Case Study: Increasing Event Sign Ups for a National Charity
THE CHALLENGE
Larger charities dominate awareness and paid search results for charity event places and the client needed help cutting through the noise to secure as many sign ups as possible.
Budget was limited so there was a need to be as selective as possible with the strategy. The client also stressed the need for quality.
With most people signing up simply to secure a place at their chosen event rather than because they had any link to the charity or it’s services, it was important to push for users who were most likely to meet or exceed their fundraising targets.
First party data was key in this campaign. Utilising entrant data from previous events to build a core audience helped us to identify users from all walks of life who were more likely to become committed fundraisers.
Using this data, a low-level brand campaign was activated in the lead up to ballot day, positioning the charity front of mind for when the sign up window opened. The content for this activity was heavily mission-based and provided an additional layer of audience data for the ballot day campaign itself.
Users who engaged with the mission-based messaging were added to a secondary audience pool with a heavier budget focus.
A CRO project also helped streamline the sign-up process, increasing conversion rate vs the previous year.
On ballot day for each of the events, budgets were condensed into a flurry of activity across channels to ensure proper reach and saturation, capturing as many valuable sign ups as possible in a short period of time.
OUR APPROACH
THE RESULTS
+78%
Year-on-year sign ups
£1.2m
Fundraising revenue from paid activity
10%
Proportion of total fundraising for year
“...top-drawer results that helped us find the answers to long-held challenges”