"Fortunately, we have been a part of the Google ad words programme for some time now, which has allowed us to significantly increase our income from donations."
Established in 1901, Caritas Frankfurt is a branch of the international Catholic charity Caritas, and is active across Frankfurt. With 1,600 staff and 2,000 volunteers, the organisation has 110 locations in the city. It focuses on helping the poor and disadvantaged, and mainly relies on donations to finance its work. “Generating donations in traditional ways is no easy task,” explains Head of Marketing Christopher Franz. “Fortunately, we have been a part of the Google ad words programme for some time now, which has allowed us to significantly increase our income from donations.” In fact, there was one recent situation where ad words proved particularly helpful: “During the influx of immigrants into Germany in 2015, we launched a dedicated fundraising campaign via Google,” says Franz. “This allowed us to share the right message, at the right time, via the right channel – and generate a lot of funds quickly.” Caritas Frankfurt is also planning to implement Google My Business into their work. The organization also aims to position its campaigns more broadly in future, while addressing specific topics and misconceptions. It’s also considering using Google Grantspro to further boost donations.