Redefining the paid media program for a nonprofit software company

When Bonterra, a social-good software company serving nonprofits and corporate philanthropy teams, set out to elevate its paid media program, the assets and workflow behind the process needed the same attention. At the time, ads across the organization’s verticals—Fundraising Solutions, Fundraising Experiences, Life Sciences, CSR, and Foundations—shared one undifferentiated voice. Rather than write a single campaign and adapt it channel by channel, we built vertical-specific copy from the ground up, mapping each product’s audience to the demands of LinkedIn, Meta, and 6sense display so the message met buyers at a specific stage in their customer journey. We also tightened the production process alongside the writing, so drafts, edits, and design moved seamlessly, supported by descriptive, comprehensive briefs with SME and PMM input.