Powering nonprofit digital marketing through a $120,000/ year Google Grant for Nonprofits, and then setting the proper marketing automation to raise funds, increase volunteers, and boost organizational impact.

1. Powering your nonprofit
through Google Grants
and Automation
December 12, 2017

2. Why do we even care
about digital?

3. Why give the necessary dollars and time on a coherent digital campaign? Here are 10
staggering statistics.
1. Nearly one in three (31.5%) people worldwide donated to charity in 2015 and one in four (24%) volunteered.
Source: http://techreport.ngo/facts-and-stats-about-ngos-worldwide.html
2. By 2018, the global population of social media users is projected to grow to 2.44 billion, or 33% of the world
population.
Source: https://trackmaven.com/blog/social-media-trends/
3. Total giving is expected to grow 4.1% in 2016 and 4.3% in 2017. The vast majority of the giving will be done
by individuals.
Source: http://162.211.248.56/index.php/philanthropy-outlook/total-giving/
Why digital? Where’s the ROI?

4. 4. Matures (born 1945 and before) donate $683 annually. Boomers $478. Gen Xers $465. And Millennials $238.
Donors 40-59 years old are now the most likely to give online.
Sources: http://www.abila.com/lpgs/donorloyaltystudy/ and
https://www.dunhamandcompany.com/2016/01/survey-shows-aging-donors-most-likely-to-give-
online/#sthash.GF57cE1T.dpbs
5. Millennials most inspired to give by social media. Gen X and Baby Boomers by email.
Source: http://techreport.ngo/
6. 18% of all online donations come from mobile device users.
Source: https://www.cdw.com/content/cdw/en/industries/Nonprofit/nonprofit-it-services-and-
solutions.html
Why digital? Where’s the ROI?

5. 7. On average, your followers should grow 23% annually on both Facebook and Twitter.
Source: https://trackmaven.com/blog/social-media-trends/
8. For every 1,000 fundraising emails delivered, a nonprofit raises $44.
Source: http://mrbenchmarks.com/
9. 11% of all online giving occurs over the last three days of the year.
Source: http://www.networkforgood.com/digitalgivingindex/
10. Given the opportunity, 48% of American adults would make donations within a mobile app.
Source: http://www.conecomm.com/research-blog/2014-cone-communications-digital-activism-study
Why digital? Where’s the ROI?

6. So what is this Google
Grants thing?
• $120,000 per year worth of Google’s popular “Adwords” online
advertising available to each eligible nonprofit (typically a 501c3
designation):
– Up to $329 per day or $10,000 per month of advertising
– Opportunity to increase this to up to $40,000 per month
– Part of the overall “Google for Nonprofits” program

7. Before we get into the
nitty-gritty, it’s important
to know this is only one
aspect of a successful
digital campaign.

8. There are 6 steps.

9. Step 1
Know where you’re going.
Roadmap your goals. Real Time
Board is a great (and free
resource to help accomplish this)

11. Step 2
Get in front of new
audiences using a $120K
Google Grant (that’ll be the
main focus of today’s
session!)
Create a strategy and build a multi-
faceted campaign using a $120,000
Google Grant to drive fundraising,
solicit corporate sponsorships, educate
people on your programs, and increase
participation in your events.

12. Step 3
Convert visitors into donors,
volunteers and constituents
Design and develop custom landing
pages that speak specifically to the ad
audience. Each landing page has
different “hooks” that will ask for user
information – such as a newsletter
subscription, “contact us,” a donation
form, or, an opportunity to register for
a new event.

13. Step 4
Automate!
Infrastructure needs to be scalable and
repeatable. Automatically engage with
your contacts in ways they want and
need: nuture potential donors, send
board members automated reports, or
setup a volunteer onboarding. The
opportunities are endless.

14. Step 5
Optimization and Reporting
You can only improve what you
measure. Through detailed A/B
testing, we keep fine-tuning and
tweaking. Data and analytics are
available in reports you can share with
members of the Board, funders and
other stakeholders.

