Corporate Citizenship: Creating Meaningful Community Impact
With 77% of consumers aiming to support socially responsible companies and 93% of employees believing that companies must lead with purpose, it’s increasingly important for businesses to give back to their communities to set themselves apart from the competition. That’s where corporate citizenship comes in—by centering this concept at your organization, you’ll be able to reap a variety of benefits and see even greater success.
To help you embrace corporate citizenship at your company, we’ll cover the following topics:
- Definition of Corporate Citizenship
- Corporate Citizenship versus Corporate Social Responsibility
- Developing Corporate Citizenship: The 5 Stages
- Getting Started with Corporate Citizenship
- Examples of Corporate Citizenship
By the end of this guide, you’ll have a comprehensive understanding of corporate citizenship and the steps you can take to prioritize it in your business. Let’s get started!
Definition of Corporate Citizenship
Corporate citizenship is defined as a company’s contribution to the community it operates in. This concept covers how the company exercises its rights, responsibilities, obligations, and privileges within the local environment to meet its legal, ethical, and economic responsibilities. Organizations that prioritize corporate citizenship measure their success not just with return on investment (ROI) but also their social impact.
Focusing on corporate citizenship also brings a variety of benefits, empowering businesses to:
- Build trust with customers. A common criticism of businesses is that they are overly greedy and inconsiderate of their community. Through corporate citizenship, you’ll show customers that you care about more than just your bottom line, securing their trust.
- Set yourself apart from competitors. As the corporate landscape becomes increasingly competitive, corporate citizenship allows you to set yourself apart from rival businesses in a positive way. By doing so, you’ll be able to attract more customers.
- Attract new talent. Aside from attracting new customers, strong corporate citizenship practices also appeal to potential employees. Talented individuals seeking new work are likelier to apply for employment at your business, filling vacancies in a timely fashion.
- Increase employee engagement. According to Gallup’s State of the Global Workplace report, employees who aren’t engaged cost the world almost $9 trillion in lost productivity. Through corporate citizenship, you can demonstrate that you share similar values with your employees to secure their engagement and motivate them to perform highly.
- Promote employee retention. With almost 70% of employees saying that they won’t work for a company that doesn’t have a strong purpose, having dedicated corporate citizenship practices will help your business retain existing employees.
As expectations for businesses grow higher, your company must rise to meet them to stay competitive. From employees to customers to society at large, these groups all care about your company’s purpose and how you’re giving back to the community. Great corporate citizenship goes beyond surface-level issues. Instead, it requires you to establish practices and initiatives that address a variety of challenges using your unique resources.
Corporate Citizenship versus Corporate Social Responsibility
You may be thinking: Wait a minute! This sounds familiar. Isn’t corporate citizenship just a synonym for corporate social responsibility?
While there are varying definitions of corporate citizenship and corporate social responsibility (CSR), according to the Boston College Center for Corporate Citizenship (BCCCC), corporate citizenship is a larger umbrella term that encompasses CSR. Corporate citizenship refers to the impact a business has on society. CSR refers to the specific activities that are happening within a company that will further its corporate citizenship. This includes projects, campaigns, and initiatives.
Additionally, another term that is associated with corporate citizenship and CSR is environmental, social, and corporate governance (ESG). This term helps us to categorize corporate citizenship efforts as environmental, social, or governance-related.
So, for example, let’s say a restaurant has decided to focus more on corporate citizenship. They start by considering the amount of food waste they produce. To reduce that waste, they then decide to donate any leftover food to local food pantries. In this situation, the food donation program would be considered CSR that aids in environmental and social causes. Add this program to the restaurant’s other rights and responsibilities in society, and you get a greater picture of their corporate citizenship.
Developing Corporate Citizenship: The 5 Stages
According to the BCCCC, there are five stages to corporate citizenship. In this section, we’ll go over each stage to help you determine which stage your organization is in and how you can become a better corporate citizen. Let’s dive in!
1. Elementary
At the elementary stage of corporate citizenship, an organization is more concerned about complying with existing laws than it is about creating a positive impact on its community. There’s little to no actual interest in corporate citizenship from leadership. Any CSR programs are undefined, underdeveloped, or even nonexistent. Any efforts made are mostly to protect the organization’s reputation, and these efforts are often viewed as performative.
That’s not to say that all organizations in the elementary stage of corporate citizenship are only doing the bare minimum because they don’t care about social or environmental good. For example, some small businesses may be at this stage simply because they do not have the resources for further community involvement.
2. Engaged
In this stage, company leaders begin to take an interest in society’s expectations and corporate citizenship. They experience the beginnings of a mindset shift for their organization’s role and responsibilities. Corporate citizenship in this stage is policy-focused—leaders create programs or initiatives that encourage employees and managers to take part in social and environmental good. Plus, they begin to have more discussions with shareholders and stakeholders who are interested in more innovative corporate citizenship practices.
Although organization leaders and employees are engaged with corporate citizenship, at this stage they’re still reactive in their policies rather than proactive. This is still only the start of corporate citizenship, and companies still have lots of room for improvement.
3. Innovative
As companies move through the stages of development, they gradually become more involved and proactive about corporate citizenship. In this stage, policies become more defined as business leaders discover methods that work for their organizations. This leads to an increase in program launches to support corporate citizenship, such as corporate philanthropy initiatives.
During this time, there may be some internal restructuring to make it more convenient for the company to fulfill its responsibilities. Additionally, there are usually increased discussions with stakeholders, experts, and leading companies.
4. Integrated
By the end of the innovative stage of corporate citizenship, a company’s biggest challenge will be to create a cohesive citizenship strategy. In the integrated stage, leaders are constantly setting new standards and monitoring performance in all areas, including social, environmental, and financial.
At the end of this stage, a company’s corporate citizenship efforts will be fully integrated into its core values, everyday activities, and lines of business. Plus, they’ll determine exactly how deep their commitment to citizenship is.
5. Transforming
A company in the transforming stage is often viewed as a leader in corporate citizenship. These organizations take their citizenship extremely seriously, and many aspire to make the world a better place. They partner extensively with other organizations to address problems socially and environmentally. Businesses in this stage are the ones everyone else looks up to as an example of great corporate citizenship.
Getting Started with Corporate Citizenship
If you’re unsure how your organization approaches corporate citizenship, then it’s likely that your company is in one of the first few stages of developing a corporate citizenship strategy. If you’re ready to begin your journey, consider these jumping-off points:
- Re-examine your core values. Consider your core values and how they might be hindering your ability to become a great corporate citizen. Brainstorm ways to adjust your core values to support your dedication to corporate citizenship. For example, you might choose to center the concepts of respect and empathy toward employees, customers, and the greater community.
- Prioritize ethics and sustainability. Implementing ethical and sustainable business practices may require operational changes at your company. However, making those changes will show other organizations and customers that you’re prioritizing corporate citizenship. Consider how your organization can reduce waste, conserve resources, and even support eco-friendly projects.
- Embrace diversity, equity, and inclusion (DEI). Many businesses face criticism for what is perceived as performative social corporate citizenship, especially surrounding the topic of DEI. Although you may be just beginning your journey to becoming a better corporate citizen, seriously consider the way DEI plays into your business. Examine your hiring practices, create inclusive policies, and invest in training to ensure that you’re up to date with the best DEI practices.
- Engage in corporate philanthropy. Part of becoming a better corporate citizen is giving back to the community. Through corporate philanthropy initiatives such as workplace giving campaigns, sponsorships, volunteer grants, or matching gifts, your business can contribute to the success of nonprofits in your community.
As you develop programs and make changes to become a better corporate citizen, share them with stakeholders and your customer base. Inform them of your intention to focus on corporate citizenship and ask them if they have any feedback for your company. By doing so, you’ll not only be including your community in the discussion, but you’ll also be crowdsourcing suggestions and getting a read on how your organization is perceived from the outside.
Examples of Corporate Citizenship
To help you understand how you can center corporate citizenship in your organization, here are a few examples of organizations with great corporate citizenship programs:
- Microsoft. Microsoft has committed to four key areas where technology can benefit humanity and our planet. They’re determined to support inclusive economic growth, protect fundamental human rights, create a sustainable future, and earn the trust of their customers. Since 2017, they’ve helped over 50 million people in rural communities gain access to affordable broadband. Plus, in 2022, they trained over 4.5 million people in digital skills and connected them to opportunities in the digital economy.
- Lego. As a toy manufacturer, Lego’s greatest step toward corporate citizenship is committing to fostering a healthy planet through sustainability. Since 2014, they have been a partner of the World Wildlife Fund. They’ve committed to reducing carbon dioxide emissions, reducing manufacturing waste, and using renewable energy in their manufacturing process.
- Ben and Jerry’s. This ice cream company’s mission is to meet human needs and eliminate injustices in local, national, and international communities. They integrate these concerns into their day-to-day business activities by focusing on supplier diversity, sharing responsibility with other businesses, and ensuring all farmers in their supply chain can thrive. They’ve had a B Corp certification since 2012, demonstrating their commitment to being a great company for the world.
Becoming a good corporate citizen requires you to go above and beyond compliance on social and environmental matters. While that may seem overwhelming to an organization that’s just starting, keep in mind that it’s extremely difficult to jump straight to the transforming stage from the elementary stage of corporate citizenship. Start small and slowly grow your efforts to become a leader in the corporate citizenship space.
Additional Resources
Being a good corporate citizen comes with many benefits for your business, but above all, it allows your organization to be a responsible member of society. As you begin making adjustments to focus on corporate citizenship, don’t be afraid of making large operational changes. By doing so, you’ll better engage your employees, enhance your reputation, and make a greater difference in your community.
If you’re interested in more resources about corporate citizenship, check out the ones below:
- Top Trends in Corporate Philanthropy for 2023: How to Tap In. Prioritizing corporate philanthropy supports your corporate citizenship goals. This guide covers the top trends and how you can leverage them.
- Corporate Volunteer Grants: The Basics & How to Secure Them. — With volunteer grants, you can give back to the community by encouraging your employees to volunteer with local nonprofits. Learn more about volunteer grants here.
- How to Advocate for a Matching Gift Program to Your Employer. — If you want to see your company prioritize corporate citizenship, you can start by advocating for a matching gift program to your employer. This is a low-stakes way of getting them involved in corporate philanthropy.
Matching Donation Challenges: A Guide to Increasing Gifts
With matching gifts, nonprofit organizations can double the impact of their donors’ contributions with just a tiny amount of effort. In fact, an estimated $2-3 billion is donated through matching gift programs annually. But if you need funds by a specific deadline or want to finish out your fundraising campaign with a bang, a matching donation challenge is more suited to your needs.
When organized thoughtfully, matching donation challenges can greatly increase the gifts your nonprofit receives. To help you get started, we’ll cover the following topics:
- What is a Matching Donation Challenge?
- Benefits of Matching Donation Challenges
- How to Set Up a Matching Donation Challenge
- 3 Best Practices for Successful Matching Donation Challenges
By the end of this article, you’ll be able to confidently host a matching gift challenge of your own. Let’s get started!
What is a Matching Donation Challenge?
With matching gifts, your nonprofit essentially asks your donors to check with their employers to see if they offer donation matches. If these matches are offered, then donors will typically need to fill out a form requesting the match. Then, your nonprofit receives the funds from both the donor and the employer’s match. Usually, matching gift programs work on an annual basis—even if the donation was made months ago, a donor can still request a match from their employer if it’s still the same year.
Where matching donation challenges differ from matching gifts is that they are generally a much more time-sensitive fundraising initiative. Rather than having individual donors request matches from their employers, during a challenge, a major donor or corporate partner pledges to match donations during a set time frame.
For example, they could pledge to match every dollar donated up to $20,000 at a 1:1 ratio for the weekend. This incentivizes supporters to make gifts during that time, as their donations will have a greater impact.
While matching gift challenges are usually for the benefit of a nonprofit, that doesn’t mean that only nonprofits organize them. For example, the popular convention Dragon Con designates a charity every year for a dollar-to-dollar match during the convention dates.
Benefits of Matching Donation Challenges
Matching donation challenges offer nonprofits a variety of benefits, including the following:
- Additional funding. Since donations will be matched by your partner, your nonprofit will receive additional funding without having to ask donors to give more.
- Increased engagement. Due to their time-sensitive nature, matching donation challenges create a sense of urgency for your supporters. This results in an increased amount of gifts and drives high levels of engagement.
- Supporter retention. Through the power of donation matching, your supporters’ gifts will make a greater impact on your nonprofit. This empowers donors to play a more rewarding role for your organization, and when they witness the impact of their gifts, they’ll be more likely to give again.
- Corporate partnerships. Depending on the partner you acquire, matching donation challenges provide an excellent opportunity to solidify relationships with corporations and businesses. This can lead to future partnership opportunities, such as event sponsorships.
These benefits make matching donation challenges uniquely suited to augment your existing fundraising efforts. For example, if you have a year-end giving strategy in place, take advantage of the increased generosity at the end of the year and create a matching challenge for the last few days of December. That way, you’ll maximize the gifts that your nonprofit receives.
How to Set Up a Matching Donation Challenge
To properly leverage the benefits of a matching donation challenge, you need to know how to organize your challenge. Follow these six steps to help ensure your fundraising success.
1. Identify challenge details.
The first step to creating a successful matching donation challenge is to identify the details of the challenge. Ask yourself the following questions:
- Will the challenge be a part of a larger fundraising campaign?
- When will the challenge take place?
- Will the challenge fall on any significant dates or times?
- Are there any legal requirements or restrictions to consider?
By answering these questions, you’ll lay the groundwork for a carefully planned challenge. For example, if you decide that your matching donation challenge will be your main fundraising event of the summer, your plans should look different than if it will be the grand finale of your year-end giving campaign. In the former instance, you’ll be structuring your summer fundraising around your matching donation challenge. In the latter, you’ll need to plan other fundraising events and initiatives on top of your matching donation challenge.
2. Establish your goals.
As with any other fundraising initiative, the main goal of a matching donation challenge is to increase donations to power your nonprofit’s mission. After identifying the details of your challenge, consider how your fundraising initiatives have fared in the past to help inform what your goal should be.
For example, let’s say that you’re the leader of an organization dedicated to funding breast cancer research. You host an annual Pinktober fundraising campaign, and you usually raise around $50,000. However, this year, you’d like to raise $75,000 instead—$25,000 more than usual. You can plan to use a matching donation challenge to raise this amount, making your goal $25,000.
What’s interesting about a matching donation challenge is that the match amount generally represents half of your goal. In the case of the Pinktober fundraising campaign, your goal is to raise an additional $25,000 with your challenge. To have a successful matching donation challenge and fundraising campaign, you need to secure a partner who’s willing to match at least $12,500 worth of donations.
3. Seek out a matching donation partner.
After deciding on the details of your challenge and determining your goal for it, your next step is to seek out your matching donation partner. This individual or group will be responsible for putting forth the funds to match the donations made by your supporters.
Individuals and groups that are commonly nonprofit matching donation partners include:
- Local businesses. Since these businesses work in the same community as your nonprofit, they’re more likely to be interested in lending their support. Target businesses that work in a similar vertical to your nonprofit for best results. For example, if your organization is dedicated to solving food insecurity in your community, a restaurant may be open to partnering with you. Alternatively, you can work with businesses with similar values and visions for the future. For instance, an environmental conservation organization might partner with a sustainable clothing store since they both believe in preserving the world’s natural ecosystems.
- Large corporations. Large corporations are also great prospects for matching partners, as they usually have larger budgets. When seeking a partner in businesses like these, check for companies that share your values or have corporate philanthropy programs. This demonstrates a vested interest in social good, making it more likely that they’ll partner with you.
- Major donors. Major donors are some of your nonprofit’s staunchest supporters. You can propose a matching donation partnership in lieu of their generous annual donation, making them more likely to accept.
- Board members. Your nonprofit’s board members may also be wealthy, making them another enticing option when seeking out matching donation partnerships.
- Celebrities or influencers. Celebrities and influencers frequently align themselves with charitable causes—just look at Angelina Jolie, for example. If you have connections to these individuals, they have the funds to make the perfect partner.
When reaching out to potential partners, frame your ask in terms of the benefits that they’ll receive. For instance, if you share a similar target audience as a business, you might share your audience’s demographics and explain how, in exchange for their generosity, you’ll market their business in your advertising materials. As a result, they’ll gain exposure to new prospective customers. Plus, your corporate partner will get a boost in their reputation by working with your organization.
Keep in mind that you don’t have to limit yourself to a single partner! If multiple individuals or organizations are willing to be your partner for your matching donation challenge, don’t hesitate to accept multiple partnerships to help you reach your goal.
4. Promote your matching donation challenge.
It’s estimated that over $4 billion in matching gift funds goes unclaimed every year, yet 84% of individuals say that they’re more likely to donate if a match is offered. This shows that the biggest barrier to nonprofits claiming funds from matching gifts is a lack of awareness.
Generating enough awareness is also critical to matching donation challenges. To create that sense of urgency and entice your supporters into giving, you need to have a strong marketing strategy. Spread information about your challenge through the following marketing channels:
- Website
- Direct mail
- Email newsletters
- SMS
- Social media
Announce your matching donation challenge in advance of the challenge’s start date to build excitement. Be sure to include the dates of the challenge, the dollar amount of donations that will be matched, and any restrictions on donations. For example, if your partner will match $25,000 at a 1:1 ratio but only if the donations are $100 or less, include that information in your materials.
By thoroughly marketing your challenge, you’ll be able to create a sense of immediacy to support your cause, resulting in more donations for your organization.
5. Monitor challenge progress.
When your matching donation challenge begins, monitor your donation progress toward the match maximum. Be sure to provide this information to your supporters as well—transparency about funds received will create a sense of trust. Additionally, if individuals see that you are nearing your match goal, they may be more likely to donate to your nonprofit.
For the best results, consider investing in a matching donation or matching gift software solution. These tools simplify matching donation challenges with data and analytics features. With the right solution, you can create fundraising thermometers or leaderboards that automatically update as gifts are made. Plus, you can even leverage your software to receive employer matches during your matching donation challenge, effectively tripling the impact of donations made during this time.
6. Follow up after the event.
At the close of your matching donation challenge, report the results to your match partner and supporters. That way, your partner will know how much they’ll need to match, and your supporters will know if you met your goal or not.
Regardless of whether your goal was met, be sure to thank all parties involved in the challenge. For instance, you might email thank you notes to all of your supporters, write handwritten thank you notes to your top donors, and spotlight your match partner on social media. By properly stewarding these relationships, you’ll ensure future support for your nonprofit.
3 Best Practices for Successful Matching Donation Challenges
Now that you know how to set up your matching donation challenge, let’s take a look at three best practices to ensure your success.
1. Simplify your matching donation challenge with software.
Without dedicated tools, your matching donation challenge will require a large amount of manual, time-consuming work from your nonprofit’s team members. The right software solutions will simplify your challenge, reduce work for your staff, and make it easier for you to garner support.
Useful tools for matching donation challenges include:
- Fundraising platforms. You may already be using a fundraising platform to collect donations from supporters. These tools allow donors to conveniently and securely make gifts to the causes they care about. Leverage your fundraising platform to create a unique donation form for your matching gift challenge to increase support.
