DOOH Best Practices For Nonprofits

Like any other brands, nonprofits and charity organizations can benefit from the kind of digital out-of-home advertising that Blindspot specializes in. Blindspot knows that applying a broad strokes, one-size-fits all strategy for all brands doesn’t quite work. Automobile brands are going to need to prioritize different elements in their OOH ads than crypto brands and crypto brands won’t have the same needs as legal firms.

Advertising for Charities: What Should Nonprofits Do To Stand Out?

It might seem counterintuitive but the best way to maximize your advertising budget with a nonprofit is to think like a business.

That’s not to say that to chase profit or throw around corporate jargon but you should be strategic. That means testing what works, cutting what doesn’t, and treating awareness like a measurable goal, not just a warm feeling. Brands don’t spend money to “hope” people notice them and nonprofits shouldn’t either. Promoting a nonprofit’s services through effective advertising is crucial to reaching broader audiences and achieving organizational goals.

But like ads from for-profit businesses, your nonprofit advertisements should feature a clear benefit in the creative (people need to see your impact), an actionable call to action (something like “Donate at yoursite.com”), and visuals/copy that align with the best practices listed here.

Underappreciated Benefits of DOOH For Nonprofits

Out-of-Home (OOH) advertising represents a powerful yet often underutilized channel for nonprofit organizations. From traditional billboards to transit ads and digital displays, OOH offers charities unique advantages in visibility, credibility, and memorability that complement digital campaigns.

This research package explores how nonprofits are leveraging OOH advertising to raise awareness, drive donations, and create meaningful community connections. With the OOH industry donating over $450 million annually to charitable causes, understanding effective strategies in this space can significantly amplify a nonprofit’s impact.

Plus, a nonprofit billboard doesn’t just raise awareness, it also projects legitimacy. When someone sees your cause lit up on a screen during their morning commute, that cause and your brand now feels real in a way a boosted Instagram post or a handmade flier doesn’t.

And here’s a bit of trivia you might not know: the OOH industry donates over $450 million in ad space to nonprofits every year. That makes this channel more accessible than most people realize.

Best Practices for Nonprofits and Charities

Successful nonprofit OOH campaigns typically feature simple, emotionally resonant messaging with clear calls to action rather than complex information.

OOH campaigns that incorporate interactive elements like clear CTAs, augmented reality, or mobile integration show significantly higher engagement rates than static displays alone.

Nonprofits using OOH advertising report enhanced credibility and trust from seeing their message prominently displayed in public spaces, reinforcing organizational legitimacy. Organizations like the International Justice Mission (IJM) have implemented multiple campaigns, utilizing strategies such as retargeting, email mapping, and keyword search targeting to increase audience reach and engagement.

Local-focused OOH campaigns resonate particularly well with donors, with 40% of donors preferring to support local charities according to recent research. So, if you find yourself advertising in NYC, make those jokes about taxis and subway rats.

Numbers To Know

Successful nonprofit OOH campaigns typically feature simple, emotionally resonant messaging with clear calls to action rather than complex information.

• 93% of nonprofits believe that a strong brand identity has a positive impact on donor engagement. 

• People remember stories 22 times more than facts alone. When you format your outreach as videos, viewers will retain 95% of your message, compared to just 10% when reading it in plain text.  

• On that note, 20% of people do not donate because of mistrust in charities, highlighting the importance of transparent storytelling. 

• Nonprofits typically allocate 5-15% of their overall budget to marketing, with smaller organizations often needing to invest at the higher end of this range to establish visibility.  

• It can take 18-20 points of contact to reach a new donor for the first time

Wrapping Up

If you’re a nonprofit, you don’t need a huge budget or a national footprint to run a smart, effective OOH campaign. You just need to meet people where they are physically and emotionally. Balancing donor retention with the acquisition of new supporters through targeted advertising campaigns is crucial for organizational growth and increased revenue.

And if you’re not sure where to start? Non-profits can leverage Google Ad Grants to enhance their online visibility, receiving a significant monthly budget for search ads on Google. A targeted billboard campaign is a good jumping off point. Let us know how we can help you get one set up.

Advertising is essential in enhancing an organization’s impact and financial health. Well-planned budgets and advertising expenditures can significantly contribute to the success of the organization’s mission.