Nonprofits face a growing challenge—how to stand out and drive real action in a noisy digital world. One emerging solution is social direct messaging. It’s not just a new channel—it’s a new way to connect, engage, and convert. And no one does this better than GoodUnited.

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In a recent campaign led by an animal welfare nonprofit, thousands of personalized messages were sent to supporters via Facebook Messenger (For Free). The mission? Encourage people to share powerful stories highlighting the lives of rescued pets—animals whose second chances embody the heart of the no-kill movement. The results speak volumes:

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🔸 70% open rate
🔸 18.9% click-through rate
🔸 85% of all clicks led to sharing the post

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 27.9% conversion rate from shares to donations

So what's so what? The nonprofit got viral success with $0 in ad spend and drove a 27.9% fundraising conversion rate from engagement and shares with Direct Messaging on the GoodUnited Platform. 

The outcome? A 739% increase in shares and a 27.9% conversion rate from shares to donations—turning digital engagement into real-world impact.

All with a $0 ad spend, using the GoodUnited platform. 

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A Story That Grabbed Hearts

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The magic started with a single, heartfelt story about a pet. We didn’t just talk about the nonprofit’s big mission—we zoomed in on one furry friend whose journey made the cause feel personal. It was like telling a friend about a dog you just met and can’t stop thinking about. That emotional pull turned a post into something people couldn’t help but share and talk about.

The results were fantastic!

• Engagement Rate: A jaw-dropping 18.94%. For context, most social posts are lucky to hit 1–5%.
• Shares: They exploded by 739.29%, turning the post into a viral sensation.
• Comments: A 410% spike, with people chiming in to share their own stories and thoughts.

Focusing on one pet’s story made the nonprofit’s mission feel real and urgent. It wasn’t just a cause—it was a moment that people wanted to be part of.

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Nailing the Call-to-Action

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A great story needs a clear next step, and we gave people two ways to get involved:

1. “Share Post”: The star of the show, inviting people to pass the story along.
2. “Learn More”: A chance to dive deeper into the campaign.

The “Share Post” button was a total home run, driving 85.44% of all clicks. Sharing is quick, it feels good, and it lets people show they care without much effort. That’s why shares skyrocketed by 739.29%—people were eager to spread the love.

The “Learn More” button got less action, about 14.56% of clicks. Still, it played a key role for those who wanted to go beyond a quick share and dig into the cause. Having both options meant we caught people wherever they were at—whether they just wanted to hit share or dive in deeper.

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Timing It Just Right

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We launched this campaign in early April 2025, right when the nonprofit’s mission was picking up steam nationwide. It was like dropping a great song at the perfect moment in a party—everyone was ready to dance. The campaign ran for a week, creating a sense of “act now” that got people moving.

Here’s how the metrics grew in that week:

• Reactions: Doubled, up 100.57%. People were feeling it.
• Comments: Shot up 410%, with tons of chatter in the comments section.
• Shares: The big one, blasting through with that 739.29% increase.

That kind of growth shows what happens when you catch the right wave and give people a reason to act fast.

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Seeing the Surge in Action

To give you a clear picture of how this campaign took off, check out the chart below. It shows the percentage growth in reactions, comments, and shares over the week. The share spike is the real showstopper here.

What Made It Work

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So, how did we make this happen? Here’s the playbook:

1. Direct Messaging: Utilizing the GoodUnited platform, the nonprofit was able to send thousands of personalized DM’s to their supporters at scale to activate them for engagement. 

1. Make It Personal: A single pet’s story brought the mission to life in a way that felt real and relatable.
2. Keep Sharing Simple: The “Share Post” button was a no-brainer, making it easy for people to spread the word.
3. Spark a Chain Reaction: Each share led to more eyes on the post, creating a viral loop.
4. Join the Conversation: The 410% comment spike showed people were engaged, so we kept the chat going by responding and connecting.
5. Hit the Sweet Spot: Launching at the right time gave the campaign a huge boost.

These weren’t just ideas we threw at the wall—they were backed by data and executed with care, and the results show it.

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Tips for Your Next Big Win

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Want to create your own social media moment? Here’s what we learned:

• Tell a Story That Sticks: Find a personal angle that makes your cause impossible to ignore.
• Make Sharing a Breeze: Give people an easy way to share your message with one click.
• Mix Up Your CTAs: Offer quick actions (like sharing) and deeper dives (like learning more) to catch everyone.
• Stay in the Loop: Watch comments and metrics as they roll in so you can keep the energy high.
• Time It Well: Launch when your audience is ready to listen for maximum impact.
• And of course: Utilize Direct Messaging at scale.

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What’s Next

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This campaign’s 18.94% engagement rate and 739.29% share surge are something to celebrate, but they’re also a springboard for more. We’re already thinking about how to make the “Learn More” button pop, maybe with a catchier phrase or a slicker landing page. A little paid promotion could push those impressions even higher, and more stories like this one could keep the momentum going.

At the end of the day, this campaign worked because it tapped into something real: people want to rally behind causes that move them. We just gave them a story they couldn’t resist and a way to share it with the world. The result? A post that didn’t just get likes—it started a movement.

Got a story you want to share? Let’s make it spread like wildfire - without ad spend - with GoodUnited.