GOOGLE FOR NO PROFIT
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
The beneficiaries of this activity are usually disadvantaged groups and non-profit associations, especially in times of crisis and social hardship such as that the Covid-19.
Just think that in the United States to the article 6.1 del Model Rules of Professional Conduct is considered to be an ethical obligation to be followed by all lawyers, of at least 50 hours per year of activity free of charge for the less well off.
Clearly in addition to charitable work vs third parties what benefits is the reputation and we know well today how important it is to build a good online reputation.
Think of the reviews, today before making an online purchase, to book a trip or a hotel or other, we usually read that or that review for the purpose of making a final decision. For this reason it is essential to build our online reputation and those who know this well and on which bases its marketing plan is Google.
In the United States, companies in the field of innovation and technology are also used to offer their work contribution for charitable purposes. Because we know what is good for the soul, it is also good for our reputation and among these there is also the colossus of Google.
In this period of severe crisis due to the effects of Coronavirus even non-profit associations have suffered. The cancellation of the fundraising events and the closure of the stores has put in difficulty the associations that cannot find new funds and volunteers with which they in turn finance their charitable works.
GOOGLE FOR NO PROFIT
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 aim is to help non-profit associations to be known, attract new supporters and raise new funds free of charge. These operations are usually very expensive to support on Google, and in this case if you meet the requirements from Google they are free of charge.
Among the products available for the non-profit we find:
Gsuite for no-profit. It includes the complete package of integrated Google apps for optimal management among the collaborators of the associations in order to communicate more efficiently. In the Gsuite package we find Gmail, Documents, Calendar, Drive and Google Meet. Gsuite helps coordinate the work of collaborators who can comfortably work and manage their resources in one place from any place and from any device.
Google Ad Grants. E’ possibile usare la pubblicità della rete di ricerca, per attirare un maggior numero di nuovi donatori on-line. Google mette a disposizione fino a 10.000 $ al mese per la pubblicità senza scopo di lucro per gli annunci testuali della research network. This helps to raise awareness among users in supporting beneficial causes, bringing more traffic to the site, reaching a more specific target and monitoring traffic.
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 Youtube the association managed to reach millions of spectators without ever leaving its stage. Thanks to the videos on Youtube, Anaheim Ballet has managed to establish a direct relationship with its users and to find new supporters from all over the world.
JANE GOODALL INSTITUTE
Jane Goodall Institute, named after its founder, is responsible for preserving animals and their habitat in Africa, especially chimpanzees. The institution manages to finance projects for this purpose. In 2006 they started sharing updates of their projects on Internet and the integration of Google Earth maps gave them the opportunity to share data on deforestation with local authorities, governors and financial supporters.
The use of this technology has helped local authorities to manage and better monitor the situation of their forests.