The International Fund for Animal Welfare (IFAW) is a global non-profit organization dedicated to animal welfare. IFAW collaborates with a diverse network of governmental and non-governmental organizations worldwide to rescue animals, protect habitats, and advocate for stronger animal welfare policies. IFAW relies on effective fundraising campaigns across various advertising platforms to achieve these goals.
IFAW sought a partner to bolster their year-end fundraising efforts. This ideal partner would possess expertise in leveraging various advertising platforms to execute and promote IFAW’s content strategy, ultimately driving increased fundraising success. IFAW wanted to explore new ad channels such as Microsoft Advertising (formerly Bing) and Meta Ads. Solutions 8 fulfilled these requirements and identified Canada as an untapped market with significant fundraising potential. Positive results from pilot marketing campaigns for Giving Tuesday and the year-end push solidified Canada’s place as a key contributor to IFAW’s fundraising efforts.
The Challenge
The client aimed to expand their reach and impact significantly. However, they faced challenges in managing this growth:
- Scaling Operations:
- Open new advertising channels (Meta Ads, Microsoft Advertising )
- Promote additional content beyond fundraising campaigns
- Managing Volume:
- Difficulty managing the increased workload associated with scaling up campaigns and promoting new content.
The Solution
To address IFAW’s scaling challenges, Solutions 8 implemented a multi-pronged approach:
- Streamlined Campaign Management:
- Optimized daily launches of articles and posts across platforms
- The ensured content promotion began immediately upon website and social media publication.
- Data-Driven Targeting:
- Analyzed performance data to identify top-performing content
- Recommended the most effective platforms for promoting content to maximize fundraising potential
- Enhanced Communication:
- Increased interaction with IFAW to ensure clear communication and project alignment
- Improved internal team collaboration for efficient solution implementation
The Results
Solutions 8’s campaign management strategy delivered significant benefits for IFAW:
- 3X Scale Up: Overall campaign performance achieved a remarkable 3X increase.
- 40% ROAS Jump: Return on ad spend (ROAS) efficiency saw a significant 40% increase, indicating a substantial improvement in campaign profitability.
- Faster Article Launches: Streamlined processes ensured articles and posts were launched efficiently across platforms.
Microsoft Advertising Success: Meta Ads campaigns delivered a 40% jump in ROAS, while the new Microsoft Advertising channel proved successful, offering a valuable new avenue for IFAW’s advertising efforts.
Case Study Metrics:
Date Range: July 1, 2022 – August 31, 2022
Ad Spend: $40,111.24
Increase in Conversions: +19.35%
Average Cost per Lead (CPL): $271.02
Conv. Rate: +8.89%
Phone Calls: +43.75%
Return on Ad Spend (ROAS): 16,503%
Case Study Metrics:
- Date Range: July 1, 2022 – August 31, 2021
- Phone Calls: +43.75%
- Total ad spend: $40,111.24
- Avg. cost per lead: $271.02
- Increase in Conversions: +19.35%
- Conversion Rate: +8.89%
- Return on Ad Spend (ROAS): 16,503%
Liz Moorehead
