Nonprofit Stock Donations and Matching Gifts: What to Know

Nonprofit Stock Donations and Matching Gifts | What to Know

/in , , /by

Donations of stocks, mutual funds, and other securities are increasing in popularity as a way for individuals to support their favorite causes. After all, these gifts offer exclusive financial benefits both to the donor contributing the gift and the nonprofit receiving it. But what about nonprofit stock donations and matching gifts? Are gifts of securities typically eligible to be matched by donors’ employers?

These are good questions⁠—and they’re cropping up more around nonprofits and donors alike. As a nonprofit fundraising professional, you surely understand the value of corporate matching gifts and are seeking to get as many company matches flowing into your mission as possible.

That’s why we’ve put together this guide that will cover everything your team should know about stock donations and matching gifts by exploring the following topics:

Ready to dive into the world of securities and gift matches? Let’s begin with a brief overview of nonprofit stock donations.

Donating Stock to Nonprofits: FAQ

Just getting started with nonprofit stock donations? These are some frequently asked questions⁠—and answers⁠—on the topic.

What are stock donations?

The basics of nonprofit stock donations and matching giftsStock donations are a unique method of giving in which individual donors can support nonprofit causes by transferring ownership of stock shares from themselves to the organization in question.

Stock donations are also referred to as gifts of securities, which typically encompasses transfers of stocks, bonds, or mutual funds.

In order to secure the full financial benefits of a stock donation, the donor should have held the stock for at least one year from the time of the gift. The organization then has the option to sell the stock immediately upon receiving the donation or allow its shares to continue to appreciate in value. Nonprofits typically outline their generally accepted types of donations and liquidation procedures in their gift acceptance policies.

Other Key Terms to Know:

Mutual fund donations

While stock donations typically involve the transfer of shares within a single company, mutual funds can include a portfolio of thousands of stocks, bonds, and other securities compiled as a single entity.

But when it comes to donating assets to charity, mutual fund donations function similarly to stock donations⁠—and similar rules apply regarding mutual fund and stock donations and matching gifts. Most companies that match gifts of stock will also match mutual fund donations and vice versa.

One thing to note, however, is that the mutual fund transfer process can be a bit more complicated than that of single stocks and may require a more hands-on process by the organization receiving the securities.

Marketable securities

Another term you might see in the realm of nonprofit stock giving is marketable securities. These are a specific category or type of investment, and most publicly traded stocks, and those most likely to be donated to a nonprofit, will fall under this umbrella.

Also known as marketable equity or marketable investments, these are essentially financial assets that are easily liquidated or readily convertible into cash. These are typically considered short-term investments and can be sold with minimal impact on their market value.

Why do individuals donate stocks to nonprofit causes?

Nonprofit stock donations are becoming a favorite giving method among donors for multiple reasons. For one, gifts of securities such as stocks enable donors to contribute more to an organization and its mission than they might be able to on their own.

If an individual purchases $100 in stock from a company that has since appreciated to double in value, they will be able to funnel $200 toward a cause that they care about⁠—despite having only paid $100 for the initial stock shares! (And if the donor’s employer will match their stock donation, the end value can reach higher than $400⁠—but more on that later.)

Additionally, when donating stocks that have been appreciating for more than a year, donors actually contribute 20% more to the nonprofit than if they had first sold their stocks and made a cash donation with the proceeds. That’s because when an individual sells their stock, they’re subject to pay significant capital gains taxes, which are not applicable should they transfer the stock to the receiving organization.

Are all stocks able to be donated to nonprofit organizations?

Most stocks will be eligible for donation purposes to most nonprofit causes. However, some organizations may place certain stipulations on the types of companies whose stocks they will and will not accept.

For example, the American Heart Association refuses donations of stock or other interests in companies relating to tobacco, nicotine delivery, or cannabis. In the case that an individual attempts a stock donation that is not accepted by the organization to which they gave, the securities will ultimately be returned to the donor.

Nonprofits That Accept Stock Donations

Many nonprofit organizations accept charitable gifts of stocks and mutual funds, and the trend is continuing to grow. In the next few years, we can expect more and more charitable causes to collect and incorporate gifts of securities into their overall fundraising strategies.

Donors interested in contributing stock to a particular cause are encouraged to explore their website, as the information regarding stock donation acceptance is often included within the organization’s “ways to give” page.

As of now, we’ve pulled a list of ten well-known causes and their current guidelines for donating stock.

American Heart Association accepts stock donations and matching gifts.

1. American Heart Association

The American Heart Association (or AHA) gladly accepts gifts of stocks (and mutual funds) from generous donors and provides easily accessible guidelines and instructions for multiple methods of doing so.

Here’s what their website had to say:

“You can use stock to support the organization through:

  • Electronic transfer – Your broker can transfer shares using the AHA’s Depository Trust Company (DTC) number and account number to ensure delivery.
  • Mail – You can mail paper certificates to the AHA.

Electronic Delivery of mutual fund shares is the most secure and practical delivery process available. If you would like to donate a gift of mutual funds to the American Heart Association, please contact us to confirm AHA’s brokers can accept the funds.”

Read up on the full program guidelines here.

LLS accepts stock donations and matching gifts.

2. Leukemia and Lymphoma Society

The Leukemia and Lymphoma Society, also known as LLS, encourages charitable donations of stock and mutual fund assets as well. They even provide a brief overview of the tax benefits offered to stock donors who are considering the option!

Here’s what their website had to say:

“If you own stock or a mutual fund that has appreciated in price since you purchased it, consider using that asset for your charitable giving. You get an income tax deduction for the full market value of donated securities that you have owned more than one year and you will avoid the capital gains tax on the appreciated value.”

Read up on the full program guidelines here.

ASPCA accepts stock donations and matching gifts.

3. American Society for the Prevention of Cruelty to Animals

The ASPCA is another organization that accepts stock transfer donations as a way for donors to support their cause. Within their plethora of suggested giving methods, gifts of security are highlighted along with detailed instructions on how to conduct the transfer process.

