What Are Google Ad Grants for Nonprofits?

Google Ad Grants is a program specifically designed for nonprofit organizations, offering a free membership that includes access to a monthly advertising budget on Google.com. The program provides nonprofits with up to $10,000 per month to invest in advertising, allowing you to appear in prominent positions on Google search results.

Understanding the Significance

1. Enhanced Visibility: A study by TechSoup reveals that 83% of nonprofits consider visibility as the most significant benefit of using Google Ad Grants. In a world where online visibility translates directly to outreach, the importance of being prominently displayed in search results cannot be overstated.

2. Increased Website Traffic: Google Ad Grants have the potential to drive substantial traffic to nonprofit websites. Research indicates that Google Ads account for 88.62% of the desktop search engine market share in North America in 2024. By leveraging Google Ad Grants, you can tap into this vast audience.

3. Cost-Effective Advertising: Google Ad Grants provide a monthly budget for nonprofits to use on AdWords advertising. An article by Classy mentions that this budget can be as much as $10,000 per month. For nonprofits often operating on tight budgets, this is a cost-effective way to boost your online presence.

Eligibility Criteria

Google Ad Grants are available to nonprofits that meet certain eligibility criteria. Organizations must hold valid charity status, have an active website with substantial content and agree to Google’s nondiscrimination and donation receipt policy.

Implementation Strategies

1. Keyword Research: Your nonprofit should conduct comprehensive keyword research to identify the terms most relevant to your mission. Google’s Keyword Planner is a valuable tool for this purpose.

2. Compelling Ad Copy: Crafting compelling ad copy is essential. According to Google, a well-crafted ad can significantly improve the chances of engagement.

3. Landing Page Optimization: To convert clicks into meaningful actions, optimize your landing pages. Google emphasizes the importance of relevance between ad content and landing page content.

4. Monitoring and Adjusting: Implementing Google Ad Grants is not a set-and-forget process. Continuous monitoring and adjustment of ad campaigns based on performance data are crucial to maximizing impact.

Realizing Success

Numerous nonprofits have harnessed the power of Google Ad Grants to advance their causes. And you should too. Organizations like Save the Children have seen a substantial increase in online donations and engagement due to strategically implemented Google Ads campaigns.

In conclusion, Google Ad Grants is a valuable resource for nonprofits aiming to navigate the digital landscape effectively. By understanding its significance and implementing thoughtful strategies, you can leverage this initiative to amplify your voice, reach a broader audience and drive meaningful action. And if you’re seeking assistance, we are available to support every aspect, from campaign creation and keyword research to compelling copywriting and more, ensuring that your nonprofit can make the most of your Google Ad Grants.

If you’re ready for a helping hand, get in touch with one of our experts.

Let’s get creative

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If you answered “no” to any of these questions, odds are your website isn’t helping your organization and may even be working against your mission.

Your website should be one of your nonprofit’s most helpful marketing and administrative tools. If it’s not, you’re only selling yourself short. Investing in a site that’s everything it should be might be the farthest leap you make all year.

Still on the fence about whether your site is up to snuff? Let’s talk about things a great nonprofit website should do.

1. It should represent your org. in the right light.

Other than your social media pages, your website is usually the first place potential supporters or grantors will go to learn about you.​​ An outdated or messy site is one of the fastest ways to damage your org.’s credibility and send visitors packing. On the flip side, an appealing, well-designed site conveys your trustworthiness and reliability.
Meanwhile, engaging design elements—like eye-grabbing visuals or a compelling short video embedded on your homepage—are also great for grabbing people’s attention and sending them further down the funnel, like to your donations page or blog.

2. It should be easy to update.

Unless you’re a computer person or have one on staff, keeping an older site current by adding new visuals, creating pages, inserting text, etc., can be difficult without knowledge of coding or web design. If that’s not high on the list of things you have time for, you’d be better off with a modern site with easy drag-and-drop, point-and-click features. These sites do all the work on the front end so that whoever’s in charge of your website doesn’t need to be a tech expert—it’s all plug-and-play.

Plus, with a plug-and-play site, you’ll no longer need to worry about mobile optimization. Your pages and content will automatically look good on handheld devices. With over 80% of modern web traffic happening on smartphones and tablets, staying functional on a small screen could be just what your site needs for a boost in traffic and clicks beyond your homepage.

3. It should be secure and supported.

Data security is a concern for organizations and donors alike. It’s important to choose a web provider that takes security seriously and who’ll roll out periodic updates to ensure your website’s functionality stays current. But apart from support behind the scenes, live customer support for you and your staff from a helpful expert—in case any questions or problems arise—is a must-have. Need help adding a video to your homepage? Someone should be there to show you how. Plenty of so-called “free” website builders advertise DYI like it’s an advantage—until you realize that making updates is complicated and help is hard to come by. You may even end up paying for functions you thought were free, but in reality, simply weren’t explained well.

