Armed Services YMCA
A STREETLIGHT DIGITAL CASE STUDY
Opportunity
Armed Services YMCA (ASYMCA), a subsidiary of the YMCA, recognized the need to carve out its unique brand identity. Their primary challenges included an underdeveloped direct response program and an unknown brand, despite the longevity and impact of the organization. ASYMCA aimed not only to differentiate itself from the main Y brand but also to expand its donor base significantly. This called for establishing clear program benchmarks and developing a robust, multi-channel direct response strategy.
Solution
Streetlight developed a tailored strategy for ASYMCA to boost its brand and widen its donor reach. Initiating with a robust content foundation, the plan involved targeted advertising, lead-generation, and both paid and organic search strategies to grow the email and donor lists. Key to the strategy were two campaigns: the military spouse writing program and rapid response initiatives for events like the Ukraine deployment and the Ft. Campbell helicopter crash. The writing program not only established ASYMCA as a niche market leader by utilizing authentic experiences of military spouses for engaging content but also provided these spouses with meaningful work and enhanced ASYMCA's use of Google ad grants. These combined efforts were aimed at increasing awareness, fundraising, and enhancing ASYMCA's overall brand visibility.
Results
The partnership between ASYMCA and Streetlight resulted in significant achievements over the year:
83% Increase in Email Revenue YoY: Rising to $39,300 in 2022 from $21,447 in 2021, with a continued 9% above projections in YTD for 2023.
Boost in Online Giving: ASYMCA experienced an increase in online donations during a period when many nonprofits saw a decline.
Impressive Average One-Time Gift: The average one-time donation reached $112, surpassing the industry average by over 54%.
93% Overachievement in Paid Search Revenue Goals: A substantial increase in revenue from search engine marketing in 2022.
Doubled Email File Size: Significantly expanded the reach and engagement capabilities through email.
Over 75% New Leads Acquisition: Brought in a large number of new leads, contributing to the overall growth and outreach.