The Challenge
Donations are a cornerstone of the ASPCA’s operating model, but most charitable giving occurs during the holidays. Historically, the ASPCA’s donor volume is 56% higher in December than the rest of the year. The organization wanted to attract donors all year round and address lagging volume in the early months of 2024. To scale donor growth, the ASPCA chose to partner with Rokt.
The Solutions
Rokt helped the ASPCA develop an innovative donor acquisition channel. By running ASPCA ads on the confirmation pages of relevant ecommerce sites, the organization reached customers at their peak engagement — during the Transaction Moment when they are already spending.
Audience targeting was a huge part of the ASPCA’s strategy. Initially running an evergreen campaign for all donation amounts, the ASPCA worked with Rokt to use value-based optimization to prioritize monthly customers with a high propensity to donate greater amounts.
And the ASPCA didn’t stop there. Using Rokt’s Lookalike Audience feature, the ASPCA expanded their reach in a new one-time donor campaign. By tapping into information about their previous high-value one-time donors, they were able to more efficiently find new donors with a similar likelihood of donating higher amounts.
Rokt’s ability to target high-value users through first-party data and set up lookalike audiences has made it a huge acquisition channel for the ASPCA.
– Emily Wong Harley, VP of Media at the ASPCA’s agency Laughlin Constable
Lastly, Rokt provided a/b testing capabilities, empowering the ASPCA to experiment with different creatives and audience segments to drive greater efficiency. For example, the ASPCA tested personalization in their headline copy to mention Rokt users by their first name when showing the post-checkout unit.
The Results
By running campaigns with Rokt, the ASPCA achieved success outside of its holiday peak season.
Lookalike audiences played a pivotal role in the one-time donor campaign – By targeting people similar to their high-value donors, the ASPCA saw 413% greater conversion rates than their alternative audience targeting.
Overall, donor volume increased 89% year-over-year from January to October of 2024, proving that a year-round campaign can drive donations beyond the holidays.