Charity Creds2

Charity Creds2

WE HELP CHARITIES DOING GOOD, DO BETTER

0 2 | A W A R M W E L C O M E

0 3 | A W A R M W E L C O M E

Welcome to Accord A n award-winning marketing agency that specialises in the charity and not-for-profit sector.

A company of creative thinkers, digital strategists, planning experts and problem-solvers.

You bring us your challenges; we give you innovative, targeted and creative campaigns that raise brand awareness, inspire generosity, secure donations, attract new support and give people the motivation to get involved.

0 4 | O U R V A L U E S

O U R V A L U E S | 0 5

Our values

W e take pride in our professional approach, friendly demeanour and determination to deliver an outstanding service - but it is our company values that form our DNA. They guide the way we work with our clients, business partners, suppliers and each other.

By being passionate, driving collaboration, taking responsibility and being open-minded, we have created a vibrant company culture where ideas can blossom, people can thrive and success can flourish.

Passion

Collaboration

We are dedicated to building strong, long-lasting and successful business relationships. This spurs us to go above and beyond.

Encourages a culture of curiosity, drives innovation, inspires a sense of community and increases productivity.

Openness

Trust

Sally Winfield, CEO

This is the basis for everything we do and the prerequisite for our success. It’s about being adaptable, considerate, open and honest.

We are transparent and accountable, with a commitment to energise, engage and inspire. We value innovative ideas and fresh thinking. 

0 6 | C A S E S T U D Y - C H A R I T I E S A I D F O U N D A T I O N ( P P C )

C A S E S T U D Y - C H A R I T I E S A I D F O U N D A T I O N ( P P C ) | 0 7

Charities Aid Foundation

Our approach

Prior to working with Accord, CAF structured their Grants account by department, with campaigns housing multiple services in different ad groups. Our PPC strategists analysed each service and its corresponding search behaviour, and instead created bespoke campaigns at each product level.

Our brief

70% increase in click-through-rate

CAF is a charity, bank and champion for better giving. For over 90 years, they’ve been helping donors, companies and charities make a bigger impact through a variety of support services. Looking to take full advantage of the Google Grants programme, CAF tasked Accord with restructuring their PPC Grants account. The objective was simple: to generate quality search traffic for each service they provide.

38% reduction in cost-per-click

We created both search and dynamic search campaigns for each service, with ad groups built to promote key features. This strategy allowed us to develop service keyword targeting, ad copy and conversions. The revised structure allows us to report and optimise at a granular level and deliver insights across every service offering.

33% improvement in cost-per-conversion

0 8 | O U R B R I L L I A N T L Y J O I N E D - U P A P P R O A C H

Y O U R P E R F O R M A N C E | 0 9

Our approach W e love to challenge ideas and push boundaries. Experienced, flexible and energetic, clients come to us for ideas, service and results. Most consider us true extensions of their team, working closely with us to devise, develop and implement every stage of their fundraising strategies and marketing plans. ‘Brilliantly joined-up’ reflects our holistic approach and recognises that great marketing must be seamless, from ideas and inspiration through to tracking and analysis, and everything in between. Our job is to ensure we get your message out loud and clear, minimise attrition, maximise loyalty; building an emotional connection through strategy and storytelling.

1 0 | P O R T F O L I O O F S E R V I C E S

P O R T F O L I O O F S E R V I C E S | 1 1

Portfolio of services

Planning & insights

Media buying

Photography

Branding

Content

CRO

PPC

SEO

Programmatic

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