A Deep Dive into Marketing Volunteer Time Off for Nonprofits

A Deep Dive into Marketing Volunteer Time Off for Nonprofits

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Paid Volunteer Time Off (VTO) programs continue to gain traction as companies boost their CSR while engaging employees in meaningful community activities. These initiatives not only reflect a company’s commitment to social impact but also empower organizations to make the most of their volunteer base. However, despite the growing prevalence of VTO, there’s a significant knowledge gap regarding workplace giving initiatives⁠—even among eligible supporters. And that’s where a well-thought-out plan for marketing volunteer time off to your audience will come in handy!

In this post, we’ll dive into the world of Volunteer Time Off for nonprofits and share key recommendations for effectively promoting VTO. Here’s what we’ll cover:

Read on to explore the transformative impact corporate volunteer initiatives like these can have on your organization, its mission, and your community as a whole.

Let’s get started!

What Is Volunteer Time Off?

Volunteer Time Off (also referred to as VTO, paid-release volunteer time, or employer-sponsored volunteerism) is a unique benefit that allows employees to spend their typical work hours volunteering with charitable causes without sacrificing their regular pay. This type of program supplies additional time off, above and beyond any existing vacation or sick leave, and is specifically designated for team members to participate in volunteer activities.

Marketing volunteer time off programs - example dashboard

VTO programs vary among companies in terms of eligibility criteria, time off granted, submission processes, and more. Some companies offer a set number of VTO hours per year, while others allow employees to use VTO on a flexible basis. The types of volunteer activities permitted can also range from community service projects to skills-based volunteerism and more.

Why Does Marketing Volunteer Time Off Matter?

As a form of corporate partnership, the purpose of Volunteer Time Off is multi-fold. First, the programs enable companies to demonstrate commitment to social responsibility and engage employees in meaningful ways. At the same time, employees are presented with a unique opportunity to give back to their communities and support their favorite causes (like yours⁠) without missing out on a day’s wages. This fulfills individuals’ desires to make a positive impact and fosters a sense of purpose in their work inside and outside the office.

For nonprofits, the availability of volunteer time off widens the prospective supporter pool, incentivizing individual involvement and significantly increasing engagement. This can be especially beneficial when it comes to sourcing supporters for those hard-to-fill weekday volunteer slots! However, many employees are unaware of the VTO programs offered by their employers, leading to a missed opportunity for companies and nonprofits alike.

That’s why marketing the programs is so essential, and why organizations like yours are taking increasingly proactive steps to drive awareness among their audiences. When done well, simply highlighting VTO opportunities in donor- and volunteer-facing materials will allow you to bridge the knowledge gap and unlock a new avenue for community involvement.

Don’t let volunteer grant opportunities slip by. Click here to get a demo of our software.

8 Top Strategies For Marketing Volunteer Time Off at Your Org

Crafting an effective Volunteer Time Off marketing plan is crucial for organizations seeking to boost volunteerism and engage supporters with corporate incentives. So, how, specifically, will you increase awareness of the programs among your audience to maximize participation? We recommend implementing the following strategies and best practices in your efforts.

1. Establish Volunteer Time Off metrics and KPIs to track.

When it comes to marketing just about anything⁠, including volunteer time off⁠ and other corporate giving programs, to your supporters, determining which KPIs⁠ (or Key Performance Indicators⁠) your team will track is an essential first step. Implementing the appropriate metrics in your promotional plan enables you to measure the effectiveness of VTO in relation to your mission and identify opportunities for improvement in your nonprofit’s strategy.

These metrics might include:

  • Volunteer participation rates (how many employees from partner organizations are participating)
  • Number of existing volunteers using VTO
  • Number of first-time volunteers using VTO
  • Total number of hours donated through VTO programs
  • Average number of VTO hours used by volunteers
  • Number of companies offering VTO for your volunteers
  • Volunteer retention rate among those using VTO
  • Tangible impact of projects supported by VTO
  • Digital engagement metrics (email clicks, social media likes, etc.) related to VTO efforts

By ensuring your organization tracks these indicators and more, you can supercharge your efforts with data-driven decisions, demonstrate the value of Volunteer Tie Off to stakeholders, and optimize volunteer engagement. And that will set you up for successful marketing as you begin promoting the opportunities to supporters.

2. Provide an overview of VTO basics on your nonprofit website.

One of the best ways to promote volunteer time off to your supporters is to share information about the programs on your nonprofit’s or school’s website. After all, your website is an invaluable resource for volunteers and donors looking to get further involved with your organization. It makes sense for VTO to be a featured opportunity!

