Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Campaigning, fundraising, value exchange and Facebook ads - recruiting new members at Liberty - Andrew Taylor-Dawson

Presentation from ECF Europe 2019

  • Login to see the comments

  • Be the first to like this

Campaigning, fundraising, value exchange and Facebook ads - recruiting new members at Liberty - Andrew Taylor-Dawson

  1. 1. CAMPAIGNING, FUNDRAISING AND VALUE EXCHANGE AT LIBERTY Andrew Taylor-Dawson: Development Manager
  2. 2. Liberty challenges injustice, defends freedom and campaigns to make sure everyone in the UK is treated fairly. WHAT WE DO:
  3. 3. OBJECTIVES • Introduce Liberty’s new brand and positioning • Celebrate Liberty’s history and role in UK human rights campaigning since 1934 • Educate the public about their rights and promote the role of the Human Rights Act • Create a pool of leads to convert to be Liberty members THE CHALLENGE Create a user journey to celebrate the Human Rights Act and promote Liberty’s new brand. A CELEBRATORY CAMPAIGN TO ENGAGE MEMBERS OF THE PUBLIC WITH LIBERTY, OUR HISTORY AND THE HUMAN RIGHTS ACT.
  4. 4. THE APPROACH • A sign up page to order ‘I Know My Rights’ – guide to the Human Rights Act • Targeted Facebook adverts to build a pool of leads for conversion • A 6 email series sent over 3 weeks introducing Liberty’s campaigns and giving regular opportunities for engagement • Direct debit forms embedded after every campaign action • Emails building up to direct membership ask A THREE WEEK USER JOURNEY TO INTRODUCE LIBERTY AND CREATE OPPORTUNITIES TO CAMPAIGN AND DONATE.
  5. 5. • Lookalikes (based on custom audience of current members) • Human Rights • Amnesty International No retargeting – not using Pixel FACEBOOK AD STRATEGY - AUDIENCES LOOKALIKES AUDIENCE PERFORMED THE BEST LOWEST CPC LOWEST CPL LOWEST CPA
  6. 6. • 20 different ads • 5 images • 4 versions of the copy • Tried all combinations FACEBOOK AD STRATEGY - TESTING LOOKALIKES AUDIENCE PERFORMED THE BEST. LOWEST CPC LOWEST CPL LOWEST CPA.
  7. 7. FACEBOOK AD RESULTS £0.48 per click 13,076 clicks 11890 reactions 4049 shares 799 comments THE NUMBER OF REACTIONS, SHARES AND COMMENTS HELPED KEEP THE RELEVANCE SCORE AT 8 OR ABOVE.
  8. 8. THE JOURNEY ‘I Know My Rights’ guide sign-up + thank you page DD form Thank you and share ask Survey + thank you page DD form Campaign action + thank you page form Direct Debit membership ask Second campaign action – email your local paper Second membership ask
  9. 9. PRINCIPLES • Asking new prospects to do something first (order guide) before asking for money • Incorporating donation asks naturally throughout the journey • Build on learning from previous Facebook advertising, and see this as an opportunity to learn more about content, audiences and placements
  10. 10. CAMPAIGN RESULTS • 3969 leads recruited • 78 Direct debit members recruited on thank you page • 20 members recruited during journey • Response rate: 2.47% • 220 members recruited including email list conversion and social media promotion • 93 members recruited from second roll-out • 65 members recruited from third roll-out CPA including production and fulfilment of guides: £116.42. 98 Direct debit members recruited.
  11. 11. • Multiple low-bar engagement opportunities drive conversion • Include ‘soft’ membership/donation prompts in each email • Tell a story through your journey • Embed regular giving donation forms after every non-financial action • Keep testing and modifying your journey while live KEY TAKE OUTS WHAT STORY DOES YOUR JOURNEY TELL?