CSR reporting is an increasingly popular way for businesses to display their sustainability performance and build credibility. A compelling CSR report can strengthen corporate relationships between employees, stakeholders, and consumers. In this guide, we’ll explore the ins and outs of CSR reporting by covering the following topics:
Keep in mind there is no “perfect” CSR report to rely on. Instead, your CSR report should encapsulate your company’s values and show tangible evidence of its commitment to responsibly steward its resources and influence.
What is Corporate Social Responsibility (CSR)?
Corporate social responsibility also known as CSR or corporate citizenship describes a company’s efforts to improve society in some way.
These efforts fall into several categories such as volunteering, donating cash or in-kind goods or services, or changing operational systems to benefit environmental or social justice-related causes. Although it is not a mandated practice in the U.S., CSR positively impacts companies, employees, and society as a whole and can function as a meaningful differentiator for companies that participate.
What is CSR Reporting?
A CSR report, also known as an extra-financial report or an ESG (environmental social governance) report, is a document published by a company (usually annually) to provide evidence of its CSR efforts and results.
Although there is not a common set of reporting standards in the U.S., typically a CSR report captures at least one of the four categories: environmental, ethical, philanthropic, or economic impact.
Is CSR Reporting Mandatory?
Sustainability reporting falls under ESG reporting which stands for environmental, social, and governance reporting which acts as a quantifiable measurement of a company’s social impact outcome.
Currently, U.S.-based companies are not legally required to provide an ESG report. However, all companies are encouraged to produce ESG reports to provide company insights that pave the way for a more sustainable future.
The United States Security and Exchange Commission (SEC) only requires companies to report on information that may be material to investors, including ESG-related risks. This policy could change soon as the SEC proposed in May 2022 certain “amendments to rules and reporting forms to promote consistent, comparable, and reliable information for investors concerning funds’ and advisers’ incorporation of environmental, social, and governance (ESG) factors.”
That said, delivering a CSR report should be about more than just maintaining potential legal compliance. Instead, it’s about demonstrating your commitment to making the world a better place through responsible stewardship of resources.
Why is CSR Reporting Important?
Aside from the positive societal and environmental impact it accounts for, CSR reporting is important because it communicates and provides evidence for your company’s values. To break it down further, comprehensive CSR reporting accomplishes the following objectives:
Maintains transparency and accountability. A CSR report discloses a company’s societal and environmental impacts, initiatives, and performance to stakeholders. Often, it’s a means of establishing or strengthening trust as it indicates a commitment to ethical decision-making.
Enhances brand reputation. Companies that document their CSR initiatives stand out among others as leaders in the social good space. A strong CSR program and transparent reporting can also bring more socially conscious consumers, stakeholders, and employees.
Manages risks. CSR reporting enables companies to proactively identify and mitigate social and environmental risks. For example, a company may opt for a greener supply chain management process or roll out a new Diversity, Equity, and Inclusion (DEI) policy to welcome a more diverse workforce.
Engages employees. CSR reporting can increase employee morale and engagement by showing a company cares about its local and global community more than just making a profit. For example, 83% of employees would consider leaving their jobs if the company displayed irresponsible CSR practices.
Encourages innovation. To reach CSR goals, companies sometimes invest in research and development of sustainable products and processes that can lead to cost savings and open up new revenue streams.
For all these reasons, CSR reporting should be a staple at every socially responsible organization as doing so will ensure a company’s internal aims align with its actions. And, if the United States decides to follow the European Union’s lead and enforce distinct reporting standards, companies well-versed in CSR reporting will already have a leg up.
Who Reads CSR Reports?
When writing any report, knowing your audience and why they’d be interested in reading it is helpful. In the case of a CSR report, the document will target both internal and external parties. Let’s take a look at each below.
Investors
Investors are interested in CSR reports because they want to assess your company’s long-term sustainability and ethical practices. Specifically, they evaluate ESG risks and the strategies your company has in place to mitigate them.
Investors are also concerned with your company’s financial performance, so a data-backed CSR report that details associated cost savings and market share increase can be a valuable asset for attracting this group.
Customers
Customers read CSR reports to make informed purchasing decisions that align with their values. For example, 50% of survey respondents even reported conducting online research to see how a business reacts to social issues before making a buying decision.
Remember a customer’s perspective when finalizing your report. For example, a local company may opt to highlight its local community involvement through programs or partnerships. This also translates to choosing engaging imagery and using customer-friendly language.
Current and potential employees
Employees read CSR reports to better understand their employer’s values, ethics, and contributions to society to see if their values align. More recently, employees have noted that CSR is a paramount decision-making factor for new employees as 93% believe companies must lead with purpose.
Therefore, your CSR report can also act as a retention and recruitment tool by plan by highlighting your company’s sustainability and social good plans and accomplishments
What Should a CSR Report Include?
Because CSR reports can vary in length, subject matter, and style, it can be difficult to know where to start. To help you out, we’ve provided CSR reporting do’s and don’ts for you to compare below:
CSR Reporting Do’s
Consult GRI and SASB standards. The GRI is a nonprofit organization that provides the most widely used CSR reporting standards that range from universal to sector and topic standards. The SASB is an independent organization that develops industry-specific standards for ESG disclosure designed to be compatible with existing financial reporting frameworks. Consult each of these reporting standards throughout your report creation.
Communicate defined goals and targets. Clearly define your objectives to ensure they line up with the SMART (Specific, Measurable, Achievable, Relevant, Time-bound) framework. For example, a company may aim to decrease carbon emissions by a certain percentage in 2030.
Align goals with company values. Choose achievable goals that directly relate to your company’s values and business strategy. For example, Disney’s emphasis on ethical storytelling carries on in its commitment to DEI initiatives.
Include measurable metrics and data points. Include KPIs such as hiring data, emissions targets, volunteer hours, and charitable donations to offer tangible evidence of your CSR progress.
Regularly report your outcomes. Continue publishing your CSR reports annually or semi-annually to update your documentation. If you have a breakthrough or priority shift for one of your programs, publish an updated version of your report.
CSR Reporting Don’ts
Greenwash. Greenwashing involves misleading or making false claims about your organization’s environmental or societal impact in an attempt to appear more socially or environmentally responsible. Avoid exaggerating achievements or using deceptive language to mislead readers. Instead, remain honest and transparent about your CSR initiatives.
Omit negative information. If your organization did not meet its goal or ran into internal roadblocks, don’t omit this information. Transparency involves sharing successes and challenges as leaving out negative aspects can erode stakeholder trust.
Report unverified or unvalidated data. Consider engaging external auditors or verification experts to review your data and maintain transparency. Additionally, make sure all data sources are documented within your final report. For example, if you’re reporting on greenhouse gas emissions, cite that the data matches emissions reports from monitoring equipment and third-party audits.
Ignore stakeholder feedback. Gather feedback from internal and external stakeholders throughout your reporting process. Engaging with them will help you identify and amend data discrepancies and elaborate on vague or inconsistent points.
Ignore local needs. Your CSR report should be sensitive to the needs and expectations of the community in which you operate. Ignoring local needs can lead to a disconnect between your CSR initiatives and the community. For instance, a company located in a hurricane-prone area might consider aiding in disaster relief as one of its core CSR projects.
Strategies to Strengthen Your CSR Reporting
Now that you know the basics of CSR reporting, you might be wondering, How can I take my report to the next level? To start, you’ll want to review your current CSR programs and data collection methods. Other strategies that can take your CSR strategy above and beyond are listed below:
Invest in CSR software
Comprehensive CSR reporting requires that your company keep track of several programs at once spanning from environmental causes to social and economic initiatives. With a CSR platform, your team can manage these historic and incoming data points with ease.
These software solutions make it simple to ingrain your social, environmental, and philanthropic values into your day-to-day operations. This way, you can prioritize your societal impact without sacrificing focus on your company’s growth and long-term success. Aside from streamlining your workflow, CSR platforms can help you reap several benefits, including:
Enhanced reporting and analytics. Employee engagement software and sustainability management software all have built-in reporting capabilities that will keep you on track. For instance, you can easily measure matching gift participation or revenue generation at a glance.
Increased transparency and maintain compliance. Some industries have stricter CSR reporting standards than others. CSR platforms streamline the data collection process and generate real-time reports to ensure companies are meeting all the relevant requirements.
Improved employee engagement. A survey conducted by Paul Polman found that 70% of U.K. employees and 78% of U.S. employees want their company to have a reputation for doing good in society. CSR software encourages businesses to take the reins and cultivate a higher sense of pride through organized CSR programs.
When shopping for the right CSR software, look for a platform that compliments your existing technology. For example, CSR software with an auto-submission integration can skyrocket your employee matching gift participation by making it easier than ever to submit a matching gift request.
This way, when an employee donates to a nonprofit, they only need to submit their corporate email address, and the software automates the rest of the request submission process.
Check out this brief video to understand how the auto-submission feature fits into your CSR strategy:
As seen in the video, CSR software integration can significantly help boost employee participation and elevate your matching gift programs.
Contextualize your data
Your data and performance indicators must be contextualized to be useful for the reader. This means you’ll need to explain the importance of each of your initiatives and provide an honest picture of your progress. Here are a few strategies you can use to offer a complete summary:
Historical data. Compare your recent data to historical data to show trends and changes over time. For example, you may compare how your company has decreased its carbon emissions over the past decade.
Industry benchmarks. Compare your data to industry benchmarks and standards such as the Global Reporting Initiative guidelines to provide a frame of reference for stakeholders.
Geographic or demographic information. If applicable, provide geographic or demographic context about the regions or demographics your initiatives impact. For example, if your company rolls out a clean water initiative, you should provide context concerning the region and people this program will impact.
External factors. Acknowledge any relevant external factors that may have affected your data including economic shifts, regulatory changes, or natural disasters that have influenced your progress.
Visual representations. Break down your findings by using a variety of visual representations such as graphs, infographics, and charts to make your data more accessible and help stakeholders quickly grasp your main points.
By adding these strategies to your CSR report, you’ll provide additional clarity to your readers and effectively communicate your sustainability journey. This way, you’ll foster trust and confidence by exploring the full picture of your company’s challenges and successes.
CSR Report Examples to Emulate
Sometimes it’s helpful to have a few examples to refer to when drafting your CSR report. To help guide your research I’ve handpicked three companies with stellar CSR reports and listed what makes each report worth emulating below:
The Social Metaverse Company, or Meta, “builds technologies that help people connect, find communities, and grow businesses.” They specialize in creating immersive technologies that facilitate new social experiences.
Meta’s 2023 CSR report’s forward-thinking strategy makes it worth considering. The company’s concrete and transparent approach to net zero emissions gives the reader a better understanding of its strategy. Take a look at its carbon emissions breakdown below:
This graph shows Meta’s 2022 carbon footprint and the description of how it has achieved net zero emissions in its global operations.
Additionally, the report goes on to say that reaching net zero emissions is not enough and lays out a plan to decarbonize it’s footprint beyond its offices and data centers. Specifically, to align with the Paris Agreement, Meta has set a goal to reach net zero emissions across its value chain in 2030.
This forward-thinking approach uses historical data to set both achievable and measurable goals as Meta sets out to design with less, incorporate sustainable supply chain principles, and embrace low-carbon technology.
The Campell Soup company is committed to “bringing people together through food they love.” The company’s soups, simple meals, snacks, and beverages are in alignment with its health and well-being goals.
Campell Soup’s homestyle messaging rings through in its 2022 CSR report. The report’s clear branding and engaging visuals remind readers of the company’s purpose. Additionally, the programs Campell Soup supports such as its school nutrition partnerships align with its values:
By providing nutrition education in a variety of school settings to support awareness of and pique interest in nutritious food choices, Campbell Soup affirms its dedication to improving food access and education.
This is just one example of a CSR program that is aligned with Campbell’s Soups values. For more details, check out the full report below.
Intel specializes in providing technology that seeks to improve the life of every person. The company has driven business and society forward with innovation, expertise, and forward-thinking products.
A main thread of the company’s beliefs is interconnectivity which is alive and well within Intel’s CSR report. Multiple letters from company leadership including the CEO and CPO clearly outline the report’s goals.
Additionally, Intel’s emphasis on employee engagement and stakeholder transparency sets it apart. According to the Executive Vice President “Maintaining a strong culture and positive employee relations is paramount as we grow and transform Intel”.
And, Intel’s integrated investor outreach program speaks to its commitment to corporate accountability. By getting the perspective of multiple stakeholders, Intel’s CSR report is an example of effective collaboration. View the report below for more details.
CSR Reporting: Conclusion + Additional Resources
CSR reports are necessary tools to communicate your company’s sustainability and environmental goals. When drafting your report be sure to include accurate and complete data that builds credibility. Consider researching the reports of companies within your sector to get a better understanding of how to structure your report.
We hope you enjoyed this guide to CSR reporting. Check out these resources to continue learning:
Matching gifts play a large role in many nonprofits’ fundraising strategies. These opportunities aren’t just limited to the United States, either. Organizations in Canada—and worldwide—can benefit from corporate philanthropy, too. Specifically, Canadian companies that match gifts supply a powerful opportunity for Canadian charities to maximize funds and engagement alike.
In this guide, we’ve selected a few standout programs that your team should be aware of. Plus, we’ll share expert-proven tips and tricks for making the most of the initiatives. This includes:
To learn more about Canadian companies that match gifts and matching gift databases that cover the Canadian matching gift market, read on!
But before we jump in, let’s cover the basics of matching gifts.
The Basics of Matching Gifts Across Any Market
What are matching gifts?
Matching gifts are a unique and widespread form of corporate philanthropy in which companies match donations their employees make to eligible nonprofits. Matching donations are typically made at a 1:1 ratio, but some companies match at a higher rate, such as 2:1, 3:1, or even 4:1.
This type of giving is particularly valuable because it essentially supplies free money for your nonprofit. However, they’re often overlooked by donors due to a lack of program awareness and by nonprofits lacking the necessary staff, resources, or time to pursue the opportunity.
Who qualifies for matching gifts?
Companies that match gifts typically implement a program policy with specific eligibility guidelines. In order for a donor to qualify, their donation and the organization to which they gave must adhere to the pre-determined criteria.
While the criteria will vary from one company to the next, one overarching stipulation is that receiving organizations are generally required to be registered charities in the region in which they operate. In Canada, that means a nonprofit registered under the nation’s Income Tax Act by the Charities Directorate of the Canada Revenue Agency.
Meanwhile, American nonprofits should be registered with the Internal Revenue Service and have received 501(c)(3) status.
Top Canadian Matching Gift Companies
With the 9th largest economy in the world, Canada headquarters many well-known companies with generous employee giving benefits. In fact, Canadian corporations have a long history of philanthropy—which is great news for the nonprofits that call Canada home.
Take a look at the following Canadian companies that match gifts, and find out if your donors work for the generous employers below:
1. BCE Inc.
Minimum donation amount: $1
Maximum donation amount: $1,000
Match ratio: 1:1
Employee eligibility: Full-time, part-time
Nonprofit eligibility: Select organizations, including United Way, Canadian higher education institutions, and the Canadian Mental Health Association
BCE Inc., formerly known as Bell Canada Enterprises, offers a focused matching gift program benefitting a few specific organizations as well as colleges and universities within the country. The company also offers individual and team volunteer grants, where employees or retirees donate their time throughout the year to earn substantial grants for their favorite nonprofits.
Specifically, employees who volunteer at least 50 hours in a year can acquire a grant amount of $500. Meanwhile, teams are required to volunteer a combined 500 hours within a year-long period to qualify for a $2,500 grant!
Nonprofit eligibility: Charitable organizations in Canada, the U.S., and Honduras
Headquartered in Montreal, Gildan Activewear matches nonprofit donations from both full- and part-time employees. The matching gift program is open to organizations in Canada, the United States, and Honduras.
In addition to matching donations, the Canada-based company also supplies volunteer grants and multiplies select fundraising collections by employees, too!
Nonprofit eligibility: Educational institutions (K-12 included), arts and cultural organizations, civic and community organizations, environmental organizations, health and human services, and more
Green Shield Canada matches gifts of up to $1,000 per full-time employee on an annual basis. The company’s matching gift program is inclusive of most schools and nonprofit organizations, including a variety of institutions ranging from K-12 schools to arts and cultural organizations.
Nonprofit eligibility: Educational institutions (K-12 included), health and human services, arts and cultural organizations, civic and community organizations, environmental organizations, and more
The Royal Bank of Canada, also known as RBC, matches employee donations to nonprofit causes, and is inclusive of gifts made between $100 and $5,000 per year. A key perk of RBC’s matching gift program is that part-time employees and retirees alike are encouraged to participate with the standard 1:1 ratio.
Like many of these other organizations, RBC also offers dollars for doers grants for active volunteers! After volunteering for a minimum of 40 volunteer hours, the company will provide up to a $500 grant.
Nonprofit eligibility: Educational institutions (K-12 included), health and human services, arts and cultural organizations, civic and community organizations, environmental organizations, and more
TC Energy offers two main types of employee giving programs. The first is its standard matching gift program, where the company will match up to $1,000 annually to most nonprofits. The program is open to all employees and retirees.
The second program is TC Energy’s Dollars for Doers program. Through this initiative, the company matches its employees’ volunteer hours with monetary grants. It’s easy for employees to get involved in the program, too, as there is only a one-hour minimum for volunteer hours in a calendar year!
Nonprofit eligibility: Any CRA-registered charities
AstraZeneca is an international Anglo-Swedish pharmaceutical company with a large corporate presence in Canada. The company, which participates generously in corporate philanthropy, also offers different employee giving programs across various markets.
