20+ Best Resources for Nonprofit Organizations

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

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

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

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

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

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

Resources for Nonprofits: Our Top Picks

Double the Donation

This section covers a matching gift resource for nonprofits.

Overview

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

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

Why we love it

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

If your donor records don’t include donor information, that’s not a problem, either. 360MatchPro can do real-time employer appends to get your donors into your matching gift pipeline.

Pricing

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

Getting Attention

This section covers a Google Ad Grant resource for nonprofits.

Overview

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

Some of the Getting Attention services include:

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

Click here to explore more!

Why we love it

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

Pricing

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

NPOInfo

This section covers a data append resource for nonprofits.

Overview

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

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

NPOInfo offers various services, including:

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

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

Why we love it

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

Pricing

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

This section covers the best technology resources for nonprofits.

Best Technology Resources for Nonprofits

iATS Payments

This section discusses a payment processing resource for nonprofits.

Overview

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

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

Why we love it

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

Pricing

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

Kanopi

This section discusses a website development resource for nonprofits.

Overview

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

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

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

Why we love it

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

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

Pricing

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

DNL OmniMedia

This section discusses a technology consulting resource for nonprofits.

Overview

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

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

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

Why we love it

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

Pricing

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

Cornershop Creative

This section discusses a website development resource for nonprofits.

Overview

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

Some services they provide are:

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

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

Why we love it

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

Pricing

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


This section highlights the best fundraising resources for nonprofits.

Best Fundraising Resources for Nonprofits

Fundly

This section discusses a crowdfunding resource for nonprofits.

Overview

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

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

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

Why we love it

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

Pricing

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

Donately

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

Overview

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

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

Why we love it

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

Pricing

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

Handbid

This section discusses an auction fundraising resource for nonprofits.

Overview

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

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

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

Why we love it

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

Pricing

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

Smartwaiver

This section discusses an online waiver resource for nonprofits.

Overview

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

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

Why we love it

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

  • Customization
  • Optimization
  • Collection
  • Management

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

Pricing

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

Jitasa

This section discusses a nonprofit accounting resource for nonprofits.

Overview

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

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

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

Why we love it

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

Pricing

Request a personalized quote for your organization today!

This section covers the best resources for nonprofit operations.

Best Nonprofit Operations Resources

Astron Solutions

This section discusses a nonprofit human resources resource for nonprofits.

Overview

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

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

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

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

Why we love it

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

Pricing

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

Nonprofit.Courses

This section discusses an educational resource for nonprofits.

Overview

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

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

Why we love it

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

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

Pricing

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

Boardable

This section discusses a nonprofit board management resource for nonprofits.

Overview

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

Some of these features include:

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

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

Why we love it

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

Pricing

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

File990

This section discusses a nonprofit accounting resource for nonprofits.

Overview

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

Why we love it

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

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

Pricing

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

SalsaCRM

This section discusses a nonprofit CRM resource for nonprofits.

Overview

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

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

Why we love it

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

Pricing

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

Mobilize

This section covers a volunteer management resource for nonprofits.

Overview

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

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

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

Why we love it

Mobilize allows your organization to:

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

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

Pricing

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


This section covers the best free resources for nonprofits.

Free Resources for Nonprofits

Fundraising Letters

This section discusses a fundraising letters resource for nonprofits.

Overview

 

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

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

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

Why we love it

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

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

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

Pricing

The services of Fundraising Letters are completely free!

Bonfire

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

Overview

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

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

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

Why we love it

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

Pricing

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

ShopRaise

This section discusses an online shopping fundraising resource for nonprofits.

Overview

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

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

Why we love it

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

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

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

Pricing

ShopRaise poses no cost to your organization!

This section provides additional assistance for researching resources for nonprofits.

Wrapping Up

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

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

Getting Attention explains the best nonprofit communication practices and strategies.

The Ultimate Guide to Strong Nonprofit Communications

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

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

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

Ready to get started? Let’s dive in.

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

Here are the differences between corporate communications and nonprofit communications.

How does nonprofit communication differ from corporate communication?

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

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

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

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

Here are the five types of nonprofit communication.

Types of Nonprofit Communication

Here are the five types of nonprofit communications.

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

Storytelling

Storytelling is an excellent nonprofit communications strategy.

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

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

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

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

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

Marketing

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

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

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

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

Fundraising

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

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

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

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

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

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

Engagement

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

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

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

Curation

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

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

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

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

Nonprofit Communications Plan

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

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

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

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

1) Determine Overarching Goals

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

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

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

2) Establish Your Brand

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

Taglines are a valuable component of nonprofit communications.

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

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

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

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

3) Look at Data

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

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

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

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

4) Define Target Audiences

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

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

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

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

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

5) Choose Channels

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

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

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

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

6) Use Social Media

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

  • Instagram
  • Twitter
  • Facebook 
  • TikTok 
  • LinkedIn

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

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

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

7) Tell a Story

Storytelling is a valuable component of nonprofit communications.

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

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

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

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

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

8) Lead the Conversation

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

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

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

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

Wrapping Up

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

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

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

Learn the basics and benefits of nonprofit advertising with this essential guide.

Nonprofit Advertising: The Essential Guide

Nonprofits fundraise, launch campaigns, engage with donors, and host events to drive their missions forward. But without a strategic advertising plan, charitable organizations can’t sustain that momentum and make meaningful change.

Nonprofit advertising is critical if you want to spread the word about your organization, solicit donations, and reach target audiences. While for-profit businesses can afford traditional advertising channels like billboards and commercials, nonprofits with tight budgets might struggle to inspire support towards their causes. Thankfully, nonprofits have low-cost to no-cost advertising options at their disposal.

Getting Attention understands the importance of a well-developed nonprofit advertising plan. Our team of marketing experts are here to champion your nonprofit digital campaigns, keeping costs low and successes high. This guide will walk you through the following topics:

Advertising can help your nonprofit increase awareness and engagement. Ready to learn more? Let’s start with a simple overview.

Take your digital marketing campaigns to the next level with Getting Attention.

Nonprofit advertising makes your mission visible to the world.

What is Nonprofit Advertising?

Nonprofit advertising makes your mission visible to the world. While traditional businesses pay for space to promote a product or service, nonprofits use both paid and non-paid strategies. The goal of any advertising strategy is to connect to your audience, bring awareness to your mission, and inspire action from supporters.

There are a variety of advertising outlets in the nonprofit space. The main platforms that nonprofits use to advertise include:

These are the 5 main platforms that nonprofits use to advertise.

  • Google: Google for Nonprofits is a free resource for qualified nonprofit organizations. It enables nonprofits to communicate, fundraise, network, and advertise more effectively. One of the most popular offerings that this program provides is Google Ad Grants. Google Ad Grants allow nonprofits to compete for paid search terms without any cost.
  • Web: Online advertising includes interactive websites, surveys, social media posts, banner ads, and search ads. An effective web presence provides your nonprofit with round-the-clock coverage. Make sure to place a call-to-action button on your web pages to allow people to donate immediately.
  • Print: Despite the onset of the digital age, print is a powerful medium in advertising. Your print ad must attract attention and quickly explain the importance of your cause. It should be clear, inviting, and informative.
  • Radio/TV: With radio and television, you can target emotions, tell stories, and leave a lasting impact on the audience. Think of the Tootsie Pop “How Many Licks” commercial or the Budweiser “Whassup?!” catch phrase. These campaigns withstood the test of time because they offer storylines the audience can relate and connect to.
  • Community Partnerships: For nonprofits, a community partnership means establishing a working relationship with local businesses, media companies, and others. Building a community partnership with your local media company is a cost-efficient way to share your story and upcoming events.

When used correctly, these platforms have a host of benefits. Here’s what nonprofit advertising can do for you:

  • Raise brand awareness. Advertising channels allow your nonprofit to reach a broader audience than word-of-mouth alone. Through compelling ads, you can connect with potential supporters and stay front-of-mind for existing donors.
  • Generate high-quality conversions. If your ad is powerful enough, you can convert an ordinary viewer into a valuable supporter. Conversions include  newsletter or blog subscriptions, contact form completions, donations, volunteer sign-ups, and shares to social media sites.
  • Grow and maintain thought leadership. Advertising can position your nonprofit as a thought leader in its field. If a nonprofit consistently releases relevant news and industry updates, it will become a go-to resource.

You won’t be able to accomplish the above without strategic advertisements and a well-crafted marketing plan. Keep reading to explore the differences between nonprofit marketing and advertising.

Nonprofit Marketing vs. Nonprofit Advertising

At first glance, marketing and advertising may seem synonymous. However, being able to differentiate between the two will help you achieve your goals. Nonprofit marketing relies on tactics and strategies to amplify an organization’s mission, solicit donations, and attract supporters. Nonprofits use advertising to promote their cause through paid channels. In other words, advertising is a component of marketing.

A nonprofit marketing plan is a dedicated document to help your fundraising team create promotional materials, stay consistent with branding and goals, and reach a target audience effectively. While making this plan, your team should decide between outbound and inbound marketing tactics.

Outbound marketing involves reaching out to consumers to get them interested in your organization. Inbound marketing focuses on creating and distributing content to draw people into your mission. Inbound tactics can include content creation, social media marketing, search engine optimization, and advertising

According to Hubspot’s State of Inbound 2018, 74% of companies globally reported that they’re primarily focused on inbound. Consider using inbound tactics like optimizing your website for SEO or nurturing leads with email marketing. Then, advertise your mission from those platforms.

Now that you know the basics of nonprofit advertising, we’ll dive into how much you should spend on ads.

Let's dive into how much your nonprofit should spend on advertising.

How Much Do Nonprofits Spend on Advertising?

In total, nonprofits spent $5.8 billion in advertising during 2020.Almost 70% of those advertising budgets were devoted to lead generation and new donor acquisition. Throughout the pandemic, the nonprofit industry saw a massive shift towards online fundraising and advertising. Nonprofits spent an average of four cents on digital advertising for every $1 raised online last year.