- Matching gift software. Many individuals work at companies that offer matching gifts of their own. With matching gift software, you’ll be able to triple the impact of a single donation, as it will be matched by both your challenge partner and the donor’s employer.
- Marketing solutions. Remember that the biggest obstacle to matching donation challenges and matching gifts is awareness. Invest in marketing tools, like a social media management platform or email marketing solution, to boost your promotional efforts and ensure that you get your challenge in front of the right people.
- Nonprofit constituent relationship management (CRM) software. Even after your matching donation challenge ends, your work isn’t over. Using a nonprofit CRM, you can collect donor data, track interactions with supporters, and create histories of support. With this information, you’ll be able to tailor your communications and properly steward relationships with new donors.
- Data and analytics tools. Monitoring challenge progress can be a challenge in and of itself without a data and analytics solution. Use this to monitor challenge progress and gain insights into donor behavior. Plus, at your challenge’s close, you’ll be able to conveniently generate reports to demonstrate results and impact.
Set your nonprofit up for success by investing in the right tools for your matching donation challenge. Thoroughly research your options to find the right choice for your nonprofit’s unique needs.
2. Strategically choose when to host your challenge.
At certain times of the year, individuals are more likely to give to nonprofits. If you host your matching donation challenge during these moments, you’ll be able to reap the benefits of increased generosity.
For example, the end of the year is a well-known season of giving, with 30% of annual giving happening in December. Aside from the holidays, GivingTuesday, a day of global generosity, also occurs the Tuesday after Thanksgiving. This makes year-end a particularly appealing time for a matching donation challenge, as it’s more likely that donors will give.
Other periods of increased giving include cause months, which is a month or period that is dedicated to a specific cause. For instance, February is Black History Month, March is Women’s History Month, June is Pride Month, and so on. If your nonprofit’s mission aligns with a cause month, consider hosting your matching donation challenge during that month for increased visibility for your cause.
3. Emphasize increased impact.
As you’re constructing your marketing materials for your matching donation challenge, keep in mind that the increased impact of gifts is not just the challenge’s primary benefit for your nonprofit. It is also a compelling reason for donors to lend their support.
Emphasize this benefit to donors as you make your appeal for donations. Stress that there’s no extra financial obligation on their end, as your matching partner will provide the additional funds.
Consider using the following language in your marketing materials:
- Did you know you can double your donation if you make a gift between May 5th and May 11th?
- Between December 1st and December 10th, our generous partner will automatically double any donation you make!
- Our partner is providing a dollar-for-dollar match for donations made before July 25th. Increase the impact of your gift by donating now!
- For the last 24 hours of our fundraiser, our partner will donate two dollars for every dollar you donate!
- Remember, your donation helps us raise $2 for every $1 you give with our partner’s match!
Encourage donors to make gifts by strategically positioning the impact they’ll be able to generate for your organization. Since your matching donation challenge only lasts for a limited amount of time, make sure to use time-bound language like “Donate by midnight” and “Give by Friday” to spur action.
Additional Resources
Matching donation challenges are opportunities for nonprofits to generate a greater-than-usual amount of monetary support for their cause. By investing in the right software solutions, strategically choosing your challenge timing, and emphasizing the increased impact of gifts made during your challenge, you’ll be well on your way to generating the funds your nonprofit needs to power your mission.
If you’d like to learn more about matching gifts, take a look at the following resources:
- Matching Gift Software Vendors: The Comprehensive List. Ready to invest in matching gift software to go along with your matching donation challenge? Check out this comprehensive list of top software vendors.
- Matching Gift Letters: The Nonprofit’s Guide to Raising More. Maximizing awareness about matching gifts is the key to raising more. Learn how to create a compelling matching gift letter to garner support.
- Nonprofit Basics: Matching Gifts & How They Double Funds. Learn the basics of corporate matching gifts, so you can take advantage of corporate philanthropy year-round.
Companies with Innovative and Unique Matching Gift Programs
At Double the Donation, we maintain the industry’s most comprehensive and up-to-date matching gift database—with records for more than 24,000 companies with matching gift programs. Since each company that offers matching gifts is able to determine its own minimum and maximum donation amounts, match ratios, qualifying employees and nonprofit types, and more, we end up with a ton of innovative and unique matching gift programs.
And truthfully, all matching gift programs are great. But there are a few that really stand out to us as offering something particularly special for their employees and the nonprofits they support.
Corporate giving engages employees’ passions and provides additional funding for nonprofits, which in turn helps entire communities. And offering creative programming and unique incentives for getting involved is a great way to drive participation and, therefore, impact.
Let’s look at a few employers with unique programs and what makes them stick out from the crowd. In this guide, we’ll explore the following companies’ initiatives:
- Microsoft — Highest Employee Participation
- General Electric — First Matching Gift Program
- BP — Offers Charitable Giving Stipends
- CVS — Incorporates Fundraising Event Matches
- Expedia — Internationally Eligible Program
- HP, Inc. — Offers Volunteer Grants
- RealNetworks — Unique 5-Year Anniversary Grant
- Soros Fund Management — Highest Maximum Match Amount
- Pew Charitable Trusts — Religiously Inclusive Program
- Nike — Sports-Related Triple Match Program
- Blue Shield of California — Special Board Member Match
- Innovative Discovery — Seamless Auto-Submission Functionality
There are a number of creative ways that businesses get their employees more involved in charitable giving. The ideas differ, but they all do a great job of helping charitable organizations increase fundraising revenue and better support their overall missions.
And when nonprofit fundraisers like yourself keep these companies at top of mind, you’ll be better equipped to make the most of such opportunities as they arise.
Microsoft — Highest Employee Participation
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This major company is well-represented in the philanthropic world. Since 1983, it’s hosted an annual Giving Campaign that makes a considerable impact on eligible nonprofits. It also hosts another program called Hack for Good, which tackles pressing societal problems.
But one of its most impressive successes is its matching gift program. In fact, Microsoft is currently the largest contributor of matching gift and volunteer grant funds, and it also boasts the highest level of employee participation at over 65% involvement. Our matching gift statistics indicate that, inclusive of the corporate match, Microsoft employees have donated more than $1 billion to nonprofit causes. |
Learn more about Microsoft’s matching gift program.
General Electric — First Matching Gift Program
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When it comes to matching gift innovation, General Electric is likely going to top every list. That’s because GE pioneered the first matching gift program in 1954, and its 60+ years of matching gift history and generous donation limits continue to lead the way for other businesses to follow.
Since the inception of its matching program, the company has donated over $1 billion in employee matching gifts. That means that GE is a matching gift leader not only for being first but also for staying at the top of the pack for all this time. Today, employees may request matching gifts up to $5,000 per year at a 1:1 ratio through the GE matching gift program. |
Learn more about General Electric’s matching gift program.
BP — Offers Charitable Giving Stipends
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Each year, BP (formerly British Petroleum) gives employees $300 to donate to nonprofits of their choosing. That’s it—no strings attached. BP is committed to helping local communities, and they let employees feel more involved by letting them choose where the money goes. This program, known as the Fabric of America Program, is open to every current BP employee.
In addition to its charitable grant initiative, BP also offers a traditional matching gift program that matches up to $5,000 worth of donations per employee at a 1:1 ratio. |
Learn more about BP’s matching gift program.
CVS Health — Incorporates Fundraising Event Matches
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Some companies, such as CVS, want to prioritize certain forms of giving. CVS incentivizes its employees to raise money for nonprofit events, like the popular run/walk/ride, which is also known as peer-to-peer fundraising. To encourage participation, the company matches the donations raised by employees between $250 and $1,000 per year.
For teams of volunteers, they offer even high fundraising grant donation caps. When five or more CVS employees fundraise for an eligible organization together, CVS will match up to $5,000 worth of fulfilled pledges, with a minimum of $500 raised across the team. |
Learn more about CVS’s matching gift program.
Expedia — Internationally Eligible Program
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Matching gifts aren’t just for American companies, either. For example, Expedia and its subsidiaries have employees in over 30 countries. But for a long time, they did not match donations to nonprofits in all of those locations.
Now, Expedia offers matching gifts to eligible nonprofits across the globe! Donations are matched at a 1:1 ratio, and employees can request matches on as much as $4,000 worth of charitable gifts per year. Through the Expedia Cares Program, employees can give back to their communities in a number of ways, such as through matching gifts, a global ambassador program, and more. |
Learn more about Expedia’s matching gift program.
HP, Inc. — Offers Volunteer Grants
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Employing more than 58,000 people, HP is a leader in the information technology sector. It’s also a leader in the matching gift world, specifically through its Good Cards program.
Each quarter, any employee who volunteers for at least 10 hours (and tracks their time through the company’s innovative internal volunteer system) receives a $50 grant which they can donate to a charity of their choosing. Plus, HP also offers a generous matching gift program where it’ll match philanthropic employees’ donations of up to $2,500 per year. |
Learn more about HP’s matching gift program.
RealNetworks — Unique 5-Year Anniversary Grant
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RealNetworks matches employee donations at a 1:1 ratio up to $10,000 per team member per year. That’s a whole lot of good—but RealNetworks doesn’t stop there.
After five years with the business, employees receive a $500 grant that can be contributed to any eligible nonprofit. This unique corporate giving offering helps increase staff retention with the company, rewards long-term employees with a significant, mission-focused incentive, and ultimately benefits the nonprofits their employees support. |
Learn more about RealNetworks’ matching gift program.
Soros Fund Management — Highest Maximum Match Amount
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Because this successful company encompasses fewer than 500 people, it can afford to offer generous donation maximums and matching ratios that are significantly higher than the typical employer.
Today, employee gifts are matched at a 2:1 ratio for gifts up to $100,000 per year, with partners being eligible to request donation matches at a 1:1 ratio. Most nonprofits qualify to receive funding through the matching program, with an additional volunteer grant initiative available as well. |
Learn more about Soros Fund Management’s matching gift program.
Pew Charitable Trusts — Religiously Inclusive Program
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The Pew Charitable Trusts is a generous matching gift provider for all sorts of nonprofit causes. In fact, full-time and part-time employees qualify to request matches at a 2:1 rate for personal gifts made up to $10,000 on an annual basis. That makes the company cap per employee a bountiful $20,000 per year!
But one thing that really makes this company’s matching initiative stand out is the fact that the program is inclusive of just about all kinds of religious organizations. This encompasses places of worship like churches, synagogues, mosques, and more—which are generally excluded from many companies’ match offerings. So if your nonprofit group is religious in nature, the Pew Charitable Trusts is a top matching gift company to be aware of! |
Learn more about Pew Charitable Trusts’ matching gift program.
Nike — Sports-Related Triple Match Program
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Nike is another company that matches employee donations to most nonprofit causes, including educational institutions, health and human services, arts and cultural organizations, civic and environmental groups, and more.
Then, in order to further amplify impact for the causes most closely aligned with the company’s athletics-focused mission, Nike offers a unique triple match for employees giving to community sports-related organizations. For qualifying nonprofits, employee gifts are matched at a 2:1 rate, ultimately tripling the initial donor contribution up to $25,000 per team member per year. |
Learn more about Nike’s matching gift program.
Blue Shield of California — Special Board Member Match
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Some companies also want to incentivize employee participation with nonprofits on a deeper level—such as by volunteering on the organization’s board of directors. That’s exactly what Blue Shield of California does!
This company offers a traditional matching gift program open to all current employees who support qualifying California-based nonprofits and select national organizations. Then, they offer an additional matching initiative for employees who serve as board members of nonprofit causes. This unique board member match goes above and beyond the typical match program, offering elevated match rates and increased maximum donation amounts. |
Learn more about Blue Shield of California’s matching gift program.
Innovative Discovery — Seamless Auto-Submission Functionality
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Speaking of innovation, legal services provider Innovative Discovery offers a particularly standout matching gift program in the way that employees can get involved. By introducing matching gift auto-submission through their corporate giving platform in partnership with Double the Donation, ID team members can complete their part of the matching gift request process more easily than ever before.
Now, with just a few clicks from their favorite nonprofits’ donation confirmation screens, employees can authorize Double the Donation to submit the matching gift request on their behalf—no separate forms or redirected pages required! |
Learn more about Innovative Discovery’s matching gift program.
How a Matching Gift Database Can Help
While these programs are certainly unique, there are tens of thousands of other companies that match gifts, too. It’s too many to keep up with on your own! Thus, to effectively uncover available opportunities and identify your organization’s eligibility, you’ll likely need the help of a matching gift database like Double the Donation.
Double the Donation is the industry’s leading provider of matching gift software, and we work with some of the largest organizations across the globe. We also boast the most accurate and up-to-date database of information regarding these programs. As such, we work to equip nonprofits and their donors with the tools they need to implement matching gift efforts in their overall fundraising strategies with ease.
The matching gift tool, which can be integrated across your organization’s website, donation form, email communications, and more, allows fundraisers to maximize corporate giving revenue by…
- Enabling donors to search for their employers with an auto-completing company information field to identify and flag match-eligible donors;
- Providing users with company information and matching gift eligibility criteria in real-time;
- Guiding donors to request their matches with direct links to their employers’ online submission portals;
- Tracking donors’ progress throughout the matching gift request and fulfillment processes.
Not to mention, it’s all automated—allowing your team to reallocate more time and effort to your highest-value priorities!
Next Steps
Plenty of companies offer matching gift programs, so it’s important for nonprofits to promote corporate giving to donors. After all, one of the biggest roadblocks facing matching gift success is a lack of awareness of corporate giving. According to our research, that results in more than $4 to $7 billion dollars worth of potential matching gift funds going unclaimed each year.
Don’t let your nonprofit add to that statistic. Now that you know how to pinpoint available matching gifts, get started boosting your corporate fundraising efforts.
Stay up-to-date with your donors’ employers and keep your eyes peeled for top matching gift opportunities. You’ll be sure to come across even more unique programs!
Marketing Matching Gifts In Your Digital Communications
The #1 reason why donors don’t submit matching gift requests is that they don’t know their employers offer such programs. Corporate giving can be a significant source of revenue for nonprofits, and promoting these engagement opportunities to donors can substantially increase your giving revenue. That’s why more and more organizations like yours are crafting strategies to drive this funding source—including marketing matching gifts in your digital communications.
In fact, studies show that mentioning matching gifts in fundraising appeals results in a 71% increase in response rate and a 51% increase in average donation amount. Not only do matching gift programs double individual donations, but they also encourage more donors to give in the first place and to increase their original contribution. In the end, that makes the matched gift larger, too!
In this guide, we’ll discuss a few of the most impactful and efficient ways to inform donors about gift-matching programs by utilizing digital communications. These typically include:
- Emails
- Email Signatures
- Social Media Posts
- Text Messages
- Start / End of Year Reminders
- Bonus: Multiply your impact with these recommended marketing resources!
Incorporating corporate giving into your digital outreach strategy can put you on the path to reaching your fundraising goals in a fraction of the time. Let’s get started!
Marketing Matching Gifts With Emails
Email outreach is a vital component of digital communications and overall fundraising. Email provides instantaneous outreach to donors, so you can essentially ask “Have you thought about doubling donations with matching gifts today?” Then, people can reply (or request their match!) just as quickly.
Best practices for marketing matching gifts with your email streams include:
- Embedding a text link and a visual graphic within your email that directs readers to your matching gift page, attracting supporters’ attention and guiding them to additional information to continue growing their knowledge on the topic.
- Encouraging supporters to perform a search to see if their company matches donations. If so, your embedded database tool makes it easier than ever for users to access the appropriate forms, guidelines, and instructions to complete their match submissions.
This will allow you to capture donors’ continued support while they’re in the giving mindset. Not to mention, meet them right where they are: on their mobile devices or computers!
A successful email marketing strategy hinges on a well-paced, steady procession of the right moves rather than a reckless bombardment of emails. With enough space to write a quick blurb and/or link to a full-length article, email messages are a great place to educate donors about matching gifts.
Keep in mind that a personalized email or digital newsletter dedicated to matching gifts is likely going to be the most effective strategy. However, incorporating matching gifts in a larger email resource can work well, too. Loyal donors will likely read your regular emails, so it’s a good place to provide in-depth information about the benefits of corporate giving.
Example Content:
- “Do you work for a match-maker? Instantly find out if your employer will double or even triple your donation to the National Kidney Foundation with a quick search of our online database!”
- “Thousands of companies will match donations made by their team members, retirees, and even employee spouses. Search now to access your employer’s matching gift forms and complete the simple, minutes-long process to drive additional support toward our cause.”
When it comes to timing, we recommend following up with donors soon after they complete their initial gifts. However, you don’t want to include your matching gift messaging within an existing thank-you email, as those are more likely to be overlooked.
Our matching gift research indicates that emails sent within 24 hours of a donation produce a 53% open rate. That’s 2-3x times higher than the average nonprofit open rate!
Marketing Matching Gifts With Email Signatures
Chances are that your organization sends a ton of emails—including fundraising messages, mission-related content, and more. But did you know that every message you send can be an opportunity to promote matching gifts? Just use your email signature!
An email signature typically includes an individual’s personal contact details, nonprofit information, and even a relevant image or organization logo—but it’s also a great place to promote matching gifts.
Best practices for marketing matching gifts with your email signatures include:
- Modifying the email signatures for everyone on your membership and/or development teams to promote matching gifts at as many touch points as possible.
- Linking to additional resources to which recipients can navigate to learn more about matching gift opportunities (such as your dedicated matching gift page on your website).
A simple blurb alongside a flashy graphic about corporate giving can increase awareness and be the needed push for donors to take a quick five minutes to submit matching gift requests. It’s one of the easiest and most cost-effective ways to promote matching gifts year-round.
Example Content:
- “Your donation may be eligible for a matching gift from your employer. Find out at catrescueclub.com/matching-gifts/.”
- “Your membership contribution may be eligible for a matching gift from your employer. Find out at doublethedonation.com/CRC/.”
Marketing matching gifts effectively involves making the most of every opportunity and resource at your disposal. And your staff email signatures offer a valuable source of promotional real estate that can go a long way in your day-to-day interactions!
Marketing Matching Gifts With Social Media Posts
People flock to social media to discover the internet’s best content. Though you don’t need to produce viral posts every day, you do need to provide compelling and engaging information on a consistent basis. And some of the most impactful content you can share has to do with corporate gift-matching opportunities!
There are nearly as many social media outlets as there are stars in the universe, so it’s best to focus on really optimizing your strategy on just a few sites. Depending on your organization and its typical donor base, this might include Facebook, X (formerly Twitter), LinkedIn, and more. Regardless of the platforms you choose, each networking site requires a nuanced approach to get your information out there and best engage with your audience.
Best practices for marketing matching gifts with your social media platforms include:
- Sharing educational resources about matching gift programs and the companies that offer them to educate and empower donors to take action.
- Engaging your digitally savvy donors and volunteers and encouraging them to submit matching gifts to increase the likelihood of submission.
- Scheduling messages on a recurring basis as a way to appeal to supporters without asking for an additional donation.
Whether or not you employ a matching gift service, a simple tweet, Facebook post, or LinkedIn article can spread the word about these programs to thousands of donors.
Social media sites like these offer a great way to keep people up-to-date on your nonprofit’s campaigns, inform your audience about matching gift opportunities, and encourage donors to look into the process. Just be sure to include a direct link to a location where users can uncover additional information and the next steps!
