Marketing Your One-Off Matching Gift Program: Tips & Tricks

Marketing Your One-Off Matching Gift Program: Tips & Tricks

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Custom or exclusive matching gift partnerships are powerful fundraising opportunities—but only if your target audience knows about them. The solution? Marketing your organization’s one-off matching gift program well.

To make the most of the campaign, you’ll need a thoughtful strategy that reaches the right people at the right time with the right message.

In this post, we’ll break down tips and tricks to help your nonprofit successfully market your one-off matching gift program, boost donor participation, and build long-term value from short-term opportunities.

Let’s get started!

The Basics: What is a one-off matching gift program?

A one-off matching gift program is a customized partnership between a company and a specific nonprofit. Unlike ongoing corporate matching gift programs that apply broadly to employee donations made to any eligible nonprofit, one-off matches are tailored to support a single organization, typically for a limited time or tied to a specific campaign or event.

In this type of program, the company agrees to match employee donations exclusively to the selected nonprofit, often at a 1:1 ratio or higher. The timeframe can vary—it might be a single giving day, a multi-week campaign, or a long-term engagement.

These programs can be incredibly effective because they create a sense of urgency and focused support, while also generating excitement and engagement among employees. For nonprofits, they offer a unique opportunity to deepen a relationship with a corporate partner, raise more funds quickly, and increase visibility among the company’s workforce.

Why does marketing your one-off matching gift program matter?

Marketing your one-off matching gift program is essential because even the most generous offer won’t make an impact if no one knows it exists. These programs are often time-bound and specific, which means you have a narrow window to engage donors and maximize participation. Without strategic promotion, you risk leaving matching dollars on the table.

When you market a one-off matching gift effectively, however, you can:

Drive Immediate Action

One-off matches create shared purpose. A well-communicated match can motivate donors to give now rather than later, knowing their contribution will go twice as far.

Increase Total Revenue

Studies consistently show that donors are more likely to give—and to give more—when they know their gift will be matched. Marketing your program broadly helps you boost donation volume and average gift size during the campaign period.

Expand Visibility and Awareness

By thoroughly promoting the match, you not only increase donations but also raise awareness of your nonprofit’s partnership within the company. This strengthens your brand, highlights corporate support, and may even attract future opportunities. Plus, it gives you a chance to form relationships with individuals that can last beyond the dedicated partnership, too.

Widening your reach by marketing one-off matching gift programs

Deepen Donor Engagement

A one-off match can be a great moment to reconnect with lapsed donors or encourage new supporters to give for the first time. Promoting the opportunity gives you a compelling reason to reach out and spark engagement with clear, impact-driven messaging.

Ultimately, a strong marketing push ensures your one-off matching gift program lives up to its full potential, benefiting your organization, your supporters, and your corporate partner.

Marketing Tip #1: Create a dedicated landing page on your website.

One of the most effective ways to market your one-off matching gift program is to build a dedicated landing page on your nonprofit’s website. This page will serve as a central hub for all information related to the matching gift opportunity, making it easy for donors to understand the program and take action.

Marketing your one-off matching gift program on your website

Here’s why it works:

Clear, Focused Messaging

A standalone page allows you to focus entirely on the details of the one-off match—who is matching, how long the program runs, which gifts are eligible, and how donors can participate. This keeps your messaging consistent and avoids confusion.

Increased Visibility in Campaigns

Be sure to link to the landing page in all related marketing materials, including emails, social posts, and blog content. This helps drive traffic to a single, reliable source of truth, and it gives your campaign a professional, cohesive feel.

Highlight Your Corporate Partner

Use the page to highlight your business partner, emphasizing their dedication to philanthropy and community engagement. Include their logo, a quote from a company representative, or a thank-you message to show appreciation.

Capture More Matches

You can also include helpful tools, such as donation forms, FAQs, and direct links to corporate giving portals, if applicable. If your organization uses Double the Donation’s tools, this is a great place to embed your matching gift search widget to help donors check their eligibility—by adding the program to your database specifically.

By dedicating a space on your website to promote your one-off match, you boost engagement, streamline the donor experience, and demonstrate the value of your partnership.

Marketing Tip #2: Add the matching gift program to your Double the Donation database.

If your organization is partnering with a company on a one-off matching gift program, one of the most strategic moves you can make is to add the program to your Double the Donation search tool.

Custom matching gift programs' backend management

Here’s why this step is so valuable:

Surface the Match at the Right Moment

Double the Donation’s tools are integrated directly into many nonprofits’ donation forms and confirmation pages. When a donor identifies their employer, the system will instantly show whether a matching gift is available—including, with its dedicated custom match functionality, one-off programs. That means donors working for your partner company will see the promotion when they’re most likely to act: right after making a gift.

Streamline Donor Access to Key Details

Your listing can include all the relevant information about the one-off program: including match ratio, deadline, eligibility guidelines, and submission instructions. This saves your donors from having to dig for details and reduces friction in the matching process.

Enable Matching Gift Auto-Submission

Speaking of the matching process, Double the Donation’s exclusive matching gift functionality includes the ability to enable auto-submission for one-off matches. This means that qualifying donors won’t have to complete a separate matching gift request form, but instead can trigger a match straight from your gift confirmation page with a few clicks.

By adding your one-off matching gift opportunity to the Double the Donation platform, you enhance your campaign’s reach and efficiency—ensuring more donors are informed, eligible matches are claimed, and your organization receives the full benefit of the partnership.

Marketing Tip #3: Post about your one-off matching gift program on social media.

Social media is one of the most effective and accessible tools for spreading the word about your one-off matching gift program. It allows you to reach a wide audience quickly, generate excitement, and encourage action from your followers—especially those employed by your corporate partner.

