Case Study

Penny Brohn

Helping a cancer charity beat their fundraising goal by more than 200% using social PPC.


Penny Brohn, a national cancer care charity, came to Connect Digital looking for support on their yearly Christmas and Spring fundraising campaigns. They were especially interested in help with social PPC and finding new donor audiences.

Following the creation and launch of a social PPC strategy, we were able to:

  • Increase the number of donors for their Christmas campaign by 50%
  • While decreasing their cost per click by 76%
  • Find them new highly engaged donor audiences for future campaigns
  • Leading to Penny Brohn raising 229.4% of their fundraising goal

How we helped

We worked with Penny Brohn to create a social PPC strategy that fit in with their existing campaign, bridging the divide between their existing offline activities and their donors’ digital lives.

We then setup comprehensive tracking to make sure we could see where donations were coming from and iterate and optimise during the campaign, which was especially important to achieving the best results given it’s short time frame.

We undertook extensive market research to identify and trial ads on new potential donor audiences. We setup chatbots to engage audiences and push them towards donating.

Our results

These efforts led to:

  • Increasing the number of donors for Penny Brohn’s Christmas 2018 campaign by 50%
  • While decreasing their average cost per click by 76%
  • Finding them new donor audiences for future campaigns to increase the size of their donations base
  • Leading to Penny Brohn raising 229% of their target for the campaign.

"It has been a pleasure working with Connect Digital over our last three appeals. Their dedication to finding a solution to our specific needs and requirements has been well-received. With a 333% increase on income from our Christmas Appeal in the previous year, our latest campaign did extremely well, and there is no doubt that we are seeing a significantly improved ROI from one year to the next.

Through our work with Dan and the team, we are continuously learning new information about our donors and how they like to donate online in order to expand and improve our future online appeals. We are excited to see how we can continue this growing success in our future work with them."

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