Here’s what their website had to say:

“For credit to ASPCA – American Society for the Prevention of Cruelty to Animals – Prior to transfer, please call the organization with the name of stock and number of shares to be transferred.”

Read up on the full program guidelines here.

Syracuse University accepts stock donations and matching gifts.

4. Syracuse University

Syracuse University provides donors and prospects with information regarding multiple kinds of stock donations⁠—including marketable securities, closely-held securities, electronic stock transfers via DTC, and mutual fund transfers. Their site also prominently displays contact information for the university’s advancement department which will help facilitate the transfer!

Here’s what their website had to say:

“When planning to make a gift of securities to Syracuse University, please notify Advancement Services. Gifts of publicly traded securities that have appreciated in value allow you to claim a charitable deduction for the full market value of the securities on the date the gift is made. You pay no capital gains tax on the appreciation.

Gifts of stock in closely held corporations may result in substantial tax benefits in the form of charitable deductions and avoidance of capital gains taxes. Closely held securities can be especially attractive in funding charitable remainder trusts or charitable remainder lead trusts. Because special regulations apply to gifts of this kind, we encourage you to consult your tax adviser and the University’s development staff when considering such a gift.”

Read up on the full program guidelines here.

Piedmont Healthcare accepts stock donations and matching gifts.

5. Piedmont Healthcare

Piedmont Healthcare utilizes its website to encourage stock donations by interested supporters. One way they do so is by briefly highlighting the benefits to both their institution as well as to the donor contributing the appreciated securities (of both stocks and mutual funds).

Here’s what their website had to say:

“Gifts of appreciated securities, such as stocks or mutual funds, that have been held for over a year are a wonderful way to support Piedmont while potentially realizing important benefits for yourself.

Instruct your broker to transfer shares to Piedmont Healthcare Foundation by contacting Truist Bank via phone or email.

Contact your mutual fund company about the process of transferring mutual fund shares. A special form and signature guarantee will likely be required by them to initiate a charitable transfer.”

Read up on the full program guidelines here.

FSU accepts stock donations and matching gifts.

6. Florida State University

Florida State University provides stock donors (and prospective donors) with detailed instructions that outline the securities transfer process. The FSU Foundation incorporates tips and tricks for donors aiming to contribute stock to the university, whether electronically or with physical certificates.

Here’s what their website had to say:

“When donors’ securities are held in a brokerage account, the donor instructs their broker to transfer the securities to the university’s account.

Donors should also request that their brokers send confirmation of transfer to the FSU Foundation, Inc. The confirmation should indicate the donor’s name, the security being transferred, the Foundation account which should be used, and the date of transfer. Donors should then follow up with a letter to the FSU Foundation with instructions regarding their gift designation so that the gift can be properly credited.”

Read up on the full program guidelines here.

National Kidney Foundation accepts stock donations and matching gifts.

7. National Kidney Foundation

The National Kidney Foundation includes stock donations as one of their suggested ways to support the institution⁠—along with other giving ideas such as cryptocurrency, vehicle donations, fundraising events, and more.

This organization provides interested stock donors with a downloadable PDF made available through their “Get Involved” web page.

Here’s what their website had to say:

“Please complete and email the included form to Cornerstone Advisors Asset Management prior to transfer.”

Read up on the full program guidelines here.

Lazarex accepts stock donations and matching gifts.

8. Lazarex Cancer Foundation

The Lazarex Cancer Foundation also encourages stock donations within their “How You Can Help” page. This section quickly highlights the significant tax benefits to the organization and the subsequently increased impact a supporter’s gift can make.

Here’s what their website had to say:

“Did you know that your gift could go further by donating stock directly? Direct stock gifts let us use 100% of your donation, rather than losing up to 37% of it to capital gains tax. Thus, you can make a bigger impact at zero additional cost to you. If you would like to make a stock donation, please contact the Lazarex team.”

Read up on the full program guidelines here.

St. Jude is an example of a nonprofit that accepts stock donations and matching gifts.

9. St. Jude Children’s Research Hospital

One of the largest youth-focused research hospitals in the nation, St. Jude receives support from a widespread supporter base. Under its “Ways to Give” page, the organization provides a detailed guide on the benefits of stock donations with a step-by-step walkthrough of the process.

Here’s what their website had to say:

“Donating stock directly to a charitable organization, like St. Jude, can increase the amount of money received by the charity while reducing the tax burden for the donor. When you donate appreciated securities (investments that have increased in value from the time they were purchased), some individuals and households may be able to take advantage of IRS tax provisions to claim a charitable tax deduction for the full, fair market value of the securities.

  • Step 1: Choose what type of stock and how many shares you want to donate.
  • Step 2: Contact your financial institution to request the transfer.
  • Step 3: Contact us to inform us of your gift.
  • Step 4: Look for a tax receipt and acknowledgment letter for St. Jude.”

Read up on the full program guidelines here.

American Cancer Society is an example of a nonprofit that accepts stock donations and matching gifts.

10. American Cancer Society

For individuals looking to support the American Cancer Society, gifts of security are marketed as a key form of philanthropy under the “Ways to Give” umbrella on the organization’s website. Upon navigating to the “Stock Gifts” page, donors are met with information on various ways to donate stock in support of ACS⁠—including online, physical delivery, and electronic transfer authorization.

Here’s what their website had to say:

“A gift of appreciated securities held for more than one year may provide significant benefits to you as a contributor, such as:

  • Entitling you to a charitable income tax deduction for the fair market value of the gifted securities as of the date of the gift.
  • Eliminating capital gains tax that would ordinarily become due if you had sold the appreciated securities on the open market and donated the proceeds from the sale to charity
  • Claiming your charitable deduction against up to 30% of your adjusted gross income. Any unused deductions can be carried forward over the next five years.
  • Providing a way to help you achieve your long-term financial objective of reducing your income and estate taxes.”

