The Ugly Truth About Google Grants For Non-Profits

Today, I want to talk to you about the biggest leap you can do for your digital strategy without bankrupting the charity – Google Grants for Non-profits.

I’m not sure if you are aware, but Google is giving away $10,000 (£7,500) per month that you can use for ads on their platform. 😲

The thing is that most charities, and even most proffesionals hired to handle this on the charuty’s behalf, are simply doing it wrong!

Google has been handing out these grants for a couple of years now, with thousands of non-profits around the world (mostly in English speaking countries) already using them on a daily basis.

Over the years, since given for free, the grant has eroded its value in the eyes of nonprofits. Combined with stricter guidelines introduced by Google every now and then, the current average ad spend out of the $10k is between $300-$700 per month.

Literally throwing more than $9,000 to the bin, every single month. This is crazy!

This is you, throwing away real money – Please stop! 🙏

Other digital providers and Google Ads “Experts”, accept these statistics as a given and even with professional help, most will leverage only about $1,500 per month.

Also, most providers look at the grant as a means to simply drive visitors and “raise awareness” (Don’t get me started on this term), handing the responsibility of leveraging the generated traffic into actual donors, to the hands of the non-profit, which in most times, are not qualified in the art of digital funnels and user journeys.

Again, since the grant is free, non-profits accept the (extremely) low return as a fact of using Google Ads.

But in reality, if you were to pay for these ads, like a “for-profit” business, you would expect to generate a positive return on your investment from every £1 spent.

Most charities invest in Facebook ads and expect a positive return, so why would we accept any less from the biggest website in the world?

Generic picture of happy charity staff after they stopped wasting valuble resources. Either that or they’re watching kittens on YouTube.

So, how does the grant work?

Google is processing over 40,000 search queries every second Or 3,500,000,000 (3.5b) searches per day.

A lot of the searches have no ads on them. Since Google’s main revenue stream is through ads, search results pages with no ads are defined as “Dead real-estate”.

Much like a stand-by ticket for a flight, Google allows non-profits to use the “Dead real-estate” instead of it going to waste.

So, if someone is paying for the privilege to place an ad on a specific search result page, our ad will not appear.

The objective is to get in front of people who are looking for what you offer. Many have tried but the only true way to do this is by getting in front of people actively searching for it on Google.

We need to consider Google’s guidelines and restrictions as to how we are allowed to use the grant.

Among a few other points, this means that generic keywords like “Alleviate Poverty” or “Donate to charity” are always going to be too expensive to be able to maintain Google’s $2 per click limit, if a business has paid for the spot, we will be pushed out AND if our ad is not generating a minimal 5% Click through rate (for every 100 searches we need to get at least 5 clicks), it will not appear.

More than that, if we fail to live up to Google’s standards, they will simply disapprove the ad or even take the grant away from us and it’s pretty hard to get it back.

This forces us to be very creative with our ads and pro-active with our management of the account if we want to leverage a reasonable part of the $10k monthly budget.

This is where we come in.

I refuse to accept this illogical point of view – All of our services are focused on results and on fundraising online.

My team and I appreciate this incredible resource as real money, that should be invested wisely to generate a positive return.

We accept that as part of the process, it is our responsibility to help you build your marketing funnel or, build the system to help leverage visitors from a complete unknown to an avid supporter of the cause.

Surprisingly, it seems like we are the only ones doing that.

So, what can you do about it?

If you already have the grant, I urge you, go and check how much out of the $10k budget you are spending every month. If it’s under $3,000 (Which I’m pretty sure it is), you need to get in touch with me right now as unfortunately, you’re wasting the charity’s resources by not taking action on this ASAP!

Also, if you have the grant but your not seeing a steady flow of new donors through your site, it’s probably becuase your system is not working, or more often than not, doesn’t exist yet. Talk to me, let me help you leverage new donors every month from a resource you already have.

And, If you are a registered charity and haven’t obtained this incredible resource for yourself, let me help you. Even Google, on the application process, are stating you should find a professional to help you manage this for you if you want to get some results out of this.

You can click right here to schedule a free call with me, on which we will make sure your charity qualifies for the grant and how we can get started as soon as tomorrow.


Please let me know your thoughts in the comments section below and if you this post resonated with you, let’s talk – I’m sure there’s plenty of other things I can do to help you scale your charity and increase your impact on your cause. 
Schedule your free strategy session with me here