Google Ad Grants are an incredible marketing and fundraising opportunity rolled into one. Created in 2003, the program was designed to help nonprofits amplify their most important content and effectively reach larger pools of donors, volunteers, and advocates.
By equipping eligible organizations with $10,000 in ad credits per month to reach out to supporters online, the Google Ad Grant program enables nonprofits across the world to see a phenomenal increase in website activity and digital conversions.
Even though the program has been around for almost two decades now, there are still plenty of nonprofits out there that aren’t taking advantage of this powerful program. However, if your nonprofit wants to thrive in this modern space and ensure its website reaches the right audience to push your mission forward, starting with Google Ad Grants will establish a secure and dependable marketing foundation in which your organization can grow.
Chances are, you fall into one of three areas: you already have an account but need help leveraging all of its capabilities, your account has started to lag and you want to reinvigorate it, or you don’t have an account at all. Whatever your situation may be, you’re in the right place! This ultimate guide to Google Ad Grants for nonprofits will teach you about:
Here at Getting Attention, we specialize in Google Ad Grant management in hopes of empowering nonprofits to take full advantage of the program. We dedicate our time to learning the rules of the program and the latest best practices for maximizing ad campaigns. That way, our nonprofit partners can amplify their work and connect with a larger pool of motivated prospects.
Without further ado, let’s dive in!


Google Ad Grants for Nonprofits: The Basics
Before deciding if Google Ad Grants are a smart investment of your time, make sure you have a solid grasp of the fundamentals, starting with what Google Ads are. That way, you can get a sense of how the program will fit into your current strategic goals.
What Are Google Ads?
Google Ads (formerly known as Google AdWords and Google AdWords Express) is a digital marketing solution that businesses and nonprofits use to promote their products, services, and other marketing content to web users. The platform strategically places ads on search engine results pages (like Google’s) as well as on other websites. The program allows advertisers to choose specific goals for their ads, such as increasing website visits or phone calls.
For example, when you look up a term or question on Google — like “ocean conservation” — you’ll get tons of results for educational articles and news stories. Along with these results, you’ll also run into advertisements that promote content from nonprofits that are dedicated to supporting this cause. Some of these are donation pages, whereas others are service pages that explain the organization’s work.

While Google Ads are similar to Google Ad Grants, they are also very different. There are stricter guidelines to be a part of the Google Ad Grants program. Additionally, Google Ads participants have to pay a fee per ad click instead of using a fund each month.
What Are Google Ad Grants?
The Google Ad Grants program gives eligible nonprofits $10,000 in free advertising credits every month. Organizations can use their grant money to bid on different keywords and promote specific pages on their website through text-based ads. Most often, these pages include donation pages, service pages, and educational content that align with the search term. So long as the organization complies with the program’s rules, the grant will automatically reactivate each month.
The overall goal of the program is to enable organizations to increase awareness of their causes in an effort to make a greater impact on the world. Think of it as your secret weapon for spreading awareness for your cause, expanding your donor and volunteer network, sharing essential updates with your supporters, and ranking higher on Google.
Bottom line: If you’re looking to increase marketing for your charitable organization, Google Ad Grants will allow you to do so without spending a single penny.
Are Google Ad Grants Free for nonprofits?
Yes, participating in the Google Ad Grants program is entirely free to eligible organizations! All you have to do is meet the program’s eligibility criteria, apply, set up campaigns that align with the keyword requirements, and keep your account compliant on an ongoing basis.
While entirely free, creating and maintaining your account will take substantial time and effort. To truly be successful, you’ll need to either devote a staff member’s time to managing your ad campaigns OR outsource the work to a Google Ad Grants agency. We recommend turning to an agency that will handle the application process, ad campaign creation, account hygiene, and ongoing compliance. That way, you can sit back and focus on how you’ll engage the new prospects who find you through your ads.
Potential Use Cases For Google Ad Grants
The Google Ad Grant program is about much more than driving traffic to your website. When you think critically about the pages you want to promote, you can create carefully-targeted ads that promote your events, inform people about your cause, and recruit passionate supporters to power your mission.
Nonprofits commonly leverage Google Ad Grants to:
- Inform and educate the public by promoting educational content.
- Increase the visibility of their upcoming events like webinars, conferences, and 5Ks.
- Share volunteer registration forms and other volunteer-related content to boost recruitment.
- Promote advocacy activities like online petitions.
- Share donation and sponsorship opportunities to increase funding.
- Provide information about any of the organization’s services.
There’s a wide range of content you can promote with Google Ad Grants. Just think carefully about how the pages you choose to amplify will support your nonprofit’s goals.

The Benefits of Google Ad Grants for Nonprofits
If your nonprofit has a website and is active in the online space, applying for a Google Ad Grant is the next natural step for your marketing strategy. After all, current and prospective supporters are likely already looking up relevant topics about your mission.
While free funding and connecting with new supporters is certainly a plus, what are the specific benefits that the Google Ad Grant program offers? Let’s take a dive into a few advantages that nonprofits experience when they invest time into Google Ad Grants.

Boost Site Engagement.
You spend time creating valuable content on your nonprofit’s website. Naturally, you want people to see the most important content that also aligns with their goals. Google Ad Grants allow you to direct readers to the pages that they’ll find most valuable, thus improving the user experience.
By analyzing the search intent for different search terms, you can pinpoint what content they’ll find most valuable. For instance, someone who searches “animal shelter volunteering” will obviously be a strong prospect for your volunteer program. In that case, you’d want to use your Google Ad Grant money to promote your site’s ‘Volunteer’ page where they can explore upcoming volunteer events.
Increase Online Conversions.
The goal of Google Ad Grants is to amplify your cause on a larger scale and inspire more people to get involved with your cause. For data-focused nonprofits, this can be translated into tracking conversions. You can create and promote forms and pages that help you boost conversions for different activities.
You’ll be able to increase online conversions like:
- Event registrations and ticket sales
- Donations
- Volunteer registrations
- Online petitions
- Email list signups
Whether you’re focused on becoming well-known in the event space or inciting political change, Google Ad Grants can get you there. As we mentioned, think through the specific pages you promote and how they’ll help you meet your conversion goals.
Enhance Supporter Communications.
If you work in mission-driven marketing, you know your organization faces the ongoing challenge of increasing email open rates, boosting social media interactions, and generally keeping your supporters informed. This inhibits your ability to spread the word about important initiatives and share crucial updates regarding your work.
Google Ad Grants are a natural addition to your communication strategies. While they certainly don’t replace your need to email and call supporters, they can help increase your visibility online.
Learn What Inspires Supporters.
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 inspires them to get involved.
Google Analytics will provide you with in-depth data regarding your campaigns’ performance, user engagement, and website interactions. In turn, you can optimize your site’s content to effectively inspire more users to engage with your cause.
You Don’t Have to Compete for Funds.
One of the best parts of the Google Ad Grants program is that it’s not like a traditional grant where there is only a limited amount of money to give to one or a select few organizations.
With traditional grants, eligible organizations must compete for the money, and whichever organizations demonstrate the highest need for funding are most likely to win the grant. With Google Ad Grants, there’s no competition to win the grant money. Rather, any organization that meets the program’s requirements will be awarded $10,000 in ad credits each month.

Google Ad Grant Eligibility Requirements
Considering that $10,000 per month is a sizeable contribution, Google requires that nonprofits meet several requirements in order to be deemed eligible for the program. We have an entire article that walks through the program’s eligibility requirements, but let’s walk through the highlights, as well as which organizations shouldn’t invest their time into the program.
What Do Nonprofits Need To Be Eligible?
To qualify for Google Ad Grants, nonprofits must meet a set of rigorous standards. It’s important to note that the program is available in over 50 countries, with each having its own requirements. For the sake of simplicity, we’ll primarily discuss the eligibility requirements for organizations in the United States.
Here are the following requirements that U.S.-based nonprofits must meet:

- Hold current and valid charity status. You must have a current 501(c)(3) status, meaning that the IRS recognizes you as an official charitable organization and exempts you from tax obligations.
- Acknowledge and agree to the Google Ad Grants program’s required certifications regarding how to receive and use donations obtained from the grant. You must also agree to the Google for Nonprofits and Google Ads terms of service.
- Have a functioning website that provides valuable content regarding your nonprofit and mission. Any pages you promote through Google Ad Grants will live on your nonprofit’s website. As part of their standard eligibility check, Google requires that you own the domain, include unique website content, and feature a detailed description of your organization’s mission and activities. These are just a few of their website quality guidelines.
- Have an SSL certificate. SSL stands for Secure Sockets Layer and is a security protocol between a web server and browser. This will look like a lock icon 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 nonprofit organization has a solid foundation in the digital space, it doesn’t take much to be eligible for the Google Ad Grant. However, there are also Google Ad Grant agencies that can help with the process and make sure you comply with Google’s requirements and have an optimized website.
What Organizations Are Not Eligible for Google Ad Grants?
While the Google Ad Grants program is widely available to many charitable organizations that want to reap its benefits, there are a couple of exceptions.
These are the types of organizations that are not eligible to apply and use Google Ad Grants:
- Government: All government-affiliated entities and organizations
- Healthcare: All hospitals and medical groups
- Education: All schools, childcare centers, academic institutions, and universities — However, the philanthropic arms of educational organizations are eligible!
We’d like to note that Google does have a similar grant program for educational institutions, so if this is applicable to your situation we recommend checking it out.
Who Should Apply for Google Ad Grants?
Many small nonprofits wonder if they should apply for the Google Ad Grants program — will it genuinely help them? The general answer is yes!
The Google Ad Grants program was designed for any organization to promote its worthwhile mission, regardless of its size. However, while all nonprofits are encouraged to apply for Google Ad Grants, that doesn’t mean every organization will find it beneficial to their mission.
The Google Grant is especially helpful for organizations that have extremely relevant missions and topics — meaning many people are searching for it online — and have an established website with content that reflects and supports those topics.
So, the main factors to bear in mind when determining the potential value of Google Ad Grants for your organization include:
- How many people are searching for the topics that are central to your organization’s mission
- Whether your website has valuable content that addresses those topics
If so, then the Google Ad Grant can be very beneficial. It doesn’t matter if your nonprofit is just getting started or if your work already spans across multiple countries. Many small nonprofits have valuable website content that effectively serves their audience and promotes their mission— making them the perfect Google Ad Grants candidate.
In fact, the Google Ad Grant program gives smaller nonprofits an even playing field compared to other larger organizations. If your organization is eligible and has an established web presence, we fully recommended applying.
However, bear in mind that the program is a big undertaking. It requires more than a set-it-and-forget-it approach. Consider outsourcing the work to a dedicated agency that can apply for you, create your ad campaigns, and make sure you continue complying with all Google Ad Grant rules.


How To Apply for the Google Ad Grants Program
Getting accepted into the Google Ad Grants program isn’t as complicated as it may seem. However, there are a couple of essential steps that must be followed if you want to be deemed eligible and attain the program’s benefits.
To apply for the Google Ad Grants program, here are the basics steps you’ll need to follow:

1. Register Your Nonprofit with TechSoup.
So you’ve determined that your nonprofit is eligible for the program — great! The next step is to register and validate your organization with TechSoup.org. TechSoup is a nonprofit that partners with corporations (like Google) to help provide technology and other resources to nonprofits at discounted rates.
To join TechSoup, you’ll need to:
- Visit the TechSoup registration page to sign up for an account.
- Choose your preferred language and the country in which your organization operates.
- Click ‘New Member’, register, and agree to the terms.
Once they verify your organization, they’ll provide you with a validation token that you’ll need to provide to Google, which brings us to our next step.
2. Enroll in Google for Nonprofits.
If you want to apply for the Google Ad Grants program, it’s essential that you have an active Google for Nonprofits account first. If you already do, you can skip to Step 4. Otherwise, the application is available through Google for Nonprofits.
With a Google for Nonprofits account (for U.S. organizations), you can have access to Google Ad Grants along with these additional services:
- Google Workspace for Nonprofits which includes free access to Google’s apps like Gmail, Docs, Calendar, and Meet
- YouTube Nonprofit Program which provides you 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 TechSoup validation code. Bear in mind that it can take several months to get approved, so it’s best to get started as soon as possible.
3. Ensure Google Analytics Is Installed.
While Google Analytics is essential for your own data tracking purposes, it’s also a requirement that all websites need to have prior to applying for Google Ad Grants.
We recommend installing Google Tag Manager on your website and setting up some conversion tracking goals for your site. These goals should be valuable actions that you want your audience to complete while on your site, like making an online gift.
These goals can guide your analytic strategies and help determine the content or pages that will best appeal to users and inspire them to complete that goal. Plus, this will allow you to effectively track your Google Ad Grant campaigns and tweak them as needed.
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! As part of the process, 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.
From here, Google will review your account and respond with further instructions, typically within 3 business days. Once you’re approved, you can then start building out a basic Google Ads account, and then submit that for review as well.
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.
Bonus: If you want to dive further into the process, check out our ultimate guide to Google Ad Grants applications, where we explain each of these steps in more detail.

Tips for Effective Google Ad Grants Management
Once you’re approved for Google Ad Grants and receive your funds, it’s now a matter of developing powerful ad campaigns that target the right terms your prospects are searching for online. The program won’t drive any value unless you develop a foolproof Google Ad Grants management strategy that allows you to turn the traffic you generate into a foundation of lifelong support. Let’s explore five easy ways you can make the most of the program.

