Google for Nonprofits and NTC Takeaways

By Heather Fignar

Does your nonprofit use Google? That may be a more complex question than you imagine, because Google’s reach is extensive: YouTube, Adwords, Google Analytics, Blogger, etc.

If you don’t know what some of these are, visit the Google landing page for descriptions of all the options.

On March 16 (just in time for NTEN’s Nonprofit Technology Conference - NTC), Google announced the new Google for Nonprofits program. In the past, you had to separately apply for a Google Grant or YouTube nonprofit status. According to Google’s website, Nonprofits will be able to take advantage of the exclusive offers through a one-stop application process. If approved, they can get up to $10,000 a month in Google AdWords advertising, free or discounted use of Google Apps, and access to premium features on YouTube and Google's mapping technologies

This program includes:

• A forum for nonprofits to share information with one another
• Case studies detailing how other nonprofit organizations used Google tools to meet their needs
• Educational videos
• The Google for Nonprofits Marketplace, which connects nonprofits with professional service providers who have agreed to offer their services for a free or discounted rate

Once you’ve applied and been accepted, we can help you create a plan that makes use of the tools provided.

Other NTC Takeaways:

At NTC, we participated in the conversation about how nonprofits are using technology to communicate, lead, fundraise, and change the world. Here are our primary takeaways:

1. Focus on successes – your fundraising program is already experiencing bright spots. Identify those and hone them rather than spend a lot of time trying to identify problems. This was the message from keynote speaker Dan Heath, author of Switch: How to Change Things When Change Is Hard.
2. Listen to your audience and donors – what they have to say can be valuable in creating a message that resonates with other donors and prospects. We have seen this principle work just recently when a scholarship organization asked supporters to send messages of inspiration to students. The messages were so touching and provided some great content ideas for our copywriters.
3. Integration is imperative. It helps you raise more money from more people. It also leads to multi-channel donors who are proving to have a higher life-time value.

Heather Fignar presented at NTC and the slides have some great information. Download the Multiplier Effect.