Laura Hinrichsen is the Senior Vice President of Integrated Media Solutions at AGP, a full-service agency that works exclusively with nonprofits. Its services include direct mail, web, email, and the paid media work that Laura’s team leads, both online and offline.
Laura joins Steve for a primer on paid advertising for small and mid-sized organizations that may assume it’s only for the big nonprofits. She explains why “we tried Facebook and it didn’t work” usually means an organic post rather than paid social. She also makes the case for keeping fundraising asks off your organic page, since low engagement can shrink who sees your posts. Boosted posts and small paid campaigns are an accessible entry point.
The conversation covers how Google Ad Grants and paid search work together. Grant accounts can now run Performance Max campaigns, and Laura discusses how AI search and Generative Engine Optimization (GEO) are changing the picture. Laura also explains why your website and landing pages need to be ready before you spend. The conversation also includdes programmatic advertising, which buys audiences and behavior rather than specific websites. They also look at audio, video, and streaming placements, low-production authentic video, and affordable influencer endorsements through Cameo for Business. Laura emphasizes the advantage nonprofits already have: first-party data. Your donor profiles, website visitors, and social followers can feed targeted campaigns and lookalike audiences.
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