12 February 2023

Marketing for Non-Profits: 4 ways to supercharge your next NFP campaign

Not-for-profit marketing teams are often challenged with the task of having to bite off more than they can chew. With severely limited resources combined with reduced team sizes - in addition to a lack of budget and funding - it can quickly become overwhelming.

Fortunately, there is help available. If your team is looking to take its fundraising or donations to the next level, or generate more awareness around volunteer recruitment, sales or member acquisition campaigns and events, you will be pleased to know there are several ways to get the ball rolling.

As specialists in the NFP space, KLIQ has created this article to help your team understand how Google Ad Grants and Microsoft Bing can help with your next campaign.

If you have any questions on how to get started, reach out to our digital advertising experts, or continue reading to learn more.

1. Google Ad Grants for Non-Profits

Online advertising can take out a significant chunk of your team’s budget. Fortunately, Google Ads gives eligible not-for-profits and charities the chance to obtain a grant of up to USD$10,000 per month for advertising. This equates to a yearly ad spend of up to $156,000 that you can take advantage of for your marketing campaigns.

However, to be eligible for Google Ad Grants, there are some eligibility requirements that need to be considered.

Firstly, your not-for-profit needs to be established in Australia, or Christmas Island, Cocos (Keeling) Islands, or Norfolk Island.

It should also:

  • Be registered with Connecting Up, and hold a current and valid charity status.
  • Acknowledge and agree to the required certifications involving receiving and using donations from the grant.
  • Possess a website that presents detailed and sufficient information about your not-for-profit.

It’s vital to remember that you won’t be eligible if your NFP is considered a government-based organisation or association, an educational institution or a hospital/health care centre.

According to Google’s eligibility requirements, NFPs and charities must also be:

  • Deductible gift recipients (DGRs) endorsed by the Australian Taxation Office (ATO) or listed by name in the tax law.
  • Charities registered with the Australian Charities and Nonprofits Commission (ACNC); or,
  • Income tax exempt not-for-profit organisations, as defined by the ATO.

Other considerations to keep in mind include:

  • The total monthly budget granted is USD$10,000 and the maximum CPC is USD$2.
  • Text ads (Google Search Ads) are the only type of ads available on Google Grants.
  • To maintain eligibility, you must maintain a minimum click-through rate (CTR) of 5% each month. If it falls below this number, your account will be temporarily deactivated (and you won’t be able to run your ads).

How to Apply

If your NFP is eligible and ready to apply to the Google Ad Grants program, take a look at the application process below, or alternatively, click here to get started straight away.

Step 1: Check Eligibility - ensure your NFP is eligible to apply.

Step 2: Apply for the Program - commence the application process.

Step 3: Become Verified - await verification of your NFP’s eligibility.

Step 4: Get Activated - answer the assessment for ad grants activation

Step 5: Complete Final Instructions - accept the email invitation to your Google Ad Grants account to set up your first campaign.

2. YouTube for NFPs

It’s no secret that videos are generally more effective in connecting with audiences compared with traditional or email marketing. YouTube now enables NFPs and charities to utilise the power of visual storytelling to reach targeted audiences and truly amplify their messages on a much larger scale.

By tapping into YouTube’s global audience, you can bolster your fundraising efforts through video, and connect with your community in unique, inspiring and creative ways.

Features of the YouTube Nonprofit Program include:

  • Link cards enabling you to link your supporters to any external URL
  • Access to the YouTube Creator Academy, offering lessons specifically tailored to NFPs and charities; and,
  • Access to YouTube Giving (currently U.S. only)

3. Google Workspace for NFPs

If your NFP or charity needs a smarter, more collaborative and secure way to operate, Google Workspace is an ideal solution. You can utilise online business applications such as Google Meet, Calendar, Google Drive, Google Docs and more, to increase efficiency and productivity.

Google Australia has a special NFP-only offer without cost, that equips your NFP with all the apps you need, in addition to:

  • Professional email addresses at your NFP’s domain
  • 100 participant video meetings
  • 30GB cloud storage (per user)
  • Security and management controls; and,
  • Standard support

If you’re looking for something a bit more advanced for your NFP, they have additional business and enterprise packages available too.

4. Microsoft Bing for Non-Profits

Microsoft Bing also has an ad grant for NFPs and charities for search marketing campaigns. It is a US$3,000 grant per month that is easy for not-for-profits to implement and can be used for any type of ad campaign.

There are four simple steps that can be followed to get started:

  1. Apply for the grant
  2. Register as a Microsoft not for profit or charity
  3. Create your Microsoft advertising account and add your payment method
  4. Request that Microsoft apply the coupon to your account

The process for application is relatively straightforward and should only take an hour of your time. However, Australian NFPs and charities should check their eligibility. For example, organisations must be registered with (or recognised) by the relevant authorities as:

  • Trusts established for charitable purposes
  • Not-for-profit companies
  • Foundations; or,
  • Not-for-profit organisations, all operating on a not-for-profit basis for public benefit

You can view a full list of frequently asked questions about the Microsoft Bing ad grant here.

How KLIQ Can Help

KLIQ makes not-for-profit marketing easy. We work with your organisation to ensure you are being compliant so that eligibility continues while providing the right advice to get the most out of your ad spend.

But it’s not just about ads. We also help build smart landing pages that are compliant and take care of everything else end-to-end. This includes analysing your website and creating sub-campaigns for each product or service for easier management of your accounts and campaigns.

Whether your goal is to attract more donations, generate interest in events or boost ticket sales, KLIQ is here to lend a helping hand and do the heavy lifting.

Check out our services or get in touch with us to find out how we can help your non-profit organisation.