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Direct Agents

Case Study


Channels Used

Paid Search, Paid Social, Display, SEO, and Analytics

Key Takeaways

  • A non-profit to increase revenue and reach younger demographics.
  • Direct Agents segmented multiple supported missions.
  • Creative and audience segmentation was built and tested for each cause to ensure reach of new potential donors.
  • Increased revenue coming from a younger demographic by 72%.
  • Core customer revenue grew by 46%.

Goal

A non-profit organization that helps homeless and runaway youth, wanted to increase overall revenue coming from digital. They also wanted to increase donations from a younger demographic (18-55) all while maintaining revenue from their core donor base.

Process

Direct Agents began by segmenting missions that the non-profit supports. Instead of focusing on just one broad issue, such as youth homelessness, Direct Agents segmented multiple action-oriented causes, some including: LGBT homeless and youth trafficking. Creative and audience segmentation was then built to ensure reach of new potential donors. Direct Agents tested the message (positive vs. negative), case, and ask type (donation, sustainer, lead) to find the best combination for every segment.


Results

These segmentations and testing lead to increased revenue coming from a younger demographic by 72% YoY while also growing their core customer revenue by 46% with a static spend.


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