In Canada, active AstraZeneca employees are encouraged to donate between $50 and $500 to the CRA-registered charity of their choice. After doing so, the company matches the gift to stretch its impact even further for the nonprofit cause!
AstraZeneca Canada offers multiple volunteer grant programs, too. Canadian employees or retirees who volunteer 40 hours with an organization can request a corresponding grant of $500. At the same time, the company provides $250 grants to organizations where employees serve as board members or coaches.
Nonprofit eligibility: Educational institutions (K-12 included), health and human services, arts and cultural organizations, civic and community organizations, environmental organizations, and more
Enbridge Inc., a Canadian multinational pipeline and energy company, is renowned for its robust and multi-faceted CSR initiatives. This includes a generous matching gift program and a volunteer grant program designed to empower its employees to make a difference in the communities they serve.
These programs and more not only foster a culture of philanthropy within the company but also strengthen Enbridge’s commitment to social impact across Canada and beyond.
Nonprofit eligibility: Eligible Canadian and international post-secondary educational institutions
Suncor Energy is dedicated to making meaningful contributions to society through its corporate philanthropy efforts. Through a targeted and impactful matching gift program, the company encourages its employees to give generously by matching their donations to eligible charitable causes and higher education institutions.
Nonprofit eligibility: Educational institutions (K-12 included), health and human services, arts and cultural organizations, civic and community organizations, environmental organizations, and more
Sun Life Financial is committed to giving back through a generous matching gift initiative, in which it empowers its employees to demonstrate their own philanthropy as well. When eligible full-time employees support nonprofit organizations of their choice, the company doubles their giving to produce an even greater impact.
One of the best things about this specific program? With no minimum donation amount required, employees can get involved with matching gifts to their favorite organizations with ease.
Nonprofit eligibility: Educational institutions (K-12 included), health and human services, arts and cultural organizations, civic and community organizations, environmental organizations, and more
Canadian Pacific Railway (or CP) is deeply committed to corporate citizenship and community engagement, as evidenced by its matching gift program. Through the program, the company encourages its employees to support charitable organizations by matching their donations at a rate of 50 cents to every dollar.
By fostering a culture of philanthropy and supporting causes that matter to its employees, the Canadian Pacific Railway demonstrates its ongoing commitment to social responsibility.
Nonprofit eligibility: Educational institutions (K-12 included), health and human services, arts and cultural organizations, civic and community organizations, environmental organizations, and more
Cenovus Energy, a Calgary, Alberta-based oil and natural gas company, aims to enact positive change in the communities in which it operates through its generous corporate philanthropy initiatives. Currently, these include a comprehensive matching gift program that empowers individual employees to request up to $25,000 per year for their favorite causes.
Nonprofit eligibility: Educational institutions (K-12 included), health and human services, arts and cultural organizations, civic and community organizations, environmental organizations, and more
Scotiabank Canada offers a robust matching gift program, through which the company empowers its employees to support charitable organizations by matching their donations. With no minimum donation amount required and a lofty maximum threshold, individual team members have the chance to make an even greater difference for the nonprofit missions they care about.
Nonprofit eligibility: Educational institutions (K-12 included), health and human services, arts and cultural organizations, civic and community organizations, environmental organizations, and more
Magna International offers a unique matching gift program through which groups of employees are encouraged to support nonprofit organizations in their communities. Specifically, teams of 10 or more employees should contribute a collective minimum donation of $500. Then, the company contributes its match up to $2,500!
By encouraging team-focused employee engagement in philanthropy and supporting causes aligned with its values, Magna builds its workplace culture and gives back at the same time.
Nonprofit eligibility: Educational institutions (K-12 included), health and human services, arts and cultural organizations, civic and community organizations, environmental organizations, and more
Brookfield Properties is a multinational corporation with a substantial Canadian employee base. Through its generous matching gift program, Brookfield Properties encourages its employees to donate time and funds to eligible nonprofit causes by supplying matching funds to the organizations they support.
Currently, full-time Canadian and U.S.-based employees (excluding the Chicago office) with a one-year minimum service are invited to take part in the program.
Nonprofit eligibility: Educational institutions (K-12 included), health and human services, arts and cultural organizations, civic and community organizations, environmental organizations, and more
Canadian fertilizer company Nutrien is dedicated to making a positive impact in communities through its comprehensive matching gift program and more. Through the match program, Nutrien empowers its employees to support charitable organizations with matching gifts worth up to $1.50 for every $1 initially donated.
Identifying Other Canadian Companies That Match Gifts
We covered fifteen standout Canadian matching gift companies above. But there are a ton of additional programs available from companies everywhere. In fact, there are so many companies that match gifts—based in Canada and otherwise—that it’s nearly impossible to keep track of each program’s guidelines on your own.
And that’s where a database solution comes in handy! With a matching gift database like Double the Donation, donors are automatically supplied with direct links to their companies’ match request portals along with program guidelines (minimums and maximums, eligible nonprofits and employees, match ratios, submission deadlines, etc.).
Alternatively, if a donor works for an unknown company (or your organization lacks a database tool), your team can encourage the individual to reach out to their HR department to learn more about any available giving programs.
How Double the Donation Can Help
360MatchPro by Double the Donation is a complete automation system that screens match-eligible donors and triggers tailored outreach accordingly. As a result, your staff saves time and maximizes its revenue.
With over 24,000 company listings, Double the Donation represents 26+ million match-eligible individuals worldwide. When it comes to Canadian companies that match gifts, recent analyses indicate that the tool remains the country’s most accurate and up-to-date source of matching gift information.
Check out these findings:
93-99% of individuals who work for Canadian companies that match gifts will find their employer in Double the Donation’s database.
$99,000 of $102,000 in matching gifts received by a global organization’s market in Canada were covered by Double the Donation’s database.
483,760 match-eligible Canadians were covered by Double the Donation’s database, while 4,124 were not.
All in all, Double the Donation’s database offers substantial coverage of the market, making it a great fit for Canadian-based organizations and their donors.
Meanwhile, additional benefits of 360MatchPro include:
More matching gift opportunities. By automatically flagging match-eligible gifts using emails, donation forms, and more, your organization increases the number of potential matches identified.
More matches driven to completion. Donors are presented with matching gift information or encouraged to supply employment data after giving. Then, automated outreach guides donors through the request process and ultimately drives more submissions to increase overall revenue.
More time to focus on top opportunities. Your team can primarily focus its efforts on tailoring follow-ups to your most valuable match-eligible donations. With everything else automated, you’ll have time to take an increasingly personalized approach with top-dollar donors.
360MatchPro essentially serves as your own matching gift team. Where you don’t have the staff, time, or resources necessary to perform matching gift outreach, the platform can step in and handle the rest!
Integrations & Customizations
If you’re thinking about investing in a matching gift database to supercharge your organization’s fundraising efforts, there are a few things to consider in your selection. As a Canadian-based organization, you’ll want to look for a solution that adequately covers the Canadian market and integrates with your existing tech stack for easy implementation and data management.
Fortunately, Double the Donation’s 360MatchPro does just that! Offering 100+ integrations with the leading Canadian and global fundraising tools, the software provides users with direct access to the industry’s most comprehensive database. These ready-built and simple-to-use integrations include:
CRMs
Peer-to-peer fundraising solutions
Online donation tools
CSR platforms
To get started, all you typically need to do is subscribe to Double the Donation’s tools. Then, activate 360MatchPro by entering your API keys into your fundraising platform.
Additionally, Double the Donation is designed to accommodate nonprofits operating in one or more geographic markets. For Canadian-based organizations, this means you can customize the database search results by adjusting the geographic regions that apply to your nonprofit.
360MatchPro will then tailor the matching gift search results and information your donors receive based on your selections.
Top tip: If your nonprofit’s tax status is based in Canada and you primarily have Canadian donors, it’s recommended that you only select Canada. However, if you’re registered as a nonprofit in multiple markets, such as the U.S. and Canada, or have a large number of donors in those markets, it’s recommended that you select both the U.S. and Canada.
Wrapping Up
Choosing the right matching gift database is essential. Make sure to look for a solution that’s designed to enhance your organization’s fundraising. That means seeking tools that specifically cater to Canadian organizations—and Canadian matching gift companies.
While we’ve listed some of the largest Canada-based employers and overviewed their matching gift opportunities, they aren’t the only businesses that offer such initiatives. Be sure to constantly research your donors’ employers and stay up-to-date on companies in your area. And remember: the right matching gift database can help!
[/av_textblock]
Keep learning! Check out these additional resources to continue exploring matching gifts for your organization:
Matching Gift Marketing Guide
After identifying match-eligible contributions, you’ll need to promote the matching gift opportunities to your donors.
Check out our free downloadable resource to get best practices and expert marketing strategies.
https://doublethedonation.com/wp-content/uploads/2024/02/DTD_Double-Donations-With-Canadian-Companies-That-Match-Gifts_Feature-2-1.jpg6001600Adam Weingerhttps://doublethedonation.com/wp-content/uploads/2022/03/logo-dtd.svgAdam Weinger2024-02-27 00:21:412024-10-01 12:33:10Double Donations With Canadian Companies That Match Gifts
Like so many modern businesses, our team at Double the Donation has had to navigate the same obstacles of adapting to rapid industry changes, growing a business in times of economic uncertainty, and building a positive work culture while adapting to a hybrid work environment.
Fortunately, we’re proud to announce we’ve more than exceeded on all of these fronts, and we want to pull back the curtain a bit to share our secret to forging a reliable, loyal, and engaged team: peer-to-peer recognition.
How Double the Donation Uses Peer-to-Peer Recognition
In 2020, our business went remote and then eventually transitioned to a hybrid environment. During this time, we also made leaps and bounds in expanding our team and exploring new ways we could improve our products and customer experience.
But there was a question: how could we make new employees feel like a part of the Double the Donation team when they only see their co-workers for a few minutes a day online? And what about maintaining relationships with employees hired previously?
The answer? Peer-to-peer recognition.
With a peer-to-peer recognition strategy, all team members have the power to reach out to and appreciate each other for a job well done. Plus, with our use of eCards and public appreciation, we made sure everyone gets the recognition they deserve immediately while also sharing their accomplishments with the whole team.
Here’s how we did it:
Use eCards that highlight specific company values.
eCards are the perfect format for reinforcing the values we want to instill in our team. After partnering with the eCard platform eCardWidget, we created a series of eCards that highlight the behaviors we want to encourage in our team:
When employees send an eCard, they can choose between eight designs, each representing one of our values. This helps guide them in sending meaningful eCards to one another, creating a cohesive peer-to-peer recognition system.
Through eCards, we regularly reinforce our values at Double the Donation and celebrate employees following them, encouraging more employees to follow suit. With this strategy, we have cultivated a team that treats clients respectfully, acts with urgency, is open to new ideas, and constantly strives to improve.
Employees add their custom messages.
After choosing what value to recognize a fellow employee for, our team members just click on the eCard they want to use and fill it out.
Along with recognizing a specific value, employees add a personal message. Though this is optional, we highly encourage employees to share the specific actions the team member they’re recognizing took. This way, the employee being recognized knows exactly what they did that was appreciated and will be motivated to continue doing it into the future.
Also, notice the checkboxes right above the button to send the eCard. We make sure all eCards have a copy sent to our leadership and team administrators. This ensures leadership is aware of the positive actions employees take every day and allows us to take our next step in appreciating our team.
eCards are presented at all-hands meetings.
Once a month, we host an all-hands meeting. This meeting goes over various business updates from each team and ends by sharing our “Bravo Board,” which is a series of virtual slides showing some of the best eCards sent that month.
This strategy ensures that everyone at the Double the Donation is aware of the good work the entire team is doing. For team members who work in different departments or entirely from home, this gives them a glimpse into what other team members are doing and how important their work is.
Plus, publicly recognizing team members creates the best kind of feedback loop. Employees who want to be recognized will work harder to go above and beyond to get recognized, and employees who see how happy their peers are about being appreciated will continue to recognize even more team members. Everyone works harder, and everyone gets appreciated!
How Peer-to-Peer Recognition Has Impacted Double the Donation
It’s easy to get disconnected when you only see your co-workers in person a few times a day. But we’ve found that peer-to-peer recognition fills in the gaps. Team members are always on the lookout for ways they can help others and take extra notice of the ways others help them.
Since implementing our new peer-to-peer recognition strategy, Double the Donation has seen:
A 25% increase in overall employee engagement, with a significant rise in inter-team interactions.
Employees send out an average of 50 eCards per month, demonstrating how eCards have energized a vibrant culture of peer-to-peer recognition.
95% of employees have recognized another team member or been recognized themselves via the eCard program.
But numbers are only one way to measure the impact peer-to-peer recognition has had. Double the Donation’s president Adam Weinger had this to say about the improvements the company’s seen since adopting our new strategy:
We strongly believe in our company values and always want to celebrate employees who follow them, especially when it means going the extra mile. Our peer-to-peer recognition strategy has given us one more avenue to share our values with the entire team and discuss how much of a difference following them makes for our business.
Adam Weinger, Founder and President
It’s not just leadership who appreciates this approach to peer-to-peer recognition, either.
It might sound like an exaggeration, but the eCards and Bravo Board system really give a bird’s eye perspective of the whole team. I get to see what the sales team is doing, what’s happening in customer success, the amazing stuff the product development team has made. Even on my own team, it’s great making sure everyone gets recognized, and it really brings us together.
Julia Beltran, Partnerships Manager
Everyone being able to shout out the great work they see others doing really emphasizes that we are a team. It can be easy to get competitive when it comes to sales, and seeing all the ways everyone has contributed shows how we rely on each other and are all working toward the same goal. At Double the Donation, we have a value of supporting high performers and creating a culture where they feel empowered to do their best work, and our peer-to-peer recognition program helps us do just that.
Sydney Faye Williams, Manager of Sales
Takeaways from Double the Donation
At Double the Donation, we know our team is one of our most important assets. We appreciate them, and we’ve given them the tools to appreciate each other.
We’re proud of the work we’ve done to build a supportive, high-performing team and plan to continue finding new ways to strengthen our work environment now and into the future.
https://doublethedonation.com/wp-content/uploads/2024/02/employee-recognition-at-double-the-donation_Feature.png6201630Adam Weingerhttps://doublethedonation.com/wp-content/uploads/2022/03/logo-dtd.svgAdam Weinger2024-02-08 14:28:072024-02-08 16:27:53Employee Recognition at Double the Donation: Sharing Our Strategy!
Because they don’t exist in the same spotlight as your major donors, it can be easy to leave mid-level donors out of your stewardship plans. However, their reliable support can contribute substantially to your nonprofit’s success.
Learn how to identify this donor group and build a compelling program to retain their support in this comprehensive guide. Here’s what we’ll cover:
By strengthening your relationships with mid-level donors, nonprofits can eventually deepen their connection to this consistent, generous donor type. Over time this can benefit your organization by garnering regular contributions or by transforming, mid-level donors into major donors
Who are your mid-level donors?
Defining mid-level donors
Mid-level donors or recurring donors refer to the category of supporters who give more than the average donor, but less than major donors or sponsors. Visually, this group of donors falls in the middle of the donor pyramid between first-time donors and planned givers:
The amount that defines this in-between donor category will differ depending on your nonprofit’s size and should be updated regularly based on your donor data. However, a general estimate of mid-level donation amount would range from $1,000 to $10,000 given annually.
Importance of mid-level giving
Mid-level donors can easily be overlooked in the stewardship process because they don’t fall into the major donor category and usually aren’t an integral part of your nonprofit’s donor acquisition strategy. Don’t make this mistake! Mid-level donors can be game-changing for your nonprofit in several ways. Check out these statistics to learn why:
Mid-level donors can account for 40-50% of revenue (NonProfit PRO)
Two-thirds of major donors start in annual giving (NonProfit PRO)
Donors who give $1,000 to $10,000 represent only 1% of donors at many charities, but they often give more than a third of the money raised (Philanthropy.com)
Characteristics and giving patterns of mid-level donors
Mid-level donors have recognizable giving characteristics and patterns that set them apart. Here’s how you can spot one:
Donation history. Mid-level donors typically give more than the average donation but still haven’t scratched the major gift levels.
Gift frequency and amount. As mentioned, mid-level donors typically give between $1,000 and $10,000 through regular amounts rather than one-time gifts.
Engagement patterns. Usually, mid-level donors have another connection to your cause either through volunteering, event attendance, or social media engagement.
To make these characteristics more tangible, let’s look at an example mid-level donor profile:
Name: Sarah Mitchell
Giving History: She typically donates between $500 and $1,000 per year to your organization. Her contributions have steadily increased, starting with a modest $250 donation when she first discovered your organization.
Background and Involvement: She attends your annual fundraising gala and participates in volunteer events organized by your nonprofit. She has also signed up for your monthly newsletter and follows your social media updates to stay informed about your initiatives.
The above profile indicates that this donor has the affinity and capacity markers that would define her as a mid-level donor. Mid-level donors also tend to be more involved with your cause than the average one-time donor.
Mid-level donors vs. major donors
Because mid-level donors can be on the cusp of becoming major donors, it can sometimes be challenging to tell them apart. Fortunately, a few key distinctions can help you differentiate between mid-level donors and major donors.
Major donors typically migrate up the giving pyramid more quickly than mid-level donors. They also tend to give larger gifts less frequently. On the other hand, mid-level donors settle into giving over time and renew their gifts consistently or choose to give through multiple channels. After some time, mid-level donors usually stay at their giving rate and they rarely lapse.
