Explore this guide to learn about leveraging the Google Ad Grants program.

Google Ad Grants: The Complete Guide + How to Get Started

The Google Ad Grant combines marketing and fundraising opportunities so nonprofits like yours can amplify their missions and reach larger pools of donors, volunteers, and advocates. By equipping eligible organizations with $10,000 in ad credits per month, the program enables them to increase website activity and digital conversions.

Your nonprofit can strategically leverage your website and push your mission forward by getting started with Google Ad Grants to establish a dependable marketing foundation. In this complete guide to Google Ad Grants, you’ll learn:

At Getting Attention, we specialize in Google Ad Grants management so nonprofits can take full advantage of the program. We’ll walk you through your application and craft compelling ads that comply with Google’s rules. With professional guidance on the latest best practices, your nonprofit can effectively connect with a larger pool of motivated prospects. Let’s dive in!

Our agency can help you make the most of the Google Ad Grants program.


What Is the Google Ad Grant?

Google Ads are a digital marketing solution that businesses and nonprofits use to promote their products, services, and other content to web users. Essentially, advertisers bid on keywords that strategically target their ideal audience. If they win the bid, their ads will appear on Google’s search engine results pages (SERPs).

The Google Ad Grant program is a free version of Google Ads for select charitable organizations. While regular Google Ad accounts have to pay per ad click, Google Grant participants can display their advertisements for free. That way, nonprofits can allocate less of their budgets toward marketing.

The grant gives eligible nonprofits $10,000 in free monthly advertising credits. As long as the organization complies with the program’s rules, the grant will automatically renew each month.

Organizations can use their grant money to bid on different keywords and promote specific pages on their website through text-based ads on the SERPs for those keywords. These promoted pages most often include:

  • Donation pages
  • Service pages
  • Educational content

For example, when you search for “ocean conservation” on Google, you’ll see advertisements at the top and bottom of the page for content from nonprofits dedicated to supporting this cause. Some of these are donation pages, while others are service pages or blog posts that explain the organization’s work.

The program’s overall goal is to make a positive impact by enabling nonprofits to increase awareness of their causes. Since 2003, Google has awarded more than $10 billion in free advertising to more than 115,000 nonprofits across 51 countries.

While the Google Ad Grant program is entirely free, creating and maintaining your account will take substantial time and effort. To truly be successful, you’ll need to either devote staff time to managing your ad campaigns or outsource the work to a Google Ad Grants agency.

How Do Google Ads Differ From Organic Search?

Google Ads and organic search results serve different purposes but are both essential for online visibility. While Google Ads are paid placements that appear at the top and bottom of SERPs, organic results are unpaid listings that appear based on SEO factors and each page’s relevance to the search query. Organically achieving high rankings requires optimizing website content, building backlinks, and ensuring a good user experience.

While both are essential for improving online visibility, nonprofit SEO and Google Ads are best suited for different goals:

A chart comparing Google Ads and Google organic listings

  • SEO is best for long-term growth and creating a sustainable online presence. By optimizing content to rank organically on SERPs, your nonprofit can generate more leads for revenue-generating programs, services, and products. SEO can increase traffic from qualified online audiences and grow your brand recognition. Essentially, it’s a cost-effective strategy for attracting consistent traffic over time.
  • Google Ads are best for immediate visibility and targeted campaigns. With Google Ads, nonprofits can quickly appear at the top of SERPs for specific keywords. It’s ideal for time-sensitive campaigns, fundraising events, and promoting specific actions like donations and volunteer sign-ups.

Nonprofits should leverage both strategies to maximize their online impact. Plus, when you optimize your website for SEO, you’ll also have effective landing pages to promote via Google Ads.

While our team at Getting Attention can help craft your Google Ads strategy, we recommend turning to the experts at Nexus Marketing for your SEO needs, particularly if you generate significant revenue by selling products, programs, or services.

With more than 10 years of experience in ROI-driven SEO within the mission-driven sector, Nexus Marketing’s talented team can craft strategic SEO content that captures your brand and reaches your audience. The agency has an extensive network of 500+ partners in the nonprofit, association, faith-based, education, and healthcare sectors, so you can scale your organization’s authority-building strategy and fuel your SEO growth.

Work with our recommended SEO experts to sell your programs, products, and services.


Google Ad Grant Eligibility Requirements

To be considered eligible for the Google Ad Grant, Google requires that nonprofits meet several requirements. After all, $10,000 per month is a sizable contribution! We have an entire article that walks through the program’s eligibility requirements, but let’s cover the highlights.

What Are the Google Grant Eligibility Requirements for Nonprofits?

To apply for Google Ad Grants, nonprofits must first meet the program’s universal standards, which include:

  • Holding current and valid charity status. For U.S.-based organizations, you must have current 501(c)(3) status, meaning that the IRS recognizes you as an official charitable organization and exempts you from tax obligations. When you register for Google for Nonprofits, Goodstack will verify your organization’s legitimacy.
  • Acknowledging and agreeing to the Google Ad Grant’s required certifications. You’ll need to agree to Google’s process of receiving and using donations obtained from the grant, as well as the Google for Nonprofits and Google Ads terms of service.
  • Having a functioning website that provides valuable content on your nonprofit and mission. Any information you promote through Google Ad Grants has to live on your nonprofit’s website. As part of their standard eligibility check, Google requires that you own the domain, have unique website content, and feature a detailed description of your organization’s mission and activities.
  • Having an SSL certificate. SSL stands for Secure Sockets Layer and is a security protocol between a web server and a browser. It will cause a lock icon to appear in the navigation bar in Google Chrome. If there is no lock and you see the words “not secure” next to your website’s URL, it means SSL is not installed or there is another issue.

If your organization has a solid foundation in the digital space, it doesn’t take much to be eligible for the Google Ad Grant. However, to save time and trouble, Google Ad Grant managers can help you check your eligibility.

Which Organizations Are Not Eligible for Google Ad Grants?

While the Google Ad Grants program is widely available to many nonprofits, there are some exceptions. Organizations that are not eligible to apply for Google Ad Grants include:

  • Governmental entities and organizations
  • Hospitals and healthcare organizations
  • Schools, academic institutions, and universities—however, the fundraising arms of educational organizations are eligible!

The Google Ad Grants team implements these requirements to ensure that only organizations that will genuinely benefit from the program apply. However, Google also offers a similar grant program for educational institutions in addition to the nonprofit program. If that applies to your organization, check it out!


How to Apply for the Google Ad Grant Program

If your nonprofit meets all of the eligibility requirements and is ready to apply for the Google Ad Grant program, follow these basic steps:

This flowchart shows the steps to apply for Google Ad Grants, which are discussed in more detail below.

1. Enroll in Google for Nonprofits.

You must have an active Google for Nonprofits account to apply for the Google Ad Grants program. If you already do, you can skip this step. Otherwise, the application is available through Google for Nonprofits.

With a Google for Nonprofits account (for U.S. organizations), you’ll receive access to Google Ad Grants, along with these additional services:

  • Google Workspace for Nonprofits, which includes free access to Google’s apps like Gmail, Drive, Calendar, and Meet.
  • YouTube Nonprofit Program, which provides nonprofits with special features on YouTube, like a donate button.
  • Google Earth and Maps, which helps users locate community programs and resources in their area.

To enroll in Google for Nonprofits, you’ll need to provide your tax ID number, contact information, and other relevant information about your nonprofit.

When getting started with Google for Nonprofits, Google’s technology verification partner, Goodstack, will confirm your nonprofit’s status. Just click the “Get Started” button on Google for Nonprofit’s homepage and fill out the requested information.

2. Make Sure Google Analytics Is Installed on Your Website

While Google Analytics is important for your own website data tracking purposes, having it installed is also required prior to applying for Google Ad Grants.

Install Google Tag Manager on your website and set up conversion tracking goals for your site. To determine these goals, think of valuable actions that you want your audience to complete while on your site, like donating or signing up for your newsletter. These goals will guide your analytics strategies and provide insight into conversions for the pages that most effectively inspire visitors to take action.

3. Validate Eligibility with Goodstack

Goodstack is Google’s new eligibility verification partner. They’ll verify your nonprofit’s 501(c)(3) status and other aspects so you’ll be pre-approved to apply for Google Ad Grants.

4. Submit Your Website and Account to the Google Ad Grants Team for Review

After your Google for Nonprofits account is approved, you’re ready to apply for the Google Ad Grants program! You’ll need to submit your website for review to the Google Ad Grants team. They’ll certify whether you’re eligible by determining if your web presence and content are ready. This typically takes three business days. Once you’re approved, Google will send further instructions for you to start building out a basic Google Ads account, which you’ll also need to submit for review.

When you apply, you’ll be given the choice of a “Smart Campaign” or a “Classic” Google Ads account. To gain access to the full suite of tools and options, make sure you apply for the “Classic” account, as the “Smart Campaign” is a much more basic version of Google Ad Grants. Then, you’re ready to start building out your Google Ad Grants management plan.


How Nonprofits Can Use Google Ad Grants

The Google Ad Grant program does more than drive traffic to your website. It allows nonprofits to create targeted ads that spread awareness about a cause and recruit passionate supporters to take action.

This graphic shows six types of content that nonprofits can promote with Google Ad Grants, which are listed below.

Effective Google Ad Grants management empowers nonprofits to:

  • Inform and educate the public about their missions by promoting educational content.
  • Increase the visibility of upcoming events like webinars, conferences, and fundraisers.
  • Share volunteer registration forms and other volunteer-related content to boost recruitment.
  • Promote advocacy activities like online petitions or click-to-call campaigns.
  • Share donation and sponsorship opportunities to boost revenue generation.
  • Provide information to potential beneficiaries about the organization’s services.

You can promote a wide range of content with Google Ad Grants. Just think carefully about how the pages you choose support your nonprofit’s goals.

What Goals Don’t Align With The Google Ad Grant Program?

Certain goals may not align well with the Google Ad Grant program’s structure and restrictions. Here are some specific objectives that may not be suitable for the Google Ad Grant and how you can accomplish them with different marketing channels:

  • Direct Revenue Generation: The primary purpose of the Google Ad Grant is to raise awareness and drive engagement, not sales. Ads promoting commercial activities like professional development products or camp registrations might not perform well under the grant’s restrictions. Focus instead on email marketing, content marketing, and affiliate marketing since these channels allow for direct engagement with potential buyers.
  • Brand Building: While Google Ad Grants can help increase visibility, building a strong, recognizable brand requires a more comprehensive marketing approach. Paid multimedia ads, social media campaigns, affiliate marketing, and content marketing are better suited for brand building.
  • Targeting Highly Competitive Keywords: Organizations targeting highly competitive keywords may find that Google Ad Grant ads do not provide the desired level of visibility. The grant restricts bids to $2 per click, and while there are ways to exceed this bid cap, it might not be enough to get ads chosen for competitive keywords. Instead, focus on SEO efforts to rank organically for these terms, along with strategic investments in paid ads.

The experts at Nexus Marketing can help you create a comprehensive digital marketing strategy to achieve long-term goals like the ones listed above. From their high-quality SEO work and networking opportunities to email marketing and video production services, Nexus has the resources you need to boost sales via organic marketing strategies.

For instance, the Nonprofit Leadership Alliance (NLA) works with Nexus to increase its digital presence and drive more sales for its Certified Nonprofit Professional (CNP) credential and Leaderosity Programs. Through optimized product pages, educational blog posts, partner posts throughout Nexus’ network, webinars, and more, NLA now ranks on page one for 32 new high-priority keywords.


Maintaining Your Nonprofit’s Google Ad Grants Eligibility

Rather than being a one-and-done event, Google Ad Grants eligibility requires ongoing maintenance. While regularly visiting the official compliance page is your best bet for up-to-date policies, here are the most important requirements to remember as you develop your campaigns:

Follow this compliance checklist to keep your Google Ad Grants account in good standing.

  • Don’t use single-word keywords unless it is one of the approved exceptions.
  • Avoid overly generic keywords that don’t indicate the intent of the person searching, such as “free videos”, “e-books,” or “today’s news.”
  • Ensure your keyword Quality Score is 3+. You can determine keyword quality with expected clickthrough rate, ad relevance, and landing page experience.
  • Maintain at least a 5% click-through rate (CTR) each month. CTR is the number of clicks your ad receives divided by the number of impressions, or times your ad is shown. For example, if you had five clicks and 100 impressions, then your CTR would be 5%.
  • Have valid conversion tracking set up through Google Analytics or Google Ads conversion tracking tag.
  • Have at least two sitelink ad assets that link to additional pages on your site.
  • Follow the appropriate account structure by having multiple ads per group and leveraging responsive search ads.
  • Respond to the annual program survey sent to the email address on your Ad Grants account.

Frequently check (and consider bookmarking) the Google Ad Grants compliance page to ensure you stay up-to-date, as the rules occasionally change. Failing to comply with the Google Ad Grants policies will lead to your entire account being suspended. Here are the most common reasons for account suspension:

  • Losing your organization’s 501(c)(3) status
  • Failing to meet the eligibility criteria
  • Abusing the ad network
  • Failing to re-verify your account
  • Repeatedly violating the program’s terms and policies
  • Misrepresenting your organization

These limitations not only ensure your nonprofit remains eligible for the grant but also help you make the best use of the grant money. If you have any questions, your best bet is to rely on a dedicated Google Ad Grants management team that spends its time familiarizing itself with the program rules.


Benefits of Google Ad Grants for Nonprofits

If your nonprofit has a website and is active online, applying for a Google Ad Grant is the natural next step for your marketing strategy. After all, current and prospective supporters are likely already looking up topics related to your mission.

While free funding and connecting with new supporters is undoubtedly a plus, there are additional, specific benefits of properly using the Google Ad Grant program. Let’s explore a few advantages that nonprofits experience when they invest in Google Ad Grants.

This graphic shows five benefits nonprofits can enjoy by leveraging Google Ad Grants, which are discussed below.

1. Better Site Engagement

You spend time creating valuable content for your nonprofit’s website because you want to provide high-quality information and resources that help visitors better understand your mission. Google Ad Grants allow you to direct visitors to the pages that they’ll find most valuable, improving the user experience.

By analyzing the search intent for different keywords, you can pinpoint what content searchers will find most valuable. For instance, someone who searches for “animal shelter volunteering” would be a strong prospect for an animal rescue’s volunteer program. In that case, that organization would want to use its Google Ad Grant money to promote its “Volunteer” page, where visitors can explore volunteer opportunities.

2. Increased Online Conversions

Backed by a strategic Google Ad Grants management plan, you can effectively promote key pages and forms to boost conversions for activities such as:

  • Event registrations and ticket sales
  • Donations
  • Volunteer registrations
  • Online petition signatures
  • Email list signups

Whether you’re focused on becoming well-known in the event space or advocating for a cause that’s important to your community, effective Google Ad Grants management can get you there. Think through the specific pages you promote and how they’ll help you meet your conversion goals.

3. Enhanced Supporter Communications

If you work in mission-driven marketing, you understand the ongoing challenges of increasing your email open rates, boosting social media interactions, and generally keeping your supporters informed.

Google Ad Grants are a natural addition to your communication strategies. While they certainly don’t replace your need to email and text supporters, they can help increase your visibility online. Strategically amplify your web content on Google so that it’s delivered directly to those most likely to support your cause, whether they’re longtime supporters or brand new to your nonprofit.

4. Insight Into Digital Supporters’ Motivations

When you leverage Google Ad Grants, you’ll be able to track campaign performance through Google Analytics, view the exact actions users take once they enter your site, and draw conclusions about what inspired them to get involved.

Google Analytics will provide you with in-depth data regarding:

  • The success of your ad campaigns
  • The sources driving visitors to your site
  • The actions users take on your website

With this information, you can optimize the content you’re promoting via Google Ad Grants, effectively inspiring more users to engage with your cause.

5. No Competition For Funds

One of the best parts of the Google Ad Grants program is that it doesn’t limit its grants to a select few organizations. Traditional grants require organizations to compete for funding, and whichever organizations craft the best proposals are most likely to win the grant.

With Google Ad Grants for nonprofits, there’s no competition to win the grant money. Instead, any organization that applies and meets the program’s requirements will be awarded $10,000 in ad credits each month.


Tips for Effective Google Ad Grants Management

After setting up your Google Ad Grants account, you still need to allocate your $10,000 smartly, create targeted campaigns with carefully chosen keywords, and track those campaigns. Here are 12 easy ways you can make the most of the program.

This graphic shows 12 tips for nonprofits to make the most of Google Ad Grants, which are discussed below.

1. Create Valuable and Promotable Website Content

For your Google Ad Grants account to provide value, you need to have high-quality website content that inspires your audience to take action. Your pages should have:

  • A high search volume topic. To get a better idea of the terms and topics your audience is actively seeking out, check out Google Trends or other search engine optimization (SEO) tools like Moz.
  • One single focus. While you should certainly target high-traffic keywords, don’t simply lump them into one page. Each distinct topic should have its own page or blog post on your website.
  • Enough content. Taking the time to develop researched and comprehensive pages will not only align your content better with your Google Ad Grants campaigns but also increase your organic search engine rankings.
  • Effective calls to action. Users should know the exact next step you want them to take. From filling out a form to signing up for text alerts, make this next step clear with a strategically placed call to action in the form of a prominent button or link.
  • Mobile responsiveness. According to Double the Donation’s fundraising statistics, more than half of all nonprofit website traffic comes from mobile devices. Ensuring that your content is mobile-friendly will encourage mobile users to stay on the site and continue exploring your content.

Valuable and promotable website content is not only critical to getting your account approved, but it also ensures that the Google Ad Grant actually helps you gain meaningful conversions.

2. Measure Campaign Performance

Upkeep is vital to your campaign performance. For the Google Ad Grant, it all depends on your ability to monitor (and translate) performance data and make adjustments as needed.

Managing your Google Ad Grant campaigns can be simple, but you need to set up conversion tracking and data analytics in order to do so successfully. The best part is that to apply for the Google Ad Grant, you’ll already have Google Analytics installed on your website, so use it! Set up one or more “Goals” within Google Analytics so you can track valuable actions on your website.

To determine the best goals to track, explore your website and note the actions that you want users to take the most to push your mission forward. Common goals include:

This graphic shows six common conversion goals for Google Ad Grants, which are listed below.

  • Online donations
  • Volunteer registrations
  • Email list sign-ups
  • Contact form submissions
  • Event registrations
  • Online petition signatures

Set up conversion tracking for each action using Google Analytics. Monitoring performance on an ongoing basis is key to ensuring your nonprofit continues to comply with all Google Ad Grant rules.

3. Understand Your Target Audience

Google Ads provides several options when it comes to how often your ads will appear and who will see them. That’s why you should define your target audience for each of your campaigns and the keywords you want to target. Then, you can leverage this information and configure your campaign settings accordingly to ensure ads show up for the intended audience.

Thorough keyword research also allows you to shape your content to meet users’ needs and make them more likely to convert. By understanding what your audience is searching for when they look up different terms, you can adjust your ads so that they’re more likely to show up whenever they’re searching online.

4. Focus on Generating Quality Conversions

This may come as a surprise, but the majority of nonprofits using Google Ad Grants actually don’t spend the full $10,000 every month. This could occur for many reasons, but two of the most common are:

  • Difficulty in management: Not every nonprofit has the resources and support to maintain multiple marketing campaigns, resulting in a large amount of credit not being put to use.
  • Lack of high-quality online content: If your Google Ads aren’t performing well, it might be because your website and other online content aren’t meeting the needs of your audience.

However, just because you don’t spend $10,000 a month doesn’t mean you don’t have a fully optimized and successful Google Ads account. For instance, perhaps your audience is relatively narrow. If you’re promoting ads in one specific city, you probably don’t need to spend the full amount of money to target your entire audience.

The bottom line: It’s much more important to focus on the quality of your visitors and the number of online conversions than just maxing out your monetary quota.

5. Experiment With Your Ad Titles and Copy

Each ad within your Google Ad Grant account will be made up of several components, including a headline (title) and description (copy). Think of your headlines as a way to grab users’ attention and your descriptions as an explanation of why they should click through to your site.

This graphic visually explains that a Google Ad headline is the hyperlinked text on the SERP and the description is the text below.

With Google’s responsive search ads feature, Google will automatically test different headlines and descriptions for you. You’ll enter a variety of headlines and descriptions. Then, Google will algorithmically mix and match them to find the combinations that are most relevant to a search term and will drive more clicks.

This feature reduces the manual labor needed to manage your account, saving your marketing team time crafting multiple variations of each ad.

6. Choose Your Keywords Carefully

Your keywords—the word combinations and phrases that users enter into Google—are a vital part of your Google Ad Grant campaigns.

Put yourself in your supporters’ shoes and ask yourself which keywords you’d type into Google to find your nonprofit’s programs, services, and engagement opportunities. Then, head to Keyword Planner to find related keywords that users also search for.

Additionally, you can use negative keywords to indicate which audiences you don’t want your ads shown to. Monitor the search queries that lead people to your site and determine which terms aren’t relevant to your organization. This will allow you to continue refining your list of negative keywords and only show your ads to those who will be interested.

7. Pick the Right Landing Pages

When choosing keywords for different ad campaigns, think carefully about what landing pages you’ll assign to them. Remember, your goal is to meet searchers’ needs with your ads. A common mistake is to send users to your homepage, leaving it up to them to find the desired information. Instead, sending them to a page tailored to the initiative you’re promoting makes them more likely to take specific actions.

Let’s say you’re looking to boost registrations for an upcoming 5K fundraiser for your nonprofit. When users search terms like “upcoming races near me,” they expect to find information and registration pages for 5Ks, 10Ks, and other races. In this case, the best web pages to promote are your 5K race information and registration form.

You should also consider what types of content to create that your Google Ads will link to. If it seems like users are actually searching for an educational guide on the topic, you’d likely want to create effective “cornerstone” content that someone searching for your keyword would find useful. 

Cornerstone content refers to web content such as blog articles that are educational, high-quality, and align both with your organization’s overall purpose and potential searchers’ keywords. For example, a nonprofit with a mission related to protecting oceans might write an article explaining how beach clean-ups work and the positive impact they have on the environment and people living nearby. Then, someone who searches the term “beach clean-up” would see the nonprofit’s article and have their questions about the topic answered.

Cornerstone content can also promote your nonprofit’s other pages by including links to other blog articles, initiative information pages, and anything else relevant on your website. If your cornerstone content is detailed and valuable, readers will likely click on these links to explore the rest of your site.

8. Strengthen Your Ads With Geotargeting

Google requires all Ad Grant accounts to have proper location settings enabled. This allows you to use geotargeting to show ads in the locations where users will find your programs and services useful.

Here are a few tips for making the most of geotargeting:

  • If you primarily serve your local community, show your ads in your town and nearby communities.
  • If your nonprofit works in one area but primarily fundraises in another, adjust your ads to target users who are likely to donate. For instance, a humanitarian relief program that serves Indonesia but fundraises in the United States could use geotargeting to promote its fundraising activities to U.S.-based users.
  • If you offer different services in various geographic areas, create separate campaigns to ensure the right content is delivered to the users it’s made for.

In the example below, Google delivered a specific ad to a user based on their location.

This SERP screenshot highlights the organization name “PAWS Atlanta” to show that the Google Ad was geotargeted to users in Atlanta.

Without geotargeting enabled, ads like these would be delivered to people who aren’t geographically close enough to benefit. Targeting by location like this allows you to deliver content to your unique audience, meeting their needs and driving greater value for your cause.