4. It should make everything easier.

Is your current site making your life easier in tangible ways? Well, it should be. Any nonprofit website worth its silicon should have built-in, fully integrated features—aka, not third-party plugins you have to pay extra for (although they should be compatible with the ones you already have should you choose to keep them). These features should streamline things for you and your supporters. Things like:

• On-site donation processing with the ability to accept multiple payment types.
• Built-in event management so you can track attendance, send reminders or even handle guest meal preferences with online event registration.
• Email marketing tools with automation (for example, imagine creating an engaging welcome email that automatically sends to anyone who signs up for your mailing list).
• Intuitive donor management tools so you can see who gave, how much, when, etc.—all from one dashboard.
• A simple and clear marketing analytics dashboard with instant report generation so you can track the progress of campaigns, fundraisers and web engagement down to the click.
• The ability to easily create customized, branded landing pages for separate campaigns and initiatives.
• Cloud-based storage so anyone in your organization who needs access to data has it.

Nonprofit websites have evolved a lot over the past five-plus years, becoming much more capable and powerful. While they’ve always been essential from a marketing standpoint, today, websites are like an extension of your staff—yours should be one of your best team members.

5. It should communicate your message and inspire action.

If you’ve managed to bring someone to your website, you’ve already done something right. But that’s only half the battle. If you want them to click around (no pun intended)—and even better, engage with your organization through a donation, mailing list subscription, event sign-up, etc.—you need to give them what they came for: Info about your mission.

The instant someone visits your website they should be hit with visual and storytelling elements that spark engagement and lead them down the funnel. Things like:

• Clear calls to action (think well-placed buttons and an eye-leading layout)
• Compelling (and high-resolution!) photos and imagery
• A quick-hitting mission statement
• Client testimonials or success stories
• Videos
• Blog post previews
• Event descriptions
• Etc.

These elements should be presented in a way that makes navigating your site easy and intuitive while directing people to pages you want them to see. The result? People will stay on your site longer, visit multiple pages and perform actions you want them to take.

The Gist

Your nonprofit’s website is more than just a digital business card; when it’s geared-up to work on your behalf, it’s a powerful tool with the potential to be one of your biggest supporters. Investing in an up-to-date site with modern design features and capabilities will make managing your org. and accomplishing your mission a whole lot easier. You’ll attract more web visitors whom you can convert to supporters; launch more capable and effective marketing campaigns and save time and resources so you can focus on what matters most—your mission.

Ready to see how powerful your website can be?

Schedule a free demo

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So, what are the prime uses for email marketing for nonprofits? Let’s delve into the moments when email really hits its stride:

1. Welcoming supporters

When someone volunteers, donates or even signs up for your mailing list, it’s a great idea to welcome them to your community with an engaging, informative email. Why? Research suggests that this is the optimal time for your nonprofit communications to be received. Welcome emails have up to four times the open rates and five times the click-through rates compared to regular emails, according to Experian.

But remember, timing is crucial: For maximum engagement, aim to send that first email within 24 hours. This is where email automation tools shine in nonprofit email marketing. You can draft and schedule welcome and other types of emails in advance, setting up workflows that trigger their delivery when a certain action is taken. Say goodbye to missed opportunities!

Upgrade your website with built-in email marketing automation.

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2. Fundraising appeals

Regardless of your campaign or theme, your fundraising appeal emails should always include a compelling case for support, a concise summary of the funding benefits and a clear call to action. Pro tip: Directly link your call to action to a fundraising page for immediate donations. That way, supporters don’t have to navigate away from your site.

While you might feel like a bother sending reminder emails, remember that not everyone reads your first message. This explains why open rates tend to skyrocket with follow-ups—up to 40% according to some research. The ideal number of follow-ups tends to be two to three.

3. Advocacy

A successful advocacy email generally has two main objectives: To prompt someone to take an action, like contacting a legislator, and to encourage a donation. For best results in nonprofit communications, clearly state what you’d like the reader to do and ensure the necessary information and action links are easily accessible or “above the fold” (an old printing term that means “near the top,” take that to your next Trivial Pursuit game).

4. Thank-yous

While it might seem obvious, it’s worth stating: Always remember to express gratitude. Regularly tell your supporters how much they mean to you and your cause, and keep them updated on how their donations are being used. It’s not just the polite thing to do; it’s also a great way to generate engagement, since thank-you emails have an open rate of around 67%. Want to make it easy to remember to say thanks? Add donors to an automated email delivery list. Then aim to send your thank-you emails within 24 hours.

