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Good Marketing Brief

How to battle disengagement like Sam's Club during year-end

Nhu Te on Nov 18, 2023 4:36:31 PM

055: Sam’s Club uses digital ads to battle disengagement—here’s how you can, too

 

We're a week away from the big year-end push. This is your reminder that supporters are busy—they’re taking time off, planning for the holidays, and reprioritizing their budgets for the next year.

During this time of year, inboxes are getting hit hard by EOY sales and appeals. If your emails aren’t converting as well as you would have hoped, your supporters might be experiencing year-end fatigue.

With this in mind, I wanted to shift the focus this week to complementing your email strategy with digital ads and how big brands like Sam's Club are using this marketing channel to combat supporter disengagement and encourage action.

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Snackable snippets 

A peek inside charity: water’s marketing growth 🎧
Everyone knows charity: water, a leading nonprofit brand with a simple mission: solve the clean water crisis. Scott Harrison and his team have captured the hearts of supporters all over the world with their compelling storytelling, visceral imagery, and moving videos from the field.

Brady Josephson, VP of Marketing & Growth at charity: water, joins Noah in this episode of Good Marketing Unplugged to talk about brand-building and testing new ideas to drive marketing growth.
 
How creating incongruity affects email acquisition 📖
A simple display of a 3D render on a plain white background always worked well for NextAfter. However, the team wanted to experiment with a new theory: Would presenting everyday elements in uncommon contexts get better results?
 
In this case, NextAfter tested its usual 3D render with a screen grab of an Apple Note. This resulted in a 106.6% increase in email acquisition (among many other wins) for all traffic compared to the control.
 

Automation tips from SODA 🎧
Nicole Nidea, Program Director at Student Organ Donation Advocates (SODA), brings her passion for educating others about organ donation to the We Are For Good Podcast, joining hosts Jon and Becky.

Listen in as Nicole shares SODA’s journey with automation and how nonprofits can use automation to transform their donor engagement.

How to unlock digital ad growth using CRO 📖
Digital ads are ideal for amplifying reach and getting in front of the right people. Yet, for fundraisers and marketers, the challenge is keeping attention long enough to inspire meaningful action.

Conversion rate optimization can be your ticket to bridging this gap. Check out these four tips that can help you reach higher engagement and better conversion.

Strategies for overcoming member disengagement 📖
When the pandemic hit, Sarah Sladek, CEO and founder of XYZ University, noticed a concerning trend of member disengagement in associations while conducting research for her new book.

Drawing on data and experiences, Sarah advocates for a shift in how associations approach membership to reverse the trend of disengagement and decline.

 

In the news

Sam's Club launched its holiday campaign, emphasizing the value of togetherness over materialism.

The membership-exclusive retailer hopes the ad will resonate with consumers who are looking for a sense of shared experience and connection during a season of economic uncertainty.

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Google has rolled out new generative AI capabilities in its Performance Max advertising product, enabling U.S. advertisers to create and scale text and image assets using AI.

This new product offering will help marketers quickly generate personalized assets to reach customers across Google.
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For your inspiration folder

 

Seeking inspiration for year-end digital ads? Aiden Augustin explores the intricacies of nonprofit advertising and shares three nonprofits that achieved significant returns on their advertising investments.

Of note, International Justice Mission partnered with Feathr to launch three ad campaigns about its Holiday Gift Catalog fundraiser and achieved a 1,563% return on ad spend.

Sound too good to be true? You’ll have the read the full story to find out more.  

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