Marketing Strategies Archives - Page 2 of 9

7 Strategies for Marketing Payroll Giving to Your Supporters

September 19, 2024/in Learning Center, Marketing Strategies, Fundraising Ideas, Learning Center, Donor communications /by Adam Weinger

According to recent payroll giving statistics, 59% of survey respondents have no familiarity with payroll giving initiatives. Fortunately, however, marketing payroll giving opportunities to your nonprofit supporters can significantly boost participation in the programs⁠—and enhance your overall fundraising efforts.

After all, payroll giving programs allow donors to contribute a portion of their salary to your organization automatically, providing a steady stream of income with minimal effort. However, many potential donors remain unaware of this giving method or how easy it is to participate.

In this post, we’ll explore seven practical strategies to help you market payroll giving and make it a core component of your fundraising plan.

Create a Payroll Giving page on your nonprofit website.
Incorporate payroll giving in your email marketing.
Promote payroll giving initiatives on social media.
Collect and leverage employment information in your outreach.
Consider donors already eligible for other workplace giving programs.
Collaborate with corporate partners to highlight the opportunity.
Offer exclusive incentives for payroll giving donors.

By implementing the right marketing strategies, you can educate your supporters, promote the convenience of payroll giving, and inspire long-term donor engagement.

Let’s begin!

1. Create a Payroll Giving page on your nonprofit website.

Starting off, you’re going to want to market payroll giving programs prominently throughout your nonprofit or school’s website. A dedicated payroll giving page on your nonprofit’s website is a powerful tool for educating potential donors about this giving option, serving as a centralized hub where supporters can easily learn about the benefits, process, and impact of payroll giving.

Start by explaining what payroll giving is, highlighting how it allows employees to contribute to your cause directly from their paycheck on a recurring basis. Ensure the page features clear instructions on how to enroll in payroll giving, too, such as through their employer’s CSR platform or by contacting their HR department.

You’ll also want to emphasize the convenience of payroll giving. Once donors sign up, they don’t have to worry about making regular donations manually. It’s a simple, consistent, and tax-efficient way to support the cause they care about.

2. Incorporate payroll giving in your email marketing.

Email marketing is one of the most effective ways to reach your nonprofit’s supporters, and incorporating payroll giving into your email campaigns can significantly boost participation.

Start by crafting a compelling email that educates your audience on the advantages of payroll giving, emphasizing its ease, convenience, and long-term impact. Highlight the benefit of steady, recurring donations for your organization, personalizing the message to show supporters how their payroll donations can drive meaningful change in the community or cause they care about.

Include clear calls-to-action in the email, encouraging recipients to enroll in payroll giving through their employer. You can link directly to your nonprofit’s payroll giving webpage or provide detailed steps for contacting their HR department to inquire about the program. It’s also helpful to include examples of companies that offer payroll giving or suggestions for how donors can advocate for the program if their employer doesn’t currently provide it.

For the best results, we recommend regularly mentioning payroll giving in different types of email communications⁠—such as newsletters, thank-you emails, or special campaign updates. This keeps the option top of mind for donors while reinforcing the importance of their continued support.

3. Promote payroll giving initiatives on social media.

Social media is a powerful channel for engaging with your nonprofit’s audience, and it can be a highly effective tool for promoting payroll giving programs, too.

Use platforms like Facebook, Twitter, LinkedIn, and Instagram to share posts that explain what payroll giving is and how supporters can participate. Share success stories, testimonials, or case studies from current payroll donors to demonstrate the program’s real-world impact. Not to mention, visual content like infographics or short videos can be particularly effective in grabbing attention and communicating key messages.

Regularly include payroll giving in your content rotation, using relevant hashtags to increase visibility when appropriate. Remember: the goal is to ensure supporters are consistently reminded about this giving option and can easily find the information they need to get started.

4. Collect and leverage employment information in your outreach.

The more you know about your donors, the better you can engage them in workplace giving programs like payroll deductions and more. Specifically, having access to accurate and up-to-date employment data can go a long way.

But how can you collect this information? Start by incorporating questions about employment during the registration or donation process. Ask supporters to share the name of their employer, as well as whether they are aware of any workplace giving programs like payroll giving, matching gifts, or volunteer grants.

Once you’ve collected employment data, segment your donor list by company and customize your communications based on the giving opportunities available at those businesses. For example, if you know that a particular company offers payroll giving, you can send targeted emails to employees at that company, providing detailed instructions on how they can enroll in the program. If their company doesn’t currently offer payroll giving, encourage those donors to advocate for it within their workplace.

Top tip: If you lack quality employment information about your donors, consider utilizing a data enhancement service. This will allow you to fill in some gaps and provide the information you need to identify the best workplace giving programs in your network!

5. Consider donors already eligible for other workplace giving programs.

When it comes to workplace giving, most participating companies offer more than one way for employees to get involved. For example, statistics indicate that nearly two-thirds of companies report matching employee payroll contributions, and many of the top matching gift companies offer volunteer grants, too.

But what does that mean for your team?

Supporters who already participate in other workplace giving programs, such as matching gifts or volunteer grants, may be ideal candidates for payroll giving initiatives. To target this segment, begin by identifying donors who have previously submitted matching gift requests or applied for volunteer grants. These individuals already have a relationship with their company’s corporate social responsibility initiatives, which makes them a strong target audience for payroll giving.

In your outreach, emphasize the complementary nature of payroll giving to other workplace programs. You’ll want to acknowledge their previous participation in workplace giving programs and thank them for their ongoing support. Then, introduce payroll giving as a way to streamline their contributions and make an even greater difference. You can even highlight how their regular contributions through payroll giving can be further amplified through matching gift programs, doubling, or even tripling their impact.

6. Collaborate with corporate partners to highlight the opportunity.

Nowadays, more and more organizations are beginning to take an increasingly proactive approach to marketing payroll giving programs to their supporters. Still, many companies choose to promote the opportunity to their employees, too. And for that reason, collaborating with the businesses offering the programs can go a long way in heightening visibility and participation.

Start by reaching out to companies that already support your nonprofit through donations, sponsorships, or volunteer programs. Ask if they have a payroll giving program in place and discuss ways to promote the initiative to their employees. This could even involve co-branded marketing materials, such as email templates, flyers, or social media posts that both the company and your nonprofit can share with their audiences.

7. Offer exclusive incentives for payroll giving donors.

To encourage supporters to participate in payroll giving, consider offering exclusive incentives that reward their commitment to ongoing contributions. This can make the process more appealing and demonstrate your nonprofit’s appreciation for their support.

While it will likely vary based on the wants and needs of your particular audience, potential incentives may include…

Public recognition, such as listing names on a dedicated “payroll giving wall” on your website or donor newsletters. (Top tip: Public recognition can foster a sense of pride and community among payroll donors, motivating others to join, too!)
Access to exclusive events, such as virtual meet-and-greets with your organization’s leadership or tours of your facilities.
Branded merchandise, like T-shirts, tote bags, or water bottles, as a thank-you for committing to payroll giving.

Consider tying incentives to donation milestones, such as offering a special gift to donors who have contributed for a certain number of months or reached a specific donation amount. This not only encourages initial sign-ups but also helps retain donors over the long term.

Wrapping Up & Additional Resources

Effectively marketing payroll giving can transform the opportunity into a powerful, recurring revenue stream for your organization. By leveraging digital and other marketing tactics to educate supporters and partner with companies in your network, you can unlock the full potential of workplace giving and build stronger, more consistent donor relationships.

As you implement the seven strategies above, you’ll not only raise awareness of payroll giving but also encourage long-term contributions that help sustain your nonprofit’s mission. Don’t let the opportunity go to waste!

For more information about effectively marketing payroll and other employee giving opportunities, check out the following resources:

The Ultimate Guide to Marketing Matching Gifts. Discover the most effective strategies for promoting corporate matching gift programs to your nonprofit’s supporters. This comprehensive guide walks you through the key tactics to increase donor engagement, raise awareness of matching opportunities, and maximize the impact of employer-matched donations.
Marketing Corporate Volunteerism | A How-To Resource For Orgs. Corporate volunteerism is a powerful resource for nonprofits, but how do you encourage businesses and their employees to get involved with your organization? This guide provides actionable steps for creating compelling volunteer opportunities that align with employee interests and CSR goals.
Tracking Payroll Giving: A Nonprofit’s Step-by-Step Guide. Payroll giving can be a valuable and consistent source of funding, but tracking those donations is essential for success. This guide outlines the process nonprofits should follow to track payroll giving contributions efficiently, from registering with payroll platforms to monitoring and reporting on giving patterns.

The title of this article: How to Hire A Google Grants Agency + Best Firms

How to Hire A Google Grants Agency + 8 Best Firms for 2024

September 10, 2024/in Lists and Rankings, Learning Center, Marketing Strategies /by Adam Weinger

The Google Ad Grants program empowers nonprofits to connect with prospects searching for causes like theirs around the globe. However, maximize the program’s potential requires a strategic approach.

Google Grants agencies specialize in helping nonprofits fully leverage the program. They handle everything from applying for the program to picking the best keywords, removing the learning curve so you can focus on your mission and engage new constituents.

Whether you’re new to Google Ad Grants or looking to refresh your account management strategies, a Google Ad Grants manager can elevate your ad campaigns and keep your account compliant with Google’s rules. In this guide, we’ll cover the program basics and recommend top Google Grants agencies to help you make the most of your $10,000 monthly grant. Here’s what we’ll cover:

An Overview of Google Ad Grants Management
How A Google Grants Agency Can Help Your Nonprofit
How To Choose A Google Ad Grants Manager
8 Recommended Google Grants Agencies

At Double the Donation, we’ve witnessed organizations achieve remarkable results with corporate giving programs like Google’s. While we focus on employee giving programs like matching gifts, we believe Google Ad Grants can also significantly enhance your organization’s impact. Let’s explore how specialized agencies can streamline this process.

An Overview of Google Ad Grants Management

Before researching specific Google Grants agencies, make sure you know what Google is offering eligible nonprofits through the program. This will help you understand whether outsourcing the work to a professional is the right move. If you’re already well-versed in Google Ad Grants, feel free to jump ahead to learn how an agency fits into your strategies.

What is the Google Ad Grant?

The Google Ad Grants program is a corporate giving initiative that gives 501(c)(3) organizations $10,000 every month to spend on amplifying their pages in Google search results. That adds up to $120,000 every year that qualifying nonprofits can invest into marketing their missions.

Nonprofits pick the landing pages they’d like to promote, then build ad campaigns that target different keywords related to their mission. The goal of the program is to help nonprofits scale their impact by getting in touch with more donors, volunteers, and advocates online.

So long as your nonprofit complies with the program’s guidelines, the grant will automatically renew each month. The program has pretty strict guidelines for eligibility and ongoing compliance. That’s why organizations typically outsource account management to Google Ad Grant marketing agencies who will oversee their campaigns and keep their accounts compliant.

Are Google Ad Grants worth it?

Since 2001, Google has awarded over $10 billion in free advertising to 115,000+ nonprofits in 51 countries, according to recent nonprofit marketing statistics. Your nonprofit can easily become part of this amazing program!

While it can be challenging to create winning ad campaigns, any organization can (and should) apply for the program. It’s $10,000 of free funding every month that can amplify your cause if you allocate it strategically. With proper Google Ad Grants management, the program empowers your nonprofit to:

Increase online conversions such as event signups, donations, and volunteer registrations
Connect with lifelong supporters who are motivated by your cause
Bid on competitors’ keywords so your ads can show up alongside their listings
Build brand awareness and spread awareness for mission-centric operations like matching gifts
Establish authority in your field and become a trusted resource for your mission

To make the most of the program, have someone at your organization spend a few hours each week learning about Google Ad Grants management. If you face limited staff bandwidth and can’t invest enough time into your campaigns, outsource the work to a dedicated Google Ad Grants manager.

Either way, $10,000 a month is a good chunk of change that will pale in comparison to the amount of staff time you spend or the money you pay an expert to manage your campaigns.

Why should I invest in Google Ad Grants management?

This Google Ad Grants impact report shows that nonprofits can see incredible returns with proper Google Ad Grants management. In fact, search ads offer the highest ROI among paid advertising platforms for nonprofits.

Google processes 3.5 billion search queries daily and accounts for over 90% of the search engine market, making it the world’s most popular search engine. Advertising your cause on Google connects you with a vast audience, and effective grant management ensures you deliver the right content to the right individuals.

However, getting started comes with a steep learning curve, from conducting keyword research to maintaining compliance with Google’s standards. With your team’s busy schedule, dedicating enough time to manage your Google Ad Grant may be challenging.

Investing in professional Google Ad Grants management offers several benefits:

Fast setup: Apply for the program and launch your campaigns quickly with expert guidance.
Compelling ads: Experts can create ads that resonate with your target audience and drive engagement.
Easy navigation of the program’s complexities: Expert management helps you overcome the learning curve of keyword research, bidding procedures, and compliance rules.
Results monitoring and optimization: Professionals can analyze your performance data and make necessary adjustments to maximize your impact.

Especially when working with a Google-certified agency, you’ll gain access to the best advice and a direct line to Google for any account issues.

How A Google Grants Agency Can Help Your Nonprofit

From determining your eligibility to finding the right keywords, a lot goes into effective Google Ad Grants management. That’s where a dedicated Google Grants agency comes into play.

Agencies will take the guesswork out of account management and develop winning campaigns that supercharge your marketing efforts. They spend their time understanding the program’s requirements and learning how to leverage relevant tools that will maximize their clients’ results. Specifically, they help nonprofits with the following:

Google Grant applications. If you haven’t applied for the program, an agency will help you do so by creating your Google For Nonprofits account, getting verified by Percent, ensuring your website has promotable content, and guiding you through your application.
Keyword research. A Google Grants agency will develop ad campaigns that target the right keywords. They’ll research keywords associated with your cause and pinpoint the ones that qualified prospects are searching for online.
Campaign management. A healthy account will have anywhere from 3-5 active campaigns. An agency will actively track these campaigns, report on performance, and make adjustments to your online content to maximize results. Through Google Analytics and Google Tag Manager, they can create live dashboards and reports that keep you looped into your campaigns’ performance.
Monthly compliance. The program’s guidelines are extensive, and by not complying, your account might be deactivated. Your Google Grants agency will make sure you’re always complying with the program’s guidelines. Some of these include maintaining a 5% clickthrough rate, avoiding single-word or generic keywords, and responding to the annual program survey. When you hire a Google-certified agency, you’ll have access to the program’s latest guidelines, even if they haven’t been formally announced.
Landing page tips. Your grant money will go to waste if the pages you’re promoting don’t inspire users to convert. Some agencies provide advice for improving your landing pages to help boost traffic and conversions.
Reactivation if needed. Ideally, your Google Grants agency will keep your account in good standing. However, things happen, especially considering the program has pretty strict guidelines. If your account ever gets suspended, your agency will help reactivate it. Better yet, an agency certified by Google will give you direct access to the Google Grants team, making it easier to resolve any issues.

A Google Grants agency knows what it takes to create winning campaigns that inspire users to click through to your website. And like we mentioned, the money you spend on hiring a professional will be well worth it compared to the $10,000 in marketing money you’ll receive every month.

If you’re curious about any of these services, Getting Attention’s Google Grant agency guide explores how agencies help nonprofits in-depth. That way, you can understand if investing in an agency is the right move.

What Is A Google Partner?

Any marketing agency can offer Google Grants management services. While some promising startup agencies can provide sufficient services, nonprofits can ensure they’re hiring a reliable agency by choosing a certified Google Partner.

A Google Partner is an organization that has earned a certification from Google for demonstrating expertise in managing Google Ads accounts. To become a Google Partner, a company must meet specific requirements set by Google, including:

Proficiency in Google Ads: The company must have employees who are certified in Google Ads, demonstrating their knowledge of successful management of Google Ads campaigns.
Performance Requirements: The company must maintain strong ad performance across their managed accounts, showing that they can effectively drive results for their clients.
Client Spend: The company must meet a certain level of ad spend across their managed accounts, which shows their experience in handling a significant volume of advertising campaigns.

Being a Google Partner provides a company with access to special benefits, including training and support from Google, early access to new features, and the ability to display the Google Partner badge on their website and marketing materials.

This designation is a mark of trust and expertise, indicating that the company is recognized by Google as capable of effectively managing Google Ads campaigns and maximizing the return on investment for their clients.

How To Choose A Google Ad Grants Manager

At this point, you’re almost ready to explore different agencies. As you explore your options, you should take certain steps to make sure you find a Google Grants agency that you can fully depend on to make the most of this CSR opportunity.

For instance, you’ll want to:

Find Google Ad Grants managers that meet your criteria. Many nonprofits look specifically for partners who are certified by Google. That’s because these professional Google Grants agencies have been vetted by the Google Grants team. When exploring these agencies, look for partners that offer services for the specific areas you need help with. For instance, for full transparency into your campaigns’ performance, double-check that your Google Ad Grant agency will provide comprehensive reports to your team. If you’re seeking help because your account’s been deactivated, prioritize agencies that offer account reactivation services.
Explore their website and offerings. An agency’s website will help you understand their approach and specializations. Read through their offerings thoroughly Oftentimes, an established agency might also include testimonials or case studies that display successful client results.
Reach out to learn more about their approach to Google Ad Grant management. Before choosing an agency, contact them to make sure they’re a good fit. This gives you the opportunity to ask lingering questions and see if their team will mesh well with yours. Many agencies start with a complimentary audit of your account to give you an idea of what working with them will look like.

