Share

Oxfam and Shelter share search marketing experience

Oxfam and Shelter share search marketing experience
News

Oxfam and Shelter share search marketing experience

IT | Gareth Jones | 24 Aug 2010

The Internet Advertising Bureau has teamed up with Oxfam and Shelter to offer a search marketing toolkit designed to help charities and public sector organisations increase their visibility online.

The toolkit was prompted by recent research conducted by the IAB which found that 61 per cent of non-profit organisations think their website is underperforming against their marketing objectives.

In addition, 40 per cent of charity brands had not had training on advanced search marketing techniques such as the relationship between social media and search.

Benchmarking and planning

The toolkit includes tools for benchmarking and planning, tips on how to execute a successful search campaign including setting targets and planning, and steps to improve website landing pages.

One case study looks at how Oxfam worked with SEO experts LBi to ensure relevant areas of its website appeared in search rankings for high volume generic keywords.

The charity’s visibility for search phrases such as [climate change], [charity donation] and [disaster relief] all went from virtually zero to page one and two results within six weeks, while an exercise to optimise pages for the London Marrathon saw traffic increase ten-fold in the week following the event.

The toolkit also includes a look at new landing pages adopted by Shelter, which resulted in conversion rates rising 10 per cent and average donation levels increasing by an impressive 100 per cent.

Comments

[Cancel] | Reply to:

Close »

Community Standards

The civilsociety.co.uk community and comments board is intended as a platform for informed and civilised debate.

We hope to encourage a broad range of views, however, there are standards that we expect commentators to uphold. We reserve the right to delete or amend any comments that do not adhere to these standards.

We welcome:

  • Robust but respectful debate
  • Strongly held opinions
  • Intelligent relevant discussion
  • The sharing of relevant experiences
  • New participants

We will not publish:

  • Rude, threatening, offensive, obscene or abusive language, or links to such material
  • Links to commercial organisations or spam postings. The comments board is not an advertising platform
  • The posting of contact details for yourself or others
  • Comments intended for malicious purpose or mindless abuse
  • Comments purporting to be from another person or organisation under false pretences
  • Gratuitous criticism, commentary or self-promotion
  • Any material which breaches copyright or privacy laws, or could be considered libellous
  • The use of the comments board for the pursuit or extension of personal disputes

Be aware:

  • Views expressed on the comments board are left at users’ discretion and are in no way views held or supported by Civil Society Media
  • Comments left by others may not be accurate, do not rely on them as fact
  • You may be misunderstood - sarcasm and humour can easily be taken out of context, try to be clear

Please:

  • Enjoy the opportunity to express your opinion and respect the right of others to express theirs
  • Confine your remarks to issues rather than personalities

Together we can keep our community a polite, respectful and intelligent platform for discussion.

Free eNews

Charity chief executive accused of stealing over £50,000 for greyhound gambling, holidays and shopping

5 May 2015

A charity boss has appeared in court accused of stealing over £50,000 of charity funds to spend on betting...

Homelessness charity goes into liquidation owing more than £900,000

5 May 2015

Cyrenians Cymru, the Welsh homelessness charity, has gone into liquidation owing £915,000 following the...

Church of England withdraws £12m of investment into fossil fuels as part of ethical investment pledge

1 May 2015

The Church of England has withdrawn £12m of fossil fuel investments as part of efforts to protect "the...

DEC Nepal Earthquake Appeal total reaches £38m

5 May 2015

The Disasters Emergency Committee has today announced that it has raised £38m since the launch of its...

Top 50 most influential survey 2015 now open

5 May 2015

Fundraising Magazine’s 50 Most Influential poll is open for voting for the next six weeks.

NSPCC announced as official partner for Virgin London Marathon 2016

1 May 2015

The NSPCC has targeted raising £2.3m in the Virgin London Marathon 2016 after being named today as the...

Less than half of people believe charity chief executives should be paid

5 May 2015

Fewer than one in two members of the public believe that the chief executives of charities should be paid...

Former Royal Horticultural Society head of operations admits attempting to defraud the charity of £700,000

1 May 2015

The former head of operations at the Royal Horticultural Society, pleaded guilty to one count of fraud...

Boycott Workfare encourages people to ‘name and shame’ charities involved in workfare

1 May 2015

Campaign group Boycott Workfare is encouraging activists to report to them any charities and organisations...

Join the discussion

Twitter button

@CivilSocietyIT