Read up on the full program guidelines here.

Matching Stock Donations: The Basics

Clearly, stock donations are a great stream of additional fundraising revenue for nonprofits, and they’re becoming an increasingly sought after resource. At the same time, organizations are looking to get their charitable donations matched by donors’ employing companies.

So, do the two ideas coincide at all? Here’s what your fundraising team needs to know about the relationship between nonprofit stock donations and matching gifts.

Are stock donations typically eligible for corporate matching gift programs?

The #1 factor that determines whether an individual’s stock donation is eligible for a match through their employer is who their employer is and what that company has established in its matching gift program guidelines.

For example, some companies consider gifts of securities a particular form of in-kind donation (which the company chooses whether or not to match based on their program guidelines). In that case, stock donations made by employees of these companies will be eligible as long as that company matches in-kind gifts.

On the other hand, many businesses have classified stock donations as a form of monetary gift (in the likes of cash, debit/credit payments, or bank transfers) or a common exception to the in-kind donation rule. Donors employed by these companies are typically able to secure a gift match on behalf of your organization⁠—so long as the value of the stock falls between the businesses’ predetermined thresholds.

All of that to say, many corporations choose to match the tax-deductible value of a contribution regardless of how it was given to a nonprofit organization – yet, this does vary based on company, so make sure you’re aware of your match-eligible donors’ company parameters.

Additionally, you’ll want to keep in mind that, as gifts of securities continue to grow in popularity among donors, we can expect many companies to begin adopting stock-inclusive matching gift program criteria for employee gifts in the near future.

How can I know if an individual’s stock donation qualifies for a match?

Let’s say your organization has just received a generous stock donation from a supporter of your cause. You may already know that their employer offers a matching gift program, and you’re looking to determine whether the stock gift is eligible for a match as well. Or, perhaps you’re unaware of whether the employing company matches any sort of employee donations to begin with. In either case, the answer should be located within the corporation’s matching gift program guidelines.

Nonprofits looking for this information may decide to conduct an online search for a company’s publicly-facing matching gift program guidelines to determine whether stock donations are mentioned. Donors seeking the information on their employers’ giving program can do a similar search of online resources, or they may look to internal documentation in an office policy handbook, workplace giving portal, etc.

However, the easiest way to uncover match-eligibility status for any donation⁠—stock or otherwise⁠—is by utilizing a matching gift company database.

Luckily, Double the Donation offers the most comprehensive database available, with detailed listings for tens of thousands of companies. Nonprofits and donors alike can begin typing a company’s name within the embedded autocompleting search tool and be instantaneously met with match qualifications, types of eligible donations, and more.

Find out a company's policies for nonprofit stock donations and matching gifts with a searchable company database.

If the provided guidelines mention stock donations as a viable option for matching donations, you have your answer⁠—the gift of stock is likely matchable for your cause!

If available documentation fails to reference gifts of securities at all, we recommend encouraging donors to inquire about the possibility with their companies to find the most definitive answer to the question at hand. Sometimes corporations might not list specific contribution methods, yet those gifts will still qualify for a match!

What are corporate stock donation matches worth?

When a stock donation⁠ (that has previously been identified as eligible for a corporate matching gift⁠) is requested by a donor, the employer typically agrees to match the value of the stock on the day on which the stock transfer was made.

Thus, nonprofit donors are able to secure a match by their employer equal to the purchase price plus the appreciated value of the stock⁠—which is typically greater than the individual’s initial financial investment!

Nonprofit stock donations and matching gifts process

What trends are expected regarding stock donations and matching gifts?

As of 2024, it’s estimated that many companies are willing to match the tax deductible value of a charitable gift, regardless of how that gift was made – the gift just has to benefit a charity and provide tax deductible value. With that being said, this can vary by company-specific program guidelines. As more and more companies match stocks and mutual fund contributions, it’s important for donors to check with their employer to know which types of gifts might qualify for a match.

The more popular stock grows as a form of nonprofit giving, the more companies will adopt stock-inclusive matching gift program guidelines.

And when you take a look at the financial benefits to parties on both sides of the transaction (one research study reported fundraising growth of up to 55% for organizations that allowed non-cash donations such as stock as viable donation options!), and the ease with which gifts of securities are becoming, this form of gift matching will likely continue to grow.

Examples of Companies That Match Stock Donations

Companies that match employee stock donations do so for the same reason as to why they match cash donations. These typically include corporate tax benefits, increased employee engagement, and positive public relations efforts.

Here are a few examples of companies that match stock donations made by their employees to qualifying charities!

Chevron matches gifts of stock donations.

1. Chevron

Chevron is well-regarded as having a generous corporate matching gift program, agreeing to match up to $10,000 in charitable donations per employee on an annual basis. And the best part is that they do match the market value of stock donations that their employees transfer to nearly all nonprofit organizations.

Here’s a glimpse at what Chevron says about stock donations and matching gifts:

“Gifts can be given to nonprofits on the Chevron Humankind site via a payroll deduction or credit card payment, or given directly to the nonprofit offline (e.g. check, cash, stock, etc.).”

Read up on the full program guidelines here.

Google matches gifts of stock donations.

2. Google

Google offers both full and part-time employees the opportunity to participate in its corporate gift-matching initiative! Gifts worth up to $10,000 (including stock donations) will be matched to many nonprofit causes, including educational institutions, health and human services, cultural and community organizations, environmental nonprofits, and more.

Here’s a glimpse at what Google says about stock donations and matching gifts:

“Your gift must be in the form of check, credit card or marketable securities with a quoted market value. Gifts of securities will be matched with cash. The value of the stock will be calculated using the price at the close of the market on the day of transfer of the security.”

Read up on the full program guidelines here.

General Electric matches gifts of stock donations.

