SECTOR · NON-PROFIT / NGO
The budget is limited, and every visit that arrives without paid search is a donation or a volunteer sign-up that doesn't get lost.
In the third sector, organic visibility doesn't just compete with other nonprofits, it competes with an ad budget that doesn't exist. We work so the organisation shows up when someone searches how to help, without depending on bidding for every click.
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- years working visibility for large brands
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Brands that have trusted Laika
The organisations that call us need every organic visit because they can't pay for all the ones they'd need.
The fundraising budget is limited and advertising isn't sustainable
Every euro spent bidding for a search is a euro that doesn't reach the cause. Organic visibility is the only acquisition channel that doesn't compete with the mission.
You compete for the same search with similar causes
Someone searching how to help with an emergency or a specific cause finds several organisations at once. You have to decide which searches the organisation has its own voice to bring to.
The site has to serve very different audiences at once
One-off donors, recurring members, volunteers, beneficiaries and journalists all search for different things on the same site. Mixing it all together dilutes the answer to each one.
There are search peaks tied to emergencies and one-off campaigns
A disaster or a Christmas campaign multiply searches in a matter of days. If the site isn't ready for that peak, much of that attention gets lost.
Transparency and trust weigh more here than in other sectors
Before donating, many people search for how funds are managed. If that information isn't visible and easy to find, the decision to donate stalls right there.
The scope
SEO in the third sector means making every organic visit count, because there's no budget to buy the ones missing. We work on fundraising, volunteering and transparency visibility with the same rigour as a business, without losing sight that here the outcome is measured in people, not just sales.
We work on the architecture by cause, audience and type of involvement, and on the fast response to search peaks tied to emergencies or campaigns.
Which capabilities matter here
In this sector not every capability carries the same weight. These are the ones that move the outcome on a limited budget.
High weight
Search enginesThe base: clear structure by cause and audience, and content that answers how people search to help or get involved.
Medium weight
AI visibilityMore people are asking AI how to help with a specific cause. Showing up in that answer is free visibility other channels can't offer.
Medium weight
ConsultingDeciding with judgement where to put limited effort, because here every hour of work counts more than in a business with a wide budget.
Social search matters less here than direct search around cause and trust, so we don't force it: if it starts moving real donations or volunteering, we'll tell you with data.
The areas of work
Four areas of work built for an organisation that needs every visit: first the cause, then the audience, then trust and finally the response to peaks.
Architecture by cause and project
Make every cause and project have its own visible space, without diluting into a generic site.
See the detail
- Content structure by cause, project and area of work
- Cause prioritisation based on real search volume and urgency
- Internal linking between the cause and the concrete ways to get involved
- Content that explains impact in a verifiable way, not just declaratively
Content by audience (donor, member, volunteer)
Make every audience find its own path without getting lost among the others.
See the detail
- Differentiated content paths for one-off donations, recurring membership and volunteering
- Press and beneficiary content kept separate from fundraising content
- Frequently asked questions by type of involvement answered before the doubt appears
- Forms and conversion pages adapted to each type of commitment
Transparency and trust
Make information on fund management sit where people look for it, not buried in an annual report.
See the detail
- Transparency page and impact report built to answer real search queries
- Trust signals (certifications, audits, seals) visible before donating
- Content answering frequent doubts about where donations go
- Coordination between impact communication and what people actually search for
Response to emergencies and campaigns
Make a search peak triggered by an emergency find content ready, not a page under construction.
See the detail
- Emergency page template ready to be activated within hours
- Indexing priority for content tied to a one-off campaign
- Criteria to retire or archive campaign content once the peak has passed
- Measuring the peak to learn ahead of the next emergency
Who does it?
The project is run by a senior profile with experience working with tight budgets and multiple priorities. MJ leads the strategy and the specialist team works cause, content and trust.
Why Laika?
We know the pressure of needing every visit because there's no budget to buy the ones missing, because we've worked in it.
A plan built to maximise sales is no use here. You have to decide with judgement where every available hour of work goes.
You always talk to whoever decides
There's no management layer between you and the judgement. MJ leads the strategy and the specialist team executes.
If we're not the right fit, we say so
Even if that means there's no project for us, we'd rather say so before signing.
We prioritise where the budget is limited
We know every hour counts more here than in a business with a wide budget, and we work with that in mind.
We understand the outcome is measured in people
We don't just measure traffic or donations. We measure whether visibility actually helps the cause reach the people who need it.
Frequently asked questions
Does it make sense to invest in SEO if we have no ad budget?
It's precisely where it makes the most sense. Without a budget to bid for every click, organic visibility is the acquisition channel that doesn't compete with the cause's resources.
How do you manage search peaks caused by an emergency?
With a template and process prepared in advance, so indexable content can be published within hours instead of days when a crisis or disaster hits.
How do you separate content for donors, volunteers and press?
With differentiated content paths built into the site structure, so each audience reaches the information it needs without crossing paths with the others.
Do you also work on transparency and trust?
Yes, because before donating many people search for how funds are managed. If that information isn't visible, the decision to donate stalls before it reaches the form.
Tell us your main fundraising channel
With your site and your active causes we can tell you where it makes most sense to put the effort first.
Every visit you don't pay for also counts.
Tell us where you are and we'll tell you what needs to be ready, and by when.
We look at your project before proposing anything. Reply within two working days at most.
Let's talk about your project