Example Content:
- “It takes just a few minutes to submit a corporate employee matching gift form…have you submitted yours?”
- “What do Microsoft, Bank of America, IBM, and Verizon all have in common? Each one matches donations made by their employees to nonprofit organizations. Many major employers offer similar employee matching gift programs. Search atlantauniversity.edu/employer-matching-gifts/ to find out if your employer offers something like this, as well as to access program guidelines, how-to instructions, and relevant forms.”
Social media offers an excellent opportunity to get matching gift information in front of a wide audience at a time. Not to mention, it allows supporters to interact with your content in personal ways, strengthening their connections with your cause and allowing them to spread the word even further.
Marketing Matching Gifts With Text Messages
Another form of digital communication that is becoming increasingly popular among nonprofits and their donors is texting. In fact, studies show that SMS marketing reports average open and response rates of 98% and 45%, respectively. As a result, text messaging, or SMS, can be a fantastic way to reach donors quickly and affordably using direct marketing strategies.
Best practices for marketing matching gifts with SMS communications include:
- Automating your organization’s outgoing text messaging efforts to donors identified as matching gift eligible to save time while growing revenue.
- Keeping your texts short and sweet to get your message across quickly (typically 1,000 characters or less) and grab your audience’s attention.
- Utilizing personalizable SMS templates and customizing names, donation amounts, employing companies, and more to increase likelihood of engagement.
Luckily, there are a number of tech solutions designed to streamline and simplify the processes involved with mass, pre-scheduled text messaging. For example, Double the Donation utilizes programmable communications company, Twilio to offer automated matching gift text marketing services for its enterprise clients.
Example Content:
- “David, thank you for your generous donation of $200 to the Cat Rescue Club. Did you know that your gift is likely eligible for a corporate match from Johnson & Johnson? View your employer’s matching gift guidelines and forms here!”
- “Have you submitted your matching gift request for your most recent contribution? Get your donation doubled and increase the impact brought to Atlanta University.”
SMS marketing continues to grow in popularity as text is a quick, easy, and effective way to get your message in front of donors. And with a mobile-friendly matching gift solution like Double the Donation, supporters can choose to take the next steps and submit matches from their smart phones from wherever they are!
Marketing Matching Gifts With Start / End-of-Year Reminders
Matchable donations have limited lifespans, so you need to promote matching gifts to eligible donors before the clock runs. In other words, a supporter can’t donate and submit a matching gift request for that donation half a decade later.
Although program specifics vary by company, most corporations adhere to one of the following types of standards for matching gift submission deadlines:
- A set number of months from the date of the donation (the standard is one year, though it can range from one to twelve months)
- The end of the calendar year
- The end of January or February in the year following when the donation was made
That’s why year-end and new-year appeals can be such a great way to remind donors about impending matching gift deadlines.
Best practices for marketing matching gifts with your start or end-of-year reminders include:
- Providing context about matching gift programs and the importance of submitting matching gift requests before it’s too late.
- Stressing that previously made donations are often eligible to be matched for up to a year after being submitted.
- Ramping up your matching gift marketing efforts with increased communications during the year-end giving season.
- Utilizing social media as a great way to spread the word to your supporters and reach the widest audiences possible.
- Optimizing communications by staying up-to-date on your donors’ employers and their specific deadline requirements.
Ideally, your organization will encourage donors to submit their matching gifts at the time of their initial donation. However, many companies have an extended grace period during which they’ll accept requests. Ending or starting a new year is a fantastic chance to remind donors about an opportunity they may have overlooked.
Don’t miss out on a final chance to double donations from the year!
Example Content:
- “Did you donate to us this year? There’s still time to submit a matching gift request from your employer—submit your match here before the end of the year!”
- “Many matching gift companies offer a several-month grace period in the year following the year a donation was made. Now, many deadlines are quickly approaching at the end of January and February! Find out how to access your employer’s guidelines and complete your match request here.”
Bonus: Multiply your impact with these recommended marketing resources!
According to Nonprofits Source research, an estimated 80% of nonprofits report having difficulty building strong workplace giving strategies due to limited staff and resources. That’s where we come in at Double the Donation. Our aim is to equip organizations with the tools they need to successfully market matching gifts through digital engagement.
Read on to explore our suggested ways to elevate matching gift results with these available assets.
Double the Donation automation platform
First things first, you don’t want to have to schedule and send each digital correspondence on your own. Nor do you want to be tasked with the manual research involved with screening and identifying match-eligible donors.
Instead, Double the Donation’s complete matching gift automation solution equips organizations to trigger the right messaging at the right time. This ensures more donors are being informed of their matching gift opportunity and encouraged to take part when eligible—helping you to grow funding at your mission!
Check out this 60-second overview to see how it works:
And incorporating eye-catching and attention-grabbing visual elements in your outreach can go a long way!
Double the Donation’s customizable digital marketing templates
A lot of successful digital outreach involves content creation—written, video, graphic, and more. This is especially true when it comes to engaging your audience with a multimedia marketing strategy. For example, one study indicates that social media content with video produces more than 10x the engagement rate of content without video. Meanwhile, another report found that including images in social posts results in over 650% higher engagement than text-only content. And these findings are consistent across views, clicks, likes, replies, shares, and more.
Yet many organizations don’t feel they have the time to devote to the creation of such materials. That’s why the Double the Donation team provides its users with access to free, editable marketing templates. This includes pre-designed graphics and customizable animations for email, Facebook, Instagram, and LinkedIn. And this arsenal of marketing materials should make it quick and easy to promote matching gifts online.
Note: For current clients looking to obtain these assets, log into your Double the Donation account at https://doublethedonation.com/members/login/. From there, navigate to the “Resources” tab and select the option for “Marketing Assets.”
Then, scroll to browse our library of more than 24 pre-made Canva templates, eBooks, and graphics—and begin editing to your liking!
Not familiar with Canva? Register your organization for free access to Canva Premium!
Plus, Double the Donation users also have the opportunity to download a free matching gift video or purchase a custom-branded 60-second overview that can be implemented across digital marketing channels.
For those who do not yet employ Double the Donation’s services, request a demo to get in touch with our team and explore our top matching gift marketing tools.
Matching gift learning materials and expert insights
Finally, Double the Donation is proud to provide a wide array of educational resources—including blog posts, live and on-demand webinars, downloadable guides, templates, and more—for nonprofit fundraisers looking to get better acquainted with matching gifts. After all, your team will be able to market matching gifts to supporters more effectively when those behind the scenes are intimately familiar with the programs.
And one of our top recommended resources for organizations is our online Matching Gift Academy. As the industry’s first and only digital learning platform centered on effective match fundraising, this content on building a matching gift strategy, overcoming common pitfalls, best practices for identifying eligible donors, and an entire module dedicated to matching gift marketing efforts.
Plus, we offer free access to the Academy for all current Double the Donation users as another way to boost our clients’ success.
Wrapping Up & Further Reading
Nonprofits need every dollar they can grab. Luckily, matching gifts are an effective way to increase fundraising without demanding too much out of donors. The first step is simply making donors aware of the opportunities. And one of the best ways to do so is by marketing matching gifts in your digital communications.
You may choose to promote matching gifts using social media, texts, emails, and more (or a combination of such methods). Incorporating online outreach in your strategy allows you to showcase matching gifts in a simple, affordable, and effective way.
Get ready to maximize your matching gift funding! Explore our other suggested educational resources on the topic below:
- Matching Gifts: Your Guide to Growing Your Revenue with Automation. Automating your communication strategy is our top recommendation to scale up your matching gift fundraising. Learn how to get started with this guide.
- Top 30 Matching Gift Companies: Find Your Match. Thousands of businesses large and small offer matching gift programs to employees. Browse this list of thirty companies with noteworthy giving initiatives and see how you can leverage their support.
- How Donor Employer Information Can Boost Your Fundraising. Knowing where your donors work is essential for optimizing your matching gift outreach with company-specific program guidelines. Plus, explore other benefits with this post!
From Disengaged to Inspired: A Guide to Employee Engagement
Engaged employees are productive, loyal, and ready to go the extra mile. As such, every business hopes to cultivate an engaged, dedicated team. However, many employees report feeling unengaged—or even actively disengaged—at work.
To help your business motivate its workforce, this guide will share how any organization can turn its team from uninspired to highly engaged. We’ll cover:
- Employee Engagement FAQ
- 6 Ideas for Effective Employee Engagement
- How to Measure Employee Engagement
Whether you’re starting from scratch or looking to amplify your existing employee engagement initiatives, these insights will help you create an environment where employees feel valued, motivated, and fully invested in their work.
Employee Engagement FAQ
Before you attempt to engage your employees, ensure that you have foundational knowledge to guide your strategies.
What is employee engagement?
Employee engagement refers to employees’ commitment to their work, team, and organization. It measures how motivated employees are to go to work each day and how passionate they are about contributing to the company’s success.
While employee happiness and well-being can impact employee engagement, these are ultimately different metrics. For instance, an employee can feel safe and taken care of in their current position but still not feel particularly invested in their work.
Why is employee engagement important?
Research on the impact of employee engagement is extensive and thoroughly demonstrates that engaged employees provide higher levels of innovation, better customer service, and enhanced job performance. They are also less likely to leave your company, reducing turnover and the associated recruitment and training costs.
Let’s look at a few statistics related to employee engagement:
- Highly engaged businesses achieve 59% less turnover.
- 77% of employees agree a strong work culture allows them to do their best work.
- Highly engaged employees result in a 23% increase in profitability.
- 85% of employees are not engaged at work.
- Only 22% of companies know what’s driving their employee disengagement.
- Actively disengaged employees cost their organizations between $483 to $605 billion per year.
As the numbers show, employee engagement dictates how your team performs, which ultimately impacts your business’s overall success. Let’s look at a few specific benefits of employee engagement:
Retention
Employees who are motivated and committed to their work are far more likely to stick around. Engaged employees feel a personal stake in their projects, meaning they are committed to completing them and ensuring your business succeeds.
Productivity
When employees feel connected to their work, they’re more likely to stay focused, produce high-quality results, and endeavor to find productive solutions. Additionally, engaged employees are often described as willing to go the extra mile, meaning that if you ever do need team members to do more, you can count on your engaged employees.
Profitability
Work completed by engaged employees tends to be high-quality, helping your business produce better products and services. Also, engaged employees are likely to commit 100% when they’re at work, meaning every hour they are on the clock is dedicated to your company.
Safety and Wellness
Engaged employees are more attentive to their work, meaning fewer workplace accidents. This results in fewer delays, higher productivity, and a healthy, secure workforce. Plus, many strategies designed to improve employee engagement also positively impact employee wellness by reducing burnout, encouraging healthy lifestyle choices, and supporting mental health initiatives.
Customer Experience
While employee engagement and employee happiness are two different things, engaged employees tend to also be happy, sociable, and patient. As a result, engaged employees in customer-facing positions tend to create better experiences for consumers.
What are the levels of employee engagement?
Employee engagement is a spectrum, and it’s possible for employees to move from one end of it to the other. This means disengaged employees can become motivated and committed team members, and conversely, previously passionate employees can become burnt out and unengaged.
To understand your team’s current level of engagement, let’s look at the three key stages of engagement:
- Engaged. Highly engaged employees have a personal investment in their work, strive to do their best, are productive, participate in a range of business activities, and feel invested in your business’s success.
- Unengaged. Unengaged employees tend to do exactly what their job descriptions require and nothing more. These employees usually don’t attend additional work activities, aren’t particularly committed to their workplace, and only adjust their work quality if they receive complaints.
- Disengaged. Unlike unengaged employees—who are at least usually benign—disengaged employees commonly sabotage their workplaces. These employees actively dislike their employer, often complain or spread negative sentiments to others, and turn in poor-quality work.
If you feel your workplace primarily has unengaged employees, rest assured that that is common. As long as you only have a few disengaged employees, most employee engagement programs can do the heavy lifting of turning your workplace into a productive, motivated one.
However, if you do feel a significant amount of your team is disengaged or new employees often become disengaged, that might be a sign of bigger underlying problems in your work setup. Remember, no employee enters a new job with the intention to become disengaged, and those who do may be suffering from burnout, lack of support, and isolation.
What factors impact employee engagement?
While every employee and workplace is unique, there are a few common factors that impact employee engagement, no matter the industry. Gallup, well known for its extensive polling and research on employee engagement, shares that these are the five main drivers of employee engagement:
- A sense of purpose: If an employee isn’t sure what the point of their job is, it’s hard for them to get invested in their work. Ensure employees not only understand your company’s goals but also how each individual role contributes to your organization’s overall success.
- Professional development: While some employees reach a level in their careers where they are satisfied, many wish to continue to develop and move up the ladder. Employees who feel they have a path forward at your business to bigger and better things are more likely to be engaged.
- A caring manager: There’s a common saying: “People don’t leave bad jobs; they leave bad managers.” Poor managers can make otherwise engaged employees feel stressed, undervalued, and unsupported. In contrast, caring managers can address unengaged employees’ concerns and get them re-committed to your business.
- Open communication: Employees who feel listened to and like they are part of an ongoing conversation about their place at your company are more likely to feel valued and, thus, engaged. Additionally, open communication provides engaged employees with the ability to share their ideas, which can improve your business’s efficiency, introduce creative solutions, or innovate your processes.
- Focus on strengths: Employees feel more confident, capable, and engaged when they have positions that align with their skills. While it’s good to occasionally challenge employees, ensuring they have the resources and abilities they need to complete their jobs will not only produce high-quality work but also improve engagement levels.
In most cases, one or more of these factors play a role in why employees are or are not engaged in their work. To learn exactly what is impacting your employees’ engagement levels, consider surveying them to understand their thoughts on their roles, place at your organization, and feelings of support.
Who should be in charge of employee engagement?
Employee engagement is a collective responsibility that involves multiple stakeholders within an organization. While there may not be a single individual solely in charge of employee engagement, the HR department often plays a central role. HR professionals can develop programs aimed at increasing engagement—such as training, recognition, and feedback mechanisms—and monitor the success of these initiatives through surveys.
Managers also significantly influence employee engagement, as they interact directly with their teams and can motivate, mentor, and provide suggestions for growth opportunities. Therefore, it’s crucial for organizations to foster a shared responsibility for engagement, where everyone contributes to creating a positive and engaging workplace culture.
6 Effective Employee Engagement Ideas
Now that you have a basic understanding of what employee engagement is and why it’s important, you can begin implementing strategies to engage, retain, and empower your workforce.
1. Encourage Corporate Giving.
If you haven’t already, launch a corporate social responsibility (CSR) program that emphasizes your commitment to ethical, social, and environmental justice. CSR activities often involve collaboration, whether it’s choosing a charitable cause to support or volunteering as a group. These experiences can strengthen team bonds and foster a sense of community among employees, leading to improved working relationships and a more engaged workforce.
Two of the most impactful employee giving programs are matching gifts and volunteer grants. Both emphasize that you want to support the same causes your employees care about. Thankfully, these are also the easiest programs to implement!
Matching Gift Programs
Through a matching gift program, you agree to match an employee’s donation based on a predetermined ratio. Let’s say they give $50 to an eligible organization. If your company matches gifts at a 1:1 ratio, you’d also give $50, effectively doubling the initial contribution. If you offer a generous 2:1 ratio, you’d contribute $100, totaling $150 for the nonprofit.
Employees often seek more from their jobs than just a paycheck; they look for purpose and meaning in their work. They feel part of something bigger when their employer matches their donations to causes they care about. When employees see that you value their charitable efforts, they’re more likely to take pride in being part of your company.
If this seems like an employee engagement opportunity you can’t pass up, here’s what the process looks like:
- An individual donates to a nonprofit organization.
- Using an employer search tool, they research their eligibility.
- If eligible, they fill out a match request form.
- Your company reviews the request and confirms the donation with the nonprofit.
- Once confirmed, your company donates to the nonprofit.
While developing your matching gift program, eliminate as many barriers to participation as possible. Traditionally, submitting a match request involves some hands-on effort, requiring employees to manually fill out forms and upload donation receipts. Instead, try auto-submission.
Auto-submission is a trailblazing feature made available through Double the Donation and its CSR platform partners—including Millie, Selflessly, POINT, and more. These platforms have earned a CLMA designation for their seamless integration of matching gifts and auto-submission functionality, making employee engagement in the programs easier than ever.
When your company leverages one of these corporate giving solutions to facilitate its matching gift program, all employees have to do is provide their corporate email address (or another piece of identifying information) when donating, and the software will take care of the rest.
Volunteer Grant Programs
Our corporate volunteer research indicates that 84% of employers think volunteerism is an effective way to engage employees. Try organizing company volunteer days to encourage groups of employees to volunteer together, or offer volunteer time off (VTO) to let individual employees volunteer during work hours.
To make employees’ impact go further, offer volunteer grants. Through a volunteer grant program, your company will provide financial donations to nonprofits where your employees volunteer. You can either donate on an hourly basis or donate a predetermined amount once a certain threshold is met. For example, you might offer $20 per volunteer hour, or you might offer a $500 grant once an employee volunteers 25 hours.
This type of volunteer program acknowledges and monetizes the personal time employees dedicate to philanthropy. You’ll reinforce a culture of giving and boost morale by valuing employees’ passions.
Overall, aligning corporate giving with employees’ volunteer interest will help your company amplify its social impact and foster a more engaged and committed workforce.
2. Promote Professional Development.
Employees are more likely to feel engaged when they see a clear path forward within your organization. Create opportunities to sharpen their skills, knowledge, and career development through:
- Training: In addition to initial onboarding and orientation, offer ongoing training programs that focus on both job-specific skills and soft skills like communication, leadership, and problem-solving. Use a mix of training methods, including in-person workshops and online courses, to accommodate various learning styles. For instance, our Matching Gift Academy provides a variety of video-based training modules that teach strategies to solve roadblocks and manage the matching gift business process. While ideal for nonprofits, this example shows how you can help employees develop their skills.
- Advancement: Encourage employees to create Individual Development Plans (IDPs) that outline their career goals. Managers should review IDPs with employees during one-on-one meetings and provide guidance on the skills and experience needed for advancement in different roles or departments.
- Mentorship: Implement mentorship or coaching programs where experienced employees can guide and support those looking to advance their careers. These programs can provide valuable insights and networking opportunities for employees.
- Continued education: Offer financial assistance or time off for employees pursuing additional education or certifications related to their roles. Create partnerships with educational institutions or online learning platforms to make learning resources more accessible to employees.
Professional development is an investment in your company’s human capital. Allocate the necessary resources, including budget, time, and personnel, to develop and deliver effective programs.
3. Recognize Employees With Creative eCards.
Chances are, your business already has employee recognition practices in place. For instance, you might offer performance bonuses, public praise, and awards like “Employee of the Month.” While these methods can be effective in engaging employees, they may feel unappreciated if recognition feels routine and uninspired.
Switching things up with an innovative solution like eCards keeps recognition fresh and exciting. Digital thank-you notes can be shared quickly through email, making them a popular choice for instant recognition.
To create thoughtful recognition eCards like the one above, here’s what you should do:
- Choose an eCard creation platform with employee recognition capabilities. It should also offer a variety of templates, customization options, and scheduling features.
