This nonprofit marketing covers everything you need to know about promoting your cause.

Nonprofit Marketing: A Complete Guide to Spreading Awareness

Picture this: you’re scrolling through your social media feed. You see a video of your niece taking her first steps, posts about a good friend recovering from a hard-fought battle against cancer, and pictures from a family friend’s wedding. Among those posts, you see a virtual event flyer for a local 5K that’s proceeds will go toward skin cancer research. Especially after seeing posts about your friend’s situation, you’re intrigued, visit the organization’s website to learn more, and ultimately register to attend. That’s the power of effective nonprofit marketing!

A well-thought-out nonprofit marketing plan is a must these days. Between for-profits pushing products and other nonprofits promoting their missions, everyone’s vying for consumers’ attention. You need to put your cause out there by leveraging multiple platforms to push compelling messages to supporters.

If your nonprofit marketing strategy needs a refresh, you’ve come to the right place! This article will give you everything you need to build and maintain an effective plan. We’ll cover all the bases — whether you want to lean into digital marketing or stick to traditional methods. Here’s what we’ll cover:

At Double the Donation, we understand the power of effective promotion. We work with nonprofits every day to boost awareness of corporate matching gifts.

By the end of this article, you’ll have a better understanding of how to develop an effective marketing program for your nonprofit organization. From crafting persuasive messages to monitoring performance analytics, we’re confident you’ll have everything you need to spread awareness for your cause.

Work with our recommended Google Ad Grants agency to enhance your nonprofit marketing.

This section defines nonprofit marketing.

What Is Nonprofit Marketing?

Nonprofit marketing encompasses all activities and strategies designed to raise awareness and generate interest in a nonprofit organization, its mission, and its services. It involves communicating with potential donors, volunteers, and other stakeholders to increase donations, engagement, and participation in the organization.

Nonprofit marketing typically involves a combination of tactics between traditional outreach (e.g., print, radio, and TV) and digital marketing (e.g., email, social media, and online advertising). Many nonprofit organizations also develop branding guidelines, a website, and other assets to craft professional outreach that resonates with supporters.

Successful marketing for nonprofit organizations extends beyond getting your content in front of as many eyes as possible. Rather, it requires you to persuade those who feel connected to your work and inspired to make your mission a reality. Thoughtful marketing techniques will allow you to create meaningful, sustainable relationships with these supporters.

These are the benefits you can expect from an effective nonprofit marketing strategy.

Compared to for-profit marketing, marketing for nonprofit organizations is unique in that you must “sell” your mission to donors, rather than sell a product to buyers. It also has a special emphasis on relationships and storytelling. The goal is to emotionally connect with supporters while also providing information about how they can help the cause.

The channels in this section will help you get the most of marketing for nonprofit organizations.

Types of Marketing for Nonprofit Organizations

New marketing channels emerge almost every day. As a nonprofit marketer, it’s up to you to determine which ones are most effective for your cause. In any case, we recommend using a multichannel technique. Doing so will allow you to reach a wider audience and engage supporters on multiple levels.

For example, you can use social media to reach out to a younger demographic, while using direct mail and email marketing to reach an older audience. Using multiple channels also allows you to track campaigns more effectively, showing you which channels generate the best results. This will help you fine-tune your campaigns for better ROI.

However, marketing research has found that only 30% of marketers are highly confident in their ability to deliver a multichannel strategy. By developing a strong multichannel nonprofit marketing strategy, you’ll already be one giant leap ahead of 70% of marketers!

To get started, let’s dive into 10 of the most popular nonprofit marketing channels.

These are the most common nonprofit marketing channels.

Search Ads

Nonprofits can leverage search advertising to increase their digital presence and attract more donations and volunteers. With this nonprofit marketing strategy, you’ll need to bid on mission-critical keywords (like “donate to end homelessness” or “volunteer at a homeless shelter”) and create ads that target those terms.

This nonprofit marketing example shows how organizations can target mission-critical keywords via Google Ads.

Organizations have a couple of options to tap into paid search advertising and reach prospects, including Google Ads and Bing Ads. Based on its incredible reach, Google is our top recommendation for search ads.

This Google Ad Grant Impact Report explains that Google owns over 92% of the global search engine market. What’s more, Google Ads have an average ROI of $4.78, making it a cost-effective route for tight budgets.

With a thoughtful approach, search advertising can help to increase website traffic, improve your organization’s visibility, and drive donations and volunteer registrations. 

Best of all, you can tap into free search advertising through programs like the Google Ad Grant and Microsoft Social Ads for Impact.

We recommend working with a Google Grants manager to make the most of Google’s program. As our suggested agency, Getting Attention will work with you to understand your nonprofit marketing goals and design ads that champion your cause.

Instead of learning the intricacies of keyword research, you can focus on the areas of nonprofit marketing you’re comfortable with, without overlooking an important part of modern marketing.

Get a free consultation with our recommended Google Ad Grants agency to strengthen your nonprofit marketing strategy.]

Social Media Marketing for Nonprofits

Social media marketing is an effective way to reach your target audience. Nonprofits like yours can use social media to create awareness, build sustainable relationships, and establish a sense of community among supporters.

With the right nonprofit marketing strategies, you can use social media to spread the message about your mission and goals, attract volunteers and donors, and build relationships with supporters. Here are a few ways to make the most of this channel:

  • Gather feedback. Social media can be used to ask questions, prompt conversations, and gather feedback from supporters to help shape your organization’s strategy and plans. MemberClicks’ event feedback survey guide notes that only 38% of people already use social media to collect feedback on their events. However, with convenient features like polls, collecting feedback has never been simpler.
  • Share success stories and updates. Social media is a great channel for demonstrating impact through testimonials and project updates. By sharing stories about helping those in need, nonprofits can increase engagement, build relationships, and inspire others to take action.
  • Interact with supporters. Social media makes two-way communication easier than ever. Respond to comments, shine the spotlight on dedicated followers, and join conversations related to your mission.

Incorporate these nonprofit marketing strategies to get more out of your social media campaigns. Spend time identifying key platforms, understanding each platform’s audience, and creating a content calendar for the best results.

Email Marketing

Email marketing can help increase donations, boost event attendance, and build a larger support base. By sending out regular email newsletters, nonprofits can keep current supporters engaged and informed about important projects and events. Email campaigns can also be used to reach potential donors who may not be aware of the nonprofit’s mission or the causes they support.

To drive greater engagement through this channel, you might:

  • Segment your email list. Create groups for donors, recurring supporters, volunteers, match-eligible donors, corporate sponsors, and so on. That way, you can personalize content and deliver tailored engagement opportunities to each segment.
  • Use creative subject lines that grab attention. Research has shown that creative subject lines are more likely to be opened, so brainstorm interesting and engaging subject lines for each email. Remember to keep your subject lines short, as emails with long subject lines are more likely to be overlooked.

Through email marketing, nonprofits can create compelling content that resonates with their target audiences and encourages them to take action. It just takes some brainstorming on how best to reach your different audiences through this channel. Using these tips will give you a solid foundation to kickstart your nonprofit marketing strategy for email campaigns.

Cause Marketing

Cause marketing is a unique type of marketing for nonprofit organizations that involves collaborating with for-profits. It often refers to social or charitable campaigns created by for-profit brands. As its popularity has grown, companies often use this strategy to show their commitment to social responsibility. The goal is to create awareness around a cause and synthesize a message that resonates with the company or influencer’s target audience.

Take the collaboration between the shoe company TOMS and charity: water for example. Together, they launched a cause marketing campaign in which TOMS released a limited-edition collection of charity: water eyewear to raise money for clean water. For every pair sold, TOMS contributed $10 to help bring water to households in Orissa, India.

In the past, TOMS also created two limited-edition shoes and donated $5 from the sale of each one to charity: water. These cause marketing campaigns successfully raised awareness and funds for both organizations, while also promoting TOMS as a socially-responsible brand. Check out this video about the partnership that charity: water created:

As with any type of corporate partnership, we recommend partnering with people and companies whose values and mission align with your nonprofit. After all, they’ll be associated with your nonprofit and can influence your brand’s image.

Direct Mail Marketing for Nonprofits

Direct mail marketing for nonprofit organizations can help connect with audiences in a more personal way than other channels. You’re able to customize content to specific segments especially those who may not be online or active on social media. While this channel isn’t as popular as it once was, an awful lot of people still prefer the personal touch of physical outreach. 

Printing costs can add up, so consider how this channel plays into your overall nonprofit marketing strategy. For example, you might craft personalized membership renewal letters, postcards with a donation solicitation, brochures about a big capital campaign, or any other materials.

Depending on your exact materials, include some sort of call-to-action, such as your donation page URL, a QR code that leads to an event registration form, a perforated donation slip, or your nonprofit’s contact information. This will go a long way in encouraging future interactions and building relationships.

Do you have poor deliverability rates for your nonprofit’s direct mail marketing? Make sure you have the right addresses on file by conducting an address append!

Radio Advertisements

Radio ads empower nonprofits to reach large audiences in a relatively short amount of time. Ads can be tailored to a specific region or demographic, and with the right messaging, they can be quite powerful in getting your cause’s message out to the public.

Radio ads can help drive donations, event registrations, volunteer sign-ups, and awareness of your nonprofit’s mission. Additionally, radio ads are often cost-effective, making them a great way to reach potential donors, volunteers, and supporters.

Best of all, your organization might qualify for free public service announcements on local radio stations. The Federal Communications Commission requires radio stations to allot a certain amount of radio time to nonprofits. There’s one caveat, though; your messages should be formatted as announcements rather than ads.

Newspaper Marketing for Nonprofit Organizations

Ads and newspaper articles are a great way to connect with local audiences, especially if you have a particularly newsworthy cause. With the ability to include visuals and compelling copy, newspaper ads and news stories can be used to create awareness of a nonprofit.

Maybe you have a specific campaign or upcoming event that your community might be interested in participating in. That’d be a great opportunity to buy ad space or reach out to your local newspaper with a story proposal. It’s also a fantastic place to share your impact on the community. Include a call to action, encouraging readers to get involved and make a difference in their community.

Content Marketing for Nonprofits

Content marketing involves creating and distributing relevant, valuable content to attract, engage, and retain supporters. It’s also a reliable way to establish trust with your audience. Content can come in several forms, such as:

  • Blogging: This nonprofit marketing strategy is great for creating engaging articles about your cause, sharing relevant stories, and providing information about upcoming initiatives.
  • Videos: Visual content like videos can forge an emotional connection with your audience by demonstrating the impact of your cause.
  • Ebooks, webinars, and podcasts: This form of nonprofit marketing provides unique educational content that can help you connect with and grow your audience.
  • Infographics and other interactive content: As a highly shareable form of content marketing for nonprofit organizations, infographics can provide in-depth information about your cause in a visually-engaging way.

Content marketing for nonprofit organizations can position your team as knowledgeable.

This form of nonprofit marketing can help position your nonprofit as a reliable resource for news and information about your cause. Plus, it’s easy to distribute across different channels, including your website, social media, and email.

Word-of-Mouth Marketing

There’s no better way to market your cause than by relying on those who feel passionate about it. Word-of-mouth marketing enables you to leverage the power of social proof.

If you’re new to this concept, social proof is the idea that people conform to the behaviors of others in order to feel accepted. So, when someone speaks positively about your organization, their friends and family are likely to trust their recommendations.

Semrush’s marketing statistics page estimates that 88% of people had the highest level of trust in a brand when a friend or family member recommended it.

Encourage your volunteers to share their experiences, reach out to their loved ones, and post on social media to spread awareness. Some nonprofits even develop referral programs to reward those who spread the word and help attract new supporters. Note that the success of this nonprofit marketing strategy depends on strong relationships with supporters.

Mobile Nonprofit Marketing

Make supporting your nonprofit incredibly convenient by leveraging text outreach. Compared to other forms of marketing for nonprofit organizations, texts have an astoundingly high open rate. Some sources estimate that SMS open rates are as high as 98%.

Text messages are a great way to send out reminders, project updates, and calls to action. You might send out a volunteer registration form or an event registration page. With text-to-give tools, nonprofits can even use SMS text marketing to collect donations.

If you’re not already leveraging this form of nonprofit marketing, consider whether it’s a viable option for engaging your supporters and keeping them updated on your mission and goals. If you’re having trouble contacting supporters, you might want to double-check that you have the right phone numbers on file with a phone number append.

This section walks through the steps for creating a nonprofit marketing plan.

How to Create Your Nonprofit Marketing Plan

As a nonprofit marketer, you already know you’re working with limited resources. That’s why it’s vital to create a nonprofit marketing plan.

A plan will help you leverage existing resources to reach your target audience and maximize impact without overspending. Developing a solid nonprofit marketing plan requires thoughtful planning and research, as well as a thorough understanding of your organization’s objectives.

While each organization’s plan will vary, there are some common steps you can take to create yours.

Follow these steps to create your nonprofit marketing plan.

Conduct a nonprofit marketing audit.

Evaluate your organization’s current marketing strategy and activities to identify areas for improvement. Assessing past performance helps you build off what works and what doesn’t, so you can avoid the same mistakes.

When conducting your nonprofit marketing audit, we recommend analyzing:

  • The platforms you used. Did they help you reach your target audience? Did certain ones yield better results and engagement than others?
  • The progress you made toward goals. Were your goals too ambitious, or did you blow them out of the water?
  • The KPIs you chose. Did they accurately gauge success? If you could go back, which metrics would you monitor instead?

Essentially, you’re determining what worked well and what could be improved for future outreach during this stage.

As a helpful tip, determine if you can reuse any old marketing materials (like photography, written content, or videos) during this step. Even if you can tweak existing collateral, that’ll save your team time that can be spent on other areas of your mission.

Define your nonprofit marketing goals.

Actionable goals will ensure every team member is on the same page when crafting messages. Let’s say your overall objective is to provide free educational resources like peer mentoring to at-risk youth. You might achieve that objective through nonprofit marketing by:

  • Sharing testimonials from program participants and mentors on social media
  • Promoting your services on Google search on maps through the Google for Nonprofits program
  • Asking for volunteers on local radio stations
  • Sending a monthly email newsletter with updates on your peer mentor program

Create goals for each of these channels. For example, you might set a goal to “increase your social media following by 10% and post twice a week to educate your community about the poor state of education by the end of the year.” 

We recommend using the SMART method to ensure your goals are specific, measurable, attainable, relevant, and time-bound. That means you’ll need to create a clear goal, attach metrics, and set a deadline. To ensure it’s within reach, your goal should be incrementally higher than past performance.

Determine your audiences.

Each nonprofit has a variety of audiences. You’ll need to define each group you’re attempting to target, so you can create messages that resonate with each segment. For example, an animal shelter might target animal-loving donors, volunteers, and adopters.

A quick way to organize your audiences is by using your constituent relationship management (CRM) software’s segmentation features. By separating your contacts with tags and lists, you can send the most inspiring outreach to the right groups.

Create a nonprofit brand guide.

Every piece of communication should strengthen brand awareness. The second someone sees outreach from your organization, they should immediately know it’s associated with your cause. Define elements like:

  • Your nonprofit’s voice and personality
  • What makes your nonprofit unique from similar organizations
  • Your official fonts and colors
  • Imagery standards

Knowing how to position your nonprofit makes it easier to create cohesive messages. In turn, your nonprofit will connect with supporters on a deeper level and gain their trust.

For a reliable framework, check out Getting Attention’s nonprofit marketing plan guide. You can explore common methods for reviewing past performance, setting benchmarks, and spreading brand awareness.

The nonprofit marketing strategies in this section will help you connect with more supporters.

Nonprofit Marketing Strategies to Drive Results

Following the steps laid out above, you’ll establish a solid foundation for your outreach. Now, it’s time to tweak your nonprofit marketing plan with strategies that drive meaningful results for your cause.

Promote Matching Gifts.

Corporate giving is one of the most influential fundraising strategies your nonprofit can pursue. However, an awful lot of matching gifts that go unclaimed each year — it adds up to about $4-$7 billion in unclaimed gifts each year. We can attribute that to poor nonprofit marketing strategies.

If you want to boost matching gift awareness, here are a few channels you can use:

  • Your website: Create content on your website about corporate giving. We suggest starting by embedding our employer search tool into your donation page, which inserts corporate giving into the donation process. Then, dive further into it by developing a ‘Ways to Give’ page and a dedicated matching gifts page.
    Create web content about matching gifts to strengthen your fundraising through effective marketing for nonprofit organizations.
  • Search ads: Use Google Ads to promote your website’s corporate giving content. You can target general terms related to supporting your nonprofit, helping to connect with individuals who might not know about matching gifts. Our guide to promoting matching gifts with Google Ads takes a deep dive into this nonprofit marketing strategy.

Using matching gift autosubmission, you can even cut out a few steps in the match request process. Donors can conveniently select that they’d like our tools to check their eligibility and submit a match request to their employer for them. Marketing matching gifts as a convenient way to give will go a long way in pushing your mission forward.

Check out Top Nonprofits’ Matching Gifts Research Report for some examples of how real nonprofits promote matching gifts, like the example above.

Make the Most of Google Ads.

As we explored earlier Google Ads are an incredible way to market your mission. However, their team understands that most nonprofits are limited on resources, which is why they offer free access to the platform to eligible organizations.

By applying for Google Grants, you’ll receive $10,000 to spend on the platform every month. Don’t let this free nonprofit marketing money go to waste, though! Here are a few ways to maximize your success:

  • Carefully research your keywords. You’ll need to choose keywords that will connect you with the right users. Keywords should relate to your mission and services and target a specific user intent, like donating or volunteering.
  • Leverage geotargeting. Search advertising platforms allow you to target specific geographic areas and demographic groups, allowing you to reach the right people with the right message. Use this feature to make the most of your Google Ad Grant.
  • Use strong headlines and effective copy to grab attention. Your ad’s headlines and copy will be displayed on the search results pages for keywords you bid on. Spend time crafting ones that capture people’s attention. To simplify A/B testing, Google offers Responsive Search Ads (RSAs). You’ll enter a variety of headlines and copy. Then, Google will automatically test different combinations to drive better results.

While incredibly beneficial, the Google Ads interface can take some time to master. Keyword research might be challenging if you’re unfamiliar with Google Keyword Planner, and adhering to compliance regulations can be a bit tricky. That’s why we recommend working with the Google Grants experts at Getting Attention. They’ll help you apply for the program, set up your account, and create ads that take your nonprofit marketing to the next level!

