Our clients always tell us they want to get more donations using the Google Ad Grants. In order to maximise benefactors consider the following "Do's and Don'ts for your Google Ad Grants Donation Campaign".
The Don'ts For A Google Ad Grants Donation Campaign
1. Don't Assume Bidding On "Donation" Related Keywords Will Yield The Best Results
The first idea a nonprofit will have is to bid on keywords related to donations. "Donation" related keywords are the most competed for thematic type for Google Ad Grants accounts. You are going up against non-profits of sizes and cause types. When a searcher weighs up your ad against other they are being asked the same thing by everyone; "Donate To Us". This will leave them feeling disillusioned as they are overwhelmed by choice, therefore instances of people donating to your cause are very low.
2. Don't Drive People To A Donation Page As Their First Touch
Put yourself in your visitors shoes, if they have never heard of your nonprofit, they don't know what you do, they don't what impact you made to date and they aren't sure where there is money is going to; do you think they will be thrilled to be brought to page where they input their credit card details? You should consider bringing recipients to a page that showcases everything you would want to know before you would donate to a charity. Then add "Donate Online" call to action buttons at different parts of the page. This allows recipients to reflect on what your about and doesn't make them feel that they are being pushed into donating straight away.
3. Don't Expect Instant Results For Your Donation Campaign
Thinking about your donation strategy long term through Google Ad Grants is the best mindset. Rome was not built in a day and generating hundreds of dollars a month through donations is going to take time and effort to achieve. You should set quarterly goals of where you are with your strategy and what ways you can increase the probability of getting regular donations.
The Do's For A Google Ad Grants Donation Campaign
1. Do-Bid On Keywords Relevant To Your Mission
Bidding on keywords related to your mission is the best way to gain more followers. Gaining more followers increases the probability of donations as you will have a bigger audience to pool donations from. Not only that, but these people have already expressed an interest in what you are doing. So think mission-related; if you are a charity to prevent animal cruelty in Ohio then keywords related to "animal cruelty Ohio" is your best keyword; if you are a charity that offers help to sick children in San Antonio then keywords related to "children's charity San Antonio" is your best bet. Always try to localise your keyword with a location as people will be more likely to donate to causes in their community than one far away.
2. Do Offer Visitors Answers To Their Queries
People query Google because they are looking for answers and information. Keep this in mind when you are bidding on any keyword. If you give people what they are looking for you are already adding the first building blocks of trust. It's best to give them what they want first, once you feel you have done that, you should consider giving them a takeaway document or something related to what they are looking for that they didn't originally know they wanted. (See Lead Magnets Below)
3. Do Use Lead Magnets
"Lead Magnets" are quite literally magnets to attract more leads into your funnel. To create a Lead Magnet you will need to offer some free content in exchange for the visitor's email. Examples of lead magnet content include; brochure downloads, reports, access to videos, app downloads, ebooks, infographics and any other downloadable content. By asking for their email you are giving yourself an opportunity to reach the recipient again through email so you can build brand recall.
If you want to convert these visitors into benefactors then you will need to build on your trust relationship. Send the visitor a carefully crafted series of emails after they have downloaded your content. Your first email can thank them for expressing an interest in what you do and you can offer them more content about who you are. The second email can discuss some top-level statistics of the problems you are trying to solve. The third email could be a case study about the impact you are making. At the end of the third email, it would be a good time for you to consider adding a call to action to donate to your cause.
Follow the philosophy outlined in this article and you will be on track to getting more benefactors from your Google Ad Grants Donation campaign. If you would like to learn more or have any questions about this article please reach out to us through our contact page. If you would like more information about how to apply for the Google's Ad Grant you download our info pack.