Free budget and paid budget,
built to compound instead of compete.
Three linguistic regions, one constrained budget.
MSF Switzerland coordinates fundraising across German, French and Italian-speaking Switzerland. Each has its own donor behaviour, its own media costs and its own conversion dynamics, so they cannot be run as one market with three translations.
Paid budgets are constrained while competing NGOs inflate CPCs through the peak giving season. Existing activity leaned on brand search and Google Ad Grants, with no structured demand generation layer underneath to create the demand that brand search then harvests.
A funnel that feeds brand search.
We built a full-funnel paid structure across Google Display, YouTube, Discover and Search in all three language markets, sequenced so that upper-funnel activity feeds organic and brand search, which remain the primary conversion engine.
We also run MSF's Google Ad Grants account, across brand, HR, disease-specific and country-specific campaigns alongside Dynamic Search Ads. The two budgets are planned together, which is the entire point.
Paid search carries the steady work, and the structure is built to be reweighted quickly: when a humanitarian crisis breaks, response time is the whole point, and an account that needs rebuilding to answer one is no use.
Donation value up, and the free budget earning.
Across the three language markets, total donation value rose year on year, and the free Ad Grants budget worked alongside paid rather than competing with it.
Two budgets, one architecture.
The account where paid demand generation and a free Ad Grants budget are architected to compound rather than compete. Most advertisers treat Ad Grants as a separate, smaller account. Here it is the harvest layer, and the paid work exists to fill it.
“Since the beginning of our collaboration with comtogether, we have always had pleasure to work with the team. Their knowledge of the digital world and their eagerness to be always on top of all the recent technical changes make comtogether a valuable partner. Their expertise and professionalism are noticeable in the detailed and methodical management of our campaigns. They share the values of Médecins Sans Frontières / Doctors Without Borders and understand the complexity of the humanitarian sector.”
