SEM For Non-Profits & Charities Search Engine Strategies San Jose 2006

Hooray Paid Search! Limited pro bono opportunities available –Google 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

Case Studies Search Engine Strategies San Jose 2006

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

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

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

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

Thank You Stephen Anderson Rock Coast Media (978)