Over the years, I’ve worked with dozens of nonprofits, and regardless of their cause or size of their organization, many of them struggle with outreach to donors and volunteers.
The conventional wisdom is often is that nonprofits don’t have the time, staff, or budget required to consistently and effectively reach their target audience. While it’s true that any good marketing requires some effort, there are several programs available to nonprofits, which can make a world of difference.
- Google Ad Grants account, which provides up to $10k/month ($329/day) in paid search ads. These are the all-text ads that appear at the top of the search engine results page when you search for something on Google. Typically, with for-profit businesses who are running paid search ads, each ad click could cost somewhere in the $1-5 range (or even more expensive depending on the industry).
Since the cost of each ad click is money going to Google anyway (it’s how they’ve made their billions!), giving nonprofits an in-kind budget allowance of $10k/month is pretty easy for them to do. However, for the nonprofits I work with, they’re ecstatic to have this budget since it can translate to more website traffic, more awareness, and more donors or volunteers for their organizations.
- G Suite for Nonprofits account for the entire organization, which includes Gmail, Google Calendar, Google Drive (Docs, Sheets, Slides, etc.), and Google Meet screen sharing and conference calls.
- At Causeway Digital and The Happy Beast, I already use G Suite and happily pay Google $6/user/month for all these services. However, with the Google for Nonprofits program, you get everything for free.
- G Suite for Nonprofits also allows you to have an unlimited number of email addresses at your own domain name (e.g. [email protected]) which can be nicer and more professional than a standard, free Gmail address.
Applying to the program and getting everything set up does take some time and effort, but depending on how digitally savvy you or another team member is, the process is pretty straightforward. Or if you’re overwhelmed by this sort of thing, just shoot me an email and I’m happy to provide an estimate and talk through opportunities.
Long story short, for the ongoing benefits it can provide, applying to the Google for Nonprofits program is my top recommendation for any nonprofit.