Significantly increase the scale of new one-time and monthly sustainer donors for Feeding America while maintaining the already established campaign performance goals.
PlusMedia identified previously underutilized media channels, partners and targeting approaches to develop a comprehensive direct response media plan. The newly revamped strategy included executions across newspapers, social, referral and display with KPIs focused on attracting new prospects, generating traffic and increasing donations. This integrated media roadmap was also rooted in leveraging learning across channels to ensure continuous optimizations.
The holistic media approach resulted in “unparalleled success”, delivering one of the largest single direct marketing donations ever received by the organization. In addition, the strategy has seen campaigns deliver 200% increase in response rate, 150% return on investment and a reduction in CPA by nearly 85%.