The Environmental Defense Fund Mobilizes with Pontiflex
The Environmental Defense Fund (EDF), a leading national nonprofit organization, has more than 500,000 members. Since 1967, the organization has leveraged science, economics, law and private-sector partnerships to create breakthrough solutions to serious environmental problems. EDF is focused on mobilizing action around global warming and some of the most important issues of our time.
EDF’s Marketing Objectives
Environmental Defense Fund works with Pontiflex to build a responsive database of passionate supporters. EDF engages these supporters through newsletters and websites to achieve three primary objectives:
- Enable people to lead more sustainable lives.
- Help people connect with government representatives to drive change.
- Raise funds for many environmental initiatives.
EDF’s Marketing Tactics
EDF uses a mix of cost-per-click (CPC), cost-per-impression (CPM) and sign-up campaigns for building its marketing database. However, EDF found that using cost-per-impression advertising to populate its database was unfeasible.
“It’s not surprising to anybody that banner ads using CPM pricing models are very expensive as a lead-generation tool,” says Sam Parry, Director of Online Membership and Activism at Environmental Defense Fund. “For banner ads we have paid up to 20 dollars per lead. [Pontiflex’s] CPL campaigns greatly outperform CPM pricing models when it comes to increasing ROI.”
Advantages of Pontiflex
“The biggest advantage of Pontiflex was that it was incredibly cost-effective — leads acquired from Pontiflex were acquired at a fraction of the cost of the leads of those from even other lead generation sources,” says Parry. Transparency was also important to EDF as it enabled the organization to know where its supporters were coming from.
In addition, EDF was able to manage all of its campaigns through a single point of connection using Pontiflex AdLeads. “I also enjoy using Pontiflex AdLeads, as it provides a centralized dashboard space where you can track the campaign performance from all sources in real-time. As the names are being sent over to us, I was able to follow along on the dashboard, which was very useful,” Parry says.
Pontiflex Drives Performance
Through Pontiflex AdLeads, EDF was able to grow its marketing database in a cost-effective way. The next step now is to follow up with supporters and nurture them so they become active members of the EDF community.
