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This was a presentation from Nonprofit Networking Day at St. Bonaventure University in November, 2014. The purpose of the presentation was to make organizations aware of the opportunity and how to utilize Google Grants to have the maximum impact on the organization.
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@protocol80
Google Grants for
Nonprofits
@protocol80
Thanks for coming
Lots to cover in a short amount of
time!
@protocol80
Just a bit about us... 12+ years helping businesses &
organizations succeed online!
@protocol80
@jcurcio
@protocol80
A Bit About Us...
Some of the
peeps we
work with!
@protocol80
@protocol80
Before We Get Down and
Dirty...Please use social media during
and after the event!
@protocol80
Be Social:
@protocol80
#GoogleGrants
Everyone that tweets something
using these will get a p80 Carabiner.
@protocol80
Be Social:
@protocol80
#GoogleGrant
s
3 Tweeters will also get a sweet p80
mug or fancy Google to-go coffee
mug!
@protocol80
@protocol80
Don’t be shy, try something like
this:
@protocol80 is teaching us about
#GoogleGrants at Nonprofit
Networking Day!
@protocol80
Or use any of these:
@protocol80
Let’s get this show on the road!
@protocol80
How many of you are at
organizations that have a website?
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Hopefully EVERYONE!!!!
@protocol80
OK, so who struggles getting enough
website traffic?
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Now who struggles at turning website
traffic into “conversions”?
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Little Traffic + Poor Execution = Minimal
Success
@protocol80
Lots O’ Traffic + Poor Execution = Minimal
Success
@protocol80
Little Traffic + Good Execution = Minimal
Success
@protocol80
@protocol80
Traffic is the first piece...
That is where
Google Grants
comes into play.
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@protocol80
AdWords
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Choose keywords...
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Show ads...
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Searcher clicks…
There is a cost associated with the
click (CPC)
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Searcher that clicks visits website.
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Advertiser has a daily budget,
when it’s met the ads stop
showing.
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@protocol80
Advertiser might be paying $0.05,
$0.33, $1.25, $22.00, $50.00, etc..
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Accrues to a monthly bill.
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Even with the monthly bill and agency
costs, it can provide an awesome ROI
@protocol80
@protocol80
If you didn’t have to pay for the clicks?
That would be even better, right?
@protocol80
@protocol80
Google Grants allows an organization
to spend up to $10,000 per month of
in-kind advertising!
@protocol80
@protocol80
Yes. $10,000 PER MONTH!
@protocol80
@protocol80
Before everyone gets too excited,
there are eligibility requirements.
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Valid charity status with 501(c)(3)
already in the online database
(Guidestar)
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@protocol80
No governmental entities or
organizations.
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@protocol80
No hospitals or medical groups.
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@protocol80
No schools, childcare centers,
academic institutions, or universities.
There are other opportunities for these folks...see me later.
@protocol80
@protocol80
There are also guidelines once
approved.
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Must be mission focused.
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Have a working website and use only
one website for the grant.
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Must actually manage ads (or agency).
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No display ads.
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Can’t be strictly commercial
advertising.
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Can’t sell financial products or request
car, boat, property donations.
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@protocol80
Whew...there can’t be more than that,
right?
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@protocol80
There can and it’s the real kicker...
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@protocol80
You can’t bid more than $2.00.
@protocol80
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Yet, you compete with businesses that
have no limits (other than budget).
@protocol80
@protocol80
This is why the average grant recipient
spends only 3% of the budget.
@protocol80
@protocol80
Although you compete with these
businesses, you’re still “judged” the
same.
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@protocol80
Higher quality score =
lower cost for a higher position
@protocol80
@protocol80
The only way to maintain
competitiveness is by just being better.
@protocol80
@protocol80
Higher quality score is EARNED
through good account structure and
being user focused.
@protocol80
@protocol80@protocol80
@protocol80
You’re pleasing Google’s searchers,
they’re rewarding you with lower
CPCs.
@protocol80
@protocol80
Now your $2.00 bid can go further.
@protocol80
@protocol80
But we did say we’d have to change
both factors to be successful...
@protocol80
@protocol80
Lots O’ Traffic + Poor Execution = Minimal
Success
@protocol80
@protocol80
Good execution occurs when the website
visitor takes the intended action.
@protocol80
@protocol80
What might some of your intended actions be?
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Giving?
@protocol80
@protocol80
Sure, but unless that person’s goal was to find
you specifically, they won’t just give.
@protocol80
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You must educate them first.
What makes you so great?
@protocol80
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Without shoving a brand down their throat.
@protocol80
@protocol80
Inbound Marketing
@protocol80
Attract Conver
t
Close Delight
@protocol80
Make them aware of the problem...
@protocol80
@protocol80
Make them want to learn more...
@protocol80
@protocol80
Convert them into a soft lead...
@protocol80
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Then nurture them to the point where they
want to give (or other intended action).
@protocol80
@protocol80
That process must start within
SECONDS of the ad click.
@protocol80
@protocol80
They must be directed to a fast
loading landing page...
@protocol80
@protocol80
That looks GREAT!
@protocol80
@protocol80
And gets the point across quickly.
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Bad example…
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Bad example…
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Decent Example
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Good Example
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@protocol80
Capture their attention, give them
the info that they want.
@protocol80
@protocol80
Answer these questions quickly…
1. Where am I?
2. What can I do here?
3. Why should I do it?
@protocol80
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1. Mission
2. Goals
3. Objectives
4. Work
5. WHERE THE MONEY GOESAccording to a Neilsen report.
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Then get them to take the next
action.
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Good Example
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Good Example
@protocol80
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If you’re trying to collect donations
add trust seals (Verisign, BBB, Charity Navigator).
@protocol80
@protocol80
Forms should ask for RELEVANT
information.
@protocol80
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Don’t settle on just 1 landing page.
@protocol80
@protocol80
There should be different landing pages
for each stage of the “buyer’s journey”.
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@protocol80
And topic.
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Good execution requires making it
as easy as possible for the user.
@protocol80
@protocol80
Lot’s O’ Traffic + Great Execution =
Infinite Success
@protocol80
@protocol80
We Know...IT’S A LOT!
But help is here when you need it.
@protocol80
@protocol80
Questions
? @jcurcio