SITUATION

Children’s Hospital New Orleans reached out to Gambel Communications to boost race registration and awareness for Children’s Hospital Jazz Half Marathon & 5K, one of its biggest fundraisers through social media. Over six weeks, Gambel Communications used Facebook to leverage quality, organic content as well as strategic Facebook ads to achieve its goals.

CAMPAIGN

Based on its knowledge of nonprofit engagement rates, Gambel created organic content featuring videos, patient stories, health and fitness tips, behind-the-scenes photos, volunteer opportunities, ticket giveaways, patient-of -the -week campaigns and sponsor shout-outs. Each of these tactics created a relatable feed to raise awareness of Children’s Hospital’s Jazz Half Facebook page to its potential race registrants.

Working with a Facebook advertising budget of just over $1,000, the Gambel team successfully ran multiple engagement and web conversion ads as well as boosted posts to complement the organic content to increase race registration.

RESULT

The campaign increased fans by nearly 10 percent organically and reached more than 57,000 Facebook users through the engagement and web conversion ads. The cost-per-click on each ad averaged 57¢. Mostly notably, the Gambel team ran a two-day flash sale ad and boosted post combination to promote last minute race registrations for $80. It generated 217 registrations and raised $13,296.82 in total sales for the race. The cost-effectiveness and measurability of this Facebook campaign made the partnership a success for Children’s Hospital.