Egg Donor Recruitment Marketing: Our Approach and Results
In this article, we share our experience of successfully generating 588 qualified leads for egg donor recruitment within three months. We delve into project details, highlighting the most effective strategies that led to a remarkable 50% reduction in cost per lead.
It is crucial to note that we exclusively collaborated with intermediaries designated by the clinic to manage the egg donor recruitment process. Essentially, the clinic outsourced donor search to these intermediaries and our communication was solely with them.
Project Features
Egg Donor Requirements:
- Asian descent (Chinese, Japanese, Korean, Indian, Taiwanese)
- Age: 20-30 years old
- BMI: 18-28
- Non-smoker with no history of substance abuse
- Physically and psychologically healthy with a regular menstrual cycle
- Higher education preferred
- Residing in the USA
What does the donor receive?
- Financial compensation: $15,000 (first time), $17,000 (second and subsequent times)
- Additional $3,000 bonus for donors with a four-year college degree or higher
- Intended parents cover all travel, insurance, medical procedures, and attorney fees associated with the donation process.
Creatives
We tested a multitude of creatives in different formats and designs, which helped us find the best working solutions.
- Creatives in English feature a brightly smiling girl of the desired origin.
- The main headline and creative description are in Chinese, Japanese, Korean, Indian, or Taiwanese, with the rest in English. Visuals feature a brightly smiling girl of the desired origin.
The most important thing was to filter out girls who did not match our desired origin. In the first case, the visual serves as a trigger, while in the second case, the main headline in the native language does the trick.
We tested both static creatives and conversational format video creatives. The static creatives showed the best results.
A typical phrase like “Become an egg donor for a reward” didn't work, so we used the upper limit of potential compensation on the creatives, as money plays a key role here.
What did we try?
No matter how great the creatives are, it's also important where the girls will land after clicking the ad. The options we tested:
- To the website
In this case, we didn't get a single application. Why? In short, the girls just got lost on our website. For example, three buttons with the same name led to different pages with the same information written differently. Also, the site was poorly optimized for mobile.
- Single-page site
A concise landing page with basic information and a questionnaire also proved ineffective. We hypothesize that a potential donor, often a busy young woman, might see our Instagram ad during a brief break. Intrigued, she clicks through but lacks the time to complete the questionnaire before her break ends. Without saving the page, it's unlikely she'll return to finish.
- Quiz
The girl transitions from the ad to a site with questions. She doesn't see all the questions at once, answering them gradually — the same issue as the previous option.
- Lead form
A good option for making initial personal contact with the girl. BUT! Initially, managers sent girls a huge list of questions right away, then asked for photos and invited them to a meeting. This strong pressure and insistence scared off most girls, even though they just submitted a request to learn more.
We slightly changed the script:
- We begin with a greeting and a brief introduction. Then we state that the girl submitted a request to become a donor and ask: "Would you like to know more about how this works?" — our main goal is to win her over and get a response.
- Next, we offer two communication options: chat or phone call. — building a trusting relationship and showing our respect for the girl.
- Once a small dialogue is established with the girl, we send her a link to the questionnaire in the chat and ask when she will be ready to complete it (to set a timeframe), add her data to the CRM system, and always add: "If you have any additional questions or something is unclear in the questionnaire, let us know!"
It is important to remember that this is primarily a cold lead. The girl just showed interest, she wants to know more or is not ready yet, she needs time to think it over and discuss it with someone who can explain everything.
This approach gave us the best results! We spend a bit more time, but we win the girls over and help them in every way = more wonderful donors in the database.
Results for 3 months:
Spent: $9,202.71
- In the first month, we received 134 applications at $22.50 each — during this month we tested all landing page options and changed over 100 creatives, and only at the end finally found a working combination that gave stable results.
- In the second month, we received 180 applications at $16.11 each — during this month we managed to reduce the application cost by almost 30%, which is a good result, and it was during this period that we perfected our script.
- In the third month, we received 274 applications at $11.98 each — fully optimized the application processing process, simplified the girl's path, and reduced the application cost by 50% compared to the first month.
Total applications: 588
Average application cost: $15.65
14% = 82 girls who completed all three questionnaires and attended an in-person interview at one of the offices.
After the interview, the girl undergoes tests and a medical examination. Based on the results, it will be determined if she is suitable to become an egg donor, and then her profile will be placed in the donor database for prospective parents. The number of girls added to the database is unknown to us.
Now it's the fourth month of our collaboration, meaning everyone is happy with the results — this is our main goal.
Summary of results:
- Over 588 qualified leads were generated in 3 months
- Cost per lead reduced by 50% from the first month to the third month
- 82 donors completed all three questionnaires and attended an in-person interview
- The number of donors added to the database is not provided
Overall, the egg donor recruitment campaign appears to have been successful in generating qualified leads and reducing the cost per lead. The personalized approach and clear communication strategies have been key factors in this success.
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