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Learn more about how to craft a successful nonprofit marketing plan in this guide.

A Winning Nonprofit Marketing Plan: How to Make People Look

April 19, 2023/in Nonprofit Communications, Nonprofit Marketing /by Getting Attention

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

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

What Is a Nonprofit Marketing Plan?
The Benefits of a Strong Nonprofit Marketing Plan
The Essential Components of a Nonprofit Marketing Plan
8 Steps to Create a Nonprofit Marketing Plan
Channels to Include in Your Nonprofit Marketing Plan
Free Nonprofit Marketing Plan Templates to Download

Thorough nonprofit marketing needs a definitive resource for your entire fundraising team when it comes to representing your mission and pushing you toward your goals. Ready to learn more? Let’s start with an overview of nonprofit marketing plans.

What Is a Nonprofit Marketing Plan?

A nonprofit marketing plan is a dedicated document to help your fundraising team create promotional materials, stay consistent with branding and goals, and reach its target audience effectively.

This document should be available to everyone in the organization so that no matter the campaign or event they are promoting, the messaging and tactics support the core mission. This is the best way to communicate with current supporters, acquire new ones, and keep all team members on track to reaching your organizational goals.

Most organizations work with their board to outline their overarching marketing plan and assign roles for the upcoming fiscal year. However, supplemental plans can also be created for individual projects throughout the year.

The Benefits of a Strong Nonprofit Marketing Plan

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

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

Provide clarity to your team. No matter what, your team should never lose track of its mission and goals. Your nonprofit marketing plan will clearly outline this information so that your team is clear on every detail and the most valuable way to communicate them to stakeholders.
Keep tasks and team members organized. A fully fleshed-out fundraising campaign involves several moving parts, especially when it comes to marketing. Whether you’re sending out email blasts, creating flyers, or engaging with donors on social media, it can be overwhelming. A concrete plan eases that stress with guidance on when and how to complete these actions.
Focus on reaching donors and increasing awareness. The goal of any marketing strategy is to connect with your audience, bring awareness to your mission, and inspire action from supporters. Your nonprofit marketing plan will walk through the specific motivations of your supporters and prospects, as well as explain the most valuable channels and strategies to appeal to those emotions.

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

The Essential Components of a Nonprofit Marketing Plan

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

While your specific marketing plan will be unique to your mission and campaign, there are still several core components that you’ll need to include.

Overview of The Organization

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

Mission statement — Your mission statement should summarize why your organization exists, the audience you serve, and how you’ll serve them in just a couple of sentences. Mission statements can clarify a sense of direction for your team members and remind supporters of your nonprofit’s purpose. For example, the ASPCA’s mission statement is “to provide effective means for the prevention of cruelty to animals throughout the United States.”
Key stakeholders and nonprofit staff structure — Define both internal and external stakeholders, including board members, paid staff, program directors, volunteers, donors, and members. It’s important that your entire organization has knowledge of important team members as well as how they all work together. This way, if someone has a question or concern, they know exactly who to go to.
Goals — What exactly is your organization hoping to accomplish? For your nonprofit marketing plan, it can be helpful to outline both long-term and short-term goals, since each of them serves as different stepping stones for your core mission. You might outline goals for each month, as well as some for the entire year.
Priorities — As you outline your goals, rank them in terms of priority. For instance, if your mission is to provide equal education opportunities for high school students, your priority might be to raise money for needed school supplies over creating scholarship opportunities. Though both goals are valid and important, you can’t expect students to excel in scholarship programs without adequate materials.

Communicating the basics of your organization will give everyone a solid understanding of your mission and what you’re aiming to accomplish. In turn, your messaging can communicate those aspects accurately.

Audience Overview

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

Current audience — What types of people currently support your organization? Look at your nonprofit’s database and determine if there are any commonalities. List out the type of people and entities that consistently donate and support your organization.
Target audience — Who are the people you are trying to reach? For each campaign or event you plan, you should have a specific audience you want to market to. Then, you can break this audience up into new donors, existing donors, lapsed donors, major donors, and more.

NXUnite’s guide to nonprofit marketing plans explains that you can leverage your current audience to create prospective personas based on age, traits, preferred communication methods, and giving preferences. Knowing who currently supports your work and who else you’d like to reach will enable you to connect with the widest audience possible. Even if you already have a strong base of support, you’ll always want to expand your audience, which is where defining your target audience will come in handy.

Messaging and Communication

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

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

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

8 Steps to Create a Nonprofit Marketing Plan

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

1. Review Past Performance.

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

Review your previous marketing efforts and ask yourself the following:

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

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

How to Conduct A Nonprofit Marketing Audit

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

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

Here’s a breakdown of this approach:

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

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

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

2. Establish SMART Goals for Your Nonprofit Marketing.

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

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

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

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

Examples of SMART Marketing Goals

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

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

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

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

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

This goal is time-based (end of the year), has a specific and attainable target (increasing matching gift participation from 1,000 to 1,300), is relevant to your mission (college opportunities to decrease education inequality), and includes reporting methods (biweekly reports).

Download the SMART Goals Template

Learn more about these direct mail fundraising trends to refresh your next campaign.

3 Impactful Direct Mail Fundraising Trends for Nonprofits

April 11, 2023/in Nonprofit Fundraising /by china.dennington

As a nonprofit professional, you know that there are always new nonprofit marketing trends emerging. As the world of technology, social media apps, and influencers continues to evolve, these trends can take flight faster than ever.

While it’s easy to name the three new marketing trends you noticed on TikTok or Instagram this week, trends in more traditional marketing channels might not be at the top of your mind. But, keeping up with new trends and fresh ideas is necessary for every communication channel. By changing up pieces of your direct mail fundraising strategy, you can reduce donor fatigue and burnout.

These trends can help your nonprofit engage its existing donors and boost retention by creating a highly personal touchpoint that reflects donors’ values and preferences—like a passion for sustainability, for example. In this guide, we’ll explore three strategies you can use to put a new spin on your existing direct mail program.

1. Personalization.

One of the hallmarks of direct mail fundraising is its personal nature. Donors tend to feel more connected to your nonprofit when they are greeted by name through a tangible message that arrives in their mailbox. While social media posts and email messages could get lost in the crowded digital shuffle, direct mail gives each recipient something to hang on their fridge as a reminder to donate, volunteer, or attend fundraising events.

As technology and data analytics evolve, more nonprofits can add personalized elements to their direct mail. Here are some simple ways to make your direct mail campaigns more personal:

Greet donors by name. Move away from generic greetings and use an individualized approach by using the donor’s name. Because this greeting is one of the first things donors will notice about your direct mail, it sets the tone for a more personal message.
Highlight the donor’s impact. Pursuant’s guide to direct mail fundraising highlights the opportunity to personalize your messages by incorporating stories about your nonprofit and its beneficiaries that align with the donor’s interests. Make sure to highlight the specific ways their past and future contributions impact your cause.
Consider donor levels. When you segment your donors by their giving level, you can create custom campaigns for each group. Your donors have varying giving capacities, and it’s important to ensure you’re asking for the proper amount from them. This can keep you from leaving funds on the table or requesting an amount that makes donors uncomfortable.

Since pieces of direct mail tend to be direct with minimal copy, your nonprofit can personalize them further by including QR codes for digital resources the donor would be interested in.

For example, you can segment new donors and send them direct mail with codes to an online welcome packet that gives them more information about your organization, programs, and cause. This is an effective way to integrate your direct mail and digital marketing strategies to increase touchpoints with donors.

2. Analyzing data.

With the rapid progress made in the world of tech and data, innovations like artificial intelligence are paving the way for new ways to market and fundraise. Data analytics tools are more commonplace and are widely accessible to nonprofits of all sizes. More and more organizations are able to leverage data analytics to get the most out of their marketing efforts, including their direct mail fundraising campaigns.

Because you need donor data to personalize communications, you might already be familiar with using data analytics to improve your marketing efforts. But, you can also use data to track and boost your direct mail fundraising progress.

Your organization can use data analytics to benefit your campaigns by:

Tracking response rates to understand how relevant and engaging your direct mail is to donors.
Determining the best times to send direct mail based on past campaign performance.
Performing A/B testing to understand which appeals, trends, and strategies generate the most donor engagement.
Referencing donors’ past involvement (like attending a volunteer event) and philanthropic interests in messages.
Tailoring solicitations to donors based on factors like discretionary income, giving affinity, capacity to give, and more.
Prioritizing fundraising and marketing efforts by measuring donors’ predicted lifetime value (their average annual donation total multiplied by the number of years they will contribute).

Leveraging this data can help your nonprofit measure its marketing ROI more accurately. With these concrete numbers, you can better define success, set realistic yet ambitious goals, and identify ways to maximize efficiency.

3. A focus on sustainability.

Across all industries, there has been a shift toward more sustainable practices. People are discussing the importance of sustainability more often, consumers and supporters are holding organizations and businesses accountable, and sustainable practices (like recycling and net-zero energy) are being normalized.

Your nonprofit can participate in this important change in many ways. For example, you might opt to use more sustainable fundraising ideas, like the shoe drive or tree planting day listed in Double the Donation’s list of fundraising ideas. On the other hand, you can also streamline your operations to limit waste, especially for things like print marketing which can contribute to paper waste.

Here are a few ways you can follow this trend toward sustainability:

Use recycled materials. Recycled paper is often cheaper than non-recycled, and most people can’t tell the difference. Plus, recycled paper can help limit deforestation and conserve important resources like water and fuel.
Reduce waste. With a focus on data, your nonprofit can better target donors who will engage with direct mail and respond by taking action. You can save time, resources, and money on printed goods by sending them out to donors who show interest in engaging with mail.
Supplement efforts with digital channels. Your nonprofit doesn’t need to replace its direct mail fundraising efforts with a digital approach, but you can offer digital alternatives to supplement the strategy. Invite donors to subscribe to your digital newsletter, donate online, and view long-form content (like annual reports) on your website rather than via direct mail.

Many organizations switched to using postcard mailers. Postcards are very small and don’t require an envelope, reducing waste while saving your organization money. Making small adjustments like this, along with creative collaboration between your marketing and fundraising teams, can lead to more sustainable practices and extra wiggle room in your budget.

While direct mail fundraising has been around for decades, it’s important to remain up-to-date on trends and maintain a fresh, modern approach. By keeping up with new nonprofit marketing and advertising trends, your organization is more likely to meet donors’ needs and preferences, compete with what’s in their mailbox, and motivate them to take action in support of your cause.

In this post, we’ll cover some do’s and don’ts of planning legendary charity events.

The Do’s and Don’ts of Planning a Legendary Charity Event

April 6, 2023/in Nonprofit Fundraising /by Getting Attention

Whether your nonprofit is preparing to host its annual gala or a one-off virtual game night, you likely have specific goals you want to reach, such as raising a certain amount of money, securing a particular number of new sponsors, or increasing your average attendance rate.

These goals are important, especially when you consider the investment of time, energy, and money that your nonprofit has to make for big events to happen. But what about leaving a lasting impression on your attendees, and providing them with a memorable experience that they’ll be talking about for years to come? In other words, how can you take your charity events to the next level, and make them legendary?

The answer lies in careful event planning. With the right approach to planning your nonprofit’s next event, you can ensure that you’ll meet all of your goals, and put together an occasion that your supporters won’t soon forget. To fine-tune your event planning strategy to this end, follow these do’s and don’ts:

Do pick an event idea that will “wow” your audience.
Don’t put off assembling an event planning committee.
Do recruit volunteers.
Don’t neglect your follow-up activities.

As you review these do’s and don’ts and consider how you can take your events to new heights, remember that you don’t have to figure it all out on your own. An experienced charity event planning and production company can help you manage the many moving parts of your event, and give you the time and headspace needed to focus on making your attendee experience a legendary one.

Do pick an event idea that will wow your audience.

One great way to freshen up your event planning strategy is to pick a unique event idea you’ve never done before. As you consider the many different types of events there are to choose from, consider what you know about your nonprofit’s audience and select an idea that will resonate with them.

Here are some of the top fundraising ideas from Best Fundraising Ideas for you to consider:

Paint and Sip: This is a relaxing fundraiser that involves getting your supporters together to enjoy drinks and an evening of painting. Consider asking a local artist or art teacher to lead a painting class, and to offer tips and techniques to participants.

Car Show: Invite classic car owners to assemble for a car show. Your supporters can browse the collection of cars, enter giveaways, and purchase food from food trucks. For certain demographics, this idea can prove to be incredibly successful.

Talent Show: Tap into your community’s talents by hosting a talent show. Set up your show in an interesting venue, and recruit some of your board members or notable community members to act as judges. Make sure to offer an exciting prize for the winning act, like a trophy or gift basket.

