As a fundraising leader, you may have put a lot of thought into how to market matching gifts before and during the donation process. For example, you might host a matching donation challenge and mention matching gifts as a way to increase the impact of donations. That’s great—doing so lays a solid foundation and begins increasing awareness about the opportunity. Not to mention, it allows your team to collect much-needed data points regarding your donors’ employing companies.
But for the donor, clicking submit or mailing a check often feels like the final step. And for this reason alone, many eligible matches go unclaimed—thus, resulting in available funds being left on the table.
The solution? Strategic follow-ups post-donation.
Getting in touch with donors after they complete their gifts allows you to remind individuals of matching gift programs at hand and encourage them to take the next steps to submit their matching donation requests. Plus, it provides a unique opportunity to retain your organization and its purpose at the forefront of supporters’ minds, reiterate your mission and vision and highlight key opportunities for furthering engagement.
And in this guide, we’ll share eight of the best ways to do so. These include the following:
Don’t let your organization’s matching gift opportunities fall through the cracks! Incorporating these follow-up methods enables your team to drive more corporate matches to completion, ultimately ensuring you get the biggest bang for your fundraising buck.
1. Educate your staff.
One of the first things you can do to easily raise your match submission rates among donors involves looking inward. In other words, make sure that, when it comes to matching gifts, your organization is cultivating a knowledgeable staff.
At the very least, every employee should understand:
The advantages of corporate matching gifts and key benefits for each party (i.e., your organization, its donors, matching companies, the overall community);
Your organization’s procedure for processing matching gifts.
When your team is equipped with a solid foundation of matching gift information and feels confident explaining the process, benefits, and more, you can work together to create an outreach strategy that is specific to your donor base. And don’t forget about volunteers, either!
We recommend hosting dedicated internal training sessions to cover all of the above information, providing in-depth resources for learning more, and incorporating matching gift information in team-wide onboarding going forward.
2. Share guidelines on the confirmation page.
Immediately following the donation process, many donors’ engagement levels remain high. That said, a nonprofit’s confirmation page or thank-you screen can be a valuable resource for promoting actionable next steps. In this case, it’s one of the best opportunities to begin actively encouraging individuals to submit their matching gifts.
When communicated effectively, match information on the confirmation screen can be positioned as a logical extension of the giving experience. And when you’ve collected employment information within the donation form, you can use the opportunity to provide company-specific eligibility criteria.
When available, this should include minimum and maximum match thresholds, corporate donation ratios, qualifying employees and nonprofits, submission deadlines, and more.
When available, this should include:
Minimum and maximum match thresholds (on average, between $34 and $3,728);
Corporate donation ratios (most typically 1:1, though some companies go lower, such as .5:1, or higher, such as 2, 3, or even 4:1);
Qualifying employees (full-time, part-time, retired, spouses);
Qualifying nonprofit mission types (education, community service, religious, etc.);
Submission deadlines (# of months post-donation, end of the calendar year, end of calendar year plus a grace period);
And more.
3. Link to request forms and next steps.
Each company that offers a matching gift program is able to establish its own submission process. These typically range from paper forms to online request portals. However, not all employers take a proactive approach to communicating the process to their employees. And many donors can be overwhelmed by a lack of direction—even if the experience itself is quick and easy.
Thus, you don’t want your donors to have to do a ton of research on their own to determine how to submit their matching gift. If that’s the case, they’re significantly more likely to abandon their potential match altogether.
In order to streamline the experience for your donors, providing direct links to the forms they need can go a long way. And if that information is unavailable, sharing contact information for a person or team at the company to reach out to can be helpful as well.
5. Send a follow-up email.
Looking to re-engage your donors after they leave your donation page? Send a quick email that specifically asks them to follow up and submit their matching gift requests.
Make sure to incorporate an explanation of matching gifts and the benefits they can bring to your organization. Plus, demonstrate the simplicity with which a donor can complete their request by walking them through the process.
Top tip — Send your follow-up email within 24 hours of receiving an individual donation in order to retain giving momentum. Matching gift emails sent within this time frame see a 53% open rate, which is more than 2-3 times higher than the average nonprofit open rate!
Here’s a sample:
“Dear Jody, thank you for your generous donation to the Cat Rescue Club. Did you know that your employer, Home Depot, will match your gift of $100 to our organization?
Matching gifts enable us to support twice as many furry friends. And it’s quick and easy for you to complete your match. Click here to log into your company’s matching gift request portal and submit your request.”
Even better, use Double the Donation’s 360MatchPro platform to trigger personalized outreach to donors. When individuals contribute to your cause, they are automatically triaged by match eligibility. Thus, they’re sent a targeted email that incorporates employer-specific program information. This typically includes the company’s minimum and maximum donation amounts, match ratios, and direct links to online forms.
Not to mention, emails can be sent from your organization’s domain and branded to match your colors, fonts, and overall styles. And when you leverage automation, you can ensure each donor receives timely and actionable follow-ups. No more worries about prospective matches slipping through the cracks, and it’s less legwork for your team to handle!
6. Pick up the phone.
To make your efforts really stand out, consider sorting through recent donations and identifying your top contributors. Then, call these donors to thank them for their gifts and encourage them to submit their matching gift requests.
Many donors would be happy to support your organization in this way, and taking the time to make a phone call demonstrates the importance of donation matches to your team.
Lack of donor awareness is one of the biggest hurdles to increasing matching gift revenue. If you’re able to briefly walk a donor through the process and provide them with the information they need, they’ll be more likely to complete their end of the matching gift request.
Feel free to use this sample phone script as a jumping-off point for your efforts: “Hi Jeff! It’s Anita from the Cat Rescue Club. We just wanted to call and let you know that we are so appreciative of your generous support for our mission. Because of you, we’re able to feed and care for more than 100 furry friends while they wait for their forever homes.
Did you know that tens of thousands of companies offer corporate matching gift programs where they agree to match employee donations to their favorite charitable causes? Our records indicate that your recent donation of $1,000 is likely eligible for a match from your employer, Apple! All it takes is to fill out a brief online form, which we can send directly to your email address on file for easy access.
Would you be willing to double your impact on our cause by submitting a matching donation request to your employer? Thanks again!”
7. Utilize snail mail.
Good old-fashioned postage is still a great way to touch base with your donors! Physical mailers can work as impactful calls to action that encourage donors to submit their matching gift requests.
This might include:
Letters (handwritten or printed)
Postcards
Direct mail inserts
Thank-you notes
Return envelopes
Many companies have very generous matching gift request submission deadlines. In fact, this window is often open between three months and over a year. This gives donors plenty of time to get their donations doubled—even when leveraging so-called snail mail to promote the opportunity.
And by sending tangible follow-ups to your supporters’ mailboxes (likely in tangent with alternative outreach as well), it can help your team break through the ever-increasing digital clutter. In order to keep your costs down, consider reserving direct mail marketing for your highest-value matching gift opportunities.
8. Incorporate SMS outreach.
Mobile outreach is becoming an increasingly popular method of communication for nonprofit fundraising. Consider incorporating this channel into your organization’s strategy as well. It’s a great way to reach your donors exactly where they are—wherever they are.
In fact, recent studies indicate that text message marketing boasts open rates of up to 98%, compared to only 20% open rates for emails. People tend to always have their cell phones on them, making SMS an effective outreach method, particularly for the on-the-go donor.
For the best results, matching gift text messaging should be short, sweet, and to the point—as compared to a follow-up email that may incorporate longer blocks of text. Inform or remind donors about matching gift opportunities and provide direct links to additional resources and next steps.
Interested in streamlining and elevating your text messaging efforts? Currently, automated matching gift text streams are available for 360MatchPro Enterprise clients to make use of!
Next Steps
The most effective way to encourage donors to submit their matching gift requests is to mention matching gifts as often as possible. Include corporate matching information in your acknowledgment letters, emails, text messages, and more. You can even integrate a more generalized approach by leveraging your website, social media posts, and regular newsletters, too.
The bottom line is that the more your donors hear about matching gift opportunities (and the widespread benefits that are involved), the more likely they are to take part when the time comes. And the more personalized your outreach, the better!
Ready to learn more? Dive into our other educational resources on matching gift tips and best practices:
Interested in learning more about encouraging donors to submit matching gift requests? Check out our immersive webinar on the topic!
https://doublethedonation.com/wp-content/uploads/2016/05/DTD_8-Ways-to-Encourage-Donors-to-Submit-Matching-Gift-Requests_Feature.png6001600Adam Weingerhttps://doublethedonation.com/wp-content/uploads/2022/03/logo-dtd.svgAdam Weinger2023-01-04 13:34:562023-12-15 18:09:138 Ways to Encourage Donors to Submit Employee Matching Gift Requests
The importance of donor engagement is no mystery to nonprofit leaders. Engaged donors are loyal to your organization, meaning they’re more likely to support your nonprofit long-term. These supporters provide reliable revenue, attend events, and promote your cause to those around them.
For donors to form strong connections that inspire continued support, your nonprofit will need an effective donor retention program.
A structured donor retention program, backed by the right strategies and software, can keep your supporters coming back for years or even decades to come. In this guide, we’ll explore everything you need to know about standardizing your nonprofit’s donor retention practices:
Returning donors are fundamental for a nonprofit’s success. However, nonprofits are likely to approach creating a donor retention program in numerous ways. Let’s start our deep dive into how to retain more donors by going over the fundamentals.
What are donor retention programs?
Donor retention refers to the rate at which a nonprofit’s donors continue to give after their first gift. Retained donors continue to give repeatedly over time and often participate in other activities the nonprofit offers, such as volunteering, attending events, or buying branded merchandise.
A donor retention program is the standardized process your organization follows for implementing donor retention strategies. Taking a wholly unique approach to relationship cultivation with each donor is not practical or even possible for most nonprofits. Donor retention programs provide set guidelines your nonprofit can follow for nearly every donor to encourage them to continue giving.
In order to engage first-time donors, donor retention programs should take into account their entire support journey. This timeline includes:
Before the donation. During initial contact, nonprofits should aim to inspire interest and an emotional connection to their cause. To pivot potential first-time donors to recurring supporters smoothly, nonprofits should consider emphasizing the importance of continued support in their outreach.
During the donation process. Many donors will decide whether they will offer recurring support while making a donation. Ensure the process is streamlined, and make becoming a recurring donor as easy as checking a box or pressing a button.
Donation confirmation. Confirm to donors that you successfully processed their gift. Follow up your initial confirmation and donation receipt delivery with a thank-you message within 48 hours of when the gift was made.
Follow-up. Stay in touch with new donors to stoke their interest in your nonprofit and encourage them to pursue other engagement opportunities. For example, you might invite them to subscribe to your newsletter, explore your website’s content, attend an event, or volunteer.
The next donation request. For supporters who did not opt into recurring donations, plan to ask for a follow-up donation after a reasonable amount of time has passed since their last donation. For supporters who choose to become recurring donors, continue engaging them and thanking them for each gift.
Additionally, a donor retention program also takes lapsed donors into account. These donors used to give regularly but have recently stopped. The recapture rate for lapsed donors is only 4%, which means it’s often more effective for nonprofits to proactively focus on identifying donors at risk of lapsing and re-engaging them rather than waiting until they’ve stopped giving to take action.
What are the benefits of a donor retention program?
It’s easy to get caught up in the drive to attract new donors. After all, nonprofits need to continually grow their donor bases to scale their programs and better serve their beneficiaries. Acquiring new donors is also often a long and resource-intensive process, with it taking about eight touchpoints on average to earn a conversion.
With such high costs, nonprofits can maximize their resources by earning recurring support from as many donors as possible. For example, if you attract five new donors who only give once, you have to pay the costs for attracting them five times. However, if you attract one new donor who gives five times, you only spend the resources to earn those five donations once.
Along with being cost-effective, a donor retention program also systemizes your supporter engagement strategy. With processes in place for how to thank, communicate with, and re-engage donors, you can act more quickly, remove indecision paralysis, and grow your donor base.
How to calculate donor retention rate
You can calculate your donor retention rate by dividing the number of donors who gave in a previous year by the number of donors who gave in the present year. Then, multiply the quotient by 100 to get a percentage.
For example, let’s say 500 donors gave to your nonprofit last year and 275 of them gave again this year. 275 returning donors divided by 500 previous donors, multiplied by 100, would give you a 55% donor retention rate. This statistic means that more than half of last year’s donors stayed involved, beating the nonprofit sector average of 42.6%!
After calculating your retention rate, determine what that rate means for your organization and what rate you’d like to achieve. For example, you might make the following determinations about different retention rates:
0%-25%: Your nonprofit may have a lower rate in its early stages when cause and brand awareness are low. In this stage, share compelling calls to action that encourage active supporters to continue engaging with your nonprofit and focus on building relationships, such as by creating an email welcome series introducing them to your nonprofit. If you’re seeing rates like these, and your organization is not newly established, this should be a wake-up call that it’s time to make changes and reassess your donor outreach strategy.
25%-50%: If your donor retention rate falls in the 25-50% range, you’re likely about at or just below that nonprofit industry average. Pay close attention to your donors to spot signs that they may be at risk of lapsing and reach out before that can happen.
50%-75%: This range of retention is on the higher end, and your nonprofit should feel proud of its ability to forge strong connections with supporters. Keep hosting your engagement activities, showing your appreciation, and building a positive community that keeps supporters invested in your cause.
Keep in mind that donors give for all sorts of reasons, and attaining a 100% retention rate is virtually impossible. For instance, if you run a peer-to-peer campaign, your nonprofit will likely get a burst of support from new donors who give to your cause because of a personal connection to one of your fundraisers. Most of these new supporters will be one-time donors, but their support for that specific campaign is still valuable.
Tools to help retain donors
You wouldn’t start cooking before making sure you have all the ingredients, and the same is true about starting a donor retention program. Consider what tools you’ll need to reach out to and build connections with donors. We recommend exploring the following software solutions.
Auto-submission
What’s better than receiving regular gifts from a donor? Receiving regular gifts that are then doubled without your supporters having to spend a penny more!
Matching gifts are contributions corporations make to nonprofits that supplement their employees’ gifts, usually at a dollar-per-dollar ratio. For instance, if a donor regularly gives just $25 monthly but qualifies for a matching gift program, their employer will give an additional $25, totaling $50 each month. Over the course of a year, that donor and their employer will donate $600 to your nonprofit, all while barely impacting the donor’s budget.
However, the matching gift request process does require donors to take extra steps after making their initial contribution, which can result in them deciding that pursuing a match isn’t worth the effort, especially if they have to do it every time they give.
Fortunately, with Double the Donation’s matching gift auto-submission tool, your donors will have drastically less work to request a match. Auto-submission technology lets supporters jump from step two in the matching gift process all the way to step seven:
The normal process goes something like this:
Donor makes a gift.
