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Targeted advertising for a charity foundation

How to draw attention to a national charity program and receive 556 donations per month with an average cost of $1.59 per lead

#TARGET

Input data

Client: International Charitable Foundation «Health of the Ukrainian People».

Work period: 30 days.

Team: targeting specialist, designer, project manager.

Problem: rejection of advertisements and blocking of accounts due to Meta’s restrictions on political and charitable content.

Tasks:

attract the attention of Ukrainians to the #SaveTheLimb program and motivate them to donate;

ensure a stable volume of applications and continuous operation of campaigns even in the event of blocking.

List of works:

We analyzed the client's goals and determined the optimal «conversion» format to receive the maximum number of donations from the site.

We identified the priority social network. The main attention was focused on Facebook, where the audience reacts more actively to social initiatives.

We created a “gray” promotion strategy. We purchased 10 Facebook accounts, set up an anti-detect browser and mobile proxies to minimize the risks of blocking and not stop advertising activity.

We developed creatives. We prepared a series of banners and videos with emotional content. Each creative was carefully checked for compliance with Meta’s advertising policy.

We scaled campaigns. After a test run, we determined the most effective connection between the banner and the audience and launched additional advertising cabinets to increase the volume of impressions.

We filed appeals. Thanks to this, we managed to unblock 2-3 banners out of every 10. It allowed us to maintain stable campaign activity.

Results

We received 556 leads with an average cost of $1.59 per lead.

Advertising campaigns continue to operate stably within the established budget. Donations are received regularly, and the charity program receives constant support.

Results

Conclusions

Thanks to a non-standard approach to working with advertising accounts and a clear analysis of the audience, we managed to ensure the continuity of campaigns even in difficult conditions. This ensured a stable flow of donations at a low cost and increased the visibility of the national program #SaveTheLimb.

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