Big Night In
Fort Worth Public Library Foundation
Campaign
The Challenge
The Fort Worth Public Library Foundation (FWPLF) mission is to create local readers and empower them to grow into our future local leaders. Our future local leaders are, of course, the children of today, so mothers were a self-evident and necessary target. FWPLF came to J.O. with this simple ask: build on its momentum from last year’s “Big Night In” direct mail campaign that connected emotionally to women— in particular, mothers.
The Solution
J.O. targeted local mothers and utilized the built-in tracking and analytics capabilities of the various social media platforms with FWPLF’s messaging. When the dust cleared, J.O. confirmed that on a mere $200 Facebook media buy, the FWPLF enjoyed 23,701 impressions, which breaks down to a wildly efficient $1.04 cost per thousand (CPM) as compared to Facebook’s average U.S. CPM of $2.29. Furthermore, the campaign achieved an average click-through rate (CTR) of 0.81 percent—well above the Facebook industry average of 0.2 percent for nonprofits. The excellent number of impressions achieved at such an efficient cost meant that the first of the FWPLF’s objectives—increased awareness of their services and mission—had undoubtedly been achieved.
The Result
Overall, FWPLF gained nine new donors and more deeply engaged 21 existing donors. The end result from a fundraising perspective led to an increase in the original donor database and additional donations continuing to trickle in for months after the initial campaign, proving the impact and longevity of both the tactic and the creative, and further satisfying the FWPLF’s second objective to increase its number of donors and to raise funds from existing and new female donors. Since the primary goal was to build awareness and increase the donor base of women, it was an added bonus to nearly break even with $4,820 raised without any sponsor dollar support.
2016 PRSA Award of Excellence for Tactics: Pro Bono for 501(c)(3) Non Profit Organization
2016 PRSA Award of Achievement for Tactics: Pro Bono for 501(c)(3) Non Profit Organization
2016 Hermes Creative Awards Platinum Winner for Pro Bono
2018 Hermes Creative Awards Gold Winner for 201. Pro Bono
2018 PRSA Award of Excellence for Pro Bono Tactic
2019 PRSA Award of Achievement for Pro Bono
