Case Study
Creative that Converts
When Women for Women International began to scale their response to the crisis in Palestine, we saw an opportunity to pair our proven fundraising tactics with our team’s bold creative thinking to stand out and raise critical funds for their program in the West Bank.
Client
Women for Women Int'l
Program
Compelling Creative
Non-Profit Category
International Relief
The Challenge
In recent years, scaling efficiently on Meta has grown more difficult for many non-profits, with reduced targeting granularity leading to higher CPAs and less efficient results. For Further’s international relief clients, finding ways to cut through the noise during a humanitarian crisis is more important than ever. While Search has remained a steady performer, Meta’s declining efficiency called for a fresh creative approach.
When Women for Women International began to scale their response to the crisis in Palestine, we saw an opportunity to pair our proven fundraising tactics with our team’s bold creative thinking to stand out and raise critical funds for their program in the West Bank.
The Strategy
Drawing from our deep experience in the international relief space our creative team worked with the Women for Women International team to develop a Meta campaign that could disrupt crowded feeds and generate much needed relief funds. We landed on a creative direction inspired by urgent news coverage; leveraging news headline and broadcast-style visuals to convey the gravity of the need and capture attention quickly. The result was a suite of Meta ads that felt timely, serious, and impossible to scroll past.
The Results
This creative strategy paid off. The West Bank campaign alone exceeded our November and December revenue goals combined by 18%. This success underscored the value of pairing bold creative with smart, data-informed strategy.
More broadly, our creative strategy has contributed to a significant improvement in Meta performance. Across Women for Women International’s Meta campaigns, overall last-click CPA in 2024 came in at half of our goal (that’s a good thing!) and is significantly outperforming peer benchmarks. As we continue to iterate creative variations and optimize based on performance data, we’re seeing strong, sustainable results in a challenging fundraising landscape on Meta.
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