The Google Ad Grant combines marketing and fundraising opportunities so nonprofits like yours can amplify their missions and reach larger pools of donors, volunteers, and advocates. By equipping eligible organizations with $10,000 in ad credits per month, the program enables them to increase website activity and digital conversions.
Your nonprofit can strategically leverage your website and push your mission forward by getting started with Google Ad Grants to establish a dependable marketing foundation. In this complete guide to Google Ad Grants, you’ll learn:
At Getting Attention, we specialize in Google Ad Grants management so nonprofits can take full advantage of the program. With professional guidance on the latest best practices, your nonprofit can effectively connect with a larger pool of motivated prospects. Let’s dive in!
What Is the Google Ad Grant?
Google Ads are a digital marketing solution that businesses and nonprofits use to promote their products, services, and other content to web users. Essentially, advertisers bid on keywords that strategically target their ideal audience. If they win the bid, their ads will appear on Google’s search engine results pages (SERPs).
The Google Ad Grant program is a free version of Google Ads for select charitable organizations. While regular Google Ad accounts have to pay per ad click, Google Grant participants can display their advertisements for free. That way, nonprofits can allocate less of their budgets toward marketing.
The grant gives eligible nonprofits $10,000 in free monthly advertising credits. As long as the organization complies with the program’s rules, the grant will automatically renew each month.
Organizations can use their grant money to bid on different keywords and promote specific pages on their website through text-based ads on the SERPs for those keywords. These promoted pages most often include:
- Donation pages
- Service pages
- Educational content
For example, when you search for “ocean conservation” on Google, you’ll see advertisements at the top and bottom of the page for content from nonprofits dedicated to supporting this cause. Some of these are donation pages, while others are service pages or blog posts that explain the organization’s work.
The program’s overall goal is to make a positive impact by enabling nonprofits to increase awareness of their causes. Since 2003, Google has awarded more than $10 billion in free advertising to more than 115,000 nonprofits across 51 countries.
While the Google Ad Grant program is entirely free, creating and maintaining your account will take substantial time and effort. To truly be successful, you’ll need to either devote staff time to managing your ad campaigns or outsource the work to a Google Ad Grants agency.
How Do Google Ads Differ From Organic Search?
Google Ads and organic search results serve different purposes but are both essential for online visibility. While Google Ads are paid placements that appear at the top and bottom of SERPs, organic results are unpaid listings that appear based on SEO factors and each page’s relevance to the search query. Organically achieving high rankings requires optimizing website content, building backlinks, and ensuring a good user experience.
While both are essential for improving online visibility, nonprofit SEO and Google Ads are best suited for different goals:
- SEO is best for long-term growth and creating a sustainable online presence. By optimizing content to rank organically on SERPs, your nonprofit can generate more leads for revenue-generating programs, services, and products. SEO can increase traffic from qualified online audiences and grow your brand recognition. Essentially, it’s a cost-effective strategy for attracting consistent traffic over time.
- Google Ads are best for immediate visibility and targeted campaigns. With Google Ads, nonprofits can quickly appear at the top of SERPs for specific keywords. It’s ideal for time-sensitive campaigns, fundraising events, and promoting specific actions like donations and volunteer sign-ups.
Nonprofits should leverage both strategies to maximize their online impact. Plus, when you optimize your website for SEO, you’ll also have effective landing pages to promote via Google Ads.
While our team at Getting Attention can help craft your Google Ads strategy, we recommend turning to the experts at Nexus Marketing for your SEO needs, particularly if you generate significant revenue by selling products, programs, or services.
With more than 10 years of experience in ROI-driven SEO within the mission-driven sector, Nexus Marketing’s talented team can craft strategic SEO content that captures your brand and reaches your audience. The agency has an extensive network of 500+ partners in the nonprofit, association, faith-based, education, and healthcare sectors, so you can scale your organization’s authority-building strategy and fuel your SEO growth.
Google Ad Grant Eligibility Requirements
To be considered eligible for the Google Ad Grant, Google requires that nonprofits meet several requirements. After all, $10,000 per month is a sizable contribution! We have an entire article that walks through the program’s eligibility requirements, but let’s cover the highlights.
What Are the Google Grant Eligibility Requirements for Nonprofits?
To apply for Google Ad Grants, nonprofits must first meet the program’s universal standards, which include:
- Holding current and valid charity status. For U.S.-based organizations, you must have current 501(c)(3) status, meaning that the IRS recognizes you as an official charitable organization and exempts you from tax obligations. Google requires organizations to be verified by Percent.
- Acknowledging and agreeing to the Google Ad Grant’s required certifications. You’ll need to agree to Google’s process of receiving and using donations obtained from the grant, as well as the Google for Nonprofits and Google Ads terms of service.
- Having a functioning website that provides valuable content on your nonprofit and mission. Any information you promote through Google Ad Grants has to live on your nonprofit’s website. As part of their standard eligibility check, Google requires that you own the domain, have unique website content, and feature a detailed description of your organization’s mission and activities.
- Having an SSL certificate. SSL stands for Secure Sockets Layer and is a security protocol between a web server and a browser. It will cause a lock icon to appear in the navigation bar in Google Chrome. If there is no lock and you see the words “not secure” next to your website’s URL, it means SSL is not installed or there is another issue.
If your organization has a solid foundation in the digital space, it doesn’t take much to be eligible for the Google Ad Grant. However, to save time and trouble, Google Ad Grant managers can help you check your eligibility.
Which Organizations Are Not Eligible for Google Ad Grants?
While the Google Ad Grants program is widely available to many nonprofits, there are some exceptions. Organizations that are not eligible to apply for Google Ad Grants include:
- Governmental entities and organizations
- Hospitals and healthcare organizations
- Schools, academic institutions, and universities—however, the fundraising arms of educational organizations are eligible!
The Google Ad Grants team implements these requirements to ensure that only organizations that will genuinely benefit from the program apply. However, Google also offers a similar grant program for educational institutions in addition to the nonprofit program. If that applies to your organization, check it out!
How to Apply for the Google Ad Grant Program
If your nonprofit meets all of the eligibility requirements and is ready to apply for the Google Ad Grant program, follow these basic steps:
1. Enroll in Google for Nonprofits.
You must have an active Google for Nonprofits account to apply for the Google Ad Grants program. If you already do, you can skip this step. Otherwise, the application is available through Google for Nonprofits.
With a Google for Nonprofits account (for U.S. organizations), you’ll receive access to Google Ad Grants, along with these additional services:
- Google Workspace for Nonprofits, which includes free access to Google’s apps like Gmail, Drive, Calendar, and Meet.
- YouTube Nonprofit Program, which provides nonprofits with special features on YouTube, like a donate button.
- Google Earth and Maps, which helps users locate community programs and resources in their area.
To enroll in Google for Nonprofits, you’ll need to provide your tax ID number, contact information, and other relevant information about your nonprofit.
When getting started with Google for Nonprofits, you will also register your organization with Google’s technology verification partner, Percent. Just click the “Get Started” button on Google for Nonprofit’s home page and fill out the requested information. Google will forward your information to Percent to complete the registration process.
2. Make Sure Google Analytics Is Installed on Your Website
While Google Analytics is important for your own website data tracking purposes, having it installed is also required prior to applying for Google Ad Grants.
Install Google Tag Manager on your website and set up conversion tracking goals for your site. To determine these goals, think of valuable actions that you want your audience to complete while on your site, like donating or signing up for your newsletter. These goals will guide your analytics strategies and provide insight into conversions for the pages that most effectively inspire visitors to take action.
3. Validate Eligibility with Goodstack
Goodstack is Google’s new eligibility verification partner. They’ll verify your nonprofit’s 501(c)(3) status and other aspects so you’ll be pre-approved to apply for Google Ad Grants.
4. Submit Your Website and Account to the Google Ad Grants Team for Review
After your Google for Nonprofits account is approved, you’re ready to apply for the Google Ad Grants program! You’ll need to submit your website for review to the Google Ad Grants team. They’ll certify whether you’re eligible by determining if your web presence and content are ready. This typically takes three business days. Once you’re approved, Google will send further instructions for you to start building out a basic Google Ads account, which you’ll also need to submit for review.
When you apply, you’ll be given the choice of a “Smart Campaign” or a “Classic” Google Ads account. To gain access to the full suite of tools and options, make sure you apply for the “Classic” account, as the “Smart Campaign” is a much more basic version of Google Ad Grants. Then, you’re ready to start building out your Google Ad Grants management plan.
How Nonprofits Can Use Google Ad Grants
The Google Ad Grant program does more than drive traffic to your website. It allows nonprofits to create targeted ads that spread awareness about a cause and recruit passionate supporters to take action.
Effective Google Ad Grants management empowers nonprofits to:
- Inform and educate the public about their missions by promoting educational content.
- Increase the visibility of upcoming events like webinars, conferences, and fundraisers.
- Share volunteer registration forms and other volunteer-related content to boost recruitment.
- Promote advocacy activities like online petitions or click-to-call campaigns.
- Share donation and sponsorship opportunities to boost revenue generation.
- Provide information to potential beneficiaries about the organization’s services.
You can promote a wide range of content with Google Ad Grants. Just think carefully about how the pages you choose support your nonprofit’s goals.
What Goals Don’t Align With The Google Ad Grant Program?
Certain goals may not align well with the Google Ad Grant program’s structure and restrictions. Here are some specific objectives that may not be suitable for the Google Ad Grant and how you can accomplish them with different marketing channels:
- Direct Revenue Generation: The primary purpose of the Google Ad Grant is to raise awareness and drive engagement, not sales. Ads promoting commercial activities like professional development products or camp registrations might not perform well under the grant’s restrictions. Focus instead on email marketing, content marketing, and affiliate marketing since these channels allow for direct engagement with potential buyers.
- Brand Building: While Google Ad Grants can help increase visibility, building a strong, recognizable brand requires a more comprehensive marketing approach. Paid multimedia ads, social media campaigns, affiliate marketing, and content marketing are better suited for brand building.
- Targeting Highly Competitive Keywords: Organizations targeting highly competitive keywords may find that Google Ad Grant ads do not provide the desired level of visibility. The grant restricts bids to $2 per click, and while there are ways to exceed this bid cap, it might not be enough to get ads chosen for competitive keywords. Instead, focus on SEO efforts to rank organically for these terms, along with strategic investments in paid ads.
The experts at Nexus Marketing can help you create a comprehensive digital marketing strategy to achieve long-term goals like the ones listed above. From their high-quality SEO work and networking opportunities to email marketing and video production services, Nexus has the resources you need to boost sales via organic marketing strategies.
For instance, the Nonprofit Leadership Alliance (NLA) works with Nexus to increase its digital presence and drive more sales for its Certified Nonprofit Professional (CNP) credential and Leaderosity Programs. Through optimized product pages, educational blog posts, partner posts throughout Nexus’ network, webinars, and more, NLA now ranks on page one for 32 new high-priority keywords.
Maintaining Your Nonprofit’s Google Ad Grants Eligibility
Rather than being a one-and-done event, Google Ad Grants eligibility requires ongoing maintenance. While regularly visiting the official compliance page is your best bet for up-to-date policies, here are the most important requirements to remember as you develop your campaigns:
- Don’t use single-word keywords unless it is one of the approved exceptions.
- Avoid overly generic keywords that don’t indicate the intent of the person searching, such as “free videos”, “e-books,” or “today’s news.”
- Ensure your keyword quality has a score higher than 1 or 2. You can determine keyword quality with expected clickthrough rate, ad relevance, and landing page experience.
- Maintain at least a 5% click-through rate (CTR) each month. CTR is the number of clicks your ad receives divided by the number of impressions, or times your ad is shown. For example, if you had five clicks and 100 impressions, then your CTR would be 5%.
- Have valid conversion tracking set up through Google Analytics and Google Tag Manager.
- Have at least one responsive search ad per ad group.
- Have at least two sitelink ad extensions that link to additional pages on your site.
- Respond to the annual program survey sent to the login email addresses on each Ad Grants account.
Frequently check (and consider bookmarking) the Google Ad Grants compliance page to ensure you stay up-to-date, as the rules occasionally change. Failing to comply with the Google Ad Grants policies will lead to your entire account being suspended. Here are the most common reasons for account suspension:
- Losing your organization’s 501(c)(3) status
- Failing to meet the eligibility criteria
- Abusing the ad network
- Failing to re-verify your account
- Repeatedly violating the program’s terms and policies
- Misrepresenting your organization
These limitations not only ensure your nonprofit remains eligible for the grant but also help you make the best use of the grant money. If you have any questions, your best bet is to rely on a dedicated Google Ad Grants management team that spends its time familiarizing itself with the program rules.
Benefits of Google Ad Grants for Nonprofits
If your nonprofit has a website and is active online, applying for a Google Ad Grant is the natural next step for your marketing strategy. After all, current and prospective supporters are likely already looking up topics related to your mission.
While free funding and connecting with new supporters is undoubtedly a plus, there are additional, specific benefits of properly using the Google Ad Grant program. Let’s explore a few advantages that nonprofits experience when they invest in Google Ad Grants.
1. Better Site Engagement
You spend time creating valuable content for your nonprofit’s website because you want to provide high-quality information and resources that help visitors better understand your mission. Google Ad Grants allow you to direct visitors to the pages that they’ll find most valuable, improving the user experience.
By analyzing the search intent for different keywords, you can pinpoint what content searchers will find most valuable. For instance, someone who searches for “animal shelter volunteering” would be a strong prospect for an animal rescue’s volunteer program. In that case, that organization would want to use its Google Ad Grant money to promote its “Volunteer” page, where visitors can explore volunteer opportunities.
2. Increased Online Conversions
Backed by a strategic Google Ad Grants management plan, you can effectively promote key pages and forms to boost conversions for activities such as:
- Event registrations and ticket sales
- Donations
- Volunteer registrations
- Online petition signatures
- Email list signups
Whether you’re focused on becoming well-known in the event space or advocating for a cause that’s important to your community, effective Google Ad Grants management can get you there. Think through the specific pages you promote and how they’ll help you meet your conversion goals.
3. Enhanced Supporter Communications
If you work in mission-driven marketing, you understand the ongoing challenges of increasing your email open rates, boosting social media interactions, and generally keeping your supporters informed.
Google Ad Grants are a natural addition to your communication strategies. While they certainly don’t replace your need to email and text supporters, they can help increase your visibility online. Strategically amplify your web content on Google so that it’s delivered directly to those most likely to support your cause, whether they’re longtime supporters or brand new to your nonprofit.
4. Insight Into Digital Supporters’ Motivations
When you leverage Google Ad Grants, you’ll be able to track campaign performance through Google Analytics, view the exact actions users take once they enter your site, and draw conclusions about what inspired them to get involved.
Google Analytics will provide you with in-depth data regarding:
- The success of your ad campaigns
- The sources driving visitors to your site
- The actions users take on your website
With this information, you can optimize the content you’re promoting via Google Ad Grants, effectively inspiring more users to engage with your cause.
5. No Competition For Funds
One of the best parts of the Google Ad Grants program is that it doesn’t limit its grants to a select few organizations. Traditional grants require organizations to compete for funding, and whichever organizations craft the best proposals are most likely to win the grant.
With Google Ad Grants for nonprofits, there’s no competition to win the grant money. Instead, any organization that applies and meets the program’s requirements will be awarded $10,000 in ad credits each month.
Tips for Effective Google Ad Grants Management
After setting up your Google Ad Grants account, you still need to allocate your $10,000 smartly, create targeted campaigns with carefully chosen keywords, and track those campaigns. Here are 12 easy ways you can make the most of the program.
1. Create Valuable and Promotable Website Content
For your Google Ad Grants account to provide value, you need to have high-quality website content that inspires your audience to take action. Your pages should have:
- A high search volume topic. To get a better idea of the terms and topics your audience is actively seeking out, check out Google Trends or other search engine optimization (SEO) tools like Moz.
- One single focus. While you should certainly target high-traffic keywords, don’t simply lump them into one page. Each distinct topic should have its own page or blog post on your website.
- Enough content. Taking the time to develop researched and comprehensive pages will not only align your content better with your Google Ad Grants campaigns but also increase your organic search engine rankings.
- Effective calls to action. Users should know the exact next step you want them to take. From filling out a form to signing up for text alerts, make this next step clear with a strategically placed call to action in the form of a prominent button or link.
- Mobile responsiveness. According to Double the Donation’s fundraising statistics, more than half of all nonprofit website traffic comes from mobile devices. Ensuring that your content is mobile-friendly will encourage mobile users to stay on the site and continue exploring your content.
Valuable and promotable website content is not only critical to getting your account approved, but it also ensures that the Google Ad Grant actually helps you gain meaningful conversions.
2. Measure Campaign Performance
Upkeep is vital to your campaign performance. For the Google Ad Grant, it all depends on your ability to monitor (and translate) performance data and make adjustments as needed.
Managing your Google Ad Grant campaigns can be simple, but you need to set up conversion tracking and data analytics in order to do so successfully. The best part is that to apply for the Google Ad Grant, you’ll already have Google Analytics installed on your website, so use it! Set up one or more “Goals” within Google Analytics so you can track valuable actions on your website.
To determine the best goals to track, explore your website and note the actions that you want users to take the most to push your mission forward. Common goals include:
- Online donations
- Volunteer registrations
- Email list sign-ups
- Contact form submissions
- Event registrations
- Online petition signatures
Set up conversion tracking for each action using Google Analytics. Monitoring performance on an ongoing basis is key to ensuring your nonprofit continues to comply with all Google Ad Grant rules.
