Our Approach
Working alongside HMRI's digital agency, we reviewed campaign performance and identified opportunities to strengthen both audience targeting and creative strategy. Our recommendations included: ✔ Refining audience selection based on Round 1 learnings ✔ Introducing new supporter engagement themes ✔ Testing curiosity-led creative concepts including quizzes, guides and a value exchange component ✔ Running structured creative and message tests across lead sources (Fan, Quiz, Guide) to measure impact ✔ Focusing on lead quality rather than lead volume The objective was to generate supporters who were more likely to engage and convert when contacted.
What We Learned
The strongest-performing campaign segments were those that combined targeted audiences with highly engaging creative concepts. By aligning digital acquisition activity, call guide development and fundraiser training more closely with fundraising outcomes, we were able to generate higher-quality leads, improve conversion performance and significantly increase overall campaign efficiency.
Key Takeaway
Small changes in targeting, creative, and calling strategy can have a significant impact on fundraising outcomes. By applying insights from Round 1 and introducing a more strategic acquisition approach, achieved substantial improvements across every key fundraising metric. The result: better quality leads, stronger conversion performance and more efficient supporter acquisition.