Tools to help stop not-for-profits bidding on another charity’s branded keywords.

If you work at a not-for-profit, you've likely had heated discussions about someone bidding on your branded terms on Google.

Bidding on a competitor's brand is common practice among businesses, however, when applied to charities it's both ineffective and harmful.

Why? It inflates costs across the not-for-profit industry, hurts smaller charities and confuses donors. 

This is not just an issue we're passionate about. It's an ongoing problem that the NFP industry is trying to address, and we’re proud to work with the Fundraising Institute Australia to develop tools to help stop this practice.

Read more about this issue on ProBono News and Fundraising & Philanthropy Magazine.

In the end, collective action – a sector-wide agreement prioritising fair play and mutual respect – is the only way to stop the poor practice of paid search brand attacks.
Richenda Vermeulen
CEO & Founder

Instructions to help you take action

We collaborated other fundraising agencies to provide Fundraising Institute Australia with a guide to stop competitor keyword bidding.

Download it here.

Add your name to the exclusion list

Want to avoid other not-for-profits using your branded keywords, and vice versa? ntegrity has created an exclusion list that you can add your name to and upload to your google ads account.

Here's how to use it.

Frequently Asked Questions

What is keyword targeting?

Keyword targeting is the most common way to target paid search advertising campaigns. You select relevant keywords your donors may use and bid on them, so when they are searched, your ad appears.

What is bidding on a competitor's branded keyword?

Why is it unethical?

How do I know if this is happening to me?

What can I do?

I've accidentally bid on a competitor's keyword before. What can I do to stop this from happening again?

What is an exclusion list?