R U OK?
The client
The brief
Test Digital as a monthly donor acquisition channel
The project
Digital Lead Generation for Telefundraising Donor Conversion.
Using new research that RFDS had been involved in we developed a “Snake Bite Safety Quiz” and First Aid download. Using Facebook advertising to drive people to the quiz we then captured phone + email leads. Each new lead went on a multi-channel nurture journey over 3 weeks that scored them for calling. They were then converted to regular giving over the phone by Cornucopia.
Do you know what to do if you’re bitten by a snake?
The resource to download
5,000+ leads acquired in an 8 week test at a cost per lead of $3.75. The click to lead conversion rate was 27%.
Cornucopia delivered 5.3% conversion to new donors during the test period, proving the campaign viable. The average gift was $22.33 and the CPA is competitive.
This campaign is still running 18 months later.
The ads
These are some of the campaign’s ads:
The results
5,000+ leads acquired in an 8 week test at a cost per lead of $3.75. The click to lead conversion rate was 27%.
Cornucopia delivered 5.3% conversion to new donors during the test period, proving the campaign viable. The average gift was $22.33 and the CPA is competitive.
This campaign is still running 18 months later.
The client said
When we approached Parachute Digital we originally wanted a straight up and down 2 step campaign. But as we progressed Parachute Digital stuck to their guns and reinforced the necessity for a pre acquisition prospect journey. The journey not only included a triggered SMS and 7 eDMS when certain milestones were reached; it also included a prerequisite steady flow of leads to the call centre and a platform that could keep tabs on it all.
Thanks to Parachute Digital the campaign focus wasn’t merely to acquire but it was in fact to start building a relationship between the donor and our charity. With Parachute Digital’s online expertise and guidance, the snake bite campaign has stood the test of time which is amazing in today’s digital world.