Glossary

Key Performance Indicators (KPIs) help charities, particularly in digital fundraising, to better understand how effectively they are achieving their objectives. KPIs are vital metrics that serve as benchmarks to assess performance and track progress over time. By analyzing KPIs, nonprofit organizations can identify strengths, uncover weaknesses, and make data-driven decisions to improve donor journeys, campaigns, and content. Common KPIs in digital fundraising include conversion rates, average donation amounts and donor retention rates.

A Keyword is a word (short-tail) or phrase (long-tail) that users search for on search engines like Google or Bing. Keywords are essential for on-page SEO, helping websites appear and rank in search results for relevant queries. Overloading a page with too many keywords, known as keyword stuffing, is considered a black-hat SEO tactic, and pages are usually downranked as a result. However, with a targeted keyword optimization strategy, nonprofits can increase their digital visibility and generate more online donations.

Keyword Analysis, or keyword research, is the process of identifying relevant search terms that users enter on Google and other search engines. It is a core element of Search Engine Optimization (SEO) and paid search campaigns (SEA). Keyword analysis is often carried out using the Google Keyword Planner. The process involves analyzing:

• Short-tail keywords: Single terms, such as donate.

• Long-tail keywords: More specific phrases, such as donate for children.

These keywords are then strategically incorporated into web content to boost visibility. A thorough keyword analysis, paired with content optimization, helps charities reach more potential donors - and ideally, encourage them to make a donation

Keyword Optimization refers to the process of optimizing website content with specific search terms (keywords) to improve visibility in organic search results. The goal is to attract more qualified traffic to the website.

As part of search engine optimization (SEO), keyword optimization plays an important role in digital fundraising – especially when potential donors search for specific topics, projects, or charity brands. As a result it can have a direct positive impact on online donation revenue.

Keyword optimization is most effective when combined with a clear content strategy and technical SEO. Tools like Google Keyword Planner, Seobility, or Ubersuggest are a great help in research, analysis, and ongoing performance tracking.

Keyword Stuffing, also known as keyword spam, is an outdated SEO practice where a webpage is overloaded with excessive keywords or phrases in an attempt to manipulate search engine rankings. This black-hat tactic involves unnaturally repeating keywords in the content, meta tags, or alt attributes, often resulting in poor user experience and irrelevant content.

Search engines like Google have evolved to detect high keyword density, and websites that overuse keywords are typically penalized or downranked. Instead of keyword stuffing, a balanced, relevant, and user-focused content strategy should be applied to improve SEO performance. Nonprofits can enhance visibility and build trust by focusing on high-quality content rather than keyword overuse.

A KYC (Know Your Customer) process involves verifying the identity of organizations or individuals within the context of financial services. Its purpose is to prevent money laundering, terrorist financing, or fraudulent activities – which is why KYC is a key component of regulatory frameworks such as Anti-Money Laundering (AML) regulations.

KYC is also relevant in digital fundraising: When donations are processed through software solutions like Soulclick and Soulclick onboards payment contracts on behalf of a charity, we are legally required to carry out a KYC procedure. This includes reviewing the following information:

• Legal form and authorized representatives of the charity
• Commercial register excerpt or organizational statutes
• Valid legal notice (impressum) and contact details
• Proof of identity of the responsible individuals

KYC is not only a regulatory requirement – it also builds trust with donors. It ensures that every donation form is operated by a legally verified organization.