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A Review of the Ad Grant Scheme’s Transformative Last 2 Years

Google Ad Grant Scheme 2 Year Review

2020 was not an easy year for anyone, but in the Google Ad Grant world, many accounts were reporting huge year on year increases in traffic. Our Paid Media Consultant, Dan, runs through the many changes Google made to the ad grant scheme over the last two years and what it could mean for the future.

The story starts in January 2018, when new requirements were placed upon Grants to remain active. Of these, both the limitation on single word keywords and the minimum of a 5% account-wide CTR reduced the total traffic available to some accounts, but the biggest change that affected traffic in accounts around this time was initially undocumented by Google.


Google Ad Grant Traffic timeline
An example of one of our client’s Google Ad Grant traffic over the past 2 years.


The change involved the Ad Grant Quality filter, a rather minor part of the ad auction system. Google describes the Ad Quality feature as being “based, in part, on the general ad quality level of the standard ads in the country where you’re showing your ads”. This seems to be a system by which Google limits how much Ad Grant ads show in comparison to paid ads.

Around the same time as the new policies were implemented (in Nov 2018), Google significantly changed how many ads the Ad Quality filter was limiting in grants. This generally affected the lower priority informational content that makes up the bulk of traffic for many accounts. This caused a significant drop in traffic across the Ad Grant scheme as many accounts lost up to 50% of their daily traffic.

The community were unhappy about the changes, to say the least. The timing of the announcement (after many charity staff had left for Christmas) and the short amount of time given to adjust to the drastically different set of rules was not the best Christmas present Google could have given. The Google Ad Grant scheme realised they would have to start giving rather than taking after this change, and over the next year we would see a drastic turnaround in the prospects of Ad Grant accounts.

Most recently Google has offered extra budget in several periods for Grants during peak performance times such as Christmas. In addition to extra budget, the addition of the maximise conversion bidding strategy being allowed to exceed the $2 bid cap, and the introduction of responsive search ads (which seem to be preferred greatly by the Ad Quality Filter) have allowed us to improve traffic levels across many accounts.

In addition, Google have seemed to relax the initial change they made on Nov 2018 to the ad quality filter, causing traffic to climb back up even without any officially announced new changes. You can see the large increase in traffic between the implementation of the policies and the release of Responsive Search Ads as a result of this.


The Future of the Ad Grant Scheme

So, what does all of this tell us about the future of the Ad Grant scheme? In our opinion the message is quite clear from Google: adopting new features, such as automated bidding and Responsive Search Ads, will allow you to mitigate or bypass the restrictions being placed on accounts. It is now more important than ever to be quick to adapt to new features and changes being implemented in the Grant scheme, as they often seem to come paired with changes which limit accounts not using them. For example, the ad quality filter change has been mitigated by responsive search ads and being able to bid above the $2 limit allowed higher priority content to bring in more traffic during times of increased budget.

In recent times we have seen changes to search term reporting and keyword match types, reducing how specifically we can target user searches. However, we have been granted access to demographic targeting, which was up until now not allowed within Grant accounts. This will once again require a change in how you operate a Grant account, focussing less on what people are searching and more on who those people are. Moving into the future, it is important to remain up to date on what changes are happening in the Ad Grant scheme and coming up with ways to maximise the benefit these new changes can give to your accounts.


If you have any questions on future implications for your ad grant, or are interested in working with us to apply for your non-profit organisation’s own Google Ad Grant, please don’t hesitate to contact us.

Why not follow us on Twitter for the latest updates to the Google Ad Grant scheme?

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    Uprise Up shortlisted in The Drum Awards AND Campaign Media Awards 2021

    The Drum Digital Advertising Awards Finalist 2021

    We have since won at The Drum Digital Advertising Awards 2021 and Third Sector’s Business Charity Awards 2021. Read more here.


    After an award-winning 2020, we’re pleased to announce that we’ve been shortlisted for three more awards in 2021! We have one nomination in the Campaign Media Awards, and two nominations in The Drum Advertising Awards.

    We’re kicking off the year with nominations in:

    • Campaign Media Awards – Charity Category for Crisis at Christmas Campaign 2020
    • The Drum Advertising Awards – Social Purpose Category for Crisis at Christmas Campaign 2020
    • The Drum Advertising Awards – Best Buy Side Team Category for the Uprise Up Paid Media Team



    Our Journey

    You don’t need us to tell you that the last 12 months have been difficult. In the face of the coronavirus pandemic, economic uncertainty, and navigating the ramifications of lockdown, we’ve been working harder than ever. Digital marketing had to step up, and so did we.

    The Crisis at Christmas campaign is a stellar example of the results that digital marketing can achieve when approached with a creative, data-led attitude. In 2020, we need to be relentless in our pursuit of continuous improvement, to seek out the results that organisations – especially charities like Crisis – need in order to thrive.

    We’re particularly proud of the nomination for Best Buy Side Team, for which our Paid Media Team has been nominated. The Paid Media Team at Uprise Up has worked far and beyond what was expected of them during the pandemic, displaying truly heartfelt camaraderie while achieving unbelievable results for our clients. The Paid Media Team was able to pivot seamlessly to working from home and communicating with our clients virtually during the various lockdowns, and we’re immensely proud of them for that.



    Crisis at Christmas Campaign 2020

    For Crisis, the coronavirus pandemic meant making significant changes to their usual Christmas offer, such as closing their Crisis Christmas Centres and halting their usual ‘reserve a place’ fundraising proposition.

    We worked closely with the team at Catalyst, who led the strategic direction of the campaign, to deliver an omni-channel digital advertising campaign across paid social, paid search, and programmatic advertising. This campaign raised over £6,100,000 in revenue for Crisis, from over 98,000 generous donations – obliterating the target of £1,630,000 from 30,000 donations.

    Overall campaign results:

    • 98,096 donations – 533% year on year increase
    • £6,147,056 revenue – 755% year on year increase
    • 10.08 ROAS – 288% year on year increase
    • £6.22 CPA – 65% year on year decrease

    The £6,147,056 raised meant that Crisis were able to directly provide support to 2,004 people experiencing homelessness over the Christmas period. The money raised will also make a significant contribution to Crisis’ year-round services, supporting people out of homelessness for good.



    Paid Media Team

    The Paid Media Team at Uprise Up are the talent behind several of our most successful campaigns of 2020. This includes the Crisis at Christmas campaign, as well as campaigns for MSI reproductive choices, Diabetes UK, Greenpeace and Sue Ryder (to name just a few).

    The outbreak of COVID-19 presented a unique challenge to the fundraising capabilities of charities, with the loss of offline advertising opportunities. The Paid Media Team stepped up to deliver exceptional digital media, for our charity clients in particular.

    In light of the pandemic, the team were determined to maintain the exceptional standard of digital campaigns produced in previous years. By pursuing continuous improvement and taking a data-led approach to campaigns, the Paid Media Team didn’t just maintain the standard, but were in fact able to deliver significant growth – both for Uprise Up and for our clients.

