Transform Your Fundraising Strategy With Us

Fundraising lies at the very heart of each nonprofit’s mission, and in today’s dynamic landscape, mastering effective strategies is more crucial than ever. Whether you’re a seasoned fundraiser or just starting out, this webinar promises to equip you with invaluable knowledge and tools to elevate your fundraising efforts and achieve meaningful impact.

1. Fundraising Webinar Strategy, Tips, Timing, Case study Presented by: Peter Sima , Founder of AboveX Digital

2. How to use Ad Grants in fundraising Fundraising strategy Timing Evaluation Tips for maximizing the ROI Case study Content www.abovexdigital.com

3. Peter Sima Founder & Consultant @ AboveX Digital Google Partners Certified Trainer for Nonprofits 14+ Years SEM Experience Managing Ad Grants accounts since 2013 Worked at an Agency, Corporation & SMB commercial client – LinkedIn nonprofit client – Score.org www.abovexdigital.com

4. Q&A How many % of annual giving happens in December? How many % of annual giving happens on the last 3 days of they year? What is the top day for fundraising (highest raised amount)? Do you run dedicated fundraising campaigns? www.abovexdigital.com

5. Q&A www.abovexdigital.com 31% Of Annual Giving in December 12% Of All Giving in last 3 days Of the Year $ 511 Mil. Donated on Giving Tuesday

6. Ad Grants In Fundraising Pros, Cons, Limitations

7. Google Ad Grants About The Program Grant program offered by Google For nonprofit organizations in 50+ countries Google Ads media credit of 10.000 USD (40.000 USD) per month Google Search campaigns only Compliance requirements History Progr am launched in 200 3 in the US Over 15k active Ad Grantees Stricter requirements since 2018 Introduction www.abovexdigital.com

8. What To Use It For ? Fundraising E-commerce (limitations apply) Your brand Your programs Online resources Volunteering Events What i s allowed to promote via Ad Grants Brands not owned by you Generic and single-word keywords Content on 3 rd party domains Display and video campaigns Strictly commercial advertising Yes N o www.abovexdigital.com

9. Google Ad Grants Ad Format www.abovexdigital.com

10. Google Ad Grants Pros No need to pay the advertising budget Source of new visits and conversions Stable source of traffic Space for experimenting Space for learning Opportunity to save financial resources Cons Ad Grants ≠ Commercial Google Ads Limited ad formats Program requirements Limited functionality Limited competitiveness www.abovexdigital.com

11. Google Ad Grants Great program but not sufficient for a successful fundraising campaign Ad auction more crowded every year Nonprofits use commercial accounts Retargeting not available Interactive formats not available www.abovexdigital.com

12. Google Ad Grants www.abovexdigital.com

13. Fundraising Strategy Channels, Tips

14. Checklist How to get ready www.abovexdigital.com 6. Configure analytics 7. Launch 8. Evaluate & optimize 1. Get approved 2. Prepare strategy 4. Create content / LPs 5. Prepare campaign assets

15. Conversion stages www.abovexdigital.com 1. Education, interaction a. Goal: Long website engagement b. Keywords: “wildlife galapagos ” 2. Obtaining information, generating leads a. Goal: Newsletter subscription b. Keywords: “ galapagos environmental nonprofit” 3. Conversion with a financial value a. Goal: Online event registration b. Keywords: “ galapagos conservancy org”

16. Ad Grants Strategy www.abovexdigital.com

17. Creatives www.abovexdigital.com Tax Aspect Event-based Retargeting

18. Performance www.abovexdigital.com Thanksgiving Giving Tuesday Christmas New Year

19. Comparison Ad Grants vs. Commercial Google Ads www.abovexdigital.com Ad Grants Commercial Google Ads

20. Sample Strategy 1. Objectives, KPIs www.abovexdigital.com • Primary KPI: Conversions (donation conversion tracked in GA) • Secondary KPI: Number of website visits • Tertiary KPI: Behavioral KPIs (no. of pages viewed, average visit duration, bounce rate)

21. Sample Strategy 2. Target Groups www.abovexdigital.com 1. Monetary donors - primarily people interested in Galapagos, supporting eco projects, tax-deductible donations 2. Animal lovers - primarily people interested in the protection of endangered species, pet lovers, people interested in animal adoption 3. Gift shoppers - primarily people interested in holiday shopping, gift purchases, gift tips

