The Chesapeake Bay Foundation’s mission is to save the Chesapeake Bay and its waterways by educating, uniting, and inspiring people to take action. To get closer to that goal, CBF needed to bring in new donors to their mission to increase awareness and inspire more people to take action for the Bay.
30.7%
increase in attributed revenue from paid media for Giving Tuesday and CYE year-over-year
27.2%
increase in revenue from new to file donors from paid media
14.7%
increase in new to file donors
The Situation
CBF needed to maintain momentum and drive total revenue growth during the important year-end season. AGP’s team developed a paid media plan that aimed at maximizing revenue by using a specific mix of tactics aimed at all priority segments: renewal, lapsed reactivation and acquisition.
The Work
AGP crafted a media mix for Giving Tuesday and Calendar Year End that built on the learning from the previous fiscal year and capitalized on the work from the months leading up to the giving season. This media mix included Google, Bing, Meta, Programmatic Display, CTV, Digital OOH, and, for the first time, Influencers. Across all platforms creative and messaging highlighted the Giving Tuesday and CYE matches. By continuing with our proven media mix from the previous fiscal year and adding in an influencer campaign to capture exclusively prospecting audiences, AGP was able to outperform year-over-year and significantly increase new donors.
Deliverables:
Paid media strategy, ad copy, creative direction, optimization, direct to camera video scripts, influencer video scripts, influencer video direction.
The Results
- Attributed revenue from paid media for Giving Tuesday and CYE increased by 30.70% year-over-year.
- ROAS increased by 19.05% YoY
- Attributed gifts increased by 6.30% YoY
- Paid search revenue increased YoY for Giving Tuesday by 31.20% and for CYE by 20.76%.
- The Influencer campaign on Meta had a ROAS of $5.74 and leveraged 5 influencer videos targeting exclusively prospecting audiences.
- From November 17 through December 31, new to file donors increased by 14.9% and revenue from new donors increased by 15.8%.
- November 17 was the start of Giving Tuesday campaigns
- During this same time period, new to file donors from all other channels excluding paid media was down 4.3%.
- In December, new to file donors increased by 14.7% and revenue from new to file donors increased by 27.2% from paid media.
- The Influencer campaign started in December and Giving Tuesday was in December this year contributing to the increase in revenue
- During this same time period, new to file donors from all other channels excluding paid media was down 8.1%.
- Return on ad spend (ROAS) performance blew M+R benchmarks out of the water across platforms:
- Search: 164.06% higher
- Social: 237.50% higher
- Display: 542.19% higher
AGP knows it’s more important than ever for us to power our mission. We were thrilled to see such strong performance during our year-end campaign, especially through new efforts with influencers. Our partnership with AGP has delivered outstanding revenue growth and an increase in new donors.
Emmy nicklin, Director of Digital Marketing and Communications, Chesapeake Bay Foundation
