Video: Moving Beyond Paid Search to Help Kids
Make-A-Wish relies on donations to grant the wishes of children with life-threatening medical conditions.
While the organization enjoys a lot of great media coverage through celebrity and corporate tie-ins, it wanted to maximize the impact of this earned media. It needed to step up its digital game.
"When I came on board [in 2013], I really wanted to move us in a direction based on what I had seen success with elsewhere, into using paid search—a very efficient way of testing into digital," says Amanda Clayton, director of digital revenue for the nonprofit organization. But, she says, "there really is a limit to what paid search can do."
Today Ms. Clayton, working with agency partner True North, has moved beyond paid search by corralling as much data as possible through prospecting efforts, such as look-a-like modeling and retargeting, that have paid off tremendously—making her a Digital Trailblazer for Make-A-Wish.
"As we've tested into digital in a bigger way, we've enjoyed significant growth," Ms. Clayton says. "So year over year for the last three years, we've seen double-digit growth."
Here, Ms. Clayton and Garen Karnikian, analytics director at True North, discuss how they are expanding the digital efforts of Make-A-Wish to broaden the organization's impact and boost donations.
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