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Amplify Your Voice: Getting Started With Google Ad Grants

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A guest post by Jessica King of Getting Attention

Nonprofit marketers at small nonprofits have to make every penny count, especially when up against big-name organizations with established brand awareness. One of the most cost-effective ways to garner attention is by building an online presence. A strong digital presence can go a long way in making a name for your organization and establishing a pipeline of motivated supporters.

Google offers free access to its advertising platform to nonprofits. The program — known as the Google Ad Grants program — is designed to help nonprofits amplify the most important pages that will push their missions forward. By applying, you’ll receive $10,000 monthly to spend on Google search ads.

With some work, you can make powerful strides in different areas of your daily operations — whether focused on fundraising, volunteerism, advocacy, or something else. To help, we’ll offer practical tips for getting started with Google Ad Grants by answering these questions:

  • What Content Can My Nonprofit Promote?
  • How Can I Maximize Google Ad Results?
  • How Do I Apply For the Program?

$10,000 a month can make an astounding impact on any cause, especially those operating on limited budgets. Through thoughtful nonprofit marketing, you can maximize your resources and drive more support for your nonprofit.

What Content Can My Nonprofit Promote With The Google Ad Grant?

The Google Ad Grant can supercharge your digital presence and maximize supporter engagement. However, experiencing those wonderful benefits means you must amplify the right content with your ads. Center each campaign around a specific area of your mission, whether you want to increase volunteer registrations, raise more donations, or secure new members.

While great for advancing any area of your work, the Google Ad Grant is most often used to promote pages related to fundraising, events, and volunteering. Getting Attention’s ultimate Google Ad Grant guide delves into these use cases for the grant:

  • Increase fundraising and memberships by sharing your online donation form, member registration form, current campaigns, and sponsorship opportunities.
  • Share upcoming events to increase attendance.
  • Boost volunteer registration forms and other volunteer content to strengthen recruitment and retention.
  • Provide details about your organization’s services to spread mission awareness.
  • Amplify advocacy activities such as online petitions and advocacy events.
  • Promote educational content to educate users about your cause.

Remember, any content you promote should directly impact your mission, so go beyond choosing your nonprofit’s homepage. After all, Google enforces a series of compliance requirements for Ad Grant recipients, one of them being driving meaningful conversions. Stick to one of the options above, and you’ll be set.

How Can I Maximize Google Ad Results?

$10,000 in free advertising credits is a substantial amount of money that can have an even more substantial impact on your cause. Instead of crossing your fingers and hoping for the best, put some thought into your Google Grant management approach.

Some easy ways you can optimize your budget include the following:

  • Write an attention-grabbing ad. Ensure your ads are persuasive and concisely summarize your case for support. Start with an eye-catching headline related to the search query, and use your description to provide more details about how users can help. Don’t forget to include a call to action, or CTA, calling people to donate, volunteer, or take another step.
  • Target the right keywords. Your keywords are just as important as the ads themselves. Choose high-value keywords that prospects might search to find your mission. Whichever ones you choose should be connected to your cause instead of being generic like “donate to a charity.”
  • Optimize your landing pages. When your ad inspires someone, they’ll click through to your landing page. Direct them to a page that is equally as inspiring and meets their search intent. Start by choosing one that serves a specific role in advancing your mission. Then, organize your content into sections, don’t clutter the page with unnecessary details, include keywords to indicate relevance, and feature impactful videos or images to capture attention.

Let’s take a look at a quick example. Let’s say you’re fundraising for a youth shelter. You might target terms like “donate to a youth shelter” and “youth homelessness support.” Then, your ad’s headline could be “Support Hope & Safety for Vulnerable Youth.” Your description can be along the lines of

Donate to our youth shelter and provide a safe haven. Your contribution will help provide shelter, meals, and mentorship. Make a difference today!

When clicked, the ad should direct users to your donation page.

Outsourcing Ad Grant Management

No matter your cause or goals, maximizing results often requires an advanced perspective and a watchful eye on your campaigns. Turn to a Google Grant manager for help, especially if you’re limited in staff capacity.

NXUnite’s guide to Google Ad Grant agencies explains that these experts offer professional experience to save your team time and eliminate the program’s learning curve. Plus, they can keep a close eye on your campaigns to interpret your performance data and ensure your account stays in compliance.