    Camaraderie between the team was particularly evident over the last 12 months, with weekly Zoom quizzes and video wellbeing check-ins. The close-knit team has managed to maintain their relationship, even welcoming new members of the team who are yet to meet their new colleagues in person.




    2020 was a year of growth for Uprise Up. The team saw improved revenue, excellent client retention and fantastic results for our clients. We hope to win all of the awards we have been nominated for, but being shortlisted alone is recognition of the fantastic work we’ve achieved and we are very proud.

    The Drum Awards winners will be announced on the 25th March at 4pm GMT. For the full list of awards and nominations, visit The Drum Awards website.

    The Campaign Media Awards are announced on the 14th and 15th April. The full list of awards and nominations can be viewed on the Campaign Media Awards website.

    For regular updates on our agency, why not follow us on Twitter?

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      The Drum Awards Winners 2020

      The Drum Digital Advertising Awards Europe Winner 2020

      We won at the 2020 The Drum Digital Advertising Awards!

      There’s no disputing we are in the strangest of times right now, but we received an email in April that cheered us all up greatly. We were delighted to find out that we’d made it to be finalists for not one but two digital advertising awards in The Drum Digital Advertising Awards Europe 2020.

      Last week, we found out that we won both awards, officially making Uprise Up a multi award-winning digital marketing agency! The categories we were nominated in are Not for Profit and Most Effective Use of Data.

      We’re honoured to be recognised by The Drum Digital Advertising Awards, as they value data-driven work that showcases best practices in the current digital landscape. Data is at the core of everything we do at Uprise Up; it’s used at every step of a campaign to drive continuous improvement and achieve great results. We’ve operated in charity sector since Uprise Up was founded and it’s considered to be one of our specialities. We work with a wide range of charities to ensure their message reaches the right people at the right time.

      To win ‘Most Effective Use of Data’ we were up against some industry giants: ITV plc, Wavemaker CS, RAPP UK, Code, Permutive, Infectious Media, Captify and MiQ, Dentsu Aegis Network. Our work on the Charity Benchmark impressed the judges with its innovative thinking, which has helped form a dynamic data community in the charity sector.


      Not for Profit

      On this digital campaign we worked alongside Catalyst, a marketing and advertising agency that specialises in charities and NGOs. Together, our work with UK national charity for homeless people, Crisis, helped increase donations through a targeted digital marketing ‘Crisis at Christmas’ campaign.


      Crisis facebook ad


      The campaign successfully cut though the digital noise of the busy Christmas period with Uprise Up and Catalyst delivering a multi-channel digital campaign with impressive results. Catalyst provided all creative assets used in the campaign. With these creatives and a combination of paid social and programmatic display advertising, our tactics resulted in over 48,000 donations with a value of over £2,600,000. This is a growth in revenue of 125% from 2018 to 2019; building on the vast improvement already achieved the previous year, since Uprise Up took over the digital campaign in 2018.

      Through continuous testing of audiences, creatives, placements, formats, images and copy, we achieved significant improvements in performance throughout the campaign. Our testing was a contributing factor to the results we achieved, which included driving cost per acquisition (CPA) down by over two thirds through the duration of the campaign, which enabled Crisis’ budget to go further and help more people.


      CPA Improvement, 2017 vs 2018 vs 2019

      Graph showing improvement in CPA across Paid Social and Programmatic 2017-2019

      The campaign resulted in a record Christmas fundraising campaign with Crisis attaining its highest ever amount of online donations.

      For more information, you can check out our Crisis Case Study.


      Most Effective Use of Data

      We work with CharityComms, the membership network for communications professionals working in UK charities. This network aims to raise the standards of communications across the third sector and help member charities efficiently use data.

      Working on a pro-bono basis over the past two years, Uprise Up created The CharityComms Digital Benchmark, a benchmarking tool which has enabled over 70 charities to pool their digital data. This allows them to compare and evaluate the results of their digital activities and compare their marketing efforts to those of other participating charities across the UK. This data is accessible through a dashboard which offers a simple view of complex data.

      The Digital Benchmark has helped, and continues to help, charities to:

      • Judge digital success
      • Identify realistic targets for their digital output
      • Identify weaknesses in their marketing efforts
      • Use insightful data to allocate their digital investment
      • Compare their performance to other charities

      As a result, over the past two years participant numbers have shot up by 70%, with over 70 charities using the Benchmark. It’s also been rated good or excellent value for money by 84% of participants. Some of the participating charities include Age UK, Barnardos, NSPCC and Shelter. A full list can be found on the CharityComms website.

      By pooling all the data from the charities and setting up effective tools to interrogate the data, Uprise Up and CharityComms have helped form an enormous data community in the charity sector.

      We’re very excited to know we get to don our evening wear for a virtual award ceremony at the end of the month! You can see all the nominees here. A massive congratulations to everyone that was nominated or received an award, there was some tough competition to beat. And a big thank you to everyone who’s worked on either project with us. These awards were team efforts and we’re proud to work with you all.


      Want to talk?

      If you’d like to find out how we can help your organisation with outstanding results we’d love to hear from you so do get in touch. Our MD John has also just written a great blog about marketing during Covid-19.

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        Digital Fundraising Strategies for Charities

        Fundraising Strategies for Charities

        Charity Fundraising


        Fundraising is not only a key source of income for charities, but it is also an opportunity to engage with members of the public on issues they care about. For many charities, creating an effective digital fundraising campaign, that successfully engages with your target personnel can be a challenging prospect. But fear not, we’re here to help! Below we’ll explore some key fundraising tasks and suggest some initial strategies to hopefully achieve success in digital.

        Don’t forget to share this post with others, to spread the message that good digital for charities and non-profits is needed now more than ever.


        Charity Lottery

        Lottery activity can work exceptionally well, which has caused them to become increasingly popular across larger charities. We know the market is extremely competitive, therefore In such a crowded space, it is crucial to allocate spend wisely.

        The priority for allocating budget should be Paid Search, as this provides the best Return on Investment (ROI), by targeting people who are looking to play a lottery at that moment. Think of personas such as ‘Lottery Liz’.


        Lottery Liz Charity Persona

        Liz has very predictable online habits and her browsing habits are mainly based around fashion sites and online newspapers. She regularly takes part in charity lotteries with her friends. Her first interaction with the activity could come through Display Advertising on sites such as dailymail.co.uk. She may not click on these ads, but when she sees paid search ads for your charity when looking for a new lottery for her friends, she’ll remember the ads she saw and decides to investigate more.

        Both Google Paid Search and Bing Paid Search can be utilised in this strategy. In addition, display marketing should be employed to raise awareness of the product during key periods, such as a Superdraw or Christmas draw. Although the CPA on the awareness side of the activity will be high, the increased awareness should drive an increase in searches and therefore improve Paid Search results.

