How to drive traffic to a charity website to build relationships and increase fundraising opportunities 10 months ago

In today’s digital age, there’s no escaping the need for a user-friendly, functional website.

With mobile phones and personal computers providing 24-7 access to the world wide web, a charity website can tell your story, raise significant capital and spread your message far and wide.

Further, integrating your website with a sophisticated donor management platform can provide detailed analytics about website users which can be used as an opportunity to create content that stirs a response to help achieve your mission.

While you may have an all-singing, all-dancing website, without traffic, you’re missing a valuable opportunity to connect with donors and collect data that will help tailor future campaigns.

Follow these recommendations to increase the number of visitors to your website and build relationships that turn followers into loyal donors.

  • Adopt an SEO strategy

While donors primarily give to those who ask for support, potential donors may actively seek out charities to help of their own accord.

The easiest and most convenient way for them to carry out this research is using search engines such as Google.

Terms such as ‘local charity,’ ‘children’s charity,’ or ‘corporate donations,’ are common key phrases that may be searched and an effective SEO strategy will increase the chances of your website appearing in the results of search terms relevant to you.  

SEO is part science and part art, and it’s always recommended to consult with an expert to help your website appear for those who don’t yet know you but can potentially offer support.

  • Use Google AdWords

Google Ads is a pay per click advertising platform which displays your ads on the website pages your target market is likely to visit. Google Ads are an excellent opportunity to capture the attention of a target market which isn’t even searching for your charity.

Google Ads aren’t the cheapest option to drive traffic to your website which may be a consideration for your budget, however, Google generously offers charities the opportunity to apply for grants of up to $10,000 USD to be spent in Ads.

As a registered charity, you can find out more and apply here

  • Link to website stories in newsletters

As a cost-effective solution to maintain ongoing contact with existing and potential donors, email marketing is an integral part of any fundraising strategy. Unfortunately, because of its accessibility, email recipients have a lot of content to consume.

Keep newsletters short and to the point by writing a one to two sentence introduction to each article and adding a link to a website page for the rest. The reader can then skim-read the content but visit the website for a more in-depth look at the stories that appeal to them rather than getting overwhelmed with lots of copy and avoiding the email altogether.

Creating individual pages for each story will help build up your online profile, increase website authority, and provide detailed user data. The email marketing platform available with SupporterHub provides data on links clicked, how long each user spends on a page and any actions taken once on the website. Not only does this give an opportunity to create more content that appeals to your users, but may also increase donations. 

  • Commit to a social media strategy

Social media posting in a busy charity is often less strategic and more sporadic when someone has time, or if there’s a major event to report on.

A structured social media strategy will help more people find your website giving an opportunity to view your website content and make donations.

You can read more about creating an effective social media strategy here.

Your website is just one element in your fundraising and brand awareness strategy but intentionally driving traffic to your site will help utilise it to its maximum potential and will enhance results. 

SupporterHub integrates with your website to provide useful analytics on who is visiting, when, and for how long. This valuable data analysis will help build stable relationships with donors which can lead to improved fundraising results.

To find out how SupporterHub can help maximise the value of your website traffic, contact us today.