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.

About NextGen Fundraising

NextGen is a thought leader and knowledge resource in the nonprofit industry. We advise clients at all levels of the organization and we know from experience that fundraising works best when it is aligned with mission, financial, and marketing strategies and goals.

For us, strategy drives the tactics—not the other way around. Our agency creates information-driven fundraising plans rooted in a culture of analysis. We embrace new technology and believe successful nonprofits transform through the coordination of media and a commitment to multichannel donor relationships.

The NextGen team is composed of strategists and specialists in fundraising, direct response, and digital marketing services. Most of us have worked and volunteered at nonprofits, giving us a distinct perspective on how organizations operate. 

Most importantly, we know that when we and our clients are successful, good things happen in the world.

To learn more about our work, check out our services or contact us today.