Case Study: The Proximity Bridge – Converting Local Web Traffic into Physical Visits
Company: Center for a Humane Economy
Sector: Nonprofit | centerforahumaneeconomy.org | United States
Features Used: Geolocation, Geo-based Content
Geo-Targeted Event Promotion for Local Audiences
The Center for a Humane Economy is a nonprofit organization focused on animal welfare and promoting ethical public policy, with both global and local audiences visiting its website.
By adding a geotargeted message for nearby visitors, an announcement is displayed above the hero section only to users in California, inviting them to a local event, while remaining hidden from visitors in other locations.
The Challenge: Promoting a local event without affecting the homepage experience for other visitors
The Center for a Humane Economy created a local fundraising event in California and wanted to promote it on their website only to visitors in California, ensuring high relevance without reducing clarity for others.
Showing the event invitation to all visitors would introduce unnecessary distractions for users outside California, who are not relevant to this local event, and could divert attention from the page’s primary calls-to-action.
How Center for a Humane Economy used If-So
The solution was implemented using an If-So trigger with a geolocation condition targeting visitors in California.
Within the trigger, they created a content version containing the event announcement – “Join us for a night of food, cocktails, and laughs with comedy legends” – along with a clear call-to-action. The trigger was then embedded above the hero section on the homepage using a shortcode, ensuring the message was displayed only to visitors who met the location condition.
The result
The event invitation was shown only to visitors in California, reaching a highly relevant audience while keeping the homepage clean for everyone else.
The setup took only minutes, required no coding, and was implemented without changing the existing website structure.
