Nonprofits — Update your Search Marketing, and use Grant$

In this season of mass unemployment, there are many worthy organizations who, in the best of times, provide valuable, critical assistance to the needy. And — even at my most cynical — when I hear about people signing over their stimulus checks to charities I’m delighted by the generosity of Americans. But will these monies go to the most worthy cause — or just the cause with the best Covid-ready message?

Donor organizations looking to compete with “Covid-attention-getting” organizations will need to reevaluate a few marketing fundamentals (try competing for attention with a healthcare worker charity …tough…) to meet fundraising goals. Many need to use search engines A. LOT. BETTER.

Right now, as more interaction goes purely digital, nonprofits are focused on converting offline fundraising efforts to virtual events (and partners like GiveGab are pretty solid in providing turnkey solutions and best practice for content production and peer to peer donation strategies), which work fairly well — but only with existing, engaged donor audiences.

The challenge of focusing only on ‘conversion’ is twofold — and a refined search engine-led strategy helps solve for both — first, the need to protect the existing donor base, and stop donors from attriting to a higher profile appeal; second, how best to identify and attract new donors to your cause when people are chatting and boasting less about their charitable activities?

The easiest place to start, at least for 503(B) organizations, is Google Ad Grants. Sure, there are restrictions around negative keyword usage and geographic targeting — you don’t get to blast your cause for free ;) but it’s still a “no brainer” for organizations looking to do their best to compete. I’ve worked with a few clients recently who are using the grant application process and campaign set-up as an excuse to refine their existing approach to search (if they have one) and, more significantly, determine whether they have the best messages and content to attract potential donors to their site.

Updating your message to ‘lock in’ current donors while making your charity relevant to new audiences is required now…and search is where to start.