Results & Benchmark Scenarios | VSO Connect
Digital marketing built exclusively for Veterans Service Organizations
Benchmark scenarios

What we build toward

We're a new agency — so instead of borrowed logos, here's exactly what good looks like for a VSO, modeled on published 2025–26 nonprofit-marketing benchmarks.

A note on results: these are the kinds of outcomes we've seen this work produce, grounded in published industry benchmarks (sources at the bottom). Every organization is different — your list size, budget, audience, and goals all shape what's possible — so your results will be your own. We'll always set realistic, honest targets together.

Scenario 01 Local VFW Post

A new site + local SEO that fills the calendar

The situation

An aging website, an empty events calendar, and members who find the post only by word of mouth. Renewals are slipping and younger veterans aren't showing up.

Our plan
Fast, mobile-first website with an events calendar and join form
Google Business Profile + local SEO for "VFW near me" searches
A monthly newsletter to keep members engaged
Benchmark projection
37%
avg. email open rate for nonprofit-services orgs 1
Top 3
local-search placement is the goal for "VFW near me" queries
15–25%
conversion on a well-optimized join/donate page 2
Scenario 02 Veteran-Serving Nonprofit

Unlocking $10K/month in free Google search

The situation

A nonprofit doing real work for veterans, but invisible in search and leaning entirely on a small list of repeat donors. No paid budget to spare.

Our plan
Apply for and set up the Google Ad Grant the right way
Tight, mission-aligned campaigns that hold the 5% CTR rule
Conversion-tracked landing pages for donations and volunteers
Benchmark projection
$10K/mo
in free Google Search ads through the Ad Grant 3
$120K
in annual ad value, at no cost to the organization 3
5%+
click-through rate we maintain to keep the grant active 3
Scenario 03 Foundation / Coalition

Turning one-time donors into monthly sustainers

Veterans Memorial Foundation website concept
Illustrative concept — the kind of donor-focused site we'd build for a foundation.
The situation

A foundation with a healthy email list and a strong year-end spike — but most gifts are one-time, and revenue swings wildly from month to month.

Our plan
Automated welcome + thank-you series triggered after each gift
A dedicated monthly-giving ask tied to the cause that moved them
Segmented appeals so lapsed and new donors hear the right message
Benchmark projection
~40%
monthly-giving growth where one-time donors were converted to sustainers 4
2.7×
higher click-through on welcome emails vs. standard appeals 4
$2.40
raised per email subscriber per year, on average 5
Sources & methodology

1 DonorPerfect, nonprofit email metrics (services orgs avg. 37% open, ~2.4% CTR), 2026.

2 RallyUp, donation-page conversion benchmarks (15–25% for well-optimized pages).

3 Google for Nonprofits — Ad Grants ($10,000/mo in-kind search ads; $329/day cap; 5% CTR requirement).

4 M+R Benchmarks 2026 (welcome-series CTR 1.6% vs. 0.59% standard; ~40% monthly-giving growth among converting sectors).

5 M+R Benchmarks 2026 — average $2.40 in email-sourced revenue per subscriber per year.

Projections are illustrative and depend on list size, budget, audience, and execution. They are not guarantees of results.

Want to be our first success story?

We're taking on our founding clients now — and we'd love for one of them to be you. Book a free consult and let's map out your numbers.

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