Case Study: United Way End-of-Year Giving 2024
Project Details
When United Way of Summit and Medina launched their end-of-year giving campaign for November and December 2024, the goal was to maximize donations during the critical year-end fundraising window. I created a dual-platform Google strategy combining search and YouTube ads as part of a comprehensive multi-channel approach that included email newsletters, organic social media, Meta ads, and print. My focus was on strategic budget allocation, platform-specific optimization, and conversion tracking to drive donations across touch points.
Campaign Strategy
We built a two-pronged Google campaign with $1,750 in total budget, strategically split between search and video. The Google Search campaign ($1,000 budget) targeted high-intent donors actively searching for giving opportunities, using conversion-focused keywords, compelling ad copy highlighting community impact, and optimized landing pages for seamless donation experiences. The YouTube campaign ($750 budget) expanded reach with video storytelling showcasing United Way's work, awareness-building among potential donors, and retargeting strategies to nurture interest. Both campaigns worked in concert with email, social, and traditional marketing to create multiple donor touch points.
Content
Results
Google Search performance:
9,768 impressions
887 clicks with a 9.08% CTR (186% above the 3.17% industry average)
$1.13 average CPC
YouTube performance:
42,952 impressions
613 clicks with a 1.43% CTR
$1.22 average CPC
Overall campaign impact:
$1,200 raised across all platforms
Multi-channel strategy successfully engaging donors through search, video, social, email, and print
Strong CTR performance on search demonstrating effective audience targeting during critical giving season