--- title: COVID-19 provides nonprofits a rare opportunity for digital ads description: Here's why digital advertising is such a great fundraising opportunity for nonprofits to invest in during the COVID-19 pandemic. image: https://blog.rkdgroup.com/hubfs/210111-RKD-FAQ-COVID-19-provides-nonprofits-a-rare-opportunity-for-digital-ads-Doodle-v2-1.jpg --- [![](https://blog.rkdgroup.com/hs-fs/hubfs/210111-RKD-Groupthinkers-Rebranded-Logo-Blog-png.png?width=157&name=210111-RKD-Groupthinkers-Rebranded-Logo-Blog-png.png)](https://blog.rkdgroup.com) - [Solutions](https://rkdgroup.com/services/) - [Mid-Level Giving](https://rkdgroup.com/services/mid-level-giving/) - [Monthly Giving](https://rkdgroup.com/services/monthly-giving/) - [Lapsed Giving](https://rkdgroup.com/services/lapsed-giving/) - [Personalization](https://rkdgroup.com/services/personalization/) - [Connectors](https://rkdgroup.com/services/connectors/) - [Machine Learning](https://rkdgroup.com/services/machine-learning/) - [Marketing + Fundraising](https://rkdgroup.com/services/marketing-fundraising/) - [Audience Development](https://rkdgroup.com/services/audience-development/) - [Creative Services](https://rkdgroup.com/services/creative-services/) - [Data Management](https://rkdgroup.com/services/data-management/) - [Strategic Planning](https://rkdgroup.com/services/strategic-planning/) - [Analytics](https://rkdgroup.com/services/analytics/) - [Causes](https://rkdgroup.com/causes/) - [Animal Care](https://rkdgroup.com/causes/animal-care/) - [Food Banks](https://rkdgroup.com/causes/food-banks/) - [Health + Hospitals](https://rkdgroup.com/causes/health-hospitals/) - [Humanitarian](https://rkdgroup.com/causes/humanitarian/) - [Missions](https://rkdgroup.com/causes/missions/) - [Salvation Army](https://rkdgroup.com/causes/the-salvation-army/) - [Results](https://rkdgroup.com/results/) - [Acquisition](https://rkdgroup.com/results?cat=acquisition) - [Digital](https://rkdgroup.com/results?cat=digital) - [Mid-Major Programs](https://rkdgroup.com/results?cat=mid-major-programs) - [Advanced Analytics](https://rkdgroup.com/results?cat=advanced-analytics) - [Direct Mail](https://rkdgroup.com/results?cat=direct-mail) - [Multichannel Strategy](https://rkdgroup.com/results?cat=multichannel-strategy) - [Data Management](https://rkdgroup.com/results?cat=data-management) - [Media](https://rkdgroup.com/results?cat=media) - [Website Development](https://rkdgroup.com/results?cat=website-development) - [Resources](https://rkdgroup.com/insights/) - [Blog](https://blog.rkdgroup.com/) - [Benchmarks](https://info.rkdgroup.com/benchmarks) - [Webinars](https://info.rkdgroup.com/webinars) - [Ebooks + Research](https://info.rkdgroup.com/ebooks-research) - [Podcast](https://info.rkdgroup.com/group-thinkers-nonprofit-marketing-podcast) - [Field Guides](https://info.rkdgroup.com/field-guides) - [About Us](https://rkdgroup.com/about/) - [Leadership](https://rkdgroup.com/about/leadership/) - [Careers](https://rkdgroup.com/about/careers/) - [Let's Chat](https://rkdgroup.com/lets-chat/) #### Subscribe to our blog ### Subscribe to Email Updates ## Featured Post   [RKD Group](https://blog.rkdgroup.com/author/rkd-group) ## [RKD Group Acquires Whiteboard](https://blog.rkdgroup.com/rkd-group-acquires-whiteboard) Premier Marketing Agency Bolsters Conceptual Creative Capabilities by Acquiring Award-Winning Agency PLANO, Texas, July 27, 2026 — Today, RKD Group, Nor\[...\] [Digital Fundraising](https://blog.rkdgroup.com/topic/digital-fundraising) [Direct Mail Fundraising](https://blog.rkdgroup.com/topic/direct-mail-fundraising) [Multichannel](https://blog.rkdgroup.com/topic/multichannel) [Fundraising](https://blog.rkdgroup.com/topic/fundraising) [Nonprofit Industry](https://blog.rkdgroup.com/topic/nonprofit-industry) [RKD](https://blog.rkdgroup.com/topic/rkd) [Brand](https://blog.rkdgroup.com/topic/brand) [Read More](https://blog.rkdgroup.com/rkd-group-acquires-whiteboard)   [Shane Thornal](https://blog.rkdgroup.com/author/shane-thornal) ## [Why nonprofits must unite SEO, social and paid media in one strategy](https://blog.rkdgroup.com/why-nonprofits-must-unite-seo-social-and-paid-media-in-one-strategy) Someone at your organization “owns” paid media. Someone else—often younger and under resourced—runs the social accounts. A third person (or maybe no one\[...