Night at the Museum: If your organization runs a museum or can partner with one, try hosting an all-night event where attendees can explore the museum exhibits after hours. Allow attendees to hear from museum experts, admire the works around them, and enjoy good food with great company.

Of course, sometimes you’ll need to stick with event ideas you’ve been using for years. For example, you may have an annual winter ball or gala that is an established tradition in your community. To generate more interest, and to ensure your team is approaching the planning stage in a different way, you can always put a fresh twist on an already-established event.

For example, don’t overlook opportunities to transform your event into a virtual occasion. According to CharityBids’ guide to virtual charity events, these events allow for a flexible experience, help your organization save money, empower you to try new methods of raising money, and can even give you the chance to tap into exclusive experiences like celebrity appearances.

Don’t put off assembling an event planning committee.

To effectively plan and execute your event, you’ll need to create a planning committee made up of individuals who are committed to their responsibilities and to making your event the best it can be.

Here are the roles you’ll need to fill, along with their responsibilities:

Committee Chair: The chair will be in charge of communicating with your nonprofit’s leadership about the event, and ensuring the team is adhering to the budget. They’ll also ensure that all other individuals on the committee feel supported in completing their duties ahead of the event.

Event Designer: The event designer or planner, will handle all of the event details, including the venue, catering, decor, and entertainment. They’ll also be responsible for securing any necessary liquor or games of chance licenses for the big day.

Sponsorships Coordinator: A sponsorships coordinator is tasked with creating and maintaining relationships with event sponsors like local businesses or restaurants. One of the most important things they’ll do is ensure that your sponsors receive the benefits your organization promises them in return for sponsoring your event.

Communications Manager: This individual will lead the charge of marketing your event. They’ll guide the rest of your team in how to get the word out to the public and will inform the media about it if necessary.

Volunteer Coordinator: The volunteer coordinator will be responsible for recruiting volunteers for the event, training them in their roles, and managing the volunteer team during the event.

If your event will involve an auction, you may also need to recruit an auction item procurement specialist. They’ll be responsible for identifying auction items, managing relationships with the donors of the items, and gathering the items ahead of the big event. This is a big job, so in some instances, you may need a whole team of procurement specialists.

Do recruit volunteers.

Most often, nonprofits are most concerned about engaging donors during their events, but volunteers are a critical part of the event equation, too. Not only can your event run more smoothly with more hands to help, but your organization can also strengthen relationships with its volunteers by offering them fulfilling opportunities to get involved with the event.

As you recruit volunteers for your event, take what you know about your existing volunteers into consideration, and try to match them with roles that will resonate with their interests and skill sets. For example, if you know one volunteer has great graphic design skills, you might ask them to help you create virtual event invitations.

For volunteers who are signing up to work for your organization for the first time, take the time before and during the event to get to know them, chat about your mission, and ensure they’re comfortable performing their duties. Their experience volunteering during the event will play a big role in whether they return for another volunteer opportunity in the future!

Don’t neglect your follow-up activities.

Once your event is over, it can be tempting to move on to planning your next campaign or project. But if you really want to make a great impression on your event attendees, you’ll ensure that you perform follow-up tasks before you do.

As you plan your event, consider how you’ll reach out to your event attendees, volunteers, and sponsors to thank them for their time and contributions after the event is over. Doing so will help you have a plan in place to get started right after your event ends! Here are some popular options:

Traditional thank-you letters
Social media shout-outs and/or messages
Thank-you videos
Small gifts (like your nonprofit’s branded merchandise)

You should also let the larger community know how your event went. For example, you might post about your event on your blog, share pictures from the event on social media, or give an event recap in the next edition of your newsletter. This will show your community how your events are tied to your larger cause, and can encourage more people to attend your next event!

When it comes to nonprofit events, there’s no need to settle for good or great. You can make your next event legendary by approaching the planning process with care. Use these do’s and don’ts to make sure your next event will be one for the books!

Nonprofit compliance is essential to effective operations and can support marketing.

How to Grow Your Nonprofit’s Credibility Through Compliance

March 27, 2023/in Nonprofit Communications, Nonprofit Fundraising, Nonprofit Marketing /by Contributor

Nonprofits are subject to numerous state and federal regulations. These requirements are necessary for the initial creation of a nonprofit organization, as well as its ongoing compliance, especially as the organization grows. But by adhering to legal regulations, a nonprofit can also communicate its integrity to its supporters.

When a nonprofit follows the rules set forth by the government, it not only stays rooted in its core cause, but also communicates to its supporters that they can trust the organization to steward contributions correctly and use those contributions to better beneficiaries’ lives.

In order to help you grow your organization’s credibility, we’ll walk through three compliance tasks that your nonprofit should prioritize:

Securing tax-exempt status
Defining bylaws
Registering for charitable solicitations

To garner the support of donors, volunteers, and advocates, your nonprofit will first have to show why they should give their support. Consider how following these three compliance requirements can prove your nonprofit’s credibility and encourage more support from your community.

1. Securing tax-exempt status

When you first create your nonprofit, your organization will have to prove to the IRS that it has charitable intentions through Form 1023. This is one of the determining factors in being classified as a 501(c)(3) nonprofit and your organization’s first opportunity to demonstrate its credibility.

Before you can apply for tax-exempt status, you’ll need to prepare by taking these steps:

Establish a nonprofit corporation. File Articles of Incorporation to establish your organization as an entity separate from its founders.
Obtain a federal tax ID number (FEIN). Apply for an FEIN online through the IRS website. You can only do this after your organization has been legally formed.

After taking these preliminary steps, your organization will be ready to file Form 1023 to apply for tax-exempt status. This form, which is 28 pages long before any attachments and materials required for filing, is like a thorough examination of your organization.

Think of this process as an audit of your organization’s previous or planned activities. The IRS uses this application to ensure your organization aims to fulfill 501(c)(3) services. In doing so, it accounts for the validity of your organization’s work.

2. Defining bylaws

Another requirement of Form 1023 is the inclusion of your nonprofit’s bylaws. This is a set of rules that define how your organization will be governed by its board of directors.

These bylaws will protect your organization against risks and eliminate the guesswork when it comes to carrying out your nonprofit’s mission. These rules will be especially helpful in solving unique situations. For example, if you think of a clever organization name five years from now, you’ll want to have made the provision to allow for changing your nonprofit’s name.

You should include the following in your organization’s bylaws:

Organizational purpose: Explain what your organization aims to do and how it will accomplish that mission.
Board member details: Determine the term lengths for board members and the process for board member succession/removal.
Meetings: Establish the frequency and nature of meetings, as well as any relevant requirements or rules.
Conflict resolution: How will the organization handle any internal conflicts?
Changes: Don’t forget to include the provision that bylaws can be amended in the future.

According to Foundation Group, “good governance establishes a foundation for good work.” Clear governing rules allow your organization to be held accountable for its actions, which will ultimately make it more trustworthy.

After you’ve drafted and approved your organization’s bylaws, you may consider making them public. You might publish them on your website or refer to them in blog posts. A good website design will combine stylish branding elements with your most important organizational information so that anyone can access and understand the inner workings of your nonprofit.

Although publishing your bylaws is optional, it’s a valuable step toward transparency. When supporters can see and agree with your organization’s bylaws, they may better appreciate how serious your organization is about following them.

3. Registering for charitable solicitations

According to Double the Donation’s guide to nonprofit fundraising, “individual giving makes up nearly three-fourths of all charitable contributions.” When it comes to donations, your nonprofit will likely consider several methods of raising money that appeal to its supporters. From email outreach to silent auction events, your organization’s fundraising campaigns are essential to supporting your mission.

It’s important to prioritize compliance when requesting donations to show supporters that your request follows all the right protocols.

Before your nonprofit starts marketing its mission and asking for contributions, find out if you need to register for charitable solicitations. Most states require charitable solicitations registration, but there are nine that don’t:

Delaware
Idaho
Indiana
Iowa
Montana
Nebraska
South Dakota
Vermont
Wyoming

If your state does require this registration, it’s important to prioritize it and renew the registration when it’s due, usually annually. You’ll also have to register in multiple states if you plan on soliciting donations throughout the country. Completing your charitable solicitations registration shows supporters that you do things the right way and aren’t just in it for the money.

With the state’s approval of your registration, supporters can see that your organization’s structure and finances were examined before it was granted permission to ask for donations. Then, when they contribute, they’ll have confidence that their donations are going to exactly what your organization promotes.

Just as you’d prioritize supporters’ preferences when it comes to marketing channels or event features, think about how they view your nonprofit’s internal operations. Your donors should be able to trust that their time, money, and advocacy are supporting a good organization with an important mission and the right intentions.

Author: Greg McRay

Greg is the founder and CEO of Foundation Group, one of the nation’s top providers of tax and compliance services to nonprofits. Greg and his team have worked with tens of thousands of nonprofits for over 25 years, assisting them with formation of new charities, plus tax, bookkeeping, and compliance services. He is credentialed as an Enrolled Agent, the highest designation of tax specialist recognized by the Internal Revenue Service. Based in Nashville, Tennessee, Greg and company work with charities and nonprofits all across the country and worldwide.

Explore this guide for a comprehensive look at Google Grants eligibility.

Google Grants Eligibility: Is Your Nonprofit Eligible?

March 16, 2023/in Google Ad Grants, Nonprofit Communications /by Getting Attention

The Google Ad Grants program is designed to empower eligible nonprofits to get the online attention they deserve without straining their marketing budgets. Receiving a monthly grant of $10,000 to spend on Google Ads will boost your nonprofit’s web traffic via Google Search. But first, you need to meet the necessary Google Grants eligibility criteria.

While Google Grants are a valuable resource for nonprofits, not all organizations are qualified to receive the funds. To facilitate your Google Ad Grant application process, we’ll walk through everything you need to know about verifying your Google Grants eligibility.

At Getting Attention, we’re a Google-certified Google Ad Grant agency devoted to helping nonprofits secure Google Grants and strategize how they’ll make the most of their funds. Since we’re always up-to-date on the latest Google Ad Grants requirements, we have all the necessary experience to help you maximize this marketing opportunity.

In this guide, we’ll cover the following points to assist your nonprofit in verifying its eligibility for the Google Ad Grants program:

What is the Google Grant?
Why are there Google Grants requirements?
Which nonprofits are eligible for Google Grants?
How do I start the Google Grants eligibility verification process?
Can my nonprofit lose its Google Grants eligibility status?
Are there experts that can verify my Google Grants eligibility?
Once I’m verified, what’s next?

Google Ad Grants are without a doubt one of the most beneficial marketing opportunities that nonprofits can leverage. In a rush? Watch this overview video to take you through everything you need to know about Google Grants eligibility:

Otherwise, read on to learn more about the program’s details, eligibility criteria, and the application process.

1. What is the Google Grant?

Google Grants, also called Ad Grants or AdWords Grants, is a Google-sponsored marketing grant program that awards eligible nonprofits with $10,000 in ad credits each month. Grant recipients can use these funds to bid on different cause-related keywords. When allocated effectively, these credits provide a cost-free way for nonprofits to advertise their most important web pages at the top of Google search results.

For instance, let’s say you’re a philanthropic individual with a strong passion for ending elephant endangerment. With this in mind, you might visit Google and conduct a search for “end elephant endangerment” or “save the elephants.” To attract potential supporters like you, a wildlife rescue charity or world conservation organization might use their Google Ad Grant to bid on these terms and direct you toward their donation page.

Unlike most nonprofit grant programs, the Google Grants program is not constrained by available funds. In other words, all nonprofits that meet Google Ad Grants requirements can receive the $10,000 per month—there is no limit to the number of nonprofits that can participate.

What are the benefits of qualifying for Google Ad Grants?

Free advertising on the world’s largest and most popular search engine can revolutionize how your nonprofit reaches supporters online. When you confirm your Google Ad Grants eligibility, you’ll benefit from:

Enhanced online visibility and reach
More interactions with your nonprofit’s website, particularly with your most important content
Complimentary analytics to measure campaign performance
The ability to market multiple digital campaigns at once
The potential to increase conversions, including online donations, event registrations, volunteer sign-ups, and advocacy participation

These five benefits add up to driving more awareness for your nonprofit, and in turn, achieving your conversion goals. All you have to do is confirm you’re eligible, apply for the program, and start creating your campaigns.

2. Why are there Google Grants requirements?

Most companies that offer corporate philanthropy programs aim to support organizations whose missions align with theirs. After all, their name is attached to however the nonprofit chooses to spend its funds. That’s why, just as with any other grant, there are several Google Grants eligibility rules you must meet before qualifying for ad credits. Even once you’re approved, you’re expected to follow a series of Ad Grant restrictions and requirements.

