Tina Arnoldi provides an overview of Google tools for nonprofits, including Google Sites for creating websites, Google Docs for collaborative document editing, Google Forms and Spreadsheets for collecting and analyzing data, and Google Analytics and AdWords for tracking website traffic and running advertising campaigns. She discusses how to set up Google accounts to access these tools and common issues nonprofits face with high bounce rates, lack of donations or volunteers, and improperly configured analytics and advertising accounts. The presentation aims to help nonprofits better utilize free Google products.

1. Google for Nonprofits
(An Outsider’s Perspective)
Tina Arnoldi
Coastal Community Foundation

2. I’m easy to find
The Day Job
• tina@coastalcommunityfoundation.org
• 793-6036
The Evening Job
• tina@360internetstrategy.com
• 410-9320
• Blog with helpful tips
Online
Twitter: TinaArnoldi
LinkedIn: TinaArnoldi
Slideshare: TinaArnoldi
YouTube: TinaArnoldi
The Fun Stuff
• Pinterest: TinaArnoldi
• UniqueAndHandmade.com

4. Let’s talk about….
• Google Sites
• Google Docs
• Google Analytics
• Google AdWords
• Google Accounts
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5. Sites.Google.com
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10. Google Docs
• Works in the cloud
• Can set security for folders
• Insert comment
• Download to PDF/Word
• Public or private
• Work at the same time
• Notify people of changes by email
• Sharing (not attaching to emails)
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11. Google Forms
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12. Google Spreadsheet
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14. Google Analytics
• Dashboard
– Info at a glance
• Annotation
– Noteworthy event
• Bounce rate
– Site vs. Blog
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• New Visits
– Attracting new
people
– Vs. visitors
• % Change
– What happened?

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17. Problems
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• High bounce rate on everything
• Lots of visits to volunteer sign up or donation page, but no
new volunteers and no donations
• (not set)
• Direct: no links, types URL
• Paid: AdWords not tied to Analytics
• (not provided)
• User is logged into their Google account

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20. Google AdWords for Nonprofits
keyword search: “donate nonprofits”
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21. Google AdWords
• What I like…
– Bid increased to $2
• What I don’t like….
– Only one domain per nonprofit

22. Google AdWords
• A daily budget set to $330 USD, which is
equivalent to about $10,000 per month
• A maximum cost-per-click (CPC) limit of $2.00
USD
• Only run keyword-targeted campaigns
• Only appear on Google.com
• Only run text ads
• Run for as long as the organization remains
actively engaged with their Grants AdWords
account

23. AdWords
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Keywords
Broad foundation • Community foundation
• Foundation building
“phrase” “community
Foundation”
• Coastal Community Foundation
• Community Foundation donations
[exact] [community
foundation]
• Community Foundation
-negative Community
foundation
–California
• Will exclude results for Coastal
Community Foundation in California

24. AdWords
• Campaign (geographic area)
– Ad group (specific service/product)
• Ad
• Ad
– 10 – 30 keywords (avoid duplication across ads)
– Ad group
• Ad
• Ad
– 10 – 30 keywords
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25. AdWords
• Campaign – Charleston
– Ad group - Volunteering
• After-school
• Saturday opportunities
– 10 – 30 keywords (avoid duplication across ads)
– Ad group - Events
• Quarterly picnic
• Monday groups
– 10 – 30 keywords
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27. Google Accounts
• A Google account is any email address connected to
Google service, such as blogger or shared docs. It does
not have to be a gmail address. It is simply an account
with a password that you select. This will allow you to
access Google resources such as shared documents.
• If you are invited to share resources, you must use the
email address where you received the invitation to set
up your account. If you prefer to use a separate email
address, you must ask the person who invited you to
share their content to your other email address.
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28. Google Accounts
• If you are not sure whether you have a Google
account tied to your email address, try the
below.
• Go to https://accounts.google.com and you’ll
see the next screen.
• Below the sign in button, click “can’t access
your account?”
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29. Google Accounts
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30. Google Accounts
• Choose the option “I don’t know my password”, enter
your email address, and continue. If you already have
a Google account tied to the email address where you
received the invitation, you will receive a password
reminder in your inbox so you can reset your password
and you can stop here.
• If you do not have a Google account with the email
address where you received the invitation, you’ll see
the message “No account found with that email
address” and will need to go to the next step.
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31. Google Accounts
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32. Google Accounts
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If you don’t have an account with the email address
where you received the invitation, you’ll need to
create a new Google account. (Note: A new account
is not a new email address.)
To create your account, go to
https://accounts.google.com/SignUp and select “I
prefer to use my current email address”

33. Google Accounts
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34. Google Accounts
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Enter your existing email address in the “Your current email
address” box and continue to fill out the rest of the box. Once
that’s done, you can then connect to shared resources using the
email address where you received the invitation

35. Wrapping Up
• Consider using sites as an internal website for
boards or committees
• At the very least, share docs/drive with
remote groups
• Install analytics. It’s not retroactive
• Sign up for an AdWords account.
• Tell everyone you finally understand Google
accounts… 
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36. I’m easy to find
The Day Job
• tina@coastalcommunityfoundation.org
• 793-6036
The Evening Job
• tina@360internetstrategy.com
• 410-9320
• Blog with helpful tips
Online
Twitter: TinaArnoldi
LinkedIn: TinaArnoldi
Slideshare: TinaArnoldi
YouTube: TinaArnoldi
The Fun Stuff
• Pinterest: TinaArnoldi
• UniqueAndHandmade.com