Mini Digital Fundraising Easter Campaign
I worked with Magic Breakfast to deliver this week-long mini campaign which was Easter-themed.
Magic Breakfast provide school breakfasts across England and Scotland, as well as campaigning to help more children access free school breakfasts.
The aim of this project was to increase direct debit and cash donations over the Easter period.
The Social Media Adverts
These adverts ran for a week on Meta, specifically targeting people with religious or christian interests. These adverts were tweaked on a daily basis to improve performance.
Ad 1
This advert directly compares the average cost of an Easter egg, with the amount of school breakfasts that could be provided for the same price.
This advert performed the best on both Instagram and Facebook, as well as garnering the most comments on these platforms.
Ad 2
This advert directly called for people to donate the cost of their Easter Egg.
This advert perfomed well on Instagram, but was turned off on Facebook as it underperformed.
Ad 3
This advert highlighted the problem of food insecurity and simply mentioned Easter as an opportunity to donate.
This advert had the weakest performance on both platforms.
The Email Campaign
The email campaign also encouraged people to donate the cost of an Easter Egg, but gave a range of prices and a range of Easter eggs as examples.
This email was sent to over 23,000 engaged contacts across Good Friday and Easter Saturday.
Just under 40% of people who clicked chose the ‘Extra Large Easter Egg’ donation, 24% chose the ‘Medium to Large’ size, and 4% chose the ‘Small Egg’ option. The rest clicked the ‘Donate’ button at the top of the email.
