Google grants for charities

This is perhaps a marketing tool that has slipped past your radar. It certainly is well worth taking a look at.

Organisations based in the United Kingdom and registered with the Charity Commission for England and Wales, simply visit the Google for Nonprofits site and click Join the Programme. After being approved for Google for Nonprofits, you’ll be able to enroll in products, including Google Ad Grants.

The Google Grants scheme offers free advertising on the Google AdWords platform to qualifying charities. Google’s advertising grant for charities runs off the same AdWords pay-per-click platform that millions of businesses spend billions of pounds on yearly, worldwide, and presents an excellent opportunity to generate additional traffic to your charity’s site at no additional cost.

A lot of charities are allocating funds to digital advertising, but are unaware that the Google Grant scheme could allow them to use these funds elsewhere. The Google AdWords Grant account does have certain restrictions:

  • Equivalent budget cap of $10,000 per month.
  • The maximum cost per click is $2.00.
  • You can only run keyword targeted campaigns.
  • You can only appear in the Google search results.
  • You can only run text adverts.

With these restrictions in mind, we advise you to run a paid AdWords account side-by-side with their grant account to compliment it. You can stop paying for the clicks the Grant account will get you for free, whilst still appearing top of the results for those more expensive terms that the grant won’t quite cover.

If you aren’t sure about what to do next, get in touch and we’ll be happy to help you got through the registration process.

Published by


I do design and copy for people and great causes.