Marketing your one-off matching gift program on social media

Here’s how to use social media strategically to promote your limited-time match:

Target the Right Audience

Focus your messaging on engaging both current supporters and employees of the partnering company. Be clear about who qualifies for the match and how long it’s available. Tag the sponsoring business (with their permission), use relevant hashtags, and consider boosting posts to reach your partner’s network more effectively.

Post Regularly With Timely Updates

A single post won’t be enough—create a content schedule that builds momentum over the course of the match. Start with an announcement, then share reminders, encouragements, and a final push before the deadline. Visuals like countdown graphics and short videos can help drive engagement, too.

Make It Easy to Share

Encourage your followers, staff, and corporate partner to reshare your posts. Provide suggested captions or graphics that make it simple for them to spread the word. When employees promote the program in their own circles, you’ll reach more colleagues who are eligible to give and get their donations matched.

Marketing Tip #4: Send a tailored fundraising appeal to the company’s employees.

One of the most effective ways to maximize participation in a one-off matching gift program is to connect directly with the employees of your corporate partner. A targeted, thoughtful fundraising appeal can drive awareness, boost engagement, and inspire action—all while making the most of the limited-time match opportunity.

Employees are more likely to give when they know their company is actively supporting the cause—and even more so when their donation will be doubled. A tailored appeal reinforces the partnership, communicates the impact of their gift, and makes the process of giving (and matching) as easy as possible.

Marketing your one-off matching gift program with dedicated appeals

When writing your appeal, be sure to:

  • Personalize the message. Address employees directly and reference the partnership with their company by name.
  • Clearly explain the match—how long it lasts, what types of donations qualify, and how to make their gift count.
  • Share a story or example of the real impact their gift can have. Use emotion and specificity to bring your mission to life.
  • Include easy next steps with a direct link to your donation form, instructions for requesting a match, and any relevant deadlines.

All in all, a targeted appeal shows employees that their support matters—and that now is the perfect time to make a difference. When done well, this outreach can significantly increase donations and ensure your one-off matching gift campaign reaches its full potential.

Marketing Tip #5: Provide resources for your corporate partner to distribute.

One of the simplest ways to amplify your one-off matching gift campaign is by equipping your corporate partner with ready-to-use marketing materials they can easily share with their employees. By making it easy for the company to promote the initiative internally, you significantly increase your reach and participation rates.

Corporate partners are often enthusiastic about supporting their nonprofit partners, but they may not have the time or capacity to create their own promotional content. Supplying polished, branded materials ensures the message is communicated clearly and consistently—while saving your partner time and effort. It also helps you stay in control of the messaging, emphasizing the key details and urgency of the match.

Your promotional toolkit might include:

  • Email templates announcing the match and encouraging employees to donate
  • Social media graphics and suggested captions for internal company platforms or LinkedIn
  • Flyers or posters that can be displayed in physical office spaces
  • A one-pager overview of your organization’s mission, the impact of the partnership, and matching gift instructions
  • Talking points for HR leaders or team managers to use when discussing the match with employees

Be sure to brand all materials with your nonprofit’s logo and your partner’s logo, and clearly state the timeframe and match opportunity.

Marketing your one-off matching gift program with internal company resources

When you hand off these resources, you can even offer to meet briefly with your contact at the company to walk through how best to use them. Ask if there are other communication channels you can support—such as company town halls, onboarding materials, lunch and learns, or employee giving portals.

By arming your corporate partner with the right tools, you empower them to become active champions of your mission and help drive more traffic—and donations—to your campaign.

Marketing Tip #6: Share impact stats or donor testimonials.

When promoting your one-off matching gift program, real numbers and stories speak volumes. Donors want to know that their gifts make a difference—and nothing reinforces that message better than real-world impact and personal testimonials.

Why? Sharing compelling statistics or heartfelt testimonials builds trust, inspires generosity, and motivates action. When supporters see the tangible outcomes of giving—or hear from others who’ve donated—they’re more likely to feel confident that their own contribution will matter. It also reinforces the value of the matching gift partnership and showcases the company’s positive role in driving that impact.

Depending on the stage of your campaign, you might highlight:

  • The number of gifts matched so far or total dollars raised
  • Specific programs or communities impacted by the campaign’s success
  • Quotes from donors about why they gave and how the match inspired them
  • Statements from beneficiaries about how donations have changed lives
  • Comments from employees of the corporate partner about how proud they are to support the cause

Don’t be afraid to use graphics, short video clips, or personal stories (with permission!) to add a human element to your stats.

Marketing your one-off matching gift program with donor testimonials

By spotlighting real results and authentic voices, you create a more emotional, meaningful connection that drives engagement and fuels ongoing support.

Marketing Tip #7: If applicable, establish urgency with upcoming deadlines.

One of the most powerful motivators in fundraising is a sense of urgency—and one-off matching gift programs are a natural fit for this tactic. These (often) limited-time opportunities are typically available for a defined period or tied to a particular campaign, event, or initiative. That means your supporters should act fast if they want their donation to go twice as far.

Marketing your one-off matching gift program with deadline reminders

When donors know there’s a deadline, they’re more likely to act now rather than put off giving. Creating a clear sense of urgency drives immediate action and helps your nonprofit make the most of the matching gift window. It also keeps your campaign top of mind during a critical period of opportunity.

Here are a few ideas for integrating urgency into your marketing strategy:

  • Highlight any deadlines in bold, clear language: “All gifts matched through June 30!” or “Only 3 days left to double your impact!”
  • Use countdowns in emails or on your campaign landing page to show exactly how much time is left.
  • Send last-chance reminders: A final push as the deadline approaches can significantly boost participation.

While the final days of a campaign often see the biggest surge in giving, your messaging should mention the time limit early and often. Repetition reinforces urgency and ensures that no donor misses the opportunity due to lack of awareness.

