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 getting donors in the door — it is what happens to their value over time when the strategy is built around monthly giving from the start.
• Always On, Always Monthly: Running AlwaysOn campaigns with a monthly-first approach does not just improve short-term metrics — it fundamentally shifts the composition of your donor file toward committed, recurring supporters.
• The Platform Is Part of the Strategy: Getting donors to your page is only half the equation. The infrastructure behind how they give — defaults, checkout experience, giving options — determines whether a campaign converts into long-term revenue.
• Real Stack, Real Results: Canadian Cancer Society is not here to talk theory. This session is a data-heavy, under-the-hood look at a live strategy — with the creative, the conversion numbers, and the platform decisions to back it up.