Search Engine Marketing

In its whitepaper “The Effects of DRTV on Search Engine Marketing,” multichannel-marketing company SendTec (www.sendtec.com) examines “the enormous impact DRTV has on search engine marketing, both on organic and on paid search listings, and how it can easily throw off the allocation of expenses and sales to both channels.” The key takeaways from the paper include that: * Search is a significant channel for DRTV response; * In order to calculate your true cost-per-response, you must factor in DRTV-driven search traffic; * You must be careful not to “double pay” for search traffic that already is being driven by your DRTV activities; and * DRTV has a

The growth in recent years of online contributions to disaster-relief organizations clearly illustrates that Web fundraising has come of age. Consider the online giving that the American Red Cross has generated following major disasters: $64 million related to the Sept. 11 terrorist attacks (2001); $140 million in the wake of the Southeast Asia tsunami (2004); and $479 million after Hurricane Katrina (2005). Also telling is that the percentage of individual donor funds raised online (excluding corporate contributions) grew from 29 percent for Sept. 11 to 55 percent for the tsunami, illustrating that donors have become increasingly comfortable giving over the Internet.

I have a love/hate relationship with my own stupidity. I love it when I learn something that I didn’t even know I didn’t know. But I hate it when I have to acknowledge, even to myself, that I didn’t know it.

Search-engine optimization is nothing more than modifying Web page content and code to get free, organic lists in the search engines for targeted search terms. But as online strategist Liz Murphy, partner at Red Boots Consulting, explains, effective search-engine marketing also employs pay-per-click advertising (buying relevant search terms from the search engines at a per-click cost) and search-engine PR (getting your Web content and press releases top visibility in search engines, news sites and search-engine news pages). Here, Murphy offers five quick tips for search-engine marketing success: 1. Be creative and strategic in selecting keyword-search terms. Keyword research identifies new opportunities to drive

The next time one of your donors performs a Web search, your organization could see 50 cents in gross revenue.

Freelanthropy, a new online-services provider founded to help nonprofits develop branding and communications solutions through Web publishing, e-mail marketing, and search and navigation, has developed the Freelanthropy Toolbar for donors and prospects to download and use for free, with all sponsored-search revenue and affiliate-merchant sales split evenly between Freelanthropy and the individual user’s preferred charity.