This guide explores how nonprofits can use matching gift forms to fund their missions.

How to Use Matching Gift Forms 101: A Nonprofit Guide

Most nonprofits are familiar with matching gifts. But how many organizations actually pursue them with a dedicated strategy? According to Double the Donation, $4-$7 billion in corporate matching gift funds goes unclaimed every year. When 78% of donors have no idea if their employer matches gifts, the group is not completing the matching gift forms their companies require to secure corporate revenue.

In order to bridge the gap, nonprofits are taking increasingly proactive approaches to educate donors and provide them with the matching gift forms they need. We’re here to show you how to do just that. Supply donors with the right forms, streamline the request process, and drive more matches to completion.

In this guide, we’ll cover all the essentials of matching gift forms, including:

In the end, you’ll know how to raise more revenue for your nonprofit by strategically promoting matching gifts. Let’s get started!

Bypass matching gift forms with 360MatchPro's auto-submission

What Are Matching Gifts?

Matching gifts are a unique and impact-driven fundraising initiative in which one donation is matched by another, ultimately producing double the value. These contributions take place when a company or other entity agrees to match individual donations—either to a specific organization (such as with a one-off matching gift program) or a range of charitable missions.

While various types of programs include personal matching gifts (e.g., a generous supporter matches donations up to a certain amount for an organization during a campaign) and larger matching gift campaigns (e.g., a business, foundation, group of supporters, or another benefactor matches gifts up to a certain amount), the most common by far is corporate matching gifts. In these programs, employers match the donations their employees make to eligible nonprofits, thereby incentivizing philanthropy among their staffs.

This graphic explains how matching gifts can double someone's donation to a nonprofit.

Most companies have a set match ratio (usually 1:1, though it can be higher or lower), but lots of employees don’t know their companies even offer these programs. That’s why it’s important to promote matching gifts in your marketing strategy. Many supporters won’t know to check with their employers until you suggest it!

Generally, the corporate matching gift process looks like this:

  1. An individual donates to a nonprofit.
  2. The individual looks up their eligibility for a matching gift and accesses the forms needed to submit their request (this is a big part of it, and the purpose of this article!).
  3. The individual submits the match request to their employer.
  4. Their employer reviews the request and verifies the donation with the nonprofit.
  5. The employer matches the donation.

But as you get into the nitty-gritty details of matching gift policies, there are a few other things you need to keep in mind.

Eligibility

Both your donors and your organization have to be eligible for a matching gift. First, donors should confirm that their employment status (full-time, part-time, or retired) allows them to submit a match request. From there, you’ll want to verify that your organization falls into one of the specific nonprofit categories the company donates to.

Minimum and maximum gift amounts

Most matching gift companies establish a limit on the amount of money they’ll match, typically stating the maximum each employee can request each year. Businesses also determine a minimum amount, though this is generally set at around $25 or less.

For an employee’s matching gift request to be approved, their recent gift should fall within the threshold their company has defined.

Match ratios

Though it ranges from one company to the next, most employers offer a dollar-for-dollar (or 1:1) match, with most ratios ranging from .5:1 to 4:1.

Before a donation can be matched, all of those considerations must be addressed. That’s where matching gift forms come into play!

What Are Matching Gift Forms?

Matching gift forms are a specific type of document completed by an individual donor and used by a matching gift company to review the individual’s eligibility. This form generally captures specific information regarding the donor, their recent gift, and the recipient organization to ensure the requested match adheres to the company’s program guidelines.

As donors initiate their requests, there are a few kinds types of matching gift forms they might expect to use: paper, electronic, and automated. Let’s take a look at each format below.

Paper Matching Gift Forms

While paper matching gift forms aren’t very common these days, it’s still important to offer access to a paper version if it’s available. This is especially crucial for older supporters who prefer paper materials or for certain (though few) companies that require them.

Regardless, the paper form includes the following key components:

This graphic shows the typical format of a paper matching gifts form.

  • Donor Name
  • Employee Identification Number
  • Mailing Address
  • Phone Number
  • Donation Amount
  • Recipient Organization
  • Donation Date

Here’s how it works: The donor will typically need to provide official documentation of their gift (such as a donation receipt, which your nonprofit will need to create), as well as information about the type of organization (cultural, educational, etc.) and the donation date.

Once the paper form has been filled out, the donor can submit it via the employer’s preferred method (mail, fax, etc.), and the company will review the request.

Electronic Matching Gift Forms

Electronic matching gift forms make it easier for employees to submit their matching gift requests, which is great for your organization! The entire process is more streamlined, which results in more donors filling them out.

Plus, electronic forms can be used in conjunction with matching gift software (more on that below), which nonprofits use to encourage matching gift request submissions and automate the entire process.

Here are the key components of electronic matching gift forms:

This graphic shows the typical format of an electronic matching gifts form.

  • Employee sign-in page: In order to access their employer’s electronic matching gift forms, employees typically need to sign into the company website using their employee username and password. Retirees might have to register and log in using a third-party company, but from there, it’s pretty simple to navigate.
  • Submission form: Similar to paper forms, employees will be asked to provide information about their donation. This might include the recipient organization’s name and info along with the donation amount and date.

Once the electronic form has been submitted, the employer reviews it and determines whether the donation is eligible for a match. Then, your organization will need to verify the donation for the matching gift company by confirming receipt of the original gift and verifying your 501(c)(3) status.

Automated Matching Gift Forms (From Double the Donation)

The final category of matching gift forms are those exclusive to Double the Donation, the industry’s leading provider of matching gift software. They’ve recently rolled out a few new types of matching gift forms that can make a significant difference in overall program participation rates.

These include Double the Donation’s standard matching gift form (for one-off matching gift programs) and complete auto-submission functionality (for companies using CSR platforms that integrate with 360MatchPro).

Double the Donation's standard matching gift form

From a donor’s perspective, the key difference between this type of automated submission and other types of matching gift forms is that the request process takes place entirely behind the scenes. In fact, the donor is not required to provide additional information about their donation to complete their match submission. Instead, Double the Donation leverages data from the transaction record itself, along with details provided directly from nonprofit organizations, to complete the form behind the scenes.

All the donor typically needs to do is enter their corporate email address to verify their identity and authorize Double the Donation to submit a match request on their behalf. From there, the standard match form is automatically completed and emailed to the donor’s employing company to review, approve, and disperse funding as usual.

Bypass matching gift forms with 360MatchPro's auto-submission

How Can Matching Gift Software Help?

You might have heard the term matching gift software floating around in the fundraising landscape. But has your team ever invested in or really considered these options?

Most leading matching gift software solutions (including our top recommendation, Double the Donation) encompass a few key components.

Donation page widget or search tool

A matching gift database houses information on thousands of companies that offer matching gift programs. This means the database includes details about the company, their match ratio, minimum and maximum amounts, and, most importantly, a link to their matching gift form.

Accessing matching gift forms with a databae search tool

Through an embeddable search tool that can go anywhere on your website, donors type in the name of their employer. The tool then pulls up all of the info they need about submitting a match request.

Automated email follow-ups

Some matching gift software automates the entire process. When a donor makes a gift to your organization using a form equipped with this type of tool, the platform automatically scans the information they provide to determine if they qualify for a match.

Then, depending on their eligibility, the platform triggers outreach outlining the next steps the donor should take. For match-eligible individuals, emails generally contain the recipient’s company-specific program guidelines, links to the appropriate matching gift forms, and encouragement to complete the process.

Accessing matching gift forms with an email

When choosing matching gift software, you’ll want to look at a few different factors:

  • Level of database comprehensiveness, to ensure maximal donor coverage
  • Number of matching gift forms, to simplify the submission process and drive more matches to completion
  • Data accuracy and recency, to enhance the quality of the information provided to donors and produce more completed matches
  • Search tool ease of use, to provide a positive user experience for your donors interacting with the widget
  • Integrations with current fundraising software, to streamline the onboarding and data management processes

Once you’ve settled on a solution, you’re ready to get started!

If you need a little extra advice, our suggestion is Double the Donation’s complete automation system, 360MatchPro. (Take our word for it! Get a demo of Double the Donation here.)

Double the Donation is the leading provider of matching gift solutions. Its matching gift database has collected data on more than 24,000 companies and subsidiaries, along with each one’s matching gift program information. These businesses employ nearly over 26 million individuals, who make up an estimated 99.68% of all match-eligible donors.

TLDR: You’re likely already aware that the right tools can boost your nonprofit’s ability to raise support and donations for its cause. When you employ matching gift tools alongside your donation form, you can further heighten your chances of receiving matching gifts!

How to Incorporate Matching Gifts into Your Donation Form

When people come to your donation page, they’re seriously considering donating to your organization They’re engaged with your mission and therefore receptive at this time to learning about matching gift opportunities.

Take the following scenario to help this point:

Joe, a prospective donor, visits your donation page, ready to make a gift to your organization.

While on the page, Joe notices a search tool on the donation form that says, “See if your employer will match your donation!”

Joe types in the name of his employer (Microsoft), and Microsoft’s matching gift guidelines and a link to the form come up on his screen.

Joe completes his donation and fills out the electronic form to submit a match request.

This is one of several ways you can incorporate matching gifts into your donation process. Alternatively, you can embed your matching gift search tool into your…

  • Donation page
  • Confirmation page
  • Dedicated matching gift page
  • Ways to give page
  • And more!

From there, an automation platform will automatically follow up with match-eligible donors and encourage them to submit a matching gift request. Using tools like these, such as Double the Donation’s 360MatchPro, you can:

  • Make it easier for donors to access the matching gift forms they need.
  • Boost the number of matching gift forms ultimately submitted.
  • Grow your organization’s matching gift revenue.
  • Increase engagement and individual generosity among donors.

Incorporating matching gifts into your donation form and giving process will raise even more awareness around matching gifts. And that’s exactly what needs to happen if you want donors to submit their match requests!

Drive matching gift form conversions with 360MatchPro. Get a free download here.

How to Market Matching Gifts Effectively

So you’ve invested in matching gift software and paved the way to start accepting matched gifts. But, besides promotional tactics on your donation page, how do your donors know to get on board?

Like any other opportunity to give, your nonprofit must do its part to inform supporters and request their donations by spreading the word about your fundraising efforts. The good news is that the message about matching gifts can be incorporated into all of your classic marketing channels. Here’s how!

Social media:

Especially since matching gift forms and the right software make the process so easy, a quick explainer post about matching gifts on your social media channels can encourage followers to check their eligibility and submit a request!

Email marketing:

Whether you’re sending a post-donation acknowledgment or scheduling a mass digital newsletter, your organization’s email communications provide an excellent opportunity to promote matching gifts to your audience. It’s impactful, cost-effective, and can be automated with your matching gift platform.

Your website:

Create a page dedicated solely to matching gifts. Include everything your site visitors need to know, like a definition of matching gifts, the most frequently asked questions, your organization’s contact information and tax identification number, and your embedded matching gift database.

The Google Ad Grant:

If you’re already leveraging Google’s Ad Grant program for nonprofits to draw more traffic to your website, it’s a great place to increase visibility and awareness of matching gifts. If you haven’t already taken steps to secure $10,000 worth of free advertising space for your organization, now’s a good time to look into it. Then, use your credits to promote your matching gifts page or donation form!

Flyers and promotional materials:

Pique supporters’ interest by adding a small section or reminder about matching gifts in any of your promotional materials. Include a link on your fundraising flyers or promotional posters to more information about matching gifts so supporters are reminded to check into it.

Inspiring Matching Gift Form Examples

Interested in exploring the process donors will take to request matching gifts on your organization’s behalf? We’ve pulled a sample entry for you.

This graphic shows an example of the steps a matching gifts form might take a donor through.

  • Step #1: A donor locates the matching gift search tool plugin on a nonprofit’s website or donation form.
  • Step #2: The individual types the name of their employer into the search tool and selects the appropriate company.
  • Step #3: Their employer’s matching gift program information populates, offering a direct link to the electronic matching gift form (or an option to auto-submit the request from the giving page).
  • Step #4: The donor logs into their company giving portal to access the matching gift form and submit all of the necessary information.

From there, your nonprofit will be on its way to securing more matching gift revenue!


Final Thoughts & Additional Resources

Understanding how to use matching gift forms is essential for your nonprofit. For the best results, your team should be able to guide donors to their correct forms, provide additional support when requested, and raise more revenue for your cause as a result.

When you use matching gift software to streamline this entire process, you’ll make it easier on donors and yourself.

To learn more about matching gifts, top companies that offer the programs, or corporate giving in general, check out the resources below!

Supply donors with the right matching gift forms with 360MatchPro. Get a demo today!

This article explores what makes a great Google Grant Agency and provides recommendations for top consultants.

A Great Google Grant Agency in 2024: 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:

  1. What Is A Google Grant Agency?
  2. What is Google Grant Management?
  3. What is a Google Partner?
  4. The Benefits of Hiring a Professional For Google Grant Management
  5. How to Hire a Google Ad Grant Agency
  6. 10 Best Google Ad Grant Agencies
  7. Next Steps for Your Google Grant Strategy

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.

Discover how you can put your $10,000 in Google ad credits to good use. Sign up for our newsletter!

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 extensions 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 Google Grant requirements an agency can manage for your nonprofit.

