Integrated Email, Social, and Paid Program Drives 25.41x Ad ROI and $661K in Email Revenue
An international humanitarian charity ran a coordinated email, organic social, and paid media program across three markets, lifting annual email revenue 2,341% and returning 25.41x on Canadian ad spend.
Revenue, ROAS, and Donors Acquired
Every case study reports the same three headline metrics so outcomes stay comparable across engagements.
The Challenge
An international humanitarian charity operating across Canada, the US, and the UK needed a coordinated growth program spanning email, organic social, and paid media, with the Canadian market as the priority region.
Their challenges included:
- Email revenue was well below potential across all three markets
- Organic social output was inconsistent and under-indexed on Facebook, where the core donor persona spent time
- Paid media needed to work harder in Canada, where the largest donor base sat
- Attribution was messy, with a growing pool of Unassigned traffic in analytics
The program had to lift email, social, and paid in parallel without losing the religious voice that resonates with the community.
Our Approach
We developed a comprehensive strategy tailored to their unique strengths and opportunities.
Persona-Led Email Calendar
Built a Canadian and US email calendar anchored on Ramadan, Muharram, Back-to-School, Giving Tuesday, and Year End, with regular sends carrying most of the load and automations layered underneath.
Facebook-First Organic Social
Shifted the organic mix toward Facebook after data showed it was the strongest driver for the core donor persona, and scaled religiously grounded content that reflected the community's voice.
Full-Funnel Paid Media in Canada
Ran a disciplined always-on paid program in Canada with click-through attribution tied to seasonal moments and mid-level cultivation.
Major and Mid-Level Activation
Used email and paid touchpoints to warm and activate mid-level and major donors, including a Canadian year-end major gift of $10K CAD and a US Khums donor citing paid ads as a driver of a $40K offline gift.
Read across
What this means for a charity like yours
Charities running acquisition across Canada, the US, and the UK with one small internal team.
The Canadian market carried the strongest return, which argues for concentrating budget where the audience is warmest before expanding.
Integration across channels mattered more than volume in any single channel.
Reporting by market made it possible to defend budget shifts to the board with evidence.
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