Quality + Quantity: Using Digital Ads for New Donor Acquisition
TFW you look at your advertising data and realize you’ve spent a chunk of money reaching all the donors you already have. Ugh. Chances are good that you’re not alone. Lots of organizations are investing more and more in advertising, but finding their donor files just aren’t growing. Truth is, finding good donors isn’t always quite the same thing as finding new donors! Digital ads can do both, but are you asking the right questions to make sure you know the difference? Different ad tools, sources, and strategies have different benefits and drawbacks, and you’ll want to learn how to choose among them.
In this session, we’ll take a comprehensive look at the channels, metrics, reports, creative, and mindsets you should adjust to optimize digital ads for acquiring brand new, totally awesome donors. And then we’ll show the whole shebang in action with Oceana, which is in the midst of changing investing in donor acquisition ads and is ready to share everything they’ve learned.
- Describe the extra costs and benefits to focusing investment on acquisition and creative shifts that we've seen work better for prospecting
- Identify key metrics and reports that you should be using to evaluate new-to-file donors
- Understand what to expect from your advertising channels' performance when you only consider new revenue.