Avoiding Google’s Non-Responsive Penalty

July 26, 2016       The NonProfit Times      

Integrating communication streams across multiple channels on social media is the key to increasing donor retention and turning prospects into donors.

In a session called “Rapid Fire Ideas for Digital Fundraising,” during the recent Fundraising Day in New York, presenters Paul Habig, president of Sanky Communications and SankyNet, Carla Perlowin, director of digital fundraising for Covenant House, and Jason Wilson, director of digital fundraising at No Kid Hungry, addressed how to best utilize social media as an advertizing platform for organizations at Fundraising Day in New York.

One of the major points addressed in the presentation was the importance of mobile responsiveness. In the beginning, mobile-optimized sites were about improving donor experience and decreasing bounce rates. However, as of April 21, 2015, Google is penalizing non-mobile responsive sites.

One way to address the concern of mobile responsiveness is through Facebook Instant articles. These articles are an easy way to optimize pages for mobile visitors and decrease load times.

Blogging is another excellent platform to reach potential donors, and using the right platform is important. Using Medium or even Tumblr increases the number of donors seeing your message.

Working options across platforms, such as the newly-piloted donate button on Facebook or using YouTube as a donation portal, donation cards allow users to make a donation directly from videos. Livestreaming using Twitter’s Periscope or Facebook’s live stream feature are also excellent ways to engage supporters.

By making the most of social media across the board, organizations can reach a larger audience and therefore find more donors.

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