Google and Salesforce.com have announced that Google AdWords will be integrated into existing Salesforce applications through a new product called Salesforce "Group Edition". The application, targeted at small to midsize organizations, will make it easier to create and manage AdWords campaigns. While some prognosticators and commentators downplay the significance of the alliance, "Group Edition" can benefit NPOs immediately: members of the Google Grants program and nonprofit Salesforce users will gain access to the application for free.

The ability to track responses to advertising campaigns, to see how actual users -- particularly members of the general public outside a known constituency -- are finding and interacting with a web site in response to AdWords, will be one more tool NPOs can use to shape and target their messages. Many people believe this application could be just the first part of a larger alliance between Google and Salesforce. Given that both companies are noted for their commitment to building a better world, nonprofits stand only to benefit by applying for a Google Grant or a Salesforce license donation.

We will be following future developments with great interest. Stay tuned.