Re: AM: Should non-profits solicit donations through banner ads?
On Sun, 18 Jan 1998, Andrew Forbes wrote:
> When a radio/tv station runs a PSA for a non-profit,
> does it count as donation for tax purposes? If so,
> how is a value placed on the ad presentation? How
> would this work on the 'net?
In order not to arouse the suspicions of those who think I might be an
intelligent agent, a la Eliza, on the Net 24 hours a day answering
Netpreneur questions, I'll weigh in (and since I was conjured by name :-)
but I'm sure someone in the ad biz can weigh in with a definitive answer.
I believe that the broadcaster *would* be able to claim some sort of
deduction for the charitable donation, based on the opportunity cost (I
don't know how that's actually calculated, e.g., if you could run a spot
for the Save the Children Fund during the Super Bowl, and get a million
dollar charity write-off).
btw, one source for answers to these sorts of questions is an on-line
conferencing community like The WELL... in the Non-Profits conference
there there are a total of 42 topics; the contributors tend to include
both the NPO-savvy, and the neophyte. Some recent topics:
Software for Nonprofit Organizations
The Living Hell that is a United Way campaign in your newsroom
(a linked topic from the Media conference)
Merchandizing as a means of fundraising
Nonprofits' Successes in Using the Web
Nonprofit Competition With For-Profit Business: Is It A Level Playing
While we've done well with the various Netpreneur lists (as opposed to the
original Web conferencing format), I still find The WELL
(http://www.well.com) an extremely important resource, both for ideas, and
a place to churn out my thoughts for others' assessment, and as a forum
for dredging up contacts. At $15/mo. (or free for those of us who serve
as conference hosts) it's a bargain.
In a similar category to The WELL would be the MetaNet
(http://www.tmn.com), which is physically-based in Arlington, VA and whose
principals have attended at least one Netpreneur event.
Ross Stapleton-Gray TeleDiplomacy, Inc.
email@example.com 2503 Columbia Pike, Suite 118
Director, Electronic Embassy Program Arlington VA 22204
http://www.embassy.org +1 703 685-5197 / 5257 fax