9. Run Three to Five Ad Campaigns at a Time

Within your Google Ad Grant account, you’ll have separate ad campaigns composed of ad groups. These ad groups then host individual ads. For the best results, create your campaigns based on each core goal you want to reach, such as the content and opportunities you want to advertise. For most nonprofits, it’s best to run between three to five ad campaigns at a time to make the most of the Google Ad Grant funds without making managing your account overwhelming.

To create easy-to-manage campaigns, make sure to:

  • Set clear goals
  • Always keep the target audience in mind
  • Use mobile-preferred ads
  • Implement conversion tracking
  • Modify campaigns when needed

What campaigns you choose to run will depend on your nonprofit’s current goals, but you should aim to run a campaign for each of your ongoing projects. For instance, you might run four campaigns: one focused on earning donations, the second focused on recruiting volunteers, the third to spread awareness about a new initiative, and a fourth to promote an upcoming event.

Creating separate campaigns like this allows you to allocate your budget to the topics that are imperative to your mission. Then, you can create ad groups that target specific keywords related to each primary goal.

10. Focus Each Ad Group on a Central Topic

Each Google Ad Grant campaign you create should have multiple ad groups that target related keywords. For best results, include at least three ads in each group. One ad per group should be a responsive search ad, or an ad that adapts to show more text and relevant messaging to your customers.

Within each ad group, you’ll have a cluster of related ads that target different keywords and phrases. For instance, let’s say your organization provides at-risk youth with mentoring services. Within your ‘Volunteer’ campaign, create a series of related ads that promote volunteer opportunities. In this case, your ads might target keywords like:

  • Volunteer to teach kids
  • Mentoring opportunities for underprivileged teens
  • Teach underprivileged kids

Targeting specific topics with your ad groups will keep your Google Ad Grants account organized and structured properly. That way, you can see what goals the program is helping you to achieve.

11. Use a Liberal Amount of Ad Assets

Formerly called extensions, ad assets allow you to expand your ads with additional information and provide people with more reasons to click through to your online content.

In our Google Ad Grants account optimization guide, we dive into these assets in detail. While there are several ad assets to choose from, here are the most commonly used ones:

  • Callout assets: Add short bullet point phrases beneath your ads to emphasize key information.
  • Sitelink assets: Append links to other pages on your website.
  • Call assets: Enable mobile users to call your organization by tapping a button.
  • Lead form assets: Add a lead form directly to your ad.

This SERP screenshot highlights four different types of Google Ad Grants Extensions used in the context of WWF ads.

Ad assets encourage more users to engage with your Google Ads. Plus, robust ads naturally draw readers’ eyes, giving you a competitive edge over other ads.

12. Use Google Ads in Conjunction With Other Marketing Efforts

At this point, it’s clear that Google Ad Grants are a great addition to your nonprofit’s overall fundraising and communications strategy. Join the program to drive people to register for your email list, follow your social media accounts, or sign up to receive texts from your nonprofit.

Not to mention, you’ll gather a lot of useful data through your Google Ad Grants campaigns, which will be applicable to other advertising methods. By applying for Google for Nonprofits, you also have access to a suite of other specialized marketing tools designed to amplify your cause.

You can also extend your Google Ad Grants management skills to the Microsoft Ad Grant program. This program allows you to create ads across the Microsoft Search Network, so you can tap into a new audience that may not use Google. Carefully consider how your Microsoft and Google ads can complement one another, rather than simply replicating ads on both platforms.


Working With a Google Ad Grants Manager

Google Ad Grants management is a full-time job. Oftentimes, nonprofits will turn to professional consulting agencies to manage their Google Ad Grants accounts.

Invest in an agency that’s a certified Google Partner. These professionals have been recognized by Google as agencies that have demonstrated exceptional skill and expertise in managing Google Ad Grant accounts. They know what it takes to help your nonprofit meet eligibility requirements, select the right keywords for your cause, write ads to stand out among search results, and continually monitor campaign performance.

Ultimately, the price you pay to outsource the work to a professional will pale in comparison to the $10,000 you’ll receive in free funding—not to mention the revenue you’ll generate from your ad campaigns!

How Getting Attention Handles Google Ad Grant Management

As a proud Google-certified agency, our team at Getting Attention specializes in Google Ad Grants management with the intention of handling every aspect of the process for you, no matter if you’re learning about the program for the first time or need help getting your existing Google Ad Grant account off the ground.

Some of our core services include:

An overview of Getting Attention’s Google Ad Grants services, which are written in the text below

  • Application and Account Reactivation: Our team of experts will verify your eligibility and walk you through the application process to ensure that your nonprofit is accepted. If your account is currently deactivated, we can help you get back up and running.
  • Strategy Creation: To help you maximize your grant’s value, we’ll help you select goal-oriented conversion actions, such donations, volunteer registrations, or event sign-ups.
  • Ad Creation: We’ll create powerful ads that reach your target audience and communicate your cause effectively. Your ads will be backed by thorough keyword research, so you can connect with valuable prospects who are likely to become supporters.
  • Routine Account Optimization: We’ll monitor your ad performance to adjust bid strategies, tweak ad copy, and ensure compliance with Google’s rules.
  • Monthly Data Reporting: You’ll stay in the loop through transparent reports that cover metrics like conversions, clicks, and ad spend.

Even if you need solutions that don’t appear on our website, we’re open to chatting about our experience with the additional services you need. If you’re interested in a free consultation, contact us to learn more about how Getting Attention’s services can help your nonprofit grow!


Additional Resources for Better Google Ad Grants Management

The Google Ad Grants program is a great opportunity for nonprofit organizations looking to take control of their digital marketing and effectively expand their audience. However, getting started and maintaining your account requires time and effort.

Between developing high-performing landing pages and pinpointing the keywords that matter most for your work, there’s a lot of work that goes into effectively managing your account. That’s why we highly recommend outsourcing the work to a professional agency.

Ultimately, understanding all the Google Ad Grant rules in addition to best practices is your best bet when it comes to making the most of your account. If you want to continue your research on Google Ad Grants management and learn how to market your mission effectively, explore these additional resources:

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The title of the article: Crafting a Nonprofit Marketing Plan: Key Tips & Channels

Crafting a Nonprofit Marketing Plan: Key Tips & Channels

You’ve worked hard to build an organization that fulfills its mission and makes a difference for the community you serve. However, your work can’t reach its full potential without a strategic nonprofit marketing plan. Outlining a plan is critical for meeting your audience’s needs and driving meaningful conversions.

Whether you’ve never created a dedicated plan before or you want a refresher, we created this guide to walk through the following topics:

When it comes to representing your mission, reaching your goals, and driving conversions, your team needs a definitive nonprofit marketing guide. Let’s dive into an overview of nonprofit marketing plans.

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What Is a Nonprofit Marketing Plan?

A nonprofit marketing plan is a dedicated document that helps marketing teams create promotional materials, stay consistent with branding and goals, and reach target audiences effectively. 

This document should be available to everyone in your organization so that no matter the campaign or event you are promoting, your messaging and tactics support your core mission. By maintaining consistency and having a strategic plan you can better communicate with current supporters, acquire new ones, generate sales, and keep all team members on track to reach your goals.

The Benefits of a Strong Nonprofit Marketing Plan

A strong nonprofit marketing plan should consist of much more than just guidelines for picking the right outreach channels. A well-crafted plan helps nonprofits focus their efforts, allocate resources, and measure results. It’s also essential to document objectives, strategies, and tactics to guide your marketing team and ensure that they’re staying on track.

When you take a comprehensive approach, your nonprofit marketing plan can:

  • Provide clarity to your team. No matter what, your team should never lose track of its mission and goals. Your nonprofit marketing plan should outline this information so that your team can communicate it to stakeholders.
  • Keep tasks and team members organized. Whether you’re sending out email blasts, creating flyers, launching an SEO strategy, or engaging with donors on social media, marketing campaigns can be overwhelming. A concrete plan eases that stress with guidance on when and how to complete each needed step.
  • Focus on reaching your audience. The goals of various marketing campaigns can vary but often include building relationships with your audience, bringing awareness to your mission, increasing sales, and inspiring action from supporters. Your nonprofit marketing plan will walk through your target audience’s motivations as well as the most valuable channels for contacting them.

You won’t be able to accomplish all of this without a well-crafted and developed nonprofit marketing plan. The plan will outline the exact tasks that need to be done, the steps each will take, and when they should be completed.

The Essential Components of a Nonprofit Marketing Plan

When it comes to your nonprofit marketing plan, be as thorough as possible. Don’t leave any stone unturned to ensure clarity for team members and fill in any gaps in outreach methods.

While your specific marketing plan will be unique to your mission and campaign, several core components will still need to be included.

Here are the components you should check for in your nonprofit marketing plan.

Overview of The Organization

When crafting your plan, start with the basics of your organization. Think about the foundation on which your organization is built. Then, define elements, such as your:

  • Mission statement — Your mission statement should summarize why your organization exists, the audience you serve, and how you serve them. Mission statements provide direction for your team members and remind supporters of your nonprofit’s purpose. For example, the ASPCA’s mission statement is “to provide effective means for the prevention of cruelty to animals throughout the United States.”
  • Key stakeholders and nonprofit staff structure — Define both internal and external stakeholders, including board members, paid staff, program directors, volunteers, donors, customers, and members. This helps you define your audience, assign responsibilities, and reach out to third parties who may need to be consulted.
  • Goals — What exactly is your organization hoping to accomplish? Outlining both long-term and short-term goals can be helpful for your nonprofit marketing plan. This ensures that immediate objectives help support your overarching annual plan.
  • Priorities — As you outline your goals, rank them in terms of priority. For instance, if your nonprofit sells products or services, you may need to decide which of your offerings to focus on promoting. You might heavily market new product offerings to bring in new customers or focus on your staples to grow and retain your core base.

Communicating the basics of your organization will give everyone a solid understanding of your mission and what your marketing campaign hopes to accomplish. In turn, your messaging can communicate those aspects accurately.

Audience Overview

Your goal should be to motivate your audience to take action, and that starts with knowing who you want your marketing to reach. As you fill out this section of your nonprofit marketing plan, define the following elements:

  • Current audience — What types of people currently support your organization? Look at your nonprofit’s database and determine if there are any commonalities. List out the types of people and entities that consistently donate, buy from, and support your organization.
  • Target audience — Who are the people you are trying to reach? For each marketing push, you should have a specific audience in mind. For example, a nonprofit selling professional development courses might serve both individuals and organizations and would need to determine how to market to each group separately.

You create personas for prospective customers using data about your current customers, like their ages, traits, employers, preferred communication methods, and giving preferences. Knowing who currently supports your work and who else you’d like to reach will enable you to connect with the widest audience possible. Even if you already have a strong base of support, you likely want to grow your organization, which is where defining your target audience comes in handy.

Messaging and Communication

Think critically about how you want to present your nonprofit in its messaging. This will set the tone with your audience and establish your brand image. Some key communication elements you’ll want to define in your nonprofit marketing plan include:

  • Language and tone — Make sure your language and tone match your mission and audience. For instance, if your organization is focused on education and helping children, you might take on a more friendly and casual tone. Consider including some examples of phrasing or word choices in your plan to make it even easier for your marketing team.
  • Calls to action — With your nonprofit’s goals in mind, what are the types of actions you want your target audience to complete? This can range from giving a gift, buying your products and services, signing up for newsletters, or taking another action to show support.
  • Branding, color, logo, font — While the aesthetics of your marketing materials might not seem as important as your messaging, it’s crucial that your branding and other design factors are consistent. This ensures that audience members can recognize your organization as soon as they see your marketing content.
  • Tactics and marketing channels — How are you going to use your audience and messaging to promote your mission? Your nonprofit marketing plan should outline specific tactics (like donor-segmented email lists) as well as the channels you’ll use.
  • Marketing calendar — You’ll likely release content and launch campaigns throughout the year, so it makes sense to include a marketing calendar within your dedicated plan. Schedule email blasts, social media posts, blog publications, and any other marketing materials that will be released.
  • Reporting and analytics method — No marketing plan is complete without a valid way to track performance. Make sure you have reporting and analytics set up so that you can follow a campaign’s success and learn about the tactics that made it thrive and the factors that can be improved.

It’s easy to look at these components and think you can fill them out at once. However, it actually takes careful planning and data analysis to accurately determine factors like the most valuable goals to target and which marketing channels to use.

8 Steps to Create a Nonprofit Marketing Plan

With the basic elements of a solid plan in mind, you can move forward with drafting your plan. We’ll break it down into eight easy steps, ensuring you include all of the essentials.

Follow these steps to craft your nonprofit marketing plan.

1. Review Past Performance.

Before you really get into the nitty-gritty of your nonprofit marketing plan, take a moment to reflect on your current standing and past performance. To ensure your marketing plan is as valuable as possible, determining what has and hasn’t worked in the past is your best bet.

Review your previous marketing efforts and ask yourself the following:

  • Did you achieve your desired goals and objectives?
  • What was the most successful part of this strategy or campaign?
  • What KPIs did we track? Did they accurately represent the campaign’s success?
  • What didn’t go as expected with the campaign?
  • What could we do differently in the future, or what strategies should we test to improve performance next time?
  • What strategies and outlets should we use again in future campaigns?
  • Can any marketing materials (such as photographs, videos, or written content) be repurposed for future campaigns?

Analyzing data, having a sense of your past efforts, and determining the gaps in your strategies will help determine how you can improve your next campaign. If you’re not sure where to start, consider working with a nonprofit marketing consultant.

How to Conduct A Nonprofit Marketing Audit

Along with reviewing past performance, you can even conduct a more in-depth marketing audit. Start by collecting various marketing assets and resources. That way, you’ll have all the information in one place and will be better able to consider your options.

From here, we recommend conducting a SWOT analysis. This method is a strategic planning technique used to help a person or organization identify strengths, weaknesses, opportunities, and threats related to competition or project planning.

Here’s a breakdown of this approach:

This graphic explains how to conduct a SWOT analysis when creating your nonprofit marketing plan.

  • Strengths: List anything your nonprofit excels at and separates it from other similar organizations. These might include an exceptionally loyal base of donors, a skilled staff, or unique services.
  • Weaknesses: This refers to the internal characteristics of the organization that put it at a disadvantage compared to its competitors. This category could include things such as vacant staff positions, a lack of name recognition, or limited resources.
  • Opportunities: This refers to external factors that could be beneficial to the organization. These could include things such as grants received, a growing market, or new technology.
  • Threats: Name any external factors that could negatively impact your work. For example, these could include a reduction in government funding, an increase in competition, or economic turbulence.

Knowing what’s actively working to help you and what’s working against you will help you craft a holistic nonprofit marketing plan. After completing your analysis, create an action plan based on what you discovered in your audit. What’s working? What could be improved? Where are the gaps? What’s your unique value proposition that other organizations can’t bring to the table?

In many cases, your internal marketing team can successfully conduct a marketing audit. If this is your first time or you don’t have an established team yet, consider working with a professional marketing consultant.

2. Establish SMART Goals for Your Nonprofit Marketing.

Once you have an idea of your past marketing performance, your current resources, and relevant data trends, you can move forward with setting actionable goals.

Your goals should be carefully chosen and aimed to drive meaningful conversions that support your overall mission. That’s why we recommend using the SMART goal-setting method:

Use this SMART Goal chart to guide your nonprofit marketing.

  • Specific: Your goal should be as specific as possible — focus on one thing rather than trying to accomplish multiple things at once. If it’s a fundraising goal, set a monetary amount; if it’s a conversion goal, determine the rate at which you want to increase actions.
  • Measurable: Goals are only useful when you can measure their success and progress. Make sure your goal has metrics attached that allow you to assess your progress toward your goal. This way, if you notice rates dropping, you can adjust your strategies.
  • Attainable: To push your team while ensuring you can achieve your goals, look at your past results, and aim for a slightly higher objective. If your goals are so high they seem impossible to reach, they can be demotivating. For example, if you currently only have 10,000 Instagram followers, it’s much more attainable to set a goal of increasing that number to 20,000 than 1 million followers.
  • Relevant: Your goals should be stepping stones to fulfilling your organization’s mission. Make sure that every goal you set is helping you get where you want to go.
  • Time-based: Making sure you have a deadline for when you’d like to meet your goal further motivates you to achieve it. Even if you don’t accomplish your goal by the deadline, this information can help you plan future campaigns and strategies.

Following this framework will allow you to set clear objectives that drive action. Otherwise, you may end up with overly generic goals like “raise more donations” or “get more social media followers.”

Examples of SMART Marketing Goals

If you need help brainstorming potential primary goals, here are some core ideas to kickstart your creativity:

  • Acquire new donors, volunteers, or members
  • Sell your products, programs, or services
  • Attract new corporate sponsors and strengthen existing partnerships
  • Become a thought leader in your area of expertise
  • Raise awareness for your mission

Note that you’ll need to take these primary goals and get more specific to give your team concrete numbers to work toward.

Let’s look at a more specific example. Here’s an example of a SMART goal you might set for your nonprofit to increase awareness of animal welfare:

“By the end of this year, we’ll aim to increase email list sign-ups from 1,000 to 1,300 subscribers. In turn, we’ll raise awareness of shelter overcrowding and animal homelessness. To track our progress, we will record sign-ups and create reports biweekly.”

Or, for a nonprofit looking to earn new customers, a goal might be:

“This year, our organization will expand sales lead from search engine traffic by 20% through a dedicated SEO strategy. Our primary metric will be conversions, but we will also track overall traffic and keyword rankings.”

These goals are time-based, have specific and attainable targets, are relevant to the organization’s missions, and include how their success will be measured.

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The title of this article, How to Apply for Google Grants: Easy Steps for Approval

How To Apply for Google Grants: 4 Easy Steps for Approval

Are 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.

Whether you’re an advocacy organization looking to boost petition signatures or an animal shelter aiming to increase volunteer signups, Google Grants can empower your nonprofit to broaden its reach, enhance its search visibility, and drive conversions at exponential rates. As long as you meet all of the Google Grant requirements and follow the proper steps, you’ll get your application approved in no time.

In this guide, we’ll dive into the basics and steps of how to apply for Google Grants! Here’s what we’ll cover:

At Getting Attention, we’re a Google-certified Google Ad Grant Agency devoted 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. Let’s start our journey by answering some of the most common questions that nonprofits have about the program.

If you’re not sure how to apply for Google Grants or need some support during the process, find out if you're eligible now! Get a free consultation.

Google Grant Application FAQs

Before diving into the required steps for applying for Google Grants, 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. The grant supplies eligible organizations with $10,000 in Google Ad credits every month to put toward driving traffic to their websites’ most important content.

Since Google generates more than 80% of desktop search traffic in the United States alone, this program has the potential to boost your nonprofit’s visibility and generate more support for your cause. All you have to do is follow the required Google Grant application process and get approved.

Google Grants can benefit nonprofits in a variety of ways, including:

These are the benefits you can expect from successfully applying for Google Grants.

  • Increasing conversion rates
  • Attracting new donors, volunteers, and other prospects
  • Engaging and strengthening relationships with existing donors
  • Marketing multiple ad campaigns simultaneously
  • Analyzing and tracking campaign performance
  • Learning the needs of online supporters and how they prefer to engage

Action Against Hunger is one of many nonprofits that have benefited from the program, driving 158,000 visitors to its website and raising over $66,000 in just 12 months thanks to Ad Grants. However, the Google Grant has several specific guidelines that determine an organization’s eligibility to participate in the program.

How do I get a Google Grant?

There is a pretty lengthy Google Grant application process that your nonprofit must follow, from verifying eligibility to creating relevant accounts to producing 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. To save time and ensure that your application gets approved the first time around, consider getting guidance from a Google-certified Google Grant experts like Getting Attention.

How long will it take to apply for Google Grants?

The actual Google Grants application itself doesn’t take long to fill out or get approved. However, you’ll need to complete some pre-qualifying steps that may take some time.

For instance, if you’re already registered with Google for Nonprofits, the Google Grant application process will likely take anywhere from 2 to 14 days. Otherwise, you’ll need to apply and await for approval for a Google for Nonprofits account first.

Google Ads inspire people to donate, sign up for your nonprofit's emails, and more. Read the guide!

4 Steps to Apply for Google Grants

To set you up for success, let’s explore each step in the Google Grants application process in more detail:

These five steps walk through how to apply for Google Grants and get approved for the program, discussed in detail below.

1. Check your Google Grants eligibility status.

To qualify for a Google Ad Grant, your organization must meet several criteria. Check your eligibility upfront to ensure that the time and effort you invest in the application process pay off.

Before you start learning about how to apply for Google Grants, take a look at these criteria to determine your eligibility.

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:

  • A current and valid charitable status, which in the United States means registering as a 501(c)(3) organization with the IRS.
  • functional website containing valuable content that is relevant to the nonprofit’s mission.
  • Adherence to Google Grant program policies, including registration with Google for Nonprofits.
  • An SSL (Secure Sockets Layer) certificate, indicating that your online domain is secure.

Outside of these eligibility requirements, there are specific types of nonprofits that are ineligible, regardless if they meet the above requirements. These include:

  • Government entities and organizations
  • Hospital and healthcare organizations, though nonprofits working in the healthcare space (such as breast cancer research or Alzheimer’s awareness organizations) are still eligible
  • Schools, academic institutions, and universities, though philanthropic arms of educational institutions still qualify

If your organization falls within one of these ineligible 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.

However, if your organization does not fall into one of the above categories, you’re free to apply for the Google Ad Grant! For example, if your church is looking to reach out to the community for more congregation members, consider applying for this program.

Additional Google Grant application requirements

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 meet before you officially get started.

Some of the most important Google Ad Grant requirements include:

  • Having a fully-functional website to which the ads placed on the Google results page will link.
  • Ensuring your site does not already contain revenue-generating ads, such as Google AdSense.
  • Having the ability to manage Google Ads campaigns, meaning you’re able to evaluate keywords for relevancy, accuracy, and timeliness on a regular basis.

Doing as much preparation as you can upfront will help you move through the actual application much quicker.

2. Create a Google for Nonprofits account.

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:

  • The YouTube Nonprofit Program, which empowers nonprofits to spread the word about their organization through visual storytelling. Using videos as a method for telling your nonprofit’s story will inspire empathy for your cause, form connections within your community, educate mass audiences, and much more.
  • Google Earth and Maps, which helps share compelling data visualizations and highlight your organization’s impact.
  • Google Workspace, which offers complimentary access to Google’s most useful apps, such as Gmail, Docs, Drive, Calendar, and Meet.

As you begin applying for Google Grants, these are the apps you'll have access to through Google for Nonprofits.

If this seems like an offer you can’t refuse, follow these steps to successfully apply for a Google for Nonprofits account:

  1. Visit the Google for Nonprofits registration page.
  2. Agree to Google’s non-discrimination statements.
  3. Fill out the subsequent forms, including contact and organization information.
  4. Submit your request and await a response!

When you request a Google for Nonprofits account, Google’s verification partner, Goodstack, will verify your organization’s eligibility.

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 updates about your account, which also include any outreach about your Google Ad Grants account once you get it up and running.

3. Prepare your website for your Google Grant application.

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. Beyond getting your Google Grant application approved, improving your nonprofit’s website will help you develop much more valuable ads that users will actually interact with.

Let’s explore a few website optimization tips that will maximize your application chances.

Include your EIN and mission statement

Google requires you to have a clear description of your organization, its mission, and its activities on your site. Doing so is not only crucial for getting your Google Grant application approved, but it also improves your credibility with website visitors 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 an event, or sharing any sensitive information with your team.

You can display your EIN by including it in your website’s footer, so it will automatically show up on every page of your site without interfering with your website’s design.

