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Ideas Work2021-06-24

Helping Bethesda Care Services accelerate digital transformation, and drive increased visibility, donations and volunteers to support families and individuals in need

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Bethesda Care Services (BCS) is a charity based in Singapore with a mission to enhance the well-being of children, youths, families and the elderly in need in the community by delivering quality and professional social services. 

In 2020, due to challenges brought on by the COVID-19 pandemic and resulting restrictions on physical events, BCS was not able to carry out its usual fundraising events for its operational needs.

Essence wanted to help BCS pivot its marketing activities to be more digitally-led, and to focus on driving increased visibility, donors and volunteers online via its website to support its cause.


Introduced during the COVID-19 pandemic to aid non-profit organisations in their digital transformation, Essence Impact is a pro bono initiative that helps the organisations raise greater awareness, attract more donations and recruit new volunteers via their websites to support their causes and effect accelerated change.

As part of the initiative, Essence helps eligible charities such as BCS to apply for Google Ad Grants which provides up to US$10,000 per month of in-kind search advertising. Leveraging Essence’s best-in-class digital, data, analytics and technology capabilities, the agency also assists the organisations in setting up, managing and optimising their advertising campaigns to drive traffic to their websites.


Following a discovery meeting with BCS, Essence created Google Ads campaigns targeting audiences locally and in the APAC region, and set up keywords, ads and bidding based on the agency’s best practices for clients. Essence and BCS further partnered to optimise the campaigns and expand reach to attract more visitors to BCS’ website, and continue to collaborate on improving visitors’ onsite experience through website audits and conversion rate optimisation. 


Campaigns went live in November 2020 and BCS’ website traffic grew by 288% year-on-year in January 2021, with search advertising contributing to 56% of all traffic that month. The efforts resulted in over 3,000 new online visitors in less than three months.

“Working with Essence has been a great learning experience for the Bethesda Care Services Communications team as we have gained much technical insight. Meetings are effective and reviews are detailed yet concise. The Essence team is patient to listen and understand our organisation’s objectives, and includes our inputs in the execution of our campaigns. We are extremely grateful to the Essence team for helping us to be more effective in our ultimate goal to care for our community.” - Kai Lin Sng, Digital Marketing Specialist, Bethesda Care Services

Google Ad Grants is available in 68 countries around the world. Interested non-profit organisations can contact Essence for support at [email protected].