How can you identify mid-level donors?
Your nonprofit CRM or donor database plays a pivotal role in identifying mid-level donors. You can segment your existing database and get a better understanding of who your mid-level donors are. For instance, you can use the following markers to characterize this group:
Donation history analysis
Gift amount and frequency
Behavioral and engagement analytics
In addition to using your CRM, you can also leverage a matching gift database like Double the Donation’s to identify match-eligible donors collect even more data, and create on-demand actionable reports. With help from Double the Donation, you can identify upcoming trends, optimize mid-level donor communication channels, and establish realistic fundraising goals for every donor type. A few reports Double the Donation offers include:
Repeat Donors Report that shows donors who have submitted requests for previous donations, but have other gifts that have not been matched.
A General Statistics Report that indicates email open rates and click rates matches identified donations by month and provides a status breakdown to determine where your donors are in the conversion process.
Eligible But Not Submitted Report that indicates the most valuable groups of donations that are eligible, but have not submitted matching gift requests.
Despite these benefits, many nonprofits skip cultivating mid-level donors so they can focus their time and energy on stewarding major gifts or planning direct marketing efforts. A mid-level donor program can help you intentionally steward this group. Let’s explore the basics in the next section.
Why should you create a mid-level donor strategy?
You should prioritize stewarding mid-level donors for the following reasons:
Revenue stability. Mid-level donors offer a consistent level of support that can stabilize funding for your programs when major donors lapse or donor acquisition efforts return unfruitful. This gives your nonprofit a steady revenue stream it can build on.
Increased giving potential. Because of their consistency and familiarity with your cause, mid-level donors have the potential to increase their giving levels or donate through planned gifts or legacy giving.
Engagement and loyalty. Mid-level donors are reliable. A survey by Brown and Halvorsen found that two-thirds of mid-level donors surveyed said that they had supported the same nonprofits for 5+ years.
Foundation and corporate support. Mid-level donors involved in CSR or employee engagement programs are a direct link to corporate support. Their engagement can result in increased corporate matching gifts, in-kind donations, and sponsorships.
Networks and referrals. Mid-level donors can offer valuable connections through their personal and professional networks. For instance, a board member may be a mid-level donor and their involvement could spark the interest of friends and family.
Despite these benefits, many nonprofits skip cultivating mid-level donors so they can focus their time and energy on stewarding major gifts or planning direct marketing efforts. This is where a mid-level donor program can help you intentionally steward this group. Let’s explore the basics in the next section.
How to create a mid-level donor program
1. Define mid-level donors
Using your CRM, segment your donors to find mid-level donors that fit your predefined criteria. Choose relevant indicators such as donation amount, frequency, and involvement. For example, you might ask the following questions to identify your mid-level donors:
Have any of your donors brought community members to events?
What is their recurring gift status?
How often do they volunteer?
Have they increased their giving over time?
Have they expressed interest in learning more about your programs or mission?
Would they be interested in increasing their donation amount if approached in the right way?
Consistently review and update your donor profiles based on this information. As giving habits evolve, be sure to update a donor’s status, such as when a mid-level donor has achieved a major donor status.
Additionally, the criteria with which you identify your mid-level donors will change as your organization grows. Therefore, be sure to check your nonprofit’s objectives and align your team on which characteristics they can count on to spot a mid-level donor.
2. Create personalized communication plans
Personalize your communication to connect with mid-level donors in a way that acknowledges their level of giving and demonstrates impact. Take a multi-channel marketing approach to invite donors to take the next step in engaging with your organization. For example, you might launch the following initiatives as a part of your mid-level donor cultivation strategy:
A social media campaign showcasing the results of your recurring gifts program and thanking donors who made it happen.
An email campaign that offers a vision for your nonprofit’s future and invites mid-level donors to partner with you by volunteering or learning more in a webinar series.
A direct mail campaign that thanks mid-level donors for their continued support and includes a brochure of how their gifts have made a difference.
An exclusive event where beneficiaries share first-hand impact stories and guests get a sneak peek of upcoming projects and initiatives.
Rely on your donor data to pinpoint which communication channels your mid-level donors are most likely to respond best to. Find out where most of them are located as well. For instance, if most of your donors are local, an in-person gala could offer a memorable way for them to engage with you.
3. Offer exclusive access
Distinguish your mid-level donors by providing events or exclusive content that are just for them. This will encourage first-time donors to increase their engagement while recognizing the impact of mid-level donors. Some examples of this may include:
Early access or exclusive previews of an upcoming nonprofit event.
Free parking or prime seats at your next event.
Behind-the-scenes tours of your new facilities.
Exclusive “boots on the ground” content from your volunteer team.
By offering these perks and benefits, you can effectively retain mid-level donors. Just be sure to distinguish your mid-level donor stewardship program from your major gifts stewardship program. For instance, you may dedicate more formal, exclusive galas to major donors and plan quarterly volunteer workshops and lunches for mid-level donors.
4. Promote relevant opportunities
Once you’ve consulted your database, you have a better idea of your mid-level donors’ giving capacities and interests. Tailor your program to highlight relevant giving opportunities that your mid-level donors would likely agree to.
For example, if a mid-level donor has been offering a recurring gift for multiple years, you might approach them to discuss how planned gifts could help them leave a lasting legacy. Or, if a mid-level donor has a substantial social media following, you may invite them to participate in your next peer-to-peer fundraising campaign. Another option would be to invite a committed mid-level donor onto your nonprofit board to involve them in your decision-making processes.
Each of these next steps will differ depending on a donor’s giving and engagement history. However, it’s always a good idea to invite donors to get more experience with your cause to deepen their understanding and connection.
5. Use metrics to measure progress
To measure your program’s success, identify which metrics you’ll track. This will help you assess your mid-level giving program’s return on investment and help you adapt your program over time. Key metrics to keep an eye on include:
Mid-level donor retention
Conversion rate from low-level giving to mid-level giving
Event participation rate
Recurring gift program participation rate
Matching gift participation
Mid-level giving program benefits utilization
In addition to these metrics, you may also choose to calculate donor lifetime value, which estimates a mid-level donor’s value based on their potential future contributions. This metric is especially relevant to assess the long-term impact of your program and can convince your team to hone their mid-level cultivation strategy.
Best practices for mid-level donor retention
To properly select and cultivate mid-level donors, there are a few techniques to keep in mind. Following these will save your team time while maximizing each connection you make and leading your donors further down the pipeline. Let’s review them below!
Lean into automation
Planning and executing informed marketing campaigns can take time. That’s why nonprofits should lean into automation to do some of the heavy lifting for them. Email marketing, social media posting, and SMS messaging are all examples of automated marketing you can tap into to get your messages across promptly.
Another game-changing automated process is matching gift auto-submission. This technology facilitates the donor-matching gift submission process by embedding directly into a nonprofit’s donation form. All donors have to do is provide their company email address and the software will handle the rest of the matching gift process on their behalf. Check out this video for a quick overview of Double the Donation’s automation platform:
As the video explains, matching gift auto-submission has an easy setup with integrations, no developer time, no custom coding, and no additional complications. Plus, recent statistics indicate that auto-submission is projected to yield an 80% increase in matching gift revenue.
By incorporating auto-submission into your nonprofit tech stack, you can make donating matching gifts easier than ever and retain more mid-level donors.
Demonstrate impact
By reminding mid-level donors of how their giving translates into real-world impact, you’ll foster greater transparency and trust among them. Here are a few strategies you can use to effectively demonstrate impact:
Impact reports. These comprehensive annual reports outline how your team used incoming funds to advance your mission. Specifically, they cover your organization’s activities, goals, and achievements. The report should be stocked full of progress metrics and can even be interactive with multimedia like videos, charts, and infographics inviting readers to take a deeper look at your mission.
Testimonials. With permission, you can use volunteer, staff, and beneficiary testimonials to drive more mid-level donor support. For instance, a homeless shelter may use volunteer and beneficiary testimonials to drive home the value of a functional warming center during the cold winter months.
Real-time statistics. To keep your audience updated at all times, you can use real-time statistics that play up your campaign’s urgency. For example, if you choose to run a time-sensitive matching gift challenge campaign, you can use fundraising leaderboards or thermometers that update matching gift progress automatically.
These techniques will keep your mid-level donors informed and excited about offering their support. And, over time, you can inspire your mid-level donors to pursue major gift status by keeping your mission top of mind.
Prioritize recognition
Did you know that 41% of donors will give again when they receive personalized outreach on the impact of their support? Providing recognition goes hand in hand with demonstrating impact and can show that your nonprofit is grateful for gifts of all sizes.
Recognize your mid-level donors as soon as the gift is received or within a 48-hour window to show your appreciation in a timely manner. An easy way to make your recognition both prompt and personalized is by using digital eCards. A platform like eCardWidget’s easy customization makes it the perfect donor recognition tool.
For example, look at how Youth For Understanding’s colorful thank-you eCards illustrate the level of creative freedom you can get with the platform:
Use quick and meaningful updates like these to thank donors, invite them to dedicated events, or even send them a happy birthday message to signal their importance to your organization.
Conclusion + Additional Resources
Mid-level donors are often the loyal sustainers of your organization. Their consistency can help you stay afloat or level up your existing programs. Use the tools and techniques listed in this article to zero in on your mid-level donors and launch an engaging program that keeps them enthusiastic about your cause.
Did you enjoy this guide to mid-level donor programs? Check out these related resources to learn more:
Corporate partnerships play a pivotal role in advancing nonprofits’ missions. Companies partaking in philanthropy supply charitable organizations with substantial amounts of funding—to the tune of $20 to $26 billion each year. And strategic partnerships are built to ensure that each party, the company and the organization, receives significant benefits from the relationship.
But many nonprofit fundraisers don’t know where to start.
Lucky for you, we aim to empower teams like yours as you learn to navigate corporate partnerships effectively. In this guide, we’ll walk through each of the following steps integral to establishing a constructive strategy.
Ready to unlock new possibilities? Following this complete how-to can transform your approach to collaboration and elevate your fundraising game overall. In the end, you’ll unleash a powerful treasure trove of support for your cause.
Dive in to explore the intricacies of corporate partnerships, reveal tried-and-true strategies, and uncover innovative, tech-driven methods for success.
Understanding the Corporate Partnership Landscape
In order to best leverage the corporate partnership opportunity, it’s crucial that your team has a solid understanding of such collaborative efforts at large. Here are a few things you should know.
What Are Corporate Partnerships?
A corporate partnership is defined as a collaborative relationship between a nonprofit organization and a corporate entity.
These initiatives are generally characterized by shared objectives, mutual benefits, and strategic cooperation. In other words, a nonprofit and a company work together to achieve common goals and widely advantageous outcomes by leveraging their combined strengths, resources, and expertise.
These collaborations may go beyond traditional philanthropy, encompassing various forms of engagement that create positive social impact, promote community development, and enhance the brand image of both parties involved.
While the nature of these collaborations can vary widely, such partnerships typically result in long-term relationships rather than standalone giving initiatives.
Types of Corporate Partnerships to Consider
Corporate partnerships can come in all shapes and sizes, varying greatly based on the organization and the company involved. Despite their differences, each form of partnership holds unique benefits that significantly impact the success of the initiatives’ success.
These include:
Cause Marketing
A collaboration between a nonprofit and a corporation to mutually promote their brands and causes, respectively. This type of partnership often involves a company contributing a percentage of profits or another specific monetary contribution to the organization based on the quantity of products or total revenue sold.
Corporate Sponsorships
A company providing financial support to a nonprofit for a particular event, program, or other specific initiative in exchange for visibility and acknowledgment. Sponsors may benefit from branding opportunities, exposure to the nonprofit’s audience, and strategic alignment with a cause that resonates with their own values.
Team Volunteerism
Corporate employees engaging in volunteer activities as a group, fostering team-building within the company, and supporting the nonprofit through the contribution of volunteer hours. Activities can range from community service projects to skill-based volunteering and beyond. Some companies also offer volunteer grants or paid Volunteer Time Off, too.
In-Kind Giving
The donation of goods or services by a corporation to a nonprofit organization. This type of partnership contributes valuable resources without monetary exchange, supplying the organization with essential items at no or low cost that it may be unable to afford otherwise and ultimately reducing its operational costs.
Pro Bono Services
Corporate professionals offering specialized skills and expertise to nonprofits without charge. These collaborations help organizations access beneficial services such as legal, marketing, or consulting advice, thus strengthening their internal strategies as a whole.
Disaster Relief Efforts
Corporations collaborating with nonprofits to provide disaster relief efforts in times of crisis. This might include financial contributions, in-kind donations, or logistical support to aid affected communities. And it ultimately allows both parties to showcase social responsibility in challenging periods.
Corporate Matching Gift Programs
A company matching donations its employees contribute to a range of nonprofit causes and mission types. As one of the most widely accessible forms of corporate partnerships, employee matching gifts encourage a company’s workforce to be actively involved in the partnership. The organization receives corporate funds and reaps the benefits of strengthened individual supporter relationships, too!
One-Off Matching Gift Programs
A subset of corporate matching gifts, one-off matching gift programs involve a company matching donations its employees contribute to a single organization, typically within a predetermined timeframe. These types of targeted match initiatives form increasingly personalized relationships between businesses and nonprofit fundraisers.
Advocacy or Awareness Campaigns
Corporations partnering with nonprofits to raise awareness around relevant social issues or to advocate for policy change or reformation regarding specific causes and social issues. These campaigns generally leverage the corporation’s reach and resources to amplify the nonprofit’s message and influence positive change.
Collaborative Research Efforts
Corporations and nonprofits joining forces to fund and conduct research studies relevant to both parties. This type of partnership allows for the sharing of expertise, resources, data, and more, thus leading to innovative solutions and groundbreaking advancements.
Joint or Co-Branded Initiatives
The creation of products, services, or events in collaboration between, and jointly marketed by, a nonprofit and a corporation. These partnerships leverage the strengths and audiences of both entities, resulting in initiatives that benefit each team while promoting a shared cause.
With so many collaborative efforts to choose from, it’s likely your organization has already begun to benefit from partnering with charitable-minded businesses. Still, there’s always room to grow in your strategies and explore new types of partnerships. Open doors to fresh opportunities and expand the scope of your impact!
Laying the Partnerships Groundwork
To set the stage for successful partnerships, it’s important for organizations to lay a robust groundwork for collaboration. Think of this step as the prep work your team does before launching into your actual partnership-seeking strategy.
Your actions might include:
Establishing and training a partnership team. Determine who, among your staff and volunteers, is best suited to be the face of your organization in partnership conversations. Then, ensure the team you’ve built is well-informed regarding your organization and can effectively communicate the value you bring to the table.
Recognizing your organization’s core competencies. When preparing to pitch your nonprofit as a worthwhile partner, be sure to conduct an analysis that identifies your key strengths. For example, you might have a really strong donor base or an impressive international reach. Regardless, it will likely play into your value proposition.
Analyzing your target audience. Overlapping audiences are a sign of a well-aligned partner relationship. Do your research beforehand to identify the demographics, interests, and preferences of your supporters. Then, use the information you gather to guide your next steps.
Determining your goals and objectives. Make sure you’re seeking partnerships that meet your organization’s needs and goals. In order to do so, you’ll need to narrow your focus and ascertain the types of collaborations you seek. If you’re seeking corporate volunteer groups, for instance, you might want to prioritize companies with significant local workforces.
Successful partnerships begin with thoughtful planning, and these steps can go a long way in preparing your organization for the undertaking. Remember: the goal is ultimately to build lasting corporate relationships that not only meet your immediate needs but also align with your overarching mission and vision.
Uncovering Prospective Corporate Partners
Identifying opportune partners is the key to getting the most out of your organization’s efforts. You don’t want to pitch a partnership to any company you can think of. Rather, thorough research is paramount, empowering nonprofits to utilize their limited time and resources wisely. Plus, you can focus on prospects most likely to result in a positive return on your investment.
Consider employing a prospect rating system like this:
Careful analysis of potential corporate partners will allow your team to select the best partners. For optimal results, we recommend looking for:
Aligning missions and values
Existing philanthropy or CSR initiatives
Previous nonprofit collaborations
Financial health and giving capacity
Media presence and brand image
Overall reputation
Trends and market analysis
Don’t forget about the power of your nonprofit’s support network, either!
Finding an existing connection to a business—whether that’s a donor, volunteer, board member, or other constituent—can open doors and significantly enhance the impact of your efforts.
How? Utilizing available contacts not only provides a warmer introduction but also adds a layer of trust and familiarity that positively influences the perception of your organization. Instead of a cold solicitation, you offer a personal and genuine interaction fueled by shared values and mutual associates.
The art of persuasion is fundamental to successful partnerships. You’re essentially selling your organization’s worth to prospective corporate parties.
Drafting a convincing proposal involves not just showcasing the initiative’s unique value proposition but also outlining the specific needs and opportunities of your cause.
Key Components of an Effective Partnership Pitch
Executive Summary: Provide a concise overview of your nonprofit, its mission, and key highlights of the proposed partnership. Summarize the value proposition and the impact the partnership aims to achieve.
Needs and Opportunities: Clearly articulate specific needs or opportunities the proposed partnership will address. Understand the challenges your organization faces that the corporate partner can help fill.
Goals and Objectives: Define specific goals and objectives of the proposed partnership. Outline what both parties aim to achieve and how the collaboration aligns with broader strategic objectives on each side.
