Generating bigger returns on event acquisition spend

Manifesto’s partnership with Diabetes UK focuses on helping the charity boost fundraising through its participation events programme by improving the effectiveness of its acquisition spend. Working collaboratively across a range of established and new events, we’re helping them better plan, execute and gain insight from their paid search, display and social campaigns.

Driving continual improvement in return on ad spend

Their participation events programme is a major source of fundraising revenue for Diabetes UK, with sponsorship money from swimmers, runners and walkers helping fund vital research work and supporting people with diabetes. But with an ad hoc approach to planning, executing and evaluating digital acquisition campaigns, the charity was struggling to systematically improve the return it saw on digital ad spend designed to drive sign ups.

Blending innovation and optimisation to maximise returns

Manifesto has helped the charity adopt a more far-sighted approach to event acquisition, using live reports and custom dashboards to combine data from a variety of campaigns and channels, gain insight and optimise activity for maximum value. As well as maintaining regular contact to develop a shared pool of strategic insight, we’re also helping Diabetes UK trial new channels and technologies, like Spotify Ads, for reaching and engaging target audiences more cost effectively.

Delivering improved ROAS and a 227% increase in fundraising

Over the first two years of the Manifesto and Diabetes UK partnership, the participation events programme has raised a projected £2.3 million, a 227% increase over the prior period. The partnership has also boosted the total number of event participants by 93% and led to a 98% increase in the average amount raised per participant. Continuous knowledge sharing and regular reviews have also helped Diabetes UK expand the scope of their paid acquisition to encompass more channels and execute campaigns with greater confidence.

“We’re really impressed with the continuous improvements Manifesto have implemented to our paid search, display and social campaigns over the past couple of years. It’s a pleasure working with the team and we’ve learnt so much from their expertise. It’s brilliant to see our participation events programme grow so effectively, and we look forward to our continued partnership.” Daniel Larcey, Senior Events and Mass Participation Manager, Diabetes UK