油present a powerful opportunity for nonprofits to tap into invaluable funding and support. Yet, despite their potential, many employees remain unaware of these opportunities or how they can support their favorite causes through the programs.

The solution? To maximize their impact, nonprofits and other fundraising organizations need to focus on strategically marketing workplace giving to ensure that more individuals know about these opportunities.

In this guide, we���ll explore nine innovative ways nonprofits can spread the word about workplace giving and inspire more participation. These include:

• Your website
• Dedicated emails
• Newsletter features
• Donation pages
• Registration forms
• Social media
• Text messages
• Direct mail
• Paid advertising

Ready to dive in with our recommended workplace giving marketing tips and strategies? Let���s begin with the basics.

Why Is Marketing Workplace Giving Essential?

Corporate philanthropy can play a significant role in nonprofit fundraising, with油油each year. Workplace giving programs, or those powered by individual team member engagement, however, often go underutilized.

This lack of realized potential is largely based on insufficient awareness regarding the programs. For example, while 26 million individuals work for companies that match gifts, an estimated 78% have never been made aware of the opportunity. Meanwhile,油油haven���t heard of payroll giving programs, either.

And the sad truth is that donors aren���t going to get involved in their employers��� programming if they don���t know about the programs to begin with. That���s why eligible gifts are slipping through the cracks������to the tune of $4 to $7 billion in matching gifts alone each year������and it���s why smart marketing efforts can come in handy!

The more familiar your donors are with workplace giving programs, the more likely they are to get involved when the time is right.

Read on to learn how your team can market workplace giving opportunities like matching gifts, volunteer grants, volunteer time off (VTO), payroll giving, and more.

Marketing method #1: Your website

serves as the central hub for all information about your organization and its mission, making it a prime platform to market workplace giving opportunities.

By prominently incorporating workplace giving throughout your website, you can raise awareness among visitors and encourage involvement in the programs when applicable. For the best results, we recommend displaying workplace giving information in places like these:

• Home page
• Fundraising campaign pages
• General or corporate volunteer pages
• Corporate partnerships pages
• Matching gifts page
• Workplace giving page
• Blog posts or other educational resources
• Navigation menu
• And more!

A well-optimized website can serve as a constant reminder for donors and supporters to leverage their workplace benefits to amplify their impact. Throughout your content, be sure to include clear calls to action (or CTAs) that guide users to learn more or sign up for the programs. Consider incorporating case studies or success stories of how workplace giving has benefited your nonprofit, which can inspire action with social proof.

Marketing method #2: Dedicated emails

Sending targeted, dedicated emails is an effective way to communicate directly with your supporters about workplace giving programs. For the best results, use personalized messaging to engage recipients and explain how their participation in payroll giving, matching gifts, or volunteer grants can make a difference. Include specific instructions on how to check if their employer offers such programs and provide links to relevant forms or webpages (such as the aforementioned Workplace Giving Page) where they can take action.

These emails can also highlight upcoming matching gift deadlines or volunteer opportunities tied to corporate giving programs, creating a sense of urgency to get involved. Additionally, by segmenting your email list based on donor behavior or corporate affiliations, you can tailor your messaging to specific audiences, increasing the likelihood of participation. And don���t forget to start with a compelling, impact-focused subject line!

Marketing method #3: Newsletter features

Does your nonprofit or school already send a regular newsletter to its supporters���? Regardless of whether it���s physical or virtual, a newsletter can be an excellent opportunity to promote workplace giving and consistently remind supporters about these programs.

After all, newsletters are often filled with updates and stories that showcase your organization���s impact, providing a natural context to encourage workplace giving. You can dedicate a section to highlight matching gift programs, volunteer grants, VTO hours, or payroll deduction options, explaining how they work and how supporters can participate.

Remember: a consistent presence in your organization���s newsletters keeps workplace giving top of mind. This is especially true when sent at key times of the year, such as during matching gift drives or year-end fundraising campaigns.

Marketing method #4: Donation pages

Your organization���s are a key touchpoint for supporters who are already inclined to give, making them an ideal location to promote workplace giving. By adding clear information about matching gifts or payroll giving options directly on your donation forms, you can encourage donors to check if their company offers these programs������and to get involved if they do.

A simple search tool that allows donors to look up their employer���s workplace giving programs while giving can increase participation. After all, optimizing your donation pages to include this information helps donors maximize their contributions without requiring extra effort.

Marketing method #5: Registration forms

Your offer another valuable opportunity to market workplace giving. When individuals sign up for events like fundraising walks, volunteer activities, or peer-to-peer campaigns, you can include a section that prompts them to check if their employer offers workplace giving programs like volunteer grants or VTO. This can be particularly effective for participants who may not have considered that their volunteer hours could qualify for workplace giving benefits.

Providing links or resources on how to verify and submit volunteer grant forms can streamline the process for participants. When individuals provide employment information on your registration forms, you can use the information to uncover that company’s workplace giving programs, fostering a deeper connection between participants, employers, and your cause.

Marketing method #6: Social media

Social media platforms provide a dynamic and accessible way to market workplace giving. Nonprofits and schools can use a combination of platforms like Facebook, Instagram, LinkedIn, and X (Twitter) to share posts about the benefits of workplace giving, showcase success stories, and remind followers to check if their employer offers such programs.

As you do so, keep in mind that visual content, such as infographics, short videos, or employee testimonials, can be especially effective in grabbing your audience���s attention and conveying key messages. Social media also allows for real-time interaction, so nonprofits can engage with followers, answer questions, and guide them to take action. All in all, social media���s broad reach and interactive nature make it a valuable tool for engaging current and potential donors alike.

Marketing method #7: Text messages

Text messaging is a direct and highly engaging channel for marketing workplace giving opportunities. With high open rates and quick response times, SMS campaigns can effectively remind supporters to check if their employers offer workplace giving benefits.

For the best results, we recommend sending concise, clear messages with links to relevant resources or forms where recipients can easily take action. For instance, a text might prompt donors to verify their eligibility for matching gifts right after they���ve made a donation.

Because text messages are short, sweet, and to the point, they offer a focused way to communicate, making it easier for nonprofits to get their message across and make an impact.

Marketing method #8: Direct mail

Though digital channels dominate much of today���s marketing landscape, for reaching certain demographics and adding a personal touch. Sending physical mailers, postcards, or letters with information about workplace giving can capture the attention of donors who prefer traditional forms of communication.

Personalized letters or thank-you cards that include a reminder about matching gifts or volunteer grants can encourage recipients to check their workplace giving benefits. Meanwhile, including a QR code that links directly to your nonprofit���s workplace giving resources can bridge the gap between offline and online engagement, making it easy for recipients to act on the information provided.

Not to mention, direct mail campaigns can be particularly effective when timed with larger initiatives,油油or an annual fundraising drive, providing a tangible reminder of how donors can maximize their impact.

Marketing method #9: Paid advertising

Paid advertising is a leading way for nonprofits and other organizations to target their audiences, expand their reach, and effectively promote workplace giving programs. While this can encompass any form of paid media (including search engines, social networking platforms, and display networks), we recommend focusing on search advertising.

And don���t let the ���paid��� in ���paid advertising��� hold you back from pursuing the marketing channel������even if you���re on a budget! Generous grant programs like油油or油油provide qualifying nonprofits with thousands of dollars worth of ad spend each month at no cost.

By using paid ads to highlight the benefits of workplace giving, nonprofits can attract new supporters and remind current ones of the opportunity to multiply their contributions.

Final thoughts & additional workplace giving resources

By effectively marketing workplace giving opportunities, nonprofits can unlock a steady stream of contributions and deepen relationships with individual supporters and corporate partners alike.

Lucky for you, there are numerous ways to raise awareness and engage potential donors. By implementing these strategies, your organization can make workplace giving a seamless and impactful part of employee philanthropy, benefiting both your mission and the companies that support it.

Learn more about workplace giving! Check out these additional resources to continue growing your knowledge:

• 10 Types of Workplace Giving Programs Nonprofits Should Know.油There are a ton of different ways to benefit from workplace giving. Explore leading programs and see how your team can get involved here.
• What Nonprofits Need to Know About Corporate Volunteerism.油Corporate volunteerism and workplace giving go hand in hand. Learn everything there is to know about corporate volunteer programs in this resource.
• 油Employee matching gifts are one of the most integral forms of workplace giving. Get our free download to dive into the complete marketing guide.

The post Marketing Workplace Giving: 9 Smart Ways to Spread the Word appeared first on 91心頭.

Google recognizes the power of its search engine and offers eligible nonprofits free access to its paid marketing platform through the Ad Grants program. By simply applying for the program, nonprofits can use pay-per-click (PPC) advertising for free to connect with potential supporters online.

To fully leverage this opportunity, nonprofits need to understand the program and craft effective ads. This guide covers everything your nonprofit needs to know to succeed with Google Ad Grants, including:

• The Basics of Google Ad Grants for Nonprofits
• Who Is Eligible for the Google Ad Grants Program?
• How To Apply for Google Ad Grants
• Elements of Strong Google Grants Campaigns
• 5 Tips for Better Google Grant Management
• How a Google Ad Grant Manager Can Help

By the end of this guide, you’ll be a whiz on the fundamentals of Google Ad Grants. However, we highly recommend you work with our trusted partner agency that’s certified by Google, . These individuals know the ins and outs of the program to maximize your results.

The Basics of Google Ad Grants for Nonprofits

From spreading awareness for your mission to rekindling relationships with lapsed supporters, the Google Ad Grant is a reliable way to accomplish your digital marketing goals. Before building out your Google Grant ads, take time to learn the basics of the program, starting with what the program is.

What Are Google Ad Grants?

The Google Ad Grants program is Google’s corporate giving initiative that provides each qualifying nonprofit $10,000 in paid advertising credits per month. The grant automatically renews each month, totaling $120,000 per year. Participating organizations can spend these ad credits to promote their landing pages within Google search results for mission-related keywords.

You choose the terms you’d like to rank for and write ads that target those terms. Then, Google places these ads in strategic locations, such as at the very top of a search results page above the organic search results. Google essentially pays for the clicks you receive.

For example, let’s say you work for a youth development organization that offers free books to nearby kids. , you can advertise to people who are searching for programs like yours in your geographic area. Or, you can promote educational content related to the positive impact of participating in these programs.

Depending on your cause and the search volume for mission-related keywords, you can generate a ton of value from the program! Running PPC ads can raise awareness, promote your programs, and attract donors.

Is Google Ad Grants Free for Nonprofits?

Yes, Google Ad Grants is free for eligible nonprofits! However, managing the grant requires staff time, which means you’re paying staff to work on it. Instead, many organizations choose to hire an agency to manage their grant and monitor their performance, which can incur additional costs.

Know that you cannot pay a Google Ad Grant agency with the Google Ad Grant. However, reliable professionals will make the costs well worth it since you’ll bypass the program’s learning curve and drive meaningful actions like donations.

Benefits of Applying For Google Ad Grants

If your nonprofit has a website and is active online, you’re a great candidate for Google Ad Grants! Search engine marketing is the natural next step for油building your digital presence.

Google owns over , helping nonprofits connect with more supporters than any other search engine.

Still not convinced it’s the right move? Using the Google Ad Grant will allow you to:

• Increase Website Traffic and Engagement: The Google Ad Grant boosts your nonprofit’s visibility by pushing your important announcements and key pages to the top of search engine results, ensuring your content reaches a wider audience.
• Reach New Supporters and Engage Current Ones: By targeting specific keywords related to your mission, Google Ad campaigns connect your nonprofit with motivated individuals actively searching for causes like yours, helping you attract new prospects and keep existing supporters engaged.
• Track Marketing Performance: With free access to Google Analytics, you can track your marketing performance, gain insights into how your ads are performing, and understand how visitors interact with your website, enabling you to make data-driven adjustments.

