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Nonprofits have an unprecedented opportunity to leverage online marketing channels that may have been unavailable to them previously, including programs offered by Google for Nonprofits. What are these opportunities, and how can your nonprofit take advantage of them for the 2014 holiday giving season? Marketing Mojo’s Janet Driscoll Miller will give you the lowdown on digital marketing channels that can help your nonprofit increase online donations throughout the year.
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@marketingmojo | #mojowebinar | marketing-mojo.com
Presented by
Janet Driscoll Miller
President and CEO, Marketing Mojo
CAN’T MISS OPPORTUNITIES WITH GOOGLE FOR NONPROFITS
@marketingmojo | #mojowebinar | marketing-mojo.com
TODAY’S PRESENTER
JANET DRISCOLL MILLER President and CEO
Marketing Mojo
@janetdmiller +JanetDriscollMiller
@marketingmojo | #mojowebinar | marketing-mojo.com
ABOUT MARKETING MOJO
• Originally founded as Search Mojo
• Demand generation marketing firm founded in 2005
› Search engine optimization (SEO)
› Paid media management
» Pay-per-click advertising management (PPC)
» Social media advertising
› Content marketing
› Marketing automation
› Analytics consulting
• Headquartered in Charlottesville, VA
› Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at SMX Advanced, MarketingProfs, PubCon and more
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OUR NONPROFIT CLIENTS
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GOOGLE FOR NONPROFITS
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GOOGLE FOR NONPROFITS
• Program for certain 501(c)(3) nonprofits to receive added benefits from Google and its associated products
› YouTube
› Apps for Nonprofits
› Google Earth Outreach
› OneToday by Google
› Google AdWords
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YOUTUBE FOR NONPROFITS
• Drive viewers to action by placing a Call-to-Action overlay directly on your videos
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GOOGLE EARTH OUTREACH
• Create a custom map of your project sites in 10-minutes with Google Maps
• Create a narrative Google Earth movie and make it available on YouTube
• Host geospatial data online with Maps Engine & publish polished maps to the web with a Google Maps Engine grant*
• Collect data in the field with Android devices and Open Data Kit and map your data
• Online tutorials to help you get the most out of all available mapping tools
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GOOGLE EARTH OUTREACH
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GOOGLE APPS
• Free access to Google’s business apps with greater storage
› Gmail
› Google Calendar
› Google Drive
• 30GB of storage
• 24/7 support
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GOOGLE ADWORDS GRANT
• Provides $10,000/month in free Google AdWords advertising
› Can be increased to $40,000/month in
Grantspro program
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GOOGLE ADWORDS GRANT
• Limitations:
› Only advertise on Google search results
› Max CPC of $2
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GOOGLE ADWORDS GRANT
• Rules:
› Must only link to one main domain
› Must log in at least once per month to manage
› Ads and keywords must be relevant to the
nonprofit’s mission
› Sales must support program
› Car, boat and property donations not allowed
› No AdSense ads
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GOOGLE GRANT CASE STUDY
• Over $300,000 in donations in December
› Averages over $40k/month in donations each
month
• Achieved with only basic $10k/month grant
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WHAT THE GRANT DOESN’T COVER
• Keyword Ads > $2/click
• Display Advertising
• Retargeting via Display
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• Cost of keywords
Keyword Monthly Searches Avg. Cost Per Click
heart disease 40,500 $ 9.44
how to prevent heart
disease 1,600 $ 4.43
heart disease
prevention 1,000 $ 3.77
what causes heart
disease 1,600 $ 2.69
heart disease in women 5,400 $ 4.70
KEYWORD ADS > $2/CLICK
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DISPLAY ADVERTISING
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CTR Conversions Cost/Conversion
+90% +700% -66%
• Show ads to previous site visitors
• Cookies last for up to 540 days
• Use retargeting to your advantage!
› Retarget donors next cycle
› Re-engage volunteers
› Take advantage of traffic from Google Grant ads
RETARGETING WITH DISPLAY
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HOW TO QUALIFY AND APPLY
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HOW TO QUALIFY?
• Based in the US, England or Wales
• Must be 501(c)(3) classification
• Certain types of organizations NOT eligible:
› Governmental entities and organizations;
› Hospitals and health care organizations;
› Schools, childcare centers, academic institutions,
and universities (philanthropic arms of educational
organizations are eligible)
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HOW TO QUALIFY?
• Only 1 membership per organization
• Branches of a larger nonprofit that SHARE THE EIN with the parent are eligible
› Branches must indicate that they are applying
as a "related organization" during the
application process and go through additional
screening.
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APPLICATION PROCESS
Review Eligibility Requirements
http://www.google.com/nonprofits/join/
1
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APPLICATION PROCESS
Apply to the
Program
https://www.google.com/nonprofits/
account/signup/us
2
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APPLICATION PROCESS
Enroll in Specific Products
3
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GRANTSPRO QUALIFICATION
• Have conversion tracking active
• Login and manage biweekly
• Hit $9900/month in spend over two months
› Don’t have to be consecutive months
› Within a six month period
• Have a 1% or higher average CTR for six months
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• Cost of keywords
Keyword Monthly Searches Avg. Cost Per Click
donate charity 140 $ 12.87
donations to charity 110 $ 11.71
donating to charities 50 $ 6.73
donate to charities 50 $ 9.30
online donations for
nonprofits 110 $ 10.46
SO WHY IS IT HARD TO GET GRANTSPRO?
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• Cost of keywords
Keyword Monthly Searches Avg. Cost Per Click
volunteering
opportunities 1,900 $ 2.05
denver volunteer
opportunities 390 $ 2.45
volunteer
opportunities in
atlanta 720 $ 2.06
volunteer
opportunities nyc 880 $ 2.38
volunteer
opportunities in dc 590 $ 2.07
SO WHY IS IT HARD TO GET GRANTSPRO?
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GRANTSPRO STRATEGY
• Build out a large keyword list
› Often long tail, specific terms
• Monitor, adjust
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CONTACT
JANET DRISCOLL MILLER President and CEO
Marketing Mojo
@janetdmiller +JanetDriscollMiller
@marketingmojo | #mojowebinar | marketing-mojo.com
LOOKING FOR HELP? Contact Marketing Mojo 800-939-5938 ext. 101
MARKETING MOJO Twitter: @MarketingMojo
Facebook: facebook.com/MarketingMojoAgency Google+: +Marketing Mojo