  • Creating a Google for Nonprofits account: This account is necessary for Google Grants and also provides access to services like Google Workspace for Nonprofits and the YouTube Nonprofit Program.
  • Registering with Percent: As part of signing up for Google for Nonprofits, you’ll have the ability to register your nonprofit with Google’s technology partner, Percent. Follow the steps on Google for Nonprofits, and Google will submit your application for you.
  • Installing Google Analytics on your website: Google Analytics is essential for not only your own data tracking purposes, but it’s also a requirement that all websites need prior to applying.
  • Ensuring your website has valuable and promotable content: A Google Grant agency can assist in optimizing your web presence and online content. That way, your website will be ready to submit for review and remain eligible for the program.
  • Holding 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 all up to date.
  • Obtaining a valid SSL certificate: You’ll need a Secure Sockets Layer (SSL) certificate to authenticate your website’s identity and enable an encrypted connection.
  • 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, which requires two ads per ad group and at least two ad groups per campaign. They’ll also ensure you have at least two sitelink ad extensions and 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:

  • Google Grant application. Don’t worry about forgetting something in your application. Our experts are here to manage every step to ensure that your account is reviewed and accepted!
  • Google Grant hygiene. When it comes to your Google Grant account, data is everything. With our Google Grant agency’s help, you’ll never have to deal with duplicate or outdated data bogging down your processes.
  • Keyword research. A big part of a healthy Google Ads account is determining what your users are searching for online. That’s why keyword research is one of our main skills. We’ll make sure your website content effectively serves your audience’s needs and inspires them to take action.
  • Reporting and goal tracking. Tracking conversions and campaign performance is an ongoing process for Google Grant account holders. Not only will we stay on top of reporting, but we can also pinpoint the most useful opportunities and goals for your nonprofit.
  • 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 $500 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

When it comes to the Google Ad Grant, if you’re starting at square one, 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. 
  • Microsoft Ad Grant. If you’re interested in expanding into the Microsoft Ad Grant once the program starts up again, Nonprofits Source has the information you need to learn about the program and hit the ground running. 

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!

This guide will cover the fundamentals of fundraising campaigns.

The Fundamentals of Fundraising Campaign Planning: A Guide

Picture this: your nonprofit is getting ready for the end-of-year giving season. To capitalize on your donors’ charitable spirits, you’ve optimized your donation page, gotten your social media in tip-top shape, but something is still missing. You quickly realize that you need to design an engaging year-end fundraising campaign that draws donors into your mission, but you’re not quite sure how.

Brainstorming and planning a compelling fundraising campaign at any time of the year can feel overwhelming, especially if you’re working with a limited budget and small team. However, with the right strategies and tech stack, your nonprofit can pull off a donor-centric campaign that will meet (and even exceed!) your fundraising goals.

Follow these expert steps to put together a winning fundraising campaign:

  1. Set clear goals
  2. Craft your messaging
  3. Invest in the right software

A successful fundraising campaign can help your nonprofit establish a reliable donation pipeline, reach new audiences, and foster stronger relationships with donors. Before you can tap into these key benefits, you’ll need to develop a comprehensive fundraising plan. Let’s begin.

1. Set clear goals

To give your nonprofit direction as you plan your fundraising campaign and foster accountability across your team, you need to set SMART (specific, measurable, attainable, relevant, and time-bound) goals. Using this goal setting framework will help you create a clear picture of what you want to achieve from your fundraiser and how you will achieve it.

For example, let’s say one of your nonprofit’s primary goals is to expand your reach and attract new donors. Here’s what this goal could look like as a SMART goal:

  • Specific: Our nonprofit will lead a robust nonprofit marketing strategy to get the word out about our fundraising campaign to new audiences. Specifically, we’ll post on social media three times a week to promote our fundraising campaign or event, share deadlines, and communicate our goal. Plus, we’ll host exciting social media contests and pair our social media posts with relevant hashtags to reach new audiences.
  • Measurable: Our goal is to increase our donor acquisition rate by 10%.
  • Attainable: When we started to produce more engaging social media content on a once-a-week basis, we were able to increase our donor acquisition rate by 5%. A 10% boost in our donor acquisition rate therefore seems within our grasp, especially since we’ll be regularly creating social media content tailored to our target audience.
  • Relevant: Increasing our donor acquisition rate helps to expand our donor base and moves us closer to reaching our fundraising goal. With a strong stewardship plan, we can push these donors up the giving pyramid towards more frequent and higher-impact gifts.
  • Time-bound: We will begin generating social media content about our upcoming campaign two weeks before it starts and aim to achieve a 10% increase in donor acquisition by the campaign’s conclusion. We’ll hold a check-in meeting to assess our progress at the halfway point of our campaign.

Make sure to lay out the timeline for your campaign and identify the point-people who will be in charge of leading your different projects—from generating your marketing materials to executing your donor recognition strategy. This will help to rally your team around your goals and ensure everyone has a clear understanding of their roles.

Your goals will also help you pinpoint the right type of fundraising campaign for your nonprofit. For example, if your goal is to expand your network of donors, a peer-to-peer fundraising campaign can be the perfect way to attract new supporters and strengthen relationships with existing ones.

Or, maybe your nonprofit is looking for a way to increase visibility around the problem you’re tackling, making an awareness campaign a great option. Aligning your goals with the right type of fundraising campaign will make it more likely that you’ll see them through.

2. Craft your messaging

Once you’ve mapped out what kind of fundraising campaign you’ll host and you’ve determined your SMART goals, it’s time to craft your campaign messaging. Your marketing and communication strategy will play a huge role in the success of your fundraising campaign, so it’s critical that you develop compelling messaging that will inspire supporters to give.

Use these tips to create the right messaging for your campaign:

  • Infuse your branding: Your branding communicates who you are to new supporters and what your organization stands for. Plus, attaching your branding to your campaign helps to boost trust and show that this campaign is being hosted by your organization. The OneCause guide to nonprofit marketing plans explains that your nonprofit needs to use both your verbal and visual branding elements when promoting your upcoming campaigns. Your verbal branding refers to the way you describe your mission and your tone, while your visual branding (such as your color scheme and logo) makes your messaging more lively to engage with. Refer to your branding guidelines so your campaign messaging is consistent with the rest of your nonprofit’s communications.
  • Leverage storytelling: Storytelling can help you emotionally connect with supporters and demonstrate how donations will drive tangible change in your community. For example, an animal welfare organization might tell the story of a dog from a hoarding incident that they successfully rehabilitated and rehomed. End your story by explaining how the donations from your fundraising campaign will enable your organization to help even more people (or animals) in your community.
  • Create a clear call to action: Supporters will wonder how they can get involved in your campaign, whether by creating their own personal fundraising page, donating, or signing a petition. Clearly define the next step supporters should take and provide relevant links so they can act on your requests with ease. You should also create a sense of urgency by using time-bound language, such as saying “Donate by midnight to have your gift matched!” This will increase the likelihood that supporters will act on your requests as soon as they read them.
  • Align your messaging across different platforms: A multichannel marketing strategy helps you create multiple touchpoints with supporters, keeping your campaign top of mind. Ensure your fundraising communications across different platforms maintain your core messaging and branding so supporters have a clear understanding of your campaign’s purpose and how to help.

As you craft your messaging, remember to consider your target audience’s interests and values so you can frame your communications to them. This way, your calls to action will be more likely to resonate with donors and prompt giving.

3. Invest in the right software

Rather than haphazardly piecemealing multiple fundraising tools together, work with an all-in-one fundraising solution to manage your campaign. A comprehensive fundraising platform will provide your nonprofit with everything it needs to plan and execute fundraisers of all types and formats.

Invest in a platform with the following key features:

  • Online fundraising: Your software should empower your nonprofit to create and customize online donation forms, develop a branded fundraising microsite in just moments, and drive giving with built-in gamification tools. Backed by these features, you can create a seamless online giving experience that will allow donors to give to your campaign anywhere and anytime.
  • Event management: To maximize your fundraising campaign’s engagement, you might pair it with an exciting in-person, online, or hybrid event. Look for a fundraising solution that helps your nonprofit host live-streams with ease, manage RSVPs, and facilitate simple event check-in and out with mobile tools.
  • Peer-to-peer fundraising: Thinking of handing the fundraising reins over to your loyal supporters? Re:Charity’s guide to fundraising software recommends investing in a solution that empowers supporters to easily create their own personal fundraising pages (customized to their preferences) and share them widely online using social media integrations.
  • Text-to-give: With people on their phones more than ever before, you need a way to break through the noise online and reach your supporters directly with your fundraising requests and updates. Leverage a fundraising solution with text-to-give capabilities so you can capture donations year-round and keep donors tapped into your organization.
  • Auction management tools: Ending your fundraising campaign with an auction is a great way to create an unforgettable donor experience and bring in significant funds. Your software should come with auction features like mobile bidding, leadership scoreboards, real-time analytics, and more to take your auctions up a notch.

Investing in a sound fundraising platform might sound costly, but the right solution will provide value to your organization year over year, earning you a high ROI. Do your research to find a comprehensive platform suited to your nonprofit’s needs.


Running a well-designed fundraising campaign doesn’t have to be difficult. These tips will provide your organization with the necessary foundation to bring your campaign to life, but make sure to regularly assess your fundraising progress and make changes to your strategy as needed to maximize your funding. Once your campaign concludes, remember to thank your donors so you can retain their support for your next fundraiser.

This guide explores how schools can create winning strategies to combine matching gifts and higher education and examples of successful initiatives.

How to Win With Matching Gifts And Higher Education: A Guide

If you work for a higher education institution, you know that marketing your mission is essential to bring in generous donations that fund your school. But did you know you could maximize existing donations through corporate matching gifts?

To pair matching gifts and higher education, you need an actionable plan. That’s where this guide comes in. Here’s what we’ll cover:

Double (and even triple!) your donors’ generous contributions to maximize funding for your institution. Let’s dive in to learn how!

Click this graphic to learn more about how nonprofit marketing can help pair matching gifts and higher education.

How to Get Started With Matching Gifts for Higher Education

When it comes to minimum or maximum gift amounts, gift ratios, and all other matching gift logistics, you might think everything is determined by the donor and their employer. Think again! Your school can pave the way to accepting matching gifts by following these five steps:

This image shows the five steps to launching a matching gift program at a higher education institution.

1. Get your team on board with matching gifts.

Before you can effectively promote matching gifts to your institution’s donors, it’s important to build a solid internal foundation, starting with your fundraising and development team members! Prepare your team for matching gifts by:

  • Presenting all the details: Host a meeting about matching gift fundraising. Explain what it is, the most effective way to implement matching gift fundraising, and how it will help your school achieve its goals.
  • Providing team-wide training: Teach the team how to raise matching gifts and how the new initiative will be incorporated into their roles.
  • Incorporating matching gifts into onboarding: Once your existing team is up-to-date, implement matching gifts training into the onboarding process for new team members as a part of your updated processes.

When you set apart time for team-wide training on matching gifts, you’ll help everyone see the enormous potential of the initiative.

2. Set Your Goals

HubSpot’s goal-setting guide highlights a study that shows that 76% of people who write down their goals and make a list of goal-driven actions achieve what they set out to do. Craft a plan that details your matching gift revenue goals for the year, how you’re going to meet those goals and stay on track, and any deadlines you’ll want to meet in the process.

Consider the SMART goal framework to craft well-thought-out and detailed objectives to follow:

  • Specific: What exactly are you looking to achieve?
  • Measurable: What number would designate success?
  • Attainable: How realistic is your goal?
  • Relevant: How is your goal related to the initiative?
  • Time-bound: What is the deadline for reaching your goal?

For example, “Our matching gifts goal is to collect $10,000 in completed company matches by the end of 2022.” With tangible objectives in place, your team is in a better position to actively work toward those goals.

3. Collect Donor Information

When it comes to matching gifts for higher education and otherwise, donor information is critical. Let’s say you’re performing prospect research to find major donors for your university. As you do this research, include a matching gift specification to target alumni working for companies with matching gift programs. You might look for:

This graphic shows what institutions of higher education should look for when conducting prospect research to identify matching gift opportunities.

  • Employer information: What companies do your prospective donors work for? Do these companies offer matching gift programs?
  • Giving history: Consider your engagement with the alumni who work at companies with matching gift programs. Have these alumni donated to your institution before? If so, how much and how often do they give?
  • Campus involvement: Categorize alumni by their activities during their time as a student. Were they involved in any clubs or activities that might point to an affinity for your school’s mission?

Thorough donor research enables your team to locate high-value matching gift opportunities and leverage an informed perspective of your donor’s capacity to give.

To take your donor research to the next level, request employer appends. For higher ed universities especially, employer appends can be helpful to determine graduation year, email address, or any other missing data that would inform you of your donor’s matching gift eligibility and donation history.

4. Promote the Opportunity

Next, tell people about the opportunity to give! After collecting information about your donors, use a donor database to track all the details you’ve collected. Then, you can segment your communications to ensure different groups of people receive relevant communications.

Whether you’re reaching out to new alumni, older alumni, small- or large-dollar amount donors, or donors who work for top matching gift companies, every message should be different. Consider incorporating the following details into your communications to make personalize your messaging:

  • The donor’s name (or preferred nickname)
  • Their previous engagement or most recent donations
  • Information about their employer’s specific matching gift program guidelines

Sending your donors highly personalized outreach is an effective way to encourage them to participate in their employer’s matching gift program. After all, when you customize your communications to individual donors and create targeted campaigns, you’re more likely to find higher engagement and response rates from your donor pool.

