Top Fundraisers with Standout Matching Gift Success

5 Fundraisers with Standout Matching Gift Success

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Double the Donation works with thousands of clients in the nonprofit and educational fundraising spaces. And just about all of our clients have seen significant matching gift success when employing our tools!

In this post, we wanted to spotlight a few standout examples of impactful matching gift strategies from top fundraisers. These include:

  1. Leukemia and Lymphoma Society
  2. The Greater Boston Food Bank
  3. Southern California Public Radio
  4. Humane Society International
  5. Marietta College

As we explore tried-and-true practices exemplified by these notable organizations, make a note of the strategies you can leverage in your own team’s matching gift fundraising efforts.

Matching gift success story: LLS

Matching Gift Success Story #1: Leukemia and Lymphoma Society

Founded in 1949, the Leukemia and Lymphoma Society is one of the largest medical research organizations in the world. With a specific dedication to blood cancer treatment, the nonprofit averages over $285 million in annual contributions and has funded more than $1.6 billion in groundbreaking advancements.

LLS also hosts a few of the largest peer-to-peer-focused nonprofit fundraising events. This includes its Light the Night Walk, which collects more than $70,000,000 from over 1 million participants each year.

And a significant portion of their workplace giving fundraising has been made available through corporate matching gift programs!

Matching Gift Facts and Figures

  • LLS began leveraging Double the Donation’s matching gift automation platform in June 2017.
  • Since getting started with Double the Donation, the organization increased its matching gift revenue year-over-year by more than 48%, bringing in an additional $3.4 million through corporate matching for the cause.
  • More than 1,500,00+ LLS donors interact with Double the Donation tools throughout and following the donation process itself.

Let’s take a look at some of the main functionality leveraged by the Leukemia and Lymphoma Society in regard to their matching gift growth:

  • Email domain screening and streamlined search tool on donation forms to identify match-eligible gifts;
  • Detailed matching gift program results and forms on donation confirmation/thank-you page;
  • Automated messaging to match-eligible and unknown donors with customized email sending logic, branding, sending domain (from @lls.org), subject lines, graphics, and more;
  • Matching gift plugin across multiple websites and forms;
  • Outbound calling to top match prospect opportunities;
  • Custom sending limits for major and recurring gifts;
  • Top-notch data security measures, including data encryption, intrusion detection software, intrusion penetration software, multi-factor logins, malware detection, and vulnerability scanning;
  • Full CRM sync to make the most of donor data collected through matching gift strategies.

Want to see it in action? View Leukemia & Lymphoma Society’s matching gifts page here:

LLS matching gift page

Matching gift success story: Greater Boston Food Bank

Matching Gift Success Story #2: The Greater Boston Food Bank

The Greater Boston Food Bank was founded in 1981 and has since grown into the largest hunger relief organization in all of New England. Through free mobile markets, SNAP assistance, forward-thinking research, and more, GBFB empowers those struggling with food insecurity in Eastern Massachusetts.

With over 80,000 donors annually supporting their efforts, the Greater Boston Food Bank brings in more than $175 million in total revenue each year.

Matching Gift Facts and Figures

  • The GBFB saw a 56% increase in its annual matching gift revenue after getting started with Double the Donation’s automated solution.
  • In their first year using the tools, GBFB matching gift revenue grew from $1,188,585 to over $1,853,036⁠—a difference of more than $660,000.
  • Over $790,000 worth of match-eligible dollars were identified by Double the Donation’s software in a twelve-month period.

Here are the primary components of our matching gift solution employed by the Greater Boston Food Bank:

  • Email domain screening and streamlined search tool on donation forms, which enables the organization to quickly and easily uncover match opportunities;
  • Full, company-specific matching gift program guidelines and links to request forms automatically populating on donation confirmation pages;
  • Custom restrictions and email logic, and organization-specific sending domain, providing a targeted outreach experience for each donor;
  • Automated donor segmentation by match eligibility (likely match-eligible, likely match-ineligible, unknown eligibility) with personalized next steps for each type.

See what they’re doing to drive success! View The Greater Boston Food Bank’s matching gifts page here:

Greater Boston Food Bank matching gift page

Matching gift success story: SCPR

Matching Gift Success Story #3: Southern California Public Radio

Southern California Public Radio (SCPR) is a member-supported public media network operating multiple radio stations in the Southern California region. Its primary station (formerly known as KPCC and since re-branded as LAist 89.3) is a non-commercial educational radio provider.

Together, the network of stations reaches more than 800,000 listeners, with a goal to provide high-quality news and other informational content to its audiences. SCPR has a total annual revenue of over $40 million through individual and corporate contributions alike.

Matching Gift Facts and Figures

  • Southern California Public Radio saw a 55% increase in matching gift revenue after employing Double the Donation’s automated solution to increase awareness of match opportunities among donors.
  • More than 75,000 SCPR donors interact with Double the Donation technology, from the company search tool and program guideline plugin to follow-up emails and submission portal links.

