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Customer story: Afghanaid
Doubled donations after crisis appeal
Afghanaid is a humanitarian organisation supporting millions of vulnerable people across Afghanistan, delivering emergency aid including shelter, food, hygiene kits and blankets. When they launched an urgent Crisis Appeal to respond to rapidly escalating humanitarian need, demand for information and ways to help surged overnight.
The challenge was making sure Afghanaid could be found at the exact moment people were searching for how to support those affected. Here's how they used Charity Ad Grants to secure a 100% boost in donations.
Access Charity Ad Grants
Poverty relief & overseas aid
Challenges
- Crisis Appeal demand exceeded daily Google Ad Grants budget
- Ads stopped running during peak search periods
- High competition limited visibility emphasised urgency
Solution
- Managed Google Ad Grants through Access Charity Ad Grants
- Secured a fourfold increase in daily advertising budget
- Optimised search visibility for crisis-related donor intent
Results
- Donations doubled following campaign optimisation
- Website conversions increased by 35%
- 300% increase in advertising capacity and awareness
As a small team, the support that Access has provided has been invaluable for driving more traffic to our Crisis Appeal page.
High demand, limited visibility
As global attention focused on events in Afghanistan, Afghanaid’s Crisis Appeal gained traction quickly. But while interest was high, the charity faced a critical constraint: our charity ad grants experts noticed their Google Ad Grants budget was being fully spent within hours each day.
This limited Afghanaid’s ability to appear in search results during peak periods, just when potential donors were actively looking for trusted organisations to support. In an intensely competitive search environment, visibility directly affected donations.
Unlocking the full potential of Google Ad Grants
Working with Access Charity Ad Grants, Afghanaid was able to act quickly. The Access team identified the issue and engaged directly with Google to secure a fourfold increase in Afghanaid’s daily Ad Grants budget.
Through Google Ad Grants Management, Access helped ensure Afghanaid could:
- Appear more consistently at the top of Google search results
- Capture demand during critical moments of public interest
- Drive supporters directly to the Crisis Appeal donation page
Google Ad Grants provides eligible charities with up to $10,00 per month in free search advertising, and with expert management, Afghanaid was able to maximise both reach and return.
More visibility, more donations, greater impact
With increased ad spend and improved visibility, Afghanaid saw immediate and measurable results:
- 100% increase in donations to the Crisis Appeal
- 35% improvement in website conversion rate
- 300% increase in advertising capacity through expanded Ad Grants budget
- Significant rise in website traffic during peak crisis periods
The increased exposure meant Afghanaid could respond faster and at greater scale, reaching more people with life-saving support.
Natalia Deane at Afghanaid said:
“We needed to be the first charity people saw when searching on Google for ways to help those living in Afghanistan. The support that Access has provided has been invaluable for driving more traffic to our Crisis Appeal page and making it as easy as possible for supporters to donate.”
She added:
“In short, we’ve been able to massively increase awareness of the work we do, and increase donations to help the thousands of families affected by the conflict in Afghanistan.”
Why Access Charity Ad Grants
For Afghanaid, the value of Access Charity Ad Grants went beyond increased spend. Expert management, rapid response, and deep understanding of the nonprofit search landscape helped the charity strengthen its voice in a crowded space, exactly when it mattered most.
By removing barriers to visibility, Access Charity Ad Grants enabled Afghanaid to focus on what matters most: delivering urgent humanitarian aid to those who need it.