Client Spotlight | American Lung Association

Taking on lung cancer is no easy feat, but that’s exactly what the American Lung Association has dedicated its entire organization to do. For over a hundred years, Americans have trusted the ALA to aid in protecting their lungs through research, treatment, prevention, and advocacy. This, and countless other reasons, is why X Agency is honored to support the ALA and its mission.

The American Lung Association is focused on defeating lung cancer, creating a tobacco-free future, championing clean air for all, and improving the quality of life for those with lung disease and their families.


About ALA

The American Lung Association is the leading organization working to save lives by improving lung health and preventing lung disease through education, advocacy, and research.

The ALA was founded over 115 years ago by a group of volunteers dedicated to ending the lung health threat at the time: tuberculosis. With TB largely controlled in the United States, they extended that mission to other respiratory diseases. And thanks to their donors, volunteers, program and event participants, and staff, they are America’s trusted source for lung health education, lung disease research, support, programs, services, and advocacy.

Via ALA on Instagram

The X Impact

Through a deep understanding of the American Lung Association’s key initiatives, we have been able to draw strategic parallels between direct donations and e-commerce acquisition. 

Even though X Agency clients are largely eCommerce companies, there are many similarities between working with a large nonprofit vs an eCommerce business. For ALA, we applied similar tactics for Search campaigns in regard to competitors, ad relevance, and content. Although ALA doesn’t have sales or promotions in the same way e-commerce businesses do, Giving Tuesday and End of Year giving provide similar opportunities in terms of competition in the market and scaling of performance. Having a combination of direct donation-focused and informational campaigns has been extremely successful in elevating brand presence and financial impact from digital marketing.

Building out Branded & Non-Branded Search campaigns have been beneficial in further scaling direct donations, as well as Discovery and Youtube initiatives for increased awareness and site engagement. This hybrid approach has allowed us to showcase key brand strategies as well as the organization’s mission, while also efficiently increasing fundraising dollars significantly year over year.

As a result, this past end-of-year giving season we were able to successfully drive a 122% increase in direct donations driven from paid campaigns. We’ve also enjoyed being a strategic partner in driving awareness of education and advocacy initiatives through paid channels as well.

Why We Love ALA

Working with the team at the ALA has been an absolute honor! Collaborating to create educational awareness and making a lasting impact through our digital channels is very meaningful work to our team. We love partnering with the ALA, knowing that we are a small part of changing the lives of those who have been affected by lung cancer.

Get Involved With ALA

American Lung makes it easy to get involved. Whether you want to send a gift, become an advocate or volunteer, share your story, or join an event, the ALA has something for everyone. To see the complete list of ways to get involved, click here. To donate, click here. To learn more about ALA, click here. And don’t forget to follow them on Instagram and Facebook

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A campaign producing revenue doesn’t mean it is producing the best that your budget can provide. At X Agency, there are no tricks, gimmicks or fluff data—the only metrics we focus on are ROI and revenue. Our decisions are data driven and our reports are transparent. This means that we optimize your digital marketing campaigns with highly skilled attention to produce the most amount of revenue for the least amount of spend.

Client Spotlight | American Lung Association
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