C+K and Heifer International Turn CTV Into a Monthly Giving Engine With MNTN

Heifer International had been running a robust fundraising program that was effective at generating one-time donations, but the organization knew that long-term growth depended on “sustainers” — monthly donors who provide predictable, recurring revenue and carry a significantly higher lifetime value.

When C+K came on board, the team saw an opportunity to accelerate Heifer International’s sustainer acquisition by using CTV to reach new audiences and amplify their media efforts on other channels. C+K could tap into the channel’s brand-building power while taking full advantage of the targeting precision and measurability that MNTN provides.

“We always try to stay ahead of trends in how to effectively reach donors,” said Kim Perrow, Vice President of Direct Marketing at Heifer International. “More and more donors are consuming content on CTV, so we wanted to reach them where they were already engaged, with a message that makes sense.”