Growth for
socially impactful projects

Scaling effective nonprofits and foundations using paid ads and SEO

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

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

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.

Laura Pomarius

Project Manager

Laura has spent the last seven years working at various nonprofit and research organizations in management, strategic development, and design.

She previously helped launch an academic nonprofit affiliated with Oxford University, produced the graphics for a TED talk that has been viewed 3 million times, and provided strategic advice for a non-fiction New York Times bestselling book.

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.

What they say

Testimonials

“Good Impressions were unbelievably helpful for Non-trivial’s first fellowship. Within days of our first call, we had support that was responsive, extremely knowledgeable and eager to help out on whatever seemed most important. And they produced results – my guess is that they increased the number of applications we received by 1.5-2x compared to what would have happened without them.”

Peter McIntyre
Founder, Non-trivial

"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."

Kayla Fishman
Growth Manager, GiveDirectly

"Good Impressions are really helpful, friendly, and knowledgeable. I really appreciate all their help!"

Bella Forristal
Head of Marketing, 80,000 Hours

"Thanks to Good Impressions, Legal Impact for Chickens is now getting the full advantage of the Google Ads grant which otherwise would have gone to waste. Moreover, they are smart, patient, and capable. A pleasure to work with."

Alene Anello
Founder, Legal Impact for Chickens

“Good Impressions has made a BIG difference to our traffic and conversions.”

Barry Grimes
Communications Manager, Happier Lives Institute

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.

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