Fundraising Ideas Archives - Double the Donation

How to Get Sponsors for an Event: A Fundraiser’s Guide

December 12, 2024/in Learning Center, Fundraising Ideas, Corporate Sponsorships /by Adam Weinger

Hosting a successful fundraising event requires more than a great cause—it takes resources, creativity, and the support of dedicated partners. Sponsorships can make all the difference, providing the financial backing, in-kind donations, or promotional boosts needed to elevate your event and achieve your goals. But do you know how to get sponsors for an event to support your efforts?

Whether you’re organizing a gala dinner, a charity run, or a virtual fundraiser, securing sponsorships requires a strategic approach. In this guide, we’ll walk you through practical steps to identify potential sponsors, create compelling proposals, and build lasting relationships with corporate and community partners. By the end, you’ll have the tools to transform your event into a mutually beneficial collaboration that inspires support and drives impact.

Here’s what we’ll cover:

Understanding your event’s value
Using your data to identify prospective sponsors
Researching other potential companies
Crafting an irresistible sponsorship proposal
Making the sponsorship pitch
Building relationships and following up
Tracking and reporting on event outcomes

Before diving into the tangible steps you can take to secure sponsors for your next event, let’s take a look at the types of sponsorships you might be interested in.

Types of event sponsorships

Event sponsorships are not a one-size-fits-all opportunity. There are numerous ways for companies to support nonprofit events, and these include:

Financial sponsorships ⁠— Financial sponsorships involve direct monetary contributions from sponsors to support the nonprofit’s event in exchange for recognition, branding opportunities, or other benefits. These efforts provide funds to cover event expenses like venue costs, equipment, or marketing and are typically tied to tiered sponsorship levels (e.g., Gold, Silver, Bronze) with corresponding benefits.
In-kind sponsorships ⁠— In-kind sponsorships are non-monetary contributions of goods or services that offset the costs of hosting an event. Common donations include food, beverages, printing services, or technology, with an overarching goal of reducing operational expenses and allowing the nonprofit to allocate more event funds toward its mission.
Media sponsorships ⁠— Media sponsorships involve partnerships with media outlets, such as newspapers, radio stations, TV channels, or online platforms, to promote the nonprofit’s event. Within this structure, sponsors provide free or discounted advertising space, editorial coverage, or airtime, helping amplify awareness and increase attendance or donations.
Employee giving sponsorships ⁠— Employee giving sponsorships involve companies encouraging their employees to participate in fundraising efforts, often by promoting workplace giving programs or matching donations made during the event. This may include direct financial contributions, matching gifts, or team volunteerism during the event, increasing the nonprofit’s reach by tapping into the company’s workforce.

By offering a variety of sponsorship options, your organization can appeal to different types of businesses and align their interests with your event’s mission. After all, customizing these opportunities ensures a mutually beneficial partnership that drives success for both your fundraiser and your sponsors.

Understanding your event’s value

Before approaching potential sponsors, it’s crucial that you identify and articulate the unique value your event offers. Specifically, be sure you can answer the following questions:

What sets your fundraiser apart? Why should a company sponsor your event rather than another?
What benefits do you have to offer prospective sponsors? Consider branding opportunities, audience engagement, and alignment with the sponsor’s goals.
Who is your target audience? What demographics will the sponsor gain access to by partnering with your event?
How will the sponsor’s involvement be highlighted? Can you offer visibility through social media, event signage, or program materials?
What is the potential reach of your event? How many attendees, media impressions, or online views can the sponsor expect?
How does your nonprofit’s mission align with the sponsor’s values? What shared goals or community impacts can you emphasize?
What tangible outcomes can you deliver? How will you measure and report the success of the sponsorship?

Sponsors are looking for partnerships that deliver measurable results, so focus on showcasing opportunities like brand exposure, community goodwill, and direct engagement with their intended audience.

After all, a clear understanding of your event’s value is the foundation for crafting compelling sponsorship pitches.

Using your data to identify prospective sponsors

Your organization’s existing data is a treasure trove for identifying potential sponsors. Start by analyzing past event records, donor databases, and community connections to uncover businesses or individuals with a history of supporting similar causes. By leveraging your data, you can create a targeted list of prospects who are most likely to get involved with your event.

For example, employee connections can be a powerful tool in securing event sponsors. Look at the employment data within your supporter base to identify individuals working for companies with corporate giving programs or sponsorship initiatives. If your supporters have strong ties to a business, they can act as advocates to introduce your nonprofit and highlight the benefits of sponsorship. This insider advantage can help your pitch gain traction and lead to meaningful partnerships being developed.

Fun fact: Double the Donation’s Top Companies report makes it easy for platform users to identify the best potential sponsors in their networks.

Not a Double the Donation user yet? Click here to get a demo.

Researching other potential companies

Beyond your immediate network, research businesses that align with your nonprofit’s mission and values. Pay attention to companies that are already engaged in philanthropic activities or have expressed interest in corporate social responsibility.

Explore local businesses, larger corporations, or industry leaders with a track record of supporting community events like yours. Look closely for companies whose products or services resonate with your event’s audience. After all, a thoughtful approach to researching potential sponsors ensures your pitch is relevant, increasing the likelihood of a positive response.

Not to mention, many companies (including industry leaders like Best Buy, Verizon, Cisco, Disney, and more) implement open applications for donation requests, making it easy to solicit a sponsorship opportunity.

Crafting an irresistible sponsorship proposal

Your sponsorship proposal is your chance to make a strong impression. For the best results, tailor each proposal to the specific sponsor, highlighting how the partnership will benefit their brand.

As you do so, here are a few best practices to consider:

Include details about the event, audience demographics, sponsorship opportunities, and measurable outcomes, such as expected attendance or media reach.
Be creative—offer customized packages that align with the sponsor’s goals, such as exclusive branding rights, product placements, or VIP experiences.
Include visuals and mockups! Add examples of how the sponsor’s logo will appear on event materials, signage, or social media posts to demonstrate the value the partnership would bring.

A well-crafted proposal positions your nonprofit as a strategic partner⁠—rather than just another organization asking for funds.

Making the sponsorship pitch

When it’s time to make the pitch, confidence and preparation are key. Reach out to decision-makers directly, whether through an email, a phone call, or an in-person meeting. Use the opportunity to tell a compelling story about your nonprofit’s mission, the event’s purpose, and the impact the sponsor can have. Plus, you’ll want to include an easy call to action, outlining how sponsors can commit by providing a simple contact method and a clear next step, like scheduling a follow-up meeting.

Then, be ready to address questions and offer examples of how similar sponsorships have delivered results.

Building relationships and following up

Securing sponsorships is about more than just a single event—in fact, it should be about cultivating long-term relationships. After your initial pitch, follow up promptly and provide additional information or updates as needed. For the best results, you’ll want to be responsive and open to collaboration, adjusting your proposal to meet the partner’s needs. You can even suggest ongoing sponsorship opportunities beyond the event, such as annual campaigns or recurring programs.

Even if a potential sponsor declines, maintaining a positive relationship can lead to future opportunities. Therefore, it’s important to show appreciation for their time and interest, regardless of the outcome of your request.

Tracking and reporting on event outcomes

Once your event concludes, track its performance and share results with your sponsors. This step demonstrates the value of their investment and strengthens your partnership for future events.

Provide a detailed report with metrics such as…

Attendance numbers
Media coverage
Audience engagement
Total funds raised
Mission impact made possible
And more!

Remember to include photos, testimonials, and any branding exposure the sponsor received. By delivering thorough and transparent reporting, you show your nonprofit’s professionalism and commitment to mutual success.

Next steps & additional resources

Securing sponsors for your fundraising event is both an art and a science. By researching prospects, tailoring your outreach, and showcasing the value of a partnership, you can create meaningful connections that go beyond a single event. Remember, sponsorships aren’t just about funding—they’re about building relationships that can sustain your mission long into the future.

As you implement the strategies outlined in this guide, keep the focus on aligning your organization’s goals with your sponsors’ values. With preparation, persistence, and a clear vision, you’ll position your event as an opportunity sponsors can’t afford to miss. Together, you’ll create a memorable event that furthers your cause and strengthens your network of support.

Good luck!

Ready to learn more about corporate giving opportunities to benefit your cause? Check out these additional resources:

Corporate Sponsors: 65+ Companies That Donate to Nonprofits. Get a headstart on your sponsorship outreach with this list of companies known for charitable giving.
How to Identify Corporate Partnerships [With Double the Donation]. Find out how your matching gift software can help uncover the best opportunities for corporate partnerships here.
The Complete Guide to Developing a Workplace Giving Plan. Workplace giving can supercharge your next event! Uncover the best tips and tricks to make the most of workplace giving sponsorships and more.

Matching Gift Content Calendar: Marketing Through the Year

November 22, 2024/in About Double the Donation, Learning Center, Marketing Strategies, Fundraising Ideas, Donor communications /by Adam Weinger

Incorporating matching gifts into your nonprofit’s marketing strategy can unlock significant fundraising potential year-round. However, timing is everything when it comes to making a matching gift impact. By aligning your campaigns with key dates, seasons, and donor behaviors, you can ensure your message resonates at just the right moments. And lucky for you, a matching gift content calendar can help you stay organized, intentional, and proactive in promoting these valuable opportunities.

That’s why, in this blog post, we provide a year-round guide to crafting a strategic matching gift marketing calendar. This includes key promotional opportunities, such as:

Start-of-year follow-ups
Matching Gift Month
Match Madness
Spring matching gift reminders
Summer matching gift reminders
Fall matching gift reminders
End-of-year matching gift follow-ups
Giving Tuesday matching gift outreach
Bonus: Affinity day/week/month messaging

From New Year’s resolutions to year-end giving, we’ll explore how to integrate matching gifts into your outreach efforts, ensuring your nonprofit maximizes donor participation and doubles impact throughout the year.

Let’s get started⁠—at the beginning!

Start-of-year follow-ups

When: January

The beginning of the year is a golden opportunity to follow up with donors from the previous year, especially those who contributed during the busy holiday giving season. Many donors may not have submitted their matching gift requests yet, and corporate deadlines for these submissions often fall early in the year.

(Fun fact: Companies like Best Buy, A&E Television Networks, H&R Block, Home Depot, and Fifth Third Bank have established matching gift deadlines the following year after a gift is made, allowing for a few-month grace period.)

By encouraging donors to act promptly at the start of the new year, nonprofits can tap into unclaimed matching gift revenue while it’s still accessible.

Here’s an example social media post you can use to get started:

To make the most of this opportunity, nonprofits should send personalized emails to donors who gave in the last year. For the best results, these messages should include clear instructions for submitting matching gift requests and provide links to tools that simplify the process. Highlighting the additional impact their match could create—such as doubling the number of meals provided or trees planted—can also inspire action.

Matching Gift Month

When: February

February is recognized as Matching Gift Month, which offers a perfect platform to amplify awareness of corporate matching programs. This dedicated month gives organizations an opportunity to focus their messaging on educating donors and building momentum around matching gift opportunities.

Many donors remain unaware of their employers’ programs, making this an ideal time to bridge that knowledge gap.

Here’s an example email header you can use to get started:

To leverage Matching Gift Month effectively, nonprofits can host educational initiatives like webinars or Q&A sessions to demystify the matching gift process. Sharing success stories and testimonials from past matches can also inspire donors by showing the tangible results of their contributions. Meanwhile, creative campaigns using themed hashtags, such as #MatchingGiftMonth, can expand reach on social media and encourage sharing among supporters.

Match Madness

When: March

March is synonymous with the excitement of college basketball’s March Madness, and nonprofits can use this energy to create their own “Match Madness” campaigns. These themed initiatives add a sense of urgency and fun to matching gift outreach, appealing to donors’ competitive spirits and encouraging them to take action.

Here’s an example social post you can use to get started:

An effective Match Madness campaign involves setting a fundraising goal and tracking progress in real time, creating a dynamic and engaging experience for supporters.

Not to mention, borrowing sports-inspired messaging and graphics can make the campaign visually appealing and memorable.

Spring matching gift reminders

When: April-May

Spring is a season of renewal⁠—and an excellent time to remind donors about matching gift opportunities. Donors may still be eligible to submit matching gift requests for contributions made in the previous year, and you’ll likely have received a good amount of new-year gifts, too. This makes spring an ideal period to encourage matching gift follow-through.

Here’s an example social post you can use to get started:

To capitalize on this season, nonprofits should send bright, cheerful reminders to donors, encouraging them to “spring into action” and double their impact.

