Established in 1936, the Carroll Center for the Blind, located just outside of Boston, has been serving those with vision impairment for over eight decades and is nationally recognized as a premier Vision Rehabilitation Center, serving all ages and all stages of vision loss. Looking to drive awareness for their annual walk, The Carroll Center for the Blind contracted inSegment in 2020 to overhaul its organic and paid strategy, with the ultimate goal of reaching their fundraising and attendance targets.
The Carroll Center needed to reach its fundraising goal through Paid Search and Social Media campaigns, on a limited advertising budget. Soon after the project was contracted, and the 2020 Walk For INDEPENDENCE landing page was wireframed and designed, the COVID-19 pandemic hit. With this unexpected roadblock, the Carroll Center for the Blind made the decision to transform the walk into a virtual event.
The 2020 Walk For INDEPENDENCE landing page was completely redesigned to accommodate the new virtual event, and targeted keywords and ad copy were updated to include broader volunteer terms, on the rise according to Google Trends, as people were searching for ways to give back and volunteer during a time when so many found themselves struggling. The paid campaign was also updated to include a virtual ad group, targeting keywords such as virtual events, activities to do while social distancing and ways to get involved, to get in front of a growing audience searching for activities to do while at home.
Thanks to the quick shift in strategy taking The Walk for INDEPENDENCE virtual, the event was a huge success and The Carroll Center for the Blind exceeded its fundraising goal. With a strong landing page and hyper-targeted paid search and paid social strategy, the non-profit was able to substantially increase volunteer attendees and donors for the event.