How to Ask For Donations Using (Free) Paid Advertising
WHEN TO USE PAID ADVERTISING
In today’s competitive landscape, paid advertising empowers an organization to stand out. Depending on your intended audience, you might enlist traditional methods to promote your fundraisers, like radio or print ads. However, online paid advertising allows you to tap into tons more prospects, even when it comes to targeting a local audience.
And, believe it or not, you can get started with paid advertising for free. After applying for the Google Ad Grants program, approved nonprofits receive $10,000 worth of free credits to spend on Google Ads each month (up to $329 per day).
Once you’re approved, choose keywords to target (i.e., things your audience would look up on Google), then write an ad that encourages readers to click through to your site. Google then places these ads at the top of the search engine results page for your chosen terms.
This is a great way to ask for donations, whether you’re connecting with new donors or retaining current ones. Promote your event pages, campaign pages, donation forms, or any other web pages that will push your mission forward.
How to Get Started
To get started, you’ll need a secure website that thoroughly explains your cause. Google has a strict website policy that you’ll need to follow, so make sure your site is up to par before applying.
Then, you’ll complete your application. This process includes:
- Acquiring a validation token from TechSoup,
- Registering for Google for Nonprofits, and
- Submitting an application for the Google Grants program.
Take some time to learn the basics of managing a Google Ad Grant account, create well-written ads, and devote 2 to 3 hours each month to ongoing maintenance.
If this seems like a lot to handle, a Google Ad Grants manager like Getting Attention can be a big help!
