Give Back Nation Nonprofit Programs & Services

Branding & Storytelling - Nonprofit Websites - Online Fundraising - Nonprofit CRM

Removing Barriers To Give - Engagement - Unlimited Coaching & Support Membership

Google Ad Grant Management - Social Media Management - Brand Activation

Grant Writing - Auctions - Peer To Peer Fundraising - Events

Since 2011, the Give Back Nation Ad Grant Manager Team has been helping thousands of nonprofits maximize the Google Ad Grant opportunity.

What Is Included In Give Back Nation's Google Ad Grant Management Support?

Grant Acquisition Assistance

We can handle the grant application for you. We’ll simply need temporary admin access to your Google for Nonprofits to submit the application on your behalf. Once your grant is approved, we’ll jump right in to building out your ad account structure. If you do not have a Google for Nonprofits account, please provide a copy of your 501c3 determination letter or TechSoup validation token. State-level documents, documents found online (IRS or GuideStar) and copies cannot be submitted.

Real Time Reporting

We will ensure access to the ad grant account is provided to your team, to serve as a channel to monitor the data. In addition, we will provide a custom Looker Studio reporting template. This will serve as an additional, more simplified data channel that can also be monitored.



Communication

Once your account is set up, we make the process on your end as hands-off as possible. We will make sure to spend the time necessary to help you maximize the grant, and reach out if we see opportunities for growth your organization can assist us with. Please do keep us in the loop of content changes or new landing pages that launch on your website, so we can leverage them in your account.



Meetings With A Certified Ad Grant Expert (optional)

All management plans include call and email support with your Dedicated Growth Manager, but some management plans accommodate built-in Zoom meetings with a Certified Ad Grant Expert to answer questions, strategize and more.

What To Expect Of Users

Majority of Google Ads are seen by new users who are unfamiliar with your organization and website. These users may take a number of different actions once on your website, such as watching a video, exploring multiple pages, contacting your organization, purchasing a product/service, and more. Because these are new users though, it’s important to note that there are certain actions a new user is more likely to take than others.

Marketing Rule Of 7 & Paid Actions

The largest benefit of the Google Ad Grant is driving traffic and generating new leads. We recognize that donations, product sales, and other user actions are a possibility and strong desire from the ads, but like all forms of advertising, the marketing rule of 7 needs to be considered. The rule of 7 quite simply states that it takes an average of seven interactions with your brand before a purchase or a higher intent action will take place. This makes it immensely difficult to obtain a donation, purchase, etc. in the first instance a user makes their way to your website via the ads.

“It takes an average of seven interactions with your brand before a purchase or a higher intent action will take place.”



Funnel

Knowing the difficulties surrounding the marketing rule of 7, we’d still like to best set you up to obtain permanent and longer lasting supporters that are more likely to take a larger investment in your organization in due time. While it starts with Google Ads and a click on your ad, once a user is brought to your website, it’s up to the landing page’s allure, content, and carefully guiding users to a means to an end.

You can learn more about your website’s impact further below, but this is what is known as a funnel. Here is an example of what a funnel may look like for a desired result:

• A user searches for a relative term, and your organization’s ad appears in front of the user on Google.
• The user clicks on your ad and is brought to the landing page the ad correlates to.
• This user is likely to look at numerous pages to familiarize themselves with your organization.
• If the user is receptive to what they see and the great work you do, the user is more likely to fulfill an easy, low-ask action such as joining your newsletter.
• Through newsletter updates of your impact and initiatives, this user will be more likely to make a larger investment in your organization such as volunteering, donating, purchasing, etc. after establishing a deeper familiarity.



What We Expect From You

Our end goal is to require as little time and effort from your organization as possible. As your organization is the owner of the affiliated ad grant accounts (Google for Nonprofits, Google Ads, and/or Google Analytics), the largest time investment will come during the setup portion of our process and access to these different accounts. Thereafter, apart from keeping our team in the loop of website changes and additions, nothing further should be required of your organization.

We will make account related changes for you as we are up to date on the best practices and compliances that must be followed. If you have any specific changes you’d like to be made in your account, please let us know and we’d be happy to adjust the account if possible. If not, we will do our best to provide an explanation of why a change may not be in your account’s best interest and/or offer alternatives. 



Have questions?

As a nonprofit serving nonprofits since 2006, Give Back Nation provides complimentary brainstorming calls for nonprofits to learn more, provide feedback and see what opportunities might exist to help maximize the fundraising ecosystem, increase success, expand impact and more!