After a two-year hiatus from long-form media, a child sponsorship organization had aggressive goals to increase their ROI by 25 percent.
Reentering the marketplace can be tricky. After reviewing the historical database with over 10 years of long-form results for the organization, along with other nonprofits’ data, the direction was clear. Testing major faith-based networks, local market network affiliates with high-rated faith-based programs, along with specialty cable networks and programming was the direction to go.
After six months, the organization’s ROI increased way past the initial goal of 25 percent, hitting 80 percent. Even better, the campaign received higher average gifts, with 70 percent of new gifts placed on credit cards.