CASE STUDIES
NAFC
With many Americans lacking access to crucial healthcare services, the National Association of Free & Charitable Clinics (NAFC) has worked ardently to deliver to those in need. NAFC provides for those who, as the organization puts it, “Fall through the cracks” of the American healthcare system.
WEBSITE
https://nafcclinics.org/
OUR APPROACH
Going into a Deeper Look
In 2021, the NAFC collaborated with ONE18 to enhance their digital presence and broaden their reach into local communities lacking affordable healthcare and clinics for the underserved. They also provide assistance for those interested in starting a clinic.
With ONE18’s combined efforts, a new website was created, ongoing content was produced, SEO rankings increased for high-search volume keywords, and the NAFC’s social media was elevated to the next level.
A Fresh Coat of Paint
With the NAFC’s new website, ONE18 opted for a user-friendly experience. We identified the NAFC’s target audiences and created a simple layout that emphasized statistics, ease of use, and the ability to connect with one of NAFC’s 1,500 local clinics.
According to their website analytics data, the number of sessions (a form of measuring a user’s actions on a website) that took place on the website Q4 2023 (10/1/23 to 12/31/23) totalled to 92,525.
ONE18 re-organized the site content, added new pages, and condensed information for ease of access for users. As a result, NAFC saw continued success in 2024. In Q1 2024 (1/1/24 to 3/31/24), NAFC’s website saw over 108,000 sessions — an 18% increase.
The boost in traffic is a direct result of a better content marketing SEO strategy (content creation based on search volume demand, implementation of technical SEO), Paid Ads that targeted NAFC’s offerings including volunteering, finding a clinic, and donating, and organic social efforts.
Alongside a fuller content strategy, our team is always making improvements and additions to enhance the site. ONE18 also ensures the site is optimized by performing server and back-end plugin updates and maintenance for security and functionality on an ongoing basis.
SEO-driven Content Marketing Strategy
Search Engine Optimization plays a pivotal role in establishing an organization’s web presence. In working with the NAFC, ONE18’s content team produces consistent content every month for the organization — each piece of content is focused on a specific strategy that has a high search volume to support it with an SEO-driven title, and a meta description.
Some examples include:
- Shedding Light on World Cancer Day
- Poverty Awareness Month: A Call to Action
- Flu, COVID-19, RSV, Tripledemic… What remains a risk?
- The Importance of Mental Healthcare
With a strong emphasis on keywords relating to NAFC’s mission, we were able to drive web traffic up — going from 69,930 total users in Q4 2023 to 88,287 in Q1 2024. Keywords drove Organic Search Traffic in Q4 2023 with 46,316 hits; 52,011 hits in Q1 2024.
Social Media Outreach Plays a Pivotal Role
ONE18 worked with the NAFC to develop an appropriate social media strategy for X (Twitter), Instagram, and Facebook. We developed social media content for each platform — with each receiving curated media with accompanying copy to educate and drive users to perform an intended action.
In Q1 2023, NAFC had 14K impressions, 4.5K reach, and 491 content interactions.
In Q1 of 2024, those numbers increased to 19.1K impressions, 7.5K reach, and 642 interactions.
From the start of 2023 to June 2024, NAFC gained nearly 500 organic followers on Facebook and are over 8,700 as of this writing.
X (Twitter)
In 2023, NAFC’s Twitter account made over 3,000 impressions (the amount of times a tweet has been seen) in Q3 2023. Moreover, NAFC’s Twitter received an average of 8% in regards to Engagement Rate — which includes Likes, Retweets, and other various interactions.
Compared to Q4 2023, Q1 2024 of NAFC’s Instagram performance saw a near 4% increase in Reach (the amount of people who have seen NAFC’s posts, either through organic or paid), but the real increase came in the form of Content Interactions. Content Interactions (likes, comments, shares, etc.) went from 98 to 506 — a 416% increase!
For Q4 2023:
For Q1 2024:
Paid Ads Work to Recruit Volunteers
Google Ads served as a powerful tool for NAFC to recruit volunteers for their many free clinics across the country. After running ads in the late Summer 2023, NAFC received more eyes on the Volunteer page than ever before. The following results are solely for the Volunteers ads, running from 1/1/24 to 6/25/24.
Overall, NAFC’s Google Ads run from 1/1/24 to 6/25/24 saw 223,647 Impressions, 24,381 Clicks, and a CTR of 10.90%.