In the for-profit sector, businesses use ads to increase shareholder value. The purpose of nonprofit ads might be to increase donors, educate the public, or engage with volunteers. That means nonprofit ad spend doesn’t simply drive revenue, it drives impact.

Since impact doesn’t cover the cost of ads, it’s important to establish a detailed budget before each fiscal year. Try to allocate between 5-15% of your budget to marketing. As you build this budget, consider applying for grants to alleviate expenses. Google Ads created their own grant to help nonprofits budget for digital advertising.

Let’s take a look at how you can start advertising your nonprofit.

Here are 6 steps that your team can take to create an effective advertising plan.

How to Advertise Your Nonprofit

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

These 6 steps will help your team create an effective advertising plan.

1. Determine goals.

A mission statement summarizes why an organization exists, the audience it serves, and how it serves them in a couple of sentences. Your mission statement should guide your team through determining goals and objectives for advertising campaigns.

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

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

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

2. Define your target audience.

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

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

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

3. Research and choose outlets.

Once you determine your goals and define your target audience, it’s time to choose an advertising outlet. There are countless channels to choose from, but these are some of the most popular:

  • Email: ​​Email is an intimate platform that allows you to connect with supporters on a personal level. Send along a newsletter informing subscribers about new fundraisers, upcoming events, or volunteer opportunities.
  • Website: Your website is likely the first place people go to learn about your mission and where long-term supporters go to give support. Provide engagement opportunities like online giving and subscription sign-ups.
  • Blog: Websites with a dedicated blog drive more traffic and provide resources about your organization. Include calls to action in each blog post to convert visitors into supporters.
  • Social Media: ​​Social media is crucial to a nonprofit’s digital marketing strategy. It allows organization to reach a variety of customers on a consistent basis. Post quick updates and calls to action.
  • Google Ads: Google Ads ensure that your campaigns reach the top of the search engine results page (SERP). The Google Ad Grants program provides $10,000 each month in free Google ad space.

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

4. Develop key performance indicators.

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

KPIs measure how an ad campaign performs, so it’s important to set them up before your campaign launches. However, finding the right KPIs to track can be difficult. That’s why we’ve outlined a few top advertising KPIs to follow, using the example of digital advertising:

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

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

5. Create copy.

One of the last steps is content creation. It’s important to make your ad copy stand out from the rest. When creating advertising content, keep the following best practices in mind:

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

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

6. Launch the campaign and track progress.

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

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

Through tracking results, you will gain a sense of what strategies work best to achieve your goals. This process is an effective way to manage your marketing strategies and grow your nonprofit responsibly.

Here's a list of three popular advertising ideas to inspire you.

Nonprofit Advertising Ideas: 3 Popular Options

Even after all that planning, you may still be wondering how to choose the right advertising method for your nonprofit. We’ve compiled a list of three popular advertising ideas to inspire you.

Google Ads

Google Ads allow you to advertise your mission when users search for relevant keywords. Google Ads allows you to advertise your mission when users search for relevant keywords. Paid advertisements appear on the search engine results pages corresponding to your chosen keywords on Google.

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

To make this opportunity more accessible, Google provides eligible nonprofits with a $10,000 monthly stipend to spend on paid search ads. This program is called Google Ad Grants and can be a real game-changer for your advertising efforts. While regular Google Ad accounts have to pay per ad-click, Google Ad Grant participants can publish ads for free through the program. These ads enable your nonprofit to appear on Google and get in front of more qualified prospects who are searching for topics related to your mission.

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

  • Increase online conversions.
  • Recruit volunteers.  
  • Connect with new donors.
  • Market multiple ad campaigns at once.
  • Analyze and track your campaign performance.  

As long as your organization stays compliant with the eligibility requirements, your grant will automatically renew each month. For more information on Google Ad Grants, check out our ultimate guide to Google Ad Grants. For more tailored help, feel free to contact our team at Getting Attention.

Social Media Ads

Consider implementing social media ads in your future marketing efforts.Consider implementing social media ads in your future marketing efforts. In recent years, social media has become a popular platform to connect with donors and solicit meaningful support. The most popular social media channels include:

  • Instagram: Instagram ads appear throughout the app in users’ feeds, stories, and explore pages. They look similar to normal posts but contain a “sponsored” label. They also have more features than a normal post like links, CTA buttons, and product catalogs. Track Instagram ad performance with insights so you can adjust your strategy to improve over time.
  • Facebook: Facebook offers a range of advertising solutions. You can create and run campaigns, select a target audience, and track performance with easy-to-read reports. Facebook is great for showcasing impact and engaging in conversation with supporters.
  • Twitter: Twitter allows you to choose your target audience and amplify your message. Promoted ads reach a wider group of users. They are the perfect way to share updates and increase visibility.

When using social media to advertise, keep an eye on what’s trending and focus your messaging. Further, 56% of those who support nonprofits through social media say that compelling storytelling motivates them to make a donation. Use real stories and photos from the communities that you’ve helped and the impact you’ve had on individuals to drive the point home.

Direct Mail and Print Campaigns

Direct mail and print campaigns can benefit your marketing strategy.Although the world transitioned into a digital-dominant space, print isn’t dead. Direct mail describes the hard copy requests for funds mailed to your donors and/or prospective donors. These solicitations arrive in your supporters’ mailboxes and provide a tangible connection to your organization. According to a study, donors say that they are more likely to read a piece of direct mail from an organization than an email.

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

  • Cost-Effectiveness: Print campaigns are highly flexible, meaning they’re budget-friendly, too. Most nonprofits can’t afford TV or radio ads. A fractional-page advertisement in the local newspaper is much cheaper.
  • Increased Action: Print is an effective way to spark meaningful action. The Nielsen Global Trust reported that 65% of print readers take some form of action after viewing a newspaper ad.
  • Targeted Audiences: Digital marketing appeals to a broad audience that can be inattentive. However, print marketing is targeted to an audience already interested in your mission. Generally, you should only mail newsletters, magazines, or event registrations to subscribed supporters.

Keep these options in mind when launching your next ad campaign!


Effective advertising can fuel your nonprofit’s impact. When you manage a Google Ad Grant with a Google Ad Grant professional like Getting Attention, we’ll make sure you have a strong digital marketing strategy. Our team of experts offers free consultations and resources to help your organization expand its reach.

Getting Attention will guide your organization through the Google Ad Grant process, including application, hygiene, reactivation, keyword research, and management. We’re here to champion your nonprofit’s digital campaigns.

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

Are you interested in a Google Ad Grant? Contact Getting Attention!

Google Ads Optimization: 7 Steps For Improved Performance

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

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

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

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

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

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

This section covers the benefits of Google Ads for nonprofits.

Is Google Ads worth It?

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

This statistic highlights the value of Google Ads for nonprofits.

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

This graphic showcases the benefits of Google Ads Optimization.

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

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

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

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

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

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

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

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

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

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


This section covers the costs of Google Ads campaigns.

Are Google Ads expensive?

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

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

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

What are Google Ad Grants?

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

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

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

This graphic highlights Google Ad Grant agency services.

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

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

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


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

How Do I Optimize Google Ads? 7 Steps

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

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

This graphic highlights the 7 key Google Ads Optimization tools.

1. Evaluate your current ads.

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

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

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

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

2. Check for lost impressions.

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

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

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

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

3. Identify negative keywords.

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

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

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

4. Adjust ad targeting.

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

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

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

This graphic highlights key audience metrics for Google Ad Optimization.

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

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

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

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

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

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

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

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

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

6. Improve your landing pages.

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

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

This graphic shows how to best optimize nonprofit landing pages.

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

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

7. Use the right tools.

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

The main optimization tools to note are:

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

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


This section covers essential tools for successful Google Ads campaigns.

3 Essential Google Ads Optimization Tools

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

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

Google Analytics

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

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

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

Google Keyword Planner

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

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

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

Google Ad Grants Management

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

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

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

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

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

This section provides additional Google Ad resources.

Wrapping Up

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

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

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

Getting Attention shares seven effective strategies for volunteer recruitment.

Volunteer Recruitment: 7 Effective Strategies

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

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

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

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

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

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


Here are the answers to volunteer recruitment frequently asked questions.

Volunteer Recruitment: FAQ

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

Why is volunteer recruitment important?

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

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

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

How do I recruit volunteers?

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

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

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

Do I need a volunteer recruitment plan?

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

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

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

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


Getting Attention provides five strategies on how to recruit volunteers.

How to Recruit Volunteers: 5 Steps to Get Started

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

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

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

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

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

1. Reevaluate your current volunteer program.

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

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

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

2. Identify your volunteer needs.

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

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

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

3. Give current volunteers a role.

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

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

4. Formalize your job descriptions and desired skills.

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

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

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

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

5. Determine your recruitment strategies.

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

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


Here are seven ideas to inspire your volunteer recruitment plan.

7 Volunteer Recruitment Strategies and Ideas

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

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

School partnerships are an effective volunteer recruitment strategy.

Establish a school partnership.

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

College students are a crucial component of volunteer recruitment.

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

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

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

Social media is an important part of volunteer recruitment.

Use social media for promotion.

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

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

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

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

Recent donors are a valuable part of volunteer recruitment.

Reach out to recent donors.

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

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

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

Corporate partnerships are a crucial part of volunteer recruitment.

Cultivate corporate partnerships.

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

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

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

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

Past volunteers are a great volunteer recruitment resource.

Contact past volunteers.

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

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

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

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

Advertising is a valuable component of volunteer recruitment.

Advertise your open positions.

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

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

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

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

Strengthen your website as part of your volunteer recruitment plan.

Create a robust volunteer page on your website.

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

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

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

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

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

Getting Attention concludes its piece on volunteer recruitment.

Wrapping Up

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

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

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

Read up on top peer-to-peer platforms that help double donations and improve fundraising.

Peer-to-Peer Platforms | 14 Picks That Double Your Donations

Peer-to-peer fundraising is a powerful form of nonprofit fundraising in which organizations equip their supporters to raise money on their behalf. In order to do so effectively, these dedicated individuals require the right tools⁠—or peer-to-peer platforms⁠—to manage their fundraising from start to finish.

