For nonprofit organizations, building awareness often matters just as much as raising funds. But reaching new audiences can be challenging when marketing budgets are limited and digital channels are more crowded than ever.
Organizations are increasingly looking beyond traditional digital marketing to connect with people where they live, work, and travel. Digital out-of-home (DOOH) advertising, combined with location intelligence, is creating new opportunities for nonprofits to extend their reach in ways that were once only available to large national brands.
The W.E. Proudford Sickle Cell Fund recently did just that.
Working with Enradius, the organization expanded its annual Shine the Light on Sickle Cell campaign by incorporating Digital Out-of-Home Advertising, Location-Based Advertising, and Geo Journeys to bring its message to Times Square and other high-visibility locations throughout New York City.
Here’s how the campaign came together and what other nonprofit organizations can learn from it.
Helping the W.E. Proudford Sickle Cell Fund Reach More People
The W.E. Proudford Sickle Cell Fund is dedicated to raising awareness of sickle cell disease while supporting education, treatment, advocacy, and fundraising.
For many years, the organization’s outreach focused on encouraging participation in clinical research and treatment trials. Today, thanks to advances in treatment, including curative therapies for some people living with sickle cell disease, its mission has evolved.
The organization’s awareness efforts now focus on helping patients, families, and communities understand available treatment options, how to access care, and why early intervention matters.
As the mission evolved, so did its nonprofit marketing strategy.
Supporting Shine the Light on Sickle Cell
Every year on June 19, organizations around the world recognize World Sickle Cell Day, a global initiative dedicated to increasing awareness of sickle cell disease.
One of the campaign’s most visible initiatives is Shine the Light on Sickle Cell, which encourages organizations, businesses, communities, and individuals to participate by:
- Lighting buildings in red
- Hosting community events
- Sharing educational information on social media
- Wearing red to spark conversations about sickle cell disease
The W.E. Proudford Sickle Cell Fund works alongside other sickle cell organizations throughout the Northeast to promote the annual initiative and encourage greater public participation.
For several years, Enradius has supported these efforts through digital display advertising and native advertising campaigns, helping the organization extend its reach online.
This year, the campaign expanded even further.
From Display Ads to Times Square
A major shift in digital advertising created a new opportunity.
Until recently, iconic Times Square digital billboards were largely reserved for national advertisers with significant media budgets.
As premium digital inventory became available through the programmatic open exchange, organizations of all sizes, including nonprofits, gained access to placements that were once out of reach.
Recognizing this opportunity, Enradius expanded the W.E. Proudford Sickle Cell Fund’s Shine the Light on Sickle Cell campaign into Digital Out-of-Home Advertising.
From June 17 through June 19, the campaign appeared across 45 digital advertising placements throughout New York City, including:
- Times Square digital billboards
- Urban panels
- Metro station displays
- Digital newsstand signs
By combining premium outdoor advertising with strategic media planning, Enradius helped bring the campaign’s message to millions of residents, commuters, and visitors during World Sickle Cell Day.
The campaign demonstrates how nonprofit organizations can use digital out-of-home advertising to increase awareness, educate communities, support fundraising, and amplify mission-driven marketing initiatives. This campaign is part of Enradius’ broader expansion of The New York Ad Network, one of a growing family of Local Ad Networks designed to help businesses, nonprofits, and agencies reach audiences with locally focused digital advertising.
How Enradius Helps Nonprofits Reach the Right Audiences
Every nonprofit has different goals.
Some organizations want to increase awareness. Others need to promote fundraising events, recruit volunteers, educate communities, or encourage participation in public health initiatives.
Enradius develops integrated nonprofit marketing strategies by combining:
- Digital Out-of-Home Advertising
- Location-Based Advertising
- Geofencing
- Audience targeting
- Programmatic media buying
- Campaign analytics
- Geo Journeys
Powered by Placer.ai, Geo Journeys helps organizations understand how people move before, during, and after visiting key locations.
These insights help nonprofit marketing teams understand where audiences come from, what other locations they visit, and how to identify similar audiences for future campaigns. The result is smarter media planning, stronger audience targeting, and more effective community outreach.
Rather than relying on assumptions, organizations can use real-world location intelligence to make informed marketing decisions and maximize every advertising investment.
Why More Nonprofits Are Exploring DOOH Advertising
Digital out-of-home advertising is no longer just for Fortune 500 companies.
Programmatic buying has made premium advertising inventory more accessible, giving nonprofits new opportunities to extend their reach while making the most of limited marketing budgets.
When combined with Location-Based Advertising, Geofencing, Geo Journeys, and audience targeting, digital out-of-home advertising becomes part of a larger nonprofit marketing strategy that connects physical and digital experiences.
Whether the goal is increasing awareness, promoting fundraising events, educating communities, or supporting a public health initiative, nonprofit organizations can reach audiences where they live, work, and travel while measuring campaign performance more effectively.
Partner With Enradius
Every nonprofit has a story worth sharing. The challenge is making sure the right people see it.
Enradius helps nonprofits, healthcare organizations, associations, and mission-driven brands build integrated advertising campaigns using digital out-of-home advertising, location-based advertising, geofencing, audience targeting, and Geo Journeys.
Whether you’re promoting a national awareness campaign, fundraising event, advocacy initiative, or community outreach program, we help you connect with the right audiences through data-driven marketing strategies that deliver measurable results.
