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 VegFund 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.

By rebuilding the organization’s Google Ad Grant account from the ground up, it allowed us to drive deeper search effectiveness. 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. Our work resulted in identifying and developing a proprietary formula for VegFund to measure grantees’ effectiveness at driving positive behavior change.