1. Develop Valuable and Promotable Website Content.
If you want your Google Ad Grants account to be successful and provide value to your supporters, you need to have valuable website content that will inspire your audience to take action. Otherwise, all the leads you generate will likely turn to other websites that provide the information they’re looking for.
Look at your website pages and make sure that they have:
- A high search volume topic. Sometimes you’re prioritizing content on a topic that very few people search for. A dedicated blog post that summarizes a volunteer event likely won’t get as much traffic as more educational informational content that answers the most common questions about your mission and work. 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. A common problem that nonprofits run into is not having enough dedicated content on important topics. Don’t lump your most searched questions into one page. The important big topics should all have their own page or blog post on your website.
- Enough content. Don’t make a different page for each topic just for the sake of doing so. Google won’t respond positively to a page with just a couple of sentences on it. Taking the time to develop researched and comprehensive pages will not only perform better with your Google Ad Grants campaigns, but it’ll increase your organic search engine rankings as well.
- Effective calls to action. When someone lands on these well-developed and valuable website pages, they 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. Around half of all nonprofit website traffic comes from mobile devices. Ensuring that your content is mobile-accessible will encourage users to stay on the site and continue exploring your content. Otherwise, they may have to pinch and zoom or rotate their devices to effectively interact with your site. Not to mention, Google also uses this as a ranking factor for organic traffic (AKA the traffic you receive from sources other than ads).
Valuable and promotable website content is not only critical to getting your account approved, but it also ensures that the Google Ad Grants program actually helps you gain meaningful conversions.
2. Measure Campaign Performance.
Google Ad Grants aren’t just about spending $10,000 a month — they’re about making meaningful and valuable conversions. Upkeep is vital to the success of your campaign performance. Similar to many tools, it all depends on your ability to monitor (and translate) performance data, then make adjustments as needed.
Managing your Google Ad campaigns can be simple, but you do need to set up conversion tracking and data analytics in order to do so successfully. The best part is, you already have Google Analytics installed on your website— so use it! It’s important that you 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:
- Making an online donation
- Registering to volunteer
- Signing up for your email list
- Submitting a contact form
- Signing an online petition

Don’t forget to first set up conversion tracking for each of these actions using Google Analytics. Once you’ve set up conversions for each key action that you want to track within Analytics, you can then use them in your Google Ads.
Because your grant ill renew monthly, monitoring performance on an ongoing basis is key to ensuring your nonprofit continues to comply with all Google Ad Grant rules and standards.
3. Undertsand Your Audience.
Google Ads provides you with several options on who to show ads to and when. That’s why you should take the time to 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 Googling different terms, you can adjust your ads so that they’re more likely to show up whenever they’re searching online.
Further, you can use negative keywords to indicate which audiences you don’t want your ads shown to. Over time, you can monitor the search queries that lead people to your site and determine which terms aren’t related 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.
4. Use Google Ad Grants in Conjunction With Other Marketing Efforts.
Google Ad Grants are a great addition to your nonprofit’s overall fundraising and communications strategy. You can leverage Google Ad Grants to drive people to sign up for your mailing 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 the other advertising methods. Google Analytics will empower you to learn about the users’ demographics, what content they engage with, and other important insights about your site visitors.
Don’t forget that by applying for Google for Nonprofits, you also have access to a suite of other specialized marketing tools designed to amplify your cause. For instance, the YouTube Nonprofit Program allows you to fundraise on YouTube and ultimately unlock the power of visual storytelling through tailored lessons.
5. Focus on Quality Over Quantity.
While this may come as a surprise, the majority of nonprofits using Google Ad Grants actually do not spend the full $10,000. This could be for many reasons, like:
- Difficulty in management — Not every nonprofit has the resources and support to maintain multiple marketing campaigns, with a large chunk of money not being spent or 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 are not 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 functioning and successful Google Ads account. For instance, perhaps your audience is just narrow. If you’re promoting ads in one specific city, you don’t need to spend the full amount of money to target the audience you need.
Bottom line: It’s way more important to focus on the quality of your visitors and the number of online conversions than just maxing out your monetary quota.

Maintaining Your Google Ad Grants Account
Once your Google Ad Grants account is up and running, your work isn’t quite done. You still need to allocate your $10,000 smartly, figure out which keywords to target in your campaigns, and track those campaigns.
Here is how you can develop a healthy Google Ad Grant account:
- Run 3-5+ campaigns. Too few campaigns won’t cast a wide enough net, whereas too many campaigns will become difficult to manage. Choose your campaigns based on the content and opportunities you want to advertise. For instance, one campaign might promote educational content related to your mission, while another promotes your volunteer opportunities page.
- Focus each ad group on a central topic. The ad groups within your campaigns should be specific to your cause. Within each ad group, you’ll have a cluster of related keywords and ads that target an array of related phrases. For instance, let’s say your organization provides at-risk youth with mentoring services, in which case your Volunteer ad group might include keywords like: volunteer to teach kids, mentoring opportunities for underprivileged youth, teach underprivileged kids, and so on.
- Use a liberal amount of ad extensions. This is a key way to expand your ads with additional information and provide people with more reasons to click your online content. For instance, callout extensions will enable you to add short bullet point phrases beneath your ads to emphasize key information. Sitelink extensions enable you to append links to other pages on your website, and call extensions will enable mobile users to call your organization by tapping a button.
These tips are easier said than implemented, especially when fundraising leaders already have to juggle so many different tasks. In particular, managing the full $10,000 a month can be challenging, in which case you might consider outsourcing account maintenance to a professional agency.
Google Ad Grant Rules To Maintain Compliance
Ongoing compliance is an essential part of effectively managing your Google Ad Grants account. In fact, not complying with the Google Ad Grants policies will lead to your entire account being suspended.
While visiting the official compliance page will be your best bet to up-to-date policies, here are the most important requirements to remember as you develop your campaigns:

- Do not 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, for example: ‘“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 a 5% clickthrough rate (CTR) each month. CTR is the number of clicks that your ad receives divided by the number of times your ad is shown. For example, if you had 5 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 2 ads per ad group, with at least 2 ad groups per campaign.
- Have at least 2 sitelink ad extensions.
- Respond to the annual program survey sent to the login email addresses on each Ad Grants account.
We highly recommend that you frequently check (even bookmark!) the Google Ad Grants compliance page to keep up-to-date, as the rules sometimes do change. If you have any questions, your best bet is to rely on a dedicated Google Ad Grants agency that spends its time familiarizing itself with the program rules.
Reasons Your Account Might Be Suspended
By now, you should understand that your Google Ad Grant will renew monthly if you maintain compliance. If you don’t intentionally maintain compliance, you risk getting your account suspended.
Beyond the basic compliance rules we just walked through, here are the most common reasons that your Google Ad Grant account could be suspended:
- Losing your 501(c)(3) status
- Failing to meet the eligibility criteria
- Abusing the ad network
- Needing to reverify your account and failing to do so
- Repeatedly violating the program’s terms and policies
- Misrepresenting your organization
Similar to maintaining compliance, a Google Ad Grants consultant can help you get back up and running in the event that your account gets suspended. For instance, the experts here at Getting Attention offer reactivation services, where we work with Google to resolve any issues with your account.


Working With a Google Ad Grants Agency
Google Ad Grants management is a full-time job. Oftentimes, nonprofits will turn to professional consulting agencies to manage their Google Ad Grants accounts. With as many compliance rules in place, that’s the best approach you can take!
You might be tempted to turn to a traditional marketing agency to handle your account. However, this is actually not the best approach. Traditional nonprofit marketing agencies don’t specialize in Google Ad Grants. Instead, they offer it alongside other services.
You’ll want to invest in an agency that devotes its time solely to Google Ad Grants. These professionals know what it takes to meet eligibility requirements, select the right keywords for your cause, write ads to appear in 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, you’ll also generate revenue from your ad campaigns as well!
Getting Attention’s Approach to Google Ad Grant Management
Here at Getting Attention, we specialize in Google Ad Grant management, with the intention of handling every aspect of the process for you. We’re prepared to help you every step of the way, 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:

- Google Ad Grant Applications: 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 processes.
- Google Ad Grants 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.
- Keyword Research: Through thorough keyword research, we’ll make sure that you’re targeting the most relevant and useful keywords for your cause. That way, you can connect with the most valuable prospects who are likely to convert.
- Landing Page Optimizations: High-quality and valuable website content is one of the most important components of a successful Google Ad Grants campaign. We’ll relaunch the landing pages you want to promote and even handle the design work!
Even if you need help in areas 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 Google Ad Grants Resources
The Google Ad Grants program is an obvious opportunity for nonprofit organizations looking to take control of their digital marketing and expand their audience effectively. However, getting started and maintaining your account isn’t a simple walk in the park.
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 that one of your staff members devotes part of their time to managing your campaigns or that you outsource 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. By spending time reading this guide, you’re off to a fantastic start! If you want to continue your research on Google Ad Grants or learn how to market your mission effectively, explore these additional resources:

