How Oxfam America used location
technology to drive holiday donations
For Oxfam America, the holidays were the perfect time to boost charitable donations. As people shopped for holiday gifts, the idea went, they would be more likely to make a generous donation. So Oxfam America partnered with GroundTruth to help locate and target these donors when—and where—they were in the right frame of mind to donate.
Our location solutions.
Location Targeting was used to pinpoint holiday shoppers who were already in the spirit—and habit—of purchasing gifts for loved ones. Oxfam and GroundTruth determined spending hot spots as shopping centers, malls, and grocery stores. They also used location targeting to reach consumers near Oxfam America’s out-of-home media placements and street canvassers to amplify messaging.
Audience Targeting allowed Oxfam America to showcase its charitable offerings to people with a history of donating to good causes.
Case Study / Oxfam
The location-first campaign generated a 7% increase in first-time donors, boosted overall donations by 6.5%, and spiked mobile revenue share by 13% year over year.
In addition, Oxfam America saw a dramatic surge in special gifts advertised in its mobile campaigns. Such mobile ads gave users the opportunity to fund clean water and other environmental projects. With the Unwrapped campaign, Oxfam America saw well donations increase by 131%. Tree donations rose by 431%.
increase in donations of trees
increase in donations of wells