Dynamic creative optimization (DCO) has been around for years, but many nonprofit marketers are just beginning to see its potential. As media platforms become more automated and audiences expect more relevant experiences, DCO is becoming one of the most effective ways to connect the right message with the right person at the right moment.
At its core, dynamic creative optimization allows marketers to build and deliver ads in real time based on where someone is on their journey with an organization.
Instead of showing every audience the exact same ad, DCO dynamically assembles creative elements to create the most relevant version of an ad for each user.
Think of it as building ads from a creative “warehouse.”
Inside that warehouse are multiple approved creative components: several images, variations of headlines and copy, and different calls to action. When someone encounters an ad, the platform dynamically selects and assembles the combination most likely to resonate with that individual.
I first worked with dynamic creative optimization back when I was leading media campaigns for Nissan around 2015.
For example, if someone visited a website and built a black Nissan Altima with specific leasing options, the next time they encountered an ad online, they would see an ad reflecting exactly that configuration: a black Altima with relevant lease messaging in their area.
The ad was built dynamically based on their previous behavior.
That same concept applies to nonprofit fundraising and donor engagement.
Instead of tailoring ads based on vehicle configurations, nonprofits can dynamically adapt creative based on signals like donor interests, engagement behavior, geography or where someone is on their giving journey.
In other words, DCO helps nonprofits meet potential donors exactly where they are.
And when the message matches the moment, performance improves. Lions Clubs International Foundation saw a 3:1 return on investment with DCO.
One reason DCO has taken longer to gain traction in the nonprofit sector comes down to media investment.
To make DCO effective, you need enough scale to test combinations of creative elements and allow the algorithms to learn what works best. You're not just launching a single ad; you’re launching a creative matrix.
For example, you might include:
Once those elements combine dynamically, you quickly end up with dozens, or even hundreds, of potential ad variations.
That’s where DCO shines: It tests those combinations automatically and in real time.
But it also means campaigns need enough media investment to generate meaningful data.
The payoff is worth it. We consistently see improved performance, stronger donation volume and more efficient media spend because the platform is constantly learning which creative combinations drive results.
Most organizations already test creative in some form. Traditional A/B testing has been part of digital marketing for years. But it’s oftentimes slow and inefficient.
A team might run a test for two months, review results, and then manually update creative based on what worked. By the time those optimizations are implemented, weeks or months have passed.
DCO removes that lag.
Instead of waiting to evaluate results later, dynamic creative optimization allows platforms to test combinations in real time and automatically shift delivery toward the highest-performing variations.
This approach is closely aligned with performance creative strategies, where testing and learning are continuous rather than periodic.
Where things get even more interesting is with the role AI is starting to play in dynamic creative.
Historically, marketers controlled every version of approved creative. Platforms could mix and match elements, but they couldn’t modify them.
Now, AI takes a more active role.
Platforms may adjust approved copy slightly, refine messaging or recommend creative changes based on performance signals. In some cases, AI can even adapt imagery to improve engagement.
For some organizations, this level of automation can feel uncomfortable.
After all, brand teams are used to approving very specific creative assets.
But the key is understanding that AI should be optimizing within your set brand guidelines to deliver better results that are aligned with your brand.
The difference with leveraging AI for DCO is that optimization happens faster and more intelligently than ever before.
For nonprofits competing in increasingly crowded digital environments, relevance matters.
Donors expect personalized experiences. Platforms reward relevant creative with better performance and organizations need every marketing dollar to work harder.
Dynamic creative optimization helps bring those goals together.
By embracing DCO and being open to the role AI can play in improving it, nonprofits can deliver more relevant messaging, optimize campaigns faster and ultimately drive more donations with the same media investment.
And in today’s fundraising environment, that kind of efficiency makes a real difference.