This is a success story about promoting a fundraising product to volunteer groups, youth groups; helping them with their endeavors to buy uniforms, equipment, or band instruments. The product, cups, are sold door to door and they are aimed to be sold by the energetic youth of these organizations.
THE PROBLEM–the website for this company had a google Adword campaign that limped along, creating only 1 conversion in the first 15 months of operation….and not much traffic. The ads originally emphasized the quality of the products, and the official endorsement status of the products from NFL and Major League Baseball.
THE CHALLENGE–The audience is harried soccer moms, volunteers charged with the fearful task of raising X-thousand dollars by picking and implementing a fundraiser that will be carried out by the youth of the organization.
THE PERCEPTION–Fundraising is hard, or scary, or dangerous–frought with the peril of failure. An adult with no previous experience might hesitate to commit his youth organization to a fundraiser which will task its members to ask people (door to door) to part with some of their hard-earned money.
WHERE WE CAME IN–Starting in May, K & S brainstormed focused GOOGLE ADWORDS ads designed to ALLAY FEAR. We emphasized the tips that successful previous adults and youth groups had found that WORKED with their youths. One of these, for example, Was HAVE A CUP TO SHOW. Such a simple concept. We wrote plenty of ads that had this central sentence.
THE SUCCESS–In May there was 1 conversion. (A feat unmatched in the prior 14 months–the site hadn’t had a conversion since the last one, 15 months ago.) In June there were 3 more conversions. (We already rocketed the success rate by 300%) July saw much client interest and additional budget–15 conversions. August saw a doubled ad rate and daily spend by the budget and an ASTOUNDING 52 conversions.
CONCLUSION–Messaging the Benefit of previous successful fundraisers, and the “word from the horse’s mouth” quality of these previous volunteer adults was JUST THE JUICE to get hesitant soccer moms to perceive a solution to the FEAR problem, scary fundraising doesn’t have to be scary. This website will hold my hand and walk me through the whole process.