5. Success stories

People love a good story, especially when they’re part of it. Email makes it easy to share your organization’s successes with donors and highlight their role in these achievements. This can be done via monthly e-newsletters, thank-you emails or quarterly progress reports.

Bonus

Another idea to consider: Drip campaigns. These are a series of emails designed to achieve a specific goal, like re-engaging lapsed donors or onboarding new supporters. If you’re unfamiliar, learn more about how email drip campaigns can be a potent marketing tool in your arsenal.

Now that you know these email marketing tips, give us a holler if we can help you manage your email marketing strategy. And if you want to capitalize on convenience, our Firespring email marketing automation platform integrates directly into our nonprofit websites, allowing you to easily capture email addresses, segment your audience and automate the most relevant messages for each subscriber. With our powerful automation and personalization features, you can create and send email campaigns that reach the right person at just the right time.

Ready to level-up your email game?

Schedule an email marketing consultation

The post Nonprofit Email Marketing: The Top 5 Emails Every Nonprofit Should Be Sending appeared first on Firespring.

In other words, you need people to give—both time and money. How much you get can be significantly impacted by the way you ask, especially the words that you choose for your CTAs (calls to action).

Whether it’s on your website, in an email, an ad or a social media post, a call to action is the very spot where you ask somebody to do something (e.g., Donate Now, Volunteer, Connect With Us). It could be a button, a hyperlink (linked text, no design), a clickable image—whatever its form or shape, it’s the very place where you want to turn an onlooker or prospect into a donor or volunteer. CTAs are hugely important because they’re where the magic happens; they’re where you grow your cause.

Any successful nonprofit uses clear and effective calls to action in order to move their audience to act, and as easy as it is to fall back on Learn More and Click Here, that language is not the most compelling or effective. Let’s talk about what is.

To create clear CTAs that will actually convert, try writing them with these four tips in mind:

1. Use actionable language.

There’s a reason it’s referred to as a call to action. Action=active. Strong verbs that inspire your visitors, like “feed,” “fight” and “invest” create meaning for your end user—they draw them in to be a part of something bigger than themselves, and they imply that their action is going to make an impact.

A few other good active words: Change. Transform. End (something like hunger or violence). Create. Support. Join. Deliver. Save. Adopt. Give. Provide.

Of course the word “donate” is clear and concise and almost always appropriate when you’re making an ask, but if all your CTAs say “Donate Now,” your org could come across as a little money-hungry. Try branching out and using words that inspire and suggest that your organization is committed to creating meaningful, lasting change, not just empty pockets.

2. Be concise.

You don’t have a lot of space to get your point across, especially if you’re constricted by space (say in a button, an email or a small ad). So, choose your words wisely. When I’m writing CTAs, I like to keep them to two words, maybe three, max. Instead of “Subscribe to Our Monthly Newsletter,” you might say, “Stay Connected” or “Get Updates.” Instead of “Follow Us on Social,” you could simply say “Connect” or “Follow” with your linked social icons below. You want to describe a clear action but in as few words as possible.

The only exception might be if you include a call to action within a piece of content (a blog post or web copy) and use a hyperlink; then you can highlight a phrase or a longer string of words, like we’ve done in previous blogs.

3. Be consistent.

Think through your user flow: If you’re sending someone an email about a new event and you’d like them to “Register Now,” don’t send them to a landing page where the CTA is “Please Donate.” If you run an ad on LinkedIn inviting your audience to “View Webinars,” don’t send them to a landing page with a list of your webinars and a CTA button that asks them to “Sign Up” for your email list.

Wait, what? Make that make sense. To your user, it doesn’t. When you write your CTAs, it’s important to think through the user flow from the first touch all the way through to the thank-you or confirmation page and be sure you’re using words that connect from one touchpoint to the next. If you make the language confusing or inconsistent, people will get nervous/scared/bored and bounce.

4. Don’t be afraid to ask more than once.

If you’re running a fundraising campaign, you should have a call to action on a landing page that asks people to donate—but you don’t have to stop there! You can also include call to action buttons throughout your entire website. Having the same call to action multiple times throughout an appeal can help drive more results. It’s reinforcing and, to the point above, consistent.

The only caveat: Refrain from asking for more money right after someone has just donated. You may ask them to follow you, volunteer, sign up for emails, or attend an event, but keep that “Donate Now” button off your thank-you page and/or thank-you emails—it smacks of greediness and feels a little tone-deaf, as if you view your donors as human ATM machines rather than actual people you want to build a relationship with.

