Starting a business that’s focused on social good is noble, but like almost all businesses, it requires financial support to flourish. Fortunately, there’s a growing group of investors who are passionate about more than just making money—they want to make a difference.

In a world where profit meets purpose, impact investors are reshaping the business landscape by investing capital into startups and small companies dedicated to making a positive difference.

If you’re a founder of a social good startup looking for investors who share your values, you’re in the right spot. In this article, we’ll introduce you to remarkable social good investors who are actively seeking out companies committed to positive change, including anything from fundraising technology vendors to Google Grants agencies. Here’s what we’ll cover:

• Understanding Impact Investing
• Our Recommended Impact Investor: Foundry for Good
• Other Social Good Investors Making A Difference

If you’re a founder with a vision, these investors could be your key to success. As a company that’s powered by mission-driven investors, our team at NXUnite is excited to share our unique perspective and help you understand the role these groups are making.

Understanding Impact Investing

Before shining the spotlight on specific investors, let’s take a step back and start with the fundamentals of impact investing. We’ll walk through basic questions, so you can make an informed decision when choosing an investor for your business.

What is impact investing?

Impact investing is when a business or other entity invests in companies or organizations with the dual aim of achieving financial returns and positive impacts. Unlike traditional investments that focus primarily on financial gains, impact investing strongly emphasizes achieving measurable outcomes in social good areas like environmental sustainability, education, poverty, social justice, and healthcare.

Key aspects of impact investing include:

• Value Alignment: Social good investors seek investments that align with their values and social or environmental goals.
• Measurable Impact: These investments are intended to produce quantifiable and positive societal or environmental outcomes. As such, investors use various metrics to assess their investments’ impact.
• Financial Returns: While intended to create positive change, impact investing should still be financially viable and competitive with traditional investments.
• Diverse Focus Areas: Impact investments cover a range of sectors, such as renewable energy, education, and affordable housing.

While these investments involve several moving parts, impact investing is essentially leveraging capital to create positive change, earn revenue, and drive innovation across the social good sector.

Does impact investing make a difference?

Yes, it does! Impact investing has gained momentum as individuals and businesses increasingly recognize their ability to address pressing global challenges while also earning financial benefits.

By directing capital into businesses and initiatives that aim to drive change, impact investing provides these benefits:

• Scaling Social Innovation: Impact investing funds innovative and socially responsible startups and small businesses. This financial support helps recipients expand operations, reach more people, and accelerate impact.
• Attracting More Capital: The success of impact investments can inspire other investors to allocate their capital toward socially and environmentally responsible initiatives. In other words, they create a snowball effect of positive change.
• Aligning Values and Finance: Impact investing allows businesses to align their financial resources with their values and missions, ensuring their investments have a meaningful impact on the world.

Overall, impact investing enables investors to use their financial resources strategically to drive positive change, solve global challenges, and promote a more sustainable and equitable future. It demonstrates that financial returns and ESG impact can be mutually reinforcing.

How do I find social impact investors?

Browsing lists like this one is a good start. Consider following industry blogs or using online investment platforms like Toniic and the Global Impact Investing Network (GIIN) Investor Directory. These platforms connect social impact entrepreneurs with potential investors.

You can also join impact investing conferences and networking events. These gatherings attract social impact investors, foundations, and philanthropic organizations. Attend these events and start conversations with potential funders for your business.

What’s the difference between impact investing and ESG investing?

While similar, these two types of investments have a key difference.

Impact investors focus on generating specific, measurable, and positive social or environmental impacts alongside financial returns. Meanwhile, environmental, social, or governance (ESG) investors incorporate ESG factors into the investment decision-making process.

ESG investors look for companies that meet specific ESG requirements, but the companies they invest in aren’t necessarily part of the social good sector. For example, an investor might use ESG standards to assess a for-profit clothing store’s supply chain practices. By integrating these non-financial factors into their investment strategies, they aim to mitigate risks and ensure they support businesses that will be sustainable long-term.

Our Recommended Impact Investor: Foundry for Good

Focus Area: Mission-Driven Businesses Such As Nonprofit Technology and Consulting Services

With a diverse background of investments, Foundry For Good knows how to take your social impact further. They won’t just invest capital; they’ll infuse your mission-driven business with strategic marketing solutions.

Foundry for Good provides you with direct access to experts in philanthropy and change, like the changemakers here at NXUnite!

Here are their primary areas of focus:

• Content and Inbound Strategy: They’ll create content tailored to your brand, increase brand visibility with content on influential websites, help you stay ahead in search engine traffic via keyword research, and regularly audit your content. Essentially, they’ll elevate your content strategy both on and offsite.
• Performance Reporting: Foundry for Good will conduct robust technical audits and rectify high-priority SEO issues to give your site the strongest foundation possible to attract potential customers. With detailed reports, they’ll keep you in the loop on inbound lead generation, keyword performance, and technical performance.
• Mission-Driven PR with NXUnite: Join our community of like-minded businesses, leverage sponsored emails, be a part of panels, and lead exclusive webinars to generate leads and grow your business.

