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A digital campaign connecting charities with access to financial support.

Charity Finance Group

At a challenging time for charity funding, it's more vital than ever to ensure money is making the biggest impact possible.

Charity Finance Group (CFG) empowers charities to do this by championing best practice, nurturing leadership and influencing policy members.

CFG's ambition was to grow membership numbers by adding 150 additional members from a paid digital marketing campaign.

A digital campaign connecting charities with access to financial support.

Charity Finance Group

Project summary

  • Research and insights
  • Campaign strategy
  • Channel planning
  • Paid social
  • Email marketing
  • Reporting and optimisation

Approach

Our strategy team began by carrying out a full review of CFG’s website, making recommendations for the copy and layout for a new landing page (exclusively for use in this campaign). The page needed to be compelling and easy to digest and ask prospective members to sign up to the email newsletter to learn more about becoming a member. Creating a standalone page meant that we had full control for tracking interaction metrics.

Next, we created an email template outlining the benefits of CFG membership to be sent out to those who had signed up. This email directed contacts to the "join us" page of the existing website.

We set up a paid media campaign on LinkedIn using targeted ads, aimed at people with a financial role within fundraising, not-for-profit organisations, funds and trusts. The ads encouraged the target audience to visit the new landing page to find out more.

A mock up of the social content we designed for the campaign.
 

Impact

The landing page and social campaign were launched mid-May 2023. In just six weeks, the campaign achieved 55,600 impressions, 564 link clicks and 103 confirmed leads.

Thanks to this campaign, the CFG will be able to support many more charities by helping their money work harder and go further.

55,600 impressions.
564 link clicks.
103 confirmed leads.

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