Applied Learning in Action: Empowering Nonprofits
Cougar Catalyst Marketing Agency, a student-run and faculty-led initiative at California State University San Marcos (CSUSM), empowers nonprofits with innovative digital marketing solutions. The agency helps organizations optimize resources like Google Ad Grants while providing students with hands-on experience in campaign management, SEO, and user experience. Guided by expert faculty, students earn certifications and create strategies that drive meaningful change, bridging education and community service.
Transformative Capstone Projects: Optimizing Google Ad Grants for Nonprofit Impact
Real-world marketing solutions designed by students, guided by experts.
Collaborative, hands-on projects facilitated through our Senior Experience Program bring together a team of 4–5 students working under faculty guidance. They apply their knowledge in Google Ads management, SEO audits, and user experience optimization to develop impactful, results-driven solutions.Our goal is to provide nonprofits with a comprehensive plan to maximize their Google Ad Grants and improve website performance.
Project: Optimizing Google Ad Grants for Nonprofit Impact
Google Grant Application/Reactivation
Unlock up to $10,000/month in free Google Ads for your nonprofit.
We assist eligible nonprofits in applying for or reactivating Google Ad Grants, which provide up to $10,000 per month in free Google Search Ads. This initiative helps nonprofits increase visibility, attract donors, and recruit volunteers by connecting with people actively searching for organizations like theirs.
SEO Strategies for Greater Visibility
Improve search rankings and reach your audience effectively.
An in-depth SEO Audit identifies opportunities to improve your website’s search rankings and discoverability.
This includes a Comprehensive Keyword Research Report that pinpoints the most relevant keywords for your campaigns to maximize engagement and visibility. Our team ensures that your organization knows how to optimize your site for search engines, connecting your organization with key audiences.
Optimizing User Experience (UX)
Enhance your website’s accessibility, navigation, and engagement.
Through a Website User Experience (UX) Report, we assess your site’s navigation, accessibility, and ease of use.
Our team provides actionable recommendations to improve usability, optimize audience interactions, and create a more engaging experience for your visitors. These insights can help your organization deliver a seamless and user-friendly experience for donors, volunteers, and beneficiaries alike.
Customized Campaign Creation
Tailored ad campaigns to amplify your mission and drive results.
We create high-quality Google Ad campaigns to tell your nonprofit’s story and promote your mission effectively.
Students design up to five targeted ad campaigns, crafting ad copy, selecting keywords, and setting parameters like geo-targeting and audience segmentation.
If needed, the team will also create custom landing pages to align with your campaigns and optimize results.
Comprehensive Campaign Management
Ongoing Optimization and Performance Reporting for Lasting Success
Our team ensures your nonprofit's Google Ads campaigns are optimized and aligned with your organization’s goals. Managing up to five active campaigns per month, we focus on priorities like increasing donations, attracting volunteers, and raising awareness. Regular monitoring allows us to adjust keywords, bids, and targeting, ensuring campaigns perform effectively and reach the right audience.
Detailed weekly performance reports track key metrics such as impressions, click-through rates, and conversions, providing clear insights into campaign progress. These reports enable data-driven decisions and continuous improvement.
This comprehensive approach ensures measurable results and sets the foundation for ongoing digital marketing success, empowering your nonprofit to achieve lasting impact.
Project Wrap-Up and Training
Prepare Your Team for Sustained Success.
At the conclusion of the project, our students provide a comprehensive wrap-up to ensure your nonprofit is fully equipped for continued success.
End-of-Semester Presentation Our team presents a professional summary of the project’s outcomes, insights, and recommendations, giving you a clear understanding of the impact and actionable steps to maintain momentum.
Final Hand-Off Meeting with Training We provide a one-hour training session to guide your team in managing and optimizing Google Ads campaigns, ensuring your staff feels confident and prepared for ongoing success.
Senior Experience Trade Show Participation Your organization will be featured at the semi-annual Senior Experience Trade Show, where students showcase their projects through interactive booths. Attendees, including community leaders and potential collaborators, can learn about the impact of the work, providing your nonprofit with added visibility and celebrating the students’ achievements.
Project Structure: A Professional Approach to Client Collaboration
The Cougar Catalyst Project follows a structured, five-stage process that mirrors the professional life cycle of a client-agency partnership. After the project match at the end of the second week, students work closely with real nonprofit clients, gaining hands-on experience in digital marketing. This structure emphasizes professionalism, accountability, and collaboration, ensuring students deliver meaningful results while developing critical skills.