Backed by a passionate team, a network of mission-driven businesses, and cutting-edge marketing strategies, Foundry for Good will make sure your business’s impact is felt.

Notable Impact Investments

Foundry for Good has an evergrowing portfolio of social good investments. Some of their companies making a difference include:

• NXUnite by Nexus Marketing offers our vibrant online community that brings brands and mission-driven professionals together through webinars, online directories, and educational content. It’s a place where we showcase our friends in the industry, help them forge new connections, and foster unity across the mission-driven sector.
• Double the Donation is the leading provider of matching gift software to nonprofits and educational institutions. It provides access to the world’s most robust database of corporate matching gift program records, covering over 99% of match-eligible donors.
• Nexus Marketing is the only digital marketing agency specializing in social good professionals and how they find the products, people, and services they need. We offer SEO and content marketing services for brands powering community impact.
• eCardWidget provides adaptable eCard software, ideal for everything from nonprofits thanking donors to businesses inspiring employees. Thanks to its customizability, eCardWidget empowers users to create custom eCards branded to their cause or business within seconds.
• Getting Attention provides Google Ad Grant services to nonprofits. Their global team helps nonprofits through every stage of the grant management process, including everything from applying for the grant to creating ads and maintaining eligibility. With their expert help, Getting Attention clients can make the most of their $10,000 in ad credits each month.

If you’re looking for a reliable impact investor, we can’t sing Foundry for Good’s praises enough! Chat with their team to see if they’re the right fit for your business.

Other Social Good Investors Making A Difference

We’ve used a variety of methods to evaluate these remaining investors, such as selecting ones with substantial assets under management (AUM), which is the total market value of investments they manage.

Whether you’re looking for nonprofit technology investors, consulting agency investors, or mission-driven investors in general, there’s something for every small business wanting to power their social impact initiative.

Actis

Focus Area: Sustainable Infrastructure

Actis is a leading global investor in sustainable infrastructure. Since its inception in 2004, this impact investor has raised $24 billion to invest in a better tomorrow. They invest in energy infrastructure, long life infrastructure, digital infrastructure, real estate, and private equity.

Actis has a long history of building businesses. Today, it has 17 offices across the globe, enabling them to invest in meaningful opportunities wherever they may come from. They have an impressive portfolio of organizations they’ve invested in, including energy infrastructure companies like Atlas Renewable Energy, long life infrastructure companies like Emicool, and private equity firms like Upstream Systems.

Bain Capital

Focus Areas: Health and Wellness, Education and Workforce Development, and Sustainability

Established in 1984, Bain Capital is a private investment firm with approximately $180 billion in AUM.

While known for its traditional investment activities, Bain Capital has an impact investing arm called Bain Capital Double Impact. With this division of their firm, they invest in companies and initiatives that address social and environmental challenges, such as healthcare, education, sustainability, and social equality.

One example of their work is their recent partnership with Meteor Education. With Bain Capital’s support, they aim to expand Meteor Education into new markets and advance its mission to support educators in creating enriching learning experiences.

Bamboo Capital Partners

Focus Areas: Financial Inclusion, Access to Clean Energy, Access to Healthcare, and Agribusiness

Founded in 2007, Bamboo Capital Partners has a global presence in impact investing markets. Bamboo aims to improve the lives of marginalized communities while delivering financial returns. It employs a blended finance approach and works with partners (such as foundations and other impact investors) to jumpstart opportunities brought to them.

Bamboo specifically targets companies with products, services, or operations that lead to positive social and/or environmental changes. For example, that might mean a business that improves the quality of life or one that increases efficiencies to reduce expenses for target populations.

BlueOrchard Finance S.A.

Focus Areas: Financial Inclusion and Poverty Alleviation

With principal offices in Switzerland, BlueOrchard Financial operates in more than 100 emerging and frontier markets in various areas like Asia, Latin America, Africa, and Eastern Europe. It was founded as part of a United Nations initiative in 2001 as the first commercial manager of microfinance debt investment worldwide. That makes it an impact investment pioneer.

Now, BlueOrchard is majority-owned by asset management business, Schroders, and has a global reach of more than 280 million people. Schroders targets sophisticated investors and global initiatives that fight inequality and the effects of climate change. They have a presence in the microfinance, agriculture, renewable energy, healthcare, and education sectors.

One of BlueOrchard’s recent investments is ChargeZone, a fast-growing electric vehicle charging company located in India. BlueOrchard invested in the company to fund the roll-out of 286 charging stations, serving 1,130 electric buses.

Generation Investment Management

Focus Areas: Global Equity, Asia Equity, Growth Equity, and Private Equity

Founded by Al Gore and David Blood in 2004, Generation Investment Management has pioneered the development of sustainability and ESG investing. Known for its commitment to impact investing, this firm strives to deliver long-term financial returns while addressing global sustainability challenges like environmental degradation.