If you already have a Volunteers’ page on your site, be sure to add a blurb about Volunteer Time Off there, along with instructions on how individuals can locate their company’s guidelines (or an embedded volunteer database for easy searching). You can also include information on your workplace giving or “Ways to Give” pages, or even dedicate a brand new page to all things VTO.

Regardless, a clear and concise overview can serve as an essential incentive for volunteer engagement. By making this information easily accessible on your site, you can educate visitors, encourage more individuals to take advantage of VTO, and reduce barriers to participation.

Your website is also a great place to promote volunteer grant opportunities! Many companies that provide volunteer time off programs also offer dedicated volunteer grants to the organizations their employees support, so it’s a good idea to highlight both opportunities, and how they work together, here. Here’s how the University of South Carolina promotes the programs:

How University of South Carolina demonstrates marketing volunteer time off

3. Share impact-focused volunteer time off content on social media.

Another way to spread the word about Volunteer Time Off programs is by sharing information from your organization’s social media profiles. For the best results, the content you publish should highlight the benefits of volunteerism on your cause and emphasize the convenience with which individuals can support your efforts.

Try scheduling a combination of informational content, mission impact stories, volunteer testimonials, statistics and research, participating companies, step-by-step instructions, and more. Across all your posts, keep in mind platform-specific best practices, such as those related to multimedia materials, hashtags, linking strategies, and other relevant considerations.

Here’s how one school’s Parent Teacher Association promoted volunteer time off on their Facebook page to fill weekday volunteer slots:

An example of marketing volunteer time off on Facebook

For a head start on your social media efforts, check out Double the Donation’s ready-built workplace giving marketing templates, available directly within the platform for users.

Remember: Social media is a powerful tool. Use it to show supporters how they can do even more to move your mission forward in tangible, hands-on ways. As a result, you can amplify your organization’s message, attract new supporters, and build a growing community around your cause.

4. Look at examples of other organizations’ VTO marketing efforts.

If your organization has yet to start promoting volunteer time off to your audience, it can be a bit overwhelming, especially if you’re unsure where to begin. Fortunately, studying successful examples from your peers and other organizations’ VTO marketing efforts can provide valuable insights and inspiration.

Take a look at the following examples from nonprofits sharing information about Volunteer Time Off programs with their supporters:

Example #1

This nonprofit shared photos from a recent Volunteer Time Off event with a corporate partner. This was a great way to shout out the partner, show appreciation for employees who got involved, and encourage others to do the same!

Example of marketing Volunteer Time Off

The post is paired with vibrant photos of volunteers engaging in farming and agricultural activities, making it visually appealing and tangible for readers. By focusing on real-life volunteer experiences, Farming with Friends demonstrates how engaging in such activities can be rewarding both for the individual and the community. The caption emphasizes how easy it is for employees to use their VTO to support meaningful causes, making it actionable for those considering getting involved.

Example #2

This second nonprofit kicks off its social post with real statistics about volunteer time off and encourages supporters to use their VTO with the organization. It demonstrates key benefits of VTO programs and informs potential volunteers about how they can get involved.

Example of marketing Volunteer Time Off

This campaign creatively taps into both education and action. By addressing the potential mental health benefits of VTO and encouraging employees to take time off to engage in meaningful, outdoor activities, they broaden the conversation about volunteerism and wellness. The nonprofit’s strategic use of eye-catching visuals, such as vibrant garden photos, combined with a clear and accessible call to action, makes the post both informative and inviting. The use of hashtags such as #VolunteerTimeOff and #CommunityStrong further encourages engagement and conversation around the topic.

Example #3

This nonprofit shared information about VTO as part of a “50 ways in 50 days” campaign, educating its followers about the prevalence of volunteer time off and how they can use their hours to support the organization.

The post also served as a call to action for other supporters to find out if their employers offer VTO and get involved. Using real images of employees volunteering helps put a personal touch on the post, making it relatable for potential volunteers. Displaying these real moments of teamwork and community engagement humanizes the nonprofit’s mission and inspires others to get involved.

Each example here provides an essential overview of the VTO opportunity, and analyzing their strategies can help identify best practices, innovative ideas, and common pitfalls to avoid. Try conducting a search on your favorite social platform (e.g., LinkedIn, Facebook, or even X) to see what other organizations are saying about Volunteer Time Off!

5. Mention VTO on your volunteer registration form.

In order to locate opportunities for supporters to take VTO while volunteering with your cause, you’ll first need access to their employment data. It should be a no-brainer that you’ll want to know where your volunteers work⁠. However, you shouldn’t overlook the VTO potential of your financial donors, either! Most organizations’ donors and volunteers overlap significantly, and volunteer incentives like VTO can help encourage even more donors to give their time.

So, how can you get the information if it’s not already available? One of the easiest ways is to request employment data directly within your volunteer registration forms, donation pages, and other relevant platforms. However, additional identification methods may include the usage of a matching gift company search tool, email domain screening, data appends service, and more.

