Online advertising still fascinates many non-profit arts organizations. For some, it is still a great unknown or deemed a risky investment. The traditional methods of direct mail, telemarketing, print advertising, and e-communications (yes, it is now well established and “old”) are used. Budgets are tight and a high return on investment is needed.
When an organization is given an opportunity to use up to $10,000 per month in Google AdWords advertising, it is difficult to pass up. Especially when the advertising is considered, for all intents and purposes, free.