Recognition and Visibility: Detail how the corporate partner will be recognized and the collaboration marketed. Include information on co-branded promotional opportunities, media exposure, and visibility within your organization’s own channels.
Employee Engagement: Showcase opportunities for employee engagement, such as volunteer programs, team-building activities, or skills-based volunteerism. Highlight exactly how the partnership can enhance employee satisfaction and morale, and feel free to use statistics like these to help emphasize such benefits.
Budget and Financials: Present a detailed budget that outlines how funds from the partnership will be utilized. Be transparent about the financial aspects, demonstrating accountability and responsible stewardship.
Testimonials and Success Stories: Include testimonials or success stories from previous partnerships to help build your organization’s credibility. Highlight the positive experiences of other corporate partners, the impact they’ve made, and the tangible benefits they received by working with your cause.
Timeline and Milestones: Propose an anticipated timeline that outlines the intended duration of your partnership endeavor. Clearly communicate the chronology for the execution of various initiatives and key activities.
Call to Action: Plainly state the next steps and implement a specific call to action for the business to take. Include contact information for key individuals within your organization, and make it easy for the partner to initiate the partnership if they so choose.
[Nonprofit] invites [company] to join forces to drive impact by supporting our endeavors in [specific project or program]. Please consider this proposal, which outlines a unique partnership opportunity to benefit both our organization and your company.
The [nonprofit] team seeks to [mission or vision], but we are facing [funding shortages, lack of resources, etc]. By collaborating, we can work together to address needs such as [mission-relevant need] and enhance the collective benefits offered by [nonprofit].
In taking on this effort, our primary goal is to [mission-relevant goal]. By fostering a partnership with [company], we believe we can provide value to your team in terms of [increased brand visibility, employee engagement, or other business goals].
Should you accept this proposal, [company] can expect to gain significant exposure through [branding opportunities, media exposure, communication channels, etc.]. [Company] would be prominently featured, driving widespread recognition and a positive reputation among consumers.
Not to mention, [company] employees can actively participate in [volunteer programs, workplace giving initiatives, or other partnership activities], thus contributing to team-wide engagement, boosting morale, and increasing staff retention rates.
Our detailed budget ensures transparency and illustrates the concrete impact of your investment in [nonprofit]. With a contribution of $[funding request] from [company] and expected expenses of $[estimated expenditures], we anticipate a significant return on investment for the program.
Past partners, including [other company], have experienced [specific positive experiences], and we believe that [company] would benefit in many of the same ways.
We propose a partnership that would span [timeline], with key milestones occurring at [specific milestone and timetable] to establish a framework for impending success.
Please contact [name] at [email address] or [phone number] to discuss the potential of a partnership with [nonprofit]. Thank you for your consideration, and we look forward to exploring the next steps together.
Establishing a Strategy for Inbound Partnership Prospects
While nonprofits traditionally source most of their own corporate relationships, being prepared for inbound interest from potential partners is equally crucial. One of the best ways you can do so is by creating a page on your organization’s website dedicated to getting involved in corporate partnerships.
Such a page should include…
A high-level overview of your mission or cause and how partnership funds will be used
Numerous ways a company can get involved through partnerships, such as workplace giving, sponsorship events, or cause marketing
Corporate partnership benefits for companies, including brand visibility, tax deductions, employee engagement, and more
An embedded interest form that allows potential partners to supply contact information and other useful details
Information encouraging interested companies to work with a CSR platform—specifically one equipped with auto-submission functionality—to help streamline the organization and management of corporate partnerships
You’ll also want to plan how your organization will respond to the inbound interest you receive. Once a company expresses interest in working together (e.g., by filling out the contact form on your site), your team will need to follow up, thank them for their interest, and engage in a conversation about the possible partnership.
Initiating Corporate Partnership Outreach
Proactive outreach is a core component of successful corporate partnerships.
Once you feel prepared to begin your outreach, you’ll want to determine the key decision-makers within the corporation. This might include those in the corporate social responsibility, marketing, community engagement, or executive leadership departments. The goal is to get your pitch in front of the company’s decision-makers!
It’s worth noting that leveraging any personal connections or common contacts within the corporate organization can significantly facilitate the initial introduction. Such connections not only enhance credibility but also increase the likelihood that your proposal will receive consideration.
When making your initial outreach, it’s a good idea to propose a low-commitment interaction. For example, a brief introductory call, virtual meeting, or coffee chat allows for a casual and exploratory conversation. You’ll have the space to discuss potential collaboration without placing immediate pressure on the prospective partner.
Prior to engaging in discussion, make an effort to anticipate potential concerns or objections from your prospective partner. Then, prepare a thoughtful response beforehand. Approach discussions with respect, empathy, and a focus on mutual success, and be open to innovative approaches that meet the interests of both parties.
Following the initial contact, follow up promptly with a personalized thank-you message, showing your gratitude for the company’s consideration. Remember to reiterate your interest in the potential partnership, supply any additional information or materials, and express openness to further discussions.
Building and Maintaining Long-Term Corporate Relationships
It’s easier (and more cost-effective) to retain long-term corporate relationships than it is to be constantly on the lookout for new, one-off partnership opportunities. That’s why, from the beginning, it’s important to approach potential partners as an opportunity for genuine, mutually beneficial relationships—rather than focusing solely on the transactional value.
Aim to foster a lasting connection by making a commitment to collaboration and maintaining regular and transparent communication. Implementing these best practices in your partnership strategy can help you do so:
Provide impact updates on the companies’ support, share success stories, and keep partners informed about upcoming initiatives and ways to stay involved.
Acknowledge and celebrate corporate partners above and beyond what’s outlined in your agreement, when possible—on your website, social media pages, promotional materials, and more.
Establish a process for gathering feedback regarding the partnership experience. Then, use the input provided to refine and improve your corporate engagement efforts.
Engage employees of your partner company by offering opportunities to partake in volunteer activities, event participation, peer-to-peer fundraising, and more.
All in all, you’ll want to identify opportunities to deepen the existing relationship with corporate connections. As your partnership progresses, make it a priority to work collaboratively and develop a roadmap for future collaboration and growth.
Bonus! Unlocking Partnerships With Matching Gift Software
Does your organization invest in the industry’s leading matching gift solution, 360MatchPro? If so, it can be one of your greatest assets as your team begins sourcing corporate partnerships.
While corporate partnerships can encompass a lot more than employee matching gifts alone, there’s a close relationship between the two concepts. As such, you can use data collected from one initiative (matching gifts) to inform your strategy for the other (broader corporate partnerships). And Double the Donation built its platform to help.
Plus, leveraging a solution equipped with auto-submission not only streamlines the process for your own team but also enhances the partnership experience on the company’s end by demonstrating proactive engagement and efficiency.
Using Double the Donation’s ‘Leading Companies’ Tool
You know that companies with which you share personal connections can be your organization’s most valuable prospects. Such connections showcase overlapping audiences and demonstrate the potential benefits a partnership can bring. Your donors’ employers are some of the best examples of this—and that data is already stored within 360MatchPro.
That said, take a look at the companies featured in your organization’s “Leading Companies” tool (under the reporting tab) within the platform. This feature displays the companies most often selected by your donors as they interact with your employer search tool on your donation form or email follow-ups. And it means they’re companies well-represented within your donor base.
Once equipped with your list of top employers, you can divide prospects into two categories (which are already conveniently color-coded in 360MatchPro). These include:
Companies with existing matching gift programs
These are companies that employ a significant number of your donors and have already proven to be philanthropic in nature. Reach out and see if they’d consider a supplemental partnership—such as a sponsorship, volunteer event, or donation drive. If it actively engages the company’s employees (and your supporters!), even better.
Consider this helpful template to get you started:
Subject: Grow your philanthropy by partnering with [nonprofit] today!
Dear [corporate contact],
Over the years, [nonprofit] has been incredibly grateful for the support from [company] and its particularly philanthropic employee base. Your ongoing support through such a generous matching gift program allows us to better our communities by [specific project or program] and [specific project or program].
In the last twelve months, our organization has received [number] donations and identified over $[total matching gift revenue] worth of matching gifts from your company. We know that you are already dedicated to charitable giving, and it seems like we have a lot in common already.
Today, we’re reaching out to discuss your potential interest in partnering with our team as a corporate sponsor for [upcoming event, project, or program]. This would allow you to grow your support beyond matching gifts and get your workforce involved in new and exciting ways.
Thank you for considering this opportunity, and we look forward to the chance to create a more profound impact together.
Best regards,
[Name]
[Contact information]
[Nonprofit]
Companies without existing matching gift programs
Companies lacking matching gift programs but prevalent within your donor base may be interested in easy ways to step into the corporate philanthropy realm. Utilize your shared audiences to demonstrate value and propose a partnership opportunity with mutual benefits.
One-off matching gift initiatives are an excellent option in this case as it allows an employer to explore donation-matching in a limited-scope environment. And 360MatchPro makes it easy to manage such initiatives within an organization’s matching gift portal using the one-off program management feature!
Consider this helpful template to get you started:
I trust this email finds you well. I wanted to reach out on behalf of [nonprofit], an organization dedicated to [mission or vision] in the [geographic region] area.
We see that over [number] of our generous donors are employed by your company. However, it appears that you do not currently offer a matching gift program.
Because our teams have so much in common already, we thought you might be interested in exploring the possibility of a mutually beneficial collaboration. We believe that by establishing a partnership, we could create a more significant and lasting impact on the causes that matter most to all of us. Could we schedule a brief call to discuss possibilities?
Thank you for your consideration,
[Name]
[Title]
[Nonprofit]
You always want to make the most of the tools in your nonprofit’s toolkit. This often-overlooked feature in 360MatchPro can provide invaluable insights for your partnership strategy—so long as you know what to do with the information at your fingertips.
Not yet a Double the Donation client? Get a demo of the platform to see how it will elevate your matching gift and corporate partnership efforts.
Final Thoughts & Additional Resources
With this helpful roadmap in hand, we hope your team can pursue and cultivate powerful corporate relationships. As you embark on the journey, feel encouraged to approach each potential partnership with intention, creativity, and a deep commitment to mutually beneficial outcomes, creating lasting positive change. Plus, make the most of the resources at your disposal (such as your matching gift software) to produce the greatest impact possible for your cause.
The result? Increased revenue through additional philanthropy opportunities and stronger partnerships that bring each team to new heights.
Interested in learning more about effective corporate partnership strategies? Check out these recommended resources for further reading:
How to Identify Corporate Partners
360MatchPro can help your team locate its greatest potential partners. Find out how you can do so in this guide to corporate partnership identification.
One-off (or custom) matching gift programs are easy and powerful corporate partnerships. See how your nonprofit can build personal employee giving initiatives!
Don’t overlook the power of corporate volunteerism! Many companies even provide “dollars for doers” grants to the organizations with which their employees volunteer.
Two of the most common challenges nonprofits faced in 2023 were operating under unfavorable economic conditions and combatting staff burnout and low retention. Funding—or a lack thereof—is one of the main culprits.
Particularly, a lack of diverse and reliable funding sources can have negative effects on nonprofit operations and burden staff with more work. If your development team is always chasing the next donation, staff members could suffer from stress and burnout.
This is why it’s so important for nonprofits to set up programs that inspire donors to give regularly. In this guide, we’ll discuss recurring giving and how your organization can set up a program to diversify your funding sources:
Consistent, monthly funding from recurring giving programs can enable you to pay for more projects and help more beneficiaries. But before you can get there, it’s key to understand what these programs are and how to set one up. Let’s get started!
What is recurring giving?
Recurring giving occurs when a donor opts to make regular donations to a nonprofit each month, making it a great way for nonprofits to fundraise. These recurring payments can be automated to make participating more convenient for the donor.
There are a variety of ways to implement recurring giving at your organization. In a basic monthly giving program, donors simply agree to donate a certain amount each month, often via automated payments. Another option is to create an exclusive club or membership program for monthly donors and offer some kind of incentive to join (e.g., branded merchandise or early access to event tickets).
What are the benefits of recurring giving?
A robust recurring giving program can be a game-changer for your organization and supporters. Specifically, these benefits include:
Reduced strain on your staff. To recruit recurring donors, staff only need to put in the legwork of securing the first donation—from there, donations are made automatically without their help. However, it’s important to keep in mind that you will need to prioritize donor retention to keep participants engaged.
Consistent donations. When you have a recurring giving program, you can count on a certain amount of funding coming in each month. This makes it easier to plan and budget on a shorter timeline, and you have more liquid cash available for emergencies and other special circumstances.
Higher retention rates. Because your nonprofit only needs to secure one donation, you’ll see fewer lapsed donors when they are involved in your recurring giving program. Additionally, donors involved in recurring giving programs tend to be more loyal than passive donors when nonprofits have proper stewardship policies in place.
More convenience for donors. Most supporters appreciate it when donating is as quick and easy as possible, which is why 63% of donors prefer giving online. Recurring giving programs allow donors to provide consistent support to their favorite cause without needing to lift a finger after the first donation.
Recurring giving programs can also be more cost-effective. Your nonprofit won’t need to spend as much time and resources on marketing initiatives to secure donations—in other words, your cost per gift will decrease.
Additionally, donors could end up contributing more to your nonprofit in the long run. For example, a donor might only remember to donate $100 twice a year, giving a total of $200. However, they may join your monthly giving program, commit to donating $25 each month, and give a total of $300 that year.
How can your nonprofit start a monthly giving program?
Starting one of these programs won’t cost your nonprofit much beyond your time and a little hard work. However, there are some preparations you’ll need to make to ensure the program runs smoothly.
Before you launch a program, make sure you have:
Your leaders’ and board members’ approval
A dedicated program manager
A functioning, accessible website and donation page that integrate with your CRM or fundraising software
Any necessary marketing tools
Merchandise, gifts, or exclusive content (if you plan to offer program incentives)
Next, you’re ready to start developing the program. Here are the basic steps to follow:
Identify your target audience.
To recruit recurring donors, you can look both internally at your current donors and externally at potential supporters. Because you already have an established relationship with them, however, current donors are more likely to participate in the program.
Whether they’re an existing or prospective donor, those willing to join your recurring giving program must have the right:
Affinity for your cause. This refers to a donor’s personal connection to your cause. For example, do they donate to similar organizations or fund political initiatives that align with your values?
Capacity to give. Capacity indicates how much a donor is able to give. Estimate this metric by tracking wealth indicators like net worth and stock and real estate holdings. Remember that the donor needs to have enough discretionary income each month to participate in the program.
Likelihood of participating. This refers to a donor’s propensity or tendency to do something. You can track a donor’s history with your nonprofit to better understand their giving habits and even look at their interactions with other organizations.
The way your supporters show their dedication to your cause depends on the involvement opportunities you offer. However, in most organizations, the ideal target audience for a recurring giving program will be made up of your most loyal, dedicated supporters. This could include those who’ve been donors for multiple years and those who donate often.
Additionally, remember to look for donors who get involved in other ways like volunteering or serving on a committee. Volunteers are 66% more likely to contribute financiallyand they’re showing a deep commitment to your cause by spending their time furthering your mission.
Segment your supporters.
Once you’ve identified the donors who are most likely to participate in a recurring giving program, look out for patterns and shared traits among them. While everyone in this audience may be interested in donating monthly, they won’t all resonate with the same messages.
This is why it’s important to segment your donors based on specific traits. By creating these groups, you can craft personalized, targeted appeals that speak to their interests and reach them on the right communication channels.
For example, let’s say you run an animal shelter and are ready to start your recurring giving program. Here’s how you can segment your audience and tailor communication strategies to each group’s preferences:
Interests and affinities: Your supporters have varying affinities under the umbrella of animal welfare. You decide to create three segments based on the most common distinctions: dog people, cat people, and those who like both. Communications with cat people feature images of kittens, emphasize that their funding will help your TNR program, and tell stories about specific cats you’ve rescued in the past.
Communication preferences: Each of your donors has one or two communication channels they engage with most often. You track responses to past marketing campaigns in your CRM and create segments for each major communication channel, such as email, direct mail, social media, and text.
Demographics: Your audience consists of a variety of ages, so you create generational segments. Older generations respond best to more personal communication channels like email and phone calls while your Gen Z supporters would rather receive a short text message or like your Instagram posts.
Engagement level: You create segments based on how often supporters interact with your nonprofit, such as by making a donation, visiting your website, or engaging with a social media post. You send communications with your most active supporters more frequently while less active supporters receive occasional updates.
After you get your program up and running, you may need to refine your strategies and add or remove segments. Remember to frequently check key performance indicators (KPIs) such as email open rates, click-through rates, and conversions to determine whether your messaging resonates with each group.
Promote the program.
Now, you’re ready to start promoting the program to your selected audience. To get started, you need to craft a compelling, overarching message for the campaign. In other words, why should your supporters want to become recurring donors?
This message will be different for each nonprofit, and you’ll need to tweak it for each of your audience segments. To get you started, here are some of the main reasons why donors may be inspired to donate on a regular basis:
They can make a sustained impact—for many donors, making single, large donations is not realistic.
Recurring giving programs make donating as convenient as possible.
Monthly donors may form an exclusive community, making participants feel a sense of belonging.
They may have access to perks like free merchandise, priority access to events, invitations to staff or board meetings, etc.
Providing recurring donations allows your organization to use resources (e.g., staff time) more efficiently to work toward your mission.
Once you’ve crafted a unique appeal to prospective recurring donors, you’ll need to share it across multiple channels. Consider creating educational content about the program for your website. For example, you might write a blog post announcing the program and build a dedicated landing page that lays out the process of joining, how funds are used, any incentives you offer, and an FAQ section.
