Fundraising is an essential part of any nonprofit organization’s efforts to meet its mission, but securing donations isn’t always straightforward. While traditional donation campaigns remain effective, one of the most powerful ways to maximize revenue is through fundraising matches.

There are many types of fundraising matches, each with its own unique benefits. Whether you’re considering employer-matched gifts, peer-to-peer campaigns, or social media challenges, each type offers your nonprofit a way to reach new donors and encourage existing supporters to give more.

In this post, we’ll explore the types of fundraising matches that your organization should consider to boost your donation efforts and achieve your fundraising goals. Let’s get started with the basics.

What is a fundraising match?

A fundraising match is a dedicated program wherein a major donor, company, or other entity agrees to match donations made by others, typically on a one-to-one basis or at a set ratio. This matching process essentially doubles the donation impact, encouraging supporters to contribute more, knowing their gift will be matched by another party.

Fundraising matches can take many forms, but they all share one common goal: increasing the total funds raised by a nonprofit and maximizing the impact of each donor’s contribution.

The key idea behind a fundraising match is to amplify donations by involving an external matching entity. Often, this involves companies matching donations made by their employees or major donors pledging to match contributions raised during specific campaigns or events. This strategy can help nonprofits raise more funds while also engaging their donor base more effectively.

How It Works:

When a donor contributes to a fundraising campaign that offers a match, they’re essentially “doubling” their gift through the matching entity’s contribution. For instance, if a donor gives $50, and their company offers a 1:1 match, an additional $50 will be donated, bringing the total contribution to $100.

This creates a win-win situation: the nonprofit receives more funds, the donor feels their contribution has more impact, and the company or other matching entity can highlight their commitment to social responsibility or community engagement.

Why It’s Beneficial for Nonprofits:

Fundraising matches serve as an excellent way to stretch limited fundraising dollars. For organizations with tight budgets, offering a matching gift can create a sense of urgency and excitement, driving more donations within a set period. Additionally, matches can be used as a marketing tool to rally support for specific campaigns, making it easier to hit or exceed fundraising goals.

Fundraising matches are an ideal way to engage both new and existing donors. They can also be used in various contexts, from corporate-sponsored matches to peer-to-peer challenges, making them a versatile strategy to incorporate into your fundraising efforts.

What are some types of fundraising matches to consider?

When it comes to maximizing the impact of your fundraising efforts, leveraging different types of fundraising matches can make a significant difference. These matches not only help increase the total funds raised but also encourage greater donor engagement and participation.

Whether you’re looking to motivate your existing supporters to give more or attract new donors to your cause, understanding the various types of matches available can help you choose the best approach for your organization’s goals.

Employer matching gift programs

Employer or corporate matching gift programs are some of the most popular and effective fundraising match types available. In these programs, a company agrees to match its employees’ donations to qualified nonprofits. Typically, employers match gifts on a 1:1 ratio, though some companies offer higher or lower matching amounts.

These programs are typically easy to promote and can lead to a significant increase in the total donations raised during a campaign.

Recommended use cases:

Employer matching gift programs are especially valuable for nonprofits with a strong base of corporate supporters or for individuals who work for companies that offer them. They can be used year-round, but are especially impactful during key fundraising periods, such as year-end campaigns or giving days.

These matches encourage employees to give more, knowing their contributions will be doubled, and can also be a great way to secure ongoing funding from corporate partners.

Here’s an example of an employee matching gift promotion by LaSalle University:

Platforms available:

Several platforms provide tools to help nonprofits manage and track employer matching gifts:

• Double the Donation Matching: This #1-rated platform integrates with your nonprofit’s donation system, automating the identification of matching opportunities and encouraging donors to submit their gifts for matching.
• HEPdata: Another platform that provides tools for managing employer matching programs, helping nonprofits track donations and secure matching funds efficiently.

