Stichting De Buurt works towards neighbourhoods where people greet, know and help each other. Through initiatives such as De Buurtcamping, BuurtBankjes and Zwaaistenen, they bring local residents together. Flii helped them recruit new neighbourhood volunteers through targeted digital lead generation.
The organisation had a clear mission but wanted to extend its reach: to get more people taking action in their own neighbourhood. The challenge was to reach an audience that is socially engaged but not actively looking for volunteer work, and to activate them at the lowest possible cost per lead.
As a non-profit, Stichting De Buurt used Google Grants, an advertising grant from Google for charities. This placed specific demands on how the campaigns were set up and on the strategy.
We set up a layered advertising strategy aimed at neighbourhood-related and social search intent. Within Google Grants we optimised campaigns for Quality Score and CTR, which determine how often ads are actually shown within the Grants programme.
Google Grants sets specific requirements: minimum Quality Scores, no branded campaigns and a maximum CPC of €2. We built a campaign structure that got the most out of those limits.
Alongside Search, we used Meta Ads to reach a wider audience based on interests and behaviour. Short videos and 'social proof' (real stories from neighbourhood volunteers) proved the most effective at activating new participants.
The landing pages were set up with an easy sign-up process and strong storytelling around the community. Social proof, showing activities by location and a clear call to action increased the conversion rate.
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