Love Justice International
Using the Google Ad Grant, Facebook Ads, and Conversion Design elements to drive more donations.
Nonprofit Digital Marketing Success Story
Love Justice International worked with us to bring in donations for the end-of-year giving season and Human Trafficking Awareness Day through the Google Ad Grant, Facebook Ads, and Conversion Design.
Stop Human Trafficking.
Love Justice International works to end human trafficking and protect the world’s most vulnerable people. They work on the frontlines to intercept traffickers and protect the most vulnerable, help them to see their value, and to recognize their worth.
Love Justice International knew they were ready for a more strategic multi-channel digital marketing approach but they did not have the bandwidth or in-platform expertise to execute on this in-house. They came to Community Boost just before the end of year giving season kicked off.
Increase Brand Awareness And Drive Donations
Their goal was to increase brand awareness and bring in donations for the end-of-year giving season and Human Trafficking Awareness Day (Giving Tuesday through January 11 - Human Trafficking Awareness Day).
Facebook Ads Campaigns
We utilized a multi-tiered campaign approach on Facebook. First, we focused on reaching audiences who were new to Love Justice International but showed interest in their mission. We utilized engagement campaigns to reach new audiences for the first time. As we came close to Giving Tuesday, we knew those that engaged with our ads were now familiar with Love Justice International and more likely to make a donation than a brand new prospect.
We utilized a variety of creative and messaging 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.
Google Ad Grant Campaigns
As Giving Tuesday, Year End, and Human Trafficking Awareness Day came along, we marketed our ads to existing donors, people who had engaged with us on social media, and those that had been to the website before, as well as one group that was aligned with Love Justice’s mission.
Conversion Design Elements
At the same time we used 'Welcome Mats' to convert donors who were already on the site and directed their attention to the donation page. A Welcome Mat is a full-screen pop up that appears when a visitor first enters your website.
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