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Charity client achieves 200% ROI with Fluid Ads – “For every $1 spent we got $3 back”


Charity client achieves 200% ROI with Fluid Ads – “For every $1 spent we got $3 back”

Wheels for Wishes and Vehicles for Veterans are brands registered and run by the National Fundraising Management. They are a charity founded in 2009 which benefits Make-A-Wish chapters in various locations throughout the United States.


Wheels For Wishes helps grant wishes for children diagnosed with critical illnesses in their local communities and has so far donated over $78 million dollars to participating Make-A-Wish chapters helping make over ten thousand wishes come true.


Vehicles for Veterans is a non-profit vehicle donation program dedicated to providing funding that will help to build better lives for US veterans and their families.

The Challenge


The Wheels for Wishes Car Donation Program is a successful turnkey car donation program. It involves significant, effective, and ongoing advertising campaigns, state of the art analytics software, quality customer service staff, reliable vehicle pick-up services, and multiple vehicle resale avenues.


The mission at Wheels for Wishes is for the program to quickly become the local market leading car donation program when expanding into a fresh territory, generating major net dollar funds for their partner Make-A-Wish chapters.


Wheels For Wishes put out an RFP (request for proposal) to assist in effective and ongoing advertising campaigns to support this mission. Fluid Ads were selected by Wheels for Wishes along with another provider to deliver the goals outlined in their proposal.

The Solution


Using the Fluid Ads creative team to design and build the Ad creatives in our Ad Builder, the customer success team set-up the digital ad campaigns and implemented intelligent targeting tactics such as Contextual, Keyword Search, Retargeting and Defined Audiences.


Using the right creative and targeting methods, Fluid Ads were able to connect with a super targeted audience much more likely to convert and boost donations.


The Fluid Ads optimisation team continuously monitors and optimises the ad campaign to ensure ultimate performance.

The Result


Fluid Ads outperformed during the A/B trial against the other provider to become the sole partner of digital ad campaigns for Wheels for Wishes. The trial resulted in a surplus of 109% impressions, a 1.05% CTR (click through rate) and 98 donations with a ROI (return on investment) of 123%.


Following the success of the Wheels for Wishes campaign, National Fundraising Management wanted to run another trial for one of their other brands, Vehicle for Veterans. This trial ran over a 4-week period, reaching over 10million, and resulting in 156 donations with an ROI of 170%.


The success of the Wheels for Wishes and Vehicle for Veterans campaigns meant that National Fundraising Management chose Fluid Ads to become their long-term partner, managing digital advertising campaigns for both Vehicle for Veterans and Wheels for Wishes brands.


Within the two trial months for both brands, Fluid Ads generated a colossal 245,734 leads, served their branded ads to relevant audiences (over 22,961,625 impressions), and generated over 289 donations, which resulted in a combined ROI of 147% and a long-term partnership. Fluid Ads now contribute 42% of Wheels for Wishes total traffic and 66% of Vehicle for Veterans total traffic.


Following the fantastic results achieved for National Fundraising Management, Fluid Ads are now supporting the launch of a third brand, Animal Donation Charity.


For the three brands, Fluid Ads generate over 70,000 clicks to their site per week and over 12.5 million impressions weekly. These campaigns use a combination of tactics including search terms, websites visited and audience targeting where we can target users based on specific demographic and in-market needs.


Retargeting campaigns generated stand-out performance which delivered over 1.80% click through rates, capturing previous users with complimentary messaging.


Wheels for Wishes




United States


51 - 200

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