Experts in Non-Profit Fundraising Registration
Premium PPC Advertising Support
The Top 5 Hurdles They Needed to Overcome Immediately Were
Limited Awareness about Legal Requirements
Non-profits were in the dark about state specific solicitation rules. Nationwide campaigns were impossible as there was no “one size fits all” solution.
Low-Quality Leads
A flood of irrelevant inquiries from non-decision makers or irrelevant target demographics. i.e., startups and individuals.
Data and Analytics Hurdles
Google Analytics and Search Console weren’t synced, hence not much useful data to act upon.
Geographical Targeting Issues
Nationwide targeting is ineffective due to varying state regulations.
Specificity Challenge
Tailoring services for a diverse range
of non-profits.
Cost per conversion dropped from $273 to $89 (last 6 months)
Conversion rate increased from 2.24% to 6.32% (last 6 months)
Click-through rate increased from 1.88% to 6.39% (last 3 months)
Phone calls increased from 6 to 23 per month (last 5 months)
We Did Our Research and Came Up With
The Following Solutions to Help the Client:
The Following Solutions to Help the Client:
Solution #1
Limited Awareness
Now that it was understood that there were different regulations in each state, we decided to target only 5.
We targeted those 5 states that were the most friendly states when it came to charity non-profit work. This would help us get feedback faster so we could understand if what we tried was working or not.
Solution #2
Enhancing Lead Quality
One major problem NPSS faced was they were getting approached by non-decision making individuals and we wanted to target the exact opposite of this. So, we first researched negative keywords instead of regular ones. Keywords like “Startup” and “DIY” were found and added in the negative keyword category. Also, We used ad extension to its fullest & highlighted specific services that will be of interest to decision-makers in big charities.
Solution #2
Enhancing Lead Quality
One major problem NPSS faced was they were getting approached by non-decision making individuals and we wanted to target the exact opposite of this. So, we first researched negative keywords instead of regular ones. Keywords like “Startup” and “DIY” were found and added in the negative keyword category. Also, We used ad extension to its fullest & highlighted specific services that will be of interest to decision-makers in big charities.
Solution #3
Analytics
It was imperative to keep track of data in this highly regulated field. So, we linked Google Analytics 4 to Google ads. Plus, UTMs to track different keyword performance, and platform performance combined with GA4 integration gave us top-notch feedback on each parameter we wanted to track.
Apart from this, we did what is done in every ad campaign: budget pacing, budget allocation, launching a retargeting campaign, planning a performance max campaign, etc. I am super proud that this was done within a span of just 6 months from May ’23 to present and we are still looking for ways to improve and do even better for the client!
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