Improve your nonprofit marketing strategy by working with our recommended Google Ad Grants agency.

Keep learning about marketing for nonprofit organizations with these resources.

Final Thoughts

Nonprofit marketing is essential for driving donations and growing awareness for your cause. Through targeted outreach, nonprofits like yours can engage potential donors, volunteers, and other supporters to build relationships that will then help to further worthwhile missions.

By practicing effective marketing strategies, you’ll naturally boost visibility for your work and foster a sense of community around your cause, inspiring others to join and participate in your events. As you go, make sure to monitor your results every step of the way, so you can make adjustments and generate greater results for your brand awareness.

The best nonprofit marketers never stop learning! As you start to build out your nonprofit marketing plan, explore these additional resources:

Chat with our recommended Google Ad Grants agency to learn how Google Ads can strengthen your nonprofit marketing.

Top Matching Gift Practices | Actionable Insights & Examples

Top Matching Gift Practices | Actionable Insights & Examples

Nonprofits, schools, and other fundraising groups are always on the lookout for new and improved ways to fund their missions. Corporate matching gifts offer an excellent fundraising lift, but many organizations have an underdeveloped strategy for pursuing this funding source. That’s why we recommend taking a look at matching gift practices from nonprofits that are already seeing high levels of success.

Recent findings have analyzed the highest revenue-generating peer-to-peer-based fundraisers and compiled a number of top strategies followed by each. Based on the report, we’ve created our own list of matching gift best practices that we suggest nonprofits employ:

  1. Understand the importance of matching gifts in overall fundraising.
  2. Establish a plan to drive matching gift participation in fundraising efforts.
  3. Create a detailed and easily accessible matching gift page.
  4. Incorporate matching gifts within the donation form.
  5. Provide company-specific program details on the confirmation screen.
  6. Send personalized matching gift emails post-transaction.
  7. Leverage innovative matching gift software.

Over the course of this guide, we’ll provide actionable insights and real-world examples of fundraisers having successfully implemented these practices. In the end, we hope that these exemplary organizations and practices will inspire you to take your matching gift program to the next level.

1. Understand the importance of matching gifts in overall fundraising.

The first step in optimizing your matching gift fundraising plan has to do with understanding its value. After all, when you (and your team) know why you’re doing what you’re doing to pursue matching gift opportunities, you’ll tend to be more motivated to see results.

So here’s why. The benefits of matching gifts for nonprofits are generally threefold ⁠—

  • Increased corporate philanthropy funding. One of the most apparent advantages of matching gift programs is the corporate match donations that an organization receives. Think of it like the “free” part of a “buy one, get one free” promotion. When donors participate, they funnel additional corporate revenue from their employing companies to your organization. And doing so produces substantial results!
  • Increased individual giving revenue. Not only do matching gift programs increase nonprofit fundraising by making more corporate funds available, but they also elevate individual giving in a few key ways. In fact, Double the Donation research reports that over 84% of survey participants are more likely to donate, and 1 in 3 donors would contribute a larger amount if matching is applied to their donation.
  • Increased donor engagement. Nonprofits that employed strategic matching gift follow-ups saw up to 6x more post-donation engagement opportunities. Each outreach message is another chance to keep your cause at the top of donors’ minds for longer. This encourages supporters to get further involved with (and make a larger impact on) your organization without reaching back into their own wallets.

All in all, fundraising research demonstrates a positive correlation between matching gift practices and overall fundraising success.

Check out this graph from the Top Nonprofits report that illustrates the finding, with each point representing a top P2P event according to its total revenue and matching gift score:

Chart detailing the correlation between matching gift practices and overall fundraising revenue

This shows us that the more developed an organization’s matching strategy, the higher fundraising revenue they can expect. And at the same time, the higher the fundraising revenue an organization sees, the more developed its matching gift strategy likely is.

In other words, exploring matching gift practices like the ones outlined below typically produces multi-faceted fundraising success.

2. Establish a plan to drive matching gift participation in fundraising efforts.

Once you understand the value of matching gifts⁠, it’s time to begin developing (and/or finetuning) your plan to maximize the funding source. Why?

Another key finding from the Top Nonprofits report saw that 100% of the P2P Top 30 fundraisers have some sort of dedicated matching gift strategy in place. While the extent of their efforts varies from one organization or event to the next, the fact that every nonprofit that made the list incorporated matching gifts in their fundraising plan in one way or another remains significant.

Follow these leading organizations’ examples and be sure that your team takes the time and effort to establish a well-thought-out plan regarding corporate matching. For the best results, we recommend incorporating the rest of these impactful matching gift practices pursued by the top fundraising organizations in your overall strategy.

3. Create a detailed and easily accessible matching gift page.

As a nonprofit fundraiser, you likely understand that your organization’s website is one of your most valuable assets for marketing, donor engagement, and more. It makes sense that you’d want to use that resource to promote matching gifts to your audience⁠.

Hosting a dedicated matching gift web page is one of the best ways to do so⁠—and 93.3% of the P2P Top 30 agree!

Let’s take a look at an inspirational example from one of the Top 30 fundraisers included in the study⁠.

Example matching gift page from Covenant House

Here’s what this organization did well in its matching gift web page:

  • Shared a brief explanation of matching gift programs and their value for donors and nonprofits;
  • Embedded an auto-completing matching gift database search tool, providing access to tens of thousands of companies’ matching gift program guidelines with a few clicks;
  • Overviewed the process involved for donors to get their gifts matched on behalf of the organization;
  • Provided contact information often required in donors’ submission forms, ensuring everything they need is all in one, readily available hub;
  • Ensured the page was easily accessible from the website’s main “Get Involved” tab.

The organization even provided an additional tab on its workplace giving page that targets potential corporate sponsors, highlighting details such as the number of companies involved, matching donations made, and total revenue raised through such programs.

4. Incorporate matching gifts within the donation form.

We’ve long stated that including matching gifts directly within the donation experience itself is one of the best ways to get the ball rolling for donors. And if the fundraisers whose practices were analyzed during the research report are any indication, many top nonprofits agree.

For one, a donation page provides an excellent opportunity to collect much-needed employment information from donors. Once you have this data, your team can then trigger targeted communications to drive more matches to completion.

Plus, simply mentioning matching gift opportunities within your online form allows your donors to begin familiarizing themselves with the idea of the programs as early as possible.

Here’s one organization that made the most of its online giving page to promote matching gifts.

Example matching gift donation page from the Walk to End Alzheimer's

Here’s what this organization did well on its donation page, specifically in regard to matching gifts:

  • Established a dedicated section within the form, clearly labeled “Matching Gifts,” to grab supporters’ attention as they give;
  • Provided a brief overview of matching gift programs and how to use the embedded search tool to locate company information;
  • Shared next steps in the matching gift process, ensuring donors can expect additional information pertaining to their gifts and matches on the confirmation page.

By implementing these matching gift practices and more, the nonprofit was able to see standout match success through key peer-to-peer programs and additional fundraising efforts. Not to mention similar donation form tactics were also employed by many other high-ranking organizations included in the matching gift report.

5. Provide company-specific program details on the confirmation screen.

The next recommended practice has to do with the step directly after an individual completes an online donation form. In nearly all cases, the user then automatically reroutes to a gift confirmation screen. This page acknowledges that the donation was submitted, thanks the supporter for their contribution, and provides additional opportunities for involvement.

And throughout the matching gift research report, we saw that the vast majority of top nonprofits (~83.3%) also use this valuable piece of real estate to further promote matching gift participation.

Let’s take a look at one example of this practice.

Example matching gift confirmation page from the Pan Mass Challenge

Here’s what this organization did well on its confirmation page, specifically regarding matching gifts:

  • Provided detailed information about an individual’s contribution, enabling them to easily compare against their company’s established matching gift eligibility criteria;
  • Embedded an auto-populating matching gift widget, complete with specific program information for the company they selected on the previous page;
  • Inspired immediate action with links straight to company guidelines and online submission forms.

Offering a simpler matching gift experience following an initial donation increases the likelihood of donor participation. That said, fundraisers like this team aim to streamline the process while making the most of still-high levels of supporter engagement. And when done so effectively, many donors choose to initiate their matches right from the confirmation screen.

6. Send personalized matching gift emails post-transaction.

For donors who ultimately don’t choose to get their gifts matched directly from the confirmation screen, we know that sending follow-up emails can be the next best step. That’s why 86.6% of the P2P Top 30 are pursuing matching gift opportunities with post-transaction messaging.

Let’s take a look at one leading organization’s post-donation communications⁠—and how they highlight matching gifts.

First, here’s the donation receipt an individual receives in the minutes after submitting their gift:

Example matching gift follow-up email from LLS

And this is what the follow-up matching gift email looks like:

Example matching gift follow-up email from LLS

Here’s what this organization did well in its post-donation matching gift communications:

  • Thanked donors for their initial support, acknowledging their gift impact and the opportunity for amplified results from corporate matching;
  • Leveraged customizable messaging, using the nonprofit’s own consistent branding (fonts, images, colors) and email domain;
  • Included matching gift information in both the gift confirmation email/donation receipt;
  • Sent messages in a timely manner, with the donation receipt and initial matching email coming in within the first hour after the gift being made;
  • Let donors know within the gift receipt that they will receive additional email correspondence with next steps for matching gifts;
  • Referenced personalized details, such as the donor’s name, acknowledgment of a recent gift, and the company they work for;
  • Shared company-specific matching gift eligibility criteria, including minimum and maximum donation amounts, match ratios, request deadlines, and more;
  • Provided direct links to the online submission portal for the donor’s employer, empowering them to initiate a match with ease.

The matching gift email also encourages supporters to follow up with the organization for a quick matching gift status update after submitting their request. This enables the nonprofit’s development team to better track and forecast incoming match revenue.

7. Leverage innovative matching gift software.

While it’s technically possible to develop a matching gift strategy without the aid of dedicated technology to power your efforts, doing so is likely to require substantial investments of time, effort, and resources. On the other hand, matching gift software can go a long way toward streamlining and automating the process.

As you consider the possibilities, it’s worth noting that, of the organizations’ practices analyzed in the Top Nonprofits report, those that use matching gift software saw average matching gift scores more than twice as high as those that did not appear to use matching gift software.

Still, choosing the right software provider is essential, as well. The study reports that 73.3% of the P2P Top 30 fundraisers⁠—and ⁠90% of the 10 highest-earning events—leveraged Double the Donation’s match software.

Pie chart examining matching gift software providers used by the P2P Top 30

Not to mention, employing a best-in-class technology solution like Double the Donation can also help your team incorporate the above best practices into your matching gift strategy⁠—from hosting a dedicated matching gift page (complete with an embedded company search tool) to highlighting matching gifts throughout the giving experience and beyond.

If you’re interested in exploring Double the Donation’s automation platform, 360MatchPro, you can request a demo here to get started.

Plus, keep in mind that your more general fundraising technology can play a significant role here, as well. For example, Top Nonprofits indicates that organizations using tools without sufficient matching gift integration and customization options saw significantly lower matching gift scores overall⁠⁠—compared to fundraisers whose giving tools integrated seamlessly with a matching gift solution.

That said, we recommend taking a look at Double the Donation’s wide array of technology partners if you’re in the market for a new fundraising platform that will work well with an elevated matching gift strategy.

Wrapping Up

Whether your team is just getting started with matching gifts or you’re looking to optimize an existing strategy, taking a look at tips and tricks followed by organizations with impactful matching gift efforts can go a long way.

Integrating the above matching gift practices in your nonprofit’s fundraising has the potential to bring your overall giving to previously unimaginable heights. And now’s the best time to get started!

Keep up the learning—explore additional resources from Double the Donation and other matching gift industry experts below:

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

This complete guide covers everything you need to know about digital marketing for nonprofits.

Digital Marketing for Nonprofits: The Ultimate Guide

As a nonprofit marketer, brand awareness is at the top of your priority list. You’re challenged to grow your prospect list with limited funding. Luckily, digital marketing for nonprofits has changed the name of the game.

There’s no better way to get more bang for your buck than by establishing an online presence. Nonprofit digital marketing has opened up a world of opportunities for causes trying to get the most out of their budgets. Organizations like yours can cut down substantially on overhead costs by eliminating costly print collateral. Plus, your potential reach has never been so large! You can reach supporters across the globe in a matter of mere seconds, whether you’re promoting matching gifts or sharing volunteering opportunities.

From social media to email marketing, you have so many incredible, low-cost options to make your cause known. If you really want to stand out online, you’ve come to the right place! We’re here to help you harness the power of digital marketing for nonprofits by covering these key topics:

Here at Double the Donation, we work with nonprofits to raise more money through matching gifts. A big part of that involves nonprofits proactively marketing corporate giving opportunities to supporters. From marketing matching gifts to generally raising awareness for worthwhile causes, we’ve seen the power the online space holds. We’re hoping to share some of what we’ve learned, so you can expand your reach.

With a little research, you’ll be a nonprofit digital marketing whiz in no time! However, if you need a bit of guidance for your nonprofit’s digital marketing strategy, we recommend turning to the experts at Getting Attention. They specialize in Google Ad Grant management, helping all sorts of organizations grow their potential with PPC advertising.

Work with our recommended Google Grants agency to level up your nonprofit digital marketing strategy.

This section defines digital marketing for nonprofits.

What Is Digital Marketing for Nonprofits?

Digital marketing for nonprofits is a specific subset of marketing for organizations that relies on the internet and online-dependent technologies, such as desktop computers and mobile devices. Nonprofits use digital outlets to spread mission awareness, solicit donations, increase volunteer numbers, promote events, and publicize their services.

Common outreach strategies include social media, texting, search advertising, or any other internet-based approach at an organization’s disposal.

This section explains the benefits of digital marketing for nonprofits.

Why Is Digital Marketing for Nonprofits Important?

A strong digital presence is a must for any organization that wants to thrive in the modern age. You might be wondering, “What exactly will establishing a digital presence do for my cause?” Great question!

Here’s a breakdown of some of the best parts of effective online marketing for nonprofit organizations like yours:

  • Eliminate geographical barriers. Supporters are more accessible than ever. By sending an email, publishing on social media, or sending a mass text, you can connect with people within seconds.
  • Make supporting your nonprofit convenient. Your supporters are already online. They’re scrolling through social media, shopping, and Googling stuff they care about. Going digital allows you to make learning about and donating to your cause easy.
  • Open up two-way communication. Just like going digital makes your supporters more accessible, it does the same for your marketing team! Instead of talking at your supporters, you can engage in meaningful conversations when they comment on your social media posts or email you.
  • Raise more. By engaging in storytelling tactics and leveraging online fundraising tools, you can inspire people to donate to your cause. You can also promote engaging fundraising opportunities, like corporate giving!
  • Reduce marketing costs. We already touched on this, but digital marketing for nonprofits has minimal upfront costs, making it a cost-effective option.

Digital marketing for nonprofits offers these benefits.

The list of pros goes on and on! The examples above only scratch the surface. To experience any benefits, you’ll need a strong nonprofit digital marketing strategy to serve as the foundation of your outreach.

This section walks through how to create a nonprofit digital marketing strategy.

Creating Your Nonprofit Digital Marketing Strategy

It’s no secret that digital marketing for nonprofits is insanely powerful. However, it’s not enough to post on social media sporadically or send generic emails to constituents. The online space is competitive, so you need a holistic strategy that defines your objectives and how you’ll reach them. Otherwise, your efforts might be disjointed and not contribute much to strengthening your digital presence.

While each nonprofit’s marketing strategy will vary, there are some common steps to craft a plan that works for your cause. Let’s walk through those now!

Online marketing for nonprofits requires a few steps.

1. Define your nonprofit’s digital marketing goals.

Laying out clear goals will help you craft the right messages to the right audiences who will get you there. Every digital communication you send will get you one step closer to reaching whatever goals you set, so spend plenty of time hashing your objectives out with your marketing team.

Generally speaking, you might want to boost awareness for corporate giving, increase membership renewals, or spread awareness for your nonprofit’s services. Think through how these goals correlate with your overall mission and how your digital marketing efforts can support that. Let’s take a look at a specific example of a bad goal vs. a SMART goal:

Goal 1) Grow our email subscriber list and use that channel to raise more through matching gifts.

Goal 2) Add 1,000 more subscribers to our email list and use that channel to raise an additional $5,000 in matching gift revenue by the end of the year.

Notice how the second goal is much clearer, defines how your nonprofit’s digital marketing can support your mission, and gives you solid metrics to work toward. That’s because it’s what we call a SMART goal.

The SMART Goal Framework

As a marketer, you might already be aware of this approach. The SMART goal framework allows you to set clear goals that anyone on your team can understand. The acronym stands for:

  • Specific: Be as clear as possible when setting nonprofit digital marketing goals. That way, everyone will know what you’re attempting to achieve! Returning to our example above, we’re clearly aiming to raise more money specifically through matching gifts by leveraging email rather than all channels.
  • Measurable: Your goal should have clear metrics attached to measure performance. In our example, the key performance indicators are 1,000 more subscribers and $5,000 in matching gift revenue sourced from that channel.
  • Attainable: Your goal should be reasonable yet still aspirational. You want to challenge your team without deterring them. For example, let’s say that you grew your email list by 800 subscribers and sourced $4,250 in matching gifts through that channel last year. That makes your new goal attainable yet aspirational!
  • Relevant: Your nonprofit’s digital marketing goal should play into your overall mission. In the example above, it’s clear that growing email subscriptions will provide valuable fundraising dollars.
  • Time-Based: Your goal needs a clear deadline to establish a sense of urgency! In the example above, we made the goal time-based by setting the end of the year as the deadline.

By following this framework, you can set objectives that make sense for your organization, make the most of digital outlets, and push your mission forward in meaningful ways.

2. Choose the right nonprofit digital marketing platforms.

There’s no shortage of nonprofit digital marketing platforms that you can leverage. Whether you’re trying to reach tech-savvy teens or email-reliant boomers, there’s a platform for reaching every segment of your audience.

