Learn more about fundraising CRMs and our top suggestions in this guide.

13 Top Fundraising CRMs for Nonprofit Organizations

Fundraising CRMs, or constituent relationship management systems for nonprofits, are vital for effective revenue generation and donor management efforts⁠. This is especially true as organizations continue to grow.

If your nonprofit is seeking a CRM solution (whether for the first time or to upgrade an existing system), you’ve come to the right place! This list of top nonprofit CRMs has been crafted with organizations like yours in mind, and we’ll highlight key features, benefits, and more for each provider.

At Getting Attention, our favorite fundraising CRMs (in alphabetical order) are:

  1. CharityEngine
  2. Classy
  3. Click & Pledge
  4. DonorPerfect
  5. Engaging Networks
  6. Kindful
  7. Neon CRM
  8. NonProfitEasy
  9. Raiser’s Edge NXT
  10. Salesforce
  11. SalsaLabs
  12. SimplyFundraisingCRM
  13. Virtuous CRM

One key function to consider as you browse this list of suggested fundraising CRMs is matching gift abilities. Research shows that between $4 and $7 billion in available matching gift funding is left on the table each year⁠—largely because nonprofits lack the tools to secure those corporate dollars effectively.

Luckily, more and more nonprofit CRMs are beginning to incorporate matching gift functionality into their toolkit through seamless integrations with matching gift software (the most common by far being 360MatchPro by Double the Donation).

Ready to dive in and discover the perfect donor management system for your organization? Let’s get started.

CharityEngine is one of our favorite nonprofit fundraising CRMs.

1. CharityEngine

CharityEngine offers a number of fundraising solutions, including an online donation platform and fundraising CRM. Their CRM system enables teams to quickly and easily automate fundraising, marketing, and data collection to provide nonprofits with more time to spend on mission-related projects.

Top CharityEngine features include built-out donor profiles, donation pages, payment processing, reporting and analytics, and automated workflows.

Not to mention, CharityEngine donation forms drive matching gift revenue by simplifying the matching process for both donors (through personalized reminders and company-specific instructions) and nonprofits (by automating communications, collecting data, and tracking revenue growth). Since the #1 hindrance for matching gifts is a lack of awareness among supporters, CharityEngine leverage matching git software from Double the Donation to ensure each donor is exposed to matching gift information at multiple touchpoints.

Classy is one of our favorite fundraising CRMs for nonprofits.

2. Classy

Classy is an all-in-one fundraising platform with solutions for donor management, online donations, and peer-to-peer campaigns. This fundraising CRM is designed to provide users with a central hub for campaign and supporter management called Classy Manager. With these tools, nonprofit fundraisers are able to launch and manage campaigns, track performance and donor interactions, and gain a better understanding of their fundraising overall.

Top Classy features include online donation processing, event management, 360-degree donor views, and robust reporting and analytics.

And Classy doesn’t want you to forget about matching gift opportunities, either! This platform integrates with Double the Donation’s comprehensive matching gift tool to enable a searchable matching gift database, automated donor follow-ups and match reminders, and more. They even offer a two-way data sync that allows matching gift information collected in 360MatchPro to flow into Classy’s platform! When donors are encouraged to participate in their employers’ matching gift programs on multiple occasions, they’ll be more likely to request a match and secure more dollars for your cause.

Explore Click and Pledge's fundraising CRM.

3. Click & Pledge

Click & Pledge offers powerful donor management tools built on the Salesforce platform. This innovative fundraising CRM can even help users sort and rank donors based on an algorithm that considers personal donations, amounts fundraised, and gifts within an individual’s network in order to identify their highest-value supporters.

Top Click & Pledge features include automated communications, data analytics, manual donation processing, and a seamless Salesforce integration.

Plus, Click & Pledge integrates with the top matching gift solution, 360MatchPro, to promote matching gift opportunities to supporters, drive more company match requests with automated communications, and boost fundraising revenue overall.

DonorPerfect is a favorite nonprofit fundraising CRM.

4. DonorPerfect

DonorPerfect is a comprehensive fundraising solution that specializes in strategic donor management through targeted communications, multichannel outreach, easy donation processing, and customizable reports. Plus, it can save fundraisers tons of time and resources when they employ DonorPerfect’s extensive automated workflows!

Top DonorPerfect features include payment processing, fundraising event management, online donation forms, and insightful data analytics.

This platform also incorporates matching gift tools and strategies with a Double the Donation integration. This way, organizations can easily communicate the importance of matching gifts to donors and provide targeted next steps depending on the individual’s employer. The easier it is for donors to participate in matching gift programs, the more likely they are to follow through with their request, and the more dollars that go toward your mission!

Engaging Networks is a favorite fundraising CRM.

5. Engaging Networks

Engaging Networks is a multi-faceted fundraising platform with tools for online donations, nonprofit marketing, peer-to-peer campaigns, donor and data management, and more. This eCRM is dedicated to providing users with cutting-edge technology with constantly developing upgrades, newly released features, and a web of seamless integrations.

Top Engaging Networks features include advanced visual reporting, target audience query builders, fundraising performance analysis, and donor profiling and geotargeting.

One of their most impactful integrations is with Double the Donation’s matching gift software, 360MatchPro. Thanks to the Engaging Networks and Double the Donation integration, organizations can quickly boost matching gift revenue by promoting these program opportunities at multiple donor touchpoints. This includes, but is not limited to, during the donation process itself and within a number of automated and customizable email follow-ups.

Kindful is one of our favorite nonprofit fundraising CRMs.

6. Kindful

Kindful CRM is a product of Bloomerang that is designed to build seamless connections between various nonprofit processes to streamline backend efforts and provide improved donor experiences. This platform emphasizes the power of technical integrations with a number of other fundraising platforms to provide an interconnected network of fundraising software that drives success.

Top Kindful features include tracking and reporting, donor lifecycle dashboards, detailed donor and contact records, donation tracking, and wealth insights.

And for many Kindful clients, this network incorporates matching gift software and practices as well. Their matching gift integration with Double the Donation’s comprehensive automation tool allows organizations to promote company matches through personalized outreach and match reminders. Plus, users can configure automated follow-ups to include matching gift instructions, next steps, and guidelines for each individual’s employer, which ultimately results in increased matches and revenue.

Neon CRM is a fantastic fundraising CRM for nonprofits.

7. Neon CRM

Neon CRM is a donor management solution created by the fundraising platform Neon One and designed to scale up alongside organizations of any size. This versatile solution is able to help manage nonprofit fundraising, memberships, events, websites, and more.

Top Neon CRM features include online web forms, grant management, constituent login portals, automated receipting, accounts and relationship tracking, and donation processing.

Plus, their matching gift integration with 360MatchPro by Double the Donation enables organizations to significantly increase matching gift awareness through strategic follow-ups and personalized guidelines⁠—and boost matching gift revenue as a result.

NonProfitEasy is a great choice of nonprofit CRM for fundraising and donor management.

8. NonProfitEasy

NonProfitEasy is a product of the Lumaverse technology company that was built to provide organizations with simple, scalable solutions. Previously known as Fundly CRM, NonProfitEasy makes its goal to “turn one-time donors into lifetime supporters.”

Top NonProfitEasy features include donor communication, event management, pledge and grant tracking, and customizable and predefined data reports.

And with a seamless integration with the industry-leading matching gift tool, 360MatchPro, NonProfitEasy users are able to double supporter donations while saving time and effort through automation. This includes donor information screening to identify match-eligible transactions, customized outreach triggered to remind eligible individuals of matching gifts, and powerful tracking and reporting capabilities with forecasting tools.

Raiser's Edge NXT is one of our favorite nonprofit CRMs for fundraising.

9. Raiser’s Edge NXT

Raiser’s Edge NXT is a nonprofit fundraising CRM built by Blackbaud that provides organizations of all sizes with donor management tools. The Raiser’s Edge NXT is their newest version of the product, which is a cloud-based software that aims to provide the social good community with an easy and effective fundraising solution.

Top RE NXT features include growth opportunity identification, dynamic email campaigns, integrated multichannel techniques, automated workflows, and accessibility from any device.

To incorporate matching gift fundraising efforts as well, Raiser’s Edge NXT integrates seamlessly with Double the Donation’s matching gift software. This enables nonprofits to leverage the most effective matching gift strategies with little to no time and effort required of their fundraising teams. With automated donor follow-ups and match reminders, organizations see significant increases in match revenue!

Salesforce is a fantastic fundraising CRM for nonprofit organizations.

10. Salesforce

Salesforce is a popular CRM solution for businesses and nonprofits alike⁠. Salesforce.com caters to the for-profit side of the sector, while Salesforce.org targets nonprofits, schools, and other mission-driven organizations.

Top Salesforce features include donor-centric relationship-planning, digital-first fundraising experiences, program management and reporting, and grantmaking.

This comprehensive platform also allows Salesforce clients to extend their CRM functionality through a number of technical integrations with partners listed in the Salesforce AppExchange⁠ marketplace—one of which is Double the Donation. When users leverage Double the Donation’s matching gift automation tools, nonprofits can collect two gifts for every one donation solicited by driving matching gift participation.

Take a look at SalsaLabs for a great fundraising CRM.

11. SalsaLabs

SalsaCRM from SalsaLabs is a powerful and effective donor management system. This software works well alongside Salsa’s other fundraising products in addition to a range of other top fundraising solutions⁠—including Double the Donation’s matching gift tools!

Top Salsa features include rich donor profiles, extensive relationship-tracking, automated suggested gift calculations, and unified online and offline gift management.

The Double the Donation integration allows Salsa clients to utilize Double the Donation’s matching gift software, 360MatchPro, alongside their fundraising CRMs and donation forms to automate matching gift communications with donors. This boosts awareness of these programs and their availability while encouraging eligible donors to request matching donations from their employers. Ultimately, these tools result in increased corporate donations and better donor relations.

SimplyFundraisingCRM is one of our favorite fundraising CRMs.

12. SimplyFundraisingCRM

SimplyFundraisingCRM is a fantastic solution that equips nonprofits with innovative donor management tools. Top benefits of SimplyFundraisingCRM include saving time through strategic automation, raising more with effective fundraising solutions, and receiving guided assistance from a panel of expert fundraising advisors.

Top SimplyFundraisingCRM features include automated donor acknowledgments, one-click donor reports, artificial intelligence, simple, step-by-step processes, and data analysis.

Not to mention, the platform integrates with Double the Donation’s most comprehensive matching gift solution to help drive additional revenue from company matches! Through donor screening practices and automated communications, organizations can easily promote matching gifts and encourage supporters to participate.

Virtuous is a favorite nonprofit CRM for fundraising.

13. Virtuous CRM

Virtuous offers a nonprofit CRM that is designed to help fundraisers streamline donor management efforts, improve supporter relationships, and leverage data-rich insights for improved practices.

Top Virtuous features include omnichannel marketing strategies, donor analysis with highlighted opportunities, personalized cultivation and retention plans, and reporting dashboards.

With Virtuous, nonprofit clients can configure their fundraising CRMs to incorporate Double the Donation’s matching gift functionality. This integration allows organizations to increase matching gifts and improve their strategies through automated email follow-ups that contain employer-specific program information and instructions. When more donors request company matches from their employers, the nonprofit receives additional gifts for free!

Did any of these fundraising CRMs catch your eye? The providers listed above are some of our favorite solutions for nonprofit data management, donor relationships, automated communications, and more.

The more efficient your software, the more efficient your organization’s practices will be and the more you can do for your mission as a result. Good luck!

Check out these other educational resources to learn more about effective nonprofit fundraising and engagement strategies:

20+ Best Resources for Nonprofit Organizations

Running a nonprofit organization can be hard. With so many components to focus on, it may feel impossible to accomplish it all on your own with a handful of overlapping spreadsheets. Good news — you don’t have to!

In this comprehensive guide, we will outline the best resources for your nonprofit organization to elevate and optimize your operations across a number of areas..

This guide will cover top providers across the following categories of nonprofit resources:

Soon, you will be on your way to optimizing your organization with the help of the experts and tools below. Let’s dive in!

This graphic links readers to the nonprofit resource of a Google Ad Grant agency.

This section covers Getting Attention's top picked resources for nonprofits.

Resources for Nonprofits: Our Top Picks

Double the Donation

This section covers a matching gift resource for nonprofits.


Double the Donation’s mission is to help your nonprofit receive more money through corporate matching gift programs. Far too often, nonprofits miss out on valuable donations because many donors are unaware that their employers’ offer corporate matching gifts. Double the Donation provides a solution to this issue with its 360MatchPro software.

360MatchPro prompts donors to enter their employer’s name into a matching gift search tool when providing a donation. If their employer offers a matching gift program, the donor will be directed to submit a match request. Having access to this information will help your nonprofit tailor communications to donors eligible to double their donations. In the end, this will earn your organization more money!

Why we love it

Gaining access to matching gift information will help you raise double the funds for your organization with little additional effort. Additionally, the information obtained from the matching gift tool will help you send personalized reminders about a donor’s specific matching gift program.


The standard pricing for Double the Donation’s 360MatchPro starts at $1200 per year. This is recommended for organizations already receiving matching gifts that are ready to boost their numbers. Larger enterprises are encouraged to request a quote for custom pricing.

Getting Attention

This section covers a Google Ad Grant resource for nonprofits.


Getting Attention is a nonprofit marketing agency specializing in Google Ad Grant management. We work closely with clients to develop strategies that are right for them. The professionals at Getting Attention are ready to help you through every step of your Google Ad Grant journey, making sure you optimize your grant opportunity.

Some of the Getting Attention services include:

  • Google Grant applications
  • Account hygiene
  • Google Grant reactivation
  • Keyword research

Click here to explore more!

Why we love it

The experts at Getting Attention help alleviate your organization’s stress of having to manage all aspects of your Google Ad Grant journey. They work diligently to ensure your nonprofit is optimizing resources. With enough already on your plate, leave Google Grant management to the professionals of Getting Attention


The services at Getting Attention are priced at a rate of $499 per month. This includes no upfront fees or surprise add-ons. To see all of the services included, click here.


This section covers a data append resource for nonprofits.


The professionals at NPOInfo specialize in data append services, ensuring  your nonprofit’s data is clean, updated, and organized to optimize fundraising efforts. They promise:

  • Accuracy. NPOInfo guarantees a high degree of accuracy in their results, ensuring your fundraising initiatives are built on data you can trust.
  • Timeliness. With speedy turnaround, NPOInfo enables your team to reach more donors more quickly.
  • Depth. The NPOInfo team leaves nothing uncovered. They will make sure your organization can take advantage of every opportunity to learn more about your donors.

NPOInfo offers various services, including:

  • Employer appends
  • Email appends
  • Phone number appends
  • Date of birth appends
  • Address appends

With the help of the NPOInfo team, your organization can optimize its donor outreach efforts with clear, clean, and organized data.

Why we love it

Having hygienic and up-to-date donor data is an essential tool for any nonprofit’s fundraising and outreach efforts. The process of achieving such data can be taxing, but the professionals of NPOInfo are willing to take over the task. NPOInfo is the data enrichment service guaranteed to improve fundraising efficiency and increase revenue!


Pricing is based on the individual goals of your organization. Determine pricing by requesting a personalized quote!

This section covers the best technology resources for nonprofits.

Best Technology Resources for Nonprofits

iATS Payments

This section discusses a payment processing resource for nonprofits.


iATS Payments provides reliable, efficient, and secure nonprofit payment processing. They are leaders in fraud protection and have blocked hundreds of millions of dollars worth of fraud attempts. By working with them, your payment data is safe and secure.

With many nonprofit technology partners, iATS Payments can connect your organization to technology solutions that support all of your payment needs, from integrations with online fundraising and CRM software to auction and fundraising event tools.

Why we love it

iATS Payments is an all-in-one solution to overcome your organization’s payment processing issues. With their help, you can reduce frustrations and handle all of your payment needs in one place. Not to mention, they have a proven reliability. They have been trusted by countless organizations to deliver the type of payment processing and support your nonprofit depends on.


iATS Payments offers affordable pricing with competitive rates, no hidden fees, and one flat monthly rate. Submit a request form to determine your organization’s personalized rates.


This section discusses a website development resource for nonprofits.


Kanopi does web design and development differently. They offer several valuable services including:

  • Research and discovery. Through user research, audits of existing work, reviewing analytics, and more, the Kanopi team will evaluate your website needs and produce powerful insights to help you meet your goals.
  • Content strategy. The Kanopi team will help determine how to best present meaningful content on your website that supports your organization’s goals.
  • User experience. Kanopi will help your organization find the perfect blend of design and functionality to optimize the website experience for users.
  • Website development. Experts will plan and create the necessary features that make your web vision become a reality.
  • Website support. Kanopi keeps your website continuously optimized so that it always stays up-to-date.

With the assistance of Kanopi’s team of experts, your nonprofit’s website will position you for the utmost success.

Why we love it

Bad websites waste time, money, and reputations. Your website isn’t just the digital face of your organization. It is what leads your visitors down the path to interact and engage with your nonprofit’s mission online.

If your website is not optimized to create an easy experience for users, your nonprofit will not be able to achieve its goals. The professionals at Kanopi make it easy for your organization to streamline its online presence in a way that promotes user engagement.


Kanopi’s pricing is personalized based on the needs of your nonprofit. Contact them here to find the price that works best for you.

DNL OmniMedia

This section discusses a technology consulting resource for nonprofits.


