Lower media costs can give fundraisers big advantages

From the Silver Lining Department: Charity Broadcast Appeals Cost a Lot Less in a Down Economy (Prospecting blog).

With many businesses hurting, they're buying a lot less advertising. That has driven down the cost of broadcast media by as much as 50% compared to a year ago.

This is a great opportunity for fundraisers. Because even though response may be down -- as it is for some, but not all -- lower costs make effective fundraising more do-able than ever. The simple math, outlined by Tom Harrison of Russ Reid, goes like this: With cost down by 50% and response down by 25%, "you're still 25% ahead."

We're likely to see this in all media. Printers and lettershops are also likely to be slashing prices.

Just be careful of donated media, which is also likely to rise. It can hurt you, big time. (See How free media can make you stupid.)

Technorati Tags: marketing, advertising