Outreach Monks

Link Building With Charities: How Businesses and Non-Profits Win Together

How Businesses and Non-Profits Win Together Link Building With Charities

Search engines love links from trustworthy websites. Charities are perfect partners! They help you boost your website’s ranking. 

You also make a real difference in your community. This article will show you how link building with charities can work for businesses as well as charities together to build links and make an impact.

Section 1: Strategies for Charities to Build Backlinks

Building a strong online presence with high-quality backlinks is essential for a charity to increase its reach and visibility.  Let’s explore several strategies charities can employ to secure valuable backlinks and amplify their impact.

Guest Posts

Securing guest post opportunities on high-quality, relevant websites is a powerful way for charities to build backlinks and expand their audience.  Here’s how charities can make the most of this strategy:

  • Finding Target Websites: Charities should start by identifying blogs, online publications, or websites of aligned businesses within their niche where they might contribute valuable guest posts.
  • Crafting Compelling Content: Guest articles should offer fresh perspectives, expert insights, or unique information that aligns with the interests of the target website’s audience. Be sure to include a clear ‘about the author’ section offering a short bio and a link back to the charity’s website.
  • Emphasizing Value: When approaching potential websites for guest post opportunities, stress the value your content offers to their readership.
  • Industry-Specific Examples
    • Healthcare Charity: A charity focused on cancer research could target healthcare-related blogs, medical equipment companies, or health-focused online publications.
    • Environmental Charity: Sustainable lifestyle blogs, eco-friendly businesses, or renewable energy companies would be valuable target websites for an environmental charity.
    • Animal Welfare Charity: Collaborate with pet-related blogs, veterinarian websites, or pet-focused content creators to offer informative and relevant guest articles.

Key Point: Guest posting for charities involves researching the right opportunities, creating high-quality content, and offering value to the websites where they seek placement.

Broken Link Building

broken link

Charities can uncover valuable backlink opportunities by helping other websites identify and fix broken links (links that lead to 404 error pages). It’s a win-win scenario where the charity helps improve the user experience of another site while potentially suggesting their own content as a replacement for the broken link.

Key Steps

  1. Find Relevant Sites: Charities should focus on websites within their niche or related fields where broken links are likely to exist.
  2. Use Tools: Tools like Ahrefs’ Broken Link Checker or Check My Links (Chrome extension) can help identify broken links efficiently.
  3. Contact Website Owners: Craft a polite and informative email notifying the website owner of the broken link and tactfully suggest your relevant content as a potential replacement.

Industry Examples

  • Education Charity: A charity providing educational resources could actively scan websites of schools, libraries, or educational blogs for broken links. Their own resources could then be offered as replacements.
  • Animal Welfare Charity: Look for broken links on pet care blogs, vet websites, or animal shelter pages. Suggest replacement links to relevant content on the charity’s own website.

Community Partner Outreach

Charities often have strong existing relationships with businesses and organizations in their local communities.  These partnerships present valuable opportunities for reciprocal link-building.


  • Explore Existing Network: Charities should start by identifying partners within their network (past sponsors, volunteers, associated businesses) who have websites.
  • Offer Link Exchange: Reach out to partners proposing a link exchange: the charity links to the partner on their website, and vice versa.
  • Collaborative Content: Discuss opportunities for creating joint content (blog posts, infographics, etc.) that could be shared on both websites, naturally leading to mutual backlinks.

Example Scenarios

  • Local Business Partnership: A food bank charity works with a local grocery store chain – the store offers a donation drive, and the charity features the store’s logo with a link on their ‘Sponsors’ page.
  • Cross-Promotion with Non-Profits: A wildlife conservation charity partners with a nature center hosting educational programs. They co-create an article about local ecosystems and link to each other’s websites.

“.Gov” And “.Edu” Outreach

Websites operated by government agencies (.gov) and educational institutions (.edu) often carry significant authority in search engine rankings.  Securing backlinks from these reputable sources can significantly boost a charity’s website visibility.