Donor determines their matching gift eligibility.
Donor searches for the necessary forms and guidelines.
Donor fills out a matching gift request.
Donor submits the request.
The company assesses the donor’s match request.
The company approves the donor’s matching gift application.
Your nonprofit receives the matching gift funds.
With auto-submission, donors are done as soon as they determine their matching gift eligibility and agree to use auto-submission. From there, the tool completes the form for them and sends it off to their employer. Interested in learning a bit more about just how auto-submission technology accomplishes this? Here’s a breakdown of our revolutionary new tool:
To get started with matching gift auto-submission, your nonprofit will need matching gift software. Currently, Double the Donation is proud to be the only matching gift vendor that offers this cutting-edge feature. Qualifying supporters will also need to work for a company that uses CSR software that integrates with Double the Donation. This means not all of your recurring donors can take advantage of auto-submission, but those who can will have the easiest matching experience of their lives.
eCards
Picture this: you make two donations, one to nonprofit A and one to nonprofit B.
Nonprofit B sends you a confirmation email, but you don’t hear from them again until they send another donation request a month later.
Nonprofit A sends a personalized thank-you message shortly after your confirmation email. Then, they get in touch to give you an update on the program you donated to support. The following week, they let you know about an upcoming event in your area where you can meet other supporters in your community. Finally, they send a request for another donation.
Which nonprofit’s follow-up donation request are you more likely to answer? Most would say nonprofit A because they showed appreciation, helped the donor understand their impact, and made an effort to get them involved in their community rather than just jumping straight to asking for more money.
To be like nonprofit A, you need to follow the first essential step of showing your appreciation. There are numerous ways to recognize your donors, and one technology-driven strategy combines timeliness with memorability: eCards.
eCards are digital greeting cards that allow you to send eye-catching messages to donors through email, text, and even social media. Here’s a breakdown of how to use eCards in your retention strategy:
Create branded eCards. Most eCard platforms will have basic templates you can use to start designing your cards, including image assets and fun fonts. To make your cards memorable, upload your brand images and any other graphic design elements you might want to include. Then, create a series of eCards you can send off to donors to thank them for their support, celebrate special occasions, invite them to events, or engage them in any other way you want.
Determine when they’ll get sent out. You can set your eCards to get sent off automatically in response to a trigger, like a supporter donating, or you can choose to send out an entire batch of eCards at once. For instance, you might send all of your donors an eCard around the holiday season to remind them to get their gifts in before the end of the year.
Continue sending cards. Don’t just send one eCard after a donor’s first gift! Continue designing and sending eCards throughout the year to keep your nonprofit fresh in your donors’ minds. You can even set up your donation process so supporters can send eCards to their friends and family after making a gift, spreading awareness of your nonprofit even further.
So just what does an eCard look like? eCards are fully customizable, which means they can look like just about anything! However, they’ll usually be a decorative postcard-like image next to a short but meaningful message. For example, consider this eCard created by the Maryland Food Bank:
To target your outreach, you’ll need organized donor data. Invest in a donor database to track important donor information, such as:
Contact information
Preferred method of communication
Giving and involvement history
Participation in other organizations
Employer information
Payment method preference
Properly managed data is the key to collecting and using this information. If you’re missing data, consider conducting a data append to find missing or updated information, such as birthdays and mailing addresses. As you update information, look out for duplicate entries or irrelevant details that are cluttering your database.
Even if you only have a few details about your donors, you can encourage them to continue giving in specific ways. For example, with only a donor’s contact information and giving history, you might notice they only give at in-person events. Send an email inviting that donor to your next in-person fundraiser for a higher chance of retaining them.
Donor retention program strategies
Once you’ve set a target retention goal and acquired the tools you need, it’s time to develop your program’s strategies. The right approach depends on your unique community of supporters, but some time-tested strategies include:
Identify at-risk donors.
The best way to combat donor lapse is to catch them before they’re gone. To do that, you need to understand why donors stop giving. Gather data about your lapsed donors to analyze patterns in their behavior before they stopped giving by:
Surveying lapsed donors. Most of your lapsed donors are gone, but a few of them might still be willing to answer a few questions about their decision. Ask straightforward questions, and be prepared for tough responses, such as not feeling appreciated, forgetting about your organization, or assuming your nonprofit doesn’t need their gifts anymore.
Analyzing engagement data. For most of your lapsed donors, the signs were likely there. For instance, many lapsed donors will stop opening your emails or engaging with your content weeks or even months in advance before they finally cancel their donations.
Considering external factors. Sometimes donors stop giving not because they no longer support your cause but because of outside factors. These can be as easily fixed as a recurring donor’s on-file credit card expiring or more troubling like supporters needing to tighten their budgets in times of economic downturn.
With this data, craft an at-risk donor strategy. For instance, if donors tend to drop during times of economic hardship, keep them engaged during the rough patch with non-giving related opportunities. Or, if a donor stops opening your emails, send them ones with subject lines that are likely to catch their attention by acknowledging the situation, like “It’s been a while since we’ve heard from you, [donor name]!”
Personalize communication.
Donors engage with nonprofits that offer activities that interest them. Of course, it’s unlikely that a single donor will want to engage with every activity your nonprofit has to offer. Personalize your outreach to share the opportunities that are the most relevant to each donor.
For instance, when promoting your planned giving program, younger donors and supporters new to your profit are unlikely to show much interest. Show your donors that you understand their individual preferences by tailoring the content you send to their interests.
You can better personalize your communication by dividing your donors into segments. Donor segments are groups of supporters who share relevant characteristics, and nonprofit CRMs often come equipped with segmentation features to simplify this process. For instance, you might divide your donors based on:
Location
Age
Gift size
Length of time giving to your organization
After determining your segments, create messaging strategies for each group. You can use email templates to help you get started, then use the information stored in your donor database to personalize each message even further by referencing donors’ names, past donation amounts, and engagement history.
Make opting into recurring donations easy.
The easiest way to retain supporters is to make giving automatic with a recurring donation program. Recurring donations are gifts donors make automatically, usually on a monthly basis. Since these gifts are deducted from donors’ bank accounts without needing any additional input from the supporter, they’re a simple set-it-and-forget-it method of donor retention.
Make joining your recurring donation program as easy as possible. You can do this by including a check box to make the gift recurring on your donation form. Or, offer suggested recurring donation amounts alongside higher suggested giving amounts for one-time donors to subtly push them toward becoming recurring supporters.
Recurring donations are lower than one-time donation amounts but add up over time. When donors see the low financial commitment of a recurring gift in comparison to higher one-time amounts, they may decide a recurring gift is the way to go.
Keep in mind that research shows that when offered a range of giving options, donors are most likely to choose the second lowest option. Additionally, always let donors enter a custom amount to give in case they want to give more or less than your suggested options.
Show your gratitude.
We’ve already discussed how you can use eCards to express your gratitude, but there’s even more you can do to show donors you care. For example, you could:
Send letters in the mail. eCards are an amazing piece of technology, but traditional mail still has its place in many nonprofits’ donor appreciation strategies. Write personalized donor thank-you letters your supporters will want to hold onto and send out fundraising appeals at strategic times of the year, such as the week before Giving Tuesday to remind supporters to send in their gifts.
Call donors. For donations above a certain amount, get on the phone, and give your donors a brief call. Write a script that volunteers can easily follow to knock out these calls, or go the extra mile and get your board members involved to make donors feel extra important.
Send gifts. Celebrate the donors who have been with you for years by sending physical gifts in the mail. For example, on a donor’s birthday, you might mail them a t-shirt branded to your organization, or you might put together a welcome package to new donors who gave over a certain amount to persuade them to stick around.
These ideas are just the beginning, but if you need more inspiration for how to thank your donors, there’s an easy solution: ask them. Send out a survey asking donors how they want to be recognized so you can be sure you’re showing your thanks in a way they’ll appreciate.
Promote non-giving engagement opportunities.
As discussed in our earlier example of nonprofits A and B, if your only communication with supporters is strictly about donations, donations are likely to go down. Give your supporters more opportunities to get involved with your cause that don’t require spending, like:
Volunteering. Invite your donors to take a more hands-on approach to supporting your mission by promoting volunteer opportunities. If your donors’ employers have a volunteer grant program, often called dollars-for-doers, they can fill out an application with their company and get their employer to donate to your nonprofit depending on how much they volunteered.
Attending events. If a donor makes friends with other supporters in your community, they’re more likely to continue engaging with your nonprofit. The easiest way to introduce donors to the rest of your community is to invite them to events, whether they’re in-person or online, formal or casual, or meant for appreciation, fundraising, or spreading awareness.
Exploring your content. Written a new blog post? Hosted a webinar or lecture about topics relevant to your cause? Or maybe you recorded a new video of your volunteers in action? Whatever your latest content is, let your supporters know about it. Giving them regular updates on your mission and inviting them to visit your website shows your community that your nonprofit is an active, dynamic organization that’s putting its donations to good use.
Not every donor will become a dedicated member of your community who wants to participate in extra opportunities. However, even for donors who are content to give quietly, seeing that your nonprofit does care about them beyond just cashing in their monthly gift is likely to make them think more highly of your nonprofit.
Conclusion and Additional Resources
After creating your retention program, keep testing and revising it as needed based on your donors’ changing needs. Track your donor retention rate to measure your progress, and get feedback from supporters to see how you can improve your program. Remember, donor retention is always ongoing, and the strategies that work today will need to adapt to keep up with your donor base five years from now.
For more information about revamping your strategy or expanding your audience, check out these additional resources:
Prospect Research: The Ultimate Guide for Nonprofits. In order to retain or engage donors, you have to know who to reach out to. Read this guide to learn more about expanding your audience and targeting your communications.
Donor Engagement: The Complete Guide + 9 Strategies. When donors enjoy their involvement in your organization, they’re more likely to stick around. Use the nine strategies in this guide to engage your donors more effectively.
15 Volunteer Statistics That Impact Your Nonprofit. Interested in engaging your supporters by offering volunteer opportunities? Stay up to date on the latest trends in volunteering with this statistical report.
https://doublethedonation.com/wp-content/uploads/2023/06/Double-the-Donation_Donor-retention-programs_feature.png10802900Adam Weingerhttps://doublethedonation.com/wp-content/uploads/2022/03/logo-dtd.svgAdam Weinger2023-01-01 16:24:032024-04-30 19:12:12How to Start A Donor Retention Program for Your Nonprofit
Every day, millions of people use Venmo to send and receive money from each other. Nonprofits receive money in the form of donations all the time, so of course, they also benefit from using Venmo!
While there isn’t a specific version of Venmo for nonprofits, organizations can still leverage regular Venmo accounts to effectively collect donations on the app. Venmo simplifies the fundraising process and allows nonprofits to reach a wider audience of supporters, including younger donors.
Whether you’re familiar with Venmo or not, we’ll make sure you understand how to use it effectively for your nonprofit.
At Double the Donation, we connect nonprofits with matching gift opportunities. We know how important it is to maximize your organization’s fundraising potential. Just like matching gifts, Venmo fundraising is another way to ensure that you’re collecting as many donations as possible. We’re happy to share this guide to Venmo for nonprofits to help you reach your fundraising goals and continue running your organization smoothly.
Follow along to learn how Venmo works, why your nonprofit should use it, and how you can leverage it to its fullest potential.
The Venmo for Nonprofits Basics
Let’s start with a basic definition of Venmo. Venmo is a peer-to-peer mobile payment service that allows people to request and accept funds from each other. Instead of using cash, checks, or direct bank transfers, Venmo securely deducts money from users’ bank accounts and sends it to the intended recipients. That way, transactions are easy and protective of your sensitive information.
Venmo is one of many payment processing apps, but it’s certainly one of the most popular options. Check out these statistics about Venmo’s size and scope:
Venmo has more than 83 million users.
Its largest user age group is 25-34-year-olds.
The app processed about $230 billion in payments in 2021.
Why do so many people rely on Venmo for their payment processing needs? For starters, it’s extremely simple to use. Once you link your bank account, debit card, or credit card to your account, all you have to do is find who you want to pay, type in the payment amount, and send it.
Another useful feature of Venmo is that you can keep money in your account to use in the future or transfer it to your bank account for safekeeping. For a combination of the two, you can input the amount you’d like to transfer and leave the rest in your account.
You might already use a more traditional payment processing platform like PayPal. While Venmo supports nonprofits in the same way PayPal does, it’s still an effective and secure fundraising method.
Advantages of Venmo Fundraising
People use Venmo all the time to pay their friends, family, and even some businesses. Making a Venmo account for your nonprofit changes the game for donations. Instead of going through the formal process of filling out your donation form, donors can now send you money just like they would for people they know. That way, the process is easy and familiar to donors.
Benefits for Donors
Venmo fundraising provides a whole new donation experience. Here are some of the key benefits the app offers to donors:
Ease of use. Since people are familiar with Venmo, using it for donations makes it easier for donors to lend their support. The app itself has a simple interface that new users can quickly pick up on. Instead of navigating to your donation page, donors now have the ability to donate to as many nonprofits as they would like all within the same app.
Reliability. Venmo is a reputable payment processing platform with ample encryption. They take care to protect your account information and monitor your account activity to thwart suspicious transactions. Using Venmo, donors can feel comfortable donating to their favorite causes without worrying about their information being compromised.
Smaller transactions. With an average transaction amount of around $60, Venmo invites donors of all giving capacities to contribute. People can feel comfortable giving $10, $100, or $1,000 through Venmo because of the nature of the app.
Donors will appreciate the opportunity to donate through a well-trusted, easy-to-use platform.
Benefits for Nonprofits
While Venmo is a great platform for prioritizing the donor experience, it also boasts many advantages for nonprofits that create an account, such as:
Affordability. Nonprofits are always looking for ways to keep their costs down. Venmo makes it easy because they don’t charge any monthly fees. They also don’t charge any fees for sending money with a linked bank account or debit card. When accepting donations, the associated fee is only 1.9% + $0.10. Other than that, the only other fees are for sending money with a credit card or initiating instant transfers to your bank account, both of which are optional.
Free publicity. One of the unique features of Venmo is that it functions like a social media app. You can add your friends and family to see their transactions and vice versa. This feature allows donors to show off their support for your cause and encourage others to do the same.
Stronger donor relationships. Since people use Venmo primarily with friends and family, they associate the app with people they know. Therefore, using Venmo to donate to your organization may help donors feel a more personal connection to your nonprofit. Additionally, nonprofits can comment on the donations they receive to thank donors and even start a conversation with them.
Using Venmo for nonprofits is a win for both donors and organizations accepting donations. The app is easy to use and invites donors to form a deeper connection to the causes they care about. Your nonprofit can obtain all the benefits we’ve discussed by simply setting up an account.
