With recent changes to Form 990 and donor disclosure requirements, what's required of your nonprofit?

Form 990 Schedule B & Donor Disclosures: What’s Required?

The nonprofit regulatory landscape is constantly changing. New requirements can appear over time, and others might disappear, leaving your nonprofit the task of figuring out exactly what’s required in order to stay compliant all while securing funding, engaging donors, and running programs.

Recent developments regarding the Form 990 Schedule B, major donor disclosures, and how it all relates to state-level nonprofit compliance are a perfect example.

You’re already familiar with IRS Form 990—a simple report that gives the IRS a birds-eye view of your organization’s financial activities over the past fiscal year. But what’s the Form 990 Schedule B? Is it required for your nonprofit? If you’ve provided a complete Schedule B to state charity offices when renewing your registrations in the past, a recent Supreme Court ruling has likely changed what’s required of your nonprofit.

It sounds like a lot to take in, but we’ve got you covered. This quick guide will explain everything you need to know about this important development in the nonprofit compliance world.

Understanding the Form 990 Schedule B

The Form 990 Schedule B is an additional document that your nonprofit may have been required to complete and return alongside your main Form 990 (or an EZ variant) in the past.

Schedule B requires you to disclose donors who contributed more than $5,000 or an amount larger than 2% of your total donation revenue in the past fiscal year. In other words, it asks nonprofits to disclose the names and contact information of their mid-level and major donors.

The purpose of collecting this information is that it aids with fraud detection at the federal level. This is why several states have historically also required Schedule B as part of their charitable solicitation registration processes for nonprofits. However, these requirements have quickly changed following a 2021 Supreme Court ruling.

Americans for Prosperity Foundation v. Bonta (2021)

The Supreme Court’s ruling in the 2021 Americans for Prosperity Foundation v. Bonta case has effectively eliminated the use of Form 990 Schedule B in state-level charity registrations.

Americans for Prosperity Foundation and the Thomas More Law Center challenged the state of California’s requirement that nonprofits submit a completed Schedule B and disclose their major donors on the grounds that doing so violates donors’ first amendment rights to free speech and assembly. They argued that it was an unnecessary collection of personally identifiable information. California defended its collection of Schedule B information as a means of fraud detection and consumer protection.

The Supreme Court ruled 6-3 in favor of Americans for Prosperity Foundation, finding a lack of compelling evidence that donor disclosures drive greater fraud detection results at the state level. The Court’s majority opinion stated that subpoenas and audits remain effective and are potentially more efficient options for state investigations than broad data collection through Schedules B.

The decision struck down California’s regulation requiring nonprofits to submit a Schedule B as part of their charitable solicitation registration with the state’s Attorney General’s office.

What it Means for Your Nonprofit

So what does this mean for your nonprofit and its compliance requirements? There are two key takeaways:

  • As of the time of writing (April 2022), nonprofits are no longer required to provide Form 990 Schedules B as part of their registration or renewals process with states that previously required them. These states include New York, New Jersey, California, and Hawaii, all of which have either removed Schedule B requirements or stated that they will not enforce these requirements since the 2021 ruling.
  • Importantly, you are still required to file a Schedule B alongside your Form 990 at the federal level if you have received large gifts that fall under its guidelines. The IRS requires this information for fraud detection purposes, but all personally identifiable information is redacted from the publicly available documents that are published.

These changes only affect nonprofits that were already operating and registered in the states listed above, but they do underscore the need for constant compliance and effective recordkeeping.

Even as states remove requirements for donor disclosures, it’s important to remember that they still have a public duty to prevent charity fraud and protect consumers, which is the entire purpose of the solicitation registration process in the first place. Thorough records on all donations you receive in a secure, organized CRM will be your best bet for maintaining transparency and protecting your mission should an investigation ever occur.

More broadly, these changes reflect the continued importance of staying aware of changing nonprofit requirements.

The landscape is constantly shifting, so understanding your requirements at the federal level, state level, and where they intersect and change over time is essential. And as nonprofits increasingly grow into the world of digital marketing and explore new revenue streams, unfamiliar compliance and privacy requirements will only become more important.

By filing the necessary documentation, renewing registrations, hiring registered agents as needed, and more, you’ll safeguard your mission for years to come. The help of attorneys and nonprofit compliance experts is also invaluable whether you’re navigating a new situation or simply want to take a proactive approach to compliance—an approach that’s highly recommended considering the relative speed at which regulatory changes can occur.


Franklin Asongwe, Labyrinth

Author: Franklin Asongwe, Marketing Director, Labyrinth Inc.

Franklin Asongwe is the Marketing Director of Labyrinth, Inc. — the leading provider of state fundraising registration support and other nonprofit compliance services. He’s passionate about helping nonprofits better understand the complex compliance landscape so that they can keep pursuing their missions safely and sustainably.

The Ultimate Guide to Securing Corporate Sponsorships

The Ultimate Guide to Securing Corporate Sponsorships

As a nonprofit organization, you’re probably always on the lookout for new ways to secure revenue for your cause, and better ways to improve upon existing efforts. One of the most underutilized sources of nonprofit funding is corporate giving⁠—and within that subcategory, corporate sponsorships can be a great way to go.

But what exactly are the opportunities available, and how can your team go about securing corporate sponsorships to help fund your mission? This guide will provide you with everything you need to know by exploring the following key topics:

Partnering with for-profit businesses can often be one of the most lucrative and impactful fundraising strategies for organizations of all shapes, sizes, and causes. And don’t forget⁠—participating companies benefit greatly as well.

Let’s begin our exploration of corporate sponsorships for nonprofits with the basics.

What Are Corporate Sponsorships?

Corporate sponsorships are an extremely popular form of corporate giving program in which companies provide funding or resources to nonprofit partners. This often takes place in the context of a particular fundraising event, campaign, or project.

For organizations looking to diversify their funding sources by exploring new streams of revenue, sponsorships can be a great place to start. And there are different types of corporate sponsorships available, too⁠! These include:

  • Financial — A business provides a monetary contribution to a nonprofit organization.
  • In-kind — A business provides donated goods or services to a nonprofit organization (these are typically, but not always, related to the businesses’ industry).
  • Media⁠ — A business contributes by funding the promotion of a nonprofit’s upcoming event through paid advertising channels.

Regardless of the kind of sponsorship agreement between an organization and a corporate partner, the common denominator is that the nonprofit receives some sort of support from a (typically for-profit) business.

Who Benefits From Corporate Sponsorships?

Many nonprofit fundraisers refer to corporate sponsorships as mutually beneficial relationships, which might also be considered a win-win situation. The bottom line is that both parties benefit significantly from participating in the partnership.

Let’s take a look at key advantages seen by the two primary stakeholders in a corporate sponsorship relationship:

  • Companies: Companies that sponsor nonprofits typically aren’t doing so just for the sake of altruism⁠—though that can be a major component of the motivation. But these businesses also receive elevated brand reputations and public relations boosts, increased levels of corporate social responsibility, higher levels of employee engagement, tax benefits, and more.
  • Nonprofits: As a nonprofit, you might (understandably) be a bit more focused on this side of the partnership benefits. Luckily, they’re plentiful! Organizations receive increased funding for their causes through corporate donations, along with unique co-marketing opportunities from working alongside their corporate partner!

In some forms of corporate giving, there are even more beneficiaries to the partnerships⁠—for example, the companies’ employees or the nonprofits’ donors. Sometimes those are even the same people! Employees are able to feel an increased sense of pride in the businesses they work for when their employers take part in charity and other philanthropic opportunities. And donors are often provided with new ways to support their favorite organizations⁠—such as through an upcoming event sponsored by a local business.

The Four Stages of Securing Corporate Sponsorships

You understand the advantages of corporate sponsorship participation, and you’re ready to dive in. But where exactly should you start? We’ve broken the process down into four simple steps!

1. Identifying Potential Corporate Sponsors

Before you can secure corporate sponsors for your cause, you’ll need a starting point. Who are your organization’s ideal sponsors? Are these companies within a certain industry, location, or value set?

Your priorities in locating the perfect sponsor can vary based on your mission, the need you’re raising funds for, and more. Here are four components to consider as you craft a list of potential corporate sponsorships:

  • Popular companies with generous philanthropic initiatives ⁠— Take a look at lists of particularly charitable businesses, and see if there are any that catch your eye. There are tons of free compilations online (like this one from Double the Donation) that can help narrow down your search!
  • Local businesses in your community ⁠— Local businesses often love giving back to the communities in which they’ve established their own roots. Be sure to reach out to the mom-and-pop restaurants, salons, boutiques, agencies, and shops in your neighborhood for potential sponsorship opportunities.
  • Companies you already have connections to ⁠— Do a lot of your donors, volunteers, or board members work for philanthropically-minded companies? Has a particular business supported one of your organization’s fundraising efforts in the past? These kinds of existing connections can be some of the most effective ways to get your foot in the door with potential sponsors.
  • Companies whose missions align with your own ⁠— When it comes to selecting and securing corporate sponsorships, mission matters. If you run an animal rescue, you might want to reach out to pet supply retailers. If you work with a nature conservancy, you might target environmentally friendly businesses that build sustainability into their practices. When your values overlap as such, these companies will be more inclined to support your cause.

It’s always good to start out with a lengthy list of prospective corporate sponsors. After all, some will say “no,” and others you might not even hear back from. And that should be expected! But when you provide your solicitation team with a wide array of possibilities, it can make rejections a bit less discouraging.

2. Cultivating Business Relationships

Like with any donation request, it’s important to have an existing relationship with potential contributors before jumping into the actual solicitation of funding.

So, what can you do to begin developing corporate partnerships? Consider:

  • Asking a member of a prospective sponsor’s team to sit down and chat with someone from your organization, and discuss missions, values, and priorities.
  • Inviting a member of a prospective sponsor’s team to visit your organization’s facility for a behind-the-scenes tour.
  • Providing a prospective sponsor with fundraising impact materials such as your annual report, Form 990, and more.
  • Taking an interest in a prospective sponsor’s business, strategies, and goals.

Not only are you likely to win more corporate sponsors this way, but it also helps establish a sense of familiarity with each party, and makes the sponsorship feel relational rather than solely transactional.

3. Creating a Value Proposition

Your organization’s (or specific campaign’s) value proposition is essentially the answer to the business asking, “what’s in it for me?” In order to truly be a mutually beneficial relationship, the value has to go both ways.

One of the most common types of value propositions is that of co-marketing efforts and improved brand reputation. Here’s an example:

Let’s say that Linda’s Flower Mart provides funding to help establish a fundraising event for a local nonprofit in their community, Midtown Youth Center. Now, Midtown Youth Center will continue to promote its upcoming fundraiser through all of its marketing and communication channels. They want a significant turnout, after all, to collect as much additional donor revenue as possible to help bankroll their programming.

But don’t forget the value-add for the flower mart, either! Linda’s company’s logo is featured in all marketing materials for the event as a key sponsor, ensuring a wider audience is exposed to her company and will consider her services for future flower needs. The day after the fundraising event, Linda meets a new group of eager customers who report that they love shopping at local businesses that continue to give back to their own communities.

As you begin crafting your organization’s value proposition for upcoming sponsorship asks, remember that this is one of your most essential selling points. You’ll want to provide participating businesses with ample advantages so that they, too, see a return on their investment in your organization.

Bonus tip! Keep in mind that the benefit to the corporation should not outweigh the benefit to the organization. If it does, the IRS may classify income as “unrelated business income” (taxable) as opposed to a “charitable contribution” (tax-free).

4. Making Your Corporate Sponsorship Ask

Now it’s time to make the actual corporate sponsorship request—and this can be the most nerve-wracking step in the process for many fundraisers. However, it’s also the most important; you won’t have sponsors if you never ask!

As you get to this point, consider the following best practices:

  • Conduct several practice runs of sponsorship request conversations before you meet with the businesses in question.
  • Have your corporate sponsorship ask conversations in person when possible. This makes the meeting more personal and helps put a face to your organization.
  • Use volunteers to make the actual sponsorship ask! These individuals are not being paid to say good things about your organization, and that can make a difference for people and businesses considering contributing. However, you’ll want to support and prepare your volunteers well for the scenario.
  • Offer various sponsorship tiers that align with different-sized budgets. Many businesses will be interested in supporting your efforts, but might not be able to swing the hefty price tag of a top sponsorship package.
  • Emphasize your value proposition. This is the tangible benefit offered to businesses considering a partnership and should be a main focus of your conversations.

By incorporating these tips into your corporate sponsorship strategy, you’ll likely be able to secure a good number of top partnerships. But remember, it’s also essential that your team knows how and when to take no as an answer. Some companies simply won’t be able to contribute at the time being⁠—but if you leave your conversation on a positive note, they’ll be more likely to consider partnering with your organization in the future.

How to Secure More Corporate Sponsorships: FAQ

Still have questions about securing corporate sponsorships for your nonprofits? Here are answers to some common questions organizations have throughout the process.

What should I do after securing a corporate sponsorship?

Let’s say you’ve come to an agreement with a corporate partner that has agreed to sponsor your organization’s upcoming event. You might be asking yourself, “well, what now?”

After securing corporate sponsorships, it’s time to solidify your relationship with the company. Share resources about your organization’s work, additional engagement opportunities, mission success stories, and more. Before the event takes place, make sure both teams are on the same page with what exactly the sponsorship entails, including logistics surrounding funding transfers.

Once the event concludes, you’ll want to continue developing your partnership with the company. Maintaining a personal relationship with those who helped you pull off your sponsored event after it’s over is essential for showing your appreciation for the company’s support. And as an added bonus, they’ll likely be more inclined to partner with your team on future endeavors!

How should we acknowledge corporate sponsors?

The ways in which your organization acknowledges its sponsors will greatly depend on your nonprofit itself, the event or campaign being sponsored, and the company you’re partnering with. For example, if you’re hosting a community event, you might acknowledge a sponsor by providing them with a tent or other area to promote their business.

You’ll also want to keep in mind that some forms of public acknowledgment may be specifically laid out in the sponsorship agreement between your organization and the company you’re partnering with. This might include social media promotion, website inclusions, space in tangible marketing materials, event announcements, and more. However, it’s always nice to go above and beyond the required acknowledgment elements to communicate your appreciation to your corporate sponsors.

What are other top corporate fundraising opportunities?