From registering your domain name to designing your website, the expert nonprofit technology consultants at DNL OmniMedia will optimize your digital strategy for maximum outreach and engagement. In addition to nonprofit technology consulting services, the team offers a number of products including the:

  • Luminate Online donation web app to create a seamless donation experience for your donors.
  • Luminate Online email authoring tool to create emails quickly without writing a line of code.
  • Luminate Online member center web app to customize profiles to match your brand.
  • Luminate Online survey web app to connect with your audience anywhere.
  • MobileAction! customized fundraising app for nonprofits to improve your nonprofit’s fundraising and advocacy efforts.

Best for mid-sized to large nonprofits, the DNL OmniMedia’s mission is to help your nonprofit maximize technology for social good.

Why we love it

DNL OmniMedia makes your nonprofit’s technology work seamlessly for your audience and staff members. They want their clients to spend more time working to accomplish their goals and less time struggling with software and data.


The services at DNL OmniMedia are tailor made to your organization, so pricing differs based on personal needs. Fill out a project form to begin!

Cornershop Creative

This section discusses a website development resource for nonprofits.


Cornershop Creative is a team of WordPress experts, specializing in nonprofit web design, development, and maintenance. They work to blend creativity with decades of combined coding experience. Their expertise will help to build your organization a beautiful, fast, accessible, secure, and SEO-optimized site.

Some services they provide are:

  • Custom web development for nonprofits
  • Hosting, support, and website maintenance
  • Nonprofit SEO and content strategy
  • CRM and campaign implementation 
  • Website optimization and digital strategy

Cornershop Creative is an organization well-equipped to assist your nonprofit with any online needs.

Why we love it

Cornershop Creative takes care of small details that often go under the radar. However, these are the important aspects that make a big difference in how successful a project is. The help of Cornershop Creative’s expert team will best position your nonprofit’s website for success.


Cornershop Creative’s pricing plans are personalized to your organization’s needs. Let them know how they can help you here.

This section highlights the best fundraising resources for nonprofits.

Best Fundraising Resources for Nonprofits


This section discusses a crowdfunding resource for nonprofits.


Fundly empowers organizations to support and nurture the causes they care about through crowdfunding. Crowdfunding provides the trust, transparency, and connections necessary to make your efforts instantaneously impactful and hyperlocal. Fundly helps fundraise for:

  • Creative projects
  • Disaster relief
  • Special events
  • Medical and health
  • Military
  • Nonprofits 

Overall, their team is dedicated to providing your nonprofit with the necessary tools to raise money for your mission.

Why we love it

Fundly helps your organization reach more donors and raise more money — a win-win! Through their website, the Fundly team of experts can help your nonprofit run a successful crowdfunding campaign. The principle of Fundly is designed to do good.


Fundly offers simple pricing for all: platform fee (4.9%) + credit card processing fee (2.9%) + $0.30 per transaction.


This section discusses a peer-to-peer fundraising resource for nonprofits.


Donately is a donation platform made to help improve your donor experience, simplify your processes, and increase your nonprofit’s overall revenue. Donately offers tools to help your nonprofit grow online, such as custom donation forms, donor management tools, and more.

Their online platform makes donating a simple process for both you and your donors. This saves your organization time while creating more opportunities to reach your goals.

Why we love it

From customizable forms to full visibility of donor data, Donately is crafted to help nonprofits expand their impact through online fundraising. Nonprofits of all sizes can use Donately to simplify their online fundraising and improve overall donor experience.


Pricing plans are designed to give any size organization great features at an affordable rate. Select the plan best for you


This section discusses an auction fundraising resource for nonprofits.


Handbid helps nonprofits of all sizes adopt powerful, easy-to-use fundraising tools. Their auction software and bidding apps offer everything needed to maximize your nonprofit’s in-person, remote, and hybrid events. Some of these tools include:

  • Mobile bidding
  • Live streaming
  • Chat
  • Peer-to-peer fundraising 
  • Donation campaigns
  • Crowdfunding

Handbid is dedicated to helping organizations auction fundraise through transparent and respectful methods, all while providing excellent customer service.

Why we love it

Handbid is the all-in-one platform that can help your nonprofit collect donations, organize items, create a silent auction, and manage ticket sales and RSVPs. On average, Handbid generates 120% more bids per item and 60% increase in revenue per item compared to paper-based auctions. Their product gives your bidders the best user experience and you the auction management system of your dreams.


There are many packages available for the services that best suit your organization’s needs. Look into one today!


This section discusses an online waiver resource for nonprofits.


Smartwaiver helps convert your safety and liability waivers into custom, digital versions. The waivers  can be signed at your location or online from any computer, tablet or mobile device. You can add a link or custom waiver widget to your website so customers can sign your electronic waivers directly from your website before they arrive at an event.

All signed waivers and participant information is stored in Smartwaiver’s secure online database where you can easily search for and find a waiver in seconds. Each time a participant signs and submits awaiver, your organization’s marketing database and intelligence expands. This data can be easily exported to a spreadsheet for clear and concise organization of information.

Why we love it

Smartwaiver offers many intuitive and powerful features that allow your organization to streamline operations. Some of these features include waiver:

  • Customization
  • Optimization
  • Collection
  • Management

Smartwaiver keeps their software simple and uses a customer-centric approach to ensure the best user experience.


Smartwaiver offers a free 30-day trial. After your initial 30 days, pricing plans  depend on the number of waivers signed each month.


This section discusses a nonprofit accounting resource for nonprofits.


Jitasa’s mission is to improve the effectiveness and efficiency of nonprofits through affordable bookkeeping and accounting services. Your nonprofit can outsource these services to Jitasa and experience their team’s personalized approach. Some of their consulting services include:

  • Cloud-based accounting 
  • Chart of accounts setup or review
  • Account reconciliations
  • Monthly financial statements
  • Form 990s and 1099s
  • Audit preparation

Clients have free access to Quickbooks for nonprofits to ensure they have the necessary tools for effective financial record keeping and strategic planning.

Why we love it

With Jitasa, your nonprofit will have access to a fully staffed accounting team, enhanced internal controls, and experts who have seen it all. Working with a nonprofit accounting agency is ultimately the best way to support your organization’s finances. Keep your organization on track to accomplish your mission with the help of Jitasa so the stress of finances is not another burden you have to take on.


Request a personalized quote for your organization today!

This section covers the best resources for nonprofit operations.

Best Nonprofit Operations Resources

Astron Solutions

This section discusses a nonprofit human resources resource for nonprofits.


Astron Solutions towers above the competition when it comes to nonprofit human resources consulting. Their agency has focused solely on helping nonprofits streamline operations for nearly 20 years. Needless to say, they have accumulated quite the expertise.

Astron Solutions tailors to small to mid-sized organizations that are looking to scale up their human resources processes. Their customized services include support in:

  • Compensation consulting and performance management
  • Employee retention and engagement programs
  • Survey creation, rollout, and analysis
  • Web-based talent management and hiring tools

With their help, your organization will optimize its human resources to best accomplish your mission and goals.

Why we love it

Astron Solutions understands that retaining and engaging those who believe in the mission of your organization is extremely important. In the end, that is the best way to accomplish your nonprofit’s goals. Their expert support and HR consulting services can be just the bit of assistance you need to get there.


Pricing is individualized dependent on your organization’s needs, but you can contact Astron Solution with inquiries today.


This section discusses an educational resource for nonprofits.


Nonprofit.Courses provides online training for nonprofits, their staff, boards, and volunteers. They aggregate thousands of videos, podcasts, books, and documents from around the world to educate nonprofit organizations.

Putting all of this content into one spot makes learning easy, as there are valuable resources available for anything your nonprofit may need.

Why we love it

With Nonprofit.Courses, organizations can select the courses that are right for them. This  expands your nonprofit’s knowledge base through a wide array of course offerings. Doing so will keep your organization up-to-date and best positioned for success.

Nonprofit.Courses’ content comes from more than 150 content experts with in-depth knowledge of nonprofit related disciplines.


Most of the content is free or available for the “price” of signing up for their mailing list. Content experts offer in-depth expertise through Premium (paid) content.


This section discusses a nonprofit board management resource for nonprofits.


Boardable is board management simplified. This software helps move your board from discussion to action. Boardable’s mission is to increase board member engagement. They offer integrated features for your entire meeting cycle, making meetings as efficient as possible

Some of these features include:

  • Pre-meeting preparation and collaboration that leads to success.
  • Streamlined meetings to create excitement and engagement.
  • Centralized and permanent records to drive accountability.

With the help of Boardable, your organization will be having efficient and effective board meetings in no-time.

Why we love it

Boardable’s board management and meeting software empowers boards, businesses, and nonprofits to be more productive and efficient. Boardable breaks down your meeting experience to the essentials, allowing your organization to focus on the most important matters. Boardable also integrates with Zoom. In our highly digital world, this is an added bonus.


Boardable offers a 14-day free trial. After that, there are pricing plans based on various organization needs.


This section discusses a nonprofit accounting resource for nonprofits.


File 990 is the fastest, safest and easiest way to e-file your IRS Form 990-N or 990 EZ return. Complete and submit your current and previous year’s forms directly to the IRS in minutes without the costs of working with a professional accountant. Your organization can receive an IRS acceptance notification on your dashboard within a few hours. File990 makes nonprofit accounting simple.

Why we love it

File 990 makes Form 990-N and 990 EZ e-filing easy. The software imports all relevant data about your nonprofit directly from the IRS database. They use bank-level security to keep your nonprofit’s information safe while e-filing your nonprofit’s taxes. This way, your nonprofit never has to worry about a breach of important information.

With their help, you will never file your 990-N and 990 EZ late again. File 990 saves your fiscal period and sends you a reminder when it’s time to file next year’s 990 forms. They even save your data, making the process seamless.


The pricing is dependent on the type of form in use. It costs organizations $49.99 per filing for 990-N forms and $69.99 per filing for 990 EZ forms.


This section discusses a nonprofit CRM resource for nonprofits.


Salsa CRM is a donor management software that allows your organization to track supporters holistically. This promotes intelligent decision making to engage, retain, and connect with each donor. Salsa is powered by SmartEngagement Technology, which combines industry best practices with machine learning and automation features. This allows nonprofits to optimize their fundraising strategy and maximize limited time and resources.

Salsa offers rich donor profiles and intelligent reporting. This makes it possible for your organization to spend less time deciphering data and more time connecting with supporters. Salsa also provides automated and personalized messaging — including gift acknowledgements, fundraising appeals and advocacy campaigns— to ensure you never miss a prospective supporter.

Why we love it

By having a unified platform, your cultivation and communication efforts are seamlessly integrated for more relevant, timely, and compelling engagement. Salsa helps your team work smarter to accomplish more.


Pricing varies based on donor list size. Contact for a personalized quote.


This section covers a volunteer management resource for nonprofits.


Mobilize helps mission-driven organizations manage events and recruit volunteers. Trusted by 3,000+ campaigns, nonprofits, advocacy organizations, unions, and more, Mobilize drives action from volunteers, advocates, and supporters at scale. They:

  • Make mobilizing easier. Save volunteer managers’ time with easy-to-use tools that automate routine tasks and integrate supporter data where they need it.
  • Empower supporters. Help supporters find the best opportunities for them, ensuring they sign up, show up, bring friends, and come back.
  • Form networks to supercharge impact. Through friend connections, personalized volunteer experiences, cross-promotion from partners, and the mobilize.us feed, working with Mobilize helps to uniquely increase long-term impact.

To set your organization up to attract volunteers and supporters, Mobilize is a valuable tool worth considering.

Why we love it

Mobilize allows your organization to:

  • Drive more actions more easily
  • Turn volunteers into donors
  • Grow your list
  • Build a community around your cause
  • Achieve your mission

With their help, you can turn your organization’s dreams into a reality.


Mobilize lets your organization test the waters by offering a free demo or free trial account. This allows five members of your team to host your next five events or online actions (up to 50 signups or 500 petition signatures) for no charge.

This section covers the best free resources for nonprofits.

Free Resources for Nonprofits

Fundraising Letters

This section discusses a fundraising letters resource for nonprofits.



Fundraising Letters offers letters for every occasion and cause. Fundraising Letters is a project put together by experts to help individuals and organizations effectively communicate with their supporters. They provide fully written, easily-modifiable letter templates to boost your communication efforts. Some fundraising categories they cater to include:

  • Basic fundraising
  • Matching gifts
  • Sponsorship letters
  • Donation requests

With their assistance, you will never have to experience writer’s block again!

Why we love it

There are many reasons to love Fundraising Letters, but here are a few big ones:

  • Time saved: Letters are all pre-written and easily modified to match your organization’s needs. Just pick the template that’s right for you and have your finalized letters written within minutes.
  • Powerful and effective: Tell your story. Connect with supporters. Raise money for your cause.
  • Perfect for all causes: Letters will help take your outreach to the next level.

With the help of these fundraising experts, your organization will optimize communications between its donors and supporters.


The services of Fundraising Letters are completely free!


This section discusses a t-shirt fundraising resource for nonprofits.


Bonfire makes designing, selling, and ordering custom shirts easy. They handle payment processing, order fulfillment, and custom service so you can focus on connecting with your community. Organizations can:

  • Sell shirts through an online campaign. Sell custom products online by creating your own campaign page where anyone can check out. When your campaign ends, they ship products directly to your buyers and send you the profits.
  • Open a free online store. Make it easy for users to browse all of the custom shirts and apparel you’ve designed by creating an online store. They’re free to make and simple to tailor to your brand.
  • Order custom shirts. Order direct and take advantage of bulk discounts – perfect for events, on-site inventory and any occasion calling for premium custom shirts.
  • Fundraise with custom shirts. Easily raise money for your community by selling custom shirts. Perfect for individuals, groups, causes and nonprofits. No inventory needed — Bonfire does all the work!

Bonfire will help your organization and its community support your mission in style.

Why we love it

Bonfire is your exclusive merchandise partner for product drops that connect your organization with its supporters. They offer responsive customer support and an easy solution for community fundraising. Organizations can fundraise online by selling apparel, totes, hats, mugs, and more! In all, Bonfire is your home for custom products.


Because you don’t need to purchase the shirts in advance, there is no cost for your nonprofit. Bonfire offers a pricing calculator tool to determine personalized revenue for your organization.


This section discusses an online shopping fundraising resource for nonprofits.


ShopRaise allows individuals to support your cause by shopping. No matter what it may be, the ShopRaise app lets supporters donate a portion of their purchases to your cause. With their help, everyday shopping turns into support for your favorite organization at no additional cost.

Consumers can choose any cause or mission to support. They can even create their own. Consider adding ShopRaise to your organization’s fundraising efforts to turn everyday shopping into support for your cause.

Why we love it

The ShopRaise app is easy and free. All users need to do is:

  1. Download the app.
  2. Shop using the ShopRasie mobile app or browser extension at almost 1,000 retailers such as Walmart, Kohl’s, Home Depot, and Petsmart.
  3. Raise up to 10% on each transaction and see contributions make a difference.

ShopRaise is a simple way to engage supporters through everyday shopping and raise funds for your cause.


ShopRaise poses no cost to your organization!

This section provides additional assistance for researching resources for nonprofits.

Wrapping Up

With the help of these valuable resources, your organization will be best positioned for success. If you would like to research further, here are some additional resources to look into:

This graphic links readers to the assistance of a nonprofit ad grant agency.

Getting Attention explains the best nonprofit communication practices and strategies.

The Ultimate Guide to Strong Nonprofit Communications

No pirate could find treasure without the help of a map. For a nonprofit that wants to increase donations and engagement, the map is proper nonprofit communications.

Nonprofit communications refers to all the tactics a nonprofit implements to communicate with stakeholders and promote its cause. A full communication plan could address fundraising, events, the mission, current events, and more. Also, it could use social media, email, direct mail, and beyond. 

At Getting Attention, we help nonprofits market to and communicate with supporters using the Google Ad Grants. Through that, we’ve learned the ins and outs of effective nonprofit communications. In this guide, we’ll coverall there is to know about nonprofit communications through the following points:

Ready to get started? Let’s dive in.

Getting Attention is a Google Grant agency that can help with your nonprofit communication needs.

Here are the differences between corporate communications and nonprofit communications.

How does nonprofit communication differ from corporate communication?

Communication is any contact an organization has with its audience. The goal of all external communications is to inform the outside world about the organization, its mission, and the importance of its work.

While that definition and goal remain consistent across industries, external communication tactics vary greatly depending on the specific type of organization. Here are the four predominant ways in which corporate and nonprofit communications differ:

  • Making a Difference vs. Making a Profit: Nonprofits are driven by a cause beyond money, whereas businesses are driven by the bottom line. Therefore, nonprofit communication strategies center around supporting missions instead of driving sales.
  • Types of Stakeholders: Stakeholders are all the groups connected to and impacted by an organization. Without them, the organization would cease to exist. For nonprofits, this group consists of employees, donors, volunteers, and program beneficiaries. Corporations interact with employees as well, but also consumers, executives, and investors. Different types of stakeholders means different communication strategies.
  • Sources of Revenue: A nonprofit relies on donations and grants for funds. Corporations rely on consumer purchases and sales figures. Given this difference, nonprofits usually have a more limited budget to support their communication efforts.
  • The Power of Storytelling: Storytelling is a buzzword among communication professionals in all industries. However, it’s especially important for nonprofits because they are focused on giving back. Their positive impact often translates to powerful stories. Corporations, on the other hand, communicate to drive sales; they don’t solely rely on emotional appeal in their communications.

Now that we’ve separated nonprofit communication from corporate communication, let’s take a look at the numerous types of nonprofit communication.

Here are the five types of nonprofit communication.

Types of Nonprofit Communication

Here are the five types of nonprofit communications.

Nonprofit communication is a two-way exchange of information between a nonprofit and its stakeholders. Within nonprofit communication are multiple types of messages, tailored to the end goal of the communications campaign.Here are five types of nonprofit communication for your organization to incorporate into its efforts:


Storytelling is an excellent nonprofit communications strategy.

