GOOGLE FOR NOnPROFIT
PRO BONO
The term pro bono comes from Latin and means "for the good of all". Usually this term refers to the legal field, offer your legal service to third parties in need; very popular in the United States but in recent years is also popular in Italy
Moreover, the beneficiaries of this type of activity are usually disadvantaged groups and non-profit organizations, especially during periods of crisis and severe social hardship, such as the one we are currently experiencing with Covid-19.
For example, in the United States, Article 6.1 of the Model Rules of Professional Conduct is considered an ethical obligation for all lawyers, requiring at least 50 hours per year of pro bono work in support of disadvantaged individuals.
Clearly, beyond charitable work for third parties, what also benefits is reputation, and today we know how important it is to build a strong online reputation.
In fact, when it comes to reviews, today before making an online purchase, booking a trip, a hotel, or anything else, we tend to read one review or another in order to make a final decision. For this reason, building a strong online reputation is essential, and the company that understands this best and bases its marketing strategy on it is Google.
In the United States, even companies operating in the fields of innovation and technology commonly offer their professional contribution for charitable purposes. After all, what is good for the soul is also good for reputation, and among these companies is the giant Google as well.
However, during this period of severe crisis caused by the effects of the coronavirus, non-profit organizations have also been heavily impacted.
The cancellation of fundraising events and the closure of stores have put many organizations in difficulty, as they struggle to find new funds and volunteers to support and finance their charitable activities.
GOOGLE FOR NOnPROFIT
Google that knows well the value of online reputation has created a special section for non-profit where it makes available its services for this kind of charity purpose. This initiative has no expiry date, which you can join at any time provided you have requirements.
The goal, in fact, is to support non-profit organizations free of charge by helping them gain visibility, attract new supporters, and raise additional funds. These activities are usually very costly to carry out on Google, but in this case, if Google’s requirements are met, they are provided at no cost.
Moreover, the products available for non-profit organizations include:
Gsuite for Nonprofits. It includes the full suite of Google’s integrated apps designed to support effective collaboration within non-profit organizations, enabling teams to communicate more efficiently. The Gsuite package includes Gmail, Docs, Calendar, Drive, and Google Meet. Gsuite helps coordinate teamwork by allowing collaborators to work together and manage their resources in one place, from anywhere and on any device.
Google Ad Grants. It is possible to use search network advertising to attract a greater number of online donors. Google provides up to $10,000 per month in advertising credit for nonprofit organizations, specifically for text ads on the search network. This helps raise awareness around charitable causes, drive more traffic to the website, reach a more specific audience, and monitor campaign performance.
Youtube. It is able to emotionally engage the target audience through the use of video storytelling.
Google Earth and Google Maps. With this tool you can use the dynamic maps of Google useful to increase the involvement of supporters through the creation of virtual tours and detailed views of data.
CASE STUDIES
ANAHEIM BALLET & YOUTUBE
It’s an association that spreads ballet culture. The association usually uses to perform its live shows locally. The objective of Anaheim Ballet was to spread the culture of the dance outside the local community.
Thanks to this, the association was able to reach millions of viewers without ever leaving its stage. As a result, Anaheim Ballet succeeded in establishing a direct relationship with its audience and attracting new supporters from all over the world.
JANE GOODALL INSTITUTE
The Jane Goodall Institute is named after its founder and is dedicated to preserving animals and their habitats in Africa, with a particular focus on chimpanzees. The organization is able to fund projects aimed at achieving this goal. In 2006, it began sharing updates on its projects online, and the integration of Google Earth maps gave the Institute the ability to share deforestation data with local authorities, government officials, and financial supporters.
As a result, the use of this technology helped local authorities manage and monitor the condition of their forests more effectively.