Finding Opportunities

  • Relevant Agencies: Seek out local, state, or national government agencies whose work aligns with the charity’s mission.
  • Educational Institutions: Explore the websites of schools, universities, and research centers in relevant fields for potential link placement.
  • Resource Pages: Look for resource or informational pages on these websites where the charity’s content could be a valuable addition.

Outreach Approach

  • Emphasize Value: Focus on how the charity’s resources or expertise can benefit the .gov or .edu website’s audience.
  • Professional and Courteous: Maintain a formal and respectful tone in email communications.
  • Be Patient: Responses from government agencies or educational institutions may take longer than outreach to private businesses.

Example: A children’s health charity could contact the website of a local health department to offer relevant infographics and resources for their informational pages.

Section 2: Strategies for Businesses to Leverage Charities for Link Building

Forming strategic partnerships with charities not only makes a positive community impact but can also significantly enhance a business’s online presence.  Let’s dive into the ways businesses can collaborate with charities for win-win link-building results.


Sponsoring charitable events or programs is a long-established way for businesses to support worthy causes while gaining valuable visibility.  In the digital age, these sponsorships can also present opportunities for acquiring quality backlinks.

Finding the Right Fit

  • Alignment: Choose charities whose mission resonates with your company’s values and audience. This makes the partnership more authentic and impactful.
  • Sponsorship Tiers: Explore different sponsorship levels offered by the charity. These often correlate with the type of link placement (website logo, dedicated webpage, etc.).
  • Evaluate ROI: Consider the potential exposure, brand reach, and link value when deciding on a sponsorship level.

Beyond the Link

  • Storytelling Opportunities: Share the story of your company’s commitment to the cause across your website and social media channels.
  • Relationship Building: Use sponsorship as a gateway to building a genuine connection with the charity, leading to potential future collaboration.

Resource Creation

Creating valuable resources specifically designed to support a charity’s mission is an excellent way for businesses to provide value while potentially gaining backlinks.

Types of Resources

  • Infographics: Shareable visual representations of data or statistics related to the charitable cause.
  • Guides & E-books: Offer in-depth information on topics relevant to the charity’s audience.
  • Tools & Templates: Provide practical resources the charity can share with its beneficiaries.

Approaching Charities

  • Value-First Mindset: Emphasize how your resources can directly benefit the charity and its audience.
  • Offer for Website Placement: Propose that the charity includes the resource on its website, potentially with a link back to your company website as the creator of the content.
  • Tailored Content: Create resources that align specifically with the charity’s needs and goals.

Example: A marketing agency specializing in social media could create a comprehensive social media strategy guide for a youth empowerment charity. This guide could be shared on the charity’s website, benefiting its audience and providing a potential link-building opportunity for the agency.

Key Point: The focus should be on creating genuinely useful content that supports the charity’s mission. The link-building aspect should be a natural outcome of providing value.

Local Collaboration

local map

Partnering with local charities can be a powerful way for businesses to strengthen their community ties, boost their local SEO, and potentially secure backlinks from websites with local relevance.

Types of Collaboration

  • Joint Events: Co-host workshops, fundraisers, or community outreach events that benefit the charity and raise awareness for the business.
  • Skill-Based Volunteering: Offer professional expertise (web design, marketing, etc.) to help the charity with specific needs.
  • Cross-Promotion: Feature the charity on your website and social media. In turn, they can promote your business to their local network.

Finding Local Partners

  • Community Websites: Browse online directories or local news websites for lists of charities operating in your area.
  • Networking Events: Attend chamber of commerce meetings or community events to connect with representatives from local charities.
  • Social Media: Search for charities in your area using relevant hashtags, and engage with their content to initiate conversations.

Example: A local pet supplies shop could partner with an animal shelter for an adoption event called “Paws for Supplies.”  Customers who adopt a pet from the shelter receive a discount on pet supplies from the shop, or a welcome kit of essential items.  The event is promoted both in-store and online by both the shop and the shelter. This collaboration directly benefits shelter animals, drives business to the shop,  and could result in mutual promotion through links on websites and social media.

