• Increased brand reach
• Improved campaign results
• Streamlined donor experience 

NextGen recognizes the importance of traditional channels while embracing new technologies. Mention we will work with LKA strategists to create comprehensive multichannel campaigns ​ 

At its root, no matter the channel, fundraising works best when it is aligned with mission, financial goals, and organizational strategy. We work to minimize any perceived disconnect and make every campaign feel consistent in messaging.  

We believe that a critical component of supporting multichannel marketing is maintaining an evolving awareness of privacy policies and regulations in the digital landscape. Our experts will ensure compliance for digital accessibility, data and privacy, and platform-specific compatibility requirements.  

In the same way that using channels like display and social can provide a lift to search campaigns, email, and your website donation form, they can also provide a lift to your direct mail campaign.  

NextGen will produce eye-catching creative that is consistent with your mail campaigns. The digital advertising reinforces the messaging in the mail campaigns, generating an overall lift.​

At the conclusion of each campaign, we provide a customized analysis to demonstrate how digital ads and mail packages impacted overall program giving. 

Audio & Podcast Advertising

Pay-per-click (PPC) advertising is a digital marketing model where advertisers pay a fee each time their ad is clicked. It allows businesses to bid for ad placement in a search engine's sponsored links or on other platforms like social media and websites.

You don’t have to pay for the ad to show up—just when someone actually clicks on it and visits your website. Essentially, every "impression" of your ad is "free" brand exposure.

One of the most common examples of PPC is Google Ads. These placements capture audiences actively searching for your brand and provide a frictionless donor journey by driving traffic to specific landing pages or donation forms.  

Programmatic advertising automates the buying and selling of ad inventory using your DSP of choice. It uses algorithms and real-time bidding to purchase ad space.

Working with a DSP for larger-scale campaigns is beneficial because their tools enable advertisers to buy digital ad inventory across multiple ad exchanges through a single interface.

NextGen partners with StackAdapt to help nonprofits achieve their marketing and fundraising goals.  

NextGen is a certified Google Advertising Partner, so we know the best tactics to create success for a client’s brand and mission. 

Our certifications include Google Search Ads, Google Display Ads, and Google Video Ads.  

Paid search advertising allows organizations to appear above organic search results—positioning your brand as a top-of-page priority placement.  

This channel provides a convenient donor journey for users with transactional intent while also capturing individuals who have a philanthropic interest and positive affinity with your brand and mission.

NextGen is a Meta Agency Partner, with extensive expertise in Facebook and Instagram advertising. 

The ultimate visual medium. Success on social thrives on captivating creative. ROI is lower on social, but it provides an overall lift to results. You should treat it like a billboard. It’s also a great space to target your followers. Less than 10% of a page’s followers will see an organic post.  

Paid social ads can be targeted to specific groups of people based on interests, behaviors, location, and more. You can reach a wider audience, drive traffic to your website, and increase sales or brand awareness.

Think of display like an online billboard. Display advertising is a powerful tool with wide reach, precise targeting, and creative capabilities beyond what text-forward search ads offer. 

While direct ROI is difficult to attribute, display ads are a critical part of full-funnel digital acquisition, acting as an additional touchpoint and reminder to give.  

NextGen has a few options for smaller-scale Connected TV campaigns:

Through our programmatic vendor StackAdapt, we provide robust campaigns that extend to all streaming platforms with one ad buy. It is more expensive but allows for more detailed targeting and allows you to add interactive elements like a QR code or animation.

Meet prospects and donors where they are. Connected TV (CTV) is a top-of-funnel strategy, designed to build brand awareness rather than drive immediate ROI. It plays a crucial role in lifting overall campaign results.

Audio and podcast ads offer a way to reach engaged, niche audiences with minimal ad clutter. They allow you to leverage trusted voices and target specific demographics and interests (including music genres), making them an effective, cost-efficient tool for building awareness and supporters.

You can choose between self-serve and programmatic options. Self-serve platforms (like Spotify Ad Studio) let you create, manage, and target ads with more control and flexibility, often on a smaller budget. Programmatic ads automate the process, allowing for real-time bidding and placement across multiple platforms, making it easier to scale and optimize for reach. 

Digital Out-of-Home (DOOH) uses digital screens in public places to show ads. DOOH is resilient to several of the limitations of other digital advertising. Ads cannot be manually or automatically blocked, and users do not have the option to “skip” this content.  

DOOH includes many of the advantages of digital ads, including geo-fencing (targeting specific locations or events), targeting, QR codes, and enhanced audience data. They are typically placed in busy areas like city centers, airports, train stations, etc., capturing the attention of people as they go about their day. 

DOOH can be scheduled to run during peak times when more people are likely to see them, increasing the chances of getting donations and engaged customers. 

NextGen partners with Tatango to provide a full-funnel approach. We help build relationships with supporters, making it easy for them to contribute to your cause, and deepening their affinity for your nonprofit. 

We recommend messaging that primarily focuses on stewardship and engagement, with occasional fundraising asks. Additionally, we use segmentation tools to target specific audience subsegments to deliver a more authentic one-on-one communication experience.

Text messaging achieves a 99% open rate, and 78% of people indicate that text messaging is the best way to reach them.

A strong email fundraising strategy serves as the backbone of any digital program.

Our digital strategy covers the entire donor journey from prospect to donor and builds affinity for your organization.

• Email strategy
• Copywriting
• Creative design
• Email build

NextGen specializes in and offers:

Our goal is to not only report on the results but deliver actionable information through solid analysis and an unbiased understanding of what the data represents. Partnering with NextGen opens opportunities for broader and deeper reporting and analysis on campaign and donor base performance. 

We no longer live in a world where attribution is clear-cut. When you send a donor a direct mail letter, they may give on your main donation page. On average, it takes eight touchpoints for a consumer to make a decision, and we’re seeing the same logic now apply to fundraising.

We balance real-time optimization with a time-honored approach to A/B testing. Our framework for establishing test plans is within the context of three main fundraising principles:  

• Acquistion: how to identify and convert prospects  
• File Stability: how to retain and upgrade donors  
• Value Development: how to establish greater yield 

NextGen provides revenue reporting and information on important marketing KPIs like click-through-rate, impressions, and demographic information.

Digital Dashboards dive deep into key performance metrics from digital advertising platforms. We create individualized reports to track creative tests, keywords, device use, and channel mix. 

We know how important it is to stay current on digital privacy policies. Regulatory laws introduce new challenges and expenses to donor acquisition and communication. In an environment of constant change, NextGen will help educate internal stakeholders, collaborate with legal/policy teams, and ensure regular reviews and compliance.

We’ll work with you to update your privacy policy and install necessary pixels (Meta Pixel, Google Analytics, etc.) to enhance tracking information and allow for the retargeting of website visitors and users who have visited your donation page but did not complete the transaction.  

This approach helps maintain transparency and accountability throughout the data collection process. Additionally, our team stays agile in adapting to new regulations and industry standards and continuously refines our methodologies to optimize ad campaigns effectively while protecting user privacy. 

PersonaBuilder, part of NextGen’s Donor Insight Gateway™, allows fundraisers to create personas and acquisition audiences that seamlessly integrate with paid advertising platforms and makes it easier than ever to understand and reach your best prospects and donors at scale. 

NextGen uses PersonaBuilder to help identify targeted market capacity and facilitate audience development and then automates deployment across digital channels and platforms.  

Powered by our partners at Wiland, PersonaBuilder leverages unmatched data sources and sophisticated, A.I.-driven predictive modeling from the largest U.S. consumer social-spending graph ever assembled combined with America’s largest donor database.