Virtual Event Marketing: 6 Tips for Associations
/in Nonprofit Communications /by Getting AttentionVirtual events have become a standard part of associations’ calendars. Unlike in-person events, they cost less, require less planning, help associations reach a larger audience, and allow attendees to tune in from the comfort of their homes.
But just like any event, their success depends on good marketing. If you’re planning your first virtual event or want a refresher on virtual event marketing for associations, this guide’s for you.
You’ll learn:
The importance of virtual event marketing for associations
Your event planning is for nothing without marketing.
Virtual event marketing creates awareness for your event by grabbing attendees’ attention and ensuring they know about the event in the first place. Virtual events can be attended by anyone, from anywhere so you don’t have to be as limited in where you market or where your audience lives.
Your marketing should also get attendees excited about the event and generate pre-event engagement. This is super important considering that nearly half of marketers use it as a primary indicator for event success. Engagement helps you achieve your event goals like fundraising targets. It also makes sure that you’re getting a positive return on what you’re investing in, whether that be staff, logistical costs, sponsorships, or your virtual event software.
Promoting a virtual association event: 6 best practices
With virtual events becoming increasingly popular, standing out from the crowd can be tricky. But it doesn’t have to be as long as you keep the following six tips and best practices in mind when promoting your virtual association event.
1. Use dedicated event management software
There are many moving parts to planning a successful event besides marketing like ticketing, registration, payments, email communication, and managing your contacts. It’s always helpful to centralize them in one place because it makes planning and promoting your event easier.
With the right event management software, you’ll be able to find what you need in one place. Look for virtual event software that helps you:
2. Study your performance from past events
Studying past performance helps with future planning. Review marketing data from previous events you’ve hosted to learn what did and didn’t work. Then, adapt as needed.
For instance, compare registrations versus actual attendance or review fundraising targets versus actual figures. If you’re underperforming, think of why and what improvements you can make. Maybe the promotion period was too short. In that case, create resources well in advance.
You can also assess how your technology performed on the day in terms of speeds, session delivery, and overall user experience. If there were tech issues, think about what you can do to fix them. You may need a new virtual management software or a more reliable internet line.
Finally, don’t be afraid to gather feedback from attendees on your performance through a post-event survey.
3. Consider your audience
An event will usually have multiple audiences, including sponsors, exhibitors, and attendees. Understanding all these audiences helps you an event tailored to them and present your brand in an appealing way.
Your audience influences the content of the conference, the speakers you choose to deliver this content, the messaging for each audience to promote the event, and the channels to deliver that message.
So, think carefully about these audiences to create, promote, and deliver an event they’ll enjoy. Don’t be afraid to sit down with existing members to better understand their hobbies, work, and how they spend their free time. You can also gather data by asking potential attendees questions during the registration process.
4. Create resources in advance
Create your event resources in advance to share with members early. This can help hype up your members for your event and act as a promotion tool.
It also helps simplify your marketing process once it kicks into gear. You’ll have all the resources you need and won’t be scrambling to get them created at the last minute, which can be stressful and lead to sub-par resources and marketing.
Resources may include landing pages, promotional emails, and FAQ pages. Creating a page or handbook covering FAQs is an excellent place to start. Make sure it covers crucial questions about the event, like how to sign up and use the platform to participate.
5. Empower members to get involved
Your existing members are often your strongest advocates. They also have lots of experience and knowledge they can use to promote your virtual event.
So, encourage members to market your event—usually an easy task if you already have substantial member benefits and/or a referral program. Provide them with resources to do this and, if required, train them to confidently promote the message and details about the event.
6. Foster plenty of pre-event engagement
Pre-event engagement (chat rooms, forums, polls, Q&As – all before your event happens) can create excitement around your event. It encourages networking, can build a sense of community, and improves connectivity during the event. Members will be more familiar with you, your association, your goals, and other members.
Just make sure you don’t engage members too late. It won’t give you enough time to benefit from the engagement and members adequate time to review the opportunity and plan for it in their schedules.
Also, be careful of doing it too early. The excitement and enthusiasm around the event may wear off, and you won’t carry in the buzz you want. Plan to engage members 30 days out from the event.
You can foster virtual event engagement before an event by:
The bottom line on virtual event marketing for associations
Virtual events are a popular option because of their low cost, large reach, easier planning, and convenience, but like any event, their success depends on marketing.
With strong marketing and advertising tactics, you can drive awareness, excitement, and engagement around your event – which helps you achieve your fundraising targets.
Just make sure you promote your virtual association event the right way: study up on nonprofit marketing best practices like using dedicated event software, creating resources in advance, and fostering pre-event engagement. Do that, and the odds of hosting a successful event will be just that much higher!
How to Optimize A Google Grant Account: 8 Mistakes & 9 Tips
/in Google Ad Grants, Nonprofit Communications /by Getting AttentionWhether you’re still debating whether to apply or have already created several ad campaigns, many nonprofit professionals are naturally curious about optimizing a Google Grant account and maximizing their campaigns’ results.
By not understanding Google Grant optimization, many nonprofits miss out on the incredible opportunities the Google Ad Grants program provides every day.
After receiving a Google Ad Grant, the steps taken are just as important as the application process. Managing and maintaining an optimized account is essential to ensure your account is not suspended or revoked. Proper management also helps you maximize your $10,000 budget and the number of conversions made in response to your ads.
At Getting Attention, we specialize in helping nonprofits optimize their Google Grant accounts. To help, we’ve compiled our knowledge of Google Grant optimization into these core topics:
Using the tips we share, you’ll be several steps closer to optimizing your Google Grant account and connecting with more prospects. Let’s get started.
Avoid These 8 Google Ad Grant Management Mistakes.
Mistakes can happen, especially in the confusing world of Google Grant management.
Whether you’re a seasoned Google Grant user or a beginner, many factors can contribute to the mismanagement of your funds. Confusion or unfamiliarity with Google’s Ad Grant policies can result in an unintentional violation of Google’s guidelines. Conversely, you may not be up to speed on the current, rapidly-evolving Google landscape.
Whatever the reason, management mistakes are bound to happen and can drastically impact your ability to optimize your Google Grant account. What matters is that you are aware of them and strive to avoid them. With that in mind, let’s cover the top management mistakes that you should aim to avoid, and note that a Google Grants expert can drastically simplify this.
Mistake #1) Failing to Follow The Google Ad Grants Management Policy
Several years after its inception, the Google Ad Grant program created a set of compliance policies that nonprofits must follow to maintain their status in the Google Ad Grant program. These policies include guidelines for your account and the ads you run. Following these rules is imperative, as failing to do so can result in suspension or loss of the grant.
Some of these requirements include:
The goal of these rules isn’t to deter nonprofits from using the program. Instead, they’re intended to ensure nonprofits benefit from the program and enhance the search experience for users. Ultimately, following the compliance guidelines is a significant part of optimizing a Google Grant account.
Mistake #2) Using Broad Keywords
Another mistake in Google Grant management is relying on broad or generic keywords. A common misconception is that tracking broad keywords will yield better results. However, short, generic keywords like “fundraising” lack the specificity your ads need to be effective.
For one, using broad keywords is a violation of Google’s Ad Grants policies. The guidelines specifically ban the use of single-word keywords and overly generic keywords, primarily because they won’t connect you with qualified prospects. Not to mention, larger organizations and companies bid on these terms, making it less likely for your ads to be shown over theirs.
Instead, look for more specific long-tail keywords. For instance, you might bid on terms like “animal shelter volunteer opportunities” rather than “volunteer opportunities.” These will connect you with more qualified users, and they’re also typically cheaper to bid on.
While it may be tempting to capitalize on a broad search term, the consequences of violating Google’s guidelines far outweigh the benefits of those keywords.
Mistake #3) Using Dirty Keyword Data
Any nonprofit professional who deals with metrics understands the importance of data hygiene. In terms of Google Grant management, cleaning your keyword data is a process that involves pausing or removing irrelevant or low-quality keywords.
Some nonprofits fail to clean their keyword data. However, cluttered or dirty keyword data can limit the efficiency and accuracy of your ad campaigns and hold you back from making important discoveries. Here are some of the key reasons you’ll need to optimize your keyword data:
As we’ll explore later, keywords are a vital part of optimizing a Google Grant account. Not to mention, it plays an essential part in your nonprofit’s organic SEO strategy. Meeting Google’s keyword requirements is a great start, so start your account optimization process by using search terms with a quality score of at least 3 and removing irrelevant ones. We’ll explore keyword optimization tips that will help your ads efficiently target supporters later on.
Mistake #4) Featuring Just 1 Ad Per Group
Nonprofits often make the mistake of featuring only one ad in each ad group, resulting in account suspension. Within Google Grants, individual ads are organized into groups that fall under broader campaigns.
Let’s say your nonprofit is running an ad campaign focused on increasing sign-ups for a newsletter. You target relevant keywords, follow all Google Grant policies, and create multiple ad groups, but the ad’s performance falls flat.
Even if you follow every other compliance step, using only one ad per group is not viable for optimizing a Google Grant account. For one, using one ad violates Google Grant guidelines, so your account could be suspended or removed. Plus, single ads also don’t allow nonprofits to analyze performance across different ads. This can result in missing opportunities for growth and learning what works.
Instead, include multiple ads per group. Differentiate your ads by including different ad copy to determine what drives users to click through to your site. Then, a week or so later, look at campaign results and see which ad had a higher click-through rate, more conversions, and higher site engagement. Finally, swap out the losing ad with new copy and refine your ads to drive better results and maximize your Google Grants conversions!
Mistake #5) Providing a Poor User Experience
We have all had poor user experiences, so it’s easy to know firsthand how frustrating they can be. In the context of Google Ad Grants, a poor user experience is most often linked to your ad copy, call to action, and linked landing page being misaligned. It can be confusing for viewers when they click on an ad urging them to join an email list but instead are directed to an online donation page.
This mistake can frustrate potential supporters, deter them from taking the action you want them to, and ultimately impact your ability to optimize your Google Grant account. Your supporters shouldn’t have a hard time doing what you are asking of them, so think critically about the user experience you’re providing with your Google Ads.
Mistake #6) Neglecting Your Landing Pages
Your nonprofit’s website plays a crucial role in marketing your mission. It empowers you to store all of your resources, content, and marketing material in one convenient location. Plus, any ads you create using your Google Grant account will direct users straight to your website. In that sense, a neglected website and poorly designed landing pages could do more harm than good.
A poor or irrelevant landing page can negatively impact your keyword quality score. What’s more, higher quality scores often lead to a lower cost-per-click rate, so you’ll receive more traffic for the same price.
Here are a few of the most common landing page issues that nonprofits encounter:
Issues like these can repel potential supporters by making it hard for them to figure out how to answer your call to action. For example, if users follow your ad and have a bad site experience, the ad does not result in conversions. Your nonprofit also loses a potential supporter to poor website performance.
Not to mention, there are also rules in place regarding website quality. For instance, you’ll need to include a clear description of your organization, have an adequate load speed, and feature unique content. Failure to meet these regulations will heavily impact your ability to optimize a Google Grant account and maximize your website’s performance. Conversely, optimizing your landing pages will keep your quality score up and maximize your chances of reaching and converting qualified users.
Mistake #7) Forgetting About Geography
Some organizations forget to enable geotargeting for their ads, but this tool is a big help when optimizing your Google Grant account. This feature allows you to limit who your ads are displayed to based on their location, rather than displaying your ads to a broad audience who might not find them relevant. Typically, the location you choose depends on where supporters likely reside or where your nonprofit operates.
Failing to target ads geographically can reduce the effectiveness of Google Grant Ads. Targeting large areas that may or may not contain potential supporters is not the best way to optimize your $10,000 budget. There is no point in targeting people who live in Texas if your organization serves only Oregon. Even when leveraging geotargeting, many nonprofits fail to realize they can select more targeted keywords and develop ad copy that speaks to a specific region.
Overall, selecting a geographically-relevant area to target your ads will boost meaningful conversions and increase local supporters, especially if you target the ad copy to speak to that audience.
Mistake #8) Ignoring Seasonal Keyword Adjustments
When optimizing a Google Grant account, many nonprofit professionals aren’t aware that timing is one of the most significant variables that influence conversions. To put it simply, specific times of year lead to increased traffic for specific keywords.
Inexperienced nonprofit marketers might take a set-it-and-forget-it approach and won’t adjust their Google Grant account’s campaigns to include seasonal keywords influenced by weather, holidays, and cause-related events. However, an optimized Google Grant account will include ad campaigns that target seasonal terms related to the organization’s cause.
For example, as the end of the year approaches, you’ll naturally see keywords relating to Giving Tuesday increase in traffic. As another example, there may be a shift in traffic for keywords related to world conservation around Earth Day or after a natural disaster since those events will naturally spark prospects’ curiosity.
Overall, ignoring seasonal behavior in your Google Grant account strategy is a huge missed opportunity. Failing to account for the rise and fall in traffic for different keywords will ultimately lead to less traffic, fewer conversions, and wasted grant money.
As you revisit your keywords throughout the year, we also suggest that you revisit your keywords whenever the season changes. Use it as an opportunity to get rid of any that have a quality score of under 3, so you can keep your keyword strategy fresh and optimized.
Follow the Appropriate Google Grant Account Structure.
After you apply for Google Ad Grants and are approved for the program, you’ll set up your first ad campaign. Before creating your ads, it’s vital that you understand the structure of your Google Ad Grant account. That way, you can get a feel for how you’ll need to set up your campaigns for the best results.
Your Google Grant account is broken down into the following:
One important thing to remember when optimizing your account is not to spread your budget too thin across several ad groups and keywords. Instead, you’ll have more success if you allocate more funds to a core group of services or resources related to your mission.
While this structure is required for your nonprofit’s Google Grant account, following it will provide you with insightful performance data you can then use to produce better ads over time.
Choose the Right Keywords for Your Google Grant Account.
Another crucial component of optimizing your Google Grant account is the keywords you select for your ad campaigns. While you might know what keywords are related to your cause, choosing the right keywords requires research into monthly traffic, the user’s intent behind searching the term, and other factors.
When someone searches a term or phrase on Google and scans through the results, your ad will stand out more if it’s relevant to what they’re looking for. Relevance directly impacts whether they’ll click through to your site or even read your ad in the first place. That’s why effective keyword research comes in handy.
Choosing Your Google Ad Grant Campaigns’ Keywords
One of the first steps you’ll take when setting up your first campaign is choosing the keywords you want to target. Start by asking yourself which phrases and word combinations you’d type into Google to find your organization’s services and programs. For instance, an organization that raises awareness for Alzheimer’s might target variations like:
Instead of blindly guessing what you think people are searching for and will drive conversions, we’ve created a checklist you can follow to come up with educated keyword choices. As you start optimizing your Google Grant account, here are some tips to help you choose the best keywords for your cause:
Note that a healthy Google Grant account will have around 25 keywords per group. However, having enough time to conduct keyword research could help you uncover dozens more valuable keywords. You can easily have ad groups targeting dozens of keywords, but including around 25 keywords per group is a good rule.
Refining Your Google Grant Keyword Strategy
While initially picking effective keywords will set your ads up for success, you’ll need to continuously revisit your campaigns and targeted keywords to optimize your Google Grant account fully.
Here are a few actionable strategies to help clean up your campaigns:
You should regularly check up on your keywords and adjust your account to ensure you’re making the most of your grant. If you’re struggling to locate valuable keywords or stay on top of monthly maintenance, an expert Google Grant consultant will know how to optimize a Google Grant account, choose the right keywords, and ultimately create effective Google ads.
Optimize Your Google Grant Account’s Ads.
It can be easy to get lost in all account optimization needs. But don’t forget the reason behind all of it— the ads!
There are several best practices to keep in mind when creating your Google Grant account ads. Here are a few to get you started:
Producing high-quality ads can seem overwhelming, but it doesn’t have to be. So keep these tips in mind to steer your nonprofit’s choices when creating ads.
Track Your Google Grant Account’s Conversions and Other Metrics.
As you initially set up your Google Ads account, you should set up Google Analytics and connect it with your Ad Grant account. The metrics you gather from Google Analytics will help you refine your ads, improve your landing pages, and ultimately optimize your Google Grant account.
For one, Google requires you to track and report on conversions, click-through rate, and similar nonprofit performance metrics. What’s more, tracking performance through Google Analytics will let you know how many people clicked on your ads and what actions they took after clicking an ad, such as browsing your website, signing up for a newsletter, or making a donation.
Conversions
For many nonprofits, conversions are the goal of their ads. Conversions measure how many people take the desired action after seeing your ad, such as making a donation, registering for an event, or signing up to volunteer.
Here are a few best practices for conversion tracking:
Google requires Google Ad Grants accounts to track their conversions if applicable. To do so, set up an account within Google Analytics by using these account setup instructions.
Click-Through Rate
The Google Ad Grant team uses click-through rate (CTR) to indicate ad quality. Google interprets a high CTR for an ad as the ad being very relevant and valuable to users. While Google Analytics will automatically calculate each ad’s CTR for you, it can be helpful to understand how it’s calculated manually.
Our article on why Google Ad Grants are confusing explains that you can calculate CTR by dividing the number of people who click your ad’s link by the number of impressions the ad receives. For example, if your ad is shown to 100 people, but only 5 people click the link, your CTR will be 5% for that ad.
If you notice that your CTR is lower than you’d like, here are some ways you can boost that metric and directly optimize your Google Grant account:
Google requires you to have a 5% click-through rate for each ad. Otherwise, your account will be at risk of being temporarily suspended. Note that an optimized Google Grant account will easily meet that minimum threshold.
Use Manual Bidding for Your Google Grant Account.
Google recommends that nonprofits automate their bids with Google Ads to save time managing their accounts. Maximize conversions is a Smart Bidding strategy designed to help you increase conversions and spend more of your budget. Google’s intention behind this strategy is to identify which keywords are most likely to result in a desired action, increase bidding for it, and reduce spending on others.
However, we suggest that you start with manual bidding. That way, you’ll have more control over your budget.
If you want to go with automated bidding, we suggest that you don’t use the maximize clicks automated bidding strategy, even though it’s Google’s default option. That bidding strategy focuses on clicks rather than conversions (your ultimate goal for your ads). Instead, select the maximize conversions bidding strategy. This will allow you to be more competitive with bidding and effectively spend more of your ad budget.
Use Targeting and Extensions To Improve Response to Your Ads.
Naturally, you want your ads to reach their intended audience and maximize the likelihood of conversions. To help, Google offers targeting settings and extensions that you work into your marketing plan to improve your ads’ performance and optimize your Google Grant account.
Targeting
Targeting ads based on location, time of day, and device type help you streamline your message to address smaller audiences likely to support your cause. Let’s take a look at these three different ways you can target your ads:
While on the topic of location-based targeting, if you know your competitors’ IP addresses or physical locations, you can exclude them to prevent unwanted impressions and spending your grant on inadvertent clicks. The same goes for your employees.
You only want your ads to display to those who are likely to convert, so you don’t waste your grant money or negatively impact your ads’ performance. These targeting features will help you connect with likely prospects.
Ad Extensions
Ad extensions provide users with more information about a nonprofit’s services, programs, and mission. They help expand the ad listing, ensure it’s as useful as possible to users, and take up more ad space on the search engine results page.
By providing specific information that matches the user’s intent, ad extensions directly impact your ads’ click-through rate.
Some of the most commonly used ad extensions include the following:
Ad extensions provide users with more ways to interact with your cause, so use them for your ads. Note that your ad extensions won’t always show up with your ads. Instead, Google will show them when the extension (or combination of extensions) is expected to improve the ad’s performance and when your ad’s position and Ad Rank are high enough to show extensions. Your best bet is to include the most relevant ones for your ads, increasing the likelihood that they’ll be displayed.
Maintain The Website Associated with Your Google Grant Account.
Because your Google Ads will direct visitors to your nonprofit’s website, it’s essential to make it easy to use and valuable to users. While first and foremost a rule of the Google Ad Grants program, maintaining a sufficient website will directly impact the performance of your ads and determine whether users become supporters.
