KLRU ‘Amplify Austin’ Campaign

Amplify-Austin-CaseStudy
Date Published
02/13/2019
Author
JC Bouvier

The Situation

In March 2018, KLRU-TV, the PBS station in Austin, Texas, participated in “Amplify Austin,” a coordinated effort designed to raise the mission profiles of and drive donations to more than 600 central Texas charities.
While the station had participated in “Amplify Austin” previously, KLRU came to Allegiance Fundraising asking for help in making the most of this year’s “Amplify Austin” campaign. 

The Strategy

Our Digital Team reviewed the opportunity and recommended a combination of paid tactics including Facebook, Bing, and Google Ads.

We also recommended getting out early in search, ahead of other teams, with an specific eye toward establishing Google Ads authority, so that when central Texans started Googling for related keywords, KLRU’s search engine marketing ads would be most likely to appear in Google’s top search return positions.

The Allegiance Fundraising Google Ads effort helped drive a 130% increase in KLRU’s donation page traffic during their Amplify Austin central Texas charitable giving campaign, which led to their largest gross donation haul yet!

The Results

Our Facebook and search engine marketing efforts helped drive a 130% increase in traffic to KLRU’s donation pages, with Facebook click costs of less than $1.00 and a Google Ads click-through rate performance averaging over 5%. With no other paid campaigns in the mix, KLRU had its highest donation returns, the Allegiance Fundraising managed spend the only addition to the promotion of their campaign.

About the Author:
J.C. Bouvier
Vice President, Digital Fundraising
Agency Services

Role at the Company

Working with the President of Agency Services and the CEO of AFG, I’m responsible for setting digital fundraising strategy and tactics for the Agency Services Client Management team and our clients.

What excites you about your work at AFG?

The opportunity to both build on and refine the digital practice and, working with our sister companies, to help create a sum greater than the parts.

If you weren’t at AFG, what would you be doing?

Helping others improve their marketing efforts, working on my own startup.

What are your hobbies/interests outside AFG?

Trying to get back to writing screenplays, discovering hidden terrific restaurants on the South Shore (Oro anyone?) and on Cape Cod (Terra Luna), playing competitive tennis, finding reasonable prices on outstanding wine, and sitting on the board of the Woods Hole Film Festival.

What’s something most people don’t know about you?

I’m a first cousin once removed of Ram Dass, (https://www.ramdass.org/) :: Timothy Leary’s partner at Harvard during the 1960’s LSD experiments, on my mother’s side.

What’s your favorite childhood memory?

Opening the wrapped toy Eagle from the “Space 1999” TV show one Christmas. https://amzn.to/2I4Z6jN

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