Watch this video from the Getting Attention team for a closer look at the benefits of the Google Ad Grant:

Goals You Can Achieve With The Google Ad Grant

Before applying for the Google Ad Grant, you need to know how you’ll use it to support your mission. What goals do you hope to achieve through the program? Will you focus on increasing donations, amplifying specific programs, or something else?

If you’re not sure how to leverage the Google Ad Grant, here are some potential use cases for it:

• Increase donations by promoting your donation form and sponsorship pages
• by advertising volunteer opportunities
• Sell more event tickets by sharing event pages and registration forms
• Increase advocacy participation by encouraging people to sign petitions or call elected officials
• Drive in-person actions, like adopting animals or mentoring youth
• Spread awareness for your cause by sharing educational content

The program can help you achieve a wide range of objectives. Set goals like these, then structure your campaigns around them.

For instance, let’s say you work for an environmental nonprofit striving to reduce carbon emissions. You might use the Google Ad Grant to with steps people can take to reduce greenhouse emissions at home. You could also boost program-specific pages about your work.

Who Is Eligible for the Google Ad Grants Program?

As with any grant, there are requirements that applicants must meet to be considered. The goal is to make sure participants will benefit from the program and won’t harm Google’s reputation.

Think of it this way: if someone notices an untrustworthy organization promoting unsavory content through the program, it could reflect poorly on Google.

To , you must meet these requirements:

• You must be registered as a charitable organization in your country.
• Your nonprofit should be verified by , which occurs when you register for a Google for Nonprofits account.
• Your organization must not be a governmental entity, hospital, healthcare organization, or academic institution. However, foundations and philanthropic arms of healthcare organizations and educational institutions are still eligible. Also, Google offers a separate program for schools called .
• Participants must agree to the Google for Nonprofits Additional Terms of Service.
• Your website must follow Google’s website policy. For instance, it should have substantial content regarding your mission, be secured with HTTPS, and be hosted on your own domain (e.g., “yournonprofit.org” not “yournonprofit.wix.com”).

Know that each country’s requirements vary slightly, so review for your country before applying.

Who Should Apply for the Google Ad Grant?

Anyone who wants to amplify their digital marketing efforts can apply! The program was designed to help organizations of all sizes promote their missions.

However, just because your organization is eligible doesn’t necessarily mean the Google Ad Grant will benefit your nonprofit. The grant is particularly helpful for organizations that:

• Have relevant, click-worthy missions and topics. In other words, people are searching for their cause online.
• Have established websites.油Their site should feature content centered around those click-worthy topics.
• Can devote time to managing your Google Ad Grants account each month. Otherwise, your ads might underperform and not produce any real value for your work. A lot of nonprofits turn to professional Google Ad Grants management for help.

So long as your site features valuable content and you have free time, applying is a smart move. It doesn’t matter if you’re a small organization; the grant was designed for any organization that wants to amplify its mission through .

How to Apply for Google Ad Grants

So long as you meet the eligibility requirements, you should be all set to apply. Just make sure you have the time to allocate to proper Google Ad Grant management.

To get started, breaks the process down into a few key steps:

1. Create a Google for Nonprofits account. The Google Ad Grant is available through . Fill out the registration form, where you’ll agree to Google���s non-discrimination statements and provide some information about your organization.
2. Wait for verification from Percent. This organization works with Google to verify organizations’ legitimacy. After you apply for Google for Nonprofits, Percent will verify your nonprofit’s legitimacy. Be aware they may reach out for additional information or documentation.
3. Submit the Google Ad Grants application. When accepted into Google for Nonprofits, you’ll receive an email from Google. Log into your Google for Nonprofits account, where you can access the Google Ad Grants application. You’ll need to submit your website to verify that it’s secure and answer some questions about your nonprofit and its goals for the program.
4. Accept the invitation. Once you’re approved, you’ll receive an invitation to the program. Accept the invitation and follow any additional instructions. From here, you can set up your first Google Ad Grant campaign and spend up to $329 per day.

Unlike traditional grants, the grant will automatically renew each month. Once you’re approved, all you have to do is meet the ongoing compliance requirements to remain eligible. Best of all, a Google Ad Grants manager can help you apply and handle ongoing compliance for you!

Google Grants Application Timeline

The timeline can vary for each stage of the process. For instance, if Percent needs additional documentation from you, that can impact your timeline. Here are the typical time ranges you can expect:

• Google for Nonprofits verification: 0-14 business days
• Google Ad Grants Account Setup: 6-29 business days
• Application review: Around 10 business days

Remember, applying is a one-and-done deal. So, once you’re approved, you won’t have to go through this process again.

While it’s tempting to fly through applying, rejection can be a major setback! Completing every step of the Google Ad Grant application process properly is vital.

Elements of Strong Google Grants Campaigns

Once you’re approved for the program, you’re ready to start creating your ad campaigns. Let’s walk through the key elements each of your campaigns will include.

1. Keywords

Think about the words and phrases people might search for to find nonprofits like yours. Your determine which searches your ads will appear in, how likely users are to click your ads, and your compliance with program requirements.

You can organize keywords in different ways, and your Google Ad Grant account lets you control when your ads appear based on specific search queries. Here are the different types of keyword-matching options you can use:

• Exact Keywords: Ads appear only for searches that exactly match your keyword. For example, ���local tree planting��� will not trigger your ad for ���nearby tree planting.��� This is useful for targeting a specific audience, such as ���animal shelter volunteers��� for volunteer-focused campaigns to avoid appearing in search results about adopting a pet.
• Phrase Keywords: Ads appear when the search query includes your keyword. For instance, ���food bank��� might trigger your ad for searches like ���local food bank��� or ���what to donate to a food bank.���
• Broad Keywords: Ads appear for queries related to your keyword. For example, ���children���s art program��� might trigger searches like ���kids art class��� or ���after-school art lessons.��� This helps attract a wider audience, especially if you���re unsure exactly how your target audience will phrase their search queries.
• Negative Keywords: These prevent your ads from appearing in irrelevant searches that share a similar word or phrase. For example, if your nonprofit offers a children���s art program, you might exclude ���dance��� to avoid irrelevant clicks since you’ll only provide lessons on painting and drawing, not music.

Here’s how Google visually formats the different types of keywords within your Google Ads account:

• [Exact keywords]
• ���Phrase keywords���
• Broad keywords
• -Negative keywords

This formatting specifies exactly how you want your ads to be triggered by different types of search queries. Leveraging these different types of keywords prevents your Google Ad Grant funds from being wasted on irrelevant searches.

Google Grants Keyword Requirements

The Google Ad Grant program has for the types of keywords nonprofits can create campaigns for. Your nonprofit���s keywords must be:

• Specific. Keywords must clearly indicate search intent. For example, ���blog��� is too vague, whereas ���environmental blog��� is more precise.
• More than one word. Keywords must be at least two words, with exceptions like brand names or specific terms, like medical conditions. that are allowed.
• High-quality.油Keywords must have a of at least 3 out of 10. A Quality Score represents how well your ad quality compares to other advertisers. It considers expected clickthrough rate, ad relevance, and landing page experience. Keywords tied to campaigns with scores of 1 or 2 must be paused or removed.

Following Google’s rules will not only keep your account compliant, but it’ll also help you choose strong keywords that deliver your ads to likely supporters and beneficiaries.

2. Search Intent

To create an effective Google Ads campaign, focus on the search intent behind each keyword. This means understanding the motivations behind users’ search queries.

While it might be tempting to choose keywords related to trending topics to attract a large audience, this approach often leads to irrelevant traffic and a poor user experience. Instead, increase the chances that your ads get clicked by taking these steps:

• Understand the searcher’s intent. Think about the specific goals behind their searches. For instance, a nonprofit offering adult literacy classes might target keywords related to improving job skills or continuing education, rather than broader terms like “reading” or “books.” This approach ensures your ads resonate with the audience’s needs.
• Choose specific keywords. While specific keywords may result in fewer searches and clicks, the traffic you receive will be more relevant and likely to convert. For example, “recycle running shoes” is a more targeted keyword than “running shoes,” attracting visitors specifically interested in recycling rather than just running.
• Create content that matches intent. Your landing pages should be highly relevant to the keywords you choose. This is especially important for awareness campaigns where valuable educational articles are essential for encouraging supporters to read through your content and explore the rest of your website.

To track your keyword performance, use tools like Google Search Console and Google Analytics. These can provide insight into what queries lead visitors to your website. Use this data to adjust your keywords and ensure they���re aligned with your audience���s interests.

3. Landing Pages

Each of your Google Ads campaigns will be tied to a specific landing page on your site. Effective landing pages directly influence whether visitors stay on your site and take action.

Your nonprofit’s landing pages should be highly relevant to the ad content and provide clear calls to action (CTAs) that align with the user���s search intent. Common landing pages for nonprofits include:

• Volunteer sign-up forms
• Event registration pages
• Advocacy opportunities
• Educational resource hubs

Ensure the pages you choose support your Google Ad Grants goals and are optimized for both desktop and mobile devices. Improving the usability of these pages can significantly improve conversion rates and overall campaign performance.

4. Ad Copy

The copy of each Google Ad Grants ad is essential for capturing attention and encouraging clicks.油Your ad copy is comprised of two key components:

• The headline is the most prominent part of a Google Ad and is designed to grab the user’s attention immediately. It’s the clickable text at the top of your ad and should be concise, relate to the user’s search query, and include keywords that align with the ad’s message.
• The description provides a brief explanation of what the user can expect if they click on the ad. It should reinforce the ad’s main message, include a clear call to action, and further entice the user to click the ad.

Know that you’re limited in characters for these components. Each ad consists of three headlines with up to 30 characters each. Headlines are separated by a vertical pipe (“|”). Meanwhile, you can have 2 descriptions per ad with up to 90 characters each.

Remember, relevant keywords in headlines and descriptions can improve ad performance. Additionally, emphasizing the unique value of your nonprofit���s work can help differentiate your ad from others.

5. Google Ad Assets

Ad assets, formerly called ad extensions, are a feature to build out your Google Ads. When you use them strategically, your ads can claim more real estate on search engine results pages and provide more opportunities for users to engage with your content.

While there are several assets to choose from, here are some of the most commonly used ones:

• Call assets: Include a button that allows mobile users to call your organization.
• Callout assets: Add short bullet point phrases that emphasize key information beneath your ads.
• Sitelink assets: Append links to additional webpages, giving users other ways to engage with your organization.
• Lead form extensions: Add a lead form directly to your ads.

Robust ads will draw users’ attention, setting your ads up for more clicks and conversions. Test out different ad extensions to determine what drives results for your ads.

6. Conversion Goals

Google requires Google Ad Grants accounts to set up accurate conversion tracking. Make sure the actions you’re driving people to take are meaningful to your work.

Google allows you to track two types of conversions via Google Analytics:

1. Monetary, such as donations, purchases, ticket sales, and membership fees.
2. Non-monetary, such as email newsletter sign-ups, volunteer registrations, new membership form completions, calls to your organization, or time spent reading content.

Conversions indicate your ads’ performance and reflect whether the program is positively impacting your cause. If you need help, your Google Grants agency can set up conversion tracking through Google Analytics!

5 Tips for Better Google Grant Management

Whether you just applied or you’ve been a part of the program from the beginning, it’s always smart to stay on top of your campaign strategy. After all, the program constantly evolves. We’ve brainstormed a few tactics you can easily incorporate into your Google Grant management strategy.

1) Optimize your website.

Your nonprofit’s website is the core of your Google Ad Grants strategy. You’ll drive users here across your campaigns, so ensure your nonprofit comes across as trustworthy and knowledgeable.