Corporate sponsorships are by no means the only form of corporate fundraising worth looking into. If your team is interested in additional corporate giving programs (and particularly those that are easy to get connected with), we recommend the following:

  • Matching gifts
  • Volunteer grants
  • Employee donation stipends
  • Payroll deductions
  • Community grants

Not to mention, various forms of corporate giving opportunities often overlap! For example, studies show that 85% of the top matching gift companies also offer volunteer grant programs for their employees. And if a company has shown particular interest in philanthropy before (such as through any of the above-mentioned initiatives), they might be increasingly inclined to participate in a corporate sponsorship with your cause.


Additional Corporate Sponsorship Resources

Now that you have a solid foundation of knowledge concerning corporate philanthropy, the benefits to everyone involved, how to locate opportunities and propose partnerships, and more, you’re ready to get started. But your efforts in securing corporate sponsorships on behalf of your organization are just beginning!

Interested in learning more about the significant impact that corporate sponsorships can bring to nonprofits like yours? Explore other top corporate fundraising resources here:

  • 14 Important Questions to Ask About Matching Gifts. Matching gifts are one of the most popular forms of corporate philanthropy, and corporate matching and sponsorships go hand in hand. Dive into the importance of matching gifts and how to increase your organization’s revenue through this source.
  • Corporate Philanthropy: The Ultimate Guide to Giving. Looking for additional corporate giving opportunities to make the most of for your cause? Check out Double the Donation’s complete resource of tips, tricks, tools, and more to ensure your team is prepared to leverage this fantastic source of revenue.
  • Is Cause Marketing Right for Your Nonprofit? Cause marketing is one of the most impactful drivers of corporate sponsorships. Creating a plan for this strategy is essential for partnering with companies that best align with your organization’s values and receiving significant benefits in return.

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

Google Grants Eligibility: Is Your Nonprofit Eligible?

Do you work for a nonprofit that strives to amplify a worthwhile cause and make the world a better place? If so, you need to know about Google Grants! This program is designed to empower eligible nonprofits to get the attention they deserve online in a financially practical way. By receiving a monthly grant of $10,000 to spend on Google Ads, your nonprofit can spike its web traffic via Google Search. But first, you need to meet the necessary Google Grants eligibility criteria.

While Google Grants are a valuable nonprofit resource, not all nonprofits are eligible to receive the funds. The process to determine your Google Grants eligibility can appear daunting, as can the next steps once you’ve figured out your organization is indeed eligible. That’s what this guide is here for! We’ll help you clear up any confusion or misconceptions surrounding the Google Grants eligibility verification process and the application process.

At Getting Attention, we devote our time to helping nonprofits just like yours secure Google Grants and strategize how they’ll allocate their funds. We’re constantly checking the Google Grants requirements, and we’re happy to help you understand exactly what you need to know. In this guide, we’re going to cover the following points to help your nonprofit verify its eligibility for the program:

  1. What is the Google Grant?
  2. Why are there Google Grants requirements?
  3. Which nonprofits are eligible for Google Grants?
  4. How do I start the Google Grants eligibility verification process?
  5. Can my nonprofit lose its Google Grants eligibility status?
  6. Are there experts that can verify my Google Grants eligibility?

Google Ad Grants are without a doubt one of the most beneficial marketing opportunities that nonprofits can leverage. Confirming your eligibility and then applying doesn’t have to be complicated.

Continue reading and we’ll give more program details, help you determine your nonprofit’s eligibility, and provide some information about the application process.

Get a consultation and let our team confirm your Google Grants eligibility.

Before we discuss Google Grants eligibility, let's review the basics of the program.

1. What is the Google Grant?

Google Grants (also called Ad Grants and AdWords Grants) is a Google-sponsored marketing grant program that awards eligible nonprofits with $10,000 in Ad credits each month. These funds can be used to bid on different cause-related keywords. When allocated effectively, these credits provide nonprofits with a free way to advertise their most important pages at the top of Google search results.

For instance, let’s say you’re a philanthropic individual with a strong passion for ending elephant endangerment. In this case, you might visit Google and search a query like “end elephant endangerment” or “save the elephants”. A wildlife rescue charity or world conservation organization might use their Google Ad Grant to bid on these terms and direct you toward their donation page or ‘Involvement’ page.

By confirming your Google Grants eligibility, you can create Google Ads like this example.

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

What does free advertising on the world’s largest and most popular search engine mean for your nonprofit? When you confirm your Google Ad Grants eligibility, you’ll have:

  • Increased digital visibility and reach
  • More interactions with your nonprofit’s website, particularly with your most important content
  • Free and amplified promotion to potential donors, volunteers, advocates, and other supporters
  • Complimentary analytics to determine your campaigns’ performance
  • The ability to market multiple digital campaigns at once
  • The potential to increase conversions, including online donations, event registrations, volunteer sign-ups, advocacy participation, and more

Each of these six benefits comes together to drive more awareness for your nonprofit, and in turn, garner more donations (or whatever your conversion goals are). All you have to do is confirm you’re eligible, apply for the program, and start creating your campaigns.

Google implements Google Ad Grants eligibility requirements for several reasons.

2. Why are there Google Grants requirements?

When it comes to corporate philanthropy programs, companies aim to support organizations whose missions align with theirs. After all, their name is attached to however the nonprofit spends those funds. That’s why — just like for any other grant — there’s a handful of Google Grants eligibility rules you must meet.

While you might not have to compete for the funds, Google still wants to make sure you’re promoting a trustworthy cause and exercising proper security precautions. Otherwise, one of the following situations might occur:

  • Untrustworthy groups might gain access to the program and trick unsuspecting users into compromising sensitive information, like their credit card details or home address.
  • An organization, even if it’s pursuing a worthwhile cause, might not meet the minimum site security requirements, so if someone donates or signs up to volunteer, any of the information they provide can be intercepted by a hacker.
  • The organization doesn’t have any content on its website that would be valuable to users. It’d be awfully difficult to provide users with what they’re looking for when they search certain terms on Google, resulting in unfulfilled users and a poor experience overall.

In any of these scenarios, the outcomes will ultimately taint Google’s reputation and result in unhappy users. In short, the Google Grants eligibility requirements exist to ensure that the program delivers value to users, nonprofit participants, charitable beneficiaries, and Google itself.

When it comes to Google Ad Grants eligibility, who is eligible for a grant?

3. Which nonprofits are eligible for Google Grants?

Luckily, Google is very straightforward in the standards it requires nonprofits to meet. Bear in mind that exact Google Grants requirements vary from country to country, but they generally follow the same structure. To be eligible for the program, your nonprofit must:

  • Hold current and valid charity status in your country. In the U.S., that means being registered as a 501(c)(3) organization with the IRS.
  • Be registered with TechSoup and Google for Nonprofits. If you’re not already registered, we’ll walk you through both of these processes later on. (Or, you can check out our Google Grants application guide!)
  • Agree to the application’s required certifications regarding nondiscrimination and donation receipt and use.
  • Have a functioning website that features a substantial amount of valuable content. Read on to learn more about the website quality requirements.

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

This graphic breaks down the three main criteria of Google Grants eligibility.

1. Type of Nonprofit Organization

Not every nonprofit will be awarded a Google Grant. For instance, we mentioned that in the U.S., only 501(c)(3) nonprofits are eligible. 501(c)(3) means the Internal Revenue Service recognizes the nonprofit as an official charitable organization and thus exempts it from any federal tax obligations.

A nonprofit’s specific industry matters, too. While the Google Grants program is an excellent way to bolster your online presence, the following three sectors are ineligible to participate:

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

It’s important to note that these eligibility requirements are specific to Google Ad Grants. There are other programs offered by Google, such as Google for Education, which offers support to educational institutions and is designed for different purposes.

2. Website Quality

In its official Website Policy for nonprofits, Google also looks at the attributes and quality of a nonprofit’s website to determine the organization’s Google Grants eligibility. This is because the advertisements purchased via Google Grants will send search engine users to the nonprofit’s website, and Google doesn’t want to direct people to ineffective content. This will negatively impact the user experience and lead to unfulfilled search intent.

When evaluating a website, Google looks for:

  • An owned website: Your organization must own the domain that a Google Ad would direct users to when they click on it.
  • A clear and detailed description of the organization, its mission, and its activities: There should be no mystery as to what your nonprofit does and stands for.
  • Unique website content: Materials on your site should be exclusive to your nonprofit and not found elsewhere on the internet.
  • No broken links: Broken links no longer direct to their previously intended destination. If someone clicks a broken link, it will lead them to a 404 error page. Avoid this by constantly checking your linked materials and updating them as necessary (such as implementing a redirect to a relevant piece of content).
  • Sufficient loading time: There are many factors that contribute to slow loading time, and therefore many ways it can be avoided. For instance, opt for smaller and compressed images as opposed to larger ones to keep your site running quickly.
  • HTTPS security: An HTTPS-secured website is encrypted and therefore offers users greater protection and privacy during their browsing.
  • Noncommercial in nature: Your website must serve the general public, not just those who provide financial contributions. Commercial activity (e.g. product sales, consultation offers, lead generations, etc.) should not be the sole purpose of your website. If anything commercial appears on your website, you must clearly describe how it supports your mission. In certain cases, you must provide an annual report detailing how your organization used the commercially-obtained funds.
  • Limited advertisements: All ads must be relevant to your mission and not obtrusive to site users.

In short, your website simply needs to be high quality. While all these Google Grants eligibility requirements might seem daunting, a well-maintained website will already meet many of these qualifications without needing substantial updates.

3. Compliance With Program Policies

To become Google Grants eligible and remain so, your nonprofit must comply with various program policies set by Google.

This includes following the Google Ad Grants terms and conditions, standard Google Ads policies, Google’s general terms and conditions, and account management policies. Some of these policies include:

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

If you’re unsure if your organization qualifies for the program, reach out to a professional who can verify your eligibility and keep up with compliance standards for you. As we’ll explore later, experts (like the team here at Getting Attention) dedicate their time to learning and staying up-to-date on Google Grants eligibility and compliance rules. That way, you can rest assured that you’ll become and remain eligible!

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


After determining your Google Grants eligibility, here's how you can participate in the program.

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

So, you’ve determined your organization’s Google Grants eligibility. Great! What’s next? It’s time to start the verification process where you set up the relevant accounts and actually fill out the program’s application.

Luckily, the application process is the easiest part of managing your Google Grant account. So long as you’ve got everything squared away with your eligibility, you can start moving through the process as soon as you’re ready.

Here are three easy steps you’ll need to follow to be awarded eligibility into the program:

These are the steps you'll need to follow to confirm your Google Grants eligibility and apply for the program.

  1. Register with TechSoup. If you haven’t already, you need to authenticate your nonprofit through TechSoup. TechSoup works with companies (like Google) to provide nonprofits with discounted and free software, hardware, and services to help streamline their work. Verification typically takes anywhere from 2-14 business days, so be sure to factor this step into your timeline. Once you’re officially registered, they’ll give you a validation token that you’ll need to provide to Google.
  2. Sign up for a Google for Nonprofits account. To access Google Ad Grants, your nonprofit needs a Google for Nonprofits account. It’s a straightforward application process that involves providing your tax identification number, non-discrimination policies, and general contact and organization information. Plus, this account offers many other tools that your organization can take advantage of (like Google Workspace and the YouTube Nonprofit Program). While straightforward, this process could take several days. It’s best to get started as soon as possible.
  3. Apply for the Google Grant. Once your Google for Nonprofits application is approved, you can apply for the Google Ad Grants program. This is a multi-step process that includes: (1) signing into your Google for Nonprofits account, (2) clicking Activate under Google Ad Grants, (3) filling out the eligibility form, (4) returning to Google for Nonprofits, and (5) submitting your account for review.

Bear in mind that this process will take a bit of time since both TechSoup and Google will have to manually review your applications and confirm your accounts, so it’s best to start sooner rather than later. Otherwise, that’s it! In just three simple steps, you can be up and running with Google Ad Grants. From here, you can create your Google Ads account and configure your campaigns to best suit your goals.

If this process seems a bit overwhelming, relax! Getting Attention specializes in helping nonprofits apply for Google Ad Grants, so reach out today for a free consultation! We’ll confirm your eligibility and help you walk through each of the steps above.

Set up a free consultation and let our experts confirm your Google Ad Grants eligibility.

Failing to meet the Google Grants requirements will lead to revocation of your eligibility status.

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

Yes, your nonprofit can absolutely lose its Google Grants eligibility! If your nonprofit doesn’t maintain compliance with the program’s policies, their team will revoke your eligibility and suspend your account. To avoid that outcome, abide by the following best practices: 

Follow these tips to maintain your Google Ad Grants eligibility.

  • Maintain an active account. Google wants to see that you’re making good use of the grant, so log in at least once a month and update your account at least every 90 days.
  • Target ads in a relevant way to a specific region. Make a recognizable effort to target your desired audience by both topic and region. You want your ads to accurately reflect your nonprofit’s mission as well as reach who your mission is relevant to.
  • Evaluate keywords monthly. Check your keywords often to see what’s working and what’s not. Based on your evaluation, restrategize as necessary. Additionally, there are a few keyword rules to keep in mind. For example, no single keywords, overly generic keywords, or keywords with a quality score of 1 or 2 are permitted.
  • Maintain a 5% click-through rate (CTR). Failing to meet 5% CTR for two consecutive months can result in account deactivation.

When Google first established the program around 20 years ago, there weren’t any formal compliance requirements in place. This often led to nonprofits advertising unhelpful content on their website and targeting the wrong keywords that didn’t align with the searcher’s intent, thus connecting them with unqualified prospects. Nonprofits were more focused on spending as much of the grant money as possible to increase their search visibility, rather than connecting with likely prospects.  This decreased the value of the program and probably impacted users’ satisfaction when their Google searches led to irrelevant content.

Thus, the official google Grant compliance rules were officially launched in 2018! These rules weren’t intended to exclude organizations from participating. Rather, they were created to help nonprofits develop thoughtful strategies and leverage the grant money to drive meaningful conversions.

Luckily, Google provides a number of resources to help you meet these Google Grants requirements. For example, to improve CTR, you can pause generic and high impression, low CTR keywords. You can also ensure geotargeting is set for each campaign. Don’t worry about having to figure it all out on your own — Google is here to help and so are dedicated experts like Getting Attention!