By walking through these steps, you’ll narrow down your options in no time. Remember, the right Google Ad Grant marketing agency will act as an extension of your team and do everything it can to champion your cause. We recommend choosing a Google Partner since these agencies demonstrate a clear understanding of the program.

Whoever you choose, spending time finding a good fit will pay off in the long run as you’ll be able to fully rely on them to make the most of your grant money.

8 Recommended Google Grants Agencies

To simplify the extensive vetting process, we’ve compiled a list of recommendations, so you can find ones that might be a good fit for your team. Each of these partners works with nonprofits to enhance their Google Ad Grants management and displays knowledge of the program’s requirements and opportunities. Use this list to narrow down your options and request their support when you’re ready.

Getting Attention | Best All-Around Agency

Getting Attention specializes solely in Google Ad Grants management. They’re committed to maximizing your grant money, keeping your account compliant, and connecting you with lifelong prospects through powerful marketing campaigns. Backed by a team of seasoned professionals, they’ll act as an extension of your team and work with you to drive results. By managing every aspect of your Google Ad campaigns, they’ll help get your cause in front of qualified prospects who want to make an impact on your cause.

This agency is also a certified Google Partner, meaning the Google Ads team has personally reviewed their team’s abilities to manage Google Ad accounts properly. Their core services include:

Google Ad Grant Application. If you haven’t already applied for the program, Getting Attention’s experts can check your eligibility for the program and walk you through every step necessary to get your account reviewed and accepted.
Strategy and Campaign Management. They’ll choose goal-oriented conversion actions like donations or volunteer sign-ups. Then they’ll do ample keyword research, craft compelling ads, monitor ad performance, and make adjustments as needed. Not to mention, they’ll stay on top of reporting and pinpoint the most useful opportunities for your team.
Ongoing Compliance. Proper Google Ad Grants management means staying on top of the latest rules. As Google Partners, Getting Attention is one of the first ones to hear about compliance rule updates, so you can keep your account in good standing.
Account Reactivation. If your account is currently lapsed or ever gets suspended, they’ll get everything up to code, so you can continue amplifying your mission.

Getting Started With This Google Grants Agency

Getting Attention strives to be fully transparent with its clients, which is why they don’t charge any upfront fees and instead only charge a monthly fee of $600. Compared to the $10,000 in grant money they’ll secure for you, that’s a small price to pay for expert Google Ad Grants management, especially from a certified Google Partner!

If you require additional services beyond what’s included in their pricing package, they’re open to discussing their experience with you to find a plan that will work. Reach out to discuss your needs with their team today.

Nonprofits Source | Best Agency for Educational Resources

If you’re new to the Google Ad Grant program, the most vital thing you need in this stage is information, and that’s where Nonprofits Source steps in. This digital marketing agency empowers nonprofits to grow their digital footprints, and where it really stands out is its expansive educational library.

Know that they only offer general digital marketing services to nonprofits, though. These services include search engine optimization and web design, which are both essential for improving your Google Search presence. While they don’t manage Ad Grant accounts, they offer plenty of free resources about the program, such as:

An Ultimate Google Ad Grant Guide: Become a whiz on the program by learning the basics and how to use the Google Grant to launch your organization toward its digital marketing goals.
How to Apply for Google Grants: This guide walks through the key steps your nonprofit needs to take to acquire the Google Grant. It even shares pro tips for improving your website to drive more conversions with your ads.
Tips for Hiring A Google Grants Manager: If you still have questions about working with Google Grants agencies, this guide can answer your questions and give you additional recommendations for trusted agencies.

Exploring This Agency’s Resources

Check out Nonprofits Source’s blog for the latest tips in the nonprofit digital marketing world. In no time, you’ll be an expert! You can also partner with them for your SEO and website design needs.

Explore the Nonprofits Source blog!

DNL OmniMedia | Best Consultant for Nonprofit Technology

DNL OmniMedia is a nonprofit technology consultant. Their mission is to help your nonprofit leverage technology in ways that amplify your cause and focus on goals rather than getting bogged down with code and data. While they don’t specialize solely in Google Grants, they do offer services that will help enhance your Google Ad Grants management.

Their pay-per-click (PPC) marketing services include:

Google Grant strategy. DNL OmniMedia can make sure that your Google Ad Grant strategy aligns with other aspects of your nonprofit’s strategy. They’ll help you create a keyword strategy that makes sense for your cause and connects you with the right prospects.
Ad copy development. Their digital marketing experts will write and test ads that are designed for optimum impressions and clicks. That way, you can inspire readers to click through to your site.
Website development. Backed by a team of skilled developers, DNL OmniMedia will help you create your website and amplify your online presence. That way, you can create valuable landing pages for your Google Ad Grant campaigns that drive users to get involved.
Reporting. With Google Analytics and Google Tag Manager, DNL OmniMedia will report on campaign performance and interpret the data for your team. This will help improve your site and campaign’s content.

Getting Started With This Google Grants Agency

DNL OmniMedia makes it easy to learn about their services and contact their team by filling out a form on their website. Whether you’re looking to improve your Google Ad landing pages or better understand campaign data, this Google Grants agency is a reliable choice!

Learn more about DNL OmniMedia!

Allegiance Group | Best Agency for General Digital Marketing

Allegiance Group works with nonprofits and associations to transform their digital strategies and grow their impact. Whether you’re focused on fundraising, advocacy, stewardship, or content marketing, they’ll tailor your digital marketing plan to do more good for your cause. One of their digital marketing offerings is Google Ad Grants management.

Their advertising-related services include:

Website content optimization. They’ll evaluate your website’s existing content and create valuable content that you can then amplify through your ad campaigns.
Holistic advertising plan. They’ll identify the best advertising platforms to reach your fundraising, advocacy, stewardship, or content marketing goals. That means you can get help with Google Ads and social media ads. Then, they’ll test different ad formats and creative elements to attract your target audience.
Reporting. With web analytics tools like Google Analytics, Allegiance will deliver reports and real-time dashboards that display your marketing performance, like page views, entrances, and goal assists. That way, you can continuously refine your campaigns.

Getting Started With This Google Ad Grants Manager

Allegiance Group empowers you to create a more holistic approach to your nonprofit’s digital marketing. Explore their site to get a sense of whether their offerings align with your Google Ad Grant needs.

Learn more about Allegiance Group!

RKD Group | Best Agency for Donor Cultivation

RKD Group is a certified Google Grants agency that understand that nonprofits often have trouble making the most of their free advertising money without professional help and aim to eliminate those obstacles for them. They were the first full-service direct-response company to be added to the Ad Grants Certified Professional Community, so you know you’re in good hands if you choose them. From animal welfare groups to veteran organizations, they strive to help all causes succeed by connecting with donors.

Their team of experts will work closely to manage all aspects of your Ad Grants account through services such as:

Account Activation. Between helping you register for Google for Nonprofits and filling out your application RKD Group will help you secure your free grant money.
Ad Creation. Their professional Google Ad Grants team will build high-level campaigns with required ad groups and keywords tied to clear goals. Plus, they’ll write strong ads for you.
Campaign Optimization. Once your campaigns go live, the work doesn’t stop there! Their Google Grants agency will monitor your campaigns’ performance and make adjustments to boost conversions.

Getting Started With This Google Grants Agency

RKD Group makes it easy to amplify your work and take advantage of the opportunities available to your nonprofit. Before lining up a consultation with their team, check out their services to make sure they offer what you need.

Learn more about RKD Digital!

TrueSense Marketing | Best Agency for Search Engine Marketing

As a certified professional Google Ad Grant marketing agency, TrueSense Marketing is a smart addition to your marketing efforts. They’re comprised of professionals with extensive search engine marketing (SEM) experience that can take your Google Ad Grants management to the next level. They’ll handle everything from application to ongoing maintenance, so you can focus on other aspects of your mission.

Some of their services include:

Content Creation. TrueSense can help breathe life into your nonprofit’s stories, so you can connect on a deeper level. They’ll help craft content with compelling offers that motivate donors to give generously. Then, you can amplify that content with Google Ads.
Hands-On Management. TrueSense Marketing will actively manage your account, edit your campaigns to maximize ad performance, and collaborate closely with your team to highlight the most valuable opportunities for your nonprofit.
Multichannel Campaigns. With help from this Google Grants agency, you won’t be confined to search ad campaigns. They’ll help you leverage both paid and organic channels to reach a larger community of prospective clients, volunteers, advocates, and other supporters.

Getting Started With This Google Ad Grants Manager

TrueSense Marketing is devoted to helping you make the most of your $10,000 each month. You can explore their full list of services on their website and determine if they’d be a good fit for your nonprofit.

Learn more about TrueSense Marketing!

Koios | Best Google Grants Agency for Libraries

Koios is a nonprofit organization specializing in digital marketing for public libraries, library advocacy groups, and other public information advocates. Their main service involves using the Google Ad Grants program to enhance the visibility of libraries online. Koios assists libraries in applying for the program, creating effective advertising strategies, and managing their Google Ads accounts.

They help increase web traffic to library websites and resources, particularly by making library catalogs more discoverable in Google searches. Here’s an overview of this agency’s services:

Google Ad Grant Application. They’ll help you register with Google for Nonprofits and apply for the Google Grant. If your application is rejected, they’ll make the necessary adjustments to ensure it’s approved.
Ad Optimization. Koios will create standout ads and monitor your campaigns. They have an incredible 12.8% CTR, which is well above the 5% CTR compliance rule. This helps libraries spread awareness and share the joy of learning.
Catalog Promotion. Their main offering is promoting each library’s Online Public Access Catalog (OPAC) within Google SERPs, allowing the entire catalog to be searchable and visible online.

Getting Started With This Google Grants Agency

Koios works with libraries of varying sizes and tailors its pricing accordingly, offering a 60-day free trial period for new subscribers.

Learn more about Koios!

Reef Digital Agency | Best Google Grants Manager for Australian Nonprofits

Located in Australia, Reef Digital specializes in managing Google Ad Grants among other digital marketing services. They were the first agency in Australia to receive the Google Ad Grants Certified Professional designation, which is a testament to their expertise.

After serving 50+ nonprofits, they know how to unlock the power of the Google Ad Grant. Their featured case studies show that they helped the Australian Cancer Research Foundation reach record-breaking EOFY campaign results via the Google Ad Grant. They also helped Care Careers, which is a job board attract people to work in the disability, community, and aged care sector in Australia. They achieved

Here’s a rundown of Reef’s services:

Balancing Ad Grants and Paid Ads. They help nonprofits show their grant-funded ads wherever possible and use paid ads to supplement any gaps.
Google Grant Compliance. They’ll keep a close eye on your performance to keep your account in good standing with Google.
Supplemental Digital Marketing Services. Reef offers a range of services that can enhance your overall Google Ad performance, including landing page optimization, SEO, and content creation.

Getting Started With This Google Ad Grants Manager

Reef charges based on the complexity of your Google Grants needs. They offer a free Google Ad Grants audit to potential clients.

Learn more about Reef!

Additional Google Ad Grant Resources

The Google Ad Grant program offers an immensely valuable marketing opportunity for your team. You can amplify your work and expedite your mission, but only if you choose the right keywords and deliver optimized landing pages to prospects.

A professional Google Grants agency eliminates the guesswork and makes it incredibly easy to get your content in front of the right audiences.

Plus, agencies that are fully devoted to Google Ad Grants management spend their time learning the ins and outs of the program. They fully understand everything from compliance requirements to keyword research best practices. That way, you can rest assured that you’re creating winning campaigns and that your account will stay compliant. In turn, you can keep receiving your free $10,000 grant every month.

As the only agency fully dedicated to Google Ad Grants on our list, we highly recommend you check out Getting Attention. They offer everything you need to get your account activated and create optimized campaigns. Plus, they’re a certified Google Partner, so you know you’re receiving professional guidance.

Looking to learn more about the program? As you start researching different agencies, check out these educational resources:

Google Ad Grants: The Complete Guide + How to Get Started. Learn all about the program and explore some of the strategies that a Google Grant agency might use to optimize your account by exploring this guide.
Corporate Philanthropy Examples: Companies Doing It Right. Google is just one of many companies that offers generous charitable programs. Explore some other companies that give back to organizations like yours.
Google Grants Eligibility: How To Check If You Qualify. Want to determine your eligibility for the program before hiring a Google Grants agency? Check out our eligibility guide.

Leveraging Volunteer Incentive Programs [Nonprofit FAQ]

September 4, 2024/in Learning Center, Marketing Strategies, About Double the Donation, Company Spotlights, Fundraising Ideas /by Adam Weinger

Volunteer incentive programs are a powerful tool for nonprofits aiming to boost community engagement and maximize their impact. These programs, which involve companies rewarding employees for their volunteer time and efforts, can take many forms. And they can range from volunteer grants (or Dollars for Doers) to paid volunteer time off and more.

For nonprofits, understanding and leveraging these programs can mean more volunteers, increased funding, and stronger relationships with corporate partners. In this guide, we’ll explore the ins and outs of volunteer incentive programs⁠—and practical strategies for making the most of them.

Specifically, we’ll answer the following questions:

What are Employee Volunteer Incentive Programs?
What are the most popular types of Employee Volunteer Incentives?
What benefits do Volunteer Incentive Programs offer?
What are some examples of companies with standout Employee Volunteer Incentive Programs?
How can nonprofits maximize the impact of Volunteer Incentive Programs?

Ready to make the most of available corporate volunteer incentives for your nonprofit team? Let’s dive in.

What are Employee Volunteer Incentive Programs?

Employee Volunteer Incentive Programs, also known as corporate volunteer programs or employee volunteer incentive initiatives, are structured efforts by companies to encourage and reward their employees for participating in volunteer activities.

These programs are designed to promote corporate social responsibility, enhance employee engagement, and support community involvement.

What are the most popular types of Employee Volunteer Incentives?

Volunteer incentives are not a one-size-fits-all experience. In fact, there are a number of ways for companies to participate in corporate volunteerism and incentivize their employees to do so as well.

As a nonprofit or school, some of the programs you’re most likely to come across include:

Volunteer Grants
- Companies offer monetary donations to nonprofits based on the number of volunteer hours employees contribute. For example, a company might donate $25 for every hour an employee volunteers.
Paid Volunteer Time Off (VTO)
- Companies provide employees with paid time off specifically for volunteering during the regular work day. This is above and beyond any other paid time off and can range from a few hours to several days per year.
Team Volunteering Events
- Companies organize group volunteering activities that encourage employees to participate together, fostering teamwork and camaraderie while supporting a charitable cause.

The more familiar you are with popular employee volunteer incentives, the better you’ll be able to market the opportunities to your audience.

What benefits do Volunteer Incentive Programs offer?

Volunteer incentive programs are a particularly valuable form of corporate philanthropy, and the impact extends from the companies offering the programs to the organizations receiving support and beyond. Let’s take a look at the key benefits for each party involved.

For Nonprofits

Increased Volunteer Participation: Volunteer incentive programs encourage more employees to donate their time, providing nonprofits with a steady stream of supporters ready to get involved.
Additional Funding: Programs like volunteer grants or dollars for doers translate volunteer hours into financial support for nonprofit organizations, providing a greater volunteer program ROI.
Enhanced Visibility: Participating in corporate giving programs can raise the profile of nonprofits, attracting more volunteers and donors who may otherwise have no familiarity with your cause.

For Companies

Employee Engagement: Encouraging volunteerism boosts employee morale, satisfaction, and retention by aligning work with personal values and passions.
Corporate Reputation: Companies that actively support volunteerism improve their public image and demonstrate a commitment to social responsibility.
Team Building: Group volunteer activities strengthen relationships among employees and build a positive corporate culture.

For Employees

Personal Fulfillment: Volunteering allows employees to give back to their communities, fostering a sense of accomplishment and purpose.
Skill Development: Employees can develop new skills and gain experiences that may be beneficial in their personal and professional lives.
Recognition and Rewards: Employees receive acknowledgment and rewards for their volunteer contributions, enhancing job satisfaction.

What are some companies with standout Volunteer Incentive Programs?

Many companies have implemented exemplary Volunteer Incentive Programs that encourage and support their employees’ volunteer efforts. In doing so, these businesses demonstrate the positive impact of well-structured Volunteer Incentive Programs, not only supporting their employees’ philanthropic efforts but also strengthening their communities.

Familiarizing yourself with these initiatives can go a long way in allowing your team to target the programs effectively. Here are some key examples you should know:

Chipotle Mexican Grill

Chipotle encourages employee volunteerism through its “Chipotle Community Roots” program, which offers paid time off for volunteering and supports team volunteer events. While it can vary greatly, the company’s primary focus is on initiatives that promote food sustainability, education, and environmental preservation.

Employees are also encouraged to participate in other forms of philanthropy, including through the company’s CLMA-designated matching gift program (complete with seamless matching gift auto-submission functionality!).

Gene B. Glick Company

Gene B. Glick Company fosters employee volunteerism through its corporate social responsibility efforts, particularly focusing on local community engagement and social services. Employees are offered up to 8 hours of paid time off to volunteer with various nonprofit organizations each year.

The CLMA-designated company also offers a standout matching gift program, with exclusive auto-submission streamlining the process for employees to get involved.

EY

EY (Ernst & Young) encourages employee volunteerism through its EY Ripples CSR program, which leverages employees’ skills to address global challenges. Employees are offered paid time off to volunteer, focusing on education, supporting entrepreneurs, and accelerating environmental sustainability.