It employs a sustainable capitalistic approach, emphasizing that “sustainability factors have a material impact on companies’ returns over the long term.”

Hamilton Lane

Focus Areas: Professional Services, Renewable Energy, and Software

With 22 years of impact investing experience, Hamilton Lane is a leading, global investment manager providing private markets solutions. Since 2001, they’ve invested in mission-driven solutions and now have $3.1 billion in assets related to impact strategies. What’s more, they report on the impact of their investments to ensure they help companies drive social change. Examples of metrics include energy savings, water cleaned, and reduction in CO2 emissions.

In March 2022, Hamilton Lane released a Climate Policy Statement to communicate its dedication to the global search for climate-change solutions. They also pledged to reach net-zero emissions by 2050.

Some of Hamilton Lane’s investments include:

• Intersect Power, which develops large utility-scale renewable energy with a focus on solar and battery-storage projects.
• TXO Systems, which provides B2B circular economy solutions for telecommunications and related industries through selling, reusing, repairing, and recycling equipment.
• Neuroflow, which provides behavioral health software that uses digital features to reinforce in-person clinical care.

Meridiam Infrastructure

Focus Areas: Critical Public Services, Sustainable Mobility, and Innovative Low Carbon Solutions

Meridiam Infrastructure is driven by its mission to make the UN Sustainable Development Goals a reality. They translated these goals into their organization’s five strategic pillars:

1. Deliver resilient infrastructure and develop resilient cities.
2. Accelerate energy transition.
3. Avoid & reduce emissions.
4. Promote good work conditions, inclusion, diversity & gender equality.
5. Protect & enhance biodiversity.

Driven by these pillars, they strive to build resilient communities, tackle climate change, and protect the environment. They do so by supporting and accelerating the development of innovative, ambitious SMEs leading the ecological transition.

Meridiam Infrastructure currently manages more than 120 assets in the social good sector around the world. One investment example is Okamac, which is the European leader of Apple computer reconditioning. Meridiam Infrastructure invested in Okamac to participate in the decarbonization of the computing sector by supporting a global champion of computer reconditioning.

TPG

Focus Areas: Climate and Conservation, Education, Financial Inclusion, Food and Agriculture, Healthcare, and Impact Services

Launched in 1992, TPG is now a leading global alternative asset manager. They launched The Rise Fund in 2016, making them the first global alternative asset manager to develop an impact investing business with more than $1 billion in AUM. Today, they have more than $18 billion in AUM.

They believe that private enterprise is critical in addressing global societal changes, and their Impact platform helps drive competitive financial returns and measurable societal benefits. Here’s an overview of their investment funds:

• The Rise Fund offers investment resources, business-building skills, and a global network to grow profitable businesses seeking to deliver positive and sustainable impact.
• TPG Rise Climate is their dedicated climate impact investing product. This fund was created to address global climate change challenges and scale innovative businesses that can enable quantifiable carbon aversion.
• Evercare is a healthcare fund that strives to provide affordable, high-quality healthcare.

Ideal for companies looking for a vast network, TPG has a substantial global network for raising capital and driving value in their investments. Some of their investments include Palmetto, which expands access to clean energy for homeowners and businesses, and Teachers of Tomorrow, which focuses on creating education leaders.

Turner Impact Capital

Focus Areas: Educational Facilities, Affordable Housing, and Healthcare Facilities

As one of the fastest-growing social impact investors, Turner Impact Capital specializes in investing in and developing real estate projects that positively influence society and generate financial returns. They work to address critical societal challenges, particularly in underserved communities, to help create positive change in communities where their investments can make a measurable difference.

For example, they invest in the development and improvement of affordable workforce housing and community healthcare centers in low-income areas.

Final Thoughts on These Social Good Investors

Impact investing isn’t just about dollars and cents; it’s about making a meaningful impact. Impact investing bridges the gap between profit-driven business and social good. For founders of startups and small social good companies, the right investor can be a game-changer.

Again, we recommend chatting with Foundry for Good, a social good investor who’s actively investing in businesses that cater to nonprofits.

As you continue along in your journey, explore these additional resources:

• Why Companies Should Have Employee Giving Programs: You want your business’ impact to be felt, and a great way to accomplish that is through employee giving. Discover the power of these programs and how to establish workplace giving program.
• Corporate Philanthropy – Nonprofit Catalog: Learn the fundamentals of corporate philanthropy and how it helps nonprofits and socially-responsible companies alike.
• How to Develop a Corporate Charitable Giving Policy: A Guide: Explore this guide to learn how to put giving back to society at the forefront of your business’s mission.

Crises can strike communities and organizations at any moment. When a natural disaster occurs, nonprofits scramble to gather the resources needed to aid their constituents and get them on the road to recovery. Grantmaking organizations like yours provide the funding that powers these relief efforts.

