SocialRaise Webinar: Google Grants for Nonprofits

Utilizing Google Grants!for Nonprofits

Presented by Kevin LaManna & Cassie Dennis of SocialRaise

9.18.2014

1770 W. Berteau Ave, Suite 206 | [email protected] | 312.973.1112


Agenda •  Who is SocialRaise? •  What is Google Grants & what can it do for you? •  Where do you get a Grant? •  How do you get launched once you have one? •  What does it take to be successful? •  Questions? •  What else?

Before we start with AdWords, allow us 145 seconds to tell you who we

are.


Who is SocialRaise?

We are a Chicago-based digital agency who helps clients create brand awareness, communicate their messages and deliver results in this technology-driven world. Clients range from some of the smallest non-profits to the Fortune 500, though many have a focus on doing good while doing well.

Director of Sales/ Marketing and CRM data geek. www.linkedin.com/in/catherinedennis/

Principal at SocialRaise www.linkedin.com/in/kevinlamanna/

Professional Treat Eater. www.linkedin.com/in/joshthedog/

1770 W. Berteau Ave. Suite 206 Chicago, IL 60613

We’re a small but mighty team of 14 people. On today’s call, here’s what’s involved…


Within the past few months, we’ve… •  Partnered to develop over a dozen projects for Yamaha including the Disklavier Education

Network (“DEN”) allowing students to audition to colleges from anywhere in the world. •  Enabled a $13mil Capital Campaign to build a community center in Iowa for one of the nation’s

largest nonprofits •  Envisioned and built communication platform for the Museum of Science & Industry (one of the

largest museums in the world!)—in one weekend. •  Created a strategic plan that helped take a young nonprofit which makes music education

accessible for kids with disabilities to the next level and expand their services. •  Custom solution package for Chicago Chamber Choir resulting in $5k immediately and

infrastructure for future campaigns •  Created online support networks with fundraising capabilities and tactics for rare disease

communities. •  Centralized communication resources and enabled SitStayRead to scale and grow with

Salesforce CRM

Ok…!Now onto Google Grants.


What is Google Grants? •  $120,000 per year worth of Google’s popular “Adwords” online advertising

available to each eligible nonprofit –  Up to $329 per day –  Would be a large part of a for-profit’s marketing budget –  Expect to get $3 to $4 in revenue for every $1 spent –  Part of the overall “Google for Nonprofits” program


What Can a Grant Do for You? •  For nonprofit, free money to deliver the equivalent ROI in:

–  Donations & Volunteers –  Service/Program Access –  Awareness & Engagement for Your Organization

•  Augment and reinforce other efforts: –  Events –  Capital Campaigns –  New Program Launches –  Legislative Initiatives


What Can a Grant Do for You? •  Some Differences/Constraints:

–  Text only Ads (no images) –  Network Search only (no search partners) –  Bid for a term limited to $2.00 –  If selling products, certain commercial terms not available

•  Success is rewarded: –  Google Grants “Pro”: Additional $30k per month, totally $40,000 a month.


Where do you get a Grant? •  Query in Google for:

–  “Google Grants” –  “Google Ad Grants” –  “Adwords for Nonprofits”

•  Visit the dedicated area on Google site: –  http://www.google.com/grants/


Eligibility & Process •  Currently available to 501c3’s (as designated by IRS and listed in Guidestar’s

online database) –  Check the eligibility status particulars on the eligibility information page

•  Approval can range from a few days to two weeks –  If you have recently received your intent letter, it can take time for your

organization to appear in the online database & delay process


Why AdWords? •  It’s targeted.

–  “I’m targeting single mothers in Columbus, Ohio to sign-up for a local charity run.

•  It’s measurable -“I know my marketing resources are put to good use.

•  It’s providing an answer for what someone is looking for. –  “I’m a single mom looking for help”

•  It’s free for nonprofits. –  (“I have $120,000K to use for online marketing!”)


A brief primer… •  Some main AdWords lingo.

–  CPM (Cost per impression). –  CPC (Cost per click). –  CPA (Cost per acquisition)

•  A campaign is at the top level of the hierarchy. Ad Groups fall under that. Keywords fall under that. –  So… Single Parents could be a campaign. Single Moms could be an

Ad Group, Single Dads could be another Ad Group. Single Dads could have keywords such as “single dad help” or “single dad resources.”

