Client

Charity Right Australia is an International food charity that aims to provide underprivileged children in the poorest communities across the globe with daily school meals, encouraging education to help end systemic poverty.

Objective

1. Generate donations via Paid Social and PPC during Ramadan period (April 2022, 2023).
2. •
3. Reactivate client’s email database and motivate the audience to become regular donors.

Difficulties

1. The client’s target audience was the Islamic community of Australia. However Meta had removed all religion-specific interests, which made the task of targeting Muslims on Facebook & Instagram close to impossible.
2. •
3. The client is a relatively new charity organization competing with well-established Islamic charities.
4. •
5. Since the release of iOS 14 Meta is unable to track user activity on 3rd party platforms and websites. Based on our experience, 20-40% of conversions are not reported by Meta.
6. •
7. With the end of quarantine, the community had returned to traditional pastimes during the month of Ramadan. They spent less time online and preferred to donate during the offline charity events carried out by the Islamic community.

Our solution

1. We combined Lookalike audiences of current donors with targeting of Muslim neighborhoods which allowed us to narrow down on the relevant audience despite restrictions set up by Meta.
2. •
3. We designed a sequence of traffic ads to cold audiences followed up with conversion ads served to a "warm" audience of those who engaged with the traffic ads or clicked through to the website. On the initial “qualifying” stage we introduced the audience to the new charity, sharing their values and work that had been done during the past few years. The audience which moved forward to the second stage of the campaign were served the Ramadan-related charity motivators and called to donate. This campaign structure allowed us to:
   • Make the audience familiar with the clients work first thereby increasing trust and the probability of a donation;
   • Minimize the chances of religious messages being served to an irrelevant audience.
4. •
5. Developed a set of creatives, including intro-videos with well-known members of the Australian Islamic community talking about the client and their work. This improved Brand Awareness and built trust within the community.
6. •
7. Designed static banners to address religious-specific charity motivators.
8. •
9. On Google Ads, the combination of a search campaign with a Performance MAX campaign allowed us to target audiences who used Muslim-specific apps and visited Muslim-themed websites. We remarketed the client’s website visitors and worked with users who were searching for the client’s website specifically, improving SEO results.
10. •
11. Designed a customized 5-week sequence of nurture emails for the new donors to motivate them to upgrade to regular monthly donations.
12. •
13. Built a structured sequence of inspiring messages and charity reminders to help the audience stay on track with their Ramadan deeds to ensure the open rates and conversion rates stay high throughout the campaign.

The results

Meta:

1. Achieved 132% growth in CTR (Click Through Rate) on Meta compared to the results of last year's Ramadan fundraising campaign.
2. •
3. Achieved 19.86% growth in the average donation amount.

Google:

1. Achieved an average CTR (click through rate) of 2% and a Conversion Rate of 7.43% on Google Ads.

Email:

1. Achieved an open and click rates of 23% and 2.59% respectively.
2. •
3. By combining inspiring content with the audience’s top-of-mind charity CTAs maintained a high open and click rate throughout the campaign with the intensive email blast schedule.

Total:

1. Generated 911 donations.
2. •
3. Achieved ROAS (Return on Ad Spend) of 6.17 on Paid Social and PPC and an overall ROAS of 6.39.