Increase brand awareness and bring in donations for the year-end giving season with Facebook Ads
Facebook Ads Success Story
Their goal was to increase brand awareness and bring in donations for the end-of-year giving season, to build brand awareness, and funnel new contacts into their email marketing funnel since they knew email was a proven channel for them.
Empowering People Living In Poverty
BRAC USA is the North American affiliate of BRAC in Bangladesh. BRAC USA provides comprehensive support around the world by raising awareness about its work to empower people living in poverty and mobilizing resources to support its programs. BRAC USA helps design and implement cost-implement cost-effective and evidence-based poverty innovations, equipping people with the tools, opportunities, and skills to lift themselves out of poverty and reach their full potential.
BRAC USA moved to an all-digital mass-market fundraising approach for the first time. Ready to invest money into an online-only fundraising strategy, they did not have the capacity or in-platform expertise to execute this in-house. They came to Community Boost before the year-end fundraising season kicked off to launch their digital marketing awareness and fundraising campaigns.
Increase brand awareness and bring in donations for the end-of-year giving season
Community Boost worked with Brac USA to build brand awareness, and funnel new contacts into their email marketing funnel since they knew email was a proven channel for them.
We used Welcome Mats to convert donors who were already on the site and directed their attention to the donation page.
First, we focused on reaching audiences who were new to BRAC USA but showed interest in their mission. Since BRAC’s mission is multi-faceted, we targeted our ads to a variety of different audiences based on their specific interests and sent them to relevant landing pages on BRAC’s website.
Segmenting Donor Audiences
We segmented our existing donor audiences based on last gift amount, creating ads that had impact metrics that lined up with a donor’s last gift. For example, if someone’s last gift was $100, we told them the impact a $100 gift could give this giving season
We utilized a variety of creative and message on Facebook but found that video creative performed the best. Video slideshows with text overlay proved to be especially effective at garnering engagement and bringing in donations.
Lead Generation Campaign
We worked to build up BRAC’s email marketing funnel, which had been their most successful channel to date.
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