Google for Nonprofits

Google Confidential and Proprietary 1

Google for Nonprofits

Tim Freeth, Colby Chilcote & Elyse GuilfoyleGoogle for Non-Profits Team, Ann Arbor


Essential Tools and Strategies for Nonprofits

1. Intro to Google for Nonprofits

2. Expand reach

3. Improve operations

4. Raise awareness




2. Expand reach


4. Raise awareness

Google Confidential and Proprietary

Overview of Google for Nonprofits


Tools to promote your cause, raise money, and operate more efficiently





Google for Nonprofits on YouTube

www.youtube.com/googlefornonprofits




2. Expand reach


4. Raise awareness


Get started with Google.com

Google Confidential and Proprietary10

The Anatomy of a Search Results Page

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Query (keyword)Query (keyword)



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Organic ResultsOrganic Results


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4

Ads(AdWords)

Ads(AdWords)


Reach users through Grants


Google Grants Overview

• In-kind advertising program for 501(c)3s

• You create your ads and choose your keywords

• On Google.com

• Self-managed by your organization

• Monthly cap of $10,000 in free advertising

• Maximum CPC bid of $1

• Continues indefinitely


Target Your Specific Advertising Goals

• Common goals include:– Increasing awareness

– Soliciting donations

– Promoting events & programs

– Recruiting volunteers & staff

• Create multiple ads with targeted messaging to encourage different actions

Donate to the Red CrossProvide Relief to Disaster

Survivors Around the World!www.RedCross.org

Donate to the Red CrossProvide Relief to Disaster

Survivors Around the World!www.RedCross.org

Habitat for HumanityLocal Non-profit Building

Affordable Housing in Washtenawwww.H4H.org

Habitat for HumanityLocal Non-profit Building

Affordable Housing in Washtenawwww.H4H.org

Official Volunteer SiteBe a volunteer this holiday season!Help Gleaners fight Mich. hunger

www.GCFB.org

Official Volunteer SiteBe a volunteer this holiday season!Help Gleaners fight Mich. hunger

www.GCFB.org

Ann Arbor Summer FestivalNational and InternationalPerformers in Ann Arbor

www.AnnArborSummerFestival.com

Ann Arbor Summer FestivalNational and InternationalPerformers in Ann Arbor

www.AnnArborSummerFestival.com


Learn More About Google Grants

www.google.com/grants


Review Eligibility & Apply Online

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Complete Online Application Form


Complete Online Application Form




2. Expand reach


4. Raise awareness


Streamline collaboration with Apps


Collaborating like it’s 1999: Pain and frustration

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John

Bob

Sally

Version 1.1

Version 1.2

Version 1.3

Version 1.4

Revision1.0

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Sally

Version 2.1

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Get your team on Google Apps

Easy collaboration

Everyone’s on the same page

Maintain your own .org e-mail addresses

Import and export documents in common formats

Offline access

Free

Extras for non-profits

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http://www.google.com/a/npo


Gmail (with your custom .org email domain)

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How does it work?

See shared and public calendar information all in one place, right alongside your schedule

Set up automatic event reminders, including mobile phone notifications, andinstantly bring up anything on your calendar with the built-in search tool

Google Calendar: Shared calendars made easy


How does it work?

Import your existing documents and spreadsheets or create new ones from scratch

Share and edit your documents and spreadsheets from anywhere online

Invite people to your documents and spreadsheets and make changes together at the same time

Google Docs: One document in one place


Follow your org in the news with Alerts


Google Alerts

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Make donations easier with Checkout


Google Checkout for Nonprofits

The Benefits

• Fast, convenient donation processing

• No monthly setup or gateway service fees

• Transaction processing fees from 1.9-2.9% + $0.30 per transaction

• Google Checkout badge appears on Google.com advertising


Understand your users with Analytics

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Am I creating

effective content?

How do I improve site interaction?

How can I make my marketing campaigns more

effective & accountable?

How are users engaging

with my site?

Google Analytics: Free, Quick to Install, Easy to Use

Product Overview: Google Analytics

Where and why are visitors abandoning my

donation process?

Providing Answers to Difficult Questions




2. Expand reach


4. Raise awareness


Activate your YouTube audience


The YouTube Nonprofit Program

The Benefits

• Premium branding capabilities

• Ability to upload longer, larger files

• Option to embed a Google Checkout button to drive fundraising

• Ability to drive action from your videos via an in-video ad overlay or video annotations

• Option to select custom thumbnails for each video


The World Food Programme Success Story

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• Made a 1-minute video linking the billion hungry people in the world to the billion people online

• Added call-to-action in-video overlay asking people to donate to the hungry

• Video raised $35K on World Food Day and had 300K views

• Has raised thousands more in following weeks and added 300K more views


Keep it inexpensive

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Visualize your cause with Maps


Google Maps & Google Earth

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• Visualize your cause and tell your story

• Organize supporters and build simple maps with MyMaps

• Use Google Earth Outreach for advanced feature needs


Organize supporters with Maps

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Go social with Blogger


Blogger: Starting a conversation

• Easy publishing

• Complete control over look and feel

• Custom domain mapping

• Embed photos, videos, shared items and more

• Make it social - allow comments and followers

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www.google.com/[email protected]

Documents

Google for Nonprofits