More monthly donors, higher gifts

Key Insights

• From Acquisition to Lifetime Value: The real power of AI-driven tools and Google PMax is not just bringing donors in the door — it’s increasing their long-term value through a strategy built around monthly giving from the start.
• Always On, Always Monthly: Running AlwaysOn campaigns with a monthly-first approach doesn’t just improve short-term performance — it fundamentally shifts your donor file toward committed, recurring supporters.
• The Platform Is Part of the Strategy: Driving traffic is only half the equation. The infrastructure behind how supporters give — defaults, checkout experience, and donation options — plays a critical role in turning campaigns into long-term revenue.
• Real Stack, Real Results: The Canadian Cancer Society shares a behind-the-scenes look at a live strategy in action, including the creative approach, conversion performance, and platform decisions that helped drive results.