Marketing matching gifts on your website with direct mail outreach

Marketing Matching Gifts With Direct Mail Outreach

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While electronic communication is a speedy and efficient outreach strategy, some donors prefer communication via direct mail. That’s why we recommend taking a multi-channel approach to marketing matching gifts with direct mail outreach and online engagement efforts.

This way, you’re able to reach a significantly wider audience while offering additional touchpoints to make your materials stand out. And in the end, that means more matching gifts for your cause.

Now, you might be asking yourself (or your team): “Is paper marketing out of date?” The simple answer is that no, it’s not. In fact, there are a number of donors who still prefer the personal touch of tangible mail.

When people read direct mail, as opposed to email or other online communications, the interaction between ink and paper does something to help people better remember what they’re reading. Common sense would advise that you don’t just want people to read about matching gift programs; you want people to remember them.

Though digital giving methods are en vogue as of late, some donors don’t respond to internet-based outreach. Whether your donors are less technologically savvy or simply prefer a good, old-fashioned letter, some donors are best contacted through the (still lively) snail mail process.

This may include a combination of:

The debate between paper communication and technological communication has raged on for years. Nonetheless, employing both types of marketing works best.

Every type of direct mail has its place in the matching gift donation cycle, and each one will help you better reach that vital segment of donors who prefer to interact via direct mail communications.

In this guide, we’ll learn more about marketing matching gifts with direct mail using each of these strategies. Let’s begin!

Marketing Matching Gifts With Letters

Use letters to remind donors to check if their employers offer matching gifts. Make sure the wording doesn’t read like a sale but rather feels like a personal communication between your nonprofit and the donor.

You want people to know that, by applying for a matching gift, they’re doing a great service to your nonprofit⁠—above and beyond their initial contribution. If you have the time and resources, consider writing your letters by hand. If not, you may decide to opt for printed matching gift letters.

Consider these best practices for marketing matching gifts with direct mail letters:

  • Target your direct mailings to active donors who have recently contributed a gift to your organization.
  • Research your donors (and their matching gift eligibility) before sending your letters to ensure you’re not throwing away any postage.
  • Take a multi-channel approach to communicating with donors, reminding them about matching gift programs via mail, and following up with digital communications.

Just be sure to write to your donors like they’re human beings and share personal stories to get them increasingly invested in your cause. This will encourage individuals to want to go the extra mile to seek out and participate in their employers’ matching gift programs.

And when you receive a matching gift, remember to say “thank you!” Even if you communicate with a donor primarily via email, a paper thank you in the mail can be a great way to show how much you appreciate the additional dollars (and the steps the donor took to secure the funding).

Example Content:

  • “Many employers offer matching gift programs that could double or even triple your contribution. We invite you to seek out matching gifts so that Atlanta University can continue to educate the next generation of changemakers.”
  • “Many corporations offer programs that match employee donations to the Cat Rescue Club. The tax-deductible portion of your membership contribution is often eligible to be matched as well⁠—find out more on our website!”
  • “Visit catrescueclub.org/employer-matching/ or visit https://doublethedonation.com/CRC to find out if your company will match your donation.”

Marketing matching gifts with direct mail outreach using a letter

Marketing Matching Gifts With Direct Mail Inserts

If you don’t want to edit all of your existing marketing materials to mention matching gifts, or if you want to call added attention to such programs, paper mailing inserts may be the offline marketing technique for you.

Paper inserts are typically slips of paper included in additional donor mailings that call special attention to matching gifts. And they come in a variety of forms, as well. Sometimes they’re as simple as small pieces of paper, though you could even get creative and turn your paper insert into a bookmark or another longer-lasting material.

Consider these best practices for marketing matching gifts with direct mail inserts:

  • To reduce costs, design direct mail inserts smaller than a full page or use a postcard.
  • Rather than creating an additional direct mail insert, incorporate donation-matching information on the back of an existing paper insert material.
  • Consider retaining direct mail marketing strategies for donors or members at higher giving levels (and prioritize digital outreach for small and mid-level donors).
  • Stick to a limited amount of text that gets straight to the point⁠—typically an overview of matching gifts and a call to action to participate.
  • Incorporate eye-catching graphics that elevate the brief message rather than take away from the content at hand.
  • Encourage recipients to visit your website (and, specifically, your dedicated matching gift page) at the provided link. If the URL for your match page is long or complicated to type, consider including a shortened version that automatically redirects to your matching gift page.

Direct mail is more likely to be noticed by less tech-savvy donors and members who aren’t exploring your website on a regular basis. Including a matching gift insert in new members’ or donors’ welcome packets, membership renewal materials, or annual update communications can bring additional attention to matching gifts.

Example Content:

  • “Matching gifts can double your support for our organization. Many corporations offer programs that will match employee donations to our organization. Is your employer one of them? Learn more about available matching gift programs on our website!”
  • “Matching gifts and volunteer grants are important sources of revenue for our organization. Visit our matching gift page to find out if your company will match your donation and to access the appropriate forms and guidelines.”

Marketing matching gifts with direct mail outreach using a direct mail insert

Marketing Matching Gifts With Postcards

People love receiving personalized mail, and postcards can be a great way to make your materials stand out. After all, you get to immediately surpass the issue of donors who never get past the first obstacle⁠—the envelope.

As a result, postcards can be an especially effective way to encourage donors to submit matching gifts.

Consider these best practices for marketing matching gifts with postcards:

  • Summarize what matching gifts are and what the financial impact is.
  • Remind donors to submit their matching gift requests to their employers.
  • Directs recipients to a site (or individual’s contact information) where they can access additional information.
  • Determine which segments of donors to which you’ll send postcards⁠—including all recent donors, recent donors above a certain threshold, donors identified as match-eligible, or donors who’ve submitted matching gifts for past donations but haven’t yet for their most recent contributions.

Just as with the solicitation letters, the more personalized you can make your postcards, the better. Handwritten cards are great, but at the very least, you’ll want to have your postcards signed by hand. Knowing that a real person cared enough to write (or sign) your mailing can go a long way toward connecting with recipients on an individual level.

Example Content:

  • “Get your donation matched! Scan this QR code to visit our page on corporate matching gifts and find out if your employer will match your generous donation to our cause.”
  • “Do you match? Visit www.lls.org/matching-gifts/ to search our matching gift database and quickly access your company’s matching gift program guidelines.”

Marketing matching gifts with direct mail outreach using a postcard - front

Marketing matching gifts with direct mail outreach using a postcard - back

Marketing Matching Gifts With Thank-You Notes

It’s likely that your nonprofit is receiving matching gift checks several months after the original donations. Sending thank-you notes is a great way to notify your donors that the matching contributions were received.

Thanking donors is not only the right thing to do, but it also instills a positive impression in donors’ minds and ultimately closes the loop. As a result, donors will be more likely to make future contributions with matching gifts.

Consider these best practices for marketing matching gifts with thank-you notes:

  • Utilize a “thank-you” card that is both easy to read and eye-appealing while also staying true to your brand’s color scheme.
  • Ask donors to keep your organization in the loop throughout their matching gift request process (i.e., indicating when they’ve submitted their match), which allows you to better track and record incoming matching donations.
  • Provide insights into the tangible impact the individual’s donation match can offer your organization and its beneficiaries.
  • Share gratitude for both the donation match and the individual’s initial donation.

For large institutions, the chances are that you’ll be sending notes to more people than hand cramps you care to endure. Printed materials are a speedy and efficient alternative to handwritten letters, but if you want that personal touch, pick up a pen and scribble a quick message. Even just signing at the bottom can show an extra level of dedication that donors will respond to!

Example Content:

  • “We recently received a matching donation from the Home Depot as a result of your generous donation and subsequent match request on our behalf. Thank you for your constant support of our cause!”
  • “Thank you for submitting your matching donation! Your support goes above and beyond to help us fulfill our mission. Our team, and the beneficiaries we serve, will forever be grateful for your contributions to the campaign.”

Marketing matching gifts with direct mail outreach using a thank you note

Marketing Matching Gifts With Physical Newsletters

Physical newsletters as a marketing medium offer a unique opportunity for organizations to share content that goes in-depth about the details of matching gifts. After all, this method typically encompasses an increased amount of space to articulate why matching gifts are important⁠—and their specific benefits to your nonprofit⁠—as compared to some other direct mail or even online marketing tactics.

This, in turn, brings them closer to your nonprofit in a way that makes them feel more in touch with (and thus more included) in your community.

Consider these best practices for marketing matching gifts with physical newsletters:

  • Share compelling statistics about matching gift availability and potential (hint: we’ve compiled a list of impactful corporate giving research here to help).
  • Communicate the value of matching gifts using examples of tangible benefits that increased funding can bring your organization and its mission.
  • Direct readers to additional online resources where donors can navigate to learn more about getting involved with donation-matching.
  • Consider creating a matching gift-specific edition of your nonprofit newsletter, chockfull of information about the giving opportunity.

Chances are, you have an online newsletter to share current events and updates surrounding your nonprofit organization and its mission. But have you noticed that some people still prefer the physical newspaper to the digital edition?

As a result, a physical newsletter gives you a better chance of reaching donors who you might otherwise miss.

Example Content:

  • Matching gifts occur when socially responsible companies agree to financially match donations that their employees make to eligible causes. However, millions of eligible donors have no idea whether their companies offer such a program! As a result, more than $4 to $7 billion in available matching gift funding goes unclaimed every year. Are you missing out on potential matches from your employer? Check out our website to learn more about these opportunities and determine whether your most recent donation is eligible for a corporate match.”
  • “In the last year, more than $100,000 worth of donations made to our charity were identified as eligible for corporate matching through donors’ employing companies. However, only a fraction of that amount was actually processed and contributed via corporate matches. Imagine what we could do if every match-eligible donor secures a corporate donation from their employer⁠. Think of all the families in our community who won’t go hungry, thanks to adequate funding for our food pantry! Find out if your employer offers a matching program by visiting www.henrypantry.com/matching.”

Marketing matching gifts with direct mail outreach using a physical newsletter

Marketing Matching Gifts With Return Envelopes

If your nonprofit is like other organizations using direct mail to solicit donations, you probably include a pre-addressed, pre-paid return envelope. This is a common practice, the purpose of which is to make it easy for donors to send in their donations.

But did you know that the return envelope is also a prime spot to remind donors to look into their employers’ matching gift programs?

Consider these best practices for marketing matching gifts with return envelopes:

  • Keep your text short and sweet⁠—you’re not going to have a ton of space on the outside of an envelope.
  • Direct recipients to additional resources where they can learn more about matching gift opportunities.

If a donor is submitting a gift to your organization via return envelope, there’s no better time to inform them of the power of matching gifts.

Why?

These already-philanthropic donors can increase the impact of their donations to your organization without spending any more on their initial donation. Right when they’re already in the giving spirit is the perfect opportunity to inform them about the opportunity!

