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’s 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.
Typical monthly donations had been 309. After the sign was moved, these increased 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 increase 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.