American Armed Forces Mutual Aid Association is a nonprofit, member-owned association that provides financial services to the military community.

AAFMAA’s 90,000 members and $1 billion in assets make this 138-year-old company the premier financial service provider to the U.S. military community. Despite their size they had little visibility online and they needed to quickly grow their member base.

With a data-driven approach,

AAFMAA was able to measure the revenue impact of both traditional and digital marketing investments.

This brought clarity into what channels they needed to invest more — and fewer — marketing resources.

An improved website foundation attracted new member prospects organically through search engines like Google.

A pay-per-click campaign complimented organic search and accelerated new member acquisition in the short-term.

Advanced analytics revealed the impact of radio advertisements on web traffic, resulting in a measurable return on this investment.

One of the best things about Silverback is their ability to communicate with non-technical people. Transitioning from traditional marketing to having a digital strategy would not have happened without them.”


KEVIN KINCAID, CMO, AAFMAA

Results from collaborating with Silverback

Leads Increase
Year-over-Year

117%%

Cost Per Lead Decrease
Year-over-Year

50%%

Website Traffic Increase
Year-over-Year

100%%

SERVICES THAT HELPEDTransition from Traditional to Digital Marketing


AAFMAA increased organic search traffic with blog posts and information-rich web pages. These web pages were used to attract prospects with a combination of digital and traditional advertisements.


Working with a Google Partner gave AAFMAA access to platform expertise and up-to-date best practices. A series of pay-per-click campaigns complimented a website structured to rank organically in search engine results over time.


Proper tracking, measurement and reporting guided AAFMAA’s strategic marketing decisions, like doubling down on radio as a viable marketing channel to drive qualified web traffic.

THE NONPROFIT MARKETING PROGRAM:

Research-Focused SEO:

Audience research examines why users search for organizations like you. These insights guide content creation and website development to attract qualified search traffic.

Paid Media Expertise:

As a Google Partner, our paid media team has platform expertise and stays current on industry best practices. We also work closely with in-house content, creative and analytics teams that allows clients to iterate and rapidly improve campaigns.

Conversion-Focused Website:

The conversion point of digital marketing campaigns is critical. Strong editorial content and clear conversion pathways help users navigate your website and reach out.

How does your growth story unfold?