Of the millions (billions) of things people searched for in 2022, one category stands out that deserves our attention… How to Help.
So many people in the United States were actively searching for how to help those in need that it became a trending topic. That’s great. Period full stop.
As social impact marketers, we represent organizations that help those in need every single day. When millions of people are searching for how to help, are we effectively connecting them with our organizations?
Note that the trending topic for 2022 is a more general “how to help.” This is a great opportunity to engage audiences that are not already supporting a cause financially. Their interest in helping may indicate they have higher propensity to be a financial supporter in the future. With declining donor counts across the charitable giving industry, finding and nurturing new audiences is more important than ever.
Google knows all and Google is telling us there are indeed new audiences out there, ready to be nurtured and cultivated into the next generation of supporters.
Knowing this… where do we start? How do we act on this information? How can we effectively engage with these searchers?