Implement the proper security measures for your website

To meet the Google Grant requirements, your nonprofit’s website needs to be secure and trustworthy. The main way to do this is by securing an SSL (Secure Socket Layer) certificate. This encrypts 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.

You can check whether a website is encrypted 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 as ‘Not Secure’ in the address bar. Not having an SSL certificate is a quick way to turn visitors away from your website, since they’ll automatically consider your site to be untrustworthy.

As you learn how to apply for Google Grants, note that you'll need to obtain an SSL certificate for your nonprofit's website.

Additionally, having an SSL certificate is an effective way to improve your organic traffic. According to Google’s Transparency Report, Google Chrome users on Windows, Android, and Mac all spend over 90% of their browsing time on HTTPs sites. Google, among other search engines, uses SSL certification as a ranking factor. 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.

Optimize your site

Overall, your website should be visually attractive, easy to navigate, and filled with valuable content. To optimize your website and maximize your Google Ads conversions, focus on these primary areas:

  • Landing pages. Your landing pages are the most common pages you’ll promote via Google Ads. This might include your donation form, volunteer signup page, or event registration page. Since you’re driving traffic to these pages, you want to optimize them to inspire users to actually fill them out.
  • Load times. 40% of users will abandon your site if it takes more than three seconds to load. You can quicken your load time by compressing your images, reducing the use of third-party plugins, and minimizing the amount of unnecessary code on your site.
  • Navigation. Keep visitors on your site by only putting your most important pages in your navigation menu and consider including a search feature for all other content.
  • Branding. If a user clicks a link and thinks they’ve somehow ended up on another site, that can come across as untrustworthy. Make sure every page on your site aligns with your nonprofit’s brand by including your official colors, logo, and voice.

Is your nonprofit’s website ready for your Google Grants application? Download our Google Grants website checklist to find out.

Professional help is the most reliable resource for making the most of your site through Google Ad Grants. A Google Grants agency like Getting Attention that’s a recognized Google Partner will ensure that your website is up to par and optimized for the user experience.

4. 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! You can find the most up-to-date activation steps in your Google for Nonprofits account. Here’s what the process currently looks like:

Here's how to apply for Google Grants once you've created your Google for Nonprofits account.

  1. Log into your Google for Nonprofits account.
  2. Click ‘Products’ and then ‘Get Started’ under Google Ad Grants.
  3. Click the eligibility form link. This will prompt you to fill out an assessment with basic information such as your nonprofit’s official name, website URL, and details regarding your goals with the program. This should only take around 20 minutes.
  4. Return to the Google for Nonprofits homepage. Click the checkbox to verify you’ve completed the form. Then, hit ‘Activate’ to submit your organization for review by the Google Ad Grants team. Normally, they’ll review your application within a few business days.
  5. Accept the invitation. Once you’ve been approved, accept the email invitation from the Google Ad Grants team. From here, start running your Google Ad campaigns and automatically receive $10,000 in ad credits per month so long as you maintain compliance with the program’s rules.

At this point, you’re all ready to start creating your campaigns, spreading your message, and connecting with new prospects online.

Advice for completing your Google Grant application

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 you’ll have clear next steps on how to get approved.

Some best practices for maximizing your chances of success include:

  • Not entering any credit card information, even if prompted to do so. If you receive any emails or any pop-ups requesting payment details, don’t provide any. There will likely be a red bar at the top of your Google Grant Application, but you should ignore it. Sharing billing information means you’ll be setting up a paid standard account, not a Google Grants account.
  • Noting your customer ID number within your Google Ad Grant account. You can find this in the top right corner of the page, written in this format: XXX-XXX-XXXX.
  • Putting thought behind the eligibility form questions. Some questions have a straightforward answer (such as your nonprofit’s website URL). However, the form also asks questions that will impact your Google Grant experience, such as how you’d like to learn more about the program. Think through what will be most useful for your organization so the Google Grants team can tailor the program to your preferences.

If you’re still confused about the process 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 entire Google Grant application process for you!

What to Do When Your Google Grant Application Gets Approved

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-certified grants agency, here are the immediate next steps your team should take after getting approved:

Configure your Google Ads account

To start leveraging your grant money, you must set up your first few campaigns. Within Google Ads, you’ll find the Campaigns tab on the navigation bar to the left.

Keep these tips in mind to configure a well-organized account:

  • Follow the required account structure. Within each of your campaigns, you should have at least two ad groups. Within each ad group, you should have at least two active ads.
  • Do plenty of keyword research. To choose ideal keywords for your campaigns, pinpoint search queries that receive a decent bit of monthly traffic and relate to your mission. Google even has a keyword quality score tool that will check the expected CTR, ad relevance, and landing page experience for your different campaigns.
  • Use sitelink assets. These will allow you to link to specific parts of your website below your ads. This gives users additional options to click and interact with your cause. Typically, these include other pages relevant to the ad, like donation or volunteer signup pages.

After you’ve learned how to apply for Google Grants and gotten approved, enable sitelink extensions to fulfill the program requirements.

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

To ensure your account remains in good standing with the program’s rules, keep an eye on these essential components:

  • Account activity. Log into your account at least once a month and update it every 90 days to prove to Google that you’re still using the grant funding.
  • Ad relevance and geotargeting. Be sure that your ads have specific relevance to their audience. You can do this by including geotargeting, so Google knows their users are receiving ads relevant to them.
  • Monthly keyword evaluation. Google requires a Keyword Performance Report once a month to ensure that you are optimizing your keywords for the best results.
  • A minimum of 5% click-through rate (CTR). You must have at least a 5% CTR, starting at 90 days post-approval. This ensures that your ads are actually useful to users and relevant to their search intent. Accounts that fail to meet this requirement will be notified, and if they fail to meet a 5% CTR for two consecutive months, those accounts will be suspended.

Google implements these requirements 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

To see meaningful results from this marketing grant, you need consistent upkeep, performance tracking, and compliance with Google’s official account requirements. 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.

From application assistance to ad creation, Google Grant agencies that are official Google partners like Getting Attention will ensure your success every step of the way. Some valuable areas of assistance include Getting Attention offers include:

Our professional agency will make sure you understand how to apply for Google Grants and assist you throughout the ongoing management process.

  • Assistance With Applying for Google Grants: Our agency will check your eligibility and then provide guidance for completing your Google Grant application. There’s no need for you to even understand how to apply for Google Grants beforehand since we’ll walk you through the entire process!
  • Strategy Creation: We’ll help you pick goal-oriented conversion actions, such as donations, volunteer sign-ups, and event registrations. That way, your ads will be focused on advancing your mission.
  • Ad Creation: Our Google Ad pros will create ads that promote your mission to likely supporters. Each ad will be backed by effective keyword research, so you can reach your target audience.
  • Routine Account Optimization: We’ll keep an eye on your ad performance to adjust bid strategies, tweak ad copy, and ensure compliance with Google’s rules.
  • Monthly Data Reporting: Your nonprofit will have insight into results with transparent reports that highlight metrics like conversions, CTR, and ad spend.

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

The Google Grants program is 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.

In the meantime, learn more about the program and maximize the success of your ad campaigns with these great resources:

Our experts can verify your nonprofit's eligibility and walk you through the Google Grants application process. Get a free consultation!

The title of the article, How To Promote A Fundraiser: Ideas To Boost Donations.

How To Promote a Fundraiser: 10 Ideas To Boost Donations

A successful fundraiser doesn’t just happen. It needs strong promotion to attract donors, rally supporters, and build momentum. Whether you’re hosting an in-person event, a digital fundraising campaign, or a grassroots effort, getting the word out is essential.

Reaching the right audience and inspiring them to take action requires a thoughtful strategy and the right marketing techniques. But with new marketing platforms and donor engagement strategies popping up each year, how do you ensure your fundraiser stands out? This guide will walk you through the essentials of how to promote a fundraiser using both digital and offline methods. We’ll cover the following:

No matter what type of fundraiser you’re running, effective promotion requires planning and strategy. It’s easy to feel overwhelmed by all the moving parts, but the right approach can set you up for success.

Google Ads inspire people to donate, sign up for your nonprofit's emails, and more. Read the guide!

Types of Fundraisers to Promote

Knowing how to promote different types of fundraisers is key to maximizing engagement and reaching the right audience. Fundraisers come in many forms—some rely on in-person events and community participation, while others leverage digital platforms to reach a wider network of supporters. Whether you’re promoting your donation page or inviting people to charity run, each type requires a tailored marketing approach to ensure success.

Let’s explore the most common types of fundraisers to promote.

Nonprofit Digital Fundraising Campaigns

A nonprofit digital fundraising campaign is a strategic fundraising effort conducted online to achieve a specific goal within a set timeframe. It leverages digital fundraising tools and online marketing channels to engage supporters, collect donations, and maximize impact.

With over 5.5 billion internet users worldwide, your potential donors are just a click away. A well-planned digital fundraising campaign that’s promoted effectively can make your nonprofit experience the following benefits:

The benefits of effective fundraiser marketing for digital fundraising campaigns, which are written below.

  • Expand your reach and raise awareness. Digital fundraising campaigns help share your mission across multiple online channels, reaching supporters worldwide. Potential donors everywhere can engage with your content and give to your campaigns, helping you form relationships with diverse supporters.
  • Lower fundraising costs. Often, digital fundraising campaigns have lower overhead costs than in-person campaigns. In-person fundraising often involves renting an event venue, purchasing print materials, and paying other costs that aren’t necessary for digital fundraising.
  • Increase supporter engagement. Nonprofit digital fundraising campaigns often occur over a long period of time and involve activities that encourage long-term involvement. With a digital fundraising campaign, your supporters have the opportunity to play a huge role in your success and marketing potential by reposting your messages and directing friends and family to your donation page.
  • Draw attention to programs and initiatives. Nonprofits often raise funds for specific needs. Launching a digital fundraising campaign can be the perfect conduit for raising funds for specific programs and projects to help your beneficiaries.
  • Collect valuable data. An important part of fundraising is seeking opportunities and information to improve your nonprofit’s future campaigns. With digital fundraiser marketing, you can easily collect and analyze data to assess what you can do better for your next campaign. Over time, you’ll find that your digital fundraising campaigns generate greater impact.

While the main goal of a digital fundraising campaign is to generate revenue, you can also raise awareness of your mission and build your reputation along the way. Digital fundraising campaigns can do wonders for your mission and your nonprofit’s larger public image. You just need to use the right fundraiser marketing tools to power these fundraisers.

Fundraising Events

Fundraising events are a powerful way to engage supporters, build community, and generate donations. Whether in-person, virtual, or hybrid, events create opportunities for interaction and storytelling that inspire giving.

Popular types of fundraising events include:

  • Galas. These high-energy gatherings can attract major donors and adapt to fit either the virtual or offline space. Host additional fundraising activities like raffles, and encourage online engagement by livestreaming entertainment and speakers. By offering online options, you’ll sell even more tickets than you would for an in-person event since people can attend from any location.
  • Auctions. Auctions give donors fun prizes in exchange for their contributions. Procure high-value items to auction off and invest in a remote auction tool that allows attendees to conveniently bid on items they’re interested in if you’ll allow online participation. You can even promote your fundraiser by posting unique or valuable items to your social media pages.
  • Walkathons and runs. Bring your community together with a charity run. Encourage supporters to participate in fundraiser promotion by adding a peer-to-peer fundraising element. They’ll create personal fundraising pages and encourage their friends and family to give in support of their participation.
  • Webinars or panels. Invite nonprofit leaders and experts to discuss topics related to your digital fundraising campaign. Allow attendees to ask questions directly through a live chat. Some guests will be more inclined to participate this way since speaking to a crowd virtually may be less intimidating than asking a question in front of a large in-person audience.

No matter what event you’re hosting, active fundraiser marketing is key. Use social media, email marketing, and community outreach to boost attendance. You can even encourage supporters to invite their loved ones to expand your event’s reach.

Ongoing Giving Programs

Ongoing giving programs provide nonprofits with a steady stream of donations, often through recurring contributions or membership-based fundraising. Consistently promoting fundraisers that are continuous is essential for growth.

Common types of giving programs include:

  • Monthly giving programs. Supporters commit to automated, recurring donations, creating a reliable revenue stream.
  • Sponsorship programs. Donors support specific initiatives, such as sponsoring a child, animal, or community project.
  • Corporate partnership programs. Companies provide financial support in exchange for public recognition, such as their logo on a corporate sponsor page on your nonprofit’s website.
  • Peer-to-peer fundraising. Supporters raise funds on behalf of your nonprofit by creating personal fundraising pages. This puts fundraiser promotion in their hands.

You can promote fundraising programs like these through targeted email campaigns and social media to highlight long-term impact. If you feature them on your website, paid ads are also a great way to promote these fundraisers.

The Elements of Successful Fundraiser Marketing

Successful fundraiser marketing requires a strategic approach to drive donations. From crafting compelling messaging to choosing the right channels, every element plays a role. Let’s explore the key components of an effective fundraiser marketing strategy.

This image lists several elements of successful fundraiser marketing for nonprofits, detailed in the text below.

A Strong Nonprofit Marketing Plan

Even engaging fundraising ideas will fall short if not promoted effectively. A clear, comprehensive marketing plan ensures your team is clear on messaging and timing. Include these elements in your fundraiser marketing plan:

  • Effective messaging: Craft compelling, mission-driven messaging that resonates with your audience and inspires action. You’ll want to gather stories that focus on the donations and the people who benefit from your work.
  • Marketing materials. Develop high-quality content, including emails, social media posts, flyers, and videos, to support your campaign.
  • Clear target audience. Define who you’re trying to reach and tailor your messaging accordingly. Segment donors based on giving history, demographics, and engagement levels to ensure more personalized and effective outreach.

A well-structured marketing plan gives your fundraiser the direction needed to engage supporters and drive donations.

SMART Goals

Set a firm foundation for your campaign by setting well-defined goals. We recommend using the SMART goal framework:

When create objectives for your fundraiser promotion, use the SMART goal framework, which is also defined in the text below.

  • Specific: Clearly outline what you want to accomplish, including the who, what, where, and why of your goal.
  • Measurable: Define success with quantifiable metrics, such as a donation target or number of new donors.
  • Attainable: Set a realistic goal based on your resources, capacity, and past performance.
  • Relevant: Ensure your goal aligns with your nonprofit’s mission and fundraising needs.
  • Time-Based: Establish a deadline to create urgency and hold your team accountable.

Let’s say you’re hosting a fundraising gala. Here’s what your SMART goal might look like:

“Sell 500 tickets and raise $50,000 for our annual charity gala by the end of the event through targeted email campaigns, social media ads, and corporate sponsorships.”

Essentially, be realistic about what you can achieve, but push your team. If you have multiple priorities for your fundraiser, create different goals and list them in order of priority to focus your fundraiser marketing.

Effective Key Performance Indicators

After determining your campaign goals, consider the key performance indicators (KPIs) you’ll use to measure success. Examples include:

  • Total Funds Raised: The total amount of money collected during the campaign
  • Donation Conversion Rate: The percentage of visitors who donate after viewing your campaign page (especially crucial for digital fundraising campaigns)
  • Ad Click-Through Rate: The percentage of people who click on your fundraiser’s ad after seeing it, indicating how relevant your ad is to viewers
  • Average Donation Amount: The average contribution size per donor
  • New vs. Returning Donors: The ratio of first-time donors to repeat supporters
  • Email Open and Click-Through Rates: Engagement with email campaign promoting your fundraiser
  • Social Media Engagement: Likes, shares, comments, and reach of promotional posts
  • Event Attendance: The number of participants for fundraising events

For instance, one of your goals might be to increase the matching gifts you receive online by sharing educational materials. You might measure your digital fundraising campaign’s success based on the number of donors who work at organizations with corporate giving programs and whether you receive a match from their employer.

With KPIs, you’ll have a sense of whether your fundraiser promotion is working and what you could do to improve your results.

Multiple Marketing Platforms

With new marketing platforms emerging constantly, nonprofits have a wide range of tools and channels to promote their fundraisers. Each marketing tool has its own strengths, so carefully research and choose the ones that best fit your strategy. Here are some useful channels, some of which we’ll dive further into later:

  • Google Ads: Targeted fundraising advertising to reach potential donors actively looking for causes to support
  • Instagram & Facebook: Visual storytelling, community engagement, and fundraising tools
  • LinkedIn: Corporate donor outreach and professional networking
  • Email Marketing: Direct supporter communication and campaign updates
  • Website & Blog: Central hub for donations, event details, and impact stories
  • Print Media: Flyers, brochures, and local newspaper ads to spread awareness
  • Direct Mail: Personalized letters and postcards to engage donors
  • Phone Outreach: One-on-one conversations to strengthen donor relationships

Some fundraising platforms have built-in marketing tools to simplify outreach. For instance, your online auction software might offer email and text marketing features to notify participants about new bids, event updates, and donation opportunities.

A balanced approach using both digital and offline channels will maximize your reach. If you’re running a digital fundraising campaign, online marketing channels will be especially useful in reaching donors.

How To Promote a Fundraiser

Depending on your resources and target audience, there are likely tons of digital fundraising marketing trends you can capitalize on. For the ambitious nonprofit professional, you may even try to combine several of these strategies into one campaign!

Let’s explore some of the most effective promotional strategies for you to explore.

This image explains how to promote a fundraiser for nonprofits, written in the text below.

1. Advertise on Google.

Fundraising advertising is an important part of any online campaign, because digital ads can increase brand awareness by 80%. One of the best places to run ads is Google. For a majority of web users, if they have a query they want answered, they’ll turn to Google’s search engine.

Google Ads allows organizations to promote their services, products, digital fundraising campaigns, and other mission-related content in search engine results as well as non-search websites, mobile apps, and videos. Since Google owns around 90% of the global search market share, Google Ads can make a world of difference for your nonprofit.

To help nonprofits with their digital fundraising campaigns, Google offers the Google Ad Grant program. This program offers nonprofits $10,000 in Google Ad credits to spend each month on text ads. Here’s a rundown of the program:

Plus, any eligible nonprofit nonprofit can make use of this grant! It’s not just allocated for a few lucky winners like other grants are. Any eligible nonprofit will receive the grant, and it’s comparatively easy to apply for.

How To Promote a Fundraiser on Google

A Google Ad Grants campaign is one of the best ways to push your digital fundraising campaigns and educational content to a targeted audience without blowing your marketing budget. To maximize your impact with this program, try the following tips:

  • Know your target audience. Understand what your audience is searching for and tailor your ad copy to meet their needs. Beyond keyword selection, Google Ads offers audience targeting capabilities, so you can reach prospective donors based on location, interests, demographics, and other characteristics.
  • Pick the right landing pages. Use your ads to direct users to landing pages that fulfill their needs. For instance, you might direct people searching for nonprofit volunteer opportunities to your volunteer registration page or users searching for ways to support deforestation to an optimized donation page like these nonprofits did:

Different Google Ads that appear for the search "donate to stop deforestation"

  • Optimize your website. Once prospects visit your site, entice them to stay and make a gift to your digital fundraising campaign. Do so by developing professional-looking web content that positions your organization as a trustworthy steward of donations.
  • Track ad campaign performance. Evaluate your fundraising advertising performance by tracking relevant data through Google Analytics, such as click-through rate and average session duration. Regularly tweak ad copy and targeting to drive traffic and clicks.

To fully maximize the Google Ad Grant for your digital fundraising campaigns, your nonprofit needs a solid understanding of digital marketing. If your team lacks expertise, consider partnering with a Google Ad Grant agency like Getting Attention to manage your campaigns, optimize content, and ensure you maximize your grant funds.

Reach your nonprofit's supporters with compelling Google Ads for your digital fundraising campaigns. Get a free consultation!

2. Leverage Email Marketing.

Email outreach generates approximately 28% of all online nonprofit revenue, making it a powerful tool for fundraiser marketing. An email series for a digital fundraising campaign will likely span weeks or months to introduce your campaign, build anticipation, and drive donations.

However, email’s popularity can also be a detriment since the average person receives up to 121 business-related emails every day.

Try these strategies to make your nonprofit’s emails stand out in donors’ inboxes:

  • Personalize your messages. Emails with the recipient’s first name in the subject line have higher click-through rates than those that don’t. Use marketing tools to automatically insert names, making your outreach feel more personal (e.g., “Hello David” instead of “Dear Donor”).
  • Segment your audience. Tailor your fundraising appeals based on donor history, location, or engagement level. For instance, you might tailor your donation request to suggest amounts that reflect a group of mid-level donors’ past contributions.
  • Include compelling calls to action. The success of your digital fundraising campaign depends on whether supporters take action. Always include a call to action (CTA) in your outreach. Whether it’s “Donate Now” or “Register for Our Event,” make the action easy with a direct link.

To maximize success, schedule emails for fundraisers in advance. Automate personalization with email marketing tools that integrate with your CRM system to streamline outreach, improve engagement, and run a more effective digital fundraising campaign.

3. Launch A Social Media Campaign.

Whether you’re promoting an in-person event or a digital fundraising campaign, social media is essential for reaching a wide audience. When current supporters share your posts, you’ll reach their friends and family members who share similar values and are likely to contribute.

These platforms have become one of the most meaningful ways for nonprofits to engage with their supporters and release exciting news. In fact, 32% of donors are most inspired to give via social media.

With so many social media platforms out there, it can be difficult to decide where to promote a fundraiser. Carefully consider the following platforms:

  • Facebook. Facebook boasts over 3 billion monthly active users, making it perfect for posting fundraiser announcements, sharing campaign updates, and inviting supporters to events by creating a Facebook Event. You can also take advantage of Facebook’s fundraising tools to add a donate button to your page and empower supporters to launch their own digital fundraising campaigns for your nonprofit.
  • LinkedIn. This online professional network is a perfect place to post updates about your organization and connect with viable volunteers or employees. It’s also a great place to find potential corporate sponsors for your digital fundraising campaigns.
  • Instagram. This social media platform focuses on images and short videos, both of which offer great opportunities to connect emotionally with your supporters. Develop professional and creative visual content to draw attention to your events and digital fundraising campaigns. Your followers can easily comment on your posts and interact with your Stories.
  • TikTok. While a majority of Facebook and Instagram users are ages 18 to 34 and LinkedIn users are even older, TikTok users are much younger. This social media platform is perfect for connecting with Gen Z through short-form video content. There are tons of viral trends to try out, so consider sharing your nonprofit’s messages in these fun formats.

Across these platforms, use hashtags, Stories, polls, and more to drive engagement. Get creative with your content, such as by posting beneficiaries’ testimonials or behind-the-scenes footage of fundraising events.

Rather than trying to master all of these channels, we recommend focusing on the platforms where you already have a following or where supporters are active. With each post, aim to bring attention to your fundraiser and work, encouraging your audience to donate.

4. Create Meta Ads.

Meta Ads (formerly Facebook Ads and Instagram Ads, respectively) are an effective way to promote a fundraiser to a targeted audience. With billions of active users across Facebook, Instagram, and Messenger, you can tap into these platforms to drive awareness and donations for your cause. The key to success is creating compelling, targeted ads that resonate with your audience.

Here are some strategies for using Meta Ads effectively:

  • Target specific audiences. Use Meta’s targeting features to narrow your audience by demographics, interests, and behaviors. For example, target people who have previously interacted with your nonprofit or shown interest in similar causes.
  • Create engaging ad content. Develop ads with eye-catching visuals, videos, and powerful storytelling that connect with your audience emotionally. Make your CTA clear and direct, such as “Donate Now” or “Join Our Campaign.”
  • Leverage retargeting. Meta Ads also offer the ability to retarget users who have engaged with your content but haven’t yet donated, increasing the likelihood of conversion.