Plus, newsletters and event follow-ups can be great places to incorporate matching gift messaging. Collaborating with companies to host spring workplace giving or volunteer events can further engage donors and employers in the matching gift process, too!

Summer matching gift reminders

When: June-August

Summer may be a slower season for fundraising, but it offers an opportunity to maintain donor engagement when they may have more downtime.

Reminders sent during the summer months can keep matching gifts at the top of mind and ensure nonprofits remain part of their supporters’ giving priorities.

Here’s an example social post you can use to get started:

Summer campaigns can stand out by incorporating fun, vacation-themed messaging, such as “Make a splash this summer by doubling your gift!”

Multi-channel outreach, including social media posts, postcards, and emails, can effectively engage donors who may not be checking traditional communication channels as frequently during this period.

Fall matching gift reminders

When: September-October

As the year transitions into fall, donors begin preparing for year-end giving. This makes it an ideal time to educate them about matching gifts and how they can get involved.

Here’s an example social post you can use to get started:

Nonprofits can maximize this opportunity by hosting donor appreciation events that include discussions about matching gifts. These events, whether virtual or in-person, provide a platform to educate donors while thanking them for their support.

End-of-year matching gift follow-ups

When: November-December

The end-of-year giving season is a critical time for nonprofits, and matching gift follow-ups can significantly boost revenue during this period. Many donors give generously in December, making it essential to remind them to submit matching gift requests while the contributions are still fresh in their minds.

As the year comes to a close, time-sensitive reminders should emphasize submission deadlines and the potential for doubled impact of their gift.

(Fun fact: Companies like UnitedHealth Group, CVS Health, 3M, AAA, and Subway all have enacted end-of-year matching gift deadlines, adding a layer of urgency to year-end submission reminders.)

Here’s an example email header you can use to get started:

Nonprofits can also highlight the tax benefits of year-end giving and matching gifts, providing donors with an extra incentive to take action.

Giving Tuesday matching gift outreach

When: Giving Tuesday and Matching Wednesday

Giving Tuesday is a global day of generosity⁠—and one of the most important days for nonprofit fundraising. Pairing matching gifts with Giving Tuesday outreach is a powerful way to encourage donors to maximize their impact. Not to mention, the day following Giving Tuesday has been dubbed Matching Wednesday, a powerful opportunity to get the previous day’s gifts matched while momentum is high.

Here’s an example email header you can use to get started:

Nonprofits can promote matching gifts through Giving Tuesday (and Matching Wednesday) emails, social media posts, and campaign landing pages. Meanwhile, real-time impact updates and countdowns can establish a sense of urgency and excitement, driving donors to act.

Partnering with corporate sponsors to offer special (or one-off) matches on this day can further amplify results, inspiring supporters to give and share the campaign with their networks.

Bonus: Affinity day/week/month messaging

When: Your organization’s affinity day, week, or month

Affinity days, weeks, or months, such as Earth Day or Pride Month, provide nonprofits with a unique opportunity to align matching gift messaging with causes that resonate deeply with their donors. These special occasions create a natural connection between corporate giving and a specific mission, inspiring supporters to participate.

To make the most of these opportunities, nonprofits should tailor their messaging to the themes of the event. For example, during Earth Day, a nonprofit focused on environmental causes could highlight how matching gifts double the number of trees planted or acres of land restored.

Meanwhile, partnering with corporate sponsors that share the same values can also increase visibility and participation in matching gift programs.

Wrapping up & additional resources

A well-executed matching gift content calendar empowers your nonprofit to stay ahead of the curve. This allows organizations to make the most of every opportunity to promote corporate matching programs. Start planning your matching gift content strategy today, and watch as your nonprofit’s impact grows month by month.

Remember, each reminder, campaign, or social media post is a chance to connect donors with the power of doubling their contributions—and fueling your mission more.

Interested in learning more about matching gift strategies? Check out these recommended resources to continue growing your knowledge:

The Ultimate Guide to Marketing Matching Gifts. Take a deep dive into everything you need to know about marketing matching gifts. This comprehensive guide covers strategies for promoting matching gift opportunities through email, social media, direct mail, and more.
How to Get Matching Gifts Trending at Your Organization. Looking to boost matching gift awareness within your nonprofit? Learn to engage staff, educate donors, and leverage technology to create a culture of matching gifts that drive long-term results. Get the guide to learn how!
Top 20+ Matching Gift Companies: Leaders in Corporate Giving. Discover the companies setting the standard in corporate philanthropy. This resource highlights over 20 top employers with generous matching gift programs, including program details, eligibility requirements, and key insights.

Match Like Megan: Driving Matching Gifts with Social Proof

November 22, 2024/in Fundraising Ideas, Donor communications, Marketing Strategies, Learning Center /by Adam Weinger

In the world of fundraising, one of the most effective yet underutilized tools for maximizing donations is the power of social proof. People tend to follow the lead of others, especially when making decisions about giving. That’s why showcasing existing support through matching gifts with social proof can be a game-changer for nonprofits like yours.

In this post, we’ll explore how organizations can encourage donors to take advantage of matching gift programs, demonstrating how social proof can turn a single matching gift into a chain reaction of doubled giving.

Specifically, we’ll cover:

What is social proof?
How to increase matching gifts with social proof
Case study: Phillips Exeter Academy’s Match Like Megan

Ready to see how your team can benefit from matching gifts with social proof and more? Let’s get started with the basics.

What is social proof?

According to Sprout Social,

Social proof is the psychological concept that people are influenced in their decision-making by others, compelling them to act within societal norms or expectations. In the context of marketing, social proof provides evidence of the popularity or usability of a brand among consumers to influence the purchase decisions of prospective and returning customers.

In other words, social proof is the idea that people are more likely to make choices or take actions when they see others doing the same.

In terms of fundraising, it means supporters (prospective and existing ones alike) are increasingly inclined to get involved when their peers are doing so, too. This can take a lot of forms, from giving to participating in matching gifts and beyond. And it’s beneficial for fundraising organizations, as social proof can help build trust and momentum around their causes.

How to increase matching gifts with social proof

For many donors, matching gifts are a completely new concept. In fact, research shows that despite 26 million individuals working for companies with matching gift programs, an astounding 78% have no idea that they’re eligible.

The solution? Marketing matching gifts to your audience. And for the best results, incorporating social proof throughout your efforts can go a long way. Lucky for you, there are quite a few ways that your team can do so. These include:

Sourcing matching gift facts & figures

It’s hard to argue with facts. That’s why matching gift statistics⁠ (whether industry-wide or within your organization⁠) can be a valuable tool in establishing social proof. After all, accurate and relevant facts and figures about matching gifts⁠—and your supporters’ behavior regarding the programs⁠—can be crucial for communicating the benefits of these programs to donors and other existing stakeholders.

Example:

More than 580 donors have had their gifts matched to our organization in the last year. That’s a lot of support!

How to Get Started:

Check your 360MatchPro dashboard and reporting module to uncover valuable insights you can use to demonstrate matching gift impact.

Not a 360MatchPro user yet? Click here to get a personalized demo and see how your organization will benefit from our tools⁠—including tracking and reporting on donor involvement!

Promoting matching gift donor testimonials

Often, there’s nothing more powerful than hearing a story in a donor’s own words⁠. For supporters considering matching gifts, hearing about the experience from a peer who has successfully completed the process can go a long way. After all, promoting matching gift donor testimonials is an effective strategy to enhance awareness, encourage participation, and build trust in your organization’s matching gift programs.

For an added personal flair, aim to include photos or videos of the donor whose testimonial you share!

Example:

Meet Sarah. Sarah is a generous donor to our organization, and she recently took the extra step to have her already significant gift doubled for our cause. Here’s what Sarah has to say: “I loved having the opportunity to double my impact on my favorite organization while getting my employer involved in the causes I care about. The whole process was quick and easy, too!”

How to Get Started:

In 360MatchPro, first, navigate to the “Donations” tab. From there, filter the statuses to include those marked as “Match Complete” to identify your best prospects for matching gift testimonials. Then, reach out to your list of supporters to solicit feedback and collect testimonials from those interested in sharing their experiences.

Not a 360MatchPro user? Sift through your existing data in your CRM to manually uncover potential testimonial providers. Just make sure you’re contacting individuals who have successfully completed a match in the past!

Encouraging social sharing of matching gift content

When your organization posts something on its social media pages, it’s likely able to reach your network of supporters. If you’d like to extend your reach to new audiences, however, social sharing can be the key. All it takes is getting your existing supporters to interact with and share (or re-post) the content you publish on your social channels.

Encouraging social sharing of matching gift content is an effective strategy to amplify awareness, drive participation, and leverage social proof in fundraising efforts. When supporters share information about matching gifts on social media or within their networks, it not only broadens your outreach but also reinforces the message that matching gifts are a valuable part of giving.

Example:

Over 65% of Fortune 500 companies match employee donations. Share this post with a colleague or peer to encourage them to check if their employer matches, too!

How to Get Started:

Create and share eye-catching graphics, visuals, or video content that quickly and easily explains the basics of matching gifts. You can even provide supporters (or advocates) with pre-written messages they can use when sharing, making it even easier for them to promote your cause⁠—and the matching opportunity⁠—to their own audiences.

P.S. Double the Donation provides free, customizable Canva templates that users can access from within their 360MatchPro accounts. Just head to the “Resources” and select “Marketing Assets!”

Incorporating matching in peer-to-peer fundraising

Incorporating matching gifts into peer-to-peer fundraising is an impactful way to drive increased donations through social proof. When donors see others matching contributions within peer fundraising campaigns, it reinforces the idea that matching is a standard part of giving, encouraging additional supporters to look into matching opportunities through their own employers.

Example:

Thanks for giving to our peer-to-peer fundraising campaign! Did you know your gift can have twice the impact on our cause with a match? Contact your fundraiser to learn more about the benefits of matching gifts and how you can get involved.

How to Get Started:

Equip your peer-to-peer fundraisers with matching gift resources so that they’re well-prepared to promote the opportunity to their donors. This can include email and social media graphics (such as those provided by Double the Donation), templated messages, and more.

From there, it’s crucial to have a matching gift search tool embedded in your peer-to-peer giving forms, too, so all donors can interact with the widget.

Highlighting matching companies supporting your efforts

Many donors remain unaware that their employers offer matching gifts. By highlighting companies with matching gift programs (particularly those that are actively supporting your mission), you educate donors on the availability of these benefits⁠—and encourage them to explore their own employer’s matching options.

Meanwhile, recognizing companies that support matching gifts demonstrates how accessible and straightforward the process can be. Seeing well-known companies participate reinforces that matching gifts are widely available and beneficial to both employees and nonprofits.

Example:

This year, companies like Home Depot, Apple, State Farm, Verizon, Bank of America, and more are supporting our organization through matching gifts. And that’s thanks to generous donors like you who work for these employers!

How to Get Started:

Check out the “Top Companies” report within 360MatchPro to access insights about the companies most highly represented in your donor base. Then, spotlight those leading employers on your dedicated Match Page along with other matching gift materials!

Implementing public recognition for matching gifts

Implementing public recognition for matching gifts is a strategic way to harness the power of social proof and encourage more donors to participate in the programs. Publicly recognizing donors who engage in matching gifts signals to others that matching gifts are valued, achievable, and impactful, often resulting in similar action.

This not only celebrates donors but also educates prospects about matching gifts, showcasing that they are a common, achievable, and powerful way to increase impact.

Example:

We want to give a big shoutout to a donor who has gone above and beyond for our mission: John Doe! John recently contributed a generous amount that was then doubled by his employer through a matching gift program.

How to Get Started:

Implement a strategy for tracking matching gifts to completion. We recommend having donors indicate when they’ve submitted a match, such as with a built-in button within 360MatchPro’s email streams. This way, your team can be prepared to reconcile the records in your system when the match ultimately arrives.

Then, take to social media, email newsletters, donor walls, or other recognition channels to highlight your completed matches!

Case study: Phillips Exeter Academy’s Match Like Megan

About the Organization

Phillips Exeter Academy, commonly known as Exeter, is a prestigious, private co-educational boarding school in Exeter, New Hampshire. Known for its rigorous academic programs, Exeter has a distinguished history of preparing its students for success in higher education and beyond.

Uncovering the Matching Gift Need

Recently, the school’s development team was tasked with doubling its annual fundraising revenue in order to better support its academic and other programming. As part of determining how to do so, the team ultimately decided to revitalize its corporate matching gift efforts, as they realized they were not fulfilling their matching gift potential as-is.

