Name Acquisition
Translating High-Performing Content to Become a Name Acquisition Engine
A Great Pitch, Missed Opportunities
Client’s Challenge: The organization had access to the full $10,000 Google Grant but wasn’t capitalizing on it. Low-quality traffic, poor conversion alignment, and under-optimized landing experiences meant their overall acquisition efforts were not driving meaningful donor growth. The opportunity was there — it just needed the right swing strategy.
Reading the Stats to Get out of the Slump
The Moneyball Metrics: We evaluated the client’s website, looking for highest-performing content being consumed on the site which also had the highest number of progressions to the donate page. The “Top 40 Messianic Prophecies” article on the client website rose to the top.
This led to a game-changing idea for a new digital experience.
Building the Playbook:
Once the data told the story, we built a new playbook:
Launched digital display across those that fit the ideal donor profile of the organization.
Aligned landing experiences aimed at driving conversion to a new, immersive experience of the same content.
Deployed conversion tracking to measure what really mattered — new names added to the file, not vanity metrics.
Tested and iterated weekly, using data to inform each new adjustment.
Putting the Playbook in Action:
We transformed existing content into a four-week digital experience — pairing Google Grant ad messaging to capture active intent, along with targeted prospecting through digital display to expand reach. Native site callouts kept the campaign in play, driving steady name acquisition throughout.
Automated messaging was put in place post-acquisition designed to drive first-time gifts from these new names.
Replay Review
The Results: After just six months into the campaign, the client saw an influx of nearly 5,000 new prospective donors at a cost per new name at less than $10.
This was their most efficient name acquisition campaign their program had ever seen.