{"id":420,"date":"2023-10-05T15:14:16","date_gmt":"2023-10-05T15:14:16","guid":{"rendered":"https:\/\/golden2.wpenginepowered.com\/how-to-use-google-ad-grants-to-unlock-giving-tuesday-success\/"},"modified":"2026-03-17T18:33:01","modified_gmt":"2026-03-17T18:33:01","slug":"how-to-use-google-ad-grants-to-unlock-giving-tuesday-success","status":"publish","type":"post","link":"https:\/\/goldenvolunteer.com\/blog\/how-to-use-google-ad-grants-to-unlock-giving-tuesday-success\/","title":{"rendered":"How To Use Google Ad Grants To Unlock Giving Tuesday Success"},"content":{"rendered":"\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/goldenvolunteer.com\/wp-content\/uploads\/2025\/05\/Getting20Attention-Golden-How20To20Use20Google20Ad20Grants20To20Unlock20Giving20Tuesday20Success-Feature.png\" alt=\"Getting Attention-Golden-How To Use Google Ad Grants To Unlock Giving Tuesday Success-Feature\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Giving Tuesday is one of the most impactful days of the year for nonprofits everywhere. This global generosity movement generated <a href=\"https:\/\/www.givingtuesday.org\/blog\/millions-worldwide-celebrate-givingtuesday-2022-with-acts-of-generosity-giving\/\">$3.1 billion<\/a> in critical support in just 24 hours last year. The key to maximizing your nonprofit\u2019s Giving Tuesday results lies within your marketing. Luckily, <a href=\"https:\/\/blog.goldenvolunteer.com\/4-ways-technology-can-streamline-your-volunteer-program\">technology<\/a> is on your side!<\/p>\n\n\n\n<!--more-->\n\n\n\n<p class=\"wp-block-paragraph\">As the world\u2019s most popular search engine, Google can put you in touch with supporters, helping you achieve your Giving Tuesday goals. Better yet, you can accomplish this for <em>free<\/em> with the Google Ad Grant.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you\u2019ve never heard of this program, the Google Ad Grant is a charitable giving program designed to help nonprofits market their digital content. All your nonprofit has to do is apply. If you qualify, you\u2019ll receive $10,000 a month to create ads that promote your website\u2019s content on Google Search for cause-related keywords.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Think of it as your ultimate marketing weapon for your mission, fundraisers, and programs. It\u2019s the perfect addition to your Giving Tuesday toolkit, and we\u2019re excited to share how you can use it to connect with donors and volunteers this year. Let\u2019s get started!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"color: #000000;\">Applying For The Google Ad Grant<\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Before you can leverage the Google Ad Grant, you need to apply. The approval process can take several weeks, so it\u2019s best to get the ball rolling if you want to use it for your Giving Tuesday campaign this year.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/gettingattention.org\/how-to-apply-for-google-grants\/\">Getting Attention\u2019s Google Grant application guide<\/a> breaks down the process into a few easy steps, such as:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Check your eligibility status. <\/strong>You\u2019ll need to hold valid charitable status, which means U.S.-based nonprofits should be registered as 501(c)(3) organizations. Note that governmental organizations, healthcare organizations, and educational institutions are automatically ineligible. You\u2019ll also need to have a secure, high-quality website to be deemed eligible.<\/li>\n\n\n\n<li><strong>Register your nonprofit with TechSoup. <\/strong>Google works with TechSoup to verify organizations\u2019 legitimacy. Once TechSoup approves your nonprofit, you\u2019ll receive a validation token.<\/li>\n\n\n\n<li><strong>Create a Google for Nonprofits account.<\/strong> You\u2019ll need to agree to a few rules, share some information regarding your nonprofit, and input the validation token TechSoup provided.<\/li>\n\n\n\n<li><strong>Fill out the Google Ad Grants application. <\/strong>Once your Google for Nonprofits account is approved, you can finally apply for the Google Ad Grant! You\u2019ll fill out an eligibility form, where you\u2019ll share your website\u2019s URL and your nonprofit\u2019s goals for the program.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">From here, wait to hear from Google. Once approved, start promoting your website\u2019s content within Google Search results! Note that each step takes some time. If you need help, turn to a consultant. Google allows agencies to apply on your behalf, making it easier for you to get up and running.