Example Content:

  • “Thanks for donating! Don’t forget to see if your company offers a matching gift program. Visit atlantauniversity.edu/matching-gifts/ to access your company’s matching gift form, guidelines, and instructions.”
  • “Next steps: find out if your donation is matchable! Search your employer’s name in our online matching gift database at www.catrescue.org/employee-matching.”

Marketing matching gifts with direct mail outreach using a return envelope

A lot of the time, scoring matching gifts is about increasing awareness about these programs. Marketing matching gift with direct mail outreach offers a bevy of ways to connect to donors⁠—and some donors even respond better to paper mail than they do digital methods.

From letters to postcards to newsletters, you have a ton of options to raise more fundraising revenue than ever (both matching gift and otherwise).

And remember⁠—the question is hardly ever whether to market matching gifts with direct mail or with digital outreach. Instead, a multi-channel approach is nearly always the best solution for communicating with donors, sharing information in effective and memorable ways, and ultimately driving more donation matches to completion.

Interested in increasing matching gift marketing for your cause? Check out our other educational resources to raise more:

  • Improving the Donor Journey with Matching Gifts. Incorporating matching gift outreach⁠—whether direct mail, digital, or a combination of the two⁠—is one of the best ways to improve the donor journey and provide excellent supporter experiences. Find out how with this guide!
  • Corporate Giving and Matching Gift Statistics [Updated 2022]. These corporate philanthropy, workplace giving, and matching gift statistics are unbelievable but true. Learn more about the current state of corporate giving, the potential that these programs offer for nonprofit causes like yours, and how to close the gap.
  • Corporate Volunteer Grant Programs: Learn the Basics. Thousands of companies provide organizations with which their employees volunteer generous grants corresponding to the number of hours spent with the cause. Like matching gifts, volunteer grants enable supporters to do more for their favorite charities!

Learn more about marketing matching gifts with direct mail outreach with Double the Donation.

Marketing matching gifts on your website

Marketing Matching Gifts On Your Website

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Your website is likely the number one place where donors come to learn about your mission and, ultimately, make a contribution to the cause. Marketing matching gifts on your website is a great way to promote the opportunity while encouraging donors to give more⁠—and make a matching gift request.

While many of your site’s visitors may start out as strangers, the goal is to impress every user⁠—and to make sure that all parties leave feeling satisfied and looking forward to their next visit. Matching gifts are a great way to do that.

With donors going the online giving route more and more often, an organization’s website encompasses endless opportunities to educate supporters about matching gifts and drive them further down the donation-matching funnel.

Because a nonprofit’s website is such a multifaceted tool, there are a ton of ways to market matching gifts effectively within the online resource. In this guide, we’ll dive into four of the most common and impactful methods for doing so:

As with any modern organization, your website is often the first impression someone has of your nonprofit. It’s essential that you make it count by sharing about matching gifts every chance you get. The more familiar donors are with gift-matching initiatives, the more likely they ultimately are to participate!

Marketing Matching Gifts With Dedicated Match Pages

As you learn more about corporate giving, be sure to share this knowledge with your supporters. When you inform donors about corporate philanthropy (and specifically employee or workplace giving opportunities), they’ll know their impact can be multiplied without reaching back into their own pockets. All they need to do is request a matching gift!

One of the best ways to ensure each donor has access to a wide range of matching gift information (and knows how to locate more), we recommend hosting a dedicated corporate matching gift web page on your website. This way, donors will have easy access to a landing page where they can learn about matching gift programs and discover if their employers participate.

This page can communicate relevant facts, such as matching gift statistics or annual donation numbers, as well as allow donors to search for information with an embedded company search tool. It could even be as simple as stating what matching gifts are!

Make sure to incorporate the following best practices for matching gifts on your dedicated match page:

  • Begin with a brief overview of corporate matching gift programs (and where users can locate additional information on the topic).
  • Explain the benefits of matching gifts programs, both for your nonprofit and for the donors themselves.
  • Embed Double the Donation’s autocomplete search box in a highly visible location on the page.
  • Include your organization’s contact information, including mailing address and EIN/tax ID number.

The goal of your matching gift page is to provide donors with a place to both learn about matching gifts and be spurred into action on the spot. With Double the Donation’s matching gift services, for example, you can empower donors to participate with year-round access to the forms, guidelines, and instructions they need to submit matching gift requests in minutes.

Example Content:

  • “Did you know that more than 26 million people work for companies with employee matching gift programs? You might too! Learn more about your employer’s matching gift programs by entering the company’s name in the below search box.”
  • “Matching gifts enable our organization to do more for the children in our community. When you request a donation match for your gift to the Children’s Play and Learning Center, you can provide much-needed resources for twice as many kids we serve. Find out more about the programs with our FAQ section, or find your company’s guidelines here.”

Marketing matching gifts on your website with a dedicated match page

Marketing Matching Gifts With Images and Buttons

Images and buttons are each highly effective ways to draw attention to matching gifts within your organization’s website. Well-crafted visuals are significantly more eye-catching than plain text links (which are often overlooked) and can be a great resource for driving website visitors to take an intended call to action.

Make sure to incorporate the following best practices for matching gifts using images and buttons:

  • Brand your images and buttons to your organization and its website by using your existing color scheme, font choices, etc.
  • Use imagery to help donors visualize the tangible impact that matching gifts can bring your organization and its mission.
  • Produce high-quality and visually appealing images and buttons⁠—avoid blurriness, overcrowding, and imbalance⁠—that also add value to your site.
  • Choose and communicate a clear action that you’d like website visitors to take (such as visiting your matching gifts page or searching their employer in your company database).

Once you have your images and buttons created and ready to go, consider incorporating one or more of these resources into your website, along with other digital communications⁠—such as social media marketing and matching gift emails⁠—as well.

Example Content:

  • “Get your gift matched ⁠— request a matching donation from your employer here!”
  • “Learn more about matching gifts! Click here to locate your company’s matching gift guidelines.”

Marketing matching gifts on your website with images

Marketing matching gifts on your website with buttons

Marketing Matching Gifts With Navigation Bars

A website’s navigation bar is used to provide visitors with an easily accessible resource with which they can travel throughout the site from page to page. For many nonprofits, this navigation bar (also known as a “navigation menu”) incorporates the most highly-trafficked pages.

Depending on the organization in question, this might include items related to the organization’s mission and vision, an “about us” page, contact information for users to get in touch with the team, and a number of ways to support the cause.

By including a link to your organization’s dedicated matching gift web page (described above) within your navigation bar, you can allow users to access that information from anywhere on your website.

Make sure to incorporate the following best practices for matching gifts on your website navigation:

  • Provide easy access to matching gift information directly from your site’s navigation bar by linking to your dedicated matching gift page.
  • Choose phrasing that is straight to the point and easily understood by your donors and other website viewers (for example, “Double your Donation” or “Matching Gifts”).
  • Place your link as prominently within your navigation bar as possible. Avoid too many subfolders, which can defeat the purpose of including it in the website menu at all.

Incorporating a matching gifts link in your navigation bar allows donors to intuitively discover matching gifts. Once a user clicks the link or button, they are able to dive into all the nitty-gritty details about matching gift programs. But all it takes to spark that interest and get the user involved is typically just a few words within the navigation menu!

Marketing matching gifts on your website with a navigation bar

Marketing Matching Gifts With Ways to Give Pages

A functional website is a necessity for every organization. Not only is it a valuable resource for sharing information about your cause and operations, but it also offers an invaluable source of real estate for promoting revenue opportunities⁠—both matching gifts and otherwise.

For many organizations, that’s where their Ways to Give page comes in!

A “ways to give” page is an area on a nonprofit’s website where people learn about a wide range of support options for the organization. This often includes online giving, upcoming events, direct mail donations, peer-to-peer fundraising opportunities, volunteer initiatives, and, of course, workplace giving programs such as donation matches and volunteer grants.

Make sure to incorporate the following best practices for matching gifts on your “ways to give” page:

  • Provide donors with direct access to the tools they need to research their own matching gift eligibility (like a matching gift company search tool).
  • Direct donors to a page with more information (e.g., your dedicated matching gift page).

There are typically a ton of ways for supporters to contribute to your organization, and you’ll want to advertise them all on your “ways to give” page. Then, as donors are looking for impactful opportunities to support your cause, remind them that having their employers double their donations is a simple way to make their gift go further.

Example Content:

  • “Looking for more ways to support your favorite charities? See if your employer offers matching gifts!”
  • “Did you know that thousands of companies match employee donations? Find out if your support is eligible for matching to double the impact of your gift.”

Marketing matching gifts on your website with a ways to give page

Implementing matching gift promotions across your website is a major step in boosting your revenue. Don’t overlook it!

Individuals looking to get involved in your giving in the first place will be more inclined to contribute while existing donors will be able to easily locate the information they need to get their gifts matched by their employers.

As your organization’s #1 marketing tool, marketing matching gifts on your website is essential.

Interested in learning more about effective matching gift fundraising practices? Check out our other educational resources on the topic:

  • A Complete Guide to Fundraising Automation for Nonprofits. Raise more for your organization with less time, money, and resources by leveraging automation strategies. Find out how to fundraise better across your online giving pages, donor management system, matching gift tools, and more with this guide.
  • How Donor Employer Information Can Boost Your Fundraising. Sharing company-specific matching gift information with donors is a great practice to follow. But in order to do so, you’ll need to know where they work! Learn more about collecting donor employment data and what to do with it here.
  • Matching Gift Databases: Our Comprehensive Guide for 2022. Marketing matching gifts across your website and more is made easier with a matching gift database. Explore this 360MatchPro guide to uncovering everything you need to know about the leading matching gift software solution.

Learn more about marketing matching gifts on your website with Double the Donation.

Marketing matching gifts in your donation process

Marketing Matching Gifts In Your Donation Process

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Matching gifts empower donors to make a larger impact on a cause that they care about⁠. This is often done by enabling them to contribute greater donation value than they would or could have been able to give on their own. Not to mention, Double the Donation research reports that 84% of donors say they’re more likely to donate if they know a matching gift is being offered.

That’s why marketing matching gifts in your donation process is becoming an increasingly popular choice. In this guide, we’ll cover four of the most impactful ways that nonprofits like yours are choosing to do so, including:

At most companies, submitting a matching gift takes only a few minutes⁠—and marketing matching gifts doesn’t have to be difficult, either. It makes sense to begin with the point at which donors are most highly engaged in the organizations they’re giving to. And because this typically occurs while donors are actively making their donations, marketing matching gifts directly within the giving process is one of the most effective strategies you can incorporate.

Let’s begin!

Marketing Matching Gifts With Donation Pages

To determine matching gift eligibility, you’ll need to know where your donors work. Luckily, one of the most effective ways to collect donor employment data is by including an optional field directly within an organization’s donation page.

