Question: “Do you have any experience working with community foundation websites and SEO best practices? We are kicking off our new website soon and want to get ahead on content.”
Dear Reader,
Thanks for reaching out! We’ve worked with several community foundations on websites, and SEO is always a hot topic. However, here’s the good news: SEO, while important, doesn’t need to be a massive focus for your foundation's website. Here’s why and how to prioritize your efforts.
SEO in the Context of Community Foundations
In our experience, the pages that attract the most organic traffic for community foundations are very predictable:
Home page
Grants
Scholarships
About Us
Staff and Board
Contact Us
These pages typically draw traffic from people looking for information about applying for grants, scholarships, or ways to get in touch. You’ll find that donors and advisors rarely stumble across your site through organic search because they often aren’t aware of what community foundations do, and they aren’t actively searching for services like donor-advised funds or charitable giving advice.
What Should You Focus On?
Even though SEO won’t be a huge traffic driver, you should cover the basics to ensure that Google understands your site and your audience can easily find the information they need via a search engine. Here are our recommendations:
1. Basic SEO Setup
Meta Tags and Alt Tags: Make sure each page has unique meta titles and descriptions with relevant keywords. Add alt text to all images so Google can “see” them.
Google Business Profile: Claim and optimize your Google Business page to improve local search results. Encourage reviews from donors and partners to build credibility. And get more mileage out of your Facebook posts by also posting them on your Google profile.
Keyword Research: Focus on what people are likely to search for—like “community grants in [your city]” or “how to apply for scholarships”—but don’t spend excessive time optimizing for low-volume terms.
2. Content Focus
Keep it Simple: Many successful foundations have relatively simple websites. We've found that most content on websites is there for convenient reference during a donor conversation, or as a place to learn more after someone reads about a topic in an email, social post, or news story.
Purpose-Driven Pages: Think about how each of your target audiences—donors, nonprofit partners, professional advisors—might use your site. Create pages that cater to their needs, like providing sample bequest language or listing important forms for advisors.
3. Traffic Drivers
Communications Over Clicks: Most of your website traffic will come from direct communication efforts—emails, social media, newsletters—rather than organic search. It’s best to put the core information your audience needs right in those communications instead of making them click to your site. (Why make them come to you when you can go to them?)
Evergreen Pages: Pages that provide long-term value, such as “How to Establish a Fund” or “Our Community Impact,” will be more beneficial than writing blog posts every week. Quality over quantity!
4. Local SEO
Partner with Local Media: Get links back to your site by partnering with local organizations or hosting events that attract press coverage. External links from reputable local sources boost your visibility on search engines.
Getting Specific: The Essentials
Indeed, there are some good website practices that you shouldn't forget. Here’s a checklist that can help your community foundation website play well with Google without overcomplicating things:
Mobile Optimization: Ensure your site is mobile-friendly and loads quickly on all devices.
Internal Linking: Link between key pages within your site, like directing users from “How to Give” to “Donor-Advised Funds.”
Page Speed: Compress images and minimize unnecessary code to improve load times.
Local Keywords: Use keywords relevant to your community, such as “[city] community foundation,” “local grants,” and “charitable giving in [region].” This is especially important if your foundation covers many communities or counties.
Simple Navigation: Make it easy for users to find what they’re looking for—whether it’s applying for a grant or learning how to donate.
Regular Updates: Refresh older content periodically and make sure you add any new initiatives or programs to your site.
Lastly, we recommend keeping an eye on what search terms are driving traffic to your site through Google Search Console. If you notice any unexpected keywords generating visits, you can adjust your content strategy accordingly.
Final Thought: SEO Is a Tool, Not the Goal
SEO can help ensure that the right people find your website, but for community foundations, it’s just one piece of the puzzle. The real key is ensuring that your website makes it easy for your audience to engage with you—whether they want to donate, apply for grants, or partner with your foundation to make an impact.
Best of luck with your new website, and don’t hesitate to reach out if you have more questions!
Warm regards,
The CFGI Team