Glossary P Paid Marketing

Paid Marketing

Paid Marketing in online fundraising involves leveraging paid advertising to increase the reach and conversions of fundraising campaigns and digital platforms. Unlike organic marketing, paid strategies deliver fast, measurable results but often come with higher costs.

Common paid marketing formats for nonprofits:

  1. Google Ads and Ad Grants

  2. Social Media Ads (especially Meta Ads)

  3. Video campaigns on YouTube

  4. Google Demand Gen or PMAX campaigns

  5. DV360 (Display & Video 360)

A key success factor in paid marketing is the strategic allocation of the media spend across channels that resonate most with donors. Comprehensive media analyses provide critical insights into channel effectiveness, helping to distribute the advertising budget in a way that aligns with donor preferences. Additionally, effective tracking offers valuable data for continuous campaign optimization, ensuring better performance throughout the campaign’s lifecycle.