JustGiving Organic Growth Opportunities

This play creates programmatic landing pages for thousands of global companies to capture employees searching for corporate giving policies. It bridges the gap between corporate social responsibility and individual fundraising by providing company-specific templates and matching-gift instructions.

Example Keywords

• "does [Company Name] match donations"
• "[Company Name] workplace fundraising policy"
• "[Company Name] volunteer grant program"
• "how to start a charity fundraiser at [Company Name]"

Rationale

Employees often seek to maximize their impact through employer matching but lack clear instructions. By providing these guides, JustGiving can capture high-intent B2B and employee traffic that currently bypasses the platform.

Topical Authority

JustGiving already possesses a /for-corporates section and a massive backlink profile (AS 59), making it a trusted source for workplace giving logistics.

Internal Data Sources

Use LinkedIn company data for firmographic details, internal corporate product specifications, and aggregated performance data from existing workplace fundraisers.

Estimated Number of Pages

50,000+ (Covering major global corporations and regional subsidiaries)

This strategy targets personal milestones by providing 'starter kits' for users who wish to replace traditional gifts with charitable donations. Each page offers occasion-specific wording, invite templates, and curated charity shortlists to facilitate immediate page creation.

Example Keywords

• "donate instead of birthday gifts wording"
• "wedding charity registry ideas"
• "donations in lieu of flowers for [Occasion]"
• "retirement charity donation message templates"

Rationale

Users at major life milestones have high intent to start a fundraiser but often struggle with the 'ask.' Providing ready-to-use templates reduces friction and captures non-branded search volume for life events.

Topical Authority

As a leading personal fundraising platform, JustGiving is the natural authority for milestone-based giving, supported by its extensive /page and /campaign infrastructure.

Internal Data Sources

Leverage internal charity taxonomy, Gift Aid eligibility data, and aggregated benchmarks on which wording styles drive the highest donation conversion rates.

Estimated Number of Pages

40,000+ (Covering various occasions, tones, and cause-specific variants)

This play develops deep directories for religious giving requirements, such as Zakat, Sadaqah, and Tithes, mapped to specific charities. It focuses on eligibility verification and intent-based discovery to help donors fulfill religious obligations with confidence.

Example Keywords

• "zakat eligible charities in [City]"
• "sadaqah donation online [Country]"
• "tithe to charity online platforms"
• "best charities for zakat [Cause Area]"

Rationale

Faith-based giving represents a massive, recurring search volume that requires high trust and specific eligibility data. Programmatic pages that verify these attributes can capture this high-intent donor traffic.

Topical Authority

JustGiving's existing /charity and /campaign sections already host thousands of faith-based organizations, providing the necessary foundation for specialized directories.

Internal Data Sources

Use charity self-declared attributes, mission statements, and uploaded policy PDFs to verify eligibility and provide rich context for the LLM.

Estimated Number of Pages

30,000+ (Covering giving types, causes, and geographic locations)

This strategy targets the creator economy by providing platform-specific and game-specific fundraising kits for live streamers. It includes milestone ideas, overlay templates, and incentive lists to help creators launch charity streams on Twitch, YouTube, and TikTok.

Example Keywords

• "charity stream ideas for [Game Name]"
• "how to do a charity stream on [Platform]"
• "donation milestones for [Game Genre] streams"
• "charity stream donation incentives list"

Rationale

Creators are a high-leverage user segment that drives massive donation volume. Providing game-specific 'playbooks' captures this niche intent and encourages the use of JustGiving's streaming widgets.

Topical Authority

JustGiving's existing widgets.justgiving.com and developer tools provide the technical credibility to own the 'how-to' space for digital creators.

Internal Data Sources

Utilize widget/API documentation, internal creator-safe incentive templates, and aggregated data on stream-based donation spikes.

Estimated Number of Pages

15,000+ (Covering platforms, trending games, and genre-specific templates)

This play provides localized guides on fundraising regulations and required templates for organizers across different council areas. It addresses the anxiety of 'what is allowed' for raffles, collections, and events, while positioning JustGiving as the digital solution.

Example Keywords

• "raffle rules in [Council Name]"
• "street collection permit [Town Name]"
• "charity auction regulations [Area]"
• "prize draw terms and conditions template [UK]"

Rationale

Organizers search for compliance information during the planning phase of a fundraiser. Providing these answers allows JustGiving to capture organizers early and convert them to digital fundraising.

Topical Authority

JustGiving is a trusted partner for thousands of small charities and PTAs, making it an authoritative source for operational fundraising guidance.

Internal Data Sources

Source data from official local authority URLs, internal support ticket 'common pitfalls,' and existing /for-fundraising checklists.

Estimated Number of Pages

50,000+ (Covering every UK local authority and various fundraising activity types)

Improvements Summary

Rebuild the fundraising and crowdfunding acquisition pages into a clear pillar/cluster setup with intent-led copy, distinct titles/H1s, and stronger CTAs. Add structured content blocks (FAQs, step-by-step guide, comparison sections), tighten internal linking, consolidate fees/pricing signals, and clean up low-quality indexed pages.

Improvements Details

Make /for-fundraising the canonical pillar targeting "justgiving fundraising" (plus "just giving fundraising" and "just giving fundraiser") with above-the-fold clarity, H2 sections (how it works, fees summary, examples, ideas), FAQPage schema, and jump links. Turn /for-fundraising/how-to-create-a-fundraising-page into a true step-by-step guide with screenshots, common issues, Help Centre links, and HowTo schema; keep "justgiving fundraising" as a secondary term to avoid overlap. Differentiate /for-crowdfunding for "justgiving crowdfunding" with trust/safety/eligibility details and links to an expanded /crowdfunding-vs-fundraising decision guide; fix internal anchors so /sso isn’t associated with "crowdfunding", and pick one canonical "fees explained" URL with consistent internal links and canonicals/redirects where safe.

Improvements Rationale

These pages target high-intent branded queries, but mixed intent and overlapping topics are splitting relevance across URLs, which can hold rankings on page 2. Clear page roles, intent-matched sections, and schema help search engines and users quickly find the right answer, while better internal links concentrate authority on the two pillars. Removing spammy/unrelated indexed URLs reduces quality risk and crawl waste so search engines spend more time on conversion pages.