Edhi Foundation UK

Challenges  

• Lacked a verified online presence across search engines and social platforms
• Donor trust was impacted due to prior false scam-related mentions online
• Outdated website design failed to communicate transparency or reliability
• No charity management system or donor engagement infrastructure
• Missing essential digital assets like Google Search Console (GSC), Google Analytics (GA4), and Google Workspace
• Struggled with payment gateway issues, preventing seamless online donations
• Needed consistent SEO and paid promotion strategies, especially for Ramadan and Zakat drives
• Required full setup of Google Ad Grants and other promotional fundraising tools
• Weak on-site and off-site visibility with no structured keyword or backlink strategy
• No centralized system for storing operational or donor-related data

Solutions Provided  

Website Redevelopment & Trust-Centric Design:

• Rebuilt the website with a trust-driven UX/UI, using clear CTAs, transparency indicators (e.g., donation tracker, FAQs, accreditations), and real stories
• Integrated a 3-step donation flow with complete mobile compatibility to rebuild donor confidence
Reputation Management & Digital Relaunch:
• Audited the brand's online footprint to remove or discredit old scam-based listings through link disavowals, updated meta data, and verified local listings
• Developed new branded assets to reshape public perception, including testimonials, impact stories, and team highlights
SEO, SEM & SMM Campaigns:

• Executed a local SEO strategy with city-based keywords and schema integrations for UK-based audiences
• Built over 300 high-quality backlinks through charitable directories, guest blogs, and news partners
• Launched Google & Facebook ads using seasonal targeting to drive traffic during peak giving periods
Google Tools & Asset Setup:

• Registered and connected GSC and GA4 for complete performance tracking
• Successfully applied for Google Ad Grants, enabling £7.5K+ worth of ad credits per month
• Implemented Google Workspace to securely manage donor data and organizational documents
CMS & Charity System Setup:

• Installed a lightweight, intuitive CMS to enable content updates, event announcements, and emergency appeal rollouts
• Set up a donor tracking and charity management system to record and segment donations, receipts, and communications

Results Achieved  

• Restored Brand Trust: Website redesign and content cleanup led to a noticeable return in donor confidence, with positive feedback and verified user reviews
• Traffic Surge: Monthly visitors increased from virtually 0 to 1,800+ organic and paid visits within 3 months
• Higher Donation Completion: New 3-click donation journey and secure checkout boosted conversions by 60%
• Backlink Boost: 300+ authority backlinks built from trusted domains, aiding credibility and rankings
• Google Ad Grants ROI: Campaigns generated 28K+ impressions/month with CTR above 4%
• Full Digital Stack Activation: CMS, GSC, GA4, Workspace, Ad Grants, and payment integration all activated within 60 days

Executive Summary  

Performance Analytics