If you’ve lost your Google Grants eligibility, don’t stress about it too much yet. Google has a clear process for requesting account reactivation, and they’ll often tell you how you went against the account requirements. You can partner with a Google Grants consultant to work through the reactivation process.

Let's walk through how an expert can determine and maintain your Google Ad Grants eligibility.

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

We know this is a lot of information to take in. Don’t worry, though— you don’t have to navigate Google Grants alone. There are professionals out there who can help you leverage the funding to its fullest potential, starting with confirming your Google Grants eligibility!

Oftentimes, nonprofits will look to traditional marketing agencies for their Google Grants needs. However, the Google Grants program is not the same as standard Google Ads. It’s best to look for agencies that specialize in Google Grants.

For example, Getting Attention is qualified to help you every step of the way. Here are just a few of the many services we can offer your nonprofit throughout your Google Grants journey:

This graphic illustrates the ways Getting Attention can help your nonprofit after you've determined your Google Grants eligibility.

  • Google Grant Application: Our experts can complete the application for you efficiently and effectively, pledging a high success rate for your nonprofit’s acceptance. We’ll check your Google Grants eligibility first and walk through the essential steps so that your account gets approved on the first try!
  • Google Grant Hygiene: While you focus on your nonprofit’s mission, we’ll take care of maintaining your campaign data, tracking conversions, and conducting tests to see which ads inspire conversions.
  • Google Grant Reactivation: If your account is ever suspended, we can help get your account back up and running in no time.
  • Keyword Research: The key to a successful Google Grants campaign is choosing the perfect terms to target. Our research team can do the heavy lifting to make sure you’re using the most relevant and effective keywords for your nonprofit.
  • Grant Management: We’ll help you allocate your funds strategically and ensure you comply with all program rules. We’ll strive to keep your strategy fresh and your pipeline full by taking note of potentially valuable opportunities based on our findings.

Our goal is to meet and beat your expectations with Google Ad Grants. As you can see, confirming your eligibility and maintaining compliance are just one part of that.

If you’re interested in learning more, we’re happy to chat with you about your Google Grant needs. Request a free consultation today, and we’ll get to work on shaping up your Google Ad Grants strategy.

Our professional agency will confirm your Google Grants eligibility.

Partner with a Google Grants agency to determine your nonprofit's Google Grant eligibility.

Wrapping Up

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

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

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

Get a free consultation with our experts and let us confirm your Google Grants eligibility status.

 

Learn about how a Google Grants agency can transform your grant management strategies.

Google Grants Agency: Picking the Best Partner & 12 Firms

Since 2003, Google has offered the Google Ad Grant program to 501(c)(3) nonprofits and empowered them to take their digital marketing to the next level. Eligible organizations receive $10,000 in the form of ad credits every month to host advertising campaigns on Google. So, if you’re looking to get your nonprofit content in front of the right eyes, the Google Ad Grant is perfect for you, and a professional Google Grants agency can help you make the most of your free funding.

When first encountering the program, many nonprofits don’t realize that just because the Google Grant board approved their website and account, it doesn’t mean that the program will automatically bring meaningful results. Ad campaigns require consistent upkeep, performance tracking, and compliance with Google’s official account requirements. Not complying can even result in your account being suspended.

That’s why we recommend working with a Google Grants agency. Professional Google Ad Grant agencies devote their time to researching the program’s compliance requirements, mastering the application process, proactively researching the best keywords, and making the most of each nonprofit’s grant money.

However, you need to put thought behind the Google Grants agency you hire to make sure you agree with their approach. To help start your search and ensure you partner with the right professional, this guide will walk through:

  1. What Is A Google Grants Agency?
  2. Common Services That A Google Grants Agency Will Offer
  3. The Benefits of Hiring a Professional Google Ad Grant Manager
  4. What To Look For in a Google Ad Grant Agency
  5. 5 Key Questions To Ask Your Google Grants Agency
  6. 12 Best Google Ad Grant Agencies
  7. Next Steps for Your Google Grants Strategy

Here at Getting Attention, we work side-by-side with nonprofits to get their accounts approved and maximize their campaigns’ performance. As a Google Grants agency ourselves, we believe in the power that effective Google Ad Grant management holds for nonprofits. The program can truly take your nonprofit marketing to the next level. Don’t let this opportunity go to waste! Let’s get started so you can partner with the right Google Ad Grant manager.

Chat with our Google Grants agency to learn about how we'll manage and optimize your account.
Let’s explore what a Google Grants agency is and why you might hire one.

What Is A Google Grants Agency?

A Google Grants agency is a business composed of experts that help nonprofits manage their Google Ads accounts. A professional agency will handle many aspects of Google Grant management, including eligibility confirmation, program applications, keyword research, ad creation, compliance with the program’s rules, and account reactivation if needed. Their goal is to help nonprofits build awareness for their cause and create high-converting campaigns that are meaningful to their work.

Many nonprofits turn to general marketing professionals to help set up, develop, and maintain their Google Ad campaigns. However, the Google Ad Grant program is not like other Google Ads accounts.

For one thing, the Google Ad Grant program has extremely specific requirements and guidelines that organizations must meet. Failing to comply will result in account suspension. Additionally, regular Google Ad accounts actually have to pay per ad-click, whereas Google Grant participants can display their advertisements for free (up to $10,000/month).

A dedicated Google Grants agency spends its time understanding these compliance requirements and learning how to leverage the program’s tools.
A Google Grants agency might offer these common services to your nonprofit.

Common Services That A Google Grants Agency Will Offer

A Google Ad Grant agency can do more than just set your Google Grant account up. In fact, professional agencies can work side-by-side with you every step of the way, resulting in stronger marketing campaigns and more meaningful results.

Before speaking with or even researching specific agencies, you should understand common services that nonprofits find useful. That way, you can determine the areas in which you need help and enter your conversations with Google Grants agencies with confidence.

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

Google Grant Application

Are you looking to get started with the Google Ad Grant for the first time? If you don’t already have your account set up, a Google Grants agency can help you get started. They’ll help you check your eligibility first. Then, they’ll guide you through the application process, ensuring that your website and accounts get approved on the first try.

These are the application requirements they can help with:

  • Creating a Google for Nonprofits account — This account is not only necessary for Google Grants, but can also provide access to services like Google Workspace for Nonprofits, YouTube Nonprofit Program, and Google Earth and Maps. The application is available through Google for Nonprofits, and the right Google Grants agency can fill it out for you.
  • Registering with TechSoup.org — To verify your Google for Nonprofits account, you’ll need to register your organization with TechSoup.org. TechSoup provides a Validation Token that Google uses to verify your eligibility and confirm your Google for Nonprofits account. If you’ve never registered your organization with TechSoup, a Google Grants agency can help you sign up for an account.
  • Installing Google Analytics on your websiteGoogle Analytics is essential for not only your own data tracking purposes, but it is also a requirement that all websites need prior to applying.
  • Ensuring your website has valuable and promotable content — To get the grant, you’ll need to submit your website for review to the Google Ad Grants team. To ensure you remain eligible, a Google Grants agency can assist in optimizing your web presence and online content.
  • Holding current and valid charity status — You’ll need a current 501(c)(3) status to receive the Google Grant. The right Google Ad Grant agency can make sure that your documents and registrations are all up to date.
  • Obtaining a valid SSL certificate — A Secure Sockets Layer (SSL) certificate authenticates a website’s identity and enables an encrypted connection. You’ll need an SSL certificate on your nonprofit website to move forward.
  • Agreeing to Google Nonprofit Terms – To apply for a Google Grant, nonprofits need to agree and comply with Google’s Nonprofit Terms of Service. Google Grants agencies can walk through the terms and ensure that their clients know exactly what they’re signing up for.

It’s simple — if your nonprofit organization holds valid charity status and your website is well-developed and promotable, then you’ll most likely get the Google Grant. Partner with a Google Grants agency to ensure that nothing slips through the cracks and that the application process goes smoothly.

Google Grant Account Management

Once you’re approved for the Google Ad Grant program, the real work begins. Managing your campaigns can be difficult, especially when you have other projects to juggle and events to plan for your organization.

To help you make the most of your allotted $10,000 each month and drive meaningful conversions, a Google Grants agency will offer the following account management services:

  • Create, maintain, and optimize ad campaigns — Ideally, a healthy Google Grant account has 3-5 ongoing campaigns to drive results. A Google Grants agency can keep track of these campaigns, report on performance, and refine your online content to continuously improve your ads. They can even provide a live dashboard and reporting with Google Analytics and Google Tag Manager so that you can get a sense of your goal progress in real-time.
  • Maintain account hygiene — Don’t worry about having to maintain your data! A Google Grants agency can eliminate outdated and unnecessary data hindering your work.
  • Optimize online website content — As your Google Grants account matures, you’ll find that certain content will need updating or that you’ll need to create whole new pages just to serve your audience’s needs. A Google Grants agency can help with researching keywords that are relevant to your mission and assist with any landing page relaunches or redesigns to drive online traffic and conversions.
  • Consistently check up on your account — Working on your account is an ongoing process. A Google Ad Grant agency will consistently check in with your account and campaigns to ensure that they are doing all they can to promote your mission and increase target actions.
  • Get your account reactivated and compliantManaging a Google Ad Grants account can be confusing, and account suspensions do happen. Suspension is often due to poor account maintenance or a failure to comply with Google Grant guidelines. If your account is suspended, getting it reactivated can be a somewhat painstaking process. Partnering with a professional who knows the ins and outs of the Google Grant compliance rules is your smartest option.

Don’t worry if you don’t spend the full $10,000 each month. Your Google Ad Grant manager knows the ultimate goal isn’t to spend the entire grant, but rather, it’s to use what you can to drive conversions and see measurable results for your organization. It’s much more valuable to spend fewer ad credits and focus on smaller campaigns for a targeted audience than scrambling to spend the entire amount.

Google Grant Compliance

One of the most prominent roles of a Google Grants agency is to keep nonprofits’ accounts in compliance with the program’s guidelines. Otherwise, without full compliance, your account is at risk of being deactivated.

Google revisits and updates its policies from time to time, so the official compliance page will be your best bet if you want to check up on the rules. Here are some of the most important requirements that a Google Ad Grant manager will handle for you:

Keywords

A Google Grants agency will research and choose the best keywords related to your mission. Some of the rules they’ll ensure your campaigns adhere to include:

  • Do not use single-word keywords unless it is one of the approved exceptions.
  • Avoid overly generic keywords that don’t indicate the searcher’s intent. For example, this might include ‘“free videos”, “e-books”, or “today’s news”.
  • Ensure your keyword quality has a score higher than 2. Google calculates keyword quality scores based on expected clickthrough rate, how closely your ad matches the intent behind a user’s search, and landing page experience. A Google Grants agency will check your quality score on a regular basis to pause non-permitted keywords. Explore these qualities more on Google’s Quality Score page.

Data

A Google Ad Grant manager will help you manage your data and make adjustments in compliance with the program’s rules. Some of the data regulations they’ll follow include:

  • Maintain a 5% clickthrough rate (CTR) each month. CTR is the number of clicks that your ad receives divided by the number of times your ad is shown. For example, if you had 5 clicks and 100 impressions, then your CTR would be 5%. A Google Grants agency will keep an eye on your CTR and make adjustments to the ads and landing pages if your campaigns are underperforming.
  • Have valid conversion tracking set up through Google Analytics and Google Tag Manager. A Google Grants agency will set up conversion tracking, monitor your performance, and make adjustments to ensure you’re meeting the minimum of one conversion per month.

Account Structure

Google employs rules regarding the structure your account must follow. A Google Grants agency will understand the required structure, including rules such as:

  • Have at least 2 ads per ad group, with at least 2 ad groups per campaign.
  • Have at least 2 sitelink ad extensions.
  • Respond to the annual program survey sent to the login email addresses on each Ad Grants account.

Bottom line: A Google Grants agency will keep your Ad Grant account in check and ensure that it’s fully compliant with all of the rules, even as Google updates them. Make sure that the Google Ad Grant manager you partner with is able to support your needs as your account grows and evolves.
Get your free consultation with our Google Ad Grant agency.
There are several reasons you might hire a Google Grants agency.

The Benefits of Hiring a Google Grants Agency

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

Here are some of the core benefits you should expect:

    • Fast setup. The application process for the Ad Grants program is pretty lengthy. A Google Grants agency will handle the entire application process for you, then get your ads up and running as soon as your account is approved.
    • Consistent optimization. A key reason for nonprofits to outsource work to an agency is their insight into campaign creation and maintenance. After your ads have been up and running for awhile, they’ll review the data, determine if any improvements can be made, and then implement those optimizations.
    • Clear reporting. Even if you work with data on a daily basis, understanding your ad campaigns’ performance data can be tricky. A Google Ad Grant manager will interpret this data for you, making sure you understand what’s going well and what can be improved.

These are the core benefits of hiring a Google Ad Grant manager.

These professionals have in-depth knowledge of the program’s requirements, features, and tools, so you can spend all of your time focusing on other areas of your organization. All in all, partnering with a Google Ad Grant agency can be incredibly beneficial — so long as you spend time choosing the right one for your team. This brings us to our next topic!
Here’s what you should look for in your Google Grants agency.

What To Look For in a Google Ad Grant Agency

Picking the right Google Ad Grant agency primarily means finding a knowledgeable professional who offers the services you need. Thousands of agencies will say that they can help with the Google Ad Grant, but only a few dozen spend their time fully understanding compliance rules and best practices for ad creation.

You don’t want to partner with a poorly-managed agency and get your account suspended just because they do not fully understand Google’s compliance requirements. To avoid having to go through the process of reactivating your account, a knowledgeable Google Grant agency is essential.

Look for these particular qualities:

  • A focus on Google Ad Grants — Many marketing agencies offer a variety of different services, with the Google Ad Grant being just one of them. More often than not, an agency dedicated to Google Grants or with a core focus on it is your best bet. With a team that focuses solely on the program, you’re sure to know when new features are available or compliance guidelines change.
  • A fair pricing model — The prices that agencies charge can span quite a bit, so make sure you’re understanding the full pricing model before you make any major decisions. For instance, inquire if they have a set-up fee (which is not standard) or if they charge you for an audit (which is often free).
  • Agency case studies — Oftentimes, established agencies will feature case studies depicting how they’ve helped nonprofit clients increase online conversions with Google Ad Grants. It can be helpful to specifically find case studies with organizations similar to yours in size and goals.
  • Reviews and testimonials — Along with case studies, make sure to look up reviews and testimonials. While the agency likely boasts positive reviews on their website, it can also be worth looking into Google reviews and Facebook reviews.

