Google for Nonprofits

How to setup Google for Nonprofits

Hi SPI Community!
I recently helped a friend’s nonprofit get approved for Google Grants (up to $10,000 per month in Google Adwords for free and other perks). They went from hardly any traffic…to over 800 visits in the last 30 days.

In this post you’ll find the resource links and the process to apply for Google Grants and the other services Google gives to nonprofits.

Google Grants for Nonprofits is Using Google Grants for Nonprofits

Here are the steps to setting up a nonprofit with Google Grants, G Suite, YouTube Nonprofit Program, Google One Today, and/or Google Earth Outreach

Step 1 – Obtain Nonprofit Info & Affirmation Letter

In order to get the validation token, you’ll need to provide basic information about the nonprofit including the EIN number and a copy of their Affirmation Letter.

(The Affirmation Letter is something they obtain from the IRS.)

If you already have that information, proceed to step 2.

Step 2 – TechSoup Validation Token

The application process is pretty straight forward.  Setup, or log into TechSoup and provide some information about the 501c3 aka nonprofit.

It took me about 10 days from applying for the token until I actually received the validation email.

TechSoup will also provide you on other tech companies that contribute to nonprofits.

Step 3 – Google Application

This took another 4 weeks between completing the application and receiving the approved the status.

I did end up reaching out to Google Support a couple times during the process.  Both times, they were extremely helpful so if you find the application process taking longer than they said it would, or if you get stuck anywhere along the way – be sure to email them.

Step 4 – Login & Set Up Grants, G-Suite, YouTube Nonprofit Program, etc.

I would be lying if I said this part is really user-friendly. Come on now, it’s Google. 🙂

If you’ve set up your google analytics & webmaster tools, you’re already familiar with how their tools work and you’ll be ok.  If you haven’t, you’ll be able to figure it out.  They do provide you with the information you need, sometimes you have to go looking for it.

I started receiving traffic from Google Grants Adwords in less than 1 day of setting up the campaign.   You will need to log into Google Adwords at least once a month & make changes at least once every 3 months (I think) in order to maintain the grant.  The nice thing is Google makes suggestions on additional keywords you might want to add to the campaign.

There are some limitations.  Google Grants can only be used with text ads.  They are placed under any paying ads.  And they max out at $2 per click.  Honestly, it’s pretty difficult for most nonprofits to use all $10,000 every month.  It is such an awesome service though!

Additional Ideas

I know you’re reading this and thinking…ok, Melissa – Google Adwords?!?  But what about Facebook Ads?  They are so sexy & everyone’s doing it!

I hear you!  And while Facebook is not currently giving free advertising money to nonprofits (that I’m aware of) here’s what I’ve set up and you should too if the budget is there.

1) Put your Facebook Pixel in the header of the nonprofit website.

2) Create a custom audience on Facebook.

I created a custom audience for people who went to every page except the donate page.  Then I created a separate custom audience for people who went to the donate page.

3) Create a Facebook campaign to target your custom audience.

I have 2 different campaigns/ads.  1 that I hope will get people who visit my site to like the Facebook ad about Independence Center.  People who like that ad will then be invited to like the page.

The 2nd is a Facebook Ad asking them to make a donation.

At the time of this post, I’m waiting on approval to start those ads so I don’t have stats for you yet.  However, those ads can run for as little as $1 per day each (I believe).

Hopefully, this helps you!

I’m not sure if you have your own nonprofit, or if you want to start a business helping nonprofits.  Either way, I hope this information helps you on your path!  If you have any questions for me on this, please ask them in the SPI Community Facebook Group so everyone can benefit from the Q&A.  Or you can message me if it’s not something you want to ask the group. (Please don’t spam me…PLEASE!)

I shared this on the Member Spotlight & #SPIWINS post and was so excited when Brendan asked if I wanted to be in the spotlight!

I’ve been a superfan of Pat Flynn’s & SPI since 2013.

Brendan, Pat, SPI Team, and SPI Community – love you guys!  Thank you for all that you’ve done and continue to do!