This also encapsulates EY Connect Days, or quarterly days of service in which 22,000+ EY employees volunteer with nonprofit causes in 20 countries across the globe.

Siemens

Siemens promotes volunteerism through its Corporate Citizenship program, which includes paid volunteer time off for employees. The company encourages employees to engage in community service, particularly in areas related to education, technology, and sustainability. The company also offers team volunteer grants to amplify the impact of employee volunteerism.

IBM

IBM’s volunteer program, Corporate Service Corps, is dubbed “a Peace Corps for the corporate world,” sending teams of employees to work with nonprofits and government organizations on critical societal challenges. Employees can also participate in the On Demand Community, where they access resources (including up to 8 hours of volunteer time off) to donate their specialized skills in local communities.

As another incentive, IBM offers volunteer grants for employees, enhancing the impact of their time with grants worth $10 per hour after the first 10 hours are recorded, up to a maximum grant amount of $500.

Infobip

Infobip supports employee volunteerism through its volunteer incentive program Bippers4Community. This corporate social responsibility initiative encourages employees to contribute their time and skills to community service projects, promoting a culture of giving back by providing opportunities for employees to participate in company-organized volunteer events. This includes both BipUp Skills, an online volunteering program, and BipUp Teams, the onsite volunteering component.

Cisco

Cisco supports employee volunteerism through its WeAreCisco program, which includes up to 80 hours of paid time off for volunteering and volunteer grants worth $10 for every hour an employee volunteers. The company encourages employees to participate in volunteer activities that align with their passions, providing a platform to make a positive impact on their communities.

Toyota

Toyota’s volunteer incentive program, Toyota4Good, offers employees paid time off to volunteer and supports matching gifts for nonprofit donations. Toyota encourages employees to engage in volunteer activities that align with its focus on education, environmental sustainability, and community improvement. And employees are encouraged to request volunteer grants for their time, with two tiers of grants available after 50 and 100 hours.

Intel

Intel’s global corporate volunteer program, Intel Involved, encourages employees to contribute their time, technology expertise, and other skills to nonprofits in need of their services. This includes its volunteer grant program, through which employees can request generous company funding on behalf of the organizations they support.

Over the last decade, Intel employees (and retirees!) have donated more than 10 million hours in their communities!

Bank of America

Bank of America writes that “We support our employees’ volunteer efforts through programs such as a robust volunteer platform, volunteer grants directed to nonprofit organizations where employees volunteer regularly, matching gifts which double the impact of employee giving and additional employee giving opportunities.” This volunteer incentive program is deeply engrained in the company’s culture, offering 2 hours of VTO each week as well as volunteer grants worth $500 or $1,000.

Google

Google’s annual month-long volunteer program, GoogleServe, provides a chance for “Googlers” across the world to give back by partnering with nonprofit causes. This project has been ongoing for over a decade, and most recently saw more than 25,000 Google team members from 40 countries participating with nearly 1,000 organizations.

Not to mention, all Google employees are encouraged to request up to 20 hours of paid time off to partake in volunteer activities each year. And hours spent outside the VTO program qualify for volunteer grants equal to $10 for every hour!

How can nonprofits maximize the impact of Volunteer Incentive Programs?

Volunteer Incentive Programs can be a game-changer for nonprofits by boosting volunteer engagement, securing additional funding, and strengthening community ties. To fully leverage these programs, nonprofits need to adopt strategic approaches that enhance the overall effectiveness and impact of their volunteer efforts.

Here’s how organizations like yours can do so:

1. Promote Volunteer Incentive Programs to Volunteers

Unfortunately, many individuals who qualify for volunteer incentive programs through their employers will have no awareness of the initiatives in the first place. If their companies don’t sufficiently promote the programs to their workforce, it’s up to your team to spread the word.

To increase awareness and boost participation, market corporate volunteer incentives in your volunteer newsletters, email correspondence, text messages, phone calls, and more. And don’t forget about your nonprofit’s website, either. In fact, we recommend embedding a volunteer incentives database directly into your Volunteers page to make it as easy as possible for individuals to locate program information and get involved.

2. Create Meaningful Volunteer Opportunities

Design volunteer opportunities that align with the values and goals of your corporate partners and their employees to get more volunteers on board.

You’ll want to offer a diverse range of opportunities through which corporate volunteers can get involved. From short-term projects to ongoing commitments, plan to cater to different interests, schedules, and incentives. Check out these recommended ideas to get started!

3. Implement Efficient Tracking and Reporting Systems

Most companies establish some sort of time-tracking requirements in order to pay out volunteer incentives such as dollars for doers grants or VTO hours. Implementing an intuitive volunteer tracking system, backed by reliable tools and software can go a long way in ensuring individuals have the resources they need to complete their requests.

4. Recognize and Reward Volunteers

Individuals participating in their employers’ volunteer incentive programs are going above and beyond for your cause. Therefore, it’s a good idea to regularly thank, recognize, and reward them for their support.

Share success stories and testimonials (including photographic evidence!) on how volunteer contributions have made a tangible difference in your mission. This can include in your newsletters, website, social media pages, and more.

Keep in mind that public acknowledgments can also function as a marketing tool⁠—leveraging social proof and encouraging others to get involved in the same way.

5. Leverage Technology for Uncover Opportunities

Since many volunteers won’t know if they qualify for volunteer incentive programs, it’s a good idea to make the discovery process as simple as possible. In other words, you’ll want to provide them with a volunteer incentives database like Double the Donation’s industry-leading solution. This way, all supporters have to do is type the name of their employer, and they’ll be met with company-specific insights regarding their eligibility for volunteer grants, VTO, and more. Plus, they’ll receive direct links to request forms and instructions for getting started.

Even better, the database search tool can be embedded in your nonprofit website, volunteers’ page, or registration forms, thanks to our seamless VMS integrations, making it easier than ever for interested volunteers to access.

Wrapping up & additional resources

Volunteer incentive programs offer a win-win scenario for nonprofits, volunteers, and corporate partners alike. By effectively leveraging these programs, organizations like yours can enhance their volunteer engagement, secure additional funding, and build stronger, more productive partnerships.

With these elements in place, your team can harness the full potential of volunteer incentive programs and make a lasting difference in your community.

Interested in learning more about corporate volunteerism and how your organization can benefit? Check out the following resources to grow your knowledge:

Fuel Fundraising: Access The Ultimate Guide to Corporate Volunteer Grants. Find out how your team can secure funding through corporate volunteer grant programs. Uncover top tips and resources for raising more in this free downloadable resource.
Drive Engagement with our Complete Guide to Volunteer Time Off Programs. Volunteer time off is a popular incentive that can go a long way in driving recruitment, engagement, and retention for your program. Here’s what you need to know!
Standout Strategies for Leveraging Corporate Volunteer Incentives. Explore our top recommended strategies for making the most of employee volunteerism with powerful corporate incentives. Get the guide to learn more and grow your efforts.

Scale up your organization's corporate volunteer strategy with 360MatchPro 💡

Learn how to determine your Google Grants eligibility and get started with the program.

Google Grants Eligibility: How To Check If You Qualify

August 21, 2024/in Marketing Strategies, Learning Center /by Adam Weinger

Did you know Google awards nonprofits with free ad credits to boost their digital presence? It’s true, and it’s all thanks to a program called Google Ad Grants.

Through this program, any organization that meets the Google Grants eligibility requirements receives a monthly grant of $10,000 to spend on Google Ads. When used effectively, this funding can go a long way to boost traffic to your nonprofit website, spread awareness, and increase donations.

If your nonprofit wants to get started with Google Grants, the first step is to apply. In this post, we’ll walk you through questions you need to ask before applying to ensure your nonprofit obtains (and keeps!) your Google Ad Grant:

What are Google Ad Grants?
Why should nonprofits check their Google Grants eligibility?
Are all nonprofits eligible for Google Ad Grants?
What can my nonprofit do to become eligible for Google Ad Grants?
What should I do after confirming my nonprofit’s Google Grants eligibility?
Can my nonprofit lose its Google Ad Grants eligibility?
How do I get started with Google Grants?
How can I make the most of Google Ad Grants?

Applying for a Google Ad Grant doesn’t have to be complicated. Just follow our guide, and you’ll be on your way to your new Google Ad Grants account!

What are Google Ad Grants?

Google Grants (formally known as Google Ad Grants) is a program where Google provides eligible nonprofits with an in-kind donation of $10,000 in monthly ad funding.

But let’s back up even further—what exactly are Google Ads in the first place?

Google Ads are the paid search results that appear at the top of your search results screen based on the keywords included in your query. Here’s an example of what an ad might look like:

In order to see your ads appear here, your nonprofit must bid on relevant search keywords using your Google Grant money.

There are certain compliance requirements for Google Grant recipients, including a $2 cap on your maximum bidding amount and a requirement that all keywords must be relevant to your cause. These restrictions mean that you won’t be able to spend your money on exceptionally high-traffic terms (think “animal rights organization” or “wildlife sanctuary”) or terms that are too general (think “free eBook” or “donate to nonprofits”), but it also means that you’re likely to see greater results from the ads you do run.

If your nonprofit meets the Google Ad Grants eligibility requirements, you can use the grant to promote your donation page, volunteer opportunities, educational content, and other mission-driven initiatives. Plus, you’ll continue to receive the Ad Grant for as long as you meet the program’s criteria.

Bonus! Already have your Google Ads account set up? Learn how to manage your Google Grant and see better results by reading this essential Google Ad Grant management guide from the Google-certified consultants at Getting Attention.

How do search ads differ from organic results?

Nexus Marketing’s guide to SEO for nonprofits explains that when users search keywords or phrases, Google delivers content based on what it assumes the user is attempting to accomplish. Below ads, Google provides organic results, which are pages that have demonstrated their authority and expertise to Google.

Paid and organic methods can both enhance your online presence, and each has its own benefits and challenges. Here are the key differences between Google Ads and organic search results:

Placement: Ads appear at the top and bottom of the search results page and are marked with a “Sponsored” label. Organic listings appear below the ads and are based on relevance to the search query.
Cost: You pay for each ad click, and costs vary based on keyword competitiveness. There’s no direct cost associated with SEO outside of choosing to hire a marketing agency. Rather, you invest time into SEO strategies and content creation.
Time to Rank: Ads start appearing on Google search results pages almost immediately. With SEO, results depend on search engine algorithms and ongoing efforts like backlink building, meaning content can rank highly early on or take some time.
Control: You have more control over which keywords your ads are shown for and who your ads are shown to. You have less direct control over organic rankings since they depend on the search engine’s algorithms and your content’s quality.
Duration: Ads run as long as your budget allows; Google will stop displaying your ads once your budget is depleted. Meanwhile, organic visibility can be sustained long-term with continuous SEO efforts, providing lasting value.

These strategies can complement each other, because Google Ads provide immediate traffic while organic SEO builds sustainable visibility. Know that anyone, including those who aren’t eligible for Google Ad Grants, can implement SEO strategies. For the best results, leverage both methods to market your content and maximize your search engine presence.

Why should nonprofits check their Google Grants eligibility?

Beyond expanding your marketing budget, Google Grants offer advantages for organizations that know how to optimize their funding. A key benefit is that 98% of searchers click on a result on Google’s first page, making Google Ads a powerful tool for driving traffic.

Especially when you put time into Google Ad Grants management, you might experience:

Greater visibility and reach for your nonprofit.
Increased traffic to key landing pages on your site (such as your donation form or volunteer information page).
Greater awareness for corporate giving opportunities.
Free promotion for your online content, including your blog or educational resources.
Potential for online donations, volunteer sign-ups, event registrations, and email list subscriptions.

Depending on your exact Google Ad Grants management strategy, you can use your ads to achieve nearly any goal you have in mind. With a bit of creativity and research, the options are endless!

The bottom line: Google Ad Grants is a highly profitable marketing tool that almost all nonprofits can leverage with very low risk. Through this program, you can put your name in front of thousands of new eyes every day—why wouldn’t you take advantage of that?

Are all nonprofits eligible for Google Ad Grants?

The program can be an exceptional resource for many nonprofits, but it’s important to know that not all organizations are eligible for Google Grants.

Specifically, the following types of nonprofits are automatically ineligible for Google Grants:

Schools or educational institutions (philanthropic arms of educational organizations are still eligible)
Government organizations
Hospitals or healthcare organizations (charitable arms or foundations associated with healthcare organizations are still eligible)

If you don’t meet these initial Google Ad Grants eligibility requirements, you may still be in luck. For instance, Google has similar philanthropic resources for educational institutions, known as Google for Education.

Basic Google Ad Grants eligibility requirements

After confirming that your organization isn’t automatically ineligible, you’ll still need to meet additional Google Ad Grant requirements the program’s coordinators use to ensure that all grant recipients are legitimate charitable organizations. Getting Attention’s guide to Google Grants eligibility breaks the requirements down into a few key pieces. Here’s a checklist based on those recommendations:

To qualify for a grant, your organization must:

Hold valid charitable status in your country. In the U.S., you’ll need to be registered as a 501(c)(3) organization.
Be registered with Google for Nonprofits. (Not registered? We’ll walk you through how to get started in another section.)
Have a functional, updated website that is secured with secure socket layers certification, highlights your mission, and features relevant content.
Adhere to the program policies for using your Google Grant funding. For example, you can’t use your Google Ad Grant to promote anything outside your mission’s scope or sell products that don’t contribute to your organization’s work.

Here’s a video from the Google Partners at Getting Attention that highlights these requirements:

Google implements these standards to make sure it’s only funding valid, upstanding nonprofits who can actually benefit from the ads. Take some time to review their Google Ad Grant requirements as a team (or with your Google Grant management consultant) and make sure you’re up to code. If not, you can always look into alternative fundraising strategies!

The bottom line: Google Ad Grants are not given to all types of nonprofits. Your nonprofit must abide by certain criteria, so make sure you understand the Google Grant eligibility requirements before attempting to enroll.

Should my nonprofit use the Google Ad Grant?

Even if you are eligible for the Google Ad Grant, whether or not you should apply depends on your organization’s goals. While the grant can provide significant benefits, some objectives may be better suited to other marketing strategies.

Here are a few goals that benefit more from other strategies than the Google Ad Grant:

Selling Products and Services: If your nonprofit sells products or services such as curriculum, training, or camp registrations, leverage targeted email marketing, social media advertising, and SEO to directly reach potential customers. These channels drive long-term, organic traffic that’s more sustainable than short-term results from Google Ads.
Boosting Long-Term Traffic: If your goal is to ensure steady traffic growth, SEO provides a more reliable approach than short-term ad campaigns. While paid ads require continuous funding, SEO efforts can yield ongoing benefits long after the initial work is done.
Becoming A Thought Leader: Building authority in your field is often achieved through high-quality content and backlinks. If your nonprofit produces detailed reports or educational resources, focusing on strategies like SEO can help these assets reach a broader audience.
Promoting Events: Promote events like charity runs or educational workshops using SEO, social media marketing, and influencer partnerships. These strategies help you reach a wider audience, generate buzz through engaging content and endorsements, and ensure your event is easily discoverable in search engine results.

The Google Ad Grant offers tremendous opportunities for many nonprofits. However, even if you meet the Google Ad Grants requirements, you should determine whether it’s the best approach based on your organization’s goals.

What can my nonprofit do to become eligible for Google Ad Grants?

If your nonprofit meets the baseline Google Ad Grants requirements but isn’t quite ready to enroll, there are a few measures you can take to get your application approved on the first try.

If you’d like to apply for a Google Ad Grant, there are several approaches your organization could take: you could DIY it, could hire someone onto your team to manage it, or work with a Google Ad Grant management consultant who can walk you through the application process.

Confirming your Google Grants application and completing your application yourself will be the least expensive option; however, it will require the biggest investment of your time.

Google Ad Grant consultants (who often offer other digital marketing or fundraising strategy services) have experience identifying issues that might keep you from receiving a grant and can make sure you don’t get denied on a technicality or mistake.

Once you’ve been approved for your grant, the consultant can help you put together a strategy for maintaining your Google Ad Grants eligibility and using your full $10,000 as effectively as possible!

Basic tips to qualify

Regardless of whether your team works with a consultant, take these steps to prepare for your Google Ad Grants application:

Prepare for the verification process. When you apply for Google for Nonprofits, Google’s validation partner Percent will confirm whether your nonprofit is legitimate, playing a direct role in confirming your Google Ad Grants eligibility. When creating your Google for Nonprofits account, make sure you give them everything they need to confirm that your nonprofit is real.
Make sure your mission is clear. Both on your nonprofit’s website and your grant application, your nonprofit’s mission should be front and center. Make sure Google can quickly understand what programs or efforts you’ll be using Google Ads to promote. Note: it helps to have a concise mission statement and your EIN in the footer of your site.
Update your nonprofit website. You’ll need to connect your Google Ads with your website, so make sure it’s in good shape and complies with legal requirements before applying. It should be secured with SSL encryption, feature a positive user experience, include limited advertisements, and feature quality content about your nonprofit’s mission. (Hint: follow our web design best practices, and your site will be ready in no time.)

From there, you should be on your way to receiving your account and funding. Keep in mind that the Google Ad Grants requirements may change according to Google’s current standards. To limit confusion and frustration, we recommend working with a consultant who can streamline the process. After all, it’s their full-time job to understand Google Ad Grants management, not yours!

The bottom line: There are steps nonprofits can take to increase their chances of receiving the Google Ad Grant, such as optimizing their websites and double-checking their charitable status. For best results, work with an expert Google Ad Grants manager who can get your application approved on the first try.