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

These are the essential questions you should ask before hiring a Google Grants agency.

5 Key Questions To Ask Your Google Ad Grant Agency

As you explore different Google Ad Grant managers, you’ll naturally narrow down your options and create a shortlist of potential agencies. Before lining up consultations with these prospective agencies, sit down with your team to determine what questions you’ll ask. That way, you can enter your conversations with potential agencies and better understand if they’ll be a good fit for your team.

Here are the five essential questions that we recommend you ask:

  1. What services are included in your fees? It’s vital that you understand what’s included in an agency’s management fees. Otherwise, you may wind up spending too much and still not receive the services you need. Some Google Ad Grant managers offer an all-inclusive package that covers every aspect of account management, whereas others will offer packages with different combinations of services.
  2. Do you offer landing page consultation? When someone clicks your ad on Google, they’ll be met with your landing page. Your landing page is what will ultimately drive them to donate, volunteer, register for an event, or do whatever you’re asking them to do. Make sure your Google Grants agency will review your landing pages, pick the ones that will help you reach your goals, and optimize the layout and content for you.
  3. How frequently can we expect to hear from you? Clear communication is an essential part of your relationship with your Google Grants agency. Ideally, your agency will assign a dedicated account manager who will meet with you once a month, share results, be willing to openly discuss your account’s performance, and take your input seriously.
  4. Is your Google Ad Grant agency certified? Google’s team created a Directory of Certified Professional Agencies to help nonprofits kickstart their search. Any agencies listed went through an extensive vetting process. However, don’t rule out any Google Grants agencies that aren’t certified yet! Chances are, they just haven’t been through the process yet. What truly matters is if they offer the services you need.
  5. What if we have Google Grants needs outside of your traditional offerings? If your team determines you have needs that fall outside of an agency’s offerings, discuss that with potential agencies. Your Google Grants agency should be willing to chat about their experience in other areas, so you can get the most out of your digital strategies.

Hiring a Google Grants agency is a big decision, so don’t skimp on your research! The one you choose will ultimately impact the performance of your campaigns. By asking these essential questions upfront, nothing will come as a surprise since you’ll understand each Google Grants agency’s approach.  Otherwise, you risk not receiving the services you need, paying too much out of pocket, and ultimately throwing away your grant money.

These are our top 12 Google Grants agency recommendations.

12 Best Google Ad Grant Agencies

Whenever you outsource work to an agency, it’s important that you explore your options before signing a contract. That way, you’ll wind up with one that’s the best possible fit for your organization and needs.

While you can certainly do the digging on your own, we actually have several Google Grants agencies that we’d recommend to kickstart your search. Bear in mind that there are very few professionals that solely focus on Google Ad Grants, so the vast majority of the ones listed here offer other digital marketing and development services. However, we fully recommend going with one that specializes in Google Grants.

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

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

Here at Getting Attention, we specialize in Google Ad Grants. Our team is made up of professionals who know what it takes to develop campaigns that drive real results for your cause — no matter if you’re just getting started or already have active campaigns.

We don’t just quickly review your account and offer some tips. Our team partners closely with yours to fully understand your mission, who your organization serves, and how you can drive meaningful conversions.

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

  • Google Grant application. Don’t worry about forgetting something in your application. Our experts are here to manage every step to ensure that your account is reviewed and accepted.
  • Google Grant hygiene. When it comes to your Google Grant account, data is everything. With our Google Grant agency’s help, you’ll never have to deal with duplicate or outdated data bogging down your processes.
  • Keyword research. A big part of a healthy Google Ads account is determining what your users are searching online. That’s why keyword research is one of our main skills. We’ll make sure your website content effectively serves your audience’s needs and inspires them to take action.
  • Campaign creation and landing page optimization. Our Google Grants agency will develop ads that target the right audience, inspire users to click through, and point them to the best-fitting landing pages. We’ll even redesign and relaunch your landing pages for you!
  • Reporting and goal tracking. Tracking conversions and campaign performance is an ongoing process for Google Grant account holders. Not only can we assist in staying on top of reporting, but we can also pinpoint the most useful opportunities and goals for your nonprofit.
  • Google Grant reactivation. We know that getting your Google Grant account suspended isn’t ideal. If your account was deactivated, we can help you get it up to code and make sure it stays that way.

Our Google Grants agency will help you develop powerful ad campaigns.

Getting Started with This Google Grants Agency

Our experts are fully committed to helping you develop inspiring ad campaigns. Plus, we aim to be fully transparent in our pricing, which is why we don’t charge any upfront fees and will help you manage your Google Ad Grants account for only $499 per month.

Get a free consultation, so we can chat about how we can help your nonprofit grow through powerful Google Ad Grant management. Don’t see a Google Grants service on our website that you need? We’re open to chatting about our experience in other areas to help you make the most of your campaigns!

Get a free consultation with an expert at our Google Grants agency.

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

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

DNL OmniMedia is a well-known nonprofit technology consultant. Their team of professionals strives to empower nonprofits to better leverage their technology and amplify their causes, which is why we highly recommend them for your technological needs!

As part of their offerings, they offer Google Grant services. While it’s not their sole purpose, they’re a solid choice for any nonprofit that wants to get more out of the program. They’ll help you with the following:

  • Keyword strategy development. This Google Grants agency will work with you to understand your priorities. Then, they’ll develop a keyword strategy to help you target terms that are central to your mission, connect with likely prospects, and ultimately achieve your goals.
  • Analytic management. DNL OmniMedia fully understands the importance of effective data management. Their team is experienced with Google Analytics and can create custom reports that make sense for your campaigns’ priorities.
  • Website development. A big part of your Google Ad campaigns’ performance is the content you promote. Powered by skilled developers, DNL OmniMedia can help you create a powerful website that communicates your cause and drives conversions.

DNL OmniMedia is a reliable technology consultant and Google Grants agency.

Getting Started with This Google Ad Grant Manager

DNL OmniMedia will serve as an effective Google Ad Grant manager for your cause. Start by researching their other offerings to see how they can help optimize other areas of your nonprofit’s technology strategy!

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

3. RKD Digital | Best Google Ad Grant Agency for Digital Marketing

As the first full-service direct-response company to be added to the Google Grant Certified Professional Community, RKD Digital is a Google Grants agency that works with nonprofits to produce effective marketing strategies. Since 2004, they’ve empowered their nonprofit clients to spark meaningful relationships in the digital world. They’ll help you craft campaign strategies and messaging, helping you harness the power of available online marketing opportunities like the Ad Grants program.

Backed by deep experience in the nonprofit industry, they’ll help you reimagine what marketing looks like with Google Grants services, such as:

  • Account activation. Rest assured that this Google Ad Grant agency will handle every part of the application process, from securing validation tokens to filling out relevant applications.
  • Campaign and ad creation. This Google Grants agency will build high-level campaigns that follow the appropriate account structure. They’ll even write the ad copy for you!
  • Holistic strategy development. They’ll help you determine how Google Ad Grants fit into your multichannel marketing strategy, so you can intertwine your efforts and achieve your conversion goals.

RKD Digital is a Google Grants agency that can take your digital marketing to the next level.

 Getting Started with This Google Grants Agency

If this agency sounds like a good fit, check out their website to learn more about their approach to Google Ad Grant management. You can also dive into some of their other digital marketing services before contacting their team!

Check out Allegiance Group, an experience Google Ad Grants agency for nonprofits and associations.

4. Allegiance Group | Best Google Grants Agency for Fundraising

Allegiance Group is an experienced Google Grants agency that works exclusively with nonprofits and associations to grow their online footprint. They’re a full-service firm that intertwines fundraising, marketing, and technology, so their nonprofit clients can inspire action and make an impact. Their approach to marketing is to build story arcs that blend stewardship, engagement, advocacy, and fundraising communications, so you can effectively bring your mission to life through your digital content.

They’ll help you harness the power of the Google Ad Grant to share your powerful content and drive conversions with the following services:

  • Ad creation. Allegiance Group will craft the copy for your Google Ad campaigns, ensuring it fits your nonprofit’s voice. Then, they’ll monitor your ad campaigns and make adjustments based on the metrics it generates.
  • Form optimization. Thanks to their experience with form creation tools like EveryAction and Salesforce, Allegiance Group can optimize your landing pages. Using your preferred platform, they’ll develop custom forms and surveys that you can promote with Google Ads and drive more conversions.
  • Custom reporting. Allegiance Group will develop custom implementations of Google Analytics for your team. They’ll deliver insightful reports and grant you access to real-time dashboards, so you can check in on your ads’ performance whenever you want. They’ll share critical metrics, interpret your data, and even give recommendations for your next Google Ad Grant campaign.

Allegiance Group is another great digital marketing and Google Grants agency.

Getting Started with This Google Ad Grant Agency

Allegiance Group will enable you to intertwine your digital fundraising and marketing efforts. Explore their website to learn more about how they can leverage your Google Ad Grant money to grow your fundraising and connect with likely prospects.

WebFX is another great Google Grants agency, even though they primarily serve businesses.

5. WebFX | Best Google Grants Agency for NGOs

WebFX prides itself on driving qualified traffic, converting visitors, and leveraging cutting-edge technology to deliver real results to their clients. While their primary focus is on businesses, they also empower NGOs to take advantage of Google Ad Grants and are even part of the Certified Partner Directory.

As a leader in SEO, PPC, social, and web design services, this Google Grants agency can empower you with offerings like:

  • Industry analysis. They’ll analyze the current SEO landscape of your industry, so you can determine what your prospects are searching for online and what content they’ll interact with.
  • Ad copy and performance testing. They’ll handle the copywriting for you. Then, they’ll monitor your campaigns’ performance to determine what drives users to engage with those ads.
  • Google Analytics tracking. WebFX has plenty of experience with Google Analytics, so they’ll make sure you set up goal tracking in compliance with the program’s guidelines.

If you're looking for an effective Google Grants agency, consider WebFX!

Getting Started with This Google Grants Agency

WebFX is backed by a team of experts to help you make the most of your SEO strategy. Take a look at their website to learn more about their digital marketing services to make sure they align with your nonprofit’s needs.

TrueSense Marketing is a Google Grants agency with plenty of SEM experience.

6. TrueSense Marketing | Best Google Grants Agency with SEM Experience

Composed of more than 200 professionals with search engine marketing (SEM) experience, TrueSense Marketing is a reliable Google Grants agency. Their team of specialists will handle every step of the process, from your initial application to ongoing maintenance. They know what it takes to create marketing materials that will stand out on search engine results pages and can make sure your ads are put in front of the right audience.

They’ll work alongside your team and create powerful Google Ad campaigns through services like:

  • Keyword research. They’ll do plenty of research to determine what your most likely prospects are searching for online. Then, they’ll make sure your ads point them to landing pages that match their needs.
  • A/B testing. By tweaking elements like the ad copy, title, and landing page, they’ll create multiple versions of your ads to find out which elements drive users to convert. Then, they’ll make adjustments to create the best possible ads for your nonprofit.
  • Campaign optimization. After your ads are pushed live, they’ll run search query reports to determine anything that’s not working. Then, they’ll make adjustments accordingly.

For a Google Grants agency with an SEM background, check out TrueSense Marketing.

Getting Started with This Google Ad Grant Manager

TrueSense marketing knows what it takes to meet your digital supporters’ needs. Take a look at their website to learn more about their approach to Google Ad Grant management.

Digital Ninjas is an Australian-based Google Ad Grants agency.

7. Digital Ninjas | Best Google Grants Agency for Advocacy Organizations

Based in Australia, Digital Ninjas is a professional consulting firm that helps nonprofits drive greater fundraising and advocacy results through digital campaigns. With services dedicated to Google Ad Grant management and organic search, they’re a trusted source for all aspects of your SEO strategy.

Here are some of their core Google Grants services that will help you stick out online:

  • Google Analytics. The experts at Digital Ninjas will help you measure the metrics that matter most to your organization within Google Analytics. Whether it’s fundraising results or engagement with your advocacy work, they’ll help you track it.
  • Ad copy development. Trust that this Google Grants agency knows how to develop high-quality ads. They’ll make sure they understand your organization’s brand voice and goals, so they get the ad copy right the first time!
  • Account development. Once they’ve pinpointed the right keywords and gotten the ad copy approved, they’ll build out your account and make sure everything’s ready to go.

If you work at an advocacy organization, take a look at Digital Ninjas, a certified Google Grants agency.

Getting Started with This Google Grants Agency

Operating at Ninja-like speed, Digital Ninjas is prepared to make your SEM endeavors a breeze. Check out their website to learn more about their approach to Google Ad Grants and other paid search ads.

Uprise Up is a Google Grants agency located in the U.K.

8. Uprise Up | Best Google Grants Agencies for UK-Based Organizations

Located in the United Kingdom, Uprise Up is a data-driven digital media agency. They strive to help mission-driven organizations make a positive difference in the world by enabling laser-focused marketing strategies. As part of their relentless endeavor to further social good, they offer Google Ad Grant management services to nonprofits.

They’ve honed their tactics to help nonprofits extract maximum value from the Google Ad Grant and offer services such as:

  • Account testing. Uprise Up will run your account through its Ad Grant policy checker to make sure you’re always adhering to the rules. They’ll also continually test your campaigns’ results to make sure they’re driving qualified prospects to your site.
  • Future-proofing. As a certified partner, Uprise Up is on top of the program’s requirements and will respond to any new algorithm changes as soon as they hear about them.
  • Compliance. This agency uses automated scripts to continually check that your account adheres to the policies. If anything is flagged, they’ll make the necessary adjustments to your account.

If you're located in the United Kingdom, check out Uprise Up's Google Grants agency.

Getting Started with This Google Ad Grant Manager

As one of the few UK-based Google Grants agencies, Uprise Up is a great choice for UK organizations. Although, they are certified, so they receive advice from the Google Grants team located in California as well. Before reaching out, take a look at their website to learn more about their work.

Koios is a Google Grants agency that works with libraries.

