Goodstack Verification for Google Ad Grants: What to Expect and How to Avoid Rejection

Before your nonprofit can access the Google Ad Grant, you need to pass verification through Goodstack (formerly known as TechSoup, then Percent). Goodstack is Google's third-party partner responsible for confirming that your organization is a legitimate, registered nonprofit that meets eligibility requirements.

This step trips up more organizations than you'd expect. Verification isn't difficult, but it requires specific documentation, and the process has changed several times over the years, leaving a lot of outdated advice floating around online. This guide covers the current process as of 2026.

Key Takeaways - Goodstack replaced Percent (which replaced TechSoup) as Google's verification partner - Verification typically takes 2-14 business days - Common rejection reasons: incomplete documentation, ineligible organization type, website issues - You can appeal a rejection by providing additional documentation

What Is Goodstack and Why Does It Matter?

Goodstack is a verification platform that confirms your nonprofit's legal status on behalf of Google. When you sign up for Google for Nonprofits, your application is routed to Goodstack, which checks:

• Legal charitable status: Are you a registered nonprofit in your country? (e.g., 501(c)(3) in the U.S., registered with the Charity Commission in the UK, ACNC in Australia, CRA in Canada)
• Public benefit purpose: Does your organization serve a charitable mission?
• Compliance with Google's eligibility rules: Are you excluded from the program? (hospitals, schools, government entities, and political organizations are generally excluded)
• Active registration: Is your charitable registration current and not lapsed?

Once Goodstack verifies your organization, your Google for Nonprofits account is activated, and you can then apply specifically for the Ad Grant.

The Verification Process: Step by Step

Step 1: Register at Google for Nonprofits

Go to google.com/nonprofits and click "Get started." Enter your organization's name, country, and basic details. Google will check if your organization already has a Goodstack profile.

Step 2: Create or Connect Your Goodstack Account

If your organization doesn't have a Goodstack account, you'll be prompted to create one. If a previous staff member already set one up (perhaps under the old TechSoup or Percent branding), you may need to claim or recover that account.

What you'll need:

• Your organization's legal name (as it appears on your registration documents)
• Your registration/charity number (e.g., EIN for U.S. nonprofits)
• A contact email address at your organization (personal emails like Gmail/Yahoo may cause issues)
• Your organization's website URL
• Supporting documentation (see below)

Step 3: Submit Documentation

Goodstack requires proof of your charitable status. The specific documents depend on your country:

United States: IRS determination letter confirming 501(c)(3) status United Kingdom: Charity Commission registration number (Goodstack can verify this online in most cases) Australia: ACNC registration (verifiable online) Canada: CRA registration number for registered charities Other countries: Varies. Goodstack supports 50+ countries, each with specific documentation requirements. Check Goodstack's country-specific guidelines during the application.

Step 4: Wait for Review

Goodstack reviews your application. Timeline varies:

Step 5: Approval or Additional Information Request

If approved: You'll receive an email confirmation. Your Google for Nonprofits account is activated, and you can proceed to apply for the Ad Grant specifically.

If additional info is needed: Goodstack will email you requesting specific documents or clarification. Respond promptly; delays on your end extend the timeline.

If rejected: You'll receive an explanation. See the rejection section below for common causes and how to appeal.

Common Rejection Reasons (and How to Fix Them)

Your organization type is excluded

Hospitals, healthcare organizations (with exceptions for charitable foundations), schools, universities, government entities, and political organizations are generally ineligible. If your organization falls into an excluded category, the rejection is typically final.

Exception: The charitable foundation or fundraising arm of a hospital or university may qualify if it's a separately registered nonprofit entity. See our eligibility guide for details on edge cases.

Documentation doesn't match

Your organization's name on the application doesn't match the name on your registration documents, or the registration number is incorrect or expired.

Fix: Ensure every detail matches exactly. Use your legal name, not a trading name or abbreviation. Double-check registration numbers for typos.

Registration has lapsed

Your charitable registration is no longer current. This happens more often than you'd think, especially for small nonprofits that miss annual renewal filings.

Fix: Renew your registration with the relevant authority (IRS, Charity Commission, ACNC, CRA, etc.) and reapply once your status is current.

