Challenge
Can you expand the footprint of a fundraising campaign like the February Giving Day Gift 3x Match with limited resources? The challenge: take a campaign originally planned for Direct Mail, Email, and the client’s website, and use Paid Digital Media to boost visibility and revenue. With a tight budget, how will you strategically broaden the reach and maximize contributions across digital channels?
Solution
For the February Giving Day 3x Match Campaign, we implemented a comprehensive multichannel strategy to maximize revenue. In addition to traditional channels, the paid digital efforts spanned Meta, paid Google Search, Google Grant Search, Programmatic Display, and Native advertising, ensuring broad visibility and engagement across platforms. By promoting the 3x match offer, we created a sense of urgency that motivated donor participation.
To prime the target audience, a two-week pre-launch phase was introduced to build awareness and impressions before the main campaign. In the final days, an extension was added to further drive urgency and donations. Leveraging best practices from previous animal welfare campaigns, we focused on the Atlanta DMA, using a mix of CRM data, remarketing, pre-engaged, and lookalike audiences. This allowed us to engage both existing supporters and attract new donors.
Consistent messaging across all platforms, along with a diverse mix of ad formats—including single-image, carousel, and video on Meta—ensured optimized performance and increased contributions. This integrated approach successfully expanded the campaign’s reach and maximized fundraising results.
Results
The campaign delivered outstanding results across multiple channels. On Meta, the return on investment (ROI) was an impressive 647%, with a return on ad spend (ROAS) 5.3 times higher than industry benchmarks. Additionally, the cost-per-click (CPC) was reduced by 87%, and the cost per donation was 37% lower than expected.
In Paid Search, CPC was 80% lower than the $4.74 benchmark, while the cost per conversion dropped by 70%. The ROAS reached $8.15, three times higher than typical search ad performance. Programmatic Display achieved similar success, with CPC 80% below the benchmark and a ROAS three times higher than the $2.70 standard. Programmatic Native also saw significant wins, with CPC well below the $6.81 benchmark, cost per mille under $3.79, and an exceptional ROAS of 37.5.