9. Koios | Best Google Grants Agency for Libraries

With a sole focus on libraries, Koios empowers its clients to make their library’s resources more discoverable online. The agency’s goal is to enable libraries to reach beyond their existing patron base to bring in new supporters through effective Google Ad Grant management.

Trusted by dozens of clients, they help libraries around the country take advantage of the program through helpful services such as:

  • Google Grant application. Their team will help you get your verification token from TechSoup, set up your Google for Nonprofits account, and configure your Google Ads account. If Google turns down your application, they’ll follow the instructions provided to reapply.
  • Ad optimization. Koios will monitor your campaigns and make sure you’re driving meaningful conversions. They even boast an average 12.8% CTR, which is well above the industry average of 3%.
  • Catalog awareness. This is the bedrock of Koios’ service. You simply provide their team with a complete set of MARC records, and they’ll put the entire thing online. Doing so helps expose catalog records through your ads that would otherwise be invisible to Google.

Koios is a Google Grants manager that will help your library expand its reach.

Getting Started with This Google Grants Agency

If you work for a library and see your organization benefitting from the program, Koios will be a great addition to your team! They offer a 60-day free trial, so you can see what it’s like working with their experts. Before reaching out, explore their website to learn more about what they can do for you.

INTK is a Google Grants agency that works specifically with cultural organizations.

10. INTK | Best Google Grants Agency for Cultural Organizations

Trusted by more than 30 organizations, INTK is a great choice for your Google Ad Grant management needs. They work exclusively with cultural organizations, so if you work for museum, performing arts center, or another type of cultural organization, they can help you generate awareness through targeted ads on relevant search results pages.

Here are some of the core services they offer to help you make the most of the opportunity:

  • Google Grant application. With a 99% success rate, they can help you apply for the program. In the off chance that your account isn’t approved, they’ll take the appropriate steps to ensure it is.
  • Campaign creation and maintenance. They’ll help you get your campaigns up and running. Then, they’ll perform monthly maintenance to ensure everything’s in line.
  • Website design. While separate from their Google Ad Grant management services, INTK also offers web design and development. They’ll create a website unique to your industry with the features you need. That way, you can develop valuable content to promote through your Google Ads.

INTK is a professional Google Grants manager that can optimize your Google Ad Grants account.

Getting Started with This Google Ad Grant Agency

Bear in mind that INTK is based in the Netherlands. However, they’re also certified by Google and have direct access to the Google Ad Grants team, which means their in the loop with the latest changes in the program’s compliance requirements. Take a look at their website to learn more about their approach.

Platypus Digital's Google Grants agency is a reliable choice for any nonprofit.

11. Platypus Digital | Best Google Grants Agency for Multichannel Strategies

Platypus Digital is a leading digital marketing agency for charities. Whether you need them to set up your Google Ads account from scratch or optimize your existing account, their team of experts is there to help every step of the way. With expert Google Ad Grant management, they’ll help you make the best use of your grant to increase brand awareness, connect with motivated supporters, and increase donations.

Here’s how they help you maximize the return on your efforts:

  • Compliance audit. Request a one-off compliance audit where they’ll analyze your account and walk you through the exact changes you need to make to be in line with Google’s requirements.
  • Up-to-date reporting. They’ll keep you updated on your performance through Google Data Studio dashboards by objective. They’ll also send you regular emails and scheduled reporting calls where they walk you through results.
  • Multichannel strategy development. In addition to managing your Google Ad Grants, they’ll also manage paid Google Ads and GrantsPro accounts. Plus, they’ll run search, display, YouTube, and shopping ads. In turn, you’ll have a more holistic marketing strategy backed by certified Google Ads strategists.

Develop strong multichannel marketing strategies with help from Platypus Digital's Google Grants agency.

Getting Started with This Google Grants Agency

Since 2014, they’ve worked with more than 160 nonprofits to enhance their digital marketing and fundraising efforts. If you think they’d be a good fit for your organization, explore their website to learn more about their Google Grant services.

Farrer Digital is a Google Grants agency that will help you optimize your strategies and conversions.

12. Farrer Digital | Best Google Grants Agency for Maximizing Conversions

As one of seven certified Google Ad Grants professionals in the United Kingdom, Farrer Digital is a reliable choice for any size nonprofit. The agency was established in 2012 and founded on the principle that business should be transparent and direct. The agency’s sights are set on the long-term success of each client, so you know your account is in capable hands.

Here are their core Google Grants services:

  • Google Grant application. Simply provide them with your registered charity number and TechSoup validation token, and they’ll apply for the grant for you within 10 minutes.
  • Strategy development. Once your account is approved, they’ll meet with your team to discuss your account strategy. They’ll help you determine the best way to allocate your $10,000 each month and drive higher traffic to your site.
  • Conversion rate optimization. They’ll take the time to understand the source of your website traffic and how users interact with your site. Based on this, they’ll design a digital strategy and optimize your landing pages to deliver the best user experience, thus maximizing each ad’s conversion rate.

Farrer Digital is a reliable Google Grants manager for conversion rate optimization.

Getting Started with This Google Ad Grant Manager

Farrer Digital is a solid choice for any nonprofit looking to maximize its ROI with more intentional digital marketing solutions. If you’re looking for a Google Grants agency that strives to drive long-term growth, this firm might be the right choice for you. Before reaching out, take a look at the other digital marketing services they offer.

Here's how you should kickstart your Google Grants agency hiring process.

Next Steps for Your Google Grants Strategy

When it comes to starting your nonprofit online marketing on the right foot, the Google Ad Grant is your answer. However, applying and maintaining your account is no walk in the park. Whether you’re having trouble proving your website is valuable or can’t keep up with Google’s compliance guidelines, turning to a professional Google Grants agency, like Getting Attention, is your best bet.

While we shared several recommendations, Getting Attention is the only full-service agency that focuses solely on Google Ad Grants above. We’ll handle every aspect of your account, starting with eligibility confirmation through ongoing maintenance. In no time, you’ll start driving more conversions, connecting with more prospects, and generating great results for your cause! If you’re interested, reach out for a free consultation. Like we mentioned, we’re happy to discuss our experience in other areas that aren’t listed on our site.

In the meantime, are you interested in learning more about Google Ad Grants or marketing your mission effectively? Explore these great additional resources:

Reach out to our Google Grants agency to transform your account management strategies.

Learn everything you need to know about Google Ad Grants for nonprofits in this guide.

Google Ad Grants for Nonprofits: The Complete Guide

Google Ad Grants are an incredible marketing and fundraising opportunity rolled into one. Created in 2003, the program was designed to help nonprofits amplify their most important content and effectively reach larger pools of donors, volunteers, and advocates.

By equipping eligible organizations with $10,000 in ad credits per month to reach out to supporters online, the Google Ad Grant program enables nonprofits across the world to see a phenomenal increase in website activity and digital conversions. 

Even though the program has been around for almost two decades now, there are still plenty of nonprofits out there that aren’t taking advantage of this powerful program. However, if your nonprofit wants to thrive in this modern space and ensure its website reaches the right audience to push your mission forward, starting with Google Ad Grants will establish a secure and dependable marketing foundation in which your organization can grow.

Chances are, you fall into one of three areas: you already have an account but need help leveraging all of its capabilities, your account has started to lag and you want to reinvigorate it, or you don’t have an account at all. Whatever your situation may be, you’re in the right place! This ultimate guide to Google Ad Grants for nonprofits will teach you about:

Here at Getting Attention, we specialize in Google Ad Grant management in hopes of empowering nonprofits to take full advantage of the program. We dedicate our time to learning the rules of the program and the latest best practices for maximizing ad campaigns. That way, our nonprofit partners can amplify their work and connect with a larger pool of motivated prospects.

Without further ado, let’s dive in!

Contact us at Getting Attention to enhance your Google Ad Grants management.
This section will review the fundamentals of Google Ad Grants.

Google Ad Grants for Nonprofits: The Basics

Before deciding if Google Ad Grants are a smart investment of your time, make sure you have a solid grasp of the fundamentals, starting with what Google Ads are. That way, you can get a sense of how the program will fit into your current strategic goals.

What Are Google Ads?

Google Ads (formerly known as Google AdWords and Google AdWords Express) is a digital marketing solution that businesses and nonprofits use to promote their products, services, and other marketing content to web users. The platform strategically places ads on search engine results pages (like Google’s) as well as on other websites. The program allows advertisers to choose specific goals for their ads, such as increasing website visits or phone calls.

For example, when you look up a term or question on Google — like “ocean conservation” — you’ll get tons of results for educational articles and news stories. Along with these results, you’ll also run into advertisements that promote content from nonprofits that are dedicated to supporting this cause. Some of these are donation pages, whereas others are service pages that explain the organization’s work.

Here's an example of a nonprofit putting its Google Ad Grants to use.

While Google Ads are similar to Google Ad Grants, they are also very different. There are stricter guidelines to be a part of the Google Ad Grants program. Additionally, Google Ads participants have to pay a fee per ad click instead of using a fund each month.

What Are Google Ad Grants?

The Google Ad Grants program gives eligible nonprofits $10,000 in free advertising credits every month. Organizations can use their grant money to bid on different keywords and promote specific pages on their website through text-based ads. Most often, these pages include donation pages, service pages, and educational content that align with the search term. So long as the organization complies with the program’s rules, the grant will automatically reactivate each month.

The overall goal of the program is to enable organizations to increase awareness of their causes in an effort to make a greater impact on the world. Think of it as your secret weapon for spreading awareness for your cause, expanding your donor and volunteer network, sharing essential updates with your supporters, and ranking higher on Google.

Bottom line: If you’re looking to increase marketing for your charitable organization, Google Ad Grants will allow you to do so without spending a single penny.

Are Google Ad Grants Free for nonprofits?

Yes, participating in the Google Ad Grants program is entirely free to eligible organizations! All you have to do is meet the program’s eligibility criteria, apply, set up campaigns that align with the keyword requirements, and keep your account compliant on an ongoing basis.

While entirely free, creating and maintaining your account will take substantial time and effort. To truly be successful, you’ll need to either devote a staff member’s time to managing your ad campaigns OR outsource the work to a Google Ad Grants agency. We recommend turning to an agency that will handle the application process, ad campaign creation, account hygiene, and ongoing compliance. That way, you can sit back and focus on how you’ll engage the new prospects who find you through your ads.

Potential Use Cases For Google Ad Grants

The Google Ad Grant program is about much more than driving traffic to your website. When you think critically about the pages you want to promote, you can create carefully-targeted ads that promote your events, inform people about your cause, and recruit passionate supporters to power your mission.

Nonprofits commonly leverage Google Ad Grants to:

  • Inform and educate the public by promoting educational content.
  • Increase the visibility of their upcoming events like webinars, conferences, and 5Ks.
  • Share volunteer registration forms and other volunteer-related content to boost recruitment.
  • Promote advocacy activities like online petitions.
  • Share donation and sponsorship opportunities to increase funding.
  • Provide information about any of the organization’s services.

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

Let's take a look at the advantages of leveraging Google Ad Grants for nonprofits.

The Benefits of Google Ad Grants for Nonprofits

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

While free funding and connecting with new supporters is certainly a plus, what are the specific benefits that the Google Ad Grant program offers? Let’s take a dive into a few advantages that nonprofits experience when they invest time into Google Ad Grants.

These are the most common reasons nonprofits leverage Google Ad Grants.

Boost Site Engagement.

You spend time creating valuable content on your nonprofit’s website. Naturally, you want people to see the most important content that also aligns with their goals. Google Ad Grants allow you to direct readers to the pages that they’ll find most valuable, thus improving the user experience.

By analyzing the search intent for different search terms, you can pinpoint what content they’ll find most valuable. For instance, someone who searches “animal shelter volunteering” will obviously be a strong prospect for your volunteer program. In that case, you’d want to use your Google Ad Grant money to promote your site’s ‘Volunteer’ page where they can explore upcoming volunteer events.

Increase Online Conversions.

The goal of Google Ad Grants is to amplify your cause on a larger scale and inspire more people to get involved with your cause. For data-focused nonprofits, this can be translated into tracking conversions. You can create and promote forms and pages that help you boost conversions for different activities.

You’ll be able to increase online conversions like:

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

Whether you’re focused on becoming well-known in the event space or inciting political change, Google Ad Grants can get you there. As we mentioned, think through the specific pages you promote and how they’ll help you meet your conversion goals.

Enhance Supporter Communications.

If you work in mission-driven marketing, you know your organization faces the ongoing challenge of increasing email open rates, boosting social media interactions, and generally keeping your supporters informed. This inhibits your ability to spread the word about important initiatives and share crucial updates regarding your work.

Google Ad Grants are a natural addition to your communication strategies. While they certainly don’t replace your need to email and call supporters, they can help increase your visibility online.

Learn What Inspires Supporters.

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

Google Analytics will provide you with in-depth data regarding your campaigns’ performance, user engagement, and website interactions. In turn, you can optimize your site’s content to effectively inspire more users to engage with your cause.

You Don’t Have to Compete for Funds.

One of the best parts of the Google Ad Grants program is that it’s not like a traditional grant where there is only a limited amount of money to give to one or a select few organizations.

With traditional grants, eligible organizations must compete for the money, and whichever organizations demonstrate the highest need for funding are most likely to win the grant. With Google Ad Grants, there’s no competition to win the grant money. Rather, any organization that meets the program’s requirements will be awarded $10,000 in ad credits each month.

The Google Ad Grants program has several eligibility requirements in place.

Google Ad Grant Eligibility Requirements

Considering that $10,000 per month is a sizeable contribution, Google requires that nonprofits meet several requirements in order to be deemed eligible for the program. We have an entire article that walks through the program’s eligibility requirements, but let’s walk through the highlights, as well as which organizations shouldn’t invest their time into the program.

What Do Nonprofits Need To Be Eligible?

To qualify for Google Ad Grants, nonprofits must meet a set of rigorous standards. It’s important to note that the program is available in over 50 countries, with each having its own requirements. For the sake of simplicity, we’ll primarily discuss the eligibility requirements for organizations in the United States.

Here are the following requirements that U.S.-based nonprofits must meet:

Use this checklist when determining your nonprofit's Google Ad Grants eligibility.

