Would Your Charity Benefit from £7K+ Online Advertising Every Month?

If you’re a charity based in the UK, did you know that you might be eligible to claim more than £7,000 per month in online advertising?

Then you might be interested in:

The Google Ad Grants

This is the offer available via search engine giants Google, allowing suitably qualified charities the chance to promote their causes online through sponsored advertising.

Basically, registered charities, subject to meeting certain criteria, can access up to $10,000 in pay-per-click (PPC) advertising, allowing them the chance to secure prime placements on the top pages of the search engine.

It’s not a new scheme, by any means, with hundreds of millions of dollars in advertising fees distributed to charities around the world over the past decade.

That being said, it’s also not a widely publicised scheme which has meant it slipping below the radar of many UK-based charities and non-profit organisations.

What the Scheme Provides

Created to raise the profile, aid fundraising opportunities, and generate awareness of causes of charities, and not for profit organisations, the grant provides up to $10,000 (currently about £7,700 on Aug ’17 exchange rates) in the form of pay-per-click advertising to be used on the Google Adwords Marketing platform.

This can then be used to create ads, much as you would with a standard Adwords campaign; albeit with a few stipulations applied.

  • You can only create text-based ads (so no videos or images)
  • While they’ll appear in the sponsored / paid ad sections on Google search pages, they will typically be positioned below ads from customers who are actually paying.
  • Each campaign must be based on keyword-targeting.
  • The maximum cost-per-click (CPC) on an ad will be $2.00 USD.
  • Once approved, Google will apply $10,000 USD of in kind AdWords to your account advertising each month.

How This Can Help Your Charity

Having thousands of pounds worth of advertising to use each and every month has one very obvious and overriding benefit. Namely, that you have an opportunity to significantly increase the visibility of your organisation or cause with exactly the people who are searching for what you provide.

Which can mean:

  • More prominence to the message you wish to convey
  • Increased opportunities to raise funds and revenue that can be used to further your cause and aid your charity
  • Raise awareness of issues and offer greater access to help from those who need you.

Who’s Eligible?

There are some fairly strict requirements to be met in order to be eligible for the ad grant; with each country having its own set of criteria. For the UK, the eligibility requirements are:

  • Organisations must be currently registered with tt-exchange (which is free)
  • Organisations must be non-profit or non-governmental organisations with recognised charitable status in their respective location:
    • England and Wales: Registered with the Charity Commission for England and Wales; and/or registered with HM Revenue & Customs (HMRC) as tax exempt;
    • Scotland: Registered with the Office of the Scottish Charity Regulator (OSCR) and/or registered with HM Revenue & Customs as tax exempt;
    • Northern Ireland: Registered with the Charity Commission for Northern Ireland (CCNI) and/or registered with HMRC as tax exempt;
    • Jersey: Member of the Association of Jersey Charities;
    • Guernsey: Member of the Association of Guernsey Charities;
    • Isle of Man: Registered with the Index of Registered Isle of Man Charities;
    • Falkland Islands: Registered with the Charity Commission for England and Wales and/or in the list of charities approved by the Governor and published in the Gazette.
  • Acknowledge and agree to Google’s required certifications regarding non-discrimination and donation receipt and use.
  • Have a live website with substantial content.

Source: Google UK

Once approved status is granted, you need to ensure that you are creating ads that meet the approved standards for the scheme, and also that you are managing the account effectively each month. This includes stipulations such as:

  • Ensuring all ads are linked to the approved website
  • Ensuring you maintain an active management of your account every month, making changes to ads and campaigns at least every 90 days
  • Using keywords appropriate to your services and products
  • That the account is not used for commercial purposes
  • Your website has no affiliate links or Google Adsense spaces upon it.

Managing Your Account

We understand that this might all sound a bit daunting, or time-consuming, to many organisations. However, when you have access to such a potentially powerful digital marketing resource, why not consider working with a PPC specialist who, for a relatively cost-effective monthly management fee, can manage your Google Ads?

At UpriseVSI we’ve worked with, and advised a number of charities on effectively and efficiently managing their accounts, ensuring they keep their ads within the required guidelines, have keywords targeted to their required audience, and ads that deliver the message required. Gaining maximum value from their budget, while saving huge amounts of time in the process.

If you’re a charity, non-profit or other third-sector organisation and you’d like to learn more about your eligibility, how to apply, and how we can effectively manage your Google Ads Grant account, please get in touch today.

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