Power to Change
Brief: To raise funds during Christmas and generate brand awareness featuring all eleven ministries
Big Idea: Christmas Village
Result: 61.98% in campaign ROI, 263.29% in direct mail ROI and an overall increase in web traffic and social media engagement with 990 average weekly engagements via Facebook.
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Return on Investment
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Best Channel ROI
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Weekly Engagements
Campaign Performance
Campaign ran from October to January
Website sessions
- 814 returning visitors
- 966 new visitors
- 1242 using desktop
- 157 using tablet
- 381 using mobile
Traffic
- 3.31% Organic search
- 9.72% Social media
- 56.8% Direct
- 21.12% Referral
- 9.04% Email
Social Media
- 27,267 Facebook likes
- 1585 Twitter followers
- 585 Pinterest followers
- 172 Instagram followers
- 670 Linkedin followers
Channels
- Gift guide and acknowledgments
- Direct mail
- Acknowledgment letter insert
- Christmas cards and calendar
Web
- Corporate website
- Christmas subdomain
- Social media
- Blog
- Video
- Campaign graphics and freebies
- Phone campaign
Advertising
- Mobile ads
- Radio ads
- Church strategy
- Building displays
Corporate Communications
- Ministry leaders
- Fun staff promotion
- Staff appeal
- Staff advertising packages