Diversifying audiences and increasing revenue by 66% for UNICEF USA
In Short:
We helped UNICEF USA address one of its biggest challenges–the aging out of its baby boomer-dominated donor base–by identifying a younger audience likely to become donors based on their shopping and entertainment signals.
Our secret weapon was a yet-to-be released optimization tool from Amazon to which we were able to get early access thanks to our relationship. The program drove dramatic results across KPIs including RoAS, revenue and conversion rates.
The Challenge:
UNICEF wanted to kick off 2024 by finding newer and younger donors. But like many other charitable organizations, its most consistent and long-term donations tended to come from older, more financially established generations. With these individuals slowly aging out, UNICEF needed to identify younger audiences to help increase revenue volume and improve return on ad spend (ROAS).
The key was to get one-time donations, which are incredibly important in the nonprofit ecosystem. They serve as an entry point for new donors and as they age, those new entrants are likely to evolve into long-term donors that nonprofits rely on for recurring revenue.
The Approach:
As an Amazon partner and advisor to UNICEF USA, we received early access to Amazon’s new Performance Plus technology. This advanced optimization tool uses machine learning to create lookalike audiences based on Amazon’s first-party shopping and entertainment data, and predicts user-conversion likelihood.
We targeted recent one-time donors from UNICEF USA’s existing data, and created a U.S. display campaign in Amazon Performance+. We set up five unique audiences with conversion probabilities ranging from 50% to 100%. Amazon DSP was then used to programmatically purchase UNICEF USA donation ads on Amazon, Meta, and Google’s Display & Video 360.
Summary:
Delve Deeper Results:
With Delve Deeper’s help, UNICEF USA saw an increase in transactions, revenue, and ROAS for this Performance+ campaign when compared to business-as-usual prospecting efforts. The initial phase helped with immediate funding needs, and was so successful that the program is now ongoing: