Net2 - Ad Grants & Marketing for Nonprofits

Jonti BollesWhite Hat Ops

Jonti Bolles | [email protected] | @jonti

Ad Grants and Marketing for Non-Profits

Jonti Bolles

SEM Team

Jonti Bolles | [email protected] WhiteHat Ops

mailto:[email protected]?subject=

1. Mobile Marketing

2. Google for Nonprofits

3. ReMarketing

What We Will Cover

Jonti Bolles | whitehat-ops.comWhiteHat Ops

http://whitehat-ops.com

Mobile Marketing

Jonti Bolles | [email protected]


#Mobilegeddon

https://www.flickr.com/photos/37421747@N00/3281555681/


• Historic -‐ Google announced a date

• Mobile traffic converts ridiculously low

• Mobile 2.0 is an opportunity!



Mobilegeddon



• Do these plugs make me look big?

• Accelera6on of mobile search



• 10% of Donations are online

Mobile is more than Giving. “You have a mobile strategy if you’re sending email”

- Caryn Stein, Network for Good

Not Just Donations



• Opportunity

60-80% of people first open email by phone

Less than 50% of NonProfits have a mobile friendly giving page

Mobile 2.0



• Mobile website• Emails on Mobile• Graphics Optimized• Clear CTA• Easy Sign-up Form

Mobile Strategy



Google for Nonprofits



• Google Adwords

• $120,000 a Year

• Roughly $329 a Day

11

In-Kind Advertising



But Wait, There is More!



GmailCalendarGroupsDrive

One Today

Google Apps

Jonti Bolles | [email protected] http://www.google.com/nonprofits/learning/getting-started.html#tab1


http://www.google.com/nonprofits/learning/getting-started.html#tab1

• Create a custom map of project sites

• Map your date in the field

• Cultural Map and narrative tour

Google Earth

Jonti Bolles | jonti@whitehat-http://www.google.com/nonprofits/learning/getting-started.html#tab2

http://www.google.com/maps/about/behind-the-scenes/streetview/treks/khumbu/


http://www.google.com/nonprofits/learning/getting-started.html#tab2

Relationships

A belief in your cause is a relaHonship.

Reach people via personalized messages. Email and Phone.

Mobile Search now driving calls.

15Jonti Bolles | [email protected]


No One Searches


https://www.youtube.com/watch?v=o0R8rWvyyBE



• Nonprofits receive $10,000 per month to spend on AdWords

• $329 a Day!• Avg spend ~ $300 per month.

What?• Receive free apps and tools• Google GrantPro up to $40K per

month

Google Grants



Functioning WebsiteNon-profit 501 c(3) onlyNon-discrimination policyMust update account regularlyStandards = No affiliate ad links

What’s The Catch?



• Government Organizations• Hospital and Medical Facilities• Schools• Churches (Foundations exception)• Unrealistic expectations and Low QS

Who is Not Eligible?



How Do I Use Adwords?



Bidding Limits

• $2 max per keyphrase

• Best PracHces On-‐Page Performance

• Long Tail Keywords

21Jonti Bolles | [email protected] Image: jennifernovak


Google Trends for Top Phrases


• News • Publisher

and Events


Related Phrases



Quality Score

• Where are you driving traffic? – Landing Pages

• Compete with other chariHes? – Specific Neighborhoods

• What are your acHons and goals? – Volunteers, Customers, Referring Agencies

– Did I menHon Email addresses?



• Conversational Queries • Ok Glass - “I

think I took the wrong medicine”

Hummingbird



Awareness

• OrganizaHon Specific key phrases

• AcHon and Awareness

• Seasonal Campaigns

• Gi\ Catalogs

• Volunteers

• City Specific Programs





• Understand Key Messaging

• Put Goals in Place to Show Value

• Sustain Value beyond Ads

• Training

Communications



ReMarketing



• Display ads for interested groups

• Grants for Awareness, Paid for higher ROI• One-time Donation often become recurring• Capture and remarket via Email• Mobile banners, email, mobile search

Paid Supplement



Searching for 5K run directions

On a News site = ad for the next color run!

Must Visit Your Site First



• Best Practices - Target Audience

• Don’t be annoying - throttle frequency

• RLSA Remarketing Lists for Search Ads coming soon

Paid Supplement



• Build Audience and Resources

• Install Tracking Tags

• Seek professional help and a beverage

Measure



• Return on Investment• Visitors share and build trust• Watch what works then explore and amplify• Show Progress to constituency• Don’t take shortcuts

Analytics - Did it Work?



• Google for Nonprofits• Main Site - http://www.google.com/nonprofits/• Blog - http://googlefornonprofits.blogspot.com/• Support - https://support.google.com/nonprofits• Google+ - https://plus.google.com/

+GoogleforNonprofits/posts

Resource Links



Questions?

Jonti BollesJonti@whitehat-

ops.com

Jonti Bolles | [email protected] White Hat Ops


Date post:	18-Jul-2015
Category:	Marketing
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