Social Media Amplification

Businesses have a powerful tool at their disposal when it comes to boosting a charity’s visibility: their social media channels.  By actively promoting the charity and its initiatives, businesses can help expand reach, attract potential donors, and increase engagement.

Key Actions:

  • Share Content: Regularly share blog posts, updates, and announcements from the charity across your social platforms.
  • Highlight Events: Create dedicated social media campaigns to promote upcoming charity events and encourage participation.
  • Use Visuals: Incorporate eye-catching images and videos related to the charity’s work to drive engagement.
  • Tag and Collaborate: Tag the charity’s social profiles in posts, and explore collaborating on joint social campaigns for maximum impact.


  • Authenticity: Share content from the charity that aligns with your brand’s values and audience interests.
  • Consistency: Regularly featuring the charity shows commitment, making the support feel more meaningful.
  • Track Results: Use social media analytics to see how posts about the charity are performing, helping refine your amplification strategy.

Section 3: Best Practices for Successful Partnerships

Building strong and lasting partnerships between businesses and charities goes beyond the tactics outlined above.  For the most effective and rewarding collaborations, it’s essential to keep the following principles in mind:


Genuine support for the charity’s mission is crucial.  Audiences can spot inauthentic partnerships.  Focus on collaborations that align with your company’s values and the interests of your customers or clients.

Focus on Relevance

Choose charities whose work resonates with your business’s industry or target audience. This ensures the partnership makes sense and provides value to everyone involved.


Be open and upfront about the link-building aspect of the partnership. This builds trust and establishes a foundation for long-term collaboration.

Highlighting Reciprocity

Actively seek ways to support the charity’s goals.  Explore opportunities to promote their initiatives and amplify their reach, fostering a win-win mindset throughout the partnership.

Tracking Results

Utilize tools to track link profiles, website traffic, and social media engagement. Analyzing metrics will help you gauge the success of the partnership for both your business and the charity.

Case Study: Kellogg’s and the STV Children’s Appeal

Big Scottish Breakfast campaign

The Partnership:  Breakfast cereal giant Kellogg’s teamed up with the STV Children’s Appeal, a Scottish charity that helps children in need.  Kellogg’s sponsored their “Big Scottish Breakfast” campaign, encouraging people across Scotland to host breakfast events and raise money for the cause.

Why It Worked:

  • Win-Win: Kellogg’s showed their support for a worthwhile cause, boosting their positive image in Scotland. The charity received a lot of support, increasing awareness of their work and raising much-needed funds.
  • Smart Marketing: This partnership likely gave Kellogg’s a link on the charity’s website, driving traffic and improving their search rankings.

Key Takeaway: Smart partnerships with popular charities can make your business look good,  help others, and improve your website’s visibility.  It’s a win for everyone!


Building backlinks through charitable partnerships offers a unique opportunity for businesses to gain valuable SEO benefits while making a real impact in their communities.  By strategically aligning with charities, focusing on authenticity, and seeking win-win outcomes, businesses and non-profits alike can build a stronger online presence and create positive change.

It’s important to remember that these collaborations are not just about links.  They help businesses demonstrate their values, engage with their target audience in meaningful ways, and foster a sense of goodwill.

Call to Action

Start exploring potential charity partners in your local community or within your industry niche.   Remember, the most successful collaborations are built on shared values, mutual respect, and a genuine desire to give back.

Frequently Asked Questions

My business is small. Can I still partner with a charity?

Definitely! Even small businesses can offer valuable skills, donations, or volunteer time that charities need.

I'm worried about coming across as fake. How do I show genuine support?

Choose a cause you truly believe in and focus on providing real value to the charity, not just chasing a link.

Can I get backlinks by donating money?

While donations are amazing, simply giving money doesn't guarantee a backlink – focus on building a relationship.

Are there specific types of charities that are better for link-building?

Charities with established websites, a strong online presence, and relevance to your industry offer the best opportunities.

Charity work sounds time-consuming. Is it worth it?

Building strong partnerships takes effort, but the benefits for your brand and the social impact make it worthwhile.




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