While you might not have to compete for funds, Google still wants to ensure that you’re promoting a legitimate cause and exercising proper security precautions online. Having Google Grants requirements in place prevents the following scenarios from occurring:

Dishonest groups might gain access to ad funding and trick unsuspecting users into revealing sensitive information, such as credit card details or home addresses.
An organization, even while pursuing an honest cause, may not have sufficient site security measures in place, so information provided by donors or volunteers can be intercepted by hackers.
An organization might send users to a website without any valuable content, resulting in a poor user experience for those looking up certain terms on Google.

Google Ad Grants requirements proactively address these potential situations before they can occur, ensuring that the program delivers value to users, nonprofit grant recipients, charitable supporters, and Google itself.

3. Which nonprofits are eligible for Google Grants?

Fortunately, Google is very straightforward in its eligibility standards. While exact Google Grants requirements vary from country to country, they generally follow the same structure. To qualify for the program, your nonprofit must:

Currently hold valid charity status in your country. In the U.S., that means being registered as a 501(c)(3) organization with the IRS.
Be registered with Google for Nonprofits. If you’re not already registered, we’ll go over this process later on.
Agree to the application’s required certifications regarding nondiscrimination and donation receipt and use.
Have a functioning website with substantial, valuable content. Read on to learn more about the program’s website quality requirements.

To help you better understand these requirements, let’s discuss some of the main criteria Google will look at when determining a nonprofit’s Google Grants eligibility:

Type of Nonprofit Organization

In the U.S., only 501(c)(3) nonprofits can receive ad funding through the Google Grants program. 501(c)(3) means that the Internal Revenue Service (IRS) recognizes the nonprofit as an official charitable organization and thus exempts it from any federal tax obligations.

The Google Grants program factors in a nonprofit’s specific industry as well. Note that these three sectors are ineligible to participate:

Government: Government-affiliated organizations and entities
Healthcare: Hospitals and other healthcare organizations
Education: Schools, academic institutions, and universities

However, these eligibility requirements are specific to Google Ad Grants. Google offers other programs, such as Google for Education, that ineligible organizations can take part in.

Website Quality

According to the official website policy for Google Ad Grants, Google also evaluates a nonprofit’s website to determine its eligibility for the program. Since ads purchased via Google Grants will direct search engine users to a nonprofit’s website, Google wants to be sure that the content is both valuable and fulfills users’ search intent.

When assessing a website, Google looks for:

Website ownership. Your nonprofit must own the domain that users are directed to when clicking on your Google Ad.
Clear and detailed descriptions of your organization, its mission, and its activities. Your website should have updated, high-quality content providing essential information to users about your nonprofit.
Unique content. Your site should feature content that is exclusive to your nonprofit and not found elsewhere on the internet.
No broken links. Broken links no longer lead to their intended destinations. Instead, they send users to a 404 error page. Be sure to frequently check your links and update them as necessary, such as implementing a redirect to a relevant piece of content.
A quick load time. There are many ways to optimize your website’s load time. For instance, keep your site running quickly by using smaller, compressed images as opposed to larger ones.
HTTPS security. An HTTPS-secured website is encrypted, offering users greater protection and privacy during their browsing.
Noncommercial activity. Commercial activity, such as product sales or consultation offers, should not be the sole purpose of your website. If any commercial content appears on your website, you must clearly describe how it supports your mission. In certain cases, you must include an annual report detailing how your organization used commercially obtained funds.
Limited advertisements. All ads on your website must be relevant to your mission and unobtrusive to site visitors.

In short, your website simply needs to be a high-quality destination for search engine users. While all of these Google Grants requirements for your website might seem rigorous, a well-maintained website will already meet many of these qualifications without requiring substantial changes.

Compliance With Program Policies

To become and remain eligible for Google Ad Grants, your nonprofit must comply with various program policies set forth by Google. This includes following the Google Ad Grants terms and conditions, standard Google Ads policies, Google’s general terms and conditions, and account management policies. Some of these policies enforce:

Not using ads, keywords, or landing page destinations that promote hatred, intolerance, discrimination, or violence.
Not abusing the ad network. In other words, you cannot run ads, content, or destinations that attempt to trick the ad review processes.
Handling collected data with care, such as full names, email addresses, mailing addresses, phone numbers, sexual orientation, and race or ethnicity.

If you’re still unsure if your nonprofit qualifies for the Google Grants program, reach out to a professional who can verify your eligibility and keep your account up to compliance standards. As we’ll explore later, Google Ad Grants experts (like our team at Getting Attention) are dedicated to learning and staying informed on Google Grants eligibility and compliance rules, allowing you to devote your time to other priorities.

Takeaway: Google has quite a few eligibility requirements your organization must meet to qualify for the Google Grants program. However, amplifying your mission is well worth the time you’ll spend checking into your Google Grants eligibility!

4. How do I start the Google Grants eligibility verification process?

Once you’ve determined your organization’s Google Grants eligibility, it’s time to start the verification process. This is where you’ll set up the relevant accounts and actually fill out the program’s application.

Luckily, the application process is the easiest part of managing your Google Grant account. So long as you’ve got everything squared away with your eligibility, you can start the process as soon as you’re ready. Here are three easy steps you’ll need to follow:

Sign up for a Google for Nonprofits account. Before you apply, your nonprofit needs to create a Google for Nonprofits account, which involves providing your tax identification number, nondiscrimination policies, and general contact and organization information. This account offers many tools your nonprofit can take advantage of, like Google Workspace and the YouTube Nonprofit Program. However, account approval could take several days, so get started as soon as possible.
Register with Percent. This allows your organization to validate your 501(c)(3) status for Google. Start this process by logging into Google for Nonprofits and filling out the required registration forms. Google will then forward your information to Percent for you.
Apply for the Google Grant. Apply for the Google Grant. Once your Google for Nonprofits application is approved, you can apply for the Google Ad Grants program. This is a multi-step process that includes:

Since Google will have to manually review your applications and confirm your accounts, it’s best to start sooner rather than later. Once you’ve been approved, you can create your Google Ads account and configure your campaigns to best suit your goals.

If this process seems a bit intensive, consider turning to professional assistance. Getting Attention specializes in helping nonprofits apply for Google Ad Grants, so reach out for a free consultation! We’ll confirm your eligibility and take you through each of the steps above.

5. Can my nonprofit lose its Google Grant eligibility status?

Yes, it is definitely possible to lose your Google Grants eligibility. If your nonprofit doesn’t comply with the Ad Grant program’s policies, Google will suspend your account. This, of course, can be easily avoided by following these best practices:

Maintain an active account. Google wants to see that you’re making good use of the grant, so log in at least once a month and update your account at least every 90 days.
Make your ads relevant to your specific audience. Create ads that target your desired audience by both topic and region. Your ads should accurately reflect your nonprofit’s mission as well as reach relevant users online.
Evaluate keywords monthly. Check your nonprofit keywords often to see what’s working and what isn’t. Then, restrategize as necessary. Additionally, it’s critical to avoid using single-word keywords, overly generic keywords, or keywords with a quality score of 1 or 2.
Maintain a 5% click-through rate (CTR). Be sure to maintain a 5% click-through rate each month. Failing to meet this standard for two consecutive months can result in account deactivation. Use Google Analytics’ conversion tracking mechanism to stay on top of your CTR and jump into action swiftly if you notice any negative trends.

When Google first established its program, there weren’t any formal requirements in place. This often led to nonprofits advertising unhelpful content on their website and targeting keywords that didn’t align with user intent, thus connecting them with unqualified prospects. Because of this, Google launched its official compliance rules in 2018 to encourage nonprofits to develop thoughtful ad strategies that drive meaningful conversions.

Luckily, Google provides a number of resources to help you meet Google Grants eligibility criteria. For example, to improve CTR, you can pause keywords that are generic or have a low CTR.

If you’ve lost your Google Grants eligibility, there’s no need to stress. Google has a clear process for requesting account reactivation, and they’ll often indicate where you fell short of the account requirements. A Google Grants consultant can direct you through the reactivation process.

6. Are there experts who can verify my Google Grants eligibility?

Oftentimes, nonprofits will look to traditional marketing agencies for their Google Grants needs. However, the Google Grants program differs quite a bit from standard Google Ads. Therefore, it’s best to look for Google-certified agencies that specialize in Google Grants.

Getting Attention is an official Google Partner, meaning our high-quality services have been demonstrated time and time again and recognized by Google. As such, we’re ready to help you every step of the way. Here are just a few of the many services we can provide your nonprofit throughout your Google Grants journey:

Google Grant Application: Our experts can efficiently and effectively complete the application for you with a high success rate for acceptance. We’ll check your Google Grants eligibility and walk through all of the essential steps so your account gets approved on the first try!
Google Grant Hygiene: While you focus on your nonprofit’s mission, we’ll take care of maintaining your campaign data, tracking conversions, and conducting tests to determine which ads inspire conversions.
Google Grant Reactivation: If your account is ever suspended, we can help get your account back up and running in no time.
Keyword Research: Our research team can do the heavy lifting to make sure you’re using the most relevant and impactful keywords for your nonprofit.
Google Grant Management: We’ll help you strategically allocate your funds and ensure you remain compliant with all program rules. We’ll also note valuable opportunities for improving your strategy based on our findings.

Our goal is to meet and beat your expectations with Google Ad Grants. If you’re interested in learning more, we’re happy to chat with you about your goals. Request a free consultation today, and we’ll get to work on shaping up your Google Ad Grants strategy.

7. Once I’m verified, how can I make the most of Google Grants?

Signing up for the Google Ad Grants program is one thing, but fully leveraging the program is another. Consider these marketing-savvy tips for making the most of your Google Grants strategy:

Optimize your ads’ landing pages. The pages that you direct traffic to via your Google Ads will drive more conversions if they align with digital marketing best practices. First, disperse the corresponding keyword and variations throughout the page’s copy to signal that the ad and the page have the same intent. Then, create compelling calls to action that encourage users to take the next step and convert. Finally, diagnose and fix any user-experience issues, such as lack of mobile-accessibility.
A/B test your ads. The best way to determine which advertising approach works best for your audience is to experiment with different strategies. Take a few distinct approaches to your ad copy and test them with your audience. Then, gauge which approach yields the best results based on your chosen key performance indicators (KPIs).
Use sitelink ad extensions. Google Ads allow your nonprofit to advertise important links with your ad besides the primary landing page. For instance, a sitelink ad extension might lead to a contact page or an about page where users can learn more about your nonprofit. Google requires each account to have at least two sitelink ad extensions.Following these tips will help you transform a good Google Grants campaign into an amazing one! Just ensure that you stay on top of your ads’ performance so you can continually improve your approach.

Following these tips will help you transform a good Google Grants campaign into an amazing one! Just ensure that you stay on top of your ads’ performance so you can continually improve your approach.

Wrapping Up

From improving your website to working with a specialized agency, we’ve covered the ins and outs of meeting the Google Grants eligibility requirements. Hopefully, you’re now able to assess your own nonprofit’s eligibility and get started on the application process. If not, our team is always here to help!

Remember, confirming your eligibility is only the beginning! There’s so much to optimize when it comes to managing a Google Ad Grants account, and the possibilities for inspiring new prospects through the program are endless.

If you’re interested in learning more about effective account management, review the following resources to take your nonprofit’s marketing to the next level and meet your mission goals through Google Ad Grants:

How to Optimize a Google Grant Account: 7 Top Tips. Once you’ve gained access to the program, configure powerful campaigns using the tips in this guide!
Google Grants Agency: How To Hire an Expert & Our 5 Choices. If you’re thinking about outsourcing the work for confirming your Google Grants eligibility and managing your account to a professional, be sure to check out this guide from Re:Charity first.
Why Are Google Ad Grants Confusing? And How to Simplify Them. There’s certainly a lot you need to know to leverage Google Ad Grants effectively. If you’re looking to understand more about the program, this guide offers some helpful advice.

Learn more about the benefits of digital marketing for your nonprofit

5 Ways Digital Marketing Can Help Your Nonprofit Thrive

March 13, 2023/in Nonprofit Communications, Nonprofit Marketing /by Getting Attention

Your nonprofit champions a noble cause that needs attention from the public to get donations.

The best way to get more eyes on your organization is to craft a brand identity and leverage digital channels to market yourself.

That being said, the days of needing to buy a billboard or a full-page newspaper ad to get noticed are over. Digital marketing is the new standard for raising brand awareness, and your nonprofit should leverage the many digital channels at your disposal. All you need to get started is your computer and a nonprofit marketing plan. Let’s explore what digital marketing can do for your nonprofit and which channels are available for nonprofits to use.