Donors are already providing your team with a lot of valuable information⁠—such as their name, email, phone number, and perhaps even mailing address. Many individuals will be inclined to enter their employer’s name when prompted, as well. This is especially true when you provide a bit of context as to why you’re seeking the information in the first place⁠—which is to identify matching gift eligibility to get their donation doubled.

These are some best practices for marketing matching gifts within your donation page:

  • Embed Double the Donation’s autocomplete search tool directly into the online giving forms.
  • Highlight the benefits of participating in matching gift programs, essentially increasing impact on the cause.

Not to mention, the above studies show that 1 in 3 donors are likely to give a larger gift if matching is applied to their donation. This means that incorporating matching gifts in your donation process can even result in significantly increased donation sizes to begin with.

Example Content:

  • “Please enter your employing company’s name to determine your eligibility for a corporate matching gift.”
  • “Does your employer offer a matching gift program? Enter your company name below⁠—if your company does match, you’ll receive specific information on program guidelines and request instructions on the confirmation page after submitting your donation.”

Marketing matching gifts in your donation process on the donation page

Marketing Matching Gifts With Donation Confirmation Screens

Your donors are clearly passionate about your organization⁠—and they’re at a significantly high level of engagement upon completing an online donation. Be sure to highlight just how easy it can be for donors to double their donations by taking a single additional step beyond their initial gifts.

These are some best practices for marketing matching gifts within your confirmation screen:

  • Utilize relevant visuals to grab supporters’ attention.
  • Inform donors that most companies’ matching gift submission processes can be completed in less than five minutes.
  • Embed Double the Donation’s matching gift plugin directly on your donation confirmation screen to provide donors with easy access to company guidelines and forms.

By featuring matching gifts directly on the donation confirmation page, you can aim to leverage donors’ giving momentum while your organization and its cause are still fresh on their minds. It’s effective and simple, and many supporters will be happy to take this next step⁠—perhaps even immediately!

Example Content:

  • “Thanks for giving to support your local Cat Rescue Club. Your donation of $200 was successful. See if your employer will double that amount with a matching gift!”
  • “Donation complete! Search our matching gift database to find out if your contribution is eligible for a corporate match.”

Marketing matching gifts in your donation process on the donation confirmation page

Marketing Matching Gifts With Donation Confirmation Emails

When your nonprofit receives a gift, you should always be sure to thank the giver⁠—which is often done through donation follow-up (confirmation, acknowledgment, etc.) emails. This email is also a great opportunity to promote matching gifts to your donors. Their donations likely remain fresh on donors’ minds, and a little nudge saying that they can double their donations⁠—without shelling out another cent⁠—can go a long way.

These are some best practices for marketing matching gifts within your acknowledgment emails:

  • Incorporate links to your dedicated matching gift fundraising page where donors can easily locate additional information.
  • Use graphics or text links to catch your reader’s eye and quickly engage with them on the topic.
  • Automate your follow-up emails to ensure every donor receives your message in a timely manner and without worrying about any gifts slipping through the cracks.
  • Provide links to recipients’ company guidelines and forms, or encourage donors to conduct a quick search of your easy-to-use online company search tool.

An individual who has already made a donation to your organization has demonstrated that they’re clearly passionate about your cause. Make sure to highlight matching gifts in the acknowledgment letters and emails that get sent out, emphasizing the increased impact that matching gifts can have on your mission.

Example Content:

  • “Thank you for your generous donation to Atlanta University. Please click the button below to determine whether your gift is eligible for a corporate match from your employer!”
  • “Your donation of $100 likely qualifies for a matching gift from the Walt Disney Company. Submit a matching gift request to your employer by completing the following steps. Then, let us know when you’ve submitted your match by clicking the link below!”
  • “Did you know that many corporations offer employee giving programs where they match donations to the Cat Rescue Club? The tax-deductible component of your membership is normally eligible to be matched as well!”

Download a full-length sample matching gift acknowledgment email for nonprofits.

Marketing matching gifts in your donation process on the confirmation email

Marketing Matching Gifts With Matching Gift Recognition

At this point in the process, you’ve likely already thanked your donors for their initial contributions to your cause⁠—probably even within the first 24 hours or so. But for your matching gift donors, the appreciation shouldn’t stop there!

Recognizing your matching gift all-stars after you receive their corporate match is a great way to continue promoting matching gifts to your supporters. At the same time, you can increase the likelihood that donors will participate in the matching gift process for the years and donations to come.

These are some best practices for marketing matching gifts with matching gift recognition:

  • Request that donors keep you in the loop throughout their match request process, which enables you to better track incoming company matches with the associated donor.
  • Thank your matching gift donors privately to express your gratitude on behalf of the organization and its beneficiaries.
  • Consider recognizing completed matching gifts publicly as well⁠—such as within a newsletter or social media post⁠—to thank donors and inspire others to participate.
  • Acknowledge that matching gift donors went above and beyond their typical donation to request a corporate match on behalf of your nonprofit.

It can also be a great idea at this point to reiterate the doubled impact made possible by corporate matching gifts.

In many scenarios, your matching gift recognition efforts will be the last touchpoint you have with a supporter regarding a particular donation. You’ll want to leave donors with a positive impression of your engagements to ensure they’ll continue in the relationship they have with your cause!

Example Content:

  • “Thank you for your generous support of the Cat Rescue Club. We are happy to inform you that we just received a corporate match as a result of your recent donation, and we greatly appreciate the time and effort you took to request the match on behalf of our organization.”
  • “Did you know that thousands of companies match donations made by employees? Our donor, Jennifer, just secured a 2:1 match on her most recent gift, enabling her generous $500 contribution to bring $1,500 worth of impact on our mission. Find out if your gift may be eligible, too!”

Marketing matching gifts in your donation process on the matching gift recognition

When promoted effectively, requesting a matching gift can be seen as the next logical step that a donor takes upon submitting their initial gift. Thus, when you incorporate matching gift marketing efforts into your overall donation process, you can help guide donors seamlessly from one task to the other.

If you’re interested in learning more about matching gifts, read up on our other comprehensive corporate fundraising guides:

Learn more about marketing matching gifts in your donation process with Double the Donation.

Marketing matching gifts in your digital communication

Marketing Matching Gifts In Your Digital Communications

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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 the 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 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.
  • 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 or 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 in your digital communications with email signatures

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 say, “Hi. What’s up? Have you thought about 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, directing readers to your matching gift page.
  • Encouraging supporters to perform a search to see if their company matches donations and access the appropriate forms, guidelines, and instructions.

Snail mail simply cannot keep pace, and at $0.55 a stamp, why would you pay to slow things down?

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 an 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.”

Marketing matching gifts in your digital communications with emails

Marketing Matching Gifts With Prewritten Articles

Organizations often use online blogs to keep supporters updated on their efforts and tell the nonprofit’s story. Why not also utilize your blog to share ways for donors to double their donations, enabling your team to keep telling that story?

Blog articles are a great way to start the conversation about corporate philanthropy, specifically the role that individual donors can play. Consider telling in-depth stories about the importance of matching gifts while educating people on how to submit the necessary forms.

Best practices for marketing matching gifts with your prewritten articles include:

  • Posting insightful stories about matching gifts and the effects the programs can bring your organization’s mission.
  • Incorporating a graphic that advertises matching gifts on the side of a blog post to help increase awareness.

Many donors have never heard of matching gift and volunteer grant programs, so it’s important to inform your supporters about the opportunities. And in order to evoke emotion and drive more donors to participate, we recommend carefully demonstrating the increased impact that corporate giving can have.

Example Content:

  • “Cat Rescue Club raises $200,000 from Matching Gifts and Saves 10,000 Additional Furry Friends!”
    • Use this article topic to detail how matching gifts provide additional resources that can create opportunities that would otherwise not be possible. Make the story personal and relatable so donors realize the importance of taking a mere five minutes to submit a matching gift request.
  • “Corporate Employee Matching Gift Programs: What Are They and How Do They Benefit Atlanta University?”
    • Use this article topic to inform donors about matching gift basics, from what matching gifts are to how they benefit your organization to how easy it is to submit a matching gift request. Sometimes people just need to know that such programs exist!

Marketing matching gifts in your digital communications with prewritten articles

Marketing Matching Gifts With Social Media

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, 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.
  • Engaging your digitally savvy donors and volunteers and encouraging them to submit matching gifts.
  • 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.”

Marketing matching gifts in your digital communications with social media

 

Marketing Matching Gifts With SMS Outreach

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.
  • Keeping your texts short and sweet to get your message across quickly (typically 1,000 characters or less).
  • Utilizing personalizable SMS templates and customizing names, donation amounts, employing companies, and more.

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.”

Marketing matching gifts in your digital communications with SMS

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 in 2018 and submit a matching gift request for that donation in 2022.

Although program specifics vary by company, most corporations adhere to one of the following types of standards for matching gift submission deadlines:

  1. 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)
  2. The end of the calendar year
  3. 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.

While you should certainly be encouraging donors to submit matching gift requests at the time of the donation, many companies have an extended grace period. The end/start of each new year is a fantastic opportunity to remind all donors that there may still be time to submit a matching gift.

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.”

Marketing matching gifts in your digital communications with end of year reminders

Nonprofits need every dollar they can grab, and 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.

Whether you promote matching gift opportunities in your online newsletters, social media posts, or emails (or a combination of all of the above), digital outreach allows you to showcase matching gifts in a simple and affordable yet still effective way.

Get ready to maximize your matching gift funding! Explore our other suggested educational resources on the topic below:

Learn more about marketing matching gifts in your digital communications with Double the Donation.

Cause Marketing: 10 Effective (& Profitable!) Examples

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Cause Marketing: 10 Effective (& Profitable!) Examples



Cause marketing is a great way for nonprofits and corporations to join together for a similar cause, and it is becoming a key way for corporations to express their philanthropic side.

Cause 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.

This is a type of corporate philanthropy.

What is corporate philanthropy?

Corporate philanthropy encompasses the actions a business takes to benefit the world around them. Along with cause marketing, matching gift programs are a popular arm of this generosity.

Through matching gift programs, a company pledges to match gifts made by their employees to nonprofit organizations, effectively doubling the impact of the original donation.

The easiest way for nonprofits to capitalize on matching gift programs is through matching gift tools, such as a searchable, embeddable database or (for larger nonprofits) a fully-automated matching gift tool. If you’re interested in either tool, you can sign up for a 14-day free trial on Double the Donation.

With that, let’s dive into corporate philanthropy via cause marketing through these 10 examples of successful partnerships between nonprofits and businesses.


CampaignCampaign TypeRanking
Red Kettle CampaignPoint of Sale#1
Red Nose DayPortion of Purchase#2
Fundraiser for the Planet100% of Sales#3
Faces of DiabetesPoint of Sale#4
Buy a Pair, Give a PairBuy One Give One#5
PurposeFULLPoint of Sale#6
Soar With ReadingProud Supporter#7
Arctic HomeMatching Gifts#8
Vodka for Dog PeoplePortion of Purchase#9
Miracle BalloonPoint of Sale#10


Learn what made these programs so successful and how you can implement their techniques into your nonprofit’s cause marketing.




