How Small Charities Can Use Search Engine Marketing to Boost Volunteer Recruitment and Experience

I always say that as Volunteer Managers, we have to be the jack of all trades to be a master of our one. And recently we’ve been asked to add digital marketing to our already well-feathered hat. I’m mixing my metaphors.

Managing search engine marketing (SEM) may not have been in the original job description, but it is an essential tool to help small charities attract volunteers, increase visibility, and build awareness.

Search engine marketing (SEM) includes both organic (SEO) and paid strategies (PPC and Google Ads) to maximise your presence in search results. Whether through search engine optimisation (SEO) or leveraging Google Ads Grants, small charities have cost-effective ways to boost recruitment and engagement.

This article explores SEO best practices, Google Ads Grants, and search engine marketing strategies to help your organisation grow.

What is Search Engine Marketing (SEM

Search Engine Marketing (SEM) is an umbrella term that includes:

• Search Engine Optimisation (SEO) – Optimising your website to rank organically in search results.
• Pay-Per-Click Advertising (PPC) – Running paid ads to appear at the top of Google searches.
• Google Ads Grant – A program providing $10,000 per month in free Google Ads for nonprofits.

If you’ve got a good SEM plan, it doesn’t matter if your prospective volunteers are using Google, Bing, Yahoo or Ask Jeeves, they’ll find you. (though not ask jeeves unless they are searching for your opportunity in 1998)

SEO Strategies for Small Charities

1. Optimise Website Content for Search Engines

To rank in search results, your website must be optimised for relevant keywords. Follow these best practices:

• Find the Right Keywords – Use tools like Google Keyword Planner or Ubersuggest to discover high-impact search terms (e.g., “volunteer opportunities near me” or “charity volunteer work”).
• Use Keywords Strategically – Incorporate them in titles, meta descriptions, headers, and page content naturally.
• Write for People, Not Just Search Engines – Content should be engaging and informative, not just stuffed with keywords.

2. Create High-Quality Content to Drive Traffic

A blog, newspage or resource hub on your website can improve SEO and attract volunteers. Try:

• Volunteer Stories & Testimonials – Real-life experiences help recruit new volunteers. You can reach out to your volunteer network and ask them to submit articles or blogs.
• Guides & FAQs – Articles like “How Volunteering Can Boost Your Career” or “What to Expect from a Charity Volunteer Role.”
• Behind-the-Scenes Content – Show the impact of volunteering with your charity.
• Create a volunteer marketing role - If you haven’t got the time to create content then create a specific volunteer role, it can be a great post for someone in marketing or looking for marketing experience.

Tip: Blog content can also be used in email newsletters and social media marketing to maximise visibility, and means you don’t have to create even more work.

3. Optimise for Local Search (Local SEO)

Since many volunteers look for local opportunities, ensure your website appears in location-based searches:

• Include location keywords (e.g., “volunteering in Manchester” or “London charity volunteer work”).
• Claim & Optimise Your Google My Business Profile – Add your charity’s name, address, contact info, and website to appear in local searches.
• Encourage Online Reviews – Positive Google reviews from your volunteers boost credibility and search rankings.

4. Build Backlinks to Boost Credibility

Backlinks (links from other websites to yours) improve your site's authority and Google ranking. Strategies include:

• Partnering with Local Businesses & Nonprofits – If you already have partners, ask them to share your organisation on their website. 
• Submitting to Volunteer Directories – Get listed on sites like Do-It.org or VolunteerMatch.
• Writing Guest Blog Posts – Contribute articles to charity-focused websites or your existing partners for more exposure.
• Reusing those volunteer stories  - If you have a great volunteer story as that volunteer to share it in their work newsletter, LinkedIn, company blog or send it to your local media outlets.

5. Leverage Social Media to Support SEO

This bit may feel a bit obvious but social media can drive traffic back to your website, improving search rankings. Best practices:

• Share Blog Content on Social Platforms – Direct followers to your site.
• Use Relevant Hashtags – Help volunteers find your posts.
• Engage with Comments & Messages – Build relationships with potential volunteers.

Google Ads Grants: Free Advertising for Charities

I still feel like the Google Ads Grant is the best kept secret in the sector, so many charities are letting it pass them by. The Google Ads Grant provides $10,000 per month in free Google Ads to boost search visibility, raise the profile of your organisation and recruit volunteers.

How Google Ads Can Help Your Charity

• Target Specific Searches – Appear at the top of Google results when people search for “volunteer opportunities near me.”
• Promote Fundraising & Events – Use Google Ads to attract donors and attendees.
• Increase Website Traffic – Bring more people to your site and encourage sign-ups.

Eligibility for the Google Ads Grant

To qualify, charities must:

• Be a registered nonprofit in an eligible country.
• Have a high-quality website that meets Google’s standards.
• Follow Google’s ad performance guidelines.

Charity Digital wrote a great article with links to different guides and advice for using GoogleAds and Pay Per Click (PPC). Click here to read more (cheeky lil backlink there)

PPC Advertising for Small Charities (Beyond Google Grants)

Google Grants is a fantastic free resource, charities can also explore paid PPC advertising to further amplify recruitment campaigns, though this will depend on budget.

When to Consider Paid PCC Ads

• If Google Grant ads aren’t converting well (e.g., you need more flexibility in bidding).
• If you want to target social media ads on platforms like Facebook, Instagram, and LinkedIn.
• If you want to promote urgent volunteer recruitment campaigns.

Even a small budget (£50–£100 per month) can make a big difference when targeted correctly.

SEM can feel a bit scary and a bit new, but can be a really easy way to bring more people to your organisation. The initial set up can be a bit labour intensive but once you’re on a roll it’s super easy to manage. And if there’s $10k worth of advertising floating around then you should definitely not be letting it go to waste.