Website doesn't meet requirements

Although website review is more Google's domain (during the Ad Grant application itself), Goodstack may flag obvious issues like no website, a website with no mission statement, or a site that appears commercial rather than charitable.

Fix: Ensure your website clearly communicates your nonprofit mission, has substantial content, and doesn't look like a commercial business. See our website requirements guide.

Fiscal sponsor situations

Organizations that operate under a fiscal sponsor rather than holding their own 501(c)(3) or equivalent status face additional scrutiny. Goodstack needs to verify both the sponsoring organization and the sponsored project.

Fix: Provide documentation of the fiscal sponsorship agreement alongside the sponsor's registration documents. This process often requires additional back-and-forth and takes longer.

How to Appeal a Rejection

If you believe your rejection was in error:

1. Review the rejection email carefully for the specific reason cited
2. Gather documentation that addresses the stated reason
3. Reply to the Goodstack communication with your additional evidence
4. Allow 5-10 business days for re-review

If the Goodstack channel isn't responsive, you can also reach out through the Google for Nonprofits support page for assistance.

The TechSoup to Percent to Goodstack Timeline

If you've seen conflicting information online about verification partners, here's the history:

• Before 2020: TechSoup handled verification for Google for Nonprofits
• 2020-2023: Google transitioned to Percent as the verification partner
• 2023-present: Goodstack (which acquired Percent) handles verification

If your organization was verified through TechSoup or Percent years ago, your verification should still be valid. However, if your Google for Nonprofits account has been inactive for an extended period, you may need to re-verify through Goodstack.

Important email to whitelist: verifications@mail.goodstack.org. Goodstack communications often land in spam folders, which causes missed requests for additional documentation and unnecessary delays.

After Verification: Next Steps

Once Goodstack approves your organization:

1. Your Google for Nonprofits account is activated
2. Log into nonprofits.google.com to access the product catalog
3. Find Google Ad Grants and click to activate
4. Follow the Ad Grant application process (separate from Goodstack verification)
5. Google will review your Ad Grant application (typically 3-5 business days)

Goodstack verification unlocks the entire Google for Nonprofits ecosystem, not just Ad Grants. You'll also gain access to Google Workspace for Nonprofits, YouTube Nonprofit Program features, and Google Maps Platform credits.

Get Help with Your Application

If you're stuck in the verification process or need help navigating the full application pipeline from Goodstack verification through to live Ad Grant campaigns, our team can handle it for you.

Start Your Free Grant Audit

Prefer to hand it off to an expert? Our Google Ad Grant management services include full application support. Explore Grant Services

Frequently Asked Questions

How long does Goodstack verification take? Typically 2-5 business days for straightforward applications with clear documentation. Complex cases (fiscal sponsors, international organizations, additional documentation requests) can take up to 14 business days.

Do I need to pay for Goodstack verification? No. Goodstack verification for Google for Nonprofits is free. Goodstack offers other paid services, but the nonprofit verification itself has no cost.

My organization was verified years ago through TechSoup. Do I need to re-verify? Probably not. If your Google for Nonprofits account is active, your verification carries forward. If your account has been dormant for years, you may need to re-verify through Goodstack. Log into nonprofits.google.com to check your status.

Can I speed up the verification process? The best way to avoid delays is to submit complete, accurate documentation on the first attempt. Use your legal organization name, provide a valid registration number, and respond quickly to any requests for additional information.

Does Goodstack verification work the same way in every country? The process is the same, but the required documentation varies by country. Each country has its own nonprofit registration system, and Goodstack has country-specific requirements. The platform supports 50+ countries.

Key Takeaways

• Goodstack is Google's current verification partner (replacing TechSoup and Percent)
• Standard verification takes 2-5 business days with correct documentation
• Common rejections: excluded organization type, documentation mismatch, lapsed registration, website issues
• Whitelist verifications@mail.goodstack.org to avoid missing communications
• Verification unlocks all Google for Nonprofits products, not just Ad Grants
• After Goodstack approval, you still need to complete the separate Ad Grant application
• The process is the same worldwide, with country-specific documentation requirements

Published: March 2026 | Last Updated: March 2026 | Author: GrantMax Category: Getting Started | Tags: Getting Started, Application, Troubleshooting