Getting more traffic to your website ...
This means you’ve attracted visitors through social media, online and offline ads, or referrals. How does that happen? It starts with understanding the difference between your unique angle and your unique value proposition (UVP). And how to attract search engines, as well as people. There are three simple steps you can apply, but first let’s illustrate the difference between a unique angle and a unique value proposition.
To stand out from a crowded Internet can be intimidating. It doesn’t matter if you own a business selling products and services. Or run a nonprofit organization helping widows and orphans. Your unique angle is what attracts website traffic. Your unique value proposition is your promise to your readers.
Take Mustard Seed International, for example. Their unique angle is training local indigenous leaders in remote and under-serviced areas to start elementary schools where there have never been schools before.
Later on we’ll take a look at Mustard Seed’s Google description. Let’s see if they describe their unique angle. But first let’s examine what Mustard Seed has to contend with on a very crowded Internet.
Because nonprofits are everywhere online.
They represent education, politics, emergency relief – the list goes on. Inside Philanthropy explains, “diversity of groups really does ensure that every angle of an issue is covered.” Even though some specific issues “can also be crowded with different nonprofits pursuing roughly the same mission.”
Why this matters to you
Does your nonprofit organization show your unique angle clearly?
Your reader is wondering, “Why should I support this nonprofit when so many others are similar?”
Aha! Get it now? To stand out from the crowded nonprofit world your unique angle can attract attention. You can engage your traffic, prospects, and donors with your unique message. They love to read about thankful, informative stories. They want to know how you help others – and make a difference in this world.They want openness, honesty, and transparency about your struggles and your successes. But they also want to identify with the honesty and struggles of your clients.
As you share these stories, echo the thoughts of your readers in your content, and your website will …
- Rank higher on Google results page
- Attract donor prospects to donate
- Delight donors to continue to support you and share with others
Here’s how it works
Imagine your donor prospect is searching for your cause to support. Say, a child’s education in another country because she’s just become a new grandma. Her heart is overflowing with joy. Her love for this little bundle born into a healthy and educated family overflows. She wants to share her joy with another child who may not have the same opportunities.
So, she types “educate a child overseas” into Google.
See the screenshot below. This Google SERP (search engine results page) lists several options. The first one might prompt her to click on it. The title, Educate a Child International, is relevant to what she is looking for. But the description does not provide a reason to click. In fact it’s boring.
The second one is not relevant as she is not looking to send her grandchild overseas.
But the rest on the list trigger an emotional reaction within this loving grandma. They don’t bore her with details of the organization’s work. Like, “we’ve been helping educate children for 12 years.”
Instead, these SERP descriptions include unique angles that make Grandma want to help.
- Every child has the right to an education (Absolutely! Agrees Grandma)
- More than half the world’s school-aged children are not learning (What! exclaims Grandma.)
- For migrant children (Hmmm, ponders Grandma.)
- 60 million … children aren’t in school (Shocking! Grandma glares as she realizes most of them are girls)
- Fights poverty, hunger and malnutrition … limited access to education (Shouldn’t be, says Grandma)
- We are committed to free access to education (Right on! Grandma approves)
It’s easier than you may think to get donor prospects to click on your Google description and donate to your cause. Optimize your description with the best keywords and phrases. Tie them in with your unique angle. SEO is still effective and necessary in attracting the right traffic to your website.
STEP 1: Optimize EVERY page on your website
A search engine description is not the only place to optimize. There are several important places on every webpage. Insert your keywords in the headlines and paragraphs, of course.
But also add keywords to the HTML attribute fields for your page’s title tag, URL path, photos, and graphics.
Find these HTML fields through the dashboard of your content management system. This is important to help search engines find your page and index it for people searching for that topic.
Optimize simply means to take action in making the best or most effective use of a situation or resource. Blackbaud Institute says, “As you tweak your strategies for 2019, remember that your entire giving experience must be optimized from engagement to communication to donation to acknowledgment. Expect to see a widening gap between organizations that are continuously optimizing and those that are standing still.”