Here’s how SCPR is using Double the Donation to drive more matching gifts to completion:

  • Multiple donor screening methods to identify and follow up on available matches⁠—including email domain screening and our matching gift database search tool;
  • Full matching gift company guidelines available on gift confirmation screens, providing details such as minimum and maximum donation amounts, match ratios, qualifying nonprofit and employee types, submission deadlines, and links to request forms;
  • Automated and custom-branded email messaging for match-eligible and unknown donors;
  • Personalized donor experiences, encouraging supporters to take outlined next steps and pursue matching gifts using custom email sending logic;
  • Access to matching gift search tool plugin across multiple website domains and online giving forms, ensuring donors have easy access to the information they need;
  • Custom sending limits for recurring and major gift donors, complete with email blocklist and unsubscribe functionality;
  • High levels of data security, including data encryption, IDS, IPS, multi-factor login, and malware and vulnerability scanning to keep donor information safe and secure.

See for yourself! View Southern California Public Radio’s matching gifts page here:

SCPR matching gift page

Matching gift success story: Humane Society International

Matching Gift Success Story #4: Humane Society International

Since 1991, Humane Society International (also known as HSI) has served in the animal welfare space to promote positive relations between humans and animals across the globe. With an annual revenue nearly totaling $24 million, HSI leverages individual donors, corporate support, and more to make a difference in the lives of creatures everywhere.

Matching Gift Facts and Figures

  • HSI saw an increase of more than 17% in its matching gift revenue year-over-year by employing Double the Donation’s fully automated solution.
  • $234,000+ match-eligible donations were identified in the first year using matching gift automation.
  • Over 68,000 matching gift emails were sent in a twelve-month period⁠—including matching gift program guidelines, submission reminders, and more.

Specifically, Humane Society International leveraged Double the Donation to enable:

  • Easy match-eligible donor identification (through email domain screening, donation form search tools, etc.);
  • Detailed matching program guidelines and next steps, providing easy access to company match criteria, deadlines, and submission instructions;
  • Automated matching gift messaging, such as program eligibility and reminders;
  • Customized email functionality (e.g., sending logic, limits and restrictions, sending domains, subject lines, image branding, and more) to ensure personalized donor communications;
  • High-level data security measures (including encryption, intrusion detection, and vulnerability scanning).

Take a look for yourself⁠—click here to see Humane Society International’s matching gifts page:

Humane Society International matching gift page

Matching gift success story: Marietta College

Matching Gift Success Story #5: Marietta College

Established in 1835 in Marietta, Ohio, Marietta College is a private liberal arts school. Offering more than 50 undergraduate and graduate majors, Marietta College provides focus areas across arts, sciences, humanities, and more.

All in all, the college receives over $70 million in annual revenue per year, with nearly $46 million coming from tuition and fees and more than $22 million from donor funding and grants⁠—including corporate matching.

Matching Gift Facts and Figures

  • Marietta College identified more than $40,000 in match-eligible donations in the first year of using Double the Donation.
  • The school boasts an open rate of 60% for their automated matching gift emails, which is approximately three times the industry average open rate of 20%.

Here’s how Marietta College and Double the Donation teamed up to maximize matching gifts with these key features:

  • Corporate email domain screening and donation form search fields to collect employment information;
  • Complete match results auto-populating through confirmation screens, email follow-ups, and match page searches;
  • Customization of email sending logic, company restrictions, message sending limits, email domains, subject lines, and more.
  • Automated email follow-ups for donors identifies as match-eligible, match-ineligible, and unknown employment status, providing detailed next steps and actionable insights to drive matching gifts.

Get schooled! View Marietta College’s matching gifts page here:

Marietta College matching gift page

Wrapping Up

Most nonprofits receive some amount of matching gift revenue even without a dedicated plan in place. However, a much smaller percentage of organizations have a well-thought-out strategy with the tools to implement it. Ultimately, the latter group comprises those that are making the most of the opportunity at hand.

When you take a long look at these groups (such as those highlighted above), you can uncover the practices that produce standout matching gift success. Then, begin emulating such tips and tricks in your own team’s efforts with strategic matching gift training and access to innovative technology. And Double the Donation is here to help!

Double donations with our matching gift marketing plan template

Interested in learning more about matching gift fundraising and how your nonprofit can maximize revenue through the source? Check out our other educational resources below:

Bring matching gift success to your own organization with Double the Donation

Learn more about how donor walls are useful for nonprofits.

Donor Walls – Nonprofit Basics

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Donor walls are a great way to show appreciation to donors and demonstrate the impact of their contributions, which can aid in donor retention and acquisition. They provide a tangible way to thank and recognize donors for their support, while also creating a sense of community and allowing donors to show off their commitment to the organization.

What is a Donor Wall?

