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National Youth Orchestra
Driving Regular Givers through lead generation
The National Youth Orchestra (NYO) had a clear objective, to grow its community of regular monthly donors by generating high-quality, opted-in telemarketing leads.
They had previously run lead generation campaigns, however their existing paid media strategy was struggling to deliver cost efficient leads. The high CPL (cost per lead) was unsustainable and limited their ability to scale.
Our partnership with NYO began with a digital audit of their previous lead generation activity. We identified some key improvements across creative messaging, campaign setup, and management practices.
Hynt delivered a creative ideation session with the NYO team, allowing us to immerse ourselves into the mission and translate their core values into audience-facing messaging to test on Meta.
We developed two creative routes for testing:
Unlocking Potential
This message focused on the individual transformation provided by NYO. It highlighted how, despite inequality limiting access, NYO's programs build essential life skills, nurture personal growth, and empower young people to unlock their full potential through music.
Access to Music
This route addressed the broader social challenge. It spoke directly to the threat of budget cuts, asserting the belief that every young person, regardless of background or finances, deserves access to the transformative musical experiences NYO offers.
What we achieved
We delivered an average opted in telemarketing lead at a Cost per Lead (CPL) of £1.89. That's over 76% cheaper than their previous campaign results.
Around 8% converted to regular givers after calls from the agency Return Fundraising, delivering a Year 1 ROI of 1.33.
We also worked alongside Social AF who oversaw content moderation and nurtured on-post conversation for the ads. Every comment or query from a potential supporter received a real, human response.
Their active and timely moderation prevented negative comments from derailing the narrative and reinforced the credibility of the campaign - which is incredibly important in this post truth era!
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