3. Understand Your Target Audience
Google Ads provides several options when it comes to how often your ads will appear and who will see them. That’s why you should define your target audience for each of your campaigns and the keywords you want to target. Then, you can leverage this information and configure your campaign settings accordingly to ensure ads show up for the intended audience.
Thorough keyword research also allows you to shape your content to meet users’ needs and make them more likely to convert. By understanding what your audience is searching for when they look up different terms, you can adjust your ads so that they’re more likely to show up whenever they’re searching online.
4. Focus on Generating Quality Conversions
This may come as a surprise, but the majority of nonprofits using Google Ad Grants actually don’t spend the full $10,000 every month. This could occur for many reasons, but two of the most common are:
- Difficulty in management: Not every nonprofit has the resources and support to maintain multiple marketing campaigns, resulting in a large amount of credit not being put to use.
- Lack of high-quality online content: If your Google Ads aren’t performing well, it might be because your website and other online content aren’t meeting the needs of your audience.
However, just because you don’t spend $10,000 a month doesn’t mean you don’t have a fully optimized and successful Google Ads account. For instance, perhaps your audience is relatively narrow. If you’re promoting ads in one specific city, you probably don’t need to spend the full amount of money to target your entire audience.
The bottom line: It’s much more important to focus on the quality of your visitors and the number of online conversions than just maxing out your monetary quota.
5. Experiment With Your Ad Titles and Copy
Each ad within your Google Ad Grant account will be made up of several components, including a headline (title) and description (copy). Think of your headlines as a way to grab users’ attention and your descriptions as an explanation of why they should click through to your site.
With Google’s responsive search ads feature, Google will automatically test different headlines and descriptions for you. You’ll enter a variety of headlines and descriptions. Then, Google will algorithmically mix and match them to find the combinations that are most relevant to a search term and will drive more clicks.
This feature reduces the manual labor needed to manage your account, saving your marketing team time crafting multiple variations of each ad.
6. Choose Your Keywords Carefully
Your keywords—the word combinations and phrases that users enter into Google—are a vital part of your Google Ad Grant campaigns.
Put yourself in your supporters’ shoes and ask yourself which keywords you’d type into Google to find your nonprofit’s programs, services, and engagement opportunities. Then, head to Keyword Planner to find related keywords that users also search for.
Additionally, you can use negative keywords to indicate which audiences you don’t want your ads shown to. Monitor the search queries that lead people to your site and determine which terms aren’t relevant to your organization. This will allow you to continue refining your list of negative keywords and only show your ads to those who will be interested.
7. Pick the Right Landing Pages
When choosing keywords for different ad campaigns, think carefully about what landing pages you’ll assign to them. Remember, your goal is to meet searchers’ needs with your ads. A common mistake is to send users to your homepage, leaving it up to them to find the desired information. Instead, sending them to a page tailored to the initiative you’re promoting makes them more likely to take specific actions.
Let’s say you’re looking to boost registrations for an upcoming 5K fundraiser for your nonprofit. When users search terms like “upcoming races near me,” they expect to find information and registration pages for 5Ks, 10Ks, and other races. In this case, the best web pages to promote are your 5K race information and registration form.
You should also consider what types of content to create that your Google Ads will link to. If it seems like users are actually searching for an educational guide on the topic, you’d likely want to create effective “cornerstone” content that someone searching for your keyword would find useful.
Cornerstone content refers to web content such as blog articles that are educational, high-quality, and align both with your organization’s overall purpose and potential searchers’ keywords. For example, a nonprofit with a mission related to protecting oceans might write an article explaining how beach clean-ups work and the positive impact they have on the environment and people living nearby. Then, someone who searches the term “beach clean-up” would see the nonprofit’s article and have their questions about the topic answered.
Cornerstone content can also promote your nonprofit’s other pages by including links to other blog articles, initiative information pages, and anything else relevant on your website. If your cornerstone content is detailed and valuable, readers will likely click on these links to explore the rest of your site.
8. Strengthen Your Ads With Geotargeting
Google requires all Ad Grant accounts to have proper location settings enabled. This allows you to use geotargeting to show ads in the locations where users will find your programs and services useful.
Here are a few tips for making the most of geotargeting:
- If you primarily serve your local community, show your ads in your town and nearby communities.
- If your nonprofit works in one area but primarily fundraises in another, adjust your ads to target users who are likely to donate. For instance, a humanitarian relief program that serves Indonesia but fundraises in the United States could use geotargeting to promote its fundraising activities to U.S.-based users.
- If you offer different services in various geographic areas, create separate campaigns to ensure the right content is delivered to the users it’s made for.
In the example below, Google delivered a specific ad to a user based on their location.
Without geotargeting enabled, ads like these would be delivered to people who aren’t geographically close enough to benefit. Targeting by location like this allows you to deliver content to your unique audience, meeting their needs and driving greater value for your cause.
9. Run Three to Five Ad Campaigns at a Time
Within your Google Ad Grant account, you’ll have separate ad campaigns composed of ad groups. These ad groups then host individual ads. For the best results, create your campaigns based on each core goal you want to reach, such as the content and opportunities you want to advertise. For most nonprofits, it’s best to run between three to five ad campaigns at a time to make the most of the Google Ad Grant funds without making managing your account overwhelming.
To create easy-to-manage campaigns, make sure to:
- Set clear goals
- Always keep the target audience in mind
- Use mobile-preferred ads
- Implement conversion tracking
- Modify campaigns when needed
What campaigns you choose to run will depend on your nonprofit’s current goals, but you should aim to run a campaign for each of your ongoing projects. For instance, you might run four campaigns: one focused on earning donations, the second focused on recruiting volunteers, the third to spread awareness about a new initiative, and a fourth to promote an upcoming event.
Creating separate campaigns like this allows you to allocate your budget to the topics that are imperative to your mission. Then, you can create ad groups that target specific keywords related to each primary goal.
10. Focus Each Ad Group on a Central Topic
Each Google Ad Grant campaign you create should have multiple ad groups that target related keywords. For best results, include at least three ads in each group. One ad per group should be a responsive search ad, or an ad that adapts to show more text and relevant messaging to your customers.
Within each ad group, you’ll have a cluster of related ads that target different keywords and phrases. For instance, let’s say your organization provides at-risk youth with mentoring services. Within your ‘Volunteer’ campaign, create a series of related ads that promote volunteer opportunities. In this case, your ads might target keywords like:
- Volunteer to teach kids
- Mentoring opportunities for underprivileged teens
- Teach underprivileged kids
Targeting specific topics with your ad groups will keep your Google Ad Grants account organized and structured properly. That way, you can see what goals the program is helping you to achieve.
11. Use a Liberal Amount of Ad Extensions
Ad extensions allow you to expand your ads with additional information and provide people with more reasons to click through to your online content.
In our Google Ad Grants account optimization guide, we dive into these extensions in detail. While there are several ad extensions to choose from, here are the most commonly used ones:
- Callout extensions: Add short bullet point phrases beneath your ads to emphasize key information.
- Sitelink extensions: Append links to other pages on your website.
- Call extensions: Enable mobile users to call your organization by tapping a button.
- Lead form extensions: Add a lead form directly to your ad.
Ad extensions encourage more users to engage with your Google Ads. Plus, robust ads with extensions naturally draw readers’ eyes, giving you a competitive edge over other ads.
12. Use Google Ads in Conjunction With Other Marketing Efforts
At this point, it’s clear that Google Ad Grants are a great addition to your nonprofit’s overall fundraising and communications strategy. Join the program to drive people to register for your email list, follow your social media accounts, or sign up to receive texts from your nonprofit.
Not to mention, you’ll gather a lot of useful data through your Google Ad Grants campaigns, which will be applicable to other advertising methods. By applying for Google for Nonprofits, you also have access to a suite of other specialized marketing tools designed to amplify your cause.
You can also extend your Google Ad Grants management skills to the Microsoft Ad Grant program. This program allows you to create ads across the Microsoft Search Network, so you can tap into a new audience that may not use Google. Carefully consider how your Microsoft and Google ads can complement one another, rather than simply replicating ads on both platforms.
Working With a Google Ad Grants Manager
Google Ad Grants management is a full-time job. Oftentimes, nonprofits will turn to professional consulting agencies to manage their Google Ad Grants accounts.
Invest in an agency that’s a certified Google Partner. These professionals have been recognized by Google as agencies that have demonstrated exceptional skill and expertise in managing Google Ad Grant accounts. They know what it takes to help your nonprofit meet eligibility requirements, select the right keywords for your cause, write ads to stand out among search results, and continually monitor campaign performance.
Ultimately, the price you pay to outsource the work to a professional will pale in comparison to the $10,000 you’ll receive in free funding—not to mention the revenue you’ll generate from your ad campaigns!
How Getting Attention Handles Google Ad Grant Management
As a proud Google-certified agency, our team at Getting Attention specializes in Google Ad Grants management with the intention of handling every aspect of the process for you, no matter if you’re learning about the program for the first time or need help getting your existing Google Ad Grant account off the ground.
Some of our core services include:
- Application and Eligibility Check: Our team of experts will verify your eligibility and can walk you through every step of the application process to ensure that your nonprofit is accepted.
- Account Hygiene: Maintaining your data and keeping it clean can be a pain point for many nonprofits. We’re here to ensure you never have to worry about outdated or duplicate data bogging down your Google Ads.
- Keyword Research: Through thorough keyword research, we’ll make sure you’re targeting the most relevant and useful keywords for your cause. That way, you can connect with valuable prospects who are likely to convert.
- Landing Page Optimization Guidance: High-quality and valuable website content is one of the most important components of a successful Google Ad Grants campaign. We’ll provide guidance to help you update your most important landing pages.
- Account Reactivation: Has your account lapsed or been suspended? We can help get your account reactivated, so you can continue doing the work that matters to your cause.
Even if you need solutions that don’t appear on our website, we’re open to chatting about our experience with the additional services you need. If you’re interested in a free consultation, contact us to learn more about how Getting Attention’s services can help your nonprofit grow!
Additional Resources for Better Google Ad Grants Management
The Google Ad Grants program is a great opportunity for nonprofit organizations looking to take control of their digital marketing and effectively expand their audience. However, getting started and maintaining your account requires time and effort.
Between developing high-performing landing pages and pinpointing the keywords that matter most for your work, there’s a lot of work that goes into effectively managing your account. That’s why we highly recommend outsourcing the work to a professional agency.
Ultimately, understanding all the Google Ad Grant rules in addition to best practices is your best bet when it comes to making the most of your account. If you want to continue your research on Google Ad Grants management and learn how to market your mission effectively, explore these additional resources:
Google Ad Grants: The Complete Guide + How to Get Started
/in Google Ad Grants, Nonprofit Communications /by Jessica KingThe Google Ad Grant combines marketing and fundraising opportunities so nonprofits like yours can amplify their missions and reach larger pools of donors, volunteers, and advocates. By equipping eligible organizations with $10,000 in ad credits per month, the program enables them to increase website activity and digital conversions.
Your nonprofit can strategically leverage your website and push your mission forward by getting started with Google Ad Grants to establish a dependable marketing foundation. In this complete guide to Google Ad Grants, you’ll learn:
At Getting Attention, we specialize in Google Ad Grants management so nonprofits can take full advantage of the program. With professional guidance on the latest best practices, your nonprofit can effectively connect with a larger pool of motivated prospects. Let’s dive in!
What Is the Google Ad Grant?
Google Ads are a digital marketing solution that businesses and nonprofits use to promote their products, services, and other content to web users. Essentially, advertisers bid on keywords that strategically target their ideal audience. If they win the bid, their ads will appear on Google’s search engine results pages (SERPs).
The Google Ad Grant program is a free version of Google Ads for select charitable organizations. While regular Google Ad accounts have to pay per ad click, Google Grant participants can display their advertisements for free. That way, nonprofits can allocate less of their budgets toward marketing.
The grant gives eligible nonprofits $10,000 in free monthly advertising credits. As long as the organization complies with the program’s rules, the grant will automatically renew each month.
Organizations can use their grant money to bid on different keywords and promote specific pages on their website through text-based ads on the SERPs for those keywords. These promoted pages most often include:
For example, when you search for “ocean conservation” on Google, you’ll see advertisements at the top and bottom of the page for content from nonprofits dedicated to supporting this cause. Some of these are donation pages, while others are service pages or blog posts that explain the organization’s work.
The program’s overall goal is to make a positive impact by enabling nonprofits to increase awareness of their causes. Since 2003, Google has awarded more than $10 billion in free advertising to more than 115,000 nonprofits across 51 countries.
While the Google Ad Grant program is entirely free, creating and maintaining your account will take substantial time and effort. To truly be successful, you’ll need to either devote staff time to managing your ad campaigns or outsource the work to a Google Ad Grants agency.
How Do Google Ads Differ From Organic Search?
Google Ads and organic search results serve different purposes but are both essential for online visibility. While Google Ads are paid placements that appear at the top and bottom of SERPs, organic results are unpaid listings that appear based on SEO factors and each page’s relevance to the search query. Organically achieving high rankings requires optimizing website content, building backlinks, and ensuring a good user experience.
While both are essential for improving online visibility, nonprofit SEO and Google Ads are best suited for different goals:
Nonprofits should leverage both strategies to maximize their online impact. Plus, when you optimize your website for SEO, you’ll also have effective landing pages to promote via Google Ads.
While our team at Getting Attention can help craft your Google Ads strategy, we recommend turning to the experts at Nexus Marketing for your SEO needs, particularly if you generate significant revenue by selling products, programs, or services.
With more than 10 years of experience in ROI-driven SEO within the mission-driven sector, Nexus Marketing’s talented team can craft strategic SEO content that captures your brand and reaches your audience. The agency has an extensive network of 500+ partners in the nonprofit, association, faith-based, education, and healthcare sectors, so you can scale your organization’s authority-building strategy and fuel your SEO growth.
Google Ad Grant Eligibility Requirements
To be considered eligible for the Google Ad Grant, Google requires that nonprofits meet several requirements. After all, $10,000 per month is a sizable contribution! We have an entire article that walks through the program’s eligibility requirements, but let’s cover the highlights.
What Are the Google Grant Eligibility Requirements for Nonprofits?
To apply for Google Ad Grants, nonprofits must first meet the program’s universal standards, which include:
If your organization has a solid foundation in the digital space, it doesn’t take much to be eligible for the Google Ad Grant. However, to save time and trouble, Google Ad Grant managers can help you check your eligibility.
Which Organizations Are Not Eligible for Google Ad Grants?
While the Google Ad Grants program is widely available to many nonprofits, there are some exceptions. Organizations that are not eligible to apply for Google Ad Grants include:
The Google Ad Grants team implements these requirements to ensure that only organizations that will genuinely benefit from the program apply. However, Google also offers a similar grant program for educational institutions in addition to the nonprofit program. If that applies to your organization, check it out!
How to Apply for the Google Ad Grant Program
If your nonprofit meets all of the eligibility requirements and is ready to apply for the Google Ad Grant program, follow these basic steps:
1. Enroll in Google for Nonprofits.
You must have an active Google for Nonprofits account to apply for the Google Ad Grants program. If you already do, you can skip this step. Otherwise, the application is available through Google for Nonprofits.
With a Google for Nonprofits account (for U.S. organizations), you’ll receive access to Google Ad Grants, along with these additional services:
To enroll in Google for Nonprofits, you’ll need to provide your tax ID number, contact information, and other relevant information about your nonprofit.
When getting started with Google for Nonprofits, you will also register your organization with Google’s technology verification partner, Percent. Just click the “Get Started” button on Google for Nonprofit’s home page and fill out the requested information. Google will forward your information to Percent to complete the registration process.
2. Make Sure Google Analytics Is Installed on Your Website
While Google Analytics is important for your own website data tracking purposes, having it installed is also required prior to applying for Google Ad Grants.
Install Google Tag Manager on your website and set up conversion tracking goals for your site. To determine these goals, think of valuable actions that you want your audience to complete while on your site, like donating or signing up for your newsletter. These goals will guide your analytics strategies and provide insight into conversions for the pages that most effectively inspire visitors to take action.
3. Validate Eligibility with Goodstack
Goodstack is Google’s new eligibility verification partner. They’ll verify your nonprofit’s 501(c)(3) status and other aspects so you’ll be pre-approved to apply for Google Ad Grants.
4. Submit Your Website and Account to the Google Ad Grants Team for Review
After your Google for Nonprofits account is approved, you’re ready to apply for the Google Ad Grants program! You’ll need to submit your website for review to the Google Ad Grants team. They’ll certify whether you’re eligible by determining if your web presence and content are ready. This typically takes three business days. Once you’re approved, Google will send further instructions for you to start building out a basic Google Ads account, which you’ll also need to submit for review.
When you apply, you’ll be given the choice of a “Smart Campaign” or a “Classic” Google Ads account. To gain access to the full suite of tools and options, make sure you apply for the “Classic” account, as the “Smart Campaign” is a much more basic version of Google Ad Grants. Then, you’re ready to start building out your Google Ad Grants management plan.
How Nonprofits Can Use Google Ad Grants
The Google Ad Grant program does more than drive traffic to your website. It allows nonprofits to create targeted ads that spread awareness about a cause and recruit passionate supporters to take action.
Effective Google Ad Grants management empowers nonprofits to:
You can promote a wide range of content with Google Ad Grants. Just think carefully about how the pages you choose support your nonprofit’s goals.
What Goals Don’t Align With The Google Ad Grant Program?
