Case Study: Oxfam International achieves 65% boost in donations and 74% more first-time donors with GroundTruth

How Oxfam America used location technology to drive holiday donations

Oxfam International partnered with GroundTruth to boost holiday donations by finding and targeting shoppers at the moments and places they were most likely to give. Facing the seasonal opportunity to convert gift buyers into donors, Oxfam International used GroundTruth’s Location Targeting, Audience Targeting and Data Offerings to reach people at malls, shopping centers, grocery stores, near out‑of‑home ads and street canvassers.

GroundTruth’s location‑first campaign and audience targeting drove a 74% increase in first‑time donors, a 65% lift in overall donations and a 13% year‑over‑year increase in mobile revenue share. The effort also produced a 431% rise in donations of items and a 131% increase in donations of visits, demonstrating the measurable impact of GroundTruth’s targeting combined with Oxfam’s on‑the‑ground outreach.

Oxfam International

Josh Silva

Senior Marketing Officer