How can I advertise a non-profit organization?

As part of a capstone project, we are working for non-profit organizations. Part of our job will be to increase the awareness of the organization. Of course, advertisements cost money, and the organization has very little (being non-profit). How can we reveal this organization to the public?

This organization is msotly for people in the area, but part of our job is to build a website for this organization, so advertising on the web is a good option. Any ideas?
Additional Details
We are a group of highly-skilled multimedia developers elected to build a website and print materials for this organization. As a side project, we will help this organization advertise, probably in newspapers, magazines, or other places on the web that could do this for cheap or free. I seek your advice becuase I'd like to know some ways of doing this. Thank you.

Take advantage of media opportunities for free publicity. Send out PSAs (public service announcements) that can be placed for free when space is available.

Host or co-host an event that gets media attention. It doesn't have to be fancy or expensive. Just make sure it ties in to the mission of the organization.

Get a for-profit business to select your organization as its recipient of funds or donated items. They will promote it to their clients/prospects and you benefit in both donations and also name recognition.

I know this may sound like a slow way but it has worked before. every week send a news release to the local papers. I used Webwizard for building my web site you might try it or something like it. Then on all Email correspondence add you web (URL) address. Go on as many blogs as possible and link your web address, and the best part is to use Keywords to draw viewers.

As far as web based advertising I have many free exchange credits and other programs available at http://hotblaster.com
hope they can help you.

Well u can put an ad in all the free classifieds on the web. U can buy a service to place an ad to all the thousands of free classified ad websites. Search for "free classified ads" on the major search engines to get a list of all the free classifieds web sites.

Otherwise you can try some of the following methods:

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Currently my site offers free advertising for non-profit organizations. Contact me.

Ad agencies do pro bono work just like lawyers, make a list of the local ad agencies and then start with the biggest.
Do not pit one agency against the other, you will lose them both.

Canvas the local companies that do anything related to advertising - they will likely give you some free or discounted stuff and you get your name out to them at the same time. Host as many events as you can. You raise money while advertising.

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