A donor recognition wall is a permanent display honoring an organization’s generous supporters, which can take the form of an immersive, interactive experience. Nonprofits, universities, medical facilities, and faith-based organizations are among those that create these walls to recognize major donors, corporate sponsors, and major contributors. The cost of a donor recognition wall will depend on its size and materials used, but it’s considered a critical investment that can improve donor retention and add a beautiful focal point to a space.

Types of donor walls include traditional, digital, hybrid, and virtual.

Different Types of Donor Walls

Traditional Donor Walls

Traditional donor walls are the classic option, often made of engraved metal plaques, acrylic with vinyl or etched lettering, glass, or other material-based components. They’re typically arranged in a board or giving tree. The appeal of a traditional donor wall is in the art-like overall aesthetic and the luxury of tactile donor names. These are a good option for organizations with low volumes of donors to recognize. Updating the list of donors can be moderate in cost, and the initial investment is less than a digital donor wall.

Digital Donor Walls

Digital donor walls are a more modern approach, made of a screen or a series of screens. They can display a dynamic amount of names with many giving levels and types of giving. Videos, photos, and other multimedia elements can be added to the screen(s) in real-time. They’re great for organizations with a high volume of donors to recognize or that want to showcase their history, mission statements, ‘Why I Give stories’, donor highlights, impact stories, and more. There’s no cost to add or update the list of donors, but the initial investment is more than a traditional donor wall.

Hybrid Donor Walls

Hybrid donor walls are the best of both worlds. They combine the art-like cabinetry found in traditional donor walls and blend it with the ease of use and magnificence of digital donor walls. This provides a more interactive and engaging experience for donors and visitors, while still providing a tangible way to recognize and honor donors. The initial investment for a hybrid digital donor wall is the most expensive option, but there is generally no cost to update the list of donors.

Virtual Donor Walls

Virtual donor walls are accessible through nonprofit websites, leveraging much of the same software technology as a digital donor wall. These can be used to keep recognition up to date and leveraged for online marketing strategies. They are particularly useful for organizations with no physical or public presence that other donor walls would require. Updating the donor lists has no cost, and the initial cost to develop a virtual donor wall is a fraction of the cost of other digital or hybrid solutions. Virtual donor walls are a great way to recognize and honor donors online, making them a cost-effective solution for organizations that don’t have the budget for traditional or digital donor walls.

Benefits of A Donor Wall

Culture of Philanthropy-Building

Donor walls are a powerful tool for building a culture of philanthropy within an organization. They provide a tangible way to steward and thank donors for their support, while also creating a sense of community and shared purpose. By displaying donor names and contributions in a public space, donor walls demonstrate the impact of individual giving and encourage others to get involved.

Donor Acquisition and Retention

In addition to recognizing donors, donor walls also serve as an important tool for donor acquisition and retention. They provide a way for potential donors to see the impact of giving and understand the value of their contributions. They also help to build a sense of community and shared purpose among donors, which can encourage them to continue giving and even increase their level of support.

Donor Engagement

Donor walls are not just a display of appreciation, but they’re also a way to engage donors and encourage them to continue their support. They provide a tangible representation of the impact of giving, and help donors to see the value of their contributions. By recognizing donors in a public space, donor walls create a sense of community among donors and build a sense of shared purpose. This can encourage donors to stay connected with the organization and continue their support.

Overall, donor walls play a crucial role in building a culture of philanthropy within an organization. They provide a powerful tool for recognizing and thanking donors, encouraging giving, and promoting transparency and accountability. They are a valuable investment for any organization committed to building a strong culture of philanthropy and fostering a sense of community among donors.

Other Resources to Explore

Nonprofit Basics – Learn more about other nonprofit management essentials by checking out these expert resources.

8 Donor Engagement Strategies to Drive Nonprofit Support – Donor engagement is crucial for building a strong nonprofit organization. Take advantage of the strategies discussed in this article to boost your efforts.

Retaining Matching Gift Donors: 4+ Effective Strategies – Retaining donors in addition to acquiring new donors, offers a multitude of benefits. Explore ways to keep matching gift donors engaged with your organization.

Alternative Fundraising Avenues: Recouping After Lost Funding Sources

Alternative Fundraising Avenues: Recouping After Lost Funding Sources

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There are many different funding types at the disposal of nonprofit causes. These sources empower organizations like yours to bankroll mission programming and behind-the-scenes operations alike. Still, most fundraisers end up relying on a few primary channels to power the brunt of their operations.

So what happens when one of those key sources becomes unavailable? Oftentimes, that means it’s time to begin searching for alternative fundraising avenues.

And we’re here to help! In this guide, we’ll cover:

Ready to dive in? Let’s start at the beginning.

Why your nonprofit might lose a funding source

The loss of a nonprofit funding source can be jarring⁠, and you might not always see it coming. However, understanding common causes behind lost fundraising avenues can make a big difference in preparing to overcome whatever obstacles are thrown your way.

Some scenarios in which your organization finds itself without a key funding source might include losses of major donors (whether due to passing, changing financial circumstances, or other reasoning), specific grants not coming through, and more.

