Could your nonprofit use $10k of google ads for free each month?
In 2015 alone, $373 billion was donated to more than 1.5 million different non-profit organizations. Thats a lot of organizations, and a LOT of money. If those donations were dispersed evenly among these organizations, each would have received approximately $746,000. They are however not dispersed evenly, the lion’s share of these charitable offerings land behind the largest non-profits, with the best marketing teams, and greatest public exposure (and probably the most obscenely wealthy backers, but let’s focus on things we can change right?).
Well wait a second, last time we checked the stock index, Google qualifies as obscenely wealthy, and would you look at that – they’re trying to disperse their donations to nonprofits on the web, evenly!
Google wants to amplify your good works.
So, you’re a non-profit and would like to get in on this monthly 10k donation in the form of web advertising. Where do we even start?
There are a few obvious qualifications google requires to make sure folks aren’t taking advantage of the grant:
- You can’t use the ads to sell products or services that don’t go directly to supporting your program.
- You can’t sell financial products on the site
- You can’t solicit property donations (like cars/boats/houses etc.)
If your 501c3 isn’t about the three things above, there are a few caveats to consider:
- The grant money can only be spent on text ads. (largely benefits people that have sites with real content on it, or valuable information.)
- The bids you make using the $10k are capped at $2 per click
- Paid bids competing for the same keyword will show up above your ads.
If you read the two lists above and thought, man, this is still perfect for us. Awesome!
Then blow it out of the water.
This is a particularly great opportunity for nonprofit brands that have a primary goal of raising their visibility, and brand recognition (which could raise donations & awareness). The organizations positioned best to take advantage of this, maintain an innovative web presence.
The fun doesn’t actually cap out at $10,000. Non-profits that manage their Ad Grant well, can have their grant expanded to $40,000 per month (google grants pro). Considering AdWords controls roughly 67 percent of online advertising market share, these grants have the potential to completely change the planet that your brand recognition lives on.
Shameless Self Promotion:
If you really want to capitalize on a fresh influx of new visitors to your non-profit’s site, the place you’re driving these visitors to needs to be carefully thought out to present your brand in a remarkable light. Well-planned and well-executed websites effectively tell a brand’s story, engage and inform an audience, and provide real solutions. Lacking a great site for people to arrive on when they click your ads most likely will increase your website’s bounce rate, and possibly even diminish your brand’s value in the eyes of potential supporters.
For a full list of eligibility requirements you can visit https://www.google.com/grants/eligibility/
Credits: Charity Navigator