Measuring Social Impact and Driving Digital Strategy for Foundations

EXECUTIVE SUMMARY

Case Study: VegFund

VegFund empowers vegan advocates worldwide through grant funding and supporting effective outreach that inspires people to choose and maintain a vegan lifestyle. We partnered with VegFund to transform the way they evaluate the digital campaigns they fund, while building a powerful search marketing program of their own and measuring social impact across all platforms.

By rebuilding the organization’s Google Ad Grant account from the ground up, it allowed us to drive deeper search effectiveness. We conducted an in-depth analysis of 16 online VegFund campaigns, including impact reports of each campaign, opportunities for improvement, and recommended next steps. As part of our analysis, we also conducted focus group interviews and online research to draw evidence-based conclusions about messaging and programming, and position each campaign within the broader issue space to see how we could measure social impact. Our work resulted in identifying and developing a proprietary formula for VegFund to measure grantees’ effectiveness at driving positive behavior change.

We worked as an extension of VegFund to provide valuable resources and guidance to grantees, employees and board members that informed strategic decision making on all levels.

16

Digital campaigns analyzed

6

Audience personas identified for VegFund

1

Proprietary formula developed to measure grantees’ effectiveness at driving positive behavior change

Strategy

Discovery & Analysis

Before we can achieve a client’s goals, we need to know the lay of the land. Our discovery process allows us to assess existing efforts, successes, and opportunities before we dive in.

Testing Great Ideas

Good teams help generate a wealth of good ideas. We put these good ideas to the test and let the community tell us what resonates with them best.

Build & Engage Communities

Individuals allow organizations to achieve goals of all shapes and sizes. We seek out the right people and inspire them to get involved and take action.

Results

  • Developed a proprietary formula to measure grantees’ effectiveness at driving positive behavior change
  • Created personalized recommendations and worked hands-on with 16+ online campaigns to improve results
  • Conducted a deep systems audit of Grant Management platforms and Customer Relationship management (CRM) tools
  • Developed six distinct audience personas based on in-depth keyword research, survey analysis, and subject matter expertise
  • Led a one-hour webinar on findings and implications for online campaigners to hundreds of advocates and activist

Ready to drive growth and impact through digital strategies?

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