To support Year-End fundraising, we launched a paid media campaign that leveraged Facebook and paid search ads. Our campaign strategy was a tiered approach and broken into 3 phases: a double match, a Giving Tuesday match, and a triple match. This allowed us to capitalize to leverage issue area content, while still capitalizing on urgency and timeliness.
In addition to our tiered approach, we had a clear testing strategy that would allow us to test personalized creative for each audience—allowing us to narrow down the winning combinations throughout the campaign to increase performance.
During the campaign, we relied on our weekly data to tell us which platforms and audiences were most successful in giving us the best ROAS and put our budget towards that. This allowed us to quickly reallocate resources between platforms and audiences on a weekly basis.
Overall, the key to success was closely monitoring the campaign throughout the Year-End season and shifting towards best-performing units in a timely manner based on the data. We hit our initial goal of at least an even ROAS the day after #GivingTuesday, with almost a month left in the campaign!