Driving Nonprofit SEO and Fundraising Growth for Friends of the Earth
When Friends of the Earth (FoE) partnered with us in 2023, they had a major fundraising goal ahead—and recognized that improving search engine optimization for nonprofits could be a powerful driver of donations. Together, we developed a data-driven nonprofit SEO strategy designed to increase organic search visibility, attract high-intent visitors, and convert more supporters into donors.
Our goal was not just to grow traffic, but to ensure FoE’s critical environmental work reached people ready to take action.
Comprehensive SEO Audit and Strategic Roadmap
We began with a comprehensive SEO audit, identifying technical, content, and structural issues that were limiting FoE’s search visibility. These challenges made it harder for users to discover FoE’s resources and reduced the organization’s ability to highlight its impact.
By uncovering these roadblocks early, we created a clear foundation for a strategic SEO overhaul focused on:
- Improving organic search performance
- Increasing discoverability of key campaigns and resources
- Strengthening content alignment with donor intent
Prioritized SEO Recommendations for Immediate and Long-Term Impact
To support FoE’s fundraising timeline, we delivered a prioritized SEO roadmap that broke down issues by complexity and potential impact. This allowed the FoE team to focus first on optimizations that would drive the fastest results for their upcoming campaign—while also setting the stage for sustainable, long-term growth.
The results were immediate and significant.
Within the first year, FoE saw a 104% increase in organic search traffic.
Ongoing SEO, UX Testing, and Donation Optimization
Our ongoing partnership with Friends of the Earth has focused on continuous SEO optimization and conversion rate testing. By regularly testing homepage calls-to-action (CTAs) and donation pathways, we helped increase engagement and significantly boost donations.
Using data-driven insights, we refined the site’s user experience to make it easier—and more compelling—for visitors to support FoE’s mission.
High-Impact Fundraising Enhancements
To further increase donations, we implemented two key conversion optimizations:
- A countdown clock in the donation bar, designed to create urgency during high-impact campaigns such as Earth Day and Giving Tuesday
- Additional donation buttons in the site header and footer, increasing visibility and opportunities to give
The countdown clock proved especially effective and has since become a permanent component of FoE’s fundraising strategy.
Small UX Changes, Big Revenue Gains
We also tested aligning donation button language across the header, donation bar, and footer to create a more cohesive and intuitive user experience. This seemingly small change reduced friction and clarified the donation process—resulting in a 144% increase in revenue per recipient.
Due to its success, this optimization is now a permanent feature on FoE’s website.
A/B Testing to Improve Donation Conversions
A key part of our ongoing work with Friends of the Earth is A/B testing focused on improving donation conversions. While this phase of the partnership did not involve a full website rebuild, we still conducted targeted testing using VWO to validate changes and reduce risk.
Most testing was concentrated on the homepage, where donation behavior is highest. Our goal was to identify small, data-backed changes that could meaningfully improve fundraising performance without disrupting the overall site experience.
One of the most successful tests focused on donation bar button language. We tested a time-based call to action—“Donate Now” versus a more generic “Donate.” The test produced a clear winner, with the time-based CTA driving higher conversion rates. This insight reinforced the importance of urgency in donation messaging and informed future fundraising optimizations.
In addition to CTA testing, we supported Friends of the Earth during the rollout of a new CRM, helping test donation flows and ensure a smooth transition for both staff and supporters. These targeted experiments allowed FoE to move forward with confidence, using real user data to guide decisions rather than assumptions.
Measurable Results and Lasting Impact
Through a combination of nonprofit SEO strategy, conversion optimization, and ongoing testing, our partnership with Friends of the Earth has delivered measurable, lasting results. From a 104% increase in organic traffic to dramatic gains in donation revenue, these improvements continue to support FoE’s mission to protect the planet.
As we continue refining and testing new strategies, our collaboration remains focused on equipping the FoE team with the digital tools they need to grow their reach, engage supporters, and drive meaningful action for a healthier planet.