Storytelling is the most powerful communication tool a nonprofit has at its disposal. In fact, donors are twice as likely to donate to a nonprofit when presented with a compelling story as opposed to a relevant statistic.

This is because stories leverage emotions to your nonprofit’s benefit and illustrate the impact of your work. Individuals are more likely to remember an inspiring tale as opposed to a number or figure, no matter how impressive the statistic.

To get your creative juices flowing, here are examples of how common types of nonprofits can incorporate storytelling:

  • Higher Education: Share quotes from both current and former students about what the college or university means to them.
  • Animal Shelters: Ask people who have adopted a pet from your shelter about the difference their pet has made in their lives.
  • Food Banks: Talk to volunteers about the work they do and what it means to them to give back, or even reach out to individuals who have benefitted from your services to see what your organization means to them.

When telling stories, don’t forget to be creative and dig deep beyond the surface to find the most compelling accounts. Prioritize quality writing and interesting visual elements to best execute this communication strategy.


Marketing describes nonprofit communication tactics that have the goal of motivating target audiences to take action. These desired actions have the goal of furthering the organization’s mission.

There are many different reasons you could use marketing-style communication. Here are three examples:

  • Promote Your Upcoming Event: Maybe your nonprofit is hosting a gala, or coordinating a 5K. Marketing communication can help you advertise the event and encourage people to attend.
  • Recruit Volunteers for Your Current Project: No mission-driven project can be accomplished without the valuable support of volunteers! Use marketing communication to recruit the best of the best for your nonprofit.
  • Ask for Donations: Fundraising is of utmost importance for nonprofits. Read on for more information about fundraising-oriented communication.   

All in all, marketing encourages your stakeholders to actively participate in your cause. Next, let’s look at a specific act of participation: fundraising.


Fundraising is invaluable to a nonprofit. After all, it’s the way nonprofits remain in operation and are able to pursue their missions. In order to successfully raise money, nonprofits need communication.

Communication-related to fundraising can be implemented in many different ways. For example, social media, email, and direct mail campaigns are all ways to ask former, current, and potential donors for support.

Fundraising communication can be complex, as it requires contact with a variety of audiences. Here are three of the main groups you’ll reach out to with this type of communication:

Current donors, potential donors, and corporations are all groups you can reach with nonprofit communications.

  • Current Donors: Receiving a donation is great, but what’s even better is to retain that support. Stay in touch with current donors to increase the chances that they’ll give again. If you need help contacting your current donors, check out this guide to donor data management.
  • Potential Donors: While keeping your current donors around, your nonprofit should also make an effort to connect with potential donors to expand your sources of funding.
  • Corporations: Did you know corporations donated over $20 billion to nonprofits in 2020? Use this powerful resource to your advantage by directing fundraising communication efforts toward for-profit businesses. They offer many different philanthropic programs, such as matching gifts, volunteer grants, and more.

Even after a successful fundraising campaign, communication is still relevant. Check out this guide to donor thank you letters for the best ways to properly show appreciation to your nonprofit’s supporters.


This type of communication focuses on starting conversations with your audiences. You could feature polls on your nonprofit’s Instagram stories to boost interaction or post an event on Facebook for followers to share.

You could even share Twitter content with videos, which studies show receive 10 times the engagement. For a more in-depth look into nonprofit video content, read this article.

Engagement is important because it builds a relationship with your audience beyond simply asking them for money. Cultivate connectivity with stakeholders that exists separate from monetary goals. It’ll serve you well when the time comes for you to ask for financial support.


Curation is communication that focuses on gathering content from external sources to share with your audience. Your nonprofit could reach out to supporters and ask for their stories about the organization or read up on relevant news articles to share up-to-date statistics on your channels.

It’s important to curate content from other sources in order to stay informed and establish your organization as a thought leader in its field.

Now that you know the five types of nonprofit communication, we’ll dive into the steps for putting together a successful nonprofit communications plan.

Getting Attention talks about how to create a plan for nonprofit communications.

Nonprofit Communications Plan

Communications is a multifaceted, complex task for nonprofits. For best results in reaching your audiences and building awareness of your brand, it’s important to go in with a plan.

Here are the eight steps to creating a strong nonprofit communications plan.

Here are the eight steps your nonprofit should move through in order to create a successful nonprofit communications plan.

Determining goals is the first step to a nonprofit communications plan.

1) Determine Overarching Goals

Good communication exists to further the overall goals of your organization. Without setting proper goals, your nonprofit communication will be useless.

Define your goals before moving on to any other part of communication planning. After articulating these goals, it’s time to establish your brand.

Branding is the second step to creating a nonprofit communications plan.

2) Establish Your Brand

Many aspects of your nonprofit communication tactics will be tailored to fit each audience, but your brand messaging should remain consistent across all efforts. There are two main branding components your nonprofit should prioritize in its communications:

Taglines are a valuable component of nonprofit communications.

  • Name: This seems like a no-brainer, but it’s worth reminding to include your nonprofit’s name in all communication materials.
  • Tagline: A tagline is a short, memorable phrase that succinctly captures a brand’s message. Only three out of 10 nonprofits have a tagline they consider strong, so spend time on this piece of your branding to stand out.

The main way to achieve successful branding is to build awareness of your brand. How do you build awareness? You repeat it–– continuously putting your name and tagline in front of your audience.

After your brand is established, take a look at the data.

Data analytics is the third step to creating a nonprofit communications plan.

3) Look at Data

“Mad Men” and other dramatized versions of communications professionals would lead you to believe that the best way to create a strategic communication plan is to blindly follow an intuitive, creative hunch. That’s not how it really works, especially in the digital age with so much data at our fingertips. You should always support your plans and ideas with numbers.

Take a look at data from your nonprofit’s past communication efforts. What was successful? What was a total flop? Use what you learn to influence future plans. If your communications data is a jumbled mess of metrics, learn how to clean it with this guide to nonprofit data hygiene.

You can also use data to better understand your target audiences.

Defining target audiences is the fourth step to creating a nonprofit communications plan.

4) Define Target Audiences

For best results, communication tactics should be tailored to who you want to reach, as stakeholders are not a homogenous group.

For instance, millennial and Gen X donors are most inspired to give to nonprofits by social media, whereas baby boomers are most motivated by email. To reach your millennial and Gen X audiences, create social media campaigns. On the flip side, create email campaigns for your boomer donors.

With a good nonprofit communication plan, you’ll have multiple target audiences. Your nonprofit is relevant to a lot of different people, so get in touch with them all!

Defining target audiences becomes a lot easier with the help of a robust donor database. You can keep track of demographics, contact information, employer data, income, and location all in one place. You can also look at past donation data to figure out who your biggest supporters are. If you need help adding to or verifying existing information, consider using a data append service.

Choosing channels is the fifth step to creating a nonprofit communications plan.

5) Choose Channels

There are many communication methods out there for your nonprofit to choose from. From email to social media to direct mail and beyond, the nonprofit communication possibilities are endless.

Using what you learned from your data in step three, pick which channels will best meet your goals. Most nonprofits want to have a multichannel strategy to reach as many people as possible, so don’t limit your organization by only choosing one or two. The more, the better (within reason).

Next, we’ll focus on social media in particular.

Considering social media is the sixth step to creating a nonprofit communications plan.

6) Use Social Media

Within the umbrella channel of social media are multiple platforms to choose from. Here are a few for your consideration:

  • Instagram
  • Twitter
  • Facebook 
  • TikTok 
  • LinkedIn

Mess around with each platform and explore the different features. Stack that against data of who’s using each platform, and from there determine which ones your nonprofit will focus on.

Now, we’ll dive into the more conceptual steps of a great nonprofit communication plan.

Telling a story is the seventh step to creating a nonprofit communications plan.

7) Tell a Story

Storytelling is a valuable component of nonprofit communications.

We can’t say enough how important storytelling is to nonprofit communications. Sharing true stories about how your nonprofit has made a difference is the best way to show others how important your cause really is.

To properly incorporate storytelling into your plan, spend time talking with people close to your nonprofit. How has your work impacted your program beneficiaries? Your volunteers? Your employees? From there you’ll find the most compelling information to share with your target audiences.

Consider the best way to adapt the story to each specific channel. You could post videos to YouTube, share podcast episodes, post photos to Instagram, or even pitch your story to relevant news outlets for external coverage.

Your mission is what matters most. Share its importance by way of storytelling.

Becoming a thought leader is the final step to creating a nonprofit communications plan.

8) Lead the Conversation

To lead the conversation is to establish your nonprofit as a thought leader within its industry. You want to be a credible source for your target audiences so that they trust you, believe more in your mission, and thus are more willing to get involved.

Stay informed on current events relevant to your mission. Read up on other organizations and activists working toward the same goals as your nonprofit. Pay attention to political candidates and acts that could positively or negatively contribute to your mission. Then, share what you learn with your followers.

With the five different types of nonprofit communication and the eight steps to creating a strong nonprofit communication plan, you’re all set to reach your audience effectively.

This section concludes Getting Attention's guide to nonprofit communications.

Wrapping Up

Nonprofit communication is vital to running a successful nonprofit organization. Without effective communication with your target audiences, there is no way to build relationships to pursue your mission.

Getting Attention is a Google Grant-certified agency that can help you better reach your target audiences. For more helpful information on nonprofit marketing strategy, check out these three additional articles:

Getting Attention can help take your nonprofit communications to the next level.

Google Ads Optimization: 7 Steps For Improved Performance

Google Ads are an incredibly useful tool when it comes to broadening your nonprofit’s audience reach and driving conversions. They allow organizations to display advertisements strategically at the top of search engine results pages (SERPs). Doing so promotes increased traffic flow and interactions with your organization, further driving your mission to the public.

If you’re looking to thrive in the online space, utilizing Google Ads is the answer. However, running a Google Ads campaign is not a one-and-done solution for promoting your nonprofit.

It is vital that organizations continuously refine and improve their Google Ads strategies to most efficiently target their desired audience.

At Getting Attention, we specialize in helping nonprofits make the most of Google Ads using the Google Ads grant. In this article, we’ll cover a fewcritical topics for optimizing your Google Ad campaigns,, including:

Continue reading to discover the ways Google Ads can benefit your organization!

This graphic will link readers to a free Getting Attention consultation.

This section covers the benefits of Google Ads for nonprofits.

Is Google Ads worth It?

Simply put: yes. Considered the world’s largest and most widely used online advertising platform, Google Ads have helped countless organizations drive their missions. In fact, Google estimates that businesses make $11 in profit for every $1 they spend on Google Ads.

This statistic highlights the value of Google Ads for nonprofits.

These advertisements provide an array of benefits that are irreplaceable by other nonprofit marketing tools. Some examples include:

This graphic showcases the benefits of Google Ads Optimization.

  • Increased online conversions such as event sign ups, donations, and volunteer registrations.
  • Broadened reach to donors and supporters new and old, inspiring them to take action.
  • Simultaneous campaigning including the ability to market multiple ad campaigns simultaneously.
  • Efficient performance tracking ensures campaigns are always improving.
  • Greater audience understanding to better meet the needs of your organization’s digital supporters.

Another key component that differentiates Google Ads from other online nonprofit marketing tactics is its high customizability. Google Ads allow organizations to create highly specific advertisements in order to best serve different segments of their target market.

For instance, Google Ads allow the use of geotargeting. This is an important strategy that displays advertisements in geographically relevant locations. Let’s say your organization is promoting a fundraising event at a restaurant in Chicago. Geotargeting ensures nearby users will see such promotional efforts. This will prevent your organization from wasting resources on displaying these ads to distant audiences, such as users in California.

In addition to being customizable, Google Ads are an integral tool to nonprofit marketing because they are highly measurable. Google provides many analytical tools that allow your organization to efficiently track campaign success and make any necessary adjustments.

If your organization has dabbled in Google Ad use but found little success, optimizing your ad strategy and expanding your budget through Google Ad Grants can make a big difference. Putting in the effort to find success with your Google Ads campaigns with reap long-term benefits, as Google Ads is an extremely flexible tool that is worth the investment. With thoughtful strategy and proactive management, success will soon come your way.

Google Ads vs. AdWords: What’s The Difference?

This graphics shows readers that Google Ads and AdWords are the same.

Essentially, Google Ads and AdWords are the same thing. In shifting towards a more audience-centric mindset, Google made the decision to consolidate their abundance of ad offerings into three main platforms: Google Ads, Google Marketing Platform, and Google Ads Manager. This meant saying goodbye to the formal naming of AdWords.

Even though the formal title is gone, the offerings of AdWords still exist under the Google Ads umbrella. The elimination of AdWords was simply a rebranding decision. Google implemented this change to make the purpose of Google Ads more clear: helping marketers to connect, through advertisement campaigns, with the billions of Google users.

Now that we have cleared up any confusion, it’s time to uncover the ways Google Ads can help you.

This section covers the costs of Google Ads campaigns.

Are Google Ads expensive?

Many organizations shy away from using Google Ads out of fear of draining their marketing budget. However, the reality is that Google Ad pricing can vary and will depend mostly on your organization’s budget.

However, there is one particularly useful tool that can help you optimize your Google Ad opportunity, and that would be the Google Ad Grant. This grant program allows your organization to greatly expand its advertising budget with free monthly Ad spending. Even better, there are Ad Grant agencies available to help guide you along the Ad Grant process and ensure you are optimizing your resources.

Interested to learn more? Follow along as we unpack the Google Ad Grant program and all that it offers.

What are Google Ad Grants?

Google Ad Grants provide eligible nonprofits $10,000 in monthly ad spending. This boils down to $329 per day in Google Ad use at no cost at all.

If your nonprofit is new to the world of Google Ads or is currently running some unsuccessful campaigns, Google Ad Grants and the assistance of professional agencies can be the keys to your success.

Ad Grant agencies, such as Getting Attention, are made up of certified experts in the realm of Google Ad Grants. They provide services such as:

This graphic highlights Google Ad Grant agency services.

  • Google Grant Application: Experts will walk you through every step of the application process to ensure your account is reviewed and accepted.
  • Google Grant Hygiene: When it comes to Google Ads, data is everything. With the help of experts, you will not have to deal with duplicate points or outdated data weighing down your processes.
  • Google Grant Reactivation: If suspended, agencies can help get your account up and running again—allowing you to avoid the headache—and make sure it stays up and running
  • Keyword Research: Professionals help make sure your website content is effectively serving audience needs, while also inspiring them to take action.

Essentially, anything you could possibly need help with, Ad Grant agencies will be there ready to assist. In order to best optimize your Ad Grant opportunity, reach out to an agency today!

Aside from agency assistance, we are going to uncover the essential practices your organization can implement to promote success in your Google Ad campaigns.

This section discusses the best ways for optimizing Google Ads campaigns.

How Do I Optimize Google Ads? 7 Steps

Some nonprofits enter the Google Ad sphere with a “set it and forget it” mentality. Not to be the bearer of bad news, but this strategy of setting up a campaign and failing to adequately monitor it will get your organization nowhere.

Initial setup may be the first step in generating a Google Ads campaign, but it is certainly not the last. Follow along as we uncover the steps of Google Ad optimization from start to finish, beginning with current ad evaluation.

This graphic highlights the 7 key Google Ads Optimization tools.

1. Evaluate your current ads.

The first step to optimizing your Google Ads campaigns is to evaluate your current ad performance to see what is and is not working. The five key metrics you will want to pay attention to are:

This graphic showcases the important metrics to evaluate for Google Ad Optimization.

  1. Impressions: An impression occurs every time your ad is displayed or seen by someone on Google. In order to increase impressions, you will need to broaden the visibility of your campaigns. The best way to do this is through increasing ad quality and relevance. If Google deems your ads irrelevant to the audience you’re targeting, they will not display the campaign to a high number of searchers. This leads to low impressions and poor performance, ultimately wasting your resources.
  2. Conversions: A conversion occurs when a user takes the desired action of your advertisement. This will happen off of the search engine results page and on your website. For instance, if you’re running an ad in hopes of increasing swimsuit sales for your brand, a conversion would be the amount of people who see your ad and follow through with the purchase. Keeping track of the amount of impressions that lead to conversions will help you quickly identify which ads in your campaign are performing the best.
  3. Cost: “Cost per click,” or CPC, helps to most accurately determine your organization’s spending budget. Scaling ads to see how much money must be spent in order to drive the desired conversion is a great place to start. Your bid, quality score, and rank will also impact how much your nonprofit must spend. A bid is the maximum amount you’re willing to spend for a click, while quality score is a rating of ad and keyword relevancy. The rank will then determine your ad’s placement on the SERP.
  4. Click-through rate (CTR): This metric is the best way of measuring ad relevance. A high CTR means a large audience is seeing the ad, clicking it, and performing conversions. CTR is determined based on the number of clicks and impressions.

Knowing and evaluating these five important metrics will set your organization up for advertisement success.

2. Check for lost impressions.

A great way to keep track of key metrics is by organizing them in a spreadsheet separated by the hours of the day. With designated columns for clicks, impressions, CTR, conversions, and cost, your organization can clearly see at what times during the day your ads are performing most successfully. Google Analytics makes this information easily accessible by going to Reports > Predefined Reports > Time > Hour of Day.

The spreadsheet will also showcase where you’re missing the most opportunities.

For example, to check for lost impressions, you will want to reference the Search Lost IS (budget) column. Lost impressions are missed impression opportunities between you and your audience. This column will outline the potential impressions percentage that could be lost without allocating an adequate budget towards your ad campaigns. If this value is staggering, consider investing more.

If all of this math and budget talk is not really your thing, no need to worry. Google Ad Grant agencies can assist with this aspect of ad management to make sure your ads have optimal performance, with no opportunities going by the wayside.

