Free Tools to Maximize the Success of Your Paid Media Campaigns

Paid media can be an incredibly effective way for nonprofit organizations to raise awareness about their missions, and attract donors and volunteers. However, managing successful paid advertising campaigns with the tight budgets and limited resources many organizations struggle with can be challenging. 

Fortunately, there are several platforms with programs that offer exclusive resources to nonprofit organizations to help them further their mission.

Google Ad Grants

The world’s most well-known search engine is one of the most widely used advertising platforms. The Google Ad Grants program provides eligible organizations up to $10,000 per month in free advertising on Google Search. 

Setting up a campaign using Google Ad Grant funds is the same as creating any other Google Ad Search campaign. Through your account, you’ll have access to useful tools that can help you create targeted keyword lists, compose engaging ad copy, and set up tracking to measure conversions. This program has proven to be a crucial tool in helping organizations increase their brand awareness, website traffic and onsite conversions.

While incredibly valuable, it's important to note that the program has some limitations, such as a maximum cost-per-click bid and restrictions on certain types of ads.

To be eligible for the grant, your organization must be registered as a charitable organization in your country, have a website, and comply with Google's advertising policies. Once these eligibility requirements are met, you can apply for the Google Ad Grant by completing an application form and submitting it for review. 

Ad Grant Programs to Watch

Other popular advertising platforms have tested similar ad grant programs. Unfortunately, most have been retired or are not actively accepting new applicants for their programs. LinkedIn and Microsoft currently offer to notify interested organizations if and when their programs resume.

LinkedIn Ad Grants

For eligible organizations already enrolled in the program, LinkedIn Ad Grants provide free advertising to nonprofits that focus on select causes. While the ad grant program is currently closed to new advertisers, the platform does offer recruitment support to nonprofit organizations to assist with their talent search.

Microsoft’s Ads for Social Impact

Microsoft Ads, formerly known as Bing, has been conducting its own pilot program to offer nonprofit organizations pro bono advertising. Nonprofits currently enrolled in the Ads for Social Impact program receive a monthly grant to spend on Microsoft’s owned and operated advertising channels, including Bing, Yahoo, AOL, Outlook, MSN and Microsoft Edge.

Nonprofit Partnership Programs

While not all platforms offer free advertising, many offer exclusive features, training and account support to help nonprofit organizations run successful ad campaigns.

YouTube Nonprofit Program

The YouTube Nonprofit Program provides resources and support to help nonprofits create compelling video content and connect with their audience. This includes access to workshops, online resources and a dedicated support team. Eligible nonprofits can also use the YouTube Giving feature that allows organizations to accept donations directly from their videos.

TikTok for Good

TikTok for Good supports and promotes charitable causes and nonprofit organizations. Through this program, nonprofits can receive expert support and guidance to successfully manage their campaigns. TikTok also offers training and resources to help organizations create engaging content. 

Twitter for Good

Editor's Note: As of August 2023, Twitter for Good no longer appears on the website for Twitter, which is now known as X.

Through its Twitter for Good program, the Twitter platform collaborates with nonprofit organizations to help them create engaging ads to reach new audiences and raise awareness for their causes. This program also offers training and guidance to help nonprofits maximize the impact of their campaigns and measure success. The Ads for Good portion of the program occasionally offers pro bono advertising credits to active advertisers. 

Meta Social Impact Partnership

Meta has developed a suite of tools to help nonprofits raise awareness, engage supporters and fundraise. Their Social Impact initiatives include a feature to give nonprofit organizations opportunities to collect donations directly on Facebook and Instagram through their pages and paid media campaigns.

Changing the world is hard work. Luckily, some of the biggest platforms for paid media advertising want to help. That’s why so many offer programs, tools, training and resources to help organizations promote their cause, engage with supporters and raise funds.

The preceding blog was provided by an individual unaffiliated with NonProfit PRO. The views expressed within do not directly reflect the thoughts or opinions of NonProfit PRO.