In major election years, political campaigns are at the top of everyone’s minds. Your organization’s supporters receive political advertisements and donation appeals alongside those from your nonprofit, and donors may even wonder where your organization stands on key election issues.
While 501(c)(3) nonprofits are prohibited from participating in or supporting specific political campaigns, that doesn’t mean you should ignore them. Not only can election results impact your organization’s work in the future, but there are also plenty of lessons you can learn from political campaign strategies to improve your own fundraising and marketing campaigns.
We’ll cover five concepts that political campaign staff understand well and explore how you can apply them to your nonprofit’s strategies.
1. Time is of the Essence
Since every political campaign runs on a hard deadline, they understand the importance of urgency in every facet of their operations. Political campaign staff plot out detailed field plans, campaign timelines, and editorial calendars to ensure that every action contributes to the ultimate goal of winning the election. They hit the ground running, leveraging volunteers to speak with hundreds of voters at a time about supporting their candidate.
You can approach your fundraising campaigns with the same mindset to increase their momentum and drive results. Try infusing more urgency into your nonprofit’s campaigns by:
Writing urgent calls to action. The calls to action (CTAs) that you include in fundraising appeals, social media posts, and emails should convey the importance of your nonprofit’s work and empower supporters to act now. For instance, the CTA “Donate to save a turtle today!” inspires more urgency than “Donate here.”
Hosting a phonathon. Political campaigns use phone and text banking to connect with many voters in short time spans. Your nonprofit can do the same by hosting a phonathon in which volunteers call and connect with numerous donors in one day using a standardized script.
Leveraging automation to connect with donors immediately. Marketing automation tools can help you increase the speed at which you reach out to supporters and drive more action. By automatically sending emails or texts immediately after a donor gives, for example, you can quickly strengthen that relationship and inspire further involvement.
Additionally, make sure to frequently update donors on the progress of your campaigns, projects, and programs to show them that your nonprofit is working urgently to put their donations to good use.
2. Public Opinion is Paramount
Political campaign strategists spend plenty of time and resources researching the opinions of voters and crafting messages that will resonate with them. They understand that voters get a candidate elected, just like a nonprofit’s donors enable it to further its mission, and they prioritize voter opinion effectively.
Donors’ opinions, priorities, and concerns should play a central role in your nonprofit’s strategy development, guiding how you approach marketing and fundraising campaigns.
To better understand and speak to your audience’s motivations, send out periodic surveys to ask for their feedback directly. Ask questions like:
Why do you donate to our nonprofit?
What do you consider to be the most important aspects of our cause?
What other causes are you interested in?
What kinds of programs do you want to see from us in the future?
If you could change one thing about our organization, what would it be?
Along with asking your donors directly, take into account research on the opinions of the general public. For example, 77% of consumers want to purchase from companies with corporate social responsibility (CSR) initiatives like matching gift programs. With this in mind, your nonprofit might prioritize your matching gift fundraising campaigns to appeal to the public’s interest in CSR.
3. Volunteers are Drivers of Change
Similar to nonprofits, most political campaigns don’t have large teams and therefore have to rely on volunteers for major efforts like canvassing and phone banking.
Because these efforts are so critical to the success of political campaigns, campaign staff understand and value their volunteers’ power to enact change. Some campaigns even use distributed organizing tactics, giving leadership positions to select volunteers and empowering them to lead their own volunteer teams on behalf of the campaign.
Your nonprofit can take inspiration from these tactics by improving your volunteer program and empowering volunteers to act. Use the following strategies to do so:
Emphasize skill development. No matter what kind of volunteer opportunities you offer, they involve certain skills that volunteers get to develop when they participate. Highlight the opportunity to improve soft skills like leadership and communication along with relevant hard skills like gardening or teaching.
Host peer-to-peer fundraising campaigns. Let volunteers take the lead on fundraising by hosting a peer-to-peer campaign in which they raise money on behalf of your nonprofit. These campaigns give volunteers a chance to develop their fundraising skills and deepen their relationship with your nonprofit.
Show appreciation to volunteers often. Volunteers are more likely to stay involved with your organization when they feel like their participation is appreciated and makes a genuine difference to your mission. Appreciate volunteers by sending thank-you emails, giving them small gifts, and regularly asking for their feedback.
With a more empowered, involved volunteer force at your disposal, your nonprofit can start taking advantage of corporate volunteering programs, too. Invite volunteers to tap into their employers’ volunteer grant initiatives to make an even greater impact on your cause.
4. Digital Channels Make a Difference
Your nonprofit likely already uses a variety of digital communication channels to connect with donors and spread greater awareness of your nonprofit’s work. But are you leveraging these channels to their full extent?
For political campaigns, digital marketing and outreach is a top priority. They use digital tools like text banking software, canvassing apps, and social media outreach tools to get their message in front of voters across as many channels as possible. They also use a mix of paid and non-paid advertising methods to reach new online audiences.
Think about the digital channels your organization hasn’t yet explored and how they could give your fundraising campaigns a boost. You might try tapping into video marketing, for instance. Or, you could leverage free programs like the Google Ad Grant to try out search advertising. Take stock of the resources you have at your disposal, then choose a few new digital avenues to tap into.
5. Mobilization Requires Multiple Touchpoints
Political campaigns don’t stick to one canvassing or volunteer recruitment method — they use a combination of phone banking, door-to-door canvassing, text messages, social media advertising, email, and more. Campaign staff understand that one message or conversation isn’t enough to mobilize voters and volunteers.
The same is true for nonprofits. To truly inspire action from your supporters, you need a multi-channel fundraising strategy that provides plenty of touchpoints with current and prospective donors. This may include channels like email, text, social media, direct mail, your website, and more.
For the best results, segment your audience based on factors like their donation histories, past involvement, and communication preferences. Then, tailor your outreach and fundraising appeals to the interests of each group to make every touchpoint more meaningful.
Applying These Lessons to Matching Gift Fundraising
Political campaigns and nonprofits may seem different on the surface, but both aim to enact change by touching the hearts and minds of their supporters. This is especially true when it comes to matching gifts — by mobilizing your donors to request matching gifts from their employers, you’ll inspire them to double their impact on the causes they care about.
To apply these political campaign lessons to your matching gift fundraising strategy, try taking the following steps:
Use a matching gift automation tool to immediately follow up with match-eligible donors and instill urgency in your appeals.
Solicit feedback from donors who have requested matching gifts before and use their opinions to guide your matching gift fundraising strategy.
Promote matching gifts across all your online channels to create multiple digital touchpoints with match-eligible donors.
By incorporating these lessons into your organization’s next matching gift fundraising campaign, you can find new ways to engage supporters and mobilize them to act.
https://doublethedonation.com/wp-content/uploads/2024/03/NGP-VAN_Double-the-Donation_Political-Campaign-Lessons-That-Nonprofits-Can-Learn-From_Feature.png5761536Adam Weingerhttps://doublethedonation.com/wp-content/uploads/2022/03/logo-dtd.svgAdam Weinger2024-03-15 19:12:242024-03-15 19:12:245 Political Campaign Lessons That Nonprofits Can Learn From
According to Steve Jobs, “The most powerful person in the world is the storyteller. The storyteller sets the vision, values & agenda of an entire generation that is to come.”
Good stories are backed by hard data. Translating collected data or evidence into a compelling and insightful narrative is known as data storytelling. The skill combines visualization, contextualization, and narrative techniques to engage, inform, or inspire a predefined audience.
In this guide, we’ll explore some noteworthy advantages of effective data storytelling and provide strategies for how your team can start implementing it. Let’s dive in!
Builds trust
Data storytelling weaves your organization’s insights into a credible, comprehensible narrative that can increase trust among your team members, external partners, and the population you serve. Over time, this confidence can empower your organization to accomplish the following objectives:
Pivot internal strategies. When making changes to your internal organization’s structure or objectives, it’s essential to present the data that backs up each of these decisions. For instance, a nonprofit may use insights from its donor database to indicate a need for an improved donor retention strategy that addresses high rates of donor churn.
Recruit and retain talent. Effective data storytelling enables organizations to highlight their achievements to attract more top talent. By continuing to value data-driven decision-making, you can then set the tone for new team members to adopt the same evidence-backed processes in their work.
Maintain credibility. From the external stakeholder perspective, data-driven narratives indicate that your organization is trustworthy. For this reason, nonprofits use an annual report to break down their operations’ success and tangible outcomes.
Gather support. Data-driven proposals are often the foundation that investor relations and fundraising requests stand on. For instance, a nonprofit aiding in disaster relief could indicate that a donation of $50 could allow them to provide 10 emergency blankets, 12 hygiene kits, and seven disaster clean-up kits.
A culture of data storytelling opens the door to increased trust across several fronts while ensuring your team remains transparent and accountable. For nonprofits especially, using data storytelling to display your funds indicates professionalism and credibility. In turn, this can result in more matched donations, volunteer support, and a greater missional impact overall.
Data Storytelling Contextualizes Experiences
Data storytelling takes the audience beyond raw statistics to understand how an organization’s operational changes produce tangible, positive outcomes. These anecdotes, backed by your findings, can come in different shapes and sizes. Here are a few variations to consider across separate industries:
Customer profiles. Data narratives help organizations better understand the people they serve. For instance, healthcare organizations can use data narratives from a robust analytics platform to compare their patient’s health to the overall population. This way, they can access additional context related to their patient needs.
Before and after stories. Comparing data before and after a major project or transition can help accurately frame progress, recenter strategies, and celebrate successes. For example, a healthcare organization may compare its patient care quality before and after implementing a new electronic health record (EHR) workflow.
Stories from the field. Frontline perspectives provide context to abstract data points and can emphasize their findings. These “boots on the ground” stories help organizations zoom in on their data to measure intangible impact. That’s why considering your team’s experiences alongside your collected data can add new insights into your organization’s challenges or needs.
Testimonials. These stories have incredible utility to expand your organization’s impact. A personal story can help you connect with your donors, customers, or patients in a way that resonates and brings in more support.
Data storytelling adds color to your organization’s raw findings to emphasize your impact. As a result, the contextualized data can evoke empathy and inspire necessary action.
Creates meaning
Organizations prioritizing corporate citizenship measure their success with return on investment (ROI) and their social impact. Data storytelling helps audience members understand the significance of an organization’s initiatives. Let’s look at a couple of examples from different perspectives:
Stakeholders. If your organization relies on the support of corporate sponsors, data narratives can help ground your performance and persuade stakeholders to invest. For example, a well-designed infographic explaining your organization’s impact may convince nonprofit donors may increase their donation amounts.
Customers. Measured data points point out the tangible differences an organization’s efforts have made in a customer’s journey. For instance, a company may promote its client satisfaction scores to strengthen its existing customer relationships and appeal to new customers.
Administrators and staff. Sharing data-backed stories that illustrate the positive outcomes resulting from administrative expertise and responsibility can motivate team members to celebrate their progress and continue working toward their organizational goals.
When used with the right audience in mind, data storytelling translates collected data into understandable impact that can inspire motivation and gratitude.
Visualizes outcomes
Data storytelling can illustrate trends, progress, and outcomes clearly and compellingly. Visual representations of data make complex information more digestible and memorable, allowing stakeholders to grasp the impact of an organization’s work quickly.
You can use a wide variety of visualization tools such as charts, infographics, flowcharts, or even interactive solutions to frame your data. As an example, Arcadia uses dashboards to visualize healthcare outcomes and opportunities. When similar tools are used effectively, they can help organizations of all kinds by:
Monitoring operational performance. Real-time dashboards keep up with current trends and help monitor internal performance fluctuation so that leadership can get a better understanding of areas of improvement.
Keeping tabs on costs and resources. A cost-tracking dashboard measures expenses over time, compares your budget to economic trends, and provides cost-allocation insights. Typically these dashboards are housed within an accounting software or expense management system or within a CRM.
Graphing larger trends. Tools like Tableau or Google Looker Studio can assist with trend graphing to place internal initiatives in context. For instance, many organizations rely on predictive analytics to forecast future trends based on historical data.
The right tools can help you keep track of your resources so that you never skip a beat. This applies in the nonprofit sector as well. For example, a matching gift software vendor can visualize your matching gift goals and track your fundraising efforts in real time. As a result, nonprofits can clearly predict their matching gift revenue over time.
Unifies collaborators
Data storytelling fosters a sense of shared mission and purpose that can get team members on the same page. Leverage dedicated employee engagement tools to gather more data that unifies your team, including:
Recognition platforms. Motivate your team members with meaningful recognition from managers and peers. With these platforms, you can turn a staff member’s successful KPIs into positive kudos.
Feedback-based platforms. Providing consistent and measured feedback can turn an employee’s core metrics into productive conversations that keep all parties informed and aligned on expectations and next steps.
Internal communication and project management platforms. These solutions help your team set achievable growth goals and contextualize progress. This way, with every new touchpoint, you’ll be able to see the full story of your team’s improvement.
Contextualizing your internal metrics can lead to increased engagement and team member satisfaction. Over time, this evidence-backed conversation helps provide a common language and understanding of the team’s goals and achievements.
The value of data storytelling can be measured throughout several different industries—nonprofit, business, healthcare, education, and more. As you learn to weave your raw data into inspiring narratives, you can not only unlock the potential for informed decision-making but also create a bridge between complex data and organizational impact.
https://doublethedonation.com/wp-content/uploads/2024/03/Arcadia_Double-the-Donation_Noteworthy-Benefits-of-Effective-Data-Storytelling.jpg6001400Adam Weingerhttps://doublethedonation.com/wp-content/uploads/2022/03/logo-dtd.svgAdam Weinger2024-03-11 18:55:482024-03-11 18:55:565 Noteworthy Benefits of Effective Data Storytelling
As a nonprofit professional, you likely already understand the importance of marketing in collecting funds and making your cause known. From attracting donors and pursuing matching gift opportunities to promoting your services to your target audience, marketing is a key strategy for successful nonprofits.
Your nonprofit’s fundraising events are no different. Successfully marketing your fundraiser is crucial to the event’s success, not to mention positive fundraising outcomes, and gets your community excited about participating.
When it comes to your charity golf tournament, it’s important to cast a wide net to attract new supporters to your cause. Golf events have a unique appeal. The sport is more popular than ever, so getting the word out about your golf fundraiser lets folks know that they can play the game they love while supporting a great cause.
Ready? Start spreading the word about your golf fundraiser today with these five creative marketing tips:
Without further ado, let’s dive in with our first recommendation.
1. Use an Event Website
An event website for your charity golf tournament serves as the homepage for the event and where folks can go to find more information and get involved. Customize the site with pertinent information about your nonprofit, its mission, and what the tournament is raising funds for. It’s also a good idea to include the tournament’s schedule, recognize sponsors, and give visitors the chance to donate.
And if you’re going to incorporate matching gifts in your event strategy (which you should!), you’ll want to ensure your site is equipped with matching gift information, too.
Interested in learning more about how corporate donation-matching can play a role in your event strategy? Jump to the bonus section now!
The best thing about an event website is that it makes promotion as simple as sharing a link in all your online channels—social media, email campaigns, your nonprofit’s website, or even online ads. You’ll also end up saving a ton of time by collecting registrations and selling sponsorships right on the website.
2. Choose a Memorable Event Name
A catchy tournament name is a great way to brand the event and your marketing campaign. A tournament logo is another option you can leverage in a variety of ways to help connect folks to the event and what it’s raising money for. For example, use the tournament logo and its branding on t-shirts for organizers and volunteers, hole signage, banners, email campaigns, promotional graphics, giveaways, and more. Of course, it should be front and center on the event website.
Get your planning team, staff, or board together for a brainstorming session to settle on a tournament name that makes a lasting impression. Some ideas to get your creative juices flowing might include:
Swing Fore the Kids
Putts Fore Pets
Fairway to Heaven
Putting for Miracles
Teeing Up Hope
Holes Fore Heroes
Scramble for a Cure
If you’d rather stick to a traditional tournament name, such as a “Charity Golf Classic” or “Memorial Golf Tournament” that’s perfectly fine—but consider a specific tournament logo that makes your event stand out.
3. Incorporate Gamification Elements
Competition is a natural part of a charity golf tournament. You can leverage friendly competition in your marketing to help engage supporters about your event. In fact, integrating gamification into your golf tournament gets supporters and participants invested before they even tee off. Try these gamification ideas to get started!
Use a fundraising thermometer or donation tracker on your event website and in social media materials. Post updates and graphics in the days and weeks leading up to the tournament so people can see how their donation can help move the needle towards your goal.
Launch a contest to encourage people to recruit additional teams to play in the tournament. Not only does this help spread awareness about your tournament and cause, but you can stoke a little friendly competition by offering prizes to those who bring in the most number of teams. You might offer mulligans, raffle tickets, and drink tickets as prizes.
Implement user-generated content challenges. Leveraging user-generated content in your marketing provides a great opportunity to broaden your campaign’s reach. For example, you could have golfers share posts with a photo of their teams in the lead-up to the event and have social media followers vote on their favorite team names or costumes by liking, commenting, or sharing posts.
Add an auction to your tournament and promote it in your pre-tournament marketing. Silent and live auctions can certainly be competitive—in the best way possible—because they drive more dollars for your nonprofit. High-end prizes like a donated stay-and-play opportunity at a destination golf club get donors excited and engaged before, during, and after the golf tournament.
4. Collaborate With Local Celebrities & Influencers
Influencer marketing is another tool in your nonprofit toolkit to spread awareness about your nonprofit and your golf event to new audiences who otherwise might not have known about it. Plus, online channels have made it easier than ever to connect with celebrities and influences who can help amplify your event. Consider these options:
Local celebrities. You don’t have to have A-list celebrities involved to make an impact. Local celebrities, like the mayor, local news anchor or meteorologist, radio personality or host, community sports team, or well-known business owner, are more accessible and can add a draw to your fundraiser. It’s a win-win—you’ll get great exposure and they’ll be publicly associated with a great cause.
Social media influencers. Whether you’re connecting with influencers in the nonprofit sector, the golf world, or in your local area, you can improve your event’s visibility with social media partnerships. NXUnite’s list of nonprofit influencers is a great resource for learning more about the nonprofit influencer space.
Once you’ve made contact with them, work together to outline a mutually beneficial partnership. Perhaps in exchange for promoting your tournament on their socials and appearing at the event, they receive a complimentary team registration or two. Consider devoting a specific part of the event to the VIP, such as a hole-in-one contest hosted by them or a signed raffle prize or auction item donated by them. Highlight their presence in your marketing materials to get the most out of the partnership.
5. Leverage Cause Marketing With Corporate Sponsors
You might think of sponsorships primarily in the context of monetary donations. But in fact, you can leverage your corporate partnerships for marketing purposes, too. Cause marketing is marketing carried out by a for-profit business to advance a charitable cause or better society—in this case, your charity golf tournament.
Reach out to your nonprofit’s current corporate partners with a mutually beneficial proposal, providing positive exposure and outcomes for both parties. Your matching gift software can help here, too, when you use donor employment insights to identify top prospects for marketing partnerships.
Then, much like with influencer marketing, think of ways to sweeten the deal in exchange for their partnership, like offering a complimentary team registration for promoting the tournament to their employees or clients.