3. Identify negative keywords.

Unlike their title, negative keywords are not inherently bad. Simply put, these are phrases your organization may not want their ads to share association with. Hypothetically, if your organization is hosting a fundraising gala, you may not want to make “gala” on its own as a keyword. What happens if people search for Met Gala photos? They will be directed to your site.

Since your organization is charged every time someone clicks on your advertisement, it is vital to exclude irrelevant search terms for your Google Ads campaigns. Failing to do so will result in your nonprofit paying money for clicks that never turn to conversions. So, when formulating your campaigns, pay attention to and exclude wasteful keywords.

Start by generating a negative keywords list. Begin by searching through the Google Ads Keyword Planner to help generate ideas of negative keywords for your organization. The Keyword Planner will provide you with a list of related terms to those keywords, along with some data on their search volume and competition. Doing individualized research of what keywords won’t serve your organization well will aid your ad campaigns in the long-run.

4. Adjust ad targeting.

As with all other types of digital marketing, targeting is an incredibly important factor when it comes to Google Ads. Having a solid understanding of the intent of your audience is essential to formulating an effective campaign. Some questions to ask yourself about your supporters include:

  • What does your ideal supporter want?
  • What does your ideal supporter look like?
  • Where does your ideal supporter live?
  • How much money do they make?
  • What are the interests of your audience?

Answering these questions and incorporating them into your ad targeting strategy will allow your organization to best predict what will lead to the highest conversions. There are many audience metrics advertisers should pay attention to when running a campaign. A few key factors are:

This graphic highlights key audience metrics for Google Ad Optimization.

  • Demographics: Target your audience based on gender, age, location, and device.
  • Affinity: Reach your target market using search and display networks.
  • Market: Display ads to individuals with a history for searching products or missions similar to yours.
  • Intent: Select keywords related to the people who engaged with similar content in the past.
  • Re-marketing: Target people who have interacted with your organization in the past, but may have not converted. Your efforts will push them towards conversions.

Paying close attention to these metrics will allow your organization to target advertisements for optimal performance.

5. Use A/B testing for the best ad copy and design.

A/B testing is a useful method for comparing and evaluating ad performance. It is a method of comparing two versions of a web page against one another to properly determine which is the optimal performer. Conducting an A/B test can help you optimize your ad copy and design, specifically concerning:

  • Your offer
  • Your headline
  • Your description
  • The url

If any of the factors listed above are inhibiting your ad performance, your organization should test them against something else. The essence of A/B is to learn the culprit of poor ad performance. An example of incorporating A/B testing into your practices would be altering headlines to see how they impact performance.

Alongside A/B testing, there are a handful of copy best practices we suggest your organization incorporate in ads, including:

  • The use of active language
  • Incorporating personal pronouns like “you”, “we”, “us”, and “our”
  • Using the words “get”, “buy”, “shop”, or “try” effectively in CTA’s
  • Focus on benefit to the potential customer; what they’re ultimately trying to achieve by using your product or service

A/B testing and proper copy formulation will boost your ad campaign success.

6. Improve your landing pages.

If an ad is performing well and getting a lot of clicks, but conversions are still low, the problem may be your landing page. Since users spend less than 15 seconds on a webpage before deciding to stay or leave, it’s essential you optimize your landing page to drive your desired conversions.

Some important components to pay attention to when it comes to your landing page include the following:

This graphic shows how to best optimize nonprofit landing pages.

  • Prioritize and update your content layout. To keep users on your site, you must ensure your content is updated. Keeping your website’s design simple and easy to navigate will increase users’ likelihood of staying on the page as well.
  • Improve the readability of your pages. Your website should be readable for everyone, regardless of device or ability. Make sure your font is easy to see, the content is broken up into skimmable sections, the background and font color are contrasted, and all writing is spell-checked and grammatically reviewed.
  • Add engaging graphics or images. A great way to break up your text is through using engaging graphics. Humans are visual learners, so providing useful images will increase their affinity towards your site.
  • Incorporate interactive or clickable elements. Using interactive or clickable elements on your site is a great way to increase visit length and drive conversions. They will help capture user’s attention and encourage interaction with your site.
  • Optimize your most popular landing pages. For many websites, the homepage is considered the most important landing page. However, that is not always the case for nonprofits. Whether it be online donation pages, event registration pages, or volunteer opportunity pages, optimizing these sections will ensure users are having a positive experience with all aspects of your website.
  • Incorporate internal links. Internal links help to encourage interaction amongst your content, as well as improve your website’s search engine optimization (SEO) quality.
  • Show credibility. As soon as a user enters your site, they will likely be searching for reasons to trust your organization over competitors. Establishing credibility will lead to increased trust with your audience. You can do so by linking to social profiles, adding awards and certifications, and includes bios of staff members.

Following these steps will allow your organization to create the best online experience for users and subsequently drive conversions.

7. Use the right tools.

A great thing about Google Ads is that there are many tools organizations can use to help manage and evaluate ad performance. These offerings will help ensure your nonprofit is optimizing its ad opportunities and not wasting valuable resources on poor performing ads.

The main optimization tools to note are:

  • Google Analytics
  • Google Keyword Planner
  • Google Ad Grant Management

In the next section we will tap into how to properly make use of each tool.

This section covers essential tools for successful Google Ads campaigns.

3 Essential Google Ads Optimization Tools

Here we will dive deeper into how the following tools can help you identify opportunities for optimization and make running google ads easier overall – a win-win!

This graphic showcases the 3 essential tools for successful Google Ads campaigns.

Google Analytics

Google Analytics allows your organization to easily track data on your Google Ads. With the valuable insight this data provides, Google Analytics is crucial to ensuring your ads are performing well. Here are some benefits Google Analytics provides:

  • The big picture. Linking your ads to Google Analytics enables you to measure performance, so your organization can compare its ad efforts to other marketing channels. You can also gain valuable insight on keywords, user behavior, and ad performance which will allow you to attain a better understanding of your customers.
  • Access to engagement metrics and reports. Google Analytics provides many useful metrics, such as bounce rate, average pageviews, and average time spent on site. Linking to Google Analytics gives access to all of these metrics and more, allowing your organization to best evaluate ad campaign success.
  • Improved Google Ads reporting. Google Analytics allows organizations to clearly see what users are doing when they arrive on their site and discover why they are shying away from converting.
  • Identify conversion-drivers. If you’re tracking several different conversions in Google Ads, it can get confusing at times. Once you have linked to Google Analytics, it is far easier to identify which keywords and ads are generating the most conversions.
  • Understand the customer journey. Google Analytics provides a well-rounded look at the customer journey, focusing on key moments that will help you edit your advertising campaigns to enhance the user experience and drive conversions.

It is evident that Google Analytics serves as an incredibly valuable resource when it comes to running an ad campaign. To optimize your Google Ad experience, consider using this tool today.

Google Keyword Planner

The Google Keyword Planner is a great tool to help you formulate your ad campaigns. When you have a solid understanding of what keywords would be best to target, you can optimize your ad spend. Google Keyword Planner allows your organization to:

  • Discover new keywords. Google Keyword Planner allows your organization to search for words or phrases related to your mission. Using this tool will unlock the keywords most relevant to your nonprofit.
  • Research keywords. The research tool gives insight into how often certain words are searched for and how those searches may have changed over time. This will help your organization to narrow down the list of keywords you really want to use.
  • Get bid estimates. The planner will provide suggested bid estimates for each keyword to help your organization properly determine its advertising budget.
  • Make your plan. Once you have identified your desired keywords, you can add them to your advertising plan with the Google Keyword Planner. When you’re ready, you can finalize your advertising plan and begin launching campaigns.

Keywords are the essence of Google Ad success. Without the right keywords for your audience, you will fail to adequately reach your target market, spread your mission, and drive conversions. Therefore, Google Keyword Planner is the perfect tool to assist in this part of the ad formulation process.

Google Ad Grants Management

Enlisting the help of a certified Ad Grant agency plays an integral role in ad campaign success. Their many services allow your organization to reach a wider audience and save money in the long-run.

For example, at Getting Attention we offer a number of Google Ad Grant management services including:

  • Google Grant Management. Tracing conversions and campaign performance is an ongoing process. Experts can assist with staying on top of reporting, while also pinpointing useful opportunities and goals for your nonprofit.
  • Creating, maintaining and optimizing ad campaigns. With effective results requiring 3-5 ongoing campaigns, having professionals there to continuously track performance and refine strategies will prove incredibly beneficial to your overall success.
  • Optimizing website content. In order to best serve the needs of your audience, your website will need refinement to account for the increase in generated traffic. Getting Attention can help keep your website in the best shape via keyword research, landing page relaunches, and more.
  • Practicing account upkeep. To avoid grant suspension due to poor account maintenance, agencies can help make sure your organization is in constant compliance with Google Grant guidelines. This will help to avoid ever having to go through the account reactivation process.

If your organization is feeling frustrated with ineffective ads, overwhelmed by how to set up those ads, and unable to effectively manage them, Ad Grant agencies are here to help you.

To learn more, request a free consultation with Getting Attention today.

This section provides additional Google Ad resources.

Wrapping Up

To make sure your nonprofit thrives, it is essential that you not only set up Google Ads, but ensure that they’re performing well over time. Although the process may seem daunting, your nonprofit is never alone!

Remember that there are several resources – such as the Google Ad Grant and Ad Grant agencies like Getting Attention – that are available to help you succeed. To learn more, contact our team today.

If you are looking to investigate further in the meantime, here are some helpful resources:

Getting Attention shares seven effective strategies for volunteer recruitment.

Volunteer Recruitment: 7 Effective Strategies

Picture this – an animal shelter with no one there to watch the puppies and kittens up for adoption, a food bank with no one there to collect donations, a crisis hotline with no one there to answer the phone. Nonprofits of all shapes and sizes rely on volunteers to keep their mission going.

While volunteers are important to mission-driven organizations, it can be difficult to find them and to hold onto the ones you do have. That’s where effective volunteer recruitment comes in.

Did you know that in 2014, 67% of people found volunteer opportunities online, compared to only 34% in 2006? This statistic barely scratches the surface of all the best info on how to recruit volunteers.

This guide will cover the following points to help your nonprofit recruit as many amazing volunteers as possible:

Ready to learn the ins and outs of volunteer recruitment? Let’s dive in.

Getting Attention is a Google Ad Grant agency that can help with volunteer recruitment.

Here are the answers to volunteer recruitment frequently asked questions.

Volunteer Recruitment: FAQ

Let’s start by covering a few of the most frequently asked questions to break this valuable topic down:

Why is volunteer recruitment important?

The importance of volunteer recruitment traces back to one central idea: volunteers are vital to keeping your nonprofit going. And recruitment is how you get your volunteers! Here are three ways your organization benefits from volunteers:

  • Volunteers will keep your organization running. Having a group of people so passionate about your cause that they will give you their time for free is a resource you shouldn’t take for granted.
  • Volunteers will save your organization money. According to DonorBox, over 100 million people in the US volunteer annually, equating to a total value of $150 billion. Time is money, so really think about how much money you’re saving with their free support.

Volunteer recruitment is important because volunteers are twice as likely to donate than other people.

How do I recruit volunteers?

So you know they’re important, but how exactly do you recruit volunteers? We cover the seven best volunteer recruitment strategies and ideas later on. For now, here’s a synopsis of how to recruit a volunteer support system:

  • Reevaluate your current volunteer program
  • Identify what you need from volunteers
  • Survey your current volunteers
  • Establish clear job descriptions
  • Clearly plan your recruitment strategy

Speaking of that last step, let’s look at why volunteer recruitment plans are necessary.

Do I need a volunteer recruitment plan?

Volunteer recruitment is important to get the attention of the limited number of volunteers out there.

The short answer is yes, your nonprofit needs a volunteer recruitment program. There are a limited number of potential volunteers out there. For best results, it’s important you have an organized, evidence-based approach to recruiting your volunteers.

According to the Bureau of Labor and Statistics, 72% of volunteers only serve one organization or cause. Make sure the cause they choose to support is your nonprofit by implementing a strategic volunteer recruitment plan to capture their attention.

Now, let’s move into actually putting together this type of plan.

Getting Attention provides five strategies on how to recruit volunteers.

How to Recruit Volunteers: 5 Steps to Get Started

Don’t get so overwhelmed by the work that volunteer recruitment requires that you don’t get a plan started. To help you out, we’ll break it down into five simple steps.

First, let’s underscore the importance of good volunteer communication throughout the entire process.

If you don’t clearly and effectively communicate with your volunteers— potential, former, and current— none of these steps will matter! Check out this guide for a more in-depth look into how to best connect with your volunteer base.

Now, let’s dive into the five steps on how to recruit volunteers:

Here are Getting Attention's five steps to volunteer recruitment.

1. Reevaluate your current volunteer program.

Begin with a close look at your current volunteer program. In order to get people to participate, you need a program that’s engaging, appreciative, and meaningful. Here’s what we mean:

  • Engaging: Is your volunteer program interactive? Do people get up close and personal with your nonprofit’s work? Are there opportunities to interact with staff and other volunteers?
  • Appreciative: Volunteers should feel valued for their contributions. There are many ways to show appreciation— a simple email, social media post, or even letter can go a long way.
  • Meaningful: Give your volunteers the opportunity to make a significant impact on your nonprofit’s mission. The more an individual feels like they’re making a positive impact, the more likely they are to return.

You can use an internal evaluation to understand the present operations of your volunteer program, but we also heavily encourage you to survey your current volunteers. They’re the people who really experience your volunteer program, and they’ll bring an outside perspective. Plus, asking for your volunteers’ opinions will show you care about what they have to say.

2. Identify your volunteer needs.

After you determine what is and isn’t working in your current volunteer program, you need to identify what type(s) of volunteers you need the most. Ask yourself these questions to articulate your nonprofit’s volunteer needs:

  • What type of organization are we? Many people choose to volunteer for organizations that align with their interests, skills, and passions. Figure out who your nonprofit’s mission appeals to.
  • What type of volunteer program do we offer? There are different types of nonprofit programs: formal, non-formal, project-based, and more. Define your volunteer program so you’ll attract people who will enjoy that type of program.
  • How many people do we need? Do you need one person to come regularly? 10 people a week in shifts? 100 people for one specific day? There’s no one set amount of volunteers, so figure out what suits your nonprofit best.

Answering those questions will be invaluable as you expertly craft your volunteer recruitment plan.

3. Give current volunteers a role.

Current volunteers who sincerely enjoy working with your nonprofit could be your best recruitment tool. Encourage them to reach out to like-minded friends and bring them along for their next volunteer shift. Since they’re familiar with the process, they can also help onboard and acclimate new volunteers.

This peer-to-peer recruiting will come in handy as a more personal recruitment strategy.

4. Formalize your job descriptions and desired skills.

Getting specific with your volunteer job descriptions is a win-win for your nonprofit and prospective volunteers: on one hand, you’ll recruit volunteers with the skill sets you need most, and on the other hand, individuals looking to volunteer will know whether or not you’re the right fit for them.

Volunteer jobs don’t necessarily have to be tasks that everyone can do. Think outside the box to what your organization could benefit from:

  • Graphic design
  • Photography
  • Writing
  • Translation
  • And more!

You won’t get what you don’t ask for, so be sure to include skills you’d love to see in your volunteers for the best recruitment results.

5. Determine your recruitment strategies.

After carefully considering all the information you’ve gathered in the above steps, establish a clear and organized strategy for your volunteer recruitment.

Need ideas for specific strategies to recruit volunteers? Read on for seven of the best volunteer recruitment strategies out there.

Here are seven ideas to inspire your volunteer recruitment plan.

7 Volunteer Recruitment Strategies and Ideas

There’s no one way to successfully recruit volunteers. Actually, the possibilities are endless when it comes to volunteer recruitment strategies. That may seem daunting, but instead, think of it as exciting.

We’ve provided seven of the top ways to recruit quality volunteers. Consider this your nonprofit’s go-to guide for volunteer recruitment strategy inspiration:

School partnerships are an effective volunteer recruitment strategy.

Establish a school partnership.

Over one in four college students and teenagers volunteer with nonprofits. Reach out to local middle and high schools, as well as colleges and universities in your area to recruit this age group for your organization.

College students are a crucial component of volunteer recruitment.

Many schools encourage students to volunteer by offering awards to students who reach a certain amount of service hours. Volunteering also gives students an opportunity to build their résumés for college and job applications, make valuable connections, and balance out their academic responsibilities.

To spread the word, schools could post flyers about your volunteer program, include a pitch for it in their email newsletter, or even set up a time for representatives from your nonprofit to visit classes and encourage students to get involved.

Overall, establishing a partnership with an academic institution is a great way to reach a young audience of potential volunteers, and hopefully, build a strong volunteer base for years to come.

Social media is an important part of volunteer recruitment.

Use social media for promotion.

Social media is a great way to reach a lot of people without having to spend much money. Get creative with your Instagram, Twitter, and Facebook pages to let potential volunteers see how fun it is to work with your organization.

Here are just a few ideas for how to promote your volunteer program on social media:

  • Go “behind the scenes.” Give everyone a glimpse into what a day looks like at your nonprofit. Show people the meaningful work they get to be a part of if they volunteer with you.
  • Post volunteer testimonials. Get some great action shots of your most dedicated volunteers and ask them for a quote about why they love what they do. Then, post the picture with their quote as the caption to illustrate how happy your volunteers are.
  • Let people do an account “takeover.” This tactic could be a day-in-the-life for one of your volunteers. Everyone watching will get an idea of what it means to volunteer with your nonprofit, and hopefully want to get in on the action.

In the digital world we live in, social media is a no-brainer way to reach a large group when it comes to volunteer recruitment.

