Using lead generation to bolster funding for a scientific research institute

1,000s leads generated

Risk reduced channel diversification

14% conversion rate at telefundraising

Background

The Heart Research Institute (HRI) rely on generous donations from the public in order to fund important research into cardiovascular disease.

As part of their fundraising portfolio, HRI needed to generate quality leads to help scale their telemarketing acquisition campaigns. Historically they had relied on data purchased from third party suppliers but their key supplier could no long deliver at the volumes they had been achieving.

What we did

Digital Ninjas were able to use the insights we had collected to work with the HRI team to plan, launch and scale an ongoing digital fundraising lead generation programme.

Gathered supporter insights – Digital Ninjas were able to mine data from paid search campaigns (Google Grant) and discover popular search terms for information relating to heart conditions.
Developed several “supporter lead” propositions: Working with HRIs internal communications team Digital Ninjas launched the campaign with a downloadable information booklet about “Heart Disease” which was later iterated into several different types of lead magnet.
Measured and optimised the campaigns based on results – delivering a predictable stream of high quality leads.
Channel diversification – by investing in multiple digital channels (not just Facebook) we were able to spread the risk of a change in any one channel negatively impacting overall campaign health.

Pat Ordenes

Digital Fundraising Manager

We’re delighted with the uplift in leads since we started working with Digital Ninjas. We’re now regularly generating more than 1,000 leads per month from the Google Grant activity alone, plus another 4,000 from Facebook. Generating our own leads has evolved into a volume acquisition channel for HRI.