The Fundraiser’s Guide to Programmatic Advertising

The universe of programmatic advertising is vast, and much like the galaxy, it can feel overwhelming to navigate. When display, video, native, CTV, digital out-of-home (DOOH), geo-fencing, and audio streaming are swirling around, it’s easy to wonder, “Where do I even start?”

Don’t panic. With a Guidebook to Loyalty in hand and a clear understanding of where these channels fit in with your donors’ journeys, you can confidently pilot your “programmatic spacecraft” to success.

So buckle your seat belt (and your budget plan), and let’s explore how programmatic advertising supports your nonprofit at every stage of the donor funnel, from awareness all the way to loyalty.

Programmatic Advertising and the Donor Journey

Your donors’ journey to loyalty requires strategic direction and purpose. Visualize it as a funnel with four key stages: Awareness, Consideration, Conversion, and Loyalty. Each stage represents a step in your donors’ migration from discovering your mission to becoming loyal supporters.

Programmatic channels and tactics are versatile tools that facilitate this journey. How many, exactly? Not quite 42 (for you Hitchhiker fans), but currently nine and growing. Although they’re known for building awareness, the right mix of strategy and messaging can also propel donors seamlessly through every phase.

Awareness: The Top of the Funnel

The first goal of your Guidebook to Loyalty is to introduce your mission to as many potential donors as possible. Channels such as display, DOOH, CTV, and audio streaming are your trusty travel companions here, helping you build a strong foundation of brand awareness.

• Display Advertising: This is the workhorse of programmatic advertising. It’s cost effective, scalable, and unique in its ability to generate clicks alongside impressions and reach.
• DOOH (Digital Out-of-Home): With formats such as roadside displays, street kiosks, and transit stations, DOOH creates impact while driving awareness across key geographies. New advancements now allow for interactive and geographically targeted elements, making DOOH a valuable addition to your direct response campaigns.
• CTV (Connected TV): CTV brings your story to life in homes across the universe (or at least in the neighborhoods you care about). Combining the storytelling power of traditional TV with the precision of digital targeting, CTV connects with viewers on an emotional level.
• Audio Streaming: This option is perfect for the on-the-go donor because audio streaming reaches potential supporters through personal storytelling and messaging wherever they are — at the gym, in the car, or orbiting a distant star.

In these channels, track metrics such as reach, frequency, impressions, and engagement (e.g., view-through rates for CTV, and listener rates for audio streaming).

At this stage, don’t worry too much about direct conversions. As your Guidebook to Loyalty makes clear, “space is big” — and so is your audience. Lay the groundwork for the trip with a compelling message and a wide net.

Consideration: Mid-Funnel Messaging (Life, the Universe, and Native Ads)

Once donors know who you are, it’s time to engage them further and move them toward action. In the mid-funnel, display, video, and native advertising work together to bridge awareness and conversion.

• Native Advertising: Native ads blend seamlessly into relevant content, and — much like a water bottle in a trekker’s backpack — are always there when you need them. They provide a deeper dive into your mission, encouraging donors to learn more. Track click-through rate, time on site, and bounce rates to measure engagement.
• Video Ads: Video continues to shine here, combining sight, sound, and motion to inspire deeper connections. Whether it’s a video within display placements or standalone campaigns, focus on video views and time on site as key metrics.
• Display Advertising: Display remains a flexible tool, reinforcing messaging and testing formats such as interactive display ads or programmatic video. It’s reliable, adaptable, and always there to support the journey.

At this point, donors are no longer strangers — they’re curious travelers, and well on their way to conversion. Keep them moving by sharing stories that resonate and messaging that inspires action.

Conversion: The Moment of Truth (The Answer Is ROAS)

The conversion stage is where the magic happens — and where your focus shifts to results. Here, programmatic channels such as remarketing and geo-fencing take center stage, reminding donors of your mission and prompting them to give.

• Remarketing: Like a reliable guide, remarketing reconnects with potential donors who engaged with earlier campaigns. The message here is simple: “It’s time to take the next step.” No fluff — just a clear call to action.
• Geo-Fencing: Geo-fencing is your hyper-local tool, targeting donors in specific areas to drive timely actions. That makes it perfect for events, campaigns, or location-based appeals.

Track conversion rate, cost per acquisition, and return on ad spend (ROAS) in these channels.

Here, the focus isn’t on how many people you reach, but on how many take action. This is where all the previous stages come together to drive meaningful results.

Loyalty: Beyond the Funnel (Infinite Engagement Opportunities)

The donor journey doesn’t end with conversion. Loyalty must be built, and, just like the galaxy, the possibilities for building loyalty are infinite. Programmatic channels can help you reengage donors, encourage repeat gifts, and inspire deeper commitment to your mission.

• Remarketing for Loyalty: Keep your mission top of mind by targeting donors with tailored messaging to encourage sustained giving, promote planned-giving opportunities, or celebrate their impact.
• Native Advertising: Use native ads to educate donors about additional ways to support your work, such as monthly contributions or legacy gifts. If donors give multiple one-time donations, why not invite them to become sustaining donors?

Metrics to track in loyalty include lifetime donor value, frequency of repeat engagement, and conversion rates for upsell opportunities.

Your Guidebook to Loyalty’s Final Word: Programmatic Advertising Fits Everywhere in Your Fundraising Campaigns

Whether you’re building awareness, driving conversions, or fostering loyalty, programmatic channels offer flexibility, reach, and scalability that make them invaluable tools for nonprofits.

But here’s the thing: You don’t need to use every tactic, nor do you need them all in the marketplace at one time. The channels you choose depend on your goals, budget, and audience.

With a thoughtful approach and the right mix of channels, programmatic advertising becomes more than just a tactic. It becomes a powerful medium through which to acquire donors who will have a lasting effect on your mission.

And remember: Don’t panic. Programmatic advertising can help you every step of the way as you write your own Guidebook to Loyalty. And when you see those results roll in, you’ll know the journey was worth it.

So farewell, programmatic ad confusion — and welcome, donors!