This fundraising strategy (also referred to as social fundraising or P2P giving) enables nonprofits to reach larger audiences, engage with new supporters, and raise a ton of funding for their causes.

The first step? Determining the best solution for your team⁠and there are a lot of software choices to explore. That’s why, here at Getting Attention, we’ve crafted this useful guide with reviews of powerful providers. We’ll cover the following:

  1. CharityEngine
  2. Classy
  3. Click & Pledge
  4. Donately
  5. DonorDrive
  6. Fundly
  7. GiveWP
  8. iDonate
  9. OneCause
  10. Neon Fundraise
  11. nSpire
  12. Qgiv
  13. Salsa Labs
  14. Soapbox Engage

These peer-to-peer platforms will equip any nonprofit with the tools they need to raise more through social fundraising strategies. And when you prioritize solutions that offer corporate matching gift functionality as well, you can set your teams up for even greater success.

Are you ready to explore our alphabetized catalog of top suggestions? Let’s dive in!

CharityEngine is one of our favorite peer-to-peer platforms.

1. CharityEngine

CharityEngine is an all-in-one nonprofit donor management and fundraising platform designed to aid organizations in a wide range of fundraising efforts. Within their greater online fundraising solution is an innovative peer-to-peer platform that is ready to provide groups and individual fundraisers with the powerful software they need to succeed.

Key peer-to-peer features of the CharityEngine platform include personalized campaign microsites, event management integrations, customizable team and personal fundraising pages, and strategic fundraising goal-tracking tools.

Plus, CharityEngine encourages matching gifts within peer-to-peer campaigns, made possible through a seamless integration with Double the Donation’s matching gift automation tool. With 360MatchPro by Double the Donation integrated with your campaign pages, donors will be prompted to enter their employment information upon submitting their gifts. This will encourage more individuals to request matches and lead to increased match revenue overall.

Classy is one of our favorite peer-to-peer platforms.

2. Classy

Classy is a comprehensive online fundraising solution complete with peer-to-peer functionality and a mission to accelerate social impact. Since its foundation, the Classy platform has partnered with over 6,000 nonprofit organizations to collect and process more than $3 billion in donation revenue.

Classy’s top peer-to-peer features include mobile-responsive and easily editable fundraising pages for individuals and teams, built-in tips and expert fundraising guidance, automated email workflows to coach, motivate, and thank volunteer fundraisers, and built-in social and text sharing.

To increase matching gift funding in the peer-to-peer giving process, Classy integrates with industry-leading matching gift software provider, Double the Donation. When donors give, they’re presented with matching gift information within the online donation form and confirmation page, along with follow-up outreach after making their donation. The more donors are aware of matching gift opportunities, the more matches you can secure for your cause!

Click & Pledge is one of our favorite peer-to-peer platforms.

3. Click & Pledge

Click & Pledge is a powerful online fundraising platform available to help nonprofits and their dedicated supporters set up and manage effective fundraising campaigns. With a wide range of solutions, including peer-to-peer, in-person, video, event, text fundraising, and more, Click & Pledge has assisted more than 20,000 nonprofit causes to raise over $1 billion overall.

Among other fundraising solutions, Click & Pledge’s peer-to-peer platform incorporates top features such as SEO-optimized fundraising pages, goal and progress tracking through campaign meters, and custom reports and real-time dashboards.

Click & Pledge integrates with Double the Donation as well to provide users with best-in-class matching gift fundraising software. As donors complete their online peer-to-peer giving forms, users are encouraged to enter their employer’s name in an optional search field. If completed, automated follow-ups are triggered via email to encourage donors to take the next steps and request their company match. The easier it is for donors to complete the matching gift submission process, the more matches you’ll likely receive.

Donately is one of our favorite peer-to-peer platforms.

4. Donately

Donately is an online solution dedicated to creating innovative and effective online donation forms and fundraising pages. Working with all sorts of nonprofits, churches, businesses, and agencies, this fundraising solution aims to simplify the donation process on both the donors’ end and the organization’s.

Donately’s intuitive tools include a powerful peer-to-peer platform with features such as cohesive fundraising pages that are branded to the organization with personalized aspects from each individual, fundraiser progress tracking bars, and social sharing tools to further spread the word about your campaign.

Since matching gifts are such an easy way to increase campaign revenue without having to reach even more individual donors, Donately integrates with Double the Donation to offer innovative matching gift functionality in their donation process. As supporters complete their donations, they’re encouraged to enter their employer name to be provided with company-specific matching gift information following the transaction. This significantly increases awareness surrounding matching gift programs, leading to boosted engagement and additional corporate matches.

DonorDrive is one of our favorite peer-to-peer platforms.

5. DonorDrive

DonorDrive is an online fundraising platform that works with nonprofits, healthcare organizations, and higher education institutions to simplify online giving and assist in raising more for their causes. With a charity fundraising app, virtual campaign functionality, online donation campaigns, peer-to-peer giving, and more, DonorDrive users have the tools they need to power their missions effectively.

Within the peer-to-peer giving realm, DonorDrive offers top features such as personalized coaching, social media integrations, flexible event configuration, automated communication, and real-time data insights.

Not to mention, DonorDrive partners with Double the Donation⁠—the leading provider of matching gift software⁠—to incorporate matching gift fundraising into their online donations and peer-to-peer processes. Within the online giving form, donors are asked to enter their employer’s name. If they do so, they’ll receive company-specific matching gift guidelines and links to their employer’s submission forms upon completing their donation transaction. Eligible donors are encouraged to pursue a company match for your organization, which drives additional revenue to your mission.

Fundly is one of our favorite peer-to-peer platforms.

6. Fundly

Fundly is an easy-to-use crowdfunding and peer-to-peer platform for nonprofits and individual fundraisers alike. Fundraisers on Fundly can easily get started raising money for just about any cause they’d like, as well as effortlessly enlist dedicated supporters to join the campaign.

Fundly’s peer-to-peer platform features include a built-in event module, donor density geographic heat maps, individual cause pages, giving levels and incentives, embeddable campaign cards and buttons, and seamless Facebook integrations.

In order to provide best-in-class matching gift functionality in their peer-to-peer campaigns as well, Fundly integrates seamlessly with Double the Donation’s matching gift software. Donors are encouraged to enter their employer’s name during the donation process and are then met with targeted matching gift details on the confirmation page and in email follow-ups. By identifying more match-eligible donations, the integration aids in driving additional matches and boosting total revenue.

GiveWP is one of our favorite peer-to-peer platforms.

7. GiveWP

GiveWP is a fantastic WordPress donation plugin option that enables all sorts of groups and organizations to raise money for their mission needs. This open-source suite of tools makes fundraising quick and easy with the goal of “democratizing generosity.” Plus, they offer powerful add-ons to the basic solution with peer-to-peer giving, recurring donations, marketing tools, and more.

Top features of GiveWP’s peer-to-peer platform include fundraising goal progress bars for individuals, teams, and total raised, social sharing abilities with built-in calls-to-action, donation flexibility with funds and designations, integrated sponsorship information, and tribute giving functionality in memory of loved ones.

Additionally, GiveWP integrates with the top matching gift software provider, Double the Donation, to provide users with best-in-class matching gift software alongside their peer-to-peer fundraising tools. During the donation process, supporters are encouraged to enter their employer’s name in an embedded search widget. For those who do, they’re met with targeted match guidelines and forms on the confirmation page, driving next steps and motivating donors to complete the match process for your organization. Thus, resulting in free matching gift revenue and increased donor engagement.

iDonate is one of our favorite peer-to-peer platforms.

8. iDonate

iDonate is a modern digital giving solution designed for today’s nonprofits and other charitable organizations to grow their online giving and better reach dedicated supporters. This powerful suite of fundraising software encompasses peer-to-peer fundraising, web and mobile giving, and event management tools for big results.

Their peer-to-peer platform incorporates top features such as a comprehensive fundraiser command center, campaign management with real-time data metrics, and easy campaign building and editing tools for individual fundraisers.

Plus, iDonate offers matching gift fundraising tools through a powerful integration with Double the Donation, enabling organizations to raise more through corporate gift-matching without the added hassle. Organizations that utilize this functionality can choose to embed an interactive matching gift search tool in their donation form or confirmation page. When donors enter their employer’s name in the search widget, they’ll receive company-specific matching gift information via email follow-ups. Donors will be more likely to follow through with the match request process thanks to automated communications, and you’ll receive more completed company matches for your cause.

OneCause is one of our favorite peer-to-peer platforms.

9. OneCause

OneCause is an online fundraising and event solution that has grown from a mobile bidding tool to a comprehensive giving platform with abilities for online donations, peer-to-peer fundraising, auction and event management, and more. Since its launch, OneCause has facilitated more than $3 billion in charitable donations from 2.5 million supporters and 20,000 fundraisers.

The OneCause peer-to-peer fundraising platform leverages key features such as dedicated ambassador fundraising, run/walk/ride management, social listening and engagement feeds, gamification through motivation and rewards, and more.

OneCause also incorporates matching gift fundraising in their peer-to-peer software through a native integration with Double the Donation’s 360MatchPro. This partnership aids in collecting donors’ employment information, screening for match-eligible supporters, and providing detailed next steps and links to online forms to encourage donors to submit their matches. By leveraging these tools, organizations identify more matches and secure additional revenue in terms of both company matches and increased individual gifts.

NeonFundraise is one of our favorite peer-to-peer platforms.

10. Neon Fundraise

Neon Fundraise is a product of Neon One, a nonprofit software company with innovative software for donor management, online fundraising, program management, events, web development, and more. Within Neon Fundraise are powerful solutions to manage peer-to-peer and DIY fundraising, virtual events, online donation pages, and ticketing.

Their peer-to-peer platform, in particular, offers top features such as experience-based fundraising, a frictionless, secure donation process for supporters, and automated workflows for receipting, registrations, and other repetitive communications.

