Meet Logan of Digital Tabby

Today we’d like to introduce you to Logan.

Logan, we appreciate you taking the time to share your story with us today. Where does your story begin?
I started working in animal shelters in 2006 and for a decade I was part of the animal welfare world. I worked at the Denver Dumb Friends League (now Colorado Humane) for around 8 years in the veterinary services department.

By 2016, I was ready for a change. I wanted to focus on building my own business along with the financial and lifestyle freedom that can come with that.

However, I had to learn entirely new skillset. Everything I had done in animal welfare was in operations (especially veterinary medicine) and I did not have any marketing background.

I started working with local businesses, had success building websites and ranking in Google but something wasn’t quite right. After years of work that had direct impact, lead generation for the local pressure washer just didn’t feel that same.

I missed the mission-driven environment but didn’t want to return to nonprofits.

That’s when I started Digital Tabby.

Digital Tabby helps nonprofits utilize the Google Ad Grant program which provides $10,000 monthly in free search ads, Digital Tabby is the perfect combination of my two careers- digital marketing and nonprofit. We also help with other paid media channels like traditional Google Ads and Meta Ads.

My background gives me something most digital marketing agencies can’t offer nonprofits since I understand both sides. I know the constraints nonprofits face because I’ve lived them. But I also understand Google Ads technically in ways most nonprofit professionals don’t have time to learn.

Digital Tabby lets me combine helping nonprofits maximize impact with using technology to solve real problems.

I’ve been able to work with a huge range of nonprofits but I’ve being honest my favorites are the animal shelters. I’ve been able to help shelters across the country reach record breaking adoption days or generate more donations for their most difficult cases and I love it!

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
The biggest challenge in landing here has be narrowing down focus.

It’s very popular in digital marketing to try and service all industries. Especially when you’re starting out it’s very hard to turn down clients.

The reality is that you don’t choose your niche – the niche chooses you. I know that seems like vague advice, but it isn’t! The takeaway is to focus on what makes the most sense for you based on your experience, skillset, and interests rather than targeting the “best” industry. Viewed from that lens, your focus will become obvious.

Another challenge is knowing when to pivot and when to double down.

When you work with a larger team, it’s easier to talk through these ideas and decide together. But when you’re the only decision maker, it’s easy to doubt yourself. I’ve had to learn to be objective, even when the outcome very clearly and directly impacts me.

Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
My focus is on nonprofit marketing and more specifically the Google Ad Grant.

Even though my nonprofit background is in operations, it still helps me relate to and understand nonprofits. The Google Ad Grant is appealing since it’s essentially a $120,000 a year advertising budget- but it’s not actually that straightforward.

I’ve found that nonprofits struggle to really maximize the grant and traditional PPC agencies aren’t much better.

You can do a lot with a Google Ad Grant, but if you approach it like a normal paid account, you often end up with subpar results. I love the variety of nonprofits I get to work with and very much prefer helping them achieve their mission compared to marketing for profit businesses.

There are tons of ways to use the Google Ad Grant and each nonprofit has a slightly different use case. While some PPC pros really seem frustrated by the rules and limits of the Google Ad Grant, I actually enjoy the challenge and see it as a PPC puzzle to be solved!

We’re known for seeing higher than average grant utilization rates which means more results for nonprofits. Our average client uses 90% or more the grant while most agencies struggle to use 10% of the grant.

Where do you see things going in the next 5-10 years?
Over the next 5-10 years, digital marketing is going through some pretty significant changes, mostly driven by AI.

AI is trying automate many aspects but it’s a lot more hype than results at this point. At least when it comes to the ad space.

While the goal is to make advertising online easier for the average user it’s actually made things more complicated in that now it *seems* like you’re doing a good job building out your campaigns but it’s actually mostly AI junk.

I expect the AI hype to slow down in the next 5 to 10 years and while I’m in no way minimizing the impact, As Bill Gates has said “We always overestimate the change that will occur in the next two years and underestimate the change that will occur in the next ten. “

In other words, we’ll see a very different landscape in 10 years but the AI hype is certainly overblown.

Contact Info:

• Website: https://digitaltabby.com/
• Instagram: https://www.instagram.com/digital_tabby/
• Facebook: https://www.facebook.com/profile.php?id=61578226389590
• LinkedIn: https://www.linkedin.com/in/logan-m/
• Twitter: https://twitter.com/DigitalTabby
• Youtube: https://www.youtube.com/channel/UC5SXahQDvRMDbTVjevuQ-aA

Image Credits
No credits. The one with the puppy in the pocket is old now since it’s from shelter days.