Internet Marketing April 27th, 2017
Digital marketing for non profits can be tough. How do you advertise without any money? To raise awareness and lift overall traffic and donations can take a substantial amount of money for any business. However, when a company solely relies on awareness to stay afloat, there’s a lot at stake.
In this 5 part mini series, we’ll go through different tactics that you can use to market your charitable organization without breaking the bank.
Many organizations don’t want to use pay-per-click advertising for the reason that it is… pay-per-click. Paying for each click? No, thank you. But, what a lot of charities aren’t aware of is that Google AdWords offers grants of up to $10,000 USD a month for non profit organizations.
Of course, Google isn’t just throwing money away — nonprofits have to go through an application process. In order to be eligible, nonprofits must hold a valid charity status, acknowledge Google’s certifications for nondiscrimination, and have donation receipts. Nonprofits must also have a live website with a strong amount of content, as you are driving users to your website after an ad is clicked.
Specifically, for Canadian charities and nonprofit organizations, you must also hold an account with Techsoup. Techsoup is a great program that enables charities and nonprofits to have access to a wide range of different technologies and learning resources. Whether you are looking for an AdWords grant or not, this is a resource I strongly encourage using. Techsoup will help validate your AdWords grant account and verify that you have the charitable status that the AdWords grant requires. There is no cost to registering for a Techsoup account, and it will only take up to 48 hours to be verified once all the information is completely filled out.
It’s important to note here that there are certain organizations that are not eligible for AdWords Grants. For example, government organizations, hospitals and medical groups, and schools are not able to receive this grant.
To start the application process through AdWords, proceed to Google’s application page.
Once the application process is complete and you’ve been approved to move forward, there are two types of accounts that you can proceed with:
There are some limitations with using Google Ad Grants. Some of the terms include:
You must also follow a few rules to stay qualified each month for the grant:
Google Ad Grants are a great offering for any non-profit organization that has a tight budget and is looking to get started with advertising and create brand awareness. We have seen great successes with a number of non-profit organizations spreading their cause with the Google Ad Grant system.
For part two of this mini series, I’ll be discussing social media tactics for nonprofits. Stay tuned!