In the last couple of weeks, I've been hearing a lot of the same questions:
- "Where are you going for vacation?",
- "When's this rain going to stop?",
- "When are you going to marry your girlfriend?",
- "Are you with Team Jacob or Team Edward?".
One question however I'm surprised to be hearing just as often is: "What is Google Grant?". Well, like every other question I get asked, let me Google that for you.
Simply put, Google Grants is a monetary credit towards AdWords awarded to a non-profit organization.
What are AdWords?
AdWords is Google's advertising machine. On the right and top side of your searches in Google, you will often see relevant advertisements based on your search keywords. AdWords is the platform that places advertisers there. Through Google Grants, non-profits are given the opportunity to be highly visible when someone performs searches on keywords and phrases that you designate and assign.
It's essentially a free marketing opportunity. A benefit that many non-profits don't always have the budget for.
From Google.com/Grants
With Google AdWords, you only reach people interested in your organization's information and services.
When Google users search on keywords related to your organization, your ad appears next to relevant Google search results under the Sponsored Links sections. A click on your ad takes users directly to your website.
So instead of looking for an audience, you've got an audience looking for you!
What determines eligibility?
The organization must have a current 501(c)(3) status, and the EIN has to appear in the IRS database. Google states that copies of IRS letters are NOT sufficient.
On top of that, Google does have it's own policy guidelines that are taken into consideration. For one, the website is closely reviewed, "as this is where users will be taken via [the] Google Grant ads". The focus areas for eligible non-profits are wide-ranging and include education, disaster relief, volunteerism, science and technology, youth advocacy programs, and several others. Ineligible non-profits include those in commercial, credit-counseling, and membership/networking organizations. In addition, websites with content that is political, religiously advocating, discriminatory, and offering only fee-based based programs with also be considered ineligible.
Also, although this goes without saying, because Google Grants works off AdWords - you must also have an AdWords account, which will require accepting that platform's own terms and conditions.
Learn more about the details and specifics here.
What kind of impact would AdWords have to my organization?
Personally, I'm certain that being that far up on a Google search will produce immediate results with respect to online visits. But, to make the case on effectiveness, the Google Grants information page has a testimonial from Direct Relief International's COO, Annie Maxwell. Highlights from the article include:
- Increase in visits. Within 2 months, traffic increased 2,000% to 200,000/month.
- Increased online giving. In 2001, Direct Relief raised $56,000. In December 2003, they raised $59,000 online.
- Increased visibility lead to single large donations.
Annie Maxwell took the time to learn AdWords, and "absolutely recommends" it.
Where can you learn (even) more and apply?
Um... Google.com.
At the Google Grants homepage (google.com/grants) you can get a quick overview of features like performance tracking, how AdWords work, advertisement targeting and additional information on the application process.
Google Grants also has a blog, googlegrants.blogspot.com. The blog doesn't just cover information on Grants, but showcases how some non-profits leverage Google tools like Maps and YouTube to outreach and improve interactivity. Within it, there are links to AdWords' Help Center, Grant Help Center and even a Grants Group, where you can communicate with others in a forum setting.
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