Case Study: How Neighborhood Allies Increased Their Website Traffic By 900%
Neighborhood Allies, a local Cincinnati nonprofit organization, focuses their marketing efforts on reaching more residents that need help but don’t know who to turn to.
The grassroots organization assists under-resourced community members in finding the services that are available to them. The majority of their services include:
Food access (delivering emergency food packages, transportation to the grocery store, applying for food stamps, etc.)
Affordable housing (finding available units, applying for housing assistance, finding utility assistance, fighting eviction, etc.)
Education and employment (finding employment, applying for jobs and schools, getting transportation, etc.)
Legal and benefits (court appearances, applying for benefits, etc.)
Mental and behavioral health access (connecting individuals with the right specialists)
While the Neighborhood Allies organization does not provide all of these services, they do act as a guide to navigate the complex systems that are in place to find and gain access to these services and resources. Workers at the organization often accompany individuals through each process and help them do whatever it takes to make sure their “Allies” get help in the end.
When Neighborhood Allies came to DM Digital in search of marketing assistance in October 2020, it was clear that in order to achieve their goals of reaching more people, they needed to establish a dominant presence online.
DM Digital assisted them in doing this in three primary ways - Consistent content on social media, monthly newsletters posted to the website, and Google Ads campaign targeting local donors. By executing these three strategies, we were able to drive more traffic to their website, gain more referrals, connect with more support networks, and generate more donations each month.
DM Digital used a classic multi-channel organic strategy of social media and SEO and supplemented those channels with faster growth through Google Search Ads. As time went by, more and more people began visiting their website, contacting them for help, offering to volunteer, and making both monetary and item donations.
In the early months of 2021, DM Digital even helped Neighborhood Allies develop a mobile app to help Allies more easily navigate and find resources, and connect them with the right organizations for help.
In Neighborhood Allies’ annual update, they reported a 15% increase in the amount of people they were able to help from 2020 to 2021.
There are a few contributing factors that could have played a role in this increase. Our multi-channel strategy impacted more than a few engagement rates, conversion rates, and reach for the organization in 2021.
After optimizing the website with high-volume keywords, posting consistent content across the website and social media, and supplementing impressions with Google Search Ads, Neighborhood Allies experienced a massive increase in reach and engagement.
900% increase in monthly website traffic from December 2020 to December 2021
35% increase in converted users (those reaching out for help, volunteer opportunities, and donations through the website)
20% more donation inquiries
1,600% more newsletter subscriptions
300% increase in the amount of affordable housing inquiries
700% increase in daily impressions on Google
The increase in brand awareness, reach, and engagement allowed more users to find Neighborhood Allies, which earned them a couple of appearances on WCPO Cincinnati, invitations to join a handful of local support networks, donations from local residents and businesses, and a 70% increase requests for volunteer opportunities.
Neighborhood Allies’ success shows that with consistent, quality content that resonates with your ideal audience across multiple channels and the help of a little paid promotion, you can truly achieve massive growth in just a year’s time.