Employer matching programs not only amplify individual supporters’ donations but also strengthen the relationship between nonprofits and corporate sponsors. By equipping fundraisers with these platforms, nonprofits can streamline the process and ensure that every eligible donation is matched.

One-off employer matching gifts

One-off employer matching gifts are targeted matching donations, often set up for specific campaigns or time-sensitive events. Unlike traditional employer-matching gift programs that are generally ongoing in nature, one-off matches are typically used during special fundraising efforts, in which a company agrees to match employee donations made during a specific period or event.

This type of match can spur urgency and excitement, as individuals know their contributions will be amplified for a limited time.

Recommended use cases:

One-off employer-matching gifts work well for time-bound fundraising campaigns, such as end-of-year drives, special events, or emergency appeals. When donors know their contributions will be matched for a limited time, it often creates a sense of urgency that encourages them to give more. Additionally, these matches can be used for unique causes, such as disaster relief or capital campaigns, where you want to generate maximum support in a short window.

Here’s an example of a one-off employer matching gift campaign by Blood Cancer United (formerly LLS):

Platforms available:

• Double the Donation Matching: This platform allows nonprofits to integrate one-off employer matches into their customizable database solution, encouraging donors to take action with tailored next steps throughout a set time limit. One-off matches are typically promoted by companies or nonprofit organizations via email or social media, highlighting their time-sensitive nature to create a sense of urgency and maximize donations.

This type of matching is highly effective at generating quick bursts of fundraising activity, especially when strategically promoted to qualifying employees.

Major donor challenge matches

Major donor challenge matches involve a key donor (or group of donors) who pledges to match all donations up to a certain amount. These challenge matches are often used to incentivize other donors to contribute by showing that their gifts will be doubled (or even tripled) by the major giver.

These campaigns are often time-sensitive and can be highly effective in generating excitement around a specific cause or fundraising goal.

Recommended use cases:

Major donor challenge matches are most effective for raising large sums of money quickly. These types of matches are commonly used for annual fundraisers, capital campaigns, or year-end giving efforts. They work best when you have a committed donor willing to offer a substantial match and when the nonprofit has an established donor base motivated by the prospect of their donation being amplified.

Here’s an example of a major donor challenge match from Healthy Birth Day:

Platforms available:

• MatchNice: MatchNice provides tools specifically for creating and managing major donor challenges. The platform allows nonprofits to set up matching campaigns in which large donors or corporate sponsors publicly pledge to match donations, driving momentum and excitement for the campaign.

Major donor challenge matches can have a significant impact, especially when paired with a strong marketing strategy and communication plan to rally donors.

Flexible matching campaigns

Flexible matching campaigns allow donors to engage in highly customizable giving programs, creating an environment where they can help drive fundraising in ways that fit their preferences. These campaigns generally offer two types of matching tools: matches and challenges. Matches incentivize donors to contribute incrementally by committing a set amount per donation, while challenges motivate donors to meet specific thresholds, such as a certain number of donations or a fundraising target. Both options provide a way to motivate others and boost campaign momentum, with the added flexibility to tailor terms to specific donor preferences or campaign goals.

Recommended use cases:

Flexible matching campaigns are ideal when you want to inspire donor engagement and increase both the number of donors and the total funds raised. These campaigns work well for special events, capital campaigns, or any fundraising initiative that requires motivating a large group of supporters to take action.

These campaigns are especially powerful for end-of-year fundraising, community-based campaigns, or launching new initiatives that require building momentum quickly.

Here’s an example of a flexible matching campaign by GiveCampus:

Platforms available:

• GiveCampus: Fundraising solutions like GiveCampus offer both matching and challenge campaigns, allowing nonprofits to set up flexible, custom parameters. Organizations can choose to match a set dollar amount per donation, a certain number of donors, or a specific fundraising goal.

To maximize the effectiveness of flexible matching campaigns, set clear goals and communicate these to your donors. The prospect of unlocking a match or challenge often motivates donors to give more and encourages their peers to do the same.

