International Rescue Committee – Long-term partnership providing support on digital strategy

2019 – ongoing

Strategy

International Rescue Committee (IRC) is an international NGO responding to the world’s worst humanitarian crises to help lives shattered by conflict and disaster.

We’ve worked with IRC to overhaul their approach to tracking and analytics across their global websites and provide ongoing strategic support. In the UK, we’ve developed a search engine optimisation strategy and manage their Google Ads grant.

Google Ads grant support

We were first brought on board by the UK team in 2019 when they were looking to commission an agency to overhaul and manage their Google Ad grant. This extended to establishing their grant accounts across multiple territories including Sweden, Germany and Belgium, and working with local suppliers to take on the ongoing management.

Grants were initially targeted at supporters and donors, but more recent campaigns have focused on those seeking support (e.g. newly arrived refugees from Afghanistan in Italy and Greece).

SEO consultancy and advice

We ‘ve also provided IRC with support around SEO and, in particular, reviewing and making recommendations around the best way to handle the relationship between the UK and global websites.

This has led to further work with IRC’s team based in the USA, starting with consultancy and advice around the SEO implications of different approaches for organising territory-specific content.

Data analysis and reporting

We provided strategic support for the reporting and analytics implications of a major reconfiguration of IRC’s digital estate. This included migrating their extensive event tracking setup from site code into Google Tag Manager and reworking their Google Analytics account structure to accommodate the changes.

This was quickly followed by the migration of their entire setup to Google Analytics 4, the archival of their historic Universal Analytics data, and the construction of an interactive dashboard to enable them to continue to explore it visually.

We continue to work with IRC on an ongoing basis. Most recently we’ve been supporting them with the implementation of a new cookie consent platform and the shift to the more privacy-oriented Google Consent Mode.