Build your site out and optimize the user experience by following these best practices:

• Use mobile-responsive design. Google Ad Grants will drive traffic to your site from different devices, including tablets and smartphones. Because of that, you should make sure your content will reformat for any screen size. After all, nonprofits can increase donations by an average of 126% by featuring a mobile-responsive design, according to online giving research.
• Ensure it’s secure. Google requires you to have an SSL certificate, which enables encrypted communication between a browser and a server. You’ll also want to ensure any software you use is secure, such as PCI-compliant donation processing tools. Not only will this help you meet Google Grants requirements, but it’ll also show supporters that you’re trustworthy.
• Strategically place CTAs. Tell users exactly how to support your cause after being inspired by content. For instance, nonprofits often place ‘Donate’ and ‘Volunteer’ buttons in their main navigation menu, so those CTAs appear across every page on their site. Include CTAs in contextually relevant spots across your site, such as on your homepage, in blog posts, and on your service pages.

Your nonprofit’s web design plays a vital role in your Google Ad Grants management strategy. An effective design will encourage users to explore your site and get involved.

2) Understand the compliance requirements.

Once you have the Google Ad Grant, you have to put in some work to stay eligible. When the program was first established, there weren’t really any rules nonprofits had to follow, which led to nonprofits:

• Advertising any content on their website, regardless of whether people would find it useful.
• Targeting keywords that didn’t align with the searcher’s intent, leading to unqualified prospects.

To combat this, Google created compliance requirements in 2018. The goal was to help nonprofits create more meaningful ads that drive value.

Breaking Down Google Grant Rules

Today, participating organizations must meet these requirements to remain eligible:

• Choose valuable keywords with a 3+ Quality Score. Don’t use single-word or overly-generic keywords unless they’re approved exceptions.
• Maintain a 5% click-through rate (CTR). Failure to maintain a 5% CTR for two consecutive months will result in account deactivation. A poor CTR communicates that your ads are ineffective, whether they’re poorly written or targeting the wrong keywords.
• Set up valid conversion tracking. Any Google Ad Grant accounts using Smart Bidding or created after 2018 must have valid conversion tracking set up. You can use a Google Ads conversion tracking tag or import goals from Google Analytics. Your ads must have at least 1 conversion per month. That could mean donations, volunteer sign-ups, or something else.
• Follow the appropriate account structure. You should have at least one responsive search ad (RSA) in every ad group, and include at least two active ads in every campaign. Google also requires you to use at least 2 sitelink assets that link to other content on your site.
• Respond to the program survey.油This allows participants to provide feedback on the program and communicate how well they understand the Google Ads platform.

Failing to meet these compliance requirements will cause the Google Ad Grants team to deactivate your account. While you’ll be able to correct any issues and get it reactivated, it’s best to stick to the requirements from the start.

The guidelines evolve every so often, so make sure to regularly check . Your best bet is to work with a Google-certified agency since they stay on top of rule changes.

3) Test different headlines and descriptions with RSAs.

You’ve likely heard of A/B testing, also known as split testing. This strategy requires you to change one aspect of a piece of marketing material. Then, you show version A to one group and version B to another group. The goal is to determine which version performs better by focusing on the specific element you changed.

When it comes to Google Ad Grants, there are two main elements you’ll want to consider: your headlines and descriptions.

Test out different headlines and descriptions to create more effective ads. Responsive Search Ads (RSAs) automate this process for you. You enter a variety of headlines and descriptions. Then, Google will algorithmically mix and match them to find the combinations that drive the most clicks.

4) Use paid ads in conjunction with the Google Ad Grant.

A common misconception is that ads made using Google Ad Grant accounts compete with paid accounts. That’s actually not the case! In fact, using both a paid account and an Ad Grant account at once can expand your reach.

So, if you keep hitting your daily budget limit on your Ad Grant account, use your paid account to pick up the rest of the traffic. It works the other way, too! Just know that paid ads will always show before Grant Ads. Not to mention, paid accounts actually unlock additional features like access to the Display Network to feature banner ads on websites.

You’re also not limited to paid ads from Google either. You can tap into other paid channels like Microsoft Ads and at the same time, too.

5) Leverage the entire suite of Google for Nonprofits tools.

To gain access to the Google Ad Grant application, you’ll need to create a Google for Nonprofits account. When you activate your account, you’ll unlock free access to other premium products like Google Workspace and the YouTube Nonprofit Program.

Leveraging these tools can support your Google Ad Grant management and other areas of your operations, such as internal productivity. Here’s a quick overview of :

• Google Workspace: Also known as G Suite, is a collection of online collaboration tools. Through Google for Nonprofits, you’ll have free access to everyday productivity tools like Gmail, Drive, Calendar, Docs, and Meet. You’ll also receive special perks like unlimited email addresses that end in your nonprofit’s domain and video meetings.
• The YouTube Nonprofit Program: Amplify your video content through the YouTube Nonprofit Program.油Leverage donation buttons on your videos, gain access to the Creator Academy for free video-creation lessons, and include annotations on your videos that direct users to your website.
• Google Earth and Maps: Promote programs and resources to your community through Google Earth and Maps. With a Google for Nonprofits account, you’ll receive a $250 monthly credit to apply toward the platform. You’ll also gain access to dynamic mapping tools to help nearby beneficiaries find your services.

Google for Nonprofits is an incredible resource. And the best part is, you’ll already have access to these great tools once you set up an account to apply for the Google Ad Grant.

How A Google Ad Grant Manager Can Help

While the Google Ad Grant can be a major asset for your digital marketing, participating takes a lot of work. Even after applying and creating your ads, you need to log in regularly to adjust your ads and keep your account in compliance with Google’s rules.

Google recommends that you log in to review the Search Terms Report, view ad performance, optimize keywords, and track conversions once or twice a month at the very least. In other words, you need to be able to devote time to managing your ad campaigns.

That’s where a professional swoops in to save the day! As you know, we recommend the professionals at Getting Attention. Since they’re certified Google Partners, you can rest assured you’re receiving professional advice and the latest insights into the program. Here’s an overview of Getting Attention’s Google Grant management services:

• Account reactivation:油If your Google Ad Grants account lapses or gets suspended, their team can get everything back in order in no time.
• Applications: They’ll check your organization’s eligibility, submit your application, and get your organization approved in no time.
• Keyword research: Getting Attention’s team will find the keywords your prospects are searching online.
• Ad creation: Their team will create well-worded ads that point to the most relevant landing pages on your site.
• Account maintenance: Getting Attention will consistently monitor ad performance and make adjustments. With a thorough understanding of the compliance requirements, they’ll make sure your account always follows the program’s rules.

We’ve seen the power the grant holds and fully trust Getting Attention to help you fulfill that potential. The money you spend on professional Google Ad Grants management will pale in comparison to the $10,000 in free Google Ad credits and the additional money you’ll raise through your ads.

Next Steps: Apply to Google Ad Grants for Nonprofits

Google Ad Grants for nonprofits is an incredible digital marketing resource. Whether you’re aiming to connect with supporters or beneficiaries, the program is a proven way to increase visibility for your cause.

But success with the program takes work. You’ll need to pinpoint the keywords your audience is searching, write compelling ads that target those terms, and keep your account in compliance with Google’s rules.

By reading this guide, you’re off to a great start! Although if you really want to maximize your success, turn to a professional and . Agencies like Getting Attention know the intricacies of the program, so you can relax knowing your account is in good hands.

In the meantime, check out a few of these resources:

• Still unsure if your nonprofit is eligible for the Google Ad Grant? Check out this complete guide to learn more.
• Google Grant Application: How To Get Your Nonprofit Approved. If you’re ready to get started with the program, follow the steps we cover in this complete guide!
• Advertising your mission can exponentially expand your reach. Explore examples of real nonprofit ads on Google, social media, and more!

The post Google Ad Grants for Nonprofits: Promote Your Cause For Free appeared first on 91心頭.

While it’s an incredible marketing opportunity, the Google Grant application process can be lengthy, which might turn your nonprofit off from applying. Between creating your Google for Nonprofits account and preparing your website for approval, it can take a bit of time and effort. However, the free funding is undoubtedly worth it!

Plus, once you’re approved, you’ll never have to fill out the Google Grant application again. The grant will automatically renew each month (so long as you meet the ongoing Google Ad Grant requirements). To ensure you’re approved on the first try, we’ll teach you exactly how to apply for Google Grants by covering the following:

• The Basics of The Google Grant Application and Program
• How To Apply For The Google Ad Grant
• Getting Help With Your Google Ad Grants Application

A lot goes into getting started with the program, which is why we suggest partnering with a professional to complete your Google Grant application. Our recommended agency, , is a reliable partner for all your Google Grants needs. From guiding you through the application process to keeping your account compliant with ongoing requirements, they can help you achieve your digital marketing goals.

The Basics of The Google Grant Application and Program

Before starting the Google Grant application process, you should know a little bit about the program.油Let’s explore some of the basics.

How do Google Grants work?

Google Ad Grants help show content on your nonprofit’s website to people searching for causes like yours online. Participants conduct keyword research, develop ads that target those keywords, and use ad credits to place their ads in strategic spots on Google search engine results pages (SERPs).

After successfully completing the Google Grant application, eligible nonprofits receive $10,000 in ad credits each month to promote their landing pages. That adds up to an incredible $120,000 in free marketing money each year.

Through the program, you can create paid ads at no cost to your organization. This will help drive traffic and increase visibility for your most important pages. For instance, you can:

• Amplify your donation page, events pages, and sponsorship opportunities to drive revenue.
• Promote your volunteer page and signup form.
• Share educational resources about your mission.
• Increase email newsletter subscriptions.

For instance, the Literacy Empowerment Foundation provides books and educational resources to children, parents, and teachers. Here’s an 油from the foundation, which promotes its free educational resources on SERPs for keywords like “free books for kids”:

If you want to go beyond that $10,000 budget, you have to purchase additional Google Ads through a paid account. In most cases, that $10,000 is more than enough to increase your online presence.

There’s a ton you can accomplish with . Plus, applying for the program means you’ll receive access to free analytics tools like Google Analytics and Google Tag Manager to track ad performance. However, applicants must go through a series of steps to qualify.

What���s the difference between Google Ads and organic search?

When you conduct a Google search, you’ll notice results labeled as “Sponsored.” These are Google Ads placed strategically among the organic (unpaid) results.

Here are some of the differences between ranking organically and paying for ad space:

• Control Over Placement: You have control over where and when your ads appear, allowing you to target specific keywords, demographics, locations, and times. You have less control over organic results as many factors are considered.
• Cost: Achieving high rankings is unpaid for organic search.油Google Ads users are typically charged for each click on their ads. However, with the Google Ad Grant, nonprofits simply have to stay within their allotted budget.
• Results and Time Frame: It takes time to rank organically. Once you achieve high rankings, organic search can provide sustained traffic without ongoing costs. Meanwhile, you have to continue paying for Google Ads placements.

Essentially, is great for strengthening your online presence but can take some time to produce results. If you want to increase visibility for a time-sensitive project or event, the Google Ad Grant is the way to go. Think carefully about which pages are worth ranking organically versus what you’d rather pay to promote.

How long does it take to apply for Google Grants?

The time required to complete your Google Grant application varies based on how ready your organization is. For instance, if you already have a , you can skip a few steps in the process.

On the other hand, if your website doesn���t comply with , you���ll need to spend time bringing it up to code before filling out your Google Grant application.

Generally speaking, here���s how long each step takes:

• Google for Nonprofits Account Setup: 0-14 business days
• Nonprofit Verification: 2-14 business days
• Google Ad Grants Pre-Qualification: 2-9 business days
• Google Ad Grants Account Setup: 6-29 business days
• Google Grant Application Review: Approximately 10 business days

If your nonprofit hasn���t done any preparation, the whole process could take up to 2.5 months. While that seems like a lot of time, we recommend you don���t rush through the Google Grant application process. You want your application approved on the first try, so complete each step properly!

