Online fundraising partnershipIncreased average donation per person and decreased operational costs by 25%
We leveraged technology, data and insights to increase fundraising and reduce operational costs. This approach yielded a 25% reduction on creative production costs and a significant year-on-year increase in donation per individual.
Médecins Sans Frontières target audience is fragmented by geographic location, lifestyle and behaviour. The driver to donate is driven by multiple emotional and rational factors, requiring a custom storyboarding approach to messaging as opposed to a standard one-fits all message.
Our challenge was to reduce marketing operational costs to ensure we met Médecins Sans Frontières requirement that 87% of every pound donated is spent on humanitarian programmes.
The Solution - How we increased return on investment
In order to maximise return on investment and reduce marketing operational costs we leveraged technology, data and insights together with on-going optimisation. Our focus on continuous optimisation of creative, media and website landing pages ensured return on investment forecasts were exceeded.
Leveraged dynamic ad messaging and testing
Our dynamic ad messaging platform segmented the Médecins Sans Frontières display ads into images, message and call to action; these could then be combined to create an increased number of creative adverts without the traditional creative production investment.
The different elements of these ads could then be used to target different consumers depending on their previous interaction with Médecins Sans Frontières. For example, a user who dropped off (left msf.org.uk) at the Donation Engine was delivered an advert that read: “Every donation matters, your support helps save live.... Just 3 minutes to help save lives.
Leveraged data and insight to deploy individual user re-targeting
We built templates in five ad sizes to allow a broad scope of publishers and ad positioning. The audience was then segmented into eight categories and one default segment, these included users who:
- have never been to msf.org.uk or visited homepage
- visited ‘support us’ donation engine and not completed donation
- visited ‘support us’ area and not completed donation
- visited ‘marketing support’ area and have not completed a donation
- visited appeal pages
- visited our work
- visited country focus
- visited issue focus
- visited work with us
The audience segmentations were paired with relevant creative, which would change every time the user visited a new page to ensure the messaging and call to action was relevant to their last interaction.
Deployed A/B testing to improve engagement and post click conversion rate
Applying the principle of on-going optimisation against specific conversion targets, we deployed a series of A/B tests. This meant serving two different creatives for the same rule, up-weighting to the ads with highest engagement and site conversion.
Throughout the campaign ads were changed on the basis of frequency to engagement and conversion, meaning users were not repeatedly delivered similar ads but were served relevant, custom creative at a frequency level that maximised conversion.
- Campaign delivered over 50,000 clicks with over 200 individual donations
- Creative production costs were reduced by 25%
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