Creating Your Venmo for Nonprofits Account
Just as using the app is easy, creating your nonprofit’s Venmo account is even simpler. While Venmo doesn’t yet have a nonprofit account option, they are performing a private beta test for a select group of nonprofits, so nonprofit Venmo accounts could be coming soon.
For now, though, nonprofits can create regular accounts following these steps:
Download the Venmo app or visit the Venmo website.
Choose your sign-up method and create your password.
Verify your phone number and email address.
Add and verify your bank account.
Change your username and add a profile picture that represents your nonprofit.
It couldn’t be easier to create your account. As soon as your nonprofit sets up its Venmo account, you can spread the word to your donors so they can start taking advantage of your new fundraising method.
Promoting Your Nonprofit’s Venmo Account
Once you create your nonprofit’s Venmo account, the next step is to let your supporters know about it. Current donors will be excited about this new and easy way to donate, and prospective donors may be more enticed to start giving with this option.
There are several ways that you can tell your donors about your new capacity for Venmo fundraising. Check out some of our ideas:
Create a Venmo donation tutorial. It’s safe to assume that many of your supporters know how Venmo works, but not all of them. Help them out by filming a video tutorial that teaches donors how to set up their own Venmo account and how they can use it to donate to your cause. Post the video on your website and social media to spread the word.
Link your Venmo account to your social media. Speaking of social media, it’s one of the most powerful tools for communicating with your supporters. Create a post introducing the concept of Venmo donations and provide a link to your account in your bio. Additionally, include your Venmo username in all email newsletters alongside your other social media profiles.
Share your Venmo QR code. Venmo provides each account with a unique QR code, making it easier to find the Venmo account you’re looking for. You can post your nonprofit’s QR code on social media, include it in email newsletters, and print physical copies to hand out at events.
Indicate Venmo as an option on your donation page. You likely feature a donation form on your nonprofit’s website. However, telling visitors on this page that Venmo is another option for donations can allow people to decide which method they prefer and donate accordingly.
Your supporters will be thrilled to hear that your nonprofit is making strides to create a seamless donor experience with Venmo. However, there are extra steps your organization can take to strengthen relationships with your supporters through the app.
Connecting with Donors Through Venmo Fundraising
Venmo presents a unique opportunity to build relationships with your donors when they lend you their support. While the format of the app itself allows you to interact with others like on other social media platforms, there are additional ways your organization can intentionally connect with donors on Venmo.
Ask for small donations.
Of course, large donations are always appreciated, but every donation counts. Considering that Venmo has a younger audience, you might be better off encouraging smaller donations. That way, you can acquire new donors who never would’ve considered donating before through more traditional methods.
Try asking your nonprofit’s social media followers to direct message your organization with their Venmo username and how much they’re willing to donate. Then, you can send them a request for that amount so that they won’t forget.
Respond to each donor.
It’s important to show your appreciation for your donors. Venmo makes it easy by allowing you to like and comment on Venmo transactions. Use it as an opportunity to thank donors and maybe even start a conversation about your cause.
You can ask donors why they chose to donate to learn more about them. Then, feature the best answers on your social media with their permission. This way, you can show others why your donors feel compelled to support your organization.
Know your audience.
Younger generations dominate Venmo, so it’s important to keep that in mind when running your account. Make your responses fun by using emojis and GIFs that Venmo provides.
You also might want to select certain donors and give them a shoutout on your social media. Younger donors will love being recognized for their fundraising efforts.
Incentivize donations.
A little healthy competition can make donating more fun. Plus, you’ll raise even more for your cause. Try hosting a fundraising competition by splitting supporters into teams. You can let people form their own teams, create teams based on demographic factors, or choose groups randomly.
Each team will compete for who can raise the most money. Give the winning team a prize such as a social media shoutout, gift cards, or free branded merchandise. Turning donating into a game will encourage more people to join in on the fun.
Bear in mind that this serves as a form of peer-to-peer fundraising, and some employers will match the amount their employees raise for an organization. Promote the opportunity to incentivize participation and drive greater fundraising results!
Encourage more Venmo donations with matching gifts.
Matching gifts allow you to double or even triple the amount you earn for your organization. Plus, donors will feel good knowing they had an even larger impact on your organization than they anticipated.
Using employer appends, you can determine which of your donors’ employers have matching gift programs. Then, you can reach out to those donors letting them know that their employers will match their donations to your nonprofit, even those made through Venmo. That way, you can maximize your fundraising potential and highlight Venmo as a viable donation platform.
With Venmo, you can really get to know your donors, make the donation process fun, and raise more for your cause.
Additional Resources
Nonprofits are always looking for ways to increase their donations. While most typically search for new ways to promote their organization as a whole, why not try out a different fundraising platform altogether?
Using Venmo for nonprofits is the best way to encourage donations by connecting with younger supporters on an app they already use regularly. For Venmo users, donating to your cause can become just another part of their Venmo routine alongside splitting checks and paying rent.
Once you’ve set up your nonprofit’s Venmo account, you might start looking for new ways to maximize your fundraising potential. Matching gifts allow you to gain the support of your donors’ employers. With your new Venmo donations rolling in, you’ll want to check out these resources to see how you can double or even triple them:
Top Matching Gift Companies. This resource lists out the most philanthropic companies so you can see which of your donors’ employers can lend the most support.
https://doublethedonation.com/wp-content/uploads/2022/07/Venmo-for-Nonprofits_Feature.jpg3801000Adam Weingerhttps://doublethedonation.com/wp-content/uploads/2022/03/logo-dtd.svgAdam Weinger2022-08-03 11:00:322023-09-20 18:44:53How Venmo for Nonprofits Can Help Organizations Raise More
Every fundraiser aims to meet essentially the same goal: to raise money and awareness for your cause while connecting with supporters. When it comes down to the details, some fundraising methods will meet your needs better than others. If you’re looking for a lot of support, a big audience, and the opportunity to expand your support system, crowdfunding is the way to go.
However, there’s a lot of uncertainty surrounding the how-tos and best practices of crowdfunding for nonprofits. In this guide, we aim to increase knowledge that drives successful campaigns.
Specifically, we’ll walk through the following frequently asked questions:
In the end, you should have a solid understanding of nonprofit crowdfunding and feel prepared to lead your team in the right direction.
Ready to get started? Let’s dive in.
What is crowdfunding?
Crowdfunding is a type of crowdsourcing that collects goods or services from a large group for an individual or organization. In terms of nonprofit fundraising, crowdfunding is a unique method that typically collects small (or mid-sized) donations from a large group of people, usually over the internet.
Though it can raise money for just about anything, crowdfunding is often used to collect funds for specific projects before a preset deadline—and expand support for your cause through the power of urgency and online convenience.
How does crowdfunding differ from peer-to-peer fundraising?
Crowdfunding and peer-to-peer fundraising each rely on social sharing in order to reach a community-focused network of supporters. The main difference, however, is that crowdfunding for nonprofits typically involves a single online campaign page hosted on a crowdfunding site.
P2P fundraising, on the other hand, equips each fundraiser with their own personalized fundraising page, each collecting funds for a common goal.
How does nonprofit crowdfunding differ from individual crowdfunding?
Although crowdfunding for nonprofits and crowdfunding for individuals may share many similarities, there are a few key differences between the two ideas.
For one, nonprofit fundraisers offer a unique incentive for giving: tax exemption! Registered 501(c)(3) organizations receive tax-exempt status from the U.S. government, which means donations made to the nonprofits can reduce donors’ taxable income when it’s time to file.
Additionally, nonprofit crowdfunding efforts are generally held to a higher level of accountability than individual fundraisers. When a nonprofit indicates that they’ll use the funding collected for Purpose A, they’re typically required to follow through with doing so. As a result, supporters may be more trusting of crowdfunding campaigns benefiting verified nonprofit causes.
In this guide, we’ll focus primarily on nonprofit crowdfunding. However, the tips and tricks shared may be beneficial to individual fundraisers as well.
What are common uses of crowdfunding for nonprofits?
Nonprofit crowdfunding can be used to collect funds for just about anything that aligns with the organization’s overarching mission.
Though the fundraising need can vary dramatically depending on the fundraising organization, we’ve compiled a list of ideas for which a nonprofit may enlist the help of a crowdfunding campaign:
Natural disaster relief
Other crisis or emergency aid
Research funding
Educational programs
Upcoming events
New programming or projects
Supply or equipment purchases
Social justice initiatives
Environmental conservation
Sports and recreation activities
Healthcare treatment and support
Animal welfare
Advocacy efforts
Capital campaigns
Annual funds
General fundraising
The opportunities really are endless!
For even more ideas, consider browsing a few popular crowdfunding websites to see what other organizations (particularly those with similar missions to your own) are doing.
What are the benefits of crowdfunding for nonprofits?
Crowdfunding is a powerful fundraising method that brings fundamental advantages to nonprofits organizing the campaigns—not to mention the audience that benefits from the project or program being fulfilled.
As you explore possible reasons to host a crowdfunding initiative, here are a few key reasons to consider:
Raising money quickly
Crowdfunding is one of the fastest ways for nonprofit groups to raise money for a project, need, or cause. When promoted strategically via social media, email, and word of mouth (more on that below), a crowdfunding campaign has the potential to reach hundreds, if not thousands, of people. Some campaigns even go viral—and vastly exceed their goals.
Spreading awareness
Crowdfunding campaigns that seek to raise money for a cause can also help shine a light on that particular issue. For example, an organization raising funds to fight a rare illness may also find that the campaign educates people about that condition, not to mention its treatments and symptoms. The same scenario can occur for crowdfunding pages highlighting social, economic, or political injustices. Campaign creators not only raise money, but they also educate their peers about the overarching issue behind the financial need.
Expanding new donor reach
Because of their social focus, crowdfunding efforts can also be an excellent way to engage with first-time donors. Supporters might locate your campaign page through a friend or family member, then choose to get involved. From there, the organization has an opportunity to develop an ongoing relationship and keep them coming back to support your efforts time and time again.
Bringing people together
By its very nature, crowdfunding brings people together and unites them with a common purpose. Individuals can band closely to support a nonprofit cause by contributing to its crowdfunding campaign. When people see their peers supporting a charitable mission online, social proof determines they’ll be more likely to contribute as well. And when the fundraiser reaches a milestone or hits its goal, the entire community is able to celebrate—and feel good knowing that they played a role in the organization’s mission success.
How much does it cost to launch a nonprofit crowdfunding campaign?
The fees for nonprofit crowdfunding can vary greatly depending on the platform you choose. While kicking off a campaign is generally free of cost, it’s important to be mindful of other expenses that may arise.
This would include any platform fees, campaign set-up fees, payment processing fees, and more. It’s also worth noting whether the pricing structure involves a fixed price, a percentage of funds raised, or some combination of each.
Many fundraising sites even offer a decreased pricing scale for registered nonprofit organizations. Not to mention, there may be an option for donors to cover their own processing fees by supplementing their initial donation amount. In such cases, your organization may be able to collect up to 100% of the contributions.
How do you start crowdfunding?
Every campaign will be different depending on your cause, goal, and timeline. Keep those factors in mind while you’re planning, and follow these general steps to get started:
1. Set your goal and deadline.
In any fundraising campaign, it’s important to be straightforward. Transparency proves that your cause can be supported and also helps inform your supporters about when and how to donate.
Having a specific goal and deadline can also help you manage your time as you plan the rest of your campaign. Specifying a goal, like raising money for supplies or funding repairs to your facility, will motivate supporters to give and create a sense of urgency for the fundraiser. Urgency can also be highlighted by a deadline since this gives supporters a clear picture of how far away you are from your goal—in terms of both time and funding.
2. Plan your campaign.
Decide how you want to promote your cause before actually announcing your campaign. This gives you an opportunity to establish a detailed plan for fundraising before you solicit support.
Crowdfunding thrives on social media’s timeliness and ease of use, so focus your efforts on those platforms. Hosting a small event might also be helpful as long as you have the time and resources to plan and promote one. For larger crowdfunding campaigns, tiers of donation amounts with small perks can be an effective way to incentivize giving.
Some campaign methods might not make sense for your fundraiser, and that’s okay. Choose what works best for your goals, needs, and timeline.
3. Choose a crowdfunding service.
If you’re looking to launch a crowdfunding effort, one of the most essential first steps is selecting the fundraising website through which you’ll host your campaign. After all, this is the interface that your donors will be directly interacting with in order to support your cause.
Lucky for you, there are a ton of excellent options to choose from that may be a great fit for your upcoming project or expense. But how will you know which one offers exactly what you need?
You’ll want to start by comparing third-party crowdfunding platforms. Be sure to select the solution with the features, user experience, fees, and payout models that best align with your organization’s overarching goals and priorities. Then, make your selection!
4. Launch a crowdfunding page.
Once you’ve established which platform to use for your campaign, it’s time to set up and launch your online fundraiser. Make sure to populate your campaign page with your goal, some images, and other helpful details. Then, begin linking to it in promotions and social media posts.
Since your nonprofit website is the go-to source for information about your organization, be sure to include details about your campaign there, as well. Write about the purpose of your fundraiser, including information about events and goals throughout the campaign. Make sure your crowdfunding page is clearly linked from your site, too.
5. Tie in matching gifts.
Did you know that you can substantially increase the potential of your upcoming crowdfunding campaign? Be sure to integrate corporate matching gifts into your overall crowdfunding efforts to do so.
Millions within the workforce—and even some retirees—qualify for matching gift programs through their employing companies. However, the vast majority of these individuals have never been made aware of the programs’ existence. And as a result, more than $4 to $7 billion in available matching funds go unclaimed by eligible donors each year.
So think ahead! Promote matching gift opportunities throughout the entirety of your crowdfunding initiative. Take a proactive approach to inform supporters about matching gifts. You won’t regret it—and the resulting impact will be huge.
6. Promote your campaign.
Once you’ve announced your fundraiser and have begun accepting donations, you’ll need to market your campaign to get your audience giving. Drive engagement by posting your campaign on all social media platforms, reaching out to people already associated with your organization, and encouraging people to tell their friends.
Plus, be sure to tell your existing supporters about the campaign and encourage them to get involved—whether by contributing themselves or sharing the link online!
7. Update your supporters.
Keep your supporters updated regularly, so they stay invested in your crowdfunding campaign—and your overall cause. Donors will appreciate updates on your work, and others in your network may feel increasingly motivated to give after seeing a progress report.
For example, providing followers with the exact amount of funding raised can illustrate the power of someone’s donation. This is especially true as you approach your goal and need only a few more donations to reach it.
How do you market a crowdfunding campaign?
After building the framework of your crowdfunding initiative, your top priority should be marketing your campaign.
Ultimately, crowdfunding efforts depend on effective communication to spread the word about your ongoing fundraiser. Without strategic promotions, your audience won’t know how to contribute to your campaign—or even that you’re hosting a campaign in the first place.
