Mines Advisory Group (MAG)

To support MAG’s fundraising campaign, we launched a hand raiser Facebook ad set, set up donation tracking, and developed email journeys to increase retention through their marketing funnel.

The Mines Advisory Group (MAG) work to clear landmines, unexploded bombs, and other explosive remnants of war in conflict-affected countries around the world. Their mission is to reduce the harmful effects of these weapons and armed violence on civilians, in order to create a safer environment for communities to live and work in.

The aim of their Unlock the Land campaign was to raise funds for the vital clearance of unexploded bombs left over from the Vietnam War in Vangkhom village, Laos. 

We worked closely with the MAG team to create hand raiser Facebook ads that encouraged people to sign a pledge to increase brand awareness and generate leads. We also created donation Facebook ads for the UK Aid Match element, encouraging people to double their donation.

To support the paid media campaign, we developed new user email journeys to increase retention and donations. We also drafted copy for the emails, website landing pages, social media posts, and created an online quiz. We also created graphics and videos to bring the message to life across MAG’s digital channels.

To track the effectiveness of campaign activities, we set up conversion and donation tracking on the website to show how many leads were generated through the campaign and where donations came from to measure the return on investment.

Over 1000 new supporters were converted to the supporter database through the Unlock the Land campaign. MAG raised an incredible £449,309, £211,336 of which came from the UK Aid Match funding from the UK government.

Once the Unlock the Land campaign finished, we were fortunate enough to be asked to continue with the team to support content needs in response to the Russian invasion of Ukraine and worked with the team to create bespoke emails, social media assets, and copy.

Finally, we worked with MAG on their Explosive Weapons in Populated Areas (EWIPA) campaign that called for world leaders to sign a political declaration to protect civilians from explosive weapons in populated areas. We supported the team to create Facebook ads, advised on a lead gen email journey where people could sign an open letter and leave messages of support for the declaration, and created graphics packages and copy as needed. Through the EWIPA campaign activity, their e-newsletter subscription increased 47%.

Working with the Catnip team elevated our UK Aid Match appeal and enabled us to achieve far more than we would’ve been able to without their support. We far surpassed our fundraising targets at a time when team resource was low. The team at Catnip are incredible to work with, no task is too much and they really felt like an extension of the MAG family.

Sally Wilson - Digital Fundraising and Engagement Manager

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