For several years running, Forbes has named Direct Relief among a select few
organisations with a 100% efficiency rating for fundraising. Direct Relief strives
for efficiency in its operations but faces a challenge familiar to many non-profits.
How do people find them? As a non-governmental organisation that relies solely on
private charitable contributions, how can it accomplish growth in donations with
limited resources? How can it succeed when it spends only a fraction of what others
At Direct Relief, Google for Nonprofits is answering these questions and more through
a full complement of Google tools.
The organisation powers search-engine marketing using Google AdWords, gains insight
into donors and tracks how they interact with the website using Google Analytics, and
increases trust through the security and ease of Google Checkout. People can visually
pinpoint Direct Relief’s global efforts on its site using Google Maps. The emotional
and educational impact of video on the organisation’s branded YouTube channel
humanises its message and extends brand awareness.
By 1 January – the close of the peak year-end giving season – results showed a 44%
year-over-year increase in the number of online donations, and a 40% increase in
total dollars donated online.'
In the first three years of becoming a Google grantee in 2003, Direct Relief garnered
an impressive 6,000% increase in website visitors. But Google saw even more
potential, and worked hand-in-hand with Direct Relief to optimise online performance
The revised marketing plan consisted of eight campaign categories in paid search and
re-marketing, and approximately 150 newly created text ads that were launched the
first week of December. By 1 January – the close of the peak year-end giving season –
results showed a 44% year-on-year increase in the number of online donations, and a
40% increase in total dollars donated online.
Overall site traffic increased by 84%. Re-marketing ads resulted in a 2% lift in
conversions. Brand paid search terms (those including some variation of 'Direct
Relief') netted a 26% conversion rate.
Moving forward, Direct Relief plans to continue to refine its adwords campaign, as
well as engage its audience more broadly through informative and compelling stories