Sam Day Foundation
Digital Distribution & Video Marketing Initiative
A Personalized, Data-Backed Proposal
Prepared by
Jesse Goodwick
Goodwick: Business Engineering
jesse@goodwick.biz • goodwick.biz
In Collaboration With
Jamie Goodwick
Portland Video Production Company™
portlandvideoproduction.com • 503-908-3050
March 2026
Advancing Research for Rare Pediatric Cancers Through Strategic Video Distribution
Executive Summary
The Sam Day Foundation has built a compelling mission, a dedicated community, and — critically — a library of professional-quality video content produced by Portland Video Production Company™. What is currently missing is a systematic strategy to get that content in front of the right audiences at scale.
This proposal, prepared by Jesse Goodwick of Goodwick: Business Engineering in collaboration with Jamie Goodwick at Portland Video Production Company™, outlines a phased Digital Distribution Initiative. It leverages YouTube advertising, paid social media (Facebook, Instagram), and the Google Ad Grant program to transform SDF’s existing video assets into a high-performance donor acquisition and awareness engine.
The Core Opportunity
SDF already has the hardest ingredient to produce: authentic, emotionally resonant video. Most nonprofits struggle to create content — SDF has it. The opportunity is to build the distribution infrastructure around it and put those stories in front of tens of thousands of potential donors and advocates who simply don’t know SDF exists yet.
About the Sam Day Foundation
Founded in 2018 in Portland, Oregon, the Sam Day Foundation (SDF) is a 501(c)(3) nonprofit advancing research for rare pediatric cancers — specifically sarcomas and brain tumors in children, adolescents, and young adults. The Foundation was born from the loss of Sam Day to Ewing Sarcoma in 2016, and from a community’s determination to change the outcome for future patients.
Since launching, SDF has committed over $2.7 million toward research funding. Key programs include the Sam Day Soiree gala, the Buddy Run, the Sam Day Classic, and the 37-Mile Challenge awareness campaign each September. SDF is led by Executive Director Lorna Day, supported by Development Director Mike Lee, and governed by a credentialed board including oncology experts from OHSU’s Knight Cancer Institute and Doernbecher Children’s Hospital.
Current Digital Landscape Assessment
SDF’s current digital footprint includes an active website, Facebook page, LinkedIn presence, and not one but two YouTube channels — @samdayfoundation8795 and @samdayfoundation3061 — both largely dormant for several years. This fragmentation is a common and fixable problem: audiences are split, subscriber counts are divided, and search authority is diluted across two properties instead of compounding on one. Consolidating into a single authoritative channel is one of the first priorities of this initiative.
Beyond SDF’s own channels, there is a meaningful library of third-party coverage — news stations, publications, and media outlets that have featured SDF’s story — sitting entirely outside SDF’s video ecosystem, unshared and unamplified. Pulling that content into SDF’s distribution strategy is an untapped asset with zero production cost.
Key Digital Gaps Identified
- Two fragmented YouTube channels (@samdayfoundation8795 and @samdayfoundation3061) with dormant content — split subscriber base dilutes search authority; consolidation is priority one
- Significant third-party media coverage (news segments, publication features) exists outside SDF’s video ecosystem — earned media that is currently invisible to SDF’s audience
- No paid video advertising — YouTube pre-roll, Facebook/Instagram video ads — to reach cold audiences beyond the current follower base
- Google Ad Grant likely unclaimed: a $10,000/month free advertising resource available to all 501(c)(3) organizations
- No retargeting campaigns to re-engage website visitors or video viewers with donation asks
- No systematic campaign calendar tied to SDF’s annual events and high-donation seasons
Proposed Digital Distribution Strategy
The initiative is structured across three interconnected channels, each playing a distinct role in a full-funnel donor journey: awareness, consideration, and conversion.
Channel 1: YouTube — Owned Distribution Hub
YouTube will serve as SDF’s primary owned video platform. The first order of business is channel consolidation: auditing both channels, migrating content to a single authoritative account, and redirecting existing subscribers. From there, the revitalization includes re-optimizing all existing video titles and descriptions for search; publishing Portland Video Production Company™’s content library on a consistent upload cadence; and critically, curating and sharing the third-party coverage that already exists — news segments and publication features that currently live outside SDF’s ecosystem represent earned media at zero additional production cost.
