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

Google Grants Eligibility: Is Your Nonprofit Eligible?

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

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

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

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

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

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

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

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

1. What is the Google Grant?

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

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

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

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

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

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

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

Google implements Google Ad Grants eligibility requirements for several reasons.

2. Why are there Google Grants requirements?

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

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

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

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

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

3. Which nonprofits are eligible for Google Grants?

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

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

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

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

1. Type of Nonprofit Organization

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

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

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

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

2. Website Quality

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

When evaluating a website, Google looks for:

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

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

3. Compliance With Program Policies

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

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

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

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

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


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

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

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

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

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

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

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

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

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

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

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

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

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

Follow these tips to maintain your Google Ad Grants eligibility.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Our professional agency will confirm your Google Grants eligibility.

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

Wrapping Up

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

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

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

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

 

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

Google Grants Agency: Picking the Best Partner & 12 Firms

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

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

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

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

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

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

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

What Is A Google Grants Agency?

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

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

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

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

Common Services That A Google Grants Agency Will Offer

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

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

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

Google Grant Application

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

These are the application requirements they can help with:

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

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

Google Grant Account Management

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

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

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

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

Google Grant Compliance

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

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

Keywords

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

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

Data

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

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

Account Structure

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

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

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

The Benefits of Hiring a Google Grants Agency

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

Here are some of the core benefits you should expect:

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

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

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

What To Look For in a Google Ad Grant Agency

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

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

Look for these particular qualities:

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

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

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

5 Key Questions To Ask Your Google Ad Grant Agency

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

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

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

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

These are our top 12 Google Grants agency recommendations.

12 Best Google Ad Grant Agencies

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

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

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

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

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

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

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

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

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

Getting Started with This Google Grants Agency

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

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

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

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

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

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

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

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

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

Getting Started with This Google Ad Grant Manager

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

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

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

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

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

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

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

 Getting Started with This Google Grants Agency

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

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

4. Allegiance Group | Best Google Grants Agency for Fundraising

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

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

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

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

Getting Started with This Google Ad Grant Agency

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

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

5. WebFX | Best Google Grants Agency for NGOs

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

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

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

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

Getting Started with This Google Grants Agency

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

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

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

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

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

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

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

Getting Started with This Google Ad Grant Manager

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

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

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

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

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

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

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

Getting Started with This Google Grants Agency

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

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

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

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

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

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

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

Getting Started with This Google Ad Grant Manager

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

Koios is a Google Grants agency that works with libraries.

9. Koios | Best Google Grants Agency for Libraries

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

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

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

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

Getting Started with This Google Grants Agency

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

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

10. INTK | Best Google Grants Agency for Cultural Organizations

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

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

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

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

Getting Started with This Google Ad Grant Agency

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

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

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

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

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

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

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

Getting Started with This Google Grants Agency

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

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

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

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

Here are their core Google Grants services:

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

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

Getting Started with This Google Ad Grant Manager

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

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

Next Steps for Your Google Grants Strategy

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

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

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

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

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

Google Ad Grants for Nonprofits: The Complete Guide for 2023

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

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

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

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

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

Without further ado, let’s dive in!

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

Google Ad Grants for Nonprofits: The Basics

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

What Are Google Ads?

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

The Google Ad Grant program is a free version of Google Ads for select charitable organizations. There are stricter guidelines to be a part of this program since access is given as an in-kind donation.

What Are Google Ad Grants?

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

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

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

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

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

Are Google Ad Grants free for nonprofits?

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

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

Potential Use Cases For Google Ad Grants

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

Effective Google Ad Grants management empowers nonprofits to:

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

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

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

The Benefits of Effective Google Ad Grants Management

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

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

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

Benefit 1) Boost Site Engagement.

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

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

Benefit 2) Increase Online Conversions.

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

Nonprofits most commonly aim to increase online conversions like:

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

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

Benefit 3) Enhance Supporter Communications.

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

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

You can amplify your web content on Google so that it’s delivered directly to those most likely to support your cause, whether they’re existing supporters or brand new to your cause.

Benefit 4) Learn What Inspires Supporters.

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

Google Analytics will provide you with in-depth data regarding:

  • The success of your ad campaigns
  • The sources driving visitors to your site
  • The actions users take on your website

In turn, you can optimize your site’s content that you’re promoting via Google Ad Grants, effectively inspiring more users to engage with your cause.

Benefit 5) You Don’t Have to Compete for Funds.

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

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

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

Google Ad Grant Eligibility Requirements

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

What Do Nonprofits Need To Be Eligible?

To qualify for Google Ad Grants, nonprofits must meet a set of rigorous standards. It’s important to note that the program is available in over 50 countries, with each having its own requirements.

Here are the following requirements that all nonprofits must meet regardless of location:

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

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

If your nonprofit organization has a solid foundation in the digital space, it doesn’t take much to be eligible for the Google Ad Grant. However, there are also Google Ad Grant managers that can help with the eligibility check process. That way, you won’t waste your time applying just to get rejected.

What Organizations Are Not Eligible for Google Ad Grants?

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

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

  1. Governmental entities and organizations
  2. Hospitals and healthcare organizations
  3. Schools, academic institutions, and universities  However, the philanthropic arms of educational organizations are eligible!

