If you run or volunteer with a small nonprofit, chances are you’re doing a lot with a little. Limited staff, tight budgets, and more mission than money. So it might surprise you to learn that Google offers a suite of powerful free tools specifically for nonprofits.
This article walks you through the foundation every nonprofit needs online, plus the bonus layer that Google for Nonprofits unlocks when you’re ready.
Start Here: The Foundation Every Nonprofit Needs
Before anything else, three tools form the digital foundation your organization should have in place. Think of them as the basics.
1. Google Business Profile
Google Business Profile (formerly Google My Business) is the listing that shows up when someone searches for your organization by name or by what you do. It shows your hours, location, phone number, website, photos, and reviews.
Even if you don’t have a physical storefront, nonprofits benefit enormously from a complete and accurate Google Business Profile. It tells Google — and the people searching — that you’re a real, active, legitimate organization.
If your profile is incomplete, outdated, or missing entirely, you’re invisible to people in Cleveland County who are already looking for you.
What to do: Search your organization name on Google. Claim your profile if you haven’t already. Fill out every field completely. Add photos. Post updates regularly. Ask volunteers and supporters to leave honest reviews.
2. Google Search Console
Google Search Console is a free tool that shows you how your website is performing in Google search. It tells you which search terms are bringing people to your site, which pages Google has indexed, and whether there are any technical problems holding you back.
Most small nonprofits have never looked at Search Console. That means they’re flying blind — putting time and energy into a website without knowing whether Google can even find it.
What to do: Go to search.google.com/search-console and connect your website. Verify ownership, check for errors, and look at which searches are bringing people in. Even a quick monthly check tells you a lot.
3. Google Analytics
Google Analytics tells you what happens after people land on your website. How many visitors are you getting? Where are they coming from? Which pages do they read? Where do they leave?
Without Analytics you’re guessing. With it you can make smarter decisions about your content, your donations page, your event listings — everything.
What to do: Set up Google Analytics 4 (GA4) on your website. If you’re not sure how, your web platform — WordPress, Wix, Squarespace — usually has a straightforward way to connect it. Once it’s running let it collect a few weeks of data before drawing conclusions.
Google for Nonprofits: Bonus Tools
Once your foundation is in place, Google for Nonprofits is worth exploring seriously. It’s a program specifically for registered 501(c)(3) organizations that unlocks tools and credits most small nonprofits don’t know exist.
Here’s what it includes:
Google Ad Grants — This is the big one. Eligible nonprofits receive up to $10,000 per month in free Google Search advertising credits. That means your organization can show up at the top of Google search results for relevant searches — people looking for food assistance, environmental volunteering, community programs, whatever your mission covers — without paying a dime for the clicks.
Ten thousand dollars a month in free advertising is significant for any organization. For a small nonprofit it can be transformational.
Google Workspace for Nonprofits — Free or heavily discounted access to Gmail, Google Drive, Google Docs, Google Meet, and the rest of the Workspace suite. If your team is still using a patchwork of personal email addresses and shared passwords, this brings everything under one professional roof.
YouTube Nonprofit Program — Access to features that help nonprofits tell their story more effectively on YouTube, including donation links and calls to action directly on your videos.
Google Maps and Earth credits — Useful for organizations doing environmental, conservation, or community mapping work.
Who Qualifies?
To be eligible for Google for Nonprofits your organization must be a registered 501(c)(3) in the United States, be verified through a third party validation service called Percent, and meet Google’s eligibility requirements. Government entities, hospitals, and schools are generally not eligible, but most community nonprofits are.
The application process is straightforward and free. Start at nonprofits.google.com.
The Bottom Line
Your nonprofit is doing important work. The people you serve — and the donors and volunteers you need to sustain that work — are searching for you online right now. Whether they find you depends largely on whether you’ve given Google the right signals.
The foundation of Google Business Profile, Search Console, and Analytics costs nothing and takes a few hours to set up properly. Google for Nonprofits takes a bit more paperwork but unlocks resources that most small organizations can’t afford to ignore.
If you’re not sure where to start or want a plain English assessment of where your organization stands online, I’m happy to take a look for free.
I’m Brian Tart. I run Brian Goes Local in Shelby, NC and help businesses in Cleveland and Rutherford counties get found online. I’ll take a look for free. Or call 704.300.0252.