Helping Greater Good Charities achieve record EOY success
In Short:
Greater Good Charities partnered with Delve Deeper to overcome declining organic engagement, leveraging data-driven strategies in highly optimized paid advertising campaigns. Through data-driven, audience-first insights and a relentless focus on paid media optimization, we not only compensated for declining organic engagement but drove record-breaking end-of-year (EOY) performance, nearly doubling revenue and RoAS expectations while media investments stayed constant.
The Challenge:
Greater Good Charities (GGC) faced growing pressure to achieve more with the same amount of resources.
Organic donor engagement was declining, limiting opportunities to rely on unpaid channels for donor acquisition and retention. Previously, paid media campaigns, which had to fill this gap, were underperforming and RoAS was low.
GGC’s fragmented first-party donor data also offered little actionable insight, leaving the organization struggling to balance limited budgets with rising expectations for growth in donations.
The Approach:
The Approach: We partnered with GGC to turn these limitations into opportunities by focusing on precision and efficiency in paid media strategies.
The engagement began in November 2023 and we started by cleaning up GGC’s donor data, implementing a marketing data platform (MDP) to integrate the data, enrich it with 2nd- and 3rd-party descriptors, and segment existing donors, to enable an audience-first approach to paid media management.
We then concentrated on maximizing paid-media value from every media dollar invested. We began running paid search for GGC in May 2024, and programmatic advertising in November 2024.
Delve Deeper initially struggled to hit ROAS goals with paid search due to a highly competitive market, a generic brand name, and limitations with audiences driven by constraints. Due to early performance issues, Delve Deeper used Performance Max (PMAX) campaigns as a testing ground, identifying audience segments and refining strategies.
The insights gleaned from the PMAX campaigns in paid search helped identify the most effective audiences and the best strategies used to target them. Delve Deeper applied these lessons to programmatic advertising, where we crafted targeted audiences and manually expanded our programmatic efforts.
The strategy shifted from a broad channel approach to then prioritizing high-return paid media channels in paid search and programmatic advertising and dynamically adjusting campaigns to optimize performance in real time.
We quickly capitalized on a hurricane emergency in late September, deploying disaster-focused ads to engage donors in real time. This approach allowed GGC to scale paid media campaigns strategically without wasting budget on underperforming tactics.
Summary:
Delve Deeper Results:
Delve Deeper’s paid media strategy drove unprecedented results for GGC.