Since 9/11, we’ve lost more service members to suicide than in combat. In 2018, Stop Soldier Suicide asked us to join the fight to combat the alarming military suicide rates.
In 2019, we needed a Giving Tuesday campaign that would bring in donations to help us continue this fight.
The biggest challenge we faced was making Stop Soldier Suicide stand out among the millions of nonprofits worldwide and encouraging users to choose Stop Soldier Suicide for their Giving Tuesday donation.
How did we do it?
We Examined Our Current Strategy
- What audience was most likely to donate versus what audience was most likely to fundraise,
- What creative and message worked best,
- And how to best distribute our advertising dollars to get the most “bang for our buck.”
We Got Creative
Next, we had to come up with attention-grabbing ads that would encourage each audience to either donate or create a fundraiser. We knew we’d be competing with millions of nonprofits on the largest day of giving so our ads needed to be able to quickly catch the attention of Facebook and Instagram users and make them want to help us.
We Started Early
We knew Giving Tuesday would be cluttered with nonprofits competing for donations so, we launched our campaign a week early. Once we had our ads ready and knew which audience we would serve each ad to, we released them into the wild. This gave users plenty of time to see our ads and gave us a head start against our competition.
Overall Lift From 2018 to 2019