legacy fundraising and the digital frontier · agenda baby boomers –what do we know and why do...
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Gifts in WillsUNICEF Australia
Legacy Fundraising and the Digital Frontier
Melanie VergesSenior Manager, Legacy Fundraising at UNICEF Australia
Track supported by
About Melanie-originally from the Southern East Coast of the US-been a Sydney Sider for just over 3 years-10 years in fundraising, 6 in Legacy Fundraising-dog, Mandy-loves to cook, read, and trivia nights
About UNICEF Australia-work in 190 countries, top humanitarian organization-founded in 1946 after WWII to help displaced children
UNICEF Australia was established 1966.
Work with Government• Support Government’s efforts to create policies• Hold the Government accountable for its responsibility to
implement the UN Convention of the Rights of the Child • Bring issues in the lives of children and young people to the
attention of policy-makers in order to bring about change.
Work with Youth & Communities• Consulting and educating children about their rights
Agenda
❑ Baby Boomers – What do we know and why do they matter?
❑ UNICEF Australia legacy campaign – Nostalgia and looking back
❑ TV driving digital – proving TV works with digital
❑ Digital Marketing – examples
❑ Lead Gen ads
❑ Survey and brochure downloads
❑ Creative testing – what worked
❑ Display – what didn’t work
❑ Timeline engagement tool
❑ 2019 campaign plans
What do we know about Baby Boomers?
What do we know about Baby Boomers?
What do we know about Baby Boomers?
UNICEF Australia Legacy Fundraising Campaign ❑ Theme
Nostalgia
Top Line Results from 2018
• -2,322 new supporters added to the pipeline
66375327879
TV ads driving digital activity
Digital Ads on Facebook, Display, Instagram:
Facebook short ad
Facebook ads
Lead Gen ads
UNICEF Australia Legacy Fundraising Campaign ❑ Donor Journey
Supporter
Digital Plans and Delivery❑ For the 2018 Legacy campaign, CPA was 8% less than planned
Digital Marketing Traffic❑ 84% of traffic to the legacy pages was new, 93% of which was driven by our
paid media
Audience ❑ We focused our media on 50+, however, dwell times suggest that there is an
opportunity to engage younger users in overall UA
Lead Generation ads on Facebook ❑ Results improved drastically when we introduced Lead Generation
Lead Generation ads on Facebook
Lead Generation ads on Facebook
Lead Generation performance❑ Lead Generation out performed Click Through in volume and efficiency
Survey Traffic on webpage❑ Traffic to webpage strong, conversions not
Legacy brochure downloads
Creative Testing❑ We improved and maintained our CPA with new creative testing
Creative Testing❑ Original Slideshow
Creative Testing❑ New Slideshows brought down CPA
Creative Testing❑ Video content polarizing, but kept CPA by spending with top performers
Display Advertising ❑ Display retargeting did not deliver on KPI’s
2019 – Digital Engagement Tool: The Timeline
2019 – Digital Engagement Tool: The Timeline
2019 – Digital Engagement Tool: The Timeline
2019 Campaign Plans
UNICEF Australia
Melanie VergesLegacy Fundraising Manager
0246 257 390
Connect with me on LinkedIn!