5 Reasons Nonprofits Should Take Search Seriously - Part II
You've been waiting for our last 2 reasons! We saved the powerful boost of motivation for last. Here's part II:
4. Getting started is free!
It’s an uphill battle to compete with commercial clients in the search jungle. The bottom line is that nonprofits just don’t have the kind of SEM budgets that commercial companies do. But, you can at least get yourself on the links lists, even if you’re not at the tippy top. Google Grants are MADE for nonprofits to do just that – get in the game. It allows you to buy your way in by offering grants up to $10,000 per month to use for Google AdWords to help promote your website. Learn more here: Google Grants . But first, you have to have the internal structure in place to be successful with this sort of science. You’ve got to have the analytics capabilities (and people) to understand what keywords are driving traffic to your site. Then, you need someone to do something about these findings by optimizing your site content. The fundraiser then needs to be sure to place the donation page and button in the right place on this site. A lot of people and departments, I know. But, working towards this will be essential to increasing your house file. It’s no secret that the industry is suffering from a “bodies” problem. Take action to fix it for the sake of your missions.
5. We have worldwide motivation
No need to feel like the nonprofit underdog in a sea of Coca-Cola and Nike successes. The nonprofit industry has proven its ability to be #1 when it comes to search. In fact, the Japanese Relief Fund actually ranked #1 worldwide 2 years in a row as the highest searched site. It turns out that in a worldwide time of need, the search to give and take action trumps the release of a new sneaker. Also take Breast Cancer Awareness Month for an example. On Yahoo! alone, searches for “breast cancer awareness” in October were up 552% compared to 2009 and searches for “breast cancer ribbon” were up 412%. “Breast cancer signs” were also among the leading searches during this month. As users search these terms, some of the most well known breast cancer nonprofits appear in the results. We all want donors, but just look at the site content nonprofits provide to save a life: FAQ pages, testimonials, self-awareness information, educational resources, etc. Maybe this is why breast cancer diagnosis rates have increased 30% since 1990. Nonprofit websites provide the right content for early detection! Search marketing efforts have helped to save thousands of lives – exactly what most organizations aim to do.
We hope our 5 reasons have been motivating for your organization. Don't forget to let us know if you're already ahead of the SEM/SEO game and share with us your examples! If you have questions or are facing challenges, let us know too! I bet we have answers.
Amber is a Strategy Manager and soon-to-be Digital Geek in Merkle’s nonprofit vertical. She chooses to Do What Matters because “it’d be too easy not to. Challenge is good.”