To boost revenue and save additional time and resources, Neon Fundraise also integrates with 360MatchPro by Double the Donation to enable innovative, effective, and automated matching gift practices. By securing donor employment information and driving supporters to request more matches, these tools often lead to increased funding and better donor relations overall.

Check out nSPIRE's peer-to-peer fundraising platform.

11. nSpire

Omniweb nSpire is an online donations tool and donor portal from TQI Solutions, a digital agency dedicated to technology, quality, and innovation. This online fundraising platform provides nonprofits with easy-to-use software that prioritizes the donor experience and emphasizes the story behind the fundraising organization.

nSpire’s peer-to-peer fundraising functionality incorporates key features such as easy campaign setup and editing for fundraisers, detailed progress reports toward fundraising goals, dollar amount presets with impact descriptions, and informative fundraising pages with frequently asked questions and top sustainers.

Not to mention, nSpire’s platform integrates with matching gift software from Double the Donation to increase awareness of matching gift opportunities among donors and drive additional match revenue. Donor information is scanned for employment markers that signify match-eligible gifts, which are then followed up on to encourage individuals to request company matches from their participating employers. More matches = more money toward your cause!

Check out Qgiv's peer-to-peer fundraising platform.

12. Qgiv

Qgiv is a powerful fundraising platform designed to assist nonprofit organizations with the tools they need to collect charitable donations online, in-person, and over text.

Qgiv’s peer-to-peer portion of the platform includes top features such as event management for runs, walks, rides, and other pledge-based experiences, intuitive online stores to sell event sponsorships and nonprofit merchandise, email and social media tools to increase reach and awareness of current campaigns, and branded, customizable team and individual fundraising pages.

Additionally, Qgiv’s peer-to-peer platform offers top-notch matching gift features through a native integration with 360MatchPro by Double the Donation. Together, these tools work to identify corporate match-eligible gifts, encourage donors to secure company matches, and increase matching gift (and overall fundraising) revenue significantly.

Check out Salsa's peer-to-peer fundraising platform.

13. Salsa Labs

Salsa Labs is an all-in-one online fundraising solution built on modern, cutting-edge technology to provide nonprofit users with donor management, fundraising, advocacy, event coordination, and marketing automation.

Salsa’s fundraising and engagement system, Salsa Engage, includes comprehensive peer-to-peer functionality that enables organizations to enlist dedicated supporters to fundraise on their behalf. Salsa’s peer-to-peer features include customizable team and individual fundraising pages, targeted donor communications, coaching and fundraiser support, and complete virtual and in-person event management.

To increase matching gift revenue and drive additional donor engagement, Salsa Labs partners with Double the Donation to offer innovative matching gift fundraising tools that work alongside their peer-to-peer software. 360MatchPro by Double the Donation leverages data collected through online donation forms to identify match-eligible gifts and drive these matches to completion. This allows organizations to collect more in matching gift funds and enables donors to make significantly larger impacts on charitable missions that they care about.

Check out Soapbox Engage's peer-to-peer fundraising platform.

14. Soapbox Engage

Soapbox Engage is a nonprofit technology company with a wide range of solutions for fundraising, events, class registrations, directories, advocacy, and more. This powerful platform is built to integrate seamlessly with Salesforce’s Nonprofit Success Pack and Microsoft Dynamics’ Fundraising and Engagement tools.

Soapbox offers intuitive peer-to-peer functionality as well, with key features such as unlimited peer-to-peer campaigns, personal and universal fundraising goal tracking, customizable appeals that maintain an organization’s overarching mission, and seamless donor data collection and reporting.

In terms of matching gift functionality, Soapbox Engage partners with Double the Donation to provide nonprofit users with top-of-the-line matching gift solutions that integrate seamlessly into their peer-to-peer tools as well. Thanks to this partnership, nonprofits identify more match-eligible gifts, and donors secure more corporate match revenue for the causes they care about.


Social fundraising can bring your nonprofit strategy to the next level, but equipping your supporters with the most effective and most intuitive peer-to-peer platforms is a must. Once you have the fundraisers and the tools you need, you’ll be all set to launch and manage a lucrative campaign. Good luck!

Looking to learn more? Browse these additional fundraising and marketing resources for nonprofits:

Explore our favorite online donation tools that can help match nonprofit donations.

Online Donation Tools | 18 Choices That Help Match Gifts

Nonprofits of all shapes and sizes utilize online donation tools to collect and process financial contributions from supporters. At Getting Attention, we’ve compiled this list of top solutions, complete with summaries, reviews, and features of eighteen fantastic software providers.

Our favorite online donation tools include:

  1. Blackbaud
  2. CharityEngine
  3. Classy
  4. Click & Pledge
  5. Donately
  6. DonorDrive
  7. DonorPerfect
  8. Engaging Networks
  9. Fundly
  10. Fundraise Up
  11. Funraise
  12. iDonate
  13. Givebutter
  14. Qgiv
  15. RaiseDonors
  16. Salsa Labs
  17. Soapbox Engage
  18. Virtuous

Whether your organization is looking to get started with a digital fundraising platform for the first time or simply aiming to upgrade an existing system to unleash increased functionality, our list of top providers is here to help. And remember⁠—you’ll want to keep an eye out for fundraising software that will assist your team in boosting matching gift revenue as well.

Ready to drive digital fundraising revenue with top online donation solutions? Let’s jump in with the first review of our suggested solutions.

Blackbaud is one of our favorite online donation tools.

1. Blackbaud

Blackbaud is a vast nonprofit technology company that provides organizations with powerful online donation tools, innovative donor management systems, effective marketing solutions, and more since 1981. Among their fundraising solutions are Blackbaud Online Express, Blackbaud Luminate Online, and Blackbaud TeamRaiser⁠—each of which enables nonprofits to collect online donations for their causes.

Although functionality varies between their various products, key features across Blackbaud’s online donation tools include easy-to-build, flexible online giving forms, pre-designed and mobile-friendly form templates, consistent branding, and data analytics.

Many of Blackbaud’s online fundraising products (including Online Express, Luminate Online, and Raiser’s Edge NXT) also integrate with Double the Donation’s matching gift fundraising software to boost awareness and encourage donors to submit match requests. When donors are motivated to secure company matches for their favorite causes, they’ll stretch their impact farther and deliver more dollars to charitable organizations like yours.

Learn more about the product or get a demo today!

CharityEngine is one of our favorite online donation tools.

2. CharityEngine

Initially providing technology to businesses and nonprofits since 1999, CharityEngine has exclusively focused on nonprofit solutions since 2013. This online fundraising platform offers both donor management and online donations in addition to marketing, event management, workflow automation, and more.

Top features of CharityEngine’s online donation tools include one-time and monthly giving functionality, integrated and secure processing for credit card, ACH, and PayPal payments, and custom form builders.

And if you’re wondering, CharityEngine integrates with Double the Donation’s matching gift software as well, providing users with best-in-class 360MatchPro functionality. This comprehensive tool allows organizations to screen for match-eligible donations, automatically follow-up with donors, and drive more matches⁠—and more match revenue⁠—for charitable causes.

Learn more about the product or get a demo today!


Classy is one of our favorite online donation tools.

3. Classy

Classy was founded in 2006 as a nonprofit event-hosting platform which has since expanded to become an all-in-one fundraising solution and provide organizations with online donation tools, peer-to-peer fundraising, and donor data management.

Among Classy’s key features include mobile-optimized design, modern and cohesive branding, campaign progress bars, social fundraising activity walls, custom questions and donation amounts, and more.

Plus, Classy emphasizes matching gift opportunities by working seamlessly with Double the Donation’s matching gift automation tool, 360MatchPro. With this software, Classy clients are able to embed a matching gift search tool directly within their online donation forms, providing each donor with the opportunity to determine their matching gift eligibility. The more donors are aware of matching gifts and how they work, the more likely they are to secure this additional revenue source for your organization.

Learn more about the product or get a demo today!


Click & Pledge is one of our favorite online donation tools.

4. Click & Pledge

Click & Pledge was founded in 2000 as a way to provide their local United Way with easy online donation tools to increase fundraising efforts. In the decades since, this platform has grown to collect over $1 billion in donor funding across more than 20,000 causes.

Top Click & Pledge features include customizable online donation pages with click-and-drop editing functionality, options to embed forms as an iFrame, overlay, or secure standalone link, and recurring gift abilities with flexible options and frequencies.

Click & Pledge also offers matching gift solutions through a technical partnership with Double the Donation’s matching gift automation tool, 360MatchPro. With these integrated solutions, organizations using Click & Pledge can easily embed Double the Donation’s matching gift search tool in their online giving forms, which collects employment data and triggers automated follow-ups. As a result, more donors will be aware of matching gifts (and their employers’ programs in particular) which leads to increased match revenue overall.

Learn more about the product or get a demo today!

Donately is one of our favorite online donation tools.

5. Donately

Founded in 2013, Donately began as a partnership with creative agency Fifty & Fifty to provide nonprofit organizations with easy online donation tools and close the gap in the online fundraising software market. Designed with simplicity and user-friendliness in mind, Donately now serves over 1,000 charitable organizations.

These powerful features include custom donation forms, text messaging and mobile giving, beautifully designed landing pages and campaign hubs, and secure payment processing through credit card, ACH, or PayPal.

In addition, Donately offers matching gift fundraising functionality thanks to an integrated solution with Double the Donation. This way, nonprofit users can easily incorporate matching gifts throughout the donation process, providing donor touchpoints within the online donation form, confirmation page, email follow-ups, and more. By doing so, organizations increase awareness of matching gifts and drive a significantly higher number of matches to completion.

Learn more about the product or get a demo today!


DonorDrive is one of our favorite online donation tools.

6. DonorDrive

With roots stretching back to 1997, DonorDrive (formerly known as Global Cloud) is a nonprofit fundraising platform that aims to make giving as easy as possible. Through custom charity fundraising apps, donation campaigns, virtual fundraising, and peer-to-peer efforts, DonorDrive enables organizations to receive support in a wide variety of ways.

Top features of DonorDrive’s online donation tools include same-day payment transfers, mobile-friendly, visually appealing, and coding-free donation pages, flexible giving methods, real-time campaign insights, and more.