Then, share your message across your donors’ preferred communication channels. Make sure to tailor the format to the channel you’re using. While emails can be as long as 400 words, Instagram graphics should only contain a few lines of text at most. Additionally, prioritize eye-catching graphics for fast-paced channels like social media to ensure donors notice and engage with the content.
Once you’ve recruited donors into your recurring giving program, you might feel like your work is over. While you won’t need to secure each donation they make, you will need to make an effort to keep them enrolled in the program.
To retain donors, make sure to implement stewardship strategies such as:
Asking donors for feedback. Send out surveys to your recurring donors asking for their honest feedback on the program. Include questions asking them to rate how satisfied they are and what they think you could do better. For example, perhaps donors are happy to support you each month but would like to hear more about the impact they are making.
Thanking them for their support. This step is essential. Frequently send donors thank-you letters or emails that acknowledge their donations and express your gratitude. Make these messages personal by greeting them by name, mentioning the amount they give each month, and highlighting the sustained impact they have. Always thank them for the commitment they’ve made to support you each month.
Offering incentives. As we’ve mentioned, you can offer gifts and exclusive experiences to donors to motivate them to join your monthly giving program. However, incentives don’t have to be tangible or cost your organization anything. Instead, you might give them a place on your donor recognition wall, mention them in your annual report, or highlight their support in your newsletter.
The donors engaged in your recurring giving program are your most passionate, dedicated supporters. Avoid taking this loyal support for granted by frequently showing your gratitude for their ongoing support.
Do recurring gifts qualify for company matching?
Although every company ultimately makes its own rules and criteria that define its program eligibility, the good news is that recurring donations generally do qualify for corporate matching. However, there are a few possible routes that recurring donors can choose from when it comes to requesting their matches.
These include the following methods:
😔 A recurring gift donor submits a match request for the expected annual total at the time of initial commitment.
😐 A recurring gift donor submits a separate matching gift request each month (or another cadence, depending on the frequency of their contribution).
😊 Donors wait and submit aggregate donations once per quarter or year, depending on their employer’s matching gift guidelines.
Of the options, the third (batching donation requests) is the most efficient for all parties involved in the process: including your fundraising team, the initial donor, and the donor’s employing company. Meanwhile, the second (separate match requests for each gift) is generally an accepted practice, though it can require a bit of additional effort to process. The first option, however, is typically not approved by matching gift companies that aim to match funds contributed rather than simply pledged.
As more recurring givers secure more matches on your organization’s behalf, your impact will continue to multiply. Just remember: whether submitting the expected yearly total, making monthly match requests, or aggregating contributions for a single request, donors play a pivotal role in facilitating matching gift requests. Make sure your audience is well aware of corporate match opportunities and how they can get involved—regardless of whether they contribute a one-time donation or pledge a generous monthly gift.
What are some examples from other nonprofits?
If your nonprofit has never had a monthly giving program before, you may not know the best ways to promote it to your supporters. Here are a few examples from top nonprofits to inspire you:
One of the ways that St. Jude promotes its monthly giving program is by adding a “Monthly” button to their donation form. This makes joining the program extremely quick and easy for donors. Additionally, it makes anyone donating aware that St. Jude’s has a monthly giving program without requiring them to sift through their website or seek out a sign-up page.
National Wildlife Federation
The National Wildlife Federation (NWF) is an American conservation organization that fights for conservation values and seeks to give wildlife a voice.
This organization provides two excellent examples of ways to inspire donors to join a recurring giving program. First, it offers members-only benefits to those who give $15 or more each month. The page includes images of the items members will receive throughout the year and breaks down all of the perks of the program, such as discounts on merchandise.
This organization also breaks down the impact that various donation amounts will have and divides the total monthly contribution into daily gifts. This highlights how a small, daily sacrifice adds up to a significant total impact.
PAN Foundation
The PAN Foundation offers financial assistance to those with serious medical issues, helping them afford treatment.
To encourage monthly donations, the PAN Foundation created an exclusive community of recurring donors known as the PAN GEMs. GEM stands for “Give Every Month,” and these donors receive exclusive newsletters, invitations to virtual meetings, recognition in PAN publications, and opportunities to share feedback and personal stories.
To educate donors about the GEM community, the PAN Foundation created a dedicated landing page that explains what a GEM is, features calls to action, lists the benefits of being a member, features stories and testimonials, and notes that a monthly gift of just $50 covers treatment costs for an entire year.
Wrapping Up
Recurring giving programs deliver exactly what your nonprofit needs: consistent funding. Not only do these programs help lighten your staff’s workload and help you raise more money throughout the year, but they’re also more convenient and rewarding for donors who want to make a difference.
As you get more comfortable running your recurring giving program, consider branching out to other funding sources to boost your revenue. With CSR initiatives like matching gift programs, for example, donors’ employers will match donations they make to your nonprofit. This can double the donations you receive from donors without them needing to contribute each month.
For more help improving your nonprofit’s recurring giving program and maximizing revenue, check out these resources:
As a nonprofit professional, acquiring funds to power your mission is one of your biggest responsibilities. With over $300 billion in fundraising revenue donated in 2023 alone, finding reliable revenue sources might seem simple. However, individual fundraising can be a very volatile source of revenue, fluctuating due to economic trends, your donors’ financial statuses, and more.
That’s why your nonprofit should pursue several other revenue streams besides individual contributions from donors. Choosing and implementing new revenue streams can be challenging, but having the right tools and tips in mind helps your nonprofit achieve financial flexibility and freedom. We’ll help you start strong with these tips:
Diversifying your sources of support will ultimately lead to a more reliable future, empowering you to fulfill your mission. Now, let’s explore the different nonprofit revenue streams your organization can leverage.
8 Top Nonprofit Revenue Streams
Before we discuss how to diversify your nonprofit’s revenue streams, let’s review the top options for you to consider and the top strategy for each.
1. Individual Donations
Individual donations is an umbrella term for many types of fundraising that involve individuals donating to your organization. Some examples of fundraising in this revenue stream include:
Recurring Giving
Planned Giving
Major Giving
Capital Campaign Giving
Peer-to-Peer Fundraising
How to Secure Individual Donation Revenue: Prioritize Relationship-Building
“Individual donations” is an umbrella term for many types of fundraising that involve individuals donating to your organization. Some examples of fundraising in this revenue stream include:
Recurring Giving
Planned Giving
Major Giving
Capital Campaign Giving
Peer-to-Peer Fundraising
2. Matching Gifts
Matching gifts are a form of corporate giving that allows donors to get their charitable contributions matched by their employers. This valuable opportunity allows your supporters to double or even triple their financial impact on your cause. What’s more, your supporters will likely participate eagerly. According to our matching gift research, 84% of survey participants say they’re more likely to donate if a match is offered.
Top Matching Gifts Strategy: Use a Matching Gift Tool
Most donors don’t leverage their employer’s matching gift policy simply because they’re unaware of their program or how to submit a request. However, your nonprofit can empower them with matching gift software. This tool simplifies the process for donors by telling them if their employer has a matching gift program based on their company email address. Then, it provides steps for submitting a matching gift request based on each employer’s requirements.
When looking for a matching gift tool, prioritize solutions that have auto-submission capabilities. This allows your donors to submit a matching gift request straight from the donation form—no extra steps required. You can learn more about auto-submission with this educational video from our team:
3. Volunteer Grants
Volunteer grants are another form of corporate philanthropy that allows volunteers to turn their donated time into funds for your mission. Companies that provide volunteer grants donate to a nonprofit once their employees have spent a certain number of hours volunteering there. For instance, an employer’s policy might be to give $500 for 50 hours of volunteering time.
Top Volunteer Grants Strategy: Leverage a Volunteer Grants Database
Keeping track of all of your volunteers’ employers and their policies can be challenging. Using a volunteer grants database can help your nonprofit quickly determine which volunteers are eligible for grants through their employer. This allows you to provide volunteers with the information and resources they need to submit a volunteer grant request.
The best volunteer grants database will be volunteer-facing so your supporters can easily research their employer’s program. For example, Double the Donation’s nonprofit customers can make its volunteer grants database available to supporters so they can look up their companies whenever they wish.
Want to learn more about real companies that award matching gifts and volunteer grants? Access Double the Donation’s industry-leading database:
4. Corporate Sponsorships
Corporate sponsorships are when socially responsible companies support a nonprofit partner in exchange for tax benefits or being associated with a charitable cause. The most common types of corporate sponsorships include:
Cause marketing, in which the corporation uses its platform to spread awareness of the nonprofit’s cause
Top Corporate Sponsorship Strategy: Create a Personalized Pitch
Like any donation appeal, your nonprofit needs to convince potential sponsors why your organization is worth their support. However, unlike other donation appeals, you need to convince sponsors how they can benefit from your partnership as well. You might use insights such as:
Potential return on investment (ROI) based on the campaign. ROI can vary from campaign to campaign, so you should highlight why your campaign is valuable to their interests. For instance, let’s say you’re hosting a charity golf tournament. GolfStatus recommends highlighting that golfers have a much higher net worth than average, which makes them valuable sales prospects for sponsors.
Past results for other sponsors. If you’ve had corporate sponsorships before, present your key performance metrics to prove your program’s value. Better yet, if you’re trying to recruit past sponsors for a new campaign, pull metrics from their past engagement and estimate how the new campaign will increase revenue.
No matter which approach you use to pitch your nonprofit to potential sponsors, ensure you use hard facts to support your appeal. For example, you could mention overarching economic trends and the company’s goals to illustrate why sponsoring your nonprofit could be beneficial.
5. Member Dues
For nonprofits with a membership structure, dues are the money members pay regularly to remain part of the program. Nonprofits such as museums offer memberships to secure a reliable source of income.
Top Membership Dues Strategy: Add Unique Membership Perks
Unlike recurring gifts, membership to a nonprofit often comes with special benefits. Add unique perks to your membership package to differentiate your program from similar alternatives. For example, you could add:
Discounted or free entry. Museums that charge for admission can discount or waive these fees entirely, making membership a worthwhile investment for those who frequent the institution.
Special events. Some members might join your program to meet new people with similar interests. Host member-exclusive events, such as a monthly dinner party or mixer, to make your membership program feel like a community and incentivize attendance.
Greater input into nonprofit activities. Your members show significant dedication to your nonprofit by pledging to give regularly, so you could show them your gratitude by involving them in decision-making processes. For instance, the Toledo Museum of Art hosts the Georgia Welles Apollo Society, an affinity group of members who pool their dues and vote on new art to add to the museum’s collection each year.
Each membership community is unique, so you should base your benefits on their preferences. To formulate ideas for perks, you could survey your most loyal donors to understand what they’d like to experience as part of a membership community. From there, you can compile a list of contending ideas and select a few that align with your budget and goals.
6. In-Kind Contributions
In-kind donations are gifts of non-financial resources to your nonprofit. You can use in-kind contributions to:
Improve your programs. For instance, an in-kind gift of 20 kennels to an animal shelter would increase capacity and empower you to help many more animals in need.
Power your auctions. In-kind gifts are popular for charity auctions. Once a donor has given your organization a desirable item, you can auction it off and keep the proceeds as fundraising revenue.
Support special projects. Your nonprofit might have ongoing projects that require specific resources. For instance, an animal shelter might need construction materials to weatherproof their shelters.
Top In-Kind Contributions Strategy: Create a Wishlist
Chances are, your existing donors have in-kind resources they could donate to your nonprofit. They just might not know that you need anything. Create a comprehensive, detailed wishlist that describes all the in-kind resources your nonprofit needs at a given time. Include information such as:
Urgency for the item
Intended use
Preferred brands or conditions
Quantity needed
Impact of the item on your mission
Delivery and drop-off instructions
Basic steps for claiming the in-kind gift on tax forms
Once you’ve drafted your list, create a landing page on your website where supporters can easily sign up to donate in-kind items. If possible, integrate your CMS with your sign-up software so the public-facing list remains up-to-date and you don’t get duplicate donations. Also, unless there’s an urgent, unforeseen need for an in-kind resource, only send your updated wishlists once a month, so you don’t overwhelm your donors.
7. Grants
Grants are sums of money awarded to nonprofit applicants who fit certain criteria. They are usually provided by government agencies or foundations with an endowment.
Top Grants Strategy: Use Management Software
Your nonprofit likely juggles numerous grants at a time, some with overlapping requirements and due dates. Staying organized and vigilant about your grant applications is crucial to finding the right opportunities and securing funding. Grant management software can help you:
Find grants that fit your nonprofit’s needs and niche
Track application status, from submission to review to the final decision
Stay on top of deadlines with automated reminders
Compile required documentation
When picking a grants management software solution, ensure that you consider your volume of grant applications. For instance, if your nonprofit relies on grants for 20% of your funding, investing in a comprehensive solution can help you keep track of more applications, whereas a nonprofit that only applies for a few grants a year can make do with a cheaper solution with fear features.
8. Product Sales
Consider selling products to donors and taking the profit as fundraising revenue. Your nonprofit has a unique brand identity, making it easy for your donors to support you in style. Plus, branded products can spread the word about your mission.
Top Product Sales Strategy: Sell Limited-Edition Merchandise
While selling items with your nonprofit’s logo and slogan is a good start, you can level up your product sales by creating exclusive merchandise for certain events and campaigns. For example, let’s say you’re hosting an auction. You could sell a t-shirt with unique branding for your event to attendees and discontinue it afterward. This creates a sense of urgency for your donors to get your items before they’re gone.
Nonprofit Revenue Stream Diversification FAQ
Now that you know of different nonprofit revenue streams, let’s answer some questions you might have about adding them to your financial approach.
What are the benefits of diversifying your nonprofit’s revenue streams?
There are numerous advantages to intentionally diversifying your organization’s revenue streams, such as:
Financial stability. Even if you think you have an ironclad revenue stream, anything can happen. Economic factors can impact even the most reliable sources of revenue, so having multiple prepares you for anything.
Adaptability. As technology advances and the economy shifts, it’s helpful to have multiple funding sources available so you can adapt your approach proactively.
Expanded impact. More funding sources means more revenue that your nonprofit can leverage for your cause.
There’s no set amount of revenue streams your nonprofit should have, but you should have multiple to support you through any situation.
What are some common challenges in managing multiple revenue streams?
Despite the benefits of having diverse revenue streams, numerous obstacles can dissuade nonprofits from seeking out new ones, such as:
Resource allocation. Developing a new revenue-acquisition strategy for each stream takes time and money away from your beneficiaries. You might even need to expand your team or outsource labor to specialists who can manage your new revenue streams.
Compliance with regulations. Your nonprofit needs an in-depth understanding of the legal regulations surrounding each new revenue stream. For example, special in-kind donation tax considerations can impact how you fill out your Form 990.
Donor expectations. Your seasoned donors are likely used to how your nonprofit currently collects donations, so any change requires maintenance on your part to make additions and transitions as smooth as possible.
Changes can always pose challenges to nonprofits, but as long as you have the right tools and strategy in mind, you can tackle these hurdles. We’ll cover the impact the right software can have in a later section.
What are some key performance indicators (KPIs) for evaluating revenue streams?
Not all revenue streams are feasible for every nonprofit. As you test out new revenue streams for your nonprofit, use these KPIs to decide which are worth developing:
The best way to collect and leverage this data is by using a CRM with complex reporting capabilities, automated workflows, and field customization. These features allow you to track multiple KPIs simultaneously and form more accurate data-driven insights.
Nonprofit Revenue Stream Diversification: Dos and Don’ts
Do:
Practice data hygiene: Practicing data hygiene fundamentals helps ensure accurate reports and decision-making. NPOInfo’s guide to data hygiene suggests creating processes for standardizing data formatting, scheduling regular data back-ups, and appending missing data.
Research thoroughly: Picking new revenue streams involves big decisions, so you should be convinced they’re worth pursuing before investing the resources. Consider consulting with a professional to get an external, unbiased opinion.
Strategically plan your diversification approach: Build time into your staff’s calendars during the strategic planning process so you have the time to chart an informed, detailed path forward. Each nonprofit has a unique timeline, but you should expect to spend a few months cementing your strategic plan.
Evolve your tech stack: You can probably manage any new revenue streams with tailored software solutions. Research options on the market and pick one that aligns with your budget, tech experience, and existing solutions.
Focus on core competencies: Prioritize expanding into revenue streams that leverage your team’s strengths. For example, if you have multiple local corporate connections, leveraging corporate social responsibility programs would be a natural addition to your strategy.
Don’t:
Overextend resources: Understand and work within your organization’s resource constraints from the outset as you decide which new revenue streams to add. For instance, if you can only afford to add three revenue streams, don’t push the limit by attempting four or five, as you might burn out your team.
Ignore feedback: Remember to collect feedback from numerous stakeholders at all phases of implementation. This might include team members, donors, and beneficiaries. They can provide well-rounded suggestions from perspectives you might not have considered.
Expect results quickly: As with any major fundraising shift, it takes a while for all the facts to come together. Be patient until you have all relevant information before proceeding or cutting out revenue streams.
Assume risk unnecessarily: While it can be tempting to jump on a hot fundraising strategy or economic trend, consider all angles before adding it to your strategic plan so you know it’s truly a good choice.
Fail to adapt: While your strategic plan should be the main guide for your revenue stream adoption, it shouldn’t be set in stone. Build flexibility into your approach so you can pivot if necessary, either to implement a new strategy or to rethink one that isn’t working.
