5 Ways a Google Ad Grant Can Help Nonprofits Connect with Volunteers

How Do Volunteers Find Nonprofits? 

Finding volunteer opportunities in your community always starts with the same first step- research. Unless previously engaged with a nonprofit, most people who are looking for philanthropic prospects turn to Google to begin searching for an organization with a cause they feel passionate about. Volunteers are vital to nonprofit organizations to support their mission when the budget may not allow for fully employed staff. They can be ambassadors for your organization, assist in the day-to-day operations, and support your cause. At the heart of all nonprofits is a group of volunteers who seek to expand your mission with their own time, labor, and passion. 

Now, how can nonprofits utilize the power of those already searching for volunteer opportunities via search engine advertising? Especially when connecting people to your organization can already be challenging? Most nonprofits know all too well how shallow their budgets are when first beginning a purpose driven organization, especially when it comes to marketing and advertising funding. These channels can get pricey, and probably seem insignificant when compared to the amount of funds you would like to dedicate to fulfilling your mission. When the budget is tight, but you are looking for an impactful advertising campaign to reach your goals, the Google Ad Grant is a resource your nonprofit may not be utilizing. 

Thanks to the generosity of Google, the grant sponsors ten thousand dollars in search advertising credit per month for nonprofits. This money is entirely donation based and helps nonprofits compete with for-profit companies for valuable placement and exposure to their causes in search engine results. The ad grant propels nonprofits to higher placements on search results via Google, leading to heightened engagement, interaction with landing pages, and donor generation. Attracting volunteers is a great way to utilize the Google Ad Grant. By crafting messages through location targeting, calls to action, and relevant keywords, the grant can get you linked with volunteers who are excited to begin. 

Reaching an audience who is already looking for nonprofit organizations to volunteer with means ads will perform more successfully than when targeting a random group of people. Finding people who are already motivated, and taking that first step to become a volunteer, are more likely to engage with your organization and align to your mission. This targeted approach narrows your search from a broad one to the passionate few who are ready to take action. 

Since there is no cost to the organization to apply, there is no risk in running campaigns and evaluating results to see what works vs. what could use some fine tuning. Grant management companies can bring their expertise to your ads, making them pop on the page and ensuring they stay in compliance. 

Below are four ways the Google Ad Grant experts at Cause Inspired make your ad copies pop to attract important volunteers:

Keywords

Using the right keywords is crucial for volunteers to see your ads on Google’s search page. The right keywords are ahead of trends and know what your target audience is searching for. It goes beyond something as vague and broad as “volunteer near me,” to “community based volunteer projects,” or “service opportunities for senior citizens.” By becoming specific, intentional, creative, and relevant, the chances of those seeing your ad increases, and thus the potential for interested parties to click on your page and engage with your organization.  

Location Targeting

Another important aspect of the grant is to confirm you are targeting the right communities. If you are a small, local organization, you want to ensure that your ads are showing to the right people. Ideally, you do not want someone in California searching for homeless shelters to volunteer at only to arrive at your nonprofit based in Florida. By focusing on geographic locations and targeting those searching for opportunities in your community, you relieve frustration and gain an audience of locals who are already connected to your cause. 

Calls to Action

We want to create powerful calls to action that get volunteers not just interested in your ad but passionate about your organization. Having a team that understands your mission and knows the best ways to inspire people to volunteer for your nonprofit is important. Instead of having an ad that says “volunteer now” try- “save a neighbor tomorrow, help serve food today.” With limited space in the ad copy, finding creative and powerful ways to encourage volunteerism will generate measurable results. 

Seasonal Events

Targeting people for specific, seasonal events is another great way to get volunteers through the Google Ad Grant. Looking to gain volunteers for a Christmas toy drive? Ensure your ads will only show in the relevant time period by adding specific keywords and dates. You want to be specific, while giving users searching for relevant keywords actionable items to complete when they get to your page. Have a need now- whether through an environmental crisis such as a hurricane or an oil spill in the ocean? Begin targeting people to your relevant nonprofit for help. 

Landing Page Experience 

Having a great website is how you turn a visitor into a volunteer. To ensure that your ad’s are running successfully, having a successful landing page when interacting with your ad is vital. When your site is easy to navigate, loads fast, and stays current, ads will be more effective.

Staying current is particularly important so that ads reflect the content you are drawing attention to, updating monthly to add new content and taking away past content builds trust with your audience. By having a real understanding of what your audience is looking for, and being able to deliver from a search generated ad to a current and corresponding website, you gain credibility and foster new relationships with your volunteers. 

Google Ad grants are useful to organizations looking for affordable advertising measures without having to give up quality and impact. With your budget still in tact, your nonprofit can focus on the things that really matter- whether that's saving the world's homeless pets, feeding the hungry, or free programs serving underprivileged communities. These grants expand your audience and lend to greater conversions when looking for volunteers, donations, or a few helping hands. 

About the Authors

Kayla Baker, Head of Strategic Partnerships at Cause Inspired

Kayla, Head of Strategic Partnerships at Cause Inspired, specializes in building alliances that advance the organization's mission. With a B.S. in Communication focused on Public Relations from the University of North Florida, she has a strong background in relationship management. Kayla’s experience includes serving as Events Director for PRSSA, where she honed her leadership skills. Her strategic approach to partnerships supports nonprofit initiatives and drives meaningful social impact.

Olivia Harlan, Team Lead & Senior Digital Strategist

Olivia has been with Cause Inspired since 2019. A Flagler College graduate, she earned her degree cum laude in Business Administration with minors in Advertising and Marketing. Olivia is certified in various Google Ads specializations, with a particular focus on Search.

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