Best Advocacy Integrated Ad Campaign, Best Lgbtq Integrated Ad Campaign

In December 2023, The Trevor Project tasked Nebo with launching a final-push end-of-year (EOY) fundraising campaign. Besides Pride Month in June, EOY is the organization’s largest fundraising calendar moment. Unlike Pride Month, EOY is also a large fundraising moment for all nonprofits regardless of their mission. This extreme level of competition made it all the more important for ad messaging, visuals, and targeting to break through and impact Trevor’s target donor audience. With the goal of maximizing giving from adults supportive of the organization’s mission of ending suicide among LGBTQ+ young people, Nebo targeted previous supporters based on first-party data. We additionally reached potential donors via lookalike audiences and demographic & interest data consistent with previously conducted persona research. The findings from this research also informed ad messaging, understanding that those likely to donate to Trevor are concerned about social issues but overall crave positivity and to feel like they can make a change. Placements across Meta and display featured engaging, Trevor-branded visuals and copy that accordingly leaned into the life-saving nature of Trevor’s work, in turn empowering donors to have a life-saving impact on LGBTQ+ young people via making a donation. While our display animation and social video ads ran throughout December, timely social ads highlighting the opportunity to double or triple a gift were launched at key moments during which donations were matched by Trevor’s corporate partners. The ads had a ROAS of $6.02 and accounted for approximately $150K in Donation Value.

Contributors:

NEBO AGENCY

Location: United States