If leveraging corporate sponsorships isn’t an option for your nonprofit, you might consider offering sponsorship packages for your golf tournament that include cause marketing components. For example, a local business might underwrite paid social media campaigns or television or radio spots in exchange for exposure to your tournament’s field. GolfStatus recommends targeting businesses that are interested in getting in front of the golfer demographic. In either case, you should work closely with the sponsor or partner to determine how you can meet each other’s needs.
Bonus: Double Event Donations with Matching Gifts
As a nonprofit fundraiser, you’re surely looking to get the biggest bang for your buck with your upcoming golf event. Fortunately, integrating employee matching gifts into your overall fundraising strategy can go a long way. And there are a few key ways to do so. These include:
Matching event donations — Any gifts contributed above and beyond an event ticket cost or registration fee can typically be matched by individuals’ employers as usual. Just let your donors know that they should complete the matching gift request process for their company. You can even use a matching gift database like Double the Donation to supply supporters with employer-specific submission forms, guidelines, and more.
Matching the tax-deductible portion of event tickets — The cost of an event ticket or registration fee might be match-eligible, too! However, this process may be a bit more nuanced depending on the individual’s employing company. While the donation portion of the transaction (which is also the tax-deductible amount) will likely qualify for a match, the event’s fair market value will typically need to be deducted from the payment total.
Corporate matching gifts not only supply nonprofits and their events with an additional source of fundraising revenue, but they also incentivize greater individual generosity. In fact, Double the Donation studies indicate that 84% of donors are more likely to give if a match is offered (resulting in a 71% increase in response rate). At the same time, 1 in 3 donors would give a larger gift if a match were available, leading to a 51% increase in average gift size.
In other words, incorporating matching gifts is one of the best ways to supercharge your efforts and bring your fundraising event success to new heights.
Wrapping Up
Once you have a date and location locked in for your charity golf tournament, you’ll want to start planning your marketing efforts so you can start gaining traction as soon as possible. Your planning team should play a crucial role in marketing your golf tournament. You might even appoint someone to take charge of marketing efforts to ensure campaigns are moving forward. A robust marketing campaign is critical to the success of your golf tournament.
February is a time to celebrate love and happiness—and matching gifts. That’s why it’s been dubbed the official Matching Gift Month. This year, we recommend taking the opportunity to scale up your matching gift promotional efforts accordingly.
We’ll cover everything you need to know to celebrate corporate giving and drive action (and matches) this February.
Looking for new and exciting ways to amplify your nonprofit’s matching gift efforts leading up to Match Month? You’ve come to the right place. At Double the Donation, we’re experts at matching gifts, and we’ve compiled a list of suggestions sure to elevate your engagement efforts this February.
Ready to bring your matching gift fundraising to the next level? Let’s explore top recommendations for making the most of Match Month—and see what your team can do to bridge the knowledge and funding gaps alike.
What is Matching Gift Month?
Matching Gift Month is an annual celebration of corporate donation matching, often used to increase awareness and usage of match programs. Held in February each year, Match Month is an opportunity to recognize the extensive impact that corporate philanthropy programs, like matching gifts and more, can have on nonprofit fundraising groups.
And what is that impact? Research indicates that an estimated $2 to $3 billion is donated through matching gift programs each year. That’s a substantial source of funds provided to charitable causes like yours. Not to mention, the mere existence of a match incentivizes individual donors to give at new heights, too. The same reports state that 84% of donors are more likely to give if a match is available, while 1 in 3 would give a larger amount if a match were to be applied.
However, an additional $7 billion goes unclaimed by qualifying nonprofits and their donors each year—largely due to a lack of information surrounding the programs. That’s why many mission organizations and schools are taking the opportunity to elevate their matching gift fundraising and push the initiatives forward this year. And Match Month is the perfect chance to begin.
10+ Powerful Ways to Celebrate Matching Gift Month This Year
These smart marketing and engagement ideas inhabit a fun sense of novelty this month. But they’re also impactful for long-term engagement in your organization’s overall strategy.
For the best results, we suggest integrating multiple of the following methods—both this month and beyond.
1. Give your internal team a refresher course.
Before ramping up your organization’s matching gift efforts for Match Month, it’s a good idea to take a look inward. Hopefully, your internal fundraising team should be well-versed in matching gift information. But perhaps you’ve had a few new team members join since your last group training. Or maybe your staff (and volunteers!) could just use a refresher.
The solution? Start the month off right with your own team. Take the time to reiterate the importance of corporate matching gift programs. Practice asking common matching gift questions, ensuring that all individuals have the knowledge and assets to answer them.
You can even provide your team with access to educational resources and other materials to help grow their knowledge and preparedness for the celebrations ahead.
We have some fantastic free eBooks, blog posts, templates, webinars, and more at Double the Donation.
Plus, we offer the industry’s first-ever Matching Gift Academy—an online learning hub encompassing 45 lessons and more than 7 hours of informational video content across 10+ modules.
When it comes to driving matching gift revenue, your internal team encompasses your greatest assets. Make sure they’re equipped to advocate for the opportunities as best they can!
Top tip:
Though the Academy is valued at $199 per year, current 360MatchPro clients can access the learning system at no cost. Just head to the back-end of your matching gifts portal to locate your organization’s unique coupon code!
2. Share on social media.
Your organization likely has at least one, but likely a number of profiles on popular social media sites. Whether it’s a Facebook page, an Instagram profile, or even a TikTok account, your strategic web presence can go a long way toward marketing matching gifts online.
And what better time is there to begin (or to elevate your strategy) than a month dedicated to all things matching gifts?
To get started, consider sharing the following types of content on your nonprofit’s social profiles:
Images and videos
Social media platforms are increasingly visual-focused. If you want to grab—and maintain—your audience’s attention as they scroll through their feeds, research indicates that incorporating eye-catching images and videos is the way to go. In fact, studies show that image-based social posts receive 2.3 times more engagement than those without, and posts with video content can see up to 10 times higher engagement levels.
That said, Match Month is an optimal time to produce and share matching gift marketing videos and imagery. Or get started with our pre-made social media graphics here! (Hint: click each image to enlarge the attachment and download a copy.)
For more templates and sample matching gift posts, head to “Marketing Assets” within the “Resources” tab in your matching gift portal. Then, explore our customizable social media designs for Instagram, Facebook, LinkedIn, and more—including graphics specifically for celebrating Match Month.
Not a client yet? Get a demo to see if Double the Donation is right for your team and gain access to a range of tools and resources!
Industry research
Highlight key statistics that effectively demonstrate the potential that corporate matching brings. Double the Donation has compiled some of our favorite metrics here, including an overview of unclaimed funding and a wide range of participating companies.
Check out these examples:
65%
of Fortune 500 companies offer matching gift programs.
26 million+
individuals work for companies with matching gift programs.
11%
of corporate cash donations are made through matching gift programs.
$2.86 billion
was contributed through corporate matching gift programs last year.
$4-$7 billion
in matching gift funds are left unclaimed by eligible donors each year.
Social media is driven by connectivity, networking, and social proof. That’s why case studies, testimonials, and other success stories can be some of the most influential content you can share!
Take a look at a few examples here:
Sharing the total sum of matching gift revenue (e.g., “Our organization collected more than $50,000 in matching gift funds in the past year from donors like you”).
Highlighting specific examples from prior match donors (ex: “Sarah from Home Depot secured a corporate match on our behalf equaling $5,000, bringing her total contribution value to more than $10,000”).
Spotlighting user-generated content from prior match donors (“According to Jennifer, long-time matching gift donor, ‘I love having the chance to stretch the value of my donation, and getting my employer to support my favorite cause is great!’”)
Showcasing historic community impact (“Thanks to generous matching gift donors last year, we were able to feed an additional 1,000 families in need through corporate match funding we received.”)
Your supporters care about the impact your organization (and, by extension, their donations) brings. When your followers see the influence that other matching gifts have had, they’ll be more likely to take steps to do so themselves.
Reiterate that donation-matching programs enable donors to double their impact without reaching back into their own wallets. If you can put it in terms of tangible impact (e.g., feed two shelter cats for the cost of one), even better!
3. Optimize your site for matching gifts.
Social media marketing is great—but there’s only so much you can share in each post. So, how can you ensure your audience can easily access the information they need to take action? Be sure every matching gift-related item you share links back to additional resources for learning more.
The best place to house those resources is your organization’s website. If you already have a built-out matching gift web page (which you should), consider driving traffic to the page for supporters to learn more about the opportunity. And if you don’t have an existing matching gifts page, Match Month is the perfect time to build that online hub.
Here’s an example of a well-designed matching gifts page to consider:
This inspiring sample follows all of our recommended practices. Take a look at the embedded matching gift search tool (which empowers donors to locate the information they need in seconds), a helpful infographic to visualize the involvement process, a detailed FAQ section, and information about the institution required for donors’ requests. Not to mention, it’s prominently located on the school’s navigation menu!
From there, we also suggest integrating matching gifts directly into your online donation process. Ideally, this should include an employment data widget to your giving form and company-specific program details on the confirmation screen.
Does your organization send regular newsletters as a way to keep donors and other supporters in the know about upcoming events and opportunities? A matching gift-focused newsletter—whether physical or digital—can serve as a powerful tool for raising awareness of matching gift opportunities.
And it’s a great way to elevate engagement with the annually celebrated Match Month.
At the very least, consider adding a section about Matching Gift Month involvement in your standard newsletter. But an entire edition dedicated to matching gifts can go a long way toward inspiring participation in the programs!
Programs like these are known as fundraising match programs. And since these initiatives can also be considered a form of donation-matching, they can fit perfectly into a well-rounded Matching Gift Month plan!
Here’s how it works:
Your organization facilitates a peer-to-peer fundraising campaign in conjunction with Matching Gift Month (February).
Your team reaches out to fundraising match-eligible contacts and encourages them to fundraise on your nonprofit’s behalf. (Be sure to mention your Matching Gift Month celebrations and the opportunity for their total funds to be doubled by their employer!)
Volunteer fundraisers solicit donations from their family and friends and participate in any associated event or campaign activity.
At the conclusion of the campaign, fundraisers submit requests for their companies to match the sum of their funds raised.
Fundraisers’ employers review the requests and verify that submissions adhere to program criteria.
Fundraisers’ employers approve the requests and disperse funding to the organizations for which their employees fundraised.
For example, let’s imagine that John Doe of State Street Corporation raises $1,572 for your organization. This is collected from 15 peers and associates through a social fundraising effort your team hosts this Match Month. When John requests a match from his employer, State Street supplies an additional $1,572 for your cause. This brings the total value of John’s fundraising efforts to $3,144!
That’s a lot of extra funding for your mission—all while engaging your donors at new heights and growing corporate support.
Top tip:
Use your matching gift database tool to uncover fundraising match opportunities in your donor network. Platforms like Double the Donation supply information about many types of corporate giving programs—including volunteer grants and fundraising matches when available.
6. Encourage non-eligible donors to advocate for new programs.
Unfortunately, not all companies match employee donations (though new programs are added every day). And some employers are likely interested in getting started—they might just need a little push to do so.
Luckily, your existing (and non-match-eligible) donors can be some of your best champions for inspiring new matching programs. Sometimes, all it takes is an email from a philanthropic employee to get the ball rolling for a new corporate program. And Matching Gift Month can be the perfect time to begin laying a foundation.
Consider sharing a template like this to provide a baseline for supporters considering advocating on your behalf this month:
Subject line: Request for a corporate matching gift program
Hi [manager or HR representative name],
I am writing to request the addition of a corporate matching gift program at [company name].
Thousands of companies across the globe have established employee matching gift programs, agreeing to match gifts made by their employees to qualifying nonprofit causes with their own corporate donations.
This is an extremely beneficial program to host for every party involved—including the company, its employees, and the nonprofits they support. If you’d like to take steps to establish a matching gift program for the company, Double the Donation has provided a number of detailed guides that walk corporate leaders through the process.
Thank you for your consideration!
P.S. — February is National Matching Gift Month, so it’s a great time to get started!
Use 360MatchPro’s “Leading Companies” tool, which showcases the employers most often searched by donors using your company database tool, to identify businesses in your network without existing match programs! Then, craft a personalized plan for pitching a matching gift program or encouraging your donors to do so themselves.
7. Pursue one-off matching gift program opportunities.
Most companies that match employee donations agree to do so to most nonprofit causes. However, if an organization has an existing partnership with a corporation, it may seek a one-off (or unique) matching gift program that is exclusive to the cause.
In some cases, this type of offering can be an ongoing sponsorship opportunity. But it also may be limited to a particular period of time—such as Matching Gift Month! Thus, February (and/or the weeks leading up to February) can be a great chance to begin pursuing such a relationship.
There are a few types of one-off matching gift programs to consider. These include…
One-off match initiatives with companies that do not yet offer complete matching programs. (For example, Carl’s Computer Company does not have an established matching gift program but agrees to match donations solely made to Atlanta University.)
Agreements with companies that do offer traditional matching gift programs but want to match donations to your organization at a higher rate. (Ex: Carl’s Computer Company matches employee donations to all 501(c)(3) nonprofits at a dollar-for-dollar rate and matches gifts made to Atlanta University at a 2:1 ratio for the duration of Matching Gift Month.)
Keep in mind that both types of programs can be beneficial to your cause, your donors, and your corporate partners. In either case, your donors’ employing companies can be some of your most valuable prospects!
Top tip:
Once you’ve established a one-off match with a corporate partner, add the program details (including eligibility criteria and submission instructions) to your company search tool using 360MatchPro’s custom matching gift management feature. This way, the program will populate in your employer search tool, making it quick and easy for donors to access the information they need to participate.
8. Follow up on previously made donations.
Your organization’s work promoting Matching Gift Month might very well drive a number of new donations—and matches—to your cause. But another strategy you can employ involves following up on previously made gifts. Then, encouraging still-eligible donors to submit their requests retroactively.
Here’s a sample follow-up email you might send:
Not to mention, Match Month falls just a few weeks after the year-end giving season when most organizations see elevated giving. Many of those donations may still qualify for corporate matching, even into the first few months of the new year.
In fact, tons of companies set generous matching gift request deadlines—often accepting submissions for up to a year after the initial donation is made. Take this opportunity to remind eligible donors about their employers’ matching gift programs and how they can get involved.
Top tip:
Use a matching gift automation tool (like 360MatchPro) to automate outreach and trigger personalized donation follow-ups!
9. Include matching gifts in staff email signatures.
This is perhaps our simplest suggestion for celebrating Match Month, but it can be particularly effective when paired with some of our other top ideas. We recommend adding a quick line mentioning matching gift opportunities to all of your team members’ email signatures.
More than likely, your organization sends a ton of emails—from donation appeals to thank-you messages and even nonprofit programming outreach. By incorporating matching gifts in automatic signatures, you can use every piece of communication with your cause as a way to promote donation-matching.
While you could add a simple blurb beneath an individual’s name and contact information, making it stand out can produce great results. For that reason, consider getting a graphic made and added to each person’s signature.
You can even use the space to link to additional resources where recipients can learn more.
10. Consider matching challenge grants.
Corporate matching gifts aren’t the only type of match opportunity your organization should keep an eye out for—they’re just the most widely available. But other match-based initiatives, like challenge grants, also have the potential to multiply the impact of a group’s fundraising success.
Rather than a company matching the donations its employees make to charitable causes, challenge grants are facilitated as a way to offer a donation match to all of a nonprofit’s supporters. Typically offered by a generous major donor, corporation, or foundation, these programs are generally organized according to a set time frame (e.g., a 24-hour period) or predetermined threshold (such as up to $10,000). Then, any individual who gives within the time frame prior to the match fund being depleted will have their gift doubled for your cause by the challenge grant supplier.
It’s important to remember, too, that challenge grants and matching gifts are usually not mutually exclusive. That means you can layer a few matching gift opportunities on top of one another (for example, a donor’s gift being matched through a challenge grant and by their employing company) to further amplify your efforts.
And that’s what we recommend doing to celebrate Matching Gift Month!
Bonus: Make matching easy.
Our final idea for celebrating Matching Gift Month is one that will benefit your organization well beyond the 28 (or 29) days of February. A lot of our previous recommendations involve raising awareness of program opportunities in the first place. Now, we suggest going a few steps further and driving matches by simplifying the processes involved.
After all, donors love matching gifts. They love getting the opportunity to multiply their contribution impact. But even your most dedicated supporters might not follow through when the process is too complicated or time-consuming.
That’s why we recommend fundraising organizations employ matching gift software to streamline and simplify the process. For example, 360MatchPro by Double the Donation empowers nonprofits to:
Identify eligibility with the industry’s most comprehensive matching gift database and corresponding search tool, making it quick and easy for donors to locate the information they need to participate.
Provide employer-specific matching gift program guidelines (minimum and maximum donation amounts, qualifying employees and nonprofit causes, match ratios, and more) and direct links to online submission forms, thus driving more requests to completion with actionable next steps.
Enable innovative auto-submission capabilities, allowing eligible donors to complete the match request process directly from the organization’s giving page and removing critical roadblocks facing traditional matching gift submissions.
Trigger automated and personalized matching gift follow-up messaging to remind donors about matching gift availability and encourage them to take the next steps in their companies’ request processes.
Seamlessly implement a matching gift solution into their existing fundraising ecosystem thanks to ready-built integrations with nearly all leading donation tools, peer-to-peer platforms, CRMs, and more—empowering organizations to get up and running with gift-matching strategies in minutes!
Not only does this benefit your donors by making matching programs more accessible, but it also ensures more back-end efficiency for your internal team and results in matching gift revenue growth of more than 61%.
Drawing inspiration from other nonprofits’ Matching Gift Month efforts can be highly beneficial for organizations strategizing their own campaigns. Not only can successful examples provide invaluable ideas and insights, but they can also spark creativity among your team and establish a deeper understanding of what resonates with nonprofit audiences.
That said, take a look at these Match Month campaigns to aspire to.
Example #1: Matching Gift Month Social Media Post
This independent Massachusetts private school took to Facebook and other social media platforms to promote the corporate matching gift opportunity last Match Month.
This institution uses the post as a way to promote matching gifts and encourage unprecedented individual giving. Not to mention, it links to the school’s matching gifts page and company search tool. These resources can supply additional information and assist supporters in getting started!
Example #2: Matching Gifts Web Page
One university opts to use its matching gift web page as a way to increase awareness about Match Month celebrations.
The blurb, which is embedded in the web page, encourages users to research their companies’ matching gift programs and double their giving impact if they qualify. It also includes an informational matching gift video that uses animated graphics to visualize the institution’s matching gift efforts.
Example #3: Match Month Landing Page
This organization published a dedicated landing page on its website as a way to drive awareness of Matching Gift Month among its supporters.
The page begins with a flashy and eye-catching graphic, shares specific performance metrics that reiterate matching gift impact, and implements an embedded company search tool. It even includes a template supporters can use to advocate for matching gift efforts when their employers lack such programming.
Example #4: Matching Gift Month Blog Post
In order to encourage Match Month participation among its supporters, this nonprofit published an informational blog post on its website.
