Tapping Into Google Ad Grants to Fuel Your Volunteer Force

Leading the charge of your organization’s volunteer recruitment efforts, you can’t ignore the immense power the internet (Google specifically) holds for connecting with volunteers. Think about it: you go to Google for all sorts of things: shopping, researching topics you care about, and answering your questions. Your prospects and current supporters are the exact same way! 

What if we told you that Google actually offers a program that’ll help you promote your volunteer opportunities, helping you reach those searching for your mission online? You can meet some of your most committed supporters by ranking for keywords connected to your cause, and the Google Ad Grant program can help with that! If you’re ready to connect with prospects where they are—online—let’s dive in.

Understanding the Power of Google Ad Grants

Let’s kick things off with the basics. The Google Ad Grant is a monthly grant that nonprofits can spend on the Google Ads platform. Program participants receive up to $10,000 each month, which they can spend on bidding for keywords and crafting persuasive ads that highlight their most important engagement opportunities. 

Think of it as free advertising money! You apply for Google Grants, Google gives you ad credits, and you can amplify volunteer opportunities or anything else that will fuel your mission.

By crafting persuasive ads, you can rank for keywords that current and prospective volunteers are Googling. In no time, you’ll supercharge your volunteer engagement.

Best of all, there’s no competition for funds. If you qualify, you’ll receive the grant. It’s that simple! It’ll even renew automatically each month, so you continue receiving the funds for as long as you need them. There’s just one caveat: you’ll need to keep up with Google’s compliance regulations to stay eligible. That’s nothing that a little effort won’t fix, though!

Identifying The Right Google Ad Grants Keywords

You’re convinced that Google Ad Grants are the right move. Wonderful! Now, you need to learn the different parts of your ads. Let’s start with keywords.

Getting Attention’s guide to Google Ad Grants highlights why keywords (and all the research that comes with picking them) are vital to your performance. Doing plenty of keyword research means you can find what terms your prospects are searching for and choose the content they’ll find valuable. 

For example, someone who searches for ‘animal shelter volunteering’ is a strong volunteer prospect. For terms like that, use your Google Ad Grant money to promote your site’s ‘Volunteer’ page, where they can explore your volunteer program and upcoming opportunities.

Luckily, Google arms nonprofits with all the keyword research tools they need. Here’s an overview of some you might use:

• Google Keyword Planner is Google’s official keyword research tool. Type in a few mission-related words or phrases. Then, the tool will spit back data like average monthly searches, competition, and historical stats. It’ll even provide other keyword ideas and suggested bids.
• Google Trends gives you insight into what people are searching for at any given time. Sample time and geography-based data to gain insight into what’s trending in certain areas throughout the year. As a helpful hint, this tool is great for finding seasonal keywords (AKA those that are more popular at different times of the year).
• Google Search Console isn’t specifically for keyword research. Instead, it can help you monitor your site’s performance. Easily view which search results drive traffic. You can also track stats like page impressions and clicks. This’ll help you improve your content and make it more useful.

Of course, you can use any keyword research tools you want. These are just the ones Google offers.

No matter which platforms you use, your keywords are important, so don’t undervalue them! By choosing the right ones, you’ll connect with motivated prospects who are ready to volunteer and propel your mission forward.

Crafting Compelling Google Ad Copy and Headlines

Here comes the fun part: writing your nonprofit’s ads!

Your ad copy and headlines are what will be displayed within Google search results for the keywords you select. While the headline will appear as the clickable text at the top of your ad, the ad description will describe what’s on the page and why your cause is important. This is your chance to convince prospective volunteers your site offers more valuable information than other search results.

To capture attention and encourage clicks, stick to these tips for writing engaging ads:

• Infuse keywords and variations throughout your ad to show users that it’s relevant to their search query.
• Feature a call to action such as “Join Us Today!” or “Make a Difference by Volunteering!” to inspire potential volunteers.
• Use concise and persuasive language to communicate the benefits of volunteering since you’re limited on characters in your ads.

If you’re unsure what will persuade volunteers to visit your site, you’re in luck! Double the Donation’s nonprofit digital marketing guide explains that you can use features like responsive search ads (RSAs) to rotate through different headlines and descriptions. You’ll enter a series of headlines and descriptions. Then, Google will show different ones to users. It’ll find the best combination that receives the most clicks, making the decision for you.

Choosing (and Optimizing) A Landing Page That Makes Sense

Up next, consider what landing pages you’ll use for your ads. “Landing pages” are the pages attached to your ads. It’s where prospective volunteers will be directed once they click your ad.

Your landing pages are what will seal the deal. To convert ad clicks into volunteer sign-ups, try these strategies:

• Share helpful content. Showcase volunteer roles and responsibilities as well as contact details for questions. Then, explain the influence volunteers can have by signing up. If you have stats from your volunteer program, your landing page is a great place to highlight them, too! We also recommend adding your keywords to your landing page’s copy to indicate that it’s relevant to searchers.
• Showcase volunteer impact stories when possible. Create a sense of community and purpose by featuring volunteer testimonials. Great for blog posts or your main volunteer page, stories or quotes from past volunteers on your landing page can inspire prospects. Not to mention, featuring current supporters on your site can be an incredible volunteer appreciation idea.
• Consider your page’s design. Make sure your page is organized, features impactful images of volunteers, and tells users exactly what they need to know without cluttering it with unnecessary details. After all, the Google Grant requirements mention you need to offer a positive user experience. Clear CTAs and navigation can help substantially here.

Following these tips will help you craft the ultimate landing page for your Google Ad Grant campaigns.

If you want to offer other content users might find useful, Google even enables advertisers to expand their ads with site link assets. That means you can include additional landing pages. Think carefully about which page is most relevant to your keywords. Then, make that your primary one. After that, think through other content those users might find helpful and add those with the extension.

Wrapping Up

It’s no secret that your volunteers are a vital part of driving your nonprofit’s mission. Today, that means finding new ways to meet them where they are, which is primarily online. The Google Ad Grant program is one of the best ways to accomplish that.

If you have enough time to manage your account, start leveraging the program to attract passionate individuals eager to get involved. In no time, you’ll take your volunteer recruitment efforts to new heights with Google Ad Grants.

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About the Author

Jessica King, Business Lead at Getting Attention

Jessica helps nonprofits acquire and manage the Google Ad Grant to expand their impact. Prior to her work at Getting Attention, Jessica worked in nonprofit and higher education organizations focusing on communication and digital marketing, and most recently in search engine optimization in the mission-driven sector. Jessica holds a master’s degree in communication from Virginia Tech. In her free time, you can find her reading, building furniture, and hanging out with her cats, Benny and Olive.