The advantages of digital marketing for nonprofits

Before we discuss different digital marketing channels, let’s review what digital marketing can do for your nonprofit. With digital outreach strategies, your organization can:

1. Raise awareness for your mission

The first step in convincing prospective donors that your cause is worth their support is educating them about your mission. With digital marketing, your nonprofit can spread critical information about your initiatives so that your community understands your nonprofit’s purpose. Your digital marketing materials should:

Stress the urgency of your cause
Feature beneficiaries and their stories
Explain what your nonprofit is doing to help

The Internet is the world’s foremost information hub, so it should be your go-to channel to educate people. It can take time for your online content to get substantial viewership, but with access to the nearly 5 billion people logged on every day, you’re bound to reach readers curious about your cause.

2. Engage potential supporters

Once you’ve educated community members about your mission, your job is to convince potential supporters to get involved with your initiatives. Digital marketing allows you to share donation appeals far past your local community and supporter base. For instance, you could acquire a new donor in a different state simply by posting a donation appeal on your social media feed.

Another advantage digital marketing has over traditional tactics, such as print ads or telemarketing, is that it’s easy to integrate content across different channels and streamline the donor journey. Instead of sending a flurry of direct-mail flyers and mail-in gift envelopes, simply link to your website’s donation page in your social media bio. This solution is more user-friendly and convenient for both you and your potential donors, no matter which channel they encounter you on first.

3. Reach beneficiaries

Besides using digital marketing to collect donations, your nonprofit can also advance its mission by connecting with new beneficiaries. By sharing about your organization’s programs and their tangible impact online, people in need of your services can find your nonprofit more easily. Additionally, digital channels help interested parties bypass engagement barriers, such as physical distance or schedule conflicts, by linking directly to your virtual contact information.

4. Connect with other nonprofits and businesses

Your organization thrives off of connections within your community, and that includes like-minded businesses and nonprofits. Many socially responsible businesses partner with nonprofits to make a difference, and digital marketing materials can get you in contact with each other. Likewise, if there’s a nonprofit in your area that has similar goals and target audiences, you could throw a joint fundraiser to engage each others’ supporter bases.

5. Assert thought leadership

People want to support a reputable nonprofit, so establishing your credibility and knowledge is crucial. Informing people about your achievements, sharing the stories of happy beneficiaries and donors, and associating with other nonprofit thought leaders will convince your audience that you know what you’re talking about! Displaying this information is easier online, where you can post links to collaborations, interviews, and milestones.

Types of digital marketing for nonprofits

Now that you understand the main benefits of digital marketing, it’s time to create a marketing plan. To strategize efficiently, it helps to leverage a combination of the digital marketing tools at your disposal, which may include:

Your website: As the online hub for your nonprofit, a well-designed website should house all of the facts that turn casual web surfers into donors. For instance, a potential donor can browse through your site to assess your credibility, understand your mission, and ultimately make a donation, all from looking at your website’s content.
Social media: Sites like Facebook, Instagram, and Twitter were designed to help you connect with like-minded people. Even if you don’t go viral, you can still leverage these sites to access your supporters’ networks, post educational content like infographics, and advertise your fundraisers.
Google Ad Grants: You can imagine that the most popular website in the world is one of the best places to advertise your nonprofit. And, with Google Ad Grants, you can claim $10,000 of search engine advertising space for free every month. Microsoft offers a similar program for its network of search engines.
Email: Even if you’re a beginner to digital marketing, you’ve likely had experience with email already. It’s one of the best ways to instantly deliver newsletters and fundraising appeals to your supporters.
Search engine optimized (SEO) content: Your nonprofit can leverage the search engine results page’s visibility, even without a Google Ad Grant. By using tactics to boost your website’s SEO value, your site can climb the ranks on the search engine results page and get more attention.

The key to running a successful digital marketing campaign through any of these channels is to make data-driven decisions. In fact, NPOInfo lists marketing data as some of the most important metrics a nonprofit should monitor. Before you launch your digital marketing content, ensure your nonprofit CMS and CRM platforms are equipped with reporting tools that can gauge the success of your outreach efforts. Then, use your findings to address your campaign’s weaknesses and make necessary improvements.

Wrapping Up

Hopefully, you’re excited about the potential benefits that go along with digital marketing. If you need guidance on your strategy, consider working with a nonprofit digital marketing agency. According to Fifty & Fifty, these agencies offer services such as graphic design, online ad campaign management, social media content creation, and more. Whether you hire outside help or venture into digital marketing on your own, create materials with your mission in mind, and you’ll go far!

Check out these 13 matching gift operational stats from Top Nonprofits.

13 Matching Gift Operational Stats: Top Nonprofits’ Insights

March 10, 2023/in Nonprofit Communications, Nonprofit Fundraising, Nonprofit Marketing, Nonprofit Tools /by Getting Attention

There are millions of established nonprofit organizations, and the matching gift tactics they employ range from fully built-out strategies to lacking entirely. A recent research report by the Top Nonprofits team shares insights from the leading peer-to-peer focused fundraising groups⁠—specifically focusing on the P2P Top 30.

Here at Getting Attention, we found these findings to be particularly helpful in shedding light on the comprehensive matching gift strategies from some of the most successful organizations overall. That said, we decided to pull a few key matching gift operational stats produced by the study that we’d like to share with you.

Let’s dive in!

General Matching Gift Stats

Before we get started with the Top Nonprofits report, let’s review some general matching gift stats:

It’s estimated that $4-$7 billion in matching gift funds goes unclaimed per year. This alarming number is likely due to the fact that many donors and organizations alike don’t know enough about matching gifts and how to determine matching gift eligibility. Therefore, nonprofits miss out on tons of potential funding.
65% of Fortune 500 companies offer matching gift programs. More and more employers are starting to realize the extensive benefits that matching gifts provide for all parties involved. Companies and donors get to feel good about the impact they’re making. Meanwhile, nonprofits get more donation revenue that they can put toward serving their mission.
Over 26 million individuals work for companies with matching gift programs. So many current and potential donors are eligible to have their donations matched. However, matching gift opportunities are not always advertised to donors, leaving nonprofits with a fraction of the donations they could raise.
An estimated $2-$3 billion is donated through matching gift programs annually. This money can be a game-changer for nonprofits who are strapped for cash or are looking to expand their services. More donation revenue means nonprofits can help more beneficiaries.
84% of donors say they’re more likely to donate if a match is offered. Not only are matching gifts a way to increase donation revenue, but they are also effective at getting people to donate in the first place.
1 in 3 donors indicate they’d give a larger gift if matching is applied to their donation. Think about the exponential potential for giving that this stat points to. If matching gift-eligible donors contribute more to your organization, then so do their employers. That’s why promoting matching gift opportunities is crucial to increasing donation revenue.

These statistics illustrate how underutilized matching gifts are but also just how vital they can be to nonprofits’ success. Promoting matching gifts to your supporters can help double or even triple the donation revenue your cause receives.

Matching Gift Operational Stats from Top Nonprofits

Now that you understand some of the basic statistics regarding matching gifts, let’s dive into the matching gift operational stats compiled by Top Nonprofits.

1. 100% of the P2P Top 30 organizations employ some sort of matching gift promotion.

The first statistic that we want to note is that of the 30 organizations whose practices were analyzed in the matching gift study, every one of them had some sort of matching gift strategy built into their overall fundraising efforts.

Again, the extent to which matching gifts were incorporated certainly varied from one nonprofit to the next, but all 30 fundraisers mentioned matching gifts in at least one component of their efforts.

2. There is a positive correlation between matching gift strategies and overall fundraising revenue.

This graph from the study lays out the data, showing that nonprofits’ matching gift scores and their overall revenue tended to increase alongside one another.

All in all, it can be inferred that organizations with well-thought-out matching gift promotions are more likely to see elevated nonprofit funding. Additionally, those organizations with high levels of fundraising success are more likely to invest in a comprehensive matching gift strategy.

3. The mean matching gift strategy score for the P2P Top 30 falls at 7/14.

For their recent study, the Top Nonprofits team designed a dedicated scorecard to analyze various elements of participating organizations’ matching gift strategies.

Each statement accurately reflecting the organization’s matching gift strategy earns the nonprofit an additional point. The study references the following criteria:

Hosts a dedicated matching gift page on its website.
Mentions matching gifts within the donation form.
Uses an auto-completing company search field.
Includes matching gift information within the confirmation screen.
Has an embedded company information widget on the confirmation screen.
Populates company information widget with employer program details automatically.
Shares direct links to program guidelines + next steps on the confirmation screen.
Sends matching gift emails post-transaction.
Mentions matching gift opportunities in the confirmation email.
Leverages separate, dedicated matching gift email(s).
Triggers matching gift emails using the organization’s own domain and branding.
Links to program guidelines + next steps in follow-up emails.
Sends matching gift emails within 24 hours of the initial donation being made.
Uses matching gift software.

Overall, the average matching gift score for the fundraisers included in the project was calculated to be 7/14⁠. This translates to a ‘B’ on the overall grading scale.

Broken down by software provider, the study also notes that the mean score for organizations utilizing Double the Donation software falls at 8.1/14. Meanwhile, Affinaquest’s HEPdata users earned an average of 4.6 points, and organizations using no software (or a still-unknown provider) averaged 3.3/14.

4. Only 6.7% of organizations analyzed with the Top Nonprofits scale earned a perfect score.

(And they all used the same software provider: Double the Donation)

Of the nonprofits analyzed in the study (30 total), only 6.7% (or two organizations) earned a perfect score, having met all fourteen designated criteria on the grading scale.

This means that the vast majority of fundraisers have significant opportunities for improving their matching gift efforts⁠—and can easily do so by pursuing the elements missing in their current strategies.

We did note, however, that both organizations earning full marks employed the same matching gift software⁠—Double the Donation’s 360MatchPro.

5. There are 4 primary locations wherein top nonprofits typically promote matching gifts.

Though there were fourteen criteria laid out in the matching gift study, most matching gift promotional efforts can boil down to four overarching opportunities.

This includes an organization’s dedicated matching gift web page, donation forms, confirmation/thank-you screens, and follow-up email communications.

6. 93.3% of top nonprofits have a matching gift page on their website.

Nearly all nonprofits analyzed in the matching gift study currently provide a dedicated matching gift web page on their website. Even those scoring on the lower end of the scale had online matching gift hubs available on their sites.

In fact, this essential asset is one of the key foundations of a healthy overall matching gift strategy. It provides ample information for donors to learn about the opportunity and how they can get involved. Plus, most organizations link to the resource on their confirmation screen, in follow-up emails, and more.

Many of the P2P-based organizations analyzed also host separate event sites for their most prominent fundraising events. Of these groups, some chose to host their matching gift pages on the event-specific website, while others chose to present theirs on the parent organization site, and others still opted for separate match pages on each.

7. 53.3% mention matching gifts within their donation forms.

Mentioning matching gifts within an organization’s donation forms is an excellent opportunity to collect donor employment data. When the form provides context into the why behind employment data inquiries (i.e., to uncover matching gift opportunities), donors are typically happy to oblige.

And according to the matching gift promotions analysis, more than half of the organizations in the study integrated this tip into their practices.

Like just about every other aspect of nonprofit matching gift marketing, the ways in which they did so differed. This ranged from short and sweet labels marking the optional data fields for employer matching information to summaries of matching gifts and the benefits that come with program participation.

8. 83.3% highlight matching gifts on their confirmation screens.

Following the donation form itself is typically a gift confirmation screen. And according to the study, the majority of leading nonprofits use this chance to promote matching gifts. However, the extent of the confirmation page promotional efforts varies widely.

For example, some organizations offered single-sentence mentions that encouraged donors to pursue the opportunity on their own. The fundraiser may prompt individual donors to contact their company’s HR department to find out if their employer participates.

However, other nonprofits took a more advanced approach. These teams provided company-specific program guidelines and eligibility criteria and even direct links to online submission forms. This allows the donor to kick off the matching gift process from the initial thank-you screen with just one click!

While the former is better than lacking matching gift mentions altogether, the latter technique really works to simplify matching gifts for donors and ultimately aims to drive more matches to completion.

9. 16.7% do not include matching gifts on their donation forms or their confirmation screens.

Not including this information ultimately means that the fundraisers do not have an easy way to collect employment information during the giving process, nor do they offer instant next steps after an individual submits their gift.

This could cause an organization to miss out on available matching gifts. Because remember: more than 26 million individuals work for companies that offer matching gift initiatives. Yet 78% of the match-eligible segment has no idea that they qualify for such a program.

