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Industry

Nonprofit

Channel

Direct Mail

Industry:

Nonprofit

Channel:

Direct Mail

Challenge

A national non-profit wanted to improve the performance of their direct mail campaign with the goal of increasing registrants for two annual run/walk events.

Solution

Alliant implemented a targeted online display advertising campaign aimed at 230,000 runners in two major metropolitan areas. Our technology assured that the client’s advertising efforts reached “real” people instead of the fraudulent bots and crawlers which account for 75% of normal online traffic.

Results

Prospects that received IP-targeted ads had an 18.2% higher conversion rate than prospects that received only direct mail. The online display ad targeting was only 10% of the cost of the direct mail campaign and delivered the client nearly 12 times more conversions per dollar spent as compared to direct mail only. The ultimate ROI for this campaign was approximately 10/1 for every dollar spent.

 

As a follow-up, Alliant used list regression validation to identify preferable data sources to further increase conversion rates for the client’s next campaign.

Insights at Work

18.2%

higher conversion rate

10x

return on dollar invested

10%

display ad cost vs direct mail