When the director located the school’s matching gift software, the team began to play around with it, looking to identify new ways to bring matching gifts to the forefront of their fundraising strategy. And what they came up with was Match Like Megan.

About the Campaign

Match Like Megan was born from a single matching gift donor, Megan, who gave generously to her alma mater. From there, she also got her gift matched by her employer (Macy’s), doubling her impact and bringing her total annual giving to the next society level.

As a result, the Exeter team decided to launch an initiative around the idea that just about anyone can “Match Like Megan.” This came following a number of other alliteration-style campaigns, including Donate Like Dave and Lead Like Lawrence. The school then spotlighted Megan’s matching gift participation across its marketing and educational efforts, including social media posts, email campaigns, and more.

When supporters see how easy it is for someone like Megan to get her gift matched for her school, they’re more likely to take the steps themselves to do so. Hence, the concept of social proof.

Wrapping Up & Additional Resources

When it comes to amplifying support for your cause through matching gifts, social proof is a powerful catalyst. The “Match Like Megan” campaign shows that leveraging real-life examples of matching gift donors can drive others to join in, boosting overall participation and revenue.

By placing a spotlight on your own donors, your organization not only strengthens relationships with existing supporters but also cultivates a giving culture that feels accessible, inspiring, and community-driven. As more donors participate in matching gifts, their impact grows exponentially, creating a lasting influence on your mission.

Let social proof be the spark that fuels your matching gift success—and watch your community rally around your cause, one match at a time.

Ready to learn more about innovative matching gift tactics your team can adopt for big results? Check out the following resources:

A Look at Save the Children’s Winning Matching Gift Strategy. See how Save the Children refreshed its match page and implemented a text campaign to drive awareness of matching gifts. Learn more here!
How ACS Doubled More Donations with Matching Gifts. The American Cancer Society took a smart approach to marketing matching gifts⁠—starting with its internal fundraising team. Dive into the blog post to learn more.
Grow Fundraising Revenue: Access 360MatchPro Case Studies. Access 30+ inspirational case studies to explore how leading organizations are driving matching gifts with social proof and more.

Matching Wednesday: Drive Matching Gifts Post #GivingTuesday

November 7, 2024/in Learning Center, About Double the Donation, Fundraising Ideas, News, Donor communications /by Adam Weinger

After the whirlwind of #GivingTuesday, many nonprofits find themselves wondering how to maintain the momentum of generosity⁠—and make the most of corporate matching gifts in their efforts. While donations tend to surge on Giving Tuesday, organizations can amplify their impact by making the following day just as powerful. And that’s why we’re introducing the idea of Matching Wednesday.

By strategically focusing on matching gifts the day after Giving Tuesday, nonprofits like yours can create an additional wave of support that builds on the previous day’s success.

In this guide, we’ll share everything you need to know to get started with this unique and impactful campaign idea. This includes:

What is Matching Wednesday?
Following Up With #GivingTuesday Donors
Engaging Supporters Who Gave Earlier in the Year
Best Practices for Matching Wednesday Success
6 Sample #MatchingWednesday Promotions

Matching Wednesday can help nonprofits capitalize on donors’ enthusiasm, encourage more employees to seek corporate matches, and double (or even triple) the support for their causes.

Ready to find out how? Let’s get started with the basics.

What is Matching Wednesday?

Matching Wednesday is a strategic fundraising initiative in which nonprofits can participate immediately following #GivingTuesday.

While Giving Tuesday sparks a boost in donations from individuals eager to support their favorite causes, Matching Wednesday aims to keep this momentum going by encouraging donors to double (or even triple) the impact of their contributions through corporate matching gift programs.

Here’s how it works: on Matching Wednesday, nonprofits reach out to donors who gave on Giving Tuesday (or even before) and remind them to submit their gifts for matching through their employers. They can also highlight matching gift opportunities to new donors, underscoring the added impact their support can have.

The idea behind Matching Wednesday is simple yet powerful⁠—leveraging the enthusiasm generated on Giving Tuesday to unlock even more funding for the cause. By making matching gifts easy and front-of-mind, nonprofits can turn a single day of generosity into an extended period of amplified giving, helping them reach their goals and maximize their mission impact.

Following Up With #GivingTuesday Donors

Giving Tuesday sees some of the highest rates of charitable giving each year. In 2023, 34 million adults in the U.S. alone participated in Giving Tuesday festivities, contributing a total of more than $3.1 billion. And while a lot of those gifts were matched by donors’ employers, the truth is that a lot of matchable gifts went unclaimed. And that’s where Matching Wednesday steps in!

Following up with Giving Tuesday donors come Matching Wednesday is essential to capture the full potential of corporate matching gifts. Many donors may not realize that their contributions can be matched by their employers, effectively doubling or even tripling their impact on the cause. But when they do know, they’ll be eager to get involved.

Here are a few things your team can do to engage these donors and make the most of Matching Wednesday:

1. Send a Personalized Matching Gift Reminder Follow-Up.

The day after Giving Tuesday, send a follow-up message reminding donors who gave about the chance to make an even bigger difference with a matching gift.

Start with a heartfelt thank-you for their Giving Tuesday support, expressing gratitude for their contribution and sharing the impact it will make. Then, (re)introduce the concept of matching gifts, highlighting that many employers will match their donations at no additional cost to them. This gentle reminder can spark interest and motivate donors to check if their employer participates in a matching gift program.

2. Educate Donors About the Ease and Benefits of Matching Gifts.

Many donors may be unfamiliar with how matching gifts work. Use Matching Wednesday as an opportunity to educate them on the process. Provide clear, easy-to-follow, and company-specific instructions on how they can request a matching gift from their employer, and offer assistance for any questions or concerns donors might have about matching gift submissions.

3. Establish a Sense of Doubled Impact.

Use Matching Wednesday to create a sense of amplified donation impact by highlighting how beneficial matched gifts can be. Let donors know how their contributions, when doubled, can address specific needs, such as providing additional meals, funding critical programs, or expanding highly demanded services. This approach makes the matching gift feel like an extension of their Giving Tuesday contribution, deepening their connection to your cause.

Engaging Supporters Who Gave Earlier in the Year

While the idea is centered around the better-known global giving day, it’s important to note that Matching Wednesday doesn’t have to be exclusive to Giving Tuesday donors, either. In fact, it’s also an ideal time to engage supporters who donated earlier in the year but, as far as you know, haven’t submitted their gifts for matching.

By reaching out with a timely reminder to submit their matches, nonprofits can turn previous contributions into a new wave of support on Matching Wednesday.

Here’s how to maximize engagement with these past donors:

1. Segment and Personalize Your Outreach.

Identify donors who gave earlier in the year but may not have submitted their gifts for matching. Send a personalized email acknowledging their previous support and sharing how impactful it would be if they submitted their gift for a match⁠—and how Matching Wednesday is the perfect time to do it. After all, a tailored message makes supporters feel valued and motivates them to take the extra step, knowing that their contributions are still on the nonprofit’s radar.

2. Create a “Last Call for Matching Gifts” Campaign.

Use Matching Wednesday as a final push for matching gift submissions, presenting it as a time-sensitive opportunity. Explain that this is a last chance to double or triple their support this year, especially for those who might have forgotten or overlooked the option earlier. A sense of urgency can inspire action, as donors may be more likely to submit a match if they know it’s the final opportunity for the year. Many companies establish year-end request deadlines, too, meaning time is of the essence.

3. Provide a Simple, Step-by-Step Guide for Matching Gifts.

Many supporters might hesitate to submit their gifts for matching due to uncertainty around the process. Include a quick guide in your Matching Wednesday email to help simplify it. A “Check Your Eligibility” button leading to a matching gift search tool can be particularly effective, allowing donors to quickly confirm if their company offers matching and access any necessary forms.

Re-engaging past supporters for Matching Wednesday allows nonprofits to revive donations from throughout the year and turn them into even greater impact. This last-call reminder serves as an easy and effective way to connect with donors, ensuring their gifts stretch further and help end the year on a high note for the cause.

Best Practices for Matching Wednesday Success

To maximize the impact of Matching Wednesday, nonprofits can implement several best practices to ensure their outreach is compelling and effective. From targeted follow-ups to clear messaging, here are strategies that can help nonprofits make the most of this post-Giving Tuesday initiative:

Mention matching gifts leading up to and on Giving Tuesday, too.

Matching Wednesday is all about matching gifts. But it shouldn’t be the first time your audience hears about the opportunity. In fact, it’s best to begin highlighting matching gifts alongside Giving Tuesday promotions leading up to and on the big day.

By promoting matching gift opportunities early and often, nonprofits can begin building familiarity with the programs. This can substantially boost the day’s revenue, motivating more donors to give⁠—and encouraging them to make their contributions go further when the time comes.

Not to mention, knowing that their donation could be matched can even inspire donors to contribute in larger amounts. Matching gifts allows donors to double or triple their contributions, which is a compelling reason to increase their initial support. Research shows that fundraising appeals⁠—such as those for Giving Tuesday⁠—see a 71% increase in response rate and a 51% increase in average gift size when matching gifts are mentioned.

Take a multi-channel approach to engaging donors.

When it comes to marketing matching gifts, you want to make sure your message is getting across far and wide. Luckily, a multi-channel approach engages donors on multiple platforms, making it easier for them to take action and get involved.

Not to mention, each donor has preferred ways of receiving information. Some may respond best to email reminders, while others are more likely to engage on social media or through text. By reaching out across multiple channels, you can ensure you’re meeting donors where they already are.

Leveraging a combination of email, social media, SMS, and even phone calls empowers nonprofits to create comprehensive, engaging Matching Wednesday experiences that keep matching gifts at the top of donors’ minds.

Highlight matching gift success stories.

Social proof is a powerful tool. On a big giving day like Giving Tuesday (or the subsequent Matching Wednesday), incorporating success stories regarding corporate matching gifts can go a long way toward inspiring action.

For the best results, we recommend supplying specific examples to illustrate the power of matching gifts. Try sharing stories or metrics that showcase what matching funds have previously achieved for your organization. For instance, you might say, “Last year, matching gifts helped us provide meals for 500 additional families.” Impact-driven messaging like this can inspire donors to act, as they can directly see how their matched gifts contribute to the mission.

Alternatively, consider sharing a brief story or example of a past donor whose gift was matched. You can even source a quote from a previous matching gift donor to act as a testimonial! After all, real-world examples can serve as powerful motivation, helping donors see the tangible outcomes of submitting a matching gift.

Invest in matching gift software before Matching Wednesday.

Leading up to Matching Wednesday (or Giving Tuesday, for that matter), you’ll want to conduct an analysis of your existing tech stack and decide if you have what you need for success. If you’re currently missing a matching gift software, we highly recommend getting up and running with such a solution prior to the start of the giving season.

After all, this kind of tool simplifies the matching process by enabling donors to quickly find their employer’s matching gift policy, forms, and submission instructions. The easier it is for donors to confirm eligibility and access forms, the more likely they’ll be to follow through⁠—so this is not something you want to overlook. Not to mention, an automation platform like Double the Donation’s 360MatchPro can streamline the entire process from start to finish, so your team doesn’t have to lift a finger!

Ready to get started? Request a personalized demo or uncover your expected ROI with matching gifts!

Share Matching Wednesday results and outcomes.

After Matching Wednesday concludes, maintain the matching gift momentum by sharing the campaign results with your supporters. For example, highlight the total number of submitted matches and the impact they’ll have on your programs. This kind of transparency fosters trust and shows donors that their efforts to secure a match made a concrete difference, setting the stage for continued engagement.

From there, you’ll want to track key metrics, such as the number of matching gifts secured, total matched revenue, and engagement rates, so you can adjust and improve your efforts for the next year. After all, a successful Matching Wednesday can become an ongoing part of your end-of-year fundraising efforts, extending Giving Tuesday’s impact well beyond a single day in the years to come.

6 Sample #MatchingWednesday Promotions

Ready to get started promoting Matching Wednesday but not sure where to begin? We’ve created a few sample promotions your team can use to engage its donors leading up to and on to the big day.

Matching Wednesday Text Message

Text message copy: Thank you for supporting us on #GivingTuesday! 🎉 Did you know your donation could go twice as far? Today is #MatchingWednesday—click here to see if your employer matches: [Matching Gift Page URL]

Matching Wednesday Email Template

Subject line: Have you given to [nonprofit] this year? Double your impact today⁠—on #MatchingWednesday!

Body:

Dear [donor’s first name],

Thank you for being part of the [nonprofit] family! Your support means the world to us, and today, on #MatchingWednesday, there’s an exciting opportunity to make your impact go even further.