Wrapping Up + Additional Resources
Pursuing new nonprofit revenue streams isn’t only a financially sound strategy, but it also helps your team innovate and stay relevant over time. As long as you assess each option in detail, record results, and keep your core competencies in mind, you can shake up your organization’s current fundraising approach without significant risk. Plus, your donors will love having new ways to give back to your nonprofit!
https://doublethedonation.com/wp-content/uploads/2024/01/Nonprofit-revenue-streams_feature.jpg10181920Adam Weingerhttps://doublethedonation.com/wp-content/uploads/2022/03/logo-dtd.svgAdam Weinger2024-01-29 20:34:462024-01-30 13:15:04Diversifying Nonprofit Revenue Streams: How to Raise More
Every nonprofit professional’s dream is to cultivate a donor community full of lifelong supporters. However, achieving this goal requires lots of long-term strategic moves and outreach from your team.
These activities represent donor development, a critical process for nonprofits looking to establish a foothold in their community. Prioritizing donor development can significantly improve your acquisition rate, retention rate, and growth potential.
In this guide, we’ll review the key components of donor development so you can launch your own strategies, including:
Let’s explore the importance of donor development and how you can improve your current approach.
Donor Development: Key Terms to Know
Before we get into the details, let’s define some essential terms you need to know relating to donor development:
Prospect researchis the process of identifying potential donors and gathering information on them that can inform your ask.
The donor lifecycle refers to the various phases that a donor goes through while supporting your organization. We’ll go into the stages in greater detail later, but generally, the donor lifecycle starts when your nonprofit first makes contact with a potential donor.
Donor cultivationinvolves building and cultivating connections with potential donors to persuade them to contribute to your nonprofit.
Donor stewardship involves maintaining and strengthening existing supporter relationships to secure future gifts.
Donor development is the overarching approach your nonprofit takes to attract, retain, and upgrade donors. It encompasses donor cultivation and donor stewardship activities.
Donor retention rate is the percentage of donors that give again after their initial gift instead of churning.
Legacy commitments refer to planned gifts that donors have pledged for the future through their will or estate plan. These contributions can include bequests, trusts, property, gifts of stock, and more.
Now that you know these important terms, let’s answer some of the questions you might have about donor development.
Donor Development FAQ
Why does donor development matter?
These statistics illustrate the importance of donor development in your nonprofit’s overall financial health and stability:
It costs about five times more to acquire one new donor than it does to retain an existing one.
As you can see, retention is a more cost-effective way than acquisition to secure revenue from your donor community. And with total giving decreasing, it’s more important than ever to optimize your donor development approach and secure consistent fundraising revenue.
What are the phases of the donor lifecycle?
Understanding the donor lifecycle can help structure your donor development efforts. You can break the donor lifecycle into the following actions and stages:
The donor makes their initial donation to your nonprofit. The donor learns about your nonprofit and mission via marketing materials or their network. Once they donate, your nonprofit has officially acquired them as a supporter.
The donor renews their support. Once the donor has been in your community for some time and has decided to donate again, they move into the retention phase.
If the donor does not give again, they’re considered lapsed, which entails a different re-engagement strategy.
The donor deepens engagement with your nonprofit. For example, they might join your volunteer program, spearhead a peer-to-peer fundraising campaign on your behalf, or become a public advocate for your cause. These engagements signify that the donor feels a strong connection to your organization, making them a good candidate for a gift upgrade.
The donor becomes a lifelong advocate for your cause. Once a donor has expanded their involvement with your mission, your team likely knows how to keep them emotionally connected with your nonprofit in the long term.
The goal is to grow your donor’s commitment to your organization over time. That being said, the donor lifecycle looks different for every nonprofit based on your goals, budget, and fundraising capacity. Adjust this general donor lifecycle layout based on your objectives. Throughout the process, track donor engagement in your CRM and tailor your strategy to their preferences.
What’s the difference between donor cultivation, stewardship, and development?
While similar, all of these terms represent a different area of donor relationship management. This Venn diagram can help you understand what these terms commonly encompass and what sets them apart:
Donor Cultivation
Donor Development
Donor Stewardship
Shared Elements of Donor Cultivation and Donor Development
Shared Elements of Donor Development and Donor Stewardship
Shared Elements of Donor Cultivation, Development, and Stewardship
Awareness Building
Initial Engagement
Interest Generation
Outreach Initiatives
Relationship Building
Ongoing Engagement
Progression in Giving Levels
Personalized Communication
Recognition
Appreciation
Relationship Maintenance
Retention Strategies
Conversion of Prospects to Donors
Increasing Engagement Levels
Building Trust and Commitment
Nurturing and Sustaining Donor Relationships
Encouraging Repeat Contributions
Maintaining Engagement Momentum
Comprehensive Donor Engagement Continuum
Holistic Donor Journey
Interconnected Phases
Commitment to Donor Relationships
All of these terms are important to creating an overall donor development strategy. As we discuss how to plan your own, keep in mind your current activities for each of these processes and how you can improve them.
How can you gauge your current approach to donor development?
Establishing a baseline benchmark for your donor development program improvements is crucial for gauging performance. You can gauge the effectiveness of your current donor development strategies by:
Mapping your nonprofit’s average donor lifecycle. Consult your CRM to access data about how the average donor’s relationship with your nonprofit would evolve. Then, supplement your quantitative data with qualitative feedback from donors. Survey longtime and new donors to collect additional insight into their journey with your nonprofit. Once you have all relevant data points, create an updated donor lifecycle for your organization and work from there.
Evaluating your donor segments. Your nonprofit likely segments your donors to conduct personalized outreach, a crucial aspect of donor development. However, as your nonprofit’s donor community changes over time, so should your segmentation approach to accommodate new preferences. For example, you might have received an influx of younger donors in recent years who prefer SMS communications from your nonprofit.
Establishing key performance indicators (KPIs). Leveraging KPIs is a helpful strategy for standardizing what success means to your nonprofit based on your unique goals. Pertinent KPIs that your nonprofit might track for donor development include cost per dollar raised, retention rate, acquisition rate, and donor lifetime value (the total amount of revenue you can expect to receive from a donor over their entire relationship with your nonprofit).
You’ll need a comprehensive donor database to execute these activities effectively. If your CRM isn’t customizable, scalable, or otherwise doesn’t fit your reporting needs, you should research and implement alternative solutions.
Your job doesn’t end with finding an effective CRM, through! Once you’ve started using a solution that supports your donor development efforts, ensure you implement and stick to data hygiene practices. NPOInfo’s guide to data hygiene for nonprofits recommends adding these activities to your regimen:
Standardize data formatting.
Regularly audit and back up your data.
Invest in data appends.
Improving your data hygiene practices helps you keep your donor development data reliable and useful. This consistency makes it easier to detect and react to data trends, not just during the initial benchmarking phase but continuously over time.
Donor Development: 15 Strategies
General Donor Development Strategies
Implement these tactics into any donor development strategy, no matter how much the donor gives or how long they’ve been with your nonprofit:
Personalize communication. As previously mentioned, adding a personal touch to your communications is critical for keeping donors engaged with your nonprofit. Besides addressing each message recipient by name, you can boost personalization by sending messages to relevant sections of your supporter base with segmentation.
Provide impact reports. Your donors want to know that their investment in your mission is making a real difference. Convince them to continue contributing to your nonprofit by creating impact reports that illustrate what fundraising revenue has supported. A common format nonprofits use to convey impact is a public-facing annual report, but you can report impact to donors more frequently via email.
Offer engagement opportunities. Your donors want to make an impact on your beneficiaries, so offer them the chance to expand their engagement with new opportunities. For example, you might ask an annual donor if they’d like to join your volunteer program to give back differently. Or, you might encourage donors to submit a matching gift request to their employer to multiply their impact.
Show appreciation. Every donation puts you closer to achieving your mission, no matter its size. Thank all of your donors for their support to show how much they mean to your organization and your beneficiaries. Every donor should receive a thank-you email expressing your team’s heartfelt gratitude and pledging to put their gift to good use.
Encourage feedback. Optimizing the donor development journey is easier with suggestions straight from the segment that you’re trying to optimize. Welcome feedback from donors so you can access new insights that you can use to adjust your strategies. You can collect feedback formally using a survey, or informally by letting donors know that you’re always available if they have ad-hoc suggestions.
Mid-Tier Donor Development Strategies
Mid-tier donors are those who have the potential to upgrade and become lifetime donors. These strategies help you funnel them through more advanced stages of the donor lifecycle:
Create specific impact reports. Unlike general annual reports, you should break down mid-tier donors’ impact in greater detail. You might make specific impact reports for a donor when they hit a certain milestone, such as an anniversary of supporting your organization or a certain dollar amount crossed.
Host donor stewardship events. Donor stewardship applies to mid-tier donors because they already have a history of supporting your nonprofit. Host events where you can talk casually with mid-tier donors, such as a luncheon or mixer. This allows you to collect information that can inform your stewardship approach, such as personal milestones and other preferences.
Conduct one-on-one outreach. Besides inviting them to larger donor stewardship events, engage your mid-tier donors with occasional one-on-one outreach. For instance, you might call them on a special day in their life, such as their birthday or first day of retirement. Casual one-on-one outreach demonstrates that you care about your donors as people, not just a source of money for your cause.
Offer representative positions. Mid-tier donors have likely been loyal members of your nonprofit’s community for a while. You can foster their investment in your cause by offering them positions as nonprofit representatives. For example, you might start an Ambassador program where mid-tier donors can act as advocates for your nonprofit to their networks and have special responsibilities. This shows them that you view them as a positive contributor to your community and could yield upgraded gifts.
Host meet-and-greets with beneficiaries. Once your donors reach the mid-tier stage, you should try and deepen their emotional connection with not only your cause but also your beneficiaries themselves. Invite select mid-tier donors to a meet-and-greet event with beneficiaries where they can build unique relationships with them and solidify their commitment to your cause.
Major Donor Development Strategies
Once your donors have entered this stage, they’ve firmly established their loyalty to your nonprofit and have demonstrated a large capacity to give. These tactics can help you secure a significant lifelong commitment from them:
Hold regular meetings. Major donors should have a greater say in your nonprofit’s activities since they pledge a significant amount to your programs. Organize regular chats with major donors where you can ask for their thoughts about causes that they support. As long as you clarify that your team has the final say, this can be a beneficial opportunity for both you and your major donors to shape your daily operations.
Offer matching gift opportunities. If your major donors are looking for ways to expand their impact on your fundraising efforts, pitch a matching gift drive to them. In a matching gift drive, the major donor will pledge a matched contribution of whatever individual donors contribute up to a certain amount. For instance, a major donor could pledge to match all gifts up to the $10,000 benchmark. This not only gives the major donor a creative way to give back but also encourages other people to contribute.
Provide exclusive access. Make your fundraising events and programs even more interesting for major donors by offering exclusive perks. For example, you might offer them a VIP table at your charity auction or invite them to shadow your programming in progress. Just remember to secure permission from your beneficiaries first if you want to show major donors a beneficiary-facing activity.
Offer advisory roles. Whether it’s a position on your Board of Directors or a turn as the head of your Ambassador program, your major donors will likely appreciate new ways to get involved. If you have many major donors who are interested or if the role makes significant decisions for the nonprofit, host interviews to make sure they’re suited for the job. Also, remember to communicate the time commitment for the role before they start so they can adjust their schedule accordingly.
Promote legacy giving. This truly unique giving opportunity allows donors to continue supporting your nonprofit even after they’ve passed away. With a planned giving program, your major donors can pledge money from their estate to your organization. Planned giving can be highly personal and sensitive, which is why it’s best to pitch to major donors who are already comfortable with your team and who are extremely passionate about your mission.
Wrapping Up + Additional Resources
While implementing these suggestions provides a foundation for your donor development, you should customize your tactics based on your community and strategic plan. As long as you take the approaches that best suit your donors’ needs and provide creative ways to give back, you can boost your donors’ lifetime value and cultivate an ideal donor lifecycle for your nonprofit.
You likely gather many details about your donors—those who support your cause with their funds, time, or resources. Perhaps you collect names, contact information, engagement history, interests, and hobbies. The more comprehensive an understanding you have of each supporter, the better you can tailor your fundraising strategy to effectively reach your target audience.
However, one critical piece of the puzzle that’s often overlooked is employment data. Knowing where your donors work can play a significant role in how you relate to them in terms of fundraising, corporate giving opportunities, and more. And if you don’t already have this data point on file? That’s where employer appends come in.
In this guide, we’ll provide a walkthrough of all things employer appends—including:
Understanding your donors’ employment status can elevate your fundraising efforts in huge ways. You won’t want to discard the wealth of information gathered through employer appends, nor the amplified impact it brings.
Let’s get started!
The Basics of Data Appends
Data appends are a particular type of data enhancement strategy that allows nonprofits and other fundraising groups to learn more about the individuals in their networks. These efforts aim to provide organizations with more comprehensive and up-to-date information, often concerning their donors and other supporters. This empowers fundraisers to adjust their messaging and overall engagement strategies by better discerning who a donor is and what makes them tick.
Organizations typically provide the information they do have to a company dedicated to data enhancement services. The company then compares donor information against a mega-database of individual data, filling in the details the organization lacks as they go.
Employer appends, in particular, empower organizations to collect new and optimized data regarding the companies their supporters work for. Beyond employer information, other common types of data appends include mailing addresses, email addresses, birth dates, and phone numbers.
As you’ll notice, these types of appends primarily fill in missing or outdated contact information. That makes connecting with supporters easy for email outreach, phonathon fundraisers, direct mail solicitations, and other campaigns.
What Are Employer Appends?
Employer appends are one of the most common types of data appends for nonprofits, schools, and other fundraising organizations. In this case, the unknown information an organization seeks is that of a donor’s employer.
By providing other data points—such as the person’s name, location, phone number, education experience, etc.—the intended result is to locate the company that the individual works for (and sometimes even their job title!). In the end, the organization receives invaluable insights that can help uncover matching gift and other workplace giving opportunities, estimate wealth data, and more.
How Employer Appends Work for Fundraisers
The employer appends process is simple. After locating a data appending service (we’ll cover what to look for below), you’ll want to collect as much data about your donors as possible. This should include:
Name
Unique ID number
Mailing address (home, business, or both)
Region (state, city, and country)
Email address(es)
Phone number(s)
College or university (along with class year and major/degree, if available)
Last gift amount
Date of last donation
Date the entry was last updated
You will likely not have every data point available for each donor. And that’s okay! However, starting with as much information as possible increases the likelihood that the appending service provider can locate and match supporter records to the right employer information.
From there, the appending service will conduct its own research, typically scanning a number of public and privately held databases, which may include government records, SEC filings, social media profiles, business registrations, and more.
When the service provider is able to match a donor record with an employing company, they make a note of the identified information, check the newly collected data for accuracy, and share their findings with the organization. Ultimately, the organization is able to utilize the information to its best advantage in terms of optimal fundraising and donor relations.
Benefits of Employer Appends for Nonprofits and Universities
Employer appends can bring big results to nonprofit fundraising. Knowing where your donors and other key supporters work plays a significant role in overall engagement strategies, not to mention enabling targeted efforts regarding available workplace giving opportunities.
Specifically, employer appending can help your team:
Determine matching gift eligibility —
Thousands of companies offer matching gift programs where they agree to match employee donations to charitable organizations.
However, you likely won’t know which donors are eligible for (and, as a result, which to follow up with about) matching opportunities if you don’t know where they work. In fact, this knowledge gap even results in over $4 to $7 billion in matching gift funding going unclaimed each year!
Once you have the information you need, however, you’ll be able to prompt qualifying donors to complete the match process and secure additional funding on your organization’s behalf. This is true not only in the form of corporate match revenue but in elevated individual giving (and donor engagement), as well.
Keep in mind that matching gift services—like Double the Donation’s 360MatchPro—can help nonprofits target and follow up with matching gift opportunities as well. However, employer appends are often able to provide additional data points with which to guide an organization’s strategy, allowing fundraisers to capture supporter information even if the individual is not currently in the donation pipeline.
Here’s an example: “Jody, did you know that your employer, the Home Depot, matches full- and part-time employee donations up to $3,000 per person each year? Click here to request your matching gift!”
Uncover volunteer grant opportunities —
Similarly, if your organization has a supporter base of dedicated volunteers, corporate volunteer grants can help stretch their donated time even further. These are additional giving programs offered by philanthropic-minded businesses, the difference being that employers contribute monetary funds to the organizations with which their employees volunteer their time. Volunteer grants, which are also referred to as “dollars for doers,” can be an excellent way to multiply the impact of volunteer time for your organization, and supporters love being able to get involved in that way as well.
But again, you’ll need to know which companies your volunteers work for, which is where your employer appends come in. That way, you can be sure to inform them about the opportunities, encourage participation, and direct them to their employers’ request processes to get involved.
Here’s an example: “Thanks for all of your help at the shelter this weekend and over the past several months, Sam!As a Verizon employee, your volunteer hours likely qualify you to request a corporate volunteer grant on our behalf. Click here to learn more about how to request your grant!”
Identify potential corporate sponsorships —
Corporate sponsors can bring your nonprofit’s next fundraising event to the next level, and knowing which companies your supporters work for can aid in determining top prospective sponsors and help get your foot in the door! Once you know where your donors work, leverage the information as an in with a potential sponsor or encourage donors to advocate for a partnership on your behalf.
