Success during the Corona "Madrasa"

A success story during the Coronavirus - "Madrasah"

The test case of a madrasa - a success story during a crisis.

How exactly during the Corona period did our client more than double the number of his monthly donors?

At the beginning of March, we were all still busy with publications around Women's Day and Purim. But the corona has already started to turn from a curiosity far away from us into a real threat that is quickly approaching. We realized that something big and unprecedented was going to happen and its effects on our customers would be far-reaching. Therefore, we went client by client and prepared an emergency plan, which included the actions on their part and on our part in the various scenarios.

The future state of Madrasa, a movement that provides free online Arabic classes but is supported by crowdfunding, was complex. On the one hand, we feared that in light of the economic uncertainty and the upheaval in the economy, the supports would drop significantly, which would harm the movement's income. On the other hand, we saw a huge opportunity, a real "golden age". We realized that there is a rare combination of value they can provide to their followers and perfect timing. Madrasas need to organize for a new reality in which many are going to be isolated at home (even before we thought we would reach a quarantine that does not allow seeing grandparents), without work and activity, and they will want to consume content. But not just any content, quality content that they can finally invest time in.

One thing was clear to us - the students of today are the supporters of tomorrow! If we promote the study content, we will increase the circle of students, and after they understand the value they received (and they will understand that the madrasa classes are a hit!) - they will become loyal supporters.

And here is a real quote that we sent to the client by email, at the very beginning of March:

"Get as many students as possible now who will understand your value, and when they are in the right mind in the future they will return the favor."

When the corona did hit, we were all afraid. But because we were prepared, we were able to quickly make the necessary adjustments to the new situation. We gave instructions to customers and accompanied them on a daily basis. We also put a lot of work into managing the budgets. For most of the customers, and for the madrasah in particular, it was not right to lower the advertising budgets. On the contrary - the competition in digital has not shrunk, it has only changed (you must have seen at least 5 posts that invited you to learn something, right?).

The Madrasah guys, for their part, showed confidence in our analysis of the situation and the advertising market, and in a very short time they launched new projects aimed at the Corona period: "Study in Isolation" - a complete program for studying Arabic together for 14 days (this program had several cycles), and a course Shalem that was built and started to operate for teaching Arabic to the medical staff.

Despite the great fear, advertising for a madrasa during the Corona period is a success story that broke all-time records!

Take this in: the number of new entrants in the Corona months (March-June) compared to the months before (November-February) more than doubled! In fact, this is an increase of another 115%, in addition to the regular supporters! These are supporters who have decided that the Madrasah has so much value that they support it every month!

So what is the recipe for success?

• To be with a "hand on the pulse" - the reality around us, trends in the world, and the advertising market - we considered all of these and gave an accurate forecast that allowed us to prepare as soon as possible.

• Real value for end customers and accurate timing - what Madrasah does, they do excellently. The situation we found ourselves in was exactly suited to the service and content they provide.

• Madrasah's quick response and activity - the fact that they did not remain complacent, maintained their relevance, and leveraged the movement.

• Trust in the advertising agency - we could talk and offer a lot, but for things to happen we need an active partner who also implements.

Want to understand how to manage digital advertising better during the Corona crisis? Talk to us.