        Search Engine Optimisation (SEO) would also prove effective for long term revenue generation. Start with an initial website crawl or a more thorough technical audit, then prioritise tasks to improve website performance, which will also have knock-on benefits to the other activity.


        Legacy Giving

        Deciding to leave a gift in your will is a long process, with users unlikely to commit on their first few visits to the site. However, continued updates and content based on what your charity does in a broader context together with well-timed asks should help convert this audience. Successful campaigns are reliant on attracting users by having relevant and engaging content with a strong call to action to find out more.

        Based on our research, we have identified a target online consumer for legacy giving – ‘Giving Gordon’. Gordon uses the internet to look up sports results and regularly visits the BBC Sport page. He doesn’t use many social media channels, but he uses Facebook to keep in contact with his children. He worries that his affairs are not in order, and the death of his mother has spurred him to consider writing a will. He doesn’t know much about the process, and so searches for a guide to writing a will online. Whilst browsing Facebook, he notices an ad for a free downloadable will guide from your charity. With a strong connection with your charity, he downloads the guide and it gets him thinking about leaving a gift in his new will to the charity.


        Giving Gordon Charity Persona


        For this type of activity, the majority of investment should be focused around Facebook advertising. This is because Facebook allows for careful targeting around people who have just experienced specific ‘life events’, which allows you to target users in line with our research. Other channels should include both Paid Search and SEO. By providing high quality content supporters would be encouraged to stay engaged with your charity. Then through automated marketing and email, they can be up sold to the free will writing service at the appropriate time.


        Challenge Events

        Fundraising events are a great way to engage supporters and raise revenue. An effective marketing strategy for challenge events should drive sign ups, predominately by using a combination of paid search and bursts of display activity and Facebook Ads. In addition to this, both existing content and new content, along with automated marketing, should be utilised to aid these channels in increasing event sign ups and to provide value to those that sign up to your fundraising events.

        Based on the research we have conducted, we have initially created the following example personas based on the people we believe are most likely to sign up to your charity’s fundraising events.

        ‘Event Ellie’ spends a lot of time on Facebook, sharing links to her fundraising page and encourages others to sponsor her while sharing the work that your charity does. In the lead up to the event, she posts updates on her training regime. When the event is over, she updates her photos from the big day.

        ‘Challenge Colin’ spends plenty of time on events forums reading about others’ experiences, sharing his own stories and looking for the next crazy challenge he can take part in. He regularly logs into Facebook and likes pages of his friends who take part in events.


        Event Ellie & Challenge Colin Event Personas


        Nothing is more effective at driving sign ups than targeting people who are searching for these events, and this is where Paid Search comes in. Although Google Ads is an effective medium for this, Bing Ads can also be successfully utilised as there is less competition on Bing and you can reach a different, yet still relevant audience to increase sign ups.

        We would suggest producing banner advertising, firstly to use as remarketing to users who have visited your site, but also to increase awareness and promote events on relevant websites. To save on costs, make use of responsive ads for smaller events.

        Finally, utilise email marketing, combined with a continued supply relevant content, to allow your charity to maintain a relationship with users who have downloaded a guide or similar content. They can be encouraged to support your charity through fundraising for an appropriate event through communication when appropriate.


        Regular Giving

        Digital Marketing is a very effective medium for driving donations, both single and regular. Paid search is again, going to be your most effective channel when it comes to ROI, but there is going to be a limited ‘relevant’ reach. So, you will need to couple this with some awareness activity across video, display and social.

        As usual, try to identify your target personas. For example, ‘Donation Donna’ is a married mother of two, and her online habits involve visiting online news sites and the national trust page to find her next day trip location. Her children have recently moved out and she has more disposable income, which she wants to put towards a good cause.


        Donation Donna Charity Persona


        Video across social media and YouTube is currently exceptionally cost-effective and combined with its impact and focused targeting, we recommend it as a powerful tool with which to start engagement on fundraising products. In addition to this, social media channels such as Facebook and Twitter should also be used to benefit from their extensive targeting options. Finally, automated marketing should also be used to encourage the sense of community and friendship with the new product.


        As always, we’d love to hear more about your own specific strategies, so if you’d like to find out more information, please do not hesitate to get in touch!


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          Why Charities Need to Manage the Online Presence of Their Shops

          Why Charities need to manage the presence of their online shop

          The Importance of Online


          Understandably, charities have limited marketing budgets and need to maximise return on investment.  Investing time and money to manage the online presence of a charity shop may seem unnecessary, but in reality, it is essential, not only to meet the changing habits of consumers but also as a means of driving footfall and growing brand awareness.


          This article covers the reasons why charities need to manage their local online presence, how to do it and the benefits of doing so.  Importantly, we will focus on the minimum that needs to be done in-order to meet the needs of customers whilst improving brand performance.


          The author is David Whatley of MiShop.local who has more than 8 years experience of advising and managing the online presence of more than 4,000 locations in multiple sectors including retailer chains and charities.


          Firstly, a bit about “local search” – When people search for “charity shop”, the results will appear in Google Places or Google Maps!  How and where you appear is influenced more by your physical address than your website.  In all likelihood, your shops will already be listed, but are they correct and are they performing at their full potential?


          Mishop Blog Image.png


          So what? Surely charity shops rely on passing trade, and as many don’t have an e-commerce site, why do they need to care about their local online presence?


          Charity shops are like any other retail business; people want to know when you are open, where you are located, the services you offer and whether you have what they need, they may also want to know how to donate or volunteer etc.  However, it is wrong to assume that people go directly to your website to get this information.  They don’t! Instead, they start with Google to search for opening times, contact details, directions, products and services.  They also read and write reviews and ask questions about local services.


          Coupled with this, Google has invested heavily in Google My Business pages, which brings together information from around the web about your shop into one place.  It is a Knowledge Graph for a specific location and is the first point of call for most people searching for local information.  Google My Business is the ‘online front door’ to your shop and the most important digital asset you can have in local search.



          The Anatomy of a Google My Business Page


          Below is an example of a Google My Business Page as seen on a desktop.  The information is the same, although the look and feel is slightly different for mobile users.


          Mishop Blog Image 2.png


          Should charities manage their local presence for performance improvement or hygiene?


          Local presence management should in the first instance be about “hygiene”; meaning that the information used by your customers should be correct wherever they find it in local search.  For the most part, if people search for “your brand + location” they will find you, just make sure the information they find is correct. In other words, your brand name, address, phone number, weblink and store opening times need to be consistent and correct.   Coupled with this, not all charity premises are shops; charities have offices, volunteer groups, service depots, support services, care centres, etc. all of which can (and do) appear in local search results. You may not want the public to call or visit certain sites, or they may only be open at certain times, so it is up to you to check that your premises are listed appropriately.


          Correctly listed information is a hygiene factor that happens to have SEO benefits.

          At the very minimum, charities should ensure branch details are correctly listed in the main local ‘doorway’ listings, namely; Google, Bing, Facebook and Apple Maps. Doing so will ensure you appear in most local ‘brand’ and ‘charity shop’ related searches.


