Habitat For Humanity: Using Social To Raise Money & Awareness

by | Dec 1, 2020 | case study

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THE GOAL

Habitat for Humanity of Snohomish County is a nonprofit organization that brings people together to build homes, community and hope. Their vision is of a world where everyone has a decent and affordable place to live. We are so happy to be a part of this mission and play a part in bringing awareness and traffic to support this amazing cause. Recently, Habitat for Humanity hosted their 4th annual Raise the Roof Fundraiser. They enlisted Socialistics to run ads driving to a landing page where users could donate. 

THE STRATEGY

With the goal of donation in mind, we created an ad strategy that targeted users who were likely to donate once on the landing page. This audience included interests such as: nonprofit organizations, Habitat for Humanity, charitable organization, and fundraising. We narrowed the age bracket to ages 35-65+ as we found previously that older demographics typically donate online more frequently. The geographic location was the entirety of Snohomish County. We optimized for link clicks and drove users to a specific landing page which hosted a Raise the Roof video and a place to donate. 

THE AD RESULTS

Traffic

For the traffic campaign, we drove 315 link clicks to the landing page at a cost per link click of $1.59. We reached over 10,000 users and had 72,100 impressions. In total, we helped Habitat for Humanity raise $52,321 for their Raise the Roof Fundraiser. You can view the link clicks over the duration of the campaign below. 

Joanna Bresson
Joanna Bresson

Joanna is a paid media strategist for Socialistics.