Charity Navigator

Project overview

Charity Navigator, the world’s largest independent evaluator of nonprofits, faced a significant challenge: declining traffic, an aging audience, and outdated marketing strategies. As a legacy organization founded in the early 2000s and built on ColdFusion, its digital presence was struggling to reach new audiences and drive engagement. The goal was to reverse the decline in traffic, expand donor engagement, and modernize the brand’s marketing approach. In my role as Head of Consumer Innovation and Engagement, I oversaw the strategy and activation for each component of the project.

Strategy & Execution:

1. SEO & SEM Optimization

  • Conducted a full-site search engine optimization (SEO) overhaul, making the website more discoverable and user-friendly.

  • Created and implemented a sitemap for the first time, ensuring content was properly indexed by search engines.

  • Optimized key landing pages and blog content to improve rankings for high-intent search queries.

2. Social Media Advertising & Crisis Response

  • Developed and launched targeted social media ad campaigns on Facebook, Twitter, and Instagram.

  • Leveraged global crises and seasonal giving moments to drive awareness and increase donations.

  • Designed ad creative that resonated with users looking for reliable charities, leading to higher engagement and conversions.

3. Content Strategy & Strategic Partnerships

  • Implemented a data-driven content calendar, aligning blog posts and donor outreach with trending topics and user interest.

  • Established partnerships with industry leaders and influencers to amplify Charity Navigator’s reach.

  • Created engaging, trust-building content to position Charity Navigator as the go-to resource for evaluating charities.

Results & Impact:

  • +11% year-over-year increase in total site visits (in the millions).

  • +194% year-over-year increase in total blog visits, showcasing the success of the content strategy.

  • +173% year-over-year increase in total donors across all charities listed on the platform.

  • +32% year-over-year growth in email subscribers, strengthening long-term donor engagement.

  • 10x increase in media reach, amplifying Charity Navigator’s brand authority in the nonprofit space.

Key Takeaways:

  • Strategic SEO and content improvements drive long-term engagement and traffic growth.

  • Social media advertising is critical for real-time donor engagement, especially during crisis moments.

  • Data-driven partnerships and content calendars create sustained brand visibility and user trust.

  • Legacy organizations can successfully modernize by leveraging digital strategies that align with user behavior and giving trends.

By implementing a multi-faceted SEO, content, and advertising strategy, we were able to reverse Charity Navigator’s declining traffic and transform its digital presence into a high-engagement, donor-driven platform.