Case Study
Thompson’s Journey: From Clicks to Care
Intro
After a successful rebrand and the launch of the “Changing Lives Changes Everything” campaign, Thompson, a mission-driven nonprofit expanding across the Southern United States, was ready to build on that momentum. Committed to supporting children and families through trauma-informed care, Thompson’s next challenge was converting growing awareness into meaningful community action.
As the agency of record, BRK Global Marketing led the charge into phase two of the campaign, developing a data-driven digital marketing strategy. This stage focused on amplifying engagement through advanced pixel tracking, segmented email nurture campaigns and refined audience segmentation. The goal: grow donations, volunteer interest and foster care applications by delivering highly relevant, timely communications to targeted users.
Services
- Creative Development
- TargetIQ Digital Advertising
- Email Marketing
- Website Strategy
The Results
In just six months, the BRK team was able to:
- Capture over 8,000 unique email addresses through pixel-enabled lead capture and nurture workflows
- Increase website traffic by 335%, demonstrating effective targeting and audience refinement
- Boost engagement translated into more foster care applications, donations and volunteer signups — amplifying Thompson’s impact in the community
THE CHALLENGE
With a refreshed brand in place and initial outreach complete, Thompson needed to ensure that its identity and mission were recognized, understood and embraced by the broader community. The focus shifted to sustaining engagement and driving action—specifically, increasing donations, recruiting more volunteers and inspiring interest in foster parenting.
THE SOLUTION
Building on insights from the first campaign phase, BRK implemented a highly targeted digital strategy to engage users more deeply and drive measurable outcomes:
- Audience Segmentation: Divided into brand awareness, donors, volunteers and potential foster families for tailored messaging.
- Pixel Implementation & Workflow: Installed a visitor identification pixel on Thompson’s website to track visitor behaviors and interests, funneling users to relevant landing pages and capturing data to refine targeting and personalize follow-up.
- Email Nurture Campaigns: Developed two sets of nurture emails, refreshed quarterly, providing tailored content such as success stories, volunteer highlights, donation impact and foster care information. These sequences nurtured leads gently, driving deeper engagement and prompting actions like donating, volunteering and foster care applications.
LOOKING AHEAD
With a robust lead acquisition and engagement system in place, BRK is well-positioned to build on current efforts and further strengthen connections with the community in support of Thompson’s mission.
Future initiatives will focus on refining email nurture campaigns, enhancing pixel targeting and exploring new opportunities for personalized content and expanded digital channels—all guided by ongoing performance insights to maximize impact.
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