This project was completed on Jul 27, 2017
Matched with Devang S
Matched with
Devang S.

Search Engine Marketing Plan

Help Friends of Chimps create a plan to optimize how their website appears in search results, or with an advertising campaign.
Friends of Chimps
Washington, DC, USA

Posted June 23rd

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Project Details

What We Need
  • 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
What We Have In Place
  • We currently have website, blog, Google Adwords, which should make it easy for you to get started. We also have an eagerness to learn, and the ability to provide any other information you need.
How This Will Help
This project will save us $7,098 , allowing us to devote more time to fundraising and donor cultivation. This would be a HUGE boost for us and we appreciate your consideration.

We have a beautiful website and multiple ways for donors to engage but we are very small and lack expertise in SEO. Also, we have $10,000 per month of FREE GoogleAdwords that we are definitely not leveraging to max potential. This could put us on a path for real growth and for meeting some key deliverables in a grant we received (and is up for renewal in 2018).

Project Plan

Prep: Align on Goals & Share Information
  • 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: Assess Current State & Review Plan
  • 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: Deliver Final SEM Plan
  • 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: Training
  • 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
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About The Org

Posted by
Amy B.

Marketing & Nonprofit Strategy

Our Mission

To support the chimpanzees of Ngamba Island Sanctuary in Uganda and help protect chimpanzees worldwide.

What We Do

We support the long-term health and welfare of both captive and wild chimpanzees by funding on-the-ground projects such as veterinary care for sanctuary chimps and conservation projects that help slow habitat loss of chimps living in the wild. We also collaborate with schools, corporations and other non-profits to increase awareness, activism & the long-term sustainability of all organizations dedicated to the care and conservation of chimpanzees.


Devang was AMAZING! Seriously, no exaggeration, he is a SEM savant who not only increased our click through rate by 1,300% using Google Adwords, he also spent over an hour on the phone teaching us how to do it for ourselves moving forward. He is kind, generous and patient and if he applies to help you with a project, click ACCEPT immediately. :)
Amy Bond
Amy B.

Marketing & Nonprofit Strategy

Search Engine Marketing Plan Project

Amy's passion and drive was palpable and I enjoyed the opportunity to learn more about the important work Friends of Chimps does and to be able to significantly improve their SEM efforts going forward.
Devang Sheth
Devang S.

Digital Marketing Leader