Recently, God’s Love We Deliver (God’s Love), a non-profit organization based in New York City, reached out to RBM for help to craft an online strategy to support their goals of increasing donations, recruiting and retaining volunteers, and connecting with “clients” in need. God’s Love is the tri-state area’s leading provider of nutritious, individually-tailored meals to people who are too sick to shop or cook for themselves. God’s Love delivers more than 36,000 meals a day and provides all services by employing a small but dedicated professional staff and with the critical assistance of over 7,600 volunteers annually.
Over the course of a few weeks, an interdisciplinary team from RBM worked with the God’s Love team to define a number of short term and longer term strategies to drive results for God’s Love. The project included integrating paid media, owned media, earned media, and partnered media strategies that aligned with the organization’s three main goals.
Paid Media: With a grant from the search engines, God’s Love saw a great opportunity in paid search as a marketing and lead generation tool. However, results from previous efforts have been mixed. RBM’s recommendations covered messaging guidelines, budget management best practices and keyword segmentation strategies. Longer term recommendations included ad copy testing and geo targeting strategies.
Owned Media: At the time of the project, God’s Love was in the middle of a website redesign and RBM provided valuable recommendations on how to ensure that existing SEO power is transferred properly to the new site while maximizing visibility of the new site. In addition, RBM outlined a series of editorial guidelines and SEO best practices for their content creators and webmaster for ongoing success post website re-launch.
Earned Media: God’s Love had already understood the importance of earned media with presence in many of the popular social networking sites. To help them maximize the value from their existing properties, RBM recommended deeper integration between their social media efforts and other marketing initiatives, implementation of predominately free apps and tools to increase engagement with their community, and strategies to connect the online and offline experiences.
Partnered Media: Even before the advent of social networks like Facebook, the passionate ecosystem surrounding most social good organizations are a great asset for non-profit organizations. RBM recommended God’s Love to connect and partner with a number of related 3rd party communities focused to help spread their great story. In addition, RBM recommended implementation of a number of free tools to help empower their “sideline” supporters to contribute and be advocates.
We are glad to report God’s Love successfully implemented a number of our short term recommendations and with all the great people there, we have no doubt that they will continue to grow and be an invaluable resource to the tri-state area. Everyone on the RBM team had a great time on the project and benefited immensely from the experience. We look forward to our continued relationship with God’s Love and more of their famous brownies.
RBM also recently partnered with The Innocence Project, a non-profit organization that provides legal aid to exonerate wrongly convicted felons through the use of DNA testing, to provide SEO recommendations to promote the new feature film “Conviction” starring Hillary Swank and Sam Rockwell premiering this fall. The nature of the recommendations was to improve the search engine visibility of the “Conviction” background and resource content on The Innocence Project’s website. RBM worked with The Innocence Project in 2009 to provide assistance with SEO and as a broader scope for their website of which has helped improve traffic to their website and thus brought more attention to their mission. We value our relationship with such a worthwhile cause and hope to continue this partnership in the future.
RBM has also been supporting the community out of their San Francisco office where employees recently paid a visit to the Episcopal Community Services of San Francisco which helps homeless and very low-income people every day and every night obtain the housing, jobs, shelter and essential services that each person needs. RBM spent the afternoon playing bingo with low-income senior citizens and donated prizes such as Giant’s baseball caps, household trinkets and candy. The seniors were thrilled with the company and delighted with their new prizes.