YouTube Nonprofit Advantage
Through Google for Nonprofits, SDF can access the YouTube Nonprofit Program — donation cards overlaid directly on videos, turning YouTube viewers into donors without leaving the platform.
Channel 2: Facebook & Instagram — Paid Social Awareness & Acquisition
With 96% of nonprofits using Facebook and the platform commanding the lowest cost-per-donation among paid social channels, Meta advertising represents SDF’s highest-ROI paid opportunity. Three campaign types run concurrently:
- Top of Funnel — Awareness: 15–60 second story-driven video clips pushed to cold audiences: parents of school-age children, cancer cause donors, healthcare professionals, and users engaging with St. Jude, Alex’s Lemonade Stand, and Children’s Cancer Fund.
- Mid Funnel — Email Acquisition: Lead generation ads targeting warm audiences to build SDF’s email list. 500 new email subscribers/month generates approximately $969 in first-year donations, with compounding returns in year two.
- Bottom of Funnel — Donation Conversion: Retargeting ads served to highly engaged audiences with specific donation asks, matching gift opportunities, and event-driven urgency.
Channel 3: Google Ad Grant — $10,000/Month in Free Search Advertising
SDF is eligible for $10,000/month in free Google Search advertising — the equivalent of a $120,000 annual budget at no direct cost. A Google Grants campaign generates an average of 332 site visits per $1,000 in ad credits, capturing high-intent audiences already searching for pediatric cancer research, sarcoma foundations, and childhood cancer donations.
Critical Note on Grant Compliance
Google Ad Grant accounts require a minimum 5% click-through rate monthly and at least one tracked conversion per 30 days. Active management is required and included in the Goodwick management scope.
Industry Benchmarks & Comparable Campaign Data
Paid Social Media (Facebook/Instagram)
| Metric | Industry Benchmark | SDF Target (Video) |
|---|---|---|
| Facebook CTR (Nonprofit) | 5.34%–6.14% | 5.5%+ |
| Facebook CPC | $0.50–$1.06 avg | $0.60–$0.90 |
| Cost Per Donation (Facebook) | $106 avg | $80–$120 |
| Cost Per Lead (email) | $3.20 avg | $2.50–$4.00 |
| Facebook ROAS (fundraising) | $0.48 per $1 | $0.60–$0.80 (12-mo) |
| Instagram Feed CTR | 0.22%–0.88% | 0.5%+ |
| Instagram CPC (Feed) | $3.35 avg | $2.50–$3.50 |
Google Ad Grant
| Metric | Industry Benchmark | SDF Projection |
|---|---|---|
| Monthly site visits per $1K grant | 332 avg | 300–450 (optimized) |
| Required CTR (minimum) | 5% | 7%+ target |
| ROAS (grant credits) | $0.13 per $1 | $0.15–$0.25 |
| Monthly ad credits | $10,000 (free) | $10,000 applied for |
| Annual grant value | $120,000 equiv. | $120,000 at no cost |
Comparable Organization Results
- Rachel’s Challenge (youth cause nonprofit): Increased donation clicks by 224% through Google Ad Grant optimization. Source: HawkSEM Case Study — hawksem.com/resources/rachels-challenge-case-study
- Multi-channel nonprofit campaigns consistently outperform single-channel efforts across conversion rates. Source: Feathr 2024 Nonprofit Advertising Benchmarks
- $1,000 in Facebook lead gen captures ~500 emails generating $969 in first-year donations — 24-month retention turns it profitable. Source: Feathr 2024 Nonprofit Advertising Benchmarks
- Google Ad Grants program has provided $10B+ in free advertising to 115,000+ nonprofits since 2003. Source: Nonprofits Source — Google Ad Grants Guide
- Facebook/Meta nonprofit benchmarks: avg. CTR 5.34–6.14%, cost per donation $106, cost per lead $3.20. Source: M+R Benchmarks 2025 / Nonprofit Tech for Good
Tentative KPIs & Performance Targets
KPIs are organized by channel and time horizon. Baseline figures reflect months 1–2 including the channel consolidation phase. Month 6 and Month 12 targets reflect conservative benchmarks adjusted for SDF’s emotional content advantage and the head start from existing channels, third-party media, and Portland Video Production Company™’s library.
