This document discusses strategies for non-profits to maximize donations in the fourth quarter, including through the use of Google Ad Grants. It provides an overview of #GivingTuesday, compares traditional and digital donation sources, and presents a case study of a non-profit that drove most of its traffic and donations through a $10,000 Google Ad Grants campaign. The document also outlines how to apply for Google Ad Grants and set up the necessary analytics and campaign structures for success.

1. Maximizing Q4
Donations
Google Ad Grants

2. Overview
● About Why People Click
● #GivingTuesday Review
● Comparing Sources of Donations
● Driving Online Donations
● $10,000 Google Ad Grants Case Study
● Google AdGrants Application &
Requirements
● Q & A
Maximizing Q4 Donations - Google Ad Grants Why People Click

3. About Why People Click
● Founded in 2003.
● Work with for profit & nonprofit
organizations.
● Web sites, social media, paid search and
search engine optimization services.
● Nonprofit work includes Second Harvest
Food Bank of NWNC.
Maximizing Q4 Donations - Google Ad Grants Why People Click

4. #GivingTuesday
● a global day dedicated to giving back.
● Tuesday, December 2, 2014
Maximizing Q4 Donations - Google Ad Grants Why People Click

5. #GivingTuesday 2013
● 90% Amount
#GivingTuesday
increased
● 40% Average
increase in online
gifts

6. Sources Driving Donations
Traditional
● Direct Mail
● Magazines
● Friends/Family
● Radio/TV
● PR

7. Sources Driving Donations
Digital
● E-mail
● Social Media
Marketing
● Search Advertising
● Search Engine
Optimization

8. Digital Sources Used More
Digital sources are used more than traditional
sources.
Source: Compete / Google / Nonprofits Study, July
2013
Maximizing Q4 Donations - Google Ad Grants Why People Click

9. Search Ads Drive Online Donations
Maximizing Q4 Donations - Google Ad Grants Why People Click

10. Digital Drives Offline Donations
Maximizing Q4 Donations - Google Ad Grants Why People Click

11. $10,000 Google Ad Grant
Maximizing Q4 Donations - Google Ad Grants Why People Click

12. Google Ad Grant - Case Study
ElderWisdomCircleTM
online inter-generational
program
pairing advice seekers
with network of
seniors (“Elders”)

13. Google Ad Grant - Benefits
The grant drove
● 65% of advice-seekers
● 71% of overall traffic
● 15% of online donations & volunteer
registrations
Maximizing Q4 Donations - Google Ad Grants Why People Click

14. Google Ad Grant - Benefits
“In the absence of our Ad Grant campaigns,
Elder Wisdom Circle would likely cease to
exist. There is no viable advertising
alternative for our nonprofit that would
be as successful.”
-Doug Meckelson
Founder & President, Elder Wisdom Circle
Maximizing Q4 Donations - Google Ad Grants Why People Click

15. Google Ad Grant - Benefits
Grant was increased to
$40,000/month
Maximizing Q4 Donations - Google Ad Grants Why People Click

16. Google Ad Grant- Application
To apply, visit the Google for Nonprofits site:
http://www.google.com/nonprofits/
Click Join the program.
Maximizing Q4 Donations - Google Ad Grants Why People Click

17. Google for Nonprofits
Maximizing Q4 Donations - Google Ad Grants Why People Click

18. Google Ad Grant: Application
After being approved for Google for
Nonprofits, you’ll be able to return to the site
and enroll in products, including Google Ad
Grants.
Maximizing Q4 Donations - Google Ad Grants Why People Click

19. Google Ad Grant - Requirements
● Nonprofits 501(c)(3) status must be publicly
updated in the IRS's online database; copies
of IRS letters are not sufficient.
● Apply for Google Nonprofit program
● Apply for the Ad Grant
● Setup Ad Campaigns
● Setup Google Analytics
● Setup Goals in Google Analytics
● Actively monitor the account
● Actively adjust the account
Maximizing Q4 Donations - Google Ad Grants Why People Click

20. Why People Click
How we help
● Marketing Plans
● Google Ad Grant setup and management
● Google Analytics setup and reporting
● Social Media Campaign design &
implementation
● Search Engine Optimization
Maximizing Q4 Donations - Google Ad Grants Why People Click

21. Q & A
Your questions.
Maximizing Q4 Donations - Google Ad Grants Why People Click