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  • Good evening.My name is Liz Barnum, and I’m an Account Strategist at Google. I’ve been working in our Mountain Viewoffice since January of this year.Part of my volunteer work has been to educate local, Michigan-based nonprofits on what Google for Nonprofit tools can do for their organizations, their impact, and their bottom line. This webinar is the first in a series of monthly webinars for 2013 that will share specific ways as to how nonprofits can use Google for Nonprofit tools to improve their operations.
  • The web is pervasive, and it’s becoming as important of an arena as face-to-face, in-person interactions. A 2012 research report found that more people talk online than they do “in real life” with one another. Many of these conversations begin with a website interaction. And your website is where most visitors prefer to learn about your nonprofit. This is also the vehicle through which 20% of your constituents will be making a donation. And now, more than ever, people are engaging with your sites on-the-go via their smartphones and tablets. Nonprofits are quickly making moves to optimize their sites for mobile browsing.
  • Nonprofits’ audiences are online, and with constantly evolving technology, Google understands it can be difficult to stay at the forefront of these changes to make sure you’re doing what you can to reach the right audience. The Google for Nonprofits program aims to make this process considerably easier for nonprofits, and to make the web work better for you.
  • We’ve heard your challenges and your goals…
  • … And we’ve boiled them down to four main areas. Raising awareness for your nonprofit and its missionFinding incremental donors and volunteers for your programsGaining internal efficiency, especially with limited resourcesEnsuring that you’re making the most of your online presence
  • So, to address the first challenge: In a busy world, how do you raise awareness for your nonprofit?
  • … So how are you supposed to share all the great things that your nonprofit is doing to build this trust among your online audience? And one of the answers is YouTube. YouTube has the visual, audio, and social capabilities to really bring a message to life.
  • YouTube has reach that allows your message to be received by a massive audience. YouTube gets 4B views a day and 1 trillion views per year. In total, 3B hours of video are watched by viewers each month. There are approximately 800M unique visitors to YouTube every month, and 70% of those viewers are outside of the US.YouTube capabilities include the ability to customize your channel to match your organization’s look and feel, and to get viewers to donate directly from your YouTube channel by clicking on an embedded Donate button. You can also direct YouTube visitors to your website with free overlays that appear over the videos on your channel.
  • Invisible People TV is just one of many examples of an organization’s success with YouTube.Mark Horvath founded Invisible People not to dwell on the problem of homelessness, but to address the solutions. Invisible People gives those experiencing homelessness the chance to speak to a wide audience about their situation. After all, while these people go largely unheard in the conversation about homelessness, they are the best source for answers. But funding for this project is immensely difficult to come by.Invisible People has looked to YouTube for massive reach, replacing high production values with authentic, straightforward interviews that have reached over 3.5 million total views and 60,000 views per month. And retention is enormous when people find their way to the YouTube channel. Visitors take the time to truly absorb what’s in front of them. In short time, Invisible People has brought the realities of homelessness into focus and reframed the issue as something that’s entirely solvable. Having found an audience of new stakeholders, Invisible People has created tangible support in North America and has future plans of expanding with local chapters for more impact.
  • So, onto the next challenge: With competing priorities, how can nonprofits effectively and efficiently find new donors and volunteers?
  • So it’s important to try to reach this audience when they’re looking for you.
  • One of the best ways to do that is through Google AdWords. Google AdWords is Google’s online, pay-per-click advertising product. For eligible 501(c)(3)s, the use of the AdWords product is entirely free, and we refer to the nonprofit program as Google Grants. With AdWords, you serve up your organization's message to your target audience at the precise moment that they're searching for more information about your organization or service on Through the language in your ad, you can encourage people to volunteer, donate, or learn more about your organization once they click on the ad and visit your website.
  • Kiva is a microlending organization, and they use Google for Nonprofit Tools to drive qualified online traffic to their website, fund millions of dollars in loans and improve thousands of lives in dozens of countries around the world. Specifically, they have used Google AdWords to raise awareness for their organization and drive traffic to their website. They’ve seen a traffic increase of 215% since implementing AdWords.
  • Google+, our social tool, is another great way for nonprofits to deliver the right message to the right audience.