One of the most prominent⁠—and widespread⁠—examples of this occurred at the start of the COVID-19 pandemic in March of 2020. Still, the lingering effects remained for years after the fact. And that’s when organizations across the globe that had been previously dependent on revenue generated through in-person fundraising events were now without access to the source.

Luckily, all was not lost! Instead, organizations went to work rapidly transitioning events to the virtual realm in order to maintain donor engagement and giving.

Another, more recent instance? The cessation of Amazon’s philanthropic initiative, AmazonSmile, in February 2023. This program had been a fairly effortless source of income for over one million local and national causes, producing more than $365 million for participating organizations. Once the closing of the program was announced, tons of nonprofits began scrambling to locate new ways to make up the income they’d been depending on.

And that brings us to our next section!

Next steps after losing a funding source

If your nonprofit has just lost a key source of funding, you may be tempted to enter panic mode. But first, we recommend taking a few easy steps to get your organization back on track for financial success.

Determine how much was lost from the source.

First and foremost, start by gauging exactly how much was lost from the source.

If you were expecting a particular grant payout or a donor had been contributing a static amount year after year, you could fairly simply determine the amount you were accounting for. On the other hand, more variable sources⁠—e.g., fundraising events or programs like AmazonSmile⁠—can be estimated by calculating the average dollar amounts received over a period of time, such as the last months or years.

For example, many organizations are (understandably) fretting about the AmazonSmile program shutting down. However, reports indicate that the average annual payout for the program was a mere $230.

Looking at it this way can help contextualize the loss and make an actionable plan to compensate for the lack of funding.

Pursue new fundraising avenues.

Now, begin brainstorming ways to make up for the lost funding. When one door closes, another one may be opening. That means it might be time to pursue a brand new funding avenue.

A few examples may include:

  • Launching an online store (such as selling branded merchandise for your cause!)
  • Exploring fee-for-service models (e.g., summer camp, youth programming, etc.)
  • Hosting a nonprofit crowdfunding campaign

Keep in mind that this idea can look vastly different from one organization to the next. After all, there’s a world of opportunities readily available.

Ramp up existing (yet often underutilized) funding types.

What about those revenue streams that produce some funding for your cause, but you don’t have a particularly built-out strategy for making the most of the resource? It’s a great chance to optimize your efforts regarding those funding types, as well!

For many organizations, this is where corporate giving programs fall. Perhaps you’ve received a number of matching donations, maybe even a few volunteer grants. However, you might generally rely on individual supporters to pursue those avenues on their own. In that case, now might be the best opportunity to ramp up your efforts to help ensure no matches are ultimately going unclaimed.

Diversifying funds with 10+ alternative revenue streams

When you rely too heavily on any one type of funding, you run the risk of financial instability should something happen to that source. Thus, one of the best ways to prepare your organization prior to losing potential revenue streams is to ensure a well-rounded and sustainable funding model.

Example alternative fundraising avenues to pursue

Let’s take a look at some of the most popular⁠—and impactful⁠—kinds of nonprofit funding to consider. Keep in mind that a versatile fundraising strategy likely incorporates many, if not all, of these earning types.

1. Corporate Giving

According to corporate giving research, corporations contribute, on average, over $21 billion each year. Much of this funding is donated through generous programs, such as:

  • Matching gifts
  • Volunteer grants
  • Sponsorships
  • Corporate grants

However, billions of dollars in workplace giving revenue is left on the table each year, largely due to a lack of knowledge surrounding the programs.

Want to increase participation in corporate philanthropy and drive additional corporate funding to your cause? Identify the right opportunities (such as by using a database like Double the Donation) and raise awareness among supporters. You can even encourage them to get their employers involved! Don’t worry: we’ll share more on matching gifts later.)

2. Individual Gifts

Many nonprofits make up the majority of their annual fundraising revenue through individual donor giving. This typically includes a number of specific giving types, such as:

  • Small-dollar gifts
  • Mid-size gifts
  • Major gifts
  • Planned gifts

In order to maximize individual giving, be sure to send personalized and targeted fundraising appeals. You’ll also want to emphasize the tangible impact of generous donations on your nonprofit’s mission.

Plus, the above-cited research shows that simply highlighting matching gifts in donation asks results in a 71% increase in response rate and a 51% increase in average gift amount.

3. Grants

Nonprofit (or fundraising) grants are a specific type of monetary contribution made to a charitable cause. They are typically larger than the average donation amount and are often restricted to funding a particular project or program.

Grants can be made by a range of different institutions but generally fall into one of the following categories:

  • Foundation grants
  • Government grants (federal, state, and local)
  • Corporate grants

Most grants require some sort of application process and may include a dedicated proposal to be submitted. In order to secure more grant funding for your organization, it’s a good idea to spend some time researching opportunities and creating optimized proposal materials.

