Digital Marketing Tests to Find

Forever Families for Kids in Foster Care

 

I've made companies a lot of money using digital marketing. Here I will use the same techniques to help foster children find their forever families. This will be achieved by testing different digital marketing methods for promoting children's adoption photolistings. Testing this will take some time (as it always does). I use my own money, but I share the results here freely with the public in the hopes that all who promote children's photolistings will do so in a way that creates the greatest probability of finding forever families for foster children--as proven by data. 

 

I welcome your suggestions for future tests. If you have questions or comments, please feel free to contact me here.

Test One: "Sweet Nicholas Facebook Campaign"

Date: March 17 & 18, 2015

 

Snapshot: $20 spent to “boost” a Facebook posting via the Foster Coalition Facebook page for 24 hours over a Tuesday & Wednesday. The post showcased Nicholas, an 8-year old boy in foster care from Illinois. The post linked through to Nicholas’ photolisting page on AdoptUSKids.org. 

 

Results: 3,898 people reached with 63 clicks through to Nicholas’ photolisting page

 

Cost-Per-Click: $0.32

 

Engagement

73 people total engaged with the page, including “likes,” “comments” and “click throughs” (63 of those clicked to Nicholas’ profile page, but FB doesn’t break out that data). Here are the breakdowns of those who engaged with the page, which demonstrates the most interest in taking the next action:

  • 100% were women

  • 31.5% were between the ages of 25-34

  • 41.1% were between the ages of 35-44

  • 26% were between the ages of 45-54

  • 100% were on mobile devices

 

Click on the icon below to download the full case study

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Test Two: "Beautiful Bri Facebook Campaign"

Date: March 25-29, 2015

 

Snapshot: $20 spent to “boost” a Facebook posting via the Foster Coalition Facebook page over a 4-day period. The post showcased Bri, an 14-year old girl in foster care from Colorado. The post linked through to Bri's’ photolisting page on AdoptUSKids.org. 

 

Results: 2,573 people reached with 47 clicks through to photolisting page

 

Cost-Per-Click: $0.43

 

Engagement

  • Ages 25‐34: 6 interactions (8.6%)

  • Ages 35 ‐ 44: 29 interactions (41.4%)

  • Ages 45‐54: 23 interactions (32.9%)

  • Ages 55‐64: 12 interactions (17.1%)

  • 97.5% mobile users

 

Click on the icon below to download the full case study

 

 

 

 

 

 

 

 

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