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"color: #000000;\">Vital Tips to Tailor Your Ads for Giving Tuesday<\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">When it comes to crafting your Google Ad campaigns, you\u2019ll want to consider seasonality. In this case, that means designing ads that are tailored to Giving Tuesday. However, this goes for any of your Google Ad campaigns. It doesn\u2019t matter if you\u2019re <a href=\"https:\/\/blog.goldenvolunteer.com\/national-volunteer-month-what-it-is-and-how-to-celebrate-it\">celebrating Volunteer Month<\/a>, Valentine\u2019s Day, year-end holidays, or anything else. Adjusting your ads to match the time of year can go a long way in driving results!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s take a look at some tips you can take to elevate your Google Ads for Giving Tuesday.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"color: #434343;\">1. Target Giving Tuesday-Specific keywords.<\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">One of the most vital parts of your ads is your <a href=\"https:\/\/gettingattention.org\/google-grants-keywords\/\">Google Ads keywords<\/a>. Keywords are the terms that users will search on Google to find content like yours.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You\u2019ll want to select keywords that are specific to Giving Tuesday, such as:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>&#8220;Giving Tuesday donations\u201d<\/li>\n\n\n\n<li>&#8220;Support nonprofits on Giving Tuesday\u201d<\/li>\n\n\n\n<li>&#8220;Giving Tuesday [Your Organization&#8217;s Name]&#8221;<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s say you\u2019re planning a Giving Tuesday campaign for an animal rescue organization. You might get more specific with your keywords by tossing your mission in there. An example of this could be \u201cGiving Tuesday animal donations.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To pinpoint your keywords, you\u2019ll need to use a keyword research tool like <a href=\"https:\/\/ads.google.com\/home\/tools\/keyword-planner\/\">Google Keyword Planner<\/a>. Consider what a potential donor might search to find your organization or cause on Giving Tuesday. Input those terms into the tool to find their search volume, competition, and keyword suggestions.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"color: #434343;\">2. Create Giving Tuesday landing pages<\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Landing pages are where a user will \u201cland\u201d on your website after clicking your ad. When choosing a landing page for your Giving Tuesday campaign, you have a few options for maximizing results, such as:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>A dedicated Giving Tuesday page. <\/strong>Direct traffic to a specific Giving Tuesday page to streamline the donation process and reduce drop-offs. This page should explain your nonprofit\u2019s goals and projects for Giving Tuesday, emphasizing the urgency of giving on that specific day.<\/li>\n\n\n\n<li><strong>A general donation page.<\/strong> While it might not be Giving Tuesday-specific, a well-designed donation page with clear calls to action (CTAs), trust signals (like security badges), and various donation options can work effectively.<\/li>\n\n\n\n<li><strong>A matching gift page.<\/strong> If you have a <a href=\"https:\/\/blog.goldenvolunteer.com\/corporate-social-responsibility-csr\/\">CSR partner<\/a> offering matching gifts for Giving Tuesday, create a landing page that communicates this. Knowing this can motivate donors to give larger donations.<\/li>\n\n\n\n<li><strong>An event or campaign sign-up form.<\/strong> If your Giving Tuesday campaign involves a specific event, challenge, or initiative, use a landing page that allows supporters to sign up.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Not only do you want to choose the right type of landing page, but you\u2019ll also want to optimize it for conversions. Improving whichever landing page you choose will help you to <a href=\"https:\/\/360matchpro.com\/optimize-google-ad-grant\/\">maximize your Google Grant results<\/a>. For example, ensure your page\u2019s content is relevant to your audience and includes a clear CTA.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"color: #434343;\">3. Put thought into writing your ads<\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Your ad copy is what users will encounter in the search results and will entice them to click through to your website. Strive to craft compelling ad copy that aligns with the spirit of Giving Tuesday.