Developing an effective and affordable search engine marketing strategy for nonprofits

The authors propose a Search-Engine Marketing (SEM) process for nonprofit organisations that optimises organic search results. It is easy to adapt to the particular goals of different nonprofits and is within reach of nonprofits' limited personnel and financial resources. This process enables the organisation to fine-tune its web presence according to its values and the feedback from the marketplace regarding keywords and search terms that potential constituents might find useful to them. It answers the call in the literature to nonprofits for a finer-grained approach to segmentation, more specific targeting and better branding differentiation through values.