Giant companies often express their willingness to get involved in pressing social problems and lend a helping hand to those in need. Google is one of the best examples illustrating this particular situation.
Google Grants is offering AdWord dollars of $10,000 per month to any 501(c)3 organization that qualifies for the program. Unlike other multi-billion dollar players that just put a certain amount of money on the table to support a specific cause, Google is embracing a much more beneficial approach.
“Give a man a fish and you’ll feed him for one day. Teach a man to fish and you’ll feed him for a lifetime.” Apparently, Google gives a new meaning to this old elementary principle. It offers non-profit organizations the chance to reach their fundraising objectives in no time, by connecting with a broader, deep-pocketed audience. Moreover, Google teaches organizations for to fish for more and more donors and supporters and how to boost their online popularity and influence the easy way, without spending a dime out of their own pockets. So where’s the catch?
In this case, there is no catch. Driven by philanthropic goals, Google wants to help change the world one-step at a time. Google AdWords, the well-liked advertising tool, has a non-profit version entitled Google ad Grants, created to empower non-profits that don’t have the means to promote their own initiatives in a highly effective manner.
Google is giving them the chance to profit from $10,000 per month in AdWords advertising. This generous contribution would allow organizations to take their mission to the next level and bring their most recent goals and accomplishments into the spotlight on Google.com.
Could Your Organization Make the Most of Google’s Generosity?
Google knows how to bring your organization on page 1 fast and with minimal effort. The question is this: is your organization eligible for this program? To experience the benefits triggered by Google’s Ad Grants program, non-profits should meet a few basic conditions.
1) They should display valid and current charity status (U.S.-based organizations eligible for this program should have a current and valid 501(c)(3)status.
2) They should take into consideration and comply with the program’s required certifications that shed some light on important matters such as donation receipt and utilization and nondiscrimination.
3) They should be able to count on a fully functional, properly optimized website displaying premium content. Think that Google would offer its unconditional support to a non-profit that still relies on manipulative, black hat SEO practices to rank higher in search engine results and attract visitors and potential donors? Think again. Organizations will definitely have to boost their SEO efforts to become and stay friends with Google.
What Does Google Actually Put on the Table?
The good news is that organizations with a 501(c)3 status can apply for free. As tempting as this opportunity may seem, some might be wondering: what is Google actually promising to eligible non-profits? The offer is simply too good to pass up and it includes the following:
· Free, highly beneficial online exposure for your non-profit
· $330 on a daily basis that should be spent on Google ads
· The chance to apply for cost-free, attention-grabbing YouTube ads
· Text ads displayed on Google.com
For How Long Could I Stay Under Google’s Protective Wing?
Need another reason to join this program? If so, note that Google isn’t offering a one-time prize to 501(c)3 organizations. Google is actually determined to support their growth as long as they play by the book and comply with its set of guidelines and requirements.
Google is kind enough to clarity things. In order to maintain their eligibility, organizations should respect a few basic rules
a) They should link their ads only to one non-profit website URL
b) They should manage their AdWords accounts regularly and highlight their commitments and their involvement by logging in on a monthly basis
c) They should create and run ads that reflect their mission; ads should be developed around popular keywords that are relevant to their cause
d) Commercial advertising is not a part of this program; in care a non-profit seeks to sell goods, 100% of the funds obtained though this method should be directed towards this program
e) Non-profits shouldn’t create or promote ads that promote financial products (credit cards, mortgages, and so on) or ads that encourage any type of property donations.
f) While profiting from Google’s support via its Ads Grant program, participants cannot rely on Google AdSense ads.
Non-profits that fail to comply with this set of conditions are immediately removed from this program and miss out on the opportunity to enhance their online visibility, raise more money and attract a larger pool of backers by counting on Google’s philanthropy.
Could Your Non-Profit Live up to Google’s Expectations on Its Own?
This is a tricky question. In most cases, even well organized, organizations run by Internet-savvy leaders will need assistance from an agency capable of running the AdWords for them so that they don’t waste their money.
After all, numerous things should be taken into consideration: from on-site optimization to the management of keyword-targeted campaigns. Their site should be impeccable and properly optimized. Their content should be high quality, reader-oriented, engaging, and relevant to their mission. Their promotion campaigns should be developed according to Google’s exact specifications. All these assignments require a considerable amount of time and extensive knowledge.
Non-profit representatives will also want to ensure that they have an agency specialized in search engine optimization (SEO) and search engine marketing (SEM) that is capable of updating their website to improve optimizations whether the organization is going for donations, volunteers, or is pursuing a different goal.
Beyond optimizations, they will most likely have to collaborate with an agency that could enable them handle the tracking code for their website, so they understand how their campaign is performing.
This is precisely why non-profits should count on the support of a Google-certified full-service agency that could help them manage their Google account in a cost and time-effective manner. By following this path, they would maximize their gains and minimize their effort. Instead of wandering in the dark, they would be guided by experts who know how to attain the most ambitious SEM goals.