Let’s walk through some of the most common ones:

  • Search ads. Paid advertising is a fantastic way to promote your cause. Plus, many paid digital marketing platforms offer free or discounted rates for nonprofits. For example, the Google Ad Grants program offers $10,000 in free monthly funding to any eligible organization that applies. Then, organizations can spend that funding to create ads that promote their website’s content at the top of Google search results pages for mission-specific keywords. Using search ads like Google Ads, you can promote anything from donation forms to educational content, bringing more visibility to your cause on search engines.
  • Social media. Instagram, Facebook, Twitter, and TikTok are all great organic channels you can use to drive more results through effective online marketing for nonprofits. Regularly post updates, engage in visual storytelling, and expand your audience by encouraging social sharing. Platforms like Facebook and Twitter offer unique fundraising features you can use to drive donations. You can even use each platform’s paid features to amplify your content further!
  • Email. As our nonprofit fundraising statistics page explains, email-based marketing and promotional campaigns generate around 28% of all online nonprofit revenue. That makes email an essential channel for your nonprofit’s digital marketing strategy! Create eye-catching subject lines, send a regular newsletter, and promote relevant opportunities to each supporter group using your email marketing platform’s segmentation tools.
  • Texting. SMS marketing has an incredible open rate of over 98%, compared to just 20% for emails. By leveraging texting in your online outreach, you can send succinct updates directly to supporters’ phones and tap into fundraising tools like text-to-give. While a great way to connect with supporters, this nonprofit digital marketing channel isn’t for every organization! Organizations that find this strategy most useful are those with younger audiences.

When using digital marketing for nonprofits, focus on these main channels.

These platforms will serve as the foundation of your organization’s outreach. When getting started, think through your audience for each platform carefully. Then, craft messages that support your objectives and play to each channel’s strengths.

For example, if you’re aiming to boost awareness for your animal shelter’s adoption services, you might use search ads to amplify your adoption page, social media to share a testimonial video about an animal that found its forever home, email to promote an upcoming adoption event, and text to share a quick announcement and a link to your adoption page.

Pro tip: Use a mixture of platforms to connect with supporters. Multichannel marketing allows you to expand the number of people you’re able to reach, bringing more exposure to your cause online.

3. Push your digital marketing campaign live.

At this point, you’ll need to write your digital marketing messages and publish them on relevant platforms.

There’s a lot of competition online, so your team needs to do everything it can to stand out online. Get creative in how you present your messages. Lean into storytelling tactics, use visual techniques like video and images, and offer different engagement opportunities to garner as much attention as possible.

Remember, digital marketing for nonprofits offers two-way communication opportunities, so pay attention to people’s interactions with your posts and messages. You might like their comments, respond to their emails, or show them you appreciate their interactions with your team in some other way.

Finally, you’ll want to create a schedule for each platform, so your team creates a pattern of consistency. That way, supporters will regularly see your nonprofit’s updates in their inboxes and newsfeeds, keeping your cause top of mind.

Need campaign ideas to drive greater results through online marketing for nonprofits? Check out these creative marketing ideas from Getting Attention!

4. Monitor your nonprofit’s digital marketing performance.

Even once you send your outreach, the work’s not quite over yet! One of the best parts of going digital is that you can gather insightful metrics. Data-driven digital marketing for nonprofits is a must if you want to be proactive about growing your digital presence actively and providing value to your supporters.

During and after your campaigns, evaluate how successful your nonprofit digital marketing efforts are. Modern platforms make it easy to pull performance metrics and create reports to see how your efforts measure up against your goals.

Let’s break down the most common key performance indicators (KPIs) you can measure on each platform:

  • Email: Open rates, click-through rate (CTR), and unsubscribe rates are a few engagement metrics that your team should pay attention to.
  • Search ads: Your CTR and conversions (e.g., donations, event registrations, etc.) are the best metrics for determining the effectiveness of your search ads.
  • Social media: Likes, shares, comments, and impressions can help you estimate your reach and engagement.
  • Text: Delivery rate, opt-out rate, and conversions can let you know if your text outreach is performing as expected.

If your outreach is underperforming, make adjustments as you go. Do you have low email open rates? Experiment with your subject lines to capture more attention. Do you have exceptionally high social media impressions but minimal shares, likes, and comments? Your content might be reaching plenty of people, but it’s not quite doing the trick and inspiring them.

Do you have low delivery rates for texts? That may mean your supporters have changed their phone numbers. Don’t worry; this happens! Use a phone number append to make sure you have accurate phone numbers for supporters if your delivery rate is alarmingly low.

No matter what metrics you monitor, you need to pay attention to your performance. Successful digital marketing for nonprofits rides on these numbers!

Follow these tips to get more out of online marketing for nonprofits.

Tips To Take Online Marketing for Nonprofits Up a Notch

There’s no one-size-fits-all approach to digital marketing for nonprofits. As you get into the swing of things, test out some different strategies to find out what works for your organization!

Let’s explore several best practices you can use to tailor your plan and maximize your marketing ROI.

Promote Your Website with Google Ads.

We touched on Google Ads earlier, but there’s so much more to it than what we’ve covered! Search ads are one of the most effective digital marketing outlets for nonprofits.

In fact, Getting Attention’s Google Ad Grant Impact Report explains that search ads have the highest ROI of any nonprofit paid advertising channel, returning an incredible $4.78 for every dollar spent.

As we touched on, you’ll need to apply for the program and meet the eligibility requirements to receive the $10,000 in ad credits. From here, you can create ads that promote your website’s content and use your free funding to bid on relevant keywords.

You can promote pretty much any valuable content, whether you want to bring attention to your donation form, services, volunteer opportunities, events, or something else. You can even use Google Ads to promote matching gifts! Here’s a quick example of how The Nature Conservancy, Rainforest Trust, and Greenpeace USA all targeted donors using Google Ads:

Here's an example of how organizations can use Google Ads to strengthen digital marketing for nonprofits.

With a thoughtful bidding strategy, you can bring more visibility to your cause than ever before. Plus, the grant will automatically renew every month, so you’ll have a reliable source of funding as long as you comply with the compliance requirements.

It’ll take some time to learn the intricacies of the program, which is why we recommend working with a Google Grants manager. Our preferred agency is Getting Attention! They work with you to craft your nonprofit’s digital marketing strategy for Google Ads. They’ll help you apply for the program, create your ads, and monitor metrics to make sure you’re driving meaningful results.

Work with our recommended Google Grants manager to maximize digital marketing for nonprofits.

Automate your nonprofit’s digital marketing when possible.

Marketing automation allows you to automate monotonous marketing work. Your marketing team can automate routine tasks such as email marketing, social media posting, and ad campaigns. Not only will this boost efficiency, but it’ll help you provide a personalized experience for your supporters.

While automation certainly doesn’t replace manual outreach, the two can be used in conjunction to provide a timely, valuable experience to your supporters. This can lay the ground for healthy, long-term relationships.

Let’s take a look at a few areas where you can leverage automation:

  • Email streams. Let’s say you set up an email stream for a volunteer opportunity. The second someone registers to volunteer, your software might trigger a confirmation email. Then, you might have a reminder email within this stream to follow up a few days before the actual volunteer event. After the opportunity, you can automatically follow up with a well-written volunteer thank-you letter that’s customized with their volunteer details.
  • Google Ads. Google Ad Grants can be confusing, which is why Google’s advertising platform allows you to leverage search ad automation tools. Using features like responsive search ads (RSAs), your ads will adapt to show relevant messages to users. You’ll submit a variety of headlines and descriptions. Then, Google will swap them out to find the best fit for users and improve your results.
  • Matching gifts. Through the use of our matching gift tools, you can drive more corporate giving revenue through automation. You can set up email streams that follow up with match-eligible donors, encouraging them to submit their employer requests. We also launched an autosubmission function, which allows donors to skip steps in the employer request submission process. By selecting a box on your donation confirmation page, they can opt-in to have our tools automatically check their eligibility and submit their requests to their employers on their behalf. No need for your team to step in when you have automation handling the hard work for you!

Use autosubmission to automate your nonprofit digital marketing for matching gifts.

No matter how you leverage it, automation can be a powerful strategy when it comes to digital marketing for nonprofits. Think carefully about how it can play into your plans without risking the personalized touch of manual outreach.

Tailor your outreach with segmentation.

Generic outreach won’t get you very far. Instead, personalize your outreach. This conveys that you care about your supporters, helping to capture their attention and build a stronger connection with each message you send.

Put yourself in a donor’s shoes. You receive an email that starts with “Dear generous donor.” Chances are, you won’t read the whole email. At the most, you might skim it. Your nonprofit’s online marketing tools should make it easy to customize your emails with recipients’ names.

Personalization should go further than adding their name to an email, though. That’s where segmentation comes into play!

You’ll want to create meaningful supporter segments, so you can send relevant appeals to those who are most likely to engage. To get started, you might create segments based on:

  • Past engagement history. Try creating groups based on past engagement with your organization—whether they’ve donated, attended events, volunteered, or engaged in other ways. That way, you can send volunteer opportunities primarily to volunteers, fundraising campaign details to committed donors, and so on. Common segments include first-time donors, recurring donors, match-eligible donors, volunteers, advocates, and peer-to-peer fundraisers.
  • Contact method. As you can tell by how many digital marketing outlets there are, there are countless ways to contact supporters. Consider noting their preferred communication methods in your CRM. That way, you can be sure to contact them using the channels to which they’re most responsive.
  • Age. Categorizing supporters by age allows you to determine the types of messages and platforms your supporters will be most receptive to. Even if they haven’t indicated their communication preferences, you can predict the best channels to use for each supporter. For instance, those under 25 might be more active on social media or be likely to interact with text messages, while supporters over 45 might prefer email.

Thoughtful segmentation can go a long way toward improving your nonprofit’s digital marketing. While primarily used in email marketing for nonprofits, it’s also a great strategy for any other channel!

Optimize your nonprofit’s website.

Your website is the hub of all your nonprofit’s digital marketing efforts. It’s where first-time supporters will go to learn more about your cause and long-term supporters will go to find new engagement opportunities. It also enables you to raise online donations.

With all that rides on your website, you’ll need to put some thought behind your site’s design and create a valuable experience for each visitor. As a starting point, follow these best practices:

  • Use a mobile-responsive design. Fundraising research states that half of all nonprofit web traffic comes from mobile users. By optimizing your site for mobile users, you’ll make it easy for all supporters to learn about your cause, no matter what device they’re using! Start by using a mobile-responsive CMS to resize your web content to fit any device automatically. From here, compress your images, minimize the number of pop-ups you include, and reduce the number of fields you include on any form.
  • Reduce load time. The longer it takes your website to load, the more likely people are to leave. In fact, research from Google estimates that the probability of bounce increases by 32% as page load time goes from 1 to 3 seconds. Page speed also plays a pivotal role in your SEO performance since Google uses it as one of its ranking factors. To reduce your site’s load time, compress images, reduce redirects, enable browser caching, and minify any unnecessary coding.
  • Feature corporate giving. Your website is the perfect place to increase awareness for corporate giving! Include our employer search tool on your donation form to encourage more users to research their eligibility for their employers’ programs. Then, get crafty by developing a dedicated matching gifts page that defines what they are, covers common guidelines, and walks through the process. If you already have a Ways to Give page, you can include information about matching gifts, volunteer grants, and other corporate giving opportunities there, too!

There’s plenty you can do to make your website as valuable as possible for your nonprofit marketing strategy. For other recommendations, we recommend checking out the site requirements for Google Ad Grants. While specific to the program, these rules provide guidance tailored to nonprofits, helping them create valuable web content that speaks to their mission and inspires supporters to get involved.

Continue learning about digital marketing for nonprofits with these resources.

Wrapping Up

Digital marketing for nonprofits is an incredible opportunity to spread more awareness for your mission than ever before. From promoting corporate giving to increasing event attendance, there’s no limit to what you can accomplish for your mission.

Remember to spend time crafting a thoughtful nonprofit digital marketing strategy that plays to your organization’s strengths and connects you with your unique audience. Leverage all sorts of channels like social media, Google search ads, and email to make a lasting impression on supporters. In no time, you’ll strengthen your digital presence and drive greater outcomes for your work.

To continue enhancing your nonprofit’s outreach, explore these resources:

Work with Getting Attention to strengthen your nonprofit digital marketing strategy with the Google Ad Grant.

This guide explores how to promote matching gifts with the Google Ad Grant.

How to Promote Matching Gifts with the Google Ad Grant

If your nonprofit is serious about driving more matching gift revenue, it’s time to step up and get creative with your outreach. As one of the most innovative outreach channels, Google Ads might just be the missing piece to your matching gift marketing strategy.

For those who are paid marketing rookies, Google Ads is an online advertising platform where advertisers can display short ads that promote their web content to users on Google Search. Nonprofits that use the platform typically promote content related to fundraising, volunteering, and services.

Pay-per-click marketing can add up, though. Luckily, Google realizes this! That’s why they offer eligible nonprofits free access to Google Ads, making it the perfect opportunity to strengthen your organization’s digital presence. Crafting a high-performing ad campaign for matching gifts takes a bit more than writing a few sentences, directing people to your website, and calling it a day, though.

To help supercharge your marketing, we’ll share everything we know about promoting matching gifts with Google Ads. Here’s what we’ll cover:

A lot of work goes into managing a Google Ad Grants account and creating winning ads for your fundraising initiatives. That’s why we recommend working with a professional Google Grants manager! From pinpointing the right keywords to creating inspiring ads for matching gifts, our friends at Getting Attention know what it takes to stand out using Google Ads.

While waiting to discuss your Google Ad needs with their team, explore our suggestions below. That way, you can come prepared with some ideas for your Google Ad Grants marketing strategy!

Get help from our recommended agency to promote matching gifts with Google Ads.
Let's review the basics of using Google Ad Grants and spreading matching gift awareness.

An Overview of Promoting Matching Gifts with Google Ads

Before diving headfirst into specific marketing strategies, take some time to learn the basics of the Google Ad Grant program. You’ll find that a carefully-crafted Ad Grants strategy can amplify several parts of your mission, including everything from corporate giving to volunteer registrations.

What Are Google Ad Grants?

Created in 2003, Google Ad Grants has transformed into a popular corporate giving program that provides eligible nonprofits with $10,000 in free advertising credits every month. Organizations can spend these credits to bid on different mission-related keywords and promote their web content.

Nonprofits most often promote donation pages, service pages, and educational content, depending on the keywords they’re bidding on. Then, ads are placed strategically on the search engine results pages for those keywords, such as at the very top above the organic results.

Getting Attention’s Google Ad Grants guide explains that you should “think of it as your secret weapon for spreading awareness for your cause, expanding your donor and volunteer network, sharing essential updates with your supporters, and ranking higher on Google.”

The bottom line: The Ad Grants program makes it easy to fold Google Ads into your matching gift marketing strategy without blowing your marketing budget.

Not sure if you’re eligible for the Google Ad Grants program? Before applying, check out our guide to determining your Google Grants eligibility.

The Importance of Marketing Matching Gifts

Corporate giving makes up a sizeable portion of any nonprofit’s revenue. In fact, fundraising research estimates that corporations donate roughly $3 billion through matching gifts alone each year. Even with these incredible contributions, around 78% of match-eligible donors are unaware that their companies offer matching gift programs. That’s why effective marketing is vital!

If your donors aren’t aware of their match eligibility, they won’t follow through with submitting their requests. While matching gift automation will deliver automated email reminders to donors, using other avenues to promote matching gifts will help you reach prospects who haven’t donated yet.

From emails to Google Ads, there’s a lot you can do to spread awareness to donors and prospects who need an extra push to donate.

Why Nonprofits Promote Matching Gifts With Google Ad Grants

One of the reasons that the Google Ad Grant is a game-changer is that you can create highly-customized ads that showcase your cause.

Using a feature called sitelink extensions, you can build out your ads with additional landing pages, providing users with a variety of ways to engage with your cause. In other words, you can share several touchpoints all within the same ad.

Not to mention, you have complete control over the keywords you target. That means you can make sure you’re only targeting search queries that connect you with qualified leads. Plus, you can use Responsive Search Ads (RSAs) to test out different versions of your ads to drive more clicks.

Above all, Google Search empowers you to connect with donors from all over the world. Available to organizations in 51 countries, the Google Ad Grant breaks down geographical barriers, so you can connect with motivated supporters wherever they are.

Nonprofits Source’s online giving research provides a few convincing statistics that speak to the power of Google Ads:

These impressive statistics show the power of Google Ads.

  • Google processes about 3.7 billion search queries every day and owns over 84% of the desktop search engine market.
  • With an average ROI of $4.78, search ads have the highest ROI for nonprofits using paid advertising.
  • View-through revenue (revenue from donors who saw but didn’t click on an ad) accounts for 35% of all giving sourced from digital ads.

In other words, the Google Ad Grants program gives you the power to supercharge your digital marketing and increase matching gift awareness more than ever before. By carefully selecting keywords and creating persuasive ads, you can connect with donors who are ready to donate and submit their matching gift requests to employers.

Promoting matching gifts with Google Ads is just one piece of the marketing puzzle. Explore other creative ways to market matching gifts.

Develop the right website content to promote matching gifts via Google Ads.

Types of Matching Gift Website Content to Promote with Google Ads

So you’re convinced that Google Ads is a viable way to grow matching gift awareness. Great! We wholeheartedly agree. Now, it’s time to take the next step: determining what content to promote with Google Ads. Or, if you haven’t already done so, you’ll need to create matching gift content on your website to attach to your ads.

One of the rules of the Google Ad Grant program is that your nonprofit must have high-quality website content. After all, that content is what you’ll be promoting with your ads. Let’s explore a few pages related to matching gifts you’ll want to create on your site.

Your Donation Form

A donation form is one of the most popular pages that nonprofits promote using the Google Ad Grant. Luckily, the donation process is the perfect time to encourage users to check their matching gift eligibility! Anyone visiting this page is clearly already thinking about donating, and they might even increase their donation if they know their employer will match it.

Using one of 360MatchPro’s donation form integrations, simply embed your employer search tool into this page. This will empower donors to take action immediately after clicking one of your Google Ads.

Your donation form is the perfect place to drive traffic via Google Ads and promote matching gifts.

While creating brand-new matching gift content takes some time, updating your existing donation page with an employer search tool is a quick way to incorporate Google Ads into your matching gift promotion.

A Matching Gifts Page

While the concept of matching gifts is simple, companies’ programs can be tricky to navigate. They each have their own requirements and processes donors must follow to qualify. That’s why you’ll want to create a landing page that guides users through the process and allows them to determine their eligibility.