Try these recommended tools and methods for reaching out to your target audience and highlighting your crowdfunding fundraiser:
Social media: Introduce your campaign on social media to capitalize on the sharing power of the platform. Publish content across your platforms and use tools that allow users to link to giving pages on their profiles. Consider posting at key points of the day when social media traffic is high, and use a hashtag to increase visibility and engagement.
Email: Supplement your social media promotions with direct email blasts about your campaign and upcoming deadlines. However, you’ll likely want to use email to support your promotions rather than as a primary source of marketing efforts when it comes to crowdfunding.
Gatherings: Host small gatherings throughout your campaign. You might celebrate with a launch party, midpoint gathering, and final celebration. For in-person events, a donation station with a laptop or tablet displaying the campaign can encourage donations. Plus, displaying a QR code that leads to your giving page can go a long way!
Giving incentives: Offer donors something small in return for donations. Encourage larger gifts by offering a big prize once an overall goal is achieved.
Peer-to-peer: Incorporate peer-to-peer tactics to encourage supporters to share your crowdfunding page. When your campaign is complete, leverage the powerful network you’ve created to launch a future social fundraiser.
No matter how you choose to get the word out, your primary focus should be expanding your outreach and keeping donors connected.
What happens if my organization doesn’t reach our crowdfunding goal?
Picture this: You set your crowdfunding deadline at the beginning of your campaign, and it ultimately creeps up sooner than you anticipated. You’re still short of your overall fundraising goal when the time is up. What now?
Though it’s not the intended outcome for any fundraiser, it’s an important question to ask.
In the overall crowdfunding market, there are two types of campaigns: “all or nothing” fundraisers and “keep it all” fundraisers. In an “all or nothing” campaign, the individual or group behind the effort can collect pledged funding only if the fundraiser is successful in meeting its goal.
Generally speaking, however, the most popular nonprofit crowdfunding providers are going to skew toward the “keep it all” funding structure. This means that you’d walk away with whatever funding your donors had contributed despite not reaching your goal.
However, we recommend double-checking the terms provided by your crowdfunding site (or prospective platform) to ensure your team receives the funds regardless of your fundraising total.
What are some crowdfunding best practices for success?
Optimize your campaign! Check out these tried-and-true fundraising tips to bring your nonprofit’s crowdfunding efforts to the next level.
Perfect your pitch.
When fundraising for a nonprofit, it’s essential to perfect your pitch. Be sure to write an engaging and honest story explaining the scope of the organization’s cause and its impact on the community. Avoid information overload, but include the two most important topics: your nonprofit and the cause it supports. Plus, incorporating testimonials from those affected by your organization can help donors understand the impact they can make.
Give a glimpse.
Adding photos and videos to your crowdfunding campaign can help donors understand the organization’s cause and connect with it on a personal level. Showcasing a positive outlook and determination can encourage donors to support the cause. It’s important to attach a face to the cause so donors can make a deeper connection with your nonprofit’s mission.
Extend your reach.
Consider reaching out to local businesses and organizations that may be interested in partnering to support your nonprofit crowdfunding campaign. Ask if they would consider matching donations with a one-off matching gift program or perhaps donating space to host a fundraising event.
Promote giving levels.
One of the best ways to encourage larger donations—and reiterate the impact of an individual’s contribution—is by incorporating concrete giving levels. We recommend tying each level to a tangible use of the funding to help contextualize donations. For example, let’s say a $10 gift feeds a family of four for a day, while a gift of $100 equips that family with nutritious food supplies for the whole month.
Offer incentives.
Crowdfunding also goes hand in hand with product fundraising—and tying the two together can produce excellent results. For your next fundraiser, you might offer exclusive incentives for donors who hit certain giving levels, such as a t-shirt, hat, or something else entirely.
Make the most of workplace giving.
Workplace giving programs are a key form of corporate philanthropy that you don’t want to overlook. Employee matching gifts are one of the most popular examples—which we’ll explore further below—but it can also include efforts such as volunteer grants, employee giving stipends, in-kind donations, and more. Keep in mind that your supporters can be some of your biggest advocates when it comes to workplace giving, so encourage donors to look into the kinds of programs that their employers offer!
How do crowdfunding and matching gifts work together?
Corporate matching gifts can be one of the most effective ways to amplify the impact of your crowdfunding campaign and bring your overall fundraising to new heights.
According to recent matching gift research, more than 26 million individuals work for companies that match employee gifts to charitable causes. And the availability (and knowledge) of corporate matching results in increased donor conversion rates and larger donation amounts.
In fact, 84% of survey participants say they’re more likely to donate if a match is offered, and 1 in 3 donors would give a larger gift if matching is applied to their donation. All in all, this leads to a 71% increase in response rate and a 51% increase in average gift size when donation matching is offered.
So if you want to maximize giving for your upcoming crowdfunding campaign, make sure you don’t overlook the opportunities presented by matching gifts. We recommend:
Promoting matching gift information to donors (many qualifying employees have no idea that their companies offer such programs);
Collecting donor employment data to uncover eligible matching gifts;
Following up with donors after they give to provide company-specific match program guidelines and next steps;
The simpler you make matching gifts for your donors, the more likely they are to participate. And as a result, the more your crowdfunding efforts will benefit!
What are some nonprofit crowdfunding campaigns to be inspired by?
If you’re looking for examples of real crowdfunding campaigns hosted by (or benefiting) nonprofits like yours, you’ve come to the right place.
Check out the following success stories—and make a note of the most impactful elements.
Still live at the time of posting, this ongoing campaign is raising funds for a middle school’s musical theater department ahead of an upcoming performance.
Here’s what this campaign does well:
Shares a number of photos of students involved in the production, effectively associating a lot of real faces with the cause;
Provides an in-depth background for the fundraising need, including funding for sets, costumes, and technical equipment;
Incentivizes giving by ensuring individual donors and business sponsors that contributions made to the fundraiser are tax-deductible.
Here’s an example of a crowdfunding campaign benefiting the Leukemia & Lymphoma Society, hosted by a dedicated supporter of the organization.
Here’s what this campaign does well:
Empowers supporters to fundraise on behalf of their favorite nonprofits, offering easy ways to share their own personal connections to the cause;
Verifies that the funds raised are going directly to a registered nonprofit group (and even provides the EIN for the organization, making matching gifts easy!);
Surpasses its original fundraising goal by nearly $2,000, ultimately raising around 379% of the initial target.
Crowdfunding efforts can also be used to collect funding needed to start a nonprofit—and that’s exactly what this group did! Though it appears that they fell short of their initial fundraising goal, they were able to raise more than $1,000, which was then used to kickstart the organization.
Here’s what this campaign does well:
Provides tangible giving levels that correspond to real impact, ultimately encouraging supporters to increase their donations;
Showcases the organization’s overarching goals, mission, and vision;
Encourages community through easy social sharing options, an embedded campaign wall with fundraising updates and messages from supporters, and more.
One California-based nonprofit is celebrating its 10-year anniversary with a crowdfunding campaign. And in only seven days, the organization collected nearly $1,500 for its cause!
Here’s what this campaign does well:
Provides a comprehensive overview of the organization’s history and growth since its inception over a decade ago;
Utilizes special edition apparel and other swag to drive giving at different levels;
Shares fundraising milestone updates on the crowdfunding page to celebrate success and encourage continuous support.
Crowdfunding results will vary depending on the organization hosting the fundraiser, its audience, and more. Keep in mind, though, that Nonprofits Source estimates that the average nonprofit crowdfunding campaign raises around $9,237.55.
How can you thank crowdfunding supporters?
After an individual contributes to a crowdfunding campaign, your organization has an opportunity to begin stewarding them into a long-term supporter of your cause. Not only that but thanking donors for their support is just the right thing to do!
That said, in your acknowledgments, be sure that you:
Address individuals by name (i.e., “Thanks, Chad!” vs. “Thanks, donor!”);
Thank donors for their specific gifts (“Thanks for your generous $100 donation to our campaign!” rather than “Thanks for giving!”);
Provide additional context for the tangible impact made possible through a donor’s gift (“Your gift empowers us to offer much-needed school supplies for students in low-income areas.”);
Share ongoing ways that supporters can stay involved with your nonprofit (request a matching gift, sign up for a newsletter, connect with your organization on social media, etc.).
If you’re looking for a unique and engaging way to wrap up your crowdfunding effort, we recommend exploring an eCard campaign. By employing a dedicated digital greeting card software, you can easily send creative thank-you notes online.
Check out these examples from one nonprofit, Youth For Understanding:
In a world where you’re constantly fighting to break through the clutter, fun online greeting cards can be an excellent (and low-cost) way to get your message to stand out.
Crowdfunding is a powerful tool that can help nonprofits raise funds and awareness for their various causes. By integrating the reach of social media and the convenience of online giving, nonprofits can tap into a widespread and diverse donor base to drive support.
In order to maximize giving, it’s important to note that many companies offer matching gift programs, which can double or even triple the impact of a donor’s contribution to your efforts. Take the time to educate and promote the opportunities to supporters, and see how donation-matching can bring your next crowdfunding campaign to new heights.
Keep learning! Browse these additional recommended resources to dive deeper into top nonprofit fundraising practices:
Nonprofit Basics – Learn more about nonprofit management essentials by exploring our other expert resources. This includes handy guides on topics like cause marketing, Google Ad grants, corporate sponsorships, and graphic design.
Digital Marketing – Understand the basics of digital marketing for nonprofits with this fundamental overview. Explore key components of nonprofit digital marketing, what makes mission-driven marketing unique, and more.
A Crowdfunding Guide – Check out more crowdfunding best practices to set your organization up for maximal success. Read this guide to nonprofit crowdfunding and starting your own crowdfunding campaign.
https://doublethedonation.com/wp-content/uploads/2022/06/Double-the-Donation_Crowd-101_Nonprofit-Basics-_-Crowdfunding_Feature.jpg6081602Adam Weingerhttps://doublethedonation.com/wp-content/uploads/2022/03/logo-dtd.svgAdam Weinger2022-06-27 13:26:522023-04-11 20:08:09Nonprofit Ultimate Guide | What to Know About Crowdfunding
As one of the most popular forms of corporate philanthropy, matching gifts are on the rise. This CSR tactic provides an easy way for organizations like yours to double incoming donations. However, many organizations are not taking full advantage of matching gifts—largely due to a lack of understanding (among donors and staff alike) about the prevalence of the offering and the simplicity of the matching gift process.
Though it can vary based on specific companies and organizations, the basic matching gift process follows these key steps:
Note: In this guide, we’ll dive deep into the traditional matching gift fundraising process. Keep in mind, though, that if a company was not prepared to launch a broadly accessible matching gift program or an organization sought a more personalized partnership with a business in its network, there’s another opportunity: custom matching gifts.
In the case of a custom matching gift program (also referred to as “one-off” or “unique” matching gift initiatives), a corporation commits to matching employee gifts to a single nonprofit cause. However, it’s important to note that the processes involved in establishing, marketing, and disbursing funding through these alternative programs tend to differ. If you’re looking to pursue a custom matching gift partnership, we recommend checking out our complete guide to custom matching gift programs here.
*While 360MatchPro offers custom matching gift management functionality, this feature is designed specifically for fundraisers looking to manage custom matching gift initiatives—360MatchPro does not work directly with corporations. If you’re a company interested in creating a matching gift program, contact us, and we’ll share information about our corporate vendor partners.
Now, without further ado, let’s start at the beginning of the standard matching gift process.
Step 1: An individual donates to a nonprofit.
The first step in the matching gift process occurs when an individual makes a personal donation to an organization. This is a prerequisite for the gift-matching initiative, and it’s essentially what kicks off the rest of the procedure. After all, you can’t match a gift without a gift to match!
Luckily, there are tons of ways for individual donors to support their favorite causes. Depending on the companies the donors work for, different giving types may be eligible for matching gift program participation.
For example, an individual may give via a cash donation, online giving page, peer-to-peer campaign, direct mail, event contribution, and more. Meanwhile, some companies enable employees to give matchable donations through their CSR platform. And others will even match gifts of securities, such as stocks and mutual funds!
Here’s how the matching gift process can begin using an online donation form.
According to matching gift research on the topic, “The more options an employee has to give and to get their gift matched, the more likely they are to utilize available company matching opportunities.”
Step 2: Their matching gift eligibility is determined.
Unfortunately, not every donation made to a charitable organization is going to be match-eligible. Not only do donors need to work for participating companies to qualify for corporate gift matches, but the donations themselves must also meet certain criteria in order to be approved. Thus, after a donor submits their personal donation, it’s time to determine whether that gift will be matchable.
In order to do so, you’ll need to compare the recently contributed gift against the donor’s employer’s matching gift guidelines. These should include:
Types of qualifying employees
Types of qualifying nonprofit causes
Minimum and maximum match amounts
Match submission deadlines
Matching gift ratios
Though some donors may go into the process fully aware of their matching gift eligibility status (for example, if their employer had previously promoted the opportunity to its staff), many will not know whether their company even offers such a program. That’s why more and more organizations are choosing to incorporate matching gift promotions immediately following the giving experience—including on the donation confirmation page, follow-up emails, and more.
Luckily, top matching gift tools (that include access to a comprehensive matching gift database) should provide your donors with access to employers’ matching gift guidelines as well as links to company-specific match request forms. This will enable users to determine matching gift eligibility in just a few clicks.
A quick search using a matching gift database tool can provide detailed eligibility data.
Step 3: The individual submits a matching gift request.
Each matching gift an organization receives is the direct result of a matching gift request from a donor to their employer. And though the online submission process can vary by company, the traditional request process typically involves the following steps:
1. An employee logs into the company’s matching gift submission website.
While some employers develop their own matching gift submission process internally, most contract behind-the-scenes facilitation of the program to a matching gift program provider designed specifically for the purpose. Those companies are typically provided with an online portal through which they manage their employer matching gifts programming.
For donors looking to submit their matching gift requests, the first step is to log into their employers’ online portal with their unique username and password. (Hint: Those with difficulty logging in may have access to support assistance through the management provider!)
2. The employee searches for the nonprofit they donated to.
Once logged into their employers’ giving portal, the employer/donor should be prompted to locate the organization to which they gave from within an online database. For example, an individual may be asked to provide the nonprofit’s:
While a donor may not have all of the above information, entering as much of the data as possible will increase the likelihood that they’re able to select the correct organization in the following step.
Top tip! For this reason, we recommend providing your donors with easy access to your organization’s contact information and other essential details, so they have everything they need to submit their matching gift requests.
3. The employee selects the correct nonprofit from the search results.
After an employee provides the requested information about the organization they donated to, the matching gift management platform compares data against thousands of nonprofits in the system. Typically, a number of organizations meeting the search criteria are then compiled, and the employee is encouraged to select the correct listing with which to complete their request.
