Organizations like the NAACP, American Red Cross and Direct Relief International use the Grant to advertise their mission on Google for free. If they use it, so should you.
The grant allows you to advertise for free on Google.com for up to $10,000 per month. Use it to get the message out, fill your donor pipeline and find more advocates for your cause.
Of course its not that simple. Google gives you a wonderful gift, but its up to you to understand the technical details to create the account, execute it, and manage it to get the most out of it. Don't let that turn you off though, once you get it, you'll be fine.
You can read all about the requirements and tips here: http://tinyurl.com/3qke7ls (this is a Google PDF doc)
You can submit your application here: https://google-for-nonprofits.appspot.com/
As for getting the most out of it beyond the technical tips in creating the account, check out the rest of my blog below to find tips on best practices to get your new visitors to convert to your desired action once they arrive at your site.