If you’ve donated to [nonprofit] this year, you might be able to double or even triple your gift through your employer’s matching gift program! Many companies offer to match their employees’ charitable donations, but these matches often go unclaimed. Submitting a matching gift request is a simple way to amplify your impact and ensure your generosity reaches even more people in need.

Here’s how you can participate in #MatchingWednesday:

Check if your employer matches donations – Use our matching gift search tool here [Matching Gift Page URL] to see if your company offers matching gifts.
Follow the provided steps – If your employer participates, complete a matching gift request through their system by following the instructions our tool provides.
Watch your impact grow! Every matched dollar helps us bring hope and resources to even more individuals and families.

Why submit your gift for a match today? Matching Wednesday is a limited opportunity to help us close out the year strong and make a difference for the communities we serve. Your support matters, and by taking just a few minutes to check your match eligibility, you can double the power of your donation at no extra cost!

Thank you for your continued generosity. Together, we can make an even greater impact.

Warm regards,
[Your Name]
[Nonprofit Name]
[Nonprofit Contact Information]

Matching Wednesday Facebook Post

Caption: Many employers match donations to [nonprofit], doubling (or even tripling!) your impact at no extra cost to you. Take a moment today to check if your gift qualifies for a match by visiting the Matching Gifts page on our website: [Matching Gift Page URL] #DoubleYourImpact #MatchingGifts

Matching Wednesday Instagram Post

Caption: It’s #MatchingWednesday! 🎉 Did you know that thousands of companies match employee donations? That means your gift could go twice as far—just by submitting a matching request!

Don’t miss this chance to maximize your support and make an even bigger impact. Visit our Matching Gifts page to learn more. #GiveMore #AmplifyYourImpact #MatchingGifts

Matching Wednesday LinkedIn Post

Caption: #GivingTuesday was just the beginning! 🌟 Did you know that your donation could go even further? Many companies offer matching gift programs, meaning your contribution can be doubled or even tripled at no extra cost to you.

Now, Matching Wednesday is the perfect time to take advantage of this opportunity! If you gave to [nonprofit] yesterday or at any point this year, check to see if your employer will match your donation. It’s an easy way to maximize your impact and support the causes that matter most to you.

Not sure if your company participates? Don’t worry⁠—just use our matching gift search tool to find out: [Matching Gift Page URL]

This #MatchingWednesday, let’s make every dollar count for even more. Thanks again for helping us create lasting change. #DoubleYourImpact #EmployerMatching #CorporateGiving #SocialGood #GivingTuesday

Matching Wednesday Twitter Post

Caption: #MatchingWednesday is here! 🎉 It’s the perfect chance to make your #GivingTuesday gift go even further. Check to see if your employer will match your donation and double your impact today! [URL]

Next Steps & Additional Giving Season Resources

Establishing a Matching Wednesday campaign following Giving Tuesday is a smart way for nonprofits to extend their outreach⁠—and make every gift count twice. By promoting matching gift opportunities immediately after a major giving day, organizations can reinforce their message, reach new donors, and deepen their impact overall.

This strategic timing leverages the global popularity and extensive goodwill of Giving Tuesday and engages donors further, reminding them that their support can do more. Embracing the idea of Matching Wednesday can ensure the season of giving extends beyond a single day, unlocking new possibilities for funding and growth in the year-end season and beyond. Just don’t forget to equip your team with the right software going into it!

Interested in learning more about matching gifts heading into a period of holiday giving? Check out these additional resources:

Double Your Giving Tuesday Impact with Matching Gifts. Set yourself up for a powerful Matching Wednesday with significant Giving Tuesday success. This guide shares our top tips and tricks for doing so.
Year-End Fundraising and Matching Gifts: It’s Not Too Late! The year-end fundraising season is an essential time for nonprofits and other fundraising groups. Find out how to make the most of matching gifts now!
Free Download: Access 10 Quick Steps to Matching Gift Success. Get our free matching gift checklist to kickstart your organization’s strategy. Follow the provided steps to produce a greater impact than ever before.

7 Strategies for Marketing Payroll Giving to Your Supporters

September 19, 2024/in Learning Center, Marketing Strategies, Fundraising Ideas, Learning Center, Donor communications /by Adam Weinger

According to recent payroll giving statistics, 59% of survey respondents have no familiarity with payroll giving initiatives. Fortunately, however, marketing payroll giving opportunities to your nonprofit supporters can significantly boost participation in the programs⁠—and enhance your overall fundraising efforts.

After all, payroll giving programs allow donors to contribute a portion of their salary to your organization automatically, providing a steady stream of income with minimal effort. However, many potential donors remain unaware of this giving method or how easy it is to participate.

In this post, we’ll explore seven practical strategies to help you market payroll giving and make it a core component of your fundraising plan.

Create a Payroll Giving page on your nonprofit website.
Incorporate payroll giving in your email marketing.
Promote payroll giving initiatives on social media.
Collect and leverage employment information in your outreach.
Consider donors already eligible for other workplace giving programs.
Collaborate with corporate partners to highlight the opportunity.
Offer exclusive incentives for payroll giving donors.

By implementing the right marketing strategies, you can educate your supporters, promote the convenience of payroll giving, and inspire long-term donor engagement.

Let’s begin!

1. Create a Payroll Giving page on your nonprofit website.

Starting off, you’re going to want to market payroll giving programs prominently throughout your nonprofit or school’s website. A dedicated payroll giving page on your nonprofit’s website is a powerful tool for educating potential donors about this giving option, serving as a centralized hub where supporters can easily learn about the benefits, process, and impact of payroll giving.

Start by explaining what payroll giving is, highlighting how it allows employees to contribute to your cause directly from their paycheck on a recurring basis. Ensure the page features clear instructions on how to enroll in payroll giving, too, such as through their employer’s CSR platform or by contacting their HR department.

You’ll also want to emphasize the convenience of payroll giving. Once donors sign up, they don’t have to worry about making regular donations manually. It’s a simple, consistent, and tax-efficient way to support the cause they care about.

2. Incorporate payroll giving in your email marketing.

Email marketing is one of the most effective ways to reach your nonprofit’s supporters, and incorporating payroll giving into your email campaigns can significantly boost participation.

Start by crafting a compelling email that educates your audience on the advantages of payroll giving, emphasizing its ease, convenience, and long-term impact. Highlight the benefit of steady, recurring donations for your organization, personalizing the message to show supporters how their payroll donations can drive meaningful change in the community or cause they care about.

Include clear calls-to-action in the email, encouraging recipients to enroll in payroll giving through their employer. You can link directly to your nonprofit’s payroll giving webpage or provide detailed steps for contacting their HR department to inquire about the program. It’s also helpful to include examples of companies that offer payroll giving or suggestions for how donors can advocate for the program if their employer doesn’t currently provide it.

For the best results, we recommend regularly mentioning payroll giving in different types of email communications⁠—such as newsletters, thank-you emails, or special campaign updates. This keeps the option top of mind for donors while reinforcing the importance of their continued support.

3. Promote payroll giving initiatives on social media.

Social media is a powerful channel for engaging with your nonprofit’s audience, and it can be a highly effective tool for promoting payroll giving programs, too.

Use platforms like Facebook, Twitter, LinkedIn, and Instagram to share posts that explain what payroll giving is and how supporters can participate. Share success stories, testimonials, or case studies from current payroll donors to demonstrate the program’s real-world impact. Not to mention, visual content like infographics or short videos can be particularly effective in grabbing attention and communicating key messages.

Regularly include payroll giving in your content rotation, using relevant hashtags to increase visibility when appropriate. Remember: the goal is to ensure supporters are consistently reminded about this giving option and can easily find the information they need to get started.

4. Collect and leverage employment information in your outreach.

The more you know about your donors, the better you can engage them in workplace giving programs like payroll deductions and more. Specifically, having access to accurate and up-to-date employment data can go a long way.

But how can you collect this information? Start by incorporating questions about employment during the registration or donation process. Ask supporters to share the name of their employer, as well as whether they are aware of any workplace giving programs like payroll giving, matching gifts, or volunteer grants.

Once you’ve collected employment data, segment your donor list by company and customize your communications based on the giving opportunities available at those businesses. For example, if you know that a particular company offers payroll giving, you can send targeted emails to employees at that company, providing detailed instructions on how they can enroll in the program. If their company doesn’t currently offer payroll giving, encourage those donors to advocate for it within their workplace.

Top tip: If you lack quality employment information about your donors, consider utilizing a data enhancement service. This will allow you to fill in some gaps and provide the information you need to identify the best workplace giving programs in your network!

5. Consider donors already eligible for other workplace giving programs.

When it comes to workplace giving, most participating companies offer more than one way for employees to get involved. For example, statistics indicate that nearly two-thirds of companies report matching employee payroll contributions, and many of the top matching gift companies offer volunteer grants, too.

But what does that mean for your team?

Supporters who already participate in other workplace giving programs, such as matching gifts or volunteer grants, may be ideal candidates for payroll giving initiatives. To target this segment, begin by identifying donors who have previously submitted matching gift requests or applied for volunteer grants. These individuals already have a relationship with their company’s corporate social responsibility initiatives, which makes them a strong target audience for payroll giving.

In your outreach, emphasize the complementary nature of payroll giving to other workplace programs. You’ll want to acknowledge their previous participation in workplace giving programs and thank them for their ongoing support. Then, introduce payroll giving as a way to streamline their contributions and make an even greater difference. You can even highlight how their regular contributions through payroll giving can be further amplified through matching gift programs, doubling, or even tripling their impact.

6. Collaborate with corporate partners to highlight the opportunity.

Nowadays, more and more organizations are beginning to take an increasingly proactive approach to marketing payroll giving programs to their supporters. Still, many companies choose to promote the opportunity to their employees, too. And for that reason, collaborating with the businesses offering the programs can go a long way in heightening visibility and participation.

Start by reaching out to companies that already support your nonprofit through donations, sponsorships, or volunteer programs. Ask if they have a payroll giving program in place and discuss ways to promote the initiative to their employees. This could even involve co-branded marketing materials, such as email templates, flyers, or social media posts that both the company and your nonprofit can share with their audiences.

7. Offer exclusive incentives for payroll giving donors.

To encourage supporters to participate in payroll giving, consider offering exclusive incentives that reward their commitment to ongoing contributions. This can make the process more appealing and demonstrate your nonprofit’s appreciation for their support.

While it will likely vary based on the wants and needs of your particular audience, potential incentives may include…

Public recognition, such as listing names on a dedicated “payroll giving wall” on your website or donor newsletters. (Top tip: Public recognition can foster a sense of pride and community among payroll donors, motivating others to join, too!)
Access to exclusive events, such as virtual meet-and-greets with your organization’s leadership or tours of your facilities.
Branded merchandise, like T-shirts, tote bags, or water bottles, as a thank-you for committing to payroll giving.

Consider tying incentives to donation milestones, such as offering a special gift to donors who have contributed for a certain number of months or reached a specific donation amount. This not only encourages initial sign-ups but also helps retain donors over the long term.

Wrapping Up & Additional Resources

Effectively marketing payroll giving can transform the opportunity into a powerful, recurring revenue stream for your organization. By leveraging digital and other marketing tactics to educate supporters and partner with companies in your network, you can unlock the full potential of workplace giving and build stronger, more consistent donor relationships.

As you implement the seven strategies above, you’ll not only raise awareness of payroll giving but also encourage long-term contributions that help sustain your nonprofit’s mission. Don’t let the opportunity go to waste!

For more information about effectively marketing payroll and other employee giving opportunities, check out the following resources:

The Ultimate Guide to Marketing Matching Gifts. Discover the most effective strategies for promoting corporate matching gift programs to your nonprofit’s supporters. This comprehensive guide walks you through the key tactics to increase donor engagement, raise awareness of matching opportunities, and maximize the impact of employer-matched donations.
Marketing Corporate Volunteerism | A How-To Resource For Orgs. Corporate volunteerism is a powerful resource for nonprofits, but how do you encourage businesses and their employees to get involved with your organization? This guide provides actionable steps for creating compelling volunteer opportunities that align with employee interests and CSR goals.
Tracking Payroll Giving: A Nonprofit’s Step-by-Step Guide. Payroll giving can be a valuable and consistent source of funding, but tracking those donations is essential for success. This guide outlines the process nonprofits should follow to track payroll giving contributions efficiently, from registering with payroll platforms to monitoring and reporting on giving patterns.