Donor-to-volunteer matches

Donor-to-volunteer matches provide a unique way to amplify the impact of volunteer time by converting hours spent volunteering into financial contributions. These programs encourage individuals not only to donate their time but also to make a financial contribution to the nonprofit they’re supporting. When someone volunteers, their time unlocks a donation match from a fellow donor or community member, significantly increasing the total support for the cause.

This type of match is designed to maximize both volunteer engagement and financial support, creating a deeper connection between volunteers and the organizations they serve.

Recommended use cases:

Donor-to-volunteer matches work best for nonprofits with a dedicated base of volunteers who regularly contribute their time. These matches are ideal for programs focused on building long-term relationships with volunteers and fostering a sense of community and collective impact. They’re especially useful for campaigns that rely on active volunteer engagement, such as those running volunteer-driven events or ongoing community outreach programs.

Here’s an example of a donor-to-volunteer match from Kindly:

Platforms available:

• Kindly: Kindly connects volunteers with donation matches through its platform. When volunteers log their hours, they unlock the ability to make a donation, which is then matched by a like-minded community donor. This system helps nonprofits drive additional funding by converting volunteer time into financial contributions, maximizing the impact of both volunteerism and charitable giving.

By leveraging donor-to-volunteer matches, nonprofits can foster a deeper connection with their supporters while encouraging more frequent donations and volunteer participation. It’s a win-win for organizations looking to create sustained support and increase their financial and human resources.

Volunteer hour-matching

Volunteer hour-matching programs, also known as corporate volunteer grants, involve companies donating money based on the number of hours their employees volunteer for a nonprofit. These programs are designed to encourage volunteerism by turning an employee’s time spent helping into a financial donation to the nonprofit. For example, a company might donate $20 for every hour an employee serves at a nonprofit, providing a grant of $160 or more for a full day’s volunteer work.

Recommended use cases:

Volunteer hour-matching is particularly effective for organizations with a dedicated volunteer workforce. It’s ideal for large nonprofits or those focused on community-based initiatives that rely heavily on volunteers. Nonprofits can encourage volunteers to log their hours with their employers to secure matching donations, thereby increasing both engagement and funding.

Here’s an example of a volunteer grant promotion by the Pan-Mass Challenge:

Platforms available:

• Double the Donation Volunteering: Double the Donation’s platform helps nonprofits track volunteer hours and ensure they’re eligible for volunteer hour matches or even other workplace giving programs. This integration simplifies the process for volunteers and organizations, making it easier to maximize donations from volunteer hours.

These volunteer-based programs offer an excellent opportunity to raise additional funds while also fostering long-term relationships with supporters and corporate partners alike.

Social matching

Social matching involves matching donations made through social media platforms, often during fundraising campaigns that are promoted on platforms like Facebook. Corporate sponsors or large donors pledge to match contributions made by individuals who give via social media channels. This type of match leverages the power of social sharing to amplify donations while creating viral fundraising campaigns.

Recommended use cases:

Social matching is ideal for nonprofit campaigns that have a strong social media presence. Whether it’s a holiday campaign, a disaster relief drive, or an awareness-raising initiative, social matching can increase visibility and drive donations. This is especially effective when nonprofit supporters share their donation stories on social media, encouraging their networks to contribute as well.

Here’s an example of a social match campaign from Meta, Facebook’s parent company:

Platforms available:

• Facebook Fundraising Challenges: Facebook allows nonprofits to create donation campaigns that can be boosted by social sharing and corporate matches. Corporate sponsors (including Meta itself) often match donations made through Facebook Fundraising campaigns, enhancing the reach of these efforts.

Social matching leverages peer influence, making it a highly effective tool for nonprofits looking to expand their donor base and reach new supporters.

Crowdfunded matches

Crowdfunded matches represent a strategic fundraising approach where an organization raises funds from multiple smaller or mid-level donors, creating a “match pool” that can then be used to match future donations in an upcoming campaign.

