MEDIA: Facebook & Programmatic
Crisis is a UK national charity for homeless people, aiming to end homelessness for good. The charity helps people directly out of homelessness through education, employment, housing and well-being centres.
The iconic ‘Crisis at Christmas’ campaign has run since 1972 helping Crisis provide warm meals, shelter, support and companionship, with the aim of helping homeless people take their first steps out of homelessness.
increase in donation revenue
increase in ROI
2017 vs 2018
increase in donations
2017 vs 2018
Christmas is a key fundraising time for many charities. And while Crisis’ campaign is well known, its digital campaign needed to cut through a crowded period in fundraising.
Homelessness is not going to go away, and it was important that this campaign made a big impact reaching a wider audience to provide the necessary funds to help people out of homelessness.
upriseUP implemented a campaign with a strong social element. Using Facebook, we focused on highly targeted audiences based on key supporter profile data.
We utilised a test and learn approach, constantly fine-tuning audiences and analysing the data to optimise performance. This resulted in large numbers of people sharing our ads and spreading the ‘giving’ message.
For our Programmatic activity we selected a transparent Demand Supply Platform (DSP) enabling us to help direct optimisation of the advertising activity.
The campaign was a huge success.
In 2017 the cost per acquisition (CPA) was £27 and a new target CPA was set for 2018. The overall CPA achieved was £18.
Facebook’s CPA target for 2018 of £21 and we achieved a CPA of £9.
With a similar spend on the campaign 2017 vs 2018, we saw a significant increase in donation revenue – more than doubling the profit (donation revenue after costs).