Payroll Giving Statistics: Fun Facts for Fundraisers

Payroll Giving Statistics | 13 Fun Facts for Fundraisers

September 12, 2024/in Learning Center, About Double the Donation, Corporate Consulting, Fundraising Ideas /by Adam Weinger

Leveraging Volunteer Incentive Programs [Nonprofit FAQ]

September 4, 2024/in Learning Center, Marketing Strategies, About Double the Donation, Company Spotlights, Fundraising Ideas /by Adam Weinger

Volunteer incentive programs are a powerful tool for nonprofits aiming to boost community engagement and maximize their impact. These programs, which involve companies rewarding employees for their volunteer time and efforts, can take many forms. And they can range from volunteer grants (or Dollars for Doers) to paid volunteer time off and more.

For nonprofits, understanding and leveraging these programs can mean more volunteers, increased funding, and stronger relationships with corporate partners. In this guide, we’ll explore the ins and outs of volunteer incentive programs⁠—and practical strategies for making the most of them.

Specifically, we’ll answer the following questions:

What are Employee Volunteer Incentive Programs?
What are the most popular types of Employee Volunteer Incentives?
What benefits do Volunteer Incentive Programs offer?
What are some examples of companies with standout Employee Volunteer Incentive Programs?
How can nonprofits maximize the impact of Volunteer Incentive Programs?

Ready to make the most of available corporate volunteer incentives for your nonprofit team? Let’s dive in.

What are Employee Volunteer Incentive Programs?

Employee Volunteer Incentive Programs, also known as corporate volunteer programs or employee volunteer incentive initiatives, are structured efforts by companies to encourage and reward their employees for participating in volunteer activities.

These programs are designed to promote corporate social responsibility, enhance employee engagement, and support community involvement.

What are the most popular types of Employee Volunteer Incentives?

Volunteer incentives are not a one-size-fits-all experience. In fact, there are a number of ways for companies to participate in corporate volunteerism and incentivize their employees to do so as well.

As a nonprofit or school, some of the programs you’re most likely to come across include:

Volunteer Grants
- Companies offer monetary donations to nonprofits based on the number of volunteer hours employees contribute. For example, a company might donate $25 for every hour an employee volunteers.
Paid Volunteer Time Off (VTO)
- Companies provide employees with paid time off specifically for volunteering during the regular work day. This is above and beyond any other paid time off and can range from a few hours to several days per year.
Team Volunteering Events
- Companies organize group volunteering activities that encourage employees to participate together, fostering teamwork and camaraderie while supporting a charitable cause.

The more familiar you are with popular employee volunteer incentives, the better you’ll be able to market the opportunities to your audience.

What benefits do Volunteer Incentive Programs offer?

Volunteer incentive programs are a particularly valuable form of corporate philanthropy, and the impact extends from the companies offering the programs to the organizations receiving support and beyond. Let’s take a look at the key benefits for each party involved.

For Nonprofits

Increased Volunteer Participation: Volunteer incentive programs encourage more employees to donate their time, providing nonprofits with a steady stream of supporters ready to get involved.
Additional Funding: Programs like volunteer grants or dollars for doers translate volunteer hours into financial support for nonprofit organizations, providing a greater volunteer program ROI.
Enhanced Visibility: Participating in corporate giving programs can raise the profile of nonprofits, attracting more volunteers and donors who may otherwise have no familiarity with your cause.

For Companies

Employee Engagement: Encouraging volunteerism boosts employee morale, satisfaction, and retention by aligning work with personal values and passions.
Corporate Reputation: Companies that actively support volunteerism improve their public image and demonstrate a commitment to social responsibility.
Team Building: Group volunteer activities strengthen relationships among employees and build a positive corporate culture.

For Employees

Personal Fulfillment: Volunteering allows employees to give back to their communities, fostering a sense of accomplishment and purpose.
Skill Development: Employees can develop new skills and gain experiences that may be beneficial in their personal and professional lives.
Recognition and Rewards: Employees receive acknowledgment and rewards for their volunteer contributions, enhancing job satisfaction.

What are some companies with standout Volunteer Incentive Programs?

Many companies have implemented exemplary Volunteer Incentive Programs that encourage and support their employees’ volunteer efforts. In doing so, these businesses demonstrate the positive impact of well-structured Volunteer Incentive Programs, not only supporting their employees’ philanthropic efforts but also strengthening their communities.

Familiarizing yourself with these initiatives can go a long way in allowing your team to target the programs effectively. Here are some key examples you should know:

Chipotle Mexican Grill

Chipotle encourages employee volunteerism through its “Chipotle Community Roots” program, which offers paid time off for volunteering and supports team volunteer events. While it can vary greatly, the company’s primary focus is on initiatives that promote food sustainability, education, and environmental preservation.

Employees are also encouraged to participate in other forms of philanthropy, including through the company’s CLMA-designated matching gift program (complete with seamless matching gift auto-submission functionality!).

Gene B. Glick Company

Gene B. Glick Company fosters employee volunteerism through its corporate social responsibility efforts, particularly focusing on local community engagement and social services. Employees are offered up to 8 hours of paid time off to volunteer with various nonprofit organizations each year.

The CLMA-designated company also offers a standout matching gift program, with exclusive auto-submission streamlining the process for employees to get involved.

EY

EY (Ernst & Young) encourages employee volunteerism through its EY Ripples CSR program, which leverages employees’ skills to address global challenges. Employees are offered paid time off to volunteer, focusing on education, supporting entrepreneurs, and accelerating environmental sustainability.

This also encapsulates EY Connect Days, or quarterly days of service in which 22,000+ EY employees volunteer with nonprofit causes in 20 countries across the globe.

Siemens

Siemens promotes volunteerism through its Corporate Citizenship program, which includes paid volunteer time off for employees. The company encourages employees to engage in community service, particularly in areas related to education, technology, and sustainability. The company also offers team volunteer grants to amplify the impact of employee volunteerism.

IBM

IBM’s volunteer program, Corporate Service Corps, is dubbed “a Peace Corps for the corporate world,” sending teams of employees to work with nonprofits and government organizations on critical societal challenges. Employees can also participate in the On Demand Community, where they access resources (including up to 8 hours of volunteer time off) to donate their specialized skills in local communities.

As another incentive, IBM offers volunteer grants for employees, enhancing the impact of their time with grants worth $10 per hour after the first 10 hours are recorded, up to a maximum grant amount of $500.

Infobip

Infobip supports employee volunteerism through its volunteer incentive program Bippers4Community. This corporate social responsibility initiative encourages employees to contribute their time and skills to community service projects, promoting a culture of giving back by providing opportunities for employees to participate in company-organized volunteer events. This includes both BipUp Skills, an online volunteering program, and BipUp Teams, the onsite volunteering component.

Cisco

Cisco supports employee volunteerism through its WeAreCisco program, which includes up to 80 hours of paid time off for volunteering and volunteer grants worth $10 for every hour an employee volunteers. The company encourages employees to participate in volunteer activities that align with their passions, providing a platform to make a positive impact on their communities.

Toyota

Toyota’s volunteer incentive program, Toyota4Good, offers employees paid time off to volunteer and supports matching gifts for nonprofit donations. Toyota encourages employees to engage in volunteer activities that align with its focus on education, environmental sustainability, and community improvement. And employees are encouraged to request volunteer grants for their time, with two tiers of grants available after 50 and 100 hours.

Intel

Intel’s global corporate volunteer program, Intel Involved, encourages employees to contribute their time, technology expertise, and other skills to nonprofits in need of their services. This includes its volunteer grant program, through which employees can request generous company funding on behalf of the organizations they support.

Over the last decade, Intel employees (and retirees!) have donated more than 10 million hours in their communities!

Bank of America

Bank of America writes that “We support our employees’ volunteer efforts through programs such as a robust volunteer platform, volunteer grants directed to nonprofit organizations where employees volunteer regularly, matching gifts which double the impact of employee giving and additional employee giving opportunities.” This volunteer incentive program is deeply engrained in the company’s culture, offering 2 hours of VTO each week as well as volunteer grants worth $500 or $1,000.

Google

Google’s annual month-long volunteer program, GoogleServe, provides a chance for “Googlers” across the world to give back by partnering with nonprofit causes. This project has been ongoing for over a decade, and most recently saw more than 25,000 Google team members from 40 countries participating with nearly 1,000 organizations.

Not to mention, all Google employees are encouraged to request up to 20 hours of paid time off to partake in volunteer activities each year. And hours spent outside the VTO program qualify for volunteer grants equal to $10 for every hour!

How can nonprofits maximize the impact of Volunteer Incentive Programs?

Volunteer Incentive Programs can be a game-changer for nonprofits by boosting volunteer engagement, securing additional funding, and strengthening community ties. To fully leverage these programs, nonprofits need to adopt strategic approaches that enhance the overall effectiveness and impact of their volunteer efforts.

Here’s how organizations like yours can do so:

1. Promote Volunteer Incentive Programs to Volunteers

Unfortunately, many individuals who qualify for volunteer incentive programs through their employers will have no awareness of the initiatives in the first place. If their companies don’t sufficiently promote the programs to their workforce, it’s up to your team to spread the word.

To increase awareness and boost participation, market corporate volunteer incentives in your volunteer newsletters, email correspondence, text messages, phone calls, and more. And don’t forget about your nonprofit’s website, either. In fact, we recommend embedding a volunteer incentives database directly into your Volunteers page to make it as easy as possible for individuals to locate program information and get involved.

2. Create Meaningful Volunteer Opportunities

Design volunteer opportunities that align with the values and goals of your corporate partners and their employees to get more volunteers on board.

You’ll want to offer a diverse range of opportunities through which corporate volunteers can get involved. From short-term projects to ongoing commitments, plan to cater to different interests, schedules, and incentives. Check out these recommended ideas to get started!

3. Implement Efficient Tracking and Reporting Systems

Most companies establish some sort of time-tracking requirements in order to pay out volunteer incentives such as dollars for doers grants or VTO hours. Implementing an intuitive volunteer tracking system, backed by reliable tools and software can go a long way in ensuring individuals have the resources they need to complete their requests.

4. Recognize and Reward Volunteers

Individuals participating in their employers’ volunteer incentive programs are going above and beyond for your cause. Therefore, it’s a good idea to regularly thank, recognize, and reward them for their support.

Share success stories and testimonials (including photographic evidence!) on how volunteer contributions have made a tangible difference in your mission. This can include in your newsletters, website, social media pages, and more.

Keep in mind that public acknowledgments can also function as a marketing tool⁠—leveraging social proof and encouraging others to get involved in the same way.

5. Leverage Technology for Uncover Opportunities

Since many volunteers won’t know if they qualify for volunteer incentive programs, it’s a good idea to make the discovery process as simple as possible. In other words, you’ll want to provide them with a volunteer incentives database like Double the Donation’s industry-leading solution. This way, all supporters have to do is type the name of their employer, and they’ll be met with company-specific insights regarding their eligibility for volunteer grants, VTO, and more. Plus, they’ll receive direct links to request forms and instructions for getting started.

Even better, the database search tool can be embedded in your nonprofit website, volunteers’ page, or registration forms, thanks to our seamless VMS integrations, making it easier than ever for interested volunteers to access.

Wrapping up & additional resources

Volunteer incentive programs offer a win-win scenario for nonprofits, volunteers, and corporate partners alike. By effectively leveraging these programs, organizations like yours can enhance their volunteer engagement, secure additional funding, and build stronger, more productive partnerships.

With these elements in place, your team can harness the full potential of volunteer incentive programs and make a lasting difference in your community.

Interested in learning more about corporate volunteerism and how your organization can benefit? Check out the following resources to grow your knowledge:

Fuel Fundraising: Access The Ultimate Guide to Corporate Volunteer Grants. Find out how your team can secure funding through corporate volunteer grant programs. Uncover top tips and resources for raising more in this free downloadable resource.
Drive Engagement with our Complete Guide to Volunteer Time Off Programs. Volunteer time off is a popular incentive that can go a long way in driving recruitment, engagement, and retention for your program. Here’s what you need to know!
Standout Strategies for Leveraging Corporate Volunteer Incentives. Explore our top recommended strategies for making the most of employee volunteerism with powerful corporate incentives. Get the guide to learn more and grow your efforts.

Scale up your organization's corporate volunteer strategy with 360MatchPro 💡

10 Tips to Boost Corporate Matching Gift Participation

August 4, 2024/in Learning Center, Marketing Strategies, Fundraising Ideas, Donor communications /by Gabrielle

Corporate matching gifts are a powerful yet often underutilized resource for nonprofits. In essence, matching gifts are donations that companies make to match the contributions of their employees, effectively doubling (or even tripling!) the original amount given. Imagine a donor gives $100 to your organization. With corporate matching gift participation, that $100 donation could quickly become $200 or more—without the donor needing to give anything extra.

