What is Google Nonprofit and Why Your Organization Needs an Account There

Starting a nonprofit isn’t easy. You have an inspiring idea, a passionate starter team, and a few generous donors to help you get started. However, when it comes down to it you don’t have enough money to actually get the ball running on your nonprofit. The truth is a large percentage of nonprofits fail within the first five years of starting. The reasons are somewhat obvious: lack of vision, poor decisions from the board, and lack of capital.

There are plenty of blogs about how to ensure that your nonprofit is ready to get started in terms of vision and choosing board members and a solid team to get it started but not many people really talk about the money. Even though your organization is not-for-profit, it requires money and a lot of it. Operating costs (rent, staff, utilities, phone, office equipment, etc.) and administrative costs (what you spend on administering the nonprofit) are the two biggest expenses of a nonprofit.

The third biggest expense is development costs: costs directly related to your efforts. Anything to do with fundraising, sending e-mails, marketing; all of these are development costs. Because it’s the third expense it’s one of the reasons why nonprofits fail. Many organizations simply don’t have enough money after paying the operating and administrative costs and the development costs are the most important because it’s what drives your organization and provides the money for the first two.

The good news is there are ways of spending very little on development costs. From hiring a really good marketing team that knows what they’re doing to using what’s already out there for nonprofits. Google nonprofit offers  “eligible organizations access to Google products and tools that can help nonprofits find new donors and volunteers, work more efficiently, and get supporters to take action.” They will work with you and your nonprofit organization to not just get the word out but create a strong online presence separate from social media. There are several reasons why taking the time and creating an account with Google nonprofit is the way to go.


It’s important to streamline how you run your organization from files to donor lists, and even e-mails. Google nonprofit offers G Suite; it’s all the apps you need as part of your productivity collaboration tools. Nonprofits need to collaborate and G Suite gives you unlimited Google accounts with @yourdomainname instead of @gmail. It also gives you access to Google docs, sheets, sites, slides, etc. And Google nonprofit will give you 30GB of space, and if you need more you can simply talk to a representative and see what can be done.

What’s good about G Suite other than your cost savings is that it’s secure. By avoiding personal e-mails and documents you will foment this idea of shared collaboration and it protects your organization’s internal informational. Also, Google sites can be used as an onboarding tool for new hires, donors, or volunteers. You set it up once and just send the link; it’s easy and seamless.

Google Ads

Google Ads, Google nonprofit gives away $10,000 a month for nonprofit organizations that qualify. The money goes toward fundraising using pay-per-click. With Google ads you’ll be able to drive the kind of people you want to your website. The $10,000 adds up to about 5,000 visits a month. With Google Ads, you can also create specific keywords that are exclusive to your cause. This will help increase the 5,000 visits. This Google nonprofit benefit is probably your greatest tool if you can maximize all that it’s offering.

Other Services

Google nonprofit offers other soft services that help your nonprofit organization but aren’t truly necessary to running a successful nonprofit organization. For example, you can use the YouTube Nonprofit Program to help promote your marketing material by using “Donate Now” buttons and the ability to create links on the video. Another cool feature is that once you reach 1,000 or more subscribers you qualify for YouTube Spaces, which are Google’s production studios found all over the world.

To increase visibility, Good nonprofit created Google One Today, which is an exciting feature that promotes one nonprofit a day on their app. It gives a short story or video about the organization and makes donating extremely easy. If you’re a part of Google nonprofit, your organization will show up and this will increase traffic to your cause.

Google nonprofit is a great way to streamline productivity tools and increase the visibility of your nonprofit organization. Google really wants nonprofits to succeed and will work with you to make that happen. For all these services they offer webinars and 24/7 help to get you started. As long as you’re a verified 501(c)(3), you’re more than likely going to get approved.

Google nonprofit has a list of organizations that don’t qualify but if you’re unsure the application process only takes about 10 minutes. There are ways to succeed without breaking the bank. It’s important to research and look at all your options.

