Applying for Google for Nonprofits

Google for Nonprofits is the gateway to accessing Google Ad Grants and other valuable nonprofit resources. This comprehensive guide walks you through the application process, including insider tips that significantly improve your approval chances based on real-world experience helping nonprofits get approved.

What is Google for Nonprofits?

Google for Nonprofits is Google’s program that provides eligible organizations with free and discounted access to Google products and services, including:

  • Google Ad Grants: $10,000/month in free Google Ads
  • Google Workspace for Nonprofits: Free email, storage, and collaboration tools
  • YouTube Nonprofit Program: Enhanced features for video content
  • Google Maps Platform: Credits for location-based services
  • Google Earth and Maps: Advanced mapping tools

Important: You must be approved for Google for Nonprofits before you can apply for Google Ad Grants. This program serves as the verification and eligibility gateway for all Google nonprofit offerings.

Back to Top

Pre-Application Requirements

Back to Top

1. Nonprofit Status Verification

Ensure your organization has:

  • Current 501(c)(3) status (US) or equivalent nonprofit status in your country
  • Active registration with government authorities
  • Up-to-date documentation including IRS determination letter
Back to Top

2. Website Requirements

Your website must demonstrate organizational legitimacy:

  • Professional design and functionality
  • Current, accurate content about your programs and impact
  • Clear contact information including physical address
  • Secure HTTPS connection
  • Mobile responsiveness
Back to Top

Critical Pre-Application Tips for Success

Based on extensive experience with nonprofit applications, these specific steps dramatically improve your approval chances:

Back to Top

Add Your EIN to Your Website

Why This Matters: Google’s verification process often cross-references your EIN with public databases. Making this information easily accessible shows transparency and legitimacy.

How to Implement:

  • Add your EIN to your website footer (most common and effective location)
  • Include it on your “About Us” or “Legal” page
  • Format clearly: “Tax ID/EIN: XX-XXXXXXX”
  • Ensure it’s visible on all pages via footer inclusion

Example Footer Text:

[Your Organization Name] | Tax ID: 12-3456789 | 501(c)(3) Nonprofit
Back to Top

Use Your Organization’s Domain Email

Why This Matters: Applying with a gmail.com or other free email service can trigger additional verification steps or delays.

Best Practices:

  • Use an email address ending in your nonprofit’s domain (@yournonprofit.org)
  • Apply from a staff email address, not a board member’s personal email
  • Ensure the email account is actively monitored and professional
  • Use standard prefixes like admin@, info@, or director@yournonprofit.org
Back to Top

Create a Strong “About Us” Page

Why This Matters: Google reviewers need to verify that the person applying actually works for the organization.

Essential Elements:

  • Staff directory or leadership team section
  • Your name and title clearly listed
  • Professional headshots and brief bios
  • Board of directors information
  • Organizational history and mission statement
  • Current programs and impact metrics

Pro Tip: If you’re not currently listed on the About Us page, add yourself before applying. Include your title, brief bio, and how long you’ve been with the organization.

Back to Top

Set Up Your Goodstack Profile

Why This Is Critical: Goodstack (formerly known as TechSoup Global) is Google’s official verification partner for nonprofit status. Having an active, verified profile can significantly expedite your application.

Steps to Set Up Goodstack:

  1. Visit https://causes.goodstack.io/claim
  2. Search for your organization by name or EIN
  3. Claim your profile if it exists, or create a new one
  4. Upload verification documents:
    • IRS determination letter
    • Current 990 form or annual report
    • Board resolution (if required)
  5. Complete your profile with current information
  6. Wait for verification (typically 3-10 business days)

Important: Complete this step before applying for Google for Nonprofits, as Google will check your Goodstack verification status during review.

Back to Top

Step-by-Step Application Process

Back to Top

Step 1: Access the Application Portal

  1. Go to google.com/nonprofits
  2. Click “Get Started” or “Apply Now”
  3. Sign in with your organizational Google account (using your domain email)
Back to Top

Step 2: Organization Information

Basic Details Required:

  • Legal organization name (exactly as it appears on IRS documents)
  • Doing Business As (DBA) name if different
  • Website URL (must be your primary organizational website)
  • Country and address of your headquarters
  • EIN or Tax ID number
  • Organization type (select the most specific category that applies)

Pro Tips:

  • Use the exact legal name from your IRS determination letter
  • Ensure your website URL matches the domain of your application email
  • Double-check your EIN for accuracy
Back to Top

Step 3: Mission and Impact Information

Required Information:

  • Mission statement (clear, concise description of your purpose)
  • Primary programs and services
  • Target beneficiaries and geographic scope
  • Annual budget or revenue range
  • Staff size and volunteer numbers

Writing Tips:

  • Be specific about your impact rather than vague
  • Use concrete examples of programs and outcomes
  • Avoid religious language if you’re a faith-based organization (focus on charitable work)
  • Highlight community benefit and public service
Back to Top

Step 4: Website Review and Validation

Google will automatically review your website for:

  • Content quality and completeness
  • Technical functionality and security
  • Mission alignment with stated goals
  • Professional presentation and credibility

Before Submitting: Audit your website to ensure:

  • All links work properly
  • Content is current and accurate
  • Contact information is complete
  • Mission and programs are clearly described
  • Privacy policy and terms of service are accessible
Back to Top

