The Simplicity and Impact of Google Ad Grants, and How to Get It

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The Simplicity and Impact of Google Ad Grants, and How to Get It

by | May 10, 2024 | Tips

Tags: Tips, Non-profit

The Simplicity and Impact of Google Ad Grants, and How to Get It

By: Dani Vachon    //    Posted on: 05-10-2024

Working in a nonprofit, you know all too well the challenges of getting your voice heard amidst tight budgets and financial constraints. That’s where Google steps in to lift some of that weight off your shoulders. With the revolutionary Google for Nonprofits program, you gain access to tools and resources designed to amplify your impact significantly. A key feature is Google Ad Grants, which offers up to $10,000 per month in free advertising on Google Search to eligible organizations like yours. In this blog post, we’ll unpack the simplicity and effectiveness of the Google Ad Grants and show you exactly how to tap into this opportunity, helping your nonprofit reach its full potential.


Understanding Google for Nonprofits

Google for Nonprofits isn’t just a service; it’s a comprehensive suite designed to tackle common challenges faced by nonprofits, including donor and volunteer acquisition, efficiency in operations, and encouraging supporter action. The program is available in more than 65 countries, offering a variety of tools tailored to nonprofit needs. Here’s a rundown of each tool that comes with the platform:


1. Google Workspace for Nonprofits

Functionality: Google Workspace for Nonprofits provides access to a suite of productivity and collaboration tools that are essential in today’s digital workspace. It includes:

  • Gmail: Custom email addresses that match your nonprofit’s domain, enhancing your organization’s professionalism and branding
  • Google Docs, Sheets, and Slides: Real-time collaboration on documents, spreadsheets, and presentations, allowing teams to work together seamlessly from anywhere in the world
  • Google Calendar: An integrated calendar system that helps in scheduling and sharing upcoming events, deadlines, and reminders across your organization
  • Google Meet: Secure video conferencing that can support up to 100 participants, making it easier to hold meetings, webinars, and training sessions remotely

Why it’s useful: This suite of tools helps nonprofits operate more efficiently by enhancing communication and facilitating collaboration among team members. Having all these tools in one integrated platform reduces the need for multiple software solutions and simplifies IT administration.


2. Google Ad Grants

Functionality: Google Ad Grants offers nonprofits up to $10,000 per month in in-kind advertising on Google Search. Nonprofits can create text-based ads that appear in search results when users search for keywords related to their cause.

Why it’s useful: This grant allows nonprofits to reach a wider audience by appearing prominently in search results, helping them increase awareness, attract more donations, attract volunteers, and drive more visits to their website. Since it’s performance-based, organizations can refine their strategies based on the effectiveness of different keywords and ads, ensuring they get the most out of the grant.


3. YouTube Nonprofit Program

Functionality: The YouTube Nonprofit Program helps organizations leverage video content to tell their stories and connect with viewers on a personal level. This includes access to:

  • Link Anywhere Cards: These allow viewers to click through to a nonprofit’s website directly from a video, making it easier to drive action
  • YouTube Giving: Features that facilitate fundraising directly through the platform
  • Creator Academy: Tailored lessons to help nonprofits maximize their use of YouTube for storytelling and engagement

Why it’s useful: Video is a powerful medium for storytelling, and YouTube’s vast audience can significantly expand a nonprofit’s reach. This program provides tools not just for broadcasting content but also for engaging with viewers and converting them into supporters and donors.


4. Google Maps Platform

Functionality:  Google Maps Platform offers tools to create custom maps and manage location data. Nonprofits can use these features to:

  • Visualize data: Display data on custom maps, such as locations of community services, events, or areas impacted by their work
  • Track resources: Manage and share information about resource deployment and program locations with stakeholders

Why it’s useful: Maps are an effective way to communicate complex data visually and contextually. For nonprofits, this can mean better showcasing their impact, improving operations, and even storytelling to stakeholders and donors about where and how their efforts are making a difference.

Each of these Google for Nonprofits tools offers unique benefits that can help a nonprofit operate more efficiently and effectively, making the most of their limited resources while maximizing impact. Even though you might not use all these tools regularly, it’s still important to understand what comes along with the package.


Volunteer young man working on his laptop. There are boxes around him labeled as donations.

Benefits across the board

Each tool in the Google for Nonprofits suite is crafted to make your day-to-day operations smoother and elevate your visibility. For example, Google Workspace provides unlimited email addresses under your domain, streamlining how you communicate. Meanwhile, the YouTube Nonprofit Program opens up incredible opportunities for fundraising and engaging with a vast global audience. Depending on your nonprofit’s size and needs, integrating your operations with Google’s ecosystem could be a game changer.

A little insight from our own experience: We run much of our agency’s infrastructure on Google Workspace, and we absolutely love it! So, we might be a bit biased, but we’re excited to share the benefits we’ve seen with you!


How to obtain Google Ad Grants

Step 1: Apply for Google for Nonprofits

First, verify if your nonprofit is eligible for the program. Your organization must hold valid charity status and should not be a governmental entity, health care organization, or an educational institution. Begin the application process here, ensuring you meet the criteria listed for your country.

Step 2: Activate Google Ad Grants

Once your Google for Nonprofits application is approved, sign into your account and navigate to “Activate Products”. Here, you will select the Google Ad Grants option and submit your organization for review by completing the necessary forms.

Step 3: Launch your ad campaign

After your Ad Grants activation is approved, you’ll receive an invitation to your Ad Grants account. Follow the provided video tutorials to set up and launch your first advertising campaign, maximizing your monthly grant to increase visibility and drive impactful actions.


Tips for a successful Google Ads campaign

  • Keyword research: Use relevant and high-traffic keywords to ensure your ads reach the intended audience.
  • Ad copy: Write compelling ad copy that clearly communicates the value of your cause.
  • Tracking and analytics: Set up tracking to measure ad performance and user engagement, adjusting strategies as needed.

Google for Nonprofits, particularly through its Ad Grants, offers a powerful platform for nonprofits to amplify their message and mission. By effectively using these tools, you can significantly increase your organization’s online presence, attract new donors, and further your impact.


Four persons wearing green shirts placing groceries in boxes

Ready to amplify your impact with Google for Nonprofits?

Navigating the world of digital tools can be tricky, but you don’t have to do it alone. If the potential of Google for Nonprofits sounds exciting but a little overwhelming, we’re here to help!

Our team is passionate about empowering nonprofits like yours to leverage these fantastic resources. From setting up Google Workspace to launching a compelling Google Ad Grants campaign, we can guide you through each step.

Reach out to us today, and let’s work together to maximize your organization’s reach and impact. With a little help, you can harness the full power of Google for Nonprofits to not only meet but exceed your digital strategy goals. We’re just a call or click away, ready to support your journey towards making an even bigger difference in the world. Let’s get started!

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