You can always outsource the work to a . An expert can walk you through the process and speed things along since they understand each step thoroughly.

Are Google Ad Grants worth it?

Applying for the Google Ad Grant is incredibly beneficial. You can boost your website’s most important pages to the top of search results, helping you connect with likely supporters and beneficiaries. That’s especially helpful since 98% of searchers click a result on page 1 of Google search results.

According to , Google owns over 90% of the global search engine market, and search ads have the highest ROI for nonprofits using paid advertising. Plus, view-through revenue makes up 26% of all giving sourced from digital ads, so even if people don’t click on your ad, you’ll spread awareness and inspire support.

Here are several reasons why Google Ad Grants are worth considering:

• Cost-Effective Marketing: With $10,000 per month in free advertising credits, your nonprofit can run cost-effective marketing campaigns without straining your budget.
• Awareness: Google Ads can help spread awareness about your cause, educate the public, and engage your audience thanks to advanced audience targeting capabilities.
• Boosted Fundraising Efforts: By driving more traffic to your donation pages, the Google Ad Grant can enhance your fundraising efforts and help you reach more potential donors.
• Volunteer Recruitment: Recruit nearby volunteers and reach individuals who are searching for nearby volunteer opportunities when you leverage geotargeting.
• Support and Resources: Google provides resources and support to help you optimize your campaigns and make the most out of the grant, minimizing the learning curve and maximizing your results.

In short, applying for the Google Ad Grant is worth it if you want to reach more donors, volunteers, advocates, sponsors, and beneficiaries. Plus, the program’s coordinators provide the support you need to be successful.

How To Apply For The Google Ad Grant

They don’t give everyone the Google Ad Grant! Instead, you have to follow the Google Grant application process to prove that you’re a legitimate organization that wants to boost its online presence. Here are the six easy steps you’ll need to follow to win and keep油the grant.

Step 1) Meet the Google Ad Grant Application Requirements.

To qualify for Google Grants, you have to meet a series of basic requirements. If your organization doesn’t meet the criteria, your application will be rejected, which can set your timeline back. Luckily, Google is super clear with the guidelines it expects you to meet.

You can save your team a ton of time by knowing if you���re eligible before walking through the Google Grant application process.油Chances are, your nonprofit already qualifies if it���s registered in your country and has a well-built website.

Here’s a rundown of the requirements applicants are expected to meet, as explained by :

• Not be a governmental entity, hospital/healthcare organization, or academic institution.油Google does make some exceptions, though. For instance, charitable arms or foundations associated with healthcare organizations are still eligible.
• Be registered in your country and have valid charity status. For U.S.-based nonprofits, that means that you need to have 501(c)(3) status.
• Create a Google for Nonprofits account and be verified. Not registered? We���ll walk you through how to get started in the next section.
• Have a secure website with substantial content about your mission.油Google implements a website policy for Ad Grant applicants. To qualify, your website must be high-quality, clearly explain your mission, be hosted on your domain, and be secured with HTTPS certification.
• Agree to the Google for Nonprofits and Google Ad Grants policies. Some of these policies include not having a discriminatory mission and not promoting political content.

If you’re more of a visual learner, check out this video that explains the eligibility requirements for Google Grant applicants:

Unlike traditional grants, the Google Ad Grant is given to every organization that meets these requirements.

TL;DR: Confirm your eligibility before walking through the rest of the Google Grant application process.

Why do these requirements exist?

Google implements these standards to ensure valid, reputable nonprofits that will benefit from paid advertising receive the grant. Plus, that also means that any ads shown using Google Ad Grants won’t negatively impact the program.

These standards vary based on where your organization is located, so check for your country before filling out your Google Grant application.

Step 2) Create a Google for Nonprofits Account.

Next, create a Google for Nonprofits account to gain access to the Google Grant application. If you don���t already have an account, it���s pretty easy to register. Plus, if you already know you meet the Google Ad Grant requirements, then you���ll be eligible for this program, too!

Here’s how to get started:

1. Visit the and click “Get started.”
2. The system will walk you through the steps to request an account, including providing油your tax ID, non-discrimination policies, and general contact and organization information.
3. Agree to be contacted by Google and wait for verification.

will supply you with tons of perks, like free access to the entire suite of Google Workspace tools. From communication tools to specialized YouTube giving features, you���ll have everything you need to boost internal productivity and strengthen your digital marketing efforts.

TL;DR: You need a Google for Nonprofits account to gain access to the Google Grant application.

Step 3) Wait for Verification From GoodStack.

To ensure that only legitimate organizations receive the funding, Google implements a verification process. Verification is conducted through a trusted third-party entity called . You don’t need to register with GoodStack separately, because your information will be submitted to them when you request a Google for Nonprofits account.

In addition to helping you access the Google Grant application, being verified by GoodStack also gives your organization other perks. GoodStack is a charitable commerce platform that lets users donate to their favorite causes alongside their routine shopping at no extra cost. Users link their credit or debit card to GoodStack and spend money at their featured retailers. Plus, registering with GoodStack means you’ll receive discounts and free access to valuable products like Google Workspace!

When you register for a Google for Nonprofits account, GoodStack will verify your organization. Sometimes, they need extra information, so watch for emails from their team. Most requests are reviewed within 3-5 business days, but verification can take up to 14 days.

TL;DR: Google works with a third-party organization to verify nonprofits��� validity during the Google Grant application process. Not only is this necessary, but registering with GoodStack can provide valuable discounts and fundraising opportunities.

Step 4) Prepare Your Website for the Google Grant Application.

While you wait for your account to be approved, now is a perfect time to bring your website up to code with . As we mentioned, they have a pretty thorough website policy you���ll need to follow if you want to join the program.

And there’s a good reason for this! Your website is one of the most vital parts of your strategy. It hosts the landing pages that you���ll promote using the Google Ad Grant, so you���ll want to make sure it���s prepared to engage visitors. From to high-quality content, there’s a lot you can do to bring your website up to speed.

Make sure you own your domain.

This is the most basic requirement your site will need to meet. Per the Google Ad Grant requirements, your nonprofit must own the domain users will land on when clicking your ads.

Simply put, your website’s domain is what people will type into the address bar on their browsers to visit your site. If you own your domain, your URL should look something like yournonprofit.org/ instead of yournonprofit.wix.com/. You can easily purchase a domain name through a domain registrar like Mailchimp or GoDaddy.

If your nonprofit wants to drive traffic to your donation page that���s hosted on a third-party site, Google has specific rules for that. Your donation form must be hosted on one of , such as PayPal or Stripe.

Build out your website with high-quality content.

You���re going to promote your site���s content using Google Ad Grants, so their team wants to see that you have a high-quality site with plenty of . Plus, this will help drive more conversions (e.g., donations, volunteer sign-ups, etc.).

When overhauling your nonprofit’s website design, keep these elements in mind:

• Feature organization-specific information. You���ll need a clear description of your organization, mission, and activities. The most natural place to include this is on an ‘About’ page. If you’re a U.S.-based organization, put your EIN in the footer so that it appears across every page on your site. This signals that your organization is legitimate to the Google Ad Grants team and other users. Know that publicly displaying your EIN doesn’t pose any security threats. Rather, it helps build credibility and shows that you’re an authorized 501(c)(3) organization.
• Optimize your site for UX. The pages you’ll promote using the Google Ad Grant will drive more results if you offer a user-friendly experience. Feature straightforward navigation, impactful calls to action, and information regarding upcoming events. Then, quicken site speed, ensure content works well on mobile devices, and remove any broken links. Our guide to nonprofit web design explores layout options and design tips to improve your site’s UX.

These Google Ad Grant requirements make your website engaging for anyone who visits your site, whether they find it organically or via a paid ad.

Install Google Analytics.

The Google Ad Grant requirements state that you must , such as through valid conversion tracking. We recommend using Google Analytics.

This platform provides ad-specific metrics油and can油show you the exact interactions people have on your site. This will give you the power to take charge of . By installing Google Analytics, you’ll be able to:

• Set up conversion tracking to monitor how often goals are achieved.
• See which pages on your site drive conversions.
• Get real-time performance metrics, such as changes in web traffic.

To get started, and connect it to your website. Then, configure your account to tell Google Analytics what to track. Add tracking codes to the pages you want to monitor by copying the code the platform provides you. If you use a well-known CMS (like WordPress), plugins usually offer simpler ways to integrate Google Analytics into your website.

Limit commercial and advertising activity.

Google requires participants to limit commercial activities on their website. Commercial activity can���t be your site���s purpose, whether you���re selling products or services, offering consultations, or providing referrals.

So, if your site resembles a for-profit blog or business, your Google Grant application won���t be approved.

If you do include commercial activity on your site, you must explain how it supports your mission. For instance, let���s say you charge for your services. Somewhere on your site, you must explain how your organization uses those funds, such as by providing an .

On a similar note, any advertising on your site must relate to your mission and not negatively affect the user experience. You also can���t host Google AdSense ads or affiliate advertising links.

Make your website secure.

When users land on your site, you want to assure them that your organization is trustworthy. That’s why you’ll need to confirm your site is secured with HTTPS on your Google Grant application. When you purchase an SSL certificate, it encrypts users’ connections, protecting any data they share with your website. Websites with SSL certification will include https in the address bar, while those without it only include http.

To obtain SSL certification, verify your website’s information through ICANN Lookup, generate a Certificate Signing Request (CSR), submit your CSR to your chosen certificate authority (like HubSpot), and install the certificate on your website.

TL;DR: Google Grant applicants must have secure websites that explain their work thoroughly. That way, their ads will drive users to valuable content.

Step 5) Fill Out the Google Grant Application.

Once your Google for Nonprofits account is activated, you���ll have access to the Google Grant application.

To apply, first verify that your website is secure by logging into your Google for Nonprofits account. Click Get started under Google Ad Grants. Enter your website URL, and click Submit website.

Once your site is verified as being secure, you���ll fill out the eligibility form. This should take around 20 minutes and require you to submit some basic information about your organization. You���ll answer questions regarding your nonprofit���s mission and goals with the program.

Once you���ve submitted the eligibility form, return to the section within Google for Nonprofits. Click the checkbox confirming that you���ve filled out the eligibility form. Hit Submit activation request.

Congrats! You���ve officially applied for Google Ad Grants.油The program coordinators will typically get back to you within 3 business days letting you know if you’re approved or not.

Taking your time throughout the application process is a must. You can also improve your Google Grant application experience by following these tips:

• Avoid entering any payment information. As you apply and when you set up your first campaign, you may be prompted to enter your payment details. Ignore this prompt, as it���s not necessary for the program and can actually derail your account setup.
• Keep track of your customer ID number. There will be a 10-digit number in the upper righthand corner that you need to pay attention to. This is your customer ID number, and you���ll need to submit it to Google for review later in the setup process.
• Note Google���s advice and try again if your application is denied. If Google rejects your application, read the reasons they give you for denial. Use this information to improve your application and try again.
• Get help from a Google Ad Grants agency. This is your best chance to simplify the process, get approved, and make the most of the program. We���ll dive into more detail later in this guide on how a Google Ad Grants agency can help.

If your application is approved, you���ll receive an email with further instructions for activating your account. From here, you can start creating campaigns and driving qualified traffic to your website through Google Ads.

TL;DR: The Google Grant application is straightforward and doesn’t take long to fill out. You’ll simply fill out a form with information about your nonprofit and the goals you hope to achieve with Google Ad Grants.

Step 6) Follow Google Ad Grant Requirements When Setting Up Your First Campaign

After getting your approval email, set up your Ad Grants account and start your first campaign!

