Irish Community Air Ambulance
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Irish Community Air Ambulance

Irish Community Air Ambulance

Social For Good Ireland played an important role in supporting the Irish Community Air Ambulance, now rebranded as CRITICAL, by providing essential support through the Meta advertising. facilitating the setup of numerous Facebook challenges, which became a vital part of the Irish Community Air Ambulance / CRITICAL’s fundraising efforts. These campaigns not only raised significant funds but also helped spread awareness about the lifesaving services provided by the air ambulance.

In addition to social media strategies, Social For Good assisted CRITICAL with several email campaigns, ensuring that their messaging was impactful and reached the right people. They also aided in the procurement of web designers to enhance the charity’s online presence, ensuring that their new website was both functional and appealing.

CRITICAL / Irish air AMBULANCE
Working with Andrew in Irish Community Air Ambulance and then CRITICAL was a really great experience. Andrew brought us through the Meta advertising process with clear advice and direction. I worked with Andrew on numerous Facebook challenge fundraisers, several email campaigns, the procurement of web designers and digital fundraising initiatives. For a charity that was small but busy and growth focused, Andrews services were just what we needed. Clear, targeted, and professional. Andrew's advice on budgets required, time and energy needed was what we required and proved highly successful for our fundraising goals. I would happily recommend Andrew for digital charity fundraising, in particular the technical advert side of things.
Lorraine Toner
Former Head of Community and Donor Engagement, CRITICAL.

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CRITICAL / Irish air AMBULANCE
CRITICAL / Irish air AMBULANCE

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GOAL Global
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GOAL Global

GOAL Global

Social For Good Ireland had the privilege of partnering with GOAL Global, a humanitarian organisation committed to helping vulnerable communities worldwide. GOAL Global, which is present in 14 countries, focuses on addressing the challenges of poverty, hunger, and conflict, ensuring that those affected have access to essential services such as food, shelter, and healthcare. 

Throughout the collaboration, Social For Good Ireland supported GOAL Global by implementing and managing paid media campaigns for key initiatives. These included Jersey Day, an event encouraging communities to wear jerseys in support of GOAL, and several urgent crisis appeals, such as the Turkey-Syria Earthquake Appeal, Ukraine Crisis Appeal, and Sudan Crisis Appeal. Each campaign was designed to maximize engagement, increase visibility, and drive donations, ensuring that GOAL Global’s message reached a broad audience and that critical resources were mobilized during times of need.

In addition to managing the campaigns, Social For Good Ireland developed a comprehensive digital strategy for GOAL Global. This strategy focused on maximising their online presence, engaging new and existing donors, and driving donations through targeted campaigns.

We were very fortunate to team up with Andrew. His digital expertise and broad sector knowledge was a huge asset in the delivery of various fundraising campaigns and has helped to shape our digital strategy. For over a year Andrew's data driven approach delivered impressive results. I look forward to working with Andrew again in the near future and would highly recommend him to colleagues in the sector.
Conor Grougan
Head of Digital Communications

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Family Carers Ireland Facebook Challenge
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Family Carers Ireland Facebook Challenge

Walk 50 Miles in June

Family Carers Ireland launched their first Facebook Challenge, “50 Miles in June 2023,” with good success. The campaign, raised a total of €25,315, which was great considering the low ad spend.  With a Meta ad spend of €3,500, we generated 783 leads, resulting in a cost per lead of just €4.46. The challenge attracted 600 group members, of whom 250 became active fundraisers. On average, each fundraiser contributed €101.26, reflecting the commitment by everyone to took part and the effectiveness of this  fundraising approach.

Our role was to set up Family Cares Ireland Facebook Ad Account, run the ad campaign, and write the supporting email journey. With a total raised amount of €25,315 and a Meta ad spend of €3,500, the return on investment (ROI) is very good. For every €1 spent on ads, approximately €7.23 was raised.

We also supported Family Carers Ireland Run 80k in March and 50 Miles in June 2024. Both challenges performed well however with personal Facebook fundraisers no longer available in Europe, this did have an impact on 50 Miles in June 2024.

"We worked with Andrew to develop our digital fundraising strategy and in particular our Facebook Challenges. These challenges were new to the charity but with Andrew's guidance and support we learned how to create and implement Facebook Challenges. Andrew has a wealth of experience and knowledge which he uses to get the best possible results. He is extremely professional and always at the end of an email/ call to help when needed"
Eileen Ahern
Fundraising Manager

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Cystic Fibrosis Ireland 65 Roses Day 2024
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Cystic Fibrosis Ireland 65 Roses Day 2024

65 Rose Day 2024

Soocial For Good Ireland and I supported Cystic Fibrosis Ireland’s 65 Roses Day Campaign by optimising their Facebook ad account to ensure it’s set up correctly.  Our first step was to review the account setup, ensuring it was correctly structured with essential tools like the Facebook pixel and Facebook’s Conversion API for accurate tracking.

From March 21st to April 13th, we launched strategic campaigns, combining engagement and sales ads to drive both donations and event awareness. By adjusting the ad spend between these objectives, we maximized the campaign’s reach and impact, resulting in satisfactory  donations.

Additionally, we recommended a critical improvement—switching from a pop-up thank you message to a dedicated “Thank You” page URL to make tracking donations more efficient on both Facebook and Google Analytics 4.

A key learning was that Facebook ads require time to optimize due to factors such as the learning phase, algorithm adjustments and ad testing. As the account was relatively new, the cost-per-acquisition (CPA) was initially high at €80 in March. However, with ongoing optimization, the CPA decreased to an average of €24 in April, and as low as €8 during the peak donation period of April 11th to 13th, when 80% of the donations were made. 

With an average donation of €35, the 65 Roses Day Campaign had a total ad spend of €3,000 and generated 189 donations. This results in a total revenue of just over €6k

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Down Syndrome Ireland Ice-Cream Fundays
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Down Syndrome Ireland Ice-Cream Fundays

Ice-Cream Fundays

The digital fundraising campaign, advertised for six weeks leading up to the event, achieved significant success by effectively leveraging Enthuse, a fundraising platform, to capture and manage leads. With a total ad spend of €5,837.87 plus VAT, the campaign resulted in 347 leads at a cost per acquisition of €16.82.  This approach led to over €30,000 in online revenue, delivering an impressive return on investment (ROI) of approximately 414%, underscoring the effectiveness of the campaign.

Out of 554 total registrations, 94 resulted in active fundraising pages. While this represents a great conversion rate, it’s unfortunate that more participants did not transition from registration to active fundraising.

This outcome shows the success of the campaign’s strategy, combining efficient ad spend, effective platform use, excellent ad creative and well-timed promotion to generate both substantial revenue and ongoing community engagement.

 

"Just when we thought reaching new audiences digitally was going to out of reach for us at the start of a recent campaign, Andrew came along and everything changed. When you work with Andrew you feel like he is part of your team, he has your back. Through his technically knowledge of paid advertising and experience of the market he can translate your ideas and campaign objectives into deliverable results. If your campaign has Andrew as part of it , it’s going to have a much better chance of succeeding"
John Ryan McLaughlin
Head of Fundraising at Down Syndrome Ireland

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