We might be munching on mince pies, searching for secret Santa presents and listening to Mariah Carey (who else), but at upriseUP we’re also working on many of our charity clients’ 2017 event fundraising campaigns, making sure everything is perfectly in place to make the most of the seasonal boost in event sign ups that occur each January.
Whilst December traditionally sees an uptake in charitable donations, it is the start of a new year (goodbye 2016 it’s been, well…) that heralds a rash of enthusiasm for making resolutions to change lifestyles, get fit and make a difference which often results in a commitment to a fundraising event as a personal goal.
From marathons, half marathons and 5ks to extreme Tough Mudder style events not for the faint hearted, not to mention overseas treks, swimming events, cycling, and more there’s an event for everyone and a considerable number of our non profit clients are vying to secure supporters who will sign up to their events and fundraise.
At upriseUP we are experts at applying and managing charity grant accounts* but with a $2 keyword bid restriction and huge competition for event keywords it can be difficult to reach the desired audience and capture sign ups. With a limited window of opportunity nobody wants to miss out but the good news is there are solutions.
So just what do we recommend? Search is the first place to start from a ROI perspective but as there will only ever be a limited number of relevant search queries, the next place to look is to a Display campaign.
With Display campaigns, we see the strongest ROI using Remarketing lists, targeting an audience who has already visited your website with your sign-up event message. This is a particularly effective when used in conjunction with Paid Search by upweighting keyword bids to the same audience. So reaching that prospect who is looking for the very thing you are offering at that particular moment, who is familiar with your cause and likely has a close emotional tie.
Other targeting options we’d recommend would be contextual targeting, keywords targeting, demographic targeting, lookalike audiences and affinity audiences. We can’t emphasise enough the importance of optimising the campaign throughout its duration for best results.
With the functionality to put together great quality Responsive Ads in AdWords itself we don’t even need our clients to provide their own banner creative. We’ve found Responsive Ads performing strongly with equal if not better results than the clients’ own creative in many instances.
We’d love to discuss how we can help you with your fundraising campaigns. Get in touch at firstname.lastname@example.org or give us a call. Here’s to 2017 – may we all stick to our resolutions!
* charities can apply for a Google Grant Account where they receive the value of $10k to use every month on AdWords – all our clients are enrolled in a GrantsPro Account with a $40k value to use every month.