How Adduro Drove Triple-Digit Donation Growth with Targeted CTV Advertising

Challenge

Several Goodwill locations in South Orange County were experiencing significant year-over-year donation declines. Prior media efforts lacked precision, donor messaging was reaching shoppers and low-propensity audiences, limiting impact and confidence in CTV as a channel.

Approach

Goodwill’s agency launched a CTV campaign using PersonaLive donor audiences, geo-focused on underperforming locations. The strategy targeted high-propensity donors only, refined segments during the first month, and optimized delivery over a ~3-month flight.

Result

The campaign drove sustained, non-plateauing donation growth:

• Lake Forest: +244% YoY donations
• Irvine: +147% YoY donations
• San Juan Capistrano: +48% YoY donations

Conclusion

The success validated CTV as a scalable channel, restored confidence with leadership, and unlocked continued investment in audience-driven media.