Case Study: Lupus Foundation of America

How do you raise funds to fight a disease?

The Challenge

The Lupus Foundation of America is on a mission to end the brutal impact of lupus. They needed a fundraising strategy to meet their ambitious 2018 end-of-year goals.

Markets & Services

Audit

Driven by data

We began our partnership with a thorough audit of the Foundation's past end-of-year fundraising activities. This was an opportunity to apply previous learnings, review past campaign creative and redefine their approach to messaging tactics. Based on what we learned, we moved them towards emotional storytelling and urgency-driven messaging.

Strategy

Coordinate your efforts

Guided by insights from our audit, we built a fully coordinated end-of-year strategy that includes concept messaging, a robust email schedule and paid media tactics. On the email side, we recommended a more aggressive approach to scheduling and urgency.

paid search

Maximize search

By implementing an always-on paid search strategy starting on Giving Tuesday and extended through December 31, the Foundation constantly showed for queries around its own brand as well as other non-branded searches for lupus-related giving. Staying at the top of search results on relevant searches helped the Foundation see nearly 9X return on revenue from its search investment.

paid social

Find your audiences

To get in front of donors who may not open emails, we targeted the Foundation's email audiences on Facebook with tailored messaging that encouraged them to give. We also invested in key moments like Giving Tuesday and the last three days of the year to create urgency and generate a 169% return on ad spending.

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