This is according to Matt O’Hern of the Marketing Shift blog, who said that SEO, when combined with social networking and analytics, could do much to help smaller charities in particular reduce their costs.
He explained that traditional advertising platforms like TV tend to carry high costs, but this is not necessarily the case when it comes to SEO.
Search marketing can allow charities to better assess their donor base while also reducing the amount of money they spend on promotional activities, the expert suggested.
He commented: "Just as businesses have discovered, charities can’t rely on the traditional methods of advertising to spread awareness about their service."
Charities are increasingly turning to the internet to drive donations as the economic downturn continues to affect both consumers and non-profits.