Case Study: Defenders of Wildlife boosts fundraising and response rates with Data Axle CTV targeting

Defenders of Wildlife raises $225,000 with Data Axle CTV campaigns

Defenders of Wildlife, a nonprofit dedicated to wildlife conservation, approached vendor Data Axle with a challenge to test the emerging marketing channel of Connected TV (CTV). Their goal was to boost retargeting campaigns, increase site traffic, lift brand awareness, and reach a younger audience. They needed a partner capable of comprehensive data analysis to identify the right audience and execute a compelling campaign.

Data Axle implemented a solution using their Apogee donor cooperative database and custom modeling tools to create a "perfect donor" audience. They executed a multichannel campaign focused on CTV and display retargeting. This strategy resulted in Defenders of Wildlife raising over $225,000, achieving a 12% increase in direct mail response, a 300% increase in banner click-through rates, and generating a 94% video completion rate, which contributed to a strong Q4 performance.

Defenders of Wildlife