Christian Family Care

It was important to initially reach past donors and those who engaged with CFC’s Facebook posts or ads in the past, as these audiences were more likely to give but might not have known about the Arizona tax credit. On top of these two audiences, we targeted lookalikes of past donors and Facebook users who had an interest in Christianity and either foster care or adoption.

We had to make sure that those who saw our ads immediately understood the significance of the Arizona tax credit. It’s not just a tax deduction but a dollar-for-dollar credit, meaning that those who donate through the tax credit get to choose whether their tax dollars go to the state or to nonprofits like CFC. We couldn’t assume that those who saw our ads would know about the tax credit, so we had to use clear and concise language to explain its immediate benefits.

In order to further explain the tax credit, CFC had an illustrative video made to explain the concept in a short amount of time. People scrolling on Facebook aren’t as likely to watch a video that is several minutes long like they would otherwise do on a platform like YouTube. The video we tested was effective for Facebook because it visually explained the tax credit in only 36 seconds. In order to test which format users responded better to, we ran ads using this video as well as ads using singular imagery.

To keep count of how many people donated as a direct result of our ads, we used the Facebook pixel on the CFC website. This allowed us to not only accurately track the amount of donations resulting from our ads, but allowed us to accurately see which ads were performing best and to make tweaks to our under-performing ones, saving money and increasing our donations.