Editor’s Note: This is the fourth and final part of our series on connecting with low-income audiences.
In the final installment of our series about connecting with low-income audiences, we focus on meeting your beneficiaries where they are. Chances are families that are living in poverty are not reading the latest issue of your local magazine or newspaper. However, they likely have close ties to their local places of worship and use public transportation.
Instead of placing ads in the newspaper, reach out to local churches and find out what resources they have available. Most places of worship have bulletins and newsletters that accept advertising. In addition, larger churches often have annual events like fairs and festivals. Consider getting a booth or sponsoring events to connect with your audience directly where they are.
Another factor to consider is public transportation. In general, the demographics for public transportation riders don’t mirror other residents in the majority of U.S. cities. Public transportation commuters tend to have a lower income than those driving to work (see chart below). Advertising on bus boards inside buses and on bus shelters are both excellent ways to reach low-income families. Bus board and bus shelter advertising is generally moderately priced, some cities even even offer free advertising within buses.
An additional benefit to advertising within buses is the ability to place multiple boards. Families in living in poverty are often minorities and are largely English speakers or Spanish speakers. To reach a bilingual audience, we recommend placing two boards within each bus – one in English and one in Spanish. Bus shelters also offer the opportunity to place multiple ads in one locations.
The bottom line is to know your audience. Once you know where your beneficiaries are, tailor your media plan and messages to connect with them.
As a social sector communications agency, MagnifyGood specializes in elevating the marketing, PR, branding, advertising, and social media of nonprofits, foundations, and other mission-driven organizations. Looking to enhance your donor engagement, create compelling impact stories, establish a brand that aligns with your mission, or explore innovative strategies to connect with your community? Contact us here. Let’s magnify good together.