Your page should feature:

  • Basic information regarding what matching gift programs are
  • How the process of requesting a matching gift works
  • Corporate giving statistics that convey the impact of matching gifts
  • Your employer search tool so that users can research their companies’ programs

A dedicated matching gifts page will play a vital role in your Google Ads strategy. Your goal with this page should be to teach donors about matching gifts and spur them into action to submit the necessary forms. Then, when they click through to your site from your ad, they’ll know exactly what next step to take.

A Ways to Give Page

A Ways to Give page covers every way a prospect can support your work, from monthly giving to volunteering to matching gifts. Best of all, you probably already have this type of page published on your site.

Use Google Ads to drive donors to your Ways to Give page, where you can promote matching gifts.

Easily update your Ways to Give page with matching gift content. At a minimum, we recommend that you:

As an added bonus, this page is great to include in other ads! You can expand your other ad campaigns using the sitelink extension feature. Then, link to your Ways to Give page, directing all types of prospects to it to learn more about supporting your work.

Blog Articles

Occasionally, you’ll encounter donors who are confused about matching gifts, the process, and how to determine their eligibility. Clear up any confusion by publishing blog articles about matching gifts. This is also a great opportunity to share stories about how corporate giving has impacted your cause.

As you brainstorm your approach, here are a few other ways to create motivational blog articles about matching gifts:

  • Post insightful stories about matching gifts and the effects these programs can have on your organization’s mission.
  • Incorporate a graphic that advertises matching gifts on the side of all blog posts to help increase awareness.
  • Review the basics of matching gifts and give donors clear steps for checking their eligibility and submitting requests to their employers.

Like we mentioned, you can promote all sorts of content with the Google Ad Grant, including educational content about matching gifts! Dedicate some of your marketing team’s time to creating these articles. Then, when you create a particularly captivating article, you can promote it using Google Ads.

Dive into other common ways to market matching gifts to your donors across your website.

When marketing matching gifts on Google, make sure to choose the right keywords.

Choosing Keywords for Your Matching Gift Google Ads

One of the main components of your Google Ads is your keywords. Your keywords can make or break your Google Ads. Picking the right search terms will help you connect with motivated prospects who are likely to donate and submit matching gift requests to their employers.

Through Google for Nonprofits, you’ll gain access to helpful keyword research tools like Google Keyword Planner. Use these tools to pinpoint the terms your donors are searching on Google. Or, if you’re feeling wary about picking your keywords, a Google Grants manager can step in to do the research for you.

To build effective keyword lists and optimize your Google Ad Grant account, follow these quick tips:

  1. Think like your donors. Ask, “What would a donor search to find out more about supporting our organization?” Then, think about how to promote matching gifts through those terms.
  2. Select general keywords to expand your reach. As we mentioned, a lot of donors don’t know about matching gifts. To reach a large audience, target generic keywords that relate to supporting your cause. Then, you can direct users to specific pages that promote matching gifts.
  3. Narrow your audience with specific keywords. To reach donors who already know about matching gifts, you might bid on more specific terms. Know that specific keywords tend to be less competitive, meaning your ads are more likely to be shown to users. However, keep in mind that keywords that are too specific will limit who you’re able to reach with your Google Ads since not many people will search these terms.
  4. Know that you don’t have to add every variant of every keyword. Your keywords can capture traffic from closely related variations of whichever ones you choose. In other words, you don’t need to add every search query you come up with.

Let’s give a quick example so that you can see how this might look in practice. Let’s say you work for a heart disease prevention organization. Your donors might be looking to learn more about supporting heart disease research.

In this case, you might target search queries like “ways to give to heart disease research” and “donate to fight heart disease.” Then, you can direct traffic to your donation form and expand your ad with additional links to your Ways to Give page and dedicated matching gift page.

More specific matching gift keywords, like “matching donations to heart disease research” won’t receive much traffic. Targeting terms like this means you’ll severely limit your audience and likely won’t increase matching gift awareness very much.

So considering that your goal is to promote matching gifts with the Google Ad Grant, we suggest leaning into the first strategy of choosing more generic keywords. Then, you can use more specific keywords to spread awareness among knowledgeable donors.

Learn how to promote matching gifts with the Google Ad Grant by looking at examples.

Examples Showing How to Promote Matching Gifts with Google Ads

You can read all day about how to promote matching gifts with the Google Ad Grant. However, it’s much more useful to see some examples from real organizations! Here are a few of the ways we’ve seen nonprofits increase matching gift awareness through well-written Google Ads.


This example image shows how ASPCA uses Google Ads to promote matching gifts.

For this Google Ad, ASPCA targets focused keywords like “matching gifts for ASPCA.” The intent for this keyword shows that the user is knowledgeable about matching gifts and is likely wondering if they can have their donation to the organization matched.

That’s why the Google Ad directs the user to their dedicated matching gifts page. Then, it showcases the nonprofit’s Ways to Give page by using a sitelink extension, giving the user an additional way to engage with the organization.

Muslim American Society

To learn how to promote matching gifts with Google Ads, take a look at this example from the Muslim American Society.

In this Google Ad example, the Muslim American Society promotes matching gifts to users who are ready to donate. Someone who searches “give to Muslim American Society” is clearly on the verge of donating, making it the perfect time to promote matching gifts!

The landing page for this Google Ad is the organization’s donation form which prominently features matching gifts. There’s information about common guidelines and the process for submitting a match request alongside the form. Then, donors can research their eligibility using an embedded employer search tool.

Work with a Google Ad Grant agency to start promoting matching gifts on Google.

Getting Started Promoting Matching Gifts with Google Ads

Now that you know the basics of promoting matching gifts with Google Ads, it’s time to dive in and create your campaigns!

If you need some additional help, you don’t have to go into it alone! We suggest turning to the Google Grant managers at Getting Attention. These experts know everything there is to know about the Google Ad Grant. They devote their time to learning the intricacies of the program, empowering their nonprofit partners to connect with new prospects on Google Search.

Whether you want to promote matching gifts with Google Ads or drive awareness in other areas, they know what it takes to stand out. They provide services for every aspect of Google Ad Grant management, including:

  • Google Ad Grant eligibility check and application
  • Ad creation (including keyword research)
  • Ongoing account management to comply with Google’s rules
  • Landing page relaunch (including design work)
  • Account reactivation for lapsed or deactivated accounts

So, if promoting matching gifts with Google Ads sounds out of your wheelhouse, trust these experts to handle it for you! They’ll help you create compelling ads that drive real results for your cause. Plus, you can chat with their team about how the Google Ad Grant falls into your marketing strategy as a whole.

Check out these additional resource to learn how to promote matching gifts and leverage Google Ad Grants.

Final Thoughts

When you get creative, the Google Ad Grant can transform your digital marketing and increase visibility for corporate giving opportunities. Whether you’re advertising your donation form or a dedicated matching gifts page, there’s a lot you can do to make donors aware of their matching gift potential through the program.

For the quickest results, we highly recommend working with a Google Grants manager. These experts know the ins and outs of the program, so you can focus on other aspects of your mission while they design compelling ads.

As you get up and running, check out these resources to learn more about Google Ad Grants and how to promote matching gifts:

Work with our recommended Google Ad Grants agency to promote matching gifts to prospects.

The Complete Guide to Celebrating Matching Gift Month

The Complete Guide to Celebrating Matching Gift Month This February

February is a time to celebrate love and happiness⁠—and matching gifts. That’s why it’s been dubbed the official Matching Gift Month. This year, we recommend taking the opportunity to scale up your matching gift promotional efforts accordingly.

We’ll cover everything you need to know to celebrate corporate giving and drive action (and matches) this February.

What is Matching Gift Month?

Matching Gift Month is an annual celebration of corporate donation-matching, often used to increase awareness and usage of match programs. Held in February each year, Matching Gift, or Match Month, is an opportunity to recognize the impact that corporate philanthropy offerings like matching gifts and more can have on nonprofit fundraising groups.

Many mission-focused organizations and schools take time to elevate their matching gift fundraising and really push the initiatives forward. If you’re looking for new and exciting ways to amplify your mission’s efforts, you’ve come to the right place.

Research indicates that an estimated $7 billion in matching gift revenue goes unclaimed by qualifying nonprofits and their donors each year. That’s funding that should be going to organizations like yours to aid in better pursuing your cause. And it’s why we’re sharing seven standout ideas for celebrating Matching Gift Month this year to help close the gap.

These include:

  1. Giving your internal team a refresher course
  2. Sharing on social media
  3. Encouraging non-eligible donors to advocate for new programs
  4. Pursuing one-off matching gift program opportunities
  5. Following up on previously made donations
  6. Including matching gifts in staff email signatures
  7. Making matching easy

Ready to bring your matching gift fundraising to the next level this month? Let’s jump in with our top recommendations.

7 Powerful Ways to Celebrate Matching Gift Month This Year

These smart marketing and engagement ideas inhabit a fun sense of novelty this month. But they’re also impactful for long-term engagement in your organization’s overall strategy.

For the best results, we suggest integrating multiple of the following actions⁠—both this month and beyond.

1. Give your internal team a refresher course.

Before ramping up your organization’s matching gift efforts for Match Month, it’s a good idea to take a look inward. Hopefully, your internal fundraising team should be well-versed in matching gift information. But perhaps you’ve had a few new team members join since your last group training, or maybe your staff (and volunteers!) could just use a refresher.

The solution? Start off Matching Gift Month right with your own team. Take the opportunity to reiterate the importance of corporate matching gift programs. Provide access to educational resources (tip: we have some fantastic free eBooks, blog posts, and webinars at Double the Donation). Practice asking common matching gift questions, ensuring that all individuals have the knowledge and assets to answer them.

Celebrating matching gift month with internal refresher courses

When it comes to driving matching gift revenue, your internal team encompasses your greatest assets. Make sure they’re ready to advocate for the opportunities as best they can!

2. Share on social media.

Your organization likely has at least one, but likely a number of profiles on popular social media sites. Whether it’s a Facebook page, an Instagram profile, or even a TikTok account, your strategic web presence can go a long way toward marketing matching gifts online. And what better time is there to get started (or elevate your strategy) than during Matching Gift Month?

Sample Matching Gift Month marketing by the Rashi School

Consider sharing the following types of content on your nonprofit’s social profiles:

Images and videos

Social media platforms are becoming increasingly visual-focused. If you want to grab⁠—and maintain⁠—your audience’s attention as they scroll through their feeds, research indicates that incorporating eye-catching images and videos is the way to go. In fact, studies show that image-based social posts receive 2.3 times more engagement than those without, and posts with video content can see up to 10 times higher engagement levels.

That said, Matching Gift Month is an optimal time to produce and share matching gift marketing videos and imagery. Or get started with our pre-made social media graphics here:

Matching gift month sample graphic

Matching gift month sample graphic

Matching gift month sample graphic

Industry research

Highlight key statistics that effectively demonstrate the potential that corporate matching brings. Double the Donation has compiled some of our favorite figures here, including an overview of unclaimed funding and a wide range of participating companies.

Success stories

Use social proof to drive success on social media by sharing stories of previous matching gift successes. This might mean highlighting a total sum of matching gift revenue (e.g., our organization collected more than $50,000 in matching gift funds from donors like you) or including specific examples of prior match donors (Sarah from Home Depot secured a corporate match on our behalf equaling $5,000, bringing her total contribution value to more than $10,000).

When your followers see the influence that other matching gifts have had, they’ll be more likely to take steps to do so themselves.


Your supporters care about the impact your organization (and, by extension, their donations) brings. Reiterate that donation-matching programs enable donors to double their impact without reaching back into their own wallets. If you can put it in terms of tangible impact (e.g., feed two shelter cats for the cost of one), even better!

Keep in mind that you’ll want to link back to additional resources from all of your social media posts. If you already have a built-out matching gift web page (which you should), consider driving traffic to the page for supporters to learn more about the opportunity.

You can even add a little blurb about Matching Gift Month to your web page, as Case Western Reserve University has here:

Sample Matching Gift Month marketing by CWRU

3. Encourage non-eligible donors to advocate for new programs.

Unfortunately, not all companies match employee donations (though new programs are added every day). And some employers are likely interested in getting started⁠—they might just need a little push to do so.

Luckily, your existing (non-match-eligible) donors can be some of your best champions for inspiring new matching programs. Sometimes all it takes is an email from a philanthropic employee to get the ball rolling for a new corporate program. And Matching Gift Month can be the perfect time to begin laying a foundation.

Consider sharing a template like this to provide a baseline for supporters considering advocating on your behalf this month:

Matching gift advocacy template

Subject line: Request for a corporate matching gift program

Hi [manager or HR representative name],

I am writing to request the addition of a corporate matching gift program at [company name].

Thousands of companies across the globe have established employee matching gift programs, agreeing to match gifts made by their employees to qualifying nonprofit causes with their own corporate donations.

This is an extremely beneficial program to host for every party involved⁠—including the company, its employees, and the nonprofits they support. If you’d like to take steps to establish a matching gift program for the company, Double the Donation has provided a number of detailed guides that walk corporate leaders through the process.

Thank you for your consideration!

P.S. ⁠— February is National Matching Gift Month, so it’s a great time to get started!

We’ve even written a dedicated blog post on the topic. Feel free to send this article⁠—How to Advocate for a Matching Gift Program to Your Employer⁠—to your donors to guide them through the process of proposing programs for their companies.

4. Pursue one-off matching gift program opportunities.

Most companies that match employee donations agree to do so to most nonprofit causes. However, if an organization has an existing partnership with a corporation, they may seek a one-off (or unique) matching gift program that is exclusive to the cause.

In some cases, this type of offering can be an ongoing sponsorship opportunity. But it also may be limited to a particular period of time⁠—such as Matching Gift Month! Thus, February (and/or the weeks leading up to February) can be a great chance to begin pursuing such a relationship.

One-off matching gift program for Match Month

Keep in mind that a one-off match initiative may be formed with a company that does not yet offer a complete matching program. (For example, Carl’s Computer Company does not have an established matching gift program but agrees to match donations solely made to Atlanta University.)

However, another option is partnering with a company that does offer a traditional matching gift program⁠—but wants to match donations to your organization at a higher rate. (Carl’s Computer Company matches employee donations to all 501(c)(3) nonprofits at a dollar-for-dollar rate and matches gifts made to Atlanta University at a 2:1 ratio.)

Either type of program can be beneficial to your cause, your donors, and your corporate partners.

5. Follow up on previously made donations.

Your organization’s work promoting Matching Gift Month might very well drive a number of new donations⁠—and matches⁠—to your cause. But another strategy you can employ involves following up on previously made gifts and encouraging still-eligible donors to submit their requests retroactively.

Matching gift follow-up sample

For example, Match Month falls just a few weeks after the year-end giving season, when most organizations see elevated giving. Many of those donations may still qualify for corporate matching, even into the first few months of the new year. In fact, tons of companies set generous matching gift request deadlines⁠—often allowing up to a year after the initial donation is made.

Take the opportunity to remind eligible donors about their employers’ matching gift programs and how they can get involved.

6. Include matching gifts in staff email signatures.

This is perhaps our simplest suggestion for celebrating Match Month, but it can be particularly effective when paired with some of our other top ideas. We recommend adding a quick line mentioning matching gift opportunities to all of your team members’ email signatures.

Matching gift month email signature sample

More than likely, your organization sends a ton of emails⁠—from donation appeals to thank-you messages and even nonprofit programming outreach. By incorporating matching gifts in automatic signatures, you can use every piece of communication with your cause as a way to promote donation-matching.

While you could add a simple blurb beneath an individual’s name and contact information, making it stand out can produce great results. For that reason, consider getting a graphic made and added to each person’s signature.

You can even use the space to link to additional resources where recipients can learn more.

7. Make matching easy.

Our final idea for celebrating Matching Gift Month is one that will benefit your organization well beyond the 28 (or 29) days of February. A lot of our previous recommendations involve raising awareness of program opportunities in the first place. Now, we suggest going a few steps further and driving matches by simplifying the processes involved.

After all, donors love matching gifts. They love getting the opportunity to multiply their contribution impact. But even your most dedicated supporters risk not following through when the process required to do so is too complicated or time-consuming.

That’s why we recommend fundraising organizations employ matching gift software to streamline and simplify the process. For example, 360MatchPro by Double the Donation empowers nonprofits to:

  • Identify eligibility with the industry’s most comprehensive database of matching gift company information and corresponding search tool;
  • Provide employer-specific matching gift program guidelines (minimum and maximum donation amounts, qualifying employees and nonprofit causes, match ratios, and more) and direct links to online submission forms;
  • Enable innovative auto-submission capabilities for select donors, allowing them to complete the match request process directly from the organization’s giving page;
  • Trigger automated and personalized matching gift follow-up messaging to remind donors about matching gift availability and next steps.

Celebrating matching gift month with matching gift software

Not only does this benefit your donors by making matching programs more accessible, but it also ensures more back-end efficiency for your internal team and results in matching gift revenue growth of more than 61%.

Wrapping Up

Matching gifts have the potential to elevate your organization’s fundraising, bringing your overall community impact to new heights. This Matching Gift Month celebration can be a fantastic opportunity to jumpstart or scale up your efforts⁠. But it’s certainly not the only time to pursue this funding source.

As you aim to drive awareness of—and participation in⁠—the programs this February, remember that the value of a long-term matching gift strategy can boost your fundraising for the months and years to come. And the tips and practices outlined above can help!

Looking for more helpful matching gift resources? Check out our other recommended blog posts to continue learning:

Get started with Double the Donation this month

8 Ways to Encourage Donors to Submit Matching Gift Requests

8 Ways to Encourage Donors to Submit Employee Matching Gift Requests

As a fundraising leader, you may have put a lot of thought into how to market matching gifts before and during the donation process. That’s great—doing so lays a solid foundation and begins increasing awareness about the opportunity. Not to mention, it allows your team to collect much-needed data points regarding your donors’ employing companies.

But for the donor, clicking submit or mailing a check often feels like the final step. And for this reason alone, many eligible matches go unclaimed⁠—thus, resulting in available funds being left on the table.

The solution? Strategic follow-ups post-donation.

Getting in touch with donors after they complete their gifts allows you to remind individuals of matching gift programs at hand and encourage them to take the next steps to submit their matching donation requests. Plus, it provides a unique opportunity to retain your organization and its purpose at the forefront of supporters’ minds, reiterate your mission and vision and highlight key opportunities for furthering engagement.