Check out this example ad on Facebook for Doctors Without Borders:

An example of a fundraising advertising campaign from Doctors Without Borders.

This ad was part of its GivingTuesday campaign and encouraged supporters to donate within a certain time frame to receive a match from a campaign sponsor. This fundraiser advertising campaign led to $72,000 with a 2.8x return on ad spend.

When set up correctly, Meta Ads can help expand your nonprofit’s reach, drive traffic to your donation page, and engage a larger group of potential supporters. Unlike Google Ads, Meta Ads doesn’t offer discounts to nonprofits, though.

5. Encourage Donations with Matching Gifts.

Matching gifts are a corporate philanthropy initiative in which employers financially match donations that their employees make to eligible nonprofit organizations. In a nutshell, here’s how they work:

  1. Someone donates to your nonprofit.
  2. They research their eligibility and submit a matching gift request to their employer.
  3. The company also donates to your nonprofit based on a fixed match rate. Companies will usually match gifts at a 1:1 (or dollar-for-dollar) ratio.

While valuable, not all eligible donors know about this opportunity! In fact, Double the Donation estimates that $6 to $10 billion in matching gift funds go unclaimed each year, primarily because of a lack of awareness.

On the bright side, roughly two to three billion dollars are donated through matching gifts annually, and there’s been an increase in companies offering matching gifts to their employees over the last three years as well, from 12% to 51%.

How To Promote A Matching Gift Fundraiser

If you want to conduct a digital fundraising campaign focused on matching gifts, either encourage donors to check their eligibility for their companies’ programs or find a sponsor for a matching donation challenge. In the latter option, a major donor or a company will promise to match any and all donations during a set time frame.

Alternatively, to encourage individuals to check into their employers’ programs, launch a matching gift awareness campaign. Here’s how to do that successfully:

  • Create a dedicated matching gift page. Include all the information needed to answer the frequently asked questions your donors have. Be sure to link to your donation page to make it convenient for supporters to make a gift and have it matched.
  • Bring together a matching gift team. This team will ensure that eligible gifts are matched. You might even invest in a matching gift software solution to help your team track and follow up with eligible donors.
  • Incorporate matching gifts in the giving process. You can do this by embedding a searchable matching gift database into your donation page so that donors can quickly look up if their employer will match their gift.

As you incorporate matching gifts in your digital fundraising campaign, keep track of those who submit matching gifts and where they work. This can help uncover other eligible donors and ensure future matches don’t go unclaimed.

6. Rely on Supporters With Peer-to-Peer Fundraising.

Peer-to-peer fundraising leverages your supporters’ passion and energy. It’s one of the most valuable ways to promote your nonprofit’s mission and reach new prospects. In fact, nearly 40% of Americans have donated due to a friend or a family member’s request.

Here’s how this type of digital fundraising campaign works:

  1. Recruit passionate volunteers to fundraise on your nonprofit’s behalf.
  2. Set each volunteer up with a personal fundraising page, so they can collect donations and share what your organization means to them.
  3. Participants share their page with friends and family.
  4. Individuals donate to your nonprofit’s digital fundraising campaign by contributing to their loved one’s peer-to-peer page.
  5. Your peer-to-peer software tracks how much each fundraiser raises to make a friendly competition out of it!
  6. Show your appreciation by thanking your volunteers when the campaign is over.

Ensure your staff members are available to answer questions and assist volunteers so that they have a positive experience as they help you fundraise.

7. Create A Text Fundraising Campaign.

Text fundraising is a form of digital fundraising for connecting with your supporters through their most frequently used devices, their mobile devices. Donors simply text a short code or a donation amount to your organization’s assigned number. With a text fundraising tool, you can:

  • Send marketing messages directly to mobile phones.
  • Accept gifts through text messages.
  • Thank donors who have given.

Beyond using texting as your fundraiser, you can promote other fundraisers with text marketing. Send short, impactful texts to announce events and digital fundraising campaigns they can contribute to like this:

An example of a text exchange for fundraiser marketing

This is a valuable way to establish consistent communication. Just make sure you have their permission to send texts. You can get each donor’s preferred cell number and their confirmation to opt into texts when they sign up for opportunities.

8. Leverage Corporate Partnerships.

Your corporate partners can promote fundraisers to their employees and customers to expand your reach. They might post on social media, highlight your fundraiser in an email, or even post a flyer on a bulletin board in their storefront.

If you don’t already have corporate partners, start by identifying local businesses with similar values and audiences. For instance, an animal shelter might partner with a pet supplies store. Once you’ve established a partnership, work together on cross-promotion. Ask your partners to share your campaign across their marketing channels by featuring it in their newsletters, on social media, on their websites, or among their employees.

In return for them promoting fundraisers, offer them prominent branding opportunities at events, on your website, and across marketing materials.

9. Create Compelling Flyers

Flyers are a great way to promote a fundraiser in your local community. Design eye-catching flyers that convey key information, such as the event date, location, or how to donate. Include a strong CTA, clear contact details, and a website URL or QR code to easily contribute. Keep the design simple but impactful, using bold fonts and visuals that grab attention while conveying your message quickly.

Distribute these flyers in high-traffic areas like community bulletin boards, local businesses, and schools. You can also target previous donors by sending them in the mail.

10. Reach Out to Local Media Outlets

Media coverage can greatly expand your fundraiser’s reach. Reach out to local newspapers, radio stations, and TV stations to promote your campaign. Write a compelling press release that highlights the impact of your fundraiser and its impact.

Many local media outlets offer public service announcements (PSAs), which are free ads for organizations. Nonprofits often qualify for PSAs, especially on community radio stations, due to Federal Communications Commission (FCC) rules.  Consider also working with local journalists to feature stories about your cause or upcoming event. By leveraging local media, you can promote and increase community support for your fundraiser.

Examples of Successful Fundraiser Marketing

Now that you know of the variety of strategies for promoting fundraisers, let’s take a look at some successful digital fundraising campaigns. Fundraisers can take a variety of shapes, and you can create successful campaigns by learning lessons from other great marketing and advertising examples.

These concrete examples will show you how to promote a fundraiser like yours.

1. ALS Ice Bucket Challenge

The ALS Ice Bucket Challenge went viral in 2014. It challenged participants to pour a bucket of ice water over their heads to promote awareness of amyotrophic lateral sclerosis (ALS) and encourage donations to research associations. The ALS Ice Bucket Challenge allowed the ALS Association to increase its annual funding for research around the world by 187%, and it was all thanks to effective fundraiser marketing.

The success of the ALS Ice Bucket Challenge was driven by its clever marketing strategy, which leveraged social media and user-generated content to create a viral movement. By encouraging participants to challenge their friends, the campaign spread quickly, generating massive visibility while encouraging donations through a fun experience.

2. The Red Cross’s Haiti Earthquake Relief Effort

The Red Cross held this digital fundraising campaign in 2010 to help Haitians affected by the earthquake by providing food, water, shelter, medical care, and other essentials. This campaign implemented a text fundraising strategy by asking supporters to “Text HAITI to 90999” to donate $10. The Red Cross raised tens of millions of dollars to help more than 4.5 million Haitians, making this digital fundraising campaign a huge success.

The Red Cross’s Haiti Earthquake relief campaign capitalized on the convenience of mobile giving, making it easy for people to donate directly from their phones. The campaign’s use of high-profile media coverage and celebrity endorsements further amplified its reach, encouraging widespread participation and rapid fundraising support.

3. Children’s Miracle Network Hospitals’ Extra Life Campaign

The Extra Life campaign is an annual digital fundraising event held by the Children’s Miracle Network Hospitals. Participants sign up to play games from home or online and ask friends and family to donate in support. There are Game Days every year, and the funds raised go towards helping children get the medical care they need.

The Extra Life campaign is effectively marketed through a combination of social media engagement, influencer partnerships, and gaming community outreach. The nonprofit even offers a charity stream toolkit, such as stream overlays, flyers, and graphics. By tapping into the gaming culture and encouraging participants to share their fundraising efforts, the campaign has successfully built a dedicated and growing community of supporters.

Additional Resources for Promoting Fundraisers

If you’re looking to boost your fundraising efforts, engage your supporters, and reach new prospects, learning how to promote a fundraiser is key. Don’t just rely on sharing your donation page for a digital fundraising campaign. Use the strategies outlined above to amplify your fundraiser and create lasting connections with your audience.

To continue becoming an even better fundraiser, explore these free resources about marketing:

Google Ads amplify your nonprofit's website to supporters. Our experts can help you create powerful ads that drive donations and support. Get a free consultation.

While many nonprofits find Google Ad Grants confusing, this guide will clear up any confusion and guide you through improving your account.

Are Google Ad Grants Confusing You? Become an Expert Now!

The Google Ad Grants program provides eligible nonprofits with $10,000 per month to spend on Google Ads. Since its inception, the program has driven over 14 billion clicks to nonprofit websites, boosting donor acquisition, volunteer recruitment, and more. While many organizations recognize the program’s value, some may hesitate to apply simply because they find Google Ad Grants confusing.

To simplify the Google Ad Grants program for your nonprofit, we’ll cover these topics:

At Getting Attention, we provide professional Google Ad Grant support to help nonprofits make the most of this valuable opportunity. We’ll eliminate any confusion surrounding the program so you can start connecting with more committed supporters. Let’s get started!

If you find Google Ad Grants confusing, skip the hard work and let our team manage your Ad Grant for you. Get a free consultation!

Why Are Google Ad Grants Confusing?

Many nonprofit professionals have limited experience regarding their Google Ad Grants accounts, which can lead to missed opportunities over time. Some of the most common roadblocks you may face include:

Nonprofits tend to find Google Ad Grants confusing for these four reasons, detailed below.

All of that said, managing nonprofit marketing grants like the Google Ad Grant doesn’t have to be confusing. Learning more about the program can prevent potential obstacles down the line.

FAQs to Clear Up Google Ad Grants Confusion

Let’s clear up anything that might be making Google Ad Grants confusing for your team with these frequently asked questions.

How much are Google Ad Grants worth?

Google Ad Grants are worth $10,000 per month, which averages out to $329 per day. So far, the program has awarded over $9 billion in free advertising to more than 115,000 nonprofits around the world. You won’t receive the grant in cash, but in the form of Google Ad credits.

Plus, if your nonprofit uses Google Ad Grants to promote your fundraising initiatives, that will make the Google Ad Grant worth even more as more donations start to roll in.

How long does it take to get approved for Google Ad Grants?

Depending on where you are in the process of applying, it may take several weeks to get approved for Google Ad Grants. The application process requires you to:

Nonprofits may find these steps for applying for Google Ad Grants confusing.

  1. Apply for a Google for Nonprofits account.
  2. In your approved Google for Nonprofits account, fill out the Google Ad Grants application.
  3. Wait for an email from the Google Ad Grants team. Accept their invitation and start creating ads.

We recommend that you start the application process as early as possible. If applying for Google Ad Grants still seems confusing to you, our team of experts is here to help you succeed!

Can I have an Ad Grants account and a paid Google Ads account at the same time?

Yes, Google actually encourages nonprofits to create a paid Google Ads account if the program is positively benefiting the organization! Standard, paid accounts are a proven way to expand your impact and gain access to features that are not included with your Google Ad Grants account, such as:

  • Remarketing. This feature allows you to customize your display ads campaign for people who have previously visited your site.
  • Image Ads. This enables you to feature ads with static and animated images on webpages in Google’s Display Network.
  • Video Ads. With this feature, you can create video ads to display on YouTube and across video partner sites.

Your accounts won’t compete with one another since Ad Grants ads already appear below paid ads on search results pages. Your Google Grant ad will be eligible to show if there’s available space, regardless of whether a paid ad is already showing.

Do I have to spend the $10,000 every month to keep my Google Ad Grant?

There are no Google Ad Grant rules regarding how much you have to spend each month to maintain your eligibility. In fact, most nonprofits don’t spend the full $10,000 every month.

The ultimate goal is to drive meaningful outcomes for your mission, not spend as much money as possible. A specialized agency can help you strike the balance between maximizing your monthly ad credits and generating optimal results.

Why does Google have a policy regarding click-through rate (CTR)?

Google requires grantees to maintain a 5% CTR every month. They use this as an indicator of ad quality since it lets them know whether users find the ads relevant to their search query.

While Google Analytics will automatically calculate your CTR for you, you can do so yourself by dividing the number of people who click through to your landing page by the number of impressions (i.e., how many people see your ad). So, if 100 people see your ad and five people click the link to your website, your CTR will be 5%.

Nonprofits may find Google Ad Grants confusing because of the high click-through rate policy, which can be calculated with this formula.

Google recognizes that it takes time to get your account up to speed and understand what compels users to click an ad. That’s why new accounts have a grace period of 90 days to comply with the policy.

How do I use Google Ad Grants effectively?

While there’s room for a lot of flexibility with the Google Ad Grant program, there is a proper account management protocol you should follow to make the most of this technology grant. Effective Google Ad Grant management consists of:

It’s essential to learn these elements of Google Ad Grant management to minimize Google Ad Grants confusion.

  • Choosing the right keywords that will connect you with qualified users searching for causes like yours.
  • Developing effective ad copy and writing three to five compelling ads that are relevant to the keywords for each ad group.
  • Tracking your analytics to determine how well your ad campaigns are performing and what you can improve.
  • Using ad assets to promote additional pages on your site under your ads.
  • Conducting A/B tests to determine the specific elements that drive users to click through.
  • Choosing appropriate landing pages to promote and optimizing them to compel users to take the desired action.

To ensure success and free up your staff resources, consider reaching out to a dedicated Google Ad Grant agency to have them effectively manage your account for you.

5 Confusing Google Ad Grants Marketing Challenges

Alongside their unique benefits, Google Ad Grants can bring about some unique marketing challenges. Let’s walk through five confusing challenges that nonprofits often face with the program.

A chart explaining common mistakes and resolutions based on what nonprofits commonly find confusing about Google Ad Grants.

1. Failing to meet Google Ad Grants guidelines

Some nonprofits may not understand how to meet all of the Google Ad Grants guidelines. Failing to follow these requirements can result in a temporary suspension of your account or loss of the Google Ad Grant.

Here’s a quick breakdown of Google’s guidelines:

  • Avoid single-word keywords. Don’t use single keywords that are not included on this list of approved exceptions. Avoid generic or broad keywords as they will be more difficult to rank for—only go for the ones that specifically relate to your nonprofit so you can create ads that are relevant to users.
  • Choose keywords with a minimum keyword quality score of three. Google grades keywords for quality on a 10-point scale. Each score is based on the expected clickthrough rate, how closely your ad matches the user’s search intent, and the landing page experience. Ensure that your keywords maintain a score of at least three.
  • Maintain a minimum click-through rate of 5% for your account. Your account must receive a click-through rate of at least 5% for all ads, so at least 5% of those who view your ads should click through to your website.
  • Use at least two ad groups per campaign. For each active ad campaign on your account, you must have at least two ad groups with at least two ads within each.
  • Use at least 2 sitelink ad assets. Sitelink assets allow you to link specific pages related to your ad below your main landing page. You should include at least two of these.

Sitelink features, shown in this example, can make Google Ad Grants confusing for newer search engine marketers.

 

While these rules are extremely important for remaining compliant and retaining access to the grant, they also double as tips for improving your ad campaigns.

2. Neglecting your website’s landing pages

To give your ads the best chance of success, fortify your nonprofit’s web presence before applying for Google Ad Grants. Each ad you run will direct users to a landing page on your website, through which they’ll be able to complete a desired action, such as registering for an event or making an online donation.

If your web pages are outdated or have unclear calls to action, your supporters won’t know what to do once they follow an ad and land on the page.

3. Targeting broad and generic keywords

Broad keywords like “donation” or “fundraising event” often have many bidders, and Google’s algorithm is not particularly conducive to smaller organizations winning these highly competitive terms. Therefore, it’s unlikely that your nonprofit will be able to edge out large organizations that are bidding on the same words, lowering the chances for supporters to see your ads.

Plus, with generic keywords, it’s more difficult to create relevant, targeted ads that will actually motivate many users to click through to your nonprofit’s website and engage with your content.

If you’re struggling to pick the right keywords for your cause, consider seeking professional help from Google Grants experts, like Getting Attention. We’ll take care of anything that makes Google Ad Grants confusing for your team, including keyword research!

Still find Google Ad Grants confusing? Discover how you can put your $10,000 in Google ad credits to google use. Sign up for our newsletter!

4. Not running multiple ads in each group

Each Google Ads account is broken down into campaigns that contain different ad groups assigned to specific keywords. Then, each ad group is made up of multiple ads that feature your ad copy, link to a relevant landing page, and target those keywords.

To help make Google Ad Grants less confusing, here's the structure your account should follow.

Running only one ad violates Google’s policies and could put your account at risk. Additionally, with one ad, your nonprofit can’t track or evaluate performance. With no way to note how and why ads perform differently, it can be hard to improve your Google Ad Grants strategy over time.

Essentially, running multiple ads per group helps test different messaging, improve relevance, and comply with Google’s best practices for better ad rotation.

5. Creating unclear calls to action

Calls to action are essential to the success of your nonprofit marketing strategy. When you create a call to action, be clear, consistent, and specific.

For example, an ad that encourages people to “donate here!” but directs them to a page about your upcoming events creates a bad user experience and leaves potential supporters feeling confused and frustrated.

5 Ways to Improve Your Google Ad Grant Management

By practicing account management best practices, your nonprofit can anticipate and minimize the challenges associated with Google Ad Grants. Use these top five tips to transform your advertising efforts:

1. Create valuable and promotable web pages

There are a few steps you can take to optimize each of your landing pages before you implement ads that promote them:

If you find the page optimization aspect of Google Ad Grants confusing, focus on these key components to guide your efforts.

  • Center your pages around topics that receive high search volume
  • Limit to a single focus for each page
  • Include rich content
  • Highlight a clear call to action
  • Make your site accessible to all visitors

A high-quality landing page is a must-have to prevent confusion and ensure high conversion rates from your ads.

Is your nonprofit’s website ready for Google Ad Grants? Download our free checklist to find out.

2. Familiarize yourself with Google Ad Grant policies

Becoming eligible for Google Ad Grants is the easiest part of the process. Staying eligible is a little more difficult. Because of this, it’s best to continually check Google’s policies to stay current on all the requirements.

If you still find the rules for Google Ad Grants confusing or hard to keep up with, consider reaching out for professional help. Hiring a Google Grants agency means you can maintain compliance without ever fully understanding the guidelines.

3. Use Google Analytics to track your CTR and conversions

Not only is it required, but tracking your nonprofit’s data is also a helpful way to understand how effective your ads are. To get started, ensure that you’re meeting the minimum monthly threshold by tracking your conversions and CTR within Google Analytics. From there, you can set goals for the individual actions you want people to take, like making a donation.

A low conversion rate or CTR might mean:

  • You’re targeting the wrong keywords and putting content in front of unqualified prospects.
  • You’re pointing users to content that doesn’t match what they’re searching for.
  • Your landing pages aren’t optimized to maximize the user experience.

When setting goals and tracking conversions, make sure you’re looking at actions that are valuable to your work. For instance, your organization’s goals might relate to donations, petition signatures, event signups, volunteer registrations, or something else.

4. Make the most of your Google Ad Grant allowance

Now that you have an advertising allowance, what is the best way to make the most of it? Here are some tips for managing your funds:

  • Run multiple ad campaigns. Create three to five ad campaigns, each with tightly-focused ad groups.
  • Use at least three ads in each group. Among these ads, you should have at least one Responsive Search Ad (RSA). RSAs allow you to input several different headlines and descriptions that will change based on Google’s algorithm. Ads will then be more tailored to individual viewers.
  • Make use of the full character limit. Taking advantage of the entire character limit for headlines and ad descriptions will make your ad appear larger to viewers.

Using $10,000 in ad credits per month can be a challenge, especially when you want to make the most of it. These tips are a great place to start when you are budgeting your Google Ad Grant.

5. Use geotargeting to hone your outreach

If you’re a community-based organization or simply want to reach a local audience, leverage the geotargeting feature when creating your ads.

Geotargeting allows you to show ads only in geographic locations where users will find the information you share and the services you offer useful.

Some effective times to enable geotargeting include:

Geotargeting is a feature that can make managing Google Ad Grants confusing for inexperienced marketers.

  • You have an upcoming event that doesn’t have a virtual participation option and want to promote it to nearby supporters.
  • You provide services to a local audience and want to make sure your beneficiaries encounter your ads. Examples include food banks and homeless shelters.
  • You’re located in the U.S., but most of your donors are located in France. In this case, you’d promote fundraising ads in France.
  • Your organization has different chapters located across the country or globe. You’d want to separate campaigns into different geographic areas to ensure users in different locations receive ads for the services closest to them.

Features like geotargeting can make Google Ad Grants confusing to nonprofits, but with a little practice or expert assistance, you’ll be able to use them to your advantage.

For additional tips and tricks for getting the most out of your $10,000 a month, sign up for Getting Attention’s free Google Ad Grants newsletter!

Overcoming Confusion With Google Ad Grant Professionals

Working with an agency can make applying for, managing, and maintaining your Google Ad Grants account a more straightforward, manageable process. Even if you don’t find Google Ad Grants confusing, you might not be able to invest as much time as you need to properly manage your account and its campaigns.

Getting Attention is a Google Grants agency that’s ready to assist with all of your Google Ad Grant needs, big or small. No matter where you are in the process, you can benefit from Getting Attention’s full range of services, including:

Google Grants agencies can offer these professional services to eliminate any Google Ad Grants confusion.

  • Google Grant Application
  • Google Ad Grant Management
  • Google Grant Hygiene

No matter what’s making Google Ad Grants confusing for you, we’re here to streamline every step of the process. We’ll work with you to make sure we fully understand your organization’s brand and goals to make the most of the program.

Think you might benefit from our expert Google Ad Grant help? Get a free consultation, and we can chat about all of your Google Grants needs!

Bonus Resources: Eliminate Google Ad Grant Confusion

The Google Ad Grant is a stellar marketing tool for many nonprofits. While it can be a game-changer for your nonprofit, joining the program can be confusing and difficult to navigate. Don’t let this stop you from benefiting from this valuable program!

While our top recommendation is to reach out to an experienced agency, like Getting Attention, we also have plenty of helpful resources to boost your knowledge of Google Ad Grants:

Need help getting started with Google Ad Grants? Our experts can verify your nonprofit's eligibility and walk you through the application process. Get a free consultation!

Learn everything you need to know about nonprofit advertising and explore examples.

Nonprofit Advertising: The Essential Guide (With Examples!)

Nonprofit advertising is critical to spread the word about your organization and earn donations. But while for-profit businesses can afford traditional advertising channels like billboards and commercials, nonprofits with tight budgets might struggle to inspire support for their causes. Thankfully, nonprofits have little-to-no-cost advertising options at their disposal.

To help you create a well-developed nonprofit advertising plan that keeps costs low and success high, we’ll walk you through the following topics:

Effective nonprofit advertising can help your organization increase awareness and accomplish more for your mission. Ready to jump in?

Reach your nonprofit's supporters with compelling Google Ads. Get a free consultation!

Nonprofit Advertising Basics

Before you can craft a stellar ad for your nonprofit, you need to understand the fundamentals. Let’s take a look at the basic information you need to know!

What is Nonprofit Advertising?

Nonprofit advertising is a specific type of marketing that refers to the paid channels and strategies an organization uses to spread awareness of its mission and projects. 

