How to use Google for Nonprofits?
Google for Nonprofits is a relatively little-known programme from the American firm Google. If you are eligible, you can take advantage of Google for Nonprofits and gain access to a range of services specifically designed for not-for-profit organisations.
What services are included in the Google for Nonprofits programme? How can you benefit from it? Today, we reveal all the reasons to use Google for Nonprofits.
We should point out that this information is subject to change. It was accurate at the end of January 2019 in France.
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What services are included in Google for Nonprofits?
Using Google for Nonprofits will give you free access to a range of services that are ordinarily paid-for and aimed at professionals. Indeed, from G Suite to Google Donations tools, your organisation will experience the internet in a whole new way.
G Suite for Nonprofits
If you are eligible for the Google for Nonprofits programme, you will benefit from free access to G Suite for Nonprofits. This "free" subscription will allow you to use the advanced features of Gmail, Google Docs, Calendar, Drive, and Hangouts Meet.
Indeed, Google states that you will be able to organise your organisation's resources in a single place, or "simplify the onboarding of new employees and volunteers".
YouTube Nonprofit Programme
We have mentioned on numerous occasions: video is the channel experiencing the strongest growth. This channel allows you to gain visibility and hold the attention of a wider audience. 80% of global internet traffic is devoted to video consumption.
If you are eligible for the Google for Nonprofits programme, you will have free access to a YouTube programme for nonprofits. Consequently, you will be able to benefit from advice from Google specialists, as well as specific video tips and tutorials. In the same way, it will be very easy to learn about techniques that will enable you to reach a broad and enthusiastic audience via the YouTube Impact Lab.
Furthermore, you will have access to specific features:
- external redirect cards allow you to direct your supporters to external URLs of your choice;
- overlay call-to-action annotations redirect users to your website;
- the YouTube Creator Academy offers tailored lessons for nonprofits.
Google Earth and Google Maps
There are tools within Google Maps specifically designed for nonprofits. If you are eligible for the Google for Nonprofits programme, you will be able to benefit from Google Maps Platform credits.
This little-known tool could enable you to:
- connect people and resources. Users will be able to quickly identify community resources or your programmes;
- create compelling data visualisations. In this way, you can measure, track, and share the impact of your organisation;
- share maps of data relevant to your cause;
- allow your donors to visualise how their donation has been used on the ground.
Google Donations tools
By making use of the Google One Today app, you can increase your visibility. Indeed, users of this mobile app are presented with a new charitable project every day. This makes it easier for people to donate to your organisation.
Moreover, you will be able to share your story with a much wider audience, particularly through social media.
In addition, the simplified donation process — thanks to automated payment receipts — encourages more donations from people wishing to support your work.
Google Ad Grants: the Holy Grail?
Now, we have saved the best for last! Google Ad Grants is a programme similar to Google Ads (formerly AdWords). The difference, however, is significant. Each month, Google provides you with $10,000 USD to spend on text-based advertising across its own network.
One of the conditions? Having a high-quality website and premium web content.
Your cause will become known to the general public.
Your website will be seen.
You will have the opportunity to reach thousands of people who need your help, every month.
We are dedicating a full article to this topic in the coming days.
Using Google for Nonprofits: how do you benefit?
The process may seem complex, but it is ultimately straightforward.
That said, you will need to meet certain requirements in order to gain access to all the services and be able to use Google for Nonprofits. Bear in mind that Google is offering you up to $10,000 USD each month through its Google Ad Grants programme. That represents a total annual free advertising budget of $120,000!
That $120,000 — which you almost certainly do not otherwise have available — will allow you to communicate for a whole range of reasons. Why not run donation appeals at a national level? Volunteer recruitment campaigns? Why not communicate at scale to reach even more people and attract those in need to your organisation?
We invite you to visit this page to check the eligibility criteria for Google for Nonprofits:
- Your organisation must be recognised as a charitable body in a specific list of countries (check the Google for Nonprofits eligibility criteria and country list)
- It must be validated by TechSoup, or by a local partner. In France, organisations must be registered with Solidatech (the local branch of TechSoup Global);
- In France, organisations must be "not-for-profit or NGOs with the status of a loi 1901 association, a loi 1987 foundation, or a loi 2008-776 endowment fund, or complying with the Civil Code. They must also be published in the Journal officiel Associations or in any other official French legal publication." Source: Google (https://support.google.com/nonprofits/answer/3215869?hl=fr)
- Your organisation must NOT belong to one of the following categories:
- Governmental entities and organisations;
- Hospitals or healthcare establishments;
Schools, academic institutions, or universities (the philanthropic arms of educational organisations are eligible). For more information about Google programmes for educational institutions, visit the EduSchool site.
We will return in greater detail to Google Ad Grants in our next article on inbound marketing for nonprofits.
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