MFPAA
Author: Mike Pernice, Founder · Last updated: September 2026
McCandless-Franklin Park Ambulance Authority is a nonprofit 501(c)(3) EMS provider serving five Pittsburgh-area communities — Bradford Woods, Franklin Park, Marshall, McCandless, and Pine. The Stoop serves as MFPAA's annual marketing partner — delivering paid media campaigns, video production, direct mail design, social media strategy, and website optimization.
The Challenge
MFPAA is a critical community resource — providing emergency medical services across five communities. As a nonprofit 501(c)(3), they rely on community donations and EMS subscription memberships to fund operations, equipment, and vehicle purchases. They needed a marketing partner who could drive both donation revenue and subscription growth through targeted digital campaigns, while also strengthening their brand presence across the communities they serve.
Subscription Campaign
Drive New EMS Subscriptions
Tested 5 creative executions — 7|60, 7|90, 911, Streaming, and It's Your Job — against residents of the five communities, with targeting limited to service-area zip codes and current members excluded.
Subscription Performance
- 193,084 impressions — average frequency of 4.4 (1-2x per week)
- 3,002 link clicks with 1.55% CTR (29% above benchmark)
- CPC 69% below industry benchmark
- CPA within 2% of nonprofit benchmark — strong for first campaign
- 88% of ad spend recovered in direct subscription revenue
- 73% of website traffic during campaign came from paid media
- Direct traffic up 31% and organic search up 13% during campaign (halo effect)
- Top creative: "911" — 2.44% CTR, lowest cost per result of all five executions
Need to grow memberships or subscriptions inside a defined service area?
Plan Your Subscription CampaignCapital Campaign
Drive Donations from New Donors
Deployed 3 creative executions — 911, Impact: Chief Dell, and Impact: Christine — to reach new donors across the five communities, with custom audience targeting including lapsed donors, lookalike audiences, and high-net-worth professionals.
Capital Performance
- $47,139 raised from 446 donors — average donation $105.69, up from $95.96 the previous year
- 3,678 new website users — 79% of all site traffic during campaign
- Aggregated CPC 87% below industry benchmark
- Aggregated CTR: 0.99% (within benchmark)
- Meta CPC 105% below benchmark
- LinkedIn CTR: 1.87% (70% above benchmark)
- Top creative: "911" — highest CTR across platforms
- "Impact: Christine" — strongest LinkedIn engagement at 2.22% CTR
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Strategy & Audit
Built the digital and social media strategy document and content calendar, and delivered a website audit report with prioritized optimization recommendations.
Creative Production
A 30-60 second promotional video plus 12 sizzle reels (7-15s), two direct mail pieces (Capital Campaign and Subscription Campaign mailers), a social media template suite for ongoing content, and an After Effects motion graphics toolkit.
Paid Media
Planned and ran both flights — Meta (Facebook & Instagram) for subscriptions in August–September, Meta + LinkedIn for donations in October — with the audience builds detailed in each campaign above.
Analytics & Reporting
Campaign analytics and end-of-campaign reporting with actionable insights — CPC, CTR, and CPA measured against industry benchmarks, with “911” the top creative in both campaigns.
Two Campaigns, Measurable Impact
Across two campaigns, The Stoop delivered $50,349 in direct revenue — $47,139 in donations plus $3,210 in subscription revenue — representing a 6.9x return on ad spend. The campaigns drove 6,545 new users to MFPAA's website, generated 482 donors/subscribers, beat CPC benchmarks in both campaigns (69% and 87% below), and held CTR at benchmark. Beyond paid media, The Stoop delivered the supporting assets — a 30-60 second promotional video, 12 sizzle reels, two direct mail pieces, a social media template suite, and an After Effects motion graphics toolkit — giving MFPAA the tools for sustained community engagement.
Read the full breakdown on the blog: Anatomy of a $47K nonprofit capital campaign
Questions About This Project
How much did the MFPAA campaigns raise? +
$50,349 in direct revenue across two campaigns: $47,139 in donations from the October 2025 capital campaign and $3,210 in subscription revenue from the August to September 2025 subscription campaign, a 6.9x return on ad spend.
Where did the campaigns run? +
Both ran on Meta (Facebook and Instagram), and the capital campaign added LinkedIn, using geo-targeting and custom audiences. Cost per click came in 69% and 87% below benchmark.
What else does The Stoop do for MFPAA? +
As MFPAA's annual marketing partner, The Stoop delivers paid media campaigns, video production including 30 and 60 second spots, direct mail design, social media strategy, and website optimization.
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