These tips are a good place to start—but there’s so much more that goes into creating landing pages that can legit turn your website into a converting machine. With the right know-how and strategy, you can improve the performance of your landing pages and CTA buttons—and the great news is, we have a webinar for that.

Register for our free webinar, “Convert Supporters with Powerful Landing Pages” to really tap into the power and potential of your website and to improve your conversion rates beyond your highest expectations.

Register today

The post Your Nonprofit Website: How to Create Calls to Action that Convert appeared first on Firespring.

If you’ve undertaken the heroic task of crafting a statement that’s focused, compelling and well-written, the last thing you’re probably eager to do is change it! That said, there are circumstances when tweaking—or even fully revising—your mission statement is the right decision, and one that’ll pay off in the long run in terms of success and donor engagement. So let’s talk about those times, and how to change your “blurb” without falling off the proverbial best-seller list.

1. Why would we need to change our mission statement?

Although your mission statement lives statically in the land of your marketing materials, your organization is constantly growing, evolving and shifting. Sometimes, even your starting goals and priorities are subject to change. This means your mission statement needs to be adaptable, too.

For example, did you know the March of Dimes was originally founded to serve polio victims? In 1979, when the virus had been obliterated in the U.S. by the Salk vaccine, the organization changed its mission to focus on birth defect prevention, premature birth and infant mortality.

As we stated in our earlier blog post Nonprofit Marketing: How to Craft a Concise Mission Statement, “Your mission statement is never set in stone. It can (and probably will) morph, change and adapt to your growing organization.”

2. How often should we change our nonprofit’s mission statement?

Like most things in life, this really depends. Some nonprofits will never need to change their mission statement, as “who they are” will largely stay the same over time. On the other hand, your organization may need to revise its mission statement next week, then again in a year or two, to reflect evolution.

Simply being aware of your mission statement at all times is crucial, since it’s essentially a living synopsis of your organization by which people will judge you. We recommend that board members, personnel and even volunteers pitch in and deep-dive on your mission statement every year (and obviously, during times of major transition). Not with an eye to change things, but to at least see whether it reflects your org in the mirror.

Signs you have a strong mission statement.

Maybe your original mission statement never really “clicked” from the get-go—perhaps due to being rushed, poorly written or just an afterthought altogether. If that’s your sneaking suspicion, but you aren’t sure if you’re just overthinking, check out Nonprofit Hub’s checklist for identifying solid mission statements.

A good mission statement, at its core, should do three things: 1) use language your constituents use 2) be emotionally stirring and 3) communicate your purpose through a single, powerful sentence. Bad mission statements, on the other hand, use jargon your constituents can’t understand, are too cold and logical or somehow fail to articulate the “why” in your purpose. If you recognize any of these attributes in your current statement, it might be time to make a change.

3. What events should definitely trigger a rewrite?

If evaluating your mission statement periodically is a smart idea, then are there specific circumstances that should always get your copywriter’s fingers twitching? Here are a few we think are worth your attention:

• After or during a change in programming. If your organization adds, subtracts or changes significant programs and service offerings, it might be a good idea to revisit your mission statement, too.
• When your resources have changed. Your nonprofit mission statement should, to a degree that is reasonable based on timing, accurately reflect your organization’s scope and abilities. If not, you risk making promises too big to keep. If you’ve bitten off more than you can chew, for example, it may be better to scale back than to promote overly grand ambitions.
• You’re rebranding. While it’s not always the case, sometimes a rebrand is a great excuse to reinvent or refresh “the blurb on the back of the cover” of your organization. Done thoughtfully and carefully, it might even give your marketing a boost.

Now, let’s talk about tips for how to put your new mission statement into practice.

Changing your nonprofit’s mission statement: other things to consider.

In many cases, producing a new mission statement isn’t as easy as just rewording a sentence on your website and marketing materials. Depending on the scale of the change and where your mission is stated, there could even be legal ramifications to consider. Namely, if your nonprofit is a 501(c)(3) organization, your new mission statement must remain consistent with tax-exempt requirements specified in the Internal Revenue Code. Once your org has drafted a new statement and ensured its consistency for tax-exempt purposes, you’ll also need to ensure your board of directors will formally sign off. Additionally, you’ll need to inform the IRS of your new mission when you file your annual return (Form 990).

Legalities aside, it’s also important to be conscientious about debuting your new mission statement to the public and your constituents. Be ready to field questions, address criticisms or even navigate a few naysayers (the only thing in life as certain as change is how much people fear it). Of course, everything might go smoothly, too. You never can tell! We recommend formally announcing the change via your website, newsletter, a press release, email marketing and/or social media pages. If you deem it appropriate, clearly explain your reasoning behind the shift and how it will benefit the people you’re working to serve.