We’d like to note that Google does have a similar grant program for educational institutions. If that applies to your organization, we recommend you check it out!

As a final note, know that the Google Ad Grants team implements these requirements to ensure that only organizations that will genuinely benefit from the program apply.

Who Should Apply for Google Ad Grants?

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

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

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

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

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

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

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

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

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


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

How To Apply for the Google Ad Grants Program

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

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

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

1. Register Your Nonprofit with TechSoup.

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

To join TechSoup, you’ll need to:

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

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

2. Enroll in Google for Nonprofits.

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

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

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

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

3. Ensure Google Analytics Is Installed.

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

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

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

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

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

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

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

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

Leverage these tips for better Google Ad Grants management.

Tips for Effective Google Ad Grants Management

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

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

1. Develop Valuable and Promotable Website Content.

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

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

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

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

2. Measure Campaign Performance.

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

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

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

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

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

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

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

3. Undertsand Your Audience.

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

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

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

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

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

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

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

5. Focus on Quality Over Quantity.

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

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

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

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

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

Maintaining Your Google Ad Grants Account

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

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

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

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

Google Ad Grant Rules To Maintain Compliance

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

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

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

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

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

Reasons Your Account Might Be Suspended

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

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

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

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

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


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

Working With a Google Ad Grants Agency

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

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

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

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

Getting Attention’s Approach to Google Ad Grant Management

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

Some of our core services include:

A Google Ad Grants agency can help optimize your account.

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

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

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

Additional Google Ad Grants Resources

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

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

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

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

4 New Revenue Streams Your Nonprofit Can Start Using Now

4 New Revenue Streams Your Nonprofit Can Start Using Now

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

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

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

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

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

1. Online Shopping Programs 

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

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

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

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

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

2. Grocery Store Fundraisers

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

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

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

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

3. Employer Gifts

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

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

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

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

4. Google Ad Grant

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

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

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

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


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

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

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

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

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

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

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

All About Plugins

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

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

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

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

All About Add-Ons

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

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

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

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

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

All About Custom Software

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

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

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

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

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

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

5 Ways to Keep Board Member Engagement High Between Meetings

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

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

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

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

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

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

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

1. Use agendas to create detailed minutes. 

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

4. Maintain communication between meetings.

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

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

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

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

5. Show appreciation for board members. 

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

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

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

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

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

Author: Jeb Banner

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

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

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

Community Needs Assessment: Tips to Strengthen Volunteering

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

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

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

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

How can a community needs assessment enrich your volunteer program?

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

There are four types of community needs:

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

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

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

Top Tips for Using Community Needs Assessments To Strengthen Volunteering

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

13 Top Fundraising CRMs for Nonprofit Organizations

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

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

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

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

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

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

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

CharityEngine is one of our favorite nonprofit fundraising CRMs.

1. CharityEngine

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

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

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

Classy is one of our favorite fundraising CRMs for nonprofits.

2. Classy

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

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

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

Explore Click and Pledge's fundraising CRM.

3. Click & Pledge

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

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

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

DonorPerfect is a favorite nonprofit fundraising CRM.

4. DonorPerfect

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

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

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

Engaging Networks is a favorite fundraising CRM.

5. Engaging Networks

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

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

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

Kindful is one of our favorite nonprofit fundraising CRMs.

6. Kindful

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

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

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

Neon CRM is a fantastic fundraising CRM for nonprofits.

7. Neon CRM

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

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

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

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

8. NonProfitEasy

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

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

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

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

9. Raiser’s Edge NXT

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

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

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

Salesforce is a fantastic fundraising CRM for nonprofit organizations.

10. Salesforce

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

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

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

Take a look at SalsaLabs for a great fundraising CRM.

11. SalsaLabs

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

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

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

SimplyFundraisingCRM is one of our favorite fundraising CRMs.

12. SimplyFundraisingCRM

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

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

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

Virtuous is a favorite nonprofit CRM for fundraising.

13. Virtuous CRM

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

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

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


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

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

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

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

RealHR Solutions

RealHR is the best HR resource for nonprofit organizations.

Overview

RealHR Solutions towers above the competition when it comes to nonprofit HR consulting. Since 2005, they have helped nonprofits streamline their HR operations, assess existing policies and procedures, and create new programs. 

RealHR tailors their support to small and mid-sized organizations looking to build or improve their human resources processes. Their customized services include:

  • Developing recruitment, hiring, retention, talent management, and compensation strategies 
  • Increasing HR capacity in preparation for growth or change
  • Setting up HR infrastructure to align best practices with organizational goals
  • Auditing and assessing existing HR practices and policies

With RealHR’s help, your organization can optimize your human resources programs to best accomplish your mission and goals.

RealHR offers a range of resources for your nonprofit’s HR needs.

Why we love it

RealHR Solutions understands that retaining and engaging those who believe in your organization’s mission is extremely important. Ultimately, that is the best way to accomplish your nonprofit’s goals. RealHR’s expert support and HR consulting services can help you get there.

Pricing

Pricing depends on your organization’s needs. Contact RealHR Solutions to learn more 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.