5. Follow Up

After promoting your matching gift initiative, donations should start rolling in. Following up with donors is important for supporter engagement and capturing as many donations as possible, so you should consider it another step in the matching gift process!

Your donors want to know your institution appreciates their gift and that you value them as a supporter, alumni, or whatever their relationship may be. Here are a few keys ways you can do this:

  • Thank your donors for the initial donation. This might seem obvious, but it’s worth mentioning. Thank your donors immediately for their donations. Email is the quickest and most efficient way to do this, but you can also send a printed letter in addition to the initial email confirmation, depending on their donation level and your institution’s budget.
  • Thank your donors for submitting a match request. If you’ve been tracking which donors submit a match request to their employer (which you should be!), make sure you thank them for getting the matching process started. This is a huge step they’ve taken to make their donation go twice as far, so showing your appreciation is crucial.
  • Thank your donors after the company match has been received. Once the company’s matching donation has come through, you owe it to your donors to update them and thank them once again. Let them know their donation has gone twice as far and how much of a difference this has made for your school. This also serves as a point of reference for them so they understand how long the process actually takes.

On the other hand, some people will look into matching gifts and fail to follow through with a donation. Your school can seamlessly reach out to these potential donors and follow up through a matching gifts automation platform.

360MatchPro by Double the Donation’s automated platform tracks matching gift submissions from start to finish. When donors give a gift on your donation form, the platform determines their eligibility for a matching gift using the information they provided. If it finds a link between a donor and a matching gift program, it will trigger a follow-up email to the donor explaining how they can submit a match request.

You’ll be able to choose how often follow-up emails go out and easily track any incomplete matches. That way, your team will be able to spend more time on high-value matching gift opportunities and see more requests through to completion.

How to Promote Matching Gifts and Higher Education

According to Double the Donation’s matching gift statistics, 84% of donors say they’re more likely to donate if a match is offered—but 78% of donors don’t know if their company offers a matching gift program! That’s why promoting matching gifts and program basics is extremely important.

Your key audience: alumni donors. If you’re keeping tabs on the employment statuses of your students after graduation, you already have a robust database of potential donors. Plus, those with a connection to your school and its mission will be more motivated to give.

How can you promote matching gifts to alumni donors? Here are a few ideas:

This graphic shows the four channels higher education institutions can use to promote matching gifts.

  • Email communications. Whether you’re sending out an email to thank a donor for their specific gift or sending out an alumni newsletter, it’s important to include information about matching gifts to raise awareness about this giving opportunity.
  • Text messages. For a more personal outreach method (and to guarantee your message will be seen), send a direct text message. This is a great channel to use when bringing up matching gifts since everyone checks their text messages! Plus, matching gifts are so easy to explain, you can grab people’s attention with just one, short text.
  • Direct mail. You likely already send direct mail to students and alumni, so it should be easy to incorporate matching gifts into this communication channel! Include a flyer within your other mailings or send out a postcard that specifically highlights matching gift opportunities.
  • Website. Your website is the hub for all information about your school and various fundraising initiatives. For matching gifts specifically, it might also host your donation form or auto-submission tool. Set up a dedicated matching gifts page to prominently feature matching gifts on your institution’s website.

As an added bonus, you can use other marketing techniques to promote information about your matching gift initiative. For example, promote your landing page on Google to help alumni stumble upon it, even if they’re searching for something else! If search engine marketing (SEM) is the route you want to go, check out Google’s grant program for educational institutions.

Click this graphic to learn how to promote matching gifts and higher education through search engine marketing.

Be sure to demonstrate the impact donations and matching gifts will have on your school. This means specifically noting what certain dollar amounts will go toward.

For example, will $200 go toward new books for the school library? Will $500 go toward establishing a new student scholarship fund? Associating dollar amounts with a tangible item will encourage more donations, which could then be amplified by a company match!

Matching Gift Tools For Your School

Setting goals, promoting matching gifts, and every other step of starting a matching gift initiative can actually become easier if you invest in matching gift software for your school. The right tools will streamline the entire matching gift process from start to finish.

How? Matching gift software gives you direct access to a matching gift database, which offers information on thousands of companies with matching gift programs. Here’s how it works:

This graphic shows what a matching gift database looks like on the website of a higher education institution.

The software’s company name search tool can be embedded anywhere on your website. It allows donors to quickly look up their company’s matching gift program without needing to ask their HR departments or look it up on their own (or even more importantly, without leaving your website).

After making their search, the tool will immediately populate with essential info about the company’s program, such as:

  • Employee eligibility
  • Nonprofit eligibility
  • Minimum and maximum match amounts
  • Match ratios

It will also typically include a link to the company’s matching gift forms so your donors can fill out the match request right then and there. Immediacy is important—donors are most engaged with your school as they’re donating, so offering them a direct link to the necessary forms at that moment will result in more completed match requests.

5 Higher Education Institutions That Mastered Matching Gift Initiatives

Everyone prefers different learning styles, from auditory resources to hands-on learning experiences. If you’re a visual learner, we’ve compiled a list of matching gift initiative examples—that way, you can look at universities that did it well and understand how they succeeded!

These five universities exemplify effective fundraising through matching gifts by utilizing:

This image shows the shared elements of the matching gift initiatives of the five higher education institutions discussed in the text below.

  • University branding
  • Easily accessible navigation
  • Matching gift information
  • Matching gift submission options
  • Company search tool
  • Extra contact information

These five institutions mastered their website’s matching gifts pages and even leveraged other digital marketing channels to draw attention to their matching gift initiatives. Let’s take a look at each one in closer detail!

1. University of Georgia

The University of Georgia made our list because its dedicated matching gifts page offers both educational and actionable information to encourage donors to submit a match request. Here are the top things to note about their page:

  • It’s easily accessible: Users can find UGA’s matching gifts page from the navigation bar (How to Give → Matching Gifts), even if they weren’t looking for it.
  • It’s visually appealing: The page immediately captures attention with a graphic that illustrates how matching gifts can maximize impact.
  • It leverages a company name search tool: UGA has embedded a company name search tool from Double the Donation, which makes it easy for donors to find the information they need about their employer’s matching gift program.
  • It’s informative: UGA’s matching gift page outlines simple instructions for submitting a matching gift, as well as a contact form for any additional questions. They also list some top providers who match donations and matching gift contact information for anyone with questions.

However, UGA’s matching gift efforts aren’t just limited to this page. They’ve also embedded the same matching gift search tool into their donation form, and the tool is branded to match the rest of their page.

UGA sends out automated emails once a match-eligible donor has submitted their donation. This email identifies the donor’s employer and offers direct links to start the matching gift submission process and indicate their status. Additional information about their employer’s matching gift program is listed in the email, as well.

2. Carnegie Mellon University

Carnegie Mellon offers actionable verbiage and options to encourage donors to match their gifts through their employers. Their matching gifts page is easily accessible from their “Give” page (Ways to Make Your Gift → Matching Gifts). It offers:

  • Brief but useful information about matching gifts, along with instructions on how to submit a matching gift directly to the university or process it online.
  • An embedded search tool (also from Double the Donation), automatically pulls up company names and information once the donor starts typing in it.
  • Contact information, including a phone number, email address, and mailing address, for those who have questions and want to reach out to CMU’s Gift Administration office

But again, the matching gift information isn’t limited to this page. On CMU’s donation form, there’s a checkbox where donors can indicate “My company will match my gift.” If selected, an option to search for the donor’s employer pops up along with the company name search tool.

Carnegie Mellon does an exemplary job of educating their donors and web visitors about matching gifts and guiding them through the process.

3. Utah Valley University

Another great example of a higher ed institution that puts matching gifts front and center during their cultivation and donation process is Utah Valley University. Here’s what their matching gifts page does well:

  • It’s easily accessible from the menu of their main Institutional Advancement page (Ways to Give → Matching Gifts).
  • It provides matching gift basics, including a brief but precise description of what matching gifts are and how donors can search for their company to determine their own eligibility.
  • It includes a company name search tool donors can use to look up their employer’s program.
  • It makes additional help easy to find by displaying the name and contact information of the Director of Annual Giving.

For supporters who are ready to make a donation, UVU offers the same search tool on their donation page. The tool matches the rest of the form and helps donors find their company guidelines on a subsequent page:

UVU also sends out automated emails to donors who have been identified as match eligible. This email identifies:

  • The donor’s employer
  • The steps they can follow to submit a match request
  • Additional contact information
  • Extra information about the specific company’s guidelines

UVU offers numerous ways for donors to learn about matching gifts through multiple channels, as well as provides actionable tools donors can use to submit their match requests.

4. Syracuse University

As soon as donors land on Syracuse University’s matching gifts page, they’re greeted with helpful information about corporate matching gifts and a company name search tool. The page’s top benefits include:

  • Straightforward instructions: Donors can follow the brief and easy instructions on the page to search for their company and click on the appropriate button to submit a match, if they’re eligible.
  • Notable branding: Every element is branded to match the university’s colors, creating a consistent experience for donors and a visually appealing page and form.
  • Prominent call-to-action: To get visitors started on the donation process, the page urges donors to “Give now!” with a prominent button that leads them straight to the donation form.

Syracuse also sends out automated emails to match-eligible individuals who have completed a donation. The emails include specific information about the employer’s matching gift guidelines, including their:

  • Match ratio
  • Minimum and maximum match amounts
  • Employee eligibility
  • Deadlines

Syracuse does an excellent job maintaining a consistent brand, communicating with donors, and guiding them through the matching gift process.

5. University of Michigan

The University of Michigan’s matching gift page can be accessed from the navigation bar of the university’s philanthropy website (Giving → Make an Impact → Matching Gifts). From there, the page offers information about different ways to submit a matching gift request:

  • Use their embedded company name search tool. Donors can read the step-by-step instructions on the page before using the search tool and beginning the gift process.
  • Reach out to the employer directly. The page notes that donors can contact their employer’s human resources department to learn about the company’s matching gift program and the procedures for making a gift.
  • Contact the university. Donors can direct their matching gift questions to the university via email, phone number, or direct mail.

The University of Michigan offers substantial information to its supporters to ensure they understand what matching gifts are, how to determine their eligibility, and what steps they can take to submit a match request.

Additional Matching Gifts and Higher Education Resources

The learning process is never over! If you’re part of a higher education institution and you’re looking for ways to boost your fundraising efforts (with matching gifts or other strategies), check out the following resources:

Click this graphic to learn more about online marketing to promote matching gifts and higher education.

In this article, explore strategies for boosting your nonprofit's year-end fundraising success and help you achieve your goals.

5 Strategies for Achieving Year-End Fundraising Success

Navigating the complexities of year-end fundraising can be a daunting task. With approximately a quarter of your revenue for the entire year at stake, it’s crucial to have a well-defined plan in place to maximize your organization’s fundraising potential.

In this guide, we’ll explore five best practices for achieving year-end fundraising success. Whether you’re looking to establish new fundraising strategies or revamp your existing ones, these insights will help you secure the funding you need to further your mission.

1. Analyze your data from last year.

Analyze past fundraising data stored in your organization’s database. Use this information to determine what your organization does well and where you have opportunities for improvement.

For example, if a significant portion of your supporters RSVP’d for your virtual event and gave a donation on top of their registration fee, you should continue this activity as part of your year-end campaign. However, you may also find that your email open rate is lower than expected, meaning there’s an opportunity to optimize your email marketing strategies.

Keep these discoveries in mind as you construct your year-end plan.

2.  Make a plan to start early.

Year-end fundraising isn’t just about November and December. In fact, many nonprofits start their planning in late summer, as this allows them to prepare far in advance of the busiest months of the year.

As approaches, create a plan that accounts for:

  • Your Giving Tuesday campaign. Giving Tuesday is the first Tuesday after Thanksgiving and will likely be one of your most successful donation days of the year. Make sure you’re prepared for the day by rolling out a marketing plan several weeks ahead of time on your social media accounts, your website, and your email newsletter.
  • Holiday considerations for your supporters. Lean into the holiday cheer by emphasizing the idea of the “season of giving” and focus your messaging and communication materials on this idea. Offer supporters the ability to donate on behalf of their friends and family or send seasonal greeting cards in exchange for a donation.
  • The last few days of the year when fundraising is most lucrative. Plan your biggest communications push for the last few days of the year when donors have their last chance to make a tax-deductible gift. Work closely with your matching gift officers to arrange phone calls and in-person meetings with major donors to secure their support, as these are the donors most receptive to tax deduction incentives.

If your nonprofit finds itself starting the planning process later than ideal, immediately prioritize key tasks to maximize its success. Firstly, it should conduct a thorough assessment of its current resources, including staff, volunteers, and existing donor relationships. This will help identify any gaps that need to be filled and provide a clear understanding of the organization’s strengths and limitations

3. Prepare your communications.

Effective communication is key to engaging donors and inspiring them to support your cause. To prepare your communications for a successful year-end fundraising season, you should:

  • Segment your audience. Segmenting your audience based on their giving history, interests, and engagement level can help you tailor your communications to their specific needs and preferences. Send targeted messages to each supporter segment to increase the relevance and effectiveness of your communications.
  • Craft compelling stories. Use storytelling techniques to spark emotional connections with your donors. Share impactful stories that highlight the impact of your organization’s work, demonstrate the importance of donors’ support, and create a sense of urgency to encourage them to act quickly. Engaging narratives can inspire donors to give and help them understand the value of their contributions.
  • Create a multi-channel approach. Utilize multiple communication channels, such as email, social media, direct mail, and phone calls, to reach donors through their preferred platforms. Be consistent in your messaging to reinforce your campaign’s key messaging across channels.