Here’s an example: “Ashley, it’s great to connect with the Microsoft team. More than 100 of our nonprofit’s donors work for Microsoft, and we’ve received thousands of dollars in matching gifts from your company in the past. As it’s clear that we already have a lot in common, would you be interested in sponsoring our upcoming event?”
Estimate wealth data —
Your donors’ wealth levels can play a significant role in their ability to give charitably, and understanding their limits can help organizations determine ideal fundraising asks. Knowing which companies your donors work for, their roles in the businesses, and more can help shed light on their estimated incomes and, by extension, giving abilities.
Here’s an example: “Sarah, we thank you for your continued support of our nonprofit cause. Will you consider making a $10,000 donation to help us reach our year-end giving goal?”
Tailor donor communications —
You want your donor outreach to be as personal and targeted as possible. Including direct references to donor-specific information helps develop relationships and shows that you’re not sending the same copied-and-pasted message to each person in your contacts. And, as you likely know, targeted messaging can be one of the best ways to develop strengthened, beyond-surface-level donor relationships, build connections with the cause, and ultimately drive more nonprofit involvement among supporters.
Highlighting an individual’s employing company can be a great way to do so, especially regarding getting involved with workplace giving programs. And if you don’t already have your donors’ employment information, that’s where employer appends can help.
Here’s an example: “Jeffrey, the Walt Disney Corporation offers a range of corporate giving opportunities that can benefit our organization in big ways. As a member of the Disney team, you have the chance to participate in matching gifts, volunteer grants, and more.”
Learn more about your supporters —
The more you know about your supporters—donors, volunteers, and prospects alike—the better you can connect with the individuals who make your mission possible. Since most people’s careers are a key component of their lives and what makes them who they are, understanding where they work and what they do can be a key piece of the “getting to know your donors” puzzle. Plus, it can even help shine a light on their own interests and hobbies.
Here’s an example: “As a Petco employee, you likely care about the wellbeing of the little, furry friends in our community. That’s exactly what our organization, the Atlanta Animal Shelter, is dedicated to, as well. Learn more about how you can get involved with the cause here!”
Overall, employer records are an extremely beneficial tool for designing targeted and effective outreach. However, you likely don’t have that information on file for all of your supporters. By leveraging employer appends, you can collect the information you need to guide your organization’s engagement efforts toward success.
Employer Appends Services | What to Look For
It’s possible to conduct donor research on your own; however, your organization is significantly more likely to uncover accurate and up-to-date information about more donors more quickly when you outsource the efforts to a third-party provider. And employer appends services are dedicated to doing just that in the most effective and efficient ways possible.
So how can you select the right employer (or other donor data) appends provider for your needs? Be sure to do your research beforehand.
For example, here’s how it works with Double the Donation:
Organizations typically see successful appends rates between 20% and 50% of the records they provide to the appending service (which is significantly higher than the industry average).
Employer appends are typically completed and provided within a few days of the organization submitting their inputs.
Appends records are assigned an accuracy rating. This takes into account the uniqueness of a donor’s name and the level of detailed inputs initially provided, as well as the comprehensiveness and recency of the data source used.
As an added bonus, previously unknown corporate executives are often identified and flagged as potential major donors.
Multiple appending options are available, including real-time employer appends for Double the Donation’s 360MatchPro users, as well as one-time bulk appends services for any organization.
Employer appends can be uploaded into 360MatchPro to trigger matching gift emails and other automated donor outreach.
[/av_textblock]
Other Frequently Asked Questions
Where does Double the Donation get its employer data?
Our propriety screening method combines data from both publicly and privately available sources. These sources include public government records, SEC filings, social media profiles, business registrations, and a variety of other sources.
What hit rate should our organization expect?
We typically see append rates which range from 20%-50%. This is based on a variety of factors such as:
Donor demographics (higher append rates among organizations which have a greater percentage of donors still in the workforce)
Average donation amount (higher append rates for wealthier donors)
Type of nonprofit (higher append rates for higher education)
How does Double the Donation determine its “accuracy score” for each record?
Our accuracy score is based on a number of factors including:
Uniqueness of donor names: With only a name it can be tough to determine whether we’ve identified the correct individual. The number of individuals with the same name plays a role in our accuracy score. A search for a common name such as “Steve Smith” will have a much lower accuracy score than a more unique / one of a kind name.
Level of detail provided on a record: The more information that you provide on each record, the greater the accuracy score. Even though there may be 1,000 individuals named “Steve Smith” if we’re able to match additional fields such as a phone number or mailing address it increases the accuracy score for that record.
Our data source / date the data source was updated:
We recognize that not all of our data sources are created equal. The data source, as well as the update frequency, plays a role in each individual record’s accuracy score.
Which types of nonprofits see the highest append rates and the most accurate results?
Our ability to append employer data is dependent upon the input file an organization provides to us. Organizations which keep their databases up-to-date see the best results.
For instance:
Do you have an up-to-date email address?
Do you have an up-to-date mailing address?
For higher education institutions, can you provide us with the years your donor / alumni graduated?
How complete are the input files that nonprofits normally send to Double the Donation?
It depends. Very rarely does an organization have comprehensive data on all of its donors, especially when you consider an organization which raises funds from multiple channels (mail, online, phone, in-person, etc.)
We do request that you provide us with as much data as you can as it helps us locate and match your records to the appropriate individual.
Are subsidiaries and alternate spelling variations listed separately or all in a single subsidiary field?
Our matching gift database is comprised of the following two tables:
A table mapping subsidiaries to parent companies
A table mapping all company details to a single parent company
These tables are then joined using a unique ID that ties all the data together.
Can I use employer append files I already have with 360MatchPro?
An organization navigates to the “import wizard” to upload its employer appends CSV file.
The organization previews record uploads to ensure the data has been mapped properly.
The organization leverages employer append workflows to match Unknown Eligibility donors with the correct employers.
You can learn more about leveraging bulk employer appends files alongside 360MatchPro with our Knowledge Base article on the topic here.
Concluding Thoughts
The more you know about your donors, the more effectively you can target and attract them to your cause. Not to mention, having employment data on file empowers organizations to seek workplace giving opportunities as well.
You may have a solid base of information pertaining to donors’ employing companies already. However, employer appends can go a long way toward filling in the blanks and connecting the dots. This is especially true in terms of matching gift programs, volunteer grants, and more.
Interested in further developing your organization’s donor data strategy? Dive into these other forms of data appends services—and how they can benefit your team—below:
What Is a Date of Birth Append? A Comprehensive Guide. Uncover more about your organization’s supporters with date of birth appending. Find out donors’ ages for strategic segmentation, send birthday outreach, and more.
https://doublethedonation.com/wp-content/uploads/2022/10/DTD-The-Ultimate-Guide-to-Employer-Appends-for-Fundraisers.png3801000Adam Weingerhttps://doublethedonation.com/wp-content/uploads/2022/03/logo-dtd.svgAdam Weinger2024-01-28 19:14:372024-06-03 18:21:30The Ultimate Guide to Employer Appends for Fundraisers
Tons of companies (from Fortune 500 enterprises to the local law firm down the street) offer generous employee gift-matching programs. When such a program is available, the business essentially agrees to match donations made by its staff to a wide range of charitable causes. These opportunities are great—and relatively well-known in the nonprofit space. However, there’s another type of corporate matching program that’s less widely understood, and that is one-off matching gift programs.
One-off (or custom) matching gift programs generally involve specific partnerships between one corporation and one nonprofit organization. And the results can be grand!
If you’re interested in making the most of corporate matching opportunities for your mission, you’ve come to the right place. In this guide, we’ll walk you through everything you need to know as you begin crafting a plan to source and leverage one-off matching initiatives. This includes:
Ready to dive in? One-off matching gifts have the potential to bring your organization’s corporate fundraising to the next level. You just need a plan that outlines how your team can do so. And for that, let’s start with the basics.
The basics of one-off matching gift programs
One-off matching gift programs are those that are unique to a single organization. In this case, it’s yours! In the matching gift sector, you may hear this type of partnership described in a few ways—including custom, one-off, exclusive, or even unique matching gift programs.
Regardless of the term used, the bottom line is the same: a company works with an organization to facilitate a matching gift program with narrower criteria than a standard match program would have.
Specifically, donations to your nonprofit are the only ones being matched.
You might wonder why a company would offer this particular type of donation-matching initiative.
Picture this: let’s say you run an organization dedicated to breast cancer research and treatment services. Now, imagine a corporate CEO has a soft spot for missions like yours. They come to your nonprofit team with a proposal: They’d like to match employee donations to your organization throughout Breast Cancer Awareness Month.
While the company may not typically have the bandwidth to match all team member donations, a one-off matching gift program can serve as an excellent jumping-off point for corporate philanthropy. Alternatively, a business might offer a traditional matching gift initiative with a 1:1 ratio year-round. During particular times (or to particular causes), however, the employer might elevate its program by offering a temporary 2, 3, or even 4:1 match through a one-off program.
Check out the clip below to get a two-minute overview of one-off matching gifts.
Interested in a more in-depth examination of the programs? Register to get the webinar replay here!
Double the Donation’s one-off match program functionality [with auto-submission]
If you’ve made an effort to elevate corporate fundraising at your organization, you’ve likely invested in a matching gift automation software like Double the Donation. This tool makes it quick and easy for you and your donors to locate information regarding thousands of matching gift companies.
If a company doesn’t offer a widely available matching gift program, though, they likely won’t show up in a search of the database tool. And that confusion can cause a disruption in the number of matching gift requests actually submitted—and secured—for your cause.
When you’ve organized a one-off matching gift program with a corporate partner, you want your donors to seamlessly locate the information they need to initiate the match process.
Luckily, Double the Donation has the solution: we’re offering built-in functionality for managing unique matching gift programs in 360MatchPro. That means you can add matching gift programs specific to your cause to your matching gift search tool—without it populating in other organizations’ databases as well. This way, donors can access the policy and forms they need to complete their matching gift requests on your nonprofit’s behalf.
While this functionality has previously been available exclusively for 360MatchPro Enterprise clients, we’re excited to announce that all 360MatchPro Standard accounts now have access to our unique program management tools!
*As a note, this feature is designed specifically for fundraisers looking to manage custom matching gift initiatives—360MatchPro does not work directly with corporations. If you’re a company interested in creating a matching gift program, contact us, and we’ll share information about our corporate vendor partners.
Adding a One-Off Program in 360MatchPro
Already have a corporate partner offering a one-off matching gift program for your organization? To add your unique campaign to your nonprofit’s matching gift database, log into your 360MatchPro portal and fill out a brief form regarding the offered program. (This can be located under the settings tab → Manage Programs.)
To save the program in your database, you’ll be asked for a few key details regarding the agreed-upon guidelines and parameters. This includes:
Company name
Point of contact information (e.g., the workplace giving coordinator or HR department), email address, and phone number
Types of eligible employees (full-time, part-time, retired team members, and/or spouses)
Minimum and maximum donations matched
Matching gift ratio
Submission form URL or PDF upload (and an overview of the request process)
Program start and end dates
From there, the custom matching gift initiative will begin populating within eligible donors’ queries! All they need to do is begin typing their employer’s name in your organization’s search tool and select the company from the populating options. Once they’re redirected to your confirmation screen (or afterward in an email), donors should find the easy-to-access program details and instructions as usual.
Enabling Auto-Submission for Your One-Off Program
In the same form, your team will also be asked whether you’d like to enable optional auto-submission functionality for the one-off matching gift program. This essentially enables Double the Donation to pre-fill a request form on the donor’s behalf, thus streamlining their experience and enhancing participation and engagement rates.
In order to see the best results from auto-submission forms, be sure to also fill out your comprehensive Organization Profile within 360MatchPro. (This can be located under the settings tab → Organization Profile.)
This resource should include vital and up-to-date information about your nonprofit that will ultimately be used for your matching gift company to review and approve requests. When qualifying donors initiate the auto-submission process from your giving page, Double the Donation has the necessary details to complete the request behind the scenes, thus automating and streamlining donors’ efforts.
The details in your nonprofit’s profile should include:
Your organization’s name
Phone number
Tax ID number (EIN)
Website URL
Full mailing address
Form W-9
501(c)(3) IRS affirmation letter
In the end, proactively sharing this information increases the likelihood that matches are completed without a hitch. As a result, you can expect more matching gift funds flowing into your cause in a timely manner.
(Hint: Your Organization Profile helps streamline auto-submission for other companies’ general matching gift programs as well!)
Locating a one-off corporate matching gift partner
One-off or unique matching gift programs are, by definition, developed on an ad hoc basis. Luckily, that opens up a world of possibilities—because just about any company could offer such an initiative.
As you begin seeking the right partner for your one-off matching gift program, we recommend taking a similar approach to the pursuit of a traditional corporate sponsorship. Following these steps can help organize your efforts and make the most of every avenue of support available to you!
Identifying companies your donors work for that don’t have existing matching gift programs.
Reach out to non-participating employers and share that you have a lot in common with them and their key stakeholders (your donors and their employees) already. Then, let your point of contact know you’d like to launch a one-off donation-matching initiative. Point out that it can be a great way to get into matching gifts for the first time, and be sure to share that your organization has helpful tools and resources for streamlining the facilitation of such a program.
Top tip: If your team uses 360MatchPro, the “Leading Companies” feature allows you to isolate the employers most often searched by donors in your database tool. It even flags top companies according to whether they have an existing match program or not!
Encouraging donors to advocate for a one-off matching program on your behalf.
Your donors can be some of your greatest assets. If they work for companies without existing programs, see if your supporters would be willing to pitch the idea to their employer on your behalf. When you provide a handy template supporters can use to propose a program (such as one included below), they’ll be increasingly likely to take such steps. And a company is going to be more open to considering the opportunity when the proposal is coming from a member of their own team.
Top tip: We recommend implementing 360MatchPro’s custom redirect functionality to inform ineligible donors about the ways they can get involved regardless. When a donor is marked as likely ineligible for a matching gift, send them to a page on your website that shares a myriad of opportunities for increased support: including championing a one-off matching gift program to their employer!
Suggesting unique opportunities for amplifying existing matching gift programs.
One-off matching gift programs are sometimes built off of companies’ existing match initiatives, too! That means you might not be starting from ground zero when it comes to communicating the matching gift opportunity and how a company can get involved.
Instead, there may be a business that contributes a number of matching gifts to your organization already. But in the company’s giving, you see an opportunity for growth or additional, untapped potential. In this case, you might consider proposing the idea of an “above and beyond” matching gift opportunity to set your prospective one-off program apart.
Here are a few examples of ways a company can scale up its matching gift program for your organization:
Increased matching gift ratios (e.g., a company usually matches gifts at a 1:1 ratio but raises the rate to 2:1 for a cancer research organization during Breast Cancer Awareness Month)
Decreased donation minimums (for example, let’s say a company generally requires donations of least $50 to qualify for a matching gift. During Pride month, it removes the minimum gift size for an LGBTQ+ nonprofit as a way to incentivize employee giving to the cause)
Increased donation maximums (a company typically instills a $500 cap on matching gifts per employee but raises the maximum threshold to $5,000 for a local food bank during Matching Gift Month)
Fundraising matches (a company generally matches gifts that employees donate personally but opts to match all gifts collected for a peer-to-peer fundraiser on behalf of a particular mission organization)
Top tip: One-off matching gift programs can offer an excellent opportunity to highlight giving days, awareness and affinity months, and more. Consider which celebrations best align with your nonprofit and its mission, then begin seeking corporate matching gift partners to amplify such efforts.
Creating a “one-off matching gift” interest page on your website.
Your nonprofit’s website is one of its most valuable assets. And, just like you can leverage this resource to share general matching gift program information, you can also use it to drum up interest for one-off matching gifts. The key difference, however, is that you’ll be targeting prospective companies rather than individual donors!
As you build a one-off matching gifts page on your site, we recommend the following best practices for success:
Make it easy to locate. You won’t reap many benefits from a web page that’s nearly impossible to find!
Review your mission. Don’t assume any prospective partners are already familiar with your organization. Provide a brief summary of your vision and your team’s work toward it. Pictures help, too!
Define the “one-off match” opportunity. Make sure to clearly define a one-off matching gift program and clarify how it differs from a standard matching gift.
Focus on the benefits. Companies want to know what advantages are being offered in any potential partnership. State the ways a one-off matching gift program will aid the employer in reaching its goals. The more specific you can be, the better!
Embed a contact form. It should be quick and easy for corporate donors to enter the information you’ll need to be in touch. When initiating contact is as simple as filling out an online form, more companies will be willing to do so!
Top tip: Be sure to follow up regarding companies’ one-off matching gift partnership interest in a timely manner. Though there’s no universally agreed-upon timetable, reaching out within one business day of the form being submitted tends to be an accepted practice. Plus, following up quickly allows your team to make the most of a corporate contact’s heightened engagement level before it dwindles.
Making the pitch and communicating one-off matching gift partnership value.
At this point, you should have narrowed down potential partnerships and produced a short list of prospects that may be willing to offer a one-off match. Now, it’s time to make your pitch. And don’t forget to mention the vast benefits to participating companies as well! These include heightened employee engagement, improved corporate social responsibility (CSR), tax benefits, and more.
If you have metrics available from previous one-off matching gift partners, this information can help demonstrate tangible value through prior successful engagements. For example, you might inform your corporate contact that a previous one-off match program led to a 40% increase in corporate giving or a 65% employee satisfaction rating.
