CASE STUDY

The Cancer Research Institute

ABOUT

The Cancer Research Institute (CRI) is the world’s leading nonprofit organization dedicated to harnessing the immune system’s power to conquer all cancers. This important work has led to a promising new class of cancer treatments called cancer immunotherapies, which mobilize, strengthen, and sustain the immune system’s natural ability to destroy cancer cells wherever they are in the body.

SERVICES PROVIDED

  • Google Analytics
  • Google Ad Grant Management
  • Digital Advertising
  • Content Marketing & SEO
  • A/B Testing
  • Conversion Rate Optimization (CRO)
  • Custom Data Analysis

OVERVIEW

CRI needed better understanding of how the site turned traffic into donations and impact. They wanted clearer analytics dashboards, increased web traffic, donations, and leads through AdWords, and to build internal digital capacity across their teams.

Big Wins

  • 30% YoY organic traffic increase through SEO, content, and CRO efforts
  • 500% improvement in lead acquisition from optimized conversion funnels
  • $40k GrantsPro qualification maximizing Google Ad Grant value
  • Custom dashboards built for content, marketing, and fundraising teams

What We Did

Ongoing Partnership (Beginning 2015)

Analytics and Tracking

Updated Google Analytics and Google Tag Manager tracking across the site. Created custom dashboards tailored for content, marketing, and fundraising teams to surface actionable insights.

Google AdWords Grant

Optimized the existing AdWords Grant and qualified CRI for the $40k GrantsPro grant. Managed paid patient acquisition campaigns that stayed under budget while exceeding targets.

Content and SEO Strategy

Implemented a comprehensive SEO and content marketing strategy that led to a 30% year-over-year increase in organic traffic. Built webinar campaign strategy that exceeded engagement goals.

Conversion Rate Optimization

Ran A/B tests and implemented pop-ups to grow the community. CRO efforts resulted in a 500% improvement in lead acquisition across key conversion points.

Google AdWords GrantsPro

We helped CRI qualify for and maximize the $40k Google GrantsPro, combining grant optimization with paid campaigns, SEO, and CRO to drive measurable growth in traffic, leads, and donations.

CLIENT TESTIMONIAL

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Key Insight

Aligning accurate analytics tracking, optimized digital advertising, and continuous conversion testing enabled CRI to connect traffic with real engagement outcomes, resulting in a 30% increase in organic traffic and a 500% improvement in lead acquisition.

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