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Monetising traffic for non-profit

by jyamisha
5 replies
NOTE: This question is for a good cause. It's for a non-profit foundation that helps children, immigrants and people suffering from ethnic persecution. We are based in the US, but we run global programs.

I have identified 3 keywords that receive roughly 1.5M unique monthly searches on Google. These keywords are highly relevant to a small ethnic community. (I am a member of this ethnic community.)

I think I can easily achieve the top THREE organic Google search results for all three of these words, and quite possibly the top FIVE. (There is no competition in this area.) The reason for this is that I run a well-established global non-profit organization for this ethnic group.

My goal thereafter would be to sell a promotional t-shirt to raise money for my non-profit organization. (We're a legit organization with our 501(c)3 recognition, and our board includes professors from Harvard, Columbia, George Washington University, City University of New York and others.) We also qualify for free PPC advertising from the Google Foundation.

My question to this forum:

1) If I can get the top three spots on Google for this traffic, how much traffic do you think I can expect based on the 1.5M monthly queries.

2) How much of that traffic do you think I can reasonably convert into the sale of a promotional t-shirt? (Remember, I have limited competition, and I'm a recognized non-profit organization.)

3) Assume that my t-shirt design is interested to people outside my ethnic group; if I took advantage of free Google PPC ads for non-profit fundraising efforts, how successful do you think I could be at selling my t-shirts to the average American citizen? (Assume my designs are similar to Under Armour-- sports-oriented, high quality and distinctive graphic designs.)

My main goal is to establish an ongoing revenue stream for my non-profit foundation. This is really for a good cause.
#monetising #nonprofit #traffic
  • Profile picture of the author lcombs
    Can't truly give the answers to your questions.

    However, I can say, watch the ads, TV commercials for other non-profit groups and follow their lead.
    Copy their techniques, phrasing and general approach.
    It's common practice in marketing.
    A target conversion rate is usually 1 - 2 %. But, for a non-profit site aimed at a very particular niche, you may get as high as 3 - 4%.

    Hope this helps.
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  • Profile picture of the author MartinPlatt
    The answers to these questions depend on so many things:

    The position you rank in the search engine (the average percentage here varies between one spot and the next. From memory I think #1 is 42% of total)

    From that, you can count on a conversion rate around 1% if you're doing things reasonably well, less if you haven't nailed it yet, more if you're testing.

    So based purely on a #1 position in Google:

    1,500,000 * 42% = 630,000
    At a 1% conversion - 630K * 1% = 6300 sales.

    If the tshirts sold for $10, then that's $63K in sales per month.

    This will also depend on the quality of your site, and whether your solutions are truly helpful to the people searching for them.

    The whole thing is a rough guesstimate, based on averages - you keywords may be at the lower end of those averages. People might come to your site looking for information to help them rather than a t-shirt. There might not actually be many people willing to part with their cash for those keywords.

    To give you an idea, if the keyword was "ethnic persecution" this would indicate most people are looking for information, whereas something like "buy funny tshirt", for example, their intent is to buy a funny tshirt. One will be easy to sell to, the other, I don't know.

    With the none buying keyword, which I would guess is what you're targeting, you might get a few sales from it, but the conversion rate would be much lower than 1%.

    I hope that helps you a little...
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    Martin Platt
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    • Profile picture of the author jyamisha
      Thanks, Icombs and MartinPlatt. I realize that these are all ball park estimates, but they're actually quite helpful. I'm trying to get a sense of whether it's worth it for my small organization to invest in this as a revenue generator, and I think it is. Our revenue goals are modest, and even if I can only capture a portion of the ball parks you guys are throwing out, I can achieve success.

      As a quick follow up to you both, any idea of the relationship between 1 search vs. 1 visitor? In other words, does 1.5M searches / month = 1.5M people, or is there some ball park / industry standard of how many people / search there are for a specific key word?
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  • Profile picture of the author salegurus
    What is your foundation called or is it a secret?
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    Think of how stupid the average person is, and realize half of them are stupider than that.

    ― George Carlin
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