How Do Non-Profits Handle SEM Straight Talk With The American Cancer Society
Below is a MRR and PLR article in category Business -> subcategory Marketing.
How Non-Profits Approach SEM: Insights from the American Cancer Society
Summary
In a recent discussion with a non-profit organization, I explored how they handle SEO and SEM. While it wasn’t the initial topic, it sparked curiosity about how non-profits manage these strategies, given their costs and measurement challenges.Interview with David Neff, Director of Online Communications at the American Cancer Society’s High Plains Division
Can you introduce yourself and your role?
Certainly. I’m David Neff, the Director of Online Communications for the American Cancer Society’s High Plains Division.
What are your main responsibilities?
I oversee website design and maintenance, manage email campaigns, and handle any e-commerce activities.
Do you engage in search engine positioning for your websites?
Currently, we don’t focus heavily on search engine marketing. Our promotional efforts rely more on print ads and internet advertising, such as Google AdWords and banners.
Why isn't SEM a priority for the American Cancer Society?
Decisions are made at higher levels, and SEM isn't widely understood or prioritized. It’s not on their radar.
Has anyone advocated for SEM within your office?
Not yet. However, I’ve been noticing promising results and may consider pushing for SEM initiatives in the near future.
What types of internet advertising do you utilize?
We’ve used banner ads on PDA tools and major websites like WebMD. We’re also working on launching a golf pass ad campaign on various platforms, including Google.
How effective have Google ads been for you?
They’ve been very effective, especially during holiday periods. We find they convert better than some banner ads.
Who manages your Google advertising campaigns?
I do, but due to other responsibilities, I only check it occasionally. We lack the staff to manage it thoroughly.
How do you choose keywords for your Google campaigns?
Our communications team brainstorms likely search terms and uses Google’s tools for suggestions.
Have you considered other advertising platforms like Yahoo?
Not yet. My workload limits our ability to explore other avenues.
How many websites do you oversee?
I manage nine websites, each serving different purposes related to the cancer society’s mission.
Do these sites support cross-promotion?
Yes, we ensure our websites and print materials have consistent messaging and branding.
Would you like to change anything about your online campaigns?
I’d love to explore Yahoo ads and further optimize our search engine strategy, but time constraints make it challenging.
Is there resistance to pursuing SEO within your organization?
Not resistance, but a need for education. I need to demonstrate the importance of SEO in non-technical terms.
Any final thoughts on how our community can help the American Cancer Society?
We’re always grateful for support. Whether that’s linking to smaller sites like our golf pass or quit-smoking site, any effort to spread our message or aid fundraising is invaluable.
In conclusion, the American Cancer Society, like many non-profits, could benefit greatly from strategic SEM support. They welcome any expertise or assistance to broaden their outreach and impact.
You can find the original non-AI version of this article here: How Do Non-Profits Handle SEM Straight Talk With The American Cancer Society.
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