Data-Driven Growth & Compliance-Focused Paid Media Strategy for a Nonprofit Organization
Project Overview
This engagement focused on designing and executing a high-impact, compliance-safe paid media ecosystem to support CORE’s Giving Tuesday and Giving Season fundraising initiatives.
The challenge was twofold:
Scale awareness and engagement across multiple channels.
Maintain strict compliance with Google Ad Grants policies to avoid account suspension while maximizing performance.
My role encompassed strategy, execution, optimization, analytics, and cross-functional coordination, bridging creative direction with data-driven performance systems.
Strategic Approach
1. Campaign Strategy & Planning
I developed and executed a multi-channel paid media strategy across:
Google Search
YouTube (Video Awareness)
Google Display Network
Campaigns were aligned directly with CORE’s fundraising objectives, donation cycles, and Giving Season timelines, ensuring both relevance and efficiency.
2. Compliance-First Performance Framework
A critical component of this project was Google Ad Grants compliance management.
I ensured:
Full adherence to eligibility and policy requirements
Prevention of account suspension
Alignment between keywords, ad copy, landing pages, and user intent
This compliance-first approach enabled sustainable scaling without operational risk.
3. Campaign Optimization & Creative Execution
To maximize impact, I led:
Keyword research and search intent analysis using SEMrush and Google Keyword Planner
Development of ad copy, video thumbnails, companion banners, and QR codes
Landing page audits and optimization
Prototyping conversion-focused landing experiences with clear CTAs
All assets were designed to balance message clarity, emotional resonance, and conversion efficiency.
4. Tracking, Analytics & Reporting
I implemented a robust analytics infrastructure, including:
Event tagging and conversion tracking via Google Ads and GA4
Troubleshooting and validation of tag implementations
Performance dashboards and reporting using Google Looker Studio
This framework enabled accurate attribution, actionable insights, and continuous optimization throughout the campaign lifecycle.
5. Audience Research & Targeting
Audience segmentation was built on:
Historical engagement and donation data
Geographic performance analysis (cities, regions, time zones)
Behavioral insights and scheduling optimization
This approach ensured media spend was concentrated on high-intent, high-impact audiences, maximizing ROI.
6. Cross-Functional Collaboration
I worked closely with internal teams to:
Align creative, performance, and fundraising goals
Provide strategic updates via Google Meet and shared documentation
Ensure transparency, accountability, and execution consistency
7.Key Results & Impact
CPV: $0.01
View Rate: 50.61%
Reach: 110,000 impressions
Engagement: 55,800 video views in just 10 days
Additional outcomes:
Creation of a cohesive landing page ecosystem fully integrated into the campaign strategy
High-performing ads that drove engagement while maintaining strict compliance
Improved tracking accuracy and performance visibility across channels
This project demonstrated how data-driven strategy, audience intelligence, and compliance-aware execution can unlock exceptional performance in nonprofit fundraising campaigns.