Because grantmakers are so integral to the work nonprofits do during crises, it’s paramount that you have a way to award grants with urgency. In this guide, we’ll cover strategies and considerations to keep in mind when a crisis happens:

• Use grant management tools.
• Be flexible.
• Proactively prepare for the next crisis.

To award timely grants during a crisis, your standard grantmaking process must be streamlined. To get started, we’ll cover how you can efficiently use grant management tools to carry out tasks like administrative oversight and budget management.

Use grant management tools.

Grant management technology aims to streamline the necessary yet time-consuming tasks involved in managing grants, such as practicing due diligence, balancing budgets, and following up with grantees. During a crisis, these tools can work overtime to help your organization handle community outreach and a sudden influx of applications.

Investing in its full-featured grants management solution is the logical next step for organizations already using Salesforce. Salesforce Grants Management has everything grantmakers need to oversee grant management, works seamlessly with other Salesforce tools, and helps grantmakers plan for special circumstances.

The Grants Management package offers the same features included in the Outbound Funds Module, which is used by any organization that awards funding as a part of its mission. According to Fíonta’s guide to grants management, Grants Management includes more specific features for grantmakers, such as:

• Fully customizable application templates. Build a unique application process based on your organization’s values and philanthropic priorities. Additionally, you can create abbreviated versions of your standard application form for times of crisis and mark them for expedited review.
• Tools that standardize due diligence tasks. Due diligence tasks, like confirming tax-exempt status, are essential to determining each applicant’s eligibility. If your organization does not have a clearly defined process for completing these tasks, they could hinder the grantmaking process. Grants Management allows you to set up action plans defining the necessary steps and documents that anyone reviewing applications must complete. This ensures that due diligence tasks are completed the same way across your team without additional communication.
• Budget management tools. Keeping a close eye on your budget is crucial to ensuring you have the funding available to deliver the grants promised. Grants Management allows you to track the grants you’ve awarded against your organization’s budget in minutes, keeping the process fast even in times of crisis.

With technology that streamlines and automates administrative tasks, your organization can balance awarding funds quickly and efficiently while still following all necessary procedures.

Be flexible.

During a crisis, nonprofit organizations desperately need supplies, volunteers, and funding. In these situations, be flexible to prioritize getting funding to the right organizations as quickly as possible.

Your organization might opt for more flexible grant-seeking requirements during a crisis by:

• Shortening your application
• Offering unrestricted funding and general operating support
• Fast-tracking approval processes by limiting administrative requirements
• Temporarily relaxing follow-up procedures until the crisis has passed
• Offering extensions on existing grants
• Adjusting evaluation criteria and expectations for this time

As with other aspects of the grant management process, technology can help you make these changes quickly. For example, by integrating your website with your CRM, you can ensure applicants receive the most up-to-date information possible about your grant process and available funding. Doing so ensures that you make the application process as convenient, timely, and hassle-free as possible.

Proactively prepare for the next crisis.

Crises and their impact are indeed unpredictable. While this makes it challenging to pinpoint when a disaster might strike, you can prepare for it by being proactive. This approach allows you to develop a standardized grantmaking procedure that runs smoothly for grantmakers and grant-seekers.

Learn from past events and put a standardized crisis grantmaking procedure in place. As a part of these preparations, your organization should:

• Determine adjusted guidelines and requirements. If your organization chooses to relax some of its guidelines during a crisis, decide how you will do so before the crisis. For example, under these special circumstances, you might not ask grant applicants to include a cover letter, a detailed budget breakdown, and their organizational background.
• Plan its rapid response protocol. Application reviews and approvals need to be fast-tracked during these scenarios. Determine who will be responsible for each step in the review process and outline your adjusted procedures, so staff members understand how and why it deviates from the standard process.
• Conduct risk assessments. While many crises, like natural disasters, are unpredictable, you can still determine levels of risk in advance. This will help you identify potential crises that could arise and develop plans for those scenarios. If you regularly award grants to nonprofits that offer aid in areas prone to flooding, your organization can closely monitor the weather, identify grantees whose constituents are likely to be by flooding, and proactively contact trusted long-time grantees who may need emergency funding.

Additionally, consider setting aside funds specifically reserved for crisis situations. Analyze data from past crises to determine how much funding is needed, and weigh this number against your organization’s budget. Setting aside this money in advance will save you from shifting funding around or adjusting your budget.

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Once the dust has settled, take the time to reflect on your approach during the crisis. Identify strengths and weaknesses, ranging from your timeliness to how easy it was for nonprofits to find your grants. If possible, continue to support the affected organizations after the crisis to fuel their efforts as other donations trail off.

The nonprofit marketing space isn’t as straightforward as it once was. It’s easier than ever for nonprofits to connect with their supporters, but that also means there’s a lot of competition for donors’ attention.

One effective way to make your organization stand out is to create an ambassador program. Ambassadors can take the reins during fundraising or marketing campaigns, promoting your organization to their personal networks. This form of peer-to-peer marketing is highly compelling because people are more likely to support a cause that’s recommended by someone they know and trust.  