There are two main types of search results. One is called inorganic (paid search, or AdWords). This is the type that allows you to come up on the home page of Google, and is illustrated by the grey boxes below. The other type is inorganic, these are the results that come up without paid advertising.

Demo


The Keywords – this is what brings up the ads.

With the multiple bid of 2.00 CPC (cost per click) that’s the nonprofit maximum, some keywords won’t show. Note the ineligible ones below.

But… many still do show. It’s important to get a variety of words, so while some may be ineligible, many are eligible.

Opportunities – At a Glance. Short, actionable statements from Google to improve ranking and clickthroughs.

Tools - Overview

Tools - Overview

Tools -‐ Overview Tools - Overview



Crea/ng your first campaign. Creating your first campaign.

Crea/ng your first campaign. Creating your first campaign.

Just because you have an ad, doesn’t necessarily mean a clickthrough. It’s also about Ad Relevance.

Your Quality Score depends on: -Relevance -Ad quality -Keyword quality -Expected clickthrough rate (impressions divided by clicks) -Landing page experience

•  Have quality and relevant keywords.. •  Have quality and relevant ads. •  Fine-tune those ads and ensure they aren’t

conflicting with others. •  Have amazing landing pages.


The model is simple. -Use AdWords to raise awareness and to drive traffic to your site. -Have quality landing pages to convert traffic into known contacts. -Nurture that list for long-lasting donors, volunteers and constituents/ people you help.


So you have an ad you just created from your $120,000/ year Google Grant...

So then you create landing pages with actionable next steps to gather their information.

(Here are a few examples. We can’t take credit for these, but they’re amazing.)

So if someone signs up for a newsletter, leaves a donation, wants to be a volunteer, or needs help

from your organization; you have their information to reach out to them.

This is a whole new topic that we’ll cover about Constituent Relationship Management or CRM.

Learn more at http://socialraise.com/webinars/

item/connecting-with-crm


Questions? •  Type into the “chat” feature directly to “Cassie

Dennis” •  If you prefer to ask us questions privately,

please send us an email or give us a call after the session


Managed services package which includes: –  Discovery sessions with your organization and doc outlining the strategy. –  Monthly “goal” meeting to wrap-up prior month and identify any special

campaign focus for the upcoming month’s ads. –  Creation of multiple ads/ad groups. –  Creation of landing pages for each ad group. –  “Hooks” to capture information; either into your CRM or newsletter service. –  Ongoing maintenance and optimization of ads. –  Development and testing of keyword collections for each ad group. –  Weekly update reports on activity and results to-date.

Partnering with SocialRaise for Google Grant Management

We manage your $120,000 ad budget to drive donors, volunteers and constituents.

Additional Ways We Help Nonprofits •  Digital Campaign strategies & tactical plans for fundraising (ongoing or capital

campaigns) –  including: social media; content; SEO; and, supporting technologies

•  Content management system driven websites with strategies to leverage for creating increased awareness, engagement & support

•  CRM (Constituent Relationship Management) to provide comprehensive, centralized source of information for your donors, volunteers, program participants and other people who contribute to your success



Additional Ways We Help Nonprofits •  Home Page Makeover:

–  Limited opportunity in honor of our newest website—$100 for a one-hour consultation on your current site with deliverables: •  Two to three page summary of ideas for quick fixes you can make to your

current home page on your site to improve it now plus ideas for how to leverage it better in social media/marketing/fundraising efforts

•  Visual document with an image of an amazing new design concept for your site •  Free educational opportunities:

–  Blogs and stories on our website –  Case studies/white papers –  Upcoming webinars:

•  “Connecting with CRM” on October 9th •  “Creating Value with Facebook’s Paid Advertising” on October 29th •  And more!


How to reach us: Any questions, please contact us at: 312-973-1112 or if you’re in Chicago – stop in at 1770 W. Berteau Ave, Suite 206. If you’d like to email one of the presenters today: Cassie Dennis: [email protected] Kevin LaManna: [email protected]

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