Disaster Fundraising - Keywords and conversion

Yahoo Buzz is reporting that the search term "Asia earthquake" is already on the decline only 4 days after an earthquake killed an estimated 30,000 people. The term was search 96% less today than yesterday. For all those nonprofits who are hoping to generate funds for this latest disaster via keyword advertising, you better be sure you were up and running on day one. The traffic is already lessening.

On another front, however, there has been concern that disaster donors are hard to convert to repeat donors. And with 4 major disasters in the last 10 months, many nonprofits have a significant number of new disaster donors. Conversion needs to be a primary focus for this group.

Start by thanking your donors loudly and often. The next step is to customize a communication plan for this group. Now may be the time to segment your email newsletter list. Emergency donors could get an emergency-update only version for the next several months. Overtime you can start to introduce other related stories, but keep the primary emphasis on the impacted areas these donors want to help.

That 's a wealth of information possibilities - food security in Africa for Niger famine donors. Rebuilding issues in all of central Asia and the Gulf Coast. Donors have been inundated by the media this year with terms like food-security, access to clean water, refugees vs. evacuees, providing safety for children. Use this heightened familiarity with global issues to connect with disaster donors and slowly expand their view past the disaster area.

2005 has truly been a disaster, but donors have opened their hearts again and again - let them know how much you value that generosity as you cultivate them into repeat givers.

All material copyrighted 2005