Case Study: Association Reaches New Audience with Digital Retargeting Campaigns

American Horse Council logo client of Nonprofit Resources
Nonprofit Resources - Association Management Company (AMC)

Nonprofit Resources assisted the AHC to provide effective marketing strategy and solutions.

Tailored Solutions. Affordable Pricing. Exceptional Results.

Strategy – Data – Results

The numbersspeakfor themselves

Click Through Rates Maximized

0.72%

Individuals Reached

26,092

About the Association

The American Horse Council (AHC) works daily to advocate for the social, economic, and legislative interests of the United States Equine Industry. AHC operates with United Horse Coalition, Microchip Lookup, and EWDC under their umbrella. The AHC is the only national association exclusively representing every segment of the vast equine industry.

The Opportunity

AHC wanted to expand its audience to horse owners and professionals all over the country. However, without a marketing department, AHC volunteers were the ones who created social posts and there was little marketing strategy in place for this organization. Nonprofit Resources analyzed different solutions to aid AHC with its marketing and decided that a retargeting campaign would be most effective in social media engagement.

Our Approach

The Nonprofit Resources Team members working on this campaign include Kristin Bennett, President and CEO, taking the Quality Assurance role on this project; Christine Do, Digital Marketing and Data Specialist, taking on the Campaign Specialist and Meeting Leader roles in this project; and Clara Hedrick, Administrative Assistant, taking on the social media coordinator role in this project.

There was a large data pool from member survey results for Nonprofit Resources to use to consider where the target locations should be as well as other important metrics. Using this data, it was decided that geofencing campaigns and keyword search campaigns would be most effective. The team also discussed that regular social posts are another necessary tool to expand AHC’s audience. These courses of action were carried out through Social Pilot and Feathr. The team scheduled social media posts, monitored campaign results, and reported back regularly during the run-time.

The Results

  • Clickthrough rate ranged from 0.41% to 0.72% 
  • Campaign reach ranged from 14,664 to 26,092 individuals
  • Strong Call to Action button increased performance

The average clickthrough rate was suggested to be 0.10% and our results surpassed that expectation. For the Microchip Lookup campaign, geographical interest seemed to be the most diverse (Figure 1).

Geographic interest heatmap
Figure 1. Geographic interest

Conclusion

This type of campaign utilizing Social Pilot and a Retargeting Platform for marketing strategy can be replicated for other clients. This successful partial service project provided Nonprofit Resources with remarkable metrics that have been used to expand AHC’s audience.

“In 2021 we identified the need for some additional marketing and social media expertise for our association. We just didn’t feel we had the skills and knowledge to do our best in this area. We hired Nonprofit Resources and were so impressed with the results of the initial project; we extended our relationship into 2022. They brought not just expertise, business acumen and savviness to the effort; they also really partnered with us to find the best ways to collaborate with their team and stretch our dollars. Along the way, they taught us a lot so, we’re better positioned to be more self-sufficient going forward . We subsequently hired Nonprofit Resources to facilitate a strategic planning exercise with our staff and board. We are very pleased with the process and results and feel that they helped us set things in motion to move us into the future. We’ve already recommended them to colleagues at other associations!”

Judith Black
American Horse Council

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