Question: I am marketing a non-profit org, how relevant is search if we are trying to get donations. People are not going to search to donate money. Do you have any strategies for this? To actually get them to the page?
Answer: Non-profits typically have two target communities. First, people using their services (e.g. people who have HIV / AIDS looking for information) and second, donors / contributors – people who might contribute money and/or time. So first and foremost, define clearly each stakeholder and what they might be searching for.
For some non-profits I have worked with for instance, searches like ‘volunteer opportunities in the Bay Area’ are important searches, as they need new volunteers all the time, and potential volunteers are looking for opportunities. So they have to optimize on that search. Second, they can optimize on timely topics that people ARE searching for (for instance, ‘AIDS / HIV treatments’ or ‘Homeless Statistics Bay Area.’ That way, they reach a wider community and can then have ‘hooks’ such as ‘donate now.’ Finally, in some situations, people do Google for charities, as when a loved one dies and they are looking for charities, so searches such as ‘Bay Area Charities’ or ‘Bay Area Non-Profits’ become valuable searches.
I agree that there will not be as many donor searches vs. user searches, but if you think clearly, you should be able to identify some search types that potential donors will be doing. Then optimize your site for those searches.
Got a question? Click this link to email Jason or call 888-993-1122. Dr. Jason McDonald is founder and Senior SEO / Social Media Director of the JM Internet Group. He teaches the SEO training classes for the group, and therefore provides most of the SEO tips for this blog. His goal with this blog is to provide an easy 'one-stop shop' for the busy marketer looking for tips, tricks, and secrets on how to get to the top of Google and Bing for free using proven SEO tactics. When not dreaming up SEO tips, Dr. McDonald lives in the San Francisco Bay Area with his wife, two dogs, a cat, four iguanas and twelve children (just kidding). Really you read down to the bio on this guy? Enjoy the blog.
on SEO | AdWords | Social Media