Refaq Charity
A Saudi-based nonprofit organization, Refaq Charity is dedicated to improving the lives of orphans in the Hail region. Since its founding in 2010, the organization has focused on providing comprehensive educational, social, and vocational support to help orphans transition into independent, productive members of society. The ongoing challenge of fundraising to support its programs led the organization to explore innovative solutions to boost donations and engage new audiences — especially during key fundraising periods like Ramadan.
on ad spend¹
Targeted, optimized campaigns and sophisticated data tracking through the Conversions API enabled Refaq to significantly improve donation metrics during a critical fundraising period.
Harnessing Conversions API for Online Fundraising
In preparation for Ramadan, the month of reflection, community and charity, Refaq Charity teamed up with Snapchat to optimize its online fundraising efforts. With Snapchat's guidance, the charity launched targeted campaigns to increase website purchases, focusing on key fundraising metrics. The collaboration focused on single asset Snap Ads, designed to attract users and drive traffic to Refaq Charity’s website.
A critical component of the charity’s strategy was implementing Snapchat’s Conversions API (CAPI), a structured, privacy-centric interface that allows businesses and nonprofits to send key marketing data directly to Snapchat’s servers. By integrating the tool, Refaq Charity gained access to more precise performance metrics, which in turn enabled them to make more informed decisions about their campaigns.
The charity had two options for integration: a direct integration for maximum control, or a partner integration through one of Snapchat’s supported platforms. By choosing direct integration, Refaq Charity was able to optimize their campaigns in real time, improving how they measured user engagement and donation outcomes. With enhanced event-quality scores, they ensured that their advertising dollars were spent effectively, boosting both visibility and donor conversions.
Remarkable Growth in Donations
By leveraging Snapchat's tools and optimizing their fundraising approach, Refaq Charity saw a 134% increase in website purchases compared to before the CAPI integration, and a 30% higher return on ad spend. That improvement was a clear indicator that the strategies recommended by Snapchat were not only effective but also highly scalable for future campaigns.
Not only did Refaq Charity see a massive jump in the number of purchases and ROAS, but they also reduced their cost per purchase by 34%, making their ad spend much more efficient. Tapping into the power of targeted, optimized campaigns and sophisticated data tracking through the Conversions API worked — enabling Refaq to significantly improve donation metrics during a critical fundraising period.