22. Sample Strategy 3. Budget www.abovexdigital.com 1. Media cost a. Commercial Google Search - $40.000 b. Commercial Google Display - Targeted at new users - $5000 c. Commercial Google Display - Retargeting - $5.000 2. Management cost a. One-time campaign setup (all channels) – 30-35 hours b. Monthly campaign optimization and reporting (all channels) – 15-20 hours c. One-time web analytics setup and testing (Google Analytics + Facebook) – 10-15 hours

23. Sample Strategy 4. Marketing Channels www.abovexdigital.com 1. Google Ad Grants Campaigns optimized to maximize the click and conversion volume 2. Commercial Google Display Campaign + Remarketing campaign Banner and retargeting campaigns not included in Ad Grants account Segmented marketing audiences based on pages visited as well as on engagement 3. Commercial Google Search Campaign Ad Grants account isn’t powerful enough to get significant traction on competitive donation keywords Use the grant account to go after less competitive keywords and commercial campaigns will be only used to target selected keywords with high conversion potential

24. Sample Strategy 5. Tasks www.abovexdigital.com 1. Approve the strategy proposal 2. Approve access to commercial Google Ads account 3. Create retargeting audiences 4. Prepare creative assets 5. Update / launch new landing pages 6. Configure & test conversion tracking (Google Analytics) 7. Prepare new ads 8. Set up new campaigns 9. Prepare new performance reports 10. Launch campaigns and continuously optimize them 11. Send monthly performance reports and discuss ongoing campaign changes

25. Tips Maximize the campaign performance www.abovexdigital.com Prepare early (October at latest) Create & upload all ads ahead of campaign start Prepare retargeting audiences ahead of campaign start Create themed landing pages Test multiple creatives Configure value tracking Use also commercial Google Ads + social media campaigns Monitor campaign performance & optimize frequently

26. Tips Outside of Google Ads www.abovexdigital.com Set Clear and Measurable Goals Segment Your Donor List Leverage GivingTuesday Streamline Your Donation Process Maximize Social Media Get Your Community Involved Maintain Ongoing Engagement

27. Case Study WaterAid America

28. Case Study WaterAid - Balancing Ad Grants & paid Google Ads to maximize fundraising ROI About WaterAid is an international non-profit organization that brings clean water, sanitation, and hygiene to places where these things aren’t a normal part of daily life. WaterAid brings these basic commodities to people who wouldn’t be able to get them otherwise. www.abovexdigital.com

29. Case Study cont’d Tasks – Ad Grants Keep well-performing campaign elements in Expand well-performing campaign elements as much as possible Bring all campaigns to full compliance Add new campaigns targeted at relevant keywords not yet included in the account Configure conversion tracking Optimize campaigns to meet the marketing goals asap Configure commercial Google Ads campaigns www.abovexdigital.com

30. Case Study cont’d Tasks – Commercial Google Ads www.abovexdigital.com Move keywords with a low level of competitiveness from commercial account to grant account Add competitive keywords with proven conversion performance from grant account to commercial to improve our reach Configure value-based conversion tracking in the commercial account Create tiered retargeting audiences and used them in new retargeting campaigns Optimize bids, budgets, and targeting in existing campaigns to maximize fundraising ROI Create and tested new creatives in a number of variants

31. Case Study cont’d Campaign structure www.abovexdigital.com

32. Case Study cont’d Campaign structure www.abovexdigital.com Prospecting – Search + Display+ Video Focused Search Retargeting

33. Case Study cont’d Campaign creation – Search Ads www.abovexdigital.com

34. Case Study cont’d Campaign creation – Banner ads www.abovexdigital.com

35. Case Study cont’d Analytics setup www.abovexdigital.com

36. Case Study Results Results of a 2-month long fundraising campaign >2 mil. Ad impressions 42 k Website visits > $50k Tracked conversion value 140% ROI www.abovexdigital.com Campaign start

37. Case Study Results Key takeaways www.abovexdigital.com Early preparation and strategy understood by all vendors is key Use consistent conversion tracking across all channels Evaluate and optimize periodically Adjust campaigns to profit from key days Allocate a small portion of the budget to experiments Use Ad Grants to the highest possible extent

38. Get Help Let us help you

39. We work exclusively with nonprofits Fair pricing & no setup fee Free account audit & initial consultation No long-term commitment Professional, senior account management 100% visibility to everything we do at all times Everything we create together remains your property Close relationship with Google – access to new features & premium support Why Us www.abovexdigital.com

40. Questions?

41. Peter Sima [email protected] [phone] Thank you!