An independent 501(c)(3) nonprofit wanted to boost donations in support of their mission to eliminate preventable colon cancer death and suffering by increasing screening rates through education, advocacy, and health systems improvement.
As part of a larger outreach campaign, Alliant provided programmatic advertising to potential donors. Forty-four percent of the list of likely donors was included in the online display campaign, and 56% served as a control group and was not targeted.
A match-back analysis proved the targeted audience's success. While the control group of households not targeted for ads achieved a response rate of 0.38%, the households who received targeted ads saw conversions of 1.14%, an improvement of 200%.
A staggering 95% of total dollars raised in the campaign came from households in the test group that received Alliant's targeted ads.