TL;DR:
- Al-Wedad Foundation for Development, a Saudi charity, used AI to enhance its fundraising efforts.
- They integrated AI into their digital marketing strategy during Ramadan.
- AI recommendations and value conversion tracking saved time and resources.
- AI-powered Search campaigns maximized conversion value and attracted new donors.
- They raised over $1.5 million, increased supporters by 25%, and found homes for 72 orphaned children.
Main AI News:
In the world of philanthropy, leveraging technology has become a game-changer, allowing charitable organizations to reach wider audiences and raise much-needed funds efficiently. The Al-Wedad Foundation for Development, a Saudi Arabian non-profit dedicated to providing comprehensive care for orphans, recently embarked on an incredible journey of digital transformation by incorporating artificial intelligence (AI) into their fundraising efforts. This pioneering approach not only helped them raise millions of dollars but also brought hope and homes to orphaned children.
The Challenge
Al-Wedad Foundation for Development’s mission is clear: to care for orphans under the age of two and find suitable families to take care of them while integrating them into society. The challenge, however, was how to consistently secure donations throughout the year, beyond the traditional seasonal campaigns during Ramadan or Hajj. To address this issue and maximize their impact, the organization turned to AI-powered solutions.
AI Integration
The pivotal moment in Al-Wedad Foundation’s journey was their collaboration with Google to integrate AI into their digital marketing strategy. Ramadan, a time when charity becomes especially significant in the Middle East and North Africa (MENA) region, served as the perfect backdrop for this transformative initiative.
- Saving Time and Resources: Previously, the organization manually managed Google ads, a labor-intensive task. This year, they adopted AI-driven recommendations that automatically enhanced their ads, saving time and resources. These AI recommendations covered everything from suggesting keywords to refining bid strategies, all while optimizing their campaigns.
- Value Conversion Tracking: Another key element was the implementation of value conversion tracking, allowing Al-Wedad Foundation to monitor the customer journey on their website and capture online donations generated by their paid ads. This data-driven approach formed the foundation of their AI-powered ad strategy, providing valuable insights and freeing up resources for more strategic concerns.
AI-Powered Search Campaigns
To ensure a steady flow of contributions and appeal to both existing and new donors, the Al-Wedad Foundation launched two AI-powered Search campaigns:
- Maximizing Conversion Value Bidding: This strategy automatically adjusted bids to maximize revenue generated within their budget, focusing on higher-value donations from paid clicks.
- Maximizing Conversions Bidding: This approach generated the most campaign conversions within their allocated budget, capturing recurring smaller donations from donors and ensuring a consistent flow of contributions.
Additionally, they used AI-powered broad matches to reach a broader audience efficiently, showing ads on searches related to their keywords, even if they didn’t contain the exact terms.
Measuring Success
The results were astonishing. Al-Wedad Foundation for Development raised over USD $1.5 million in donations during the first half of the year, representing an impressive 110% year-on-year increase. Their supporter base also grew by 25%, reflecting a substantial increase in engagement. Most importantly, this AI-driven campaign allowed them to provide loving homes for over 72 orphaned children.
Building Trust through Content
To showcase the profound impact of its AI-powered campaign, the organization created heartwarming videos and AI-driven responsive display ads. These efforts aimed not only to encourage existing donors but also to build trust with new supporters, emphasizing the positive influence of their work on the lives of the children they serve.
The Future with AI
Initially hesitant about relying entirely on AI for fundraising, the Al-Wedad Foundation’s success story demonstrates the incredible potential of technology in the non-profit sector. With a deep understanding of its audience and industry, combined with Google’s expertise in AI and marketing, the organization has set its sights on the next AI-powered adventure: Demand Generation. Their goal is to generate interest and proactively reach individuals interested in supporting their cause.
Conclusion:
The Al-Wedad Foundation for Development’s journey showcases how AI can revolutionize fundraising efforts for charitable organizations, allowing them to reach their goals, impact more lives, and inspire lasting change. By embracing technology, they have shown that with determination and innovation, even the most significant challenges can be overcome for the betterment of society’s most vulnerable.