For nonprofits that fall into this group, incorporating matching gifts within the giving experience⁠—either directly within, immediately afterward or, in the best of both worlds, both locations⁠—is a quick and impactful way to ramp up matching gift marketing.

10. 86.6% enlist follow-up emails to remind donors about matching gift opportunities.

Once the donation process itself is complete, most organizations took the time (or, more likely, triggered automation) to follow up with donors regarding matching gifts. These typically fell into one of two categories:

Mentions of matching gifts within a more general confirmation or acknowledgment email
Dedicated, separate email focused on matching gift opportunities and how to get involved.

According to the study, however, not all follow-ups necessarily hold the same value. In fact, the report outlines tips and tricks for creating optimized matching gift messages, which include using the organization’s own email domain and branding, personalizing the contents with employer-specific information, and more. And the most strategic nonprofits utilize emails that provide direct links to the recipients’ online submission portals, empowering donors to launch the matching gift process right from the email.

11. 10% highlight matching gifts in confirmation emails and separate follow-up messages.

Though 86.6% of organizations follow up with donors about matching gift opportunities post-transaction (using some combination of confirmation emails that highlight matching gifts and separate matching gift messaging), only 10% of participating nonprofits incorporated matching gifts in both types of email communications.

Why does this matter? Well, the more opportunities a donor has to be informed and reminded about matching gifts, the higher the chances are that they complete their end of the matching process. Another common roadblock among fundraisers that enlist only confirmation emails to mention matching gifts is that donors are more likely to skim and discard the message without the reader even getting to the part about matching gifts. That’s a missed opportunity for donors and nonprofits alike!

12. Of those that send matching gift emails post-transaction, 52% do so within 24 hours of donors first contributing.

Another finding we saw in the study is that when it comes to following up on match-eligible donations, timeliness matters. In fact, one of the key criteria included in the matching gift scorecard asks whether the organization sends matching gift emails in the first 24 hours after the initial donor contributes.

And of the organizations that have enlisted matching gift emails, more than half do, in fact, meet this standard. The report even highlights that many organizations’ triggered their first matching emails within minutes of the donor clicking “submit” on their gift!

Not to mention, a separate compilation of matching gift operational stats from Double the Donation indicates that match reminder emails sent within 24 hours of an initial donation result in a 53% open rate. That’s more than 2-3 times higher than the average nonprofit email open rate⁠—inferring that donors are more likely to engage with the content when sent in a timely manner.

13. 73.3% of the Top 30 organizations use Double the Donation’s tools.

Organizations analyzed within the Top Nonprofits study of the P2P Top 30 can be divided into four categories based on software usage.

At the time of the report, 73.3% employ Double the Donation’s matching gift automation solution, 360MatchPro. Meanwhile, 16.7% use HEPdata tools, and 3.3% use Amply software. The remaining 6.7% of organizations did not seem to use any dedicated matching gift tools.

The following chart from the report helps visualize the findings:

So what does this finding imply? More top-earning nonprofit fundraisers are trusting Double the Donation to empower their matching gift efforts than any other provider.

Not to mention, Double the Donation users scored more highly on the matching gift score chart overall compared to users of alternative software solutions.

Download the full matching gift report here.

Wrapping Up

By analyzing the matching gift operational stats of top nonprofits, we can gain insights into best practices to follow and make a note of emerging trends in matching gift fundraising. From there, organizations like yours can learn from others’ successes and identify growth opportunities—then pursue those areas more effectively.

Interested in learning more about top matching gift strategies and best practices? Check out these additional resources to dive deeper:

The Matching Gift Research Report [From Top Nonprofits]. Check out the full study here! We referenced some of our favorite matching gift operational stats in this guide. However, the complete research report shares in-depth analysis of thirty leading nonprofit fundraisers that you won’t want to miss.
14 Important Matching Gifts Questions You Need to Ask. Got questions? We have answers⁠. Explore the basics of corporate matching gifts and how to leverage the opportunity for your team in this guide. The more you know, the better you can optimize your nonprofit’s efforts to drive results.
19 Matching Gift Companies with Impactful Programs. Get familiar with some of the most prominent matching gift programs and see if your donors work for these companies. View guidelines and initiatives for employers like General Electric, Coca-Cola, Home Depot, and more.

Follow along as we break down digital marketing for nonprofits and teach you all there is to know.

Digital Marketing for Nonprofits Made Easy: A Helpful Guide

March 8, 2023/in Nonprofit Communications, Nonprofit Marketing /by Getting Attention

Pretty much everything takes place on the internet these days: shopping, socializing, and even (you guessed it!) supporting charities. That’s why digital marketing for nonprofits is non-negotiable nowadays.

At Getting Attention, we work with nonprofits to amplify their missions through the Google Ad Grant, which is a form of nonprofit marketing. We have a pretty solid grasp of what effective digital marketing for nonprofits can do for causes like yours, which is why we’re here to help!

To help you establish your digital presence, we’ll walk through everything you need to know. Whether you’re a seasoned marketer or brand new to the game, there’s something for everyone. Here’s what we’ll cover:

What Is Digital Marketing for Nonprofits?
Why Is Digital Marketing Important for Nonprofits?
Common Types of Digital Marketing for Nonprofits
Crafting A Nonprofit Digital Marketing Strategy

Taking a smart approach to nonprofit digital marketing will empower you to expand your online presence and drive more support for your cause. Let’s start things off with the essentials.

What is digital marketing for nonprofits?

Nonprofit digital marketing refers to all the online outreach strategies organizations use to promote their causes to current and prospective supporters. It involves any processes and tools used to attract donors, engage volunteers, and drive mission awareness online.

Common digital marketing channels nonprofits use include websites, social media, texting, and email. Nonprofits typically employ multiple outlets to promote their causes to as many individuals as possible, which is a strategy known as multichannel marketing.

To properly allocate their budgets to the most effective channels, a nonprofit’s marketing team will typically create a document known as a marketing plan. Within this document, they’ll outline the organization’s goals, branding standards, key performance indicators, core messaging, and tone.

Download Template Here

Why is digital marketing important for nonprofits?

As nonprofit marketers, we all know that establishing an online presence is vital to our success, but why exactly is that so important? How does promoting your cause online help push your mission forward?

Let’s explore the common benefits you can expect from a strong digital marketing strategy for your nonprofit.

Increase brand awareness.

Your current and prospective donors are already online every day, scrolling through social media, reading emails, and browsing Google. Establishing your online presence allows you to connect with these individuals and meet them where they are.

Nonprofit digital marketing is one of the easiest ways to fit into supporters’ everyday lives. Imagine this: someone’s scrolling through Facebook. Among the posts from family and friends, they see where one of their friends shared your nonprofit’s post about a new project you launched. They’re curious, click a link in the post, and explore your organization’s website to learn more. After reading about the program, they feel inspired to help make your project a success, and they sign up to volunteer.

That’s the power of nonprofit digital marketing! Plus, beyond spreading awareness of your nonprofit’s work, you can raise awareness of specific causes that deserve more attention from the public. Online awareness campaigns inform your audience of key issues you’re trying to solve and invite them to join in the fight by taking action. You can expand your audience almost effortlessly, especially thanks to the power of social sharing.

Break down geographical barriers.

One major benefit of digital marketing for nonprofits is that it allows you to connect with supporters across the globe.

People are more accessible than ever before! You can easily post on social media, and it’ll instantly populate on supporters’ feeds. No need to wait for direct mail to reach them.

In comparison, traditional marketing is restricted by geography, and it’s costly and labor-intensive to launch a global marketing campaign. Digital platforms empower you to avoid those restrictions altogether!

Raise fundraising revenue.

Online donations are the most popular donation type. In fact, 63% of donors prefer to contribute to their favorite causes online. When you proactively promote your work online, you can raise even more to support your mission.

For starters, your website allows you to accept online donations in the first place. You can drive users here across all of your digital outreach.

Then, channels like email allow you to promote your website’s fundraising opportunities to engage existing donors. By using segmentation, you can deliver opportunities that specific groups are likely to be interested in based on their past giving history.

Social media allows you to cast a wide net and connect with new donor prospects. This is especially true when current donors share your posts and encourage their like-minded friends to donate!

And with platforms like Google Ads, you can tap into the billions using Google every day and choose keywords that target donors who are ready to give.

Recruit more volunteers.

Volunteers are some of your most loyal supporters. They’re the ones working on the ground to make your mission possible, and online marketing for nonprofits can play a vital role in boosting volunteer recruitment. Promote volunteer opportunities in your email newsletters, on social media, and via text.

Not to mention, the digital space opens up more volunteer opportunities than ever before. You can get creative and even have them do something as simple as partake in a peer-to-peer fundraiser.

Promote your services.

Connecting with beneficiaries is an important part of your success. Effective digital marketing for nonprofits allows you to connect with your beneficiaries and make sure they’re aware of your services. It also allows you to explain the work you’re doing to supporters.

Start by creating a page on your website that explains your services. Then, you can use different channels to promote this page and get your services in front of the right audiences.

For example, let’s say you want to boost adoptions for your animal shelter or promote your vaccination services. Google Ads are a great opportunity for amplifying this. You can choose relevant keywords like “adopt a cat” or “animal vaccination services.” Then, use geotargeting to promote your services to users in your area.

Make the most of your marketing budget.

If your organization is like most, you’re likely operating on a limited budget. It’s no secret that nonprofits are usually challenged to do more with less. The great part of leaning into digital marketing is that it has fairly low overhead costs, especially when you tap into grants for nonprofits like the Google Ad Grant.

Not to mention, some nonprofit digital marketing outlets have an incredible return on investment (ROI).

Our guide to Google Ad Grant impact shows that nonprofits see an average ROI of $4.78 for every dollar they spend on paid search ads. View-through revenue (AKA revenue from donors who saw but didn’t click on an ad) accounts for 35% of all giving sourced from digital ads.

With incredible numbers like that, it’s not hard to see why so many nonprofits invest in digital marketing!

Click to learn even more about how Google Ad Grants can boost your digital marketing efforts.

Common Types of Digital Marketing for Nonprofits

Now that you understand why digital outreach is vital to any modern organization’s success, you’re ready to dive into common channels.

We recommend taking a multichannel approach to nonprofit digital marketing, meaning that you should choose multiple outlets to promote your cause. While it’s tempting to choose all available outlets, it’s best to experiment and figure out what works best. That way, you won’t spread your efforts too thin.

Crafting meaningful outreach for each platform’s audience will allow you to grow your online presence more effectively. As you read about the different channels you can use, think carefully about which outlets will help you achieve your mission’s goals!

Search Ads

Of all the digital marketing methods, search advertising is certainly one of the most effective ones! Using Google Ads, you can amplify your website’s content for mission-centric keywords.

With this form of paid advertising, you choose the keywords you want to rank for and develop ads that promote specific content on your website. Then, Google will place your ads in strategic locations on the search results pages for the terms you bid on. Note that Google rotates through ads from different organizations, especially for competitive terms.

You have complete control over your ads, including everything from your ad copy to what landing pages you’ll promote. With a thoughtful Google Ads management strategy, you can:

Target people who are actively searching for your cause. Target keywords directly related to your mission, like “donate to ocean conservation” or “save the ocean.” That way, anyone who’s searching for your mission online will come across your website.
Share any content that will push your mission forward. You can educate people about your cause, share your volunteer registration form, boost donation opportunities, or amplify anything that’s important to your cause.
Connect with prospects in your service area. Use geotargeting to ensure your ads only appear for users in certain locations. That way, your content is only served to users who will find it useful.

Best of all, you can leverage this nonprofit digital marketing method for free with the Google Ad Grant. When you apply for Google Grants and are approved, you’ll receive $10,000 in free funding every month to spend on paid ads. Most types of nonprofits, such as churches, for example, can apply for the Google Ad Grant. However, there are some nonprofits that are not eligible, such as schools and hospitals.

Although, there’s a considerable learning curve that comes with the program. An agency (like Getting Attention) can step in to help out. Our experts will work with you to understand your nonprofit’s digital marketing goals. Then, we’ll craft a strategy that launches your nonprofit toward those objectives. From applying to the program to crafting your ads, we’ve got you covered!

Online Greeting Cards

If you’re looking for a creative way to market your cause, online greeting cards might be just what you need. They provide an engaging way to spread the message about your mission and all the good work you’re doing. Plus, they get supporters in on the action.

You have a couple of options for leveraging digital cards as an online marketing tool. For one, you can offer them for free and encourage supporters to send as many as they want to their loved ones. Alternatively, you can sell them to supporters, which can incentivize them to give. Both are great options to inspire supporters to start a conversation about your cause.

