Promotion of charitable organization websites – methods and features

Promotion of a charitable organization's website, like any other web resource, has its own specifics. The key tasks here are the trust of the target audience and high conversion. Of course, the requirements of search engines cannot be ignored either, but the main emphasis is on achieving the location of the target audience. For this, the structure is built and the content of the web resource is selected according to the following approximate model:

• Main pageHere, the goals of the NGO, the methods of its work, and to whom and how assistance is provided are briefly but comprehensively defined.
• Section with detailed information. It contains detailed information about the history of the organization, its mission, as well as licenses and permits, a list of partners. Scans of documents are also desirable.
• Project catalog,, which includes a description of projects and areas of activity.
• Feedback sections. Thus, the "how to help" section lists ways to help and participate in projects, and the "how to get help" section lists contacts for people or institutions in need of help, or a form of separate communication.
• Contact UsThese are the addresses of offices, charity shops, branches, collection points, phone numbers, e-mail, etc. It is also appropriate to add a Google Maps route.
• Reviews page, recommendations.
• Frequently Asked Questions section and answers to them.
• News page, or a blog on the site. This is where news is posted, for example, about the implementation of certain campaigns and projects, as well as thematic articles, video content, photos. The content must be unique - copied content or poor-quality rewriting negatively affects promotion sites of any orientation, and search engine algorithms do not make concessions to resources. NGOs.

It is also useful to create a page for communication between members of the organization who participate in people's campaigns to increase engagement, promoting a longer stay on the site pages.

The quality and reliability of the content should always be paid attention to. Errors in the texts, emphasis on SEO indicators to the detriment of readability, inaccuracies in the presentation of information - all this can raise doubts about reliability. The site should be as comfortable to use as possible for the public. Thus, new visitors, faced with inconveniences, will most likely decide to cooperate with another fund or community.

Formation of a semantic core: nuances of work for NGOs

To effectively promote charitable organization websites in search results, you need to include the following in the semantic core:

• Name of the organization.
• Phrases, which characterize the general direction of the activity. Thus, examples of general requests aimed at sponsors and volunteers are “help lonely pensioners”, etc., and those in need of help – “get help for refugees”, etc.
• Requests, indicating the organization's services, for example, "collecting clothes for pensioners," "getting groceries for low-income families," etc.
• Geo-dependent queries, indicating the country, region of activity. Such requests are always needed for communities operating within the same city, region. An example of a request is “help lonely pensioners in Kyiv”, etc.

Before forming and clustering the SQ, it is advisable to analyze the semantic core of organizations working in a similar field and expand it with clarifying queries.

External promotion of NPO websites: to increase traffic and achieve high positions in search results

In this case, it is appropriate to include the following methods in the strategy:

• Sign up for Google My BusinessWhen added to Google My Business, the organization's name will be displayed for relevant queries as a prominent block with images, a map, and other information.
• Add to Google MapsThanks to this, sponsors and those who need help will be able to find out the address and build a convenient route.
• Contextual advertising. It is paid, however, charities can use the Google Ad Grants program, which allocates $10 per month for advertising on its platform. To receive a grant under the program, a foundation representative must submit an application and fulfill the program's terms. You can learn more about the program in the Google Ad Grants Help Center. It should be noted that only sites that meet Google's requirements can count on a grant - thorough preliminary optimization is essential.

For young and local organizations, crowd marketing, in particular, article promotion, will be effective. Messages with links to the organization's web resource and articles whose topics are close to its activities are placed on thematically relevant platforms with a positive image among the public and high trust in search engines.