Charity Marketing: Using the Google Grant to promote your good cause

Charities play a pivotal role in addressing social, environmental, and humanitarian issues around the world; their impact can be profound. However, in a world overflowing with information and competing causes, getting noticed and effectively promoting their missions is becoming increasingly challenging for these benevolent organisations. Charitable organisations must strategize in order to operate effectively, stand out from the crowd, and develop profound connections with their target audience.

Digital marketing has emerged as a powerful tool for non-profit organisations to reach a broader audience, raise awareness, and attract much-needed support. One of the most valuable resources available to charities is the Google Grant, a program that offers qualifying non-profits up to £7,000 per month in free advertising on Google Ads. In this blog, we will explore how you can leverage digital marketing, particularly the Google Grant, to promote your charity effectively and maximise your outreach.

...the Google Grant is a program that offers qualifying non-profits up to £7,000 per month in FREE advertising on Google Ads. 

Understanding the Google Grant

The Google Grant is open to non-profit organisations seeking to expand their online presence. By providing eligible charities with free Google Ads, this program empowers good causes to reach potential donors and volunteers on one of the world's most widely used search engines. Understanding the guidelines, application process, and benefits of the Google Grant is the first step to unlock its full potential for your charity.

Crafting Compelling Google Ads

With the Google Grant, your charity gains access to the same advertising platform that businesses use to reach their customers. By learning how to create compelling ad campaigns that convey your mission, the Google Grant can help your charity to attract relevant traffic to your website. When combined with engaging copy and impactful visuals, charities can ensure their ads resonate with the audience and drive meaningful actions such as donations, sign ups or subscriptions. 

Storytelling lies at the heart of effective digital marketing for charities. Use the power of narrative to create an emotional connection with your audience. Share stories of the lives your charity has touched, the impact you've made, and the lives changed for the better. Through storytelling, you can inspire empathy, engagement and support for your cause.

Maximise the Benefits through effective Charity Web Design

Landing pages are vital components of any digital marketing campaign. Design and optimise dedicated landing pages that align with your Google Ads, providing visitors with clear calls-to-action and an easy way to support your charity's mission. Ensuring that your landing pages are user-friendly, mobile-responsive, and designed to convert visitors into donors or volunteers will help to maximise the benefit of using Google Grants to promote your good cause. Building your website on a specialist platform such as Concrete CMS will help to ensure your website is performing to its optimal best. Good web design doesn’t need to be complicated either; ‘in-context’ editors such as Concrete CMS offer point and click editing capabilities without sacrificing on the advanced technical requirements.

Engaging with Social Media

Social media platforms offer incredible opportunities for charities to connect with their audience, amplify their message, and cultivate a community of supporters. By utilising social media channels effectively to share updates and highlight success stories, your good cause can foster engagement with your mission.

Measuring and Analysing Performance

To make the most of your digital marketing efforts, it's crucial to measure and analyse the performance of your campaigns. Utilise Google Analytics and Search Console to track website traffic, user behaviour, and conversion rates. This data will provide valuable insights that can help refine your strategies and optimise future campaigns, ensuring your charity is using all available resources efficiently and effectively.

Explore other Google schemes to help nonprofits

In addition to the Grant, Google offer a range of other initiatives through their Google for Nonprofits scheme, including:

• Google Workspace for Nonprofits
• YouTube Nonprofit Program
• Google Earth and Maps

How to apply for the Google for Nonprofits scheme

1. Head over to the Google for Nonprofits webpage

2. Confirm that you meet the eligibility criteria for the initiative

3. Request a Google for Nonprofits account

4. Once your nonprofit account is verified, you will be notified by email

5. You can then active and use the individual products such as the Google Grant

Digital marketing has revolutionised the way charities can promote their causes and engage with their audience. The Google Grant in particular offers a golden opportunity for nonprofits to access free advertising and maximise their impact. By crafting compelling Google Ads, telling meaningful stories, optimising landing pages, and harnessing the power of social media, your charity can build a robust online presence and attract the support it needs to make a lasting difference.

Embrace the potential of digital marketing, and let your charity's message resonate across the virtual world, inspiring action and driving positive change. Together, we can create a brighter and more compassionate future for those in need. Made Simple Media are specialists in charity web design, and have helped numerous charities to improve their online presence. Our purpose is to solve the challenges you face to help get your more donations, more volunteers and communicate more effectively with your stakeholders. Contact us for a friendly, no-obligation chat about your project.