YouTube KPIs
| KPI Metric | Baseline (Mo. 1–2) | Target (Mo. 6) | Target (Mo. 12) |
|---|---|---|---|
| Monthly Video Views | 500–1,500 | 5,000–10,000 | 15,000–25,000 |
| View-Through Rate (VTR) | 25%–30% | 32%–38% | 35%–42% |
| Cost Per View (CPV) | $0.04–$0.08 | $0.03–$0.06 | $0.02–$0.05 |
| Donation Card Clicks | 20–50/mo | 150–300/mo | 400–600/mo |
| YouTube Subscribers | Consolidation baseline | 200–500 | 750–1,500 |
| Channel Watch Hours | Consolidation baseline | 500+ hours | 2,000+ hours |
Facebook & Instagram KPIs
| KPI Metric | Baseline (Mo. 1–2) | Target (Mo. 6) | Target (Mo. 12) |
|---|---|---|---|
| Monthly Reach (Paid) | 5,000–15,000 | 30,000–60,000 | 75,000–150,000 |
| Facebook CTR | 3%–5% | 5%–7% | 6%–8% |
| Cost Per Click | $0.80–$1.20 | $0.60–$0.90 | $0.50–$0.75 |
| Email Leads Acquired | 30–80/mo | 150–300/mo | 300–500/mo |
| Cost Per Lead | $3.50–$5.00 | $2.50–$3.50 | $2.00–$3.00 |
| Donations Attributed | 5–15/mo | 25–50/mo | 60–100/mo |
| Avg. Donation Size | $45–$65 | $55–$75 | $60–$85 |
| Monthly Revenue Attributed | $250–$975 | $1,375–$3,750 | $3,600–$8,500 |
Google Ad Grant KPIs
| KPI Metric | Baseline (Mo. 1–2) | Target (Mo. 6) | Target (Mo. 12) |
|---|---|---|---|
| Monthly Website Visits | 200–600 | 1,500–3,000 | 3,000–5,000 |
| Monthly CTR | 5%–6% (min.) | 7%–9% | 8%–12% |
| Grant Budget Utilized | 30%–50% | 60%–80% | 75%–95% |
| Grant-Attributed Donations | 3–8/mo | 15–30/mo | 30–60/mo |
| Email Sign-Ups (Grant traffic) | 10–30/mo | 50–100/mo | 100–200/mo |
Estimated Budget
The monthly budget is structured in two distinct layers: Fixed Ad Spend (direct platform costs paid to YouTube, Meta, and Google) and the Goodwick Management + Distribution Fee (operator cost covering campaign strategy, build, real-time optimization, analytics, reporting, and distribution engineering). These are intentionally separated so SDF has full transparency into where every dollar goes.
Section A: Fixed Monthly Ad Spend (Platform Costs)
Direct costs paid to advertising platforms. Not operator revenue — the media budget that funds actual ad delivery.
| Fixed Ad Spend Item | Phase 1 (Mo. 1–3) | Phase 2 (Mo. 4–6) | Phase 3 (Mo. 7–12) | Description |
|---|---|---|---|---|
| YouTube / Google Video Ads | $500 | $800 | $1,200 | Pre-roll, TrueView |
| Facebook Ads — Awareness | $400 | $700 | $1,000 | Cold audience video |
| Instagram Ads | $200 | $400 | $600 | Stories, Reels |
| Meta Lead Generation Ads | $300 | $500 | $700 | Email acquisition |
| Meta Retargeting Ads | $200 | $300 | $400 | Donation conversion |
| Google Ad Grant (Managed) | $0 direct | $0 direct | $0 direct | Free — $10K/mo credit |
| FIXED AD SPEND TOTAL | $1,600 | $2,700 | $3,900 | Paid directly to platforms |
Section B: Goodwick Management + Distribution Fee
Fee for Goodwick: Business Engineering to build, run, and continuously optimize the full distribution program. Management fees are TBD and will be scoped collaboratively with SDF based on engagement level, budget, and campaign goals.