To ensure your ambassador program gets up and running quickly and yields a high return on investment, we’ll explore these top tips: 

1. Identify the right recruits.
2. Brand your ambassador program.
3. Create clear roles and expectations for ambassadors.
4. Empower ambassadors with training and resources. 
5. Promote recognition and a sense of community. 
6. Evaluate and adapt your program as needed. 

Supporters often want more than just to help promote your nonprofit’s cause — they want to feel like members of your community. An ambassador program gives them an outlet to express their passion for your mission and share their enthusiasm with others. 

1. Identify the right recruits.

Effective nonprofit influencers can be found almost anywhere. The best recruits for your ambassador program will all share one trait in common: a deep sense of commitment to your cause. 

Search for individuals who have a strong existing relationship with your organization and are particularly vocal about their love for your cause. Potential ambassadors could be: 

• Donors 
• Volunteers
• Peer-to-peer fundraisers
• Beneficiaries of your programs
• Social media followers 

Use software solutions like your donor management system and volunteer management platform to identify long-time, highly engaged supporters. Filter your database by length of involvement or number of interactions to find your top supporters.

Then, personally reach out to these individuals with an invitation to join your ambassador program. Reference their past involvement to explain why you’re reaching out. For example, you might say: “Eliza, we are so excited to invite you to join our new ambassador program. Your passionate volunteer involvement and past peer-to-peer fundraising experience make you a perfect fit for our new program.”

2. Brand your ambassador program.

You’ll have an easier time bringing recruits on board when your ambassador program looks official and professional. Create an eye-catching brand for your program by thinking through the program’s: 

• Name
• Logo 
• Tagline
• Colors

Incorporate these brand elements into your promotional materials, such as your social media posts and personal emails to potential participants. 

For example, here’s a flyer for a fictional environmental nonprofit ambassador program with a cohesive brand:

This flyer features the organization’s brand name, logo, and a QR code that potential participants can scan for more information.

You can also boost the sense of community by creating branded merchandise for your program, such as hats, T-shirts, or name tags. Offering new ambassadors matching items will help them feel like members of an exclusive team.

3. Create clear roles and expectations for ambassadors.

Ultimately, your ambassador program shouldn’t just provide new engagement opportunities for supporters — it should also tangibly support your marketing and fundraising efforts. 

Take the following steps to ensure your ambassador program bolsters your existing strategies: 

• Set goals for your ambassadors internally. Determine the metrics you will track to assess your ambassador program’s effectiveness. For instance, you may track key performance indicators like peer-to-peer fundraising participation rates, donations that can be attributed to ambassadors’ influence, or social media engagement rates. 
• Define clear roles and responsibilities. For example, will ambassadors promote your peer-to-peer fundraisers? Will they share social media content? Will they speak on your behalf at events? All of the above may be possible. Delineate clear roles so that potential participants understand what will be expected of them. 
• Establish guidelines for program membership. Create clear regulations that ambassadors should follow when acting on behalf of your cause. For example, you might establish rules regarding the type of content ambassadors can share on behalf of your organization, such as pre-approved images or messages. 

When potential ambassadors understand what your program entails, you can narrow down your recruit list to just individuals who feel comfortable with the role expectations. And with clear metrics to guide your program, you can determine whether it’s a worthwhile use of your time and resources. 

4. Empower ambassadors with training and resources. 

Invite your new ambassadors to a training session to help them get up and running in their new roles. Depending on how spread out your ambassadors are, you might host a video or in-person meeting. Reiterate the role expectations and let ambassadors get to know one another with some icebreaker activities. 

Also, craft a training manual for ambassadors to follow while promoting your organization. Your manual should include your brand guidelines and ambassador program regulations. You should also include marketing materials that ambassadors can use in their promotional efforts, such as: 

• Personalized donation page links. Give each ambassador a personalized donation page link with a custom URL. You can even let them personalize the page with information about their connection to your cause and photos of themselves participating in your events or volunteer opportunities. 
• Custom graphics. Create branded graphics that ambassadors can use in their promotional materials, such as fundraising thermometers or infographics. You can use a tool such as the Bloomerang fundraising thermometer generator to quickly create a graphic with your nonprofit’s brand colors. 
• Messaging guidelines. Provide ambassadors with a variety of messages they can use in social media posts or emails. Make sure they’re clear about your nonprofit’s tone and brand voice. For example, you might advise them to strike a friendly, approachable tone in their social media posts.

Let ambassadors know that they can come to you at any time with questions or concerns. You may even set up a mentorship or buddy program within your ambassador group to ensure each participant has at least one peer they can turn to for support. 

5. Promote recognition and a sense of community. 

Fostering a strong community among your ambassadors can encourage program retention. Plus, when ambassadors have fun supporting your mission and feel engaged in your cause, their promotional efforts will be much more genuine. 