  • Through a Google+ account, your organization can better represent yourself to users interested in you and your cause. People choose to “follow” your nonprofit, and based on your followers, you can organize those users into “circles” in order to share the most appropriate message with each audience. For example, if you’re hoping to re-engage your donors for another fundraising event, you may want to speak to previous donors only. Through Circles, you can achieve this delineation.Google+ has a number of other features, like “Hangouts” with is Google+’s videoconferencing tool. You can host up to ten people in a video conference for free, and you also have the option of webcasting that conference to an infinite number of people through our Hangouts on Air feature. A Google+ presence also influences how your organization appears and gets discovered in search results.
  • UNICEF, the United Nations Children’s Fund, works for children’s rights, their survival, development and protection around the globe. UNICEF recently wanted to raise awareness on important issues affecting the Democratic Republic of Congo. At UNICEF, the tools provided at no charge through Google for Nonprofits provided a way for the organization to share knowledge and insight and disseminate best practices through the Internet and social media, including Google+. They leveraged the power of Google+ Hangouts to connect activists, bloggers, and students on important issues affecting the Democratic Republic of Congo, such as polio, child soldiers, and gender-based violence. Mia Farrow, UNICEF Goodwill Ambassador, hosted the Google+ Hangout and they had over 1000 viewers.
  • And the final goal: With limited time, how do you know that the Web is actually working for your nonprofit?
  • This challenge can be overcome with Google Analytics. Google Analytics is a free web analytics tool that allows businesses and organizations to discover how people find and interact with your site. You can connect Analytics with your AdWords and social network efforts to determine efficacy. You can also use the tool to measure the engagement of your supporters on your sit, and to identify and understand how different audiences (volunteers, donors and stakeholders) are interacting with your website.
  • Nuru International is a social venture committed to ending extreme poverty in remote, rural areas by offering locally-led training in agriculture, personal finance, healthcare, water sanitation and education. They were hoping to overhaul their website recently, and were looking for hard data on how users engaged with their site in order to make the right changes.They used Analytics reports to identify the most popular content on their site and highlight new fundraising opportunities. Through this knowledge and these changes, they updated the site effectively and gained more donations through their site.
  • I hope that these examples and Google for Nonprofit tools give you a strong starting point on how you can raise awareness for your nonprofit, find new donors and volunteers, become more efficient, and ensure your online efforts are working.
  • So to get started with Google for Nonprofit Tools, we’ll go through the eligibility requirements, explain how to apply, and share online resources with you.
  • Eligibility is primarily determined by 501(c)(3) status. This is a requirement. Your organization must also agree to nondiscrimination and donation receipt and use certifications. Organizations that are typically ineligible for the Google for Nonprofits program are government entities, hospitals and healthcare organizations and schools, childcare centers, and universities. Charitable arms of universities can be considered, though.
  • The application can be found at Make sure your Tax ID number (or EIN) is handy, as this is a mandatory component of your application.
  • The Google for Nonprofits site also offers additional resources, like start up guides and video tutorials, to help you use these tools efficiently and effectively.
  • Another way to stay connected to important news and resources related to the Google for Nonprofits program is through our Google+ page.
  • Again, for any additional questions you may have, is the one-stop shop that can answer basic questions. To stay abreast of future webinars, follow the Google for Nonprofits team on Google+. Thank you everyone for joining me today, and have a great day!
  • Preso Penn State

    1. 1. 1Google Confidential and Proprietary 1 for Nonprofits Introduction to Google for Nonprofits September 23, 2013
    2. 2. 2Google Confidential and Proprietary 2 for Nonprofits
    3. 3. 3Google Confidential and Proprietary 3 for Nonprofits 1. Achieve and Johnson, Grossnickle and Associates, ―2012 Millennial Impact Report,‖ June 13, 2012. 2. Blackbaud, ―2012 State of the NonProfit Industry,‖ Oct 19, 2012. 3. Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google CHECK BLOGS SEARCH READ REVIEWS SHARE VIDEOS NETWORK 65% of US Millennials prefer to learn about Nonprofits from their website1 57% of people talk more online than they do in ―real life‖3 1 in 5 US Nonprofits receive donations online2 40% of Nonprofits plan to enable their website for mobile browsing in the next 12 months2
    4. 4. 4Google Confidential and Proprietary 4 for Nonprofits Google for Nonprofits connects your Nonprofit … make the web work better for you
    5. 5. 5Google Confidential and Proprietary 5 for Nonprofits What we’ve heard…
    6. 6. 6Google Confidential and Proprietary 6 for Nonprofits Raise awareness for your nonprofit Find new donors and volunteers Know the web is working for you
    7. 7. 7Google Confidential and Proprietary 7 for Nonprofits Challenge: In a busy world, how do you raise awareness for your nonprofit?