4. Event Revenue

Nonprofit fundraising events can certainly be fan-favorite experiences⁠—and can range from informal run/walk/ride competitions to elegant gala affairs. And each event typically encompasses multiple opportunities for generating revenue.

For example, your event may collect funding from:

  • Ticket sales or entrance fees
  • Auction bids
  • Merchandise sales
  • Individual donations
  • Event sponsorships

When you choose to host a fundraising event for your organization, be sure to invest time and resources into marketing the opportunity effectively beforehand. After all, your audience would love to participate to support your cause, but they need to know the event is happening in order to attend.

5. Online Giving

In line with the digital revolution, online giving has increased steadily, seeing consistent year-over-year growth throughout the past decade and beyond.

Remember: donors want an easy digital giving experience, so the tools you use to power online donations are a critical component of your strategy.

(Hint: Double the Donation partners with some of the greatest online donation platforms in the industry. Check out our integrations to learn more!)

6. Direct Mail Donations

Though many assume that direct mail is an outdated fundraising strategy, the truth is that it remains an excellent way to engage with your donors in an offline manner.

In fact, recent fundraising statistics report that direct mail is the second-highest reported giving preference among Baby Boomer donors worldwide. At the same time, it’s one of the top four most inspirational channels to drive action among supporters in Millennial, Gen X, and Baby Boomer generations alike.

One way to modernize the giving avenue, however, is to provide an online option for giving⁠—even when an individual is being prompted through a direct mail ask. For example, you might include a scannable QR code or an easy-to-type digital giving page URL.

7. Peer-to-Peer Fundraising

Also known as social or P2P fundraising, peer-to-peer fundraising is an impactful way for nonprofits to raise substantial levels of funding while also expanding their campaign reach to new heights.

In these initiatives, organizations equip dedicated supporters with the tools they need to raise money on behalf of their favorite causes. Volunteer fundraisers then solicit donations from their own networks of friends, family members, and more.

In the end, P2P campaigns often culminate in an engaging event experience, such as a walk-a-thon!

8. Membership Fees

Some nonprofits take a membership-based approach to supplement their other existing funding sources. This is a particularly popular model among school PTAs, community programming organizations, and more. And it can be a great way to incentivize giving and foster a sense of camaraderie among members!

Organizations that choose to enact membership fees (sometimes referred to as dues) typically provide exclusive perks for those who join and aim to set their prices at an affordable monthly or yearly rate.

9. Recurring Gifts

Recurring donations offer a wide range of benefits for the nonprofits receiving them. Not only do individual supporters typically end up giving more through these programs, but it also aids organizations in estimating incoming revenue.

And leveling up your recurring gifts can be as easy as incorporating a button on your online donation pages! You may be pleasantly surprised as to how many donors opt to become regular supporters of your cause when presented with the easy opportunity to do so. In fact, average online monthly giving grew by over 40% as recurring donation options became an increasingly popular choice among online supporters.

10. In-Kind Donations

While not a direct source of funding, in-kind donations (i.e., any non-cash gifts of goods, services, or time) are an essential component of nonprofit fundraising. After all, these types of contributions empower organizations to stretch their budgets further than otherwise possible. And that allows them to allocate revenue to other areas of their operations.

To drive more in-kind donations, make sure to market the opportunity to your donors! Many individuals love supporting nonprofits by providing gifts-in-kind and seeing the impact that their tangible purchases can have on their favorite causes. Plus, Amazon still offers an easy way for charities to create and share online wishlists from which their supporters can purchase and send items directly to the organization.

Our favorite fundraising avenue: employee matching gifts!

While all of the above funding sources can provide significant benefits for the nonprofits who choose to establish the initiatives, our #1 favorite method is employee matching gifts. After all, this top alternative fundraising avenue has huge potential⁠—though it’s still going largely underutilized.

In fact, Double the Donation research indicates that an estimated $2 – $3 billion is donated through matching gift programs each year. However, an additional $4 – $7 billion goes unclaimed on an annual basis.

Not to mention, corporate matching gifts are an opportunity that nearly all nonprofit organizations qualify to participate in. Over 26 million individuals work for companies with matching gift programs, including over 65% of the Fortune 500. More than likely, a key segment of your existing and prospective donors falls into that matching-gift-eligible group.

When you highlight the widespread availability of these programs, your organization can benefit not only from increased corporate funding but from elevated donor giving, as well. The above-mentioned studies also show that individual supporters are more likely to give (71% growth in gift conversion rates) and to give more (51% higher average transaction amount) when matching gifts are promoted. Thus, in the end, your organization receives additional revenue streams and new opportunities for communication and engagement. Talk about a win-win!

Plus, if you’re looking for a particularly impactful source of fundraising revenue that doesn’t require a ton of staff time and resources, dedicated matching gift technology is the way to go. Leveraging a matching gift automation tool (like Double the Donation’s solution) increases matching gift funds for nonprofits by over 61%, with innovative new auto-submission functionality projected to yield more than an 80% increase in match revenue.

