{"id":5571,"date":"2016-07-12T20:14:21","date_gmt":"2016-07-12T20:14:21","guid":{"rendered":"https:\/\/causeinspiredmedia.com\/?p=5571"},"modified":"2023-06-23T13:10:37","modified_gmt":"2023-06-23T17:10:37","slug":"digital-ads-outperform-goodwills-expectations","status":"publish","type":"post","link":"https:\/\/causeinspiredmedia.com\/google-ads\/digital-ads-outperform-goodwills-expectations\/","title":{"rendered":"Digital Ads Outperform Goodwill&#8217;s Expectations"},"content":{"rendered":"<h3>In an effort to gain a deeper understanding of the effectiveness of their most recent ad campaign, Goodwill ran a detailed study to determine which forms of media were the most impactful.<\/h3>\n<p>From September of 2013 to April of 2015, Goodwill and the Ad Council ran a series of Public Service Advertisements (<a href=\"http:\/\/www.goodwill.org\/press-releases\/goodwill-and-the-ad-council-ask-communities-to-donate-stuff-create-jobs-through-new-psas\/\" target=\"_blank\" rel=\"noopener noreferrer\">PSAs<\/a>) that explained how donating items to Goodwill can support individuals having\u00a0difficulty finding employment. With this campaign, Goodwill wanted to emphasize that, through individuals donating gently used clothing and other household items, they can continue to provide support to those searching for employment opportunities.<\/p>\n<p><em><strong>&#8220;Every 27 seconds of every business day, Goodwill helps someone find employment&#8221;<\/strong><\/em> &#8211; <a href=\"http:\/\/www.goodwill.org\/press-releases\/goodwill-and-the-ad-council-ask-communities-to-donate-stuff-create-jobs-through-new-psas\/\" target=\"_blank\" rel=\"noopener noreferrer\">source<\/a>\u00a0<a href=\"https:\/\/causeinspiredmedia.com\/wp-content\/uploads\/2016\/07\/donation-pick-up.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-medium wp-image-5590\" src=\"https:\/\/causeinspiredmedia.com\/wp-content\/uploads\/2016\/07\/donation-pick-up-300x200.jpg\" alt=\"donation-pick-up\" width=\"300\" height=\"200\" \/><\/a><\/p>\n<p>With this campaign, Goodwill&#8217;s advertising media spend breaks down as follows:<\/p>\n<ul>\n<li>Digital &#8211; 5%<\/li>\n<li>Spot TV &#8211; 69%<\/li>\n<li>Radio &#8211; 16%<\/li>\n<li>Print &#8211; 10%<\/li>\n<\/ul>\n<p>In their study, one of the most shocking statistics arises from the Digital Media component. Despite the fact that Digital Media was given the least amount of monetary attention, <a href=\"https:\/\/causeinspiredmedia.com\/google-ads\/the-digital-shift-transitioning-out-of-traditional-marketing\/\">a whopping 49% of all donations came from this platform<\/a>&#8230;that&#8217;s more than Spot TV and Radio combined!\u00a0Goodwill&#8217;s media breaks down even further when you compare the percentage of the advertising budget spent on each platform (above) vs the\u00a0percentage of total donations that came from each platform (below).<\/p>\n<ul>\n<li>Digital &#8211; 49%<a href=\"https:\/\/causeinspiredmedia.com\/wp-content\/uploads\/2016\/07\/digital-marketing.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-5592\" src=\"https:\/\/causeinspiredmedia.com\/wp-content\/uploads\/2016\/07\/digital-marketing-300x210.png\" alt=\"digital-marketing\" width=\"394\" height=\"276\" \/><\/a><\/li>\n<li>Spot TV &#8211; 33%<\/li>\n<li>Radio &#8211; 11%<\/li>\n<li>Print &#8211; 7%<\/li>\n<\/ul>\n<p><strong><em>So what does this data tell us?\u00a0<\/em><\/strong>Clearly, there is huge potential with digital media, but how should organizations break down their media advertising mix\u00a0to\u00a0take advantage of it?<\/p>\n<p>While there may not be one universal &#8220;right&#8221; answer to this question, according to a recent article in <a href=\"http:\/\/www.adweek.com\/news\/advertising-branding\/3-surprising-lessons-major-nonprofit-learned-when-it-analyzed-its-advertising-171588\" target=\"_blank\" rel=\"noopener noreferrer\">Adweek<\/a>, <em><strong>&#8220;the best media mix is a balanced one.&#8221;\u00a0<\/strong><\/em>Since we live in a constantly changing and evolving society, it is increasingly important for organizations to advertise accordingly. For Goodwill, that means upping their spend on digital media, and scaling back their spend on television. By\u00a0examining how many donations that came from each form of media, Goodwill was able to develop an alternative &#8220;media mix&#8221; that, according to the study, could increase their donations by 7-12%.<\/p>\n<blockquote><p>With the evolution of social and digital media, there has never been a more exciting time for social causes. However, it&#8217;s important to do the research to identify the best opportunities to reach your audiences and achieve your goals.&#8221; &#8211;\u00a0Ellyn Fisher, SVP of Public Relations and Social Media at the Ad Council<\/p><\/blockquote>\n<h3>If you&#8217;d like to get started increasing your organization&#8217;s digital media presence, let our experts at Cause Inspired Media create a successful Donation Landing page to convert your website traffic and increase your donations. <strong><a href=\"https:\/\/causeinspiredmedia.com\/website-design-and-development-services\/\" target=\"_blank\" rel=\"noopener noreferrer\">Click here to learn more<\/a><\/strong>, or <strong><a href=\"https:\/\/causeinspiredmedia.com\/#contact\" target=\"_blank\" rel=\"noopener noreferrer\">contact us here.\u00a0<\/a><\/strong><\/h3>\n<h3>Did you know that you could qualify for 10,000 in FREE Google AdGrants money? <strong><a href=\"https:\/\/causeinspiredmedia.com\/google-adgrants-give-10k-monthly\/\" target=\"_blank\" rel=\"noopener noreferrer\">Click here to find out more.\u00a0<\/a><\/strong><\/h3>\n<p>By: Emily Dietz,\u00a0<em>Business Development Strategist<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In an effort to gain a deeper understanding of the effectiveness of their most recent ad campaign, Goodwill ran a detailed study to determine which forms of media were the [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":12307,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":""},"categories":[43],"tags":[45,46,47],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.8 - 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