Our campaigns led to a 115% increase in Memorial Day revenue for Travis Manion Foundation, through a cross-channel, coordinated effort of retargeting, landing page optimizations, and audience-centric strategy. The goal was to increase one-time and monthly donors during Memorial Day, a crucial holiday for the Travis Manion Foundation (TMF), leveraging increased media attention and a heightened sense of patriotism to maximize contributions. TMF strives to unite and strengthen communities by training, developing, and highlighting the role models that lead them. They develop programs, training opportunities, and events designed to empower veterans and families of the fallen, and then inspire them to pass on their values to the next generation and the community at large.
The Impact of the Holiday Donation Campaign
Our campaigns led to a 115% increase in Memorial Day revenue compared to the year prior. Coupled with huge gains in annualized monthly revenue and lightbox traffic, TMF secured funds that were necessary for helping to foster a sense of connectedness, resilience, and improved well-being for veterans and families of the fallen.
25%
Increase in overall campaign revenue Total funds raised amounted to $48.3K, not including a one-time $25,000 gift.
670%
Increase in new annualized monthly revenue Thanks to the 29 new monthly donors, this represented a 263% increase in new sustainers compared to the previous year.
106%
Increase in revenue through website popup The website lightbox alone garnered $13.5K in donation revenue.
Our Approach to Increase Donations
We developed a data-driven, multi-channel audience-first strategy that resonated with veterans and military families, positioning Memorial Day as a critical moment for giving. To maximize exposure leading up to the holiday weekend, we ran a series of compelling Meta and Paid Search ads, emails, landing pages, and optimized website CTAs throughout the month. Key channels included:
Meta:
We launched a two-phase strategy that utilized Retargeting on Meta – first with a small segment at the start of the month, then via a high-performing conversion campaign that maximized lookalike audiences based on military interests.
Google Search:
The majority of donations were driven by Google Search, focusing on branded keywords like ‘Travis Manion’ and competitor terms. This strategy led to a substantial portion of the $48.3K raised during the Memorial Day campaign.
Website:
Capitalizing on increased web traffic from TMF’s CEO’s appearance on Fox News, we used a lightbox ad to capture visitor interest, generating a 106% increase in popup revenue year over year.
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