Non-Profit: 291K Impressions and 81K Reach at $0.03 Per Video View

The Challenge

The organization had a compelling mission but limited digital reach. Their existing audience was small, and fundraising efforts were confined to their immediate network. They needed a way to get their story in front of new people at scale, build brand recognition, and create a warm audience that could be nurtured into donors over time.

The goal was not direct conversions but awareness: get the right people to watch, engage, and remember the organization.

What We Built

Digitality designed a video-first brand awareness campaign on Meta (Facebook and Instagram) focused on storytelling and emotional engagement:

• Video creative: Produced compelling video content that communicated the organization's mission, impact, and the people it serves.
• Campaign objective: Optimized for ThruPlay (10-second video views) to ensure the audience actually watched the content, not just scrolled past it.
• Audience targeting: Broad interest-based targeting aligned with the organization's cause, layered with geographic and demographic filters.
• Retargeting foundation: Built custom audiences of video viewers (25%, 50%, 75%, 95% watched) for future conversion campaigns targeting warm prospects.

The Results

• 291,362 impressions delivered across Meta platforms
• 81,033 unique people reached
• $0.03 per 10-second video view
• Retargeting audiences built from engaged viewers for future fundraising campaigns

At $0.03 per qualified view, the organization was able to put their story in front of tens of thousands of potential supporters for pennies. The video viewer audiences created during this campaign became the foundation for subsequent donation drives.

Why It Matters

Non-profits often struggle to justify ad spend because the ROI isn't immediate. This campaign demonstrated that brand awareness done right creates a compounding asset: every viewer is a potential donor, volunteer, or advocate who now knows the organization exists. The retargeting audiences built during this campaign continue to deliver value long after the ads stopped running.