Certified HubSpot Partner in Amsterdam: Social Brothers implements a modern CRM
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Sometimes things don't go well and you need a listening ear. Our partner Helping is happy to lend a helping hand to special target groups with a request for help. This special target group includes children and adults with a chronic illness, disability or behavior that requires extra care and attention. Handjehelpen is a non-profit organization active in the Utrecht region. They link the needy to their own volunteer or intern, real tailor-made help! Because people needing help get a buddy, they have more social contact, which makes them feel better about themselves.
In order to continue to facilitate these requests for help, Handjehelp needs more donors, volunteers and interns. It would be a shame if these links can no longer be made, which is why we are happy to offer a (digital) helping hand.
In this case
- Challenge
- Solution
- Facts & figures
Challenge
With this assignment, the challenge lies in making as many connections as possible between volunteers or interns and those in need. Active donor recruitment is required to continue facilitating these links. When you register with Handjehelp, your contact is managed in the CRM HubSpot. Within Hubspot you will end up in a list that matches your interests and search behaviour, so you will receive mailings that match the target group in which you fit. It is difficult to reach potential donors as this target group will often not search for 'become a donor', they will have to be encouraged through push campaigns. Handjehelpen is a non-profit organization. Non-profit organizations are entitled to a Google Grant account, but different conditions and rules apply. The challenge within these campaigns lies in setting up and optimizing the Google Grants account, taking into account the specific rules and conditions associated with it. There are a number of fixed conditions attached to the use of keywords. The keywords must consist of more than one word, in addition, generic keywords such as 'free' are not allowed. Another important rule of the game and also a challenge was to achieve a CTR of at least 5% per month at the account level. If this is not achieved for 2 months in a row, the account will be put on inactive.
Extensive keyword research
Solution
Extensive keyword research has mapped out the search needs of the three different target groups of Handjehelpen. After the keyword research, campaigns were run on both Google Ads and Google Grant. Due to the extensive keyword research, the Google Grants account can be expanded considerably. This has resulted in extra clicks and we were able to turn more volume. The keyword research offered us a specific 'always on' campaign with a varying focus; attracting volunteers, trainees or donors. This account is continuously optimized and improved.
In addition, periodic push campaigns were run on Facebook for active recruitment. Within this campaign, too, the focus is constantly shifting to a different point of attention; volunteers, interns and donors. In order to achieve a high CTR, our team has managed to match the advertisements and landing pages as closely as possible to the search needs of the target groups. Within the campaigns, the location and radius in which the target group is located is taken into account, so that the search result matches the search intention of the user.
Facts & figures
Google Ad Grant:
- 47% conversion increase
- 30% more clicks
Google Ad Search:
- 126% more conversions, at the same cost
- cost per conversion -50%
- 48% increase in conversion rate
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