Utilizing Facebook Ads for Nonprofits To Find Fostering and Adoption Opportunities

EXECUTIVE SUMMARY

Case Study: DePelchin Children's Center

We partnered with DePelchin Children’s Center to generate community interest in becoming foster or adoptive parents. Our strategy consisted of campaign development, audience research and testing, and ultimately, digital advertising utilizing Facebook ads for nonprofits and Depelchin’s Google Ad Grant:

1
Audience Discovery

2
Collateral Development, including Facebook Ads

3
Campaign Launch & Optimization

Through our targeted advertising on Facebook and Google Ad Grants, we collected over 1,500 leads - connecting DePelchin with families interested in fostering and adoption.

1,500

Foster/Adoption leads

60%

Increase in foster and adoption leads over previous year

37%

Site traffic growth over one year

Strategy

Discovery & Analysis

Before we can achieve a client’s goals, we need to know the lay of the land. Our discovery process allows us to assess existing efforts, successes, and opportunities before we dive in.

Captivating Words & Images

Powerful work deserves powerful communications. Copywriting, infographics, email headers, landing pages—the list goes on—all help you move communities toward organizational goals.

Multi-Touchpoint Campaigns

Momentum matters. When we need supporters to take action, we strive to meet them where they are—on their twitter feed, in their inbox or chatting with their friends.

Implementation

  • Audience Discovery

    Incorporating insights from a kickoff call as well as previous DePelchin assets, we focused the preliminary campaign on three target audiences: Parents, Religiously Motivated Individuals, and Nurturers. Upon further exploration, we added a Lookalike Audience and Social Services into the mix while targetting our Facebook ads. In Q1, we added same-sex couples and remarketing audiences based on DePelchin foster care page visitors.

  • Collateral Development

    To coincide with the campaign launch, we advised on custom landing page creation for target audiences and developed corresponding images for social media. Landing page recommendations focused on creating different messaging to test language effectiveness in capturing qualified leads based on target audiences.
    We developed four visual collaterals to inspire people to get more information about becoming foster/adoptive parents. In future quarters, we advised on one minute videos featuring foster and adopt families telling their stories.

  • Campaign Launch + Optimization

    By continually comparing targets, ad copy, collateral and landing pages, we utilized Facebook ads for nonprofits to elevating the most effective elements. Optimization included the addition of a remarketing pixel to enable retargeting on Facebook ads to people who had already seen one of the foster care landing pages, but had not yet signed up to receive more information.

Here are some big numbers.

15%

Decrease in acquisition costs

74,300

Website visits

825,810

Impressions

Ready to drive growth and impact through digital strategies?

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