- Create eCards that match various occasions or purposes for recognition, whether it’s for a birthday, work anniversary, outstanding performance, or another event.
- Personalize each eCard by adding the recipient’s name and a heartfelt message. Consider tailoring the message to highlight the specific reason for recognition, such as a recent achievement or milestone.
- Choose the delivery date and method. You can send the eCard immediately or schedule it for later, depending on your preferences.
For more information on how eCards can boost employee engagement, watch this video from our friends at eCardWidget:
The Best Times To Send eCards
While eCards are a powerful employee engagement idea, you need to strategize when you’ll send them for maximum impact.
Here are some of the best times to send eCards to employees:
- Work Anniversaries: A celebratory eCard on each employee’s work anniversary is a great way to recognize their commitment to your organization.
- After Achievements: Send eCards immediately after someone completes a significant project, receives positive customer feedback, or reaches a major milestone to communicate that you value their contributions.
- Holidays: Reach out on festive occasions like Thanksgiving, Christmas, and New Year’s to spread joy and show appreciation.
- Birthdays: Make employees feel special on their birthdays by sending well wishes with an eCard. Your eCard can explain how much you appreciate their contributions and hope they have a wonderful day.
You can even schedule some of these emails to be sent on a specific date, like on holidays, work anniversaries, or other special occasions. For example, eCardWidget offers automated birthday eCards. By turning this feature on, you can automatically send personalized birthday eCards on each employee’s special day.
Simply upload your employees’ birthdays and contact information to the platform. Then, select your birthday eCard and write a message or two wishing recipients a happy birthday. If you add multiple birthday eCard designs or messages, the platform will rotate through them, providing a combination that makes each recipient feel special. Timely recognition like this will work wonders for employee engagement!
4. Launch A Workplace Wellness Program.
Prioritizing workplace wellness directly impacts employee health, morale, and productivity and demonstrates your company’s investment in employees’ well-being. This commitment not only fosters a supportive work environment but also enhances employee retention and performance, contributing to a more resilient and thriving company.
Show your employees you care by creating a wellness program to promote healthy behaviors and support employees’ physical, mental, and emotional health through activities and resources. By creating this type of program, you can ultimately foster a healthier and happier workplace.
Best of all, you can use social wellness platforms to streamline your program. As our top recommendation, Givhero offers a suite of features designed to engage employees in wellness and social responsibility efforts, such as:
- Customizable Challenges: Create personalized health and wellness challenges tailored to your workforce, encouraging participation in a fun and engaging way.
- Charitable Donations: Achievements within these challenges are rewarded with donations to charities, linking employee wellness efforts directly to social impact. Employees can choose from Givhero’s Partner Network of over 2.3 million charitable causes.
- Activity Tracking: The platform includes tools for tracking various wellness activities, such as exercise, meditation, or healthy eating. Employees can sync Givhero with apps like Apple Health, Fitbit, and Strava, allowing for easy progress tracking.
- Social Engagement: Features for sharing achievements and participating in group challenges help build a sense of community among employees. People can even support colleagues with applause and badges.
Historically, Givhero has increased employee wellness program participation by 50%+ and reduced HR administration time by up to 80%. Using an app like this will not only motivate employees to maintain a healthy lifestyle but also foster a culture of giving back. Best of all, adminstration is a breeze.
Overall, Givhero helps companies invest in their employees’ health and the community, making it a powerful tool for boosting employee engagement and fostering a positive workplace culture.
5. Promote Work-Life Balance.
Promoting work-life balance is essential for engaging employees and fostering a healthier, more productive workplace. Set reasonable working hours and encourage employees to disconnect from work when they are off the clock.
Keep in mind that a culture of work-life balance should be cultivated from the top down. Leaders and managers should model this balance by respecting employees’ time and encouraging them to prioritize self-care. Encourage employees to take regular breaks and vacations, setting realistic expectations for response times to emails or work requests outside regular hours.
By demonstrating a commitment to work-life balance and providing the necessary support, you can create an environment where employees feel engaged in their roles and fulfilled in their personal lives.
6. Foster an Inclusive Work Environment.
Inclusive workplaces foster a sense of belonging among employees, regardless of their background, gender, race, sexual orientation, or other characteristics. When employees feel like they belong, they are more likely to be engaged because they are comfortable being themselves and contributing their unique perspectives.
Here are a few ways to promote a positive and inclusive workspace:
- Implement inclusive hiring practices that consider candidates from various backgrounds, experiences, and perspectives. Ensure that job postings and interview panels are free from bias.
- Establish policies that prohibit discrimination and harassment in all forms, including that based on race, gender, sexual orientation, religion, disability, and age.
- Foster a culture of open and transparent communication where employees feel comfortable expressing their thoughts, concerns, and ideas without fear of retribution.
Creating a positive and inclusive work environment is an ongoing process that requires commitment from all levels of the organization. It’s essential to continually assess and refine your efforts, seek feedback from employees, and adapt to evolving best practices in diversity and inclusion to create a thriving workplace for everyone.
Looking for even more ideas? Check out our list of 50+ employee engagement ideas!
How to Measure Employee Engagement
After launching your engagement initiatives, analyze turnover rates, absenteeism, and performance metrics to determine their effectiveness. Additionally, send out surveys and have one-on-one discussions with employees to gauge their level of commitment to your organization.
Focus on metrics like:
- Attendance. Track employee attendance, paying particular attention to how your absenteeism rate changes before and after implementing your engagement program. Engaged employees tend to miss fewer days of work and show up on time.
- Productivity. Check employees’ productivity rates and the quality of their work. Engaged employees should provide work that shows an investment in your success.
- Participation in cultural activities. Host cultural events, such as after-work activities, and take note of which employees attend.
- Retention. Over all, your engagement programs should correspond with an uptick in employee loyalty and retention.
Identify and take measures to re-engage disengaged employees to prevent further decline in morale and performance.
A Final Note About Employee Engagement
Remember, employee engagement is not a one-time initiative. It’s a continuous journey that requires commitment, dedication, and a genuine desire to create a workplace where employees feel inspired to do their best.
For more information on employee engagement, check out these additional resources:
- Why Workplace Giving Matters for Nonprofits + Companies. Looking to learn more about workplace giving programs and their impact on businesses and nonprofits? Check out our guide!
- A Full Guide to Employee Engagement Tools + 20 Top Picks. Explore tools that enhance different aspects of employee engagement, including everything from recognition platforms to polling software.
- Increase Employee Engagement With Corporate Giving. Corporate giving programs do a lot to increase employee engagement. Learn how in this guide.
Matching Gift Reporting | Actionable Metrics & Reports
The impact of matching gift programs on nonprofit organizations is undeniable. Recent matching gift reports indicate that 84% of donors are more likely to donate if a match is offered, while 1 in 3 would give a larger gift if matching is applied.
But if you want to take a look at the specific ways corporate matching benefits your institution—and have the data you need to justify investing in workplace giving further—a smart matching gift reporting strategy is essential.
At its core, matching gift reporting involves the systematic tracking and analysis of metrics related to your organization’s matching gift fundraising efforts.
This data can encompass various aspects, from the number of match-eligible donors identified to the total revenue collected through the programs and beyond.
And in this guide, we’ll walk you through everything you need to know to begin making the most of your matching gift metrics. This includes:
- The Critical Value of Matching Gift Reporting
- Tracking Matching Gifts Through the Conversion Funnel
- 8 Matching Gift Metrics Every Nonprofit Should Monitor
- Key Insights Gleaned From Matching Gift Analytics
- Driving Results With Matching Gift Reporting Tools
Ready to get reporting? Let’s dive in with the basics of why matching gift metrics matter in the first place.
The Critical Value of Matching Gift Reporting
According to research from Nonprofits Source, 73% of firms aspire to be data-driven in their fundraising efforts—but only 29% of firms actually succeed at turning data into action. When it comes to your nonprofit’s matching gifts initiatives, you want to ensure your team falls into the latter category.
After all, a data-driven fundraising strategy informed by your organization’s matching gift metrics can go a long way in empowering your team to better…
Analyze donor behaviors and identify emerging trends- Predict future matching gift fundraising outcomes
- Target initiatives according to segmented groups
- Optimize communication channels for engagement
- Measure the impact of your matching gift campaigns
- Track matching gift success year over year
- Establish realistic fundraising goals
- And more!
Analyze donor behaviors and identify emerging trendsSo if your organization is accepting matching gifts without collecting and analyzing the data each transaction produces, you’re likely missing out on a ton of valuable insights.
Tracking Matching Gifts Through the Conversion Funnel
Of all the donations an organization receives, only a small portion (approximately 1.31% at an average nonprofit) are typically matched by the donors’ employers. But around ten times that amount generally qualifies for corporate matching opportunities.
In order to uncover where the discrepancy comes in, you’ll want to have a system in place for tracking matches as they progress through the matching gift process.
At any point in time, you should be able to determine how many gifts are at each stage in the conversion funnel—and those totals are some of your simplest matching gift metrics, to begin with!
Total Individual Donations
First off, knowing how many total donations your nonprofit receives on a monthly, quarterly, and yearly basis will help your organization going forward. When you have an indication of your regular donation flow, you’ll be better prepared to measure your matching gift success proportionally.
Total Donations Flagged as Match Eligible
Out of the donations that you’ve already received, you might know which companies your donors work for based on the employment information you collect during the giving process.
Use this data to determine which of your donors are eligible to have their donations matched—either by conducting manual research or by scanning your information against a matching gift database like Double the Donation.
While it is unlikely that all of your matching-gift-eligible donors are doubling their donations, your nonprofit can benefit by knowing what percentage of your total donations have the potential to be matched by their employers. And you’ll know that these are the donors you’ll want to focus your matching gift efforts on!
Total Matching Gifts Submitted
While you might want to jump into measuring the matching gifts your nonprofit receives, it’s worthwhile to first determine how many matching gift requests your donors are actually submitting.
Unfortunately, you might find that you aren’t getting all of the matched donations that your donors are requesting.
This gap may boil down to:
- Matching gift deadlines not being met.
- Donors having previously reached their annual maximums.
- Your organization falling into an ineligible recipient category.
- Any other corporate stipulations.
While your nonprofit can’t do much to shift the specific matching gift criteria that companies set up, it can help you adjust your marketing strategy going forward. For example, if you see that many of your donors’ match submission windows were closed by the time your team began pushing to encourage requests, you can make a note to start driving match submissions immediately after an initial gift is made going forward.
Total Matching Gifts Verified
Before disbursing the money from a matching gift donation, many companies that offer these programs require that an organization verifies that it received the employee’s initial gift in the first place. This typically involves logging into a CSR platform and confirming the transaction.
If you are only verifying a portion of the matching gift donations that your donors indicated having submitted, then you could be missing out big time. Keeping track of this metric can be useful for filling in those gaps and uncovering “hidden” matches.
However, it’s important to note that, with the continuous development of the matching gift process through auto-submission and other innovative functionality, many donations are able to skip ahead of this step with no further action needed.
Total Matching Gifts Received
Finally, this vital metric tracks the matching gifts you actually receive.
Once the corresponding corporate donation makes its way to your organization’s bank account, you can mark it off as “Match Completed!”
Top tip: Upon calculating the total number of donations that fall into each of the specified categories, you’ll want to hold onto this number. It will be used to calculate other metrics below!
8 Matching Gift Metrics Every Nonprofit Should Monitor
Beyond the status of individual matching gifts, your matching gift coordinator or development team should take a look at these recommended metrics as well.
Remember: the metrics you establish as your highest priority will then become your KPIs (or Key Performance Indicators) for defining matching gift success. We recommend trying to track the most actionable information—and then have a plan for how you’ll use the information you collect to increase your matching gift revenue!
Total Number (and Value) of Matching Gifts
The first matching gift metric represents the combined count (and, subsequently, monetary value) of all matching gifts received within a specific period.
If you’ve been tracking your matches through the conversion funnel demonstrated above, this number will be comprised of all the gifts that made it to the bottom tier. From there, calculate the monetary value by adding the sum values of each matched donation.
Ex: Match 1 Value ($50) + Match 2 Value ($40) + Match 3 Value ($200) + Match 4 Value ($500) + Match 5 Value ($1,000)…
# of Matching Gifts = 5
$ Value of Matching Gifts = $1,790
These figures provide an overview of the scale of your organization’s matching gift participation and the potential impact on your fundraising efforts.
Matching Gift Eligibility Rate
While it’s good to know how many matching gift donations your nonprofit receives, it’s equally important to put that number into perspective. To do so, your eligibility rate gauges the percentage of donors in your database who are marked as eligible for corporate matching gift programs through their employers.
Calculate this figure by dividing your match-eligible donor count by the total number of individual donors, then multiply by 100 to receive your percentage.
Ex: (Match 1 + Match 2 + Match 3) ÷ (Match 1 + Match 2 + Match 3 + Ineligible Gift 1 + Ineligible Gift 2 + Ineligible Gift 3 + Ineligible Gift 4 + Ineligible Gift 5) = 37.5%
Matching Gift Completion Rate
Next, this metric reveals the percentage of eligible donors who successfully complete the matching gift process—ultimately resulting in your organization receiving a corporate match.
To calculate, simply divide the number of completed matches by the total number of eligible donors, then multiply by 100.
Ex: (Match 1 + Match 2 + Match 3) ÷ (Eligible Gift 1 + Eligible Gift 2 + Eligible Gift 3 + Eligible Gift 4 + Eligible Gift 5) = 60%
The donors included in the not completed side of things represent your untapped potential and can help inform your strategies to encourage more donors to leverage matching gifts.
Unfortunately, it can be tricky to track this figure accurately because matches are often fulfilled according to different disbursement schedules throughout the year. But that’s why top automation software allows you to more easily follow matches through the process and determine when donors initiated and verified their matches.
Average Matching Gift Amount
This figure can help quantify the mean value of the matching gift donations you receive. And to calculate, you’ll be going back to your Total Number of Matching Gifts and Total Value of Matching Gifts from Step #1—and dividing the latter by the former.
Ex: $50 + $40 + $200 + $500 + $1,000 (Value of completed matches) ÷ 5 (Number of completed matches) = $358
Understanding the average dollar amount of a matching gift for your organization can help quantify the value of your matching gift fundraising efforts. Plus, it can provide insight into the level of donors typically engaging with your matching gift program.
For example, if you brought in 50 matching gifts, but each one was only worth around $10, that’s still an extra $500 for your organization. But you may need to start targeting your larger givers and encourage them to look into matching gift programs as well!
The higher your matching gift average amount comes out to be, the more major donors have likely participated in their employers’ match initiatives for your cause.
Revenue Increase Due to Matching Gifts
For this metric, your organization will determine the increase in total fundraising revenue that came about through matching gifts.
To calculate, begin by subtracting the value of your completed matching gift donations from your total fundraising revenue (including matching gifts).
Then, divide your total matching gift revenue by the total revenue without matching gifts to determine the percentage increase that your fundraising grew.
Ex: Total fundraising revenue ($15,000) – Matching gift revenue ($2,000) = Revenue without matching gifts ($13,000)
Matching gift revenue ($2,000) ÷ Revenue without matching gifts ($13,000) x 100 = 15.4%
This figure quantifies the additional funds raised due to matching gift programs, emphasizing the impact on your overall revenue—and, thus, your mission.
Matching Gift Retention Rate
Your organization’s matching gift retention rate is defined as the percentage of donors who complete a matching gift on your behalf in one year and then repeat the action in the next year.
To calculate this figure, you’ll need to determine the number of matching gift donors who had their gifts matched in the most recent time period that also had their gifts matched in the period before. So you’ll need to have been focused on matching gift reporting for at least two years (or other pre-determined time periods) in order to establish this number.
To do so, divide the number of donors who made repeat matching gift contributions by the total number of matching gift donors from a previous period. Then, multiply by 100.
Ex: Repeat matching gifts from this year (Match 1 + Match 3 + Match 4) ÷ Matching gifts from last year (Match 1 + Match 2 + Match 3 + Match 4 + Match 5) = 60%
Like any retention-focused metric, your matching gift retention rate assesses the effectiveness of your strategies in retaining donors who participate in matching gift programs year after year. Remember: it’s always the hardest the first time around!
Growth in Matching Gifts Over Time
Another helpful figure that you can explore after you’ve been tracking other matching gift metrics for some time is your rate of growth.
You can calculate growth in matching gifts over time by subtracting the previous period’s total matching gift value from the current period’s value. Divide the result by the previous period’s value, then multiply by 100.
Ex: Current period’s matching gift total ($3,500) – Previous period’s matching gift total ($2,000) = YOY increase ($1,500)
YOY increase ($2,000) ÷ Previous period’s matching gift total ($2,000) x 100 = 75% YOY growth
Recording this particular metric over time helps your nonprofit see the increases in matching gifts as they relate to your overall fundraising. As you get more established in your marketing and promotional efforts, your audience will become more familiar with the opportunity, and you can expect to see your matching gift results continue to trend upwards.
Matching Gift Fundraising ROI
Matching gifts are an excellent source of fundraising revenue for nonprofits. But, as they say, it costs money to make money. And though matching gifts are essentially free “bonus” donations contributed by donors’ employers to match their own charitable efforts, it does involve some investment of your organization’s time and resources to pursue. Thus, your matching gift fundraising ROI assesses the return on investment for your matching gift efforts.
To calculate, simply subtract the cost of managing and promoting the opportunity to your donors from the total revenue generated through matching gifts. Divide the result by the initial cost, then multiply by 100.
Ex: [Revenue generated from matching gifts ($10,000) – Initial cost of matching gift fundraising ($1,000)] ÷ Total cost ($1,000) x 100 = 900%
This figure helps evaluate the efficiency of your program in generating additional funds and can also help make the case for investing further into the revenue source—such as with a dedicated software.
Key Insights Gleaned From Matching Gift Analytics
Analytics takes your data a few steps further than basic metrics and can, in turn, provide your fundraising team with some particularly useful (and actionable!) findings. Specifically, matching gift analytics is the aspect of reporting that help uncover underlying trends, patterns, and recommendations.
To fully unleash your organization’s matching gift potential, analyzing the data produced through your efforts to glean key insights is essential.
We suggest exploring the following recommended benchmarks.
Optimal Match Communication Timing
The timing of your matching gift appeals is key. In fact, it’s often the difference between a donor taking the next steps to submit a matching gift and your email going unnoticed in their cluttered inbox.
By taking note of the times when your audience seems most receptive to matching gift communications, you can use the data collected through your reporting strategy to adjust your timing accordingly.
For example, studies based on Double the Donation data report that matching gift emails sent anytime within the first 24 hours of a donation being made results in a 53% open rate—or 2.6 times higher than the average nonprofit email open rate. But if you notice that your audience tends to respond particularly well to match reminders sent immediately post-donation, feel free to trigger automated follow-ups within minutes.
Not to mention, tracking matching gift responses over months and years can help identify longer-term timing strategies as well.
For instance, if you notice that you receive more matching gifts after your year-end appeals have been made, take a look at the matching gift marketing strategies you used leading up to December 31st. If you aren’t already, implement those tactics for your fundraising all year round for greater matching gift success.
Matching Gift Conversions by Marketing Channel
Like timing, the communication channels you use to promote matching gifts to your donors can make a huge difference. And focusing your resources where conversions are highest can enhance your ability to effectively communicate the opportunity and drive action.