  • Hold current and valid charity status. You must have a current 501(c)(3) status, meaning that the IRS recognizes you as an official charitable organization and exempts you from tax obligations.
  • Acknowledge and agree to the Google Ad Grants program’s required certifications regarding how to receive and use donations obtained from the grant. You must also agree to the Google for Nonprofits and Google Ads terms of service.
  • Have a functioning website that provides valuable content regarding your nonprofit and mission. Any pages you promote through Google Ad Grants will live on your nonprofit’s website. As part of their standard eligibility check, Google requires that you own the domain, include unique website content, and feature a detailed description of your organization’s mission and activities. These are just a few of their website quality guidelines.
  • Have an SSL certificate. SSL stands for Secure Sockets Layer and is a security protocol between a web server and browser. This will look like a lock icon in the navigation bar in Google Chrome. If there is no lock and you see the words “not secure” next to your website’s URL, it means SSL is not installed or there is another issue.

If your nonprofit organization has a solid foundation in the digital space, it doesn’t take much to be eligible for the Google Ad Grant. However, there are also Google Ad Grant agencies that can help with the process and make sure you comply with Google’s requirements and have an optimized website.

What Organizations Are Not Eligible for Google Ad Grants?

While the Google Ad Grants program is widely available to many charitable organizations that want to reap its benefits, there are a couple of exceptions.

These are the types of organizations that are not eligible to apply and use Google Ad Grants:

  1. Government: All government-affiliated entities and organizations
  2. Healthcare: All hospitals and medical groups
  3. Education: All schools, childcare centers, academic institutions, and universities — However, the philanthropic arms of educational organizations are eligible!

We’d like to note that Google does have a similar grant program for educational institutions, so if this is applicable to your situation we recommend checking it out.

Who Should Apply for Google Ad Grants?

Many small nonprofits wonder if they should apply for the Google Ad Grants program — will it genuinely help them? The general answer is yes!

The Google Ad Grants program was designed for any organization to promote its worthwhile mission, regardless of its size. However, while all nonprofits are encouraged to apply for Google Ad Grants, that doesn’t mean every organization will find it beneficial to their mission.

The Google Grant is especially helpful for organizations that have extremely relevant missions and topics — meaning many people are searching for it online — and have an established website with content that reflects and supports those topics. 

So, the main factors to bear in mind when determining the potential value of Google Ad Grants for your organization include:

  • How many people are searching for the topics that are central to your organization’s mission
  • Whether your website has valuable content that addresses those topics

If so, then the Google Ad Grant can be very beneficial. It doesn’t matter if your nonprofit is just getting started or if your work already spans across multiple countries. Many small nonprofits have valuable website content that effectively serves their audience and promotes their mission— making them the perfect Google Ad Grants candidate.

In fact, the Google Ad Grant program gives smaller nonprofits an even playing field compared to other larger organizations. If your organization is eligible and has an established web presence, we fully recommended applying.

However, bear in mind that the program is a big undertaking. It requires more than a set-it-and-forget-it approach. Consider outsourcing the work to a dedicated agency that can apply for you, create your ad campaigns, and make sure you continue complying with all Google Ad Grant rules.

Reach out to learn about how we can transform your Google Ad Grants management.


Let’s review how you can apply for the Google Ad Grants program.

How To Apply for the Google Ad Grants Program

Getting accepted into the Google Ad Grants program isn’t as complicated as it may seem. However, there are a couple of essential steps that must be followed if you want to be deemed eligible and attain the program’s benefits.

To apply for the Google Ad Grants program, here are the basics steps you’ll need to follow:

 Use this chart to see what your next step is to apply for Google Ad Grants for nonprofits.

1. Register Your Nonprofit with TechSoup.

So you’ve determined that your nonprofit is eligible for the program — great! The next step is to register and validate your organization with TechSoup.org. TechSoup is a nonprofit that partners with corporations (like Google) to help provide technology and other resources to nonprofits at discounted rates.

To join TechSoup, you’ll need to:

  1. Visit the TechSoup registration page to sign up for an account.
  2. Choose your preferred language and the country in which your organization operates.
  3. Click ‘New Member’, register, and agree to the terms.

Once they verify your organization, they’ll provide you with a validation token that you’ll need to provide to Google, which brings us to our next step.

2. Enroll in Google for Nonprofits.

If you want to apply for the Google Ad Grants program, it’s essential that you have an active Google for Nonprofits account first. If you already do, you can skip to Step 4. Otherwise, the application is available through Google for Nonprofits.

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

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

To enroll in Google for Nonprofits, you’ll need to provide your tax ID number, contact information, and TechSoup validation code. Bear in mind that it can take several months to get approved, so it’s best to get started as soon as possible.

3. Ensure Google Analytics Is Installed.

While Google Analytics is essential for your own data tracking purposes, it’s also a requirement that all websites need to have prior to applying for Google Ad Grants.

We recommend installing Google Tag Manager on your website and setting up some conversion tracking goals for your site. These goals should be valuable actions that you want your audience to complete while on your site, like making an online gift.

These goals can guide your analytic strategies and help determine the content or pages that will best appeal to users and inspire them to complete that goal. Plus, this will allow you to effectively track your Google Ad Grant campaigns and tweak them as needed.

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

After your Google for Nonprofits account is approved, you’re ready to apply for the Google Ad Grants program! As part of the process, you’ll need to submit your website for review to the Google Ad Grants team. They’ll certify whether you’re eligible by determining if your web presence and content are ready.

From here, Google will review your account and respond with further instructions, typically within 3 business days. Once you’re approved, you can then start building out a basic Google Ads account, and then submit that for review as well.

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

Bonus: If you want to dive further into the process, check out our ultimate guide to Google Ad Grants applications, where we explain each of these steps in more detail.

Leverage these tips for better Google Ad Grants management.

Tips for Effective Google Ad Grants Management

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

Here are the 5 key best practices to better Google Ad Grants management.

1. Develop Valuable and Promotable Website Content.

If you want your Google Ad Grants account to be successful and provide value to your supporters, you need to have valuable website content that will inspire your audience to take action. Otherwise, all the leads you generate will likely turn to other websites that provide the information they’re looking for.

Look at your website pages and make sure that they have:

  • A high search volume topic. Sometimes you’re prioritizing content on a topic that very few people search for. A dedicated blog post that summarizes a volunteer event likely won’t get as much traffic as more educational informational content that answers the most common questions about your mission and work. To get a better idea of the terms and topics your audience is actively seeking out, check out Google Trends or other search engine optimization (SEO) tools like Moz.
  • One single focus. A common problem that nonprofits run into is not having enough dedicated content on important topics. Don’t lump your most searched questions into one page. The important big topics should all have their own page or blog post on your website.
  • Enough content. Don’t make a different page for each topic just for the sake of doing so. Google won’t respond positively to a page with just a couple of sentences on it. Taking the time to develop researched and comprehensive pages will not only perform better with your Google Ad Grants campaigns, but it’ll increase your organic search engine rankings as well.
  • Effective calls to action. When someone lands on these well-developed and valuable website pages, they should know the exact next step you want them to take. From filling out a form to signing up for text alerts, make this next step clear with a strategically-placed call to action in the form of a prominent button or link.
  • Mobile responsiveness. Around half of all nonprofit website traffic comes from mobile devices. Ensuring that your content is mobile-accessible will encourage users to stay on the site and continue exploring your content. Otherwise, they may have to pinch and zoom or rotate their devices to effectively interact with your site. Not to mention, Google also uses this as a ranking factor for organic traffic (AKA the traffic you receive from sources other than ads).

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

2. Measure Campaign Performance.

Google Ad Grants aren’t just about spending $10,000 a month — they’re about making meaningful and valuable conversions. Upkeep is vital to the success of your campaign performance. Similar to many tools, it all depends on your ability to monitor (and translate) performance data, then make adjustments as needed.

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

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

  • Making an online donation
  • Registering to volunteer
  • Signing up for your email list
  • Submitting a contact form
  • Signing an online petition

These are the most common conversion goals that nonprofits set for their ads.

Don’t forget to first set up conversion tracking for each of these actions using Google Analytics. Once you’ve set up conversions for each key action that you want to track within Analytics, you can then use them in your Google Ads.

Because your grant ill renew monthly, monitoring performance on an ongoing basis is key to ensuring your nonprofit continues to comply with all Google Ad Grant rules and standards.

3. Undertsand Your Audience.

Google Ads provides you with several options on who to show ads to and when. That’s why you should take the time to define your target audience for each of your campaigns and the keywords you want to target. Then, you can leverage this information and configure your campaign settings accordingly to ensure ads show up for the intended audience.

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

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

4. Use Google Ad Grants in Conjunction With Other Marketing Efforts.

Google Ad Grants are a great addition to your nonprofit’s overall fundraising and communications strategy. You can leverage Google Ad Grants to drive people to sign up for your mailing list, follow your social media accounts, or sign up to receive texts from your nonprofit.

Not to mention, you’ll gather a lot of useful data through your Google Ad Grants campaigns, which will be applicable to the other advertising methods. Google Analytics will empower you to learn about the users’ demographics, what content they engage with, and other important insights about your site visitors.

Don’t forget that by applying for Google for Nonprofits, you also have access to a suite of other specialized marketing tools designed to amplify your cause. For instance, the YouTube Nonprofit Program allows you to fundraise on YouTube and ultimately unlock the power of visual storytelling through tailored lessons.

5. Focus on Quality Over Quantity.

While this may come as a surprise, the majority of nonprofits using Google Ad Grants actually do not spend the full $10,000. This could be for many reasons, like:

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

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

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

You’ll need to actively maintain your Google Ad Grants account to see results.

Maintaining Your Google Ad Grants Account

Once your Google Ad Grants account is up and running, your work isn’t quite done. You still need to allocate your $10,000 smartly, figure out which keywords to target in your campaigns, and track those campaigns.

Here is how you can develop a healthy Google Ad Grant account:

  • Run 3-5+ campaigns. Too few campaigns won’t cast a wide enough net, whereas too many campaigns will become difficult to manage. Choose your campaigns based on the content and opportunities you want to advertise. For instance, one campaign might promote educational content related to your mission, while another promotes your volunteer opportunities page.
  • Focus each ad group on a central topic. The ad groups within your campaigns should be specific to your cause. Within each ad group, you’ll have a cluster of related keywords and ads that target an array of related phrases. For instance, let’s say your organization provides at-risk youth with mentoring services, in which case your Volunteer ad group might include keywords like: volunteer to teach kids, mentoring opportunities for underprivileged youth, teach underprivileged kids, and so on.
  • Use a liberal amount of ad extensions. This is a key way to expand your ads with additional information and provide people with more reasons to click your online content. For instance, callout extensions will enable you to add short bullet point phrases beneath your ads to emphasize key information. Sitelink extensions enable you to append links to other pages on your website, and call extensions will enable mobile users to call your organization by tapping a button.

These tips are easier said than implemented, especially when fundraising leaders already have to juggle so many different tasks. In particular, managing the full $10,000 a month can be challenging, in which case you might consider outsourcing account maintenance to a professional agency.

Google Ad Grant Rules To Maintain Compliance

Ongoing compliance is an essential part of effectively managing your Google Ad Grants account. In fact, not complying with the Google Ad Grants policies will lead to your entire account being suspended.

While visiting the official compliance page will be your best bet to up-to-date policies, here are the most important requirements to remember as you develop your campaigns:

Keep these crucial Google Ad Grant rules in mind as you build out your account.

  • Do not use single-word keywords unless it is one of the approved exceptions.
  • Avoid overly generic keywords that don’t indicate the intent of the person searching, for example: ‘“free videos”, “e-books,” or “today’s news”.
  • Ensure your keyword quality has a score higher than 1 or 2. You can determine keyword quality with expected clickthrough rate, ad relevance, and landing page experience.
  • Maintain a 5% clickthrough rate (CTR) each month. CTR is the number of clicks that your ad receives divided by the number of times your ad is shown. For example, if you had 5 clicks and 100 impressions, then your CTR would be 5%.
  • Have valid conversion tracking set up through Google Analytics and Google Tag Manager.
  • Have at least 2 ads per ad group, with at least 2 ad groups per campaign.
  • Have at least 2 sitelink ad extensions.
  • Respond to the annual program survey sent to the login email addresses on each Ad Grants account.

We highly recommend that you frequently check (even bookmark!) the Google Ad Grants compliance page to keep up-to-date, as the rules sometimes do change. If you have any questions, your best bet is to rely on a dedicated Google Ad Grants agency that spends its time familiarizing itself with the program rules.

Reasons Your Account Might Be Suspended

By now, you should understand that your Google Ad Grant will renew monthly if you maintain compliance. If you don’t intentionally maintain compliance, you risk getting your account suspended.

Beyond the basic compliance rules we just walked through, here are the most common reasons that your Google Ad Grant account could be suspended:

  • Losing your 501(c)(3) status
  • Failing to meet the eligibility criteria
  • Abusing the ad network
  • Needing to reverify your account and failing to do so
  • Repeatedly violating the program’s terms and policies
  • Misrepresenting your organization

Similar to maintaining compliance, a Google Ad Grants consultant can help you get back up and running in the event that your account gets suspended. For instance, the experts here at Getting Attention offer reactivation services, where we work with Google to resolve any issues with your account.

Connect with our team to see how we can help your account stay compliant with all Google Ad Grant rules.


Learn how working with a professional agency can amplify your Google Ad Grants management.

Working With a Google Ad Grants Agency

Google Ad Grants management is a full-time job. Oftentimes, nonprofits will turn to professional consulting agencies to manage their Google Ad Grants accounts. With as many compliance rules in place, that’s the best approach you can take!

You might be tempted to turn to a traditional marketing agency to handle your account. However, this is actually not the best approach. Traditional nonprofit marketing agencies don’t specialize in Google Ad Grants. Instead, they offer it alongside other services.

You’ll want to invest in an agency that devotes its time solely to Google Ad Grants. These professionals know what it takes to meet eligibility requirements, select the right keywords for your cause, write ads to appear in search results, and continually monitor campaign performance.

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

Getting Attention’s Approach to Google Ad Grant Management

Here at Getting Attention, we specialize in Google Ad Grant management, with the intention of handling every aspect of the process for you. We’re prepared to help you every step of the way, no matter if you’re learning about the program for the first time or need help getting your existing Google Ad Grant account off the ground.

