“It’s Like DRTV With Triple the Return!”: Why the Time for Connected TV Testing is Now

The nonprofit industry has seen more digital acceleration in 2020 than any year before. Without face-to-face fundraising, we’ve often had to shift budget into other channels where donors are spending more of their time. Connected TV may seem like the wild, wild west for nonprofits, and without the changes of this year, it’s likely the channel would have remained in that far-off distant future of media formats you might have tried in a few years. But the streaming renaissance is real and it’s here, and CTV is not only effective at reaching donors where they are, but it’s also cost effective.

We know, you’ve probably got questions. Like, how can I trust that my investments will pay off when CTV isn’t driving direct revenue that I can see hitting our bank accounts? And, I heard measurement isn’t perfect? But it’s best to remember that when it comes to donor behavior, the days of a linear path to conversion are long gone (and if they’re not, you better get them in your rearview mirror fast!). We’re here to show you that CTV can be an effective surround-sound AND revenue-driving channel. We’ll dig into programs run with our clients, Best Friends Animal Society and PLAN International USA, to show you what the CTV test phase looks like versus the fully optimized, as well as the results. And we’ll show you why CTV isn’t just great for digital-first organizations, but also for those relying on traditional channels like DRTV, too!

3 Key Takeaways:

  • What are the ins and outs of running a CTV campaign, from available inventory, to costs, to measurement?
  • How do you make CTV an effective addition to your media mix, especially given the increasing shift to digital over the last year?
  • What does a successful CTV program look like? We’ll take you through some case studies, from testing through a fully optimized program that generates real results!


Start: Wednesday, May 12, 2021 at 1:00pm

End: Wednesday, May 12, 2021 at 2:00pm


Registration Pricing

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Webinar Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $0 Silver Tier $0 Individual $0 Nonmember $0


Jessica Earl
Senior Manager of Digital Advertising | Best Friends Animal Society

Jessica Earl is the Senior Manager of Digital Advertising for Best Friends Animal Society, where she leads the organization’s online paid advertising programs across social media, display, video, and paid search networks. In this role, Jessie is responsible for crafting and executing brand-enhancing and revenue-generating campaigns for new and existing donor audiences. She also oversees social advertising efforts across Facebook, Twitter, LinkedIn, Pinterest and Yelp. Jessie loves dreaming up creative ways to build on Best Friends’ great content and digital relationships to spur action.

Tori Richards
AVP of Nonprofit Strategy | ForwardPMX

Tori Richards leads strategy and business development for ForwardPMX's nonprofit division. Working in the fundraising industry for nearly a decade, Tori started her career in account services managing digital campaigns for nonprofit clients both large and small. Tori supported donor acquisition, stewardship, and engagement through her strong expertise in digital advertising, email marketing, and integration. While working in account services, Tori partnered with clients such as Wounded Warrior Project, Humane Society of the United States, American Museum of Natural History, Shriners Hospitals for Children, and the Art Institute of Chicago. Tori is highly involved in the industry frequently speaking at conferences and writing articles for industry publications. In December, Tori received DMAW's Rising Star Award recognizing her contributions, leadership, and innovation across direct marketing.

Bailey Bernius
Director of Nonprofit Strategy | ForwardPMX

Bailey is a digital marketing professional with over 10 years’ experience in the nonprofit industry. She develops and executes digital fundraising strategy for nonprofit partners by providing the analysis, creative input and multi-channel integration recommendations needed to achieve program success. She has worked with nonprofits across verticals, including: Plan International USA, Alzheimer’s Association, U.S. Olympic & Paralympic Foundation, and Disabled American Veterans.