How One Organization Utilized Paid Media for an Outstanding Year End

2020 was a year unlike any other. Fundraisers pivoted to adapt to the anomalies brought on by the COVID-19 pandemic, with many using this as an opportunity to invest in new channels.

After a strong Giving Tuesday, non-profits were cautiously optimistic entering the year-end giving season and we are thrilled to report that many of our clients had a remarkable year-end, and one of the many success stories is featured here.


The Situation  

One of our clients, the Foundation Fighting Blindness, who is the world’s leading private funder of retinal disease research, reached out for help launching their first ever paid media fundraising campaign as they continued to expand their digital fundraising presence during the crucial year-end time period.


The Solution

Working closely with the client, MINDset implemented a media plan for their year-end fundraising efforts consisting of both paid social media and SEM ads. To create a cohesive donor experience, MINDset developed a multichannel year-end campaign theme, where we strategically coordinated timing and messaging across channels to create a successful integrated campaign.

We continually optimized budget across channels and tactics to progressively build on our media learnings and deliver the strongest ROI possible. We leveraged “always on” evergreen creative along with time-specific creative during key year-end moments. MINDset developed the creative, executed the media buys and provided the client with on-going campaign optimization and monthly performance reports to ensure a successful year-end campaign.

Take a look at one of the paid social ads MSD created for the Foundation during this year-end campaign.

We leveraged the carousel ad format on Facebook to tell the story of Hannah through photos and emphasize how the Foundation’s work is helping to fund critical research that provides life-changing treatments for people like Hannah who are living with blinding retinal diseases.


The Results

The Foundation’s paid media campaign was a huge success and was instrumental in creating some of their most impactful year-end results to date.

Specifically, the paid media campaign led to:


The insights from this year-end campaign are already helping to fuel 2021 paid media initiatives and an integrated strategy that will help efficiently build the Foundation’s donor file and maximize revenue across channels.


Learn More

Interested in learning about how MINDset Direct can take your organization’s fundraising strategies to the next level? Contact Us! 

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To learn more about The Foundation Fighting Blindness, visit

Candice Briddell

Candice Briddell, Managing Partner and Co-Owner, has worked within the fundraising and marketing industry for nearly twenty years and has been a part of the MINDset team for over a decade. Prior to that, she was integral in the retention marketing program at AOL.