New Donor Acquisition with Influencer Marketing
American Friends of Magen David Adom
the situation
Finding new avenues to reach new Christian donors for Israel’s emergency services system, Magen David Adom, was of paramount importance to help fund its lifesaving work in Israel.
Strategy
Infinity Concepts pioneered an influencer marketing campaign utilizing channels and strategies that had never been tapped before for this purpose. We identified three YouTube channels in the Pro-Israel Christian space that produce regular content related to news and developments in Israel who agreed to partner with this cause. Each channel was provided with:
- A brief background on the work of Magen David Adom
- Talking points related to the current urgent needs in Israel
- Sample approved messaging used to express the voice of the client to this audience
- A reel of b-roll video footage
- A dedicated donation page with easy to remember vanity URL
Each YouTube personality proceeded to promote the cause during their regular programming at opportune moments, identifying the client as a sponsor. Each channel customized the presentation of the client’s work, needs, and call to action in ways that best fit their style and audience.
Results
The campaign launched and was an immediate success, being extended multiple times. After seven months the average ROI for the initiative across all channels
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