Executive summary: Animal Charity Evaluators (ACE) conducted a market research survey to better understand and engage “New Animal Protectors”—donors who care about animals but have not yet connected with farmed animal advocacy—leading to a refined marketing campaign that emphasized motivational messaging, sad imagery, and digital outreach strategies.
Key points:
Target Audience Definition: “New Animal Protectors” are individuals who donate to animal charities but primarily support shelters and sanctuaries rather than farmed animal advocacy.
Survey Findings on Barriers: Key concerns preventing engagement with farmed animal charities include trust in organizations, clarity on donation impact, responsibility attribution (to farmers or government), and discomfort with vegan activism.
Preferred Communication Channels: The audience primarily gets information from charity websites (42.78%), followed by social media (31.85%), with Facebook being the most popular platform. Podcasts were less effective than expected.
Effective Lead Magnets: A free guide on farmed animals had the highest appeal as an incentive for email sign-ups, while a knowledge quiz was the least attractive.
Messaging Insights: Motivational and hopeful messaging was most effective, while emotionally charged language was perceived as manipulative.
Image Testing Results: Ads featuring sad images of farmed animals led to lower costs per click and per email sign-up compared to neutral images, reinforcing the impact of emotional visuals.
Campaign Impact & Next Steps: Survey respondents showed an increased likelihood to support farmed animal charities after engaging with the campaign, prompting ACE to refine its messaging and continue optimizing engagement strategies.
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Executive summary: Animal Charity Evaluators (ACE) conducted a market research survey to better understand and engage “New Animal Protectors”—donors who care about animals but have not yet connected with farmed animal advocacy—leading to a refined marketing campaign that emphasized motivational messaging, sad imagery, and digital outreach strategies.
Key points:
Target Audience Definition: “New Animal Protectors” are individuals who donate to animal charities but primarily support shelters and sanctuaries rather than farmed animal advocacy.
Survey Findings on Barriers: Key concerns preventing engagement with farmed animal charities include trust in organizations, clarity on donation impact, responsibility attribution (to farmers or government), and discomfort with vegan activism.
Preferred Communication Channels: The audience primarily gets information from charity websites (42.78%), followed by social media (31.85%), with Facebook being the most popular platform. Podcasts were less effective than expected.
Effective Lead Magnets: A free guide on farmed animals had the highest appeal as an incentive for email sign-ups, while a knowledge quiz was the least attractive.
Messaging Insights: Motivational and hopeful messaging was most effective, while emotionally charged language was perceived as manipulative.
Image Testing Results: Ads featuring sad images of farmed animals led to lower costs per click and per email sign-up compared to neutral images, reinforcing the impact of emotional visuals.
Campaign Impact & Next Steps: Survey respondents showed an increased likelihood to support farmed animal charities after engaging with the campaign, prompting ACE to refine its messaging and continue optimizing engagement strategies.
This comment was auto-generated by the EA Forum Team. Feel free to point out issues with this summary by replying to the comment, and contact us if you have feedback.