Heart of Kent Hospice
Increase in registrations
Engaged users (clicks)
Increase in donations
Implementation and Results
The Maidstone Road Run is an annual fundraising event hosted by Heart of Kent Hospice.
Having worked with MCM Net on several smaller projects, Heart of Kent Hospice were keen to test the impact of a higher investment in digital as a tool for driving awareness, traffic, and conversions. They approached the team with a brief to plan, design, and implement a large-scale paid advertising campaign that would span 4 months.
In response to the brief, MCM Net developed a paid advertising campaign that targeted users across Facebook, Instagram, Twitter and Google Ads.
Given the duration of the campaign, it was important to ensure a regular rotation of ad content to keep the campaign fresh. This was achieved through the strategic implementation of various content phases, moving users from awareness through to consideration, before ultimately nudging them towards conversion.
A key part of the campaign strategy was understanding how to tailor messaging to the various target audiences. MCM Net worked with Heart of Kent Hospice to identify two key personas – pro-runners and fun runners – and then created content that would resonate with each of them.
This was key to the success of the campaign, as it enabled the team to frame the Maidstone Road Run as an event for all ages and proficiencies.
In addition to tailoring messaging to each target audience, MCM Net also developed a progressive messaging strategy that increased the sense of urgency as the date of the Maidstone Road Run grew closer.
This meant that if users did not convert in stage one, they’d then be retargeted within stage two, a structure that ultimately maximised the conversions.
The Maidstone Road Run campaign saw a 66% increase in participants between 2018 and 2019. Heart of Kent Hospice also saw 47% increase in donations from the event, which will have a huge impact on the services offered within the organisation.
Erica Snow, the charity’s Community and Events Fundraising Manager, said:
“We started in December with just 87 runners registered. We finished the campaign with 699 registrations which was an amazing 66% in growth from the previous year. Post event analysis evidenced that Google and Facebook were the two most popular methods of where the event was seen advertised. The digital campaign with MCM Net took the worry out of securing sign ups digitally and enabled us to focus on other marketing methods and the actual organisation of the event itself!”