In the months ahead of the year-end season, consider revamping your brand guidelines to differentiate yourself from other organizations and highlight your unique value proposition. Gather feedback from donors, staff, and other stakeholders to gain insights into how the brand is perceived and what changes may be necessary, such as refining your messaging or updating certain graphic design elements.

4. Look for new revenue sources.

For the new year, consider diversifying your revenue sources to increase your nonprofit’s sustainability. For instance, in addition to your current year-end fundraising plans, you might try:

  • Incorporating matching gifts and volunteer grants. Corporate matching gifts are opportunities for companies to match contributions that their employees make to nonprofit organizations. Volunteer grants work in a similar way—companies reward a nonprofit with a donation once an employee volunteers a specified number of hours with that nonprofit. Encourage your supporters to investigate if their companies already have these programs or are interested in starting them.
  • Launching a peer-to-peer fundraising campaign. In a peer-to-peer fundraising campaign, individuals raise money on behalf of your nonprofit by reaching out to their personal networks and encouraging them to donate. Creating a rolling peer-to-peer campaign, which supporters can join at their own discretion, provides an additional source of revenue your staff can be more hands-off with than you would other fundraisers.
  • Seeking grants for specific projects. Take this opportunity to revamp your grant-writing strategy by identifying certain projects that would benefit from grant funding. Follow effective grant-writing best practices, such as creating a unique proposal for each application, explaining how your project aligns with the funder’s mission statement, and emphasizing your project’s impact, effectiveness, and sustainability.

Expanding your funding sources can help you discover areas of untapped fundraising potential. Additionally, if one fundraising source ever falls short, you have multiple other revenue streams that can pick up the slack.

5. Prepare your technology stack.

A well-prepared technology stack can significantly streamline and improve your fundraising efforts. With the right tools, you can send personalized messages, track engagement, and leverage automation to nurture donor relationships, helping you raise more funds.

Depending on your goals, you can benefit from investing in new technology or upgrading your existing tools ahead of the year-end season. These new platforms may include:

  • Customer Relationship Management (CRM) system: Partner with a CRM provider known for platforms with robust reporting capabilities, like Blackbaud or Salesforce. These systems will enable you to better track the success of your year-end fundraising campaign. Analyze your year-over-year fundraising performance as a whole, as well as granular data, such as if mid-level donors sustained or increased their annual donations.
  • Online fundraising platform: Invest in a user-friendly online fundraising platform that facilitates easy and secure donation processing. Look for features like customizable donation forms and recurring giving options that will streamline the donation process for supporters and help you track contributions effectively. Ensure your fundraising platforms integrate with your CRM to capture donor data effectively.
  • Text-to-give solutions: Text-to-give platforms accommodate donors who prefer to give via their mobile devices. The platform should be straightforward for donors to use, supporting quick and simple mobile giving.
  • Email marketing software: Enhance your email marketing efforts with dedicated email marketing software. Select a solution that includes email automation, segmentation, A/B testing, analytics, and an integration with your CRM. Personalized and targeted email campaigns can be especially effective during the year-end fundraising season.

If you need assistance throughout this process, consider working with a nonprofit technology consultant. An expert can decide whether or not you need an entirely new system or an upgrade and provide guidance on how to leverage your technology to meet your goals.


By following these recommendations, you can get a jump start on your year-end fundraising plans. Although the end of the year might seem far off, it’s never too early to create a game plan for your year-end strategy and make sure you’re maximizing the fundraising opportunities available to you.

In this blog post, you’ll learn some tips for how to improve internal communication at your nonprofit.

5 Tips to Improve Internal Communication At Your Nonprofit

In any kind of workplace, how you communicate internally affects your outputs. This is true whether you’re an advertising agency preparing a pitch for a prospective client, a restaurant getting ready for dinner service, or even a rock band rehearsing for a concert. 

The same principle applies to nonprofits. To succeed in serving your community, your team members must know how to effectively communicate with one another. Effective communication has a trickle-down effect, enhancing how you fundraise, run your programming, and make progress on large-scale projects. It’s also critical for running a workplace where people enjoy their jobs and want to stay for the long term

To help you improve internal communication at your nonprofit, we’ve put together this quick guide consisting of five practical tips. If you’re ready to level up how your team works together, this post is for you! Let’s get started. 

 

1. Equip your employees with the right communication tools.

Great communication starts with the right tools, especially in an age of flexible work arrangements, where some employees may be working from an office and others may work from home. 

To connect all the dots and keep information flowing through your organization, consider using these tools: 

  • Specific email guidelines. Your nonprofit probably already relies heavily on email as an internal communication channel, but you could likely make emailing more efficient and effective. Create guidelines that outline email expectations, like when it’s appropriate to cc or bcc a coworker or when employees should avoid selecting “reply all” to team-wide emails. 
  • An intranet or internal website. A secure, internal intranet or website creates a place to store all documents, policies, and information that your employees need to succeed in their roles. 
  • Instant messaging or chatting apps. Tools like Slack or Google Hangouts Chat can instantly put one team member in touch with another. For instance, say one of your employees is getting ready to submit your Google Ad Grant application, but has one last question for your team. Instead of typing out a full email or calling on the phone, they quickly send out their question and get a response within minutes or even seconds. 
  • A video conferencing tool. Depending on what the format of your workplace looks like, you may need to take meetings with your team members remotely. A tool like Zoom or Microsoft Teams makes it easy to host meetings, chat with fellow participants, and record it all to refer to later. 
  • Document sharing and other collaboration tools. Sometimes your team will work on projects where more than one person will need to be completing tasks in a document or slide deck at the same time. That’s where a collaborative workspace tool like Google Workspace or Microsoft Teams comes in handy. 
  • An integrated CRM system. Any new digital or web-based communication tools your organization uses should ideally integrate with your central database or CRM. A steady flow of data about both your internal operations and donors will give your team a broader and more useful view of the organization as a whole. 
  • Project management software. If your nonprofit is looking for a better way to manage deliverables and communicate where a deliverable is in the process of being created, you’ll benefit from using project management software like Trello, Monday, or Asana. 
  • Surveys. Wondering how your employees feel about a new policy or project? Go ahead and simply ask! A survey tool like Google Forms or SurveyMonkey can empower you to quickly send out open-ended questions and get thoughtful responses. 

As with email, any tool you decide to use for internal communications should be introduced along with guidelines for its appropriate use. This will help ensure your tools help rather than hinder internal communication and encourage a healthy workflow at your organization.

2. Be transparent about compensation. 

Let’s now get into how to communicate about a big topic that is intimidating for many employers: compensation. Compensation, how your organization pays and rewards employees for their work, plays a major role in determining the overall tone of your internal culture. However, this doesn’t simply mean employees are only happier and more engaged when they’re paid higher salaries. 

As you’re well aware, the topic of nonprofit salaries is particularly complex and sometimes controversial. Generally speaking, nonprofits experience much tighter or more inflexible budgets than for-profit businesses of similar sizes, which is why Astron Solutions recommends you take a total rewards approach to compensation. This means taking into account both direct and indirect forms of compensation.

Direct Compensation

Organizations of all types tend to avoid talking very openly about direct compensation. Employees are rarely aware of exactly why they or their coworkers are paid what they’re paid. This can lead to a lot of easily avoidable confusion, secrecy, and feelings of dissatisfaction. 

However, new pay transparency laws are becoming more ubiquitous throughout the U.S., requiring employers to be more forthright with their employees and job candidates about compensation. 

Whether or not your state or local government has yet to pass a pay transparency law, it’s a general best practice to take an open approach to communicating about compensation with your employees. On a one-on-one basis, each employee should clearly understand why they’re paid their particular salary. 

Especially for nonprofits that can’t afford to offer extremely competitive salaries for all staff members, you can foster a more engaged, satisfying work culture by taking an open, realistic approach to direct compensation and paying close attention to the quality of your indirect compensation.

Indirect Compensation

While direct compensation refers to salaries, indirect compensation includes elements like:

  • Benefits, like healthcare, PTO, and retirement savings
  • Your performance management styles
  • How you recognize achievements
  • The work-life balance you promote
  • The quality of your internal culture 

By including culture (which is greatly determined by an organization’s approach to internal communication) as an element of indirect compensation, nonprofits can more accurately examine their compensation strategies and then take a more flexible approach to adjust them. 

This is particularly important when you consider that it’s elements of indirect compensation that tend to be the most important factors in your employee retention rate. Indirect compensation is an integral part of why employees stay engaged with their work. Understanding that will help you better develop strategies for improving it (like streamlining internal communication) and help you recognize when you’re falling short.

3. Prioritize transparency and engagement in general.

Most managers of teams understand the value of transparency, but it can be easy to let this priority fall by the wayside under the stresses of day-to-day operations. 

Just as you develop stewardship plans to grow your donors’ investment in your cause, you can easily take steps to do the same for your employees. More transparent communication and big-picture views of your operations are great ways to start. 

As a nonprofit grows and new processes and policies are built out, not every member of your team will have as much insight into their coworker’s tasks or the priorities of other departments as they once did. In your internal communications and announcements, think carefully about whether you have a good reason not to share particular updates or information. 

Many managers worry that sharing too much information about ongoing activities across the organization will be distracting for team members and derail focus. However, increasing transparency around new strategies and updates can significantly increase employee engagement

This is because team members will be more understanding of changes and feel more invested in new developments when they can contextualize why your organization is making certain decisions or prioritizing certain projects. 

Another strategy you might consider is expanding your training or onboarding process to include overview presentations or shadowing in different departments. Siloing staff members into very specific roles without giving them the chance to see how their work contributes to the bigger picture can contribute to burnout or low engagement. 

4. Share internal knowledge and documentation freely.

Organizational history and process documentation can be invaluable resources for your staff as they make day-to-day decisions and contribute to your nonprofit’s growth. 

However, internal knowledge and documentation might be intentionally kept secret. This is typically more common in for-profit businesses than in nonprofits, but you should still avoid this practice in general. (Of course, legal and privacy concerns should always be taken into account.) 

If you have no pressing reason to limit the visibility of certain information or documents, though, you should make sure employees can easily access and benefit from resources like: 

  • Your employee handbook
  • The employee’s job description, contract (as applicable), performance evaluations, and benefits information
  • Organizational policies and bylaws 
  • Training and educational materials
  • Board meeting materials
  • Financial reports and grant and funding details
  • Your strategic plan
  • Program descriptions
  • Project plans and timelines 
  • Meetings minutes and agendas 
  • Brand and style guide 
  • Updated employee directory 

Remember, as mentioned above, an intranet or internal website can be an excellent place to store these resources securely. 

Opening up your store of internal knowledge for employees whenever possible is a best practice for any organization. Not only does it communicate trust, but it also increases employee engagement by letting your team know that they’re a valuable part of your organization’s ongoing story.

5. Connect internal goals to your mission and communicate them.

As a nonprofit, you have the benefit of being fully guided by your mission, not necessarily by market forces or competing organizations. Chances are your team members have all pursued work in the nonprofit space because they feel personally compelled to contribute to the social good. They’ve all been drawn to your mission in one way or another. 

Fostering that sense of mission buy-in is critical for your organization. 

Your internal communication style can support mission buy-in by simply being more direct. Whenever you’re sharing updates about a new goal or development, think about how it ties into your mission, and then explain how they’re related. When fully tied into your driving mission, even unexciting internal projects become more engaging for your employees. 

This practice is especially important for high-stakes or critical projects, as mission buy-in will likely be a major factor that pushes your team over the finish line. 

When it comes to setting internal goals and building structures to motivate your team, working with a nonprofit HR expert early on in the development of your organization can have positive, long-lasting impacts. Growth can cause teams to lose focus, and developing a concrete roadmap around your central mission is a smart safeguard. 


An organization’s approach to internal communication plays a major role in determining the quality of its workplace and its ability to connect with beneficiaries and supporters

By implementing one or more of these tips into how you handle your internal communication, you can encourage healthy shifts and growth in your organization’s culture. Take a flexible approach, and find what works for your unique mission and team. You can do it!

 


Author: Jennifer C. Loftus, MBA, SPHR, PHRca, GPHR, SHRM-SCP, CCP, CBP, GRP

Jennifer C. Loftus is a Founding Partner of and National Director for Astron Solutions, a compensation consulting firm.  Jennifer has 23 years of experience garnered at organizations including the Hay Group, Parsons Brinckerhoff, Eagle Electric Manufacturing Company, and Harcourt General.  

Jennifer has held volunteer leadership roles with SHRM, New York City SHRM, and WorldatWork. She serves as a subject matter expert to the SHRM Learning System and as a SHRM instructor.  Jennifer is a sought-after speaker for local & national conferences and media outlets.

Jennifer has an MBA in Human Resource Management with highest honors from Pace University and a BS in Accounting summa cum laude from Rutgers University.  