Out with the old, in with the new.

Then—and this is important—make sure your new messaging replaces outdated copy anywhere it can possibly hide: You don’t want less-than-fresh materials to create conflicting marketing messages and confuse your audience. This includes your website above all, which should probably be the first thing you update to reflect the “new you.” Remember, your website is still the most important source of information about your organization for most donors, including Millennials.

Conclusion

As sure as the seasons change, so will your nonprofit’s priorities, goals and target audiences—sometimes by a little, and sometimes by enough to make you almost unrecognizable. Don’t be afraid to let your mission statement accurately reflect the organization you are today, as well as who you strive to be in the future. If done conscientiously, your audience and supporters will appreciate your commitment to staying on the pulse of the issues, being transparent and showing adaptability. Approach changing your mission statement from a marketing and PR perspective, so you can avoid confusing your audience or creating conflicting marketing messages by mistake. Just remember—you got this.

Need help with your mission statement?

Give us a buzz

The post Should You Change Your Nonprofit’s Mission Statement? appeared first on Firespring.

For nonprofits, the stakes are high when considering a rebrand. Altering your organization’s name, logo or mission statement can potentially be a game-changer, helping to overcome obstacles or revitalize an image. However, these changes can also backfire if implemented for the wrong reasons.

Let’s delve into the world of rebranding: exploring when it can be beneficial, and when a more subtle approach—like a shift in marketing strategy—might be in order.

First, let’s clarify what nonprofit rebranding means.

Marketing vs. branding.

Marketing consists of activities aimed at promoting an organization and achieving its objectives, such as digital advertising strategies or social media campaigns. Branding is all about how your audience perceives and identifies you. Your brand identity is made up of various elements like your name, logo, mission statement, website, color scheme, voice and personality. Modifying any of these elements constitutes a “rebrand.”

Why should nonprofits tread carefully with rebranding?

On one hand, adjusting aspects of your brand identity is a way to evolve, adapt to a changing marketplace or grow closer with your target audience.

But remember, audiences form expectations based on certain aspects of your organization, like your name and logo. People often resist change, and altering too much or the wrong element can jeopardize the connection with your established audience and the investment it took to build it.

So, when are the potential risks of a rebrand worth it? Let’s examine a few scenarios when rebranding might not be the best strategy:

In the wake of a PR crisis. A rebrand immediately following a public relations issue can seem like an attempt to sweep problems under the rug. A better approach might be to focus on damage control through marketing and messaging until the situation stabilizes.

 

If your visuals feel outdated. This situation might require minor updates, not necessarily a full refresh. Refreshing your website, logo and other identity elements can rejuvenate your marketing efforts when they’re in a slump.

 

Upon the arrival of new leadership with a new vision. Change is inevitable, but a complete overhaul to accommodate an enthusiastic new director is seldom necessary and often counterproductive. Marketing consistency is key! More subtle changes through less risky marketing tactics are probably a better bet.

So when should you consider rebranding?

There are instances when a rebrand is just what the doctor ordered—provided it’s done for the right reasons. History is full of successful rebranding stories, and your organization can be the next one. Here are some situations when a rebrand might be your best option.

Your organization has evolved into something different.

Nonprofits often start with a specific mission, only to morph into something entirely different. If your current brand doesn’t reflect your mission, a rebrand involving a new name, logo makeover, fresh mission statement or a mix of these might be in order. Your brand strategy should mirror not your past, but reflect your present.

Your current brand doesn’t encapsulate all you do.

If you’ve expanded your services, operations, geographical reach or started catering to a more diverse audience, your brand should keep pace. If your organization has outgrown your name, logo, mission, etc., it’s time to rebrand in a way that aligns with your new size and scope. Outgrowing your brand is a positive issue to have, and is one of the best reasons to rebrand.

Your brand is forgettable.

Successful brands are instantly recognizable. If your brand is forgettable—say, due to not having a consistent logo and design across the board—then a rebrand might be in order. This can help your organization become memorable and build loyalty. If you’re unsure, a branding agency can help you create a cohesive brand identity that truly reflects who you are.

People don’t understand what you do.

Upon seeing your name, reading your mission statement or spotting your logo, people should instantly understand who you are and what you do. If that’s not the case, consider rebranding ASAP. We live in an era of shrinking attention spans and fierce competition. People don’t want to work to understand you. The best brands have a simple but relevant logo, consistent colors and design, a compelling message and a clear mission. If these elements aren’t working together to create a robust brand for your organization, it’s probably time to initiate the rebranding process.

