Client: Food Banks and Missions
Component: Digital optimization

Human services digital case study

Case study: Growing online revenue in significant ways for locally-based nonprofits

The challenge

Russ Reid partners with 150 Rescue Missions and Food Banks across the United States and Canada. These locally-based nonprofit organizations need a digital strategy to drive rapid, scalable revenue and recruitment growth. For maximum efficiency, they require a nationally managed strategy; for maximum effectiveness, they need an agency partner who can execute that strategy in a customized way for each local context.


Russ Reid solution

Russ Reid delivered a comprehensive digital strategy featuring an e-commerce website redesign, paid search and display advertising, and integrated fundraising campaigns including direct mail, email and social media components. Key features of the solution included:

  • Websites designed based on nonprofit and general e-commerce best practices
    • Donor-friendly information architecture
    • Streamlined, easy-to-use e-commerce solution
    • A content management system allowing flexibility to complete updates in-house
    • Simple and effective site analytics tools to measure success
  • Digital marketing plan
    • SEO
    • SEM/Display advertising
      • Paid search to drive qualified traffic and conversion
      • Display to fuel search and site traffic while increasing awareness
  • Integrated campaigns
    • Direct mail
    • Email
    • Social media touts


Our digital strategy achieved dramatic revenue growth in every market that deployed our comprehensive digital solution. Four examples of success are as follows:

1.   Phoenix Rescue Mission, Phoenix, AZ

  • The number of daily website visitors doubled
  • Page views per visit increased 137%
  • Time spent onsite increased 74%
  • Site conversion rate increased 10% year-over-year
  • Online giving increased an average of 20% since launch
  • Donor email list grew 34% in 6 months
  • Email revenue during the holiday season was 4 times higher than previous years

2.   Union Gospel Mission, Dallas, TX

  • Site traffic has increased 50% since launch
  • Paid search is converting 1.5 times higher than organic, and driving more than double the revenue
  • Site conversion rate has increased by 50%
  • Year-over-year online giving is up by over 100%
  • Transactions are up 64%

3.   United Food Banks, Mesa, AZ

  • Year-over-year site visits were 7 times higher during peak giving month of December
  • Online revenue doubled
  • Transactions increased 59%
  • Average give value spiked to $141

4.   Union Mission Ministries, Norfolk, VA

  • Online giving increased 108% post-launch
  • Mission has seen more volunteer inquiries than ever
  • Email revenue has doubled post-launch

Examples of new banner creative


Examples of new website design:


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