And in this guide, we’ll share eight of the best ways to do so. These include the following:

  1. Educate your staff.
  2. Share guidelines on the confirmation page.
  3. Link to request forms and next steps.
  4. Enable auto-submission functionality.
  5. Send a follow-up email.
  6. Pick up the phone.
  7. Utilize snail mail.
  8. Incorporate SMS outreach.

Don’t let your organization’s matching gift opportunities fall through the cracks! Incorporating these follow-up methods enables your team to drive more corporate matches to completion, ultimately ensuring you get the biggest bang for your fundraising buck.

1. Educate your staff.

One of the first things you can do to easily raise your match submission rates among donors involves looking inward. In other words, make sure that, when it comes to matching gifts, your organization is cultivating a knowledgeable staff.

At the very least, every employee should understand:

When your team is equipped with a solid foundation of matching gift information and feels confident explaining the process, benefits, and more, you can work together to create an outreach strategy that is specific to your donor base. And don’t forget about volunteers, either!

We recommend hosting dedicated internal training sessions to cover all of the above information, providing in-depth resources for learning more, and incorporating matching gift information in team-wide onboarding going forward.

2. Share guidelines on the confirmation page.

Immediately following the donation process, many donors’ engagement levels remain high. That said, a nonprofit’s confirmation page or thank-you screen can be a valuable resource for promoting actionable next steps. In this case, it’s one of the best opportunities to begin actively encouraging individuals to submit their matching gifts.

When communicated effectively, match information on the confirmation screen can be positioned as a logical extension of the giving experience. And when you’ve collected employment information within the donation form, you can use the opportunity to provide company-specific eligibility criteria.

When available, this should include minimum and maximum match thresholds, corporate donation ratios, qualifying employees and nonprofits, submission deadlines, and more.

When available, this should include:

  • Minimum and maximum match thresholds (on average, between $34 and $3,728);
  • Corporate donation ratios (most typically 1:1, though some companies go lower, such as .5:1, or higher, such as 2, 3, or even 4:1);
  • Qualifying employees (full-time, part-time, retired, spouses);
  • Qualifying nonprofit mission types (education, community service, religious, etc.);
  • Submission deadlines (# of months post-donation, end of the calendar year, end of calendar year plus a grace period);
  • And more.

Encouraging donors to submit matching gift requests on the confirmation page

3. Link to request forms and next steps.

Each company that offers a matching gift program is able to establish its own submission process. These typically range from paper forms to online request portals. However, not all employers take a proactive approach to communicating the process to their employees. And many donors can be overwhelmed by a lack of direction⁠—even if the experience itself is quick and easy.

Thus, you don’t want your donors to have to do a ton of research on their own to determine how to submit their matching gift. If that’s the case, they’re significantly more likely to abandon their potential match altogether.

In order to streamline the experience for your donors, providing direct links to the forms they need can go a long way. And if that information is unavailable, sharing contact information for a person or team at the company to reach out to can be helpful as well.

Encouraging donors to submit matching gift requests with links to request forms

4. Enable auto-submission functionality.

It makes sense that the easier it is for a donor to take the steps required to submit a match request, the more likely they are to follow through. That’s why Double the Donation has worked to streamline and guide donors through the process for years.

Now, the company has developed an even simpler way for nonprofit donors to submit match requests: matching gift auto-submission.

For companies that offer this functionality, employees can request their matches directly from the confirmation screens of their favorite nonprofits. All they usually have to do is enter their corporate email address (or another piece of identifying information). From there, they simply click to authorize Double the Donation to submit a match automatically on their behalf.

Encouraging donors to submit matching gift requests with auto-submission

Auto-submission requires no redirects, and there’s no need to provide repetitive nonprofit and donation details within a separate portal. In the end, it works to remove roadblocks and drive more matches to completion.

Even better? Nonprofits looking to leverage this breakthrough offering can do so with ease⁠—it comes automatically with a 360MatchPro subscription!

5. Send a follow-up email.

Looking to re-engage your donors after they leave your donation page? Send a quick email that specifically asks them to follow up and submit their matching gift requests.

Encouraging donors to submit matching gift requests with email follow-ups

Make sure to incorporate an explanation of matching gifts and the benefits they can bring to your organization. Plus, demonstrate the simplicity with which a donor can complete their request by walking them through the process.

Top tip ⁠— Send your follow-up email within 24 hours of receiving an individual donation in order to retain giving momentum. Matching gift emails sent within this time frame see a 53% open rate, which is more than 2-3 times higher than the average nonprofit open rate!

Here’s a sample:

“Dear Jody, thank you for your generous donation to the Cat Rescue Club. Did you know that your employer, Home Depot, will match your gift of $100 to our organization?

Matching gifts enable us to support twice as many furry friends. And it’s quick and easy for you to complete your match. Click here to log into your company’s matching gift request portal and submit your request.”

Even better, use Double the Donation’s 360MatchPro platform to trigger personalized outreach to donors. When individuals contribute to your cause, they are automatically triaged by match eligibility. Thus, they’re sent a targeted email that incorporates employer-specific program information. This typically includes the company’s minimum and maximum donation amounts, match ratios, and direct links to online forms.

Not to mention, emails can be sent from your organization’s domain and branded to match your colors, fonts, and overall styles. And when you leverage automation, you can ensure each donor receives timely and actionable follow-ups. No more worries about prospective matches slipping through the cracks, and it’s less legwork for your team to handle!

6. Pick up the phone.

To make your efforts really stand out, consider sorting through recent donations and identifying your top contributors. Then, call these donors to thank them for their gifts and encourage them to submit their matching gift requests.

Many donors would be happy to support your organization in this way, and taking the time to make a phone call demonstrates the importance of donation matches to your team.

Lack of donor awareness is one of the biggest hurdles to increasing matching gift revenue. If you’re able to briefly walk a donor through the process and provide them with the information they need, they’ll be more likely to complete their end of the matching gift request.

Feel free to use this sample phone script as a jumping-off point for your efforts: “Hi Jeff! It’s Anita from the Cat Rescue Club. We just wanted to call and let you know that we are so appreciative of your generous support for our mission. Because of you, we’re able to feed and care for more than 100 furry friends while they wait for their forever homes.

Did you know that tens of thousands of companies offer corporate matching gift programs where they agree to match employee donations to their favorite charitable causes? Our records indicate that your recent donation of $1,000 is likely eligible for a match from your employer, Apple! All it takes is to fill out a brief online form, which we can send directly to your email address on file for easy access.

Would you be willing to double your impact on our cause by submitting a matching donation request to your employer? Thanks again!”

7. Utilize snail mail.

Good old-fashioned postage is still a great way to touch base with your donors! Physical mailers can work as impactful calls to action that encourage donors to submit their matching gift requests.

This might include:

  • Letters (handwritten or printed)
  • Postcards
  • Direct mail inserts
  • Thank-you notes
  • Return envelopes

Many companies have very generous matching gift request submission deadlines. In fact, this window is often open between three months and over a year. This gives donors plenty of time to get their donations doubled—even when leveraging so-called snail mail to promote the opportunity.

And by sending tangible follow-ups to your supporters’ mailboxes (likely in tangent with alternative outreach as well), it can help your team break through the ever-increasing digital clutter. In order to keep your costs down, consider reserving direct mail marketing for your highest-value matching gift opportunities.

Encouraging donors to submit matching gift requests with direct mail

8. Incorporate SMS outreach.

Mobile outreach is becoming an increasingly popular method of communication for nonprofit fundraising. Consider incorporating this channel into your organization’s strategy as well. It’s a great way to reach your donors exactly where they are⁠—wherever they are⁠.

In fact, recent studies indicate that text message marketing boasts open rates of up to 98%, compared to only 20% open rates for emails. People tend to always have their cell phones on them⁠, making SMS an effective outreach method, particularly for the on-the-go donor.

For the best results, matching gift text messaging should be short, sweet, and to the point⁠—as compared to a follow-up email that may incorporate longer blocks of text. Inform or remind donors about matching gift opportunities and provide direct links to additional resources and next steps.

Encouraging donors to submit matching gift requests with SMS outreach

Interested in streamlining and elevating your text messaging efforts? Currently, automated matching gift text streams are available for 360MatchPro Enterprise clients to make use of!

Next Steps

The most effective way to encourage donors to submit their matching gift requests is to mention matching gifts as often as possible. Include corporate matching information in your acknowledgment letters, emails, text messages, and more. You can even integrate a more generalized approach by leveraging your website, social media posts, and regular newsletters, too.

The bottom line is that the more your donors hear about matching gift opportunities (and the widespread benefits that are involved), the more likely they are to take part when the time comes. And the more personalized your outreach, the better!

Ready to learn more? Dive into our other educational resources on matching gift tips and best practices:

Encourage donors to submit employee matching gift requests with Double the Donation

Learn everything you need to know about Microsoft Ad Grants with this guide.

Microsoft Ad Grants: A Q&A Guide for Nonprofit Marketers

The Microsoft Ad Grant is a program that’s quickly emerging as a powerful way to amplify charitable causes. With a monthly allocation of $3,000, participating nonprofits can create well-written ads and bid on keywords that will connect them with new supporters.

Similar to the Google Ad Grant in many ways, this program enables nonprofits to strengthen their digital presence and drive greater results for their work. The grant amount may be smaller than Google’s sizeable $10,000 monthly grant, but Microsoft’s search engines provide access to new audiences with less competition for bottom-of-the-sales-funnel keywords, making it just as valuable.

This program is fairly new, meaning there are still a lot of questions surrounding how to leverage its features to maximize ad performance. Microsoft has paused on accepting new applications, but it’s still worthwhile to be prepared as soon as it’s up and running again.

Based on what’s already been released about the program and what we know about the Google Ad Grant, we’re here to help you perfect your Microsoft Ad Grant management strategies! In this guide, we’ll answer the following questions:

At Double the Donation, we help nonprofits amplify their funding through matching gifts. We’ve seen the tremendous impact that corporate giving programs have on nonprofits, which is why we’re excited to teach you about Microsoft’s latest charitable initiative.

While incredibly valuable, getting started with the Ads for Social Impact program and managing your campaigns takes quite a bit of work. We recommend learning all you can about the program, but we also suggest working with a dedicated professional to handle your account maintenance for you. As our recommended Microsoft Grant management agency, Getting Attention can take the guesswork out of managing your campaigns, so you can focus more on your mission.

Get started with Getting Attention, our recommended Microsoft Ad Grants agency.

Let's walk through the basics of Microsoft Ad Grants.

What Is the Microsoft Ad Grant?

Microsoft Advertising offers approved nonprofits a $3,000 monthly grant that can be used to promote their web content across its digital search network. Ads are displayed across Microsoft’s search engines, including Bing, Yahoo, AOL,, MSN, and Microsoft Edge.

Nonprofits can use this funding to bid on keywords that their prospects are searching online. They’ll pick a landing page that matches the searcher’s intent for the selected keywords, such as a donation page or matching gifts page. Then, they’ll write ad copy that encourages users to click the linked page and get involved.

Here’s an example of the World Wildlife Fund promoting its content through the Microsoft Advertising platform:

Here's an example of an ad that you can create using the Microsoft Ad Grant funding.

Advertisers can also build out your ads with additional features, such as ad extensions that link to additional pages. Note that the grant will only apply if your account is in Expert Mode. For now, the program is also currently only available to nonprofits located in the United States. Microsoft has also stopped accepting applications as the work on improving the program and platform to support onboarding more nonprofits.

Microsoft Ad Grants and Google Ad Grants differ in several ways.

What’s the Difference Between Microsoft Grants and Google Grants?

If your nonprofit already participates in the Google Ad Grants program, many aspects of the Microsoft Ad Grant probably sound familiar to you. However, there are some key differences that advertisers have already noticed.

Let’s walk through a few of these dissimilarities, so you can determine how your Microsoft Grant management strategy will differ from Google Grants.

Difference #1) How Ads Are Displayed

Both platforms display ads at the top of the search results for specific terms. However, the designs of the ads vary slightly.

Google displays ads prominently by featuring ‘Ad’ in bold text at the top of the listing. Microsoft makes it less apparent that particular results are ads.

While it looks slightly different across Microsoft’s search engines, they primarily include it in standard, non-bold text within the meta description. Marketers speculate that this results in a better user experience, considering that it looks more like organic results.

Ads look different based on whether you're using Google Grants or Microsoft Grants.

Difference #2) Reach

Google is marked as the world’s most popular search engine, accounting for 61.4% of search queries in the United States, according to Statista. Microsoft’s search engines account for 26.8% of search queries.

While Google clearly connects you with the most individuals possible, Microsoft still makes up a notable portion of users who you might not otherwise reach without creating content for their platforms.

In fact, 653 million unique PC users rely on Microsoft’s search engines, reaching 49 million users who don’t use Google.

Leveraging the Microsoft Ad Grant will empower you to tap into the extensive Microsoft Search Network audience.

While you might interpret a lower number of users as a drawback, there’s actually an advantage that Microsoft has over Google in this regard.

Competition on Microsoft’s advertising platform is much lower since advertisers aren’t pursuing it as heavily as Google’s platform due to the difference in the number of users. In turn, the cost of reaching people is much lower for Microsoft’s program.

Difference #3) Audience Demographics

Considering that you’ll be reaching a different subset of web users, that naturally means your audience for Microsoft Advertising will have different characteristics.

Microsoft pulled user demographics and found that their U.S.-based users tend to be:

  • Educated. 48% have a college degree.
  • Family-oriented. 50% are married, and 60% have children living at home.
  • Wealthier. 41% have a household income in the top 25%.
  • More likely to spend money. The Microsoft Search Network audience spends 32% more online than the average user.

Knowing these details can help you craft ads that are tailored to different audiences across Google and Microsoft’s advertising platforms.

Difference #4) Ad Scheduling

Across both platforms, advertisers can target their ads and make bid adjustments with ad scheduling. They can choose the day of the week and the time of day that they want their ads to be shown. They can also schedule certain times to make bid adjustments.

However, there’s one key difference in scheduling. When you adjust your Google Ads schedule, Google will remind you what time zone your account is in. That’s because any adjustments in your ad schedule are based on your time zone rather than users’.

So, if you set your ad campaign to run from 8 a.m. to 5 p.m. Pacific Time, users on Eastern Time would see the ads from 11 a.m. to 8 p.m. There is a workaround, though. You’ll need to create separate campaigns and adjust each campaign’s schedules to account for different time zones.

For Microsoft Advertising, ad scheduling is a bit simpler. Scheduling is based on the user’s location. In other words, you’d only need to create one campaign to target every user during specific hours.

Difference #5) Targeting Capabilities

While Google has several targeting capabilities, Microsoft has even more robust options. You’ll notice that a lot of the targeting capabilities are the same, such as geotargeting and remarketing. However, Microsoft’s options go more in-depth.

For one, the primary difference is that you can set targeting at the Ad Group level with the Microsoft Ad Grant, whereas Google requires you to do it at the campaign level.

What’s more, you can use LinkedIn profile information with Microsoft to inform you who your audience is to better target qualified users.

Also, Microsoft enables advertisers to target specific audiences based on device type and OS, simplifying device targeting. With this, they also provide the option not to display campaign ads on desktops. This feature isn’t available on Google, giving Microsoft Advertising a leg up.

Difference #6) Restrictions

While both programs have restrictions, Google is slightly stricter than Microsoft. Both have initial eligibility requirements, but Google’s ongoing compliance requirements cause the program to vary from Microsoft’s Ads for Social Impact quite a bit.

Here are some of the differences in limitations between the two platforms:

  • Impressions. Google Ads limits your impression share to 10%, meaning fewer people will see your ads. With Microsoft, there are no limitations on impressions since you’re creating ads on a paid account.
  • Ongoing requirements. Google requires nonprofit advertisers to meet a series of ongoing requirements, such as maintaining a 5% click-through rate each month and not using one-word or overly generic keywords. At the moment, Microsoft only requires Microsoft Ad Grant advertisers to occasionally attest to their donor rules to maintain eligibility.

Overall, the Microsoft Ad Grant currently comes with fewer restrictions, making it more accessible to nonprofits.

Get started with Getting Attention, our recommended Microsoft Ad Grants agency.

Make sure you meet the eligibility requirements for Microsoft Ad Grants before applying.

What Are the Eligibility Criteria for Microsoft Ad Grants?

Like the Google Ad Grant program, Microsoft implements eligibility criteria to ensure that only organizations that will benefit from the program can participate. The idea behind this is that it will result in higher quality ads, promote reputable organizations, and reflect well on the program.

Microsoft breaks down these criteria into three categories.

This checklist outlines the basic eligibility requirements for Microsoft Ad Grants.

1. Type of Organization

Only specific types of organizations can participate in the Microsoft Ad Grant program. Organizations must be a:

  • Nonprofit or non-governmental organization with recognized legal status
  • Public library that provides services without charge to all residents in a given area
  • Museum that’s open to the public and conserves tangible objects for purposes of cultural preservation, education, or aesthetic enjoyment

If your organization doesn’t meet these requirements, it will automatically be rejected from the program when applying.

2. Mission

Eligible organizations must operate on a not-for-profit basis, and their mission should benefit the local community.

Examples include improving social welfare, providing relief to the needy, preserving the environment, and establishing a civil society.

3. Non-Discrimination

When it comes to corporate giving, businesses recognize that any participating organizations should share their values. In Microsoft’s case, they’re committed to providing an inclusive environment that’s free from discrimination. That’s why they also require participating nonprofits to not discriminate in their mission or policies.

Nonprofits can’t discriminate in:

  • Hiring
  • Compensation
  • Retirement
  • Training
  • Programs
  • Activities
  • Services

Any organization that has a mission or engages in discriminatory acts in any of the areas listed above will be rejected from the program.

Examples of Ineligible Organizations

If you’re still questioning your eligibility for the Microsoft Ad Grant, let’s walk through examples of ineligible organizations.

Ineligible organizations may include but are not limited to:

  • Nonprofits that have not obtained legal status in their respective country (e.g. U.S.-based organizations must be registered as 501(c)(3)s with the IRS).
  • Professional, commerce, and trade associations
  • Schools, colleges, and universities. However, philanthropic arms of educational institutions are still eligible.
  • Healthcare organizations, including hospitals, healthcare networks, outpatient healthcare organizations, and more.
  • Political, labor, and fraternal organizations

Note that the person completing registration on behalf of the nonprofit must be an employee or a strategic volunteer. Otherwise, the application will be rejected.

