Arcus Foundation (Paid Media)

Dedicated to the idea that people can live in harmony with one another and the natural world, Arcus Foundation is a leading global grantmaker to non-profit organizations focused on conservation, social justice, and LGBT rights. Before working with PBJ, the foundation already had a user-friendly website, a series of original publications, and a solid social following. Its challenge was introducing its mission to a broader audience to generate meaningful debates and propel policy changes.

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After an extensive audit of the website properties and social media accounts of Arcus Foundation, we determined that the largest and most sustainable opportunity for the foundation’s digital impact growth rested in its original content. If we could utilize AdWords Search Network to connect people who are already researching social justice and conservation-related topics to Arcus’ library of relevant resources and information, we would be able to cultivate a community of readership and potential brand advocates who repeatedly return to engage with and support Arcus’ grantees work.

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PBJ was able to secure a Google Ads “Grant Pro” for Arcus, which awarded the foundation up to $40,000 monthly advertising budget to spend on Google AdWords. In addition to building out an ecosystem of search campaigns closely related to the foundation’s mission and causes, PBJ launched a series of content-focused campaigns with ad copies customized to individual Publications, Stories of Impact, Blogs, and Reports on ArcusFoundation.com and StateoftheApes.com.

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In addition, to assist the third annual online charity event, “Giving Day for Apes,” co-sponsored by the foundation in support of great ape sanctuaries and rescue centers, PBJ orchestrated a sequence of highly targeted two-week Facebook advertising campaigns to encourage donations.

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