The world of nonprofit advertising is increasingly becoming a complex affair. Gone are the days when you could mainly count on direct mail, door-to-door solicitations, and flyers to drive your fundraising efforts. Today, you’d need to run expensive marketing campaigns to connect with potential donors. That can leave many nonprofits operating on sparse resources against mounting needs.
Luckily, the Google Ad Grants program is out to tip the scales in your favor. The program offers nonprofits up to $10,000 every month to run digital advertisements on Google.com. That amounts to potentially having an annual advertising budget of $120,000 to advance your cause and solicit donor support.
How Do Google Ad Grants Work?
The Google Ad Grant program offers qualifying nonprofits a $10,000 credit each month to splurge on Google Ads. The amount is prorated to give you a daily spending limit of $330. You can use this grant to run text-based ads on the Google advertising network. These advertisements appear at the top of the Google search result pages.
Naturally, Google ensures only nonprofits leverage this grant by imposing strict eligibility criteria. Luckily, this should be a low bar to clear for all duly registered nonprofits. To be eligible, your organization must:
- Be verified by TechSoup as a legit nonprofit organization.
- Hold a valid charity status in your respective country.
- Abide by the Google Ad Grant Program’s terms of service.
- Have a professional and functional website.
Applying for Google Ad Grants for Nonprofits
The application process is open year-round and you can apply if your organization meets the four basic eligibility requirements. Once approved, you can harness the power of online advertisements for years to come if you abide by the rules.
While the application process is straightforward, it may take up to 60 days to get approval. That’s because it’s a multi-stage setup process involving two different organizations and various departments within Google. But the wait is worthwhile since the grant provides a generous monthly advertising budget, potentially for life. Once you start running ads using the grants, you must keep your account in good standing to remain active.
Benefits of Google Ad Grants
Taking advantage of Google Ad Grants is a cost-effective way to help your nonprofit achieve its goals and mission. Since Google Ads receive 400% more clicks than all other networks, you can run highly successful online marketing campaigns by targeting the best keywords. Google Ads will connect your nonprofit with people who share its passion and support your cause.
The grant program is a low-risk marketing tool to help you raise awareness. It can help skyrocket and refine your ability to promote your projects, recruit volunteers, and connect with donors. Research shows running Google Ads with this grant can drive up to 60,000 people to visit your website yearly. It’s an excellent way to connect with thousands of people who share your passion.
Laser-targeted Google Ads campaigns drive like-minded people to your website, where they can interact with your brand. You can introduce and educate them on your mission, goals, and programs. You can share your success stories and challenges you face and galvanize web visitors to take action and support your cause. It’s likely that people will readily support and donate to your nonprofit if you can demonstrate tangible results.
Conversion tracking offers deep insights into target audience values and priorities. You can then use your subject-matter expertise to position your nonprofit as a thought leader. That will lead more people to engage with your content, sign up for your newsletter, or donate.
Google Analytics helps you analyze and optimize each marketing campaign for engagement. You can target the keywords that best align with your brand mission while minimizing the competition. Rather than trying to replicate what other nonprofits are doing, you can identify your niche audience and get the support you need to achieve your core mission.
Maximize Your Opportunity for Growth: It’s a No-Brainer!
Google Ad Grants put invaluable marketing resources in the hands of eligible nonprofit organizations. The Google Ads Grant program can give you a $10,000 monthly “war chest” with few limitations to further your cause. You can use this bounty to raise awareness, attract new donors, recruit workers and volunteers, or increase donations.
Following the Google Ad Grants program guidelines practically guarantees that your grant renews each month like clockwork. Running laser-targeted ad campaigns can help keep your nonprofit flush with donations to achieve your mission. It also means you’ll never underfund your core initiatives to create an advertising budget. With Google Ad Grants, you can have a consistent marketing fund to grow your charitable efforts and help more people.
Smith & Harroff Can Help Set Up and Manage Your Google Ad Grants Program
If you would like to learn more about how we can help you set up your Google Ad Grants program, please set up a time for an exploratory call.
