Our activity began in 2017 with campaign strategy planning for the End of Financial Year Appeal. This included a review of past campaign performance and KPI/goal-setting – in order to develop the right targets, set budget and create the right strategic messaging and creatives.
We then implemented a targeted advertising campaign through Facebook, Google and Taboola that included split testing, learning and optimising to achieve the best results and a campaign reaching over 3.5 million people.
We also provided ADRA with mentoring and consulting, making strategic recommendations on landing page optimisation and cross-domain tracking issues
For ADRA, it was a matter of simply asking better and asking more often. We found that when you do ask a passionate community, they’re very willing to extend their online support into financial support.
By including graphics specific to the appeal, alongside an advertising campaign that clearly explained the issue, we were able to see 21,596 website clicks through to their campaign landing pages from Facebook, Google and Taboola. The same went for email, where we included clear asks next to impactful stories, ensuring they weren’t confused for the usual advocacy messages.
In just 7 short weeks, ADRA leveraged passion into real support through social content, advertising and email. Generous donors contributed to ADRA Australia receiving its largest ever total during the agency’s end-of-financial year appeal. The total amount donated tallied $996,758, just short of the $1 million target.
ADRA Australia then chief executive Mark Webster described the final figure as “incredible”.
“Such an amazing result means thousands more people will flourish in Australia and overseas,” Mr Webster said.
ADRA were thrilled with the results for this and subsequent campaigns. MAXEMUS Digital Marketing has been engaged in an ongoing capacity to develop and implement an ‘always on’ strategy in 2019.
- Digital Strategy
- Media Buying
- Facebook Advertising
- Google Adwords