How do you fundraise to end a mysterious disease?

The Lupus Foundation of America is on a mission to end the brutal impact of lupus through research, patient care and advocacy. They called on us to develop a strategy for their 2018 end-of-year (EOY) campaign and manage paid media channels to meet their ambitious revenue goals.

Driven by Data

We began our partnership with a thorough audit of the Foundation’s past EOY fundraising activities. This audit brought to light important lessons and learnings that could be applied to the 2018 EOY giving season. This was also an opportunity for us to review past campaign creative and redefine their approach to messaging tactics. Based on what we learned, we moved them more towards emotional storytelling and urgency-driven messaging that helped make the case for how funding can fight this misunderstood disease.

Coordinating Efforts

Guided by insights from our audit, we built a fully coordinated EOY strategy—including concept messaging, a robust email schedule and paid media tactics. On the email side, we recommended a more aggressive approach to scheduling and urgency. 

Acquiring Donors Throughout EOY

By implementing an always-on SEM strategy starting on Giving Tuesday and extending it through 12/31, the Foundation constantly showed for queries around its own brand, as well as other non-branded searches for lupus-related giving. Staying at the top of search results on relevant searches helped the Foundation see nearly 9x return on revenue from its search investment.

Audience-driven Facebook Fundraising

By targeting the Foundation’s email audiences on Facebook, we got in front of donors who may not have otherwise opened emails or made a gift—with tailored messaging that encouraged them to give now. We also invested in key moments like Giving Tuesday and the last 3 days of the year to create urgency and generate a return on ad spending (ROAS) of 169%.

Interested in working with us?

(202) 223-8656