As we wrap up another calendar year-end (CYE), one key takeaway has emerged: digital advertising continues to be a powerhouse in driving nonprofit growth. Despite challenges in traditional fundraising channels, digital ads have proven to be instrumental in acquiring new donors, generating revenue, and amplifying the effectiveness of integrated campaigns. Below, we explore key insights from Allegiance Group + Pursuant’s ad team, led by Laura Hinrichsen, on the trends and success stories that defined the CYE 2024.
Key Trends for Digital Advertising Success
Integrated, Full-Funnel Strategies Shine
Nonprofits that embraced a holistic ad strategy integrating multiple channels—such as email, direct mail, and paid media—achieved the strongest results. A well-rounded media mix not only boosted ad performance but also helped bridge the gaps in other declining channels.
Consistency Matters
Organizations that maintained a year-round advertising presence significantly outperformed those that relied solely on December campaigns. Sustained engagement ensures nonprofits stay top-of-mind for donors throughout the year, setting a strong foundation for year-end giving.
Matching Gift Campaigns Amplify Impact
Matching gift campaigns remain a reliable driver of performance across ad channels. Clients who kept matches active during peak giving windows saw increased engagement and conversions, underscoring the importance of leveraging these opportunities for as long as possible.
Notable Success Stories Across Key Nonprofit Categories
AGP digital marketing experts partnered with nonprofits to drive exceptional growth in 2024. Here are a few of their success stories:
Healthcare
- A leading nonprofit cancer research and treatment center: Delivered a return on ad spend (ROAS) nearly 4x the M+R benchmark through programmatic ads. A new Connected TV (CTV) initiative, complementing direct mail, delivered positive ROAS—a first for their CYE campaigns. Paid search efforts saw a nearly 10% increase in the number of gifts and a 15% revenue boost.
- A national organization providing resources and support for individuals living with a specific condition: Exceeded healthcare ROAS benchmarks for programmatic display. This effort also impacted paid search volume and revenue growth.
- An organization dedicated to advancing research for rare disorders: Achieved a search ROAS more than 3x the healthcare benchmark, demonstrating the potential of digital strategies even for niche audiences.
Food Banks
- A regional urban foodbank in the Northeast: Outperformed M+R benchmarks by 3x across search, social, and programmatic, driving a 34.5% YoY revenue increase while spending 5% less than last year.
- A nonprofit providing food assistance serving urban, rural, and suburban communities in the Midwest: Doubled revenue YoY with only a 25% increase in ad spend, showcasing the efficiency of digital investments.
- A regional food bank serving families in 18 counties in rural and urban areas of the Southeast: This client exceeded M+R benchmarks in every channel, proving that smaller food banks can achieve outsized results with digital advertising.
- A faith-based urban soup kitchen serving meals to those in need: This client achieved a remarkable $7 ROAS for paid search, highlighting the power of well-targeted campaigns for organizations of all sizes, including those with smaller footprints.
Nature
- A national wildlife conservation organization: Achieved a 10% YoY growth in digital revenue, surpassing their annual fundraising goal. Programmatic ROAS was more than 4x the benchmark, while social media ROAS grew by nearly 300% YoY.
- A regional environmental nonprofit: Saw revenue growth across search and programmatic channels, even outperforming results from the previous agency. Notably, a TikTok campaign successfully drove donations, and a test targeting political progressives via programmatic ads generated over $100k in revenue.
Emerging Digital Ad Tactics to Watch
- Connected Television as a Complementary Channel
This year’s success with CTV ads signals an opportunity for nonprofits to explore video-driven campaigns to enhance engagement and boost ROAS. - Leveraging Political Affiliation Targeting
A test campaign targeting political progressives demonstrated the potential of this data-driven, niche strategy, generating significant revenue. With partnerships enabling this type of targeting, nonprofits should consider how values-based messaging can resonate with specific donor segments in 2025. - Expanding Across Programmatic
Adding programmatic display ads leading up to peak giving seasons can help provide an awareness boost to an extremely relevant audience that is not readily available on other platforms, giving your organization an advantage in a very competitive space. Upper-funnel activity such as this can also help improve the impact of lower-funnel ad channels.
Conclusion
As we look ahead to 2025, the lessons of 2024 remind us that digital advertising is more than just a tool—it’s a cornerstone of nonprofit growth. By adopting integrated strategies, maintaining consistent engagement, and leveraging innovative tactics like connected television and niche targeting, nonprofits can continue to thrive, even in the face of challenges in other channels.
The Allegiance Group + Pursuant ad team’s early insights affirm that digital advertising not only drives revenue but also creates opportunities to engage new audiences and build long-term donor relationships. If 2024 is any indication, the future of digital advertising in the nonprofit sector is brighter than ever.
Ready to elevate your fundraising in 2025? Let AGP help you craft a full-funnel strategy that drives results across digital advertising, email, direct mail, and more. Contact us today to get started!
More Resources
- Building a Digital Presence Through Paid Media: It’s Easier Than You Think
- Reality Check: Debunking 5 Digital Advertising Myths
