The International Rescue Committee has an annual two-month-long year-end push striving to attract as many donations and new donors as possible through advertising.
Anvil put together a comprehensive year-end plan in 2012 to generate more year-end donations and donors compared to the previous year through several digital mediums including AdWords, adCenter, Facebook, re-marketing through the Facebook ad exchange, StumbleUpon, and chaperoned emails. Using learnings gathered from the previous year-end push, Anvil optimized the multi-channel campaign by utilizing only the most successful mediums seen in the previous year and optimizing those mediums through refined targeting, timing and budgeting.
- Overall Online Donations Year Over Year: 73% Higher
- New Online Donors Year Over Year: 131% Higher