Google Ads Feature: Not For Profit

Blog by July 18, 2018

Ad Grants Management for Not-For-Profit Organisations

If you are a not-for-profit organisation and are looking to reach a wide audience, you are in luck. With Google’s Ad Grants Program, eligible not-for-profit organisations are provided with $10,000/month in free ad spend to help increase their brand awareness, promote messaging and attract volunteers and donors.

Is my organisation eligible?

In order to be eligible for this program, your organisation must be either

  • A non-government income tax exempt (ITE) non-profit organisation as defined by the Australian Charities and Non-Profits Commission (ACNC) and/or the Australian Taxation Office (ATO).
  • An organisation that is currently registered with Connecting Up, TechSoup Global’s regional arm.

How is it different from Google Ads?

It works in the same way as Google Ads does, but does have some exemptions such as limitations on ad type, daily spend, cost per click and messaging.

This is where Threesides’ expertise comes in. Having worked with multiple non-for-profit organisations, we can help craft the ideal campaign based on your organisation’s goals.

How are we familiar with not-for-profit organisations?

It can be hard for non-for-profit organisations to get their message heard, to engage hearts and minds. However, with the right Google Ads strategy, your organisation can reach out to those actively seeking out for help.

Whether its increasing brand awareness, or attracting donors, we understand the importance of your organisation’s work and help translate that into not just what you do, but why you do it. Threesides have worked with various different non-for-profit organisations and charities in helping them achieve better community engagement, helping those in need and sharing their stories.

Some of our campaigns undertaken include:

Lifeline Australia

Lifeline Australia is a well-known national charity providing all Australians experiencing a personal crisis with access to 24-hour crisis support and suicide prevention services. Their elevator pitch is well known – however, they are rarely front of mind for donations and charitable giving.

The End of Financial Year 2016/17 donations campaign aimed to drive donations during this key period through a mix of emotive and urgency based messaging – driving both impressions, traffic and conversion tracking to understand the return of investment through a targeted display, search, remarketing, YouTube and social media campaign.

Along with our ongoing management over the past 2 years of their Google’s Ad Grants Program, this campaign-based online advertising also ramped up their existing online promotion for their help seekers services.

  • Surpass online donations by 20%
  • Generate over 5 million impressions
  • Build brand awareness