3%First time

î Text advertising through Google’s Search Network only

To request a quote, call 800.939.5938 x1 or visit search-mojo.com/sales. ©2013, All information in this document is the property of Search Mojo.

If you don’t have enough information about your supporters, consider developing personas to get a better idea of what motivates their decisions to support your organization and how you can best target them.

Source: Online Marketing Benchmark Study for Nonprofits, Blackbaud

IS YOUR NONPROFIT ELIGIBLE FOR A GOOGLE FOR NONPROFITS GOOGLE GRANT?

Sustainer

27%Online donationGROWTHi n 2 0 1 2

One time

10%

Repeat

20%

Are you a branch of an umbrella organization with local chapters

or headquarters?

You can qualify for an individual membership if you apply as a “related

organization” and go through additional screening; were you

approved as a related organization?

NO

Do you have a 501(c)(3) status determined by the IRS?

Are you located in the United States?

NODoes your organization

already have a Google for Nonprofits membership?

NO

YE

S

YES

Only one membership

is allowed per organization; your organization is not eligible to apply for

the Google for Nonprofits program

NO

YES

YE

S

NO

Your organization is not eligible to apply for

the Google for Nonprofits program

YES

Is your organization a government entity/organization, a hospital, a health care organization, or a

religious organization?

NO

YE

S

NO

NOAre you a philanthropic arm of the educational organization?

YE

S

Is your organization a school, childcare center, academic institution, or university?

YES

GOOGLE GRANTS

FACEBOOK ADS

Sources:2013 eNonprofit Benchmark Study, M + R Strategic Services and NTENNonprofit Social Network Benchmark Report 2012, NTEN, Common Knowledge and Blackbaud

î YouTube for Nonprofits is free for members of Google for Nonprofits

î Provides enhanced tools for nonprofits using YouTube, including donation buttons and Call-To-Action overlays

î Ability for nonprofits to get more value from their videos at no additional cost, while also tracking the true impact of video

YOUTUBE FOR NONPROFITS

value that investment in video

feel that budget is the biggest barrier to video invtestment

92%79%

Source:Into Focus – A Benchmark Guide to Effective Nonprofit Video; See3, YouTube, Edelman

Do not know

Other

Based on click-throughrates and actions taken

Anecdotally

Views

of nonprofits either don’t know how to track the impact of video, or only track it anecdotally.

76%

While there is not currently a Facebook advertising program available for nonprofits, Facebook Ads are an opportunity for nonprofits to engage with new donors and their existing base, while increasing awareness and revenue: TARGET

AUDIENCE

Consumers

Direct Sales

Awareness

Lead Generation

MARKETINGGOALS

KNOWN AUDIENCEDEMOGRAPHICS

Interests

Geographic Location

Nonprofit

w h o i n v e s t i n v i d e o MARKETERS

TOP 5 VERTICALSw i t h h i g h e s t m e d i a n o n l i n e d o n a t i o n

0

30

20

10

î Grants of up to $10,000 available to advertise through AdWords

THE STATE OFONLINE GIV NG:Online Marketing Opportunities for Nonprofits

7%Online giving

GIVING

OV

ER

ALL

11.6% Online Revenue GROWTHi n 2 0 1 2

$

î Link and Share posts are most effective at driving website traffic

OPPORTUN TIES

Facebook

a u d i e n c e c o n s i d e r a t i o n sADVERTISING

46% Nonprofit Fan GROWTHi n 2 0 1 2

average cost

(over the 12 months following acquisition)

average value

$21481$350

FACEBOOK LIKE

Average online gift$89

HigherEducation1

Hospitals2Human & Social Services3Disaster & International Relief4Visitation5