5 Steps to Market Workplace Giving on Your Nonprofit Website
Workplace giving is one of the most overlooked revenue opportunities in nonprofit fundraising—but it doesn’t have to be. Every year, billions of dollars in corporate funds go unclaimed simply because eligible donors are unaware that their employers offer these programs. The good news? Your nonprofit website is one of the most effective tools you have to market workplace giving and help close that gap.
By strategically promoting workplace giving online, you can raise awareness, educate supporters, and make it easy for them to multiply the impact of their donations. Whether you’re new to workplace giving or looking to increase participation, these five steps will show you how to turn your website into a powerful driver of matched gifts, volunteer grants, and payroll giving support:
- Step #1: Add workplace giving to your ‘Ways to Give’ page.
- Step #2: Establish a comprehensive Workplace Giving page on your website.
- Step #3: Build dedicated pages for Matching Gifts, Volunteer Incentives, and Payroll Giving.
- Step #4: Integrate workplace giving information with your donation form.
- Step #5: Integrate workplace giving information with your volunteer sign-ups.
Marketing workplace giving on a nonprofit website is essential for maximizing contributions and fostering a culture of philanthropy. By effectively communicating the opportunities for workplace giving, organizations can engage supporters and encourage them to participate in these valuable programs.
Let’s get started with our first marketing tip!
Step #1: Add workplace giving to your ‘Ways to Give’ page.
The ‘Ways to Give’ page is often one of the most visited sections of a nonprofit’s website. This makes it a prime location to introduce workplace giving options. By including a dedicated section for workplace or employee giving, organizations can highlight the various ways employees can contribute through their employing companies.
In this section, it’s great to provide a brief overview of what workplace giving entails. This could include information about matching gifts, payroll deductions, and volunteer incentives. Clear and concise language will help potential donors understand how they can participate and the impact their contributions can make.
Additionally, consider using engaging visuals, such as infographics or icons, to illustrate the benefits of workplace giving. This can help capture the attention of visitors and encourage them to explore further.
Step #2: Establish a comprehensive Workplace Giving page on your website.
A mention on your ‘Ways to Give’ page is great—but it’s just the start of an effective promotional strategy. Going a step further, a dedicated Workplace Giving page should serve as a central hub for all information related to workplace giving initiatives. This page will provide detailed explanations of the various programs available, including their operation and the benefits they offer to both employees and nonprofits.
Implementing a section that outlines the different ways employees can contribute—such as through payroll deductions, matching gifts, or volunteer hours—can empower them to choose the method that best suits their preferences and capabilities.
Here are a few other best practices to consider as you build this page:
- Highlight success stories. For the best results, feature testimonials from donors who have participated in workplace giving programs. Personal stories can resonate with potential contributors and motivate them to get involved. Highlighting the impact of these contributions can also reinforce the importance of workplace giving.
- Make the page easily navigable. Ensure that this page is easy to navigate. Use headings, bullet points, and clear calls to action to guide visitors through the information. Consider adding an FAQ section to address common questions and concerns, which can further enhance the user experience.
- Utilize visuals. Visual aids can help simplify complex information and make this resource more engaging for visitors. For example, showcasing statistics about the funds raised or the number of lives impacted by the contributions can provide a compelling narrative that encourages participation.
It may also be beneficial to feature stories of the specific projects and activities that benefit from these giving programs. By showcasing missions, goals, and outcomes funded through workplace contributions, you create a deeper connection between the donors and the causes they support. This not only fosters a sense of community but also emphasizes the tangible difference that each contribution makes.
Step #3: Build dedicated pages for Matching Gifts, Volunteer Incentives, and Payroll Giving.
To effectively communicate the specifics of workplace giving, creating dedicated pages for Matching Gifts, Volunteer Incentives, and Payroll Giving is essential. Each resource should focus on one aspect of workplace giving, providing in-depth information and relevant resources.
Top tip: Clone your established Workplace Giving page within your CMS or website builder to create three separate duplicates and get a head start! From there, you can begin editing to build your Match Page, Volunteers Page, and Payroll Giving Page accordingly.
