Digital Marketing For Charities Series: Getting Started With Google For Nonprofits

In the current economic climate, charities need to make the most of all the tools available to them. Google For Nonprofits is a fantastic program that provides access to various Google products and services for free. This can help you reach more people, have a bigger impact and stretch your marketing budget.

This is an essential addition to any marketing mix for charities and one we encourage all our clients to have set up.

Who Is Eligible For Google For Nonprofits ?

To join Google For Nonprofits, charities need to meet certain requirements. In the UK, this means being a registered charity with one of the national bodies e.g. Charity Commission. Signing up is easy, and Google provides a clear guide to help with the process. Once accepted, charities can access a range of useful tools and resources.

What is included with Google For Nonprofits?

1. Google Ads Grants:

For me, Google Ad Grants is the standout feature of Google For Nonprofits. If you use nothing else make sure you sign up for this. Eligible charities get up to ~£8,000 each month in free advertising credits. This helps you reach new supporters through targeted ads on Google. You can use Google Ad Grants to:

• Increase fundraising

• Boost staff recruitment

• Improve volunteer engagement

• Increase awareness of, and access to any key resources you have on your site

There is a separate application step to go through but this is relatively straightforward and well worth the effort.

ARC offers digital marketing training and support for charities looking to get started with Google Ad Grants. We help troubleshoot any start up issues and optimise your account once it is up and running. Contact us if you would like to take advantage of our free consultation.

2. YouTube Nonprofit Program:

Charities can create a custom YouTube channel for free through this program. They can use it to share videos and stories, reaching a wider audience and inspiring action. YouTube is the second largest search engine in its own right and has 122 million daily users.

The vertical video format is fantastic for engagement, charities can use this to make sure their message reaches new audiences.

Video content on YouTube can also be incorporated into a wider SEO strategy for your charity or used on your Google Business Profile as part of your local SEO activity

3. G Suite for Nonprofits:

This includes tools like Gmail, Google Drive, and Google Docs, which are all free for eligible charities. These tools help teams work together better, communicate easily, and focus more on their main goals.

4. Google Maps APIs:

This allows charities to integrate maps into their websites and promotions, making it easier for supporters to find events and get involved.

5. Google Cloud Platform:

This offers various tech tools, from data analysis to storage. Google Cloud Platform helps charities use technology to innovate and achieve their goals.

Google for Nonprofits Success Stories

Many UK charities have already benefited from Google For Nonprofits. For instance, we have been working with St Clare Hospice to use Google Ad Grants to increase recruitment for key positions. This has resulted in an increased number of applications for specialised healthcare positions.

In Summary

Google For Nonprofits is a fantastic opportunity for UK charities to boost their online presence and make a bigger impact. By using these tools, charities can reach more people, connect with supporters, and achieve their mission.

If you're eligible, it's worth signing up to unlock Google's offerings for nonprofits. Contact us today to find out how

Tom Pratt has over two decades of digital marketing experience. He is a Google-certified marketing expert whoworks with charities and non-profits to help them get more from their websites. To book a FREE consultancy call for your organisation contact us here

Why Is On-Page Optimisation Important?

Getting found online is crucial for charities to spread awareness of their cause and drive donations. Optimising the on-page elements of your site ensures your content is set up in the best way to allow search engines to understand each page. Doing this increases your chance of appearing for relevant terms. This in turn helps potential donors and supporters discover your site. With a well-optimised site, you can cost-effectively reach more of your target audience online.

Maximising Search Optimisation for Charity Marketers: A Complete Checklist

1. URL Optimisation
   Make your website URLs short, use all lowercase letters, and include words that describe what the specific page is about. This makes it easier for visitors and search engines to understand the page content from the URL.

2. Define Target Audiences

   Think about who you want to reach with each page - donors, volunteers, beneficiaries. Tailoring the content to a specific audience keeps it focussed and makes it more relevant and impactful.

