Project Description

U.S. Masters Swimming

Driving Adult Fitness

The Challenge

The biggest challenge faced by U.S. Masters Swimming was the time needed to maintain their Ads account and create new ads. They were hoping to find an organization who could not only manage the grant for them, but educate them along the way.

The Outcome

Since Nonprofit Megaphone has been managing their Ads Grant, the CTR has increased from 2% to 10%. In July 2020, their CTR was an amazing 14.55%!


New People Engaging with the Website Monthly


Click Through Rate on Ads


New Member Registrations So Far


U.S. Masters Swimming officially began May 2, 1970, after Captain Ransom J. Arthur, M.D., a Navy doctor in San Diego, convinced John Spannuth, then president of the Coaches Association, to hold the first National Masters Swimming Championships in the Amarillo Aquatic Club pool. Arthur felt that if the incentive was appealing, it would give older swimmers (ex-competitors and beginners alike) a goal for keeping physically fit. Dr. Arthur’s vision of adults improving their fitness through swimming has grown over the years into a nationwide organization of nearly 60,000 adult swimmers.

U.S. Masters Swimming encourages adults to enjoy the health, fitness, and social benefits of swimming by providing more than 2,000 adult swimming programs and events across the country, including open water and pool competitions. USMS’s nearly 70,000 members range from age 18 to 99 and include swimmers of all ability levels. With the onset of the COVID-19 pandemic, it has certainly been much harder for adults to participate in and take advantage of all that USMS has to offer. USMS wanted to make sure their members were still feeling connected and had access to information to help get them through this tough time. They did this by providing more than 40 articles on drylands training, mental health, open water swimming, coronavirus and swimming, and many more. One of their recent articles had over 700,000 views! They have also created the first-ever virtual swim meet!

NPM is proud to to manage the Google Ads for USMS and has partnered with them for over two years.  Last month, even in the midst of the pandemic, they saw a fantastic 14.55% click-through-rate, which is far above Google’s required 5%. They also had over 10,500 clicks and 21 new member registrations. We are excited to see how expert management of their Google Ads continue to bring new visitors to their website and new members to their organization. And we love that the feeling is mutual. When asked what their experience has been working with NPM, 

“It’s like letting a dog-lover watch your dog while you are away and can’t take proper care of it.”  

~Kyle Deery, Senior Director, Marketing and Communications

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