AudienceSCAN Survey Helps Close Nonprofit Digital Advertising Campaign

BY Adam Ambro
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Challenge: Raise awareness with first-​time digital advertising campaign

Ben Mendoza, an account executive for KKTV, is a four-​time Sell Smarter! Award winner and has only been selling media for two years. Mendoza knew that turning to AdMall’s sales tools would help with a first-​time nonprofit digital advertising campaign.

The business owner is very busy,” said Mendoza. “10 years ago, [the owner] used her trauma and story to start [their business] to help turn survivors into thrivers. She specializes in helping victims of domestic violence, sex trafficking, and domestic violence prevention.”

The main challenge they were facing was awareness. We have another similar nonprofit [organization] in town that has been here for 75 years, and everyone thinks of them first. However, they do not focus on lower income and point of care, while [this company] does. So, our main challenge was to raise awareness among donors, but also awareness in the communities that could use their services the most [for their nonprofit digital advertising campaign].”

Solution: Turn to AdMall’s AudienceSCAN survey

I used AudienceSCAN to help me when I choose demographics for this domestic violence non-​profit organization to help for their three fundraising events this year,” said Mendoza. “It was the first-​time digital advertising campaign [they tried], and it went so well, we are now in talks of an annual to keep their name out there not just for fundraising, but also to raise awareness of their cause.”

Result: Big results with a nonprofit digital advertising campaign

According to Mendoza, the company has spent $12,000 over the course of four months. Additionally, the company saw results immediately with their most-​ever attended event. They went over their goal of ticket buyers and raised more money than ever.

I sold them some core digital products, but mostly focused on targeted display and targeted video,” said Mendoza.

I would recommend AdMall to a colleague as it always being the foundation of my presentations to client. They want to see that you did your research not only on the company, but the industry and audience. AdMall gives you both of those research points in a quick and easily digestible manner. ”

AudienceSCAN® is SalesFuel’s proprietary annual study of online shoppers, digital audiences, and consumer behavior in America. Now in its 14th year, this in-​depth analysis of over 15,080 U.S. online adult consumers gives you the exclusive insight to better understand what’s in the hearts and minds of your account’s best customers. More than 1,355 customer groups are profiled with details on consumer behavior, purchase intent, digital+technology usage, health+wellness concerns, automotive preferences, leisure interests, dining habits and more. Business development specialists use AudienceSCAN to identify new markets, new opportunities, and new channel partners. Marketers can use AudienceSCAN data to reach the people who count (instead of counting the people they reach), while crafting a message with impact to those who are most likely to buy.

More About: Nonprofit, Social Advocacy Organizations

Social advocacy organizations operate by raising funds from private individuals and/​or corporations and then disbursing those funds to support causes and/​or organizations that align with the main goal of the advocacy group.

Approximately 945,000 nonprofit public charities are registered with the IRS. Large organizations operating in this sector include The National Rifle Association, Amnesty International, and World Wildlife Fund. Overall, these organizations are small and locally based. The top 4 groups account for only 2.6% of total income in the industry.

These organizations must compete with other nonprofit entities that are seeking donations. They are also subject to decreased donations during times of economic contractions or during times when their particular cause may be out of favor with mainstream American values.

This industry includes approximately 134,340 businesses that report revenue of $44 billion.