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Grants

What is the Google Ad Grants Program?

By | All Posts, Capacity Building, Fundraising, Grants, News You Can Use, Social Media | No Comments

 

What is the Google Ad Grants Program?

Guest Contributor Stephanie Higinbotham of SH Marketing shares her insight.

 

Let’s start with the basics before jumping into any how-to-get-started guides. Google Ad Grants is a program offered exclusively through Google that provides qualifying 501(c)3 organizations with $10,000 of in-kind spend per month to spend on advertising. Nonprofits enrolled in the program are subsequently eligible to show their ads on the Google Search Network and, given they make at least one change to the account per month, the allowance will continue to renew at the start of each month.

How does this help my nonprofit?

Among the many benefits of using Google to advertise, the most significant benefits are user accessibility and reach. Google processes over 40,000 searches per second all around the world. Imagine having this potential at your fingertips! As daunting as it may be, you can customize your campaigns to reach as far or as near as best fits your organization. Now that millennials are the largest living generation, and given how tech savvy they’ve proven themselves to be, to not take advantage of digital marketing is to largely ignore a very significant volunteer and donation pool.

What types of campaigns can I run?

First and foremost, Google Grants participants are only eligible to run campaigns on the Search Network, so no Display Network, YouTube, e-commerce, etc., but if you set the account to run as such, the possibilities are endless. To get started, I recommend setting up the following before branching out into anything more complicated:

Branded campaign

This is where you can include any search terms related to your organization’s brand name. For example, if I am working on a campaign for the Kansas City Humane Society, I’ll want to include any search terms that include that phrasing. Here are some ideas:

  • Volunteer with Kansas City Humane Society
  • Donate to Humane Society
  • Adopt animals Humane Society
  • …and so on!

Volunteer campaign

  • This is self-explanatory, but you can use your Google Grant to help drive volunteer outreach.

A campaign related to your primary objective

  • If you’re an organization who works to rehabilitate homeless individuals, then include keywords as such. Customize this step to fit your organization’s purpose and needs.

Have more questions? Feel free to contact me! I love making new friends and teaching nonprofit professionals about AdWords. You can reach Stephanie at stephhigmarketing@gmail.com or at 816-787-1941.

Eager to get started with your Google Grant? JB+A and SH Marketing are hosting a Google Ad Words Webinar on June 22 from 12-1 pm.  Register here for the webinar and we’ll send you a free set-up guide for Google Ad Words with simple step-by-step instructions!

Donor-Advised Funds: Parking or Philanthropy?

By | All Posts, Annual Giving, Commentary, Donor Cultivation, Fundraising, Grants, Insights, News You Can Use, Planned Giving, Prospect Research, The Giving Institute | No Comments

Jeffery Byrne

Jeffrey D. Byrne
President + CEO

The Giving Institute recently hosted its Summer Symposium in Boston, and I attended a very informative session on “The Charitable Landscape and Donor-Advised Funds” presented by Matt Nash, a Senior Vice President with Fidelity Charitable. I felt the presentation made a good case for donor-advised funds, and has helped me re-shape my thinking around this giving vehicle.

As fundraisers and nonprofit managers, we know donor-advised funds (DAFs) have been a part of American philanthropy for decades. We’ve also undoubtedly noticed (perhaps with some chagrin?) that DAFs are quickly becoming more and more popular vehicles for charitable giving. Their role in shaping the charitable landscape has grown dramatically over the past two decades and we can only expect this trend to continue. Many of us have probably also wondered how to “crack the DAF nut” – how to successfully secure this type of funding and connect with the seemingly anonymous individuals behind the mechanism. Since 1991, Fidelity Charitable has operated as an independent public charity and currently sponsors the nation’s largest DAF program. Its mission includes programming to make giving simple and effective. So how do they do that through a funding mechanism that feels like an enigma, and what are the benefits – to both donors and nonprofits?

I learned a lot about the state of DAFs from Matt’s presentation. For example, Fidelity Charitable holds nearly $15 billion in assets in more than 72,000 DAFs (Fidelity Charitable calls them Giving Accounts) which are held by more than 119,000 individuals (known as donors). The average age when opening a DAF is 54 and the current donor age is 62. Donors establish Giving Accounts as they approach retirement age, and 62% of Fidelity donors say they are using these donor-advised funds as a way to sustain giving through retirement. It is also interesting to note that more than half of Fidelity’s donor contributions were non-cash assets and 3/4 of donors say the ability to donate such assets is a reason for setting up their fund. In 2014, more than half of contributions were made with non-cash assets.

Fidelity Charitable is the second-largest grant making entity in the United States, after the Bill & Melinda Gates Foundation. In 2014, it awarded $2.6 billion in donor-recommended grants to 97,000 charities. The total amount granted by Fidelity has tripled over the past 10 years, as has the number of grants of $1 million or more. In the first six months of the 2015 calendar year alone, Fidelity has set a record with its 310,000 donor-recommended grants.

Once assets have been contributed to a Giving Account, they can be invested for short- or long-term giving goals. Donors can recommend an investment strategy that aligns with their own charitable goals and time frames, and potentially grow their charitable dollars tax free. And most DAF participants list tax benefit as a motivation for using a DAF. Is this “parking” funds? Perhaps. But isn’t it also empowering philanthropy? Absolutely! There is a correlation between investment growth and grant making. Fidelity reported its assets rose from $12.8 billion to $14.9 billion in fiscal year 2014. Grants rose 32% over the previous year. While the average grant size remains consistent, the number of grants per Giving Account continues to grow. And most contributions to Fidelity Charitable are granted out to charities within 10 years.

The median Giving Account balance is just over $16,000, and 60% of Giving Accounts have balances under $25,000. But more than 5,500 accounts have balances upwards of $250,000. The majority of grants were recommended online and Fidelity offers a free, online tool (the DAF Direct Widget) that nonprofits can add to their websites, helping donors recommend grants directly from the charity’s website. Donors are also taking advantage of being able to pre-schedule their giving, and pre-scheduled grants make up about 1/5 of outgoing grants from Fidelity. And contrary to some perceptions, most grants–92% of them–are not anonymous, but include names and addresses for acknowledging the gift.

Consider these takeaways when navigating the world of DAFs and meaningfully engaging DAF (and ultimately your organization’s) donors:

  • Flag the DAF and gifts in your donor database
  • Recognize the donor in stewardship, not the DAF sponsor
  • Seek to engage the donor, even if the initial gift is small
  • Be sure to include DAFs in your organization’s “Ways of Giving”

And remember, most donors complement their DAF giving with cash giving; often times, the DAFs are used in strategic and larger giving, while cash or cash equivalent gifts are used for smaller donations and more casual giving. DAFs are becoming increasingly more popular and nonprofits should recognize and work with DAFs and their donors as ways to strengthen philanthropy.