Check out resources like our complete Google Ad Grants guide for tips on how to be successful with the program once you���re approved. You can also access plenty of free to create stronger ads that drive results.

Above all, follow all of Google���s compliance requirements when you begin using the program, such as:

• Keyword requirements: Follow the Google Ad Grant requirements carefully when choosing the search keywords you want your ads to appear for. These rules only allow you to choose highly specific, multiple-word keywords with quality scores higher than 2.
• CTR requirements: Throughout your time in the program, your ads must maintain at least a 5% click-through rate (CTR) overall. This metric reassures Google that you���re using its funding effectively, and it allows your organization to make sure you���re creating appealing advertisements.
• General program requirements: To keep your Google Grant, you also need to abide by some general program rules, such as filling out Google���s annual survey. Read through the to make sure you remain in good standing.

Along with complying with the Google Ad Grant requirements, continue using Google Analytics as you get started with the program to consistently evaluate your strategy and improve your ads��� approach. This is another area that a qualified Google Ad Grants agency can help you navigate.

TL;DR:油Once your Google Grant application is approved, you���ll need to follow all of the program���s requirements to avoid losing your eligibility. As you set up your account and choose your first keywords, make sure you follow all of Google���s rules.

Getting Help With Your Google Grant Application

Getting denied from the program can set your timeline back. You���ll have to work with Google to determine why you don���t meet the Google Ad Grant requirements and resolve any issues. Instead, make sure you get approved the first time by turning to expert Google Grants management.

Choose a Google Grants advisor who fully understands the nuances of how to apply for Google Grants and get your organization approved. We recommend working with a Google Partner, like . Agencies with this title have undergone a certification process and demonstrated a sufficient understanding of the Google Ads platform. Not to mention, outsourcing work to a trusted professional will allow you to reinvest time into your mission.

Here���s what you can gain from hiring a third-party expert like Getting Attention to walk you through your Google Grant application and ongoing management:

• Walk you through each step of applying to the program, so you can confirm your eligibility and fill out your Google Grant application.
• and keep your account in good standing.
• Optimize your ads and target the keywords your prospects are searching on Google based on extensive research.
• Stay in the loop with performance with services like reporting and monthly check-ins.
• Get your account reactivated if it ever lapses or gets suspended.

From guiding you through your Google Grant application to keeping your account compliant, Getting Attention will complete everything you need to get started and make the most of the program.

They’ll act as an extension of your team, working with you to understand your broader digital marketing goals and fold Google Grants into achieving those objectives. Working with a Google Partner, in particular, will give you a direct line to the program’s coordinators since your Google Grants manager will be the first to hear about any program updates.

If this sounds like an offer you can’t refuse, to get started. Plus, they’re open to chatting about their expertise in areas other than what’s listed on their website.

Final Thoughts on Google Grant Applications

Applying for Google Grants takes time and effort, but it���ll pay off as you grow your digital presence. Each step in the process is an opportunity to rethink your organization���s image online. In other words, don’t fly through applying!

A certified Google Ad agency like Getting Attention can help you maximize the program’s value by simplifying the application process and championing your cause at every turn. In no time, you’ll be up and running with the program, so you can drive more conversions through paid advertising.

As you wait for your Google Grant application to be approved, dive into all the great things the program offers with these resources:

• Hiring A Google Grants Manager: A Guide & 9 Agencies. Completing your Google Grant application is simpler with an expert on your side. Learn how to partner with a Google Grants agency by reading this guide.
• Still confused about how to apply for Google Grants? This guide from Getting Attention shares some more insight!
• Explore everything you need to know about the Google Ad Grant program, including proven tips and common goals.

The post Google Grant Application: How To Get Your Nonprofit Approved appeared first on 91心頭.

One of the core building blocks of SEO is a strong keyword strategy. Keywords include all the words and phrases a visitor enters into a search engine to find the content they���re looking for. Part of now requires nonprofits to consider what keywords potential supporters are searching for and how they can make sure their website shows up when those keywords are searched.

The first step in this effort is choosing effective keywords. While this might seem simple on the surface, you might find yourself spending hours researching and breaking down your website���s keyword priorities and current rankings. To help streamline your research, this guide will walk through different types of keywords and the factors nonprofits should consider when choosing keywords.

Understanding Keyword Types

When choosing the keywords your nonprofit should target, you need to factor in keyword types. In the early days of search engine technology, search engines would assess pages based on how many times a keyword appeared. However, this led to keyword stuffing, wherein websites would add many highly searched keywords to their pages, even if they were unrelated to the rest of the website���s content.

To combat this, modern search engines use more complex formulas in an effort to present users with content that is valuable and relevant to their keyword search. As part of this formula, Google considers multiple types of keywords. offers an overview of the main types of keywords relevant to nonprofits interested in SEO:

• Exact. An exact keyword is the specific keyword that your organization is targeting. For example, a nonprofit focused on providing continuing education programs for adults might focus on the exact keyword ���continuing education courses��� to attract new program participants.
• Broad. Broad keywords include the potential variations that visitors might use when entering search queries related to your keyword. Using the same example as before, broad keywords would include searches like ���adult education courses��� and ���continued learning program.���
• Phrase. Phrase keywords include the exact keyword, as well as other words and phrases. For the keyword ���continuing education courses,��� a phrase keyword might be ���continuing education courses near me.���

Understanding various keyword types will help you create keyword-optimized content that is natural and avoids keyword stuffing. Using broad and phrase keywords accounts for a wider audience who is interested in your nonprofit���s content, but may be thinking about the topic in slightly different language.

These keyword variations apply to other search engines, as well. For example, if you���re considering in addition to the Google Ad Grant, you can use your existing knowledge of keyword types to continue making valuable content that will appear for the right search terms.

Keyword Factors

The right keywords can help your nonprofit achieve a variety of goals, including attracting new volunteers, promoting fundraisers, spreading awareness of your cause, and helping potential constituents find your programs.

Of course, there are a variety of factors that determine how likely your content is to rank highly for your target keywords. These include:

Relevance

Consider what type of content visitors want to find when they search specific keywords. Making content that���s relevant to users��� search queries will increase the chances that visitors who click on your website will take a specific action, such as donating. When you attract more visitors who then spend time on your website and have a positive experience, the engagement signals to search engines that your content is valuable, helping your website rank higher.

For example, let���s say your nonprofit is hosting an online charity golf tournament. In this case, a keyword like ���golf tournament��� likely has more search traffic than ���online charity golf tournament.��� However, individuals interested in golf tournaments in general may have a variety of purposes, such as finding local golfing locations or joining a golf club. While you could try to rank for the keyword ���golf tournament,��� your content is unlikely to have high relevance for users searching that keyword.

You can use Google Analytics to check which keywords supporters are searching for that lead them to your content and what actions they take once they arrive on your website. walks through how charitable organizations can get access to Google Analytics and other Google workplace tools for free.

User Intent

In addition to making content that���s relevant to your visitors, consider your different visitors and their purposes for clicking on your website. Try creating user personas for your website. For nonprofits, these might include:

• Donors. Donors are individuals looking to give to a cause they care about. For these individuals, content that explains your target issue and the work your organization does to combat it is essential. While you ultimately want these visitors to convert by making a donation, they are likely to be interested first in informational content.
• Volunteers. Volunteers likely also want to see educational content like donors. However, they differ by having a stronger focus on location and specific volunteer opportunities. Keywords related to volunteering and your community can be useful for these supporters. Try optimizing your volunteer opportunities page for a keyword such as ���[town/city] volunteer opportunities.���
• Beneficiaries. Beneficiaries need help, and your website should have multiple pages explaining what your programs do and how they can sign up to receive aid. These individuals are likely to search keywords that are questions or related to their location, like ���Where can I receive food assistance?��� and ���Housing programs near me.���

For your , consider the type of content new donors are likely looking for. This might include informational pages about your programs, research about your target issue, and stories from specific beneficiaries about how your organization has helped them.

Competition

Your nonprofit is one organization among many trying to stand out on search engine results pages. As such, each keyword you target likely has at least a few other websites also trying to rank for it.

Levels of competition vary depending on the keyword. Think back to the virtual golf tournament fundraiser. A keyword like ���golf��� likely has thousands or even millions of searches a month. However, you would likely compete with a variety of organizations attempting to rank for this keyword, such as pro-golf leagues and massive companies that sell golfing equipment.

In most cases, these organizations have far more resources to dedicate to SEO marketing than even a decently sized nonprofit and will likely outrank your organization. Although a keyword like ���virtual charity golf tournaments��� will have far less traffic than just ���golf,��� it will also have less competition, making it easier for your nonprofit to rank.

If your nonprofit needs help managing your ad campaigns and identifying keywords to go after, consider working with a Google Grants manager. They can bring their expertise to help you identify keywords that you are likely to rank for, have low competition, and are relevant to your various audiences.

The post SEO Basics: How to Choose Keywords for Your Nonprofit appeared first on 91心頭.

By amplifying their content on Google Search, participating organizations can connect with motivated prospects searching for their causes online. Best of all, there are professional Google Grants managers out there to help nonprofits like you navigate the program and create the most compelling ads possible.

Claiming , Google is the world’s most popular search engine, so you’re missing out if you haven’t joined the program yet.

 

Many nonprofits don���t have enough free time to allocate to the program, which is why they turn to professional Google Grants agencies. These agencies dedicate their time to learning the program���s requirements, how to use the Google Ads interface, and how to compose engaging ads. Professional account management can empower you to make the most of your marketing budget.

If outsourcing your Google Ads work sounds like an offer you can���t refuse, take the time to find an agency that offers the exact services and expertise your team needs. To help you find the right fit for your organization, here���s what we���ll cover:

• The Basics of Google Ad Grant Management
• Common Services That Google Grant Managers Offer
• The Process of Hiring A Google Grants Manager
• Our 9 Recommended Google Grants Managers

By the end of this guide, you���ll have everything you need to find and hire a Google Grants manager. As digital marketing experts ourselves, we���ve seen the potential search engine marketing holds. While we specialize in search engine optimization, our friends at油 know what it takes to make the most of Google Ad Grants. They’re certified Google Partners, which means they’ve undergone a vetting process and demonstrated reliable knowledge of the program. We recommend you reach out to their team for all your Google Grants needs!

The Basics of Google Ad Grant Management

Before plunging into the buying process, take some time to understand exactly what Google is offering through its program. That way, you can determine if it���s worth pursuing油and油if outsourcing the work to油a professional Google Grants manager油is the best move for your team.

How do I manage Google Grants?

There���s a lot more to a successful Google Grants management strategy than simply writing ads and calling it a day. From conducting keyword research to meeting Google���s compliance requirements, an optimized account takes a lot of work.

Once you���ve油, you���ll need to set up your account, create your ads, and actively monitor performance. Managing your account requires you to log in regularly, research keywords, adjust your ads based on their performance, and ensure you���re adhering to Google compliance rules.

Google recommends you log in at least once or twice a month. However, you���ll want to log in more frequently to make necessary adjustments and maximize conversions.

Understanding this, many nonprofits reach out to expert Google Grants managers for help. Especially when certified by Google, these individuals know what goes into successful account management and can devote their attention fully to the program.

Do Google Ad Grants work?

Yes, nonprofits of all sizes can generate valuable traffic油. The program is most effective for organizations with discussion-worthy causes and content centered on related topics that people are actively searching for online.

By developing a smart Google Grants management strategy, you can take your digital marketing to the next level. After all, digital giving is on the rise. Today, around油54% of donors worldwide油prefer to give online using a credit or debit card, and online revenue has consistently grown over the past several years. Getting your website in front of many prospects is key to driving more digital donations.