Pull from your donor recognition playbook to develop an appreciation approach for your ambassador program. Show your gratitude by: 

• Offering ambassadors-only communication avenues, such as a Facebook group or group chat
• Publicly recognizing ambassadors on social media and within blog posts
• Sending thank-you gifts and personalized gratitude messages
• Sharing wins with ambassadors, such as donation increases, to highlight their impact

Celebrate your ambassadors’ accomplishments through meet-ups and events such as a happy hour or picnic. You can even host an award ceremony to honor your most successful ambassadors and thank them for their hard work. 

6. Evaluate and adapt your program as needed. 

As your ambassador program gets underway, you might find that certain strategies aren’t working out as expected. Remain flexible and adjust your program when necessary to continue offering a high-quality experience to participants and ensure that your program effectively supports your nonprofit. 

Continuously evaluate your program by taking the following steps: 

• Survey ambassadors to ask for their feedback on your program. Ask questions about their level of satisfaction with the program, any suggestions they have for improving the program, and areas where they may need more support. Highlight any trends in their responses and incorporate their feedback as applicable. 
• Track metrics to assess progress made toward your goals. Keep an eye on the key performance indicators you identified during the planning process. Note any drastic increases or decreases in your metrics, investigate potential causes, and adjust your approach accordingly. 

Supporting your ambassadors every step of the way is one of the most effective ways to ensure a high ROI for your program. Take ambassadors’ feedback seriously to ensure you’re continuing to meet their needs and providing a positive experience.

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Once your ambassador program gets up and running, it can be a powerful addition to your marketing strategy. Your ambassadors can help you connect with new potential donors and spread awareness of your mission more effectively. With these tips, you’ll make sure they have everything they need to perform their roles at a high level.

If you’re a nonprofit professional looking for an affordable way to expand your organization’s online presence and reach a wider audience, then you’re in the right place. The Google Ad Grant offers eligible nonprofits up to $10,000 a month in free advertising on Google.

But with so many organizations vying for the grant, how do you stand out from the competition and secure the funding you deserve? That’s where this guide comes in.

Whether you’re a tech-savvy marketer or a nonprofit newbie, we’ll teach you how to apply for the Google Ad Grant and ensure that you’re prepared to maximize the benefits of free ad spend. Let’s get started!

FAQs About the Google Ad Grant Application

Before we dive into the specifics of the Google Ad Grant application process, let’s answer some frequently asked questions.

1. What is the Google Ad Grant?

The Google Ad Grant is a powerful digital marketing tool that provides eligible nonprofits with up to $10,000 in free ad spend per month. The grant can be used to create search ads in order to drive more traffic to the nonprofit’s website or to attract more donations and volunteers.

Here’s how it works: With a Google Ad Grants account, you create ads to show on Google Search. When a user searches for terms relevant to your nonprofit’s cause, your ads will appear either independently or in positions below paid ads.

For more information on the Google Ad Grant, watch this video:

2. What are the benefits of applying for the Google Ad Grant?

The Google Ad Grant program empowers nonprofits to target specific keywords relevant to their cause and optimize their online presence. That way, when someone searches for a term related to your mission, your content is most likely to appear at the top of the search results and attract their attention (as well as their support).

Plus, the Google Ad Grant program provides access to free ad spend. Rather than having to allocate a significant portion of your budget to digital marketing, you can invest in other critical areas of your organization’s operations and programs.

3. How long does the Google Ad Grant application process take?

The timeline for the application process can vary based on several factors, including the responsiveness of your nonprofit, the completeness of your application, and the volume of applications being reviewed by Google.

How to Apply for the Google Ad Grant in 5 Steps

Now that you know what the grant is and how it can benefit your nonprofit, let’s explore how to effectively apply for the Google Ad Grant:

1. Verify your organization’s eligibility

To be eligible to apply for the Google Ad Grant, your organization must:

• Be a verified nonprofit. Nonprofits need to be a verified nonprofit in their country of operation. In the United States, this means achieving 501(c)(3) status.
• Enroll in Google for Nonprofits or TechSoup. If your organization is not already registered with TechSoup or Google for Nonprofits, sign up and complete the registration process. These platforms help validate your nonprofit status.
• Have a functional and secure website. You must have a functioning website with substantial content related to its mission and programs. The website should also be HTTP-certified.
• Comply with Ad Grants policies. Agree to comply with all Google Ad Grants policies and guidelines, including those related to acceptable content, quality standards, and website requirements.

Keep in mind that eligibility requirements may vary slightly depending on the country or region where the nonprofit operates. Review the specific guidelines provided by Google for Nonprofits in your respective country to ensure you’re compliant.

3. Complete the Google Ad Grants enrollment process

Visit the Google Ad Grants website and follow the instructions to enroll your organization. Provide the necessary information about your nonprofit, such as:

• Basic information about your nonprofit organization, such as its name, address, and website.
• Your organization’s registered charity number or equivalent legal status documentation.
• The location and type of activities your nonprofit conducts.
• Your organization’s mission statement and how Google Ads will help further that mission.
• A brief summary of your current online advertising efforts, if any.
• A description of the target audience for your ads.
• Your marketing goals and what you hope to achieve with the Ad Grants program.

