Nonprofit Google Ad Campaign
As part of my MBA program, I partnered with a classmate to run a Google Ad campaign for the Positive Coaching Alliance. We learned a lot about Google Analytics and the kinds of strategic communication that would attract donations to this nationally known nonprofit.
Take a look at the campaign elements below consisting of our:
– Report on the nonprofit.
– Persona
– UX Survey
– Pre-campaign strategy.
– Google Adwords report.
– Adwords campaign update.
– A/B test (via SlideDoc).
– Post-campaign report.
Report on Nonprofit
Peer Group B: Nick Davies, Stacy Collins, Dave De Rurange
Name: Positive Coaching Alliance
Contact: Eric Fischer, eric_fischer@positivecoach.org, 303-579-9212
Description of Nonprofit:
The Positive Coaching Alliance (PCA) is a non-profit organization focusing on the development of student-athletes, coaches, parents, and administrators. PCA utilizes its online and print tools as well as workshops and programs to promote positivity and building better people through athletics.
Challenges:
Finding large donors, both corporate and individual.
Raising awareness of the program at large.
Maximizing the reach of their large Google Ads grant.
Goals:
Target athletic directors and heads of youth programs that may be interested in the PCA.
Raise awareness of their scholarship program for high school juniors and seniors.
Fundraise
Website: https://www.positivecoach.org/ and https://devzone.positivecoach.org/
Persona
View the PCA persona here.
Qualtrics User Experience Survey
Click here to see how we briefly evaluated PCA website visitors.
Pre-Campaign Strategy
View our PCA pre-campaign strategy using Google via slides here.