Is Your Grant Strategy Working?
Ain’t free money grand?! But then you need to decide how to spend it… Google is an inescapable, and largely positive, force for non-profits, but the Google Grant is a special beast. Historically non-profits have used the grant for traffic generation and the quality of said traffic was an after-thought—after all, we have to spend it all or they’ll take it away!
As of January 2018, the resources to effectively manage your Grant became even more taxed than before—the days of ‘set it and forget it’ are gone forever. 5%+ click-thru rates don’t happen automatically and most non-profits will benefit from Further’s strategic campaign setup, cross-management with paid search for the optimal outcomes, keyword research, and conversion optimization expertise. It’s time to stop using the Grant as an after-thought or as your sole means of directed search.
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Thanks to Further's strong culture of testing and iteration, we are able to get better performing creative concepts out the door that leads to the strongest results we've ever seen.
Jorge Taveras
Senior Manager of Digital Fundraising
Greenpeace USA
After working with Further for many years and then testing a new agency for year, we returned to Further and revenue reached an all-time high. Further is instrumental in propelling our organization forward and shows exceptional collaboration with our other partners, ensuring synchronization across various channels.
Ted Silvester
VP Marketing & Development
Marine Toys for Tots Foundation
As the search landscape has grown increasingly competitive, Further has kept NKH ahead of the curve and we raise millions of dollars annually on search alone.
Anne Bell-Fysh
Associate Director, Digital Fundraising
No Kid Hungry
Further manages our digital display ads, paid Facebook advertising, and search/Grant. Together, our efforts have allowed CRS to grow digital revenue by double-digits every year.
Laura Durington
Senior Manager of Digital Giving
Catholic Relief Services
I can’t say enough about how much we have enjoyed the partnership with Further – bringing them on to work with us has been refreshing to say the least!
Heather Moses
Senior Digital Marketing Manager
ChildFund
Through their advanced attribution models, Further was able to prove the value of additional investments in CTV. This breakthrough resulted in a much broader acquisition reach and of course more total revenue.
Anne Bell-Fysh
Associate Director Digital Fundraising
No Kid Hungry
Related Position Paper
What are Google’s Plans for the Grant?
There have been lots of changes to the Grant program over the years and they aren’t always communicated in advance. What impact have these changes had for how the Grant is used, and what other changes may lie ahead? We’re happy to share our thoughts and perspective.
Related Case Study
Paid Search & Google Grant
With all of Google’s restrictions on Grant usage, are you wondering how to best utilize it in today’s world? Let us show you…