1. 3%
First time
îî Text advertising through Google’s
Search Network only
Source:
Online Marketing Benchmark Study for Nonprofits, Blackbaud
IS YOUR NONPROFIT ELIGIBLE FOR A GOOGLE
FOR NONPROFITS GOOGLE GRANT?
Sustainer
27%
Online donation
GROWTH
i n 2 0 1 2
One time
10%
Repeat
20%
NO
Do you have a 501(c)(3) status
determined by the IRS?
Are you located in the United
States, England, or Wales?
NO
Does your organization
already have a Google for
Nonprofits membership?
NO
YES
YES
YES
GOOGLE GRANTS
TOP 5 VERTICALS
w i t h h i g h e s t m e d i a n o n l i n e d o n a t i o n
0
30
20
10
îî Grants of up to $10,000 available to
advertise through AdWords
THE STATE OF
ONLINE GIV NG:Online Marketing Opportunities for Nonprofits
7%Online giving
GIVING
OVERALL
11.6%Online Revenue
GROWTH
i n 2 0 1 2
$
OPPORTUN TIES
Average online gift
$89
Higher
Education1
Hospitals2
Human &
Social Services3
Disaster &
International Relief4
Visitation5
If you don’t have enough
information about your
supporters, consider
developing personas to get a
better idea of what motivates
their decisions to support
your organization and how
you can best target them.
Your
organization
is not eligible
to apply for
the Google for
Nonprofits
program
YES
Is your organization a government
entity/organization, a hospital,
a health care organization, or a
religious organization?
NO
YES
NO
NO
Are you a philanthropic arm of
the educational organization?
YES
Is your organization a school,
childcare center, academic
institution, or university?
FACEBOOK ADS
Sources:
2013 eNonprofit Benchmark Study, M + R Strategic Services and NTEN
Nonprofit Social Network Benchmark Report 2012, NTEN, Common Knowledge and Blackbaud
îî YouTube for Nonprofits is free for members
of Google for Nonprofits
îî Provides enhanced tools for nonprofits
using YouTube, including donation buttons
and Call-To-Action overlays
îî Ability for nonprofits to get more value from
their videos at no additional cost, while also
tracking the true impact of video
YOUTUBE FOR NONPROFITS
value that investment in
video
feel that budget is the
biggest barrier to video
invtestment
92%
79%
Source:
Into Focus – A Benchmark Guide to Effective Nonprofit Video; See3, YouTube, Edelman
Do not know
Other
Based on click-through
rates and actions taken
Anecdotally
Views
of nonprofits either
don’t know how to track
the impact of video, or
only track it anecdotally.
76%
While there is not currently
a Facebook advertising
program available for
nonprofits, Facebook
Ads are an opportunity
for nonprofits to engage
with new donors and
their existing base, while
increasing awareness and
revenue:
TARGET
AUDIENCE
Consumers
Direct Sales
Awareness
Lead
Generation
MARKETING
GOALS
KNOWN AUDIENCE
DEMOGRAPHICS
Interests
Geographic
Location
Nonprofit
w h o i n v e s t i n v i d e o
MARKETERS
îî Link and Share posts are most
effective at driving website traffic
Facebook
a u d i e n c e c o n s i d e r a t i o n s
ADVERTISING
46%Nonprofit Fan
GROWTH
i n 2 0 1 2
average cost
(over the 12 months following acquisition)
average value
$21481
$350
FACEBOOK LIKE
To request a quote, call 800.939.5938 x1 or visit marketing-mojo.com/sales.
©2014, All information in this document is the property of Marketing Mojo.
YES
Are you an umbrella organization?
Only one
membership
is allowed per
organization; your
organization is not
eligible to apply for
the Google for
Nonprofits
program
NO
APPLY FOR GOOGLE FOR NONPROFITS!
https://google-for-nonprofits.appspot.com/application
http://www.google.com/edu/index.html
Your
organization is
not eligible to apply
for the Google for
Nonprofits program,
but learn more about
Google’s program
for educational
institutions
http://www.irs.gov/charities/
article/0,,id=96210,00.html
Apply
through
the IRS
http://support.google.com/
nonprofits/bin/answer.py?hl=en&topic
=1656885&answer=1614602
Find
programs
available in
your country