Jennifer holds Adjunct Professor roles with Pace University, Long Island University, and LIM College.

Jennifer received the 2014 Gotham Comedy Foundation’s Lifetime Ambassador of Laughter Award.

In this guide, we'll review the basics of corporate giving and how the Google Ad Grant fits into corporate giving programs.

What to Know About Corporate Giving and the Google Ad Grant

Corporate giving comes in a variety of forms, from sponsorships and direct monetary donations to scholarships and grant programs. One unique corporate giving program is the Google Ad Grant, which provides nonprofits with the resources to market their cause online. 

Few corporate giving programs are similar to the Google Ad Grant. Nonprofits interested in tapping into the resources provided through corporate giving initiatives may be curious about how the Google Ad Grant fits into their strategy. 

To help kick off your nonprofit’s research, this guide will answer a few essential questions about corporate giving and that Google Ad Grant, including:

Navigating the Google Ad Grant and corporate giving relationships in general can be a challenge. If your nonprofit needs additional guidance or assistance choosing which corporate philanthropy programs to pursue, consider working with a consultant.

Start earning free money through corporate giving. Explore Google's top corporate giving program: The Google Ad Grant. Get a free consultation.

What is corporate giving? 

Corporate giving is a form of corporate philanthropy wherein for-profit organizations give resources to nonprofits. These resources are usually monetary donations, but they can take other forms, such as:

  • Volunteer grants. When employees volunteer with nonprofits regularly, companies that offer volunteer grants will contribute to those organizations based on the number of hours their employees volunteer. For example, a company may vow to donate $15 per volunteer hour. Alternatively, businesses may opt to contribute a flat fee for volunteer time, such as a $250 grant for 15 volunteer hours and above.
  • In-kind donations. Some companies offer goods and services to nonprofits in need. These in-kind donations help nonprofits obtain the supplies and equipment they need to help their beneficiaries. A company that has partnered with a soup kitchen may collect non-perishable food items to contribute.
  • Pro bono work. Businesses can also offer their specific expertise to nonprofits at a free or discounted rate. From legal consulting to event planning, charitable organizations can benefit from access to professional services that they might not otherwise have room in the budget to invest in.
  • Scholarships. To help students in need, companies can offer scholarships. Typically, these scholarships are open to college and university students to cover costs such as tuition, living expenses, and educational materials. Education-related nonprofits can promote these opportunities to their beneficiaries and encourage them to apply.
  • Event sponsorships. Sponsorship agreements are a win-win situation for nonprofits and businesses. Nonprofits receive the funding they need to cover costs like venue fees, security personnel, and refreshments. The businesses, on the other hand, obtain positive publicity and marketing.

To get a sense of how widespread corporate giving is, check out these statistics:

The graphic details three corporate giving statistics, written out below.

Essentially, these numbers show that consumers and corporations agree: the more corporations participate in corporate giving, the better. 

How does the Google Ad Grant relate to corporate giving?

The Google Ad Grant provides marketing resources to nonprofits. While these resources may not directly benefit nonprofits’ programming, they take pressure off of nonprofits’ budgets, allowing them to allocate more resources to their initiatives. 

Plus, by giving nonprofits the resources they need to reach more supporters, Google can help them increase donations and spread awareness to a wider audience. Strategic nonprofits can use the $10,000 in ad credits Google provides and receive tens of thousands in donations from supporters they connected with through the grant program.

Why does Google partake in corporate giving?

Many corporations use corporate giving as an opportunity to promote their products and services. However, Google is a globally known company that controls over 85% of the search engine market. That means it likely won’t benefit from a few nonprofits telling their supporters to use Google. 

Regardless, Google still hosts multiple corporate giving programs. While few companies’ leadership will outright state why they give to charitable causes, there are several common reasons most companies, including Google, participate in corporate giving. These include:This image shows the benefits of corporate giving for businesses, as outlined in the text below. 

  • Improved reputation. Most consumers want to make ethical purchasing choices, even when it comes to free services like Google Search. Businesses can stand out in consumers’ minds by publicizing their corporate philanthropy efforts. Ultimately, this helps them associate their brand with charitableness, sustainability, and ethics. 
  • Tax deductions. Corporations that make major charitable contributions receive tax deductions in return. These deductions help offset the amount spent on corporate giving, making corporate philanthropy a strategic business decision just as much as an act of good. 
  • Employee satisfaction. Consumers want to buy from ethical corporations, and employees want to work at ethical corporations. In fact, 71% of employees state that it’s very important to work at an organization that participates in philanthropy. Providing employees with matching gift programs, corporate volunteer days, and charitable funds can increase employee satisfaction and retention.

Outside of these general reasons, most businesses attempt to be more specific with why they give and what causes they support. Many businesses have stated philanthropic values that focus on a specific issue related to their products or services, such as supporting the arts, helping low-income schools, or fighting food insecurity. 

As a worldwide company, Google supports an array of nonprofits through the Google Ad Grant, exempting only government organizations and establishing a separate ad grant program for educational institutions. 

Outside of the Google Ad Grant, Google focuses its philanthropic efforts on causes related to technology, skill development, and education, which makes logical sense from a technology-based company.

What corporate giving programs from Google can my nonprofit benefit from?

Google offers multiple corporate giving programs with which different types of nonprofits can engage. Determine your nonprofit’s needs, whether they are related to marketing, finances, or finding skilled volunteers. When you know what your nonprofit hopes to gain from corporate giving programs, finding organizations that provide the services you need will be much easier. 

Nonprofits looking to Google for assistance can take advantage of the following corporate philanthropy programs:

The graphic outlines the three types of corporate giving offered by Google, detailed below.

Google Ad Grant

What is the Google Ad Grant?

The Google Ad Grant is an advertising grant Google provides nonprofits, allowing them to market their websites on Google Search for free. Essentially, Google provides nonprofits with monthly ad credits they can use to bid on keywords related to their cause. When the nonprofit wins a bid, its ad will be shown to users searching their target keywords.  

Nonprofits can use the Google Ad Grant to promote a variety of projects, including:

  • Donation drives
  • Volunteer recruitment 
  • Awareness campaigns 
  • Current programs and resources for constituents 
  • Upcoming events and fundraisers 

The Google Ad Grant also allows nonprofits to market multiple projects in an organized manner. For each project, nonprofits create an ad campaign. For example, a nonprofit might create an ad campaign to recruit volunteers in their area. 

In the ad campaign “volunteer recruitment,” there are multiple ad groups that focus on different keywords related to the main topic. In this example, these might be “volunteer opportunities near me,” “X [nonprofit type] volunteer opportunities,” and “group volunteer opportunities.”

For each of these groups, the nonprofit then creates multiple ads. In the “volunteer opportunities near me” group, the nonprofit might create one ad about how its volunteer positions can make a difference in their community and a second ad focusing on how the opportunity benefits the volunteer to attract as wide an audience as possible.

How can my nonprofit access the Google Ad Grant?

Nonprofits can apply for the Google Ad Grant by following these five steps:

The graphic details the five steps for submitting a Google Grant application, written out below.

  1. Check eligibility. Ensure your nonprofit is eligible for the Google Ad Grant or take steps to become eligible otherwise. The qualifications include being a registered nonprofit in your country and having a secure website with valuable content related to your mission. Additionally, the nonprofits must not be a government, healthcare, or educational organization. Educational institutions can instead apply for Google for Education
  2. Register with TechSoup. Google requires nonprofits to validate their nonprofit status with TechSoup. TechSoup provides nonprofits with a variety of technology-related services, and after filling out a short registration form, nonprofits can receive free or discounted technical services from a variety of companies, including Zoom, Microsoft, and Adobe. 
  3. Create a Google for Nonprofits account. Once nonprofits are verified by TechSoup, they can complete the short Google for Nonprofits registration process. In addition to being able to apply for the Google Ad Grant, nonprofits that register for Google for Nonprofits will also have access to services like Google Workspace and YouTube for Nonprofits, both of which provide additional free organizational and marketing tools. 
  4. Prepare their website. Nonprofits must have websites Google feels are valuable to searches before they will promote them. High-quality websites have a clear mission statement, landing pages with relevant information about the nonprofit’s programs, short load times, consistent branding, intuitive navigation, and an SSL certificate. 
  5. Submit their application. Once your nonprofit has completed the above steps, you can apply for the Google Ad Grant. Simply log into your Google for Nonprofits account, click “Get Started” under the Google Ad Grant label in the “Products” section, complete the eligibility form, and return to Google for Nonprofits to finally hit the “Activate” button to submit your application. From there, you will receive an email inviting you to join the Google Ad Grant program in a few days if accepted. 

If you need assistance at any step of the application process or help later on managing your Google Ad Grant account, consider partnering with a Google Ad Grant agency. Google Ad Grant agencies have up-to-date knowledge of Google’s latest policies as well as experience with the types of ad campaign strategies that tend to find success.

Need help applying for the Google Ad Grant? Get in touch with Google Ad Grant experts. Get a free consultation.

Matching Gifts

What are matching gifts?

Matching gifts are a corporate giving program wherein corporations make donations to the same nonprofit organizations their employees support. Essentially, if an employee gives $50 to a nonprofit, they can fill out a matching gift application form with their employer, and then the employer will also donate $50. 

Most organizations with matching gift programs, like Google, match donations at a 1:1 ratio, but some at a 2:1 or even 3:1 rate.

How can my nonprofit access the Google matching gifts?

Your donors who work at Google can fill out matching gift requests to double the donations they make to your nonprofit. In addition to their matching rate, Google has a few other restrictions employees should consider as well, such as:

  • The minimum and maximum donation match amounts. Google has no minimum requirement and will match all gift amounts up to $10,000 annually per employee.
  • Whether full-time, part-time, and retired employees’ gifts are matched. Full-time and part-time Google employees are eligible for matching gifts, but retired employees’ gifts will not be matched. 
  • The types of nonprofit organizations are eligible for matching. Google matches gifts to educational institutions (including K-12 schools), health and human services, arts and cultural organizations, civic and community organizations, and environmental organizations. 
  • When matching gift applications must be submitted by. Matching gift applications must be submitted by January 31st of the year after the donation was made to be considered. 

Each organization has its own rules and regulations for matching gifts. You can help your supporters learn more about their employers’ specific matching requirements by using a matching gift database. Matching gift databases allow users to search their employers’ name and be paired with their matching gift application form.

Google.org

What is Google.org?

Google.org is Google’s grant program for nonprofits. In contrast to the Google Ad Grant, Google.org operates similarly to other grant foundations. Google.org provides nonprofits with funds to advance projects related to their core areas, which include:

  • Economic empowerment
  • Technology and innovation
  • Learning

Additionally, while Google funds causes around the globe, they focus on U.S.-based initiatives, given their operations as a company located in the United States.

How can my nonprofit get involved with Google.org?

Google.org has the following four-phase process for nonprofits and other groups interested in applying for the grant:

  1. Applications open. Google announces when applications are open, and potential grant recipients have a set timeframe to submit their proposals. 
  2. Ideas are selected. Google assembles a team of experts on the subject matter they receive proposals for to assess their merits, feasibility, and potential impact. 
  3. Announcements and celebrations. Google selects their grant recipients and announces them. 
  4. Ongoing support. Selected grantees receive their awarded funds for up to three years, allowing them to turn their proposals into a reality. 

Essentially, the key to winning the Google.org grant is the same as for any other grant: writing an effective grant proposal that differentiates your organization, aligns with the funders’ philanthropic goals, and demonstrates the potential to significantly impact social good.

Are there corporate giving programs similar to the Google Ad Grant?

The Google Ad Grant is fairly unique in that few other organizations own major search engines they can provide nonprofits advertising space on. The only other organization to offer a similar corporate giving program is Microsoft with the Microsoft Ad Grant.

While the Microsoft Ad Grant is currently paused following the launch of its pilot program, it functions similarly to the Google Ad Grant, and interested nonprofits will follow roughly the same application process. The details of this process are subject to change when the program is relaunched, however, so be sure to follow updates closely.

Outside of grants provided directly by Google and Microsoft, nonprofits can also look to marketing grant opportunities. Few grant programs offer funding specifically for marketing, but nonprofits can look for grants that provide unrestricted grant awards.

While most grant awards must be spent on specific proposed projects, unrestricted grants provide funding that can be spent on operating expenses like marketing. Regularly check top grant databases like GuideStar and Grants.gov for new grant opportunities that might align with your nonprofit’s cause and goals.

Additional Resources

Corporate giving is an underutilized resource for nonprofits, and the Google Ad Grant is an effective and unique way nonprofits can take advantage of corporate philanthropy programs. 

Of course, before jumping into the Google Ad Grant application process, nonprofits still need to familiarize themselves with a few essentials. Get started with these resources before taping into this corporate giving opportunity:

Want to get more resources for your nonprofit? Discover how to access thousands of dollars through the Google Ad Grant. Get a free consultation today.

In this guide, we'll explore the top educational resources for nonprofits.

Beyond the Basics: 14 Educational Resources for Nonprofits

As a nonprofit professional, you understand the importance of continuous learning. You know that to truly make an impact, you need to go beyond the basics and explore innovative strategies.