This process involves gathering contributions from a collective group of donors to form a pool of matching funds, which are then used to encourage new donations during a specific fundraising drive or event.

Recommended use cases:

Crowdfunded matching is ideal for nonprofits looking to build a strong sense of community and collaboration among their donor base. It works particularly well for smaller or mid-sized organizations that may not have access to large corporate sponsors but still want to harness the power of matching gifts to boost their fundraising.

This strategy is also effective when you want to engage your donor community and encourage them to take an active role in the fundraising process, as it relies on the collective effort of many individuals.

Here’s an example of a crowdfunded match campaign from Charity Navigator:

Platforms available:

• GoFundMe: GoFundMe allows nonprofits to create crowdfunding campaigns in which individual donations can be pooled to create a matching fund. The platform provides tools for setting up the crowdfunded match and allows organizations to manage their donor lists and match progress.

Crowdfunded matching campaigns offer a unique opportunity for nonprofits to leverage their community’s collective support, creating a compelling reason for new donors to give and increasing total funds raised during a campaign. By using a match pool built from smaller or mid-level donations, nonprofits of all shapes and sizes can amplify their fundraising efforts and inspire broader donor participation.

Run/walk/ride fundraising matches

Run/Walk/Ride fundraising matches are tailored for athletic events where participants fundraise by participating in experiences such as marathons, 5Ks, or charity bike rides. Within this type of fundraising match, the event participant’s employer agrees to match the total funds raised by the participant during these events, typically through a peer-to-peer fundraising platform.

Recommended use cases:

These types of matches are perfect for athletic events or community runs/walks that raise money for charity. They work well when you have a large number of participants, as you’re likely to locate some that work for companies with these fundraising match programs in place. With a corporate sponsor willing to match the total funds raised, you can amplify the contributions and increase overall fundraising.

Here’s an example of a peer-to-peer fundraising match program policy from State Street Corporation:

Platforms available:

• Double the Donation Matching: This platform allows organizations to incorporate matching gifts into athletic fundraising events, offering participants the chance to have their contributions matched by corporate sponsors.

Run/Walk/Ride matches offer a fun and engaging way to bring in donations, while the matching aspect encourages participants to reach higher fundraising goals.

---

Wrapping Up & Next Steps

There are many types of fundraising matches that nonprofits and schools can leverage to boost their campaigns and increase donations. Whether through employer matching, peer-to-peer challenges, or social media initiatives, each type offers unique benefits and can help your organization reach more donors.

Understanding and strategically deploying different types of fundraising matches available can significantly enhance your revenue-generation efforts. To maximize the potential of these opportunities, it’s important to use the right tools to manage and track their success. Good luck!

Interested in learning more about fundraising matches and how you can make the most of them? Check out these additional recommended resources:

• Free Download: The Ultimate Guide to Corporate Matching Gifts. Corporate matching gifts are one of the most popular forms of fundraising matches. Here’s what you should know about them with this complete guide!
• Matching Donation Challenges: How to Double Donors’ Impact. Looking to grow your knowledge on all things matching donation challenges? Explore top tips and tricks in this helpful resource.
• Key Statistics on Challenge Grants and Donation Matches. Dive into challenge grants and donation matches with an overview of recent statistics and trends! Discover what you need to know about them here.

Workplace giving donors are some of the most valuable supporters an organization can have, but are also some of the trickiest to steward. Also known as employee giving or workplace philanthropy, workplace giving is the practice of making a charitable donation through a program sponsored by an employer, often through a payroll deduction.

It’s no surprise that these programs are growing in popularity. Employees feel a connection to causes they care about. They appreciate programs that make it easier to support social good organizations, especially when there is an employer match to amplify their impact.