1. Red Kettle Campaign


Who are the partners?

The Salvation Army Southern Territory partnered with DipJar and local retailers to improve the traditional Red Kettle cause marketing campaign.

Campaign Overview

You’re probably familiar with The Salvation Army’s Red Kettle campaign which often happens 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, and effectively provided donors with a quick and easy solution.




2. Red Nose Day


Who are the partners?

This campaign was a collaboration between Red Nose Day and Walgreens.

Campaign Overview

This iconic cause marketing campaign originated in the United Kingdom and is now taking the United States by storm.

Last year the campaign raised $18 million through the sale of over 12 million “red noses” at Walgreens stores. 

The six-week campaign starts with Walgreens customers purchasing red noses and wearing them for group pictures and 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 so that they can take pictures and share them with the #rednoseday.




3. Fundraiser 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 and first-time shoppers, they were able to raise $10 million in sales.

While Patagonia never stated which organizations would receive the funds, the money went to help support many underfunded and off-the-radar nonprofits. The $10 million contributions go a long way to supporting 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.




4. Face of Diabetes


Who are the partners?

The Faces of Diabetes organization partnered with several local businesses, and DipJar, to run a point of sale cause marketing campaign.

Campaign Overview

Through a partnership with local businesses in the Alabama area, the Faces of Diabetes organization collected donations and raised awareness about living with diabetes.

As part of their campaign, Faces of Diabetes wanted a way to accept donations from supporters that didn’t have cash on hand. They implemented the DipJar giving kiosk in a couple of their retail partners’ stores.

The retail partners enjoyed that they could accept credit card donations without the hassle of integrating the system into their current payment system. 

The campaign was so successful that they received over 130 donations in just four days. To learn more about implementing a point of sale marketing campaign like the Face of Diabetes, check out this helpful DipJar resource.

Why Their Campaign Made the List

This campaign stood out because of the successful collaboration between Faces of Diabetes and their retail partners. Since the process was easy to implement, the organization’s retail partners were excited to ask patrons to contribute.




5. 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 their philanthropic side.

The model is very simple: for every pair of glasses they sell, they’ll donate to their nonprofit partners to cover the cost of sourcing a pair of glasses. 

In addition to the donation, their nonprofit partners train men and women in developing countries on how to give basic eye exams and sell glasses at affordable prices, thus helping make eye care more readily available.

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 to raise awareness. The Warby Parker website explains their cause marketing strategy and tells the stories of beneficiaries.




6. PurposeFULL


Who are the partners?

The PurposeFULL cause marketing campaign is a collaboration between Arby’s and Share Our Strength.

Campaign Overview

So far, Arby’s has raised over $15 million for the organization Share Our Strength. The money goes to help feed children in America.

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. 

This cause marketing campaign is direct, asking donors for a specific donation. The PurposeFULL campaign focuses on $1 donations that can provide food for 10 meals.

Why Their Campaign Made the List

Because the PurposeFULL campaign lets donors know how much just $1 can contribute, supporters are able to focus more on the support rather than their monetary donations, which is why we believe this campaign was so successful.




7. Soar With Reading


Who are the partners?

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.

Some of these books have been distributed via free book vending machines. Additionally, the Soar With Reading program helps provide educators and students with diverse books to promote learning.

Why Their Campaign Made the List

The Soar With Reading campaign is successful because the whole company is involved in supporting JetBlue’s partner nonprofit. JetBlue employees can volunteer with the Soar With Reading program and make a difference in children’s lives, or even donate toward the cause themselves.




8. Arctic Home


Who are the partners?

The Arctic Home Cause Marketing Campaign was created by Coca-Cola and World Wildlife Fund.

Campaign Overview

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.

The Arctic Home campaign is about building awareness and raising funds through merchandise and online fundraising.

Coca-Cola introduced Arctic Home coke cans. These cans raise awareness with a package code that people could use to make a $1 donation. Coca-Cola matched every donation made through these package codes.

Why Their Campaign Made the List

By matching the $1 donations of customers who purchased an Arctic Home can, Coco-Cola motivated donors to give to the World Wildlife Fund.




9. Vodka for Dog People


Who are the partners?

Tito’s Handmade Vodka and Emancipet partnered together to create the Vodka for Dog People cause marketing campaign.

Campaign Overview

Tito’s Handmade Vodka started their partnership with Emancipet to help care for dogs. To help raise money and awareness for the nonprofit, Tito’s created a cause-related website called Vodka for Dog People.

On the website, supporters can purchase pet and human products, such as leashes, toys, and t-shirts with the Titos logo.

It’s the perfect pairing of product fundraising and cause marketing.

The product fundraising process is fairly simple. Pick a product, create a design, order the product, and sell, sell, sell. 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.

For the Tito’s product fundraising campaign, all the proceeds from the website go to Emancipet. In addition to the website, Tito’s works with bars and liquor stores to host yappy hour fundraisers for Emancipet.

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.




10. Miracle Balloon


Who are the partners?

The Miracle Balloon campaign is a collaboration between Walmart and Children’s Miracle Network Hospitals.

Campaign Overview

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 customers can see how many donors have already supported the cause, which may motivate them to participate as well.

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 patients or those with a loved one who received care at one of the hospitals to donate.


As you can see from the examples above, cause marketing is an effective way to raise money and awareness for your cause. Both nonprofits and for-profit businesses receive benefits from the partnership.

For more information on fundraising ideas for your nonprofit, check out the following additional resources:

  • Full List of Fundraising Ideas. Didn’t find what you were looking for? Check out our complete list of fundraising ideas. You’re bound to find the perfect fundraiser for your organization.
  • Top Companies for Donation Requests. If you’re looking for corporations to partner with for a cause marketing campaign or just for donations, check out this list of over 30 companies that have philanthropic programs.
  • Cause Marketing – The Six Top Fundraisers. While the list above highlights some of the best cause marketing campaigns there are, this infographic will walk you through exactly what types of cause marketing campaigns will be the most successful for your organization from checkout programs to cause products and more.
  • Expert Guide to Matching Gifts. Many of the cause marketing programs included matching gift components. Matching gifts are a great way to partner with businesses and double your funds! Learn more with this ultimate guide.
How CSR Impacts Businesses: A Guide for Corporations

How CSR Impacts Businesses: A Guide For Corporations

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Corporate social responsibility (often referred to as the shortened ‘CSR’) is a practice followed by many companies where they work to improve society in some form. CSR is often seen in terms of philanthropy, environmental leadership, ethical labor practices, and economic responsibility.

If you’re wondering how CSR impacts businesses⁠—particularly the businesses that enact these practices in the first place⁠—the advantages are expansive.

In this complete CSR guide for businesses, we’ll dive deep into the benefits of corporate social responsibility⁠—everything your company needs to know on the topic to maximize the effectiveness of your efforts⁠—exploring the following topics:

Ready to get up to speed on socially responsible efforts and see what you can do to bring your business to the next level? Let’s begin!

FAQ - How CSR Impacts Businesses

FAQ: How CSR Impacts Businesses

Does your company have an existing CSR plan in place, or are you looking to dive into strategic corporate social responsibility for the first time? Either way, you’ll likely have some questions regarding the practice.

Let’s walk through five questions and answers that are often pondered by corporations such as yours!

What are the main components of corporate social responsibility?

Corporate social responsibility is an overarching term used to describe a wide range of corporate efforts that are designed to make the world a better place. Most CSR initiatives will encompass these key values:

Here are three main components of CSR for businesses.

  • Social ⁠— The “social” component of corporate social responsibility refers to a company’s impact on its community and the individuals within. Businesses following this practice should work to bring a positive net impact to people as a whole.
  • Environmental ⁠— Environmentalism is another key pillar of CSR. Rather than the people within the communities in which a business operates, environmental practices highlight the importance of preserving the ecosystems themselves. Historically, corporations have been responsible for the vast majority of global emissions and other causes of climate change. Now, many businesses are working to reverse the damage through environmentally-friendly initiatives in the way they manage operations.
  • Economic ⁠— CSR also incorporates responsible economic business practices where companies give generously to their communities, often in terms of nonprofit donations, fair wages, and more. The idea behind economic responsibility is that the #1 goal of a business should not be to funnel as many dollars as possible into the pockets of investors and other shareholders. Instead, companies should bring economic benefit to all stakeholders⁠—including employees, customers, suppliers, and overall communities.

Some CSR efforts may incorporate elements from multiple categories, too!

For example, a company financially contributing to an environmentally-focused nonprofit (whether through grants, matching gifts, etc.) can fall under both environmental and economic responsibilities.

How can a company become more socially responsible?

There are tons of practices that businesses of all shapes, sizes, and sectors are adopting in order to increase their level of corporate social responsibility. Here are a few things a company might do:

  • Offer competitive wages and benefits packages to employees.
  • Provide generous parental leave, tuition reimbursement, and retirement benefits.
  • Participate in workplace giving programs such as matching gifts and volunteer grants.
  • Support philanthropic causes in the form of monetary and in-kind donations.
  • Use recycled materials while also producing goods that are also recyclable.
  • Reduce carbon emissions from business operations.
  • Keep up with and pay corporate taxes dutifully.

The tactics you choose to employ at your business can also play a role in the benefits you see overall. For example, prioritizing staff wages and employee benefits can have a significant effect on the company’s internal culture and team member engagement. While this will likely also result in improved consumer relations (i.e., buyers like to shop with businesses they know treat employees well), the impact seen might be lesser as compared to that of the employees.

And the same is true the other way around! Producing ethical goods with sustainable practices can bring positive results to both consumers and employees, though consumer relations may see a larger, more tangible impact in terms of sales.

What is ESG and how does it compare to CSR?

There are a lot of acronyms in the corporate world, as you surely know. As a refresher, CSR refers to corporate social responsibility.

Now, here’s another one you might hear, especially in conversations about social responsibility: ESG.

ESG stands for environmental, social, and governance, and is a measure of the extent to which a business makes a positive impact on society beyond its own shareholders.

While the two ideas go hand in hand, they’re not entirely synonymous⁠. One of the largest differentiators between the concepts is that CSR is a business model used to hold a company accountable for its actions to society, while ESG is a quantifiable measurement of a company’s social impact outcome.

How can I get my employees to participate in CSR?

Positive employee relations can be a top motivator of corporate social responsibility efforts in companies. But did you know that the employees themselves can actually participate⁠ (and benefit⁠) as well? These employee-driven programs can even see increasingly positive internal results!

For example, employees who participate in a company’s matching gifts or volunteer grant programs benefit from knowing their own nonprofit donations or volunteer hours are making even more significant impacts on charitable causes that they care about. Plus, they know their employers are making an effort to support their favorite charities as well.