The article outlines the basics of Matching Gift Month, emphasizes the importance of matching gifts for the organization’s mission, and shares additional resources donors can use to pursue matching gift opportunities (such as a direct link to the dedicated Match Page and integrated search tool). Plus, it uses illustrated statistics to communicate the availability of employee gift-matching in a user-friendly way!
Matching gifts have the potential to elevate your organization’s fundraising, bringing your overall community impact to new heights. February’s celebrations can be a fantastic opportunity to jumpstart or scale up your efforts. But it’s certainly not the only time to pursue this funding source.
As you aim to drive awareness of (and participation in) the programs this month, remember that the value of a long-term matching gift strategy can boost your fundraising for years to come. Keep in mind that the practices outlined above—and powering your team with the right tools and resources—can help!
Looking for more helpful matching gift resources? Check out our other recommended blog posts to continue learning:
Complete Guide to Matching Gifts
Dive into the basics and beyond with this complete guide to corporate matching gift programs.
Find out everything from common guidelines and well-known programs to streamlining your efforts with matching gift software.
Not all match-eligible donors will complete their submission processes right away. Discover several impactful strategies for driving more matches to completion with this smart guide.
https://doublethedonation.com/wp-content/uploads/2023/01/DTD_The-Complete-Guide-to-Celebrating-Matching-Gift-Month_Feature.png6001600Adam Weingerhttps://doublethedonation.com/wp-content/uploads/2022/03/logo-dtd.svgAdam Weinger2024-02-01 16:05:182024-04-02 12:28:24Here’s How You Can Celebrate Matching Gift Month This February
Nonprofits thrive on the generosity of committed donors, whose loyalty funds their mission-related work year after year. Not only do returning donors provide reliable support for nonprofits, but they also give 42% more than one-time donors on average.
But with retention rates hovering around 40% in recent years, your organization needs a clear plan for keeping your donors coming back. In this guide, we’ll explore how you can do just that by discussing a stewardship matrix in the following topics:
This means donor retention is not just a technique to raise more—it’s a necessity for fulfilling nonprofit missions! Let’s get started by defining a stewardship matrix.
What is a stewardship matrix?
A donor stewardship matrix is an outline of the method and cadence your nonprofit will use when reaching out to donors. This stewardship plan standardizes outreach by establishing a dedicated timeframe for engaging each donor.
As a nonprofit professional, you’re likely familiar with stewarding donors, or the process of building relationships with donors after they contribute to your organization. While there are plenty of tips available for nonprofit leaders about engaging donors more deeply, the only way to successfully master stewardship is with a comprehensive plan.
To prepare a donor stewardship matrix, your nonprofit will need to evaluate the following:
Donor segments: Know the different appeals donors need to hear. For example, 40% of Millennial donors are enrolled in a monthly giving program and 52% are more likely to give monthly than to make one large donation. Your nonprofit might plan to promote monthly giving to this segment to increase the chances of these donors giving.
Communication channels:48% of donors say that regular email communications are most likely to keep them engaged and inspire repeat donations, followed by social media (18%), print (16%), handwritten notes (12%), and phone calls (6%). Leverage these channels accordingly to reach donors in a way they’re likely to respond to.
Timeline: Knowing when and how frequently donors prefer to give can guide your requests. 94% of recurring donors prefer to give monthly, 3% weekly, 2% annually, and 1% quarterly.
When taking these details into account, your nonprofit can create personalized and meaningful communications for specific audiences. Let’s take a closer look at how to develop a stewardship plan.
How to create a donor stewardship plan
Acknowledging the need to steward donors is just step one. To craft a stewardship plan that effectively engages donors and secures their long-term support, follow these steps.
Segment your donors.
Your nonprofit’s stewardship efforts are based on its donor composition, meaning you must learn about the individuals that make up your supporter base to cultivate meaningful relationships with them. Start with an overview of your supporter base by visualizing donors’ current engagement levels in a pyramid format.
Your donor pyramid will be unique to your organization, but it can generally include first-time, recurring, and major donors. Keep in mind that the goal of your donor stewardship plan is to move supporters from lower levels of the pyramid to higher levels.
Along with these categories of giving levels, identify shared characteristics among your donors and group them into donor segments accordingly. Donors’ preferences and interests can help you more accurately target your outreach to appeal to them individually. Some common determinants of donor segments include:
Demographics
Involvement history
Communication preferences
To create these segments, you’ll need thorough and accurate donor data. Collect information about your donors through surveys, donation forms, conversations at a fundraising event, or by hiring a data appending service. Then, implement a standardized process for inputting data into your nonprofit’s database. Ensure it stays up-to-date over time and free of errors or duplicate entries.
Determine communication types.
Using what you know about your donors, start developing ideas about how to best engage each group. You’ll need a well-rounded approach to successfully move donors up the pyramid. Consider including the following types of communication:
Acknowledgment: Let donors know their involvement is noticed and appreciated by your nonprofit to immediately connect with them upon engaging with your organization.
Recognition: Take acknowledgment a step further by thanking donors specifically for their contributions. Remind them that your mission would be impossible without them and make them feel like an integral part of your work.
Reporting:41% of donors say they would give again if they received personalized outreach on the impact of their support. Show supporters what their donations have accomplished to help them feel valuable to your organization, and show them what additional donations could accomplish to inspire further support.
Ongoing engagement: Develop a plan for ongoing engagement that accounts for donor feedback. This includes direct donor engagement strategies, like inviting them to continue their involvement in a specific way, as well as opportunities for donors’ voices to be heard, like feedback surveys.
Your stewardship matrix will only be complete with several types of communication since a variety of messages are needed throughout the donor lifecycle to engage them in different phases of giving. Keep your donor segments in mind as you establish these communication types and determine which messaging each group would prefer to hear.
Brainstorm stewardship activities.
Narrow your stewardship strategy by getting specific with the actions you’ll take to send these messages. Within the above categories of communication types, create specific activities to deepen donors’ connections with your organization. Some highly engaging ideas include:
To make these activities even more engaging, plan messages outside of your typical donation request or follow-up. For example, a fun eCard on a donor’s birthday can show that you care about them as individuals, not just ATMs with legs.
Outline a donor stewardship matrix.
After establishing your donor segments and developing a list of activities to engage them, your nonprofit can officially create its donor stewardship matrix.
Break down your activities into the different types of communication we discussed earlier and create a timeline for when those communications will be sent out. While your donor stewardship plan will be unique to your nonprofit and its supporter base, you can use the following template and steps as a guide to organize your communications:
List out your communication types. These are the focuses of communication you outlined after donor segmentation, such as recognition or reporting.
Assign activities to each communication. Create communication activities to achieve each of the goals listed in the previous step.
Specify a timeline for each activity. Determine a deadline for each activity to be completed that ensures maximum engagement. For example, you’ll want to thank a donor within 24 hours of receiving their donation to show you value their gift and keep your organization top of mind.
Assign donor segments with activities. List out your groups of donors and mark which ones should be engaged with each activity. For example, a welcome email would help first-time donors feel welcomed into your organization, but this wouldn’t apply to recurring donors who have been part of your nonprofit for years.
Remember that this donor stewardship plan will integrate with your organization’s overall communications strategy. Be careful not to overwhelm donors by ambushing their inboxes with thank-yous, donation appeals, and other communications.
The best way to organize your communications plan is to designate a specific stewardship committee within your marketing team. This way, those in charge of your stewardship plan will have an understanding of your overall communications and the resources to coordinate with your communications team so that the timing is well-planned.
Implement your donor stewardship plan.
After explicitly laying out your stewardship matrix, it’s time to put your plan into action! Immediately begin the process with newly-acquired donors and track your communications with them.
For existing supporters, use your newly created donor segments to launch stewardship efforts with them, as well. Be careful to track each communication and add special notes about interactions where relevant. This way, you’ll get to know your supporters even better and track their engagement with your organization over time.
Stewardship matrix best practices
Consider these additional tips for making the most of your stewardship matrix.
Regularly qualify your donors.
Imagine this: Sally, a senior in college, is a new donor who contributed to your nonprofit for the first time this year. You successfully steward her, and she continues to give frequently for the next five years.
A lot can change in five years, which is why you’ll need to re-evaluate your donor segments over time to ensure each donor is properly categorized. Sally, for example, might enter an entirely new segment after graduating college, getting a new job, and potentially going through other life changes, such as moving to a new city.
Donor qualification is the process of analyzing your donor segments and allows your nonprofit to keep an eye on its changing donor base. Ultimately, you’ll be able to uncover new stewardship opportunities by keeping track of donors’ life changes, not only by properly segmenting them but also by knowing them on a personal level.
Re-evaluate your plan over time.
Stewardship is a cycle in that as you learn more about donors through your donor stewardship plan, your activities and efforts should evolve. Regularly evaluate which areas can be improved and how you can strengthen relationships with your donors.
To do this, gather feedback from donors and your stewardship team. Donors can provide insight into how your current stewardship plan makes them feel, but your team’s feedback is similarly necessary for determining how their roles impact your plan and what areas for improvement they’ve identified.
Create giving societies.
Make it easy for donors to increase their engagement with clearly defined giving societies. Establish a donation amount required for membership (or an annual membership fee) to encourage donors to give more. In exchange, they’ll receive benefits associated with the membership, such as exclusive merchandise branded to your organization or access to VIP events.
By incorporating giving societies into your stewardship strategy, you’ll add an element of prestige to donating. Plus, this helps to cultivate a stronger community of supporters when members mingle at events and get to know each other better.
Tools for increased donor stewardship
While a thoughtful stewardship plan can significantly improve donor retention, the right tools can supplement your plan by streamlining your efforts.
Donor-facing technology
Whether your stewardship communications prompt donors to take a certain action or simply information, you’ll need to ensure they can receive your message and act on it easily. Consider the following donor-facing tools for your strategy:
eCards: Make your communications more engaging with digital greeting cards branded to your organization. These cards, typically sent via email, can be sent for any purpose, including celebrating holidays, acknowledging donations, or even collecting donations when supporters send eCards to friends and family members in exchange for a small donation to your nonprofit.
Accessible website: Many of your communications will send donors back to your website since it’s a hub for all the most important information about your nonprofit. Ensure your website is easy to navigate and follows your stewardship strategies, using elements such as beneficiary testimonials to make donors feel valued and important.
Matching gift auto-submission: Matching gifts are a proven way to engage donors, with 84% of donors saying they’re more willing to donate if a match is offered. Embedding an auto-submission tool on your nonprofit’s website makes it easy for donors to check their eligibility and submit a match request, instantly doubling or tripling the impact of their gift.
In addition to making match requests a breeze, auto-submission tools can further show donors that you’re working to maximize their gifts and drive real impact with every contribution, especially when paired with background information about the significance of a matching gift program. For more information on how to leverage such a tool, watch the video below:
Data management tools
To create donor segments and ultimately plan communications for your unique supporter base, you’ll need organized data in an easily navigable platform. Consider investing in a constituent relationship management (CRM) solution to manage your donor data and details about their contributions.
Depending on the solution you choose, some CRMs even automate many of the stewardship processes for you, such as donor segmentation or sending communications. These tools can even compile reports to make it easier for your nonprofit to draw insights from your donor data.
Online giving software
Various giving tools can make online donating easier for your donors by creating donation forms, safely processing payments, and automating donation receipts. According to Getting Attention, these tools can also simplify donor data collection for your nonprofit by collecting contact information, giving preferences, and other important details.
Next steps for your donor stewardship plan
With a stewardship matrix, your nonprofit has a powerful and unique tool for donor retention. It unlocks your ability to deepen relationships with supporters and ultimately raise more, decreasing the chances of donors lapsing over time.
Be careful not to neglect this tool as your supporter base grows and evolves. To effectively steward donors, your plan must also grow and evolve. Use the right technology, leverage valuable donor data, and always look ahead to identify other opportunities for engagement.
For more ideas and expert tips on stewardship strategies, check out these additional resources:
How to Start A Donor Retention Program for Your Nonprofit. Now that you’ve learned everything you need to know about creating a stewardship plan, expand your efforts by establishing a complete retention program. Learn everything you need to know to get started in this guide.
What Is Phone Number Appending? How the Process Works. Accurate donor data is crucial to every donor stewardship plan. Explore this guide to phone number appending so you can ensure your nonprofit has access to the most up-to-date contact information for each supporter.
Matching Gift Videos | Examples and Best Practices. Donors are more willing to give (and willing to give more!) when they know their gifts will be matched. Learn how to promote matching gifts to donors and encourage them to deepen their involvement with your nonprofit!
https://doublethedonation.com/wp-content/uploads/2024/01/stewardship-matrix_feature.jpg6001300Adam Weingerhttps://doublethedonation.com/wp-content/uploads/2022/03/logo-dtd.svgAdam Weinger2024-01-31 21:44:192024-03-08 21:17:52Mastering Donor Retention: How to Build a Stewardship Matrix
Tons of companies offer workplace giving programs as a way to incentivize employees to give back to their communities. To make the most of these philanthropic initiatives, qualifying nonprofits are taking increasingly proactive steps to drive supporter participation. But with a need for engaging multigenerational donors in the workforce, promoting the opportunities is not a one-size-fits-all task.
Instead, we recommend exploring effective strategies as you tailor your approach to each age group. And you’ve come to the right place to do so! In this guide, we’ll explore everything you need to know about engaging varying generations of supporters, including:
Remember: the more you adjust your fundraising approach to your intended audience, the more likely the segment is to actively engage with your efforts.
Ready to create impactful and inclusive workplace giving programs that resonate with every generation in your supporter base? Let’s dive in.
The Unmatched Value of Multigenerational Donor Engagement
Your organization is likely backed by a wide range of donors of all ages, races, genders, backgrounds, and more. But do you take a universal approach to engagement? How exactly does a person’s stage in life factor into their relationship with your organization? Where do employee giving opportunities come into play for any age group?
These are the questions you should be asking yourself if you’re looking to develop a multigenerational engagement strategy.
And doing so is essential. After all, facilitating long-lasting connections with supporters of all age ranges empowers your organization to build a sustainable donor network.
As of findings from 2022 annual giving, the estimated generational giving breakdown is as follows:
Matures — 20.2%
Baby Boomers — 40.8%
Generation X — 22.9%
Millennials — 13.9%
Gen Z — 2.2%
Meanwhile, the makeup of the current workforce looks like this:
Matures — 1.3%
Baby Boomers — 25.6%
Generation X — 33.1%
Millennials — 35%
Gen Z — 5%
All in all, workplace giving programs continue to go significantly underutilized, with an estimated $4 to $7 billion in corporate funds going unclaimed from matching gifts each year—with volunteer grants and other employee giving initiatives falling short as well.
Ultimately, a strategy that focuses too narrowly on the older generations is likely to miss out on the immense opportunities made available by the up-and-coming (and, in many cases, already here) younger donors in your network. Conversely, centering too much on younger donors can cause missed potential from older generations who remain and still possess invaluable experience, deep connections, and a strong commitment to philanthropic support.
The answer? A well-balanced, multigenerational fundraising and workplace giving strategy that prioritizes the strengths of each group to maximize overall success.
Top Fundraising + Workplace Giving Strategies by Generation
With different characteristics defining each segment, effective workplace giving efforts can vary accordingly. Here, we’ll provide an overview of the five generations currently in the workforce—and partaking in philanthropy—and our recommended practices for engaging with the group.
Key Characteristics: Dependable, straightforward, and reliable
Influenced by: Tradition, loyalty, recognition, and authority
Preferred Communication Channels: Direct mail, phone calls
Preferred Giving Methods: Direct mail, check/cash donations
Born prior to 1946, the Matures (also known as the Traditionalists or the Silent Generation) exhibit strong values of loyalty, discipline, and respect for authority. They have a powerful sense of duty and often prioritize stability and tradition. Though the causes they support are widespread, the Matures tend to be drawn to established institutions with long-standing, positive reputations.
Though the vast majority of the Mature generation is now retired, the group continues to give generously to the organizations they care about. In fact, retirees contribute an estimated 42% of all charitable dollars in the U.S. each year.
Our Top Tip: Familiarize yourself (and your team) with matching gift and volunteer grant programs that are inclusive of retirees!
Luckily, a lot of companies include retired employees in their workplace giving programs—such as the Coca-Cola Company, Johnson and Johnson, Chevron, Gap (and its subsidiaries), and many more.
However, there’s a good chance that eligible retirees (or even those still working for the companies) remain unaware of these programs. Thus, it’s a good idea for your organization to research available programs and communicate the opportunity to your audience.
Baby Boomers
Age in 2023: 59 to 77 years old
Key Characteristics: Optimistic, driven, and value personal growth
Influenced by: Social change, civil rights, and economic prosperity
Preferred Communication Channels: Meetings, phone calls, Facebook
Born between 1946 and 1964, Baby Boomers are a generation known for their strong work ethic and dedication to social causes. This group believes in making a tangible impact on specific communities or individuals through their charitable contributions. Plus, they often seek opportunities to actively engage with causes they care about.
When engaging Baby Boomers in workplace giving, it is crucial to emphasize the outcomes and measurable results of their doubled donations. Recognizing their long-standing commitment to making a difference and providing volunteer opportunities can also resonate well with this generation.
Our Top Tip: Highlight the opportunity for Baby Boomers to leave a lasting (and multiplied) legacy through workplace giving.
As this group approaches or enters retirement age, Boomers often take the time to reflect on their life’s accomplishments—and the impact they want to have made. By emphasizing how their contributions, combined with corporate funding, can create a meaningful and enduring impact on the causes they care about, nonprofits can tap into their desire to leave a positive mark on the world.
Be sure to provide tangible examples and motivational stories that demonstrate how matching gifts and volunteer grants have made a difference for your organization!
Generation X
Age in 2023: 43 to 58 years old
Key Characteristics: Independent, adaptable, and familiar with significant changes
Influenced by: Authentic storytelling and tangible giving outcomes
Preferred Communication Channels: Email, social media
Born between 1965 and 1980, Generation X is known for their independent, resourceful, and self-reliant nature. Gen Xers often seek causes that align with their personal beliefs, and they appreciate efficiency in communications. Plus, this group values flexibility and giving experiences that provide a sense of meaning.
When engaging Generation X donors in workplace giving, it’s a great idea to offer options that cater to their individual wants and needs. Providing customizable and streamlined ways to get involved with matching gifts, volunteer grants, and more, highlighting tangible outcomes, and offering opportunities for skills-based volunteering that align with their professional expertise can be effective ways to engage with this generation.
Our Top Tip: Harness Gen X’s desire for financial efficiency by promoting the potential to double their donation impact through matching gifts.
Generation Xers, who are often at the peak of their earning potential, appreciate maximizing the value of their giving. Highlight the fact that their donations can be matched by their employers, effectively doubling the impact they make on the causes they care about. And it’s all without reaching back into their own wallets at all!
Millennials
Age in 2023: 27 to 42 years old
Key Characteristics: Tech-savvy, socially conscious, and outcome focused
Influenced by: Peer-to-peer communication, transparency, and impact
Preferred Communication Channels: Email, text messaging
Born between 1981 and 1996, Millennials are a generation characterized by their tech-savviness, passion for social justice, and desire for meaningful experiences. They grew up in the age of technological advancements and are often highly connected through social media and other digital platforms.
