A Digital Fundraising Example That's Saving Lives (through rat adoptions)


APOPO addresses global issues such as landmines and tuberculosis through research, development, and deployment of scent detecting rats around the globe. Working with APOPO, we built a paid digital fundraising machine from scratch around virtual rat adoptions. Through this campaign, we ran a successful year-end push that raised funding for vital landmine and tuberculosis detection work.


The Outcome


Square meters of minefield cleared


Return on Ad Spend (ROI)


Average donation amount
The Challenge

Our goal was to establish benchmarks for paid Facebook fundraising for APOPO HeroRATs. Using these benchmarks as a baseline, we aimed to inspire people to donate during the holiday season and year-end funding drives. We did this by using Facebook Advertising, along with detailed audience targeting that focused in on a year-end fundraising push. Through this campaign, we not only encouraged donations, but emphasized gifting digital adoptions of the HeroRATs.


Facebook Ads

We tested out Facebook’s new Dynamic Creative ads feature, which allows advertisers running campaigns to test 6,250 ad combinations at once – with Facebook’s algorithm optimizing the highest-performing combinations. We developed a strategy using rich imagery and various messaging points all highlighting the digital rat adoptions and appealing to people’s generosity over the holiday giving season.

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