Advertising

At husking time the tassel fades

To brown above the yellow blades,

Whose rustling sheath enswathes the corn

That bursts its chrysalis in scorn

Longer to lie in prison shades.

Among the merry lads and maids

The creaking ox-cart slowly wades

Twixt stalks and stubble, sacked and torn

At husking time.

The prying pilot crow persuades

The flock to join in thieving raids;

The sly racoon with craft inborn

His portion steals; from plenty’s horn

His pouch the saucy chipmunk lades

At husking time.

Nonprofit digital ads spend increased by 11% in 2024, with nonprofits reinvesting $0.14 in digital ads for every dollar of online revenue.
Across digital and non-digital advertising channels, 72% of spending was dedicated to direct fundraising.
Spending on connected TV advertising increased by 84% in 2024, and made up 15% of fundraising advertising budgets.
Search advertising had the highest return on ad spend (ROAS) at $2.23.
Multi-channel ad formats (including platforms like Google’s Performance Max) also generated a remarkably strong ROAS at $1.49.
Lead generation made up 10% of advertising budgets, with an average cost per lead of $2.09.

Read every line of our analysis in the PDF. Or peruse all charts below.

Change in investment in digital advertising

Investment in digital ads divided by total online rev

Share of digital advertising budget by goal

Share of digital ad budget by goal and channel

Percent of digital advertising budget spent in each month

Change in investment in fundraising advertising channels

Change in investment in fundraising social media channels

Return on advertising spend (ROAS)

Return on ad spend (ROAS) by sector and goal

Cost per donation

Cost per advertising lead by platform