So how can you drive participation in these programs once they’re up and running? Here are a few ideas:

  • Promote new and existing CSR initiatives to employees, including specific instructions on how to get involved.
  • Highlight your company’s social impact efforts during conversations with candidates and new hires.
  • Gamify CSR with interactive elements such as badges, rewards, trophies, and more for top participants.
  • Encourage friendly competition among employees to see which teams or individuals are the most CSR-involved.
  • Set company-wide goals for participation, along with company-wide benefits for reaching those goals.
  • Empower employees to suggest new ideas and feedback for existing efforts in order to continually refine your corporate social responsibility.

Workplace giving efforts, in particular, enable businesses to empower employees with hands-on roles in the company’s CSR. When employees feel they have a direct say in their employers’ social impact efforts, they’ll be increasingly aware of the efforts in place, and more likely to be highly engaged with the business.

What are new CSR trends that businesses are adopting?

As the world is changing, innovative technologies are developed, and new social, environmental, and economic needs arise, the CSR movement will continue to evolve. Here are a few things you can expect to see in the near future!

Many companies are transitioning to more employee-driven CSR programs⁠—especially when it comes to philanthropy. In fact, our research reports that over 39% of companies aim to expand their workplace giving initiatives in the next two years!

Additionally, more and more companies are wanting to take a stand on social issues and other current events in the past few years. Though these issues may sometimes be controversial, a 2020 research study reported that nearly 60% of consumers expect the brands they support to have a position on topics such as racial discrimination, social justice, climate change, income inequality, and more. 50% of survey respondents even reported conducting online research to see how a business reacts to social issues before making a buying decision!

Not to mention, Diversity, Equity, and Inclusion (or DEI) continues to see significant growth at the forefront of many businesses’ practices. As a result, companies are placing a higher emphasis on developing an inclusive and diverse workplace that’s welcoming to people of all races, genders, religions, sexual orientations, ethnicities, socioeconomic statuses, disabilities, and more.

Statistics on how CSR impacts businesses

Key CSR Statistics Businesses Should Know

There are tons of reasons why a business might participate in corporate social responsibility⁠—many of which boil down to the effects seen by the company’s employees and consumers alike.

Here are some key facts and figures that help communicate the implications of CSR:

Statistics that communicate how CSR impacts businesses.

How CSR Impacts Businesses’ Employees

(Sources: Double the Donation and re: Charity)

71% of employees state that it’s very important to work at a company that partakes in philanthropy.

More than 54% of employees who are proud of their company’s contributions to society report being fully engaged in their job.

77% of employees reported a sense of purpose as part of the reason they selected their current employer.

Nearly 2/3 of young employees won’t take a job at a company with poor CSR practices.

55% of employees would even take a pay cut to work for a socially responsible company.

Engaging in socially valuable efforts can reduce staff turnover by approximately 50%.

93% of employees believe companies must lead with purpose.

How CSR Impacts Businesses’ Consumers

(Sources: Harvard Business School and ViewsForChange)

72% of consumers believe companies should have a legal responsibility to society.

77% of consumers are motivated to purchase from companies committed to making the world a better place.

Over 90% of consumers worldwide are likely to switch to brands supporting a good cause.

More than 66% of consumers would pay more to socially and environmentally responsible businesses.

Creating value for the customer, positively impacting society, and inspiring innovation and positive change are the three highest-ranking components of a company’s purpose.

88% of people want to know about a company’s CSR efforts.

How CSR Impacts Businesses - top benefits

4 Top Benefits of CSR for Businesses

Beyond the ideas of basic altruism, corporate social responsibility tactics also provide participating companies with powerful business benefits. Consumers, employees, and other essential shareholders will be more inclined to support your efforts, and you’ll see impactful results such as these!

Top reasons how CSR impacts businesses

1. Unique marketing opportunities

Cause marketing (or cause-related marketing) is a form of CSR in which a business supports a charitable cause while receiving strategic marketing benefits from the relationship. These types of CSR campaigns often involve a company offering to give a certain amount of money to a nonprofit organization in response to increased sales results (for example, 10% of a company’s profits may be donated to charity or a business may donate $1,000 for every 100 products sold).

When done well, cause marketing enables consumers to feel good about their purchases to socially responsible companies. As a result, the consumers are willing to pay a higher price, switch brand loyalties, or increase quantities of their purchases due to it benefiting a good cause.

So for your business, not only will you have the opportunity to participate in charitable efforts, but you’ll also gain more customers and more dollars toward your bottom line.

2. Increased employee engagement

The fact is, people want to work for companies that they feel good about contributing to. When an individual knows that their efforts at a business help drive social good, they’ll be driven to produce elevated results in their roles. And for that reason, there’s a significant positive correlation between employee engagement and corporate giving.

Pride in the company, along with belief in senior leadership, are some of the most essential drivers of employee engagement levels⁠—and luckily, both components see benefits from social responsibility as well.

When employees are particularly engaged, the company will also see high levels of productivity, increased retention rates, and more.

3. New talent attracted to your team

Just like effective CSR efforts drive existing employees to want to do more in their roles at your company, the same efforts can also be used to attract new employees to the team.

As a result, many HR representatives are prioritizing corporate social responsibility in their recruiting efforts and within conversations with prospective candidates. Individuals looking to join a company that participates in CSR will be drawn to your business, and you’ll have a competitive advantage against other potential employers.

4. Improved internal company culture

Companies partaking in CSR also tend to have more positive internal cultures, which, of course, helps drive increased levels of engagement and retention. Company culture is more of an abstract concept and often incorporates the attitudes and behaviors of the business, its leadership, and its employees altogether.

Let’s take a look at a few examples to see how this works. Here are three types of CSR initiatives that can bring about a positive business culture:

  • Group volunteer opportunities. Picture this⁠—your company is looking for a fun out-of-office team-building activity to boost morale and get staff members better acquainted with one another. You reach out to a local food pantry and decide to organize a company-wide volunteer excursion. Employees come out to participate one Saturday afternoon and get to spend time with their colleagues in an informal setting which helps strengthen relationships while enabling your team to make a positive impact on your community.
  • Annual giving campaigns. Imagine that, once a year, your company hosts an annual employee giving campaign benefitting your neighborhood animal shelter. Employees are encouraged to bring in pet supplies and cash donations, and you turn it into a competition between departments. Whichever team collects the most for the shelter receives a prize, while a sense of friendly competition brings the business as a whole closer together.
  • Fundraising events. Let’s say a nonprofit is hosting a 5K event to raise money for their medical research. Your company decides to get involved, forming a team of employee team members willing to collect pledges and participate in the final event. Staff participants get to know each other throughout the fundraising process. Individuals share tips and tricks to drive total donations and help reach a company-wide goal. You participate in the event and, after the walk, celebrate your success with a pizza party!

Utilizing philanthropic initiatives as a way to build a positive company culture is a common practice for many businesses. But remember, the most successful efforts involve hands-on involvement by leadership as well.

When employees see their management and company leaders participating, they’ll be more inclined to do so themselves. And when individual team members get involved, the company’s culture is more likely to benefit.

Examples of businesses doing CSR right - and how CSR impacts those companies

5 Examples of Businesses Doing CSR Right

Looking to get started with CSR efforts but not sure how to begin? Get inspired by these popular companies who have exemplified what it looks like to be socially responsible and philanthropic (while also remaining profitable!).

Here's an example of how CSR impacts businesses like Gilead.

Gilead Sciences

When it comes to philanthropic corporations, Gilead Sciences has led the pack for several years in a row. This biotechnology company contributes an average of $400 million each year to nonprofit causes, which comes out to a total of nearly 3% of their pre-tax profits. Plus, they offer a matching gift program for current full-time employees, agreeing to match donations of up to $2,000 per year to most nonprofit organizations!

They’ve also published a number of lofty goals to further elevate their CSR by 2030⁠—including achieving net zero operational greenhouse gas emissions, ensuring 100% of their packaging is recyclable, eliminating all unnecessary plastics, and significantly increasing Black, Hispanic, and female representation in the company.

Here's an example of how CSR impacts businesses like Johnson and Johnson.

Johnson & Johnson

Johnson & Johnson has prioritized reducing their company’s impact on the planet over the last three decades by highlighting the importance of sustainable business practices. One key pillar of this effort was accomplished by harnessing wind power to significantly reduce pollution from their operations and ultimately offering up a renewable (and economic) alternative to traditional electricity.

In addition to the company’s environmental efforts, Johnson & Johnson also donates generously to many nonprofit organizations, including schools, health and human services, civic and community organizations, and more. Much of this funding is contributed through workplace giving programs as well, matching team member donations at a 2:1 rate up to $20,000 per employee per year!

Here's an example of how CSR impacts businesses like Google.

Google

Google is another example of a highly regarded business with multiple effective CSR efforts in place. As a result, the company has earned the Reputation Institute’s highest CSR score, due in part to its philanthropic initiatives, renewable energy projects, and environmental impact reduction.

Not only do their data centers use 50% less energy than other comparable institutions, but they’ve also committed more than $1 billion to develop environmental efforts in the future. Plus, they have a generous donation-matching program, offering up to a $10,000 gift match for full- and part-time employees.

Here's an example of how CSR impacts businesses like Lyft.

Lyft

One example of a business hosting a successful cause marketing campaign as a component of an overall CSR strategy is Lyft. Through their recent partnership with organizations like Bread of Life, United Way, and the National Council on Aging, Lyft offered free rides to essential workers and vulnerable populations through an initiative called LyftUp during the COVID-19 pandemic.

With this model in place, Lyft has elevated its brand reputation as one that cares about the underserved in its communities, thus driving popularity and sales.

Here's an example of how CSR impacts businesses like Ben & Jerry's.

Ben & Jerry’s

Since 1988, Ben & Jerry’s has been known for being a particularly outspoken advocate for all sorts of social causes. The company has partnered with nonprofit organizations such as 1% for Peace, Farm Aid, Children’s Defense Fund, Rock the Vote, Alaska Wilderness League, MyClimate and NativeEnergy, and many more to provide aid for social, environmental, economic, and scientific causes.

They’ve also launched more than one ice cream flavor dedicated to their favorite social causes, which include their “Save Our Swirled,” “Empower Mint,” “Justice ReMix’d,” and “Peace Pop.”

Corporate social responsibility is often framed as a win-win-win situation because companies, nonprofits, and the greater community each benefit greatly from its existence. As you consider how CSR impacts businesses like yours, think about all the good you can do in the world as well!

Ready to learn more about the benefits of corporate social responsibility and philanthropy to businesses like yours? Check out these other guides:

Find out how to drive corporate philanthropy at your company!

EIN Numbers for Matching Gift Programs: A Basic Guide

EIN Numbers for Matching Gift Programs: A Basic Guide

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As a nonprofit fundraiser, you should hopefully know all about the enormous impact that corporate matching gifts bring to strategic fundraising efforts.

