Multichannel campaign drives donkey adoptions

Campaign beats new adoptions target by 36%

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Increasing awareness and recruiting committed supporters

8,256 adoptions driven

36% over target

The Donkey Sanctuary works in the UK and across the world to improve the lives of donkeys, mules and the people that depend on them. The donkey adoption scheme is an important source of revenue for the charity and Christmas has historically been a key time of the year to recruit new adopters. The adoption scheme allows The Donkey Sanctuary to involve adopters in their work and many go on to support the charity for many years and in many different ways.

For Christmas 2016 The Donkey Sanctuary set ambitious targets for the campaign, wanting to recruit 6,000 new adoptions – 46% of the annual target. Giving a Donkey Adoption as a Christmas gift is a unique way to thrill an animal lover and support The Donkey Sanctuary in their work so we wanted to appeal to both traditional charity supporters and those interested in buying unusual Christmas presents.

why the client was so happy:

The campaign used programmatically targeted display, paid for and organic Facebook posts, programmatically targeted Amazon ads, paid search and campaign content to boost organic visibility. The content not only increased organic visibility for animal adoption searches and searches associated with the charity’s work, but also for gift searches. Specific gifting and charity messages were created for Programmatic activity. Organic and paid for social activity were used to boost the broadcast of the campaign, and attract a varied new audience to the site and social channels.

The campaign targeted look-a-like audiences that matched the profile of existing adopters, those interested in Christmas gifts, supporting charities and animal lovers of all ages. Programmatic re-targeting underpinned the campaign, boosting conversion and organic and paid for social posts helped generate brand awareness.

Content was created to introduce new donkeys to the adoption scheme and to show the value of an adoption as a gift. This was a way to tell The Donkey Sanctuary story, explain the charity’s work while showcasing what a great gift an adoption can be!

The campaign recruited 8,154 new adoptions - 36% more than targeted and a 29% Year on Year increase. Facebook posts achieved a reach of 1,055,151 over 48 days, and generated 6,946 new page likes. PPC using both a companion paid-for AdWords account and the Grants Pro account delivered 22.9% more adoptions than the previous year.

And the campaign success pushed the total number of adoptions exceeded 50,000 for the first time since the launch of scheme in 2013!

We briefed equimedia on a Christmas campaign with two clear objectives, to drive awareness of our cause led work as well as drive a considerable amount of gift led adoptions to maximise our high season. Equimedia packaged up a campaign, wrapped it in paper and put a bow on the top of it. We were delighted with approach to the campaign and search was instrumental in outperforming our tough adoption target.

Elaine Hourihan – Fundraising Manager

Figure 1: Facebook post

Figure 2: Ad placement