3. Understand What Visitors Want

   Put yourself in your audience's shoes. What are they hoping to get from this page? Make sure your content answers their questions or fulfills their need.

4. Be Clear On The Page Topic

   Each page should focus on addressing one main issue, problem or topic related to your cause. Covering too many things can make it difficult for search engines to understand the core purpose.

5. Choose Target Keywords

   Identify the most relevant and popular search terms people use when looking for information related to the topic of each page.

6. Naturally Use Target Keywords

   Incorporate the main keywords you've identified in a natural, readable way that fits the context of what you're discussing.

7. Optimise Title Tags

   The title tag is the main page title that shows up in search results. Keep it under 60 characters and include the most important keyword for that page.

8. Write Compelling Meta Descriptions

   The meta description is the short preview snippet in search results. Make it compelling with a call-to-action in under 160 characters.

9. Make Use Of Headings

   Use headings with H1 tags for the main title, H2 for section titles, H3 for sub-sections, etc. This makes for a logical structure that's easy for visitors and search engines to follow.

10. Summarise Content in Introduction

    The first paragraph or two should briefly cover the key points using the main page keyword so both users and search engines can quickly understand the core content.

11. Ensure Quality, Trustworthy Content

    Your content should be expert-level, factual, unbiased and trustworthy. Follow Gooogle's E-E-A-T guidelines to provide the best experience for readers.

12. Check Reading Level

    Write your content at a level understood by your target audience without being either too basic or complex.

13. Add a Table of Contents

    A table of contents with links to different sections makes longer pages easier to navigate and scan.

14. Optimise Images

    Properly size, name and add alt text descriptions to all images on the page so they are accessible and web-friendly.

15. Include Valuable Extras

    Add downloadable files, videos, infographics or other multimedia content to provide additional value.

16. Use Internal Linking

    Clear internal linking allows visitors to easily find related information. Link to other relevant pages on your site where appropriate to help search engines understand your content structure.

17. Reference External Resources

    Citing your sources is best practice. Linking to other authoritative third-party content lends credibility to your page.

18. Use Schema Markup

    Adding schema markup gives search engines additional context about your page content to potentially enhance how it's displayed.

19. Add Analytics Tracking
    Integrate analytics software to monitor important metrics like traffic, engagement and conversions. This helps recognise the value provided by each page and optimise it further in the future.

20. Check Indexing and Sitemaps
    Ensure there are no accidental "no-index" tags and that your XML sitemap is working properly so search engines can fully crawl and index your site.

By following this checklist, charity marketing teams can refine their on-page SEO and give their websites the best chance to get found by the right audiences through organic search.

Click on the button below to download the checklist

Tom Pratt has over two decades of digital marketing experience. He works with charities and non-profits to help them get more from their websites. To book a FREE consultancy call for your organisation contact us here

Contents:

• Introduction

• Things to do before looking for a trustee opportunity

• How to find trustee opportunities

• How to conduct due diligence before becoming a charity trustee

• Common barriers to becoming a trustee

• Benefits of being a charity trustee

• Conclusion

• Charity trustee resources & links

Introduction

I recently became a trustee for Yorkshire Dales Millennium Trust and love it! My experience left me wondering why I hadn't done it earlier and thinking about what had held me back.

I have found becoming a charity trustee a great way to make a positive impact. It has pushed me out of my comfort zone (in a good way) and helped me expand my skills.

In the UK, where the charitable sector plays a vital role, serving as a trustee can offer many benefits.

In this blog post, we will explore the benefits of being a charity trustee in the UK. I have tried to list the resources and steps you can take to get a trustee at an organisation which is great for you. I will cover:

• practical guidance on how to get involved as a trustee

• how to find trustee opportunities

• how I conducted due diligence on the organisations I looked at

• common barriers to becoming a trustee

Things to do before looking for a trustee opportunity:

1. Identify your passions and skills:
   Reflect on causes that inspire you and the skills you can bring to a charitable organisation. Understanding your motivations and strengths will help you find a suitable trustee role.

