If you run a non-profit organisation then you might be surprised to know that you maybe able to receive a grant from Google to advertise on their network. Even more surprising might be that they will give you $10,000 per month, around £7000 right now. The grant is made in kind, not with actual money but with online advertising services from Google. That’s free advertising on Google!
Do you qualify?
Firstly, before you apply, check to ensure your non-profit organisation is eligible. Here are the qualifications:
To be eligible for Google Grants an organization must:
- Hold current and valid charity status (i.e. Registered with the Charity Commission for England and Wales; and/or Registered with HM Revenue & Customs as a charity for tax relief.)
- Acknowledge and agree to Google’s required certifications regarding non-discrimination and donation receipt and use.
- Have a live website with substantial content.
Unfortunately the following organisations are not eligible for Google Grants:
- Governmental entities and organizations
- Hospitals and medical groups
- Schools, childcare centres, academic institutions and universities (philanthropic arms of educational organizations are eligible).
Is there a catch?
If it sounds too good to be true it probably is, right? Like all things there are some limitations to the Google Grants which failing to abide can result in your charity being removed from the program.
- All the ads in your account must link to the non-profit URL that was approved in your application process.
- You must be engaged and proactive in your AdWords account by logging in to the account, at least, monthly.
- You must maintain a minimum Click through Rate (CTR) of at least 5%
- The ads you are promoting must reflect the mission of your non-profit. You can advertise to sell products as long as 100% of the proceeds are going to support your program.
- The ads you create cannot point to pages that are used to primarily send visitors to other websites.
- Your ads cannot offer financial products, such as mortgages or credit cards.
- Your ads also cannot be asking for donations in the form of large goods such as cars, boats or property donations. Keywords related to this activity are also not allowed.
- Your website cannot display ads from Google AdSense or other affiliate advertising links while participating in Google Grants
- A daily budget set to $329 USD, which is equivalent to about $10,000 per month (although this can be raised to $40,000 per month!)
- Paid adverts will always appear above grants adverts.
- It is limited to the search market. You cannot run ads in the display market.
- Ad Grantees may only promote mission-based ads and keywords in their AdWords account.
This is a fantastic opportunity for Non-Profits to get in front of thousands of new people. If you want to know more about how this can help you, please feel free to contact me, or alternatively you can review the application process for Google for Non-Profits here