In 2014, only 13% of American Indians held a college degree. Since the College Fund launched a new donor campaign in late 2015, that figure has risen to 14% (compared to 33% of American adults overall). What made that swell possible? The organization and its partners all worked in concert to execute a crucial, research-driven shift in message tone and content. As the lead digital agency, we continue to improve upon audience targeting, donor engagement, and expansion of the follower and donor base. We’re also fueling the mission narrative with rich student stories at StandWithNativeStudents.org and in person through a traveling maze. Our paid search and social work shines brightest with the Because campaign, where we’re featuring students’ reasons for pursuing higher education and reminding donors how every gift can spark a chain reaction that helps ambitious Native students, their families, their tribes and the greater community. In December, when we paired this creative approach with meticulous targeting and budgeting of a flat spend, we boosted donations 26% YoY via Facebook and Instagram.
YoY increase in landing
YoY boost in donations originating from Facebook
YoY growth in revenue from paid search-initiated donations