While general mission-driven marketing includes all of the strategies and channels an organization uses to amplify its mission, nonprofit advertising only refers to traditionally paid channels. Regardless, the ultimate goal is the same: to raise more donations, grow a following, and bring attention to your cause.

The Difference Between Inbound and Outbound Marketing

As part of your nonprofit marketing plan, document how your team will promote its cause, balancing paid and free channels appropriately. Doing so enables your team to create promotional materials, stay consistent with branding and goals, and reach your target audience without breaking your budget.

While making this plan, your team should balance outbound and inbound marketing tactics. Here’s the difference between these two types of channels:

  • Outbound marketing involves reaching out to the public using paid channels (i.e., advertising) to get them interested in your organization. Examples include print advertising, social media ads, pay-per-click advertising, radio ads, and telemarketing.
  • Inbound marketing focuses on creating and distributing unpaid content to draw people into your mission. Inbound tactics can include search engine optimization (SEO), earned social media, blogging, and other forms of content production.

This chart breaks down the differences between inbound and outbound marketing for nonprofits.

To strike a balance, we recommend using inbound tactics like optimizing your website for SEO or nurturing leads with email marketing. Then, you can advertise your optimized content.

Inbound Marketing Explained

The majority of this guide to nonprofit advertising focuses on outbound advertising, but let’s take a moment to elaborate on inbound marketing and how it can complement your outbound strategy.

Inbound marketing revolves around content generation. What types of content are likely to interest and attract prospective supporters to your nonprofit? This might be a research report on your cause, a podcast with hosts who answer listeners’ questions, or a blog post that dives into a specific topic related to your nonprofit.

After creating this content, inbound marketing follows the principle that interested parties will find it and start the process of becoming supporters. However, very few inbound marketing strategies actually leave it up to chance that interested individuals will just stumble upon their content. Rather, they employ a number of strategies, the chief of which is SEO.

SEO is the process of adjusting your current content and creating new content that is search engine-friendly. By doing so, your content will rank higher on search engine results pages, increasing the chances that potential supporters will click on it. This helps build your brand recognition, drive website traffic, and reach your audience.

Generally, an SEO strategy can be divided into three components:

  • Keyword research. An SEO strategy is only effective if it targets the keywords that enough prospective supporters are actually looking up. Consider words, phrases, and questions related to your cause that supporters may enter into search engines. For example, a nonprofit selling professional development courses might target keywords like “continuing education courses” or “online certifications.”
  • Content creation. Using the information gathered through keyword research, nonprofits create content focused on the topics potential supporters are searching for. This might be educational content related to recent research, tips for getting more involved, or a product page promoting specific services.
  • Technical optimization. Search engines like Google want to promote content that provides users with a positive experience. As such, technical considerations, such as load times, mobile-friendliness, and the number of broken links are factored into SEO rankings.

With a strong SEO strategy, you might reach a point where target keywords for your nonprofit feature your Google Ad as the top result and then more of your content for the organic spots right under it! You might even push the competition off the page and take up more real estate within results. This presents your organization as trustworthy and valuable and increases the chances prospective supporters will click on a link to your site.

Including Advertising in Your Nonprofit’s Budget

One of the limiting factors of advertising is budgetary constraints. That’s why it’s important to establish a detailed budget before each fiscal year to make sure you aim for and maintain a positive ROI.

Try to allocate between 5-15% of your budget to advertising and marketing. As you build this budget, consider applying for grants and seeking other free nonprofit advertising opportunities to reduce expenses.

This pie chart shows that you should try to allocate between 5-15% of your budget to nonprofit advertising and marketing.

Taking Advantage of Free Nonprofit Advertising Opportunities

While traditionally expensive, advertising platforms recognize the budgetary challenges nonprofits face, so they’ll often provide discounted and occasionally free nonprofit advertising. This can skyrocket the marketing channel’s ROI for your nonprofit.

For instance, Google provides eligible nonprofits with $10,000 in free advertising credits to spend on Google Ads each month through the Google Ad Grant programThis is an incredibly valuable opportunity for nonprofits. According to Nonprofits Source, search ads have the highest ROI of any paid advertising channel at $4.78. With this grant, you can dramatically reduce your spending on advertising and reach new, interested audiences more easily.

Along with the Google Ad Grant, other free nonprofit advertising opportunities include:

  • Radio ads: Many nonprofits qualify for free public service announcements on community radio stations due to Federal Communications Commission rules.
  • Microsoft Ad Grants: Similar to the Google Grants program, Microsoft offers its own free advertising program that provides up to $3,000 in advertising credits monthly.
  • Corporate sponsorships: Thanks to recent corporate social responsibility trends, many businesses want to help nonprofits by sponsoring them. Through media sponsorships, corporations can provide free promotion for your nonprofit.

Due to the popularity of free nonprofit advertising options like these, more and more nonprofits are able to expand their reach through advertising. 

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The Benefits of Effective Nonprofit Advertising

In a recent year, nonprofits invested 19% more in digital advertising to reach their audiences. That indicates they’re experiencing worthwhile advantages from it. By crafting a smart nonprofit advertising plan, you’ll experience a ton of great benefits, including:

  • Raise brand awareness. Nonprofit advertising channels allow your team to reach a broader audience than word-of-mouth alone. Through compelling ads, you can connect with potential supporters and stay front-of-mind for existing donors.
  • Generate high-quality conversions. If your ad is powerful enough, you can convert an ordinary viewer into a valuable supporter. You might shoot for conversions like donations, volunteer sign-ups, contact form completions, event registrations, or shares to social media sites.
  • Grow and maintain thought leadership. Advertising can position your nonprofit as a thought leader in its field. If your nonprofit consistently releases relevant news and industry updates, you’ll become a trusted resource.
  • Major returns on low-cost efforts. As we mentioned, nonprofits tend to see a high return on their outreach efforts, thanks to affordable and free nonprofit advertising options like the Google Ad Grant.

Advertising is too good to pass up. Even if you don’t have the time you’d like to dedicate to creating your ads, an expert can step in to help out. For example, the experts at Getting Attention understand everything there is to know about advertising on Google. With low prices, they can help you manage your Ad Grant account and craft winning ads that drive more revenue for your cause.

You won’t be able to accomplish the above without strategic advertisements and a well-crafted plan, though. We’ll explore some steps for crafting winning ads a little later.

The Challenges of Advertising for Nonprofits

Even with these great benefits, there are a few challenges you should familiarize yourself with. Knowing what to expect will help you combat these challenges before they arise:

  • Potentially negative donor reactions. A lot of people already have a bad taste in their mouths thanks to for-profit advertising. Plus, many donors want to see their contributions go directly to your nonprofit’s mission, as opposed to the marketing needed to achieve that mission.
  • Authenticity and establishing connections. Storytelling is a key component of nonprofit marketing that can be lost in advertising if you’re not careful. Make sure you’re producing authentic content that communicates your nonprofit’s story and why it’s vital that viewers get involved.

So, how can you get ahead of these challenges? Start by choosing affordable and free nonprofit advertising channels and strategies that won’t blow your budget out of the water. From here, make sure your ads feature inspirational content in an authentic tone, rather than being too salesy.

Many organizations also turn to external agencies to manage their ads and overcome common challenges. Just be sure to choose an agency that specializes in your sector. For example, a church might hire a church marketing agency that understands the unique needs of the religious sector and knows proper messaging and terminology.

Types of Nonprofit Advertising

There’s no one-size-fits-all approach to nonprofit advertising. What works for one organization might not work for another. The good news is that there are plenty of options out there! Let’s explore seven nonprofit advertising channels you can use.

These nonprofit advertising statistics show the difference these types of advertising can make for your nonprofit.

Google Search and Display Ads

Google Ads allows you to advertise your mission when users search for relevant keywords. Paid search advertisements appear on the search engine results pages corresponding to your chosen keywords on Google. Meanwhile, display advertisements promote your organization to users watching YouTube videos, checking Gmail, or browsing sites within Google’s display network.

The average small business that uses Google Ads spends between $5,000 and $12,000 per month on paid search campaigns. That’s $60,000 to $150,000 of marketing expenses every year.

To make this opportunity more accessible, Google provides eligible nonprofits with a $10,000 monthly stipend to spend on paid search ads. This program is called Google Ad Grants and can be a real game-changer for your nonprofit advertising efforts.

While regular Google Ad accounts must pay per ad-click, Google Ad Grant participants can publish ads for free through the program. These ads enable your nonprofit, whether it’s a church or a cultural organization, to appear on Google and get in front of qualified prospects searching for topics related to your mission.

The ideal Google Ad Grant candidate has a high-quality website that effectively serves its audience and promotes its mission. By leveraging Google Ad Grants for nonprofits, your organization can accomplish the following:

  • Drive more traffic to your website
  • Increase online conversions, like donations and volunteer sign-ups
  • Connect with new supporters and retain existing ones
  • Leverage conversion-optimization tools like responsive search ads
  • Analyze and track your campaign performance

As long as your organization stays compliant with the eligibility requirements, your grant will automatically renew each month. For tailored help, feel free to contact our team at Getting Attention. We work with nonprofits to create winning ads that champion their cause and garner meaningful attention.

Google Ads inspire people to donate, sign up for your nonprofit's emails, and more. Read the guide!

Nonprofit Facebook Ads

Facebook remains one of the most popular social media platforms for interacting with and donating to nonprofits. In fact, 56% of donors say that Facebook is the social media platform that has the largest impact on their decision to donate.

Facebook offers a range of advertising solutions for nonprofits that make it easy to take advantage of this opportunity. With their nonprofit-oriented tools, you can:

  • Create and run ad campaigns
  • Select a target audience
  • Utilize on-site conversion optimization to improve ads
  • Track performance with easy-to-read reports
  • Encourage supporters to host peer-to-peer birthday fundraisers to expand your organization’s reach

Be sure to include clear calls to action in your Facebook ads, and consider including buttons to drive users to your donation page or other key landing pages on your websites.

Social Media Advertising

According to the 2023 Nonprofit Tech for Good Report, 87% of nonprofits regularly use social media in their digital marketing and fundraising strategies, while 53% of those spend money on social media ads.

There’s a good reason for this! Social media has an incredible reach and is estimated to reach 5.8 billion users worldwide by 2027. Tap into this audience by implementing social media ads on the following platforms:

  • Instagram: Instagram ads appear throughout the app in users’ feeds, stories, and explore pages. They look similar to normal posts but contain a “sponsored” label. They also have more features than a normal post like links, CTA buttons, and product catalogs. Track Instagram ad performance with insights so you can adjust your strategy to improve over time.
  • Twitter: Twitter allows you to choose your target audience and amplify your message. Promoted ads reach a wider group of users and are the perfect way to share updates and increase visibility.
  • TikTok: TikTok for Good helps nonprofits promote their causes on the increasingly popular video sharing platform. Our guide to TikTok for nonprofits explains the different types of ads on the platform, including Promoted Hashtag Challenges, Branded Effects, TopView Ads, and In-Feed Ads.

When using social media to advertise, keep an eye on what’s trending and focus your messaging. Use real stories and photos from the communities that you’ve helped and the impact you’ve had on individuals to drive the point home.

Community Radio

Your nonprofit might qualify for free public service announcements on community radio stations thanks to the Federal Communications Commission. They require radio stations to allot a certain amount of radio time to nonprofit organizations.

However, radio messages must be formatted as announcements rather than ads, meaning you can’t make direct solicitations. You can still inspire action by sharing impact statistics or directing users to your site or social media where they can learn more. If your social media posts or website are optimized, visitors may inevitably click the ‘Donate’ or ‘Volunteer’ button.

Direct Mail and Print Ads

Although the world has transitioned into a digital-dominant space, print isn’t dead. Direct mail describes the hard copy requests for funds mailed to your existing supporters and prospects. These solicitations arrive in your supporters’ mailboxes and provide a tangible connection to your organization.

There are plenty of benefits to direct mail and print campaigns, including:

  • Cost-Effectiveness: Print campaigns are highly flexible, meaning they’re budget-friendly, too.
  • Increased Action: Print is an effective way to spark meaningful action. Most print readers take some form of action after viewing a newspaper ad.
  • Targeted Audiences: Print marketing is targeted to an audience already interested in your mission. Generally, you should only mail newsletters, magazines, or event registrations to subscribed supporters.

An awful lot of people prefer receiving mail from the nonprofits they support. It comes across as more meaningful, even though you’re still advertising your mission.

Retargeted Advertising

Also called remarketing, retargeting is a form of online advertising that enables you to target users with ads based on their interactions with your nonprofit’s website. These ads can work with pretty much any online marketing channel, like social media or email.

Nonprofits can leverage the power of retargeted advertising in some impactful ways, such as:

  1. Abandoned donations. Retarget those who left your donation page before actually giving. This strategy works well, because you’re targeting people who were already considering donating. Think about why someone might not have followed through before creating your ad. For example, maybe they didn’t know enough about your cause. In that case, your ad might feature a captivating success story.
  2. Event reminders. Want to drive higher attendance for your upcoming event? Set up a retargeting ad campaign for anyone who doesn’t complete their registration. If someone exits the page to check their schedule before registering, this can be a great reminder to come back.

Using retargeted advertising allows you to achieve a high level of precision when reaching out to prospects. In turn, you can convert more users who were on the fence about supporting your work.

Sponsored Retargeting

Sponsored retargeting is when another business or organization that sponsors your nonprofit purchases ads from you. Often, these ads are co-branded, featuring elements of both the sponsor and nonprofit’s brands.

A company might purchase sponsored retargeting for a couple of reasons:

  1. They want to strengthen their reputation by being associated with your nonprofit.
  2. Their audience aligns with yours, and they want to promote their services directly to your supporters.

As with any corporate philanthropy initiative, the benefits go both ways! Your sponsor might share the ads on their platforms, too. This can bring exposure to your nonprofit and its sponsors.

Influencer Ads

Social media influencers who have an affinity for charitable missions can partner with their favorite nonprofits to promote the causes near to their hearts. This type of nonprofit advertising works well because influencers have loyal audiences, they’ve built credibility, and their followers trust what they have to say.

Larger nonprofits might have room in the budget to pay a celebrity, while smaller organizations might turn to an influencer within their circle, like a board member, politician, or local celebrity. Either way, partner with those who have positive reputations and values that align with your cause. Then, create co-branded marketing collateral, making it easier for the influencer to share it with their followers.

Bonus Tip: Organic Search

While the Google Ad Grant will significantly boost your organization’s presence on search engines, incorporating SEO strategies can enhance your results even further.

We’ve already touched on the basics of creating an SEO strategy, but a few other tips to keep in mind include:

  • SEO is a long-term marketing strategy. Creating valuable content, getting that content ranking in Google search results, and earning a dedicated stream of page visitors all take time. On average, a dedicated SEO strategy can take six months or longer to see results.
  • SEO is better for certain types of content. Just as you can promote any page on your website with the Google Ad Grant, you can also plan your SEO strategy to target any keyword. However, SEO is better at certain types of marketing campaigns than others. Specifically, SEO is useful for nonprofits with product and service offerings because users searching for products and services are likely ready to make a purchase. In contrast, fundraising requires raising awareness and building relationships first, which can be tricky to do in a 180-character ad.
  • Prioritize conversions. SEO boosts search engine traffic, but the real measure of success is conversions. A conversion might be a product sale, event registration, or any other action you want supporters to take. Use tools like Google Analytics to track visitors and see if they are landing on your keyword-optimized content. Then, dig a little deeper into your data to see if that increase in traffic corresponds to an increase in conversions. If it does, then your SEO strategy is working!

If you’re ready to dive into SEO, consider getting a little help to eliminate the learning curve. Just as there are consultants for the Google Ad Grant, there are also SEO marketing consultants for nonprofits. The top agency we recommend is Nexus Marketing.

Nexus Marketing works with nonprofits to promote their products and services through an intensive SEO strategy that involves content creation, cross-blogging opportunities, webinars, and more. Their approach lays the foundation for turning search engine traffic into a long-term revenue-generating source. In the meantime, they can also earn your nonprofit short-term wins by getting your organization in front of new audiences with their impressive network of over 500 partners in the nonprofit space.

Turn search engine traffic into revenue with our favorite SEO marketing agency. Connect with Nexus Marketing.

Steps for Creating An Eye-Catching Nonprofit Ad

Your marketing efforts should be ongoing to maintain supporter engagement, bring in consistent donations, and ensure your work is relevant. Here are 6 steps that your team can take to create an effective advertising plan:

These six steps listed in this image and the sections below will help your team create an effective nonprofit advertising plan.

1. Determine goals for your nonprofit ads.

First, consider what your organization hopes to accomplish. When creating goals, it’s helpful to use the SMART method:

This graphic and the text below break down the components of SMART goals for nonprofit advertising.

  • Specific: Your goal should be as narrowly-focused as possible. For instance, a specific goal could be, “We will increase subscriptions to our e-newsletter.”
  • Measurable: Goals are useful when you can quantify their success and progress with a metric. If you notice rates dropping, simply adjust your strategies. “We will increase e-newsletter subscriptions by 50%.”
  • Attainable: Don’t set lofty, unrealistic goals. Look at your past digital fundraising results and aim for a realistic objective. “We will increase e-newsletter subscriptions by 30%.”
  • Relevant: Your goals should be stepping stones to your ultimate mission. Make sure that every goal you set is tied to a broader marketing goal. “We will increase e-newsletter subscriptions by 30% to retain more donors.”
  • Time-based: Objectives should have a deadline and be monitored regularly. “We will increase e-newsletter subscriptions by 30% by the end of the third quarter to retain more donors.”

Using this method, your goals will drive meaningful conversions and support your nonprofit’s mission. Use our SMART Goals Template to start planning your advertising goals today.

2. Define your target audience.

For each campaign or event you plan, you should have a specific audience in mind. This audience can include new donors, existing donors, lapsed donors, major donors, and more. Start by collecting the following data to determine your target market:

  • Age: By dividing your ad strategy into specific age groups, you can ensure that you’re getting through to the right audience. A study by the USPS found that ads designed to elicit an emotional response were more effective with younger consumers, while those that describe a product’s function, especially in print format, were relatively more effective with older adults.
  • Location: Implement geo-targeting to provide the most relevant ads to people in your area. Geo-targeting is the practice of targeting visitors online with localized or location-appropriate content based on a visitor’s geographic location.
  • Employment Status and Employer: An individual’s business affiliations can give you an idea of their net worth, potential connections, and ability to donate. Plus, if they work for a company with a matching gift program, you can reach out to begin the gift match process.
  • Communication Preferences: Keep communication preferences in mind when choosing between print, digital, and telemarketing. For instance, young professionals 18 to 34 have one of the best response rates to direct mail campaigns.

These insights can answer the who, what, why, and where of potential supporters. Once you define your audience and their preferences, you can tailor your marketing efforts to reach them and prompt them to take action.

3. Research and choose nonprofit advertising outlets.

Once you determine your goals and define your target audience, it’s time to choose an advertising outlet. Look back at the types of nonprofit advertising we discussed earlier to choose channels that work for you and your target audience.

We recommend using a multi-channel approach to marketing. This allows you to use a variety of strategies that work together towards a common goal.

4. Develop key performance indicators.

Key performance indicators (KPIs) are metrics that organizations use to measure the progress of their defined goals. KPIs can help your team gauge progress, make informed decisions, and turn metrics into actionable insights.

We’ve outlined a few top advertising KPIs to follow, using the example of digital advertising:

  • Impressions: Impressions refer to how many times your ad unit was displayed to a user. This metric is related to the top of the marketing funnel and speaks directly to brand awareness.
  • Click-through-rate (CTR): This measures how relevant your ad is to your target audience. If the CTR is low, this means the ads aren’t meeting the searcher’s intent for the target keyword.
  • Bounce Rates: A bounce rate is the percentage of visitors who enter the site and leave (“bounce”) rather than viewing other pages. This can help you understand the quality of your website and if it’s valuable to visitors.
  • Conversion Rate: This is the number of web visitors who complete a desired goal, like making a donation or signing up for a newsletter. If your conversion rate is high, your marketing strategies are working.

Choose metrics to monitor the performance of your nonprofit's ads.
These are only a few of the trackable KPIs for digital ad campaigns. It’s important to know your platforms and the types of data that each offers.

5. Create your ad copy.

One of the last steps is content creation. When creating advertising content, keep the following best practices in mind to ensure your ads stand out:

  • Improve relevance. Posting regularly increases engagement and keeps your ads relevant. Another way to stay relevant is to use your supporter’s most popular search query keywords in your ad titles and text.
  • Showcase impact. Make your ads engaging and insightful by showing your organization’s impact. This will keep donors, volunteers, and supporters invested in your mission and encourage them to heed your calls to action.
  • Include calls to action. Call-to-action (CTA) buttons prompt readers to show their support and take initiative to further your mission. Keep phrases short and compelling.
  • Add compelling visuals. Images, graphics, and videos can spark an emotional reaction in readers and help them to understand complex topics. Ensure that colors and fonts are consistently formatted and visuals are high quality.
  • Make the most of the ad space and characters allotted. Use the full allotment of headlines and descriptions to make your ads appear larger, increasing the click-through rate and number of visitors arriving on your website.

These quick, simple tricks will help your campaigns reach the right audiences and drive meaningful action. Now you’re ready to launch campaigns!

6. Launch your nonprofit advertising campaign and track progress.

After you’ve completed the steps above, it’s time to launch your ad campaigns and track progress against concrete, measurable benchmarks. Monitoring your performance is critical. It reveals what works, what doesn’t, and how to improve the effectiveness of future campaigns.

Start by accessing your campaign data and downloading reports. Focus on the KPIs that relate to your campaign goals. Then, compare multiple metrics to find where leads drop off. For example, if the conversion rate for an ad campaign is low, you may need to make the CTAs more attention-grabbing.

3 Standout Nonprofit Advertising Examples

Let’s take a quick look at three advertising campaigns that will spark inspiration for your team. If you want to see more campaigns in action, check out our extended list of nonprofit advertising examples.

Discover impactful nonprofit advertising examples to spark creativity for your campaigns. Explore real-life nonprofit ads.

Breast Cancer Research Foundation

Type of Nonprofit Advertising: Google Ad

This nonprofit advertising example shows BCRF using Google Ads.

In this example, the Breast Cancer Research Foundation (BCRF) created a Google Ad campaign that targets terms related to “breast cancer research.” Using an inspirational and urgent tone, they establish a sense of trust with users and direct readers to the most important pages on their site.

As we mentioned, any eligible organization can tap into this nonprofit advertising channel by applying for the Google Ad Grant. Every month, the grant automatically renews, giving you $120,000 in ad credits each year.

Notice how BCRF also built out their ad with additional links and their phone number, giving users more ways to engage. This is a more technical strategy that you might turn to an expert Google Ad Grant agency to use.

CARE

Type of Nonprofit Advertising: Facebook Ad

This nonprofit advertising example combines video storytelling with Facebook advertising.

In partnership with Procter & Gamble, CARE created a video ad campaign for International Women’s Day. They were the 2nd top-performing audience in terms of video completion rate (VCR) and engagement across the entire platform. They also pushed the same ad campaign on Instagram, resulting in some incredible statistics across both platforms:

  • 2.9 million impressions (total post views)
  • 1.7 post engagements (video views, comments, reactions, shares, and clicks)
  • 10.4K clicks to care.org/everywoman
  • A VCR of 2.08%

This is a great nonprofit advertising example to model your campaign after, because it asked users to complete the low-effort task of watching a video. Short video ad campaigns can be a convenient way to hook users and inspire them to take action.