What should I do after confirming my nonprofit’s Google Grants eligibility?

Once you’re confident in your Google Ad Grants eligibility, it’s time to start the application process! Luckily, when it comes to managing your account, the application is the easy part. Follow these guidelines to start your enrollment:

Sign up for Google for Nonprofits. Along with Ad Grants, Google offers other benefits to nonprofits as part of their Google for Nonprofits program. Once you’re a registered “Google Nonprofit,” you can also access the YouTube Nonprofit Program, Google Workspace, and other useful tools. Visit the Google for Nonprofits website to register, and expect questions about your tax ID, non-discrimination policies, and general contact and organization information.
Wait for verification. As we mentioned, Google works with Percent to verify nonprofits’ legitimacy. The organization typically reviews requests within 2-14 business days, but keep an eye on your email if they contact you for more information or documentation.
Register for Google Ad Grants. Once your Google for Nonprofits application is approved, access the Google Ad Grants application in your Google account. Log in, click “Get started” under Google Ad Grants, enter your website URL, and click “Submit website.” After your site is verified as secure, fill out the Google Ad Grants eligibility form and answer basic questions about your nonprofit and Ad Grant goals. Then, return to the Google Ad Grants section, confirm you’ve completed the form, and click “Submit activation request.”
Accept the invitation from Google. After up to 10 business days, you should receive an email invitation from the Google Ad Grants team to join the program and set up your billing information. Now you’re ready to set up your account!

Completing the application is the easy part; the real work begins when you set up your first campaign. As we’ll discuss below, there are a number of compliance standards you have to follow to keep your Google Ad Grants funding.

Creating Your First Campaign

Once you’ve defined your goals and strategy for managing your Google Grant account, follow these steps to launch your first campaign:

Create your Ads account. Follow Google’s instructions to set up your account. Enter the required information to proceed to ad campaign creation.
Set up your campaigns. Remember, there are a few key Google Ad Grant requirements for program participants. For example, use specific and high-quality keywords, and set up valid conversion tracking via Google Analytics.
Have your account reviewed by Google. After you’ve finalized setup, submit your account for Google’s review using your account ID number (which you can find by clicking the person icon in the top-right corner of your account). Google will review your account to ensure it’s in line with its Ads policies, and you’ll be notified of your approval (or any errors that need to be addressed) via email.

That’s it! Your nonprofit should now have everything you need to start managing your account and driving results with your new ads.

The bottom line: To apply for the Google Ad Grant, sign up for Google for Nonprofits first. Once that’s done, follow Google’s guidelines to complete the Ads registration and approval process following Google’s guidelines, with assistance from your Google Ad Grant manager if needed.

Can my nonprofit lose its Google Grants eligibility?

Managing your account and maintaining your Google Ad Grants eligibility is an ongoing process. If you aren’t maintaining your Ads account to Google’s standards, your grant funding may be suspended temporarily or indefinitely.

To keep your account in good standing, pay attention to all Google Ad Grants requirements, such as:

No single-word, overly generic, or low-quality keywords. Sufficient research will ensure you’re choosing the best Google Ads keywords. Set up an automated rule so the system will pause keywords with a score of 1 or 2, so you can optimize your keyword list and avoid deactivation.
A minimum 5% click-through rate. To improve ad relevance and user experience, Google requires that all nonprofit accounts maintain a 5% click-through rate (CTR). Failing to meet 5% CTR for two consecutive months can result in temporary account deactivation or loss of Google Grants eligibility.
Valid conversion tracking. Set up Google Analytics to track meaningful conversions, such as donations, newsletter sign-ups, or volunteer registrations. You must also report at least one conversion per month.

Though these are some of the most important eligibility and management requirements, they aren’t the only ones. It’s important that your team stays active in your campaigns and is consistently optimizing your nonprofit advertising strategy in order to maintain your account.

Management options to maintain your Google Grants eligibility

You have a few options for maintaining your account, avoid suspension, and maximize your Google Grant results:

Use your existing staff to manage your ad campaigns, which may not be a great choice for smaller organizations already strapped for staff time.
Bring someone on full-time to manage your ads (this is the most expensive option).
Hire a consultant with experience in Google Ad Grant management.

For many organizations, hiring an external consultant is the best choice. A Google Ad Grants manager is generally less expensive than a full-time employee and has the benefit of working with lots of different organizations to achieve various goals. Chances are, they know what strategies work for organizations like yours.

We recommend working with Getting Attention. They’re a certified Google partner, so you’ll know you’re receiving expert insights and leveraging your grant fully. Plus, you’ll have a direct link to the Google Ad Grants team and can get your account working again if you fall out of compliance.

The bottom line: Google requires that accounts meet certain requirements to remain active. By paying attention to these goals, you can keep your account in good standing.

How do I get started with Google Grants?

Now that you know more about Google Grants eligibility requirements and the application process, you’re ready to get started!

Improve your chances of getting approved, maintaining your grant, and seeing great results from your Ad campaigns by working with a Google Grant consultant. Getting Attention offers free consultations to assess your nonprofit’s needs. Plus, they’re certified by Google, so you know you’ll receive Ad Grants account support from trusted professionals.

Their experts will handle every step of the process for you, even beyond the initial application. Here are their core services:

Google Grant eligibility check and application assistance
Campaign creation, including keyword research
Ongoing account management to comply with the Google Grant rules
Campaign reporting
Account reactivation for lapsed and deactivated accounts

Once you’ve assembled your team and are ready to begin your application, head to Google’s Get Started page and click “apply,” and you’re on your way!

How can I make the most of Google Ad Grants?

Acquiring the Google Ad Grant is one thing, but making the most of your funding is another challenge entirely. Properly managing your account is a learning process that involves closely monitoring your campaigns and making adjustments based on what’s working.

From optimizing your website’s content to crafting compelling ad copy, generate more value from the grant with our favorite Google Ad Grant management tips.

1. Optimize your landing pages.

Your landing pages are the web pages you’ll promote via Google Ads. When readers click on your ad, they’ll be directed to whichever page you choose on your site. It’s up to you to pick the ones that are most relevant to their needs.

For example, someone who searches “animal shelter volunteering” is clearly looking to volunteer, in which case, you’d direct them to a volunteer signup page. Someone searching “donate to refugees” is looking to give, which means you’ll want to direct them to a donation form.

Beyond choosing the right landing pages, design your pages in a way that drives users to take action. To optimize each landing page, you’ll want to:

Include your ad’s keywords in the copy and headings of your page.
Feature a strong call to action (CTA).
Establish your brand identity by featuring your official colors and logo.
Include compelling imagery.
Have testimonials or other social proof that speaks to your legitimacy.

Your landing pages will seal the deal for your Google Ads. Make sure each one prioritizes the user experience and makes it incredibly clear that supporting your nonprofit is the right choice for each visitor.

2. Track meaningful conversions.

The primary purpose of the Google Ad Grant is to spread awareness of worthy causes and generate value for participating nonprofits. That’s done by achieving meaningful conversions.

A “meaningful conversion” is any action someone can take that your nonprofit finds valuable to achieving your mission. For example, Google breaks conversions down into a few primary categories:

Purchase or Sale: Donations, purchases, membership sales, ticket sales, and so on
Sign Up: Volunteer sign-up, email sign-up, new membership form completion, event sign-up, and so on
Lead Generation: Information downloads, clicks to call, clicks to social accounts, and so on
View of a Key Page: Time on site, pages per session, watching videos, and so on

You can work toward any conversion goal so long as it supports your work. Think carefully about what types of actions are actually meaningful to your nonprofit, especially considering that the Google Ad Grants team will require you to report at least 1 conversion per month.

3. Carefully choose keywords to display your ads to the right audience.

Your keywords are an essential part of your Google Ads. Think about the terms your prospects are likely searching online to kickstart your brainstorming session.

You can use the negative keyword feature to refine your ads further. NXUnite’s guide to Google Ad Grants explains that “negative keywords are used to prevent your content from showing up in searches that contain certain words.” Adding negative keywords allows you to eliminate searches from people who aren’t looking for content related to your services.

For example, let’s say you’re running ads that target keywords related to saving endangered bears. In this case, you might notice that your ads show up for search queries like “Chicago bears,” “teddy bears,” and “the Berenstain Bears.” To prevent this, use negative keywords that eliminate irrelevant search queries, such as:

-chicago
-teddy
-berenstain

In turn, you’ll ensure your ads only show to qualified prospects, reducing wasted ad spend.

4. Keep SEO in mind.

To maximize your presence within search results and encourage engagement with your cause, integrate your SEO and Google Ad strategies. The right combination of outbound (paid) and inbound (organic) strategies can help you reach and convert more visitors into supporters. Here’s how to make these strategies work together:

Align keyword research. Conduct comprehensive keyword research to identify your highest-return keywords for both paid and organic strategies. When you actively target these keywords with both SEO and paid ads, you’ll maximize ownership over these terms.
Ensure consistent messaging. Consistency across your ad copy and website reinforces your nonprofit’s brand and provides a seamless experience for users transitioning from paid ads to your website.
Optimize your landing pages. High-quality, keyword-rich content improves your organic search rankings and provides a better user experience for visitors who click on your ads, potentially increasing conversion rates.
Create valuable content. Create valuable, keyword-optimized content that aligns with the themes of your Google Ad campaigns. This approach not only boosts your organic rankings but also provides users who click on your ads with relevant and informative content.
Enhance your site’s user experience (UX). A well-structured, easy-to-navigate, and mobile-optimized site with fast loading times positively impacts your organic rankings, keeps visitors engaged, and reduces bounce rates from paid ads.

By aligning your SEO and Google Ad Grant strategies, you can create a cohesive and powerful digital marketing approach that maximizes your nonprofit’s online presence and drives both immediate and long-term results.

The bottom line: Meeting the Google Grants eligibility requirements is only step one. You’ll need to use strategies like optimizing your landing pages and picking the right keywords to make the most of your funding.

Additional Resources

Google Ad Grants are one of the most valuable marketing tools your nonprofit can access. Now that you know how to apply for these grants, you’re halfway to Google Ads success!

Remember, working with a professional can simplify your Google Ad Grant management and help you skip the learning curve that comes with the program. We suggest the certified professionals at Getting Attention for their attention to detail and dedication to helping nonprofits make the most of their $10,000 each month.

Check out these resources for more insight into online marketing and fundraising:

Hiring A Google Grants Manager: A Guide & 9 Agencies. Working with a Google Ad Grants manager will maximize your nonprofit’s results. Explore tips for hiring an expert and get recommendations for top agencies in this guide from Nonprofits Source.
How To Apply For Google Grants & Claim Your Free Ad Credits. If you know you meet the Google Ad Grants requirements, follow the steps in this guide to apply for the program.
Google Ad Grants Training: Top Resources and Courses. There’s plenty of free and low-cost training to maximize your Google Grants results. Maintain your eligibility and create stronger ads by using these training resources.

Marketing Corporate Volunteerism | A How-To Guide For Orgs

August 8, 2024/in Donor communications, Company Spotlights, Learning Center, Marketing Strategies, About Double the Donation /by Adam Weinger

Corporate volunteerism refers to the practice of businesses encouraging employees to volunteer their time and skills to charitable causes. This can take a number of forms, including company-wide volunteer days, paid time off for volunteer activities, skills-based volunteering, and volunteer grant programs.

For nonprofits and schools, corporate volunteerism is a vital tool that can significantly enhance their capacity to achieve their missions. How? Corporate volunteer programs provide these organizations with increased manpower, diverse skill sets, enhanced visibility, and even the potential for financial support and long-term corporate partnerships.

Meanwhile, the companies offering the programs see increased employee engagement and enhanced CSR. However, for each group to reap the rewards of these programs, it’s essential that the efforts are marketed well. And that’s where this guide comes in!

Understanding Corporate Volunteerism Opportunities
Identifying Corporate Volunteer Programs in Your Network
Marketing Corporate Volunteerism to Supporters
Marketing Volunteerism to Corporate Partners
5 Organizations Marketing Corporate Volunteerism Well

Read on to uncover top corporate volunteer marketing strategies and tips you can implement in your own organization’s engagement plan.

Understanding Corporate Volunteerism Opportunities

Corporate volunteerism provides nonprofits, schools, and similar fundraising groups with easy access to skilled volunteers and other invaluable resources. Understanding the types of programs available to your organization and its supporters through their employers allows you to better target lucrative opportunities, deepen engagement with volunteers, and achieve your goals overall.

We recommend familiarizing yourself (and the rest of your team) with the following types of corporate volunteer initiatives:

Individual Volunteer Grants

Volunteer grants, also known as “Dollars for Doers,” are corporate programs where companies offer monetary donations to nonprofits where their employees volunteer. Typically, an employee must spend a set number of hours at the nonprofit for the organization to qualify for a grant, which may be paid out as a lump sum or based on a predetermined hourly rate.

Benefit for nonprofits: This program incentivizes volunteerism and rewards nonprofits with additional financial support!

Team Volunteer Grants

Similar to individual volunteer grants, team volunteer grants provide funding for the organizations at which their employees volunteer. The difference, however, is that team volunteer grants are awarded when a group of employees from the same company volunteer together. Team grants are generally larger in amount, too, providing lucrative funding when groups of employees get involved.

Benefit for nonprofits: This program incentivizes group volunteering among corporate staff and provides generous financial support.

Paid Volunteer Time Off

Paid volunteer time off (or VTO for short) is a corporate benefit where companies provide their employees with a set number of hours they can spend volunteering for nonprofits or community service activities. In other words, employees are encouraged to engage in volunteer work during regular work hours without sacrificing their regular pay.

Benefit for nonprofits: This program provides a powerful incentive for volunteer recruitment, engagement, retention, and more.

Skills-Based Volunteerism

Skills-based volunteerism involves employees offering their professional skills and expertise to nonprofits rather than general volunteer work. For example, a marketing professional might help a nonprofit develop a communications strategy, or an accountant might assist with financial planning.

Benefit for nonprofits: This program allows nonprofits to benefit from specialized knowledge that can significantly advance their mission.

Company-Sponsored Volunteer Days

Company-sponsored volunteer days are organized events where companies designate a day for their employees to volunteer as a group at a specific nonprofit, school, or community project. The company often arranges the logistics, and employees participate during work hours, incentivizing involvement with a free day out of the office!

Benefit for nonprofits: This program empowers organizations to rally corporate employees in group activities, allowing significant progress to be made on large-scale projects in a short amount of time.

Identifying Corporate Volunteer Programs in Your Network

Before you can market corporate volunteerism to your audience, it’s a good idea to uncover the best opportunities in your network. We recommend following these practical tips to do so:

1. Collecting Employment Information From Supporters:

Start by gathering employment details from your donors, volunteers, and other supporters. This can be done through surveys, event registration forms, or during volunteer sign-ups.

Knowing where your supporters work allows you to explore potential corporate volunteer programs they have access to, which could benefit your organization.

2. Researching Employers with Well-Known Volunteer Programs:

Once you have a list of where your supporters are employed, research whether these companies offer volunteer programs. Many large corporations, like Disney, Microsoft, Google, and thousands of others, have established volunteer programs.

Understanding the specifics of these programs can help you tailor your outreach efforts to match their requirements. Get started by looking into top companies offering volunteer grants, top VTO opportunities, and more.

Plus, there’s a significant overlap between companies offering matching gifts and those offering volunteer programs. If you already know of businesses in your network that match employee donations, it’s worth investigating whether they also offer volunteer grants or other volunteer opportunities.

3. Using Corporate Volunteer Databases:

Utilize databases and online platforms that track corporate volunteer programs to make the research process easier than ever before. Double the Donation offers the industry’s most comprehensive database of corporate volunteer information, complete with listings on thousands of companies’ programs.

Leveraging this database can help you quickly identify which companies have programs your organization could benefit from!

4. Conducting Manual Research:

Sometimes, a simple online search can yield valuable information. Try searching for a specific company’s name along with keywords like “volunteering” or “volunteer programs” (e.g., “Home Depot + Volunteering”).

While it will be a more time-intensive approach, this idea can help you discover details about a company’s volunteer initiatives, including opportunities they offer to their employees.

5. Encouraging Supporters to Check with Their Employers:

Lastly, be sure to motivate your supporters to inquire about volunteer programs within their workplaces. Many employees might not be aware that their companies offer volunteer grants or paid volunteer time off. By encouraging them to ask, you can uncover opportunities that might have been overlooked.

Marketing Corporate Volunteerism to Supporters

Marketing corporate volunteerism to individual supporters involves educating and motivating them to participate in and promote these opportunities within their workplaces. Here’s how you might approach this:

Educate Supporters on Corporate Volunteerism:

Start by informing your supporters about what corporate volunteerism is and how it works. Use newsletters, emails, and social media posts to explain the various types of corporate volunteer programs, such as paid volunteer time off, volunteer grants, and team volunteer days.

(P.S.; Check out our customizable marketing templates available for clients within the 360MatchPro platform to get started!)

You’ll also want to include a section about corporate volunteer incentives on your Volunteers page⁠—and embed a company search tool so supporters can easily uncover their available programming.

Communicate the Impact of Corporate Volunteerism:

Share stories and testimonials that demonstrate the positive impact corporate volunteerism has had on your organization. Show how previous corporate volunteer efforts have helped achieve specific goals, whether it’s through completing a project, raising funds, or expanding your programs. This helps supporters see the tangible outcomes of their potential involvement.

Encourage Inquiries at Work:

For those who don’t find corporate volunteer information in your database widget, encourage them to check in with their employers about any available programs.

