Project

Search Engine Marketing Plan

Housing & Homelessness

By John E.

Nonprofit Samurai

Posted Apr 13, 2018

This project is

In Progress

Matched with:

Julia W.

This project will save us $6,000, allowing us to Focus on cultivating the best programs we can!

What We Need

  • An overall Search Engine Marketing (SEM) plan that includes goals and actionable strategies for improving rankings of Organization’s website or blog. This may include:
  • Recommendations for Search Engine Optimization (SEO) tactics such as link-building campaigns, improvements to website or blog’s architecture, keywords to target within content, as well as proper naming of titles, meta information and images
  • Recommendations for implementing a paid advertising campaign of Organization’s choice, such as Pay Per Click (PPC), and advice on how to determine optimal spending on ads
  • Training on how to evaluate performance of SEM strategy, as well as how to measure key site metrics
  • Note: Google AdWords is one kind of PPC tool

How This Will Help

The success of our organization depends on Successfully communicating our needs + mission to supporters. Without your help, we cannot Focus on program and strategic growth. Your skills will empower us to Communicate with greater efficiency while working on impact.

What We Have In Place

We currently have Google Ad Grants which should make it easy for you to get started. We also have a willingness to get involved with you and the ability to provide any other information you need.

Fun Fact

We're a young charity, both in how long we've operated (<1 year) and our leadership (average age 26!)

  • Location: Remote (work anywhere)

Project Steps

  • Prep: Project goals, timeline, and process established and initial information distributed
    • Volunteer Manager outlines any current SEM activities/strategies, including use of search keywords, SEO tactics, PPC ads, website or blog content strategies
    • Volunteer Manager shares any existing materials relating to SEM
    • Professional meets with the Volunteer Manager for a brainstorming and overview session to discuss goals, online assets, and existing activities/materials
    • Professional and Volunteer Manager outline next steps and timeline for the project
  • Milestone 1: First draft of SEM Plan reviewed by Volunteer Manager and feedback provided
    • Professional assesses current site traffic, search rankings, content and architecture
    • Professional creates a first draft of the SEM Plan and shares it with the Volunteer Manager
    • Volunteer Manager reviews draft and provides feedback to the Professional
  • Milestone 2: Finalized SEM Plan delivered to the Volunteer Manager
    • Professional incorporates Volunteer Manager’s feedback and creates a final draft of the SEM Plan
    • Professional delivers final document to the Volunteer Manager and provides recommendations for implementation, based on staff capacity and budget
  • Milestone 3: Volunteer Manager is fully trained to monitor performance of SEM Plan
    • Professional trains Volunteer Manager on how to evaluate performance of SEM Plan and measure key site metrics with Google Analytics or a comparable online statistics resource
    • Professional and Volunteer Manager meet 1 month after implementation to assess how SEM Plan is performing and any tweaks that should be made
Prerequisites for Professional
  • Experience in digital marketing and in-depth knowledge of SEM techniques, including SEO and PPC advertising
  • Ability to implement and track an SEM Plan, as well as educate a user to track it themselves
  • Proficiency with Google Ad Words and Google Analytics
Prerequisites for Organization
  • Clear goals for your SEM efforts
  • Functional website or blog
  • Site administrator who can implement actionable items in SEM Plan
  • Existing Google Analytics account or a comparable online statistics resource, with trained staff to monitor site traffic statistics after SEM is implemented
  • An active Google AdWords account or budget earmarked for paid search advertising (if used).
    NOTE: Google Ad Grants provides qualifying 501(c)(3)nonprofits with $10,000 per month in in-kind AdWords advertising. To take advantage of this project for using a Google Ad Grants account, your Organization should already have received the grant in advance.
  • Staff to devote time to continuing Google AdWords strategy (if used)

Our Mission

Provide much needed personal hygiene services to homeless people in Middlesex County with the goal of raising each person's self esteem and ultimately his/her quality of life.

What We Do

ARM was born out of a push to do more. Most of our founders were Rutgers University Alumni and we often found that student engagement was limited to very scripted activities that treat philanthropy as a reactive rather than a proactive endeavor. We were tired of doing the least we could do, so we fixed that. ARM currently operates several events a year that focus on putting the wonderful private institutions that make New Brunswick and Middlesex County unique back to the service of its citizens. Oh, and did we mention, we want to retrofit a metro bus to bring free showers and connect service providers to guests in Middlesex County! #JointheARMy and let's fight to make our community a little better, together.

Author pic
John E.

Project: Search Engine Marketing Plan for Archangel Raphael's Mission

Posted Apr 15, 2018

Hey everyone! As we work on hygiene assistance for the homeless in the NJ area we want to make the most of our Google AdGrants, can anyone help?

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