End-of-Year Giving Campaign Drives Exponential Donation Revenue Growth
Re-examining Spend Along The Funnel
In 2021, X Agency allocated the majority of their Facebook marketing budget towards prospecting new donors. However, through valuable insights gained from this previous campaign, it became evident that existing donors and individuals who already believed in the organization’s mission were more likely to contribute.
This realization prompted the need to shift focus and reallocate resources towards remarketing efforts, targeting audiences composed of web visitors, engaged users from past ads on Facebook and Instagram, as well as past donors from email lists and the Facebook pixel.
Expanding Remarketing Efforts
Building upon the insights gleaned from the previous campaign, the American Lung Association, in collaboration with X Agency, implemented the following strategic solution for their end-of-year giving campaign:
The American Lung Association redirected their Facebook marketing budget towards remarketing efforts, prioritizing audiences that had already shown interest or engaged with the organization’s content. These remarketing audiences were carefully curated and included web visitors, engaged users from previous ads on Facebook and Instagram, as well as past donors identified through email lists and the Facebook pixel.
Abandoned Donation Audience
Recognizing the potential of individuals who expressed intent but did not complete the donation process, the American Lung Association created an “Abandoned Donation” audience. This audience consisted of individuals who had landed on the donation page and initiated the form but did not complete the donation. By specifically targeting this audience, the American Lung Association aimed to re-engage and encourage them to finalize their donation.