[Ep. 89] The Acquisition Channel That Lifts All Others — But Most Nonprofits Ignore It (with Kris Johns)
Nonprofits are facing unprecedented funding volatility, shrinking donor files, and increased pressure to prove impact, forcing them to rethink how they build trust with new and current donors.
In today's episode, Kris Johns discusses how nonprofits can tap into television as a surprisingly accessible, highly trusted channel for donor acquisition and long-term relationship building — often at a cost lower than social media advertising.
Tune in to learn how television amplifies every other channel in your mix, why evergreen efforts matter all year long, how small budgets can still succeed on the big screen, and how to measure results across an integrated fundraising campaign.
Episode highlights include:
Why donor acquisition shifted from a marketing task to an organizational survival issue.
How television advertising builds trust more effectively than social media and search.
Why year-round “evergreen” campaigns beat the Q4 fundraising scramble.
What “connected television” (CTV) actually is and why it’s no longer just for big brands.
How small, local nonprofits are succeeding with CTV on $250–$800/month budgets.
The story of a tiny music school that grew event attendance 230% and donations 400%.
The hard truth that your mission is worthy of attention — but not entitled to it.
What nonprofits can steal from commercial advertisers about building loyalty and resonance.
How to think about ROI and justify television spend to your board and leadership.
The role of generative AI in making TV ads accessible to small, resource-strapped nonprofits.
Why authenticity in video matters more than high-end production values.
Listen here:
Additional Resources
[NPFX] Authentic, Ethical, and Effective Messaging — From Theory to Practice
Guest
Kris Johns is the CEO and Founder of The AdGood Foundation, a 501(c)(3) nonprofit dedicated to transforming unused advertising inventory into a powerful tool for social change. By leveraging global partnerships and advanced technology, AdGood empowers nonprofits with affordable and effective Connected TV (CTV) advertising solutions. With over 15 years of experience in media technology, Kris specializes in Streaming (FAST & AVOD), Monetization, and AdTech. His career has been driven by a commitment to innovation, growth, and impact, consistently achieving revenue growth and enhanced profitability through strong client relationships and strategic leadership. Founding AdGood was a natural evolution for Kris, uniting his passion for social impact with a deep understanding of streaming and AdTech. Under his leadership, AdGood continues to innovate and lead in the digital advertising industry, delivering effective solutions that meet the evolving needs of clients and consumers alike.
Host
Russ Phaneuf, a co-founder of IPM Advancement, has a background in higher education development, with positions at the University of Hartford, Northern Arizona University, and Thunderbird School of Global Management. As IPM's managing director & chief strategist, Russ serves as lead fundraising strategist, award-winning content creator, and program analyst specializing in applied system dynamics.
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