          Optimising for local search performance.

          Not everyone will search for charities by brand or think to look at a charity for a particular product or services, for example; furniture.  A charity that collects and sells furniture needs to appear in searches for “furniture clearance” and “furniture store”.  Competing for these keywords requires an organic SEO strategy including; optimising your listings, website, blogs and social media etc.


          There is, however a law of diminishing returns with local SEO; there is only so much that you can do and in fact need to do to get on the map.  This is driven by a number of factors including:  local competition, local population size and demographics AND the user’s location in relation to your location.  In other words, performance varies on a location by location basis.  If you have multiple shops, it may be impractical to ‘micro-optimise’ each location, which means you need to focus on the fundamentals of claiming and managing your Google listings, ensuring other local listings are correct and point to a locally optimised store page.




          Other considerations:


          We promised to focus on the fundamentals of local search.  If you are tight on resource, start with Google Places.  However, here is a very high level over view of other areas you should consider for local:


          Facebook is also local.

          Charities with multiple locations can have a Facebook ‘Place Page’ for each shop connected to the main brand page via a ‘store finder’. Facebook rules can be configured to govern how Place Pages are branded, who has access, and whether they are managed centrally, locally or both.  However, most charities have many standalone, unofficial, unmanaged and unbranded Facebook Pages for each of their shops.  Customers may be checking-in and posting on these pages without the charity’s knowledge.  By setting up a Place Page hierarchy, charities can control information and interactions with customers that wish to follow their local charity shop or office.



          Bing Places, is less complicated and easier to manage than Google Places, but does not have the same level of functionality or insights. Its reviews are sourced from different listing sites around the web such as Yelp and Foursquare.


          Apple Maps

          3 out of 4 iPhone users will use Apple Maps instead of Google Maps. It is an important digital asset that needs to be managed, although it does not offer the same level of flexibility, functionality or insights as Google Maps.


          Local Listings

          Fundamental to local SEO is local business listings. Local business listings are an important reference point that can further raise your local online presence and improve search performance.  The likelihood is that most charity shops will be listed in a number of these, however, it is important that the shop’s Name, Address and Phone Number (NAP) is consistent wherever it is listed.



          Ideally each shop should have its own locally optimised webpage where the NAP and opening times are presented in schema mark-up and are consistent with that listed in Google Places and local listing sites. The webpage should also have local tags in the url e.g. www.yourwebsitename.co.uk/brighton_charity_shop , and ideally contain local content and references.


          Google Posts

          Google Posts is a fantastic new feature in Google My Business. This free feature can be used by charity shops to raise awareness of specific fund-raising events, highlight your cause, encourage people to volunteer or sign-up to a newsletter (for example).  The only challenge is managing it at a local level.


          Customer Reviews

          Customers reviews raise your profile in local search. Unfortunately, unhappy customers aren’t averse to writing bad reviews about charities, however you can encourage your supporters to write positive reviews that raise your local online profile and help to promote your cause.


          Q&As (in Google My Business)

          Q&As (In Google My Business) is a recent development. Questions are mostly answered by a community of local Google Guides that mean well, but may not know the correct answers.  Q&As are in their infancy and are not easily managed by large charities across multiple locations, so this is one to be aware of for the moment.  However, it may be a function that is monitored by the Social Media Team.





          Charity shops, like other retailers, need to manage their local online presence in the ‘doorway listings’ Google, Bing, Facebook and Apple Maps as well as local listing sites.  Most charity shops are already listed, but not in a controlled way. Charities need to:


          1. Claim and manage Google, Bing, Facebook and Apple Map listings.
          2. Ensure local listing sites have NAP consistency.
          3. Link to a locally optimised shop webpage.
          4. Encourage and monitor customer reviews.
          5. Use Google Posts and Facebook location pages to drive local awareness.



          About the Author

          David Whatley is the founder and Managing Director of MiShop.local.  MiShop.local is one of the leading local presence management services in the UK.  We manage the local online presence of multi-location brands from 10 to 3,000 locations.  Our “Local Doorways” management service is the most cost-effective way for multi-location charities to optimise and manage Google, Bing, Facebook, Apple Maps.

          For more information, please visit their website http://mishoplocal.co.uk/local-doorways-management/ or email [email protected] or call 01273 987498

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            Fundraise with Digital Marketing – Part 1: Foundation Strategies

            Fundraise with Digital Marketing

            Fundraise with Digital Marketing


            At a time when fundraising in the sector is becoming increasingly difficult, digital is offering an increasingly effective channel.

            Now, as the digital fundraising sector is reaching a level of maturity, despite the constantly changing technical and cultural landscape, clear best practices are starting to emerge. This is the first of a series of blogs that upriseUP intend to publish to help pass on our learnings.

            Here we are looking at the initial strategies needed for success in digital. These are the things that need to be in place before even starting to plan the detail of what activity will run on what channel.

            In many instances these could also be thought of as mindsets, but they highlight common processes and systems, that benefit campaigns. Put simply, when we have seen these methodologies come together, they deliver successful online campaigns. Without them many digital fundraising campaigns fail.


            The main strategic factors we would like to cover are:


            Fundraising Diagram 1-1.jpg


            These blogs are written for people working in, or with an interest in, fundraising. Not necessarily digital or marketing. Therefore, there shouldn’t be any unexplained jargon. However, should you have any questions, we’d love to hear from you and find out how we could help. Please email us at href=”mailto:[email protected]”>[email protected]



            Decide on Objectives

            An apparently easy one to start off with, but it is surprising how often fundraising campaigns are planned and launched without clear specific goals in place. Tracking these goals is then paramount to success – but we will come to that in the later section on Analytics.

            For now, we have broken down the types of objectives that need to be clearly understood:

            • What is the fundraising product?
            • How will supporters be able to help?
            • Are successful goal completions being tracked?
            • What is the required ROI (Return On Investment)?


            What is the fundraising product?

            Never lump several needs into one campaign, such as “donate to our cause, buy from our shop and if you have time complete a challenge”. Unless this is formed around an exceptionally tight message, it simply does not work.

            Supporters need a clear indication as to how they can help. You can provide alternatives if they need them, but make your primary goal clear.


            How will supporters be able to help?

            Be clear about how supporters will be able to help. If it is through online donations, ensure the site can support that. If you would prefer regular gifts rather than single donations, have a default regular giving ask on the landing page.


            Are goal completions being tracked?

            So important to have mechanisms in place to track your success against all types of visitors. We talk about this more under Analytics.


            What is the required ROI (Return On Investment)?

            It is essential to know what success looks like, especially if you are investing (financially or otherwise) in the campaign. Are you looking to build awareness or maximise on ROI? If there is a clear single donation ask, how much do you need to see as a return for every £100 you spend?



            Know your Audience

            Understand the audience that you are targeting as this will have a huge impact in how to target them and the message that you want to get across. Are they a ‘warm’ audience or ‘cold’, male or female, young or old?