There are several benefits of applying for Microsoft Ad Grants.

Why Should You Apply for Microsoft Ad Grants?

With the clear impact that the program can have on your mission, applying for the Microsoft Ad Grant once they start accepting applications again should be a no-brainer. If you’re still on the fence about applying, here are just a few of the advantages that participating will give you:

  • Increase visibility for your most important landing pages. Place your web pages at the top of search results pages for valuable, mission-centric keywords.
  • Connect with new supporters. Existing and prospective supporters are already searching for terms related to your cause online. Meet them where they are by bidding on the right keywords and creating ads that inspire them to get involved.
  • Deal with lower competition. Since nonprofits operate on a paid account, ads paid for using the Microsoft Ad Grant are treated as traditional paid ads. That way, their ads won’t be automatically placed lower than others.

Chances are, your nonprofit doesn’t want to miss out on free funding. If your organization already has a website, the Microsoft Ad Grant can be a fantastic way to launch your marketing efforts forward and strengthen your digital presence.

Participating in the Microsoft Ad Grant program is free.

Is It Free To Use the Microsoft Ad Grant?

Yes, any organization that’s eligible to participate will receive the Microsoft Ad Grant free of charge. However, note that the grant will be attached to a paid account, which requires a credit card to be attached.

You’ll also want to consider the time spent on applying for the grant, setting up your campaigns, and monitoring results. You might rely on an in-house staff member to do this, which means you might factor part of their salary into the maintenance costs. Alternatively, you might outsource the work to a third-party agency, which would incur fees.

Applying for Microsoft Ad Grants is easy.

How Do You Apply for the Microsoft Ad Grant?

Applying for the Microsoft Ad Grant is a straightforward process. Once you’ve confirmed your eligibility, you can breeze through the process and get your first campaign set up.

Let’s walk through the 3-step process that your nonprofit will need to follow once Microsoft starts accepting applications again. And remember, Microsoft only allows staff members and strategic volunteers to complete this process on behalf of a nonprofit. However, a third-party agency may be able to guide you through applying.

These are the steps you'll need to take to apply for the Microsoft Ad Grant program.

1. Apply for Microsoft for Nonprofits.

Beyond Ad Grants, Microsoft provides nonprofits with grants and discounts for a variety of their tools and services, like Microsoft 365, Office 365, and Dynamics 365. Applying to their general nonprofit program is a prerequisite for the Microsoft Ad Grant program.

At this stage, you’ll need to do the following to register for Microsoft for Nonprofits:

  • Share information about your role and your nonprofit
  • Agree to Microsoft’s nonprofit discount and donation policies
  • Share your contact details

The first part of the application should only take about 10 minutes to complete. Then, Microsoft For Nonprofits will reach out via email within 7 business days.

Microsoft partners with TechSoup to validate nonprofits’ information, so be aware that they may share your registration data with TechSoup who may contact you for more details.

2. Fill out the Microsoft Ad Grants application.

Upon acceptance into the program, you can access the Ad Grants application within the Microsoft Nonprofit Hub. At this point, you’ll simply need to provide some additional information about your organization and role, such as:

  • The URL for your nonprofit’s website
  • The number of employees at your organization
  • Your nonprofit’s phone number

Microsoft will send an email confirming whether you’ve been accepted within 10 business days. Be aware that this timeline can be impacted if they request additional information or documentation from your nonprofit.

3. Meet with a Microsoft representative to set up your first campaign.

Microsoft wants to set participating organizations up for success, especially since this is a new program. Before you start creating your own campaigns, they require you to meet with one of their representatives.

During your meeting, they’ll work with you to set up your first campaign to make sure your account, ads, and keywords are structured correctly.

From here, you’re free to start creating your own ad campaigns, using that initial one to guide your efforts.

Try out these Microsoft Grant management strategies.

How Can I Make the Most of the Microsoft Ad Grant?

While it’s still a fairly new program, there are already some tips we can draw from the resources Microsoft has shared and from what we already know about the Google Ad Grant program.

Creating a Microsoft Grant management strategy before applying will help determine whether the program will be a worthwhile investment for your cause. Let’s jump into a few core tips to guide your strategy.

Consider what goals you want to achieve.

Leveraging the Microsoft Ad Grant allows you to pursue a range of goals. Before setting up your campaigns, determine the end goal you want to achieve with each ad campaign.

For instance, many nonprofits leverage the Microsoft Ad Grant to:

  • Increase fundraising efforts by promoting donation and sponsorship pages.
  • Boost corporate giving participation by raising awareness for matching gifts and volunteer grants.
  • Boost volunteer registrations by sharing volunteer opportunities.
  • Grow event attendance by promoting conferences, webinars, and other events.
  • Educate the public about your cause by promoting educational content and services pages.

These are common goals that nonprofits choose for the Microsoft Grant management strategy.

Determining your objectives upfront means you can choose the right landing pages for your ads and effectively guide your users to take actions that are meaningful to your organization. Otherwise, you might experience fewer conversions.

Vary your Microsoft Ad Grant Strategy from your Google Grants strategy.

While similar in many respects to Google Ad Grants, the Microsoft Ad Grant program varies a good bit. That means you shouldn’t treat Microsoft’s program the same as Google’s.

Don’t simply replicate the same ads across both platforms. For instance, you’ll want to:

  • Use more bottom-of-the-sales-funnel keywords for Microsoft. Microsoft Advertising has a higher impression share and cheaper costs-per-click (CPCs), making it more affordable to bid on these terms. Plus, competition is lower, so you’re more likely to rank for these search terms.
  • Vary your ads to target different audiences on the two platforms. Remember, Microsoft users tend to be educated, wealthier, and more likely to spend money online. Google’s audience is younger and more tech-savvy. Make sure the tone of your ads speaks to these different groups.

Pay attention to the results on each advertising platform. Determine what inspires users on each platform to convert. Then, make adjustments to make the most out of each program.

In any case, you’ll want to leverage both programs if you’re able to. After all, that totals to $13,000 in free marketing money each month for your cause!

If participating in both programs is out of reach for your team, turn to a grant manager to help. They can take the guesswork out of your advertising and make sure you’re set up for success across both platforms.

An agency can help you create your Microsoft Grant management strategy.

How Can a Microsoft Ad Grants Manager Help?

While an incredibly powerful digital marketing resource, Microsoft Ad Grants can take a lot to manage effectively. Between applying for the program and monitoring ad performance, you’ll need to set aside extra time and resources each month to manage your account.

To harness the grant’s full potential, consider turning to a professional agency. A professional can tackle every aspect of the Microsoft Grants management process through services like:

  • Eligibility verification: A professional will understand the Microsoft Ad Grant eligibility requirements through and through and will be able to confirm whether you’re eligible for the program. Note that Microsoft requires an employee or strategic volunteer to apply on behalf of your organization, though.
  • Ad creation: A Microsoft Grant manager will help you develop ads that drive users to get involved in your cause. Between picking your landing pages and writing ad copy, they’ll make sure you stand out on search engines.
  • Keyword research: Professionals can research keywords related to your mission and pick the ones that are most likely to connect you with prospects who are ready to give, volunteer, or whatever you’re aiming to accomplish through Microsoft Ads.
  • Landing page optimizations: Your landing pages are a major part of your ads. The right agency will help you improve the landing pages associated with your ads, so you can drive more users to give, participate in your programs, or take another meaningful action.
  • Ongoing campaign management: An agency will monitor your campaign performance and make adjustments as needed. That way, you can be confident that you’re targeting the best keywords with the best possible ads and landing pages.

These are common Microsoft Ad Grant services that professional agencies offer.

Instead of spending your time learning the intricacies of the program, we recommend turning to a trusted professional that offers the exact services you need. That way, you can focus on pursuing your mission and trust that your search engine marketing needs are taken care of!

As our recommended agency, Getting Attention understands what it takes to make its nonprofit partners stand out on search engines. Backed by their team, you can harness the power of Microsoft Ad Grants and Google Ad Grants simultaneously.

Check out these additional resources to learn more about Microsoft Ad Grants and digital marketing.

Additional Resources

If you’re looking to venture into the world of search engine marketing, the Microsoft Ad Grant is the ultimate addition to your nonprofit’s digital marketing strategy. Considering that it’s a fairly new program, you can get a jump start on the program and start showing up for mission-related keywords that drive traffic to your site.

With a thought-out management strategy, you’ll be well-equipped to drive real value for your cause. Start enhancing your volunteer recruitment efforts, raise more awareness for corporate giving, or accomplish whatever your nonprofit wants with the Microsoft Ad Grant!

Remember, a professional agency will help you make the most of the program and make sure you represent your organization in the best way possible online.

In the meantime, continue learning about Microsoft Grants and other strategies that will enrich your digital marketing plans with these educational resources:

Strengthen your Microsoft Grant management strategy with help from our recommended agency.

The Benefits of Acquiring and Retaining Young Donors

The Benefits of Acquiring and Retaining Young Donors

How the Next Generation Influences Fundraising and Workplace Giving

According to charitable giving research, overall giving revenue was reportedly elevated in 2021. However, the number of individual donors giving had dropped.

So what does that mean for organizations like yours that rely on contributions from supporters to bankroll mission programming? More than likely, you have an opportunity to reach new, previously under-targeted segments of supporters to continue growing your donor base—and with it, your total funding. One of the best markets to consider is that of young donors.

Many nonprofits, educational institutions, and other fundraising organizations are interested in learning how to engage donors to drive the best results. At the same time, donor retention remains at top-of-mind for most. Young donors are a critical piece of the puzzle, and yet they continue to be overlooked in terms of fundraising potential.

In this guide, we’ll walk through the basics of young donor fundraising, how it can differ from traditional engagement efforts, and how you can make the most of those relationships as they grow. We’ll cover:

Adapting your marketing, fundraising, and overall donor engagement strategies to attract and connect with individuals of all ages is one of the greatest ways to ensure your team is leveraging your supporter base to its fullest potential.

Want to find out how to do so⁠—particularly in regards to the youngest of donors in your network? Read on!

Why young donors matter

Why Engaging With Young Donors Matters

Engaging with all of your donors is an essential component of a successful fundraising strategy. What many organizations are seeing, however, is that young donors continue to be an under-targeted market when it comes to seeking donations.

Gen Z and young millennial donors are often referred to as “the donors of tomorrow” or “the donors of the future.” But the truth is that these up-and-coming generations are the donors of NOW. So why are organizations overlooking their potential? It might be because young donors tend to have more limited funding at their disposal to contribute as compared to older, more established supporters.

But consider this: is it easier to ask a new donor for a $10,000 donation and hope they spring for it, or to start out small with a $20-50 donation ask from a young donor who will then become increasingly engaged with your organization over time? In most cases, the answer is the latter.

Not to mention, young donors bring with them nearly unlimited potential. That college-aged individual making a $25 gift out of their part-time paycheck could very well become the CEO of a multi-billion-dollar company that doesn’t even exist yet. And as their income grows, their gifts would likely grow alongside it.

The bottom line?

Be willing to start small and watch the impact of continuous engagement increase drastically over time.

Acquiring and retaining young donors

Acquiring & Retaining New Generations of Donors

Like any group, to engage with young donors, you’ll need to focus on two crucial components of your strategy—getting them and keeping them. As far as the basics of the donor lifecycle go, this refers to acquisition and retention.

Here’s what you should know about each pertaining to younger generations of donors;

Acquiring Young Donors

Young donor fundraising involves bringing young donors into your network of support, to begin with. And you may need to take an adjusted approach than what you might use with your general, middle-aged-and-older audience.

For one, attracting young donors can be particularly impactful when using social proof to your best advantage. Social proof, or the idea that people are more likely to do something if they see their peers doing the same—and a founding principle behind peer-to-peer fundraising—tends to be even more effective among the younger generations.

In other words, once you get one young donor in your corner, you have one of the best tools to draw in others in their circle. At the same time, other key practices include reaching donors where they are, such as on social media sites and mobile technology⁠—but more on those tips later.

Retaining Young Donors

Once you’ve laid the groundwork for a supporter relationship and even secured your first donation, you’ll want to put in the time and effort to elevate the connection to new heights.

Even more than your typical donor, Gen Z and young millennials desire to feel connected to the organizations with which they get involved. They want to know that their funding is going to impactful causes, so excellent financial stewardship efforts are essential (top tip: demonstrate that you’re making the most of each dollar you receive by emphasizing corporate matching opportunities!).

It’s also a great idea to offer streamlined recurring giving options⁠—and to ensure donors of all ages are aware of the opportunities. After all, what better way is there to ensure your new donors return time and time again than to essentially get them set up on auto-pay? In fact, research into young donor trends reports that young donors are more likely than the average donor to be enrolled in a monthly giving program (36% overall enrollment rates, with donors aged 18-29 coming in at 48%). Be sure to give them what they want, and market the ability accordingly.

Factors that can impact gifts over time from young donors

Factors That Can Impact Gift Size Over Time

Many young donors are likely to start out by giving low-level donations to the organizations they support. But every dollar counts and their potential to give can increase exponentially as time goes on.

Young donors giving more over time

Here are a few factors that can impact gift size and lead to continually growing donations;

Increasing income

The average person’s income tends to rise over time, whether by receiving promotions, moving employers, diving into new industries, or even exploring an entrepreneurial spirit. As donors of all ages benefit from elevated incomes, their ability to give to the causes they care about tends to rise proportionately as well⁠—oftentimes at an even higher rate than the income or salary increase itself.

Deepening connections to the organization

Finally, an individual’s personal connections to a nonprofit can be a significant factor when it comes to determining their gift size. Sure, a charitable-minded donor might make a $25 gift to a random organization when asked, but they’re likely to reserve more substantial funding for the causes and groups they feel most passionate about. And when you start developing that personal relationship early on, these individuals (i.e., your young donors) will be more likely to continue supporting your organization⁠ in larger and larger amounts as time goes on.

Young donors and workplace giving

Young Donors & Workplace Giving

Another key factor that can have a substantial effect on young and old donors’ giving alike is employer giving⁠—otherwise known as workplace giving or philanthropy. Thousands of companies offer employee or workplace giving programs such as matching gifts and volunteer grants, and over 26 million individuals can qualify for the opportunities through their personal nonprofit contributions. Obviously, these programs benefit the nonprofits receiving the corporate funding⁠, but there’s a lesser-known benefit as well: employer giving eligibility tends to drive increased individual engagement.

In fact, our corporate giving data reports that 84% of individuals are more likely to donate if a corporate match is offered, while 1 in 3 donors indicate they’d give a larger gift if matching is applied to their donation. All in all, this brings about findings that donor messaging that mentions matching gifts leads to a 71% increase in response rate and a 51% increase in the average donation amount, thus resulting in elevated conversions, gift sizes, and donor engagement. Though the exact reasoning behind the increase is unknown, organizations theorize it has to do with donors aiming to meet their employers’ minimum match requirements along with the understanding of magnified donation impact.

So what does that have to do with the young donors in your network? As these individuals enter the workforce, and more specifically, the corporate world, their chance of qualifying for donation matching, volunteer grants, and other forms of workplace giving skyrockets⁠—and with it, their individual donations.

Not to mention, young donors are increasingly demanding corporate social responsibility from the brands they buy from and work for. In fact, nearly 2/3 of young employees won’t take a job at a company with poor CSR practices. Thus, your younger supporters are more likely to work for businesses that match employee donations in the first place, effectively elevating their chances at eligibility.

Meanwhile, as Gen Z and millennials continue taking up more and more of the workforce and consumer population, more and more companies are following suit by implementing and improving their workplace giving programs. And when offered, young donors partake in employer giving in droves⁠—studies show that over 58% of young professionals gave through a workplace program in 2020, compared to 37% of professionals overall.

Best practices for young donor fundraising

Best Practices for Strategic Young Donor Fundraising

The better you engage with your donors of all generations, the more likely you are to raise funding effectively. Prepare your team to deepen relationships with young donors by incorporating the following tips;

1. Segment fundraising efforts by age group.

Fundraising is not a one-size-fits-all effort, and as a result, one-size-fits-all donor engagement strategies are not likely to be particularly effective. And, as you likely know, one of the largest segmenting factors has to do with donor age.

Young donors want to get involved with the organizations and causes they care about, but you’ll want your tactics to reflect a targeted approach. A 22-year-old, fresh-out-of-college graduate and a 70-year-old retired schoolteacher can each be excellent supporters of your nonprofit⁠—but it might take different initiatives to reach them both.

Giving trends according to young and old donors alike

For example, giving studies indicate that younger donors tend to be most inspired to donate via social media, while older supporters are more impacted by email fundraising⁠—and that’s not even taking Gen Z-ers into consideration!

Overall, we recommend reaching younger supporters and prospects by prioritizing mobile and digital engagement strategies, incorporating valuable and eye-catching visuals (through images and video), and demonstrating donation and organization impact whenever you can.

2. Offer multiple ways to get involved with your organization.

Young donors often desire diversity in the ways they engage with an organization. And not receiving that can lead to donor fatigue and, ultimately, lapsing support.

Thus, be sure to provide a plethora of methods for individual donor involvement⁠—whether they involve financial support or not.

So, what kinds of opportunities can you establish (and promote to) your donors? These might include (but are certainly not limited to):

  • Volunteering at a dedicated event or on a regular basis;
  • Taking part in a corporate giving program like matching gifts or volunteer grants;
  • Attending a fundraising event like an auction, gala, or walk-a-thon.
  • Participating in the organization’s board of directors;
  • Exploring a peer-to-peer fundraising role by soliciting donations from friends and family on the nonprofit’s behalf.

Regardless of the many ways an individual chooses to get involved, remember to communicate your gratitude as well as the tangible ways their engagement impacts your cause.

3. Increase suggested donation amounts over time.

As online giving becomes more and more prevalent, studies have been conducted to determine the impact of suggested donation amounts on total fundraising revenue. And overall, organizations tend to see elevated average donation amounts when they do so (meaning if you’re not already providing gift size suggestions, you should be).

Taking this concept a step further, however, is the idea that your team can increase the amount you request from donors over time to continue growing relationships and donor contributions.

For example, an individual might bring in four times the salary they had when they started giving to your organization. But if they donate on a regular basis, they might never take the initiative to increase their gift size⁠—that is, unless your team chooses to coax them in that direction. And it can be as simple as requesting $100 from Donor A in your next annual fund appeal after determining they’ve contributed $50 for the last few years.

