SEM For NonProfits

1
SEM For Non-Profits Charities

• Search Engine Strategies
• San Jose 2006

2
Hooray Paid Search!

• Limited pro bono opportunities available
• Google Grants (www.google.com/grants)
• MSN, Yahoo, Ask.com N/A
• Must compete in open bid market
• Can be an extremely effective medium for
• Driving donations
• List building
• Advocacy/Awareness

3
Case Studies

• Search Engine Strategies
• San Jose 2006

4
Driving Donations

• Objective Profitably drive online donations
• Copy/Landing Pages categorized by Brand, Issues,
  Current Events and Donation Keywords
• Google, Yahoo, MSN, Ask.com

5
Driving Donations

• Results
• Highly effective 3 to 1 ROI
• Over 76K in donations
• Donations primarily driven through Brand
  keywords
• Missed opportunity in Non-Brand terms?

6
List Building

• Objective Drive sign ups of online emissions
  petition
• Copy/landing pages categorized by Brand, Issues,
  Current Events and Donation Keywords
• Google, Yahoo, Ask.com

7
List Building

• SEM recruits of high value over time (9 months)
• Near 100 subscriber retention rate, well above
  overall average
• Completed nearly 2x more actions per message than
  other recruits
• Asked friends to sign up at a higher rate than
  other recruits

8
Current Events

• Ask President Bush not to veto stem cell bill
• Take advantage of search spikes on current events
• Address the emotion/intent behind the search

9
Summary

• Search offers extensive reach to potential
  recruits/donors
• These recruits tend to be of high long term value
  
• Campaign objectives should be aligned with
  anticipated search intent
• When possible, capitalize on search volume spikes
  surrounding current events

10
Thank You

• Stephen Anderson
• Rock Coast Media
• stephen_at_rockcoastmedia.com
• [phone]