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Inbound Marketing:
Attract More Donors, Volunteers & Others
Allan Pressel
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Synthesis Partnership works with nonprofit
organizations facing or creating change to
align strategy, identity, capacity and facilities
with vision, mission and values.
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Affordable collaborative data
management in the cloud.
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Today’s Speaker
Allan PresselCEO/founder,
CharityFinders
Hosting:
Sam Frank, Synthesis PartnershipAssisting with chat questions:
April Hunt, Nonprofit Webinars
Inbound Marketing: The Latest Techniques to
Attract More Donors, Volunteers, and Others
Every nonprofit should have a website that actually furthers its mission -- not just describes it…
Nonprofit Webinars
Presented by:
Allan Pressel, CEO/founder
CharityFinders
877-456-3210
www.CharityFinders.com
© CharityFinders, proprietary & confidential, not for reproduction
Inbound marketing goals
1. Maximize inbound, online leads
2. Maximize lead quality
3. Maximize conversion rate
© CharityFinders, proprietary & confidential, not for reproduction
Inbound marketing techniques
1. Search engine optimization (SEO)
2. Search engine marketing (SEM)
3. Pay-per-click (PPC)
4. Blogging
5. Content creation
6. E-newsletters
7. Articles
8. Social media
9. Website
© CharityFinders, proprietary & confidential, not for reproduction
Search Engine Optimization (part 1)
1. What are the key search engines?
2. How do they work?• 200+ ranking factors!
3. What can you do to optimize your search engine standings?
a. Metatags• Description
• should be < 150 characters
• Keyword
b. Choosing and Using Keywords• < 10 keywords per page
• Use keywords/phrases liberally in page title, headings, body
• Use HTML tags to denote headings (e.g., H1, H2, etc.)
• Use different keywords on different pages
• Keep them updated
• You should have a keyword that is in your website address.
• You should have a keyword that is in your page title
© CharityFinders, proprietary & confidential, not for reproduction
Search Engine Optimization (part 2)
c. Keyword selector tools• http://inventory.overture.com/d/searchinventory/suggestion
• Google Zeitgeist - www.google.com/press/zeitgeist.html
• Google AdWords Keyword Tool -
https://adwords.google.com/select/KeywordToolExternal
• Google Trends - www.google.com/trends
• MSN Search Insider - www.imagine-msn.com/insider
• Yahoo Buzz Index: http://buzz.yahoo.com
d. Links• Incoming
• Count your link:in Google, type “link:www.yournonprofit.org”
• Choose relevant, reputable sites
• Outgoing
• Twitter account
• # followers
• Tweet/retweets
© CharityFinders, proprietary & confidential, not for reproduction
Search Engine Optimization (part 3)
d. Use blogs• Within your site
• Interactivity
• Offer RSS feeds
• Lots of incoming links
• Submit your blog to technorati.com
• Submit your blog to bloggrader.com
e. Avoid splash pages
f. Don’t require cookies
g. Use alt text (on every image)
h. Robots.txt
i. Search engines prefer HTML
j. Search engines prefer text over graphics
k. Don’t use frames
l. Be careful with Flash and JavaScript
m. Create a site map
n. All pages should be easy to navigate to (esp. home page)
o. Create focused pages
© CharityFinders, proprietary & confidential, not for reproduction
Search Engine Optimization (part 4)
q. Get listed in important directories:
• The Open Directory Project: www.dmoz.org
• Yahoo Directory: http://dir.yahoo.com
• ZoomInfo Directory: www.zoominfo.com
r. Use conversion forms
s. Page titles should be descriptive, and <70 characters
t. Purchase your domain name (URL) for as long a period as
possible
u. Get your traffic rank at www.alexa.com
v. Your site should display with or without the “www”
• set up a permanent “301” redirect
w. Create articles
x. Issue press releases
y. Videos
z. Keep your site updated frequently
aa.Get people to review you (Yelp, etc.)
bb.Register with search engines
SEO is based on unknown and changing algorithms!
© CharityFinders, proprietary & confidential, not for reproduction
Cool technology
• Donor thank you videos
• Text to donate (or anything!)
• QR codes
© CharityFinders, proprietary & confidential, not for reproduction
Private Website Consultation
I’d like to offer each of you a free private website consultation
One hour
Consultation includes: CharityFinders’ assessment of your site
Recommendations
Building your nonprofit's most-needed functionality
In person or by webinar
Include anyone you want (e.g., ED, DD, board members, etc.)
In one location or several
We’ll contact you in 1-2 business days to schedule the consultation
© CharityFinders, proprietary & confidential, not for reproduction
Page Rank
Google PageRank (0-10)
Ranks the importance of a web page
Calculate your own PageRank
www.top25web.com/pagerank
© CharityFinders, proprietary & confidential, not for reproduction
Social Mediasphere
del.icio.us bookmarks
Enables web users to save their bookmarks
Helps you get more traffic
Encourage as many people as possible to
bookmark your site on del.icio.us
digg.com
social media site
anyone can submit articles, and vote for them
You should submit your organization’s articles
© CharityFinders, proprietary & confidential, not for reproduction
Website Grader Report
Grades your site: 0-100
Ranks the percentile of a web page regarding its
marketing effectiveness
Blends data from: search engine data
website structure
traffic
site performance
etc.
Calculate your own website grade
www.websitegrader.com
© CharityFinders, proprietary & confidential, not for reproduction
Search Engine Marketing (SEM) is Cost Effective
• SEM is substantially lower cost than
traditional marketing efforts
• Cost of Acquisition Across Different
Channels
© CharityFinders, proprietary & confidential, not for reproduction
Sponsored Link: to attract clients`
© CharityFinders, proprietary & confidential, not for reproduction
Landing Page: for clients
© CharityFinders, proprietary & confidential, not for reproduction
Sponsored Link: to attract donors
© CharityFinders, proprietary & confidential, not for reproduction
Landing Page: for donors
© CharityFinders, proprietary & confidential, not for reproduction
Inbound marketing tools
Tools
• HubSpot
• ThriveHive
© CharityFinders, proprietary & confidential, not for reproduction
You should strive to achieve these goals for your site:•Findability
•Stickiness
•Loyalty
•Referability
•Maximum conversion rate
•Dynamism
•Positive ROI
Your website: 7 Key Goals of an Effective Website
© CharityFinders, proprietary & confidential, not for reproduction
Contact Information
Allan Pressel, CEO/founder
www.CharityFinders.com
877-456-3210
641 21st St.
Hermosa Beach, CA 90254
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