Being active online is crucial for public benefit organizations today, yet few of them choose to invest in paid online advertising. In doing so, they lose the opportunity to reach many people who might be ready to support their mission — volunteers, donors, or even those looking to donate 1% of their income tax. So how can foundations that lack the funds for such efforts advertise themselves? Grant programs for non-profit organizations offered by Google services can be of help in this case.

Any public benefit organization seeking support for its online marketing efforts should first consider the Ad Grants program offered by Google. This American giant is particularly generous in its support, offering up to $10,000 per month for text ads in their search network, managed under conditions similar to those for commercial users of Google AdWords.

How to access Ad Grants?

For those unfamiliar with the program, gaining access to Ad Grants may seem like a complex process. However, this is not the case! To join the program, you only need to register your organization with Google for Nonprofits and create a new AdWords account without setting up any payment method. Then, you fill out an application form, which will be reviewed by Google within a few days. One obvious requirement is that the organization must not be publicly funded or have a commercial purpose.

Ad Grants rules: Managing campaigns under Ad Grants

Campaigns funded by Ad Grants are configured in the traditional AdWords interface. Alternatively, Google offers AdWords Express, a simplified service that automates most settings, minimizing the time needed to manage campaigns. However, I strongly advise against this. Setting up the basic criteria for when ads should appear doesn’t require specialist knowledge, and while the AdWords interface may not seem intuitive at first glance, it is entirely in Polish. A properly configured campaign guarantees more effective reach, especially when handled by an experienced professional.

In terms of campaign effectiveness, there are also quality requirements for campaigns run with AdGrants funds. Each account must contain at least two active text ads in two ad groups with clearly defined keywords, along with sitelink extensions. However, more important are the 2018 requirements: the click-through rate (CTR) for ads on the account must not drop below 5% for two consecutive months, or the grant may be suspended! The landing pages your ads point to must be approved by Google staff — redirects are strictly prohibited, the site must provide a clear description of the organization and its activities, and must not contain paid ads or focus on commercial activity.

Ad Grants-funded campaigns are settled in US dollars, with set limits: a daily budget cap of $329 and a maximum bid of $2 per click. The program only supports text ads in the search engine, which appear below paid ads.

$10,000 is an impressive budget that may seem impossible to fully utilize in many sectors, given the imposed advertising requirements. However, for organizations that find the base amount insufficient, Google offers the Grantspro program, where the daily spending limit increases to $1,315. Participating in the Grantspro program requires additional formalities, such as submitting a detailed strategy for planned advertising campaigns or filling out annual surveys. However, these are minor tasks compared to the opportunities the program provides.

YouTube Program for Non-profit Organizations

YouTube, also owned by Google, offers its support in promoting non-profit organizations as well. Unfortunately, the main benefits of the program are only available in the United States. American participants can add cards with donation options to their videos (this option is also available in the UK), and, after reserving a time slot, gain access to two recording studios in Los Angeles and New York. For Polish and other non-U.S. organizations, the program offers access to support materials with advice on running a channel, „special technical support” (although it’s unclear what exactly makes it special), and the ability to attach cards linking to external sites, such as their website.

Compared to the Ad Grants program, the benefits of the YouTube for Nonprofits program don’t provide such tangible results for Polish foundations. Nonetheless, even minimal promotional support for a worthy cause is a value-added service worth taking advantage of, especially since all it takes to join the program is filling out a single application form.

Conclusion

These grants provide real support for public benefit organizations within the realm of digital marketing. No form of promotion can replace the positive reputation built by conscientious efforts to help those in need, but marketing activities help reach a wider audience of potential donors, volunteers, or raise awareness about societal issues through educational campaigns.

You don’t have to manage Ad Grants-funded campaigns on your own. Entrusting this task to an experienced professional interactive agency, such as Yetiz, could ensure a more efficient use of the granted resources and guarantees adherence to all quality requirements imposed on Ad Grants campaigns.