Powering your nonprofit through Google Grants and Automation. December 12, 2017

Transcription

1 Powering your nonprofit through Google Grants and Automation December 12, 2017

2 Why do we even care about digital?

3 Why digital? Where s the ROI? Why give the necessary dollars and time on a coherent digital campaign? Here are 10 staggering statistics. 1. Nearly one in three (31.5%) people worldwide donated to charity in 2015 and one in four (24%) volunteered. Source: 2. By 2018, the global population of social media users is projected to grow to 2.44 billion, or 33% of the world population. Source: 3. Total giving is expected to grow 4.1% in 2016 and 4.3% in The vast majority of the giving will be done by individuals. Source:

4 Why digital? Where s the ROI? 4. Matures (born 1945 and before) donate $683 annually. Boomers $478. Gen Xers $465. And Millennials $238. Donors years old are now the most likely to give online. Sources: and 5. Millennials most inspired to give by social media. Gen X and Baby Boomers by . Source: % of all online donations come from mobile device users. Source:

5 Why digital? Where s the ROI? 7. On average, your followers should grow 23% annually on both Facebook and Twitter. Source: 8. For every 1,000 fundraising s delivered, a nonprofit raises $44. Source: % of all online giving occurs over the last three days of the year. Source: Given the opportunity, 48% of American adults would make donations within a mobile app. Source:

6 So what is this Google Grants thing? $120,000 per year worth of Google s popular Adwords online advertising available to each eligible nonprofit (typically a 501c3 designation): Up to $329 per day or $10,000 per month of advertising Opportunity to increase this to up to $40,000 per month Part of the overall Google for Nonprofits program

7 Before we get into the nitty-gritty, it s important to know this is only one aspect of a successful digital campaign.

8 There are 6 steps.

9 Step 1 Know where you re going. Roadmap your goals. Real Time Board is a great (and free resource to help accomplish this)

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11 Step 2 Get in front of new audiences using a $120K Google Grant (that ll be the main focus of today s session!) Create a strategy and build a multifaceted campaign using a $120,000 Google Grant to drive fundraising, solicit corporate sponsorships, educate people on your programs, and increase participation in your events.

12 Step 3 Convert visitors into donors, volunteers and constituents Design and develop custom landing pages that speak specifically to the ad audience. Each landing page has different hooks that will ask for user information such as a newsletter subscription, contact us, a donation form, or, an opportunity to register for a new event.

13 Step 4 Automate! Infrastructure needs to be scalable and repeatable. Automatically engage with your contacts in ways they want and need: nuture potential donors, send board members automated reports, or setup a volunteer onboarding. The opportunities are endless.

14 Step 5 Optimization and Reporting You can only improve what you measure. Through detailed A/B testing, we keep fine-tuning and tweaking. Data and analytics are available in reports you can share with members of the Board, funders and other stakeholders.

15 Step 6 Train your folks The goal of any campaign is to onboard your people - how to manage and grow with the tools put in place. You should have extensive onboarding and training sessions to ensure the campaign has longevity and doesn t live only with one person

16 What Can a Grant Do for You? For nonprofit, free ad budget for your organization to drive: Awareness & Engagement Donations & Volunteers Services & Program Access Augment and reinforce other efforts: Event Ticket Sales Capital Campaigns New Program Launches Legislative Initiatives

17 What Can a Grant Do for You? Some Differences/Constraints from standard Adwords: Text only Ads (no images) Network Search only (no search partners) Bid for a keyword (search phrase) term limited to $2.00 If selling products, certain commercial terms not available (have to make clear it is being sold for charity) Success is rewarded: Google Grants Pro : Additional $30k per month - a total of $40,000/month ($480k per year!)

18 A brief primer on key terms Keywords: The word or phrase people use to search in Google (for example restaurants near me ). You bid on these (up to $2) and depending on demand for that search phrase s popularity, the price will be established. Since the demand includes commercial (paid) advertisers, the price can be driven up over $2 (your bidding limit as an Ad Grant recipient). Ad: A short, specific text-only advertisement that is shown when a relevant/related keyword is searched. Ad Group: A set of ads that focus on specific topic area (for example Single Moms ) Campaign: A set of ad groups. Landing Page: The page on your website where the specific ad points - where people land when they click on the link in your ad.

19 A brief primer on key terms Relevancy Score: Google s proprietary algorithm that looks at how closely related (or relevant ) your ad, keywords and landing page are to each other. The higher the score, the more likely your ad is to show when someone searches with that phrase. Adwords statistics/measures: CPC (Cost Per Click): average cost every time someone clicked on your ad - this is what is charged against your ad budget CPM (Cost per impression): average cost for each viewing of your ad - this is based on number of times your ad is presented to someone divided by the cost of the search phrase CPA (Cost per acquisition): average cost to acquire a customer - what did it cost to bring someone to your site (based on number of times presented and cost per click)

20 A brief primer on key terms Ways to choose how to match search terms or Keywords Broad Match: misspellings, synonyms, related searches & variations Broad Match Modified: same but not synonyms, +single +dads Phrase Match: close variations to a phrase, single dads Exact Match: exact term, [single dads] A campaign is at the top level of the hierarchy. Ad Groups fall under that. Keywords fall under that. So Single Parents could be a campaign. Single Moms could be an Ad Group, Single Dads could be another Ad Group. Single Dads could have keywords such as single dad help or single dad resources.

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24 Ads are what shows up when someone Googles a keyword or phrase.

25 The Keywords this is what brings up the ads. With the multiple bid of 2.00 CPC (cost per click) that s the nonprofit maximum, some keywords won t show. Note the ineligible ones to the side.

26 But many still do show. It s important to get a variety of words, so while some may be ineligible, many are eligible. You can also edit an ad and play with Broad Match, Modified Broad Match, Exact and Phrase Match for eligibility.

27 Opportunities At a Glance. Short, actionable statements from Google to improve ranking and clickthroughs.

28 Creating your first campaign. Creating your first campaign.

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34 Just because you have an ad, doesn t necessarily mean a clickthrough. It s also about Ad Relevance. Your Quality Score depends on: -Relevance -Ad quality -Keyword quality -Expected clickthrough rate (impressions divided by clicks) -Landing page experience

35 So make sure you do these things Have quality and relevant keywords.. Have quality and relevant ads. Fine-tune those ads and ensure they aren t conflicting with others. Have amazing landing pages.

36 The model is simple. -Use AdWords to raise awareness and to drive traffic to your site. -Have quality landing pages to convert traffic into known contacts. -Nurture that list for long-lasting donors, volunteers and constituents/ people you help.

37 But don t forget this is just one part. Traffic is awesome, but if you don t convert to a program participant, donor, volunteer, then it s a bit for naught.

38 2 minute overview of automation. -Obtain the visitor s contact information (newsletter, contact us form, etc) -Tag them appropriately. -Market to them. -Convert them. Live demo!

39 Q&A Also, feel free to reach out to us anytime! Kevin LaManna: or Cassie Dennis: or