Overall, this group values transparency and tangible impact and is typically more motivated to give to causes rather than specific institutions. Millennials saw a 40% increase in average annual household giving from 2016 to 2022—the only generation with a positive change in the period. Providing opportunities for hands-on involvement, peer-to-peer fundraising, and highlighting the collective impact of their contributions can further engage this segment.
Plus, the group is already highly involved in workplace giving, with more than 86% of Millennial employees donating to nonprofit causes. Not to mention, a 2020 study reported that 58% of young professionals had given through an employee giving program, compared to only 37% overall.
Millennials also volunteer at a higher rate than any other generation, which means that volunteer grants are an excellent opportunity to pursue.
Our Top Tip: Mention workplace giving opportunities in your Millennial-focused donation appeals to incentivize giving in the first place!
A recent study indicated that while 64% of donors say that the presence of a matching gift is likely to motivate them to give, Millennials are more likely to be impacted by a match (over 78%) than any other generation.
Not to mention, younger generations of donors are increasingly likely to work for socially conscious companies that offer matching gift and volunteer grant programs, thus elevating their chances of eligibility.
Gen Z
Age in 2023: 11 to 26 years old
Key Characteristics: Tech-native, prioritizes diversity, and values social justice
Influenced by: Desire to create social change
Preferred Communication Channels: Messaging, texts
Gen Z represents the youngest group entering the workforce and, subsequently, becoming potential donors. Born between 1996 and 2012, Gen Z is often overlooked for its relatively limited capacity to give. However, this group currently has the “fastest growing economic power across all generational cohorts.”
With an estimated $360 billion in disposable income in 2021, Gen Z is expected to grow its aggregate income to over $33 trillion by 2030. As their disposable income grows, organizations can expect donation amounts to follow. And securing them as supporters now can go a long way in the end!
Also worth noting is that Generation Z is the most likely to opt for monthly giving (62%), which is often attributed to their familiarity with paying for subscription-based services. They favor regular communications as well, typically preferring monthly updates from the organizations they support.
Our Top Tip: Communicate the potential of workplace giving initiatives to further amplify recurring donations.
A common misunderstanding surrounding matching gift programs is that recurring donations do not qualify for employer matching. But in most cases, that’s generally not true! Make an effort to research your monthly donors’ corporate giving guidelines and communicate relevant information to your supporters.
By participating in their employers’ philanthropic initiatives, recurring donors can make an even greater impact on the causes they care about. You just need to break down the myths that are holding your match potential back and take a proactive approach to marketing workplace giving opportunities to your youngest donors.
Collecting Donor Data to Segment Your Engagement Strategy
As with any effective segmentation strategy, you’ll need the right information to inform your organization’s efforts. As you aim to elevate your workplace giving initiatives with generational data, you’ll need two key types of details.
Demographic Information
What is it? Defined as “quantifiable attributes of a population, group, or individual,” demographic information includes details such as age, gender, income, education level, marital status, location, and more. Regarding multigenerational engagement, the most essential metric you’ll need is your donors’ (as well as volunteers’ and other supporters’) age groups.
Why does it matter? Having this information will allow you to target your workplace giving strategies accordingly! For example, you might determine that a top matching gift opportunity falls into the “Mature Generation” category. In that case, you may decide to send a direct mailing that highlights the opportunity and shares the information they need to participate rather than rely solely on digital outreach.
How can I get it? The easiest way is just to ask. But you don’t have to come right out and ask for their exact age. Instead, add an optional donation form field that prompts donors to enter their date of birth (hint: you can also send a birthday card!).
Or, ask supporters to check a box for the age range they fall into (ex: 18-24, 25-34, 35-44, 45-54, 55-64, 65+).
Employment Data
What is it? The other key information you’ll need to market workplace giving strategies effectively has to do with your supporters’ employment data. Though the companies your audience works (or worked) for is the most essential piece, it can also help to know their working status—such as full-time, part-time, or retired.
Why does it matter? This information will help your team (or your software) identify available opportunities for workplace giving programs. When you see that your donors work for companies that match gifts or your volunteers work for companies that provide volunteer grants, you’ll want to follow up with information about how they can get involved.
How can I get it?Add another field to your donation form that prompts supporters to enter the name of their company, or embed our employer search tool directly into your giving page or confirmation screen. With Double the Donation, you can even enlist follow-up messaging to provide another opportunity for donors to share the information with ease. Jump to the next section to learn more about how automation helps drive results!
Top tip: When you provide context for the ask (e.g., “See if your company will match your gift! Select your employer here.”), donors typically respond particularly well. On the other hand, a data appending service can help fill in the blanks for those who don’t provide it themselves.
Our #1 Recommendation for Engaging All Generations: Automating Workplace Giving
When it comes to engaging multigenerational donors in workplace giving, there is one strategy that stands out above the rest… And that is automating the process.
Workplace giving automation not only streamlines the process for your team behind the scenes but also enhances convenience, accessibility, and engagement for donors across all age groups.
Here’s how automation elevates matching gifts and volunteer grants:
Increases awareness of the opportunity for all supporters.
There’s a significant knowledge gap regarding workplace giving programs among every generation. In fact, an estimated 78% of eligible donors have no idea that their employer matches. Luckily, workplace giving technology automates marketing and promotions around the opportunity, ensuring that every donor receives information regarding the programs. When supporters are aware of their chance to stretch their impact further with matching gifts and volunteer grants, they’re often eager to participate!
Facilitates easy personalization.
Individuals of all generations appreciate personalized outreach. From seeing their name in an email subject line to being provided with insights for their employer’s giving program, tailored messaging strengthens relationships—and produces results. With a matching gift tool, the software fills in the blanks in customizable templates, providing highly specific communications with no added effort.
Appeals to all levels of tech savviness.
In today’s digital age, younger generations, such as Millennials and Gen Z often prefer digital engagement. After all, they tend to have ample experience with online transactions. And while older generations may not be as familiar with the technology, an automated tool can go a long way in helping guide them through the process with detailed assistance and step-by-step instructions. Now, they won’t need to go searching in their company’s intranet for a matching gift form to complete—because they were provided with a direct link to the submission portal in their email.
Tracks and drives more matches to completion.
Ultimately amplifying giving with more matches making it across the finish line, automation allows for seamless matching gift tracking and follow-ups. The end result is fewer matches left unclaimed and more corporate funds available to your organization. And when supporters of all ages see the impact of their contributions being multiplied, they’ll become increasingly engaged with your cause.
Final Thoughts
Engaging multigenerational donors is a dynamic and multifaceted process that requires careful consideration of your audience. After all, each segment plays a key role in your overall fundraising and workplace giving success. Thus, you’ll want to account for the diverse needs and preferences of every generation.
The better you understand the primary characteristics, values, and motivations that describe each group, the more effectively your organization can tailor its giving programs. Plus, there are a few key strategies that can lend themselves to powerful workplace giving results across all generations—such as investing in dedicated matching gift and volunteer grant technology—that you certainly don’t want to miss.
In the end, your nonprofit will be better funded, your donors feel strengthened connections to your cause, and the communities you serve experience greater programming made available through workplace giving revenue.
Cause marketing is a great way for nonprofits and corporations to join together for a similar mission. As a result, it’s becoming a key way for corporations to express their philanthropic side while also benefiting their own bottom line.
And if you’re a business or fundraising organization looking for some of the best cause marketing examples to get inspired by, you’ve come to the right place!
In this guide, we’ll walk through several standout campaigns and the ideas that brought each one success. But first, we have to cover the basics.
What is cause marketing?
Falling under the umbrella of corporate philanthropy, cause marketing (or cause-related marketing) looks something like this:
Corporations partner with nonprofit organizations to help them raise money and awareness. In return, this publicly philanthropic action generates more business for the company.
In other words, it’s a win-win situation!
What is corporate philanthropy?
Corporate philanthropy encompasses any actions a business takes to benefit the world around them. Along with (and sometimes in tandem with) cause marketing, corporate donations through matching gift programs are another popular arm of this generosity.
When a company offers a matching gift program, it essentially pledges to match the donations their employees contribute to qualifying nonprofit organizations. Effectively functioning as a “buy one, get one free” sale on nonprofit fundraising, matching gifts allow organizations and their donors to double (and sometimes even triple!) the impact of the original donation.
How to implement smart corporate giving strategies
For nonprofits
The easiest way for nonprofits to capitalize on corporate giving programs is by investing in workplace giving automation. When you leverage an automation platform like Double the Donation’s 360MatchPro, you can scale up your revenue while minimizing the operational lift required of your team.
This allows you to screen your supporter information to uncover available opportunities, trigger personalized outreach that drives participation in such programs, and track and report on corporate giving impact from start to finish.
Plus, you can even use the data collected through matching gift efforts to inform your broader corporate partnerships, such as identifying ideal prospects for which to pitch cause marketing initiatives and more.
For companies
There is also a range of corporate giving management software designed to aid companies in organizing and facilitating their end of a philanthropic partnership. These tools, also known as CSR or social impact platforms, can streamline management of initiatives like matching gifts, corporate volunteerism, annual giving campaigns, nonprofit sponsorships, cause marketing campaigns, and more.
Plus, it’s important to seek the right mission-driven partners and build strong relationships with the organizations a business chooses to support. While Double the Donation is not a corporate-facing vendor, feel free to contact us and we’d love to get you in touch with one of our CSR partners!
With that, let’s dive into some of the most inspirational examples cause marketing that we’ve seen in recent years. Take notes from these successful partnerships, and see which strategies might benefit your team.
Danaher Corporation hosted a custom matching gift program in partnership with LLS as a way to give back to its community while engaging with its employees. As a part of the company’s Giving Tuesday Now campaign, the company encouraged team members to support the Leukemia & Lymphoma Society’s Light the Night fundraising walk. And in return, Danaher matched employees’ contributions dollar-for-dollar to double team members’ giving impact and grow support for the organization.
Why Their Campaign Made the List
Danaher’s support of LLS started out as a custom matching gift partnership. But since the success of their original initiative, the company decided to establish a standard matching gift program that’s open to nearly all nonprofit causes!
This inspiring cause marketing example illustrates the way that a one-off campaign can develop into a long-term, widely impactful opportunity for both the company and the organizations it supports.
The Leukemia & Lymphoma Society also boasts a complete matching gift strategy in partnership with Double the Donation’s automation platform. This empowers the team to raise even more for their cause through all sorts of corporate giving opportunities available to them.
Interested in learning more? Check out our LLS case study to see how matching gift automation brought the organization’s corporate fundraising strategy to new heights.
You’re probably familiar with The Salvation Army’s Red Kettle campaign, which usually takes place during the holidays. Typically, these red kettles or buckets are placed outside department stores and other shops to receive donations.
While this tried-and-true cause marketing strategy has been successful for many years, The Salvation Army realized they were missing out on a large pool of potential donors that don’t carry cash.
To improve their Red Kettle campaign, they partnered with the giving kiosk company DipJar so that they could start accepting donations via credit cards.
The branded DipJars were placed beside registers at local coffee shops and other retail partners. With these, The Salvation Army was able to gather donations from all interested donors, cash-carrying or not.
Why Their Campaign Made the List
This campaign makes our top spot because The Salvation Army saw a gap in their fundraising potential amidst a significant digital shift, and effectively provided donors with a quick and easy solution. And the companies that partnered with The Salvation Army were happy to implement the new and forward-thinking ideas!
Not to mention, online donations pair well with corporate matching gifts, and The Salvation Army Southern Territory employs 360MatchPro to effectively pursue donation-match opportunities without lifting a finger!
This iconic cause marketing campaign originated in the United Kingdom and is now taking the United States by storm.
Last year, the campaign raised a record-breaking $49 million through the sale of over 12 million “red noses” at 9,000+ Walgreens stores nationwide.
The six-week campaign starts with Walgreens customers purchasing red noses and wearing them to pose for and share pictures as well as to other Red Nose Day fundraising events to spread awareness.
The proceeds from the red nose sales, and additional fundraising events orchestrated by companies and individuals during the campaign, go toward helping lift children out of poverty in the United States.
The campaign is held yearly and experiences great success.
Why Their Campaign Made the List
The Red Nose Day cause marketing campaign stands out because of its fun and playful nature. Plus, it’s so shareable. Donors want to buy a red nose (and many look forward to the campaign each year!) so that they can take pictures and share them with the hashtag #rednoseday.
4. 100% for the Planet
Who are the partners?
Patagonia organized this cause marketing campaign with various grassroots environmental organizations.
Campaign Overview
For Black Friday, Patagonia announced that they would give 100% of the day’s sales to support grassroots organizations working to protect our air, water, and soil.
To help support the planet, customers just needed to make a purchase at one of Patagonia’s many stores on Black Friday. With the help of many loyal customers as well as first-time shoppers, the company was able to raise more than $10 million in sales.
The funds were then contributed to numerous underfunded and off-the-radar nonprofits, ultimately going a long way to make a positive difference for our planet.
Why Their Campaign Made the List
Donating to the cause took no additional effort—donors just had to shop at Patagonia on Black Friday to show their support. Since all the money spent was going toward a good cause, it’s likely that many people purchased more than normal just to support the environmental organizations.
Not to mention, Patagonia demonstrates its devotion to social and environmental good all year round, too. Although the 100% For The Planet campaign was a single-day event, the company commits to contributing 1% of all sales to environmental causes. Plus, Patagonia offers up to $10,000 in matching gifts for all current employees year-round, empowering their own workforce to give back in impactful ways!
As a multi-faceted campaign, the ADA’s Promotions That Give Back involves several key partnerships with companies’ whose mission statements align with the organizations’ own values. Each partnership is structured in a slightly different way, though they generally all follow a ‘portion of sales’ model of cause marketing.
Why Their Campaign Made the List
This campaign stood out because of the successful collaboration between the American Diabetes Association and their range of corporate partners. Because their missions and visions align so well, each team is able to benefit greatly from the overlapping audiences reached through their ongoing cause marketing efforts.
Plus, the ADA takes a proactive approach to employee matching gift opportunities, too, using Double the Donation’s automation system to identify, tailor outreach for, follow up with, and track available corporate gifts.
6. Buy a Pair, Give a Pair
Who are the parnters?
Warby Parker partners with various healthcare and medical-related organizations, including VisionSpring.
Campaign Overview
Warby Parker uses the buy-one-give-one model to promote the company’s philanthropic side and give back to communities in need.
The premise is very simple: for every pair of glasses that Warby Parker sells, the company donates to cover the cost associated with sourcing a pair for someone who would otherwise be unable to obtain them.
In addition to the donation, their nonprofit partners train individuals in developing countries on how to give basic eye exams and sell glasses at affordable prices, thus making vision care more readily available in the long run.
Why Their Campaign Made the List
The Buy a Pair, Give a Pair campaign is so successful because of its marketing strategy and the ability to capture donors’ attention and raise awareness. And Warby Parker has pulled off one of the most well-known instances of this particular cause marketing strategy!
To market the effort, the company shares information about the program, along with beneficiary stories, on its website and other promotional materials.
7. PurposeFULL
Who are the partners?
The PurposeFULL cause marketing campaign is a collaboration between Arby’s and Share Our Strength.
Campaign Overview
Since the establishment of the program, Arby’s restaurants across the nation have raised more than $27 million for the organization Share Our Strength. Centered around four key pillars of corporate giving, the PurposeFULL program is designed to support YouthFULL, SkillFULL, ResourceFULL, and FlavorFULL efforts for social and environmental good.
PurposeFULL is a point of sale campaign, meaning that Arby’s asks for donations during the sale of an item usually through a screen prompt, sign, or a direct ask from the cashier.
The money raised through its PurposeFULL campaign each year goes to provide meals to youth in need throughout America. And it has an overall vision of eradicating childhood hunger and food insecurity!
Why Their Campaign Made the List
Because the PurposeFULL campaign lets donors know how much just $1 can contribute (up to 10 meals!), supporters are able to visualize and understand the tangible impact of their monetary donations.
The Soar With Reading campaign is a partnership between JetBlue and the nonprofit organization FirstBook.
Campaign Overview
The Soar With Reading program was designed to inspire and encourage children’s imaginations.
JetBlue donates money to FirstBook to help provide books to children in low-income neighborhoods, including through free book vending machines.
Additionally, the Soar With Reading program helps provide schools and educators with diverse reading materials to promote and encourage learning among students.
Why Their Campaign Made the List
The Soar With Reading campaign is successful because the whole company is involved in supporting JetBlue’s partner organization. JetBlue employees are encouraged to volunteer with the Soar With Reading program and make a difference in children’s lives, or even donate toward the cause themselves.
And the company also offers a unique volunteer grant program in which team members are eligible to request free flight vouchers on behalf of the organizations (FirstBook and others) with which they volunteer! So not only are JetBlue employees empowered to get involved with their cause marketing partner in a hands-on way, but they’re also able to provide additional resources at no cost.
Coca-Cola has used polar bears as their unofficial mascot for years, so it makes sense that they would partner with World Wildlife Fund to support the conservation of the polar bear and its habitat.
Thus, the Arctic Home campaign was all about building awareness and raising funds through merchandise and online fundraising.
Coca-Cola introduced Arctic Home Coke cans to raise funds and awareness for the organization. With a package code leading to an online donation form, consumers could quickly and easily make a gift to the organization. And Coca-Cola stretched these gifts even further by matching every donation its buyers made!
Why Their Campaign Made the List
By matching the $1 donations of customers who purchased an Arctic Home can, Coco-Cola financially supported and motivated its own audience to give to the World Wildlife Fund. Those small-dollar donations added up quickly, especially since they were being doubled.
Coca-Cola also matches gifts made by its employees of up to $10,000 per team member per year at a 2:1 ratio—effectively tripling its workforce’s donation impact year-round!
Tito’s Handmade Vodka started their partnership with Emancipet to help care for dogs. And out of that relationship, with a goal to raise both money and awareness for the organization, Tito’s cause-related website, Vodka for Dog People, was born.
On the site, supporters can purchase Tito’s-branded items such as leashes, toys, and t-shirts, making it the perfect pairing of product fundraising and cause marketing.
For the Tito’s product fundraising campaign, all the proceeds from the website go to Emancipet. Meanwhile, the added benefit of fundraising through the sale of branded items means that after someone makes their purchase, they’re promoting the branded nonprofit any time they use the product.
Why Their Campaign Made the List
The Vodka for Dogs campaign uses both online and local fundraising efforts to raise money and awareness for pet care. In addition to the website, Tito’s works with bars and liquor stores to host yappy hour fundraisers for its nonprofit partner. And the company matches donations its employees make to qualifying organizations—including Emancipet and beyond!
The Miracle Balloon campaign has been an ongoing partnership between Walmart (and Sam’s Club) and Children’s Miracle Network Hospitals for years.
For six weeks of every year, Walmart employees ask for donations from customers at checkout. If donors contribute a dollar or more, they can place their names on a paper Miracle Balloon and place it on the honor wall.
Why Their Campaign Made the List
This cause marketing campaign is effective because it leverages the idea of social proof particularly well. When customers see how many donors have already supported the cause, they’ll be increasingly motivated to participate themselves.
