EXPANDING A DONOR BASE
Background
World Vision, Washington State’s largest non-profit was Gibson Media’s first client back in 1999. Throughout the years we have developed creative strategies to generate traditional and non-traditional revenue from current and prospective donors.
Objective
One such initiative was to expand their support base by reaching out to the broader media public to support their Child Sponsorship program.
Strategy
Gibson Media negotiated TV & Radio broadcast airtime in over 100 US markets on a CPA (cost-per-acquisition) basis.
Result
World Vision received a guaranteed number of child sponsorships (donors) in proportion to their advertising investment.
(Partner Sample: Los Angeles, Seattle, Dallas, Pittsburgh, Baltimore, etc.)
CREATING NON-TRADITIONAL REVENUE
Objective
World Vision United States wanted to develop an advertising program to get current donors to give something other than money, namely their assets.
Strategy
Gibson Media, together with the World Vision Asset Donation team developed “Key Contributors” — mobilizing the donations of RV’s, boats, planes, land, etc.
We launched the campaign using local and national radio personalities in order to provide instant credibility with audience segments.
Result
An innovative non-traditional revenue stream was created to help fund World Vision’s work around the world while providing US citizens an alternative giving option.
Dave Ross
Local Radio Host
KIRO-AM, Seattle
Michael Medved
National Radio Host
Salem Communications
