Overview
Client: BetterWorld
Industry: Fundraising and Nonprofit Technology
Market: United States
Challenge: Scale organic visibility and user acquisitions in competitive nonprofit space
Industry: Fundraising and Nonprofit Technology
Market: United States
Challenge: Scale organic visibility and user acquisitions in competitive nonprofit space
The Challenge
BetterWorld faced a common problem for fundraising platforms: paid advertising was eating into margins while organic search remained largely untapped. They needed to reach nonprofit organizations and individual fundraisers actively searching for donation solutions, but traditional content production was too slow and expensive to compete with established platforms.
The nonprofit fundraising space is highly competitive. Organizations are searching for trusted, established platforms. New entrants struggle to build the content volume and topical authority needed to rank for crucial search terms like “best fundraising platforms” or “how to start a fundraiser online.”
The nonprofit fundraising space is highly competitive. Organizations are searching for trusted, established platforms. New entrants struggle to build the content volume and topical authority needed to rank for crucial search terms like “best fundraising platforms” or “how to start a fundraiser online.”
Our Approach
We started by mapping the complete fundraising journey. What questions do nonprofit directors ask before choosing a platform? What concerns do individual fundraisers have? We found hundreds of high-intent search queries that BetterWorld wasn’t ranking for.
Rather than competing head-to-head with established players on brand terms, we focused on building comprehensive guides, comparison content, and educational resources. The goal was to become the resource people found when researching fundraising solutions.
We implemented content systems that could produce high-quality, research-backed articles at scale. Each piece was optimized not just for keywords, but for genuinely answering searcher questions. We avoided thin content and focused on depth, using primary research, case examples, and actionable advice.
Technical infrastructure was equally important. We rebuilt site architecture to support content discoverability, improved page speed to reduce bounce rates, and implemented structured data to help search engines understand content relevance.
Rather than competing head-to-head with established players on brand terms, we focused on building comprehensive guides, comparison content, and educational resources. The goal was to become the resource people found when researching fundraising solutions.
We implemented content systems that could produce high-quality, research-backed articles at scale. Each piece was optimized not just for keywords, but for genuinely answering searcher questions. We avoided thin content and focused on depth, using primary research, case examples, and actionable advice.
Technical infrastructure was equally important. We rebuilt site architecture to support content discoverability, improved page speed to reduce bounce rates, and implemented structured data to help search engines understand content relevance.
What We Did
Month 1-2: Foundation and Research
- ✓Conducted competitive gap analysis across top fundraising platforms
- ✓Mapped 400 plus high-intent search queries across the fundraising journey
- ✓Audited existing content for gaps and optimization opportunities
- ✓Built technical SEO foundation: site speed, crawlability, structured data
Month 3-4: Content Pillar Development
- ✓Created comprehensive guides on nonprofit fundraising strategies
- ✓Developed comparison content for platform evaluation stage
- ✓Built educational resources addressing common fundraising challenges
- ✓Optimized existing high-traffic pages for conversion
Month 5-6: Scaling and Optimization
- ✓Implemented content production systems for sustainable scaling
- ✓Enhanced internal linking to distribute authority across pages
- ✓Built backlink acquisition strategy through digital PR and partnerships
- ✓Continuously tested and optimized conversion paths
Ongoing: Monitoring and Refinement
- ✓Weekly tracking of keyword rankings and traffic patterns
- ✓Monthly content performance reviews and optimization cycles
- ✓Quarterly strategy adjustments based on search landscape changes
- ✓Regular technical audits to maintain site health
The Results
Within six months, organic search became BetterWorld’s primary user acquisition channel:
Traffic Growth
Traffic Growth
- ✓317% increase in non-brand organic traffic year over year
- ✓Moved from page 3-5 to page 1 for 60 plus target keywords
- ✓Achieved top 3 rankings for crucial comparison and “best of” queries
Business Impact
- ✓200% growth in organic sign-ups, reducing reliance on paid channels
- ✓65% reduction in cost per acquisition through organic channel
- ✓Established thought leadership positioning in fundraising education
Search Visibility
- ✓400% increase in total search visibility across target keyword set
- ✓Ranking for 1,200 plus additional keywords not previously indexed
- ✓Featured snippet positions for 30 plus high-traffic queries
What Made This Work
The key was treating content as a genuine resource, not just an SEO tactic. Every article needed to serve someone actively trying to solve a fundraising problem. We avoided jargon, provided specific examples, and included actionable steps readers could implement.
We also built content velocity without sacrificing quality. By creating systems and templates, we could produce comprehensive guides faster while maintaining editorial standards. This let us compete with larger platforms that had years of content head start.
Technical excellence mattered as much as content. Fast load times, clean site architecture, and proper structured data helped search engines understand and rank content quickly. We treated technical SEO as the foundation that let content shine, not an afterthought.
Finally, we focused on the metrics that mattered: sign-ups and user acquisition cost, not just traffic. Every piece of content included clear conversion paths. We continuously tested headlines, calls to action, and page layouts to improve conversion rates alongside traffic growth.
We also built content velocity without sacrificing quality. By creating systems and templates, we could produce comprehensive guides faster while maintaining editorial standards. This let us compete with larger platforms that had years of content head start.
Technical excellence mattered as much as content. Fast load times, clean site architecture, and proper structured data helped search engines understand and rank content quickly. We treated technical SEO as the foundation that let content shine, not an afterthought.
Finally, we focused on the metrics that mattered: sign-ups and user acquisition cost, not just traffic. Every piece of content included clear conversion paths. We continuously tested headlines, calls to action, and page layouts to improve conversion rates alongside traffic growth.
Lessons for Fundraising and Nonprofit Platforms
Start with search intent, not keywords. Understand what your potential users are actually trying to accomplish. Build content that helps them make decisions, not just content that includes keywords.
Content depth beats content volume. One comprehensive guide that ranks for 50 related terms is more valuable than 50 thin articles that rank for nothing. Focus on becoming the definitive resource for topics related to your platform.
Technical SEO is not optional. Great content on a slow, poorly structured site will underperform mediocre content on a well-optimized site. Build the technical foundation first.
Organic search can replace paid channels. For platforms with high customer lifetime value, investing in organic search often provides better long-term ROI than paid advertising. The traffic compounds over time rather than stopping when you stop paying.
Build for humans, optimize for search engines. The best SEO strategy is creating genuinely useful content. If people find your content helpful, they will link to it, share it, and return to it. That behavior signals quality to search engines better than any technical optimization.
Content depth beats content volume. One comprehensive guide that ranks for 50 related terms is more valuable than 50 thin articles that rank for nothing. Focus on becoming the definitive resource for topics related to your platform.
Technical SEO is not optional. Great content on a slow, poorly structured site will underperform mediocre content on a well-optimized site. Build the technical foundation first.
Organic search can replace paid channels. For platforms with high customer lifetime value, investing in organic search often provides better long-term ROI than paid advertising. The traffic compounds over time rather than stopping when you stop paying.
Build for humans, optimize for search engines. The best SEO strategy is creating genuinely useful content. If people find your content helpful, they will link to it, share it, and return to it. That behavior signals quality to search engines better than any technical optimization.
Services Delivered
- ✓Comprehensive SEO Audit and Strategy
- ✓Content Strategy and Pillar Development
- ✓Technical SEO Implementation
- ✓Content Creation and Optimization
- ✓Conversion Rate Optimization
- ✓Performance Monitoring and Reporting
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