PAID SEARCH FOR NONPROFITS

PAID SEARCH FOR NONPROFITS Presented by: Greg Meyers Partner & VP Operations with WorldBenefactor, In Search Marketing Blog: www.SemGeek.com/searchcamp View/download presentation: www.SemGeek.com/searchcamp OVERVIEW About Google Grants  What you Need to Know when applying  Requirements for a Google Grant  Tactical Differences  Tactical Similarities  Myths and Truths  Web Analytics  Monetize every customer event  About The SalesForce Foundation  About GoodSearch.com  Other Grants available to Nonprofits  2 ABOUT GOOGLE GRANTS GOOGLE’S GENEROUS OFFERING Launched Program in 2003  Estimated 4,000 Nonprofits in 15 countries are actively participating in this Program  Awards registered 501(c)(3) Nonprofits $10,000 per month in Free Google Adwords Advertising.  If your Nonprofit is consistently reaching for $10k per month and is working well, Google will raise your monthly Award from $10k to $20k, $30k, $40k, etc….  3 WHAT NONPROFITS NEED TO KNOW BEFORE APPLYING FOR A GRANT Need to wait at least 3 months after receiving the determination letter from the IRS before submitting your Grants application.  Once you submit your application it usually takes 3 to 4 months for Google to review and process applications.  Once your application is accepted, Grantees have a deadline in which to set up an account.  Google Grants recipients are reviewed every quarter.  Nonprofits will know within six months or less whether or not they can continue to receive the Google Grant award.  4 REQUIREMENTS FOR A GOOGLE GRANT?  Who is Eligible for a Google Grant?  If you are within the United States, your organization MUST have current 501(c)(3) status and registered through the Internal Revenue Service.  Who is NOT Eligible? Organizations already participating in the Google AdSense program  Organizations that are either religious or political in nature  Organizations focused primarily on lobbying for political or policy change  5 TACTICAL DIFFERENCES You are limited to advertise on Google.com only  You are limited to $1 cost per click maximum  You cannot add $$ to Google Grants Account  You cannot run Image or Video Ads  You will need to create “extremely” targeted Adgroups based on Quality Score and CPC limitations of $1  6 TACTICAL SIMILARITIES You can bid on any keyword or group of keywords you like  Quality Score requirements are the same  You can run ad testing (if applicable)  Same Trademark policy is enforced  Daily Budget Limitations similar to other accounts  You can Geo Target similar to any standard account  7 GOOGLE GRANT MYTHS & TRUTHS The Grant/Award Value depends on overall performance of the campaign. Typical Avg Contribution is around $10k/month.  If you consistently spend $10k per month for at least three months, Google could increase your monthly allowance beyond $10k/month.  The Maximum CPC for this program is $1.00 CPC * Google creates the account for you & funds it directly.  Google creates the Adwords account for you  8 GOOGLE GRANT MYTHS & TRUTHS If you want to add money to the account, you cannot use the Grant account  Your Google Grants account is subject to the same algorithms and policies as a regular account.  Google Grants ads appear on Google.com, alongside or above the main search results.  Google Grants ads are not eligible for distribution in the Content or Placement Targeting Networks  You can use Google Analytics with this Google Grants Program.  Use of Google Checkout to accept donations is free until 2009  9 WEB ANALYTICS When you activate your Google Grant, make sure you have analytics tracking on every page of your website so you can have an understanding of how people are using your site.  Track every success event. This means, placing a specific piece of tracking code on all “Thank You” pages such as Email, Donation and Volunteer.   Here are some of the best FREE Analytics software tools 10 MONETIZE EVERY SUCCESS EVENT  What is considered a Success?      Simply Pageviews to create awareness A monetary Donation from $1 - $million A Volunteer Submission An Email submission A phone call from the website Key Metric to persuade additional PPC or other Online Advertising  Measuring Donations  Remember this is a Cycle driven environment  It may take 3-5 visits to convert.  11 SALESFORCE FOUNDATION What is Salesforce?  About SalesForce Foundation  How Can they help Nonprofits?  How does it integrate with Google Grants?  12 WHAT IS SALESFORCE? Salesforce.com is the worldwide leader in on-demand customer relationship management (CRM) services.  Easy-to-use Web-based CRM solution for sales, service, marketing, and call center operations.  Streamlines customer relationship management.  13 ABOUT THE SALESFORCE FOUNDATION? Donates 10 Free Licenses to Registered 501(c)(3) Nonprofits  Philanthropic Model of 1%, 1%, 1%  1% Time: Employees devote time to help Nonprofits  1% Product: Donating and discounting salesforce.com  1% Equity: Awarding grants to NonProfits with potential for replication   Estimated over 3,000 active NonProfits participating in program 14 HOW SALESFORCE HELPS NONPROFITS It helps Nonprofit do the following        Easily captures all Volunteer data (in real-time) easily into a user friendly system. Allows you to import existing data into fields and categories Allows you to effectively send out broadcast emails. Enables you to organize volunteers Integrates with Google Grants account to capture leads Integrates with email software, surveys and many other programs 15 SALESFORCE SCREENSHOT EXAMPLE 16 HOW IS IT INTEGRATED WITH GOOGLE GRANTS? Here is how it works  You login into Salesforce, go to adwords setup and you create the account.  Provide Salesforce with Google account ID#  Login to Google account, Accept Salesforce access to the account APIs  Salesforce then appends (automatically) tracking code to all destination urls in your ads or keywords  YOUR DONE! Salesforce does the rest!  17 WHAT IS GOODSEARCH.COM  About Good Search:  GoodSearch is a search engine which donates 50-percent of its revenue to the charities/schools designated by its users.  You use GoodSearch like any other search engine.  It's powered by Yahoo!  The money GoodSearch donates to your cause comes from its advertisers (users and the organizations do not spend a dime!)  Approx. 65,000 participating NonProfits in the Network How to Get started:  Organization must be a registered non-profit. (schools, charities, hospitals and clinics, volunteer services, political organizations, fraternal organizations, professional associations, religious organizations, governmental agencies)  We currently only work with U.S. charities and schools but plan to expand internationally in the future.  18 OTHER GRANTS AVAILABLE TO YOU   Google Checkout  Google Checkout for Non-Profits is a fast, convenient donation process that helps you attract more donors and increase online giving to your organization – and you can use it to process donations by charging credit or debit cards for free until 2009. Vertical Response  NonProfits can send up to 10,000 emails for Free per month once accepted into the program. 19 Greg Meyers Partner & VP Operations with CampaignGrid, LLC Search Marketing Blog: http://www.SemGeek.com View/download this presentation: www.semgeek.com/searchcamp 20