Thirst Project
Increasing online donations with Facebook & Instagram advertising.
Nonprofit Facebook and Instagram Advertising Success Story
Thirst Project worked with Community Boost during year end, but wanted to further validate Facebook and Instagram Advertising to generate donations outside of this time of year and generated a 11.1x return on ad spend during February and March 2019.
The World’s Largest Youth Water Org
Thirst Project is a nonprofit organization that works with the support of young people to END the global water crisis by building freshwater wells in developing communities that need safe, clean drinking water. Why Water? Health and Sanitation: Waterborne diseases kill more children every single year than HIV, Malaria, and all world violence combined. Small children typically do not have strong enough immune systems to fight diseases like cholera, dysentery, or schistosomiasis.
Validate Facebook Advertising Outside of Year End
Thirst Project saw success with Facebook Ads during the busy giving season in the month of December, but they wanted to further validate Facebook Advertising outside of year end. Including our joint efforts, Thirst Project raised $6,842 in online gifts during February and March 2019.
The Solution
Target their Social Audience
Year End Strategy
We targeted past donors lists, Thirst Project’s Facebook & Instagram Audience, and Interest/Lookalike Audiences combined with a variety of ad creative to ensure past donors gave again. Facebook & Instagram followers contributed more than just page likes and shares, and the new Interest/Lookalike audiences learned enough about Thirst Project during year end that they were comfortable giving.
Converting Qualified Individuals
After the year end push, we utilized website remarketing and targeted non-recent donors, as well as Facebook page followers. From page followers alone, we saw an 18.83x return on ad spend.
Birthday Fundraisers
Additionally, we targeted people with birthdays in the months that our campaigns were running. The three main audiences were friends of Facebook followers; Facebook followers and website visitors; and an interest audience including those interested in social change/equality and fundraising.
Focus on a Mission-Aligned Holiday
In our ad creative, we highlighted World Water Day, an annual UN observance day that highlights the importance of freshwater. We spread the word about this holiday by connecting it to Thirst Project’s mission to to provide access to safe, clean drinking water, and highlighting the exact dollar amount it takes to give one person safe, clean drinking water.
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