Welcome to the newest column on Businessing Magazine, where we will talk about all things related to nonprofit marketing! Helping nonprofit organizations get the word out about their causes is a passion of mine. I love working with nonprofit leaders and opening their eyes to new ways of growing their organizations in an increasingly digital world.
At my company, Beeline, Inc., we work with nonprofit leaders on all aspects of marketing, but one of our main services is Google Ad Grant management for nonprofits. The Google Ad Grant is, in a nutshell, a program that provides free advertising on Google to qualifying nonprofits. Nonprofits can receive advertising valued at up to $10,000 per month with a Google Ad Grant!
The Google Ad Grants program has been around for more than 20 years now, but there are still plenty of nonprofit leaders who have never heard of it, much less taken advantage of it. For those who have heard of it but still haven’t applied for the grant, I suspect that some of them equate advertising with “sales,” and they don’t think of themselves as being in the business of making sales. Others may have just put the application process to the side to focus on all the other things that go into running a nonprofit organization. Still others may think running Google Ads is too complicated.
If any of these situations apply to you and your nonprofit organization, let me clear up a few misconceptions:
Google Ads Aren’t Just for Companies Trying to Make Sales
If you are someone who equates advertising with sales, you need to broaden your thinking about Google Ads. In the nonprofit world, Google Ads can be effective in raising awareness about a cause, attracting new supporters, providing information about the resources you provide, or even fundraising.
An effective Google Ad campaign is all about having clear goals. You have to decide who you want to attract to your nonprofit’s website through Google Ads and what you want them to learn or do once they get there. Your goal might be to increase the number of subscribers to your email list, grow your volunteer base, increase the number of people who use your services, or increase turnout at your events.
A Google Ad campaign, when managed efficiently, can be a great tool for nonprofits large and small!
Google Ad Grant Management Doesn’t Have to Consume All of Your Working Hours
What if no one at your nonprofit organization knows anything about running a Google Ad campaign? Should you still apply for a Google Ad Grant? Yes! You just might need to enlist a little help.
If no one on your team has the time or desire to learn about Google Ads and how to use them effectively, you might want to consider working with a company that specializes in Google Ad Grant management for nonprofits. A company like this can help you apply for the grant, and then, once you have been approved to receive the free advertising from Google, they can also help you come up with a plan for how to make the best use of it.
At Beeline, we provide as much support as a nonprofit needs. For some of our clients, we manage their entire Google Ad campaigns—from strategizing, to crafting ads, to tracking the ads’ performance. For others, we help them get their campaigns started and then they take it from there.
You Don’t Need to Be an Expert in Running Google Ads to Take Advantage of the Grant
As someone who leads or works for a nonprofit, you are probably considered an expert at what you do. But that expertise doesn’t necessarily translate into all areas of running a nonprofit.
Let’s be honest—the world of Google can be a bit overwhelming. Using Google Ads to your organization’s advantage takes a special kind of expertise.
It isn’t a sign of weakness to decide to outsource tasks, such as marketing, to someone else. In fact, it can actually be one of the smartest moves you can make—and a great use of funds! The money you spend on Google Ad management can have a great return on investment, both in terms of increased donations and other benefits to your nonprofit. If you truly believe in your cause and want to see your nonprofit grow, you may need to invest some money to help get the word out.
If your organization hasn’t taken advantage of the Google Ad Grant for nonprofits, you are leaving a valuable resource on the table!
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