Many employees may not be aware of the opportunities available to them, so you’ll want to provide them with language they can use to approach their managers or HR leaders about the programs, making it easier for them to initiate the conversation and drive impact for your team.

Promote Suitable Corporate Volunteer Opportunities:

Regularly communicate the volunteer opportunities available at your organization that are suitable for corporate teams or individuals looking to volunteer through their workplace programs. Highlight any upcoming events or projects where corporate volunteers could make a significant difference and make sure these opportunities are well-advertised through your existing channels.

Offer Recognition:

Recognize and celebrate individual supporters and companies that engage their companies in corporate volunteerism. You can even publicly acknowledge their efforts through newsletters, social media, or at events.

Recognition not only makes the individual feel valued but also serves as an example to other supporters who might be inspired to take similar actions.

Leverage Peer Influence:

Encourage supporters who have successfully engaged their employers in corporate volunteerism to share their experiences with others. Peer recommendations can be very persuasive, so consider featuring these stories in your communications to inspire others to take similar steps. You can even encourage eligible volunteers to organize team events with their colleagues to support your cause!

Marketing Volunteerism to Corporate Partners

Marketing corporate volunteerism to corporate partners—both new and existing—requires a strategic approach that highlights mutual benefits, aligns with their corporate social responsibility (CSR) goals , and fosters long-term relationships.

Here’s how you can effectively market these opportunities to companies.

Understand Corporate Goals and CSR Objectives:

Before reaching out to corporate partners, research their CSR goals, values, and past volunteer initiatives. Tailor your pitch to show how partnering with your organization can help them achieve these objectives.

Emphasize how corporate volunteerism aligns with their brand, enhances employee engagement, and contributes to community impact. If possible, provide data that demonstrates how other companies have benefited from similar partnerships with your organization in the past.

Develop Tailored Volunteer Packages:

Create customizable volunteer opportunities that align with the company’s needs and interests. Offer a range of options, from one-day events to ongoing projects, and include both skills-based and general volunteer opportunities. Tailoring these packages makes it easier for companies to see how they can get involved in a way that suits them and their teams.

Highlight the Impact of Volunteerism:

Quantify and communicate the impact of corporate volunteerism on your organization. Provide reports that show how corporate volunteers have contributed to your mission, including metrics like the number of hours volunteered, projects completed, and the overall community impact. Why? Companies are more likely to invest in programs where they can see measurable outcomes.

Recognize Corporate Support:

Publicly recognize and celebrate the contributions of your corporate partners. This can include awards, mentions in your annual report, shout-outs on social media, or hosting a special recognition event. Acknowledging their efforts not only strengthens your relationship but also encourages continued contributions.

Facilitate Employee Engagement:

Make it easy for companies to involve their employees in volunteer opportunities. To do so, you can provide them with promotional materials, sign-up sheets, and detailed information on how to participate. Offer flexibility in scheduling and types of volunteer work to accommodate different levels of employee engagement and interest, too!

5 Organizations Marketing Corporate Volunteerism Well

As you look to revamp your own team’s corporate volunteerism marketing strategy, it’s a good idea to solicit inspiration from other organizations’ efforts. For this reason, we’ve selected a few nonprofits with standout promotional strategies to consider.

Organization #1: NFED

Corporate Volunteer Marketing Spotlight | Dollars for Doers Blog Post

The NFED, or National Foundation for Ectodermal Dysplasias, is a nonprofit devoted to research, education, and support for those affected by ectodermal dysplasias. In order to supercharge their efforts, the organization promotes Dollars for Doers (also known as volunteer grants) as a key way for supporters to enhance their impact.

Take a look at this snippet of the blog post below:

Here’s what this marketing example does well:

Defines the importance of corporate social responsibility
Mentions and links to a matching gifts page for additional information
Encourages volunteers to look into volunteer grant opportunities through their employers
Emphasizes the value and doubled impact of matching gift and volunteer grant programs

Organization #2: United Way

Corporate Volunteer Marketing Spotlight | Volunteer Time Off Blog Post

United Way of the National Capital Area is a branch of the United Way organization headquartered in Washington, D.C. This nonprofit understands the value that volunteerism can offer its cause, and it promotes Volunteer Time Off as a key way to recruit, engage, and retain supporters.

Take a look at this snippet of the blog post below:

Here’s what this marketing example does well:

Uses research to demonstrate the prevalence and widespread availability of Volunteer Time Off programs
Highlights the benefits for companies, their employees, and the organization itself
Provides powerful insights into where VTO programs can be found, including by sector and geographic location
Showcases top opportunities for companies offering volunteer time off for their employees

Organization #3: LLS

Corporate Volunteer Marketing Spotlight | Volunteer Grant Page (With Employer Search Tool!)

LLS, or the Leukemia & Lymphoma Society, is a medical research-based nonprofit dedicated to leading the fight against blood cancers. The organization receives generous support from a wide range of volunteers, and the team provides a number of resources, including a corporate database search tool from Double the Donation, to streamline and increase participation in volunteer incentive programming.

Take a look at the landing page below:

Here’s what this marketing example does well:

Offers an embedded company search tool for volunteers to quickly locate program details, instructions, and forms
Provides a step-by-step walkthrough of the volunteer grant process
Shares important information volunteers may need to complete their volunteer grant applications
Highlights an easy way for supporters to get in touch with additional questions or inquiries

Organization #4: Habitat for Humanity

Corporate Volunteer Marketing Spotlight | Corporate Volunteer Page and Blog Post

Habitat for Humanity is a largely volunteer-based organization dedicated to ensuring every person has a place to live. As a result, the team does a lot to promote corporate volunteer incentives.

Take a look at these resources below:

Here’s what this marketing example does well:

Uses multiple communication channels to promote corporate volunteer programs to their audience
Highlights both volunteer grants and volunteer time off programs, demonstrating a range of opportunities in which individuals can participate
Speaks directly to companies that are considering implementing corporate volunteer programs
Actively drives engagement with a call to action button leading users to a volunteer sign-up page

Organization #5: Florida State Parks

Corporate Volunteer Marketing Spotlight | Corporate Volunteer Opportunities Page

Florida State Parks is a nonprofit organization that works with local governments, park users, researchers, and more to ensure maintenance and upkeep of more than 175 award-winning state parks, trails, and historic sites across the state. A big part of its mission involves empowering volunteers to play a role, and it often leverages corporate volunteer opportunities as a way to do so.

Take a look at the landing page below:

Here’s what this marketing example does well:

Highlights recent companies and teams that support the parks with corporate volunteer programs
Provides contact information for companies or individuals interested in organizing a company-sponsored volunteer event
Enlists photos of real corporate volunteer teams to leverage social proof
Provides examples of various types of volunteer projects companies could host to get involved

Bottom line: Spreading the word about corporate volunteerism is essential, and an organization’s website is one of the best opportunities to do so.

Wrapping Up & Next Steps

Successfully marketing corporate volunteerism requires a thoughtful and strategic approach that highlights the benefits for your organization, its supporters, their employers, and your community as a whole.

By effectively communicating about available initiatives, you can build a stronger, more engaged volunteer base that’s increasingly incentivized to give back to your cause. And you might even get some extra funding out of it all!

Ready to learn more about marketing corporate volunteerism? Check out our recommended resources and further reading:

A Guide to Marketing Volunteer Grants [For Nonprofits]. Explore how nonprofits can effectively promote volunteer grant opportunities to their audiences. Learn about top marketing strategies and more.
A Deep Dive into Marketing Volunteer Time Off for Nonprofits. Make sure your volunteers are informed about VTO opportunities! Follow these best practices to market volunteer time off to your supporters.
Free Download: The Ultimate Guide to Marketing Matching Gifts. There’s often an overlap between companies offering volunteer incentives and those offering matching gifts. Learn how to identify and promote matching here!

Matching Gift Q&A with Workplace Giving Expert Tom Mansmith

August 7, 2024/in Learning Center, Marketing Strategies, About Double the Donation, Donor communications /by Adam Weinger

Matching gifts hold an incredible yet often untapped potential in the world of nonprofit and educational fundraising. To shed light on this powerful tool, we’re excited to present a matching gift Q&A session with Tom Mansmith, consultant and renowned expert in workplace giving and matching gifts.

With more than 20 years of experience in the field as the former Senior Director of Workplace Giving and Matching Gifts for the American Cancer Society, Tom offers invaluable insights and first-hand experience into how nonprofits can maximize their matching gift revenue, engage donors more effectively, and overcome common challenges to drive success.

Whether you’re a seasoned fundraising professional or new to the concept of matching gifts, this conversation is packed with practical advice and actionable strategies. Feel free to watch the video mini-series and read through the transcript below!

1. What are corporate vendor platforms, and what role do they have in matching gifts?

There are a number of corporate vendors who facilitate employee philanthropic giving. These technology providers work on behalf of businesses to streamline and to integrate the employee giving programs, which can include payroll deduction, matching gifts, volunteer grants, cause cards, and incentive programs.

Generally speaking, these providers supply an online platform where companies are able to manage their employee programs. They allow employees to give to accredited nonprofits, log their volunteer hours, pledge their payroll deductions, etc.

On the backend of these sites, nonprofits are able to verify the original contributions for matching gifts, see donor details, and confirm volunteer hours.

These platforms really are an integral part of the matching gift program. It’s not a company’s core business, but it’s part of their core value in employee engagement, so these corporate matching gift vendors play a vital role in the matching gift process.

💡 Recommended Reading: Registering Your Org with CSR Platforms + Key Steps For Each

2. What is the general processing flow when you receive a matching gift payment?

Most matching gifts your organization receives will come from a corporate matching gift vendor who processes the payments on behalf of a company.

Here’s how it works:

→ You’ll navigate to a third-party corporate vendor platform.

→ Go to the “Giving” section, where you’ll see a section for payments and transactions.

→ Once there, it’s going to give you a list of all of the payments your organization has received. Now, it’s a good idea to have the check number, the amount, and whether it was a check or a direct deposit.

→ When you’re on that page, search with the payment ID or date so you get the exact payment.

→ Once you’ve located the payment, you can go through all the donor details, including which employees the company was matching specifically.

This information can be viewed online, but you also have the option to download the reconciliation sheet. I recommend that you download the reconciliation sheet, as it will allow your finance department or yourself to process the payment accurately.

💡 Recommended Reading: Matching Gift Disbursement FAQ: Your Top Questions Answered

3. What are some common roadblocks for nonprofit organizations trying to earn more matching gifts?

That’s a long list, but let’s try to tackle a couple of them.

Leadership buy-in

You should make a real case to your organization’s leadership that matching gifts is a vital part of their overall revenue strategy.

When it says Double the Donation, it truly means doubling a donation.

So, I would make a strong case to leadership that matching gifts is a vital part of their overall strategy, and what that unlocks for you, hopefully, is additional marketing and FTEs, which are critical for processing and marketing for matching gifts.

Lack of staffing

I think everyone has been struggling with this, but if you’re someone who’s handling all of the matching gifts for your organization, you know what I’m talking about.

As you begin to scale, you’ll likely need additional staff. Without leadership’s buy-in, that’s a tough thing.

However, having the appropriate amount of staff for the scale of your matching gift revenue stream is essential. I don’t know about your organization, but I imagine that for small or medium organizations, one or two people can do the job. And for larger organizations, many are stretched, but I would say that more than three people is appropriate for payroll deductions, volunteer grants, and matching gifts as they continue to grow.

Marketing dollars

I think it’s a real roadblock not to look at this both internally and externally. So, communication dollars should be used to socialize matching gifts internally to development staff that are running peer-to-peer events (gala, golf, other types of fundraising) and your corporate development staff, if you have that.

They really all should know something about matching gifts so that when they see an opportunity, they’re able to talk about matching gifts to the decision-makers in companies.

Lack of employment data

Many organizations hesitate to ask for and retain employment information. If you don’t know that someone works for a corporation that has a matching gift program, however, you miss the opportunity to tie their original contribution to that matching gift.

And I know that you can get pushback from your IT team or your event staff, for instance, that they don’t want something else on the registration page. But I’d argue that because it allows you to actually fundraise for the staff, adding “Who do you work for?” is critical for registrations for peer-to-peer events and on the main URL of your fundraising page.

Not taking advantage of technology

For the best matching gift results, you want to really take advantage of all the technology that Double the Donation has to offer in matching gifts.

What I mean by this, one, is that you have a matching gift activation on all of your fundraising pages. And, secondarily, that you’re utilizing 360MatchPro to data-mine contributions that hadn’t been matched, but you find meet the criteria for matching.

💡 Recommended Reading: How Donor Employer Information Boosts Fundraising + Workplace Giving

4. How can I earn more matching gifts?

There are probably three things that I’d tell you. Here’s the first:

Socialize the impact of matching gifts with your developmental team.

Show them the impact and the dollars that donors are leaving on the table by not matching gifts. In fact, I’d even point out some key donors who didn’t take advantage of their matching gift program. That’s a really powerful motivator.

One of the best ways to do so is by providing your team with access to the Matching Gift Academy, which is free for Double the Donation clients to use ($199/year value).

Take full advantage of Double the Donation’s technology.

Make sure all of your donation pages have the DTD matching gift activation on them so employees can take full advantage of that.

Note: Double the Donation integrates with nearly all leading fundraising solutions, donation tools, and CRMs to make it increasingly easy to do so! Check out our integration partners here to see if you can connect your platform!

Regularly check your database through 360MatchPro.

Look for those donors who were eligible for matching gifts but didn’t take advantage of it in the first round. That’s a goldmine for your organization to be receiving additional revenue!

💡 Recommended Reading: 360MatchPro Overview: Scale Up Your Matching Gifts

5. How do you recommend getting matching gift buy-in from your team?

Making an internal business case with different stakeholders will advance matching gifts across your organization. Here are three teams you should consider engaging and getting on board with matching gifts.

Corporate development staff

Those are the individuals who go out and talk to corporations about grants and cause marketing. The third area that they really ought to be talking about is employee engagement, whether that’s payroll deductions, matching gifts, or other programs.

One of the things that matching gifts does is provide specific corporate information about employee engagement. Usually, the decision-makers don’t have a good idea of the level of affinity or employee participation in your cause.

What matching gifts will do is provide that corporate development staff member with some very specific talking points about your organization and the affinity of their employees.

It’ll show increased employee affinity, corporate engagement, and more. There’ll even be some great impact stories that you can research and provide for your corporate development team. Whether those are specific or anecdotal, that storytelling can be a huge part of your corporate development meeting.

And then finally, it provides an opportunity for your corporate development team to upsell. If there’s a big engagement with that company’s employee base, the company is going to be more likely to consider corporate grants or even a cause marketing deal.

Peer-to-peer staff

Whether you’re hosting a golf event, a gala, or a fundraising walk, all of those gifts are matchable for the participants who work for corporations that have matching programs. We’re talking about 65% of Fortune 500 companies.

And so, what does that do for peer-to-peer? Well, #1, it’s a lower cost of fundraising.

That doubled dollar, that second dollar you receive, lowers their overall event fundraising cost. And for most organizations, that’s a metric that leadership is looking at, so matching gifts is the way to do that.

You can even show the dollars that are left on the table. So, a good project is to do a little deep dive on those participants who were eligible for matching gifts. Then, show the potential dollars that could have been collected had matching gifts been presented. Those are dollars that are left on the table, and that’s probably the biggest motivator for peer-to-peer teams: to see what they could have had. And, of course, you’re offering what they can have, so that’s super important.

Then the final thing with peer-to-peer is that matching gifts allows for a deeper dive into that donor or employee profile. Now that you know who they work for, that can lead to more teams coming to support your cause from that corporation, maybe not just localized but a national team.

IT staff

For a lot of organizations, that main donation page URL is managed by the IT staff, so one of the things that I found when we had point of contribution activations for matching gifts is that we saw a greater conversion rate because when individual donors who work for companies think about the fact that their company would double that donation, they’re more likely to give.

We saw an increase in the original contribution, which was great. We also saw people going back in and raising their contribution, then going forward with the matching gift.

And then again also, those donor profiles, knowing who the individual works for, is very important for establishing a good CRM. Not to mention, increased security and API transfers is important to your IT staff, and Double the Dontion’s technology is highly secure with seamless data integrations, too.

💡 Recommended Reading: Matching Gift Buy-In: How to Spark Team-Wide Engagement

6. What are your top 3 tips for communicating matching gifts to your donors?

Communicating the matching gift opportunity is essential for fundraisers such as yourself. Here’s what I recommend doing to get the message across in the most impactful way possible.

Storytelling

I’m a big proponent of storytelling, and I think this is both true for pre-donation and post-donation. A very concise story about the impact of matching gifts should be provided, where the employer acknowledges the donor’s original contribution and recognizes the philanthropic choices of their employees. That’s a great partnership inside of that company, and I think you can tell a story about what those partnerships do to advance your cause. Be concise; I don’t think you have to be too specific but tell the story about their impact.

Generational appropriateness

I’m a Baby Boomer, and I consume information in a way that might be, or is, different from Millennials or Gen Z. I think that you ought to take the time to learn about generational communication differences. What do I mean by that? When you’re creating communications, you should do something more than just send an email, a flyer, or a leave-behind. Instead, you ought to, for example, do TikTok. Maybe you have Instagram or social media posts that can tell that story but in a generationally appropriate way.

Acknowledge the employee-employer partnership

The final thing, and I talked about this a little in the storytelling section, and this may be more true for your development staff that are engaging with corporate decision-makers, but making sure that they have the information available to them to acknowledge the partnership and the impact that it made on your cause.

