- Case study
- Non-profit · Humanitarian health
- Fundraising
- SEA + Social Ads
ALIMA: €85,000 in year-end donations in 2025 and a single path from awareness to giving
Ads for Change connected ALIMA's communications and fundraising in one path, from first impression to donation, across Bing, Google and Meta. The 2025 year-end campaign reached €85,000 in donations against a €82,000 goal.
- Sector
- Humanitarian medical NGO
- Levers
- Bing Ads, Google Ads (Search, Demand Gen, Performance Max, Ad Grants), Meta Ads, Email (Actito), GA4 tracking
- Markets
- France
- Duration
- Since 2025, ongoing
- Updated on
- 09/11/2026
ALIMA × Ads for Change in numbers
- in year-end donations in 2025, €82,000 goal exceeded
- €85,000
- new donors, or 62.65% of the campaign's donors
- 557
- in donations from the top, middle and bottom of funnel path built with Communications
- Nearly €10,000
- cost per contact captured on Meta (quiz and newsletter) over 7 days, versus €2.68 over 30 days
- €1.95
Compared period : Year-end 2025 (reviews of January 20, 2026); Meta cost per contact as of October 27, 2026 · Sources : Bing Ads, Google Ads, Meta Ads, GA4, iRaiser
In short
- The client : ALIMA is a humanitarian medical NGO that raises donations in France.
- The challenge : Two teams, Communications and Fundraising, and two paths that never meet, with Bing cost per donation multiplied by 2.74 in one year.
- The result : €85,000 in year-end donations in 2025, including 557 new donors.
Who is ALIMA?
ALIMA (The Alliance for International Medical Action) is a humanitarian medical NGO. It raises donations in France and engages its community through social media, Search and email. Its Communications and Fundraising teams now work together on a shared media plan.
An email channel that delivers
€25,854 in donations generated by email over thirteen months, from 342 donations
Two committed teams
A shared €138,000 media plan for year-end 2026 (€100,000 Fundraising, €38,000 Communications)
An entry point that attracts
The medical quiz and the newsletter feed the contact file through Meta
The challenge: getting Communications and Fundraising to work on the same audience
At ALIMA, Communications builds an audience while Fundraising starts every year from a cold audience. Each team did its job well, but the audience built on one side never served the other: the organization was paying twice to speak to the same people. Meanwhile, the historic fundraising lever, Bing, was getting more expensive. In 2025, cost per donation there reached €96.20, 2.74 times the 2024 level, and only 2.3% of paid media funded a donation ask.
Starting point
- Two teams, two funnels that never meet
- A Bing cost per donation of €96.20 in 2025, multiplied by 2.74 in one year
- 2.3% of paid media devoted to the donation ask (€2,215 out of €94,977)
- A strong reliance on Bing: €73,000 in year-end donations, of which €51,520 came through the associations list
- A donation counter to make reliable: 166 donation events counted by Google for 17 actual donations
Our approach in 4 areas
A single path, from first impression to donation, where each stage feeds the next.
- A top, middle and bottom of funnel pathCampaigns are organized by stage: awareness (YouTube Demand Gen, Meta, Ad Grants), contact capture (medical quiz and newsletter through Meta lead gen), then the donation ask (Bing, Google, Meta retargeting).
- A contact first, the donation nextEvery contact enters a welcome email sequence before any donation ask. New donors are excluded from advertising every week, on Meta and on Google.
- Budget where giving is confirmedSearch budget is reallocated to Demand Gen (sessions of nearly 2 minutes versus 45 to 47 seconds), under-24s are excluded from targeting in France and Europe, and the donation budget is concentrated in December.
- A shared counter and readable testsGA4 becomes the single counter, with a UTM grid and media codes. Tests (warm versus cold audiences, category versus brand, monthly giving) have their decision thresholds set before reading the results.
Results to date
| Indicator | Before | After | Change |
|---|---|---|---|
| Donations raised, year-end 2025 | Goal: €82,000 | €85,000 | +4% vs goal |
| Share of new donors | 62.65% (557 donors) | +1.5 points vs previous year | |
| Meta cost per contact (quiz and newsletter) | €2.68 (30 days) | €1.95 (7 days) | -27% |
Bing carried most of the fundraising (€73,000 in donations, of which €51,520 through the associations list), with budget concentrated in December and a final week of the year above 2 return on investment on the associations list. Overall return on investment stayed at 1.6, below the 1.8 goal, because complementary levers (Lilo, Qwant, Meta, Google) returned little and Bing cost per click rose from €4.55 to €5.71: we refocused the budget on Bing and Google. For year-end 2026, the shared €138,000 plan connects Communications and Fundraising, and its first results are still being read.
What to take away for your organization
Connect your Communications and Fundraising teams: the audience built on one side must serve the other, otherwise you pay twice to speak to the same people.
Capture a contact before asking for a donation: a quiz or a newsletter through Meta lead gen, followed by a welcome sequence, creates a warm audience to approach next.
Concentrate your donation budget on the period that pays: in 2025, donation value spiked mostly in the last week of December.
Do not depend on a single lever: Bing carries fundraising but is wearing out (cost per click from €4.55 to €5.71), so test alternatives with decision thresholds written in advance.
Make your counter reliable before raising budgets: a single measurement tool, with UTMs and media codes everywhere.
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