Tree of Hope
Engaged users (clicks)
New enquiries from families with children with ASD
Implementation and Results
Tree of Hope offers hope to the families of seriously ill and disabled children in the United Kingdom and Ireland who need specialist medical treatment, therapy and equipment.
While there are some conditions and treatments where Tree of Hope have high-profile case studies and a strong referral network for acquiring new families, they are less well known for supporting children with autism.
To raise their profile within this area and encourage more families to contact Tree of Hope for vital fundraising support, we devised a plan to see how effective digital marketing would be to help them reach this audience.
In response to the brief, MCM Net developed a multi-channel paid advertising campaign that targeted users across Facebook & Instagram (paid and organic) and Google Ads (paid and ad grant).
The campaign was run over a 6-week period over the summer with the first 4 weeks focusing on awareness and consideration, mostly targeting cold and lookalike audiences. The final 2 weeks focused on converting warm users through remarketing.
The messaging for the ads was key with case studies and video/imagery working to good effect to generate strong interest and CTR across all channels.
This was refined as the campaign progressed with regular reporting back to Tree of Hope to ensure that the leads coming through were of the right quality.
In addition to running these campaigns, we also worked with Tree of Hope to design a new Children with Autism landing page https://www.treeofhope.org.uk/info-for-parents/children-with-autism/.
This included an SEO review and recommendations to help Tree of Hope’s rank on page 1 of Google for key search terms such as ‘fundraise for child with autism’.
The campaigns contributed 25 enquiries for the duration of the campaign, which was unprecedented for the charity.
Tree of Hope’s profile was also raised significantly to this audience with over 200,000 impressions and nearly 4,000 clicks.
With the ad grants campaign ongoing, the Children with Autism page has been consistently one of the most visited pages on the website.
An increase in Donations was also reported, although these were made over the telephone and not digitally.
The campaign has led to similar campaigns being run for other conditions and treatments such as Cerebral palsy, Epidermolysis bullosa, SWAN and Sensory Gardens, to help Tree of Hope reach a wider audience in line with their fundraising budgets.
These campaigns have also had the added benefit of generating more interest from new corporate supporters for the charity.