Since the launch of the Google Ad Grant program in 2003, thousands of nonprofits across the US have been discovering and taking advantage of it to promote their organizations’ missions online. That’s because doing so helps their website content appear in Google searches, driving internet traffic from the world’s most popular search engine right to their (virtual) front doors. From there, well-crafted content and user-friendly website features help to transform casual readers into donors and supporters.
Gaining the attention and support of internet readers has never been so valuable. In the wake of the COVID-19 pandemic and in an era of marked sociopolitical unrest, military conflicts, natural disasters, and other symptoms of climate change, audiences everywhere are keen to make a positive difference in the world. Acquiring and maintaining the Google Ad Grant allows nonprofits to harness their passion and drive donations. Your organization can benefit from this opportunity as well.
However, if you run or work for a nonprofit organization outside the US, you may be left with this burning question: Can non-US nonprofits become eligible for the Google Ad Grant? Fortunately, the answer is yes—with some qualifications. Here’s how US and international nonprofits can qualify for the grant, and how to get started.
How Non-US Nonprofits Can Qualify for the Google Ad Grant
The Google Ad Grant is available in over 65 countries. Here’s how nonprofits in nations outside the US can qualify:
- Hold certified charitable status in your country. In the US, this means registering as a 501(c)(3) organization. Elsewhere, your organization will need to meet Google’s requirements for your country. You can find a list of participating countries here and the requirements for each country here. If your country isn’t listed, it’s possible that Google Ad Grants are not yet available there, but other Google services may still be offered.
- Not be an ineligible organization type. To qualify, nonprofit organizations must not be affiliated with any government. They must also not be direct healthcare providers or academic institutions, although there are exceptions to this rule. For example, a nonprofit can support healthcare education and research or be a charitable academic affiliate and still be eligible for the grant.
- Register with Google for Nonprofits and TechSoup. You can get your organization registered with Google for Nonprofits using these step-by-step instructions. You’ll need your tax ID number or employer identification number (EIN). Find out how to register with TechSoup here.
- Agree to Google’s required certifications. Each nonprofit will need to review and agree to the terms for both Google for Nonprofits and Google Ads. They will also need to comply with required Google certification related to non-discrimination and ways that the organization can receive and use donations acquired through the grant.
- Have a live high-quality website in your own domain. In order to qualify for the Google Ad Grant, your organization will need to have a non-commercial website up and running. Your organization must own the domain, and your site must contain unique and valuable information. The site must also be functional enough to provide a high-quality experience to users and should be secure. This means obtaining a Secure Sockets Layer (SSL) certificate (represented by the lock symbol to the left of the URL).
Obtain and Maintain the Grant—the Smart Way
Although eligibility requirements for the Google Ad Grant are relatively straightforward, the application process can involve significant diligence and multiple steps. Once acquired, you’ll also need to maintain the grant, remaining both eligible and compliant with its requirements, which is a detailed and involved process.
You can make this process significantly easier by working with a Google Grant management company. These partners can not only help your nonprofit obtain and maintain the grant, but get the most out of it with expert Google Ads insight and practices, taking complicated work off of your plate. This can save you considerable time and effort, and it frees up your staff to do what your organization does best. Here at Nonprofit Megaphone, every one of our employees is passionate about helping nonprofits do just that. That’s why you’ll experience exceptional customer service as you get results.
Need more information about the Google Ad Grant? Check out our detailed guide. Interested in learning more about our services as a Google Premier Partner? Contact us today to see how we can help your organization learn more about Google Ad Grant management.