services psa campaigns
PSAs are still the most cost-effective way to raise awareness of an issue to a mass audience.
Our 2024 Annual Donor Survey shows that 33% of donations were made as a result of a PSA.
Our approach includes a designated Director of Media Outreach, one-on-one pitches and an emotional appeal paired with a local angle, leveraged with our personal connections with the media. Every one of our PSA campaigns has ranked in the top 5% nationally for the past 10 years, providing millions of dollars of measured value for each nonprofit.
PSA Campaign Facts
- Consistent brand image
- Low cost vehicle to reach a broad audience
- Establishes preeminence
- Balances giving requests
- Controlled message
- Supplements paid media buys
- Maintains media relationships
- Ask for “help”
- Ask viewers to “join” us
- Encourage viewers to go to a website “for more information”
- General use of “support” (eg: “find out how you can support your neighbor…”)
- Ask to/for: “Donate”, “Give”,“Money,” or “Support”
- Any direct language about giving
- Mention a corporate partner/display logo
Creative Development
- Follow the guidelines
- Strong call to action
- Develop high-quality spots
- Spots must be emotionally compelling
- Keep the message fresh
- Focus on relevant timely topics
- Provide varying lengths
- Accessibility & versioning
Distribution: Time the release
Promotion:
- Getting noticed
- Pitching where it counts
- Keeping it top of mind
- Getting in front of our audience
Tracking & Analytics
Nearly 84% of PSA Directors receive 10 or fewer PSAs per week and the other 16% receive 10-20, yet they have space for more!
The best time to share your PSA is: Q1, the summer, and December.
While PSA Directors want to air as many PSAs as possible, PSAs associated with a for-profit company will require a second look.
Almost 80% of PSA Directors will continue to support the same community messages as previous years.
Stations are not partial to specific types of creative, but the majority prefer first-hand accounts from beneficiaries.
PSA Directors are typically focused on putting good messages on the airwaves, but 42% will talk about issues on the air. So, pitch away!
About half of stations will run a spot that asks directly for donations, but not TV networks. One in four stations will consider it based on the organization and the potential impact on the local community.
The majority of stations want a heads up on a new PSA message a month from when it will be delivered. They are planners, so this is key.
Stations are NOT more likely to run a PSA from a well-known nonprofit vs. a smaller lesser-known org. As long as your website can build your credibility, then you’ll be evaluated the same!
psa services
- Strategy
- Market Selection
- Media Outreach, Planning & Timing
- Annual PSA Director Survey
- Creative
- Live Action
- Animation
- TV, Radio, Print, OOH, Digital
- Other Paid Media Options Available Upon Request
- Print
- National/Regional/Local Newspaper & Magazine
- Digital Print
- Distribution
- Broadcast Distribution Via Digital Delivery
- Spanish-Language Station Distribution
- Proprietary Media Database
- Postcard Mailing to Stations
- Post Campaign Thank You Mailing
- Media Outreach
- Email, Phone, Direct Mail
- Wrap Reports
- One-on-One Media Visits
- Tracking & Analytics
- Nielsen Media Tracking
- Monthly Dashboards
- Annual Reporting
- PR
- Desk-Side and In-Person Interviews
- Satellite Press Releases
