Connected TV 101: Focused advertising for potential donors

In today’s digital age there have never been more ways to reach your potential donors. Ad platforms exist for all forms of social media, Google and Microsoft are offering thousands of free dollars in grant spend and podcasts now feature growing nonprofits. Youtube has even created the Youtube Social Impact Program to highlight the reach of nonprofits through the millions of 18-34 year olds who access its platform daily.

It’s also never been harder to break through the noise. Your carefully crafted message, the well-thought out graphics, your video testimonials, all may just be echoing into the void of information streaming past potential donors. A study by Nielsen  in late 2020 found that the average US adult spent around 10 hours per day consuming media across various devices and platforms, including TV, radio, smartphones, and computers.

And your nonprofit voice is just one of many.

So how do we successfully diversify channels, keep in front of potential donors and keep “ahead” of the changing marketing trends? In today’s ever-changing landscape, connected TV (CTV) has become a valuable tool for nonprofit organizations to spread their message and gain support.

So what IS connected tv?

Connected TV (CTV) refers to televisions that are connected to the internet and allow users to stream content from a variety of online sources. This includes streaming services like Netflix, Hulu, and Amazon Prime Video, as well as network television channels that offer streaming options. The rise in popularity of connected TV in recent years has been accelerated by the pandemic, with more and more people opting to cut the cord on traditional cable and satellite services.

For marketers, connected TV has become a valuable tool for reaching audiences who are no longer watching traditional television commercials. By targeting viewers with ads that are more relevant and personalized based on their viewing habits and demographic information, advertisers can create a more engaging and effective advertising experience. This has made connected TV a popular platform for nonprofit organizations looking to connect with potential and current donors in a meaningful way.

connected TV has become a valuable tool for reaching audiences who are no longer watching traditional television commercials.

CTV vs traditional marketing channels

As technology continues to advance at an incredible pace, it’s no surprise that the way we consume entertainment has changed as well. Marketers are quickly learning they need to adapt to the way that media is being visually consumed.

Connected TV advertising differs from traditional nonprofit marketing in 4 distinct ways.

  1. Platform: Traditional marketing for nonprofits typically involves direct mail campaigns or in-person fundraising events. Connected TV advertising offers a new and innovative way to reach potential donors through streaming TV services.
  2. Targeting: With CTV advertising, nonprofits can target specific audiences based on their demographics and interests. This precision targeting can help nonprofits reach people who are more likely to be interested in their cause and potentially become donors.
  3. Interactivity: CTV advertising allows nonprofits to create engaging and interactive ads that can help to educate viewers about their mission and encourage them to take action. This can lead to more meaningful connections with potential donors and ultimately increase donations.
  4. Metrics: CTV advertising provides detailed metrics and data that can help nonprofits measure the effectiveness of their campaigns and adjust their approach accordingly. This can help nonprofits optimize their fundraising efforts and ensure that they are making the most of their resources.

Overall, CTV advertising offers a unique and effective way for nonprofits to connect with potential donors and raise awareness about their cause. By taking advantage of precision targeting, interactive ads, and detailed metrics, nonprofits can optimize their fundraising efforts and make a greater impact in their communities.

Why jump onto CTV now?

So CTV has been around for well over a decade – why is now the time to jump in with both feet for nonprofit organizations?

With new privacy regulations coming into play in North America CTV offers a unique space for nonprofits to still connect with their would-be and current donors that Facebook, Google and other social platforms won’t.

Nonprofits will also find CTV superior for a number of reasons:

  1. Reach a Large Audience: Connected TV advertising provides a unique opportunity for nonprofits to reach a large and diverse audience, including those who may not be actively seeking out their cause.

      2. Targeting Capabilities: Connected TV advertising allows for targeting specific demographics, interests, and behaviors, so nonprofits can reach the                  people most likely to support their cause.

      3. High Engagement: Connected TV is a lean-back, immersive experience that can capture the attention of viewers and deliver a message in a way that is              more impactful than other forms of advertising.

      4. Measurable Results: Connected TV advertising provides detailed analytics and measurement capabilities, allowing nonprofits to see the results of                     their campaigns and make data-driven decisions about future marketing efforts.

      5. Cost-Effective: Connected TV advertising can be a cost-effective way for nonprofits to reach their target audience, especially compared to traditional                 TV advertising, where ad spots can be expensive.

 Connected TV advertising can be a cost-effective way for nonprofits to reach their target audience


Notable nonprofits using CTV

World WildLife Fund

For 60 years, WWF has worked to help people and nature thrive.

As the world’s leading conservation organization, WWF works in nearly 100 countries. At every level, we collaborate with people around the world to develop and deliver innovative solutions that protect communities, wildlife, and the places in which they live.

World WildLife Fund TV Spot

World Wild Life Fund – Snow Leopards TV Spot


Big Brothers Big Sisters of Canada

Big Brothers Big Sisters of Canada enables life-changing mentoring relationships to ignite the power and potential of young people. Since 1913, we have been matching children with adult role models in professionally supported mentoring relationships that help them achieve their biggest possible futures.

Big Brothers Big Sisters TV Spot


Covenant House California

Yeeboo Digital has worked closely with client Covenant House California to place a 15 second clip from the video below in to CTV. Shorter clips from previously made creatives can be a great way to jump in to the connected tv space and test the waters without a large financial investment.

Covenant House California (CHC) is a non-profit youth shelter that provides sanctuary and support for youth experiencing homelessness, ages 18-24. CHC provides a full continuum of services to meet the physical, emotional, educational, vocational, and spiritual well-being of young people, in order to provide them with the best chance for success in independence.



This recent video spot from March.10, 2022 was released to Youtube, Facebook and Twitter quickly after the war began. 

UNICEF works in over 190 countries and territories to save children’s lives, to defend their rights, and to help them fulfill their potential, from early childhood through adolescence. 

UNICEF TV Spot – Ukraine War

Managing the expectations of an investment in CTV for nonprofits

If you’re a nonprofit considering connected TV advertising, you’re probably wondering what kind of ROI you can expect. Well, the answer is that it depends on a few things – like your goals, target audience, budget, and how awesome your ad campaign is.

But here’s the good news: studies have shown that connected TV advertising can give you a bigger bang for your buck than traditional TV advertising, especially if you’re looking to boost your brand awareness and engage with your audience.

If your expectation though is an avalanche of immediate donations unfortunately CTV may not be the channel for you. It truly works best from the lens of an omni-channel approach. CTV is incredible for further brand awareness or social proof of the work your nonprofit provides. And you are able to make sure it is getting in front of the right people.

Combining these ads with retargeting via google, FB, instagram, etc is where the real magic happens for donor acquisition and future fundraising.

Connected TV: The Future of Nonprofit Advertising

In conclusion, connected TV is rapidly transforming the way nonprofits approach branding and marketing. As streaming services continue to dominate the entertainment landscape, connected TV has emerged as a powerful platform for nonprofits to engage with audiences in a meaningful way. By leveraging the targeting capabilities of this technology, nonprofits can now reach the right people at the right time and in the right context, all while making the most of their marketing budget. 

At Yeeboo Digital, we believe that connected TV is not just another Netflix binge-watching obsession, but a game-changing tool that nonprofits can use to create lasting impact and build meaningful relationships with their audiences. So why wait? Get in touch with us today to learn more about how we can help your nonprofit succeed in the world of connected TV!

Tasha Van Vlack (article author) is a nonprofit connector, marketer and advocate. She works closely with the Yeeboo Digital team to curate excellent resources that will support nonprofit professionals in advancing their missions.

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