For nonprofits, matching gifts can be a game-changer. Not only do they increase total donations, but they also deepen the impact of individual contributions, helping nonprofits reach their fundraising goals faster. Despite this potential, many nonprofits miss out on corporate matching gift opportunities simply because donors are unaware of the process or how to participate. That’s where strategic marketing comes in.

This article will explore 10 effective marketing practices specifically tailored to nonprofits looking to boost participation in corporate matching gift programs. From educating your donors to leveraging digital marketing and building corporate partnerships, these insights will help you maximize every donation’s potential—ultimately bringing in more funds to fuel your mission. Let’s dive into how you can unlock the power of corporate matching gifts!

1. Educate Your Donors on Matching Gift Programs

The first step in increasing corporate matching gift participation is ensuring your donors understand what matching gifts are and how they work. Surprisingly, many donors may not be aware that their contributions can be matched by their employers, leaving valuable funds on the table. Educating your supporters transforms their understanding and engagement with matching gifts, empowering them to amplify their impact without spending a dollar more.

Tips to Educate Your Donors:

Newsletters: Include a section in your newsletters dedicated to matching gifts. Explain the process, eligibility criteria, and how donors can participate. Highlight success stories to illustrate the impact of matching gifts.
FAQ Pages: Create an FAQ section on your website to address common questions like, “What is a matching gift?” or “How can I submit a matching gift request?” This serves as a go-to resource for donors.
Informational Packets: Design downloadable guides that explain the process step-by-step. Include details about companies offering matching programs and tips for submitting requests.

2. Utilize Targeted Email Campaigns

Email marketing is a highly effective way to raise awareness about corporate matching gifts. Well-targeted campaigns allow you to deliver relevant information to donors at the right time, encouraging them to double their contributions.

Tips for Effective Email Campaigns:

Segment Your Audience: Start by segmenting your email list to focus on donors who are most likely to be eligible for matching gifts. For example, you might create separate email lists for new donors, major donors, and recurring donors. Tailoring your message based on donor type makes it more relevant and increases the likelihood that recipients will take action.
Compelling Templates: Use email templates that make the matching gift process clear and accessible. A well-designed template could include a brief explanation of matching gifts, a call to action, and a link to a matching gift search tool. Simple, visually appealing templates can make your message more engaging and easier to follow.
Clear Calls to Action (CTAs): Your email should have a clear, concise CTA, such as “Check if Your Gift Can Be Matched” or “Double Your Impact Today.” The CTA should link directly to information on how to submit a matching gift request.
Timing is Key: Sending matching gift emails at key moments—like right after a donation, during year-end giving seasons, or around significant campaign milestones—can increase donor responsiveness. When donors are already in a giving mindset, they’re more likely to take advantage of opportunities to amplify their contribution.

3. Highlight Matching Gifts on Your Donation Page

Your donation page is where the magic happens—it’s where supporters take that meaningful step to give. So, why not use this key moment to inform them about matching gift opportunities? Adding information about matching gifts on your donation page is a simple yet effective way to boost awareness and encourage donors to maximize their contributions.

Tips for Featuring Matching Gifts on Your Donation Page:

Add a Matching Gift Widget: A matching gift widget is an easy way to let donors check if their employer offers a matching gift program. By simply entering their employer’s name, donors can quickly find out if their gift is eligible for a match, making the process convenient and accessible. Widgets can streamline the journey from “Can I match my gift?” to “Yes, I’ll match it!”
Create a Dedicated Section: Include a dedicated section near your donation form with a short description of matching gifts and how they work. A clear call-to-action (like “Double Your Donation!”), along with a brief explanation of the benefits, can make it easy for donors to understand the impact of participating in a matching program.
Use Simple, Encouraging Language: Remember, not all donors are familiar with matching gifts, so keep the language friendly and straightforward. Phrases like “Did you know you could double your donation at no extra cost?” or “Check if your employer offers matching gifts” are inviting and clear, encouraging donors to explore this option.
Include Visual Cues: Adding a small icon or graphic that highlights matching gifts can draw the donor’s attention. A small badge, logo, or button in your nonprofit’s branding can subtly guide visitors to take action.

4. Leverage Social Media Outreach

Social media is one of the most effective ways to get the word out about matching gifts. By meeting your supporters where they already spend time, you can amplify awareness, build excitement, and encourage more people to take advantage of these opportunities to maximize their impact.

Tips for Promoting Matching Gifts on Social Media:

Create Visual Content: Eye-catching graphics can make your posts stand out in busy feeds. Design visuals that explain the basics of matching gifts or show donors how their contributions could double with just a few clicks. Infographics, charts, or even short videos can be great tools to illustrate the potential impact of matching gifts.
Share Success Stories: People connect with stories, so use social media to highlight real-life examples of matching gifts in action. Share a story of a donor whose contribution was matched, demonstrating the impact it had on a specific project or campaign. This not only shows supporters the power of matching gifts but also brings a personal, human element to your messaging.
Encourage Sharing: Don’t hesitate to ask followers to share your posts. By encouraging sharing, you expand your reach to friends, family, and colleagues who might not yet know about matching gift opportunities. A simple call to action like “Share this post to help us reach more people!” can go a long way in increasing visibility.
Live Q&A Sessions: Platforms like Instagram and Facebook offer Stories and Live features, which are great for quick, interactive updates. Use Stories to post fun, bite-sized info about matching gifts, or go live to answer questions about the matching gift process. This type of content is engaging, easily digestible, and perfect for boosting awareness.

5. Engage Corporate Partners

Engaging with corporate partners who offer matching gift programs can greatly enhance your nonprofit’s fundraising efforts. By building strong, mutually beneficial relationships with these companies, you’re not only supporting your cause but also giving businesses a meaningful way to engage with their employees and the community.

Tips for Engaging Corporate Partners:

Reach Out and Educate: Start by reaching out to local companies, especially those that already offer matching gift programs, and introduce them to your nonprofit’s mission. Many companies are open to partnering with nonprofits that align with their values but may not fully understand the impact of matching gifts. Hosting an informational session or sharing a presentation can go a long way in fostering a connection.
Show Appreciation: Let companies know you value their partnership. Simple gestures like thank-you emails, social media shout-outs, or featuring them in your newsletters can demonstrate your gratitude. Consider holding an annual appreciation event for corporate partners, where you can recognize their support and strengthen these relationships.
Collaborate on Joint Campaigns: Collaborate with companies to create campaigns that encourage their employees to participate in matching gift programs. For example, you could organize a “matching gift drive” where the company promotes matching gifts internally, and your nonprofit shares stories on social media about the impact of employee-matched donations.
Offer Co-Branding Opportunities: Let your corporate partners showcase their involvement in community initiatives by co-branding specific events or donation campaigns. When employees and the community see a company actively supporting your cause, it builds goodwill and boosts the likelihood of higher participation in matching gift programs.
Maintain Open Communication: Keep an open line of communication with your corporate partners. Regular updates on the impact of their matching gifts, along with information on upcoming initiatives, can keep your partnership active and rewarding for both sides. This ongoing dialogue shows the business that their involvement makes a real difference.

6. Create a Dedicated Matching Gifts Page on Your Website

A dedicated matching gifts page on your website can be a valuable resource for donors, helping them understand and take advantage of matching gift opportunities. By providing clear, easy-to-access information, you’re empowering donors to maximize their contributions—boosting support for your mission without any extra cost to them.

Tips for Creating an Effective Matching Gifts Page:

Add a Company Search Tool: Integrate a tool that allows donors to quickly search for their employer’s matching gift program.
Clear Call-to-Action (CTA): Use compelling CTAs like “Double Your Impact!” to encourage visitors to explore matching gift opportunities.
Step-by-Step Guide: Include a simple guide outlining how donors can verify eligibility and submit requests.
FAQs: Add a section answering common questions like “What is a matching gift?” or “How do I get started?” to address any doubts.
Inspiring Stories: Share real-life examples of matched donations to highlight the tangible impact of these programs.

7. Simplify the Matching Gift Process

When it comes to encouraging donors to participate in corporate matching gift programs, simplicity is key. If the process seems complicated or time-consuming, donors might feel discouraged from taking that extra step—even if they’re eager to amplify their impact. By removing barriers and making the matching gift process as straightforward as possible, you can significantly increase participation rates.

Tips to Simplify the Matching Gift Process:

Step-by-Step Guides: Offer visual or written guides that clearly break down the process, such as checking eligibility, submitting requests, and receiving confirmation.
Direct Links: Provide links to employers’ matching gift portals or forms to save donors time.
Visual Aids: Use infographics or flowcharts to make the process more accessible.
Automation: Use automation tools to identify eligible donors and send personalized instructions.
Friendly Reminders: Notify donors of submission deadlines to ensure they don’t miss out on opportunities to match their contributions.

8. Use Data to Target High-Value Donors

Data is one of the most powerful tools for nonprofits aiming to make the most of corporate matching gift programs. By using data-driven strategies, you can identify high-value donors, segment them effectively, and encourage more impactful contributions through matching gifts. This approach allows you to focus your resources where they’ll have the greatest return.

Data-driven strategies help optimize efforts by identifying donors whose employers offer matching gift programs, allowing targeted outreach to maximize contributions. By segmenting donors based on matching gift eligibility, organizations can streamline marketing, ensuring the right message reaches the right audience. This targeted approach enhances the donor experience, making communication more relevant, personal, and impactful.

Tips for Identifying and Targeting High-Value Donors:

Leverage Your CRM: Many nonprofit CRM platforms allow you to track donor information, including employment details, donation history, and engagement patterns. Use this data to identify donors who might work for companies with strong matching gift programs. You can then segment these donors for tailored matching gift outreach.
Use Email Domain Matching: One quick way to identify potential matching gift eligibility is by looking at email domains. Some matching gift tools can flag donors using corporate email addresses, helping you pinpoint which supporters might be eligible for a match.
Run Data Enrichment Campaigns: If your donor database lacks employment details, consider running a data enrichment campaign. Data enrichment services can fill in gaps, such as employer information, that are essential for targeting high-value, match-eligible donors. This can be especially useful if you’re expanding your corporate matching gift efforts.
Conduct Predictive Analytics: For larger nonprofits, predictive analytics tools can help identify patterns in donor behavior. By analyzing past giving data, these tools can predict which donors are likely to make large contributions or have the capacity to donate more. This insight helps you focus on those who may benefit most from matching gift encouragement.
Survey Your Donors: Sometimes, the easiest way to gather information is to ask directly. Sending a short survey asking donors to share their employer details (while explaining the potential for matching gifts) can be an effective way to update your records and identify high-value donors.

9. Thank Donors and Acknowledge Their Impact

Expressing gratitude is essential for maintaining donor relationships and encouraging future engagement. When donors take the extra step to submit a matching gift request, recognizing their effort can go a long way.

Tips for Thanking Donors:

Personalized Messages: Send personalized thank-you emails or letters that highlight the donor’s impact.
Public Acknowledgments: With consent, recognize donors on social media or newsletters to celebrate their generosity.
Share Impact Stories: Show donors how their matched gifts have contributed to your nonprofit’s mission.
Exclusive Content: Provide matched donors with exclusive updates or invites to donor appreciation events.

10. Regularly Review and Improve Your Strategy

As donor behavior and corporate policies evolve, it’s important to regularly review and refine your marketing strategies for corporate matching gifts. Continuous improvement ensures that your efforts remain relevant and effective.

Tips for Reviewing Your Strategy:

Track Key Performance Indicators (KPIs): Monitor metrics such as total funds raised, the number of matched gifts, and email engagement rates.
Donor Feedback: Collect feedback through surveys to identify challenges and opportunities for improvement.
A/B Testing: Test different elements, like email subject lines or website layouts, to determine what resonates best with your audience.
Industry Trends: Stay informed about corporate philanthropy trends and incorporate new strategies into your approach.
Quarterly Check-Ins: Schedule regular reviews of your strategy to ensure alignment with your nonprofit’s goals.

Final Thoughts

Corporate matching gifts present a unique opportunity for nonprofits to double—or even triple—their impact. However, many organizations fail to fully capitalize on these programs due to a lack of awareness or effective strategy. By implementing the best practices outlined above, you can turn matching gifts into a reliable source of funding while deepening donor engagement.