As you tweak your strategies, remember the power of (key) words to tell your story. But when you actually sit down to write your stories, you may find it not as easy as you first thought. Here is a Hubspot blog post that may help - 5 Elements Of A Compelling Nonprofit Story.
STEP 2: Attract readers with a PROMISE | Your Unique Value Proposition
Of course you must keep that promise. This is where your unique angle is clearly expressed with your Unique Value Proposition. The two are not necessarily the same. Your unique angle relates more to your mission – what you do and how you do it. While the UVP compels a reader to keep reading because of the potential benefit to her, usually the feel-good-emotion for the nonprofit donor.
Making sure that your unique angle is clearly described in a Google SERP is only the start. Making sure that your UVP is clearly expressed compels a reader to support your mission. She wants to receive that benefit.
Consider Stand Up for the Cure
They promise fun and family events when you support their cause. That’s their unique value proposition. Have fun while helping to find a cure for cancer. Makes it much easier to support such a serious issue, doesn't it?
What's your Mission | Unique Angle?
Your mission is your unique angle. Other nonprofit organizations have their mission. What is unique about yours? Write it down. This becomes your Mission Statement ...
- Identify your purpose for existing
- Identify the people group you serve, and how
- Identify the value you offer to your people group
- Identify the promise to your donors and volunteers
Here are some things to keep in mind …
- Clearly express your value system that your donor prospect identifies with (i.e. the above grandma values a child’s education).
- An issue your prospective donor can identify with (i.e. grandma abhors the thought that many girls are not educated at all).
- Ease feelings of guilt or helplessness (i.e. grandma’s feeling of helplessness about children overseas with no education.)
- Offer a tangible incentive (i.e. a gift for donation, receive a letter from a happy newly educated child, tax break by year’s end, etc.)
- Shine your light on your unique angle and UVP through clearly written descriptions
Jesus said, “I am the Light of the world” (John 8:12). Isn’t it interesting you cannot see light unless it is reflecting off of something? As you shine your (Jesus) light on your cause, does it reflect off your unique angle? Does it reflect off your unique value proposition? If it does, then it will also reflect off your reader as they engage with you to support your God-given mission.
One way to make your light shine, reflect and attract more website traffic is to create clear descriptions used in Google searches and other search engines. More on that later.
STEP 3: Make it easy for your prospect donor to become a donor.
Sometimes, a prospect wants to help, but can’t find a way to do it easily. Does your contact information appear on every page? Do you respond to inquiries within one or two business days?
Is the donate button in the wrong place? They may have to scroll down the page to find it, for example. (Hint: Very few people will bother to scroll.)
Or perhaps the color of the donate button blends in and isn’t easily visible. Design and color are very important in getting people to click where you want them to click.
Using your UVP in your call-to-action text ramps up the conversions. Instead of simply, “donate” on your button. Experiment with different UVP keywords over time. But be sure to analyze, keep records, and tweak as necessary.
These are simple and easy steps you can take to improve traffic to your website. And inspire prospects to become donors. Now it's time to ...
Test your knowledge
As promised, here is Mustard Seed’s Google description. Make your light shine by testing your knowledge in what you've learned today. If you've gone to their website and read their content you will discover what a wonderful service they do in Southeast Asia. Do you think Mustard Seed utilizes its unique angle or unique value proposition in their Google description? Would you write a different description?
Remember, the unique angle is "training local indigenous leaders in remote and under-serviced areas to start elementary schools where there have never been schools before."
Transforming education for children in Southeast Asia is a wonderful cause. But is it unique? Many other nonprofits provide "transforming" educational services to Asia, Africa, and South America.
What would tug at our grandma's heart in the example above? "Transforming education"? Or, many children, but no education?
This is a situation where you have to analyze the results and tweak to improve using your Google Analytics. But I've attempted to create a new description using the Google SERP tool ...
Tell me what you think in the comment section below.
God bless, and if you would like to discuss your …
- unique angle
- unique value proposition
- conduct a website analysis for user-friendliness
Call Marianne at 416-710-4307 or email to Marianne@Christiancopywriter.com.
Editor's Note: This post was originally published May 15, 2019 and has been updated for freshness, accuracy, and comprehensiveness.