Nonprofit Uses Facebook Messenger To Get Under $1 New Leads

When Humane Society International  tested click-to-Messenger ads, which reached people on mobile, where they are spending their time. Tapping on the ads sent people to a conversation in Messenger—a fast and convenient way to answer questions, drive transactions, offer support and generate leads.
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​The Messenger campaign, which ran during February–March 2018, directly engaged with supporters and resulted in:

• 53% of people who started a conversation gave their email address when asked
• 30% of people who started a conversation clicked through to the petition landing page (an email directing people to sign the same petition had a 6% click-through rate)
• Less than $1 cost per new lead, outperforming third-party list acquisition sites