MyFundAction, a leading NGO in Malaysia, is dedicated to distributing aid and supporting various humanitarian projects. To further their mission, they needed to increase donations for their ongoing and upcoming projects.
Despite their strong presence and impactful work, MyFundAction faced challenges in generating sufficient donations to meet their project goals. They needed an effective digital marketing strategy to reach a broader audience and encourage more donations.
Resolution: To address these challenges, a two-phase digital advertising campaign was implemented:
- Phase 1: YouTube Ads
- Objective: Create awareness and engage potential donors by showcasing the impact of MyFundAction’s work.
- Strategy:
- Developed engaging video content highlighting success stories and the real-life impact of donations.
- Targeted ads to relevant demographics, including users interested in charitable causes, social work, and humanitarian efforts.
- Utilized compelling calls-to-action to encourage viewers to visit the MyFundAction website and learn more about their projects.
- Phase 2: Search Ads
- Objective: Capture the interest generated by the YouTube ads and convert it into donations through targeted search ads.
- Strategy:
- Ran search ads targeting keywords related to donations, charity, and humanitarian aid.
- Utilized ad extensions to provide additional information and direct links to specific donation pages.
- Implemented retargeting ads to reach users who had visited the website but had not yet made a donation.
Result: The combined YouTube and search ads campaign yielded impressive results:
- Return on Ad Spend (ROAS): Achieved a ROAS of 3-4x, indicating a significant increase in donations relative to the advertising spend.
- Increased Donations: The strategic approach effectively converted ad engagement into tangible donations, supporting MyFundAction’s various projects.
Through this targeted digital advertising campaign, MyFundAction successfully increased their donation revenue, enabling them to continue and expand their vital humanitarian work. The case study demonstrates the effectiveness of combining video engagement with targeted search ads to drive conversions and support charitable causes.