Whitewater makes its adverts go further
Howard Lake | 12 July 2005 | News
Marketing and fundraising agency Whitewater are making sure their print adverts have a wider audience by publishing them online. Charities that rely on print advertising could do the same.
Whitewater has been running a series of innovative full-page colour adverts in Professional Fundraising magazine for some months now. Keen to ensure a wider audience, the agency has published the adverts on its website.
This is a good example of attempting to maximise a print advertisement’s impact, not least because the adverts have a longer life on the web.
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Charity print, radio and TV advertising could also be made to go the extra mile in this way. Indeed, many award-winning charity advertising campaigns deserve a longer life online.
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.