Fort Worth Public
Library Foundation

July 22, 2022



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

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Fort Worth Public Library Foundation Illustration - This is what it's all about.
Fort Worth Public Library Foundation Illustration - Texas LAM, Maribelle is a little sheepish

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