UNRWA - Chain Reaction

Created by the UN General Assembly in 1949, UNRWA provides assistance and protection to approximately 5.5 million Palestinian refugees to help them achieve their full potential in human development. UNRWA’s services consist of primary and vocational education, primary health care, relief and social services, infrastructure and camp improvement, microfinance, and emergency response, including in situations of armed conflict.

Brief of UNRWA Performance Campaign.

Ramadan 2024 was a uniquely challenging time for Gaza and Palestinian refugees, as the humanitarian reached unprecedented levels.

As a result of the ongoing excellent performance for UNRWA campaigns, Chain Reaction stepped in to support UNRWA and Palestinian refugees during these difficult times. By raising donations and providing expertise in performance marketing, Chain Reaction became a crucial ally in their fundraising efforts.

THE CHALLENGES.

For non-profit organizations, especially those focused on humanitarian efforts, Ramadan represents a peak season for fundraising, community engagement, and impact amplification. However, several challenges arose during Ramadan:

INCREASED COMPETITION

Many organizations vie for donations, making it challenging to stand out.

DONOR FATIGUE

Regular donors might feel overwhelmed by the numerous appeals they receive.

INCREASED RATES

Businesses strategically invest in advertising during Ramadan to maximize their reach, leading to a competitive market for advertising space.

APPROACH.

CLEAR GOALS

Exceed the success of Ramadan 2023 by increasing the total number of donations, total donation value, and the number of new donors.

IN-DEPTH CAMPAIGNS AUDIT

Chain Reaction team conducted a comprehensive audit with UNRWA team to assess where we currently stand vs our KPIs.

PRE-RAMADAN PREPARATION

Planned fundraising strategies and developed marketing materials tailored for Ramadan.

TARGETED COMMUNICATION

Crafted messages that align with the spiritual themes of Ramadan to enhance donor engagement, emphasizing the impact of donations, and showcasing the organization’s commitment to serving Palestinian refugees.

UNDERSTAND THE AUDIENCE

Leveraged insights into the target audience’s routines, behaviors, and values, to create meaningful connections and foster positive brand sentiment during this significant period.

FULL FUNNEL PHASED STRATEGY

Integrated a comprehensive range of solutions and platforms, transitioning smoothly from awareness-building to driving conversions.

BID STRATEGY OPTIMIZATION

Implemented the right bidding strategy with continuous campaign improvements to achieve more conversions at a lower cost, maximizing the value of the conversions received (donation amount).

The results for Ramadan 2024 were magnificent!

4300%

increase in the total number of donations YoY.

850%

increase in donations value YoY.

93%

decrease in cost per donation YoY.

71%

acquisition rate in Ramadan 2024 compared to 42% in Ramadan 2023.

25%

retention rate in Ramadan 2024.

1.4

times was the average donation frequency per donor during the campaign.

IMPACT.

As a result of all individual donations during the month of Ramadan, UNRWA reached over 605,000 individuals (144,000 families) in Gaza with flour. And over 381,000 individuals (68,000 families) in Gaza received a food parcel.

UNRWA's success story demonstrates the transformative power of digital strategies in amplifying the reach and impact of humanitarian organizations. By embracing a data-driven approach and fostering strong partnerships, UNRWA paved the way for a more sustainable future for its vital mission.

Suzanne Ayoub

Head of Digital Engagement at UNRWA

Due to the immense and growing humanitarian needs impacting Palestine Refugees this year, particularly in the Gaza Strip, our objective through the Ramadan 2024 campaign was to raise awareness of UNRWA’s Zakat Programme and to acquire new donors to support displaced families with food assistance.

Our partners at Chain Reaction worked tirelessly and consistently to set up and optimize our campaigns for success. Their expertise and recommendations throughout the planning and execution phases were key to our successful fundraising results. These results exceeded our expectations and have set-us up for further success for future campaigns. Most importantly, the campaign raised a record number of Zakat donations, which directly and 100% fully benefit Palestine Refugees. We thank the Chain Reaction team for their partnership.

Empowering Hope: UNRWA and Chain Reaction's Digital Triumph in Ramadan 2024.