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The Importance of Your Nonprofit’s EIN

Google has spent recent years cracking down on security, especially for their Ad Grant accounts. One policy they have been particularly consistent with is missing information in regards to online transactions.

Google explains that “[i]f your ad or landing page solicits donations that are tax exempt, please clearly indicate your tax-exempt status on your landing page or donation page, including your charity number. For example, in the United States, 501(c)(3) or 501(c)(4) status is an indicator of the required tax-exempt status.” For U.S.-based nonprofits, that charity number is your Employer Identification Number (EIN).

It is important to include your EIN and explain the type of nonprofit you are in your “About Us” page. It is also a best practice to include your EIN in the footer on every page. Many nonprofits fear that placing their tax number or EIN on their website is unsafe. In reality, however, a nonprofit’s EIN is public knowledge and available for anyone to find. Displaying the EIN allows Google and other users on your site to recognize your site as a legitimate nonprofit.

One of the most common reasons our team at Cause Inspired Media sees for ads being disapproved is missing information. “Omitting material information (that is, important and relevant information) when soliciting a charitable or political donation” is not allowed, says Google. An example of material information being omitted is your nonprofit’s EIN. Leaving this information off your webpage is a policy violation, and your ads will be disapproved if they include a landing page without a proper EIN.

Our Digital Strategist Ximena has noticed a trend in fixing these disapproved ads. “Recently, Google’s algorithm has been frequently disapproving ads for missing information. This is especially true for ads that are clearly asking for donations (monetary or items) or looking for volunteers. We’ve tried re-wording ad copy to not mention ‘donate’ or ‘give back,’ but obviously Google is smarter than this. I’ve seen that ever sine I’ve recommended adding the EIN, our clients have yet to see any of their ads being disapproved for missing information.”

Providing your EIN on every page of your website is vital to the pages you are able to advertise under Google’s policies. Omitting this public information limits your ads and the pages you are able to advertise with the grant. Enhance your credibility and advertising success by adding your EIN in the footer of your website.

If you have questions about including your nonprofit’s EIN, please contact us. We would be happy to help!

By: Katie Kelderman, Digital Strategist