In conclusion

Rebranding is a significant move that can change how your organization is perceived and how it connects with your audience. It’s not a decision to rush into, but when done for the right reasons and executed well, it can invigorate your organization, making it more relevant, memorable and in sync with your mission and offerings. The secret to a successful rebrand is understanding how your organization has evolved, knowing what your audience needs and ensuring your brand accurately reflects who you are now.

Get help with your rebrand

The post Exploring When to Rebrand (or when not to): A Guide for Nonprofits appeared first on Firespring.

But remember: Your mission statement is never set in stone. It can (and probably will) morph, change and adapt to your growing organization.

A good rule of thumb is to review your mission statement every one to three years. You don’t necessarily need to change it that often, but this keeps your organization focused and on track, plus reminds stakeholders of your nonprofit’s purpose and goals.

When you consider writing (or rewriting) your mission statement, keep this in mind—it should be clear enough that someone without any prior knowledge of your organization would have a good understanding of what you do.

Remember to include these three elements:

• What you do. This is often stated as values or objectives.
• How you do it. This spells out how you achieve your goals.
• Where you do it. If you serve a specific city or region, mention it.

In order to convey the message clearly and in a way that people remember, your mission statement should be brief, no longer than a paragraph and narrowly focused.

Avoid these three elements:

• Stilted, formal language. It’ll make you sound unapproachable.
• Industry speak. Don’t use jargon only those in your field understand.
• Generalities. You may do your part to save the world or eradicate poverty, but your mission statement should tell specifically how.

In general: Keep your mission statement short, clear and easy to understand. Share it often, post it on your website, include it in your fundraising and keep it top of mind so it guides every decision you make and keeps everyone focused on the goal.

Need some inspiration? Take a look at these examples from some well-known nonprofit organizations.

Charity: Water is a nonprofit organization bringing clean and safe water to people around the world.

The American Red Cross prevents and alleviates human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors.

The St. Baldrick’s Foundation is a volunteer and donor powered charity committed to supporting the most promising research to find cures for childhood cancers and give survivors long and healthy lives.

Whatever your mission is, your website is a key component in helping you to grow, promote and achieve it. Does your current site clearly reflect your organization’s mission and let visitors instantly understand what you do even without reading the text on the page? If not, consider Firespring as an option. We provide stunning websites that make it easy to tell your story, manage events and raise significant funds. Schedule a free demo or call 877.447.8941 to learn more.

The post How to Craft a Concise Mission Statement appeared first on Firespring.

Your organization needs a new website. You’ve discussed, deliberated and your board is in agreement. Now you need funds.

Oh, right. FUNDS. Money: It (or lack thereof) always gets in the way of a good time, right?

Here’s where a lot of nonprofits say, “Welp, it was a nice thought,” and then decide they don’t want to fundraise for yet one more thing. Plus how do they make a new website sound like a compelling ask—and they settle for their current site, which still doesn’t let donors make an online donation or register for events or sign up to volunteer without going to a third-party form.

Bleh. That’s depressing. So, we’d like to offer you another choice.

Many times, nonprofits we work with are successful at writing grants to cover the costs of updating or refreshing their website. You could luck out and get a website donated, but that’s uncommon, plus it can carry risks. You don’t know what level of quality you’ll get, if there will be support, what the backend looks like, or if there’s a user-friendly content management system.

So, for now, let’s focus on the grant idea, which we love, over the “donated website” idea, which we’re very iffy about.

Here are five tips to get you started on grant funding for a new website:

1. Make sure you’re a good fit.

Before you ever submit a grant proposal to a funder, be sure that their interests match well with your organization’s mission—if there’s not alignment, find another funder. Grant funding is highly competitive, and grant writing is time-consuming. Set yourself up for success by doing a little homework and only appealing to funders who seem to be a good fit with your org and its cause.

2. Remember your audience.

You’re not writing to those directly involved with your org, so you want to be careful to keep that in mind. You’re writing to an outside party—what would be important to them or compel them to fund your request? Assume that the funder isn’t familiar at all with the work you do (or the jargon you use), and write as if they will be hearing about your nonprofit for the first time.

For example, you know a new website with more robust functionality and updated features would certainly make your team’s life easier! But a better approach might be to focus on how a new website will further your mission and benefit your donors, constituents and board members with online donation processing and password-protected portals. Ask yourself, “What does this grant funder care about?” Then tailor your proposal in a way that addresses their priorities and values.