To raise even more, DonorDrive offers a native integration with Double the Donation’s best-in-class matching gift automation solution. The partnership with 360MatchPro by Double the Donation allows users to incorporate matching gift reminders within the donation process, on the confirmation page after submitting their gift, and through automated email outreach. This enables DonorDrive clients to identify match-eligible donations within the platform and collect more dollars for their missions.

Learn more about the product or get a demo today!

DonorPerfect is one of our favorite online donation tools.

7. DonorPerfect

After initially being founded in 1985 as a way for a small number of nonprofits to computerize their fundraising records, DonorPerfect was bought by SofterWare in 1989. Since then, they’ve grown to one of the largest fundraising platforms available to organizations of all shapes and sizes.

DonorPerfect’s online donation tools encompass several key features, including embeddable, branded donation forms, intuitive customization abilities with an easy-to-use drag-and-drop builder, suggested giving levels, and recurring gift functionality.

In order to provide matching gift fundraising abilities, DonorPerfect has partnered with Double the Donation to help market matching gifts throughout the online donation process using automated email outreach and more. This enables organizations to raise more in matching gift funding and build better relationships with individual and corporate donors.

Learn more about the product or get a demo today!

Engaging Networks is one of our favorite online donation tools.

8. Engaging Networks

First created in the UK in the year 2000, Engaging Networks has since expanded to power organizations and reached over 10 million users in more than 190 countries across the globe. In the decades since, they’ve continued to pride themselves on their ongoing innovation, with new features and upgrades being released on a regular basis.

Among these top features include online donation tools that support any language or currency, single or multi-step donation forms with native A/B testing, simple recurring gift management for both fundraisers and donors, and one-click giving for returning supporters.

Thanks to a partnership with Double the Donation’s automated matching gift tool, 360MatchPro, Engaging Networks provides integrated matching gift fundraising functionality alongside their online donation tools. This allows nonprofits to encourage matching gifts among donors, leading to improved matching gift conversion rates and increased match revenue overall.

Learn more about the product or get a demo today!

Fundly is one of our favorite online donation tools.

9. Fundly

Founded in 2009, Fundly is a powerful fundraising solution with crowdfunding and peer-to-peer campaign functionality for nonprofit organizations, individual fundraisers, and anyone in between.

Fundly’s online donation tools offer top features such as customizable, mobile-friendly donation pages that work on any browser or device, social fundraising abilities with social media sharing buttons and updating campaign walls, and a free Fundly iOS mobile app for easy campaign management.

To provide its clients with matching gift functionality as well, Fundly offers a native integration with the top matching gift software provider, Double the Donation. When Fundly users enable Double the Donation’s search tool on their online donation forms, they can boost awareness of this underutilized giving opportunity to donors and raise more for their missions in company match revenue.

Learn more about the product or get a demo today!

Fundraise Up is one of our favorite online donation tools.

10. Fundraise Up

Fundraise Up, created in 2018 in response to poor donation form experiences from a donor’s standpoint which uncovered a clear technology gap, is a modern solution with easy-to-use online donation tools and more.

Top Fundraise Up features include animated and sticky donation buttons that can be easily placed on any page of your website, pop-up donation reminders and message bars, customizable and embeddable donation forms, and gamification tools like goal meters, stat counters, and impact sliders.

Fundraise Up offers an innovative and seamless integration with Double the Donation’s 360MatchPro to equip nonprofit users with matching gift abilities. This partnership allows organizations to embed a matching gift search widget in their online donation forms. Plus, it even incorporates unique matching gift upsell features that assist in both boosting initial donations and driving more matches.

Learn more about the product or get a demo today!


Funraise is one of our favorite online giving tools.

11. Funraise

Founded in 2015 by nonprofit staff members looking for an improved way to raise money online, Funraise is a powerful online donation tool aiming to do just that. This all-in-one fundraising platform encompasses online donation forms and pages, peer-to-peer and social fundraising, donor management and reporting, and more.

Funraise’s online donation tools offer innovative features such as customizable and embeddable giving forms, mobile-friendly fundraising solutions to reach donors where they are, visually appealing fundraising website templates, and recurring gift functionality.

Not to mention, Funraise enables clients to make the most of matching gift fundraising through a seamless integration with industry-leading matching gift software provider, Double the Donation. Equipped with Double the Donation’s embeddable matching gift database, organizations can increase awareness about company gift-matching among donors and drive additional corporate revenue for their causes.

Learn more about the product or get a demo today!

iDonate is one of our favorite online donation tools.

12. iDonate

Since 2011, iDonate aims to make digital fundraising easy and accessible for all kinds of nonprofit organizations and supporters. As a result, iDonate is a powerful fundraising platform that offers traditional online donation tools, text-to-give functionality, peer-to-peer giving, event fundraising, and more.

This innovative solution incorporates top fundraising features, including embeddable and customizable online giving forms, mobile-first fundraising design, seamless designated fund abilities, multiple gift types, and recurring donation management.

iDonate also incorporates corporate matching gift fundraising into their online donation system through a native integration with Double the Donation. By partnering with Double the Donation’s matching automation software, 360MatchPro, iDonate clients can embed a searchable matching gift database widget on their online donation forms or confirmation pages. When donors interact with the widget, automated matching gift follow-ups are triggered through email, encouraging individuals to secure company matches and do more for your cause.

Learn more about the product or get a demo today!

Givebutter is one of our favorite online donation tools.

13. Givebutter

Givebutter began in 2016 as an idea by a group of students to create an improved crowdfunding platform for students and student groups to raise money for their various needs. In the years since, it has continued to expand to become one of the top providers of low-cost online donation tools in the space.

Among Givebutter’s most noteworthy features include real-time and dynamic social feeds to leverage social proof, personalized links and pages, multi-team fundraising, and goal bars and countdowns for increased gamification.

And thanks to a native integration with leading matching gift provider, Double the Donation, Givebutter clients can easily leverage matching gift promotion within the online donation process. If donors select their employer when prompted on a Givebutter donation form, they’ll be provided with a direct link to that company’s matching gift request form on the confirmation page. This increases awareness surrounding matching gifts and results in more corporate dollars flowing to nonprofit organizations.

Learn more about the product or get a demo today!

Qgiv is one of our favorite online donation tools.

14. Qgiv

Founded in 2007, Qgiv was built as a way for nonprofits, faith-based organizations, and political groups to accept donations and other payments online. Since then, Qgiv has grown to be a leading online fundraising software company with innovative solutions for donations, events, data management, and more.

Top features of Qgiv’s online donation tools include fully branded donation forms with single-step or multi-step layouts, customizable fields relying on conditional logic to collect the right donor data for your needs, and automated, personalized email receipts and donor communications.

Qgiv encourages organizations to promote matching gift opportunities as well, and the process is streamlined from start to finish, thanks to an integration with Double the Donation. When organizations enable matching gift functionality through 360MatchPro by Double the Donation, they can easily promote match opportunities throughout the giving process, trigger automated follow-ups, and drive total revenue and engagement.

Learn more about the product or get a demo today!

RaiseDonors is one of our favorite online giving tools.

15. RaiseDonors

RaiseDonors was created more than six years ago to equip donor-centric nonprofit organizations with powerful online donation tools to raise more. Plus, their software integrates with various CRMs, payment processors, email marketing tools, and data analytics systems to provide a seamless technological experience.

Popular RaiseDonors features include a fast, flexible donation page builder, automated and personalized thank-you pages and follow-up emails, prepopulated forms with donor data, flexible payment methods and currencies, and incentive offers to encourage larger donations.

And thanks to the RaiseDonors and Double the Donation integration, organizations can quickly and easily enable matching gift automation within the online donation process. Donors will be met with matching gift information on the online donation form and confirmation page and again through automated email outreach. These additional touchpoints drive matching gift revenue, equipping nonprofits to close the knowledge gap and make the most of this underutilized source of funding.

Learn more about the product or get a demo today!

Salsa is one of our favorite online giving tools.

16. Salsa Labs

Founded in 2003, Salsa Labs is a technology company that is dedicated to providing charitable organizations with innovative fundraising, advocacy, and engagement solutions. In 2015, Salsa merged with DonorPro to enable premier donor management functionality as well.

Salsa’s online donation tool, Salsa Engage, incorporates key features such as beautifully designed, customizable giving forms, an easy-to-use visual form designer, machine learning and formula-driven fundraising asks, text campaigns, and more.

Salsa also integrates with 360MatchPro by Double the Donation to provide users with comprehensive matching gift functionality. This partnership allows nonprofits to automatically screen donor data for match-eligible supporters and drive matches through personalized outreach, resulting in increased revenue with little to no time and effort required.

Learn more about the product or get a demo today!

Soapbox is one of our favorite online giving tools.

17. Soapbox Engage

Soapbox Engage was created in 1999 in response to a widening technology gap noticed by nonprofit organizations across the globe. As a part of the PICnet information technology ecosystem, Soapbox works to deliver easy-to-use fundraising apps and solutions to nonprofits of all shapes and sizes.

A few of Soapbox Engage’s most integral features include real-time donation form integrations with Salesforce and Microsoft Dynamics, flexible payment options from Authorize.net, Braintree, CyberSource, iATS, PayPal, Stripe, and TouchNet, and peer-to-peer campaign management.

Plus, Soapbox Engage offers a matching gift integration as well, partnering with industry-leading matching gift software provider, Double the Donation. 360MatchPro by Double the Donation works seamlessly alongside the Soapbox donation app to remind donors of matching gifts at multiple touchpoints, provide company-specific instructions and next steps, and more. The easier it is for donors to request matches from their employers, the more you’ll likely receive for your cause.

Learn more about the product or get a demo today!


Virtuous is one of our favorite online giving tools.

18. Virtuous

The Virtuous fundraising platform was built in 2014 with an aim to grow generosity worldwide through simplified online giving experiences. This comprehensive solution incorporates a powerful nonprofit CRM, numerous automated workflows, marketing and event management, and giving solutions.