By emphasizing urgency, you help donors understand the limited nature of your one-off matching gift opportunity—and inspire them to take action while they still can.

Marketing Tip #8: Celebrate milestones and successes publicly.

Sharing progress is more than just a nice gesture—it’s a strategic marketing move that can build momentum, deepen engagement, and drive additional donations. As your one-off matching gift campaign unfolds, make it a point to celebrate key milestones and successes in public, visible ways.

After all, recognizing campaign progress and achievements signals to supporters that their gifts are making a real difference. It fosters a sense of community and shared purpose, encourages continued involvement, and inspires new donors to get involved. Public celebration also gives your corporate partner positive visibility, which helps reinforce the value of the partnership for both sides.

Here are a few ways to celebrate and promote your success:

  • Share milestone updates across email and social media: “We’ve raised $10,000—halfway to our goal! Let’s keep going!”
  • Feature donor spotlights or shout-outs to recognize individuals or employee groups who participated.
  • Post real-time updates during events or campaign pushes, especially if you’re running a day-of-giving or time-bound challenge.
  • Create thank-you graphics or short videos highlighting the impact of the donations received and the matched total.
  • Tag your corporate partner in public acknowledgments to strengthen your relationship and encourage them to share the content as well.

When you celebrate milestones publicly, you not only honor the generosity of your donors. You also reinforce the value of the one-off match, elevate your nonprofit’s credibility, and create more opportunities for future engagement.

Wrapping Up & Additional Matching Gift Resources

One-off matching gift programs provide nonprofits with a unique opportunity to amplify the impact of their donors and strengthen relationships with corporate partners. But without a clear, strategic marketing plan, it’s easy to leave dollars on the table.

By aligning with your partner, using a multi-channel approach, creating urgency, and sharing real-time results, you can turn a time-limited match into long-lasting value for your mission. With proper preparation and promotion, your next one-off campaign can be a win for your organization, your supporters, and your corporate sponsor alike.

Ready to elevate your approach? Use these marketing tips to make every dollar—and each match—count.

Check out the following recommended resources to continue growing your knowledge of all things matching gifts:

Get started with Double the Donation's one-off matching gift management feature

Matching Gifts + More: Tips for Special Fundraising Events

Matching Gifts + More: Tips for Special Fundraising Events

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Special fundraising events are a golden opportunity for nonprofits to raise significant funds, build relationships, and generate excitement around their cause. However, the success of these events doesn’t just rely on ticket sales or individual donations. Corporate giving, particularly through matching gifts, can dramatically increase the total funds raised with minimal extra effort. But matching gifts are just the beginning. There are several other forms of corporate support that can be leveraged during these events, from in-kind donations to employee volunteer programs and event sponsorships.

In this post, we’ll explore how nonprofits can tap into these various forms of corporate giving to maximize the impact of their special fundraising events.

With the right strategies, your organization can boost revenue, strengthen partnerships, and create a more engaging and rewarding experience for your supporters. Let’s dive into how you can make the most of matching gifts and more to enhance your next event.

Eligibility of Donations Made at Galas and Special Events

Because of your familiarity with the nonprofit world, you likely know that organizations typically incorporate donation requests within their special events. Let’s take a look at some notable special events hosted by some major, well-known organizations:

  • The Greater Los Angeles Zoo Association provides individuals with exclusive naming rights. For donations between $1,000-$50,000, you can name an animal, receive recognition in the zoo publication, have your photo taken with the animal, and get a VIP tour.
  • The Atlanta Botanical Garden has its Garden of Eden Gala, the organization’s largest annual fundraiser. Tickets range in price from a few hundred dollars to $25,000 for the presenting sponsor. Benefits include tickets to the organization’s Ball, a Patron Party, and much more.
  • NEXT for Autism hosts its annual “Night of Too Many Stars”. Celebrities such as Jon Stewart, Katie Perry, Amy Poehler, Tina Fey, Seth Rogen, and many others auction off once-in-a-lifetime opportunities to hang out with them. For instance, becoming “best friends with Amy Poehler & Tina Fey” for an evening was auctioned for thousands of dollars a few years ago.

But where do matching gifts fit into these donations? It may come as a surprise, but many companies that offer matching gift programs will match contributions made at special events!

When reviewing a company’s matching gift form, you may notice a sentence similar to “the corporation will not match tickets or subscription costs.” For instance, if your organization is a symphony selling a concert ticket or a science museum selling an IMAX ticket, most companies won’t match the ticket price. The reason is that donors are receiving a tangible benefit that other for-profit organizations would charge for. For example, an IMAX movie could be compared to a regular movie ticket, while a symphony could be compared to a sporting event ticket.

If that’s the case, then why are gala tickets and special event tickets often eligible?

If you look at the fine print on many nonprofits’ special event tickets, you’ll notice that it mentions a tax-deductible amount for each ticket. That tax-deductible dollar amount is what’s eligible to be matched.

So, what does that mean? In general, when it comes to galas and other special fundraising events, you must subtract the cost of a similar meal and any gifts that guests receive. Otherwise, it won’t be considered matching-gift eligible. For instance, if you host a gala and sell $500 tickets, you have to determine the fair market value of the benefits. In other words, how much would someone spend on the event if it weren’t a fundraiser?

Let’s say people would typically spend $100 for a gala, plus $50 on the meal at a local restaurant. That makes the fair market value $150, meaning the tax-deductible amount is $350. In this case, $350 is the amount that would likely be eligible for matching.

The Bottom Line: A significant percentage of a gala ticket’s price is tax-deductible and is often eligible to be matched by an employee’s company. However, corporate guidelines do vary by company, so it’s a good idea to stay informed about your donors’ corporate programming.