    8. 8. 8Google Confidential and Proprietary 8 for Nonprofits What if you could bring your social impact alive with sight, sound and motion?
    9. 9. 9Google Confidential and Proprietary 9 for Nonprofits 3B hours of video watched per month 800M unique users visit YouTube each month 70% of viewers are from outside the US 4 billion views a day; 1 trillion views a year
    10. 10. 10Google Confidential and Proprietary 10 for Nonprofits Invisiblepeopletv Goal: Spread awareness, share stories and start a conversation Method: Video Stories and interviews uploaded to YouTube Results: 14,780 subscribers; 3,500,000 video views! Tell your story with YouTube Communicate your social impact through engaging online videos
    11. 11. 11Google Confidential and Proprietary 11 for Nonprofits Challenge: With competing priorities, how do you find donors and volunteers?
    12. 12. 12Google Confidential and Proprietary 12 for Nonprofits What if you could reach the right people at the right time?
    13. 13. 13Google Confidential and Proprietary 13 for Nonprofits Be found with Google AdWords Reach donors and volunteers when they are searching for you
    14. 14. 14Google Confidential and Proprietary 14 for Nonprofits Goal: Raise awareness about Kiva among people who want to do good Method: Use targeted Google AdWords campaigns to drive users to Kiva’s website Results: Increased site traffic by 215% Be found with Google AdWords Reach donors and volunteers when they are searching for you
    15. 15. 15Google Confidential and Proprietary 15 for Nonprofits What if you could share the right message to the right person?
    16. 16. 16Google Confidential and Proprietary 16 for Nonprofits Connect with people on Google+ Spread the right message to the right person Volunteers 4268 Ready for retirement 2860 Donors 2536 Organize followers into Circles to share the right message with the right person
    17. 17. 17Google Confidential and Proprietary 17 for Nonprofits UNICEF Goal: Raise awareness on important issues affecting the Democratic Republic of Congo Method: Leveraged Google+ Hangouts to connect activists, bloggers, and students Results: Connected with participants from around the world in a Hangout with over 1,000 viewers Connect with people on Google+ Spread the right message to the right person
    18. 18. 18Google Confidential and Proprietary 18 for Nonprofits Challenge: With limited time, how do you know the web is working for you?
    19. 19. 19Google Confidential and Proprietary 19 for Nonprofits What if you knew how the web was working for you?
    20. 20. 20Google Confidential and Proprietary 20 for Nonprofits Nuru International Goal: Get hard data on how to overhaul their website Method: Analyzed Google Analytics reports to identify most popular content on the site and new fundraising opportunities Results: Updated site with new user design and more prominent online donations Measure success online with Google Analytics Understand how visitors find and interact with your site to drive desired behavior
    21. 21. 21Google Confidential and Proprietary 21 for Nonprofits Raise awareness for your nonprofit Find new donors and volunteers Know the web is working for you
    22. 22. 22Google Confidential and Proprietary 22 for Nonprofits How To Get Started Review eligibility requirements1 Apply to the program2 Once approved, enroll in specific Google Products 3 Get started with product tutorials4
    23. 23. 23Google Confidential and Proprietary 23 for Nonprofits Eligibility Requirements Holdcurrent501(c)3status,asdeterminedbyUSIRS Acknowledgeandagreetonondiscriminationanddonationreceiptand usecertifications Followingorganizationsarenoteligible: • Governmentalentitiesandorganizations • Hospitalsandhealthcareorganizations • Schools,childcarecenters,academicinstitutions,anduniversities
    24. 24. 24Google Confidential and Proprietary 24 for Nonprofits Visit and click Join the Program One application Many perks – Free advertising – Free apps – Premium features on YouTube and Google Earth – Resources and support specifically designed for non- profits Application
    25. 25. 25Google Confidential and Proprietary 25 for Nonprofits Visit: rning/ for access to get started guides and video tutorials to use Google tools efficiently and effectively Learn
    26. 26. 26Google Confidential and Proprietary 26 for Nonprofits Stay Connected Visit: and for ongoing discussion about nonprofits and technology
    27. 27. 27Google Confidential and Proprietary 27 for Nonprofits Questions?