Abdulaziz Khummash is the head of digital marketing at Al-Wedad Foundation for Development, overseeing digital marketing strategy and operations. Yousef Bawazir is a digital marketing specialist, managing the non-profit’s digital campaigns.
At Saudi Arabian non-profit, Al-Wedad Foundation for Development, we’ve got a really important job. We provide comprehensive care for orphans under the age of two, actively seeking suitable families to take care of them, and helping integrate them into society.
To make this all a reality, we rely on people’s donations.
For our past digital donation drives, we’ve run campaigns during key seasonal moments — think Ramadan or Hajj — turning them off when those moments are over. Results showed us that not only were those campaigns not fulfilling their full potential, but we were also missing out on reaching people who wanted to help at other key moments throughout the year. We had to up our marketing game to find donors consistently and on a wider scale.
Industry research provided to us by Google revealed that AI would be ideal for helping us scale our marketing efforts.
Maximise conversions bidding helped us hone in on capturing recurring smaller donations from donors, ensuring a steady flow of contributions to assist orphans.
The first solution used AI to automatically set bids to boost the revenue generated within our given budget, maximising our return on ad spend (ROAS). As our charity campaigns generate donations of different values, this bidding strategy was particularly useful as it allowed us to focus on collecting higher-value donations from paid clicks.
The second solution generated the most campaign conversions within our allocated budget. This helped us hone in on capturing recurring smaller donations from donors, ensuring a steady flow of contributions to assist orphans.
We also paired our Search campaigns with AI-powered broad match to efficiently reach as many donors as possible. This keyword match type allows ads to show up on searches related to the meaning of a brand’s keywords, even if they don’t contain the actual keyword terms.
For example, if our broad match keyword was “donation for orphans”, our ads also showed on searches for the keywords “donate for an orphan”, “how to take care of an orphan”, and “orphan charity”.
One of the major benefits of our multi-faceted, automated approach was that we could cater our campaigns to different donor segments, from high-net-worth individuals to frequent donors generously offering smaller amounts. And it proved to be a great success.
We raised over USD $1.5 million in donations during the first half of the year, representing an impressive 110% year-on-year increase. Alongside this, the number of people contributing to our cause grew by 25%, reflecting a substantial growth in our supporter base.
Most importantly, our AI-driven campaign allowed us to provide loving homes for over 72 orphaned children.
And this video uses the voices of two children to share the impact that finding a home can have.
The next step on the AI journey
We were initially hesitant about relying entirely on AI to enhance our donation campaigns. However, our in-depth understanding of our audience and industry, paired with Google's knowledge of AI and marketing, resulted in heart-warming success.
We’ll be exploring AI-powered Demand Gen next, with our goal being to generate interest among, and proactively show ads to, people who might be interested in supporting our cause.
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