Archdiocese of St. Louis

The Opportunity

Yellow Line Digital has worked with the Archdiocese of St. Louis for its Annual Catholic Appeal campaign three years running. With all the uncertainty and turmoil of this year, the Annual Catholic Appeal was especially important in sustaining ministries and services throughout St. Louis and the ten surrounding counties. St. Louis Catholics are devoted to their Catholic faith and ready to live the Gospel, and they benefit greatly from the vibrant ministries and services of the Archdiocese of St. Louis. Yellow Line Digital’s work made it easy for these Catholics to give back to the Archdiocese.

The Strategy

Through our research, we designed social media posts and ads targeting specific audience profiles, namely St. Louis Archdiocesan Catholics who are practicing and non-practicing, rural and urban, and over and under 55-years-old. By presenting these audiences with ministries that matter, including those of local events and featuring familiar faces, we successfully drove online donations to the Annual Catholic Appeal.

Ad targeting urban 54-years-old and under.
Ad targeting rural 55-year-olds and over.

Key Insights

One of our key insights was to continually make it simpler to give, as audiences tend to give “in the moment” and their giving journey should be as easy as possible.

Another was to prioritize showing gratitude and reminding the audiences of the impact of their donations.

We also prepared a large library of content so that ads can be rotated when they start to “fatigue.” Our data shows that fatigue sets in for even the best performing ads, so they should be monitored and replaced.


Due to Yellow Line Digital’s efforts, the archdiocese had its single biggest ever day of giving via digital. The number of visitors to the Annual Catholic Appeal page increased from 1776 to 13,648. The number of conversions (when a visitor completes a donation) grew from 385 to 3,949. The overall conversion rate also increased from 20% to 29%. The graph below illustrates this growth over a roughly 3-month period.

Number of visitors to ACA page and conversions from April 5, 2021 – July 14, 2021.

Thanks to the success of this year’s Annual Catholic Appeal, the Archdiocese of St. Louis will continue to provide its ministries and services to the people of St. Louis!

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