3.1 Matching Gifts
Many employers offer matching gift programs, where they match donations made by their employees. A dedicated Matching Gifts page should explain how these programs work and why they are beneficial for both the donor and the nonprofit.
Include instructions on how donors can check if their employer participates (such as using an embedded search tool or reaching out to their HR lead). Furthermore, providing links to matching gift forms or resources can streamline the process for donors, making it easier for them to take action.
For the best results, you’ll want to provide your organization’s tax ID number and mailing address on this page, too, as it often assists supporters with the match request process.
3.2 Volunteer Incentives
Volunteer incentive programs encourage employees to volunteer their time by providing incentives such as volunteer grants or donations for every hour volunteered (or offering paid time off specifically for volunteering). Your Volunteer Incentives page should detail how these programs work and the benefits they offer to both volunteers and the nonprofit.
For the best results, provide information on how volunteers can apply for these grants on your behalf (such as using Double the Donation’s volunteer-specific search plugin), making it easy for individuals to understand the process.
You might also consider adding a section that outlines the various types of volunteer opportunities available, including both short-term and long-term commitments, to cater to different interests and schedules. This can help potential volunteers find the right fit for their skills and availability, ultimately increasing participation rates.
3.3 Payroll Giving
Finally, your Payroll Giving page should explain how employees can set up automatic deductions from their paychecks to donate to the nonprofit. This method of giving is convenient for donors and can lead to consistent contributions over time.
Include details on how to enroll in payroll giving programs, as well as the benefits of making donations through payroll deductions. With Double the Donation’s payroll giving plugin tool, you can even provide prospective supporters with a direct access link to their company’s payroll giving platform to get signed up!
Taking it a few steps further, consider including an FAQ section that addresses common questions about payroll giving, such as how to change donation amounts or what happens if an employee changes jobs. This can help alleviate any concerns potential donors may have and encourage them to take the first step toward making a difference through payroll giving.
Step #4: Integrate workplace giving information with your donation form.
Integrating workplace giving information directly into the donation form can significantly enhance an individual’s likelihood of participation. When donors are filling out their information to make a contribution, they should naturally be presented with options related to workplace giving.
Consider adding a simple, optional form field to collect employment data as donors give. When paired with a bit of background regarding the ask (“Enter your employer’s name to uncover workplace giving eligibility”), it’s never been easier to collect the information you need.
From there, Double the Donation’s giving form integrations also make it easy to place a reminder about workplace giving opportunities on your confirmation screen, allowing donors to access a quick reminder immediately after they submit their gifts.
Step #5: Integrate workplace giving information with your volunteer sign-ups.
Just as with the donation form, integrating workplace giving information into volunteer sign-ups can enhance engagement and participation. When potential volunteers express interest in supporting the organization (such as by signing up or registering for a shift), they should also be made aware of workplace giving options—specifically corporate volunteer incentives.
When you collect employment information within sign-ups, you have the ability to provide tailored email follow-ups that inform supporters of their eligibility for workplace volunteer benefits and encourage them to get involved, too.
Wrapping up & additional workplace giving resources
Workplace giving programs are a win-win for donors and nonprofits—supporters amplify their impact, and you unlock funding that’s already waiting to be claimed. By implementing the steps outlined above, your website becomes more than an information hub—it becomes a conversion tool that drives awareness, participation, and revenue.
Don’t leave money on the table. Start with a few simple website updates and grow from there. Over time, consistent visibility and messaging around workplace giving will help you educate donors, segment your audience, and build a more sustainable fundraising pipeline.
Interested in learning more about how to market workplace giving programs for your organization? Check out these additional recommended resources:
- Free Download: Guide to Developing a Workplace Giving Plan. Whether you’re starting from scratch or refining an existing program, find out how to set goals, identify employer opportunities, and create an actionable plan to grow your revenue.
- Marketing Matching Gifts | A Guide for Avid Fundraisers. This guide breaks down the most effective ways to promote matching gifts through email, social media, events, and your website—designed specifically for fundraisers who want to maximize every dollar.
- Top 10 Strategies For Marketing Payroll Giving to My Donors. Ready to make payroll giving part of your fundraising mix? This resource shares proven tactics to raise awareness, simplify participation, and motivate donors to give directly from their paychecks.
