Key Workplace Donor Trends for Nonprofits to Know
In today’s rapidly evolving philanthropic landscape, understanding the motivations and behaviors of donors (especially those giving through their workplaces) is more important than ever. That’s why the workplace donor trends shared at a recent session during the Workplace Fundraising Summit, hosted by Double the Donation in partnership with Global Impact and other nonprofit experts, are so timely and valuable for fundraising organizations.
Drawing from a comprehensive survey of over 2,500 employed Americans, this session explored how donors are engaging with workplace giving campaigns, what influences their decisions, and what nonprofits can do to deepen those connections.
What is Global Impact?
Global Impact is a nonprofit organization that supports strategic philanthropy by providing infrastructure and advisory services across the nonprofit, private, and public sectors. Since its founding in 1956, it has helped raise nearly $2.5 billion for global causes.
In 2023, it introduced Global Impact Ventures, a group of mission-driven organizations. One of its core focus areas is supporting a network of 80 U.S.-based international charity partners with fundraising, marketing, visibility, and workplace campaign support.
The research: an overview
Global Impact partnered with Embold Research to conduct a comprehensive study on individual and workplace giving trends. Embold used dynamic online sampling and text message outreach to conduct a detailed survey, ensuring a representative sample across key demographics such as age, gender, race, ethnicity, education, region, and presidential vote.
The goal was to gain accurate, current insights into donor behavior, with a focus on workplace giving—an often underutilized but valuable source of funding for nonprofits. These insights are intended to help organizations refine donor engagement strategies, diversify revenue, and build stronger corporate partnerships.
Key takeaways from the presentation
Our workplace giving expert had a lot of valuable insights to share regarding workplace donor trends and beyond. We’ve pared their findings into the following key takeaways that every team should know.
Interested in viewing the full presentation? Access the replay here to get started!
1. Build Donor Trust Through Visibility and Storytelling
Trust is one of the biggest barriers—and opportunities—in workplace giving. According to the research presented at the Workplace Fundraising Summit, 43% of donors hesitate to give when they aren’t sure how their contributions are making a difference, and nearly half say that seeing proof of impact and trusting what an organization does are the main reasons they choose to give.
To overcome this barrier, nonprofits must prioritize visibility in workplace campaigns and lead with compelling, authentic storytelling. Participating in employee engagement events—like charity fairs, kickoffs, and lunch-and-learns—increases exposure and helps donors connect with your mission in tangible ways.
2. Promote Matching Gifts as a Top Giving Incentive
Matching gifts are the most powerful incentive to drive workplace giving, and yet billions of matching dollars go unclaimed each year. According to Global Impact’s research, 57% of employees say they are more likely to donate when their employer offers a matching gift, making it the top motivator across every demographic tested.
The message for nonprofits is clear: Always lead with matching gift messaging when communicating with workplace donors. When employees know their contribution will be doubled or even tripled, the value of their gift—and their emotional connection to the cause—increases significantly.
3. Raise Awareness of Workplace Giving Options
A major barrier to workplace giving is simple: employees don’t know it exists. In fact, 32% of employees are unsure if their employer even offers a workplace giving program—a missed opportunity for nonprofits and donors alike.
By proactively educating supporters about how to give through their workplace, nonprofits can unlock a powerful stream of untapped funding. When donors understand how easy, impactful, and cost-effective workplace giving can be, they’re far more likely to participate.
How can you do so? We recommend creating a dedicated workplace giving page on your website. Include an overview of the types of programs you accept (payroll deductions, volunteer grants, matching gifts), how to participate, and the benefits for donors. You can even use tools like Double the Donation to provide clear instructions and help donors check their employer’s policy in real time.
From there, you’ll also want to communicate consistently across email campaigns, newsletters, social media, and donor follow-ups. If possible, personalize outreach based on employer. If you know where your donors work, send custom messages that explain that company’s giving program, deadlines, and matching opportunities.
4. Expand Corporate Conversations to Include Employee Giving
Employee giving isn’t just a fundraising tool—it’s a strategic bridge to deeper corporate partnerships. As today’s employees seek alignment between their personal values and workplace culture, nonprofits have a powerful opportunity to position themselves as ideal partners for both individuals and companies.
According to the research, 60% of employees say that a nonprofit’s alignment with their personal values is a significant factor in their decision to give. This underscores the importance of making that connection visible and meaningful in all employee and corporate outreach.
One of the best ways to do so is by leveraging employee engagement as a foot in the door. If a company’s employees are already giving to you, use that data to demonstrate existing alignment. Highlight this organic support to start a conversation with the company about deepening the relationship. You can even identify loyal workplace donors and invite them to serve as advocates: hosting lunch and learns, introducing you to workplace giving managers, or sharing your work with colleagues.
5. Use Crisis Messaging With Workplace Giving Donors When Possible
Crisis messaging is one of the most effective tools nonprofits can use to inspire immediate action, and workplace donors should be part of that strategy. According to the research, 88% of donors said crisis messaging gave them compelling reasons to give, proving that urgency drives generosity when paired with clear, emotionally resonant appeals.
Workplace donors are already invested in your mission, but during emergencies, they’re often overlooked in favor of individual or major corporate partners. That’s a missed opportunity. Including workplace donors in your crisis outreach deepens their connection, reinforces their value, and can even boost their level of support.
So, what should you do? Tailor emergency appeals to workplace donors—remind them of their impact, invite one-time crisis gifts, or ask them to renew or increase their recurring support. You can even highlight matching gift opportunities to double the impact and drive further urgency.
Wrapping up & additional workplace giving resources
As workplace giving continues to evolve, nonprofits have an opportunity to tap into a powerful and often underutilized channel for donor engagement. The research shared during this presentation makes it clear: when nonprofits prioritize trust, speak to donors’ values, and streamline the giving experience, they can unlock more sustainable, unrestricted revenue and build stronger, longer-lasting relationships.
By applying these insights to your fundraising and marketing strategies, you’ll be better positioned to meet donors where they are and turn workplace giving into a reliable and impactful part of your overall development approach.
Ready to learn more about workplace giving trends and strategies? Check out these additional recommended resources:
- Matching Gifts in Practice: Tips, Strategies From Your Peers. Explore this Summit session recap to see what your fundraising peers are doing to maximize matching gifts. Hear directly from experts in the field!
- Understanding Companies’ Expectations for Nonprofits. Make the most of these workplace donor trends by really comprehending what companies want. Build better partnerships with greater understanding!
- 8 Trends in Corporate Philanthropy: How to Tap In. Looking for even more trends to watch? Check out this list of top trends in corporate philanthropy and learn how you can make the most of them.