God’s Love We Deliver

Type of Nonprofit Advertising: Instagram Influencer Advertising

This nonprofit advertising examples shows influencer marketing in action.

This nonprofit advertising example shows just how easy it is to tap into influencer marketing. God’s Love We Deliver strives to alleviate hunger and malnutrition among people living with serious illnesses. To spread the word about this mission, their marketing director cleverly asked the organization’s supporters to decorate a plate of cookies to be sent to those in need and promote that on their social media pages.

This yearly campaign brings attention from well-known influencers, especially because they make it so easy to get involved. They send sugar cookies and decorating kits to influencers for their annual holiday campaign, and they send cakes and decorating kits for their clients’ birthday fundraiser campaigns.

More Nonprofit Advertising Resources

Effective advertising can fuel your nonprofit’s impact. Best of all, you can leverage free nonprofit advertising, making it easy to get everyone on board. It’s no secret that our favorite option is the Google Ad Grant.

When you partner with a Google Ad Grant professional like Getting Attention, we’ll make sure you have a strong digital marketing strategy. Our team of experts offers free consultations and resources to help your organization expand its reach. We’re here to champion your nonprofit’s digital campaigns.

If you want to learn more about nonprofit advertising, explore these additional resources:

Search ads have the highest ROI of any advertising channel. Getting Attention can help your nonprofit create free Google Ads. Get a free consultation today!

This guide explores what marketing grants are, how to apply, and some of the best nonprofit marketing grants available.

9 Worthwhile Marketing Grants for Nonprofits & How to Apply

An effective marketing strategy is paramount for accomplishing your nonprofit’s mission and making a genuine impact. Securing funds to power your nonprofit marketing plan isn’t always easy, though.

Marketing efforts should account for 5-15% of your operating budget. Sometimes, that’s still not enough to effectively spread the word. If your budget is tight or you simply want to expand your outreach efforts, consider exploring marketing grants for nonprofits.

There are several nonprofit marketing grants available. While some are specific to a certain cause or sector, others are geared toward only smaller or larger organizations. If you’re curious about which grant you should apply for, this guide will explore the following:

Nonprofit marketing grants can help your organization build a solid outreach strategy. But this can only be done after finding the right grant for your needs and following the necessary steps to apply. Let’s dive into the basics!
Click here to get a consultation with our team and learn about the most powerful nonprofit marketing grant: The Google Ad Grant.

What are marketing grants for nonprofits?

A nonprofit grant is a fund awarded to an eligible organization that does not need to be repaid. Marketing grants are often rewarded based on nonprofit values or industry criteria. These grants come from various sources:
A chart defining the different types of marketing grants for nonprofits

 

  • Government grants are funded by the government or with taxpayer money. Government grants are given on the federal, state, and local levels.
  • Foundation grants are funded by organizations dedicated to funding the nonprofit sector. They are often started by individuals.
  • Corporate grants are funded by corporate companies, like Google or Walmart, that want to use some of their money to support philanthropic causes. These typically make up part of a company’s larger corporate giving strategy.

Nonprofit grants can be further divided by their funding project, such as:

  • Unrestricted funds cover day-to-day operating costs and support the general work of an organization.
  • Capital support supports specific capital campaigns like construction or renovation projects.
  • Restricted funds support a particular purpose, project, or program. This is the most common type of grant funding.

Nonprofit marketing grants can assist with carrying out charitable initiatives, supporting donor outreach, and spreading awareness.

Any marketing or promotion you do for your online giving page, exciting fundraising events, and other initiatives can be taken to the next level with the right marketing grant. Plus, all donor communication and retention efforts can be elevated with enhanced marketing communications. For example, you can use a grant to send out targeted email newsletters to new members.

The value of grants to nonprofits is immeasurable, especially once you consider the impact that your organization can have on your mission if your marketing plan and fundraising efforts exceed goals.

Where to find marketing grants for nonprofits

The process for finding and applying for marketing grants will differ depending on your mission, your funding project, and the grant you choose. That’s why before you start your search for the best marketing grant for your nonprofit, make sure you define your mission and conduct the necessary research.

You already know what your mission is, but it’s important that you’re able to effectively communicate it to anyone, especially if you’re trying to get a grant from them. They need to resonate with your mission as much as you do, as well as entirely understand what your goals are and how a grant will help you reach them.

Next, we recommend you start off the search process with grant databases. There is a wide array of grant research resources that you could check, but we recommend these:

  • GrantStation— A database to search, review, and apply for nonprofit grants.
  • GrantWatch — Another database to find and apply for nonprofit grants.
  • Grants.gov — A website under the Office of Management and Budget to help nonprofits find federal grant-making agencies.
  • GuideStar — An online database that connects nonprofits with grant opportunities (and vice versa). Create a profile for your nonprofit to start applying for grants, while also helping grant-makers discover your cause.
  • GrantsforUS.io — A website that advertises upcoming grant opportunities per U.S. state.
  • Grantmakers.io — A website that makes the machine-readable IRS 990 dataset available for nonprofit professionals.

Along with dedicated grant databases, you can also conduct a simple online search. To narrow down results and find relevant grants, research popular keywords related to your mission.

For example, let’s say you run a nonprofit organization that provides clean water. If you search keywords like “sustainability” or “environment,” you might find grants like Georgia Power’s Waters for Georgia Grant that align with your eligibility.

How to apply for nonprofit marketing grants

As previously mentioned, each grant application process will differ according to the grant. To give you a general overview of the application process, most grants require you to perform these steps:

The steps needed to apply for marketing grants for nonprofits

  1. Review grant guidelines. Pay special attention to due dates, eligibility requirements, and proposal instructions. Ensure that you meet all eligibility criteria.
  2. Gather necessary documentation. Have all necessary documents including your tax-exempt status, financial statements, 501(c)(3) determination letter, and all other supporting materials on hand.
  3. Write a project proposal. Through a formal request to a funder, communicate your cause and why it’s worth funding. Be specific and refer to data to persuade funders of your ability to amplify your impact. Consider including recent projects that speak to your organization’s efficiency and credibility.
  4. Review and submit the application. Once you have filled out all necessary fields, review your application to ensure that it’s accurate and compelling. If you’re applying to more than one grant at a time, keep track of all your applications and follow up if necessary.

Keep in mind that some grants, including the Google Ad Grant, require you to optimize your existing website for the best marketing results. That might mean you need to scope additional time to audit your materials and make improvements based on grant requirements.

9 top nonprofit marketing grants

There are many grants to explore, so sifting through databases might seem daunting. Refer to this list of nonprofit marketing grants to start your search.

Google Ad Grants

Check out Google Ad Grant, a marketing grant for nonprofits that amplifies organizations on Google search.The Google Ad Grant program awards $10,000 in ad credits to eligible nonprofits each month. This grant allows nonprofits to promote content from their websites, including anything from donation pages to upcoming events. If your organization complies with the program’s rules and guidelines, it can continue to receive this grant each month for as long as it needs!

With the Google Ad Grant program for nonprofits, organizations can:

  • Increase online conversions, including donations, volunteer sign-ups, event registrations, and more
  • Reach out to new donors and volunteers through audience targeting
  • Create multiple campaigns to promote different initiatives or programs
  • Analyze and track performance to create more effective ads that drive action

The Google Grant isn’t your traditional nonprofit marketing grant where the funding organization has only a limited amount of money to allocate. Any nonprofit that meets Google’s eligibility requirements and complies with the ongoing guidelines can apply for this grant! Check out this video for eligibility tips:

Because Google offers such a large sum to nonprofits, the program has stiff application and eligibility requirements. These include keeping your website up-to-date, maintaining account hygiene, and optimizing your campaign pages.

These activities all fall under the umbrella of Google Ad Grant management. Depending on your budget and goals, your organization can choose to manage grants in-house or partner with an expert agency. Many nonprofits outsource their grant management to a dedicated Google Ad Grant agency, like Getting Attention. We’ll walk you through the application process, create strong ads, and make the most of your grant!

Learn more about partnering with an expert Google Ad Grant agency to apply for and manage this nonprofit marketing grant.

The Carnegie Corporation

Check out The Carnegie Corporation, a marketing grant awarder for nonprofits focused on all sorts of causes.The Carnegie Corporation is a grant-awarding institution that invests in nonprofits that want to make meaningful change in the world. Considering that the foundation’s mission is “to promote the advancement and diffusion of knowledge,” this is a great nonprofit marketing grant opportunity. Available grants range from education grants to peacebuilding grants to equality grants.

The Carnegie Corporation usually contacts the organizations it awards grants to. However, their Grant Inquiries page states that you’re welcome to contact their team or explore their other potential funding sources. To read about past grantees, explore The Carnegie Corporation’s grant database.

The Coca-Cola Foundation

The Coca-Cola Foundation has issued nonprofit marketing grants to support more than 350 initiatives.Since 1984, the Coca-Cola Foundation has awarded more than $1.6 billion in grants to support community initiatives around the world.​ In fact, Coca-Cola is committed to investing in priority areas where they can make a measurable impact. Each year, the foundation awards over 200 grants.

The company supports over 350 separate programs and projects related to safe water access, climate resilience, circular economy, economic empowerment, employee giving, and supporting its hometown community in Atlanta. Note that they don’t accept unsolicited proposals for grants out of respect for all stakeholders’ time.

Walmart Foundation

The Walmart Foundation awards marketing grants for nonprofits whose missions align with their CSR priorities.Last year, Walmart and the Walmart Foundation provided more than $1.7 billion in cash and in-kind donations to support nonprofit organizations whose missions align with their philanthropic priorities. Their grantees are usually split between the priority areas of opportunity creation, sustainability, community building, and racial equity.

Over the past decade, Walmart has financially supported FoodCorps, a nonprofit that provides food and food education to American elementary schoolers. In the past four years, Walmart has awarded FoodCorps over $4 million in grants.

Ford Foundation

The Ford Foundation awards marketing grants to nonprofits dedicated to civic engagement, fighting inequality, and promoting environmental sustainability.The Ford Foundation was founded in 1936 and is one of the largest private foundations in the U.S. With an endowment of $16 billion, the foundation awards grants to nonprofits that are dedicated to civic engagement, fighting inequality, and promoting environmental sustainability. They have a limited number of programs and projects, so explore all of their grant opportunities.

To see their past grants, explore their database of over 8,000 grantees. They support all sorts of organizations, like Columbia University, Carnegie Hall, and Borealis Philanthropy which addresses racial inequity in journalism.

Amazon Web Services

Amazon Web Services offers the IMAGINE Grant, which is separated into three different nonprofit marketing grant programs.Amazon Web Services IMAGINE Grant is dedicated to empowering nonprofit organizations to leverage technology to advance their goals. Nonprofits can apply to three IMAGINE Grant programs. Two aim to help fundraisers move their research and marketing to the cloud so that they can innovate quickly and at a lower cost, while one focuses on nonprofits using generative AI to accelerate impact.

Award packages can range from $20,000 in AWS Promotional Credit to $200,000 in unrestricted financial support. Recent grantees include The Nature Conservancy, American Diabetes Association, and Saint Louis Zoo.

Bank of America

Bank of America advances progress in low and moderate-income communities by awarding marketing grants for nonprofits.Bank of America is a longstanding grantor for nonprofits. The company aims to advance economic mobility and social progress in low- and moderate-income communities nationwide. Their grants are focused on helping missions that serve basic needs like food and housing, workforce development and education, and community development. If you work in one of these industries, you’re a good candidate for these nonprofit marketing grants. Check their eligibility criteria before applying.

They have strong nonprofit alliances, including sponsorships and grants to local organizations that help improve financial lives. They even involve employees in the action through workplace giving. For instance, Bank of America proudly offers volunteer grants and matching gifts through its foundation. These funds are awarded to nonprofits where employees volunteer or donate.

Bill & Melinda Gates Foundation

The Bill & Melinda Gates Foundation offers nonprofit marketing grants to help promote global health, education, and poverty alleviation.The Bill & Melinda Gates Foundation is a private foundation that aims to help people lead healthy, productive lives. In the United States, it seeks to ensure everyone has access to opportunities to succeed in school and in life. In developing countries, it helps lift people out of hunger and extreme poverty.

While the foundation focuses on global health, education, and poverty alleviation, it also recognizes that effective outreach is fundamental for driving impact, making this a powerful nonprofit marketing grant opportunity.

Note that the foundation primarily directly invites proposals but occasionally awards grants through published RFPs. You can explore the grantmaking process and available opportunities on its website.

NBCUniversal Local Impact Grants

NBCUniversal Local Impact Grants offers nonprofit marketing grants in categories like storytelling and community engagement.As a leading commercial broadcast television and radio network, NBC understands the importance of effective communication. They’re also committed to giving back to charity.

This year, NBCUniversal Local Impact Grants will award nonprofit organizations $2.5 million within NBC and Telemundo-owned television station markets.

To be eligible, organizations must work in at least one of three specific areas:

  1. Youth Education and Empowerment, including in-school and out-of-school programs that equip youth with tools for success, like STEM education and youth entrepreneurship.
  2. Next-Generation Storytellers, including programs that develop pathways for young voices from underrepresented communities to explore careers in news, arts, sports, and entertainment.
  3. Community Engagement, including programs that enable people to engage and volunteer locally.

If your nonprofit engages in one of these areas, this may be the nonprofit marketing grant for you. The grants are unrestricted and will be awarded between $100,000 and $1 million.

PayPal

The PayPal Giving Fund uses PayPal's payment processing platform to award nonprofits grants that can be used for marketing purposes.You’ve probably heard of or even used PayPal’s payment processing services. However, did you know they also have a Giving Fund?

With it, they inspire philanthropy from individual consumers who use the PayPal platform. This drives more people to use their services and increases charitable giving.

Here’s how the PayPal Giving Fund works:

  1. Nonprofits create a PayPal business account. Within two business days of confirming your charity’s PayPal account, you’ll be autaomtically rolled in PayPall Giving Fund.
  2. Supporters donate through PayPal or one of its partners. Your nonprofit will be listed in the PayPal app and on PayPal’s fundraising site as grant-eligible for donors. Many PayPal partners will even cover processing fees for your nonprofit.
  3. PayPal provides the donor with a receipt and sends the money to the nonprofit. The funds are added to your nonprofit’s PayPal account, and PayPal even provides participating charities with a monthly donation report.

As one of our favorite CSR examples, PayPal repurposes its technology to help nonprofits. It also makes charitable giving a part of donors’ everyday lives.

Additional Resources

Marketing grants for nonprofits are invaluable resources that can catapult your mission and fundraising efforts farther than you’ve ever thought possible. This journey can all start by finding the right grant for your nonprofit needs. Hopefully, you found some viable options in the list above or through the grant databases that we recommended.

If you want to continue your research on the best nonprofit grant and how you can expand your marketing potential, explore the following resources:

Get a free consultation with Getting Attention to talk about one of the best nonprofit marketing grants: The Google Ad Grant.

The title of the article, Nonprofit Marketing Software: The Fundamentals & Top Tools

Nonprofit Marketing Software: The Fundamentals & Top Tools

Running a nonprofit often feels like balancing on a tightrope—limited budgets, tight deadlines, and the constant need to fundraise. Add marketing to the mix, and it’s easy to feel overwhelmed. Especially if you run a small organization without a dedicated marketing team, promotional activities can feel like a secondary priority.

Your nonprofit’s mission deserves to shine, though. So, how do you expand your reach and grow your donor base when resources are tight? Enter nonprofit marketing software—tailored tools designed to help organizations like yours thrive.

From automating email campaigns to connecting with new audiences, these platforms empower even the busiest teams to market causes more effectively and make a bigger impact. The market is inundated with options, so we’ve narrowed it down to just a few that meet various common nonprofit needs, broken into these categories:

As you explore different solutions, check out user reviews to get a sense of how each one actually impacts the nonprofits that use them. First, let’s answer a few fundamental questions you might have about nonprofit marketing software.

Strengthen your nonprofit's digital presence with free Google Ads! Schedule a consultation and leverage the best nonprofit marketing platform.


Nonprofit Marketing Software FAQ

If you’re new to the marketing game, you might need some guidance before researching specific solutions. Let’s build your foundational knowledge of this type of software by answering common questions.

What is nonprofit marketing software?

Nonprofit marketing software refers to specialized tools and platforms designed to help nonprofit organizations effectively manage and execute marketing efforts. These tools address the unique needs of nonprofits, such as engaging donors, raising funds, promoting events, and spreading awareness.

Nonprofits can invest in all-in-one platforms or individual tools that specialize in one aspect of a marketing strategy, such as:

  • Advertising: Used to run paid advertisements on platforms like Google, Facebook, and Instagram.
  • Email Marketing: Used to create, send, and automate email campaigns for donor communication, newsletters, event promotion, and other appeals.
  • SMS Outreach: Engages supporters through text messaging, which is ideal for event reminders, fundraising campaigns, and urgent updates.
  • Social Media Management: Streamlines scheduling, posting, and monitoring campaigns across social media platforms to increase awareness and engagement.
  • Website Creation: Enables nonprofits to build and maintain websites for their cause, often with integrated donation forms and event pages.

By combining tools from these categories, your nonprofit can create a powerful marketing strategy to enhance its outreach, grow its community of supporters, and achieve its mission.

How does marketing software help nonprofits?

Marketing software empowers you to streamline outreach, expand the number of channels you use, and connect with your audience more effectively. It helps you increase visibility by enhancing your online presence through social media, email, and web marketing tools. You can also use audience segmentation to better target your supporters with personalized outreach.

With automation features, you can streamline processes like email campaigns, social media scheduling, and workflows, saving time and reducing manual effort. Built-in content creation tools and templates make it easy to create professional-quality materials while maintaining consistent branding across all your platforms. Plus, analytics and reporting capabilities allow you to track campaign performance and gain the insights you need to optimize your strategy.

By integrating multiple channels like email, social media, and your website, marketing software helps unify your outreach efforts, ensuring a cohesive and efficient strategy. Whether you’re running local campaigns or large-scale initiatives, its scalability makes it easy to adapt. The cost efficiency of all-in-one platforms also means you can achieve more without juggling multiple tools, while tailored engagement features strengthen your connections with supporters.

The benefits of using nonprofit marketing software to power your outreach

With all these benefits, marketing software can help you bring attention to your work and expand your impact.

What should we look for when buying nonprofit marketing software?

Every nonprofit has different goals and needs, so there’s no one-size-fits-all solution. Evaluate your marketing needs and ensure any software aligns with your mission and budget. Generally, keep an eye out for these components:

  • Goal Alignment: Are you trying to reach new supporters or beneficiaries? Focus on software designed for external outreach, such as advertising platforms or social media management tools. Do you want to increase revenue through email marketing? Explore email marketing software with strong fundraising and donor engagement features.
  • Automation Features: Look for software that automates repetitive tasks like email campaigns, social media scheduling, and data collection, saving time and allowing you to focus on strategic initiatives.
  • Customization Options: Opt for software with flexibility to customize content, whether you’re creating emails, landing pages, or workflows. This ensures alignment with your branding and messaging for a cohesive and professional presentation.
  • Audience Segmentation: Choose a platform that allows you to segment your audience based on demographics, donation history, volunteer activity, or engagement level. Targeted campaigns are more impactful and help strengthen relationships with your supporters.
  • Data Security: Ensure your nonprofit marketing software complies with data protection regulations like GDPR, CCPA, or HIPAA, if applicable. Features like secure data storage and encryption protect your organization and stakeholders from breaches.
  • Analytics and Reporting: Look for platforms with robust analytics that provide insights into marketing performance, audience engagement, and ROI. Real-time tracking and customizable reports help refine strategies.
  • Trial Period or Demo Availability: Test software with a free trial or demo to evaluate its features and compatibility with your workflows before making a commitment.
  • Positive User Reviews: Check trusted sources like G2 or Capterra for unbiased reviews. These reviews provide real-world insights into the software’s effectiveness and user satisfaction beyond vendor claims.
  • Integration with Other Tools: Ensure compatibility with tools you already use, such as donor management systems, event management platforms, or payment gateways. Seamless integration reduces data silos.

By carefully evaluating these factors, you can select nonprofit marketing software that aligns with your needs and goals. The right platform will empower you to engage your audience more effectively, streamline processes, and amplify impact.


Google Ads: The Best Advertising Platform for Nonprofits

Google is the most popular search engine, claiming around 90% of all searches. For nonprofits, it’s especially powerful thanks to the Google for Nonprofits program. If approved, your organization gains free access to Google Workspace, specialized Google Maps features, the YouTube Nonprofit Program, and more.

The best perk is access to the Google Ad Grants application, which gives all eligible recipients $10,000 worth of monthly Google Ad credits. Your nonprofit can spend these credits on creating powerful ads that instantly appear at the top of Google Search results for relevant keywords. Here’s an example of an ad from the World Wildlife Fund:A Google Ad for the World Wildlife Fund that shows the power of this nonprofit digital marketing tool.

 

Ads like these enable nonprofits to connect with new supporters, drive traffic to their websites, and promote initiatives. The platform’s powerful targeting options let organizations tailor campaigns to specific demographics, locations, and interests. That means you can reach the right audience, whether you’re amplifying services to beneficiaries or promoting an event.

Additionally, Google Ads provides detailed performance analytics, allowing nonprofits to refine their campaigns for maximum impact. Its ability to connect you with millions of users while offering cost-effective solutions makes it a top choice for nonprofit advertising.

Check out this video that gives a concise overview of the program’s benefits:

Getting Started With This Digital Marketing Tool

To receive the Google Ad Grant, you need to register for Google for Nonprofits. Then, fill out the Google Ad Grants application. Google’s verification partner, Goodstack (formerly Percent), will confirm your nonprofit’s legitimacy, and the Ad Grants team will reach out to let you know whether you’re approved.

From here, create ads that promote your cause. Follow these steps:

  1. Decide what you want to achieve with your ads, like increasing website traffic, recruiting volunteers, raising awareness, or driving donations.
  2. Research keywords with tools like Google’s Keyword Planner to find search terms related to your cause. Focus on keywords related to your mission that receive traffic.
  3. Create compelling ad copy with clear headlines, strong descriptions that highlight your nonprofit’s impact, and a strong call to action such as “Donate Today.”
  4. Optimize your landing pages so they’re user-friendly, mobile-responsive, and relevant to your ads. Include testimonials, impact statistics, or compelling visuals to encourage engagement.

From here, monitor ad performance with Google Analytics alongside built-in tools in Google Ads Manager. These platforms work together to provide detailed insights into how ads are performing and how users interact with your website.

There’s a learning curve that comes with the program. To maintain your eligibility, you’ll also need to meet ongoing requirements, such as using high-quality keywords. That’s why many nonprofits partner with Google Ad Grant specialists like ours.

We’ll walk you through your application, define your goals for the grant, find valuable keywords, craft compelling ads, and ensure you comply with the program’s rules. That way, you can make the most of this nonprofit marketing software.

Not convinced this is the right move? Check out our Google Grant Impact Report to learn more about the benefits.

Did you know Google Grants have the highest ROI of any digital marketing platform for nonprofits? Learn more about the platform's impact.


Nonprofit Email Marketing Platforms

Email keeps your nonprofit connected with supporters, amplifying the latest updates on your programs and events. Dedicated email marketing software streamlines your outreach, ensuring communications reach those who are most likely to engage.

Here are several of the best nonprofit marketing software with notable open rates:

These are the average email open rates for leading nonprofit marketing software providers.

Brevo

Brevo boasts an average open rate of 46.49% for nonprofit emails. It’s a versatile email marketing and CRM platform designed for small to medium-sized organizations. It offers an array of tools for email marketing, automation, and audience segmentation, making it an excellent choice for nonprofits.

