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» Google Adwords, NonProfits & Charities » The Power of Google Grants And How It Helps Charities Raise Money Online

The Power of Google Grants And How It Helps Charities Raise Money Online

CharityhelpppcAs a Search Marketer, it is very easy to get "caught up in the weeds" of day -to-day PPC Geekdom. In fact, Google who has on many occasions created a love-hate relationship when it comes to increasing CPCs, changing algorithms, Trademark Disputes, etc… deserves a "pat on the back" for their Google Grants Non-Profit Program.

Even though this program has been around since 2003 and has been the focus of many search blog posts, I felt that it deserves another round of recognition because it’s extremely generous of Google, especially in our current economic conditions to continue to provide registered 501(c)(3) Nonprofit Charities to receive up to $120k annually in free Google Advertising. This is a magnificent service that I believe does not get the attention it deserves and I believe not many charities know about.

What Is Google Grants?
Google Grants is a unique one-of-a-kind
advertising program which is designed specifically for 501(c)(3) Nonprofit organizations. The goal of this program is to utilize and transform the Google Adwords system into a powerful tool to spread advocacy, awareness, volunteer-ism and provide the ability to increase donations.

According to Google, "Google Grants has awarded AdWords advertising to hundreds of non-profit
groups whose missions range from animal welfare to literacy, from supporting
homeless children to promoting HIV education.  Google Grant recipients use their award of free AdWords advertising on to raise awareness and increase traffic."

Who is Eligible for a Google Grant?
If you are within the United States, your organization MUST have a current 501(c)(3) status and registered through the Internal Revenue Service. If you are outside of the United States, you can view Google’s List of International Charitable Organizations.

Who is NOT Eligible?

  • Organizations already participating in the Google AdSense program
  • Organizations that are either religious or political in nature
  • Organizations focused primarily on lobbying for political or policy change.

Important Note: Google reserves the right to award advertising to any organization.
Selections are made at Google’s sole discretion, and decisions regarding
award recipients are final.

How does this Work?
If your organization is selected, Google will send you an award notification via
email with detailed instructions for setting up your account, and contact information
for a Google Grants specialist.
When your grant expires, your ads will no longer appear on
You won’t be able to log in to your AdWords account any longer, but you
can always open a new one if you’d like to continue advertising as a
paying customer. If you decide to continue advertising, we can upload
the contents of your Google Grants account into your paid account. It is recommended that if you are not a certified Google Adwords Professional, hire an experienced Non-Profit Search Marketing Agency to help you get the most out of your Google Grants Program

Common FAQs for us Search Geeks

  • The Grant/Award Value depends on overall performance of the campaign. Typical Avg Contribution is around $10k/month.
  • It has been noted that if you consistently spend more than $10k per month for at least three months, Google will increase your monthly allowance beyond the $10k/month.
  • The Maximum CPC for this program is $1.00 CPC
  • Google creates the account for you and funds it directly.
  • Your Google Grants account is subject to the same algorithms and policies as a regular account.
  • Google Grants ads appear on, alongside or above the main search results.
  • Google Grants ads are not eligible for distribution in the Content or Placement Targeting Networks.
  • You can use Google Analytics with this Google Grants Program.

Here are a list of Sites/Blogs who have also provided some great information on Google Grants:

In Conclusion:

I have been fortunate enough to be a part of an amazing new company called "World Benefactor" which is helping 501 (c)(3) Organizations get the all important attention it deserves. Being able to provide great PPC strategies and services that can truly make a difference in the world is astonishing. I must commend the great people over at Google Grants as well as the SalesForce Foundation for their very generous programs which have the potential to truly make a difference in the world.

If you did not know that this program exists and are interested, or are already enrolled in the program and would like to improve your account, please feel free to visit our website or email me at and our team will be happy to review and help you get the most out this generous offering for your Not for Profit Charitable Organization.

Filed under: Google Adwords, NonProfits & Charities

One Response to "The Power of Google Grants And How It Helps Charities Raise Money Online"

  1. non-profits says:

    I have Paypal myself, and find it very convenient.However, I would like to apply for Paypal for our website. We are a charitable organisation and rely almost totally on donations,

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