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Google Tools for NonprofitsVolunteer Centers of MichiganJune 10, 2011 Google Confidential and Proprietary Google Confidential and Proprietary 1

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Agenda1. Anatomy of a Search Page: Where Users Can Find You2. Google AdWords3. Google Apps4. More Google Tools5. Google for Nonprofits Application Process Google Confidential and Proprietary 2

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Anatomy of a Search PageWhere Users Can Find You Google Confidential and Proprietary Google Confidential and Proprietary

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The Anatomy of a Search Results Page Query (keyword) 4 Google Confidential and Proprietary

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The Anatomy of a Search Results Page Local Results (Place Pages) 5 Google Confidential and Proprietary

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The Anatomy of a Search Results Page Organic Results 6 Google Confidential and Proprietary

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The Anatomy of a Search Results Page Ads (AdWords) Google Confidential and Proprietary

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Google AdWords Google Confidential and Proprietary Google Confidential and Proprietary

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Use AdWords to Raise Awareness Google Confidential and Proprietary 9

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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

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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

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Target Ads to Your Specific Advertising Goals Habitat for Humanity Local Non-profit Building Affordable Housing in Washtenaw• Common nonprofit goals for www.H4H.orgAdWords 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 Arbormessaging to encourage different www.AnnArborSummerFestival.comactions or to promote differentevents. Official Volunteer Site Be a volunteer this holiday season! Help Gleaners fight Mich. hunger www.GCFB.org Google Confidential and Proprietary 12

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Create Campaigns & Ad Groups Around Your Goals Google Confidential and Proprietary 13

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Choose Targeted Keywords & Customize Ads Google Confidential and Proprietary 14

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Streamline Collaboration withGoogle Apps Google Confidential and Proprietary Google Confidential and Proprietary

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Google Confidential and ProprietaryGoogle Confidential and Proprietary

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Collaborating like it s 1999: Pain and frustration John John Version 1.1 Version 2.1 Bob Bob Version 1.2 Version 2.2Revision Revision1.0 ??? Sally 2.0 Sally Version 1.3 Version 2.3 Version 1.4 Rachel Google Confidential and Proprietary 17

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Get on Google Apps: www.Google.com/a/npoEasy collaborationEveryone s on the same pageMaintain your own .org e-mail addressesImport and export documents in common formatsOffline accessFreeExtras for non-profits Google Confidential and Proprietary 18

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Gmail (with your custom .org email domain) Google Confidential and Proprietary 19

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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

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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

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More Google Tools forNonprofits Google Confidential and Proprietary Google Confidential and Proprietary

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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

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See Where Visitors Are Coming From with Map Overlay Google Confidential and Proprietary

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YouTube for NonprofitsProgram 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 donationor take action page – from within your videoEligibility Requirements Open to 501c3 orgs in the U.S. and registered charities in CA, AU & UK. Apply atwww.youtube.com/nonprofits. Google Confidential and Proprietary

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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

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Google Checkout for NonprofitsThe 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

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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 Google Confidential and Proprietary 28

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Organize supporters with Maps Google Confidential and Proprietary

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Google Alerts Google Confidential and Proprietary 30

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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

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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

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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

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A One Stop Shop for All YourGoogle Nonprofit Needs Google Confidential and Proprietary Google Confidential and Proprietary

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Google.com/Nonprofits Google Confidential and Proprietary 35

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Apply for Exclusive Nonprofit Products Google Confidential and Proprietary 36

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Easily View All ProductsTools to promote your cause, raise money, and operate moreefficiently Google Confidential and Proprietary 37

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Easily View All Products Google Confidential and Proprietary 38

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Videos & Help Resources Google Confidential and Proprietary 39

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www.google.com/nonprofits Google Confidential and Proprietary Google Confidential and Proprietary 40

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Thank You! Google Confidential and Proprietary Google Confidential and Proprietary 41