Paid Traffic for Non-Profits, with Sean Moher
Episode 227
How do you amplify a message when you can’t lean on traditional justifications like “because we’ll make a profit out of this”?
In the for-profit world, the justification for marketing spend is straightforward: you put money in to get more money out. But how do you amplify a message when you can’t lean on traditional bottom-line justifications? For non-profits, associations, and social enterprises, the “profit motive” is replaced by a mission, yet the fundamental challenge remains identical—you must find and keep your “customers,” whether they are donors, members, or beneficiaries.
Marketing in the non-profit sector isn’t just about “pulling heartstrings”; it is about solving a business problem using the same tools as the private sector. Whether you are a plumber looking for a lead or a foundation looking for a donor, revenue is the common denominator that keeps the lights on.
In this episode, we explore how organizations can move beyond “waiting to be found” by using paid traffic as an accelerant. We will dive into why Mission-Based organizations should look at paid Traffic. Specifically The Google Ad Grant program.
Whether you are a for-profit marketer looking to apply your skills to a “3-dimensional” cause or a non-profit leader ready to fill your funnel, it’s time to stop treating marketing as an afterthought and start treating it as a vital utility.
Our guest is a marketing consultant who supports both for-profit and non-profit local service organizations. Through his agency, Harvest Demand, he blends smart digital strategies with practical storytelling to help these organizations grow. He also brings experience in search and AI optimization, as well as leveraging digital advertising, including managing ad grants for non-profits. In other words, Sean’s all about making a real impact for a variety of organizations.
Let’s talk with Sean Moher.
Timestamps/chapters:
00:00 Intro
01:41 Sean defines the Nonprofit Landscape
02:24 What Is Marketing Without Profit? “Finding and Keeping Customers”
03:13 The 3-Party Value Exchange: Mission-Based Value Beyond Transactions
07:06 Emotion vs. Action: Telling Stories That Still Drive Donations
08:02 Measurement Reality Check: Analytics, Funnels & the Awareness Gap
10:39 Why Paid Traffic Matters: Stop Waiting to Be Found
11:34 Google Ad Grant 101: $10K/Month in Search Ads (and Why It’s Not Magic)
14:01 Rules, “Loopholes” & Eligibility: What You Can (and Can’t) Advertise
15:54 Grant Limitations & Strategy: CPC Caps, Leftover Inventory & Testing in Parallel
18:20 AI as a Utility: Faster Research, Better Campaigns & Knowing Your Donor Avatar
23:34 Doing Pro Bono the Smart Way: Aligning with Interests, Boards & Real Impact
26:28 Where to Find Sean + Final Takeaways