Driving Impact: A Multi-Channel Approach to NFP Tax Appeals

We’re passionate about helping Not-For-Profit organisations amplify their impact, and nothing demonstrates this more clearly than a successful fundraising campaign. Recently, we had the privilege of supporting a client in the family support sector with their crucial tax appeal, leveraging a multi-channel digital marketing strategy across both Meta Ads and Google Ads. The results? A fantastic example of how targeted, evidence-based campaigns can truly move the needle for NFPs.

We focused on getting the right message to the right people. This particular organisation has a great brand and is very well-known within specific geographic areas. They already had a strong, clean list of engaged supporters via email, so our goal was to engage with a new potential supporter base, as well as re-engage with their audience, keeping the organisation top-of-mind during a busy period with many NFPs competing for airtime.

For the ads on social media platforms like Facebook and Instagram, we saw a lot of interest and people taking action (like making a donation) in specific geographical areas. For example, in one area, a remarkable 63.59% of people who saw our ad actually clicked on it. This showed us that our ads were really connecting with the right audience and that the designs and messages were working well. In another locality, the ads were incredibly efficient with their budget, achieving a very high click-through rate of 92% and a low cost of just $2.97 for each click. These strong results came from combining clear, relevant messaging with optimised ad structures. We’re already planning how to use these successful approaches in other areas for this client in the future.

At the same time, our ads on Google Search also delivered a strong performance. When people searched for specific terms related to our client, they were very likely to take action, leading to a strong 35.9% of people completing a goal, like signing up for a newsletter or making a donation. This really confirmed for us that it’s important to make sure our client is easily found when people are searching for them, and that we put our advertising budget towards those highly interested searches.

This integrated strategy allowed us to connect with potential supporters where they were most engaged, whether scrolling through social media or actively searching on Google. By continually optimising budget allocation, testing new ad messages and designs, and refining keyword targeting, we ensured every dollar spent worked harder for our client. Seeing these kinds of results makes our team incredibly proud to support the vital work that NFPs do every single day.