The Google Ad Grants program provides nonprofit organizations with up to $10,000 in free advertising each month. It works by showing your ad to people who are looking for nonprofits with the same goals as yours. But are you right to receiving Google Ad Grants? Let’s figure it out.
To receive a grant, non-profit organizations must meet certain requirements from Google.
Are you a 501(c)(3)?
In the United States, this is how a tax-exempt organization is designated – 501(c) (3). This status is a prerequisite for participating in the Google Ad Grant program.
Next, we’ll talk about some caveats when organizations are tax-exempt by default but don’t have 501(c)(3) status, and what to do about it.
Hospitals, schools and government institutions
Is your organization:
- a hospital,
- a school, college or university,
- a state institution?
If your organization falls into one of these three types, unfortunately, you are not eligible for a Google Ad Grant.
However, if you work at a college or educational institution, you are eligible for another program – Google for Nonprofits. It doesn’t have the benefits to receiving Google Ad Grant, but it has some other attractive features that you can take advantage of.
Additionally, if the institution is a college or school, you may have a 501(c) (3) affiliated foundation that is eligible to receiving Google Ad Grant. Then the grant can be used to promote the work of this foundation, to raise funds for the school, etc., but not to study at the institution itself.
Churches
One of the caveats mentioned earlier concerns churches or religious institutions.
Churches are tax-exempt by default, but they do not qualify for 501(c)(3) status by default. Formally, they have 501(c)(3) status without having to apply for it. So, if your organization is a church, you are eligible for a Google Ad Grant if you apply and receive the mentioned status.
Additional conditions
You will need to accept and abide by Google’s terms of use. An important condition is also non-discrimination in the provision of your services.
The described nuances are usually the areas that disqualify people from participating in the Google Grant.
Confirmation of your non-commercial status
In many countries, your nonprofit status is verified by TechSoup. When you apply for a Google Ad Grant, one of the first steps is to create or sign in to a TechSoup account and receive a special token. This token confirms your non-commercial status and is how Google determines whether you are eligible for the program. This is a very important step to remember.
What if you are not eligible for Google Ad Grants?
If you don’t qualify, you can still benefit from Google advertising through a paid Google Ads account. It also has advantages in terms of other methods of advertising; however, the downside is that you actually have to pay for such advertisements.However, this option is worth considering if many people are searching online for what your organization offers and what they can benefit from when they learn about your business.
Begin by entering your first and last name to establish your identity. The next crucial step is providing your email address; remember, it must be a business, branded, or corporate email, as generic email addresses are not accepted. This is to ensure a professional level of communication and to filter out non-serious inquiries.
You are also required to include your website’s URL. This is vital as it gives context and allows for a preliminary assessment of your online presence, which is integral to the audit process. Furthermore, you must clarify your status regarding NGO registration or your interest in Google Ad Grants. This information is essential for tailoring the audit to your specific needs and circumstances.
After you have filled in all these details with precision and care, review them to ensure accuracy and completeness. Submitting accurate and comprehensive information is crucial for a meaningful audit.