How Delve Deeper Helped Blood Cancer United Increase ROAS 29% With AI-Powered Paid Media

In short:

Following a major brand transformation from Leukemia & Lymphoma Society to Blood Cancer United, Delve partnered with the organization to modernize its paid media strategy using custom AI frameworks, predictive targeting, and continuous journey optimization. The first year of the AI-powered approach delivered stronger fundraising efficiency and more than $1.2 million in year-over-year revenue growth from select paid campaigns.

The challenge:

After more than 75 years as The Leukemia & Lymphoma Society, the organization rebranded as Blood Cancer United. The transition created a significant paid media challenge: introduce and establish a new national brand without losing the awareness, donor engagement, and fundraising momentum built under the previous name. At the same time, Blood Cancer United needed to modernize its paid media approach to reach the right audiences more efficiently and improve fundraising performance.

The approach:

Delve Deeper developed an AI-enhanced paid media strategy designed to help Blood Cancer United establish its new brand while improving the efficiency and effectiveness of its digital fundraising program. The approach centered on three core initiatives:

Custom AI Frameworks: Delve incorporated AI into campaign analysis and decision-making to help identify opportunities, inform strategy, and guide ongoing optimization.
Predictive Targeting: Audience and performance signals were used to help Blood Cancer United reach the right people at the right time, improving the relevance and efficiency of paid media campaigns.
Continuous Journey Optimization: Delve continuously tested and optimized campaigns across the donor journey, using performance data to refine targeting, messaging, and media decisions over time.

Rather than using AI to replace human expertise, Delve used it to strengthen the team’s ability to make faster, more informed decisions. Ethical AI frameworks and team training were incorporated into the strategy to ensure the technology was used responsibly and transparently.

Together, these initiatives gave Blood Cancer United a more adaptive paid media strategy—one that could support the launch of a new national brand while continuously learning from campaign performance and improving fundraising outcomes.

Summary:

Supported the transition from The Leukemia & Lymphoma Society to Blood Cancer United with a paid media strategy designed to establish the new brand while maintaining donor awareness and engagement.

Introduced AI-powered decision-making, predictive targeting, and continuous optimization to modernize paid media performance.

Generated more than $1.2 million in additional year-over-year revenue from select campaigns while reducing CPA 27% and increasing ROAS 29%.

Delve Deeper Results:

The AI-powered paid media strategy delivered measurable improvements across both fundraising performance and campaign efficiency during the organization’s brand launch. Over the first year, select paid campaigns generated more than $1.2 million in additional year-over-year revenue while simultaneously improving marketing efficiency. Paid media cost per acquisition decreased by 27%, allowing Blood Cancer United to acquire supporters more cost-effectively, while return on ad spend increased by 29%, demonstrating stronger performance from every advertising dollar invested. Together, these results helped support a successful national brand transition while creating a more scalable and efficient digital fundraising program.

Platforms used:

Google Ads

CARE

When CARE's priorities changed overnight, Delve was ready, moving from a Thursday morning decision to live Paid Search and Meta campaigns within hours and generating approximately $30K at a 5x+ ROAS and nearly 200 new-to-file donors in the first four days.

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