360MatchPro and DonorDrive provide value to your nonprofit

 

And in the face of adversity, you generally won’t have to worry about a negative impact on matching gifts. In reality, many companies were reported to have developed new and improved employee matching initiatives in the wake of COVID-19 and other economic downturns. Besides, should one company roll back its programming, you’ll likely have a number of additional matching opportunities to pursue⁠—making it a particularly sustainable fundraising practice over time.

Final Thoughts

Preparing your team with a range of diversified revenue can go a long way toward continuous operational success⁠. Even in the midst of lost funding avenues, you’ll have a number of alternative fundraising streams supporting your organization.

And when you have a plan in place for optimizing passive income opportunities (such as employer matching gifts and more), you can continue driving forward mission impact despite losing access to other sources.

Ready to dive deeper into some of our favorite alternative fundraising avenues for nonprofits and schools? Check out these additional resources below:

Diversify your fundraising avenues with Double the Donation

This guide explores how to promote matching gifts with the Google Ad Grant.

How to Promote Matching Gifts with the Google Ad Grant

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If your nonprofit is serious about driving more matching gift revenue, it’s time to step up and get creative with your outreach. As one of the most innovative outreach channels, Google Ads might just be the missing piece to your matching gift marketing strategy.

For those who are paid marketing rookies, Google Ads is an online advertising platform where advertisers can display short ads that promote their web content to users on Google Search. Nonprofits that use the platform typically promote content related to fundraising, volunteering, and services.

Pay-per-click marketing can add up, though. Luckily, Google realizes this! That’s why they offer eligible nonprofits free access to Google Ads, making it the perfect opportunity to strengthen your organization’s digital presence. Crafting a high-performing ad campaign for matching gifts takes a bit more than writing a few sentences, directing people to your website, and calling it a day, though.

To help supercharge your marketing, we’ll share everything we know about promoting matching gifts with Google Ads. Here’s what we’ll cover:

A lot of work goes into managing a Google Ad Grants account and creating winning ads for your fundraising initiatives. That’s why we recommend working with a professional Google Grants manager! From pinpointing the right keywords to creating inspiring ads for matching gifts, our friends at Getting Attention know what it takes to stand out using Google Ads.

While waiting to discuss your Google Ad needs with their team, explore our suggestions below. That way, you can come prepared with some ideas for your Google Ad Grants marketing strategy!

Get help from our recommended agency to promote matching gifts with Google Ads.
Let's review the basics of using Google Ad Grants and spreading matching gift awareness.

An Overview of Promoting Matching Gifts with Google Ads

Before diving headfirst into specific marketing strategies, take some time to learn the basics of the Google Ad Grant program. You’ll find that a carefully-crafted Ad Grants strategy can amplify several parts of your mission, including everything from corporate giving to volunteer registrations.

What Are Google Ad Grants?

Created in 2003, Google Ad Grants has transformed into a popular corporate giving program that provides eligible nonprofits with $10,000 in free advertising credits every month. Organizations can spend these credits to bid on different mission-related keywords and promote their web content.

Nonprofits most often promote donation pages, service pages, and educational content, depending on the keywords they’re bidding on. Then, ads are placed strategically on the search engine results pages for those keywords, such as at the very top above the organic results.

Getting Attention’s Google Ad Grants guide explains that you should “think of it as your secret weapon for spreading awareness for your cause, expanding your donor and volunteer network, sharing essential updates with your supporters, and ranking higher on Google.”

The bottom line: The Ad Grants program makes it easy to fold Google Ads into your matching gift marketing strategy without blowing your marketing budget.

Not sure if you’re eligible for the Google Ad Grants program? Before applying, check out our guide to determining your Google Grants eligibility.

The Importance of Marketing Matching Gifts

Corporate giving makes up a sizeable portion of any nonprofit’s revenue. In fact, fundraising research estimates that corporations donate roughly $3 billion through matching gifts alone each year. Even with these incredible contributions, around 78% of match-eligible donors are unaware that their companies offer matching gift programs. That’s why effective marketing is vital!

If your donors aren’t aware of their match eligibility, they won’t follow through with submitting their requests. While matching gift automation will deliver automated email reminders to donors, using other avenues to promote matching gifts will help you reach prospects who haven’t donated yet.

From emails to Google Ads, there’s a lot you can do to spread awareness to donors and prospects who need an extra push to donate.

Why Nonprofits Promote Matching Gifts With Google Ad Grants

One of the reasons that the Google Ad Grant is a game-changer is that you can create highly-customized ads that showcase your cause.

Using a feature called sitelink extensions, you can build out your ads with additional landing pages, providing users with a variety of ways to engage with your cause. In other words, you can share several touchpoints all within the same ad.

Not to mention, you have complete control over the keywords you target. That means you can make sure you’re only targeting search queries that connect you with qualified leads. Plus, you can use Responsive Search Ads (RSAs) to test out different versions of your ads to drive more clicks.

