NGO Schema – Complete Guide for Non-Profit Organizations
NGO schema markup is designed for non-profit organizations, charities, and non-governmental organizations. It provides structured data about mission, impact, and organizational information for better search visibility.
What is NGO Schema?
NGO schema describes non-profit organizations, charities, and non-governmental organizations. It provides specific properties for mission statements, charitable activities, funding information, and social impact data.
NGO Schema Implementation
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "NGO",
"@id": "https://example.com/ngo/#ngo",
"name": "Global Education Initiative",
"description": "Non-profit organization dedicated to improving education access worldwide...",
"url": "https://example.com",
"foundingDate": "2010-09-15",
"mission": "To provide quality education to underserved communities globally",
"address": {
"@type": "PostalAddress",
"streetAddress": "789 Charity Lane",
"addressLocality": "Hope City",
"addressRegion": "HC",
"postalCode": "67890",
"addressCountry": "US"
}
}
</script>Additional JSON-LD Examples
Environmental NGO Example
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "NGO",
"@id": "https://example.com/earth-conservation/#ngo",
"name": "Earth Conservation Alliance",
"alternateName": "ECA",
"description": "Leading international environmental NGO dedicated to protecting biodiversity, combating climate change, and promoting sustainable development worldwide.",
"url": "https://example.com",
"telephone": "+1-555-0199",
"email": "[email protected]",
"address": {
"@type": "PostalAddress",
"streetAddress": "100 Green Way",
"addressLocality": "Portland",
"addressRegion": "OR",
"postalCode": "97205",
"addressCountry": "US"
},
"geo": {
"@type": "GeoCoordinates",
"latitude": "45.5152",
"longitude": "-122.6784"
},
"missionStatement": "To protect and restore Earth's biodiversity through scientific research, community engagement, and policy advocacy for a sustainable future.",
"serviceArea": [
{
"@type": "Country",
"name": "United States"
},
{
"@type": "Country",
"name": "Canada"
},
{
"@type": "Country",
"name": "Mexico"
}
],
"program": [
{
"@type": "Program",
"name": "Rainforest Protection Initiative",
"description": "Comprehensive program to protect endangered rainforest ecosystems and indigenous communities",
"offers": {
"@type": "Offer",
"name": "Monthly Giving Program",
"description": "Support rainforest conservation with monthly donations starting at $25"
}
},
{
"@type": "Program",
"name": "Climate Action Network",
"description": "Grassroots movement mobilizing communities for climate solutions",
"offers": {
"@type": "Offer",
"name": "Volunteer Program",
"description": "Join local climate action teams and community organizing efforts"
}
},
{
"@type": "Program",
"name": "Sustainable Development Projects",
"description": "Partnerships with communities for sustainable agriculture and renewable energy",
"offers": {
"@type": "Offer",
"name": "Community Partnership Program",
"description": "Collaborative projects with local communities for sustainable development"
}
}
],
"founder": {
"@type": "Person",
"name": "Dr. Maria Rodriguez",
"jobTitle": "Executive Director and Co-Founder",
"description": "Environmental scientist with 20+ years in conservation and sustainable development"
},
"employee": [
{
"@type": "Person",
"name": "Dr. Maria Rodriguez",
"jobTitle": "Executive Director"
},
{
"@type": "Person",
"name": "James Chen",
"jobTitle": "Director of Programs"
},
{
"@type": "Person",
"name": "Sarah Johnson",
"jobTitle": "Development Director"
}
],
"memberOf": [
{
"@type": "Organization",
"name": "International Union for Conservation of Nature",
"sameAs": "https://www.iucn.org"
},
{
"@type": "Organization",
"name": "Climate Action Network",
"sameAs": "https://climatenetwork.org"
}
],
"hasCredential": [
{
"@type": "EducationalOccupationalCredential",
"name": "United Nations ECOSOC Consultative Status",
"credentialCategory": "certification"
},
{
"@type": "EducationalOccupationalCredential",
"name": "GuideStar Platinum Transparency Seal",
"credentialCategory": "award"
}
],
"additionalProperty": [
{
"@type": "PropertyValue",
"name": "Protected Acreage",
"value": "2.3 million acres conserved"
},
{
"@type": "PropertyValue",
"name": "Annual Budget",
"value": "$45 million"
},
{
"@type": "PropertyValue",
"name": "Staff Count",
"value": "450 employees worldwide"
},
{
"@type": "PropertyValue",
"name": "Volunteer Network",
"value": "50,000 active volunteers"
}
],
"sameAs": [