Let’s start by looking at the basic compliance requirements before jumping into tips that will help optimize a Google Grant account further.
Compliance Rules
Like with most other aspects of the Google Ad Grants program, there are specific rules you should follow when running your website. An insufficient, unprotected, or otherwise useless website can lead to temporary suspension of your Google Grant account.
Here are the basic rules you’ll need to follow to ensure your website adheres to Google’s basic eligibility guidelines:
Following these basic compliance regulations will help keep your Google Grant account compliant. However, there’s much more your nonprofit should do to optimize your Google Grant account fully.
Optimizing Your Site
Beyond those guidelines required by Google, you also want to ensure your web pages are valuable for the end-user. Otherwise, they may quickly exit your site if they can’t find what they’re looking for:
Here are a few optimization tips that will help you enhance your nonprofit’s website:
These tips can be helpful as you begin your journey to maintaining a functional, updated website. Make sure to follow Google’s guidelines along with our top tips for a marketable website.
Let A Google Grants Professional Optimize Your Google Grant Account.
Working with a professional agency can take the weight off your shoulders when it comes to optimizing a Google Grant account. Professionals provide tailored services that help you set up and actively manage your Google Ad Grants account as efficiently as possible.
Here at Getting Attention, we strive to help nonprofits make the most of their grant money every month. We make the process simple and easy to understand from completing your application to tracking your data. Our services include:
Our goal is to optimize Google Grant accounts so that nonprofits like yours can reinvest focus into their worthwhile missions. To learn more, contact our team to request a free consultation today. Plus, we’re happy to discuss our expertise in other areas. That way, you’re receiving the most comprehensive support possible.
Look into Google Ad Grants Training.
Even if you outsource work to a professional Google Grants manager, it never hurts to look into training. Google has plenty of free training resources that can help you optimize your Google Grant account and maximize ad performance. Not to mention, third-party sites also provide resources and advice based on their experience.
Here are some great resources that will help you get more out of your Google Grant account:
There are plenty of resources available that you can leverage — it’s just a matter of finding them. If you have any unanswered questions about managing your Google Grant account, our team of professionals is here to help. Reach out and request a free consultation where we can discuss your needs.
Google Grant Optimization Checklist
Now that you’ve learned some helpful tips for optimization, it’s time to put them to use. So we’ve created a checklist to help narrow down the essentials to successful account optimization.
Use our checklist below to make sure you don’t overlook anything when optimizing your Google Grant account:
Account Structure
Keywords
Conversions
Ads
Metrics
Bidding
Targeting
Website Maintenance
Partnering with a Google Ad Grants agency
Training Resources
Getting accepted into the Google Ad Grants program is an exciting moment. Keeping up with the ins and outs of account management can be a challenge, but this streamlined checklist should help. Download a PDF version of this checklist for quick access in the future.
Final Thoughts on Optimizing A Google Grant Account
Optimizing a Google Grant account isn’t a one-and-done sort of deal. Rather, someone will need to actively manage your account, watch keyword data, refine your ads, and more. Otherwise, your account will underperform and may even be temporarily deactivated if it goes against Google’s regulations.
To start making the most of your account, implement the tips covered in this ultimate guide. If you’re seeking more assistance with optimizing your Google Ad Grant account, reach out to the team at Getting Attention to set up a free consultation today. We’re happy to discuss your needs so that you can get more out of the program each month.
In the meantime, explore the following additional resources to continue learning about Google Ad Grants:
Form 990 Schedule B & Donor Disclosures: What’s Required?
/in Nonprofit Communications /by Getting AttentionThe nonprofit regulatory landscape is constantly changing. New requirements can appear over time, and others might disappear, leaving your nonprofit the task of figuring out exactly what’s required in order to stay compliant all while securing funding, engaging donors, and running programs.
Recent developments regarding the Form 990 Schedule B, major donor disclosures, and how it all relates to state-level nonprofit compliance are a perfect example.
You’re already familiar with IRS Form 990—a simple report that gives the IRS a birds-eye view of your organization’s financial activities over the past fiscal year. But what’s the Form 990 Schedule B? Is it required for your nonprofit? If you’ve provided a complete Schedule B to state charity offices when renewing your registrations in the past, a recent Supreme Court ruling has likely changed what’s required of your nonprofit.
It sounds like a lot to take in, but we’ve got you covered. This quick guide will explain everything you need to know about this important development in the nonprofit compliance world.
Understanding the Form 990 Schedule B
The Form 990 Schedule B is an additional document that your nonprofit may have been required to complete and return alongside your main Form 990 (or an EZ variant) in the past.
Schedule B requires you to disclose donors who contributed more than $5,000 or an amount larger than 2% of your total donation revenue in the past fiscal year. In other words, it asks nonprofits to disclose the names and contact information of their mid-level and major donors.
The purpose of collecting this information is that it aids with fraud detection at the federal level. This is why several states have historically also required Schedule B as part of their charitable solicitation registration processes for nonprofits. However, these requirements have quickly changed following a 2021 Supreme Court ruling.
Americans for Prosperity Foundation v. Bonta (2021)
The Supreme Court’s ruling in the 2021 Americans for Prosperity Foundation v. Bonta case has effectively eliminated the use of Form 990 Schedule B in state-level charity registrations.
Americans for Prosperity Foundation and the Thomas More Law Center challenged the state of California’s requirement that nonprofits submit a completed Schedule B and disclose their major donors on the grounds that doing so violates donors’ first amendment rights to free speech and assembly. They argued that it was an unnecessary collection of personally identifiable information. California defended its collection of Schedule B information as a means of fraud detection and consumer protection.
The Supreme Court ruled 6-3 in favor of Americans for Prosperity Foundation, finding a lack of compelling evidence that donor disclosures drive greater fraud detection results at the state level. The Court’s majority opinion stated that subpoenas and audits remain effective and are potentially more efficient options for state investigations than broad data collection through Schedules B.
The decision struck down California’s regulation requiring nonprofits to submit a Schedule B as part of their charitable solicitation registration with the state’s Attorney General’s office.
What it Means for Your Nonprofit
So what does this mean for your nonprofit and its compliance requirements? There are two key takeaways:
These changes only affect nonprofits that were already operating and registered in the states listed above, but they do underscore the need for constant compliance and effective recordkeeping.
Even as states remove requirements for donor disclosures, it’s important to remember that they still have a public duty to prevent charity fraud and protect consumers, which is the entire purpose of the solicitation registration process in the first place. Thorough records on all donations you receive in a secure, organized CRM will be your best bet for maintaining transparency and protecting your mission should an investigation ever occur.
More broadly, these changes reflect the continued importance of staying aware of changing nonprofit requirements.
The landscape is constantly shifting, so understanding your requirements at the federal level, state level, and where they intersect and change over time is essential. And as nonprofits increasingly grow into the world of digital marketing and explore new revenue streams, unfamiliar compliance and privacy requirements will only become more important.
By filing the necessary documentation, renewing registrations, hiring registered agents as needed, and more, you’ll safeguard your mission for years to come. The help of attorneys and nonprofit compliance experts is also invaluable whether you’re navigating a new situation or simply want to take a proactive approach to compliance—an approach that’s highly recommended considering the relative speed at which regulatory changes can occur.
Author: Franklin Asongwe, Marketing Director, Labyrinth Inc.
Franklin Asongwe is the Marketing Director of Labyrinth, Inc. — the leading provider of state fundraising registration support and other nonprofit compliance services. He’s passionate about helping nonprofits better understand the complex compliance landscape so that they can keep pursuing their missions safely and sustainably.
The Ultimate Guide to Securing Corporate Sponsorships
/in Nonprofit Communications, Nonprofit Fundraising /by Getting AttentionAs a nonprofit organization, you’re probably always on the lookout for new ways to secure revenue for your cause, and better ways to improve upon existing efforts. One of the most underutilized sources of nonprofit funding is corporate giving—and within that subcategory, corporate sponsorships can be a great way to go.
But what exactly are the opportunities available, and how can your team go about securing corporate sponsorships to help fund your mission? This guide will provide you with everything you need to know by exploring the following key topics:
Partnering with for-profit businesses can often be one of the most lucrative and impactful fundraising strategies for organizations of all shapes, sizes, and causes. And don’t forget—participating companies benefit greatly as well.
Let’s begin our exploration of corporate sponsorships for nonprofits with the basics.
What Are Corporate Sponsorships?
Corporate sponsorships are an extremely popular form of corporate giving program in which companies provide funding or resources to nonprofit partners. This often takes place in the context of a particular fundraising event, campaign, or project.
For organizations looking to diversify their funding sources by exploring new streams of revenue, sponsorships can be a great place to start. And there are different types of corporate sponsorships available, too! These include:
Regardless of the kind of sponsorship agreement between an organization and a corporate partner, the common denominator is that the nonprofit receives some sort of support from a (typically for-profit) business.
Who Benefits From Corporate Sponsorships?
Many nonprofit fundraisers refer to corporate sponsorships as mutually beneficial relationships, which might also be considered a win-win situation. The bottom line is that both parties benefit significantly from participating in the partnership.
Let’s take a look at key advantages seen by the two primary stakeholders in a corporate sponsorship relationship:
In some forms of corporate giving, there are even more beneficiaries to the partnerships—for example, the companies’ employees or the nonprofits’ donors. Sometimes those are even the same people! Employees are able to feel an increased sense of pride in the businesses they work for when their employers take part in charity and other philanthropic opportunities. And donors are often provided with new ways to support their favorite organizations—such as through an upcoming event sponsored by a local business.
The Four Stages of Securing Corporate Sponsorships
You understand the advantages of corporate sponsorship participation, and you’re ready to dive in. But where exactly should you start? We’ve broken the process down into four simple steps!
1. Identifying Potential Corporate Sponsors
Before you can secure corporate sponsors for your cause, you’ll need a starting point. Who are your organization’s ideal sponsors? Are these companies within a certain industry, location, or value set?
Your priorities in locating the perfect sponsor can vary based on your mission, the need you’re raising funds for, and more. Here are four components to consider as you craft a list of potential corporate sponsorships:
It’s always good to start out with a lengthy list of prospective corporate sponsors. After all, some will say “no,” and others you might not even hear back from. And that should be expected! But when you provide your solicitation team with a wide array of possibilities, it can make rejections a bit less discouraging.
2. Cultivating Business Relationships
Like with any donation request, it’s important to have an existing relationship with potential contributors before jumping into the actual solicitation of funding.
So, what can you do to begin developing corporate partnerships? Consider:
Not only are you likely to win more corporate sponsors this way, but it also helps establish a sense of familiarity with each party, and makes the sponsorship feel relational rather than solely transactional.
3. Creating a Value Proposition
Your organization’s (or specific campaign’s) value proposition is essentially the answer to the business asking, “what’s in it for me?” In order to truly be a mutually beneficial relationship, the value has to go both ways.
One of the most common types of value propositions is that of co-marketing efforts and improved brand reputation. Here’s an example:
As you begin crafting your organization’s value proposition for upcoming sponsorship asks, remember that this is one of your most essential selling points. You’ll want to provide participating businesses with ample advantages so that they, too, see a return on their investment in your organization.
Bonus tip! Keep in mind that the benefit to the corporation should not outweigh the benefit to the organization. If it does, the IRS may classify income as “unrelated business income” (taxable) as opposed to a “charitable contribution” (tax-free).
4. Making Your Corporate Sponsorship Ask
Now it’s time to make the actual corporate sponsorship request—and this can be the most nerve-wracking step in the process for many fundraisers. However, it’s also the most important; you won’t have sponsors if you never ask!
As you get to this point, consider the following best practices:
By incorporating these tips into your corporate sponsorship strategy, you’ll likely be able to secure a good number of top partnerships. But remember, it’s also essential that your team knows how and when to take no as an answer. Some companies simply won’t be able to contribute at the time being—but if you leave your conversation on a positive note, they’ll be more likely to consider partnering with your organization in the future.
How to Secure More Corporate Sponsorships: FAQ
Still have questions about securing corporate sponsorships for your nonprofits? Here are answers to some common questions organizations have throughout the process.
What should I do after securing a corporate sponsorship?
Let’s say you’ve come to an agreement with a corporate partner that has agreed to sponsor your organization’s upcoming event. You might be asking yourself, “well, what now?”
After securing corporate sponsorships, it’s time to solidify your relationship with the company. Share resources about your organization’s work, additional engagement opportunities, mission success stories, and more. Before the event takes place, make sure both teams are on the same page with what exactly the sponsorship entails, including logistics surrounding funding transfers.
Once the event concludes, you’ll want to continue developing your partnership with the company. Maintaining a personal relationship with those who helped you pull off your sponsored event after it’s over is essential for showing your appreciation for the company’s support. And as an added bonus, they’ll likely be more inclined to partner with your team on future endeavors!
How should we acknowledge corporate sponsors?
The ways in which your organization acknowledges its sponsors will greatly depend on your nonprofit itself, the event or campaign being sponsored, and the company you’re partnering with. For example, if you’re hosting a community event, you might acknowledge a sponsor by providing them with a tent or other area to promote their business.
You’ll also want to keep in mind that some forms of public acknowledgment may be specifically laid out in the sponsorship agreement between your organization and the company you’re partnering with. This might include social media promotion, website inclusions, space in tangible marketing materials, event announcements, and more. However, it’s always nice to go above and beyond the required acknowledgment elements to communicate your appreciation to your corporate sponsors.
What are other top corporate fundraising opportunities?
Corporate sponsorships are by no means the only form of corporate fundraising worth looking into. If your team is interested in additional corporate giving programs (and particularly those that are easy to get connected with), we recommend the following:
Not to mention, various forms of corporate giving opportunities often overlap! For example, studies show that 85% of the top matching gift companies also offer volunteer grant programs for their employees. And if a company has shown particular interest in philanthropy before (such as through any of the above-mentioned initiatives), they might be increasingly inclined to participate in a corporate sponsorship with your cause.
Additional Corporate Sponsorship Resources
Now that you have a solid foundation of knowledge concerning corporate philanthropy, the benefits to everyone involved, how to locate opportunities and propose partnerships, and more, you’re ready to get started. But your efforts in securing corporate sponsorships on behalf of your organization are just beginning!
Interested in learning more about the significant impact that corporate sponsorships can bring to nonprofits like yours? Explore other top corporate fundraising resources here:
How to Apply for Google Grants: 5 Easy Steps for Nonprofits
/in Google Ad Grants /by Getting AttentionAre you looking to drive traffic to your nonprofit’s landing pages without breaking the bank? The Google Ad Grant program will help you do exactly that! After completing the Google Grant application process, you’ll receive $10,000 every month to spend on Google Ads.
This free funding poses enormous growth potential for your organization, no matter what your mission or conversion goals are! Whether you’re an advocacy organization looking to boost petition signatures or an animal shelter aiming to increase volunteer signups, your nonprofit can broaden its reach, increase its search visibility, and drive conversions at exponential rates.
Unlike most grant applications, applying for Google Grants is relatively straightforward and painless. Plus, there’s no competition for funds! As long as you meet all of the Google Ad Grant requirements and follow the right steps, you’re a shoo-in for getting your application approved.
If this seems of interest to you, come along as we dive into the steps of how to apply for Google Grants! Here’s what we’ll cover:
At Getting Attention, we devote our time to helping nonprofits make the most of the Google Ad Grants program. We know exactly how to apply for Google Grants and get approved on the first try, so we’re happy to share that knowledge with you!
Let’s start our journey by answering some of the most common questions that nonprofits have when it comes to the program.
Common Questions About The Google Grant Application
Before diving into the required steps for applying for Google Grants, it’s important to know what to expect from the application process. Let’s run through a few of the most common questions that nonprofit professionals have when they first start looking into the program.
What is the Google Grant?
The Google Ad Grants program enables nonprofits to acquire valuable search engine ad space at no cost. Through the program, Google supplies eligible nonprofits with $10,000 in Google Ad credits every month to put toward driving traffic to their websites’ most important content. All they have to do is follow the required Google Grant application process and get approved.
From donation pages to educational blog posts regarding its mission, a nonprofit can get experience a wide array of benefits, including:
However, these nonprofit marketing grants are not a free-for-all. In fact, there are several specific guidelines organizations must review to determine their eligibility before applying.
How do I get a Google Grant?
With such a valuable opportunity, there is a pretty lengthy Google Grant application process that your nonprofit must follow. Google requires you to go through an eligibility verification process, register with TechSoup, create relevant accounts within their system, and create your first Ad campaign.
The goal is to confirm that you’re a trustworthy nonprofit that will benefit from the program and promote content users will find valuable.
While the Google Grant application process seems intimidating at first glance, it’s pretty straightforward and you can even outsource the work to a dedicated Google Grant agency to shorten the time it takes and get your application approved. Plus, that makes it more likely for you to be approved the first time around.
How long will it take to apply for Google Grants?
The amount of time it takes to apply for Google Grants depends on your organization’s preparation. The actual application itself doesn’t take long to fill out or get approved. However, there are some pre-qualifying steps you need to take which may take a bit of time.
For instance, if you’re already registered with TechSoup and are a member of Google for Nonprofits, the Google Grant application process will likely take anywhere from 2 to 14 days.
If you’re not, it’ll take time to get verified by TechSoup, which can also take anywhere from 2 to 14 business days. In some cases, it can even take up to 30 business days. Then, you’ll need to take time to activate your Google for Nonprofits account before filling out the Google Grant application.
Also, bear in mind that you’ll need to make sure that already meet all other eligibility requirements. The most time-consuming of which is having a well-maintained website that features valuable content. It may take a bit of time to get your website up to code and meet any of the other requirements, so factor that into your timeline as well.
Step 1) Check Your Google Grants Eligibility Status.
To qualify for a Google Ad Grant, your organization must meet several criteria. Otherwise, your Google Grant application will swiftly get rejected.
Given that the program is available in over 50 countries, be sure to locate the specific guidelines of your current location. In the United States, the following is required to be eligible:
Outside of these eligibility requirements, there are specific types of nonprofits that are ineligible, regardless if they meet the above requirements. The three types of organizations that aren’t eligible to apply for Google Grants include:
If your organization falls within one of these categories, consider conducting further research into similar initiatives that do apply to your nonprofit. For example, Google for Education offers separate benefits for educational institutions. Although these benefits may not consist of a $10,000 ad grant, they still help to get the ball rolling.
Additional Requirements for Your Google Grant Application
Once you’ve evaluated your initial eligibility, you’re almost ready to start moving through the Google Grant application process. However, there are a few more requirements you should fulfill before you officially get started with your verification process.
Some of the most important Google Ad Grant requirements include:
We’ll share some actionable steps you can take to bring your website up to par and configure your Google Ads account later on, but doing as much as you can upfront will help you move through the actual application much quicker.
Step 2) Register Your Nonprofit With TechSoup.
The next step to apply for Google Grants requires validating your organization via TechSoup. TechSoup is a nonprofit organization that partners with companies to bring mission-driven technology and resources to nonprofits for free or at discounted rates.
Here are the steps to register your nonprofit with TechSoup:
After completing this process, you are one step closer to successfully applying for Google Grants! Beyond being a requirement for your Google Grant application, registering with TechSoup will give you access to donated or discounted software from other philanthropic businesses. Other tech giants who participate in TechSoup’s tech marketplace include Microsoft, Adobe, Zoom, HubSpot, and many others!
If you’re already registered with TechSoup, you can skip this step entirely and should be able to pull existing information to verify your nonprofit’s legitimacy with Google right away. You’ll just need to determine who at your organization is the Administrator of your TechSoup account. They’ll receive an email that requests the necessary information to verify your nonprofit’s status when setting up your Google for Nonprofits account.
If the person who was the Administrator of your TechSoup account has left the organization, the email with the necessary information will reset in 15 days. Then, the Administrator rights will be transferred to you. From here, you should be able to obtain the verification credentials that you need.