3. Write to persuade.

You want to inform, yes. “Here’s what we need, how much it will cost and how we’ll use it.” But you’re not just filling in the blanks with objective facts, figures and data; you’re writing to humans who have both a head and a heart. Persuasive nonprofit grant writing appeals not only to logic (data does matter), but to emotion, as well. How will an updated website help you impact more lives? Who will it benefit (outside of your team)?

Technology isn’t just a “nice to have” in today’s world; it’s a must-have, and an updated website is a tool that can significantly impact your impact. Depending on your current situation, a new website could be a game-changer for your org. So, while you want your proposal to inform, you also want it to inspire and persuade. “A new, more robust website will enable us to reach thousands more people who need support and raise 100s of thousands more dollars to aid people and families fighting addiction.” Successful grant applications focus on the impact.

4. Play by the rules.

There are typically several guidelines you need to follow for grant submissions. Well before the deadline review the application format, submission process, required attachments and other instructions. Is there a character count? Page number or font size requirements? Forms you need to include? Overlooking any important requirements could land your proposal squarely in the “no” pile, even if your case for funding is compelling. Be sure to dot the i’s and cross the t’s—and if that’s not your thing, find someone with an eagle eye for detail who’ll oversee this process.

5. Be resilient and gracious.

Real talk: Grant applications are often rejected the first time. Don’t let that deter you! Like a lot of fundraising, if you get a “no,” it may mean “not right now.” If your grant proposal is rejected, use this as an opportunity to build a warmer relationship with that funder by responding graciously. You’ll typically have more success with grant funding when you develop a personal connection with potential funders, and oftentimes that connection may begin with a “no”—but eventually end up with a “yes.”

One other important note: If you’re unfamiliar with grant writing or have no interest in writing, period, outsource it. You don’t want to DIY this task if your heart isn’t in it or you’re unsure how to do it effectively. You’re much more likely to get the desired results if you have a grant writer who knows and likes what they’re doing.

Want to learn more? Browse our blog library for more nonprofit-focused tips and tricks.

How to Make Writing Suck Less

Fundraising in an Economic Downturn

The post How to Write a Grant to Cover Your Nonprofit Website Costs appeared first on Firespring.

If you refer back to the title of the blog, a gold star.

You see today, we’re diving into a topic that’s often tucked away in the nonprofit sphere: succession planning. And while it may seem like a daunting task, it’s too important to ignore. So put on your strategic thinking hats, and let’s talk about how to create a succession plan for your organization.

Why does your nonprofit need a succession plan?

Picture this scenario: Your executive director, the linchpin of your organization, wins the lottery and decides to retire. What will you do to keep operations flowing smoothly? Are you prepared?

Without a succession plan, you could face a whirlwind of disruptions, from stalled projects to a dip in staff morale. But with a well-crafted plan, you’ll not only have peace of mind but also ensure that your organization stays on its strategic path, even amid significant transitions. A succession plan can be a lifesaver, keeping your nonprofit’s mission alive and thriving.

Succession planning: an opportunity, not a chore

Let’s debunk a myth right away: Succession planning doesn’t have to be a gloomy task. In fact, it can be a golden opportunity to assess your organization’s strengths and areas for improvement. For example, you might discover that you’re leaning too heavily on one team member. This realization could be an excellent chance to offer professional development opportunities, creating a more balanced and resilient team.

Moreover, succession planning is a great way to acknowledge your long-standing, committed employees—those who truly make a difference—and provide them with more growth opportunities.

Key elements of your succession plan

When creating a succession plan, be sure to consider a few key details for a comprehensive and effective strategy:

1. Identify key roles: While you’re pondering your top-tier leadership, don’t overlook other crucial roles that could be challenging to fill if someone left abruptly. These roles could require specific skills and may have a significant impact on your nonprofit’s operations.

2. Assess skills and knowledge: Are there any gaps in skills, knowledge or experience that you could address through training or professional development starting now? Ask yourself, “What skills will your organization need in the coming years?” The trick is to plan ahead.

3. Develop internal talent: Who are your superstars who might be ready to step up? Would any of your high-performing employees be open to training to fill the void following an absence? Or will you need to hire from the outside? Developing internal talent prepares your organization for future changes, and may help retain top performers by providing them with growth opportunities.

Communicating your plan

Lastly: It’s time to get everyone on the same page. Decide how and when you’ll communicate the succession plan to staff, board members and other stakeholders. Clear (and early) communication—possibly through a well-established org. chart—can help avoid misunderstandings and ensure everyone is prepared for potential changes.

Wrapping up

The bottom line? Like every good Eagle Scout, succession planning is about being prepared, and ensuring that your nonprofit organization continues to thrive, even amidst change. And remember—it’s not just about filling a position; it’s about upholding the culture, values and strategic direction of the organization that you’ve worked so hard to achieve. The time invested in a solid plan now will pay off when life’s one big inevitable—change—occurs.

