We all know PBS is supported by “viewers like you.” However, the average viewer sees a lot of ads each day. Those ads come in every format—from billboards to sponsored content on a phone screen—competing for attention in an already noisy environment. For public broadcasting and other nonprofits, that means you need to find ways to keep the mission in front of audiences between pledge drives and special events. Public media specifically thrives on connection—the sense that viewers are part of something bigger than themselves—and digital channels offer a way to nurture that connection year-round.

We partnered with another digital media team to promote local PBS stations in the New York tristate area through a comprehensive programmatic ad campaign aimed at boosting donor engagement and contributions. This initiative leveraged the reach and precision of digital display to strengthen donor relationships and encourage giving across multiple channels.

Display ads serve as nudges in the donor experience. They help keep missions front-of-mind for supporters between other touchpoints and drive organic search and web traffic. This nudge effect is especially valuable for nonprofits that often see most of their giving concentrated around specific moments—a membership renewal, a pledge drive or a special programming event. Display advertising fills the space in between, ensuring that donors see consistent reminders of the value the organization delivers.

By the time a donor receives a direct mail appeal or hears an on-air call to action, they’ve already been primed. They’ve seen the message in a banner ad while reading the news or in a sidebar while browsing arts coverage. Those and other repeated exposures reinforce recognition, making the next opportunity to give feel natural rather than forced.

Think Of Digital Channels As Amplifiers

Donors don’t always click on display ads to make direct gifts. Instead, after exposure, donors often go on to give in another channel. In our campaign, donors who were served display ads ultimately made gifts through multiple avenues: online giving forms, direct mail responses and on-air pledge events. This illustrates a key best practice in nonprofit fundraising: Treat digital channels not as isolated silos but as amplifiers for every other form of outreach.

The approach echoes what many high-performing nonprofits are discovering: When messaging is consistent across channels, donor engagement rises. A display ad might inspire someone to look up the station’s schedule, which leads them to the donation page. Or it might remind a lapsed donor to open a renewal letter they received weeks earlier. Each impression plays a role in moving supporters closer to giving.

Why Display Works For Nonprofits

The PBS mission delivers educational, cultural and public affairs programming that reaches audiences of all ages, backgrounds and interests. Its value proposition is something donors can see, hear and experience every day. Display advertising showcases this impact visually, pairing familiar branding with an immediate call to action.

Digital display also offers flexibility and precision. Geotargeting ensured that our ads were shown to viewers within the New York tristate market—those most likely to watch the stations. Programmatic buying made it possible to adjust placements on the fly, prioritizing websites and audiences generating higher engagement.

For nonprofits operating in competitive media markets, this ability to refine in real time is a significant advantage. You can shift your budget to the highest-performing audiences, maximizing the value of every dollar you spend.

Our campaign engaged donors and boosted revenue, boasting an impressive match-back ROI of $50.35 for every dollar spent. Match-back analysis—connecting ad exposure data to subsequent gifts—confirmed that display ads were influencing giving behavior even when the gift didn’t occur via a direct click. This is an important metric for nonprofits to track, as it captures the full value of awareness-driven marketing rather than focusing solely on immediate, last-click conversions.

Overall, the campaign generated 5,367 supporters—a third of whom were net new contributors—and raised more than $750,000 in donor gifts. This ROI meant more than just a healthy return—it was evidence that digital display can play a central role in sustaining donor relationships and driving contributions across multiple channels.

Lessons For Nonprofits

While our campaign was tailored to the needs of regional public broadcasting stations, the core principles apply broadly:

• Integration matters. Donors engage across multiple touchpoints. Reinforcing messages across channels increases the likelihood of a gift.

• Think influence, not just clicks. Awareness campaigns can inspire action in other channels, and that value should be measured and celebrated.

• Stay present year-round. Continuous, light-touch reminders keep the mission top-of-mind, so donors are ready to act when asked.

These strategies are particularly relevant for organizations with cyclical fundraising calendars. The space between major campaigns is a prime opportunity to maintain visibility and connection.

Display advertising can be powerful in influencing donations across channels and reminds us of the importance of being present in nonprofit supporters’ lives. With the right strategy, creative and targeting, digital display can deliver exceptional returns—both financially and in deepening the bond between an organization and its community.

Referring (Original) URL: https://www.forbes.com/councils/forbesagencycouncil/2025/10/17/how-digital-ads-can-turn-clicks-into-contributions-for-nonprofits/