American Civil Liberties Union (ACLU)

For the ACLU, America’s foremost defender of civil liberties, permission-based growth of its online community is vital to the mission and core to the value of protecting privacy.  Beaconfire tested a cadre of different issues and landing pages actions to find the best way to leverage Google Adwords to drive constituent growth.

Every word, ad, and action was tested throughout the campaign, including strategies like placing the email opt-in within a quiz on the landing page, resulting in a dramatic increase in the number of new subscribers.  In one high-value campaign, attention-grabbing ads from highly searched and affordable keywords tied into motivating landing pages, resulting in a 75 percent reduction in the cost per new constituent. 

Search engine marketing that attracts even the most privacy minded citizens to the cause… those are results that really shine.

The Online Campaign & Marketing for ACLU included:

• SEM Ad Management
• Online Marketing Plan
• Analytics