15. Step 6
Train your folks
The goal of any campaign is to
onboard your people - how to manage
and grow with the tools put in place.
You should have extensive
“onboarding” and training sessions to
ensure the campaign has longevity and
doesn’t “live only with one person”

16. What Can a Grant Do for You?
• For nonprofit, free ad budget for your organization to drive:
– Awareness & Engagement
– Donations & Volunteers
– Services & Program Access
• Augment and reinforce other efforts:
– Event Ticket Sales
– Capital Campaigns
– New Program Launches
– Legislative Initiatives

17. What Can a Grant Do for You?
• Some Differences/Constraints from standard Adwords:
– Text only Ads (no images)
– Network Search only (no search partners)
– Bid for a “keyword” (search phrase) term limited to $2.00
– If selling products, certain commercial terms not available
(have to make clear it is being sold for charity)
• Success is rewarded:
– Google Grants “Pro”: Additional $30k per month - a total of
$40,000/month ($480k per year!)

18. A brief primer on key terms…
Keywords: The word or phrase people use to search in Google (for example
“restaurants near me”). You “bid” on these (up to $2) and depending on demand for
that search phrase’s popularity, the price will be established. Since the demand
includes commercial (paid) advertisers, the price can be driven up over $2 (your
bidding limit as an Ad Grant recipient).
– Ad: A short, specific text-only advertisement that is shown when a
relevant/related keyword is searched.
– Ad Group: A set of ads that focus on specific topic area (for example “Single
Moms”)
– Campaign: A set of ad groups.
– Landing Page: The page on your website where the specific ad points -
where people “land” when they click on the link in your ad.

19. A brief primer on key terms…
– Relevancy Score: Google’s proprietary algorithm that looks at how closely related (or
“relevant”) your ad, keywords and landing page are to each other. The higher the
score, the more likely your ad is to show when someone searches with that phrase.
• Adwords statistics/measures:
– CPC (Cost Per Click): average cost every time someone clicked on your ad - this is
what is “charged” against your ad budget
– CPM (Cost per impression): average cost for each viewing of your ad - this is based
on number of times your ad is presented to someone divided by the cost of the
search phrase
– CPA (Cost per acquisition): average cost to “acquire” a “customer” - what did it cost
to bring someone to your site (based on number of times presented and cost per
click)

20. A brief primer on key terms…
• Ways to choose how to match search terms or “Keywords” Broad Match:
misspellings, synonyms, related searches & variations
– Broad Match Modified: same but not synonyms, +single +dads
– Phrase Match: close variations to a phrase, “single dads”
– Exact Match: exact term, [single dads]
• A campaign is at the top level of the hierarchy. Ad Groups fall under that.
Keywords fall under that.
– So… Single Parents could be a campaign. Single Moms could be an Ad
Group, Single Dads could be another Ad Group. Single Dads could have
keywords such as “single dad help” or “single dad resources.”

24. Ads are what shows up when someone
Googles a keyword or phrase.

25. The Keywords –
this is what brings up
the ads.
With the multiple bid of 2.00
CPC (cost per click) that’s the
nonprofit maximum, some
keywords won’t show. Note
the ineligible ones to the side.

26. But… many still
do show.
It’s important to get a variety of words,
so while some may be ineligible, many
are eligible. You can also edit an ad and
play with Broad Match, Modified Broad
Match, Exact and Phrase Match for
eligibility.

27. Opportunities – At
a Glance.
Short, actionable statements from Google to
improve ranking and clickthroughs.

28. Creating your first campaign.
Creating your
first campaign.

34. Just because you have an
ad, doesn’t necessarily
mean a clickthrough. It’s
also about Ad Relevance.
Your Quality Score depends on:
-Relevance
-Ad quality
-Keyword quality
-Expected clickthrough rate
(impressions divided by clicks)
-Landing page experience

35. • Have quality and relevant keywords..
• Have quality and relevant ads.
• Fine-tune those ads and ensure they aren’t
conflicting with others.
• Have amazing landing pages.
So make sure you
do these things…

36. The model is simple.
-Use AdWords to raise awareness and to drive traffic to your site.
-Have quality landing pages to convert traffic into known contacts.
-Nurture that list for long-lasting donors, volunteers and
constituents/ people you help.

37. But don’t forget this is just one
part. Traffic is awesome, but if
you don’t convert to a program
participant, donor, volunteer,
then it’s a bit for naught.

38. 2 minute overview of
automation.
-Obtain the visitor’s contact information
(newsletter, contact us form, etc)
-Tag them appropriately.
-Market to them.
-Convert them.
Live demo!

39. Q&A
Also, feel free to reach out to us anytime!
Kevin LaManna: kevin@mondaylovesyou.com or 312-
971-3111
Cassie Dennis: cassie@mondaylovesyou.com or 312-973-
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