Search Engine Marketing and the Non-Profit Sector

Looking to increase awareness and funding for your charity or non-profit organization? Look no further than search engine optimization. In 2010 charity organizations in the United States alone collected near $300 billion in donations. Studies have shown a large majority of this funding was done online.

With the advancement of technology and the explosion of social media marketing, non-profits now have the ability to create a strong online presence, and reach audiences that would have otherwise never known about their cause. Whether a non-profit organization is looking to reach a target audience, attract sponsors or donors, or provide educational information, there is no better way to communicate in today’s busy world than through a website. But is your non-profit’s website getting found online?  If you are not getting found in the search engines, then you are not getting found by people who have not yet been introduced to your brand.

Search engine optimization (SEO)  refers to designing and structuring your website content, so the search engines are likely to find your site and know what it is about. SEO includes the strategic placement of keywords in your content and using other methods, such as linking and social media, to get your site on that first page of Google for your selected keywords. An increasing number of non-profits and advocacy groups are beginning to leverage search engine opitimization best practices to help promote their cause, and to connect with more potential supports and donors. Below are a six tips for non-profit’s to follow to reap the benefits of search engine optimization and help promote their mission online.

1.) Get in the mind of the search engine users. You can best answer this question by using a keyword research tool, such as Google AdWords to find the words your audience is using to find information on your specific non-profit sector. Type a couple of phrases you would use to describe your core services, and the program will return additional search terms that searchers are using to find information. Choose about five keywords and create a consistent keyword strategy. This includes incorporating these specific words into your website content, blog posts and other online communications.

• Google has launched a nonprofit website program- with free domains, hosting and Adwords money for any companies that qualify. The Google site set up for this wants to help nonprofits “reach and engage supporters, improve you operations and raise awareness for your cause.”

2.) Get listed. Online directories, specifically local directories and industry-related directories, are an excellent way to attract the attention on the search engines. Search engines place heavy interest on these directories because they are a place where one can go to gather a lot of useful information (how can you find a company or organization if you don’t know where they are and how to reach them?). Since the goal of search engines is to report websites with the most relevant results, directories often receive high rankings. The search engines like to see your website associated with your phone, number address, etc. If you are not already listed in directories, Guide Star, – Guide Star is the most complete source of information about U.S. nonprofits, and is an excellent place to list your business.

3.) Link up. Your supporters love you, but do they “link love” you? One of the most crucial factors for boosting your search engine rankings is having incoming links from relevant, credible websites. This is where non-profits have the leg up. Your organization likely has a lot of companies that support your cause, have them show this on their website. Many organizations will be glad to do this to boost their public image, and don’t be afraid to take advantage of this. Also, encourage people in your community to link to your site, this includes: vendors, volunteers, similar non-profit organization, and local government sites. Another way to gain more links is to be a guest blogger or article writer on related blogs or websites, just be sure to include a link back to your website.

Don’t forget to make linking easy for other websites – make sure your content is easily shareable. Do this by provide logos, badges, or widgets that your supporters can easily plug into their own web sites.  You can find an excellent example of this at: http://www.karlasmithfoundation.org/. Since 2005, The Karla Smith Foundation has worked to combat the stigma of mental illness, and in 2009, partnered with the BringChange2Mind campaign, co-founded by actress Glenn Close. Each of these two organizations has each other’s logo on their website to increase each organization’s visibility and awareness. Reaching out to other sites, can do more than just help your non-profits search engine results, it can also expands your community of  donors, volunteers and supporters.

4.) Write.Share.Repeat. Generating online content for SEO purposes is an excellent approach that also gives you the chance to tell your stories, share your accomplishments and generate buzz, which in turn gives your brand a personality – an important things for non-profits.  Search engines love new content; make sure your website, blogs and other online assets are updated frequently with original content, unique metadata and internal linking.Whether its blogging to tell a specific story of how your non-profit made a difference in someone’s life, looking to get donors or volunteers, giving advice, or increasing awareness about a fundraising event—nonprofits have the opportunity to create original, unique and meaningful content – which is exactly what the search engines are looking for. Another benefit of blogging is that it increases the likelihood of other sites linking to your content.

5.) Get social. I’m sure seen Microsoft’s Bing commercials– but just in case you haven’t, the search engines are now taking your Facebook friends’ opinions into consideration when it comes to search results. Search engines have become increasingly social, as Google and Bing have begun incorporating social content and activity into their ranking factors. This fastening of hands between search and social is a good thing for those looking for a way to boost SEO.  The partnership between SEO and social is constantly evolving  in an effort to keep results fresh, relevant and personal. The continued integration of social media in their marketing efforts can only help non-profit organizations, a great candidate for social media marketing, meet and exceed many different goals. Social media is a platform that allows people to participate in a conversation about what they think, feel and care about, making social media and excellent space for the non-profit sector to continue to explore.

For example, a lot of Facebook Pages have sprouted up to help residents find loved ones and help in the recovery process, such as the Joplin, MO Tornado Recovery Page . With a lot of people looking for a way to help Joplin recover for this disaster, these pages are likely to show up in search results if the searcher has friends in their social media networks that ‘like’ the page.

6.) Make it easy for your website user. Someone came to your website, they read your content, they are interested in your cause and want to help. What do they do now? Be sure each page of your website has a clear call to action. These actions can include: Donate now, Volunteer, Sign up for our Newsletter, and other calls to action. Don’t miss out on the opportunity to gain another supporter, make your website user-friendly and let your visitors know how they can help.

In conclusion, when non-profits implement search engine optimization best practices, the results will follow. While seeing results from search engines optimization may take some time, it is worth the wait.  The higher your website is ranked in search results, the more opportunities you have to create a lasting impression in the hearts, minds (and pockets) of sponsors, volunteers, other non-profits and donors.

Want to learn more about non-profit online marketing for your St. Louis Non-Profit? Join The Net Impact, The Karla Smith Foundation and other Non-Profit organizations on on Tuesday June 21st to hear Non-Profit success stories and valuable tactics for a variety of budgets from professionals in the non-profit sector. Find more information and register for the FREE nonprofit seminar.