Key Features:

  • Drag-and-drop email editor and ready-made templates
  • AI-generated subject lines and predictive timing for individual recipients
  • Email automation workflows for nurturing leads
  • SMS marketing integration for multi-channel campaigns
  • Real-time reports to track interactions

Constant Contact

This nonprofit email marketing platform experiences open rates of 39.58% for nonprofit services and 41.83% for nonprofit membership organizations. Constant Contact is a user-friendly platform designed for small businesses and nonprofits to enhance their email campaigns. It focuses on simplicity and includes tools for event promotion, list management, and basic automation.

Key Features:

  • Hundreds of customizable email templates
  • Drag-and-drop email editor for easy design
  • Event management tools, including RSVP tracking
  • Integrations with apps like Canva, Vimeo, Shopify, and Stripe
  • Real-time analytics and reporting dashboards

GetResponse

GetResponse is an all-in-one marketing platform with strong email marketing, automation, and webinar hosting capabilities. It’s a good fit for nonprofits and businesses looking for integrated tools to support their campaigns. It also boasts an incredible 54.54% average email open rate for nonprofits.

Key Features:

  • Signup forms, popups, and landing pages
  • Newsletter and autoresponder
  • Advanced segmentation to target different supporter groups
  • Integrated webinar hosting for virtual events
  • An autofunnel feature to create sales and donation funnels

Mailchimp

Mailchimp is one of the most popular email marketing platforms, known for its ease of use, robust integrations, and scalability. It’s particularly suitable for small and medium-sized organizations seeking a simple yet powerful tool. Plus, Mailchimp’s average nonprofit email open rate is 40.04%.

Key Features:

  • Intuitive email builder with drag-and-drop functionality
  • Pre-built marketing automation templates
  • AI-powered audience insights and recommendations
  • 300+ integrations with third-party apps and other nonprofit marketing software like Shopify and WordPress

MailerLite

MailerLite is an affordable, minimalist email marketing platform that provides essential tools for campaigns without unnecessary complexity. This nonprofit marketing software is ideal for nonprofits with tight budgets or basic marketing needs. In fact, it performs exceptionally well for nonprofits with a 53.21% average open rate.

Key Features:

  • Drag-and-drop email editor with modern templates
  • Custom HTML editor for advanced customizations
  • A free image library
  • Integration with eCommerce platforms like Shopify, WooCommerce, and Stripe
  • Easy-to-use interface, perfect for beginners
  • Competitive pricing, with a free plan for up to 1,000 subscribers

Omnisend

Omnisend is a powerful marketing platform tailored for e-commerce but equally effective for nonprofits looking to manage multi-channel campaigns. It excels in integrating email, SMS, and social media marketing. While OmniSend has a lower average open rate of 25.1% across all industries, many nonprofits still find its features useful.

Key Features:

  • Multi-channel campaigns integrating email, SMS, and push notifications
  • Pre-built workflows for abandoned cart recovery and post-purchase follow-ups, which can be adapted for nonprofits
  • Split testing to determine which emails work the best
  • Campaign Booster, which automatically resends your email campaigns that haven’t been opened or clicked

Grow your email subscriber list with impactful Google Ads. Our experts can help you leverage the Google Ad Grant to its fullest potential. Get a free consultation!


Top Nonprofit Website Builders

Your website is the foundation of your digital marketing strategy. You’ll drive traffic to it across all communications—Google Ads, emails, social media, and even offline channels. It’s one of supporters’ key resources to learn about your mission, so create a strong website with a reliable, secure, and user-friendly website builder like one of the following.

Squarespace

Squarespace is a versatile website builder with elegant templates, making it popular for nonprofits seeking a professional online presence. It offers intuitive drag-and-drop features that make website creation accessible even for those without coding skills. Squarespace provides integrated tools for blogging, email campaigns, and fundraising, enabling nonprofits to communicate their missions.

Key Features:

  • Beautiful, customizable, and mobile-responsive templates
  • Built-in donation buttons and fundraising tools
  • Versatile forms for everything from volunteer signups to beneficiary intakes
  • Branding tools like a logo maker
  • Integrated email marketing capabilities
  • A blogging platform for sharing updates and stories

WildApricot

WildApricot is a membership-focused website builder ideal for nonprofits that fundraise, have member directories, and host events. It’s an all-in-one platform that combines website building with CRM capabilities, allowing organizations to centralize operations.

Key Features:

  • Drag-and-drop website editor with nonprofit-focused templates
  • Optional advanced customizations using HTML and CSS
  • Widgets to embed membership applications, event calendars, and more directly into your site
  • Blogging tools and members-only pages for targeted communication
  • Online donations and payment processing

Wix

Trusted by 250+ million users, Wix is a user-friendly website builder that caters to nonprofits seeking an affordable way to create a professional online presence. Its drag-and-drop interface allows users to customize their websites without coding. With built-in features like donation forms and event management, Wix is ideal for small to medium-sized nonprofits focused on quickly creating engaging, modern websites.

Key Features:

  • Intuitive drag-and-drop website editor
  • 900+ customizable templates with mobile optimization
  • Integrated SEO and marketing tools
  • AI tools for generating text, visuals, and fully designed sections on your site
  • Built-in donation and fundraising tools
  • Online stores, blogs, and other tools to build out your site

WordPress

WordPress is a highly customizable, open-source platform that powers over 40% of websites worldwide. It’s an excellent choice for nonprofits looking for flexibility, with thousands of themes and plugins available to tailor the site to their needs. While it requires more technical know-how than other platforms, it offers unparalleled functionality and control for organizations of all sizes.

Key Features:

  • Extensive library of themes and plugins, including nonprofit-specific options
  • Full control over website design and functionality
  • Built-in blogging and content management system
  • Ability to integrate donation forms, payment gateways, and CRM tools
  • SEO-friendly framework to increase online visibility

Other Nonprofit Digital Marketing Tools

A well-rounded nonprofit marketing plan encompasses multiple channels. Let’s explore a variety of other nonprofit marketing software that you might not have considered.

Double the Donation Matching

Workplace giving generates an incredible $5 billion for charities every year. Matching gifts make up a big part of this, but a lot of revenue goes unclaimed for nonprofits since donors are often unaware of the opportunity. Double the Donation Matching can automatically identify and contact your match-eligible donors. You can also embed a convenient search tool where donors can manually check their eligibility for matching gifts from their employers.

Double the Donation is nonprofit software for marketing matching gifts.

Key Features:

  • Automated reminders to donors for matching gift submissions
  • Matching gift search tool for donors to identify eligibility
  • Integration with donation forms and CRM platforms
  • Real-time tracking of matching gift progress
  • Auto-submission, which allows the software to submit a match request on behalf of donors

eCardWidget

eCardWidget enables nonprofits to create and send digital greeting cards as part of their donor engagement and fundraising strategies. Using this nonprofit marketing software, design branded eCards for various occasions, providing supporters with a unique way to contribute while sharing your message. eCardWidget is an innovative way to combine creativity with donor outreach. Create thank-you cards, birthday cards, event invitations, or cause awareness eCards to boost peer referrals. You can even sell eCards to raise funds.

Peace Winds created this eCard with eCardWidget's nonprofit marketing software.

Key Features:

  • Customizable eCard templates for branding and personalization
  • Integration with donation forms to encourage contributions
  • Scheduling tools for timed eCard delivery
  • An embeddable widget that you can add to your site
  • Analytics to track engagement with eCards

Tatango

Tatango is a text message marketing platform designed to help nonprofits engage supporters through SMS campaigns. It’s built for large-scale campaigns and offers advanced features like segmentation and automation to deliver personalized messages. Tatango is especially valuable for fundraising, event promotion, and driving immediate action.

Key Features:

  • SMS and MMS campaign creation with personalized messaging
  • Advanced audience segmentation
  • Automation tools for recurring messages and campaigns
  • Compliance with regulations like SOC-2 for safe messaging
  • Integrations with popular nonprofit software like Salesforce and Classy

Start marketing your nonprofit.

The right nonprofit marketing software will empower your team to amplify your message and connect with supporters. If you’re unsure where to start, stick with foundational platforms like email and powerful opportunities like Google Ads.

Remember, Google Ads is a powerful platform for targeting your audience, and the Ad Grant allows you to tap into it for free. If you need help creating your campaigns, reach out to our Google Ad Grant experts to confirm your eligibility and craft compelling ads for your cause.

To continue refining your nonprofit marketing plan, check out these free resources:

Google Ads amplify your site's valuable content to supporters. Our experts can determine if your nonprofit qualifies for free Google Ads. Get a free consultation!

Feature image that reads "How to Run a Successful Nonprofit Awareness Campaign"

Nonprofit Awareness Campaigns Guide: Steps, Tips, & Examples

Does your organization need to get the word out about an urgent funding need? Are you looking to boost public understanding about an issue in your community? A nonprofit awareness campaign can quickly put your cause in the spotlight!

These marketing campaigns primarily focus on educating people about your work, and they can be facilitated through traditional media channels or run entirely online.

To help you get started with your own nonprofit awareness campaign, this guide will cover everything you need to know to be successful:

If you’re ready to spread the word about a cause that’s close to your heart, an awareness campaign is likely the best move. Let’s dive in!

Google Ads can raise awareness for your nonprofit cause--and the Getting Attention team can help you get started. Get a free consultation!

Nonprofit Awareness Campaigns FAQ

Before we cover the process of hosting your own nonprofit awareness campaigns, here are some basics you should know.

What are nonprofit awareness campaigns?

Nonprofit awareness campaigns, also known as social awareness campaigns or public awareness campaigns, are marketing initiatives that aim to increase public knowledge of or interest in a cause.

These causes are directly related to your nonprofit’s mission, but they typically concern a specific issue rather than your organization’s entire purpose. Consider these examples:

  • A legal aid organization wants its constituents to be aware of a new immigration law and its potential implications. It spreads the word in email newsletters and blog posts.
  • An animal shelter wants to raise awareness about the importance of adopting rather than purchasing from backyard breeders. It sells a collection of branded merchandise that features the main message of the campaign: “Save a Life! Adopt! Don’t Shop.” This way, the organization’s supporters can help raise awareness just by using the products they buy.
  • A disaster relief organization runs a rapid-response awareness campaign in preparation for the upcoming hurricane season. Using radio and social media ads, it informs the community about emergency preparedness best practices and available resources.

When are the best times to launch nonprofit awareness campaigns?

This depends on your nonprofit. Many organizations find that the best time to host their campaign is in conjunction with an established day of nonprofit fundraising or awareness month, such as GivingTuesday or AAPI Heritage Month. During these months, your audience may be extra interested in your cause, and an awareness campaign can help your nonprofit stand out.

Ultimately, the best time to launch a nonprofit awareness campaign is the time that makes the most sense for your organization and your target audience.

Where do you promote nonprofit awareness campaigns?

Just like any other nonprofit marketing campaign, you should choose communication channels that align with your audience’s preferences. Social awareness campaigns see a lot of success online, but plenty of campaigns combine both digital and in-person elements.

Common places to promote nonprofit awareness campaigns include:

This graphic and the text below list common places to promote nonprofit awareness campaigns.

  • Social media
  • Your website
  • Email
  • Google Ads
  • In-person events
  • Virtual events

Look at the communication preference information in your donor database along with past results of marketing campaigns to determine the right channels for your nonprofit.

What tools and resources help nonprofits spread their awareness campaigns?

Since many nonprofits host awareness campaigns, there’s plenty of available support for organizations that want extra help. Consider using:

  • Marketing platforms: Since you’ll likely use multiple marketing channels during your awareness campaign, you may find it tricky to give each channel the time and attention it needs to be an asset to your campaign. Using a marketing platform such as an email marketing tool or a social media management solution can help organize your outreach efforts and even automate menial tasks for you, such as creating HTML code for your email newsletters.
  • Fundraising platforms: If your awareness campaign includes a fundraising component, consider leveraging a fundraising platform to facilitate giving. For example, you may set up a crowdfunding page, launch a peer-to-peer fundraiser, or sell products to help raise money for your cause. Ensure any platform you use can securely process donors’ payments.
  • Metric tracking tools: To track progress toward your awareness-raising goals, you’ll need data. Leverage new or existing tools to get the data you need. For example, you might choose Google Analytics to track trends in visitor behavior on your website to evaluate how well it’s helping with your campaign.

One of the best resources available for awareness campaigns is the Google Ad Grant. As part of their corporate social responsibility program, Google offers grants of $10,000 in free monthly ad credits to nonprofits.

This is an invaluable resource for getting your awareness campaign in front of the right audience, as you’ll gain access to users searching for terms relevant to your campaign—meaning they already have an interest in your cause. Plus, they’re proven to be effective. According to Double the Donation’s fundraising statistics, search ads like Google Ads have the highest return on investment of any nonprofit advertising method.

On top of that, reach out to expert consultants who can help you make the most of your Google Ad Grant. They’ll work with you to discuss your campaign goals and messaging strategy. Then, they’ll help create ads that grab your audience’s attention.

 

Reach your nonprofit's supporters with compelling Google Ads. Get a free consultation!

Do nonprofit awareness campaigns work?

When run strategically, nonprofit awareness campaigns can result in increased brand awareness, better fundraising performance, and more online visibility for your cause. Just take a look at the data:

The statistics listed in this graphic and the text below demonstrate the effectiveness of nonprofit awareness campaigns.

  • One case study found that an awareness campaign increased online conversations about the nonprofit’s cause by 908%.
  • The most well-known awareness campaign, the ALS Ice Bucket Challenge, raised enough funds to increase ALS research funding by 187%.
  • Overall, 55% of those who engage with nonprofits on social media take action. This means that running your awareness campaign on social media can generate plenty of conversions toward your cause. Clearly, social awareness campaigns can be highly successful for nonprofits. But like any campaign, that success can vary depending on the strategies you use.

Clearly, social awareness campaigns can be highly successful for nonprofits. But like any campaign, that success can vary depending on the strategies you use.

Tips for a Successful Awareness Campaign Strategy

To craft the most compelling ads and develop an effective awareness campaign strategy, follow these expert tips:

Use storytelling techniques to evoke emotion

Since awareness campaigns are all about generating public interest in a cause or issue, it’s crucial that your messages make an emotional connection with your audience. The best way to do that is by using stories.

Use these nonprofit storytelling techniques as a foundation for your campaign ads:

  • Focus on a central character or group of characters.
  • With their permission, share real stories of your beneficiaries’ experiences.
  • Focus on the stories of beneficiaries and donors rather than your nonprofit’s story.
  • Include concrete details like names, numbers, and statistics.

As you tell these stories, avoid evoking negative emotions like fear or guilt in your awareness ads. Uplifting stories are much more likely to prompt genuine empathy and action from audience members than scare tactics.

Provide clear calls to action

Most nonprofit awareness campaigns aren’t only about spreading awareness of an issue. Rather, they encourage supporters to take action immediately to support that cause. Even if the only action you want supporters to take is to share information, you need to let them know that!

Do this by including clear, compelling calls to action (CTAs) in your messages. Tell readers exactly what they need to do to help and how to do it. Make it as easy as possible to share a post, donate, or join your mailing list by providing directions and links.

Take a look at the CTA in this Instagram post from Color of Change:

This post from Color of Change is an example of effective calls to action for nonprofit awareness campaigns.

In large, bold font, Color of Change calls on its supporters to start a petition to improve Black lives in their own communities. They don’t stop at “Start a Petition,” either. By telling supporters to “Start a Petition & Amplify Your Cause,” this post assures supporters that their action will have a clear and powerful impact on Color of Change’s mission.

Don’t be afraid to branch out

Social awareness campaigns are often the perfect time to get creative with your strategy. Don’t feel boxed in by your typical communication channels or your traditional marketing approaches. Some of the best nonprofit awareness campaigns are the ones that take their audience by surprise.

Consider branching out with your strategy by incorporating:

  • Social media challenges
  • Non-traditional communication channels like TikTok
  • Google search ads
  • Peer-to-peer ambassadors
  • Collaborations with other organizations

That being said, keep your audience in mind when choosing how to get creative. If you know that your target audience doesn’t use TikTok, for example, move in a different direction.

Launching a Nonprofit Social Awareness Campaign: 7 Steps

Now that you know the fundamentals, let’s explore the process of hosting your own nonprofit awareness campaigns.

This infographic and the sections below list the steps of hosting nonprofit social awareness campaigns.

1. Define your audience & set goals

Determining your audience and setting goals go hand in hand. Think about the purpose of your awareness campaign. Do you want to bring a new issue to the forefront of your supporters’ minds? Or do you aim to generate widespread awareness for a specific cause your nonprofit currently prioritizes, acquiring new donors in the process?

Once you’ve broadly determined your main goal and who your target audience is, take stock of their interests and communication habits. Then, use this information to guide your campaign’s messaging, communication channels, and event strategy.

Don’t forget to set key performance indicators (KPIs) so you can measure your progress. If your goal is to raise a certain amount of money using a unique fundraising idea, for example, your KPIs might be the total dollar amount raised and the cost per dollar raised (CPDR). Monitor these metrics throughout your campaign to see how successful your organization was and find opportunities for improvement.

2. Create a basic timeline

Like we mentioned earlier, many nonprofits choose to align their social awareness campaigns with established national awareness months or days. This helps drive support for your campaign because the public will already be thinking about your cause. However, there are also plenty of successful nonprofit awareness campaigns that run on their own timeline!

Once you’ve considered your options, make the following decisions about the timeline of your campaign:

  • If your campaign will be aligned with a national observance
  • If the campaign will lead up to a single day, like GivingTuesday
  • How long the campaign will last
  • How much planning time your team will need

With these decisions made, you’ll be able to create a basic timeline for your campaign and schedule major dates. As you go through the next steps, you can refer back to this timeline and fill it in with more detail to turn it into a thorough marketing plan.

3. Develop your campaign messaging

To develop a strong and cohesive campaign message, reflect on your mission and the themes of any national months or awareness days you’re participating in:

  • If you decide to align your campaign with a national month, such as Black History Month or Breast Cancer Awareness Month, ground your messaging in the themes, subjects, images, and colors associated with the month. This will cause the public to connect your marketing materials with causes and ideas they’re already familiar with, increasing comprehension
  • If your campaign doesn’t align with a specific observance day or month, try to focus on a specific cause your nonprofit supports rather than your entire mission. Consider issues that are especially urgent or relevant right now. Then, determine how you’ll talk about them in your campaign.

Choose one overarching message for your campaign that supports your goals, resonates with your audience, and aligns with any existing public associations or opinions. Use this message as the foundation for every advertisement or piece of campaign merchandise you create to maintain consistency.

In the ad example below, you can see how Wear Orange aligned its nonprofit awareness campaign with National Gun Violence Awareness Month and focused its messaging on how many Americans are affected by gun violence. Keeping their target audience in mind, Wear Orange created graphics in both English and Spanish:

These social media graphics are an example from Wear Orange’s nonprofit awareness campaign.

4. Choose your marketing channels

The communication channels you use to advertise your social awareness campaign will be vital for its success. Use your donor data and additional research to determine which channels your audience is most active on, then choose a combination of digital and traditional channels to focus on. These might include:

  • Your website
  • Google Ads
  • Email
  • Direct mail
  • Facebook
  • Instagram
  • TikTok

You can also think outside the box when it comes to your marketing channels. For instance, say you create and sell t-shirts with your organization’s name or slogan on them as part of your campaign. You can encourage everyone who purchases a shirt to wear on a certain date to engage in a unique form of outreach!

5. Design your campaign ads

Once you have your communication channels set in stone, you can begin designing your campaign ads. Refer back to your overall campaign message, then use these tips to design your most important marketing materials:

  • Campaign page: Create a balance of visuals, information, and calls to action on your campaign page. Provide all the resources supporters need to take part in the awareness campaign, such as instructions for peer-to-peer fundraising, but don’t forget to tell your story with compelling visuals, too.
  • Social media posts: Design a set of social media graphics and videos that match the strengths of your chosen platforms. Powerful posts often include surprising statistics or quick breakdowns of actions supporters can take.
  • Google Ads: With the Google Ad Grant, your nonprofit can reach brand new audiences who are already searching for terms related to your awareness campaign. Design these ads with new audiences in mind, and don’t be afraid to seek the help of Google Ad Grant professionals.

Remember to maintain consistency throughout all of your advertisements in terms of colors, logos, and tone. Aligning all posts with your branding will ensure that your audience can immediately tell that these messages belong to your organization and to the same campaign.

Discover impactful nonprofit advertising examples to spark creativity for your campaigns. Explore real-life nonprofit ads.

6. Plan any campaign events

Not all nonprofit awareness campaigns include events, but many organizations choose to host them as a way to build community with donors or celebrate the progress of the campaign.

If you do decide to host a campaign event, determine if it should be a kickoff or conclusion event and if your audience would prefer the event to be in person, hybrid, or virtual. Then, start planning logistics. Don’t forget to budget for things like software costs and tech support if you’re hosting an online event or venue rentals for in-person events.

7. Launch your nonprofit awareness campaign

With your planning done, it’s time to launch the campaign! Follow your timeline for sending out messages on whatever channels you’ve selected for the campaign. Proactively connect with the people who engage with your campaign. For instance, promptly respond to social media comments and messages or questions that come in via phone or email.

Throughout the campaign, continue tracking the metrics that show your progress toward campaign goals. This will allow you to course-correct as needed if you’re not headed toward the results you want to see.

Once the campaign is over, don’t forget to thank everyone involved—every donor, volunteer, and influencer who helped drive awareness for your nonprofit’s cause. Here are some best practices for doing so:

  • Thank supporters quickly. The sooner you demonstrate appreciation, the sooner a supporter will feel seen and valued by your organization. For donors, you can easily set up an automated thank-you email that triggers after a donation is given.
  • Personalize your thank-you messages. Awareness campaigns can and should help you strengthen relationships with people who care about your cause. Personalize thank-you messages by including donors’ names and specifying what action they completed that helped your campaign succeed.
  • Ensure your thank you fits the recipient’s level of involvement. A gift basket full of treats from local businesses and branded merchandise from your organization might be appropriate for a major donor or heavily involved volunteer, while a thank-you email suffices for those who give smaller donations.
  • Invite further involvement. Educate your supporters about how they can support your mission during the campaign and after it ends. For donors, avoid overwhelming them by immediately issuing another donation request. Instead, highlight volunteer opportunities or upcoming events they can attend.

Don’t forget to have fun with your appreciation strategies! Consider unique methods like sending an eCard, highlighting supporters’ impact on your website, creating a donor appreciation video, or throwing a volunteer appreciation event. Doing something out of the ordinary will make your campaign memorable for everyone involved.

Top Nonprofit Awareness Campaign Examples

Plenty of nonprofits have been in your shoes and found success. Get inspired by these popular nonprofit awareness campaigns:

ALS Ice Bucket Challenge

When you think of social awareness campaigns, the Ice Bucket Challenge is likely the first one that comes to mind. This 2014 online challenge rapidly became an international phenomenon, getting celebrities, families, and people everywhere to dump buckets of ice water on their heads in support of a cure for ALS. It’s known as a form of hashtag activism because of how it spread awareness and inspired action.

By advertising the unique challenge on Facebook, Twitter, and their website, the ALS Association was able to raise $115 million from 2.5 million donors. Years later, the funds raised as a result of this awareness campaign have led to dramatic progress in ALS research.

This is a screenshot of Jimmy Fallon’s Facebook post about the ALS Ice Bucket Challenge, one of the most well-known nonprofit awareness campaigns.

