Driving double-digit digital revenue growth with dynamic creative optimization
In Short:
Partners In Health worked with Delve Deeper to find new long-term donors through an omnichannel strategy that prioritizes dynamic creative optimization. This ensured the right ads were seen by the right people at the right times.
The Challenge:
Partners In Health (PIH), an organization dedicated to delivering high-quality healthcare to underserved communities around the world needed to attract new donors and expand its supporter base in an increasingly competitive digital environment.
Raising awareness for global health issues, especially among younger, digital-native audiences, required a more strategic approach.
PIH’s goal was to increase awareness of its work and bring in a new wave of supporters, particularly millennials, while also re-engaging older donors who had drifted away. To achieve this, PIH needed a dynamic digital-media strategy.
Together with Delve Deeper, PIH set out to:
- Attract younger supporters with targeted, personalized advertising.
- Re-engage older and lapsed donors who had lost touch with the organization.
The Approach:
Delve Deeper designed a full-funnel digital strategy that aimed to convert casual browsers into long-term, committed donors.
The approach was rooted in the notion that modern supporters expect nonprofits to invest in relationships rather than transactions. In fact, as quoted by McKinsey and validated by Delve Deeper’s experience with for-profit clients, “Seventy-two percent [of consumers] said they expect the businesses they buy from to recognize them as individuals and know their interests. When asked to define personalization, consumers associate it with positive experiences of being made to feel special. They respond positively when brands demonstrate their investment in the relationship, not just the transaction.”
We began by crafting emotionally engaging campaigns to spark interest among potential supporters. Once people were engaged, we prompted them to share their contact details through email sign-ups, which helps build a foundation for ongoing outreach throughout the year and into the end-of-year (EOY) push.
The next phase was focused on fundraising. Using personalized ads and retargeting strategies, Delve Deeper worked to convert interest into action by encouraging one-time or recurring donations. The campaign ran across search engine marketing (SEM), paid social, and programmatic ads, reaching people where they spent their time online.
A key part of our approach was dynamic creative optimization, where we used machine learning to continuously test and improve PIH’s ads. This ensured every dollar was spent on content that performed best.
Summary:
Delve Deeper Results:
In just two months, through Delve Deeper’s omnichannel strategy, PIH saw a 52% increase in digital revenue and an 81% year-over-year increase in H1.
About 70% of PIH’s H1 digital revenue was generated during the EOY campaign, with a significant portion coming from those 25 to 34 years old, a demographic that had previously been less engaged. By using targeted messaging and special offers, such as a 3x donation match, Delve Deeper helped drive a surge in donations during this critical period.
Our strategic targeting delivered a return on ad spend (ROAS) of 1.8x. Most new supporters discovered PIH for the first time through sophisticated ad placements. ROAS grew by 98% for programmatic, 89% for SEM, and 48% for social.