How to Ask for Donations Using Paid Advertising
WHEN TO USE PAID ADVERTISING
In today’s competitive landscape, paid advertising empowers any organization to stand out. Depending on the audience you’re trying to reach, you can use traditional methods to promote your fundraisers, like radio or print ads. However, online paid advertising allows you to tap into way more prospects, even if you’re trying to target a local audience.
Believe it or not, you can get started with paid advertising for free. After applying for the Google Ad Grants program, approved nonprofits receive free credits to spend on Google Ads.
Once you’re approved, you can spend up to $329 per day to create ads that lead to pages on your nonprofit’s website. You choose the keywords you want to target, then write an ad that encourages readers to click through to your website. Google places these ads at the top of the search engine results page for your chosen terms.
This is a great way to ask for donations, whether you’re connecting with new donors or retaining current ones. Promote your event pages, campaign pages, donation forms, or any other web pages that will push your mission forward.
Resources Needed
#1: To get started, you’ll need a secure website that thoroughly explains your cause. Google has a strict website policy that you’ll need to follow before applying.
#2:You’ll have to walk through an application process, including acquiring a validation token from TechSoup, registering for Google for Nonprofits, and submitting an application for the Google Grants program.
#3: You’ll need to learn the basics of managing a Google Ad Grant account, create well-written ads, and devote 2 to 3 hours each month to ongoing maintenance.
#4: If this seems like a lot, turn to a Google Ad Grants manager like Getting Attention. Agencies like this specialize in the Google Ad Grant and guide nonprofits through every step of the process.
