Social Blue has provided a vital service to us in generating a reliable and regular pipeline of cost effective acquisition leads for our regular giving program through new social media sources. Coupled with increased retention from these donors, this has generated a superior return on investment for us, compared to alternate digital lead sources, whilst providing valuable national promotion of our brand.
Trent Osborn General Manager Fundraising & Community Engagement, CareFlight

Business Objective

By using a petition in Australia, CareFlight collected as much signatures possible with a unique Facebook campaign, executed by us. In this way they were able to expand the donor database with 3101 donors over a 19-month period.

Careflight's mission

CareFlight’s mission is to save lives, speed recovery and serve the community by providing the highest standard of rapid response critical care by air.

NGO Objective

Potential monthly donors

We successfully used Facebook advertising to recruit regular donors for CareFlight, by delivering large volumes of high quality telemarketing leads, that are being measured from click to actual conversion by call centre Unity4.

We needed to make sure that our optimization was 100%. So together with CareFlight and Unity4 we created a funnel measurement method, where we could measure the travelled path by the target audience, from ad to actual conversion into a regular donor.
Bart Kramer Director of Sales at Social Blue
Business Solution

Keep careflight in the air

CareFlight wanted to let the target audience sign petition to “keep CareFlight in the air.” This campaign let people sign the petition and leave their details in order to keep up-to-date about CareFlight, and also being called one time with the request of becoming a regular donor.

Facebook tactics

Smart audience targeting & lookalike audiences

We created a campaign for CareFlight with the goal to gather signatures for a petition. CareFlight worked with us to create the perfect landing page for the best conversion results. Thanks to custom lookalike audiences, the ads were targeted to Facebook users with interests similar to existing CareFlight donors.

Key Results

The results of this campaign exceeded expectation. The target audience of women from 55 years old is easily reached and engaged by Facebook ads. On top of that, the ads and positive comments created quite a bit of free buzz around the brand CareFlight. The key metrics: