NEW DELHI: Global media agency Essence has green-flagged its pro-bono initiative Essence Impact, that aims to help non-profit organisations raise greater awareness, attract more donations, and recruit new volunteers via their websites to support their causes and effect accelerated change.
Essence Impact was introduced during the Covid2019 pandemic to aid non-profit organisations in their digital transformation, as many historically depended on tentpole physical fundraising events for their operational needs. As part of the initiative, Essence helps eligible charities apply for Google Ad Grants which provides up to $10,000 per month of in-kind search advertising. Leveraging Essence’s best-in-class digital, data, analytics, and technology capabilities, the agency also assists organisations in setting up, managing, and optimising their advertising campaigns to drive traffic to their websites. The Essence team comprises diverse employees who volunteer and contribute to the initiative in roles including business development, client services, marketing, media activation, and project management.
Originating in APAC, Essence has since piloted Essence Impact for ACRES which supports animal protection; Bethesda Care Services which serves children, youths, families, and the elderly in need in the community; Club Rainbow which supports and empowers children with chronic illnesses and their families. Following a discovery meeting with these organisations, Essence created Google Ads campaigns targeting local and regional audiences, and set up keywords, ads, and bidding based on the agency’s best practices for clients. Essence further partnered with the charities to optimise the campaigns and expand reach to attract more visitors to their websites, and continue to collaborate with them to improve visitors’ onsite experience through website audits and conversion rate optimisation.
Essence AVP - client services APAC Matt Holland, who leads Essence Impact in the region, said, “It has been challenging times for charities amid Covid2019 and its resulting lockdown restrictions, as the organisations have not been able to carry out their usual fundraising events. Essence Impact is supporting charities to” help drive increased awareness, donors, and volunteers online, as the organisations pivot their activities to be more digitally-led.”
With Google Ad Grants available in 68 countries around the world, Essence aims to roll out Essence Impact across APAC and globally via its network of offices.