2. Be clear about the time you want to commit:
   Work out how much time you are able to commit to being a trustee. Also, work out when you will be able to contribute this time e.g. evenings, weekends.
   If you are in full-time employment check to see if your employer offers support for people who want to volunteer their time

3. Networking:
   Build your network and let people know you are looking for an opportunity:
   - engage with local community groups
   - attend events
   - connect with professionals already involved in the charitable sector
   - sign up to email newsletters for organisations you'd like to support
   - follow these organisations and any experts/influencers on their socials
   - share and comment on this content where appropriate

   Networking can provide valuable insights and connections to trustee opportunities.

How to find trustee opportunities:

1. Online platforms:
   Use dedicated websites such as:
   - Reach Volunteering (reachvolunteering.org.uk)
   - CharityJob (charityjob.co.uk)
   - TrusteeWorks (trustees-unlimited.co.uk)

2. Professional networks:
   Engage with professional organisations or industry-specific networks. They may have trustee opportunities or be aware of relevant vacancies.

3. Local networks:
   Stay informed about local events and initiatives through:
   - community notice boards
   - local newspapers & social media groups. These sources often highlight trustee vacancies within local charities
   - local volunteering

How to conduct due diligence before becoming a charity trustee:

1. Research the charity:
   Visit the Charity Commission for England and Wales (charitycommission.gov.uk) or the Office of the Scottish Charity Regulator (oscr.org.uk) to verify the organisation's charitable status. You can access key information such as financial reports and governing documents.

2. Assess governance and transparency:
   Examine the charity's constitution, annual reports, and accounts. This will help you evaluate their governance structure, financial health, and accountability mechanisms.

3. Meet key stakeholders:
   Engage with the organisation's existing trustees, staff, and volunteers. This will help you get first-hand insights into their experiences and the charity's operations.

Common barriers to becoming a trustee:

1. Time commitment:
   Being a trustee requires time and dedication. This can pose a challenge for individuals with existing professional or personal commitments. Assess your availability and ensure you can commit to the responsibilities.

2. Skills gap:
   Some individuals may feel hesitant due to perceived gaps in their skills or lack of prior trustee experience. However, charities often seek diverse skills, and many provide training and support to trustees. If you have gone through the prep listed above, you will already be clear about the skills and expertise you can offer

3. Risk and liability concerns: Trustees have legal and financial responsibilities. Educate yourself about your duties and seek professional advice if necessary to mitigate concerns. This pdf from NCVO has a great summary of the risks and liabilities involved.

Benefits of being a charity trustee:

1. Making a difference:
   Trustees play a pivotal role in shaping a charity's strategy, ensuring its values are upheld, and driving positive social change.

2. Personal development:
   Being a trustee offers opportunities for personal growth, including enhancing leadership, communication, and decision-making skills.

3. Expanding networks:
   Engaging with other trustees, staff, and volunteers fosters new connections and expands your professional network.

4. Learning opportunities:
   Trustees gain insights into various aspects of running a charitable organisation, including finance, governance, and fundraising.

5. Building a diverse skill set:
   Serving as a trustee allows you to contribute your expertise while also acquiring new skills through training and exposure to different areas of nonprofit management.

Conclusion:

Serving as a charity trustee offers numerous benefits that extend beyond making a positive impact on society. I have found it one of the most rewarding experiences I have had. It has helped me with my “day job” providing digital marketing support for charities.

By following the suggested steps to get involved, finding opportunities, conducting due diligence, and overcoming common barriers, I hope individuals can embark on a rewarding journey as trustees.

The experience provides personal growth, networking opportunities, and the chance to contribute to causes that matter, ultimately shaping a brighter future for communities in need.

If you have any questions or would like a quick chat please feel free to contact me about becoming a trustee.

Charity trustee resources & links:

1. Reach Volunteering

2. CharityJob

3. Trustees Unlimited

4. Charity Commission for England and Wales

5. Office of the Scottish Charity Regulator

6. National Council For Voluntary Organisations