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A green strategy to reach more climate-conscious donors

Justdiggit header image
Max Reilman
Max Reilman
Strategist, Digital Marketing NL
Date
7 June 2022
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The temperature of the earth keeps rising, and in effect, the earth is drying out. To stop this desertification and climate change we must take action now. Justdiggit, together with farmers and local parties, greens dry soil in Africa to make it fertile again. With their campaigns they spread awareness about nature-based solutions and call to action: Dig in! Justdiggit looked for a way to better streamline their digital marketing channels and expand their community of donors.

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A worldwide regreening movement

Together with farmers in Africa, Justdiggit digs crescent-shaped circles (called “bunds”) in dry soil. Rainwater can be collected here and that ensures that the soil becomes fertile and green again within a year. This is not only necessary for the local living conditions, but also for humans and nature worldwide. With climate change at stake, this is an opportunity where DEPT® as a B-Corp organisation, is happy to contribute. 

The community of Justdiggit consists partly of local partners and communities that work the soil, and donors & ambassadors that create a worldwide awareness to financially contribute to these solutions. Donors primarily come from European countries (such as the Netherlands, the UK, and Germany), where donations go to environmental projects. To expand this community on a worldwide scale, we first had to determine what our focus was and how donors could be reached. Furthermore, we had to streamline our online marketing channels better.

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The strategy

Since all media budgets are pro bono and therefore limited, choices had to be made on how we could best use our budget. Both per channel, and on a national scale. Where did we see the most opportunities, and how could the community be expanded? 

To maximise the impact of the marketing campaign, four phases where set up:

  • Analysis of the market attractiveness
  • Analysis of donations and media behaviour among the target group
  • Optimal media mix based on (grant) media budgets
  • Effectively measuring the growth of a community 

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Our approach

Target group

Optimal media mix

Measurability

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Results

We combined our power with Justdiggit for this green mission. After rolling out the strategy, we saw the following increases in performance:

  • 16% growth in turnover from donations
  • 35% growth in sessions
  • More hearts were greened? Check!

Questions?

Strategist, Digital Marketing NL

Max Reilman

Stay in touch!

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