The Brigid Alliance's First Paid Campaign

With the overturning of Roe v. Wade, entire states and regions outright banned or severely limited abortion. That meant people needed to travel, sometimes for far and last-minute trips, to get to their abortion appointment – that’s where The Brigid Alliance, a nonprofit that funds and coordinates abortion travel, came in. During the end-of-year fundraising season, we needed to raise enough money to match that increased need.

Despite a quick timeline – the project kicked off in early November and our paid media efforts were a huge success. We built on the urgency of abortion rights in the U.S., using our ad creative to make the crisis personal and show the tangible impact.

By investing in paid search and testing the different cases for giving on Facebook ads, we ended 2022 with a blended Return on Ad Spend of 8.02 from donations totaling $42,019 from November 21-December 31. On paid search, we invested heavily in branded terms while still bringing in other donors through unbranded ones. This campaign aligned well with The Brigid Alliance’s earned media efforts, securing donations from people motivated by media hits. On paid social, we had a number of ads across four creative iterations, with variations tailored to existing and prospective donors.