Matching Gifts for Peer-to-Peer Fundraisers

In addition to galas and auctions, another popular event type for nonprofits is the peer-to-peer fundraiser. Often structured as a run/walk/ride event, these initiatives are an increasingly popular strategy that allows individuals to fundraise on behalf of your organization. And these events can be match-eligible, too! In fact, some companies offer to match not only the portion of funds that an employee donates themselves, but the entire amount the individual fundraised on behalf of your nonprofit, exponentially increasing the funds raised during these campaigns.

Donations made through peer-to-peer and other special fundraising events can be matched

A number of major companies offer these particularly lucrative programs for peer-to-peer fundraisers. Some of the largest corporations with matching gift programs for employee fundraising efforts include:

  1. Intuit: Known for its generously philanthropic culture, Intuit matches employee donations and fundraising efforts, providing a valuable boost to nonprofit causes.
  2. McAfee: McAfee’s matching gift program is well-known in the tech industry. Employees who fundraise for a charitable cause can have their contributions matched, significantly increasing the funds raised during events.
  3. British Petroleum: BP matches employees’ fundraising efforts, particularly for charitable walkathons and other events. This program is a great way to boost contributions from their global workforce.
  4. State Street Corporation: With a strong commitment to community engagement, State Street encourages employees to fundraise for causes they are passionate about, offering matching gifts to further support their efforts.
  5. CVS Health: CVS Health offers a matching gift program that supports employee fundraising efforts, especially for health-related causes. Employees who participate in peer-to-peer fundraising can have their donations matched, further amplifying the impact of their contributions during events.

These are just a few examples, but there are many other companies that offer similar programs. By researching and identifying corporations that match employee fundraising, you can tap into new revenue streams and increase the effectiveness of your peer-to-peer campaigns.

Tips for Promoting Matching Gifts to Special Event Attendees

Matching gifts are a powerful tool for increasing fundraising revenue, but they are often underutilized during special events. As a result, nonprofits are much more likely to receive matching gifts for regular donations or annual fund contributions, making it crucial to raise awareness and promote matching gifts specifically during your event. However, with special events, there’s an added complexity: many attendees may not realize that a portion of their event ticket price or auction purchase is tax-deductible and eligible for matching gifts.

Even if donors are familiar with their company’s matching gift program, they rarely know that the amount they paid for their event ticket could be matched by their employer. This lack of awareness can lead to missed opportunities for increasing funds. Here’s how to ensure your donors know about matching gifts and are encouraged to take full advantage of this opportunity during your special event:

Here are a few easy suggestions we recommend:

1. Include Tax-Deductible Information on Event Tickets

Start by making the matching gift opportunity clear right on your event tickets. Many donors simply don’t realize that part of the ticket price is tax-deductible, and therefore eligible for matching gifts. If you don’t include this information, you risk donors not following through with the matching process.

What to Do:

  • On your event invitations, tickets, and confirmation pages, add a line such as: “Did you know $X of your ticket is tax-deductible? If your employer offers a matching gift program, you may be eligible to have your donation matched.”

  • Include the fair market value (or FMV) of the event’s benefits (such as meals or entertainment) to clearly show donors what portion is deductible and what portion is not.

This minor addition to your ticket materials can play a significant role in ensuring that donors easily recognize their eligibility for matching gifts, thus prompting them to take the next step.

2. Ask About Matching Gifts at Payment Stations

When donors are at payment stations or kiosks to pay for auction items, make additional donations, or complete their ticket purchases, ensure that your staff is actively prompting them to check if their company offers a matching gift program. These are key moments when donors are already engaged in the giving process, making them more likely to act on the opportunity to have their contributions matched.

What to Do:

  • Train your event staff to ask, “Do you work for a company that offers a matching gift program? If so, we’d love to help you get your donation matched!”

  • If possible, provide a quick reference sheet or matching gift search tool at the payment stations to make it easy for donors to look up their eligibility right there.

Even a brief prompt at a key time like this can significantly increase the chances that donors will pursue a matching gift after the event.

3. Use Event Signage to Raise Awareness

Visual prompts at your event can be a powerful way to encourage donors to think about matching gifts in real-time. Signage placed in strategic locations, such as near the ticket desk, auction area, or donation stations, can help spread awareness about matching gifts without overwhelming your guests.

What to Do:

  • Display large, clear signs that highlight matching gift opportunities. Include text like: “Double Your Impact: If your employer offers matching gifts, your donation today can be doubled!”

  • Use simple, eye-catching designs to make the process easy to understand, including a quick reference to a matching gift search tool and contact information for any questions.

This kind of helpful visual reminder can prompt event attendees to inquire further about matching gifts, even if they weren’t thinking about it before.

4. Follow Up After the Event with Matching Gift Reminders

Even after the event ends, your work isn’t done. Some matching gift programs have a short window for submission, so it’s important to send a follow-up email or reminder after the event to ensure donors don’t miss the chance to have their gifts matched. This is especially critical for donors who were unaware of the matching gift opportunity during the event or may have forgotten to submit the match request.

What to Do:

  • Send a thank-you email to event attendees, including a reminder to check if their employer offers a matching gift program.

  • Include a direct link to a matching gift search tool and clear instructions on how to apply for the match.

  • Consider offering personalized assistance for donors who might need help submitting their matching gift requests, ensuring that the process is as easy as possible.

Promoting matching gifts to special event attendees may require a bit more effort than for regular donations, but it’s certainly worth the investment. However, raising awareness about matching gifts is essential for maximizing your event’s fundraising potential and ensuring that your donors’ generosity goes even further.

Make matching gifts a natural part of your event experience, and you’ll likely see an increase in both participation and contributions, making your special events even more successful.

Incorporating Corporate Giving Beyond Matching Gifts

While matching gifts are one of the most well-known forms of corporate giving, they’re far from the only option. When it comes to special fundraising events, nonprofits can tap into a wide range of corporate giving opportunities to increase revenue, boost engagement, and build long-term relationships with businesses.

