Evaluating Nonprofit Advertising and Communications
Keep DeKalb Beautiful, an affiliate of Keep America Beautiful, provides a great service and need to the communities that it represents. “Keep DeKalb Beautiful is a non-profit organization that connects people and businesses with resources that promote sustainability focusing on litter prevention, recycling, waste reduction and beautification” (Keep DeKalb Beautiful, 2013, para.1). It is imperative, for the effectiveness of this organization, to have a successful advertising and communication plan. Currently, Keep DeKalb Beautiful utilizes a few approaches to accomplish successful communication. Keep DeKalb Beautiful communicates through their website, the Litter Index Survey and social media. Keep DeKalb Beautiful’s website is a good communication tool but it could be one of its best advertising tactics. The website explains their purpose, mission and goals. It also keeps a running calendar list of upcoming events and ways for volunteers to get involved in the organization. The purpose of the website it to inform volunteers, stakeholders and community members of their services, events and fundraising efforts. The website does allow the community to support the efforts of Keep DeKalb Beautiful by donating and/or volunteering. But, it is very important for people to stay connected by keeping the website updated. “A website needs to be dynamic and content should be updated frequently; if possible, update the homepage daily or at least on a weekly basis” (Cromeyer Dieke, 2013, para. 3). The website is effective in some ways; it uses a simple format and pictures. These attributes help the website to be appealing and easy to navigate. “Presenting ideas as bullet points or lists rather than paragraphs is effective; images also help make a page more reader friendly” (Cromeyer Dieke, 2013, para. 3). A great quick fix to making the website more effective would be to incorporate stories or testimonials. Although this is...
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