Can't Miss Opportunities with Google for Nonprofits

@marketingmojo | #mojowebinar | marketing-mojo.com

Presented by

Janet Driscoll Miller

President and CEO, Marketing Mojo

CAN’T MISS OPPORTUNITIES WITH GOOGLE FOR NONPROFITS


TODAY’S PRESENTER

JANET DRISCOLL MILLER President and CEO

Marketing Mojo

@janetdmiller +JanetDriscollMiller


ABOUT MARKETING MOJO

• Originally founded as Search Mojo

• Demand generation marketing firm founded in 2005

› Search engine optimization (SEO)

› Paid media management

» Pay-per-click advertising management (PPC)

» Social media advertising

› Content marketing

› Marketing automation

› Analytics consulting

• Headquartered in Charlottesville, VA

› Office in Charleston, SC

• Featured in the Washington Post, B2B Magazine,

MarketingSherpa, Visibility Magazine and many blogs

• Speakers at SMX Advanced, MarketingProfs, PubCon and more


OUR NONPROFIT CLIENTS


GOOGLE FOR NONPROFITS


GOOGLE FOR NONPROFITS

• Program for certain 501(c)(3) nonprofits to receive added benefits from Google and its associated products

› YouTube

› Apps for Nonprofits

› Google Earth Outreach

› OneToday by Google

› Google AdWords


YOUTUBE FOR NONPROFITS

• Drive viewers to action by placing a Call-to-Action overlay directly on your videos


GOOGLE EARTH OUTREACH

• Create a custom map of your project sites in 10-minutes with Google Maps

• Create a narrative Google Earth movie and make it available on YouTube

• Host geospatial data online with Maps Engine & publish polished maps to the web with a Google Maps Engine grant*

• Collect data in the field with Android devices and Open Data Kit and map your data

• Online tutorials to help you get the most out of all available mapping tools


GOOGLE EARTH OUTREACH


GOOGLE APPS

• Free access to Google’s business apps with greater storage

› Gmail

› Google Calendar

› Google Drive

• 30GB of storage

• 24/7 support


GOOGLE ADWORDS GRANT

• Provides $10,000/month in free Google AdWords advertising

› Can be increased to $40,000/month in

Grantspro program



• Limitations:

› Only advertise on Google search results

› Max CPC of $2



• Rules:

› Must only link to one main domain

› Must log in at least once per month to manage

› Ads and keywords must be relevant to the

nonprofit’s mission

› Sales must support program

› Car, boat and property donations not allowed

› No AdSense ads


GOOGLE GRANT CASE STUDY

• Over $300,000 in donations in December

› Averages over $40k/month in donations each

month

• Achieved with only basic $10k/month grant


WHAT THE GRANT DOESN’T COVER

• Keyword Ads > $2/click

• Display Advertising

• Retargeting via Display


• Cost of keywords

Keyword Monthly Searches Avg. Cost Per Click

heart disease 40,500 $ 9.44

how to prevent heart

disease 1,600 $ 4.43

heart disease

prevention 1,000 $ 3.77

what causes heart

disease 1,600 $ 2.69

heart disease in women 5,400 $ 4.70

KEYWORD ADS > $2/CLICK


DISPLAY ADVERTISING


CTR Conversions Cost/Conversion

+90% +700% -66%

• Show ads to previous site visitors

• Cookies last for up to 540 days

• Use retargeting to your advantage!

› Retarget donors next cycle

› Re-engage volunteers

› Take advantage of traffic from Google Grant ads

RETARGETING WITH DISPLAY


HOW TO QUALIFY AND APPLY


HOW TO QUALIFY?

• Based in the US, England or Wales

• Must be 501(c)(3) classification

• Certain types of organizations NOT eligible:

› Governmental entities and organizations;

› Hospitals and health care organizations;

› Schools, childcare centers, academic institutions,

and universities (philanthropic arms of educational

organizations are eligible)


HOW TO QUALIFY?

• Only 1 membership per organization

• Branches of a larger nonprofit that SHARE THE EIN with the parent are eligible

› Branches must indicate that they are applying

as a "related organization" during the

application process and go through additional

screening.


APPLICATION PROCESS

Review Eligibility Requirements

http://www.google.com/nonprofits/join/

1


APPLICATION PROCESS

Apply to the

Program

https://www.google.com/nonprofits/

account/signup/us

2


APPLICATION PROCESS

Enroll in Specific Products

3


GRANTSPRO QUALIFICATION

• Have conversion tracking active

• Login and manage biweekly

• Hit $9900/month in spend over two months

› Don’t have to be consecutive months

› Within a six month period

• Have a 1% or higher average CTR for six months




donate charity 140 $ 12.87

donations to charity 110 $ 11.71

donating to charities 50 $ 6.73

donate to charities 50 $ 9.30

online donations for

nonprofits 110 $ 10.46

SO WHY IS IT HARD TO GET GRANTSPRO?




volunteering

opportunities 1,900 $ 2.05

denver volunteer

opportunities 390 $ 2.45

volunteer

opportunities in

atlanta 720 $ 2.06

volunteer

opportunities nyc 880 $ 2.38

volunteer

opportunities in dc 590 $ 2.07

SO WHY IS IT HARD TO GET GRANTSPRO?


GRANTSPRO STRATEGY

• Build out a large keyword list

› Often long tail, specific terms

• Monitor, adjust


CONTACT

JANET DRISCOLL MILLER President and CEO

Marketing Mojo

@janetdmiller +JanetDriscollMiller


LOOKING FOR HELP? Contact Marketing Mojo 800-939-5938 ext. 101

[email protected]

MARKETING MOJO Twitter: @MarketingMojo

Facebook: facebook.com/MarketingMojoAgency Google+: +Marketing Mojo