Step 3) Create a Google for Nonprofits Account.
Once you’re verified by TechSoup, the next step is to register for a Google for Nonprofits account. Beyond Ad Grants, Google for Nonprofits offers an array of advantages for growing awareness for your mission. Some of the most useful perks you’ll receive include:
If this seems like an offer you can’t refuse, follow these steps to ensure a proper Google for Nonprofits application:
Important note: Make sure you’re signed in with an email address that you check frequently when you create your Google for Nonprofits account. Whatever address you use is where Google will send any announcements about your account, which also include any outreach about your Google Ad Grants account once you get it up and running.
The Google for Nonprofits application is fairly straightforward. However, the registration approval process may take a few days. Stay patient, as the wait is worth the reward! If you’re verified with TechSoup, you’ll have no problem getting this application approved.
From here, you’ll be able to apply for Google Grants! However, there’s one last step that we recommend before actually filling out your Google Grant application.
Step 4) Prepare Your Website for Your Google Grant Application.
As we mentioned earlier, having a well-organized nonprofit website that features valuable content is one of the most crucial factors of your success with the Google Ad Grants program. When you apply for Google Grants, they’ll require you to submit your website, then they’ll evaluate it to ensure you have useful content that users will find trustworthy.
Google will run through a checklist of conditions regarding the quality of your website before approving your application. While meeting the basic requirements is sufficient, your best bet is to go above and beyond those provisions. Beyond getting your Google Grant application approved, this will help you develop much more valuable ads that users will actually interact with.
Let’s take a look at a few website optimization tips that will maximize the chance that you’ll be approved for the program.
Include your EIN and a statement regarding your mission.
Google requires you to have a clear description of your organization, its mission, and its activities on your site. Although, doing so does more than get your Google Grant application approved. It also improves your credibility with anyone who interacts with your site and helps them determine whether their values align with your work.
While Google doesn’t require you to display your EIN (in the case of U.S.-based nonprofits), doing so doesn’t pose any security threats. It simply shows that you’re a registered 501(c)(3) organization to anyone who might be considering donating, volunteering, registering for event, or sharing any sensitive information with your team.
A simple way of displaying your EIN is by including it in the footer of your website, which makes it so that it will automatically show up on every page of your site without corrupting your website’s design.
Implement the proper security measures for your website.
As part of the Google Grant eligibility requirements, your nonprofit’s website needs to be secure and trustworthy. The main way to do this is by securing an SSL (secure socket layers) certificate. What this does is encrypt any data that’s transferred on your site, so if someone’s donating, their payment details, name, address, and any other sensitive information they share will automatically be encrypted.
A quick way you can verify that a website is encrypted is by looking at the URL. If the web address begins with https instead of http, that indicates that it’s SSL-certified. Google Chrome will even mark sites that don’t have an SSL certificate in the address bar as ‘Not Secure’. Not having an SSL certificate is a quick way to turn visitors away from your website, since they’ll automatically recognize your site as untrustworthy.
Beyond building trust with visitors and fulfilling one of the Google Grant application requirements, having an SSL certificate is a great way to improve your organic traffic. Google, among other search engines, uses this as a ranking factor. In fact, not having an SSL certificate can actually hurt your rankings!
To obtain an SSL certificate, Hubspot recommends that you verify your website’s information through ICANN Lookup, generate the Certificate Signing Request (CSR), validate your domain by submitting your CSR to the Certificate authority, and install the certificate on your website. And voila! One more box is checked off on your Google Grant application.
Optimize your site.
The content on your website is just as important as the ads you’ll create to promote it. Overall, your website should be visually attractive, easy to navigate, and filled with valuable content.
Here are a few primary areas you’ll want to address to optimize your website and ultimately maximize your Google Ads conversions:
A Google Grants agency like Getting Attention will ensure that your website is up to par and optimized for the user experience. To completely overhaul your site, you might need to outsource the work to a full-on web development firm, though. Either way, professional help is the most reliable resource for making the most of your site through Google Ad Grants.
Step 5) Submit Your Google Grant Application.
Once your Google for Nonprofits account is approved, you’ll receive an email from Google, and you can finally apply for Google Grants! While filling out an application form is part of it, it’s more of a multi-step, back-and-forth process.
The most up-to-date activation steps will be available in your Google for Nonprofits account. Here are the steps you’ll currently need to take:
At this point, you’re all ready to start creating your campaigns, using the grant to spread your message, and connecting with new prospects online. Google will provide you with instructions during each stage of the Google Grant application process, so you know exactly what you need to do.
Advice for Completing Your Google Grant Application
Our best advice is to be patient while you wait. If you’re eligible and follow the provided steps, you’ll more than likely get approved. Even if your application is denied the first time around, Google’s team will provide you with a reason why so that you’ll have clear next steps on how to get approved.
While following instructions is the most crucial way to get approved, we have a few other recommendations to maximize your chances of success, including:
Overall, applying for Google Grants is pretty straightforward, even though there are a lot of steps in the process. If this seems confusing to you or you simply don’t have enough time in your day to apply, we fully recommend reaching out to a professional Google Grants agency. Our team is happy to chat about your needs and handle the Google Grant application process for you! We’ll explore how a Google Grants agency can help in a later section.
What To Do When Your Google Grant Application Gets Approved
Now that you’re approved for the program, you might find yourself asking, “What’s next?” Learning how to apply for Google Grants was the easy part! Now you have to create highly targeted campaigns and ensure you’re meeting the program’s compliance requirements.
While your best bet for success is to outsource account management to a Google Grants agency, there are plenty of steps you can take without professional help. Let’s walk through the immediate next steps your team should take after getting your Google Grant application approved.
Configure Your Google Ads Account
To start leveraging your grant money, you should set up your first few campaigns. Within Google Ads, you’ll find the Campaigns tab on the navigation bar to the left.
You’ll be able to build campaigns with keywords targeting your intended audience, write your ad copy, choose the landing page for each campaign, and more. As you do this, here are a few tips to help configure a well-organized account:
This is just a glimpse into the best practices you should follow to maintain a healthy Google Grants account. If you’re interested in learning more about setting up high-performing campaigns, check out our ultimate guide to optimizing your Google Grant account. In it, we dive into account management tips and requirements that will help you connect with your audience.
Meet Google Grants Compliance Requirements
Now that your nonprofit has secured its Google Ad Grant, be sure you’re taking the proper precautions in maintaining eligibility. To ensure your account remains in good standing, here are a few key components to key an eye on:
Google doesn’t implement these requirements to penalize your organization. Rather, they do so to ensure that you’re actually generating value from the program. Failing to meet these compliance requirements will result in account deactivation, so keep an eye on your account and continue optimizing your ads over time!
How an Expert Can Help You Apply for Google Grants
Although having your application approved and receiving grant money is great, it does not guarantee ad campaign success. To see meaningful results, consistent upkeep, performance tracking, and compliance with Google’s official account requirements are necessary. With the weight of running a nonprofit already on your shoulders, this may seem like a lot to handle. Have no fear— that’s why Google Grant agencies exist.
Although there are many marketing professionals who are willing and able to oversee your campaign, the Google Ad Grant program is unlike other Google Ad accounts. Therefore, you should thoroughly review different agencies’ services, ensuring that each one is well-equipped to assist your nonprofit in any capacity.
From application to account management, Google Grant agencies like Getting Attention are there to ensure your success every step of the way. Some valuable areas of assistance include:
The process of selecting an agency may seem daunting, but doing proper research will help make the decision easier. Be sure to look into pricing models, expertise, agency case studies, and testimonials before taking concrete action. Starting with the application process, a knowledgeable agency will help you from beginning to end.
If you’re curious about the role that an agency will play in Google Grants management, our team is happy to chat! Reach out to our team to discuss how we can support all your Google Grants needs, from applying to the program to researching the best keywords for your cause.
Final Thoughts on Applying For Google Grants
Google Grants are a wonderful opportunity for any nonprofit looking to amplify its digital marketing strategies. All you need to do is learn how to apply for Google Grants and then configure your Google Ads account according to your goals.
All of this information may feel a bit overwhelming, but the opportunity to utilize $10,000 a month of free Google Ads spending is worth weathering the confusion. Contact us today for a free consultation with our agency to help plan the best Google Ad Grants strategy for your nonprofit. Whether you need help applying for Google Grants or you’ve already been approved, we’re here to help with whatever you need!
In the meantime, learn more about the program and maximize the success of your ad campaigns with these great resources:
Google Grants Eligibility: Is Your Nonprofit Eligible?
/in Google Ad Grants, Nonprofit Communications /by Getting AttentionDo you work for a nonprofit that strives to amplify a worthwhile cause and make the world a better place? If so, you need to know about Google Grants! This program is designed to empower eligible nonprofits to get the attention they deserve online in a financially practical way. By receiving a monthly grant of $10,000 to spend on Google Ads, your nonprofit can spike its web traffic via Google Search. But first, you need to meet the necessary Google Grants eligibility criteria.
While Google Grants are a valuable nonprofit resource, not all nonprofits are eligible to receive the funds. The process to determine your Google Grants eligibility can appear daunting, as can the next steps once you’ve figured out your organization is indeed eligible. That’s what this guide is here for! We’ll help you clear up any confusion or misconceptions surrounding the Google Grants eligibility verification process and the application process.
At Getting Attention, we devote our time to helping nonprofits just like yours secure Google Grants and strategize how they’ll allocate their funds. We’re constantly checking the Google Grants requirements, and we’re happy to help you understand exactly what you need to know. In this guide, we’re going to cover the following points to help your nonprofit verify its eligibility for the program:
Google Ad Grants are without a doubt one of the most beneficial marketing opportunities that nonprofits can leverage. Confirming your eligibility and then applying doesn’t have to be complicated.
Continue reading and we’ll give more program details, help you determine your nonprofit’s eligibility, and provide some information about the application process.
1. What is the Google Grant?
Google Grants (also called Ad Grants and AdWords Grants) is a Google-sponsored marketing grant program that awards eligible nonprofits with $10,000 in Ad credits each month. These funds can be used to bid on different cause-related keywords. When allocated effectively, these credits provide nonprofits with a free way to advertise their most important pages at the top of Google search results.
For instance, let’s say you’re a philanthropic individual with a strong passion for ending elephant endangerment. In this case, you might visit Google and search a query like “end elephant endangerment” or “save the elephants”. A wildlife rescue charity or world conservation organization might use their Google Ad Grant to bid on these terms and direct you toward their donation page or ‘Involvement’ page.
Unlike most nonprofit grant programs, the Google Grants program is not constrained by available funds. In other words, all nonprofits with Google Grants eligibility can receive the $10,000 per month — there is no limit to the number of nonprofits who can participate.
What does free advertising on the world’s largest and most popular search engine mean for your nonprofit? When you confirm your Google Ad Grants eligibility, you’ll have:
Each of these six benefits comes together to drive more awareness for your nonprofit, and in turn, garner more donations (or whatever your conversion goals are). All you have to do is confirm you’re eligible, apply for the program, and start creating your campaigns.
2. Why are there Google Grants requirements?
When it comes to corporate philanthropy programs, companies aim to support organizations whose missions align with theirs. After all, their name is attached to however the nonprofit spends those funds. That’s why — just like for any other grant — there’s a handful of Google Grants eligibility rules you must meet.
While you might not have to compete for the funds, Google still wants to make sure you’re promoting a trustworthy cause and exercising proper security precautions. Otherwise, one of the following situations might occur:
In any of these scenarios, the outcomes will ultimately taint Google’s reputation and result in unhappy users. In short, the Google Grants eligibility requirements exist to ensure that the program delivers value to users, nonprofit participants, charitable beneficiaries, and Google itself.
3. Which nonprofits are eligible for Google Grants?
Luckily, Google is very straightforward in the standards it requires nonprofits to meet. Bear in mind that exact Google Grants requirements vary from country to country, but they generally follow the same structure. To be eligible for the program, your nonprofit must:
To help you better understand these requirements, let’s walk through some of the main categories that Google will look at when determining a nonprofit’s Google Grants eligibility:
1. Type of Nonprofit Organization
Not every nonprofit will be awarded a Google Grant. For instance, we mentioned that in the U.S., only 501(c)(3) nonprofits are eligible. 501(c)(3) means the Internal Revenue Service recognizes the nonprofit as an official charitable organization and thus exempts it from any federal tax obligations.
A nonprofit’s specific industry matters, too. While the Google Grants program is an excellent way to bolster your online presence, the following three sectors are ineligible to participate:
It’s important to note that these eligibility requirements are specific to Google Ad Grants. There are other programs offered by Google, such as Google for Education, which offers support to educational institutions and is designed for different purposes.
2. Website Quality
In its official Website Policy for nonprofits, Google also looks at the attributes and quality of a nonprofit’s website to determine the organization’s Google Grants eligibility. This is because the advertisements purchased via Google Grants will send search engine users to the nonprofit’s website, and Google doesn’t want to direct people to ineffective content. This will negatively impact the user experience and lead to unfulfilled search intent.
When evaluating a website, Google looks for:
In short, your website simply needs to be high quality. While all these Google Grants eligibility requirements might seem daunting, a well-maintained website will already meet many of these qualifications without needing substantial updates.
3. Compliance With Program Policies
To become Google Grants eligible and remain so, your nonprofit must comply with various program policies set by Google.
This includes following the Google Ad Grants terms and conditions, standard Google Ads policies, Google’s general terms and conditions, and account management policies. Some of these policies include:
If you’re unsure if your organization qualifies for the program, reach out to a professional who can verify your eligibility and keep up with compliance standards for you. As we’ll explore later, experts (like the team here at Getting Attention) dedicate their time to learning and staying up-to-date on Google Grants eligibility and compliance rules. That way, you can rest assured that you’ll become and remain eligible!
4. How do I start the Google Grants eligibility verification process?
So, you’ve determined your organization’s Google Grants eligibility. Great! What’s next? It’s time to start the verification process where you set up the relevant accounts and actually fill out the program’s application.
Luckily, the application process is the easiest part of managing your Google Grant account. So long as you’ve got everything squared away with your eligibility, you can start moving through the process as soon as you’re ready.
Here are three easy steps you’ll need to follow to be awarded eligibility into the program:
Bear in mind that this process will take a bit of time since both TechSoup and Google will have to manually review your applications and confirm your accounts, so it’s best to start sooner rather than later. Otherwise, that’s it! In just three simple steps, you can be up and running with Google Ad Grants. From here, you can create your Google Ads account and configure your campaigns to best suit your goals.
If this process seems a bit overwhelming, relax! Getting Attention specializes in helping nonprofits apply for Google Ad Grants, so reach out today for a free consultation! We’ll confirm your eligibility and help you walk through each of the steps above.
5. Can my nonprofit lose its Google Grant eligibility status?
Yes, your nonprofit can absolutely lose its Google Grants eligibility! If your nonprofit doesn’t maintain compliance with the program’s policies, their team will revoke your eligibility and suspend your account. To avoid that outcome, abide by the following best practices:
When Google first established the program around 20 years ago, there weren’t any formal compliance requirements in place. This often led to nonprofits advertising unhelpful content on their website and targeting the wrong keywords that didn’t align with the searcher’s intent, thus connecting them with unqualified prospects. Nonprofits were more focused on spending as much of the grant money as possible to increase their search visibility, rather than connecting with likely prospects. This decreased the value of the program and probably impacted users’ satisfaction when their Google searches led to irrelevant content.
Thus, the official google Grant compliance rules were officially launched in 2018! These rules weren’t intended to exclude organizations from participating. Rather, they were created to help nonprofits develop thoughtful strategies and leverage the grant money to drive meaningful conversions.
Luckily, Google provides a number of resources to help you meet these Google Grants requirements. For example, to improve CTR, you can pause generic and high impression, low CTR keywords. You can also ensure geotargeting is set for each campaign. Don’t worry about having to figure it all out on your own — Google is here to help and so are dedicated experts like Getting Attention!
If you’ve lost your Google Grants eligibility, don’t stress about it too much yet. Google has a clear process for requesting account reactivation, and they’ll often tell you how you went against the account requirements. You can partner with a Google Grants consultant to work through the reactivation process.
6. Are there experts that can verify my Google Grants eligibility?
We know this is a lot of information to take in. Don’t worry, though— you don’t have to navigate Google Grants alone. There are professionals out there who can help you leverage the funding to its fullest potential, starting with confirming your Google Grants eligibility!
Oftentimes, nonprofits will look to traditional marketing agencies for their Google Grants needs. However, the Google Grants program is not the same as standard Google Ads. It’s best to look for agencies that specialize in Google Grants.
For example, Getting Attention is qualified to help you every step of the way. Here are just a few of the many services we can offer your nonprofit throughout your Google Grants journey:
Our goal is to meet and beat your expectations with Google Ad Grants. As you can see, confirming your eligibility and maintaining compliance are just one part of that.
If you’re interested in learning more, we’re happy to chat with you about your Google Grant needs. Request a free consultation today, and we’ll get to work on shaping up your Google Ad Grants strategy.
Wrapping Up
From improving the quality of your website to working with a specialized agency, we’ve covered the ins and outs of the Google Grants eligibility requirements. Hopefully, you’re now able to assess your own nonprofit’s eligibility and get started on the application process. If not, our team is always here to help!
Remember, confirming your eligibility is only the beginning! There’s so much to learn when it comes to managing a Google Ad Grants account, and the possibilities for inspiring new prospects through the program are endless.
If you’re interested in learning more about effective account management, review the following resources to help you take your nonprofit to the next level and meet your mission goals through Google Ad Grants:
Google Grants Agency: Picking the Best Partner & 12 Firms
/in Google Ad Grants, Nonprofit Communications /by Getting AttentionSince 2003, Google has offered the Google Ad Grant program to 501(c)(3) nonprofits and empowered them to take their digital marketing to the next level. Eligible organizations receive $10,000 in the form of ad credits every month to host advertising campaigns on Google. So, if you’re looking to get your nonprofit content in front of the right eyes, the Google Ad Grant is perfect for you, and a professional Google Grants agency can help you make the most of your free funding.
When first encountering the program, many nonprofits don’t realize that just because the Google Grant board approved their website and account, it doesn’t mean that the program will automatically bring meaningful results. Ad campaigns require consistent upkeep, performance tracking, and compliance with Google’s official account requirements. Not complying can even result in your account being suspended.
That’s why we recommend working with a Google Grants agency. Professional Google Ad Grant agencies devote their time to researching the program’s compliance requirements, mastering the application process, proactively researching the best keywords, and making the most of each nonprofit’s grant money.
However, you need to put thought behind the Google Grants agency you hire to make sure you agree with their approach. To help start your search and ensure you partner with the right professional, this guide will walk through:
Here at Getting Attention, we work side-by-side with nonprofits to get their accounts approved and maximize their campaigns’ performance. As a Google Grants agency ourselves, we believe in the power that effective Google Ad Grant management holds for nonprofits. The program can truly take your nonprofit marketing to the next level. Don’t let this opportunity go to waste! Let’s get started so you can partner with the right Google Ad Grant manager.
What Is A Google Grants Agency?
A Google Grants agency is a business composed of experts that help nonprofits manage their Google Ads accounts. A professional agency will handle many aspects of Google Grant management, including eligibility confirmation, program applications, keyword research, ad creation, compliance with the program’s rules, and account reactivation if needed. Their goal is to help nonprofits build awareness for their cause and create high-converting campaigns that are meaningful to their work.
Many nonprofits turn to general marketing professionals to help set up, develop, and maintain their Google Ad campaigns. However, the Google Ad Grant program is not like other Google Ads accounts.
For one thing, the Google Ad Grant program has extremely specific requirements and guidelines that organizations must meet. Failing to comply will result in account suspension. Additionally, regular Google Ad accounts actually have to pay per ad-click, whereas Google Grant participants can display their advertisements for free (up to $10,000/month).
A dedicated Google Grants agency spends its time understanding these compliance requirements and learning how to leverage the program’s tools.

