Marketing an NGO is difficult.
Budgets are low and expectations are sky high — especially when your target is more then selling a product, it’s helping people. Some things you manage to get for free, but some you have to pay for. When you do have a budget, you need to make sure every dollar you’re paying is bringing back more. And that’s exactly what Hospice did.
Hospice is an international NGO specialized in palliative care. In November 2018, they organized a charitable concert — all the proceedings would go to support the NGO beneficiaries.
Their marketing effort went mostly into online channel such as Facebook and Google. In 2 months, they sold approximately 50% of available tickets, however, the concert was only days away and every unsold ticket meant lost money.
In an attempt to quickly revamp their media strategy, Hospice decided to try Digital Out of Home, more specifically subway station screens. They choose stations where they knew their target audience was in order to use their budget more efficiently. In addition, they kept track of their sales in real time and updated the creative based on the campaign’s performance.
This change made up for a lot of lost ground for Hospice.
With an investment of under 1.000$, they had a ROI of 273% and managed to sell the remaining tickets in just one week. They had a small budget, but decided to use it efficiently and only target places with high affinity towards their message — mostly stations frequented by white collars.
Hospice is a great example of how even small budgets can make a difference when paired with the proper tools.
Quick overview of the campaign below for ease of sharing: