Explain your work in video
YouTube Ads for Nonprofits
Video can explain a program, the people behind it and how to take part. We plan the message, suitable ad layouts and the next step, then distinguish views from gifts, registrations or inquiries.
Introduce your work on visual channels
Give people a reason to explore your cause.
Demand Gen uses images and video across eligible Google channels where people browse. A useful campaign connects that introduction to a program, giving or participation page with a clear next step.
Separate paid campaign scope
Demand Gen is a separately paid campaign option. It is not part of the nonprofit’s $10,000 Ad Grants credit; grant Performance Max is a different, restricted configuration.
The campaign, made visible
See what this option needs to do.
One illustrative nonprofit campaign. The example is not a promise of placement, eligibility or results.
Illustrative feed placement
An image sequence or short video shows the site, the activity and who can attend.
Measure completed registrations separately from views and actual attendance.
- The goal
- Introduce a conservation charity’s public open day.
- The destination
- An open-day page with date, access information and registration.
- The action to verify
- Measure completed registrations separately from views and actual attendance.
Where and why
Choose the format for a defined job.
Where ads may appear
- Eligible YouTube, Discover, Gmail and Google Display Network placements, selected through available channel controls.
- Maps is a conditional option with additional location requirements and account availability; it is not a guaranteed placement.
When it can fit
- A cause or program that needs a visual explanation before someone searches for it.
- A relevant destination and approved image or video material.
- A paid campaign with valid action tracking and an audience approach permitted for the subject.
What needs to be ready
- Approved images or video that clearly explain the program and invitation.
- A destination page matching the ad and a tested completed-action event.
- A paid budget and a reason for the selected channels.
- Audience, consent and sensitive-category review before launch.
What we evaluate
- Spending and completed actions by the reporting dimensions available.
- Performance of image and video material, with exposure and completed actions kept distinct.
- Valid registrations, gifts or inquiries confirmed beyond the ad report.
Plan with these limits in view.
- A person browsing a feed may need more explanation than someone making a specific search.
- Sensitive causes can restrict advertiser-created audiences and campaign serving.
- Channel availability depends on the ad, audience, settings and account; choosing a channel does not guarantee delivery.
Campaign availability and policy can change. Google’s current Ad Grants campaign guide explains Search, Performance Max and grant inventory limits.
Before you choose
Questions about demand gen for nonprofits.
How does Demand Gen differ from Search?
Search answers something a person is already looking for. Demand Gen introduces the work while they browse, so the explanation and invitation must make sense without that search context.
Can we select YouTube without every other channel?
Current channel controls allow supported manual choices, including YouTube formats. We review compatibility and available settings for the actual campaign.
Does it include remarketing automatically?
No audience use should be assumed. We assess whether visitor lists, other audience options or contextual approaches are permitted and useful for the cause and campaign.
Keep exploring
Compare another advertising option.
Image ads on websites and apps
Google Display Ads for Nonprofits
Display ads combine images and text while people browse. We start with a program people can recognize, a readable invitation and the page they will reach, then review where the ads appear and what follows.
An audience approach that needs review
Google Remarketing Ads for Nonprofits
Remarketing can reach eligible people who previously engaged with your website or app. Before proposing it, we review the cause, the page, consent and audience rules. A visitor list is not appropriate for every nonprofit or program.
Keep exploring
Connect the format to a nonprofit goal.
Nonprofit fundraising
Donation Marketing for Nonprofits
Someone searching for a local cause may be ready to help. A relevant Google ad can bring them to a donation page that explains your work, how gifts support it and how to give. The useful result is a completed gift, followed by the care your nonprofit gives each donor.
Nonprofit events
Event Marketing for Nonprofits
Your event needs people who understand what it is, when it happens and why they should take part. Google advertising can connect a relevant search with a page that answers those questions and leads to a completed registration or ticket purchase.
Nonprofit programs
Program Marketing for Nonprofits
A family looking for a class needs answers before it can register: who the program is for, where it runs, what it costs and whether places are available. Google advertising can connect that search with a specific program page and a clear next step.
Volunteer participation
Volunteer Recruitment for Nonprofits
People who want to help need to know what the work involves and whether they can do it. A relevant Google ad can lead to a volunteer page with real roles, schedules and requirements, then an application your team is prepared to review.
Your next step
Bring one goal. Choose the support that fits.
Tell us the program or cause, the people you want to reach, your grant status and what your team can follow through on. We’ll discuss the campaign fit, the work required and the right support.