Marketing Corporate Philanthropy Programs

Marketing Corporate Philanthropy Programs

Corporate PhilanthropyWhile Double the Donation provides fundraising tools to nonprofits looking to raise more money from employee matching gift programs, we also talk in detail about corporate philanthropy and the importance of companies having solid programs that embrace it.

This article is geared towards the corporate sector and discusses marketing corporate philanthropy programs to maximize not only the benefits to your company by publicizing these programs, but also to maximize the impact your company is having on your local community.

Here’s what we’ll be covering:

  1. Know your audience
  2. Develop a well-rounded corporate philanthropy program
  3. Encourage consumers to become brand advocates

Let’s get started!

1. Know Your Audience

One of the first rules of marketing and advertising is to know your audience. A one-pronged marketing campaign will not resonate with everyone. Think of who your organization is trying to reach by marketing philanthropy programs and how best to engage them.

Consumers

When you market your company’s corporate philanthropy programs to your customers and consumers, you want to ensure they are seeing a broad picture of how your company is helping the local community.

If you are a corporation, show them how many hours your employees have volunteered in the community; show them what causes your company stands behind and how it will help THEM.

For example, are you environmentally conscious? Are you donating equipment or goods to local shelters and nonprofit organizations? Are you contributing to disaster response?

Paint a philanthropic picture.

Employees

Just as your corporation wants consumers to know how great the philanthropic attitude is around the office, an equal amount of emphasis must be placed on ensuring your employees’ enthusiastic participation!

It’s important for your employees to buy in to the programs – why would your consumers participate and advocate on your behalf if your employees don’t?

Plus every individual prefers to work for a philanthropic company so there are many business benefits to corporate philanthropy.

Executives and Board Members

While it’s important for upper management to see the big picture on how these programs are impacting the community, it’s also important to ensure this audience understands how these programs are impacting the company.

In other words, are these programs increasing revenue in any way? You need all groups to engage in and support your philanthropic programs for them to be successful.

2. Develop a Well-Rounded Corporate Philanthropy Program

This is a crucial step for having a successful marketing campaign. Having multiple philanthropic platforms will prove to your consumers that your company is truly dedicated to bettering the community.

Matching Gift Programs and Employee Giving

When your employees donate money to charities and nonprofit organizations, does your company have a matching gift program  that will help them essentially “double their donation?”

Many companies offer matching gifts in various forms to encourage employee giving.

For example, if an individual donates $100 to a local nonprofit organization, they would then apply for a matching gift of $100 from their employer, which may provide a 1:1 match, thereby giving the nonprofit organization a $200 donation. This is one example of a corporate philanthropic program that many corporations pride themselves on.

Check out a few top matching gift companies.

Volunteering and Volunteer Grant Programs

Another great program corporations are embracing is volunteer-based. When employees volunteer at an eligible nonprofit organization, employers offer grants based on the number of hours volunteered.

A common grant program will offer, for example, a grant of $10 per hour volunteered (minimum of 10 hours) to the nonprofit organization at which the employee spends their time. Many corporations often include in marketing materials how many hours its employees have volunteered. It presents a powerful picture of how the company is positively impacting the local community.

Check out our volunteer grant guide for complete details and examples.

Environmental and Disaster Response Initiatives

Does your corporation have a “go green” initiative? Or do your product materials only come from biodegradable substances? Things like this resonate with consumers, and make them more likely to purchase your product over a competitor.

When natural disasters like Hurricanes Katrina and Sandy occur, many corporations get involved immediately by offering up not only cash and product donations to those impacted, but also by encouraging consumers to purchase a product of which some percentage goes directly to local disaster response programs.

Having a program like this and marketing it to the public puts your corporation in the philanthropic spotlight, making consumers more likely to remember you positively.

3. Encourage Consumers to Become Brand Advocates

It’s time to embrace and utilize social media and digital channels the way they were meant to be used. Chances are your organization already has a Facebook or Twitter page, but if it doesn’t, that needs to change.

According to this article, “Digital marketing is a catch-all term for the act of promoting services or products through media across varied digital channels. ”

But guess what? Digital marketing can also be used to market your corporate philanthropy programs!

Fifty-nine percent of social media users say companies appear “accessible and responsive” when they have active social media plans.Matching-Gift-Social-Media

Your consumers are on social media, and that’s where your marketing can have the biggest impact for the lowest cost.

Publicize some of the philanthropic programs your corporation is involved in, with stories and pictures for maximum impact. When followers share and like your content, it enables your material to be spread throughout the social media world with literally just the click of a button.