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>For one, create a sense of urgency in your ads. <\/strong>Giving Tuesday is a one-day event that thrives because of its deadline. Capitalize on this by using urgent phrases in your ads, like &#8220;Donate Today!&#8221; or &#8220;24 Hours to Make a Difference.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Giving Tuesday is also all about making an impact, so emphasize the user\u2019s potential impact by highlighting what a donation can achieve. For example, you might state that $50 feeds a family of four for a week.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"color: #434343;\">4. Leverage ad extensions<\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Ad extensions, also called ad assets, can make your Google Ads even more valuable. <a href=\"https:\/\/nonprofitssource.com\/google-ad-grants\/\">Nonprofits Source<\/a> explains, \u201cBy using them strategically, your ads can claim more real estate on search engine results pages and provide more opportunities for users to engage with your content.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s a quick rundown of some of the most popular ad extensions:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Sitelink assets:<\/strong> Append links to additional web pages that provide users with more opportunities to engage with your organization beyond your Giving Tuesday fundraiser. For example, you might encourage them to volunteer or explore one of your programs.<\/li>\n\n\n\n<li><strong>Callout extensions:<\/strong> Add short bullet point phrases that emphasize key information and highlight your nonprofit\u2019s unique characteristics, such as \u201cAward-Winning\u201d or \u201cServing Families Since 1997.\u201d<\/li>\n\n\n\n<li><strong>Call assets: <\/strong>Add a button that allows mobile users to instantly call your organization to learn more.<\/li>\n\n\n\n<li><strong>Location extensions:<\/strong> By showing your nonprofit&#8217;s physical address, this extension can help local supporters find your office, an event location, or a physical facility.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">There are plenty of others you can choose from, but these are great ones to consider when getting started. With ad extensions, you\u2019ll create enticing ads that enable you to cultivate relationships beyond Giving Tuesday.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Know that leveraging ad assets may require some extra help from an expert consultant since this is a more advanced strategy, though.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"color: #434343;\">5. Schedule your ads<\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Timing is everything, especially when it comes to Giving Tuesday. While you might not want to run your Giving Tuesday ads right now, you can schedule your ads for later. In fact, ad scheduling can help you maximize your budget and reach the largest audience possible.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To get your timing right and boost results, here\u2019s what we recommend:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Ramp up the day before.<\/strong> Increase your ad exposure a few days before Giving Tuesday to build awareness.<\/li>\n\n\n\n<li><strong>Schedule your ads for peak hours.<\/strong> Schedule your ads to appear during times when your audience is most active online.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Thinking about factors like timing can help you <a href=\"https:\/\/gettingattention.org\/google-ad-grants\/\">make the most of Google Ad Grants<\/a>. When it comes to Giving Tuesday, you have a limited window of opportunity to capture supporters\u2019 attention. If your ads aren&#8217;t running at the right times, you&#8217;ll miss out on potential contributions.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"color: #000000;\">Cultivating Relationships Beyond Giving Tuesday<\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">By getting creative with your Google Ads, you can supercharge your Giving Tuesday campaign. However, you\u2019ll do more than drive one-time donations if you do it right; you\u2019ll foster ongoing engagement.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"color: #000000;\">No matter how people support your nonprofit this year, retain your Giving Tuesday supporters by <\/span><span style=\"font-size: 16px;\"><a href=\"https:\/\/blog.goldenvolunteer.com\/how-to-communicate-volunteer-appreciation-and-why-it-matters\">thanking them for their generosity<\/a><\/span><span style=\"color: #000000;\"><span style=\"font-size: 16px;\">.