- Search volumes begin to rise in SEPTEMBER
- Initial search volume peak occurs in NOVEMBER (1st week of the month)
- Search drops very slightly in DECEMBER
- Second (and the highest) search volume peak occurs in JANUARY (1st week of the month)
Google search volumes for "Youth Basketball" in the United States
As you can see in the Google Trends graph above, youth basketball search volumes on Google have a very distinct seasonality pattern:
Are you managing your YMCA or JCC marketing budget using pre-allocated and fixed silos (TV, radio, print, digital, direct mail, etc) or are you moving your budget as needed across channels throughout the year to take advantage of opportunities and maximizing your return on investment?
With a primary marketing focus of increasing program and membership revenue, you can drive significant growth for your YMCA or JCC, enhance awareness of the cause and enhance the communities in which you operate. But, if you do not create surplus (the non-profit word for "profit"), the effect and impacts of your movement in your communities can decline over time.
That said, consider that an additional key focus for your YMCA or JCC marketing strategy in 2014 and beyond should be on surplus-driven marketing.
Check out our recorded (audio and slides) NAYDO 2014 presentation in the Learning Center!
Effective today, January 28, 2013, Google Grants announced they have raised the MAX CPC from $1 per click to $2 per click.
What does this mean for non-profits like the YMCA?
After approval, Google provides YMCAs with $10,000 per month in Google Adwords ad spend - if you can spend it. Most YMCAs do not even come close to spending $10,000 per month and others spend it (via SEM and ad agencies) unwisely using keywords that are not related to YMCA activities and programs.
When managing a well-designed Adwords account and campaigns designed specifically for YMCA programs and activities, you basically have an unlimited Adwords account, that, in conjunction with a remarketing program and paid adwords account, can help take your YMCA awareness, membership and revenues to record levels.
Level Seven provides a trusted, cloud-based digital marketing services platform that significantly enhances membership and revenue growth enabling nonprofits and charities to focus on strengthening communities & making the world a better place.