Problem Overview

Client Background

  • Type of Business: Non-profit organization raising funds for life-saving gear.
  • Business Model: Donation-based with a subscription component.
  • Acquisition Channels: Online donations, email marketing, and subscriptions.
  • Key Financial Constraints: Strict cash flow requirement, needing 1.3x ROI for every dollar invested.

Business Challenge

  • Goal: Scale online donation channels and improve conversion efficiency.
  • Problem:
    • The website was not optimized to convert new potential donors.
    • No effective tracking or analytics tools were in place to measure the efficiency of investment.
    • The client faced issues with tracking data from the Donation CRM System and lacked a coherent strategy for email marketing and upselling subscriptions.

Key Pain Points

  • Ineffective donation conversion process and lack of tracking tools.
  • Difficulty managing the efficiency of marketing investments across multiple channels.
  • No effective email marketing or upsell strategy for driving subscriptions.

Deployed Solutions

Violet Growth + Exactius Growth:

  • Integrated All Online Investment into Violet: Streamlined tracking of donations and investments into a single platform.
  • Google Analytics & Donation CRM System Integration: Connected all data sources to track customer acquisition and donation history effectively.
  • Transaction Attribution: Developed a single source of truth for transaction attribution by deploying Violet Pixel and integrating with the Donation CRM system.
  • Backend & Frontend Tracking: Set up advanced tracking to measure performance across digital channels and ensure efficient ROI.
  • Dedicated Funnels: Created funnels focused on online acquisition and nurturing returning customer donations.
  • Introduced Subscriptions: Added subscriptions flow on top of existing donations flow to increase lifetime value of donors

Attribution & Testing:

  • ROAS Optimization: Linked donation value to CRM’s system and optimized Return on Ad Spend (ROAS) by tracking channel-specific performance.
  • Segmentation: Tested subscription and transaction models based on customer profiles (existing vs. prospective donors) to find the best-converting funnels.

Key Results & Outcomes

Insights & Actions

  • Improved Channel Efficiency:
    • Native advertising became a highly efficient acquisition channel, allowing for more targeted scaling.
    • Integrated attribution across channels provided clear performance insights.
  • Subscription and Transaction Testing:
    • Customer profile segmentation allowed for optimized donation and subscription funnels.

Impact

  • 12x Increase in Total Donations in the first 8 months of 2024 compared to the same period in 2023.
  • Building a Recurring Transaction Base through dedicated donor acquisition flows.