A CASE STUDY
In This Together is a non-profit organisation based in the USA.
Their strategy is to harness and combine the distinctive powers of other small and specialized NGOs to create a force for change more powerful than the sum of each of their parts.
To achieve this will require
Partnering with multiple specialised NGO's
Enlisting 5 million 'problem-solving' Americans, and using their votes and spending power to lift up 'problem-solving' politicians and brands committed to fixing the environment and democracy.
We were hired at the start of the COVID-19 pandemic to launch the project, manage their digital marketing and project manage the growth of the organisation online.
Create a social media presence and start engaging with other organisations and their followers
Use content marketing to drive traffic to the website and increase awareness
Advertise pledge campaigns to onboard members into our email and donation funnels
Manage and maintain the members using email marketing
Utilise the Google Ads Grant to drive google traffic to our website
Devise and develop future campaigns for large donors to back
In This Together would 'launch' the organisation, and a book called 'In This Together' written by the co-founders, on 4th July 2020 with a pre-recorded event on YouTube Live.
During this time we have very little access to social media advertising due to the buildup of the 2020 US presidential election and ad's relating to politics being partially/completely banned by some platforms.
By the time of launch, after 2 months of our contract and having spent $1300 on various advertising campaigns, we had generated:
Social Media Followers
In March 2021, Facebook lifted their ban on advertising for politically motivated organisations.
We could now begin running ad campaigns to increase our member list. Our plan was to:
Have people 'pledge' to be part of the solution to environmental and political initiatives
Segment members into email marketing groups and subsequent customer journeys based on their pledge subject (i.e. environmental vs political)
Continually test the audiences with email campaigns
Build a 'probable donor' list of the members that we could reach out to for monthly contributions in future campaigns
We ran multiple advertising campaigns on Facebook between 1st April - 1st November 2021.
New Facebook Followers
Subscriber conversion rate
*one visitor can perform more than one action/sign one pledge
In June 2020, In This Together decided to purchase 6000 email subscribers from Care2, a large network of socially conscious users. All other subscribers have been obtained through JJM's marketing initiatives.
Because different subscribers would funnel in through different campaigns (i.e environmental vs political) we built complex email customer journeys to test each audience on their preferred campaign topics, how they would react to the other campaign topics and willingness shown to donate.