Additionally, while most Walmart and Sam’s Club locations participate, the campaign focuses on locations near a Children’s Miracle Hospital. That way, the organization can encourage grateful patientsor those with a loved one who received care at one of the hospitals to donate.
Since the inception of the campaign in 2006, Dawn Dish Soap has helped save 150,000 marine animals (and counting!) through its generous and ongoing support of the International Bird Rescue and Marine Mammal Centers. And the support the company offers takes place in a few key ways: including donating more than 50,000 bottles of its product and over $4.5 million in cash gifts.
Dawn’s donated dish soap is then used by its environmental partners in direct rescue and rehabilitation efforts of aquatic birds and mammals in need. This includes the organizations’ responses to oil spills and other wildlife emergencies!
Why Their Campaign Made the List
Over the years, Dawn’s cause marketing efforts, specifically in the realm of environmental conservation and wildlife care, has become so completely engrained into its brand. In fact, many of the company’s products now feature the wildlife it’s devoted to—including seals, ducklings, and more. This goes on to further demonstrate Dawn’s commitment to making a difference in the long-term.
13. Empower Mint
Who are the partners?
Empower Mint is a key element of Ben & Jerry’s cause marketing campaign designed to benefit the NAACP.
Campaign Overview
Ben & Jerry’s launched a limited-time ice cream flavor that was marketed as a “flavor to benefit democracy.” The campaign that went along with the treat was developed as a way to fight against a voter suppression law and aid in the restoration of the Voting Rights Act.
During the time that the flavor was offered, a portion of proceeds from each sale was donated to the NAACP.
Why Their Campaign Made the List
In addition to its punny naming conventions, Ben & Jerry’s is well-known for being a particularly opinionated brand. And the company has been willing to stand up to its beliefs by supporting a variety of nonprofit causes in order to do so. This is just one example!
Held during National Childhood Cancer Awareness Month each year since 2002, Create-A-Pepper is an interactive fundraising campaign taking place at the Tex-Mex dining chain nationwide. Over the last few decades, the initiative has raised more than $100 million for St. Jude, enabling the research hospital to make great strides in its research, treatment, and support of those affected by life-threatening childhood illnesses.
Why Their Campaign Made the List
Kids and adults of all ages love the opportunity to complete a coloring sheet while waiting for their meals at a restaurant. This cause marketing campaign turns a fun and simple activity into a profitable fundraising initiative that goes to support the patients and families at St. Jude hospital.
St. Jude Hospital also makes it easy for individual donors and corporate partners to get involved in supporting their efforts. This includes a dedicated matching gifts page to promote workplace giving on an individual basis and a corporate sponsorship interest page that promotes mutually beneficial partnerships like cause marketing efforts, one-off match programs, and more!
Wrapping Up
As you can see from these examples, cause marketing is an effective way to raise both funding and awareness for a nonprofit cause. Plus, the nonprofit and the for-profit business involved receive significant benefits from the relationship.
If you’re ready to begin seeking such corporate giving initiatives for your organization, we recommend pulling ideas and inspiration from the above successes. And existing donor data—such as your supporters’ employer information and matching gift eligibility—can help you uncover and pursue the best opportunities for your team.
To learn about more nonprofit funding strategies, check out these bonus resources:
Full List of Fundraising Ideas.Didn’t find what you were looking for? Check out our complete list of more than 200+ fundraising ideas. You’re bound to find the perfect fundraiser for your organization!
Top Companies for Donation Requests. Whether you’re looking for businesses with which to organize a cause marketing campaign or seeking sponsors for an upcoming event, check out this list of over 30 companies that have existing philanthropic programs in place.
The Complete Guide to Matching Gift Automation. Many cause marketing programs include matching gift components. Corporate donation-matches are a great way to partner with businesses, engage individual donors, and double your funds! Learn more with this ultimate guide.
In the world of nonprofit fundraising, few strategies have stood the test of time as effectively as the phonathon. While technology has transformed the fundraising landscape, the power of a well-placed phone call can still work wonders.
Phonathons may seem like a relic of the past, but they remain a tried-and-true resource for all sorts of nonprofits and higher education institutions to engage donors and raise money. While the benefits of a phonathon campaign are straightforward, running a successful campaign isn’t easy. A lot of hard work goes into powering these campaigns, but they can generate incredible results for your cause — especially when you know how to identify donors eligible for matching gifts from their employers.
So, how do you optimize your phonathons and drive even greater results with matching gifts? We’ve compiled a number of tips and tricks to effectively communicate with your donors about matching gifts and raise more in phonathon revenue overall. By the end of this guide, you’ll be a phonathon pro and ready to start dialing!
Want to find out how to optimize your organization’s upcoming phonathon to raise more? Let’s cover the basics before diving into tips that will transform your next campaign.
The Fundamentals of Phonathons
Making the most of any type of campaign requires you to understand the basics of how they work. Let’s make sure you have the background knowledge you need before crafting your phonathon plans.
What is a phonathon?
A phonathon is a fundraising campaign in which organizations call supporters to solicit donations and engage with them. During a phonathon, trained staff or volunteers make outbound calls to donors to encourage contributions, share mission updates, and strengthen relationships via personalized conversations.
Often hosted by nonprofits and educational institutions, phonathons are a valuable tool for connecting with supporters, increasing donor retention, and boosting fundraising revenue. Successful phonathons require effective training, well-prepared scripts, and donor management systems to track and manage interactions.
What role do matching gifts play in phonathons?
Corporate matching gifts have the power to double (or sometimes even triple) the contributions your donors make. Through these CSR programs, companies offer to match their employees’ donations to charitable organizations. However, they often implement eligibility criteria alongside minimum and maximum donation amounts they’re willing to match.
By adding matching gifts to your phonathon strategy, your campaign will see even greater success. If you can capitalize on that potential during your phonathon, you’ll see a massive increase in raised funds. In fact, our matching gift research found that 84% of donors are more likely to donate if a match is offered. Meanwhile, 1 in 3 donors actually indicate they’d give a larger gift if matching is applied to their donation.
If you play your cards right, you can raise a lot more during your phonathon with corporate giving. You’ll just need to let donors know how to check their eligibility and submit a match request to their employers. After all, who wouldn’t want to double their contributions without reaching back into their own wallet?
1. Focus on the larger mission.
The most successful fundraising campaigns are focused on more than raising a certain dollar amount. If you can help donors understand why your cause is a worthy one, then you are far more likely to succeed. By highlighting the larger purpose of the campaign, you can motivate both donors and callers to feel good about what they’re doing!
To illustrate our point, take a look at two possible phonathon script introductions:
Phonathon Script Introduction #1:“I’m calling on behalf of University X to raise money for our annual phonathon campaign. Would you consider making a donation of $100 to the university’s endowment fund?”
Phonathon Script Introduction #2: “I’m calling on behalf of University X to raise money for our annual phonathon campaign. Would you consider making a donation of $100 to the university’s endowment fund? Every dollar you donate will go to scholarships for students in financial need!”
See the difference? In both cases, the caller is asking for the same dollar amount. But in our second example, the donor understands how their donation will be helping someone in need.
2. Create a standardized script for your phonathon.
For many of your callers, this will be their first phonathon campaign. The idea of getting on the phone with prospective donors or school alumni to ask for donations can be extremely intimidating.
Creating a detailed and interactive script can help ease the nerves of new callers when requesting contributions and standardize the giving experience. Here are the key components to any phonathon script:
Introduction: Answer the most basic questions: Who are you? What is your relationship to the organization running the campaign? Why are you calling?
Statement of purpose: Why is your organization asking for donations? What will the contributions be used for?
First ask: Make the initial request for a donation. What is the suggested donation amount? If the donor has made a donation previously, how much should the caller suggest they donate this year?
Gift confirmation: Success! How do we close the deal? How do we accommodate different payment methods?
Answers to common objections: Not everyone wants to donate. How do we respond to common objectives such as a lack of interest, recent issues with the organization, or other giving priorities?
Non-pledge close: For those calls that don’t end in success, it’s important to help close the conversation gracefully to maintain the relationship with the donor.
A great script is arguably the most important component of a successful phonathon, as it’s a resource that every caller will use. Spend significant time working with your organization’s communication director to put this resource together.
3. Include matching gifts in your phonathon’s scripts.
With over 26 million individuals working for companies with matching gift programs, many of your phonathon donors are bound to be eligible for a corporate match. Your callers should always ask donors if their employer offers a matching gift program.
Here’s how (it’s as easy as A-B-C!):
A: Ask every time. Few donors are thinking about (or are even aware of) matching gifts. In fact, 78% of those 26 million match-eligible individuals don’t know whether their companies offer these programs. Introduce the concept to see if they have any information about their employers’ corporate giving opportunities off-hand.
B: Be persistent. Donors sometimes default to, “I don’t think so,” when asked if their company will match their donation. Have callers ask for their employer’s name and then quickly research that specific company using our database.
C: Come prepared. If a donor has submitted a matching gift in the past, come to the call prepared with the company’s matching gift information. Make the process simple and easy for your donors.
Being well-versed in matching gifts and anticipating donors’ questions can go a long way in driving more matches to completion! You’ll be impressed by how much you raise in matching gifts during your phonathon.
An Example of This Strategy in Action
Let’s walk through an example of how to properly incorporate matching gifts into your script. A normal phonathon call will consist of the following steps:
The caller introduces themself and the organization that’s fundraising.
The caller asks the potential donor if they are willing to donate.
The potential donor says yes/no.
If the answer is no, the caller politely thanks the prospect for their time and ends the call.
If the answer is yes, the caller begins the donation process with the new donor and helps guide them through the experience.
Once the donation is secured, have your caller make the matching gift ask. Use a template similar to this:
Many companies actually match donations made by their employees to schools and other nonprofits. Do you know if you or your spouse works for a company that offers a matching gift program? I’m happy to do a quick check to see if your company will double or possibly triple your donation.
Scripts take the guesswork and pressure out of calls. Plus, if you standardize your request process, you’re in a better position to evaluate and adjust it according to the results.
4. Practice for your phonathon with mock calls.
Having a team of well-trained callers is the secret to any successful phonathon campaign.
Prepare callers by organizing mock calls. During this time, they’ll read through the provided script and respond to a variety of different “donor personas.” See how they respond when a donor has questions about the campaign, voices objections, or wants to complete their transaction. Include some matching gift-related questions to ensure volunteers are prepared, too.
Proper preparation will help callers feel more at ease when it comes time to dial a real donor’s phone number. Plus, it can help get some of the roadblocks and uncertainties out of the way early!
5. Schedule calls when donors are home.
One of the most common challenges for phonathon callers is simply reaching donors in the first place.
To improve the chances that your donors pick up the phone, consider calling during the hours when they are most likely to be home and available. These are some of our recommended times to do so:
Monday – Thursday, 6-9 p.m. If you call within this time window, most donors will be home from work. Yet, it’s early enough that you reduce the risk of waking anyone up. After all, cranky donors rarely give donations.
Sunday, 4-9 p.m. At this time on a Sunday, most donors will be finished with their weekend errands and are likely available for a conversation.
Make sure that you’re planning to reach donors when they’re ready and able to chat for the greatest fundraising success.
6. Set nightly/weekly fundraising goals for your phonathon.
Setting goals greatly increases your chances of fundraising success. Encourage your callers to set nightly or weekly donation goals to instill a sense of accomplishment when they reach and exceed their objectives.
Then, there are plenty of opportunities to use these metrics to improve your fundraising results. We suggest that you:
Identify any knowledge gaps and situations where additional training is needed.
Communicate the concrete donation impact of your callers’ fundraising goals.
Setting detailed objectives helps your organization keep track of how many donations you bring in within a certain timeframe. You can even leverage some friendly competition among callers this way!
7. Use phonathon management software.
Consider purchasing phonathon software from a well-established vendor, such as industry leader Wilson-Bennett Technology’s DonorConnect. This type of tool can save you time, money, and many of the technical headaches that would ordinarily get in the way of a successful campaign.
Common tasks that phonathon software handles include:
Managing and updating your donor database.
Automating pledge verification via email.
Tracking call results.
Issuing reports on campaign progress.
By automating these time-consuming tactical steps, you can spend your time managing callers, increasing donations, and engaging in deeper relationships with supporters.
8. Train phonathon callers on matching gifts.
Using matching gifts to boost phonathon funds starts and ends with your callers. These individuals are the voice of your campaign, working hard to help you fulfill your mission. They need to be prepared to explain matching gifts and answer any questions a prospect may have.
While you may understand the value of capturing employer data and pursuing a matching gift from your donors, your caller and digital engagement teams may not. Make sure the people who will engage in those real-time conversations understand the what, why, and how of matching gifts.
Invest in a matching gift database to make researching donors’ eligibility a breeze. Then, consider these four components of effective matching gift phonathon training:
Materials: Document how callers should ask about matching gifts and the process by which they should share company rules, guidelines, and instructions.
Speakers: Who at your organization is responsible for matching gifts? Invite this team member to speak with your callers.
Practice: Have your callers pair up and do trial runs on a few matching gift companies. Provide feedback as needed.
Coaching: Like with anything, there’s always room for improvement. Listen for matching gift asks during calls and provide guidance to improve techniques.
Ensuring your team is on the same page about matching gift goals will make the ask that much easier when the opportunity arises. Check out this video for ideas to integrate matching gifts into your phonathons and everyday fundraising efforts:
You’ll need to teach them about the latest technology, such as matching gift auto-submission, too. This feature cuts out a few steps in the request process when donors fill out your online donation form. They’ll click a checkbox to opt into auto-submission. If their employer uses CSR software that integrates with our tools, our software will automatically fill out their match request to their employer.
Overall, being a caller for a phonathon is no easy task. But with proper training, you’ll situate your callers in the best possible position to make matching gift asks.
9. Implement screening and segmentation.
Make the most of your callers’ (and your donors!) time by pre-screening and segmenting your calling list beforehand in terms of matching gift prospects.
Think of it this way: would you rather call 10 people and have one person respond positively, or call five and have three people respond positively? By segmenting your contacts prior to reaching out, you ensure that each call is a valuable use of your team’s time and resources.
For matching-gift-related segmentation, you’ll enact a three-point process:
Pre-screen your file for matching gift eligibility. It is likely that a sizable percentage of your existing prospects are matching gift-eligible. Know who they are in advance by researching local matching gift businesses and determining donors’ eligibility.
Segment your calling list accordingly. Assign your best callers to high-value match-eligible prospects. Not only are those candidates’ donations likely to get matched, but they are likely to have higher average donation amounts. If they don’t respond the first time, this group might even be worth a second call!
Increasing matching gift eligibility awareness is only going to help your campaign. Give your callers the information they need to have the biggest impact.
Of course, call volume is always going to be crucial for successful phonathons. But if your organization can be even 10% more deliberate about who you’re calling, you can significantly increase your call conversion rate.
10. Prepare for donor questions.
Some donors will be hesitant to give, especially if they’ve never contributed to your organization before. If they have questions about your mission, your particular fundraising need, or anything else that might be holding them back, you’ll want to have the answers prepped and ready.
Additionally, your donors might have questions about matching gift opportunities. Be sure your callers are able to provide basic information on company gift-matching by answering questions such as these:
What is a matching gift?
How do I figure out if my company will match my gift?
What’s the submission process, and how does auto-submission work?
Making sure that everyone is on the same page with regard to these questions ensures that your callers give supporters the most thorough, accurate information and drive as many donations as possible.
11. Equip callers with matching gift resources.
Do your callers have the information they need to help donors? You can’t expect them to memorize the program guidelines for all the thousands of companies that offer matching gifts—so where can they find that information to pass along?
That’s where your matching gift company database comes in! This type of tool allows users to conduct a quick search of an employer’s name and receive detailed guideline information in seconds. Equip callers with access to this comprehensive database to uncover the following:
Employee eligibility
Types of qualifying nonprofits
Match ratios
Match minimums and maximums
Forms and guidelines
Submission deadlines and instructions
Providing callers with ample information will help them quickly and easily answer common questions from donors. Once a donor has expressed interest in requesting a matching gift, you want your caller to be able to help in any way they can. Don’t miss out on a matching gift due to a technical or otherwise avoidable issue!
12. Follow up with match-eligible donors.
If a donor has expressed interest in matching gifts on the phone, your organization should follow up afterward to increase the likelihood of turning that interest into action.
Immediately after the conversation, send an email with matching gift request instructions for the individual’s employer. You’ll also want to include matching gift reminders across various donor communications, including:
Pledge acknowledgments: When confirming a donor completed their pledge, encourage them to check their eligibility, or if you know they’re eligible, direct them to their employer’s form.
End-of-year reminders: Many companies set deadlines for match requests at the end of the calendar year. Remind donors to submit their requests before time runs out!
Telling donors their gift is eligible for a match is only one component of boosting matching gifts. It’s far more valuable if you pair that information with actionable next steps.
We also recommend embedding matching gift information into your website. Give your alumni and supporters a trusted place to find their matching gift information and next steps on an easy-to-find webpage, so they can take action after speaking with your ambassadors. This helps interested supporters discover gift matching and double their own donations!
13. Track and incentivize successful conversations.
Are your callers held accountable and rewarded for their overall fundraising and matching gift performance? One of the best ways to ensure that callers know how important matching gifts are to your phonathon is by implementing incentives.
Giving your callers something to work towards will only help your fundraising efforts. Then, once they reach and surpass their goal, provide them with a small token of appreciation, such as a t-shirt, hat, mug, or even public recognition!
Tracking and incentivizing fundraising results also gives you a positive metric for tracking caller proficiency and efficiency. This enables you to define where your phonathon is doing well and where it has room for improvement. Once you’ve isolated those areas, you’ll be in a great position to adjust your efforts as needed.
14. Keep an eye on trends in employer information.
As you start to collect employer information from your alumni and supporters, you may notice trends in company data. Be sure to ask questions like these:
Do a lot of your donors work for the same companies?
Is there a concentrated area of match-eligible donors you could target for your next campaign?
These are all characteristics you can determine with greater accuracy the more donors you collect employer data from. While these are nice-to-know facts for general fundraising initiatives, they can also have a more significant impact on your greater matching gifts strategy.
Therefore, make sure you’re considering matching gifts when analyzing those trends for future initiatives. You never know when that information could come in handy for future events, digital outreach, or even a future phonathon!
15. Integrate your fundraising and matching gift tools.
Phonathons and other digital engagement events can be huge operations, and a lot can get lost in the shuffle if you don’t have the right tools. Luckily, providing a scalable system for your fundraising ambassadors and callers is an easy and effective way to organize your donor data. With matching gifts added to the mix, you’ll want an automated system to take care of all the nitty-gritty details for you.
Phonathon Software Integration
We recommend using a phonathon system to manage all your digital engagement needs—particularly one that integrates with powerful gift-matching tools! Donor Connect by Wilson-Bennett Technology and 360MatchPro by Double the Donation offer an integrated solution that allows callers to retrieve and communicate valuable matching gift information when speaking to donors in real time.
