Big Give: Earth Raise

Driving record reach and website traffic for Big Give's Earth Raise campaign

Services

For Earth Raise 2026, I developed and delivered the paid advertising strategy across Meta and YouTube to help Big Give maximise awareness, drive high-quality traffic and support donations during its flagship environmental fundraising campaign.

Because the campaign couldn't use donation tracking, success depended on strategic audience targeting, compelling creative and continuous optimisation throughout the campaign.

6.2M+

Impressions

84k+

Website clicks

135%

Increase in website traffic

900%

Increase in click through rate

39%

Lower cost per click

The Challenge

Earth Raise brings together dozens of environmental charities under one campaign, meaning the advertising needed to appeal to a broad audience while still inspiring people to take action.

With no donation tracking or conversion pixels available, the platforms couldn't optimise for completed donations. Instead, the focus was on reaching the right audiences, driving high-quality traffic to the campaign website and making every advertising pound work as efficiently as possible.

My Approach

I planned, managed and optimised the campaign from start to finish across Meta and YouTube.

This included developing a multi-channel paid advertising strategy, building tailored audience segments, managing campaign setup and delivery, testing creative, monitoring performance daily and continuously optimising activity throughout the campaign to maximise results.

Alongside the paid advertising, I introduced a pre-launch awareness phase to build momentum before the campaign opened, and worked with creator and charity collaborations to extend reach and engage new audiences.

A pathway cuts through trees, covering the walkway above them. They are bright green and at the end of the path the sun is shining brightly.

A photo looking up through a forest of trees. They are very tall, and in a circular placement - the sky above them looks blue.

The Impact

The campaign delivered Big Give's strongest paid advertising performance to date, significantly increasing reach and website traffic while improving efficiency compared with previous campaigns.

Highlights included:

Reaching more than 6 million people across Meta and YouTube.
Driving over 84,000 website clicks during the campaign.
Increasing website traffic by 135% compared with the previous comparable campaign.
Improving click-through rate by 900% year-on-year.
Reducing cost per click by 39%, making the campaign significantly more cost efficient.
Growing overall campaign reach by more than 270% compared with previous Big Give fundraising campaigns.

The campaign demonstrated how a strategic, data-led approach to paid advertising can dramatically increase the reach and effectiveness of a fundraising campaign - even when conversion tracking isn't available.