Growing a nonprofit’s donor base with targeted ads.
Enriching online ads with Marketing Cloud Advertising.
Stichting Vluchteling is a nonprofit organisation providing emergency relief and assistance to refugees and displaced persons worldwide. As such, it is imperative that the nonprofit reaches as many ‘right’ people as possible with is campaigns. To achieve this and maximise the effectiveness of its advertising campaigns, the organisation decided to implement Salesforce Marketing Cloud Advertising Studio.
Marketing Cloud Advertising is a tool that makes it possible to enrich online advertisements with data. By effectively utilising customer data to create your advertisements, you can make sure you target and reach the right audience – no matter how large or small – through their favorite channels.
Continue reading to discover how we helped the organisation use Marketing Cloud Advertising to target the right audience of (prospective) donors.
- Stichting Vluchteling
- Donor acquisition
- Strategic advising
Targeting the right audience.
So how did we get to work with Stichting Vluchteling?
Our first step was to sit down with the nonprofit to come up with a clear plan of approach. Together with the team, we looked at the organisation’s available data and determined how this data could best be employed in each phase of the donor journey. The outcome was linked to the social media channels that Stichting Vluchteling uses/wanted to use.
We first started with one advertising audience which was based on donation behaviour. We then made the connection with Marketing Cloud and linked all data to this audience so that the audience could be deployed within the various social media channels. By automating the process, Stichting Vluchteling had an up-to-date audience at all times. Additionally, in doing so we prevented ads from being shown to the “wrong” audience, which included, for example, people that are already donors or volunteers.
“We now deploy this for all campaigns as one of the ad sets within Meta advertising. For Google and Twitter, we are not yet deploying it, but this is on the cards. We see that the match within Meta is good and so is the ROI”. (Stichting Vluchteling)
From one-time to structural donor.
When it comes to future campaigns, there are many opportunities to unlock. For example, a customer journey could be devised to turn one-time donors into structural donors. For this purpose, Journey Builder can be combined with Marketing Cloud Advertising (and possibly other studios like Marketing Cloud Personalisation (Interaction Studio) to set up a multi-channel journey where we can show the right message at the right time).