In this sense, I think that you can be specific, so look at total matching gift dollars raised by employees, total matching gift dollars raised by that employer. Then, put that information in the hands of staff going out to corporations so that they can tell a story about the impact.

💡 Recommended Reading: The Ultimate Guide to Marketing Matching Gifts

7. What other fundraising opportunities can matching gifts uncover?

I think there’s probably three, maybe four. So, let’s take a look at those.

Corporate teams

My guess is that most of you have peer-to-peer fundraising. I would look for an individual who’s on a team, maybe it’s not a corporate team, but you have their employment information. Let’s say they work for a Fortune 1000 company, or that they donated online on your main web page. When they ask to have their gift matched, you uncover that they work for a major corporation.

Those are leads for developing teams within corporations. They obviously have an affinity toward your organization, and I wouldn’t shy away from recruiting from that pool of matching gift donors. Maybe they weren’t on a corporate team, but I would ask them next year to form one for your next big peer-to-peer fundraising event.

Cause marketing and corporate grants

I know this can seem like a stretch; you got a matching gift for $25 or $100, and now you’re going to go ask for a cause marketing deal or a corporate grant. But hear me out⁠—in scale, let’s say you had 50 employees who contributed to your organization, perhaps through a peer-to-peer event, and they all matched. Maybe they’ve even been doing it for a couple of years.

What you have in that organization is a group of employees who have an affinity for your cause. And I think it’s safe to say that the people who make the decisions within the company’s community development or corporate citizenship teams don’t have any idea that that’s going on. So, raising that with those decision-makers is the first step to start talking about other things that the corporation can do. It’s their corporate dollars that make a matching gift. It may not be the meeting, but it’s the knock on the door for upselling in corporate grants and in cause marketing.

Because you can show the affinity of their employees, which, by the way, companies hold very highly, you can begin to hold conversations about how else your organization could partner with a corporation.

Major gifts

How does a $100 matching gift get a major giver? Well, I think you’ll find that if you look in your database, you may have people who are giving much more than $100. Anyone who gives a $500 gift and has asked to match it could be a candidate for a major gift⁠—certainly to pursue it or to investigate it. One of the things I would do is, in your database, look at not just single donations but total annual giving.

If you have people who are giving more than $1,000, and then having that gift matched, I think that those are good candidates for larger gifts. They are obviously people who work for corporations, they may or may not have higher incomes, and those could be pursued by your major gift staff.”

💡 Recommended Reading: How to Identify Corporate Partnerships [With 360MatchPro]

Ready to get started? Schedule a personalized demo with our matching gift experts to see if 360MatchPro is right for you.

Double My Donations With 360MatchPro Now!

Wrapping Up

Tom’s expertise underscores the immense value that matching gifts can bring to any organization or fundraising strategy. By understanding the nuances of these programs and effectively communicating them to donors, teams like yours can unlock a significant source of additional funding.

We hope this matching gift Q&A has provided you with the knowledge and inspiration needed to enhance your matching gift fundraising efforts. By implementing these insights, your organization can not only boost its success but also deepen its connection with donors who are eager to maximize their impact.

Good luck!

Matching gift buy-in across your organization is crucial, and this guide can help you achieve it!

Matching Gift Buy-In: How to Spark Team-Wide Engagement

August 7, 2024/in Learning Center, Marketing Strategies /by Adam Weinger

For nonprofit organizations, every dollar counts, and matching gifts are a straightforward, easy way to skyrocket funds. Once they get past the initial lack of knowledge, most nonprofit fundraisers have no issues getting donors motivated and submitting their matching gift requests. The real issue lies with getting your organization’s leadership and staff on board from the get-go to secure matching gift buy-in.

Unfortunately, team members may not initially see the value of matching gifts. They may think their efforts are better spent elsewhere. But as you probably know, matching gifts are a goldmine⁠—and can truly add up with a proactive team (hence why you’re reading this).

If you want to secure every last matching gift dollar possible, you need everyone on board and promoting matching gifts to donors. It’s up to you to clear the gap and build the momentum needed to generate team-wide engagement.

From leadership to staff, rallying up organization-wide support is crucial to fulfilling your matching gift potential. In this article, we’ll cover exactly what you need to accomplish this, from easy ways to educate your team on the process to data you can use to convey the importance of matching gifts. Specifically, we’ll cover:

Securing Leadership Support
Securing Staff Support
Improving the Matching Gift Process
Data to Share with Your Team

Together, we’ll create an end-to-end plan for securing your portion of the $4 to 7 billion in matching gift funds that go unclaimed each year.

Let’s get started!

Securing Leadership Support

Securing support is easier said than done, but without doing so, any outreach efforts will fall flat. You’ll see a small percentage of matches fulfilled at best. If you fall under this category, take a top-down approach by shifting your focus to leadership.

Sometimes, leadership buy-in can be difficult to acquire. However, you need to get those who are in control to see the value of matching gifts. Attaining support from these powerful individuals gives you the momentum you need to get the entire organization motivated for matching gifts. This is because these individuals can advocate for matching gifts and quickly spread the word to their subordinates.

So this begs the question: how exactly do you secure leadership support?

Considering that many nonprofits are stuck at the mixed buy-in stage and often struggle to get full support, building momentum takes a targeted, proactive approach. Here are great starting points for honing in on high-powered individuals within your organization:

Spend time thinking about matching gifts.

If you’re concerned with the amount of time needed to develop a matching gift strategy, start small. The amount of time necessary for optimizing your strategy is minuscule compared to the amount of matching gifts you could be receiving. All it takes is 3 hours a month.

Each month, return to these core components and add on as you see fit:

Which donors are eligible but haven’t submitted their matches yet? Reach out and drive these matches to completion.
What are the top companies where your donors work that don’t have matching gift programs? Initiate a conversation with them.
Can you identify companies that have had several donors submit matching gifts to your organization? Implement targeted outreach to foster deeper relationships with those employers.

Once you’ve fallen into a routine of consistently evaluating and improving your strategy, urge your leadership to do the same. The more time you spend thinking about matching gifts, the more refined and effective your strategies will be.

Leverage internal data.

Instead of simply talking about the difference matching gifts can make, show them. Humans are visual learners; they prefer to see the potential instead of relying on verbal promises.

In an eye-catching format, display the following organization-specific data:

Amount of Match-Eligible Donations vs. Actual Submitted Matches
Total Revenue Raised from Matched Donations
Number of Donors who Work for Companies that Offer Matching Gifts

Leverage the idea that between 5 and 10% of individual contributions are matching gift eligible, meaning you can substantially stretch donors’ dollars and improve retention. You can also use what other organizations are doing as a benchmark. This can help you make a case for matching gifts from a best-practice standpoint. Ultimately, you should harp on the benefits of matching gifts so you can rally up support sooner rather than later.

Luckily, Double the Donation offers an intuitive format for displaying key data points in a visually engaging way. Below, you’ll see an example of what a customer would see when logging into the Double the Donation platform. Notice how it presents the data in an easy-to-understand and concise way with visuals that demonstrate matching gift growth over time.

This is just a fraction of the data you should be sharing with your leadership. Jump ahead to see additional types of key data points that can help you illustrate your matching gift potential.

Have quick meetings with leadership.

Sometimes, less is more⁠—and you don’t want to take up too much of your leadership’s time. Fortunately, 15-minute-long meetings are all you need to get the matching gift message across. And when you respect leadership’s time, they’ll be much more likely to agree to a meeting in the first place. That’s true even if they’re uncertain or misinformed about your organization’s matching gift potential.

However, you have to make sure you effectively convey your message and generate a sense of urgency in that limited time period. After all, they’re taking time out of their busy days to meet with you, so make it count.

When planning for these meetings, take an education-based approach. Chances are, your leadership has minimal (if any) knowledge of matching gifts. Develop a presentation that spells out the basics and then looks at the long-term influence and expectations for your own organization. You’ll want to prepare actionable talking points to facilitate effective conversations.

After completing your initial one-on-one meetings, join quarterly meetings to keep the conversation going. You can provide updates on impact and matching gift growth within your nonprofit. Then, lead into ways your leadership (and the organization as a whole) can improve its efforts. This could be anything from developing your marketing strategy to improving data collection.

Securing Staff Support

Once you have leadership on board, you can transition your efforts to target the entire staff. Fostering a culture and mindset of matching gifts throughout your organization requires time and effort, but the results are undoubtedly worth it.

Keep in mind that at this stage, leadership will need to take a proactive approach when spreading the word to team members. Otherwise, you won’t build enough momentum to fulfill your potential.

Start by determining which specific staff roles to target in order to build momentum around matching gifts. Then, you can build your efforts out from there. Depending on your approach, tailor your efforts to target…

Individuals Heading Campaigns and Events. Present the potential matching gift revenue you’re facing with specific fundraisers. This way, they’ll be sure to advertise matching gifts across their communications with attendees.
The Finance Team. To maintain accurate data, your finance team will need to track and report on matching gifts. From the total matching gift revenue to match-eligible companies within your system, you can pinpoint areas where you’re falling short with your finance team’s assistance.
The Marketing Team. Marketing matching gifts across all communications maximizes visibility. Your marketing team is consistently conducting outreach, so ensure that those individuals are aware of the benefits that come with matching gifts. From direct mail to emails to social media, they’ll be much more likely to incorporate effective appeals in their outreach to donors when they understand the potential benefits.

As with any strategy, tailor your approach to your own organization’s structure and needs. For instance, higher education institutions will need their advancement team on board, while some nonprofits may need support from their IT departments.

By getting these individuals motivated for corporate giving, you’ll at least begin to generate some buzz around matching gifts. Let’s take a look at specific strategies for doing so:

Educate them via informational resources.

Creating educational guides on matching gifts can generate long-term value for your organization. Better yet, save some time by using these resources developed by the experts at Double the Donation.

You can disperse these throughout your organization to quickly spread the word. When you put the information right in front of your staff, they’ll be more likely to engage than if you urged them to conduct research on their own. Plus, when they’re well-versed in the ins and outs of matching gifts, they’ll be able to answer any questions donors may have.

Remember, educating staff is only half the battle. The other half is ensuring they implement the best practices. By developing specific matching gift training, you can accomplish both of these crucial tasks as quickly as possible.

Incorporate matching gifts into onboarding.

As you refine your strategies, begin training new employees on the matching gift process. This way, they’ll be educated from the get-go.

Depending on your own organization, here are just a few options for getting staff members up-to-speed on matching gifts:

One-Pagers. Explain the process of matching gifts and display some key data to drive your points home. This gives new employees (as well as current ones) a document to reference throughout their time at your organization.

Calls or Meetings. Speaking one-on-one allows staff members to ask any questions they may have. For the best results, make sure you (or whoever conducts the training) are well-versed in matching gifts prior to the call or meeting.

Webinars. Some individuals learn better with a hybrid approach. That is, they prefer presentations that are accompanied by visuals. A webinar is a great way to reach these team members and ensure they’re confident in their matching gift knowledge.

Improving the Process

As you’ve learned, developing an effective strategy is not a one-and-done deal. Rather, it’s an ongoing process. As time passes, you’ll need to refine your efforts in order to acquire optimal results and maintain support. To aid you in the process, consider the following key ideas:

Create a matching gift team.

One of the best ways to generate support is to give individuals personal responsibility in growing your strategies. Instead of relying on every individual to develop their own approach, assign specific individuals to a matching gift team. The more individuals you get involved, the greater the opportunities. You’ll gain a range of perspectives and can optimize your approach to the fullest extent.

However, don’t overload the team with too many members. Rather, take representatives from across the entire organization and consolidate them into one group. Then, task them with the following responsibilities:

Develop a matching gift plan.
Determine a budget for matching gift outreach.
Evaluate marketing opportunities.
Determine information to provide to donors.
Consider necessary software investments.
Evaluate reported metrics.

These are just a handful of the responsibilities you should assign to your matching gift team, but they can serve as a great starting point. As your experience grows, allow the team to adapt its approach. Encouraging select team members to become experts in matching gifts helps you extend your reach in as little time as possible.

Standardize the process organization-wide.

Your organization’s structure plays a crucial role when creating buy-in. The larger your organization, the more difficult it becomes to get and keep everyone engaged—especially when you’re dealing with multiple chapters.

To start, decide on the process you wish to use to promote, track, and reconcile matching gifts. Then, reach out to staff to implement the plan across the board to ensure there are no gaps in your strategies.

Invest in matching gift software to automate the experience.

One of the best ways to improve the matching gift process is to automate the entire thing from start to finish⁠—making it quick and easy for your staff and your donors to get involved. And that involves investing in matching gift software to do so.

For donors, the software simplifies the matching gift process by identifying their eligibility, providing clear instructions, and automating follow-ups, reducing barriers to participation and driving additional revenue through the programs.

For staff, it eliminates much of the manual work involved in tracking, promoting, and managing matching gifts, freeing up time to focus on other critical fundraising activities. By making the process easier and more efficient for everyone, matching gift software helps create a culture of enthusiasm and collaboration, encouraging team members to actively support and promote the program.

Data to Share With Your Team

Nothing speaks louder than numbers. Presenting the benefits of matching gifts may not be enough to get staff and leadership on board unless you have data to back up your claims. Let’s take a look at some of the data you can share with your team in order to get them on board with matching gifts.

General Matching Gift Data

As you get started developing your strategy, you may not be tracking organization-specific data. While specific KPIs will make the largest impact, you can illustrate the bigger picture with general data.

Put the following statistics in front of team members to shed light on the untapped potential that matching gifts present:

An estimated $4 to $7 billion in matching gift funds goes unclaimed each year.
65% of Fortune 500 companies offer matching gift programs.
Over 26 million individuals work for companies with matching gift programs.
An estimated $2 to $3 billion is donated through matching gift programs annually.
84% of donors say they’re more likely to donate if a match is offered.
1 in 3 donors indicate they’d give a larger gift if matching is applied to their donation.

Sending matching gift reminder emails within 24 hours of a donation results in a 53% open rate, which is 2-3 times higher than the average nonprofit email open rate.
Employing multiple approaches to identifying match-eligible donors results in 77% more identified match-eligible donations.

Internal Data Nonprofits Should Consider

Sure, the above statistics are great for conveying the bigger picture of matching gifts, but what about your own organization? What do you stand to gain? How can you pinpoint exact numbers when you’re unsure of where to start?

When refining your strategies, there is a variety of data you should track. Track these key metrics and put them in front of your team to create buy-in:

The number of matching donations
Total revenue raised from matched donations
The number of match-eligible donors from this year who did not submit
The value of the matching gifts for this year’s donors who did not submit
The number of match-eligible donors from last year who did not submit
The value of the matching gifts for last year’s donors who did not submit
Percentage of donations that included matched donations
Percentage of total revenue raised from matched donations

No matter where you are in building your processes, data can help you build a case for increasing your organization’s focus on matching gifts. With overviews of your data, your organization will quickly be able to see where you’re succeeding and where you have room for improvement.

Pro Tip: Tracking data can be difficult, but you need to know where you currently stand in order to optimize your strategies. Use software like Double the Donation to automate the process.

Concluding Thoughts & Additional Resources

We hope that you’ve found this information to be insightful and helpful in creating buy-in for matching gifts. Corporate giving—matching gifts especially—represents a major revenue opportunity for organizations. The point that defines success is whether or not you ignite organization-wide motivation.

Sparking team-wide engagement is no easy feat, though. Many nonprofit professionals don’t quite see its full value. Because of this, advocating for a cultural shift in mindset to matching gifts requires a hands-on plan of attack.

By expressing enthusiasm and leveraging the tips presented in this guide, you’ll start to gain traction and boost awareness across your organization. With a bit of persistence, you’ll generate the support you need to maximize your revenue potential in no time!

Ready to learn more about making the most of matching gifts? Check out these additional resources to help secure matching gift buy-in:

Top 20+ Matching Gift Companies: Leaders in Corporate Giving. Communicate the prominence of matching gifts by taking a look at leading employers that already match staff donations.
Marketing Matching Gifts To Your Internal Team. Marketing matching gifts well is essential, and it should start with your own internal team. Find out how you can do so with this complete guide.
Corporate Giving and Matching Gift Statistics. Speaking of using data to garner matching gift buy-in, our complete collection of matching gift statistics can help! Demonstrate matching gift value with these helpful insights.

10 Tips to Boost Corporate Matching Gift Participation

August 4, 2024/in Learning Center, Marketing Strategies, Fundraising Ideas, Donor communications /by Gabrielle

Corporate matching gifts are a powerful yet often underutilized resource for nonprofits. In essence, matching gifts are donations that companies make to match the contributions of their employees, effectively doubling (or even tripling!) the original amount given. Imagine a donor gives $100 to your organization. With corporate matching gift participation, that $100 donation could quickly become $200 or more—without the donor needing to give anything extra.

For nonprofits, matching gifts can be a game-changer. Not only do they increase total donations, but they also deepen the impact of individual contributions, helping nonprofits reach their fundraising goals faster. Despite this potential, many nonprofits miss out on corporate matching gift opportunities simply because donors are unaware of the process or how to participate. That’s where strategic marketing comes in.

This article will explore 10 effective marketing practices specifically tailored to nonprofits looking to boost participation in corporate matching gift programs. From educating your donors to leveraging digital marketing and building corporate partnerships, these insights will help you maximize every donation’s potential—ultimately bringing in more funds to fuel your mission. Let’s dive into how you can unlock the power of corporate matching gifts!