(If you’d like a matching gifts refresher before diving into what you should know about EIN numbers for matching gifts, we recommend checking out our comprehensive guide on matching gift fundamentals.)

Here’s a brief recap: matching gifts enable organizations to double existing donations when qualifying donors request corporate matches from their employers on your behalf. Yet unfortunately, millions of dollars of available matching gift revenue are left on the table each year. Two significant roadblocks to matching gift success are a lack of awareness of these programs and a lack of understanding of how eligible donors request their company matches.

And there’s one little piece of information that plays a huge role in just about any donor’s matching gift employer submission: the nonprofit’s EIN or employer identification number.

In this resource, we’ll dive deep into the world of EINs by covering the following key topics:

  1. EIN Numbers: The Definition
  2. Where Should a Nonprofit’s EIN Number Be?
  3. The Importance of EIN Numbers for Matching Gift Programs
  4. The Role of EIN Numbers With CSR Platforms
  5. How to Simplify EIN Numbers for Donors

Ready to learn more about nonprofit EIN numbers⁠—including what they are and their critical role in maximizing matching gifts? Let’s jump in with the basics.

1. EIN Numbers: The Definition

According to the Internal Revenue Service (commonly referred to as the IRS),

“An Employer Identification Number [EIN] is also known as a Federal Tax Identification Number, and is used to identify a business entity.”

But don’t think that’s referring to for-profit businesses only⁠!

In regards to nonprofits, an EIN is critical for identifying the organization as being an officially registered 501(c)(3) cause. By extension, this nine-digit number (formatted as XX-XXXXXXX) verifies an institution as a tax-exempt nonprofit, to which charitable donations are considered tax-deductible by the U.S. government.

You might even think of an organization’s EIN as the nonprofit (or business) version of a social security number.

This is the unique identifier belonging solely to the entity in question⁠. No two groups share the same tax ID number, which allows the figure to pinpoint a particular organization and track all sorts of critical financial data. For nonprofits, this includes donations, tax receipts, and more.

2. Where Should a Nonprofit’s EIN Number Be?

Whether you’re a donor attempting to locate your favorite charity’s EIN number for a matching gift program or a nonprofit aiming to ensure your EIN is easily accessible to your audience, understanding the prime location for this information is essential.

So, where should an organization’s EIN number be found?

On the organization’s website

A nonprofit’s website is one of its most valuable assets for driving fundraising, improving donor engagement, and providing educational resources to viewers. As such, it’s critical that an organization incorporates its EIN number in multiple prominent locations across its site.

That’s why we recommend nonprofits include this information on their:

  • About Us page
  • Ways to Give page
  • Frequently Asked Questions page
  • Dedicated matching gift page

Keep in mind that if donors have to search particularly hard or click through a whole trail of breadcrumbs to locate your tax ID, they’re likely to call it quits before reaching the intended destination⁠.

And if they need your EIN to submit their matching gift request, you might just miss out on that possible match⁠. That’s why it’s essential to keep this information as openly accessible as possible.

Within donor communication materials

Beyond your nonprofit website, it’s also a good idea to include your EIN within a number of donor-facing communications. This typically includes:

  • Donor acknowledgments
  • Tax-exempt donation receipts
  • Matching gift follow-up emails

Not only does providing your tax ID number in communication materials ensure donors have access to the information they need for their matching gift requests, but it can also help when it comes time to report their charitable contributions as tax-deductible!

Through third-party resources

There’s also a good chance that an organization’s tax ID number is available online through a third-party resource such as Charity Navigator, GuideStar, or the IRS itself. These sites can be useful for donors and prospects looking to learn more about nonprofit causes they support.

As a nonprofit, however, you should not rely on this being the case⁠—let alone the available resources providing accurate and up-to-date information. Thus, make sure to prioritize getting your organization’s EIN number out via your own website and communication materials.

3. The Importance of EIN Numbers for Matching Gift Programs

Most companies that offer matching gift programs will require the receiving organization’s EIN number to successfully process the matching gift request and ultimately disburse the funding.

The EIN requirement will typically be in addition to other information about their employee’s donation, such as:

  • Donation amount
  • Date of donation
  • Nonprofit name
  • Nonprofit address
  • Copy of the donation receipt (which should also include the EIN)

Without the organization’s ID number, the donor will likely be unable to submit their online match request⁠—or if they do submit it without an EIN included, the request may be denied.

The purpose of the above information is so that the matching gift company can verify that the initial donation was made, along with it having been contributed to a qualifying nonprofit cause. Not to mention, having access to the organization’s official tax ID number also ensures that the employer is able to give to the same organization its employee did.

4. The Role of EIN Numbers With CSR Platforms

Thousands of companies with workplace giving programs utilize CSR platforms (sometimes referred to as corporate giving platforms, matching gift software vendors, etc.). These solutions were developed to help businesses manage their philanthropic initiatives. For many, that means matching gifts.

If your donors work for those companies (which it’s fairly likely that they do), participating individuals are often required to submit corporate matching gift requests through their employer’s CSR software portal.

And to complete their request, they’ll need the EIN number of the organization to which they gave.

Many companies even choose to automate their matching gift facilitation through the use of corporate giving software. When this occurs, donors simply fill out an online form provided by the CSR platform. The donation information entered (including EIN) is then quickly scanned against the business’s pre-determined matching gift criteria. This typically includes minimum and maximum donation amounts, types of qualifying nonprofits, and more.

The request is then approved or denied, and, if approved, the funding moves toward the distribution process. So as you work to drive as many matching gifts as possible⁠—with as few roadblocks as possible⁠—it’s essential that you provide individuals with the information they require.

5. How to Simplify EIN Numbers for Donors

So you understand why your organization’s EIN is essential to matching gift fundraising. But what can you do to make this information easily accessible and simplify the process of obtaining the figure for donors?

Leveraging matching gift automation software like Double the Donation can help in two keys ways:

  • Providing a dedicated matching gift web page with an explanation of matching gifts and an embedded search tool, alongside an organization’s EIN and other contact information
  • Offering customizable and automatically triggered post-donation follow-up emails to inform and remind donors about matching gifts

For example, check out how two leading nonprofit organizations display their EINs on their dedicated matching gifts pages for supporters:

American Heart Association

Here's how AHA uses EIN numbers for matching gift programs.

Leukemia & Lymphoma Society

Here's how LLS uses EIN numbers for matching gift programs.

Sometimes the process of identifying the right EIN number can be particularly difficult for nonprofit supporters. For example, some large schools, universities, and multi-chapter organizations may have multiple tax ID numbers⁠—often a different EIN for each component of the overall cause.

In that case, you might want to include brief instructions within your matching gift follow-up emails that direct donors to the correct information. This can be as simple as incorporating a note near your matching gift company instructions. For example: “Kindly visit our dedicated matching gift page and look for the correct EIN for your matching gift request.”

If your organization has a single EIN number, you might still choose to include a reminder that the information is available on your matching gift web page. Alternatively, you could insert the number directly into your matching gift follow-up email for even easier access.

The more your organization simplifies the matching gift process for its donors, the more individuals are likely to participate⁠—namely, following their matching gift request from beginning to end.

By highlighting EIN numbers for matching gift programs, your team can ensure your match-eligible supporters have the information they need to complete their employer’s submission process. You’ll receive additional corporate funding, and your donors are able to make an even more significant impact on a cause they care about. That’s what we like to call a win-win!

Want to learn more? Make the most of matching gifts with our other top fundraising and corporate giving resources here:

Double the Donation can help optimize your organization's EIN numbers for matching gift programs.

Learn how a Google Grants agency can transform your digital marketing.

Hiring a Google Grants Agency: A Guide and 5 Expert Agencies

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To improve your Google Ad Grants management, get started with our recommended Google Grants agency: Getting Attention.

Through the Google Ad Grants program, nonprofits have the potential to amplify their marketing and connect with prospects searching for causes like theirs. The program empowers nonprofits to share their missions with people around the globe, but only if they’re strategic about how they allocate their funds.

Google Ad Grant agencies dedicate their time to helping nonprofits make the most of the opportunity. From applying for the program to pinpointing the right keywords, they cover every aspect of the process and eliminate the learning curve that comes with this opportunity. That way, you can focus on pursuing your mission and engaging the new constituents you connect with through your ad campaigns.

Whether you’re just now learning about Google Ad Grants or you’re looking to refresh your account management strategies, a Google Grants agency knows what it takes to keep your account compliant and make your ad campaigns excel. To help you effectively leverage your grant money, we’ll cover everything you need to know, from the basics of the program to our recommended Google Grants agencies that will help you make the most of your $10,000 every month. Here’s what we’ll cover:

Here at Double the Donation, we spend plenty of time working with nonprofits to maximize their fundraising revenue and make a greater impact on their causes. We’ve seen organizations do some pretty incredible things for their missions when they put thought behind their fundraising strategies and leverage corporate giving programs like Google’s. While we work exclusively with matching gifts, other powerful funding opportunities like Google Ad Grants impact the difference an organization can make, so let’s explore how specialized agencies can streamline that.

Let's review the basics of Google Ad Grants management.

An Overview of Google Ad Grants Management

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

What is the Google Ad Grant?

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

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

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

Are Google Ad Grants worth it?

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

  • Increase online conversions such as event signups, donations, and volunteer registrations
  • Connect with lifelong supporters who are motivated by their cause
  • Bid on competitor’s keywords so their ads can show up alongside their listings
  • Build brand awareness and spread awareness for worthwhile causes

Effective account management from a Google Grants agency offers these competitive advantages.

To really make the most of the program, the best approach you can take is to have someone at your organization spend at least a few hours each week learning about Google Ad Grants management once you receive your funding. If you face limited staff bandwidth and can’t invest the time you want into creating your campaigns, you might want to outsource the work to a dedicated Google Ad Grant management agency.

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

Why should I invest in Google Ad Grants management?

This Google Ad Grants impact report explains that the return nonprofits see can be incredible with proper Google Ad Grants management. In fact, search ads have the highest ROI for nonprofits using paid advertising among any other paid advertising platform.

With billions of search queries processed per day, Google is the world’s most popular search engine. Advertising on Google can put you in touch with a world of prospects, and properly managing the grant means you can deliver the right content to these individuals.

When you first get started, there’s a huge learning curve you’ll have to overcome. Between conducting keyword research and keeping up with Google’s compliance standards, newcomers have a lot to learn! And with an already-busy schedule, your team might not have enough time to devote to managing your Google Ad Grant.

Investing in professional Google Ad Grants management can help you overcome the learning curve, so you can make the most of your grant money from the start.

Bonus! If you want to learn more about the basics of the program, explore our beginner’s guide to Google Ad Grants. It breaks down the essentials of the prgram, so you can determine if it’s a smart move for your nonprofit.

Here's how a Google Grants agency can transform your Google Ad Grants management.

