Google has added an extra US$200 million to its annual Ad Grants commitment, which sees it offering a total of $1 billion to better support non-profits this year.
The extra $200m is specifically to help non-profits around the world tackling issues such as the Covid-19 response and recovery, especially in developing economies, and in fighting racial injustice around the world.
This follows Google’s $12m commitment in cash grants from Google.org and $25m in Ad Grants to advance racial justice, announced earlier in the year. The US’s NAACP Legal Defense and Educational Fund, Inc, and the United Negro College Fund (UNCF) are among the first to receive these additional ad grants, with Google to offer additional Ad Grants to more than 100 other racial justice institutions across the globe in the coming weeks.
To aid Covid-19 response and recovery, Google will be awarding additional Ad Grants to non-profits serving vulnerable populations in developing economies such as South Africa, Kenya, Brazil, Mexico, India and Thailand.
In addition, to make it easier for qualified nonprofits to receive Ad Grants, Google has reduced its application process from 14 steps to two, and also expanded Ad Grants to sixteen new countries.
Google has given qualifying non-profits $10,000 in in-kind Google Ads advertising every month since 2003. Ads are text only and appear solely on Google search results pages, in positions below the ads of paying advertisers.