Key Takeaways:

Educate donors on matching gift programs to increase awareness.
Use targeted email campaigns and donation page enhancements to drive participation.
Leverage social media outreach and corporate partnerships to expand your reach.
Simplify the process, thank donors, and regularly review your strategy to ensure success.

By following these steps, your nonprofit can unlock the full potential of corporate matching gifts, amplifying every donor’s contribution and making a greater impact.

How to Get Matching Gifts Trending at Your Organization

June 24, 2024/in Marketing Strategies, Fundraising Ideas, Learning Center /by Adam Weinger

Employee matching gifts are one of the most popular forms of corporate philanthropy. Still, the source is widely untapped, largely due to a lack of knowledge surrounding the programs. If you’re looking to drive participation at your organization (in order to maximize funding and elevate donor engagement), it’s time to get matching gifts trending among supporters.

But how can you go about doing so? Start a buzz around matching gifts at your nonprofit with these helpful tips:

Share a blog post.
Use hashtags on social media.
Prioritize video content.
Explore artificial intelligence and tech for content creation.
Host a real-time Q&A online.
Consider influencers and peer advocates.
Make the most of free advertising with Google Grants.
Keep up with shifting trends.

Our hope is that, by incorporating our recommended practices, matching gifts will become a well-known and fully utilized source of support among you and your supporters.

Let’s jump in with our first trick.

1. Share a blog post.

Blog articles are an effective medium for marketing matching gifts and other employee giving forms to your
supporters. A well-written post provides an opportunity to share an in-depth explanation of the philanthropy programs, along with showing donors that your organization is focused on maximizing fundraising from every source.

Not sure where to get started? We’ve written the following article that your team can use to kick off your matching gift blogging strategy. From there, you can send a link to the newly published resource in your newsletters and other communications to ensure donors know about this opportunity to increase their impact.

Corporate Employee Matching Gift Programs: The Secret to Boosting Revenue

For nonprofit organizations, every dollar counts. Corporate employee matching gifts offer the opportunity to turn one dollar donated by a match-eligible employee into two, three, or even four dollars!

Did you know that more than 26 million employees work for companies with matching gift programs? You might be one of them!

In this article, we’re going to explore exactly what to expect when working with matching gifts and how to make the most of this incredible fundraising opportunity.

What are corporate matching gift programs?

Employee matching gift programs are a type of corporate philanthropy set up to encourage employees to give back to their communities. These companies encourage community outreach by making donations to the same nonprofits that their employees have donated to.

These programs have become quite widespread, but many donors have not heard of them or aren’t aware of their own match-eligibility. $4-7 billion in matching gift revenue is left on the table each year, and we want to work with our donors to claim as much of it as possible.

While the specifics of these programs vary from company to company, the elements that shape these guidelines are generally the same:

Match ratio: This defines what kind of donation the company will make in relation to the employee’s initial contribution. A 1:1 ratio indicates that the company will donate the exact same amount, doubling the contribution to the employee’s chosen nonprofit.

Minimum and maximum: The minimum refers to the amount an employee must donate to qualify for a matching gift. The maximum is the total amount that a company will donate in matching contributions per employee annually.

Employee status: Sometimes, the employee’s role at the company can affect the match that they qualify for. For example, Gap Inc. offers a $1,000 maximum to part-time employees and a $10,000 maximum to Senior VP’s.

Nonprofit eligibility: Some programs offer different matches based on the mission of the organization being donated to. However, most companies offer “unrestricted” programs where any registered nonprofit can receive funds.

Submission deadline: Every program identifies a deadline when the matching gift request must be submitted by the employee. This deadline can be either a firm date (December 31st is common) or a threshold based on the date of the initial donation (90 days after donation is made).

Here are a few examples:

Johnson & Johnson — Triples donations with a 2:1 match up to $20,000 for current employees, while also doubling donations (1:1 match) for retirees

Bank of America — Matches donations 1:1 between $24 and $5,000 annually per employee

Home Depot — Matches donations 1:1 up to $3,000 annually per employee

The impact of these programs can be substantial! In fact, Microsoft has been known to match over $48 million worth of employee donations to schools and 501(c)(3) nonprofits in a single year.

Want to help [your organization’s name]?

Increasing revenue with matching gifts isn’t too tricky, but we need our donors’ help. Last year we received [insert number] matching gifts, which helped us raise [insert dollar amount]. We’ve set a goal of raising [insert dollar amount] from these programs.

If we meet our goal, we’ll be able to better [insert organization’s mission and how the organization would use the additional funding].

You can help us reach these goals by searching for your own match-eligibility. Immediately assess your eligibility and gain access to detailed information about your employer’s corporate giving program by searching our database of companies with matching gift programs [link to your dedicated matching gifts page or Double the Donation hosted URL].

We’ll provide you with as much of the following as possible:

Up-to-date, company-specific program guidelines for your employer

Links to the correct online matching gift request forms or downloadable PDFs

Our contact information (Tax ID, address, fundraising contact), which you may need for your matching gift request

If your company isn’t listed, make sure to check with your company’s HR department. We appreciate you taking a few minutes to double the impact of your donation!

Meanwhile, if you choose to write a blog post from scratch, we recommend:

Providing an overview of employee matching gift and/or volunteer grant programs
Sharing examples of companies that offer employee giving programs
Explaining the positive impact these additional funds will have on your organization’s work
Requesting that donors and volunteers search for their employer’s matching gift information using your matching gift search tool from Double the Donationa

2. Use hashtags on social media.

Your organization likely relies on social media as a core tenet of your digital marketing strategy. But do you have a plan in place to maximize your reach and engagement on key networking platforms?

Research indicates that incorporating hashtags in your posts goes a long way in terms of visibility, audience engagement, and more. A hashtag, which is essentially an octothorpe symbol followed by a key word or phrase, is a social media tool used to organize posts based on content topic. And including one or more in your postings can drive engagement by up to 100% compared to posts without hashtags.

In your next social media post about matching gifts for your organization, consider utilizing a few related hashtags and see how your audience responds. Here are a few examples you can use:

#match
#matchinggifts
#doubleyourdonation
#donationmatch
#amplifyingimpact
#[nonprofit name]matchinggifts
#getyourgiftmatched
#nonprofitmatching
#matchingdonations
#corporatematching
#doyoumatch
#doublethelove
#corporatephilanthropy
#employeegiving
#makeyourmatch

It’s also important to note that the way you use hashtags can and should vary depending on the social platforms you use. For example, studies show that Tweets with 1-2 hashtags see more than twice as much engagement as those without hashtags. But Tweets with more than two hashtags actually see a drop in engagement.

Meanwhile, the most-interacted-with Instagram posts typically include 11+ hashtags!

3. Prioritize video content.

According to content marketing research for nonprofits, video content is one of the most essential components of an optimized engagement plan. In fact, 66% of individuals find short-form videos to be the most engaging type of material published on social media.

Not to mention, of an organization’s audience…

Over 75% find videos useful when determining whether to give;
57% then go on to donate;
39% purposefully research the nonprofit within 24 hours of watching a video.

In the age of YouTube, Vimeo, TikTok, Snapchat, and more, video-sharing is becoming an increasingly integral part of nonprofit marketing. And when it comes to matching gifts, producing video content can play a critical role in informing and inspiring action among donors.

For example, check out this exemplary matching gift video that demonstrates the ease with which a donor can complete the process to amplify their impact on behalf of a cause they care about:

Once they had the video created, the organization opted to share the content on both its website and social media channels to further its reach.

Take a look at the Facebook post here:

Want to make your own video? Here’s a sample script you can use to get started:

“Increasing revenue with matching gifts isn’t too tricky, but we need our donors’ help. Last year we collected $[total revenue] worth of matching gifts. This year, we’d like to receive even more. We’ve set a goal to raise over $[revenue goal] from these programs by the end of the year. If we meet our goal, we’ll be able to [summary of your nonprofit mission and/or specific project or programming].

You can help us reach these goals by searching for your own match eligibility. Immediately assess your eligibility and gain access to detailed information about your employer’s corporate giving program. All you have to do is search our database of companies with matching gift programs. Click the link in the caption [to your organization’s dedicated matching gift page] to learn more.”

4. Explore artificial intelligence and technology for content creation.

A significant roadblock facing all sorts of nonprofits is a lack of time and effort dedicated to their marketing strategies⁠—especially when it comes to matching gifts. In fact, Nonprofits Source finds that over 80% of nonprofits report difficulty building strong workplace giving strategies due to limited staff and resources.

One unique and innovative solution? Artificial intelligence and smart technology.

AI-powered tools are currently sweeping the nation, particularly in regard to brands streamlining content creation while putting more time back into the hands of staff members. To provide some examples of how this can impact matching gifts, we tested a few artificial intelligence tools to see what they could come up with.

Here’s a sample social media caption written by one AI chatbot tool, ChatGPT (from the emojis to the hashtags and everything in between):

“Did you know that matching gifts can double or even triple your impact as a donor? 💰💸 Not only does this benefit your favorite nonprofit, but it also shows your employer’s commitment to supporting causes that matter to their employees. 🤝 Learn more about the power of matching gifts and how you can get involved to make a difference today!

#MatchingGifts #DoubleYourImpact #NonprofitImpact”

Not to mention, our very own 360MatchPro can help streamline donor communications while maintaining targeted and personalized efforts. With this tool, you can easily collect and track donor employment data, identify match-eligible donations, and trigger automated email follow-ups that drive more matching gifts to completion. And it can all take place without your fundraising team having to lift a finger!

5. Host a real-time Q&A online.

From the perspective of a donor who has never requested a matching gift, the entire process can seem a bit overwhelming. What your team can do, as the nonprofit they’re supporting, is make an effort to answer any questions your supporters may have.

And what better way to do so than with a real-time Q&A session? According to recent live-streaming research, real-time content generates 27% more watch time per viewer than on-demand video. Users like interacting with their favorite organizations, and doing so as a nonprofit can help facilitate deeper relationships with donors. In fact, 79% of marketers indicate that a more authentic interaction with their audience is a top benefit of live-streamed video.

While you’ll likely aim to answer a number of questions in any pre-recorded content you share, it can be hard to predict what exactly your donors will want to know. So let them tell you in real time. We recommend:

Sharing the date and time beforehand so supporters can plan accordingly;
Accepting matching gift Q&A submissions ahead of time through email or an online form on your site;
Encouraging live viewers to ask questions in real-time using the streaming site’s chat or comment functions;
Preparing your team with a number of in-depth resources on corporate matching gift programs (hint: check out our webinars, blog posts, and free eBooks here);
Posting your live-stream recording to your website and/or social media pages, so those who missed the real-time engagement can still savor the insights shared.

Today, most social media platforms offer some sort of live-streaming option⁠—including YouTube, Facebook, Instagram, TikTok, and even Twitter. So pick your favorite platform (ideally one that already sees a lot of user engagement with your nonprofit) and go live!

6. Consider influencers and peer advocates.

Influencer marketing and peer-to-peer fundraising are based on a shared principle: social proof. Social proof revolves around the psychological finding that people are more likely to assume the actions of others when making their decisions.

Luckily, you can use this idea in your next matching gifts campaign!

The first step in leveraging social proof for matching gifts involves locating a number of individuals who you’d like to promote matching gifts to your audience. When donors see other supporters participating in matching gift initiatives, it can be the inspiration they need to get involved themselves.

These so-called “influencers” might be someone closely associated with your nonprofit cause, such as:

Major donors to your organization
Well-known board members
Dedicated volunteers
Well-connected P2P fundraisers
Your nonprofit’s executive director, president, or CEO

Or, you might even be able to get a popular influencer (or micro-influencer) on board! For the best results, look for individuals who share a similar target audience to your nonprofit. Plus, existing connections to your organization or its mission can go a long way toward making that connection.

Regardless of who you choose to get involved, encourage these individuals to share information about gift-matching opportunities⁠—such as your new matching gift videos⁠—on their personal social media pages. Provide them with pre-made images, suggested captions, video scripts or outlines, and more, empowering champions to advocate for matching gifts and encourage others to get involved.

From there, your nonprofit can typically re-post the content to your own pages (depending on the platform or platforms used), furthering the reach of the posts.

7. Make the most of free advertising with Google Grants.

Another marketing strategy that you won’t want to overlook is paid search engine advertising. And don’t be alarmed by the word “paid,” either. Google offers nonprofits access to a generous in-kind grant in the form of free ad space (the equivalent of up to $10,000 per month), known as the Google Ad Grant.

