Nonprofit

Types of ads you need to know about

3 min read

May 29, 2024 11:05:29 PM

083: Types of ads you need to know about

You wrote the perfect email: a captivating subject line, personalized details, and a powerful call to action. Despite your best efforts, it still doesn't bring in the results you're looking for.

The rule of seven tells us that people need to see our message at least seven times before they take action. So, relying solely on one channel, even with the most compelling copy, limits your reach and impact.

Enter digital advertising. As people spend more time scrolling on social media and surfing the web on their phones, strategically targeting the right people with ads will amplify your message and boost engagement.

Interested in how? Let’s explore this week’s resources!

Nhu Te headshot

Snackable snippets

The best ad campaign to boost donations 📖
Are you noticing an uptick in donation abandonment? Chances are something else caught their attention midway through their gift.

Perhaps the intention of donating is still there, or they need a little extra convincing — whichever the case, cart abandonment ad campaigns can help you recapture that generosity.

Advertisers are rebuilding search strategies 📖

It’s unclear how Google’s new AI-powered search tool will affect advertising. Some even project that organic traffic will decrease by 25%. While it’s too early to tell, marketers are already planning to experiment with new SEO strategies.

Because videos and images will lift visibility in AI Overviews, marketers are adding these elements to their websites. Other marketers are investing more resources in organic traffic sources like Reddit.

Ad types consumers say are most influential 📖
Testing ads with your own audience is the only surefire way to determine which ad type produces the highest conversion rate. But it’s always helpful to understand industry benchmarks.

Regarding consumers, the most influential ads that are most likely to drive purchase consideration are personalized and non-intrusive. Check out this AdAge article for the full descriptions of these two ad types 👀

This brand is testing eye-tracking 📖
Even with Google's push to deprecate third-party cookies, many brands aren’t waiting around to find a viable replacement tool.

Pet food brand Lily’s Kitchen has already begun experimenting with eye-tracking audience panels to gauge ad effectiveness. The brand is already seeing positive results, with a 20% increase in sales leading up to last year’s Black Friday.

What you can learn from this joint campaign 📖
Hitting your fundraising goals in a competitive market sometimes means working collaboratively with other like-minded nonprofits.

That’s why six immigration-rights nonprofits are partnering to raise $3 million to provide legal support for families. The Chronicle sat down with representatives from five of these organizations to learn what other nonprofits need to know about collaborative fundraising.

In the news

Last week, Meta announced that effective June 30, select European countries will no longer be able to use its fundraising tools on Facebook and Instagram.

A full list of countries impacted include Austria, Belgium, Denmark, Finland, France, Germany, Republic of Ireland, Italy, Luxembourg, Netherlands, Norway, Poland, Portugal, Spain, and Sweden.

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Lawmakers on a House subcommittee advanced a draft privacy bill, the American Privacy Rights Act, which aims to impose broad restrictions on data collection and usage by companies nationwide.

The bill's current version requires businesses to allow consumers to opt out of online behavioral advertising, replacing the original version's stricter provisions that would have required opt-in consent or banned such advertising entirely.

For your inspiration folder

No Kid Hungry paints a nostalgic picture of summer, reminding many of us of long summer days, the taste of ice cream, and fun in the swimming pool with friends.

Next, the organization highlights a crucial point: millions of children face the greatest hunger at this time of year, as they no longer receive school meals and their parents struggle to make ends meet.

Then comes the part I love — the direct impact of a donor’s generosity — “1 dollar can help provide 10 meals for kids.”