Challenge
Revamp the overall approach, timing and channels Society of the Little Flower’s annual integrated Christmas and End of Year campaign. In the previous year, the Christmas campaign had five emails but was sent too early in season and revenue was low. Our team was looking for ways to increase overall campaign KPI’s without an increasing budget.
Solution
To tackle the challenge, we integrated creative assets, messaging, and goals across all channels, aligning efforts for a cohesive campaign. A Christmas cultivation effort with a soft ask replaced an additional appeal, boosting response rates for the end-of-year emails. We adjusted the appeal dates to emphasize urgency around deadlines and the holidays. Paid digital media ads on Facebook, Instagram, and Display were added to engage donors, email subscribers, and website visitors, while a portion of the budget was allocated to test Google Performance Max. This campaign leveraged Google’s vast network, including YouTube, Gmail, and Google Search, to place ads for maximum effectiveness.
Results
In December 2023, we achieved a significant 26.5% year-over-year increase in online revenue—making it the top-performing December to date. Email revenue grew by 39%, driven by higher open and click rates and fewer unsubscribes. Meta ads reached 269.9K people, delivering over 1.2M impressions and 85.8K clicks with an impressive 6.8% click-through rate (CTR). Display ads also performed well, generating 3,113 clicks and a solid 0.24% CTR. The introduction of Google Performance Max further boosted results, achieving a 1.40% CTR across Google’s network. Meta’s influenced 84 conversions from while 325 donors viewed Display ads and went on to make a gift.
