Case Study: Afghanaid achieves 176% increase in site visits and first-page Google ranking with Access Group

Access helps Afghanaid improve visibility and engagement with 176% increase in site visits and page 1 google ranking

Afghanaid, a British humanitarian and development organisation working in Afghanistan for 35 years, faced a clunky, outdated website that was not mobile-friendly, didn’t showcase their work, and failed to attract new supporters or challenge negative perceptions. To address this, Afghanaid partnered with Access Group, using the Access NFP Website Suite and Access NFP Ad Grants to rebuild their online presence and improve fundraising functionality.

Access Group delivered a refreshed website, ongoing Google AdWords/Ad Grants support and fundraising tools (including virtual gift cards), which significantly boosted visibility and engagement: site visits rose 176% year‑on‑year, unique users increased from 16,323 to 46,317 (a 184% jump), and search ranking for “Afghanistan” moved from 15th to 4th (page 1). Access Group’s platform and support also improved the donor journey and helped Afghanaid reach new audiences.

Afghanaid

Natalia Deane

UK Communications and Fundraising Manager