Certain goals may not align well with the Google Ad Grant program’s structure and restrictions. Here are some specific objectives that may not be suitable for the Google Ad Grant and how you can accomplish them with different marketing channels:
The experts at Nexus Marketing can help you create a comprehensive digital marketing strategy to achieve long-term goals like the ones listed above. From their high-quality SEO work and networking opportunities to email marketing and video production services, Nexus has the resources you need to boost sales via organic marketing strategies.
For instance, the Nonprofit Leadership Alliance (NLA) works with Nexus to increase its digital presence and drive more sales for its Certified Nonprofit Professional (CNP) credential and Leaderosity Programs. Through optimized product pages, educational blog posts, partner posts throughout Nexus’ network, webinars, and more, NLA now ranks on page one for 32 new high-priority keywords.
Maintaining Your Nonprofit’s Google Ad Grants Eligibility
Rather than being a one-and-done event, Google Ad Grants eligibility requires ongoing maintenance. While regularly visiting the official compliance page is your best bet for up-to-date policies, here are the most important requirements to remember as you develop your campaigns:
Frequently check (and consider bookmarking) the Google Ad Grants compliance page to ensure you stay up-to-date, as the rules occasionally change. Failing to comply with the Google Ad Grants policies will lead to your entire account being suspended. Here are the most common reasons for account suspension:
These limitations not only ensure your nonprofit remains eligible for the grant but also help you make the best use of the grant money. If you have any questions, your best bet is to rely on a dedicated Google Ad Grants management team that spends its time familiarizing itself with the program rules.
Benefits of Google Ad Grants for Nonprofits
If your nonprofit has a website and is active online, applying for a Google Ad Grant is the natural next step for your marketing strategy. After all, current and prospective supporters are likely already looking up topics related to your mission.
While free funding and connecting with new supporters is undoubtedly a plus, there are additional, specific benefits of properly using the Google Ad Grant program. Let’s explore a few advantages that nonprofits experience when they invest in Google Ad Grants.
1. Better Site Engagement
You spend time creating valuable content for your nonprofit’s website because you want to provide high-quality information and resources that help visitors better understand your mission. Google Ad Grants allow you to direct visitors to the pages that they’ll find most valuable, improving the user experience.
By analyzing the search intent for different keywords, you can pinpoint what content searchers will find most valuable. For instance, someone who searches for “animal shelter volunteering” would be a strong prospect for an animal rescue’s volunteer program. In that case, that organization would want to use its Google Ad Grant money to promote its “Volunteer” page, where visitors can explore volunteer opportunities.
2. Increased Online Conversions
Backed by a strategic Google Ad Grants management plan, you can effectively promote key pages and forms to boost conversions for activities such as:
Whether you’re focused on becoming well-known in the event space or advocating for a cause that’s important to your community, effective Google Ad Grants management can get you there. Think through the specific pages you promote and how they’ll help you meet your conversion goals.
3. Enhanced Supporter Communications
If you work in mission-driven marketing, you understand the ongoing challenges of increasing your email open rates, boosting social media interactions, and generally keeping your supporters informed.
Google Ad Grants are a natural addition to your communication strategies. While they certainly don’t replace your need to email and text supporters, they can help increase your visibility online. Strategically amplify your web content on Google so that it’s delivered directly to those most likely to support your cause, whether they’re longtime supporters or brand new to your nonprofit.
4. Insight Into Digital Supporters’ Motivations
When you leverage Google Ad Grants, you’ll be able to track campaign performance through Google Analytics, view the exact actions users take once they enter your site, and draw conclusions about what inspired them to get involved.
Google Analytics will provide you with in-depth data regarding:
With this information, you can optimize the content you’re promoting via Google Ad Grants, effectively inspiring more users to engage with your cause.
5. No Competition For Funds
One of the best parts of the Google Ad Grants program is that it doesn’t limit its grants to a select few organizations. Traditional grants require organizations to compete for funding, and whichever organizations craft the best proposals are most likely to win the grant.
With Google Ad Grants for nonprofits, there’s no competition to win the grant money. Instead, any organization that applies and meets the program’s requirements will be awarded $10,000 in ad credits each month.
Tips for Effective Google Ad Grants Management
After setting up your Google Ad Grants account, you still need to allocate your $10,000 smartly, create targeted campaigns with carefully chosen keywords, and track those campaigns. Here are 12 easy ways you can make the most of the program.
1. Create Valuable and Promotable Website Content
For your Google Ad Grants account to provide value, you need to have high-quality website content that inspires your audience to take action. Your pages should have:
Valuable and promotable website content is not only critical to getting your account approved, but it also ensures that the Google Ad Grant actually helps you gain meaningful conversions.
2. Measure Campaign Performance
Upkeep is vital to your campaign performance. For the Google Ad Grant, it all depends on your ability to monitor (and translate) performance data and make adjustments as needed.
Managing your Google Ad Grant campaigns can be simple, but you need to set up conversion tracking and data analytics in order to do so successfully. The best part is that to apply for the Google Ad Grant, you’ll already have Google Analytics installed on your website, so use it! Set up one or more “Goals” within Google Analytics so you can track valuable actions on your website.
To determine the best goals to track, explore your website and note the actions that you want users to take the most to push your mission forward. Common goals include:
Set up conversion tracking for each action using Google Analytics. Monitoring performance on an ongoing basis is key to ensuring your nonprofit continues to comply with all Google Ad Grant rules.
3. Understand Your Target Audience
Google Ads provides several options when it comes to how often your ads will appear and who will see them. That’s why you should define your target audience for each of your campaigns and the keywords you want to target. Then, you can leverage this information and configure your campaign settings accordingly to ensure ads show up for the intended audience.
Thorough keyword research also allows you to shape your content to meet users’ needs and make them more likely to convert. By understanding what your audience is searching for when they look up different terms, you can adjust your ads so that they’re more likely to show up whenever they’re searching online.
4. Focus on Generating Quality Conversions
This may come as a surprise, but the majority of nonprofits using Google Ad Grants actually don’t spend the full $10,000 every month. This could occur for many reasons, but two of the most common are:
However, just because you don’t spend $10,000 a month doesn’t mean you don’t have a fully optimized and successful Google Ads account. For instance, perhaps your audience is relatively narrow. If you’re promoting ads in one specific city, you probably don’t need to spend the full amount of money to target your entire audience.
The bottom line: It’s much more important to focus on the quality of your visitors and the number of online conversions than just maxing out your monetary quota.
5. Experiment With Your Ad Titles and Copy
Each ad within your Google Ad Grant account will be made up of several components, including a headline (title) and description (copy). Think of your headlines as a way to grab users’ attention and your descriptions as an explanation of why they should click through to your site.
With Google’s responsive search ads feature, Google will automatically test different headlines and descriptions for you. You’ll enter a variety of headlines and descriptions. Then, Google will algorithmically mix and match them to find the combinations that are most relevant to a search term and will drive more clicks.
This feature reduces the manual labor needed to manage your account, saving your marketing team time crafting multiple variations of each ad.
6. Choose Your Keywords Carefully
Your keywords—the word combinations and phrases that users enter into Google—are a vital part of your Google Ad Grant campaigns.
Put yourself in your supporters’ shoes and ask yourself which keywords you’d type into Google to find your nonprofit’s programs, services, and engagement opportunities. Then, head to Keyword Planner to find related keywords that users also search for.
Additionally, you can use negative keywords to indicate which audiences you don’t want your ads shown to. Monitor the search queries that lead people to your site and determine which terms aren’t relevant to your organization. This will allow you to continue refining your list of negative keywords and only show your ads to those who will be interested.
7. Pick the Right Landing Pages
When choosing keywords for different ad campaigns, think carefully about what landing pages you’ll assign to them. Remember, your goal is to meet searchers’ needs with your ads. A common mistake is to send users to your homepage, leaving it up to them to find the desired information. Instead, sending them to a page tailored to the initiative you’re promoting makes them more likely to take specific actions.
Let’s say you’re looking to boost registrations for an upcoming 5K fundraiser for your nonprofit. When users search terms like “upcoming races near me,” they expect to find information and registration pages for 5Ks, 10Ks, and other races. In this case, the best web pages to promote are your 5K race information and registration form.
You should also consider what types of content to create that your Google Ads will link to. If it seems like users are actually searching for an educational guide on the topic, you’d likely want to create effective “cornerstone” content that someone searching for your keyword would find useful.
Cornerstone content refers to web content such as blog articles that are educational, high-quality, and align both with your organization’s overall purpose and potential searchers’ keywords. For example, a nonprofit with a mission related to protecting oceans might write an article explaining how beach clean-ups work and the positive impact they have on the environment and people living nearby. Then, someone who searches the term “beach clean-up” would see the nonprofit’s article and have their questions about the topic answered.
Cornerstone content can also promote your nonprofit’s other pages by including links to other blog articles, initiative information pages, and anything else relevant on your website. If your cornerstone content is detailed and valuable, readers will likely click on these links to explore the rest of your site.
8. Strengthen Your Ads With Geotargeting
Google requires all Ad Grant accounts to have proper location settings enabled. This allows you to use geotargeting to show ads in the locations where users will find your programs and services useful.
Here are a few tips for making the most of geotargeting:
In the example below, Google delivered a specific ad to a user based on their location.
Without geotargeting enabled, ads like these would be delivered to people who aren’t geographically close enough to benefit. Targeting by location like this allows you to deliver content to your unique audience, meeting their needs and driving greater value for your cause.
9. Run Three to Five Ad Campaigns at a Time
Within your Google Ad Grant account, you’ll have separate ad campaigns composed of ad groups. These ad groups then host individual ads. For the best results, create your campaigns based on each core goal you want to reach, such as the content and opportunities you want to advertise. For most nonprofits, it’s best to run between three to five ad campaigns at a time to make the most of the Google Ad Grant funds without making managing your account overwhelming.
To create easy-to-manage campaigns, make sure to:
What campaigns you choose to run will depend on your nonprofit’s current goals, but you should aim to run a campaign for each of your ongoing projects. For instance, you might run four campaigns: one focused on earning donations, the second focused on recruiting volunteers, the third to spread awareness about a new initiative, and a fourth to promote an upcoming event.
Creating separate campaigns like this allows you to allocate your budget to the topics that are imperative to your mission. Then, you can create ad groups that target specific keywords related to each primary goal.
10. Focus Each Ad Group on a Central Topic
Each Google Ad Grant campaign you create should have multiple ad groups that target related keywords. For best results, include at least three ads in each group. One ad per group should be a responsive search ad, or an ad that adapts to show more text and relevant messaging to your customers.
Within each ad group, you’ll have a cluster of related ads that target different keywords and phrases. For instance, let’s say your organization provides at-risk youth with mentoring services. Within your ‘Volunteer’ campaign, create a series of related ads that promote volunteer opportunities. In this case, your ads might target keywords like:
Targeting specific topics with your ad groups will keep your Google Ad Grants account organized and structured properly. That way, you can see what goals the program is helping you to achieve.
11. Use a Liberal Amount of Ad Extensions
Ad extensions allow you to expand your ads with additional information and provide people with more reasons to click through to your online content.
In our Google Ad Grants account optimization guide, we dive into these extensions in detail. While there are several ad extensions to choose from, here are the most commonly used ones:
Ad extensions encourage more users to engage with your Google Ads. Plus, robust ads with extensions naturally draw readers’ eyes, giving you a competitive edge over other ads.
12. Use Google Ads in Conjunction With Other Marketing Efforts
At this point, it’s clear that Google Ad Grants are a great addition to your nonprofit’s overall fundraising and communications strategy. Join the program to drive people to register for your email list, follow your social media accounts, or sign up to receive texts from your nonprofit.
Not to mention, you’ll gather a lot of useful data through your Google Ad Grants campaigns, which will be applicable to other advertising methods. By applying for Google for Nonprofits, you also have access to a suite of other specialized marketing tools designed to amplify your cause.
You can also extend your Google Ad Grants management skills to the Microsoft Ad Grant program. This program allows you to create ads across the Microsoft Search Network, so you can tap into a new audience that may not use Google. Carefully consider how your Microsoft and Google ads can complement one another, rather than simply replicating ads on both platforms.
Working With a Google Ad Grants Manager
Invest in an agency that’s a certified Google Partner. These professionals have been recognized by Google as agencies that have demonstrated exceptional skill and expertise in managing Google Ad Grant accounts. They know what it takes to help your nonprofit meet eligibility requirements, select the right keywords for your cause, write ads to stand out among search results, and continually monitor campaign performance.
Ultimately, the price you pay to outsource the work to a professional will pale in comparison to the $10,000 you’ll receive in free funding—not to mention the revenue you’ll generate from your ad campaigns!
How Getting Attention Handles Google Ad Grant Management
As a proud Google-certified agency, our team at Getting Attention specializes in Google Ad Grants management with the intention of handling every aspect of the process for you, no matter if you’re learning about the program for the first time or need help getting your existing Google Ad Grant account off the ground.
Some of our core services include:
Even if you need solutions that don’t appear on our website, we’re open to chatting about our experience with the additional services you need. If you’re interested in a free consultation, contact us to learn more about how Getting Attention’s services can help your nonprofit grow!
Additional Resources for Better Google Ad Grants Management
The Google Ad Grants program is a great opportunity for nonprofit organizations looking to take control of their digital marketing and effectively expand their audience. However, getting started and maintaining your account requires time and effort.
Between developing high-performing landing pages and pinpointing the keywords that matter most for your work, there’s a lot of work that goes into effectively managing your account. That’s why we highly recommend outsourcing the work to a professional agency.
Ultimately, understanding all the Google Ad Grant rules in addition to best practices is your best bet when it comes to making the most of your account. If you want to continue your research on Google Ad Grants management and learn how to market your mission effectively, explore these additional resources:
Nonprofit Marketing Software: The Fundamentals & Top Tools
/in Nonprofit Marketing, Nonprofit Tools /by Jessica KingRunning a nonprofit often feels like balancing on a tightrope—limited budgets, tight deadlines, and the constant need to fundraise. Add marketing to the mix, and it’s easy to feel overwhelmed. Especially if you run a small organization without a dedicated marketing team, promotional activities can feel like a secondary priority.
Your nonprofit’s mission deserves to shine, though. So, how do you expand your reach and grow your donor base when resources are tight? Enter nonprofit marketing software—tailored tools designed to help organizations like yours thrive.
From automating email campaigns to connecting with new audiences, these platforms empower even the busiest teams to market causes more effectively and make a bigger impact. The market is inundated with options, so we’ve narrowed it down to just a few that meet various common nonprofit needs, broken into these categories:
As you explore different solutions, check out user reviews to get a sense of how each one actually impacts the nonprofits that use them. First, let’s answer a few fundamental questions you might have about nonprofit marketing software.
Nonprofit Marketing Software FAQ
If you’re new to the marketing game, you might need some guidance before researching specific solutions. Let’s build your foundational knowledge of this type of software by answering common questions.
What is nonprofit marketing software?
Nonprofit marketing software refers to specialized tools and platforms designed to help nonprofit organizations effectively manage and execute marketing efforts. These tools address the unique needs of nonprofits, such as engaging donors, raising funds, promoting events, and spreading awareness.
Nonprofits can invest in all-in-one platforms or individual tools that specialize in one aspect of a marketing strategy, such as:
By combining tools from these categories, your nonprofit can create a powerful marketing strategy to enhance its outreach, grow its community of supporters, and achieve its mission.
How does marketing software help nonprofits?
Marketing software empowers you to streamline outreach, expand the number of channels you use, and connect with your audience more effectively. It helps you increase visibility by enhancing your online presence through social media, email, and web marketing tools. You can also use audience segmentation to better target your supporters with personalized outreach.
With automation features, you can streamline processes like email campaigns, social media scheduling, and workflows, saving time and reducing manual effort. Built-in content creation tools and templates make it easy to create professional-quality materials while maintaining consistent branding across all your platforms. Plus, analytics and reporting capabilities allow you to track campaign performance and gain the insights you need to optimize your strategy.
By integrating multiple channels like email, social media, and your website, marketing software helps unify your outreach efforts, ensuring a cohesive and efficient strategy. Whether you’re running local campaigns or large-scale initiatives, its scalability makes it easy to adapt. The cost efficiency of all-in-one platforms also means you can achieve more without juggling multiple tools, while tailored engagement features strengthen your connections with supporters.
With all these benefits, marketing software can help you bring attention to your work and expand your impact.
What should we look for when buying nonprofit marketing software?
Every nonprofit has different goals and needs, so there’s no one-size-fits-all solution. Evaluate your marketing needs and ensure any software aligns with your mission and budget. Generally, keep an eye out for these components:
By carefully evaluating these factors, you can select nonprofit marketing software that aligns with your needs and goals. The right platform will empower you to engage your audience more effectively, streamline processes, and amplify impact.
Google Ads: The Best Advertising Platform for Nonprofits
Google is the most popular search engine, claiming around 90% of all searches. For nonprofits, it’s especially powerful thanks to the Google for Nonprofits program. If approved, your organization gains free access to Google Workspace, specialized Google Maps features, the YouTube Nonprofit Program, and more.
The best perk is access to the Google Ad Grants application, which gives all eligible recipients $10,000 worth of monthly Google Ad credits. Your nonprofit can spend these credits on creating powerful ads that instantly appear at the top of Google Search results for relevant keywords. Here’s an example of an ad from the World Wildlife Fund:
Ads like these enable nonprofits to connect with new supporters, drive traffic to their websites, and promote initiatives. The platform’s powerful targeting options let organizations tailor campaigns to specific demographics, locations, and interests. That means you can reach the right audience, whether you’re amplifying services to beneficiaries or promoting an event.
