Knowing that I and my Boston-area digital marketing agency team help clients obtain, maintain, and optimize Google Nonprofit Ad Grants, a few weeks ago a fellow digital marketing consultant asked me if I ever had a client utilize the entire $120,000 in free Google Ads search advertising available thru the Grant. While I knew generally that a few of our nonprofit (NPO) clients who offered products and services across all of the U.S. (vs. in a smaller city/town or state geography) were able to really capitalize on the free advertising $/media buy available annually via their Grant, it prompted me to both dig deeper on what % of their Grant dollars were being used, and to detail in this blog post, the various ways our marketing agency’s Google Ad Grant clients have used their search-advertising funds.
I hope that, by documenting here the types of nonprofits we’ve worked with who have obtained a Grant and successfully employed Google Nonprofit Grant monies, I might inspire other NPOs to either apply for a Google Grant, or use their Google Ads Grant differently or better to maximize it.
What Types Of Nonprofits Qualify For A Google Nonprofit Ad Grant
Let’s start with the types of nonprofit organizations we’ve helped obtain and/or capitalize on their Google Nonprofit Ad Grant:
- religious organizations
- organizations that offer training programs/coaching to at-risk women/women in-transition
- organizations serving those with special needs and/or disability
- organizations that serve financially challenged/at-risk teens in both the U.S. and abroad
- arts organizations
- environmental organizations
Most non-profits who apply for a Google Nonprofit Ad Grant will qualify for one unless they are a government agency/entity, a healthcare provider like a hospital, or an education institution (philanthropic arms of colleges and universities may qualify for a grant). We’d be glad to coach you thru the Google Nonprofit Ad Grant application process. The initial part is pretty simple, and starts with applying for a Google Nonprofit Account and joining Tech Soup if you haven’t done so already. But, you do need to know how to set up a campaign that effectively meets certain Google Nonprofit Ad Grant search advertising requirements, including using certain available advertising features.
Does Anyone Ever Use Their Entire Annual Google Nonprofit Ad Grant Funds?
The answer to the above is likely “yes,” or close to it. As alluded to above, the broader the geographic area in which a nonprofit offers support, services, and products, the more likely they are going to be able to employ much of the available monthly $10,000 in free paid search advertising, particularly if the volume of individuals searching on terms relevant to what the nonprofit offers is significant.
We just conducted an audit of several of our Google Nonprofit Ad Grant clients who are able to offer all or some of their products and services across the whole U.S. All three of them sell products and services that are available for purchase by anyone in the U.S. For example, one sells mass cards to fund the great work they do; another sells curriculum and online training programs; a couple have online gift stores whose sales allow them to provide the services they do to constituents. One client will likely use 70% of their annual Google Ad Grant dollars ($120,000) by year’s end; another about one-third; and another, about one-third. It’s not easy to properly and effectively employ those large search advertising budgets, but it shows it is possible! And, of course, we’d be glad to brainstorm with you to come up with creative ideas for optimizing Grant dollars.
How Can I Use My Google Nonprofit Ad Grant Dollars?
Many of our Google Nonprofit Ad Grant clients are using their Google Grant in a number of simultaneous ways, including the following:
- Drive sales of products, therefore, tangible goods, such as those available in an online store/shop that fund their good work in our communities
- Cause use of the organization’s on-site services or online/virtual services
- Recruit volunteers for their organization
- Through general/branding messaging, create awareness of their organization among appropriate audiences in an attempt to secure donations (keep in mind that ads specifically asking for donations aren’t effective; but letting individuals and orgs. that are interested in your cause know about you can be effective with development efforts)
- Support attendance at paid or free events, including webinars, seminars, workshops, courses, and classes
- Cause target audiences to visit/read/use resources/information on their site, or download information
- Cause appropriate individuals to fundraise on the organization’s behalf/participate in the organization’s fundraiser
- Cause target audiences to be an advocate for the organization’s cause or the general/broader cause with which the organization is associated
- Cause other desired “conversions,” i.e., desired behaviors, such as:
- e-mail/e-newsletter sign-up
- podcast listening
- visits to organization’s physical site for a variety of reasons
- survey taking
We think Google Nonprofit Ad Grants are a well-kept secret and are often under-utilized by nonprofits — either because they don’t apply for and employ one to see if it will work for them, or they obtain one and don’t use it for the many purposes they could or should.
As an affiliate member of the MA Nonprofit Network, the team at Results C & R gets great satisfaction from helping nonprofit organizations obtain and maximize their Google Advertising Grant to support achievement of a variety of objectives. Want to learn more? Set up a complimentary time to chat today! And, check out these two additional resources: