Due to the COVID-19 pandemic, many blood centers were forced to cancel mobile drives held at high schools and colleges, causing a drastic decrease in total blood donations, many of which came from donors under the age of 25.
While our client had been utilizing hyper-targeted campaigns to reach specific custom donor audiences with Facebook and Instagram ads, tele-recruitment, and texting, it was still challenging to engage that younger segment of donors that seemed to have all but disappeared. Based on donor channel preferences, the majority of donors engaged with their existing campaigns were age 30 and above.
To increase the visibility of our client's message to a younger donor demographic, a Snapchat campaign was launched. Fifty-nine percent of all U.S. internet users aged 13 to 24 use Snapchat, so we hypothesized that this channel would be more effective at engaging and driving in younger donors for our client than existing campaigns. The same custom donor audiences were targeted across platforms, allowing us to directly compare the effectiveness of platforms for engaging different segments of their donor base.
This strategy enabled the blood center to increase engagement from donors under 25 by 230%, as Snapchat did a much better job at delivering ads to those donors than Facebook. Donors under 25 made up almost 60% of engagement on Snapchat in the 30 days following launch, whereas they only made up 5% of total engagement on Facebook during the same time.
Donor rate also increased as a result of utilizing Snapchat to expand our client's reach online. Average daily credit shows increased by 21% when comparing credit shows from 30 days before Snapchat launch to 30 days after. Total credit shows also increased by 17% using the same time period for comparison.
On top of improving donor rate and engagement, adding Snapchat assisted the campaigns in becoming more effective at getting donors into donor centers – decreasing the number of impressions needed for a successful donation by 16%. Snapchat has made the overall campaign more effective, driving in more total donations and increasing engagement with a highly sought-after donor demographic - donors under 25 years old.
Ready to diversify your donor recruitment with additional channels?
Fill out the form below to get in touch with a team member about how multi-channel donor recruitment can help you fill your shelves