Against the backdrop of all that has happened in our region and the world the past couple of years, we believe there has never been a more important time to aggressively invest in digital fundraising and realize diversified revenue possibilities.
At NextGen, we espouse guiding principles to lead our work in digital fundraising. These philosophies are rooted in experience, rigorous testing, and industry standards. We share them first because we believe they truly form the foundation for our future work together.
One of the most impactful strategies your organization can invest in is paid search advertising. Paid search advertising ensures your brand is top of mind and top of page. Your Google Grant is necessary, but it has limitations. We have a proven track-record of successful paid search advertising campaigns with demonstrated ROI and sustainer acquisition.
The Client
CDP is an independent public benefit corporation working on behalf of more than 230 public radio and television stations to share data across the system, analyze fundraising performance, and develop best practices.
The Challenge
CDP and NextGen work closely together to help Public Media stations across the U.S.. Many of these stations, especially stations in smaller markets, were struggling to acquire new donors, master their presence in the digital space, and find solutions in the face of increasingly poor pledge performance.
CDP came to NextGen to help stations bring in additional revenue, and new donors through paid Google search campaigns. NextGen focused on 4 CDP stations over the course of a year.
The Results
On average, the four stations achieved a direct return on ad spend (ROAS) of 3.14 to 1. The stations achieved more than $300,000 in revenue from the search campaigns, a large number of gifts were sustaining gifts, which will lead to more than $500,000 in revenue in just 2 years.
Based on this success, CDP has opted to expand their paid advertising partnership with NextGen in FY23, adding more participating stations to the program.
The consistent year-long campaigns we’ve run not only help meet fundraising goals, but also assist in building brand awareness and affinity for the stations. This allows for strong performance at important fundraising periods like Giving Tuesday and Calendar-Year-End.
