Maximising the collection of donations and bequests
Context
The Fondation des Hôpitaux, a long–standing supporter of French healthcare institutions, needs to maintain a steady flow of donations to finance its projects. ESV Digital assists the Foundation in managing its donation and bequest campaigns using Google Ads and Microsoft Advertising, with a strong focus on return on ad spend (ROAS) and traffic qualification across a variety of themes (brand, Pièces Jaunes, IFI, etc.).
Objectives
- Increase the volume and value of donations: Exceed historical performance (N–1) in terms of volume and average basket size.
- Optimise profitability (ROAS): Improve the effectiveness of advertising investments on Google and Bing.
- Develop legacy giving: Generate qualified leads through the download of information brochures.
- Capture tax opportunities: Strategically leverage periods such as the IFI campaign to attract high-value donations.
Achievements
- Agile SEA campaign management: Real–time bid adjustments to prioritise qualified traffic, enabling, for example, an increase in conversion rate (CVR) even during traffic drops.
- Differentiated keyword strategy: Precise segmentation between ‘brand’ and ‘non-brand’ queries (e.g. ‘hospital donations’, ‘sick children’s association’) to maximise visibility on search intentions.
- Exploitation of high-value donations: Identification and analysis of performance peaks linked to large donations (sometimes > €6,000) to refine the targeting of donor profiles.
- Multi-channel monitoring: Rigorous monitoring of KPIs by platform (Google vs Bing) to reallocate budgets to the most effective levers according to seasonality.
The results
ROAS
+
0
%
Donation volume
+
0
%
Collected value
+
0
%