If your nonprofit organization meets the minimum criteria for eligibility to receive a Google Ad Grant, there are steps you can take to ensure a successful application process.
If you're considering applying for a Google Ad Grant, there are several approaches your organization could pursue: you could manage the application process yourself, hire someone internally to handle it, or engage a consultant specializing in Google Ad Grant management to guide you through the entire process.
Handling the Google Grant application internally will be the most cost-effective option, although it will demand a significant time investment.
Google Ad Grant consultants, often equipped with expertise in digital marketing and fundraising strategies, can pinpoint potential issues that might hinder your grant approval and ensure that technicalities or mistakes don’t lead to denial.
Once your grant application is approved, a consultant can assist you in devising a strategy to maintain eligibility and maximize the effective utilization of the full $10,000 grant!
To prepare your organization for the Google Ad Grants application, your team can take the following steps:
Familiarize yourself with and prepare for the verification process. While Google has previously collaborated with TechSoup for nonprofit legitimacy verification, they now prefer Percent as their validation partner. Regardless, validation is crucial for Google for Nonprofits (and thus, Google Ad Grants) eligibility, and it may take a few days to complete, so plan accordingly.
Ensure clarity in your mission. Both on your nonprofit's website and in your grant application, your mission should be prominently featured. Ensure Google can easily discern the programs or initiatives you intend to promote using Google Ads. Having a concise mission statement and your EIN in your site's footer can be beneficial.
Update your nonprofit website. Since you'll need to link your Google Ads to your website, ensure it is in good condition before launching your account. Your website should be optimized for both search engines and user experience, with relevant content that is easily readable by Google. Following web design best practices will help prepare your site efficiently.
Following these steps should set you on the path to securing your Google Ad Grants account and funding.
It's important to note that these requirements may vary based on Google's current standards. To simplify the process and minimize potential confusion and frustration, collaborating with a consultant who specializes in Google Ad Grants management is advisable. After all, understanding Google Ad Grants management is their area of expertise, not yours!