Additionally, you can accomplish much more than just promoting your donation page using the Google Ad Grant.油The program empowers you to achieve all sorts of goals, whether you���re looking to increase advocacy participation, boost volunteer registrations, or provide resources to your beneficiaries.

However, achieving your goals may take some trial and error, which ultimately translates to time and patience. An expert Google Grants agency can help you harness the grant���s power much quicker than if you���re starting on your own!

What is a Google Grants agency?

A Google Ad Grants manager is an individual or agency composed of marketing experts that helps nonprofits manage their Google Ads accounts.油油explains that Many nonprofits turn to general marketing professionals to help set up, develop, and maintain their Google Ad campaigns.油However, the Google Ad Grant program is not like other Google Ads accounts.

For instance, Google has very specific compliance requirements that nonprofits must follow. Failing to abide by these rules will result in account suspension. A dedicated Google Ad Grants manager takes the time to understand these regulations in order to keep your account up and running. Better yet, those certified by Google are the first to hear about any program updates, like compliance rule updates.

Common Services That Google Grant Managers Offer

A professional Google Grants manager can take the guesswork out of optimizing your account. From determining your eligibility to building out your campaigns, they���ll handle every step of the process.

The right expert will act as an extension of your team, working to understand your cause and tailor your Google Ad Grants management strategy to meet your unique objectives. They���ll strive to create winning ad campaigns to supercharge your digital marketing.

To empower their nonprofit clients to reach new heights, they���ll often offer油Google Grants management services, such as:

• Google Grants applications.油If you haven���t applied for the program yet, an agency can handle that for you. They���ll start by confirming your eligibility. Then, they���ll help you油油or Percent, create a Google For Nonprofits account, bring your website up to code with the program���s rules, and submit your application to the Google Ad Grants team.
• Ad creation and keyword research.油A Google Grants manager will structure your account properly and create ad campaigns that target valuable keywords. They���ll use keyword research tools to pinpoint the terms your prospects tend to search on Google.
• Account management and reporting. 油will run three to five campaigns at once to drive conversions. A dedicated manager will actively monitor these campaigns and make adjustments based on performance. Using Google Analytics and Google Tag Manager, they���ll keep you in the loop with live dashboards and reports that you can reference at any time.
• Monthly compliance.油Google requires Ad Grant recipients to meet a series of ongoing requirements, including maintaining a 5% click-through rate and having valid conversion tracking set up. Your Google Grants manager will ensure that your account complies with these rules at all times.
• Google Ad Grant account reactivation.油In a perfect world, your Google Grants manager will keep your account in good standing. However, the program is pretty strict with its requirements. If your account ever gets suspended for any reason, a Google Grants manager can promptly resolve issues and get your account up and running again.

Google Grants professionals excel at creating compelling campaigns that persuade users to click through to your site. These experts spend all of their time learning the ins and outs of the program, allowing your team to reinvest its focus into other areas of your mission.

The Process of Hiring A Google Grants Manager

As with any purchasing decision, you should take care in choosing the right Google Grants manager to cultivate your account.

油that it has already vetted, which serves as a great resource. When browsing this list, what matters is that they���ll provide the tailored support your team needs and full transparency into their work.

油dives into the process of finding the perfect fit for your team. To make the most of your $10,000 each month, refer to these key steps:

1. Find Google Grants agencies that offer the services you need.油You need a partner whose processes align with your expectations. For instance, if you want full transparency into performance, look for a partner that offers comprehensive reporting. If you���re looking for expert support because of a lapsed or deactivated account, look for a Google Grants manager that offers reactivation services.
2. Explore the agency���s website.油A Google Grants manager���s website is the first resource you can leverage to understand their offerings better. To start, you���ll get a sense of their approach to Google Ad Grants management and have the opportunity to check that their fees align with your budget. Oftentimes, established agencies will also include testimonials from clients or examples of their work in action.
3. Set up a meeting to learn more.油If an agency seems like a good fit, your final step is to set up a consultation. Chatting with their team will enable you to ask about their services and see if their team will mesh well with yours.

Spending time upfront to find the right Google Grants agency will pay off as you start generating ads that encapsulate your cause. Again, we recommend choosing an agency that’s certified by Google since they’ve demonstrated a comprehensive understanding of the Google Ads platform. Just ensure whoever you choose offers the services you need and is willing to take the time to understand your cause.

Our 9 Recommended Google Grants Managers

To help kickstart your process of hiring an agency, we���ve pulled together a list of top recommendations. Each of these agencies works with nonprofits to strengthen their Google Ad Grant management strategies. They���ve displayed clear expertise on the program���s requirements and have worked with organizations to amplify their causes using Google Search.

Use this list as a solid starting point for your research. Then, dive further into each agency���s site to learn more about their approaches and narrow down your options.

1. Getting Attention

As our recommended partner,油油is a full-service, Google-certified Google Grants agency. They devote their time to Google Grants management and fully understand the program���s nuances.

By assigning you a dedicated account manager, they���ll act as an extension of your team, working to understand your mission and digital marketing goals. In turn, you���ll receive one-on-one support tailored to your nonprofit.

By managing every aspect of your Google Ad Grants account, they���ll help get your content in front of qualified prospects ready to support your cause. Partnering with Getting Attention will allow you to tap into油:

• Eligibility check and applications.油Your Google Ad Grant manager will confirm your eligibility for the program and complete the entire application process for you. You���ll be up and running in no time!
• Initial account setup or existing account audit.油Once you���re approved for the program, Getting Attention will set up your Google Grant account and structure it according to Google���s guidelines. If you���ve already created your account, their team will review your account and pinpoint opportunities for improvement.
• Ongoing account hygiene.油From maintaining a 5% click-through rate to having the appropriate number of ad campaigns, your Google grant manager will make sure your account always meets the program���s standards.
• Keyword research and ad creation.油With plenty of search engine marketing (SEM) experience, your account expert will help you design winning ads that target the right keywords. That way, you can connect with the right prospects through your ads.
• Suspended Google Grant account reactivation.油If your account ever lapses or gets suspended, your Google Grants manager will work with Google���s team to get it back in action. That way, you can continue pursuing your mission as quickly as possible. As a certified Google Partner, they have a direct line to the Google Ad Grants team.
• Comprehensive reporting.油At your monthly health checkup meetings, your dedicated account manager will provide detailed updates on your ad performance.

Getting Started with This Google Grants Agency

Getting Attention offers a油. You���ll receive all the services listed above for $500 per month���no surprise add-ons.

If you need additional services beyond what���s listed on their website, your consultation meeting is a perfect time to discuss that! The team is open to chatting about their experience in other areas of Google Ad Grant management, so you can receive the exact support you need.

2. DNL OmniMedia

油is a nonprofit technology consulting agency that strives to help organizations leverage technology to amplify their missions. Their goal is to simplify seemingly complex technology like the Google Ad Grants interface, so nonprofits can do more for their causes without code and data slowing them down.

They don���t specialize solely in Google Ad Grants management, but they offer specialized services that will help your nonprofit leverage the program effectively.

Their Google Ad Grants services include:

• Keyword strategy.油DNL OmniMedia will help craft a Google Grants strategy that aligns with the rest of your digital marketing plan. They���ll create a keyword strategy that connects you with prospective supporters and supports your broader goals.
• Ad copy development.油Their experts will write and test ad copy to maximize your impressions and clicks. In turn, you���ll inspire more prospects to click through to your website.
• Reporting and analytics.油Backed by plenty of experience with Google Analytics and Google Tag Manager, DNL OmniMedia will create reports and interpret the data for your team. That way, you���ll never question your ad performance.

Getting Started With This Google Grants Agency

DNL OmniMedia is a trustworthy partner for all your technology-related needs! They���ll work with you to create a Google Grants management strategy that fits into your broader goals. Whether you���re looking to strengthen your website or better understand your campaign data, this Google Grants agency is a trustworthy option.

3. TrueSense Marketing

Composed of more than 200 SEM experts,油油is a reliable Google Grants manager. As a certified professional Google Ad Grant agency, you can trust them to take your account strategy up a notch. They���re a full-service agency, meaning they���ll handle every part of the process. From your application to ongoing account maintenance, they���ll work with you to make the most of your $10,000 each month.

Taking a hands-on approach, TrueSense Marketing offers these core services:

• Google Analytics and optimization.油TrueSense Marketing goes above and beyond with campaign data. They���ll track your supporters��� interactions on your site and provide insight into the overall success of your ads.
• Comprehensive campaigns.油With TrueSense Marketing, you���re not confined to donor campaigns. They���ll leverage your grant to reach your entire community of volunteers, advocates, and beneficiaries as well.
• A/B testing.油This Google Grants agency takes extra steps to ensure ads are optimized. By testing different versions of your ads, they���ll discover exactly what inspires your audience to take action. Then, they���ll adjust your ads to resonate with those prospects.

Getting Started With This Google Grants Agency

If you’re looking for an agency with a hands-on approach, TrueSense may be the right partner for you! Explore their site to learn more about their Google Ad Grant management services.

4. Allegiance Group

油partners with nonprofits and associations to inspire action and achieve more through fundraising, marketing, and technology solutions. They���ll help you develop a multichannel marketing strategy, ensuring your digital and offline marketing channels work together to achieve your objectives. As part of their digital marketing services, they help nonprofits to get more out of the Google Ad Grants program through specialized consulting.

Some of their Google Ad Grants services include:

• Form optimization.油This Google Grants manager has plenty of firsthand experience designing forms on different platforms. Whether you���re looking for expertise using Blackbaud, Mailchimp, or another platform, they���ll help you drive more form completions with user-friendly designs.
• Ad development.油Allegiance Group will produce your ads, targeting the keywords that matter most to your mission. Each ad will aim to capture your audience���s attention.
• Reporting.油Their team will stay on top of analytics, making sure your campaigns are optimized at all times. With custom implementations of Google Analytics and Tag Manager, they���ll provide detailed reports, complete with critical metrics, actionable insights, and recommendations for your next campaign.

Getting Started With This Google Grants Agency

Backed by plenty of experience with paid advertising, Allegiance Group empowers nonprofits to increase their visibility on search engines. They���re a reliable partner for all your marketing, fundraising, and technology needs, and you can trust them to create a holistic approach to achieve your goals.

5. Koios

By specializing in libraries,油油empowers clients to make their resources more discoverable online. Through expert Google Ad Grants management, this agency enables libraries to boost search traffic and expand beyond their existing patron bases.

Trusted by dozens of clients, Koios demonstrates a clear understanding of the program. They work with libraries across the country to make a more profound impact and spread the joy of reading to new audiences via search engine marketing.

Their main services include:

• Google Grant applications.油From getting verified by TechSoup to configuring your Google Ads account, Koios will get your library up and running with the program.
• Catalog awareness.油This is the bedrock of this agency���s services. You���ll provide a complete set of MARC records, which they���ll put online to promote through the Google Ad Grant program. Doing so will bring attention to catalog records that would otherwise be invisible to Google.
• Targeted ad development.油Koios understands that libraries have unique audiences compared to other nonprofits. To help you connect with those users, they���ll develop targeted ads that resonate and drive more clicks. This agency boasts an incredible click-through rate (CTR) of 12.8%, which is well above the industry average of 3%.

Getting Started With This Google Grants Agency

Koios provides different pricing packages based on your library���s size. For instance, small libraries with service populations under 15,000 receive a ���Mini��� rate. This agency even offers a 60-day free trial, so you can determine if their approach meshes well with your goals. Explore their website to learn more about their services.

6. INTK

With over 30 nonprofit clients,油油is a trusted, experienced Google Grants manager. Specializing in cultural organizations, this agency helps clients develop well-rounded digital strategies and achieve more through professional Google Ad Grants management.

