Agency: Qendar - RappArgentina
Objectives
To generate leads via Facebook post links to feed into UNICEF's ongoing telemarketing fundraising activity.
The cost per lead must be low enough to ensure that the payback period of the entire campaign (including media expense in Facebook plus the cost of the telemarketing) come in at less than 12 months of the donations obtained. (Payback in months is a common KPI for this type of fundraising.)
Strategy
The experience of other nonprofits in Argentina has shown that requesting donations directly online is a losing proposition, because it does not yield enough responses to...