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