Charities have a unique SEO problem: there’s not a lot of people searching to give to them, which makes keyword discovery difficult. I saw that with Mada Center, a soup kitchen in Montreal that I tried to do PPC for but we failed for lack of keywords, and recently have come across a similar challenge for Achiya, an Israeli charity for learning disabled kids whom I work with via illuminea, a web agency in Jerusalem.
Without giving away the farm, what we’ve decided to do is produce content to brand them as the experts about their issue, and target terms related to learning disabilities.
For instance, we want to give parents tips about coping with ADHD kids, giving techniques on doing homework with the kids and so forth.
Some that sell products as a means of fund-raising have it easier, or participate in well known stuff like ‘adopt-a-child programs’ but it’s generally uncommon for people to be searching for charities to give to.
I’d be curious to hear if you guys ever did SEO for a charity?