Christian Family Care
Increasing online donations with Facebook and Instagram advertising for the Arizona Tax Credit Campaign
Nonprofit Facebook and Instagram Advertising Success Story
Christian Family Care worked with Community Boost to test Facebook and Instagram Advertising during the Arizona Tax Credit Campaign and generated a 98X Return On Ad Spend from Facebook and Instagram advertising.
Return On Ad Spend
Direct Online Donations
Bringing Families Together
Christian Family Care (CFC) is an Arizona-based nonprofit that brings families together through foster care and adoption—going far beyond Arizona requirements to provide ongoing, Christ-centered support—to ensure every child has a chance to thrive.
Transform children’s lives while reducing donors’ taxes
CFC is a part of Arizona’s foster care tax credit program, meaning that donors who live in Arizona receive a dollar-for-dollar tax credit when donating to CFC. CFC’s goal was to transform the lives of vulnerable, at-risk children and help reduce donors’ state income tax through the AZ tax credit campaign. They knew that using Facebook advertising would help reach Arizona residents who didn’t know about the tax credit, but they didn’t anticipate how large a part Facebook would play in their overall marketing efforts for this campaign.
Use Clear Creative with a Combination of Video and Image Ads
It was important to initially reach past donors and those who engaged with CFC’s Facebook posts or ads in the past, as these audiences were more likely to give but might not have known about the Arizona tax credit. On top of these two audiences, we targeted lookalikes of past donors and Facebook users who had an interest in Christianity and either foster care or adoption.
We had to make sure that those who saw our ads immediately understood the significance of the Arizona tax credit. It’s not just a tax deduction but a dollar-for-dollar credit, meaning that those who donate through the tax credit get to choose whether their tax dollars go to the state or to nonprofits like CFC. We couldn’t assume that those who saw our ads would know about the tax credit, so we had to use clear and concise language to explain its immediate benefits.
Image vs. Video Testing
In order to further explain the tax credit, CFC had an illustrative video made to explain the concept in a short amount of time. People scrolling on Facebook aren’t as likely to watch a video that is several minutes long like they would otherwise do on a platform like YouTube. The video we tested was effective for Facebook because it visually explained the tax credit in only 36 seconds. In order to test which format users responded better to, we ran ads using this video as well as ads using singular imagery.
Proper Conversion Tracking
To keep count of how many people donated as a direct result of our ads, we used the Facebook pixel on the CFC website. This allowed us to not only accurately track the amount of donations resulting from our ads, but allowed us to accurately see which ads were performing best and to make tweaks to our under-performing ones, saving money and increasing our donations.
Unlocking a New Scalable Digital Channel
Each of CFC’s campaigns significantly increased their charitable donations. Running between March and April 2019, they achieved:
- 98X Return On Ad Spend for the Arizona Tax Credit Campaign
- 150 total online donations directly from Facebook and Instagram ads
- All in less than one month