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Executive Summary

In 2019-2020, Moving Forward Digital Marketing partnered with a respected Midwest charity dedicated to sponsoring children of military service members to attend college. Through a sophisticated multi-platform approach spanning LinkedIn, Facebook/Instagram, and Google, we significantly expanded their donor base, increased brand awareness, and drove meaningful engagement with their mission.

This case study demonstrates our ability to develop nuanced, cause-specific digital marketing strategies that connect charitable organizations with their ideal supporters while maximizing marketing impact.

Mission at Stake

Our client faced the meaningful challenge of funding college scholarships for military families—a noble cause requiring effective digital outreach to succeed in a competitive charitable landscape.

Key Challenges

  1. Target Audience Identification The charity needed to precisely identify and engage donor segments most likely to support their specific military family mission.
  2. Cross-Platform Optimization With limited resources, the organization needed to maximize impact across LinkedIn, Facebook/Instagram, and Google platforms simultaneously.
  3. Sustaining Engagement Without Fatigue Maintaining donor interest and preventing ad fatigue was critical for long-term campaign sustainability and ongoing support.

Our Strategic Approach

We developed a comprehensive, data-driven strategy tailored specifically to the military charity sector:

Donor-Centric Audience Strategy

Generational Targeting

Analysis revealed stronger engagement from older demographics (55+). We developed specialized campaigns for this audience featuring fixed-dollar donation options and time-sensitive giving opportunities.

Audience Expansion

Implemented lookalike modeling on Facebook to continuously reach new potential donors with similar profiles to existing supporters, expanding the charity's reach to previously untapped segments.

Professional Targeting

Developed specialized LinkedIn campaigns targeting professionals in Community Services, Business Development, Operations, and Education—fields with demonstrated affinity for military family support.

Always-On Engagement