LinkedIn ad grant is a program offered by LinkedIn that provides eligible nonprofits with a monthly budget of free LinkedIn ads. The goal of the program is to help nonprofits expand their reach and promote their mission on LinkedIn.
Who is eligible for LinkedIn ad grant?
To be eligible for LinkedIn ad grant, an organization must:
- Be a registered 501(c)(3) nonprofit organization
- Have a presence on LinkedIn through a Company Page
- Abide by LinkedIn’s Advertising Policies
LinkedIn ad grant is available to nonprofits in over 200 countries and regions where LinkedIn campaigns can be activated. Organizations must go through an application process to confirm eligibility.
What is the LinkedIn ad grant budget?
LinkedIn provides eligible nonprofits with a monthly ad budget of up to $10,000 in in-kind advertising credit. This credit can be used to run sponsored content, text ads, and more on LinkedIn.com and its mobile apps.
The monthly ad budget refreshes if utilized. Any unused budget does not roll over to the next month. Nonprofits are expected to utilize their full monthly budget.
How does LinkedIn ad grant work?
Once approved for LinkedIn ad grant, organizations gain access to a self-service dashboard through LinkedIn’s Campaign Manager. This dashboard allows nonprofits to:
- Create LinkedIn ad campaigns
- Target ads based on location, demographics, interests, and more
- Manage campaign budgets and billing
- View campaign analytics and reports
Nonprofits have access to LinkedIn’s suite of advertising options, including Sponsored Content, Text Ads, Dynamic Ads, and more. LinkedIn provides training resources and best practices to help organizations optimize their ad campaigns.
What are the requirements to maintain LinkedIn ad grant?
To remain an active participant in LinkedIn ad grant, nonprofits must:
- Utilize their full monthly ad credit allotment
- Adhere to LinkedIn’s Advertising Policies and maintain a compliant LinkedIn Page
- Participate in periodic check-ins and reporting
- Complete any additional training requirements as needed
If a nonprofit is unable to utilize their full ad credit or maintain compliance, their eligibility may be revoked. LinkedIn provides support resources to help organizations remain in good standing.
How do nonprofits apply for LinkedIn ad grant?
Applying for LinkedIn ad grant involves the following steps:
- Complete the online application form, providing information on nonprofit status, mission, and LinkedIn presence.
- Submit proof of 501(c)(3) status and any other required documentation.
- Once approved, agree to LinkedIn’s Ad Grant Terms and Conditions.
- Complete onboarding requirements including campaign setup and training.
LinkedIn has a limited number of ad grants available so eligibility is not guaranteed. The application process can take several weeks for review and processing.
What are the benefits of LinkedIn ad grant?
Key benefits of LinkedIn ad grant include:
- Increased awareness – Ads help nonprofits reach LinkedIn’s audience of professionals and build visibility.
- Targeted outreach – Nonprofits can target ads using LinkedIn’s extensive demographic data.
- Enhanced engagement – Ad campaigns drive traffic and followers to LinkedIn Pages and websites.
- Measurable results – Dashboards provide insight into campaign performance and optimization.
- Ad credit savings – $10,000 in monthly ad credit provides significant paid marketing value.
With LinkedIn ad grant, nonprofits can run professional ads that might otherwise be beyond their budgets. The program helps level the playing field in digital marketing.
What types of ads can be run with LinkedIn ad grant?
LinkedIn ad grant credit can be utilized for the following LinkedIn ad formats:
Ad Format | Description |
---|---|
Sponsored Content | Publishes branded posts in LinkedIn user feeds similar to organic Page updates. |
Text Ads | Text-based ads that appear in the LinkedIn sidebar and feed. |
Dynamic Ads | Automated ads that showcase specific content to targeted audiences. |
Message Ads | Direct sponsored messages sent through LinkedIn messaging. |
Lead Gen Forms | Ad units that prompt visitors to fill out lead gen forms on LinkedIn. |
Nonprofits should explore all formats to create an effective omni-channel ad strategy on LinkedIn.
What are best practices for LinkedIn ad grant campaigns?
To maximize the impact of their LinkedIn ad grants, nonprofits should follow these best practices:
- Define goals – Set specific campaign objectives like brand awareness, content views, form submissions, etc.
- Target strategically – Use LinkedIn’s detailed targeting tools to reach relevant audiences.
- Test different formats – Experiment with different ad types and placements for optimal results.
- Personalize messaging – Tailor ad copy and calls-to-action for each audience and placement.
- Refine over time – Continuously analyze performance and optimize targeting, creatives, and more.
- Retarget engaged users – Remarket to people who have already engaged with content or ads.
- Promote on other channels – Cross-promote LinkedIn content on website, email, social media, etc.
Taking a strategic approach and leveraging LinkedIn’s suite of options will drive greater nonprofit impact.
What are some LinkedIn ad grant success stories?
LinkedIn highlights several examples of nonprofits seeing tremendous results from ad grant campaigns:
- Alzheimer’s Disease Research increased website traffic by 277% with 8 million impressions.
- Orangutan Foundation generated 2,823 clicks and 476,000 impressions for their volunteer program.
- United Nations Foundation more than doubled their follower growth in just 3 months.
- Charity: Water drove a 130% increase in donation page visits during campaigns.
- American Council on Exercise garnered 2 million impressions promoting certification programs.
With strategic targeting and diverse ad formats, nonprofits across causes have been able to engage their target audiences and advance their missions using LinkedIn ad grant.
Why is LinkedIn ad grant valuable for nonprofits?
LinkedIn ad grant provides enormous value for nonprofits in the following ways:
- Significant ad credit – $10,000 per month enables robust paid ad campaigns.
- Measurable ROI – Clear campaign analytics demonstrate strategy effectiveness.
- Targeted audience reach – LinkedIn provides access to niche, relevant audiences.
- Professional credibility – LinkedIn ads showcase legitimacy to key supporters.
- Level playing field – Ad grant helps nonprofits compete digitally with for-profit marketers.
- Ongoing optimization – Ad credit motivates continuous improvement over time.
- Awareness driver – Ad campaigns build brand visibility among target demographics.
For resource-constrained nonprofits, LinkedIn ad grant can make a huge difference in effectively promoting their organization and fulfilling their mission.
Conclusion
LinkedIn ad grant offers an invaluable opportunity for nonprofits. With $10,000 in monthly ad credit, organizations can implement highly targeted campaigns that raise awareness, drive engagement, and ultimately advance their cause. By following LinkedIn’s best practices around audience targeting, compelling messaging, and performance optimization, nonprofits can maximize their advertising impact. LinkedIn ad grant levels the digital marketing playing field so that mission-driven organizations can boost their outreach through professional platforms.