            Two practices that we run through with this are: research and creating personas.


            1.  Research


            Desk research

            Whatever did we do before Google? Research your sector (medical research, children, mental health, animals etc) and audiences against the online channels you are considering. A couple of good places to start are:

            • http://www.npt-uk.org/philanthropic-resources/uk-charitable-giving-statistics
            • https://www.cafonline.org/docs/default-source/about-us-publications/caf-uk-giving-web.pdf



            Once you are tracking your web traffic effectively, Google Analytics (Universal) will be able to provide you with all sorts of demographic data on who is doing what.



            Your can conduct your own surveys incredibly cheaply now to get real audience insights. And the data available can make a massive difference to a campaign’s bottom line. We’d recommend starting with Google Surveys: href=”http://www.google.com/analytics/surveys”>www.google.com/analytics/surveys



            So long as it is well maintained, your own database of supporter information should be able to give you real nuggets as to the type of person that fits your sympathetic supporter profile.


            Google insights

            Understand what issues people are concerned with, any seasonality trends that go along with them and also the language they use by knowing the popularity of search queries in Google: trends.google.co.uk


            Benchmark Data

            It is exceptionally powerful to either measure yourself against what has gone before, but also against other charities in the same field. CharityComms organise a particularly good one for medium to large charities.


            2.  Personas


            Utilising personas is an extremely effective exercise at the beginning of a digital marketing campaign. It helps organisations consider their target audiences by considering the type of person – or people that they are marketing too.


            Personas should be built by first researching the audience types that will likely make a contribution to that organisation. This information can then be collected and used to give texture to an example of a particular person, detailing:

            • Their demographic information
            • Their interests and beliefs
            • What their average day is like
            • What they are concerned about
            • How they would like to be involved
            • What kind of messaging would speak to them
            • Their Digital Media habits


            Answers to questions like this provide insight into which creative should be used on which channel, and what time of day.


            Once marketing campaigns are launched they need to be adapted to the results, but really considering the audience forces marketers into a conducting useful research which will usually provide insights into an effective starting point for the initial plan.


            Examples of personas that we have created are:

            Fundraising personas.jpg



            It is important that Digital doesn’t become separated from the organisation’s overall marketing and communications.

            Typically, across all fundraising campaigns, the most effective place to start is with people who have already shown an interest in the organisation. This could be members, past donors, challenge event supporters or beneficiaries. Therefore, the real risk is that a disjointed approach across different channels, each focusing on a different campaign will generate mixed messaging issues with the most important of audience. In turn this can lead to a disengagement with the charity brand as a whole.

            It’s not just about risk. In many instances there are a number of powerful opportunities when ensuring synergy between on and off- line.


            These are the main aspects we check to ensure a synergy with offline fundraising:


            The ask

            Quite simply, is the same campaign or a similar one running offline? If so:

            • There needs to be a consistent look and feel across the two.
            • All messaging should be double-checked to ensure that nothing is conflicting between on and off-line
            • Offline resources should be able to refer to online counterparts, such as web copy, social media pages, and anything else that is appropriate
            • Also, visa-versa, is there a ‘Guide to our work’ or similar publication that would make a good e-book?



            It takes time to research, draft, check and ‘polish’ good content. Often this is done for offline brochures and leaflets, but is not done for websites. Our belief is that users considering becoming involved in the fundraising efforts of a charity are very eager to understand that charity and the need it is engaged with helping. They want to read about it! – and having a place where content (already written for offline activities) can sit is a significant opportunity.



            Its not just about the written word. Photos, graphics, infographics and the brand guidelines themselves can all be share. In fact, many image ads for digital display advertising will take photos and other images and generate banner formats from them in a way that suits the page they are on – automatically. This not only reduces the cost involves but helps generate a connection between on and offline.



            Messaging and channel selection will likely vary considerably depending on the engagement journey an organisation is aiming to achieve.

            For a quick appeal campaign, where there is an urgent need, paid search campaigns, such as advertising on Google may yield the quickest return at the most effective ROI. This might be especially effective for an international Disaster Relief Campaign such as the British Red Cross. This would effectively bring in traffic further down the funnel, at a time when they are more likely to donate – but there are only ever a limited number of those people.

            However, some brands are built over time from continued strong messaging in the right places. The WWF might show impactful videos and banner ads (display) to a targeted audience and over time ask them to sponsor an animal, leading to strong regular giving momentum.


            Fundraising Funnel.jpg


            Often a variety of channels are used together, the available quick return, high ROI traffic that paid search can deliver is limited, and at this point a wider brand awareness campaign supports the charity’s efforts.



            Automated Marketing

            Automated marketing is poised to make a significant impact to the charity sector. We are already seeing great advancements in other sectors – and in charities in the USA. There is real potential for it to be used to build engagement for potential contributors to charities in the UK, and we expect to see significant increase in the usage of Automated in the UK charity sector in 2018.

            Automated marketing relies on good content and useful online resources that users will be willing to sign-up for.


            Sue Ryder Engagement Funnel Version 4.png

             Funnel showing simplified user journeys from our Automated Marketing activity

            Once the user signs up to a mailing list, organisations are then able to build a relationship with newsletters, requests to sign a petition, and other communications which engage with those users. Also, this messaging and the engagement journey the user takes can be automated by systems pre-set that are designed to move users to act by understanding their interests and engaging with those interests effectively.



            The Product Experience

            Crucial to the success of the campaign is the product itself and how it is sold.

            It might be a great idea, or a very current appeal campaign. It might also be pretty standard as a concept – regular giving online donations, run the London Marathon. The setup of the landing page, and the journey you take the user on, is crucial. Converting people is dependent on a good product presented well.


            This is not content on UX, (User experience), or CRO, (Conversion Rate Optimisation), although watch this space for something along those lines too. For now, however, here are common considerations that can significantly maximise on the conversions delivered from the traffic a site achieves:


            Detail the need

            Be very clear about what the situation is that you need help to resolve. Give details as to the scale of the problem but also focus in on individual stories.


            Detail the solution

            Be clear about what your charity is doing to help. Demonstrate to the audience that you have an ethos and a system that is working to tremendous effect. Also show them that you have a plan – that with their help can ensure that the organisation goes on to provide continued support, maybe at a greater scale.


            Bring the story to life with engaging media

            Video, sound, photos and other images really do speak to audiences in ways that text can never reach. They are especially important at speaking to audiences on an emotional level which is our goal.


            Have clear call to action

            It’s simple stuff, but you need to let the user know what you want them to do – in a way that they can identify if they only look at the landing page (or subsequent journey pages) for a couple of seconds.


            -And make the call to action easy to follow!

            Very important this one. Many potential supporters will drop out if you make their journey too cumbersome. Give alternative payment options and make them easy. Make any forms simple and with as few fields to complete as possible. And please, wherever possible try to avoid asking users to print a form and post it back to you!