Some of our core services include:

A Google Ad Grants agency can help optimize your account.

  • Google Ad Grant Applications: Our team of experts will verify your eligibility and can walk you through every step of the application process to ensure that your nonprofit is accepted.
  • Account Hygiene: Maintaining your data and keeping it clean can be a pain point for many nonprofits. We’re here to ensure you never have to worry about outdated or duplicate data bogging down your processes.
  • Google Ad Grants Reactivation: Has your account lapsed or been suspended? We can help get your account reactivated, so you can continue doing the work that matters to your cause.
  • Keyword Research: Through thorough keyword research, we’ll make sure that you’re targeting the most relevant and useful keywords for your cause. That way, you can connect with the most valuable prospects who are likely to convert.
  • Landing Page Optimizations: High-quality and valuable website content is one of the most important components of a successful Google Ad Grants campaign. We’ll relaunch the landing pages you want to promote and even handle the design work!

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

Explore these additional resources to continue learning about Google Ad Grants for nonprofits.

Additional Google Ad Grants Resources

The Google Ad Grants program is an obvious opportunity for nonprofit organizations looking to take control of their digital marketing and expand their audience effectively. However, getting started and maintaining your account isn’t a simple walk in the park.

Between developing high-performing landing pages and pinpointing the keywords that matter most for your work, there’s a lot of work that goes into effectively managing your account. That’s why we highly recommend that one of your staff members devotes part of their time to managing your campaigns or that you outsource the work to a professional agency.

Ultimately, understanding all the Google Ad Grant rules in addition to best practices is your best bet when it comes to making the most of your account. By spending time reading this guide, you’re off to a fantastic start! If you want to continue your research on Google Ad Grants or learn how to market your mission effectively, explore these additional resources:

Contact the professionals at Getting Attention to learn more about Google Ad Grants.

4 New Revenue Streams Your Nonprofit Can Start Using Now

4 New Revenue Streams Your Nonprofit Can Start Using Now

Fundraising can be a little unpredictable. While your nonprofit likely has a good idea of how much funding you can expect from month to month, chances are that a significant percentage of your support comes from individuals who can occasionally change their minds or act in ways you might not have predicted. 

Fortunately, there are a variety of resources your nonprofit can use to increase your funding’s reliability. Specifically, you can add new revenue streams to your fundraising strategy. Adding new sources of revenue may sound like a lot of work on the surface, but in reality, there are many your nonprofit can tap into almost immediately without disrupting any of your other fundraising efforts. 

From passive fundraisers to untapped philanthropy programs, your nonprofit can get started right away with these four revenue streams:

  1. Online Shopping Programs 
  2. Grocery Store Fundraisers 
  3. Matching Gifts
  4. Google Ad Grant

Keep in mind that these revenue streams are meant to supplement your main fundraising activities. After all, you’ll still need to perform your usual donor outreach and campaigning to alert donors to new ways they can support your nonprofit. With that in mind, let’s get started. 

1. Online Shopping Programs 

Do your supporters shop online? Chances are that many of them do, as research has shown there were 256 million online shoppers in 2020, and that number is only expected to grow over the next few years. Your nonprofit can make the most of this trend by encouraging your supporters to participate in an online shopping program. 

Online shopping programs have supporters essentially shop for your cause when they shop at participating retailers. A percentage of the sales total for each of your supporters’ purchases will be sent to your nonprofit. Plus, these contributions come from the retailers, which means your supporters won’t need to spend any more than they normally would while shopping. 

To launch an online shopping fundraiser, you’ll need to get in touch with your supporters and guide them through the following steps: 

  • Supporters download the app or browser extension. Send your supporters a link to download either your nonprofit’s online shopping program app or browser extension. If supporters prefer not to download anything, see if your shopping program has an online portal they can make their purchases through. 
  • Supporters shop at participating retailers. Ideally, your online shopping program should already be partnered with businesses your supporters already shop at, meaning very few of your supporters will need to change their shopping habits to participate. You may even be surprised at just how many different types of retailers participate in online shopping programs, from department stores and restaurants to online course vendors. 
  • Your nonprofit earns. As supporters start making purchases, your nonprofit will earn a steady stream of income through your shopping program. Shopping programs are designed to help nonprofits earn reliable revenue over time, so be patient and continue encouraging your supporters to participate in order to earn. 

Maintaining strong communication with your supporters is essential for a successful online shopping program. Unlike set-it-and-forget-it fundraisers, online shopping programs greatly benefit from regular promotion to attract new supporters to your program and remind current supporters to continue participating. 

2. Grocery Store Fundraisers

While it may be true that not all of your supporters regularly shop online, all of your supporters do need to make routine trips to the grocery store, giving them another chance to help out your nonprofit. Like online shopping fundraisers, grocery store fundraisers help nonprofits earn revenue by contributing a percentage of your supporters’ sales total to your organization. 

Many popular grocery store chains have fundraising programs that your nonprofit can apply to, allowing supporters to help your organization while they shop. Of course, many grocery stores have unique rules for their fundraising program, so be sure to research your local chains before applying. 

Once you join a grocery store fundraising program, be sure to promote it to your supporters. Let them know where and how they can participate, as well as any additional details they need to know to have their contributions count. For example, some grocery stores may need participants to join their rewards or membership program first, which often requires filling out a form in-store or signing up online. 

But don’t stop marketing your program after an initial email letting supporters know it’s gone live. Regularly promote it along with your other fundraisers to let new supporters know how they can make more ethical shopping decisions with your program, while also reminding your current supporters to continue shopping at your partner grocery store. 

3. Employer Gifts

Each time your supporters donate or volunteer, they can earn your nonprofit additional revenue through matching gift programs. Matching gift programs are contributions made by your supporters’ employers, meaning they won’t need to give any extra themselves to make their support go further. 

There are two main types of employer matching programs, and your supporters can make use of both of them to help drive additional income: 

  • Donation matching. When your supporters donate, employers with a donation matching program can match their gift, effectively helping your nonprofit earn double for each eligible donation. Help your donors discover if they qualify for a matching gift and fill out any necessary forms to apply for one. 
  • Volunteer grants. Volunteer grants can be an entirely new revenue stream for many nonprofits, as you’ll be able to collect contributions from your volunteers’ employers whenever they donate a few hours of their time. Companies that offer volunteer grants have a wide range of requirements and potential payouts. For example, Apple has no minimum for hours worked and will donate $25 per hour volunteered, whereas Pfizer requires employees to work at least 40 hours, but will then donate $500. 

While your nonprofit can encourage supporters to research if they are eligible for donation matching or volunteer grants, there are a variety of online fundraising tools that can make the process much easier. For example, matching gift databases allow supporters to enter the name of their employer and then be paired with the necessary matching gift forms automatically. 

4. Google Ad Grant

You can’t start using revenue from a Google Ad Grant right off the bat, but you can set your nonprofit up to qualify for one almost immediately. Google Ad Grants are specifically for online advertising, giving nonprofits $10,000 in ad credits a month. This can significantly change a nonprofit’s online outreach strategy and free up funds that might have previously been allocated to marketing. 

To get started applying for a Google Ad Grant for your nonprofit, ensure that you meet these three requirements: 

  • Have 501(c)(3) status. Google only allows nonprofits with a valid 501(c)(3) status to apply for their program. This means government organizations, hospitals, and schools are not eligible for the Google Ad Grant.
  • Agree to Google’s terms of services. Google has terms of service for how nonprofits will use the grant and Google Ads. Ensure you understand what is expected of your nonprofit to help maintain the grant if your nonprofit qualifies.
  • Have a valuable website with an SSL certificate. Google has a few clear and a few not-so-clear requirements for nonprofit websites. Your website must have an SSL (Secure Sockets Layer) certificate, only ads that relate to your mission, and limited commercial activity. More vaguely, your nonprofit’s website must also be high-quality. In most cases, this will mean having a clear layout, easy to find descriptions of your nonprofit’s mission, content that is unique to your nonprofit, and enough content to demonstrate that your nonprofit is a reliable, long-lasting organization. 

Nonprofits who already have accomplished these three tasks can jump straight into making their Google for Nonprofits Account and applying for a Google Ad Grant. Google will then assess a nonprofit’s website to determine if they are eligible, and, if so, they can begin designing and launching their ad campaigns with their new revenue.


Adding new fundraisers to your calendar can be easy. Explore options that are easy for you and your supporters to get started with, while also considering programs that might take a little while to apply for but can then start earning reliable revenue for the foreseeable future. Good luck!

Does Your Website Need Plugins, Add-Ons, or Custom Software?

Picture this: you’re getting ready to launch a digital fundraising campaign, which means you need your website to be in tip-top shape. On top of that, you’re trying to get your donor database organized so that you know who exactly you should reach out to.

As you’re planning your virtual fundraising events for the campaign, you find that your technology can’t quite keep up. You know there’s a whole bunch of features out there that can help, but you don’t know which ones you need. What do you do?

The world of nonprofit technology and website building can feel overwhelming for anyone, but especially if you don’t consider yourself a tech wizard. Even when you’ve picked your theme, visual builder, and domain name, there still seems to be a ton of additional features you can download to enhance your website. From plugins to add-ons to custom software, it can be difficult to know what you actually need.

But don’t worry — we’re here to help! We’ve put together this guide to explain everything you need to know about the features you can download or create to enhance your website, including:

Whether you have a consultant on your side or you’re navigating this on your own, this guide will help you determine which features you should invest in and which ones you might be able to skip. Let’s dive in!

All About Plugins

First on our list is plugins. Plugins are downloadable features that you can add to your content management software (known as a CMS or website builder) that can enhance your platform. Plugins are most commonly used to add features or functionality to a web builder.

There are tons of plugins to choose from, so how do you know which ones are right for your nonprofit? Here are some tips for selecting plugins:

  • Be sure that you actually need the plugin: Before you start downloading all types of plugins, you should first ask yourself if you actually need the plugin. For example, you may need a plugin that makes your website menu easier to navigate, but you might not need one that also adds section navigation. Having a ton of plugins on your website can sometimes slow it down, so try to avoid installing every plugin that strikes your fancy!
  • Look at the reviews: Once you’ve determined if you actually need the plugin, be sure to read the reviews about the plugin. These can help you determine how well the plugin is supported and if the plugin will actually be helpful and perform how it’s supposed to!
  • Ensure that the plugin is regularly updated: The last thing you want is to download an outdated plugin that slows down your site. Check to make sure that the plugin is regularly updated and that a team of developers is available to resolve any issues.

Only you can decide which plugins are right for your site, but make sure you look at each option with scrutiny. If you’re already feeling the choice paralysis, check out this Cornershop Creative guide to WordPress plugins for nonprofits. They did the hard work of finding the best plugins so you don’t have to!

All About Add-Ons

Now you might think that plugins and add-ons are the same thing, but here we’re referring to  Add-Ons as features built-in as options or tools within the platform you are already trying to use.

It’s important to note that some plugins and add-ons may fulfill a similar purpose. As you’re looking for plugins, check first to see if the platform or program you’re using already offers the same feature in the form of an add-on. For instance, you likely won’t need a plugin to create a blog for your site. Your web builder will already have plenty of tools and add-ons to help you add a blog directly to your site.

Here are some examples of add-ons that your nonprofit might find valuable for your website:

  • Social media sharing tools: Adding a social media integration is a great way to help your supporters connect with you online. Pre-built social media integrations will also make it easier for your visitors to share photos, flyers, or videos with their personal networks, helping to spread the word about your nonprofit.
  • Online forms: Your nonprofit likely requires visitors to fill out a form if they want to make a donation, enroll in your volunteer program, or sign up for your email newsletter. Your web builder likely already has options available for you to easily build your own forms. However, this is also a good example of where plugins and add-ons can overlap — there are also a lot of plugin options you can download if your web builder’s form options aren’t quite enough for your nonprofit.
  • Visual editing tools: Your web builder likely has several add-ons that you can use to customize the appearance of your website so that you can make it your own! Some of these add-ons may also help to decrease the load speed of your graphics, which can improve user experience.

As you begin your noble quest for plugins, take a look at all of the add-ons that your web builder already offers. You may find that you already have everything you need and, if not, you’ll at least be able to minimize the number of third-party applications that you’ll need to download.

All About Custom Software

Custom software is a bit different from plugins or add-ons, in that it’s specifically designed to meet your needs and can take the form of a donor database, personalized plugin, a data integration, or anything else that you might need. Compared to plugins and add-ons, custom software may require a bigger investment, but there are plenty of reasons why you might want (or need) custom tech.

Here are a few reasons why your nonprofit might decide to invest in custom software:

  • Have software that grows with you: As your nonprofit continues to grow, you might find that your technology cannot scale up with you. For this reason, custom software might be the best tech solution to ensure that you don’t need to do a major overhaul every time that your nonprofit sees massive growth.
  • Cultivate stronger donor connections: Custom software can also help you build better relationships with your donors through more personalized data management. This NPOInfo guide to donor data management highly recommends keeping your donor data organized so that you can be more strategic with your outreach. Custom software might offer a better fit for your needs because you’ll be able to design your donor management software in a way that will be most helpful to you.
  • Use tech that is designed to fit your needs: Every nonprofit has unique needs that the generic tech marketplace can’t always meet. With custom software, you can engineer a solution that is designed exactly to meet your specific needs.

Custom software requires more time and energy to build, but the payoff can be higher when compared to other, generic applications. To get custom software, you’ll have to define your needs and find a tech consultant who specializes in nonprofits and popular nonprofit platforms to help. Ultimately, you should decide to build custom software if you have an important need that can’t be met by software that’s already out there!

There you have it: your complete guide to everything plugins, add-ons, and custom software. Hopefully this guide has helped you get a better understanding of what type of technology will be most useful for your nonprofit. You’ll have a fully optimized website or platform in no time!

Here are five effective strategies for keeping board engagement high between meetings.

5 Ways to Keep Board Member Engagement High Between Meetings

Think about a really great board meeting you’ve attended. Board members moved efficiently through the agenda, approved discussion items, and acted completely in sync. Tons of new and creative ideas were generated to address and correct certain issues involving your organization’s operations.

Then, think about what happened after that meeting. Did board members have a solid understanding of what to work on before your next gathering? Or did they arrive at the subsequent meeting without having made much progress? 