Either way, you’ll need to brand them to your cause. Here are a few easy ways to do that:

Add your logo to the design. No matter what the occasion is, add the logo to the corner of each greeting card to connect it to your organization.
Use images related to your mission. For example, an animal shelter might create Valentine’s Day cards that feature pets up for adoption. If you work for a homeless prevention organization, you might design holiday fundraising cards that explain the card’s proceeds will provide housing during the cold holiday season.
Customize the message that will be sent with each eCard. Each card will have a message attached to it, providing the perfect chance to explain your mission and call readers to action. Encourage recipients to visit your site, donate, or take some other action.

With fun and eye-catching designs, eCards are more likely to be shared and talked about than traditional marketing materials. Plus, you can offer designs for every occasion. To spark some inspiration, you can offer birthday, holiday, thank-you, and tribute eCards.

Donors can share their favorite designs and express their passion for your cause to their loved ones. If your eCard fundraising platform enables multiple sending options, your supporters can send the cards via email, social media, or text, making it the perfect addition to your nonprofit’s digital marketing strategy.

Email Marketing for Nonprofits

When you first think about digital marketing for nonprofits, your mind might immediately go to email. Email is the bread and butter of most nonprofits’ online marketing strategies, because you can send customized outreach and send outreach directly to supporters’ inboxes.

Just like search ads, email accounts for an incredible amount of online revenue, clocking in at 15% of all nonprofit revenue.

As you add email to your nonprofit’s digital marketing repertoire, keep these tips in mind:

Create a compelling subject line. When someone’s scrolling through their inbox, your subject line will be what either reels them in or prompts them to delete the email without even opening it. Take time to craft a subject line that piques recipients’ interest and explains the content of your email.
Think through your design. Whenever someone opens your email, make sure it’s clearly associated with your cause and is organized effectively. Start by branding each email to your organization with elements like your logo, official fonts, and brand colors. Then, organize the email’s content using visual hierarchy techniques to draw readers’ eyes to important content.
Feature compelling content. Kwala’s guide to email newsletters explains that “the beauty of a nonprofit newsletter is that you can customize it to fit your organization.” Test out different types of content, like beneficiary stories, announcements about upcoming events, relevant news articles, and milestone updates.

However you approach your strategy, email is a must when it comes to digital marketing for nonprofits. These suggestions are only just a glimpse into email best practices.

Nonprofit Website Marketing

Digital marketing for nonprofits revolves around one core asset: your website.

A well-designed website will be a primary resource for anyone engaging with your cause online. It’s where supporters will get directly involved in your work by donating, signing up to volunteer, registering for an event, and reading educational materials about your cause.

With all that rides on an effective website, you’ll want to take plenty of time optimizing it to provide a valuable user experience. Whether you’re designing yours from scratch or overhauling your existing design, keep these tips in mind to craft a persuasive site:

Secure your website with HTTPS. Securing your site is a must for any website that collects private information. It’s also one of the Google Ad Grant website requirements. You want your donors and other supporters to trust you with their sensitive information, like payment details. Acquiring an HTTPS certificate will allow your site to encrypt any data transferred on your site. Explore our linked website requirements guide above to learn the exact steps for acquiring an HTTPS certificate.
Optimize your design for mobile users. Use a mobile-responsive content management system (CMS) for nonprofits. That way, your content will automatically resize for mobile users. You’ll also want to quicken your site speed by compressing images and removing extraneous HTML. A slow site speed is annoying for any user, especially those on mobile devices.
Design for accessibility. You want every prospect to be able to interact with your website, so make sure your site adheres to the latest Web Content Accessibility Guidelines (WCAG). You’ll need to take steps like adding alternative text to all your images and ensuring your site’s colors have a sufficient contrast ratio.

Once you’ve perfected your design, you can start to drive more traffic to your website by promoting it via search ads, email, social media, and any other nonprofit digital marketing outlet.

Social Media Marketing for Nonprofits

Social media is prominent for so many reasons. For one, it unlocks two-way communication, allowing you to interact directly with supporters in ways you can’t with other outlets. For example, you can like supporters’ posts about your cause and respond to comments on your page.

It’s also an incredible way to leverage social sharing and visual storytelling, thanks to its multimedia features. For example, a visual-centric social media platform is a great place to share a flyer with information about an upcoming fundraiser because it will capture the attention of social media users as they scroll. You can even tap into nonprofit digital marketing strategies like influencer marketing (which isn’t solely for for-profit businesses or social-media-obsessed teenagers).

A Breakdown of Different Social Media Channels

Facebook pioneered the way for nonprofits, acting as the first real social media outlet organizations could leverage. Now, nonprofits are using Instagram, Twitter, and TikTok to connect with their audiences. Any of those can be a valuable addition to your nonprofit’s digital marketing strategy.

As you get started, keep these pros and cons in mind for each platform:

Facebook has more than 2.96 billion monthly active users, making it the most popular platform. It’s great for long-form content, storytelling, and impactful multimedia like videos and photos. Content on this platform tends to be longer-lasting than other platforms, and Facebook offers some unique digital fundraising features, like Birthday Fundraisers. However, organic reach has dropped substantially compared to what it used to be.
Instagram has more than 1.3 billion monthly active users. Much like Facebook, it offers fundraising features like donate stickers for Stories and “support” buttons on profiles. You can post interactive Stories and lean into visual storytelling. Be aware that there are a lot of features users can leverage like Stories, Reels, and paid ads, which can be overwhelming if you’re not particularly tech-savvy.
Twitter is great for short-form content and shareability thanks to its retweet functionality. Plus, hashtags and trends make it easy for users to find trending topics. The downside is that tweets age out quickly. Thousands of tweets are published each minute, flooding people’s timelines with content.
TikTok is perfect for reaching younger audiences and inciting large-scale movements. It’s great for visual storytelling, trends, and shareability. However, this platform often requires a unique approach for nonprofits that want to incite change and maintain a professional image.

Choosing the right social media platforms will help launch your nonprofit’s digital marketing strategy forward. For the best results, consider the types of messages you share across each, and adapt your outreach to fit each platform’s audience.

Video Marketing for Nonprofits

As humans, we’re naturally drawn to captivating visuals. In fact, we process images much quicker than text. Not to mention, 91% of individuals prefer visual content to written content.

From TikTok’s meteoric launch in popularity to video publication tools on traditional social media, video storytelling has quickly become commonplace in digital marketing for nonprofits. As you test out this strategy, keep these tips in mind:

Share inspiring stories. Video allows you to put a face to your cause. By sharing testimonials from beneficiaries or volunteers, you can give supporters a peek into how your organization impacts lives.
Make the most of the first few seconds. Your videos need to capture viewers’ attention right off the bat. Billions of videos are published every day, so there’s a lot of competition for your supporters’ time. Create some sort of hook, question, or teaser to reel people in from the start.
Have a clear call-to-action (CTA). As with any nonprofit digital marketing strategy, you’ll need to provide clear next steps for supporters. Remember, your videos might be entertaining pieces of content that showcase your cause, but they must ultimately serve a bigger purpose. Display your CTA toward the end of the video, prompting your audience to donate, volunteer, or support your cause somehow.

The best part is that video marketing doesn’t have to break the bank. It can be as simple as picking up your smartphone and recording. Then, you can use video tools like Promo, Biteable, or Canva to craft beautiful videos for your nonprofit digital marketing.

Content Marketing for Nonprofits

Content creation and blogging are valuable nonprofit digital marketing assets for any organization. Well-written content empowers you to educate your audience about your mission, leverage SEO to bring in new leads, and tap into free PR when people share your content online.

Creating digital content for your cause can help you drive more value through your marketing. Here are some tips to get started:

Source ideas from volunteers, donors, and staff members. These individuals are closest to your cause and might have great ideas for what your audience would be interested in reading.
Vary your content types. For instance, your team might create detailed blog posts, informative ebooks, eye-catching infographics, or case studies showcasing success stories.
Consider your content’s design. How you present the content is almost as important as the content itself! Be conservative with fonts and colors to make content readable. You’ll also want to make your work scannable when possible by using headings, bulleted lists, and visual hierarchy techniques.

Informative and inspiring content can be a smart addition to your outreach. However, content creation can be time-consuming. Think carefully about how it plays into your nonprofit’s digital marketing strategy, so you don’t overexert your team!

Crafting A Nonprofit Digital Marketing Strategy

Take the time to craft your nonprofit digital marketing strategy carefully. From defining your exact goals to choosing the platforms you’ll use, there’s a lot you’ll need to do.

Remember, digital marketing for nonprofits is all about learning to do more with less. Being smart with your approach will allow you to connect with your audience on a deeper level.

Let’s walk through a few tips and tricks to keep in mind as you get started.

1. Set your digital marketing goals.

As with any endeavor, your nonprofit needs clear goals before investing time and money into its digital marketing strategy. What do you want to accomplish, and what will success look like after you’ve implemented your strategy?

Instead of choosing an arbitrary goal, choose one with concrete metrics attached. A good rule of thumb is to avoid non-definite adjectives like “more.” Consider these examples:

Goal #1: Increase social media engagement to acquire more volunteers.

Goal #2: Grow your nonprofit’s Instagram following by 500 people, and use that following to acquire 75 new volunteers by the end of the year.

Notice how there are clear metrics attached to the second goal, making it much clearer what success will look like.

To create goals that push your mission forward, we recommend using the SMART method, which stands for:

Specific: Be specific about the channels and methods you’ll use. While the first goal is arbitrary, the second goal is more specific in that it explicitly says your team will grow its Instagram following and use that following to source new volunteers.
Measurable: Ensure there are clear metrics attached to your goal for measuring success. In our example, metrics for success would include 300 new Instagram followers and 75 new volunteers.
Attainable: Don’t be too ambitious with your goal. Otherwise, you risk demotivating your team if they don’t reach it. Look at past performance as a starting point for your goal, and go from there!
Relevant: How will your goal support your mission and create additional value for your work? In the examples above, you’ll grow your volunteer list, increasing the power behind your programs.
Time-Based: Set an end date for your goal, whether that’s by the end of the year or by the end of a specific campaign. This will create a sense of urgency for your team.

By following this framework, you’ll create effective goals that lay a solid foundation for your nonprofit’s digital marketing strategy. Then, you’ll have a much clearer picture of the types of messages you’ll need to use to achieve these goals.

2. Craft the messages you want to share.

What key information do you want your audiences to know, remember, and share about your organization? Defining your key messages before pushing campaigns live is important for a few reasons:

Key messages keep your entire organization aligned. No matter who’s creating marketing collateral, they’ll be on the same page about what they need to say and how to say it.
Key messages help target different audiences. Your nonprofit interacts with different groups of people. You likely communicate with donors, volunteers, beneficiaries, and your general community. You can craft key messages for each audience to make sure you’re targeting the right audiences effectively.

When it comes to digital marketing for nonprofits, everyone on your team needs to know how to convey your organization consistently. Crafting key messages is how you’ll accomplish that.

An Example of A Key Message

So that you can see how this step looks in action, let’s walk through a quick example. Let’s say you’re leading the charge on digital marketing for a youth homeless shelter.

Key message: We protect the welfare of youth in our community through housing, hot meals, warm showers, mentoring, mental healthcare, and college admissions support.

For volunteers: You can work on the ground floor to hand out hot meals and collect resources from the community.
For donors: You can help us protect the welfare of our community’s youth by donating to housing, hot meals, water costs, mental health services, or college admissions support.
For youth mentors: You can provide mentoring to at-risk youth, giving them a familiar face as they overcome life’s obstacles.

Each of these key messages has the same purpose and underlying tone. They’re simply tailored to motivate each group.

3. Choose the right nonprofit digital marketing outlets.

With your key messages and marketing ideas ready to go, it’s time to choose the outlets that will best support your mission.

Remember, a multichannel approach is the smartest way to maximize your reach. Choose the outlets that make the most sense for your message and goals. Here are some tips to keep in mind as you do that:

Think through the audience for each platform. For example, TikTok is great for inspiring younger audiences, while email will help you capture the attention of slightly older audience members.
Tailor your message to each platform. It’s not enough to toss up the same message on every platform and call it a day either. This general approach won’t get you very far. Maybe you’ll use Facebook to share video content, a blog post to share a testimonial, email to send regular updates, and text messages to solicit donations.

Overall, think through which nonprofit digital marketing platforms you’ll use to reach the primary audience for your key messages. If you’re investing in paid advertising, give your team plenty of time to get set up. Then, strategize how you’ll adjust your key messages to suit each channel, whether paid or organic.

