Don Draper hates Louder, but we love it

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Traditional advertising channels aren’t always available to nonprofit organizations, even though their messages are important for people to hear. Mainstream media ads, TV commercials, billboards—these are all out of reach for most small- to mid-size and even many large nonprofits.

In recent years, social media has helped nonprofits immensely: they can now reach targeted audiences and engage constituents in meaningful conversations at much lower costs. But nonprofits still have to compete with for-profit businesses for the most precious of resources: the attention of an increasingly distracted public.

Enter Louder

Louder is a new service that puts more advertising power into the hands of regular people. Louder is just getting started, but it has the potential to substantially disrupt traditional advertising models, and, if skillfully leveraged by the nonprofit sector and individuals doing good work, it could make a huge impact in our efforts to reach new audiences.

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Here’s how it works:

  • Anyone can create a Louder campaign, at no cost. Simply choose a url that you want to promote (or “amplify,” in Louder’s parlance).
  • If you like a campaign, you can hit the “make it louder” button and contribute money to get it in front of new faces. A $3 donation is enough to reach about 1,000 people on Facebook. 86.5% of the donations go directly to advertising costs.
  • Much like a Kickstarter campaign, Louder campaigns will work best if they have an existing community of champions to help spread the word.
  • And there you have it: citizen-funded advertisements getting the right content in front of new audiences!

Louder isn’t specifically limited to social impact campaigns, but looking at their list of recent additions, it seems it’s mostly being used in that way. This is great news for anyone frustrated by the number of ads promoting consumerism that come across our screens on any given day.

Now the rest of us can assert a little control, and help our favorite causes get more attention. An idea worth shouting about, no?

What do you think? Is Louder going to be the next big thing to disrupt an entire industry?

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