Here are the main services INTK offers to help you increase your visibility on search results pages:

• Google Grants application.油With a 99% success rate, INTK will help you油apply for the program. If you���re not approved the first time, they���ll take the necessary steps to bring your application in line with what Google is looking for.
• Campaign maintenance.油Their team will create winning campaigns and monitor your account to keep it aligned with Google���s standards.
• Website development.油This agency knows that your website is a vital part of your Google Ad Grants management strategy. While separate from their Google Ad Grant management services, INTK offers website design and development. By creating a site that encapsulates your mission, you���ll have standout landing pages to promote through your Google Ads.

Getting Started With This Google Grants Agency

If you���re looking for guidance tailored to cultural organizations, INTK might be the perfect fit. Before reaching out, know that they���re based in the Netherlands. As a certified Google Grants agency, they have direct access to the Google Ad Grants team, so they���ll always be in the loop with the program���s latest developments. Browse their website to learn more about their services.

7. RKD Digital

As the first full-service, direct-response company to be added to the Google Grant Certified Professional Community,油油is one of the best Google Grants agencies out there!

Since 2004, they���ve pioneered digital marketing strategies for their nonprofit clients. With plenty of experience in paid advertising, you can trust this agency to guide you through the complex world of digital marketing.

Through tailored support, they���ll help you maximize your Google Ad Grants budget. Here���s an overview of their primary services:

• Account activation.油From securing your validation token to filling out tedious applications, RKD will walk you through the entire setup process.
• Holistic strategy development.油They���ll work to understand your overarching marketing objectives. That way, they can identify how Google Grants will play into your larger strategies.
• Account management.油RKD will structure your account to maximize results and adhere to the program���s guidelines. In turn, you���ll receive an optimized account filled with ad groups, keywords, and captivating ads.

Getting Started With This Google Grants Agency

RKD Digital will work closely with your team to get more out of the Google Ad Grants program. Plus, they have some helpful educational resources on their site that offer insights into their approach to Google Grants management.

8. Digital Ninjas

Located in Australia,油油is a Google-certified agency that works with a range of organizations. With a direct line to the Google Ad Grants team, they���re on top of the latest features and programmatic changes. When working with your team, they���ll take the time to get to know your immediate plans and future objectives. That way, they can center your Google Grants strategy around what���s important to your organization.

Whether your mission focuses on animal rescue, women���s rights, or something else, the Digital Ninja team will work alongside you to achieve more through paid advertising. Here���s a rundown of their Google Ad Grants management services:

• Analytics and reporting.油Backed by extensive experience in data management, Digital Ninjas will help you set up Google Analytics. That way, they can measure everything from fundraising results to lead generation and everything in between.
• Account compliance.油They���ll structure your account according to Google���s requirements, making sure you have enough ad groups, high-quality keywords, and ad extensions. They���ll craft campaigns that drive sufficient clicks and conversions, so you can keep your account in good standing.
• Training.油If you want to manage your account in-house, Digital Ninjas offers plenty of training courses to help you do so. From the basics to complete account optimization, they���ll walk you through everything you need to build winning campaigns.

Getting Started With This Google Grants Agency

Known for their ninja-like speed, Digital Ninjas is ready to take action and supercharge your SEM endeavors. Take a look at their website to learn about their experience with the Google Ad Grants and other types of paid advertising.

9. Uprise Up

Based in the United Kingdom,油油is a data-driven digital media agency. Using well-honed strategies, they strive to help nonprofits maximize the value of Google Ad Grants. They���re one of the few U.K.-based Google Ad Grants Professional agencies. Thanks to their certification, they have direct access to the Google Ad Grant team, dedicated support channels, program benchmarks, and opportunities to participate in beta tests.

By partnering with them, you���ll receive services like:

• Campaign strategy.油This Google Grants manager has worked side-by-side with organizations and gained firsthand experience. They���ve honed their account management strategies based on this experience, so you can relax knowing they���ll structure your account properly and create effective campaigns.
• Compliance. Using automated scripts, they���ll continually check that your account adheres to油. That way, you���ll never have to worry about your account getting suspended.
• Account testing.油Uprise Up will run your account through their Ad Grant policy checker regularly and will manually monitor your campaign results to ensure they���re driving qualified traffic to your site.

Getting Started With This Google Grants Agency

If you���re located in the United Kingdom, Uprise Up may be the perfect Google Grants manager to champion your cause. Check out their site to learn more about their services and explore case studies about their work with real organizations.

Final Thoughts on Google Grants Agencies

The Google Ad Grants program is an incredible marketing opportunity for nonprofits. With a carefully-crafted strategy, you can油increase your organization���s visibility online油and expedite your mission. However, you can only accomplish this if you choose the right keywords, write compelling ads, and follow the program���s guidelines.

A Google Grants manager takes the guesswork out of your SEM strategy. Those with plenty of experience know what it takes to stand out on search engine results pages and inspire clicks.

An agency that works exclusively with Google Ad Grants devotes all of its time learning about the program. Their clients can trust that they���re getting the best advice and connecting with as many prospects as possible. By outsourcing the work to someone with this level of expertise, you���ll set your nonprofit up for success and free up your team���s time for other areas that need your attention.

Our recommended partner,油, will champion your cause at every turn. They���re the only team on this list that fully dedicates their time to Google Ad Grants, providing everything you need to activate your account and create successful ad campaigns. Plus, they’re certified by the Google Ads team, so we recommend you reach out to discuss your Google Grant needs.

In the meantime, keep learning about all the great opportunities this program offers! We���ve curated a list of some of our favorite resources:

• 油There���s a lot to learn about the Google Ad Grants program. Whether you want to brush up on the basics or dive into tested strategies, this guide covers everything you need to know!
• 油Want more advice on hiring a Google Grants manager? Check out this complete guide and list of recommendations from re:Charity.
• Google Ad Grants for Nonprofits: A Marketer���s Complete Guide.油Learn everything you need to know about the program so you can hire the right agency to help.

The post Hiring A Google Grants Manager: A Guide & 9 Agencies appeared first on 91心頭.

As digital fundraising evolves, your nonprofit should track trends and adapt your fundraising strategies accordingly. The year-end season is essential for fundraising, and it can provide you with necessary insights about your priorities going forward. If you aren���t sure what to focus on going forward, the following takeaways will help you future-proof your digital fundraising strategy this year.

1. Automate your operations.

are more powerful, user-friendly, and affordable than ever before. There are digital software solutions for any size or type of nonprofit that can optimize every facet of your operations. Here are some activities software solutions can streamline:

• Event planning
• Wealth screening
• Project management
• Accounting
• Marketing
• Donor prospecting
• Website analytics
• Fundraiser management
• Email communications

The most important software is often your (CRM), which can be used to segment donors and tailor fundraising opportunities for the best outcomes.油

2. Optimize your web design.

Your website is likely the first place that prospective donors will turn to for more information about your organization and cause. Providing site visitors with a good experience is essential to making a good first impression and allowing them to access the resources they need.油

Using a powerful website builder is necessary for optimizing your website as a fundraising tool. Your website builder allows you to reorganize your navigation interface, add essential information, and brand your site to your nonprofit. Improving all of these elements culminates in a better user experience for your site visitors.油

Additionally, you can leverage your website builder to promote fundraising. The key to getting eyes on your fundraiser���s page and your donation form is to include clickable and aesthetically pleasing graphics linking to these pages. Consider adding a clickable button with a call-to-action to learn more about your fundraiser or sign up for the corresponding event.

3. Pay attention to SEO.

Search engine optimization (SEO) is changing your website���s content to align with Google���s search algorithm so your website appears higher on the search engine results page (SERP) for certain keywords. click on results on the second page, giving you very little room for error.油

Optimizing your content for Google���s algorithm is an easy way to boost your SERP ranking for your target keywords. Here are some tips Google recommends to optimize your content:

• Conduct a site search to ensure that your site is showing up on Google.
• Organize your content so it can be crawled and indexed by Google.
• Mobile-optimize your content in your CMS so all readers can access it.
• Use features such as alt text to make your content accessible to visitors of all abilities.
• Eliminate unnecessary code to decrease load times.
• Post high-quality educational content that satisfies search intent and is useful to readers.

Not only is optimizing your content simple, but it���s also free. Work within your CMS to update your content according to Google���s guidelines. If you don���t see results right away, don���t worry. It takes some time for the resources to gain traction. This is a long-term strategy, but it has big returns in the long run.

4. Take advantage of Google Ad Grants.

If your organization has a tight marketing budget, you can rely on Google to spread the word about your cause and boost your fundraising revenue through its Ad Grant program.油The Google Ad Grants program is a powerful tool for increasing your organization’s visibility. Through the program, your organization receives $10,000 in advertising space on top of the SERP for free every month.

All you need to do is make a nonprofit account on Google, verify your 501(c)(3) status, and identify which fundraiser pages you want to promote. Or, you can turn to a Google Grants manager to handle everything for you. Google Grant managers can tackle any part of the process, from determining your eligibility to completing your program application to setting up your ad campaigns to maintaining compliance. While it���s not difficult to manage your account, Google Grant agencies understand that your team might not have the time or resources to do it yourself and are there to assist.

This digital fundraising tactic is especially useful for smaller nonprofits competing against organizations with a large marketing budget. The Google Ad Grant is open to all eligible nonprofits, and as long as you maintain compliance, the grant will renew each month, empowering you to continuously promote your nonprofit and bring in new support.

5. Offer hybrid and remote event components.

Hybrid and fully remote fundraising events have increased in popularity due to their advantages for both nonprofits and their attendees. With affordable online event hosting technology, your organization doesn���t have to rely on expensive in-person events anymore. Some hosting platforms even offer nonprofit discounts, further cutting your costs.

Hybrid and remote events also appeal to donors. Rather than accounting for travel time, they can attend your events from anywhere using their mobile devices. This helps to widen your potential donor base.油

Most traditional in-person events can be made virtual, such as:

• Webinars, panels, or presentations
• Galas
• Auctions
• 5K walk/run-a-thons
• Concerts
• Dinner parties
• Meet-and-greets with beneficiaries

You can make traditional in-person events virtual by using a video-conferencing platform to involve your attendees in the action.油

6. Leverage matching gift programs.

Matching gifts are the nonprofit sector���s best-kept secret. Billions in matching gift revenue go unclaimed each year, mostly due to your donors��� unfamiliarity with their employers��� corporate giving programs. 78% of donors aren���t sure if their company offers a matching gift program, but once your donors know that their gifts can be matched, your donation revenue will rapidly increase, as evidenced by these :

• Over 26 million people work for companies with matching gift programs.
• Through their matching gift programs, companies donate about $2-$3 billion to nonprofits each year.
• An additional $4-$7 billion in matching gift funds goes unclaimed every year.
• 84% of donors say they���d be more like to donate if they knew their gift would be matched by their employer.
• 1 in 3 donors say they���d give a larger gift if their employer would match it.
• Out of 250 multi-billion-dollar companies surveyed by Forbes, 92% offer matching gift programs.
• When nonprofits mention matching gifts in fundraising appeals, potential donors��� likeliness to give increases by 71%, and the average donation amount increases by 51%.

Therefore, it���s in your nonprofit���s best interest to educate your donors about matching gift programs and streamline the giving process for them. The best way to do so is to leverage matching gift software. This technology allows your donors to check their employers��� corporate giving policy directly from your donation form. Once nonprofit users integrate the matching gift software into their online donation form, donors will input their employer, and the software will seamlessly submit the request and amplify the gift by a 1:1 or even 2:1 ratio. Choose a platform with auto-submission capabilities to further simplify and speed up the process.

Wrapping Up油

The last days of the year are a time of reflection and goal-setting for the coming year. If you feel like your digital fundraising tactics are lacking, it might be time to make a change. Work with your team to analyze which avenues, like the ones in this guide, are worth pursuing. Consider trying these strategies if you haven���t yet to make this year your best year yet!