Common Services That A Google Grants Agency Will Offer
A Google Ad Grant agency can do more than just set your Google Grant account up. In fact, professional agencies can work side-by-side with you every step of the way, resulting in stronger marketing campaigns and more meaningful results.
Before speaking with or even researching specific agencies, you should understand common services that nonprofits find useful. That way, you can determine the areas in which you need help and enter your conversations with Google Grants agencies with confidence.
Google Grant Application
Are you looking to get started with the Google Ad Grant for the first time? If you don’t already have your account set up, a Google Grants agency can help you get started. They’ll help you check your eligibility first. Then, they’ll guide you through the application process, ensuring that your website and accounts get approved on the first try.
These are the application requirements they can help with:
It’s simple — if your nonprofit organization holds valid charity status and your website is well-developed and promotable, then you’ll most likely get the Google Grant. Partner with a Google Grants agency to ensure that nothing slips through the cracks and that the application process goes smoothly.
Google Grant Account Management
Once you’re approved for the Google Ad Grant program, the real work begins. Managing your campaigns can be difficult, especially when you have other projects to juggle and events to plan for your organization.
To help you make the most of your allotted $10,000 each month and drive meaningful conversions, a Google Grants agency will offer the following account management services:
Don’t worry if you don’t spend the full $10,000 each month. Your Google Ad Grant manager knows the ultimate goal isn’t to spend the entire grant, but rather, it’s to use what you can to drive conversions and see measurable results for your organization. It’s much more valuable to spend fewer ad credits and focus on smaller campaigns for a targeted audience than scrambling to spend the entire amount.
Google Grant Compliance
One of the most prominent roles of a Google Grants agency is to keep nonprofits’ accounts in compliance with the program’s guidelines. Otherwise, without full compliance, your account is at risk of being deactivated.
Google revisits and updates its policies from time to time, so the official compliance page will be your best bet if you want to check up on the rules. Here are some of the most important requirements that a Google Ad Grant manager will handle for you:
Keywords
A Google Grants agency will research and choose the best keywords related to your mission. Some of the rules they’ll ensure your campaigns adhere to include:
Data
A Google Ad Grant manager will help you manage your data and make adjustments in compliance with the program’s rules. Some of the data regulations they’ll follow include:
Account Structure
Google employs rules regarding the structure your account must follow. A Google Grants agency will understand the required structure, including rules such as:
Bottom line: A Google Grants agency will keep your Ad Grant account in check and ensure that it’s fully compliant with all of the rules, even as Google updates them. Make sure that the Google Ad Grant manager you partner with is able to support your needs as your account grows and evolves.


