MetaMetrics was commissioned to support a large national charity in its quest to find ways to improve and optimise its investment for the best possible impact.
The issue
The question, “what impact will investing in brand media have on our total ROI?” Was central to providing evidence to the board about the importance of brand media investment and how it contributes to the charity’s overall growth. Striking the right balance between fundraising and brand activity is crucial to meeting the charity’s short and long-term needs.
The client had developed a brand-focused campaign to complement its fundraising activity. They wanted to know how it compared in terms of ROI.
Our Econometric Approach
After a consultation and an in-depth data-gathering process, we built bespoke econometric models that analysed three years’ worth of a wide range of metrics. The models focused on measuring the impact of both fundraising and brand activity on ad-hoc donations and regular giving.
The Solution
The models revealed low ROI, partly driven by increased cost per rating. However, they showed a significant impact on regular givers, who have a much stronger lifetime value than ad hoc donations.
When we drilled down into the detail, we could see that their latest campaign accounted for 25% of the uplift in regular givers. Due to their increased investment in the brand, the lifetime value of their donors has increased. Their ROI had significantly increased since their last campaign. A launch deployment strategy delivered strong cut-through to results, albeit at the expense of some efficiency.
With typical weights, shorter copy, flighting and airtime optimisation, it should be possible for future bursts to improve payback.
The Business Outcome
The econometric model helped the charity see that despite a lower short-term ROI, their latest campaign had created a stronger lifetime value for their donors.
At MetaMetrics, we collaborate closely with our clients to enhance their marketing effectiveness. By leveraging their data, we provide our clients and their teams with the confidence to ensure all campaigns are impactful and efficient.
