146. How to Leverage Google Grants to Find New Donors - Chris Barlow
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Overview
Meet Chris. This marketer, entrepreneur and digital impact leader strongly believes honest business holds the power to create change for good. And he's channeling that notion into helping nonprofits leverage the incredible tool of Google Grants. We've all heard about it, but few of us know how to fully execute one well. Chris is breaking down the steps and throwing in some awesome tips on how to maximize search engines.
Today’s Guest
Chris Barlow, Founder, Beeline Marketing
“People go to Google with questions, they go to Google with problems, or maybe they go to Google for entertainment. Meet them where they are and provide value.”
Episode Transcript
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Episode Highlights
Chris’s journey and what got him here today (2:20)
How to acquire donors in the digital age: leveraging search engines, Google Ads, and Google Grants (4:00)
Google Grants: you got one, what do you do now? (12:00)
A powerful moment of philanthropy in Chris’s life (21:00)
Chris’s One Good Thing: “Our greatest fear as individuals or as a nonprofit organization, should not be of failure, but of succeeding at things in life that don't really matter.” (Matt Perman) (23:00)
Powerful quotes
“Take that put it into something digital, because it a requires the upfront effort of creating it, and then it's ready. And you can use it over and over again. And meet people where they're at.” -Chris
“People go to Google with questions, they go to Google with problems, or maybe they go to Google for entertainment. Meet them where they are and provide value.” -Chris
“Before you create a guide, before you create something that you advertise through an ad and get people to opt in, it's really important to to make sure and validate that that's something that people actually want.” -Chris
“With a social media ad, you're coming in and interrupting someone, they're they're doing their own thing. They're not looking for you at all, and you have to get their attention. With a Google ad, It's a lot more like a conversation.” -Chris
“When you're creating an ad, you write various headlines, right? Match what the person searched as closely as possible. It is like active listening. You want to restate what they said, show them you understand because people aren't like reading the Google results carefully.” -Chris
“Start with the content you have, and work your way out from there in terms of what you can target and what keywords to go after.” -Chris
“We have something to give everyone. Yes, we need money and volunteers. But we can we can approach every relationship with this core value and serve through that.” -Chris
“Understand that there's only so much you can do as a person in your life as an organization. And just say no to everything that's not the best thing, and be more effective than efficient.” -Chris
How to Leveraging Google Ads! Work Smarter not harder 🎉
1. Start with 3 Questions
What is our expertise?
What do our donors need?
Where do these two overlap?
2. Utilize keyword planners
What are people searching for?
3. Validate that the resource is something that people actually want.
Pro Tip: do a donor survey!
4. Create a free resource that provides value
Meet people where they are. If your free resource is answering a relevant questions being asked, your resource will provide value. You will then receive an email or connection to your organization.
5. Write various headlines
Match what individuals are searching as close as possible. You will catch their attention!
6. Explore sub-themes within keywords
7. Follow up
After they download your resource, send them to a landing page to receive their email, explore your website, or maybe even make a donation!
Connect with chris and beeline marketing
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Watch the full Family Reach story mentioned in the midroll below! 🎉
