Throwing a website up in a day and hoping the world will suddenly turn its attention to your Australian not-for-profit may not be the most effective tactic. Being able to make a splash online requires time, creativity, and continuous effort.
The good news is you don’t have to reinvent the wheel to make your nonprofit organisation suddenly appear in Google search results. A solid foundation can be applied to any healthcare provider, government agency, or NFP that will result in more views and leads to your organisation.
#1 – Revamp Your Website
It should go without saying that the online gateway to any business, from McDonald’s to Gloria Jean’s Coffee, must have a landing page. Your website conveys the mission of your nonprofit, how donors and volunteers can contribute to your goals, and what type of services you provide to the broader world.
With as much importance on your website as possible, there are some quick tips you may want to employ to get it right from the beginning.
- Prioritise Navigation: Being able to safely and quickly move around your website is crucial to any visitor. They want to find the related information without having to hunt endlessly online. Make your menus simple, with content-related navigation that points to your most valuable information.
- Mobile Responsive: If your NFP website is not mobile responsive, you will lose search engine rank. We live in a world where over half of all users browse the internet through a mobile device. Your website must adapt, or you’ll get lost in the mix.
- Integrate Branding: Yes, you are running an NFP. However, your branding is just as important as it is to Coca-Cola. Ensure you have taglines, visuals, logos, and colour schemes aligning with your style guide.
- Reliable Information: Not only should your contact information be accurate, but you should also have educational and informative data that supports your mission and the services you provide.
- Design for Accessibility: Many nonprofits function by helping those with disabilities. Ensuring your website can be viewed across all accessibility issues helps boost your Google SERP and broadens your client base.
- Don’t Forget the Forms: Donors, volunteers, and team members are the lifeblood of any NFP. Be sure you have easy-to-use forms that allow you to accept new resources so you can contribute your mission forward.
We at Web 105 provide modern website design and development to all kinds of clients. For years, we have worked with Australian NFPs, government agencies, and healthcare providers to build unique and attractive websites. Give us a call today, and let us transform your online presence with an immersive online experience.
#2 – Leverage SEO
SEO (Search Engine Optimisation) is the process of using techniques to streamline the information and rank of your website, so it is easier to crawl and index by major search engines like Google and Bing.
You must have quality on-page and off-page SEO to rank in the top 10 results for any search term. This way, searchers seeking out local pet adoption agencies in Sydney won’t end up on a website for a rescue shelter in San Francisco, USA.
Your best option is to hire a professional. They will help you with common SEO tactics like creating easily searchable and indexable content, conducting keyword research to target, and providing an internal/external linking strategy to boost your reputation.
However, it helps if you have a blog or some other form of content that can be regularly and consistently updated. Google loves to see activity, especially if you are a “local” business with an address, phone, or other business listing confirming your authenticity.
#3 – Use PPC Ads
This next tip for boosting your Australian NFP’s online presence is a little controversial. Many companies seek to rise up the ranking using “organic” or non-paid methods. That is a valid strategy, but it will take a little bit longer than you may like.
An alternative option is to use PPC (pay-per-click) advertising on search engines, social media, and other platforms. This puts your NFP in front of highly relevant eyeballs and reinforces that you are a legitimate online entity.
There is a lot of information to learn about PPC advertising, but if you want an excellent place to start, use Facebook. The demographics through that platform are highly targeted and will ensure you reach the audience most suited to the services you provide.
#4 – Increase Email Engagement
Email marketing is now, and likely to remain, the cheapest and most effective method of reaching a target audience. Everyone, from the newly graduated high school student to the retiring pilot, has an email, and you get a first-class ticket to communicating directly where they check daily.
You can use email notifications to attract new volunteers, announce upcoming events, boost funding campaigns, and spotlight employees, but the best tactic is to automate everything. Use a free service like Mailchimp to get started and create email sequences for different interactions.
When your email lists start growing, be sure to segment them into different categories related to your goals. For example, you may have an online form through your website collecting emails from donors you want to keep separate from emails sent by prospective clients.
#5 – Connect on Social Media
One of the most effective ways to promote your NFP online is through social media. It costs nothing other than a little time and effort. As long as you’re consistent with posting (1/day, 1/week, etc.), then you can build a following.
You also don’t have to create endless accounts. Stick to one to three platforms that reflect the type of audience you hope to engage. If you are a nonprofit focused on helping teens stay away from drugs, maybe create a TikTok, Instagram, and YouTube channel. If you are a business helping the elderly, try Facebook and LinkedIn.
As long as you’re consistent and the information is branded, reflecting your website media, you should find success.
Wrapping Up
The online world is vast and full of conflicting information. While there are many ways to build a solid presence with your NFP, you’ll want to take your time and conduct a little trial-and-error testing. Over time, you’ll learn quickly what works best for your goals and team resources.
Better yet, you can always hire a professional team like ours at Web 105 to help lay the foundation for success. Our websites are mobile responsive and streamline interactions with your target audience, saving you time from a high learning curve so you can focus on what matters most – serving the people of Australia.
Give us a call today, and let’s build a brand-new online presence for you!
FAQs
How do I market my nonprofit on social media?
It helps to develop a plan of action, but the most important factor is staying consistent. Post on a regular schedule and look around at profiles you enjoy. Emulate their methods until you develop a “voice” that is just for your NFP branding.
How many times should nonprofits post on social media?
Social media can be extremely confusing to those without experience. Start small by posting 1-3 times per week on set days. Once you feel more comfortable, you can either increase or decrease your activity as you see fit.
What is organic vs. paid online marketing?
Think of organic marketing like word-of-mouth advertising. The better you are at what you do, the more you get recommended naturally by other people online. Paid marketing is using advertisements through PPC platforms like Google, Facebook, and Yelp to put your branding in front of people related to your target audience.