How Smirk helped a public radio station exceed their lead generation goal by 437%.
KOSU is a public radio station and NPR affiliate based in Stillwater, OK. As a nonprofit organization, they are powered by supporter donations. Their team received a grant for nonprofits from Facebook in 2019. KOSU needed to maximize this funding to generate and nurture prospective new donors. They partnered with Smirk for a 10-month project to develop a strategy and generate leads through social media advertising.
Smirk built out a prospective donor journey for KOSU. We planned a series of social advertising campaigns focused on brand education and incentivizing email signups from targeted users. We tested everything from audiences to copy to graphics to landing pages to identify the motivating factors that drove the most conversions. Smirk also designed KOSU’s email automation funnel for lead nurturing in Mailchimp along with a series of branded email templates.
The success of this project far exceeded KOSU’s goals and initial projections based on industry research. Smirk surpassed the lead generation goal by 437%. These campaigns averaged a $2.10 cost per Facebook lead. Email addresses were captured at a fraction of the average cost per lead within the industry of $21.05, maximizing KOSU’s grant funding.
Smirk provided us with the real-time flexibility we were looking for in a marketing partner. Their ability to think outside the box and embrace our unique challenges made them a great fit.
TERRY FARRIS KOSU DIGITAL PROJECT MANAGER
Lead Goal Exceeded
Average Cost Per Lead