Over the past five years, online giving has become the growth engine for nonprofit fundraising. Within the online landscape, digital advertising – paid search, social, display, and video advertising is increasingly a critical component of online fundraising success. More broadly, it is certainly the next frontier in direct response fundraising for nonprofits.
In the following paragraphs, this assertion is explored and verified with practical guidance on how to activate digital advertising and how to capitalize on the considerable prospects it presents for direct response fundraising:
- Opportunity: A look at the big gap (opportunity) between consumer online media consumption (high) and online fundraising revenue (low).
- Benchmarks: A profile of the nonprofit industry’s use of online fundraising and digital advertising.
- Best Practices: How to close the gap and take advantage of the digital advertising opportunity for nonprofits.