4. Start promoting your cause.

It’s time to push your messages live! Regardless of which channels and strategies you choose, spend plenty of time planning before moving forward. Here are some questions to ask as you prepare:

When will you send your nonprofit’s digital marketing messages?
Who will be responsible for carrying out these activities?
How much do we plan to spend on digital marketing for our nonprofit?
How does this support our organization’s overarching goals?

Pushing your messages live is a major turning point for your strategy. It’s when all your hard work comes to fruition.

As you start publishing your messages, remember to engage with supporters. After all, the ability to interact is the beauty of online marketing for nonprofits!

5. Track results by measuring KPIs.

As you gain momentum, it’s time to start analyzing results. Note that it might take time to gain traction, especially if you’re brand new to digital marketing for nonprofits.

Routine reporting will help you track performance and make adjustments to reach your goals. While there’s an abundance of metrics you can track, here are some common ones to kickstart your brainstorming:

Engagement KPIs: likes, time on page, open rate, bounce rate, comments, and video views
Brand Awareness KPIs: website traffic, keyword rankings, social shares, tags and mentions, referral traffic, and impressions
Conversion KPIs: online donations, online volunteer sign-ups, digital event registrations, cost of acquisition, number of quality leads, and number of new social media followers

We recommend establishing key performance indicators (KPIs) from the very start, so you can make sure you have proper tracking in place. Think back to the very first step as you choose your KPIs, ensuring the metrics you choose correlate with your goals.

Note that you’ll need to implement tracking tools to monitor most metrics. For example, social media comes with built-in tools, email requires the use of email marketing tools, and Google Ads requires you to use Google Analytics. Some analytics resources are free (like Google Analytics with a Google for Nonprofits account) while you’ll need to pay for others.

Ultimately, monitoring your metrics will allow you to make the necessary adjustments and ensure your nonprofit’s digital marketing is as impactful as possible. If your email open rates are dwindling, tweak your subject lines. If your Google Ads have a low CTR, experiment with better ad copy.

Wrapping Up

Thanks to digital marketing for nonprofits, you have the power to connect with more prospects than ever before. There’s no need to wait for direct mail to reach them anymore when you can send digital communications that instantly arrive in their inboxes or on their social media feeds.

By curating a strong nonprofit digital marketing strategy, you can inspire more supporters than ever before – no matter if they’re in your community or across the globe!

From video marketing to search ads, there are so many ways you can connect with today’s supporters. And if you want to add Google Ads to your marketing arsenal, we’re here to help. Getting Attention’s experts will work with you to understand your nonprofit’s online marketing goals and create a Google Grants management strategy that makes sense for you. Reach out to get started.

While you wait for your free consultation, continue exploring the world of digital marketing for nonprofits with these resources:

Google Grants Eligibility: Is Your Nonprofit Eligible? Google Ads is one of the best resources out there for cause marketing. Find out if you’re eligible for the Google Grant with this guide.
Nonprofit Marketing: A Guide for Amplifying Your Mission. Digital marketing for nonprofits is just one subset of nonprofit marketing. Learn about other useful strategies with this guide.
Social Media Appends: Locating Your Supporters’ Profiles. Want to lean into social media marketing? Make sure you have your followers’ social media handles by following the advice in this guide.

In this post, you’ll learn how to compile donor prospect profiles.

A Quick Guide to Compiling Donor Prospect Profiles

March 3, 2023/in Nonprofit Fundraising /by Getting Attention

When it comes to finding new donors for your nonprofit, identifying prospects is just the first step. In order to transform a prospect into a dedicated, engaged donor, you have to cultivate them, getting to know them as an individual and laying the foundation for a lasting relationship.

Cultivation can be challenging, especially when you’re working with multiple prospects at different stages in the relationship-building process. How do you make every interaction as productive and personalized as possible? How do you remember everything you learn about individual prospects?

Here’s your answer: donor prospect profiles. According to DonorSearch, prospect profiles “contain all of the relevant data gathered during the prospect screening process…as well as any other details that a prospect researcher deems important for gift officers to know during the cultivation process.” Essentially, donor prospect profiles serve as your organization’s ultimate source of truth for every prospective donor you’re working with.

In this quick guide, we’ll take a closer look at the process of compiling donor prospect profiles to use for a successful cultivation process. Let’s jump in!

Why You Should Compile Donor Prospect Profiles

Donors don’t want to be viewed simply as ATMs for your nonprofit, especially if they’re just hearing about your organization and its cause for the first time. In order to make a strong connection with a prospect, you have to demonstrate that you’ve done your homework to get to know them as individuals.

On top of helping you build genuine relationships, donor prospect profiles make your cultivation work easier. For example, relying on profiles for contact information and communication preferences can help you build outreach processes that your prospects will respond well to. Likewise, using what you’ve discovered about a prospect’s philanthropic giving history, you can make more informed donation and engagement requests.

Plus, as you get in the habit of actively recording and organizing information about prospects, you’ll develop a greater understanding of your nonprofit’s community. Having a better grasp on your community’s needs, motivations, and preferences will empower you to tailor your marketing efforts and other operations to your knowledge about the people who make furthering your mission possible.

What to Include in Prospect Profiles

During the prospecting phase, you’ll gather lots of information about prospective donors. Let’s walk through what information you should include in your prospect profiles and how to organize it.

There are seven focus areas you should organize your information under:

1. Introductory Details

This section of a profile should serve as a quick view of the current status of a prospect. Think of it as the section you should look at if you don’t have time to look at anything else. It should include the prospect’s:

Name
Date of Most Recent Interaction
Giving Status
Summary of Past Interactions
Next Moves

This section, primarily the “Summary of Past Interactions,” “Giving Status,” and “Next Moves” categories, should be updated often to reflect your most recent work with the individual.

2. Basic Details

This part of a prospect profile focuses on contact information, like:

Full Name
Preferred Name or Nickname
Phone Number
Address
Email
Birthdate

Since this section contains information that will likely change over time, make sure to practice good data hygiene by keeping everything accurate and up-to-date. You may even consider having your data appended to ensure you have the most useful contact information available.

3. Personal History

The personal history section will include capacity and affinity details gathered from the prospect research process and can guide you in your relationship-building activities with prospects. Here’s what it should include:

Alma Mater(s)
Degree(s)
Connections to Foundations
Real Estate Holdings
Public Stock Holdings
Social Club Memberships
Community Involvement
Hobbies and Other Interests

This information can also be helpful as you look for additional ways to involve prospects in your work beyond just donating. For example, if you learn that one of your prospect’s hobbies is graphic design, you might ask them to help you fine-tune your nonprofit’s visual brand. Or, if you learn that they attended a school that you partner with, you might invite them to volunteer with your organization at that school.

4. Familial Information

Depending on your organization’s mission and focus, it may be useful to include a familial information section in your prospect profiles that lays out:

Name of Spouse
Spouse’s Philanthropic Ties
Spouse’s Professional Affiliations
Key Details on Children
Key Details on Other Relevant Relatives

Philanthropic work is often something that prospects enjoy engaging in with their loved ones. Knowing a thing or two about their families can help you spot relevant opportunities to involve them in your work, further strengthening your relationship with your prospect.

5. Professional Affiliations

This section will help you discover more about a prospect’s giving capacity and uncover valuable connections. In it, include these details:

Employer
Employer Address
Position
Work Email
Work Phone Number
Estimated Salary
Years with Employer
Relevant Employment History
Relevant Business Contacts

As you assemble this information, be sure to look into whether the prospect is eligible for corporate philanthropy opportunities, like matching gifts.

Re:Charity’s matching gifts guide explains that matching gifts are a form of corporate philanthropy in which employers financially match donations their employees make to nonprofits. Educate your prospect and donors about matching gift opportunities and help them use a matching gifts database to check their eligibility.

6. Organizational Connections

The organizational connections section should focus on your prospect’s history with your nonprofit. It will include the following information:

Date of Last Gift
Amount of Last Gift
Total Number of Donations
Average Gift Size
Current or Past Board Membership
Hours Volunteered
Relationships with Others Involved in Your Organization

If a prospect is brand new to your nonprofit, this section may be blank, and that’s okay! Be sure to fill it out as they get more involved with your work.

7. Philanthropic Ties

This final section will lay out the prospect’s involvement with other charitable organizations. Pay attention to whether the prospect has been involved with causes similar to yours—this can be a great indicator that they’ll be excited to support your organization!

Here’s what you should include in this section:

Charitable Giving Elsewhere
Volunteering Elsewhere
Board Membership Elsewhere

Remember, many donors are willing to support multiple nonprofits at the same time, especially if they’re passionate about a specific cause. So, don’t be afraid to reach out to donors who are currently involved with other organizations—they will likely be interested in getting involved with yours, too!

When to Compile Prospect Profiles

Clearly, prospect profiles provide a wealth of information about potential donors that you can use in a variety of ways—whether you’re meeting with them for the first time, designing a donation appeal, or figuring out how to thank them for a contribution in a meaningful way.

But what situations call for the creation of donor prospect profiles? You should create profiles when:

Expanding your major giving program
Prospecting prior to starting a capital campaign
Planning your annual fundraising campaign
Strengthening your planned giving program

Compiling donor prospect profiles before launching a big project or when you want to strengthen an existing program will help you approach the process with more information to support every step you take.

Also, think of donor prospect profiles as living documents that you should update and return to often. Ensuring that all of the information you have on individual prospects is accurate and actionable will make it easier for you and your team to rely on profiles as a resource that will help you make progress with cultivating new donors.

Your priority when you discover a new potential donor should be getting to know as much about them as you can and building out a full prospect profile for them. This profile can serve as a key reference and guide every interaction you have with a prospect along the way to their first major donation. Use these tips to get started with creating donor prospect profiles today!

Learn all about the Google Ad Grants website policy in this guide.

Demystifying the Google Ad Grants Website Policy: A Guide

February 22, 2023/in Google Ad Grants /by Getting Attention

In a word, the Google Ad Grant is transformational. The program has completely altered the way nonprofits market their causes. By breaking down geographical barriers, any organization that meets the Google Ad Grant requirements can reach more donors than ever before without blowing its marketing budget.

In fact, search ads (like Google Ads) have the highest ROI for nonprofits using paid advertising, according to Nonprofits Source. That’s primarily due to the program coordinators giving away over $10 billion in free ad credits to nonprofits since 2003.

Pretty incredible, right? However, if you’ve taken a look at the Google Ad Grants website policy, you’ve likely grown a little confused. You may ask, “What does a ‘high-quality website’ look like?” Or you might wonder, “What can I do to make Google approve my nonprofit’s website for the program?”

We’re here to answer all your questions! We’ll dig into the Google Ad Grants website policy, so you can bring your website up to code and get your application approved the first time. We’ll even provide a convenient checklist for your team to use! Here’s what we’ll cover:

Why Does Google Require Applicants To Have High-Quality Websites?
Breaking Down the Google Ad Grants Website Policy
A Checklist of the Google Ad Grant Website Policy Requirements

Before we begin, know that Google doesn’t aspire to limit participation. The Google Ad Grants team wants nonprofits to succeed with their digital marketing. That’s why they offer the program! They simply want participants to deliver high-quality content that inspires users to take action, rather than letting advertisers market any and all content on their websites.

If you want an extra pair of eyes to review your website’s quality, our Google Ad Grant experts are here to help! The team at Getting Attention works one-on-one with nonprofits to apply for and make the most of the program. That includes checking your eligibility and strengthening your landing pages.

Why Does Google Require High-Quality Websites?

You’ll use the Google Ad Grant to drive traffic to content on your website. Because of this, Google requires you to meet a series of website-specific requirements to be deemed eligible for the program.

Applying for the Google Ad Grant is really a two-part process. The first part involves having your website checked. That way, you don’t waste time setting up your Ad Grants account when your website actually needs a lot of work to be considered high-quality.

With the Google Ad Grants website requirements, Google strives to deliver a positive experience to its users. Poorly-written content and outdated designs might reflect poorly on Google if they allow advertisers to promote low-quality content. Plus, if your website seems outdated and unprofessional, visitors will feel less inclined to donate, volunteer, or take any other action.

Let’s not strictly talk about how poor websites can negatively impact the program and your ad performance. Instead, let’s take a look at the brighter side of following the Google Ad Grants website policy!

A high-quality website will help you:

Drive more traffic to your content
Develop meaningful relationships with prospects
Generate real results for your cause

Users who come across your site from a Google Ad will respond more positively to a fresh, inviting website that features helpful content. Ultimately, adhering to the website policy will empower you to make the most of your $10,000 each month.

