Case Study
Hunger Solutions is working to end Minnesota’s fight for food. They needed support in raising awareness.
Hunger Solutions Minnesota is a hunger relief organization working to end hunger in Minnesota. They needed help driving awareness to their website and specifically to their program that finds help for those seeking food resources. They approach the fight to end hunger by directly connecting hungry Minnesotans with food resources and with long-term advocacy. To make it easier for those struggling Minnesotans, they needed a digital presence that gave their organization more visibility and made it easy for users to access their services.
Our Role
- WordPress Website Redesign
- Google Ads Management
- Google Ad Grant Management
- Facebook Advertising
- Management Hosting & Support
Jill Westfall
Director of Programs
Our website has become a vital hub for individuals and families seeking help with food insecurity resources.
The Challenge:
Hunger Solutions Minnesota approached ArcStone as they faced the challenge of reaching the people needing their services. They had just received a Google Ads Grant for their nonprofit paid ads but did not have the resources to use it to its full benefit. They came to us to increase awareness of their Helpline program and reach more Minnesotans facing food insecurity. Also, they wanted to track what channels were generating leads more accurately.
Our Approach
ArcStone audited both Hunger Solutions Google Ads and Google Ad Grant accounts and devised a plan to reach underserved audiences and boost calls to their Helpline.
After implementing ArcStone’s recommendations, the Helpline saw a record number of calls and requests for information submissions. We were also able to conserve their budget by decreasing the overall cost per click (CPC) by 31%. Once the Google Ads accounts performed well, Hunger Solutions Minnesota wanted to use Facebook to reach more Minnesotans.
ArcStone created campaigns to reach older adults, families, and students experiencing food insecurity. Hunger Solutions Minnesota knew they needed a better web presence. We designed and developed a WordPress site that the Hunger Solutions Minnesota team can update.
Results
Due to the pandemic and its impact on the American economy, Hunger Solutions has seen an extensive increase in Minnesotans looking for food resources. Fortunately, there are nonprofits like Hunger Solutions that can help those struggling with food insecurity find the best programs in the state.
Hunger Solutions Minnesota’s paid campaigns can scale up or down depending on the community’s needs, and we continue to monitor and shift our focus to get the best results month over month. Users to the website were up 305% in December 2020 compared to the previous year.
New organic users were up 559%, suggesting that more people looking for help were finding Hunger Solutions Minnesota in the search results, and the nonprofit was reaching new people in need. Conversions from the Google Ads campaign were up 170%, and conversions from the Google Ad Grant increased by 875%.
559% Increase
Organic users climbed dramatically due to SEO optimizations and a fast, mobile-friendly website design.
875% Increase
Google Ad Grant conversions increased over eight times due to better ads and clear website CTAs.
305% Increase
Website users tripled as visitors found the new website much easier to use and packed with valuable features.