By Lauren Meadows, Account Executive, Williams Whittle

Public Service Announcements (PSAs) are essential communications tools available to nonprofit marketers. They serve as a cost-effective tool to raise awareness, disseminate messages, and cultivate support. According to our 2024 Annual Donor Survey, 33% of donations can be attributed to a PSA. 

Our 13th Annual PSA Director Preference Survey was distributed to our proprietary database of TV and radio stations nationwide to better understand how PSA directors manage their airways. We survey PSA Directors annually to learn about emerging trends that may impact station capacity to deliver free media placements to nonprofits. 

Highlighted below are some of our key findings: 

• Environmental themes are gaining attention among PSA directors. Stations feature PSAs that align with their interests. This year, children, healthcare, and military/veteran themes are the highest, closely followed by the environment. In 2025, for the first time, directors expect environmental PSAs to dominate the market.  

Top PSA Themes for 2024

Top PSA Themes for 2025

• Expect the election to impact airings. A majority of PSA Directors reported no changes in PSA availability for this year’s primaries, but more are unsure of inventory in the months leading up to the election. Nonprofit marketers should plan around key election windows, especially in the months leading up to November 5th. 
• Locally focused, high-quality PSAs are preferred. Both the creative quality of the PSA and its appeal to the local community heavily influence a station’s likelihood of adding it to the rotation. 
• Station directors appreciate all creative styles. Largely, respondents reported no preference for types of creative, however, stories from beneficiary’s appeal more than factoids, statistics, and infographics.  
• Have a press kit on hand. PSA directors are primarily focused on PSAs; however, some will connect you with their editorial departments to discuss the topics on air. 

These insights help shed light on shifting trends with PSAs and how nonprofit marketers should adapt their strategies. Creative storytelling through beneficiary narratives, aligning outreach efforts with local needs and themes, leveraging strategic timing windows, and prioritizing high-quality content are some of the factors that influence a station’s likelihood of adding a PSA into the rotation. 

Click here to view and download the full report.

Williams Whittle is a Capitol Communicator sponsor.