Great… Now How Do I Apply For The Program?

If you’re ready to take the next step, you’ll need to apply. Before doing so, we recommend confirming your eligibility. To allocate funds to the organizations that need it most, Google implements a series of eligibility requirements for Google Ad Grants. You’re likely eligible if you’re a registered 501(c)(3) organization. Although, there are three types of organizations that are automatically ineligible, regardless of charitable status:

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

You’ll also need a user-friendly website with promotable content. If you meet the basic requirements, it’s worth it to apply.

Note that the Google Ad Grants application process entails quite a few steps. Here are the required ones to get started:

  1. Register your nonprofit with TechSoup or Percent, both of which are third-party organizations that work with Google to verify organizations’ legitimacy. U.S.-based organizations must be verified by TechSoup.
  2. Create a Google for Nonprofits account. Using your verification token from TechSoup, set up your account by providing information like your tax ID and non-discrimination policies.
  3. Fill out the Google Grant application. Once Google activates your account, you can access the program’s application. You’ll provide information like your website’s URL and some basic information like your goals for the program.

Once you’ve done all this, wait for the program’s coordinators to approve your application. After you’re approved, you can amplify your content via Google Ads. Just know that beyond the initial eligibility requirements, you’ll need to meet ongoing compliance requirements to stay eligible.

 

We can’t wait to see how you amplify your nonprofit’s voice with the Google Ad Grant!

Jessica King head shotJessica King, Business Lead at Getting Attention

 

Jessica helps nonprofits acquire and manage the Google Ad Grant to expand their impact. Prior to her work at Getting Attention, Jessica worked in nonprofit and higher education organizations focusing on communication and digital marketing, and most recently in search engine optimization in the mission-driven sector. Jessica holds a master’s degree in communication from Virginia Tech. In her free time, you can find her reading, building furniture, and hanging out with her cats, Benny and Olive.

Fundraising Tuesday: Effectively Marketing Your Nonprofit’s Next Virtual Event

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A guest post by Dominique Desmarais of CharityBids

The COVID-19 pandemic boosted the prominence of virtual charity events. But nonprofits have continued to leverage them beyond the days of lockdown because of their many benefits.

For most of your supporters, virtual gatherings are likely unique, refreshing, and convenient to attend. Plus, they can help your organization save on costs, or tap into exclusive experiences like celebrity appearances or performances. There’s also a wide variety of online fundraising tools and strategies you can use for a virtual event.

However, just because your auction will be held via Zoom or your gala will take place in an immersive virtual reality venue doesn’t mean that your marketing efforts can take a backseat. With virtual events, you still need to pull out all the stops when it comes to promoting the occasion and encouraging people to attend.

In this guide, we’ll help you get started by providing three tips you can use to effectively market your nonprofit’s next virtual event.

1. Take a multichannel approach.

Even though your event is going to take place online, you should still cast a wide net when it comes to choosing marketing channels to promote your virtual event. Use a multichannel approach to make sure that you’re covering all of your bases.

So, what channels should you use?

  • Email
  • Social media
  • Radio and TV
  • Printed materials (such as flyers and posters)
  • Direct mail

Of course, some channels will be more useful than others, depending on what you know about your supporters. But the main idea of a multichannel approach is, according to Double the Donation, to “increase your chances of reaching out to your supporters with their preferred communication method.”

As you cast your marketing net wide, keep these best practices in mind to make your efforts as effective as possible:

  • Brand your materials to your nonprofit. No matter the channel your supporters are using to learn about your event, they should know that the messaging is coming from your nonprofit. Be consistent in using your nonprofit’s brand elements across your marketing materials. Place your name and logo in a prominent place on all of your materials, and use similar color schemes from channel to channel. This way, you’ll build brand recognition for your organization while promoting your event.

 

  • Use calls-to-action to encourage registrations. The end goal of your virtual event marketing strategy is to get your supporters to register for your event. Use calls-to-action (CTAs) to encourage them to take that step. A CTA is simply a statement that encourages people to do something. For example, you might include a CTA in an email newsletter that says, “Help end the rhino poaching crisis by registering for our webinar today.”

 

  • Pay attention to timing. Different channels will be useful at different times leading up to your virtual event. For instance, printing hundreds of flyers probably wouldn’t be a very wise move in the last few days before your event. Those materials would better serve your marketing strategy a few months prior to the big day. On the other hand, social media will be a great tool to use in the days and hours leading up to the event because they’ll reach your audience quickly.