Here’s how to effectively leverage these options for greater success in your event fundraisers:

1. Volunteer Grants for Event Volunteers

Many corporations offer volunteer grant programs, which provide nonprofits with a monetary donation based on the number of volunteer hours contributed by their employees. This is a fantastic way to boost your event’s impact without having to ask for additional direct donations, especially if you have a lot of volunteers getting involved behind the scenes.

Why It Matters:
Corporate volunteers already give their time to your cause, but with volunteer grants, their employer might reward their contributions with a financial match, further amplifying the support you receive. Encouraging event volunteers to use their companies’ volunteer grant programs can turn hours of work into a source of additional funds for your nonprofit.

How to Leverage It:

  • Encourage employee participation: Highlight the availability of volunteer grants in your event invitations, and encourage volunteers to check if their employer offers such programs.

  • Track volunteer hours: Keep accurate records of volunteer participation during events so that employees have the right information to apply for volunteer grants through their employers.

  • Provide clear instructions: Include a step-by-step guide on how employees can submit their volunteer hours for a volunteer grant (including direct links, if available), and follow up with reminders leading up to and after the event.

2. In-Kind Donations for Event Needs

Next, in-kind donations are essentially any non-cash contributions that companies provide, such as goods, services, or expertise. These donations are particularly valuable for fundraising events, where certain supplies, services, or skills are often required to make the experience a successful one.

Why It Matters:
Instead of asking for monetary contributions, in-kind donations help offset the costs associated with hosting an event, thus increasing the net revenue. In-kind donations are often easier for businesses to provide because they don’t require the company to part with cash, yet still demonstrate their commitment to supporting your cause.

How to Leverage It:

  • Identify event needs: Make a list of the items, services, or expertise you need for your event, such as catering, venue space, event photography, printing services, auction items, or event signage.

  • Approach local businesses: Reach out to companies in your area (or those in the industry relevant to your cause) to ask for in-kind donations. For instance, a local restaurant might donate food for your event, or a printing company could offer to produce event materials for free or at a discounted rate.

  • Look for open applications: Many companies offer easy-apply in-kind donation programs, with intuitive application processes available online. Do an online search for participating companies, or use a database like Double the Donation to locate opportunities at scale.

  • Acknowledge in-kind donors: Ensure you publicly recognize these donations during your event, in marketing materials, and in follow-up communications. Giving credit to in-kind donors can strengthen the relationship and encourage future support.

3. Event Sponsorships & Grants

Event sponsorships and corporate grants are two of the most powerful ways for corporations to engage with your nonprofit while providing critical financial support. In return, sponsors receive prominent visibility and branding opportunities at your event.

Why It Matters:
Sponsorships can help cover major event costs, such as the venue, entertainment, or event materials, and help you expand your reach by connecting with the sponsor’s network. Companies are often eager to support events that align with their brand values and mission, as sponsorships can enhance their reputation, increase employee engagement, and provide valuable marketing exposure.

How to Leverage It:

  • Create tailored sponsorship packages: Develop a range of sponsorship opportunities with different levels of commitment. Each level can offer varying degrees of exposure and benefits, such as logo placement, recognition in event programs, or speaking opportunities at the event.

  • Target companies aligned with your cause: Approach companies whose mission aligns with your nonprofit’s values. For example, a nonprofit focused on environmental conservation might approach companies in the sustainable energy or eco-friendly products sector.

  • Highlight the ROI for sponsors: Emphasize the marketing value for sponsors, including visibility on social media, at the event, and in post-event materials. Provide data from past events to demonstrate how your nonprofit’s audience aligns with the sponsor’s target market.

4. Engaging Employee Networks for Event Support

Lastly, don’t overlook the power of a company’s employees in supporting your event. Many businesses encourage their employees to participate in charity events, whether by attending, volunteering, or fundraising. This employee engagement can add a personal touch and amplify the overall success of your event.

Why It Matters:
Engaged employees can act as ambassadors for your cause, helping to increase attendance and raise funds. Additionally, some companies offer employee engagement programs that reward staff for their involvement in charitable events, such as covering event registration fees or contributing additional funds.

How to Leverage It:

  • Promote employee involvement: When securing sponsorships, suggest that the company promote the event to its employees. Offer group tickets or packages, and create incentives for employees to attend or volunteer.

  • Create team-building opportunities: Encourage companies to form teams for fundraising walks, runs, or other charity events. Team challenges can increase employee participation while boosting donations.

  • Provide recognition for employee efforts: Acknowledge participating companies and their employees both at the event and in follow-up communications, showing appreciation for their involvement.

As you can see, corporate giving goes beyond just matching gifts. By tapping into a range of corporate contributions, you can significantly boost your nonprofit’s success in fundraising events. These contributions not only increase your revenue but also strengthen the relationship between your organization and corporate partners, paving the way for ongoing support.

How a Workplace Giving Database Can Help

While matching gift and workplace giving software often play a key role in a nonprofit’s year-round fundraising strategy, they can also be a huge asset during special fundraising events. Leveraging a workplace giving database, like Double the Donation, can help your nonprofit maximize its revenue potential by making it easier for donors to access matching gift opportunities, even in the high-energy, fast-paced atmosphere of your event.

