Helping Livestrong Deliver Its Best Fundraising Month in Nine Years
In short:
Delve Deeper partnered with Livestrong to execute a high-impact, audience-first digital campaign for the End-of-Year (EOY) giving season. By leveraging paid search, paid social, and programmatic advertising, the agency delivered record-breaking donation revenue, making December 2024 Livestrong’s most successful fundraising month in nine years for digital, one-time donations not related to an event.
The challenge:
Livestrong, the nonprofit that provides support to people affected by cancer, needed to maximize donations during the critical EOY giving season while ensuring an efficient return on ad spend (RoAS). Prior campaigns had struggled with fluctuating engagement, and a new strategy was required to capture high-intent donors, optimize media spend, and drive revenue growth.
The approach:
Delve Deeper developed a multi-channel paid media strategy focused on paid search, paid social, and programmatic advertising to drive donations efficiently.
In paid search, Google Ads campaigns targeted high-intent users through branded search and competitor conquesting, capturing donors searching for organizations like Susan G. Komen and St. Jude.
In paid social, Delve Deeper utilized Meta campaigns to leverage lookalike audiences, retargeting, and dynamic creative formats such as video and carousel ads to engage potential donors.
Programmatic efforts through Performance Max (PMAX) and deals with MiQ and Legacy helped expand reach and optimize donation-driven messaging.
The team continuously monitored campaign performance, using our relentless Start, Stop, Continue methodology to pause underperforming asset groups while reallocating the budget to high-RoAS areas.
A final push in messaging towards the end of the year created urgency, driving last-minute contributions that significantly boosted overall fundraising performance.
Summary:
Delve Deeper Results:
Livestrong experienced a 476% increase in revenue month-over-month, achieving the highest digital donation revenue in the organization’s history.
The overall return on ad spend increased by 141% from November to December, showcasing the effectiveness of the refined media strategy.
Specifically, competitor conquesting search campaigns generated substantial revenue with a solid return on ad spend, while branded search campaigns delivered even stronger efficiency. Meanwhile, 2X Match messaging stood out with the highest ROAS, showcasing exceptional performance.
Results:
Livestrong experienced a 476% increase in revenue month-over-month, achieving the highest digital donation revenue in the organization’s history.
The overall return on ad spend increased by 141% from November to December, showcasing the effectiveness of the refined media strategy.
Specifically, competitor conquesting search campaigns generated substantial revenue with a solid return on ad spend, while branded search campaigns delivered even stronger efficiency. Meanwhile, 2X Match messaging stood out with the highest ROAS, showcasing exceptional performance.