Summary
In just 30 days, the Dominican House of Studies Facebook ads campaign has generated 3,705 leads at an impressive 40% conversion rate, with a cost per lead of just $1.56. This campaign has quickly proven to be a major success, helping the client connect with thousands of individuals seeking spiritual guidance and prayer.
The Dominican House of Studies, located in Washington, D.C., is a Catholic institution dedicated to the intellectual and spiritual formation of future priests and theologians. The friars offer prayerful support to those seeking spiritual guidance, making this campaign a perfect way to further their mission.
Campaign Overview
The objective of this campaign was to generate new leads for long-term engagement with the Dominican House of Studies. We encouraged users to fill out a lead form in exchange for weekly devotionals from Father Petri, as well as the comfort of knowing that friars and priests would pray for their specific requests daily.
Key Results - First 30 Days
- Cost per lead: $1.56
- Total leads generated: 3,705
- Conversion rate: 40%
The Strategy
We structured this campaign with a robust targeting approach to ensure we were reaching the right audience. Our team created custom audiences based on past interactions and added detailed interest and demographic-based targeting to further refine our reach. This allowed us to connect with individuals who were likely to be receptive to the offer of spiritual guidance and prayer from the Dominican House of Studies.
In terms of ad creative, we tested three key formats:
- Single Image Graphic: Featuring the headline “Can we pray for you?”—direct and sincere, aiming to resonate emotionally.
- Carousel Graphic: Offering multiple visuals to illustrate the powerful prayer ministry of the Dominican House.
- User-Generated Content-style Video: A heartfelt video from Father Petri, walking through the church and showing the very prayer boards where friars read and respond to prayer requests every day.
Creative Performance
Father Petri’s UGC-style video far outperformed the static images. His warm, personal appeal, combined with the visual of the prayer boards, connected deeply with the audience. The video not only drove the bulk of leads but also humanized the Dominican House, helping people see Father Petri as a personal, relatable figure within the community and strengthening the emotional bond with the viewers.
Seamless Integration With CRM
To maximize efficiency and capture every lead, we integrated the campaign with the client’s CRM system, Salesforce. This allowed us to build an automated workflow where each Facebook lead was immediately added to a list and funneled into a drip email campaign. The workflow ensured that every new lead received:
- A welcome email introducing the Dominican House of Studies and the weekly devotional program.
- Weekly devotional emails from Father Petri that nurture spiritual growth and remind recipients of the friars’ continued prayers.
Supporting A Broader Mission
This campaign isn’t just about building an immediate list—it’s laying the groundwork for future engagement. In addition to spiritual support, these new leads will be vital as the Dominican House prepares for its annual appeal in the fall, where they will ask for donations via email and mail. By nurturing this audience through weekly devotionals and personal connections, we’re helping to cultivate a donor base that will be receptive to future appeals.
Looking Ahead
With over 3,000 leads already in just 30 days and a 40% conversion rate, we’re thrilled to see what the future holds for this campaign. This early success is not just about numbers—it’s about creating meaningful, lasting connections between the Dominican House of Studies and those who seek prayer and spiritual support.
Stay tuned for more updates as we continue refining the campaign to maximize engagement and long-term retention.
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