84%
The increase in connected TV advertising spend by nonprofits in 2024
Nonprofits are betting big on streaming. Connected TV advertising spend surged 84% in 2024, with CTV now claiming 15% of direct fundraising budgets. For awareness campaigns, it's even bigger: 33% of spending went to connected TV, more than any other channel.
Why it matters
Your donors have cut the cord. While display ads fight for attention and social posts get scrolled past, connected TV delivers full-screen, sound-on storytelling in living rooms nationwide.
This isn't experimental spending anymore. The 84% surge signals that early adopters are seeing real returns. Connected TV bridges the emotional power of television with digital's targeting precision, reaching cord-cutters who traditional TV can't touch. As targeting improves and costs stabilize, organizations still on the sidelines risk missing the window before saturation hits.
Do this
Start with awareness campaigns that showcase your mission through emotional storytelling, where connected TV truly excels. Repurpose your best social video content to test the channel without massive production costs: what captivates on social often translates powerfully to the big screen.
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