NON-PROFIT MARKETING
AUTISM SOCIETY
Background
The Autism Society is dedicated to connecting individuals with autism and their families to essential resources and support services. Seeking to enhance their outreach efforts, they engaged our marketing team to develop a digital media campaign leveraging our expertise in digital marketing.
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Strategy
Month-Long Awareness Campaign
Focused on Autism Awareness Month, the campaign aimed to raise awareness about autism and the services provided by the Autism Society.
Multi-Channel Approach
Utilized a combination of digital channels, including social media, search engine marketing, email marketing, and display advertising, to reach a diverse audience.
List Building and Engagement
Integrated strategies for list building, leveraging compelling content and calls-to-action to encourage website visitors to subscribe to newsletters or updates.
Google Grant Program
Leveraged Google's Grant Program to maximize the campaign budget, allowing the Autism Society to effectively reach and engage their target audience.
Creative Testing
Incorporated successful ads from previous campaigns alongside new creative to optimize campaign performance and ensure message resonance.
Campaign Monitoring and Optimization
Continuously monitored campaign performance metrics, adjusted targeting parameters, and optimized ad creatives to maximize engagement and conversions.
Results
Significant Online Visibility
The campaign drove 1.4 million ad impressions to reach a significant number of individuals, raising awareness about autism and the Autism Society's initiatives.
Strong Website Traffic
The campaign acquired 8,149 visitors to the Autism Society's website in a single month, providing users with access to valuable resources and information.
Broad Reach
Through targeted outreach efforts, the campaign successfully reached 615,000 individuals interested in autism-related topics.
Historical Call Volume
Our marketing efforts generated the highest number of calls in the Autism Society's history, indicating a strong response from the audience.
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Client Relaunch for End-of-Year Giving
Based on the success of the campaign, the Autism Society plans to relaunch similar initiatives for end-of-year giving, leveraging the momentum generated.
SMITHSONIAN INSTITUTE
Background
The Smithsonian Institution, encompassing 17 museums, galleries, and the National Zoo, is an iconic cultural and educational institution. Tasked with increasing public engagement and support, the marketing team embarked on a digital media campaign aimed at list building for potential visitors and donors. The campaign initially focused on the National Museum of the American Indian before expanding to include four additional museums and the zoo within the Smithsonian network.
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​Strategy
National Museum of the American Indian Campaign
The campaign kicked off with a focused effort on the National Museum of the American Indian, highlighting its exhibitions, programs, and cultural significance. Engaging content was distributed across social media platforms, supplemented by targeted email campaigns to drive list building and donor acquisition.
Audience Segmentation
Utilizing data-driven insights, the team segmented the audience based on interests, demographics, and online behavior to tailor messaging effectively.
Content Personalization
Crafting compelling narratives and visuals tailored to each museum's unique offerings to resonate with specific audience segments.
Multi-Channel Approach
Leveraging a mix of social media, email marketing, and digital advertising to maximize reach and engagement.
Optimization and Testing
Continuously optimizing ad placements, messaging, and targeting parameters based on real-time performance data to enhance campaign effectiveness.
Scaling the Campaign
Given the success of our initial campaign, the Smithsonian extended campaigns to include three additional museums along with the Smithsonian National Zoo.
Results
Efficient Donor Acquisition
The campaign acquired new donors at an impressive rate of $2 per donor, demonstrating cost-effectiveness.
Positive Return on Investment
With a 400% return on investment, the campaign generated $4 in donations for every $1 spent, showcasing its financial viability and effectiveness.
Increased Engagement
Across all campaigns, there was a notable uptick in audience engagement, website visits, email sign-ups, and social media interaction.
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Zoo Campaign Success
The Smithsonian National Zoo campaign, supported by a robust budget, generated heightened anticipation and attendance in the lead-up to the giant panda's 50th anniversary celebration.
GRAND CANYON CONSERVANCY
Background
Grand Canyon Conservancy, the official nonprofit partner of Grand Canyon National Park, sought to enhance its advocacy efforts and increase donations to support critical conservation projects. With a mission to preserve and protect the Grand Canyon's natural beauty and cultural heritage, the organization aimed to raise awareness and secure funding for initiatives such as trail preservation, educational programs, and wildlife protection. Our marketing team was enlisted to develop and execute a digital media campaign to amplify the organization's message and drive fundraising efforts.
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Strategy
Storytelling and Education
Developing compelling narratives and educational content to showcase the importance of preserving the Grand Canyon's natural and cultural resources.
Targeted Digital Advocacy
Utilizing social media platforms and search marketing tactics to reach and engage individuals interested in environmental conservation and national park advocacy.
Donor-Centric Messaging
Emphasizing the impact of donations on specific conservation projects, highlighting tangible outcomes and demonstrating the value of donor support.
Conversion Optimization
Optimizing donation landing pages and forms for ease of use and seamless donation processing, reducing friction and increasing conversion rates.
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Results
Significant Donation Growth
The digital media advocacy and fundraising campaign led to a significant increase in donations, achieving an impressive return of $6 in donations for every $1 spent on marketing campaigns.
Expanded Donor Base
The campaign successfully attracted new donors and expanded Grand Canyon Conservancy's donor base, providing crucial support for conservation projects.
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Increased Awareness
The campaign effectively raised awareness about Grand Canyon Conservancy's mission and the importance of preserving the Grand Canyon with over 800,000 monthly ad impressions, fostering a deeper understanding and appreciation.
