Developing an effective and affordable search engine marketing strategy for nonprofits
by Dave McMahon, Charla Griffy-Brown
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 5, No. 1/2, 2009

Abstract: 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.

Online publication date: Thu, 11-Dec-2008

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Internet Marketing and Advertising (IJIMA):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com