Case Study: How Savvy Partner Rebuilt the Tom Coughlin Jay Fund’s Web Presence

The Jay Fund serves families across North Florida, South Georgia, and the New York/New Jersey metro areas. While their reputation on the ground was incredible, their digital presence had room to scale alongside their growing mission. We identified three main areas where we could optimize the experience for their community.

First, the team wanted to make information even more accessible for families in a crisis. A parent sitting in a hospital waiting room needs a highly intuitive, mobile-first experience. The previous layout had room to streamline the path to financial aid applications, ensuring parents could find resources instantly without unnecessary scrolling.

Second, there was an opportunity to make the donation and event pathways more efficient. Since the foundation relies heavily on individual giving and signature fundraising events, like their Wine Tasting Gala, the site needed dedicated, high-visibility landing pages to make contributing or corporate sponsoring completely seamless.

Finally, there was untapped potential in search engine visibility. While local awareness was strong, implementing a data-driven SEO and search marketing strategy would allow the foundation to connect with families and regional philanthropists who were actively searching for support or giving opportunities online but might not have known the foundation by name.

At Savvy Partner, we focused on three main areas: a simplified user experience, long-term organic SEO, and targeted paid search ads.

1. Simplifying the User Journey

We reorganized the website structure so visitors instantly knew where to go. We created two clear paths.

For families looking for aid, we built a highly visible “Get Help” section that outlines eligibility requirements clearly and explains how to coordinate with hospital social workers. We also ensured the entire site works perfectly on mobile devices, since most families look for help on their phones while away from a computer.

For supporters, we removed the clutter. Whether someone wants to make a quick donation, become a Celebrity Ambassador, or buy tickets to an upcoming gala, the process now takes just a few clicks.

2. Boosting Visibility with Organic SEO

To ensure the Jay Fund would rank highly on Google without relying purely on ads, we built a sustainable search engine optimization framework into the new site.

• Keyword Optimization: We researched and targeted specific local and national phrases, embedding them into the site’s text so the foundation would show up when people search for terms like “childhood cancer financial aid” or “charities to support in North Florida.”
• Technical SEO: We cleaned up the back-end code, fixed old broken links, and drastically improved page load speeds so search engines could easily crawl and favor the site.
• On-Page Metadata: We wrote clear, search-friendly titles and descriptions for every page, making the search results look professional and trustworthy to users clicking through.

3. Securing and Managing the Google Ad Grant

To supplement our SEO work and bring in immediate traffic, our team handled the complex application process to secure an official Google Ad Grant. This grant gives the foundation $10,000 every month in free Google Search advertising.

We used this budget to launch targeted search campaigns in their specific regions. We split the strategy into two goals:

• Connecting with families looking for immediate support and crisis resources.
• Reaching local donors looking for non-profit sponsorship opportunities.

By combining a clean layout with a strong SEO foundation and targeted search ads, Savvy Partner helped the Jay Fund significantly increase its online reach.

Within twelve months of launching the new site, the foundation saw a 145% increase in search traffic to the website, heavily driven by both the new organic SEO rankings and the fully utilized $10,000 monthly Google Ads grant.

More importantly, the new donation pages led to a 32% increase in online donation conversions. The financial aid process also became much faster, meaning vulnerable families could get the support they needed without unnecessary delays.

“By focusing on clarity, organic SEO, and targeted visibility, we didn’t just give the Jay Fund a cleaner look—we built a reliable system that helps them connect with families right when they need it most.”

— The Savvy Partner Team