Above all, Google Search empowers you to connect with donors from all over the world. Available to organizations in 51 countries, the Google Ad Grant breaks down geographical barriers, so you can connect with motivated supporters wherever they are.

Nonprofits Source’s online giving research provides a few convincing statistics that speak to the power of Google Ads:

These impressive statistics show the power of Google Ads.

  • Google processes about 3.7 billion search queries every day and owns over 84% of the desktop search engine market.
  • With an average ROI of $4.78, search ads have the highest ROI for nonprofits using paid advertising.
  • View-through revenue (revenue from donors who saw but didn’t click on an ad) accounts for 35% of all giving sourced from digital ads.

In other words, the Google Ad Grants program gives you the power to supercharge your digital marketing and increase matching gift awareness more than ever before. By carefully selecting keywords and creating persuasive ads, you can connect with donors who are ready to donate and submit their matching gift requests to employers.

Promoting matching gifts with Google Ads is just one piece of the marketing puzzle. Explore other creative ways to market matching gifts.

Develop the right website content to promote matching gifts via Google Ads.

Types of Matching Gift Website Content to Promote with Google Ads

So you’re convinced that Google Ads is a viable way to grow matching gift awareness. Great! We wholeheartedly agree. Now, it’s time to take the next step: determining what content to promote with Google Ads. Or, if you haven’t already done so, you’ll need to create matching gift content on your website to attach to your ads.

One of the rules of the Google Ad Grant program is that your nonprofit must have high-quality website content. After all, that content is what you’ll be promoting with your ads. Let’s explore a few pages related to matching gifts you’ll want to create on your site.

Your Donation Form

A donation form is one of the most popular pages that nonprofits promote using the Google Ad Grant. Luckily, the donation process is the perfect time to encourage users to check their matching gift eligibility! Anyone visiting this page is clearly already thinking about donating, and they might even increase their donation if they know their employer will match it.

Using one of Double the Donation’s donation form integrations, simply embed your employer search tool into this page. This will empower donors to take action immediately after clicking one of your Google Ads.

Your donation form is the perfect place to drive traffic via Google Ads and promote matching gifts.

While creating brand-new matching gift content takes some time, updating your existing donation page with an employer search tool is a quick way to incorporate Google Ads into your matching gift promotion.

A Matching Gifts Page

While the concept of matching gifts is simple, companies’ programs can be tricky to navigate. They each have their own requirements and processes donors must follow to qualify. That’s why you’ll want to create a landing page that guides users through the process and allows them to determine their eligibility.

Your page should feature:

  • Basic information regarding what matching gift programs are
  • How the process of requesting a matching gift works
  • Corporate giving statistics that convey the impact of matching gifts
  • Your employer search tool so that users can research their companies’ programs

A dedicated matching gifts page will play a vital role in your Google Ads strategy. Your goal with this page should be to teach donors about matching gifts and spur them into action to submit the necessary forms. Then, when they click through to your site from your ad, they’ll know exactly what next step to take.

A Ways to Give Page

A Ways to Give page covers every way a prospect can support your work, from monthly giving to volunteering to matching gifts. Best of all, you probably already have this type of page published on your site.

Use Google Ads to drive donors to your Ways to Give page, where you can promote matching gifts.

Easily update your Ways to Give page with matching gift content. At a minimum, we recommend that you:

As an added bonus, this page is great to include in other ads! You can expand your other ad campaigns using the sitelink extension feature. Then, link to your Ways to Give page, directing all types of prospects to it to learn more about supporting your work.

Blog Articles

Occasionally, you’ll encounter donors who are confused about matching gifts, the process, and how to determine their eligibility. Clear up any confusion by publishing blog articles about matching gifts. This is also a great opportunity to share stories about how corporate giving has impacted your cause.

As you brainstorm your approach, here are a few other ways to create motivational blog articles about matching gifts:

  • Post insightful stories about matching gifts and the effects these programs can have on your organization’s mission.
  • Incorporate a graphic that advertises matching gifts on the side of all blog posts to help increase awareness.
  • Review the basics of matching gifts and give donors clear steps for checking their eligibility and submitting requests to their employers.

Like we mentioned, you can promote all sorts of content with the Google Ad Grant, including educational content about matching gifts! Dedicate some of your marketing team’s time to creating these articles. Then, when you create a particularly captivating article, you can promote it using Google Ads.

Dive into other common ways to market matching gifts to your donors across your website.

When marketing matching gifts on Google, make sure to choose the right keywords.

Choosing Keywords for Your Matching Gift Google Ads

One of the main components of your Google Ads is your keywords. Your keywords can make or break your Google Ads. Picking the right search terms will help you connect with motivated prospects who are likely to donate and submit matching gift requests to their employers.

Through Google for Nonprofits, you’ll gain access to helpful keyword research tools like Google Keyword Planner. Use these tools to pinpoint the terms your donors are searching on Google. Or, if you’re feeling wary about picking your keywords, a Google Grants manager can step in to do the research for you.

