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I didn’t look at the financials, but advertising figures can be a little misleading. Many non-profits can get what is called in-kind advertising. Basically, free advertising from partner companies. Still, non-profits have to record a revenue and expense for the value of such services if they meet certain criteria, impacting the financials. It doesn’t necessarily mean that money exchanged hands.
I used to work for a cancer foundation that holds a large telecast every other year that is broadcasted on most major networks (even HBO and YouTube). Some of the networks gave the foundation free commercial slots to promote the telecasts. Those slots, depending on time of day, can get very expensive. We would have to record the dollar value of that advertising.
Dollar for dollar, the foundation used around 85% of funds generated for the actual program.
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