Adaptive Acquisition and Always-On Campaign

Towards the end of 2022 we were lucky enough to join forces with Amnesty International UK on their first Adaptive Acquisition campaign.

This digital methodology uses targeted Facebook adverts and a wide array of content to deliver low-cost leads and gather data on audience habits, preferences and motivations. The purpose was to generate legacy leads from a cold audience (something Amnesty International UK had not done before) and better understand what drives potential legators for future campaigns.

​​Due to the success of the initial campaign, we also ran an ‘always-on’ legacy acquisition campaign for Amnesty International UK from October 2023 to October 2024. By leveraging the insights and much of the content from the initial campaign, we were able to keep the ‘cost per lead’ consistently low throughout the campaign period.

We created a large volume of long-form written pieces of content and five videos as part of the highly targeted digital campaign. With the call to action of downloading their legacy guide, the campaign generated a large number of leads and mailing list sign-ups. Catsnake’s ‘Legacy Motivators’ were the foundation for the campaign content, but each piece varied in terms of the format, the topics covered and the emotions evoked in the audience, allowing us to learn as much as possible about their potential target demographic and what motivates them in terms of legacy giving. The insights gained from the campaign have not only informed their future legacy campaigns, but their wider digital team has also been able to utilise the audience learnings and targeting sets for other, non-legacy campaigns.