\] [Digital Fundraising](https://blog.rkdgroup.com/topic/digital-fundraising) [SEO](https://blog.rkdgroup.com/topic/seo) [Digital Media](https://blog.rkdgroup.com/topic/digital-media) [Social Media](https://blog.rkdgroup.com/topic/social-media) [Data & Analytics](https://blog.rkdgroup.com/topic/data-analytics) [Read More](https://blog.rkdgroup.com/why-nonprofits-must-unite-seo-social-and-paid-media-in-one-strategy) ## Recent Posts [Conversion](https://blog.rkdgroup.com/topic/conversion) [COVID-19](https://blog.rkdgroup.com/topic/covid-19) [Digital Media](https://blog.rkdgroup.com/topic/digital-media) # COVID-19 provides nonprofits a rare opportunity for digital ads By [Shane Thornal](https://blog.rkdgroup.com/author/shane-thornal) The COVID-19 pandemic continues its slow spread across the U.S., and nonprofits [are doing everything they can to adapt](https://blog.rkdgroup.com/organizations-adapt-to-provide-food-to-those-in-need-during-covid-19/) during this turbulent time. As the need for service increases, so does the need for funds. The federal government’s economic stimulus package provides some [much-needed relief for nonprofits](https://blog.rkdgroup.com/economic-stimulus-package-provides-help-for-nonprofits/), but there’s another avenue for revenue that many organizations may be overlooking: digital advertising. You may be thinking that [now is not the appropriate time](https://blog.rkdgroup.com/is-fundraising-insensitive-during-a-time-of-crisis/) to advertise with everything that’s going on. But that’s exactly what makes this the right time to put your mission in the spotlight. Donors’ loyalty to the causes they support has not changed. They still have a need and a desire to give, and nonprofits [have a need to receive](https://blog.rkdgroup.com/how-should-nonprofits-handle-fundraising-during-coronavirus-pandemic/) in order to fund programs during this period of uncertainty. So, let’s go over why digital media is such a great fundraising opportunity for nonprofits to invest in at this time. ### WHY DIGITAL ADS? With social distancing guidelines in place nationwide through at least the end of April, it’s clear that we’re all going to be spending a lot of time at home in the coming weeks. In the absence of events – including all sports – everyone will be looking for ways to pass the time indoors. That means a lot more people on their devices looking at the news, social media and other websites. We’ve seen how the coronavirus pandemic [has affected media consumption](https://view.highspot.com/viewer/5e7ccb0e66bbaa726749b91e) already: - 22% spike in web traffic - 12% increase in video streaming - 23% rise in Twitter usage - 50% surge in cable news viewership ![200403-RKD-Graphic—Advertising-opportunities-for-nonprofits-A-v2](https://blog.rkdgroup.com/hs-fs/hubfs/200403-RKD-Graphic%E2%80%94Advertising-opportunities-for-nonprofits-A-v2.jpg?width=600&name=200403-RKD-Graphic%E2%80%94Advertising-opportunities-for-nonprofits-A-v2.jpg) More people are scanning social media at different times of the day. More people are [searching on Google and Bing](https://blog.rkdgroup.com/whats-the-best-marketing-strategy-for-google-ad-grants/). More people are watching videos to completion. We’ve also seen increases in Google search results for nonprofits and charities, [according to WordStream](https://www.wordstream.com/blog/ws/2020/03/18/covid-19-google-ads-data): - 10% increase in search ad impressions - 23% increase in search ad conversions - 20% increase in search ad conversion rate ![200403-RKD-Graphic—Advertising-opportunities-for-nonprofits-B-v2](https://blog.rkdgroup.com/hs-fs/hubfs/200403-RKD-Graphic%E2%80%94Advertising-opportunities-for-nonprofits-B-v2.jpg?width=600&name=200403-RKD-Graphic%E2%80%94Advertising-opportunities-for-nonprofits-B-v2.jpg) And these numbers [are likely to increase](https://www.axios.com/coronavirus-news-entertainment-8839cb9b-e61f-4ffb-8645-6986bb492ba1.html) as more time passes. People have more time on their hands and will read and learn about new organizations. At the same time, entire industries have practically shut down operations, from retail to restaurants to travel. And this is spilling over into advertising – no services, no need to promote them. That means the supply of available ad spots has also dramatically increased. Some media businesses [have been left scrambling](https://www.vox.com/recode/2020/3/24/21192311/coronavirus-pandemic-media-advertising-twitter-new-york-times) to fill the void. Former AOL CEO Tim Armstrong [told The Information](https://www.theinformation.com/articles/former-aol-ceo-armstrong-predicts-ad-slump-will-be-worse-than-in-2008), "If I was talking to the Google advertising base in 2008 and 2009, I would have said, 'This is the single best time in the world to advertise and build your brand.' And, you know, most companies were doing the exact opposite. I’ve seen this exact same thing happening right now." Enter nonprofits. ### WHAT SHOULD NONPROFITS ADVERTISE? Digital advertising is a crucial piece of any omnichannel fundraising strategy, but you shouldn’t think of it from a transactional point of view. Too many organizations