"https://www.facebook.com/earthconservation",
"https://www.instagram.com/earthconservation",
"https://www.twitter.com/earthconserve",
"https://www.linkedin.com/company/earth-conservation-alliance"
],
"hasMap": "https://www.google.com/maps/place/Earth+Conservation+Alliance",
"potentialAction": {
"@type": "DonateAction",
"target": {
"@type": "EntryPoint",
"urlTemplate": "https://example.com/donate",
"inLanguage": "en-US"
}
}
}
</script>Humanitarian Aid NGO Example
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "NGO",
"@id": "https://example.com/global-aid/#ngo",
"name": "Global Humanitarian Aid Network",
"description": "International humanitarian organization providing emergency relief, development assistance, and disaster response in crisis-affected regions worldwide.",
"url": "https://example.com",
"telephone": "+1-555-0789",
"email": "[email protected]",
"address": {
"@type": "PostalAddress",
"streetAddress": "200 International Plaza",
"addressLocality": "Washington",
"addressRegion": "DC",
"postalCode": "20001",
"addressCountry": "US"
},
"missionStatement": "To save lives and alleviate human suffering through rapid emergency response, sustainable development, and advocacy for vulnerable populations worldwide.",
"serviceArea": {
"@type": "Place",
"name": "Global",
"description": "Operations in 45 countries across Africa, Asia, Latin America, and the Middle East"
},
"program": [
{
"@type": "Program",
"name": "Emergency Response Program",
"description": "Rapid deployment of humanitarian aid to disaster and conflict zones",
"areaServed": [
{
"@type": "Country",
"name": "Syria"
},
{
"@type": "Country",
"name": "South Sudan"
},
{
"@type": "Country",
"name": "Yemen"
}
],
"offers": {
"@type": "Offer",
"name": "Emergency Appeal",
"description": "Support immediate humanitarian response efforts"
}
},
{
"@type": "Program",
"name": "Sustainable Development Initiative",
"description": "Long-term development programs focusing on education, healthcare, and economic empowerment",
"areaServed": [
{
"@type": "Country",
"name": "Ethiopia"
},
{
"@type": "Country",
"name": "Bangladesh"
},
{
"@type": "Country",
"name": "Haiti"
}
],
"offers": {
"@type": "Offer",
"name": "Monthly Partnership Program",
"description": "Ongoing support for sustainable development projects"
}
},
{
"@type": "Program",
"name": "Refugee Support Services",
"description": "Comprehensive support for displaced persons including shelter, healthcare, and integration assistance",
"offers": {
"@type": "Offer",
"name": "Refugee Aid Fund",
"description": "Direct support for refugee assistance programs"
}
}
],
"founder": {
"@type": "Person",
"name": "Dr. Ahmed Hassan",
"jobTitle": "Founder and Executive Director",
"description": "Humanitarian expert with 25 years in international development and emergency response"
},
"employee": [
{
"@type": "Person",
"name": "Dr. Ahmed Hassan",
"jobTitle": "Executive Director"
},
{
"@type": "Person",
"name": "Maria Santos",
"jobTitle": "Director of Emergency Operations"
},
{
"@type": "Person",
"name": "David Thompson",
"jobTitle": "Chief Development Officer"
}
],
"memberOf": [
{
"@type": "Organization",
"name": "International Council of Voluntary Agencies",
"sameAs": "https://icva.org"
},
{
"@type": "Organization",
"name": "Sphere Association",
"sameAs": "https://spherestandards.org"
}
],
"hasCredential": [
{
"@type": "EducationalOccupationalCredential",
"name": "CHS Alliance Certified",
"credentialCategory": "certification"
},
{
"@type": "EducationalOccupationalCredential",
"name": "Core Humanitarian Standard",
"credentialCategory": "certification"
}
],
"additionalProperty": [
{
"@type": "PropertyValue",
"name": "People Served Annually",
"value": "5.2 million people"
},
{
"@type": "PropertyValue",
"name": "Country Presence",
"value": "45 countries"
},
{
"@type": "PropertyValue",
"name": "Annual Budget",
"value": "$180 million"
},
{
"@type": "PropertyValue",
"name": "Staff Count",
"value": "2,800 employees worldwide"
}
],
"sameAs": [
"https://www.facebook.com/globalhumanitariaid",
"https://www.twitter.com/globalaidorg",
"https://www.youtube.com/globalhumanitariaid",
"https://www.linkedin.com/company/global-humanitarian-aid-network"
],
"potentialAction": [
{
"@type": "DonateAction",
"target": {
"@type": "EntryPoint",
"urlTemplate": "https://example.com/donate",
"inLanguage": "en-US"
}
},
{
"@type": "VolunteerAction",
"target": {
"@type": "EntryPoint",
"urlTemplate": "https://example.com/volunteer",
"inLanguage": "en-US"
}
}
]
}
</script>SEO & Rich Results Notes
SEO Benefits
