WHYY Calendar Year-End Digital Campaign

WHYY-Case-study

The Situation

WHYY wanted to test more advanced multi-channel techniques, and enlisted DMW’s help. DMW was charged with planning and executing a suite of new digital tactics at calendar year-end, with the goal of enhancing existing fundraising efforts and reducing donation page abandonment.

The Strategy

The campaign ran as part of WHYY’s end of calendar year campaign.  We chose this time to maximize the best time of year for fundraising.  To reduce donation abandonment, we retargeted web visitors who abandoned the donation page by installing a pixel on the donation page that remarketed to them on Facebook. The campaign ran as part of WHYY’s end of calendar year campaign.  We chose this time to maximize the best time of year for fundraising.  To reduce donation abandonment, we retargeted web visitors who abandoned the donation page by installing a pixel on the donation page that remarketed to them on Facebook.

To drive acquisition efforts, we leveraged WHYY’s email newsletter database and created a Facebook look-alike audience to target individuals of similar interests that may donate to WHYY.  

We targeted both active and lapsed members on Facebook (by matching their email address) with display ads to persuade them to give an additional or renewal gift. 

We used paid search ads in Google to target those who are interested or have prior knowledge of WHYY.

The Results

Google AdWords had the most success of all our campaigns.  Google AdWords had the most success of all our campaigns.  We spent a little more than $500 on media, and we were able to bring in nearly 200 gifts for a total of over $31,000!  

Yes, this is not a typo!  The ROI for this campaign was an astounding 5876%!

  • Our conversion rate was extremely high at 26%, which means over a quarter of the people who clicked on the ad actually decided to donate.
  • Due to the astounding success of this campaign, we decided to create a mirror campaign in Bing toward the end of the month. Fortunately, Bing was also highly successful for the short amount of time that it was live. With media costs under $150, we received almost 70 gifts for total revenue of more than $9,000! Bing also generated a high conversion rate at 28%.
  • Overall, paid search proved to be a great asset in the digital campaign thanks to the low media expenses and high rate of conversions.
whyy-google-ads
whyy-facebook-ads

Facebook had multiple segments that were targeted throughout the campaign, including Add Gift, Lapsed, Look-alike audience (based on the general prospect email list), Add Gift Look-alike (based the add gift email list), and a Retargeting audience (those who came to the donation page but didn’t complete the donation process).

  • Overall, the most successful audience was the Add Gift segment. It had a solid conversion rate of over 1% and brought in more than $3,000 in revenue.
  • Overall, we raised more than $45,000 while spending less than $9,000 in media costs!

About 80 to 90% of all paid search ads were viewed on desktop and about 90 to 95% of all conversions also happened on a desktop. Facebook on the other hand, demonstrated that while 90% of all ads were shown to mobile users, only 48% of all conversions happened on mobile devices. Facebook is largely viewed on mobile, so while desktop converts at higher rates, without mobile we would be losing the majority of our traffic to shut down that device type so we remained active on both mobile and desktop.

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