Other Advertising Media vs. Google Ad Grants

advertising mediaADVERTISING MEDIA

Different advertising media have unique characteristics that need to be respected to maximize performance.  Google Ad Grants (part of digital advertising ) is different from traditional media and if your way of thinking does not embrace how it may be best utilized, your nonprofit is missing out on getting your message out to the world more effectively.


  • TV and video messages benefit from audio and visual components.
  • Radio, of course, relies solely on audio.
  • Magazine print ads can connect better to the viewer if they align with the specific magazine’s reader demographics.
  • Billboards work best with fewer words.
  • Google Ad Grants requires the proper use of “Keywords” and “Story.” You need keywords that have sufficient search volume, as well as a marketing story that relates to your nonprofit mission and a free giveaway that each work together with all points of the Google Ad Grants Story Triangle. No matter how well you handle the technical aspects of Google Ad Grants, if you don’t have the right story, your advertising will not yield impressive results.


Fundamental to Google Ad Grants is using the Story Triangle to build a community around your nonprofit story. The community is then continually informed and nurtured with ongoing information about your nonprofit. Of course a necessary role the community serves is supporting your nonprofit with fundraising.

Using the Google Ad Grants Story Triangle to constantly expand your online community is an important foundation for your nonprofit’s future success.

Regardless of whether Nonprofit Fire manages your Google Ad Grants, or you do, or anyone else does, the best way to maximize your results is by using the “Google Ad Grants Story Triangle.” This will help you craft the right messaging, keywords and giveaway to gain the greatest exposure for your nonprofit mission via Google’s advertising.

Google Ad Grants Story Triangle

Put the Google Ad Grants Story Triangle to use and your Google Ad Grants performance will markedly improve.

Google Ad Grants Changes

Google Ad Grants ChangesThese past 2 years, and especially here in 2018, have seen the most significant changes that Google has implemented for their Ad Grants program since it was established in 2003. Not all are happy with the changes. In fact, many have lost their Google Ad Grants.

But by using Google Ad Grants per their requirements, you’ll be able to continue to reap the benefits of their advertising into the future. Just manage your Google Ad Grants as if you were the one spending the money.


In 2016, over Labor Day weekend, Google discontinued their “Grants Pro” program, which provided $40K/mo in Ad Grants to qualified nonprofits. (In brief, nonprofits needed to prove they were using the $10K/mo ad grants appropriately, over time, to be eligible for the $40K/mo).

On Jan 1 of 2018, Google introduced more stringent requirements to continue to receive their $10K/mo Ad Grants. And here, in the middle of 2018, many nonprofits have lost, or will be losing, their Ad Grants. But keep in mind, it’s only those nonprofits that are not maintaining compliance with Google Ad Grants rules who are at risk. Continue reading “Google Ad Grants Changes”

Nonprofit Marketing Performance: First Step

Marketing is the lifeblood of any nonprofit organization. But how can you increase the effectiveness of your nonprofit’s marketing performance?

Of course there are many marketing channels available. Even if a nonprofit’s “marketing” might be as simple as the benefits of naturally occurring word-of-mouth promotion (which relies on the propagation of a story through personal contacts), there are always ways performance can be improved. For example, word-of-mouth promotion could be improved by something as simple as establishing a memorable and concise message (tag line) that supporters could readily repeat to others. Although this can be quite effective, it is limited in range and speed. Continue reading “Nonprofit Marketing Performance: First Step”

Google Ad Grants Story Triangle

Today we’re going to talk about successful use of Google Ad Grants with the right story.

Successful use of Google Ad Grants breaks down into two main areas:

  1. Mechanics (the nuts and bolts of Google Ad Grants)
  2. Creative Strategies (includes story development, the main topic of today’s message)

“Mechanics” can be learned. In fact, the mechanics of Google Ad Grants will need to be learned to take advantage of these ongoing grants, in the same way a person would need to learn to drive a car to use it for transportation.

Having said that, it’s the “creative strategies” that will generate results. This boils down to “What will be advertised?” This is a huge topic, and it all begins with your unique, nonprofit story. Continue reading “Google Ad Grants Story Triangle”

The Art and Science of Google Ad Grants

Learning and applying the Art and Science of Google Ad Grants for fundraising and telling your story is one of the most powerful online promotional opportunities available to your nonprofit.

Google Ad Grants is for nonprofits only. Google Ad Grants provides a $10K/mo advertising budget for use on their Google Adwords platform, which is an online service that places advertisements near the list of search results. Stated another way, Google Ad Grants is the nonprofit version of AdWords, which is Google’s online advertising service and Google’s primary source of revenue. Continue reading “The Art and Science of Google Ad Grants”

Keywords with Google Ad Grants

Keywords with Google Ad Grants represent a fundamental foundation of online nonprofit marketing.

Keywords are not only the very foundation of Google Ad Grants, Google Adwords and Pay Per Click advertising, they are a vital aspect of Internet marketing, in general.

Keywords represent the language that you and I are using to search for things online. In fact, the term “Keyword Phrases” would be even more appropriately descriptive, since we often search with more than one single word. Continue reading “Keywords with Google Ad Grants”

Which Nonprofits Are Qualified and Unqualified for Google Ad Grants?

Nonprofit MarketingGoogle Ad Grants is a free and ongoing $10,000/month Google advertising budget available for most nonprofits.

It’s best use is for community building, which then becomes a source for volunteers and fundraising. Visit the Google Ad Grants Story Triangle for more information.

The following details describe which types of nonprofits are qualified and unqualified for Google Ad Grants. Continue reading “Which Nonprofits Are Qualified and Unqualified for Google Ad Grants?”