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How we hit MAF UK's annual acquisition target, in half the time for less than half the cost.
A digital first approach to new donor acquisition via paid social.
Client:
Mission Aviation Fellowship UK
The Brief
At the start of 2023, Mission Aviation Fellowship UK (MAF) approached us with a clear yet ambitious challenge: to grow their donor base significantly with a set budget. They had a big acquisition target in mind but left the “how” entirely up to us.
This was a dream brief. The lack of constraints—just a target and a pot of money—allowed us to adopt a fully digital-first approach. It gave us creative freedom to test, experiment, and refine strategies without limitations.
The Approach
We began with a heavy focus on testing. Our goal was to learn quickly and adapt, so we explored multiple angles:
- Campaign concepts
- Creative formats
- Messaging styles
- Audience segments
We worked to understand what resonated with potential donors and what didn’t. It was a period of trial and error, and honestly, performance during Q1 reflected that. Results were inconsistent, and while some elements showed promise, we hadn’t yet hit the mark.
However, MAF was incredibly supportive. They trusted the process, understood the importance of testing, and allowed us the space to experiment and fail forward.
By Q2, the persistence paid off. We landed on a winning concept—a message that connected deeply with audiences. Armed with this breakthrough, we began to scale rapidly. Thanks to MAF’s flexibility with their budget, we could respond immediately to this opportunity and push the campaign to new heights.
The Results
The initial testing phase in Q1 was challenging, but Q2 marked a turning point. The refined campaign concept performed exceptionally well, driving donor acquisitions and achieving the ambitious targets we set out to meet.
1,000+
New donors aquired
-50%
the cost per acquisition target
2x
as fast as the target
Key Factors for Success
- Budget Agility
MAF’s willingness to trust us with flexible budget allocation was critical. This allowed us to shift spending quickly to maximize performance when we found what worked. - Trust and Collaboration
MAF’s trust in our process and their understanding of the value of testing provided the foundation for success. They stayed committed even during the rocky early stages. - Data-Driven Experimentation
The rigorous testing approach ensured that every decision we made was informed by data. This methodical process helped us pinpoint what truly resonated with potential donors.
This campaign was a testament to the power of collaboration, trust, and strategic flexibility. By working together with MAF, we not only hit their ambitious goals but built a campaign framework ready to deliver lasting impact.
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