--- title: "With New Initiative, Ad Council Moves Into Pro Bono Marketing Help" id: "40212" type: "post" slug: "with-new-initiative-ad-council-moves-into-pro-bono-marketing-help" published_at: "2017-10-18T22:03:23+00:00" modified_at: "2026-03-16T20:36:40+00:00" url: "https://associationsnow.com/2017/10/18/with-new-initiative-ad-council-moves-into-pro-bono-marketing-help/" markdown_url: "https://associationsnow.com/2017/10/18/with-new-initiative-ad-council-moves-into-pro-bono-marketing-help.md" excerpt: "The group known for its familiar public service announcements is now lending its voice to a campaign for pro bono services for nonprofits, including traditional advertising and marketing services---and more." taxonomy_category: - "Marketing / Communications" taxonomy_post_tag: - "AssociationsNow" - "Business" - "Marketing" - "nonprofit" - "volunteering" taxonomy_content_format: - "Article" taxonomy_role: - "Director" - "Manager" taxonomy_persona: - "Industry Professionals" --- [Home](https://associationsnow.com/) » [Articles](https://associationsnow.com/format/article/) » With New Initiative, Ad Council Moves Into Pro Bono Marketing Help The Ad Council is a longtime leader in wide-scale nonprofit advertising, using the ad industry’s reach to give public service campaigns a major voice—from Smokey Bear’s fire prevention messages to Keep America Beautiful’s [iconic pollution commercial (opens in a new tab)](https://www.youtube.com/watch?v=DH0U2AsyoWU) . This week, the Ad Council announced a new program for the age of social media and online marketing. The CreateForChange program—developed with the Taproot Foundation, which specializes in pro bono offerings—will help advertising agencies and other creatives find ways to volunteer their services to nonprofit organizations. [Speaking to Ad Age (opens in a new tab)](http://adage.com/article/agency-news/ad-council-program-connect-creative-media-types-nonprofits/310927/) , the council’s head of business operations and strategy, Kate Emanuel, noted that many nonprofits aren’t equipped to handle the basics of online marketing—which could make the initiative particularly beneficial. “They don’t know about Google AdWords, they don’t know about A/B testing, they don’t know about branding,” she said. [The current list of volunteer opportunities, featured on the Taproot website (opens in a new tab)](https://www.taprootplus.org/projects?campaign=adcouncil) , goes beyond traditional creative services. While design, marketing, and public relations are among the needs of the nonprofits listed, the organizations also need help with financial management, information technology, research, and grant writing. Many of the volunteer services can be provided remotely. “The Ad Council has been powering the collaborative pro bono efforts of the communications and advertising industry for 75 years,” [said Ad Council President and CEO Lisa Sherman in a news release (opens in a new tab)](https://www.prnewswire.com/news-releases/the-ad-council-launches-createforchange-to-connect-creative-and-media-professionals-across-the-country-with-social-causes-300538864.html) . “But we’ve realized we have the opportunity to do more—to provide a platform for individuals in the industry to lend their talents and skills to the many nonprofits in need. CreateForChange will allow our industry to lend their ‘day job’ skills for good in way that will make a lasting impact on American life.” (PeopleImages/Getty Images Plus) [Ernie Smith](https://associationsnow.com/author/ernie-smith/) Ernie Smith is a former senior editor for Associations Now. [More articles by this author](https://associationsnow.com/author/ernie-smith/) Tags: [#Business](https://associationsnow.com/tag/business/) [#Marketing](https://associationsnow.com/tag/marketing/) [#nonprofit](https://associationsnow.com/tag/nonprofit/) [#volunteering](https://associationsnow.com/tag/volunteering/) **Stay Informed** [Subscribe to our free newsletter](https://associationsnow.com/newsletter/) , *Associations Now Daily News*, to find out what’s happening in the association world every business day. ## You Might Like - [VideoJose Arana on Discover Puerto Rico’s Partnership with ASAEOctober 3, 2024](https://associationsnow.com/2024/10/03/jose-arana-on-discover-puerto-ricos-partnership-with-asae/) - [VideoPartnerships that Drive Success: ASAE Strategic Partnership AllianceAugust 26, 2025](https://associationsnow.com/2025/08/26/partnerships-that-drive-success-asae-strategic-partnership-alliance/) - [Video2025 Summit Award Recipient: National Adoption AssociationOctober 3, 2025](https://associationsnow.com/2025/10/03/2025-summit-award-recipient-national-adoption-association/) - [VideoRecap from the 2025 ASAE MMC+Tech ConferenceMay 19, 2025](https://associationsnow.com/2025/05/19/recap-from-the-2025-asae-mmctech-conference/) ## Comments **Comments are for ASAE members.** [Learn more about comments on this site.](https://associationsnow.com/comments/) [Log in](https://associationsnow.com/login?redirect_to=https%3A%2F%2Fassociationsnow.com%2F2017%2F10%2F18%2Fwith-new-initiative-ad-council-moves-into-pro-bono-marketing-help%2F%23comments) to your member account or [join ASAE](https://my.asaecenter.org/select-a-membership-type/) !