One of the most powerful features of a workplace giving database is its ability to make corporate philanthropy accessible for every donor at your event. Here’s a look at how the tool can seamlessly integrate into your special event fundraising strategy:

  • Embed a matching gift search tool in your event website: Give attendees an easy way to check if their employer participates in matching gift programs, increasing the likelihood that they’ll follow through with the process while the event is still fresh in their minds.
  • Automate matching gift reminders: Ensure donors don’t forget about the opportunity to double or triple their impact. Set up email campaigns to remind attendees about matching gifts after the event, providing clear instructions on how to submit their requests.
  • Identify broader workplace giving programs, including volunteer grants and payroll giving: Workplace giving isn’t just about matching gifts. Double the Donation’s platform helps you identify other corporate giving programs, such as volunteer grants and payroll giving.
  • Source corporate grant and in-kind donation opportunities: By identifying companies with active corporate giving programs, you can secure additional resources like event sponsorships, product donations, or specialized services.
  • Collect employer data for targeted outreach: Easily collect employer information from donors during the event. This allows you to track which companies are providing matching gifts and target them with personalized outreach.
  • Integrate with your other fundraising and event tools: Connect Double the Donation to your donation platforms, event management software, and donor CRM systems. These integrations streamline your process, making it easier to collect information, track donations, and follow up with donors without needing to switch between tools.

All in all, incorporating matching gifts into your special fundraising events doesn’t have to be a complicated or overwhelming process. By using tools like Double the Donation and integrating matching gift promotions into your event planning, you can ensure that your donors take full advantage of matching gift opportunities, resulting in significant additional funding for your cause.

Wrapping Up & Final Thoughts

Corporate philanthropy represents a significant opportunity for nonprofits. By taking the time to incorporate it into your fundraising and outreach strategies, you set your nonprofit up for success. Few nonprofits take the time to do proper research on these programs. Because of that, they overlook major revenue opportunities.

Now that you know special event tickets and donations can be matched by most employers, and what other corporate giving opportunities are out there, it’s time to get started boosting your revenue today!

Bring matching gift success to your own organization with Double the Donation's matching gift practices, tips, and tools.

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15 Member Engagement Strategies for Growing Associations

15 Member Engagement Strategies for Growing Associations

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Picture this: a new member joins your association, signs up for your mailing list, and attends your major annual conference. However, you don’t hear from them again until it’s time for next year’s event. With few activities between events, members eventually drop off, leaving your association inactive and with declining membership.

Avoid this scenario by keeping your members engaged all year round. With the right strategies and software, you can connect with new members and cultivate an active, loyal membership base.

To help your association build and maintain its community, this guide will explore top member engagement strategies. But first, let’s explore exactly what member engagement is.

Keep your members engaged all year long with an online community. Check our top association software for connecting with members online. Discover Tradewing.

What is member engagement?

The trade and association experts at Tradewing define member engagement as: “all the ways members interact with your association. When members attend events, comment on your blog posts, or message one another, they’re engaging with your association.”

Essentially, any activity or content your association provides members is an opportunity for engagement. When members engage with your association, they can expand their professional skills, make connections, and enrich your community.

Why is member engagement important?

Associations with engaged membership bases have dedicated communities they can count on to generate revenue, attend events, and spread positive word-of-mouth marketing. Specifically, by engaging members, your association can improve its:

  • Value offering. Ultimately, your association’s membership benefits are engagement activities and content. Finding new ways to engage your members improves your offerings and increases your membership’s value.
  • Retention. When members enjoy interfacing with your content and participating in activities, they are more likely to continue doing so in the future. Building relationships with your members and providing them with value can boost renewal rates and fight member lapse.
  • Recruitment. An engaged membership base is one of your strongest recruiting tools. Members who are connected to your association are more likely to recommend joining to their friends, family, and colleagues, boosting your member acquisition potential.

When your members are engaged, your association does what it set out to do: provide resources and opportunities to professionals in your field. By expanding your offerings and improving the membership experience, you can build a passionate community of talented individuals ready to help, educate, and uplift one another.

15 Member Engagement Strategies

1. Build and maintain an online community.

Many associations host just a handful of in-person gatherings a year. While these events are valuable, members may feel disengaged in between them.

Keep your community connected to your association and provide valuable benefits year-round by building an active online community. Invest in a community engagement platform where members can message one another and engage with your association online.

Community engagement platforms create social media-like microsites just for your members. Using this tool, you can engage members by:

  • Posting a range of content. Share research reports, opinion pieces, analysis videos, and other interesting content on your community platform. This gives members exclusive access to your high-value content and the opportunity to discuss it with other members.
  • Encouraging conversation. Your online community platform gives members the ability to freely network with one another in a casual, low-stress environment. Encourage members to make these connections by posting conversation starters, like open questions and debate topics. For example, you might ask members what is one thing they wish they knew when first entering your industry or their thoughts on a new trend in your sector.
  • Hosting virtual events. For members who can’t attend in-person events or wish to attend more events, you can meet their needs by hosting virtual gatherings through your engagement platform. These might be lectures or workshops hosted by a guest speaker or casual coffee hours where attendees can set the tone of the conversations.

If you’re looking for a community engagement platform, we recommend Tradewing, our favorite provider for trade and professional associations.

Looking for software that can maximize your member engagement? Discover our favorite online community platform, Tradewing. Explore Tradewing.

2. Promote relevant sponsor content.

Sponsors provide the funding your association needs to host major events, plan innovative activities, and provide a quality membership experience. As such, it’s easy to think of sponsors as merely a funding source rather than a potential value add for members.

Rather than viewing sponsored content as something your members would need to flip past in a brochure or scroll through online, cultivate relationships with sponsors who bring products and services that genuinely benefit your members.

An example of a sponsor post on an association website.

To cultivate mutually beneficial relationships with sponsors that help boost member engagement, be sure to:

  • Consider your value alignment. Don’t simply partner with any organization that offers you money. Instead, consider each sponsor’s values and business goals and if they align with your association’s. For example, an association for high school teachers could benefit members by partnering with sponsors dedicated to education, like a textbook publisher.
  • Provide adequate sponsorship tools. Enable sponsors to get their content in front of members meaningfully without interfering with your other offerings. For instance, you might create a dedicated space in your online community for sponsored content and encourage sponsors to create profiles but disallow them from directly messaging members.
  • Set clear expectations. The key to a successful sponsorship deal is ensuring everyone understands what is expected of them and what they can gain from the partnership. Discuss how sponsors should engage with members to provide useful offerings without pushing their advertisements too heavily.

