Case Study: City Parks Foundation achieves 1.5M reach and $1.8:1 ROAS with CitizenNet

City Parks Foundation Leverages Social Strategy to Promote Annual Fundraising Event

City Parks Foundation, which runs programs in more than 400 parks and reaches 300,000 New Yorkers annually, faced the loss of its in-person gala in 2020 due to COVID-19 and pivoted to a free virtual benefit concert called the SummerStage Jubilee. To expand viewership and drive donations beyond its existing supporters, City Parks Foundation engaged CitizenNet to lead a targeted social media advertising and strategy campaign on Facebook and Instagram.

CitizenNet built and ran a two‑week campaign targeting concert fans, site and social visitors, past participants and lookalike audiences, using Newsfeed and Stories placements and proprietary budget‑optimization software to shift spend to top performers. The campaign reached 1.5 million unique users, delivered a $1.8:1 return on ad spend and outperformed benchmark click‑through rates by 80%, increasing awareness, viewership and donor potential for City Parks Foundation.

City Parks Foundation

Rosemary Jorda

Senior Director of Marketing and Development