One of the biggest marketing challenges for not-for-profit organisations is being able to drive relevant traffic through their websites for services provided. Fortunately, Google offers free search advertising for non-profits which provides an excellent opportunity to be competitive in Google for a very low cost compared to private organisations.

Indeed, it does sound too good to be true, however Google works with more than 35,000 non-profits globally. As long as your organisation meets the eligibility criteria discussed below, you can run ads in Google search with a monthly budget cap of US$10,000 for free.It is worth noting that this doesn’t apply to display, app and video advertising, only to text based adverts.

What is a Google Ad Grant?

A Google Ad Grant account is similar to a traditional AdWords account, with the exception you can only run search campaigns (text ads) and have a clicks budget cap of $10,000 per month. Running a search campaign provides many benefits being measurable, highly targeted and relevant to your target audience to drive leads.

To be eligible for the Google for non-profits program, your organisation must meet the following requirements:

  • Be registered with Connecting Up, TechSoup Global’s regional arm.
  • 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 organizations as defined by the ATO.
  • Be located in Australia or one of the following territories: Christmas Island, Cocos (Keeling) Islands, or Norfolk Island.

Do note that Governmental entities, hospitals and healthcare organisations are not eligible.

Along with providing the opportunity to drive relevant consistent traffic, Google AdWords provides non-profits with invaluable metrics around utilisation and demand for services which our clients find useful for tendering and annual reports.

If you would like to find out more about deploying the Google Ad Grant for your non-profit organisation and how Tonic Digital can guide you through the process, please get in touch.


If your organisation is looking to partner with an award-winning consultancy with a proven track record, get in touch today.

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