3. General Electric

General Electric has matched a wide range of employee donations since 1954. In fact, it was the first corporation to roll out a corporate gift-matching program, though it was a fairly limited offering compared to what we see now!

Since then, GE has expanded its employee giving program to encompass new methods of giving⁠—including contributing securities⁠ such as stocks—as well as more nonprofits being eligible to receive funding.

Here’s a glimpse at what General Electric says about stock donations and matching gifts:

“Gifts may be made via cash, check, debit/credit card, or stock. Gifts may also be made by current payment from an entity such as a personal foundation or donor advised fund if that entity has been funded solely by the eligible GE participant.”

Read up on the full program guidelines here.

Merck matches gifts of stock donations.

4. Merck

Merck & Co. matches numerous types of employee donations to charitable organizations. Within the company’s matching program criteria, they include a fairly detailed account of stock donations⁠—including the process for requesting a corporate match and the benefits employees receive from giving this way.

Here’s a glimpse at what Merck says about stock donations and matching gifts:

“Matching funds can be requested for one-time cash, check, credit card, or stock donations, via the Merck Gives Back (MGB) website.

When making a stock donation, enter the market value of the stock on the day you issued the stock to the nonprofit organization. The organization will be asked to confirm the realized value of the stock donation and the Merck Foundation P4G program will match funds equal to the realized value of donated stock.

You can deduct the full current value of the stock (regardless of purchase price) and avoid the capital gains taxes associated with selling the stock for profit; therefore, you pay no taxes on the appreciated value of the stock and take the full deduction for the current value of the stock.

You may not donate Merck stock options; however, you may donate Merck stock after you exercise your options.”

Read up on the full program guidelines here.

State Farm matches gifts of stock donations.

5. State Farm

State Farm Insurance matches donations made by current full-time employees, part-time team members, and retired workers alike⁠—in any way they give to nonprofits. This includes gifts of securities and mutual funds, for which they detail a few stipulations of match eligibility.

Here’s a glimpse at what State Farm says about stock donations and matching gifts:

“Donations of Mutual Funds Units and Securities traded on the New York Stock Exchange, American Stock Exchange or NASDAQ National Market meeting the following requirements:

  • The eligible donor must be the sole owner or have final authority to transfer ownership of the security or mutual fund unit to the eligible organization.
  • Ownership must be signed over to the eligible organization.

Please note: The exact value of the donated securities or mutual fund units will be based on the closing market price the date the transfer is complete.”

Read up on the full program guidelines here.

Verizon matches gifts of stock donations.

6. Verizon

Verizon offers its employees multiple matching gift program options, the individual matching grants program being the one in which stock donations are considered match-eligible contributions. The company matches to nearly all 501(c)(3) organizations (or an equivalent internationally), with schools being eligible for a $5,000 donation or stock match and other nonprofits for a $1,000 donation or stock match.

Here’s a glimpse at what Verizon says about stock donations and matching gifts:

“Donations must be in one of the following forms: Personal check, Paypal, money order, payroll deduction, credit/debit card payment, wire/bank transfer, transfer of stock certificate.”

Read up on the full program guidelines here.

Apple matches gifts of stock donations.

7. Apple

Apple offers a slightly different type of corporate stock donation-matching program but will match certain gifts of securities nonetheless. Apple matches any type of stock donations as well as donations of just Apple stock.

Here’s a glimpse at what Apple says about stock donations and matching gifts:

“Visit the Employee Giving portal to request a matching donation for your volunteer time or to make a one-time or repeating monetary donation to the charitable organization (or cause) of your choice using a credit card or PayPal account. You can also request a match for a monetary or stock donation you’ve already made.

To be eligible, your monetary donations must be paid in full — not pledged — via cash, personal check, credit card, PayPal, or Apple stock.”

Read up on the full program guidelines here.

Edwards Lifesciences Matching Gift Logo

8. Edwards Lifesciences

Edwards Lifesciences, a leading medical technology company based in Irvine, California, matches donations up to $5,000 per full-time employee per year.

Here’s a glimpse at what the company says about stock donations and matching gifts:

“Edwards Foundation will match the tax-deductible portion of employee’s gifts made by cash, check and credit card. The Foundation will also match stock donations, as well as gifts coming out of an employee’s donor-advised fund (DAF).”

Read up on the full program guidelines here.

Bank of America matches gifts of stock donations.

9. Bank of America

With a matching gift program that doubles team member gifts of between $24 and $5,000 per person per year, Bank of America reports contributing more than $25 million in matching gifts per year!

Here’s a glimpse at what the company says about stock donations and matching gifts:

“Gifts must be personal contributions paid directly to organizations (cash, check, credit card, securities, etc.) or paid through Bank of America’s employee giving platform via payroll deduction or credit card.”

Read up on the full program guidelines here.

PNC Financial Services matches gifts of stock donations.

10. PNC Financial Services

The PNC Financial Services Group, Inc. incentivizes its employees to give back to the causes they care about. And it does so with a matching gift ratio of up to 4:1—and a program that’s inclusive of gifts of stock.

Here’s a glimpse at what the company says about stock donations and matching gifts:

“Gifts must be in the form of a check, credit card, or marketable securities with a quoted market value. You may be asked to provide proof of your contribution in the form of a canceled check, bank statement, credit card statement, or a transfer of stock certificate. Gifts of securities are valued based on the date of the gift.”

Read up on the full program guidelines here.

EOG Resources matches gifts of stock donations.

11. EOG Resources

EOG Resources encourages giving among its workforce with a particularly generous matching gift program. In fact, its matching gift annual maximum of $75,000 is one of the highest program caps available, inspiring team members to give bountifully as well.

Here’s a glimpse at what the company says about stock donations and matching gifts:

“Employee must attach a copy of the 1) check, 2) debit/credit card receipt, 3) brokerage statement for a stock donation, or 4) check issued by my personal or family foundation or donor-advised fund.”

Read up on the full program guidelines here.