When properly stewarded, workplace giving donors can be ideal prospects for cultivating over time. In this article, we’ll cover the essentials of stewarding workplace donors and the data you need to make it happen:

• The Value of Workplace Giving Donors
• The Challenges of Workplace Philanthropy Data
• How to Steward Corporate Philanthropy Donors

But first, let’s take a look at why these donors are so important.

The Value of Workplace Giving Donors

Several factors make workplace giving donors worth your organization’s attention.

1. Workplace donors are loyal.

Workplace philanthropy platforms and workplace-sponsored programs are designed to encourage donations, especially recurring gifts. They make giving easier by providing a path to give with reminders and incentives. Plus, these programs create a culture of philanthropy where giving is the norm rather than the exception.

Because of corporate programs like payroll deduction, matched donations, or monthly philanthropic stipends, workplace donors are far more likely to donate frequently.

2. Workplace donors are reliable.

Donors who give through workplace programs often represent some of the most consistent supporters a nonprofit can have. Their steady income, along with the convenience of payroll deduction or workplace stipends, makes it easy to sustain recurring gifts, creating a dependable foundation of support year after year.

3. Workplace donors are excellent candidates for larger gifts.

Frequency of giving and wealth capacity are the best indicators of major giving eligibility. It makes sense: if a donor has been making a bi-monthly contribution through their paychecks for years, it is likely they have a strong affinity for your organization and clearly have the capacity to budget for charitable giving. For these reasons, corporate donors can be excellent prospects for major or even principal gifts as they advance in their careers.

4. Workplace giving programs often include a corporate match.

Another important reason to pay attention to workplace giving donors is that their contributions often count for more than (even double!) the listed amount. To incentivize philanthropy, workplace giving programs frequently allow for some amount of an employee’s contribution to be matched by the employer. 

If you’re not proactively seeking matched donations, your organization is leaving money on the table. Check out Double the Donation’s technology options to identify and facilitate matched gifts!

The Challenges of Workplace Philanthropy Data

For all their advantages, workplace giving donors pose several core challenges for nonprofit fundraisers. Many organizations struggle to gather the data they need to acknowledge and steward workplace giving donors for long-term support. Here’s why:

Workplace giving data comes at varying times.

Depending on the employer sponsoring the corporate giving program, your organization may receive disbursement files with information about corporate gifts weekly, monthly, quarterly, or at a different interval altogether. Even once you have this gift data, it’s not always clear when it will make its way into your CRM and become available for development and stewardship officers to use.

Workplace giving data arrives in different formats.

Different organizations use different systems for workplace giving programs, including Benevity, YourCause, and Cybergrants, to facilitate gift transactions. Each of these systems formats the information slightly differently, from field names to how it displays street addresses. This causes challenges for moving data into your CRM or general ledger. Not to mention, duplicate records are common. Your organization may have two records for the same donor, one for corporate giving and another for the donor’s personal philanthropy. Without complete corporate philanthropy data, it is difficult to know that both records relate to the same person.

Bad data leads to poor workplace giving stewardship.

Effective donor stewardship hinges on accurate data. Without timely, reliable information on your donors’ giving history, addresses, and communication preferences, it’s hard to thank, update, and develop relationships with donors that foster long-term support.

Moreover, insufficient data holds stewardship back by limiting opportunities for personalization. For example, many organizations find value in thanking first-time donors differently from repeat donors. Sharing a bit about the organization’s mission and current initiatives can make it easier to secure a second gift from a new donor. As a result, flagging new donors depends on having sufficient data on your current donors to ensure they aren’t duplicate records, a struggle for many organizations.

How to Steward Corporate Philanthropy Donors

Now that you understand its importance, as well as potential challenges you may face, let’s dive into a few key strategies nonprofits like yours can implement to effectively steward workplace giving donors.

1. Develop a process for gathering corporate philanthropy donor data.

Investing time in creating a workflow for gathering, transforming, and storing workplace giving donor data will pay off in the future. If your organization relies on manual spreadsheet edits before time-consuming uploads into your CRM, chances are your corporate giving data is plagued with errors, including duplicate records. Luckily, there are solutions for automating workplace giving data imports, so you can spend less time wrangling spreadsheets and more time on the meaningful outreach that will keep your donors engaged.