| Management & Engineering Service | Phase 1 (Mo. 1–3) | Phase 2 (Mo. 4–6) | Phase 3 (Mo. 7–12) | Scope |
|---|---|---|---|---|
| Campaign Build & Architecture | TBD | TBD | TBD | Setup, structure, targeting |
| YouTube Channel Management | TBD | TBD | TBD | SEO, uploads, optimization |
| Meta Campaign Management | TBD | TBD | TBD | All Meta ads, A/B testing |
| Google Ad Grant Management | TBD | TBD | TBD | Compliance, keywords |
| Analytics & Feedback Loops | TBD | TBD | TBD | GA4, dashboards, KPI reviews |
| Content Distribution & Formatting | TBD | TBD | TBD | Platform-native resizing |
| Strategy & Client Reporting | TBD | TBD | TBD | Monthly reports & memos |
| GOODWICK MANAGEMENT FEE | TBD | TBD | TBD | To be scoped with SDF |
Section C: Combined Monthly Investment Summary
| Budget Line | Phase 1 /mo | Phase 2 /mo | Phase 3 /mo | Notes |
|---|---|---|---|---|
| Fixed Ad Spend (to platforms) | $1,600 | $2,700 | $3,900 | Direct to YouTube/Meta/Google |
| Goodwick Management Fee | TBD | TBD | TBD | To be scoped with SDF |
| Google Ad Grant Credit | ($10,000) | ($10,000) | ($10,000) | Free platform value — offset |
| TOTAL MONTHLY (SDF Investment) | TBD + Ad Spend | TBD + Ad Spend | TBD + Ad Spend | Pending scope agreement |
Investment Summary
Fixed Ad Spend (Phase 1): ~$4,800 • (Phase 2): ~$8,100 • (Phase 3): ~$23,400 | Google Ad Grant: $120,000 in free advertising value
Goodwick Management Fee: TBD — to be scoped in partnership with SDF based on engagement level and budget goals.
Phase 1 Priority Investments (Months 1–3)
- Apply for Google for Nonprofits and activate Google Ad Grant — zero direct cost, immediate $10K/month value
- YouTube channel consolidation: audit both @samdayfoundation8795 and @samdayfoundation3061, migrate to single authoritative channel, redirect subscribers
- Third-party content audit: catalog all existing news segments, publication features, and media coverage about SDF for integration into the YouTube ecosystem
- YouTube Nonprofit Program enrollment and full channel buildout: existing PVP library + curated third-party coverage, SEO-optimized throughout
- Facebook/Instagram Business Manager setup with Meta Pixel installed on SDF website
- First awareness campaign: 2–3 video ads from Portland Video Production Company™, targeted to cold audiences
- Google Analytics 4 configuration with donation conversion tracking
Proposed Campaign Calendar
| Timing | Campaign | Primary Channel | Goal |
|---|---|---|---|
| Month 1–2 | Launch & Baseline | YouTube + Google Grant | Channel setup, first impressions |
| Month 3 | Spring Awareness | Facebook/Instagram Video | Grow email list, cold reach |
| July–Aug | Buddy Run Promo | Meta + YouTube Pre-Roll | Event registration + awareness |
| September | Childhood Cancer Month | All Channels — Full Push | Max reach, 37-Mile Challenge, donations |
| October | Post-Campaign Retargeting | Facebook/Instagram | Convert viewers to donors |
| Nov–Dec | Year-End Giving | All Channels + Email | High-conversion donation campaign |
| January | Impact Reporting | Organic + Paid | Donor stewardship, renewals |
Video Content Strategy
Portland Video Production Company™’s library already contains the core assets needed to launch. Content categories map to the campaign funnel and ad placement requirements across each channel.
