Case Study: Susan G. Komen boosts ROAS and donation revenue with Goodway Group

Susan G. Komen boosts ROAS and donation revenue with Goodway Group

Susan G. Komen faced the challenge of an aging core donor base and needed to attract a younger demographic, aligning with their values like social justice and health equity. Their dual objective was to maintain support from existing donors while cultivating a new, younger audience, all without an increase in budget. They partnered with Goodway Group to address this through a paid social media campaign.

Goodway Group implemented a new "Needs" campaign, shifting messaging from emotional appeals to focus on why donor support is essential. They used a multi-platform strategy, targeting existing donors on Meta and reaching a younger audience on TikTok and Twitch. This solution drove a 122% increase in return on ad spend and an 18% surge in donation revenue for Susan G. Komen, while also successfully engaging a new generation of supporters.

Susan G. Komen