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HARNESSING THE POWER OF SOCIAL MEDIACASE STUDY: INTERNATIONAL ANTI POACHING FOUNDATION

A LITTLE ABOUT ME

Digital strategy and communications at Amnesty International Australia

Digital fundraising and innovation at Australian Red Cross

Digital strategy at Pareto Fundraising

INTRODUCING IAPF

An incredible animal protection organisation split between Australia, Zimbabwe, South Africa and the USA.

IAPF train rangers to defend high-risk wildlife against illegal poaching.

They work to protect animals like elephants, rhinos, pangolins, and lions.

THE PROBLEM

Despite consistently impressive press coverage, IAPF’s revenue and regular giver recruitment remained low.

The Brief

To raise money for The Akashinga – an all-female ranger unit, who recruit and empower disadvantaged women.

2 STEP CAMPAIGNSTHE BEST* WAY TO RAISE MONEY ONLINE

1. Lead Generation

Deepen engagement with a supporter-centric narrative of impact and change

Prompt secondary action if possible

2. Donor conversion

Build relationship

2 STEP CAMPAIGNSTHE BEST* WAY TO RAISE MONEY ONLINE

1. Lead Generation

Deepen engagement with a supporter-centric narrative of impact and change

Prompt secondary action if possible

2. Donor conversion

Build relationship

IAPF’S ASSETS

• Incredible stories

• Wonderful photos

• Access to rangers

STORYTELLING AS ‘LEAD GENERATION’

1. Tell powerful stories

2. Ask for support

Step 1: Use video to build a retargeting audience.

Step 2: Retargetand convert.

Ad set optimisationSkewing spend to best performing ads in an ad set (metric = CPL)

Campaign optimisationSkewing spend to best performing ad

sets in a campaign (metric = CPL)

OUR TESTS

We posed two questions with this campaign:

1. Can good story-telling stand in for ‘traditional’ lead generation?

• IE: Can it deliver leads at a sustainable cost, and will they convert?

2. Can Instagram compete with Facebook in converting leads into donors?

CAN STORYTELLING GENERATE LEADS?

Lead Gen Campaign 1

Lead Gen Campaign 2

IAPF Storytelling

Leads 54,281 133,394 270,168

Cost Per Lead*$0.42(Email)

$0.64(Email)

$0.02(10s video view)

* Figures are media-spend only.

THE LONG TERM VALUE OF LEADS

10.1%

20.0%

14.5%

10.4%

7.9%

6.1%

3.9% 3.2%2.0%

1.1% 0.7% 0.7% 0.6% 0.6%

18.2%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

0

100

200

300

400

500

600

Day 0 0-2weeksafter

2-4weeksafter

4-6weeksafter

6-8weeksafter

8-10weeksafter

10-12weeksafter

12-14weeksafter

14-16weeksafter

16-18weeksafter

18-20weeksafter

20-22weeksafter

22-24weeksafter

24-26weeksafter

26+weeksafter

Perc

enta

ge

Days difference

45% of first time gifts that came after initial lead acquisition came 6+ weeks

after lead acquisition.

CAN STORYTELLING GENERATE DONORS?

Lead Gen Campaign 1

Lead Gen Campaign 2

IAPF Storytelling

Cost Per SG $41 $85 $101

Cost Per RG $58 $339 $251

Figures are media-spend only, and onlyrefers to online conversions.

CAN STORYTELLING GENERATE DONORS?

Lead Gen Campaign 1

Lead Gen Campaign 2

IAPF Storytelling

Cost Per SG $41 $85 $101

Cost Per RG $58 $339 $251

Figures are media-spend only, and onlyrefers to online conversions.

Facebook introduces their poorly thought-out ‘Political

Advertising Restrictions’

CAN STORYTELLING GENERATE DONORS?

Lead Gen Campaign 1

Lead Gen Campaign 2

IAPF Storytelling

Cost Per SG $41 $85 $101

Cost Per RG $58 $339 $251

Step 1 - - -

Cost Per SG - - $167

Cost Per RG - - $349

Figures are media-spend only, and onlyrefers to online conversions.

THE VERDICT

1. You can build a cost-effective, qualified audiences using video.

2. You may be able to video retargeting audiences into donors at a reasonable cost-per-acquisition.

3. It may be worth testing direct-to-donation campaigns driven by effective video story-telling content.

CAN INSTAGRAM COMPETE WITH FACEBOOK?

Facebook AdsInstagram

AdsInstagram

Stories

CPC $2.55 $4.54 $4.29

CPA $170 $297 $812

THE VERDICT

Facebook ads were most effective for converting new leads to donors, but we should consider:

• This was a fairly small sample size.

• The fact that the majority of ‘leads’ were acquired through Facebook might skew results.

• We have found Instagram as a cost-effective supplement to Facebook for lead generation.

BONUS ROUND!

5 tests in 60 seconds

LINK IN COPY VS. NO LINK

Link No Link

LINK IN COPY VS. NO LINK

CPC: $3.02CPA: -

CPC: $2.04CPA: $99

COPY ON IMAGE VS. NO COPY

Copy on image No copy

COPY ON IMAGE VS. NO COPY

CPC: $5.19CPA: -

CPC: $7.76CPA: -

Not enough data

BUTTONS: LEARN MORE VS DONATE NOW

Button: Learn more Button: Donate now

BUTTONS: LEARN MORE VS DONATE NOW

CPC: $2.27CPA: -

CPC: $4.01CPA: -

CAROUSEL VS. SLIDESHOW

Carousel Slideshow

CAROUSEL VS. SLIDESHOW

CPC: $2.83CPA: $96

CPC: $2.85CPA: --

Everyone wins!

IG BUTTON: LEARN MORE VS SIGN UP

Button: Learn more Button: Sign up

IG BUTTON: LEARN MORE VS SIGN UP

CPC: $5.65CPA: $265

CPC: $4.62CPA: $337

Inconclusive

PRINCIPLES

1. Test everything

2. Build insights

3. Test again

Create

AnalyseRefine