Vladimir Jones outlines their strategy to increase year-end donations for the American Indian College Fund.
The agency runs campaigns all year long to increase awareness, encourage people to sign up for newsletters, and motivate them to make donations to the American Indian College Fund. After learning 70% of all donations occur in the last two weeks of December, Vladimir Jones shaped the EOY budget accordingly to make every paid-media dollar work harder.
What happened? They saw significant year-over-year increases in donations (+130%) and revenue (+129%) in December 2019. In comparison, in 2018, the College Fund recorded 194 donations and $35,502.34 in revenue from paid search and paid social. In 2019, from the same paid channels, the organization noted 388 donations and $81,238 in revenue.