SEO For Nonprofits: The Do’s and Don'ts of a Successful Digital Marketing Strategy

Search engine optimization (SEO) is perhaps “the” buzzword for any growing organization. But, how does nonprofit SEO, and other marketing strategies for nonprofits, benefit the nonprofit sector? Volunteer managers and coordinators - this one’s for you…

Perhaps the greatest challenge that nonprofits and volunteer organizations face is to educate and connect the community with their mission. There are many ways to go about marketing volunteer opportunities and recruiting volunteers, but SEO might just be the most reliably effective.

So, how do you take one of the most powerful digital devices (SEO) and turn it to good for your organization?

This article will help YOU, the hardworking specialist in your field, unlock the key benefits and simplified SEO strategies for nonprofits to connect your volunteer program with dedicated volunteers.

Let’s dive in!

What is SEO for Nonprofits? 

Nonprofit SEO is a digital marketing strategy that helps to improve your nonprofit’s visibility on search engines like Google.

People search the internet everyday for places to volunteer their time. Your goal with SEO is to enhance your organization’s online presence and attract more visitors to your website, in order to capture these potential volunteers and grow your volunteer program.

Why is SEO for Nonprofit Organizations Important? 

SEO for volunteer programs is critical for a number of reasons, and plays a significant role in driving organizational impact and achieving goals. When done well, an SEO-centric nonprofit marketing plan can:

• Increase community awareness of your cause
• Drive volunteer engagement
• Attract donors and supporters
• Educate the public 
• Build credibility 
• Garner support for your nonprofit’s mission

But, marketing for nonprofits can be difficult at times. Read on to understand some core strategies for building a SEO strategy for nonprofits. 

3 Pillars of an Effective Nonprofit SEO Strategy 

A nonprofit SEO strategy typically involves three foundational aspects: content, website health, and link building initiatives. Together, these pillars improve a nonprofit’s search engine visibility, attract relevant and engaged visitors to their website, and engage potential supporters.

Let’s take a closer look at each of these three pillars of an effective nonprofit SEO strategy:

SEO Generated Content 

As part of your nonprofit marketing strategy, relevant and informative content is key. Your nonprofit website, social media accounts, blog posts, informational articles, infographics, and case studies are great avenues for sharing high-quality, informative, and engaging content with your future and current supporters.

Make sure that your content is keyword optimized whenever appropriate. This means that you identify and incorporate relevant keywords and phrases from your niche into your content. Pay close attention to the words that you use in titles, blog headings, meta description, hashtags, and throughout the body of your content.

And finally, it is important to regularly update the content you’re sharing on your blog, website, and social media accounts. Fresh content not only signals to search engines that you are active and relevant, but it offers even more opportunities to attract new supporters through different search terms, and relevant topics. 

Website and Technical Health 

One of the key aspects of maintaining a healthy nonprofit SEO presence is to make sure that your website is fully optimized. Ensure that your website is loading at an appropriate speed and that it is mobile responsive. A well-designed and intuitive nonprofit website helps bolster the user experience and also has an impact on search engine rankings; afterall, search engines reward nonprofit websites that prioritize the experience of the user.

Link Building 

When one first mentions backlink building for nonprofits, it can seem a bit overwhelming. But it’s actually pretty straightforward!

A backlink is when one website links to another website via hyperlink. Backlinks are helpful because they signal a vote of confidence between two websites. Generally speaking, the more backlinks that a website has from other reputable websites, the higher it will rank in search engine results.

Another aspect of link building is internal link building. You should develop a strategy that includes linking relevant pages and content within your own website. Internal linking has a positive influence on page authority, enhances the user experience, and encourages more interaction with your website. 

3 Tips to Jumpstart Your Nonprofit Digital Marketing Strategy

By infusing SEO into your nonprofit marketing strategy, you can reach a wider audience, engage your supporters, and drive meaningful engagement and support. Here are three tips to get you started: 

SEO Tip#1: Increase Visibility and Amp Up Your Volunteer Recruitment 

One of the core benefits of SEO is the ability to amplify your organization's online presence. Through carefully crafted SEO techniques, your volunteer opportunities can rank higher in search engine results. This means that when potential volunteers search for opportunities related to your cause, your organization will be more likely to appear on the first page of results, increasing your visibility and reach. 

This targeting enables you to connect with potential volunteers who are genuinely interested in your cause, resulting in higher engagement rates. By crafting content that resonates with different segments of your audience, you can showcase the value of volunteering with your organization and inspire them to get involved.

SEO Tip #2: Target Your Audience & Build Stronger Relationships

Digital marketing allows you to segment your audience and tailor your messages to specific demographics. This targeting enables you to connect with potential volunteers who are genuinely interested in your cause, resulting in higher engagement rates. By crafting content that resonates with different segments of your audience, you can showcase the value of volunteering with your organization and inspire them to get involved.

Digital marketing tools, such as email campaigns and social media platforms, offer volunteer managers the means to maintain ongoing engagement with volunteers. Regular updates, success stories, and informative content keep volunteers connected to your organization's mission and impact. Consistent communication nurtures a sense of belonging, making volunteers more likely to continue their involvement over time and even advocate for your cause within their networks.

SEO Tip #3: Educate Your Volunteers

SEO and digital marketing techniques extend beyond recruitment and engagement—they can also improve the quality of the volunteer experience.

Utilizing online resources like webinars, video tutorials, and interactive guides, you can provide volunteers with training and orientation materials that empower them to perform their roles effectively. Moreover, incorporating SEO practices into these resources ensures that volunteers can easily find and access the information they need to excel.

Free and Affordable Nonprofit SEO Tools

There are several free and affordable SEO tools that are available to volunteer leaders. Use these tools to enhance your online presence and optimize your organization’s content: 

• Google Analytics for Nonprofits. There is a wealth of useful data in Google Analytics for Nonprofits. These nonprofit analytics can help your organization reduce costs, gain SEO insights, and help you develop a more effective strategy for accomplishing your goals.
• Ubersuggest. This is a free tool that allows nonprofit organizations to increase their visibility online and optimize their website. 
• Answerthepublic. Answerthepublic can assist you in understanding your supporters’ keyword and search behavior.

Nonprofit organizations and volunteer managers have enough on their plate already.
We hope that this simple, yet effective, guide helps you on your journey to use SEO to market your organization and programs to your community!