<\/span> It doesn\u2019t matter if they donated, registered to volunteer, or signed up for an event. Their support can make a world of difference in your cause. Show them you\u2019re paying attention, and you\u2019ll make this the best Giving Tuesday yet!<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Giving Tuesday is the most generous day of the year. This year, raise more and make your nonprofit\u2019s fundraising campaign stand out with the Google Ad Grant<\/p>\n","protected":false},"author":2,"featured_media":718,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_custom_author":"798","footnotes":""},"categories":[25],"tags":[],"class_list":["post-420","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How To Use Google Ad Grants To Unlock Giving Tuesday Success<\/title>\n<meta name=\"description\" content=\"Maximize your Giving Tuesday campaign with Google Ad Grants. Drive donations, boost visibility, and make your nonprofit stand out for free.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/goldenvolunteer.com\/blog\/how-to-use-google-ad-grants-to-unlock-giving-tuesday-success\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How To Use Google Ad Grants To Unlock Giving Tuesday Success\" \/>\n<meta property=\"og:description\" content=\"Maximize your Giving Tuesday campaign with Google Ad Grants. Drive donations, boost visibility, and make your nonprofit stand out for free.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/goldenvolunteer.com\/blog\/how-to-use-google-ad-grants-to-unlock-giving-tuesday-success\/\" \/>\n<meta property=\"og:site_name\" content=\"Golden\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/goldenvolunteerapp\" \/>\n<meta property=\"article:published_time\" content=\"2023-10-05T15:14:16+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-03-17T18:33:01+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/goldenvolunteer.com\/wp-content\/uploads\/2025\/05\/pexels-firmbee-com-22729701-6963740-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1707\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Jessica King\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jessica King\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/goldenvolunteer.com\\\/blog\\\/how-to-use-google-ad-grants-to-unlock-giving-tuesday-success\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/goldenvolunteer.com\\\/blog\\\/how-to-use-google-ad-grants-to-unlock-giving-tuesday-success\\\/\"},\"author\":{\"name\":\"Boris Hrncic\",\"@id\":\"https:\\\/\\\/goldenvolunteer.com\\\/#\\\/schema\\\/person\\\/096b57ef6bcd94fc0f882c4357435af9\"},\"headline\":\"How To Use Google Ad Grants To Unlock Giving Tuesday Success\",\"datePublished\":\"2023-10-05T15:14:16+00:00\",\"dateModified\":\"2026-03-17T18:33:01+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/goldenvolunteer.com\\\/blog\\\/how-to-use-google-ad-grants-to-unlock-giving-tuesday-success\\\/\"},\"wordCount\":1538,\"publisher\":{\"@id\":\"https:\\\/\\\/goldenvolunteer.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/goldenvolunteer.com\\\/blog\\\/how-to-use-google-ad-grants-to-unlock-giving-tuesday-success\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/goldenvolunteer.com\\\/wp-content\\\/uploads\\\/2025\\\/05\\\/pexels-firmbee-com-22729701-6963740-scaled.webp\",\"articleSection\":[\"Marketing\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/goldenvolunteer.com\\\/blog\\\/how-to-use-google-ad-grants-to-unlock-giving-tuesday-success\\\/\",\"url\":\"https:\\\/\\\/goldenvolunteer.com\\\/blog\\\/how-to-use-google-ad-grants-to-unlock-giving-tuesday-success\\\/\",\"name\":\"How To Use Google Ad Grants To Unlock Giving Tuesday Success\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/goldenvolunteer.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/goldenvolunteer.com\\\/blog\\\/how-to-use-google-ad-grants-to-unlock-giving-tuesday-success\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/goldenvolunteer.com\\\/blog\\\/how-to-use-google-ad-grants-to-unlock-giving-tuesday-success\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/goldenvolunteer.com\\\/wp-content\\\/uploads\\\/2025\\\/05\\\/pexels-firmbee-com-22729701-6963740-scaled.webp\",\"datePublished\":\"2023-10-05T15:14:16+00:00\",\"dateModified\":\"2026-03-17T18:33:01+00:00\",\"description\":\"Maximize your Giving Tuesday campaign with Google Ad Grants. 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