The Build Good Fundraising Podcast #94: How Google ads can help you find new donors and grow your fundraising, with Kevin Harwood
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May 8, 2024 Kevin Harwood, a leading Canadian advertising specialist, shares his expertise on leveraging Google ads for nonprofit fundraising. He emphasizes that online advertising isn’t just about quick returns but building long-term donor relationships through storytelling. The discussion covers diverse formats like search, display, and video ads, offering insights for nonprofits with small budgets. Harwood also highlights effective engagement strategies, the importance of targeting demographics, and using platforms like YouTube to connect meaningfully with potential supporters.
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Focus Ads on Engagement First
- Avoid expecting immediate monetary return from digital ads; focus on engagement and brand awareness instead.
- Use ads to tell your nonprofit's story and build long-term donor interest without pushing for instant donations.
Digital Ads Need More Value
- Digital ads require providing real value to audiences as they grow immune to direct asks.
- This shift forces nonprofits to deliver more meaningful content rather than just pushing for instant donations.
Use Broad Demographic Targeting
- Target broad demographics rather than only obvious groups to cast a wider net for supporters.
- Consider indirect potential donors like relatives or community members who may refer or support your cause.