British Red Cross and Havas turn compassion into clicks that count

The goal: Inspire more giving with every message

The British Red Cross (BRC) has supported people through crisis and recovery for more than 150 years, helping communities rebuild and reconnect around the world. Collaborating with their agency partner, Havas, the team wanted to bring that same sense of purpose to their digital campaigns.

The goal was to reach new donors while using every pound wisely. But in a busy digital landscape, turning generosity into giving takes a careful mix of planning and empathy. Their investment had to stretch to reach the people they serve, with the right message to connect.

The solution: One campaign, many hearts reached

Working with Microsoft Advertising, Havas turned to the AI-driven elegance of Performance Max to simplify and strengthen fundraising efforts at the British Red Cross. Here’s how they built a campaign designed to give more back:

• Simplified campaign consolidation: Combined prospecting and retargeting under one Performance Max budget, eliminating duplication and keeping resources focused where they could do the most good.
• High-value audience intelligence: Utilized Microsoft’s first-party audiences—including in-market, remarketing, and similar segments—to connect with people most likely to give.
• Continuous AI-enabled refinement: Drew on Microsoft’s automated insights to fine-tune creative and bidding in real time, ensuring every message reached the right person at the right moment.

With a cleaner structure and sharper targeting, the British Red Cross team turned meaningful intent into measurable impact.

The results: Delivering more good for less

Compared with their previous generalized giving campaigns, this streamlined approach made an immediate difference: 24% lower cost per acquisition (CPA) and 15% lower cost per click (CPC).

Those savings meant more of the budget could go where it truly mattered. For the British Red Cross, greater efficiency meant more meaningful outcomes for those in need. Because when every click costs less, every act of kindness travels further.

How you can achieve similar success

This story shows how thoughtful campaign design and audience insight can deliver stronger results. Here are a few ways to bring that same balance of purpose and performance to your own advertising:

• Coordinate your campaign structure: Integrate prospecting and retargeting in Performance Max to reduce overlap and make budgets work harder across both audiences.
• Expand your audience signals: Add in-market audiences and remarketing lists to reach people who are most ready to engage.
• Review and rebalance with AI: Monitor budgets and audience mix—at the speed of AI—to keep performance aligned with your campaign goals.

Like the British Red Cross, the best campaigns balance clear strategy with genuine connection. Talk to a Microsoft Advertising expert to learn how you can drive more impact from your campaigns.