Afghanaid doubles donations after successful crisis appeal campaign
Afghanaid, a humanitarian organisation that helps millions of the most vulnerable people in Afghanistan, has successfully doubled its donations after a successful campaign to raise funds for its Crisis Appeal.
The charity was able to secure a 100% boost in the number of donations after increasing the amount of free Google Ad grants it was entitled to. This money will go towards providing emergency shelter, food, hygiene kits and blankets to those in need of humanitarian assistance in Afghanistan.
Challenge
Launched to help those affected by recent events after the Taliban takeover in Afghanistan last year, the Crisis Appeal aims to be a lifeline to the thousands in need across the country. While the whole world searched for ways to provide increased levels of support, we at Access noticed that Afghanaid was using up its daily free advertising budget from Google within hours.
Solution
Our team then reached out to Google and secured an increase in budget of four times the amount that Afghanaid was previously allocated from the search engine.
Google Ad Grants provides nonprofit organisations with up to £7,500 of free advertising spend per month to help them increase their exposure by appearing at the top of Google search results. Through our Google Ad Grants Management service we are helping charities attract more donors and allow them to focus their efforts on essential fundraising.
Results
After the increase in advertising spend was secured, Afghanaid welcomed a substantial increase in visits to its website which in turn led to more donations. The boost in valuable ad space also saw it improve its website conversions by 35%, as more people looked for ways to help those fleeing their homes in the wake of the conflict.
Discussing the increase in donations, Natalia Deane at Afghanaid, said:
“It has been wonderful to see such a generous response and an outpouring of support for the people of Afghanistan at this particularly difficult time.”
“We needed to be the first charity people saw when searching on Google for ways to help those living in Afghanistan, to ensure we could provide as much emergency shelter, food, hygiene and financial help as possible. As a small team, the support that Access has provided has been invaluable for driving more traffic to our Crisis Appeal page and made it as easy as possible for supporters to donate as soon as they hit our website. This in turn means we have been able to scale up our emergency assistance work and reach more people.
“It has also led to a 300% increase in the amount we’ve been able to spend on advertising thanks to the extra Google Ad Grants budget, while strengthening our voice in a really competitive space. 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.”