2. Thank donors promptly.

Once you have a workflow that automates, or at the very least, streamlines moving donor data into your development CRM, create a report that notifies your team about a gift from a corporate donor. Run that report once a week, or have it automatically sent to your inbox.

From there, build a process to thank these donors quickly. Take advantage of email marketing templates and tokens to personalize these notes at scale. A common goal is to let no more than 5 business days pass between receiving a gift and sending an acknowledgement.

Remember to keep automated acknowledgements fresh. Corporate donors are often frequent donors. Sending the same thank-you note to a donor on multiple occasions comes off as insincere, even if well-intentioned. Switch up the images, introductions, subject lines (if applicable), and acknowledgement text at least once a quarter to maintain variety in your content.

3. Personalize your outreach.

Make your acknowledgements meaningful: personalize wherever you can. Using a donor’s preferred name is an obvious starting point. However, we encourage you to get creative and use the data you have at your fingertips. Conduct donor surveys to understand how your donors like to be thanked. Is a phone call, voice mail, email, or text preferred? Think about the areas of interest for your donors. Are there particular initiatives you can provide updates on? Who at your organization is the best person to conduct the outreach? Perhaps a grant recipient, student scholar, researcher, or board member would be best suited for this role. The more you can match your donors’ preferences, the better the effect.

Learn more about building complete donor profiles in a free eBook from Omatic Software.

4. Show impact.

It’s crucial to nail acknowledgments; no donor should go without a proper thank you. Once acknowledgements are in order at your organization, you can move on to another essential aspect of stewardship: impact reporting.

Impact reporting can keep even the most seasoned stewardship officers up at night! Often, the development offices charged with fundraising don’t have much control over how (or when) the organization spends that funding. Reporting on the real-world effects of philanthropy requires tracking gifts and figuring out not only what the gift purchased, but why that matters for your mission. When donors know their funding makes a difference, they’re far more likely to give again. 

5. Don’t forget about the “workplace” in workplace giving.

Finally, think about one of the aspects that makes a corporate giving donor unique: the fact that they give through an employer-sponsored program. This is an opportunity to cultivate a relationship with an institution that can make a significant impact on your organization. Find out who organizes this workplace philanthropy program. Learn who the C-suite champions of the programs are. From there, show gratitude and explore options for collaboration.

It’s worth taking the time to discover which programs help with employee retention and how your organization can get involved, as this could lead to a long-term, fruitful partnership.

---

Wrapping Up: Data Matters

Effective donor stewardship requires accurate data; you can’t properly thank donors if you don’t know who they are or how they want to be acknowledged. Don’t let the challenges of gathering corporate philanthropy data prevent it from happening; losing a workplace giving donor is losing a shot at long-term, sustained support.

Luckily, there are tools at your disposal to streamline workplace giving data and simplify stewardship. Ready to learn more about stewarding workplace giving donors? Join Omatic Software and Double the Donation for a live webinar on the dos and don’ts of workplace philanthropy. Get your questions answered by experts during the Q&A. Save your seat today!

Nonprofit fundraising can feel like an uphill battle even in the best periods, but when the economy shifts, donor behaviors change, or unforeseen global challenges arise, the pressure on nonprofits grows even heavier. That’s why diversifying your revenue streams amidst uncertain times is more than a best practice; it’s a lifeline for sustaining your mission.

Interested in learning practical strategies for building resilience, from reaching new donors to expanding corporate partnerships? In this blog, we’ll review the following:

• Understanding the Trying Fundraising Landscape
• Navigating Individual & Corporate Donor Expectations
• Diversifying Your Support While Staying True to Your Mission

Understanding the Trying Fundraising Landscape

We know: it’s hard out there. Nonprofits of today are navigating a fundraising environment shaped by rapid change and mounting pressures. From federal funding shifts to broader economic uncertainty, organizations are being asked to do more with less while still delivering on their missions.

A few challenges these nonprofits face include…

• Rapidly changing social environment: Donors are influenced by evolving cultural conversations and global issues, making it harder for organizations to keep pace with shifting priorities.
• Economic volatility and donor caution: Inflation, market instability, and financial insecurity cause donors to give more carefully, with heightened expectations around impact.
• Increased competition for philanthropic dollars: With more nonprofits vying for a limited amount of attention and resources, standing out requires clarity and creativity.
• Cuts to federal spending: Many organizations are feeling the strain as government funding shrinks, pushing them to rely more heavily on private giving in a number of ways.

Despite these challenges, the philanthropic sector continues to show resilience. In 2024, Americans gave nearly $600 billion, the second-highest total on record. Breaking it down further:

• Corporate giving rose by 9.1%, highlighting opportunities for nonprofits to lean into workplace giving, sponsorships, and matching gift programs.
• Individual giving grew by 3.3%, demonstrating that even in uncertain times, people remain committed to causes they care about.

While these numbers are encouraging, they aren’t guaranteed to hold steady. Political and economic developments in the coming years may significantly reshape giving patterns, making adaptability more critical than ever.

Navigating Individual & Corporate Donor Expectations

Today’s donors (individuals, corporations, and foundations alike) are raising the bar for how nonprofits engage, communicate, and deliver impact. Meeting their expectations requires understanding what matters most to each group, then tailoring your approach to build trust and deepen support.

What Matters Most to Individual Donors

Individual giving continues to represent the largest share of philanthropic dollars, but how people choose where to give is evolving:

• Selective giving: Donors are narrowing their focus, seeking confidence that their contributions generate strong returns on investment (ROI) for the causes they care about.
• Tired of politics: Supporters are fatigued by partisanship. They’re drawn to nonprofits with a steady, mission-driven voice that rises above the noise.
• Next-gen expectations: With Millennials and Gen Z positioned to inherit unprecedented wealth, their influence is already reshaping philanthropy. They value equity, climate action, and authenticity, and expect nonprofits to reflect these commitments in both mission and practice.

The overall message is clear: individuals want more than transactional giving. They’re looking for purpose-driven partnerships with nonprofits that feel aligned with their values and offer a lasting impact.

What Matters Most to Corporate Donors

Corporations remain powerful partners for nonprofits, but their giving priorities are also shifting in response to external pressures. Here’s what we’ve been seeing:

• Tight budgets: Some corporate social responsibility (CSR) teams are facing shrinking budgets, making nonprofit alignment with business priorities more essential than ever.
• Risk sensitivity: Many companies are cautious about controversial issues, but they still want to be perceived as responsible and engaged.
• Visibility: Companies seek safe, positive ways to tell their story, often through employee engagement, cause marketing, and nonprofit partnerships that bolster reputation.

For nonprofits, understanding these shifting priorities is crucial to establishing and maintaining lasting corporate partnerships. By aligning your work with business goals, offering safe yet meaningful avenues for visibility, and demonstrating resilience in uncertain times, you position your organization as a trusted partner. Ultimately, the nonprofits that can meet corporations where they are, while staying mission-focused, will be best equipped to secure support and grow impact.

What Matters Most to Foundation Donors

Finally, foundations occupy a unique position within the philanthropic ecosystem. To successfully engage foundations, nonprofits must understand the priorities that drive these institutional donors.

