--- title: Achieving record-breaking Cost Per Acquisition for RNID date: 2025-11-14T12:50:27Z modified: 2025-11-17T10:17:07Z permalink: "https://empower.agency/case-studies/strategy/achieving-record-breaking-cost-per-acquisition-for-rnids-connect-campaign/" type: case_study status: publish excerpt: Empower helped RNID achieve exceptional results for RNID Connect, delivering a cost per acquisition 100% better than benchmarks. wpid: 5103 case_study_cat: - Analytics - Paid Media - Strategy featured_image: /wp-content/uploads/2025/11/RNID-Connect.jpg featured_image_alt: RNID Connect author: Ben Matthews --- ![RNID Connect](https://empower.agency/wp-content/uploads/2025/11/RNID-Connect-600x400.jpg) # Achieving record-breaking Cost Per Acquisition for RNID Empower helped RNID achieve exceptional results for their Connect campaign, delivering a cost per acquisition 100% better than previous benchmarks. - ![RNID Logo](https://empower.agency/wp-content/uploads/2025/11/RNID-Logo-e1763125340551-70x70.jpg) ## 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](https://rnid.org.uk/get-involved/rnid-connect/) programme whilst managing a competitive cost per acquisition. RNID wanted to improve efficiency over previous campaigns whilst maintaining strong donation volumes. ![Subscribe to RNID Connect](https://empower.agency/wp-content/uploads/2025/11/Subscribe-to-RNID-Connect-600x400.jpg) ## 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](https://empower.agency/services/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](https://empower.agency/services/insights-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. ![Stuart Sarre](https://empower.agency/wp-content/uploads/2025/11/Stuart-Sarre-200x200.jpg) > “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. ![Becca Costi](https://empower.agency/wp-content/uploads/2025/11/Becca-Costi-200x200.jpg) > “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 ## Start your next project From simple questions to more complex queries about your next project, we’re keen to talk. For general enquiries, email Name First Last Email Organisation Your website Your message How did you hear about Empower?Click to choose…Referral (Please specify)Search (Google, Bing)Social Media (LinkedIn, X/Twitter)Email NewsletterEvent (Please specify)Charity CommsB CorpOther (Please specify) Please specify how you heard about Empower Name This field is for validation purposes and should be left unchanged. 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if(!window['gf_number_format'])window['gf_number_format'] = 'decimal_dot';jQuery(document).ready(function(){gform.utils.trigger({ event: 'gform/conditionalLogic/init/start', native: false, data: { formId: 3, fields: null, isInit: true } });window['gformInitPriceFields']();gf_apply_rules(3, [11], true);jQuery('#gform_wrapper_3').show();jQuery(document).trigger('gform_post_conditional_logic', [3, null, true]);gform.utils.trigger({ event: 'gform/conditionalLogic/init/end', native: false, data: { formId: 3, fields: null, isInit: true } });} );} if(typeof Placeholders != 'undefined'){ Placeholders.enable(); }} } );jQuery(document).bind('gform_post_conditional_logic', function(event, formId, fields, isInit){} ) } ); gform.initializeOnLoaded( function() {jQuery(document).trigger('gform_post_render', [3, 1]);gform.utils.trigger({ event: 'gform/postRender', native: false, data: { formId: 3, currentPage: 1 } });} ); ## More case studies See more of the Empower team’s work. - [ View content ](https://empower.agency/case-studies/strategy/a-natural-partnership-between-empower-and-npp/) - [ Analytics ](https://empower.agency/case-studies/analytics/) - [ Creative ](https://empower.agency/case-studies/creative/) - [ Paid Media ](https://empower.agency/case-studies/paid-media/) - [ Strategy ](https://empower.agency/case-studies/strategy/) ### A Natural Partnership between Empower and National Parks Partnerships Read more - [ View content ](https://empower.agency/case-studies/strategy/auditing-and-creating-a-digital-strategy-with-breast-cancer-now/) - [ Analytics ](https://empower.agency/case-studies/analytics/) - [ Audits ](https://empower.agency/case-studies/audits/) - [ Strategy ](https://empower.agency/case-studies/strategy/) - [ Training ](https://empower.agency/case-studies/training/) ### Auditing and creating a digital strategy with Breast Cancer Now Read more - [ View content ](https://empower.agency/case-studies/social-media/instilling-digital-marketing-confidence-in-cambridge-institute-for-sustainability-leadership-and-corporate-leaders-group/) - [ Social Media ](https://empower.agency/case-studies/social-media/) - [ Training ](https://empower.agency/case-studies/training/) ### Instilling digital marketing confidence in Cambridge Institute for Sustainability Leadership Read more ## Topics **Categories:** [Analytics](https://empower.agency/case-studies/analytics/), [Paid Media](https://empower.agency/case-studies/paid-media/), [Strategy](https://empower.agency/case-studies/strategy/)