Additionally, Google Ads provides detailed performance analytics, allowing nonprofits to refine their campaigns for maximum impact. Its ability to connect you with millions of users while offering cost-effective solutions makes it a top choice for nonprofit advertising.
Check out this video that gives a concise overview of the program’s benefits:
Getting Started With This Digital Marketing Tool
To receive the Google Ad Grant, you need to register for Google for Nonprofits. Then, fill out the Google Ad Grants application. Google’s verification partner, Goodstack (formerly Percent), will confirm your nonprofit’s legitimacy, and the Ad Grants team will reach out to let you know whether you’re approved.
From here, create ads that promote your cause. Follow these steps:
From here, monitor ad performance with Google Analytics alongside built-in tools in Google Ads Manager. These platforms work together to provide detailed insights into how ads are performing and how users interact with your website.
There’s a learning curve that comes with the program. To maintain your eligibility, you’ll also need to meet ongoing requirements, such as using high-quality keywords. That’s why many nonprofits partner with Google Ad Grant specialists like ours.
We’ll walk you through your application, define your goals for the grant, find valuable keywords, craft compelling ads, and ensure you comply with the program’s rules. That way, you can make the most of this nonprofit marketing software.
Not convinced this is the right move? Check out our Google Grant Impact Report to learn more about the benefits.
Nonprofit Email Marketing Platforms
Email keeps your nonprofit connected with supporters, amplifying the latest updates on your programs and events. Dedicated email marketing software streamlines your outreach, ensuring communications reach those who are most likely to engage.
Here are several of the best nonprofit marketing software with notable open rates:
Brevo
Brevo boasts an average open rate of 46.49% for nonprofit emails. It’s a versatile email marketing and CRM platform designed for small to medium-sized organizations. It offers an array of tools for email marketing, automation, and audience segmentation, making it an excellent choice for nonprofits.
Key Features:
Constant Contact
This nonprofit email marketing platform experiences open rates of 39.58% for nonprofit services and 41.83% for nonprofit membership organizations. Constant Contact is a user-friendly platform designed for small businesses and nonprofits to enhance their email campaigns. It focuses on simplicity and includes tools for event promotion, list management, and basic automation.
Key Features:
GetResponse
GetResponse is an all-in-one marketing platform with strong email marketing, automation, and webinar hosting capabilities. It’s a good fit for nonprofits and businesses looking for integrated tools to support their campaigns. It also boasts an incredible 54.54% average email open rate for nonprofits.
Key Features:
Mailchimp
Mailchimp is one of the most popular email marketing platforms, known for its ease of use, robust integrations, and scalability. It’s particularly suitable for small and medium-sized organizations seeking a simple yet powerful tool. Plus, Mailchimp’s average nonprofit email open rate is 40.04%.
Key Features:
MailerLite
MailerLite is an affordable, minimalist email marketing platform that provides essential tools for campaigns without unnecessary complexity. This nonprofit marketing software is ideal for nonprofits with tight budgets or basic marketing needs. In fact, it performs exceptionally well for nonprofits with a 53.21% average open rate.
Key Features:
Omnisend
Omnisend is a powerful marketing platform tailored for e-commerce but equally effective for nonprofits looking to manage multi-channel campaigns. It excels in integrating email, SMS, and social media marketing. While OmniSend has a lower average open rate of 25.1% across all industries, many nonprofits still find its features useful.
Key Features:
Top Nonprofit Website Builders
Your website is the foundation of your digital marketing strategy. You’ll drive traffic to it across all communications—Google Ads, emails, social media, and even offline channels. It’s one of supporters’ key resources to learn about your mission, so create a strong website with a reliable, secure, and user-friendly website builder like one of the following.
Squarespace
Squarespace is a versatile website builder with elegant templates, making it popular for nonprofits seeking a professional online presence. It offers intuitive drag-and-drop features that make website creation accessible even for those without coding skills. Squarespace provides integrated tools for blogging, email campaigns, and fundraising, enabling nonprofits to communicate their missions.
Key Features:
WildApricot
WildApricot is a membership-focused website builder ideal for nonprofits that fundraise, have member directories, and host events. It’s an all-in-one platform that combines website building with CRM capabilities, allowing organizations to centralize operations.
Key Features:
Wix
Trusted by 250+ million users, Wix is a user-friendly website builder that caters to nonprofits seeking an affordable way to create a professional online presence. Its drag-and-drop interface allows users to customize their websites without coding. With built-in features like donation forms and event management, Wix is ideal for small to medium-sized nonprofits focused on quickly creating engaging, modern websites.
Key Features:
WordPress
WordPress is a highly customizable, open-source platform that powers over 40% of websites worldwide. It’s an excellent choice for nonprofits looking for flexibility, with thousands of themes and plugins available to tailor the site to their needs. While it requires more technical know-how than other platforms, it offers unparalleled functionality and control for organizations of all sizes.
Key Features:
Other Nonprofit Digital Marketing Tools
A well-rounded nonprofit marketing plan encompasses multiple channels. Let’s explore a variety of other nonprofit marketing software that you might not have considered.
Double the Donation Matching
Workplace giving generates an incredible $5 billion for charities every year. Matching gifts make up a big part of this, but a lot of revenue goes unclaimed for nonprofits since donors are often unaware of the opportunity. Double the Donation Matching can automatically identify and contact your match-eligible donors. You can also embed a convenient search tool where donors can manually check their eligibility for matching gifts from their employers.
Key Features:
eCardWidget
eCardWidget enables nonprofits to create and send digital greeting cards as part of their donor engagement and fundraising strategies. Using this nonprofit marketing software, design branded eCards for various occasions, providing supporters with a unique way to contribute while sharing your message. eCardWidget is an innovative way to combine creativity with donor outreach. Create thank-you cards, birthday cards, event invitations, or cause awareness eCards to boost peer referrals. You can even sell eCards to raise funds.
Key Features:
Tatango
Tatango is a text message marketing platform designed to help nonprofits engage supporters through SMS campaigns. It’s built for large-scale campaigns and offers advanced features like segmentation and automation to deliver personalized messages. Tatango is especially valuable for fundraising, event promotion, and driving immediate action.
Key Features:
Start marketing your nonprofit.
The right nonprofit marketing software will empower your team to amplify your message and connect with supporters. If you’re unsure where to start, stick with foundational platforms like email and powerful opportunities like Google Ads.
Remember, Google Ads is a powerful platform for targeting your audience, and the Ad Grant allows you to tap into it for free. If you need help creating your campaigns, reach out to our Google Ad Grant experts to confirm your eligibility and craft compelling ads for your cause.
To continue refining your nonprofit marketing plan, check out these free resources:
Nonprofit Awareness Campaigns Guide: Steps, Tips, & Examples
/in Google Ad Grants, Nonprofit Communications, Nonprofit Marketing /by Jessica KingDoes your organization need to get the word out about an urgent funding need? Are you looking to boost public understanding about an issue in your community? A nonprofit awareness campaign can quickly put your cause in the spotlight!
These marketing campaigns primarily focus on educating people about your work, and they can be facilitated through traditional media channels or run entirely online.
To help you get started with your own nonprofit awareness campaign, this guide will cover everything you need to know to be successful:
If you’re ready to spread the word about a cause that’s close to your heart, an awareness campaign is likely the best move. Let’s dive in!
Nonprofit Awareness Campaigns FAQ
Before we cover the process of hosting your own nonprofit awareness campaigns, here are some basics you should know.
What are nonprofit awareness campaigns?
Nonprofit awareness campaigns, also known as social awareness campaigns or public awareness campaigns, are marketing initiatives that aim to increase public knowledge of or interest in a cause.
These causes are directly related to your nonprofit’s mission, but they typically concern a specific issue rather than your organization’s entire purpose. Consider these examples:
When are the best times to launch nonprofit awareness campaigns?
This depends on your nonprofit. Many organizations find that the best time to host their campaign is in conjunction with an established day of nonprofit fundraising or awareness month, such as GivingTuesday or AAPI Heritage Month. During these months, your audience may be extra interested in your cause, and an awareness campaign can help your nonprofit stand out.
Ultimately, the best time to launch a nonprofit awareness campaign is the time that makes the most sense for your organization and your target audience.
Where do you promote nonprofit awareness campaigns?
Just like any other nonprofit marketing campaign, you should choose communication channels that align with your audience’s preferences. Social awareness campaigns see a lot of success online, but plenty of campaigns combine both digital and in-person elements.
Common places to promote nonprofit awareness campaigns include:
Look at the communication preference information in your donor database along with past results of marketing campaigns to determine the right channels for your nonprofit.
What tools and resources help nonprofits spread their awareness campaigns?
Since many nonprofits host awareness campaigns, there’s plenty of available support for organizations that want extra help. Consider using:
One of the best resources available for awareness campaigns is the Google Ad Grant. As part of their corporate social responsibility program, Google offers grants of $10,000 in free monthly ad credits to nonprofits.
This is an invaluable resource for getting your awareness campaign in front of the right audience, as you’ll gain access to users searching for terms relevant to your campaign—meaning they already have an interest in your cause. Plus, they’re proven to be effective. According to Double the Donation’s fundraising statistics, search ads like Google Ads have the highest return on investment of any nonprofit advertising method.
On top of that, reach out to expert consultants who can help you make the most of your Google Ad Grant. They’ll work with you to discuss your campaign goals and messaging strategy. Then, they’ll help create ads that grab your audience’s attention.
Do nonprofit awareness campaigns work?
When run strategically, nonprofit awareness campaigns can result in increased brand awareness, better fundraising performance, and more online visibility for your cause. Just take a look at the data:
Clearly, social awareness campaigns can be highly successful for nonprofits. But like any campaign, that success can vary depending on the strategies you use.
Tips for a Successful Awareness Campaign Strategy
To craft the most compelling ads and develop an effective awareness campaign strategy, follow these expert tips:
Use storytelling techniques to evoke emotion
Since awareness campaigns are all about generating public interest in a cause or issue, it’s crucial that your messages make an emotional connection with your audience. The best way to do that is by using stories.
Use these nonprofit storytelling techniques as a foundation for your campaign ads:
As you tell these stories, avoid evoking negative emotions like fear or guilt in your awareness ads. Uplifting stories are much more likely to prompt genuine empathy and action from audience members than scare tactics.
Provide clear calls to action
Most nonprofit awareness campaigns aren’t only about spreading awareness of an issue. Rather, they encourage supporters to take action immediately to support that cause. Even if the only action you want supporters to take is to share information, you need to let them know that!
Do this by including clear, compelling calls to action (CTAs) in your messages. Tell readers exactly what they need to do to help and how to do it. Make it as easy as possible to share a post, donate, or join your mailing list by providing directions and links.
Take a look at the CTA in this Instagram post from Color of Change:
In large, bold font, Color of Change calls on its supporters to start a petition to improve Black lives in their own communities. They don’t stop at “Start a Petition,” either. By telling supporters to “Start a Petition & Amplify Your Cause,” this post assures supporters that their action will have a clear and powerful impact on Color of Change’s mission.
Don’t be afraid to branch out
Social awareness campaigns are often the perfect time to get creative with your strategy. Don’t feel boxed in by your typical communication channels or your traditional marketing approaches. Some of the best nonprofit awareness campaigns are the ones that take their audience by surprise.
Consider branching out with your strategy by incorporating:
That being said, keep your audience in mind when choosing how to get creative. If you know that your target audience doesn’t use TikTok, for example, move in a different direction.
Launching a Nonprofit Social Awareness Campaign: 7 Steps
Now that you know the fundamentals, let’s explore the process of hosting your own nonprofit awareness campaigns.
1. Define your audience & set goals
Determining your audience and setting goals go hand in hand. Think about the purpose of your awareness campaign. Do you want to bring a new issue to the forefront of your supporters’ minds? Or do you aim to generate widespread awareness for a specific cause your nonprofit currently prioritizes, acquiring new donors in the process?
Once you’ve broadly determined your main goal and who your target audience is, take stock of their interests and communication habits. Then, use this information to guide your campaign’s messaging, communication channels, and event strategy.
Don’t forget to set key performance indicators (KPIs) so you can measure your progress. If your goal is to raise a certain amount of money using a unique fundraising idea, for example, your KPIs might be the total dollar amount raised and the cost per dollar raised (CPDR). Monitor these metrics throughout your campaign to see how successful your organization was and find opportunities for improvement.
2. Create a basic timeline
Like we mentioned earlier, many nonprofits choose to align their social awareness campaigns with established national awareness months or days. This helps drive support for your campaign because the public will already be thinking about your cause. However, there are also plenty of successful nonprofit awareness campaigns that run on their own timeline!
Once you’ve considered your options, make the following decisions about the timeline of your campaign:
With these decisions made, you’ll be able to create a basic timeline for your campaign and schedule major dates. As you go through the next steps, you can refer back to this timeline and fill it in with more detail to turn it into a thorough marketing plan.
3. Develop your campaign messaging
To develop a strong and cohesive campaign message, reflect on your mission and the themes of any national months or awareness days you’re participating in:
Choose one overarching message for your campaign that supports your goals, resonates with your audience, and aligns with any existing public associations or opinions. Use this message as the foundation for every advertisement or piece of campaign merchandise you create to maintain consistency.
In the ad example below, you can see how Wear Orange aligned its nonprofit awareness campaign with National Gun Violence Awareness Month and focused its messaging on how many Americans are affected by gun violence. Keeping their target audience in mind, Wear Orange created graphics in both English and Spanish:
4. Choose your marketing channels
The communication channels you use to advertise your social awareness campaign will be vital for its success. Use your donor data and additional research to determine which channels your audience is most active on, then choose a combination of digital and traditional channels to focus on. These might include:
You can also think outside the box when it comes to your marketing channels. For instance, say you create and sell t-shirts with your organization’s name or slogan on them as part of your campaign. You can encourage everyone who purchases a shirt to wear on a certain date to engage in a unique form of outreach!
5. Design your campaign ads
Once you have your communication channels set in stone, you can begin designing your campaign ads. Refer back to your overall campaign message, then use these tips to design your most important marketing materials:
Remember to maintain consistency throughout all of your advertisements in terms of colors, logos, and tone. Aligning all posts with your branding will ensure that your audience can immediately tell that these messages belong to your organization and to the same campaign.
6. Plan any campaign events
Not all nonprofit awareness campaigns include events, but many organizations choose to host them as a way to build community with donors or celebrate the progress of the campaign.
If you do decide to host a campaign event, determine if it should be a kickoff or conclusion event and if your audience would prefer the event to be in person, hybrid, or virtual. Then, start planning logistics. Don’t forget to budget for things like software costs and tech support if you’re hosting an online event or venue rentals for in-person events.
7. Launch your nonprofit awareness campaign
With your planning done, it’s time to launch the campaign! Follow your timeline for sending out messages on whatever channels you’ve selected for the campaign. Proactively connect with the people who engage with your campaign. For instance, promptly respond to social media comments and messages or questions that come in via phone or email.
Throughout the campaign, continue tracking the metrics that show your progress toward campaign goals. This will allow you to course-correct as needed if you’re not headed toward the results you want to see.
Once the campaign is over, don’t forget to thank everyone involved—every donor, volunteer, and influencer who helped drive awareness for your nonprofit’s cause. Here are some best practices for doing so:
Don’t forget to have fun with your appreciation strategies! Consider unique methods like sending an eCard, highlighting supporters’ impact on your website, creating a donor appreciation video, or throwing a volunteer appreciation event. Doing something out of the ordinary will make your campaign memorable for everyone involved.
Top Nonprofit Awareness Campaign Examples
Plenty of nonprofits have been in your shoes and found success. Get inspired by these popular nonprofit awareness campaigns:
ALS Ice Bucket Challenge
When you think of social awareness campaigns, the Ice Bucket Challenge is likely the first one that comes to mind. This 2014 online challenge rapidly became an international phenomenon, getting celebrities, families, and people everywhere to dump buckets of ice water on their heads in support of a cure for ALS. It’s known as a form of hashtag activism because of how it spread awareness and inspired action.
By advertising the unique challenge on Facebook, Twitter, and their website, the ALS Association was able to raise $115 million from 2.5 million donors. Years later, the funds raised as a result of this awareness campaign have led to dramatic progress in ALS research.
What made this nonprofit awareness campaign successful:
988 Suicide & Crisis Lifeline’s “I’m So Glad You’re Alive” Call 988 T-Shirt Fundraiser
988 Suicide & Crisis Lifeline is a national network of local crisis centers that provides free and confidential emotional support to people in suicidal crisis or emotional stress on a 24/7 basis.
In 2022, the organization launched a t-shirt fundraiser through Bonfire to raise awareness about the new Lifeline phone number available to the public, 988. Proceeds from the fundraiser went toward all activities associated with running Lifeline.
What made this nonprofit awareness campaign successful:
Wear Orange for Gun Violence Awareness
Every year since 2013, Wear Orange has hosted a national awareness campaign for victims of gun violence. The campaign asks supporters to draw attention to the issue of gun violence with one simple action: wearing orange.
During the first weekend in June, Wear Orange hosts in-person events across the country in collaboration with local nonprofits. They also promote the campaign on social media, providing supporters with multilingual graphics and information to share on their own pages.
What made this nonprofit awareness campaign successful:
Neuroclastic, Inc.’s Bonfire Peer-to-Peer Fundraising Page
Neuroclastic, Inc. is a nonprofit publication headquartered in Lynchburg, Virginia. It features resources, articles, and creative expressions from Autistic people about the autism spectrum.
