CASE STUDY & CREATIVE SAMPLES
NextGen met VVA where they were in the fundraising continuum to expand their program through strategic acquisition campaigns, growing both revenue and number of donors by researching market propensity, testing creative and tactics, and mining the current donor base for opportunities.
We've seen tremendous growth and been able to expand strategic goals and operational reach. NextGen researched, advised, and implemented new technologies. We have also provided strategic, creative, and technical support for their digital fundraising campaigns.
VVA continues to evolve with an ever-more ambitious roadmap for the future. Most importantly, NextGen helped VVA expand their advocacy efforts and resources for new generations of veterans and their families.
NextGen successfully migrated VVA to a new donation processing platform, increasing digital revenue YoY by 78%. As part of the transition, we assessed VVA’s current forms and found a suitable alternative with a high conversion rate.
Identified Problems
Determined what was causing a lack of conversions.
Established Priorities/Needs
Streamlined forms, customizable confirmation page, ability to collect honor/memorial gifts, and promote sustainer giving.
Researched & Compared
What donation form platforms need the identified needs?
Shared Findings
Organized research and suggestions to share with VVA stakeholders.
Made the Transition
Assisted VVA with the account set up, source coding, and data export to their CRM.
Added Customization
Created an updated confirmation page and email autoresponder welcome series to onboard and reinforce VVA’s mission.
After a refresh/relaunch of all donation forms, results were overwhelmingly positive:
NextGen's texting partner has a strong understanding of fundraising and engagement tactics—working exclusively with nonprofits and political organizations to build, engage, and nurture audiences.
90% text message open rate
Cross-channel promotion is critical in building a texting program. This includes adding the shortcode to donation, email, and event sign-up forms.
As an organization that communicates differently with Vietnam veteran members vs other audiences, VVA could greatly benefit from segmentation capabilities that allow for tailored messaging.
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NextGen is a Meta Agency Partner, with extensive expertise in Facebook and Instagram. We guide VVA on how to best communicate with and grow audiences on social channels, providing copy, creative, and calendars.
Additionally, we create and manage effective display campaigns for VVA that act as an additional touchpoint and reminder to give. They are critical to full-funnel digital acquisition and support an overall lift to giving.
According to our DSP, VVA's CYE 2023 display campaign saw record levels of on-platform engagement, driving almost 10,000 more clicks than the previous year.
NextGen is a certified Google Advertising Partner. We know the best tactics to create success for a client’s brand/mission. Our Google Advertising Certifications include Google Search Ads, Google Display Ads, and Google Video Ads.
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VVA's current website does not adhere to best practices for increasing ranking on search engines—something that will be addressed in their upcoming website redesign. As a result, NextGen has assisted in building VVA's paid search advertising efforts to push their message/donation asks to the top position.
Paid search is essential to a comprehensive and effective digital fundraising strategy. While other channels like social and display act as "billboards" more often for prospects, search ads meet people with high intent as they actively seek out VVA/veterans organizations.
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NextGen is currently in the process of redesigning VVA's website to create a more user-friendly experience that better shares the organization's mission and work.
Our main website updates/additions include:
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A strong email fundraising strategy continues to serve as a strong backbone of any digital program. Our digital strategy covers the entire donor journey from prospect to donor, building affinity for your organization.
NextGen has hands-on technical and design experience and is ready to support, troubleshoot, and contribute as needed. We have up-to-date knowledge of CRMs, digital marketing toolsets and platforms, along with design expertise in Adobe.
We know how important it is to get the right message to the right audience. Working with internal teams and any existing data points, NextGen can provide structured onboarding and tailored donor journeys.
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We analyze your current sustainer program and make recommendations focused on three key tactics:
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NextGen Digital Dashboards take a deep dive into results from our digital advertising platforms. We have a wide range of flexibility to create individualized reports for your campaigns. You can easily track the most successful creative, keywords, device use, and demographic information.
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A critical component of supporting integrated, multichannel marketing efforts is keen awareness of privacy policies and new regulations in the digital landscape.
Organic and paid acquisition provide a balanced approach to list building. Key to both is first-party consent: failure to include transparent opt-in language can lead to both an alienated user experience as well as violation of GDPR, CCPA, and CASL rules, which, in turn, could result in your organization getting blacklisted.
Audiences are becoming increasingly concerned with how organizations safeguard their personal data, and they will look to you as a reputable institution to cultivate a safe online experience. We have experience responding to these sensitivities and/or inquiries that will prioritize donor trust.
NextGen holds our vendor partners to the same exacting standards of client service, privacy, and accountability as we do our own employees.