Lead Generation Success for Ronald McDonald House Charities Ireland
Introduction
Ronald McDonald House Charities Ireland supports families with children undergoing treatment in Children’s Health Ireland at Crumlin. They provide accommodation, comfort and a sense of home during some of the most challenging moments a family can face. As a charity that relies heavily on public support, generating new leads and building a strong donor base is essential for ongoing fundraising efforts.
Sprint Digital works closely with Ronald McDonald House Charities Ireland as one of our charity partners. For this project we developed two Meta lead generation campaigns designed to increase their pool of contacts for future fundraising, communications and awareness building. The focus was on creating campaigns that were cost efficient, easy to engage with and effective at attracting high quality leads.
Overview
We created two separate Meta lead-generation campaigns to support Ronald McDonald House Charities Ireland in gathering high-quality leads for their “Leave Your Mark, Brick by Brick” campaign. Lead-generation campaigns aim to capture contact details from potential supporters by using targeted creative formats such as videos or static graphics and clear calls-to-action that encourage users to submit a form.
One campaign featured a video lead ad aimed at people interested in donations and charitable causes. The second used a static graphic lead-form ad targeted at users who had already liked or followed the charity’s Facebook page. This allowed us to compare performance between a cold, interest-based audience and a warm, already-engaged audience.
The Challenge
Ronald McDonald House Charities Ireland needed a cost effective way to generate new leads and expand their pool of potential supporters. The key challenges included:
- Reaching people who are most likely to donate
- Creating an engaging message that encourages users to share their details
- Keeping the cost per lead as low as possible
- Testing different creative formats to understand which generates stronger results
In the charity sector, trust and emotion play an important role. This meant our creative approach needed to be reassuring, easy to understand and reflective of the values of Ronald McDonald House Charities Ireland.
Another consideration was the way different audiences interact on Meta. People who already follow a charity often engage more quickly, while interest based audiences require more storytelling and a more emotional creative approach. Balancing both allowed us to give the charity a wider reach without compromising lead quality.
Process
Our approach centred on running two parallel lead generation campaigns with distinct audience strategies and creatives.
Video Lead Campaign
This campaign focused on people who had expressed interest in donations or charity related content. Using video allowed us to communicate the mission of Ronald McDonald House Charities Ireland in a meaningful and emotional way. Video content performs strongly with purpose driven storytelling, helping users understand the real impact of the organisation.
Graphic Lead Form Campaign
For the second campaign we used a static graphic that linked directly to a Meta lead form. This audience consisted of users who had already interacted with Ronald McDonald House Charities Ireland by liking or following their Facebook page. This group was warm and familiar with the charity, making them more likely to complete a lead form quickly. The creative was clear, direct and focused on encouraging sign ups.
Both campaigns ran with daily budgets and were optimised to keep the cost per lead as efficient as possible while reaching users at scale.
Results
The campaigns delivered strong results and demonstrated clear differences between the two approaches.
Video Lead Campaign
• 40 leads generated
• Reach of 31,657 users
• 75,085 impressions
Graphic Lead Form Campaign
• 49 leads generated
• Reach of 26,881 users
• 97,166 impressions
Conclusion
The graphic lead form audience responded particularly well to the graphic lead form ad, resulting in a lower cost per lead and a higher number of signups. The video campaign successfully reached a broader audience and delivered meaningful engagement with strong visibility across impressions and reach.
Combined, the two campaigns delivered 89 total leads. Both played a valuable role, with one expanding awareness among new audiences and the other driving strong engagement among existing followers.
Sprint Digital is proud to support Ronald McDonald House Charities Ireland as our charity partners and we are always happy to help them with whatever they need to continue their important work.