3. Executive Summary
• Mission: Provide talented individuals with meaningful pro
bono experiences in order to build capacity for social good
organizations.
• Goal: Increase traffic to website and build brand awareness
resulting in the growth of Catchafire’s volunteer pool, new
relationships with “for good” organizations and increased
opportunity to create a greater good.
• Recommendations Include: Re-envisioned site structure based
on backend architecture, new content opportunities to engage
site visitors/users creating volunteer loyalty, PR link building
for overall brand awareness and credibility, refocused SEO,
and a new PPC strategy.
5. Volunteering Market Snapshot
there were nonprofit of nonprofits
1,958,158
organizations
in the U.S. in
95% agree they need
more pro bono or
2009* skilled volunteer
support**
nearly
volunteered for/ Blogs, wikis and
64.3 through an organiza- social networks
tion at least once btw
million Sept. 2010 & Sept.
provide a viral
means of
2011 in the U.S.* communicating
environmental and
8.1 volunteered by 64.3 social needs
throughout the
billion million volunteers—
valued at $173 billion** world
hours
*U.S. Bureau of Labor Statistics
** Corporation for National and Community Services
6. Catchafire Overview
• Teams up non-profits that pay a fee to be teamed up with professional and passionate
Business skilled-volunteers who do pro bono work
Model
• Conversion of organizations (completing the online registration process)
Business • Conversion of professionals (completing the online registration process)
Goals
Business
• Once volunteers commit to a project there is a lack of execution
Challenge
• Office professionals and creatives (e.g. designers, copywriters, producers, etc.) for
Target volunteers
Audience
• Reach, sign-ups/leads, bounce rate, CTR, Quality Score, CPC
KPIs
*No prior SEO/SEM efforts
7. Website Analysis & Audit
Log-in
based site • Visitors’ overview*:
• Average number of visits
Flash-based
content & images per month: 12,737
are alt-tagged but • Average unique visits per
could be optimized month: 8,106
• Average monthly page
views: 56,879
• Average number of
pages/visit per month:
Blog needs
4.46
more prominence • Bounce Rate: 46.99%
& more • Average site duration per
frequently
visit: 00:04:19
updated content
Links to press
mentions
*Visitor Data: (July 1, 2011 - June 30, 2012)
8. SEO Audit
• Meta Description exceeds search engines’ character limit • An XML sitemap cannot be found in the root, or
• H1 Tag is not descriptive of what the page is about through robots.txt, which presents an
• H2 tag needs to be keyword -rich indexation problem where only a small
• Meta keywords do not match the keywords Catchafire percentage of all pages are actually in the
Site Architecture Accessibility
wants to target search engine index.
• ALT text describes images or videos
• The URLs are clean, but do not always match the keywords • Googlebot is blocked from accessing a site due
• Navigation; use underscores, not hyphens.
to the site’s log-in requirement, which directly
• Anchor Texts need to be keyword rich
affects Googlebot’s ability to crawl and index
the site’s content.
• Catchafire.org ranks number one for the following
keywords: Twitter: 9,015 Followers; 812 Total Mentions (July
• Rachael Chong, the CEO & Founder 2011 – July 2012) out of which 16.7% were
• Catchafire
influential
• Catchafire.org
Authority
• Catchafire.org ranks number 4 for skill-based
volunteer and number 7 for volunteer matching
Social Engagement
Facebook: 2,214 Likes; 770 Total Shares
• A total of 7,000 links direct to this page. The external
links are from reputable and trustworthy sites such as
Mashable, The NY Times, and AdAge, FastCompany,
etc.
9. Competitive Analysis
Competitor Description SERP PPC Monthly PPC SEO
Rankings Budget Clicks Google Total
Keywords Links
Catchafire.org E-harmony for Ranks #1 for
skilled-based branded keywords
professionals & & #7 for for $0 0 0 596
non-profits volunteer matching
Volunteer Connects Ranks #1 on both
match.org nonprofit paid & organic
organizations search for the $859 - 613-856 831 2,810
with volunteers keyword volunteer $1,335
of all types and & all of its
interests variations.
