Recently, paid advertising (“sponsored links”) on Google has become quite competitive raising the pressure to increase any set budget for Google AdWords campaigns. Depending on the competition on targeted keywords and the targeted placement for the pay-per-click ad, it is not uncommon for one click to cost even around $10. If you are running a US based non-profit organization with a 501(c)(3) status, some relief may be available. Google offers a special program for nonprofits interested in search engine marketing (SEM). Google promises quite a lot for nonprofits including free AdWords advertising through Google Grants, branding and increased uploads on YouTube, and free licensing for Google Earth, SketchUp, and Maps API.
For eligibilty and more details, visit: http://www.google.com/nonprofits/eligibility.html