What made this nonprofit awareness campaign successful:

  • By using the format of a social media challenge, word of the ALS Association’s cause quickly spread from one supporter to their entire social network.
  • The Ice Bucket Challenge relied on celebrity influencers who provided the ALS Association with access to a much wider audience.
  • The directions for participating in the campaign were straightforward and simple, making it easy for anyone to join.

988 Suicide & Crisis Lifeline’s “I’m So Glad You’re Alive” Call 988 T-Shirt Fundraiser

988 Suicide & Crisis Lifeline is a national network of local crisis centers that provides free and confidential emotional support to people in suicidal crisis or emotional stress on a 24/7 basis.

In 2022, the organization launched a t-shirt fundraiser through Bonfire to raise awareness about the new Lifeline phone number available to the public, 988. Proceeds from the fundraiser went toward all activities associated with running Lifeline.

Screenshot of the Call 988 Bonfire fundraising page

What made this nonprofit awareness campaign successful:

  • The “I’m So Glad You’re Alive” Call 988 Campaign took place ahead of the launch of the new Lifeline phone number, helping educate the public about a new mental health resource.
  • By using a fundraising platform like Bonfire, the organization made it simple and easy for supporters to give to their cause and get something (a high-quality t-shirt) in return.
  • Selling t-shirts not only provided a way for supporters of the 988 Suicide & Crisis Lifeline to make an impact on the organization but also to raise awareness in their personal networks about suicide prevention. Every time a t-shirt buyer wears their shirt, they’re advertising the new Lifeline.

Wear Orange for Gun Violence Awareness

Every year since 2013, Wear Orange has hosted a national awareness campaign for victims of gun violence. The campaign asks supporters to draw attention to the issue of gun violence with one simple action: wearing orange.

During the first weekend in June, Wear Orange hosts in-person events across the country in collaboration with local nonprofits. They also promote the campaign on social media, providing supporters with multilingual graphics and information to share on their own pages.

In this screenshot, the Wear Orange website explains the nonprofit awareness campaign’s mission of ending gun violence.

What made this nonprofit awareness campaign successful:

  • Wear Orange hosts its annual awareness campaign in June, which is National Gun Violence Awareness Month.
  • The campaign website features a “ways to participate” page, which gives clear, straightforward directions on how to take action.
  • In 2018, Wear Orange centered its campaign messaging around a single story: the shooting of Hadiya Pendleton and how her friends commemorated her by wearing orange.

Neuroclastic, Inc.’s Bonfire Peer-to-Peer Fundraising Page

Neuroclastic, Inc. is a nonprofit publication headquartered in Lynchburg, Virginia. It features resources, articles, and creative expressions from Autistic people about the autism spectrum.

Neuroclastic, Inc. has its own profile and merch store on the t-shirt fundraising platform Bonfire that features their custom t-shirt designs and allows supporters to sell t-shirts on behalf of the organization’s cause.

Screenshot of Neuroclastic Inc.'s Bonfire profile page

What made this nonprofit awareness campaign successful:

  • The opportunity to start a peer-to-peer fundraiser for Neuroclastic, Inc. is an ongoing one. This means supporters can easily jump into action when the time is right for them.
  • The variety of designs offered on Neuroclastic, Inc.’s online t-shirt store provides several fun options for supporters to choose from when they want to contribute to the organization’s mission.
  • The organization practices what it preaches—its All Autistic Communication Is Valid design was created by an Autistic illustrator. This demonstrates that the nonprofit truly empowers Autistic people.

Wrapping Up

When done well, nonprofit awareness campaigns can quickly bring your community together to learn about and support your organization’s cause. They can lead to plenty of new donors and turn your existing supporters into true advocates for your nonprofit.

Planning a nonprofit awareness campaign takes work, but you don’t have to do it alone. Consultants like the experts at Getting Attention are here to help you design compelling ads and run an impactful awareness campaign. To learn more, check out these additional resources:

Click this image to get a free Getting Attention consultation and start harnessing the power of Google Ads for your nonprofit awareness campaigns.

The title of this article, Hiring A Google Grant Agency: Tips and Best Partners

Hiring A Google Grant Agency: Tips and 10+ Best Partners

Google is the world’s most popular search engine, fielding at least 8.5 billion searches per day. That’s 8.5 billion reasons nonprofits should take advantage of the Google Ad Grant program, which gives $10,000 worth of ad credits to eligible organizations every month to create ads on Google.

Ad campaigns require consistent upkeep, performance tracking, and compliance with Google’s official account requirements. That’s why we recommend working with a certified Google Grant 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. Plus, agencies that are Google Partners have a seal of approval you know you can trust.

To ensure you partner with the right agency, this guide will walk through:

Here at Getting Attention, we work alongside nonprofits to get their accounts approved and maximize their campaigns’ performance. As a Google Grant agency, we believe in the power that effective Google Grant management holds for nonprofits. Let’s get started so you can partner with the right Google Ad Grant manager.

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What Is A Google Grant Agency?

A Google Grant 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: An agency’s experts know everything about the eligibility requirements your nonprofit must meet and can ensure you qualify for the program.
  • Program applications: A Google Ad Grants professional can complete the application on behalf of your organization.
  • Keyword research: Unlike general marketing agencies, Google Ad Grant professionals are experts in keyword research, helping you get your ads in front of the right audience with targeted keywords.
  • Ad creation: When it comes to actual ad construction, Google Grant agencies can create well-written ads using keyword research and features like ad assets to effectively drive conversions.
  • Compliance with the program’s rules: A grant manager will ensure your nonprofit meets the program’s extremely specific requirements and guidelines.
  • Account reactivation if needed: Failing to comply with the program’s rules can result in account suspension. Should this happen, a Grant agency will work to reactivate your account as quickly as possible.

Overall, the professional’s goal is to help each nonprofit build awareness for its cause and create high-converting campaigns that are meaningful to the organization’s work.

Some Google Ad Grant agencies are officially recognized by Google and have earned the title of Google Partner. While some start-up agencies that have yet to earn this designation may be worth exploring, Google-certified organizations have already proven their ability to maintain high-quality ad campaigns. When considering agencies, check to see if they’re a Google Partner.

What is Google Grant Management?

Before speaking with or even researching specific agencies, you must understand the actual services that Google Grant management entails. That way, you can determine the areas in which you need help and confidently enter your conversations with agencies.

Partner with a Google Grants agency for help with grant compliance, application, and account management.

Google Grant Application

If you don’t already have your account set up, a Google Grant agency can help you get started by checking your eligibility and guiding you through the application process. These are the application requirements they can help with:

This graphic shows the application steps that a Google Grant agency can help with.

  • Creating a Google for Nonprofits account: Creating a Google for Nonprofits account: They’ll check whether you meet the requirements for an account, so you’ll be approved by Google’s verification partner, Goodstack. This account is necessary for Google Grants and also provides access to services like Google Workspace for Nonprofits and the YouTube Nonprofit Program.
  • Installing Google Analytics on your website: Google Analytics is essential for ad performance tracking. Plus, it’s a requirement that all websites need to meet when participating in the program.
  • Picking valuable content to promote: A Google Grant agency can help pick key actions that will advance your mission. Then, they’ll help select pages on your site to meet those goals. For example, if you want to boost volunteer registrations, they might suggest promoting your volunteer information and registration page.
  • Verifying your current and valid charity status: If your organization is based in the United States, you’ll need a current 501(c)(3) status to receive the Google Grant. The right Google Ad Grant agency can make sure that your documents and registrations are up to date, making the application process smoother.
  • Checking that you have a valid SSL certificate: You’ll need a Secure Sockets Layer (SSL) certificate to authenticate your website’s identity and enable an encrypted connection. A Google Grant agency can verify whether you have one, and if you don’t, they might provide guidance on how to get one.
  • Agreeing to Google Nonprofit Terms: To apply for a Google Grant, nonprofits need to agree and comply with Google’s Nonprofit Terms of Service. Google Grants agencies can walk through the terms and ensure that their clients know exactly what they’re signing up for.

If your nonprofit organization holds valid charity status and your website is well-developed, then you’ll most likely get the Google Grant. Work with a Google Grant agency to ensure that nothing slips through the cracks and that the application process goes smoothly.

Google Grant Account Management

Compared to other marketing channels, search ads have the highest return on investment (ROI) for nonprofits using paid advertising, meaning the impact of the Google Ad Grant goes far beyond simply being approved for the program. To help you make the most of your allotted $10,000 each month and strengthen your marketing, a Google Grant agency will offer the following account management services:

This graphic shows the five account management services offered by a Google Grant agency.

  • Create, maintain, and optimize ad campaigns: Ideally, a healthy Google Grant account has 3-5 active campaigns to drive results. An expert will track these campaigns, report their performance, and refine your online content to improve your ads continuously. They can even provide reports with data from Google Analytics and Google Tag Manager so that you can get a sense of your goal progress in real time.
  • Maintain account hygiene: A Google Grant agency will carry out data hygiene best practices, eliminating outdated and unnecessary data hindering your work.
  • Optimize online website content: As your Google Grants account matures, you’ll need to create or update content to serve your audience’s needs. A Google Grant agency will research keywords that are relevant to your mission and may make suggestions to improve your landing pages to drive online traffic and conversions.
  • Consistently check up on your account: Maintaining your account is an ongoing process. A Google Ad Grant agency will consistently check in with your performance to ensure your campaigns are doing all they can to promote your cause and increase target actions.
  • Get your account reactivated and compliant: Managing a Google Ad Grants account can be confusing, and account suspensions do happen. If your account is suspended, partnering with a professional who knows the ins and outs of Google Grant compliance is your smartest option.

Managing your campaigns can be difficult, especially when you have other projects to juggle and events to plan for your organization. Your Google Ad Grant manager knows how to use it to drive conversions and see measurable results for your organization.

Google Grant Compliance

One of the most important roles of a Google Grant agency is to keep nonprofits’ accounts in compliance with the program’s guidelines. 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:

This graphic shows the important requirements that a Google Grant Agency handles for nonprofits.

  • Keyword rules: To comply with Google’s Ad Grant guidelines, an agency will help your nonprofit avoid single-word and overly generic keywords that ignore the searcher’s intent. They’ll research and choose keywords with quality scores higher than two in accordance with Google’s requirements.
  • Data regulations: A Google Grant manager will keep an eye on your click-through rate (CTR), which must be at least 5%, according to Google’s program rules. They’ll also set up conversion tracking, monitor your performance, and make adjustments to ensure you’re meeting the minimum of one conversion per month.
  • Account structure guidelines: An agency will make sure your account follows the right structure, such as running multiple ads per group and using sitelink assets. They’ll also remind you to respond to the annual program survey.

Bottom line: A Google Grant agency will keep your Ad Grant account in check and fully compliant, even as Google updates its rules. Make sure the Google Ad Grant manager you partner with is able to support your needs as your account grows and evolves.

What is a Google Partner?

Any marketing agency can offer Google Ad Grant assistance. However, while there are some promising startup organizations that can provide high-quality service, nonprofits can ensure their Ad Grant account is in good hands by working with a certified Google Partner.

Google Partners are agencies that manage Google Ad Grants that Google has recognized as producing legitimate, quality work. These organizations are not run by Google, but the program does provide them with additional support to ensure their clients continue receiving unparalleled service.

Most Google Ad agencies will make it clear on their website that they are a Google Partner. However, if you want to only look at Google Partners, explore Google’s Partner Directory. Apply filters to find agencies that are near you and have the right level of certification, or enter the name of an organization you’re already considering to check if they’re a partner.

On our list of recommended Google Grant agencies, we have a mix of certified partners, like our own organization Getting Attention, as well as consultants that provide worthwhile services but have yet to enter the partner program.

The Benefits of Hiring a Professional for Google Grant Management

Partnering with a professional will drastically enhance your Google Ad capabilities. Especially when you hire an agency that’s Google-certified, you can rely on them to pick the best keywords for your cause and generate high-converting ads. Ultimately, they’ll empower you to make the most of your grant money and put your ads in front of likely prospects.

Here are some of the core benefits you should expect:

This graphic shows the core benefits a nonprofit can expect from working with a Google Grant agency.

  • Fast setup. An agency will not only handle the entire application process for the Ad Grant program but also will get your ads up and running as soon as your account is approved.
  • Ongoing optimization. A Google Grant agency will have keen insight into campaign creation and maintenance best practices. After your ads have been up and running for a while, these professionals will review the data, pinpoint potential improvements, and then implement those optimizations.
  • Clear reporting. Even if you work with data daily, understanding your ad campaigns’ performance results can be tricky. A Google Ad Grant manager will interpret this data for you, making sure you understand what’s going well and what can be improved.

These professionals have in-depth knowledge of the program’s requirements, features, and tools, so you can spend your time focusing on other areas of your nonprofit. All in all, partnering with a Google Ad Grant agency can be incredibly beneficial, as long as you spend time choosing the right one for your team!

How to Hire a Google Ad Grant Agency

To unlock the benefits of a grant manager, hiring a knowledgeable Google Grant agency is essential. Start your search by following the three stages of the hiring process:

This graphic shows the three stages of the Google Grant agency hiring process.

  1. Criteria search: Find an agency that meets your nonprofit’s preferred criteria, such as Google Ad Grant specialization, a fair pricing model, and Google Partner status. Explore different agencies’ websites to find out more about their services, case studies, and reviews.
  2. Consultation: Meet with prospective agencies to learn more about their services. Prepare a list of important questions ahead of time, such as inquiries about the agency’s communications, certifications, and willingness to help beyond their traditional offerings.
  3. Hiring: Narrow down your search to the top selection of potential agencies. Once you’ve made your choice, hire the agency that best fits your nonprofit’s needs!

Above all else, prioritize a Google Grant agency’s Ad Grant program knowledge, services, and professionalism. In turn, you’ll wind up with a professional who acts as an extension of your team.

10+ 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, here are 10 Google Grant agencies that we’d recommend to kickstart your search.

Getting Attention is a Google Grants agency that solely focuses on the Google Ad Grants program.

1. Getting Attention | Best All-Around Google Grants Agency

Here at Getting Attention, we specialize in Google Ad Grants and are a proud Google Partner. 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 nonprofit serves, and how you can drive meaningful conversions.

Here’s how we can help you make the most of your grant money:

This graphic summarizes our Google Grant agency's services, which are written below.

  • Google Grant application. Don’t worry about forgetting something in your application. Our experts will walk you through your application so that you’re accepted!
  • Google Grant reactivation. We know that getting your Google Grant account suspended isn’t ideal. If your account was deactivated, we can help bring it up to code and make sure it stays that way.
  • Strategy creation. We’ll help you pick conversion actions to push you toward your goals, whether you want to increase donations, volunteer signups, event registrations, or something else. Then, we’ll select the best landing pages to get the job done!
  • Ad creation. We’ll write strong ads that target the right keywords and inspire likely supporters to take action.
  • Account optimization. We’ll track ad performance and adjust your bid strategies and ad copy to improve results. We’ll also make sure your account complies with Google’s rules.
  • Monthly data reporting. Our Google Grant agency will keep you in the loop with transparent reports that communicate KPIs like conversions, CTR, and ad spend.
  • Google Grant reactivation. We know that getting your Google Grant account suspended isn’t ideal. If your account was deactivated, we can help you get it up to code and make sure it stays that way.

Getting Started with Getting Attention

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 $600 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!

Skip the hard work and let our team manage your Ad Grant for you. Get a free consultation.

Nonprofits Source header.

2. Nonprofit Source | Best Google Grants Agency for Information

If you’re starting at square one with the Google Ad Grant, the most important thing you need is information. Nonprofits Source provides marketing assistance to charitable organizations looking to grow their online impact, but where it really shines is its host of free educational information.

While they offer general digital marketing services and don’t manage Ad Grant accounts, you can learn a lot about the Ad Grant program from them. Scroll through the Nonprofits Source blog to find detailed information about nearly every aspect of the Google Ad Grant, including:

  • Program overview. Need a basic rundown of how the Google Ad Grant works? Nonprofits Source has information on what the Ad Grant is, applying, choosing keywords, and maintaining a successful and compliant account long-term.
  • How to hire a Google Grant Agency. If you want a second opinion on how to hire a Google Ad Grant manager, Nonprofits Source has got you covered. They have articles look in-depth at what grant managers do, why you need one, and how to assess their qualifications.

Check out Nonprofits Source’s blog to learn more about the Google Ad Grant and partner with them to expand your online presence.

DNL OmniMedia is a professional nonprofit technology and Google Grants manager.

3. DNL OmniMedia | Best Google Grants Agency for Nonprofit Technology

DNL OmniMedia is a well-known nonprofit technology consultant. While it’s not their sole purpose, their offerings also include Google Grant services. They’ll help you with the following:

  • Keyword strategy development. They’ll help you target terms that are central to your mission and connect with likely prospects.
  • Analytic management. They’ll create custom reports that make sense for your campaigns’ priorities.
  • Website development. Powered by skilled developers, DNL OmniMedia can help you communicate your cause and drive conversions through your website.

Start by researching DNL OmniMedia’s other offerings to see how they can optimize other areas of your nonprofit’s technology strategy!

RKD Digital is a Google Grants agency that will help you develop a holistic marketing strategy.

4. 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 works with nonprofits to produce effective marketing strategies. They’ll help you reimagine what marketing looks like with Google Grants services, such as:

  • Account activation. They’ll handle every part of the application process, from securing validation tokens to filling out relevant applications.
  • Campaign and ad creation. RKD Digital will build high-level campaigns that follow Google’s required account structure. They’ll even write the ad copy for you!
  • Holistic strategy development. They’ll help you determine how Google Ad Grants fit into your multichannel marketing strategy, so you can intertwine your efforts and achieve your conversion goals.

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!

Check out Allegiance Group, an experience Google Ad Grants agency for nonprofits and associations.

5. Allegiance Group | Best Google Grants Agency for Fundraising

Allegiance Group is a full-service firm that combines fundraising, marketing, and technology, so their nonprofit clients can inspire action and make an impact. They’ll help you harness the power of the Google Ad Grant with the following services:

  • Ad creation. Allegiance Group will craft the copy for your Google Ad campaigns, monitor your ads, and make adjustments based on the metrics it generates.
  • Form optimization. They’ll optimize your landing pages by developing custom forms and surveys that you can promote with Google Ads.
  • Custom reporting. They’ll develop custom implementations of Google Analytics for your team, delivering insightful reports and granting you access to real-time dashboards. You’ll get critical metrics, data interpretations, and recommendations for your next campaign.

Explore Allegiance Group’s website to learn more about how they’ll enable you to intertwine your digital fundraising and marketing efforts through the Google Ad Grant.

WebFX is another great Google Grants agency, even though they primarily serve businesses.

6. WebFX | Best Google Grants Agency for NGOs

While their primary focus is on businesses, WebFX empowers NGOs to take advantage of Google Ad Grants and is even part of the Certified Partner Directory. As a leader in SEO, PPC, social, and web design services, they provide offerings like:

  • Industry analysis. They’ll analyze the current SEO landscape of your industry to determine what content your prospects are searching for online.
  • Ad copy and performance testing. They’ll handle the copywriting and monitor your campaigns’ performance to determine what drives users to engage with those ads.
  • Google Analytics tracking. They’ll make sure you set up goal tracking in compliance with the program’s guidelines.

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.

Digital Ninjas is an Australian-based Google Ad Grants agency.

7. Digital Ninjas | Best Google Grants Agency for Advocacy Organizations

Digital Ninjas is a professional consulting firm that helps nonprofits drive greater fundraising and advocacy results through digital campaigns. Their services dedicated to Google Ad Grant management and organic search include:

  • Google Analytics. These experts will measure the metrics that matter most to your organization within Google Analytics.
  • Ad copy development. They’ll develop high-quality ads using your organization’s brand voice and goals.
  • Account development. Once they’ve pinpointed the right keywords and gotten the ad copy approved, they’ll build out your account and make sure everything’s ready to go.

Check out their website to learn how Digital Ninjas can make your search engine marketing (SEM) endeavors a breeze.

Uprise Up is a Google Grants agency located in the U.K.

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. As part of their relentless endeavor to further social good, they offer Google Ad Grant management services to nonprofits, including:

  • Account testing. Uprise Up will run your account through its Ad Grant policy checker to make sure you’re always adhering to the rules. They’ll also continually test your campaigns’ results to make sure they’re driving qualified prospects to your site.
  • Future-proofing. As a certified partner, Uprise Up is on top of the program’s requirements and will respond to any new algorithm changes as soon as they hear about them.
  • Compliance. This agency uses automated scripts to continually check that your account adheres to the policies. If anything is flagged, they’ll make the necessary adjustments to your account.

As one of the few UK-based Google Grant agencies, Uprise Up is a great choice for UK organizations. Before reaching out, take a look at their website to learn more about their work.

Koios is a Google Grants agency that works with libraries.

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 helps libraries take advantage of the Google Ad Grant program through management services like:

  • Google Grant application. Their team will set up your Google for Nonprofits and Google Ads accounts. If Google turns down your application, they’ll follow the instructions provided to reapply.
  • Ad optimization. Koios will monitor your campaigns and make sure you’re driving meaningful conversions. They even boast an average 12.8% CTR, which is well above the industry average of 3%.
  • Catalog awareness. They’ll help expose catalog records through your ads that would otherwise be invisible to Google.

Koios offers 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.

INTK is a Google Grants agency that works specifically with cultural organizations.

10. INTK | Best Google Grants Agency for Cultural Organizations

INTK works exclusively with cultural organizations, such as museums and performing arts centers, to generate awareness through targeted ads on relevant search results pages. Here are some of the core services they offer:

  • Google Grant application. INTK has a 99% success rate with Google Grant applications. On the off chance that your account isn’t approved, they’ll take the appropriate steps to ensure it is.
  • Campaign creation and maintenance. They’ll help you get your campaigns up and running. Then, they’ll perform monthly maintenance to ensure everything’s in line.
  • Website design. While separate from their Google Ad Grant management services, INTK also offers web design and development. They’ll create a website unique to your industry so you can develop valuable content to promote through your Google Ads.

INTK is certified by Google and has direct access to the Google Ad Grants team, which means they’re 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.

Platypus Digital's Google Grants agency is a reliable choice for any nonprofit.

11. Platypus Digital | Best Google Grants Agency for Multichannel Strategies

Platypus Digital is a leading digital marketing agency for charities. With expert Google Ad Grant management, they’ll help you increase brand awareness and connect with motivated supporters through services like:

  • Compliance audits. They’ll analyze your account and walk you through the exact changes you need to make to be in line with Google’s requirements.
  • Up-to-date reporting. They’ll report your performance through Google Data Studio dashboards. They’ll also send you regular emails and scheduled reporting calls where they walk you through the results.
  • Multichannel strategy development. They’ll also manage paid Google Ads and GrantsPro accounts. Plus, they’ll run search, display, YouTube, and shopping ads.

If you think Platypus Digital would be a good fit for your organization, explore their website to learn more about their Google Grant services.

Next Steps for Your Google Grant Strategy

When it comes to starting your nonprofit’s online marketing on the right foot, the Google Ad Grant is your answer. However, applying for and maintaining your account is no walk in the park. Turning to a professional Google Grant agency, like Getting Attention, is your best bet.

While we shared several recommendations, Getting Attention is the only Google-certified full-service agency that focuses solely on Google Ad Grants. 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!

Are you interested in learning more about Google Ad Grants or marketing your mission effectively? Explore these great additional resources:

Get clicks and get support with a Google Grant agency. Discover what Getting Attention can do for your nonprofit's online presence. Get a free consultation!