Neuroclastic, Inc. has its own profile and merch store on the t-shirt fundraising platform Bonfire that features their custom t-shirt designs and allows supporters to sell t-shirts on behalf of the organization’s cause.
What made this nonprofit awareness campaign successful:
Wrapping Up
When done well, nonprofit awareness campaigns can quickly bring your community together to learn about and support your organization’s cause. They can lead to plenty of new donors and turn your existing supporters into true advocates for your nonprofit.
Planning a nonprofit awareness campaign takes work, but you don’t have to do it alone. Consultants like the experts at Getting Attention are here to help you design compelling ads and run an impactful awareness campaign. To learn more, check out these additional resources:
Matching Gifts: The Ultimate Q&A Guide for Fundraisers
/in Corporate Giving, Nonprofit Communications, Nonprofit Fundraising /by Jessica KingWhen you hear matching gifts, what do you think of?
Maybe it’s a major donor who matches contributions made during a big campaign. As a nonprofit professional, you might’ve even participated in one of those. But did you know that there’s another type of matching gifts that can actually provide more value and are often easier for organizations like yours to benefit from? Introducing: corporate matching gifts.
Many donors, including those who give to your organization, are eligible for matching gifts through their employers. However, nonprofits often underutilize this fundraising strategy.
As a Google Ad Grants agency, we understand the power of harnessing every tool at your disposal that can help your nonprofit fulfill its mission. That’s why we’ve answered some important questions about matching gifts so you can leverage this major fundraising power. These include the following:
Ready to familiarize your team with the basics of matching gifts? Let’s jump right in!
1. What are corporate matching gifts?
Corporate matching gifts are a form of corporate philanthropy in which companies match donations their employees make to nonprofits and schools. Most matching gift programs are open choice, meaning any and all fundraising organizations can benefit without needing to have a formal, pre-existing relationship with the corporation.
That’s the simple version.
Matching gifts are essentially free money. They let donors maximize the impact of their gifts without reaching back into their own pockets. As a result, nonprofits can double or even triple their donation revenue.
2. How do matching gifts differ from matching grants?
Matching gifts are a type of corporate philanthropy where companies match donations made by their employees to eligible nonprofits. This means that when a donor gives, their employer contributes an equal (or sometimes greater) amount, effectively doubling the impact. Many companies match donations at a 1:1 ratio, but some offer 2:1 or even 3:1 matches, making it an easy way to multiply fundraising dollars without additional asks.
Matching grants, on the other hand, are generous funds put up by major donors, foundations, or corporations that will multiply the giving by any donors, often within a limited time frame. Unlike matching gifts, which are donor-driven, matching grants require nonprofits to secure contributions first to unlock the matching funds.
3. How does the matching gift process work?
Matching gift programs vary by company, but here’s an overview of the process in a nutshell:
Understanding the matching gift process is key to unlocking this hidden source of revenue. By streamlining the experience and making it easy for donors to participate, your nonprofit can unlock thousands (or even millions) in extra funding—all without asking donors to give more!
4. What are corporate matching gift program criteria?
Many companies establish a policy around matching gifts, complete with outlined match ratios, minimum and maximum amounts, and employee/nonprofit eligibility. Let’s dive deeper into each of those categories to see which kinds of guidelines you should be aware of.
Match Ratios
Most companies match at a 1:1 ratio, which means a dollar-for-a-dollar match. However, match ratios can span anywhere from 0.5:1 to 4:1. For example, a 1:1 match on a $50 donation means $100 total, while a 2:1 match on the same $50 gets you $150 total.
Minimum and Maximum Amounts
Companies also have minimum and maximum donation amounts that they’ll match. The most common minimum amount is $25, but these amounts can vary from $1 to $100.
Meanwhile, program maximums have an even wider range, often between $1,000 and $15,000. However, amounts will still vary below and above these figures.
In order to maximize your matching gift potential, it’s a good idea to keep an eye out for programs with low minimums and high maximums. Those are going to offer the best opportunities for revenue!
Eligibility
Many companies have restrictions on the types of nonprofits and employees that are eligible to receive or request a matched donation.
For nonprofits, most 501(c)(3) organizations are eligible for matching gift programs, including educational institutions, arts and cultural organizations, environmental organizations, health and human services, and more. The most common restrictions are usually against religious or political organizations, but it’s still up to the company. Today, most programs are open-choice, meaning the employee can give (and get their gifts matched) to whichever organizations they’d like.
For employees, their eligibility also depends on the company’s guidelines. This can include full-time, part-time, and retired employees. Some companies will even match gifts made by employees’ spouses or significant others, allowing for even greater matching gift potential for organizations!
5. What should the donor side of matching gifts look like?
As you collect donations from your supporters, their experience throughout the process can determine whether you retain their support. That’s why it’s important to streamline your entire donation process, including your matching gift efforts.
Here’s how you can do so!
Evaluate Your Current Donation Process
As donors give to your organization, do they see helpful resources about matching gifts? If not, the time of the donation is a prime opportunity to educate them. This is where that embeddable matching gift search tool comes in handy! Allow donors to use the search tool during the donation stage so they can immediately take action.
Follow Up About Matching Gifts
Once donors have submitted their donation, follow up and let them know that their gift can go twice as far—and give them instructions on how they can do so. If they haven’t submitted a match request to their employer, now is a perfect time to send a follow-up email to get the ball rolling.
Again, if you choose to use a tool like Double the Donation Matching, you can automate this process. This matching gift platform will automatically email donors on your behalf with the information they need to figure out their eligibility.
You can even go beyond email outreach by calling donors. Consider making phone calls to a narrowed-down list of high-value matching gift donors who are more likely to submit a match request. Phone calls take more of your staff’s time, but being selective about who you call can add a meaningful human touch to your matching gift outreach.
Streamline Your Verification Process
While some organizations are unfamiliar with the verification process for matching gifts, the good news is that it’s simple enough for teams to manage well. Verifying the original donation with a matching gift company means familiarizing your team with the corporate giving platforms that companies are using.
Some of these top corporate giving platforms include Benevity, YourCause, and CyberGrants. Understanding the guidelines for each of these major vendors will help you respond to verification requests quickly and avoid missing out on any matching dollars. Be sure to educate your staff so they understand how the verification process works.
Thank Your Donors
Thanking your donors should go without saying, but it’s still something we have to emphasize. Use your automation tools to thank your donors not only following their donation but also after you’ve received the match from their employer. This will help you cultivate the relationships you need to continue growing and serving your mission as a nonprofit.
For high-value donors, think about even more personalized approaches to give your thanks. Handwritten letters, eCards, and phone calls from senior leadership staff are just a sampling of the channels you can use.
Reviewing how your nonprofit handles the matching gift lifecycle can help you streamline the matching gift process for donors. Make it as easy as possible for donors to submit their matching gift requests, and then follow up to make sure they understand what the next steps are.
6. Is there a deadline to submit a matching gift request?
The deadline to submit a matching gift request will vary based on your donor’s employer. Still, there are three main types of deadlines a specific program might implement. This includes requirements for donors to complete their submissions…
However, the more time that passes after a supporter makes a donation, the less likely they will be to submit a match request. That’s why you have to promote matching gift opportunities to them as soon as possible.
7. Why are matching gifts important?
Beyond boosting your fundraising revenue, matching gifts can also help improve donor retention and engagement. Did you know that 1 in 3 donors say they would give a larger gift if a match was applied to their donation?
Just knowing that their donation will go twice as far encourages donors to give a larger gift at the outset. Similarly, 84% of donors say they’re more likely to donate if a match is offered at all. If you have a potential donor who’s on the fence about giving to your organization, promoting corporate matching gifts can give them the extra push they need to make their decision.
Here are some other eye-opening matching gift statistics to help put things in perspective:
As you can see, there are plenty of benefits that come with matching gifts. They encourage donors to give to your organization while also boosting the initial gift amounts.
8. Why aren’t more nonprofits using matching gifts?
It turns out, much of the time, both nonprofits and donors don’t know about matching gifts. And that leads to significant amounts of available revenue being left on the table.
For nonprofits, reasons include a lack of staff, resources, and time needed to zero in on matching gift revenue. Many times, organizations don’t know who a donor’s employer is or what their matching gift policy is, so they’re not of much assistance throughout the donor experience. Not to mention, manual follow-ups would require an investment of resources that many organizations simply lack.
For donors, meanwhile, most don’t even know that their company offers a matching gift program. Additionally, the process of getting their donation matched may seem way too complicated or unclear to get started with, especially without proper guidance.
The result? Approximately $4-$7 billion in matching gift funds goes unclaimed every year. That’s money that could be reinvested into nonprofits to help support their operations and spread their missions. But fortunately, solving for these issues is simple with a dedicated strategy and the tools to back it up.
9. Which companies offer matching gifts?
Good news: There are more companies that match donations than you may think.
Some of the top matching gift companies include Microsoft, Apple, Google, Home Depot, and Disney. In fact, 65% of the Fortune 500 have reported offering matching gift programs for their employers. Many of these companies offer high maximum match limits and match donations to most types of nonprofits.
For example:
Still, this is only a snapshot of the many matching gift companies out there. And it’s not just large corporations handing out money, either. These companies range in size and guidelines, which is why it’s essential that you understand where your donors work (and whether they qualify for the programs) to get in on this funding source.
10. How do I get leadership support for matching gifts?
Often, the first step in rallying your team around matching gifts is focusing attention on getting leadership support. Without backing from leadership, it may be more challenging to get the rest of your staff on board in the first place.
First and foremost, you need to help leadership see the value in matching gifts. This momentum will then trickle down to the rest of your staff. Double the Donation outlines effective ways to get your leadership on board with matching gifts. These include:
When your leadership is on board with your matching gift plan, your entire team will be more willing to work toward your matching gift goals. Get them excited about the prospect of a considerable revenue increase, and be sure to showcase how leveraging matching gifts effectively can get you there.
11. How can I educate my team about matching gifts?
Next, it’s time to get the rest of your team on board. Unfortunately, many nonprofits don’t spend time educating their staff about matching gift programs. This is especially true for organizations that don’t realize the impact matching gifts can have on their revenue.
That’s why we’ve rounded up some effective steps that you can take to get your team up to speed:
Educating your new staff members and giving those refreshers to your entire team will help make matching gifts more effective across your organization. Be sure to offer helpful resources that they can access and provide training so they’re ready to handle anything matching gift-related that comes across their desk.
12. How can my organization promote matching gifts?
We’ve made it clear that a lack of awareness is a big issue when it comes to matching gifts. So, how can your organization market matching gifts to your donors?
We’ll cover some of the top marketing methods below!
Google Ad Grants
Did you know Google offers eligible nonprofits $10,000 in monthly ad credits to promote their websites? The Google Ad Grant is a great marketing tool for promoting matching gifts.
Since the Google Ad Grant program requires you to set up ad campaigns with specific goals, you can create a campaign for promoting matching gifts. Then, you can create ads directing users to your matching gift page to encourage them to participate.
At Getting Attention, we’re committed to helping nonprofits navigate Google Ad Grants, from determining program eligibility to managing ad campaigns. We’d be happy to consult with you to determine how we can best serve your Google Ad Grant needs.
Email Outreach
Email outreach can take a few different forms: confirmation emails, newsletters, thank-you letters, and more. When you send out these types of messages, it’s important to mention matching gifts for the best results.
Here’s some text you can include in your thank-you email after a donor has contributed to your cause:
You can even include a link to learn more about matching gifts within your email!
Social Media
If your nonprofit has a strong social media presence or is in the process of building one, take advantage of post-scheduling tools to post about matching gifts throughout the year.
Social media impacts donors—in fact, 32% of donors who give online say that social media is the channel that most inspires them to give. Whether you’re using Facebook, Twitter, Instagram, TikTok, or other platforms, be sure to include links that direct supporters to the information they’ll need to submit a match request to their employer.
Double the Donation even provides its users with free, customizable social media marketing templates within the platform to help you get started!
Donation Page
When supporters are already on your donation page, that means they’re serious about donating to your cause. Since donors are most engaged at this step, this is the perfect time to promote matching gifts.
All you need to do is prompt each donor to provide their employer’s name directly within your donation form as they give—either with an optional freeform text field or using a dedicated matching gift search tool. From there, you can use your matching gift database to screen donor information for matchable transactions!
Dedicated Matching Gift Page
By creating a dedicated matching gift page, you can provide donors with general educational information about matching gifts, as well as company-specific matching gift forms, guidelines, and instructions.
Having a specific page that houses all of the information donors need will make it easier for supporters to submit a match request. You can send donors there through social media posts, emails, and other types of communication.
Matching Gift Search Tool
By investing in matching gift software that offers access to a matching gift database, you’ll hand-deliver donors updated and comprehensive information about their employer’s matching gift guidelines and forms. For the best results, this tool can be embedded in your donation forms, confirmation pages, Ways to Give pages, and more!
13. What is a matching gift database?
Speaking of embedding a matching gift search tool, making the investment in matching gift software can provide just the boost you need to drive those match-eligible donations to completion. More specifically, a matching gift database can give you access to information about thousands of company matching gift programs.
How does a matching gift database work?
A matching gift database is easily accessible via a search tool plugin. This plugin can go anywhere on your website, including donation forms and dedicated matching gift pages, and allows donors to search for their eligibility in seconds.
Here’s how it works:
Sounds great, right? If you’re looking for effective matching gift software, we recommend checking out Double the Donation, the leading provider of matching gift tools. After all, Double the Donation offers a powerful matching gift automation tool that empowers donors to access Double the Donation’s comprehensive matching gift database. This resource houses information on more than 24,000 companies and subsidiaries and their matching gift programs, making it easier than ever to locate the right data when you (or your donors) need it.
Double the Donation Matching also scans information donors provide during the donation process, determines their matching gift eligibility, and triggers automated emails that outline the next steps specific to the donor. Plus, Double the Donation Matching integrates with more than 100 of the leading nonprofit CRMs, peer-to-peer fundraising software, and donation software, so it’s an excellent choice if you’re already using one or more of those tools.
14. How should I manage matching gifts with multiple chapters or affiliates?
For many organizations, encouraging matching gifts means keeping track of your donors’ employers and having a set process in place for outreach. However, larger organizations that have multiple chapters or affiliates may run into issues when managing matching gifts.
For the best results, these types of organizations should consolidate their matching gift process. According to Double the Donation’s complete guide for chapters and affiliates, consolidation means that each unit will follow a central process to secure matching gifts.
Here are some top tips on how you can do this:
These strategies can make a massive difference if your organization runs in multiple locations. A consistent process will help your teams avoid missing out on matching gift opportunities and create specific guidelines each unit should follow, all while providing a more seamless donor experience.
15. Are matching gifts the only type of corporate giving?
In addition to matching gifts, there are many other types of corporate philanthropy. From monetary grants for volunteer hours to event sponsorships and more, here are some of the top corporate giving programs:
Volunteer Grants
Also known as “Dollars for Doers” programs, volunteer grants are a type of corporate philanthropy in which companies provide monetary grants to organizations where their employees regularly volunteer.
Here’s how volunteer grants work:
If you already have a dedicated group of volunteers, encourage them to check their eligibility for a volunteer grant. You might be able to get some extra corporate dollars this way.
Volunteer Time Off
Volunteer Time Off (or VTO) is a type of corporate giving program in which companies provide employees with paid time off to volunteer with nonprofit organizations. Unlike traditional PTO used for vacations or personal days, VTO allows employees to give back to their communities without sacrificing their salary or work hours.
When properly utilized, VTO can become a win-win for both businesses and nonprofits. Employees get to make a difference without financial barriers, companies build stronger community connections, and nonprofits gain valuable volunteer support to further their mission.
Fundraising Matches
Fundraising matches are similar to matching gifts in that donations are matched by a company.
The difference?
Fundraising matches apply to fundraising events, like walk-a-thons or 5Ks. The participant’s employer will then match the money the participant raises (rather than gives directly) through sponsorships or other donations.
Automatic Payroll Deductions
One of the simplest forms of corporate giving is automatic payroll deductions. Through this corporate giving program, employees have a portion of their paychecks donated to a nonprofit on a regular basis.
Specific companies may have guidelines on which organizations they’ll donate to. Typically, the organization has to share similar values with the company, like environmental causes or other issues. Once your organization has been approved, this is a great source of recurring donations.
In-Kind Donations
Many companies donate more than just money to nonprofits. Some also provide in-kind donations, which means goods or services. To give you an example, a company might donate computers, consulting services, or even food to organizations.
In-kind donations not only benefit nonprofits but also give companies a sense of pride in helping a worthy cause.
Sponsorships
One of the most impactful forms of corporate giving is sponsorships, where businesses provide financial or other support to nonprofits in exchange for recognition, branding opportunities, or community goodwill.
Sponsorships generally form mutually beneficial partnerships—companies gain visibility and enhance their corporate social responsibility efforts, while nonprofits receive essential funding or resources to further their missions.
16. Where can I learn more about matching gifts?
Now that we’ve answered the most common matching gift questions, you should have a deeper understanding of what matching gifts are. You can now start encouraging participation from your supporters and watch as your donation revenue increases exponentially.
If you need some additional information about matching gifts before you get started, we’ve compiled some helpful resources below:
Driving Support with One-Off Matching Gifts Programs
/in Corporate Giving /by Getting AttentionOne-off matching gift programs are a powerful yet often underutilized fundraising tool for nonprofits. Unlike traditional matching gift programs, which are generally tied to ongoing corporate giving initiatives, one-off matching gifts are unique opportunities that can create a significant impact for a single organization.
