Driving Sign Ups For Fundraising Events For CALM In A Crowded Space

CALM engaged Tug to join them on their mission in taking a stand against suicide and provide help to those in need.

The organisation have been going through a transformative period, with a core focus on improving performance, driving efficiencies, channel attribution, and subsequent ROI. 


As part of this transformation, Tug plays a strategic lead on the development and management of CALM’s Paid Search activity. The Google Ads grant plays a crucial role in ensuring that vulnerable people can find the information and support services they need by being visible in search. Whilst Campaign PPC activity focuses on Challenge Events, a key revenue driver for CALM, with over twenty events taking place each year.

Having taken over the Google Ads accounts from the previous agency, Tug immediately actioned a restructure to bring the accounts in-line with best-practices and expanding the keyword strategy to inspire a wider search audience who participate in Challenge Events and fundraise for CALM. The introduction of Dynamic Search Ads campaigns has been integral to driving maximum coverage and visibility across the wide range of Challenge Events whilst maintaining cost efficiency. 


Results in the first 4-months have far exceeded expectations, generating a further 136 sign-ups and surpassing target by 97%.

As part of CALM’s drive to improve performance across the organisations marketing activity, having a single source of truth and data integrity is essential. Tug carried an in-depth audit and implementation plan against the organisations key objectives and metrics, providing a detailed measurement plan across all activity. 

The long-term vision for CALM is to bring all performance digital activity in-house by 2026 and Tug are also working with them to make this vision a reality. Monthly in-person training sessions take place across Paid Media and Data Analytics, and it’s been an absolute pleasure collaborating closely with CALM’s team and working towards such an important cause.

Reduction in CPC from the Grant account, allowing us to reach more people in need
Additional donations driven in the first 4 months on top of money raised through event sign ups
CTR across Event Campaigns has increased from 0.98% 13% since the launch of DSAs

One of the best agencies I have ever worked with - Tug treat your budgets and objectives like they were their own, and for the non-profit industry, they make the impossible possible on small budgets and sometimes tight turn arounds. I trust Tug and their decision making, they are experts in their field….

Aimee Morrison, Senior Marketing Manager, CALM


CALM - Driving Sign Ups For Fundraising Events In A Crowded Space

CALM engaged Tug to join them on their mission in taking a stand against suicide and provide help to those in need.

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