Different target groups
The four campaigns were aimed at a range of 8 different target groups. For example people:
- Who had previously visited the Facebook page for Mercy Ships or their website
- With an interest in charitable causes
- Who fit the profile of donors and were Facebook fans of Mercy Ships
We also developed different advertisements for each campaign to see which photos or copy worked best.
We scheduled two weeks to test the 4 propositions. Immediately, we had a clear winner. The budget was divided in half and we extended the test period by a week to make sure this was the best idea. This ensures Facebook is more conciencious in the selection of who sees the advertisement and resulting in cheaper and better qualified leads.
Proposition 1 was the clear winner. We utilised the Facebook form that automatically enters the subjects details ensuring we had a phone number. This way we could telephone at least 95% of the people. In addition, proposition 1 also had the lowest costs per phone lead. Often the cost per phone lead is higher than the cost per signature/response because only 40%, or less, opt in.
The monthly giving “pledge rate” – the percentage of people who, over the phone, said they would become a monthly donor– for the whole campaign (all 4 propositions combined) were high, but the pledge rate for proposition 1 was even higher.
The next step is to roll out proposition 1 as a full campaign with more testing.