Why Nonprofits Should Spend Money on Advertising

May 26, 2009, Harvard Business Blog — This weekend the main sections of the New York Times and the Daily News contained big ads for Hummer, T-Mobile, AT&T, Macy's, Bloomingdales, and a host of electronics and furniture retailers. The home page of the Huffington Post right now is running an ad for Delta Airlines. On CNN.com it's Netflix. ABCNews.com — Choice Hotels. Oprah.com — Crystal Light beverages. No ads on any of these pages for Darfur, ending AIDS, or curing breast cancer — indeed no ads for any 501 (c) 3. This is not an anomalous day. Gigantic consumer brands advertise. Gigantic causes don't.