If you didn’t know, Google for Nonprofits is a program that provides eligible nonprofit organizations with access to a range of tools and resources.
The Google Nonprofit Ad Grant
Eligible nonprofits can receive up to $10,000 per month in advertising credits to use on Google Ads. Yes – that is $10k worth of search ads for FREE!
G Suite for Nonprofits
This provides access to a range of Google tools such as Gmail, Google Drive, and Google Calendar, to help nonprofits manage their operations more efficiently if you’re really scrappy and don’t have Office.
YouTube Nonprofit Program
Nonprofits can apply to join the YouTube Nonprofit Program, which includes features such as the ability to add a donate button to their videos and access to simple production resources.
If you’re an organization looking to benefit from this program, it’s important to understand the requirements for eligibility. Lucky you, I’ve made it easy:
Hold a valid charity status
To be eligible for the Nonprofits program, your organization must hold a valid charity status. This means that your org must be registered as a 501c3 or nonprofit organization with your national or regional government. In addition, your organization must not be a political, religious, or governmental organization.
Be based in a supported country
The Google for Nonprofits program is currently available in over 50 countries. To be eligible for the program, your organization must be based in one of those supported countries.
Agree to the terms of the program
To participate in the Google for Nonprofits program, your organization must agree to the terms and conditions of the program. This includes agreeing to use the program for nonprofit purposes only, and agreeing not to use any of the program’s benefits for commercial purposes.
Verify your organization
Your organization must be verified by TechSoup. TechSoup is a nonprofit organization that verifies the eligibility of nonprofit organizations for various techn products and services, including the Google for Nonprofits program. To verify your organization, you will need to provide proof of your charity status and other relevant documentation.
Best ways to effectively utilize a Google Grant:
Adhere to the Grant Guidelines: Make sure to review and adhere to the Google Grant guidelines to ensure compliance with the program. Some important guidelines include a daily budget limit of $329, keyword bid limits, and eligibility for specific types of ads. (Note: All Google Ad Grants accounts are limited to a monthly budget of $10,000 USD, which equates to a daily budget of $329.)
Develop a Clear Strategy: Define your campaign objectives and key performance indicators (KPIs) you want to measure. For instance, you might want to drive traffic to your website, increase donations, or build awareness. Create a clear strategy that aligns with your mission and goals.
Find Relevant Keywords: Conduct keyword research to identify keywords and phrases that your target audience is searching for. Create ad groups based on related keywords and match types, and use negative keywords to avoid irrelevant traffic. Do you have any great stories, philanthropy highlights etc? Drive traffic to those pages!
Create Engaging Ad Content: Develop ad content that is relevant to your audience and aligns with the ad group’s keywords. Ensure that your ads have clear and compelling calls-to-action (CTAs) that encourage users to click and engage with your website.
Optimize Optimize Optimize: Regularly monitor your campaign performance and optimize your ads to improve their effectiveness. Use A/B testing to experiment with different ad copy and landing pages to determine which ones generate the best results. Look at seasonality and what major annual campaigns you produce that can translate to digital.
Measure Results: Use Google Analytics to track your campaign’s performance and measure the results against your KPIs. Analyze the data to identify areas for improvement and adjust your strategy accordingly.
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