Ensaaf.org - A Mission to End ImpunityAbout

Website: Ensaaf.org

Ensaaf is a nonprofit organization working to end impunity and achieve justice for mass state crimes in India. With a focus on Punjab, they document abuses, bring perpetrators to justice, and organize survivors.


The Challenge

Ensaaf was excited to make better use of their website, but didn’t know where to start. They wanted to build a new audience of younger supporters to help spread awareness about their work and engage with their multimedia content. They also needed some high-level advice on their technology choices.

What we did

In 2015, Whole Whale worked with Ensaaf on an intense 3-month Nonprofit Accelerator project.

Google AdWords Grant

By setting up Ensaaf’s Google AdWords account, we were able to increase total site traffic by 10x through the AdWords Grant. We worked with Ensaaf to choose 6 goals to track within Google Analytics, aligning the team on which numbers are most important to measure and map onto their mission.

10x growth with the Adwords Grant:
Ensaaf's Adwords growth

Google Analytics & Impact Mapping

Whole Whale worked with the Ensaaf team to define website goals that related to the organization’s larger outcomes. These goals and critical metrics were built into a customized dashboard that the whole team could receive on a monthly basis.

screenshot of 6 analytics goals


Our Rent-a-CTO services went beyond basic advice and mapped out a step-by-step plan for redesigning their website in the future. Through weekly training sessions, the Ensaaf team came up to speed on all things digital and is now able to use data to take action and increase their impact. As the canary in the coal mine, we found a few technical red flags revamped their system for user signups, which will allow their email list to grow over time without any hands-on work.


Services Provided: