In a time when organizations are trying to market on a budget, many may be wondering — how can nonprofits market themselves and their mission, even with less money to spend? The answer: investing in search engine optimization. This affordable option also has one of the highest returns on investment and is a true long-term strategy.
Marketing on a budget: Utilizing the power of SEO
SEO is the practice of optimizing a website's content to rank higher in search engine results, thus increasing website traffic. While it may seem complex and technical, it's a crucial aspect of online visibility. Nonprofits can leverage the power of SEO to increase your reach and attract your target audience without breaking the bank. Other than the cost of SEO tools (which we'll get into below) or working with an agency, there really aren't any other costs to implement SEO.
What does this mean for nonprofits? Being found in the search engine results pages holds numerous benefits for nonprofits, offering a unique set of advantages tailored to your specific goals and mission. Here are some key benefits:
- Increased visibility and reach
Ranking high in SERPs ensures your nonprofit's message reaches a broader audience. More visibility means more people become aware of your cause and initiatives. - Targeted audience engagement
Appearing in search results when someone is looking for information related to your nonprofit allows you to engage with an audience actively seeking your cause. This targeted engagement increases the likelihood of connecting with individuals genuinely interested in supporting your mission. - Donor acquisition and retention
Being visible in search results for donation-related queries helps attract potential donors. Individuals actively searching for donation opportunities are more likely to contribute to your cause. Additionally, for existing donors, consistent visibility reinforces your nonprofit's presence in their minds, increasing the likelihood of continued support. - Cost-effective marketing
Compared to paid advertising, SEO offers a cost-effective means of acquiring new supporters. The organic nature of search means reaching your target audience without a substantial financial investment.
Putting SEO into practice: What's included, and how do you start?
First, you need to know your goals, audiences, and KPIs. From there, here are some top tactics to start a successful SEO campaign:
- Keyword research
Identify relevant keywords that resonate with your nonprofit's mission and goals. Tools like Google Keyword Planner or Semrush can help you discover high-impact keywords with lower competition, ensuring your content stands out. - Quality content creation
Craft compelling and informative content that aligns with your chosen keywords. This could include blog posts, articles, infographics, or videos. Quality content engages your audience and improves your website's ranking on search engines. - On-page SEO
Optimize your website pages with your chosen keywords for search engines by incorporating keywords into the meta titles, meta descriptions, and header tags. Ensure that your content is easily accessible and user-friendly, catering to both search engine algorithms and your audience. - Technical SEO
Unless your website is perfect, it likely has some errors causing ranking or user experience issues! Errors like broken links, broken images, missing meta descriptions, and site speed can cause users to bounce off your site quickly.
SEO in action
Media Cause worked with redefinED atlanta to create a holistic SEO strategy, working on optimizing their content, creating new content, and fixing site errors. This led to 200 new keywords ranking in the top 100, 10 keywords in the top 10 position, and a 32% increase in organic traffic, which led to more awareness about their mission.
Read the case study on how redefinED atlanta increased website traffic and rankings.
Low-cost marketing strategies on a budget to enhance SEO
In addition to SEO, consider implementing these low-cost marketing strategies to maximize your nonprofit's impact:
- Social media engagement
Harness the power of social media platforms to connect with your audience. Regularly share your SEO-optimized content across channels, fostering engagement and expanding your nonprofit's reach. - Email marketing
Build and nurture relationships with your supporters through email marketing campaigns. Share success stories, updates, and calls to action, keeping your audience informed and engaged. - Collaborative partnerships
Forge partnerships with other nonprofits, local businesses, or influencers. Collaborative efforts amplify your message and open up opportunities for cross-promotion, expanding your reach organically.
Find success when marketing on a budget
In nonprofit marketing, a limited budget should not hinder your organization's ability to make a meaningful impact. By strategically investing in SEO and embracing low-cost marketing strategies, you can enhance your online presence, connect with your target audiences, and drive positive change without breaking the bank. Remember, the key to success lies in creativity, consistency, and a commitment to maximizing every resource.
Megan Brooks
Associate SEO Director, Media Cause
Megan has 6+ years of agency and marketing experience, which all started with an internship with a nonprofit during her junior year of college. She found her passion for helping others during her time in college, and jumped into different marketing roles within that organization, driven by wanting to create change and positive impact. In her different roles after college, Megan found her passion for working in search engine optimization and helping nonprofits further their mission with organic search. As the Associate Director of SEO at Media Cause, Megan works hard to help her clients accomplish their goals and increase the impact of their organizations.
