• Websites4Good

Free Advertising for Nonprofits

Updated: Sep 15, 2019

What You Need To Know About Google Ad Grants


Are you a nonprofit startup founder of a 501(c)(3) charitable organization who would like to know how to get free money for advertising for your nonprofit?


Websites4Good would like to tell you about a completely free online advertising tool that could help you reach more supporters and make a bigger impact through your nonprofit organization.


Google for Nonprofits has a product called Google Ad Grants, which is a program that makes free Google advertising grants available to eligible nonprofits.


We’ve all seen the ads at the top of the results when doing a Google search. They have the “Ad” box beside them that indicate they're paid ads. For-profit organizations spend a chunk of their advertising budgets on those ads.


Thanks to Google Ad Grants, advertisements for your nonprofit could appear right alongside those ads when people do a Google search that relates to your organization—at no cost to you!


This is great news for nonprofit marketing teams everywhere!


That’s why Websites4Good wants to give you the information you need to get free ads for your nonprofit through Google Ad Grants.


What Are Google Ads Grants?

Google offers eligible nonprofits $10,000 USD each month in free advertisement dollars. This means, if approved, your nonprofit will receive $10,000 in grant money every month to use for online ads.


You'll continue to receive the equivalent of $10K each month for as long as you maintain your account in compliance with Google’s regulations.


Are Google Ad Grants Good for Nonprofits?

Absolutely! After all, it’s free advertising! Nonprofit marketers around the world are using Google Grants and achieving good success doing so.


You can see their success metrics for yourself on the Google Grants website to get a better idea of how useful this free tool could be for your nonprofit.


The bottom line is that the more you get your organization’s name and purpose out there, the more potential supporters you have access to and the further your reach can go.


An indirect benefit of using Google Ad Grants is that you'll also have the use of the tools and other products offered by Google for Nonprofits since you must have an account to apply for a grant.


Some of those benefits are:

  • The use of G Suite for nonprofits for free: Use all the apps of G Suite Basic, such as Gmail, Drive storage, Calendar, Hangouts, etc. which is a $6/monthly savings. You’ll be allowed an unlimited number of users.

  • Google Earth Outreach: Use custom maps and global location data to enhance your nonprofit’s appearance and reach.

  • YouTube Nonprofit Program: Use videos to connect with supporters, volunteers, etc.

  • One Today: Use this fundraising tool to make it easy for donors to give and to see their personal impact.

What is the Process to Apply for Ad Grants?

The first thing you'll need to do is join Google for Nonprofits by taking these simple steps:

  1. Register with Google for Nonprofits

  2. Meet the eligibility requirements

  3. Activate your account

To qualify for Google for Nonprofits your organization must be registered as a charitable organization in an eligible country and not be a government, educational or healthcare organization. There are also country-specific requirements to meet.


Here are the requirements specific to the United States as listed on Google’s website:

  • Organizations must be recognized by the IRS as tax-exempt 501(c)(3) organizations formed for charitable, educational, religious, literary, scientific, or other tax-exempt purposes.

  • Fiscally sponsored organizations are not eligible for Google for Nonprofits.

  • Organizations, such as churches, that are automatically considered tax-exempt under group exemption must still obtain recognition of 501(c)(3) tax exemption from the IRS to qualify for the Google for Nonprofits program.

You also need to have a high-quality website that meets Google’s website policy.


If you meet all these requirements and are approved for a Google for Nonprofits account, you may then activate your account and begin the application process for a Google Ads Grant.


How Do I Submit My Google Ads Grant Application?

Now that you have your Google for Nonprofits account it's time to take the next step.

  1. Create a Google Ads account

  2. Meet the pre-qualification requirements

  3. Submit your Google Ads Grant application

The pre-qualification process consists of questions that help Google get to know your organization better to determine if your nonprofit is eligible. You should always answer all questions honestly and to the best of your ability.


Let's Do a Quick Recap

  • Make sure you meet the Google for Nonprofits eligibility requirements

  • Make sure your website also meets the requirements

  • Register with Google for Nonprofits

  • Create your Google Ads account

  • Submit your Google Ads Grant application

  • Wait for Google to verify your nonprofit status and eligibility.

  • If approved, you'll receive further instructions via email to begin using your Ads Grant.


What's Next?

Once you have received your Ads Grants approval there are some things you’ll need to know and do to maintain your account’s grant eligibility.


If you're completely new to online advertising, don’t be alarmed if you’re not sure what some of these mean. You’ll begin to get the understanding and hang of things as you start using your grant and get familiar with the processes of running online ads.


If you think your nonprofit is a good candidate for Google Ads Grants, why not apply and see where the possibilities take you?


If you need help getting started or would like support down the road, Websites4Good would be happy to talk to you about the services we offer that can help you make the most of this opportunity to get free money for advertising for your nonprofit. Work with us!