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

Former Thomas Cook boss donates £3m to charity over hotel deaths

28 May 2015

Former Thomas Cook chief executive Harriet Green said she will donate more than £3m of a £10m shares...

Big Lottery Fund awards £7m to Plan UK and Save the Children to help rebuild typhoon-struck communities

28 May 2015

The Big Lottery Fund will award more than £7m to two UK charities to help rebuild communities in the...

Grant Thornton assistant manager jailed for more than three years over £726,000 charity embezzlement

27 May 2015

A former assistant manager at Grant Thornton has been jailed for 40 months after embezzling more than...

Breast Cancer Campaign breached IoF Code of Practice over fundraising call, FRSB rules

29 May 2015

A phone call made on behalf of Breast Cancer Campaign twice breached the Code of Fundraising Practice,...

Grayling: government will act to stop ‘gross exploitation’ of elderly people following Olive Cooke case

29 May 2015

The government will "bring forward measures to address issues in the charity sector" following the death...

Dispatches considers second investigation into charity fundraisers

28 May 2015

Channel 4 current affairs programme Dispatches is considering another investigation into fundraising,...

Big Society Capital chief executive to step down by end of year

29 May 2015

Nick O’Donohoe, the chief executive of Big Society Capital, has today announced that he will be leaving...

Commission: 'serious concerns' about charity asking sex crime director to reconsider resignation

29 May 2015

The Charity Commission has said it would have "serious regulatory concerns" if an aid charity presses...

National Trust for Scotland appoints new chief executive

29 May 2015

The National Trust for Scotland has announced that Simon Skinner has been appointed as its new chief executive....

Join the discussion

Twitter button

@CivilSocietyIT