If the organization is not found, the individual is typically able to add a new organization by manually entering the nonprofit’s information—such as their mailing address and tax ID number—to submit their match request.
4. The employee registers their donation.
After selecting the correct organization from the provided list, the employee donor is then able to provide details about their most recent donation to the nonprofit. Information requested will typically include:
Payment type
Donation amount
Donation currency
Date of payment
Match amount requested (as calculated using the company’s predetermined matching ratio and maximum match amount)
Optional anonymity or memorial status
Optional donation program designation
Ultimately, this data will be reviewed by the donor’s employer (or matching gift management provider) to ensure the donation meets the company’s matching gift eligibility criteria.
5. The employee submits their matching gift request.
This final step is the simplest of them all!
After providing detailed information about their nonprofit donation, the donor is asked to review the information for accuracy and submit their gift request to the company for processing and review.
However, Double the Donation has recently rolled out an all-new streamlined way for donors to submit their matching gift requests with matching gift auto-submission.
NEW! Matching Gift Auto-Submission with Double the Donation
With newly out-of-beta auto-submission functionality, Double the Donation enables donors to bypass steps 1-5 highlighted above and complete their matching gift request more quickly than ever before. And it can all be done directly from an organization’s gift confirmation page!
Here’s how it works: During the giving process, donors are prompted to enter their employers’ names as usual. If an individual works for a company that has auto-submission enabled through their corporate giving platform, they are flagged as auto-submission-eligible.
Once they are redirected to their thank-you screen, the individual is prompted to enter their corporate email address (or potentially another piece of information to verify their identity) and authorize Double the Donation to submit the match request on their behalf.
From there, Double the Donation processes the matching gift request behind the scenes, passing data pertaining to the initial gift along to the CSR platform used by the individual’s employer to review the submission.
Step 4: The employer reviews and verifies the match request.
At this point, the donor will have completed their portion of the matching gift process—and the rest will fall on the nonprofit receiving funds and the company contributing funds, respectively.
Now, the employer will typically review the employee’s matching gift request and ultimately determine whether to approve the matching donation. One of the key stages in this process involves the matching company ensuring that the initial donation was actually made. Otherwise, they won’t want to match a nonexistent donation!
While some companies manually verify each donation, many utilize gift receipts as proof of an individual’s personal contribution. In this scenario, the company will simply analyze the provided donation receipt and matching gift request to ensure the donation meets the company’s matching gift standards. If so, the donation match will be approved.
A gift receipt, like this, may function as proof of an individual’s personal contribution.
In other cases, however, the organization’s team will be responsible for verifying that the original donation was made as reported to the donor’s employer. When this occurs, the nonprofit will be required to attest to the validity of the original donation in order for the company to issue its matching gift.
(Tip: if you do get a request for donation verification, see to it as quickly as possible to avoid unnecessary delays in the matching gift disbursement process!)
Step 5: The employer matches the donation.
Once the original donation is verified and approved, the actual disbursement process is triggered. As a result, the company offering the matching gift will issue its corporate donation in the amount offered by its matching program (typically at a dollar-for-dollar rate of the employee’s initial gift, but depending on the preset matching gift ratio).
Here are a few things for organizations to consider when it comes to this step in the matching gift process:
Disbursement schedules
Different companies have different disbursement schedules, so it may take a while for companies to process the verification and issue the check. Many businesses opt for a monthly distribution, but more information about a specific company’s timeline can often be found online or by using a matching gift program database.
Grouped donation matches
If a company receives multiple matching gift requests from multiple employees to the same nonprofit, they may decide to combine the matches together in a single donation.
For example, let’s say Ashley requested a donation match for $100 and John requested a match for $500, both to the Cat Rescue Club. Ashley and John’s employer, the Home Depot, may provide the Cat Rescue Club with one check worth $600 rather than two separate donations.
Here’s what a corporate matching gift may look like, once disbursed.
Bonus Step: The nonprofit thanks its donors!
Though this final step is not technically required for organizations looking to increase corporate revenue with donation-matching, recognizing donors for their participation is a critical component of an optimized matching gift process.
Consider this sample recognition message, which reads:
“Dear Jenny,
Thank you for your generous support of Cat Rescue Club.
We are pleased to inform you that we have just received a corporate matching gift as a result of your recent contribution. We appreciate the time you took to initiate the matching gift process.
Cat Rescue Club greatly appreciates your continuous support.
Sincerely,
Matching Gifts Manager
Cat Rescue Club”
Here’s an example of an effective matching gift recognition.
Following up after receiving a match enables your team to close the loop that may otherwise be left open. If a donor is never made aware that their match request was successful, they’re not likely to participate in a matching program again in the future. When you confirm the completion of the match, however, you leave a positive impression of both your organization and the matching gift process for donors to hold onto.
Not to mention, sending out a thank-you message after collecting a matching donation allows you to communicate your appreciation of the donor and their support. Once again, feel free to remind the individual of the increased impact that their matching gift has brought to your cause.
Matching gifts can seem like an immense task for nonprofits and donors who are unfamiliar with the programs and all they entail. When you take a closer look at what’s really involved, however, getting your donations matched is entirely doable—some might even say easy!
Just remember, equipping your team with the right tools for the job is essential, especially for those looking to further streamline and simplify the matching gift process from start to finish.
Interested in learning more about the matching gift process and other strategic corporate fundraising opportunities? Check out our other educational resources:
https://doublethedonation.com/wp-content/uploads/2022/05/DTD_Matching-Gift-Process-A-Complete-Step-by-Step-Guide_Feature2.jpg5501450Adam Weingerhttps://doublethedonation.com/wp-content/uploads/2022/03/logo-dtd.svgAdam Weinger2022-05-31 16:00:262024-03-20 22:16:15Matching Gift Process | A Complete Step-by-Step Guide
Donations of stocks, mutual funds, and other securities are increasing in popularity as a way for individuals to support their favorite causes. After all, these gifts offer exclusive financial benefits both to the donor contributing the gift and the nonprofit receiving it. But what about nonprofit stock donations and matching gifts? Are gifts of securities typically eligible to be matched by donors’ employers?
These are good questions—and they’re cropping up more around nonprofits and donors alike. As a nonprofit fundraising professional, you surely understand the value of corporate matching gifts and are seeking to get as many company matches flowing into your mission as possible.
That’s why we’ve put together this guide that will cover everything your team should know about stock donations and matching gifts by exploring the following topics:
Ready to dive into the world of securities and gift matches? Let’s begin with a brief overview of nonprofit stock donations.
Donating Stock to Nonprofits: FAQ
Just getting started with nonprofit stock donations? These are some frequently asked questions—and answers—on the topic.
What are stock donations?
Stock donations are a unique method of giving in which individual donors can support nonprofit causes by transferring ownership of stock shares from themselves to the organization in question.
Stock donations are also referred to as gifts of securities, which typically encompasses transfers of stocks, bonds, or mutual funds.
In order to secure the full financial benefits of a stock donation, the donor should have held the stock for at least one year from the time of the gift. The organization then has the option to sell the stock immediately upon receiving the donation or allow its shares to continue to appreciate in value. Nonprofits typically outline their generally accepted types of donations and liquidation procedures in their gift acceptance policies.
Other Key Terms to Know:
Mutual fund donations
While stock donations typically involve the transfer of shares within a single company, mutual funds can include a portfolio of thousands of stocks, bonds, and other securities compiled as a single entity.
But when it comes to donating assets to charity, mutual fund donations function similarly to stock donations—and similar rules apply regarding mutual fund and stock donations and matching gifts. Most companies that match gifts of stock will also match mutual fund donations and vice versa.
One thing to note, however, is that the mutual fund transfer process can be a bit more complicated than that of single stocks and may require a more hands-on process by the organization receiving the securities.
Marketable securities
Another term you might see in the realm of nonprofit stock giving is marketable securities. These are a specific category or type of investment, and most publicly traded stocks, and those most likely to be donated to a nonprofit, will fall under this umbrella.
Also known as marketable equity or marketable investments, these are essentially financial assets that are easily liquidated or readily convertible into cash. These are typically considered short-term investments and can be sold with minimal impact on their market value.
Why do individuals donate stocks to nonprofit causes?
Nonprofit stock donations are becoming a favorite giving method among donors for multiple reasons. For one, gifts of securities such as stocks enable donors to contribute more to an organization and its mission than they might be able to on their own.
If an individual purchases $100 in stock from a company that has since appreciated to double in value, they will be able to funnel $200 toward a cause that they care about—despite having only paid $100 for the initial stock shares! (And if the donor’s employer will match their stock donation, the end value can reach higher than $400—but more on that later.)
Additionally, when donating stocks that have been appreciating for more than a year, donors actually contribute 20% more to the nonprofit than if they had first sold their stocks and made a cash donation with the proceeds. That’s because when an individual sells their stock, they’re subject to pay significant capital gains taxes, which are not applicable should they transfer the stock to the receiving organization.
Are all stocks able to be donated to nonprofit organizations?
Most stocks will be eligible for donation purposes to most nonprofit causes. However, some organizations may place certain stipulations on the types of companies whose stocks they will and will not accept.
For example, the American Heart Association refuses donations of stock or other interests in companies relating to tobacco, nicotine delivery, or cannabis. In the case that an individual attempts a stock donation that is not accepted by the organization to which they gave, the securities will ultimately be returned to the donor.
Nonprofits That Accept Stock Donations
Many nonprofit organizations accept charitable gifts of stocks and mutual funds, and the trend is continuing to grow. In the next few years, we can expect more and more charitable causes to collect and incorporate gifts of securities into their overall fundraising strategies.
Donors interested in contributing stock to a particular cause are encouraged to explore their website, as the information regarding stock donation acceptance is often included within the organization’s “ways to give” page.
As of now, we’ve pulled a list of ten well-known causes and their current guidelines for donating stock.
1. American Heart Association
The American Heart Association (or AHA) gladly accepts gifts of stocks (and mutual funds) from generous donors and provides easily accessible guidelines and instructions for multiple methods of doing so.
Here’s what their website had to say:
“You can use stock to support the organization through:
Electronic transfer – Your broker can transfer shares using the AHA’s Depository Trust Company (DTC) number and account number to ensure delivery.
Mail – You can mail paper certificates to the AHA.
Electronic Delivery of mutual fund shares is the most secure and practical delivery process available. If you would like to donate a gift of mutual funds to the American Heart Association, please contact us to confirm AHA’s brokers can accept the funds.”
The Leukemia and Lymphoma Society, also known as LLS, encourages charitable donations of stock and mutual fund assets as well. They even provide a brief overview of the tax benefits offered to stock donors who are considering the option!
Here’s what their website had to say:
“If you own stock or a mutual fund that has appreciated in price since you purchased it, consider using that asset for your charitable giving. You get an income tax deduction for the full market value of donated securities that you have owned more than one year and you will avoid the capital gains tax on the appreciated value.”
3. American Society for the Prevention of Cruelty to Animals
The ASPCA is another organization that accepts stock transfer donations as a way for donors to support their cause. Within their plethora of suggested giving methods, gifts of security are highlighted along with detailed instructions on how to conduct the transfer process.
Here’s what their website had to say:
“For credit to ASPCA – American Society for the Prevention of Cruelty to Animals – Prior to transfer, please call the organization with the name of stock and number of shares to be transferred.”
Syracuse University provides donors and prospects with information regarding multiple kinds of stock donations—including marketable securities, closely-held securities, electronic stock transfers via DTC, and mutual fund transfers. Their site also prominently displays contact information for the university’s advancement department which will help facilitate the transfer!
Here’s what their website had to say:
“When planning to make a gift of securities to Syracuse University, please notify Advancement Services. Gifts of publicly traded securities that have appreciated in value allow you to claim a charitable deduction for the full market value of the securities on the date the gift is made. You pay no capital gains tax on the appreciation.
Gifts of stock in closely held corporations may result in substantial tax benefits in the form of charitable deductions and avoidance of capital gains taxes. Closely held securities can be especially attractive in funding charitable remainder trusts or charitable remainder lead trusts. Because special regulations apply to gifts of this kind, we encourage you to consult your tax adviser and the University’s development staff when considering such a gift.”
Piedmont Healthcare utilizes its website to encourage stock donations by interested supporters. One way they do so is by briefly highlighting the benefits to both their institution as well as to the donor contributing the appreciated securities (of both stocks and mutual funds).
Here’s what their website had to say:
“Gifts of appreciated securities, such as stocks or mutual funds, that have been held for over a year are a wonderful way to support Piedmont while potentially realizing important benefits for yourself.
Instruct your broker to transfer shares to Piedmont Healthcare Foundation by contacting Truist Bank via phone or email.
Contact your mutual fund company about the process of transferring mutual fund shares. A special form and signature guarantee will likely be required by them to initiate a charitable transfer.”
Florida State University provides stock donors (and prospective donors) with detailed instructions that outline the securities transfer process. The FSU Foundation incorporates tips and tricks for donors aiming to contribute stock to the university, whether electronically or with physical certificates.
Here’s what their website had to say:
“When donors’ securities are held in a brokerage account, the donor instructs their broker to transfer the securities to the university’s account.
Donors should also request that their brokers send confirmation of transfer to the FSU Foundation, Inc. The confirmation should indicate the donor’s name, the security being transferred, the Foundation account which should be used, and the date of transfer. Donors should then follow up with a letter to the FSU Foundation with instructions regarding their gift designation so that the gift can be properly credited.”
The National Kidney Foundation includes stock donations as one of their suggested ways to support the institution—along with other giving ideas such as cryptocurrency, vehicle donations, fundraising events, and more.
This organization provides interested stock donors with a downloadable PDF made available through their “Get Involved” web page.
Here’s what their website had to say:
“Please complete and email the included form to Cornerstone Advisors Asset Management prior to transfer.”
The Lazarex Cancer Foundation also encourages stock donations within their “How You Can Help” page. This section quickly highlights the significant tax benefits to the organization and the subsequently increased impact a supporter’s gift can make.
Here’s what their website had to say:
“Did you know that your gift could go further by donating stock directly? Direct stock gifts let us use 100% of your donation, rather than losing up to 37% of it to capital gains tax. Thus, you can make a bigger impact at zero additional cost to you. If you would like to make a stock donation, please contact the Lazarex team.”
One of the largest youth-focused research hospitals in the nation, St. Jude receives support from a widespread supporter base. Under its “Ways to Give” page, the organization provides a detailed guide on the benefits of stock donations with a step-by-step walkthrough of the process.
Here’s what their website had to say:
“Donating stock directly to a charitable organization, like St. Jude, can increase the amount of money received by the charity while reducing the tax burden for the donor. When you donate appreciated securities (investments that have increased in value from the time they were purchased), some individuals and households may be able to take advantage of IRS tax provisions to claim a charitable tax deduction for the full, fair market value of the securities.
