Maximizing the Leukemia & Lymphoma Society’s year-end fundraising by growing revenue 29%
In Short:
During the critical year-end fundraising period, we helped the Leukemia & Lymphoma Society (LLS) increase revenue by 29% while reducing paid media investments by 5%.
Paid search generated 7% more revenue YoY despite a 384% cost-per-click (CPC) increase, paid social achieved 69% higher return on ad spend (ROAS) with 25% less spend, while conversion rates (CVR) improved by 102%.
Delve Deeper’s efficient, data-driven approach exceeded LLS’s goals.
The Challenge:
Year-end fundraising represents one of the most vital opportunities for nonprofit organizations, and the Leukemia & Lymphoma Society (LLS) faced significant challenges during this critical time.
With donor contributions heavily concentrated in December, especially in the final days of the year, LLS needed to drive substantial revenue growth while navigating a highly competitive digital landscape. Rising media costs posed a significant obstacle, with search CPC increasing by a staggering 384% during the last week of December. Additionally, limited budgets demanded an efficient and optimized approach to ensure that each dollar spent delivered maximum returns.
An additional challenge was that Delve Deeper took over LLS’s paid advertising program on September 1st, making an extremely quick ramp-up necessary to properly service LLS’s needs during its most active time of the year.
The Approach:
We developed and executed a results-driven paid media strategy tailored specifically for LLS’s year-end fundraising needs. This approach combined advanced targeting, media optimization, and user experience enhancements to maximize efficiency and revenue generation.
In paid search, Delve Deeper implemented value-based bidding strategies and optimized ad copy to improve performance despite rising costs. Paid social campaigns focused on efficiency, with reduced spend offset by precise targeting and creative optimizations.
Delve Deeper’s programmatic advertising plan leveraged platforms such as The Trade Desk, Amazon, and Quantcast. We actively adjusted the budgets allocated to each of these platforms, making real-time, daily changes based on performance outcomes. Giving Tuesday also acted as a valuable preparation period for the EOY period, enabling us to refine our strategy, make optimizations, and ultimately achieve significantly improved YoY performance.
Simultaneously, landing page and user experience improvements significantly increased conversion rates across all paid channels.
Our media management process of “outperforming performance” is centered on continuous testing, real-time adjustments, and data-informed decision-making, ensuring that campaigns remain nimble and adaptive to the challenges of the year-end period.
Summary:
Delve Deeper Results:
Delve Deeper’s strategic approach delivered exceptional results for LLS during the December 5–31 year-end campaign window.
This performance not only enabled LLS to surpass its year-end fundraising targets but also highlighted the power of strategic optimization and precision in digital nonprofit fundraising. By focusing on efficient use of resources and delivering impactful donor experiences, Delve Deeper helped LLS achieve transformative results during its most critical fundraising period.