Curated by: Luigi Canali De Rossi

Wednesday, October 20, 2004

Use Google To Promote Your Non-Profit Online: Google Grants

Just like the short text ads appearing next to this article, your non-profit organization too can gain exposure, reach and visibility through the exceptionally affordable Google Grants online public awareness program.

Though it is over a month that Google has put this new service into public beta, I have not reported about it until now.

If you are a not-for-profit organization, operating in research, development, education or other non-commercial sector, you can utilize the vast reach of Google's search result pages and the vast network of Google advertising sites to promote your product/service/program for free.

Yes, you have read that right. Free.

Here, in more detail what the Google Grants program is all about:

"The Google Grants program supports organizations sharing our philosophy of community service to help the world in areas such as science and technology, education, global public health, the environment, youth advocacy, and the arts.

Designed for 501(c)(3) non-profit organizations, Google Grants is a unique in-kind advertising program.

It harnesses the power of our flagship advertising product, Google AdWords, to non-profits seeking to inform and engage their constituents online. 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.

Three of Google awarded recipients have achieved these results:

Room to Read, which educates children in Vietnam, Nepal, India and Cambodia, attracted a sponsor who clicked on its AdWords ad. He has donated funds to support the education of 25 girls for the next 10 years.

• The US Fund for UNICEF's e-commerce site, Shop UNICEF, has experienced a 43 percent increase in sales over the previous year.

CoachArt, supporting children with life-threatening illnesses through art and athletics programs, has seen a 60 to 70 percent increase in volunteers.

Each organization awarded a Google Grant receives at least three months of in-kind advertising.

In essence, by going through a simple application process you can have your own NGO become accepted as one of the Google Grant advertisers.

What does this mean?

Have you noticed that when you make a search inside Google, text-based, contextual ads appear on the right column of the search result pages?

You have also probably noticed that these ad strips at times contain ads for non-profit organizations. This happens, when Google has no relevant ads to be displayed for a certain topic, or when people search for a topic that is highly relevant to the mission of that NGO organization.

Well you can be part of that group of advertisers without needing to spend any money.

Just dig into Google Grants applicaton requirements and send your request through. Here is where to go:

Learn more about Google Grants:

Quick Tour: how AdWords works for you

Program Details: who's eligible and how to apply

Google AdWords: guidelines and tips to optimize your ad results

(Religious and political groups are excluded)



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Readers' Comments    
2004-11-23 14:58:17

Marilyn Cole

You mention that currently non-U.S. charities are not eligible but indicate that they will be in the future. Do you have a timeline when this might happen?

This is a terrific service, and our Canadian charity would definitely be interested when you offer it internationally.

posted by Robin Good on Wednesday, October 20 2004, updated on Tuesday, May 5 2015

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