It takes virtually no effort from your team to set up the integration, and you’ll be able to start using it right away in your next digital engagement event. Automate the best practices listed above by incorporating the autocomplete search tool within Donor Connect scripts, automated email outreach, and regularly updated donor data.
Matching Gift Auto-Submission Integrations
A big part of driving greater matching gift revenue is simplifying the process for donors and their employers. That’s where matching gift auto-submission comes in handy.
Many companies leverage CSR software to manage employee giving programs. When these companies use platforms that integrate with our tools, this is how streamlined the match request process is:
A donor gives using your organization’s online donation page.
They enter their corporate email address and click a checkbox to opt into auto-submission.
If eligible, our tools will automatically complete their match request.
It’s that simple! Otherwise, they’d need to fill out the form themselves. Leading CSR software like Givinga, Millie, POINT, and Selflessly enable auto-submission, so be aware of donors who work for companies that use these platforms. From here, make sure your phonathon volunteers know the basics of how this software works, too!
Bonus! Fundraising advice from phonathon experts
Hear from the phonathon fundraising experts at Wilson-Bennett Technology: a phonathon management services and software company serving nonprofits since 1998.
Todd Smith
Founder and CEO – Wilson-Bennett
Ensure training is ongoing throughout the campaign and each caller receives assistance, along with reminders, before calling begins each session.
We always encourage callers to excel while teaching methods to overcome negative comments.
During training, be sure to explain campaign policies and procedures, ensuring callers make the highest quality call on behalf of your institution.
Rob Schlitts
Former President – Wilson-Bennett
“Play chess with your phonathon.”
Matching the right prospects up with the right caller makes for a great connection, conversation, and ultimately a gift. Your alumni and student callers will both enjoy the ability to connect with prospects who share similar traits and experiences.
A well-trained student caller will always be the engine of a successful phonathon.
Wrapping Up
In an age of social media, texting, and online transactions, the human element of fundraising can get lost in the shuffle. Thankfully, phonathons offer a unique opportunity to bridge the gap between technology and personal connection.
Many organizations recognize that traditional phonathons remain a smart fundraising strategy. However, most don’t think about the potential of incorporating matching gift promotions into those invaluable donor conversations.
By following these tried-and-true phonathon fundraising tips, you can set up your team—and your mission—for long-term success. Looks like it’s time to get calling!
For more information, be sure to check out our other educational fundraising resources below:
What Is Phone Number Appending? How the Process Works. Make sure you arm your volunteers with accurate phone numbers. Learn how data appending can help verify existing numbers and find missing ones for supporters, so you can maximize your phonathon results.
https://doublethedonation.com/wp-content/uploads/2021/10/Phonathons_Feature.png3751000Adam Weingerhttps://doublethedonation.com/wp-content/uploads/2022/03/logo-dtd.svgAdam Weinger2023-11-07 18:19:532024-01-25 19:29:59The Ultimate Phonathon Playbook for Nonprofits: 16 Pro Tips
The #1 reason why donors don’t submit matching gift requests is that they don’t know their employers offer such programs. Corporate giving can be a significant source of revenue for nonprofits, and promoting these engagement opportunities to donors can substantially increase your giving revenue. That’s why more and more organizations like yours are crafting strategies to drive this funding source—including marketing matching gifts in your digital communications.
In fact, studies show that mentioning matching gifts in fundraising appeals results in a 71% increase in response rate and a 51% increase in average donation amount. Not only do matching gift programs double individual donations, but they also encourage more donors to give in the first place and to increase their original contribution. In the end, that makes the matched gift larger, too!
In this guide, we’ll discuss a few of the most impactful and efficient ways to inform donors about gift-matching programs by utilizing digital communications. These typically include:
Incorporating corporate giving into your digital outreach strategy can put you on the path to reaching your fundraising goals in a fraction of the time. Let’s get started!
Marketing Matching Gifts With Emails
Email outreach is a vital component of digital communications and overall fundraising. Email provides instantaneous outreach to donors, so you can essentially ask “Have you thought about doubling donations with matching gifts today?” Then, people can reply (or request their match!) just as quickly.
Best practices for marketing matching gifts with your email streams include:
Embedding a text link and a visual graphic within your email that directs readers to your matching gift page, attracting supporters’ attention and guiding them to additional information to continue growing their knowledge on the topic.
Encouraging supporters to perform a search to see if their company matches donations. If so, your embedded database tool makes it easier than ever for users to access the appropriate forms, guidelines, and instructions to complete their match submissions.
This will allow you to capture donors’ continued support while they’re in the giving mindset. Not to mention, meet them right where they are: on their mobile devices or computers!
A successful email marketing strategy hinges on a well-paced, steady procession of the right moves rather than a reckless bombardment of emails. With enough space to write a quick blurb and/or link to a full-length article, email messages are a great place to educate donors about matching gifts.
Keep in mind that a personalized email or digital newsletter dedicated to matching gifts is likely going to be the most effective strategy. However, incorporating matching gifts in a larger email resource can work well, too. Loyal donors will likely read your regular emails, so it’s a good place to provide in-depth information about the benefits of corporate giving.
Example Content:
“Do you work for a match-maker? Instantly find out if your employer will double or even triple your donation to the National Kidney Foundation with a quick search of our online database!”
“Thousands of companies will match donations made by their team members, retirees, and even employee spouses. Search now to access your employer’s matching gift forms and complete the simple, minutes-long process to drive additional support toward our cause.”
When it comes to timing, we recommend following up with donors soon after they complete their initial gifts. However, you don’t want to include your matching gift messaging within an existing thank-you email, as those are more likely to be overlooked.
Our matching gift research indicates that emails sent within 24 hours of a donation produce a 53% open rate. That’s 2-3x times higher than the average nonprofit open rate!
Marketing Matching Gifts With Email Signatures
Chances are that your organization sends a ton of emails—including fundraising messages, mission-related content, and more. But did you know that every message you send can be an opportunity to promote matching gifts? Just use your email signature!
An email signature typically includes an individual’s personal contact details, nonprofit information, and even a relevant image or organization logo—but it’s also a great place to promote matching gifts.
Best practices for marketing matching gifts with your email signatures include:
Modifying the email signatures for everyone on your membership and/or development teams to promote matching gifts at as many touch points as possible.
Linking to additional resources to which recipients can navigate to learn more about matching gift opportunities (such as your dedicated matching gift page on your website).
A simple blurb alongside a flashy graphic about corporate giving can increase awareness and be the needed push for donors to take a quick five minutes to submit matching gift requests. It’s one of the easiest and most cost-effective ways to promote matching gifts year-round.
Example Content:
“Your donation may be eligible for a matching gift from your employer. Find out at catrescueclub.com/matching-gifts/.”
“Your membership contribution may be eligible for a matching gift from your employer. Find out at doublethedonation.com/CRC/.”
Marketing matching gifts effectively involves making the most of every opportunity and resource at your disposal. And your staff email signatures offer a valuable source of promotional real estate that can go a long way in your day-to-day interactions!
Marketing Matching Gifts With Social Media Posts
People flock to social media to discover the internet’s best content. Though you don’t need to produce viral posts every day, you do need to provide compelling and engaging information on a consistent basis. And some of the most impactful content you can share has to do with corporate gift-matching opportunities!
There are nearly as many social media outlets as there are stars in the universe, so it’s best to focus on really optimizing your strategy on just a few sites. Depending on your organization and its typical donor base, this might include Facebook, X (formerly Twitter), LinkedIn, and more. Regardless of the platforms you choose, each networking site requires a nuanced approach to get your information out there and best engage with your audience.
Best practices for marketing matching gifts with your social media platforms include:
Sharing educational resources about matching gift programs and the companies that offer them to educate and empower donors to take action.
Engaging your digitally savvy donors and volunteers and encouraging them to submit matching gifts to increase the likelihood of submission.
Scheduling messages on a recurring basis as a way to appeal to supporters without asking for an additional donation.
Whether or not you employ a matching gift service, a simple tweet, Facebook post, or LinkedIn article can spread the word about these programs to thousands of donors.
Social media sites like these offer a great way to keep people up-to-date on your nonprofit’s campaigns, inform your audience about matching gift opportunities, and encourage donors to look into the process. Just be sure to include a direct link to a location where users can uncover additional information and the next steps!
Example Content:
“It takes just a few minutes to submit a corporate employee matching gift form…have you submitted yours?”
“What do Microsoft, Bank of America, IBM, and Verizon all have in common? Each one matches donations made by their employees to nonprofit organizations. Many major employers offer similar employee matching gift programs. Search atlantauniversity.edu/employer-matching-gifts/ to find out if your employer offers something like this, as well as to access program guidelines, how-to instructions, and relevant forms.”
Social media offers an excellent opportunity to get matching gift information in front of a wide audience at a time. Not to mention, it allows supporters to interact with your content in personal ways, strengthening their connections with your cause and allowing them to spread the word even further.
Marketing Matching Gifts With Text Messages
Another form of digital communication that is becoming increasingly popular among nonprofits and their donors is texting. In fact, studies show that SMS marketing reports average open and response rates of 98% and 45%, respectively. As a result, text messaging, or SMS, can be a fantastic way to reach donors quickly and affordably using direct marketing strategies.
Best practices for marketing matching gifts with SMS communications include:
Automating your organization’s outgoing text messaging efforts to donors identified as matching gift eligible to save time while growing revenue.
Keeping your texts short and sweet to get your message across quickly (typically 1,000 characters or less) and grab your audience’s attention.
Utilizing personalizable SMS templates and customizing names, donation amounts, employing companies, and more to increase likelihood of engagement.
Luckily, there are a number of tech solutions designed to streamline and simplify the processes involved with mass, pre-scheduled text messaging. For example, Double the Donation utilizes programmable communications company, Twilio to offer automated matching gift text marketing services for its enterprise clients.
Example Content:
“David, thank you for your generous donation of $200 to the Cat Rescue Club. Did you know that your gift is likely eligible for a corporate match from Johnson & Johnson? View your employer’s matching gift guidelines and forms here!”
“Have you submitted your matching gift request for your most recent contribution? Get your donation doubled and increase the impact brought to Atlanta University.”
SMS marketing continues to grow in popularity as text is a quick, easy, and effective way to get your message in front of donors. And with a mobile-friendly matching gift solution like 360MatchPro, supporters can choose to take the next steps and submit matches from their smart phones from wherever they are!
Marketing Matching Gifts With Start / End-of-Year Reminders
Matchable donations have limited lifespans, so you need to promote matching gifts to eligible donors before the clock runs. In other words, a supporter can’t donate and submit a matching gift request for that donation half a decade later.
Although program specifics vary by company, most corporations adhere to one of the following types of standards for matching gift submission deadlines:
A set number of months from the date of the donation (the standard is one year, though it can range from one to twelve months)
The end of the calendar year
The end of January or February in the year following when the donation was made
That’s why year-end and new-year appeals can be such a great way to remind donors about impending matching gift deadlines.
Best practices for marketing matching gifts with your start or end-of-year reminders include:
Providing context about matching gift programs and the importance of submitting matching gift requests before it’s too late.
Stressing that previously made donations are often eligible to be matched for up to a year after being submitted.
Ramping up your matching gift marketing efforts with increased communications during the year-end giving season.
Utilizing social media as a great way to spread the word to your supporters and reach the widest audiences possible.
Optimizing communications by staying up-to-date on your donors’ employers and their specific deadline requirements.
Ideally, your organization will encourage donors to submit their matching gifts at the time of their initial donation. However, many companies have an extended grace period during which they’ll accept requests. Ending or starting a new year is a fantastic chance to remind donors about an opportunity they may have overlooked.
Don’t miss out on a final chance to double donations from the year!
Example Content:
“Did you donate to us this year? There’s still time to submit a matching gift request from your employer—submit your match here before the end of the year!”
“Many matching gift companies offer a several-month grace period in the year following the year a donation was made. Now, many deadlines are quickly approaching at the end of January and February! Find out how to access your employer’s guidelines and complete your match request here.”
Bonus: Multiply your impact with these recommended marketing resources!
According to Nonprofits Source research, an estimated 80% of nonprofits report having difficulty building strong workplace giving strategies due to limited staff and resources. That’s where we come in at Double the Donation. Our aim is to equip organizations with the tools they need to successfully market matching gifts through digital engagement.
Read on to explore our suggested ways to elevate matching gift results with these available assets.
360MatchPro automation platform
First things first, you don’t want to have to schedule and send each digital correspondence on your own. Nor do you want to be tasked with the manual research involved with screening and identifying match-eligible donors.
Instead, Double the Donation’s complete automation solution, 360MatchPro, equips organizations to trigger the right messaging at the right time. This ensures more donors are being informed of their matching gift opportunity and encouraged to take part when eligible—helping you to grow funding at your mission!
Check out this 60-second overview to see how it works:
And incorporating eye-catching and attention-grabbing visual elements in your outreach can go a long way!
Double the Donation’s customizable digital marketing templates
A lot of successful digital outreach involves content creation—written, video, graphic, and more. This is especially true when it comes to engaging your audience with a multimedia marketing strategy. For example, one study indicates that social media content with video produces more than 10x the engagement rate of content without video. Meanwhile, another report found that including images in social posts results in over 650% higher engagement than text-only content. And these findings are consistent across views, clicks, likes, replies, shares, and more.
Yet many organizations don’t feel they have the time to devote to the creation of such materials. That’s why the Double the Donation team provides its users with access to free, editable marketing templates. This includes pre-designed graphics and customizable animations for email, Facebook, Instagram, and LinkedIn. And this arsenal of marketing materials should make it quick and easy to promote matching gifts online.
Note: For current clients looking to obtain these assets, log into your 360MatchPro account at https://doublethedonation.com/members/login/. From there, navigate to the “Resources” tab and select the option for “Marketing Assets.”
Then, scroll to browse our library of more than 24 pre-made Canva templates, eBooks, and graphics—and begin editing to your liking!
Not familiar with Canva? Check out our walkthrough here to get started—and register your organization for free access to Canva Premium here!
Plus, 360MatchPro users also have the opportunity to download a free matching gift videoor purchase a custom-branded 60-second overview that can be implemented across digital marketing channels.
For those who do not yet employ Double the Donation’s services, request a demo to get in touch with our team and explore our top matching gift marketing tools.
Matching gift learning materials and expert insights
Finally, Double the Donation is proud to provide a wide array of educational resources—including blog posts, live and on-demand webinars, downloadable guides, templates, and more—for nonprofit fundraisers looking to get better acquainted with matching gifts. After all, your team will be able to market matching gifts to supporters more effectively when those behind the scenes are intimately familiar with the programs.
And one of our top recommended resources for organizations is our online Matching Gift Academy. As the industry’s first and only digital learning platform centered on effective match fundraising, this content on building a matching gift strategy, overcoming common pitfalls, best practices for identifying eligible donors, and an entire module dedicated to matching gift marketing efforts.
Plus, we offer free access to the Academy for all current Double the Donation users as another way to boost our clients’ success.
Wrapping Up & Further Reading
Nonprofits need every dollar they can grab. Luckily, matching gifts are an effective way to increase fundraising without demanding too much out of donors. The first step is simply making donors aware of the opportunities. And one of the best ways to do so is by marketing matching gifts in your digital communications.
You may choose to promote matching gifts using social media, texts, emails, and more (or a combination of such methods). Incorporating online outreach in your strategy allows you to showcase matching gifts in a simple, affordable, and effective way.
Get ready to maximize your matching gift funding! Explore our other suggested educational resources on the topic below:
Top 30 Matching Gift Companies: Find Your Match. Thousands of businesses large and small offer matching gift programs to employees. Browse this list of thirty companies with noteworthy giving initiatives and see how you can leverage their support.
How Donor Employer Information Can Boost Your Fundraising. Knowing where your donors work is essential for optimizing your matching gift outreach with company-specific program guidelines. Plus, explore other benefits with this post!
https://doublethedonation.com/wp-content/uploads/2022/05/DTD_Marketing-Matching-Gifts-In-Your-Digital-Communications_Feature-2-1.png5501450Adam Weingerhttps://doublethedonation.com/wp-content/uploads/2022/03/logo-dtd.svgAdam Weinger2023-10-06 18:49:432024-11-21 15:39:31Marketing Matching Gifts In Your Digital Communications
Your nonprofit needs funds to power its mission, but how do you communicate this need to potential donors? Fundraising letters are a time-tested, impactful way to reach out to supporters and encourage them to play a role in your impact.
Whether you choose to send them via email or direct mail, if you’re looking for smart and effective appeal letters, you’ve come to the right place. We’ve compiled common types of donation requests, plus carefully crafted templates that your team can use to jumpstart your outreach.
With the right tips, tricks, and tools, your team can connect with more donors and cultivate lasting relationships to strengthen your work. Let’s cover the basics of writing fundraising letters, then explore the specific types of requests your nonprofit may decide to send.
How to Send Fundraising Letters
Before crafting your letters, you’ll want to know how you’re going to deliver each one. That way, you can tailor the formatting appropriately. Certain outlets lend themselves better to letters than others. Of course, you’ll want to deliver your solicitation letters using each recipient’s preferred contact method. Bearing that in mind, let’s explore the most common channels nonprofits use to solicit donations.
Via eCards
Who doesn’t love receiving a thoughtful greeting card? From special occasions to “just because,” there’s a card for everything! With a bit of creativity, you can elevate your fundraising letters by sending them as digital greeting cards. Each donor will receive a virtual greeting card alongside your letter. Delivering them in this format is more creative and effective than a plain letter.
Here’s a peek into why nonprofits use this approach to drive greater fundraising results:
Visual Appeal: eCards are visually captivating since you can use images, graphics, and videos to grab the recipient’s attention. This enhances the overall impact of the message and encourages the recipient to read more of your message.
Interactivity: Using this format, you can incorporate interactive elements like animations that activate when hovered over and clickable links to your donation page. Not only do these features make letters more engaging, but they also make it convenient for recipients to donate.
Timeliness: You can deliver eCards instantly, ensuring that the message reaches your recipient promptly. There’s no need to wait for it to be delivered in the mail, making eCards especially valuable for time-sensitive appeals.
Shareability: Recipients can forward eCards to friends, family, and anyone else who might be interested in supporting your cause. This amplifies the reach of your fundraising letter!
Not to mention, this approach is extremely cost-effective, eco-friendly, and personable. No need to waste paper or money on printing and postage. You’ll get the speed of email and the authenticity of direct mail!
To leverage this approach, choose an online eCard platform. We recommend using eCardWidget. The platform enables nonprofits to create digital greeting cards that communicate their missions. To fundraise with them, you can either sell them to supporters or send them directly to donors to solicit gifts.
Via Email
Many nonprofits connect with donors by delivering fundraising letters via email. Regular email communication allows you to build relationships over time by keeping supporters informed about your organization’s initiatives and fostering a sense of belonging to a larger cause.
Through targeted email campaigns, you can reach your entire donor base while customizing solicitation messages to resonate with individual donors. You’ll want to:
Craft compelling subject lines that grab attention and encourage recipients to read your letters.
Segment email lists based on donor history, interests, and engagement levels.
Include clear calls to action, guiding recipients to take action by either donating or sharing the campaign with their networks.