In this guide, we’ve compiled a curated list of 14 nonprofit resources that address the unique needs and challenges of the mission-driven sector. For easy browsing, we organized the resources into the following categories:

Whether you’re looking to enhance your fundraising strategies, improve your management skills, or gain a deeper understanding of marketing, putting these resources to use will take your nonprofit to new heights.

Want to receive access to nonprofit marketing resources? Click on this link to subscribe to Getting Attention's newsletter.

Fundraising Resources for Nonprofits

Nonprofits rely on fundraising to support their programs and fuel their mission. These nonprofit resources will teach you how to diversify your fundraising efforts and effectively plan, implement, and manage campaigns.

Association of Fundraising Professionals (AFP)

The Association of Fundraising Professionals (AFP) is a professional membership organization that represents individuals and organizations involved in the fundraising and philanthropic sector. It’s one of the world’s largest communities of fundraising professionals, with members from more than 240 chapters across the globe.

Visit AFP’s website for access to:

  • Professional development certifications: Enroll in AFP’s professional development courses to receive a Certified Fundraising Executive (CFRE) certification and demonstrate your commitment to fundraising best practices.
  • Fundraising best practices: AFP regularly publishes content on various fundraising topics, including donor engagement, major gifts, and grant writing, to help its members make informed decisions and enhance their own fundraising efforts.

Double the Donation

Far too often, nonprofits miss out on valuable donations because donors are unaware that their employers offer corporate matching gifts. Double the Donation provides a solution to this issue with 360MatchPro, a platform that automates and streamlines the matching gift process.

To learn more about matching gifts, you can explore Double the Donation’s:

  • Matching Gift Academy: Explore strategies for solving matching gift roadblocks, marketing matching gifts to donors, and encouraging donors to request matches with the Matching Gift Academy.
  • Webinars and matching gift videos: Check out Double the Donation’s webinar sessions to learn how corporate giving can impact your organization.

The Fundraising Authority

The Fundraising Authority is an online resource hub that gives fundraising professionals practical financial guidance, tools, and advice. It was founded by Joe Garecht, a fundraising consultant, with the goal of helping nonprofits improve their fundraising efforts.

Some standout offerings include:

  • Fundraising guides: The Fundraising Authority offers downloadable fundraising guides and e-books that delve deeper into specific fundraising techniques and best practices. These resources serve as valuable references for nonprofit professionals seeking to improve their fundraising skills.
  • Online courses: The platform provides online courses on fundraising and nonprofit development. These educational sessions are designed to equip fundraising professionals with the knowledge and tools they need to excel in their roles.

The Fundraising Coach

Marc Pitman, also known as “The Fundraising Coach,” is a well-known figure in the nonprofit sector, and his website offers a range of resources that help nonprofits enhance their fundraising efforts, including:

  • Educational content: Explore a series of blog posts specifically tailored to help nonprofits develop and implement effective fundraising campaigns.
  • Coaching services: Marc will provide tailored strategies, expert advice, and actionable insights to help you optimize your approach to fundraising and achieve your long-term goals.

Marketing and Communication Resources for Nonprofits

Nonprofits thrive when they have strong marketing and communication skills. Learn how to engage your community, raise brand awareness, and drive support to your cause with these nonprofit resources.

Getting Attention

Getting Attention is a nonprofit marketing agency specializing in Google Ad Grant management. We help mission-driven organizations secure $10,000 in free ad spend per month. Additionally, we have an extensive library of free nonprofit resources that explore everything you need to know about Google Ad Grants, including:

    • Google Grant applications: Learn how to apply for the Google Grant, from meeting eligibility criteria, submitting the required documentation, and following best practices that increase your chances of getting accepted.
    • Account hygiene: Maintain a clean and well-organized Google Grant account with guidance on optimizing keywords, ad groups, and campaigns, as well as strategies for monitoring account performance.
    • Google Grant management: Delve into effective management strategies for maximizing the impact of a Google Grant, including campaign optimization, ad performance tracking, budget management, and leveraging analytics to measure and improve the effectiveness of grant-funded campaigns. Watch the video below for more information on Google Grant management!

Secure your Google Ad Grant with the help of Getting Attention. Click on this link to get started.

Marketing With Purpose Podcast

The Marketing With Purpose Podcast is hosted by Monica Pitts, founder of MayeCreate, a web design company. Pitts and her team guide nonprofits through the complex landscape of digital marketing in a light-hearted, entertaining platform.

In addition to listening to the podcast for marketing advice, you can:

  • Join the Facebook group. The Marketing With Purpose Podcast has a Facebook group that your nonprofit can join to receive marketing updates, engage in real-time conversations, and get your questions answered.
  • Download resources. Sign up to receive downloadable resources and a weekly newsletter with marketing, web design, and communication tips.

HubSpot Academy

HubSpot Academy offers a range of marketing courses that, while not specific to nonprofits, cover marketing strategies, content creation tips, and communication tactics that can be applied to your own outreach efforts. Plus, the academy’s blogs offer a wealth of smart, valuable tips that any organization can apply to its marketing strategy. Explore HubSpot Academy’s:

  • Training sessions: As a HubSpot partner or customer, you are eligible to take advantage of free, instructor-led online training sessions focused on improving your marketing, or entrepreneurship skills.
  • Certifications: Receive industry-recognized certifications for completing certain courses and passing associated exams. The most popular certification is the HubSpot Inbound Marketing Certification, which covers inbound marketing methodologies.

Resources for Nonprofit Statistics and Trends

Industry statistics and trends provide valuable insights into the current landscape and future direction of the nonprofit sector. By staying informed, nonprofits can identify emerging opportunities, anticipate challenges, and adjust their strategic plans accordingly.

Top Nonprofits

Top Nonprofits’ mission is to support the growth and development of nonprofits by sharing best practices and providing subject matter expertise. The website includes articles, guides, and webinars about a range of topics, including but not limited to:

  • Nonprofit marketing: The platform provides resources on nonprofit marketing strategies, social media best practices, and tips for effectively communicating your nonprofit’s mission and impact.
  • Nonprofit technology: Top Nonprofits covers technology-related topics for nonprofits, including the use of software, databases, and other tools to optimize operations and improve efficiency.

Candid

Candid is the result of a merger between Foundation Center and GuideStar, two organizations dedicated to creating resources that support philanthropy and social good. Through their website, Candid produces research reports, studies, and publications related to philanthropy and the social sector. In addition, Candid offers:

  • Nonprofit profiles: Candid maintains a comprehensive database of nonprofit organizations that includes information about their missions, programs, financials, leadership, and more. This helps donors, funders, and researchers find your nonprofit and lend their support.
  • Foundation Directory Online (FDO): FDO is a searchable database of grants and grantmakers, offering information on foundations, corporate giving programs, and other funding sources. Nonprofits can use FDO to identify potential funding opportunities and research grantmakers’ priorities and giving history.

Nexus Research Library

The Nexus Research Library is a collection of articles and statistics that can assist mission-driven organizations in staying informed about the latest trends. Whether you run a nonprofit, association, museum, or school, there is information to guide your decision-making. In the Research Libary, you can:

  • Review trends in other sectors. Learning how other sectors address complex social issues can inspire your own efforts.
  • Submit your own information. If your organization has original research that you would like to have hosted in the Research Library, you can submit it via their survey.

M+R Benchmarks

Each year, M+R Benchmarks publishes a report on trends relevant to the nonprofit sector. In addition to browsing the latest fundraising and marketing data, you can explore the:

  • Benchmark calculator: Enter your fundraising statistics into their calculator to learn how your nonprofit performs compared to the average.
  • Glossary: M+R Benchmarks has a glossary dedicated to mission-driven terms, allowing you to expand your expertise and reference any topics that may be unclear.

Networking Resources for Nonprofits

Building relationships and partnerships within the industry allows nonprofits to leverage each other’s strengths, share resources, and work together to achieve common goals. Explore these top networking resources to connect with like-minded organizations.

NXUnite

NXUnite partners with experts and influencers in the nonprofit sector to bring educational content to its users, covering topics such as grant writing, nonprofit branding, and community engagement strategies. To take part in their networking opportunities, you can:

  • Join a webinar or panel. Expand your circle of contacts, build relationships with other nonprofit professionals, and learn from experts in the field with NXUnite webinars and panels.
  • Explore the directory. If you’re searching for a solution, partner, or service partner, search through the vetted profiles in their directory.

LinkedIn for Nonprofits

LinkedIn for Nonprofits offers a variety of groups specifically tailored to nonprofit professionals. These groups provide a space for discussions, sharing best practices, and networking with peers and industry experts. Plus, your nonprofit will receive access to:

  • Products: LinkedIn has specific products to help your nonprofit hire, train, and retain top talent.
  • Educational Resources: In the Resource Hub, you can explore a collection of guides, best practices, and expert advice.

NTEN Nonprofit Technology Conference

The NTEN Nonprofit Technology Conference is an annual conference that brings together nonprofit professionals, technology experts, and thought leaders in the sector. It covers a variety of topics related to technology for nonprofits, including online fundraising, social media marketing, cybersecurity, and cloud computing.

At the conference, your nonprofit can:

  • Host a session. Are you an expert on a particular topic? Submit your best ideas to be chosen as the host of a session.
  • Sponsor NTEN. Become an NTEN sponsor and connect with technology decision-makers and thought leaders from around the nonprofit sector.

Wrapping Up: Additional Resources for Nonprofits

Remember, the journey of learning and growth is ongoing. Stay curious, open-minded, and eager to explore new information. Doing so will help your nonprofit stay ahead of the curve and make a lasting impact in your community.

For access to more nonprofit resources, explore these free guides from Getting Attention:

The Google Ad Grant is a valuable resource for nonprofits. Click on this link to connect with Getting Attention.

This article will cover tips and examples for how to perfect your nonprofit tagline.

Getting Your Nonprofit Tagline Right: Top Tips and Examples

Taglines are the quickest and most efficient way in your marketing strategy to tell people about your nonprofit’s mission. In one short phrase, you can tell your audience who your organization is and why they should care.

Think about Nike’s “Just Do It” or Little Caesar’s “Hot ‘n’ Ready” – these taglines give the brands more energy and character. A great tagline can work the same magic for your nonprofit.

Even though they are an incredibly useful tool, taglines are overlooked in the nonprofit world. In this guide, you’ll learn about taglines and how to write one for your mission-driven organization. Here’s what we’ll cover:

Read on and you’ll be ready to create a clear, concise, and catchy tagline for your nonprofit in no time.

Getting Attention is a service to help you with nonprofit marketing, including taglines.

What is a nonprofit tagline?

A tagline is a short, memorable phrase that succinctly captures a brand’s message. Once it becomes well known, a tagline also acts as a way to easily identify the brand it represents. Specifically for a nonprofit organization, a tagline should communicate its mission and purpose.

This image defines the meaning of a nonprofit tagline which is described in detail below.

5 Types of Taglines

There are five types of taglines that are commonly seen in the nonprofit marketing sphere:

This image shows five nonprofit tagline types that are discussed in the text below.

  • Imperative: Imperative taglines command the audience to do something. They usually begin with a verb and involve an action relevant to the brand’s message. Coca Cola’s “Open Happiness” is an example of an imperative tagline. Subtly assertive, this type of tagline can give your brand a quality of urgency.
  • Descriptive: This is the most straightforward type of tagline. Descriptive taglines concisely describe the brand’s promise or function. Think about Walmart, which is known for low prices. Its tagline is “Save Money. Live Better.” This phrase clearly yet simply explains Walmart’s primary function.
  • Provocative: Despite what the term suggests, provocative taglines don’t have to be shocking, per se. Rather, these taglines ask a question or offer a statement that provokes thought. Dove’s tagline “You are more beautiful than you think” is a prime example of a provocative tagline.
  • Superlative: Named for the highest degree of comparison, superlative taglines position a brand as the best in its industry. Budweiser is known as “The King of Beers,” BMW is known as “The Ultimate Driving Machine,” and Gillette is known as “The Best a Man Can Get.” Each of these brands is establishing itself as the superior product within its product category.
  • Interrogative: Interrogative taglines ask the audience a question. One of the most famous taglines ever is an interrogative tagline — the California Milk Processor Board’s “Got Milk?”

A quick note: Taglines are not the same as slogans. A tagline is one phrase for the overarching idea of an organization. Slogans, on the other hand, accompany specific marketing campaigns. An organization could have multiple slogans for many different campaigns, but it will only ever have one tagline at a time.

Do nonprofits have taglines?

The short answer to the question of if nonprofits have taglines is yes, they do have taglines. However, seven out of 10 nonprofits rated their tagline as poor or didn’t have one at all. That means they’re not nearly as abundant as they should be.

If you fall within that seven out of 10 designations, it’s worthwhile to reevaluate your nonprofit’s tagline strategy. Here are three benefits to having an effective tagline for your mission-driven organization:

  • Differentiation: Consumers see between 4,000 and 10,000 advertisements daily. Having a standout tagline can help your nonprofit break through the noise and make a connection with a new potential supporter.
  • Branding: Brands typically consist of a name, logo, colors, fonts, and—you guessed it—a tagline. A strong nonprofit tagline will give your organization extra support in terms of brand recognition.
  • Consistency: Since taglines capture the heart of your nonprofit’s mission, they can serve as a guiding element for your future campaigns. You can always revisit your tagline when making marketing plans to be sure you’re in line with your nonprofit’s core mission and brand identity.

