Having the Kind of Money to Make it Happen | Online Marketing

Google Ad Grants Nonprofit Guide

Oct 08


Non-profit Startups:

I’ve realized getting your foot in the door is easier said than done when it comes to non-profit startups. The main focus for startups is growth and impact—how will the numbers go up. How can you make your donor numbers go to the right? Do you worry how impactful the mission is to attract those donors? These pain points are experienced in almost every non-profit starting out. I’ve found many small startups struggle with capturing an audience for their cause because they have no budget:

  1. No budget for online marketing
  2. No budget for a well-designed website-that captures their target audience
  3. No budget for routine website maintenance
  4. No budget for technical support


Google Grants: Helping Non-profits Market Online

Marketing is not a luxury; it’s a necessity, not only for the for-profit world but also for the non-profit sector. Let’s be honest the majority of startups don’t have tens of thousands of dollars to produce the results they need. So how do you go about capturing an audience, and putting your message out there for the whole world to see? The more people that know about your cause, the more people will take part of the movement. That’s why there is free advertising through Google. In an article written by Zach Katkin, President of Atilus, he shares with us exactly how a non-profit can advertise online.


Grow Your Non-profit With Adwords: PPC

Pay Per Click is also known as Adwords, when I first started working for an Internet Marketing company- I thought they were two different concepts-I still laugh about it. You learn something new everyday, if you’re not learning, you’re not growing.

Google Ad Grants is an online advertising tool, which empowers non-profit organizations, to help promote their mission. Google gives $10,000 per month in in-kind Adwords advertising to non-profits that meet the eligibility requirements. According to Google those requirements are as follows:

  1. To be eligible for the Google Ad Grants program, your organization must:
    1. Hold current and valid charity status, as determined by your country.
    2. Acknowledge and agree to the application’s required certifications regarding nondiscrimination and donation receipt and use.
    3. Having a functioning website with substantial content
  2. Please note that the following organizations are not eligible for Google Ad Grants:
    1. Governmental entities and organizations
    2. Hospitals and medical groups
    3. Schools, childcare centers, academic institutions and universities (philanthropic arms of educational organizations are eligible).

Google Ad Grant Program Details:

  • A daily budget set to $329 USD, which is equivalent to $10,000 per month
  • A maximum cost-per-click (CPC) limit of $2.00 USD
  • Only run keyword-targeted campaigns
  • Only appear on Google search results pages
  • Only run text ads

Can you turn down free advertising to help maximize traffic? This is just one of the many resources that will help those non-profits with no budget.


Your Online Marketing Campaign:

I recently read an article written by Richard Stokes, Author, Founder and CEO of AdGooroo. In Richard’s article he teaches you the tricks needed to create effective marketing campaigns. When creating these campaigns it’s best to “walk a mike in your ideal prospects’ shoes”, which implies gaining insight into their thoughts, hopes, and dreams. When you understand their story, you’ll have a greater idea of the keywords they type into a search network.

Its not about having tens of thousands of dollars to make it happen, its about having the will to acquire the knowledge needed for growth. Start advertising online today and grow your non-profit!

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