baltimore Buildings
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baltimore Buildings
20NTC Session Proposal
Fundraising

What do Nonprofits and Democratic Candidates Have in Common? ROAS

Description

In order to get onstage in the 2019 Democratic Party primary debates, candidates were spending up to $70 in online advertising in order to generate just $1 of fundraising. No, that’s not a typo. 

But that’s not the full story: The reason that candidates were happy to spend 7000% more than their donations was that each candidate needed to have at least 130,000 unique donors as part of the qualifiers for the debate stage. And without a spot on the stage, their campaign would more or less end. 

Nonprofits can learn from this example when it comes to calculating a true ROAS, or return on ad spend. Is it just the money you raise in a fundraising campaign? We’ll look at how to calculate a true return on ad spend, and how you can apply the same principles to your own organization, and your digital strategy. 


Learning Outcomes

  • Understand the unsung metric of Return on Ad Spend (ROAS) and how to calculate it
  • Determine the real value of spending on online advertising against fundraising goals
  • Use your own ROAS to determine next steps in terms of strategy

Target Audience

Anyone spending money on ads, Marketing and comms decision makers, Strategy-setters

Tags

BudgetingCampaignsCase StudyDigital Ads