Measuring Social Impact and Driving Digital Strategy for Foundations


VegFund empowers vegan advocates worldwide through grant funding and supporting effective outreach that inspires people to choose and maintain a vegan lifestyle.

We partnered with this organization to transform the way they evaluate the digital campaigns they fund, while building a powerful search marketing program of their own and measuring social impact across all platforms.

The Outcome

By rebuilding VegFund's Google Ad Grant account to drive deeper search effectiveness, we helped them to measure their social impact and empower vegan advocates worldwide.


Digital campaigns analyzed


Audience personas identified for VegFund


Proprietary formula developed to measure grantees' effectiveness at driving positive behavior change
The Strategy

Discovery + Analysis

We conducted an in-depth analysis of 16 online VegFund campaigns, including impact reports of each campaign, opportunities for improvement, and recommended next steps. As part of our analysis, we also conducted focus group interviews and online research to draw evidence-based conclusions about messaging and programming, and position each campaign within the broader issue space to see how we could measure social impact.

The Results

We identified and developed a proprietary formula for VegFund to measure grantees’ effectiveness at driving positive behavior change:

  • Rebuilt the organization’s Google Ad Grant account from the ground up, allowing us to drive deeper search effectiveness.
  • Created personalized recommendations and worked hands-on with 16+ online campaigns to improve results.
  • Conducted a deep systems audit of Grant Management platforms and Customer Relationship management (CRM) tools
  • Developed six distinct audience personas based on in-depth keyword research, survey analysis, and subject matter expertise
  • Led a one-hour webinar on findings and implications for online campaigners to hundreds of advocates and activist

Ready to drive growth and impact through digital strategies?

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