In this blog post, we’ll explore the key strategies to ensure your organization drives support through these impactful programs. This includes:
All in all, establishing and leveraging these programs effectively can drive donor engagement, amplify contributions, and build strong relationships with corporate partners. However, understanding how to promote and execute one-off matching gift campaigns is crucial to maximizing their potential.
Let’s get started with an overview of the basics!
Defining One-Off Matching Gift Programs
One-off matching gift programs are specific and generally time-bound partnerships between a company and a single nonprofit organization.
While traditional matching gift programs are typically ongoing and open to a wide range of nonprofits, one-off matching gifts are targeted initiatives in which a company commits to matching employee donations exclusively to one chosen nonprofit for a defined period or campaign.
These programs often align with a company’s corporate social responsibility (CSR) goals, focusing on causes or events that resonate with their values or employee interests. For nonprofits, this provides a unique opportunity to secure amplified support for their mission while building a closer relationship with the partnering company.
For example, a company might announce a one-off match during a nonprofit’s annual gala or Giving Tuesday campaign. If an employee donates $50 to the organization, the company matches that amount, turning a $50 contribution into $100 or more.
Understanding the Benefits of One-Off Matching Gifts
One-off matching gift programs offer numerous advantages for nonprofits, donors, and the companies initiating the match. By understanding these benefits, organizations can more effectively leverage these unique opportunities to maximize their impact.
1. Amplified Fundraising Impact
The most immediate benefit of one-off matching gifts is the ability to amplify the funds raised during a campaign significantly. When donors know their contributions will be matched, they are often more motivated to give—and to give more—knowing their impact will be doubled or even tripled. This leads to higher overall donation totals and a stronger ability to meet fundraising goals.
2. Increased Donor Engagement
One-off matching gifts create a sense of urgency and excitement that can energize donors. The limited nature of these programs encourages immediate action, helping nonprofits reach new supporters and re-engage lapsed donors. Additionally, donors feel a greater sense of accomplishment, knowing their contributions are being maximized through corporate matching.
3. Enhanced Corporate Partnerships
One-off matching gift programs offer a strategic way to align with charitable-minded businesses and demonstrate their commitment to social good. These initiatives can strengthen relationships with corporate partners, enhance the organization’s reputation, and foster goodwill among supporters and employees alike.
By capitalizing on the benefits of one-off matching gift programs, nonprofits can not only boost their immediate fundraising outcomes but also build stronger relationships with donors and corporate sponsors, setting the stage for long-term success.
Identifying Partners for One-Off Matching Gift Programs
Securing the right corporate partner is a critical step in launching a successful one-off matching gift program. Remember: the ideal partner will not only have the resources to support your fundraising efforts but will also align with your mission, values, and community impact goals.
There are a few ways you can do so:
By carefully identifying and approaching the right partners, your nonprofit can secure meaningful one-off matching gift opportunities that amplify your fundraising efforts and create lasting relationships with corporate sponsors.
Marketing One-Off Matching Gift Programs to Supporters
Effectively promoting a one-off matching gift program is essential to maximizing its impact. With a clear and compelling marketing strategy, nonprofits can create excitement among supporters and encourage higher participation.
Here’s how you can market your one-off matching gift program effectively:
1. Establish a Sense of Urgency
One-off matching gift programs are often time-sensitive, making urgency a key driver of donor action. Use countdowns, deadlines, and phrases like “limited-time opportunity” or “get your gift matched by your employer today” in your messaging.
After all, highlighting the temporary nature of the match tends to motivate donors to act quickly and without hesitation.
2. Utilize Social Media
Social media platforms are ideal for generating buzz around your one-off matching gift program. Post eye-catching graphics, testimonials, and updates about the campaign’s progress.
For the best results, we recommend using hashtags, tagging your corporate partner, and encouraging supporters to share the campaign with their networks to expand your reach.
3. Send Targeted Campaign Asks
For a one-off matching gift program, you generally don’t need to send a donation request to everyone in your database. Rather, it’s a good idea to focus on those who qualify for the match—employees of your corporate partner.
And since this is likely a limited list, you can do a lot to ensure your messaging is well-tailored to the intended recipient!
4. Showcase the Corporate Partner’s Role
Be sure to highlight the corporate partner’s generosity and involvement in your marketing materials. Recognizing their contribution builds goodwill and strengthens the partnership. It also encourages the company’s employees to participate in the campaign before it’s too late.
5. Leverage Peer-to-Peer Advocacy
Encourage your current supporters (especially those employed by your matching gift partner) to spread the word. After all, peer-to-peer advocacy can significantly amplify your campaign’s reach.
Provide your donors and volunteers with shareable content, like social media posts and email templates, to make it easy for them to promote the match.
6. Involve Your Corporate Partner in Promotions
Don’t forget to collaborate with your corporate partner to promote the match! In order to spread the word, the company can share the opportunity through its internal communication channels, like company newsletters or intranet, as well as public platforms, such as its social media accounts.
7. Utilize Visual Storytelling
Use photos, videos, or graphics to visually demonstrate the impact of the matching gift program. A short video showcasing beneficiaries or a graphic illustrating the doubled donations for your cause can resonate emotionally with supporters and inspire them to give.
8. Follow Up with Impact Reporting
After the campaign ends, share the results with your supporters—and your corporate partner. Send thank-you emails and share social media posts showing the total amount raised and how the funds will be used. Highlighting the tangible outcomes of their contributions reinforces donor loyalty and sets the stage for future giving opportunities.
By implementing these marketing strategies, your nonprofit can raise awareness, generate excitement, and drive greater participation in your one-off matching gift program, ensuring its success.
Automating One-Off Matching Gift Programs
One-off matching gift programs can go a long way—but they can also be difficult to facilitate and manage on your own. Luckily, that’s where matching gift automation comes in, making things easier for everyone involved.
How?
Automation can play a crucial role in the success of one-off matching gifts, streamlining processes and reducing the administrative burden for nonprofits, their donors, and their corporate partners alike. By leveraging the right tools and strategies, organizations can enhance donor engagement, improve tracking, and maximize the impact of these limited-opportunity initiatives.
Employer Search Functionality
This feature allows nonprofits to incorporate a searchable database of companies with matching gift programs, including those offering one-off matching opportunities. This way, donors can quickly identify whether their employer is participating in the program, access matching gift details, and follow any specific submission guidelines—all from the donation page.
This increases program knowledge with straightforward and accessible information, improves the donor experience with real-time access to relevant company information, and reduces barriers to participation. Plus, with Double the Donation, it’s even customizable for one-off matches, allowing nonprofits to highlight specific companies involved in the current campaign and ensuring donors are aware of the opportunity as they give.
Matching Gift Request Auto-Submission
Auto-submission technology, offered by Double the Donation, enables donors to authorize the platform to automatically submit their matching gift request directly to their employer, eliminating the need for a separate process after their donation.
This streamlines the submission process and increases the likelihood that donors complete their requests, reduces donor effort to provide a frictionless experience, and boosts campaign results overall, ensuring nonprofits capture the full potential of available matches.
Automated Follow-Up Communications
This feature triggers personalized, timely reminders to donors who qualify for matching gift programs but have not yet completed the process. These messages can include company-specific instructions, deadlines, and direct links to take action.
This increases submission rates by ensuring donors don’t forget to complete their matching gift requests, saves time for nonprofits by eliminating the need for manual reminders, and improves donor engagement with relevant, helpful follow-ups.
Contribution Tracking
Automated systems allow nonprofits to track donations, matching gift submissions, and overall progress for one-off matching gift campaigns in real time. These tools consolidate data, making it easy to monitor key metrics and generate reports.
Overall, this ensures transparency by providing accurate updates to partners and donors, simplifies reporting (building trust and credibility), and informs future strategies with insights gained from tracking metrics.
All in all, automation simplifies and enhances the effectiveness of one-off matching gift programs by reducing administrative tasks, increasing donor engagement, and ensuring accuracy in tracking and reporting.
By automating one-off matching gift programs, nonprofits can focus on engaging donors and maximizing the program’s impact. These tools not only save time but also enhance the donor experience, paving the way for more successful campaigns in the future.
Final Thoughts & Further Reading
One-off matching gift programs provide a unique opportunity to boost fundraising efforts, attract new donors, and deepen connections with existing supporters. By timing your campaigns strategically, promoting the match effectively, and emphasizing the impact of the multiplied contributions, your nonprofit can fully harness the potential of these limited-edition programs.
The next time a corporate partner offers a one-off match, view it as more than a generous donation—see it as a chance to galvanize your donor base and achieve new fundraising milestones. With careful planning and execution, one-off matching gift programs can become a game-changing component of your nonprofit’s fundraising strategy.
Ready to learn more about matching gifts and beyond? Browse our list of recommended resources to continue growing your knowledge below:
Payroll Giving for Nonprofits: Leveraging Employee Support
/in Corporate Giving, Nonprofit Fundraising /by Getting AttentionPayroll giving is an increasingly popular effort that allows employees to contribute directly to charitable causes through automatic deductions from their paychecks. For nonprofits, this presents a unique opportunity to tap into the philanthropic spirit of companies’ employees.
Interested in discovering how your own nonprofit can do so? We’ll cover everything you need to know about payroll giving here.
This includes:
By leveraging employee support through payroll giving, organizations can drive meaningful change while simultaneously enriching the workplace culture. Read on to find out how.
What is Payroll Giving?
Payroll giving is a charitable contribution method that allows employees of participating companies to donate a portion of their salary directly to nonprofit organizations through automatic deductions from their paychecks on a regular basis.
This system simplifies the donation process, making it easy for employees to support causes they care about without needing to manage separate transactions or giving efforts. Meanwhile, organizations receive additional support and resources through the programs, allowing them to make a larger impact in their respective missions.
Typically, companies’ employees can choose how much they want to contribute and select the intended recipient from a list of approved charities or organizations. The donations are then collected by the employer and forwarded to the chosen nonprofits, often according to a monthly or quarterly structure.
What Are the Benefits of Payroll Giving for Nonprofits?
According to payroll giving statistics from Double the Donation, nearly 6 million U.S. employees donate through payroll giving programs. That’s more than $173 million each year, which is a big chunk of funding that can make a significant impact on nonprofits like yours.
Here’s how:
1. Payroll Giving Creates a Reliable Source of Income
Payroll giving provides nonprofits with consistent, recurring donations, enabling them to plan more effectively and allocate resources efficiently. This predictable income stream helps organizations sustain ongoing programs, fund new initiatives, and manage operational costs with greater stability.
With regular contributions arriving throughout the year, nonprofits can worry less about fluctuating funding and focus more on achieving their mission.
2. Payroll Giving Encourages Long-Term Donor Relationships
Payroll giving fosters a culture of sustained giving, as donors commit to contributing a portion of their salary on a regular basis. This long-term commitment builds deeper connections between donors and the causes they support, resulting in higher donor retention rates.
3. Payroll Giving Reduces Administrative Overhead
Since payroll donations are automatically deducted from an employee’s paycheck, nonprofits often face lower administrative burdens compared to processing individual one-time gifts. These automated systems reduce the need for extensive follow-up, data entry, or payment tracking, allowing nonprofits to allocate more resources to their programs and outreach efforts.
4. Payroll Giving Amplifies Donations Through Matching Programs
Many employers offer matching gift programs alongside payroll giving, doubling or even tripling the impact of employees’ contributions. For nonprofits, this means that every dollar donated through payroll giving has the potential to go even further, maximizing the overall impact of the program.
Promoting these matching opportunities encourages more employees to participate, creating a win-win for donors, companies, and nonprofits alike.
5. Payroll Giving Strengthens Corporate Partnerships
Payroll giving programs often serve as a bridge between nonprofits and corporate partners, enhancing collaboration and fostering goodwill. By supporting these initiatives, companies demonstrate their commitment to Corporate Social Responsibility (or CSR), while nonprofits gain valuable allies in spreading awareness and increasing their donor base.
These partnerships can lead to additional support, such as sponsorships, volunteer programs, or in-kind donations, too.
6. Payroll Giving Expands Donor Reach
Workplace giving programs introduce nonprofits to new audiences they might not otherwise reach. Employees who participate in payroll giving may not have previously donated but are motivated by the convenience and encouragement of their employer’s program. Over time, these individuals can even become passionate supporters and advocates for the nonprofit’s mission.
7. Payroll Giving Provides a Competitive Edge
For nonprofits seeking to stand out in the crowded fundraising landscape, payroll giving offers a unique advantage. The streamlined, hassle-free nature of these programs makes them appealing to donors and gives nonprofits an edge in retaining long-term support. Additionally, offering payroll giving as an option signals that the organization is innovative and aligned with modern fundraising and corporate partnership practices.
How Does Payroll Giving Benefit Companies + Employees?
Payroll giving programs also benefit both companies and employees in several meaningful ways, enhancing workplace culture, employee satisfaction, and community impact.
Here’s a breakdown of the benefits:
Benefits for Companies
Payroll giving demonstrates a company’s commitment to supporting communities and aligns with CSR initiatives, improving the company’s reputation and appeal to socially conscious stakeholders.
Employees value opportunities to contribute to causes they care about, and payroll giving programs make it easy. This boosts morale, engagement, and loyalty, reducing turnover rates.
By enabling employees to support local or global causes, companies foster stronger relationships with the community, creating goodwill and unleashing the potential for new partnerships.
Benefits for Employees
Payroll giving allows employees to donate directly from their paycheck, making the process seamless and eliminating the need for separate transactions.
Many companies offer matching gift programs that amplify employee donations, maximizing the impact of their contributions without additional cost to the employee.
Payroll donations are often pre-tax, reducing the taxable income for employees while ensuring their chosen charity receives the full donation amount.
Employees feel more connected to their company and their chosen causes, fostering a sense of pride and purpose in their work.
All in all, payroll giving creates a win-win scenario for companies and employees, building a positive workplace environment while driving significant social impact. It enhances personal fulfillment for employees and strengthens the company’s role as a community leader.
What Does the Payroll Giving Process Look Like?
The payroll giving process is designed to make charitable contributions simple, seamless, and impactful for both employees and employers.
Here’s a step-by-step breakdown of how it typically works:
1. Program Setup by Employer
If a company is interested in developing a payroll giving program, the first step is generally to select a payroll giving provider to facilitate and streamline the process. From there, it’s time to define policies and establish specific guidelines for the program. This should include employee and nonprofit eligibility, frequency of deductions, and whether they’ll offer matching gifts or other incentives.
Then, the company begins promoting the program and educating its workforce about the giving opportunity through onboarding, internal communications, and various promotional campaigns to maximize participation.
2. Employee Enrollment
Interested employees can then decide to enroll in the payroll giving program by selecting a charity they wish to support, generally from a list of registered organizations. Employees decide how much they want to contribute per paycheck, often with the option to set a fixed amount or a percentage of their salary.
This part of the process is typically done by completing a simple enrollment form or online process, authorizing the employer to automatically deduct the approved amount directly from the individual’s paychecks going forward.
3. Payroll Deductions
Once enrolled, the specified donation amount is automatically deducted from the employee’s paycheck, often pre-tax (though this can depend on local guidelines and regulations).
Deductions are generally reflected on employees’ pay stubs, providing a clear record for transparency and tax purposes.
4. Funds Distribution
Finally, donors’ employing companies—or their giving platforms—consolidate all employee donations. From there, funds are distributed to the selected nonprofits on a regular schedule (e.g., monthly or quarterly), ensuring timely delivery.
8 Companies Offering Payroll Giving Programs
For the best results, nonprofits should be familiar with companies offering payroll giving programs. After all, these initiatives will allow organizations to significantly enhance their fundraising strategies, as they provide a reliable source of funding through recurring, employer-sponsored donations.
While we can’t list them all, we have selected a few examples of well-known companies with payroll giving opportunities to spotlight below. These include:
Learn more about the company’s workplace giving programs here.
Learn more about the company’s workplace giving programs here.
Learn more about the company’s workplace giving programs here.
Learn more about the company’s workplace giving programs here.
Learn more about the company’s workplace giving programs here.
Learn more about the company’s workplace giving programs here.
Learn more about the company’s workplace giving programs here.
Learn more about the company’s workplace giving programs here.
Tips for Increasing Support Through Payroll Giving
Increasing support through payroll giving requires strategic planning and effective communication with your audience. Here are some best practices to enhance participation and engagement:
Pre-register for companies’ giving portals.
To maximize the potential of payroll giving, nonprofits should ensure their organization is listed and up-to-date in companies’ workplace giving portals. After all, many corporations use platforms like Benevity or CyberGrants to manage employee giving programs. By pre-registering, nonprofits make it easier for employees to select their organization and start donating.
Pre-registration reduces barriers for donors and ensures that employees can easily find and support your organization. It also demonstrates professionalism and preparedness, enhancing your credibility with both companies and their employees.
Focus on the benefits and impact of payroll giving.
Communicating the benefits and real-world impact of payroll giving is crucial for engaging potential donors. Therefore, it’s a good idea to highlight how payroll giving simplifies contributions and amplifies their impact, especially when paired with other programs, like matching gifts.
Share tangible examples of how payroll giving has transformed your programs, supported your beneficiaries, or helped achieve specific goals. Use metrics, photos, or videos to make the impact relatable and real. And don’t overlook the power of a donor story or testimonial, either.
Provide exclusive incentives for payroll giving donors.
Encouraging donors to commit to payroll giving can be easier when exclusive perks are offered. These types of incentives make donors feel valued and appreciated while fostering a sense of community among supporters.
