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. The campaign was powered by TARA Media’s Media Buying Platform (MBP), which enabled efficient, targeted delivery across digital channels. MBP is designed to make uploading audiences lightning fast, reach donors with precision, and that all adds up to PBS stations being able to maximize their ad dollars.

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. The MBP was critical to this success, ensuring ads were placed strategically and consistently so that PBS stayed visible to donors at the right moments.

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.

With the MBP, PBS stations were able to track donor exposure to ads and connect those impressions with gifts received through other channels — a true demonstration of how coordinated, multichannel outreach boosts results.

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.

By leveraging TARA Media’s Media Buying Platform, PBS stations THIRTEEN, WLIW, and NJ PBS achieved greater efficiency, minimized wasted spend, and ensured their donor messaging was delivered exactly where it needed to be.