The journey begins with acquiring knowledge and certifications in Google Ads and Analytics, laying a strong foundation for campaign development. Students then dive into understanding their client’s mission and goals, conducting audits, and preparing strategies tailored to their needs. The next phase focuses on building and launching effective ad campaigns, followed by weeks of optimization and performance monitoring to ensure success. The project concludes with a comprehensive wrap-up, including reports, training, and final presentation.
Frequently Asked Questions
What benefits do students gain from participating in Cougar Catalyst?
Students gain hands-on experience in digital marketing by working with real clients, allowing them to apply their theoretical knowledge in practical settings. They also have the opportunity to earn industry certifications and develop skills that are valuable in the job market.
Is there a cost for non-profits to use Cougar Catalyst's services?
The projects are facilitated through our Senior Experience Program. Each team is advised by a faculty member. The team will put in approximately 750 hours of work during the semester. The program charges a flat fee of $1500.
For more information, contact Sara Vaz at 760-750-4244 or svaz@csusm.edu.
Do you offer support with Google Grant Applications and/or Reactivation?
Yes! The faculty will work with the nonprofit to manage the application process for new Google Ad Grants or the reactivation of lapsed accounts. For nonprofits needing reactivation, faculty will assist in bringing the account back into compliance with Google’s regulations. See below for website requirements.
*IMPORTANT: It is essential that eligibility and approval are secured before the semester starts to allow time for campaign setup and optimization.
How can my non-profit organization get involved with Cougar Catalyst?
Non-profit organizations interested in collaborating with us can reach out through our contact page. We will schedule a consultation to discuss your needs and how our students can assist you in achieving your marketing goals.
Who leads the Cougar Catalyst Marketing Agency?
Cougar Catalyst is a student-run agency under the guidance of Dr. Rebeca Perren, Professor of Marketing and Department Chair at the College of Business Administration, California State University San Marcos (CSUSM). This structure allows students to gain real-world experience while benefiting from expert mentorship.
Is Your Website Google Ad Grants Ready?
As part of the project, Cougar Caralyst will assist your organization to apply for the Google Ad Grant. Follow this checklist to meet website requirements:
Website Ownership & Security
Own your domain and ensure it reflects your mission.
Install an SSL certificate for secure browsing (HTTPS).
Regularly update and audit plugins and links.
Content & Mission Alignment
Create mission-focused pages with detailed, keyword-optimized content.
Use multimedia (videos, graphics) for engagement.
Include your nonprofit status, EIN, an ‘About Us’ page, staff bios, and key documents like annual reports.
User Experience
Fix broken links and use simple navigation.
Add clear calls to action (e.g., “Donate Now”).
Optimize site speed with compressed images and no auto-playing videos.
Advertising & Transparency
Avoid obtrusive ads, pop-ups, and affiliate links.
Be transparent about how funds support your mission.
Tracking & Reporting
Install Google Analytics to track performance and refine content.
Dr. Rebeca Perren
Faculty Lead, Professor of Marketing, Department Chair, CSUSM CoBA
An award-winning educator recognized for innovative teaching and socially responsible marketing, she emphasizes technology's role in consumption and societal change. As a Faculty Innovation Fellow, she founded Cougar Catalyst to empower nonprofits and provide students with hands-on learning. Her research, leadership, and teaching excellence have earned her numerous accolades, reflecting her view of marketing as an exciting journey and a platform for meaningful impact.
Spring 2024 Team
Adjustment and Expansion
This team marked an exciting new phase for Cougar Catalyst, expanding to a group of nine talented students through the launch of a marketing internship course. Angel De Jesus Covarrubias, Quyen Nguyen, Robert Boldt, Megan Lowrie, Byaombe Mloko, Lexie Escobar, Collin Brown, Gia Poston, and Omar Mendoza brought diverse perspectives and advanced skills to the agency. Together, they strengthened client relationships, expanded the scope of work, and continued to build on the foundation established in Fall 2023.
Fall 2023 Team
Inaugural Team of Students
This team played a foundational role in launching Cougar Catalyst. Comprising Rachael Wobby, Trevor Hawkins, Tamer Salameh, Juan Rabadan, Miguel Leon, Rina Suyama, and Kai Yamaguchi, this dedicated group brought the agency to life. They named the agency, designed its logo, established core processes, and onboarded its first clients. Their efforts set the standard for Cougar Catalyst’s mission to empower nonprofits while providing transformative student experiences.
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