Case Study: Lupus Foundation of America
How do you raise funds to fight a disease?
Driven by data
We began our partnership with a thorough audit of the Foundation's past end-of-year fundraising activities. This was an opportunity to apply previous learnings, review past campaign creative and redefine their approach to messaging tactics. Based on what we learned, we moved them towards emotional storytelling and urgency-driven messaging.
Guided by insights from our audit, we built a fully coordinated end-of-year strategy that includes concept messaging, a robust email schedule and paid media tactics. On the email side, we recommended a more aggressive approach to scheduling and urgency.
By implementing an always-on paid search strategy starting on Giving Tuesday and extended through December 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.
Find your audiences
To get in front of donors who may not open emails, we targeted the Foundation's email audiences on Facebook with tailored messaging that encouraged them to give. We also invested in key moments like Giving Tuesday and the last three days of the year to create urgency and generate a 169% return on ad spending.
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