1. Educate Your Donors on Matching Gift Programs

The first step in increasing corporate matching gift participation is ensuring your donors understand what matching gifts are and how they work. Surprisingly, many donors may not be aware that their contributions can be matched by their employers, leaving valuable funds on the table. Educating your supporters transforms their understanding and engagement with matching gifts, empowering them to amplify their impact without spending a dollar more.

Tips to Educate Your Donors:

Newsletters: Include a section in your newsletters dedicated to matching gifts. Explain the process, eligibility criteria, and how donors can participate. Highlight success stories to illustrate the impact of matching gifts.
FAQ Pages: Create an FAQ section on your website to address common questions like, “What is a matching gift?” or “How can I submit a matching gift request?” This serves as a go-to resource for donors.
Informational Packets: Design downloadable guides that explain the process step-by-step. Include details about companies offering matching programs and tips for submitting requests.

2. Utilize Targeted Email Campaigns

Email marketing is a highly effective way to raise awareness about corporate matching gifts. Well-targeted campaigns allow you to deliver relevant information to donors at the right time, encouraging them to double their contributions.

Tips for Effective Email Campaigns:

Segment Your Audience: Start by segmenting your email list to focus on donors who are most likely to be eligible for matching gifts. For example, you might create separate email lists for new donors, major donors, and recurring donors. Tailoring your message based on donor type makes it more relevant and increases the likelihood that recipients will take action.
Compelling Templates: Use email templates that make the matching gift process clear and accessible. A well-designed template could include a brief explanation of matching gifts, a call to action, and a link to a matching gift search tool. Simple, visually appealing templates can make your message more engaging and easier to follow.
Clear Calls to Action (CTAs): Your email should have a clear, concise CTA, such as “Check if Your Gift Can Be Matched” or “Double Your Impact Today.” The CTA should link directly to information on how to submit a matching gift request.
Timing is Key: Sending matching gift emails at key moments—like right after a donation, during year-end giving seasons, or around significant campaign milestones—can increase donor responsiveness. When donors are already in a giving mindset, they’re more likely to take advantage of opportunities to amplify their contribution.

3. Highlight Matching Gifts on Your Donation Page

Your donation page is where the magic happens—it’s where supporters take that meaningful step to give. So, why not use this key moment to inform them about matching gift opportunities? Adding information about matching gifts on your donation page is a simple yet effective way to boost awareness and encourage donors to maximize their contributions.

Tips for Featuring Matching Gifts on Your Donation Page:

Add a Matching Gift Widget: A matching gift widget is an easy way to let donors check if their employer offers a matching gift program. By simply entering their employer’s name, donors can quickly find out if their gift is eligible for a match, making the process convenient and accessible. Widgets can streamline the journey from “Can I match my gift?” to “Yes, I’ll match it!”
Create a Dedicated Section: Include a dedicated section near your donation form with a short description of matching gifts and how they work. A clear call-to-action (like “Double Your Donation!”), along with a brief explanation of the benefits, can make it easy for donors to understand the impact of participating in a matching program.
Use Simple, Encouraging Language: Remember, not all donors are familiar with matching gifts, so keep the language friendly and straightforward. Phrases like “Did you know you could double your donation at no extra cost?” or “Check if your employer offers matching gifts” are inviting and clear, encouraging donors to explore this option.
Include Visual Cues: Adding a small icon or graphic that highlights matching gifts can draw the donor’s attention. A small badge, logo, or button in your nonprofit’s branding can subtly guide visitors to take action.

4. Leverage Social Media Outreach

Social media is one of the most effective ways to get the word out about matching gifts. By meeting your supporters where they already spend time, you can amplify awareness, build excitement, and encourage more people to take advantage of these opportunities to maximize their impact.

Tips for Promoting Matching Gifts on Social Media:

Create Visual Content: Eye-catching graphics can make your posts stand out in busy feeds. Design visuals that explain the basics of matching gifts or show donors how their contributions could double with just a few clicks. Infographics, charts, or even short videos can be great tools to illustrate the potential impact of matching gifts.
Share Success Stories: People connect with stories, so use social media to highlight real-life examples of matching gifts in action. Share a story of a donor whose contribution was matched, demonstrating the impact it had on a specific project or campaign. This not only shows supporters the power of matching gifts but also brings a personal, human element to your messaging.
Encourage Sharing: Don’t hesitate to ask followers to share your posts. By encouraging sharing, you expand your reach to friends, family, and colleagues who might not yet know about matching gift opportunities. A simple call to action like “Share this post to help us reach more people!” can go a long way in increasing visibility.
Live Q&A Sessions: Platforms like Instagram and Facebook offer Stories and Live features, which are great for quick, interactive updates. Use Stories to post fun, bite-sized info about matching gifts, or go live to answer questions about the matching gift process. This type of content is engaging, easily digestible, and perfect for boosting awareness.

5. Engage Corporate Partners

Engaging with corporate partners who offer matching gift programs can greatly enhance your nonprofit’s fundraising efforts. By building strong, mutually beneficial relationships with these companies, you’re not only supporting your cause but also giving businesses a meaningful way to engage with their employees and the community.

Tips for Engaging Corporate Partners:

Reach Out and Educate: Start by reaching out to local companies, especially those that already offer matching gift programs, and introduce them to your nonprofit’s mission. Many companies are open to partnering with nonprofits that align with their values but may not fully understand the impact of matching gifts. Hosting an informational session or sharing a presentation can go a long way in fostering a connection.
Show Appreciation: Let companies know you value their partnership. Simple gestures like thank-you emails, social media shout-outs, or featuring them in your newsletters can demonstrate your gratitude. Consider holding an annual appreciation event for corporate partners, where you can recognize their support and strengthen these relationships.
Collaborate on Joint Campaigns: Collaborate with companies to create campaigns that encourage their employees to participate in matching gift programs. For example, you could organize a “matching gift drive” where the company promotes matching gifts internally, and your nonprofit shares stories on social media about the impact of employee-matched donations.
Offer Co-Branding Opportunities: Let your corporate partners showcase their involvement in community initiatives by co-branding specific events or donation campaigns. When employees and the community see a company actively supporting your cause, it builds goodwill and boosts the likelihood of higher participation in matching gift programs.
Maintain Open Communication: Keep an open line of communication with your corporate partners. Regular updates on the impact of their matching gifts, along with information on upcoming initiatives, can keep your partnership active and rewarding for both sides. This ongoing dialogue shows the business that their involvement makes a real difference.

6. Create a Dedicated Matching Gifts Page on Your Website

A dedicated matching gifts page on your website can be a valuable resource for donors, helping them understand and take advantage of matching gift opportunities. By providing clear, easy-to-access information, you’re empowering donors to maximize their contributions—boosting support for your mission without any extra cost to them.

Tips for Creating an Effective Matching Gifts Page:

Add a Company Search Tool: Integrate a tool that allows donors to quickly search for their employer’s matching gift program.
Clear Call-to-Action (CTA): Use compelling CTAs like “Double Your Impact!” to encourage visitors to explore matching gift opportunities.
Step-by-Step Guide: Include a simple guide outlining how donors can verify eligibility and submit requests.
FAQs: Add a section answering common questions like “What is a matching gift?” or “How do I get started?” to address any doubts.
Inspiring Stories: Share real-life examples of matched donations to highlight the tangible impact of these programs.

7. Simplify the Matching Gift Process

When it comes to encouraging donors to participate in corporate matching gift programs, simplicity is key. If the process seems complicated or time-consuming, donors might feel discouraged from taking that extra step—even if they’re eager to amplify their impact. By removing barriers and making the matching gift process as straightforward as possible, you can significantly increase participation rates.

Tips to Simplify the Matching Gift Process:

Step-by-Step Guides: Offer visual or written guides that clearly break down the process, such as checking eligibility, submitting requests, and receiving confirmation.
Direct Links: Provide links to employers’ matching gift portals or forms to save donors time.
Visual Aids: Use infographics or flowcharts to make the process more accessible.
Automation: Use automation tools to identify eligible donors and send personalized instructions.
Friendly Reminders: Notify donors of submission deadlines to ensure they don’t miss out on opportunities to match their contributions.

8. Use Data to Target High-Value Donors

Data is one of the most powerful tools for nonprofits aiming to make the most of corporate matching gift programs. By using data-driven strategies, you can identify high-value donors, segment them effectively, and encourage more impactful contributions through matching gifts. This approach allows you to focus your resources where they’ll have the greatest return.

Data-driven strategies help optimize efforts by identifying donors whose employers offer matching gift programs, allowing targeted outreach to maximize contributions. By segmenting donors based on matching gift eligibility, organizations can streamline marketing, ensuring the right message reaches the right audience. This targeted approach enhances the donor experience, making communication more relevant, personal, and impactful.

Tips for Identifying and Targeting High-Value Donors:

Leverage Your CRM: Many nonprofit CRM platforms allow you to track donor information, including employment details, donation history, and engagement patterns. Use this data to identify donors who might work for companies with strong matching gift programs. You can then segment these donors for tailored matching gift outreach.
Use Email Domain Matching: One quick way to identify potential matching gift eligibility is by looking at email domains. Some matching gift tools can flag donors using corporate email addresses, helping you pinpoint which supporters might be eligible for a match.
Run Data Enrichment Campaigns: If your donor database lacks employment details, consider running a data enrichment campaign. Data enrichment services can fill in gaps, such as employer information, that are essential for targeting high-value, match-eligible donors. This can be especially useful if you’re expanding your corporate matching gift efforts.
Conduct Predictive Analytics: For larger nonprofits, predictive analytics tools can help identify patterns in donor behavior. By analyzing past giving data, these tools can predict which donors are likely to make large contributions or have the capacity to donate more. This insight helps you focus on those who may benefit most from matching gift encouragement.
Survey Your Donors: Sometimes, the easiest way to gather information is to ask directly. Sending a short survey asking donors to share their employer details (while explaining the potential for matching gifts) can be an effective way to update your records and identify high-value donors.

9. Thank Donors and Acknowledge Their Impact

Expressing gratitude is essential for maintaining donor relationships and encouraging future engagement. When donors take the extra step to submit a matching gift request, recognizing their effort can go a long way.

Tips for Thanking Donors:

Personalized Messages: Send personalized thank-you emails or letters that highlight the donor’s impact.
Public Acknowledgments: With consent, recognize donors on social media or newsletters to celebrate their generosity.
Share Impact Stories: Show donors how their matched gifts have contributed to your nonprofit’s mission.
Exclusive Content: Provide matched donors with exclusive updates or invites to donor appreciation events.

10. Regularly Review and Improve Your Strategy

As donor behavior and corporate policies evolve, it’s important to regularly review and refine your marketing strategies for corporate matching gifts. Continuous improvement ensures that your efforts remain relevant and effective.

Tips for Reviewing Your Strategy:

Track Key Performance Indicators (KPIs): Monitor metrics such as total funds raised, the number of matched gifts, and email engagement rates.
Donor Feedback: Collect feedback through surveys to identify challenges and opportunities for improvement.
A/B Testing: Test different elements, like email subject lines or website layouts, to determine what resonates best with your audience.
Industry Trends: Stay informed about corporate philanthropy trends and incorporate new strategies into your approach.
Quarterly Check-Ins: Schedule regular reviews of your strategy to ensure alignment with your nonprofit’s goals.

Final Thoughts

Corporate matching gifts present a unique opportunity for nonprofits to double—or even triple—their impact. However, many organizations fail to fully capitalize on these programs due to a lack of awareness or effective strategy. By implementing the best practices outlined above, you can turn matching gifts into a reliable source of funding while deepening donor engagement.

Key Takeaways:

Educate donors on matching gift programs to increase awareness.
Use targeted email campaigns and donation page enhancements to drive participation.
Leverage social media outreach and corporate partnerships to expand your reach.
Simplify the process, thank donors, and regularly review your strategy to ensure success.

By following these steps, your nonprofit can unlock the full potential of corporate matching gifts, amplifying every donor’s contribution and making a greater impact.

10 Examples & Insights from the Matching Gift Idea Exchange

July 29, 2024/in Lists and Rankings, Learning Center, Marketing Strategies, About Double the Donation /by Adam Weinger

In June 2024, Double the Donation organized the industry’s first-ever Matching Gift Idea Exchange. This was an opportunity for nonprofits, schools, and other groups to share their best matching gift materials and be inspired by their peers’ ideas as well.

Why?

Matching gifts are a powerful tool for fundraising organizations, allowing them to maximize donations and engage supporters more deeply. However, few organizations are truly maximizing their matching gift potential, and a lack of promotion is a leading reason why.

In this blog post, we’ll delve into 10 inspiring examples and key insights from the completed Matching Gift Idea Exchange. From streamlined matching processes to creative promotional tactics, these examples demonstrate the power of matching gifts to significantly enhance fundraising with valuable inspiration and practical tips.

Supplement your match page with video content.
Make the page accessible from your site navigation.
Host a matching gifts tool on event pages, too. ⁠
Meet your donors where they are with SMS messaging. ⁠
Leverage direct mail to promote matching opportunities.
Pair corporate matching with matching gift challenges. ⁠
Thoroughly thank donors for matching their gifts.
Acknowledge companies that match to your cause. ⁠
Promote matching through personal and mass emails.
Turn corporate matching into a dedicated campaign effort.

Note: Explore how many clients use Double the Donation’s tools to streamline and enhance their matching gift promotions. Not a client yet? No worries! Click here to request a personalized demo.

1) Supplement your match page with video content.

An organization’s matching gifts page is one of its most invaluable assets, especially when it comes to marketing matching gifts effectively. Implementing the right content on the page is essential for driving more matches to completion!

What this Organization Did Well:

OKCMOA, or Oklahoma City Museum of Art, has embedded a minute-long informational video on their matching gifts page. This resource, which the organization submitted as part of our Matching Gift Idea Exchange, quickly overviews the matching gift opportunity, how it helps nonprofits, and how donors can determine their eligibility and next steps using Double the Donation’s matching gift database embedded above.

Best Practice For Your Team:

Take a multimedia approach on your organization’s dedicated matching gifts page. We recommend incorporating a combination of text, video, and graphic elements to best grasp and retain your audience’s attention while they learn about matching gifts on your site.

Double the Donation clients can access a free, pre-made matching gift video (plus a ton of other graphics and materials) or request a custom-branded version for a fee within the platform.

2) Make the page accessible from your site navigation.

It hardly matters how well-designed your matching gifts page is if no donors can locate it on your website. That’s why making your information easily accessible is a must! Prominently featuring matching gifts on your navigation menu ensures a seamless donor experience and signifies the importance of matching gifts in your fundraising.

What this Organization Does Well:

Blue Faery (the Adrienne Wilson Liver Cancer Association) makes matching gift information easy to locate. All a user has to do is access the drop-down menu from the main “Donate” button and select “Matching Gifts.”

Best Practice For Your Team:

Add a link to your matching gifts page to your main site navigation! Feel free to nest it under relevant parent pages, such as your “Donate” button or “Ways to Give” compilation for the best results.

3) Host a matching gifts tool on event pages, too. ⁠

Sometimes, an organization will host separate event pages or microsites to market upcoming opportunities (hint: this is a fairly common practice for run/walk/rides and other peer-to-peer fundraisers!). If that’s the case for your team, you’ll want to be sure you’re promoting matching gifts throughout your event pages as well⁠—after all, those gifts are often eligible to be matched, too.

What this Organization Does Well:

The Hirshberg Foundation for Pancreatic Cancer Research is a largely peer-to-peer-based organization, and much of its revenue comes from large-scale fundraising events like the annual Tour de Pier. In order to ensure eligible gifts get successfully matched, the nonprofit has implemented a dedicated Matching Gifts page on its event microsite⁠—complete with a matching gift search tool and an overview of the programs.

And, in order to mitigate any confusion, the fundraising team even provides the correct name and tax ID number an individual should use when they go to submit their matching gift requests.

Best Practice For Your Team:

At the very least, mention matching gifts with a dedicated callout on your event or campaign pages. Even better? Establish a separate matching gifts page on your event site to ensure your audience is exposed to the idea and provided with the information they need to get started.

4) Meet your donors where they are with SMS messaging.

According to Nonprofits Source, mobile donations have increased by more than 205% in the past year, and 51% of nonprofit website traffic originates from a mobile device.

What does that mean for you? Your donors’ phones are where they’re at⁠—and you can meet them there with text message engagement strategies.

What this Organization Does Well:

This text message campaign from Save the Children demonstrates the ease with which a matching gift can be requested right from a donor’s mobile device. An individual receives one or both of the texts below and can initiate their match without hesitation simply by clicking the provided link. Talk about frictionless giving experiences!

Best Practice For Your Team:

Take a multi-channel engagement approach by incorporating SMS into your outreach strategy in addition to standard follow-up emails and more.

Note: Double the Donation offers automated SMS messaging for its Enterprise-level users. Interested? Learn more about upgrading your account here.

5) Leverage direct mail to promote matching opportunities.

In today’s digital world, it can be easy to forget about the power of direct mail marketing. However, incorporating snail mail into your matching gift promotional strategy can have a big impact.

What this Organization Does Well:

Scripps College leverages beautifully designed, eye-catching direct mail cards as a way to draw its supporters’ attention to matching gifts. And, to empower donors to take the next steps without delay, the institution implements a scannable QR code that directs recipients to its online matching gifts page.

Best Practice For Your Team:

Diversify your messaging with direct mail! If you already have a direct mail fundraising package going out, try adding an insert dedicated to matching gifts. Otherwise, consider a matching gift-focused postcard to spread the word.

