When they approached us in 2023, Friends of the Earth had a major fundraising goal on the horizon and knew that optimizing their search engine visibility could be the key to unlocking more donations. Together, we built a data-driven SEO for nonprofits strategy designed not only to increase organic traffic but also to maximize donor engagement, ensuring that their vital work reached more people ready to take action.
We kicked off our work back in 2023 with a comprehensive SEO audit, uncovering key obstacles that were limiting FoE’s online reach. These issues were not only suppressing their search visibility, making it harder for searchers to discover their valuable resources, but also preventing the FoE team from showcasing their impactful work. By identifying these roadblocks, we set the stage for a strategic overhaul that would enhance their online presence and drive meaningful engagement.
To tackle their SEO challenges and provide a clear roadmap for improvement, we delivered a detailed breakdown of the issues we uncovered along with strategic, prioritized solutions. With organization recommendations based on complexity and impact, we empowered the FoE team to make informed decisions, focusing first on the optimizations that would drive the greatest immediate results for their fundraising campaign while setting the stage for long-term growth.
Our ongoing partnership with FoE has been instrumental in refining their digital marketing strategy. Through continuous testing and strategic optimizations of their homepage calls-to-action (CTAs), we’ve helped drive stronger engagement and significantly boosted donations. And by leveraging these data-driven insights, we’ve fine-tuned user experience on the site to make it easier and more compelling for visitors to take action in support of FoE’s mission.
To increase donations, we implemented two key optimizations: a countdown clock on the donation bar and an additional donation button in both the header and footer. The countdown clock was designed to create a sense of urgency during high-impact fundraising campaigns like Earth Day and Giving Tuesday, successfully driving more immediate contributions. Its effectiveness was so significant that it has now become a staple in FoE’s ongoing fundraising strategy. Meanwhile, the additional donation buttons provided more opportunities for supporters to take action, helping to ensure sustained donor engagement.
Seemingly small but highly effective, we tested aligning the donation button language across the header, donation bar, and footer to create a more cohesive user experience. This simple adjustment delivered remarkable results, leading to a 144% increase in revenue per recipient. By ensuring consistency in messaging, we reduced friction and made the donation process clearer and more compelling for supporters. As a result, this optimization has become a permanent feature on FoE’s site, continuing to drive increased contributions and donor engagement.
Our partnership with Friends of the Earth has driven incredible success and a lasting impact on their website. From a strategic SEO overhaul to high-conversion donation optimizations, we’ve helped them amplify their reach, boost engagement, and significantly increase donations, especially through game-changing initiatives like their donation bar and countdown clock. As we continue refining and testing new strategies, our collaboration remains focused on empowering the FoE team with the digital tools they need to fuel their fight for a healthier planet.
