AI Essentials for Nonprofits

Google AI multiplies your organisation’s results by helping you drive new connections, build high-quality creative and make confident decisions grounded in insights.

Do you have the essentials to succeed with AI? Once you've set your marketing goals and aligned your efforts to your broader organisational priorities, review the checklist below for ways to supercharge your marketing with Google AI today.

 

  Get ready with the right foundation

Strengthen your measurement strategy with high-quality data to guide Google AI to better maximise your ROI and digital marketing outcomes. First-party data is especially valuable because it comes from the direct relationships that you have with your supporters.

 Establish robust site-wide tagging with the Google tag, so you can capture the data that matters most to you.

 Set up enhanced conversions to improve the accuracy of your conversion measurement.

 Assign values to your conversions based on your organisation’s goals (e.g. donations, newsletter sign-ups or lifetime value).

 Upgrade to Google Analytics 4 to gain deeper insights across your websites and apps. With predictive and modelling capabilities, Google Analytics 4 helps you prepare for the future of measurement.

  Take action to maximise results with AI-powered campaigns

AI-powered campaigns help you optimise performance in real time to get more conversions and value from your Google Ad Grants budget. Find untapped demand and drive incremental results from new search queries, channels and audiences.

 Activate the Ads power pairing. Combine AI-powered search campaigns with broad matchto drive more conversions across all of Google.

 Use value-based Smart Bidding across campaigns to invest in the conversions that are worth the most to your business.

 Improve your performance with strong creative inputs – create a wide range of text assets and invest in the creative on your website.

  Shifts mindsets to set your org up for success

To unlock the full benefits of Google AI, organisations need to take concrete steps to test new approaches and achieve greater agility to shift budgets to the biggest opportunities.

 Engage your C-suite to reframe marketing as a profitable growth driver instead of a cost centre. Directly align marketing KPIs with business goals and partner with your CFO to quantify marketing’s impact on key financial metrics.

 Create a culture of experimentation (test, learn, scale).

 Stay agile and break down silos (data, budget and channel silos).