 Begun, a Russian contextual advertising business, has just published a list of the 25 most expensive key words & phrases in its system for the month of May. Amidst the usual suspects associated with real estate and financial services I noticed a conspicuous outlier: coming in at #20, registratsiya nekommercheskikh organizatsii, "registering nonprofit organizations."
On one level, this is an encouraging counterpoint to the customary Western depiction of Russia as a country where the government has all but crushed civil society. The real story is far more complex--the perceived value of a phrase associated with nonprofit start-ups indicates that Russians are at least looking to create new NPOs.
More generally, the statistics from Begun got me thinking about the global market for nonprofit and social enterprise advertising. I've heard any number of pitches for social ventures with business models built on online ads, but I'd be interested to see detailed breakdowns of the NPO/SE/CSR ad markets. I suspect the numbers would tell some interesting stories not just about trends in social marketing, but about the perceived value of social benefit initiatives.
|
About the Author
