Best Non-profit Social Media Campaign

For nearly 100 years, the American Heart Association (AHA) has been fighting heart disease and stroke and striving to save and improve lives. In preparation for Q4 fundraising efforts, we developed an omnichannel campaign to re-engage inactive donors, prospects, and youth market supporters.

The campaign's consistent and personalized informational messaging across all audiences, channels and devices reactivated 38% of the inactive audience in time for AHA’s yearend fundraising campaign. Interactive content like “Fierce-5 Minute Movement Break” and “My Life Check” helped generate a 30% increase in CTR compared to last year’s reactivation campaign.

Facebook stood out as top channel for re-activation. The campaign utilized a variety of formats including image, poll, and collection ads to engage users within the custom audience. The two-question poll ad was the top performer with a 433% increase in CTR compared to previous Facebook re-engagement efforts.

Lastly, engagement with banner and native ads outperformed industry benchmarks by 133% supporting the campaign’s reactivation goals as well as increasing AHA’s remarketing efforts.

Contributors:

VP, Donor Experience & Executive Lead:	Rebeca Johnson
Director, Integrated Annual Campaigns:	Brenda Butler
Director, Direct Response :	Sherry Minton
Direct Response Project Manager:	Kelly Collins
Director, Direct Response and Peer-to-Peer Fundraising:	Josh McLemore
Executive Broker:	Lauri Simone
VP, NPS Digital Solutions:	Amy Braiterman
Sr Account Director:	Alicia Tornincaso

DATA AXLE

Location: USA