Google AdWords and your nonprofit
By Mark Buzan
January 26, 2009
If you are a nonprofit professional, you know that supporting your cause, programs, and overall mission requires creative fundraising. Your funds come from donations, grants, and federal and foundation support. That said, finding and securing these possible revenue streams is not as easy as it may seem. Typically, nonprofits either limp along trying to apply for federal and foundation grants and support in their free time, or hire a costly specialist to draft and submit a number of grants per year in the hope of funding their programs. This is never an easy process, but Google AdWords is one of the best means available to nonprofits to help them in building awareness - and one that many people either don't know about or overlook entirely.
How does AdWords work?
Many people are still new to the world of online advertising, and it can seem very intimidating and complicated. Especially if you are running a nonprofit, you may think ad words are for businesses only, or that you don't have the time to stay on top of the latest in online marketing. So here it is, clean and simple: Google AdWords uses specific keywords to rank your ad in the "sponsored links" section of that page's search results. Using Google AdWords is one of the most effective ways to get customers who are looking for your service or products to your site, thereby cutting down on uninterested visitors. Moreover, by having one of these campaigns for your keywords, you are automatically set up with a Google account ad tracking system, in which you can see how your keywords are working toward your advertising ends.
What is the Google Grants program?
Typically, if you enroll in a Google AdWords campaign for ranking specific organization-related keywords, upstart and maintenance can be super expensive - especially if your keywords are competitive - and only for the elite commercial businesses with lofty advertising budgets. Google decided to extend this advertising leverage to deserving nonprofits to help them get their message out to the public at large. Basically, you will get your organization's site ranked high (on one of the first pages) for the keywords that relate to your organization - with ad placement in the "Sponsored Results" section of that search. Not only do you get your name out to the general public, but by specifying by keyword what you offer, you get more specific customers, interested in what you have to offer. This is called your "target audience".
How to apply?
All of the basic requirements and rules are listed on the site, but you should make yourself very familiar with the program, and brainstorm why your nonprofit, in particular, is more deserving of this program than any other in the US and Canada competing against you. For help with your application, seeking outside help may be of value since Google receives numerous applications each year.
Mark Buzan is principal and chief magnifier in Action Strategies, a full service strategic communications, public relations and public affairs consultancy for nonprofits and associations. Contact him for advice on reaching audiences you may or may not have yet considered in your marketing communications and PR campaigns. You can view his website at www.actionstrategies.ca.
