A Case Study in Storytelling + CTV Fuel Donor Growth

Atlanta Mission recognized a critical opportunity: digital donors consistently deliver higher long-term value, yet their acquisition efforts were heavily weighted toward direct mail. With positive early results from digital acquisition and a clear need to expand beyond traditional channels, Atlanta Mission decided to strategically shift their investment from mail to digital.

At the same time, the organization wanted to elevate its storytelling. Bringing the realities of homelessness, addiction recovery, and life transformation to new audiences in a powerful, authentic way. Connected TV (CTV) offered the perfect medium to both broaden reach and share stories of hope and impact at scale.

The goal was twofold:

• Expand digital acquisition to reach new geographies and demographics.
  
• Test creative storytelling approaches that connected deeply with prospective donors.

Throughout the year, Atlanta Mission tested multiple creative directions, ranging from staff-driven narratives to client success stories, with a focus on issues such as hunger relief and addiction recovery. CTV became a cornerstone channel, pairing targeted reach with emotionally compelling video content.

Impact

The investment in digital storytelling paid off. In FY25, Atlanta Mission achieved:

• 6.1 million impressions
• 5:1 return on ad spend
• $215 average gift
• $41 cost per gift
• 2,400+ conversions

Looking ahead to FY26, Atlanta Mission plans to nearly double its digital media investment, expand messaging to highlight a new campus project, and continue testing creative assets, including campaigns for The Potter’s House program and children impacted by homelessness.

By investing in digital acquisition and leveraging storytelling through CTV, Atlanta Mission is not only expanding its donor file with high-value givers but it's also building greater brand recognition and long-term sustainability.

For nonprofits, the lesson is clear: compelling stories delivered through the right channels don’t just inspire generosity, they maximize return and fuel sustainable growth. If you’d like to explore how this approach could work for your organization, connect with us here, we’d love to talk.