The post Future-Proofing Your Nonprofit: Tips for Your Succession Plan appeared first on Firespring.

Not true in the nonprofit space.

For those of us who rely on fundraising, we know how important end-of-the-year giving is, so we have one more priority on our lists before we close out the year—crafting the perfect year-end appeal letter.

First, let’s acknowledge that a great appeal letter requires advanced planning. And we’re not talking for just a few weeks. The printing and mailing alone will take 5–7 business days and the writing and design typically even longer. That’s why it’s so important to start thinking about your end-of-year appeal now, if you haven’t already, to maximize your impact and make it as effective as possible.

To help, we’ve listed five ways to help your year-end appeal get the job done and meet your fundraising goals.

1. Be sure your mailing list is updated.

Outdated addresses are the fastest way to ensure your year-end appeal stops before it ever starts. For the ultimate return on your investment, ensure your contact information is complete, clean and updated with the latest information from supporters both new and old.

At Firespring, we can add to your direct mail list, refine it or even purchase a new list entirely, but mailing to those who have supported you throughout the year will yield the best results. That’s why it’s vital that your list reflects your most up-to-date donors.

2. Get personal with your year-end appeal letter.

Make your annual appeal more impactful by personalizing it. You’re much more likely to respond to something that mentions you by name versus “Dear donor.” Or to take it a step further, mention personal details about their history with your organization.

With variable data printing, you can mention your recipient by name and even provide ask amounts based on their past giving. (For example, if Susie Q gave $10 earlier this year, ask if she’d be willing to chip in another $5, $10 or up her donation to $20.)

Pro tip: Use “you” language throughout. For example, instead of saying “we were able to give….” say “Your donation made it possible to give….” By substituting self-centric language for “you” language, it helps your audience feel more connected to the cause. Yes, they want to know you made an impact—but tell them how they made an impact through you.

3. Make it brief so it’s easy to read and scan.

Your year-end appeal hits mailboxes and inboxes when holiday cards are being exchanged and people are busy celebrating—that means it’ll be competing for your audience’s time. Keep it succinct and easy to read, or it may end up in the trash before your reader reaches the end.

Since you did a mountain of good in the past year, you may want to shout every one of those good deeds out from the mountaintops (figuratively). When you include too many details, though, you distract from the main reason you’re writing your appeal, which is the call to action. We’ll get to that in a bit.

So, make it easy for them to read. Include short paragraphs, bullet points, bolded text or italics—whatever you can to break up the text and make it easy to read for people who scan.

4. Include a clear call to action.

Make it very obvious what you want your reader to do by the time they’ve finished your appeal: You want them to give a certain amount of money by a certain date for this particular campaign, which will impact these individuals or support this cause.

Be clear, bold and compelling when it comes to actually making the ask. You don’t want someone to finish your appeal letter and wonder if they missed the point.

Pro tip: Be sure that your language is free of nonprofit jargon and that you’re using words that your constituents use—not industry speak. It’s easy to throw around terms and phrases that make sense to us, but don’t mean much to our audience. So put your donor hat on and read your appeal from the perspective of an outsider.

5. Make it easy for them to give.

Even the most moving appeal letters can’t be considered a success if it isn’t easy to give. Some donors prefer going entirely digital while others want to drop off a check or mail it in. Cater to all donors and make it easy to do both.

Simply provide a way to return a gift via mail, as well as online. You can print a URL and provide a link for your donors included in your direct mail piece. Plus, it’s a good idea to create a customized landing page for your end-of-year campaign to give an extra personalized touch. That way, you’ll be able to reinforce all of the great things you have achieved in the past year and highlight what another donation would mean for your cause.

BONUS: Segment Your Donor Lists

We said there would be 5 ways to make your year-end appeal letter better, but it’s your lucky day: We’re throwing you just one more piece of info to help you on your year-end appeal journey. For an added layer of personalization, segment your donor lists.

Segment your lists into categories such as those who have never given before, small one-off donors, recurring donors and donors who have donated large sums. This will help you perfectly craft the language to reflect their giving status and how they can continue to work with your organization in the future.

Your year-end appeal has the power to reel in new donors, reignite lapsed donors and nudge your current donors to give again—if you craft it right. Also, we understand that your appeal letter is just one part of your year-end campaign. So, we created a checklist and guide to help you keep track of all the moving parts to ensure that nothing in your end-of-year fundraising campaign falls through the cracks.

Download your free year-end fundraising checklist so you don’t miss a single thing as we close out this busy year.

Grab your checklist

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