A group of 21 charities benefited from £16,400 worth of free search advertising by Google during December, double the amount the search engine usually offers to good causes.

Google usually offers £8,200 to good causes selected but this year it has been doubled.

Charities involved were selected by Google or nominated by software firm The Access Group, which supported the charities involved.

Charities involved saw a combined total of 42,947 clicks to their websites throughout December, which is a 37% increase on the previous year.

Among charities chosen was Hammersmith, Fulham, Ealing and Hounslow Mind, which used the advertising space to promote its 30 for 30K campaign. During the free advertising period it saw a 52% increase in clicks and an 85% rise in impressions.

“As a nonprofit organisation our marketing budget is extremely limited so this boost not only increased our visibility, but enabled us to engage businesses and residents in a meaningful way,” said the charity’s head of marketing and communications Nicholas Smith.

“The winter months often see a rise in mental health challenges, with many individuals struggling with loneliness, financial pressures, or heightened stress.

“The additional grant came at a perfect time allowing the charity to significantly increase its outreach, ensuring more people were aware of the mental health support available to them.”

Another charity involved was the European Society of Endocrinology (ESE), which saw an 11% increase in clicks during December’s double grants period.

Victoria Withy, the charity’s head of membership, communications, and marketing, said: “This couldn’t have come at a better time. We had three major campaigns running simultaneously - conference registrations, abstract submissions, and membership renewals - and the extra visibility has made a difference.

“The increased clicks and impressions gave us a head start on our campaigns, driving more engagement and setting the stage for a successful year ahead.”

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