# Paid Media for Nonprofits

> Nonprofit paid media planned around reach gaps: Google Ads, Meta and programmatic buys with campaign measurement and cross-channel reporting.

Source: https://psareach.com/paid-media/

Paid media

Paid search, social and programmatic campaigns planned around the places your donated public service announcements fell short, so paid dollars go to the people broadcast missed.

[Plan a paid media pilot](https://psareach.com/contact/) How it works

-   Accounts stay in your name
-   Budget aimed at the reach gaps
-   Paid and donated in one report

Planned from measurement Paid budget goes where donated airings fell short

## What is paid media for nonprofits?

PSAReach plans and runs paid media for nonprofits in Google Ads, Meta and, where the case is sound, programmatic and connected TV. We use it to fill the gaps donated PSA airtime leaves. Donated time is generous but uneven. A campaign can run heavily in some markets and barely register in others, and the station picks the dayparts.

We plan paid media from the measurement side. When PSA tracking shows which markets and audiences your donated airings reached, paid budget can go where delivery is thin instead of doubling up where it’s already strong. The accounts belong to you. Conversion tracking is set up before launch, and results are read in the same [CPM](https://psareach.com/glossary/#term-cpm) and [reach](https://psareach.com/glossary/#term-reach) terms as the broadcast side.

We’d rather start with a focused pilot than spend a large budget without a plan. A pilot has a clear KPI hierarchy, a defined [delivery gap](https://psareach.com/glossary/#term-delivery-gap) to close and honest reporting on how it went, so any bigger budget that follows rests on evidence.

## See where donated delivery fell short

Paid plans start from verified airings, so budget goes to the markets and audiences broadcast missed.

Sample data. Donated delivery is estimated from verified airings; paid support is planned only for the gap markets.

AdModus Paid plan · built from donated delivery Sample data

Donated delivery vs goal, by market (estimated)

Donated delivery vs goal, by market (estimated), sample data
| Market | Donated delivery | Paid support |
| --- | --- | --- |
| Denver | 100% | No paid needed |
| Atlanta | 95% | No paid needed |
| Seattle | 57% | Search |
| Dallas | 41% | Search + Social |
| Phoenix | 38% | Search + Social |
| Minneapolis | 33% | Search + Social + CTV |

Paid budget goes to the 4 markets where donated airings fell short.

## What you get

Paid campaigns that extend the public service announcements of nonprofit organizations and NGOs. We plan them from what the airing data shows.

-   ### Google Ads

    Paid Search, display and YouTube campaigns that go past the Ad Grant's limits and reach audiences the grant can't.

-   ### Meta

    Facebook and Instagram campaigns for awareness, signups and fundraising, aimed at the audiences and geographies your plan calls for.

-   ### Programmatic and CTV as offered

    We add connected TV and programmatic display when the budget is there and the measurement case holds up.

-   ### Campaign measurement

    Campaigns launch with conversion tracking, naming conventions and a KPI hierarchy already agreed.

-   ### Cross-channel reporting

    We report paid results in the same framework as donated broadcast delivery, so you can see where paid fills a gap and where the two overlap.

-   See how it fits your campaign. [Plan a paid media pilot](https://psareach.com/contact/)

## How the paid plan is built

The plan starts from the places donated airtime didn't reach.

1.  ### Step 1: Define audience, geography and objectives

    We agree who the campaign needs to reach, where, and which KPIs sit at the top of the hierarchy.

2.  ### Step 2: Map donated and broadcast delivery

    Where PSA tracking data exists, we chart the markets and audiences your donated airings already reached.

3.  ### Step 3: Identify reach gaps and opportunity markets

    Markets or audiences with weak donated delivery become the priority for paid support.

4.  ### Step 4: Build the channel and budget plan

    We set out channels, budgets, flighting and creative needs in a plan you can approve line by line.

5.  ### Step 5: Execute through connected platforms

    Campaigns run in your own Google Ads, Meta and other platform accounts, and we optimize them regularly.

6.  ### Step 6: Measure paid and donated in one framework

    We report paid and donated delivery together and label each estimated figure.

Donated airtime lands unevenly across markets. We use paid media to cover the ones it missed.

We report paid and donated delivery together, and any combined figure is labeled as an estimate.

## Platform data measured, combined figures estimated

Spend, clicks and conversions come from your own accounts. Anything that combines paid with donated delivery is modeled and labeled that way.

[Read the measurement methodology](https://psareach.com/methodology/)

| Metric | Basis | How it is counted |
| --- | --- | --- |
| Impressions, clicks and spend | Measured | Reported by each ad platform for your own accounts. |
| Conversions | Measured | From conversion tracking in your accounts; we state the attribution model. |
| Platform reach and frequency | Depends | The platform models these figures itself, and we label them that way. |
| CPM and cost per action | Measured | Calculated from platform spend and delivery. |
| Combined donated plus paid delivery | Estimated | Donated impressions are modeled, so any combined figure is an estimate. |

## Questions about paid media

Short answers to what nonprofits and NGOs ask us most.

Which ad platforms do you work in?

Google Ads for Search, display and YouTube, and Meta for Facebook and Instagram. We offer programmatic display and connected TV when the budget and measurement support them. Campaigns run in accounts you own.

What's a paid media pilot?

A time-boxed campaign with a defined audience, one specific delivery gap to close and an agreed KPI hierarchy. It tests the approach and the measurement before you commit a larger budget.

How do you decide where our paid budget should go?

If PSA tracking data exists, we map the markets and audiences your donated airings have already reached and point paid budget at the gaps. Without tracking data, we plan from audience and market data and tell you that's what we did.

How do you measure paid media results?

Impressions, clicks, spend and conversions come straight from your own platform accounts, so they're measured. Reach and frequency are modeled by the platforms themselves. Any combined donated-plus-paid figure is an estimate and is labeled that way.

How do your fees work for paid media?

Management is scoped per engagement, based on channels, budget and reporting needs. Your organization pays media spend directly to the platforms, and that's separate from our fee.

[Ask us something else](https://psareach.com/contact/)

Related services

-   [Google Ad Grants End-to-end grant management, from eligibility and setup to compliance and ongoing optimization. Explore](https://psareach.com/google-ad-grants/)
-   [Media Planning & Strategy Audience-led channel, market and budget planning across broadcast and digital media. Explore](https://psareach.com/media-planning-strategy/)
-   [Dashboards & Reporting Executive dashboards and automated reporting for boards, funders and program teams. Explore](https://psareach.com/dashboards-reporting/)

## Fill the gaps your donated airtime left.

Tell us about your campaign and your markets. If you have airing data, send it along, since that's where the plan starts.

[Plan a paid media pilot](https://psareach.com/contact/) [Explore all services](https://psareach.com/#services)