Step 1: Choose what type of stock and how many shares you want to donate.
Step 2: Contact your financial institution to request the transfer.
Step 3: Contact us to inform us of your gift.
Step 4: Look for a tax receipt and acknowledgment letter for St. Jude.”
For individuals looking to support the American Cancer Society, gifts of security are marketed as a key form of philanthropy under the “Ways to Give” umbrella on the organization’s website. Upon navigating to the “Stock Gifts” page, donors are met with information on various ways to donate stock in support of ACS—including online, physical delivery, and electronic transfer authorization.
Here’s what their website had to say:
“A gift of appreciated securities held for more than one year may provide significant benefits to you as a contributor, such as:
Entitling you to a charitable income tax deduction for the fair market value of the gifted securities as of the date of the gift.
Eliminating capital gains tax that would ordinarily become due if you had sold the appreciated securities on the open market and donated the proceeds from the sale to charity
Claiming your charitable deduction against up to 30% of your adjusted gross income. Any unused deductions can be carried forward over the next five years.
Providing a way to help you achieve your long-term financial objective of reducing your income and estate taxes.”
Clearly, stock donations are a great stream of additional fundraising revenue for nonprofits, and they’re becoming an increasingly sought after resource. At the same time, organizations are looking to get their charitable donations matched by donors’ employing companies.
So, do the two ideas coincide at all? Here’s what your fundraising team needs to know about the relationship between nonprofit stock donations and matching gifts.
Are stock donations typically eligible for corporate matching gift programs?
The #1 factor that determines whether an individual’s stock donation is eligible for a match through their employer is who their employer is and what that company has established in its matching gift program guidelines.
For example, some companies consider gifts of securities a particular form of in-kind donation (which the company chooses whether or not to match based on their program guidelines). In that case, stock donations made by employees of these companies will be eligible as long as that company matches in-kind gifts.
On the other hand, many businesses have classified stock donations as a form of monetary gift (in the likes of cash, debit/credit payments, or bank transfers) or a common exception to the in-kind donation rule. Donors employed by these companies are typically able to secure a gift match on behalf of your organization—so long as the value of the stock falls between the businesses’ predetermined thresholds.
All of that to say, many corporations choose to match the tax-deductible value of a contribution regardless of how it was given to a nonprofit organization – yet, this does vary based on company, so make sure you’re aware of your match-eligible donors’ company parameters.
Additionally, you’ll want to keep in mind that, as gifts of securities continue to grow in popularity among donors, we can expect many companies to begin adopting stock-inclusive matching gift program criteria for employee gifts in the near future.
How can I know if an individual’s stock donation qualifies for a match?
Let’s say your organization has just received a generous stock donation from a supporter of your cause. You may already know that their employer offers a matching gift program, and you’re looking to determine whether the stock gift is eligible for a match as well. Or, perhaps you’re unaware of whether the employing company matches any sort of employee donations to begin with. In either case, the answer should be located within the corporation’s matching gift program guidelines.
Nonprofits looking for this information may decide to conduct an online search for a company’s publicly-facing matching gift program guidelines to determine whether stock donations are mentioned. Donors seeking the information on their employers’ giving program can do a similar search of online resources, or they may look to internal documentation in an office policy handbook, workplace giving portal, etc.
Luckily, Double the Donation offers the most comprehensive database available, with detailed listings for tens of thousands of companies. Nonprofits and donors alike can begin typing a company’s name within the embedded autocompleting search tool and be instantaneously met with match qualifications, types of eligible donations, and more.
If the provided guidelines mention stock donations as a viable option for matching donations, you have your answer—the gift of stock is likely matchable for your cause!
If available documentation fails to reference gifts of securities at all, we recommend encouraging donors to inquire about the possibility with their companies to find the most definitive answer to the question at hand. Sometimes corporations might not list specific contribution methods, yet those gifts will still qualify for a match!
What are corporate stock donation matches worth?
When a stock donation (that has previously been identified as eligible for a corporate matching gift) is requested by a donor, the employer typically agrees to match the value of the stock on the day on which the stock transfer was made.
Thus, nonprofit donors are able to secure a match by their employer equal to the purchase price plus the appreciated value of the stock—which is typically greater than the individual’s initial financial investment!
What trends are expected regarding stock donations and matching gifts?
As of 2024, it’s estimated that many companies are willing to match the tax deductible value of a charitable gift, regardless of how that gift was made – the gift just has to benefit a charity and provide tax deductible value. With that being said, this can vary by company-specific program guidelines. As more and more companies match stocks and mutual fund contributions, it’s important for donors to check with their employer to know which types of gifts might qualify for a match.
The more popular stock grows as a form of nonprofit giving, the more companies will adopt stock-inclusive matching gift program guidelines.
And when you take a look at the financial benefits to parties on both sides of the transaction (one research study reported fundraising growth of up to 55% for organizations that allowed non-cash donations such as stock as viable donation options!), and the ease with which gifts of securities are becoming, this form of gift matching will likely continue to grow.
Examples of Companies That Match Stock Donations
Companies that match employee stock donations do so for the same reason as to why they match cash donations. These typically include corporate tax benefits, increased employee engagement, and positive public relations efforts.
Here are a few examples of companies that match stock donations made by their employees to qualifying charities!
1. Chevron
Chevron is well-regarded as having a generous corporate matching gift program, agreeing to match up to $10,000 in charitable donations per employee on an annual basis. And the best part is that they do match the market value of stock donations that their employees transfer to nearly all nonprofit organizations.
Here’s a glimpse at what Chevron says about stock donations and matching gifts:
“Gifts can be given to nonprofits on the Chevron Humankind site via a payroll deduction or credit card payment, or given directly to the nonprofit offline (e.g. check, cash, stock, etc.).”
Google offers both full and part-time employees the opportunity to participate in its corporate gift-matching initiative! Gifts worth up to $10,000 (including stock donations) will be matched to many nonprofit causes, including educational institutions, health and human services, cultural and community organizations, environmental nonprofits, and more.
Here’s a glimpse at what Google says about stock donations and matching gifts:
“Your gift must be in the form of check, credit card or marketable securities with a quoted market value. Gifts of securities will be matched with cash. The value of the stock will be calculated using the price at the close of the market on the day of transfer of the security.”
General Electric has matched a wide range of employee donations since 1954. In fact, it was the first corporation to roll out a corporate gift-matching program, though it was a fairly limited offering compared to what we see now!
Since then, GE has expanded its employee giving program to encompass new methods of giving—including contributing securities such as stocks—as well as more nonprofits being eligible to receive funding.
Here’s a glimpse at what General Electric says about stock donations and matching gifts:
“Gifts may be made via cash, check, debit/credit card, or stock. Gifts may also be made by current payment from an entity such as a personal foundation or donor advised fund if that entity has been funded solely by the eligible GE participant.”
Merck & Co. matches numerous types of employee donations to charitable organizations. Within the company’s matching program criteria, they include a fairly detailed account of stock donations—including the process for requesting a corporate match and the benefits employees receive from giving this way.
Here’s a glimpse at what Merck says about stock donations and matching gifts:
“Matching funds can be requested for one-time cash, check, credit card, or stock donations, via the Merck Gives Back (MGB) website.
When making a stock donation, enter the market value of the stock on the day you issued the stock to the nonprofit organization. The organization will be asked to confirm the realized value of the stock donation and the Merck Foundation P4G program will match funds equal to the realized value of donated stock.
You can deduct the full current value of the stock (regardless of purchase price) and avoid the capital gains taxes associated with selling the stock for profit; therefore, you pay no taxes on the appreciated value of the stock and take the full deduction for the current value of the stock.
You may not donate Merck stock options; however, you may donate Merck stock after you exercise your options.”
State Farm Insurance matches donations made by current full-time employees, part-time team members, and retired workers alike—in any way they give to nonprofits. This includes gifts of securities and mutual funds, for which they detail a few stipulations of match eligibility.
Here’s a glimpse at what State Farm says about stock donations and matching gifts:
“Donations of Mutual Funds Units and Securities traded on the New York Stock Exchange, American Stock Exchange or NASDAQ National Market meeting the following requirements:
The eligible donor must be the sole owner or have final authority to transfer ownership of the security or mutual fund unit to the eligible organization.
Ownership must be signed over to the eligible organization.
Please note: The exact value of the donated securities or mutual fund units will be based on the closing market price the date the transfer is complete.”
Verizon offers its employees multiple matching gift program options, the individual matching grants program being the one in which stock donations are considered match-eligible contributions. The company matches to nearly all 501(c)(3) organizations (or an equivalent internationally), with schools being eligible for a $5,000 donation or stock match and other nonprofits for a $1,000 donation or stock match.
Here’s a glimpse at what Verizon says about stock donations and matching gifts:
“Donations must be in one of the following forms: Personal check, Paypal, money order, payroll deduction, credit/debit card payment, wire/bank transfer, transfer of stock certificate.”
Apple offers a slightly different type of corporate stock donation-matching program but will match certain gifts of securities nonetheless. Apple matches any type of stock donations as well as donations of just Apple stock.
Here’s a glimpse at what Apple says about stock donations and matching gifts:
“Visit the Employee Giving portal to request a matching donation for your volunteer time or to make a one-time or repeating monetary donation to the charitable organization (or cause) of your choice using a credit card or PayPal account. You can also request a match for a monetary or stock donation you’ve already made.
To be eligible, your monetary donations must be paid in full — not pledged — via cash, personal check, credit card, PayPal, or Apple stock.”
Edwards Lifesciences, a leading medical technology company based in Irvine, California, matches donations up to $5,000 per full-time employee per year.
Here’s a glimpse at what the company says about stock donations and matching gifts:
“Edwards Foundation will match the tax-deductible portion of employee’s gifts made by cash, check and credit card. The Foundation will also match stock donations, as well as gifts coming out of an employee’s donor-advised fund (DAF).”
With a matching gift program that doubles team member gifts of between $24 and $5,000 per person per year, Bank of America reports contributing more than $25 million in matching gifts per year!
Here’s a glimpse at what the company says about stock donations and matching gifts:
“Gifts must be personal contributions paid directly to organizations (cash, check, credit card, securities, etc.) or paid through Bank of America’s employee giving platform via payroll deduction or credit card.”
The PNC Financial Services Group, Inc. incentivizes its employees to give back to the causes they care about. And it does so with a matching gift ratio of up to 4:1—and a program that’s inclusive of gifts of stock.
Here’s a glimpse at what the company says about stock donations and matching gifts:
“Gifts must be in the form of a check, credit card, or marketable securities with a quoted market value. You may be asked to provide proof of your contribution in the form of a canceled check, bank statement, credit card statement, or a transfer of stock certificate. Gifts of securities are valued based on the date of the gift.”
EOG Resources encourages giving among its workforce with a particularly generous matching gift program. In fact, its matching gift annual maximum of $75,000 is one of the highest program caps available, inspiring team members to give bountifully as well.
Here’s a glimpse at what the company says about stock donations and matching gifts:
“Employee must attach a copy of the 1) check, 2) debit/credit card receipt, 3) brokerage statement for a stock donation, or 4) check issued by my personal or family foundation or donor-advised fund.”
Indianapolis-based pharmaceutical company Eli Lilly invites its current full-time, part-time, and retired employees to get involved with its philanthropic efforts! Matching up to $30,000 for current team members and $7,500 for retirees on an annual basis, the company demonstrates its commitment to doing good by giving back to the organizations its staff supports.
Here’s a glimpse at what the company says about stock donations and matching gifts:
“A contribution must be in the form of a check, credit card, or marketable securities (with an established market value determined by the average price on the day the contribution is made).”
There’s no one-size-fits-all answer when it comes to nonprofit stock donations and matching gifts. Some companies will match employee gifts of securities, while others will not.
But the good news is that more and more corporations are beginning to be inclusive of stock and mutual fund donations within their employee matching programs. That means you’ll want to keep an eye out for new programs being established and existing matching gift companies expanding their eligibility criteria.
Interested in learning more about matching gifts and other nonprofit fundraising opportunities? Check out these other Double the Donation resources:
Matching Gifts-In-Kind | Are In-Kind Donations Match-Eligible? Gifts of securities are a popular form of in-kind donation. Read up on other types of gifts-in-kind to learn more about matching gift opportunities and how to locate a donation’s eligibility status.
Corporate Giving and Matching Gift Statistics. Does your organization understand the significance of matching gift opportunities? Do you think you’re making the most of available corporate funding? Explore these statistics to find out!
https://doublethedonation.com/wp-content/uploads/2022/04/DTD_Nonprofit-Stock-Donations-and-Matching-Gifts-_-What-to-Know_Feature.jpg5501450Adam Weingerhttps://doublethedonation.com/wp-content/uploads/2022/03/logo-dtd.svgAdam Weinger2022-04-29 18:48:362024-07-10 12:30:59Nonprofit Stock Donations and Matching Gifts | What to Know
Hundreds of institutions are gearing up for their yearly Giving Days, many of which are rapidly approaching come springtime. But what you might not know is that Giving Days and matching gifts go hand in hand.
This is especially true when nonprofit or university fundraisers are able to effectively align the two ideas—and that’s why we’ve created this resource to guide organizations like yours through the process of doing so.
Specifically, this guide will cover everything you need to know about Giving Days and matching gifts, the impact of each on overall fundraising, and what your team can do to set your cause up for success.
If your organization hosts an annual Giving Day (or is looking to organize one), you’d be remiss if you didn’t incorporate matching gift practices into your overall plan.
Ready to find out how? Let’s jump in.
Giving Days + The Importance of Matching Gifts
Giving Days are often some of an institution’s biggest money-makers. These campaigns enable fundraisers to collect large amounts of much-needed revenue that help sustain their missions throughout the rest of the year.
Matching gifts can work to elevate the ROI on these strategically planned efforts. At the same time, they provide a positive experience for donors and fundraisers alike.
Here’s what you need to know in order to make the most of each fundraising tool:
What are Giving Days?
A Giving Day is generally a 24-hour period in which an educational institution or nonprofit cause drastically ups its fundraising efforts in order to engage with donors and solicit a large amount of revenue in a short time. Giving Days typically rely heavily on online fundraising and may encompass a number of events as well.
Comprising a relatively small portion of the year (typically 1/365), Giving Days tend to see significant results—with some organizations collecting the majority of their fundraising revenue during the limited amount of time.
What organizations host Giving Days?
Although fundraising groups of all shapes and sizes might establish an annual Giving Day tradition, these tend to be particularly popular among school fundraisers. This typically includes:
Colleges and universities
K-12 schools
Private religious institutions
Traditional public schools
Charter and magnet schools
Higher ed institutions and K-12 schoools alike often produce incredible results with academic-focused Giving Day fundraising efforts. In fact, many education-based causes even utilize their Giving Days as one of their most primary sources of revenue each year. And doing so is a fantastic opportunity to engage alumni and leverage school spirit to drive a sense of community toward a common goal.