It’s important to fill out the eligibility form accurately and completely, as incomplete or inaccurate information may delay or prevent your nonprofit from being approved for the Google Ad Grants program.

3. Build a strong website

Ensure that your website has relevant and high-quality content that aligns with your organization’s mission and the keywords you plan to target in your ad campaigns.

In addition to designing informative and engaging pages that provide value to visitors, you should:

• Write clear calls to action (CTAs). Place clear and compelling calls to action throughout your website to encourage visitors to take desired actions, such as donating, signing up for newsletters, volunteering, or attending events. Make the CTAs prominent, easily clickable, and enticing, so visitors are more likely to engage with your organization.
• Ensure a mobile-friendly design. Optimize your website for mobile devices as a significant portion of online traffic comes from mobile users. Ensure that your website is responsive and provides a seamless user experience across different screen sizes and devices. Mobile-friendly websites are preferred by Google and offer a better experience for your visitors.
• Set up conversion tracking. Implement conversion tracking and use analytics tools, such as Google Analytics, to measure the effectiveness of your Google Ad Grant campaigns and website performance. Track key metrics like click-through rates, conversions, and bounce rates to gain insights into the impact of your ads and identify areas for improvement.

By following these tips, you can enhance the user experience, increase engagement, and maximize the impact of your Google Ad Grant campaigns. Remember to regularly review and optimize your website based on user behavior and campaign performance data to continuously improve your results.

4. Craft compelling campaigns

Develop an effective advertising strategy to promote your organization and its initiatives. This involves:

• Identifying target keywords. Conduct thorough keyword research to identify relevant and targeted keywords for your ad campaigns. Use tools like Google Keyword Planner to discover keywords with high search volume and low competition. Focus on keywords that align with your nonprofit’s mission, services, or target audience.
• Creating engaging ad copy. Craft compelling ad copy that grabs the attention of your audience. Highlight your nonprofit’s unique value proposition and include a clear call to action. Use language that resonates with your target audience and showcases the impact of their support.
• Designing compelling landing pages. Ensure that your ad campaigns direct users to relevant landing pages on your website. For instance, if you’re asking users to donate, the CTA should link to the donation page on your website. These pages should have clear and concise information and easy navigation to encourage conversions.

Continuously test and optimize your ad campaigns to improve performance. Conduct A/B testing by creating variations of your ads and measuring their effectiveness. Test different headlines, ad copy, call to actions, and visuals to identify what resonates best with your audience and drives higher click-through rates and conversions.

5. Submit your application

Once you submit your application for the Google Ad Grant program, it will be reviewed by Google to ensure compliance with the program guidelines and policies. As previously mentioned, the approval process varies but typically takes a few weeks. During this time, Google may request additional information or clarifications.

Then, you’ll receive a notification from Google regarding the status of your application. If approved, you can begin using your Google Ad Grant to run ads and promote your nonprofit!

A Final Note About the Google Ad Grant Application

The Google Ad Grants program offers a valuable opportunity for nonprofit organizations to promote their missions online with free Google Ads. If you need assistance throughout the application process, consider working with our recommended Google Ad Grants agency: Getting Attention.

Their team of experts will ensure that your nonprofit meets the eligibility requirements, submits a successful application, and leverages the Google Ad Grant effectively.

For more information on the Google Ad Grant, check out these additional resources:

• The Complete Guide to Google Ad Grant Agencies: 5 Options. A Google Ad Grant Agency can optimize and streamline the application process. Explore the benefits of working with an agency like Getting Attention.
• Search Engine Optimization for Nonprofits—Nonprofit Catalog. Once you’re nonprofit is approved for the Google Ad Grant, you will need to implement Search Engine Optimization (SEO) best practices to ensure your content ranks #1 in the search results.
• The Beginner’s Ultimate Guide to Nonprofit Marketing. Learn how to create a comprehensive marketing strategy that combines digital advertising with other traditional methods like direct mail.

Working with the right consultant can change the trajectory of your organization’s fundraising. No matter what kind of support you need, whether it’s planning a capital campaign or conducting a fundraising assessment, a fundraising consultant can help. 

But how do you find the perfect consultant for your organization, and how exactly do you hire one? To help you understand what the fundraising consultant hiring process looks like, we’ll cover the most important elements:

• Assessing Your Organization’s Needs
• Requests for Proposals (RFPs)
• Consultant Research
• Making Your Decision

Once you go through the hiring process, your nonprofit will end up with a valuable resource who can help you make lasting changes to your organization’s fundraising approach. Let’s dive in so you can start reaping those benefits!

