Whether you’re interested in requesting donations or increasing your member base–standing out in the digital sphere is essential for organizations looking to maximize their marketing efforts. With a Google Ad Grant, 501(c)(3) organizations can leverage a large ad budget to take their online initiatives to the next level.
Read below to learn more about the grant, what it is, and how it can benefit your organization.
What is a Google Ad Grant?
The Google Ad Grant is Google’s fundraising and marketing tool granting $10,000 per month in free advertising credit to approved nonprofits and charities for them to spend on their Google ads campaign(s). It serves as a unique opportunity for most nonprofits looking to expand their fundraising and marketing efforts.
This monthly credit is automatically renewed each month under the condition that organizations maintain compliance with the Google Ad Grant strict requirement rules and regulations.
Who is eligible to receive the grant?
With the exception of schools, hospitals, and/or governmental entities, all 501(c)(3) organizations may qualify for Google grants as there is no competition in place to obtain the grant–any organization who meets the eligibility criteria and submits the application correctly can receive the grant. This is great news for charities and nonprofits who meet the criteria and navigate through the application submission process, as the grants are not limited.
Since its inception in 2003, over 100,000 nonprofits worldwide have benefited from this program and approximately 35,000 are currently enrolled. However, most of the organizations that enroll for the Google Ad grant program lose the ability to continue receiving the Google Ad grant given their lack of compliance with the program’s requirements and ad campaign quality standards. If this happens, organizations lose the grant making it challenging to reactivate.
What are the benefits of applying to receive the Google Ad Grant?
One of the main advantages of applying for this Google grant is the free advertising and marketing that nonprofit organizations receive. Nonprofit organizations are encouraged to take advantage of the Google Ad Grant. The $10,000 a month for ad spend is a great opportunity to drive more traffic to your organization’s website each month for the purpose of attracting more supporters and creating more brand awareness.
Ways Nonprofits Can Take Advantage of Google Ad Grants
Nonprofits can use Google Ad Grants to their advantage in the following ways:
- Tap into a broader donor database
Collect information from potential donors through a contact form, newsletter, or provide them with an opportunity to request access to more resources provided by your organization
- Increase your chances of receiving donations
Enhance your marketing efforts by requesting donations from current and potential future donors
- Encourage a call to action
Advocate for causes you want your members to support by having them sign a petition, among others.
- Make your mission known to a larger audience
Inform the public about services your organization provides
- Maximize recruitment efforts
Help keep your organization running by recruiting members, supporters, and volunteers
- Announcing meetings and events
Update your audience on upcoming community-wide meetings and events
Is the Google Grant Program Relevant Only for Larger Scale Nonprofits and Charities?
Nonprofit organizations large or small can apply to the Google Grant program. Both types of organizations have a lot to gain from the benefits offered through the Google Ad grant. Whether the goal is to increase web traffic, or request donations from your audience – The Google Ad Grant is made for charities and nonprofits of all shapes and sizes.
One of the main determining points for effectiveness is whether the organization requesting the Google Ad Grant currently has content in place that supports their mission statement, resonates with the target audience, and encourages people to take action by clicking to learn more.
How Do I Know if My Organization is Eligible to Receive a Google Grant?
The main requirement for 501(c)(3) organizations in the United States is that a tax exempt status has been received from the IRS. Additionally, other requirements include:
- Your organization may not be or function as a governmental body, an educational institution, or a hospital
- Your organization must agree to and abide by the terms of service stipulated in relation to Google Ads and Google for Nonprofits
- The organization website cannot be under a different entity’s domain or be on a third-party site like Facebook, and must ensure their site is hosted on a separate domain name
- Websites must contain a SSL certificate
Any nonprofit organization or charity in the United States can apply and qualify for the Google Ad grant as long as they meet the above eligibility criteria.
What is the Process of Applying for a Google Grant?
A number of steps must be completed prior to applying for the Google Ad grant. To ensure you meet all the requirements, it might be essential to hire a professional.
9Marketing, a certified Google Partner, is here to help streamline this process on every step of the way through a Google Grants application assistance and management service.
By utilizing their service, your organization will benefit from industry experts who can shed insight and proactively take the process by storm.
If you would like to apply for the Google Ad Grant application yourself, check out the essential steps that are necessary to take:
- Register the charity with TechSoup.org
- Receive a validation token from TechSoup for your Google for Nonprofits registration
- Enroll in Google for Nonprofits
- Set up Google Analytics on your website
- Apply for Google Grants by using the Google Grants application form
Keep in mind the waiting time throughout the process, but as soon as your application gets accepted–enjoy the perks of up to $10,000 each month in Google Ads and take your organization to the next level.
9Marketing Application Management and Account Maintenance
There’s a whole lot of technical jargon when it comes to understanding the ins and outs of how to use Google Ads and make sure it is abiding by all of the standards associated with the Google Ad grant.
In order to ensure proper upkeep of your ads account, it is better to defer to the expertise of a professional marketer as opposed to providing Google with full control.
With 9Marketing verified marketing experts and certified Google Partners, you can rest assured all the boxes will be checked when it comes to the step-by-step process of overseeing your Google Ads account.
9Marketing can help manage your Google Ad Grant application process and also provide account maintenance after receiving the grant.
Leave the hard work to 9Marketing and get started with your Google Ad Grant application process so you can focus on the rest!