I’ve been thinking a lot about a point raised during a recent workshop on Google Ad Grants led by Davin Oberg and Daryl Oberg from AYD Internet Marketing.

They shared a great insight: Advertising simply amplifies what you already have. If you’re just using your ads for generic “please donate” solicitations, you’re likely missing out.

The real magic happens when you prioritize storytelling over solicitation. Instead of a broad ask, successful nonprofits use the grant to highlight specific, tangible impacts—like providing a $20 school kit. This lowers the barrier for new donors and makes your mission feel immediate and real.

It’s a reminder that even with a $10k monthly budget, the human connection is what actually drives results.

You can read more about the storytelling strategy and other highlights from the session here:

I just finished hosting a session with George Woodard from eLsqrd Media Group, and one of the biggest “ah ha!” moments was his take on “Lead Magnets” for nonprofits.

George explained that we shouldn’t just see leads as data—they are our future donors and advocates. The secret to attracting them isn’t a big “ask,” but a “quick win”. By offering a valuable resource (like a checklist or guide) that solves a specific, immediate problem, you build instant trust with your supporters. It turns a casual website visitor into a real connection.