Driving Applications with Mission-Driven Advertising

CASA MN

Volunteer Recruitment

Court Appointed Special Advocate Minnesota (CASA MN), a nonprofit whose volunteers represent children’s needs and best interests in the court systems, was seeking new volunteers after an operational pause. Volunteers typically commit 10–12 hours per month, so recruitment required reaching people with the capacity and motivation to meet that level of involvement.

Finding the Right Audience

Neuger partnered with CASA MN to develop and implement an advertising campaign to drive volunteer applications. We planned advertising placements via digital advertising, professional organizations’ newsletters, Meta, LinkedIn and Spotify. Unfortunately, a grant that CASA MN had qualified for fell through, reducing the planned budget by over 50 percent.

We chose to move forward with digital and audio advertising on Meta and Spotify. We analyzed CASA MN’s existing volunteer database to identify common attributes, which informed targeting based on priority zip codes, job titles and interests. To support accurate data measurement, CASA MN’s website was updated to track completed volunteer applications.

Reaching Mission-Driven Volunteers

Over 120 days, advertising efforts led to 92 new applications for CASA MN, with 70 percent of those applicants moving forward to the interview round. 31 new volunteers were accepted to CASA MN, exceeding our initial goal by 206 percent, which had been set prior to the budget being cut. Exceeding the initial goal allowed CASA MN to demonstrate its ability to obtain new volunteers for future grant applications.

Client

CASA MN

Services

Advertising