The mission of the National Law Enforcement Officers Memorial Fund (NLEOMF) is to honor the fallen, tell the story of law enforcement, and make it safer for those who serve. To ensure they can continue this important mission, NLEOMF needed to gain new donors and reactivate lapsed donors who are supportive of law enforcement.

The Situation

NLEOMF needed to find a way to increase overall revenue and grow the file. They came to AGP for support, and we began engaging in an omnichannel paid media campaign in 2025.

The Work

A key portion of the paid media program was paid search, aimed at targeting potential supporters of the NLEOMF mission. The program captured interest across branded, competitive, and prospecting terms with a goal of capturing new donors and potentially reactivating lapsed donors.

Deliverables

  • Paid search strategy, copywriting, optimization, and analysis across Google and Bing.

The Results

  • 27% of the donors were new to NLEOMF.  
  • 20% of the donations came from reactivated lapsed donors, many of whom gave multiple times in 2025. 
  • Return on ad spend improved significantly year over year: up 21%. 
  • Many of these users became part of a valuable multichannel donor segment. Approximately 25% of the total revenue driven by donors who came in first through paid search was reflected in other channels. 

AGP has been a strong partner in growing our digital fundraising program. Their paid search strategy not only generated positive return on ad spend within the year but also brought new and reactivated donors into our pipeline who continued to engage across channels. We especially value AGP’s data-driven approach and their ability to integrate paid media into a broader omnichannel fundraising strategy. Their work is helping ensure we can continue honoring police officers who die in the line of duty, telling the story of American law enforcement, and making it safer for those who serve.

Emily Gray
Chief Development Officer, National Law Enforcement Officers Memorial Fund