            Test and Learn – an Agile Approach

            Launch, test, learn and adapt is a basic tenant of effective digital strategies. Long gone are the fixed yearly budgets, basically a re-hash of the previous year. Now there are myriad changing external factors such as technology, consumer habits and competitor activity. And our campaigns need to change and adapt appropriately.


            Not only that, but there are infinite different targeting combinations out there – and we effectively track and evaluate each one, so why wouldn’t we have fun, continuously trial different approaches and learn from the results we get.


            Agile Marketing.jpg

            Any long-term planning should always contain a healthy contingency budget. Build as much flexibility into things as possible. After launch, all elements need to be tested. What copy works, what audiences perform well – what messaging do they respond to?

            All this is needed so that plans can be revised on the fly. And this extends to budgets too. If a definite ROI has been set, are targets being met? – Should budgets be lowered (or increased)?


            All of this relies on good quality data. And that is the subject of our next blog – Analytics and data analysis.


            If you want to know how your charity could benefit from digital fundraising, please don’t hesitate to get in touch.

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              Local Charities Shine at Community Impact Bucks Conference

              Digital Journey Community Impact Bucks Conference

              Community Impact Bucks Conference: The Digital Journey

              We were delighted to exhibit at this years ‘The Digital Journey’ with Community Impact Bucks on the 5th October. The conference proved to be a great success with over 100 people attending and some great exhibitions on show.



              From Websites, social media, CRM systems, personalised communication, crowdfunding… the opportunities presented to us by digital tools are enormous. According to a recent report, 68% of charities think that the charity sector will change as digital adoption increases yet surprisingly only 50% of charities have a digital strategy in place.


              The day focused on how charities and not-for-profits can better use digital tools and how they can use them to tell their story and aid in volunteers and supporters and more. Offering an exciting mix of industry experts in plenary and interactive breakout sessions, the conference helped to get digital running through every aspect of an organisation’s activities; from communicating with donors and beneficiaries to increasing digital fundraising or turning data into meaningful impact measures.


              Two of the breakout sessions were led by our very own John Onion and Ed Coles from Uprise Up, who held a session on ‘Making the most of Google Adwords’ and ‘Q&A Demystifying Social Media’. We have received some fantastic feedback from those sessions so far, so a big thank you to those of you that came along to say hi to us.


              As always, please get in touch if you have any queries on the Google Ad Grant let us know and we would be more than happy to help!

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              Automated Marketing for Charities – Why You’ll love Automation

              What is automated marketing?

              What is Automated Marketing?


              Automated marketing is quickly becoming one of the fastest growing digital marketing sectors, and there’s a reason why so many people are interested. But what exactly is automated marketing, and why would you or your organisation want to use it?

              Put simply, automated marketing is the process of streamlining your inbound marketing from all channels, compiling it in one place and then engaging with your potential new supporters with minimal effort.

              The idea is to drive visitors to your site and then guide them down an engagement or sales funnel. This takes the form of four main steps; Attract, Connect, Engage & Inspire.

              If you want to find out more on how automated marketing could benefit your business or charity, please contact us or send us an email at [email protected]


              Inbound Methodology for Charities



              Before the process starts, it’s important to get a detailed idea of your ideal customer. For not-for-profits this can be quite a challenge, as depending on the organisation, you might have a wide range of different services or products with an even wider range of target audiences. Not everything you offer is going to be right for everyone, and by painting everyone with the same brush there are missed opportunities.

              One of the first starting points in automated marketing is to create personas – your ideal target supporters. Ideally, you’ll create separate personas for each different audience, so depending on your size there might be quite a few to create! For example, if you run several challenge fundraising events you might have a persona such as Challenge Colin:


              Example Fundraiser Persona

              By understanding each of your target supporters, such as Colin, you are better able to tailor content and their journey to suit them, ultimately making it more engaging and personal.



              The Four Steps of Automation




              The attract stage is fairly self-explanatory, your goal is to attract strangers to your website and convert them into visitors. There are many ways you can do this:

              • Paid Search – advertising through Google or Bing
              • Organic search – through Search Engine Optimisation (SEO) with Google or Bing
              • Display – banner or video advertising
              • Content – blogs and promoted offerings
              • Social – tweets & posts

              In the case of Colin, a video ad of your next big upcoming event on Facebook would prove to be a very interesting and attractive proposition.




              Once a visitor is on the site, you want them to connect with your organisation, and if possible, turn them into a potential lead. This is done by asking the visitor to provide their information in return for some offering. This could be signing up to your fundraising event, email newsletter or a call for support.

              By providing this content behind a form, there is an exchange of information, which will be fed directly into your automated marketing customer management system (CRM). Based off the users interaction, you can begin to categorise visitors into your pre-defined personas and can use this information to tailor content specifically for them.




              This is where the majority of automation lies. You have a potential lead, but you want to be able to nurture them into becoming a supporter of your charity. The best way in which to do this is content, content, content! Providing useful content, that will actually provide the user with value, will keep them coming back for more and more. Challenge fundraising and training packs are great for this, and also provide a great opportunity to rank well organically for SEO.

              Have lots of content is great, but how do you make sure that your supporters are seeing it, and that it’s actually the type of content they’re after? This is where emails and workflows come in!

              Workflows are a bit like a process flowchart where you can create an entire user journey from visitor to promoter, including every single bit of content and email they will receive on the way. This is completely automated, with custom criteria and timings available to make sure that only the right person is receiving the right content at the right time. Workflows can be as simple or complex as you want to make them, but provide an amazing opportunity to really build up a relationship and rapport with potential supporters.




              So, after engaging with your leads they’re now supporters, but that doesn’t mean automation stops! The engagement process is ongoing, so it’s important to continue to offer supporters new content to help inspire and delight them. This might be fundraising news, new events, cause related updates or regular social media interaction. If done correctly, your supporters will begin to promote your organisation to new ‘strangers’ and the cycle begins again.

              Although it can be a painstaking process to get everything set up and in place, once it’s there, it’s effortless. Not only are you better targeting individual audiences, you’re providing them with more relevant content, when they want it. When you have a huge number of potential contacts or subscribers, automation becomes invaluable.

              Automated marketing provides a fantastic opportunity for charities and not-for-profits, and allows you to tailor the experience and journey of each and every one of your supporters.


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                The Charity Fair 2017

                Charity Fair 2017

                DSC Charity Fair


                We are really excited to be attending the DSC Charity Fair on the 28th June where we’ll be kicking off the fair’s sessions with our ‘Maximising Search Engine Marketing Learning Lab’.

                The Charity Fair is always a great event packed with expertise and inspiration and we’ll be there to pass on our own insights and learnings which could make a sizable difference to your charities online performance.


                Our Learning Lab


                Our Learning Lab session will provide your charity with a clear steer on where to start and where to focus your efforts for best results with paid advertising and search engine optimisation.

