Is it possible that you could use television to supercharge your fundraising? Could TV help you Go Big!, allowing you to promote a special project or initiative to your generous supporters?
It’s not as crazy as you might think.
While we know in-person fundraising remains one of the most effective methods, the limitations of time and space mean there are only so many face-to-face solicitations we can make. That’s where leverage—like direct mail, Zoom, email, and now television—comes into play.
The Potential of ConnectedTV
Television may seem out of reach for many nonprofits, but according to Tim Kachuriak, Chief Innovation and Optimization Officer at NextAfter, the advent of ConnectedTV has made television advertising more accessible than ever for nonprofit organizations. Instead of targeting broad demographics, nonprofits can now target specific donors or lookalike donor prospects, making TV ads more precise and cost-effective.
ConnectedTV allows fundraisers to deliver their message directly to those most likely to contribute, and with 90 million users in the United States alone, it’s an untapped opportunity to reach more supporters.
The Power of Targeted Ads
Tim shared two examples of TV ads NextAfter recently broadcast to a select audience. The results? Positive feedback and engagement, showing that this approach has real potential for nonprofits to connect with their donors in innovative ways. What makes this approach particularly exciting is the ability to leverage first-party data to deliver ads to specific donors or prospects based on their past engagement.
Key Benefits of ConnectedTV for Fundraisers
- Cost-Effective Acquisition: With ConnectedTV, nonprofits can achieve a better cost-per-acquisition than traditional TV ads by targeting individuals instead of general demographics.
- Efficient Reach: ConnectedTV allows for frequency capping, which means nonprofits can control how many times a potential donor sees their ad, avoiding ad fatigue and stretching budgets further.
- Innovative Formats: Unlike traditional TV, ConnectedTV allows for flexibility in ad lengths, including longer, more engaging formats like mini-infomercials that can deepen connections with viewers.
Next Steps: Exploring ConnectedTV for Your Cause
Could ConnectedTV be the game-changer your fundraising strategy needs? With the ability to target specific donors, control costs, and experiment with creative formats, it opens up exciting new possibilities for nonprofits looking to expand their reach.
If this piques your interest, consider reaching out to Tim Kachuriak at NextAfter for more insights on how to leverage this platform for your fundraising efforts.