How A Google Grants Agency Can Help

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

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

  • Google Grant application. If you’ve yet to apply for the program, a dedicated agency will help you do so by creating your Google For Nonprofits account, registering your organization with Techsoup.org, ensuring your website has promotable content, and submitting your application for review.
  • Keyword research. A Google Grants agency will help you develop ad campaigns that target the right keywords. They’ll spend plenty of time researching the keywords associated with your cause and pinpointing the ones that qualified prospects are searching online.
  • Campaign management. A healthy account will have anywhere from 3-5 campaigns going at once to drive results. An agency will actively track these campaigns, report on performance, and make adjustments to your online content to maximize results. Through Google Analytics and Google Tag Manager, they can create live dashboards and reports that keep you looped into your campaigns’ performance whenever you want.
  • Monthly compliance. The program’s guidelines are pretty extensive, and by not complying, your account will potentially be deactivated. One of the main priorities of your Google Ad Grants agency is to make sure you’re complying with the program’s guidelines at any given point. Some of these include maintaining a 5% clickthrough rate, avoiding single-word or generic keywords, and responding to the annual program survey.
  • Landing page optimization. Your grant money will go to waste if the pages you’re promoting don’t inspire users to convert. Some agencies will help you relaunch and redesign your landing pages for campaigns to help boost traffic and conversions.
  • Reactivation if needed. Ideally, your Google Grants agency will help keep your account in good standing. However, things happen, especially considering the program has pretty strict guidelines. If your account ever lapses or gets suspended, your agency will help reactivate it.

These are some of the most common services you'll need from a Google Grants agency.

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

It’s best not to leave it up to chance. A Google Grants agency knows what it takes to create winning campaigns that inspire users to click through to your website. And like we mentioned, the money you spend on hiring a professional will be well worth it compared to the $10,000 in marketing money you’ll receive every month.

These are the steps you should take to hire a Google Grants agency.

Getting Started With A Google Ad Grant Agency

At this point, you’re almost ready to kickstart your buying journey and explore different agencies. As you explore your options, bear in mind that you should walk through a few steps to make sure you find a Google Grants agency that you can fully depend on to make the most of this CSR opportunity.

For instance, you’ll want to:

  1. Find Google Ad Grants agencies that meet your criteria. For one, many nonprofits look specifically for partners that are certified by Google. However, there are other professional Google Grants agencies out there that might not meet guidelines for certified partner eligibility but may provide the right support for your needs. Look first and foremost for partners that offer services for the specific areas you need help with. For instance, if you want full transparency into your campaigns’ performance, double-check that your Google Ad Grant agency will provide comprehensive reports to your team. If you’re seeking help because your account’s been deactivated, make sure you find agencies that offer account reactivation services.
  2. Explore their website and offerings. An agency’s website is the first resource you can leverage to understand their approach and specializations. Read through their offerings thoroughly to make sure you agree with their approach. Oftentimes, an established agency might also include testimonials or case studies that display the work they’ve completed for their clients.
  3. Reach out to learn more about their approach to Google Ad Grant management. Before you decide to work with an agency, reach out to them to make sure they’re a good fit. This gives you the opportunity to ask any lingering questions and see if their team will mesh well with yours. Many agencies start with a complimentary audit of your account, so you can get a feel for what working with them will look like.

Finding the right Google Grants agency starts with these three steps.

By walking through these steps, you’ll be able to narrow down your options in no time. Remember, the right Google Ad Grants agency will act as an extension of your team and do everything it can to champion your cause. Even if they’re not certified by Google, that doesn’t mean they aren’t a trustworthy agency. Spending time to find a good fit up front will pay off in the long run as you’ll be able to fully rely on them to make the most of your grant money.

Here are our top Google Grants agency recommendations.

5 Recommended Google Ad Grants Agencies

To help simplify the extensive vetting process, we’ve put together a list of recommendations, so you can get an idea of which ones might be a good fit for your team. Each of these partners works with nonprofits to enhance their Google Ad Grants management and displays in-depth knowledge of the program’s requirements and opportunities. Use this list to narrow down your options and request their support as soon as you’re ready.

Getting Attention is our top recommended Google Ad Grant agency.

Getting Attention

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

Their core services include:

  • Google Ad Grant Application. If you haven’t already applied for the program, let Getting Attention’s experts handle your application for you. They’ll check your eligibility for the program and help walk you through every step necessary to get your account reviewed and accepted.
  • Account Hygiene. When it comes to Google Ad Grants management, data means everything. Backed by this Google Grants agency, you’ll never have to worry about outdated, duplicate, or otherwise unnecessary data sticking around.
  • Campaign Management. They’ll maintain up to 5 active campaigns per month, do ample keyword research, consistently monitor ad performance, and make adjustments as needed. Not to mention, they’ll stay on top of reporting and pinpoint the most useful opportunities and goals for your team.
  • Account Reactivation. Their team has extensive knowledge of the program’s compliance requirements. If your account is currently lapsed or ever gets suspended, they’ll get everything up to code, so you can continue amplifying your mission.
  • Landing page optimization. If your landing pages aren’t optimized to drive conversions, Getting Attention will completely redesign and relaunch them for you. After all, if your landing pages aren’t optimized, you’ll have a hard time inspiring supporters to get involved!

Getting Attention is the best Google Grants agency for all your Google Ad Grants management needs.

Getting Started With This Google Grants Agency

Getting Attention strives to be fully transparent with its clients, which is why they don’t charge any upfront fees and instead only charge a monthly fee of $499. Compared to the $10,000 in grant money they’ll secure for you, that’s a small price to pay for expert Google Ad Grants management.

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

Get a free consultation with Getting Attention!

DNL OmniMedia is a Google Grants agency that specializes in nonprofit technology.

2. DNL OmniMedia

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

Their Google Ad Grants services include:

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

DNL OmniMedia is another great Google Grants agency that will manage your account and set your Google Ad Grants management strategy.

Getting Started With This Google Grants Agency

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

Learn more about DNL OmniMedia!

Allegiance Group is a professional Google Ad Grant agency that helps nonprofits leverage technology.

3. Allegiance Group

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

Their core Google Ad services include:

  • Website content optimization. They’ll leverage data to evaluate your website’s existing content and teach you how to create valuable content that you can then amplify through your ad campaigns. The Allegiance team has plenty of experience with A/B testing, too, so they can pinpoint what elements drive users to complete your online forms that you want to promote as well.
  • Keyword research. This Google Grants agency will help you find the keywords that your supporters are searching online and develop campaigns that target those terms. Aside from your Google Ad campaigns, they’ll also monitor your organic traffic and rankings to help create a more holistic SEM strategy.
  • Reporting. Allegiance Group takes data seriously. With custom implementations of Google Analytics using Google Tag Manager, they deliver reports and real-time dashboards that display your marketing performance, like page views, entrances, and goal assists. That way, you can continuously refine your campaigns.

Allegiance Group is a trusted Google Grants agency for nonprofits.

Getting Started With This Google Grants Agency

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

Learn more about Allegiance Group!

RKD Digital is a Google Grants agency that helps nonprofits enhance their digital marketing strategies.

4. RKD Digital

RKD Digital is a certified Google Grants agency that empowers nonprofits to get the most out of their grant money. They understand that nonprofits often have trouble making the most of their free advertising money without professional help and aim to eliminate those obstacles for them. They were the first full-service direct-response company to be added to the Ad Grants Certified Professional Community, so you know you’re in good hands if you choose them to handle your Ad Grant needs.

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

  • Account Activation. Between filling out applications and securing validation tokens, RKD Digital will help you get your account up and running, so you can secure your free grant money.
  • Ad Creation. Their professional Google Ad Grants team will build high-level campaigns with ad groups and keywords. They’ll even write the ad copy for you.
  • Campaign Optimization. Once your campaigns go live, the work doesn’t stop there! Their Google Ad Grant agency will monitor your campaigns’ performance and make adjustments to boost conversions.

RKD Digital is a Google Grants agency that offers other digital marketing services, too.

Getting Started With This Google Grants Agency

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

Learn more about RKD Digital!

TrueSense Marketing is a Google Grants agency that helps nonprofits grow supporter relationships.

5. TrueSense Marketing

As a certified professional Google Ad Grant agency, TrueSense Marketing is a smart addition to your marketing efforts. They’re made up of a team of more than 200 professionals who have extensive search engine marketing (SEM) experience that can take your Google Ad Grants management to the next level. They’ll handle everything from application to ongoing maintenance, so you can focus on other aspects of your mission.

Their core services include:

  • Google Analytics. Their team will implement tracking to view how users interact with your site, so you can pinpoint and optimize your most important content.
  • Hands-On Management. TrueSense Marketing will actively manage your account to ensure it stays compliant, edit your campaigns to maximize ad performance, and collaborate closely with your team to highlight the most valuable opportunities for your nonprofit.
  • Comprehensive Campaigns. With help from this Google Grants agency, you won’t be confined to only donor-based ad campaigns. They’ll help you leverage your grant money to reach an entire community of prospective clients, volunteers, advocates, and other supporters.

TrueSense Marketing is a Google Grants agency with Google Ad Grants management and search engine marketing experience.

Getting Started With This Google Grants Agency

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

Learn more about TrueSense Marketing!

Continue learning about Google Ad Grants management with these additional resources.

Additional Google Ad Grant Resources

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

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

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

As the only agency fully dedicated to Google Ad Grants on our list, we highly recommend you check out Getting Attention. They offer everything you need to get your account activated and create optimized campaigns.

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

Get a free consultation with Getting Attention, the best Google Grants agency for nonprofits.

Phonathons: The Fundraiser's Ultimate Guide & Top Tips

Phonathons: The Fundraiser’s Ultimate Guide & 15+ Top Tips

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Raise more with matching gifts in your next phonathon.

Phonathons are a tried-and-true resource for all sorts of nonprofits and higher education institutions to engage donors and raise money effectively. While the benefits of a phonathon campaign are fairly straightforward, running a successful campaign is no easy task.

One thing that phonathons have historically struggled with has been identifying donors who may be eligible for a matching gift from their employer⁠—and pursuing those corporate matches to completion.

So how do you optimize matching gifts in your phonathons? Here at Double the Donation, 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.

To plan a successful phonathon campaign, be sure to:

  1. Focus on the larger mission.
  2. Create a standardized script.
  3. Practice with mock calls.
  4. Schedule calls when donors are home.
  5. Set nightly/weekly fundraising goals.
  6. Use phonathon management software.
  7. Train callers on matching gifts.
  8. Implement screening and segmentation.
  9. Include matching gifts in call scripts.
  10. Prepare for donor questions.
  11. Equip callers with matching gift resources.
  12. Follow up with match-eligible donors.
  13. Track and incentivize successful conversations.
  14. Keep an eye on trends in employer information.
  15. Integrate your fundraising and matching gift tools.
  16. Bonus! Fundraising advice from phonathon experts.

Here are the steps involved in a successful phonathon fundraiser.

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 funds brought in.

