---
title: Good Law Project
date: 2023-05-09T09:54:00Z
modified: 2025-04-22T15:53:23Z
permalink: "https://forwardaction.uk/casestory/good-law-project/"
type: casestudy
status: publish
excerpt: ""
wpid: 1621
tags:
  - Grow your audience
  - Social media
  - Testing + Optimisation
featured_image: /wp-content/uploads/2023/05/iStock-876880612-e1744199253318.jpg
timestamp: 2025-04-22T15:53:23Z
---

#### The 30 second read:

By designing handraisers in response to real-time events then systematically optimising them, we achieved exceptional results – bringing in 50,000 new supporters with a 675% return on ad spend. We also proved that with the right ask, you don’t need to be a service-based charity to raise money from individual donors.

#### The longer read:

##### The challenge

Good Law Project is a campaigning non-profit that uses the law to hold politicians, companies and powerful people to account. Our challenge was to **design and test a topical handraiser** that would help them significantly **grow and diversify their supporter base**. But in a year when political news stories were evolving at lightning speed, we had to work fast to keep up.

We wanted to prove that by using **digital mobilisation principles**, Good Law Project could grow their email list **rapidly and cost effectively**, and motivate these new supporters to **donate** too. Our aim was to establish a successful model, so that they could then confidently invest more to **scale it up.**

##### What we did and why

###### 1. Handraisers

We planned to test three handraiser concepts using a **minimum viable product (MVP)** approach, which meant developing simple, low-cost versions of each one.

Good Law Project’s work is so fast-moving and responsive, making them the perfect partners to test handraisers based on **topical subjects**. But the rapidly changing face of politics in 2022 meant one of our concepts became out of date before we began testing! (This is always a risk with news-based content, and a great reason why it’s so important to have more than one handraiser running.)

The handraisers – built on our Blueprint handraiser platform – were designed to make it easy for people to take action and **opt in to receive emails**. We then used an optimised series of **follow-up calls to action** to drive more engagement, including a **two-question survey** designed to prime people to respond to a regular gift ask.
Both handraisers showed **strong initial results**, so we continued to promote two for the duration of the pilot. The framings we ran with were:

![](https://forwardaction.uk/wp-content/uploads/2023/05/Image-09-04-2025-at-12.16.jpeg)

###### 2. Ad campaign

We ran a **12-week Facebook ad campaign,** with 20 ad variants per handraiser, across three audiences. The wide range of ads meant we could **appeal to a broad audience**, and **keep content fresh**, so people didn’t tire of seeing the same creative lots of times.

The handraiser topics presented opportunities to use **really engaging imagery** – photos of politicians and photos of sewage both inspired strong responses from our audiences!

![](https://forwardaction.uk/wp-content/uploads/2023/05/Image-09-04-2025-at-12.20.jpeg)

###### 3. A/B testing

We ran A/B tests on both the landing pages and daisy chain to optimise performance.

##### The impact

This was one of our **best performing pilots ever**, smashing our targets and benchmarks. It shows the huge potential of a **digital mobilisation model** and the power of responding to **urgent, real-time events**. It also proves that you don’t need to be a service-based charity to succeed in **raising money from individual donors.**

The handraisers recruited **50,000 new supporters** at less than half the cost we were aiming for. The **opt-in rate** on the sign-up form was **63.8%** (target: 50%); the post-action daisy chain ask converted **1.1%** of people to **regular givers** (target: 0.2%); and the lifetime **return on ad spend** was **675.7%** (target: 100%); that means for every pound Good Law Project spent on ads, by the end of the handraiser action journey they’d raised £6.75 in lifetime income from recurring donations.

Good Law Project is now well on its way to realising its vision of an active, **always-on digital mobilisation model**. The next stage is to **scale up and invest more** in the programme, and offer new ways for supporters to be involved. By continuing to grow and strengthen their community and income base, Good Law Project will ensure they’re **always ready to react quickly** to hold powerful people and organisations to account.

## Topics

**Tags:** [Grow your audience](http://forwardaction.uk/wp-content/uploads/wp-mfa-exports/taxonomy/post_tag/grow-your-audience.md), [Social media](http://forwardaction.uk/wp-content/uploads/wp-mfa-exports/taxonomy/post_tag/social-media.md), [Testing + Optimisation](http://forwardaction.uk/wp-content/uploads/wp-mfa-exports/taxonomy/post_tag/testing-optimisation.md)