National Council on Aging
A Million Dollar Solution—and Counting
– Nonprofit Advertising –
With medical costs and living expenses rising steadily, the National Council on Aging (NCOA) asked fisher VISTA to help increase public awareness of the organization’s free BenefitsCheckUp(r) service, which connects older adults to programs that can help them pay for food, prescriptions, utilities, and other daily expenses.
After some investigative work, we discovered that NCOA was eligible for Google Grants-the nonprofit edition of Google’s online advertising tool, AdWords, which would offer an ideal channel for increasing public awareness online. After securing a grant for $10,000 worth of free advertising per month on Google, we created NCOA’s ad campaign. And when Google expanded its grants, we persuaded the company to raise NCOA’s to $40,000 per month. All the while, NCOA and the people it serves have continued to reap the benefits of the campaign, which has featured more than 75 groups of ads and 11,000 targeted keywords. Threads have gotten more than 2.3 million total clicks, and NCOA has received more than $1.6 million in free advertising.
In their own words…
“fisher VISTA’s work with Google AdWords has helped us advance our mission of improving the lives of millions of older adults, especially those who are vulnerable. Thanks to this effort, more struggling seniors are getting the help they deserve to make ends meet.”
- Jim Firman, CEO @ NCOA