I’m the Co-founder of Effct.org, a digital marketing agency to help mission-driven organizations and companies achieve their goals.
I started this agency in part after receiving a Facebook from 80,000 Hours. I complete their career guidance, and decided to blend entrepreneurship, marketing and impact. In 2017, we initially sought to work with EA orgs but found little appetite. So, we pivoted to working with political campaigns, government agencies and other impactful orgs and companies. We are interested in working with EA organizations again.
Nick M Brown
Karma: 104
Thanks for sharing, Molly Jo!′
CFI actually did all of the applicant scoring at the bottom of the funnel. At the top of the funnel we just made sure our targeting was directed towards people who worked at consulting firms. That was the main criteria.
Hi Rebecca,
On channels, we were pretty clear for the onset that Meta (Facebook and Instagram) as well as LinkedIn were going to be our winners. They allowed us to target employees at the major consulting firms. We were able to confirm this with about a month of ads testing. We also tried Reddit, but that didn’t pan out.
Beyond social media, we had a few important impacts. One was creative strategy. Getting the right creative in front of folks was essential to success. Another was email optimization. We helped them with their nurturing, ensuring that people who signed up for their newsletter were getting follow up emails about the org, and that the open rates and content of those emails was engaging. CFI was already quite good on the email front.
Agreed Anna! How do you think we can get EA orgs to realize the importance of marketing and advertising?
Thanks Gergo. I’ve enjoyed discussing marketing, comms and EA with you!
Phase one of the campaign was focused just on impressions, engagements and cost per engagement. Once we established strong metrics at the top of the marketing funnel, we moved on.
In phase two, we dove into acquiring newsletter subscribers and page followers and likes. Once we had these dialed in we progressed.
Phase 3 focused on bottom of funnel metrics like e-mail open rates as well as growing career advising applications.
Hey James, I will send you a message. I want to be respectful of confidentiality, and allow Sarah to post publicly if she wants.
What I can say is that it was much less than what a full time digital marketing hire would have cost for the services and labor. We also invested enough in ads to get us around 300,000 impressions monthly. We ended up blowing that number out of the water because people resonated with the content, and we advertised globally.
What happens when an EA org actually invests in marketing? A case study.
Looking forward to reading this!
That’s awesome, Denis. Glad you are liking the content from Consultants for Impact.
Would love to talk about Effective Giving Ireland. Feel free to message me, and we can find a time. We did a successful campaign for EA Germany last year.
I agree with you. EA needs to market itself better. Why are there more people into many niche hobbies than their are EA? I believe the answer is marketing and advertising. EA and EA orgs need to get itself out there in a meaningful way. The ability to do so has never been more accessible.