NGO schema enhances charitable organization visibility and donor engagement:
- • Enhanced visibility in charitable and social impact searches
- • Better targeting for donation and volunteer opportunity searches
- • Improved credibility signals for non-profit organizations
- • Integration with charitable directories and giving platforms
- • Enhanced donor and volunteer acquisition capabilities
Rich Results Eligibility
NGO schema enables enhanced charitable displays:
- • Charitable organization rich cards with mission information
- • Program and service area displays
- • Integration with charitable search results and directories
- • Impact metrics and accreditation displays
- • Donation and volunteer opportunity integration
Reference: Google's Search Central recommends NGO markup for enhanced charitable and non-profit organization search appearance.
Important Warnings
- Transparency Requirements: NGOs must maintain transparency in operations, finances, and impact reporting. Misleading information can result in regulatory action and loss of donor trust.
- Tax Status Accuracy: Clearly indicate 501(c)(3) or equivalent tax-exempt status. Misrepresenting tax status can result in legal penalties.
- Impact Claims: Impact metrics and program outcomes must be verifiable and accurate. Exaggerated claims harm credibility and donor confidence.
- Regulatory Compliance: NGOs may be subject to specific regulatory requirements for charitable solicitation and reporting.
Official Documentation
- Schema.org: NGO specification
- Google Search Central: Structured Data Guidelines
- Rich Results Test: Validate NGO markup
Frequently Asked Questions
What is NGO schema used for?
NGO schema describes non-governmental organizations, charities, and non-profit entities. It helps search engines understand the organization's mission, programs, and impact, enabling enhanced displays for charitable and social impact organizations.
How do I add NGO schema to my non-profit website?
Add JSON-LD structured data with required properties like name and description. Include optional properties like missionStatement, serviceArea, and program information for enhanced non-profit organization listings.
What are the required properties for NGO schema?
Required properties include name (organization name). For rich results eligibility, you'll also need description and typically mission-related information.
Does NGO schema enable rich results?
Yes! NGO schema enables enhanced non-profit displays in Google Search with mission information, programs, and impact details. It helps charitable organizations stand out in social impact searches.
How do I specify NGO mission and programs?
Use missionStatement for organizational purpose and program for specific initiatives. Include serviceArea to define geographic focus and program descriptions.
Can NGO schema include funding and donation information?
Yes, include donation information, funding sources, and financial transparency details. Link to donation pages and volunteer opportunities.
What's the difference between NGO and Organization schemas?
NGO is a specific subtype of Organization designed for non-governmental, non-profit entities. It includes properties specific to charitable organizations, while Organization is more general.
How do I add NGO impact and metrics?
Include impact metrics, beneficiary information, and program outcomes. Use additionalProperty for key performance indicators and social impact measurements.
Can NGO schema include volunteer information?
Yes, include volunteer opportunities, requirements, and impact information. Link to volunteer signup pages and highlight volunteer contributions.
How do I specify NGO geographic focus?
Use serviceArea with Place schemas to define geographic scope, from local communities to international operations. Include specific countries, regions, or cities served.
Does NGO schema help with charitable search visibility?
Yes, NGO schema significantly enhances visibility for charitable organizations. It helps non-profits appear in social impact searches and charitable service queries.
How do I add NGO accreditation and partnerships?
Include accreditations, certifications, and partnership information. Use memberOf for organizational affiliations and hasCredential for official recognitions.
How often should I update NGO schema?
Update when programs change, impact metrics are updated, or contact information changes. Keep mission statements and service areas current for accuracy.
Related Schema Types
Related: Organization, Corporation, Person, Place, Program, Offer