6) Pair corporate matching with matching gift challenges.

Did you know that corporate or employee matching gifts represent only a single form of matching donation opportunity an organization might have? Matching gift challenges, or major donor matches, can also play a significant role in boosting a nonprofit’s fundraising. And they’re typically not mutually exclusive⁠, either—meaning donors can have the chance to multiply their gifts twice!

What this Organization Does Well:

UWC-USA noted in the Matching Gift Idea Exchange that it combines the power of corporate matching gifts with other forms of donation matching, including major donor matching gift challenges. In a campaign, interest is typically generated by offering a major donor match. Then, once supporters have navigated to the campaign page, UWC promotes corporate matching gift opportunities as well.

The results? The organization shared that campaign revenue is typically about 30% higher than for those without a matching gift offer. Plus, a significantly higher percentage of donors check to see if their companies provide a donation match!

Best Practice For Your Team:

Try running a double-matching campaign! If you can find a major donor willing to put up a significant match amount, leverage that opportunity in addition to corporate matching gifts to get donors’ gifts multiplied again and again.

7) Thoroughly thank donors for matching their gifts.

There are a lot of moving parts when it comes to getting a gift matched. Thanking your donors for their involvement allows you to communicate your gratitude and close the loop at each step of the process.

What this Organization Does Well:

UNCF makes a serious effort to thank its matching gift donors at multiple touch points in the supporter journey. That includes upon the submission of their matching gift request and after the company pays out the matching donation.

To best grab the recipient’s attention and get their message across, the organization does so with a well-designed postcard (or two!).

Best Practice For Your Team:

Showing thanks is essential for any donor relationships, and communicating gratitude to your matching gift donors is essential for retaining their support in the long run. As you do so, remember that they went above and beyond in requesting a matching gift. You, too, should go above and beyond in your thanksgiving.

8) Acknowledge companies that match to your cause. ⁠

When it comes to thanking donors for matching gifts, it’s generally recommended that you center your efforts around the individual who requested the match. However, acknowledging the company (AKA the entity that pays out the match) can go a long way in building long-term relationships, too.

What this Organization Does Well:

Michigan Technological University uses its matching gifts page for an additional purpose: highlighting leading matching gift companies that have completed matches to the school in the past year. This way, the companies listed can feel the appreciation of their support and donors accessing the page can gain at-a-glance insights into top matching gift companies in their network.

Best Practice For Your Team:

Shine a spotlight on examples of companies that have supported your cause with matching gifts in the past. Not only is this an excellent way to thank these matching gift contributors (with additional publicity), but it can also inspire more donors (from the spotlighted companies and otherwise) to want to get involved.

9) Promote matching through personal and mass emails.

More than likely, email makes up a significant portion of your supporter engagement strategy. There are emails you send to all donors (mass marketing) and those you send one at a time.

For the best matching gift results, consider a mix of both types of outreach to grab your audience’s attention and drive more submissions to completion.

What this Organization Does Well:

Save the Boundary Waters takes a multi-faceted approach to promoting matching gift opportunities through email marketing. When a donor gives, they receive a personalized copy of the automated email (powered by Double the Donation) on the left. This encourages them to pursue a match for their recent gift while they are still at the height of their engagement with the organization.

Then, the team also regularly promotes matching gifts through a segment of its digital newsletter sent to all donors, on the right. This allows the organization to drive awareness of the programs across its entire audience at once!

Ideas and Insights From the Matching Gift Idea Exchange_Save the Boundary Waters

A samples screenshot from the Matching Gift Idea Exchange

Best Practice For Your Team:

Double the Donation research indicates that organizations that send a single matching gift email see an estimated 31% of eligible donations submitted for matching. Meanwhile, a second reminder email increases submissions by 45%, and a third email brings the total percentage of submitted eligible gifts to 49%.

So, what does that mean for you? To engage the greatest number of donors and achieve the best results, incorporate more than one matching gift email into your follow-up cadence. For even better results, vary the formatting and structure between newsletters, email blasts, personal reminders, and more.

10) Turn corporate matching into a dedicated campaign effort.

Rallying support around matching gifts can significantly amplify the support received from donors. Generating enthusiasm through campaigns, events, and other dedicated communications can go a long way in increasing awareness and participation in the programs.

What this Organization Does Well:

In this final submission from the Matching Gift Idea Exchange, Community Ministry has launched a dedicated campaign effort called the “Hunger Heroes.” This initiative included a campaign logo, a one-pager overviewing the opportunity and how donors can get involved, an email blast, and a number of related social media posts.

Donors who get their gifts matched by their employers then earn the “Hunger Heroes” designation as a way to celebrate their above-and-beyond support and leverage social proof to drive additional engagement in the campaign.

Best Practice For Your Team:

Make matching gifts fun and exciting by adding a layer of novelty. Try providing donors with a digital “Matching Gift Donor” certificate or hosting an event alongside a big matching gift push.

Final Thoughts & Next Steps

As the above examples from the Matching Gift Idea Exchange show, there are countless ways for nonprofits and schools to innovate and improve their matching gift efforts. By implementing the strategies highlighted above, organizations can unlock additional funding, strengthen relationships with donors, and drive greater community impact.

All in all, we hope these insights have inspired you to bring your matching gift efforts to new heights. Stay tuned to participate in the Matching Gift Idea Exchange next year!

In the meantime, check out these additional resources to grow your knowledge of all things matching gifts:

Free Downloadable Guide: Top Strategies for Marketing Matching Gifts. This comprehensive resource provides actionable tips and proven tactics to help you effectively promote matching gift programs to your donors. Get the guide to learn more and spread the word about these programs.
Grow Your Fundraising Revenue: Access Real 360MatchPro Case Studies. Discover how other nonprofits have successfully increased their fundraising revenue with 360MatchPro. See the tangible results achieved and learn how you can replicate their success to boost your donations.
8 Ways to Encourage Donors to Submit Employee Matching Gift Requests. This resource offers practical strategies to motivate your supporters to take advantage of their employers’ matching gift opportunities. Implement these strategies to unlock the full potential of matching gifts.

The Volunteer Grant Research Guide | Finding More Funding

June 24, 2024/in About Double the Donation, Learning Center, Marketing Strategies /by Adam Weinger

Volunteer grants (also known as dollars for doers programs) present a lucrative opportunity for nonprofits to maximize their available resources and bolster their impact. However, navigating the complex world of research, engagement, eligibility guidelines, and submissions can be daunting. Lucky for you, that’s where our complete guide to volunteer grant research comes into play.

Designed to demystify volunteer grant research and more, this resource equips nonprofits with the knowledge and tools they need to identify, pursue, and secure more dollars for doers revenue than ever before.

In order to build much-needed familiarity with the programs, we’ll walk you through each step of the volunteer grant research process here. These phases include:

Understanding the Volunteer Grant Opportunity 🧠
Identifying Your Organization’s Needs & Goals 🎯
Collecting Employment Information from Supporters 💼
Uncovering Eligible Volunteers in Your Network 🔎
Encouraging Volunteers to Pursue Corporate Grants ✍️
Bonus: Enlisting a Volunteer Grant Database Tool 🦾

Whether you’re a seasoned volunteer manager or new to the corporate volunteerism sector, our guide will help you uncover more funding opportunities, allowing your organization to thrive.

Let’s begin!

Understanding the Volunteer Grant Opportunity 🧠

Volunteer grants are financial contributions provided by corporations to nonprofits where their employees volunteer. These programs are offered by thousands of businesses of all shapes, sizes, and sectors⁠—including IBM, Google, Home Depot, Starbucks, Microsoft, Disney, and 40% of the Fortune 500.

However, a lack of volunteer grant awareness among teams and supporters alike has resulted in a significant gap in the programs being utilized and funding being secured. Therefore, for the best results, it’s crucial that a nonprofit’s team has a solid understanding of the volunteer grant opportunity before it can maximize its funding potential. After all, a well-informed team can more effectively communicate the benefits to volunteers, encouraging greater participation and maximizing the organization’s grant earnings.

Familiarity with companies offering these programs⁠—and the specific eligibility criteria for each⁠—is also essential for effectively targeting the right opportunities. Since each volunteer grant program is unique, having extensive knowledge of the programs allows nonprofits to tailor their outreach and engagement strategies according to each supporter’s eligibility.

Recommended resource to take your corporate volunteer knowledge to the next level: Double the Donation’s free downloadable Ultimate Guide to Volunteer Grants

Identifying Your Organization’s Needs & Goals 🎯

For a nonprofit to effectively pursue volunteer grants, it should first identify the unique needs and goals related to these grants. What, specifically, is holding your organization back from reaching its volunteer grant potential?

Perhaps you need better data on where your supporters work.

Or, if you do have accurate and up-to-date employment information for your volunteers, perhaps the roadblock is determining which individuals qualify for volunteer grant programs.

Or maybe you experience drop-off getting supporters to complete the request process on your behalf.

Regardless of the reason, once you’ve determined what’s stopping you from fully leveraging the opportunity, make a plan for overcoming the challenge. Clearly defined goals provide a roadmap for targeting volunteer grants in a way that will have the most significant impact on your cause. We recommend establishing goals that are SMART⁠—or Specific, Measurable, Attainable, Relevant, and Time-bound. For example: “To secure $1,000 in volunteer grant funding by the end of the fiscal year.”

A detailed understanding of your objectives allows your team to craft compelling narratives for volunteer grant-related content. As a result, you can better demonstrate how a volunteer’s participation enables your organization to achieve tangible outcomes, thus making a stronger case for engagement.

It also ensures that everyone⁠—staff, volunteers, and beyond⁠—is working toward a common objective: maximizing the potential for volunteer grant success.

Collecting Employment Information from Supporters 💼

Collecting employment information from supporters is a strategic approach for nonprofits to identify and leverage volunteer grant opportunities to their greatest potential. By understanding which companies their supporters work for, organizations can pinpoint potential sources of volunteer grants.

Fortunately, there are a few ways for fundraisers to source this information. For the best results, we recommend implementing a combination of the following methods:

Ask volunteers to share their employers’ names on volunteer sign-up forms
Conduct email domain screening (or enlist a tool that does!) to scan for corporate email addresses
Embed an employer search tool in your donation pages (there’s a significant overlap between volunteers and donors and between companies with volunteer grants and companies with matching gift programs)
Use social media and other online resources to conduct manual employment data research
Utilize a third-party data enhancement service, like an employer append, to fill in the gaps

Once you have this employment information on hand, you can use it to tailor your outreach and engagement efforts. For instance, knowing that a significant number of volunteers are employed by a company with a grant program might lead you to focus on building relationships with the business.

Uncovering Eligible Volunteers in Your Network 🔎

Volunteer grants are a specific type of grant generally tied to an employee engagement program offered by the company. As a result, an employer donates money to the nonprofit based on the number of volunteer hours contributed by their employees.

Recognizing which volunteers work for participating companies allows nonprofits to strategically identify and pursue the opportunities available to them.

Ultimately, this targeted strategy leverages existing volunteer efforts to generate more substantial funding, enabling the nonprofit to further its mission and enhance its programs and services.

You might want to scan your entire database for opportunities, too⁠—including existing volunteers, donors, and prospects. From there, you can alert current volunteers of their eligibility while informing donors and other non-volunteers about how they can provide more comprehensive support for your cause, empowering them to get involved in a new way.

Top tip: Jump to the section on volunteer grant databases below to learn the best way to identify volunteer grant-eligible supporters in your network!

Encouraging Volunteers to Pursue Corporate Grants ✍️

Once you know who qualifies for volunteer grants from your network, it’s important to take time to encourage them to actually participate. By motivating eligible supporters to apply for said grant opportunities, nonprofits can unlock significant funding and supercharge their volunteer engagement.

Many volunteers are unaware that their employers offer such programs, so simply providing information on eligibility and involvement can inspire volunteers to take action. Help supporters navigate the submission process and remind them to take advantage of their eligibility before it expires. By encouraging volunteers to pursue corporate grants, your organization can significantly increase its funding, thereby enhancing its ability to fulfill its mission and expand its reach in the community.

Encouraging volunteers to log their hours and apply for grants can lead to substantial financial contributions from their employers. This approach not only boosts the organization’s funding but also strengthens volunteer engagement, as volunteers see a direct impact of their work being amplified through additional resources.

Bonus: Enlisting a Volunteer Grant Database Tool 🦾

Our final recommendation is one that is powered by innovative technology: a corporate giving or volunteer grant database.

Enlisting a volunteer grant solution like 360MatchPro in your nonprofit’s engagement strategy is an excellent way to efficiently manage and maximize volunteer grants. A database tool can centralize information, provide direct links to online submission forms and eligibility criteria, and streamline the grant application process for volunteers.

By aggregating all the information you need in one place, the tool saves time and effort for both the nonprofit team and its supporters. Volunteers can easily access up-to-date information about available grants, application deadlines, and eligibility requirements, and being equipped with the right information makes them more inclined to complete the process.

Next Steps & More Volunteer Grant Resources

Securing funding through volunteer grants can be transformative for mission-focused organizations. Not only do the programs provide access to new streams of corporate philanthropy revenue, but they also incentivize greater levels of engagement among volunteers in the first place.

By leveraging this guide, nonprofits like yours can systematically approach the grant research and application process with greater confidence and efficiency. Remember, the key to success lies in thorough preparation, a clear understanding of the opportunity before you, and a compelling narrative that resonates with your audience.

Let this guide be your roadmap to making a greater difference in the communities you serve. Good luck!

Interested in learning more about volunteer grant research and other workplace giving programs? Check out these recommended resources:

Webinar: How to Harness Corporate Volunteerism at Your Nonprofit. Watch the webinar replay to explore top tips for making the most of corporate programs like volunteer grants. See how your team can grow your strategy!
Free Download: Access 10 Quick Steps to Matching Gift Success. Get a jump start on your nonprofit’s matching gift strategy with this downloadable checklist. Begin taking steps to increase awareness and funds today.
Blog: Top Volunteer Grant Companies Offering Dollars for Doers. Looking for companies with standout volunteer grant programs? Browse our list of top programs here and see if your volunteers work for these employers.

1. Create a Payroll Giving page on your nonprofit website.

2. Incorporate payroll giving in your email marketing.

3. Promote payroll giving initiatives on social media.

4. Collect and leverage employment information in your outreach.

5. Consider donors already eligible for other workplace giving programs.

6. Collaborate with corporate partners to highlight the opportunity.

7. Offer exclusive incentives for payroll giving donors.

Wrapping Up & Additional Resources

An Overview of Google Ad Grants Management

What is the Google Ad Grant?

Are Google Ad Grants worth it?

Why should I invest in Google Ad Grants management?

How A Google Grants Agency Can Help Your Nonprofit

What Is A Google Partner?

How To Choose A Google Ad Grants Manager

8 Recommended Google Grants Agencies

Getting Attention | Best All-Around Agency

Getting Started With This Google Grants Agency

Nonprofits Source | Best Agency for Educational Resources

Exploring This Agency’s Resources

DNL OmniMedia | Best Consultant for Nonprofit Technology

Getting Started With This Google Grants Agency

Allegiance Group | Best Agency for General Digital Marketing

Getting Started With This Google Ad Grants Manager

RKD Group | Best Agency for Donor Cultivation

Getting Started With This Google Grants Agency

TrueSense Marketing | Best Agency for Search Engine Marketing

Getting Started With This Google Ad Grants Manager

Koios | Best Google Grants Agency for Libraries

Getting Started With This Google Grants Agency

Reef Digital Agency | Best Google Grants Manager for Australian Nonprofits

Getting Started With This Google Ad Grants Manager

Additional Google Ad Grant Resources

What are Employee Volunteer Incentive Programs?

What are the most popular types of Employee Volunteer Incentives?

What benefits do Volunteer Incentive Programs offer?

For Nonprofits

For Companies

For Employees

What are some companies with standout Volunteer Incentive Programs?

Chipotle Mexican Grill

EY

Siemens

IBM

<img decoding="async" class="alignright wp-image-122977" src="https://doublethedonation.com/wp-content/uploads/2024/09/Infobip-logo.png" alt="Volunteer incentive program example: Infobip" width="200" height="181" />Infobip

Intel

Bank of America

Google

How can nonprofits maximize the impact of Volunteer Incentive Programs?

1. Promote Volunteer Incentive Programs to Volunteers

2. Create Meaningful Volunteer Opportunities

3. Implement Efficient Tracking and Reporting Systems

4. Recognize and Reward Volunteers

5. Leverage Technology for Uncover Opportunities

Wrapping up & additional resources

What are Google Ad Grants?

How do search ads differ from organic results?

Why should nonprofits check their Google Grants eligibility?

Are all nonprofits eligible for Google Ad Grants?

Basic Google Ad Grants eligibility requirements

Should my nonprofit use the Google Ad Grant?

What can my nonprofit do to become eligible for Google Ad Grants?

Basic tips to qualify

What should I do after confirming my nonprofit’s Google Grants eligibility?

Creating Your First Campaign

Can my nonprofit lose its Google Grants eligibility?

Management options to maintain your Google Grants eligibility

How do I get started with Google Grants?

How can I make the most of Google Ad Grants?

1. Optimize your landing pages.

2. Track meaningful conversions.

3. Carefully choose keywords to display your ads to the right audience.

4. Keep SEO in mind.

Additional Resources

Understanding Corporate Volunteerism Opportunities

Individual Volunteer Grants

Team Volunteer Grants

Paid Volunteer Time Off

Skills-Based Volunteerism

Company-Sponsored Volunteer Days

Infobip