As you select the different channels you’ll use to market your virtual event, make sure to be consistent in how you talk about your event. Share critical details like date, time, and cost to register. This way, everyone will get the same information regardless of the way they receive that information.

2. Make your website your event information hub.

Because your virtual event will likely require that your supporters register online, you should use your website as a central event information hub, directing supporters to it no matter how they hear about your event.

CharityBids’ guide to nonprofit event planning suggests creating a microsite or dedicated events page on your website that includes an easy-to-use registration form. This way, you can not only get people registering for your most current virtual event, but also establish a clear section on your website that supporters can visit regularly for news about future events.

Let’s look at some additional ways you can strengthen your website to make it an effective marketing tool for your virtual events:

  • Spotlight your event on your homepage. Put event announcements front and center on your website by including them on your homepage. This way, users will quickly learn about your events when they visit your website and be encouraged to continue their journey by learning more on your event page.

 

  • Create blog posts about your event. Your blog is a great place to plug your virtual events. For example, you might write up the history of your annual gala, share what your attendees enjoyed most about last year’s auction, or publish an interview with your event’s special guest. Don’t forget to include a CTA that encourages blog readers to register!

 

  • Add social media buttons. Once a supporter has used your website to register for your virtual event, they may want to share the event information with their personal networks. Empower them to do so by including social sharing buttons on your website. This way, your supporters can help market your event with one easy click.

As you prepare your website to be the central information hub for your next virtual event, perform some website maintenance. For example, make sure that your website is loading correctly, that every link on your site works, and that any outdated content has been removed. Additionally, ensure that your website is optimized for accessibility so that anyone can use it, regardless of ability. This way, you’ll be ready to welcome as many people as possible to engage with your event-specific web content.

3. Use personalization to make your communications more effective.

The best way to start personalizing your marketing efforts is to segment your target audience. This is the process of dividing your audience into sub-groups based on shared characteristics. Your promotional messages will better resonate with your audience when they’re tailored to specific audience groups.

To segment your nonprofit’s community of supporters, use your donor data to identify shared characteristics like:

  • Geographical location
  • Age
  • Donor status
  • Communication preference

Here’s an example of what this might look like in practice: Say that you review the donor data in your CRM and learn that 60% of your supporters live in your local community. Knowing this, your team could determine that it would be a good use of marketing dollars to hang up event posters in community centers, and ask local business owners to keep a stack of flyers by their cash registers.

To take your personalization efforts to the next level, use your recipients’ first names and reference their previous donations or involvement with your nonprofit. Personalizing your materials when you can will make your supporters feel seen as individuals and feel like your virtual event invitations are meant just for them.

The success of your nonprofit’s next virtual event will heavily depend on your ability to market it effectively. Leverage the tips in this guide to make your efforts count, and consider working with charity event planning and production experts to make the process even easier. You’ve got this!

Dominique DesMarais head shotAuthor: Dominique Desmarais, Marketing Manager at CharityBids

Dominique is the Marketing Manager at CharityBids. She earned her Bachelor of Commerce from the Smith School of Business at Queen’s University, specializing in Marketing and International Business.

Over the years, Dominique has developed a strong passion for creative direction and strategy development. She brings a unique and artistic approach to marketing, rooted in her enthusiasm for the creative, entertainment and fashion industries, and their applications to establishing and growing digital presence. Having launched her own creative agency, Dominique was able to collaborate across cultures and bring creative visions to life through disruptive innovation.

When she’s not working, you can find Dominique hunting down the best food in the city, taking in an art exhibit, or capturing the beauty of her surroundings through photographs. She has a fire to create change and a drive to fuel success, while continuously striving to learn, grow, and prosper.

TY Thursday: 5 Ways to Make Your Nonprofit’s Thank You Letters Stand Out

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A guest post from Ann Fellman at Bloomerang

Picture this: You receive a letter in the mail from a nonprofit to which you recently donated. The letter reads, “Dear Donor, Thank you for your generous donation. It’s because of your support that we’re able to achieve our mission.”

How do you react?

You appreciate the thanks, but find it to be a little generic and bland. Plus, the letter doesn’t say anything specific about how the organization used your gift or how you can stay in touch.

