Evidence Action DSW Digital Marketing Campaign 2020: Summary

Initially, the campaign aimed to drive awareness, leads, and donations for Dispensers for Safe Water. However, with the pandemic's onset in March 2020, the organization shifted its focus to delivering handwashing and hygiene supplies to the communities it served. The campaign utilized existing networks to leverage the response to the crisis, and the digital marketing efforts were adjusted to prioritize Facebook and Twitter, which performed well within the budget. Google's Ad Grants program was also utilized to include free advertising through Google. The total spend for the campaign from April to June 2020 was $11,315, with Facebook accounting for $7,979 and Twitter for $1,984. The campaign achieved significant increases in website traffic, donations, and revenue. Website visits increased by 257% compared to the previous year, with 87,502 visitors. Donations also saw a substantial increase, with 318 donations made, representing a 47% change from 2019. Revenue from donations reached $54,496, a 48% increase from the previous year. Facebook drove more than 55% of the traffic during the campaign period, followed by Google Ads, direct, and SEO. The campaign's audience demographics showed a significant shift, with older visitors making up a larger proportion of the website audience compared to previous years. However, the conversion rate for donations among older age groups dropped significantly, while younger visitors were more likely to donate. This trend was a notable departure from previous campaigns, where older age groups typically had higher conversion rates.