                Ben Tuck, Account Director at Uprise Up will be taking delegates through the specialised area of Google Ad Grants – we currently manage 28 charities’ Google Ad Grant accounts so have a wealth of knowledge on best practice and what works – when to use a paid account, and the vital importance of tracking results with Google Analytics.

                Kapwom Dingis, Head of SEO at Uprise Up, will be exploring the importance of search engine optimisation for organic results, revealing how technical optimisation, website content and backlinks come together to get your website placed higher up in search result pages. Find out what will have the biggest impact quickest.

                Our session will also include time for working in small groups putting learnings into practice, plus plenty of opportunity for Q&As. Attendees will come away with a better understanding of how these areas of digital marketing fit together, as well as quick wins to implement for their charity.


                Come and say hello


                We’ll be available for pre-bookable 15 minute Search Engine Marketing surgery sessions. We can take a quick look at your Google AdWords account, or a page of your website from a SEO perspective.

                Throughout the day you’ll also be able to find us on our Uprise Up stand, so do come and say hello, especially if you have any questions about digital marketing for your charity.


                Register for your guide


                Here at Uprise Up we have years of working closely with not-for-profits big and small and are passionate about what we do, and look forward to passing on our expertise. If you’d like to register for our top tips for managing your Google Ad Grant, which will be available after the event, please get in touch.

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                Charity Digital Literacy Reports – What’s The Verdict?

                Charity Digital Skills Report 2017

                The Charity Digital Skills Report

                Recently published reports concerning charity digital literacy, namely the Stronger Charities for a Stronger Society report by the House of Lords and The Charity Digital Skills Report by Zoe Amar and David Evans, have provided some insight into how digitally literate charities currently are, but perhaps more importantly, what the future of the charity sector looks like from a digital perspective.


                The Statistics

                The headline statistics from these reports look concerning; 50% of charities don’t have a digital strategy , 49% of charities are digitally immature and only 60% of 500 recently registered charities have a website. It has been suggested that in terms of utilising digital tools, the charity sector is approximately 5 years behind the corporate sector. In an increasingly digital world, it is particularly important for charities to embrace digital and ensure they stay relevant.

                The Charity Digital Skills Report recently surveyed 485 charities of varying sizes in an attempt to understand charity digital literacy, and where the charity sector is in terms of digital skills. What was perhaps most interesting is the responses from charities to questions about the future of digital. 68% of charities think that as the sector adopts digital it will change to a great extent in the next 10 years. 66% of charities feel failure to increase digital skills will result in missed opportunities for digital fundraising, and 53% think they will no longer be seen as relevant and won’t be able to reach their audience. With increased digital skills, 75% of charities believe their fundraising could be increased, as well as 69% of charities believing their strategy could be delivered more effectively.

                What is clear from these responses is that while charity digital literacy might not be the best it could be at this point in time, charities are aware of the benefits that digital can offer. Part of this may be the nature of the person responding to the survey, as over 40% of surveys were completed by someone in a digital or communications role, so it’s important to mention that this may not be representative of the view of the charity as a whole.


                charity digital literacy stats



                The Barriers

                There are a number of barriers that might prevent charities from embracing digital. 52% of charities suggest lack of funding is stopping them get the most from digital, along with 50% of charities saying that other challenges are considered higher priority than digital, and that money spent on digital is needed elsewhere. But why should charities prioritise digital? Lloyds UK Business Digital Index in 2016 reported that digitally literate charities are 28% more likely to report increased turnover or funding than less digitally minded charities, as well as 52% of charities reporting cost savings from being online.

                mind the charity digital literacy gap


                How To Improve Charity Digital Literacy & Presence

                There are ways to greatly improve your digital presence without spending a fortune. One of the easiest ways for charities to increase their digital presence, raise funds, promote events and more is the Google Ad Grant. Google offers a $10,000 a month grant to registered charities, allowing them to advertise on the Google Search Network. This can bring in an extra 165 clicks to your site each day and the only cost to you is the time spent managing the account. Whilst digital strategy should be treated holistically, Search Engine Marketing is a vital piece of the digital puzzle and is one that should not be ignored. For more information on the Google Ad Grant, eligibility guidelines and a step by step guide on how to apply for the Ad Grant, please see my previous blog.

                In addition, you can set up Google Analytics for free to track all sorts of data relating to you site and your Ad Grant Account. This can give you invaluable information that you can use to optimise your site and really improve the user experience, and so increase awareness and engagement with your site. According to the Charity Digital Skills Report, 26% of charities don’t know how their audience is using digital. With Google Analytics you can know exactly how all users of your site are interacting with it, which will help you in making effective strategic decisions.

                There are also a number of product available, all for free, for charities enrolled in the Google for Nonprofit programme. The Nonprofit programme is now the new home of the Ad Grant, as well as YouTube For Nonprofits, Google One Today, Google Earth Outreach and G Suite for Nonprofits. All these tools are free and only require someone to utilise them, and they can have a far-reaching yet immediate impact on your charity.


                If you’d like more information on ways we can can help your charity improve digitally, or you would like help applying for a Google Ad Grant or Google for Nonprofits programme, please get in touch.


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                  Google Ad Grant – Our Guide On How To Apply

                  Guide on how to apply for a google ad grant

                  Applying for a Google Ad Grant

                  Updated: 25 March 2021

                  Search engine marketing is a very powerful tool, allowing you to advertise your product or service at the exact time that someone is searching for it. However, traditional pay-per-click (PPC) marketing requires investment in order to bid on keywords and get your ads shown. This investment, however large or small, might be enough of a barrier to stop your digital marketing endeavours in their tracks, especially for smaller charities and non-profit organisations.

                  However, Google offer a Google Ad Grant of $10,000 a month to registered charities and non-profits to spend on advertising on the Google Search Network, allowing you to drive traffic to your site, attract potentially donors, raise awareness, promote campaigns and so much more.

                  If you are a registered charity and aren’t already utilising the Google Ad Grant programme, here is a guide designed to get your enrolled in the Google Ad Grant programme to help you get started with search engine marketing.


                  applying for Google Ad GrantHow To Apply

                  To receive the Google Ad Grant, Google requires you to be signed up for the Google for Nonprofits programme. Google for Nonprofits is available to 50+ countries and gives non-profits access to free resources and products that can help take your mission further.


                  Be A Registered Charity

                  In order to enrol with in the Google for Nonprofit programme you need to be registered as a charitable organisation. There may be specific criteria you need to fulfil to be recognised as a charitable organisation, for example: in the UK you must be registered with HM Revenue & Customs (HMRC) as a charity for tax relief. For full details of all the individual countries requirements, see Google Non-profits support.


                  Register With Charity Digital

                  Secondly, you need to be registered with Charity Digital. Charity Digital is a global network that is partnered with Google that provide tech support and other technological tools to non-profit organisations.

                  You will need to complete the free signup process in order to receive your Charity Digital ‘validation token’ that is required when applying for the Google for Nonpofits programme.

                  You will need information related to your charity for the signup process, namely your charity number, email address, address and phone number. You can check the Charity Commissions site if you are unsure of your details.


