A solid online strategy
For Zonnebloem in early 2011, their greatest ambition was to gain a strong online presence among volunteers, donors and people with a handicap. So we talked. And brainstormed. And roadmapped. Together we created the basis for a longstanding partnership and achieved much in a short span of time: a new website, various campaigns and the use of search engine marketing.
In renewing the zonnebloem.nl website, the various target groups and their different user requirements were the leading factors. The guest information became more question-based and is now framed around passions and interests. Sponsors have more space to tell their stories and can easily share the content of the site through social media.
More guests, more volunteers, more donations
Besides userfriendliness and a fresh new house style, the site now also presents clear calls to action. We are working on improving conversion rates: more guests, more volunteers and more donations. Is it working? We keep track of this by using Google Analytics. Strict monitoring of visitor behavior and click paths help to adjust where appropriate.
Search and advertising
And then, to be found! Extensive keyword analysis and advice about link building help attract the correct target groups. To get more attention, the Zonnebloem uses its offline activities online too. Via Facebook Ads it makes people aware of the Zonnebloem lottery and ongoing campaigns in AdWords attract new volunteers, donors and travelers.
We not only built a pretty public site, we also designed the Zonnebloem Extranet. This online platform makes it easy for the 43,000 volunteers to do their good work. They have a planning tool that allows them to match their calendar with available holiday trips, they place calls for other volunteers and enroll for activities in the neighborhood. In the built-in webshop, they can order articles for promoting activities.