The Google Ads strategy that led to a 56% increase in scheduled goods donations.

The Epilepsy Foundation of Greater Chicago

About The Nonprofit

The Epilepsy Foundation of Greater Chicago is an Illinois-based nonprofit organization that serves 43 counties, offering counseling, advocacy, and educational services to people with epilepsy, their families, and the communities in which they live. The foundation has a used goods donation program where they schedule donation pick-ups and drop-offs within the Chicago area.

What Their Goals Were

The Epilepsy Foundation of Greater Chicago came to ConnectAd to grow the impact of their core programs by receiving more donated used goods that could be sold in their thrift store.

“The Epilepsy Foundation of Greater Chicago has greatly benefited from partnering with Simon Choy at ConnectAd to professionally manage our Google AdWords campaign. Simon and ConnectAd provide the expertise and knowledge to manage this part of our business so that we can focus more extensively on our mission. The results have been impressive.”

Kurt Florian
Former Executive Director of The Epilepsy Foundation of Greater Chicago

Our Custom Strategy

  1. Keyword Research: We first pinpointed high-volume search terms related to used good donations and donation pickup services, and curated a list of relevant keywords from there.
  2. Building Ads: Our next step was to create ads that would be as relevant as possible to users’ searches. We did this by tailoring headlines and descriptions to a list of geo-targeted zip codes and their corresponding donation pickup schedules. For example, if a donation truck operated in a specific area only on Wednesdays, a user in that area searching for ‘donation pickup’ would see a headline for “Free Pickups This Wednesday.” By tailoring ad text to geo-targeted audiences based on the day of the week, traffic and click-through-rates increased.
  3. Landing Page Creation: We designed a landing page for the campaign that highlighted the convenience of Epilepsy Chicago’s donation pickup service with clear calls-to-action. We made sure that users could quickly and easily see what kinds of donations were accepted, use a finder feature to locate the closest drop off points, and view the pickup schedule. Check out a demo of the landing page here.

Our Results

Overall, we saw a 56% increase in directly scheduled donation pickups. Donation conversion rates also rose from 0.98% to 5.21%.

Since teaming up with ConnectAd in 2017, Epilepsy Foundation of Greater Chicago’s website has seen a 79.17% increase in new visitors.

Growing the Epilepsy Foundation of Greater Chicago’s goods donations had a huge impact on their organization, since the proceeds from selling the goods in their thrift store funded much-needed programs and services.

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