Eli Lilly matches gifts of stock donations.

12. Eli Lilly ⁠and Company

Indianapolis-based pharmaceutical company Eli Lilly invites its current full-time, part-time, and retired employees to get involved with its philanthropic efforts! Matching up to $30,000 for current team members and $7,500 for retirees on an annual basis, the company demonstrates its commitment to doing good by giving back to the organizations its staff supports.

Here’s a glimpse at what the company says about stock donations and matching gifts:

“A contribution must be in the form of a check, credit card, or marketable securities (with an established market value determined by the average price on the day the contribution is made).”

Read up on the full program guidelines here.

There’s no one-size-fits-all answer when it comes to nonprofit stock donations and matching gifts. Some companies will match employee gifts of securities, while others will not.

But the good news is that more and more corporations are beginning to be inclusive of stock and mutual fund donations within their employee matching programs. That means you’ll want to keep an eye out for new programs being established and existing matching gift companies expanding their eligibility criteria.

Interested in learning more about matching gifts and other nonprofit fundraising opportunities? Check out these other Double the Donation resources:

Maximize stock donations and matching gifts with Double the Donation.

This guide shares everything you need to know about Google for Nonprofits.

Nonprofit Basics: The Google for Nonprofits Program

/in /by

Google is one of the most profitable companies in the world, so it may come as a surprise that they have a program dedicated entirely to nonprofits. With Google for Nonprofits, Google does its part to give back to the community and support mission-driven organizations that are creating change in the world.

Since nonprofits often operate on limited budgets, they frequently don’t have enough to spend on productivity or marketing tools. Google aspires to change that with its charitable giving program, streamlining nonprofit communications and putting a world of prospects at nonprofits’ fingertips.

By applying for a Google for Nonprofits account, your nonprofit can leverage useful tools to streamline internal productivity and boost mission awareness. This quick start guide will cover what you need to know about Google for Nonprofits, including what it is, which tools are included, who’s eligible, and how to apply.

Work with our recommended Google Grants manager to make the most of Google for Nonprofits.

What Is Google For Nonprofits?

Google for Nonprofits is a program that gives eligible organizations free access to premium Google products, like Ad Grants and Workspace. Through the program, Google empowers nonprofits to increase internal productivity and connect with new supporters.

Currently available in 65+ countries, Google for Nonprofits is a powerful resource that enables nonprofits everywhere to use valuable tools without having to bear the brunt of the cost. All your nonprofit needs to do is meet the basic eligibility requirements and apply. Within a few weeks, you’ll gain instant access to the free tools, and you can activate whichever ones will empower your team to achieve greater outcomes.

What’s Included In Google for Nonprofits?

No matter if you want to streamline team collaboration or increase your website’s visibility on Google Search, Google for Nonprofits provides products that can easily amplify your work! Let’s dig into some of the tools you can look forward to leveraging.

Google for Nonprofits provides free access to all of these tools.

Google Ad Grants

This is one of the most popular features in Google for Nonprofits! Through this program, eligible nonprofits receive up to $10,000 each month to spend on marketing their web content on Google Search.

Registering for Google for Nonprofits gives you access to the Ad Grants application, which you’ll need to fill out separately. From here, you can bid on keywords that your prospects are searching for online and write text-based ads that inspire people to visit your website and get involved in your work.

Here’s what you can expect from participating:

  • $10,000 per month of free credits to spend on Google Ads
  • The ability to track online conversions like donations, newsletter signups, and volunteer registrations
  • Keyword research tools to determine the right mission-centric search terms

Bear in mind that Google Ads comes with a strict learning curve, especially considering that Ad Grants accounts have to follow strict guidelines in order to stay eligible. Luckily, there are Google Ad Grants experts that can help you set up and maintain your account.

We recommend working with the Google-certified professionals at Getting Attention. They’ve undergone a vetting process conducted by the leaders of the Google Ad Grant program, so you can rely on this agency’s insights into the program.

In turn, you’ll strengthen your digital presence, drive valuable traffic to your site, and raise more awareness for your mission.

Potential Impact

Your nonprofit’s website is your biggest digital marketing asset. With the Google Ad Grant, you can drive more traffic to your site and increase visibility for mission-critical activities via paid advertising for nonprofits.

However, you won’t be promoting content to just any users. With careful keyword research, you can drive qualified leads to your website and give them the opportunities they’ll find most enticing. Share your donation form with likely donors, volunteer opportunities with likely volunteers, matching gift opportunities with likely participants, events with likely registrants, and so on.

Through Google for Nonprofits, you can create Google Ads for your cause like these nonprofits did.

Squeeze even more out of your Ad Grant budget by testing out these strategies:

  • Use ad customization features like sitelink extensions and click-to-call buttons to expand your ads and provide more engagement opportunities to users.
  • Use geotargeting to narrow down your audience. For example, you might serve a developing country but raise funds in the U.S. Any fundraising campaigns should target users in the U.S.
  • Install Google Analytics and track your conversions and site engagement. (Hint: this is also a requirement for all participants.) Luckily, Google provides free access to all the tools you need to monitor your campaigns through Google for Nonprofits.

All of these useful features make this Google for Nonprofits resource a must for any organization that wants to grow its digital presence! In fact, Getting Attention’s Google Ad Grant Impact report explains that search ads have the highest ROI among all nonprofit advertising platforms. That’s why more and more organizations are turning to this resource. After all, who wouldn’t want to add $10,000 to their marketing budget each month?

Work with our recommended Google-certified agency!

Google Workspace for Nonprofits

Also known as G Suite, Google Workspace for nonprofits is a collection of Google’s online productivity and collaboration tools. Gain free access to everyday apps like Gmail, Drive, Docs, Calendar, Meet, and more. Empower your team to increase collaboration, securely store documents, and ultimately streamline your internal operations.

Google Workspace for Nonprofits makes it easy to centralize internal communications.

