Child Rights And You (CRY)

CRY CAMPAIGN - A

Campaign Challenge

How do we reduce the exits and improve the results on the final donation landing page?

Our Approach

• Brought the colour palette in line with the CRY branding
• Provided validation to the donation through bulleted text
• Personalized the headline with each individual campaign for continuity
• Made the page mobile responsive
• Simplified the donation form with all the functions of checkout in the same section - so that the donor does NOT move away
• Minified codes and optimized content to increase the website speed
• Added relevant content like where your money goes to convert visitors to donors

Outcome

• Click to Donate ROI went up exponentially
• This format is now our standard format for all campaigns
• The embed of the donation process is a big learning for registrations, donations and other pages that need user interactivity on a web page

CRY Campaign D - Video Campaigns

Campaign Challenge

• Non converting video campaigns
• CPV above INR 10
• On Facebook, engagement rate <1%
• 100% video view rate was almost negligible
• Hardly any donations either on YouTube or on Social Media

Our Approach

• Made video campaigns specific to industry trend; kept it short and crisp
• Created videos around various intervention areas and some content stories like success stories, impact numbers, root causes, etc.
• Targeted the campaign based on interest and audience behavior for YouTube and Facebook
• Created and incorporated an effective landing page with respect to the video content
• Regularly monitored the campaign's major stats like CPV, engagement rate, CTR, CPC, ROAS, RoI, etc.

SEO Challenges

• The motto of CRY was to build the brand as the most preferred NGO in India working towards child rights. CRY wanted to develop and strengthen a base of donors and volunteers through organic activities. 
• CRY NGO was also looking for a way to build awareness among the domestic and international audience. CRY wanted to reach out to those actively looking to participate and contribute towards society via an NGO – in the form of donation or volunteerism. 
• Organic traffic was one of the main challenges with the CRY website.

Our Approach

• CRY was very well aware of SEO benefits but they were hunting for a reliable partner who can strategically drive the brand online and design creatives that leave an impression of a responsible NGO; an emotional connect with the target audience. 
• We recommended a holistic SEO approach that included organic activities for the major search engines. 
• Regular posting on social media handles would be effective.
• We started content marketing to build better brand awareness.

Outcome

• We started the project with website performance analysis and changes in On-Page optimization. They implemented our recommendations with immediate effect.
• The SEO activities were wholly adopted for quality link building on high authority websites.
• Strict checks and control over the spam backlinks.
• Added blogging in our portfolio for CRY as content marketing was one of the main mediums to reach out to the target audience.
• Initiated organic activities for relevant keywords such as ‘donate online’, ‘donate for child education', ‘CRY NGO’ and many such keywords on major search engines.
• We optimized blog pages according to specific sets of keywords for more relevant organic traffic.
• We continued suggesting new optimization ideas based on website performance analysis. 
• Reporting for all web activities was our key to strategizing, monitoring, and optimizing in the best possible way.