LBDigital’s Data enables M+R’s client to increase their reach by 24% and reduce their CPD (cost per donor) by 8% on Facebook

Since 1991, M+R has been an active leader in many of the biggest movements, breakthroughs, and victories on behalf of people and the planet. As part of their work, they build and run campaigns across search, social, display, and other channels which are seamlessly integrated into their clients' fundraising, advocacy, and electoral programs to identify, engage, and convert supporters.

Since 2015, LBDigital has been providing M&R clients with data onboarding and audience segmentation services. In September 2022 M+R approached LBDigital on behalf of one of their nonprofit clients for data consultancy support in their marketing campaigns. The charitable organization’s goal was to recruit new donors who cared about the environment. 

Conscious of the niche nature of their target audience, LBDigital recommended two types of data segment: one was our proprietary “Environmental Wildlife Donors” dataset and another was a custom audience built using keywords, including wildlife, forest service, environmental donor and animal habitat.

As for the campaign execution, we recommended a full-funnel approach. For the top of the funnel, M+R ran a display campaign in December 2022 on Yahoo inventory. This created brand awareness and drove users to learn more about the charitable organization’s goals and activities. For the bottom of the funnel, Facebook was identified as a channel for lead generation using LBDigital’s digital data segments. 

Results

The display campaign on Yahoo proved to be an excellent choice for brand awareness and consideration. Not only was the charity, via M+R, able to deliver 24M impressions and a low CPM of $0.17, they were also able to achieve a respectable CTR of 0.24% which helped to drive users to the charitable organization’s site.

With regards to the donor acquisition effort, on Facebook the charity, via M+R, was able to achieve a CTR of 1.4% and saw a high level of new donors, reducing the prospecting CPD (cost per donor) by 8%. It also drove the highest annualized return on ad spend of the charity’s prospecting audiences. 

LBDigital believes in a test and learn approach and, even though the charitable organization had already seen positive results in their first campaign, we were keen to drive even better performance. We therefore recommended some changes to the data segments. These included continuing to use our “Environmental Wildlife Donors” dataset but filtering by household income and multi donors to reach people who were more likely to spend more. In addition, for the custom audience, we increased scale and reach by expanding the number of keywords.

After tweaking the segments according to LBDigital’s recommendations, the charity saw their Facebook campaign yield even better results. LBDigital’s segments drove twice the donations and reduced their cost per donation by $184.

Future Campaigns

Given the level of success they have seen, the charitable organization, via M+R, has signed an annual contract to continue using LBDigital data. LBDigital continues to optimize the audiences on an ongoing basis to improve upon past results.  

Amy Benicewicz, President of LBDigital, commented, “We are delighted to be working with M+R and their charity client on their donor campaigns. The fact that they have already seen success in these first campaigns is fantastic news and we look forward to working as a trusted data partner in future campaigns.”

Rose Whitney-Eliason, Senior Digital Ads Manager at M+R, commented, “We have been very pleased with our decision to partner with LBDigital. Their expertise in audience building has been apparent from the beginning. In a time where finding the best pool of prospects is harder than ever due to changes in the industry, LBDigital has enabled us to have more confidence in our ability to efficiently and effectively scale our program.”