A Goodwill Industries store in Sarasota, FL was underperforming, even though it was located at an intersection through which 100,000 vehicles traveled on a daily basis. Other entities at the same intersection included a Wal-Mart, a Home Depot, a chain motel and a hospital/medical complex.
Unfortunately, a canopy of trees blocked the Goodwill wall sign, and a Sarasota ordinance forbade tree removal. The Goodwill store’s administrator had a county commissioner ride with him in a car, and the commissioner acknowledged that both the building and signage were obscured. A variance was granted, and one sign was moved to a more visible location, which was better, but still less than ideal.
The average number of monthly donations had been 309. After the sign was moved, these rose to an average of 424, a 37% increase. Typical sales had been $4160 per month. After the sign was relocated, the average became $5215, a 25% increase.
How quickly did this occur?
In the first week, donations increased by 2.8%, and sales increased by 6.5%. In Week 2, donations increased by 36.9%, and sales increased by 28.2%. By Week 5, donations had risen by 45.0%, and sales jumped by 25.8%. Overall, in the first year, donations increased by 45.5%, and sales rose by 22.8%.
What about adding an electronic billboard to a non-profit?
The Community Foundation for Greater New Haven (CT) hosts a 36-hour online fundraiser called the Great Give®. To bolster its 2015 campaign, this consortium of more than 300 local charities purchased month-long advertising (several times per day for 10 seconds) on an electronic digital billboard located near a confluence of I-91 and I-95, where (fortunately for the charity), traffic congestion is common.
Money raised from the prior year increased by 65% to $1.3 million, whereas the original goal for the year had been $1 million. More than 7000 donors provided more than 9600 gifts.