Foster Care Organization: How to Raise Awareness and Build Trust with New Supporters

This audit provides actionable tips and takeaways to:

• Grow awareness for your cause
• Build trust with your website visitors
• Increase your donations and volunteer applications

Website Review Summary

Quick Notes

More Info: Growing Your Online Authority

Visit Nonprofit: Banya

About Banya

What: Helps find the right foster carers for children and young people in the greater London area.

Why: Having a loving family is essential for the health and growth of young people and for the health of our communities and society.

How: 

• Recruit Foster Carers who are eligible to foster a young person
• Take In and Place Foster Children who are in need of a foster carer
• Educate the community to raise awareness and support

Growth Goals

• Primary: Place more children and young people in to foster care
• Supporting:
  • Enroll more qualified foster carers
  • Enroll more foster children

Growth Opportunities

Raising Awareness

1. Optimize for Search Results so people can find you through search engines (organically)
   1. Branded vs Non-branded Optimization
   2. Provide relevant educational information
2. Utilize Adwords – Ensure you are ranking for Branded terms and high-value Non-Branded terms.
3. Expand Relevant Content to help you rank for more non-brand search terms.

Trends: “Foster A Child”

Geography: UK

Search Term: Foster A Child

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Search Demand (Market Sample)

Become Foster Parent

Keywords	Search Volume
become foster parent	1000
become a foster parent	1000
how to become a foster parent	880
how become foster parent	880
become foster parent uk	170
being a foster parent	140
how do you become foster parent	70
being a foster parent uk	40
becoming a foster parent requirements	20
should i become a foster parent quiz	10
how can i become foster parent	10
becoming a foster parent pay	10

Fostering in London

Keywords	Search Volume
fostering in london	880
fostering agencies in london	110
fostering allowance london	20
fostering in south london	10
fostering agencies in east london	10
fostering network london	10
fostering west london	10
fostering in london uk	10

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Current Rankings

Branded

Keyword	Position
banya family placement agency	1
banya fostering	2
banya fostering	3
banya family placement agency	2
local banya logo	57
banya london	29
local banya founder	89

Non-Branded

foster carers real life stories	Position
chlapps login	12
setting up an independent fostering agency	22
transfer protocol fostering	22
independent fostering agencies near me	24
how to start a fostering agency uk	27
independent fostering agencies in london	28
foster care fees uk	38
shared stories shared lives training	40
foster care network uk	44
foster charity theme	45
foster carers real life stories	47

Advertising Activity

• Currently not running ads:
  • Facebook / Instagram
  • Google

Building Trust

1. Build More Educational Content and use it to 1) help specific segments navigate your site, and 2) provide relevant and timely follow-up content via email and retargeting.
   1. Create content based on the search demand of your target audience
   2. Connect your content into a Supporter’s Journey for smooth communication
2. Integrate Trust Builders into your most important pages [Become A Foster Carer]. 
   1. Project success metrics
   2. Support from other organizations
   3. Testimonials (where relevant)

Educational Content

Trust Builders

Stories from children and statistics on number of carers found can significantly improve trust with new site visitors.

Encouraging Visitors to Take Action

1. Clarify Communication for clearer flow of information and smoother user experience.
   1. Provide highly relevant information following each CTA
   2. Provide more depth in information for potential carers
2. Re-engage Interested Visitors via remarketing through email, with FB pixel, and Adwords pixel. (After you increase your traffic levels)

Action: Educating Potential Carers

Survey

Who can become a foster carer?

Not Enough Depth: What is foster care?

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