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Website Optimization Ideas for Recruiting Volunteers

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: Esperanza Int

About Esperanza International

What: Cultivates global citizenship.

Why: Immersion experiences help participants cultivate love, compassion, and respect for other peoples and cultures… and they are more likely to act on that cultivation to bring about a better world.


  • Service Experiences – service-learning immersion trips
Growth Goals
  • Grow supporter: Donations, Volunteers, Supporters

Growth Opportunities

Raising Awareness

  • Optimize for Search Results so people can find you through search engines (organically)
    • Branded vs Non-branded Optimization
    • Provide relevant educational information
  • Unlock Google AdGrant – Access up to $10k every month of AdWords budget to help reach people in and around your community.

Building Trust

  • Integrate Trust Builders into your most important pages. (Then make sure you have a clear and simple CTA for a logical and easy next step) 
    • Project success metrics
    • Support from other organizations
    • Testimonials (where relevant)
  • Build An Authority Foundation + Segment Flow and use it to 1) help specific segments navigate your site, and 2) provide relevant and timely follow-up content via email and retargeting.

More Info: What is an Authority Foundation?

Encouraging Visitors to Take Action

  • Clarify Value Exchange for donors for a better connection with visitors.
    • Create donation tiers for individual donors
    • Explain how the money supports activities 
  • Re-engage Interested Visitors via remarketing through email, with FB pixel, and Adwords pixel.

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