Business Snapshot Founded in 1998, Kars 4 Kids is a tax deductible auto donation program that accepts used auto, truck and boat contributions – even if they are not running – to benefit Joy for Our Youth (J.O.Y.), an international organization supporting the physical, emotional, and spiritual needs of distressed and at-risk youth. Based in Lakewood, New Jersey, the Kars 4 Kids service provides a free, 24-hour pick-up of vehicles across 49 states excluding Alaska.

Why Ingenio Pay Per Call? Kars 4 Kids Online Marketing Manager Devorah Fleisher manages the company’s Pay Per Call campaign. For Devorah, the Pay Per Call advertising model is particularly valuable for their organization because phone calls offer more opportunities to generate contributions from consumers than clicks do. Speaking with a potential contributor directly on the phone allows the organization to explain in detail how Kars 4 Kids operates. Devorah has found that when a consumer hears about the organization verbally, they are more likely to contribute to the cause.

Devorah also appreciates how easy Ingenio’s Pay Per Call system is to use. She likes receiving daily reports from Ingenio with data on how Kars 4 Kids’ Pay Per Call campaign is going, including the amount of calls she’s received and the duration of phone conversations. Since there is a call center already in place, Kars 4 Kids can track Ingenio calls on a separate phone line, making the entire system very cost effective.

Campaign Results According to Devorah, the Kars 4 Kids Pay Per Call campaign is performing much better than they expected, and the organization is receiving more car donations as a result. Kars 4 Kids also advertises online via pay-per-click, but its Pay Per Call campaign allows the organization to convert leads at a much faster rate than they do with pay-per-click.