Bing‘s market share compared to Google Search is small, but that could change in the near future. A lawsuit against Google is moving through the federal courts alleging that Google has monopolized the online advertising market by acquiring its competitors and forcing businesses and nonprofits to use its products and services.

Without a doubt, more competition is needed in the search and digital ad space and should Google be ordered to sell its advertising platform, Bing is well-positioned to directly compete with Google — especially since Bing announced the integration of ChatGPT into Bing and Edge in February 2023.

Nonprofits are well familiar with Google Analytics, Google Ads, and Google Business Profiles, but most do not know the basics of Bing Webmaster Tools, Microsoft Ads, and Bing Places.

1) Bing Webmaster Tools

Bing Webmaster Tools provide analytics about your website traffic and tools to improve your search results in Bing. To begin, create a Bing Webmaster Tools account and add your nonprofit’s website. You can quickly import your nonprofit’s website and sitemaps if you have a verified Google Search Console account. If not, you can manually add your site by simply entering the URL in the input box and clicking add:

If you add your site manually, you’ll also have to add your sitemap(s) manually. Ask your website editor to confirm your sitemap URL(s), such as and or run a sitemap test to get your sitemap URL(s) and then enter them into Bing Webmaster Tools:

If you add your website manually, you’ll also need to verify your website manually in Bing Webmaster Tools which is the most difficult of the tasks required to complete the sign up process. If you nonprofit’s website has already been verified through Google, then importing your website from Google Search Console is definitely the way to go. If it hasn’t been verified, then it needs to be! Ask your website designer if your website is verified with through Google Search Console and Bing Webmaster Tools.

Finally, while Google Search remains the top source of referral traffic referral for Nonprofit Tech for Good, it is worth noting that traffic from Bing has slightly increased after submitting our site and sitemaps. Submitting your website now could reap significant SEO benefits in the coming years.

Bing Search Performance for

2) Microsoft Ads for Social Impact

In June 2022, Microsoft launched its Microsoft Ads for Social Impact grant. Similar to Google Ads, nonprofits register and if their eligibility is verified, they are granted $3,000 a month to spend on Microsoft Advertising.

According to Nonprofit Megaphone, the Microsoft Ad Grant is unique because it has fewer requirements for compliance than other ad grants available. For example, nonprofits are not required to maintain a minimum CTR (click through rate) to stay compliant with the Ads for Social Impact Grant.

To begin, register for Microsoft’s Nonprofit Program and apply to the Microsoft Ads for Social Impact Grants program. Once approved, browse the Advertising Learn Lab to learn how to use Microsoft Ads which appear in Bing, AOL, Yahoo, and syndicated partner sites. For more information about the ad grants and how they work for nonprofits, read the Ultimate Guide to the Microsoft Ads for Social Impact Grants.

Microsoft Advertising Certification & Badge Programs

3) Bing Places

If your nonprofit is location-based, such as a zoo or museum, odds are that your Bing Places page has not yet been claimed. To begin, do a search for your nonprofit on and follow the instructions to “Claim now” your Places page. You’ll then be able to upload photos, hours, contact information, and complete a verification process to ensure that only staff at your nonprofit has the ability to edit the page.

SFMOMA on Bing Places

Our Certificate in Digital Marketing & Fundraising program covers the fundamentals of website design, email marketing, online fundraising, and social media for nonprofits.

The program requires the completion of three webinars and costs a total of $100 USD. To earn the certificate, you can attend the webinars live or view the recordings – or a combination of both. Learn more & register!