RKD Group redesigned a media approach that brought in:

6%

increase in new sponsorships

42%

decrease in spend

46%

decrease in cost per sponsorship

The Challenge

Developing a new and effective budget

Children International’s previous media vendor had spent a significant part of their budget and provided little tracking with inflated numbers that were inefficient. They wanted to create a stronger approach using a media strategy to acquire new donors within a conservative budget.

The Solution

A full-funnel media approach

RKD developed an intuitive media approach that targeted new audiences. By tracking and separating existing sponsors from new ones, we were able to pinpoint more information about advertising exposure and attribution, segmenting the donors accordingly. Through the introduction of this new targeting strategy, Facebook carousels and customized birthday campaigns, the cost per sponsor was cut in half.

Breakthrough

Decrease in cost per sponsor

This change in media approach delivered clear results. By targeting new sponsors strategically, a 6% increase in sponsorships was formed along with a 42% decrease in spend. This media segmentation and attribution led to an overall 46% decrease in cost per sponsorship. This allowed Children International to reach their goal of acquiring new donors while staying within their budget.

This change in media approach delivered clear results. By targeting new sponsors strategically, a 6% increase in sponsorships was formed along with a 42% decrease in spend. This media segmentation and attribution led to an overall 46% decrease in cost per sponsorship. This allowed Children International to reach their goal of acquiring new donors while staying within their budget.