Goals and objectives
Be The Match®, operated by the National Marrow Donor Program® (NMDP), is a nonprofit organization that’s dedicated to helping every patient get the life-saving transplant they need. As trusted leaders in advancing treatments for those facing life-threatening blood cancers, they provide the ground-breaking research, innovative technologies, patient support and education that save lives.
A constant challenge for NMDP, is to recruit more bone marrow donors in general, and particularly individuals from the Hispanic minority, as they are underrepresented in the donor registry. N365, with extensive experience in setting up digital campaigns aimed at generating conversions in various forms, therefore proposed a native advertising campaign with the goal of attracting, engaging, and converting the target audiences.
Together with NMDP, the decision was made to activate two campaigns in 2023, one during the first half of the year and one during the latter part. The campaigns included native articles on the editorial website ”Future of Personal Health.” The distribution of the content took place in Meta’s network, where N365, leveraging its extensive experience on the platform, could effectively reach relevant target groups that NMDP wanted to engage. After visitors engaged with the educational native content on the website, they had the opportunity to click through to NMDP website to become a donor.
The primary goal was for each campaign to generate at least 100 new donors, so the total for both campaigns would be a minimum of 200 new donors overall.