Case Studies

Decemeber 2024

Growing a Global Conservation Organisation’s Global Income to €1.5M with Meta Ads in 18 Months

Background

A prominent marine conservation organisation, aimed to expand its donor base and grow income using digital fundraising. With no existing paid campaigns, this charity partnered with us to design and execute a Meta Ads strategy from the ground up, leveraging their globally recognized brand and commitment to defending marine ecosystems.

Objectives

  • Launch a global digital advertising campaign on Meta with no previous paid campaign data or structure.

  • Acquire new regular donors and one-off donations.

  • Maximise Return on Ad Spend (ROAS).

Results

In 18 months, the campaign delivered exceptional growth and ROAS:

  • Immediate return of 3x ad spend, with an average of 10,000 Euro a month spend

  • 12-month estimated return of 5x ad spend

  • Acquisition of 3,500 new regular donors, with a LTV of €1.2m based on 36 months

  • €956,000 in one-off donations

  • Average cost per acquisitionaquistion of 10 Euros.


Key Success Factors

Global Targeting: The organisation’s ability to reach a worldwide audience allowed for scalability and consistent performance across regions. This broad targeting enabled us to capture a larger share of supporters while keeping acquisition costs efficient. Ads first targeting English speakers worldwide before focus selected areas with native language ads. 

Video-Centric Campaign: The organisation already had a library of high-quality video content, which we optimised and repurposed for Meta Ads. These videos were impactful for conveying their mission and emotional appeal, significantly boosting engagement and conversion rates.

Creative Refresh Cycle: To sustain ROAS and avoid ad fatigue, we regularly refreshed the creative every 2-4 weeks. Pausing underperforming ads and testing new creative concepts helped maintain consistent results and ad efficiency.

Local Currency Checkout via Fundraise Up: By using Fundraise Up's dynamic checkout feature, which adapts to the user’s currency, we reduced friction in the donation process. This personalization resulted in higher conversions and a smoother donor experience.

Conclusion

In partnership with the client, we successfully designed a highly effective Meta Ads campaign from scratch, driving substantial growth and impact within 18 months. Our strategic targeting, use of high-quality video content, and regular creative optimisation allowed the client to scale its global fundraising efforts.