Breaking Down the Google Ad Grants Website Policy

Enough simply talking about why you need to follow the website requirements! Let’s get into the nitty-gritty of the Google Ad Grants website policy. That way, you can see if your site measures up and make the necessary adjustments if it doesn’t.

If you need help confirming your eligibility after exploring the sections below, reach out to our Google Ad Grant experts! We’re more than happy to confirm whether your website is high-quality and work with Google to get you approved for the program.

Requirement 1) Domain Ownership

Owning your nonprofit’s website domain is the most basic website requirement that Google requires nonprofits to meet.

A domain name is a series of letters and numbers that someone will type into the search address bar to find your website. What it means to “own your domain” is that you need to purchase the domain on which your website is hosted and that you will drive traffic to via Google Ads. Your URL should look something along the lines of nonprofitname.org rather than nonprofitname.wix.org or nonprofitname.squarespace.com.

To register a domain for your nonprofit, you’ll need to find a domain name registrar like GoDaddy or Google Domains, determine that your desired domain name is available, and then purchase that domain name from your provider.

Requirement 2) Website Security

As another basic Google Ad Grant website requirement, Google requires applicants to have secure sockets layers (SSL) certification.

What this does is encrypt any data that’s transferred on your site. So, let’s say someone’s donating. When filling out your donation form, their name, address, payment details, and any other sensitive information will automatically be encrypted.

Installing an SSL certificate is usually free or low-cost, and it’s a great way to build trust with visitors. As explained in our Google Ad Grants application guide, you can quickly verify whether a site has an SSL certificate by looking at the URL. “If the web address begins with https instead of http, that indicates that it’s SSL-certified. Google Chrome will even mark sites that don’t have an SSL certificate in the address bar as ‘Not Secure.’”

To obtain an SSL certificate, you’ll need to follow a few steps:

Choose a Certificate Authority, which is an entity that issues SSL certificates. Popular examples include GoDaddy and Symantec.
Generate a Certificate Signing Request (CSR). You’ll need to generate this file on your web server before requesting an SSL certificate from a certificate authority. The information in this file will provide the certificate authority with what they need to issue your SSL certificate.
Submit the CSR to Your Certificate Authority. Go to your certificate authority’s website and proceed to purchase your SSL certificate. During checkout, you’ll have to submit the CSR file you generated.
Await validation and install the certificate on your website. When ready, the certificate authority will send you an email allowing you to access your SSL certificate. Know that installing your SSL certificate depends on the operating system on which your site is hosted. You might need to contact your website host for more details or see if there are any instructions published online.

Beyond building trust with users, Google also uses SSL certification as a ranking factor. The search engine amplifies websites with SSL certificates, so having one means you can boost your organic traffic.

After installing your SSL certificate, take security up a notch by limiting your plugins, links, and embedded objects to only what is secure and trustworthy.

Requirement 3) Unique, Substantial, and Promotable Content

The Google Ad Grants website policy explains that your nonprofit website must have “substantial content.” It also states, “Your site’s content must be unique to your organization.” In other words, you need to create your own content and a lot of it!

To start, single-page websites (AKA websites with just a homepage) aren’t acceptable. You’ll need to create plenty of pages related to your work, and these pages should be considered “promotable.”

What this means is that your pages or posts should each cover a single, well-defined topic related to your organization’s work. Some examples include ‘About’ pages that explain your work, donation forms, volunteer registration pages, and educational articles connected to your mission. This will give you content to promote with your Google Ads.

Whether you’re creating new content or enhancing existing content, here are some steps to get started to help you adhere to the Google Ad Grants website policy:

Identify the goal of your content. What problem are you trying to solve for the user? For instance, maybe someone wants to learn about fighting climate change, so you’ll provide them with an article that provides plenty of options, like recycling and donating to your nonprofit.
Choose your keywords. Each ad will have associated keywords. No one really knows how Google determines the quality of a page, but SEM experts (like those at Getting Attention) have some insight into what they’re looking for. Start with broad search queries and narrow them down to be more specific. Then, incorporate your keywords into the copy and headings on your page.
Write your content, providing plenty of information. Creating your content is where you can let your expertise and creativity flow! Essentially, provide enough information to cover the page’s topic. For blog posts and news stories, we recommend aiming for at least 1,000 words to cover your topic sufficiently. Core pages related to your work can be shorter but should still provide plenty of information for readers.
Incorporate multimedia. This will create engaging content that keeps users on the page. Get creative here by incorporating photographs, graphics, videos, charts, diagrams, and anything else that gets your point across. You want readers to be engaged the second they click your ad and visit your site.

Not only will these tips help you adhere to the Google Ad Grants website policy, but they can help boost your organic rankings too! Creating plenty of content that meets users’ needs will transform your nonprofit’s website into an SEO-friendly site.

Requirement 4) Mission-Related Content

The Google Ad Grants website policy requires nonprofits to have “a robust and clear description of [its] organization, mission, and activities.”

That means you’ll need to feature content about your mission and the work you’re doing to achieve that mission. It’s a smart idea to include some of your credentials as well. This will ultimately position your website as trustworthy and build trust with users.

Here’s some mission-related content we suggest you publish on your website:

A statement of your nonprofit status and your organization’s EIN: This information is public record — anyone can look it up on the IRS website or on GuideStar. In other words, there’s no privacy issue with publicly displaying your EIN. Place this information in your site’s footer, so it’s available on every page like the World Wildlife Fund did:
A page with staff members or board members: Potential supporters love to see the people behind the steering wheel of the causes they support. Create a page that features nonprofit leadership and their credentials.
Links to annual reports, your File 990, and financial audits: Prospects like to see that the nonprofits they support are responsible stewards of money before giving. Plus, United States federal law requires tax-exempt organizations to make 990s accessible. Include links to documents like your File 990 and annual report on your website.
An events page with an updated list of events: The Google Ad Grants website policy explicitly mentions that participating nonprofits must feature their upcoming events. We recommend that you create an events page with a calendar of upcoming events along with registration links to meet this requirement.
An ‘About’ Page featured in your navigation bar: Create an ‘About’ page that features a robust and clear description of your organization, mission, and activities. Make sure you answer key questions like where your nonprofit is located, who it serves, and how it serves those individuals like Kiwanis International did:

Featuring sufficient mission-specific details will help you adhere to the Google Ad Grants website policy and prove to visitors that your organization is reliable. The suggestions above are a great start!

Requirement 5) Positive User Experience

The Google Ad Grants website policy lists a few different rules that directly impact the user experience (UX) of your site.

A positive user experience is what will ultimately lead to conversions when marketing your cause, whether you’re trying to boost donations, volunteer registrations, or something else. Here’s a breakdown of the Google Ad Grant website requirements that specifically impact UX:

No broken links: A broken link leads to a page that no longer exists on your website. This can be frustrating for users. Anytime you take down a page, implement a redirect to a current page. For example, let’s say you have a page that highlights your current capital campaign. Once the deadline passes, you might take the page down and redirect it to your donation form or your calendar of events page.
Clear navigation: Approach your site as if you’re a first-time visitor. What content would you look for to learn more about the organization? Use your answer to create a clear navigation menu that features your most important pages. This might include your ‘About’ page, donation form, calendar of events, and so on.
Clear calls to action (CTAs): When a reader feels inspired by your content, they need to know what their exact next step is. That’s where clear CTAs come into play. You’ll want to consider placement and wording. Most nonprofits include donation buttons in their navigation menus. You can also include them in prominent locations, like on any page you’ll promote using the Google Ad Grant. In your CTAs, use simple, impactful phrases like ‘Donate now’ or ‘Volunteer today.’

In the example below, notice how The Humane League features a concise navigation bar with its most important pages. There are also clear donation CTAs in the navigation bar and in prominent locations across the site, like their homepage.

Prioritizing your site’s UX means that when people click on your Google Ads, they’re more likely to have a positive time exploring your site. In turn, they’re more likely to follow through and take the next step to support your work.

Requirement 6) Quick Site Speed

To qualify for the Google Ad Grant, you’ll need to quicken your site’s speed so that it loads quickly. And while quick load times also enhance the user experience, we thought it was best to cover this Google Ad Grant requirement in a bit more depth.

So what exactly is a quick site speed? Well, Google doesn’t define the exact number of seconds in which your site needs to load. However, you can use statistics to estimate whether your site is considered “quick.”

For example, Portent’s site speed study estimates that the first five seconds of page-load time have the highest impact on conversion rates. Plus, a site that loads in 1 second has a conversion rate that’s 3x higher than a site that loads in 5 seconds.

To test your site speed, use free tools like PageSpeed Insights. It’ll check your website, then displays a list of recommendations on what to fix (but not necessarily how to fix it).

If your website speed seems a bit high, we recommend you avoid overloading your pages with massive images and auto-playing videos. These can slow down your pages. You’ll also want to compress your images, reducing their file sizes. At any point, your Google Grants manager can step in to provide advice for tackling load-speed issues.

Requirement 7) Limited Ads and Commercial Activity

Long story short, you need to make your mission the primary purpose of your site. The Google Ad Grants program is very clear about not permitting commercial activity unless it directly supports your work.

Here are a few key points to make sure your site follows the Google Ad Grants website policy:

Serve the public. Your nonprofit’s website should make it clear that your nonprofit serves the public and not only those who pay for services or products. If your primary goal is to sell products, sell services, offer consultations, or generate leads, you likely won’t be eligible for the grant unless you’re transparent about how these commercial activities support your ability to serve the community.
Remove irrelevant ads. To be accepted into the program, you need to limit ads. It’s best to avoid advertising altogether. If you display any ads, they must be relevant to your cause and unobtrusive to users, though. If you have ads that distract users, you might violate the Google Ad Grants website policy.
Don’t make money from ads. While participating in the Google Ad Grants program, you also can’t use Google AdSense or affiliate advertising links on your website.

If you’re disapproved based on the commercial policy, reassess how you promote your services. If your organization comes across as a for-profit entity, you have some work to do on your site. It should be clear that you offer real services and support to your community.

Requirement 8) Google Analytics

While not listed under the Google Ad Grants website policy, installing Google Analytics on your website is one of the program’s requirements.

Google Analytics is a free program that tracks users’ interactions with your website. Google requires participants to install Google Analytics as a way to track ad and website performance. It provides helpful insights like:

Goal reporting. Within the Google Ad Grant compliance requirements, Google states that you must report at least one meaningful conversion per month. Google Analytics allows you to track and report on goals. Set goals like donations, email signups, volunteer registrations, event signups, and more. Then, see which pages on your website help you achieve these goals.
Web traffic. See how people find your website, such as through Google Ads or social media. You can view which devices your visitors are using. Also, you can compare past and present web traffic to see whether your site’s performance meets your expectations.
User engagement. See the average time that your visitors spend on your website, what pages they view, and other vital information. This will help you determine which pages drive results and which aspects of your site need work.

Installing Google Analytics takes a few steps to set up. If you need help, talk to our Google Ad Grant experts here at Getting Attention about getting started.

Get a free consultation!

A Checklist of the Google Ad Grants Website Policy Requirements

That’s a lot of information to take in! But now that you understand the Google Ad Grants website policy, you can walk through your organization’s site and see if it meets those standards.

We’ve condensed the requirements down into a convenient checklist that your team can use as you prepare your site for your application. Click below to download your free copy and make sure your site is on par with the program’s website requirements!

If you’re not sure whether your website measures up to these requirements, don’t hesitate to reach out to our team! We can walk through your website, provide recommendations, and work with Google to get your organization approved for the Ad Grants program.

In the meantime, download the complete checklist and start improving your website, so you can get approved for the program!

Download the checklist for free!

Website Not Up to Code? Reach Out!

We make it our mission to help nonprofits get the most out of the Google Ad Grant. That starts with applying for the program and acquiring the grant!

If you’re unsure whether you’re eligible after exploring our checklist, reach out for a free consultation. We’ll work with you to confirm your nonprofit’s eligibility and bring your website up to code with the Google Ad Grants website policy. After all, your nonprofit’s website is one of the most crucial parts of your Google Ad Grants strategy (and digital marketing strategy altogether)!

While waiting to meet with our team, explore these resources to dive further into the wonderful world of Google Ad Grants:

Google Ad Grants for Nonprofits: The Complete Guide. Dive further into the program by exploring this ultimate guide from our experts.
Is Your Nonprofit Eligible for Google Grants? How to Apply. Following the Google Ad Grants website policy is just one of the program’s prerequisites. Explore this guide to learn if you meet all of the Google Ad Grant requirements.
Google Grant Application: A Nonprofit’s Guide to Applying. Ready to apply for the program and increase your nonprofit’s visibility online? Follow the steps in this guide to get started.