The post Digital Fundraising for Nonprofits: 6 Key Strategies appeared first on 91心頭.

Microsoft���s Ads for Social Impact or the Microsoft Ad Grant is a program available to eligible nonprofits to help transform their digital presence. Like the , Microsoft is offering a monthly grant to advertise on their owned and operated websites (such as Bing, AOL, Outlook, Yahoo, MSN, and Microsoft Edge).油

The Microsoft Ad Grant launched in June 2022 and has some key differences compared to the Google Grants program. For instance, Microsoft���s grant is worth $3,000 whereas Google���s is worth $10,000. The Microsoft Ad Grant also has fewer restrictions than the Google Ad Grant. However, both programs have the potential to expand your online reach, drive new traffic to your website, and spread awareness of your mission.

To understand how the Microsoft Ad Grant can benefit your nonprofit, we will answer the following questions:油

• What are Microsoft Ad Grants?
• Why Should My Organization Use The Microsoft Ad Grant?油
• How Do I Know if My Organization is Eligible for the Program?
• How Do I Apply to The Microsoft Ad Grant?
• How Do I Manage My Microsoft Ad Grant?
• What if I Need Help Managing My Microsoft Ad Grant?
• What are Some Other Ways I Can Reach My Fundraising Goals?油

Nonprofit Source is a go-to for all nonprofit digital marketing strategies. We tailor our SEO services and website design recommendations to help your nonprofit achieve its advertising objectives. This is why we are spotlighting the Microsoft Ad Grant, so you can reap its benefits. Let���s dive deeper into this program.油

What are Microsoft Ad Grants?油

is an in-kind monthly grant of $3,000 offered to eligible organizations. This program was created to help organizations increase their reach and revenue by boosting their online presence.油

Similar to a coupon, the grant���s $3,000 is applied to your existing paid Microsoft account. This way, the grant covers the first $3,000 monthly paid ad spend. Although the amount may seem small compared to Google���s mighty $10,000, there are a few considerations to bear in mind when deciding between the two programs.

Because the Microsoft Ad Grant is applied to your existing account, there are fewer restrictions. This is not the same for Google as they require a separate ad account. Google actively measures your quality scores, maximum cost-per-click, and click-through rates to monitor your account activity. However, these restrictions do not apply to the Microsoft Ad Grant.

Why Should My Organization Use The Microsoft Ad Grant?油

There are to using the Microsoft Ad Grant. Attracting donors and volunteers to your website, increasing conversions, and enhancing supporter communications are a few to keep in mind.

Website Engagement

Your website offers comprehensive insight into your nonprofit. Ideally, it is full of high-quality and relevant content about your nonprofit���s history, current campaigns, and future goals. Unfortunately, many nonprofits have stellar websites that are not easily accessible. If this is the case for you, the Microsoft Ad Grant can help you expand your reach.

The Microsoft Ad Grant categorizes information based on what potential supporters are searching for. For instance, let���s say your organization raises funding to support local wildlife and ecosystems. If a supporter researches volunteer opportunities for a wildlife conservation organization, they will be directed to a relevant landing page on your site. This way, supporters can find what they���re looking for faster, increasing their satisfaction with your website.油油

Increased Conversions

Ticket sales, donations, petition signatures, and email list registrations are all metrics you can use to measure your nonprofit���s marketing progress. These metrics are key indicators of your nonprofit���s success. With Microsoft Ad Grants, your informative, valuable content can reach the right audience.

Enhanced Supporter Communication

Various communication outlets such as emails, text messages, and phone calls are frequently used for nonprofit ad campaigns. No matter which outlets you are currently using, Microsoft Ads can help you bolster your efforts.油

Microsoft Ads work together with your existing strategy to spread awareness by increasing your number of touchpoints with potential supporters. You can also use Microsoft Ads to track your progress on both new and existing campaigns. Microsoft uses metrics like clicks and impressions, so you can easily assess your marketing progress for each campaign.油油

How do I Know if My Organization is Eligible for the Microsoft Ad Grant?油

Now that you know the basics of the Microsoft Ad Grant, you might be wondering if your organization is eligible. Check the list below to ensure your eligibility.油

Eligible organizations include:

• Fully Registered Nonprofits
• Public Libraries
• Public Museums
• Some Religious Organizations

Ineligible organizations include:

• Universities
• Healthcare
• Political Organizations
• Professional Organizations油

Moving forward, there are a couple of registration policies that Microsoft enforces. To register for the Microsoft Ad Grant, you must:

1. Hold 501(c)(3) status. In other words, you are fully registered as a nonprofit organization and the IRS recognizes you as an official charitable organization.油
2. Adhere to Microsoft���s .油
3. Have a specific mission to help the broader community. This includes but is not limited to providing relief to the poor, improving social welfare, and advocating for human rights.油
4. Only assign grants to eligible staff, including paid nonprofit employees and unpaid executive leaders.油
5. Only use grants for your nonprofit. You are not permitted to assign grants to affiliate or sister organizations.

If you agree to these policies, you are now ready to begin the .油

How Do I Apply to the Microsoft Ad Grant?

Step 1: Apply to Microsoft for Nonprofits

This application includes four steps:油

1. Welcome and Policies
2. Organization Information
3. Verifying Phone Number
4. Account Creation油

These steps should not take longer than 10 minutes to complete. Once you are finished with Step 1, Microsoft should reach out to you to confirm your acceptance into the Microsoft for Nonprofits program within 24 hours of your submission.

Step 2: Apply to the Microsoft Ad Grant

Once Microsoft for Nonprofits approves your above application, you can now apply for the grant itself. This step covers additional organization information as well as information related to your position. Usually, this step takes even less time to finish than Step 1. Microsoft should send you confirmation of your Ad Grant status within 10 business days.油

How Do I Manage My Microsoft Ad Grant?

Now that you have applied for the Microsoft Ad Grant, there are a few management basics to keep in mind. The grant program has the potential to kickstart your digital presence, but only if you use it effectively.油

Here are our top tips for making the most out of the Microsoft Ad Grant:

Tip 1: Select Effective Keywords

When managing your campaigns, it���s necessary to implement some SEO best practices. SEO, or search engine optimization, is the strategy your nonprofit uses to rank highly on search engines.油

The best SEO strategies increase your website traffic as much as possible. Selecting the right keywords is crucial to an effective SEO approach. However, many larger organizations may be choosing similar keywords, so it’s important that your chosen keywords are tailored to your specific audience.

For instance, if you are running an ad campaign with the keyword ���Facebook fundraising��� your web page would not rank nearly as high as Facebook���s page. Instead, consider adding specifics like location-related terms to optimize your keyword strategy.油 Microsoft has analytics options that can inform your keyword decision-making.油

Tip 2: Optimize Your Landing Page

Ideal websites are built for simple user navigation and filled with relevant, educational content.

Whether you are building a website from scratch or updating a current one, keep your website users in mind as you design your landing pages. Use your Microsoft ads to guide users to specific landing pages based on their search queries. This way, potential supporters can access their desired information in a short amount of time.

Tip 3: Choose Compelling Website Imagery

Sometimes website information is best expressed visually. After all, humans process visual information much faster than written content. Incorporate infographics, images of your team, and photos of those you serve to elevate your website.

Infographics are great for educational or complex topics. For instance, an infographic showing how to participate in your fundraising campaign would be a great addition. High-quality photographs of your mission in action also help tell your nonprofit���s story. They help supporters place a face to your organization so that they can connect with you, fueling their passion.

Tip 4: Consult Microsoft���s Analytics Options

As mentioned in Tip 1, Microsoft���s analytics options offer valuable data and insights for analyzing your campaigns. Event tracking, campaign analytics, and traffic insights are all tools to measure how your supporters are interacting with your digital marketing efforts.油

Microsoft also offers keyword specifics that reveal which keywords are generating the highest conversion rates. Using these suggested keywords will enable you to reach your goals faster.

Tip 5: Set Bids Automatically

When using Microsoft Ad Grants, you will have to bid against other competitors for certain keywords. This process can be overwhelming if you do not have an automated plan in place. Microsoft offers bidding strategies that can maximize the following metrics: cost-per-click, click rate, and conversion rate. Understanding these metrics allows you to access your target cost per acquisition and return on ad spend. We recommend setting your bids automatically, so you can focus on creating campaigns instead of managing them.油

By referencing these five tips, you can leverage the Microsoft Ad Grant to form impressive and productive ad campaigns.油

What if I Need Help Managing my Microsoft Ad Grant?油

The ad grant process may sound a bit complicated, and you���re not alone in feeling this way. Many nonprofits hire an external digital marketing agency to help with management, even if it’s just to get started.油

When it comes to campaign development and grant management, agencies have lots of experience. Working with the right one can save you both time and energy. More specific benefits of partnering with an agency include:

• Website Improvement
• Account Monitoring and Reactivation
• Keyword Research and Strategy
• Ad Campaign Formulation and Tracking

Starting out with Microsoft Ad Grants can be tricky. Having an agency on your side is helpful to answer any questions or concerns.

What Are Some Other Ways I Can Reach My Fundraising Goals?

Now that you are familiar with the power of digital advertising grants, you might be considering other routes to maximize your fundraising efforts. Consider these additional fundraising strategies to use in conjunction with your ad campaign to maximize your fundraising efforts:油

Matching Gifts

are a corporate philanthropy initiative in which companies financially match donations that their employees make to nonprofits. When employees make a donation, they have an opportunity to request that their amount is matched by their employer. Usually, companies match on a 1:1 ratio, but sometimes companies can match up to a 3:1 or 4:1 ratio.

Matching gifts are an awesome opportunity for your nonprofit to receive free money! Unfortunately, employees are often unaware that their company has a matching gift policy, so many nonprofits do not reap the benefits.油

Maybe you���re thinking this program sounds too good to be true. However, corporate social responsibility is a crucial way that companies and brands maintain their positive public perception. Companies benefit from building connections with charities and nonprofit organizations, which means matching gifts are a win-win for everyone.油

Volunteer Grants

If you have never heard of, the concept is pretty simple. Volunteer grants are monetary gifts that companies offer to nonprofits where their employees regularly volunteer.油

Perhaps you have a dedicated volunteer who works with your nonprofit for 15 hours a month. If they work for a company that offers volunteer grants, their volunteer time will translate to a donation made for those hours spent!油

Volunteer grants are also known as Dollars for Doers, Matching Time Programs, Dollar for Hours Programs, and Grants for Time Programs.

Google Grants

Still considering a grant program but not sure if the Microsoft Ad Grant is right for you? As previously mentioned, Google offers a similar grant service. is a monthly program amount of $10,000 but does come with higher restriction levels.油

Let���s break the two grant programs down into some specified differences. Compared to Microsoft, Google search engines have a larger reach. On the other hand, statistically speaking, Microsoft users are older and tend to have a higher income. As previously mentioned, additional differences exist in account activation and management.油

Consider your organization���s goals and target audience to decide which program is right for you. You may end up carrying out campaigns on both platforms���this is a great way to expand your reach and increase visibility on multiple search engines.

Wrapping Up

Ad grant programs are valuable routes to jumpstart your nonprofit���s awareness campaigns. Assess your goals in order to determine which program or programs are right for you.油

Hungry for more digital marketing tips? Here are some of our recommended resources for giving statistics, digital marketing education, and even more fundraising ideas.

Wondering what the latest giving trends are? Check out these Corporate Giving Statistics to gather some insight.油

If implementing digital marketing feels like a scary mountain to climb, check out Digital Marketing Made Easy for a simplified breakdown.油

Want to learn more about other fundraising opportunities? These 15 Online Fundraising Ideas are for you!

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