Americans gave $592 billion in 2024. Most nonprofits still lose their first-time donors.
Giving keeps growing, but it's coming from fewer, larger donors. Small and mid-sized nonprofits have to find new supporters, keep them past the first gift and prove the mission works, usually on a tiny budget.
Nonprofits benchmarks
- Monthly Google Ad Grants budget for eligible nonprofits
- Up to $10kMonthly Google Ad Grants budget for eligible nonprofits
- Typical lift in online donations after fixing the donation flow
- +15-30%Typical lift in online donations after fixing the donation flow
- Typical lift in second-gift rate from a welcome and stewardship series
- +10-20%Typical lift in second-gift rate from a welcome and stewardship series
- Typical organic visibility gain on cause and program searches, 6-12 months
- +20-40%Typical organic visibility gain on cause and program searches, 6-12 months
Drawn from Digital Squad engagements with nonprofits. Your realistic range comes out of the audit.
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What holds nonprofits back
The same four constraints show up in nearly every nonprofits engagement we start.
Growth is coming from big donors
Giving USA's 2025 report puts total US giving at about $592.5 billion for 2024, with individuals giving about two-thirds of it. But analysts note the totals are lifted by major donors, while fundraising platforms report fewer small and mid-sized donors. Building a broad donor base takes deliberate work.
Free ad money that goes unspent
Google's Ad Grants program gives eligible nonprofits up to $10,000 a month in search ads. Many accounts spend a fraction of it, or get suspended for falling under the 5% click-through rate rule, because nobody manages them closely.
First gifts that never repeat
Acquiring a new donor costs far more than keeping one. Yet many nonprofits send a receipt, then nothing useful until the next appeal. Without a real welcome and stewardship plan, most first-time donors don't give again.
A donation page that leaks
Slow pages, long forms, surprise redirects to a third-party site and no option to give monthly all lose gifts at the last step. Small fixes to the donation flow often raise more than a new campaign.
What we do differently for nonprofits
Google Ad Grants run like a real account
Campaigns built around your programs, volunteer roles and donation intent, with conversion tracking, smart bidding and the compliance work that keeps the grant active and fully spent.
SEO for the causes people search
Pages that answer what supporters and the people you serve actually search for: your issue, local services, how to help and how donations are used. This builds visibility that doesn't depend on a grant or a budget.
A donation flow built to convert
A fast, mobile-friendly donation page on your own site, suggested amounts tied to real impact, a monthly giving option up front and fewer form fields.
Email that turns donors into regulars
A welcome series after the first gift, impact updates that show what the money did and a clear ask to become a monthly donor. Retention is where most of the long-term revenue sits.
Services that move the needle for nonprofits.
We'll recommend the smallest set that unblocks your actual constraint, not the biggest bundle.
Nonprofits results, in detail.
Full case studies with the numbers, the mistakes, and what we'd do differently.
Nonprofits questions, answered straight.
Usually, yes. Most registered US charities that meet Google for Nonprofits' eligibility rules can apply. The work is in running it well: a 5% click-through rate, meaningful conversion tracking and keywords tied to your mission. A well-run grant can bring steady traffic at no media cost.
How each service works for nonprofits
Other industries we serve
Let's talk about your growth constraint.
A free 30-minute teardown built around how nonprofits actually grow. You keep the findings whether or not we work together.