Google offers in-kind advertising in grants programme
Howard Lake | 7 October 2004 | News
Search engine Google’s new grants programme offers at least three months of free text advertising on its AdWords system. However, it is still only available to non-profits based in the United States with 501(c)(3) status.
Google isn’t offering cash grants, but is instead donating at least three months of AdWords adverts to qualifying US non-profits. This allows them to place adverts for their services, fundraising appeals, or any other kind of support such as volunteers on other relevant Web sites.
Google’s AdWords system targets adverts to relevant content on participating Web sites. As a result it is one of the most popular online advertising tools at the present time.
Google gives three examples of how non-profits have benefited from such grants:
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- Room to Read, which educates children in Vietnam, Nepal, India and Cambodia, attracted a sponsor who clicked on its AdWords ad. He has donated funds to support the education of 25 girls for the next 10 years.
- The US Fund for UNICEF’s e-commerce site, Shop UNICEF, has experienced a 43% increase in sales over the previous year.
- CoachArt, supporting children with life-threatening illnesses through art and athletics programs, has seen a 60 to 70 percent increase in volunteers.
The chances of securing support are high: in Google Grants’ first year, 80% of the organisations applying met the criteria for the award.
Decisions on grants are made every three months.
UK Fundraising will report when Google, as it promises, chooses to expand this grants programme to the UK.
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About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.