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Google tools for Nonprofits
1. Google Tools for Nonprofits
Volunteer Centers of Michigan
June 10, 2011
Google Confidential and Proprietary
Google Confidential and Proprietary 1
2. Agenda
1. Anatomy of a Search Page: Where Users Can Find You
2. Google AdWords
3. Google Apps
4. More Google Tools
5. Google for Nonprofits Application Process
Google Confidential and Proprietary 2
3. Anatomy of a Search Page
Where Users Can Find You
Google Confidential and Proprietary
Google Confidential and Proprietary
4. The Anatomy of a Search Results Page
Query (keyword)
4 Google Confidential and Proprietary
5. The Anatomy of a Search Results Page
Local Results
(Place Pages)
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6. The Anatomy of a Search Results Page
Organic Results
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7. The Anatomy of a Search Results Page
Ads
(AdWords)
Google Confidential and Proprietary
8. Google AdWords
Google Confidential and Proprietary
Google Confidential and Proprietary
9. Use AdWords to Raise Awareness
Google Confidential and Proprietary 9
10. AdWords Overview
How does it work?
• Create your own keywords and ads.
• Choose how you want users to find
you.
• Control who sees your ads.
• Pay only when a user clicks through
to your website.
• Set your own daily budget.
Google Confidential and Proprietary 10
11. Apply for a Free AdWords Account: www.Google.com/Grants
The Google Grants Program:
• In-kind advertising program for 501(c)3s
• You create your ads and choose your
keywords
• Ads appear on Google.com
• Self-managed by your organization
• Monthly cap of $10,000 in free advertising
• Maximum CPC bid of $1
• Continues indefinitely
Google Confidential and Proprietary 11
12. Target Ads to Your Specific Advertising Goals
Habitat for Humanity
Local Non-profit Building
Affordable Housing in Washtenaw
• Common nonprofit goals for www.H4H.org
AdWords include:
– Increasing awareness
Donate to the Red Cross
– Soliciting donations Provide Relief to Disaster
– Promoting events & programs Survivors Around the World!
– Recruiting volunteers & staff www.RedCross.org
Ann Arbor Summer Festival
National and International
• Create multiple ads with targeted
Performers in Ann Arbor
messaging to encourage different www.AnnArborSummerFestival.com
actions or to promote different
events.
Official Volunteer Site
Be a volunteer this holiday season!
Help Gleaners fight Mich. hunger
www.GCFB.org
Google Confidential and Proprietary 12
13. Create Campaigns & Ad Groups Around Your Goals
Google Confidential and Proprietary 13
17. Collaborating like it s 1999: Pain and frustration
John
John
Version 1.1
Version 2.1
Bob
Bob
Version 1.2
Version 2.2
Revision Revision
1.0 ???
Sally 2.0
Sally
Version 1.3
Version 2.3
Version 1.4
Rachel
Google Confidential and Proprietary 17
18. Get on Google Apps: www.Google.com/a/npo
Easy collaboration
Everyone s on the same page
Maintain your own .org e-mail addresses
Import and export documents in common formats
Offline access
Free
Extras for non-profits
Google Confidential and Proprietary 18
19. Gmail (with your custom .org email domain)
Google Confidential and Proprietary 19
20. Google Calendar: Shared calendars made easy
How does it work?
See shared and public
calendar information all
in one place, right
alongside your
schedule
Set up automatic event
reminders, including
mobile phone
notifications, and
instantly bring up
anything on your
calendar with the built-
in search tool
Google Confidential and Proprietary 20
21. Google Docs: One Document in One Place
How does it work?
Import your existing
documents and
spreadsheets or create
new ones from scratch
Share and edit your
documents and
spreadsheets from
anywhere online
Invite people to your
documents and
spreadsheets and make
changes together at the
same time
Google Confidential and Proprietary 21
22. More Google Tools for
Nonprofits
Google Confidential and Proprietary
Google Confidential and Proprietary
23. Google Analytics: www.Google.com/Analytics
Providing Answers to Difficult Questions
How are users finding my
site?
Where are visitors
coming from?
Am I creating effective
content?
Where and why are
visitors abandoning my
donation process?
How do I improve
site interaction?
26 Google Confidential and Proprietary
24. See Where Visitors Are Coming From with Map Overlay
Google Confidential and Proprietary
25. YouTube for Nonprofits
Program Benefits
Branded channels – display a banner that clicks over to your website
Upload videos longer than 15 minutes
Select custom thumbnails for your videos
Embed call-to-action overlay or external annotations to drive users to your donation
or take action page – from within your video
Eligibility Requirements
Open to 501c3 orgs in the U.S. and registered charities in CA, AU & UK. Apply at
www.youtube.com/nonprofits.
Google Confidential and Proprietary
26. Drive Action with Call to Action Overlays
Call to action is a way for
nonprofits to drive action from
their YouTube videos to
external take action, sign-up
or donation pages.
The World Food Program
added call-to-action in-video
overlay asking people donate
to feed the billion hungry
people
Raised $36,000 in one day
Google Confidential and Proprietary
27. Google Checkout for Nonprofits
The Benefits
• Fast, convenient donation processing
• No monthly setup or gateway service fees
• Free transaction processing until Jan 1, 2012 if you’re a
Google Grants participant
• Transaction processing fees from 1.9-2.9% + $0.30 per
transaction
• Google Checkout badge appears on Google.com
advertising and YouTube brand channel
checkout.google.com/seller/npo
Google Confidential and Proprietary
28. Google Maps & Google Earth
• Visualize your cause and tell your
story
• Organize supporters and build
simple maps with MyMaps
• Use Google Earth Outreach for
advanced feature needs
www.google.com/maps
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30. Google Alerts
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31. Blogger: Keep Supporters Informed and Engaged
• Easy publishing
• Complete control over
look and feel
• Provide up to the minute
news and updates
• Embed photos, videos,
shared items and more
• Reach more people!
www.Blogger.com
Google Confidential and Proprietary 31
32. Google Places: www.Google.com/Local/Add
Local Listings on Google Search Results
20% of searches on Google
are related to location
How does it work?
• People search Google.com and
Google Maps to find local businesses
• Business listings and enhanced data
Local Listings on Google Maps
are gathered from multiple sources
including:
• Websites
• Yellow pages data
• Direct feed and submissions
• Businesses can add or edit their
business listings using Google Places
Google Confidential and Proprietary
33. Detailed Info About Your Organization s Listing
Metrics Dashboard
• Organizations can monitor their
listing using the Google Places
dashboard.
• How many people saw my listing?
• How many people showed interest
in my organization?
• What search terms triggered my
listing?
Google Confidential and Proprietary
34. A One Stop Shop for All Your
Google Nonprofit Needs
Google Confidential and Proprietary
Google Confidential and Proprietary