National Parks Conservation Association Year-End Campaign

EXECUTIVE SUMMARY

Case Study: National Parks Conservation Association

National Parks Conservation Association is the voice of America’s national parks, working to protect and preserve our nation’s most iconic and inspirational places for present and future generations. With nearly 1.4 million members and supporters beside us, we work tirelessly to defend national parks — whether on the ground, in the courtroom or on Capitol Hill.

The Challenge:

While we work with NPCA year-round to raise awareness about their work and engage their audience, year-end is a crucial time for them to fundraise on social and through paid search despite the increased competition over the crowded holiday season. Their goal for YE 2019 was to test and try new platforms—while having a positive Return on Ad Spend.

The Strategy:

To support Year-End fundraising, we launched a paid media campaign that leveraged Facebook and paid search ads. Our campaign strategy was a tiered approach and broken into 3 phases: a double match, a Giving Tuesday match, and a triple match. This allowed us to capitalize to leverage issue area content, while still capitalizing on urgency and timeliness.

In addition to our tiered approach, we had a clear testing strategy that would allow us to test personalized creative for each audience—allowing us to narrow down the winning combinations throughout the campaign to increase performance.

During the campaign, we relied on our weekly data to tell us which platforms and audiences were most successful in giving us the best ROAS and put our budget towards that. This allowed us to quickly reallocate resources between platforms and audiences on a weekly basis.
Lastly,

Overall, the key to success was closely monitoring the campaign throughout the Year-End season and shifting towards best-performing units in a timely manner based on the data. We hit our initial goal of at least an even ROAS the day after #GivingTuesday, with almost a month left in the campaign!

We generated $214,173 in donations for NPCA, increasing donations by +215% YoY.

22.18

ROAS through paid search, resuliting in $198,648 - a 265% increase year-over-year

24%

increase in donates generated through Facebook, resulting in $15,525 with a ROAS of 1.41

206%

the percentage our ROAS of 10.71 surpassed our goal

Implementation

  • Four-prong Campaign Approach

    Track Often: We created a daily analytics tracker in order to identify optimizations based on data trends through the course of the campaign.

    Follow the Data: Based on the data we were dynamic and flexible with our budget by reallocating media spend to the audiences and platforms that had the most momentum.

    Test Everything: We tested 9 audiences across Search and Facebook in order to identify which targeting combinations would give us the highest ROAS.

    Plan Accordingly: We separated the creative for the campaign into phases, which allowed us to capitalize on urgency around matches during the campaign.

Results

To support Year-End fundraising, we launched a paid media campaign that leveraged Facebook and paid search ads.

We generated $214,173 in donations for NPCA at a ROAS of 10.71 surpassing our goal by 206% and increasing by +215% in donations YoY.

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