For example, if you notice that your email click rate is lower than average, you might want to take another look at the matching gift emails you’re sending. Is it coming from your nonprofit’s own domain and branded to match your existing communications style? That’s a must for establishing a sense of trust and familiarity with your supporters.
On the other hand, if you suspect that your matching gift emails are just getting lost in donors’ inboxes, you might want to explore other messaging channels—like SMS.
High-Value Match Opportunities in Your Database
An automated approach to matching gifts can save your fundraising team loads of time and effort. But when it comes to some of your highest-value opportunities, you might want to make a more personalized effort to engage about matching gifts. So you should have an easy way to identify these types of gems from within your donor base!
First, determine what defines a “high-value” matching gift opportunity. Perhaps it’s a major donor who works for a company with a particularly high annual matching cap. Though it may be a mid-level donor whose employer offers an extremely generous triple—or even quadruple—match.
By identifying donors whose matching gifts can bring you significant amounts of revenue, you can prioritize engagement accordingly. You may decide to pick up the phone, send a handwritten letter, or even meet face-to-face with some of these high-value matching prospects.
Leading Business Affiliations within Your Network
Similar to the standout individuals in your support network, you may have a few companies that match their employees’ gifts to your organization. Thus, your leading business affiliations are the companies that employ particularly large segments of your donor base.
This insight can help inform broader partnership-building strategies with businesses that align with your mission, even beyond your typical matching gifts. And remember: your donors, who may work for some of the most philanthropically-minded companies, can be some of your greatest advocates!
Driving Results With Matching Gift Reporting Tools
Now that you know what information to track and the types of insights you can pull, what can you actually do to get started?
If you don’t want to perform all the calculations by hand (and trust us: you don’t), equipping your team with the best tools for effective matching gift reporting is a must. And that means Double the Donation’s 360MatchPro—the industry-leading matching gift automation platform.
Matching Gift Reporting With 360MatchPro
360MatchPro streamlines the entire matching gift process by automatically identifying and triggering personalized outreach to eligible donors and tracking their matches from start to finish.
Along the way, it also utilizes your data to analyze trends, provide targeted recommendations, and produce user-friendly reports that present your findings in an easy-to-understand way.
Pre-built reports within the platform include:
- Top companies leaderboard with recommended actions for pursuing broader corporate giving goals
- Match-eligible donations leaderboard that displays the match-eligible donations with the highest matching gift potential
- “Ripe for the picking” eligible but not submitted view that filters for donors marked as match-eligible with an online form available but have not yet submitted their match request
- Repeat matching gift filter that pulls a list of donors who previously had their gifts matched but currently have an un-submitted match in the system
- Campaign Comparisons report that easily compares highest-earning time-boxed fundraising campaigns in terms of matching gift eligibility
- Missed Matches reports that highlight recent transactions that may be match-eligible, despite being marked otherwise or skipped over in email outreach
- Key statistics, such as total emails delivered, open and click rate, match revenue identified per month, total match revenue identified, matching gift engagement level, total donor events, and more
- Breakdown of current match statuses, including Waiting for Donor, Match Initiated, Pending Payment, Match Complete, Unknown Employer, and Ineligible
Additionally, 360MatchPro users can customize different views in their “Donations” tab, choosing to configure lists of recent donations according to match eligibility, request status, and more.
Next Steps
Data produced within the matching gift process is one of your most valuable assets—but you need to have a system in place for tracking, storing, and analyzing the information you collect.
Get with your team to determine which matching gift metrics best represent your organization and its fundraising goals. While each of the above-mentioned analytics can provide invaluable insights as they guide and inform your matching gift marketing initiatives, consider centering your reporting strategy on one or two points to get started.
From there, establish a plan to track appropriate data, conduct an analysis of the information you’ve gathered, and continue to adjust your overarching plan as needed.
Keep learning! Grow your knowledge of all things matching gifts with these additional recommended resources:
- Double the Donation’s Matching Gift Academy. Dive into Course 1, Module 9 to learn more about which matching gift metrics to track and how to use them to inform your ongoing plans!
- Corporate Matching Gift Programs: The Definitive Guide for Growing Your Revenue. Want to learn more about the basics of matching gifts? Read our ultimate guide to corporate matching gift programs and get the full scoop!
- Top 24 Matching Gift Companies: Leaders in Philanthropy. Wondering who the leading players in corporate philanthropy and matching gifts are? Check out our list of these matching gift companies that go the extra mile to stand out.
- Marketing Matching Gifts | A Guide for Avid Fundraisers. Your donors aren’t as likely to submit matching gift requests unless you ask them to! Read more about how you can market matching gifts to donors in this guide.
14 Fundraising Letters & Templates to Inspire More Support
Your nonprofit needs funds to power its mission, but how do you communicate this need to potential donors? Fundraising letters are a time-tested, impactful way to reach out to supporters and encourage them to play a role in your impact.
Whether you choose to send them via email or direct mail, if you’re looking for smart and effective appeal letters, you’ve come to the right place. We’ve compiled common types of donation requests, plus carefully crafted templates that your team can use to jumpstart your outreach.
Here’s what we’ll cover:
- How to Send Fundraising Letters
- How to Write a Fundraising Letter
- 14 Types of Fundraising Letters (+ Templates)
With the right tips, tricks, and tools, your team can connect with more donors and cultivate lasting relationships to strengthen your work. Let’s cover the basics of writing fundraising letters, then explore the specific types of requests your nonprofit may decide to send.
How to Send Fundraising Letters
Before crafting your letters, you’ll want to know how you’re going to deliver each one. That way, you can tailor the formatting appropriately. Certain outlets lend themselves better to letters than others. Of course, you’ll want to deliver your solicitation letters using each recipient’s preferred contact method. Bearing that in mind, let’s explore the most common channels nonprofits use to solicit donations.
Via eCards
Who doesn’t love receiving a thoughtful greeting card? From special occasions to “just because,” there’s a card for everything! With a bit of creativity, you can elevate your fundraising letters by sending them as digital greeting cards. Each donor will receive a virtual greeting card alongside your letter. Delivering them in this format is more creative and effective than a plain letter.
Here’s a peek into why nonprofits use this approach to drive greater fundraising results:
- Visual Appeal: eCards are visually captivating since you can use images, graphics, and videos to grab the recipient’s attention. This enhances the overall impact of the message and encourages the recipient to read more of your message.
- Interactivity: Using this format, you can incorporate interactive elements like animations that activate when hovered over and clickable links to your donation page. Not only do these features make letters more engaging, but they also make it convenient for recipients to donate.
- Timeliness: You can deliver eCards instantly, ensuring that the message reaches your recipient promptly. There’s no need to wait for it to be delivered in the mail, making eCards especially valuable for time-sensitive appeals.
- Shareability: Recipients can forward eCards to friends, family, and anyone else who might be interested in supporting your cause. This amplifies the reach of your fundraising letter!
Not to mention, this approach is extremely cost-effective, eco-friendly, and personable. No need to waste paper or money on printing and postage. You’ll get the speed of email and the authenticity of direct mail!
To leverage this approach, choose an online eCard platform. We recommend using eCardWidget. The platform enables nonprofits to create digital greeting cards that communicate their missions. To fundraise with them, you can either sell them to supporters or send them directly to donors to solicit gifts.
Via Email
Many nonprofits connect with donors by delivering fundraising letters via email. Regular email communication allows you to build relationships over time by keeping supporters informed about your organization’s initiatives and fostering a sense of belonging to a larger cause.
Through targeted email campaigns, you can reach your entire donor base while customizing solicitation messages to resonate with individual donors. You’ll want to:
- Craft compelling subject lines that grab attention and encourage recipients to read your letters.
- Segment email lists based on donor history, interests, and engagement levels.
- Include clear calls to action, guiding recipients to take action by either donating or sharing the campaign with their networks.
- Review performance metrics such as open rates and click-through rates to gauge the success of your fundraising letters.
The versatility, speed, and cost-effectiveness of email make it an essential tool in your nonprofit’s fundraising and digital marketing arsenal. You’ll have everything you need to deliver thoughtful fundraising letters and drive contributions that support your work.
Via Direct Mail
Deliver your fundraising letters via direct mail to donors who prefer a more personable touch. Known for its authenticity, direct mail allows you to connect with donors on a more intimate level.
Fundraising via direct mail makes it a bit more challenging to segment your outreach, but still take donor-specific details like giving history into account when crafting your letters. Then, you’ll want to vary your approach slightly by including easy response components. For example, include a pre-addressed envelope or QR code that leads to your donation page. This will simplify the donation process, enhancing the effectiveness of your solicitations.
Overall, the tactile nature of direct mail makes it a valuable tool for your nonprofit to engage donors, reinforce its mission, and drive meaningful contributions.
How to Write a Fundraising Letter
When crafting a fundraising letter for your nonprofit, the key to success lies in not only communicating your funding needs clearly, but inspiring recipients to take action and make a gift. To set your appeal up for success, follow these essential steps:
- Address the donor by their preferred name. Including the recipient’s name demonstrates that you value their support as an individual, rather than a nameless source of revenue.
- Incorporate storytelling. Make it easy for potential donors to understand the importance of your mission by sharing a story that elicits empathy and demonstrates how your nonprofit makes a real difference in the lives of those you serve. For instance, a wildlife rescue nonprofit might introduce an injured fox that it’s working to rehabilitate and release.
- Add compelling visuals. Adding an image or two can immediately grab the attention of your recipients, enhance your messaging, and allow them to better understand why they should contribute to your cause.
- Emphasize the impact of donations. Empower potential donors to act by situating them at the center of your nonprofit’s impact. Be specific as to how their gifts will further your mission. For example, a nonprofit that trains and provides assistance dogs to military veterans might communicate that a $25 gift will provide a month’s worth of food for one dog, and a $100 gift will cover all of its vaccination costs.
- Include a call to action. Once you’ve emphasized the importance of donations, use a call to action to encourage recipients to act immediately. Then, include a link to your donation page or, if you’re sending the letter via direct mail, add a QR code along with a pre-addressed return envelope.
To make your fundraising appeals stand out from the crowd, consider sending them as fundraising eCards. These online cards provide an efficient, memorable, and sustainable way to engage your supporters—not to mention they’re low-cost.
14 Types of Fundraising Letters (+ Templates)
Now that you have a clearer understanding of what it takes to draft a compelling fundraising letter, let’s take a closer look at some common types and templates that may come in handy:
1. Nonprofit Fundraising Letters
What are nonprofit fundraising letters?
Nonprofit fundraising letters are typically sent by charitable organizations to individual donors and/or prospects in order to solicit donations for a cause. They can be sent on their own or included in a welcome packet that contains pamphlets, booklets, and additional information.
Typically, an effective donation request letter will include:
- A summary of your mission and vision
- How you’ll use donated funds
- A direct and specific call to action that creates urgency
Bonus: We suggest giving donors the option to reply to your letters by mailing a traditional check or directing them to give through your organization’s website.
To whom should you send them?
Send your nonprofit fundraising letters to anyone in your network of support, including:
- Current and past supporters
- Prospective donors
- Volunteers
- Event attendees
- Board members
In other words, reach out to anyone who has previously expressed interest in your cause. Tailor your messaging to different groups based on their relationship with your organization. Keep in mind that while older generations of donors may prefer direct mail communications, younger millennials and Gen Z supporters may prefer a digital approach.
When should you use them?
You can send nonprofit fundraising letters at any time of the year! However, they are particularly effective toward the end of the calendar year when donors are calculating their pre-tax season finances. People also tend to be more charitable in December, which means that your appeal has a better chance of securing a donation.
Nonprofit fundraising letter template
Dear [Donor],
[Begin with an emotional appeal: A success story or a narrative that tugs on donors’ heartstrings and hooks your readers. Keep it short and sweet, though!]
Our community/nation/world is facing [problem(s) your organization aims to solve]. While we are actively [insert current solutions or related programming], we need your help to make our efforts go even further.
Your support is crucial to our efforts to improve the world around us by [tangible steps toward your overall mission]. We’d love it if you could make a donation of $[suggested amount] to help us achieve our mission and [solve the problem].
Thank you in advance for your contribution. Your donation will go toward [insert ongoing effort, recent accomplishment, or current project].
Here are the ways you can make a donation:
- Donate online at [URL to donation page]
- Call us at [phone number]
- Send a check in the pre-stamped envelope
- Text [keyword] to [text-to-give phone number]
Thank you again!
Sincerely,
[Signature of Organization Leader]
[Name of Organization Leader]
[Title]
[Nonprofit]
P.S. [End with an update about an upcoming event, volunteer opportunity, or other information on how to get further involved].
Nonprofit fundraising eCard example
2. Seasonal Fundraising Letters
What are seasonal fundraising letters?
Seasonal fundraising letters are sent during specific times of the year and are typically aligned with holidays, annual events, or seasons that hold significance for the cause or donors.
These letters play into the emotional and thematic connections associated with specific seasons to engage donors and encourage contributions. Since these fundraising letters are time-oriented, the timing and context help foster a sense of urgency and prompt recipients to take action.
To whom should you send them?
These types of fundraising letters are ideal for anyone who’s shown interest in your cause, including:
- Existing donors
- Lapsed donors
- Prospective donors
- Volunteers
- Event attendees
- Board members
If you’re sending a holiday-themed letter, just make sure that the recipient celebrates the holiday. For example, you wouldn’t want to send a Christmas card to someone who celebrates Hanukkah instead.
When should you use them?
By considering the timing of each seasonal fundraising letter, you can maximize the impact of your outreach and encourage meaningful contributions. Key times to send seasonal fundraising letters include:
- Around holidays: From Valentine’s Day to the Fourth of July, any holiday is the perfect time to send a solicitation letter. Whether you’re fundraising during Christmas, Mother’s Day, or Thanksgiving, you can encourage people to give back.
- At year-end: Considering that December accounts for 30% of annual giving, the end of the year is the perfect time to send seasonal fundraising letters. Capitalize on the spirit of giving during the year-end holiday season, and emphasize the importance of making a last-minute tax-deductible donation.
- During cause awareness months: Determine if there’s an awareness month, week, or day devoted to your cause. If so, send fundraising letters during that time. For example, Breast Cancer Awareness Month is October, Earth Day is April 22nd, and National Suicide Prevention Week falls in September each year.
- Back-to-School (August/September): As the school year begins, nonprofits focused on education or youth development can send letters that emphasize the importance of investing in children’s futures.
- Summer Campaigns (June-August): Summer months can be a great time to send letters, especially for environmental causes, youth programs, and other outdoor initiatives that align with the season’s themes of growth, adventure, and relaxation.
There are plenty of other times you can send your seasonal fundraising letters beyond these. In any case, the timing should align with the occasion’s theme and your nonprofit’s mission. This will ensure the message resonates.
Seasonal fundraising letter template
Dear [Donor’s Name],
Greetings from [Your Nonprofit’s Name]! As the [Season] season unfolds, we find ourselves reflecting on the incredible journey we’ve embarked upon and are humbled by the unwavering support of individuals like you who have been a beacon of hope for our cause.
This [Season], we are excited to share the remarkable strides we’ve taken toward [Mission]. With your support, we’ve been able to [Highlight a specific achievement, project, or initiative]. We invite you to join us once again in making a profound difference in the lives we touch.
Your generosity has been instrumental in [Describe the impact of their previous contributions]. With every dollar you contribute, you are sowing the seeds of positive change and empowerment.
As we approach [Specific Occasion or Date], consider making a [Seasonal] donation to [Your Nonprofit’s Name]. Your gift, no matter the size, will help us [Highlight the purpose or project that the seasonal campaign is supporting].
Here’s how you can contribute:
- Online: Visit our website at [Website Link] to donate.
- Mail: Fill out the enclosed donation form and send it to [Your Nonprofit’s Address].
- Phone: Call us at [Phone Number] to make a donation over the phone.
Your belief in our mission is the foundation upon which we build a brighter future. Together, we can create lasting change that resonates far beyond [Season].
Thank you for being a pillar of support for [Your Nonprofit’s Name]. Your generosity is a gift that keeps on giving, and we are deeply grateful for your commitment to making the world a better place.
Wishing you and your loved ones a meaningful [Season] season!
With gratitude,
[Signature]
[Name]
[Nonprofit]
Seasonal fundraising eCard example
Valentine’s Day is one of the best holidays for sending seasonal fundraising appeals since people are in a loving state of mind. If you need examples to spark your inspiration, the Humane Society of Tacoma & Pierce County designed a collection of Valentine’s eCards that donors could purchase to send to loved ones. Each design featured one of their furry residents, the nonprofit’s logo, heart graphics, and animal puns.
While you can always sell eCards like this, try sending them alongside your fundraising letters to donors!
3. School Fundraising Letters
What are school fundraising letters?
School fundraising letters are a popular way for educational institutions (K-12 and higher ed, public and private alike) to solicit support for various school-related purposes. They generally provide a summary of the school’s specific fundraising needs, such as:
- Upcoming field trips
- Extracurricular activities and clubs
- Scholarships and financial aid offerings
- Educator training and professional development
- New equipment and technology purchases
- Classroom supplies
- Athletic programs and facilities
To maximize results, highlight your school’s recent accomplishments, specify how the funding will make an impact on your student body and community, and provide instructions on how the letter recipient can choose to give.
To whom should you send them?
Send school fundraising letters to your school’s supporters—and those you think may be interested in getting involved. Often, this will include:
- Students’ parents
- PTA members
- Other volunteers
- Alumni
- Community members
You can even take a peer-to-peer approach, encouraging students to send their own fundraising letters to family members and friends who may be interested in giving.
When should you use them?
Send your fundraising appeals at any time during the school year!
However, popular campaign periods include the beginning of the school year, leading up to the holiday season, and prior to large-scale events and initiatives.
School fundraising letter template
Dear [Name],
We hope this letter finds you well. As we begin the new school year here at [School Name], we are excited to share with you some of the exciting initiatives we have planned for our students.
At [School Name], we are committed to providing the best possible education and learning opportunities for our students. We believe every student deserves access to the resources and support they need to succeed, regardless of their background or financial situation.
To help us achieve this goal, we are launching a fundraising campaign to support various school-related initiatives, such as [list specific initiatives].
We are reaching out to our dedicated parents, alumni, and supporters to ask for your help in achieving our fundraising goals. Your generosity can make a significant impact on the lives of our students, helping us to provide them with the best possible education and prepare them for a bright future.
Any contribution, no matter the size, will be greatly appreciated and put to good use. [Include instructions on how to donate, e.g., online donation platform, mailing a check, etc.]
We value your continued support. Thank you in advance for considering a donation to [School Name] and for committing to helping us create a brighter future for our students.
Best wishes,
[Signature]
[Name]
[Title]
Seasonal fundraising eCard example
If you’re designing an eCard for school fundraising, create an engaging design like the one above. Your eCard platform will likely provide plenty of graphics related to education, like graduation caps, apples, and anything else you need. Be sure to incorporate childlike elements like handwritten font to make your design more authentic.
4. Church Fundraising Letters
What are church fundraising letters?
