Achieving record-breaking Cost Per Acquisition for RNID’s Connect campaign Empower helped RNID achieve exceptional results for their Connect campaign, delivering a cost per acquisition 100% better than previous benchmarks. Analytics Paid Media Strategy
The Results Over the three months Empower worked on RNID’s Connect campaign, we were able to achieve: +100% improvement for Cost Per Acquisition on previous campaigns 67% improvement in results over the course of the campaign x2 Conversion rate more than double the previous benchmark
About RNID RNID is the national charity supporting the 18 million people in the UK who are deaf, have hearing loss or tinnitus. Their mission is to make life fully inclusive for deaf people and those with hearing loss or tinnitus. RNID Connect is their innovative programme that provides 12 exciting learning packages to help people become deaf aware and learn British Sign Language, strengthening communication skills and building more inclusive communities.
The Challenge RNID needed to drive regular giving sign-ups for their RNID Connect programme whilst managing a competitive cost per acquisition. RNID wanted to improve efficiency over previous campaigns whilst maintaining strong donation volumes.
The Approach Empower developed a comprehensive testing and optimisation strategy that began with a benchmark paid media campaign to identify the most effective paid ads approaches before scaling investment. Working closely with the RNID team, we: Established robust testing foundations: We launched paid media campaigns to test different bidding strategies (CPA vs Highest Volume), audiences, and creative formats, using the insights to inform our main campaign strategy. Implemented agile optimisation: Throughout the campaign, we made multiple strategic adjustments including pixel reinstallation, creative refreshes, campaign objective changes (from traffic to engagement), and continuous audience refinement based on insights and analytics. Created compelling, targeted messaging: We developed carousel and image ads featuring clear value propositions about learning British Sign Language, with copy emphasising both accessibility (“Start your British Sign Language journey”) and exclusivity (“Unlock the world of British Sign Language”). Refined targeting based on data: We tested and optimised across multiple audience segments and lookalike audiences, identifying the most cost-effective donor segments.
“I was very impressed with how frequently we received updates both in meetings and through reports whilst running our campaigns. Great attention to detail, always willing try new approaches and answer questions. Great suggestions for new creatives and all round I had a very positive experience working with Empower.” Stuart Sarre Individual Giving Manager, RNID
The Results Over the three months of the campaign, Empower’s strategic approach delivered outstanding results that significantly exceeded RNID’s objectives: The campaign generated several hundred donations at a under £50 cost per acquisition, representing a 100% improvement on the previous campaign’s Cost Per Acquisition. This efficiency gain was achieved through continuous optimisation, with CPA decreasing from the first week to under £50 overall, a 67% improvement. The campaign’s monthly donation value and conversion rate more than doubled the previous benchmarks, validating the effectiveness of the strategy and demonstrated how systematic testing and optimisation delivered exceptional results for RNID’s campaign.
“Thank you so much for all your work on this campaign and our internal team are really, really happy with the results. The CPA is also incredible. It’s a testament to all the optimisations and all the work you guys have done for it. Thank you.” Becca Costi Social Media Manager, RNID
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