Recent donors are a valuable part of volunteer recruitment.

Reach out to recent donors.

It’s likely that at least some individuals who go out of their way to give money to your organization will be willing to give their time as well.

Reach out to recent first-time donors to thank them for their contribution, and let them know there are more ways to get involved if they want to. Also, reach out to one-time donors to let them know about your volunteer opportunities—  they may not have the financial means to donate regularly but could offer their time.

According to the Bureau of Labor and Statistics, people between the ages 35 and 54 are most likely to volunteer their time with nonprofits. Consider segmenting your donor database and reaching out to this group, among others, who would be most likely to participate in a volunteer program.

Corporate partnerships are a crucial part of volunteer recruitment.

Cultivate corporate partnerships.

Leverage corporate volunteer grant programs as part of your volunteer recruitment plan.

Corporate philanthropy is another excellent avenue for volunteer recruitment. By reaching out to a business and forming a relationship with them, you’re opening the door to them supporting your nonprofit in a number of ways. For example, they could encourage their employees to volunteer with your organization.

Another way they could support you is through a volunteer grant. Volunteer grants are financial support that companies give to nonprofits where their employees regularly volunteer. 40% of Fortune 500 companies offer volunteer grant programs, so they’re pretty common.

Want to uncover what the most promising corporate partnership leads are for your nonprofit? Consider performing an employer append on your donor database to see what employers you already have strong connections to.

Past volunteers are a great volunteer recruitment resource.

Contact past volunteers.

It’s possible that your organization has lost volunteers over the years. Just because they stopped volunteering for now doesn’t mean they have stopped forever. Reach out to them to try and re-recruit them to your organization!

After you revamp your volunteer program, you can send them an email detailing what the new and improved system is like and encourage them to return.

You could also ask for their feedback at the start of the process and include them in your volunteer survey. Their feedback may be more valuable than current volunteers because you can figure out what about your program, if anything, pushed them to stop volunteering.

Check out this guide on volunteer management for the best ways to keep current volunteers around.

Advertising is a valuable component of volunteer recruitment.

Advertise your open positions.

Potential volunteers won’t know they could work with your nonprofit if you don’t actively promote your open positions. Advertise what opportunities your organization has for people to get involved.

A fantastic, cost-effective way for nonprofits to advertise is the Google Ad Grants program. Google Grants is a nonprofit marketing grant program that gives nonprofits $10,000 a month in AdWord credits. Eligible charitable organizations can use these funds to drive their name and mission to the top of Google search results for relevant niche audiences.

In terms of volunteer recruitment, you could use this grant to target potential volunteers with advertisements of your open volunteer positions. To learn more about this program and determine if your nonprofit is eligible, use our comprehensive eligibility guide.

Interested in Google Ad Grants, but not sure where to start? Getting Attention is a certified Google Ad Grant agency, and we can help you get started.

Strengthen your website as part of your volunteer recruitment plan.

Create a robust volunteer page on your website.

Here are some ideas for things you should include on this page:

Here are four elements to include on your nonprofit website for successful volunteer recruitment.

  • Description of open opportunities
  • A link to the signup sheet
  • An FAQ list
  • Photos of volunteers in action
  • Contact info to reach out to with questions

Make it as easy as possible for individuals to learn how to volunteer with your organization. The easier and more accessible the process is, the more success you’ll have with volunteer recruitment.

Now that you have the best strategies and ideas in your volunteer recruitment toolbox, you’re all set to gather the best group of volunteers for your nonprofit.

Getting Attention concludes its piece on volunteer recruitment.

Wrapping Up

Recruiting high-quality volunteers to support your nonprofit’s mission is essential to your nonprofit’s success. Luckily, there are a number of tips, tricks, and strategies for you to use when creating a volunteer recruitment plan.

Before we go, here are three additional resources to help you in your nonprofit marketing journey:

Getting Attention is a Google Ad Grant agency that can help with volunteer recruitment.

Nonprofit Videos We Love: 8 Inspirational Videos

In comparison to other marketing mediums, videos reign most powerful in conveying your nonprofit’s message to audiences. With the ability to reel your audience in, videos are a captivating tool worth utilizing.

Here at Getting Attention, we have witnessed the impact that quality video production can have on campaign efforts. As an agency that specializes in nonprofit marketing tools, we are here to outline the tips and tricks of optimizing your video content. To ensure your marketing is effective, follow along as we unlock the keys to nonprofit video.

In this comprehensive guide to nonprofit videos, we’ll cover the following topics:

Prepare to learn all the essentials to nonprofit video marketing and how you can best set your organization up for success in generating video content.

This image directs consumers to a free consultation with Getting Attention.

This section covers what a nonprofit video is and why they are useful.

What is a nonprofit video?

Nonprofit video refers to the use of video as a marketing tactic to amplify an organization’s mission, solicit donations, and attract supporters. From short videos to longer videos, many nonprofits have found success in using video format to promote campaigns, events, and boost their overall missions.

There are a number of ways nonprofits can disseminate their video content. Some popular platforms for video use include:

  • Social media posts. This could mean a permanent post on your feed or just a story highlight. Keep up with the trends by using videos to disseminate the same messaging you would use in graphics and captions.
  • Nonprofit website. Your website serves as a prime location for housing any video content your organization produces. From testimonial pages to campaign highlights, videos are a great way to provide a more comprehensive and engaging overview of your organization for website visitors.
  • Email content. Videos can enhance email content and compel recipients to take further action. Some ways to use video marketing in email include:
      • An event invitation with an embedded video teaser.
      • A video testimonial to show direct impact to donors.

    In utilizing video within each of these mediums, audiences are able to gain a better feel of your organization and subsequently, are more likely to express support.

    This section discusses the importance of videos for nonprofit marketing.

Why do nonprofits need video?

Videos help bring forward various marketing elements that would otherwise be difficult to highlight. Some key components include:

This graphic highlights the three main benefits demonstrated when using videos for nonprofit marketing.

  • Authenticity. Showcasing who your nonprofit really is.
  • Personability. Putting a face to the names your audience sees across other platforms.
  • Demonstration of impact. Because humans are often visual learners, outlining your organization’s impact through video will provide a whole new meaning to the data you present.

You may be wondering, what makes nonprofit video marketing so valuable? Here are a few reasons, supported by statistics drawn from the piece linked above:

This graphic showcases why videos are valuable for nonprofit marketing.

  • Video content is easier to process. Humans process visual content 60,000 times faster than written content. Videos are a great method for educating your audience or explaining your point of view.
  • Videos are more effective for inspiring action. There is a correlation between video content and evoking emotion and promoting action. Messages conveyed through videos are much harder to emulate with a photo or paragraph description.
  • Videos are more shareable. 92% of consumers on mobile devices will share videos with others. Video content is a great way to reach wider audiences. There is an increased likelihood that viewers will pass it onto friends and family.
  • Videos are more entertaining. In comparison to other visual or written content, videos are proven to keep audiences listening to what your organization has to say. In fact, 60% of people report that video is a medium they consume quite thoroughly, unlike images which they might scroll through or skim past.

Regardless of the ways you choose to incorporate video content into your marketing plans, the benefits they provide cannot be ignored. Now that you have a better understanding of the opportunities for videos to enhance your organization, let’s discuss how to make successful video content.

This section covers how to make a nonprofit video.

How to make a nonprofit video

Not all video content is automatically successful. Videos must be crafted with a clear purpose to convey clear messages to your audience.

Just like developing a general marketing plan, your video marketing endeavors must start with the following: an overview of your organization, an overview of the intended audience, and a clear plan for the execution of message communication. Let’s break these down further.

This section describes how to properly provide an overview of your organization through video.

Overview of Organization

In order to plan your video marketing content, you must develop a comprehensive overview of your organization to garner the best idea of what you are trying to achieve. Some components to include are:

This graphic shows the important factors of your organization to cover over video.

  • Mission statement: Summarize why your organization exists, the audience you intend to serve, and how you will serve them. Clarify a sense of direction for your team members and remind supporters of the overarching purpose of your organization.
  • Key stakeholders and nonprofit staff structure: Stakeholders include both internal and external members, from program directors, to donors and volunteers. It is important that your entire organization has knowledge of important team members as well as how they all work together. This way, if anyone has a concern to address they will know exactly where to go.
  • Goals: Outline long-term and short-term goals. In this instance, how will the use of video marketing help you to reach those goals?
  • Priorities: Rank your goals in order of priority to create the most accurate plan and best approach for your organization.

By outlining these key considerations, it will be easier to formulate a video marketing plan that will accomplish your organization’s goals.

This section covers which audiences to focus on in videos.

Overview of Audience

The audience is the next key component to address when creating your video marketing plan. After all, the audience response to your video content will allow you to best gauge its success. To tailor your messaging for optimal results, take the following factors into consideration:

  • Current audience. What types of people currently support and look to your organization? Look at your nonprofit database and determine if there are any commonalities among audiences. List the types of people and entities that consistently donate and support your organization.
  • Target audience. For each campaign, you should have a specific audience you want to reach. This can include new donors, existing donors, lapsed donors, major donors, and more.

Painting a clear picture of the audience you are currently reaching and that in which you want to reach will allow your organization to create effective video content that caters to both.

This section covers how to form proper communication messaging in videos.

Messaging and Communication Plan

The ideas you wish to spread will fail to go anywhere unless they are communicated properly. For that reason, it is important your organization includes a clear outline of its messaging and communication intentions in your video marketing plan. Examples of things to include are:

  • Language and tone. Make sure your language and tone makes sense to both your mission and your audience. Don’t change one to gain traction with the other. Consider including some common phrasing or word choices in your plan to make it easier for your marketing team to understand and execute.
  • Tactics and marketing channels. Which marketing channels will you use for your campaign? In this case, you would highlight video marketing. This can be done through various channels, such as television and social media.
  • Reporting and analytics methods. Your organization must have an effective way to track performance. Make sure you have reporting analytics set up so that you can follow your campaign’s success and learn from any obstacles.

By including a thorough description of each of these components within your video marketing plan, you can set your nonprofit up for success in upcoming campaigns. For many organizations, the primary concern for creating video content stems from budgetary restrictions. We outlined a few tips and tricks to get you started with video marketing on a budget.

This section discusses getting started with nonprofit video production on a budget.

How to Get Start with Video Marketing on a Budget

The first step to creating video content is asking: how will I turn my vision for content into a reality? When answering this question, your mind may wander to some extravagant solutions. However, the most important thing to understand about video content is that you do not need a massive marketing budget in order to be successful!

For instance, if you have a new iPhone or another high-quality smartphone, you already have access to a camera that shoots video in 4K resolution. This will allow you to generate content of both quality and clarity. Many other pieces of necessary equipment can be rented inexpensively instead of purchased, thereby saving your organization even more money.

If you have been shying away from video content due to budgetary concerns, fear no more! Your organization can produce videos while still keeping the budget intact.

This section covers the elements that make a nonprofit video good.

What makes a nonprofit video good?

Now down to the nitty gritty of what makes a nonprofit video effective. See3 Communications founder Michael Hoffman outlines 8 key steps for taking your nonprofit to the next level through utilizing video:

This checklist outlines the key factors to focus on when making nonprofit videos.

  1. Integrate video into the culture and operations of your organization.
  2. Shift your mindset into thinking of video as a storytelling method.
  3. Adopt video creation now.
  4. Take a more deliberate approach to building skills, metrics, comfort level and more.
  5. Make video creation a regular practice and find ways to integrate video into existing projects.
  6. Start with a low-commitment video project to get your feet wet in the video creation sphere.
  7. Post your videos on social media channels.
  8. Use your initial project to jumpstart future ones and form video-making habits.

By following these 8 important steps, your nonprofit can evolve into a video-dominant organization.

This section tells readers how they can use nonprofit video marketing.

How do nonprofit videos fit into your marketing strategy?

Video content cannot be generated through a one-size-fits-all approach. In fact, there are several different categories of video that allow your organization to effectively deliver the intended message. The various types of video marketing include:

This graphic outlines the types of nonprofit video marketing.

  • Explainer Videos that Share Your Mission. Explainer videos are a great opportunity to introduce your nonprofit to the world. With these videos, your organization should focus on two core elements:your mission and why it is so important to you, what type of impact you hope to make on the world. Explainer videos do not have to be over-the-top. They can be as simple as putting together a few slides in PowerPoint. These videos are usually 30-90 seconds long, which translates to a script of around 150-200 words— not a huge commitment!
  • “Meet The Team” Videos that Share Your ValuesThese types of videos provide the perfect opportunity to share your values with your audience and put a face to the people helping your cause. “Meet The Team” videos help showcase your organization in an intimate way while simultaneously putting your personality on display.
  • “Behind The Scenes” Videos that Pull Back The Curtain. These videos are a great way to showcase your nonprofit’s personality in a slightly more intimate and less polished way. They are great for social media engagement and quite easy and cheap to produce. A good example of this would be recording content at events. You can then piece it together to provide your audience with a more comprehensive look at what your organization is really up to!
  • Testimonial Videos that Show Your Nonprofit’s Impact. These types of videos are always effective, especially because they’re often very emotional. Letting community members tell their own story is a great method for displaying impact. Viewers can see the look on their face and feel the emotion in their voice, driving the point more than words alone could.
  • Interview Videos that Build Trust and AuthorityThis video category accomplishes two goals at the same time. First, it further educates your audience about important topics that matter. Then, it establishes your nonprofit  as an authority, building a substantial degree of trust.Interviews are naturally compelling, and they are also an intimate way to showcase what your organization does.
  • Personalized Video Emails that Take The Time To Inspire Action. These videos don’t just inspire someone to take action by volunteering or sending a check in the mail. They allow you to show someone how much their support truly means to you. Like many other methods, these videos help put a face to the nonprofit you represent.

After outlining the intentions behind your videos in your marketing plan, consider the types of videos listed above to decide which would be best for articulating your chosen message. Each video type presents benefits that extend beyond what words or still-graphics alone can accomplish, so be intentional with your decision and prepare to be amazed at the successes it will provide.

This section covers the 4 best nonprofit marketing video tactics.

4 Best Nonprofit Video Tactics to Inspire Your Organization

One of the major keys to what makes video content so useful is its ability to play to its viewers emotions. There are various tactics your organization can employ to use the art of human emotion to your advantage. Let’s see what they are!

This graphic highlights the steps in making a good nonprofit marketing video.

This section discusses the first tactic of tugging on the heartstrings.

Tug on the heartstrings

Human beings are driven by emotions. Using the tactic of “tugging on the heartstrings” is a favored strategy from nonprofits to elicit audience response. Some publications have even referred to this process as “sadvertising”.

Invoking these negative emotions from viewers can help build a positive response from audiences. These strong emotions push people to take action. Here are some campaigns which employed this tactic successfully:

  • Bliss Baby Charity. With a fun storyline and bold colors, this video campaign hooks viewers. The reason behind the campaign however really plays to the emotions of the audience. Bliss Baby Charity champions the right for every baby born prematurely or born sick to receive the best care.
  • Love146. In their video, Family Changes the Situation, Love146 uses a mix of animation, typography, and live-action footage to tell their story. This inspirational story comes straight from the founder, with this personal approach working quite effectively for an emotional appeal. It sparks a connection between the viewer and the brand and encourages trust and loyalty.

Although it may feel manipulative to have your video content play to humans’ emotions like this, they really are the best way to inspire action.

This section discusses the second tactic of making videos relatable.

Make it relatable

Another way to make your content effective is to make it relatable. In order to raise donations, charities need to explain exactly what they are doing, why they are doing it, and who they are benefitting. To accomplish this, some nonprofit organizations choose to make their videos as relatable as possible to potential donors. Some organizations who utilize this tactic include:

  • Alzheimer’s Society UK. Alzheimer’s Society UK chose to highlight Christmas in their video— the holiday that goes hand-in-hand with giving. By using Christmas and the story of Santa Claus to make Alzheimer’s more relatable to viewers, this organization created a touching video that strikes a chord with the wide audience of those who have been impacted by the disease.
  • Cystic Fibrosis Trust. By highlighting a couple that appears to be the average pair—going on dates, getting married, and having a baby—this video is far more relatable to audiences than your average campaign. The video gives viewers a glimpse of what it would be like for life to be uprooted by cystic fibrosis. By showing the reality of what it is like for parents tending to a child with this disease, the video leaves audiences with an empowering message that prompts them to take action.

Making your content relatable to your audience is one of the best ways to appeal to them.

This section discusses the third tactic of using video to inspire and inform audiences.

Inspire and inform

Inspiration is power. It is what pushes us to achieve the unimaginable.

However, inspiration proves useless when there is no information to back it up. If your organization uses this tactic, you must provide audiences with the information necessary to take action. This can be through making donations, purchasing a product, or signing up for an event.

Organizations that use video to inspire and inform include:

  • Education and Employers. The video for the Education and Employers #redrawthebalance campaign shows three teachers asking children to draw different professional characters: a surgeon, a fighter pilot, and a firefighter. As expected, the children instinctively draw these characters as men. To their surprise, the teachers really were these individuals: a surgeon, fighter pilot, and firefighter. The state of shock in which the characters and viewers are left in is made to empower viewers to rid society of gender stereotypes.
  • First Descents. The video begins on a very informative note, using statistics to show people what it is like for a real family to live without clean drinking water. This is used as a tactic to help people contextualize what this scenario would look like. The video later takes a turn to inspire viewers, detailing how much change can be made in providing clean water just through a simple donation.

By inspiring viewers to want to take action and then providing them with the proper resources to act, your organization can reap high conversions in its campaign process.

This section discusses the fourth tactic of not taking your organization too seriously.

