What is a Google Grant and who can apply?
Who is Eligible?
In Canada Google provides a diverse portfolio of non-profit supports including monthly advertising grants / allowances to registered charities. The Canadian Revenue Agency has the following webpage to enable users to easily search its database of registered charities in Canada. Registered charities can issue tax receipts, while non-profits cannot. Governmental entities and organizations, hospitals and medical groups, schools, academic institutions and universities are some examples of organizations that may be registered but are not eligible for Google Nonprofit Grants. In addition to Google for Nonprofits, Google offers different supports – for example under Google for Education, so review the eligibility requirements carefully.
How to Apply
To apply for a grant a registered charitable organization will need to:
1) Create a non-profit Google account if you meet the eligibility requirements.
https://www.google.com/nonprofits/eligibility/
FAQ Section:
https://support.google.com/grants/#topic=3500091
2) Submit the application form for a Google grant
3) Upon approval, proceed to set up a Google Ad account. Google advises non-profits to not enter a credit card when setting up their account. Google grants can often begin at $10,000 a month of in-kind advertising for text-based ads.
4) Follow the Google orientation processes
https://www.google.com/grants/how-to-apply/
Your team must be prepared to invest the time to not only apply for the grant but to complete the following account setup and initial marketing campaign development steps. If the grant is not leveraged / used, Google will revoke a non-profit approval. They will monitor the use of the grant to ensure it is being maximized moving forward. It is also important to note if your organization fully optimizes the $10,000 monthly in-kind advertising, Google may increase the amount of advertising grant available to your organization.
Let’s walk through next how the paid ad bidding process works so your team can ensure your account is set up to perform well.