The thing that usually hangs it up is getting those things that have dollars signs attached to them. Like media time or space. That’s usually the real drag of doing that stuff ― you have to find people to donate out-of-pocket to make it work. A great ad or spot doesn’t do the organization any good if nobody runs it. “Sure, we can do an ad or a spot, but where’s it going to run?”
Reading through a variety of papers over the weekend gave me an idea.
(Up front, this is one of those ideas that I really don’t know yet how to make work. So there’s that right now. But it’s an idea. And if the Ad Club or someone was to take it on, I’d be willing to be one of those working to figure out a way.)
Look through any newspaper ― the Washington Post and Washington Times, The Examiner, The New York Times and even the suburban weeklies ― and you’re going to see a certain amount of filler and self-promotion. And you hear a lot of broadcast self-promotion too. Especially radio.
I’ve also seen dioramas and bus tails that run past their pull date.
That's space and time that might could be put to good use.
Maybe it’s web based. There would probably have to be some sort of order so everybody gets a shot at it and there would certainly have to be some sort of time window, so the pub or station would have time to use some filler if nobody comes forward. No question about it, there are plenty of details to resolve.
But it might be worth working out, it the bottom line was be a way for more good causes to take their appeals to the public.
Just a thought.