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Turning Interest into Advocacy
Paid Social Media Marketing • Lead Generation • Audience Strategy
Campaign Messaging • Email Nurturing • Digital Engagement Strategy
As a youth-led organization, URGE has long worked to help older donors see their place in the movement.
The Dobbs anniversary gave us an opportunity to bridge that gap by reaching older audiences when reproductive justice was already top of mind. We used paid social to offer a practical entry point into URGE’s work, then continued the relationship through email.
Project Snapshot
What We Helped Achieve
Introduced URGE to an older donor audience with a personal connection to reproductive justice
Built a Meta lead generation campaign using resources as a value exchange to start conversations and grow URGE’s opt-in email list.
Cultivated the relationship through follow-up email communications
Outperformed industry benchmarks: 5.6x higher click-through rate and 26% lower cost per lead
The Challenge & Approach
Challenge
URGE had long wanted to engage an older audience with a personal connection to reproductive justice. As a youth-led organization focused on young people driving change, the challenge was helping that audience see where they fit in the work.
The paid social campaign needed:
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Messaging that connected older supporters’ lived experience to URGE’s mission
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A resource offer strong enough to earn attention and invite an email opt-in
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A follow-up path that made the new audience feel intentionally included
Approach
Wingo helped shape the campaign from strategy through production. We developed the resource concepts and final materials, built precise ad audiences for paid social targeting, and tailored the email follow-up for this new audience segment.
The campaign gave supporters something useful to engage with before asking anything more of them:
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A Letter to the Next Generation: The Importance of RJ Advocacy
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Building Bridges: Conversations About Reproductive Justice
Summary
Each resource gave older supporters a practical way to connect their experience to URGE’s youth-led work. The ads introduced that invitation to a targeted audience, and the email follow-up built on the relationship beyond the first download.
The campaign came to life through two reproductive justice resources and a paid social strategy built to reach the right audience.
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A Letter to the Next Generation: The Importance of RJ Advocacy was a letter template for long-time advocates to write to young people in their lives. It helped supporters turn personal experience into a genuine message about why reproductive justice still matters.
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Building Bridges: Conversations About Reproductive Justice is a conversation guide for everyday moments when reproductive justice comes up. It offers real-life scenarios and starter phrases to help supporters begin meaningful conversations with more confidence.
Together, the resources and ad creative gave the campaign a genuine invitation: not just to learn more, but to reflect on a shared history and bring the conversation into real life.
The Work Behind the Campaign
Website Development
We build nonprofit websites and campaign pages that make information easier to find and action easier to take. Our work can support full website builds, landing pages, donation pathways, and service-focused content.
Reporting & Optimization
We translate campaign performance into clear takeaways your team can use. The goal is to understand what is working, what needs to shift, and how the next campaign can be stronger.
Website, UX & SEO
We improve how people navigate your website and find your organization online. This work can include SEO recommendations, page structure, content updates, and clearer paths to action.
Campaign Strategy
We help shape the audience, message, CTA, and digital path before a campaign goes live. Whether you are planning a year-end appeal or a focused digital campaign, that strategy helps each channel work toward the same goal.
Digital Marketing Services
Wingo supports nonprofits across the digital channels that shape supporter engagement, from campaign planning to performance reporting.
Paid Search & Google Ad Grants
We help nonprofits reach people who are actively searching for information, resources, or ways to get involved. Our work can include Google Search campaigns, Google Ad Grants strategy, keyword research, and campaign optimization.
Organic Social Media Content
We create organic content that helps your mission stay visible between major campaigns. This can include campaign posts, timely updates, thought leadership, and storytelling content tailored for the platforms your audience uses.
Email Marketing
We write and shape email campaigns that help supporters understand the message and move toward action. This can include fundraising appeals, donor journeys, newsletter content, and post-campaign follow-up communications.
Related Work: Read the Thinking Behind the CLC Donor Communications
Paid Social Media Marketing
We plan and manage paid campaigns across Meta, Google, and LinkedIn with audience strategy at the center. Each campaign is built to reach the right people with messaging that connects to a clear next step.
Related Work: See How the URGE Campaign Reached New Supporters
Intentional Donor Comms
The campaign gave older supporters a meaningful entry point into URGE’s work and helped build a new audience the organization could continue engaging. By pairing relevant resources with tailored follow-up emails, we created a path from initial engagement toward deeper donor relationships.
5.6x
Higher Click-Through Rate than the industry average
26%
Lower Cost Per Lead than the industry average