Programmatic AI Advertising For Charities

Non-profit organisations need more than just branding to market themselves. The purpose is to promote a cause and benefit society at large. While non-profit organisations leverage many of the same marketing tactics as businesses, they do so without providing tangible products or services in return.

It can be difficult for digital marketers to market a non-profit’s emotional connections or set of values since it can be more challenging than marketing a product or service. In addition, it is important to overcome the preconception that most donations will be wasted and won’t make any difference. 

Donating is just as difficult as convincing customers to buy a product, if not more so. However, understanding how and why advertising can positively affect charitable causes is essential to appreciate its importance. Non-profit marketers can greatly benefit from programmatic advertising.

Organisations or foundations that support a variety of causes, ranging from humanitarian to religious to scientific to literary. For advertisers, this means a wide selection of targeting options are available. It is essential to identify your goal before determining who your target audience is. Because non-profit campaigns will have different goals, consider these questions:

  • What is the organisation trying to accomplish?
  • How much money do they need to raise?
  • What type of cause are they trying to inform the public about?
  • Are they trying to get volunteers to sign up? If so, how many?

Mission-driven AI is intelligence that impacts your organisation’s actual mission or program. Your non-profit can use AI to support your cause by finding more insights to bolster your organisation and fight the good fight.

Chatbots are the perfect answer to our desire to get information instantly. Non-profits can use chatbots to respond to frequently asked questions like, “When is your gala?” or “How do I fundraise for your organisation?” Here are some more uses:

  • Storytelling. If someone comes to your website and wants to understand more about your story, a chatbot can address those inquiries. They can answer using pre-populated responses, so your organisation seems responsive, active and engaged, even when you’re busy tying up your year-end giving campaign.
  • Donors. Imagine a world where chatbots collect your donations — yes, it’s possible! You can program a chatbot to answer questions like, “How can I donate?” by requesting information step by step. For example, the chatbot can ask, “How would you like to donate? Cash? Check? Credit Card?” “Would you like to make this a monthly donation?” and more. This is an effective way to get those small donations in, easy! Chatbots exist everywhere, from Facebook to your website. Finding them is just a Google search away.
  • Support. Ever visit your favourite non-profit’s Facebook page and get a chat pop up that says, “How can I help you today?” That’s AI. Those bots exist to field queries and comments around their organisation to help the humans who work for the non-profit answer technical questions.

Additionally, you can use AI to sift through your donor database to find commonalities between your donors, their average donation and how often they donate to target your gift asks or gala invites, so it ends up in the right place at the right time. One of the strengths of AI tools is the ability to effectively leverage tabular data. Combining machine intelligence with your existing data provides insights into the features that make your contacts ideal donors.

Using your non-profit’s database, you can model data sitting in your database, along with third-party data points, to help you achieve significant lifts in donor acquisition, engagement and retention rates through predictive analytics. This changes the game for non-profits because you are equipped with technology that allows you to visualize your donor database by segmenting it into actionable insights.

Ultimately, the core purpose of each non-profit is its ability to fundraise to support its mission, and AI and ML can be leveraged there as well. At the end of the day, AI in philanthropy can be viewed as an iceberg. The tip that sticks out of the water is how AI is currently used for fundraising, but beneath the water is a massive opportunity for non-profits to leverage AI and ML to achieve their mission in a more effective and efficient manner.