Are you ready to find out how to optimize your organization’s upcoming phonathon to raise more? Let’s dive in.

Focus your phonathon on your nonprofit's mission.

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.

Create a script for your phonathon.

2. Create a standardized script.

For many of your callers, this will be their first phonathon campaign. The idea of getting on the phone with alumni to ask for donations can be extremely intimidating.

Creating a detailed and interactive script can help ease the nerves of new callers and standardize your donor’s 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 deal with 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.

Practice for your upcoming phonathon.

3. Practice 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 is looking to complete their transaction.

This strategy will help you 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!

Schedule calls for your phonathon.

4. Schedule calls when donors are home.

One of the most common challenges for phonathon callers is simply reaching the donor 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 favorite times to do so:

  • Monday – Thursday, 6:00 PM – 9:00 PM. 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 (tip: cranky donors rarely give donations).
  • Sunday, 5:00 – 9:00 PM. 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.

Set goals for your phonathon.

5. Set nightly/weekly fundraising goals.

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 make the most of your tracking results. We suggest that you:

  • Identify any knowledge gaps and situations where additional training is needed.
  • Assign your most effective callers to your highest-value prospective donors.
  • Communicate the concrete donation impact of your callers’ fundraising goals.

Setting detailed objectives helps your organization keep track of how many donations you’re bringing in within a certain timeframe. You can even leverage some friendly competition between callers this way!

Use phonathon software.

6. 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.

Ensure proper phonathon caller training.

7. Train 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 both speak to and answer any questions a prospect may have regarding matching gifts.

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 be having those real-time conversations understand the what, why, and how of matching gifts.

Consider these four components of effective matching gift phonathon training:

  1. Materials: Document how callers should ask about matching gifts and the process by which they should share company rules, guidelines, and instructions.
  2. Speakers: Who at your organization is responsible for matching gifts? Invite him or her to speak with your callers.
  3. Practice: Have your callers pair up and do trial runs on a few matching gift companies. Provide feedback as needed.
  4. 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. 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.

Screen and segment your phonathon donors.

8. 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 1 person respond positively, or call 5 and have 3 people respond positively? By segmenting your contacts prior to reaching out, you’re ensuring that each call is a more valuable use of your team’s time and resources.

For matching-gift-related segmentation, you’ll be enacting a three-point process:

  • First, 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.
  • Second, append relevant information to your file. Append employer data and phone numbers to either your entire file or best prospects.
  • Third, 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, it can have a great impact on your call conversion rate.

Include matching gifts in your phonathon.

9. Include matching gifts in call scripts.

With over 18 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 be asking 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. Let them know about the potential.
  • 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 an employer name and then quickly research that specific company.
  • C: Come prepared. If a donor 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.

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:

  1. The caller introduces themself and the organization that’s fundraising.
  2. The caller asks the potential donor if they are willing to donate.
  3. The potential donor says yes/no.
  4. If the answer is no, the caller politely thanks the prospect for their time and ends the call.
  5. 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 your request process is standardized, you’re in a better position to evaluate and adjust according to the results.

Prepare for questions from phonathon donors.

10. Prepare for donor questions.

Some donors will be hesitant to give, especially if they’ve never contributed financially 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?

Making sure that everyone is on the same page with regard to these questions will help ensure that your callers can give supporters the most thorough and accurate information and best drive as many donations as possible.

Equip phonathon callers with resources.

11. Equip callers with matching gift resources.

Do your callers have the information they need to help donors? They obviously can’t be expected 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 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 this 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!

Follow up with phonathon donors.

12. Follow up with match-eligible donors.

If a donor has expressed interest in matching gifts on the phone, your organization has to follow up afterward to increase the likelihood of your turning 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
  • Thank you’s
  • End-of-year reminders

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 info and guided the 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!

Track and incentivize successful phonathon efforts.

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 tracking with 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 are in a great position to adjust your efforts as needed.

Note any trends in your phonathon fundraisers.

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?
  • In similar industries?
  • In specific locations?
  • Do those common companies your donors work for have strong matching gift programs?
  • 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!

Integrate your phonathon and matching gift tools.

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.

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 get set up with 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.

Bonus! Advice from phonathon experts

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.

Todd Smith is the founder of Wilson-Bennett's phonathon software company.

Rob Schlitts

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 that share similar traits and experiences.

A well-trained student caller will always be the engine of a successful phonathon.Rob Schlitts is the president of Wilson-Bennett's phonathon software company.

Many organizations take advantage of the fundraising opportunities phonathons provide. 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:

Raise more with matching gifts in your next phonathon.

3 Areas to Improve Your Peer-to-Peer Fundraising Results

3 Areas to Improve Your Peer-to-Peer Fundraising Results

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by Mark Becker, Founding Partner, Cathexis Partners

Peer-to-peer fundraising is big. According to a peer-to-peer fundraising study by NonProfit PRO and Frontstream, 43 percent of nonprofits engaged in peer-to-peer fundraising said that fundraising made up more than 50 percent of their revenue. And according to Peer-to-Peer Professional Forum’s Peer-to-Peer Fundraising Thirty, 2.2 million people took part in peer-to-peer fundraising programs in 2020.

Stats like these suggest that it’s worth investing more time in your peer-to-peer fundraising program.

So, let’s take a look at three areas where you can improve your peer-to-peer fundraising results:

1. Recruit more participants.

One key thing peer-to-peer fundraising requires to be successful is participants. Here are some ideas for recruiting more participants for your next peer-to-peer campaign or event:

  • Create powerful messages – To get your supporters excited about helping you raise funds, it’s important to have a compelling story. Make sure your messaging addresses key ideas, including:
    • What makes your organization unique
    • What impact you are having on your mission
    • How your peer-to-peer campaign or event is solving a problem
    • What the funds raised from your campaign or event will help your organization accomplish
    • How participants can help you reach your fundraising goals
  • Make your story easy to understand and share – Make sure the messaging for your peer-to-peer fundraising campaign is easy to:
    • Understand – It should be obvious why your organization has launched the peer-to-peer fundraising campaign.
    • Convey – Your message should be simple enough for your supporters to easily explain to others.
    • Share – Your peer-to-peer fundraising tools should make it easy for participants to share your message.
  • Analyze your data – Take time to gather, analyze and use data from your past peer-to-peer campaigns or events to uncover trends and find new opportunities to improve your recruiting efforts. For example, review funds raised based on your top fundraisers’ connection to your organization. Understanding more about them can help you target your recruitment efforts with greater precision.
  • Do a “soft” launch – Consider doing a soft launch of your campaign in which you have staff members, board members, and your most involved constituents register to begin fundraising ahead of the official launch. Then, when other people come across the campaign, they’ll see that it already has an interest.
  • Build targeted recruitment emails – Segment your audiences and tailor messages for each segment for greater impact. For example, create email audiences based on past participation and past team membership. By doing so, you can send targeted messages, such as an early announcement email to those who have participated in the past and follow-up messages encouraging past participants to sign up.
  • Reach beyond your list – Think about other communications channels that reach beyond your constituent list: social media, your website, signs at your organization’s events, public service announcements, local morning TV news shows. All of these channels can be used to announce your campaign and recruit participants.

2. Motivate your participants to raise more.

Getting participants to sign up to fundraise for your organization (and providing them with basic details, sample emails, and suggestions about how to raise funds from their family and friends) is just the beginning. Your ability to reach your fundraising goals depends heavily on your ability to engage with your peer-to-peer participants and keep them motivated to raise funds.

Some ideas:

  • Issue social media challenges. Create social media challenges to get participants more excited about your campaign and help them engage with potential donors. For example, at the beginning of the week, issue a challenge via your website, social media, and email. Challenges can be related to your organization’s mission, such as “the participant who posts the most pet-themed photos wins the challenge,” or generic, like “the participant with the most donor selfies wins.” Then, promote the winner the following week.
  • Send out a call for videos. Ask participants to create videos to help inspire other participants. For example, ask your top fundraisers to develop a short video about why they’re raising funds for your organization or what have been their most effective approaches for raising funds from friends and family.
  • Provide incentives. Those who sign up for your peer-to-peer event or campaign have already shown interest in raising funds for your organization. But a little extra incentive can help you keep up the fundraising momentum. For example, offer a t-shirt, an online gift card, or another gift for participants who reach specified fundraising milestones.

3. Consider your peer-to-peer fundraising software platform.

The software platform you use to manage your peer-to-peer campaigns and events and to provide participants with the tools they need to raise funds is critical to your fundraising success. Be sure to periodically re-evaluate your software platform to ensure it’s still meeting your needs.

Here are three signs that it might be time for a change:

  • Your peer-to-peer participants aren’t as happy as they should be. Here are some signals that your participants are finding the online experience for your peer-to-peer campaigns and events difficult to navigate:
    • Registration abandonment. If you see a high number of people abandoning the registration process, or if that number starts to go up, it might be a sign that you need software that supports an easier and more intuitive participant-facing online experience.
    • Support requests. If you find your staff is receiving an increasing number of support requests for your peer-to-peer campaigns and events, it’s a signal that your software might not be as easy for participants to use as it should be.
    • Survey responses. After each event or campaign, it’s a good idea to send participants a survey to capture their feedback. Be sure to ask questions about their online experience. They’ll let you know if the experience is clunky or outdated.
  • Staff productivity is decreasing. If your organization’s peer-to-peer fundraising team doesn’t seem to be working as efficiently as it seems like it should be, it might be time for new software. You might hear them say things like:
    • It’s difficult to run reports and get the information they need when they need it.
    • Making changes to the participant-facing design is difficult and/or they aren’t getting the results they expect after making changes.
    • It seems to take too long to set up and/or edit a new campaign.
  • Your organization’s strategy is evolving faster than your software. As your organization evolves, it’s not uncommon for technology that once met your needs to no longer work for you. Here are some things to watch for:
    • Your software will not integrate with your donor database/customer relationship management platform, email marketing platform, or other key software that your organization uses or plans to add soon.
    • Your organization’s strategy has expanded to include more social media, apps, SMS, matching gift tools, and other technologies, but your software does not support or integrate with those technologies.
    • Your organization has shifted money or resources toward other technologies, and you need a more cost-effective solution.

Whether you’re just getting started with peer-to-peer fundraising, or you’ve been at it for years, the approaches in this article can make a positive impact on your peer-to-peer fundraising campaigns and events.

If you need more ideas or an extra set of hands for your peer-to-peer fundraising events or campaigns, the Cathexis Partners team is ready to help. Contact Cathexis Partners today.

About Mark Becker and Cathexis Partners: Mark founded Cathexis Partners in 2008 to help nonprofit organizations get the most from their existing technology tools, implement new technology to address gaps, and find the best overall approach to using technology to support their missions. He previously served as director of IT consulting at a fundraising event production company focused on nonprofits. Cathexis Partners helps nonprofits use technology to raise funds and engage supporters more effectively.