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: 1,274

Clicks: 158

CTR: 12.40%

CPC: $19.12

Impressions: 8,757

Clicks: 827

CTR: 9.44%

CPC: $8.52

PERFORMANCE METRICS (SEARCH)

PMGD

FYE

PMGD

Impressions:

Clicks:

CTR:

CPC:

Impressions: 291,575

Clicks: 393

CTR: 0.14%

CPC: $5.09

PMGD

Impressions:

Clicks:

CTR:

CPC:

Impressions: 290,661

Clicks: 478

CTR: 0.16%

CPC: $4.18

PERFORMANCE METRICS (DISPLAY)

FYE

PMGD

# of Gifts:

Gift Revenue:

# of Gifts:

Gift Revenue:

One-Time

Monthly

Avg. Gift:

Avg. Gift:

# of Gifts: 4

Gift Revenue: $515

# of Gifts: 2

Gift Revenue: $15

One-Time

Monthly

Avg. Gift: $128.75

Avg. Gift: $7.50

# of Gifts:

Gift Revenue:

# of Gifts:

Gift Revenue:

One-Time

Monthly

Avg. Gift:

Avg. Gift:

Total # of Gifts: 6

Total Gift Revenue: $530

Annualized Revenue: $695

Overall

Return on Ad Spend: 0.18

Avg. Gift: $88.33

Form Conversion Rate: 3.80%

REVENUE METRICS (PMGD)

# of Gifts:

Gift Revenue:

# of Gifts:

Gift Revenue:

One-Time

Monthly

Avg. Gift:

Avg. Gift:

# of Gifts: 8

Gift Revenue: $495

# of Gifts: 6

Gift Revenue: $72

One-Time

Monthly

Avg. Gift: $61.88

Avg. Gift: $12

# of Gifts:

Gift Revenue:

# of Gifts:

Gift Revenue:

One-Time

Monthly

Avg. Gift:

Avg. Gift:

Total # of Gifts: 14

Total Gift Revenue: $567

Annualized Revenue: $1,359

Overall

Return on Ad Spend: 0.08

Avg. Gift: $40.50

Form Conversion Rate: 1.69%

REVENUE METRICS (FYE)