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What is Google Grants?

Google Grants is the nonprofit version of Google AdWords, which displays your ad to people who are searching on Google. See below to learn more details about this program and how to quality.

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You'll Get A Monthly Budget

Qualifying nonprofits receive $10,000 in free online advertising (Google Ads) credit each month from Google, with a maximum daily budget of $329.
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You'll Get A Yearly Budget

By actively managing your account, you'll continue to receive the $10,000 credit each month without ever needing to reapply. This is $120,000 annually in free Google Ads!
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You'll Get Approved

Most nonprofits will be eligible for the Google Grant program. Typically, it takes around 2-3 weeks to get approved.
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You'll Increase Your Clicks

Get more clicks per month to your website! When a user clicks on your ad the CPC (cost per click) is deducted from your monthly budget of $10,000.
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You'll Have A Fixed Budget

There’s no need to worry about going over budget—once you've used up your free $10,000 for the month, your ads will stop running until next month.
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You'll Have No Minimum Spend

No need to worry about spending a minimum amount per month—as long as your active, you'll continue to receive the $10,000 credit each month!
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Eligibility:

Take a look below to find out if your nonprofit is eligible for Google Grants. You must:

  • Hold current 501c3 charity status and apply for Google for Nonprofits. Government organizations, hospitals and medical groups, childcare centers and academic institutions are not eligible.
  • Agree to Google Grants' terms and conditions.
  • Have a live website with substantial content that meetings Google's website policy.
  • After enrolled in Google for Nonprofits, your organization must get approved through the pre-qualification process.
  • To maintain eligibility your organization must abide by the program policies.
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How it Works

Your ad will display on Google pages (these are the ads we all see when searching on Google). Ads will always display higher than organic listings (non-ads). After someone clicks on your ad and they are taken to your website to learn more about your mission and programs.

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How to properly use Google Grants

Google Grants is a valuable tool for bringing potential new supporters to your website. With our Google Grants management service we will help you get the most out of your Google Grant.

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Attract

Use Google Grants to attract the right kind visitors back to your website.
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Convert

Design a high performing landing page to collect a user's name and email.
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Nurture

Provide nurturing content designed to build a relationship with the user.
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Close

Ask users to get involved with your nonprofit at the appropriate time.

1. Make sure you have the right ads

When a user searches a phrase relevant to the ad you’ve created, your ad will appear on the page of their search result. That user will click on your ad, which will take them to your website (landing page).

Note: Most Google Grants traffic represents first time visitors to your site, who will usually not donate immediately to a nonprofit they have never heard of before. The first click is just the beginning!

2. Use custom landing pages

Users will join your email list if you can provide great value—such as interesting stories or important information—in return. At a minimum, your landing page should collect the user's name and email.

conversions not clicks
conversions not clicks

3. Emails are forever

Receiving an opt-in is your first step to building long lasting donor relationships - remember most people don't change their email address (I've had the same email for almost 10 years. How about you?).

Ideally, you should not send any donation solicitations until you've provided enough content that is relevant to the user’s original interest in your work, identified through the search phrase that landed them on your ad.

4. Be a pro at sending emails

Google Grants will bring in emails subscribers every month (our best account generates around 1,500-2,000 emails every month) - if that's the strategy you choose. Your goal should be to create an automation.

After you've established a relationship through engaging and informative emails, you can ask subscribers to support your efforts as a recurring donor, joining you on social media, or attend one of your events. The possibilities are endless.

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How automation works with Google Grants

Automation allows you to create an email sequence that automatically emails your potential donor and moves them further down the donor funnel. With email automation t's all about testing, evaluating, pivoting, and retesting. It might take you some practice to perfect the right automation that works for your nonprofit - no two automations are the same (sorry templates) - but once you find the right combination this perfectly oiled machine will run itself for years to come.

We recommend using Active Campaign - their offer easy automation and it replaces your current newsletter service (MailChimp, Constant Contact, etc.) and charities receive 20% off.

Tom Subscribes to Your Newsletter
He found your nonprofit through your Google Grant Ad
February 1st
The relationship with Tom grows stronger
On average, a user will trust a nonprofit after 4-8 weeks
Emails will be sent every Friday
Tom starts receiving a weekly email or bi-weekly, monthly, etc. - you decide.
He'll receive emails that will build a relationship with your org.
February 10th
Tom is asked to get involved
By this time he'll feel confident and donate to your cause
March 31st