We partnered with DePelchin Children’s Center to generate community interest in becoming foster or adoptive parents. Our strategy consisted of campaign development, audience research and testing, and ultimately, digital advertising utilizing Facebook ads for nonprofits and Depelchin’s Google Ad Grant:
Increase in foster and adoption leads over previous year
Site traffic growth over one year
Discovery & Analysis
Before we can achieve a clientâ€™s goals, we need to know the lay of the land. Our discovery process allows us to assess existing efforts, successes, and opportunities before we dive in.
Captivating Words & Images
Powerful work deserves powerful communications. Copywriting, infographics, email headers, landing pagesâ€”the list goes onâ€”all help you move communities toward organizational goals.
Momentum matters. When we need supporters to take action, we strive to meet them where they areâ€”on their twitter feed, in their inbox or chatting with their friends.
Incorporating insights from a kickoff call as well as previous DePelchin assets, we focused the preliminary campaign on three target audiences: Parents, Religiously Motivated Individuals, and Nurturers. Upon further exploration, we added a Lookalike Audience and Social Services into the mix while targetting our Facebook ads. In Q1, we added same-sex couples and remarketing audiences based on DePelchin foster care page visitors.
To coincide with the campaign launch, we advised on custom landing page creation for target audiences and developed corresponding images for social media. Landing page recommendations focused on creating different messaging to test language effectiveness in capturing qualified leads based on target audiences.
We developed four visual collaterals to inspire people to get more information about becoming foster/adoptive parents. In future quarters, we advised on one minute videos featuring foster and adopt families telling their stories.
Campaign Launch + Optimization
By continually comparing targets, ad copy, collateral and landing pages, we utilized Facebook ads for nonprofits to elevating the most effective elements. Optimization included the addition of a remarketing pixel to enable retargeting on Facebook ads to people who had already seen one of the foster care landing pages, but had not yet signed up to receive more information.