Boosting Nonprofit Fundraising Efforts with Native Advertising

Native advertising is advertising that integrates with adjacent organic content, becoming a natural part of the reader’s journey. Just as a print newspaper might place an ad for a local shelter next to an article on the homelessness crisis, native ads in digital marketing appear alongside relevant content in many platforms that users are already engaging with.  

Types of Native Ads:  

• Infeed Ads: These are the most common type of native ads, and appear within a website's or social media platform's content feed. They match the format and style of surrounding posts, providing a seamless and non-disruptive user experience. Infeed ads can feature static images or videos.  

• Outstream Video Ads: These are standalone video ads that automatically play within non-video content such as articles. They start only when in view, offering flexible placement and higher user engagement.  

• Cinemagraphs: These short, looping videos or GIFs combine still images with subtle, repeated motion to create a dynamic visual that blends naturally with the surrounding content.  

• Carousel Ads: These interactive ads let users swipe through multiple images or cards, each with their own headline and description. This format provides a more engaging and dynamic storytelling experience within native content.  

Compared to traditional display ads, native ads are especially effective in reducing banner ad fatigue and increasing click-through rates (CTR). Their user-friendly format enhances the ad experience, making it less intrusive.  

Benefits of Native Advertising for Nonprofits:  

Native ads are particularly effective for nonprofits because they seamlessly integrate with relevant content across the web. This helps nonprofits reach a broader audience by targeting users already interested in similar topics. Native ads present nonprofit causes in a natural and authentic way, making them less distracting and more engaging. This strategy can build trust and credibility with potential donors while enhancing brand recognition.  

Native ads bridge the gap between organizational awareness and fundraising conversion. They provide the “why” for potential donors who may be familiar with your brand but not yet ready to donate. Native ads offer a non-intrusive way to educate users about your mission and why they might consider supporting it.  

Typically, clicking on a native ad directs users to an infographic or article detailing how the organization uses donor funds or the positive impact on the communities and missions they serve. This long-form content can be paired with a subtle donation ask, either with a link to a donation page or a donation form at the end of the content.  

At TrueSense, we’ve integrated native advertising into several campaigns, and we've observed an increase in on-site engagement when native ads are part of the channel mix. Recently, we conducted a multichannel campaign for a local food bank that included native ads, connected TV (CTV), and paid search on Google. The native ads directed traffic to a “Learn More” landing page featuring an article on how donor contributions were helping to fight hunger in a specific state, with a call-to-action button to “Donate to End Hunger” at the end of the article. The campaign achieved a $4.33 ROAS (Return on Ad Spend) and a cost per donation of only $23.53.  

Native advertising is a powerful tool nonprofits can use to reach target audiences, build awareness, and increase donations. It can enhance brand recognition and build trust by creating relevant, informative, and impactful content. Because native ads feel more authentic and less like intrusive spam, users are more likely to engage with them.  

Incorporating native advertising into a nonprofit’s marketing strategy can significantly boost fundraising efforts and foster a more engaged, supportive donor base.  

TrueSense specializes in helping clients navigate native advertising as part of their direct response fundraising efforts. Using a powerful DSP (Demand Side Platform), our team of subject matter experts seamlessly integrates all programmatic advertising channels – including paid social, SEM, native ads, and other programmatic channels – to ensure a cohesive and effective media strategy, an optimized media mix, and the best possible fundraising outcomes.