Blue State partnered with the Movember Foundation to accelerate and run their global digital fundraising programme, ultimately driving fundraiser signups and raising money. As fundraisers and donors had historically been acquired via email marketing and referrals, at Blue State, we were excited to explore acquisition through a blend of social and programmatic advertising.
Targeting a specific demographic
To understand who we should focus on reaching, we conducted a deep analysis of Movember’s donors and signups from the past four years, looking at fundraising averages by gender, product and market. We then broke out audiences even more granularly to understand the differences between our high-value, low-value and inactive audiences.
This enabled us to understand the value of signups after the point of acquisition. We didn’t just want to secure cheap conversions — we wanted to understand how valuable those conversions would be in the long run and weigh our investment accordingly. Because of this, we were willing to run media at a higher cost in order to acquire high-value fundraisers who will stay with the organisation for years to come.