CASE STUDY: AWKNG
A complete overhaul of the business model and a strategic marketing plan produced significant results for the client.
O B J E C T I V E S
Faced with the loss of its primary donor, AWKNG needed to stabilize its revenue and begin a donor development program. The goals in 2022 were to increase course sales, retain and grow its student base, and cultivate donors.
S O L U T I O N S
By shifting the business model from a semester-based (two a year) facilitated online school to an on-demand, self-guided course catalog, ASOT was able to migrate existing students to a new learning management system, re engage them with additional course access, pre-sell new courses with a discount, and create a new communication cadence to begin donor cultivation.
O U T C O M E S
Outcome One
Implemented a strategic donor development calendar with a quarterly communication cadence that resulted in a 685% YOY increase in donations to ASOT.
Outcome Two
Optimized inbound lead generation funnels which resulted in a 25% increase in new students purchasing courses.
Outcome Three
Applied and acquired Google Ad Grant for nonprofits which allowed for $10k in donated ad spend to be used for lead generation and new student acquisition.
Outcome Four
Worked with CEO to create a course development plan with a presale model to create demand for new courses and create predictable revenue monthly.
A T A G L A N C E
Challenges
Retaining students
New students
Loss of funding
Minimal resources
Outcomes
Increased annual donor revenue by 685% YOY
Increased percentage of new students to 25% of total students
Acquired Google Ad Grant which increased monthly digital ad spend to $10k (donated).
Stabilized sales resulting in predictable monthly revenue
Helped transition organization to a fully donor-supported model with no interruption in services.
