Unlocking the Power of Google for Nonprofits: A Comprehensive Guide

If your organization hasn't signed up to join Google for Nonprofits you could be missing out on access to Google products, great discounts, and resources designed specifically for nonprofit organizations. Let's dive in as Kayla Baker, Head of Strategic Partnerships at Cause Inspired, takes us through everything you need to know about Google for Nonprofits.

5 minutes read
Unlocking the Power of Google for Nonprofits: A Comprehensive Guide

Nonprofits know all too well how difficult it can be to find affordable, effective tools to propel their missions and manage daily operations. With limited resources, finding ways to save on essential tools can affect a nonprofit’s bottom line and allow them to focus on their important mission. 

Google for Nonprofits meets this challenge head-on, offering a suite of products specializing in communication, organization, advertising, and workspace solutions. These tools can help organizations get started, reach their goals in a cost-effective way, and manage everything all in one place.


What is Google for Nonprofits? 

The Google for Nonprofits suite offers various programs, each with unique features and benefits. 


Google Workspace for Nonprofits

This dynamic workspace provides access to multiple resources such as professional email addresses and cloud storage but more importantly, Google Docs, Calendar, Sheets, and Meet. These tools promote interconnectivity, help nonprofits stay organized, and allow employees or volunteers to work together no matter where they are.

  • Google Docs can be used to write proposals, keep important notes that are easily shared and editable with your team, serve as a brainstorming board for your ideas, and everything in between. Think of to-do lists and collaborative documents where multiple people can edit, leave comments, and ask questions instead of wasting time in meetings. 
  • Google Sheets can be intimidating to look at if you’re new to spreadsheets, but with tons of free resources available online on how to use and get the most out of this program, you’ll be creating formulas and playing with your data in no time! Google Sheets is super intuitive and you can insert dropdowns to link specific locations, create a rating system so you can prioritize data by the most to least important, and tag specific people for review or awareness.
  • Google Meet allows you to connect with your team, wherever you’re based. Whether you have one employee in London and another in New York, connecting has never been easier. Just make sure you don’t forget about different time zones or you’ll find yourself in an empty meeting room! Google Meet is no frills and just good programming, with little to no setup or hassle. You can even link your calendar to share availability and invite employees, volunteers, or potential donors with a simple link – no back-and-forth emails needed.

Google Ad Grants

The Google Ad Grant is an in-kind donation of $10,000 per month from Google in search advertising credits on their search engine. Imagine you’re looking for a volunteer at an “animal shelter near me.” By utilizing keywords that match those that are being searched, your ad will generate at the top of the results. The closer you get to the top of the search engine list, the better the odds are that people searching for an organization like yours will find you organically and easily. The impact a Google Ad Grant makes is measured in conversions and can help promote awareness, gain donations, and match you with dedicated volunteers.

The Google Ad Grant bridges the gap between for-profit and nonprofit advertising efforts. With an additional $10,000 a month in free advertising, your organization can get the recognition it deserves. It’s an incredible resource that allows nonprofits to reach a broader audience without dipping into their own funds. You can also track your progress, refine your ads, and consistently connect with people searching for causes like yours.


YouTube Nonprofit Program

Looking to create video content for your nonprofit? YouTube can help! With donation buttons added directly to videos, you can share your story, connect with supporters, and raise funds. Make the most out of your marketing efforts with YouTube. Short-form videos, webinars, or spotlighting some of your efforts is made easy. With the embedded donation tool, you can get more donations and showcase exactly what your nonprofit is doing with the power of storytelling. Use YouTube to introduce people to your nonprofit, spotlight a specific story you want to tell, and give people a brief overview of your work.


Google Earth and Maps

These tools can be used to create custom maps, visualize data, and tell your organization’s story. If your organization is involved in environmental, humanitarian, or community development work, this tool can be particularly helpful. Did you make an impact on forest conservation? Show it using Google Earth. Want to show the network of your nonprofit easily? Display it on Google Maps. With Google Earth and Maps, you can show off your nonprofit’s success, especially when it concerns any type of nature or global impact. 


I’m In! How Do I Apply for Google for Nonprofits? 

Are you a registered charitable organization where Google is available (65 countries and counting)?

Do you have 501(c)(3) status? Great, welcome to the suite!

If these represent your nonprofit and you are not a political, governmental, or healthcare organization, you are most likely eligible (yay!).


Steps to Apply 

  • Check Eligibility: Visit the Google for Nonprofits website and review the requirements for your country. While you’re there, take a moment to read some of their case studies ranging from the Arts & Culture sector to Human Rights issues. This can give you an idea of how Google for Nonprofits can help your nonprofit.
  • Register with TechSoup: TechSoup is a Google partner who will verify the eligibility of your nonprofit. Once on TechSoup’s website, you will need to register and obtain a validation token.
  • Apply for Google for Nonprofits: Once you have your validation token, the fun begins! You can apply to join Google for Nonprofits, which is thankfully a straightforward process. Google will confirm once your application is approved. 

Google Ad Grant 

Applying for the Google Ad Grant is an additional step. You can get started here. There is no cost to apply, so the risk is minimal. Who doesn’t want an additional $10,000 per month in donated advertising credit for their organization?

Once approved, you can manage the grant yourself, or trust Cause Inspired to do it for you! The perk of getting a third party to manage your ad grant is that you still receive the advertising credit worth $10,000 while paying a fraction of the price to have someone manage your account. 

Cause Inspired is trusted with over 500 nonprofit accounts and optimizes your grant to receive the best results. By having a professional manage your grant, you can sit back and relax while Google Search Ad certified strategists do the hard part. You can customize campaigns to match your goals, from awareness to driving donations to gaining attendance at your next food drive or gala. 


Which type of nonprofits benefit from Google for Nonprofits? 

In short — all nonprofits. Both small and large organizations can leverage these tools to their advantage.

  • Small nonprofits: Use Google Workspace to draft your mission statement, plan projects, and collaborate with your team. The Ad Grant provides valuable exposure, even when advertising funds are limited. And YouTube is a fantastic platform for sharing your story and attracting initial donations.
  • Large nonprofits: For established organizations, Google Workspace keeps teams connected and collaborating remotely. The Ad Grant can help diversify advertising efforts, allowing you to broaden your reach and expand your impact. With YouTube, you can showcase the progress you’ve made over the years and keep supporters engaged. And for organizations with an international presence, Google Earth and Maps make it easy to show your impact visually.

Conclusion

Google for Nonprofits is a powerful way to maximize your resources and drive your organization’s mission forward. From internal operations to external outreach, each tool in this suite is designed to help you make a lasting impact without a hefty price tag. By integrating these programs into your daily operations, you can expand your reach, improve efficiency, and enhance the overall effectiveness of your nonprofit.

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