Nonprofit Organization

Nonprofit Organization Produces 250% Higher Average Donations with MNTN’s Creative-as-a-Subscription™

This nonprofit organization needed a way to drive donations and acquire new donors, while continually increasing brand recognition. Ready to try a new advertising channel, they turned to MNTN to help them venture into the Connected TV (CTV) space. With MNTN Performance TV, the nonprofit was able to efficiently produce meaningful results. In fact, within months of launching their first campaign, they exceeded their cost per acquisition (CPA) by 32%.

After running advertisements on CTV for two-plus years, the nonprofit was ready to level up — they were consistently achieving their performance goals, but wanted to surpass them. MNTN’s Creative-as-a-Subscription™ (CaaS) proved to be the perfect solution.

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As a user of MNTN’s Creative-as-a-Subscription service, I can’t help but share my immense satisfaction with their offering. The time and financial savings have been nothing short of game-changing. Before CaaS, we struggled to meet deadlines, and high production costs were a worry. But now, we get four high-quality commercials produced annually without much effort, and the cost savings allow us to do more!

Marketing Executive
at Nonprofit Organization, Nonprofit Organization

180%

Higher Donations Produced by CaaS Ad Creative

Than 7-Month Old Creative

23%

Better Cost Per Acquisition

Than Goal

Objective

Level Up Their CTV Efforts Through Meaningful Ad Creative

Having worked with MNTN for over two years, the nonprofit had a strong CTV strategy in place. Running concurrent prospecting and retargeting campaigns, they used Performance TV to target select audience groups. While the nonprofit organization experienced success with this, they needed a better way to efficiently produce meaningful ad creative that would resonate with their ideal customers, ultimately driving key metrics. (Especially during their biggest time of year — Q4.)

Solutions

Creative-as-a-Subscription™, Prospecting, Retargeting

Until this point, the nonprofit had been running the same set of advertisements on their CTV campaigns. As a result, the creative was starting to feel stale. They trusted MNTN as a strategic partner and were open when the Customer Success team suggested trying the CaaS offering as a way to boost performance.

Powered by QuickFrame by MNTN, CaaS is a first-of-its-kind solution that gives advertisers a steady stream of fresh TV creative — all at no additional cost beyond what they’d pay in media. This gave the nonprofit more CTV commercials to A/B test, optimize, and iterate, along with significantly more of their budget to spend on driving results.

The nonprofit was clear with what they wanted to convey — the ads needed to be emotionally driven and clearly show potential donors exactly where their money would go. The nonprofit’s dedicated CaaS production team met these wants by creating unique CTV advertisements that spoke directly to their ideal audiences.

“The creativity and innovation that CaaS brings to our commercials are unparalleled,” said their Marketing Executive. “Their ideas aren’t just fresh and unique; they’re tailored to our brand, resonate in ways that lift the conversion, and are as good as and even better than commercials produced through other creative agencies.”

With their new advertisements in hand, the nonprofit came up with a plan to test the impact of consistent creative refreshes on their campaign results. They targeted the same core audience with three different creatives, each with varying degrees of freshness:

  1. A control creative that had run for 5 months prior to the test

  2. A test creative that had run for 2 months prior to the test

  3. A fresh CaaS creative that launched with the test

After running the test for two months, the nonprofit was pleased with what they saw.

The Results

Stronger Conversion Rates and Higher Average Donations

MNTN’s clear reporting and analytics enabled the nonprofit to easily track their testing. They found that the fresh CaaS creative yielded the following:

  • 10% stronger conversion rates than the 2 month old creative

  • 84% higher average donations than the 2 month old creative

  • 15% stronger conversion rates than the control creative

  • 250% higher average donations than the control creative

The nonprofit was thrilled to see these results. They also loved how Performance TV’s reporting allowed them to view recurring versus one-time donations — a feat that other advertising solutions didn’t provide.

Moving forward, the nonprofit will continue to use MNTN and its CaaS offering as a primary piece of their advertising efforts as a way to drive consumer engagement and resulting donations.

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