Inter/Media Foundation to Aid Nonprofits

LOS ANGELES Inter/Media Advertising has created a foundation aimed at helping nonprofit organizations drive fundraising through direct response media, the agency said.

The Inter/Media Foundation will take on one pro bono account each quarter, said Inter/Media president Robert Yallen, who is leading the unit. The group will script and film a television commercial locally in the Los Angeles area, and distribute spots, which will include the organization’s fundraising phone number and Web site address, to TV and radio stations across the country, Yallen said.

“We’ve had a lot of success and we’d like to give back to the community,” said Yallen. The Encino, Calif., agency is asking pro bono clients to provide a celebrity spokesperson, which will aid in negotiating with media for public service time, he said.

The shop will consider national organizations that are involved in health, welfare, education, human rights or humanitarian causes. The entities must have nonprofit 501c(3) status and demonstrate that funds raised go directly to the stated beneficiaries.

Inter/Media is currently working with two undisclosed nonprofit groups, and ads for those organizations are expected to air in the third and fourth quarters of this year, Yallen said.

Inter/Media’s client roster includes the U.S. Army, Public Storage, and Clorox.