For its annual premier fundraising event, March for Babies, March of Dimes (MOD) wanted to have its paid digital media investment drive as many new walkers as possible, allowing its eCRM efforts to recapture past walkers. However, paid digital media (search, display and paid social) are often perceived as channels that cannibalize an organization’s traditional renewal efforts.
BKV relied on both first- and third-party enhanced data across various display partners and Facebook in order to target lookalikes of walkers that had raised funds for MOD in years past. We also used retargeting display to bolster fundraising efforts for walkers that had already signed up to participate in the event.
BKV drove a higher number of new walkers year over year – a full 18% more than the previous year – and in the process provided a large influx of new names to continue to build the March for Babies CRM file. Additionally, fundraising new walkers raised 11% more YOY. And what’s more, the revenue generated by these new walkers paid for the entire campaign more than twice over.