With the combined advantages of differentiation, high-quality branding, and consistency, your nonprofit marketing will become much more recognizable. Not only will this make you stand out from the crowd, but it can also give you a leg up in the digital marketing space.

For example, you can maximize programs like the Google Ad Grant with an impressive nonprofit tagline. If your nonprofit’s tagline conveys a particular sentiment or mission, the Google Ads funded by the Ad Grants can reflect the same message. This consistency then reinforces your organization’s brand and mission to potential donors, volunteers, and beneficiaries.

Interested in learning more about the Google Ad Grant program? Check out this video:

Click here to get started marketing your nonprofit with Getting Attention.

Now that you know the benefits of a stellar nonprofit tagline, let’s break down the criteria necessary to achieve one.

What makes a good tagline?

Coming up with a phrase that represents the entirety of your nonprofit in eight short words (or less!) is no easy task. Luckily, we’ve compiled a list of characteristics that will make your tagline stand out from the rest. We’ve also got the steps you can take when you start the process of drafting your own.

6 Attributes of a Strong Tagline

Let’s start with the attributes of a strong tagline:

This image shows the six attributes of a strong nonprofit tagline which are explained in the text below.

  • Clear: A tagline should make sense and be easy to understand. Think about using a navigation app for directions—you want your tagline to simply and surely show people what your nonprofit is about the same way that GPS tells you how to get somewhere.
  • Concise: The shorter a tagline is, the better. Something that is quick and simple is much more memorable than a novel of a phrase. Aim for no more than eight words.
  • Relevant: Make sure your tagline portrays your nonprofit’s mission. It might make sense to you, someone who is close to the nonprofit, but think about it from your audience’s perspective. Will someone who has never heard of your brand get the gist of your nonprofit’s purpose from reading its tagline? If not, you should head back to the drawing board.
  • Branded: You probably already have a name and logo for your nonprofit. Make sure your tagline feels at home in the style of your current branding. Also, going back to the idea of differentiation, your tagline should be identifiable as yours specifically.
  • Consistent: Your tagline shouldn’t change on a regular basis. A big component of a tagline’s success is that it builds recognizability over time. Put your tagline on all your brand materials and make sure it looks the same every time, including in its punctuation and capitalization.
  • Catchy: Finally, a strong tagline should be catchy. More people will be interested in your nonprofit if you have a tagline that catches their eye and sticks in their head. 

Get creative, and write something memorable while also accurately representing your mission.

5 Steps to Coming Up With Your Very Own Tagline

Your nonprofit needs to know what it’s aiming for before diving in, but be open to where the brainstorming process takes you. Here are our five steps for writing a tagline:

  • Begin with the end in mind. Before diving into actual tagline writing, ask yourself some key questions about your nonprofit, such as: What is our core mission and purpose that we want to communicate? And Where do we want our nonprofit to be in five years? 
  • Consider emotions. Different words conjure up different feelings, moods, and connotations. The words you choose for your tagline are no exception. Choose words that align with the emotions and ideas you want your organization to project.
  • Come up with many, many options. In the brainstorming phase, no idea is a bad idea! Even if some of the taglines you come up with would never make the final cut, it’s a great exercise to figure out what you like and don’t like, then move forward.
  • Don’t overthink your final decision. A tagline can be bad, and a tagline can be good—but you’d be hard-pressed to find a tagline that is faultless. It’s a subjective process, so work hard and once you arrive at a phrase you’re happy with, stick with it!
  • Research examples. This isn’t to say model your tagline completely after someone else’s, but rather that you should use examples as inspiration. Even for-profit resources like Adobe’s list of 30 famous taglines can help you gain creative traction.

Keep in mind that a tagline is one part of your nonprofit’s overall marketing plan. For your tagline to be relevant it needs to make sense within the context of your organization and its overarching audience and goals.

Top Nonprofit Taglines

So far, we’ve given you some examples of memorable taglines in the for-profit space. Now we’ll provide you with some nonprofit taglines—ones that are more similar to your organization.

Here is a list of 12 strong nonprofit taglines organized by the size or vertical of the nonprofit:

Global Nonprofits

These examples come from organizations whose mission extends to the entire world. Check out their taglines for clear illustrations of how to condense such a large concept into eight words or less.

This tagline is simple, meaningful, and memorable. The repetition sticks in people’s heads, and the welcoming nature of the writing reflects what this organization is about. According to its website, the mission of the United Methodist Church is “to make disciples of Jesus Christ for the transformation of the world.” With its tagline, the church is communicating that it is open to all people joining its mission.

  • “For every child.” – UNICEF

An even better example of simplicity, UNICEF’s tagline clocks in at three words and expresses what UNICEF is about at its core: working toward the “survival, protection, and development” of children all across the world, according to its website.

Nonprofits of this size need worldwide recognition, and they utilize taglines to help achieve it.

U.S. Nonprofits

Although these examples come from nonprofits slightly smaller than those of the former examples, their taglines feel equally as strong. Read on to see how national nonprofits tackle taglines:

The United Negro College Fund “envisions a nation where all Americans have equal access to a college education that prepares them for rich intellectual lives” and works to increase the total number of Black college graduates in the U.S., according to its website. This tagline provokes thought relevant to the organization’s mission, calling on their audience to ponder how valuable people’s minds are—and subsequently, consider what they can do to encourage educational growth.

Every word in this tagline holds enormous weight in the message it’s conveying. Common Cause is a nonprofit that exists to ensure the United States’ democracy fairly serves all its constituents, and it does so by fighting for pro-democracy legislation like the recent Freedom to Vote Act. Their tagline succinctly expresses that sentiment— and it has a serious tone that matches the organization itself, too.

The United Negro College Fund and Common Cause are excellent models for provocative and descriptive taglines, respectively. Think about which type would best fit your nonprofit.

Local Nonprofits

Now we’ll look at nonprofits that while small in size, have taglines that feel larger than life.

Just because this nonprofit operates in a smaller area doesn’t mean its tagline is any less impactful. The Montana Historical Society describes itself as a “guardian of Montana’s history,” a history that this tagline appealingly illustrates as an expansive one full of sky and land.

Second Helpings Atlanta is a locally based nonprofit that fights both food insecurity and food waste in the metro Atlanta area by delivering leftover food from restaurants and grocery stores to food banks and individuals in need. This tagline is on the longer side, yet it remains memorable and clearly depicts what SHA volunteers do: drive leftover food from somewhere that doesn’t need it to someone who does.

Healthcare Nonprofits

Because health-related missions can be sensitive and require swift support, these organizations must use their tagline to build trust and form an emotional connection. Let’s review how these top healthcare nonprofits use their tagline’s language to inspire compassion and credibility:

St. Jude is “leading the way the world understands, treats, and defends childhood cancer and other life-threatening diseases” through advancing cures and prevention. The organization has been around since 1962 and dreams that no child should pass before the dawn of life. 

St. Jude’s descriptive tagline gets right to the heart of its purpose. The simple phrase discusses how the organization uses its funding and why people should care.

The American Cancer Society is a leading cancer-fighting organization dedicated to ending cancer for everyone. They seek to improve the lives of people with cancer and their families through research, advocacy, and patient support.

This tagline provokes a sense of hope that aligns with the American Cancer Society’s positive tone. Previous campaigns such as “the official sponsor of birthdays” have contributed to the organization’s upbeat determination to beat the disease for good. 

Environmental Nonprofits

Nonprofits dedicated to protecting the environment need taglines that will inspire hope and drive others to join in protecting that hope. Additionally, many environmental nonprofits cover several different initiatives, so their tagline can’t box them in. Let’s review how the World Wildlife Fund and Sierra Club structured their taglines: 

For 60 years, WWF has helped both people and animals thrive in nearly 100 different countries. The organization collaborates with communities to develop and deliver lasting solutions to wildlife problems. WWF’s work extends into climate, food, freshwater, forest, ocean, and other wildlife-related initiatives to achieve a thriving planet.

WWF’s tagline captures these ambitious goals by staying descriptive yet being all-encompassing. Because the WWF has several goals, using “planet” rather than “community” or “wildlife” shows that each solution is interconnected and will ultimately benefit the whole planet. 

  • “Explore, enjoy, and protect the planet”Sierra Club

The Sierra Club is a grassroots organization located in the United States that exists to defend everyone’s right to a healthy world. Their work promotes the responsible use of the earth’s ecosystems and resources in addition to educating others about protecting the environment.

The organization’s descriptive tagline goes beyond just suggesting that we should protect the planet just for protection’s sake. Rather, it suggests that the planet is worth protecting because it’s where we explore and enjoy life. 

Human Rights Nonprofits 

By nature, human rights Nonprofits carry heavy emotional undertones. To strike the right chord with their taglines, they must inspire action without digging too deeply into negative emotions. Both Amnesty International and CARE do a stellar job at this: 

Amnesty International is a global movement that campaigns against human rights abuse. The organization’s initiatives include topics such as child rights, climate change, police brutality, international justice, and many more campaigns created to achieve justice.

This provocative tagline implies that Amnesty International wants to turn sympathetic feelings into action. The organization’s robust research advocacy, lobbying, and campaigns were created and funded to make change happen. 

  • “Defending dignity. Fighting poverty.” CARE

CARE works globally to save lives, defeat poverty, and achieve social justice. Specifically, the organization focuses on aiding women and girls in need and advocating for equal rights opportunities. Their work spans climate, food and water, health, education and work, and equality-related goals to offer a better life of dignity and security. 

CARE’s inclusion of dignity within its tagline speaks to its hope of restoring the integrity of others. Its transformative programs act as a pathway to an enriching life. 

Wrapping up

A strong, well-written tagline can elevate your nonprofit’s brand and marketing efforts. We hope this article has been helpful to you in learning what a tagline is, why they’re important, how to create a great one, and what examples are out there.

Getting Attention can also help take your marketing strategy to the next level, especially in getting your brand new tagline to the top of Google’s search results. Get a free consultation today!

Here are three extra educational resources to help boost  your nonprofit marketing strategy:

Click here to get started marketing your nonprofit with Getting Attention.

13+ Simple and Effective Tips for Google Ads Optimization

Google Ads are an incredibly useful tool for expanding your organization’s reach and driving conversions. Plus, eligible nonprofits can take advantage of this resource at no cost through the Google Ad Grants program, which provides applicants with $10,000 in advertising credits each month. This way, you can spread the word about your mission and encourage new audiences to get involved.

To make the most of this nonprofit advertising opportunity, you shouldn’t take a set-it-and-forget-it approach. Instead, revisit your strategy often and look for ways to optimize your Google Ads for maximum effectiveness.

In this guide, you’ll learn the basics of Google Ads optimization, as well as 13 top tips to help you get started. Here’s what we’ll cover:

At Getting Attention, we understand the importance of a strong Google Ads strategy for nonprofits like yours to promote their missions. Our team specializes in Google Ad Grants management, helping nonprofits worldwide optimize their search ads. As you implement the strategies in this guide, don’t hesitate to reach out for expert help at any stage of the optimization process. Let’s dive in!

Learn from experts to optimize your Google Ads. Get a free consultation with Getting Attention.

What Is Google Ads Optimization?

Google Ads optimization is the ongoing process of refining and improving your organization’s Google Ads to improve results and achieve your goals.

As the world’s largest and most widely used online advertising platform, Google Ads have helped countless organizations further their missions. Continuing to re-evaluate the ways you leverage this tool over time comes with a variety of benefits, including:

This graphic shows four benefits of Google Ads optimization, which are discussed in the text below.

  • Increased online conversions such as event sign ups, donations, and volunteer registrations.
  • Expanded organizational reach to supporters new and old, inspiring them to take action.
  • Simultaneous campaigning, including the ability to market multiple ad campaigns with different purposes.
  • Greater audience understanding to better meet the needs of current and potential donors, volunteers, and advocates.

For nonprofits participating in the Google Ad Grant program, an additional benefit of Google Ads optimization is Google Ad Grants policy compliance. Your Google Ads must follow certain rules for your organization to maintain eligibility for the grant, and regularly optimizing your account allows you to check for and fix any aspects of your campaigns that may be out of line with Google’s guidelines. This way, you can ensure that your Google Ads continue to be a valuable part of your nonprofit’s marketing strategy.

Google Ads Optimization Tips Overview

Now that you know why Google Ads optimization is important, let’s dive into our top 13 tips for getting started:
This checklist graphic displays 13 tips for optimizing your Google Ads, which will be discussed throughout the rest of the article.

We’ve broken these tips into categories to make them easier for your organization to implement, and the first category we’ll cover is optimizing your overarching Google Ads strategy.

Google Ads Optimization Strategy Tips

Although you likely developed a strategy for leveraging the platform when you first created your account, ensuring this strategy aligns with your nonprofit’s goals will help you maximize your Google Ad Grant over time.

1. Evaluate Your Current Ads

The first step to optimizing your Google Ads campaigns is to evaluate your current ad performance to see what is working and where you have room to improve. To do this, pay attention to four key metrics:

This graphic shows four metrics for your nonprofit to optimize your Google Ads strategy, which are listed below.