To build effective keyword lists and optimize your Google Ad Grant account, follow these quick tips:

  1. Think like your donors. Ask, “What would a donor search to find out more about supporting our organization?” Then, think about how to promote matching gifts through those terms.
  2. Select general keywords to expand your reach. As we mentioned, a lot of donors don’t know about matching gifts. To reach a large audience, target generic keywords that relate to supporting your cause. Then, you can direct users to specific pages that promote matching gifts.
  3. Narrow your audience with specific keywords. To reach donors who already know about matching gifts, you might bid on more specific terms. Know that specific keywords tend to be less competitive, meaning your ads are more likely to be shown to users. However, keep in mind that keywords that are too specific will limit who you’re able to reach with your Google Ads since not many people will search these terms.
  4. Know that you don’t have to add every variant of every keyword. Your keywords can capture traffic from closely related variations of whichever ones you choose. In other words, you don’t need to add every search query you come up with.

Let’s give a quick example so that you can see how this might look in practice. Let’s say you work for a heart disease prevention organization. Your donors might be looking to learn more about supporting heart disease research.

In this case, you might target search queries like “ways to give to heart disease research” and “donate to fight heart disease.” Then, you can direct traffic to your donation form and expand your ad with additional links to your Ways to Give page and dedicated matching gift page.

More specific matching gift keywords, like “matching donations to heart disease research” won’t receive much traffic. Targeting terms like this means you’ll severely limit your audience and likely won’t increase matching gift awareness very much.

So considering that your goal is to promote matching gifts with the Google Ad Grant, we suggest leaning into the first strategy of choosing more generic keywords. Then, you can use more specific keywords to spread awareness among knowledgeable donors.

Learn how to promote matching gifts with the Google Ad Grant by looking at examples.

Examples Showing How to Promote Matching Gifts with Google Ads

You can read all day about how to promote matching gifts with the Google Ad Grant. However, it’s much more useful to see some examples from real organizations! Here are a few of the ways we’ve seen nonprofits increase matching gift awareness through well-written Google Ads.

ASPCA

This example image shows how ASPCA uses Google Ads to promote matching gifts.

For this Google Ad, ASPCA targets focused keywords like “matching gifts for ASPCA.” The intent for this keyword shows that the user is knowledgeable about matching gifts and is likely wondering if they can have their donation to the organization matched.

That’s why the Google Ad directs the user to their dedicated matching gifts page. Then, it showcases the nonprofit’s Ways to Give page by using a sitelink extension, giving the user an additional way to engage with the organization.

Muslim American Society

To learn how to promote matching gifts with Google Ads, take a look at this example from the Muslim American Society.

In this Google Ad example, the Muslim American Society promotes matching gifts to users who are ready to donate. Someone who searches “give to Muslim American Society” is clearly on the verge of donating, making it the perfect time to promote matching gifts!

The landing page for this Google Ad is the organization’s donation form which prominently features matching gifts. There’s information about common guidelines and the process for submitting a match request alongside the form. Then, donors can research their eligibility using an embedded employer search tool.

Work with a Google Ad Grant agency to start promoting matching gifts on Google.

Getting Started Promoting Matching Gifts with Google Ads

Now that you know the basics of promoting matching gifts with Google Ads, it’s time to dive in and create your campaigns!

If you need some additional help, you don’t have to go into it alone! We suggest turning to the Google Grant managers at Getting Attention. These experts know everything there is to know about the Google Ad Grant. They devote their time to learning the intricacies of the program, empowering their nonprofit partners to connect with new prospects on Google Search.

Whether you want to promote matching gifts with Google Ads or drive awareness in other areas, they know what it takes to stand out. They provide services for every aspect of Google Ad Grant management, including:

  • Google Ad Grant eligibility check and application
  • Ad creation (including keyword research)
  • Ongoing account management to comply with Google’s rules
  • Landing page relaunch (including design work)
  • Account reactivation for lapsed or deactivated accounts

So, if promoting matching gifts with Google Ads sounds out of your wheelhouse, trust these experts to handle it for you! They’ll help you create compelling ads that drive real results for your cause. Plus, you can chat with their team about how the Google Ad Grant falls into your marketing strategy as a whole.

Get a Free Consultation!

Check out these additional resource to learn how to promote matching gifts and leverage Google Ad Grants.

Final Thoughts

When you get creative, the Google Ad Grant can transform your digital marketing and increase visibility for corporate giving opportunities. Whether you’re advertising your donation form or a dedicated matching gifts page, there’s a lot you can do to make donors aware of their matching gift potential through the program.

For the quickest results, we highly recommend working with a Google Grants manager. These experts know the ins and outs of the program, so you can focus on other aspects of your mission while they design compelling ads.

As you get up and running, check out these resources to learn more about Google Ad Grants and how to promote matching gifts:

Work with our recommended Google Ad Grants agency to promote matching gifts to prospects.