The Benefits of Hiring a Google Grants Agency
Partnering with a professional will drastically enhance your Google Ad capabilities. Especially when you hire an agency that’s solely focused on Google Grants, you can rely on them to fully understand how to stay compliant, pick the best keywords for your cause, and generate high-converting ads. Ultimately, they’ll empower you to get the absolute most out of your grant money and put your ads in front of likely prospects.
Here are some of the core benefits you should expect:
These professionals have in-depth knowledge of the program’s requirements, features, and tools, so you can spend all of your time focusing on other areas of your organization. All in all, partnering with a Google Ad Grant agency can be incredibly beneficial — so long as you spend time choosing the right one for your team. This brings us to our next topic!

What To Look For in a Google Ad Grant Agency
Picking the right Google Ad Grant agency primarily means finding a knowledgeable professional who offers the services you need. Thousands of agencies will say that they can help with the Google Ad Grant, but only a few dozen spend their time fully understanding compliance rules and best practices for ad creation.
You don’t want to partner with a poorly-managed agency and get your account suspended just because they do not fully understand Google’s compliance requirements. To avoid having to go through the process of reactivating your account, a knowledgeable Google Grant agency is essential.
Look for these particular qualities:
It’s important to prioritize a Google Grants agency’s Ad Grant program knowledge, services, and professionalism above anything else. In turn, you’ll wind up with a professional who acts as an extension of your team.
5 Key Questions To Ask Your Google Ad Grant Agency
As you explore different Google Ad Grant managers, you’ll naturally narrow down your options and create a shortlist of potential agencies. Before lining up consultations with these prospective agencies, sit down with your team to determine what questions you’ll ask. That way, you can enter your conversations with potential agencies and better understand if they’ll be a good fit for your team.
Here are the five essential questions that we recommend you ask:
Hiring a Google Grants agency is a big decision, so don’t skimp on your research! The one you choose will ultimately impact the performance of your campaigns. By asking these essential questions upfront, nothing will come as a surprise since you’ll understand each Google Grants agency’s approach. Otherwise, you risk not receiving the services you need, paying too much out of pocket, and ultimately throwing away your grant money.
12 Best Google Ad Grant Agencies
Whenever you outsource work to an agency, it’s important that you explore your options before signing a contract. That way, you’ll wind up with one that’s the best possible fit for your organization and needs.
While you can certainly do the digging on your own, we actually have several Google Grants agencies that we’d recommend to kickstart your search. Bear in mind that there are very few professionals that solely focus on Google Ad Grants, so the vast majority of the ones listed here offer other digital marketing and development services. However, we fully recommend going with one that specializes in Google Grants.
1. Getting Attention | Best All-Around Google Grants Agency
Here at Getting Attention, we specialize in Google Ad Grants. Our team is made up of professionals who know what it takes to develop campaigns that drive real results for your cause — no matter if you’re just getting started or already have active campaigns.
We don’t just quickly review your account and offer some tips. Our team partners closely with yours to fully understand your mission, who your organization serves, and how you can drive meaningful conversions.
Here’s how we can help you make the most of your grant money:
Getting Started with This Google Grants Agency
Our experts are fully committed to helping you develop inspiring ad campaigns. Plus, we aim to be fully transparent in our pricing, which is why we don’t charge any upfront fees and will help you manage your Google Ad Grants account for only $499 per month.
Get a free consultation, so we can chat about how we can help your nonprofit grow through powerful Google Ad Grant management. Don’t see a Google Grants service on our website that you need? We’re open to chatting about our experience in other areas to help you make the most of your campaigns!
2. DNL OmniMedia | Best Google Grants Agency for Nonprofit Technology
DNL OmniMedia is a well-known nonprofit technology consultant. Their team of professionals strives to empower nonprofits to better leverage their technology and amplify their causes, which is why we highly recommend them for your technological needs!
As part of their offerings, they offer Google Grant services. While it’s not their sole purpose, they’re a solid choice for any nonprofit that wants to get more out of the program. They’ll help you with the following:
Getting Started with This Google Ad Grant Manager
DNL OmniMedia will serve as an effective Google Ad Grant manager for your cause. Start by researching their other offerings to see how they can help optimize other areas of your nonprofit’s technology strategy!
3. RKD Digital | Best Google Ad Grant Agency for Digital Marketing
As the first full-service direct-response company to be added to the Google Grant Certified Professional Community, RKD Digital is a Google Grants agency that works with nonprofits to produce effective marketing strategies. Since 2004, they’ve empowered their nonprofit clients to spark meaningful relationships in the digital world. They’ll help you craft campaign strategies and messaging, helping you harness the power of available online marketing opportunities like the Ad Grants program.
Backed by deep experience in the nonprofit industry, they’ll help you reimagine what marketing looks like with Google Grants services, such as:
Getting Started with This Google Grants Agency
If this agency sounds like a good fit, check out their website to learn more about their approach to Google Ad Grant management. You can also dive into some of their other digital marketing services before contacting their team!
4. Allegiance Group | Best Google Grants Agency for Fundraising
Allegiance Group is an experienced Google Grants agency that works exclusively with nonprofits and associations to grow their online footprint. They’re a full-service firm that intertwines fundraising, marketing, and technology, so their nonprofit clients can inspire action and make an impact. Their approach to marketing is to build story arcs that blend stewardship, engagement, advocacy, and fundraising communications, so you can effectively bring your mission to life through your digital content.
They’ll help you harness the power of the Google Ad Grant to share your powerful content and drive conversions with the following services:
Getting Started with This Google Ad Grant Agency
Allegiance Group will enable you to intertwine your digital fundraising and marketing efforts. Explore their website to learn more about how they can leverage your Google Ad Grant money to grow your fundraising and connect with likely prospects.
5. WebFX | Best Google Grants Agency for NGOs
WebFX prides itself on driving qualified traffic, converting visitors, and leveraging cutting-edge technology to deliver real results to their clients. While their primary focus is on businesses, they also empower NGOs to take advantage of Google Ad Grants and are even part of the Certified Partner Directory.
As a leader in SEO, PPC, social, and web design services, this Google Grants agency can empower you with offerings like:
Getting Started with This Google Grants Agency
WebFX is backed by a team of experts to help you make the most of your SEO strategy. Take a look at their website to learn more about their digital marketing services to make sure they align with your nonprofit’s needs.
6. TrueSense Marketing | Best Google Grants Agency with SEM Experience
Composed of more than 200 professionals with search engine marketing (SEM) experience, TrueSense Marketing is a reliable Google Grants agency. Their team of specialists will handle every step of the process, from your initial application to ongoing maintenance. They know what it takes to create marketing materials that will stand out on search engine results pages and can make sure your ads are put in front of the right audience.
They’ll work alongside your team and create powerful Google Ad campaigns through services like:
Getting Started with This Google Ad Grant Manager
TrueSense marketing knows what it takes to meet your digital supporters’ needs. Take a look at their website to learn more about their approach to Google Ad Grant management.
7. Digital Ninjas | Best Google Grants Agency for Advocacy Organizations
Based in Australia, Digital Ninjas is a professional consulting firm that helps nonprofits drive greater fundraising and advocacy results through digital campaigns. With services dedicated to Google Ad Grant management and organic search, they’re a trusted source for all aspects of your SEO strategy.
Here are some of their core Google Grants services that will help you stick out online:
Getting Started with This Google Grants Agency
Operating at Ninja-like speed, Digital Ninjas is prepared to make your SEM endeavors a breeze. Check out their website to learn more about their approach to Google Ad Grants and other paid search ads.
8. Uprise Up | Best Google Grants Agencies for UK-Based Organizations
Located in the United Kingdom, Uprise Up is a data-driven digital media agency. They strive to help mission-driven organizations make a positive difference in the world by enabling laser-focused marketing strategies. As part of their relentless endeavor to further social good, they offer Google Ad Grant management services to nonprofits.
They’ve honed their tactics to help nonprofits extract maximum value from the Google Ad Grant and offer services such as:
Getting Started with This Google Ad Grant Manager
As one of the few UK-based Google Grants agencies, Uprise Up is a great choice for UK organizations. Although, they are certified, so they receive advice from the Google Grants team located in California as well. Before reaching out, take a look at their website to learn more about their work.
9. Koios | Best Google Grants Agency for Libraries
With a sole focus on libraries, Koios empowers its clients to make their library’s resources more discoverable online. The agency’s goal is to enable libraries to reach beyond their existing patron base to bring in new supporters through effective Google Ad Grant management.
Trusted by dozens of clients, they help libraries around the country take advantage of the program through helpful services such as:
Getting Started with This Google Grants Agency
If you work for a library and see your organization benefitting from the program, Koios will be a great addition to your team! They offer a 60-day free trial, so you can see what it’s like working with their experts. Before reaching out, explore their website to learn more about what they can do for you.
10. INTK | Best Google Grants Agency for Cultural Organizations
Trusted by more than 30 organizations, INTK is a great choice for your Google Ad Grant management needs. They work exclusively with cultural organizations, so if you work for museum, performing arts center, or another type of cultural organization, they can help you generate awareness through targeted ads on relevant search results pages.
Here are some of the core services they offer to help you make the most of the opportunity:
Getting Started with This Google Ad Grant Agency
Bear in mind that INTK is based in the Netherlands. However, they’re also certified by Google and have direct access to the Google Ad Grants team, which means their in the loop with the latest changes in the program’s compliance requirements. Take a look at their website to learn more about their approach.
11. Platypus Digital | Best Google Grants Agency for Multichannel Strategies
Platypus Digital is a leading digital marketing agency for charities. Whether you need them to set up your Google Ads account from scratch or optimize your existing account, their team of experts is there to help every step of the way. With expert Google Ad Grant management, they’ll help you make the best use of your grant to increase brand awareness, connect with motivated supporters, and increase donations.
Here’s how they help you maximize the return on your efforts:
Getting Started with This Google Grants Agency
Since 2014, they’ve worked with more than 160 nonprofits to enhance their digital marketing and fundraising efforts. If you think they’d be a good fit for your organization, explore their website to learn more about their Google Grant services.
12. Farrer Digital | Best Google Grants Agency for Maximizing Conversions
As one of seven certified Google Ad Grants professionals in the United Kingdom, Farrer Digital is a reliable choice for any size nonprofit. The agency was established in 2012 and founded on the principle that business should be transparent and direct. The agency’s sights are set on the long-term success of each client, so you know your account is in capable hands.
Here are their core Google Grants services:
Getting Started with This Google Ad Grant Manager
Farrer Digital is a solid choice for any nonprofit looking to maximize its ROI with more intentional digital marketing solutions. If you’re looking for a Google Grants agency that strives to drive long-term growth, this firm might be the right choice for you. Before reaching out, take a look at the other digital marketing services they offer.
Next Steps for Your Google Grants Strategy
When it comes to starting your nonprofit online marketing on the right foot, the Google Ad Grant is your answer. However, applying and maintaining your account is no walk in the park. Whether you’re having trouble proving your website is valuable or can’t keep up with Google’s compliance guidelines, turning to a professional Google Grants agency, like Getting Attention, is your best bet.
While we shared several recommendations, Getting Attention is the only full-service agency that focuses solely on Google Ad Grants above. We’ll handle every aspect of your account, starting with eligibility confirmation through ongoing maintenance. In no time, you’ll start driving more conversions, connecting with more prospects, and generating great results for your cause! If you’re interested, reach out for a free consultation. Like we mentioned, we’re happy to discuss our experience in other areas that aren’t listed on our site.
In the meantime, are you interested in learning more about Google Ad Grants or marketing your mission effectively? Explore these great additional resources:
Google Ad Grants for Nonprofits: The Complete Guide
/in Google Ad Grants, Nonprofit Communications /by Getting AttentionGoogle Ad Grants are an incredible marketing and fundraising opportunity rolled into one. Created in 2003, the program was designed to help nonprofits amplify their most important content and effectively reach larger pools of donors, volunteers, and advocates.
By equipping eligible organizations with $10,000 in ad credits per month to reach out to supporters online, the Google Ad Grant program enables nonprofits across the world to see a phenomenal increase in website activity and digital conversions.
Even though the program has been around for almost two decades now, there are still plenty of nonprofits out there that aren’t taking advantage of this powerful program. However, if your nonprofit wants to thrive in this modern space and ensure its website reaches the right audience to push your mission forward, starting with Google Ad Grants will establish a secure and dependable marketing foundation in which your organization can grow.
Chances are, you fall into one of three areas: you already have an account but need help leveraging all of its capabilities, your account has started to lag and you want to reinvigorate it, or you don’t have an account at all. Whatever your situation may be, you’re in the right place! This ultimate guide to Google Ad Grants for nonprofits will teach you about:
Here at Getting Attention, we specialize in Google Ad Grant management in hopes of empowering nonprofits to take full advantage of the program. We dedicate our time to learning the rules of the program and the latest best practices for maximizing ad campaigns. That way, our nonprofit partners can amplify their work and connect with a larger pool of motivated prospects.
Without further ado, let’s dive in!
Google Ad Grants for Nonprofits: The Basics
Before deciding if Google Ad Grants are a smart investment of your time, make sure you have a solid grasp of the fundamentals, starting with what Google Ads are. That way, you can get a sense of how the program will fit into your current strategic goals.
What Are Google Ads?
Google Ads (formerly known as Google AdWords and Google AdWords Express) is a digital marketing solution that businesses and nonprofits use to promote their products, services, and other marketing content to web users. The platform strategically places ads on search engine results pages (like Google’s) as well as on other websites. The program allows advertisers to choose specific goals for their ads, such as increasing website visits or phone calls.
For example, when you look up a term or question on Google — like “ocean conservation” — you’ll get tons of results for educational articles and news stories. Along with these results, you’ll also run into advertisements that promote content from nonprofits that are dedicated to supporting this cause. Some of these are donation pages, whereas others are service pages that explain the organization’s work.
While Google Ads are similar to Google Ad Grants, they are also very different. There are stricter guidelines to be a part of the Google Ad Grants program. Additionally, Google Ads participants have to pay a fee per ad click instead of using a fund each month.
What Are Google Ad Grants?
The Google Ad Grants program gives eligible nonprofits $10,000 in free advertising credits every month. Organizations can use their grant money to bid on different keywords and promote specific pages on their website through text-based ads. Most often, these pages include donation pages, service pages, and educational content that align with the search term. So long as the organization complies with the program’s rules, the grant will automatically reactivate each month.
The overall goal of the program is to enable organizations to increase awareness of their causes in an effort to make a greater impact on the world. Think of it as your secret weapon for spreading awareness for your cause, expanding your donor and volunteer network, sharing essential updates with your supporters, and ranking higher on Google.
Bottom line: If you’re looking to increase marketing for your charitable organization, Google Ad Grants will allow you to do so without spending a single penny.
Are Google Ad Grants Free for nonprofits?
Yes, participating in the Google Ad Grants program is entirely free to eligible organizations! All you have to do is meet the program’s eligibility criteria, apply, set up campaigns that align with the keyword requirements, and keep your account compliant on an ongoing basis.
While entirely free, creating and maintaining your account will take substantial time and effort. To truly be successful, you’ll need to either devote a staff member’s time to managing your ad campaigns OR outsource the work to a Google Ad Grants agency. We recommend turning to an agency that will handle the application process, ad campaign creation, account hygiene, and ongoing compliance. That way, you can sit back and focus on how you’ll engage the new prospects who find you through your ads.
Potential Use Cases For Google Ad Grants
The Google Ad Grant program is about much more than driving traffic to your website. When you think critically about the pages you want to promote, you can create carefully-targeted ads that promote your events, inform people about your cause, and recruit passionate supporters to power your mission.
Nonprofits commonly leverage Google Ad Grants to:
There’s a wide range of content you can promote with Google Ad Grants. Just think carefully about how the pages you choose to amplify will support your nonprofit’s goals.
The Benefits of Google Ad Grants for Nonprofits
If your nonprofit has a website and is active in the online space, applying for a Google Ad Grant is the next natural step for your marketing strategy. After all, current and prospective supporters are likely already looking up relevant topics about your mission.
While free funding and connecting with new supporters is certainly a plus, what are the specific benefits that the Google Ad Grant program offers? Let’s take a dive into a few advantages that nonprofits experience when they invest time into Google Ad Grants.
Boost Site Engagement.
You spend time creating valuable content on your nonprofit’s website. Naturally, you want people to see the most important content that also aligns with their goals. Google Ad Grants allow you to direct readers to the pages that they’ll find most valuable, thus improving the user experience.
By analyzing the search intent for different search terms, you can pinpoint what content they’ll find most valuable. For instance, someone who searches “animal shelter volunteering” will obviously be a strong prospect for your volunteer program. In that case, you’d want to use your Google Ad Grant money to promote your site’s ‘Volunteer’ page where they can explore upcoming volunteer events.
Increase Online Conversions.
The goal of Google Ad Grants is to amplify your cause on a larger scale and inspire more people to get involved with your cause. For data-focused nonprofits, this can be translated into tracking conversions. You can create and promote forms and pages that help you boost conversions for different activities.
You’ll be able to increase online conversions like:
Whether you’re focused on becoming well-known in the event space or inciting political change, Google Ad Grants can get you there. As we mentioned, think through the specific pages you promote and how they’ll help you meet your conversion goals.
Enhance Supporter Communications.
If you work in mission-driven marketing, you know your organization faces the ongoing challenge of increasing email open rates, boosting social media interactions, and generally keeping your supporters informed. This inhibits your ability to spread the word about important initiatives and share crucial updates regarding your work.
Google Ad Grants are a natural addition to your communication strategies. While they certainly don’t replace your need to email and call supporters, they can help increase your visibility online.
Learn What Inspires Supporters.
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 inspires them to get involved.
Google Analytics will provide you with in-depth data regarding your campaigns’ performance, user engagement, and website interactions. In turn, you can optimize your site’s content to effectively inspire more users to engage with your cause.
You Don’t Have to Compete for Funds.
One of the best parts of the Google Ad Grants program is that it’s not like a traditional grant where there is only a limited amount of money to give to one or a select few organizations.
With traditional grants, eligible organizations must compete for the money, and whichever organizations demonstrate the highest need for funding are most likely to win the grant. With Google Ad Grants, there’s no competition to win the grant money. Rather, any organization that meets the program’s requirements will be awarded $10,000 in ad credits each month.
Google Ad Grant Eligibility Requirements
