Housing Defense Non-Profit Digital Marketing Transformation

The client is a leading San Francisco non-profit organization dedicated to fighting for housing justice and ensuring every tenant facing eviction has full-scope representation. Partnering with Colibri, the organization sought to transform its digital presence, maximize fundraising capabilities, and ensure its essential services reached the community through targeted paid media and organic strategies.

Key growth opportunities identified for the client:

• Unlocking and configuring the $10,000/month Google Ads Grant program.
• Establishing end-to-end tracking to gain full visibility into user journeys, conversions, and donations.
• Modernizing visual design and user experience to significantly boost donor engagement.

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Transform the client’s digital presence and fundraising potential through:

• Google Ads Grant acquisition and ongoing optimization.
• Implementation of advanced conversion tracking and analytics.
• A comprehensive multi-channel marketing strategy (Social, SEO, and Paid).
• Event-based paid media campaigns.

The client faced significant barriers prior to engagement:

• No structured marketing plan or paid media strategy.
• Unconfigured advertising tools preventing active utilization of available grant funding.
• Inactive and inconsistent presence across primary social media channels.

Google Ads Grant Management:

We guided the organization through the Google for Nonprofits application process and launched a high-performing ads account from scratch. We focused on:

• Setting up campaigns to drive traffic to essential service pages and donation portals.
• Implementing Performance Max campaigns to maximize the $10,000/month budget.
• Ongoing keyword testing and optimization to improve Quality Score and reduce CPC, ensuring we utilize the full grant amount every month.

Analytics & Tracking:

We closed the gap in reporting by:

• Configuring GA4 to track donations via Donorbox and service inquiries.
• Setting up conversion tags on all registration and donation success pages to measure paid media ROI accurately.

Marketing Plan & Strategy:

The client went from no plan to a fully structured, multi-channel marketing approach

• Audience Definition: Identified key audience segments
• Content Calendar: Structured content planning for consistent publishing across platforms aligned to community events.
• Monthly Reporting: 14 months of detailed analytics reports delivered — tracking every channel, every conversion.
• Multi-Channel Approach: Integrated strategy across website, organic social, email, Google Ads, and SEO.
• KPI Framework: Defined measurable goals: follower targets, session benchmarks, donation attribution and engagement rates.
• Continuous Optimization: Monthly insights driving ad keyword refreshes, landing page decisions, and channel prioritization.