Skip to content
Book an Intro Call
Nonprofit and Sustainability

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

Meta, YouTube and Performance Max ads plus landing page CRO drove 1,104 new contacts for a textile recycling nonprofit. The results came within four months of launch.

Planet Aid clothing collection bin, featured in the Planet Aid case study
1,104
New contacts generated
Paid ads since launch
9.71%
Avg. landing page form conversion rate
By June 2025
37.51%
Nurture email open rate
Four months post-launch
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. Its work protects the environment and supports 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

Converting U.S. Interest Into Qualified Leads

Planet Aid had a foundational strategy and some internal execution capability. It needed a 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. The message and mission were strong. What Planet Aid lacked was a systematic, data-driven way to convert traffic into qualified leads at scale.

  • 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

This was a true U.S. pilot, so assumptions had to be rebuilt. New Perspective combined strategic oversight with hands-on execution, in close coordination with Planet Aid's internal team. Select a phase to see the work.

Step 1 of 4

Paid Media Strategy and Execution

  • Launched lead generation campaigns on Meta, YouTube and Google Performance Max.
  • Ran A/B tests on audience segments, messaging and ad creative to find high-performing combinations.
Planet Aid paid media ad creative

Step 2 of 4

Landing Page Optimization

  • Conducted CRO audits and implemented improvements.
  • Tested multi-step forms against standard forms to maximize conversions.
  • Added targeted exit-intent popups to recapture abandoning visitors.
Landing page scroll map used in the CRO audit

Step 3 of 4

Conversion Rate and Funnel Strategy

  • Reviewed and optimized the lead nurture workflow, resulting in a 21% increase in click-through rates.
  • Supported Planet Aid with testing structure, form variations and prioritization.
Lead nurture and funnel strategy illustration

Step 4 of 4

HubSpot Reporting

  • Built a custom dashboard tracking source, state, conversion rates and form types.
  • Enabled real-time performance visibility for Planet Aid's internal team.
HubSpot attribution graph from the custom reporting dashboard

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

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
Screenshot 2025-06-25 152626 - Madison Filipiak

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.

Growth Marketing Session

Find Where Your Pipeline Is Leaking

Book a free 45-minute session with a senior B2B strategist. Review your marketing, identify gaps and plan your next move.

Book a Growth Marketing Session