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Book a free call →Inclusive Tomorrow is a German charity funded through raffle ticket subscriptions. The holiday campaign had delivered visibility — but rising cost-per-order on Paid Social, zero return from Google Display, and inconsistent organic activity told a more complicated story. Acquisition costs were climbing, and the spring campaign needed to reverse that without compromising the trust a charity-lottery model depends on.
Target: 53,000 raffle tickets at a blended CPO of no more than €9.40.
Values-driven professional who wants to support transparent causes — but is sceptical of large or opaque charities. Needs to feel her contribution genuinely makes a difference.
Motivated by the chance to win while doing something meaningful. Distrustful of aggressive lottery advertising. Needs clarity on how the model works and why it's different.
💡 Both personas share one requirement: trust. The strategy couldn't just be about reach and conversion — it had to earn belief in the model before asking for a subscription.
| Channel | Holiday performance | Key issue | Verdict |
|---|---|---|---|
| Paid Facebook | High volume, strong reach | CPO rising as campaign scaled | Optimise |
| Google Search | Strongest CPO efficiency | Underinvested relative to returns | Scale |
| Google Display | High spend, low conversions | No measurable assist value | Discontinue |
| Organic Social | Strong awareness signal | Inconsistent posting frequency | Systematise |
| YouTube | Good upper-funnel reach | Underutilised and inconsistent | Expand |
| Strong retention signal | Underused for acquisition | Develop |
Consistent organic posting reduced Paid Facebook CPO by building brand familiarity before paid impressions ran.
Periods of increased YouTube activity aligned with stronger Search conversion rates — video built trust that Search then captured.
No measurable assist value across any channel. Continued investment was impossible to justify on the evidence.
💡 The shift: Google Display looked like a reach channel on paper. The correlation data showed it was simply a cost with no downstream value — redirecting that budget to Search and YouTube improved both efficiency and trust.
Zero measurable return. Budget reallocated to higher-performing channels.
Most efficient channel for direct conversions. Captures high-intent audiences at the lowest-friction moment.
Continued investment in Facebook and Instagram with improved creative testing and tighter audience targeting.
A structured content calendar locks in the paid efficiency benefit that organic activity was already proving.
Dedicated awareness-stage video to amplify the organic trust effect and warm audiences for Search and Social.
New channel specifically to address the trust deficit — values-aligned influencers reaching Anna's audience in a credible, non-advertising context.
| Stage | Channel | Communication | CTA |
|---|---|---|---|
| Awareness | Influencers, YouTube | Real stories of inclusive projects and everyday impact | Learn more |
| Consideration | Blog, SEO, Email | How the raffle works, how funds are used, why it's different | Explore projects |
| Conversion | Google Search, Paid Social | Clear value — support a cause, win a prize, trusted and legitimate | Buy a ticket |
| Retention | Subscription benefits, impact updates, increased winning chances | Increase your chances |
Google Search consistently outperformed on CPO because it captured people already looking for a cause. Intent drives more efficient conversions than reach alone.
The Instagram correlation proved that consistent organic content warms audiences and makes paid spend work harder — it's a compounding investment, not just a hygiene factor.
Google Display generated impressions with no downstream effect. The willingness to cut a channel because the data says to is as important as knowing what to add.
In a charity-lottery model, eroding trust to hit short-term CPO targets is self-defeating. Influencers and transparent messaging make every other channel work better over time.
We analyse what's working across your channels, find the correlations that matter, and translate them into a clear plan. Book a free call — no jargon, no pressure.
Book your free call →📋 This project was completed as part of a structured digital marketing programme. The brief was based on a fictional German charity scenario. All strategic analysis, correlation work, channel recommendations and campaign planning were produced by our team.