Web Strategy for NGO Client _ Online Fundraising

Hi Mike,

You don't mention exactly what they're involved in, and that's fine. And
there was no mention if they have an existing website. I mention those
two points for a reason.

There are quite a few resources available for NGO funding:

NGO funding

There are grants available from international institutions, national govts, as well
as private donations from foundations. I read that large corporations are more
willing to offer funds for NGOs for PR reasons. But given the economic climate, I
would imagine that is one sector that may be shrinking. However I would also
think healthy corps may be worth contacting.

As mentioned, I don't know if they have a developed website. Either way, you
can advise them on the kind of information that is best to include on their site
for any interested parties to readily see.

They have to sell themselves to acquire donations, grants, etc.

I found this that could be helpful in the PR and marketing areas:

"Funders generally require reporting and assessment, such information
is not necessarily publicly available." I took that from Wikipedia on
NGOs.

I'd advise them to have their site in order before launching any campaigns
to seek money.

Their website could include:

1. Who they are
2. The various programs they're involved with in Africa.
3. The history of those programs
4. Progress made with the programs including appropriate documentation.
5. Proof of NGO status and registration within the US.
6. Sections with photos of field work, successes, accomplishment, etc
7. A statement of their plans is important just as a potential investor wants
to see a business blueprint. What are their goals this year, next year, etc.
8. Reasons why they need funding beyond the 2 mil from USAID.
9. Anything else to lend credibility.

I would do as much research as you have time for and provide them with a
list of potential funding sources from all over the world.

You mentioned web strategy, but this really seems less of a web
strategy to me and more of an offline type marketing approach. They'll
need to inititate contacts with organizations and appropriate people to
establish whatever level of rapport they can.

You can offer to help with effective written communications from a
marketing perspective, non-hypey of course.

I would also suggest to avoid using emails as many of these organizations
probably receive a lot of email inquiries. However some may have
instructions on their websites related to applying for funding, etc.

Have them get in the habit of doing press releases to help make their name
more prominent. Any new developments or newsworthy items need a
press release. SEO optimized of course.

I recommend prweb.com and marketwire.com

Also, you can employ the strategy of including newsworthy items plus a
real story from the field. Think about what kind of stories are on the
news. They can use stories that are real human issue type stories, and
that may help with getting a major news outlet to write about it or
interview the NGO. That will obviously get them exposure which is what
they need.

Create a news page on their site and put all their press releases on the
page as they write them.

You can help them write good articles that are relevant to what they are
doing in Africa. Have them create an account at ezinearticles.

Publish the articles on their site, first. Make sure the article page is indexed
before submitting to ezinearticles.

Perform keyword research and SEO their site.

Do video marketing. Seems to me they should have video of things they
have done in Africa. They can create a channel at Youtube. Don't make
the videos epic in length, and make them interesting.

They can put videos on their site. SEO the videos on Youtube, too, so
they'll rank for whatever keywords they choose.

Try to get interviewed by a local newspaper. But maybe after a few
press releases have been published. If they have any really compelling
stories, then they can call newspapers (after the press release is done)
and tell them all about the story, etc, and ask for an interview.

Any press coverage gets put on their website, too.

Facebook - their organization should have an account.

Build a fan page. Get fans. Get friends.

Put a Paypal make a donation button on their site. But - be
careful with this. They need the right kind of Paypal acct, and
all the paperwork needs to be in order and submitted to Paypal
to avoid acct/funds suspension issues. It cannot be a personal
Paypal acct.

That's all I can think of at the moment. Hope it helps.

Ken