Google Grants for Nonprofits
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@protocol80
Google Grants for
Nonprofits
@protocol80
Thanks for coming
Lots to cover in a short amount of
time!
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Just a bit about us... 12+ years helping businesses &
organizations succeed online!
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@jcurcio
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A Bit About Us...
Some of the
peeps we
work with!
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Before We Get Down and
Dirty...Please use social media during
and after the event!
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Be Social:
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#GoogleGrants
Everyone that tweets something
using these will get a p80 Carabiner.
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Be Social:
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#GoogleGrant
s
3 Tweeters will also get a sweet p80
mug or fancy Google to-go coffee
mug!
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Don’t be shy, try something like
this:
@protocol80 is teaching us about
#GoogleGrants at Nonprofit
Networking Day!
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Or use any of these:
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Let’s get this show on the road!
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How many of you are at
organizations that have a website?
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Hopefully EVERYONE!!!!
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OK, so who struggles getting enough
website traffic?
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Now who struggles at turning website
traffic into “conversions”?
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Little Traffic + Poor Execution = Minimal
Success
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Lots O’ Traffic + Poor Execution = Minimal
Success
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Little Traffic + Good Execution = Minimal
Success
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Traffic is the first piece...
That is where
Google Grants
comes into play.
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AdWords
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Choose keywords...
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Show ads...
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Searcher clicks…
There is a cost associated with the
click (CPC)
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Searcher that clicks visits website.
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Advertiser has a daily budget,
when it’s met the ads stop
showing.
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Advertiser might be paying $0.05,
$0.33, $1.25, $22.00, $50.00, etc..
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Accrues to a monthly bill.
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Even with the monthly bill and agency
costs, it can provide an awesome ROI
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If you didn’t have to pay for the clicks?
That would be even better, right?
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Google Grants allows an organization
to spend up to $10,000 per month of
in-kind advertising!
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Yes. $10,000 PER MONTH!
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Before everyone gets too excited,
there are eligibility requirements.
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Valid charity status with 501(c)(3)
already in the online database
(Guidestar)
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No governmental entities or
organizations.
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No hospitals or medical groups.
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No schools, childcare centers,
academic institutions, or universities.
There are other opportunities for these folks...see me later.
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There are also guidelines once
approved.
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Must be mission focused.
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Have a working website and use only
one website for the grant.
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Must actually manage ads (or agency).
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No display ads.
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Can’t be strictly commercial
advertising.
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Can’t sell financial products or request
car, boat, property donations.
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Whew...there can’t be more than that,
right?
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There can and it’s the real kicker...
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You can’t bid more than $2.00.
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Yet, you compete with businesses that
have no limits (other than budget).
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This is why the average grant recipient
spends only 3% of the budget.
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Although you compete with these
businesses, you’re still “judged” the
same.
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Higher quality score =
lower cost for a higher position
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The only way to maintain
competitiveness is by just being better.
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Higher quality score is EARNED
through good account structure and
being user focused.
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You’re pleasing Google’s searchers,
they’re rewarding you with lower
CPCs.
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Now your $2.00 bid can go further.
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But we did say we’d have to change
both factors to be successful...
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Lots O’ Traffic + Poor Execution = Minimal
Success
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Good execution occurs when the website
visitor takes the intended action.
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What might some of your intended actions be?
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Giving?
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Sure, but unless that person’s goal was to find
you specifically, they won’t just give.
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You must educate them first.
What makes you so great?
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Without shoving a brand down their throat.
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Inbound Marketing
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Attract Conver
t
Close Delight
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Make them aware of the problem...
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Make them want to learn more...
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Convert them into a soft lead...
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Then nurture them to the point where they
want to give (or other intended action).
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That process must start within
SECONDS of the ad click.
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They must be directed to a fast
loading landing page...
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That looks GREAT!
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And gets the point across quickly.
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Bad example…
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Bad example…
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Decent Example
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Good Example
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Capture their attention, give them
the info that they want.
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Answer these questions quickly…
1. Where am I?
2. What can I do here?
3. Why should I do it?
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1. Mission
2. Goals
3. Objectives
4. Work
5. WHERE THE MONEY GOESAccording to a Neilsen report.
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Then get them to take the next
action.
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Good Example
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Good Example
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If you’re trying to collect donations
add trust seals (Verisign, BBB, Charity Navigator).
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Forms should ask for RELEVANT
information.
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Don’t settle on just 1 landing page.
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There should be different landing pages
for each stage of the “buyer’s journey”.
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And topic.
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Good execution requires making it
as easy as possible for the user.
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Lot’s O’ Traffic + Great Execution =
Infinite Success
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We Know...IT’S A LOT!
But help is here when you need it.
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Questions
? @jcurcio