Can't Miss Opportunities with Google for Nonprofits

@marketingmojo | #mojowebinar | marketing-mojo.com
Presented by
Janet Driscoll Miller
President and CEO, Marketing Mojo
CAN’T MISS
OPPORTUNITIES WITH
GOOGLE FOR NONPROFITS

TODAY’S PRESENTER
JANET DRISCOLL MILLER
President and CEO
Marketing Mojo
@janetdmiller +JanetDriscollMiller

ABOUT MARKETING MOJO
• Originally founded as Search Mojo
• Demand generation marketing firm founded in 2005
› Search engine optimization (SEO)
› Paid media management
» Pay-per-click advertising management (PPC)
» Social media advertising
› Content marketing
› Marketing automation
› Analytics consulting
• Headquartered in Charlottesville, VA
› Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at SMX Advanced, MarketingProfs, PubCon and more

OUR NONPROFIT CLIENTS

GOOGLE FOR
NONPROFITS

GOOGLE FOR NONPROFITS
• Program for certain 501(c)(3) nonprofits to
receive added benefits from Google and its
associated products
› YouTube
› Apps for Nonprofits
› Google Earth Outreach
› OneToday by Google
› Google AdWords

YOUTUBE FOR NONPROFITS
• Drive viewers to action by placing a Call-to-
Action overlay directly on your videos

GOOGLE EARTH OUTREACH
• Create a custom map of your project sites in
10-minutes with Google Maps
• Create a narrative Google Earth movie and
make it available on YouTube
• Host geospatial data online with Maps Engine
& publish polished maps to the web with a
Google Maps Engine grant*
• Collect data in the field with Android devices
and Open Data Kit and map your data
• Online tutorials to help you get the most out
of all available mapping tools

GOOGLE EARTH OUTREACH

GOOGLE APPS
• Free access to Google’s business apps with
greater storage
› Gmail
› Google Calendar
› Google Drive
• 30GB of storage
• 24/7 support

GOOGLE ADWORDS GRANT
• Provides $10,000/month in free Google
AdWords advertising
› Can be increased to $40,000/month in
Grantspro program

• Limitations:
› Only advertise on Google search results
› Max CPC of $2

• Rules:
› Must only link to one main domain
› Must log in at least once per month to manage
› Ads and keywords must be relevant to the
nonprofit’s mission
› Sales must support program
› Car, boat and property donations not allowed
› No AdSense ads

GOOGLE GRANT CASE STUDY
• Over $300,000 in donations in December
› Averages over $40k/month in donations each
month
• Achieved with only basic $10k/month grant

WHAT THE GRANT DOESN’T COVER
• Keyword Ads > $2/click
• Display Advertising
• Retargeting via Display

• Cost of keywords
Keyword Monthly Searches Avg. Cost Per Click
heart disease 40,500 $ 9.44
how to prevent heart
disease 1,600 $ 4.43
heart disease
prevention 1,000 $ 3.77
what causes heart
disease 1,600 $ 2.69
heart disease in women 5,400 $ 4.70
KEYWORD ADS > $2/CLICK

DISPLAY ADVERTISING

CTR Conversions Cost/Conversion
+90% +700% -66%
• Show ads to previous site visitors
• Cookies last for up to 540 days
• Use retargeting to your advantage!
› Retarget donors next cycle
› Re-engage volunteers
› Take advantage of traffic from Google Grant ads
RETARGETING WITH DISPLAY

HOW TO
QUALIFY AND APPLY

HOW TO QUALIFY?
• Based in the US, England or Wales
• Must be 501(c)(3) classification
• Certain types of organizations NOT eligible:
› Governmental entities and organizations;
› Hospitals and health care organizations;
› Schools, childcare centers, academic institutions,
and universities (philanthropic arms of educational
organizations are eligible)

HOW TO QUALIFY?
• Only 1 membership per organization
• Branches of a larger nonprofit that SHARE
THE EIN with the parent are eligible
› Branches must indicate that they are applying
as a "related organization" during the
application process and go through additional
screening.

APPLICATION PROCESS
Review Eligibility
Requirements
http://www.google.com/nonprofits/join/
1

APPLICATION PROCESS
Apply to the
Program
https://www.google.com/nonprofits/
account/signup/us
2

APPLICATION PROCESS
Enroll in Specific
Products
3

GRANTSPRO QUALIFICATION
• Have conversion tracking active
• Login and manage biweekly
• Hit $9900/month in spend over two
months
› Don’t have to be consecutive months
› Within a six month period
• Have a 1% or higher average CTR for six
months

donate charity 140 $ 12.87
donations to charity 110 $ 11.71
donating to charities 50 $ 6.73
donate to charities 50 $ 9.30
online donations for
nonprofits 110 $ 10.46
SO WHY IS IT HARD TO GET GRANTSPRO?

volunteering
opportunities 1,900 $ 2.05
denver volunteer
opportunities 390 $ 2.45
volunteer
opportunities in
atlanta 720 $ 2.06
volunteer
opportunities nyc 880 $ 2.38
volunteer
opportunities in dc 590 $ 2.07
SO WHY IS IT HARD TO GET GRANTSPRO?

GRANTSPRO STRATEGY
• Build out a large keyword list
› Often long tail, specific terms
• Monitor, adjust

CONTACT
JANET DRISCOLL MILLER
President and CEO
Marketing Mojo
@janetdmiller +JanetDriscollMiller

LOOKING FOR HELP?
Contact Marketing Mojo
800-939-5938 ext. 101
jmiller@marketing-mojo.com
MARKETING MOJO
Twitter: @MarketingMojo
Facebook: facebook.com/MarketingMojoAgency
Google+: +Marketing Mojo

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