Church fundraising letters can take many forms. They can be used to ask for general church-related contributions, as well as fundraising efforts such as:
- Charity auction item requests
- Fundraising event donations
- Sponsorship requests
- Mission trip funding
- Church building funds
- Missionary support
Churches commonly send out fundraising letters to notify congregants when church events or other fundraising initiatives are occurring. These types of fundraising letters can be used to share the details—date, time, location, etc.—of the event and encourage those who can’t attend to give in advance.
To whom should you send them?
Depending on your specific needs, you can send church fundraising letters to your congregation or to a broader community audience.
For instance, a fundraising appeal to collect donations in support of a new church building will likely be sent only to those involved with the church, while a campaign to raise funds for sending youth to a summer camp might solicit donations from students’ family members and friends, regardless of their affiliation with your ministry.
When should you use them?
You can send out church letters whenever you have a fundraising need! Churches rely on the generosity of their congregants to keep the doors open and the lights on.
Of course, you’ll want to limit your fundraising letters to a few per year and rely on in-person appeals during a church service for the majority of your fundraising efforts.
Church fundraising letter template
Dear [Name],
We hope this letter finds you well. Because you’re an important part of our church family, and we’ve so appreciated your support in the past regarding our [example campaign the individual supported] initiatives, we thought you’d want to know about our big plans for this new year.
As you surely know, our congregation is growing. Just like any family, the more members you have, the more room you need. We’re pleased to invite you to be an important part of this exciting process!
[Church Name] is raising money for a brand-new sanctuary and bell tower. How blessed are we to have so many members like yourself that we need to build an entirely new structure?
That said, we are currently accepting donations that will make this exciting new project possible, and we ask that you consider giving to support our efforts.
Your donation, no matter the size, will be greatly appreciated and put to good use. We invite you to be a part of this new chapter in our church’s history and help us create a space where we can come to worship, learn, and grow together.
If you would like to contribute, please visit our website at [URL] or mail or drop off a check to [church office address].
Feel free to reach out to our special projects coordinator, [Name], at [phone number] or by email at [email address] if you have any questions about our fundraising initiatives or the new sanctuary or bell tower.
As always, have a blessed week. We hope to see you Sunday!
In Him,
[Pastor’s Signature]
[Pastor’s Name]
Church fundraising eCard example
When designing an eCard for a church, be sure to infuse spiritual elements like this eCard does. The graphic on the card design shows stained glass in the shape of a cross, helping the reader to draw a connection between eCard Recipients will immediately understand what the rest of the email is about by simply reading “In Every Act of Giving, We Feel God’s Grace.”
5. Individual Fundraising Letters
What are individual fundraising letters?
Nonprofits aren’t the only ones with fundraising needs! Sometimes, individuals aim to raise money for a cause, project, or life event, whether on their own or as part of a peer-to-peer fundraising campaign.
Common individual fundraising letter needs include:
- Personal medical expenses
- Disaster relief
- Political campaign funding
- Grassroots advocacy needs
- Travel or education expenses
Make it as easy as possible for supporters to contribute. You can set up a crowdfunding campaign to supplement your fundraising efforts and use the fundraising letter to direct people to your campaign page to give. This can be highly impactful, as in North America alone, crowdfunding generates around $17.2 billion each year.
To whom should you send them?
Depending on the specific fundraising need, an individual may send personal fundraising letters to their family members, friends, acquaintances, colleagues, and more.
Consider tailoring your recipient list based on the purpose behind your efforts. For example, an individual raising funds to go on a religious mission might prioritize individuals within their church community.
When should you use them?
You can send individual fundraising letters whenever you need to raise money for a cause that means a lot to you. If you’re collecting donations for an upcoming event or project, be sure to start planning, drafting, and sending your letters at least a few weeks in advance.
Individual fundraising letter template
Dear [Donor],
My name is [Name], and I am [describe your position/situation/background]. I am looking to raise [amount of money] to help me pay for [project/expense/cause/etc.].
[Include information about why the cause or project is important to you and how it could potentially impact the reader or those you serve].
I’m writing to ask you to support me and my [cause/project/etc.]. Just a small donation of [amount] can help me [accomplish task/reach a goal/etc.].
Your donation will go toward [describe exactly what the contribution will be used for].
[When possible, add a personal connection to tie the donor to the cause. For example, if you’re raising money to help build a school in a developing country and you’re writing to a teacher, emphasize the fact that everyone deserves a quality education].
Thank you in advance for your contribution. You have no idea how much it means to me to have your support.
Here are the ways you can make a donation:
- Donate online at [URL of your crowdfunding page]
- Send a check in the pre-stamped envelope I’ve included
Thank you again!
Sincerely,
[Signature]
[Name]
Individual fundraising eCard example
While you can use drawings and graphics for individual fundraising eCards, you’ll evoke emotional connections by featuring a picture of who the donations will impact. This eCard is the perfect example of this strategy in action! The sender draws an emotional reaction instantly and can use their fundraising letter to dive into storytelling and their request for support.
6. In-Kind Donation Request Letters
What are in-kind donation request letters?
In-kind donation requests are often sent by nonprofit groups that ask for gifts of tangible goods or services instead of traditional monetary donations.
Most often, these letters will request a specific gift from the recipient, such as:
- Office equipment or technology
- No-cost meeting spaces or venue rentals
- Food supplies
- New or gently used clothing or shoes
- Pro bono services like free marketing, accounting, or legal assistance from an associated firm
In-kind donations can allow charitable organizations to offset some of their largest operational costs with goods and services made available by supporters. A well-written donation request letter lets your audience know what kinds of things you’re looking for and how they can be of assistance!
To whom should you send them?
You can send in-kind donation letters to individual supporters as well as corporations, foundations, and even other nonprofit groups.
Remember: these letters should be specific. If you’re seeking free marketing assistance, be sure to reach out to a local marketing agency. If you’re looking for appealing items to auction off in your upcoming fundraising event, you might reach out to a wider range of individuals or businesses. This might include restaurants, travel agencies, salons, retail stores, and more.
When should you use them?
You can send these types of letters whenever you have a specific need! Some of the most common use cases include fundraising events (e.g., requesting auction item donations), community food or clothes drives, or a new campaign or initiative that would benefit from in-kind gifts.
In-kind donation request letter template
Dear [Individual Donor or Corporate Sponsorship Manager],
I hope this letter finds you in good health and spirits. I am writing to request your support for [Nonprofit], a nonprofit organization that is committed to [mission statement or general purpose of the organization].
As we strive to fulfill our mission, we rely heavily on the generosity of donors like you. We are reaching out to request an in-kind donation of [specific goods or services needed], which we believe would make a significant impact on our efforts by [description of benefits made available by such a donation].
Your contribution would be an invaluable asset to our organization and would help us to [achieve a specific goal or outcome]. In return, we would be happy to offer [recognition or publicity for the donor, such as inclusion in event materials or social media shoutouts]. We will also provide a receipt for the value of the donation for tax purposes.
We appreciate your consideration of our request, and we welcome the opportunity to discuss this further with you. If you have any questions or need further information, please do not hesitate to contact us at [phone number or email address].
Thank you for your generosity and support.
Sincerely,
[Signature]
[Name]
[Title]
[Nonprofit]
In-kind donation request eCard
This eCard is perfect for food banks seeking in-kind donations of food. Within the design, the depiction of people working together communicates the collective effort necessary to end hunger. The text really drives that point home by saying, “From your pantry to their plates, every meal matters.” In turn, the organization can retain donors by emphasizing the vitality of their continued support.
7. Matching Gift Fundraising Letters
What are matching gift fundraising letters?
Matching gift fundraising letters are a specific type of outreach that nonprofits send donors to inform or remind them about relevant matching gift opportunities.
Matching gifts are a popular (yet continually underutilized) type of corporate giving program. In fact, it’s estimated that $4 to $7 billion in matching gift funds goes unclaimed every year. The process typically follows these basic steps:
- After an employee donates to an eligible nonprofit, they submit paperwork to their company to match
- If the donation meets the company’s predetermined requirements, the business will make a contribution to the nonprofit as well.
- Though companies often match gifts at a dollar-for-dollar ratio, many are willing to triple or even quadruple their employees’ gifts!
Unfortunately, many donors are unaware that their employer offers a matching gift program.
That’s where a matching gift fundraising letter comes in!
In this letter, you’ll inform the donor about their employer’s specific workplace giving initiatives and how to get involved. If you don’t have a record of a supporter’s employer, simply use your matching gift letter to direct them to your online matching gift web page and company search tool.
To whom should you send them?
All donors should receive matching gift letters after making their initial gifts to your organization.
However, since direct mail can be costly, we recommend sending email follow-ups to the majority of your supporters. Reserve your direct mail letters for your most lucrative matching opportunities or for particularly high-value donors who have a known preference for physical communications.
When should you use them?
The best time to promote matching gifts is immediately after a donor gives. Your nonprofit is still fresh in their minds, so they’ll be more likely to submit a matching gift request when encouraged to do so promptly.
After a donor makes a gift, send out an email that:
- Thanks them for their donation
- Encourages them to submit a matching gift request
Furthermore, you can consider leveraging matching gift auto-submission to streamline the process even further and make it easier for donors to submit their requests. Once they’re determined to be eligible for matching gifts, all they need to do is provide a few key pieces of information, and the software automatically completes the request for them. Check out this video to see how auto-submission simplifies the match-fulfillment process:
Matching gift fundraising letter template
Dear [Donor],
Thank you for your generous support in the amount of $[gift size]. Your donation is helping us make a real impact in the lives of those we serve.
We wanted to let you know about an exciting opportunity to make your gift go even further. Did you know that many employers offer matching gift programs? This means that they will match their employees’ charitable donations, doubling or even tripling the impact of your gift.
We encourage you to visit our matching gift page here [URL] to see if your employer participates in a matching gift program. This resource provides an intuitive company search tool with easy-to-follow instructions on how to take advantage of this opportunity and make your donation do more.
By taking a few minutes to submit a matching gift request, you can make an even greater impact on our mission. Thank you again for your generous support, and we look forward to continuing to work together to make a difference in the lives of those we serve.
Sincerely,
[Signature]
[Name]
[Matching Gifts Coordinator]
[Nonprofit]
8. Event Fundraising Letters
What are event fundraising letters?
A fundraising event can be a highly impactful way for nonprofits to generate revenue. However, before the event takes place, it’s crucial to mobilize donors and the greater community to participate.
You can achieve this through event fundraising letters. These letters provide details about the event and encourage the recipient to attend in support of the nonprofit’s mission.
When drafting the letter, include a clear and persuasive case for support, as well as an explanation of how funds will be raised during the event (for example, through ticket sales, donations, or auction bids). A well-crafted fundraising event letter should make the reader feel enthusiastic about supporting the cause and eager to register for the event.
To whom should you send them?
For an in-person event, send fundraising letters to all of your organization’s supporters who reside in your local area. However, hybrid and virtual events open up the possibilities, allowing your team to engage attendees over any distance.
As you craft your recipient list, include donors, volunteers, board members, previous event attendees, and even businesses that have interacted with your organization in the past.
When should you use them?
Send your fundraising letters well in advance of your event date. While the perfect timeline can vary from one organization to the next, aim to notify your supporters at least six to eight weeks before the big day. This will allow them to make any necessary arrangements for attending and enable your nonprofit to maximize the overall turnout.
Event fundraising letter template
Dear [Supporter],
I hope this letter finds you well. I am writing to invite you to [Nonprofit]’s upcoming event, [Event Name], which will take place on [date] at [time] at [location].
[Event Name] is a [type of fundraising event, like run/walk/ride, charity auction, gala, etc.]. This annual fundraising event helps us to raise funds for our organization, [Nonprofit], which is dedicated to [summary of mission statement or purpose].
We believe that every member of our community deserves access to [insert services provided by your organization], and your support helps us to achieve this goal.
We have exciting activities planned for the evening, including [details about the event such as entertainment, keynote speakers, or other activities]. And the best part is that all proceeds go towards supporting our programs and services.
We would be honored if you could attend this special event and support our cause. Your ticket purchase or donation will help us make a difference in the lives of those we serve.
Learn more about the opportunity at our event page here [URL].
We appreciate your consideration and hope that you can join us for this meaningful evening.
Thank you for your support.
Sincerely,
[Signature]
[Name]
[Title]
[Nonprofit]
Event fundraising eCard example
Designed by Vineyard Church North Phoenix, this event invitation was originally designed for congregants to invite their friends and family to an upcoming service. However, you can copy their approach by featuring photos you’ve taken and featuring welcoming text such as “You’re Invited” or “Join us!”
What are recurring gift fundraising letters?
Recurring donations provide nonprofits with steady and predictable income that allows them to plan for and maintain effective operations over time. In fact, recurring donors contribute 42% more each year than one-time donors. Whether you’re looking to expand your recurring gifts program or get started for the first time, well-written recurring donation letters can be immensely useful.
Recurring donation letters are tailored to appeal to dedicated supporters who may be interested in supporting your cause on a regular, automated schedule. These letters should provide an overview of the benefits of recurring gifts (for your mission as well as for the donor) and provide instructions on how they can sign up if interested.
To whom should you send them?
Send recurring gift letters primarily to donors who have already recently supported your cause, especially those who have made several one-off donations. However, first-time donors can also be good candidates for these programs if they’ve shown a commitment and a willingness to support your cause in the past.
When should you use them?
You should send a recurring donation letter to an existing supporter after they contribute a one-time gift to your organization—ideally within a few weeks following the most recent donation.
Additionally, you might decide to host a “recurring gift campaign” and promote your monthly giving program to all supporters. This can take place at any time during the year but may be particularly effective during the end-of-year holiday giving season. You can even set and communicate a goal for the number of recurring donors you’d like to sign up by a target date to drive urgency and leverage a sense of social proof.
Recurring fundraising letter template
Dear [Donor],
I hope this letter finds you well. I wanted to reach out to you about joining [Nonprofit]’s recurring gift program. By setting up a recurring gift, you can provide ongoing support for our mission to [summary of mission statement or purpose] and provide services for [primary audience benefitting from your organization’s programming].
Recurring gifts are a convenient and effective way to support our organization. By making a regular monthly gift, you can help us to offer [list specific services provided by your organization] to those in need.
To sign up for the program, go to our website here [URL for recurring donation page] or text [recurring donation keyword] to [fundraising shortcode].
Thank you for your generosity.
Sincerely,
[Signature]
[Name]
[Title]
[Nonprofit]
Recurring gift fundraising eCard example
Imagine you receive a fundraising letter paired with an eCard of a cute dog with pleading eyes. Wouldn’t you be compelled to donate to whichever animal rescue organization sent it to you? Try creating a greeting card like the one above and featuring text that communicates the impact of ongoing support.
10. Capital Campaign Fundraising Letters
What are capital campaign fundraising letters?
A capital campaign is a fundraising initiative that aims to meet a high-dollar goal over a relatively long time frame (often one to three years). Dedicated fundraising letters are an excellent choice for soliciting support for this campaign.
This letter should explain the purpose behind the dedicated fundraising effort, which is often used to reach a significant goal. Oftentimes, nonprofits launch capital campaigns to collect funding to build a new facility, purchase high-cost equipment, or establish an endowment fund, so you’ll want to specify the need and how it will impact your cause as a whole.
To whom should you send them?
Capital campaign letters are generally sent to your nonprofit’s existing donors. And don’t count them out if they’ve recently given to a different fundraising initiative, either. A capital campaign donation is generally considered an “above and beyond” contribution. Just be sure to acknowledge their other gifts and explain how the efforts are differentiated.
To produce optimal campaign results, segment your contact list according to donors’ previous engagement with your organization, giving history, and estimated capacity to give.
When should you use them?
Since a capital campaign is split into two key phases (the Private Phase and the Public Phase), it’s important to understand when you should employ your fundraising letters.
Generally, the Private Phase kickstarts your campaign by exclusively engaging major donors, board members, and other particularly high-value individuals. While you may opt to utilize capital campaign letters as a cultivation or stewardship strategy in this phase, you’ll likely make your largest asks in person (or, at the very least, over the phone). Nonprofits typically raise at least 75% of their goals in this phase.
Once you get to the Public Phase, however, your well-crafted fundraising letters can be an excellent tool for driving your campaign to the finish line with donation appeals sent to low- and mid-level supporters.
Capital campaign fundraising letter template
Dear [Donor],
On behalf of [Nonprofit], we are excited to announce a new and exciting capital campaign. And we’d like to invite you to join us in our efforts!
This large-scale fundraiser has a lofty goal of $[fundraising goal] to [summary of campaign purpose].
As you know, our organization is committed to [brief description of mission]. With your support, we’ve been able to make great strides in these areas, but we know that there is still much work to be done. That’s why we’re launching this campaign to raise the funds we need to [reiterate campaign purpose], which will have a transformative impact on our ability to fulfill our mission.
This is a critical time in our organization’s history, and we need your support to make our vision a reality. We believe that with your help, we can [describe the impact of the campaign, such as improving the lives of those we serve, expanding services, etc.].
This campaign will span over the next three years, and we are committed to transparency throughout the campaign. We’ll provide regular updates on our progress and milestones achieved.
We appreciate your consideration and hope that you can join us in this important endeavor.
Thank you for your support.
Sincerely,
[Signature]
[Name]
[Title]
[Nonprofit]
Capital campaign fundraising eCard example
Capital campaigns require substantial amounts of support. If you’re building something, try including a stock photo of blueprints or actual project renderings on your nonprofit eCards. This will show you’re serious about the end result and your plans are already underway. You can also include a witty phrase like “Lay the foundation for tomorrow” or “Help build our future.”
11. Annual Fund Fundraising Letters
What are annual fund fundraising letters?
An annual fund is a nonprofit’s ongoing fundraising campaign that seeks to collect unrestricted funds—money not set aside for a particular project or program—for the organization. These funds often cover facility costs, staff salaries, and other “non-mission related” expenses. Annual fund fundraising letters solicit donations that go toward the fund.
These letters should focus primarily on the good work your organization is doing, highlighting recent, ongoing, and future projects made possible by generous donor funding.
To whom should you send them?
Just about anyone who has shown interest in your organization and its mission can be a great candidate for your annual campaign fundraising letters! This includes:
- Existing donors
- Prospective donors in your pipeline
- Volunteers
- Event attendees
- Newsletter subscribers
- Social media followers
You can also send these letters to try and re-engage lapsed donors, so consider sending your annual fund letters to that segment as well.
When should you use them?
An annual fund is typically a never-ending initiative with no set “finish line,” so organizations often collect donations for their annual funds year-round!
Aim to have a few annual fund pushes throughout the year to devote a good deal of time and resources toward driving support for the campaign. Then, you may decide to send one-off annual fund letters as a way to engage new supporters as they get involved with your cause.
Annual fundraising letter template
Dear [Donor],
I am writing to you on behalf of [Nonprofit] to invite you to support our annual fund campaign. Your donation helps us to provide [summary of services provided by your organization] to those in need. Plus, it allows us to continue our mission to [brief overview of mission statement or purpose].
This year, we aim to raise $[fundraising goal] from generous donors like you. We collected a record $[funds raised in the previous annual fund campaign] for our annual fund, and I think we can surpass it this year.
We appreciate your ongoing support and hope that you can consider making a donation to our annual fund campaign today. If so, please mail a check using the enclosed pre-stamped and pre-addressed envelope or make an online donation by scanning the QR code below [QR code redirects to your online giving form URL].
