WMHT FY24 REPORTING
Public Media Giving Days & FYE
EXECUTIVE SUMMARY
Revenue results were soft for both the Public Media Giving Days (PMGD) and Fiscal Year End (FYE) campaigns. Challenges to donor conversion may include time of year, market reach, low donation-form conversion, and scarcity of previous presence on a digital channel.
Your station saw strong double-digit Click Thru Rates (CTR) on Search. This performance metric measures engagement: the number of people who are shown an impression of your brand vs the number of people who click through to take action.
Your station participated in a cross-market A/B test for Display during the PMGD campaign, allowing you to benefit from learnings at scale for statistical significance. There was no clear winner with near even results: with 1,690,909 impressions only a ~7,000 lead for the “Yellow” creative and a tied result of 0.13% CTR.
OVERVIEW
Search provides the most impactful use of a small budget and represents 51% of direct fundraising budget by digital channel. Benchmarking further demonstrates that search generally has the highest return on ad spend.
Google Paid Search is based on cost-per-click, so converted donors are only a fraction of the total audience being exposed to your brand. Benchmarking shows view-through revenue can account for 35% of all giving sourced to digital ads. (Revenue from donors who made a donation from seeing, but not clicking on, an ad)
Display Advertising is considered top-of-funnel: extending brand reach and targeting prospects at the “awareness” stage. This is a powerful tool with wide reach, precise targeting, and, arguably most importantly, creative capabilities beyond what a text-forward search ad offers.
While some campaigns may not demonstrate immediate ROI, digital ads keep your brand front of mind, provide an overall lift YOY, and secure long-term net gain over donor LTV.
SEARCH AD CREATIVE
DISPLAY AD CREATIVE (PMGD VERSION 1)
DISPLAY AD CREATIVE (PMGD VERSION 2)
DISPLAY AD CREATIVE (FYE)
PMGD
Impressions:
Clicks:
CTR:
CPC:
Impressions: 3,526
Clicks: 602
CTR: 17.02%
CPC: $6.29
Impressions: 9,508
Clicks: 1,790
CTR: 18.83%
CPC: $4.25
PERFORMANCE METRICS (SEARCH)
FYE
PMGD
PMGD
Impressions:
Clicks:
CTR:
CPC:
Impressions: 335,359
Clicks: 402
CTR: 0.12%
CPC: $5.72
PMGD
Impressions:
Clicks:
CTR:
CPC:
Impressions: 334,019
Clicks: 523
CTR: 0.16%
CPC: $4.40
PERFORMANCE METRICS (DISPLAY)
FYE
PMGD
# of Gifts:
Gift Revenue:
# of Gifts:
Gift Revenue:
One-Time
Monthly
Avg. Gift:
Avg. Gift:
# of Gifts: 11
Gift Revenue: $1,860
# of Gifts: 3
Gift Revenue: $35
One-Time
Monthly
Avg. Gift: $169.09
Avg. Gift: $11.67
# of Gifts:
Gift Revenue:
# of Gifts:
Gift Revenue:
One-Time
Monthly
Avg. Gift:
Avg. Gift:
Total # of Gifts: 14
Total Gift Revenue: $1,895
Annualized Revenue: $2,280
Overall
Return on Ad Spend: 0.50
Avg. Gift: $135.36
Form Conversion Rate: 2.33%
REVENUE METRICS (PMGD)
# of Gifts:
Gift Revenue:
# of Gifts:
Gift Revenue:
One-Time
Monthly
Avg. Gift:
Avg. Gift:
# of Gifts: 35
Gift Revenue: $3,370
# of Gifts: 14
Gift Revenue: $170
One-Time
Monthly
Avg. Gift: $96.29
Avg. Gift: $12.14
# of Gifts:
Gift Revenue:
# of Gifts:
Gift Revenue:
One-Time
Monthly
Avg. Gift:
Avg. Gift:
Total # of Gifts: 49
Total Gift Revenue: $3,540
Annualized Revenue: $5,410
Overall
Return on Ad Spend: 0.46
Avg. Gift: $72.24
Form Conversion Rate: 2.74%