The The Bischöfliche Aktion Adveniat e.V. is the Latin American relief organization of the Catholic Church in Germany and stands for the Church’s commitment to those on the margins of society. Originally founded as a single Christmas collection, Adveniat has developed into an aid organization that supports the pastoral work of the local church in order to help the poor in Latin America and the Caribbean. The association is financed 95 percent by donations.
Good wishes and real challenges
A digital awareness and fundraising campaign for Christmas – the main fundraising period for NGOs and NPOs and one of the most competitive times of the year for marketers. JUNGMUT met this challenge head on for Adveniat in 2024. The aim was to conceptually supplement the existing Christmas campaign “Believe in us – until we do!” and to extend the annual Christmas collection digitally.
In addition, a well-designed, cross-channel tracking should ensure that the information collected on the target group reached and on engagement as well as donation behavior can be efficiently used as a useful database in the following year.
Sensitive topic
The campaign addressed the difficult realities faced by children and young people in Latin America who suffer from poverty, violence and a lack of prospects. It was a particular challenge to present this serious and emotionally charged content in a way that clearly conveyed the message without compromising the dignity and authenticity of those affected.
High competition for donations during the Christmas season
For many organizations, the Christmas season is the most important time of the year, which leads to fierce competition for the attention and donations of target groups. It was therefore crucial to develop an attention-grabbing but above all authentic campaign that would reach people emotionally and motivate them to act, despite the multitude of appeals for donations.
Translating personal stories into short messages
A central element of the campaign was the personal stories of young people such as Jailer, Esperanza, and Eva. These stories had to be emotionally touching, but also concise and easy to grasp in order to be effective across various channels — from social media to display and native ads. This required a sensitive but clear communication strategy.
Our services
Strategic consulting & concept development
Working closely with Adveniat, we further developed the existing basic campaign and created short, concise messages that build on individual emotional storylines. Basic needs that are taken for granted became heartfelt Christmas wishes, simply highlighting the challenges faced by the young people affected.
Visual design
We created a consistent and appealing digital design for the campaign, closely aligned with Adveniat’s corporate design. The focus was on authentic images and moving stories from the young people to make their realities tangible.
Digital implementation & paid campaigns
In addition to expanding the campaign content with a matching landing page, the focus was on targeted paid social, display, native, and SEA campaigns, which we implemented with one of our close, specialized partners. These measures significantly increased the visibility of the campaign on social media and in Google search results.
Campaign with measurable success
Despite various challenges, it was possible to develop a campaign that created a strong emotional connection, captured the attention of the target groups, and made a decisive contribution to supporting Adveniat projects.
We were able to achieve a high reach across all channels despite a moderate budget. All target impressions were significantly exceeded. Through dynamic campaign management and ongoing optimizations, engagement increased by over 220% during the course of the campaign. This attention for Adveniat was specifically converted into targeted
donations and was able to multiply the budget used.
Compliance with the thousand-contact prices predicted before the start of the campaign underscores the consistently efficient use of the budget.
Not seen enough yet?
Take a look at the Adveniat website and discover their great work! If you are already there, please leave a donation to support the fantastic work of Adveniat.
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