If you’re more familiar with the second scenario, you might be facing board member disengagement. Disengagement is a common issue for all types of boards, especially in the era of virtual events and gatherings. Board members are busy people outside of the boardroom, and they may not have the capacity to keep their responsibilities top of mind between meetings. 

However, you must work to retain their engagement between meetings to ensure everyone is working to help your organization thrive. Here are five effective ways to do just that: 

  1. Use agendas to create detailed minutes.
  2. Outline actionable takeaways at the end of each meeting.
  3. Encourage board members to get involved in multiple areas.
  4. Maintain communication between meetings.
  5. Show appreciation for board members. 

A great board meeting doesn’t always translate into actually getting stuff done after the fact. But by focusing on maintaining board engagement inside and outside of the boardroom, you can retain a high level of productivity and ensure board members feel motivated to succeed. 

This graphic explores steps you can take to keep board member engagement high between meetings.

1. Use agendas to create detailed minutes. 

As a board administrator, you know that every great board meeting starts with an organized, dynamic agenda. But did you know that creating detailed board meeting minutes can also act as a guiding resource for retaining board member engagement between meetings? 

Use your meeting minutes to assign action items and follow-up tasks to each board member to complete before the next meeting. This allows them to get into the right mindset and finalize any last-minute tasks before attending your next gathering. 

Plus, according to Boardable’s guide to board meeting minutes, “Effective board meeting minutes serve as a reference point for future decision-making.” Reviewing clear meeting minutes allows board members to understand discussion items more deeply and make more informed decisions. 

Overall, creating detailed task lists ahead of each meeting shows board members that you value their input and want to continue engaging them, even outside of the boardroom. 

2. Outline actionable takeaways at the end of each meeting.

Make sure board members leave every meeting with a clear understanding of what they’ll be responsible for in the interim before your next gathering. 

MemberClicks’ roundup of important meeting takeaways highlights the information that every board member should leave your meetings with, including: 

  • Status updates on relevant projects. This might include projects that individual board members or committees are engaged in as well as initiatives that involve the entire board. 
  • Opportunities to get more involved in different areas of your organization’s work. This includes upcoming events, webinars, volunteer opportunities, and any other activities your organization will be hosting. 
  • Ways to stay in touch. Let board members know how they can stay in the loop between meetings. Beyond leveraging your board portal to communicate with one another, they should stay connected to the organization itself by signing up for your recurring email newsletter. 
  • The date and time of the next meeting. This helps board members plan ahead and start creating a timeline for getting tasks completed. 

Leave time at the end of the meeting for board members to ask any questions and receive clarity on their responsibilities. Make sure all board members have access to any resources they’ll need to help complete their assigned tasks. For example, your finance committee might need access to your accounting software, or board members that want to take on a hands-on fundraising role might need guidance from your peer-to-peer fundraising resources.

3. Encourage board members to get involved in multiple areas.

One of the most common causes of board disengagement is board members feeling cut off from the rest of your organization’s work. Nonprofits in particular have many projects and programs happening at once, from volunteer programs to fundraising campaigns. But board members might feel isolated from these initiatives if they only interact with your mission in the boardroom.

That’s why it’s important to encourage board members to get out of the boardroom and into the field to work with your cause in a more hands-on capacity. By involving board members in multiple activities across your organization, they’ll also get a better understanding of how their work as board members fits into your overall mission and goals. 

Consider encouraging (or even requiring) board members to get more involved with the following activities: 

  • Volunteering: Volunteering allows your board members to see your organization’s influence firsthand and interact with community members who are directly involved and impacted by the mission your nonprofit pursues. 
  • Fundraising: Plenty of fundraising campaigns, such as peer-to-peer (P2P) fundraisers, put your supporters in the driver’s seat when it comes to collecting donations. To take more ownership of their fundraising responsibilities, encourage board members to get involved in your next P2P fundraiser and share personal stories of their history with your organization. Also, board members can play a significant role in major donor stewardship, using their community connections to identify and build relationships with potential major donors. 
  • Meeting with relevant committees: Working with a smaller group of board members in a committee allows board members to focus on a specific project or area, such as marketing or your upcoming capital campaign. Giving board members a special project can engage them more deeply in a specific area of your nonprofit’s work and help them get to know their fellow board members, too. 
  • Researching new opportunities: You might be interested in exploring new opportunities for your nonprofit, such as applying for a Google Ad Grant or using data marketing strategies like geo-targeting for your next outreach campaign. Board members can take some time between meetings to gather more information about these fundraising avenues to see whether they’re worth your nonprofit’s time.

These opportunities will not only deepen board members’ engagement in other areas of your nonprofit, but they’ll also allow them to form stronger relationships with your organization’s staff members, donors, and volunteers. Board members will be much more personally invested in your organization’s success when they’ve spent time with others who also want to see your mission thrive. 

4. Maintain communication between meetings.

Your communication strategy keeps board members informed and engaged in your projects and initiatives in between your face-to-face meetings. When you keep the conversation going after board meetings, you help remind board members to work on their assigned tasks and projects. 

These communication strategies will help you strike the right balance and keep board members up to date:

  • Remind board members of when your next meeting will be. Use your main communication platform, whether it’s email, text, your board software, or a messaging app like Slack. Automating a couple of reminders ensures that your board meetings won’t take anyone by surprise.  
  • Use your board management software to streamline communications. Board members can share progress updates, ask questions, access meeting materials in one place, or highlight interesting discussion topics that you might not have time to cover in a meeting. 
  • Don’t over-communicate! Sending too many messages between meetings runs the risk of having board members tune you out. Ensure each message you send has all of the details board members need so you don’t have to send multiple messages in a row.

A strong communication strategy is especially important when you’re conducting virtual or hybrid board meetings. In the absence of in-person gatherings, your communication strategy is what keeps board members in the loop and connected to your work. 

5. Show appreciation for board members. 

The time between meetings offers a great opportunity to remind board members why they wanted to get more involved with your organization in the first place. Show board members how much your organization values their contributions by expressing gratitude. Say thank you by offering board members: 

  • Thank-you notes from board leadership, staff members, or community members 
  • Social events, such as happy hours or dinners at local restaurants
  • Public recognition on your organization’s social media pages or email newsletters

These ideas help board members engage with your local community and each other, building a more tightly knit group. This can lead to better cohesion and collaboration inside and outside of the boardroom.

Many factors outside of your control contribute to board member disengagement. Board members are people with busy personal and professional lives, and you can’t expect to hold their complete attention at all times. However, these five strategies will help you focus on the actions and steps you can take that are within your control when it comes to maintaining board members’ attention between meetings. 

Remember to use your board meeting agendas, minutes, and discussions to set board members up with everything they need to know before your next meeting. Good luck!

Author: Jeb Banner

Jeb is the founder and CEO of Boardable, a board management software provider for mission-driven boards. He is also the founder of two nonprofits, The Speak Easy and Musical Family Tree, as well as a board member of United Way of Central Indiana and ProAct. Jeb is based in Indianapolis, Indiana.

Jeb is the founder and CEO of Boardable, a board management software provider for mission-driven boards.

Your volunteer program can make a real difference in your local community. Learn how to strengthen your volunteer efforts with a community needs assessment.

Community Needs Assessment: Tips to Strengthen Volunteering

Volunteering takes many forms, whether it’s helping promote your nonprofit’s digital fundraisers or devoting a few hours a week to further one of your nonprofit’s initiatives. Volunteers give their time for a variety of reasons, such as a desire to support a cause they believe in, make friends with other volunteers, or even fulfill a school or work requirement. 

Many volunteers work with nonprofits that promise to help their communities. If your nonprofit is interested in launching a local volunteer initiative, you should start by completing a community needs assessment. Get Connected by Galaxy Digital’s guide to community needs assessments explains that these evaluations are tools nonprofits can use to identify what needs are present in a community and if the community has the resources available to meet those needs. Then, you can create a framework for ensuring those necessities are fulfilled. 

Completing a community needs assessment and using it to guide your volunteer program will lead to a stronger, more focused volunteer effort that will effectively meet the needs of your community and be fulfilling for participating volunteers. 

To help your nonprofit make use of this tool, this article will first explore how a community needs assessment can be used to make practical improvements to your volunteer program, before diving into three top tips for putting your assessment into action. Let’s get started.

How can a community needs assessment enrich your volunteer program?

A community needs assessment can assist your nonprofit in identifying gaps in your community’s services that your volunteer program can fulfill. The first thing a community needs assessment can help you do is categorize different types of needs and sort them by importance. 

There are four types of community needs:

  • Perceived needs. Perceived needs are subjective assessments made by community members about what they feel their community needs. 
  • Expressed needs. Expressed needs are similar to perceived needs in that they are defined by community members. However, expressed needs have a demonstrated history behind them, such as community members voicing formal complaints about littering due to a lack of trash cans. 
  • Absolute needs. Absolute needs are essential to basic survival, such as food and shelter. 
  • Relative needs. Relative needs are not necessary for survival, but due to outside circumstances have become essential. For example, your local library does not need to offer the community computers with free internet access, but failure to do so can significantly harm enough members of your community that this need should be fulfilled.

Your nonprofit can use these needs types to compare multiple needs that are discovered from your survey. Additionally, you should take into consideration which problems your nonprofit has the resources to solve and where your volunteers’ time will be best spent. 

Identifying these needs can also inform your volunteer recruitment strategy. For example, if your community has a need related to technical skills, your nonprofit would know to add that as a qualification in your volunteer recruitment messages.

Top Tips for Using Community Needs Assessments To Strengthen Volunteering

1. Align community needs and your volunteers’ skill sets.

As mentioned, community needs should influence the volunteers you recruit and assign to specific projects. If you already have a running volunteer program with several individuals you can reach out to about your new project, be sure to consider their specific skill sets and how they relate to your community’s needs. 

You can learn more about your current volunteers with a volunteer survey and attract new volunteers with the right skills by writing thorough job descriptions. Here’s a breakdown of these two tools:

  1. Volunteer surveys are surveys you give your volunteers to learn more about them and their experience with your organization. These surveys should ask about a volunteer’s specific skills and qualifications, their interests, and what they want to get out of volunteering. 
  2. Your volunteer job descriptions should include details about your program and the skills your nonprofit is looking for in volunteers. Ensure you are also clear about scheduling and time commitments to set expectations right at the start of your program. 

As you focus your volunteer program around specific community needs, you will likely have volunteers whose skills don’t quite align with your highest priority projects, but who still want to help. Do your best to find roles for all of your volunteers to keep them engaged with your organization. Doing so will ensure you have additional hands on deck when a project they are qualified for comes along. 

2. Develop a clear plan of action to address each need.

Your community needs assessment can help your nonprofit gather necessary information and data that can be used to create an action plan for your volunteer program. Essentially, your nonprofit will need to first take into account what needs exist in your community, the resources and budget you have available to solve those needs, and your volunteers and their individual time commitments and skillsets. 

With these various factors in mind, your nonprofit can create a SMART goal for your volunteer programs. SMART goals are goals that are:

  • Specific. While your nonprofit likely has a greater, broad mission statement that all of your initiatives fall under, your volunteer programs should aim to have highly specific goals. These will help you determine without a doubt whether your program was successful. For instance, a goal such as “recruit more volunteers than last year” will be successful whether you recruit one or a hundred more volunteers than you did previously. By contrast, setting the goal of earning 50 new volunteers for your program gives you a specific target to reach for. 
  • Measurable. Qualitative goals can be useful, but your volunteer program should aim to have measurable, quantitative goals whenever possible. For example, an animal shelter’s volunteer program might have a measurable goal of finding homes for at least 40% of their current number of dogs and cats in the next six months.
  • Attainable. Your nonprofit should have to put a considerable amount of effort into achieving your goal, but it should also be within your organization’s potential reach. Setting unattainable goals will likely only demotivate your volunteers, which can cause your program to suffer in the long run as volunteers get discouraged and leave. 
  • Relevant. Choose a goal that relates to both your specific program and your nonprofit’s overall mission. For example, a nonprofit with a mission to help promote tech literacy in low-income communities may have a program-specific objective of helping a local school create a computer lab. Your volunteer program may then have a smaller relevant goal of recruiting 10 volunteers with the necessary technical skills who can help procure and set up 20 computers. 
  • Time-based. Even for ongoing projects, your nonprofit should establish various time-frames for each goal, at which point you will assess your progress and whether the goal was achieved. 

When setting your goal, be sure to account not just for the results you would like to see, but the resources, logistics, and planning that will need to go into your program. For instance, if your volunteers need any training to complete a specific task or use a software program, you will need to schedule some instruction time into your volunteer program. 

3. Spread the word about your plan of action with volunteers.

You can keep your volunteers engaged by sharing with them how your community needs assessment has shaped your program’s strategy. As members of the community themselves, your volunteers will be excited to see you’ve taken community needs into consideration.

You can get the word out about your program and approach by:

  • Using a multi-channel marketing approach. You can thoroughly explain your program and recruit volunteers by creating multiple touchpoints via a multi-channel marketing approach. This means getting in touch with volunteers through a variety of communication methods such as email, social media, direct mail, and even flyers at your local community center. 
  • Applying for a Google grant to reach more volunteers. Google gives nonprofits the ability to create targeted ads with a $10,000 grant. These ads can be used to promote and share information about your volunteer program when people in your local community perform relevant Google searches. Ensure your nonprofit is optimized for the Google grant before starting the application process to reduce the time it takes to get this marketing channel up and running.
  • Partnering with local organizations. You can reach members of your community by partnering with local organizations such as businesses, schools, and community centers. These organizations will likely have a similar investment in improving your community and may appreciate an opportunity to boost their reputation by working alongside a charitable organization like your nonprofit. 

You can give your volunteers an additional way to support your organization, and their community along with it, by sharing information about volunteer grants. Crowd101’s article on volunteer grants defines them as “monetary donations companies make to eligible nonprofits where their employees regularly volunteer.”  

In other words, when eligible volunteers work a certain amount of hours at your nonprofit, they can fill out an application with their employer, who will then donate to your nonprofit. Help your volunteers discover if they qualify for a grant and provide assistance as they complete their applications. 

Your community supports your nonprofit in all its efforts, and you can pay them back by discovering and attending to their needs through your volunteer program. Take the time to learn how you can help your community, and use the information you collect to inform your volunteer strategy. Good luck!

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: