Adapted and developed from Linda Handley's article (SEO for Nonprofits: A No-Jargon Checklist for 2025) with alignment to the local reality of nonprofit organizations in the Kingdom of Saudi Arabia.

Why Invest in SEO Now?

Having a website for a nonprofit organization has become a necessity rather than a choice. However, merely owning a website is not enough; it must be accessible via search engines. Recent studies in global charitable work have shown that giving has increased by nearly 2% in 2024, and more than one-third of annual donations occur in the last quarter of the year. These figures clearly indicate the importance of seasonal planning for digital content and online campaigns, especially during local peak seasons like Ramadan, the last ten days, and holidays.

User Behavior on Nonprofit Websites

Global reports in the nonprofit sector have shown that more than half of web visits (about 53%) come from mobile phones, compared to 47% from desktop devices. However, desktops remain more effective in terms of donations, accounting for 55% of transactions and 70% of revenue. The average donation via desktop amounts to $145 compared to $76 via mobile.

The most common payment options were: PayPal at 76%, Apple Pay at 47%, and Google Pay at 40%. Additionally, data showed that 62% of nonprofits made the "one-time donation" option the default, while 90% offered the option for monthly donations.

As for conversion rates, the main donation page achieves a rate of about 11% on desktop and 8% on mobile. The percentage of visitors who complete a donation from all website visitors does not exceed 1.5% on average.

Practical Summary for Saudi Nonprofits:

  • Make the donation experience via mobile simple and quick, with specific small amounts.
  • Enable the most common e-wallets to reduce payment difficulties.
  • Don’t just rely on website visitors; make it your goal to increase the conversion rate to actual donations.

Keywords… The Strategic Compass of the Website

Keywords are the compass that directs donors, volunteers, and supporters to your site. Choosing keywords means not only being visible on Google but appearing in front of the right people.

  • A donor searches with phrases like: "Best charities to help orphans" or "How to donate online."
  • A volunteer looks for: "Volunteer opportunities in Riyadh" or "Health volunteer work in Jeddah."
  • An advocate for a cause may write: "Raise awareness of disabilities" or "Join the blood donation campaign."

Studies have indicated that 76% of those doing a local search via mobile visit the physical location within 24 hours. This highlights the importance of "local SEO" by activating the Google Business Profile and ensuring consistency of contact information across all platforms.

Technical Pillars of the Site

Even with the best keywords, a website won’t succeed unless it is built on solid technical foundations:

  1. Clear structure: Short menus (5–7 options) and a prominent donation button.
  2. Mobile compatibility: Since more than half of visits are mobile.
  3. Loading speed: Image compression and script reduction.
  4. Security and reliability: SSL certificate and alternative text for images.
  5. Calls to action: such as "Donate Now" or "Volunteer Today."

According to Google guidelines, the Core Web Vitals should be within the following ranges: load main content within 2.5 seconds or less, interaction time less than 200 milliseconds, and layout stability at a rate of less than 0.1.

Content… The Soul That Gives Life to the Site

Content is what builds trust and generates interaction:

  • Answer audience questions directly through articles, guides, and FAQs.
  • Share real stories from the field, whether from volunteers or beneficiaries.
  • Regularly update program and activity pages.
  • Repurpose content (e.g., converting a report into an infographic or short videos).

High-quality content not only attracts search engines but also enhances trust and reliability among the audience.

Building Digital Trust for Nonprofits

Digital trust is a crucial element for the success of any campaign:

  • Showcase accreditation and official registration certificates.
  • Provide team and management profile pages.
  • Share success stories backed by numbers.
  • Ensure contact information is clear and always up to date.

All these elements are considered trust signals that elevate your site’s ranking and increase the visitor's willingness to donate or volunteer.

Tracking and Continuous Improvement

SEO is not a one-time project; it is an ongoing practice akin to tending a garden.

  • Use tools like Google Analytics and Search Console to track performance.
  • Monitor the most effective keywords and the highest converting donation pages.
  • Update keywords and content at least every three months.

From Technology to Impact

SEO is not just about technical improvement; it is a strategic tool to transform nonprofit websites in Saudi Arabia into real platforms for attracting donations, volunteers, and supporters.

  • The right keyword means faster access to the right audience.
  • A fast and secure website means greater trust.
  • Authentic content drives engagement.
  • Continuous analysis ensures development and improvement.

Every small step in SEO is a cumulative investment that multiplies the impact of nonprofits day by day, making them more capable of sustainability and influence in Saudi society.