Busy day? If this blog post is TL;DR (Too Long; Didn’t Read), watch the video below. You’ll get the big picture on the Conductor Foundation and web presence management for nonprofits from Julia in about 90 seconds.
“With a generation of younger folks who have thrived on the success of their companies, there is a big opportunity for many of us to give back earlier in our lifetime and see the impact of our philanthropic efforts.” -Mark Zuckerberg
We’re passionate about helping nonprofits gain access to the web presence management resources they need to drive more visibility and donations to their sites. That’s the goal of the Conductor Foundation.
Startup companies have a decision to make when it comes to philanthropic efforts: wait until the business grows or start from the beginning. Startups can decide to make giving back a core competency from the start of the business – which is the track Conductor has chosen.
Each year, the Conductor Foundation grants select nonprofits with (free) access to our platform, Searchlight. We work with nonprofits to increase traffic to their sites and raise their donation conversion rates.
What does that look like? Our Customer Success team helps our nonprofit grant recipients with the platform to identify keyword and content opportunities. We help nonprofits gain insight into:
- Seasonal giving terms
- October, November and December combined bring in most online donations to most non-profits
- The digital giving index is a good indication of how and when people are giving to nonprofits
- Variations on key terms: which should they prioritize, given limited resources?
- Category Market share: understanding their SERP (search engine results page) competition, and how to become more visible for crucial terms
Nielsen conducted a study on how donors search for and ending up finding nonprofit websites and about their experience on the site. Most interestingly, they found that more than half, 53% of donors’ usability problems, were related to unclear content, missing information and confusing terms.
Nielsen found that more than half, 53% of the donor’s usability problems, were related to unclear content, missing information and confusing terms.
This is where the Conductor Foundation comes in. Searchlight helps nonprofits to manage and track their content and understand how it’s performing. If there is unclear content or gaps in their strategy, we help pinpoint those problems and make proactive changes. Our content features help online organizations to realize there is missing information and confusing terms and ‘nip it in the bud’ so they can quickly gain competitive market share and drive more of the right traffic to their donation pages.
Want to see what that looked like for one of our recent grant recipients? Here’s DC Goodwill’s story — they saw a jump of an average of 19 ranking positions after focusing on SEO and content strategy with Searchlight.
This year, the Conductor Foundation is proud to work with Teach For America, human-I-T, CooP-Africa, Kiva, and the National Multiple Sclerosis Society!
If your nonprofit is interested in receiving our grant for Searchlight, apply here.