Google Ad Grants for Nonprofits: What You Need to Know

Grants are an integral component of a nonprofit’s continued success. As a form of fundraising, most nonprofit grant applications are time-consuming, complicated, and stressful for you and your staff. If you get the grant, it often has rigorous reporting requirements to stay abreast of.

We love grants, don’t get us wrong. In fact, we’re here to tell you about the one you might be aware of, but haven’t truly understood its potential: Google Ad Grants for nonprofits. 

Since 2003, Google has been helping nonprofit organizations all over the world, educating people about their mission, recruiting volunteers, raising more in donation dollars, and building a loyal supporter base with 10,000 per month in free ad spend. Unlike most grants, Google Ad Grants have a relatively simple application process.

The best news is, your organization is (likely) eligible.

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What are Google Ad Grants for Nonprofits?

Before you dive into the application process, let’s be clear on what exactly you’re applying for. A Google Ad Grant account gives eligible organizations up to $330 a day – for a total of up to $10,000 a month – in free, in-kind advertising.

Google Ads are the paid search ads that are placed at the top of Google’s search results based on the keywords included in the search query. In order for your organization’s ad to appear, you’ll need to bid on the relevant keywords using your Ad Grant money. This way, when people who are searching Google type in something related to your mission or your programs, your organization’s ad will pop up first.

Advertising on Google can do a lot for your nonprofit. It’s not only about selling a service or a product. When you are strategic about the keywords you use and become more visible in the search results, and when used effectively, charitable organizations can achieve:

• Increased visibility and reach for your nonprofit
• Increased website traffic to key landing pages like your donation or volunteer forms
  Increased potential for online donations, new volunteers, event registrations, email subscriptions, peer-to-peer campaigns, etc.
• Increased awareness for your blog or other educational resources

All of these things can help to drive your mission forward and inevitably push your organization to new heights. The opportunities are limitless. This grant will continue month over month as long as you meet Google’s compliance requirements, often replacing the need for an expensive marketing strategy. 

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2. Are You Eligible for the Google Ad Grant?

Most, but not all, organizations are eligible for the Google Ad Grant. Unfortunately, these types of nonprofits can not currently apply:

• Schools or educational institutions
• Government organizations
• Hospitals or healthcare organizations

You must also prove to Google that you are a legitimate charitable organization. This might look a little different depending on what country your organization operates in. 

United States Nonprofit Eligibility Requirements 

To qualify for Google Ad Grants for nonprofits, your organization must:

• Hold a valid charitable status. In the US, this means you’re registered as a 501(C)(3) organization
• Have a validated organization through TechSoup.org
• Be registered with Google for Nonprofits
• Have a high-quality website that meets Google’s website policy
• Agree to the terms of service for Google for Nonprofits and Google Ads
  

Canadian Nonprofit Eligibility Requirements 

To qualify for Google Ad Grants for nonprofits, your organization must:

• Hold a valid charitable status. In Canada, this means you have a registered charity number with the CRA
• Have a validated organization through TechSoup Canada
• Be registered with Google for Nonprofits
• Have a high-quality website that meets Google’s website policy
• Agree to the terms of service for Google for Nonprofits and Google Ads

Operating elsewhere? Over 50 countries have been added to the Google Ads for Nonprofits program. You can check any specific eligibility requirements for your country.

4 Steps to Prepare For Your Application

Being a registered charity or nonprofit organization in your country is the first step to a successful application, but there are a few other areas you must focus on before you apply. 

1. Register With TechSoup

Your organization must be registered with TechSoup, whether it’s the American arm, the Canadian arm, or any other country in which TechSoup’s Global Network operates. This is because TechSoup is an intermediary between your organization and Google. 

If you haven’t already, you will need to set up a new registration, or you can claim an existing nonprofit account. Heads up, it may take several days to receive your validation. 

2. Update Your Nonprofit’s Website 

Google is driven by online content. So it’s important to make sure your website content is top-notch considering your Google Ad Grant account will be tied to your nonprofit’s website. Besides, having a strong, searchable website is just plain old best practice if you want to survive in today’s digital world.

Here are some things to keep in mind:

• Your website has to be hosted on your own domain. Ie: mynonprofit.org versus mynonprofit.wordpress.com
• You must have an SSL certificate installed. This means your URL appears as HTTPS: instead of HTTP: in the search bar.
• Mobile-friendly designs are very important. Over 90% of the global internet population used a mobile device to access the web in 2020. More often than not, potential supporters are accessing your site from a smartphone or tablet. If your site isn’t optimized for mobile, there’s a high chance those visitors aren’t sticking around – and Google will penalize you for this.  
• Is your information up to date? Make sure your address is right, your donation pages are set up according to best practices, and any upcoming events are correctly displayed. This will form the basis of a successful advertising campaign.
• Do you have landing pages for specific campaigns or focus areas? You will need them for your Google Ad campaigns, however, they could and should be redistributed throughout your entire marketing efforts. If you’re setting up a Peer-to-Peer Campaign, you’ll want to direct your readers to this page versus a generic page like the homepage. 

With more targeted copy and Calls-to-Action (CTAs), you’ll have a better chance of converting your audience. 

• Bonus points: Install Google Tag Manager. This will help you count and track who’s clicking on your CTAs.

Ultimately, you’re going to want your website to reflect your nonprofit’s brand as well as create enjoyable user experiences for your visitors. Use our 5-point checklist to audit your nonprofit’s website in preparation for your application.

3. Make Sure You Have A Clear Mission Statement

An excellent nonprofit mission statement can align team members, board members, volunteers, and supporters to commit to your cause. This is why it’s important to have it front and center both on your website, as well as on your grant application. 

With a clear and concise mission statement, Google will have a better understanding of what programs or services you’ll be using Google Ads to promote.