Where do matching gifts come in?
Corporate matching gifts enable organizations like educational institutions and other 501(c)(3) nonprofits to maximize existing support and increase revenue. And this happens without having to ask your donors for more of their hard-earned dollars. All you have to do is encourage them to participate in their employers’ workplace giving initiatives!
At a critical time like your annual Giving Day, support will likely be at an all-time high. That means getting those contributions doubled (and sometimes even tripled) is more important than ever.
Not to mention, fundraising studies report that the existence of matching gift opportunities is often a driving factor in donor decision-making. For example, 84% of donors stated that they’re more likely to give charitably if their employer offers to match their dollars. At the same time, 1 in 3 individuals surveyed indicated that they’d make a larger donation should a match be applied.
While each company that matches employee donations chooses which types of charitable efforts it will support, the good news is that education institutions (which are often the primary organizer of annual Giving Days) are almost always included as an eligible cause.
The bottom line is that you don’t want to miss out on the key benefits of matching gifts at any time—let alone your most important fundraising day of the year.
Raising More with 360MatchPro: A Feature Overview
The right software can be the difference between a fruitful, goal-surpassing Giving Day campaign and one that ultimately falls short—and surely, you’re looking to establish the former.
Find out what 360MatchPro by Double the Donation can offer, and see why it’s the leading solution in the education and nonprofit fundraising spaces.
Let’s walk through an overview of top features, functions, and benefits:
User-Friendly Company Search Tool
Millions of donors who work for companies with employee gift-matching programs are never made aware of the opportunities through their employers. One of the best ways to counteract this knowledge gap is by providing your supporters with Double the Donation’s intuitive matching gift company search tool.
This widget—which can be embedded within your online donation form, confirmation page, dedicated matching gift web page, Giving Day campaign page, and more—prompts donors to enter their employer’s name in an optional search box. As the donor begins typing, the smart tool auto-fills suggested company names, taking into account typos, spelling variations, and subsidiaries.
The donor selects the correct company from the search tool, which then pulls employer-specific matching gift program information from an extensive matching gift company database. Now, the individual has access to their donation eligibility criteria and online match request forms (if available) and is encouraged to take the next steps.
Double the Donation also provides nonprofit users with unique custom matching gift program functionality that empowers organizations to add and manage “one-off” match programs in their own database tool. So if your organization secures a custom matching gift partner ahead of your Giving Day (which we’ll cover in more depth below), you’ll be able to easily configure the program to populate when your donors search the company name.
*As a note, this feature is designed specifically for fundraisers looking to manage custom matching gift initiatives—360MatchPro does not work directly with corporations. If you’re a company interested in creating a matching gift program, contact us, and we’ll share information about our corporate vendor partners.
Match-Eligible Donor Screening
Studies show that employing more than one approach to donor eligibility screening results in an average of 77% more identified match-eligible gifts. Luckily, 360MatchPro utilizes four main identification methods—donation form search tools, confirmation pages, donor communications, and email domain screening.
The more opportunities you have to determine whether a particular donor is eligible for a corporate match, the more likely you are to ultimately receive a match from that individual.
Automated Email Follow-Ups
Following up in the first 24 to 48 hours after a donor makes a gift can be a great way to inform or remind individuals about matching gift opportunities, share program guidelines, and keep your organization and its mission at the forefront of their minds. However, managing a ton of donor follow-up emails can be a huge undertaking on a typical day—let alone on a Giving Day when you’ll likely process multiple times the normal number of donations.
That’s where automated email communication comes in! With Double the Donation’s email streams, organizations can enable customizable follow-up messages that trigger at just the right time to drive matching gifts while ensuring no donations fall through the cracks.
Streamlined Data Management
Effective matching gift fundraising relies on the ability to collect, track, and analyze key data points. For this reason, 360MatchPro allows organizations to view where donors are in the gift-matching process, determine percentages and totals of matching gift eligible dollars, forecast matching gift revenue for the future, and more.
This functionality provides users with real-time data that can be used to measure current success, identify areas with room for improvement, and locate the highest-value revenue opportunities going forward.
Top-Notch Customer Support
Any software can have a bit of a learning curve, and ensuring you have the help you need to learn the ropes effectively is of utmost importance. This is especially true when you have a huge upcoming fundraising initiative like a Giving Day.
At Double the Donation, each new client has an onboarding specialist of its own to get up and running quickly—sometimes in less than 24 hours! These matching gift fundraising experts are ready to guide you through the process of getting started, provide you with tips and tools for optimal practices, and be there to answer any questions your team may have.
Interested in learning more? Get in touch with the Double the Donation team today to request a personalized demo.
5 Key Tips for Matching Gifts on Giving Days
Looking for practical and actionable steps you can take to improve your nonprofit or school’s fundraising strategies regarding both Giving Days and matching gifts? You’ve come to the right place!
Here are some tried-and-true practices that we recommend for optimal engagement success:
1. Highlight matching gifts in all Giving Day communications.
More than likely, you’re already planning your upcoming Giving Day communication plan, which will comprise a number of different marketing channels and strategies to spread the word. Be sure to incorporate matching gift information in all of them!
Remember, donors are more likely to give—and to give in larger quantities—if a matching gift is available. Providing additional touchpoints about matching gifts during your Giving Day can be exactly what some of your supporters need to encourage them to make their donations.
This might include email blasts, social media posts, digital newsletters, blog posts, text messages, phone calls, fundraising appeals, and more.
2. Collect employment information during the giving process.
In order to provide donors with employer-specific matching gift guidelines, you’ll first need to have a record of the companies for which individuals work. And the best—and fastest—way to uncover this information is by simply asking them.
Donors already provide you with a ton of information during the donation process, such as their name, contact information, payment details, and more. What more is one additional, optional question?
When you prompt your supporters to provide the name of their employer directly within your online giving form, you can store that information with each donor record to use for effective matching gift communication strategies in the future. And if you already have access to this information for your school’s alumni, you can leverage those data points as well.
Then, you’ll be able to communicate to a donor not only whether their employer matches donations but whether their particular gift is eligible for the program and how soon they must submit a match request. And for companies whose matching gift request forms are available online, you can even provide the donor with the exact form they’ll need to complete!
3. Prioritize your highest-value prospective match donors.
When you automate your low and mid-level donor communications through 360MatchPro, you allow your team to retain more time and effort to put toward your particularly high-value prospective matching gifts. That might mean making a personal phone call to explain the importance of matching gifts, walking through the process of requesting a gift match, writing a personalized thank-you letter that highlights the increased influence of matching gifts, and more.
You already know the effect that a major gift can have on your institution’s Giving Day. Now, just imagine that impact being doubled when a huge donor participates in their company’s gift-matching initiative. It’s certainly worth going a few steps further to ensure these individuals are aware of the programs in place and how they can plan a role in your success.
Thus, you’ll want to keep an eye out for major donors who work for top matching gift companies, and see what you can do to go above and beyond in driving those match requests to completion.
4. Identify corporate partners to organize custom matching gift programs.
Another often-underutilized type of matching gift initiative called a custom or “one-off” matching gift program, has the potential to bring your Giving Day matching strategy to new heights. After all, not all companies have widely available matching gift programs. However, many are willing to consider the practice, especially in a smaller-scale initiative.
In the months or weeks leading to your upcoming Giving Day campaign, consider reaching out to donors’ employers who don’t currently match gifts and propose the opportunity for a unique, limited-scale program instead. Rather than matching donations its employees make to any nonprofit or educational institution, the company would commit only to matching gifts made to your specific group.
Since custom match programs are generally time-limited campaigns in the first place, they work particularly well when aligned with Giving Day (or week, month, etc.) efforts. And if you use Double the Donation’s matching gift platform (as highlighted above)—or are looking to get running with it before your Giving Day (as recommended below)—there’s a built-in functionality for managing custom programs now available to all standard account users!
5. Get your fundraising tools set up ASAP.
It’s not too late to get set up with the matching gift tools you need, even if your organization’s Giving Day is quickly approaching. But you certainly don’t want to wait any longer! The sooner you plan to get your Giving Day software up and running, the more time your team will have to prepare for the big event and get acquainted with the solution.
The first step is to take a good look at your organization’s tech stack. If you’re lacking a matching gift software solution—such as the industry-leading platform described above, 360MatchPro by Double the Donation—it’s time to make that investment. Even better, 360MatchPro integrates seamlessly with tons of top donation platforms, including some of the largest school and higher ed fundraising tools. This allows your institutions to get started easier than ever before!
(Tip: Many organizations have reported raising several times the initial subscription cost on their Giving Days alone, providing a positive ROI sometimes within the first 24 hours of purchasing!)
Once you have your matching gift solution in hand, ensure it’s live and functioning within your online donation pages by the time your Giving Day rolls around, and you’ll be all set for success.
Final Thoughts
Giving Days and matching gifts share a lot of the same goals: to raise substantial amounts of revenue, provide donors with new and exciting ways to support their favorite causes, and equip fundraising teams with more efficient practices, to name a few. When the two fundraising components are intertwined, education and nonprofit fundraisers tend to see better results than they could have imagined.
With so many dollars flowing to organizations like yours on these special days, it would be a huge missed opportunity not to get those gifts matched when eligible. And luckily, Double the Donation is here to help!
To learn more about Giving Days and matching gift efforts, check out some of our other resources below:
Top 30 Matching Gift Companies: Find Your Match. Thousands of companies offer gift-matching programs, but some are particularly generous with their contributions. Check out this list of 30 top companies to look out for.
215+ Amazing Fundraising Ideas for Your Organization. Diversify your Giving Day efforts with some of our other favorite fundraising ideas—just remember to incorporate matching gift opportunities in everything you do!
https://doublethedonation.com/wp-content/uploads/2022/06/DTD_Maximizing-Your-Giving-Day-Revenue-with-Matching-Gifts_Feature.png275725Adam Weingerhttps://doublethedonation.com/wp-content/uploads/2022/03/logo-dtd.svgAdam Weinger2022-02-23 01:09:532024-02-26 19:52:28Maximizing Your Giving Day Revenue with Matching Gifts
Every year, nonprofits, faith-based groups, and schools need new fundraising ideas. What’s more, it’s crucial to include fundraising ideas that don’t involve selling.
Let’s face it: donors and families don’t like to sell merchandise on your behalf. Yes, they’ll do it—if they have to—to support your cause, but they don’t like it. In fact, many families don’t like selling so much that they’d rather just donate by buying the merchandise themselves. However, they get stuck with items such as chocolates, food, and useless items they don’t want and will likely throw away.
Discovering alternate fundraising ideas that don’t require selling merchandise is vital to your fundraising strategy. Let’s dive into six key fundraising ideas that don’t involve selling!
1) Shoe Drive Fundraiser
The top fundraising idea that doesn’t involve selling is a shoe drive fundraiser! One of the top reasons why it’s the top non-selling fundraising idea is because your community doesn’t have to sell merchandise on your behalf. Plus, they don’t even have to contribute financially.
Also, it’s the most socially responsible fundraiser you can host! When you host a shoe drive fundraiser, all you do is collect gently worn, used and new shoes. In the process, your community will keep shoes from going into landfills, and in turn, you’ll save the environment. Talk about social responsibility!
Once the footwear gets picked up by a well-known shoe drive fundraising company, you receive a check. Simple, right? What happens to the shoes from there is fairly straightforward. They get sent to small business owners in developing countries in need of merchandise to sell so they can escape poverty.
2) eCard Fundraiser
Another incredible no-sell fundraising idea is an eCard fundraiser. Instead of selling a product that ends up unused, donors receive an eCard in exchange for their donation. Then, they can send these eCards to friends and family to brighten their days.
To set up your e-card fundraiser, follow these simple steps:
Find an eCard software provider. For best results, look for a company that regularly works with nonprofits so they can help you transform your eCards into a fundraising tool.
Design your eCards. Unleash your creativity by designing eCards that reflect your nonprofit’s branding. Be sure to write a short message that will explain to recipients the cause the eCard is helping to support.
Sort your eCards. Consider creating different designs for different campaigns or times of year. Organize your eCards into relevant groups to make it easy for donors to choose which ones they’d like to send.
Upload your eCards. All that’s left to do is upload your eCards and start offering them to donors! Add them to your website and online fundraising store. Then, promote the opportunity to current and potential supporters.
For example, you could add an eCard fundraiser to your broader holiday giving campaign. Create holiday-themed eCards that donors can send to friends and family to wish them a happy holiday season. That way, you can earn more for your cause and make the donation experience more meaningful.
Another way you can use eCards is by offering tribute donation cards. When a donor makes a donation, give them the option to send a tribute eCard. These types of eCards explain the cause the donor contributed to so they can share your organization’s mission with friends and family. Not only can this help increase donations, but it can also gain you more exposure for your nonprofit.
3) Grow-a-Beard Fundraiser
Sure, this grow-a-beard fundraising idea is catered to men, but women can still support them! November is known for the Movember movement, but that doesn’t mean that you can’t ask the men in your community to grow their mustaches and beards for your cause. If they feel connected with your organization, they won’t hesitate to join in.
Also, if your community has a veterans’ group or sports team, you can partner with them. To get started, all you have to do is ask your male supporters to grow their facial hair for a month. As part of the initiative, each participant agrees to help you raise funds. And this is where you can ask women, girls, and boys to join in on the fun!
Your fundraisers have to ask sponsors to support them (and your cause) as they grow their facial hair! Encourage participants to turn to their family and friends for monetary support. By the way, if you get a group of men who work for a business to participate, perhaps it’s something their corporation will also support.
4) Chef Competition Fundraiser
Are you or people you know foodies? Well, an excellent and tasty fundraising idea is a chef competition! Think of it as your own Master Chef competition.
All you have to do is recruit amateur chefs (and even bakers!). Then, find a venue. Start by considering a school cafeteria or the hall of a church in your community. After securing a venue, promote your chef competition and invite people to attend your event. This fundraising idea will be a lot of fun for your community because people will actively participate and vote on which chef or team offers the best dishes.
In exchange for a charitable donation, everyone gets to participate, and the experience will be one that will be memorable for your community and your cause!
5) Film Festival Fundraiser
Many people love movies, so a film festival is a great fundraising idea. Almost everyone has a cell phone on them at all times. Due to technology and social media, people already constantly take pictures and shoot videos. So, take advantage of what people already do and ask them to do it for your cause.
Invite your supporters and other community members to enter their films into your amateur film festival. Select a date on your calendar when you can screen the movies. Also, think about different movie themes that might be of interest to your community. Depending on your community and your budget, screen the films at a local hall or auditorium, and charge attendees an admission fee.