Don’t take yourself too seriously

Although the topic of many nonprofit organizations is serious, it is acceptable to utilize humor as a tactic for appealing to an audience. In fact, it can be highly beneficial.

Humorous videos are more memorable, and according to a recent study, “making people laugh” was identified as a top personal motivator for sharing content. As we know, sharing is directly correlated to increasing brand awareness. Some examples of this tactic include:

  • Prostate Cancer UK. The role reversal of the father and the son in this video gets a serious message across in a more light-hearted way. Prostate Cancer UK needed to get people talking about something that makes most men uncomfortable, so they decided to use humor as a way to break the ice. With the tagline “It’s time to grow up” displayed at the end of the video, it helps motivate people to overcome this situation they try to avoid.
  • Mama Hope. This video makes fun of Hollywood stereotypes of African men. It incorporates clips from famous movies that viewers would know and offers a perspective shift. This video supports a feel-good vibe by showing those on the receiving end of these stereotypes making light of what many may find damaging.

In providing comedic relief to some very non-comedic situations, organizations can help bring people joy during dark times. People will appreciate this, and hopefully provide support to your nonprofit in the future.

If you are interested in learning more ways in which video content can take your nonprofit to the next level, we have included some additional resources you are search to:

  • Practice Makes Progress—Into Focus Nonprofit Video Guide. This article outlines some great tips and tricks for elevating your video-making practices. Implementing these suggestions into your organization can help further boost your video skills.
  • A 2021 Guide to Nonprofit Marketing. Video marketing is just one way to benefit your nonprofit organization. If you want to discover it further, or learn more about other marketing methods, read this article to learn more!
  • The Ultimate Guide to Marketing Grants For Nonprofits. Marketing efforts can be exhaustive on your budget. Trust me, we get it. That is why marketing grants exist for organizations like yours, helping to elevate your marketing efforts at no cost of your own. This article is here to tell you all about grants, while Getting Attention is here to help you manage them!


This graphic links to help from nonprofit marketing professionals at Getting Attention.

Learn how nonprofits optimize Google Grant accounts.

How to Optimize a Google Grant Account: 7 Top Tips

Many nonprofits are missing out on the great opportunities the Google Ad Grants program provides, which offers eligible nonprofits $10,000 per month in AdWords spending.

The steps taken after receiving a Google Ad Grant are just as important as the application process. Managing and maintaining an optimal account is essential to ensure your account is not suspended or revoked. This also helps you maximize your $10,000 budget and the number of conversions made in response to your ads.

At Getting Attention, we specialize in helping nonprofits optimize their Google Grant accounts. We’ve compiled our knowledge of Google Grant optimization into the following three points:

Ready to learn more about getting the most out of your Google Grant account? Let’s get started.

If you need help managing your Google Ad Grants account, contact Getting Attention.

These are 7 Google Grant Management mistakes.

Common Google Grant Management Mistakes

Mistakes can happen, especially in the confusing world of Google Grant management.

Whether you are a seasoned Google Grant user or a beginner, there are many factors that can contribute to management mistakes. Confusion or unfamiliarity with Google’s Ad Grant policies can result in an unknowing violation of Google’s guidelines. Conversely, you may not be up to speed on the current, rapidly-evolving Google landscape.

Whatever the reason, management mistakes are bound to happen. What matters is that you are aware of them and strive for improvement. With that in mind, let’s cover the top management mistakes that you should aim to avoid.

Failing to follow Google Ad Grant policies is a common Google Grant management mistake.

1. Failing to Follow Google Ad Grant Policies

Google Ad Grants policies are a set of rules you must follow to maintain your status in the Google Ad Grant program. These policies include guidelines for your account as well as the ads you run. Following these rules is imperative, as failing to do so can result in suspension or loss of the grant.

Account requirements focus on the main parts of your account, such as how many ads are in each ad group. Ad requirements are more specific and dictate things like minimum monthly click-through rates or the types of keywords you can use. You could be jeopardizing your grant account by making a mistake as simple as using single-word keywords.

We’ll cover how to follow Google policies later in this guide.

Using broad keywords is a mistake in Google Ad Grants management.

2. Using Broad Keywords

Another common mistake in Google Grant management is relying on broad or generic keywords. A common misconception is that tracking broad keywords will yield better results. However, short, generic keywords like “fundraising” lack the specificity your ads need to be effective.

One of the challenges these keywords cause is a violation of Google’s Ad Grants policies. The guidelines specifically ban the use of single-word keywords and overly generic keywords. While it may be tempting to capitalize on a broad search term, the consequences of violating Google’s guidelines far outweigh the benefits of those keywords.

Using dirty keyword data is an example of a Google Ad Grant management mistake.

3. Using Dirty Keyword Data

Cleaning your keyword data is a process that involves pausing or removing irrelevant or low-quality keywords.

Some nonprofits fail to clean their keyword data. Cluttered or dirty keyword data can limit the efficiency and accuracy of your ad campaigns and hold you back from making important discoveries. For starters, some of the keywords you target will not be relevant year-round. Seasonal keywords or those related to specific events do not need to be tracked outside of those time frames.

Additionally, low-quality keywords may not be serving your campaign in a positive way, and they can add clutter to your data. Google assigns a quality score to keywords, and scores below 3 are considered poor quality. Not only is it against Google’s policies to use these keywords, but it is against your best interests. Targeting low quality keywords is a waste of your limited ad budget.

Using keywords with a quality score or 3 or more and removing irrelevant keywords helps your ads efficiently target supporters.

A common Google Grant management mistake is featuring 1 ad per group.

4. Featuring Just 1 Ad Per Group

Nonprofits often make the mistake of featuring only one ad in each ad group. Within Google Grants, individual ads are organized into groups that fall under broader campaigns.

Let’s say your nonprofit is running an ad campaign focused on increasing sign-ups for a newsletter. You target the appropriate keywords, follow all Google Grant policies, and create multiple ad groups, but the ad’s performance falls flat.

Even if you follow every other step, using only one ad per group is not a viable strategy for a successful ad campaign. Using one ad is a violation of Google Grant guidelines, so your account could be suspended or removed. Single ads also do not allow nonprofits to analyze performance across different ads. This can result in missing opportunities for growth and learning what works.

Providing a poor user experience is a mistake made in Google Grants management.

5. Providing a Poor User Experience

We have all had poor user experiences of some kind, so it is easy to know firsthand how frustrating they can be. In the context of Google Ads, a poor user experience means that your ads’ call to action and linked landing page do not align. It can be confusing for viewers when they click on an ad urging them to join an email list but instead are directed to an online donation page.

This is a mistake that can frustrate potential supporters and deter them from engaging in the behavior you want from them. This loss of potential conversions stems from a lack of clarity in your call to action.

Your supporters shouldn’t have a hard time doing what you are asking of them.

Neglecting your webpage is a common Google Grant management mistake.

6. Neglecting Your Webpage

Webpages play a key role in marketing your mission. You can use them to your organization’s advantage by compiling all of your resources, content, and marketing material in one convenient location. However, a neglected webpage could do more harm than good.

Here are a few of the most common webpage issues:

  • Keywords are not featured on the landing page.
  • The website is difficult to navigate.
  • There is a lack of rich, engaging content.
  • The branding is inconsistent.
  • There are technological issues like broken links.

Issues like these can repel potential supporters by making it hard for them to figure out how to answer your call to action. For example, if users follow your ad and have a bad site experience, the ad does not result in conversions. Your nonprofit also loses a potential supporter to poor website performance.

Forgetting about geography is a mistake made in Google Grants management.

7. Forgetting About Geography

Some organizations forget to target ads geographically. This refers to limiting where ads are displayed based on location. Typically, the location chosen depends on where supporters are likely to reside or where the nonprofit operates from.

Failing to target ads geographically can reduce the effectiveness of Google Grant ads. Targeting large areas that may or may not contain potential supporters is not the best way to optimize your $10,000 budget. There is no point in targeting people who live in Texas if your organization serves Oregon.

Selecting a geographically-relevant area to target your ads will boost meaningful conversions and increase local supporters.

These are 7 tips for Google Grants optimization.

How to Optimize a Google Grant Account: 7 Top Tips

Optimizing your Google Grant account should be at the top of your to-do list. Maintaining your account can help you get the most out of the program.

Using the allotted $10,000 efficiently can boost positive results by increasing high-quality traffic to your organization’s webpage. This traffic holds potential for fulfilling and meaningful conversions, like donations and event registrations.

If you’re struggling with any of the challenges from the previous section or are simply looking for ways to elevate your already-successful digital campaign higher, continue reading for our top optimization tips.

The first tip for optimizing a Google Grant is following all guidelines.

1. Follow all Google Ad Grant guidelines.

The Google Ad Grant Guidelines are an important resource to ensure your account isn’t suspended or removed from the program. Stay up-to-date with these requirements in case Google makes any important changes. Brushing up on the rules can also benefit you as Google drops a few helpful hints and tips along with the guidelines.

These rules are divided into two parts— account structure guidelines and ad guidelines.

Account structure guidelines apply to the overarching structures of your account, like your ad groups. To remain compliant, you must:

  • Have 2 ads per group: You’ll want to sort targeted keywords into themed ad groups that fall under broader campaigns. If you create a campaign based on volunteering, the groups should be something more specific like “volunteering for animals”. Within the “volunteering for animals” group, there must be at least two ads.
  • Have at least 2 ad groups per campaign: After creating ad groups, you will need to sort them into campaigns. Each campaign must feature at least two of these more specific ad groups. Google recommends that the ad groups relevant keywords that align with the ads and landing pages they are tied to.
  • Have at least 2 sitelink ad extensions: Sitelinks are usually situated below ads, and they provide additional options for users to click. Typically, these include any other pages relevant to the ad and links to donate.
  • Respond to program survey: The Google Grants program runs an annual survey each year. To remain in the program, all accounts are required to complete the survey. While Google should send an email about the survey when you create your account, it can be found online as well.

Ad guidelines dictate how you track your ads performance and define performance requirements. To remain compliant, you must:

  • Avoid single-word keywords unless they are covered on this list. Google bans any single-word keywords that are not included on their list of exemptions. This means that targeting words like “fundraiser” is not allowed.
  • Avoid generic keywords. Generic or broad keywords are also prohibited per Google Grant guidelines. Words like “books” or “current news” are too broad. Google recommends targeting words that are specific to your nonprofit’s mission.
  • Avoid keywords with a quality score lower than 3. Google scores keywords on a scale of 1 to 10 based on their quality. Keywords that receive a score of 1 or 2 are considered very low quality and are not permitted for targeting. These keywords must be paused until their score increases or removed.
  • Maintain a 5% click through rate each month. Click through rate (CTR) refers to how many users click on your ad to the linking landing page. Each month, at least 5% of users who view your ads must click through to the landing page.
  • Employ accurate conversion tracking. Conversions are actions from users in response to your ad. This can include clicking the ad, signing up for an email list, or making a donation. Accurate conversion tracking means that your nonprofit should report at least 1 conversion per month. More instructions for setting up conversion tracking can be found here.

While this list is not exhaustive, it is a good starting point for maintaining compliance with Google’s guidelines. Reference the official guidelines when checking on your account.

The second tip for optimizing a Google Grant is using effective keywords.

2. Create a list of effective keywords.

To get the most out of your Google Ads account, you want a list of keywords that meet your nonprofit’s needs. Using keywords that are relevant and specific to your organization is a good place to start, but make sure you keep Google guidelines in mind.

An easy, and important, tip to remember is to avoid using generic or single-word keywords like “volunteers” or “animal shelter”. Not only is this banned by Google, but your nonprofit will probably not be the top bidder for broad search terms. Instead, try using long-tail keywords such as “volunteering at local animal shelters”. These keywords involve multi-word phrases and are more specific than the vague, single-word keywords.

Next, target keywords based on both time and geography. These keywords could relate to holidays like “Christmas gift drive” or to location-specific events like “clothing donation centers in Boston”. Some keywords are seasonal, so focus more attention on them when they are relevant. When dealing with different locations, try picking out regional differences in your keywords and target them accordingly.

Finally, remember to clean up your keyword list regularly. Pause any seasonal terms like “Thanksgiving food donations” when they are not relevant, and remove low-quality keywords that do not serve your account. Keeping your keyword lists free of clutter is a great way to ensure a faster and easier analysis.

The third tip for optimizing a Google Grant is tracking conversions.

3. Track your conversions.

For many nonprofits, conversions are the goal of their ads. Conversions are a measure of how many people take a desired action after seeing your ad, such as making a donation, registering for an event, or signing up to volunteer.

Here are a few best practices for conversion tracking:

  • Track conversions that are meaningful to your organization. While Google analytics offers different options for conversion tracking, focus on those that meet your goals as a nonprofit. For example, you might track registrations for your upcoming annual gala or donations made during your year-end giving campaign.
  • Set up goals in Google Analytics. Setting up goals in Google Analytics can help you see what impacts the conversion performance of your ads. In addition to enhancing conversion performance, Google Grants requires accounts to set up goals.
  • Take note of which ads are best at leading to conversions. Experiment with the style and wording of your ads to analyze which ones yield the most conversions. From there, you can improve future ads to ensure the best performance from your campaigns.

Google requires Google Ad Grants accounts to track their conversions if applicable. To do so, set up an account within Google Analytics. Click here for instructions for setting up an account.

The fourth tip for optimizing Google Grants is maintain your website.

4. Keep your webpage up to date.

Because your Google Ads will be directing visitors to your nonprofit’s website, it is important to make it easy to use.

Like with most other aspects of the Google Ad Grants program, there are specific rules you should follow when it comes to running a website related to your campaign. Follow the rules below to ensure your website adheres to Google’s guidelines:

  • Your nonprofit must own the domain. Your nonprofit must own the rights to landing pages linked in your ads. If this landing page is a donation hosting service, it must belong to one of these pre-approved sites.
  • Your nonprofit must add any additional domains to your account. If you plan to link to other owned domains with Google Grant ads, add them to your account first. This way, Google is aware that your nonprofit owns these domains. Click here to add a new domain.
  • Your organization must maintain the account. Any domains used must be high-quality webpages. Valuable webpages have several important factors that we’ll cover in the next section.
  • Your organization should avoid any commercial activity that does not align with your mission. Commercial activity like selling products, services, or consultations is prohibited. Limited commercial activity is allowed provided it aligns with your mission. Acceptable forms of commercial activity include selling a product as a fundraising tool for a specific purpose.

Beyond those guidelines required by Google, you also want to ensure your webpages are valuable for the end user. Here are a few optimization tips for a valuable webpage:

  • Include high search-volume keywords on the page. Search-volume is a metric used to measure how many searches certain keywords received. Those with a high-volume are searched often. Feature these keywords on your webpage to boost their SEO performance.
  • Use only one focus per page. Avoid including multiple concepts on one page of your website. For example, there should be two separate pages for your nonprofit’s mission and volunteer opportunities.
  • Feature content that is interesting and engaging. Highlight the most exciting aspects of your organization on its webpage. Interesting content makes users more inclined to stick around and even explore other pages on the site.
  • Demonstrate a clear call to action. Showcase a clear call to action on your website. Whether it be making a donation or signing up to volunteer at an event, make the request loud and clear. Additionally, ensure that this call to action aligns with the ad the page is linked to.
  • Make the website accessible for different devices. Your website should be both desktop and mobile friendly. You want users to be able to navigate your website no matter how they access it. You never know when someone may click an ad, and having a webpage that doesn’t function on a cell phone could be a turn off.

This guide can be a helpful tool as you begin your journey to maintaining a functional, updated website. Make sure to follow Google’s guidelines along with our top tips for a marketable website.

The fifth tip for optimizing a Google Grant is creating high-quality ads.

5. Produce high-quality ads.

It can be easy to get lost in all of the account optimization needs. But don’t forget the reason behind all of it— the ads!

There are several best practices to keep in mind when creating ads for your Google Ad Grants account. Here are a few to get you started:

  • Have 3 – 5 ads per group. While Google only requires 2 ads per ad group, we recommend using at least 3. Try to create variety in these ads so that you can experiment with different targeting approaches.
  • Use relevant keywords. It’s no mystery that you should choose keywords that are relevant, but make sure they are tailored to your nonprofit’s mission.
  • Use short sentences with clear language. Try not to confuse viewers. Making your ads simple and scannable yields the best results.
  • Highlight what is special about your nonprofit. Try to stand out in the sea of ads your viewers see each day. Avoid blending in by saying what is interesting about your organization.

Producing high-quality ads can seem overwhelming, but it doesn’t have to be. Keep these tips in mind as a way to steer the choices your nonprofit makes when creating ads.

The sixth tip for optimizing a Google Grant is targeting by location.

6. Target ads based on location.

Targeting ads based on location helps you streamline your message to address smaller regions in which your supporters are most likely to reside.

Begin by narrowing down your target audience. Geo-targeting should be focused specifically in areas that your nonprofit serves. For example, if your nonprofit operates out of New York, ads that appear in Atlanta won’t be very effective.

Make your ads more effective by targeting them to locations where potential and current donors live. This is the most promising route for ads that yield high conversions.

The seventh step for optimizing a Google Grant is working with an agency.

7. Work with a Google Ad Grant agency.

Working with a Google Ad Grant agency can take some of the weight off of your shoulders when it comes to optimizing your account. These organizations are uniquely tailored to help you run your Google Ad Grants account as efficiently as possible.

