Enhancing Visibility, Engagement, and Support

 

Idaho Humane Society (IHS) is a respected nonprofit organization dedicated to safeguarding animal welfare, advocating for responsible pet care, and combatting cruelty and neglect. Guided by the principles of humane education and compassion, IHS seeks to create awareness and promote the well-being of animals across various settings. Collaborating with our team, IHS established three primary marketing objectives: increasing visibility for pet adoption, boosting dog training class attendance, and cultivating greater public support through donations.

Challenges & Strategy

One major challenge encountered in the account was effectively allocating spend across the diverse campaigns and marketing objectives. With the brand and donation campaigns targeting the entire United States, while the training-related campaigns focused on local regions, budget distribution became a complex task. The wider reach and higher traffic of nationally targeted campaigns naturally led to a disproportionate allocation of spending, making it difficult to generate sufficient spending in training-related campaigns and encourage class participation.

To address the spending challenges faced by the training-related campaigns, a strategic approach was adopted to expand the size and reach of these campaigns. By providing them with greater opportunities and increased relevance, the objective was to reach a larger audience and encourage their interest in and participation in dog training classes. This targeted expansion aimed to balance the budget allocation and maximize the impact of all campaigns.

Results

The implementation of the focused approach, coupled with the utilization of high-quality landing pages, resulted in notable improvements in campaign performance. The following performance metrics were achieved during the period from April 2022 to April 2023:

  • Ad Spend: With an investment of $28,400, the campaign effectively utilized the allocated budget, ensuring optimal exposure and reach for IHS's marketing initiatives. The balanced spending allocation contributed to achieving the organization's objectives across various campaigns.
  • Conversion Rate: The campaign exhibited a commendable conversion rate of 10.66%. This metric highlights the success in driving user actions, such as pet adoptions, dog training class sign-ups, and increased support through donations, thereby fostering greater engagement and support for IHS's mission.
  • Clicks: The campaign garnered a substantial total of 50,750 clicks, indicative of strong user interest and interaction with IHS's digital marketing efforts. These clicks demonstrate the campaign's ability to effectively drive traffic and generate awareness.

Through a focused approach that emphasized campaign expansion and the utilization of high-quality landing pages, the collaboration between the Idaho Humane Society and our team successfully addressed the challenges associated with budget allocation and targeting. The campaign's impressive performance metrics, including the 27.74% CTR, 10.66% conversion rate, and 50,750 clicks, underscore the success in enhancing visibility, engagement, and support for IHS's mission. This case study serves as a testament to the efficacy of tailored digital marketing strategies in driving impactful outcomes for nonprofit organizations in the animal welfare sector.


CHALLENGE


One major challenge encountered in the account was effectively allocating spend across the diverse campaigns and marketing objectives.

SOLUTION


To address the spending challenges faced by the training-related campaigns, a strategic approach was adopted to expand the size and reach of these campaigns.

TOTAL ADVERTISING SPENT


$28,400

TOP CONVERSION


53 Donations Made