Bespoke segmentations drove 39% increase in website traffic

Overview:

A charity which advocates for inclusion and participation in women’s sports were launching their latest fundraising campaign. They wanted to know how they could maximise exposure of the campaign to the right audiences and understand what messaging would resonate with each audience. Starcounts profiling of existing donors and lookalike insights were activated across Meta social platforms and resulted in a 39% increase in click-through rate vs BAU targeting and messaging

The Challenge:

This charity were launching a new campaign designed to get people to donate to key initiatives. They needed to understand how best to communicate information about their cause. They also wanted to know how they could resonate with different audiences and encourage donations through their website. 

Objectives and Approach:

Using our social data we were able to create a bespoke segmentation on this charities supporter base. We profiled the segments based on their interests and other charities and brands their supporter base engaged with. Starcount then created targeting recipes to use across paid social.  Each segment was mapped to key campaign messaging and content, based on what would be most relevant to them and be most likely to encourage them to donate.

Results:

Our data was able to aid in the 39% increase in click-through to the charities website vs BAU social targeting

Quotes:

“The quality of insight the team produced for us in 2021 has been invaluable for our fundraising strategy.” – Head of Fundraising