Not only is this a great way to raise money, but it also brings the community together through common interests.
6) Karaoke Fundraiser
Chances are, you have donors and supporters who love to sing. Plus, thanks to constantly evolving technology, you no longer need heavy karaoke equipment. All you need is a good mic, an amplifier and a screen to stream lyrics.
Choose a date on your calendar for this engaging fundraising idea, and see if a local restaurant or bar will partner with you. In exchange for providing you with a venue, you need to effectively market the event and get as many people as possible to attend.
Then, the restaurant or bar will either allow you to charge an admission fee or provide you with 5 to 10 percent of the receipts for the evening. To secure even more donations, you can record the event and ask people to donate so that you can send them the MP3 music file.
Now you have six fundraising ideas to try that are fun, free, and doable! However, no fundraising event is really over until you send out thank-you emails. Not only is it a great way to extend your thanks, but it also gives you a better chance of retaining first-time donors.
A good place to start is with an email list grouped by recurring or first-time donors. This way, you get to personalize the message for each group better.
Sending a thank you email lets your donors know the value and impact of their contributions. When you build relationships with donors, you help them feel more inclined to continue supporting you, your cause, and other fundraisers you may have in the future.
Author: Kristy Fonterela, VP Marketing, Funds2Orgs. Kristy Fontelera is a creative professional with a background in corporate and nonprofit social media advertising, content creation, and brand strategy. As the VP of Marketing, she works with a suite of global fundraising brands as well as manages national and local social media accounts for clients and entrepreneurs. Kristy enjoys new books, traveling, Fleetwood Mac, and picnics with her pup. Most of all, Kristy is a passionate individual who loves nothing more than to help others make an impact in their market and the world.
Your school undoubtedly enjoys supporting the programs and activities that your students love, and you should be able to continue to do so. But as an educator or member of the PTA, your time is limited. You have many tasks vying for your attention and it can be difficult to balance everything and still perform each task well.
School fundraising should not be another source of stress in your life. Fundraising for all of your kids and teens’ favorite programs can be fun and engaging for you, your students, and your community. However, to avoid becoming overwhelmed with stress as you organize the fundraiser, utilize an effective event fundraising software.
If you follow these 6 best tips for school fundraising, you will be blasting through your fundraising goals in no time—and getting your kids involved in the fundraising process. So, without further ado, let’s start learning how to create the best and most engaging fundraiser your school has ever seen!
1. Plan a fun event.
The best way to guarantee your students actually want to get involved in your fundraiser is to make it fun and simple. It is entirely possible that the goal of raising money is not enough to get the students to engage with the fundraiser.
Depending on the age of the kids, they may not quite grasp the importance of money in making sure the programs you provide can still be offered year after year.
To ensure the students value the fundraiser, try planning your fundraiser around a fun event. To get some inspiration for fundraising ideas, click here.
A Fun Run or Jog-a-thon is an excellent example of a fun and easy event that’s well-suited for school-aged children.
The concept of a Fun Run or Jog-a-thon is simple. The student should recruit friends, adults, and family to pledge money for each unit of distance that they run or donate a lump sum for the entire distance. This could look like:
Uncle Joe pledges $3 for every lap ran by Timmy S.
Janet pledges $2 for every half mile ran by Ellie H.
Charlie donates $50 to Louis’ Fun Run fund.
An effective walk-a-thon allows for the kids to hang out with their friends and stay active while supporting their school.
2. Stay organized.
One of the hardest parts of organizing and promoting a large-scale school fundraiser is making sure all of your data stays organized. You may be unfamiliar with fundraising techniques and strategies—and that’s completely normal!
To stay organized and properly manage the information you gather from your Fun Run or Jog-a-thon you should employ a Fun Run/Jog-a-thon fundraising software, like 99Pledges.
The best software will track and manage the pledges made to your Fun Run or Jog-a-thon so that you don’t have to! Yes, you heard that correctly. You will never have to sit with a calculator adding up the money that each pledgor owes to your child’s fundraising page.
This technology will allow you to load each child’s information into the program and create a custom-made, individualized fundraising page for supporters to donate or pledge money to.
If you want to get kids and teens involved invested in your fundraising efforts, you need to have an organized system that can easily integrate students into its process.
3. Encourage personalization.
While you are all fundraising for the same end result, your fundraiser participants may have many reasons for becoming involved. Some people might participate because they are passionate about the cause or the program that your event benefits. Meanwhile, others may want to compete for incentives or simply participate in your fun event.
Whatever the reason for their participation, you should encourage students to personalize their fundraising page to entice more supporters.
With the right software tool, each student will be able to fundraise separately for a common goal. While some fields on their unique page may be consistent throughout all the supporters, such as the:
School name or program
Description of the fundraiser
Per participant goal
Date of the fundraiser
The students or their parents should still have the option to write a fundraising letter that offers an impassioned appeal for donations and pledges that will be more likely to draw in friends and family supporters.
This fundraising letter should:
Describe the fundraising event in their own words.
Explain what the fundraiser benefits.
Convey the student’s reason for participating.
Provide donation information.
Thank the supporter in advance.
It is not likely that friends and family members will donate or pledge money simply because it is a good cause. They want the emotional appeal—they want to donate and pledge money because it is something the student is passionate about.
Feel free to encourage your students to make this fundraiser their own. This will not only cause the students to become more invested in the outcome of the fundraiser, but it will also boost your fundraising revenue!
4. Allow healthy competition.
One of the benefits of your PTA hosting a participant-based fundraising event is that the work is divided up among a wide range of people. While we know it can be difficult to motivate such a wide group of kids, make sure you don’t underestimate the power of healthy competition.
Friendly competition among friends has the potential to greatly enhance your fundraising revenue and encourage students to work hard to gain supporters.
The students should be able to have some sort of visual that represents how much each student is fundraising. A good software tool will display top donations that can serve as motivation for students to seek out additional support for their pages.
If you choose to do a walk-a-thon, or any variation of the event-a-thon, it is easy for the students to see how hard their peers are working. The student may be more inclined to walk further or read more or hit more baseballs if they can see how well other participants are doing.
While good, old-fashioned competition is one of the best motivators in fundraising among kids and teens, you must remember to provide some incentives that will further encourage the students to put effort into the campaign.
5. Offer incentives.
If you want to modify your fundraising strategy to maximize the number of students who are meaningfully engaging with your fundraiser, you should offer incentives to participants. Kids and teens love free stuff and added perks— but then again, who doesn’t?
To make competition a sustainable motivator and to help students stay excited about your fundraiser, you must give them a light at the end of the tunnel. They need something to look forward to and something to latch onto as they fundraise.
Don’t worry. The incentives don’t need to be elaborate or expensive, just something that will appeal to the kids and teens participating in your fundraising event.
Potential incentives you may want to offer include:
A pizza party for the classes with the highest participation rates.
Giving a percentage of the total earnings to the class who raises the most money.
Allowing the class to allocate the money they earn above their goal to a project of their own.
Depending on the age of your students, they may respond better to different incentives. Make sure you offer incentives that you know your students will love and want to achieve.
An easy way to incentivize all of your students at once is to provide fundraising team t-shirts. These can be custom made based on class, grade, or school depending on the size of your fundraiser. The kids will love the free merch and be excited to wear it, which will, in turn, promote the fundraiser.
The best tactic to include in your fundraising plan when hosting a school fundraiser that kids and teens will want to be a part of is to make it shareable on social media. Instagram, Facebook, Twitter and so many more social media platforms have taken over how people communicate with one another and share news that is important to them.
Depending on the age of your students they may have their own social media accounts or, at the very least, it is likely their parents have accounts. Enabling students to share the fundraiser with remote friends and family members and to engage with the fundraiser on their own terms will make it more likely that the students actually want to participate.
You will be able to reach more people and encourage the students to promote their own fundraising page if the event-a-thon software that you use allows mobile sharing of personalized pages, your students and their parents are sure to want to spread the word about the school fundraiser.
Your school fundraiser should be easy and fun for everyone involved—student, teachers, parents, and supporters alike! With the right software, your walk-a-thon or other exciting fundraising events can engage your students and increase your fundraising revenue.
This post was contributed by Brad Dowhaniuk.
Brad Dowhaniuk is the co-founder of 99Pledges, which provides schools and teams with an easy-to-use, web-based fundraising solution to manage and drive success in Fun Runs, jog-a-thons, baseball hit-a-thons, and much more.
https://doublethedonation.com/wp-content/uploads/2022/06/99Pledges_Double-the-Donation_Plan-a-Fundraiser-that-Engages-Kids-6-Top-Tips-for-Schools_feature.jpg260720Adam Weingerhttps://doublethedonation.com/wp-content/uploads/2022/03/logo-dtd.svgAdam Weinger2019-05-13 14:00:202023-09-24 15:38:03Plan a Fundraiser that Engages Kids: 6 Top Tips for Schools
With so many different ways to fundraise for our nonprofits, we’re being pulled in too many directions, and our ability to focus on the most impactful channels is becoming difficult. The future of fundraising is a strategy that enables organizations to overcome resource constraints and competing data sources to maximize fundraising and optimize programs.
Two areas that are worthy of tactical coordination are matching gifts and donor retention. In this post, we’re going to outline why retaining your matching gift donors, in particular, is going to have an amazing impact on your organization’s immediate revenue and long term sustainability.
Why retention needs to be your central strategy
The cost to acquire $1 from a new donor averages $1.25, yet retaining a donor comes at a significantly lower cost. According to research by acclaimed nonprofit researcher Adrian Sargeant, if an organization retains 10% of their current donors then their net growth in giving for the “typical” nonprofit will grow by 50%.
This data has historically focused solely on the individual donor and not taken matching gifts into account. Given that the majority of companies offering matching gifts are matching at a 1:1 ratio, while others can give as much as $4 for every $1 donated, there is an amazing amount of potential when we focus our retention efforts on match-eligible donors.
From a pure revenue generation standpoint, organizations will be able to dramatically alter their revenue projections if they can identify and retain donors who have historically been able to match their gifts.
So where do we begin?
Data stewardship will maintain your impact
A common source of frustration for donors is poor communication, which is typically a symptom of a much larger issue surrounding data integrity. It costs an organization $1 to verify a record upon entry, $10 to dedupe and clean data AFTER input, and $100 per bad record if nothing is done.
Identifying matching gift opportunities and maintaining donor retention both begin with having accurate data on your donors, so kick off your retention strategy by investing in data stewardship. This can be achieved by concentrating on small changes to processes that your organization may be missing right now:
Run a quarterly NCOA update on your mailing addresses
Perform donor surveys to collect up-to-date information and communication preferences
Strategically plan out how you will address data integration across platforms
Consider how nonprofit software can improve donor retention and fundraising efforts through streamlined data management.
This becomes especially important when leveraging impact-focused integrations like the 360MatchPro integration with NeonCRM’s donor management system, since having an accurate name and email on file will ensure that the automated marketing will be automatically delivered to drive more matching gift requests to completion.
An important process adjustment includes logging which businesses a donor works with. If you notice on LinkedIn or through your matching gift outreach that a person has changed jobs, be sure that this change is reflected in their account in your database of record.
Use personas to hone your retention message
Once your organization has established a confident foundation for your donor database, you will be able to begin strategic outreach and cultivation around donor retention. Rather than randomly calling people who have donated in the past, your organization can implement a data-driven outreach plan that centers around the creation of donor personas for your retention stewardship needs.
The concept of personas originally came from the marketing world as a way to group buyers into key segments of your audience. Since then, there has been some exciting work done around developing donor personas specific to the nonprofit industry.
Developing a persona to organize your work around can help to clarify the key items that will relate to your audience. Instead of creating mass messaging that doesn’t appeal to anyone, organizations should be crafting communications that speak directly to a specific audience.
An added step that your organization could be taking involves running reports specifically on donors who have requested matching gifts in the past. Being able to create a persona specifically around match-eligible donors will be an empowering step toward maximizing your impact. Take it one step further and create personas around new match-eligible donors versus lapsed match-eligible donors.
Make donor love central to your mission
Beyond poor communication, another reason that your organization may be losing donors is the donation experience itself. Review how easy it is to make a donation on your website and, more specifically, how clear your instructions around initiating a matching gift are.
Donor love should be at the center of the giving experience. You can do this by centering fundraising appeals around your organization’s mission and message as well as the donor’s role in making an impact. Make the experience about the donor’s ability to drive change and ensure that your organization is not taking a “me me me” approach to communications.
You can start by taking a hard look at your organization’s website since it will be one of the primary resources that donors use to determine whether they will be giving to your nonprofit.
No matter what your organization does, focusing on your mission will always ensure that donors feel an emotional attachment to your organization.
Donor retention is about ensuring that you are building a lasting relationship with the individual that is giving to you. Matching gifts take that relationship to the next level, involving a generous corporate partner as well as your individual donor. By combining matching gifts with a strategy focused on donor retention, you will be able to chart an exciting path towards sustainability and growth for your nonprofit.
Tim Sarrantonio is a team member at Neon One and has more than 10 years of experience working for and volunteering with nonprofits. Tim has raised over $3 million for various causes, engaged and enhanced databases of all sizes, procured multiple successful grants, and formulated engaging communications and fundraising campaigns for several nonprofits. He has presented at international conferences and is a TEDx speaker on technology and philanthropy. He volunteers heavily in his hometown, Niskayuna, NY.
https://doublethedonation.com/wp-content/uploads/2022/06/Double-the-Donation-NeonOne-Matching-gift-retention-feature.jpg319722Adam Weingerhttps://doublethedonation.com/wp-content/uploads/2022/03/logo-dtd.svgAdam Weinger2019-02-18 17:56:442024-02-26 19:54:25Matching Gift Retention is the Future of Fundraising
Stock donations are a unique method of giving in which individual donors can support nonprofit causes by transferring ownership of stock shares from themselves to the organization in question.
Author: Kristy Fonterela, VP Marketing, Funds2Orgs. Kristy Fontelera is a creative professional with a background in corporate and nonprofit social media advertising, content creation, and brand strategy. As the VP of Marketing, she works with a suite of global fundraising brands as well as manages national and local social media accounts for clients and entrepreneurs. Kristy enjoys new books, traveling, Fleetwood Mac, and picnics with her pup. Most of all, Kristy is a passionate individual who loves nothing more than to help others make an impact in their market and the world.
Tim Sarrantonio is a team member at Neon One and has more than 10 years of experience working for and volunteering with nonprofits. Tim has raised over $3 million for various causes, engaged and enhanced databases of all sizes, procured multiple successful grants, and formulated engaging communications and fundraising campaigns for several nonprofits. He has presented at international conferences and is a TEDx speaker on technology and philanthropy. He volunteers heavily in his hometown, Niskayuna, NY.