Digital Marketing for Charities.
Charities need digital media that returns continuous improvement. Today, more than ever, we can’t accept mediocrity.
We are an award-winning digital media agency, specialising in digital success for charities. We have a decade of experience in relentlessly innovating and testing digital media for not-for-profit campaigns. We’re experts in delivering a range of charity campaigns, focusing on outcomes including donor acquisition, events, information and awareness raising (both brand and issue).
Our experience working with over 100 charities means we are uniquely placed to advise charities at a strategic level. We also have strong implementational skills across a significant number of marketing channels.
CharityComms Digital Benchmark.
We also work with CharityComms (a group of more than 70 charities in the UK) to pool digital data and compare metrics, facts and figures of digital activities across the sector. We call this the CharityComms Digital Benchmark – a powerful tool which is particularly useful for charities when trying to gain support for projects and initiatives.
Charities require watertight digital strategies that are able to respond to changes in the market and to the data generated by campaigns. To create an effective strategy, our team will begin with a situational analysis; evaluating the nature and purpose of your organisation’s work and its audiences and beneficiaries.
By developing a data-led digital media strategy for your organisation, we can help you uncover your strengths and weaknesses, and assess possible opportunities and threats for digital success. From there, we’ll work on setting goals; getting to know what you need to achieve as an organisation. This will help us to set realistic targets and plot a course of action to achieving them.
Part of our strategic consultancy services for charities is to clearly map your audiences and develop clear persona profiles. These will help us to advise on the most effective channels for delivering your target audience to your website.
Data & Analytics.
We provide a specialist data and analytics consultancy service for charities to help them maximise the ROI for their digital activities. Digital media can only perform at its best when the data being recorded is tracking accurately.
We have extensive experience in setting up and troubleshooting website tracking through Google Analytics & Tag Manager. This allows us to identify the audiences coming to the site in as much detail as possible, including knowing which channels bring them to the website, what they do once they’re there, which users return to the site, and which users ultimately convert.
Our experience in reviewing this data across hundreds of charities is unmatched. We exist to continuously improve and push for better results, and our innovation with data enables us to make recommendations that will benefit your digital media performance.
Search Engine Optimisation.
Search traffic is extremely powerful in delivering audiences to your website who are closely aligned to your organisation’s goals and are interested in what you do. Organic traffic is free, and improvements are incremental, meaning that charities will typically see continuously improving results at no additional cost.
On average, organic traffic represents around half of all website traffic for charities. We are able to set the most effective strategy depending on your charity’s needs, such as targeting donors or beneficiaries, or increasing local or international traffic.
We have extensive experience in technical SEO, content SEO, ongoing SEO management and link building. We have also supported a number of charities who require a website migration, helping them to navigate this delicate transition and avoid losing organic traffic.
Each area of SEO has its own nuances for charity websites when compared with corporate websites. Our skills and experience are at their most powerful when we are asked to support an organisation by developing the content that is going to attract charity-specific audiences and drive strong backlinks from relevant media sources.
Google Ad Grants.
Google Ad Grants can make a massive difference to charities. Our development of charities’ Google Ad Grant accounts has seen traffic increase by over 100% in some cases.
We are a leading agency in Google Ad Grant account management. In fact, in 2018 we became one of only a handful of UK-based Google Ad Grant Certified Professional agencies, thanks to our expertise on these unique accounts. Being a certified professional agency means that we have direct access to the Google Ad Grant team in California, so we resolve any issues directly and quickly.
Paid search is one of the most effective forms of digital media for charities, as it helps you to immediately target the audience who are already looking for you. Paid search is one of the areas where we can make the most immediate impact, especially when search queries are too competitive to make effective use of the Google Ad Grants.
We have considerable experience across the sector and take a conversion-focused approach to paid search, working closely with charities to ensure that ad copy and keywords are focused and effective. This approach is strengthened by our flexible and relentless approach to testing and refining ad content. We have developed a number of techniques and scripts that make a considerable difference to the bottom line results we can achieve with this approach.
When it comes to paid search, it is important to never stop looking for the incremental gains which together can amount to powerful ROI for paid search campaigns. In fact, this mindset means we are yet to take over an account where we haven’t been able to make a significant improvement.
Paid search shopping ads can be extremely effective for charities that sell products online – particularly if you have a strong brand, a great product, and a competitive price. With a far greater standout on the search engine results page (SERP) and comparatively low competition, shopping ads have enormous potential.
We have a process of optimising shopping ads which has proven to be highly effective; optimising for the right search queries and carefully managing bids according to search intent.
Display & Programmatic.
The Google Display Network and Programmatic can be highly effective for charities, particularly when driving awareness from targeted audiences.
We implement remarketing alongside contextual and demographic targeting to make display advertising especially effective for charitable organisations. We also employ innovative and creative strategies, and make sure to move quickly on new formats to preserve our ‘first-in’ advantage.
As with all campaigns, our display and Programmatic strategies take a data-led approach, enabling us to pivot on important developments as they happen. We also relentlessly test and adapt our strategies to find further gains.
Display ads, and Programmatic in particular, were the main focus of our award-winning Crisis at Christmas campaign, in which we increased revenue (after costs) by 138%.