Review performance metrics such as open rates and click-through rates to gauge the success of your fundraising letters.
The versatility, speed, and cost-effectiveness of email make it an essential tool in your nonprofit’s fundraising and digital marketing arsenal. You’ll have everything you need to deliver thoughtful fundraising letters and drive contributions that support your work.
Via Direct Mail
Deliver your fundraising letters via direct mail to donors who prefer a more personable touch. Known for its authenticity, direct mail allows you to connect with donors on a more intimate level.
Fundraising via direct mail makes it a bit more challenging to segment your outreach, but still take donor-specific details like giving history into account when crafting your letters. Then, you’ll want to vary your approach slightly by including easy response components. For example, include a pre-addressed envelope or QR code that leads to your donation page. This will simplify the donation process, enhancing the effectiveness of your solicitations.
Overall, the tactile nature of direct mail makes it a valuable tool for your nonprofit to engage donors, reinforce its mission, and drive meaningful contributions.
How to Write a Fundraising Letter
When crafting a fundraising letter for your nonprofit, the key to success lies in not only communicating your funding needs clearly, but inspiring recipients to take action and make a gift. To set your appeal up for success, follow these essential steps:
Address the donor by their preferred name. Including the recipient’s name demonstrates that you value their support as an individual, rather than a nameless source of revenue.
Incorporate storytelling. Make it easy for potential donors to understand the importance of your mission by sharing a story that elicits empathy and demonstrates how your nonprofit makes a real difference in the lives of those you serve. For instance, a wildlife rescue nonprofit might introduce an injured fox that it’s working to rehabilitate and release.
Add compelling visuals. Adding an image or two can immediately grab the attention of your recipients, enhance your messaging, and allow them to better understand why they should contribute to your cause.
Emphasize the impact of donations. Empower potential donors to act by situating them at the center of your nonprofit’s impact. Be specific as to how their gifts will further your mission. For example, a nonprofit that trains and provides assistance dogs to military veterans might communicate that a $25 gift will provide a month’s worth of food for one dog, and a $100 gift will cover all of its vaccination costs.
Include a call to action. Once you’ve emphasized the importance of donations, use a call to action to encourage recipients to act immediately. Then, include a link to your donation page or, if you’re sending the letter via direct mail, add a QR code along with a pre-addressed return envelope.
To make your fundraising appeals stand out from the crowd, consider sending them as fundraising eCards. These online cards provide an efficient, memorable, and sustainable way to engage your supporters—not to mention they’re low-cost.
14 Types of Fundraising Letters (+ Templates)
Now that you have a clearer understanding of what it takes to draft a compelling fundraising letter, let’s take a closer look at some common types and templates that may come in handy:
Nonprofit fundraising letters are typically sent by charitable organizations to individual donors and/or prospects in order to solicit donations for a cause. They can be sent on their own or included in a welcome packet that contains pamphlets, booklets, and additional information.
Typically, an effective donation request letter will include:
A summary of your mission and vision
How you’ll use donated funds
A direct and specific call to action that creates urgency
Bonus: We suggest giving donors the option to reply to your letters by mailing a traditional check or directing them to give through your organization’s website.
To whom should you send them?
Send your nonprofit fundraising letters to anyone in your network of support, including:
Current and past supporters
Prospective donors
Volunteers
Event attendees
Board members
In other words, reach out to anyone who has previously expressed interest in your cause. Tailor your messaging to different groups based on their relationship with your organization. Keep in mind that while older generations of donors may prefer direct mail communications, younger millennials and Gen Z supporters may prefer a digital approach.
When should you use them?
You can send nonprofit fundraising letters at any time of the year! However, they are particularly effective toward the end of the calendar year when donors are calculating their pre-tax season finances. People also tend to be more charitable in December, which means that your appeal has a better chance of securing a donation.
Nonprofit fundraising letter template
Dear [Donor],
[Begin with an emotional appeal: A success story or a narrative that tugs on donors’ heartstrings and hooks your readers. Keep it short and sweet, though!]
Our community/nation/world is facing [problem(s) your organization aims to solve]. While we are actively [insert current solutions or related programming], we need your help to make our efforts go even further.
Your support is crucial to our efforts to improve the world around us by [tangible steps toward your overall mission]. We’d love it if you could make a donation of $[suggested amount] to help us achieve our mission and [solve the problem].
Thank you in advance for your contribution. Your donation will go toward [insert ongoing effort, recent accomplishment, or current project].
Here are the ways you can make a donation:
Donate online at [URL to donation page]
Call us at [phone number]
Send a check in the pre-stamped envelope
Text [keyword] to [text-to-give phone number]
Thank you again!
Sincerely,
[Signature of Organization Leader]
[Name of Organization Leader]
[Title]
[Nonprofit]
P.S. [End with an update about an upcoming event, volunteer opportunity, or other information on how to get further involved].
Nonprofit fundraising eCard example
The eCard above depicts two hands uniting through flood waters. This creative design is ideal for a disaster relief organization seeking support for communities affected by flooding. While a simple design, the hands communicate the impact just one donor could have.
2. Seasonal Fundraising Letters
What are seasonal fundraising letters?
Seasonal fundraising letters are sent during specific times of the year and are typically aligned with holidays, annual events, or seasons that hold significance for the cause or donors.
These letters play into the emotional and thematic connections associated with specific seasons to engage donors and encourage contributions. Since these fundraising letters are time-oriented, the timing and context help foster a sense of urgency and prompt recipients to take action.
To whom should you send them?
These types of fundraising letters are ideal for anyone who’s shown interest in your cause, including:
Existing donors
Lapsed donors
Prospective donors
Volunteers
Event attendees
Board members
If you’re sending a holiday-themed letter, just make sure that the recipient celebrates the holiday. For example, you wouldn’t want to send a Christmas card to someone who celebrates Hanukkah instead.
When should you use them?
By considering the timing of each seasonal fundraising letter, you can maximize the impact of your outreach and encourage meaningful contributions. Key times to send seasonal fundraising letters include:
Around holidays: From Valentine’s Day to the Fourth of July, any holiday is the perfect time to send a solicitation letter. Whether you’re fundraising during Christmas, Mother’s Day, or Thanksgiving, you can encourage people to give back.
At year-end: Considering that December accounts for 30% of annual giving, the end of the year is the perfect time to send seasonal fundraising letters. Capitalize on the spirit of giving during the year-end holiday season, and emphasize the importance of making a last-minute tax-deductible donation.
During cause awareness months: Determine if there’s an awareness month, week, or day devoted to your cause. If so, send fundraising letters during that time. For example, Breast Cancer Awareness Month is October, Earth Day is April 22nd, and National Suicide Prevention Week falls in September each year.
Back-to-School (August/September): As the school year begins, nonprofits focused on education or youth development can send letters that emphasize the importance of investing in children’s futures.
Summer Campaigns (June-August): Summer months can be a great time to send letters, especially for environmental causes, youth programs, and other outdoor initiatives that align with the season’s themes of growth, adventure, and relaxation.
There are plenty of other times you can send your seasonal fundraising letters beyond these. In any case, the timing should align with the occasion’s theme and your nonprofit’s mission. This will ensure the message resonates.
Seasonal fundraising letter template
Dear [Donor’s Name],
Greetings from [Your Nonprofit’s Name]! As the [Season] season unfolds, we find ourselves reflecting on the incredible journey we’ve embarked upon and are humbled by the unwavering support of individuals like you who have been a beacon of hope for our cause.
This [Season], we are excited to share the remarkable strides we’ve taken toward [Mission]. With your support, we’ve been able to [Highlight a specific achievement, project, or initiative]. We invite you to join us once again in making a profound difference in the lives we touch.
Your generosity has been instrumental in [Describe the impact of their previous contributions]. With every dollar you contribute, you are sowing the seeds of positive change and empowerment.
As we approach [Specific Occasion or Date], consider making a [Seasonal] donation to [Your Nonprofit’s Name]. Your gift, no matter the size, will help us [Highlight the purpose or project that the seasonal campaign is supporting].
Here’s how you can contribute:
Online: Visit our website at [Website Link] to donate.
Mail: Fill out the enclosed donation form and send it to [Your Nonprofit’s Address].
Phone: Call us at [Phone Number] to make a donation over the phone.
Your belief in our mission is the foundation upon which we build a brighter future. Together, we can create lasting change that resonates far beyond [Season].
Thank you for being a pillar of support for [Your Nonprofit’s Name]. Your generosity is a gift that keeps on giving, and we are deeply grateful for your commitment to making the world a better place.
Wishing you and your loved ones a meaningful [Season] season!
With gratitude,
[Signature]
[Name]
[Nonprofit]
Seasonal fundraising eCard example
Valentine’s Day is one of the best holidays for sending seasonal fundraising appeals since people are in a loving state of mind. If you need examples to spark your inspiration, the Humane Society of Tacoma & Pierce County designed a collection of Valentine’s eCards that donors could purchase to send to loved ones. Each design featured one of their furry residents, the nonprofit’s logo, heart graphics, and animal puns.
While you can always sell eCards like this, try sending them alongside your fundraising letters to donors!
3. School Fundraising Letters
What are school fundraising letters?
School fundraising letters are a popular way for educational institutions (K-12 and higher ed, public and private alike) to solicit support for various school-related purposes. They generally provide a summary of the school’s specific fundraising needs, such as:
To maximize results, highlight your school’s recent accomplishments, specify how the funding will make an impact on your student body and community, and provide instructions on how the letter recipient can choose to give.
To whom should you send them?
Send school fundraising letters to your school’s supporters—and those you think may be interested in getting involved. Often, this will include:
You can even take a peer-to-peer approach, encouraging students to send their own fundraising letters to family members and friends who may be interested in giving.
When should you use them?
Send your fundraising appeals at any time during the school year!
However, popular campaign periods include the beginning of the school year, leading up to the holiday season, and prior to large-scale events and initiatives.
School fundraising letter template
Dear [Name],
We hope this letter finds you well. As we begin the new school year here at [School Name], we are excited to share with you some of the exciting initiatives we have planned for our students.
At [School Name], we are committed to providing the best possible education and learning opportunities for our students. We believe every student deserves access to the resources and support they need to succeed, regardless of their background or financial situation.
To help us achieve this goal, we are launching a fundraising campaign to support various school-related initiatives, such as [list specific initiatives].
We are reaching out to our dedicated parents, alumni, and supporters to ask for your help in achieving our fundraising goals. Your generosity can make a significant impact on the lives of our students, helping us to provide them with the best possible education and prepare them for a bright future.
Any contribution, no matter the size, will be greatly appreciated and put to good use. [Include instructions on how to donate, e.g., online donation platform, mailing a check, etc.]
We value your continued support. Thank you in advance for considering a donation to [School Name] and for committing to helping us create a brighter future for our students.
Best wishes,
[Signature]
[Name]
[Title]
Seasonal fundraising eCard example
If you’re designing an eCard for school fundraising, create an engaging design like the one above. Your eCard platform will likely provide plenty of graphics related to education, like graduation caps, apples, and anything else you need. Be sure to incorporate childlike elements like handwritten font to make your design more authentic.
Churches commonly send out fundraising letters to notify congregants when church events or other fundraising initiatives are occurring. These types of fundraising letters can be used to share the details—date, time, location, etc.—of the event and encourage those who can’t attend to give in advance.
To whom should you send them?
Depending on your specific needs, you can send church fundraising letters to your congregation or to a broader community audience.
For instance, a fundraising appeal to collect donations in support of a new church building will likely be sent only to those involved with the church, while a campaign to raise funds for sending youth to a summer camp might solicit donations from students’ family members and friends, regardless of their affiliation with your ministry.
When should you use them?
You can send out church letters whenever you have a fundraising need! Churches rely on the generosity of their congregants to keep the doors open and the lights on.
Of course, you’ll want to limit your fundraising letters to a few per year and rely on in-person appeals during a church service for the majority of your fundraising efforts.
Church fundraising letter template
Dear [Name],
We hope this letter finds you well. Because you’re an important part of our church family, and we’ve so appreciated your support in the past regarding our [example campaign the individual supported] initiatives, we thought you’d want to know about our big plans for this new year.
As you surely know, our congregation is growing. Just like any family, the more members you have, the more room you need. We’re pleased to invite you to be an important part of this exciting process!
[Church Name] is raising money for a brand-new sanctuary and bell tower. How blessed are we to have so many members like yourself that we need to build an entirely new structure?
That said, we are currently accepting donations that will make this exciting new project possible, and we ask that you consider giving to support our efforts.
Your donation, no matter the size, will be greatly appreciated and put to good use. We invite you to be a part of this new chapter in our church’s history and help us create a space where we can come to worship, learn, and grow together.
If you would like to contribute, please visit our website at [URL] or mail or drop off a check to [church office address].
Feel free to reach out to our special projects coordinator, [Name], at [phone number] or by email at [email address] if you have any questions about our fundraising initiatives or the new sanctuary or bell tower.
As always, have a blessed week. We hope to see you Sunday!
In Him,
[Pastor’s Signature]
[Pastor’s Name]
Church fundraising eCard example
When designing an eCard for a church, be sure to infuse spiritual elements like this eCard does. The graphic on the card design shows stained glass in the shape of a cross, helping the reader to draw a connection between eCard Recipients will immediately understand what the rest of the email is about by simply reading “In Every Act of Giving, We Feel God’s Grace.”
Nonprofits aren’t the only ones with fundraising needs! Sometimes, individuals aim to raise money for a cause, project, or life event, whether on their own or as part of a peer-to-peer fundraising campaign.
Common individual fundraising letter needs include:
Personal medical expenses
Disaster relief
Political campaign funding
Grassroots advocacy needs
Travel or education expenses
Make it as easy as possible for supporters to contribute. You can set up a crowdfunding campaign to supplement your fundraising efforts and use the fundraising letter to direct people to your campaign page to give. This can be highly impactful, as in North America alone, crowdfunding generates around $17.2 billion each year.
To whom should you send them?
Depending on the specific fundraising need, an individual may send personal fundraising letters to their family members, friends, acquaintances, colleagues, and more.
Consider tailoring your recipient list based on the purpose behind your efforts. For example, an individual raising funds to go on a religious mission might prioritize individuals within their church community.
When should you use them?
You can send individual fundraising letters whenever you need to raise money for a cause that means a lot to you. If you’re collecting donations for an upcoming event or project, be sure to start planning, drafting, and sending your letters at least a few weeks in advance.
Individual fundraising letter template
Dear [Donor],
My name is [Name], and I am [describe your position/situation/background]. I am looking to raise [amount of money] to help me pay for [project/expense/cause/etc.].
[Include information about why the cause or project is important to you and how it could potentially impact the reader or those you serve].
I’m writing to ask you to support me and my [cause/project/etc.]. Just a small donation of [amount] can help me [accomplish task/reach a goal/etc.].
Your donation will go toward [describe exactly what the contribution will be used for].
[When possible, add a personal connection to tie the donor to the cause. For example, if you’re raising money to help build a school in a developing country and you’re writing to a teacher, emphasize the fact that everyone deserves a quality education].
Thank you in advance for your contribution. You have no idea how much it means to me to have your support.
Here are the ways you can make a donation:
Donate online at [URL of your crowdfunding page]
Send a check in the pre-stamped envelope I’ve included
Thank you again!
Sincerely,
[Signature]
[Name]
Individual fundraising eCard example
While you can use drawings and graphics for individual fundraising eCards, you’ll evoke emotional connections by featuring a picture of who the donations will impact. This eCard is the perfect example of this strategy in action! The sender draws an emotional reaction instantly and can use their fundraising letter to dive into storytelling and their request for support.
6. In-Kind Donation Request Letters
What are in-kind donation request letters?
In-kind donation requests are often sent by nonprofit groups that ask for gifts of tangible goods or services instead of traditional monetary donations.
Most often, these letters will request a specific gift from the recipient, such as:
Office equipment or technology
No-cost meeting spaces or venue rentals
Food supplies
New or gently used clothing or shoes
Pro bono services like free marketing, accounting, or legal assistance from an associated firm
In-kind donations can allow charitable organizations to offset some of their largest operational costs with goods and services made available by supporters. A well-written donation request letter lets your audience know what kinds of things you’re looking for and how they can be of assistance!
To whom should you send them?
You can send in-kind donation letters to individual supporters as well as corporations, foundations, and even other nonprofit groups.
Remember: these letters should be specific. If you’re seeking free marketing assistance, be sure to reach out to a local marketing agency. If you’re looking for appealing items to auction off in your upcoming fundraising event, you might reach out to a wider range of individuals or businesses. This might include restaurants, travel agencies, salons, retail stores, and more.
When should you use them?
You can send these types of letters whenever you have a specific need! Some of the most common use cases include fundraising events (e.g., requesting auction item donations), community food or clothes drives, or a new campaign or initiative that would benefit from in-kind gifts.
In-kind donation request letter template
Dear [Individual Donor or Corporate Sponsorship Manager],
I hope this letter finds you in good health and spirits. I am writing to request your support for [Nonprofit], a nonprofit organization that is committed to [mission statement or general purpose of the organization].
As we strive to fulfill our mission, we rely heavily on the generosity of donors like you. We are reaching out to request an in-kind donation of [specific goods or services needed], which we believe would make a significant impact on our efforts by [description of benefits made available by such a donation].
Your contribution would be an invaluable asset to our organization and would help us to [achieve a specific goal or outcome]. In return, we would be happy to offer [recognition or publicity for the donor, such as inclusion in event materials or social media shoutouts]. We will also provide a receipt for the value of the donation for tax purposes.
We appreciate your consideration of our request, and we welcome the opportunity to discuss this further with you. If you have any questions or need further information, please do not hesitate to contact us at [phone number or email address].
Thank you for your generosity and support.
Sincerely,
[Signature]
[Name]
[Title]
[Nonprofit]
In-kind donation request eCard
This eCard is perfect for food banks seeking in-kind donations of food. Within the design, the depiction of people working together communicates the collective effort necessary to end hunger. The text really drives that point home by saying, “From your pantry to their plates, every meal matters.” In turn, the organization can retain donors by emphasizing the vitality of their continued support.
7. Matching Gift Fundraising Letters
What are matching gift fundraising letters?
Matching gift fundraising letters are a specific type of outreach that nonprofits send donors to inform or remind them about relevant matching gift opportunities.
Matching gifts are a popular (yet continually underutilized) type of corporate giving program. In fact, it’s estimated that $4 to $7 billion in matching gift funds goes unclaimed every year. The process typically follows these basic steps:
After an employee donates to an eligible nonprofit, they submit paperwork to their company to match
If the donation meets the company’s predetermined requirements, the business will make a contribution to the nonprofit as well.
Though companies often match gifts at a dollar-for-dollar ratio, many are willing to triple or even quadruple their employees’ gifts!
Unfortunately, many donors are unaware that their employer offers a matching gift program.
That’s where a matching gift fundraising letter comes in!
In this letter, you’ll inform the donor about their employer’s specific workplace giving initiatives and how to get involved. If you don’t have a record of a supporter’s employer, simply use your matching gift letter to direct them to your online matching gift web page and company search tool.
To whom should you send them?
All donors should receive matching gift letters after making their initial gifts to your organization.
