Help defining different assets: Paid, Owned, Earned and Shared

What do you mean by Paid, Owned, Earned and Shared Assets?

Paid references advertising that a nonprofit may invest in (TV, print, digital, social, etc.) to support a partnership or campaign. If the nonprofit receives donated advertising, that would also fit into this category. 

 

Owned references the assets that an organization "owns" that are leveraged in support of partnerships and campaigns. This would include communications to the organization's email list, through their website, newsletters (both print and/or digital), and so on and so forth.

 

Earned references any public relations efforts that are secured to support partnerships or campaigns. Press pick-up of any kind, including press releases.

 

Shared references any social media that is leveraged to support and promote partnerships and campaigns.