Are you looking to boost your nonprofit’s online presence without spending a dime on advertising? Google offers eligible nonprofits up to $10,000 per month in free advertising through their Google Ad Grants program. Here’s the complete process, including a crucial first step I missed earlier.
First Things First: Are You Eligible?
Before diving into the application process, let’s make sure your organization qualifies. You’ll need:
- Valid charitable status (501(c)(3) status for U.S. organizations)
- A functional, SSL-secured website that’s up to date
- Registration with TechSoup (this is essential!)
- Registration with Google for Nonprofits
Quick note: If you’re a governmental entity, healthcare organization, or educational institution, you unfortunately won’t be eligible for this grant.
The Application Process: Your Path to Free Advertising
Step 1: Get Validated by TechSoup
Before you can access Google for Nonprofits (and therefore Ad Grants), you’ll need to register with TechSoup and receive your validation token. This is a crucial first step that:
- Verifies your nonprofit status
- Provides you with a unique identification number
- Enables access to Google for Nonprofits and other technology donations
Step 2: Join Google for Nonprofits
Once you have your TechSoup validation token:
- Head to the Google for Nonprofits registration website
- Fill out the necessary forms
- Have your TechSoup validation token ready – you’ll need it!
Step 3: Wait for Verification
After you submit your registration, a company called Percent (Google’s partner) will verify your nonprofit’s legitimacy. This typically takes 2-14 business days. Keep an eye on your inbox for that verification email!
Step 4: Apply for the Ad Grant
Once you’re verified, log into your Google for Nonprofits account and submit your Google Grants application. You’ll need to:
- Provide your website URL
- Outline your organization’s goals
- Share some basic information about your nonprofit
Step 5: Activation Time
The final stretch! Follow Google’s Ad Grant activation guide to:
- Submit your website domain
- Watch the welcome video (yes, it’s required!)
- Click that “Submit activation request” button
- Wait for Google’s email with next steps
Pro Tip!
Not sure if you qualify? Save yourself some time by using a free eligibility checker before starting the TechSoup registration process. It’s a quick way to confirm whether you meet all the requirements.
Ready to Get Started?
Remember, this grant can provide your nonprofit with up to $10,000 in monthly advertising value – that’s a lot of potential exposure for your cause! While the process has several steps, starting with TechSoup validation, each one is straightforward and well worth your time.
Need help navigating any part of this process? Both TechSoup and Google provide excellent support resources, and their teams are there to help you succeed. Spiezz digital can also submit this application for you if your team has limited bandwidth.
Maintenance- keep that ad account active!
Once you have your ad account you’ll need to be running ads that get enough views that Google considers them to be relevant in your stated markets. Please reach out to us if you get a warning from Google once your account is approved and running.