Why You (We All) Need To Understand SEO
Look at these latest figures on internet activities from the Pew Internet Poject.
Search is the fastest growing online "app" … and the second most common activity (49% do it; after only email, 60% do it) in a typical web user’s day. Rounding out the top three activities is checking the news, at 39%.
Search is most used by college-educated (66% use in a typical day) and higher income netizens (62% of $75K+ income users), those with broadband at home (58%), and those under 50 years old (55%).
If you don’t think this is the profile of your organization’s typical online donor, send The Agitator a self-addressed envelope with a stamp on it, and we’ll send you some index cards to use the next time you go to the library.
Your nonprofit needs to be findable online. That means someone on your team needs to master search engine optimization. Start here.
Tom
One response to “Why You (We All) Need To Understand SEO”
Behavioral Science Q & A
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
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I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
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Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
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Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
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There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]
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I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
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Hi Tom
While I agree that non-profits need to be found online, and I am a big search and SEO evangelist, I have been wondering lately about whether the intent is there when it comes to search traffic. For many non-profits, the website functions as both a provider of information as well as a donation channel, and I think we need to be aware of those functions when it comes to search. In my opinion, search is the start of building a relationship with website visitors. It takes a longer process from search to donation that other acquisition tactics. I’d be interested to hear your thoughts.
Sarah