Avg. Ad Position: 3
Sparked.com A platform for Ranks #1 on
employee, organic SERP for
customer, and “volunteering for $0 0 0 452
volunteer busy people” &
engagement “microvolunteering
”
Idealist.org Search engine Ranks #7 on paid
for finding search for
volunteer opps., “international $19,000 - 8,600 30,823 11,503
nonprofit jobs, nonprofit jobs” and $28,500
internships, and related terms.
orgs. Focuses more on
nonprofit jobs than
volunteering
11. Meet the Catchafire Personas
The “Busy, Busy, Busy” The Overcommitted The Creative
Typically volunteers who do not sit Volunteers who commit to projects Volunteers who give their skills
still & always keep busy. Looks for when they’re too busy to execute. pro-bono as a designers of Web
a lot of short-term volunteer Have great intentions, but don’t sites & infographics;
projects to make a big impact. complete their projects on time. Photographers, video producers
The Not-So Savvy Social Good-Doers Social Enterprise Entrepreneurs
Typically these non-profit owners are not tech or Typically busy entrepreneurs looking for skilled
marketing savvy, but are looking for medium- to long volunteers in marketing and strategy areas.
-term volunteers who can complement the skills
needed for the non-profit to grow
12. On-Page Optimization
TITLE: Volunteering for Busy Professionals Based on Skills - Catchafire
H1 HEADER TAG: Matching Professionals Who Volunteer With
Non-Profits and Social Enterprises Based on Skills
META DESCRIPTION: Catchafire matches professio-
nally-skilled volunteers with nonprofits and social
enterprises.
ALT ATTRIBUTE FOR PHOTOS: Some compelling text about
volunteering for busy professionals based on skills. This would
be a good place to describe successful matching between
professionals and non-profits and social enterprises.
URL: http://www.catchafire.org/skill-basedvolunteering
13. Off-Page Optimization
Identify influencers and contact them to gather related organic links by:
• Socially engaging with their content (Retweets, @Mentions, Shares)
• Emailing them with Catchafire-related information
• Ask them to link to the page
• @AmanSinghCSR • @Deborah909 • realizedworth.blogspot.com
• amansinghcsr.wordpress.com deborahelizabethfinn.com
• @realizedworth
• facebook.com/Realizedworth
14. SEO Keywords – Rank Analysis
Keyword Rank Competition in top 30
Catchafire 1 No
Non Profit No Rank No
Non Profit Volunteers 30+ Yes 5+
Skills based 7 Yes (ranking 5+)
Skills-based Volunteering 4 Yes
Social Enterprise No Rank No
Volunteer 30+ Yes
Volunteer Jobs 30+ Yes
Volunteer Matching 2 Yes
Volunteer recruitment No Rank Yes 5+ (volunteermatch.org)
Volunteer Skills 3 Yes (2+)
Volunteering 30+ Yes
15. PPC Strategy
TV
Volunteering
• Location: United States television
Awareness
• Keyword Match type: Broad
• Devices: Laptops and Types of
Volunteering
Desktops
• Campaigns: Generic, Branded Professional
Volunteering;
& Localized Skills
Consideration Volunteering
• Due to low marketing budget
and high competition on How to
volunteer with
generic terms such as Decision Catchafire
volunteering, non-profits,
and pro bono work-related Register for
keywords, branded and Purchase Catchafire
localized, and long-tailed
keywords will be targeted
19. Professional Recruitment Projections
• Total monthly clicks: 2,423.4
• Professional Recruitment conversion rate: 1.70%
• Projected number of monthly signups from volunteers: 42.
Social Organizations Projections
• Total monthly clicks: 556.6
• Social Enterprise conversion rate: 0.60%
• Projected number of monthly enrolment from organizations:
4.
