MFPAA
Author: Mike Pernice, Founder · Last updated: April 2026
McCandless-Franklin Park Ambulance Authority is a nonprofit 501(c)(3) EMS provider serving five Pittsburgh-area townships — 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 townships. 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
A four-week paid media campaign on Meta (Facebook & Instagram) designed to drive new EMS subscriptions from residents across the five townships. Tested 5 creative executions — 7|60, 7|90, 911, Streaming, and It's Your Job — with geographically precise targeting limited to service-area zip codes, excluding current members.
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
Capital Campaign
Drive Donations from New Donors
A four-week paid media campaign on Meta (Facebook & Instagram) and LinkedIn designed to drive donations from new donors across the five townships. Deployed 3 creative executions — 911, Impact: Chief Dell, and Impact: Christine — with custom audience targeting including lapsed donors, lookalike audiences, and high-net-worth professionals.
Capital Performance
- $47,139 raised from 446 donors — average donation $105.96, a $1,077 YoY increase
- 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
Scope of Work
- Digital and social media strategy document with content calendar
- Paid media planning and execution across Meta and LinkedIn
- Video production — 30-60 second promotional video plus 12 sizzle reels (7-15s)
- Two direct mail pieces — Capital Campaign mailer and Subscription Campaign mailer
- Social media template suite for ongoing content
- After Effects motion graphics toolkit
- Website audit report with prioritized optimization recommendations
- Campaign analytics and end-of-campaign reporting with actionable insights
The 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, and consistently beat industry benchmarks on CPC and CTR. Beyond paid media, The Stoop delivered a complete marketing infrastructure — video assets, direct mail, social templates, and a motion graphics toolkit — giving MFPAA the tools for sustained community engagement.
Campaign Videos
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