Make a Difference

Make a Difference uses Google Ad Grants to strategically grow their fundraising chapters internationally.

Marketing goals

  • Build a network of volunteers
  • Increase monetary donations
  • Drive awareness about seasonal events

Success metrics

700K

monthly impressions

30K

volunteers registered

30%

site traffic from Ad Grants

At a glance

Location: Bangalore, India www.makeadiff.in

Mission

Make a Difference (MAD) was established in 2006 and has operations in 23 cities in India. The organisation is based in Bangalore, India and empowers children living in orphanages and street shelters to discover their true strengths and unleash their full potential. MAD provides creative learning spaces for these children and works to improve the quality of their education and career opportunities

Marketing goals

Gloria, Managing Director of MAD, says, "Google Ad Grants is a must have programme for all non-profits, especially Indian non-profits that are just setting themselves up online". MAD uses their Google Ad Grants account to recruit passionate volunteers that can make a one year commitment to the organisation, raise awareness, drive online donations and identify and prioritise Iocations for international expansion.

Impact of Google Ad Grants

Google Ad Grants has provided a free means of targeting not just MAD’s existing operations in 23 cities, but the rest of India and the world. AdWords data shows which cities and countries have the highest interest in MAD and the organisation uses this data to identify where they should expand. In addition, Ad Grants allows them to build a network of volunteers that they would not be able to reach through traditional marketing methods. Approximately 20% of the organisation’s total volunteer base are AdWords leads and approximately 30% of their website traffic comes from their Ad Grants campaigns.

“Ad Grants is a strong channel for international donations and also allows us to get early indicators of the countries to which MAD could expand our fundraising chapters – based on the donations and interest we receive.”
Gloria Benny, Managing Director, MAD