Yeeboo Digital conceptualized a lead generation and digital acquisition campaign strategy for UNHCR Canada. Using Engaging Networks, social media lead generation, and Facebook Messenger, the campaign was designed to grow the donor base and raise awareness of the humanitarian crisis in Yemen.
UNHCR Canada struggled with lead generation and donor acquisition, and lacked the in-house technical expertise required to navigate the complex world of online advertising and lead generation. This made it difficult to expand their donor base and raise awareness about the humanitarian crisis in Yemen.
Yeeboo Digital designed a two-pronged, split-test campaign. The first path used Facebook ads directing users to lead generation forms, followed by a week-long email nurturing series with a donation call-to-action.
The second path added a Facebook Messenger enhancement: eight personalized messages over two weeks describing the Yemen crisis and requesting pledge signatures via Engaging Networks petition forms, alongside the same email nurturing series. The test evaluated whether personalized Messenger engagement increased the propensity to donate.
The Facebook Messenger engagements achieved a 77.2% open rate and helped acquire roughly 500 new potential donors. Personalized communication and marketing automation drove significantly higher engagement across the campaign.
