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CTV Ads for Nonprofits: How Streaming TV Boosts Donations & Awareness.

Streamworks Blog

CTV advertisement example showing Grammarly brand video ad playing on connected TV in home living room

Picture this: It's Tuesday evening, and Sarah is streaming her favorite show on Roku. Between episodes, she sees a compelling 30-second video about a local food bank's urgent winter donation needs. She's moved, engaged, and—most importantly—she acts. Within minutes, she's made her first donation.

This isn't fantasy. It's happening every day through Connected TV (CTV) advertising, and nonprofits that aren't paying attention are missing one of the most powerful fundraising opportunities available today.

Why Connected TV Advertising Matters for Your Nonprofit

Your Donors Have Cut the Cord

Traditional TV viewership is plummeting while streaming explodes. 83% of U.S. households have streaming subscriptions, with the average household using four different platforms. Your future major donors—especially Gen Z and Millennials—are increasingly unreachable through traditional television.

But here's the game-changer: streaming viewers maintain 96-98% completion rates, creating a captive audience for your mission-driven messages. Unlike traditional TV viewers who leave during commercial breaks, streaming audiences stay engaged.

The Perfect Storm for Nonprofit Success

CTV advertising combines the emotional impact of video storytelling with digital advertising's precision targeting. It's like having the best of traditional TV and online marketing in one package—and 87% of brands say CTV advertising outperforms traditional TV ads.

Understanding Connected TV: Key Terms Decoded

Connected TV (CTV): Any internet-connected television (smart TVs, Roku, Apple TV, gaming consoles)

Over-The-Top (OTT): Streaming content delivered over the internet (Netflix, Hulu, YouTube TV)

Linear TV: Traditional scheduled television programming

The beauty of CTV? It feels like traditional television to viewers, but operates with sophisticated digital targeting and measurement capabilities.

How CTV Advertising Transforms Nonprofit Fundraising

Laser-Focused Targeting

Unlike traditional TV's spray-and-pray approach, CTV lets you target with surgical precision:

Cost-Effective Entry Point

Traditional TV required massive budgets that excluded smaller nonprofits. CTV advertising starts at just $1,000 per month, with CPMs typically ranging from $15-40—often more cost-effective than traditional TV when factoring in improved targeting.

Measurable Results

CTV provides detailed analytics traditional TV never could:

Your CTV Advertising Quick-Start Guide

Step 1: Define Goals and Audience

Before creating ads, determine if you want to:

  • Drive direct donations for specific campaigns
  • Build organizational awareness
  • Promote upcoming events
  • Retarget website visitors

Define your target audience specifically: demographics, interests, giving history, and behaviors.

Step 2: Create Compelling Video Content

You don't need Hollywood budgets. Successful nonprofit CTV ads use:

Pro tip: Keep videos 15-30 seconds, focus on emotional storytelling, and include clear calls-to-action.

Step 3: Choose Your Platform

  • Advertising agencies: Best for CTV newcomers
  • Self-service platforms: More control, requires expertise
  • Specialized nonprofit services: Tailored pricing and support (like AdGood)

Step 4: Budget Smart

  • Minimum effective budget: $1,000-2,500/month
  • Small campaigns: $2,500-7,500/month
  • Medium campaigns: $7,500-20,000/month
  • Large campaigns: $20,000+/month

Start small, test, optimize, then scale up.

Maximizing Your CTV Campaign Success

Best Practices That Work

  1. Lead with stories, not statistics: Create emotional connections through real beneficiary impact
  2. Simplify calls-to-action: Use easy-to-remember URLs or text-to-give codes
  3. Test multiple creative approaches: Different stories, tones, and CTAs
  4. Coordinate with other marketing: Integrate with email, social media, and direct mail
  5. Optimize for mobile: Many viewers will visit your site on their phones

Common Pitfalls to Avoid

  • Targeting too broadly: Use CTV's precision capabilities
  • Ignoring creative quality: Professional-looking content is essential
  • Setting unrealistic expectations: Be patient while optimizing
  • Forgetting frequency optimization: Aim for 3-5 exposures per viewer

Measuring Success Beyond Donations

Track broader campaign impacts:

  • Brand awareness: Increased search volume for your organization
  • Website traffic: More program exploration
  • Email signups: New subscribers for cultivation
  • Social media growth: Increased followers and engagement
  • Volunteer interest: More people want to get involved

The Future of CTV and Nonprofit Fundraising

CTV advertising is still emerging, creating tremendous opportunities for early adopters. Watch for:

Start Your CTV Journey Today

Connected TV advertising isn't just about keeping up with technology—it's about maximizing your mission's impact by meeting donors where they actually are.

You don't need massive budgets or dedicated video teams. You need clear goals, compelling stories, and a willingness to experiment and learn.

Your next steps:

  1. Start with a small test campaign
  2. Focus on one clear goal (event promotion or donor retargeting)
  3. Create simple, story-driven video content
  4. Use results to refine and expand your approach

The donors you want to reach are already streaming. The platforms are ready. The only question is: Are you ready to meet them there?

Your future donors are just one compelling video away.

The Digital Marketing Funnel This guide is designed to provide you with a comprehensive overview of where to focus your efforts when utilizing digital marketing to attract new donors.   

 
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