ADRA has engaged maxemus Digital Marketing since 2017 to manage their digital fundraising appeals. Our first task was to create a campaign strategy for the End-of-Financial-Year Appeal.
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 with increased online donations.
We also provided ADRA with mentoring and consulting, making strategic recommendations on landing page optimisation and cross-domain tracking issues.
Helping ADRA ask for donations, but how to ask in the right way
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 was thrilled with the results of this and subsequent campaigns. maxemus Digital Marketing has been engaged in an ongoing capacity to develop and implement an ‘always on’ strategy.