Challenge
UNICEF wanted to raise awareness around the topic of legacy giving; the idea that individuals can leave a gift to UNICEF in their will to support vulnerable children worldwide.
This is a complex and sensitive topic, not commonly discussed or widely understood. The campaign needed to educate, inspire trust, and ultimately drive qualified leads, all while navigating a long consideration phase typical for legacy-related decisions.
Solution
Advance Metrics developed and executed a full-funnel digital marketing strategy to reach and guide potential donors from awareness to lead conversion:Awareness:
We launched impactful social media campaigns on Meta that emotionally communicated the importance and impact of legacy giving.Consideration:
We directed interested audiences to dedicated landing pages through traffic campaigns and organic search improvements. We optimized these pages for clarity, emotional resonance, and user experience.Conversion:
We ran lead generation campaigns to capture users interested in receiving more information or taking the next step.To support this funnel:
- We conducted SEO audits and content optimizations to boost long-term visibility.
- We ran intent-driven Google Ads campaigns to ensure visibility on relevant search terms.
- We provided recommendations for conversion rate optimizations for the landing pages to improve performance throughout the user journey.
Advance Metrics successfully managed our legacy giving campaign using a full-funnel strategy with social media and optimized lead generation through Meta Ads. We were particularly impressed with the quality of leads generated through social media.
Rosanna Clarelli
Senior Managerin Erbschaften & Legate
Results
The “Legate” campaign successfully established a strong foundation for legacy giving awareness within the target audience. Through a combination of emotional storytelling, a smart channel mix, and conversion-focused tactics. Over 6 months of running the campaign, UNICEF was able to reach over 700’000 new users. The rate of engagement on the Legate landing page increased 220 % since the start of the campaign when compared to the level of engagement on the page before the campaign began.The campaign continues to serve as a scalable model for mission-driven, full-funnel digital strategies in the non-profit sector.
