A great way to get your organization's name into the local community is to sponsor or underwrite a local news program, whether television or radio. Make sure the media station (and format) you select is appropriate to your target market. For instance, if you're looking to reach an older crowd, maybe you want to advertise on an "oldies" radio station (typically music ranging from the prior 50 years.) If you want to reach the younger generation, you might look at a Top 40 or hip hop radio station. If you're looking for a sports-oriented crowd, you'll want to place your ad in front of the folks sitting at home watching the sports channels.

Tip: A favorite place to advertise is with talk-radio programs. National Public Radio and similar formats offer an audience that is already tuned into the discussion, rather than an audience that will be annoyed by another ad that separates them from their music. Underwriting these programs on a local level will also provide you with the opportunity to support a wonderful service in your own community.