To brainstorm potential sponsors, survey your members about the types of products and surveys they would be interested in. This exercise can help you identify sponsors your members are interested in engaging with, benefiting both your members and business partners.

3. Keep your content up-to-date.

Members are more likely to engage with content that provides timely insight into relevant happenings in your industry. Ensure your content is valuable and up-to-date with current trends by:

  • Subscribing to industry publications. Peruse news publications, research journals, and other trusted news sources for your field. Read up on what professionals in your field are experiencing in their day-to-day lives, and consider how you can create content that speaks to them. For instance, you might discover that AI implementation is a major concern in your industry and publish a blog post about the ethics of AI and how members can use it to their advantage.
  • Attending conferences. Check in with other association leaders and industry experts by attending major conferences in your field. These are opportunities to promote your offerings and learn insights from others. For example, you might compare your membership sales pitch to a similar association’s or attend a workshop about the future of your sector.
  • Bringing in external experts. Provide members with additional value and expand your offerings by inviting outside experts to speak to your members. You might ask them to write blog content, attend an event as a speaker, or host a Q&A with your members.

When you create new, valuable content, you can use it to not only engage your current member base but also recruit new members. Ensure all content is optimized for search engines so pieces available to the general public can easily discover and engage with it.

4. Implement gamification.

Do you know anyone addicted to daily apps like Duolingo? These platforms keep users engaged by turning their content into a game. For instance, rather than simply taking language lessons, Duolingo users are challenged to earn points, compete against one another, and rank up in exclusive leagues.

This concept is known as gamification, and it can encourage your users to continually check in with your association. Use your association and community management software to gamify your member experience with features like:

  • Leaderboards
  • Point systems
  • Badges
  • Daily challenges

An example of gamification.

For many associations, the only reward for gamification-related activities is personal satisfaction, but some have tangible benefits. For instance, if members earn a certain number of points by participating in your community, you might award them a discount on your merchandise store or a ticket for an upcoming event.

5. Identify at-risk members.

The best way to prevent member lapse and keep engagement high is to spot members at risk of leaving. Follow these steps to pinpoint low-engagement members and bring them back into your community:

  • Identify at-risk markers. Use your community engagement tools to monitor member behavior and spot trends in lapsed members. For instance, you might notice members leave after completing a certain number of education courses or that lapsed members’ posting rate significantly decreases before their departure.
  • Send a re-engagement message. This message should include interesting content, a low-effort ask that encourages engagement, or a sense of urgency. For example, you might send an email with a subject line like, “Our community misses you!” with an attached message sharing highlights from your community and links to popular discussion posts.
  • Monitor engagement. After reaching out to an at-risk member, continue to monitor their engagement. If they respond positively, keep up your efforts until they resume normal engagement. If they do lapse, ask them to complete an exit survey so you can better understand their reasons for leaving.

Be aware that some of your members may be content with attending a handful of in-person events and otherwise not participating in your online community. However, if a previously active member suddenly misses their first membership renewal deadline, that is a strong cause to reach out and begin re-engagement efforts.

6. Launch a mentorship program.

New members may feel overwhelmed when they first join your association. Ensure they feel welcome and give them an opportunity to connect with your community by launching a mentorship program.

In this initiative, established members can volunteer to serve as mentors. They will guide new members assigned to them by reaching out via email or your community platform to share insights on engaging with your community.

Primarily, mentors can help new members start their networking journeys. They might facilitate introductions at events or share tips on navigating your member directory to find individuals with similar interests.

7. Use event engagement tools.

Online events allow your community to come together from the comfort of their own homes. However, it’s easy to become disengaged with webinars and lectures where the audience is expected to sit quietly and observe.

You can make your virtual events more valuable and connect with your members by using your event software’s engagement tools, such as:

A screenshot of an association virtual event.

  • Audience chat. Let members speak to one another during your event through a live text chat. Have active moderators there to answer audience questions, pose discussion topics, and ensure conversations are appropriate.
  • Polls and surveys. Make your audience a part of your events by issuing interactive polls and surveys. For example, a speaker might ask your audience how familiar they are with a specific topic to gauge knowledge levels or prove a point about general awareness.
  • Break-out rooms. Enable attendees to chat with one another by putting them in break-out rooms. This feature is particularly effective for associations hosting courses with live instructors, as it allows learners to work together and share their thoughts with others.

When researching event tools, consider looking for a community engagement platform with event hosting tools. While dedicated event software is likely to be more robust, associations on a budget can save money by buying a bundled platform.

8. Design an onboarding process.

Help new members start their experience with your association off on the right foot with an onboarding process. Onboarding can be as simple as an email cadence that introduces your association, highlights new content, and invites members to check out popular features.

For example, your first introductory email might provide background on your association’s mission and prompt members to join your online community by completing their member profiles. Then, a follow-up email would highlight popular offerings, such as your educational courses, and explain how to get involved. The next message after that might share links to popular new content, and so on.

9. Promote user-generated content.

Your association’s team works hard, but ultimately, between research, writing, and video production, they can only produce so much content. To ensure your members have a continual stream of content to engage with, empower them to create content themselves.

User-generated content is how popular social media sites thrive.  For instance, LinkedIn’s team relies on its user base to create and share content with other users.

Inspire your members to create user-generated content, like:

  • Blog posts
  • Reviews
  • Photographs
  • Videos
  • Discussion questions

You can encourage user-generated content by maintaining an online community inviting members to post their creations, comment positively on original content, and even spotlight high-value content in your newsletter.

