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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 Google Ad Grant 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.

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.

Learn how your nonprofit can take the next step in it’s digital strategy today.

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.

Talk to a Google Ad Grants expert

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About Conversion Tracking

What is a conversion?

A conversion is defined as any action a user takes on your website that you deem valuable. For some, this is a donation, for others it’s a registration.

Why track conversions?

Tracking conversions is essential to the success of any digital marketing effort. If you don’t understand what actions are leading to growing your impact, you can’t effectively make the right decision to optimize for them.

How we track conversions

Our team will install and implement platforms such as Google Tag Manager and Google Analytics to track and assess these metrics. Our best practices with this valuable data enables us to optimally manage your account.

The Role Of Your Account Manager

What is an Account Manager?

Each one of our clients is matched with a Dedicated Account Manager (AM), who is both your digital marketing expert and main point-of-contact.

What is their expertise?

Upon joining ConnectAd, all AMs go through an extensive training & certification program before managing nonprofit accounts. Additionally, AMs go through further training each week as part of our culture of learning so that they can continue to develop their skill set.

As a result, AMs become proficient in multiple areas of digital marketing to the benefit of our clients.

A $499 Setup Fee May Apply

Before you apply for the Google Ad Grant, nonprofits require:

  1. Access to an approved Techsoup account
  2. Access to an approved Google for Nonprofits account
If you have both of the above, we will waive the $499 setup fee and complete the rest of the Google Ad Grants application process on your behalf. If you already have the Google Grant but lost administrative access or has been deactivated, we will apply this fee toward helping you getting your account back and reactivated.

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