Connected TV for nonprofits.
You are not selling anything. You are asking a community to notice, to care, and to show up on one particular day. So this page skips the sales math and starts with your calendar.
Start with the day that matters.
Pick the day your campaign has to land on. The run sheet works backwards from it and tells you plainly whether there is time. Then see a budget in your terms, not a sales team’s.
Run sheet
No. 26 of 26
Working back from Give to the Max Day
Thu, Nov 19, 2026
Ninety days, worked back from the day
Ninety days is the usual runway: delivery first, then search, then lift. It is a typical pattern, not a promise.
- Aug 21Month 1 On air. Delivery and frequency.The right homes see your commercial a few times each. It is too early to count gifts.
- Sep 20Month 2 Search starts to move.People look up your name and visit your site, if the creative and the area are right.
- Oct 20Month 3 Lift is fair to talk about.If measurement is set up. By now your ask reaches people who have already met you.
- Nov 19Give to the Max DayThe day everything above was for.
The ninety days are how a Connected TV campaign usually goes, not a promise. Making the commercial comes before air, and a person quotes that after hearing about yours.
$2,500 to $5,000 a month is a real single-market test when the area is tight: a handful of zip codes, not the whole metro.
Optional, and yours. We do not assume one.
Mission ledger
No. 26 of 26
Nonprofit and community
One month
- Media budget
- $5,000
- Homes that see iteach about 4 to 7 times
- 37K to 65K
- Watched to the end90 to 98% of 235K to 282K plays
- 212K to 276K
- Gifts and signups$5,000 at $20 to $80 each, our planning range
- 63 to 250
- First giftstype your average gift to fill this in
- not set
- Give again next yearif each is a first gift: 18.9% of new donors gave again in 2025
- 11 to 47
For the board
The same $5,000 is postage for about 19K to 30K letters, before printing. Or 235K to 282K full-screen plays in 37K to 65K homes.
They do different jobs. Mail asks people who know you. TV is how people come to know you.
A planning range worked from your inputs and national averages. It is not a forecast or a guarantee, and no two months or communities are the same.
Measured in donations & signups.
A nonprofit campaign is counted in people who raise a hand: a first gift, a volunteer signup, a seat at the gala. Nobody clicks a TV, so we plan around those.
- Month 1
Delivery and frequency.
Your commercial builds toward a few views in each home. Do not judge donations & signups yet.
- Month 2
Search starts to move.
Searches for your name and direct visits to your site usually start moving, if the creative and the geography are right.
- Month 3
Lift is fair to talk about.
Often 10 to 25% over your baseline on site or store activity, if measurement is set up. That is a typical range, not a promise.
All the way through, 90 to 98% of the times your commercial plays should be watched to the end. Under about 90 means something is wrong with the supply or the file, and we go and fix it. Every month you get a plain-English report: what ran, what moved, and what we are changing.
The homes you pick. Nobody else.
Your commercial runs in Minneapolis-St. Paul, Rochester or Duluth, or tighter than that: a list of zip codes, or a radius around your door. It airs on Hulu, Disney+ and ESPN, Paramount+, Peacock, The Roku Channel, Tubi, Pluto TV and YouTube on TV. We buy the space on those services; we do not own them.
The community you serve
By zip code or radius: the neighborhoods you work in, and the ones your donors live in. They are not always the same, and the plan can cover both.
Next to the local news
Local news, weather and live sports are where a community is watching together, and where a local cause belongs.
- 35%Connected TVYour commercial, full screen, in the homes you picked.
- 20%SearchCatches people when they look you up by name.
- 30%DisplayYour name on the sites and apps they use between shows.
- 15%AudioPodcasts and streaming radio: cheaper reach alongside the TV.
A typical split for this kind of business, not a result. Yours is built around your area and your budget.
Thirty seconds. Three beats.
Here is the shape of a commercial for a community food shelf. Yours is written from what is true about your business: AI helps us draft options, people choose and rewrite, and you approve the script before anything is filmed. We produce your commercial; our production partner films it.
Already have a video that works on a TV? We can run that instead.
- 0:00
The hook
- We see
- A food shelf at closing time. A volunteer turns the sign, and there is still a line outside.
- We hear
- This is ten minutes from your house.
- 0:05
The offer
- We see
- Your people doing the work. Faces, not statistics.
- We hear
- [Your Organization] [does what], for [whom], right here in [your community].
- 0:22
What to do next
- We see
- Your name, your web address and the day that matters.
- We hear
- [Your big day] is [date]. Be part of it at [yourorg].org.
Words in [brackets] are yours to fill in. Nothing in this example is a claim about a real business.
TV makes them search your name. Google may pay to catch it.
People who see your commercial look you up. Google Ad Grants gives qualifying nonprofits up to $10,000 a month of search advertising, at no cost, and that can be the ad they find.
The grant is yours to apply for, through Google for Nonprofits. Once you have it, it is a search campaign with a few extra rules, and running search campaigns is part of what we do.
- What it is
- Up to $10,000 a month of text ads on Google search results. You do not pay for them.
- Who qualifies
- An organization registered with the IRS as a 501(c)(3), verified through Google for Nonprofits.
- Who does not
- Government bodies, hospitals and health care organizations, and schools and universities. Their charitable foundations can.
- Read it yourself
- Google Ad Grants, frequently asked questions and Google for Nonprofits, eligibility in the United States, read 6 October 2026.
Other industries
Your mission on their TV. Their name on your list.
Tell us your budget and your area. We come back with a plan and the estimates behind it, and nothing is spent until you approve it.