The Food Bank of Central & Eastern North Carolina is a nonprofit organization that has provided food for friends and neighbors facing hunger in 34 counties in central and eastern North Carolina for 40 years. The Food Bank is an affiliate of Feeding America, the nation’s leading domestic hunger relief charity.
“It is great to know that we can get word out to people who need help and to people who want to help at no additional cost to the Food Bank. We want to be as accessible during this time as we can, so the Grant helps us with that.”
-Lindsay Humbert, Digital Strategy Manager, Food Bank of Central & Eastern North Carolina
RKD’s disaster relief optimizations aided in year-over-year Google Ad Grant results:
504%
rise in clicks
294%
increase in impressions
1,283%
increase in donations
504%
rise in clicks
294%
increase in impressions
1,283%
increase in donations
The Challenge
Shifting strategy to meet demand
The COVID-19 pandemic created unexpected job loss for many people throughout North Carolina. Because of this, the Food Bank of Central & Eastern North Carolina saw an increase in demand for their services. In order to meet this demand and stay true to their mission of feeding families while ensuring the health and safety of their community, the food bank needed to shift their search strategy to reach both those in need and those able to donate.
The Solution
Disaster-related optimizations
RKD created COVID-19 ads and keywords to attract more relevant traffic and raise awareness of the food bank’s COVID-relief efforts for those who may not have known about it. Additionally, we submitted the food bank’s Google Ad Grant program for additional funding. We were able to secure an increased budget starting April 13 through June at $658 per day compared to the standard $330 each day.
Breakthrough
Ad Grant growth helps those in need
The digital optimizations aided in the overall COVID-relief efforts for the food bank. Their Google Ad Grant campaigns saw a 504% increase in clicks and a 294% rise in impressions. Donations were also up by 1,283%, helping the food bank help those who need it most.
