#94: How Google ads can help you find new donors and grow your fundraising, with Kevin Harwood

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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Chapters

Transcript

Episode notes

Intro

00:00 • 2min

Engagement Over Immediate Returns

01:39 • 11min

Maximizing Nonprofit Visibility with Google Ads

13:05 • 5min

Understanding YouTube Advertising Formats

17:39 • 2min

Crafting a Digital Strategy for Local Charities

19:34 • 4min

Targeting Donors with YouTube Ads

23:57 • 5min

Navigating Video Advertising for Fundraising

29:26 • 16min

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In our ongoing series on new donor acquisition, we’re talking to one of Canada’s most sought after advertising specialists about how to use Google ads to boost your fundraising.

Kevin Harwood manages more than $10m in ad spend for nonprofits across North America, and is at the forefront of what is working…and isn’t.

On today’s show, we get into:

How to think about online advertising (hint: it’s not about an immediate return on your investment)
What options your nonprofit has when it comes to Google ads (search, display, video)
How to choose which advertising format makes the most sense for you
What you can do with a small budget

Kevin runs his own consultancy where he works with some of the biggest nonprofit brands to create advertising that builds trust and long-term donor value.

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➡️ Join our FREE training on how to create compelling fundraising messaging that leads donors to action and raises more money, from more people, more often—simply by changing the words you use: https://www.5minutefundraisingfix.com/register

🤔 What else would you like to know about improving your fundraising and becoming an effective nonprofit marketer? Connect with Mike Duerksen on LinkedIn: https://www.linkedin.com/in/mikeduerksen/

🔔 Follow the Build Good Fundraising Podcast on your favourite podcast app—and never miss a new episode: https://buildgood.com/category/podcast/

❤️ And if you haven't yet, subscribe to our Youtube channel for more fundraising videos and actionable strategies that will help you grow your revenue and impact: https://www.youtube.com/@buildgood?sub_confirmation=1

Thanks for listening!

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#Fundraising #Nonprofit #Philanthropy #Marketing

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