Demand Gen BizBlogging about the Demand Generation Business

Google has a really great program for non-profit organizations called Google Grants™. It provides non-profits with up to $10,000 a month in free advertising using the Google AdWords™ program. Check out the details here.

Non-profits can use these advertising dollars to inform people about there cause, attract donations and find volunteers. I applaud Google for making this program available to non-profits organizations, of which many are challenged today to find both more funding and more volunteers.

A $120,000 per year AdWord budget is big, so big that if I had access to a budget that size (without any risk) for my company, I would be able to generate a ton of incremental business. It stands to reason then, the non-profits could also benefit substantially from this program. The problem is that running an AdWord campaign requires an investment of time, people resources, program knowledge and other assets (like landing pages, lead-management systems, inquiry routing processes, etc.) to make it work. Funny thing is, all these are things that most non-profits don’t have.

A colleague of my by the name of Colleen, recently took it upon herself to address this issue and provide some pro bono work to help non-profits take advantage of the Google Grants program. She is helping with the application, creating the ads, developing the key words list, designing the landing page, mapping out the follow-up processes and a whole lot more. She says “it’s all about the good karma”. I think she’s right. Without her help, the non-profits would likely not be able to take advantage of the program.

Pro bono is Latin and means “for the good of the public” and is generally used to describe professional work undertaken voluntarily and without payment as a public service. Colleen as a professional Marketer is using her skills and experiences to help non-profit organizations. Pro bono work is not new as Lawyers have a long standing tradition of providing a certain amount of their time to assist those that do not have the skills or resources to navigate the legal system. What is new and interesting is that the Google Grants program creates a framework of resource requirements and complexity (like the legal system) that may be best navigated by a professional Marketer not a layperson. I think this is an opportunity for Marketers everywhere to lend a hand.

Maybe as Marketers (and humans) we all need to volunteer some of our time and provide pro bono work to help these non-profit organizations take advantage of this program. Maybe in the past it was unclear where and how you could volunteer by using your unique skills and experiences as a Marketer. I think the Google Grants program might be the opportunity you have been waiting for. Take a look at the program and see if you can help. I guarantee there is a non-profit organization in your area that will be pleased you did. Good karma for all.