                  Sign Up For Google For Nonprofits

                  Once you’ve got your validation token you will be able to use this to enrol on the Google for Nonprofits programme. Again, for this step you will need your organisation name, phone number, website and contact details.

                  Provided your application is approved, you are now successfully enrolled in Google for Non-Profits!


                  Set Up A Google Ads Account

                  In order to receive the $10,000 Google Ad Grant, you will need to set up an Ads account. During the setup of the account there are some steps to take into consideration.

                  • You need to set your currency to USD, regardless of your location. As the Google Ad Grant is in USD, the currency settings need to match. Currency setting cannot be changed once they have been set, so it is important that you get this step right first time.
                  • It is important that you ignore any prompts to enter billing information as the Google Ad Grant cannot be given to accounts with billing information added.
                  • You will need to set up at least one campaign, one active unpaused ad, and at least one keyword in order to be considered eligible. Your campaign must be set to the Search Network only, and the destination URL for your ad must be a location on your charities site.

                  Take note of your Ads Customer ID that you are assigned, which is visible in the top right hand corner of the Ads menu.


                  Enrol for Google Ad Grant

                  Once you have been successfully enrolled into the Google for Nonprofits programme and have set up a Google Ads account, you can now apply for the Google Ad Grant.

                  Login to your Google for Nonprofits account and click activate under Google Ad Grants. Complete the application form and you should hear back from Google by email within 10 days – it is often quicker. We’ve known Google to approve Grant applications in less than 24 hours”


                  We can help

                  If you would like any more information, or help with applying for a Google Ad Grant, then please get in touch. We are Google qualified and specialise in the charity sector. We also have a proven track record and considerable success in Ads development, both with paid and grant accounts, and did we mention? We’re pretty good at it too.


                  Applying for a Google Ad Grant: eBook


                  To make the process even easier, we’ve published a free eBook with all the steps you need to take to apply for your own Google Ad Grant!

                  DOWNLOAD HERE

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                  Digital Marketing For Charities Event 2017

                  Digital Marketing Event for Charities

                  Digital Marketing For Charities Event


                  Thursday 23rd of February 2017 saw over 25 charity marketing professionals brave Storm Doris to join us for Uprise Up’s Digital Marketing for Charities event. Uprise Up has worked with over 50 non-profit organisations and through hosting the evening aimed to highlight some of the key areas that can make a huge difference to a charities digital presence.

                  Thank you to all who attended our digital marketing for charities event and made the event possible, especially our speakers who were kind enough to provide us with their knowledge and insight. Links to all the presentations given throughout the evening can be found in our presentation library, and we’ve provided an overview of the speakers topics below.


                  Bertie Bosrédon – Digital Strategist

                  Bertie has over 20 years digital experience and spoke about digital transformation, why digital literacy is important and the different stages of digital marketing development. Bertie provided a very entertaining talk and touched on ways to incorporate digital roles through departments, as well as how and why you should gain digital knowledge.


                  Matt Haworth – Reason Digital

                  Matt, co-founder of Reason Digital and author of The Digital Fundraising Book, presented the truth about charity social media and how to get it right. With a very informative talk, he provided insights on how people can help get results for you, why you must be social and how to think of your platforms as communities of people, and not just platforms and algorithms.


                   Nick Phillips – Community Impact Bucks

                  Nick has a strong background in both commercial and charity management and spoke about his own journey into the world of digital with Community Impact Bucks. He highlighted why charities should build resilience and attempt to bridge the widening ‘digital gap’ that is emerging between charities and businesses.


                  John Onion – Uprise Up

                  Our very own John Onion, founder of Uprise Up, spoke about Paid Search and the importance of targeting someone at the exact moment they are searching for you. John also highlighted the importance of AdWords for charities and included some information on best practice for Google Grants and optimising your account.


                  Nathan Potts – Google

                  Nathan has been helping to develop a portfolio of Google advertising agencies for nearly a year, and provided industry insights on the effectiveness of Paid Search, Display and Remarketing campaigns for non-profits. Nathan also spoke about the Google for Nonprofits scheme, Google Ad Grants and YouTube for Nonprofits, all available to eligible charities free of charge.



                  Thanks again for all those who helped make our digital marketing for charities event a huge success.

                  If you have any questions about topics discussed on the evening, or want to know more about our services and how we can help your charity, then please get in touch.

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                  Charities Embrace Digital

                  Embracing Digital


                  At the beginning of a new year we often find ourselves both looking back over the past 12 months and making predictions for the year ahead and it seems safe to say that 2017 will see more charities further embracing all things digital.

                  According to the 2016 UK Business Digital Index from Lloyds, in 2016 charities made strides in increasing their digital presence, be that having their own website (still only 3 in 5 however), harnessing the power of social media or using a digital training tool.

                  Most interestingly, 2016 saw a 100% increase in charities advertising online (60% in 2016 v 30% in 2015) whilst the amount of non-profits taking donations online rocketed over 100% from just 24% in 2015 to 53% in 2016. Perhaps unsurprisingly then, the report also underlines “The more digital charities are 28% more likely to report an increase in turnover or funding than less digital charities.”




                  This finding is also backed up by the Blackbaud index, which saw online donations rising an average of 17% in the UK in Autumn 2016 whilst overall donations saw an 2.7% fall in the same period. With the rise of contactless payment (one in four card payments are now contactless) and ‘tap to give’ technology, 2017 is only set to see this differential grow.

                  The main barriers to digital entry for non-profits are cited as not understanding the benefits of digital, the belief that digital isn’t relevant, a lack of digital skills and a lack of time.  At upriseUP we believe it can also be understanding how and where to get the best, quickest and most cost-effective results, which is where we come in.

                  One of our first recommendations is always to make sure you are utilising your Google Ad Grant account effectively, and if you haven’t yet applied for a grant to make sure you do so!  This isn’t of course, the only avenue, but it can reap rewards in a short period, and as such, is a quick win.

                  A fully optimised Google Ad Grant can drive relevant web traffic of over 350 clicks per day. Whilst at the time of writing we are unsure of the future of the GrantsPro account, the increased $40,000 value to use per month really does have a significant impact driving donations, event sign ups and volunteers for our clients.

                  Whatever your online priorities, your competitors and contemporaries are also likely to be on a similar digital journey so we urge you and your charity to make the most of these exciting opportunities, embrace the future and not to be left behind!


                  upriseUP are holding a special Digital Marketing for Charities event on Thursday 23rd February, which is free for professionals who work in marketing for charities and we’d love to see you there. We’ll have a number of engaging expert speakers who can help guide you through the digital maze.

                  Can’t make the event? We’d still love to discuss how we can help you with your digital marketing. Get in touch at [email protected] or give us a call.

                  We also have expertise in Search Engine Optimisation to help improve organic search results, paid online advertising (from paid search to display and video) and Google Analytics to ensure effective tracking and to drive accountable conversions.


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