Thanks again for your generosity.
Sincerely,
[Signature]
[Name]
[Title]
[Nonprofit]
Annual fund fundraising eCard example
12. Corporate Sponsorship Letters
What are corporate sponsorship letters?
Corporate sponsorship letters are used by nonprofits, schools, or other organizations looking to receive support from for-profit companies for a specific project or event.
Though they can vary depending on the company or nonprofit, sponsorship letter packages typically include the following components:
- A sponsorship proposal cover letter, or the formal request for a sponsorship donation. It explains the nonprofit’s fundraising need and details how the funds will be used.
- A sponsorship level document, which determines how companies decide how much they’d like to give. This resource often lists a few sponsorship levels to choose from and the perks that come with each. The higher the donation, the more perks the company receives.
Plus, there’s typically a sponsorship acknowledgment letter sent afterward to thank the company for its contributions.
To whom should you send them?
Send your corporate sponsorship request letters to any businesses with which you’re interested in partnering. A few ways to locate top prospects include identifying companies already in your network, such as your donors’ employers and top matching gift-givers, local businesses in your own community, and companies known for being particularly charitable.
When should you use them?
Sponsorship letters should be sent out well in advance of your event or project. This gives companies enough time to consider and respond to your donation request.
Furthermore, your nonprofit should send sponsorship acknowledgment letters immediately after a donation has been made and after the event has ended.
Corporate sponsorship letter template
Dear [CEO/CSR Manager/Business Owner],
I am writing on behalf of [Nonprofit], an organization dedicated to [summary of your mission, vision, and how you serve your community].
We are hosting our [event name] on [date] at [location]. Last year’s event was such a huge success that we decided to host it again!
In the past, this event has raised $[amount] and has [list out specific accomplishments using statistics and figures].
This year we’re hoping to raise even more! Our goal is $[amount], and we were hoping you could help us reach that goal.
By becoming one of our corporate sponsors, you’ll be able to [list projects that corporate donations could help accomplish].
We’ve also listed out some of the incentives and perks that your company can enjoy should you decide to become one of our corporate sponsors in our attached Sponsorship Levels Document. Regardless of the amount you choose to give, your company name will be included in our event program, and you’ll be mentioned in the press release that we’ll publish on our website.
We’re accepting cash donations as well as gifts-in-kind of goods or services.
Please browse the Sponsorship Levels Document to find the giving level that’s right for your company. If you’re ready to make a donation, tear off the perforated section of the following document and send it back to us in the self-addressed envelope we’ve enclosed.
I’d like to thank you in advance for your generosity. Please don’t hesitate to contact me directly at [phone number] or [email] if you have any questions.
All the best,
[Signature]
[Name]
[Title]
[Nonprofit]
Corporate sponsorship eCard example
13. Donor Thank-You Letters
What are donor thank-you letters?
Donor thank-you letters are pretty self-explanatory. These letters (or emails!) thank supporters for their contributions to a recent fundraising campaign. Sending personalized gift acknowledgments is an excellent way to deepen your relationship with supporters and keep your cause at the forefront of their minds.
Best practices for effective thank-you notes include:
- Greeting the recipient by name
- Acknowledging the donor’s specific means of support
- Addressing the impact made possible through their gift
Plus, you can share additional involvement opportunities (without asking for another gift). Encourage supporters to follow your social media pages, subscribe to your newsletter, or request a matching gift from their employer!
To whom should you send them?
Send thank-you letters to all of your supporters. In addition to traditional donors, this includes volunteers, in-kind givers, corporate sponsors, peer-to-peer fundraisers, matching gift donors, and more.
When should you use them?
Thank-you letters should be sent out as soon as possible after receiving a contribution. Ideally, this should be done within 48 hours of the initial gift being made.
It’s not a bad idea to use multiple channels, either. Consider sending an automated acknowledgment email immediately and following up with a tangible note in the days or weeks afterward. You can never be too appreciative of your donors!
Donor thank-you letter template
Dear [Donor],
I can’t tell you how much all of us at [Nonprofit] appreciate your generous support of our cause. Thanks to your donation of $[amount], we’ll be able to [list out specific goals, objectives, etc., made possible through the gift].
We are so grateful for your belief in our organization’s work.
At [Nonprofit], we are committed to transparency and accountability. Therefore, we’ll be sure to keep you informed about how your donation is making a difference in the lives of those we serve. We couldn’t do it without you!
I also wanted to let you know that we’ll be hosting an exclusive donor appreciation event on [date]. We’d love to extend an invitation to you to participate in this opportunity, with more details to come! Our current donors have all enjoyed developing a stronger partnership with our organization, and I’m hoping you’ll do the same.
Thanks a million,
[Signature]
[Name]
[Title]
[Nonprofit]
Donor thank-you eCard example
Show donors some love with an eCard alongside your thank-you letters. Youth for Understanding offered several eCards that past beneficiaries could send to thank anyone who made their experience with the organization memorable. Add a custom note alongside an eCard like this, and the recipient will have a thoughtful keepsake that inspires them to keep giving!
14. Fundraising Update Letters
What are fundraising update letters?
Fundraising update letters are post-fundraising campaign communications sent to supporters. These messages allow you to wrap up loose ends, celebrate success, and look to future plans and goals.
This letter should contain a summary of your recent campaign (e.g., event, crowdfunding effort, peer-to-peer fundraiser, capital campaign, etc.) and your overall level of success (whether you reached or exceeded your fundraising goal). Plus, you’ll want to provide additional context, reminding your audience how the funding will be used to further your mission. And don’t forget to thank each recipient for the role they played in driving your fundraising efforts forward.
To whom should you send them?
Anyone involved with your fundraising campaign should receive a campaign update letter! This includes donors of all giving levels, volunteers, corporate sponsors, peer-to-peer fundraisers, and more who made your fundraising success possible.
You might even decide to send fundraising update letters to existing supporters who opted not to partake in your fundraiser. This can allow them to stay up to date on organization happenings and celebrate the generosity of their fellow donors.
When should you use them?
Like donor thank-you notes, fundraising campaign update letters should be sent as soon as possible. Rather than following each donor’s contribution, however, wait until the entire campaign has wrapped up. Then, send your letters in the following days or weeks to celebrate their support.
Think of this type of fundraising letter as the big finale after your solicitation letters and other engagement efforts!
Fundraising update letter template
Dear [Donor],
I wanted to reach out and provide an update on our fundraising efforts at [Nonprofit].
Thanks to your generous support, we were able to surpass our fundraising goal of $[insert fundraising goal] by over $[amount raised beyond your goal]. All in all, we collected $[total raised through the campaign] that is going to make a huge difference in the lives of [primary audience benefitting from your organization’s services].
Now, we will continue to work toward [nonprofit vision] by [list several specific projects or programs receiving funding from the recent campaign].
And we’ve already gotten started! Check out this photo to see how things have been going over here:
[Insert picture showcasing your organization’s efforts; ideally, a new project or program. Ex: breaking ground on a new building]
We are so grateful for your ongoing support and appreciate your commitment to our mission to [summary of mission statement or purpose]. We could not do this important work without your help.
Thank you for your ongoing generosity.
Sincerely,
[Signature]
[Name]
[Title]
[Nonprofit]
Donor thank-you eCard example
Perfect for an environmental nonprofit, this eCard emphasizes a core mission of rebuilding the planet. It features a nature-inspired design that reminds the recipient of the cause at hand. Then, the sender can use the thank-you letter to provide concrete updates and explain the donor’s role in making the mission possible.
Wrapping Up (& Sending Off!)
Crafting effective fundraising letters is vital to just about any giving campaign. This is true for nonprofits as well as churches, schools, and even individuals.
To make your appeals impactful, it’s essential to understand your recipients and personalize your message accordingly. From there, you’ll want to convey your organization’s mission in a way that resonates with your audience and provide a clear call to action to support your cause.
For more valuable fundraising tips and tricks, check out these additional resources:
- What Is an Email Append? All Your Questions Answered. Want to make sure your fundraising letters are reaching their recipients? Use email appends to keep your supporter contact information accurate and up to date.
- 6 Best Practices for Producing Impactful Matching Gift Videos. Take your matching gift fundraising strategy to the next level by learning how to create informative and effective matching gift videos for your nonprofit.
- Donor Retention: A Comprehensive Guide + 6 Strategies. Set your future fundraising appeals up for success by exploring the key strategies for donor retention in this detailed guide.
![Learn how eCardWidget can help you revamp your fundraising letters and send them as eCards.]](https://doublethedonation.com/wp-content/uploads/2023/08/Fundraising-Letters_Large-CTA.png)
Nonprofit CRM and Donor Management Software: A Buyer’s Guide
A constituent relationship management (or CRM) solution allows an organization to track its relationships with key constituents. Nonprofit CRM software is a specific system designed for charitable organizations to manage and streamline their fundraising and engagement efforts. It serves as a central database that stores and organizes information about donors, supporters, volunteers, staff members, and other key stakeholders. And it should be an integral part of an organization’s fundraising tech stack!
A nonprofit CRM can also be referred to by many names—including donor management software, donor database, fundraising CRM, and more. But regardless of what you call it, the basic premise is the same. CRM software records supporter data and tracks involvement with an organization. Nonprofits use the associated tools to organize data better, manage their supporter relationships more effectively, and practice more efficient and successful fundraising.
And whether you’re looking to purchase a CRM for the first time or you’re considering a system upgrade, you’ve come to the right place! We’ll walk you through key steps in the buying process, which include the following:
- Assessing Your Nonprofit CRM Needs
- Researching Donor Management Software Options
- Factors to Consider in the CRM Selection Process
- Making the Final Software Decision
- Nonprofit CRM Implementation and Training
- Maximizing Your New Nonprofit CRM | Smart Tips
Build better relationships and organize your outreach effectively using top-notch donor management tools. By the end of this guide, you’ll have what you need to make an informed decision about your nonprofit’s CRM.
Assessing Your Nonprofit CRM Needs
When it comes to choosing a CRM for your organization, it’s essential to consider your needs before diving into the selection process.
For smaller nonprofits, a CRM with all the bells and whistles may not be necessary at this stage. Not only can more complex software be increasingly costly, but it also requires a greater investment of time and effort to implement and maintain. Instead, focus on securing the basics—such as comprehensive donor profiles and intuitive fundraising tools—that allow you to better connect with your audience.
On the other hand, larger organizations may want to look for a solution that offers high levels of customizability. You likely have larger-scale technology needs as well as the development team to manage it.
In any case, scalability is another key factor. Your chosen CRM should have the capacity to grow with your organization as you continue to acquire supporters. Otherwise, you’ll be back shopping for a new solution sooner rather than later.
Thus, it’s important to strike a balance.
Additionally, it’s a good idea to identify the pain points in your current CRM or data management strategy. This might include manual data entry, limited reporting capabilities, or difficulty in tracking donor interactions. Proactively assessing these challenges will help you seek out specific features and functionalities in the new software you choose.
Some CRMs even offer tools like membership, volunteer management, or event planning capabilities. However, as with most facets of CRM software, the features you’ll receive depend on the vendor you work with.
Take the time to evaluate your specific needs, prioritize key features, then scope out a vendor that provides the functionality you want. Remember: while CRM software can benefit any nonprofit, it’s best to find a solution that aligns with your organization’s unique goals and priorities.
Researching Donor Management Software Options
Once you know what you’re looking for, begin exploring potential vendors that might be a good fit for your team. CRM software is a significant investment, so it’s crucial to conduct thoughtful research before you sign the contract.
To hone your search, we recommend making a list of top possibilities. You can even make a pros and cons chart to help organize your thoughts!
From there, it’s crucial to consider reviews and case studies. It never hurts to get a second opinion—especially if the opinion is from an organization that has used the software. Many vendors also provide on-demand demos or recorded walk-throughs of the software, which can be helpful at this stage in the process.
Ultimately, you’ll want to shortlist vendors whose services and features might fit your needs. Then, compare and contrast your list of prospective CRMs based on the criteria listed below.
Factors to Consider in the CRM Selection Process
A lot goes into making the right software decision for your nonprofit team. We recommend weighing these essential factors and determining the best fit.
Integrations
Gone are the days when nonprofits kept their software in separate “silos.” Now, CRMs are designed to provide a centralized location for data management. Consequently, integrations with your fundraising software should including…
- Donation tools — Donation tool integrations allow a nonprofit CRM a direct connection to receive and track donations, streamlining the donation process, enhancing donor security and trust, and enabling organizations to monitor fundraising efforts with ease.
- Peer-to-peer fundraising platforms — Similarly, donations made through peer-to-peer initiatives should flow seamlessly into your organization’s CRM as well. For the same reasons, this enables nonprofits to raise more through social fundraising while maintaining effective engagement reporting strategies.
- Event software — Nonprofit events produce a ton of constituent data, and an event software integration enables efficient management and coordination of event-planning and hosting. This should include automatic tracking of registrations, ticketing, and attendance that can help inform future fundraising event efforts.
- Marketing tools — Your CRM may contain some basic marketing and engagement functionality, but dedicated marketing software can significantly expand your horizons. When your donor database integrates with your marketing tools, it’ll be easy to trigger personalized and segmented messaging to each donor through a range of communication channels.
- Volunteer management software — Integrating with a volunteer management software system (or VMS) allows nonprofits to efficiently track, organize, and communicate with volunteers. This tool typically invovles volunteer-specific functionality, like online scheduling tools and automated shift reminders, and an integration ensures that engagement information makes its way back to your primary database.
- Matching gift technology — A matching gift CRM integration automates the identification and tailored follow-ups for matching gift opportunities within your database. This type of software partnership is vital for successful fundraising as it doubles the impact of individual donations, increases revenue without requiring additional donor contributions, and maximizes the organization’s fundraising potential overall. Managing matching gifts manually is a fairly time- and labor-intensive process, and organizations that lack a seamless automation option typically miss out on a ton of funding from the source. So you’ll definitely want to keep this type of integration in mind as you make your choice!
A powerful CRM should be able to seamlessly connect to the other tools you use and automatically pull data from these sources and more. But not all CRMs are easily integrable with all fundraising platforms, so be sure to check with your vendor during the buying process.
It’s also important to recognize that some integrations, while available, can take a significant amount of time and money to configure. All in all, the ease of integration depends on the software you’re trying to integrate. Keep an eye out for turnkey or native integrations that are ready-built and require little to no development work to set up. Alternatively, anything involving custom APIs is going to require a more technical and hands-on process to establish.
Functionality
While CRMs vary widely in the scope of their offerings, the following key features should be offered by any data management system you consider.
In-Depth Donor Profiles: Track everything from demographics to historical involvement—providing a holistic view of your supporters. The more information you have, the more relevant and engaging your communications will be.
Data Reporting: Generate various in-depth reports, including a comprehensive birds-eye view and robust individual reporting. Not to mention, configure custom reports to receive organization-specific insights.
Email Automation: Consider your ability to send automated email campaigns to the donors in your database. Plus, customize outreach to reflect a tailored engagement approach and a consistent nonprofit brand.
List Segmentation: Craft highly relevant, tailored messages with list segmentation capabilities. Organize and trigger outreach to specific groups based on various criteria such as demographics, giving history, employer, engagement level, and more.
Matching gift capabilities
Matching gifts are essentially the “Buy One, Get One Free” sale of the nonprofit world. An estimated $2 to $3 billion is donated to charitable organizations through matching gift programs each year, although an additional $4 to $7 billion in available matches remain unclaimed. Not to mention, the offer of a matching gift program can also lead to increased individual giving! In fact, 84% of donors say they’re more likely to give charitably if a match is offered, while 1 in 3 donors would give more if matching is applied to their donation.
Thus, this powerful funding source has the potential to elevate any organization’s fundraising and engagement efforts, and the right CRM system can make it easy to do so. All it takes is integrating your CRM with a matching gift tool like Double the Donation.
Matching gift capabilities should be your #1 consideration when choosing a CRM. If you don’t want to miss out on this already underutilized revenue stream, be sure the donor management software you buy integrates with a matching gift platform! (Explore our recommended nonprofit CRM partners here.)
When enabled, incoming donation records will flow into Double the Donation from your CRM. From there, the industry leading matching gift software will screen donors and filter by matching gift eligibility. The system will then trigger tailored outreach that encourages donors to submit their matches and secure additional funds for your cause.
This streamlines the processes involved with…
- Promoting matching gift opportunities
- Providing matching gift program guidelines and forms
- Reminding donors to complete the process
- Sharing customized and company-specific next step recommendations
- Tracking matches every step of the way.
All in all, that means increased supporter engagement and increased funding with little to no extra work required of your staff! On the other hand, organizations that lack the tools and resources needed to power their matching gift fundraising efforts often leave significant amounts of funding on the table. But automation empowers organizations to increase their matching gift revenue by upwards of 61%!
With increased engagement, heightened funding, and efficient processes, integrating your donor management system with a matching gift tool opens up a world of possibilities for your nonprofit. The process of researching, buying, and onboarding a new CRM is enough work on its own—you definitely want to make your efforts easier by working with a seamlessly integrable matching gift tool.
If you’re interested in connecting your CRM to the industry-leading matching gift software provider, request a demo to get in touch with a member of our team.
Cost
Unfortunately, it costs money to raise money, and fundraising software is no exception. Therefore, it’s important to set a clear budget—and keep it in mind as you make your CRM selection.
Remember: the price listed on the vendor’s website usually doesn’t reflect the full investment. Donor management systems can have hidden costs, such as the number of profiles, payment processing fees, and training and support services.
User interface
A positive user interface (or UI) is critical because it directly impacts a CRM’s overall effectiveness. A well-designed UI enhances user satisfaction, improves productivity and efficiency, reduces the learning curve, and encourages widespread adoption within the organization.
Thus, you’ll want to look for a solution that offers a clean, well-organized layout with clear navigation and an intuitive design. Not to mention one that simplifies activities and automates repetitive processes to streamline workflows!
If you’re able to get a trial of the software before making a commitment, be sure to keep the user experience in mind as you explore the database.
Cloud-based vs. onsite
When it comes to the way you access your nonprofit CRM, there are two main types of systems—cloud-based and onsite.
A cloud-based CRM software is accessed via the Internet through an online login portal. Staff members can typically use the software from any computer, tablet, or smartphone. Many cloud-based CRMs even have mobile apps! This is ideal for organizations that need to operate their software on the go (such as during events and donor meetings). And it also enables you to provide users with varying levels of permissions access.
Onsite CRM software, on the other hand, is installed directly on a computer at your nonprofit’s office. A more traditional solution, it can only be accessed from a single device at a set location. This type of software is generally used by larger organizations with ample resources to install and maintain the system. An onsite solution is also generally more secure than cloud-based software, and therefore must be used by certain nonprofits—like healthcare organizations—for data protection purposes.
Security and data privacy
A nonprofit CRM deals with a lot of sensitive donor information, and your supporters are trusting that you’re handling it as such. Thus, data privacy and security should play a pivotal role in the decision-making process.
After all, protecting donor information, maintaining compliance with data protection regulations, and safeguarding against potential security breaches are crucial responsibilities for any organization. Items to consider include data encryption and tokenization, multi-factor authentication, PCI-compliance, customizable permissions settings, and more.