Here’s what you have to look forward to with Google Workspace for nonprofits:

  • Unlimited email addresses that end in your nonprofit’s domain
  • 100-participant video meetings
  • 30 GB of cloud storage per user for documents and email hosting
  • 24/7 support via phone, chat, and email
  • Administrative access over all accounts at your organization

Best of all, each app within Google Workspace works seamlessly together. For instance, Getting Attention’s guide to G Suite explains that you can create Calendar invites that go directly to invitees’ Gmail inboxes. Then, you can add a Meet link for virtual meetings and create a new Google Doc to take meeting notes.

Potential Impact

Collaboration is a must for any nonprofit organization to run efficiently. Having free access to Google Workspace allows you to streamline productivity and communication between each of your teams.

Here are some easy ways you can make the most of Google Workspace for nonprofits:

  • Store your organization’s documents in Google Drive. This enables everyone at your organization to search for, access, and edit resources they need, rather than requesting that someone sends it to them via email. Permission controls also allow you to refine your audience and editing permissions for each Google Doc or Sheet, so only the people who need certain resources will have access. What’s more, you’ll still have access to any resources someone created even if they leave your nonprofit.
  • Meet remotely with team members. If your nonprofit follows a hybrid work model, you can still meet with anyone regardless if they’re in the office. Use Google Meet to video chat, and leverage tools like screen sharing to make meetings run smoothly. As we alluded to earlier, you can also conveniently schedule meetings that include your Google Meet link within Google Calendar.

As you get up and running with Google for Nonprofits, we highly recommend leveraging G Suite. Not only is it essential for collaboration, but their pricing plans can save your nonprofit a pretty penny.

With a Google for Nonprofits account, you'll receive discounts for Google Workspace for nonprofits.

The base plan for Google Workspace for nonprofits is free, while businesses have to pay $6 per month per user. For more cloud storage, you’ll need to choose the upgraded plan that offers 2 TB of cloud storage per user. You’ll only pay $3 per month per user, while businesses must pay $12 for the same plan.

Larger organizations might look into the Business Plan, which offers 5 TB of cloud storage per user, upgraded security controls, and the capacity to hold larger video meetings. You’ll only pay $5.04 per user per month, while for-profits are expected to pay $18 for the same package.

YouTube Nonprofit Program

Elevate your organization’s YouTube channel through the YouTube Nonprofit program. With more than 2.1 billion active users each month, YouTube is the largest video hosting platform in the world, making it a great opportunity to connect with supporters across the globe.

Available through Google for Nonprofits, the YouTube Nonprofit Program helps you tell your nonprofit's story through video marketing.

Using your Google for Nonprofits account, here’s what to expect from marketing your cause with this program:

  • “Link Anywhere cards” to include on your videos. These are annotations that allow you to direct supporters to external links.
  • Access to the Creator Academy, filled with lessons specifically designed for nonprofits
  • YouTube Giving features, such as a donation button on your videos

Even if your nonprofit doesn’t already have a YouTube channel, now’s a great time to get started since you’ll have access to all these features that’ll take your videos to the next level.

Potential Impact

Video storytelling is an incredibly engaging way to inspire supporters. The YouTube Nonprofit Program seeks to empower nonprofits to get more out of their videos with extra features.

When tapping into this resource through Google for Nonprofits, maximize your results by taking extra steps like the following:

  • Leverage the fundraising features with your videos. YouTube comes with a suite of fundraising tools when you access the platform via Google for Nonprofits. Let’s say you run a children’s cancer research organization. You might create videos, telling children’s stories and letting them speak directly to your audience. YouTube’s fundraising features will allow you to stick a donation card on your videos, prompting people to give when they feel inspired.
  • Encourage influencers to stick your donation card on their videos. Content creators with a decent following will have access to this feature, too. Reach out to those who you feel would be a good fit for your cause. Influencers’ loyal followers will trust their recommendations! Google also offers an outreach toolkit, making it easier for you to connect with content creators.

Video marketing is an increasingly popular way to promote your cause, and for good reason! Video marketers get 66% more qualified leads per year and achieve a 54% increase in brand awareness, according to video marketing research. This is primarily thanks to the quality of education video provides and the fact that it’s an easy form of content consumption for users.

 As the most popular video-sharing platform, YouTube allows you to tap into these benefits, especially when you leverage its extra tools for nonprofits.

Google Earth and Maps

Google Earth and Maps is another tool that Google for Nonprofits offers to help organizations creatively share resources and connect with nearby community members. The program provides you with free credits for the Google Maps platform, so you can gain a stronger understanding of your service area, plan your work more efficiently, and share programs and resources with your community.

As part of Google for Nonprofits, you'll gain access to Google Earth and Maps.

With unrestricted access to Google Earth and Maps, your nonprofit can:

  • Display community or donor location data on Google Maps.
  • Receive a $250 per month credit to apply toward the Google Maps Platform.
  • Get additional Google Mapping tools, like My Maps and Creation Tools.

While this platform might seem like an unusual resource, it’s actually incredibly useful for connecting with local audiences! Plus, there’s no harm in using it since it’s free through Google for Nonprofits.

Potential Impact

This resource won’t be quite as valuable for some organizations, but for some, it can really enhance how you carry out your work. To inspire your own use of this Google for Nonprofits product, let’s look at an example.

As a well-respected organization, the Jane Goodall Institute (JGI) strives to preserve African great apes and their habitats. Conservation projects like these require data-rich information to create, measure, and monitor success. They also depend on engaging stakeholders in transparent and engaging ways. Google Earth’s tools emerged as a unique way for JGI to capture stakeholders’ attention and push their conservation efforts forward.