break their advertising into siloed channels – display, paid search, social media, etc. – and focus on immediate donations. Nonprofits have a tremendous opportunity right now to use digital ads to spur long-term growth for their organizations. Now is the time to stay in front of your audience and continue to share your mission and your impact. This is also a chance to get in front of a new audience and [grow your brand awareness](https://blog.rkdgroup.com/how-local-and-regional-nonprofits-can-invest-in-brand-marketing/). If you pull back now, you’ll lose any momentum you’ve built up. Think of branding like a hot water heater. It needs to stay warm to be effective. If you let it run cold, you’ll have to spend time waiting for your brand to heat up again. Your strategy should take [a full-funnel approach](https://blog.rkdgroup.com/how-to-optimize-your-digital-donor-acquisition/) to reaching donors. That means using a variety of tactics, messages and channels to move people down the funnel from prospecting to engagement to conversion to (eventually) retention. ![COVID-19 provides nonprofits-3](https://blog.rkdgroup.com/hs-fs/hubfs/COVID-19%20provides%20nonprofits-3.png?width=1824&name=COVID-19%20provides%20nonprofits-3.png) Use digital ads to tell your story. Discuss your mission and the great work you do. Talk about the increase in need that you’re seeing right now. Share stories about the impact donors are making. And, of course, you can mix in asks for donations. We’ve already seen [a spike in online fundraising revenue](https://blog.rkdgroup.com/food-banks-hospitals-see-increase-in-online-donations-during-covid-19/) with some of our clients who are on the front lines of the COVID-19 pandemic. They have seen a much-needed injection of revenue. It’s unclear what the long-term ramifications of the coronavirus will be on the economy and on the nonprofit community as a whole. That’s why we recommend that you keep pushing forward with your digital advertising. ### [Shane Thornal](https://blog.rkdgroup.com/author/shane-thornal) Shane Thornal is an accomplished leader in the digital marketing landscape and currently serves as Senior Vice President, Digital Media at RKD Group. With deep expertise in media strategy, buying and operations, Shane brings a strategic and analytical approach to every campaign—asking the right questions, identifying opportunities and driving performance forward. A focused and highly dedicated professional, Shane excels at building and leading high-performing teams. He is known for his strong industry knowledge, his ability to motivate others and his instinct for pulling the right levers to maximize results. Shane is unwavering in his commitment to his clients’ goals and objectives. His drive, work ethic and strategic mindset ensure that he continuously pushes toward excellence—never resting until success is achieved. #### Leave a comment: Previous ##### [Food banks, hospitals see increase in online donations during COVID-19](https://blog.rkdgroup.com/food-banks-hospitals-see-increase-in-online-donations-during-covid-19) Next Post ##### [FAQ: Digital fundraising during COVID-19](https://blog.rkdgroup.com/faq-digital-fundraising-during-covid-19) ### Search GroupThinkers ![](https://cdn2.hubspot.net/hubfs/459002/Assets%20Apr/magnifying-glass.png) [![GP FG - Blog Rail 340x340](https://blog.rkdgroup.com/hs-fs/hubfs/GP%20FG%20-%20Blog%20Rail%20%20340x340.png?width=340&name=GP%20FG%20-%20Blog%20Rail%20%20340x340.png "GP FG - Blog Rail 340x340")](https://info.rkdgroup.com/givingpulse-field-guide-q1-2024-access) [![MidYear Benchmarks-Sidebar_SolidGold](https://blog.rkdgroup.com/hs-fs/hubfs/MidYear%20Benchmarks-Sidebar_SolidGold.png?width=340&name=MidYear%20Benchmarks-Sidebar_SolidGold.png "MidYear Benchmarks-Sidebar_SolidGold")](https://info.rkdgroup.com/donor-trust-access) - 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[connect@rkdgroup.com](mailto:connect@rkdgroup.com) [1 800 222 6070](tel:1-800-222-6070) [Privacy policy](https://rkdgroup.com/privacy-policy) - - - ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Shane Thornal", "url" : "https://blog.rkdgroup.com/author/shane-thornal" }, "dateModified" : "2021-12-30T19:12:42.974Z", "datePublished" : "2020-04-03T15:12:54.000Z", "headline" : "COVID-19 provides nonprofits a rare opportunity for digital ads", "image" : [ "https://blog.rkdgroup.com/hubfs/210111-RKD-FAQ-COVID-19-provides-nonprofits-a-rare-opportunity-for-digital-ads-Doodle-v2-1.jpg" ], "mainEntityOfPage" : { "@id" : "https://blog.rkdgroup.com/covid-19-provides-nonprofits-a-rare-opportunity-for-digital-ads", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://blog.rkdgroup.com/hubfs/RKD-logo-red-tm%20(1).png" }, "name" : "RKD Group" } } ```