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le Ad Grants to Nonprofits – Eligibility and Application Process //

Isabella Payne, photo

Google offers a fantastic grant program that can help you raise awareness, attract donors and recruit volunteers.

Every qualifying nonprofit can spend up to $10,000 USD per month on advertising (amounts limited to $329 USD per day) to display search ads on You can still purchase additional Google Ads in a separate account.

Even though the grant process can be confusing, it is much simpler than other grant processes. A third-party verification process is followed by an application to Google. Both processes are fairly simple.

These are the steps to follow:

1) Confirm that your organization is eligible

In good standing, you must be a non-profit charitable organization.

Non-eligible Entities

It is impossible to be:

  • Organization or government entity
  • Hospital
  • Healthcare organization
  • School, university, or academic institution (but Google also offers programs to help you learn).


However, you can still be a non-profit in the healthcare sector, such as one that works in research or awareness rather than being a provider of healthcare services.

The philanthropic arm of educational institutions is also eligible.

If your organization is located near one of these non-eligible types you might still be eligible.

Eligibility requirements

These eligibility requirements must be met by your organization.

  1. Register as a charity organization in an eligible country. Google uses TechSoup for verification of the eligibility of non-profit organizations. They are responsible for the majority of the eligibility process.
  2. Respect the requirements of your organization’s home country. Check out the country requirements list for your country.
  3. Accept the Google for Nonprofits Terms and Conditions.



Your organization must not discriminate against any individual or group of people when hiring/employing or administering programs or services. This includes on the basis or sexual orientation and gender identity.

2) Register with TechSoup to Validate/Qualify your Nonprofit

What is TechSoup?

TechSoup provides a method for validating/qualifying nonprofits thereby allowing them to participate in grants, discounts or other partnerships with technology vendors seeking to support nonprofit organizations throughout the world.

The Process

TechSoup membership is completely free.

Register for a TechSoup account at TechSoup.

If your organization isn’t already on TechSoup log in and navigate to “Your account” before proceeding to “Add an Organisation”.

Information about your organization will be required, including its charitable status, EIN and legal name, annual operating budget, type of organization, and type. Specific documents may be required, such as the IRS charity classification letter for your organization.

TechSoup will require sufficient evidence to validate your nonprofit or religious status.

The relevant government authority will require you to show proof that your organization is registered as a non-profit or religious organization. TechSoup suggests that proof could include the following:

  • You can link to an official government database that proves your organization’s status.
  • Certificate of incorporation or registration
  • A letter from the relevant government agency confirming your organization’s registration status
  • A copy of an official gazette, journal, or other government publication that demonstrates your organization’s registration status.
  • Copies of the governing documents for your organization, including, if applicable, a translation into English. An unofficial translation is acceptable.
  • You can provide a link or a copy of the relevant local law that governs your organization’s legal form or status. Please note any sections and include an English translation (an informal translation is acceptable).
  • To supplement your application, please provide proof that your organization is a member of an umbrella or NGO network.


Get Your Validation Token

After you have successfully completed the TechSoup validation process you can request your token to use in the Google Ad Grant process.

TechSoup ValidationTokens unique codes allow 501(c),(3) nonprofits to receive nonprofit offerings from TechSoup partners.


Annual Budget

An estimate of the annual operating costs for your organization’s programs during a fiscal year is called an annual operating expense. This is the line 18 or 17 of IRS Form 990EZ for organizations that are 501(c), (3). It was reported to IRS in the most recent filing year. This may also be called the “adopted budget” of each branch for public libraries that do not have 501(c),(3) status.

Churches and Religious Organizations

TechSoup will confirm your tax-exempt status by requiring you to obtain a formal 501 (c)(3) determination letter or cover from a parent church.

3) Request a Google account for non-profits

Register Using a Google Account

This process requires that you use the Google account for the organization and not your personal Google account (e.g. If possible, use a Google account that is used for the organization and not the personal Google account (e.g. Gmail or GSuite/Google for Workplaces) of a member. If you don’t have an account that is suitable for this purpose, consider creating one. It is easier to have a Google account that is representative of the role (that anyone can fulfill) than a single person. Organizational members change and move around. This account will be used for both the application process as well as the Google Ads account to use with the Ad Grant.

The Process

Go to the Google for Nonprofits page and click on the “Get Started” button at either the top or bottom.

To make new requests, your Google account will be added to the Google for Nonprofits administrator for you organization.

Google will ask you a few questions during the process.

  1. Verify that you are a charitable organisation and not a non-eligible entity (e.g. school, hospital, gov’t).
  2. Your country or region is where your nonprofit is located.
  3. These are the things you will need

    • The full legal name of the organisation
    • The EIN (nonprofit ID), of your organization.
    • The physical address of your organization
    • Online contact information for your organization (email address, website)
  4. Are you a TechSoup member?

    • You will need the TechSoup validation token if you already have one (see above).
    • Google will ask you some questions and give that information to TechSoup, who will contact the user during verification. Google claims that the verification process may take up to two weeks. Once it is completed, you will receive an email to the address provided. It can take up to 30 days, but you might be surprised if it takes longer.


Completion of the TechSoup process before proceeding to this step with Google

Before you sign up for Google for Nonprofits, I recommend that you complete the TechSoup verification. This will allow you to directly participate in the process and resolve any issues. You may also want to look at the TechSoup site for other opportunities offered by technology vendors.

Are you located outside the United States

The US sends Google the information you provide in the Google for Nonprofits Account Request directly to TechSoup, so that they can verify your organization’s affiliation and confirm that you are.

If you are outside the US, please register directly with your local TechSoup partner.

4) Application for Google Nonprofits products

Once your organization has been verified you can apply for one or several of the Google for Nonprofits products through your Google for Nonprofits Account. You are likely interested in the Google Ad Grants Program. However, there are other services available.

Google Workplace

You can make your nonprofit more efficient by using collaborative apps like Google Docs, Docs Calendar, Drive, Drive, Drive, Drive, and Google Meet.

YouTube Nonprofits Program

With YouTube Giving features (available in America), you can build a global audience or make it easy for supporters of the channel to donate.

Google Earth and Maps

Data visualizations can be used to show information about impact and map key resources in your community.

5) Fill out the Ad Grants Eligibility form

The process is quick, taking about 10-15 minutes to complete and submit. The average review period takes around 3 days.

6) Submit your Ad Grants Activation request

Go back to the Ad Grant activation page and complete your activation request. You should receive an email at your address within a few days.

7) Accept the Billing Profil.

An email will be sent to you confirming the acceptance of the Google payments profile that is associated with your Ad Grants Account. This will enable you to manage your payments profile and receive emails on behalf of it.


The email you receive will contain an expiration date. Make sure you check your email regularly and take action as soon as possible.

Do not add any credit card information in the billing profile, even if requested.


Keep checking back for more posts about setting up and managing Google Ads campaigns, and how to make the most of your Google Ad Grant.

The post Google Ad Grants to Nonprofits – Eligibility and Application Process was first published on Vance Bell in Philadelphia, PA.

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