After the Peak: Using Paid Digital Media to Extend the Life Cycle of Rapid Response Moments

Presentation Summary: When the news cycle is focused on an emergency within your organization's scope of deliverable goods and services, it’s an opportunity to grow brand awareness and raise critical funds. The shape of a rapid response moment is a peak that tapers over time depending on the news, as well as an organization’s ability to “extend” the life cycle by evolving its strategy. You’ll discover how:
• Rapid response messaging starts with “what is happening,” and shifts to “how to help” after the peak — while adjusting your message to “ongoing needs” if the situation becomes a long-term event. Adding and excluding search terms and adapting updates into content for social and display keeps donors informed and your organization top of mind.
• Paid media drives brand awareness and revenue via paid channels and across digital as a whole. Once you’ve covered paid search, expanding into paid social, display, and upper funnel channels will help you connect with more donors. And, by measuring your digital program holistically, you’ll see the full impact of paid ads on brand awareness which impacts revenue and email list growth.
• A TV interview with a key spokesperson or an article featuring your organization could lead to a spike in search traffic. Knowing about those moments ahead of time allows your marketing team to add search terms, tailor display placements, and manage budgets to help boost performance.