4. Inform donors about workplace giving programs.

We mentioned that donors often choose to give more often and in larger amounts when workplace giving opportunities⁠ (like matching gifts⁠) are in place. And with many young donors becoming eligible for these programs for the first time, it’s essential that they’re made aware of the programs.

After all, over 78% of individuals employed by companies that match employee donations have no idea that they do so⁠—or that they themselves would be eligible to participate. This knowledge gap regarding the programs is one of the leading causes of billions of dollars in unclaimed matching gift funding being left on the table each year.

So get proactive about it! Be sure donors are informed about matching gifts and other employee giving initiatives by highlighting the programs within your organization’s —

Workplace giving marketing is a particularly impactful engagement tool, driving participation in corporate philanthropy programs alongside individual contributions. And if you’re looking to take your young donor engagement to new heights, you won’t want to overlook these initiatives and the impact they bring.

Interested in learning more about engaging young donors? Check out our immersive webinar on the topic!

Reaching Young Donors Webinar

Find out how Venmo for nonprofits can help your organization raise more.

How Venmo for Nonprofits Can Help Organizations Raise More

Every day, millions of people use Venmo to send and receive money from each other. Nonprofits receive money in the form of donations all the time, so of course, they also benefit from using Venmo!

While there isn’t a specific version of Venmo for nonprofits, organizations can still leverage regular Venmo accounts to effectively collect donations on the app. Venmo simplifies the fundraising process and allows nonprofits to reach a wider audience of supporters, including younger donors.

Whether you’re familiar with Venmo or not, we’ll make sure you understand how to use it effectively for your nonprofit.

At Double the Donation, we connect nonprofits with matching gift opportunities. We know how important it is to maximize your organization’s fundraising potential. Just like matching gifts, Venmo fundraising is another way to ensure that you’re collecting as many donations as possible. We’re happy to share this guide to Venmo for nonprofits to help you reach your fundraising goals and continue running your organization smoothly.

Here are the topics we’ll cover in this article:

Follow along to learn how Venmo works, why your nonprofit should use it, and how you can leverage it to its fullest potential.

Maximize your Venmo fundraising with matching gift software.

These are the basics of Venmo for nonprofits.

The Venmo for Nonprofits Basics

Let’s start with a basic definition of Venmo. Venmo is a peer-to-peer mobile payment service that allows people to request and accept funds from each other. Instead of using cash, checks, or direct bank transfers, Venmo securely deducts money from users’ bank accounts and sends it to the intended recipients. That way, transactions are easy and protective of your sensitive information.

Venmo is one of many payment processing apps, but it’s certainly one of the most popular options. Check out these statistics about Venmo’s size and scope:

  • Venmo has more than 83 million users.
  • Its largest user age group is 25-34-year-olds.
  • The app processed about $230 billion in payments in 2021.

Here are some important Venmo for nonprofits statistics.

Why do so many people rely on Venmo for their payment processing needs? For starters, it’s extremely simple to use. Once you link your bank account, debit card, or credit card to your account, all you have to do is find who you want to pay, type in the payment amount, and send it.

Another useful feature of Venmo is that you can keep money in your account to use in the future or transfer it to your bank account for safekeeping. For a combination of the two, you can input the amount you’d like to transfer and leave the rest in your account.

You might already use a more traditional payment processing platform like PayPal. While Venmo supports nonprofits in the same way PayPal does, it’s still an effective and secure fundraising method.

Check out the advantages of Venmo for nonprofits.

Advantages of Venmo Fundraising

People use Venmo all the time to pay their friends, family, and even some businesses. Making a Venmo account for your nonprofit changes the game for donations. Instead of going through the formal process of filling out your donation form, donors can now send you money just like they would for people they know. That way, the process is easy and familiar to donors.

These are the advantages of Venmo for nonprofits and donors.

Benefits for Donors

Venmo fundraising provides a whole new donation experience. Here are some of the key benefits the app offers to donors:

  • Ease of use. Since people are familiar with Venmo, using it for donations makes it easier for donors to lend their support. The app itself has a simple interface that new users can quickly pick up on. Instead of navigating to your donation page, donors now have the ability to donate to as many nonprofits as they would like all within the same app.
  • Reliability. Venmo is a reputable payment processing platform with ample encryption. They take care to protect your account information and monitor your account activity to thwart suspicious transactions. Using Venmo, donors can feel comfortable donating to their favorite causes without worrying about their information being compromised.
  • Smaller transactions. With an average transaction amount of around $60, Venmo invites donors of all giving capacities to contribute. People can feel comfortable giving $10, $100, or $1,000 through Venmo because of the nature of the app.

Donors will appreciate the opportunity to donate through a well-trusted, easy-to-use platform.

Benefits for Nonprofits

While Venmo is a great platform for prioritizing the donor experience, it also boasts many advantages for nonprofits that create an account, such as:

  • Affordability. Nonprofits are always looking for ways to keep their costs down. Venmo makes it easy because they don’t charge any monthly fees. They also don’t charge any fees for sending money with a linked bank account or debit card. When accepting donations, the associated fee is only 1.9% + $0.10. Other than that, the only other fees are for sending money with a credit card or initiating instant transfers to your bank account, both of which are optional.
  • Free publicity. One of the unique features of Venmo is that it functions like a social media app. You can add your friends and family to see their transactions and vice versa. This feature allows donors to show off their support for your cause and encourage others to do the same.
  • Stronger donor relationships. Since people use Venmo primarily with friends and family, they associate the app with people they know. Therefore, using Venmo to donate to your organization may help donors feel a more personal connection to your nonprofit. Additionally, nonprofits can comment on the donations they receive to thank donors and even start a conversation with them.

Using Venmo for nonprofits is a win for both donors and organizations accepting donations. The app is easy to use and invites donors to form a deeper connection to the causes they care about. Your nonprofit can obtain all the benefits we’ve discussed by simply setting up an account.

We'll walk you through how to create your Venmo fundraising account.

Creating Your Venmo for Nonprofits Account

Just as using the app is easy, creating your nonprofit’s Venmo account is even simpler. While Venmo doesn’t yet have a nonprofit account option, they are performing a private beta test for a select group of nonprofits, so nonprofit Venmo accounts could be coming soon.

For now, though, nonprofits can create regular accounts following these steps:

Follow these steps to create your Venmo for nonprofits account.

  1. Download the Venmo app or visit the Venmo website.
  2. Choose your sign-up method and create your password.
  3. Verify your phone number and email address.
  4. Add and verify your bank account.
  5. Change your username and add a profile picture that represents your nonprofit.

It couldn’t be easier to create your account. As soon as your nonprofit sets up its Venmo account, you can spread the word to your donors so they can start taking advantage of your new fundraising method.

We'll give you tips for how to promote your Venmo for nonprofits account.

Promoting Your Nonprofit’s Venmo Account

Once you create your nonprofit’s Venmo account, the next step is to let your supporters know about it. Current donors will be excited about this new and easy way to donate, and prospective donors may be more enticed to start giving with this option.

There are several ways that you can tell your donors about your new capacity for Venmo fundraising. Check out some of our ideas:

Promote your Venmo for nonprofits account using these methods.

  • Create a Venmo donation tutorial. It’s safe to assume that many of your supporters know how Venmo works, but not all of them. Help them out by filming a video tutorial that teaches donors how to set up their own Venmo account and how they can use it to donate to your cause. Post the video on your website and social media to spread the word.
  • Link your Venmo account to your social media. Speaking of social media, it’s one of the most powerful tools for communicating with your supporters. Create a post introducing the concept of Venmo donations and provide a link to your account in your bio. Additionally, include your Venmo username in all email newsletters alongside your other social media profiles.
  • Share your Venmo QR code. Venmo provides each account with a unique QR code, making it easier to find the Venmo account you’re looking for. You can post your nonprofit’s QR code on social media, include it in email newsletters, and print physical copies to hand out at events.
  • Indicate Venmo as an option on your donation page. You likely feature a donation form on your nonprofit’s website. However, telling visitors on this page that Venmo is another option for donations can allow people to decide which method they prefer and donate accordingly.

Your supporters will be thrilled to hear that your nonprofit is making strides to create a seamless donor experience with Venmo. However, there are extra steps your organization can take to strengthen relationships with your supporters through the app.

Venmo fundraising provides opportunities to connect with donors.

Connecting with Donors Through Venmo Fundraising

Venmo presents a unique opportunity to build relationships with your donors when they lend you their support. While the format of the app itself allows you to interact with others like on other social media platforms, there are additional ways your organization can intentionally connect with donors on Venmo.

Connect with donors using Venmo fundraising.

Ask for small donations.

Of course, large donations are always appreciated, but every donation counts. Considering that Venmo has a younger audience, you might be better off encouraging smaller donations. That way, you can acquire new donors who never would’ve considered donating before through more traditional methods.

Try asking your nonprofit’s social media followers to direct message your organization with their Venmo username and how much they’re willing to donate. Then, you can send them a request for that amount so that they won’t forget.

Respond to each donor.

It’s important to show your appreciation for your donors. Venmo makes it easy by allowing you to like and comment on Venmo transactions. Use it as an opportunity to thank donors and maybe even start a conversation about your cause.

You can ask donors why they chose to donate to learn more about them. Then, feature the best answers on your social media with their permission. This way, you can show others why your donors feel compelled to support your organization.

Know your audience.

Younger generations dominate Venmo, so it’s important to keep that in mind when running your account. Make your responses fun by using emojis and GIFs that Venmo provides.

You also might want to select certain donors and give them a shoutout on your social media. Younger donors will love being recognized for their fundraising efforts.

Incentivize donations.

A little healthy competition can make donating more fun. Plus, you’ll raise even more for your cause. Try hosting a fundraising competition by splitting supporters into teams. You can let people form their own teams, create teams based on demographic factors, or choose groups randomly.

Each team will compete for who can raise the most money. Give the winning team a prize such as a social media shoutout, gift cards, or free branded merchandise. Turning donating into a game will encourage more people to join in on the fun.

Bear in mind that this serves as a form of peer-to-peer fundraising, and some employers will match the amount their employees raise for an organization. Promote the opportunity to incentivize participation and drive greater fundraising results!

Encourage more Venmo donations with matching gifts.

Matching gifts allow you to double or even triple the amount you earn for your organization. Plus, donors will feel good knowing they had an even larger impact on your organization than they anticipated.

Using employer appends, you can determine which of your donors’ employers have matching gift programs. Then, you can reach out to those donors letting them know that their employers will match their donations to your nonprofit, even those made through Venmo. That way, you can maximize your fundraising potential and highlight Venmo as a viable donation platform.

With Venmo, you can really get to know your donors, make the donation process fun, and raise more for your cause.

Check out these additional resources that will help you maximize the impact of your Venmo fundraising.

Additional Resources

Nonprofits are always looking for ways to increase their donations. While most typically search for new ways to promote their organization as a whole, why not try out a different fundraising platform altogether?

Using Venmo for nonprofits is the best way to encourage donations by connecting with younger supporters on an app they already use regularly. For Venmo users, donating to your cause can become just another part of their Venmo routine alongside splitting checks and paying rent.

Once you’ve set up your nonprofit’s Venmo account, you might start looking for new ways to maximize your fundraising potential. Matching gifts allow you to gain the support of your donors’ employers. With your new Venmo donations rolling in, you’ll want to check out these resources to see how you can double or even triple them:

Double the Donation can help you maximize your Venmo fundraising with matching gifts.

Check out these 40+ marketing ideas for nonprofits to help spread your mission.

40+ Marketing Ideas for Nonprofits to Spread Your Mission

Nonprofits are always pressed for funds, especially when it comes to their marketing budgets. There are so many exciting marketing ideas for nonprofits, but your organization might not have the resources to pull them off.

It’s important for your organization to know how to market on a budget. Effective nonprofit marketing allows people to find your organization, learn about your cause, and show their support. Without a strong marketing strategy, your organization cannot grow and reach its intended audiences.

Your organization can create a successful marketing strategy without spending tons on extra resources, though. In this article, we’ll walk you through over 40 marketing ideas for nonprofits that will help promote your organization without breaking the bank.

We’ll teach you how to use the resources you already have and introduce you to free and affordable resources you can leverage. Here’s a sneak peek at the categories of nonprofit marketing ideas we’ll cover:

It’s our job at Double the Donation to connect nonprofits with matching gift opportunities. Since we work with organizations looking to maximize their fundraising potential, we know just how important every last penny in your budget is. That’s why we’ve created this guide to marketing ideas for nonprofits that will help you promote your organization at little to no cost.

Now that we know where we’re headed, let’s jump right into these proven marketing ideas for nonprofits!

Fill out an onboarding form with Kwala for help with all your nonprofit marketing graphic design needs.These are the basics of nonprofit marketing.

Nonprofit Marketing Basics

The term “nonprofit marketing” refers to the use of typical marketing strategies for nonprofit purposes such as amplifying your organization’s cause and mission, soliciting donations, and recruiting supporters.

As a nonprofit, your main goal is accomplishing your organization’s mission. To make your aspirations a reality, you’ll need to get others involved in your organization. It takes donors, volunteers, board members, and event attendees among others to ensure that your nonprofit can give back to the community it serves.

To let others know about the great work you’re doing, you’ll need to leverage a combination of proven marketing ideas for nonprofits.

Benefits of Effective Nonprofit Marketing

However, it’s easier said than done to pull off a nonprofit marketing campaign. There’s a lot of planning involved in developing a well-thought-out marketing plan. Despite the challenges that may come with nonprofit marketing, the resulting benefits will help your organization soar.

Nonprofit marketing can empower your organization to:Nonprofit marketing has many benefits for your organization.

  • Rally support for your cause. Educating people about your mission is a crucial part of nonprofit marketing. It allows people to understand not only the work your organization does but also why you do it and how they can help.
  • Fundraise. Perhaps the most concrete way to measure your organization’s success is by the amount of money you’re able to raise for your cause. Sharing your nonprofit with others will help your fundraising efforts immensely.
  • Foster donor relationships. One-time donations are not a sustainable fundraising source for your organization. Studies show that recurring donations are better for maximizing your fundraising potential. The best way to ensure regular donations is to curate good relationships with donors through consistent marketing.
  • Recruit other supporters. While donors are great assets to your organization, they’re not the only people who can help. Volunteers, board members, and event attendees all serve important roles for your organization. Marketing your nonprofit effectively will allow you to gather all the support you need.
  • Advertise your services. Before contributing to your cause, most people will want to know exactly what your organization does in service of its mission. With effective marketing ideas, you can make sure potential supporters understand the services your nonprofit provides.

It’s clear to see that nonprofit marketing offers so many advantages for your organization. However, you might be wondering where to start in the marketing process. To help you out, we’ll go over the best marketing ideas for nonprofits in a variety of useful categories.

Check out these marketing ideas for nonprofits building their missions.

Marketing Ideas for Nonprofits Building Their Missions

As we’ve mentioned before, your nonprofit’s mission is central to its goals and aspirations. It should also be one of the main focuses of your marketing efforts. Since it lays the groundwork for your organization’s values, your mission should inform your branding, outreach tactics, and promotional content.

If you don’t have a well-developed mission or want to give yours a refresh, try some of these nonprofit marketing ideas for building your organization’s mission:To build your organization's mission, you'll want to leverage some of these marketing ideas for nonprofits.

  • Write a powerful tagline. When it comes to marketing, people absorb more information when it’s concise. Your mission is one of the most important aspects of your organization, so you’ll want prospective supporters to understand it right away. Take the time to condense your mission into a short tagline that you can use in your marketing materials.
  • Establish standards for design, personality, and attitude. Make a good first impression with cohesive branding. From the way your website looks to the way your employees act, every aspect of your organization should work together to form a perfect picture of your nonprofit.
  • Rework your nonprofit’s appearance. Speaking of branding, changing yours up can bring new life to your organization. A funky new logo or elevated graphics can entice potential supporters and demonstrate your willingness to improve your nonprofit. You can even reach out to a graphic design company for help with your organization’s new look.
  • Be upfront about your organization’s goals and results. People interested in your organization want to know what you’re trying to accomplish and what you’ve been able to achieve so far. Being open about your nonprofit’s operations lays a solid foundation for great relationships with potential supporters.
  • Share what you do well. It never hurts to brag a little! Your organization is doing amazing work, and people should see that. If you show confidence in your nonprofit and highlight its strengths, people will be more eager to get involved.
  • Use storytelling. Giving people specific examples of individuals you’ve helped fosters deeper connections between your supporters and your organization. Stories make your marketing more personal and digestible for prospective supporters.
  • Create a marketing plan. To stay focused and organized, you’ll need a comprehensive marketing plan. That way, you’ll have all of your goals and intentions in one place for you to easily go back and reference.

Your mission is the foundation of your marketing efforts, but now it’s time to expand them! Head to your nearest computer or phone to start sharing your incredible organization with others.

Check out these marketing ideas for nonprofits advertising their services.

Marketing Ideas for Nonprofits Advertising Their Services

Letting others know what your organization does is essential to earning their support. Your nonprofit does great work, so why not show it off? Advertise your services with the following online and offline marketing ideas for nonprofits.

There are so many nonprofit marketing ideas for advertising your organization’s services.

Online Advertising Ideas

The internet allows you to share your services with a variety of people with the click of a button. Whether you want to invest in paid advertising or create eye-catching merchandise, there are endless ways to stand out in the digital space. Try out these online marketing ideas for nonprofits:

  • Participate in the Google Ad Grant program. When looking for more information about a nonprofit, a cause, or truly anything, most people turn to Google first. That’s what makes the Google Ad Grant program so powerful. If you’re a qualifying nonprofit, Google will give your organization $10,000 per month in ad credits for free. All you have to do is apply and follow all program requirements. If you need help wielding this amazing resource, reach out to a Google Grants agency. We recommend Getting Attention! They’ll assist you with every step, including applying for the program, choosing keywords to target, and making sure your account is compliant with all requirements.
    Leveraging paid Google Ads is a great marketing idea for nonprofits.
  • Tell your supporters about peer-to-peer fundraising. Your supporters can help fundraise for your organization and advertise your nonprofit in the process. With peer-to-peer fundraising, people raise money by collecting donations from their friends and family. To encourage your supporters to participate, teach them how to set up a peer-to-peer fundraising page. An even easier method is to leverage the built-in peer-to-peer fundraising options on platforms such as Instagram and Facebook. This fundraising option is especially popular around holidays and birthdays, so if you know your supporters’ birthdates, you can proactively reach out and encourage them to create a fundraiser on your nonprofit’s behalf
  • Track your analytics. Data is the key to figuring out which of your marketing efforts are effective. Use Google Analytics or another similar tool to track and review website traffic and the actions people take once they’re there. That way, you can see if there are any patterns or areas where you can improve. For example, if a certain landing page on your site isn’t getting much traffic, it might be time to refresh it to make it more worthwhile for your supporters.
  • Sell branded merchandise. Turn your supporters into walking advertisements with branded merchandise! It’s a win-win situation because you’ll get to collect more for your cause and receive free advertising, while your supporters will get to show the world what they believe in. Branded t-shirts are always a great idea, but you could also go with hats, tote bags, or mugs depending on your audience’s preferences. Once you work with a graphic design company to bring your merchandise to life, you can set up an online store and let your supporters know all about it!

