DRIVING SOCIAL EVENTS

Tactical Facebook marketing drives event registrations

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Retargeting strategy increases conversions

6,000+ social actions

+126% gross income

Since 2011, the Community Fundraising team at Mind has developed a number of mass participation activities. With Christmas being a key time for community fundraising, Mind launched their Crafternoon events in 2014 as an evolution of their existing events that gathered individuals together to hold an afternoon of crafting.

Taking time to get together with family, friends and/or work colleagues in a fun and relaxing way to make crafts (greeting cards, decorations, other gift items) is a simple way to raise awareness of Mind as well as funds.

why the client was so happy:

The results from the 2014 Crafternoon campaign generated high levels of enquiries through Facebook. It made sense that Facebook should be the focus for 2015. However, we did one extra thing which made a huge difference to the conversion rate: we incorporated a retargeting strategy.

Having identified key target audiences from profiling previous activity, we were able to overlay data to find similar audiences. By continually adding to the target audience pool, we significantly increased the number of event enquiries and social interactions.

The targeting didn’t stop there though. Once people had expressed an interest in holding a Crafternoon event, our follow up messaging ensured these events were registered. By encouraging registrations, people showed a level of commitment not experienced the year before, which increased the money raised for Mind by 126% year on year!

We had a really successful inaugural campaign, so with equimedia on board this year we had high hopes for even better results. The team did a great job exceeding all our expectations.

Maria Healy, Senior Community Fundraising Officer, Mind

Figure 1: Facebook sponsored post

Figure 2: Facebook re-targeting ad