Online donation tools from Virtuous offer key features such as smart gift suggestions, intuitive online donor portals, personalized and frictionless giving experiences, and custom donation form and page builders.

Virtuous also offers innovative matching gift functionality through an integration partnership with Double the Donation. Thanks to this solution, Virtuous clients can easily incorporate Double the Donation’s search plugin in their online donation pages, prompting donors to select their employer with an optional donation form field. If a donor finds their company, automated emails are triggered to inform the donor about their match-eligible donation. This increases the total number of matches secured overall while providing new and impactful engagement opportunities as well.

Learn more about the product or get a demo today!


As digital fundraising becomes increasingly prevalent across the nonprofit sector, the need for effective online donation tools is more important than ever before.

We’ve run through several of our favorite fundraising solutions above⁠. Now, it’s time to choose the software that’s right for your organization and get set up with powerful virtual fundraising practices for your team. Good luck!

Learn even more about nonprofit fundraising and donor engagement with our other educational resources:

Nonprofit Videos We Love: 8 Inspirational Videos

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

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

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

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

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


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

What is a nonprofit video?

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

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

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

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


    This section discusses the importance of videos for nonprofit marketing.

Why do nonprofits need video?

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

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

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

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

This graphic showcases why videos are valuable for nonprofit marketing.

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

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

This section covers how to make a nonprofit video.

How to make a nonprofit video

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

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

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

Overview of Organization

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

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

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

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

This section covers which audiences to focus on in videos.

Overview of Audience

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

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

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

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

Messaging and Communication Plan

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

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

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

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

How to Get Start with Video Marketing on a Budget

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

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

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

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

What makes a nonprofit video good?

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

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

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

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

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

How do nonprofit videos fit into your marketing strategy?

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

This graphic outlines the types of nonprofit video marketing.

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

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

This section covers the 4 best nonprofit marketing video tactics.

4 Best Nonprofit Video Tactics to Inspire Your Organization

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

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

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

Tug on the heartstrings

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

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

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

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

This section discusses the second tactic of making videos relatable.

Make it relatable

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

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

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

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

Inspire and inform

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

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

Organizations that use video to inspire and inform include:

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

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

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

Don’t take yourself too seriously

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

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

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

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

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

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

 

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

Nonprofit blog_Feature

Nonprofit Blogs: Top Blogging Tips & Which Ones to Follow

Without a strategic marketing plan, it can be difficult to distinguish your nonprofit in the digital space. Blogging is an easy and effective way to boost your online presence. Nonprofit blogs use storytelling techniques to attract donors, increase engagement, and establish authority.

At Getting Attention, we help nonprofits elevate their online marketing efforts through Google Ad Grant optimization. That said, through those efforts, we’ve seen firsthand what can make or break a nonprofit’s blog! In this comprehensive guide, we’ll cover the following information, including the importance of nonprofit blogs as well as best practices for curating content:

At the end of the guide, we’ll explore some note-worthy examples of blogs in the nonprofit space to kick off your brainstorming. Let’s get started.

Learn the basics of nonprofit blogs with this comprehensive overview.Overview of Nonprofit Blogs

A nonprofit marketing blog is a dedicated resource hosted on the websites of charitable organizations, fundraising professionals and consultants, and nonprofit software companies. Blogs can range in style and content, from educational guides and industry updates to current events and impact stories. But each nonprofit blog shares a common goal: driving traffic to the organization’s website.

A nonprofit blog acts as a powerful search engine optimization (SEO) tool. While your main website provides the basic information for your mission and goals, your blog should explore topics that potential supporters might search for on Google. When your blog consistently posts valuable content that’s optimized for highly-searched keywords, it will become a go-to resource that ranks highly on search engine result pages and attracts new prospects.

Nonprofit blogs can help you accomplish these four goals.

If you find yourself asking, “Does my nonprofit need a blog?” the answer is likely yes! Blogging is an easy, effective way to stand out and engage with your audience. Since charitable organizations rely on raising awareness, blogs can help your organization to:

  • Promote your brand. A nonprofit blog is essentially free advertising. Spread the word about your nonprofit’s impact through engaging content.
  • Provide regular updates to your audience. Blogs allow nonprofits to easily publish content with updates about accomplishments, campaigns, and events.
  • Share your content and mission across platforms. The more content you have on the web, the more likely it is that someone will come across your mission and take action.
  • Establish your authority. Show potential donors that you’re an expert in the field by using your blog to discuss topics related to your mission.

For more information on the benefits of blogging, read our article dedicated to the basics of nonprofit marketing blogs. Then, learn how to write a successful nonprofit blog in the next section.

Follow these four steps to writing the most successful nonprofit blog.How to Write a Nonprofit Blog

Now that you’ve decided to start a blog for your nonprofit, you’re left with the task of creating content. You may struggle with narrowing down topics, attracting an audience, and standing out against other nonprofit blogs.

Don’t fret! Nearly 64% of nonprofit content marketers publish blogs regularly, meaning it’s a popular and manageable undertaking. Use this simple step-by-step guide to help your nonprofit write an effective blog.

Step 1: Consider the goals of your blog.

Before you begin writing content, determine how the blog will tie into your marketing strategy. Host a meeting with your team to consider the short and long-term goals of the blog. The first question you should ask is “what do we hope to achieve through our marketing efforts?”

Create a list of 3-5 priorities for your nonprofit blog. Tactical goals include building brand awareness, attracting volunteers, increasing fundraising, encouraging email signups, among others. Consider the following examples:

  • If increasing your ranking on search engine result pages is a priority for your nonprofit, you should strive to include targeted keywords in your blogs.
  • If your nonprofit wants to decrease bounce rates, you should focus on displaying a pop-up with downloadable content when a user is about to leave a blog post.
  • If generating donations is of high importance, your blog should explain the need for funding and highlight your impact.

This process will help your team determine its short and long-term goals. After carefully considering your objectives, you’re ready to create a content strategy that will drive your nonprofit’s objectives.

Step 2: Create a content strategy.

A content strategy defines content-related decisions, including which blog posts you’ll write and when. Once you determine your goals, consider how content will fit into your marketing funnel. Which topics should be addressed at the top of the funnel to raise awareness? What subjects need to be covered to facilitate conversions?

Making a content strategy that works for your nonprofit will help you to create consistently strong content. Let’s review the three main elements of a content strategy that are especially important for nonprofit blog:

  • Audience: Test whether blog posts work with your audience by looking into demographic and behavioral information. Determining the characteristics of your average supporter can help you to better understand the needs of your audience. If your blog resonates with your target audience, you’ll see more shares and higher search rankings.
  • Tone: Consider how you want to convey your nonprofit’s tone in a blog. Tone refers to how your words translate to an audience. Do you want to come across as casual and conversational? We recommend creating a style guide for all staff at your organization to maintain consistency.
  • Production: Consider how content will fit into your marketing funnel. Which topics should be addressed at the top of the funnel to raise awareness? What bottom-of-the-funnel subjects need to be covered to facilitate conversions? Decide which types of content should be produced (i.e. an educational guide with fundraising ideas or a news story relating to your mission). You also need to determine who will write the content and where the content will be promoted.

Content strategies will be a go-to resource for your team, clarifying how, when, where, and why you will create content. Aligning content plans with your overall goals will improve your organization’s marketing efforts and help you create the most effective content.

Step 3: Create content.

Once you set your goals and establish a clear content strategy, you’re faced with the challenge of content creation. Keep in mind that blog posts around 2,000 words have the highest SEO and social sharing rates. When creating your own content, keep the following writing tips in mind:

  • Keep paragraphs short. Don’t overwhelm readers with lengthy, dense content. Make information easy to digest by keeping paragraphs to 3-4 sentences.
  • Include calls-to-action. Call-to-action (CTA) buttons prompt readers to show their support and take the initiative to help your mission. Keep phrases short and compelling, as in the following example: “Do you want to help animals in need? Donate now.”
  • Use headers, bullet points, and numbered lists. Strong headlines will capture your audience’s attention and help to break up long sections of text. Bullet points and numbered lists allow readers to quickly scan through your blog post and retain information.
  • Add compelling visuals. Images, graphics, and videos can spark an emotional reaction in readers and help them to understand complex topics. Ensure that visuals are consistently formatted and high quality.
  • Optimize with keywords. SEO keywords increase traffic to your website. Aim to include at least 15 to 30 keywords in each blog post to push readers down the engagement funnel.

If you don’t have enough time to write your own content, you can still update your audience and support your marketing goals through content curation. Content curation is the process of selecting, editing, and publishing content from external sources. Just remember to never reproduce external content without identifying your source and adding your own expertise.

Step 4: Market your blog.

Now it’s time to make your nonprofit blog stand out! From email to social media, there are multiple marketing channels to choose from, and each has its own strengths. Here are the most popular marketing channels:

  • Email is a personal, cost-effective way to reach large numbers of supporters. It’s great for sending invitations, thanking donors, providing general updates, and sharing blog content.
  • Social media is a popular place to boost brand awareness and attract donors. Twitter, Instagram, and Facebook provide opportunities for your nonprofit to showcase its personality and engage with supporters. Aim to share each blog post across your nonprofit’s social media feeds.
  • Google Grants are $10,000 grants awarded to select charities for creating and hosting ad campaigns on Google. These free ads allow organizations to amplify their presence on search engine results pages (SERPs) and get their website content in front of the right eyes.

If a Google Grant seems like the best fit for your nonprofit blog, consider working with a certified agency like Getting Attention. Getting Attention’s team of experts offer free consultations and resources to help your organization plan a successful campaign strategy. Reach out to our team today to learn more!

For a more comprehensive look into creating a marketing plan, refer to this guide. Now that you have a foundation for writing a nonprofit blog, we’ll move onto best practices.

Contact our professionals at Getting Attention to get a free quote today

Nonprofit Blog Best Practices

It’s no secret that building a nonprofit blog takes time and effort. But the pay off— driving interested supporters to your mission— will be worthwhile! Whether launching your first blog or updating existing content, your nonprofit will benefit from these blogging best practices:

Your organization will benefit from these 5 nonprofit blog best practices.