Making the Final Software Decision
Once you’ve conducted thorough research and narrowed your options for a new CRM, it’s time to make your final choice. Follow these steps to ensure a smooth and successful decision-making process:
1. Contact vendors to take the next step. Reach out to the CRM vendors you’re still considering. Work with the company to evaluate your specific needs and determine if their software aligns with your requirements. From there, the vendor will be able to provide further information and guidance.
2. Request a demo to see the software in action. Witness the CRM’s features firsthand and address any questions or concerns you may have. A live demo allows you to visualize how the software functions and assess whether it meets your nonprofit’s needs effectively.
3. Take advantage of free trials. Many CRM vendors offer free trials of their software. Seize this opportunity to get hands-on experience with the software. Testing it within your organization will give you a real sense of its usability and help determine if it’s the right fit.
4. Confirm matching gift integration availability. Take this time to ensure the new donor management system you’re considering can seamlessly integrate with your matching gift tool. Or, if your team isn’t already equipped with a matching gift platform in your software toolkit, double-check the CRM’s matching gift functionality to confirm that you’ll be able to get your gifts matched with ease.
5. Seek input from key stakeholders. Since CRM software will likely impact various staff members’ roles, it is crucial to involve them in the decision-making process. Gather input from your whole team to understand their expectations and the benefits they hope to gain from the platform—including integrations. By aligning everyone’s needs and goals, the implementation and training processes will run more smoothly, too.
6. Sign the contract! Once you’ve found the perfect CRM that meets your nonprofit’s needs and aligns with your budget, you’re ready to finalize the decision. Review the contract thoroughly, ensuring that all terms and conditions are clear and satisfactory. Once you’re confident with your choice, sign the contract and get started with the software.
Nonprofit CRM Implementation and Training
Ensuring proper training and onboarding for your staff is a crucial step in successful CRM implementation. To maximize the potential of your new database, be sure to invest in comprehensive training for all users.
From the start, it’s important to establish and maintain standardized data procedures. For example, you may find that certain information, such as email addresses and online giving transactions, are automatically logged into your CRM system. However, other data, like phone calls and face-to-face meetings, might need to be entered manually.
Setting guidelines for data sources and minimizing task overlap can help ensure that the data entered into the CRM is accurate and consistent. By providing clear instructions on how to input data and manage records, you can avoid duplication, errors, and inconsistencies that may hinder the effectiveness of your donor database.
You’ll also need to set up integrations between your CRM and any other software systems you use. These connections can streamline data exchange and automate processes, but they typically require independent setup. And depending on the ease of integration, you may need to consult an outside expert to do so.
(Double the Donation has an excellent support team that can assist in getting you connected to your new CRM! Contact us here to learn more.)
Ultimately, a smooth transition from your existing systems to the chosen CRM is essential to minimize disruptions and ensure data integrity. Though you can surely expect a learning curve as you adopt the new system, proper training and onboarding can go a long way—setting your team up for significant returns on your software investment.
Maximizing Your New Nonprofit CRM | Smart Tips
Once you’re up and running with your donor management software, use these tips to elevate your engagement efforts. With a powerful CRM at your fingertips, you’ll be well-equipped to maximize your nonprofit’s impact and forge stronger connections with supporters.
Take your fundraising and outreach strategies to the next level by incorporating the following recommended practices.
1. Collect as much supporter information as possible.
The more you know about your donors, the better you can connect with them and the more you can grow your relationship beyond the surface level. Therefore, it helps to use your nonprofit CRM to collect and store a wealth of information about each individual engaged with your organization.
This might include—but is certainly not limited to:
- Name (full and preferred)
- Contact information (address, phone number, email, social media)
- Birthdate
- Giving history (donation amounts, frequency, date of last donation)
- Preferred communication channel (email, phone, mail)
- Engagement level (donating, volunteering, fundraising, attending events)
- Preferred giving methods (online, check, stock donation)
- Employer information (company name, position, workplace giving eligibility)
- Relationship status (single, married, family)
- Demographic information (gender, age, ethnicity)
- Preferred acknowledgment method (private gratitude, public recognition)
- Communication preferences (frequency of contact, content preferences)
- Source of donation (event, campaign, online, direct mail)
Once you have this information—or as much of it as you can for each donor—you can use your CRM to segment supporter outreach accordingly. Even something as simple as addressing the individual by name in your next marketing campaign can go a long way. In fact, studies reported that including the recipient’s name in an email subject line significantly drove up open and click rates while reducing unsubscribes!
2. Use your CRM to drive more matching gifts to completion.
Speaking of donor data, one of the most essential pieces of information in your database involves knowing where your supporters work. Not only can this detail help uncover prospective corporate partners with which you already have a contact in common, but it can also empower your team with company-specific workplace giving insights.
For example, when you collect employment information in your nonprofit CRM, you can then screen for donors who work for companies that match team members’ charitable gifts. This allows donors to stretch their dollars even farther for your cause, ultimately producing greater fundraising impact and strengthening relationships overall.
In order to streamline the processes involved with identifying, researching, and following up with each opportunity, connecting your donor management system with an integrable matching gift software is a must.
3. Maintain a clean and organized donor database.
Maintaining a clean, healthy, and organized nonprofit CRM is essential to make the most out of your new system. Here are some key strategies that can help a nonprofit achieve this goal:
- Regularly conduct data hygiene practices, eliminating duplicate records and outdated information when possible.
- Establish clear data entry and management procedures to ensure consistency and accuracy. Standardization is key!
- Encourage staff members to review and update CRM records regularly.
- Provide ongoing training and support to keep staff members updated with software features and best practices.
By following these steps, your nonprofit can ensure that the CRM remains a valuable tool, powering smart data management and driving operational efficiency for years to come.
4. Track and analyze fundraising KPIs using CRM reporting capabilities.
Tracking and analyzing fundraising KPIs—or key performance indicators—using CRM reporting capabilities is vital for nonprofits looking to continuously improve their efforts.
To begin, identify relevant KPIs aligned with your organization’s specific goals. This might include:
- Total donations
- Average gift size
- Donor retention rate
- Donor acquisition cost
- Campaign conversion rate
- Matching gift participation
From there, analyze the reports for trends and areas of improvement, comparing KPIs over time or across campaigns. Use the findings to make data-driven decisions, adjust strategies, and track progress toward objectives.
(Hint: Many CRMs offer robust visual reporting tools which can be particularly useful for communicating fundraising impact with ease.)
5. Keep an eye out for continuously developing features and improvements.
Technology is constantly evolving, and your nonprofit CRM is likely no different. Thus, you’ll want to be on the lookout for any new features and functionalities your provider may begin to offer. This will allow you to leverage the latest tools to enhance your nonprofit’s operations and overall effectiveness.
Whether it’s improved automation capabilities, advanced analytics, enhanced integration options, or cutting-edge AI functionality, embracing new CRM features empowers your nonprofit to stay competitive, streamline processes, and remain at the forefront of the ever-changing nonprofit landscape.
Wrapping Up + Final Thoughts
Nonprofit CRM software is crucial for organizations aiming to optimize their fundraising efforts and build strong relationships with donors. By walking through each of the steps in the buying process above, your team should have everything you need to weigh the key features, benefits, and considerations of a donor management system.
Remember: the right CRM will empower your organization to streamline operations, personalize donor interactions, and drive long-term fundraising success. It’s an investment that goes a long way.
Keep learning and building out your nonprofit tech stack. Check out other types of fundraising tools an organization may need:
- The Expert’s Guide to Buying Fundraising Software. This guide is designed for nonprofit teams looking to purchase just about any fundraising software. Uncover expert insights, tips, and best practices to consider during the software selection process.
- Top Peer-to-Peer Fundraising Software (What to Look For). Explore key features and functionalities to consider when choosing a social fundraising platform. Use this guide to make informed decisions to maximize your peer-to-peer efforts.
- The Ultimate Fundraising Event Software Buyer’s Guide. Take a deep dive into nonprofit event software. Identify the right solution that aligns with your event goals, enhances the attendee experience, and optimizes event potential.
- Database of Matching Gift and Volunteer Grant Companies. A matching gift database is a valuable tool for organizations looking to increase their corporate fundraising efforts. Use this resource to amplify impact through employer giving programs.
Matching Gifts and Relief & Development Nonprofits
In today’s nonprofit world, the collaboration between individual giving and corporate philanthropy has become more essential than ever. Charitable organizations working tirelessly to provide relief and development services often rely on the generosity of both groups to fund their vital initiatives. And that’s how matching gifts and relief and development nonprofits go hand in hand.
In this guide, we’ll explore matching gifts and their role in bringing mission-focused organizations like yours to new heights. This includes:
- The Basics: Matching Gifts and Relief & Development Orgs
- Companies That Match to Relief & Development Causes
- Making the Most of Matching Gifts for Your Relief Group: Top Tips
- Sample Matching Gift Messaging for Relief and Development Nonprofits
Corporate matching gifts offer a win-win opportunity for nonprofit causes—including those in the relief and development sector. Growing your knowledge of these powerful initiatives can set you and your team up for long-term, ongoing success.
Let’s get started!
The Basics: Matching Gifts and Relief & Development Orgs
Before jumping into the specific tools and strategies that can aid your relief and development organization in maximizing matching gifts, it helps to build a solid understanding of the opportunity at hand.
By definition, matching gifts are a specific form of corporate philanthropy in which participating companies match donations their employees make to qualifying nonprofit causes.
Corporate matching gift opportunities offer widespread benefits to the participating parties. These include…
- The recipient organization, which ultimately receives two gifts for the cost of soliciting one. Not to mention, the nonprofit can benefit from increased donor engagement and strengthened individual relationships.
- The initial donor, who gets to see their charitable contribution stretch twice (or even three times!) as far for a nonprofit cause they care about.
- The contributing company, as it’s positively impacted by elevated employee engagement, improved brand reputation for its social responsibility, significant tax benefits, and more.
From a nonprofit perspective, the opportunity is too big to overlook. Still, matching gifts are left on the table each year—to the tune of $4 to $7 billion in unclaimed match revenue.
In order to position your organization for matching gift success, it helps to familiarize yourself with some of the most popular matching gift programs and their eligibility criteria.
Companies That Match to Relief & Development Causes
Many companies provide employees with the opportunity to double their support for the nonprofits they care about. Here are a few businesses with standout program offerings in the relief and development sector!
Johnson & Johnson
As a leading provider of matching gift funds, Johnson & Johnson is committed to supporting relief and development through its generous employee matching gift program and other philanthropic initiatives.
Employees who donate to eligible organizations can have their contributions matched by the company, enabling individuals to amplify their giving. Ultimately, it incentivizes team members and corporate leaders to make a meaningful difference in the lives of those served by relief organizations and beyond.
And here’s an overview of the company’s matching gift guidelines:
- Minimum donation — $25
- Maximum donation — $20,000
- Match ratio — 2:1
- Qualifying employees — Full-time, part-time, retired
- Qualifying nonprofits — Relief and development organizations and nearly all other 501(c)(3) causes
Explore Johnson & Johnson’s matching gift program here.
Edgewell Personal Care
Encompassing some of the most prominent grooming, skin, sun, and feminine care brands, Edgewell Personal Care recognizes the importance of supporting widespread nonprofit causes. Thus, Edgewell employees have the opportunity to double their donations to eligible relief and development organizations—along with other nonprofit missions.
This empowers qualifying employees to contribute to positive change and aid in disaster recovery, community development, and more. And here’s an overview of the matching program:
- Minimum donation — $25
- Maximum donation — $5,000
- Match ratio — 1:1
- Qualifying employees — Full-time, part-time employees
- Qualifying nonprofits — Relief and development organizations and many others
Explore Edgewell Personal Care’s matching gift program here.
3M Company
At 3M, employees are encouraged to make a greater impact through personal donations by participating in the company’s matching gift program. When individuals donate to eligible nonprofits—like relief and development organizations—3M Company matches at a dollar-for-dollar rate, effectively doubling the support provided.
This program aids in multiplying the reach of relief and development efforts to help communities grow and thrive. Take a look at the program overview below:
- Minimum donation — $25
- Maximum donation — $1,000
- Match ratio — 1:1
- Qualifying employees — Full-time, part-time, retired
- Qualifying nonprofits — Relief and development organizations, educational institutions, and most other nonprofits
Explore 3M Company’s matching gift program here.
Intel Corporation
Intel Corporation aims to make a global difference in relief and development initiatives, and one way it’s doing so is through a generous matching gift program. This effort encourages Intel employees to increase the impact of their donations to eligible organizations, supporting critical relief efforts, contributing to sustainable development projects, and improving the lives of communities around the world.
Here’s an overview of the matching gift program guidelines:
- Minimum donation — $10
- Maximum donation — $5,000
- Match ratio — 1:1
- Qualifying employees — Full-time, part-time, retired
- Qualifying nonprofits — Relief and development organizations, educational institutions, and many other nonprofits
Explore Intel Corporation’s matching gift program here.
JPMorgan Chase
JPMorgan Chase recognizes the importance of supporting relief organizations in their mission to foster sustainable development. Through its employee matching gift program, the company encourages employees to multiply the impact of their own donations to qualifying causes, thus demonstrating an ongoing commitment to supporting global communities.
And here’s an overview of the matching gift program:
- Minimum donation — $10
- Maximum donation — $1,000
- Match ratio — 1:1
- Qualifying employees — Full-time, part-time
- Qualifying nonprofits — Relief and development organizations, health and human services, arts and cultural groups, civic and community organizations, and environmental nonprofits
Explore JPMorgan Chase’s matching gift program here.
Making the Most of Matching Gifts for Your Relief Group: Top Tips
At Double the Donation, we’ve worked with many relief and development organizations to aid in elevating their corporate matching gift fundraising. Here, we’ve compiled a list of our favorite tried-and-true tips to help your team unlock the full potential of matching gifts.
1. Utilize matching gifts to reach critical relief goals quickly.
When it comes to generating revenue for organizations that provide immediate assistance during and after natural disasters (such as food, water, shelter, and medical), it’s important to remember that great needs can arise very quickly. Luckily, matching gifts can play a key role in fundraising for these needs more effectively and efficiently than ever before.
After all, the offer of a corporate match does more than provide a free “bonus” donation—which is a significant win in and of itself. It can also produce substantially heightened fundraising response rates and result in larger average gift amounts even before the match comes through.
2. Focus on doubling relief and development impact.
By participating in matching gift programs, eligible donors can contribute in even greater amounts to critical relief efforts, support sustainable development initiatives at new levels, and make an increasingly positive change in the lives of individuals and communities worldwide. Thus, it’s a good idea to communicate the amplified impact that matching gifts make possible in order to encourage your audience to participate.
For the greatest results, position the opportunity in terms of elevated tangible impact. For example, you might say something like this: “Double your contribution to support TWICE as many children in need,” or “Your donation plus a corporate match will enable our team to provide two kits of medical supplies for the cost of one.”
When you communicate the greater potential of each gift with an associated match, donors are more likely to get involved!
3. Automate the process so no matches are left unclaimed.
Our #1 tip for any organization has to do with streamlining matching gift operations with dedicated automation technology. Doing so allows nonprofit fundraisers to benefit from…
- Better donor experiences (with guided assistance through the process);
- More matches driven completion, ultimately producing additional matching gift funds for your cause;
- Additional time not spent manually following up on matches that can be reallocated to other mission-critical activities.
Thus, automating matching gifts will be a game-changer for your relief organization. For example, Double the Donation’s industry-leading solution will identify more match-eligible gifts, integrate matching gifts directly into the giving process, trigger personalized follow-ups with company-specific guidelines and next steps, and track and report on matching gifts from start to finish.
See how it works in the video below:
Sample Matching Gift Messaging for Relief and Development Nonprofits
One of the best things you can do to drive matching gifts is to integrate matching gift promotions into your existing fundraising and marketing strategies. Check out these customizable templates to get started in your efforts!
Matching Gift Email Template:
Subject: Double Your Impact in Support of Relief and Development!
Dear [DONOR],
Your generous support has always made a significant difference in our relief and development efforts. Now, we have an exciting opportunity to make an even greater impact together.
Did you know that [COMPANY] has a matching gift program for employees like you? By simply submitting a matching gift request, you can double the impact of your donation to our organization. It’s an incredible way to amplify your support and help us provide vital relief, foster sustainable development, and transform lives.
Take a moment to check if your employer participates in a matching gift program and join us in this meaningful endeavor. Together, we can bring hope, resilience, and lasting change to communities in need.
Thank you for your continued dedication to our cause!
Sincerely,
[NAME]
[NONPROFIT]
Matching Gift Social Media Post Template:
Did you know that your donation to [NONPROFIT] can go twice as far? Many companies, like [COMPANY], [COMPANY], [COMPANY], and [COMPANY], offer matching gift programs to support nonprofits like ours. Take a moment to find out if your employer matches donations and maximize the impact of your support—click the link to search the database tool on our website and learn more [URL].
Together, we can make a difference in the lives of those in need! #MatchingGifts #DoubleYourImpact #ReliefAndDevelopment
Matching Gift Text Message Template:
Hey [DONOR]! Did you know your employer might match your donation to [NONPROFIT]? Double the impact of your support and make an even greater difference in our relief and development efforts.
Click here to search for your employer, [URL], or get in touch with your HR department about their matching gift program today!
Matching Gift Web Page Template:
Multiply Your Impact for [NONPROFIT] with Matching Gifts
Double Your Donation, Double the Difference
Many companies have matching gift programs to support relief and development organizations like ours. By taking advantage of your employer’s matching gift program, you can double the impact of your donation and help us bring hope, support, and sustainable development to those in need. Check if your employer participates in a matching gift program and learn how to double your donation today.
[EMBEDDED COMPANY SEARCH TOOL]
Matching Gift Direct Mail Template:
Dear [DONOR],
Your support has been instrumental in our relief and development initiatives, and we want to share an exciting opportunity with you. Did you know that your employer may offer a matching gift program? By taking advantage of this program, your generous donation to [NONPROFIT] could be matched, effectively doubling the impact of your support.
We encourage you to reach out to your employer’s HR department to inquire about their matching gift program or visit the “Matching Gifts” tab on our website to learn more.
As always, your action makes a world of difference and helps us provide vital assistance to those in need.
Warm regards,
[NAME]
[NONPROFIT]
Final Thoughts
Matching gifts have the remarkable ability to transform nonprofit fundraising. By making the most of individual donor gifts and their associated corporate matches, relief and development organizations like yours can increase funding, expand programming, and maximize benefits for more individuals in need. And equipping your fundraising team with the right knowledge and tools can go a long way toward achieving optimal matching gift success.
Best of luck!
Keep learning—check out these additional resources to dive deeper into matching gift strategies for organizations like yours:
- Overcoming Matching Gift Roadblocks [Helpful Solutions.] Uncover valuable insights to overcome common challenges facing matching gift programs. These practical solutions help streamline the process from start to finish.
- Marketing Matching Gifts | A Guide for Avid Fundraisers. Equip your team with effective marketing techniques to promote matching gifts. Learn how to raise awareness, engage donors, and drive participation in the programs.
- Top 24 Matching Gift Companies: Leaders in Philanthropy. Explore the industry’s leading companies known for their commitment to corporate philanthropy. Learn more about each business’s programs and support.
