How the Asylum Seekers Centre were finally able to track exactly where donations were coming from and re-focus their marketing strategy
4.41X
ROAS
103
New donors
Really, there were two challenges. The first was the lack of reliable tracking on their subdomain (where donations were made). The second was getting the messaging right for a cold audience.
Before the Asylum Seekers Centre even came on board with us, we set up tracking across all their domains. Because they didn’t know where conversions were coming from or what the cost per conversion was they were, quite rightly, hesitant to increase their ad budget. The team had tried to figure it out, but with each Thank You page URL being unique to each donor, they didn’t know where to put the pixel tracking events.
We used Google Tag Manager to create a conversion so that in Google Analytics and in the Facebook Ads Manager, the team could learn exactly what their current numbers were.
Once we were able to track exactly what was coming from where, we got to work on their Facebook ad campaign.
The Asylum Seekers Centre had developed messaging that was specific to their 2021 Christmas Appeal, and while it resonated well with a warmer audience, it wasn’t clear and educational enough for a cold audience.
We went back to the drawing board and really took a look at the organisation through the eyes of someone who’d never heard of them before.
When we did this we realised we needed to overhaul the existing ad copy and come up with a bunch of new ads that outlined exactly what the ASC does, clearly and simply.
Once we did this, we saw an improvement in their TOF ad campaign. It became clear that people were more likely to be generous and give to the campaign once they knew exactly how their donations were going to be spent.
103 brand new donors and 4.4X return on ad spend.
The Asylum Seekers Centre relies heavily on existing donors to support the good work that they do. But with this campaign, they needed to attract new donors so they could meet their targets.
In the end, their 2021 Christmas Appeal was a success and we are so pleased to have been able to help raise awareness and donations for their incredible mission.
Learn more about their work: visit the Asylum Seekers Centre here.
Want to work with our team to grow your online business? Apply to become a client below.
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A big secret is that you can bend the world to your will a surprising percentage of the time—most people don’t even try, and just accept that things are the way that they are.
People have an enormous capacity to make things happen. A combination of self-doubt, giving up too early, and not pushing hard enough prevents most people from ever reaching anywhere near their potential.
Ask for what you want. You usually won’t get it, and often the rejection will be painful. But when this works, it works surprisingly well.
Almost always, the people who say “I am going to keep going until this works, and no matter what the challenges are I’m going to figure them out”, and mean it, go on to succeed. They are persistent long enough to give themselves a chance for luck to go their way.
Airbnb is my benchmark for this. There are so many stories they tell that I wouldn’t recommend trying to reproduce (keeping maxed-out credit cards in those nine-slot three-ring binder pages kids use for baseball cards, eating dollar store cereal for every meal, battle after battle with powerful entrenched interest, and on and on) but they managed to survive long enough for luck to go their way.
To be willful, you have to be optimistic—hopefully this is a personality trait that can be improved with practice. I have never met a very successful pessimistic person.
Most people understand that companies are more valuable if they are difficult to compete with. This is important, and obviously true.
But this holds true for you as an individual as well. If what you do can be done by someone else, it eventually will be, and for less money.
The best way to become difficult to compete with is to build up leverage. For example, you can do it with personal relationships, by building a strong personal brand, or by getting good at the intersection of multiple different fields. There are many other strategies, but you have to figure out some way to do it.
Most people do whatever most people they hang out with do. This mimetic behavior is usually a mistake—if you’re doing the same thing everyone else is doing, you will not be hard to compete with.
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