Rethinking the Google Ad Grant.
What does it mean to use the Google Ad Grant successfully?
When an organization already has a well-established brand with strong organic support, the Ad Grant can be a useful tool for attracting volunteers—and even donors.
But when an organization is just beginning its journey in digital marketing, positioning the Ad Grant as a direct source of donations is usually unrealistic.
Defining success requires reframing expectations. I always recommend that organizations start with small steps: think about the type of user they want to attract to their website, what their typical profile looks like, and build their keyword strategy from there.
A few ideas for keyword research:
Step 1: What are the ideologies at the core of your nonprofit’s mission? Rainforest conservation? Indigenous peoples’ rights? Affordable housing? Consider using the basic terms people search when investigating the issues they care about.
Step 2: Is there a service your organization provides that is currently underutilized by the community you serve? Not all marketing efforts need to be donor-focused. Think about the roots of your mission and how you can use the Ad Grant to expand your reach.
Step 3: Volunteers, volunteers, volunteers! Forging these relationships is a great way to build donor relationships over the long term. Are there any unique volunteer opportunities you can create traffic for on your website and use the Ad Grant to jumpstart? Letter-writing campaigns? Step-by-step instructions on how to contact your governor about a specific issue? In-person nature reserve or beach clean-ups? The possibilities—and keyword opportunities—are endless.
If a donor relationship is like a close friendship, think of the Google Ad Grant as the first introduction. How can you make that introduction warm and memorable?
From there, there are countless ways to build a long-term connection. Reach out to learn more.
Donor Acquisition: Platform Testing
Platform Testing: Keep An Open Mind.
Digital Nonprofit Donor Acquisition goes far beyond a one-platform solution.
It’s not exactly throwing spaghetti to see what sticks either - but given that no nonprofit performs alike, this isn’t that far off.
What I usually suggest? If you can part with $100/day for ONE month in ad testing, you will save yourself a huge amount of time and money long-term.
Budget Plan:
> $25/day on Instagram Ads
> $25/day on Facebook Ads
> $25/day on Google Paid Search
> $25/day for choose-your-own-adventure. But I would recommend Microsoft Ads, LinkedIn Ads or YouTube Ads.
Then take note:
Where are you seeing your highest ROAS?
Where are you seeing the largest individual donations on average?
The answer to these two questions might not be the same - which can give you a huge amount of information. If one platform is giving you larger individual donations - maybe this becomes the platform where you invest big in retargeting and look alike audiences.
If another platform is leading to high ROAS with smaller donations - maybe you adjust ad copy to sell the tangible value of a small donation…i.e. $25 buys ______. Just $10 yields ______.
ALSO - just because one platform doesn’t work for donations, doesn’t make it a lost cause when it comes to generating subscriptions, volunteers, or cold audiences.
Keep an open mind.