Before Converted started, Easyfundraising were targeting both supporter sign ups to their service and charity/cause registrations. Together cause signups were identified as the more valuable of the two and certain causes were more popular at getting supporter engagement, and Converted worked on switching to a more cause-focused approach to paid advertising and paid social. We were tasked with developing a performance plan to increase the number of cause registrations whilst reducing the CPA of cause sign ups.

We helped them to identify their top performing/highest value charity sectors and worked with them to calculate their target CPA and sign-up goals. We found that certain causes needed separate campaigns and targeting funnels. With these sectors identified we built a plan to separate these from their current campaign set-up and build them out with their own dedicated campaigns and budget. Using a combination of search, Pmax, Paid social prospecting and retargeting. Each sector was created, then further broken out with it’s own focused targeting and messaging relating to individual sub-sectors within these wider groups. This allowed us to use better audience data, targeting, ad copy, imagery and landing pages to cater more specifically for each charity type.