The power of pro bono
At Platypus Digital, our team can work up to 10% of their billable time pro bono for the charity of their choice.
That’s how I connected with Simba Charity, a brilliant Scottish organisation supporting families who’ve experienced the loss of a baby. Since 2022, I’ve been running acquisition campaigns for their annual Stroll for Simba event, finding people who care about the cause and getting them to sign up to take part and raise funds.
Our first campaign in 2022 was a resounding success. We acquired leads at £2 each, and they went on to fundraise £4 for every £1 spent – an astounding result for a small charity.
I was thrilled, thinking it would be tough to top this performance.
Smaller budget, bigger results
Fast forward to 2023. Widespread budget cuts affected charities across the board, Simba included. Despite this, we pressed ahead, and managed to launch another campaign in 2024.
A smaller budget required us to re-strategise and really narrow in on our learnings from the previous year. We launched our campaign and hoped for the best.
The results were amazing.
Though our leads were slightly more expensive than the previous year, they were even more dedicated and tenacious. They raised a whopping £18,000 on a media spend of just £2,000. That’s £9 for every £1 spent, more than doubling our previous year’s performance!
The secret sauce
While I’d love to claim all the credit, the truth is far more nuanced. Working alongside Simba’s sensational team (shout out to Kelsay Wood, Vanessa Rhazali and Stephanie Archibald), and with my excellent colleague Chris Cottell, we worked carefully within our budget restrictions. We careful decisions about which audiences we would go out to, what creative we would use, and how to frame our ask.
We even delayed the campaign to run at a more optimal time.
But the real magic is all about Simba.
Why Simba’s campaign worked
Simba’s success proves that a charity’s impact in its community is the foundation of any successful campaign. Not every charity is this successful on Meta. So why did Simba, a small charity based in Scotland, do so well?
Here’s why they stand out:
– They champion a cause that people feel passionately about
– They’re there for people during life’s most challenging moments
– They treat supporters as individuals with unique stories and needs
– They provide a service that’s truly needed and sought after
– They don’t just talk at their community – they’re an integral part of it
– They invest in building a supportive, caring community
Small but mighty
Simba has shown that you don’t need to be a big charity to make a big impact. Their success on Meta isn’t just about clever marketing. They’re a charity that people want to support, because it’s close to their hearts. Their success is testament to the vital work they do and the strong connections they’ve built within their community.
As a digital marketer, it’s a privilege to support such an impactful organisation. Simba’s campaign success reminds us all that at the heart of every great fundraising effort is a charity that’s truly making a difference.
