Instagram Adverts: 'Return On Investment' Results…

HERE’S AN OVERVIEW OF OUR UKWT INVESTMENT IN AN INSTAGRAM DRIVER RECRUITMENT ADVERT:

Over April we invested £52 on an instagram advert…

15 Drivers signed up to our database, from seeing the Instagram Advert.  [1 never replied to my message welcoming her on board and inviting her to chat to get her set up to drive.  2 replied but didn’t answer the phone at the time that we arranged to chat.  12 Drivers had read the website, had committed to purchasing carriers and have been super speedy in getting themselves set up to drive for us.]

• That means that - effectively - £52 invested in Driver Recruitment Adverts on Instagram brought us in 12 very committed new Drivers.

Those new Drivers are (mostly) on Drivers Teams already.

INSTAGRAM DRIVER ADVERT RESULTS:

Based on the data above, for every £4.33 we invest on instagram, we’re growing our UKWT Driver Database by one committed, ready to get going, Driver.  That’s a wonderful conversion result!

[We also grew our online following by 251 followers, who have proven to be engaged even after the advert: these could lead to more future Driver sign ups - through personal shares - over time.]

HOW MANY ANIMALS WILL THESE NEW DRIVERS HELP?

Most of our current UKWT Driver Database is made up of Drivers who have been with us a minimum of 2 years.  Some of those Drivers have transported over 10 animals each spring/summer to emergency care & some have transported just one or two (an important one or two, every transport makes a big difference).

So a £4.33 investment looks like it will bring us on Drivers who will probably stay with us a minimum of 2 years, potentially helping, on average, 5 animals each, every year.  That works out at a £0.43 investment by UKWT for each animal got to emergency medical care, over 2 years.

And if these Drivers stay with us for as long as some of our Drivers have - almost 5 years - that works out at an investment at a few pence per animal.

[*For reference, we also trialled instagram adverts in February/March for smaller amounts, to start with.  Looking back on this data, 7 Drivers came on board from those instagram adverts, providing a similar conversion rate of £4.33 per Driver.]

MY CONCLUSION:

Instagram is appearing to work for us very well in helping us to grow our Driver Database far faster than posters and other recruitment drives.  A few of the Drivers who joined us in March & April have already transported wildlife to emergency care for us.

MY NEXT STEP:

I want to now do a BIG push for LOTS more Drivers before June…. I am raising the money to invest £1000 in Instagram adverts in the first 2 weeks of May, to hopefully (based on the data above) grow our Drivers Database by 231 Drivers, before June.

THE IMPACT THAT EACH NEW DRIVER ENABLES US TO HAVE:

As mentioned above, as the Drivers that are joining our database are proving so committed and kind hearted from the get go, each Driver holds the potential to help dozens of animals over the next - for example - 5 years.

If we can grow our Database by 231 Drivers before June and they each transport an average of 5 animals over the summer months - some transports can also be nests of babies, up to 10 animals each time -  than that would be an anticipated 1,155 wild lives got to emergency care by those Drivers alone, this year.

As those Drivers stay with us and go on to help more animals, that would be many 1000s of wildlife got to emergency medical & rehabilitative care (who are otherwise falling through a transport gap).