IPPF charity -
paid ads on social and search
A micro budget project for an international charity to discover what audiences to target for digital ads and outreach
The International Planned Parenthood Federtion, or IPPF, is an international charity foundation that champions sexual and reproductive health and rights for all, especially the under-served.
They partnered with CFD to find a way to attract donations and email subscriptions, the goal being to use digital to extend their reach over the course of three months. At the end of the three months, CFD trained their internal team to manage ads using the audience CFD had discovered would best respond to their ads. Three months was not enough time to develop a good funnel for donations, but was ample time to discover what audiences would be interested in learning more about IPPF, getting them into the funnel for further touchpoints that could then lead to donations.
Facebook was chosen as an ads platform due to its available targeting methods, which can accurately determine people interested in donations, charity, sexual and gender equality, women’s rights, feminism, sexual healthcare, etc. It stood to reason that through targeting, we would be able to find people interested in both making donations and subscribing.
Charity organizations should lead by example, which is why we decided to base advertising creatives around photos and videos of IPPF activities around the world with texts focused on how people could support IPPF. The best performing creatives were those that motivated people to subscribe or to donate – and were images or videos that showed the IPPF team in action around the globe.
We used those keywords alongside dynamic ads based on several headlines and descriptions but focused on calling people to support IPPF’s mission.
Ads on each platform were intended to run for a month and a half each.