JGHF came in with no coordinated digital fundraising program. Thirty-five days, a bilingual Montreal audience, and a target ROAS of 1.17x. They ended the campaign at 5.96x, with an average gift more than double expectations.
Jewish General Hospital Foundation’s end-of-year fundraising had been a collection of disconnected efforts. Individual campaign moments with no unified digital architecture connecting them — no funnel structure, no deliberate sequencing from awareness to conversion, no coordinated approach to growing the share of revenue attributable to paid media.
The job Yeeboo was brought in to do: build a coordinated, performance-driven digital fundraising program from scratch, one that could serve a bilingual Montreal audience in both English and French, run across multiple channels simultaneously, and produce meaningful results inside a 35-day window.
We built a three-phase funnel — Giving Tuesday, Holiday, and End-of-Year — treating each phase as a deliberate stage in a single connected donor journey, not three separate campaigns.
The Holiday phase received the majority of spend and was used intentionally as a prospecting period: seeding new audiences, building awareness, expanding the remarketing pool. The End-of-Year phase was the conversion window, concentrating bottom-of-funnel pressure in the final days of December when donor intent peaks.
Meta ran dual-purpose campaigns: prospecting through interest-based and lookalike audiences, and re-engaging existing supporters through tightly segmented retargeting. Google and Microsoft Paid Search captured high-intent donors actively searching for JGHF or related causes. Google Performance Max extended reach across Search, Display, YouTube, Gmail, and Discover, with English and French asset groups running in parallel.
A 2x match offer ran across all three phases, anchored by a consistent bilingual message: “Be a Partner in Healing” in English, “Soigner ensemble” in French. Creative was built across video and static formats, with three distinct patient stories driving the video approach.
Every KPI target was exceeded, several by a wide margin.
The French audience segment returned results that surprised even us. Existing Donors FR — the top-performing audience segment — returned 48.84x ROAS. French audiences generated average gifts nearly three times higher than English ($352 vs. $129). The End-of-Year phase on Meta delivered 7.70x ROAS at a $22.70 CPA with a 9.41% conversion rate, on just 21% of total Meta spend.
Microsoft Ads delivered the lowest CPA of any channel at $15.34, validating it as a serious demand generation channel worth expanding.
The broader lift matters too. Paid media directly attributed 13.6% of total GA4 campaign revenue. The remaining 86.4% flowed through organic, email, direct, and referral channels, many warmed by paid media awareness. Organic search grew 28.45% year-over-year.
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+41% Blended ROAS
View Project about Make-A-Wish Canada: Holiday 2025 Digital Campaign
