Case Study
Smarter Lead Gen Strategies That Fuel New Donors (& Fast!)
Recently, No Kid Hungry’s acquisition program faced a crossroads. Traditional lead acquisition buys through co-ops were expensive and slow to convert. Base costs on direct-to-donate acquisition kept creeping up, leading to a higher cost to acquire donors. With only a few months left before Giving Tuesday, the usual tactics weren’t cutting it. No Kid Hungry came to Further to develop a bold, innovative strategy that could acquire qualified leads efficiently and convert them to new donors.
Client
No Kid Hungry
Program
Lead Generation
Non-Profit Category
Hunger/Poverty
The Challenge
Recently, No Kid Hungry’s acquisition program faced a crossroads. Traditional lead acquisition buys through co-ops were expensive and slow to convert. Base costs on direct-to-donate acquisition kept creeping up, leading to a higher cost to acquire donors. With only a few months left before Giving Tuesday, the usual tactics weren’t cutting it. No Kid Hungry came to Further to develop a bold, innovative strategy that could acquire qualified leads efficiently and convert them to new donors.
The Strategy
We launched a new lead generation campaign called Lunchbox Notes, an engaging, mission-driven campaign designed to convert new leads to donors quickly. Through paid social channels, users were invited to send a heartfelt lunchbox note to a child heading back to school that year. Upon submitting their note, prospects were immediately directed to a post-action donation form to make a gift. Although this campaign ran for only three months, we prioritized landing page testing to ensure we were optimizing the user experience to encourage maximum donations.
While our primary goal was lead generation to conversion, we took an omnichannel approach with our fundraising communications. By adding additional touchpoints from Email, Digital Ads, and P2P texting, we kept newly acquired leads engaged with No Kid Hungry’s other fundraising campaigns.
The Results
Leads added to No Kid Hungry’s Email file and 500+ new donors within 3 months
More gifts delivered than No Kid Hungry’s prior co-op buys after 12 months, with a 76% better CPA
Better CPA than traditional direct-to-donate acquisition campaigns during the same period
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