Can't Miss Opportunities with Google for Nonprofits

394 views

Published on

Nonprofits have an unprecedented opportunity to leverage online marketing channels that may have been unavailable to them previously, including programs offered by Google for Nonprofits.

What are these opportunities, and how can your nonprofit take advantage of them for the 2014 holiday giving season? Marketing Mojo’s Janet Driscoll Miller will give you the lowdown on digital marketing channels that can help your nonprofit increase online donations throughout the year.

Published in: Marketing
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
394
On SlideShare
0
From Embeds
0
Number of Embeds
7
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Can't Miss Opportunities with Google for Nonprofits

  1. 1. @marketingmojo | #mojowebinar | marketing-mojo.com Presented by Janet Driscoll Miller President and CEO, Marketing Mojo CAN’T MISS OPPORTUNITIES WITH GOOGLE FOR NONPROFITS
  2. 2. @marketingmojo | #mojowebinar | marketing-mojo.com TODAY’S PRESENTER JANET DRISCOLL MILLER President and CEO Marketing Mojo @janetdmiller +JanetDriscollMiller
  3. 3. @marketingmojo | #mojowebinar | marketing-mojo.com 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
  4. 4. @marketingmojo | #mojowebinar | marketing-mojo.com OUR NONPROFIT CLIENTS
  5. 5. @marketingmojo | #mojowebinar | marketing-mojo.com GOOGLE FOR NONPROFITS
  6. 6. @marketingmojo | #mojowebinar | marketing-mojo.com 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
  7. 7. @marketingmojo | #mojowebinar | marketing-mojo.com YOUTUBE FOR NONPROFITS • Drive viewers to action by placing a Call-to- Action overlay directly on your videos
  8. 8. @marketingmojo | #mojowebinar | marketing-mojo.com 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
  9. 9. @marketingmojo | #mojowebinar | marketing-mojo.com GOOGLE EARTH OUTREACH
  10. 10. @marketingmojo | #mojowebinar | marketing-mojo.com GOOGLE APPS • Free access to Google’s business apps with greater storage › Gmail › Google Calendar › Google Drive • 30GB of storage • 24/7 support
  11. 11. @marketingmojo | #mojowebinar | marketing-mojo.com GOOGLE ADWORDS GRANT • Provides $10,000/month in free Google AdWords advertising › Can be increased to $40,000/month in Grantspro program
  12. 12. @marketingmojo | #mojowebinar | marketing-mojo.com GOOGLE ADWORDS GRANT • Limitations: › Only advertise on Google search results › Max CPC of $2
  13. 13. @marketingmojo | #mojowebinar | marketing-mojo.com GOOGLE ADWORDS GRANT • 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
  14. 14. @marketingmojo | #mojowebinar | marketing-mojo.com 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
  15. 15. @marketingmojo | #mojowebinar | marketing-mojo.com WHAT THE GRANT DOESN’T COVER • Keyword Ads > $2/click • Display Advertising • Retargeting via Display
  16. 16. @marketingmojo | #mojowebinar | marketing-mojo.com • 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
  17. 17. @marketingmojo | #mojowebinar | marketing-mojo.com DISPLAY ADVERTISING
  18. 18. @marketingmojo | #mojowebinar | marketing-mojo.com 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
  19. 19. @marketingmojo | #mojowebinar | marketing-mojo.com HOW TO QUALIFY AND APPLY
  20. 20. @marketingmojo | #mojowebinar | marketing-mojo.com 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)
  21. 21. @marketingmojo | #mojowebinar | marketing-mojo.com 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.
  22. 22. @marketingmojo | #mojowebinar | marketing-mojo.com APPLICATION PROCESS Review Eligibility Requirements http://www.google.com/nonprofits/join/ 1
  23. 23. @marketingmojo | #mojowebinar | marketing-mojo.com APPLICATION PROCESS Apply to the Program https://www.google.com/nonprofits/ account/signup/us 2
  24. 24. @marketingmojo | #mojowebinar | marketing-mojo.com APPLICATION PROCESS Enroll in Specific Products 3
  25. 25. @marketingmojo | #mojowebinar | marketing-mojo.com 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
  26. 26. @marketingmojo | #mojowebinar | marketing-mojo.com • Cost of keywords Keyword Monthly Searches Avg. Cost Per Click 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?
  27. 27. @marketingmojo | #mojowebinar | marketing-mojo.com • Cost of keywords Keyword Monthly Searches Avg. Cost Per Click 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?
  28. 28. @marketingmojo | #mojowebinar | marketing-mojo.com GRANTSPRO STRATEGY • Build out a large keyword list › Often long tail, specific terms • Monitor, adjust
  29. 29. @marketingmojo | #mojowebinar | marketing-mojo.com CONTACT JANET DRISCOLL MILLER President and CEO Marketing Mojo @janetdmiller +JanetDriscollMiller
  30. 30. @marketingmojo | #mojowebinar | marketing-mojo.com 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

×