Online advertising is a proven way to connect with larger audiences than ever before. Break down geographical barriers by leveraging some of these marketing strategies.

Offline Advertising Ideas

Digital marketing is all the rage these days, and for good reason. However, that doesn’t mean that more traditional offline marketing efforts should go extinct. While online marketing can expand your reach, offline marketing can help create a personal experience for your supporters. Use these offline marketing ideas for nonprofits in conjunction with your online ones:

  • Create flyers. A good old-fashioned flyer is a great way to grab potential supporters’ attention. It allows you to fit an abundance of information about your organization into a small, foldable, and engaging handout. You can send flyers in your direct mail campaigns, hand them out at events, or keep them in your organization’s office for walk-ins. People will love the opportunity to learn about your organization’s services in an easily digestible format.
  • Recruit brand ambassadors. Influencer marketing is a fairly new yet powerful way to promote your organization. Finding people with an online presence who truly care about your nonprofit’s mission and are willing to spread the word can help you reach new audiences quickly. These brand ambassadors can also help you host in-person events or sell your branded merchandise to get people excited about your organization.
  • Research larger organizations. If you want to be the best, you’ll have to learn from the best. Look into what larger, more experienced nonprofits are doing and see if yours can replicate it. You can even reach out to someone on the team of an organization you admire and ask if they’d be willing to give you some advice for your nonprofit.
  • Personalize your outreach. Reaching out to people using offline methods allows you to create more personal connections with them. For example, you could go up to a volunteer at an event to learn more about them or send your donors more information about matching gift opportunities in a customized postcard. People will appreciate the thoughtfulness that goes into these outreach methods and associate that quality with your organization.

For the best results, use a combination of online and offline marketing ideas. That way, you’ll reach different audiences and see which methods work best for which supporter segments.

Your mission is the foundation of your marketing efforts, but now it’s time to expand them! Head to your nearest computer or phone to start sharing your incredible organization with others.

Check out these marketing ideas for nonprofits leveraging technology.

Marketing Ideas for Nonprofits Leveraging Technology

These days, there’s so much technology at our disposal to help us improve and innovate our everyday lives. For nonprofits, leveraging technology appropriately can expand their impact and help them reach new audiences through different channels.

To make sure your nonprofit knows how to use each type of technology effectively, we’ve split our technology nonprofit marketing ideas into three separate categories.


Like all organizations, nonprofits use their websites to teach others about what they do and what they stand for. Ensure your organization’s website is the best it can be with these website nonprofit marketing ideas:

  • Create and update your nonprofit’s website. Of course, the first step in having a great nonprofit website is to create your website in the first place. From Squarespace to Wix to WordPress, there are so many website-building platforms that make the process easy. After your website’s all set up, remember to update it often. Include information about current and upcoming events and initiatives to entice potential supporters to become involved in your organization.
  • Start a blog. More and more organizations are taking advantage of content marketing. Keeping an up-to-date blog allows you to display news about your organization and industry with long-form, informative content. Writing blog content about nonprofit-related topics also establishes your organization as a reputable source of information in the field.
  • Invest time in good writing. Your nonprofit’s website could have tons of informational pages and blog articles, but if they don’t feature good quality writing, then they might actually be doing your organization a disservice. Take the time to make sure your copy is clear and concise. It’s always a good idea to break the text up with graphics wherever possible to help the reader follow along. If you have the resources, hiring a qualified copywriting team will help to make sure the copy across your site is strong and cohesive.
  • Make SEO a habit. It doesn’t matter how great your website is if no one can find it. Search engine optimization helps people find your organization’s website on Google and other search engines. Research which relevant keywords you should include on your website often to keep up with any new trends. Additionally, make sure your website is mobile-friendly to improve your ranking in mobile search results. We’ll explore how paid advertising can complement your efforts to increase organic traffic a bit later.Check out these website marketing ideas for nonprofits.

Your website is the core of your digital strategy. It’s where you’ll consistently drive supporters across your different campaigns. Although nonprofit websites are a tried and true marketing tool, there are other ways to engage with your supporters online.

Social Media

Social media is not only how people stay connected to their family and friends, but also to the companies and organizations they care about. With nearly every organization out there maintaining a social media presence, it’s important to understand how you can make yours stand out. Here’s what we suggest:

  • Utilize different platforms. To connect with as many people as you can, your organization should create social media accounts on several different platforms. Instagram, Facebook, and YouTube are great places to start. Twitter, TikTok, and Snapchat also offer unique ways to engage with your younger supporters.
  • Participate in trends. Perhaps the most important part of your social media presence is playing into current trends like using humor and short videos over images. That way, your content stays fresh and engaging for your supporters.
  • Create marketing videos. While images can be very informative, videos are better for eliciting emotion. Creating and sharing videos about your mission on social media will allow you to connect with your audience on a deeper level.
  • Take advantage of social media advertising. If you don’t feel that you’re reaching the correct audience organically, you can create ads on the social media platforms you’re using. For example, Facebook allows you to set up campaigns that target people based on a variety of factors such as age, gender, location, and interests. This approach can help you segment your supporters into different groups and communicate with them accordingly.
  • Connect your online assets. To promote your online presence, make it easy for people to jump from platform to platform. For example, you can create a social media post about a new blog article and add a link to the article in your social media account’s bio. That way, you’ll drive traffic from your social media page to your website’s blog. Doing so can allow people to interact with your organization in a different way and perhaps learn more about what your nonprofit does.Check out these social media marketing ideas for nonprofits.

Your nonprofit’s website and social media accounts are your biggest online assets. Now that we’ve covered them, it’s time to learn some general online marketing ideas for nonprofits.

General Online Marketing Ideas for Nonprofits

To get the most out of your online presence, it’s important to follow general digital marketing best practices. Check out these marketing ideas for nonprofits looking to rule the marketing game online:

  • Leverage multi-channel marketing. Just as it’s useful to have multiple social media platforms, it’s also important to take advantage of every digital marketing opportunity. Post on social media and update your website, but combine them with more traditional marketing methods such as emails, phone calls, and direct mail. This way, you’ll increase your chances of reaching out to your supporters with their preferred communication method.
  • Encourage your supporters to take action. Informing your supporters about your organization is great, but what exactly do you want them to do to help you out? Use calls to action across your marketing materials to work towards your goals. For example, include the link to your donation page in your Instagram bio and create a post encouraging people to contribute. To help promote your events, add your event registration link to your regular email newsletter. Note that the most effective calls-to-action start with determining what actions you want your supporters to take and making it easy for them to do so.
  • Host virtual events. In the past couple of years, we’ve seen virtual events take off due to the COVID-19 pandemic. However, that doesn’t mean we can’t still use them as a marketing tool. Hosting events online, such as webinars and panels, allows more people to participate than ever before. Since no physical space is required, people can easily participate in virtual events from wherever they are, presenting a unique opportunity to engage with all different types of supporters at once.Check out these general marketing ideas for nonprofits leveraging technology.

Leveraging technology effectively allows you to reach your intended audience and rally support for your cause. We know that your nonprofit is likely working with a tight marketing budget, though. To make sure your organization has the resources it needs to create the best online content possible, we’ll teach you how to save money in other marketing areas.

Check out these marketing ideas for nonprofits on a budget.

Marketing Ideas for Nonprofits On a Budget

Marketing can get expensive. However, there are ways that nonprofits can promote their organizations while still keeping costs low. Maximize your marketing potential while minimizing your spending with these marketing ideas for nonprofits on a budget:Try these marketing ideas for nonprofits on a budget.

  • Determine your marketing budget. It’s easiest to keep costs down when you have a clear budget in mind. That way, you’ll know exactly how much you can spend on your nonprofit’s marketing and allocate your resources accordingly. Include costs such as those for physical marketing collateral, marketing software, and staff time.
  • Plan your printing. Printing can get expensive very quickly. Besides, there are so many digital marketing methods your organization can leverage. Only print what needs to be printed, and try to print double-sided and in batches.
  • Use unbranded envelopes for direct mail. If you do need to print materials for a direct mail campaign, there are ways to keep your costs down. Sending unbranded envelopes will help you save money. Just remember to indicate that the mail is from your organization in a different way so recipients don’t mistake it for junk mail.
  • Add a “Donate Now” button to your Facebook page. As we mentioned before, calls to action are key to motivating your supporters to contribute to your cause. Adding a “Donate Now” button to your nonprofit’s Facebook page is an easy way to encourage donations. The best part is that it’s free as long as your nonprofit qualifies for Facebook’s fundraising tools.
  • Work with a local business. To help you out financially, many companies are happy to pair up with a nonprofit. While you get extra funding or resources for your marketing efforts, they get to give back to their community. Before you look for a local business willing to work with you, determine what you want to get out of the partnership. Examples of corporate philanthropy include companies donating money directly to your organization, keeping a donation bucket in their store, or contributing food or supplies for your event.
  • Enroll in AmazonSmile. Your supporters can contribute to your cause without directly donating themselves. Through the AmazonSmile program, Amazon donates 0.5% of people’s eligible purchases to a nonprofit of their choosing. It’s free for your organization to sign up for the program as long as it is registered with the IRS as a 501(c)(3). If you’re interested, AmazonSmile’s guidelines for charitable organizations will walk you through the program and signup details.

It’s important to create a marketing budget and try to conserve resources when possible to save up for more expensive marketing efforts. These budget-friendly marketing ideas for nonprofits are a great place to start to maximize every dollar your organization earns!

Check out these marketing ideas for nonprofits forming stakeholder relationships.

Marketing Ideas for Nonprofits Forming Stakeholder Relationships

There are so many different stakeholders involved in your organization. Donors, partners, volunteers, board members, sponsors, and event attendees all play a huge role in your nonprofit’s success. With that, it’s important to form good relationships with your stakeholders so you can build a strong support network.

In this section, we’ll go over some marketing ideas for nonprofits starting and stewarding relationships with their stakeholders.

Starting the Stakeholder Relationship

Building a good foundation for your relationships with stakeholders is essential to making sure your connections are long-lasting. Here are some marketing ideas for nonprofits beginning new stakeholder relationships:With these marketing ideas for nonprofits, you can start stakeholder relationships off right.

  • Look for opportunities to form new connections. For newer organizations especially, it can be tough to find stakeholders to work with. You have to put your organization out there and seek out potential partnerships. Leverage any connections you may already have and form new ones by reaching out on social media or attending a nonprofit conference in your industry. That way, you can start to meet people who may be potential stakeholders and have their own network of potential stakeholders they’re willing to share with you.
  • Create a welcome package. Once you initiate a relationship with a new stakeholder, it’s time to make them feel welcome in your community. Curate a package of information and branded merchandise to introduce new stakeholders to your nonprofit. You can include items as small as stickers of your logo to yard signs they can display to show their support for your organization. No matter what you send your new stakeholders, you’re showing them that you care.
  • Treat them to a meal. To form a more personal connection with a stakeholder, take them out to lunch or coffee. Learn more about your stakeholders and teach them more about your organization. You can answer any questions they may have and gather their feedback about their work with you so far. Not to mention, this is a great opportunity to learn more about who they are and what drives them to support causes like yours
  • Inform new donors of matching gift opportunities. Some of your new donors may not know what matching gifts are or if they’re eligible to participate. Make it easy for donors to identify matching gift opportunities by providing matching gift software that shows if their employers are willing to match their donations. That way, you can earn more, and your new donors can feel good about making an even bigger impact on your organization.

Now that you know how to start your stakeholder relationships off strong, it’s time to learn how to keep them that way with effective stewardship.

Stewarding the Stakeholder Relationship

Maintaining relationships with your stakeholders requires care and commitment. You must communicate with them well and respond to their needs. That way, you can build long-lasting connections that drive your work forward.

Practice good supporter stewardship with these marketing ideas for nonprofits:Use these marketing ideas for nonprofits to steward stakeholder relationships.

  • Communicate regularly and strategically. Like with any relationship, maintaining supporter relationships requires communication. Establish effective communication habits with your stakeholders by reaching out to them individually and sending email newsletters for each stakeholder type. You may want to assign different people to manage different stakeholder relationships so you don’t overwhelm any one person on your team. Additionally, you’ll want to choose an opportune time to communicate with your stakeholders. Factors that might influence the messages, timing, and platforms you use to communicate with supporters might include their age, career, lifestyle, or time zone.
  • Reach out to lapsed donors. Sometimes, donors will only contribute to your organization once. If so, you can encourage them to up their support, or inform them of different ways they can still support your nonprofit without contributing monetarily, such as by volunteering or sharing your social media posts. For recurring donors who haven’t contributed in a while, try sending them a gift or explaining new features of your donor program to spark that relationship once again.
  • Collect feedback. Listen to your stakeholders and any feedback they give you, whether it’s solicited or not. Stay true to your organization’s stakeholder guidelines, but also hear your stakeholders out. You want to provide them with a positive experience with your organization, and they may have some valuable suggestions for how to improve that experience.

If you’ve learned anything from this section, it should be that stakeholder relationships require effective communication. In the next section, we’ll dive into more nonprofit marketing ideas specifically focused on improving your organization’s communication skills.

Check out these marketing ideas for nonprofits staying in touch with their supporters.

Marketing Ideas for Nonprofits Staying in Touch with Their Supporters

It takes a lot of effort to keep up relationships with your supporters. With effective and regular communication, your nonprofit can keep supporters around and continue to grow your network. We’ll give you some marketing ideas for nonprofits working on their communication style and supporter involvement.

Once you develop relationships with partners and donors, communicate effectively to keep them with these marketing ideas for nonprofits.

Communication Style

You already know that the messages you communicate to your supporters are vital, but how you communicate those messages is just as important. Here are a few pointers to make sure you send the right messages to the right people in ways that will resonate with them.

  • Be timely. Simply responding to your supporters’ messages quickly shows that you care. Not only does it communicate that you want to address their concerns, but also that you want to respect their time.
  • Stay positive. Keeping a positive attitude in your communications will help supporters create a positive association with your nonprofit. Besides, it’s always more enjoyable to interact with organizations that have an optimistic outlook and kind employees.
  • Store individuals’ preferences in your supporter database. Organizing your supporters’ information in a database not only helps you learn more about them but also how they like to communicate. If you ask for supporters’ communication preferences and store that information in your database, then you can interact with supporters in the ways they prefer.
  • Create supporter segments. Segmentation is when you divide your supporters into categories based on certain characteristics in order to communicate with each group more effectively. There are various ways to segment your supporters. You may choose to divide them by stakeholder type with categories like donors, partners, clients, and board members. Another way to group supporters is by age, location, or length of involvement with your organization. That way, you can send relevant messages to the right people without flooding their inboxes with unnecessary messages.

Communicating with your supporters effectively will create a better reputation for your organization and lead to stronger stakeholder relationships.

Supporter Involvement

Communication goes both ways. You inform your supporters about what’s going on within your organization, but they report back to you with their thoughts and feelings about your nonprofit. These marketing ideas for nonprofits will help you get supporters more involved in your organization:

  • Survey your supporters. Your staff can brainstorm ways to make your organization better, but you’ll never know what more your supporters need unless you ask them. Sending out a survey will allow you to collect valuable feedback and show that you care about improving your supporters’ experiences with your organization.
  • Engage supporters on social media. Social media is built to help people create connections with each other. Strengthen your bonds with your supporters by making your social media presence interactive. For example, take advantage of polls, live stream capabilities, and Q&A features in the platforms you use.
  • Host events. What better way to get people involved than by gathering together in person? Hosting an event allows you to show off your organization and get your supporters excited about it. Deck out your event in branded materials such as table runners for a cohesive look. You can also plan activities such as raffles and games to make the event fun for everyone involved.
  • Interview supporters. As we discussed before, storytelling is a great way to make your marketing personal. For storytelling to work, you’ll need to collect stories from real people involved in your organization. Interview interested supporters so you can learn more about their experiences with your organization and use their quotes to promote your nonprofit across different channels.

Treating your supporters with the utmost care and respect begins with proper communication. You should use a give-and-take approach in which you update supporters about your organization and they give you feedback about your nonprofit in response. That way, you can work together with your supporters to constantly improve your organization.For more marketing ideas for nonprofits, check out these additional resources.

Conclusion & Additional Resources

Nonprofit marketing encompasses a range of considerations. In addition to the regular business concerns of how to promote your organization effectively, nonprofits must also worry about how to do so on a budget. With these marketing ideas for nonprofits, we’ve given you a head start on your marketing strategy to save you time and money.

We went over a ton of marketing ideas for nonprofits in this guide, but there may be some that you want to learn more about. To help you out, we’ve provided some resources that will allow you to dive deeper into some of our suggested nonprofit marketing ideas, including:

  • Google Ad Grants for Nonprofits: The Complete Guide. The Google Ad Grant program is a proven way to push your cause forward. Learn more about marketing your cause using paid advertising with this guide from Getting Attention.
  • 7 Steps to Design Your Nonprofit Logo. Logos build brand recognition among your supporters. Whether you’re creating your organization’s very first logo or refreshing an old one, take a look at this guide to help you out.
  • Creating Your Best Fundraising Flyer: 8 FAQs. If you’re looking for an easy and effective way to promote your organization or upcoming fundraiser, consider creating flyers. This article will answer frequently asked questions about fundraising flyers.
  • 12 Best Nonprofit Graphic Design ToolsA huge element of nonprofit marketing is creating a cohesive experience for your supporters. Using the right graphic design tools will allow you to create images that align with your organization’s branding and design standards.
  • Working with Kwala will help you bring your marketing ideas for nonprofits to life.