Has your NFP embraced digital advertising as one of its methods to raise funds? 

If you haven’t been using digital advertising, it’s likely that you are leaving a great deal of free advertising money on the table – anywhere from $13,486 to $53,955. Can your nonprofit really afford to continue to miss out?

Benefits for NFPs that Embrace Digital Advertising

Many NFPs make the mistake of solely relying on more traditional routes for fundraising, such as applying for government grants or sending donation requests to those on their email list.  Others even turn to billboards and special events to get the word out during their NFP’s fundraising drives, but digital advertising usually offers a greater return on investment. It also has the added benefit of being easy to both control the message and measure its results.

Is Your NFP Missing Out on Free Money?

Google Ad Grants offers up to $13,486 AUD in free advertising money to allow nonprofits to design ad campaigns that appear in Google search results whenever people search for similar nonprofits. This helps to raise awareness about your nonprofit among those who are more likely to support your cause.

Not only does Google Ads make it easy for others to discover your nonprofit, the platform also makes it easy for individuals to support your NFP and donate to your cause. The platform also provides straightforward tools that allow you to track your conversion rates and tweak your ad campaigns in order to improve your results.

With active management and excellent click-through rates, your nonprofit can even become eligible to apply for the Google Grantspro program, and qualify for up to $53,955 AUD a month in free ad money!

Are Your Digital Ads Hit or Miss? Maybe it’s Time to Adjust Your Digital Ad Strategy

If you have begun to test the waters and experiment with digital ads, but aren’t seeing the results that you want, you may not be using digital advertising correctly. Use the following tips to adjust your Digital Ad strategy and improve your results.

Use All of Your Free Ad Money and Supplement with a Paid Account

Unspent free ad funds don’t accumulate in your Google Ad Grants account, so spend the full amount each month. Get a second, paid Google Ads accounts in order to increase your ad options.

Test Ad Campaigns and Adjust Your Message

Don’t just create a campaign and then walk away, stay on top of your fundraising ads and use a/b testing and constantly refine your message. When designing your ads, keep in mind that using visuals that invoke strong feelings will increase the desire to help and boost your results.

Include a Clear Call to Action and Make Certain it’s Easy to Donate, Especially on Mobile Platforms

When designing your digital ad, make certain that it includes a clear call to action and that your landing page for donations is easy to use. Ideally visitors should be able to donate immediately and with just one click of the button.

Also take the time to make certain that your donations page and the rest of your site is easy to read and use on all platforms, but especially on mobile! If your pages take too long to load, or if visitors must make too many clicks to donate, it’s likely they will lose interest and change their mind about donating to your cause so take the time to design a simple, and clear, donations page that’s optimised for mobile use and update it often!