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Impact by the numbers
214%
Increase in crisis donation volume using privacy-first Smart Bidding
3.5x
Increase in high-value donor acquisitions via personalised messaging
48%
Reduction in cost per donation by training algorithms on proxy signals
The winning formula
The challenge
When global emergencies strike, Médecins Sans Frontières (MSF) needs to mobilise donor funding immediately, but strict privacy standards and a lack of deterministic backend data made finding high-value donors difficult.
The approach
Making Science engineered an instant crisis-response media strategy around privacy-safe Google Ads AI. The team blended dynamic search with emotive video formats on YouTube, training Smart Bidding algorithms on high-intent proxy signals to personalise emergency appeals at scale without relying on sensitive backend personal data.
The results
The privacy-first setup shattered the original 20% growth target, scaling total donation volume by an incredible 214%. Dynamic messaging drove a 3.5x lift in high-value donor acquisitions, all while reducing cost per donation by 48%.
By deploying Google Ads AI-powered tools to navigate data limitations and deliver instant crisis messaging, Making Science helped MSF radically lower marketing costs. This allowed more money to reach critical medical operations in the field.
