Sustained ROI for New Donor Acquisition
ICEJ
The Situation
Acquiring new donors is a continuous challenge for nonprofit organizations, requiring a strategic approach to ensure long-term sustainability and cost-effectiveness. While many campaigns see short-term success, maintaining a strong return on investment (ROI) over time is a much sought-after goal.
To address this challenge for the International Christian Embassy Jerusalem (ICEJ), we designed a digital donor acquisition campaign leveraging search ads. The goal was to achieve sustained new donor growth while optimizing for immediate ROI.
Strategy
Our strategy utilized three distinct campaigns under a unified search advertising framework, each tailored to reach and engage potential donors based on their interests and philanthropic priorities:
- Focused on broad awareness of ICEJ’s mission and initiatives, targeting individuals interested in supporting Israel and humanitarian causes.
- Targeted donors specifically interested in helping elderly Holocaust survivors in Israel.
- Designed to address urgent humanitarian needs during heightened conflict and instability in Israel.
Results
Over a 12-month period, our search ads campaign achieved
150%
first gift ROI
