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Social Media

What is the Google Ad Grants Program?

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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!

Success Stories from the Front Lines: #GivingTuesday 2016

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The results are in and #GivingTuesday 2016 was a resounding success raising $168 million and surpassing last year’s total raised by more than 43%. But how has this global day of giving made a difference to the nonprofits who participate and the individuals they serve? Here are two success stories from nonprofits that demonstrate just how impactful this giving phenomenon has become.  

kidsight-logoSaving Sight
Saving Sight is on a mission to prevent childhood vision loss through charitable vision services for the children of Missouri. This past #GivingTuesday, they harnessed the power of social media to support their signature charitable program, KidSight, which provides free vision screenings to Missouri children.

The Saving Sight team credits their #GivingTuesday success to their prep work. When you have a plan in place you’re already halfway to your goal – the rest is just execution! Leading up to November 29, they mobilized their staff, Board, donors and program recipients to participate in #GivingTuesday through email blasts, a dedicated webpage and regular social media posts.

They reached out to their dedicated base of supporters and recruited them as ambassadors to their #GivingTuesday campaign. Ambassadors not only donated, but also spread the word  by posting the #GivingTuesday version of the selfie, the #unselfie.

Take a look at a just a few of the many #unselfies posted by Saving Sight supporters.

ss-gt-collage

So how did they do? 40 individuals donated on #GivingTuesday adding up to $1,040 in total donations. At $5 to screen a child, they raised enough to support KidSight vision screenings for 212 children. Incredible! Well done to the entire team at Saving Sight and KidSight.

urlHealthEd Connect
HealthEd Connect empowers women and children through evidence-based health, education and advocacy. They train volunteer community health workers in sub-Saharan Africa and Nepal and provide free primary (K-7) education for orphans and vulnerable children in the Copperbelt region of Zambia through three community schools. For this year’s #GivingTuesday, HealthEd Connect focused their efforts on their Girls Achievement Program (GAP), which aims to empower, educate and enable 5th, 6th and 7th grade girls in the developing world to focus on their studies and break the cycle of poverty and dependence.

Their goal? Raise $12,000 for 12 girls to study through the 12th grade.

Like Saving Sight, HealthEd Connect credits a great deal of their success to the prep work. Using the JB+A #GivingTuesday Guide, they developed a robust plan with assigned roles, responsibilities and deadlines.

They mobilized their base through targeted pre-#GivingTuesday emails intended to spread the word amongst Board, staff and key volunteers, and through #GivingTuesday-focused newsletters throughout the month of November. They approached social media with precision and efficiency drafting all posts in advance with engaging photos and pre-determined launch times in place. They also developed a unique hashtag for their campaign: #12GX3.

And they didn’t stop at the prep work. Throughout #GivingTuesday, they sent real time updates to their donors and contacts keeping them informed and engaged in the fundraising process.

Lauren Hall, Executive Director of HealthEd Connect, also credits Board participation with their #GivingTuesday success. “JB+A’s Guide helped us communicate the importance of #GivingTuesday to the Board and they got 100% behind the campaign,” says Hall. “We acquired three matching pledges from the Board in addition to commitments to forward pre-written emails to their contacts. Their support was essential to the success of our campaign.”

So how did they do? HealthEd Connect’s goal was to raise $12,000 ($6,000 online, three $2,000 matching pledges) sending 12 Girls to high school on HealthEd Connect scholarships. They more than surpassed their goal raising $32,365 which will get 32 new scholars through high school. They also acquired 41 new donors and reached more than 3,500 people.

Truly an inspirational account showcasing the power of social media to harness generosity and passion.

Congratulations to the entire team at HealthEd Connect!

Interested in getting your organization to participate in this phenomenal day of philanthropy? The next #GivingTuesday is scheduled for November 28, 2017. It’s never too early to start brainstorming your plan of attack! Leading up to #GivingTuesday, JB+A will be posting helpful tips and guides to help your organization make the most of this global day of giving. Stay tuned! 

Lamar Advertising and JB+A Support #GivingTuesday for Fifth Consecutive Year

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giving_tuesday_logostacked-2016For the fifth year in a row, Lamar Advertising is collaborating with JB+A to support #GivingTuesday by generously providing pro bono digital billboards throughout the Greater Kansas City metro and St. Joseph. #GivingTuesday is a global day of giving following the consumer frenzy of Black Friday and Cyber Monday. Fueled by the power of social media, #GivingTuesday encourages us to give back, support and promote our favorite nonprofits.

gt-billboard-11-2016David Halpin, Sales Manager at Lamar, had this to say about the collaboration: “As the largest provider for outdoor advertising in Kansas City, Lamar feels it has a responsibility to support #GivingTuesday.  Anything we can do to make this community stronger and show our employees’ spirit to give, we’ll do. Lamar is proud to have supported #GivingTuesday for the past five years, and we will continue to support this great cause in the future.”

Jeffrey D. Byrne, President + CEO of Jeffrey Byrne + Associates, Inc.,  appreciates the energy and momentum generated by #GivingTuesday: “#GivingTuesday harnesses the power of this time of year, by inspiring people to take collaborative action and give back.  #GivingTuesday also reminds us of the true spirit of the holiday season:  community. One of the most powerful gifts we can give our loved ones is our promise to work together to help create a better world…for everyone.”

JB+A is grateful to Lamar Advertising for their continued support of this important cause. Keep an eye out for #GivingTuesday billboards all over KC and St. Joe and be sure to participate on November 29th!  For more ideas on how your nonprofit can participate in #GivingTuesday, click here.

And be sure to participate in #GivingTuesdayKC!

#GivingTuesday: Is your organization ready to roll?

By | Donor Cultivation, Events, Fundraising, Social Media | No Comments

giving_tuesday_logostacked-2016Now entering its fifth year, #GivingTuesday is officially a global charitable movement. Celebrated on the Tuesday after Thanksgiving, following the consumer frenzy of Black Friday and Cyber Monday, #GivingTuesday is a day dedicated to giving back.

It’s a simple idea with an enormous impact. Fueled by the power of social media, #GivingTuesday brings individuals and organizations together online where missions can be shared and donors cultivated. Last year, 700,000 people donated over $116 million in one day through one medium – social media. It’s an innovative and creative way to kick off the charitable season and raise awareness for your organizations’ mission.

If your organization is participating in #GivingTuesday this year, then you have already started pushing this on social media and your followers are ready to go on November 29. You may have a specific project that has #GivingTuesday appeal, or you just want to raise general funds.

Here are a few tips to make sure you get the most out of this annual day of giving:

  1. Set Goals – Do you want to raise awareness?  Attract volunteers?  Raise dollars for a specific program?  Clearly defining your goals will help you map out tactics and plan your messages.
  1. Plan your Tactics/Messages – Write your tweets and posts in advance and work them into a timeline.
  1. Assign Roles & Responsibilities – depending on the complexity of your campaign, make sure your staff is in place to execute your plan and clearly defined roles and responsibilities are in place.

If you are just starting out with #GivingTuesday, be sure to read our #GivingTuesday Guide which includes great tips for building a plan from scratch. If you’re new to #GivingTuesday, set your calendar for November 29 and take this opportunity to observe how other organizations utilize this innovative fundraising opportunity. We’re sure you will come away inspired and ready to go for 2017.