Nonprofit marketing on a real-world budget
Most small nonprofits don't need a marketing agency retainer. They need a website that makes it obvious what they do, why it matters and how to help, plus a few free tools used well. That's what I focus on.
Every nonprofit site serves three people
A visitor is usually one of these three. Each needs a different next step, and most nonprofit websites only serve one of them well.
The donor
Wants to know the money is used well. Needs a clear story, specific outcomes you can stand behind, and a donate button that takes seconds.
The volunteer
Wants to know what they'd do, when, and where. Needs real roles, time commitments and a short sign-up form.
The person you serve
Often the most important and most overlooked. Needs plain-language help, eligibility, hours, location and a phone number, on a phone, quickly.
Built so people can act in one tap
Your website is where donations, volunteer sign-ups and service requests actually happen. These are the parts I make sure are right.
What goes on it
- Mission in one sentence at the top, in plain words
- "Get help", "Volunteer" and "Donate" paths visible on every page
- Your existing donation platform linked or embedded, with no new fees from me
- Real photos of your work and people, with their permission
- Impact you can verify: meals served, families housed, hours given, from your own records
- Transparency info: your registration details and annual reports if you publish them
- Events and volunteer roles that are easy to keep updated
Google Ad Grants, explained simply
Google for Nonprofits includes Ad Grants: up to $10,000 per month in search ads shown on Google.com, for organizations that qualify. It's one of the most generous free marketing programs available, and one of the most under-used.
| What to know | In plain words |
|---|---|
| Who can apply | Organizations with valid charity status in their country (in the US, that generally means 501(c)(3)), registered with Google for Nonprofits |
| Who can't | Google lists government entities, hospitals and healthcare organizations, and schools or universities as not eligible for Google for Nonprofits |
| What you get | Up to $10,000 a month of search ads on Google.com. It doesn't roll over, and anything beyond it needs a paid account |
| What you need | A working website about your mission, and an account run to Google's Ad Grants policies, which include ongoing performance requirements |
Marketing that costs time, not money
- Claim your Google Business ProfileIf you have a location people visit, like a food bank, shelter or community center, your Google profile is how they find your hours and directions. Add photos, services and accurate hours. See Google Business Profile.
- One story a month, told wellA short video or photo story about one person, one volunteer or one project, with consent, beats daily generic posts. Phone clips can become short reels; see video reels.
- Thank donors properlyA quick, personal thank-you and an update on what their gift did makes the next donation much more likely than any ad.
- Make giving days countPick one or two campaigns a year with a clear goal and deadline. My Marketing campaign examples guide has ideas you can adapt.
What I'm a good fit for, and what I'm not
A good fit
- Small and local nonprofits with no website or an outdated one
- Organizations that need donate, volunteer and get-help paths fixed fast
- Teams who want one person to talk to, not an agency
Not a fit
- Large national campaigns needing a full creative and media team
- Donor database or CRM migrations
- Ongoing Google Ads or Ad Grants management
Five questions to ask about your current site
Open it on your phone and ask
- Can I tell what this organization does within five seconds?
- Can I donate in under a minute?
- Can a volunteer see real roles and dates?
- Can someone who needs help find hours, eligibility and a phone number?
- Is anything out of date: events, staff, phone numbers?
If the answer is no
Those are usually the first things I fix, before anything else. They cost nothing to keep up once they're right, and they make every other effort, from a giving day to Ad Grants, work better.
Nonprofit marketing questions
Do you offer a nonprofit discount?
My website price is already a fixed $397, which is far below typical agency rates. If you're a very small volunteer-run organization, message me and tell me about your work.
Is my nonprofit eligible for Google Ad Grants?
Organizations with valid charity status in their country can apply through Google for Nonprofits. Google lists government entities, hospitals and healthcare organizations, and schools or universities as ineligible. Check Google's eligibility page for the current rules in your country.
Can you add a donate button to our website?
Yes. I connect the donation platform you already use, or one you choose, so the money goes straight to you. I don't take a cut of donations.
Do nonprofits need a website if they have a Facebook page?
A website is where people check that you're real, find out how to help, and donate. Google also shows websites in search and in Ad Grants ads, which a Facebook page can't replace.
Do you manage our Google Ad Grants account?
No. I build the website and landing pages that Ad Grants traffic lands on. Managing the ads account itself is a separate specialist job.
Related pages
See it before you pay
Get a free preview of your new website first. Then decide.