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    SUSTAINABILITY

    Nonprofit Marketing Agency: 1,104 Contacts From Paid Ads & CRO

    Nonprofit marketing for a textile recycling nonprofit: Meta, YouTube and Performance Max ads plus landing page CRO drove 1,104 new contacts.

    planet aid case study
    37.51%
    Nurture email open rate
    Four months post-launch
    1,104
    New contacts generated
    paid ads since launch
    9.71%
    Avg. landing page forms conversion rate
    9.5
    Q2 client satisfaction score
    Out of 10
    The Client

    About Planet Aid

    Planet Aid is a nonprofit that collects and recycles used clothing and shoes to protect the environment and support sustainable development in communities worldwide.

    Known for its global Humana People to People Volunteer Program, Planet Aid wanted to bring its mission to the U.S. for the first time. It turned to New Perspective to accelerate growth across paid media, landing page optimization, HubSpot reporting and conversion rate strategy.

    Key Takeaways
    • The U.S. pilot proved the program's viability in the U.S. market.
    • Interest was captured and converted with minimal internal lift.
    • Clear attribution and reporting enabled faster, data-driven decisions.
    The Challenge

    Their Challenges

    Planet Aid had a foundational strategy and some internal execution capability. It needed a marketing partner to optimize campaigns, scale results and apply conversion-focused expertise.

    The volunteer program had proven successful in Europe, but U.S. audiences responded differently. Although the message and mission were strong, Planet Aid lacked a systematic, data-driven way to convert traffic into qualified leads at scale. It faced three key hurdles.

    Screenshot 2025-06-25 152401 - Madison Filipiak
    01

    Limited Internal Bandwidth

    Planet Aid had limited internal bandwidth for campaign execution and monitoring.

    02

    Inconsistent U.S. Engagement

    Engagement was inconsistent across U.S. channels.

    03

    Finding What Worked

    Planet Aid needed to quickly identify what worked and double down.

    The Approach

    How We Helped Planet Aid

    New Perspective implemented a tightly scoped mix of strategy and hands-on support. This was a true U.S. pilot, so assumptions had to be rebuilt. Success required tight coordination between New Perspective and Planet Aid's internal team, combining strategic oversight with hands-on execution. Select a phase to see what we did.

    Step 1 of 4

    Paid Media Strategy & Execution

    • Launched lead generation campaigns on Meta, YouTube and Google Performance Max
    • Ran A/B tests on audience segments, messaging and ad creative to identify high-performing combinations
    planet aid cs
    The Results

    What Planet Aid Achieved

    Results by June 2025, four months after launch.

    Contacts
    1,104

    New contacts from paid ads

    New contacts generated through paid ads since launch.

    By June 2025
    Conversion
    9.71%

    Landing page form conversion rate

    Average conversion rate across landing page forms.

    By June 2025
    Nurture emails
    37.51%

    Nurture email open rate

    Open rate for the lead nurture emails.

    By June 2025
    Nurture emails
    31.43%

    Nurture email click-through rate

    Click-through rate for the lead nurture emails.

    By June 2025
    How we measured

    Figures are as of June 2025, four months after launch. The contact count covers new contacts generated through paid ads.

    Screenshot 2025-06-25 152626 - Madison Filipiak
    “It seems like the adjustments that were made really had a positive impact. Madison does a great job keeping us organized and on track while also bringing creative ideas and solutions. That’s why we’re scoring Q2 as a 9.5.”
    Haley Chitty Communications Manager, Planet Aid
    FAQs

    Frequently Asked Questions

    01What results did Planet Aid get from its U.S. campaign?

    By June 2025, four months after launch, paid ads had generated 1,104 new contacts. Landing page forms averaged a 9.71% conversion rate. Nurture emails reached a 37.51% open rate and a 31.43% click-through rate.

    02Which services did New Perspective provide?

    The work covered paid media strategy and execution, landing page optimization, HubSpot reporting and conversion rate and funnel strategy.

    03Which ad channels did Planet Aid use?

    Lead generation campaigns ran on Meta, YouTube and Google Performance Max. New Perspective also tested audience segments, messaging and ad creative.

    04How did Planet Aid rate the work?

    Planet Aid gave a Q2 client satisfaction score of 9.5 out of 10.

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