Jonti Bolles White Hat Ops Jonti Bolles | [email protected] | @jonti Ad Grants and Marketing for Non-Profits
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Jul 18, 2015
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Jonti BollesWhite Hat Ops
Jonti Bolles | [email protected] | @jonti
Ad Grants and Marketing for Non-Profits
1. Mobile Marketing
2. Google for Nonprofits
3. ReMarketing
What We Will Cover
Jonti Bolles | whitehat-ops.comWhiteHat Ops
#Mobilegeddon
https://www.flickr.com/photos/37421747@N00/3281555681/
Jonti Bolles | [email protected]
• Historic -‐ Google announced a date
• Mobile traffic converts ridiculously low
• Mobile 2.0 is an opportunity!
Mobilegeddon
https://www.flickr.com/photos/37421747@N00/3281555681/
Jonti Bolles | [email protected]
• Do these plugs make me look big?
• Accelera6on of mobile search
• 10% of Donations are online
Mobile is more than Giving. “You have a mobile strategy if you’re sending email”
- Caryn Stein, Network for Good
Not Just Donations
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• Opportunity
60-80% of people first open email by phone
Less than 50% of NonProfits have a mobile friendly giving page
Mobile 2.0
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• Mobile website• Emails on Mobile• Graphics Optimized• Clear CTA• Easy Sign-up Form
Mobile Strategy
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• Google Adwords
• $120,000 a Year
• Roughly $329 a Day
11
In-Kind Advertising
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GmailCalendarGroupsDrive
One Today
Google Apps
Jonti Bolles | [email protected] http://www.google.com/nonprofits/learning/getting-started.html#tab1
• Create a custom map of project sites
• Map your date in the field
• Cultural Map and narrative tour
Google Earth
Jonti Bolles | jonti@whitehat-http://www.google.com/nonprofits/learning/getting-started.html#tab2
Relationships
A belief in your cause is a relaHonship.
Reach people via personalized messages. Email and Phone.
Mobile Search now driving calls.
15Jonti Bolles | [email protected]
• Nonprofits receive $10,000 per month to spend on AdWords
• $329 a Day!• Avg spend ~ $300 per month.
What?• Receive free apps and tools• Google GrantPro up to $40K per
month
Google Grants
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Functioning WebsiteNon-profit 501 c(3) onlyNon-discrimination policyMust update account regularlyStandards = No affiliate ad links
What’s The Catch?
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• Government Organizations• Hospital and Medical Facilities• Schools• Churches (Foundations exception)• Unrealistic expectations and Low QS
Who is Not Eligible?
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Bidding Limits
• $2 max per keyphrase
• Best PracHces On-‐Page Performance
• Long Tail Keywords
21Jonti Bolles | [email protected] Image: jennifernovak
Quality Score
• Where are you driving traffic? – Landing Pages
• Compete with other chariHes? – Specific Neighborhoods
• What are your acHons and goals? – Volunteers, Customers, Referring Agencies
– Did I menHon Email addresses?
24Jonti Bolles | [email protected]
• Conversational Queries • Ok Glass - “I
think I took the wrong medicine”
Hummingbird
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Awareness
• OrganizaHon Specific key phrases
• AcHon and Awareness
• Seasonal Campaigns
• Gi\ Catalogs
• Volunteers
• City Specific Programs
26Jonti Bolles | [email protected]
https://www.youtube.com/watch?v=o0R8rWvyyBE
• Understand Key Messaging
• Put Goals in Place to Show Value
• Sustain Value beyond Ads
• Training
Communications
Jonti Bolles | [email protected]
• Display ads for interested groups
• Grants for Awareness, Paid for higher ROI• One-time Donation often become recurring• Capture and remarket via Email• Mobile banners, email, mobile search
Paid Supplement
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Searching for 5K run directions
On a News site = ad for the next color run!
Must Visit Your Site First
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• Best Practices - Target Audience
• Don’t be annoying - throttle frequency
• RLSA Remarketing Lists for Search Ads coming soon
Paid Supplement
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• Build Audience and Resources
• Install Tracking Tags
• Seek professional help and a beverage
Measure
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• Return on Investment• Visitors share and build trust• Watch what works then explore and amplify• Show Progress to constituency• Don’t take shortcuts
Analytics - Did it Work?
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• Google for Nonprofits• Main Site - http://www.google.com/nonprofits/• Blog - http://googlefornonprofits.blogspot.com/• Support - https://support.google.com/nonprofits• Google+ - https://plus.google.com/
+GoogleforNonprofits/posts
Resource Links
Jonti Bolles | [email protected]
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