Getting Attention is a great organization to consider for all of your Google Ad Grants needs. With our full range of services like Google Grant Application and Google Grant Hygiene, we can make the process simple and easy to understand. Our services include:

  • Google Grant Applications: The Google Grant application process can be intimidating. The experts at Getting Attention are here to help guide you through the process and make sure your account is accepted.
  • Google Grant Hygiene: Data is a crucial element of optimizing your Google Grant experience. Getting Attention is fully equipped to help you clean up your data and make analysis more efficient. Whether you need to remove irrelevant keywords or outdated information, our experts are ready to step in.
  • Google Grant Reactivation: Suspensions can happen, and our team is the best place to turn to. While getting suspended is far from ideal, Getting Attention can help you get your account back up and running.
  • Keyword Research: If you’re feeling lost when it comes to keyword tracking, consider this service. Keyword research can ensure that your account is tracking the most relevant and effective keywords to extend your ads’ reach.

To learn more, contact our team to request a free consultation today.

This optimization checklist outlines the steps needed to optimize your Google Grant account.

Google Grant Optimization Checklist

Now that you’ve learned some helpful tips for optimization, it’s time to put them to use. We’ve created a checklist to help narrow down the essentials to successful account optimization.

Use this checklist for Google Grant optimization.

Use our checklist below below to make sure you don’t overlook anything when optimizing your Google Grant account:

  • Google Ad Grants Guidelines
    • Have 2 ads per group
    • Have at least 2 ads per campaign
    • Have at least 2 sitelink ad extensions
    • Respond to program survey
    • No single-word keywords unless they are covered on this list
    • No generic keywords
    • No keywords with a quality score lower than 3
    • Maintain a 5% click through rate each month
    • Have valid conversion tracking
  • Keywords
    • Only use keywords that meet Google’s guidelines
    • Use keywords that are specific to your mission
    • Create an effective list of keywords
    • Regularly clean and adjust keyword data
  • Conversions
    • Track conversions in Google Analytics
    • Set up conversion goals in Google Analytics
    • Track conversions that are meaning to your organization
    • Adjust ads based on which ones increase conversions
  • Website
    • Adhere to all guidelines
    • Include high search-volume keywords on the page
    • Limit to one focus per page
    • Feature content that is interesting and engaging
    • Use a clear call to action
    • Ensure the website is accessible for mobile and desktop users
  • Ads
    • Target ads geographically
    • Have 3-5 ads per group
    • Make ads that are relevant to keywords
    • Use short sentences
    • Use clear language
    • Highlight what is special about your nonprofit
  • Partner with a Google Ad Grants agency

Download a PDF version of this checklist here.

Getting accepted into the Google Ad Grants program is an exciting moment. Keeping up with the ins and outs of account management can be a challenge, but this streamlined checklist can help.

And, if you’re seeking more assistance with optimizing your Google Ad Grants account, reach out to the team at Getting Attention to set up a free consultation today. In the meantime, explore the following additional resources to continue learning about Google Ad Grants:

If you need help managing your Google Grant, partner with Getting Attention.

Learn three things you need to know about nonprofit name changes.

Considering a Nonprofit Name Change? 3 Things to Know

Is it time for a name change? Many nonprofits avoid this question, thinking that it’s just too complicated. While changing your organization’s name shouldn’t be taken lightly, more and more nonprofits are benefitting from name changes.

There are many reasons why nonprofits consider changing their name. Sometimes organizations are undergoing entire rebrands to improve their nonprofit marketing strategy. For others, they may have outgrown the previous name and need to update it in order to fit with a changing mission statement. Whatever the reason, name changes can be a benefit to nonprofits dealing with issues like stagnant marketing, confusion from supporters, or generic names.

While the process of changing your organization’s name is not a walk in the park, it follows a logical structure. There are about six steps in the name-changing process, and it’s easy to break each one into bite-sized pieces. This guide will explain the following points about nonprofit name changes:

Your nonprofit’s marketing may benefit from a new name. Whether you want a full rebrand or just a simple name change, the impact could be huge. Ready to learn more? Let’s get started.

Contact Getting Attention's professionals to build your nonprofit branding strategy.

This is how to know if a nonprofit is eligible for a name change.

Can a nonprofit change its name?

Fortunately, nonprofits are able to change their names. There are no formal requirements needed to start the name change process, but there are set procedures to follow.

First, keep in mind that there may also be requirements within your organization itself. Most nonprofits have a standard procedure for name changes laid out in the bylaws of the organization. We’ll discuss this more later, but consult any internal rules before thinking about a name change.

Beyond that, one thing every nonprofit must do is report the name change to both the state in which the nonprofit operates and the Internal Revenue Service (IRS). Reporting procedures are different depending on what type of organization your nonprofit is.There are different reporting requirements for incorporated organizations, trusts, and unincorporated associations. While most nonprofits are incorporated, we’ll cover the requirements for each organization type later in this guide just in case you fall under a different classification.

These are the 6 steps in the name change process.

How do you change the name of a nonprofit?

There are six steps involved in changing your name as a nonprofit. It is important to tackle these steps in order to avoid mixing them up.

Keep in mind that some aspects of this process will differ depending on what state your organization is located in. This guide provides a starting point for you to reference, but check your state’s guidelines before beginning the process on your own.

The nonprofit name change process in six steps.

Step 1: Select a new name.

Often it is easy to know when you need a new name. However, it can be much more difficult to actually pick out a new one.

The best way to get started is to agree on a goal you want the new name to accomplish. This goal should stem from issues with prior names or future marketing goals or aspirations for your nonprofit. It is important to set up a goal or baseline for the new name to ensure that the name change is not in vain. A new name should solve past problems, not perpetuate them or create new ones.

The name you choose should be descriptive and connect to your mission. For many potential supporters, a name is their first impression of an organization. Your name should be true to your mission, memorable, and easy to say or spell.

There are many ways to craft the perfect name. Highlighting your nonprofit’s location in its name is a great way to appeal to local donors. Using a last name in your name can add specificity and a personal touch. Recognizable last names are even better as they can add an element of celebrity endorsement to your organization.

Step 2: Confirm the name is available and permitted to be used.

Before moving forward with any other steps in this process, make sure the name you want is available in your state. Guidestar’s Directory of Charities and Nonprofit Organizations is a good place to start. Avoid any names that are too similar or the same as names that are already in use— this creates confusion and may not be allowed.

Consider your state’s requirements for nonprofit names. These requirements exist to prevent any confusion around what your organization is. The rules are different for each state, but here are the most common ones:

  • The name cannot be the same as another in that division. Check for any organizations that have the name you are considering. If there are any names that are too similar, you should choose a different name to avoid confusion.
  • The name must end with a corporate designator. Corporate designators include terms like “Inc.” or “Corp.” that follow the name of your organization. These designators serve to indicate that your nonprofit is incorporated.
  • The name is not allowed to include certain words. Certain words are banned from use in a nonprofit’s name. This includes words like “bank,” “reserve,” “United States,” and “federal.” Words like this are usually banned to avoid any confusion with government agencies.

This step is important, and skipping it can halt your progress down the road.

Step 3: Consult the bylaws of your organization.

Abiding by your nonprofit’s rules for renaming is just as important as following state guidelines. Most incorporated nonprofits have articles or bylaws that outline the process for renaming. In many cases, these articles need to officially reference the name change.

Typical rules and procedures can vary across different organizations, but in most situations you will need to hold a vote. Votes may involve all members of the nonprofit or just board members, but in either case a majority vote is often required. The end goal of this process is to amend the organization’s bylaws as needed and earn the official support of your organization’s members.

So, what is the best way to get started? Take advantage of any board meetings that are coming up as an easy place to hold a vote. If the meeting seems a little far away, holding a meeting specifically about the name change is an acceptable way to take a vote.

While your organization should provide a procedure for the process, there are a few best practices to consider. Inform board members of the name change ahead of time so it isn’t a surprise. The last thing you want is an unsuccessful vote because people are confused or haven’t had time to weigh the pros and cons of a name change. Additionally, prepare to properly document the meeting before it starts to keep a written record of the results of the vote and any amendments to the articles of incorporation.

Step 4: Notify your state.

After securing a majority vote and amending your nonprofit’s bylaws, the next step is to report the name change to your state. This must be the same state that your organization is incorporated in.

Each state is different, but many use forms as a way to report name changes. Some states require that any changes in your nonprofit’s articles of incorporation or bylaws be resubmitted. You can find more specific directions and resources on your state’s Secretary of State website.

You must have proof that the state accepted your name change before you can move forward with the next step in this guide.

Step 5: Report name change to the IRS.

The IRS website features detailed guidelines on how to report name changes, but we’ll also provide a quick overview. For most nonprofits, here are the steps in reporting your name change to the IRS:

  • File a tax return OR report another way. Nonprofits are required to file an annual tax return. On that return, there is a space to indicate a name change. However, nonprofits that do not wish to wait until tax season may report the change by letter or fax.
  • Include amended articles of incorporation and/or bylaws. Submit any amendments made to your organization’s articles of incorporation or bylaws. You will need to include proof that your state accepted these amendments, so notify your state before the IRS.
  • Request an affirmation letter that indicates the new name. After reporting your name change to the IRS, request an affirmation letter. This letter confirms the name change and shows the new name in place of the old one.

Recognize that we said that these are these steps apply to most nonprofit organizations. The process can differ slightly depending on the type of nonprofit you are, whether an incorporated organization, trust, or unincorporated association.

Incorporated Organization

Incorporated organizations are legal business structures that are separate from the individuals that founded them. This is the most common type of nonprofit.

If your nonprofit is an incorporated organization, the IRS requires two submissions to report a name change. First, you must report a copy of any amendments made to the articles of incorporation. These articles are like rules for the organization. Next, you will need proof that your state approved of your organization’s name change.

A Trust

If your nonprofit is a trust, it operates slightly differently. Charitable trusts are meant to accomplish some kind of social benefit for the public. They involve trustees as administrators of the trust and are not necessarily separate from the owners of the trust.

The IRS requires trusts to report a copy of the amendment to or a resolution to amend the trust instrument. The trust instrument is similar to the articles of incorporation. The amendments must show an effective date of the name change and be signed by one or more trustees.

Unincorporated Association

Unincorporated associations are partnerships of at least two people who are working to better the public but have not established a formal legal structure. These groups are common, and many people form them without realizing it. They can include things as simple as joining with a few friends to raise money for a school event.

The requirements for unincorporated associations are similar to incorporated organizations and trusts. The IRS requires a copy of amendments made to your organization’s organizing document. This document should show an effective date of the change of name and must be signed by at least two members.

Step 6: Inform the public.

This step is not required by law, but it is just as important as notifying the government about your name change. Your nonprofit runs because of your supporters, so checking in with them about your new name is crucial.

Start by updating any place your new name will show. This includes websites, social media accounts, email lists, and bank accounts. It’s a good idea to include notifications about your name change on platforms where you interact with supporters, such as a social media post announcing the update. This can cut down on confusion about who your organization is.

Your nonprofit should update and inform the nonprofit sphere about its name change, too. Perform a quick Google search using your organization’s old name, noting any groups that may be using that name to advertise or increase awareness about your nonprofit. Contact any groups using your old name and ask them to change it. Additionally, update any nonprofit databases your old name may be listed in.


These are 4 common reasons why nonprofit implement a name change.

Why would a nonprofit change its name?

Now that we’ve discussed the name change process for nonprofits, let’s go over some of the reasons organizations choose to change their names.

The process can require a lot of time and energy, so it is important to think through your reasoning for a name change. There are a few instances where a name change may be the best thing for your nonprofit.

These are the 4 reasons your nonprofit may need a name change.

Total Rebranding

Rebrands are often used to revamp an organization’s personality or voice. These typically involve changing the overall branding by introducing new color schemes, logos, names, slogans, and brand voice. While the core values and purpose of the organization stays the same, the way they present themselves to supporters changes.

Most rebrands happen because the organization needs a refresh. Its current branding may appear clumsy or outdated, and a rebrand can bring its branding strategy up-to-date. In some cases, branding may have been an afterthought in the past. Rebranding can make the nonprofit’s public image more cohesive and strengthen marketing efforts.

While rebrands do not always involve a name change, they can be the driving force behind a name change. In the case of a rebrand, the name is just a small piece of a major change within the organization. Matching naming and branding creates a consistent message for your nonprofit.

Disconnect Between Name and Mission

Your nonprofit’s name should convey your mission in a short, memorable way. People should understand your nonprofit’s mission based on your name alone. Names that are disconnected from your mission don’t make for very strong marketing efforts.

Let’s say your nonprofit’s mission focuses on reducing car accidents caused by cell phone use. While this goal may be inspired by a specific person impacted by distracted driving, naming the organization something like “The Hannah Foundation” doesn’t make a connection to the mission. Instead, you should choose a name that ties into the mission such as “Drive Safe for Hannah.”

There are strategies you can use to develop a name that reflects what your nonprofit’s mission is. If you have a strong mission statement, consider drawing directly from it. This ensures a connection between the mission and your name, and it will accurately reflect the work your organization does. Use your name to tell a story about your organization by aligning it tightly with your mission.

Name Was Generic or Vague

Sometimes nonprofits may use names that apply to their mission but are too broad. The name you choose should connect to your mission and be specific enough to set your nonprofit apart. Names like this are more recognizable than simple, generic ones.

There are probably a few nonprofits that come to mind when you think about great names. Organizations like the World Wildlife Fund state exactly what their mission is while staying short and memorable. On the other hand, something like “Nature Fund” doesn’t stand out in the same way. Generic names make it hard to pin down a specific cause because words like “nature” can mean so much.

If your name is too general, start with some of these tips to add specificity:

  • Use words that denote a location. If your nonprofit is rooted in helping out your local community, try using location-specific words. Including a location in your name is more specific and lets supporters know that your goal is to help in their area.
  • Include descriptors about your mission. Use words that describe your mission. Let’s say your goal is reducing child hunger. Choose a name that includes the words “child hunger” rather than just “hunger.”
  • Use acronyms. Acronyms are a good way to fit a lot of information about your organization into a short unit of letters. This way, you can choose a longer phrase that is specific yet easy to remember.

Your nonprofit’s name can be the key to standing out. It is crucial to choose a specific name so your organization doesn’t fade into the crowded background of nonprofit organizations.

Name Is Difficult to Remember

Your nonprofits name should be something that is easy for people to remember after hearing or reading it once or twice.

Names that are too long or complicated aren’t very memorable. If your nonprofit’s name looks more like a phrase than a name, supporters may have some difficulties remembering it. This can be a big problem for you later when potential donors cannot recall who to make their donation to.

Organizations may also have names that are confusing or difficult to spell either on paper or aloud. Names that use complicated words may confuse supporters, and this can contribute to forgetting the name. If supporters have trouble spelling your organization’s name, it may be wise to adjust it.

If your nonprofit’s name is difficult to remember, try making a name change that is simple and short. Choose a name that is as short as possible while still being relevant to your mission.

This is a checklist for the nonprofit name change process.

Nonprofit Name Change Checklist

We’ve discussed how and why name changes happen. The process can be long and a little confusing, but it is important to follow the steps in order.

Use this checklist during the nonprofit name change checklist

To help you do this, we designed a nonprofit name change checklist to guide you through the process. To change your organization’s name, complete the following steps:

  1. Identify the naming issue. Determine the problems associated with your current name such as a disconnect from your mission, use of generic terms, or creating confusion.
  2. Choose a new name that addresses the issue. Select a name that combats the problems you have with your current name.
  3. Confirm the name is available. Check with your state to make sure the name is not already in use. Don’t forget to look for names that are extremely similar as well.
  4. Comply with your organization’s bylaws. Follow name change procedures outlined in your organization’s bylaws. This usually involves taking a vote.
  5. Pass any votes or amendments within the organization. After taking a vote and, hopefully, passing the name change, amend your organization’s bylaws. You will need documentation of these changes later in the process.
  6. Notify the state. Notify your state of the name change through the state’s official procedures. Visit your state’s Secretary of State website to determine the process.
  7. Notify the IRS. Inform the IRS of your name change on your annual tax return form. This process varies slightly depending on what type of organization your nonprofit is. Reference this section to determine how to notify the IRS.
  8. Increase public awareness. Notify the public of your name change by changing your name anywhere it is shown. Another way to inform donors and members is through social media or email lists.


We can’t promise the name change process will be simple, but with this checklist you can ensure you don’t miss a step. Changing your nonprofit’s name could be the refresh your organization needs to reach its full potential. Don’t let a confusing, dated, or mismatched name hold you back— consider updating your nonprofit’s name to align with your goals as a nonprofit.

Getting Attention is a great service to consider if your nonprofit is looking to elevate its branding and marketing strategy. Once you revitalize your nonprofit’s name, Getting Attention is there to help you tell the world. At Getting Attention, we specialize in enhancing digital marketing for nonprofits with Google Grants. To learn more about our nonprofit marketing services, contact us for a free consultation.

Want to learn more about nonprofit marketing and branding strategy? Check out these resources:

Contact Getting Attention to get help from experts with nonprofit marketing.

Learn about what makes Google Ad Grant confusing and 5 tips to optimize your account.

Why Are Google Ad Grants Confusing? And How to Simplify Them

Google Ad Grants are a valuable asset to many nonprofits, but confusion turns some away. The program provides eligible nonprofits with $10,000 per month to spend on ads. Nonprofits can receive these funds in perpetuity, until they are no longer eligible.

While accessing Google Ad Grants can provide many benefits for your nonprofit, eligibility and the application process are not always clear. A lack of familiarity with managing grants can result in losing the grant or missing advertising opportunities. Gaining a deeper knowledge of Google Ad Grants and their requirements will make the experience go much smoother.

We are here to clear up the confusion around Google Ad Grants and make sure you can take full advantage of your account. This guide will simplify Google Ad Grants for you and your nonprofit through the following points:

If you’re ready to dive into the world of Google Ad Grants, keep reading!

If you are confused about Google Ad Grants, click here for help from experts.