  • Post consistently. Posting regularly increases engagement. We recommend establishing an editorial calendar for your nonprofit blog. This will help your team keep track of blog posts, newsletters, social media posts, and other content deadlines.
  • Write long-form articles. Search engines and supporters tend to prefer pieces that exceed 1,000 words. Longer blog posts allow you to dig into complex subjects, include plenty of visuals, and become an authority in your field.
  • Feature experts. Including insights from the other experts in your field adds a human element to your nonprofit and inspires your audience to get involved. You can feature thought leaders through guest posts or interviews.
  • Showcase impact. Make your blog engaging and insightful by showing your organization’s impact. This will keep donors, volunteers, and supporters invested in the mission and encourage them to heed your calls-to-action.
  • Use a multichannel marketing strategy to spread the word. We suggest taking a multi-channel marketing approach to promoting your nonprofit blog. Cover all the bases by combining your email, social media, and SEO efforts.

These best practices will improve your search engine results and increase traffic to your nonprofit’s blog. Now let’s take a look at the nonprofit blogs that have successfully implemented these tips!

From Getting Attention to Top Nonprofits, these nonprofit blogs are sure to inspire your next post!Best Nonprofit Blogs to Inspire You

With more than 500 million blogs worldwide, it can be difficult to sort through the seemingly endless sea of information. We’ve compiled a list of the best nonprofit blogs that managed to stand out using marketing strategies. From Getting Attention to Top Nonprofits, these nonprofit blogs are sure to inspire your next post!

Bonus! For an in-depth look at our top picks, check out this guide.

Getting Attention

Getting Attention is a nonprofit blog committed to Google Ad Grant management.

Getting Attention is made up of professional fundraising consultants dedicated to Google Ad Grant management. Getting Attention’s nonprofit marketing blog offers articles spanning a variety of essential nonprofit topics, from the basics of Google Grants to guides for planning a comprehensive nonprofit marketing plan.

Double the Donation

Double the Donation is a great example of a successful nonprofit blog.

Double the Donation is an expert in matching gift funds, with the largest and most accurate database of matching gift and volunteer grant information in the nonprofit sector. Double the Donation’s dedicated blogroll consists of industry guides and nonprofit tips including corporate fundraising, general fundraising guides, and top software provider lists.

re:Charity

re:Charity is a nonprofit blog dedicated to hosting fundraising.

re:Charity is a nonprofit blog dedicated to hosting fundraising resources, tips, best practices, industry guides, and software lists. There is a wide range of information on re:Charity, with specific blog categories dedicated to fundraising, marketing, technology, and nonprofit strategies.

Fundraising Letters

The Fundraising Letters nonprofit blog allows professionals to peruse educational resources.

Fundraising Letters is a website committed to helping nonprofit leaders craft compelling and engaging communications with supporters. The Fundraising Letters blog allows professionals to peruse educational resources provided by thought leaders throughout the nonprofit industry.

Crowd101

Crowd101 is a nonprofit blog and an excellent resource for crowdfunding.

Crowd101 hosts a wide variety of resources and blog posts to help fundraisers begin a crowdfunding event, market it effectively, and explore other fundraising tips. Their blog is a great resource with clearly defined sections, like getting started with crowdfunding, crowdfunding examples, fundraising ideas, real estate crowdfunding information, and more!

 

NonprofitPRO

NonprofitPRO is a go-to nonprofit blog for nonprofit management.

NonprofitPRO is a go-to source for nonprofit management and strategy which serves fresh, hard-hitting content. They cover a range of topics, including human resources, board and volunteer management, legal matters, news, and raising funds. NonprofitPRO’s blog effectively brings together thought leaders in the nonprofit industry, offering a wide range of tools and strategy guides to modern nonprofit professionals.

Get Fully Funded

Get Fully Funded is a nonprofit blog that teaches how to build a loyal donor base.

Get Fully Funded is a step-by-step system for fundraising that teaches how to build a loyal donor base, inspire donors to give, and build relationships that keep them giving. Their dedicated team of professionals offers coaching, training, and support to fully fund your nonprofit. Get Fully Funded has an extensive blog site with weekly tips and tools to help you raise the money you need to grow your nonprofit.

 

Candid

Candid's nonprofit blog serves as a database for other nonprofits.

Candid connects people who want to make a difference with the resources they need to do it. GuideStar, a data collection company, and Foundation Center joined forces to create Candid, a comprehensive database for nonprofits. Follow their blog for regularly updated information on how philanthropy responds to the COVID-19 pandemic, advancing racial equity, and safeguarding democracy.

Nonprofit Hub

Nonprofit Hub's nonprofit blog helps nonprofits grow their missions.

Nonprofit Hub is a national educational publication helping nonprofits grow their missions and better their organizations. It’s a great resource for thought leadership and resources on marketing, fundraising, and more! Each week, Nonprofit Hub publishes new blog content ranging from nonprofit branding to nonprofit web design.

Nonprofit Tech for Good

Nonprofit Tech for Good's nonprofit blog offers news and resources related to digital marketing and fundraising.

Nonprofit Tech for Good focuses on providing useful, easy-to-understand news and resources related to digital marketing and fundraising. 101 Best Practices is their blog and webinar series on website design, email marketing, online fundraising, and social media best practices for nonprofits, NGOs, and charities worldwide.

The Chronicle of Philanthropy

The Chronicle of Philanthropy's nonprofit blog explores what works and what doesn't in the nonprofit sector.

The Chronicle of Philanthropy explores the nonprofit world of philanthropy. Based in Washington, DC, their print and online content targets charity leaders, foundation executives, fundraising professionals, and ordinary people involved in philanthropy. The Chronicle of Philanthropy’s blog is dedicated to honest conversations about what works and what doesn’t in the nonprofit sector.

Top Nonprofits

Top Nonprofits' blog was founded to help charitable missions grow.

Top Nonprofits was founded to help nonprofits accelerate their growth through sharing information, tools, trends and best practices. In this blog, you’ll learn about new frontiers in fundraising, best storytelling practices, tips for mission statements, and more!

 

 

Our final tip for your nonprofit blog is to work with Getting Attention!Wrapping Up: Our Final Tip for Optimizing Your Nonprofit’s Marketing

The bottom line: running a nonprofit blog takes dedication, consistent writing, and a strong marketing strategy. If you follow best practices, your nonprofit will reap benefits like connecting to donors and increasing brand awareness.

Once you’re ready to promote your nonprofit blog, consider working with a trusted expert like Getting Attention. We’ll help you bring new supporters to your website through Google Ad Grant management and make the most of your Google Ad Grant.

Want to continue your research on nonprofit blogs? Explore these additional resources:

  • How to Start a Nonprofit Blog A nonprofit blog is not a simple or easy undertaking. It takes work to decide what to post, when to post it, and build your audience. Follow this guide to get started.
  • Should Your Nonprofit Launch a Blog? Understanding what a blog is and how it works will maximize your nonprofit’s success. Discover tips and tricks to get started with your own blog.
  • Top 22 Nonprofit and Fundraising Blogs Are you ready to be inspired by the best in the business? Learn from top industry leaders by following the best nonprofit and fundraising blogs right now!
  • The Top Nonprofit Blogs You Should Bookmark Nonprofit marketing blogs serve as an incredible resource for fundraisers and others invested in charitable causes. Explore our favorite blogs in this guide!

Get help with your digital marketing by requesting a free consultation with Getting Attention

Follow this guide to learn about financial planning and how to build the most effective marketing budget.

Nonprofit Budgets: A Quick Guide & Best Practices

A nonprofit budget is an important financial document that allocates expenses and predicts revenue. Without a budget, nonprofits find themselves with more money going out than coming in.  It’s crucial in helping your nonprofit plan for the future, stay fiscally responsible, and reach campaign goals.

Take this opportunity to build a financial strategy and refresh your existing budget.

This comprehensive guide will walk you through the value of a budget and explain how it translates to the actions outlined in your marketing plan. We’ll cover the following points:

Here at Getting Attention, our trusted experts will guide you through the process of incorporating Google Ad Grants into your marketing budget. We’re here to clarify your questions and serve your nonprofit’s mission by bringing new constituents to your organization.

Building a budget can bring value and structure to your nonprofit. Let’s get started with the elements of a good nonprofit budget.

Contact Getting Attention to include Google Ad Grants in your marketing budget

Learn how to build the most effective budget for your nonprofit

What is a good budget for a nonprofit organization?

Financial planning is vital to the success and sustainability of an organization. The Better Business Bureau recommends that nonprofits spend under 35% of their funding on overhead expenses (facility costs, licensing fees, equipment costs, etc.) and spend at least 65% on programs.

To meet these guidelines, your team must devise a budget that outlines projected expenses and revenue. A budget for a nonprofit organization should be:

  • Accurate: Information should be based on logic and strategy. Have your accounting team double-check each line item to ensure your records are accurate and reliable.
  • Transparent: Nonprofits must disclose certain financial information to the public per request. Earn the trust of supporters and prospective donors by building a budget that reveals your financial history, goals, and programs.

Accuracy and transparency are crucial for your nonprofit’s image. After you calculate your financial statements, pull insights and share them with your staff, volunteers, and board. This will increase engagement within your organization and allow people to better understand your nonprofit’s financial health.

Focus on these primary revenue and expense items while building your nonprofit's budget

What should be included in a nonprofit budget?

From daily operational costs to monthly donations, there is a wide range of elements that should be included in your nonprofit’s budget. We’ll focus on the primary revenue and expense items.

Nonprofits rely on a combination of income sources from individuals, foundations, corporations, and grants. Diversify your revenue stream by accounting for the following types of income:

  • Grants: Nonprofits can apply for grants from corporations like Google as well as the government. In the budget, specify which types of programming each grant will cover.
  • General Donations: Monetary donations from major donors and a wider donor base are the lifeblood of nonprofits. In your budget, look at past years to estimate how much you can expect to raise from general donations.
  • Monthly Giving: Recurring gifts are a reliable source of income for your nonprofit. Account for monthly, bi-montly, and yearly donations.
  • In-Kind Donations: These include any volunteered services or supplies.
  • Corporate Giving: Nonprofits depend on corporate gifts to increase their revenue and build relationships. Consider working with a matching gift professional to further boost your donations.

