CAFOD
Search marketing boosts seasonal charity fundraising campaign
Date: March 2009
Pay per click | search engine optimisation | affiliate marketing
Using a range of digital performance media we achieved an overall return on investment of 7:1 for CAFOD
“We found Coast Digital’s approach refreshingly honest & results-focused. Selecting the appropriate digital channels for us was crucial. Coast Digital drew on their considerable experience of the charity sector & delivered fantastic results for our seasonal campaign.” Maddy Eastwood, Direct Marketing Manager, CAFOD.
Challenge
- World Gifts is a range of alternative gifts providing fundraising income for CAFOD.
- The market is highly competitive; every charity runs a seasonal campaign.
- To raise awareness, donations & grow revenue outside of the existing supporter base.
- To increase market share & revenues: ROI target for campaign set at 3:1.
- Find new donors & grow contribution from the online channel to CAFOD.
- To broaden keyword base in search ensuring CAFOD World Gifts ranks in searches for charity gifts.
Solution
- Develop a digital strategy using a range of performance media.
- An integrated, media-efficient search campaign; with tactical use of PPC; recognition of where affiliates can add value; & development of SEO targets.
- Track & understand online donor behaviour & possible triggers.
- Develop a deeper understanding of success metrics to enable optimisation.
- Reach new prospects using a variety of performance media.
Results
- The campaign delivered a new donor base, with 70% of donors new to CAFOD.
- ROI from paid search was 8:1, with an 11% click-to-sale conversion rate.
- Achievement of a high level of impact in natural search in a very short space of time; ‘charity gifts’ has gone from nowhere to page one in Google.
- Affiliate marketing delivered an ROI of 8:1. Key affiliate partners identified which will continue to deliver incremental income.
- Due to excellent results and their solution-led and collaborative approach CAFOD are continuing to work with Coast Digital.
