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CLIENT BACKGROUND AND CHALLENGE
Bloomerang, a leading donor-management software for nonprofits, has built a strong reputation for helping organizations strengthen relationships with their donors. However, despite robust demand generation efforts, the brand’s awareness among key decision-makers in the nonprofit sector remained limited.
The challenge was clear: increase brand visibility and memorability among nonprofit leaders, while maintaining strong pipeline growth.
To achieve this, Bloomerang needed a full-funnel media plan that would break through crowded digital environments, connect with mission driven decision makers, and elevate unaided and aided brand awareness in measurable ways.
Results Achieved
+134%
+23%
+60%+
Solutions
Implemented
We didn’t just advertise, we built a complete awareness ecosystem designed to meet nonprofit decision-makers where they were consuming information.
1. Cross-Channel Media Activation
We launched a multi-channel media plan that led with Connected TV (CTV) and digital audio to tell Bloomerang’s story at scale. These channels anchored the campaign by delivering both reach and emotional resonance.
Supporting layers of online video, display, trade publications, and podcasts ensured consistent, high-quality exposure across trusted nonprofit and professional media outlets.
2. Smart Complement to Demand Generation
Our awareness campaign served as the foundation for Bloomerang’s internal demand generation program, not a supplement to it. By driving top of funnel attention and brand familiarity, we created the conditions for downstream campaigns to perform more effectively. Every impression reinforced lead-nurturing efforts, maximizing the impact of Bloomerang’s existing pipeline initiatives.
3. Audience-First Targeting
We used precise audience segmentation to target nonprofit decision-makers most likely to convert, optimizing creative delivery and media spend efficiency. This alignment ensured the campaign reached high-value audiences with the right message at the right time.
4. Data-Driven Evaluation
A year-over-year comparison between pre- and post-campaign brand studies revealed significant gains in both unaided and aided awareness.
We also observed shifts in awareness sources: online search and digital publications became dominant discovery paths, confirming the success of prioritizing broader digital channels.
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CLIENT FEEDBACK
Lessons Learned
Holistic Planning Wins
Pairing awareness media with existing demand generation amplifies performance across the funnel. When brand equity grows, conversion efficiency follows.
Digital Is the Awareness Engine
Channels like online search, video, and trade publications now outperform traditional channels for professional audiences. Visibility online directly drives credibility.
Consistency Builds Recognition
Sustained multi-channel messaging, even over a single year, can meaningfully shift aided and unaided awareness metrics — turning recognition into recall, and recall into results.
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