3 Tactics for Nonprofit Digital Marketing

Your nonprofit organization is driven by one thing: passion. Everyone on your team is passionate about the cause because most of the time it’s bigger than them. Everyone on your team knows how to get the word and they’re incredibly organized about the donor list, planning fundraising events, and initiatives to raise awareness and money. The only thing that’s missing is a strong online presence. In today’s market, it’s important to be visible as much as possible.

According to the Global Trends in Giving 2018 report, 54% of donors prefer to donate online. Not only that but about 42% preferred to donate through monthly subscriptions. The report breaks down valuable data between men and women and generations (Millennials, Gen X, and Baby Boomers) across six continents and in five different languages. It’s one of the only comprehensive reports that focus on “how online and mobile technology [impacts] giving.”

Taking this data into consideration it’s important to break down the necessary steps to expand your nonprofit digital marketing plan. Your digital presence needs to be working together not competing against each other. This may seem like it’s a lot to break down or like it will cost a lot of money but with the following 3 tactics your nonprofit digital marketing plan will produce increased results.

1. Social Media

One of the most vital things to do is create a presence. And you can’t do that if your nonprofit organization isn’t on social media. More importantly, it needs to be on all major social platforms (Facebook, Instagram, YouTube, Twitter, etc.). Once you have accounted for all the major platforms then you need to cross-link all of them to get the public to continuously click on your content.

To effectively use social media for your nonprofit digital marketing campaign you need to open the right accounts to get all the benefits. For example, since 2015, Facebook has offered a “Donate Now” button to nonprofit organizations. In order to get this feature, you must have a nonprofit account on Facebook and follow their instructions. And because Facebook bought Instagram you can also raise money on Instagram through a similar process. 

An added bonus is Google Non-Profit and its mission to offer ads and PPC to nonprofits. By verifying that your organization is a 501(c)(3) and applying through Google Non Profit you can receive up to $10,000 a month on Google ads. When used wisely, your organization can create a specific keyword unique to your cause. This will drive traffic to all your social platforms.

2. Emotional Content

Don’t underestimate what your team is already doing: playing at the heartstrings of donors. It’s important to get the content that you already have to go viral (blogs, videos, promotional advertisements, etc.). Blogging helps increase awareness and a donate button (we recommend Donorbox) can be added to make donating via the internet that much easier.

Also, promotional videos, vlogs, or other relevant content can be uploaded to YouTube. It is vital to make it as accessible as possible so that people are willing to donate. You can have links to your other social platforms on YouTube and remind your audience to subscribe to your channel. You can also create a blog and incorporate testimonials.

People love a good story and people love to hear good news and when you envelop that within the “Give me your money campaign” it encourages people to give them your money. By using content you already have, your nonprofit digital marketing efforts are contained to simply getting it out there. You don’t have to do extra work or even spend extra money.

3. Engage with your Audience

It’s important to maintain a relationship with your current donors, while also establishing new ones. Show them both your efforts with emotional content and also articles and links that they will enjoy reading and viewing. You can also provide them with an update of how your organization is going. Always share good news (reaching your fundraising goal, accumulating more donors, expanding your outreach, etc.) and welcome new donors on your website and social media.

Remember to thank your donors every time they donate. According to the Fundraising Effectiveness Report, donors will donate again if either given a gift or called to say thank you after 48 hours of donating. You can pay to have this automated or if your organization is small enough, have someone manually do this. When you thank them you can ask them to share it on social media, and this will grant you with the digital word-of-mouth.

Your nonprofit digital marketing campaign doesn’t have to be costly or time-consuming. These 3 tactics are all related to each other and can be done seamlessly. The most significant takeaway is that you need to have your marketing efforts work together, whether it’s digital or not, and not against each other. Make sure your teams know what each one is doing and they must work collaboratively to get it done.

It’s not only the marketing team’s job to get the word out there and it’s not only the development manager’s job to make the stakeholders and donors happy. It’s the entire organization’s responsibility to collaborate for an effective nonprofit digital marketing campaign.