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20NTC Session Proposal

What do Nonprofits and Democratic Candidates Have in Common? ROAS


In order to get onstage in the 2019 Democratic Party primary debates, candidates were spending up to $70 in online advertising in order to generate just $1 of fundraising. No, that’s not a typo. 

But that’s not the full story: The reason that candidates were happy to spend 7000% more than their donations was that each candidate needed to have at least 130,000 unique donors as part of the qualifiers for the debate stage. And without a spot on the stage, their campaign would more or less end. 

Nonprofits can learn from this example when it comes to calculating a true ROAS, or return on ad spend. Is it just the money you raise in a fundraising campaign? We’ll look at how to calculate a true return on ad spend, and how you can apply the same principles to your own organization, and your digital strategy. 

Learning Outcomes

  • Understand the unsung metric of Return on Ad Spend (ROAS) and how to calculate it
  • Determine the real value of spending on online advertising against fundraising goals
  • Use your own ROAS to determine next steps in terms of strategy

Target Audience

Anyone spending money on ads, Marketing and comms decision makers, Strategy-setters


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