These are the common reasons why Google Ad Grants are confusing.

Why are Google Ad Grants confusing?

If you feel mystified by Google Ad Grants, you’re not alone. Many nonprofit professionals have trouble with their Google Ad Grants accounts, and this can lead to missed opportunities. Some roadblocks you may face are:

  • Confusion about how to apply
  • Uncertainty around eligibility
  • Limited experience running paid search ads
  • Unfamiliarity with account management requirements

Receiving a Google Ad Grant requires that you undergo a lengthy application process. This process involves multiple steps, such as getting verified by TechSoup and registering for a Google for Nonprofits account. With so many steps, there is room for error and confusion in the process.

These errors may lead to your nonprofit’s rejection without a clear understanding of why. Before the application process, you may not be sure what preparations you need to take, like ensuring your status as a 501(c)(3) nonprofit.

Beyond the application, maintaining a well-functioning Google Ad Grants account is often difficult for busy nonprofit professionals. A limited understanding of how to run high-performing ads or lack of quality ad content can result in inefficient management of the grant. Further, those who are unfamiliar with the Google Ad Grants policies may run into their account being suspended due to not complying with the requirements.

All of that said, managing marketing grants for nonprofits doesn’t have to be confusing. Learning more about the Google Ad Grant program can prevent potential challenges.

These 5 marketing challenges make Google Ad Grants confusing.

5 Google Ad Grants Marketing Challenges

Google Ad Grants are a great benefit to nonprofits, but they can bring about some unique marketing challenges. You may not have extensive experience in paid advertisement management— if so, you’re not alone! Let’s walk through 5 common challenges that nonprofits face when using Google Ad Grants.

1. Failing to abide by Google Ad Grants guidelines.

Unfortunately, many nonprofits fall victim to the Google Ad Grants guidelines. These are guidelines for keyword usage, quotas, and other requirements. Failing to follow these guidelines can result in suspension from or loss of the Google Ad Grant.

For the most part, these guidelines are simple and easy to follow. Nonprofits may be unaware of these rules, fall behind on quotas, or experience confusion around what they mean. Because these rules are fundamental to how Google permits spending the grant, you should keep a close eye on whether your site is keeping up.

In case you are unfamiliar, here is a quick breakdown of Google’s guidelines:

  • Avoid single-word keywords. Avoid using single keywords that are not included on this list of approved exceptions. The keywords you choose should relate to your nonprofit specifically rather than being generic or broad.
  • Choose keywords with a minimum keyword quality score of 3. Google grades keywords for quality on a 10-point scale. Ensure that your keywords maintain a score of at least 3.
  • Maintain a minimum click-through rate of 5% for your account. Your account must receive a click through rate of at least 5% for all ads. In short, this metric means that at least 5% of those who view your ads click through to your website.
  • Use at least 2 ad groups per campaign. For each active ad campaign on your account, you must have at least two ad groups. Within these ad groups, you must feature at least two ads.
  • Use at least 2 sitelink ad extensions. Sitelink ad extensions enable you to link specific pages related to your ad. You should include at least two of these.

Now that you are aware of the guidelines, it should be easy to follow them. While these rules are extremely important, they can also guide your organization. Many of these rules can double as tips that can improve your ad campaigns.

2. Neglecting your website’s landing pages.

Being accepted in the Google Ad Grants program deserves excitement and celebration. But, it is important to fortify your web presence before doing so, to give your ads the best chance of success. Don’t fall behind and neglect your website— the ads you purchase using the grant send visitors to your site, but your landing pages are what seal the deal!

Each ad you run will direct searchers to a landing page on your website, through which they’ll be able to complete a desired action. This could be registering for an event, joining your volunteer program, or making an online donation. If these web pages are outdated or have unclear calls to action, your supporters won’t know what to do once they follow an ad and land on the page.

Want more tips? Check out our complete guide to nonprofit marketing.

3. Targeting broad, generic keywords.

You may think targeting broad keywords like “donation” or “fundraiser” is a no-brainer. However, targeting short, generic keywords can bring about challenges for your nonprofit.

Keywords like “fundraising event” are very vague and they often have many bidders. Google’s algorithm is not particularly conducive to smaller organizations winning these highly competitive terms. It’s unlikely that your nonprofit will be able to edge out large organizations that are bidding on the same words, which means there is a lower likelihood your supporters will be able to see your ads.

In addition to competing with large companies for these broad keywords, Google bans targeting single-word keywords. Not only can generic keywords lessen the effectiveness of your marketing, but it can also result in suspension from the Google Ad Grants program.

4. Only running a single ad per group.

Running only one ad violates Google’s policies and could put your account at risk. According to Google Ad Grant guidelines, you should have at least two ads running at all times. The consequences of noncompliance can result in suspension from the program.

Another problem with running a single ad is lost potential to grow and develop your ad strategies. Running one ad doesn’t allow your nonprofit to track and evaluate performance. Further, it can be hard to improve if you have no way to note how and why ads perform differently.

Single ads can only reach so many people. With fewer touchpoints, there is less likelihood that you will reach the right people – people willing to support your organization. Don’t limit your organization to the audience they can reach with only one ad.

5. Unclear calls to action.

Calls to action are an important element of nonprofit marketing, both in ads and on websites. Lack of clarity can easily derail their success and leave supporters feeling confused.

When you create a call to action, be specific. Ensure that what you say in your ad aligns with what you want viewers to do. For example, an ad encouraging viewers to “donate here!” that directs to a page about your upcoming events will not garner the success you are hoping for. Instead, this creates a bad user experience and leaves potential supporters feeling confused and frustrated.

Take the time to be clear and dedicated to consistency with your calls to action.

These 5 tips improve Google Ad Grants management for your nonprofit.

5 Ways to Improve Your Google Ad Grants Management

We discussed the challenges of Google Ad Grants marketing, but there are plenty of things you can do to step up your marketing efforts. Here are 5 tips to help you improve your marketing efforts.

1. Prioritize creating valuable and promotable web pages.

For a webpage to be useful within the Google Ad Grants program, it should be both valuable and promotable.

Use this checklist to optimize your webpage.

There are a few steps you can take to make your landing pages effective before you implement ads directed at them:

  • Include a high search-volume topic. Topics with a high search-volume are more likely to receive clicks than those that are extremely narrow and focused. Highlight these popular topics on your webpage to engage supporters.
  • Limit to a single focus for each page. Avoid including several topics on one page. Narrowing each page on your website to a single focus will make it easier to target ads.
  • Feature rich content. Including different media formats on a page of your website is much more engaging than just a few sentences of text. Try to engage site visitors with images, videos, animation, and more. But, ensure all multimedia elements have an accessible version— such as alternative text— so all viewers can engage equally.
  • Highlight a clear call to action. Be consistent and clear with calls to action. Clearly label any direct action you’d like the supporter to take, and link them to the page on which to do so. Or better yet, embed the sign-up form (whether an online donation form, volunteer sign-up, or even event registration) directly on your landing page.
  • Make your site accessible to all visitors. Make sure that your web pages are accessible on both desktop and mobile formats, including both mobile phones and tablets.

A valuable landing page is a must-have to ensure high conversion rates from your ads. These five suggestions help nonprofits reap the many benefits associated with an optimized website.


2. Familiarize yourself with Google Ad Grant compliance.

Ensuring that you follow the Google Ad Grant policies is a crucial step in maintaining your grant status. We broke down these policies above, but you should continue to check in with them in case they change or develop. Committing these rules and what they mean will keep you on track to succeed.

Knowing these policies well will make account management much simpler. Think of the rules as tips. Not only does following them uphold your Google Ad Grants account status, but it also benefits your ad performance. Keep these rules in mind as you continue to develop your Google Ad strategy to ensure the best results.

3. Use Google Analytics for conversion tracking.

Tracking conversions is a helpful way to see what supporters do after viewing your ad.

To get started, make sure you are tracking your click through rate to ensure you meet the 5% threshold. Not only is this 5% threshold necessary for maintaining grant compliance, but Google Analytics will only track conversions once this threshold has been met.

From there, you can begin to set goals for the individual actions you want people to take, like making a donation or registering with their email. These steps can help you see which ads best accomplish meaningful conversions.

When setting goals and tracking conversions, make sure you are looking at conversions that are valuable to you. Google wants to see that nonprofits are paying attention to conversions that are important to them. What those are might change depending on your organization’s mission.

4. Make the most of your Google Ad Grant allowance.

You put in the work of applying and maintaining your Google Ad Grants account status. Now that you have an advertising allowance, what is the best way to make the most of it?

Here are some tips for managing your funds:

  • Run multiple ad campaigns. Use around 3 – 5 ad campaigns, each with tightly-focused ad groups. This is a great way to center ads around a few key concepts that you want to advertise.
  • Use at least 3 ads in each group. Using this approach, you should have at least one RSA, or Responsive Search Ad. These ads allow you to input several different headlines and descriptions which will change based on Google’s algorithm. Ads will then be more tailored to individual viewers.
  • Make use of the full character limit. Taking advantage of the entire character limit for headlines and ad descriptions will make your ad appear larger to viewers.

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

5. Work with a Google Ad Grant agency.

Working with an agency can make applying for, managing, and maintaining your Google Ad Grants a more straightforward, manageable process. Getting Attention is a certified Google Grant Agency that is ready to help with all of your Google Ad Grant needs, big or small. No matter where your starting point is, take advantage of Getting Attention’s full range of services such as:

  • Google Grant Application: Get your nonprofit accepted into the program with the help of Getting Attention’s team.
  • Google Grant Hygiene: Cleaning data and avoiding using data that is irrelevant or unnecessary can be difficult to manage alone. We can help you maintain a clean, strong dataset to ensure the best results.
  • Google Grant Management: Tracking conversions can be a confusing part of the management process. Our team will help you decide which conversions you should be tracking and how to stay on top of them.

If you are interested, contact us for a free consultation! Getting Attention is a great resource for marketing your mission as a nonprofit.

The Google Ad Grant is a great option for many nonprofits. While it could be a game-changer for your nonprofit, joining the program can be confusing and difficult to navigate. Don’t let this intimidation stop you from reaping the benefits of the grant!

We have plenty of resources to boost your knowledge of Google Ad Grants. Check out these articles to continue researching:

  • Google Ad Grants for Nonprofits: Everything You Need to Know: This ultimate guide details everything you need to know about Google Ad Grants from the basics to working with a Google Grant agency.
  • A 2021 Guide to Nonprofit Marketing: Want to know more about nonprofit marketing? This is an excellent resource for learning what nonprofit marketing is, how to create your own marketing plan, and best practices.
  • Google Grant Agency: 3 Certified Partners for Nonprofits: If you are having trouble finding a Google Grant agency, look no further. This guide highlights some great contenders as well as what to look for in an agency.

If you are ready to upgrade your nonprofit marketing, contact Getting Attention today.

Getting Attention provides the best tips and examples to create a strong nonprofit tagline.

Getting Your Nonprofit Tagline Right: Top Tips and Examples

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

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

Even though they are an incredibly useful tool, taglines are overlooked in the nonprofit world. In fact, 71% of nonprofit marketing professionals consider their organization’s tagline as the least effective element in their messaging.

To stand out from the rest, learn about taglines and how to write one for your mission-driven organization. Here’s what we’ll cover:

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

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

Getting Attention defines nonprofit taglines.

What is a nonprofit tagline?

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

Getting Attention illustrates the definition of a nonprofit tagline.

5 Types of Taglines

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

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

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

To find more information on how to come up with the most powerful fundraising slogans, check out this comprehensive guide on nonprofit digital campaigns.

Now you know what a tagline is, and what it isn’t, as well as what are the five different types of taglines. Next, we’ll discuss why taglines are important for your organization and why you should care about them.

Getting Attention answers the question of if nonprofits have taglines.

Do nonprofits have taglines?

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

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

Getting Attention lists the benefits of nonprofit taglines.

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

Convinced your nonprofit needs a strong tagline? Let’s look into what makes a tagline strong, and how to create one for yourself.

Getting Attention explains the attributes of strong nonprofit taglines.

What makes a good tagline?

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

6 Attributes of a Strong Tagline

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

  • Clear: A tagline should make sense and be easy to understand. Think about using a navigation app for directions— you want your tagline to simply and surely show people what your nonprofit is about in the same way that maps tell you how to get somewhere.
  • Concise: When it comes to taglines, the shorter they are, the better. Something that is quick and simple is much more memorable than a novel of a phrase. Definitely aim for less than 10 words— but again, the shorter, the better.
  • Relevant: Make sure your tagline actually portrays your nonprofit’s mission. It might make sense to you, someone who is close to the nonprofit and even maybe wrote the tagline themselves, but think about it from your audience’s perspective. Will someone who has never heard of your brand get the gist of your nonprofit’s purpose from reading its tagline? If not, time to head back to the drawing board.
  • Branded: You probably already have a name and logo for your nonprofit. Make sure your tagline feels at home in the style of your current branding. Also, going back to the idea of differentiation, your tagline should be identifiable as yours specifically. It shouldn’t be generic to the point that your audience gets confused and mistakes it for another brand.
  • Consistent: Your tagline shouldn’t change on a regular basis. A big component of a tagline’s success is that it builds recognizability over time. Put your tagline on all your brand materials and make sure it looks the same every time, from words all the way down to punctuation and capitalization.
  • Catchy: Finally, a strong tagline should be catchy. More people will be interested in your nonprofit if you have a tagline that catches their eye and sticks in their head. Get creative, and write something memorable while also accurately representing your mission.

Getting Attention illustrates the characteristics of a good tagline.

Wouldn’t it be frustrating for us to tell you what makes a good tagline, but not how to write one? Don’t worry – we’ve got you covered with five steps to writing your own stellar tagline.

5 Steps to Coming Up With Your Very Own Tagline

The technique of writing a tagline is very similar to other creative processes. Your nonprofit needs to know what it’s aiming for before diving in, and be open to where the brainstorm takes you. Here are our five foolproof steps to writing a tagline:

  • Start with the end. Before diving into actual tagline writing, ask yourself some key questions about your nonprofit:
    • What is our core mission and purpose that we want to communicate? You need to know the idea you’re trying to articulate prior to brainstorming.
    • Where do we want our nonprofit to be in five years? Like we mentioned, a tagline’s biggest strength lies in its consistency. Look to create a tagline that embodies where you want to go, and will remain relevant as your nonprofit develops.
    • Who do we want to reach? Think about your target audience and what they will respond to as you begin writing your tagline.
  • Consider emotions. Different words conjure up different feelings, moods, and connotations. The words you choose for your tagline are no exception. What is the emotional vibe of your nonprofit? Choose words that line up with the answer to that question.
  • Come up with many, many options. In the brainstorming phase, no idea is a bad idea! Even if some of the taglines you come up with would never make the final cut, it’s a great exercise to figure out what you like and don’t like, then move forward. Throw spaghetti at the wall and see what sticks, so to speak.
  • Don’t try to be too perfect. A tagline can be bad, and a tagline can be good— but you’d be hard pressed to find a tagline that is completely perfect. It’s a subjective process, so work hard and once you arrive at a phrase you’re happy with, stick with it! Also, while consistency is important, it’s not impossible to change your tagline later on. Look at McDonald’s— they didn’t start out with “I’m Lovin’ It.” You shouldn’t aim to change your nonprofit’s tagline, but if you really need to at some point, it’s always a possibility.
  • Look at examples. This isn’t to say model your tagline completely after someone else’s, but rather you should use examples as inspiration. Think about the thought process another nonprofit could have used to arrive at its tagline based on its mission. Then, do the same for your own tagline.

For in-depth advice on all facets of creating a nonprofit marketing plan, check out this guide. And if you want some expert-level help marketing your nonprofit, check us out here at Getting Attention.

Next, we’ll look at some examples of excellent taglines to get your creative juices flowing.

Getting Attention provides examples of nonprofit taglines.

Top Nonprofit Taglines

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

Here is a list of six strong nonprofit taglines organized by the size of the nonprofit:

These are examples of global nonprofits' taglines.

Global Nonprofits

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

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

  • “For every child.” – UNICEF

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

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

These are examples of US nonprofits' taglines.

U.S. Nonprofits

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

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

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

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

These are examples of local nonprofits' taglines.

Local Nonprofits

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

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

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

Again, these are just some good examples for inspiration. Don’t get too caught up in what other nonprofits have done that you miss the chance to come up with something amazing and completely outside the box for your own mission-driven organization.

If you need more brainstorming resources, look at this guide to all the best nonprofit marketing blogs. They all have plenty of articles ready to help you come up with creative marketing plans, including but not limited to excellent taglines and powerful fundraising slogans, for your nonprofit.

Getting Attention concludes its rundown of nonprofit taglines.

Wrapping up

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

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

Before we go, here are three extra educational resources for your nonprofit:

  • Volunteer Management: The Essential Guide to Engaging (and Keeping) Volunteers. Volunteers are an essential resource to nonprofits as they pursue their missions. In order to build successful long-term relationships with volunteers, your nonprofit should actively look for ways to find volunteers and recognize them for their efforts. Read this guide for advice on the best volunteer recruitment and retainment practices.
  • The Ultimate Guide to Marketing Grants for Nonprofits. Marketing expenses can take up to 15% of a nonprofit’s budget – you can alleviate some, if not all, of that financial burden with free money in the form of grants. This article will give you the scoop on all the best grants out there, and how to get them.
  • Corporate Sponsorships: The Ultimate Nonprofit Guide. Corporate sponsorships are yet another valuable resource for your nonprofit to secure funds for its operations. This guide details what corporate sponsorships are, how to get them, and which companies offer the best sponsorship programs.

Getting Attention is a Google Ad Grants agency that will help nonprofits get their taglines to the top of Google search results.