Step 5: Document Upload

Required Documents (varies by country):

  • IRS determination letter (US organizations)
  • Recent 990 form or annual report
  • Articles of incorporation or organizational bylaws
  • Board resolution (if applying on behalf of organization)

Document Tips:

  • Upload clear, readable PDFs
  • Ensure all documents show your current legal name
  • Documents should be recent (within 2 years when possible)
  • File names should be descriptive (e.g., “ABC-Nonprofit-IRS-Letter.pdf”)
Back to Top

Application Review Process

Back to Top

Timeline Expectations

  • Automated review: 2-7 business days for straightforward applications
  • Manual review: 2-4 weeks for applications requiring additional verification
  • Additional documentation: May add 1-2 weeks to the process
Back to Top

What Google Reviews

  1. Nonprofit status verification through Goodstack/TechSoup
  2. Website quality and professional standards
  3. Mission alignment with charitable purposes
  4. Organizational legitimacy and operational evidence
  5. Compliance with eligibility requirements
Back to Top

Possible Outcomes

  • Approved: You’ll receive access to Google for Nonprofits dashboard
  • Pending: Additional documentation or information requested
  • Denied: Specific reason provided with appeal instructions
Back to Top

Common Application Mistakes to Avoid

Back to Top

Documentation Errors

  • Mismatched names between application and legal documents
  • Expired or invalid nonprofit status
  • Poor quality scans that are difficult to read
  • Missing required documents
Back to Top

Website Issues

  • Incomplete “About Us” information
  • Missing contact information or physical address
  • Broken links or outdated content
  • Poor mobile experience
  • Missing EIN or organizational transparency information
Back to Top

Application Information Problems

  • Inconsistent information between application and website
  • Vague mission statements that don’t clearly indicate charitable purpose
  • Religious focus without clear charitable component
  • Commercial activities that overshadow charitable work
Back to Top

After Approval: Next Steps

Back to Top

1. Access Your Dashboard

  • Log into your Google for Nonprofits account
  • Familiarize yourself with available programs
  • Set up additional team member access if needed
Back to Top

2. Activate Google Ad Grants

  • Navigate to the Ad Grants section
  • Complete the Ad Grants-specific application
  • Set up Google Analytics and conversion tracking
  • Create your first campaign
Back to Top

3. Explore Other Benefits

  • Google Workspace: Set up professional email and collaboration tools
  • YouTube Nonprofit Program: Enhanced video features and fundraising tools
  • Google Earth: Advanced mapping capabilities for impact visualization
Back to Top

Troubleshooting Common Issues

Back to Top

Application Stuck in Review

Possible Causes:

  • Goodstack verification incomplete
  • Website quality issues
  • Documentation problems

Solutions:

  • Check Goodstack profile status
  • Audit website for compliance issues
  • Contact Google for Nonprofits support
Back to Top

Denied Application

Common Reasons:

  • Nonprofit status verification failed
  • Website doesn’t meet quality standards
  • Organization type not eligible
  • Incomplete or inaccurate information

Appeal Process:

  1. Address specific issues mentioned in denial
  2. Update website or documentation as needed
  3. Submit appeal through Google for Nonprofits portal
  4. Provide additional evidence of eligibility
Back to Top

Expert Tips for Success

Back to Top

Before You Apply

  1. Complete Goodstack verification first
  2. Add EIN to website footer
  3. Update About Us page with current staff information
  4. Audit website for completeness and functionality
  5. Gather all documents in advance
Back to Top

During Application

  1. Use organizational email address
  2. Double-check all information for accuracy
  3. Upload high-quality documents
  4. Write clear, specific descriptions
  5. Focus on charitable impact
Back to Top

After Submission

  1. Monitor email for Google communications
  2. Respond promptly to any requests for additional information
  3. Keep website current during review period
  4. Prepare for Ad Grants application next steps
Back to Top

International Considerations

Back to Top

Country-Specific Requirements

Different countries have varying requirements and processes:

  • Canada: Must be registered with Canada Revenue Agency
  • United Kingdom: Charity Commission registration required
  • Australia: ACNC registration or DGR status needed
  • Other countries: Local nonprofit registration and Goodstack verification
Back to Top

Documentation Differences

International organizations may need to provide:

  • Translated documents (English required)
  • Additional verification from local authorities
  • Currency conversions for budget information
Back to Top

Conclusion

Successfully applying for Google for Nonprofits requires careful preparation and attention to detail. The key success factors are ensuring your Goodstack profile is verified, your website demonstrates organizational legitimacy and transparency, and your application information is accurate and complete.

Taking time to implement the specific recommendations in this guide—particularly adding your EIN to your website, using your organizational domain email, updating your About Us page, and completing Goodstack verification—will significantly improve your approval chances and reduce processing time.

Remember that Google for Nonprofits approval is just the beginning. Once approved, you’ll have access to powerful tools that can transform your organization’s digital presence and fundraising capabilities, with Google Ad Grants being just one of many valuable resources available to help advance your mission.

Ready to maximize your Google for Nonprofits benefits? Ad Grants Pilot helps approved organizations quickly set up and optimize their Google Ad Grants campaigns for maximum impact.

Back to Top