Here are a few ideas you might consider:
Positive incentives create a positive feedback loop, where donors feel rewarded for their generosity, increasing their likelihood of staying committed to your organization long-term. Plus, it can be just what on-the-fence supporters need to make the first jump and enroll in the program!
See it in Action: Nonprofits Promoting Payroll Giving Well
Many nonprofits have established effective strategies for promoting payroll giving opportunities, showcasing innovative ways to engage employees and businesses alike. Here are a few examples of organizations that tend to excel in this area:
Water Aid
WaterAid is a global organization working to provide clean water, decent toilets, and good hygiene in developing countries. The nonprofit highlights payroll deduction gifts as a leading way for donors to make a difference, and it does so specifically with the Payroll Giving landing page below.
The organization’s FAQ section also calls out another form of workplace giving that often goes hand-in-hand with payroll giving: matching gifts. It even links to the nonprofit’s workplace giving database tool for donors to easily discover their eligibility for a match.
WWF
WWF, also known as the World Wildlife Fund, is an international conservation organization focused on preserving the world’s most vulnerable species and ecosystems. In order to drive support through payroll giving donations, WWF has established the following page dedicated to the programs:
The page also links to a video that further explains the payroll giving opportunity, empowering donors and companies alike to learn more and get involved with the programs. And they really focus on the tax benefits, too—driving the idea that a $5 monthly donation will cost no more than $4!
Save the Children
Save the Children is a global nonprofit organization dedicated to improving the lives of children through education, healthcare, emergency response, and advocacy. The organization is dedicated to making the most of workplace giving programs for its cause, which include payroll giving, matching gifts, and more.
One way that it does so is with the following landing page on its website:
Kawartha Lakes Food Source
Kawartha Lakes Food Source (or KLFS) is a not-for-profit distribution center supplying food and personal care items to member organizations in the City of Kawartha Lakes. As the organization aims to raise more through payroll giving programs, the team shared the following social media post to raise awareness:
This outlines the payroll giving opportunity and encourages donors to get in contact with their payroll departments to get set up.
Wrapping Up & Additional Resources
Payroll giving stands out as a powerful and efficient way for nonprofits to harness employee contributions and create a lasting impact on their causes. By facilitating effortless donations directly from supporters’ paychecks, organizations can build a reliable funding stream that supports their missions and programs.
Ultimately, payroll giving represents a win-win scenario. It enables employees to make meaningful contributions while empowering nonprofits to do more than ever before. By embracing this collaborative approach, both parties can work together to create positive change.
Interested in learning more about workplace giving opportunities and beyond? Check out these recommended resources to keep reading:
YouTube for Nonprofits: How To Get Started & Tell Your Story
/in Nonprofit Communications, Nonprofit Marketing, Nonprofit Tools /by Jessica KingNearly 90% of organizations use video for marketing, and 95% of video marketers see it as a vital part of their overall strategy. Of the marketing professionals who don’t use video marketing, 37% simply aren’t sure how to get started. If your nonprofit is part of that 37%, then a good place to start is understanding the most ubiquitous video hosting platform on the internet: YouTube.
Founded in 2005, YouTube is one of the most visited sites on the internet, second only to Google, YouTube’s parent company. While there are other options for publishing videos, most nonprofits rely on YouTube thanks to its large audience, intuitive interface, and nonprofit program. Previously called YouTube for Nonprofits, the YouTube Nonprofit program offers verified organizations exclusive tools and resources to empower impactful video creation.
To help you get started with the program, this guide will explore the basics of this marketing opportunity and how to make successful videos:
As you explore the YouTube Nonprofit Program, collaborate with your marketing team, particularly those experienced with video production and YouTube. Together, brainstorm video ideas and assess what level of production is feasible given your nonprofit’s resources. Once your nonprofit is approved and ready to start posting on YouTube, your marketing team can get straight to work supporting your digital awareness and fundraising campaigns with videos.
What is YouTube for Nonprofits?
The YouTube Nonprofit Program is Google’s program for nonprofits looking to fundraise and tell their stories on YouTube. Previously called YouTube for Nonprofits, the program allows organizations to tap into visual storytelling on the world’s most popular video-sharing site. The platform has 2.49 billion monthly users, empowering nonprofits to reach a global audience of donors, volunteers, and advocates with video storytelling.
While almost anyone can use YouTube to generate revenue after earning a certain number of subscribers, YouTube for Nonprofits gives 501(c)(3) organizations a head start with the following features:
Essentially, YouTube for Nonprofits allows organizations to create more effective videos and fundraise through the YouTube platform. To access the program, your organization must first sign up for a Google for Nonprofits account.
Benefits of Participating In The YouTube Nonprofit Program
When your messages are formatted as videos, viewers will retain 95% of your message, compared to just 10% when read in plain text. Videos make your stories, work, and impact much more memorable.
With YouTube, nonprofits have the perfect platform to leverage the power of video and connect with audiences on a deeper level. Let’s dive into the specific benefits of participating in the YouTube Nonprofit Program.
Educate Your Audience.
YouTube provides a powerful platform for your nonprofit to educate its target audience about your mission, goals, and the issues you aim to address. Through engaging videos, your organization can break down complex topics into digestible content, making it easier for viewers to understand and connect with your cause. Your educational videos might include explainer animations, expert interviews, or real-world stories, helping to raise awareness and foster empathy.
Promote Campaigns and Events.
YouTube is an ideal space to promote fundraising campaigns, advocacy initiatives, and upcoming events. Videos can be used to build excitement, showcase key details, and share testimonials or behind-the-scenes moments that encourage participation. Live streams empower your nonprofit to engage with its audience in real-time, creating a sense of community and immediacy around campaigns or events.
With tools like Link Anywhere Cards and Donate Buttons, your nonprofit can easily guide viewers to take meaningful actions, such as registering for events or donating.
Show Appreciation, Communicate Impact, and Build Your Community.
YouTube is an effective platform for building your online community and showing appreciation for their support. Encourage supporters to check out your nonprofit’s YouTube channel to better understand the impact of their contributions. Your channel might feature personalized thank-you messages, highlight success stories, or provide updates on how funds are used to further your mission.
Sharing these moments fosters trust and deepens the relationship between your nonprofit and its donors or volunteers. By showing tangible results, you’ll reinforce the value of support and encourage ongoing engagement with your cause.
As new supporters find your content, respond to their comments, engage them with polls using the community tab feature, and like positive and thoughtful comments to encourage engagement.
How to Set Up Your YouTube for Nonprofits Account
Joining YouTube for Nonprofits is relatively easy, especially if your nonprofit already has a Google for Nonprofits account and a YouTube channel. If you don’t, just follow these steps:
1. Request a Google for Nonprofits account.
Google for Nonprofits is a program that provides eligible charitable organizations with access to premium Google products and services, including Workspace, Ad Grants, Google Maps and Earth, and YouTube for Nonprofits. Here is a complete list of all products and features organizations using Google for Nonprofits can access:
If you have an account, simply sign in with your organization’s administrative account. If not, you’ll need to register for the program. To join Google for Nonprofits, first check if you meet the following eligibility requirements:
From there, request a Google for Nonprofits account. Just click “Get started,” and the system will walk you through the necessary steps. After that, their validation partner, Goodstack, may reach out to you if they have any questions or need additional documentation. Then, in 2-14 business days, you should receive verification.
Another Powerful Google Platform: Google Ad Grants
In addition to the YouTube Nonprofit Program, you’ll gain access to the Google Ad Grant application by applying to Google for Nonprofits. The Google Ad Grant provides $10,000 in the form of monthly credits that nonprofits can use to create Google Search Ads. These ads appear at the top of the search results page for relevant keywords, improving the chances that page visitors will see and click on the link.
Nonprofits can use Google Ad Grants to promote almost any goals they have, including:
Applying for the Google Ad Grant requires an additional step of ensuring that your website is considered high-quality, secure, and filled with valuable content. However, Google is the world’s most popular search engine, and ads can skyrocket your nonprofit’s website to the top search results. You can tap into a global network of supporters, so make sure to claim your free advertising dollars!
Know that Google Ads have a learning curve, but Google Ad Grant experts like those at Getting Attention can step in to make the most of this advertising opportunity. We’ll make sure you target the right keywords and have well-written ads that inspire your target audience to take action.
2. Create a YouTube channel.
To activate your account, you’ll need your YouTube channel ID. Here’s how to find your channel ID or create a channel for your nonprofit if it doesn’t already have one:
To change the channel associated with your YouTube Nonprofit Program account, log into Google for Nonprofits. Under YouTube Nonprofit Program, click Change channel ID. All features will be transferred to the new channel. This cannot be undone.
3. Sign in to Google for Nonprofits and click “Get Started.”
In your Google for Nonprofits account, click Get Started under YouTube Nonprofit Program. You’ll need to provide some information. Then, Google will review your request in 2-14 business days, so keep an eye on your inbox for an email confirming your account has been activated. You can then start using all of YouTube for Nonprofit’s features and creating powerful videos for your cause.
Creating Your Nonprofit’s YouTube Videos
Nonprofits interested in creating video content have two options: create videos internally or hire an external video production company. Some video production companies have specific services for nonprofits that may be more moderately priced. However, video production is still expensive, and many nonprofits may prefer to at least make shorter and less formal videos internally as part of their marketing efforts.
Whether your team makes videos or wants to be informed when working with a production company, here are a few tips about developing nonprofit videos:
Use the right equipment.
Like any type of digital marketing content, videos need the right software and equipment for effective results. Professional video production companies will likely use tools that are far more advanced than the average nonprofit’s needs. If you just want to make casual YouTube Shorts style content, a basic camera and free editing software may even satisfy your needs.
However, if you want to create slightly more complex videos, you’ll need to research video production equipment and weigh the costs against your marketing budget. At the very least, you’ll need:
For more specific information about different types of cameras, microphones, and other equipment, YouTube itself is full of videos that offer tutorials on everything from how to set up your lighting to the effect different types of camera lenses will have on your videos.
Aim to evoke emotion.
With its ability to showcase sounds and visuals together, video is an especially effective medium for conveying emotion. For example, nonprofit video production company Tectonic Video created this emotional video for Mutual Rescue, a nonprofit dedicated to helping animals find their forever homes:
Videos that get viewers to empathize with their cause are more likely to be shared and earn support. Your goal should be to create videos that supporters want to share with friends and family. Aim to create video content that’s relatable, relates to trending topics, or asks compelling questions.
In your nonprofit’s YouTube videos, consider how you can tell stories that encourage your audience to root for the subject of your story. Then, use music cues and footage to evoke emotions that will make supporters want to take action.
Define your visual identity.
Building a following on YouTube requires building a brand. Do you want viewers to think of your organization as inspirational? Relatable and familiar? Cutting-edge and professional? Think about your current brand identity and how you can translate it into video.
For example, one nonprofit might choose to feature only footage of their beneficiaries, rather than their staff and volunteers, to highlight their commitment to elevating and empowering those they serve. In contrast, another organization might use an animated style to simplify complex concepts—such as water cycles—or to make less appealing subjects—like insects—more engaging.
Additionally, be sure to include your organization’s name and logo in your video so that, if it’s shared on another site, viewers can easily trace it back to your nonprofit.
Consistently post to your nonprofit’s YouTube channel.
One of YouTube’s biggest strengths is its ability to help video creators build sustainable communities. To cultivate a support base, establish a consistent posting schedule, and ensure your nonprofit’s videos always have a cohesive brand identity and cover topics your supporters are interested in. How often you post is up to you, but aim for at least once a week when getting started.
Consistently creating video content can lead to burnout, though. Ensure you set a sustainable pace for your team and help them come up with new ideas to make sure you always have fresh content.
Then, make your YouTube videos discoverable by sharing them on your nonprofit’s Facebook and Instagram pages. By maintaining a steady posting schedule and sharing your videos across social platforms, you can keep your audience engaged while steadily growing your nonprofit’s presence on YouTube.
Create clear calls-to-action for each YouTube video.
After watching your video, what action do you want your supporters to take? On YouTube, it’s become a cliche for videos to begin by asking viewers to “Like, comment, and subscribe,” and nonprofits have even more actions they might request for supporters, such as sharing, donating, or volunteering.
However, asking viewers to take multiple actions, especially if they’re listed quickly in a row, can easily become white noise. For viewers who watch a lot of online content, ignoring multiple calls to action can become a habit. Ensure your calls to action stand out by asking supporters to take just one specific action in your YouTube videos.
When creating your videos, consider how they fit into your overall marketing strategy. For example, for a video that tells an emotional story, you might ask supporters to donate. Or, you might create educational videos for an awareness campaign and ask viewers to like and share them, which boosts engagement and increases the likelihood that they will be recommended to others.
Launch Your Nonprofit’s YouTube Channel
Whether you just need a platform to host video content or are looking to build an entirely new following, a nonprofit YouTube channel is a powerful addition to your marketing strategy. Start sharing inspiring content and connecting with supporters through video.
Of course, video is just one part of your marketing strategy. Other strategies, such as email and paid advertising, are instrumental in amplifying your videos to your target audience. As you get started with the YouTube Nonprofit Program, explore these free resources about digital marketing:
4 Best Practices for Collecting Key Recruitment Data
/in Nonprofit Communications /by Jessica KingBetween managing fundraising campaigns, donor relationships, volunteers, and employee recruitment, life as a nonprofit professional can feel like an overwhelming juggling act. You need every asset at your disposal to pull off your act without dropping anything—which is why data, as a straightforward and actionable resource, is so important.
Leveraging data-driven insights is especially crucial when recruiting—after all, new team members can make or break your nonprofit’s long-term success. In this guide, we’ll explore how to collect recruitment data effectively and use it to take your organization to new heights.
1. Identify and Track Important Data Points
It can be easy to get bogged down by excessive data from many sources. However, you can cut through the confusion by establishing focus metrics at the beginning of the data collection and review process. Lever’s guide to talent acquisition metrics suggests looking at the following data points:
When choosing your focus recruitment metrics, ensure you understand how best to collect the data. For instance, you can calculate a position’s offer acceptance rate immediately by using quantitative data. However, quality of hire requires qualitative feedback from managers and takes longer to collect.
2. Use Recruitment-Focused Technology
Using purpose-built recruitment solutions is ideal for making your operations more efficient. Still, it isn’t often feasible for nonprofits with strict budgets, especially as many solutions in the space are built for larger organizations. However, JazzHR suggests that nonprofits of all sizes leverage solutions tailor-made for small organizations.
At the highest level, you can use an applicant tracking system (ATS) made for small businesses and nonprofits. An ATS allows you to manage every aspect of your recruitment process, from sourcing candidates to scheduling interviews to securing offers. It’s a great investment for nonprofits that want to gain an edge over businesses and other organizations using similar talent pools.
If you aren’t ready for an end-to-end recruiting solution, take it a step lower and use a standalone recruiting tool. These solutions are more general than an ATS and manage smaller parts of the hiring process, such as interview scheduling, marketing, or candidate communications.
3. Ensure Recruitment Data Accuracy
For your recruitment data to be useful, it must be completely accurate. However, effectively maintaining your database is easier said than done. Follow these easy data hygiene tips to keep the information you need clean and useful:
4. Maintain Privacy Compliance
Just like the data in your CRM, recruitment data inherently contains personal information that your nonprofit must protect. A whopping 92% of Americans are concerned about their online privacy, and protecting private data helps you maintain a stellar employer brand and candidate trust. Plus, some regulations hold more serious penalties, so you’ll avoid any negative outcomes by adhering to them. Keep these tips in mind to help manage data correctly:
Even if you aren’t actively hiring, you should always collect recruitment data and maintain its quality. After all, roles can open up unexpectedly, so you must be prepared for any situation. During slow hiring periods, brush up on current nonprofit recruitment trends and revisit your strategy. Then, when the time comes, you’ll be able to attract the best talent to help you effectively manage your juggling act.
Google Analytics for Nonprofits: Tracking Web Performance
/in Nonprofit Marketing, Nonprofit Tools /by Jessica KingEvery visit to your nonprofit’s website is an opportunity to drive donations, volunteerism, or advocacy. But are you making the most of these interactions?
Google Analytics offers nonprofits a powerful way to track website performance. With Google Analytics, you can analyze visitor behavior, track fundraising efforts, and identify improvement opportunities.
Whether you’re looking to boost volunteer registrations or monitor donation trends, this guide will walk through everything you need to know about Google Analytics for nonprofits:
When it comes to optimizing your online presence, guesswork doesn’t cut it. Your nonprofit needs data to make informed decisions. Let’s explore how to use Google Analytics to get the data needed to fuel your mission.
Overview of Google Analytics for Nonprofits
What is Google Analytics?
Google Analytics is a web analytics tool that provides data about website performance, user behavior, and the effectiveness of online campaigns. This information enables nonprofits to understand how supporters engage with their websites, outreach, and fundraising efforts.
By leveraging Google Analytics, nonprofits can make data-driven decisions to optimize their online presence and ensure campaigns engage donors, volunteers, and other stakeholders. The key benefits of leveraging Google Analytics for nonprofits include:
With Google Analytics, nonprofits can ensure every effort aligns with their mission and drives greater impact. Plus, it’s free to use!
Universal Analytics vs. Google Analytics 4
Google Analytics 4 (GA4) is the latest version of Google Analytics, replacing Universal Analytics (UA). While UA was optimized for tracking website sessions and pageviews, GA4 is a more flexible, event-based model designed for modern cross-platform measurement.
Here are the key differences between UA and GA4:
Essentially, when compared to UA, GA4 provides better cross-platform tracking, more flexibility in event tracking, and privacy compliance tools. This enables your nonprofit to better understand user behavior and optimize its web presence.