Top of Funnel — 15–30 Second Cuts
- Patient Story Snippets: Emotional 15-second clips opening with human connection, ending with SDF’s mission tagline. Ideal for YouTube pre-roll and Instagram Reels.
- Mission Statement Spots: Clean 20-second ‘why we exist’ videos. Optimized for Facebook awareness campaigns targeting cold audiences.
- September Hero Reel: 30-second flagship spot for the annual Childhood Cancer Month all-platform push.
Mid Funnel — 60–90 Second Stories
- Researcher Spotlights: Short interviews with OHSU/Doernbecher researchers SDF has funded. Builds credibility with healthcare and academic audiences.
- Impact Reports on Video: 60-second ‘your donation did this’ content retargeted to past donors and website visitors.
Bottom of Funnel — Direct Response
- Event-Specific CTAs: Campaign-matched videos for the Soiree, Buddy Run, and Classic with specific donation asks and deadlines.
- Year-End Matching Gift Appeal: 30-second spot for November–December donation matching campaigns.
Platform Formatting Note from Portland Video Production Company™
Each piece of long-form content can yield 3–5 platform-optimized cuts: 16:9 horizontal (YouTube), 1:1 square (Facebook Feed), and 9:16 vertical (Stories and Reels) — multiplying output from each shoot with minimal additional production cost.
The Goodwick 6Ds™ — How We Drive This Campaign
This is not a set-it-and-forget-it campaign. Every distribution initiative Goodwick manages runs on our proprietary 6Ds™ methodology — a continuous, closed-loop framework that actively builds, measures, diagnoses, and redeploys campaign strategy in real time.
The Goodwick 6Ds™ Continuous Campaign Framework
| Stage | What Goodwick Does for SDF at This Stage |
|---|---|
| DISCOVERY | Audience & Landscape ResearchWe audit SDF’s two existing YouTube channels (@samdayfoundation8795 and @samdayfoundation3061), social accounts, website analytics, and donor data to establish a true performance baseline. We catalog the full content landscape — including Portland Video Production Company™’s library and all third-party media coverage that exists outside SDF’s ecosystem — and surface every distribution opportunity currently being left on the table. |
| DIAGNOSIS | Ongoing Performance Analysis & Feedback LoopsAfter every campaign cycle, Goodwick diagnoses what the data is saying. CTRs, view-through rates, cost-per-conversion, donor attribution, and audience overlap are analyzed weekly. Underperforming creatives are flagged. High-performing segments are identified for scaling. The diagnosis is never a one-time audit — it is a continuous, rolling read of SDF’s full digital performance. |
| DRIVE | Goal-Based Strategy & Milestone ExecutionDiagnosis without action is useless. The Drive stage is where Goodwick acts on findings — shifting budget toward top-performing channels, pivoting messaging around SDF’s event calendar, triggering new campaign phases when donor milestones are hit, and pushing harder during September Childhood Cancer Month and year-end giving season. |
| DESIGN | Campaign Architecture & Creative StrategyUsing discovery insights and ongoing diagnostic data, Goodwick designs each new campaign phase — audience targeting parameters, ad formats, creative direction, A/B test structures, landing page flows, and conversion goals. Every campaign is built with intention and informed by real SDF audience behavior, not assumptions. |
| DEVELOPMENT | Engineering, Build & Platform ConfigurationGoodwick builds the full technical infrastructure: Google Analytics 4 conversion tracking, Meta Pixel configuration, YouTube channel SEO, campaign account structures, audience segmentation, ad creative formatting across all platform specs (16:9, 1:1, 9:16), retargeting pools, and Google Ad Grant compliance architecture. |
| DELIVERY | Launch, Distribution & Monthly ReportingCampaigns go live. SDF receives a monthly performance dashboard: channel-by-channel KPIs vs. targets, donor attribution by video and channel, budget reconciliation, an optimization log of what changed and why, and a 90-day forward strategy memo. Delivery feeds directly back into Discovery — completing the loop. |
The 6Ds™ Are Not a Checklist — They Are a Cycle
The power of the Goodwick 6Ds™ framework is that Delivery always feeds back into Discovery. Every campaign cycle generates new audience data, new conversion signals, and new creative performance insights that restart the loop at a higher level of intelligence. SDF’s campaigns get smarter every single month.
Milestone Triggers & Real-Time Adjustments
- Fundraising Thresholds: When digital channels hit $25K, $50K, or $100K attributed, Goodwick scales the highest-performing channel and launches lookalike audiences from the donor pool.
- Subscriber & List Growth: At 500 YouTube subscribers or 1,000 new email subscribers, retargeting pool depth triggers new mid-funnel campaigns.
- Event Pivots: 6 weeks before each SDF event, campaigns shift from awareness to conversion messaging. 2 weeks following, retargeting activates for everyone who engaged but didn’t donate.
- September All-Hands: Childhood Cancer Awareness Month activates a coordinated full-channel push with daily bid management and real-time budget reallocation across YouTube, Meta, and Google Grant.
Implementation Roadmap
Phase 1: Foundation (Months 1–3)
- Weeks 1–2: Apply for Google for Nonprofits, YouTube Nonprofit Program, and Meta Nonprofit status
- Weeks 2–3: Install Meta Pixel and Google Analytics 4 with donation conversion events
- Weeks 3–4: YouTube channel consolidation and buildout — upload existing library, SEO-optimize all content, integrate third-party coverage into playlists
- Month 2: Launch first Facebook/Instagram awareness campaign with 2–3 Portland Video Production Company™ video ads
- Months 2–3: Google Ad Grant application, account setup, and first keyword campaigns
- Month 3: First performance review and optimization pass
Phase 2: Optimization (Months 4–6)
- Launch retargeting audiences based on Phase 1 video viewers and website visitors
- Begin email acquisition lead generation campaigns on Meta
- YouTube paid promotion launch — TrueView in-stream ads on cancer/pediatric content
- A/B testing of ad creative, audiences, and CTAs across all channels
- Mid-year KPI review and budget reallocation based on performance data
Phase 3: Scale (Months 7–12)
- September Childhood Cancer Month: all-channel push with highest annual investment
- Lookalike audience campaigns built from email list and top donor profiles
- Year-end giving campaign (November–December) with Google Grant, Meta, and YouTube coordinated
- Annual impact report: full-year performance review and Year 2 strategy development
The Portland Video Production Company™ Advantage
Effective digital advertising requires two equally important ingredients: powerful creative and smart distribution. The partnership between Portland Video Production Company™ and SDF already has the first covered at a level most nonprofits never achieve. Most nonprofits run video ads with phone footage or stock imagery. SDF’s professionally produced content — real patients, real families, authentic storytelling — stands out measurably and drives lower CPCs, higher CTRs, and better Meta relevance scores. Portland Video Production Company™ brings 50+ years of combined storytelling and marketing experience, with a client roster including Nike, Comcast, Adidas, Portland General Electric, and Blanchet House.
- Provides Portland Video Production Company™’s SDF content with the paid amplification it deserves
- Creates a feedback loop where campaign performance data informs future production priorities
- Builds a long-term content ecosystem that grows in value year over year as YouTube authority, email lists, and retargeting audiences compound
Next Steps
To move this proposal forward:
- Schedule a strategy review session with SDF’s Development Director Mike Lee to align on budget, timeline, and campaign priorities
- Conduct a full audit of existing Portland Video Production Company™ content to catalog assets by format, length, and story type
- Initiate Google for Nonprofits application (2–4 week approval timeline)
- Establish a reporting cadence: monthly performance dashboard shared with SDF leadership
This initiative represents a significant but well-grounded opportunity to expand SDF’s donor base, deepen community awareness, and ultimately accelerate research funding for the rare pediatric cancers that have been overlooked for too long. The tools are proven, the benchmarks are clear, and the content is ready. The only missing piece is distribution — and this proposal is the plan to build it.
Jesse Goodwick
Goodwick: Business Engineering
jesse@goodwick.biz • goodwick.biz
In Collaboration With
Jamie Goodwick
Portland Video Production Company™ • portlandvideoproduction.com • 503-908-3050