Now, why should you promote matching gifts to your audience with the Google Grant? First of all, it’s a free marketing opportunity. Of course you want to make the most of it! Not to mention, research indicates that search advertisements (such as Google Ads) have the highest ROI for nonprofit paid advertising⁠—with an average value of $4.78 for every dollar.

When you participate in the Google Ad Grant, you essentially choose a page (or pages) and the keywords you’d like to advertise for. Then, when a donor or prospect searches the phrase (e.g., matching gifts for Cat Rescue Club), they’ll be met with your relevant sponsored content (i.e., your donation form, dedicated match page, ways to give page, blog article) at the top of the results page.

The Google Grant is a great way to increase visibility and expand the reach of your organization’s fundraising efforts. And when done well, it can drive more match-eligible donors through the giving⁠—and matching⁠—processes.

Ready to apply for the Google Grant? Check out this step-by-step guide from the experts at Getting Attention.

8. Keep up with shifting trends.

When it comes to getting donation-matching (or just about anything else) “trending” at your organization, it’s important that you have a solid understanding of current trends. After all, trends can change fairly quickly, along with the introduction and development of new technology, changing consumer⁠—and supporter⁠—preferences, and more.

And in order to get matching gifts trending effectively, there are a few key types of trends to consider as you craft your strategy. These include…

Marketing and engagement trends ⁠— Things like new social media platforms emerging, communications best practices (e.g., optimal number of hashtags per post), etc.
Workplace giving trends ⁠— Things like which companies offer matching gift programs (so far, it keeps trending upward!), new technology enabling innovative matching processes (i.e., auto-submission), and more

It ultimately boils down to this: just because something is a key trend today doesn’t mean it will necessarily be the same five years from now. So keep an eye out, make a note of any significant shifts you see, and reconvene with your marketing team on a regular basis.

And if you’re a Double the Donation user, we’ll always keep you up to date with the latest trends that our team is seeing! Check back with our blog, attend upcoming webinars, or explore our online Matching Gift Academy to stay at the forefront of matching gift innovation.

Next Steps

You’ve heard the tips⁠. Now, get started by implementing these tried-and-true practices in your own organization’s strategy.

Just remember: the more familiar your audience is with the idea of matching gifts, the more likely they are to partake in their employers’ programming. And the more funding you’ll ultimately receive from corporate philanthropy opportunities available to your cause.

Want to learn more? Explore additional resources and discover how you can double your organization’s fundraising impact with matching gifts:

Matching Gift Process | A Complete Step-by-Step Guide. Dive into a comprehensive overview of the corporate matching gifts process. Understanding what’s involved can lead to higher success rates and better outcomes for both donors and recipients.
Top Matching Gift Practices | Actionable Insights & Examples. Learn from and be inspired by some of the leading nonprofits’ matching gift strategies. Check out these top tips and practices from real-world organizations that you can incorporate into your own matching gift plan.
Winning Workplace Giving Strategies For Nonprofits. There’s more to workplace giving than just matching gifts, too! Expand your knowledge of other available workplace giving programs⁠—from corporate volunteer grants to annual fundraising campaigns and more.

Corporate and Foundation Relations: A Guide for Universities

June 4, 2024/in Fundraising Ideas, Learning Center /by Adam Weinger

From scholarships to research grants, universities need funding. Much university funding comes from individual donors, but corporations and foundations also play a key role in supporting higher education institutions.

Juggling relationships and grant proposals with multiple corporations and foundations for various university needs can quickly get complicated though. Not to mention, sourcing those funding opportunities can easily be a full-time job for multiple people!

This is where Corporate and Foundation Relations (CFR) offices come in. In this guide, we’ll break down what CFR is, why universities need CFR offices, and how to set their CFR office up for success.

What are corporate and foundation relations?

Many corporations and foundations offer grants that are applicable to universities. As such, universities seek out and maintain relationships with these organizations to secure funding opportunities, such as:

Research grants. Ongoing research projects can take months or even years to produce results. To keep your students and faculty’s work going strong, they may need research grants. While individual researchers may need to apply for these grants themselves, their university can put them in touch with or at least point them toward grant opportunities they are likely to win.

Work placements. Post-graduation plans are probably top of mind for many of your students, and universities with positive relationships with businesses can help their students get their foot in the door with their corporate partners. Along with work placements, this might take the form of yearly internships, spots at job fairs, and Q&A sessions with students.

Partnerships. Ongoing partnerships with corporations and foundations can provide funding for your university’s major projects or long-term operations. For example, a business might agree to fund the construction and upkeep of a new football stadium and request typical sponsorship perks, such as having its logo featured on signs around the stadium, in return.

While some of these funding opportunities are awarded on a merit basis—whether on the part of an individual student, the university, or a specific department—having a positive relationship with the grantmaking organization will almost always improve the odds of receiving support.

What do Corporate and Foundation Relations Offices do?

CFR offices help keep their universities funded by finding corporations and foundations and building relationships with them. By doing so, they help students and their university as a whole by:

Networking. When students need grant funding, only some will know where to look for these opportunities, let alone how to cultivate a relationship with the grantmakers. CFR offices work hard to establish networks of corporate and foundation partners they can then put students and faculty in contact with.
Negotiating opportunities. Negotiating grants and financial partnerships requires special skills, and CFR offices act as the intermediary between their universities, businesses, and foundations. Along with helping students and faculty find worthwhile funding opportunities, CFR offices also talk with businesses about what their university can offer them, whether it’s talented new employees or the positive reputation boost of supporting a higher education institution.
Securing funding. Only some foundations have work opportunities for students. Instead, they typically provide valuable grants. CFR offices help manage these grants and work with individual foundations to identify specific areas at the university or create new initiatives the grantmaking organization would want to fund.

Students and faculty can focus on research, career development, and university life while CFR offices put in the work to keep these activities funded. Corporate and foundation relationship networks don’t crop up overnight, and CFR offices keep these lines of communication open to benefit their universities and partners alike.

What tools and resources do Corporate and Foundation Relations Offices need?

With a complex web of connections to track, CFR offices employ various resources and specialized software solutions to stay organized, identify opportunities, and keep lines of communication open. Here are a few top tools and resources your university’s CFR office needs.

1. Cooperation with Other University Offices

CFR offices don’t act alone. To minimize confusion and create a cohesive experience for external partners and internal university members, CFR offices work with your university’s fundraising team, campus administrators, and faculty.

For example, a foundation may be interested in providing grant funding for research related to climate change. The CFR office would then need to reach out to various academic departments at your university to find programs and specific researchers whose work aligns with the foundation’s interests.

Or, the university’s fundraising team may secure a sponsorship with a business and then turn over communication to the CFR team that can facilitate funding for specific projects.

To encourage cooperation among university offices, ensure the heads of your university’s various offices understand what corporate and foundation relationships are and what your CFR office does. Additionally, improve your CFR office’s website to make it clear what the office’s purpose is, what opportunities they have available, and how various interested parties can get in touch with them. Here’s an example of Cornell University’s foundation partnerships page that checks all of these boxes:

2. A Reliable Network of Connections

CFR offices are valuable due to their extensive networks of corporate and foundation connections. These networks are built on mutually beneficial arrangements and trust agreements that can take years to cultivate. As such, your CFR office’s personnel are one of your university’s most important resources.

Some team members may bring in networks and relationships they’ve developed themselves, whereas others new to CFR work may still have extensive knowledge of grantmaking and corporate philanthropy.

Support your CFR office by finding new ways for them to connect and build stronger relationships with prospects. This might involve hosting events, having flexibility in what types of projects you’ll support, and investing in necessary prospect research tools.

3. Corporate and Foundation Research Tools

Many prospective corporate and foundation partners can be sourced through your CFR office’s network. However, to assess these prospects and discover new prospects, CFR offices can benefit from corporate and foundation research tools.

Specifically, two research tools you should consider investing in for your CFR office include:

Grant research tools. Many foundations do very little, if any, promotion for their grant opportunities. To find and create relationships with these organizations, CFR offices can leverage a grant research database. Look for databases that specialize in research grants for academics.
Corporate giving database. Some companies publicize their philanthropic activities, but tracking down the minute details can be a challenge. With corporate giving databases, CFR offices can discover companies’ giving histories to identify if they give to higher education institutions like your university.

Additionally, consider how other fundraising tools can help facilitate relationships with corporations and foundations. For example, your CFR office may help negotiate a matching gift challenge with a business wherein the business agrees to match all donations made within a certain period of time. To track this fundraiser and promote corporate matching gifts to your school’s donors even after the challenge, you may consider matching gift software.

More Resources for Universities

Corporations and foundations have the power to open doors for your university’s community. To connect with these partners, your CFR office needs support to pursue long-term, mutually beneficial relationships with funders. And your university can provide that help with the right tools, resources, and knowledge.

To expand your knowledge of the university fundraising space even further, explore these resources:

Get on the Path to Earning Grants: 10 Grant Research Tools. Grants are a core part of relationships with corporations and foundations. Discover grant opportunities and start connecting with funders.
Alumni Fundraising: A Complete Guide to Winning More Support. Alumni fundraising is essential for all higher education institutions. Learn how to connect with your students post-graduation in this complete guide.
10+ Higher Education Fundraising Conferences to Attend. The world of higher education fundraising is constantly advancing, and conferences are your go-to place for staying up to date with the latest trends. Explore these conferences and how they can help improve your fundraising expertise.

Types of event sponsorships

Understanding your event’s value

Using your data to identify prospective sponsors

Researching other potential companies

Crafting an irresistible sponsorship proposal

Making the sponsorship pitch

Building relationships and following up

Tracking and reporting on event outcomes

Next steps & additional resources

Start-of-year follow-ups

Matching Gift Month

Match Madness

Spring matching gift reminders

Summer matching gift reminders

Fall matching gift reminders

End-of-year matching gift follow-ups

Giving Tuesday matching gift outreach

Bonus: Affinity day/week/month messaging

Wrapping up & additional resources

What is social proof?

How to increase matching gifts with social proof

Sourcing matching gift facts & figures

Promoting matching gift donor testimonials

Encouraging social sharing of matching gift content

Incorporating matching in peer-to-peer fundraising

Highlighting matching companies supporting your efforts

Implementing public recognition for matching gifts

Case study: Phillips Exeter Academy’s Match Like Megan

About the Organization

Uncovering the Matching Gift Need

About the Campaign

Wrapping Up & Additional Resources

What is Matching Wednesday?

Following Up With #GivingTuesday Donors

1. Send a Personalized Matching Gift Reminder Follow-Up.

2. Educate Donors About the Ease and Benefits of Matching Gifts.

3. Establish a Sense of Doubled Impact.

Engaging Supporters Who Gave Earlier in the Year

1. Segment and Personalize Your Outreach.

2. Create a “Last Call for Matching Gifts” Campaign.

3. Provide a Simple, Step-by-Step Guide for Matching Gifts.

Best Practices for Matching Wednesday Success

Mention matching gifts leading up to and on Giving Tuesday, too.

Take a multi-channel approach to engaging donors.

Highlight matching gift success stories.

Invest in matching gift software before Matching Wednesday.

Share Matching Wednesday results and outcomes.

6 Sample #MatchingWednesday Promotions

Matching Wednesday Text Message

Matching Wednesday Email Template

Matching Wednesday Facebook Post

Matching Wednesday Instagram Post

Matching Wednesday LinkedIn Post

Matching Wednesday Twitter Post

Next Steps & Additional Giving Season Resources

1. Create a Payroll Giving page on your nonprofit website.

2. Incorporate payroll giving in your email marketing.

3. Promote payroll giving initiatives on social media.

4. Collect and leverage employment information in your outreach.

5. Consider donors already eligible for other workplace giving programs.

6. Collaborate with corporate partners to highlight the opportunity.

7. Offer exclusive incentives for payroll giving donors.

Wrapping Up & Additional Resources

What are Employee Volunteer Incentive Programs?

What are the most popular types of Employee Volunteer Incentives?

What benefits do Volunteer Incentive Programs offer?

For Nonprofits

For Companies

For Employees

What are some companies with standout Volunteer Incentive Programs?

Chipotle Mexican Grill

EY

Siemens

IBM

<img decoding="async" class="alignright wp-image-122977" src="https://doublethedonation.com/wp-content/uploads/2024/09/Infobip-logo.png" alt="Volunteer incentive program example: Infobip" width="200" height="181" />Infobip

Intel

Bank of America

Google

How can nonprofits maximize the impact of Volunteer Incentive Programs?

1. Promote Volunteer Incentive Programs to Volunteers

Infobip