Assessing Your Organization’s Needs

Similar to the process you go through when choosing new fundraising software to invest in, you’ll first need to determine exactly what you need from the consultant. Assess your resources, goals, and recent campaign performance to determine which areas of fundraising you need help with. 

Some common focus areas that fundraising consultants can assist you with include: 

• Major donor research and cultivation: If you’re not meeting your fundraising goals because you don’t have enough major donors, a consultant can help you find the most likely prospects and strategically build relationships with them.
• Capital campaigns: Need to fund a major building or project? Your fundraising consultant can conduct a feasibility study to make sure you’re ready, work with you to develop an effective case for support, and see you through the entire planning stage. Plus, they can provide you with ongoing guidance throughout the campaign.
• Strategic planning: No matter what size campaign you’re planning, a qualified consultant will get familiar with your nonprofit’s needs and goals to develop a thorough campaign strategy designed to drive success.
• General approach to fundraising: Maybe your team is new to hosting fundraisers or your traditional tactics just seem to be falling flat. Consultants can train your team on today’s fundraising best practices or even hire new staff members to support your organization’s long-term development.

After determining the type of fundraising support you’ll need from your consultant, be sure to  define specific goals for their involvement. What outcomes do you want to achieve with their help? Set concrete goals, such as securing 10 major gifts within the next year or increasing the total value of individual donations by 20%.

Request for Proposals (RFPs)

Next, you’ll use the goals you set to create an RFP, or Request for Proposals. RFPs are documents your organization creates to outline why you’re searching for a consultant, explain what you’re looking for, and ask prospects to send in proposals for consideration. 

RFPs keep your search on track and give prospective consultants a clear idea of the services you require. To write one effectively, Donorly’s fundraising consultant hiring guide breaks down everything your RFP should include:

• Purpose: Explain why you’re hiring a consultant, what your specific needs are, and what you ultimately hope to achieve. If you need them to work on a specific campaign, explain the basic purpose of the campaign here.
• Organizational information: Give a quick overview of what your nonprofit does and the causes you support. Include information on how long you’ve been operating and the fundraising strategies and tools you already use, as well. 
• Details about the project: Outline the scope, timeline, work expectations, and budget for the project the consultant will work on, including as much detail as possible.
• Goals for the relationship: Define specific success measurements for the project and the consultant’s work. Include how and when you’ll evaluate progress. 
• Submission guidelines: Let prospective consultants know everything their proposals need to include, and set a due date. 

Once you’ve created a draft, run the RFP by your board for final approval. After researching options and selecting consultants you’re interested in learning more about, you’ll send your RFP to each one. Each consultant will then use these guidelines to create their own proposals, which you’ll use to determine the best fit.

Consultant Research

Now that you’ve outlined your needs and goals in your RFP, you can begin searching for potential consultants!

There are multiple avenues for consultant research. Start by reaching out to your colleagues and connections at other nonprofits to ask for recommendations. You might attend nonprofit panels that fundraising consultants participate in to hear about their services. Or, conduct research online using general Google searches or by visiting reputable websites like The Giving Institute or AFP’s fundraising consultant directory. 

As you research consultants, pay attention to each one’s:

• Services and specialties
• Case studies and examples of their work
• Type of organizations they typically work with 
• Fundraising philosophies
• Location or ability to work with you remotely

Take notes on every consultant that stands out throughout your research, then bring your team together to discuss your findings. Based on these factors, narrow down your options to a list of 5-10 consultants you think could be the best fit.

Making Your Decision

As soon as you have your list of prospective consultants, you can jump into the process of sending RFPs and evaluating the candidates. To make a decision, follow these steps:

1. Reach out to consultants and send RFPs: Email or call everyone on your list before sending your RFP to state your interest. Introducing yourself upfront will help you get to know candidates and start relationships off on the right foot. After this initial outreach, send RFPs and give the consultants at least two weeks to send their proposals in.
2. Review proposals: Compile a team of staff members to review the submitted proposals together and discuss each one’s merits. Then, select a few consultants you feel confident about and want to interview.
3. Conduct interviews and check references: Sit down with each of your top contenders and ask them anything more you need to know. For example, if they’ll be training your team, ask them detailed questions about their fundraising training process. Ask for a few references at the interview, then use them to verify the quality of their work. 
4. Create and send a contract: Once you’ve made your final decision, you can draft a contract! Include information about compensation, key performance indicators, and the scope of their responsibilities. 

To make your final choice, consider factors like the quality of the consultant’s previous work, how their proposal aligns with your needs, and their personal fit with your nonprofit’s culture. According to eCardWidget, your company culture is made up of your organizational values, attitudes, and practices. It’s important that everyone working with your nonprofit aligns with its culture to ensure satisfaction. 

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The consultant hiring process can feel like a big time commitment, but think of it as an investment. The more careful thought and dedication you put into the process, the better results you’ll see when you find the right fit. Fundraising consultants can give your organization the tools to thrive for years to come and ultimately do more of what matters, so they’re worth taking the time to find.