Projections are the best way to assess how your investment in each campaign or project relates to its relative importance in your plan. That’s a crucial ingredient in your decision making, so there’s no avoiding projecting what your expenses will be. Include the following costs in your budget:

  • Administrative: This includes expenses for operations and management, including staff salaries, office space, utilities, insurance, and technology. 
  • Programming: These are the costs needed to carry out your mission-related activities. For example, if a nonprofit is dedicated to feeding the homeless, program expenses would include food and food preparation costs.
  • Fundraising: Activities related to an appeal for financial support, which can include marketing efforts like newsletters, print ads, and blog posts.

Now that you have the basic line items for your nonprofit’s budget, let’s focus on budgeting for communications and marketing in particular.

Allocate between 5-15% of your nonprofit's budget to marketing.

How much do nonprofits spend on marketing?

According to a recent study, nonprofits spent an average of 4 cents on digital advertising for every $1 raised online last year and almost 70% of those advertising budgets were devoted to lead generation and new donor acquisition. Budgeting for these marketing costs is vital. Your marketing budget serves as a map to ensure you reach your goals and determines whether your plans are realistic.

In the for-profit world, it’s fairly standard to determine a marketing budget by allocating 10-20% of projected gross revenues to marketing and communications.  For a general rule of thumb in the nonprofit sector, try to allocate between 5-15% of your budget to marketing.

What’s most important is that you establish a detailed marketing and communications budget prior to the start of each fiscal year. Track costs and results as you go so that you can analyze cost vs. benefit. The budget should be integrated into your annual marketing and communications plan, with a dollar cost allotted to each strategy (direct mail, email, paid advertising, media relations, etc.), each of which should be broken down further (consulting, evaluation, printing, postage, etc.).

Take control of your nonprofit’s budget with these 5 best practices.

5 Nonprofit Budget Best Practices

A strong nonprofit budget serves as a clear framework for your decision-making and a powerful tool for getting the marketing dollars you need to meet agreed-upon goals.

To make the most of your budget, direct and prioritize your focus. Knowing what you are working towards and making the best decisions on how to get there will lead to leadership buy-in and ongoing support.

Take control of your nonprofit’s finances and start building your budgeting skills with these best practices.

Follow these 5 best practices to build the most successful nonprofit budget

Determine a budgeting approach.

Misunderstanding which type of budget is best for your organization can sabotage far more than your financial plan. It can mean the downfall of your nonprofit. With the right budget approach, you can advocate for what you really need to move your mission forward.

No one-size-fits-all budget exists. Communicate financial information in a way that works for your organization. Consider the following strategies when building your nonprofit budget:

Consider the following strategies when building your nonprofit budget

  • Income-Based Approach: As the name suggests, an income-based approach prioritizes income. Determine how much income you can realistically count on and include only reliable revenue in your budget. Don’t include income projections to simply fill gaps. If your organization doesn’t meet these income targets, it will create a budget deficit.
  • Incremental Approach: The incremental approach builds upon your budget from the previous fiscal year. While this is a quick and easy method to prepare a budget, it’s more difficult to find funding for new campaigns or projects since unspent funds may have been reallocated to another campaign.
  • Zero-Based Approach: The current fiscal year’s budget is prepared from scratch, without consideration for income or expenses from the previous year. Although this method is accurate and efficient, it’s time-consuming. Your organization will have to test several assumptions about where money will come from and how it will be spent.
  • Percentage Approach: Break down marketing, communications, and fundraising by percentages of the total budget. This approach is favored by those who believe that marketing and communications expenditures should directly reflect a nonprofit’s evolution and the size of its budget. If done correctly, you could see communications spending grow as your organization does.
  • Flat Dollar Approach: Some experts in the field consider a flat dollar approach to be more relevant and safer than the percentage approach since your total budget has to cover costs like utilities, rent, taxes, health insurance. Give special campaigns, marketing, communications, and fundraising efforts a set dollar amount based on past expenditures. This method simplifies projections and gives you a clear baseline budget.

Each approach has benefits and limitations. That’s why most nonprofits implement a combination of these strategies. Whichever approach you take, you’ll find that a formal budget is a great aid in decision making. You’ll clearly see how much you have to spend to reach your goals and, by tracking results, will gain a sense of which strategies work best.

Now that you have solidified a budget approach, share your strategies and goals with leadership and staff.

Develop a budget with your entire team.

Team-based financial planning is the most effective way to ensure your budget aligns with your organization’s goals and mission. Involve staff and board members in the budgeting process to create a comprehensive strategy that relies on a variety of perspectives. This will enhance your team’s ability to communicate your organization’s financial story to other key stakeholders.

Consider these steps to running a budget meeting:

Consider these steps to running a team-based nonprofit budget meeting.

  1. Determine a timeline. From preliminary drafts to approvals, the entire budgeting process can take weeks to months. Set deadlines and milestones to track progress against measurable benchmarks.
  2. Agree on goals. Calculate how much revenue is needed to cover your campaign and marketing goals. How do you plan to raise these funds? Make a plan of attack with your team.
  3. Review past data. Examine financial statements from previous years for areas of growth and improvement. Then, problem solve! If you notice a slump in revenue, work with your team to revise past financial strategies.
  4. Draft the budget. Find a template with expense line items that work for your team’s organizational skills. Then, build out anticipated costs and expenses according to your research.
  5. Present findings to your board. Before the start of the fiscal year, hand your budget over to board members for review. They will assess the effectiveness of resources, evaluate administrative systems, and measure progress towards goals.
  6. Debrief. Budget planning takes a lot of time and energy. After you complete your budget, get with your team to discuss what went well and what needs to improve before the next fiscal year.

Once you develop your budget and align it with your marketing goals, you will have a clear plan for moving forward, shaped by concrete data and strategies. A budget that your entire team agreed on can increase the probability of getting more marketing dollars. As a result, it will be comforting for your leadership to have these plans readily available.

Include non-monetary contributions.

If your organization is fortunate enough to attract in-kind donations, record these contributions to express your gratitude and abide by legal standards. When documented in your budget’s revenue, non-monetary contributions show what it truly takes to drive your mission.

In-kind donations are donated goods, services, and time. Consider the following examples to determine which donations you need to budget for:

  • Tangible goods: Equipment, office furniture, clothing, food, supplies, etc.
  • Intangible goods: Advertisements, patents, copyrights, etc.
  • Services: Accounting, printing, catering, consulting, photography, security, etc.

In-kind donations should be recorded at fair market value. The Financial Accounting Standards Board (FASB) defines fair value as “the price that would be received to sell an asset or paid to transfer a liability in an orderly transaction between market participants at the measurement date.” To determine the value of your in-kind donation:

  • Calculate what your organization would have paid for donated goods on the open market.
  • Track the hours of professional services donated to your organization.
  • Contact your donors and ask them to price their own in-kind services.

Volunteer hours do not need to be reported in a budget. However, your organization can still acknowledge the impact of volunteers in your audit or in a short narrative included with your budget.

Conduct regular checks of your budget.

Set regular team meetings to monitor your budget’s progress. Whether you hold these meetings monthly, quarterly, or annually, ensure that your entire team is involved. This will improve communications and management between departments.

Consider the following topics in your meeting:

  • Assess the “why” behind budgetary issues.
  • Determine which campaigns need more financial attention.
  • Review past finances to determine if your budget is on track or not.
  • Compare your budgeted revenue and expenses to actual amounts.
  • Inspect balance sheets for discrepancies.
  • Account for any unusual circumstances that may arise (such as the pandemic).

Monitoring your budget throughout the year is the key to financial success, along with setting aside enough funds for marketing.

Apply for a Google Ad Grant.

The average small business using Google Ads spends between $5,000 and $12,000 per month on Google paid search campaigns. That’s $60,000 to $150,000 of marketing expenses spent solely on ad-clicks per year. Thankfully, Google created a grant to help nonprofits budget for marketing.

Google Ad Grants provide eligible nonprofits with a $10,000 monthly stipend to spend on paid search ads. While regular Google Ad accounts have to pay per ad-click, Google Grant participants can display their advertisements for free. These ads enable your nonprofit to appear on Google when it matters— when someone searches for topics related to your mission.

The ideal Google Ad Grant candidate has a website that effectively serves its audience and promotes its mission. With the Google Ad Grant program for nonprofits, organizations can:

  • Increase online conversions.  
  • Reach out to new donors.  
  • Recruit volunteers.  
  • Market multiple ad campaigns. 
  • Analyze and track performance.  

As long as your organization complies with the eligibility requirements, the allotment renews monthly without a time constraint. That means, your nonprofit will be relieved of Google Ad expenses indefinitely. We recommend setting a daily budget of $329 to run as many campaigns as possible and take full advantage of your grant.

When you manage a Google Ad Grant with Getting Attention, we’ll make sure you have a strong digital marketing strategy that works for your budget.

Our Final Tip: Work with a team of Google Ad Grant Experts.

It’s no secret that budgeting can fuel your nonprofit’s impact. When you manage a Google Ad Grant with a Google Ad Grant professional like Getting Attention, we’ll make sure you have a strong digital marketing strategy that works for your budget. Our team of experts offer free consultations and resources to help your organization plan a successful strategy.

Getting Attention is a fully certified agency ready to guide your organization through the Google Ad Grant process. Our services include Google Grant application, Google Grant hygiene, Google Grant reactivation, keyword research, and Google Grant Management. Maintaining your data and keeping it clean can be a pain point for many nonprofits. We’re here to champion your nonprofit digital campaigns.

Since your nonprofit’s budget is a critical component of your overall success, make sure you do your research. If you want to continue learning more about nonprofit budgets and how to optimize your strategy, check out these additional resources:

Contact Getting Attention to incorporate Google Ad Grants into your nonprofit marketing budget.