Considering that $10,000 per month is a sizeable contribution, Google requires that nonprofits meet several requirements in order to be deemed eligible for the program. We have an entire article that walks through the program’s eligibility requirements, but let’s walk through the highlights, as well as which organizations shouldn’t invest their time into the program.
What Do Nonprofits Need To Be Eligible?
To qualify for Google Ad Grants, nonprofits must meet a set of rigorous standards. It’s important to note that the program is available in over 50 countries, with each having its own requirements. For the sake of simplicity, we’ll primarily discuss the eligibility requirements for organizations in the United States.
Here are the following requirements that U.S.-based nonprofits must meet:
If your nonprofit organization has a solid foundation in the digital space, it doesn’t take much to be eligible for the Google Ad Grant. However, there are also Google Ad Grant agencies that can help with the process and make sure you comply with Google’s requirements and have an optimized website.
What Organizations Are Not Eligible for Google Ad Grants?
While the Google Ad Grants program is widely available to many charitable organizations that want to reap its benefits, there are a couple of exceptions.
These are the types of organizations that are not eligible to apply and use Google Ad Grants:
We’d like to note that Google does have a similar grant program for educational institutions, so if this is applicable to your situation we recommend checking it out.
Who Should Apply for Google Ad Grants?
Many small nonprofits wonder if they should apply for the Google Ad Grants program — will it genuinely help them? The general answer is yes!
The Google Ad Grants program was designed for any organization to promote its worthwhile mission, regardless of its size. However, while all nonprofits are encouraged to apply for Google Ad Grants, that doesn’t mean every organization will find it beneficial to their mission.
The Google Grant is especially helpful for organizations that have extremely relevant missions and topics — meaning many people are searching for it online — and have an established website with content that reflects and supports those topics.
So, the main factors to bear in mind when determining the potential value of Google Ad Grants for your organization include:
If so, then the Google Ad Grant can be very beneficial. It doesn’t matter if your nonprofit is just getting started or if your work already spans across multiple countries. Many small nonprofits have valuable website content that effectively serves their audience and promotes their mission— making them the perfect Google Ad Grants candidate.
In fact, the Google Ad Grant program gives smaller nonprofits an even playing field compared to other larger organizations. If your organization is eligible and has an established web presence, we fully recommended applying.
However, bear in mind that the program is a big undertaking. It requires more than a set-it-and-forget-it approach. Consider outsourcing the work to a dedicated agency that can apply for you, create your ad campaigns, and make sure you continue complying with all Google Ad Grant rules.
How To Apply for the Google Ad Grants Program
Getting accepted into the Google Ad Grants program isn’t as complicated as it may seem. However, there are a couple of essential steps that must be followed if you want to be deemed eligible and attain the program’s benefits.
To apply for the Google Ad Grants program, here are the basics steps you’ll need to follow:
1. Register Your Nonprofit with TechSoup.
So you’ve determined that your nonprofit is eligible for the program — great! The next step is to register and validate your organization with TechSoup.org. TechSoup is a nonprofit that partners with corporations (like Google) to help provide technology and other resources to nonprofits at discounted rates.
To join TechSoup, you’ll need to:
Once they verify your organization, they’ll provide you with a validation token that you’ll need to provide to Google, which brings us to our next step.
2. Enroll in Google for Nonprofits.
If you want to apply for the Google Ad Grants program, it’s essential that you have an active Google for Nonprofits account first. If you already do, you can skip to Step 4. Otherwise, the application is available through Google for Nonprofits.
With a Google for Nonprofits account (for U.S. organizations), you can have 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 TechSoup validation code. Bear in mind that it can take several months to get approved, so it’s best to get started as soon as possible.
3. Ensure Google Analytics Is Installed.
While Google Analytics is essential for your own data tracking purposes, it’s also a requirement that all websites need to have prior to applying for Google Ad Grants.
We recommend installing Google Tag Manager on your website and setting up some conversion tracking goals for your site. These goals should be valuable actions that you want your audience to complete while on your site, like making an online gift.
These goals can guide your analytic strategies and help determine the content or pages that will best appeal to users and inspire them to complete that goal. Plus, this will allow you to effectively track your Google Ad Grant campaigns and tweak them as needed.
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! As part of the process, 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.
From here, Google will review your account and respond with further instructions, typically within 3 business days. Once you’re approved, you can then start building out a basic Google Ads account, and then submit that for review as well.
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.
Bonus: If you want to dive further into the process, check out our ultimate guide to Google Ad Grants applications, where we explain each of these steps in more detail.
Tips for Effective Google Ad Grants Management
Once you’re approved for Google Ad Grants and receive your funds, it’s now a matter of developing powerful ad campaigns that target the right terms your prospects are searching for online. The program won’t drive any value unless you develop a foolproof Google Ad Grants management strategy that allows you to turn the traffic you generate into a foundation of lifelong support. Let’s explore five easy ways you can make the most of the program.
1. Develop Valuable and Promotable Website Content.
If you want your Google Ad Grants account to be successful and provide value to your supporters, you need to have valuable website content that will inspire your audience to take action. Otherwise, all the leads you generate will likely turn to other websites that provide the information they’re looking for.
Look at your website pages and make sure that they have:
Valuable and promotable website content is not only critical to getting your account approved, but it also ensures that the Google Ad Grants program actually helps you gain meaningful conversions.
2. Measure Campaign Performance.
Google Ad Grants aren’t just about spending $10,000 a month — they’re about making meaningful and valuable conversions. Upkeep is vital to the success of your campaign performance. Similar to many tools, it all depends on your ability to monitor (and translate) performance data, then make adjustments as needed.
Managing your Google Ad campaigns can be simple, but you do need to set up conversion tracking and data analytics in order to do so successfully. The best part is, you already have Google Analytics installed on your website— so use it! It’s important that you 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:
Don’t forget to first set up conversion tracking for each of these actions using Google Analytics. Once you’ve set up conversions for each key action that you want to track within Analytics, you can then use them in your Google Ads.
Because your grant ill renew monthly, monitoring performance on an ongoing basis is key to ensuring your nonprofit continues to comply with all Google Ad Grant rules and standards.
3. Undertsand Your Audience.
Google Ads provides you with several options on who to show ads to and when. That’s why you should take the time to 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 Googling different terms, you can adjust your ads so that they’re more likely to show up whenever they’re searching online.
Further, you can use negative keywords to indicate which audiences you don’t want your ads shown to. Over time, you can monitor the search queries that lead people to your site and determine which terms aren’t related 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.
4. Use Google Ad Grants in Conjunction With Other Marketing Efforts.
Google Ad Grants are a great addition to your nonprofit’s overall fundraising and communications strategy. You can leverage Google Ad Grants to drive people to sign up for your mailing 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 the other advertising methods. Google Analytics will empower you to learn about the users’ demographics, what content they engage with, and other important insights about your site visitors.
Don’t forget that by applying for Google for Nonprofits, you also have access to a suite of other specialized marketing tools designed to amplify your cause. For instance, the YouTube Nonprofit Program allows you to fundraise on YouTube and ultimately unlock the power of visual storytelling through tailored lessons.
5. Focus on Quality Over Quantity.
While this may come as a surprise, the majority of nonprofits using Google Ad Grants actually do not spend the full $10,000. This could be for many reasons, like:
However, just because you don’t spend $10,000 a month doesn’t mean you don’t have a fully functioning and successful Google Ads account. For instance, perhaps your audience is just narrow. If you’re promoting ads in one specific city, you don’t need to spend the full amount of money to target the audience you need.
Bottom line: It’s way more important to focus on the quality of your visitors and the number of online conversions than just maxing out your monetary quota.
Maintaining Your Google Ad Grants Account
Once your Google Ad Grants account is up and running, your work isn’t quite done. You still need to allocate your $10,000 smartly, figure out which keywords to target in your campaigns, and track those campaigns.
Here is how you can develop a healthy Google Ad Grant account:
These tips are easier said than implemented, especially when fundraising leaders already have to juggle so many different tasks. In particular, managing the full $10,000 a month can be challenging, in which case you might consider outsourcing account maintenance to a professional agency.
Google Ad Grant Rules To Maintain Compliance
Ongoing compliance is an essential part of effectively managing your Google Ad Grants account. In fact, not complying with the Google Ad Grants policies will lead to your entire account being suspended.
While visiting the official compliance page will be your best bet to up-to-date policies, here are the most important requirements to remember as you develop your campaigns:
We highly recommend that you frequently check (even bookmark!) the Google Ad Grants compliance page to keep up-to-date, as the rules sometimes do change. If you have any questions, your best bet is to rely on a dedicated Google Ad Grants agency that spends its time familiarizing itself with the program rules.
Reasons Your Account Might Be Suspended
By now, you should understand that your Google Ad Grant will renew monthly if you maintain compliance. If you don’t intentionally maintain compliance, you risk getting your account suspended.
Beyond the basic compliance rules we just walked through, here are the most common reasons that your Google Ad Grant account could be suspended:
Similar to maintaining compliance, a Google Ad Grants consultant can help you get back up and running in the event that your account gets suspended. For instance, the experts here at Getting Attention offer reactivation services, where we work with Google to resolve any issues with your account.
Working With a Google Ad Grants Agency
Google Ad Grants management is a full-time job. Oftentimes, nonprofits will turn to professional consulting agencies to manage their Google Ad Grants accounts. With as many compliance rules in place, that’s the best approach you can take!
You might be tempted to turn to a traditional marketing agency to handle your account. However, this is actually not the best approach. Traditional nonprofit marketing agencies don’t specialize in Google Ad Grants. Instead, they offer it alongside other services.
You’ll want to invest in an agency that devotes its time solely to Google Ad Grants. These professionals know what it takes to meet eligibility requirements, select the right keywords for your cause, write ads to appear in 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, you’ll also generate revenue from your ad campaigns as well!
Getting Attention’s Approach to Google Ad Grant Management
Here at Getting Attention, we specialize in Google Ad Grant management, with the intention of handling every aspect of the process for you. We’re prepared to help you every step of the way, 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 help in areas 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 Google Ad Grants Resources
The Google Ad Grants program is an obvious opportunity for nonprofit organizations looking to take control of their digital marketing and expand their audience effectively. However, getting started and maintaining your account isn’t a simple walk in the park.
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 that one of your staff members devotes part of their time to managing your campaigns or that you outsource 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. By spending time reading this guide, you’re off to a fantastic start! If you want to continue your research on Google Ad Grants or learn how to market your mission effectively, explore these additional resources:
4 New Revenue Streams Your Nonprofit Can Start Using Now
/in Nonprofit Communications, Nonprofit Fundraising /by Getting AttentionFundraising can be a little unpredictable. While your nonprofit likely has a good idea of how much funding you can expect from month to month, chances are that a significant percentage of your support comes from individuals who can occasionally change their minds or act in ways you might not have predicted.
Fortunately, there are a variety of resources your nonprofit can use to increase your funding’s reliability. Specifically, you can add new revenue streams to your fundraising strategy. Adding new sources of revenue may sound like a lot of work on the surface, but in reality, there are many your nonprofit can tap into almost immediately without disrupting any of your other fundraising efforts.
From passive fundraisers to untapped philanthropy programs, your nonprofit can get started right away with these four revenue streams:
Keep in mind that these revenue streams are meant to supplement your main fundraising activities. After all, you’ll still need to perform your usual donor outreach and campaigning to alert donors to new ways they can support your nonprofit. With that in mind, let’s get started.
1. Online Shopping Programs
Do your supporters shop online? Chances are that many of them do, as research has shown there were 256 million online shoppers in 2020, and that number is only expected to grow over the next few years. Your nonprofit can make the most of this trend by encouraging your supporters to participate in an online shopping program.
Online shopping programs have supporters essentially shop for your cause when they shop at participating retailers. A percentage of the sales total for each of your supporters’ purchases will be sent to your nonprofit. Plus, these contributions come from the retailers, which means your supporters won’t need to spend any more than they normally would while shopping.
To launch an online shopping fundraiser, you’ll need to get in touch with your supporters and guide them through the following steps:
Maintaining strong communication with your supporters is essential for a successful online shopping program. Unlike set-it-and-forget-it fundraisers, online shopping programs greatly benefit from regular promotion to attract new supporters to your program and remind current supporters to continue participating.
2. Grocery Store Fundraisers
While it may be true that not all of your supporters regularly shop online, all of your supporters do need to make routine trips to the grocery store, giving them another chance to help out your nonprofit. Like online shopping fundraisers, grocery store fundraisers help nonprofits earn revenue by contributing a percentage of your supporters’ sales total to your organization.
Many popular grocery store chains have fundraising programs that your nonprofit can apply to, allowing supporters to help your organization while they shop. Of course, many grocery stores have unique rules for their fundraising program, so be sure to research your local chains before applying.
Once you join a grocery store fundraising program, be sure to promote it to your supporters. Let them know where and how they can participate, as well as any additional details they need to know to have their contributions count. For example, some grocery stores may need participants to join their rewards or membership program first, which often requires filling out a form in-store or signing up online.
But don’t stop marketing your program after an initial email letting supporters know it’s gone live. Regularly promote it along with your other fundraisers to let new supporters know how they can make more ethical shopping decisions with your program, while also reminding your current supporters to continue shopping at your partner grocery store.
3. Employer Gifts
Each time your supporters donate or volunteer, they can earn your nonprofit additional revenue through matching gift programs. Matching gift programs are contributions made by your supporters’ employers, meaning they won’t need to give any extra themselves to make their support go further.
There are two main types of employer matching programs, and your supporters can make use of both of them to help drive additional income:
While your nonprofit can encourage supporters to research if they are eligible for donation matching or volunteer grants, there are a variety of online fundraising tools that can make the process much easier. For example, matching gift databases allow supporters to enter the name of their employer and then be paired with the necessary matching gift forms automatically.
4. Google Ad Grant
You can’t start using revenue from a Google Ad Grant right off the bat, but you can set your nonprofit up to qualify for one almost immediately. Google Ad Grants are specifically for online advertising, giving nonprofits $10,000 in ad credits a month. This can significantly change a nonprofit’s online outreach strategy and free up funds that might have previously been allocated to marketing.
To get started applying for a Google Ad Grant for your nonprofit, ensure that you meet these three requirements:
Nonprofits who already have accomplished these three tasks can jump straight into making their Google for Nonprofits Account and applying for a Google Ad Grant. Google will then assess a nonprofit’s website to determine if they are eligible, and, if so, they can begin designing and launching their ad campaigns with their new revenue.
Adding new fundraisers to your calendar can be easy. Explore options that are easy for you and your supporters to get started with, while also considering programs that might take a little while to apply for but can then start earning reliable revenue for the foreseeable future. Good luck!
Does Your Website Need Plugins, Add-Ons, or Custom Software?
/in Nonprofit Communications, Nonprofit Tools /by EmmaPicture this: you’re getting ready to launch a digital fundraising campaign, which means you need your website to be in tip-top shape. On top of that, you’re trying to get your donor database organized so that you know who exactly you should reach out to.
As you’re planning your virtual fundraising events for the campaign, you find that your technology can’t quite keep up. You know there’s a whole bunch of features out there that can help, but you don’t know which ones you need. What do you do?
The world of nonprofit technology and website building can feel overwhelming for anyone, but especially if you don’t consider yourself a tech wizard. Even when you’ve picked your theme, visual builder, and domain name, there still seems to be a ton of additional features you can download to enhance your website. From plugins to add-ons to custom software, it can be difficult to know what you actually need.
But don’t worry — we’re here to help! We’ve put together this guide to explain everything you need to know about the features you can download or create to enhance your website, including:
Whether you have a consultant on your side or you’re navigating this on your own, this guide will help you determine which features you should invest in and which ones you might be able to skip. Let’s dive in!
All About Plugins
First on our list is plugins. Plugins are downloadable features that you can add to your content management software (known as a CMS or website builder) that can enhance your platform. Plugins are most commonly used to add features or functionality to a web builder.
There are tons of plugins to choose from, so how do you know which ones are right for your nonprofit? Here are some tips for selecting plugins:
Only you can decide which plugins are right for your site, but make sure you look at each option with scrutiny. If you’re already feeling the choice paralysis, check out this Cornershop Creative guide to WordPress plugins for nonprofits. They did the hard work of finding the best plugins so you don’t have to!
All About Add-Ons
Now you might think that plugins and add-ons are the same thing, but here we’re referring to Add-Ons as features built-in as options or tools within the platform you are already trying to use.
It’s important to note that some plugins and add-ons may fulfill a similar purpose. As you’re looking for plugins, check first to see if the platform or program you’re using already offers the same feature in the form of an add-on. For instance, you likely won’t need a plugin to create a blog for your site. Your web builder will already have plenty of tools and add-ons to help you add a blog directly to your site.
Here are some examples of add-ons that your nonprofit might find valuable for your website:
As you begin your noble quest for plugins, take a look at all of the add-ons that your web builder already offers. You may find that you already have everything you need and, if not, you’ll at least be able to minimize the number of third-party applications that you’ll need to download.
All About Custom Software
Custom software is a bit different from plugins or add-ons, in that it’s specifically designed to meet your needs and can take the form of a donor database, personalized plugin, a data integration, or anything else that you might need. Compared to plugins and add-ons, custom software may require a bigger investment, but there are plenty of reasons why you might want (or need) custom tech.
Here are a few reasons why your nonprofit might decide to invest in custom software:
Custom software requires more time and energy to build, but the payoff can be higher when compared to other, generic applications. To get custom software, you’ll have to define your needs and find a tech consultant who specializes in nonprofits and popular nonprofit platforms to help. Ultimately, you should decide to build custom software if you have an important need that can’t be met by software that’s already out there!
There you have it: your complete guide to everything plugins, add-ons, and custom software. Hopefully this guide has helped you get a better understanding of what type of technology will be most useful for your nonprofit. You’ll have a fully optimized website or platform in no time!