September 12, 2023
8 Fundraising Goals Nonprofits Can Achieve Through Google Ad Grants
Are you a nonprofit worried about how to increase online awareness for your mission? Are you struggling to get volunteers or donations?
You are not alone. Many nonprofits face the same challenges. However, Google has come up with an effective solution in the form of the Google Ad Grants program.
Google Ad Grants offers free monthly credits up to $10,000 for eligible nonprofits. This grant can be utilized for nonprofit advertising through Google Ads (text-based search ads) to help nonprofits reach their goals.
But what are these goals that can be achieved with Google Ad Grants? Can it be used to increase donations, get volunteers to support causes, or boost newsletter sign-ups? In this blog, we’ll tell you eight fundraising goals that nonprofits can achieve with Google Ad Grants.
1. Raise awareness
Raising awareness is often the first step for nonprofit organizations to make an impact, and Google Ad Grants can be a powerful tool in achieving this goal. To effectively raise awareness through text-based Google search ads, you should start with thorough keyword research.
Keyword research: This involves identifying the keywords and phrases that are not only relevant to your nonprofit's cause and mission but also commonly used by your target audience when searching online. Utilize keyword research tools to identify high-volume, low-competition keywords that align with your organization's focus. Additionally, consider long-tail keywords that may attract more specific and engaged users.
Compelling ad copy: Your ad copy should be concise yet impactful, clearly conveying your nonprofit's mission and encouraging users to click on it. Use persuasive language that highlights the importance of your cause and emphasizes the positive impact that supporting your organization can have.
Clear call to action (CTA): Consider including a clear call to action (CTA) that guides users to the desired action, whether it's visiting your website, learning more about your mission, or taking a specific step like donating or signing up for updates. Engaging ad copy can significantly increase the click-through rate and draw more attention to your nonprofit's message.
Optimize your landing page: The landing page should be well-structured, visually appealing, and easy to navigate. It should clearly articulate your organization's mission, showcase your work and impact, and make it easy for visitors to get involved or learn more.
Getting users to click on your ad is only part of the equation. To raise awareness, ensure your landing page content aligns with your ad copy and effectively communicates your organization’s purpose.
2. Drive website traffic
Driving website traffic is a common goal for nonprofit organizations aiming to engage their audience and provide valuable information. To achieve this goal effectively with Google Ad Grants' text-based Google Search Ads, a strategic approach to keyword selection is essential.
Keyword selection: Choose keywords that align with your organization's mission and programs. Understanding user intent will help you select keywords that attract users who are genuinely interested in your content.
Ad extensions: Sitelink extensions allow you to include additional links within your ads, directing users to specific landing pages. For instance, if your nonprofit focuses on education and healthcare, you can use sitelinks to lead users to dedicated pages for these areas. By providing direct access to valuable content, you can increase the likelihood of users exploring your website further.
Optimizing landing pages: Ensure that your landing pages are user-friendly, visually appealing, and mobile-responsive. Load times should be minimal to prevent users from bouncing off. Clear calls to action (CTAs) should guide users on the next steps, whether it's signing up for a newsletter, exploring your programs, or donating.
Once you direct users through text-based ads to your website, you have to provide a seamless and valuable experience on your landing pages. It encourages users to stay, explore, and take actions that support your nonprofit’s mission.
3. Promote events
Promoting events effectively with Google Ad Grants through text-based Google Search Ads involves a strategic approach.
Event-specific keywords: Begin by targeting event-specific keywords that are closely related to the event's topic or location. For instance, if your nonprofit is hosting a fundraising gala in New York City, consider keywords like "New York City charity gala," "fundraising event in NYC," or "nonprofit gala tickets."
Ad scheduling: Utilize the ad scheduling feature to ensure your ads are displayed at the right times leading up to the event. This could involve running ads more frequently in the weeks or days leading up to the event to generate interest and ticket sales.
Compelling ad copy: Highlight the event's unique selling points, such as guest speakers, entertainment, or the impact it will have on your nonprofit's mission.
Call to action (CTA): Make it easy for users to take action by providing a prominent CTA link that directs them to a dedicated event page where they can find more details and register.
Combine event-specific keywords, strategic ad scheduling, and persuasive ad copy to effectively promote your nonprofit's events and attract an engaged audience.
4. Encourage donations
The main motive of any nonprofit is to get as many donations as possible. You can effectively use Google search-based ads to maximize the impact of your nonprofit fundraising efforts.
Donation keywords: Target keywords that are relevant for fundraising and donations. Examples might include keywords like "donate to a nonprofit," "charity donations," or "support a cause."
Crafting ad copy: In your ad copy, highlight the tangible impact of donations on your nonprofit's mission by showcasing success stories, specific projects, or the change donors can help create. Creating a sense of urgency or offering incentives, such as matching donations or tax deductions, can further encourage potential donors to take action.
