It may be no secret that Google is giving away $10,000 per month in free Google Ads to nonprofits but many are still not taking full advantage of the opportunity.
Daniela Larsen, who leads both a for-profit marketing agency called Navanas Agency and a nonprofit called the Navanas Institute doing economic development work and education online and around the world, shares insights on how to get and use the monthly grant.
Daniela says most active nonprofits qualify. View eligibility details here. The basic guidelines require that you have a substantive website and that you be a legitimate nonprofit. Hospitals and universities are not eligible.
Be sure to watch the entire interview with Daniela at the top of this article to get all of her insights.
Nonprofits must use ’em or lose ’em. If you don’t actively use the grants, Google will cancel the account. There are other rules for use, mostly aimed at ensuring that the ads benefit your nonprofit–and not a corporate sponsor or partner. What a great program! Google really wants you to take full advantage.
The program gives a nonprofit a daily Adwords budget that represents about 1/30th of the $10,000, Daniela says. Adwords is Google’s advertising platform. Advertisers bid on words and phrases. The grant only allows bids up to $2.00 per word.
Many nonprofits lack the skills to take full advantage of the program and so they let these funds go to waste. Navanas Agency helps nonprofits take full advantage, with advisory fees as low as $500 per month.
There are a variety of tools available online to help you learn how to utilize Google Adwords, so even if you don’t know how today, check Udemy or Youtube for instructions and you can become proficient.
Daniela suggests using a strategy to maximize the return on the $10,000. For example, she explained that one nonprofit that provides sight-restoring surgeries that cost just $25 in the developing world did an effective Father’s Day promotion.
The nonprofit got donors to give their father a gift of someone else’s sight, making Dad a hero for Father’s Day. Making the donor, or in this case the gift recipient, a hero is a powerful way to build a relationship.
In a nutshell, nonprofits can quickly apply and qualify for $10,000 per month of free Google Adwords. With a little, affordable help, any nonprofit should be able to utilize these funds effectively to attract donations and expand its impact.
Daniela has seen the explosive impact non profits can have when they treat themselves like a business and take marketing seriously. She has worked with many non profits to create revenue generating campaigns using email marketing, video, social media and expeditions to create sustainable revenue. She serves on the boards of Small Candles, The Hutchings Natural History Museum, Skymaster’s Wildlife Foundation and MIT Ghana. She is passionate about creating and distributing education that make the world a better place with current projects in Nepal, Madagascar, Kenya and Ghana. Daniela and her husband Nathan have 5 children. They “worldschool” their family by traveling broadly, learning online from the world’s best mentors and teaching other families how to do the same.
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Devin is a journalist, author and corporate social responsibility speaker who calls himself a champion of social good. With a goal to help solve some of the world’s biggest problems by 2045, he focuses on telling the stories of those who are leading the way! Learn more at DevinThorpe.com!