• Filling the Gaps: With federal programs being cut or underfunded, many foundations view their role as bridging critical needs that the public sector cannot fully address. They’re looking to support nonprofits that can demonstrate measurable impact in areas where resources are scarce and where their funding can make a meaningful difference.
• Bigger Picture Lens: Foundations increasingly prioritize cross-cutting issues rather than single-program interventions. Topics such as equity, climate resilience, health access, and systemic change are appealing because they intersect multiple areas of societal impact. Nonprofits that can frame their work within this broader context and demonstrate how their programs contribute to larger societal outcomes are more likely to capture the attention of foundations.
• Longer Commitments: Multi-year, flexible funding remains the gold standard for foundations. They seek organizations that are well-led, adaptable, and capable of scaling impact over time. However, competition for these grants is fierce. Foundations want confidence that their investment will be managed wisely, yield results, and align with their strategic priorities over the long term.

The takeaway here is clear: foundation donors are seeking partners who go beyond transactional project funding. They value organizations that can demonstrate strategic vision, operational competence, and the ability to respond to evolving social needs. By aligning your proposals with these expectations, you position your nonprofit as a credible, long-term partner capable of turning foundation support into meaningful change.

Diversifying Your Support While Staying True to Your Mission

When times are uncertain, one of the strongest strategies for nonprofit resilience is diversifying funding sources. By broadening your base of support, you not only safeguard your organization against volatility but also deepen trust with stakeholders.

The key, however, is to pursue diversification in a way that strengthens (not dilutes) your mission.

Why Diversification of Funding Matters for Nonprofits

Nonprofit revenue diversification ensures the long-term viability of your organization by reducing the risks that come with overdependence on a single donor or funding source. When one stream contracts, others can help fill the gap, creating greater stability in uncertain times.

At the same time, having a mix of revenue sources builds stronger trust among partners, since funders want to know you have multiple pathways to sustain your mission. Diversification also increases your organization’s visibility, introducing your work to new audiences and expanding your reach across multiple communities. Ultimately, the more balanced your support base, the better positioned your nonprofit will be to weather challenges and continue driving impact.

Best Practices for Successful Revenue Diversification

To diversify effectively while staying grounded in your mission, consider these best practices:

• Plan ahead. The most successful nonprofits approach diversification with strategy and foresight. Instead of relying on static planning models, organizations are increasingly prioritizing financial modeling to prepare for funding volatility—particularly when government sources are uncertain. Developing best-, moderate-, and worst-case revenue forecasts helps leadership anticipate different scenarios and act decisively. At the same time, it’s essential to evaluate whether your reserves match your risk profile and operational needs.

• Leverage your connections. Another critical best practice is making the most of your connections. Building authentic relationships with donors and funders starts with honest conversations about where your organization stands today and where it’s headed in the future. Benchmarking against your peers can reveal who is funding similar organizations, while also uncovering opportunities with nontraditional funders—such as community foundations or family funds—that align with your mission. Engaging the “Meaningful Middle” donor segment, those who give between $1 million and $25 million annually, can unlock transformational support that many nonprofits overlook.

• Remain mission-focused. Perhaps the most important principle in diversification is staying true to your mission. Without clear guardrails, it can be tempting to pursue every new funding opportunity, but diversification is not about chasing dollars; it’s about broadening support in ways that reinforce your purpose. Every new opportunity should be evaluated against your mission and values by asking: Does this align with who we are? Will it strengthen our core work, or distract us from it?

By planning ahead, making the most of your network, and staying firmly rooted in your nonprofit’s mission, organizations like yours can diversify their funding in ways that foster stability and growth.

Remember: diversification is not about spreading yourself thin or chasing every opportunity. It’s about intentionally building a balanced portfolio of support that reduces risk, strengthens donor trust, and ensures your organization is equipped to thrive in any environment.

---

Wrapping Up & Next Steps

Turbulent times don’t have to mean stalled growth. By diversifying your support base, leaning into corporate philanthropy opportunities, and staying true to your mission, your organization can weather uncertainty and emerge even stronger.

Now is the perfect moment to evaluate your fundraising mix and identify opportunities to broaden your support base. Whether through matching gifts, volunteer grants, or payroll giving, every new pathway adds security to your mission-driven work.