RKD implemented a triple match campaign that brought:

107.7%

donation increase for Brand campaign

233%

increase for Food Bank campaign

66%

click increase

The Challenge

Raising Money During a Crisis

The Camp Fire was the deadliest and most destructive wildfire in California history that lasted from November 8 to November 25 in Butte County, which is served by Food Bank of Contra Costra & Solano. Extra gifts needed to be raised for relief efforts to send emergency food and water to the thousands of people affected by the Camp Fire. They were hoping to see an increase in donations through the Google Grant during this time.

The Solution

Directing Ads to the Donation Page

RKD created the Camp Fire campaign on Nov. 19 that directed ads to the Camp Fire donation page, to reach their relief efforts goal. We also created a sitelink extension that directed people to the Camp Fire donation page. FBCCS was committed to an emergency response plan and was still connected with other organizations in the Bay Area. Because of this collaboration, FBCCS and RKD were able to conduct relief efforts in response to the Camp Fire.

Breakthrough

Rapid Increase of Donations

From Nov. 19, 2018 to Feb. 28, 2019, the campaign had accumulated 271 donations. This campaign accounts for 34%, about a third, of the account’s total 797 donations to date. The traffic in the Volunteer campaign increased 282% due to the new coverage of the increase of volunteers during the relief efforts.

From Nov. 19, 2018 to Feb. 28, 2019, the campaign had accumulated 271 donations. This campaign accounts for 34%, about a third, of the account’s total 797 donations to date. The traffic in the Volunteer campaign increased 282% due to the new coverage of the increase of volunteers during the relief efforts.