Top tip: Throughout your search, keep an eye out for companies with similar missions and visions as your own. This will help ensure your values align with one another and can maintain a mutually beneficial partnership in the long term. Not to mention, their employees may be increasingly likely to support your cause.
Establishing one-off matching gift program guidelines in conjunction with your corporate partner.
Once you’ve identified a corporate partner, you’ll need to determine specific program guidelines to define the opportunity. Like traditional matching gifts, these criteria are ultimately determined by the company offering the program. However, your organization may play a role in advising the creation of a matching gift policy. You’ll also need to ensure that the new program’s guidelines do not conflict with any of your pre-existing gift acceptance policies.
Policies for special matching gift programs typically include:
Minimum and maximum donation amounts;
Matching gift ratios;
Types of qualifying employees (i.e., full-time, part-time, retired);
Submission deadlines;
Forms and request processes;
And any other relevant information!
In this regard, the only difference between a one-off and a standard match program is the types of nonprofits eligible for funding. And that question is easy—the receiving organization is yours!
Still, it’s a good idea to discuss associated criteria with your matching gift partner before rolling out your program. This enables your team to better communicate eligibility standards and ensure match requests have the information required for approval. Plus, your organization can provide access to helpful resources that simplify the experience for you and your partners.
Top tip: If you’ve invested in Double the Donation’s matching gift platform, enabling the one-off matching gift management feature allows a company (and its employees) to benefit from a streamlined submission process.
Made possible with the standard matching gift form, this request method is quick and easy for donors to complete, minimizing additional steps and reducing roadblocks in participation. The result? More matches!
Key benefits of one-off matching gift programs for nonprofits
Though narrower in scope, one-off matching gift programs offer many of the same benefits that traditional matching gift programs do. Plus, this unique offering can unleash a number of exclusive advantages just for your cause.
These include:
Building deeper connections with charitable-minded corporations.
Whereas a typical matching gift program may lead to a company contributing to hundreds or thousands of nonprofits, a one-off matching gift program is just between you and your corporate partner. Therefore, it provides enhanced opportunities for strengthening your relationship. You might even be able to turn it into a recurring program!
Widening your fundraising reach to encompass new supporters.
When promoted effectively, one-off matching gift programs have the potential to direct first-time donors to your organization. A company’s employees may otherwise never have been made aware of your cause. But when their employer highlights the giving opportunity, your nonprofit is at the forefront of their minds. You might even uncover some new, long-term supporters this way!
Elevating donor engagement with unique match opportunities.
Perhaps your one-off matching partner employs individuals who are already involved with your cause. You have the chance to further their engagement through the program, too! In fact, studies show that simply mentioning matching gifts in donation appeals results in more than a 71% increase in response rate and a 51% increase in average gift amount.
Best practices | Top tips for successful one-off matching programs
Want to take your organization’s unique matching gift program to the next level? Consider these smart tips and tricks to better engage your donors and your corporate partners.
1. Encourage your corporate partner to promote the program to employees.
A matching gift program is only as good as the employees who know about it. Uninformed team members, after all, are not going to take the steps required to initiate a matching gift if they’ve never been informed of the opportunity. Thus, they’re not sending additional corporate revenue your way.
One of the best things a company can do to drive corporate giving participation—and, as a result, get the most out of its program offerings—is to make its employees aware of the opportunity in the first place. From the nonprofit’s end, it’s a good idea to encourage proactive employee outreach in order to aid your partner in doing so.
And when the employer incorporates the program in its public-facing marketing efforts, the philanthropic efforts also go a long way in building the company’s reputation as a charitable and socially responsible institution. Your team can even help drive promotions by sending co-branded graphics, social sharing templates, sample communications, and more!
2. Market the opportunity to your audience.
Just like you expect your matching gift partner to promote your one-off program to their employees, you’ll want to market the opportunity to your nonprofit’s audience as well. Marketing efforts from your organization might include:
A social media post highlighting the program and recognizing your matching gift company for their generosity;
A blog post on your organization’s website sharing program information and how to get involved, if applicable;
Personalized outreach (phone calls, emails, letters, etc.) to existing and prospective donors who work for the company hosting the one-off match program;
Your matching gift search tool—loaded with your one-off matching gift program—embedded in your donation forms and confirmation screen;
Post-donation email reminders that encourage the company’s employees to complete the matching gift request process if they haven’t already.
The more information that gets out regarding the one-off matching gift opportunity, the better!
Remember also that by sharing co-marketing materials with your own network of support, you can help provide additional benefits to the matching gift company. When the employer recognizes significant value from the partnership, they’ll be more likely to offer corporate and workplace giving initiatives alongside your organization in the future.
3. Enable auto-submission functionality to streamline participation.
You want your donors to be able to take part in your matching program as easily as possible. One of the best ways to simplify participation is to implement Double the Donation’s auto-submission functionality—essentially removing obstacles within the submission process and driving more requests to completion.
Why does this matter? Unfortunately, custom matching gift programs can suffer from many of the same roadblocks that traditional programs face. And one of the most common hindrances is a lack of understanding surrounding the matching gift request process from the donor’s perspective.
With auto-submission enabled, however, eligible donors can complete their match submissions right from your donation forms with no redirects, separate logins, or paper forms required! All donors typically have to do is enter their corporate email address on your gift confirmation page. Then, voilà—Double the Donation handles the rest of the submission process using our standard request form behind the scenes.
Here’s what the request process can look like with auto-submission:
Step 1) An employee of your corporate matching company makes a donation on your organization’s website and enters the company name.
Step 2) The donor enters their email on the confirmation screen, authorizing Double the Donation to auto-submit their match request.
By incorporating this innovative functionality for your unique matching gift program, everybody benefits. This includes:
Your organization, which receives increased matching gift revenue and elevated donor engagement.
Your donors, who save time with one-click matching gift requests, enabling them to make the most of their nonprofit contributions without dedicating more time and resources.
Your corporate match partner, who sees maximal program usage, more satisfied employees, and a positive brand image.
And don’t forget about your mission beneficiaries, who receive more extensive and better-funded programs and services from your organization, too!
4. Pitch an annually recurring one-off or custom match program.
Most one-off matching gift programs are going to be organized as short-term campaign initiatives (for example, a company supporting a breast cancer research nonprofit during the month of October or an LGBTQ+ advocacy organization in June). However, that doesn’t mean that the partnership has to be a one-and-done experience!
Instead, pitching your one-off match as an annually recurring event is a great way to grow your relationship with a corporate donor and its employees for the long term. You can even position the initial campaign as a “trial run,” allowing both your organization and the company to fine-tune the program and ensure it aligns well with your shared goals and values over time.
Alternatively, your one-off matching gift efforts might inspire the corporate partner to dive in fully with matching gifts—rolling out an evergreen program in conjunction with a dedicated CSR platform to simplify ongoing management. Either way, your organization is able to benefit from the company’s philanthropy on an ongoing basis!
Helpful templates to streamline corporate outreach
Effective communications—with individual and corporate donors alike—are integral to successful one-off matching gift partnerships. But knowing how to ask a company to match donations can seem nerve-wracking!
If you’re not sure how to get started, check out these sample messages for various scenarios, and adjust the provided templates to reflect your own outreach strategy.
Template #1: Pitching One-Off Matching Gifts to a Company Without an Existing Matching Gift Program
One-off matching gifts are an easy way for companies to explore donation-matching for the first time. Use this template to propose such a program to a company that does not currently offer a matching gift program for its employees.
Subject: Will you support [nonprofit] with a one-off matching gift program?
Dear [HR or CSR department head],
I hope this email finds you well. I am writing on behalf of [nonprofit], an organization deeply committed to [mission or cause]. In the past year, we’ve been fortunate to receive support from donors who share our passion for creating positive change—and many of these generous individuals are employed by [company].
As a result, we wanted to reach out and see if [company] would be interested in implementing a one-off matching gift program as a way to encourage employee giving and grow your own social responsibility efforts. This special initiative allows your company to make a meaningful difference in the community by matching your employees’ donations to [nonprofit] during a designated campaign.
I would love the opportunity to discuss this further and explore how we can tailor a one-off matching gift program to align seamlessly with [company]’s values and objectives.
Template #2: Pitching One-Off Matching Gifts to a Company With an Existing Matching Gift Program
You can also implement a one-off matching gift program to elevate an existing matching gift company’s support for your organization. Use this template to pitch an above-and-beyond program to a company that already matches gifts but has room for improvement in its efforts.
Subject: Make [company]’s matching gifts to [nonprofit] go further with a one-off matching gift partnership!
Dear [HR or CSR department head],
I am reaching out on behalf of [nonprofit], expressing our most sincere appreciation for [company]’s ongoing support through its employee matching gift program. Your commitment to philanthropy has undoubtedly made a positive difference for [mission or program], and our generous donors love having the ability to double their impact on the cause.
As we continue to work towards our shared goals, I would like to present an exciting opportunity to enhance the impact of [company]’s giving. We would love to introduce a special one-off matching gift program in partnership with your company. Specifically, we are proposing a designated campaign that offers [increased donation maximums, matching gift ratios, types of eligible employees, etc.] as a way to grow your corporate giving and bring our fundraising to new heights.
I would be delighted to discuss this proposal further and explore how we can tailor the upgraded one-off matching gift program to align seamlessly with [company]’s objectives and abilities.
Template #3: Responding to a Company’s One-Off Matching Gift Program Interest
Once you launch a custom matching gift program interest page on your nonprofit’s website, you’ll likely receive submissions from interested corporate prospects. This template can help guide your responses as you enter important partnership conversations.
Subject: Thank you for your interest in supporting [nonprofit] with a one-off match program!
Dear [company] Team OR [point of contact specified in contact form],
I hope this message finds you well. On behalf of [nonprofit], I want to extend our heartfelt gratitude for your inquiry to support our cause through a one-off matching gift program. As you may know, our mission at [nonprofit] is to [mission or vision] by [project or program], [project or program], and [project or program].
As we embark on this journey together, it’s important to first clarify what the partnership would entail for each of our teams. Simply put, a one-off matching gift program is an employee giving initiative that benefits a specific nonprofit organization—in this case, ours! Through this program, your company agrees to match donations made by your staff members to our organization, effectively doubling the impact of their contributions on our cause.
To help kickstart the process of setting up a matching gift program, here are some recommended next steps to get our partnership off the ground:
▶ Specify the types of employees that qualify to participate in the matching gift initiative.
▶ Define the minimum and maximum matchable gifts per employee.
▶ Establish your matching gift ratio.
▶ Determine the program’s start and end dates.
▶ Develop a clear submission process for employees to follow. (We recommend Double the Donation’s auto-submission process, which we can implement from our end)
We’re also pleased to provide you with templates and other helpful resources that may aid in the development and promotion of the program to your employees. Once again, thank you for considering this partnership, and please reach out if you have any additional questions or are ready to move forward with the next steps.
Template #4: Empowering a Donor to Facilitate an Introduction to their Employer
A warm introduction from a donor who works for a prospective corporate partner goes a long way. It can help get your team’s foot in the door for one-off matching gift conversations and demonstrate value in terms of shared audiences for the company in question.
Use this sample message to initiate outreach with a supporter and encourage them to connect your team with their HR or CSR department!
Subject: Double your donation impact by connecting us with [company]!
[Donor],
On behalf of the [nonprofit] team, we wanted to express our sincere gratitude for your continuous support and the invaluable contributions you’ve made towards [mission or cause]. Recently, an avenue that has shown great potential is one-off matching gift programs, designed to amplify the impact of charitable donations by employees of forward-thinking companies.
We believe that your employer, [company], could play a pivotal role in strengthening our impact through such a one-off matching gift partnership. In order to aid us in our outreach, we kindly request your assistance in making a warm introduction to the appropriate contacts at the business. Your endorsement and personal connection would undoubtedly add weight to our proposal and highlight the positive social impact that can be achieved through corporate philanthropy.
We understand that your time is valuable, and any support you can provide in facilitating this introduction would be immensely appreciated. If you have any questions or if there’s additional information you may need, please feel free to reach out.
Template #5: Advocating for a One-Off Matching Gift Program [For Donors]
Your donors may be willing to champion your cause even further by pitching a matching gift program to their employers themselves. But your team can play a crucial role in encouraging such advocates in their endeavors! Share this helpful template to empower individual donors to advocate for matching gifts on your behalf.
Subject: Request for a corporate matching gift program
Hi [manager or HR representative name],
I am writing to request the addition of a “one-off” corporate matching gift program at [company] on behalf of [nonprofit].
If you weren’t aware, thousands of companies match employee donations as a way to support their staff and the nonprofit causes they contribute to. However, I understand the limitations in budget and resources that could hinder a company from participating. That’s why, in this case, I am requesting that [company] implement a specific program in which it matches donations to [nonprofit] for a limited time.
Companies that match gifts tend to see substantial advantages in terms of employee engagement and retention, opportunities to attract competitive candidates, improved brand image, and even increased sales. And on the employee’s end, team members love knowing that their employer is willing to contribute to their favorite causes.
If you’d like to take steps to establish a matching gift program for the company, Double the Donation has provided a detailed guide that walks corporate leaders through the process.
Thank you for your consideration,
[Your name]
[Job position]
[Contact information]
Looking for more templates and other resources? 360MatchPro users can locate additional materials under Settings → Manage Programs.
Not a 360MatchPro client yet? Click here to get a demo and see how our complete matching gift automation platform can
transform your fundraising efforts.
Bonus | “The Power of a One-Off Match” Case Study: LLS & Danaher
If you’re wondering what kind of impact a one-off matching gift program can have for your organization, check out this example of a successful partnership that resulted in a unique initiative engaging employee donors at new heights.
As you read, consider which elements of this strategy you can implement in your own team’s efforts.
“Danaher Corporation’s long-standing partnership with LLS enables the team to support active research projects and help patients afford treatments.”
—Danaher Corporation Annual Report
The Leukemia & Lymphoma Society (also known as LLS) is a key player in the fight against blood cancers, dedicating its mission to medical research, education, advocacy, and more. As one of the world’s largest peer-to-peer fundraising organizations, the LLS team has always been at the forefront of innovation to further its cause—including with a particularly well-established approach to corporate matching gifts. Ergo, LLS was also one of the first nonprofits to build a strategy targeting custom matching gift programs.
Armed with 360MatchPro’s automation tools since 2017, the Leukemia & Lymphoma Society has continued to develop its one-off matching gifts plan, providing corporate partners with customized resources to aid in program facilitation.
Meanwhile, Danaher Corporation, which comprises some of the world’s most groundbreaking science and technology companies, expresses a forward-looking mission of “making things better for our customers, our company, and the world.” Its focus on diagnostics, life sciences, and biotechnology—in addition to its desire to support organizations working to advance healthcare innovation—makes its decades-long partnership with LLS a natural fit.
According to a 2023 sustainability report, commitment to continuous improvement is at the heart of everything Danaher Corporation does. That’s why, in 2022 alone, the company invested more than $1.7 billion into research that funded breakthrough cancer diagnostics, innovative bioprocessing, gene sequencing, and more.
When the Danaher Corporation team sought new and innovative ways to give back to its community and increasingly engage its workforce in philanthropy, the company settled on a one-off matching gift initiative. After establishing the program, Danaher employees were invited to support LLS through an upcoming fundraising event, Light the Night. With an employee count of over 70,000, the company got on board to give back to their communities in a substantial way.
The result? In offering a one-off matching gift program in partnership with LLS, Danaher Corporation was able to increase its total giving by more than 150%, surpassing its initial fundraising goal and elevating its impact greatly.
And in the end, the company continued to grow its matching gift initiatives! Facilitated through the company-sponsored Danaher Foundation, the team continues to demonstrate a holistic and ongoing approach to corporate giving. In addition to taking its matching gift program global, Danaher also reports plans to venture into skills-based volunteerism, nonprofit board service support, and Volunteer Time Off (VTO).
Sourcing a one-off matching gift program may be one of the best ways to set your organization apart. In addition to the matching gifts ultimately paid out through the program, a one-off match will enable you to grow mutually advantageous corporate relationships that last long beyond the matching gift period itself.
And you don’t want to overlook the benefits to individual supporter engagement, either. An employer-sponsored one-off match program empowers existing donors to stretch their support even further for your cause. Not to mention, it funnels new, first-time donors to your cause in the first place!
Luckily, with the right tips, tricks, and tools, getting started has never been easier.
Interested in learning more about matching gift programs and best practices for elevating corporate fundraising at your organization? Check out our recommended resources:
How to Identify Corporate Partners
Matching gifts aren’t the only type of corporate giving program available! Find out how to identify top corporate sponsorships and potential one-off matching gift companies with this guide.
New auto-submission streamlines the matching gift process for one-off and general corporate programming. Dive deep into this innovative functionality and the providers that support it.
Thousands of companies match employee donations, but these programs stand out. Browse this list of particularly impactful matching gift companies from Double the Donation.
https://doublethedonation.com/wp-content/uploads/2023/10/What-to-Know-About-One-Off-Matching-Gift-Programs.png7201920Adam Weingerhttps://doublethedonation.com/wp-content/uploads/2022/03/logo-dtd.svgAdam Weinger2024-01-19 05:00:532024-05-08 16:04:25One-Off Matching Gift Programs | What to Know For Your Org
When the Danaher Corporation team sought new and innovative ways to give back to its community and increasingly engage its workforce in philanthropy, the company settled on a one-off matching gift initiative. After establishing the program, Danaher employees were invited to support LLS through an upcoming fundraising event, Light the Night. With an employee count of over 70,000, the company got on board to give back to their communities in a substantial way.
