5th Annual Pro Bono Marketing Consulting for Nonprofits

Overview of Nonprofit Pro-Bono Consulting Services

From January 16 to 19, the Seer team will offer pro-bono digital marketing consulting to registered 501c3 nonprofits in the following areas below.

We learned a ton from our 2023 program and are excited to bring those insights to the table for 2024!

General Digital Marketing Strategy

A general digital marketing strategy for nonprofits encompasses a broad range of activities aimed at raising awareness, engaging supports, driving action.

Paid Media

• Paid Social Media Ads
• Google Ads/Google Grants

Search Engine Optimization (SEO)

• Local SEO (Google My Business)
• Content Marketing

Analytics and Insights

• Google Analytics
• Measurement Strategies

Program Overview

Here are the key dates and an overview of how our yearly pro-bono consultations work:

> Friday, January 5 - Monday, January 15

Nonprofits register here:

> Tuesday, January 16

Welcome Video Sent to Registered Non Profits

This video outlines the different types of services the Seer Team can provide. You'll choose the division / service that aligns more directly with the challenges you're facing.

Nonprofits Choose an Appointment Slot

Instructions will be included on how to sign up with a Seer Team member at a time that's convenient for you

> Tuesday, January 16 - Friday , January 19

Consulting appointments take place

You'll meet with your Seer Team member to discuss your challenges and map a go forward plan.

Not Sure Which Area of Support You Need?

Here's some more detail on each area we consult on and the challenges you may be facing.

Here's a high-level overview of the potential money and time investment you'd need to get started with these marketing activities. Our consultants will set you up with what you need to carry out these activities. 

*Note: These are very rough estimates and should be used as a starting point. 

> General Digital Marketing Strategy for Nonprofits

A general digital marketing strategy for nonprofits encompasses a broad range of activities aimed at:

• Raising awareness
• Engaging supporters
• Driving actions like donations, sign-ups, etc.

These things are achieved using various online channels like the ones listed below: paid search, paid social, and SEO. They can also be achieved through organic social, email, public relations, events, strategic partnerships, and more.

Before executing any of those activities, you should ensure you have:

• Clear goals for the outcomes you want from your marketing
• Messaging to keep consistency across all activities
• An understanding of your audience and their motivations

> Search Engine Optimization (SEO) for Nonprofits

SEO, or search engine optimization, is about making your nonprofit's website more visible on search engines like Google and Bing. When people use Google or Bing to look up things that are connected to what your nonprofit does, having your website SEO optimized can help it show up higher in the search results.

This means more people are likely to visit your site and learn about your cause, potentially leading to more support and involvement.

SEO Investment Estimates

Investments in SEO vary based on the scale and current state of your website. Here's a general guide:

MONETARY COSTS

While SEO is often touted as "free," it can involve costs such as:

• Hiring writers or SEO specialists if needed.
• Tools for keyword research, analytics, and website improvements.

TIME & EFFORT-  ~10 to 20 hours per month

SKILLS NEEDED

• Audience research
  
• Keyword research
  
• High quality content creation (writing)
• Tech SEO: Optimizing site speed, structure, mobile experience

Time from Launch to Impact

SEO is a long-term strategy. Unlike paid search and paid social, you might not see immediate results. Here's a loose guide of timeframes:

• Short-Term (3-6 months): Minor improvements in rankings and traffic.
• Medium-Term (6-12 months): More noticeable increases in traffic and engagement as your content and site authority build.
• Long-Term (1 year+): Established presence in search results, steady traffic, and ongoing growth.

What SEO is Great For

• Targeted Visibility on your Cause & Services: Attracting visitors who are actively searching for information related to your cause or services.

• Building Credibility: A strong presence in search results can make your nonprofit appear more reputable and trustworthy.

• Sustainable Growth: Once your SEO efforts gain momentum, they provide a steady stream of visitors over time without ongoing costs for each click.

The goal of SEO is to make it easier for those who are looking for your cause or services to find you. A well-executed SEO strategy can significantly boost your nonprofit's online visibility and credibility over time.

> Paid Search for Nonprofits

Paid search is a way to make sure your nonprofit shows up at the top of the results list when people use search engines like Google and Bing to search for topics that are connected to what your nonprofit does

You create ads that appear when someone searches for words related to your cause and services.

You only pay when someone clicks on your ad.

Paid Search Investment Estimates

Investments will vary greatly based on goals, target audience, and platform. Please use the following as a general guide only.