  • Impressions. An impression occurs every time your ad is displayed or seen by someone searching on Google. First, determine which of your campaigns are getting the most impressions. Then, consider why those ads might be more visible than others—oftentimes, the deciding factor is either ad quality or relevance to the searcher.
  • Click-Through Rate (CTR). This metric refers to the percentage of users who click on your ad after seeing it. It can be calculated by dividing the number of clicks by the number of impressions and multiplying the result by 100. A high CTR means a large audience is seeing the ad and finding it relevant.
  • Conversions. A conversion occurs when a user takes a desired action after clicking on your ad, such as donating, registering for an event, or signing up to volunteer. Keeping track of the amount of impressions and clicks that lead to conversions will help you identify which ads in each of your campaigns are performing the best.
  • Cost per click (CPC). This metric can help you budget your nonprofit’s $10,000 per month from the Google Ad Grant effectively. CPC is affected by the amount you bid for each keyword in your strategy, the keyword’s quality score, and the ad’s placement on the search engine results page (SERP). Examining your ad spend can help you scale your ads appropriately to get them in front of the right audience.

You can access reports on all of these metrics in your nonprofit’s Google Analytics account. The program will even break down the report by time of day, providing even more insight into when your ads perform best.

2. Find and Fill Opportunity Gaps

Using the metrics above to evaluate your current ads can also help you identify opportunities that you haven’t yet taken advantage of or gaps in your strategy that need to be filled. In particular, this process can help you notice lost impressions, which are missed impression opportunities between you and your audience. Analyzing your lost impressions report can help you prioritize the ads that have the most potential to convert.

Additionally, you should regularly compare your Google Ad Grants strategy to your organization’s overarching goals. For instance, if your nonprofit has set a goal to boost online donations by 20% this coming year, you might put more effort into improving and expanding the reach of your Google Ads that link back to the donation form on your website.

Google Ads Optimization Keyword Tips

Keywords are the words or phrases that Google users type into the search bar. When you create a Google Ads campaign, you’ll attach keywords to your ads to trigger their appearance on the SERP when users search those keywords.

Here are three tips to help you optimize your Google Ads keywords for maximum reach.

3. Choose Specific, Relevant Keywords

Your keywords should be closely related to your mission and the desired action attached to each of your Google Ads. This way, you can get your ads in front of the users who are most likely to convert.

Following the Google Ad Grant policies for keywords not only ensures your account is in compliance with the rules, but it’s also helpful in optimizing your strategy. Google’s requirements include:

This graphic lists three keyword policies for Google Ads optimization that nonprofits must follow, which are discussed in more detail below.

  • No single-word keywords unless they’re on the approved list of exceptions. Most single-word keywords are too broad to get your ad in front of an audience who would want to engage with it. For example, if an animal shelter used “cat” as one of their keywords, that would bring up a wide range of search results, many of which have nothing to do with aiding in the shelter’s mission to rescue cats in need. Choosing phrases like “adopt a cat” or “volunteer with cats” could reach the organization’s target audience more effectively.
  • No overly generic keywords. Remember that the goal of your keyword strategy is to drive conversions from users who are interested in your mission. Generic keywords like “free videos” or “eBook downloads” don’t tend to be helpful in reaching that goal. So, Google doesn’t permit nonprofits to use generic keywords to ensure they use their grant wisely.
  • No keywords with a quality score of 1 or 2. Quality score is a diagnostic measure that Google uses to determine keyword relevance. It’s calculated using factors like historical impressions for that keyword and expected CTR. Keywords with a quality score of 3 or higher on a scale of 1 to 10 are more likely to convert users and make the grant money your nonprofit spends worth it.

By choosing high-quality, relevant keywords, your ads can effectively engage users who are actively searching for information related to your mission and work. Leverage Google Keyword Planner and other keyword research tools to help you create the most effective strategy for your nonprofit.

4. Consider Keywords’ Search Intent

In addition to keyword quality and relevance, thinking about search intent is essential for getting your Google Ads in front of users who would be interested in them. While there are a variety of reasons why someone would search for different keywords on Google, some of the most common search intents that your nonprofit might target with ads include:

This graphic describes four keyword search intents for Google Ads optimization: educational, navigational, commercial, and transactional.

  • Educational: Users want to learn more about a cause or issue by searching terms like “effects of childhood poverty” or “dog adoption statistics.”
  • Navigational: Users are looking to access a specific organization’s website by searching a term that includes the nonprofit’s name.
  • Commercial: Users aren’t necessarily ready to take a desired action yet, but they’re weighing their options through searches such as “volunteer opportunities near me” or “top-rated animal shelters.”
  • Transactional: Users who search keywords like “sponsor a child” or “adopt a shelter dog” are typically at the point of conversion.

Depending on the keyword’s intent, you can direct audiences who click on your ad to different landing pages. Educational keywords often lend themselves to promoting blog articles, downloadable resources, or case studies. Searchers of navigational keywords usually want to be directed to your homepage, and ads targeting commercial or transactional keywords should link to landing pages where users can fill out a form or take another action.

5. Identify Negative Keywords

Once you’ve determined which keywords you want to target with your ads, you should also identify keywords that don’t relate to your organization’s offerings—also known as negative keywords. Despite the name, negative keywords aren’t inherently bad. They’re just phrases your organization may not want its ads associated with.

Because you spend your Google Ad Grant funds every time someone clicks on one of your ads, it’s vital to exclude irrelevant or wasteful search terms from your campaigns. That way, you can maximize your monthly budget by focusing on ads that are likely to convert users.

Google Ads Optimization Tips for Audience Targeting

Although keywords are essential for your Google Ads to reach the correct audience, there are other targeting strategies you can use to boost clicks and conversions. We’ll discuss three of these in more detail below.

6. Define Your Target Audience

As with any strategy for supporter engagement, it’s important to understand the individuals you want to reach with your various Google Ads. Some segmentation criteria you can use to define your target audience include:

  • Demographic characteristics such as age, location, education, family status, and wealth.
  • Giving and involvement history with your organization, including past donation amounts and frequency, volunteer hours, event attendance, and participation in advocacy activities.
  • Relevant interests and motivations for supporting your nonprofit’s mission.

Once you understand your target audience, you can write ad copy that they’ll be receptive to and add keywords that they’re likely to search for to your strategy. Also, keep in mind that each of your ads might have a slightly different target audience.

7. Leverage Geotargeting

Geotargeting allows your nonprofit to narrow down the audience for a Google Ads campaign to users in a specific geographic area. This is especially useful for marketing in-person events, volunteer opportunities, and services to ensure that the people who see your ad live close enough to benefit from it.

Google Ads provides three overarching location criteria that you can use to get started with geotargeting:

  • “Target” locations are places where users are physically located in which your ad will be shown.
  • “Exclude” locations are places where you don’t want a specific ad to appear.
  • “Location of Interest” places allow ads to be shown to users searching for information about a particular location even if they aren’t physically there when they conduct the search.

From there, you can further refine your geotargeting by inputting custom locations on a map or reaching out to specific demographics within your target locations. You can also adjust your location-specific keyword bids based on where you’re most likely to receive clicks.

8. Create a Remarketing Strategy

In the context of Google Ads, remarketing or retargeting involves showing search ads to audience members who have previously visited your nonprofit’s website but didn’t convert. When these users search for relevant terms, your ads will display higher on the SERP. Retargeted ads may also appear as banners on other websites within the Google Display Network.

Remarketing allows you to re-engage potential supporters who have shown interest in your organization in the past, reminding them about your mission and encouraging them to come back to your site to take a desired action. Your organization can nurture supporter relationships that might otherwise have been lost and increase a variety of conversions, from donations to event attendance to signups for your email newsletter.

Google Ads Optimization Tips for Ad Structure

While the optimization tips we’ve covered so far focus mostly on factors that affect your entire account, the next four will dive deeper into how your individual Google Ads fit into the bigger picture. Your campaigns determine where your website will show up and who will see those ads, and your ad groups, headlines, copy, and landing pages are the deciding factors that affect your CTR and conversion rates.

9. Understand Correct Campaign Flow

We’ve mentioned the terms “campaign,” “ad group,” and “ad” several times throughout this guide. While each refers to a specific element of your Google Ads strategy, they fit together in a specific way, as shown in the diagram below:

This diagram shows the structure of an optimized Google Ads account, containing two campaigns each with ad groups, ads, and keywords.

  • Campaigns. These are the largest building blocks of your strategy. You can run up to five campaigns at a time, and each one should be centered around a broad goal such as “volunteering” or “fundraising.”
  • Ad groups. These are collections of ads that target related sets of keywords. Each campaign should have at least two ad groups to improve keyword alignment and landing page relevance.
  • Ads. Each individual ad consists of a headline and description that shows up on the SERPs for relevant keywords. For the best user experience, you should have at least two ads per ad group.

The guidelines of having no more than five campaigns, at least two ad groups per campaign, and at least two ads per ad group are also important for your nonprofit to maintain compliance with the Google Ad Grant policies.

10. Improve Headlines and Copy Through A/B Testing

One of the reasons your nonprofit is required to have at least two ads in each ad group is so that you can conduct A/B testing. This process involves comparing two versions of an ad against one another to properly determine which is the optimal performer.

A/B testing can help you improve several aspects of your Google Ad design, including:

  • Headlines. Your headline is the top, bold line of text in your ad. It’s the first thing users notice when your ad appears on a SERP and the place they click to visit your landing page. Testing multiple variations of the same headline can help you determine which one grabs users’ attention and boosts your CTR the most.
  • Descriptions. A Google Ad description is usually two lines of text that appear below the headline and let users know why they should click on an ad. As you test different descriptions, optimize them for clicks by incorporating second-person pronouns (you/your/yours), using active verbs, and focusing on benefits to the user.
  • Landing page choice. With some keywords, the exact user intent may not be clear at first glance. It can be helpful to run two variations of an ad that link to similar landing pages to determine which one users actually want to click. For instance, you could link to your volunteer sign-up form in one version of an ad and a page describing volunteer opportunities at your nonprofit in another to determine whether users who search for your target keyword are ready to convert or need more information before signing up.

The Google Ad Grant policies require your nonprofit to maintain at least a 5% CTR and be able to show a minimum of one meaningful conversion per month to stay eligible for funding. Testing different variations of your ads against each other to see which one leads to the most clicks and conversions can help you comply with this rule.

11. Optimize Your Landing Pages

In order for your nonprofit to receive Ad Grant funding, Google requires that your website have substantial mission-related content and provide a positive user experience. This is also an area where you shouldn’t take a set-it-and-forget-it approach, though. Once you’ve secured your Google Ad Grant, continue to evaluate your landing pages by asking yourself the following questions:

  • Is the content relevant to users’ needs and the target keyword’s search intent?
  • Are the visuals and multimedia elements used on the page engaging and accessible?
  • Does the page have a clear value proposition and call to action?

Additionally, make sure your site loads quickly and is mobile responsive to ensure your audience stays on the landing page long enough to convert.

12. Incorporate Ad Extensions

To make your ads more user-friendly, Google offers a variety of additional features known as ad extensions. There are many different types of extensions, but here are some of the most popular ones for nonprofits to use, as shown in this example from WWF:

This screenshot of WWF ads on a Google SERP shows four different types of extensions available for Google Ads optimization at work.

  • Sitelink extensions append links to additional pages on your website, offering more options for audiences to learn more about your cause and get involved.
  • Call extensions allow users to call your nonprofit simply by clicking on the phone number attached to your ad.
  • Lead form extensions provide a place for users to submit their contact information directly from the ad so that they can easily ask questions or express interest in receiving communications from your organization.
  • Callouts are text snippets that highlight key selling points, statistics, or other information about your nonprofit to promote it more effectively.

According to the Google Ad Grants rules, nonprofits have to add at least two sitelink extensions to each ad to maintain compliance. However, you should also experiment with the other types of ad extensions to see which ones boost conversions the most.

Google Ads Optimization Tip for Effective Management

Our final tip for Google Ads optimization is a simple one: In order to continue managing your campaigns over time, work with experts who specialize in all things Google Ad Grants.

13. Work With a Google Grants Management Professional

Google Ad Grants management is a full-time job. Oftentimes, nonprofits will turn to professional consulting agencies to manage their Google Ad Grants accounts. If you do this, make sure to invest in an agency that devotes its time solely to Google Ad Grants.

Getting Attention is one such agency. We’re prepared to help you every step of the way, from submitting your application to setting up your account to optimizing your ads over time.

Some of our core services include:

This mind map shows five Google Ads optimization services that Getting Attention offers, which are discussed in more detail below.

  • Completing Google Ad Grant applications and eligibility checks.
  • Maintaining proper account hygiene.
  • Conducting keyword research and advising you on which ones to target.
  • Optimizing, redesigning, and relaunching potential landing pages on your website.
  • Helping you get your account reactivated if it’s ever suspended for any reason.

If you need additional services outside of these five main solutions, we’re open to discussing our experience and ability to meet your needs. Contact us to learn more about how Getting Attention’s services can help your nonprofit optimize its Google Ads strategy!

Google Ads Optimization: The Bottom Line

Effectively marketing your nonprofit’s mission involves not only taking advantage of the $10,000 in free promotion that the Google Ad Grant provides, but also ensuring your ads continue to perform well over time. Although the optimization process may seem daunting at first, know that you don’t have to go it alone—the experts at Getting Attention are here to help!

To learn more about Google Ads and their purposes, check out these additional resources:

Make the most of $10,000 of nonprofit advertising. Discover how Getting Attention can help you optimize your Google Ads. Get a free consultation.