Nonprofit Marketing Resources

Whether you’ve recently acquired the Google Ad Grant (woohoo!) or you’re in the process of doing so (almost woohoo!), you’re most likely wondering how much additional traffic those future search ads will drive to your site. Acquiring the Google Grant and managing it is no small investment of time and expertise. Undoubtedly, you want to ensure that your investment is producing results, and that many more people are engaging with your organization.

#GivingTuesday—it’s like a Black Friday and Cyber Monday for nonprofit organizations. Created in 2012 to encourage consumers to break from the buying and give back, Giving Tuesday can mean big money. Last year, #GivingTuesday generated more than a billion dollars; $400 million of that was in the U.S. alone! Since its inception in 2012, the #GivingTuesday movement has raised over a billion dollars online in the U.S.

November is a season of gratitude and giving. It’s also a busy time of the year. Americans celebrate Thanksgiving, the winter holiday shopping rush kicks into high gear and holiday parties start in earnest. And that’s just the personal side of things.

I’ve found myself recently sharing with prospects in as many ways as I can think of the importance of content when it comes to this program from Google. Another way to say it; without robust, relevant, searchable content, this Grant program will not work well. You can have the most amazing mission, the most talented, bighearted staff, and a fantastic donor base, but none of that will bring quality, engaged traffic to your site until you have the right amount and the right kind of content on your website.

In an ideal world, everyone who visits your website would immediately donate, volunteer and spread the word about the wonderful work you’re doing. Unfortunately, we don’t live in that ideal world, but there are strategies you can employ in your digital space to grow your donor base, increase the number of volunteers and engage people to spread the word.