Social media is one of the quickest and easiest ways to make your followers aware of all the great things your company is doing! Put it to good use!


Your company can’t just sit back and expect consumers and employees to know about your corporate philanthropy programs and efforts. Start marketing your corporate philanthropy programs to the right people through the right channels.

UPS Philanthropy

Does UPS Offer a Matching Gift Program?

At Double the Donation, our core service is to track which companies offer employee matching gift programs and make it easy for nonprofits to share company specific forms, guidelines, and instructions with their donors.

One of the most common questions we receive is whether or not United Parcel Services (UPS) matches employee donations to nonprofits.

Does United Parcel Service (UPS) have a Matching Gift Program?UPS Matching Gift Program

Unfortunately there is a lot of confusion around UPS’s employee giving programs. In short, UPS no longer matches employee donations.

For many years the UPS Foundation matched donations from all active employees who had been with the company for at least 12 months. Each employee (including members of UPS’s Management Committee) was eligible to request up to $3,000 in matching funds per year.

Since many nonprofits received matches in the past it’s no surprise we get more questions from our nonprofit customers about UPS’s matching gift program than nearly any other company. This confusion arises from the fact that UPS is still listed on many of the random lists of matching gift companies circulating the internet.

We can assure you that as of 12/01/13, UPS does NOT offer an employee matching gift program. Any lists of matching gift companies which are found online that list UPS as having a matching gift programs are inaccurate.

Our team previously reached out to the UPS Foundation (and re-confirmed prior to this post) and received the following response by email:

The UPS Foundation formerly offered a gift matching program for educational and cultural organizations.  However, on February 20, 2009, UPS’s Board of Trustees approved the action to suspend the Gift Matching Program due to the economic climate.   At this time, there are no current plans to restart the program.

That being said, we encourage you to check out this list of top companies which offer matching gift programs.

Consiva Matching Gifts

Consiva | The JK Group’s New Corporate Philanthropy Software

Consiva

Great news for nonprofits and corporations! On November 13, 2013 JK Group announced the launch of Consiva. While Double the Donation and JK Group are completely separate and unrelated companies, we’re always excited when one of the leaders in corporate philanthropy software announces upgrades and new products.

While there aren’t any immediate impacts to nonprofits which subscribe to our employee matching gift service, we figured we’d cover this news story as the JK Group powers many of the employee matching gift and volunteer grant programs which we track in our database / nonprofits rely on.

About Consiva:

Consiva is JK Group’s updated suite of philanthropic solutions designed to provide a new way for corporations to drive employee engagement, integrate information and activities, and measure the success of their efforts, both in the United States and internationally.

Built-in functionality includes support for:

  • Employee giving programs
  • Payroll giving
  • Matching gifts
  • Special giving campaigns
  • Disaster relief
  • Employee assistance
  • Individual and team fundraising
  • Individual and team volunteering
  • Volunteering grants
  • Management of sponsorships and events
  • Corporate grants

We spoke with one of our colleagues at JK Group- Hesha Patel, Director of Marketing who confirmed that the software is not only available for new corporate clients but they’re also in the process of migrating over JK Group’s existing corporate customers.

Consiva - JK-Group

(image from http://jk-group.com)

Impact on Nonprofits:

When we heard of the new Consiva launch, our team at Double the Donation was particularly interested in how the new software impacts nonprofits (both our customers as well as all of the other nonprofits that rely on employee giving programs as a source of funding).

We expect an increase in the number of employees submitting matching gifts and volunteer grants as well as a reduction in the administrative effort required from a nonprofit to track and process these grants.

Higher Employee Utilization:

Let’s face it, employee participation rates in corporate giving programs are often low. So we get excited anytime there’s a major enhancement in the software that powers many of the world’s leading corporate philanthropy programs.

Since JK Group’s software is used by more Fortune 500 companies than any of the other corporate vendors, we fully expect that Consiva’s launch will make it easy for CSR professionals to launch, manage, and communicate employee giving programs.

That’s good news for everyone and will ultimately lead to higher employee participation rates (which means more dollars for nonprofits!).

Easier to Manage:

If you’re like many of the nonprofits we work with, managing unique usernames and passwords for each company with a matching gift or Dollars for Doers program is tough. Fortunately it’s about to change.

With the new Consiva OMS (Organization Management System), each nonprofit will have a single username and password to manage its accounts with all of the corporations who use JK Group’s products.

Learn More:

  • Corporations interested in learning more about JK Group’s offerings can either read our overview on the company or visit JK Group’s website.
  • Nonprofits interested in learning about our fundraising tools which help raise more money from employee matching gift and volunteer grant programs should click here.