Case Studies

Digital Advertising Increases Organ Donor Registration Rates

Lifebanc encourages Ohioans to register to be organ, eye and tissue donors through traditional means. They turned to True Digital Communications when their organ registration in 2014 were fairly flat. True developed and launched a campaign to raise awareness and reach potential organ donors online.

Flat registration rates

The Challenge

For years, Lifebanc had encouraged Ohioans to register to be organ, eye and tissue donors through traditional means. While this approach worked in the past, Lifebanc found that in 2014 organ registrations were fairly flat. With the help of True, a digital campaign was launched to raise awareness and reach potential organ donors online.

2.7 million online users

True's Role

Through specific targeting, Lifebanc was able to reach 2.7 million Google and Facebook users by specific life stages when the audience would be more receptive to Lifebanc’s messaging. For example, for the birthday life event, ads would be served to Facebook users who had an upcoming birthday ten days prior to the date. Ads with a great birthday photo and catchy headline reminded users to give the gift of life by signing up to be registered organ donors.

167% increase in registrations

Results

With both Google and Facebook ad campaigns, Lifebanc drove 23,000 clicks to its website, resulting in an increase of online organ donor registrations in Northeast Ohio. For comparison, in Q1 of 2014, Lifebanc averaged 300 online registrations per month. In Q1 of 2015, Lifebanc saw 800 online registrations per month, a 167 percent year-over-year increase.