Google for Nonprofits’ JGI case study explains that since 2009, JGI has been able to capture and share information about deforestation in visually-stimulating ways. Backed by mapping tools, they’ve been able to:

  • Illustrate disappearing habitats due to powerful factors like unsustainable farming practices.
  • Manage land use and forest reserves.
  • Monitor biomass and carbon in dry tropical forests.
  • Model potential distribution of chimpanzees across Tanzania’s National Parks.
  • Develop an online course for their youth action program with Google’s Coursebuilder software that uses Google mapping tools.
  • Conduct detailed inventory and mapping of private forest owners using Open Data Kit (ODK).

It may take some brainstorming to figure out how this Google for Nonprofits product plays into your efforts. It can be as simple as using Google Maps to help nearby beneficiaries locate your services. Or, you might use the platform to showcase interactive images of your locations using Google Street View. Get creative, and you can make real progress for your cause!

Who Is Eligible for Google for Nonprofits?

If you’re registered as a charitable organization in your country, you’re likely eligible for Google for Nonprofits. For U.S.-based nonprofits, that means you need to be a registered 501(c)(3) organization.

However, some organizations are automatically ineligible, regardless of their charitable status. Ineligible organizations include:

  • Governmental organizations and entities
  • Hospital and healthcare organizations (exception: charitable arms or foundations associated with healthcare organizations are still eligible.)
  • Schools, academic institutions, and universities (exception: philanthropic arms of educational organizations are eligible. All others must register for Google for Education to receive similar tools like Google Workspace, Google Classroom, and discounted Chromebooks.)

If you’re not sure if you’re eligible, it doesn’t hurt to apply for Google for Nonprofits! The worst that can happen is your application gets rejected.

Know that during the application process, Google for Nonprofits works with Percent to verify applicants’ legitimacy. This group serves as a bridge between nonprofits, businesses, and donors. It works to validate nonprofits, so companies can offer their products for free or discounted rates without concern.

Need to register with Percent? Nonprofits Source’s Google Ad Grant application guide walks through the steps needed to do so. Plus, you’ll learn how to apply for the Google Ad Grant through Google for Nonprofits.

How Do I Activate Google for Nonprofits?

If you’re looking to increase team productivity or amplify your mission online, applying for Google for Nonprofits should be a no-brainer! Luckily, Google makes it incredibly easy to get started.

They break the process down into 4 easy steps, including:

This graphic outlines how to apply for Google for Nonprofits.

  1. Meet the eligibility requirements. The criteria vary by country. As we mentioned, you’ll need to be registered as a charitable organization in your country, be registered with TechSoup, and agree to the terms of service. Remember that governmental organizations, healthcare organizations, and schools are ineligible.
  2. Request a Google for Nonprofits account. Once you meet the requirements, you’ll need to request an account for the program. Visit the Google for Nonprofits homepage, click ‘Get started,’ and provide some information about your organization and your role.
  3. Wait for verification from Percent. Google works with Percent to verify the legitimacy of nonprofits. Percent reviews most requests within 2-4 business days and may reach out for more documentation to verify your organization.
  4. Activate the Google for Nonprofits products individually. Once you’re verified, you’ll receive a confirmation email and can activate each Google for Nonprofits product within your account.

That’s all it takes! From here, you’re free to dive straight into using your free tools from Google and take your mission to new heights!

Final Thoughts on Google for Nonprofits

Google for Nonprofits can be an incredibly valuable resource for any nonprofit. Depending on your nonprofit’s work, some tools will naturally be more valuable than others. Like we mentioned, Google Earth and Maps isn’t suited for every nonprofit.

However, every organization can benefit from Google Workspace and Google Ad Grants. Google Workspace for nonprofits allows you to strengthen team collaboration and securely store your documents. Whether you’re communicating via email or editing extensive documents, these tools are a must-have on a daily basis.

As for Google Ad Grants, what organization would turn down free advertising money? The program requires some commitment to learning, though. You’ll want to choose the right keywords and create inspiring ads that persuade searchers to click through to your site. We recommend working with a Google Grants manager to make the most of this opportunity. Plus, the right ones will also help you get set up with Google for Nonprofits. For the best results, work with a Google certified partner, like Getting Attention.

No matter how you envision leveraging Google for Nonprofits, it’s not something you want to miss out on. After all, it’s completely free. Between Workspace, Google Grants, the YouTube Nonprofit Program, and Google Maps, you can make some serious strides for your cause.

Other Resources to Explore

Nonprofit Basics – Learn more nonprofit management essentials by exploring other expert resources.

Google Grants Eligibility: Is Your Nonprofit Eligible? – The Google Ad Grant is a huge asset to your marketing efforts. Figure out if you meet the criteria outlined in this guide.

How to Apply for Google Grants: A Comprehensive Guide – Follow these steps to get your Google for Nonprofits account and Google Ad Grants account up and running.

Work with our recommended Google Ad Grants agency to get more out of Google for Nonprofits.

Learn more about ActBlue and Double the Donation.

Matching Gifts With ActBlue + Double the Donation

/in /by

Imagine you run an organization working to promote social good in your community. You’ve been tasked with planning an upcoming fundraising campaign for your group, and you’ll need to collect as much revenue as you can in a short amount of time.

But there’s one problem⁠—the majority of your organization’s support network are low and mid-size donors who often don’t have the capacity to shell out hundreds of thousands of dollars for your cause. And that’s where matching gifts come in!

Corporate matching gift programs enable donors to double the impact of their donations by requesting gift matches from participating employers. As a result, donations go twice as far, and these donors see their support being stretched to do even greater things.

So, how do you get started leveraging this widely available yet continually underutilized form of funding? For this example, let’s say your team is already equipped with ActBlue’s online donation platform. All you need to do to get the ball rolling with matching gifts is integrate Double the Donation’s workplace giving software into your existing ActBlue donation process!

This guide will provide you with an overview of the ActBlue + Double the Donation integration, what that means for organizations like yours, and how to make the most of matching gifts with the right tools. Then, we’ll share a quick story of an organization that leverages ActBlue and Double the Donation to successfully raise more with matching gifts.

Let’s dive in!

What is ActBlue?

ActBlue is a leading nonprofit technology provider that works to equip left-leaning organizations, Democratic candidates, and more with the tools they need to fund their efforts. Founded in 2004, ActBlue has helped progressive groups raise nearly $10 billion with their free online fundraising solution.

ActBlue and Double the Donation work together to provide top nonprofit technology.

As a nonprofit itself, ActBlue targets “small-dollar” donors in order to make big changes⁠—including its own supporters!

ActBlue + Double the Donation: What Does the Integration Offer?

With an integration between ActBlue and Double the Donation, both platforms aim to empower more donors to make a greater impact on their favorite causes. Here’s what they have to offer:

  • For embeddable forms: Organizations utilizing ActBlue’s embeddable donation forms can easily configure Double the Donation’s autocomplete employer search tool within their donation confirmation pages. Once the tool is embedded, data is collected through the donation process and within the search tool, which automatically flows into their Double the Donation account.
  • For non-embeddable forms: Non-embeddable or hosted forms are able to use webhooks to enable data flow from the donation process to Double the Donation’s matching gift portal. However, the autocomplete search tool is unable to be embedded within the confirmation page.
  • Match-eligible gift identification: The more information you have on donors, the better. ActBlue and Double the Donation provide multiple solutions for matching gift-eligible donation identification, enabling your organization to target and prioritize high-value potential matches. Identification tactics include your confirmation page tool, email domain screening, and more.
  • Automated follow-ups: After each donor gives to your organization, Double the Donation’s automated email streams enable you to trigger personalized follow-up messaging. This allows fundraisers to easily inform donors about available matching gift programs and provide eligibility information through the matching gift company database.

And if you’re not sure how to get set up or are looking to troubleshoot a concern, ActBlue and Double the Donation each prioritizes friendly, responsive, and trustworthy client support teams to help guide your way. You’ll receive timely and effective solutions that empower you to utilize your software to the greatest extent.

Client Case Study: How Rideshare2Vote Aware Matches Gifts With ActBlue + Double the Donation

Rideshare2Vote Aware is a nonprofit organization dedicated to training mission-driven leaders, transporting voters to get to the polls during elections, and elevating community and civic engagement overall.

In order to fund their efforts, R2V Aware relies on generous donations from like-minded supporters. Now, the organization has partnered with ActBlue and Double the Donation to raise more through matching gifts by leveraging the comprehensive fundraising solution (and incorporating many of the tips shared above).

Since getting up and running with their software integration, Rideshare2Vote Aware has established a fantastic matching gifts page on their website, as you can see here.

Here's an example of a web page with ActBlue + Double the Donation tools.

These are some things that R2V Aware’s matching gift web page does well:

  • Incorporated a detailed FAQ section to equip donors with the answers to common and expected questions about matching gifts.
  • Provided information about volunteer grants as well (another top source of workplace giving revenue!).
  • Prominently displayed their contact information and EIN to simplify the match request process for donors.
  • Embedded Double the Donation’s easy-to-use matching gift search tool within the page for donors to quickly determine their matching gift eligibility through their employer.

With these matching gift best practices in place, the Rideshare2Vote Aware team is able to inform their donors about available matching gift opportunities and encourage individuals to pursue matches through their employers. Increased exposure to matching gifts through online promotion and targeted email follow-ups leads to increased matches submitted, which ultimately leads to increased matching funding for their cause.

3 Tips for Driving More Matches with ActBlue and Double the Donation

Matching gifts enable small-dollar donors to make a larger impact on the organizations and campaigns they support and to do so at a level they might have been unable to reach on their own.

If you’re looking to leverage the software integration between ActBlue and Double the Donation as described above, consider implementing these best practices in your strategy:

1. Create a dedicated matching gift web page.

Your website is one of your organization’s most valuable marketing assets for all sorts of purposes⁠—from sharing information about your services to the funds you need to power your mission. It makes sense that matching gifts should be promoted heavily across your website! This should include a mention in your navigation menu, a brief overview on your “ways to give” page, and a solid description on a dedicated matching gift web page.

This page should be quick to locate from any other area on your website, incorporate the information donors need to be inspired by the impact of matching gifts and provide easy ways for users to determine their next steps for getting involved.

2. Highlight matching gifts on your donation confirmation page.

When a donor clicks “submit” on their donation, they’re typically redirected to the organization’s confirmation page, where the organization provides a brief thank-you message. However, your donation confirmation screens offer one of the best and most impactful ways to promote matching gifts to your donors.

At this stage in the giving experience, many donors are still riding their post-donation high. Make the most of this giving momentum by encouraging individuals to take the next step in order to acquire a matching gift for your cause.

To do so, we recommend embedding a matching gift search tool directly into your confirmation screen! Donors are prompted to complete a quick search of their employer’s name, which provides ample information about the company’s matching gift process (and what to do next).

Bonus tip: This practice is really simple to incorporate if your organization utilizes ActBlue’s embeddable donation forms alongside Double the Donation’s tools!

3. Incorporate personalized matching gift donation follow-ups.

Not everyone will complete their matching gift request from your confirmation screen. And for those individuals, sending customized reminder messaging after the fact can be a great way to get supporters back in the giving mood⁠—especially when it doesn’t require them to reach back into their own pockets.

If you have donor employer data on record, you can even provide company-specific matching gift program guidelines and submission forms without lifting a finger. Armed with this information, donors are more likely to complete their matching gift request process.

Your organization receives additional funding, and your donor knows they were able to impact your cause in an even greater way!

ActBlue and Double the Donation each function to provide organizations like yours with best-in-class technology for raising more. When you utilize the two solutions together, the results can show significantly elevated matching gifts and overall fundraising efforts.

Interested in getting started with ActBlue and Double the Donation? Learn more about the partnership with our detailed integration guide or request a personalized demo of Double the Donation here!

Boost your matching gifts with ActBlue + Double the Donation.