With the emergence and spread of COVID-19, businesses and organizations were challenged to reshape their communications strategies, messaging and even channels. For Lifebanc, Northeast Ohio’s only nonprofit organ and tissue recovery organization, this meant reframing their key messages in paid advertising to better reflect their target audiences’ experiences in the current situation.
The creatives Lifebanc was running before the global pandemic were focused on people doing activities such as attending concerts, sporting events, and other public and group gatherings. With COVID-19 shutting down most of these events, True Digital suggested that Lifebanc turn off the old campaign and develop new creatives that focused on the message of “more life” with images of individuals instead of group activities.
Utilizing local and international research and trend reports, True’s team was able to pull any ads which contained messages about events, travel, and “crowd-based” activities to ensure the ads felt relevant and respectful to the current public crisis. True’s team worked with a designer to create a new set of pertinent display ads. The ads focused on a more individualized and direct approach with a member of the various target audiences looking to camera with a strong call to action to join them, providing a sense of belonging and community.
Lifebanc, Northeast Ohio’s only nonprofit organ and tissue recovery organization, is a subset of the Donate Life Ohio program. Bounce rates and low conversions from paid digital advertisements were presenting challenges when working to meet monthly donor registration goals. Lifebanc wanted to ensure their paid efforts would generate the donor registrants the organization— and community — needs.
While developing a new digital strategy, the True team was able to identify key traffic issues. To start, the ads originally took users directly to the donor registration page housed on Lifebanc’s website. But, organic traffic insights showed a higher conversion amongst users who started at Lifebanc’s homepage.
Recognizing that people entering the site from the homepage were more likely to become registered organ donors, we started sending people directly to the homepage from our paid advertising. This simple change, led by digital analytics insights, yielded success for our client.