Key to Success:
- Combining proven fundraising strategic discipline with best-in-class media strategic planning
- Connecting upper-funnel and lower-funnel strategies by investing in campaigns to build brand awareness and strong retargeting pools
One of the world’s largest nonprofits dedicated to ending cancer faced a strategic growth challenge due to low brand awareness compared to its peers in the cancer charity space. They needed a comprehensive strategy that would not only grow brand awareness as a primary goal, but also support new donor acquisition during the critical year-end giving season. This had to be achieved in a highly measurable way that could be tied directly to back to the media investment.
The Merkle team developed a four-week multi-channel campaign focused on YouTube and Facebook platforms. The campaign targeted a specific demographic that had also shown interest or affinity with charities but had not yet engaged with our client.
Audiences were reached via awareness-focused campaigns through YouTube ads, and on Facebook with video creative. To measure the impact on overall awareness among the defined audience, Merkle partnered with Google and Facebook to perform brand lift studies. To achieve our secondary objective of year-end donations and revenue, we then remarketed advertising to video viewers with conversion-focused campaigns, standard display, and Facebook ads.