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

Savile charity to challenge victim compensation scheme

31 Jul 2014

The Jimmy Savile Charitable Trust has been granted permission to appeal against the agreed system of compensation...

Macmillan's voluntary income soars by £34.1m

31 Jul 2014

Macmillan Cancer Support raised £186.9m in 2013 – an increase of £34.1m on the previous year, according...

WCVA values voluntary sector contribution at £3.8bn

31 Jul 2014

The Welsh voluntary sector contributed £3.8bn to Wales’ economy last year, which is 8 per cent of the...

Macmillan's voluntary income soars by £34.1m

31 Jul 2014

Macmillan Cancer Support raised £186.9m in 2013 – an increase of £34.1m on the previous year, according...

Half of hospices in England saw NHS funding cut or frozen this year

31 Jul 2014

Half of hospices in England have had their statutory funding from the NHS either cut or frozen this year,...

Syria and Haiyan appeals boost Oxfam income by 6 per cent

30 Jul 2014

Oxfam’s total income rose by more than £21m to £389m in the year to March 2014, according to its annual...

Savile charity to challenge victim compensation scheme

31 Jul 2014

The Jimmy Savile Charitable Trust has been granted permission to appeal against the agreed system of compensation...

Cranfield Trust endorses stricter rules for new charities

31 Jul 2014

The Cranfield Trust has added its voice to the view that there are too many charities, recommending to...

Charity Commission to meet Society Network Foundation trustees this week

30 Jul 2014

The Charity Commission is meeting with the trustees of Society Network Foundation this week in an attempt...

Join the discussion

Twitter button

@CivilSocietyIT