As Google sunsetted Universal Analytics in 2023, all organizations must migrate to GA4 to continue tracking performance.
Key Terms and Metrics to Know
As you start using Google Analytics, make sure your nonprofit’s marketing team understands these key terms:
Conversions and Goals
Sessions and Interactions
Traffic and Attribution
Event-Based Tracking
Getting Started With Google Analytics for Nonprofits
To create a Google Analytics account for your nonprofit, go to the Google Analytics website, sign in with your Google account, and follow the prompts. The GA4 Setup Assistant will walk you through the configuration process, including creating your first property, selecting the appropriate settings, and generating a tracking ID to integrate with your website or platform.
Integrating Google Analytics With Your Site and Donation Platform
To track website activity, create a new Property in your nonprofit’s Google Analytics account. Follow the Google Analytics Setup Guide for additional help. Once complete, add the tracking ID or code snippet it gives you to your website builder, CMS, specific web pages, or Google Tag Manager.
Luckily, many nonprofit website builders and donation platforms have native integrations with Google Analytics, including HubSpot, Squarespace, WordPress, Wix, Bloomerang, Classy, Donately, Donorbox, and more! If you use these platforms, you can add the tracking ID without modifying the code directly.
If your CMS or donation platform doesn’t have an integration, work with your web developer to add the code to key pages, such as donation forms and thank-you pages.
Linking Your Google Ad Grants Account to Google Analytics
If your nonprofit uses the Google Ad Grant, you can link your Google Analytics account to it. When creating your Google Analytics account, use a Google Account with administrative access to your Google Ad Grants account.
You can also link your accounts later by logging into Analytics and clicking Admin -> Google Ads link (under Product links) -> Link -> Choose Google Ads accounts (indicate the Google Ads accounts you want to link) -> Confirm -> Next. From this menu, ensure Enable Personalized Advertising is on and expand Enable Auto-Tagging (optional). Then, hit Next -> Submit.
If you haven’t completed the Ad Grant application process, do that before linking the account to Google Analytics.
Linking your accounts will help you track the full customer lifecycle. You’ll understand how people interact with your ad campaigns and what drives them to take meaningful actions like donating or registering for events. Using Google Analytics and Google Ads together provides insights into which ads and mission-related keywords drive engagement so your nonprofit can optimize its ads and allocate its budget effectively.
Tracking User Behavior and Setting Goals for Success
Understanding where users come from and how they interact with your site allows your nonprofit to map user journeys and make informed decisions to boost engagement.
Remember, Goals are specific actions or interactions you want to track. They align with your nonprofit’s objectives, whether that’s driving donations, increasing volunteer engagement, or spreading awareness.
In Google Analytics, every goal corresponds to a conversion event, but traditional goal types fall into these four categories:
You can use these goal types to track meaningful actions aligned with your nonprofit’s mission. Here are some examples:
If your nonprofit uses Google Ads, note that ad-specific conversion goals differ slightly. These can include purchases or donations, sign-ups (like for newsletters or memberships), leads (like information downloads or clicks to call), or key page views (like time spent on the site or multiple pages viewed). You can find more details in our Google Grant rules guide.
Example: Creating a Funnel to Measure Volunteer Registration
Creating a Funnel in GA4 helps you visualize steps users take to complete a specific action, like registering to volunteer. A Funnel for this process might include these stages:
By analyzing where users drop off, you can adjust the process to reduce friction and boost sign-ups. For example, if many users fail to submit the registration form, consider simplifying the form or offering guidance throughout the process.
Navigating Your Nonprofit’s Google Analytics Dashboard
The Google Analytics dashboard provides nonprofits with a clear picture of how users interact with their websites in real-time and over time. Understanding these metrics enables you to track site performance, monitor user behavior, and identify areas to improve supporter engagement.
Here are two tabs within your dashboard to pay attention to:
Audience Overview
This section helps nonprofits understand where users are coming from (geographic locations, traffic sources) and their behavior on the site. It provides insight into new vs. returning users, demographics, and devices used. Custom reports can be created to track audience behavior over time, helping nonprofits tailor their campaigns and optimize user engagement.
Realtime Overview
The Realtime tab offers insights into active users on your site at any given moment and highlights which pages and campaigns are performing well.
By leveraging the right information from your Google Analytics dashboard, your nonprofit can gain valuable insights for your outreach efforts and website performance.
Tracking Emails and Donations With Google Analytics
Google Analytics makes it easy to track multiple campaigns’ performances, including your emails and eCommerce.
Tips for Tracking Email Campaigns
Nonprofit emails generate around 28% of all online fundraising revenue. To keep your email revenue high, integrate Google Analytics with your nonprofit’s email campaigns.
Using tagged links, such as UTM parameters, allows you to monitor the source, campaign, and type of engagement generated by each email. Let’s say you want to use the link yournonprofit.org/volunteer. Your tagged link might look like this:
Additionally, integrating your email campaigns with Google Analytics allows you to connect data from your email marketing platform—such as open rate, bounce rate, unsubscribe rate, and click-through rate—with website engagement metrics, giving a complete view of campaign performance.
Tips for Tracking eCommerce
eCommerce reports in Google Analytics provide valuable insights into donation trends and supporter behavior.
Drive revenue by monitoring transaction information, average donation value, and time to donate. Within this report, you might notice that people consistently donate larger amounts at a specific time or day of the week. That way, you can schedule appeals for peak response times.
Other Google Products to Boost Nonprofit Efforts
Beyond Google Analytics, Google offers plenty of tools to amplify your cause. They even have a program called Google for Nonprofits. The program gives nonprofits free access to Workspace, special YouTube tools, Earth and Maps, and the Google Ad Grant application.
Use these Google Products to enhance your online presence:
Beyond these tools, explore any other Google Analytics integrations available for your nonprofit’s existing tools. Look at your donation, marketing, volunteer, and event tools to find integration opportunities.
Resources To Enhance Your Online Presence
Google Analytics gives nonprofits the necessary insights to understand supporter behavior, optimize campaigns, and measure real-world impact. When used strategically, it becomes a powerful tool for nonprofits to uncover hidden opportunities, refine messaging, and make data-driven decisions.
As you improve your online presence, check out these resources:
Data Hygiene: How to Keep Your Donor Database Clean
/in Nonprofit Communications, Nonprofit Fundraising, Nonprofit Marketing, Nonprofit Tools /by Jessica KingImagine that a monthly donor contributes an additional donation to your organization’s latest campaign. When they signed up for your monthly giving program, they listed their address as “123 Smith Street.” However, when they gave their additional contribution, they listed their address as “123 Smith St.”
While both addresses are technically correct, your constituent relationship management platform (CRM) may register them as different and create a new profile. Since your system will treat these entries as two separate people, you could forget to thank the supporter or accidentally solicit another donation at an inappropriate time, potentially harming your relationship with that donor.
Avoid these situations by keeping your donor database clean and organized. That way, you ensure you’re reaching out to the right people at the right time to build stronger relationships. Follow the tips in this guide to develop a comprehensive data hygiene routine.
Maintain the information you collect regularly.
Create a schedule to regularly maintain the information you collect and save in your donor database. That way, you’ll have dedicated time each day or week to make changes and ensure your data is as accurate as possible. Some of these regular maintenance activities include:
Prevent donor data entry errors or inconsistencies by creating rules that get your team on the same page. For instance, you may solely use address abbreviations like “St.” and “Rd.” and inform team members to edit entries that don’t use abbreviations to streamline your database.
Perform larger-scale maintenance and analysis activities monthly.
In addition to the previous maintenance activities, you should handle a few more complex tasks monthly to keep your database clean and equip team members with the latest information about your organization and its campaigns. These include:
Consider assigning a data steward to preside over these activities each month. Alternatively, you may appoint a team member in each department to clean and report on their own data.
Cleanse your data.
With the help of external providers or resources, you can run more extensive data cleanses that rid your database of unuseful or outdated information. Take the time to cleanse your data by:
You should also audit your entire database annually to pinpoint the most glaring problem areas and resolve them.
Append missing information.
Cleaning your database may reveal that you’re missing vital information about your supporters. In this case, conduct a data append to fill in any gaps and round out your database.
The main types of data your organization can append include:
Let’s say you’re running an email marketing campaign but find that you only have email addresses for 40% of your supporters. To rectify this issue, you can work with a data provider to source supporter email addresses and add them to your database.
Look for a provider with comprehensive security measures to protect sensitive donor data. Inquire about your provider’s own data hygiene strategy as well to ensure they provide accurate, updated information.
Data is only valuable for your nonprofit if it’s clean and tidy. Use these best practices to be sure your organization effectively sorts, organizes, and updates supporter information. Then, you can leverage it for segmentation, personalization, and stewardship to build stronger donor relationships.
How To Create A Nonprofit Annual Report + Excellent Examples
/in Nonprofit Communications, Nonprofit Fundraising, Nonprofit Marketing /by Jessica KingA nonprofit annual report isn’t just a collection of financial data—it’s the story of your organization’s impact over the past year. For nonprofit leaders, fundraisers, and marketers, it’s a unique opportunity to deepen supporter engagement by showcasing not just what you did but why it matters.
So, how can you transform pages of data into a compelling narrative that inspires continued support? We’ll explore key strategies to create a nonprofit annual report that informs and motivates supporters by going over:
Let’s make your annual report an inspiring read by exploring exactly what makes a nonprofit annual report compelling.
What is a Nonprofit Annual Report?
A nonprofit annual report is a comprehensive document that provides a detailed overview of a nonprofit’s activities, accomplishments, and financial performance for the previous fiscal year. It presents data alongside storytelling, visuals, and financial milestones to convey the organization’s impact.
While similar to an impact report, an annual report has a broader scope. While an annual report offers a holistic view of the organization’s work over the past year, an impact report focuses more narrowly on the specific outcomes of particular programs or initiatives. Instead of addressing the organization’s entire constituency, an impact report typically zeros in on funders. Meanwhile, annual reports build trust with donors, volunteers, partners, and the wider community.
Does a 501(c)(3) Need An Annual Report?
Your nonprofit isn’t legally required to produce an annual report in the same way it must file a Form 990 with the IRS. However, creating an annual report is a best practice that leads to these benefits:
Along with showcasing your nonprofit to your supporters, your annual report can your internal decision-making and be leveraged in marketing materials to call supporters to action.
Paper vs. Digital Annual Reports for Nonprofits
The format of your nonprofit annual report depends on your organization’s size and engagement goals. For instance, a small nonprofit may print out a one-page annual report and mail it to top stakeholders. In contrast, an established nonprofit should consider a digital format, like a downloadable PDF, to make their report interactive and shareable.
Large nonprofits might even go the extra mile and create an interactive web page for their annual reports to provide a dynamic multimedia experience. Engage readers by including branded videos, interactive charts, and navigation menus. Both a website and PDF format allow you to reach a broad audience by sharing the report via social media, email campaigns, or even digital ads.
By offering both a print and digital version of your annual report, you can cater to your audience’s diverse communication preferences.
What To Include In Your Nonprofit Annual Report
If you look up “nonprofit annual report examples,” you’ll encounter an array of annual reports of different styles, content, formats, and lengths.
The lack of guidelines can make it difficult to know exactly what you should include in your report. That’s why, to help you get started, we’ve pinpointed a few key elements you should consider incorporating.
This free nonprofit annual report template consolidates these elements:
A Short Opening Message From Leadership
Include a short message from your board president or executive director. This introduction sets the tone for the report, provides context, and previews your organization’s achievements.
Keep this letter to about half of a page or 200-300 words. Short is not asking your graphic designer to “make it fit,” leaving audiences to squint at six-point font.
Don’t be afraid to let your nonprofit’s personality shine through, either. Conveying the director’s sincere excitement about a particular accomplishment, his or her sense of humor, or a personal note makes your report more engaging.
If you feel like this letter is your one chance to say everything to your audience, revisit your communications plan. That feeling, and the resulting letter that goes on forever, often means you’re not regularly communicating with constituents the rest of the year.
A Table of Contents
A well-structured table of contents guides readers through the report and highlights key sections that may be of particular interest, such as financial summaries or program impact. That way, readers can find specific information without having to navigate the entire document.
Powerful Visuals
Include visuals in your nonprofit annual report to convey complex information in an engaging, understandable way. For example, charts can breathe life into otherwise dense financial information, and photos of beneficiaries alongside stories can drive emotional connections.
Here are some effective visuals to include:
If you don’t have an in-house graphic designer, hire an external artist. They can ensure your visuals are polished and aligned with your brand’s message.
Experienced designers like our friends at Kwala understand how to present data and images in a cohesive, impactful nonprofit annual report that resonates with your audience.
Financial Breakdowns
A nonprofit annual report is the perfect opportunity to share comprehensive financial information with stakeholders. Include the following:
Aim for transparency and acknowledge major sources of support. Some organizations also list major donors to publicly recognize their biggest supporters.
Achievements
Showcase the impact of your programs and projects over the past year. Highlight key milestones and success stories from both new and ongoing initiatives, such as volunteer efforts and beneficiary programs. Sharing these accomplishments not only celebrates your organization’s successes but also reinforces your mission’s value to stakeholders.
Challenges
You can highlight the good while still being honest about areas you know need addressing. Acknowledge setbacks and show your commitment to improving with phrases such as “In spite of difficult economic times, we were fortunate to… ”
You can also bring up anticipated challenges for the upcoming year, indicating a need for increased support.
Compelling Testimonials and Stories
People remember stories 22 times more than facts alone. Bring your data to life with compelling stories from beneficiaries, volunteers, and staff members. For example, instead of just stating that 500 meals were provided to families in need, share the story of a single mother who received those meals.
A Call To Action
Hint at a few things you’re excited about for the coming year. Keep your ending hopeful but not artificial, and invite readers to take actions like:
Anyone who reads your annual report is interested in your cause, so tell them how to start supporting you.
How To Share Your Nonprofit Annual Report
You’ve created the perfect nonprofit annual report, so what’s next? Spread the word with a multi-channel marketing strategy! Leverage these key marketing channels:
Your Nonprofit’s Website
Add a banner or prominent link on your homepage to encourage visitors to check out your new report. Then, highlight key insights from your annual report in blog content to encourage anyone researching your mission to read the full report. Add a link to your report in various blog posts you plan to promote.
Google Ads
Did you know Google owns over 91% of the global search engine market? Google Ads can skyrocket content from your website (like your nonprofit’s annual report) to the top of search results, connecting you with your supporters. Although advertising can be expensive, eligible nonprofits can take advantage of the Google Ad Grants program, which provides $10,000 in monthly ad credits for free.
Our Google Ad Grant agency can help your nonprofit maximize the value of the grant by creating ad campaigns that promote your most important content. Our expertise drives qualified traffic to content like your annual report and donation form, increasing visibility without straining your resources.
Social Media
32% of donors are most inspired to give by social media, making these platforms ideal for sharing your nonprofit annual report. Share teasers, testimonials, and research from the report to pique your followers’ interest leading up to and following your report’s release.
Here’s how we recommend leveraging each platform’s unique features:
By playing to each platform’s strengths, you’ll maximize your reach and engagement.
Email
Nonprofit emails generate 28% of all online fundraising revenue, making them effective for sharing your annual report.
Draft emails to highlight your report’s release and importance. Update a section of your newsletter to highlight the report.
Be sure to segment your email subscribers and send emails directly to relevant stakeholders such as major donors and community partners.
Year-End Event
Turn your nonprofit annual report into an opportunity to celebrate your accomplishments with a year-end event. This event can serve as a launch for your report and a chance to share successes with major donors and other key stakeholders. Include a brief presentation highlighting key findings, and express your gratitude to the generous supporters who made the past year possible.
Standout Nonprofit Annual Report Examples
Check out these stellar nonprofit annual report examples to spark your creativity. For each example, we’ve highlighted a standout feature you can incorporate into your strategy.
World Wildlife Fund – Compelling Visuals
The World Wildlife Fund (WWF)’s visuals make it a great example of a strong nonprofit annual report. Each page highlights different key initiatives, such as improving sustainable fisheries, protecting wildlife like rhinos, and safeguarding freshwater resources. For each initiative, there’s a compelling photo that represents that program, such as forests, rivers, rhinos, and fishermen.
Most pages also feature a compelling fact or statistic in large font to emphasize the organization’s impact and mission urgency.
Public Radio Exchange (PRX) – User Experience
PRX, a nonprofit public media company, supports independent producers and organizations by connecting them with supportive audiences.
Their commitment to user engagement is evident in their impact report’s interactive design. The “choose your own adventure” format allows each audience to follow their own digital path. This innovative approach enhances the user experience by catering to specific interests.
You can achieve a similar effect by segmenting your annual report based on the expectations and interests of your target audience.
CURE International – Storytelling and Digestibility
This nonprofit annual report brings CURE’s impact to life through storytelling. The report features quotes from beneficiaries and impact stories about children like Natnael whose leg mobility was restored by life-changing surgery.
This nonprofit annual report also features compelling images of beneficiaries as well as staff and volunteers in action. All information is presented in a digestible format with bulleted lists highlighting key facts, a map indicating service areas, and infographics breaking down financial data.
Next Steps
Think of your nonprofit’s annual report as more than a summary of the past year; it’s a tool for shaping the future. For executive directors and fundraisers alike, it represents an opportunity to tell your organization’s story and cultivate deeper connections with stakeholders.
By focusing on impact and authentic narratives, you can turn this document into one of your most effective fundraising and marketing tools. As you start designing your report, check out these resources: