3 Things Every Nonprofit Needs to Know About Google Grants

By eleventy marketing group

Google Gift1For nonprofit organizations, there’s a great online marketing opportunity you may not know about. It’s sitting there like a present, wrapped up and waiting to be opened. If you look at the tag, you’ll find this gift comes from one of the Web’s biggest names: Google. What is this mysterious bounty?

It’s called Google Grants. It’s a program to help give nonprofits a lift in the online space. This program can put thousands of dollars of free advertising in your pocket every month. It’s a great opportunity—and one a lot more nonprofit organizations should be seizing.

In today’s blog, we’ll give you the lowdown on Google Grants and tell you how and why your nonprofit should be taking advantage of this golden online marketing opportunity.

Nonprofits can get $10,000/month in Google Grants

The Google Grants program is pretty simple. Essentially, Google give you credits to spend on Google advertising. Just like any other grant you would receive, it’s a way for you to take action and accomplish a goal without bearing the financial burden.

What is the Google Grants program?

Google Grants is the nonprofit edition of AdWords, Google’s online advertising tool. Google Grants empowers nonprofit organizations, through $10,000 per month in in-kind AdWords™ advertising, to promote their missions and initiatives on Google.com.

For nonprofit organizations that haven’t used Google advertising before, here’s a quick primer: You choose keywords you want to advertise on, create short ads, and when people search for those keywords your ad appears on the results page. Nonprofit ads will generally appear on the right side of a search results page. (To learn more about Google ads, see our post Everything You Always Wanted to Know About Paid Search).

What does a Google ad look like?

Shop and Fight AIDS
Our Red Ribbon Collection has
Unique Gifts for a Great Cause.

Google has a few stipulations for nonprofits receiving Grants. They include:

  • Your daily budget can’t be higher than $330/day (equivalent to $10,000/month)
  • Your maximum cost per click cannot exceed $2.00
  • You can only run keyword-targeted campaigns
  • You can only run text ads
  • Your ads will only appear on Google.com

A couple other quick notes on Google Grant ads:

  • Your ads must link to a page on your website
  • The keywords you target must be relevant to your programs or services

Don’t let the rules and regulations confuse or discourage you. They’re pretty minor in the grand scheme. Remember, we are talking about free advertising on Google here.

Google Grants will increase your online exposure

What are the benefits for your nonprofit organization of using Google Grants? Along with getting a key online marketing service many organizations shell out a lot of money for (to the tune of $100 million in profits for Google every day) at no cost, the benefits of Google Grants for your nonprofit are essentially threefold:

Increase your website traffic – By advertising on Google, you’ll get more visits to your website. That means more people who will learn about your organization and potentially become volunteers or donors.

Increase your brand awareness – By advertising on Google, more people will see the name of your nonprofit, get a quick glimpse of what you do and (hopefully) want to learn more about your organization. A pretty basic rule of thumb in marketing: the more people who know about you, the better.

Increase your online donations – By advertising on Google, the goal is not only to increase the number of people who will learn about your organization and the work you do but also compel them to take action. The beauty of the Web is that action (in this case, making a donation) is just a click away.

Most U.S. nonprofits are eligible for Google Grants

Now that you know the details and the potential benefits, it’s time to get started. If you’re interested in testing out Google Grants for your nonprofit organization—and getting up to $10,000 in free monthly advertising on Google—you need to apply.

To apply for Google Grants, you must meet these requirements:

  • Your nonprofit must hold current 501(c)(3) status, as determined by the U.S. Internal Revenue Service
  • Your nonprofit must be located in the United States

These types of organizations are NOT eligible for Google Grants:

  • Governmental entities and organizations
  • Hospitals and health care organizations
  • Schools, childcare centers, academic institutions and universities

If your nonprofit meets the requirements and is not one of the organizations listed above, you are eligible for Google Grants. To get started, you need to fill out an application for Google Nonprofits (the Google Grants program is an arm of Google Nonprofits, which offers other benefits for nonprofits as well).

To apply for Google Grants:

  1. Log in with a Google account (if you don’t have one, you can create one)
  2. Go to Google for Nonprofits, and complete the application
  3. After being approved for Google for Nonprofits, you’ll be able to return to the site and enroll in products—including Google Grants

That’s everything you need to know. Good luck and enjoy your free Google ads!

Need help applying for Google Grants? We’re happy to answer any questions or assist your nonprofit in any way we can. Contact eleventy for help with Google Grants now.