Getting the grant and keeping it
Eligibility is one step; holding onto it is another. Minimum click-through rate, required structure, content rules: a neglected account loses its $10,000 a month.
Industry · Nonprofits & Associations
Google Ads & Ad Grants for nonprofits
Your nonprofit is probably entitled to $10,000 in free Google advertising every month through Google Ad Grants. Most don't know it, or only use a fraction of it.
- 20 minutes
- No strings attached
- Reply within 24h
Google PartnerSuperMalter (top 10%)61 five-star reviews on Malt and LinkedIn100+ clients
Nonprofits, In Numbers
The calendar of donations and volunteering on Google, month by month.
The Google Search Calendar
Index 100 = the most searched month of each line. Searches in the United Kingdom, in English, from September 2025 to August 2026.
- Donations
- Volunteering
Most searched month: donations in March, volunteering in September. Donations: March brings 2.5 times the searches of July.
Source: Google Ads Keyword Planner, monthly search volumes in the United Kingdom, in English, from September 2025 to August 2026, retrieved on 1 October 2026 from Théo Maupilé's Google Ads account. Searches measured: “donate to charity”, “charity donation”, “online donation”, “volunteering”, “volunteer opportunities” and “become a volunteer”. Method: each line adds up its searches, then takes the value 100 in its highest month. Google rounds the volumes it returns: the line shows the rhythm of demand, not an exact volume.
See the chart data
| Month | Donations | Volunteering |
|---|---|---|
| September 2025 | 71 | 100 |
| October 2025 | 63 | 83 |
| November 2025 | 55 | 83 |
| December 2025 | 56 | 67 |
| January 2026 | 64 | 83 |
| February 2026 | 54 | 68 |
| March 2026 | 100 | 83 |
| April 2026 | 48 | 68 |
| May 2026 | 48 | 82 |
| June 2026 | 45 | 83 |
| July 2026 | 41 | 68 |
| August 2026 | 44 | 82 |
Google Ad Grants for nonprofits
I'm Theo, a freelance Paid Media specialist, with 100+ clients supported on Google Ads & Meta Ads. Ad Grants is demanding Google Ads Search, my daily ground: a clean structure, queries aligned with the mission, and quality rules respected to keep the grant month after month. I work directly, no middleman.
The 3 fronts of nonprofit Paid Media
Spending it well
Running ads, sure, but toward what? Donations, volunteers, awareness: every campaign should serve a goal of the mission, and be measured as such.
December isn't enough
Generosity peaks at year-end, but awareness is built all year long. The December fundraising drive is prepared as early as autumn.
The method, applied to your mission
- 1
Eligibility + activation
Status check, validation, opening the Ad Grants account by the rules.
- 2
Mission-aligned structure
Campaigns by goal: raise awareness, recruit volunteers, collect donations.
- 3
Quality rules held
The account meets the program's requirements to keep the grant over time.
- 4
Add-ons if needed
A standard paid account can complement Ad Grants (the two stack) for key moments like year-end.
Start with your numbers (free tools)
Ideal CPA calculator →
The maximum cost per donation or per contact your fundraising can afford.
Target ROAS calculator →
The profitability of your fundraising based on your average donation.
Cost per lead calculator →
Your cost per donor contact, and per donation actually received.
Customer lifetime value calculator →
What a recurring donor represents over time, not on a single gift.
Frequently asked questions from nonprofits
Is my nonprofit eligible for Ad Grants?
If it's a registered nonprofit (association, foundation, endowment fund), with a functional and non-commercial website, very likely yes. Validation goes through TechSoup: we check that together in a few minutes on the first call.
Can you really spend the $10,000 every month?
Rarely at 100%: bids are capped and the rules limit reach. But the gap between a dormant account and a well-structured one adds up to thousands of euros of visibility a month, for free.
Do Ad Grants and a paid account stack?
Yes. Ad Grants covers mission-related search; a paid account can take over where the grant caps out, typically for year-end fundraising or remarketing.
How do you work with a nonprofit?
Like with any organization: an honest scoping call at the start, a clear scope, and execution adapted to a nonprofit's resources and way of working.
Other industries served
Your business is not on the list? The working method stays the same, only the levers change.
What Happens After You Click
- 1
7 Questions
A short form: your website, your budget, your goal. Two minutes is all it takes.
- 2
A 20-Min Call
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.
- 3
Your Access And My Onboarding
You give me access to your accounts, and I send you my onboarding document to go into the detail of your business, your market and your positioning.
- 4
Building Your Strategy
We start building your strategy from everything you have shared with me.
- 5
Our Day-To-Day Communication
I adapt to your team's tools: Slack, Microsoft Teams, Gmail or Google Chat for the roadmap and project follow-up. WhatsApp is kept for urgent requests.
- Slack
- Microsoft Teams
- Gmail
- Google Chat
Want to talk about your mission?
We check your Ad Grants eligibility and what your cause can really get out of it. You leave with a first plan, even if we don't end up working together.
Grow My Nonprofit- 20 minutes
- No strings attached
- Reply within 24h
Google PartnerSuperMalter (top 10%)61 five-star reviews on Malt and LinkedIn100+ clients
