Non profit radio advertising is a key factor in any non profit’s marketing campaign. Not only does the platform help bring funding in, but it also spreads awareness about the non profit itself.
Why is Non Profit Radio Advertising So Important
Whether you are a scriptwriter or a voice actor, putting a piece together for non profit radio advertising is essential to any non profit campaign. The voice is very specific, from the words in the script to how the voice actor delivers them. This is so important because the campaign for your non profit is how you get funding, and funding is what runs a non profit. It’s also how you garner volunteers, support, and awareness for your cause.
Non profits run on donations and community support. The tone of the ad and the delivery is all-important for bringing this support your way. The radio is a great platform because of its reach. You can reach a broad audience while still staying in a target area. For instance, public radio can reach a wide range of listeners who may share a compassionate, community drive. Placing a piece of non profit radio advertising on the air at a specific time can reach a certain demographic, like morning, can reach commuters of a certain age. This is all beneficial in reaching as much of your target audience as you can. Every dollar is important to a non profit, so the advertising budget must be used wisely. Radio is a great format for that.
MissionMinded.com shares some excellent reasoning for this:
The best advertising is to do what you do, out loud, vividly, concretely, in the manner befitting the medium available to you. Action is all. Advertising is simply a way to involve more people in the action than you have time or opportunity to reach face-to-face.
Creating an Effective Radio Script for Non Profit Advertising
The voice of a script is much more than the literal voice of the one speaking. Sure that is an important factor, too, but first must come the actual words. The script. So what makes a non profit script so special, so different than other scripts for radio advertising? One thing is that it has to invoke emotion.
This key from WildApricot.com describes non profit and the advertising that goes with it well, But with nonprofits, you have a real story to share. It’s not built around a product or a service. It’s happening in real life, sometimes in your audiences’ backyard. Because these stories are so real, they’re often relatable.
So share the story. Evoke compassion. Make it relatable. But remember, there is a fine line between effective and overdone. We all know the sad commercials we see on TV that just make us want to change the channel instead of getting involved. And we don’t want that. We want our compassion to evoke a sense of desire to help and become active.
Let’s focus on dog adoption here. Here is a great example for a short 15-second script without being overly sappy or sad:
Do you think how much better walks would be with a friend? Harley would love to be that friend. Check out Mutts to Love Find your new best friend. (Maybe a happy bark in the background)
Sure we could focus on the sadness of the many dogs that are in kill shelters like this script:
Dogs are dying every day. Shelters are too full and there is no room for more dogs. Check out Mutts to Love and help them survive. (Maybe dogs whimpering in the background)
Do you see the difference? The first script is sharing how you can help in a positive way, playing on the emotions to be happy. The second one is really too short for this particular message, and all it does is share the problem with no solution. Yes, evoke emotion, but do it in the right way.
A Longer Script Allows More Information
There are a lot of reasons for choosing the length of your script. One of course is the message you have to deliver. Another, of course, is funding. Longer scripts cost more. But they can also say more. Be careful, though, because too long can lose the audience’s focus. Here is an example of a good 30-second script, which is a great length for sharing information, but not too long for the audience to tune out. Let’s stick with our first script but see how different it is with just a bit more information:
Do you ever think how much better walks would be with a furry friend? What about the late-night movies you love to watch? Harley, the golden mix, would love to be your new friend and find his forever home. Check out Mutts to Love for adoption or other ways to help. You may end up wondering who saved who.
Again, we are sharing how to help and how this non profit can benefit everyone involved. We also touch on a couple of ways to help, not just one. Yes, there is the emotion but not the dire sadness. Another option could be incorporating more ways to help with details. Here’s a look at this 30-second non profit radio advertisement:
Do you want to help homeless animals but don’t have room in your life for a full-time pet? That doesn’t leave you out – contact Mutts to Love to volunteer, donate, or foster. Whether you have some time to take a dog for a walk or send out information, we can always use your help. So can the dogs.
Working With a 60 Second Script
A 60-second script may be the longest radio spot you want. Any longer could lose your audience, but this affords plenty of time to include a lot of information. You can even incorporate dialogue. Here is a script that doesn’t have dialogue, but we are going to include different voice actors to engage more of an audience. You can use two very different voices for diversity, think about ages, ethnicities, genders…
Voice 1: Are you considering getting a new pet? Do you crave the companionship of a family dog?
Voice 2: Please visit Mutts to Love, and let us help you find that perfect pup. With so many homeless dogs searching for a home, these dogs need you as much as you need them. Our volunteers are skilled at matching dogs to humans for a happily ever after.
V1: We have dogs that want to be only children, dogs that love children and other pets, even cat loving dogs, small dogs, big dogs, but most of all, all of our dogs will give you their hearts with unconditional love.
V2: Your home can be that forever home.
And here is a script with dialogue:
First Voice: Hey Guys, guess what I did this weekend!
Second Voice: Go to a party, the beach? Tell us!
First Voice: No, I volunteered with Mutts to Love. I walked dogs and even helped a few find their forever homes. It was amazing.
Second Voice: Oh wow, I’d love to help do that!
Third Voice: I’ve been thinking of getting a dog. Should I look at Mutts to Love?
First Voice: Absolutely! These dogs need homes and there are so many – older ones and puppies! Some want their human all to themselves and some love to run with and be around kids. It was so much fun! I can help set you up with a great dog, Andy! And, Sarah, come with me next weekend!
You can see the different paths you can take with different length scripts. The key is to engage and connect. We repeat, engage and connect.
For the Voice Actor Working With Non Profit Radio Advertising
This is a great place to put your voice skills to work if you are a voice actor. The voices needed here are compassionate, clear, accepting, and engaging. Your job is to make this great script come to life and inspire people to engage. A compassionate voice will help listeners see the worthiness of the cause, and an inspiring one will help lead the audience to action. You are hugely valuable to a non profit radio script.
Whether you are a seasoned voice actor or just getting started in this business, you can find a place in non profit radio voice overs. Make sure that you include non profit work in your professional profile and give some demos of this type of work. Sometimes a non profit does not have the funding to pay you what other companies may be able to, but this is not only great for beginner voice actors to get started, but you can also realize that in a sense, you are giving back, too. Just like it takes a special person to run a non profit, by voicing their work, you have that special factor, too.
No matter what, be confident in your skills and believe in yourself. If you also believe in the non profit you are voicing for, that will come through in the message. Above all, you want this message to succeed and work for the non profit. Who knows, you may become their regular voice.
The Big Takeaway
Non profit radio advertising is so important for non profits. You can hugely benefit from letting your voice be heard in this format. You can reach a wide audience, and with a compassionate, engaging ad, you can garner support through volunteers, donations, and, as in our dog scripts, happy clients. When your voice actor fits the message just right, the magic happens. Your ad will be a success and you’ll see the effect it has on your non profit. Good luck and please contact us at Bunnys Studio for any help.