Although this is only for "The Bigs" for now, I think we will see a roll-out to other nonprofits over the next 1-2 years. (Total guesswork on my part, based on observations of past behaviors from other huge organizations.)I was paying attention to this after I heard the local traffic/news station feature a local nonprofit---a visit to their website shows no ability to apply for this "Charity of the Month" status, but the website showed their platinum status on Charity Navigator. We've all noticed how, over time, Facebook has expanded their charity outreach as well.I suspect Google will also rely on sources like Charity Navigator to decide which nonprofits have the most visibility and impact. Be sure your CN and Guidestar ratings are maxed to be eligible for surprise opportunities.
I believe that the roll-out to organizations other than this first group will be evolving. I couldn't find information on signing up, either, but I suspect that over time there will be opportunities. Until then!
All the best,
Tricia Maddrey Baker
301-279-7202 ext. 133