The document focuses on inbound marketing strategies for nonprofit organizations to enhance their outreach to donors and volunteers through effective website optimization and content creation. Key techniques mentioned include search engine optimization (SEO), social media engagement, and content marketing to maximize online leads and conversion rates. It also offers resources and tools for assessing website performance and encourages organizations to seek personalized consultations for tailored marketing guidance.

1. Inbound Marketing:
Attract More Donors, Volunteers & Others
Allan Pressel
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2. Synthesis Partnership works with nonprofit
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3. Affordable collaborative data
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4. Today’s Speaker
Allan Pressel
CEO/founder,
CharityFinders
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5. Inbound Marketing: The Latest Techniques to
Attract More Donors, Volunteers, and Others
Every nonprofit should have a website that actually
furthers its mission -- not just describes it…
Nonprofit Webinars
Presented by:
Allan Pressel, CEO/founder
CharityFinders
877-456-3210
www.CharityFinders.com
Allan@CharityFinders.com

6. Inbound marketing goals
1. Maximize inbound, online leads
2. Maximize lead quality
3. Maximize conversion rate
© CharityFinders, proprietary & confidential, not for reproduction

7. Inbound marketing techniques
1. Search engine optimization (SEO)
2. Search engine marketing (SEM)
3. Pay-per-click (PPC)
4. Blogging
5. Content creation
6. E-newsletters
7. Articles
8. Social media
9. Website
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10. Search Engine Optimization (part 1)
1. What are the key search engines?
2. How do they work?
• 200+ ranking factors!
3. What can you do to optimize your search engine standings?
a. Metatags
• Description
• should be < 150 characters
• Keyword
b. Choosing and Using Keywords
• < 10 keywords per page
• Use keywords/phrases liberally in page title, headings, body
• Use HTML tags to denote headings (e.g., H1, H2, etc.)
• Use different keywords on different pages
• Keep them updated
• You should have a keyword that is in your website address.
• You should have a keyword that is in your page title
© CharityFinders, proprietary & confidential, not for reproduction

11. Search Engine Optimization (part 2)
c. Keyword selector tools
• http://inventory.overture.com/d/searchinventory/suggestion
• Google Zeitgeist - www.google.com/press/zeitgeist.html
• Google AdWords Keyword Tool -
https://adwords.google.com/select/KeywordToolExternal
• Google Trends - www.google.com/trends
• MSN Search Insider - www.imagine-msn.com/insider
• Yahoo Buzz Index: http://buzz.yahoo.com
d. Links
• Incoming
• Count your link:in Google, type “link:www.yournonprofit.org”
• Choose relevant, reputable sites
• Outgoing
• Twitter account
• # followers
• Tweet/retweets
© CharityFinders, proprietary & confidential, not for reproduction

12. Search Engine Optimization (part 3)
d. Use blogs
• Within your site
• Interactivity
• Offer RSS feeds
• Lots of incoming links
• Submit your blog to technorati.com
• Submit your blog to bloggrader.com
e. Avoid splash pages
f. Don’t require cookies
g. Use alt text (on every image)
h. Robots.txt
i. Search engines prefer HTML
j. Search engines prefer text over graphics
k. Don’t use frames
l. Be careful with Flash and JavaScript
m. Create a site map
n. All pages should be easy to navigate to (esp. home page)
o. Create focused pages
© CharityFinders, proprietary & confidential, not for reproduction

13. Search Engine Optimization (part 4)
q. Get listed in important directories:
• The Open Directory Project: www.dmoz.org
• Yahoo Directory: http://dir.yahoo.com
• ZoomInfo Directory: www.zoominfo.com
r. Use conversion forms
s. Page titles should be descriptive, and <70 characters
t. Purchase your domain name (URL) for as long a period as
possible
u. Get your traffic rank at www.alexa.com
v. Your site should display with or without the “www”
• set up a permanent “301” redirect
w. Create articles
x. Issue press releases
y. Videos
z. Keep your site updated frequently
aa. Get people to review you (Yelp, etc.)
bb.Register with search engines
SEO is based on unknown and changing algorithms!
© CharityFinders, proprietary & confidential, not for reproduction

14. Cool technology
• Donor thank you videos
• Text to donate (or anything!)
• QR codes
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15. Private Website Consultation
I’d like to offer each of you a free private website consultation
 One hour
 Consultation includes:
 CharityFinders’ assessment of your site
 Recommendations
 Building your nonprofit's most-needed functionality
 In person or by webinar
 Include anyone you want (e.g., ED, DD, board members,
etc.)
 In one location or several
 We’ll contact you in 1-2 business days to schedule the
consultation
© CharityFinders, proprietary & confidential, not for reproduction

16. Page Rank
 Google PageRank (0-10)
 Ranks the importance of a web page
 Calculate your own PageRank
 www.top25web.com/pagerank
© CharityFinders, proprietary & confidential, not for reproduction

17. Social Mediasphere
 del.icio.us bookmarks
 Enables web users to save their bookmarks
 Helps you get more traffic
 Encourage as many people as possible to
bookmark your site on del.icio.us
 digg.com
 socialmedia site
 anyone can submit articles, and vote for them
 You should submit your organization’s articles
© CharityFinders, proprietary & confidential, not for reproduction

18. Website Grader Report
 Grades your site: 0-100
 Ranks the percentile of a web page regarding its
marketing effectiveness
 Blends data from:
 search engine data
 website structure
 traffic
 site performance
 etc.
 Calculate your own website grade
 www.websitegrader.com
© CharityFinders, proprietary & confidential, not for reproduction

19. Search Engine Marketing (SEM) is Cost Effective
• SEM is substantially lower cost than
traditional marketing efforts
• Cost of Acquisition Across Different
Channels
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20. Sponsored Link: to attract clients`
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21. Landing Page: for clients
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22. Sponsored Link: to attract donors
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23. Landing Page: for donors
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24. Inbound marketing tools
Tools
• HubSpot
• ThriveHive
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25. Your website: 7 Key Goals of an Effective Website
You should strive to achieve these goals for your site:
•Findability
•Stickiness
•Loyalty
•Referability
•Maximum conversion rate
•Dynamism
•Positive ROI
© CharityFinders, proprietary & confidential, not for reproduction

26. Contact Information
Allan Pressel, CEO/founder
Allan@CharityFinders.com
www.CharityFinders.com
877-456-3210
641 21st St.
Hermosa Beach, CA 90254
© CharityFinders, proprietary & confidential, not for reproduction

27. Find listings for our current season
of webinars and register at:
NonprofitWebinars.com
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