However, since direct mail can be costly, we recommend sending email follow-ups to the majority of your supporters. Reserve your direct mail letters for your most lucrative matching opportunities or for particularly high-value donors who have a known preference for physical communications.
When should you use them?
The best time to promote matching gifts is immediately after a donor gives. Your nonprofit is still fresh in their minds, so they’ll be more likely to submit a matching gift request when encouraged to do so promptly.
After a donor makes a gift, send out an email that:
Thanks them for their donation
Encourages them to submit a matching gift request
Furthermore, you can consider leveraging matching gift auto-submission to streamline the process even further and make it easier for donors to submit their requests. Once they’re determined to be eligible for matching gifts, all they need to do is provide a few key pieces of information, and the software automatically completes the request for them. Check out this video to see how auto-submission simplifies the match-fulfillment process:
Matching gift fundraising letter template
Dear [Donor],
Thank you for your generous support in the amount of $[gift size]. Your donation is helping us make a real impact in the lives of those we serve.
We wanted to let you know about an exciting opportunity to make your gift go even further. Did you know that many employers offer matching gift programs? This means that they will match their employees’ charitable donations, doubling or even tripling the impact of your gift.
We encourage you to visit our matching gift page here [URL] to see if your employer participates in a matching gift program. This resource provides an intuitive company search tool with easy-to-follow instructions on how to take advantage of this opportunity and make your donation do more.
By taking a few minutes to submit a matching gift request, you can make an even greater impact on our mission. Thank you again for your generous support, and we look forward to continuing to work together to make a difference in the lives of those we serve.
Sincerely,
[Signature]
[Name]
[Matching Gifts Coordinator]
[Nonprofit]
8. Event Fundraising Letters
What are event fundraising letters?
A fundraising event can be a highly impactful way for nonprofits to generate revenue. However, before the event takes place, it’s crucial to mobilize donors and the greater community to participate.
You can achieve this through event fundraising letters. These letters provide details about the event and encourage the recipient to attend in support of the nonprofit’s mission.
When drafting the letter, include a clear and persuasive case for support, as well as an explanation of how funds will be raised during the event (for example, through ticket sales, donations, or auction bids). A well-crafted fundraising event letter should make the reader feel enthusiastic about supporting the cause and eager to register for the event.
To whom should you send them?
For an in-person event, send fundraising letters to all of your organization’s supporters who reside in your local area. However, hybrid and virtual events open up the possibilities, allowing your team to engage attendees over any distance.
As you craft your recipient list, include donors, volunteers, board members, previous event attendees, and even businesses that have interacted with your organization in the past.
When should you use them?
Send your fundraising letters well in advance of your event date. While the perfect timeline can vary from one organization to the next, aim to notify your supporters at least six to eight weeks before the big day. This will allow them to make any necessary arrangements for attending and enable your nonprofit to maximize the overall turnout.
Event fundraising letter template
Dear [Supporter],
I hope this letter finds you well. I am writing to invite you to [Nonprofit]’s upcoming event, [Event Name], which will take place on [date] at [time] at [location].
[Event Name] is a [type of fundraising event, like run/walk/ride, charity auction, gala, etc.]. This annual fundraising event helps us to raise funds for our organization, [Nonprofit], which is dedicated to [summary of mission statement or purpose].
We believe that every member of our community deserves access to [insert services provided by your organization], and your support helps us to achieve this goal.
We have exciting activities planned for the evening, including [details about the event such as entertainment, keynote speakers, or other activities]. And the best part is that all proceeds go towards supporting our programs and services.
We would be honored if you could attend this special event and support our cause. Your ticket purchase or donation will help us make a difference in the lives of those we serve.
Learn more about the opportunity at our event page here [URL].
We appreciate your consideration and hope that you can join us for this meaningful evening.
Thank you for your support.
Sincerely,
[Signature]
[Name]
[Title]
[Nonprofit]
Event fundraising eCard example
Designed by Vineyard Church North Phoenix, this event invitation was originally designed for congregants to invite their friends and family to an upcoming service. However, you can copy their approach by featuring photos you’ve taken and featuring welcoming text such as “You’re Invited” or “Join us!”
9. Recurring Gift Fundraising Letters
What are recurring gift fundraising letters?
Recurring donations provide nonprofits with steady and predictable income that allows them to plan for and maintain effective operations over time. In fact, recurring donors contribute 42% more each year than one-time donors. Whether you’re looking to expand your recurring gifts program or get started for the first time, well-written recurring donation letters can be immensely useful.
Recurring donation letters are tailored to appeal to dedicated supporters who may be interested in supporting your cause on a regular, automated schedule. These letters should provide an overview of the benefits of recurring gifts (for your mission as well as for the donor) and provide instructions on how they can sign up if interested.
To whom should you send them?
Send recurring gift letters primarily to donors who have already recently supported your cause, especially those who have made several one-off donations. However, first-time donors can also be good candidates for these programs if they’ve shown a commitment and a willingness to support your cause in the past.
When should you use them?
You should send a recurring donation letter to an existing supporter after they contribute a one-time gift to your organization—ideally within a few weeks following the most recent donation.
Additionally, you might decide to host a “recurring gift campaign” and promote your monthly giving program to all supporters. This can take place at any time during the year but may be particularly effective during the end-of-year holiday giving season. You can even set and communicate a goal for the number of recurring donors you’d like to sign up by a target date to drive urgency and leverage a sense of social proof.
Recurring fundraising letter template
Dear [Donor],
I hope this letter finds you well. I wanted to reach out to you about joining [Nonprofit]’s recurring gift program. By setting up a recurring gift, you can provide ongoing support for our mission to [summary of mission statement or purpose] and provide services for [primary audience benefitting from your organization’s programming].
Recurring gifts are a convenient and effective way to support our organization. By making a regular monthly gift, you can help us to offer [list specific services provided by your organization] to those in need.
To sign up for the program, go to our website here [URL for recurring donation page] or text [recurring donation keyword] to [fundraising shortcode].
Thank you for your generosity.
Sincerely,
[Signature]
[Name]
[Title]
[Nonprofit]
Recurring gift fundraising eCard example
Imagine you receive a fundraising letter paired with an eCard of a cute dog with pleading eyes. Wouldn’t you be compelled to donate to whichever animal rescue organization sent it to you? Try creating a greeting card like the one above and featuring text that communicates the impact of ongoing support.
10. Capital Campaign Fundraising Letters
What are capital campaign fundraising letters?
A capital campaign is a fundraising initiative that aims to meet a high-dollar goal over a relatively long time frame (often one to three years). Dedicated fundraising letters are an excellent choice for soliciting support for this campaign.
This letter should explain the purpose behind the dedicated fundraising effort, which is often used to reach a significant goal. Oftentimes, nonprofits launch capital campaigns to collect funding to build a new facility, purchase high-cost equipment, or establish an endowment fund, so you’ll want to specify the need and how it will impact your cause as a whole.
To whom should you send them?
Capital campaign letters are generally sent to your nonprofit’s existing donors. And don’t count them out if they’ve recently given to a different fundraising initiative, either. A capital campaign donation is generally considered an “above and beyond” contribution. Just be sure to acknowledge their other gifts and explain how the efforts are differentiated.
To produce optimal campaign results, segment your contact list according to donors’ previous engagement with your organization, giving history, and estimated capacity to give.
When should you use them?
Since a capital campaign is split into two key phases (the Private Phase and the Public Phase), it’s important to understand when you should employ your fundraising letters.
Generally, the Private Phase kickstarts your campaign by exclusively engaging major donors, board members, and other particularly high-value individuals. While you may opt to utilize capital campaign letters as a cultivation or stewardship strategy in this phase, you’ll likely make your largest asks in person (or, at the very least, over the phone). Nonprofits typically raise at least 75% of their goals in this phase.
Once you get to the Public Phase, however, your well-crafted fundraising letters can be an excellent tool for driving your campaign to the finish line with donation appeals sent to low- and mid-level supporters.
Capital campaign fundraising letter template
Dear [Donor],
On behalf of [Nonprofit], we are excited to announce a new and exciting capital campaign. And we’d like to invite you to join us in our efforts!
This large-scale fundraiser has a lofty goal of $[fundraising goal] to [summary of campaign purpose].
As you know, our organization is committed to [brief description of mission]. With your support, we’ve been able to make great strides in these areas, but we know that there is still much work to be done. That’s why we’re launching this campaign to raise the funds we need to [reiterate campaign purpose], which will have a transformative impact on our ability to fulfill our mission.
This is a critical time in our organization’s history, and we need your support to make our vision a reality. We believe that with your help, we can [describe the impact of the campaign, such as improving the lives of those we serve, expanding services, etc.].
This campaign will span over the next three years, and we are committed to transparency throughout the campaign. We’ll provide regular updates on our progress and milestones achieved.
We appreciate your consideration and hope that you can join us in this important endeavor.
Thank you for your support.
Sincerely,
[Signature]
[Name]
[Title]
[Nonprofit]
Capital campaign fundraising eCard example
Capital campaigns require substantial amounts of support. If you’re building something, try including a stock photo of blueprints or actual project renderings on your nonprofit eCards. This will show you’re serious about the end result and your plans are already underway. You can also include a witty phrase like “Lay the foundation for tomorrow” or “Help build our future.”
11. Annual Fund Fundraising Letters
What are annual fund fundraising letters?
An annual fund is a nonprofit’s ongoing fundraising campaign that seeks to collect unrestricted funds—money not set aside for a particular project or program—for the organization. These funds often cover facility costs, staff salaries, and other “non-mission related” expenses. Annual fund fundraising letters solicit donations that go toward the fund.
These letters should focus primarily on the good work your organization is doing, highlighting recent, ongoing, and future projects made possible by generous donor funding.
To whom should you send them?
Just about anyone who has shown interest in your organization and its mission can be a great candidate for your annual campaign fundraising letters! This includes:
Existing donors
Prospective donors in your pipeline
Volunteers
Event attendees
Newsletter subscribers
Social media followers
You can also send these letters to try and re-engage lapsed donors, so consider sending your annual fund letters to that segment as well.
When should you use them?
An annual fund is typically a never-ending initiative with no set “finish line,” so organizations often collect donations for their annual funds year-round!
Aim to have a few annual fund pushes throughout the year to devote a good deal of time and resources toward driving support for the campaign. Then, you may decide to send one-off annual fund letters as a way to engage new supporters as they get involved with your cause.
Annual fundraising letter template
Dear [Donor],
I am writing to you on behalf of [Nonprofit] to invite you to support our annual fund campaign. Your donation helps us to provide [summary of services provided by your organization] to those in need. Plus, it allows us to continue our mission to [brief overview of mission statement or purpose].
This year, we aim to raise $[fundraising goal] from generous donors like you. We collected a record $[funds raised in the previous annual fund campaign] for our annual fund, and I think we can surpass it this year.
We appreciate your ongoing support and hope that you can consider making a donation to our annual fund campaign today. If so, please mail a check using the enclosed pre-stamped and pre-addressed envelope or make an online donation by scanning the QR code below [QR code redirects to your online giving form URL].
Thanks again for your generosity.
Sincerely,
[Signature]
[Name]
[Title]
[Nonprofit]
Annual fund fundraising eCard example
This eCard is perfect for an environmental organization to solicit donations year-round. It features a nature-inspired design complete with green, Earth-themed graphics. An alluring eCard like this can help capture attention for your fundraising letter.
12. Corporate Sponsorship Letters
What are corporate sponsorship letters?
Corporate sponsorship letters are used by nonprofits, schools, or other organizations looking to receive support from for-profit companies for a specific project or event.
Though they can vary depending on the company or nonprofit, sponsorship letter packages typically include the following components:
A sponsorship proposal cover letter, or the formal request for a sponsorship donation. It explains the nonprofit’s fundraising need and details how the funds will be used.
A sponsorship level document, which determines how companies decide how much they’d like to give. This resource often lists a few sponsorship levels to choose from and the perks that come with each. The higher the donation, the more perks the company receives.
Plus, there’s typically a sponsorship acknowledgment letter sent afterward to thank the company for its contributions.
To whom should you send them?
Send your corporate sponsorship request letters to any businesses with which you’re interested in partnering. A few ways to locate top prospects include identifying companies already in your network, such as your donors’ employers and top matching gift-givers, local businesses in your own community, and companies known for being particularly charitable.
When should you use them?
Sponsorship letters should be sent out well in advance of your event or project. This gives companies enough time to consider and respond to your donation request.
Furthermore, your nonprofit should send sponsorship acknowledgment letters immediately after a donation has been made and after the event has ended.
Corporate sponsorship letter template
Dear [CEO/CSR Manager/Business Owner],
I am writing on behalf of [Nonprofit], an organization dedicated to [summary of your mission, vision, and how you serve your community].
We are hosting our [event name] on [date] at [location]. Last year’s event was such a huge success that we decided to host it again!
In the past, this event has raised $[amount] and has [list out specific accomplishments using statistics and figures].
This year we’re hoping to raise even more! Our goal is $[amount], and we were hoping you could help us reach that goal.
By becoming one of our corporate sponsors, you’ll be able to [list projects that corporate donations could help accomplish].
We’ve also listed out some of the incentives and perks that your company can enjoy should you decide to become one of our corporate sponsors in our attached Sponsorship Levels Document. Regardless of the amount you choose to give, your company name will be included in our event program, and you’ll be mentioned in the press release that we’ll publish on our website.
We’re accepting cash donations as well as gifts-in-kind of goods or services.
Please browse the Sponsorship Levels Document to find the giving level that’s right for your company. If you’re ready to make a donation, tear off the perforated section of the following document and send it back to us in the self-addressed envelope we’ve enclosed.
I’d like to thank you in advance for your generosity. Please don’t hesitate to contact me directly at [phone number] or [email] if you have any questions.
All the best,
[Signature]
[Name]
[Title]
[Nonprofit]
Corporate sponsorship eCard example
Connect with prospective sponsors on an emotional level by including images of your beneficiaries. You can showcase their situations and make your case for support that much more compelling when sending your sponsorship letters.
Donor thank-you letters are pretty self-explanatory. These letters (or emails!) thank supporters for their contributions to a recent fundraising campaign. Sending personalized gift acknowledgments is an excellent way to deepen your relationship with supporters and keep your cause at the forefront of their minds.
Best practices for effective thank-you notes include:
Greeting the recipient by name
Acknowledging the donor’s specific means of support
Addressing the impact made possible through their gift
Plus, you can share additional involvement opportunities (without asking for another gift). Encourage supporters to follow your social media pages, subscribe to your newsletter, or request a matching gift from their employer!
To whom should you send them?
Send thank-you letters to all of your supporters. In addition to traditional donors, this includes volunteers, in-kind givers, corporate sponsors, peer-to-peer fundraisers, matching gift donors, and more.
When should you use them?
Thank-you letters should be sent out as soon as possible after receiving a contribution. Ideally, this should be done within 48 hours of the initial gift being made.
It’s not a bad idea to use multiple channels, either. Consider sending an automated acknowledgment email immediately and following up with a tangible note in the days or weeks afterward. You can never be too appreciative of your donors!
Donor thank-you letter template
Dear [Donor],
I can’t tell you how much all of us at [Nonprofit] appreciate your generous support of our cause. Thanks to your donation of $[amount], we’ll be able to [list out specific goals, objectives, etc., made possible through the gift].
We are so grateful for your belief in our organization’s work.
At [Nonprofit], we are committed to transparency and accountability. Therefore, we’ll be sure to keep you informed about how your donation is making a difference in the lives of those we serve. We couldn’t do it without you!
I also wanted to let you know that we’ll be hosting an exclusive donor appreciation event on [date]. We’d love to extend an invitation to you to participate in this opportunity, with more details to come! Our current donors have all enjoyed developing a stronger partnership with our organization, and I’m hoping you’ll do the same.
Thanks a million,
[Signature]
[Name]
[Title]
[Nonprofit]
Donor thank-you eCard example
Show donors some love with an eCard alongside your thank-you letters. Youth for Understanding offered several eCards that past beneficiaries could send to thank anyone who made their experience with the organization memorable. Add a custom note alongside an eCard like this, and the recipient will have a thoughtful keepsake that inspires them to keep giving!
Fundraising update letters are post-fundraising campaign communications sent to supporters. These messages allow you to wrap up loose ends, celebrate success, and look to future plans and goals.
This letter should contain a summary of your recent campaign (e.g., event, crowdfunding effort, peer-to-peer fundraiser, capital campaign, etc.) and your overall level of success (whether you reached or exceeded your fundraising goal). Plus, you’ll want to provide additional context, reminding your audience how the funding will be used to further your mission. And don’t forget to thank each recipient for the role they played in driving your fundraising efforts forward.
To whom should you send them?
Anyone involved with your fundraising campaign should receive a campaign update letter! This includes donors of all giving levels, volunteers, corporate sponsors, peer-to-peer fundraisers, and more who made your fundraising success possible.
You might even decide to send fundraising update letters to existing supporters who opted not to partake in your fundraiser. This can allow them to stay up to date on organization happenings and celebrate the generosity of their fellow donors.
When should you use them?
Like donor thank-you notes, fundraising campaign update letters should be sent as soon as possible. Rather than following each donor’s contribution, however, wait until the entire campaign has wrapped up. Then, send your letters in the following days or weeks to celebrate their support.
Think of this type of fundraising letter as the big finale after your solicitation letters and other engagement efforts!
Fundraising update letter template
Dear [Donor],
I wanted to reach out and provide an update on our fundraising efforts at [Nonprofit].
Thanks to your generous support, we were able to surpass our fundraising goal of $[insert fundraising goal] by over $[amount raised beyond your goal]. All in all, we collected $[total raised through the campaign] that is going to make a huge difference in the lives of [primary audience benefitting from your organization’s services].
Now, we will continue to work toward [nonprofit vision] by [list several specific projects or programs receiving funding from the recent campaign].
And we’ve already gotten started! Check out this photo to see how things have been going over here:
[Insert picture showcasing your organization’s efforts; ideally, a new project or program. Ex: breaking ground on a new building]
We are so grateful for your ongoing support and appreciate your commitment to our mission to [summary of mission statement or purpose]. We could not do this important work without your help.
Thank you for your ongoing generosity.
Sincerely,
[Signature]
[Name]
[Title]
[Nonprofit]
Donor thank-you eCard example
Perfect for an environmental nonprofit, this eCard emphasizes a core mission of rebuilding the planet. It features a nature-inspired design that reminds the recipient of the cause at hand. Then, the sender can use the thank-you letter to provide concrete updates and explain the donor’s role in making the mission possible.
Wrapping Up (& Sending Off!)
Crafting effective fundraising letters is vital to just about any giving campaign. This is true for nonprofits as well as churches, schools, and even individuals.
To make your appeals impactful, it’s essential to understand your recipients and personalize your message accordingly. From there, you’ll want to convey your organization’s mission in a way that resonates with your audience and provide a clear call to action to support your cause.
For more valuable fundraising tips and tricks, check out these additional resources:
What Is an Email Append? All Your Questions Answered. Want to make sure your fundraising letters are reaching their recipients? Use email appends to keep your supporter contact information accurate and up to date.
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