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Today I am writing for a different reason. My goal is to draw the attention of all non-profit organizations out there, regarding available advertising grants from Google. Google defines it as “unique in-kind donation program awarding free AdWords advertising to select charitable organizations which can be used it in a variety of ways, including general outreach, fundraising activities, and recruitment of volunteers.” It goes a long way for non-profits by helping them promote their websites via advertising on Google. About 70% of web searches happen on Google. So it is one of the most powerful online medium to advertise your organization’s goals & objectives.

Google explains the program very clearly here. But in case you feel lost going through all pages of information, here are some questions that came up during my brief discussions with a few non-profits so far and I’ve attempted to break them down and simplify it for the more general audience.

What is advertising with Google ?

For  those of you not aware of how to advertise with Google, there is a platform called Google Adwords that utilizes any search done on keywords related to your organization and serves your ad next to relevant Google search results under the Sponsored Links section. A click on your ad takes users directly to your website.

So, instead of looking for an audience, you pretty much have audience looking for because you’ve created a relevant ad and chosen relevant keywords to describe your efforts!

The ads on the top & the sides are all paid ads. You can see how in the above instance Expedia ads have been served against a search term “travel”. The organic search results are on the left hand side. But since Expedia also spends on Google Advertising through Google Adwords, the ads are served as sponsored links. Once someone clicks on the sponsored links, Expedia will have to pay for that click. Hence the name Pay-Per-Click (PPC). In this example Expedia was bidding on the keyword “travel”. All such bid managements, ad copy creation, keyword selection & insertions, as well as any campaign management for online advertising on Google is done through Adwords.  There are several ways to optimally manage spend and attract conversions from Adwords bid management. One of them is local targeting. Local targeting could be ideal for local non-profits to narrow down on their audience.

Why would Google give away money?

Here it is in Google’s own words-  “Google Grants is a unique in-kind donation program awarding free AdWords advertising to select charitable organizations. We support organizations sharing our philosophy of community service to help the world in areas such as science and technology, education, global public health, the environment, youth advocacy, and the arts.”

How much is the grant ?

• Once selected, your organization can receive up to $329 per day fund allocation for spending on Adwords, thus receiving up to $10000 per month in free advertising, without having to pay any amount to Google.
• If your account consistently reaches the $10,000 per month cap, you may be eligible to apply for a $40,000 per month cap with additional services.

How long does it take for Google to approve or reject the application?

Once your application has been submitted, Google will confirm if you are eligible and start to review your application. As per Google’s website, they inform the applicants within “four months or less” whether or not you will receive a Google Grant award.

How long will the funds be available?

Google requires organizations to be actively engaged in their Google Grants AdWords account. As long as your organization is actively managing the account, adhering to the program guidelines, and making the most of the award, you shall continue to remain in the Google Grants program. There is no set end date for your grant and no need to re-apply at any time.

Who is eligible?

Organizations must have current 501(c)(3) status, as assigned by the Internal Revenue Service, to be considered for a Google Grant.

Eligible non-profits include, but are not limited to, organizations that serve communities in art, education, health, science & technology, and volunteerism.

Ineligible non-profits include, but are not limited to, those whose websites or missions are identified in the “Restrictions” below.

Restrictions

• Commercial / Goods and Services
  • Car, boat and real estate donation websites
  • Websites with a primary focus on selling goods, products or services
  • Organizations generating more than 50% earned, commercial revenue
  • Consumer credit counseling
• Communities and Groups
  • Programs requiring membership and/or providing benefit solely to members, such as clubs, sports teams, alumni, networking and other membership organizations
  • Religious content or proselytizing on website as well as organizations that use religion or sexual orientation as factor in hiring or populations served
  • Groups serving a primarily political function such as lobbying, think tanks and special interests
• Other
  • Promotion of illegal or disruptive tactics
  • Websites serving solely as a portal or directory
  • Websites participating in Google AdSense program

Our non-profit is very small compared to the size of some other non-profits in the Country or even the State we are in. So why would Google even consider us?

There are currently no trends in terms of types or sizes of non-profits availing the grants and is dependent on a number of variables. Size or extent of reach or money power of a non-profit doesn’t seem to be included in that list.

Is there any value with advertising online since we cater to a demography where web is not a popular medium?

Any advertisement is most effective when targeted to the decision makers. It does not necessarily have to be the same audience that you serve as a non-profit. Think about who takes the decision on their behalf. Majority of the time it’s somebody else other than the exact demography you are serving. It makes a lot more sense to target your ads to the decision makers, who are, in all probability, looking for constant information to make the right decision and will click on your ads if they are relevant to their needs.

How to apply?

• Here is the application form .
• You will know that your application was received when you see a “Thank you” page and receive an automated verification email from Google.
• Your application is more likely to be successful if you have a basic understanding of Google Grants and Google AdWords. Ask for outside consultant help if you feel the need. It’s completely worth it. ( Full disclosure – We manage Adwords accounts on behalf of several organizations through Curve Trends Marketing)
• In your application, you’ll be asked to provide sample keywords, ad copy, and a brief statement about how your organization will benefit from participating in the Google Grants program.

My earnest hope is that all non-profits who are forced to cut back on their reach and hence the good work they deliver , due to shrinking or non-available marketing budget, will avail this grant and make the most of it to deliver the best possible results to those who need it the most.

With hope,

Bibi