Now, let’s switch hats from donor to nonprofit. As a nonprofit professional, you want to make your organization’s thank-you letters memorable and meaningful, whether they’re going to donors or volunteers. But how can you make your supporter communications stand out? Follow these five tips to get started:

1. Send your thank you letters as soon as possible.

Sending out thank you messages as quickly as possible after supporters interact with your organization ensures that you won’t accidentally overlook the thank you process. Plus, it leaves a positive impression on supporters and keeps your nonprofit on their radar.

Whether donors give online, in person, or via direct mail, send a thank you letter right away. This letter should be separate from the automated donation receipt that you email donors right after they give. Take the time to craft a personalized, detailed thank you message and send it within 48 hours of receiving the donation.

If your nonprofit has a large support base, you can automate the thank you process using your donor management system. According to Bloomerang’s donor management software guide, robust donor database systems allow you to keep track of donors’ names and donation history using contact records and profiles. Then, when you use a CRM that has an integrated email marketing system, you can automatically plug donors’ names and donation amounts into each message. This keeps all your data and communications organized in one simplified database.

In addition, you should quickly send thank you notes after your volunteer opportunities. Follow up within a couple of days thanking volunteers for their hard work and recapping what they were able to accomplish during the volunteer opportunity.

2. Personalize each thank you letter.

A personalized letter catches the recipient’s attention, helping your letter stand out in their mailbox or email inbox. Use the information stored in your donor management system to personalize your thank-you notes with donors’ names.

However, personalization doesn’t mean just including each supporter’s name in your greeting. It also means referencing each supporter’s exact contributions to your cause and if possible the campaign or program they supported.

For example, you should thank a donor for their $78 gift sent on November 18, 2022 to your annual fund, or a volunteer for the three hours they spent sorting donated food on a Saturday morning.

Supporters will appreciate that you’ve taken the time to identify and recognize the specific ways they’ve advanced your mission.

3. Provide a compelling progress update.

Saying thank you to donors is powerful, but it’s even more powerful when you explain to them that your organization couldn’t propel its mission without their help.

Make sure your thank you notes show donors how their gifts made a positive impact on your cause. Describe the project or program that you were able to improve with their help.

For example, you might say, “Because of your $30 donation, a local elementary school student will be able to receive a brand new school backpack.”

It’s helpful to write your thank you letter in the form of a story. Stories help create emotional connections and bring your mission to life for donors and volunteers.

Meyer Partners’ guide to nonprofit storytelling recommends identifying a single protagonist and telling their story using interviews, images, and videos. These multimedia elements help donors and volunteers feel much more connected to your mission and those you work with in the community.

4. Handwrite your thank-you notes.

Amid the piles of junk mail your supporters likely receive in their mailboxes, a handwritten thank you note stands out and provides a personal touch. Supporters will be touched that you took the time to write out your gratitude using pen and paper.

It may not be feasible to handwrite thank you letters for every donor or volunteer, so you might focus your efforts on writing notes for long-time supporters.

Also, if you have a lot of letters to write, you can have your donor database generate your letters and leave a space for a short handwritten, personalized note. For instance, you might include a handwritten P.S. that says something like “Thanks, Josh for your support, it means the world to us!”

5. Highlight additional ways to get involved.

Show supporters that you appreciate their involvement, no matter the form it takes, by inviting them to engage with your organization in more ways than one.

For example, use your thank you note to highlight opportunities like:

  • Your annual peer-to-peer fundraiser walkathon event
  • A recurring weekend volunteer opportunity
  • A supporter appreciation gala
  • An advocacy letter-writing campaign

Also, invite supporters to connect with you on multiple platforms by following your social media pages or subscribing to your email newsletter.

As you can see, an effective appreciation letter requires a little more than just a simple “thank you.” With the right timing, thoughtfulness, and personalization, your supporter thank you letters can be a powerful tool for building stronger relationships and bringing in reliable support for your fundraisers, volunteer opportunities, and other initiatives.

Author: Ann Fellman

As the Chief Marketing Officer at Bloomerang, Ann is responsible for the company’s overall thought leadership, brand, marketing, and community outreach programs that work to strengthen relationships with customers and the broader nonprofit community. Ann brings with her more than 24 years of experience in business-to-business (B2B) marketing in the technology industry, including time spent working at a nonprofit organization.

 

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