10. Practice member appreciation.

Businesses thank customers for purchasing their products and services, and your association should do the same for its members. When members renew their memberships, attend an event, or hit a membership milestone, thank them for participating in your community.

A few ways you can show your appreciation include:

  • Free merchandise. Send members gifts of branded merchandise on special occasions. For instance, you might send gifts as part of new member welcome kits, when members hit membership anniversaries, during holidays, and to promote upcoming major events at your association.
  • Member spotlights. Build social proof and appreciate your members simultaneously with member spotlights. Select highly engaged members and ask them to share a quote or two about their experience with your association. Then, feature their stories and photos in your newsletter, online community, social media, or website to celebrate them publicly.
  • eCards. Make appreciation fast and memorable with eCards. Design custom eCards to show appreciation for big and small events, from buying your merchandise or completing a credential course to being a member for five years straight.

An eCard celebrating a member's anniversary.

By showing appreciation, you communicate to members that you care about their experiences and encourage them to continue engaging with your offerings.

11. Host a range of activities.

Expanding your benefits can engage your current membership base and improve your value offering. The more activities you offer, the more opportunities members will have to engage with your association. Additionally, providing a range of content allows you to appeal to various audiences, growing your membership base.

For instance, you might offer:

  • In-person events
  • Virtual events
  • Educational courses
  • Webinars
  • Lectures
  • Workshops
  • Written content
  • Videos

When it comes to the topics your content covers, stay focused on your association’s main purpose. Avoid stretching yourself too thin or covering topics outside your expertise simply because they’re popular. Sticking to your association’s mission ensures that you will produce varied and valuable content.

12. Personalize the member experience.

Provide members with content they want to engage with by customizing their experiences based on their interests.

Leverage member management tools with algorithms and AI features that can analyze members’ past engagement to recommend content. For instance, after a member finishes an educational course, you might start promoting the next one in the series or suggest they attend an upcoming webinar on the same topic.

You can also personalize the membership experience through your messaging strategy. Segment members based on shared characteristics, such as career levels or professional interests. Then, create unique messaging cadences for each group to ensure they receive content relevant to them.

For example, you might create a member segment of individuals looking to break into your field. For these members, send them updates to your job board, invitations to networking events, and skill training workshops. In contrast, to senior members, you might still promote networking events but also articles about recent developments in your field and calls to join your mentorship program to welcome new members.

13. Offer volunteer opportunities.

Some already engaged members may be interested in getting even more involved with your association. For these motivated members, deepen their engagement by asking them to consider volunteering at your association.

Talk with interested association members to determine how they can best lend their skills. For example, members with strong communication skills might help create marketing materials, while those who speak other languages might be willing to do translation work.

14. Maintain a job board.

Ultimately, individuals join trade and professional associations to advance their career prospects. For many, this involves finding new employment opportunities. Engage these members by providing a curated job board.

While job hosting websites like Indeed and LinkedIn have their uses, they can be difficult to navigate or even host scam opportunities. By maintaining a job board of reliable positions at trusted businesses, you can help your members find secure employment.

Use your engagement platform to host your job board and promote new postings. For example, you might enable members to subscribe to your job board to receive alerts when new opportunities go live.

15. Collect member feedback.

If you’re unsure why members aren’t engaging with your association or what programming they would like to engage with, simply ask them. Send out surveys asking members about their experiences with your association. For example, you might ask:

  • What programs and content have you participated in over the last six months?
  • Were these programs and content easy to engage with? Why or why not?
  • How did you become aware of these programs and content?
  • What type of content would you like to see from our association?
  • What prevents you from accessing your benefits?

The responses can provide insight into your members’ specific interests, goals, and challenges regarding engagement. For instance, you might discover that members simply aren’t aware of new engagement opportunities or that they would prefer activities they can complete in a short time period to accommodate their busy schedules.

Our Favorite Member Engagement Tool: Tradewing

Maintaining an active online community is our top member engagement strategy. To implement this strategy, you’ll need a member engagement and community hosting tool. Our recommended platform for professional and trade associations is Tradewing.

Built for small and growing associations, Tradewing is an out-of-the-box ready online community engagement platform. By investing in Tradewing, your association will have access to a host of community management tools, including:

A screenshot of Tradewing's home page.

  • Online engagement platform. Tradewing provides associations with a social media-like microsite where members can connect. While some small associations may opt to host their communities on social media, Tradewing provides a secure and professional where the focus will be solely on your association.
  • Member analytics. Track how your members are engaging with your association. Dive into individual members’ engagement histories or get overviews of your entire community to identify trends in member behavior.
  • Event hosting. Save money by hosting your events through Tradewing rather than investing in a separate event management tool. Promote and launch virtual events on the same platform to keep members focused and make attending easy.
  • Sponsorship engagement tools. Sponsors are a core part of your association’s community. Provide them with the tools they need to connect with your members, promote their offerings, and have a valuable experience with your association.
  • Association integrations. Tradewing has an association management component. However, thanks to its numerous integrations, organizations solely interested in the online community software aspect can still use Tradewing. Plug Tradewing into your association’s tech stack to get your online community up and running in minutes.

Tradewing is the ideal community engagement platform for associations looking for a fast, user-friendly solution. Avoid the hassle of extensive development and high subscription costs with a platform that fits your association’s needs.

More Member Engagement Resources

By engaging your members, your association can retain them long-term and build a thriving community that attracts more supporters and establishes your organization as an industry leader. To raise your engagement rates, assess your membership base and consider which of our top engagement strategies will likely resonate with your audience.

For more help engaging your members and keeping your association organized, check out these resources:

When it comes to member engagement, Tradewing is the top platform for associations. Discover how Tradewing can help your association build a thriving online community. Demo Tradewing.