MONETARY COSTS

For small to medium nonprofits:

TIME & EFFORT-  ~3 to 8 hours / week

SKILLS NEEDED

• Audience research
• Keyword research
• Writing Copy
• Ad Targeting and Platform Use
• Measurement

Time from Paid Search Launch to Impact

While paid search requires a fairly significant upfront monetary investment, it is typically one of the faster to yield the results you're looking for.

What Paid Search is Great For

• Targeted Reach: You can reach people precisely when they're searching for information related to your cause.

• Controlling Budget: You decide how much you're willing to spend per click and can set daily budget limits.

• Measurable Results: You can track exactly how many people see and click on your ads, making it easier to understand your ROI.

The goal of paid search is to put your nonprofit in front of people who are actively seeking information related to your cause. With careful management and a clear strategy, it can be a powerful tool to increase visibility and drive action.

> Paid Social for Nonprofits

Paid social is like a spotlight for your nonprofit on platforms such as Facebook, Instagram, and Twitter. It's about paying a little to ensure more people see your message. You're essentially buying space where your ideal audience have a better chance of noticing your posts.

Paid Social Investment Estimates

Investments will vary greatly based on goals, target audience, and platform. Please use the following as a general guide only.

MONETARY COSTS

For small to medium nonprofits:

TIME & EFFORT-  ~4 to 10 hours on paid social activities

SKILLS NEEDED

• Audience research
• Designing imagery
• Writing Copy
• Ad Targeting and Platform Use
• Measurement
  

Time from Paid Social Launch to Impact

While paid social requires a fairly significant upfront monetary investment, it is typically one of the faster to yield the results you're looking for.

What Paid Social is Great For

• Spreading the word about an event

• Fundraising campaigns

• Significant updates about your work

Remember, the goal is to find and engage people who care about your cause and might help support it. 

> Analytics & Insights for Nonprofits

Analytics and Insights refer to the tools and techniques used to understand how people are interacting with your nonprofit's website, apps, and other digital assets.

Think of it like a report card showing what's working well and what can be improved. A popular, free tool for this is Google Analytics.

Analytics are the foundation of understanding your marketing efforts and if they are mapping back to achieving the best  experience for your users as well as achieving your marketing goals.

MONETARY COSTS

• Generally free for basic use, like Google Analytics.

• Possible costs for advanced features or additional tools.

TIME & EFFORT-  ~2 to 5 hours per month

SKILLS NEEDED

• Ability to interpret data and make decisions on it

• General understanding of the analytics tool you're using

Time from Launch to Impact

• Immediate Insights: As soon as it's set up, you'll start getting data on how people interact with your site or app.

• Ongoing Learning: Over time, as you collect more data, you'll begin to see trends and patterns that help you understand your audience better.

What Analytics & Insights are Great For

• Understanding Your Audience: Learn what kind of people are visiting your site, where they come from, and what they're interested in.

• Measuring Success: See if your marketing efforts are working and if you're reaching your goals.

• Improving User Experience: Identify which parts of your site or app people enjoy most and which parts might be causing them trouble.

The goal of analytics and insights is to give you a clearer picture of how people are interacting with your nonprofit online.

By understanding your audience better, you can make smarter decisions to improve your site, app, and overall strategy.

On-Demand Digital Marketing Resources for Nonprofits

Digital Marketing Guide for Nonprofits

• 10 Digital Marketing Tips: covering areas like goal setting, analytics setup, local SEO, social media profiles, and Google Grants application.
• Practical Guidance:  Learn how to define your audience, conduct research, and create engaging content that resonates.
• Measure & Adapt: Discover key performance indicators and learn how to track and adapt your strategies for maximum impact.

4 SEO Tips for Small Nonprofits

• Simple & Actionable SEO Tips: Discover four practical steps small nonprofits with limited resources can take to improve their online visibility.
• Overcoming SEO Challenges: Understand the common obstacles small nonprofits face in SEO and how to address them effectively.
• Maximizing Impact: Learn how even small efforts in SEO can significantly boost your nonprofit's presence and credibility online.

10 Ways Nonprofits Can Protect Digital Privacy After Roe v. Wade

• Essential Data Privacy Practices:  Ways to protect sensitive information for donors, volunteers, and service recipients in a post-Roe v. Wade world.
• Email and Access Safeguards: Learn specific strategies to secure Personally Identifiable Information (PII) in emails and manage who has access to crucial data within your organization.
• Analytics and PII Management: Understand how to handle PII responsibly in your analytics and the importance of purging unnecessary data to maintain privacy and trust.