Growth for
socially impactful projects

Scaling effective nonprofits and foundations using paid ads and CRO

Giving What We Can Logo

Proud to have worked with:

What

Our Services

Paid Digital Ads

Drive engagement with your content, services, courses, contests, programs, fellowships, and events

A clipart icon of a bullseye with an arrow in the center
Conversion Rate Optimization

Get your site visitors to take the desired action

Measurement and Analytics

Understand and improve the impact of your marketing

How

Our Service Models

Full Service

We plan, build, optimize, and report on your campaigns for you

Advisory

We offer our time for brainstorming, advising, and answering questions

What they say

Testimonials

“Since working with Good Impressions, we have recruited participants from orgs like OpenAI, WHO, and Meta; scaled from one test campaign to three continuously running campaigns; and developed the confidence to try marketing campaigns on 4+ other platforms.

They were especially aware of our org's (somewhat unusual and specific) goals and their proactive approach made us a lot more comfortable (and ambitious!) with outreach.  If you're just getting started with marketing I'd recommend working with them to build this pillar for your org!”

Black and white headshot of Li-Lian Ang smiling
Li-Lian Ang
Product Manager, BlueDot Impact

“Good Impressions successfully recruited several factory-farming whistleblowers to talk to LIC about their animal cruelty concerns, which is an EXTREMELY DIFFICULT thing to do. We're now in the process of developing lawsuits based on the information we received from these ag-industry tipsters.

Best of all, they did it at 1% (!!!) of the cost of the method we normally use to collect information.”

A headshot of a woman with long, dark hair
Alene Anello
Founder, Legal Impact for Chickens

“Good Impressions managed to increase our social media followers by 2-3x on a small budget, and I was impressed with the quality of the people reached. This could have a significant impact on our ability to achieve our goals as an organization.”

A headshot of a smiling man with a beard and glasses
Jaime Sevilla
Director, Epoch AI

“Since the pandemic, we hadn't found a sustainable avenue for opening new MBA chapters, but our first Good Impressions campaign led to 7 new chapters, 4 of which ran for a full year, which amounts to an ROI between 14 and 45x. Ads are now our primary channel for chapter acquisition and we've launched 3 campaigns since.”

Black and white headshot of Emma Cameron smiling
Emma Cameron
Chief Operations Officer, One for the World

“The newsletter program that Good Impressions put together for us is generating ~2K subscriptions a month, with one channel that's free and another that has an open rate 50% higher than our organic subscribers. They saved us dozens of hours of set-up and optimization learnings . . . honestly we just wouldn't have done these projects without them”

Bri Treece
COO, Center for AI Safety

“Good Impressions demonstrated strong communication, clear subject matter expertise, and an ability to adapt to my preferred style of working. They added massive value and capacity to our lean team during our busiest time of the year”

A headshot of a woman with mid-length hair
Kayla Fishman
Senior Manager (Growth), GiveDirectly
Who

The Team

With over ten years of for-profit digital marketing experience, our team brings private sector techniques to the causes we care about.

All team members are independent contractors except for Johnstuart.

Johnstuart Winchell

Founder

Before starting Good Impressions, Johnstuart worked at Google where he helped some of Canada's largest advertisers run Google and YouTube campaigns.

He's also worked in strategy and operations at Google, in management consulting at Boston Consulting Group, and as a professional ballet dancer in Texas and Colorado.

He studied at McGill University where he ranked 1st among students majoring in economics.

Lily Chamberlain

Google Ads Grants

Lily has five years’ experience helping charities run effective digital marketing campaigns.

She has worked across a wide range of cause areas, helping organizations from Amnesty International to Greenpeace to find new supporters and mobilize them to change the world.

At Good Impressions, she specializes in helping organizations get the most out of their $10,000 per month Google Ads Grant.

Will Fenning

Project Manager

Will started his career in market research, conducting studies for companies like Facebook and Unilever, before moving into copywriting where his clients included Louis Vuitton and other blue-chip European brands.

He then worked on projects closer to his heart; as an editor of books on philosophy and technology, as well as helping non-profits with their communications.

A.G. Holdier

Operations

With a background in the academic humanities, A.G. has worked for much of the last decade in classroom, legislative, and nonprofit management.

Now a dual-PhD student in philosophy and public policy, his research focuses on the social use of language, algorithmic/AI ethics, and other questions in social and political epistemology.

David Solar

Project Manager

David has worked on entrepreneurial and community-building projects while studying Economics and Management at UC Chile. He founded an e-commerce store with six-figure sales and managed million-dollar government tenders in Chile.

David co-founded UC Chile's Effective Altruism chapter, AI Safety Initiative, and Alternative Protein Project (backed by the Good Food Institute). He has worked with the Centre for Effective Altruism and organized events in Oxford.

In 2016, David assisted in a UN Secretary-General campaign. He is fluent in English, Spanish, and Serbian.

Eric Spamer

Measurement

Eric worked as a measurement analyst at Google for over 5 years, helping large advertisers manage over $300M in annual spend across Google search, display, and YouTube.

Prior to Google, Eric worked in consulting for a decade. He earned his Bachelor's degree in Economics from UCLA and his Master's degree in Predictive Analytics from Northwestern University.

After working in San Francisco, Berlin, and Stockholm, Eric is happy to be back home in the San Francisco Bay Area, where he grew up.

FAQ

How much does it cost?

We don’t currently charge for our services, but advertisers cover the cost of ads.

Who is paying for this?

We are funded by Longview Philanthropy.

How do you choose which projects to support?

We select based on our best estimation of impact, our ability to help, and advertiser availability.

Request help

Let us know what you would like help with! We can’t guarantee we’ll have the capacity to respond but we will do our absolute best.

Please note: not all inquiries may receive a response.

Thank you! Your submission has been received!
Please note: not all inquiries will receive a response.
Oops! Something went wrong while submitting the form.