Digital Acquisition, Lottery
The Fire Fighters Charity
Recruiting lottery players at low cost using paid media.
The challenge
How do you attract over 1,200 new charity lottery players with a return on ad spend of 1.45 – and then keep that success going? With a smart ads strategy.
Here’s how we made it happen for the Fire Fighters Charity.
The solution
To create a sustainable lottery programme, the Fire Fighters Charity needed to look beyond face-to-face recruitment. So, they came to us.
We designed and delivered a full funnel Meta ads strategy, including creative testing, which smashed our targets for volume, cost per acquisition (CPA) and return on ad spend (ROAS).
Let’s talk about the funnel
We focused one strand of our content (and a small slice of the budget) on growing awareness of the charity and building engagement.
The rest, we invested in driving conversions using donor lookalikes and Meta’s Advantage+ targeting to find the right people.
What creative testing did we do?
To recruit as many players as possible at a low CPA, we tested four creative routes for our ads, built around different motivators for playing the lottery:
The cause
Making an impact
Winning a prize
Aspirational
For each route, we ran a range of different creatives, then focused the budget on the best performing motivators and ads.
The results
The pilot brought in 1,249 new lottery players, at a CPA of £45 – that’s a 55% improvement!
And we achieved an ROAS of 1.45, with a projected year one income of £82,134. So all in all, a major win.
Now, we’re on hand to help the Fire Fighters Charity fine tune the model and refresh their creative, so they can keep getting standout results.
“With a small team, getting the right partners who can work alongside us and help build the right foundations has been vital.
Hynt have gone above and beyond to review aspects of our work, like tracking and donation pages… And in their core delivery are smashing some targets for lottery and providing detailed strategic approaches and insight.
They have been a total joy to work alongside. I wouldn’t hesitate to recommend them.”
Guilliana Castle – Head of Individual Giving and Supporter Care, The Fire Fighters Charity