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Donor Cultivation; Three Ways to Drive Traffic to Your Nonprofit Website

by Dan Linn on Nov 15, 2018 5:02:17 PM

Everyone knows the more people you get to your website the more donor leads you’ll usually generate.Webp.net22-resizeimage-1

Even so before people can donate or volunteer, they’ll need to find you.

These days your website is the most likely channel where new supporters will find out about you.

Your website is where conversions like online donations, event registrations and sign-ups for email or volunteer service take place.

If your blogging with well-optimized rich content your goal should be to connect with people who believe in what you believe.

Nonprofit blogging is about talking to individuals separately, not en masse and that’s how you connect with people.

Blogging is a marketing asset with long term results.

It will help you attract high quality traffic, generate new donors and increase awareness for your mission.

The rest of this article will unpack the easiest way to get new visitors to your website and increase your success at donor cultivation.

Organic

Organic visitors to your site come from searches people do on the search engines that produce earned links instead of paid links.

In lay terms it’s all about creating resources that are useful for both the search engine and the searchers.

Some people refer to this type of organic traffic as “free visitors.”

In reality they are not free because you need to do a lot of strategy, execution and optimization to drive this type of organic search visitor to your site.

The most popular and effective techniques to improve your rankings in search include web pages that load quickly and are built for both laptop and mobile searches.

Google is already leaving sites out of its mobile search results if the site does not render properly on all mobile devices like phones and tablets.

The content on your site needs to be directly related to keywords, phrases and questions your nonprofit wants to be found for.

One of the best tactics for generating fresh, keyword optimized content is blog optimization.

Writing blog articles, optimizing them for search, updating popular blog articles and sharing blog articles are great techniques for improving your site’s rankings and driving more visitors to your site.

Paid

AdWords campaigns are another tactic for driving visitors to your site, but they come with come complicating factors.

To start with, you must bid for keywords. Competitive keywords cost more. The costs tend to go up as the competition increases.

If someone sees your Google ad and they click on it and exit, Google sees that as a low-quality campaign and will give the ad a low Q score which will drive up your cost per click.

Conversely, if someone sees your ad, then visits your landing page and converts or clicks, Google sees that event as a high Q score and lowers the cost per click.

Managing paid ad campaigns on any platform including social media takes experience, insights, data and a lot of testing.

Just because you want to pay for visitors doesn’t mean you’re going to get them.

Sometimes your best donor prospects aren’t looking for your organization on search.

Referrals

New visitors will sometimes find your website through links from other sites.

There are many different tactics for driving referral visitor traffic.

Publishing guest blog articles, doing interviews with influencers, sharing your content, posting videos on YouTube or other video sharing sites, creating a podcast are just a few tactics that can promote referral traffic.

Even backlinks are a big part of driving referral traffic to your site.

Consider the organizations that you have partnerships with. If their site has a partner section, make sure your logo is prominent and includes a link back to your site.

Social media sites also represent a collection of referral site opportunities.

When you post with a link, people see the link and when they click on it they land back on your site.

Nowadays, marketing is highly complex and requires you to use all the tools, techniques and channels at your nonprofit’s disposal.

It also requires patience, testing, tracking and experimenting.

Your organization, website, content, message and story are all unique.

What works for one nonprofit may not work for another.

Which makes for a good case to bring in an expert with the tools and processes required to get the results you expect.

When the majority of your organization’s funds come from private donors, you need strategic processes in place to identify potential donors and communicate with them effectively.

This is where marketing comes in.

To learn more about setting up a marketing strategy for your nonprofit, download our resource entitled 10 Questions To Ask Your Marketing Team About Donor Acquisition Strategies.

You can access your copy here.

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Topics: nonprofit blogs, donor communications, Nonprofit Marketing, Link Building