Overview

We all know PBS is supported by “viewers like you.” And if you’re like the average person, viewers like you see thousands of ads each day.

To stand out in the market, non-profit organizations need to be where their supporters are — offering engaging reminders about their critical work.

Last June, Mal Warwick Donordigital partnered with TARA Media to promote PBS stations THIRTEEN, WLIW, and NJ PBS through a comprehensive programmatic ad campaign aimed at boosting donor engagement and contributions.

Today, we’re celebrating the results. Drumroll, please!

Campaign Performance

Influencing Current Donor Behavior

Key Insight: Display ads serve as “nudges” in the donor experience. They help keep your mission

front-of-mind for supporters between other touch points and drive organic search and web traffic.

Where Donors Gave

Remember, we don’t expect to see direct gifts to display ads. What we expect to see is that donors who see our ads will go on to give in another channel — integration at its finest! Here’s how donors who saw our ads ultimately made their gift.

Conclusion

This campaign was a resounding success in engaging donors and boosting revenue, boasting an impressive match-back ROI of $50.35 for every dollar spent. It showcases the power of display advertising in influencing donations across channels and reminds us of the importance of being present in our supporters’ lives.