Conversion tracking: Integrate Google Analytics to track conversions and evaluate the success of your ad campaigns in terms of generating donations. By tracking conversions, you can gain insights into which keywords, ads, and landing pages are most effective in driving donations.
You can also use paid ads in combination with Google Ad Grants to boost your fundraising efforts and increase donations for your causes.
5. Recruit volunteers
Volunteer support is also crucial for nonprofits. Nonprofit advertising through the free credits available on Google Ad Grants is a boon for small charities eager to garner support for their mission.
Volunteer keywords: Do your keyword research to get phrases directly related to volunteering opportunities, such as "volunteer opportunities," "nonprofit volunteering," or "community service programs."
Highlight benefits: In your ad copy, showcase how volunteering can make a positive impact, not only on your nonprofit's mission but also on the volunteers themselves. Emphasize the rewards of volunteering, such as personal fulfillment, skill development, networking opportunities, or the chance to be part of a meaningful community.
Contact information: Make it as easy as possible for interested individuals to take the next step by including clear and prominent contact information in your ad copy or ad extensions, such as a phone number or a link to a dedicated volunteer sign-up page.
These user-friendly approaches can help turn clicks into committed volunteers, furthering your nonprofit's mission and impact.
6. Membership or newsletter sign-ups
Many times, nonprofits take a long-term approach and get interested people to sign up for newsletters. They then have the opportunity to convert them into strong advocates for their causes.
Membership keywords: Keywords like "join our nonprofit," "subscribe to our newsletter," or "membership benefits" are excellent choices that you can include in your ad copy.
Offering incentives: Communicate subscription benefits in your ad copy to create a sense of value and urgency. These incentives could include access to exclusive content, early notifications about events or campaigns, discounts on merchandise, or a sense of community and belonging.
User-friendly signup process: When the user lands on the landing page or signup form, ask for only essential information to reduce friction. Minimize the number of clicks required to complete the sign-up. Also, make sure the process is mobile-responsive.
When you keep your signup process simple and straightforward, you increase the likelihood of converting ad clicks into valuable members or newsletter subscribers.
7. Target specific audiences
Google Ad Grants ensures that your message reaches the right people in the right places. Geotargeting, or audience targeting, has a wide range of options to achieve it.
Audience segmentation: It allows you to define specific groups of users based on criteria such as age, gender, interests, online behavior, and more. Understand the unique characteristics and preferences of your target audience. It will help you tailor your ad campaign to reach those who are most likely to engage with your nonprofit’s mission.
Customized messaging: Customization is key when targeting specific audiences. Craft personalized messages that resonate with each audience segment. For example, if you are targeting Gen Z, who are interested in environmental conservation, highlight how they can make a positive impact through volunteering and donating. On the other hand, when targeting millennials, emphasize the value of supporting educational initiatives. Such personalized messages create a stronger connection with your target audience.
Location targeting: Focus on locations where your target audiences are concentrated or where your nonprofit operates. Refine your ads for specific geographic areas. This optimizes your ad spend and maximizes the impact of your campaigns.
Through the audience-centric approach in Google Ad Grants, you can achieve your fundraising goal by reaching out and engaging with individuals who are likely to support your cause.
8. Advocacy and petitions
Advocacy campaigns are a powerful tool for nonprofits to advance their mission, raise awareness about pressing issues, and drive positive social, environmental, or policy changes. This can be achieved effectively using Google Ad Grants credits for text-based search ads.
Advocacy keywords: Begin your keyword research by searching for words to include in your ad copy that reflect the initiatives that your nonprofit is advocating for.
Clear call to action: Craft an ad copy that encourages users to support your advocacy efforts. Whether it's signing a petition, contacting lawmakers, or participating in awareness campaigns, make it evident what action you want users to take. Highlight the urgency of the issue and the impact that their support can have in driving change.
Highlight progress: Once you have audiences signing up for the campaign, maintain engagement and demonstrate transparency by sharing updates, milestones, and successes achieved. This not only keeps your audience informed but also reinforces the importance of their continued support.
The Google Ad Grants program is a great way for nonprofits to speak out on behalf of a cause or issue, raise awareness, mobilize support, and advocate for specific changes.
Wrapping Up
These are the eight useful nonprofit fundraising goals that you can achieve through Google Ad Grants. Make the most of your free ad credits by leveraging the features of Google Ads. Monitor the results in Google Analytics and optimize your campaign regularly to reach your goal.
NOTE: Ensure that you comply with Google’s policies and guidelines for Google Ad Grants to maintain eligibility for the program.
Optimizing donation landing pages is also crucial to ensuring that users who have clicked on the Google ads and visited your page are encouraged to take the desired action. If you need a user- and SEO-friendly donation landing page or form, the custom fundraising software GivingX can help. It has all the features that nonprofits need to create a landing page that will compel visitors to click on the call-to-action button, whether it is donating, volunteering, signing up for newsletters, or signing the petition form.