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digital marketing

SEO for Nonprofits: You don’t have to be a SEO professional to know why SEO is so important for the online success of your nonprofit organization – Dave Evans.

#020 – Dave Evans, founder of Impact SEO. Dave got his Search Engine Optimization foundation by working for a SEO guru and then several startups. He now shares his deep knowledge of SEO with mission-driven organizations making a positive impact in their communities.  

His mission is to help impact organizations reach more people and communicate their mission more effectively.  He shows them how to get found on the crowded internet.

Dave does a great job of laying out why it’s so important for organizations to have a thoughtful SEO strategy.  AND it does not have to be hard.  Most of us can do this.

Be sure to check out Dave’s FREE guide – “How to apply for Google Ad Grant”

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Resources

Impact SEO

FREE RESOURCE: How to Apply for Google Ad Grant

4 Key Takeaways  

#1 Focus on 3 pillars: Trajectory, Foundation, and Compound Interest;

#2 You have be clear on what your organization does and who you serve before you can make sure that message is clear on your website; 

#3 Produce relevant content so someone searching for what you do will find you; AND

#4 Non-profits can apply for a Google Ad Grant – $10,000 per month in ad spend.

Show Notes

**Click the time stamp to jump directly to that point in the episode

[3:11] 3 Pillars: Trajectory.
[3:50] 3 Pillars: Fundation.
[4:35] 3 Pillars: Compound Interest.
[5:15] SEO is central to the 3 Pillars.
[6:42] Your website should communicate as though a board member is sitting down with someone one-on-one.
[8:28] You have to be clear on what you do yourself before you can make that message clear on your website.
[9:15] You want to find the people that are ready to join your cause.
[9:48] You don't want to make it a challenge for someone to donate.
[10:11] The problem is most people just don't know what steps they could take right now.
[11:40] If your website is not clear, you are missing opportunities.
[14:45] You want to be in a position where someone actively searching for you or your organization finds you.
[15:42] If you want to change your trajectory, then you need to know who you're trying to reach.
[16:24] Developing relevant content will get you to the top of Google searches.
[18:15] Raising awareness for what you do.
[19:58] Speak to the needs of your target audience.
[21:10] Google Keyword Planner.
[21:50] What organizations get wrong is NOT making decisions from data.
[24:49] Google Ad Grant.
[26:37] Qualifications for Google Ad Grant.
[27:08] FREE RESOURCE: Google Ad Grant Guide.
[29:12] Client went from 20 sessions per month to 20,000 after taking Dave's advice.
[30:54] Dave's website audits.
[32:08] I want to help change the organizations' trajectory.
[33:09] What changes do you see staying with us in a post COVID world?

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GroupFinity

Posted in PodcastTagged 501c3, community, content, digital marketing, funnel, Google Ad Grant, group, leader, mission-driven organization, Nonprofit marketing, nonprofit SEO, nonprofit SEO in the age of coronavirus, organization, Search Engine Optimization for nonprofits, SEO, SEO during covid, SEO for dummies, volunteer organization

How to create an effective nonprofit marketing plan that speaks to your members and donors and gets them to engage more.  Marketing Activist Lindsay Lashell tells us what works and what does not.

#014 – Lindsay LaShell is a self described “marketing activist”.  Her mission is to help organizations increase justice, equity, and sustainability by making their marketing more effective.

Lindsay shares with us how important it is to be clear on what our audience wants from us and deliver that.

It is ok for there to be a whole bunch of people who are NOT your people.  Any marketing strategy that is set up to say we don’t want to alienate anybody, is going to do a terrible job of connecting with the right people.

Lindsay is running a Pro Bono Marketing Bootcamp in December.  If your organization’s budget was less than $200k in 2019, you are welcome to apply and snag a free spot.

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Resources

Diamond and Branch

Marketing Bootcamp

Trello

5 Key Takeaways  

#1 A marketing plan is vital because it lets you know where you’re making the most impact;

#2 Your easiest donor is an existing donor and your 2nd easiest donor is a referral from an existing donor; 

#3 If you truly believe the thing you are doing is valuable, you should have no problem offering new people (eg new members & donors) a unique way to get involved;

#4 Put your people at the center of everything you do; AND

#5 If you understand your people correctly, they will connect to your messaging.

Show Notes

**Click the time stamp to jump directly to that point in the episode

[2:30] A marketing plan will allow for consistency and efficiency.
[2:54] Who do we need to talk to? Where do we need to talk to them? What do they need to hear from us?
[3:32] The marketing plan tells you where you're making the most impact.
[4:13] Does that 1 tweet a day help you?
[4:47] We click and engage with the things that are most meaningful to us.
[4:55] Don't blame users for not engaging with your content.
[7:08] Put them at the center.
[7:25] Consider their journey.
[8:20] What do they care about? Why should they care about your organization?
[8:45] What language do they use to recommend you?
[10:04] You're competing with other interests, including Netflix.
[10:43] Be a flywheel vs a skateboard.
[12:25] Your campaign would be more effective if it kept your donors' attention all year long.
[12:45] Communication depends on your audience.
[14:27] Newsletters are good if you are super clear on what your audience wants from it.
[15:06] Good marketers empathize with their audience.
[17:00] You need to know who you're NOT for to know who you are for.
[18:40] Get within 1 degree of the people who can help you on social media.
[22:56] Brand Pillars.
[24:46] If you ask someone for their impression of your organization, what will they say?
[25:15] If you understand your people correctly, they will connect to your message.
[25:50] How to figure our your brand pillars.
[28:30] Should we focus on getting referrals?
[29:40] Your 2nd easiest donor is referral from an existing donor.
[30:35] If you believe the thing you're doing is valuable, you're offering them a unique way to get involved.
[31:53] Pro Bono Marketing Bootcamp

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GroupFinity

Posted in PodcastTagged cause, communication, community, digital marketing, donation, fundraiser, fundraising, group, impact, leader, marketer, Marketing, marketing bootcamp, marketing campaign, marketing framework, marketing plan, mission-driven organization, nonprofit, organization, social media, strategic marketing, volunteer organization
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