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.