6. Inform volunteers about VTO opportunities within onboarding.

Ensure that volunteers are familiar with the concept of volunteer time off from the start of their engagement to prevent available opportunities from going unclaimed. For this, we recommend incorporating VTO information directly within the onboarding or training processes.

Here are some ideas for effectively establishing volunteer time off within the onboarding experience:

  • Dedicated VTO Orientation: Include a section in your onboarding presentation or welcome materials that specifically covers VTO programs. Explain how the programs work, who is eligible, and how volunteers can access them. Highlight the benefits of using VTO during initial training or orientation, emphasizing how it supports employee volunteerism and aligns with your nonprofit’s mission.
  • Incorporate in Volunteer Handbook: Ensure that your volunteer handbook or digital resource includes a section on VTO details and the steps to access these opportunities, ensuring volunteers have easy access to the information at any time.
  • Promote Through Welcome Emails: Send a follow-up email after volunteers complete onboarding that includes information about VTO opportunities, making sure they know how to get started with the programs. Include a frequently asked questions section to address common queries and reduce barriers to participation.
  • Clear Instructions on How to Apply: Provide detailed instructions on how volunteers can submit their VTO requests, who to contact for approval, and any necessary documentation required to track hours or participation.

This approach helps set expectations, drives immediate engagement, and encourages volunteers to see if they qualify. Early education about VTO can also enhance volunteer retention and satisfaction by making it easy for eligible supporters to receive compensation while supporting your cause.

7. Send personalized follow-ups after volunteer registration.

Personalized follow-ups help build a stronger relationship between each volunteer and the nonprofits they support, thus increasing the likelihood of ongoing engagement and retention. As you begin implementing a plan for marketing volunteer time off for your cause, you don’t want to overlook the power of personalized communication.

Here’s how this can work:

Let’s say your organization gains a new volunteer who works for Warner Media, which you know offers a generous amount of VTO. After the individual registers for their first volunteer shift, you decide to send a tailored thank-you note. This note should demonstrate your appreciation of the individual’s upcoming support and remind them about their company’s volunteer incentives.

When the individual reads the message, they’re ultimately inspired to complete the request process for their employer to count their hours (or upcoming shifts) toward the Volunteer Time Off program.

If you have access to program guidelines or submission instructions (made available through Double the Donation’s database, for example), that information can help simplify the experience for your volunteer as well.

8. Encourage VTO-eligible supporters to organize group events.

Sometimes, the most effective way to promote volunteer time off is by leveraging word-of-mouth marketing. To demonstrate the value, let’s say a volunteer continues supporting your organization with their VTO. One of the best methods for attracting more VTO-eligible supporters is to empower existing volunteers to organize group events with their peers.

Here are a few ways you can do so:

  • Empower Volunteers as VTO Ambassadors: Approach engaged volunteers who have been actively using VTO and invite them to take on a leadership role within their workplace community. Position them as VTO ambassadors, giving them the responsibility and tools to organize group volunteer events within their workplace. Offer support by providing event planning resources, volunteer guides, and a point of contact to ensure smooth execution.
  • Host Company-Specific Volunteer Days: Work with VTO-eligible volunteers to create dedicated volunteer days that involve their entire company or department. These group events can take place during work hours, where employees use their VTO to contribute to your nonprofit’s cause together. Promote these events as team-building opportunities that not only allow giving back but also provide a fun and meaningful way to engage with colleagues.
  • Offer Incentives for Group Participation: Provide additional incentives for group participation, such as offering a small thank-you gift for the first 10 volunteers from a specific company who sign up for the event. This could be something as simple as a branded item or a recognition certificate for their corporate support.
  • Highlight Group Impact: Showcase the collective impact of these group volunteer events. Share success stories, photos, and testimonials from volunteers who participated, showing the tangible difference they made together. This not only serves as a thank-you but also acts as a visual and emotional motivator for others who may consider using their VTO hours in the future.

This community-driven approach not only drives the use of VTO but also fosters a deeper sense of purpose, teamwork, and belonging within the workplace. As a result, your nonprofit can tap into a larger pool of VTO-eligible supporters who are ready and eager to make a difference, without the burden of lost wages.

Bonus: Free Sample Volunteer Time Off Marketing Materials

Ready to jump into marketing volunteer time off to your audience, but not sure where to begin? Feel free to use these sample graphics as a starting point.

Sample #1: General VTO Overview

Sample graphic for marketing volunteer time off

Here’s what this example does well:

With an attention-grabbing header and concluding with a clickable CTA button, this sample focuses on driving action among volunteers. When users click the button to learn more, they should be directed to a VTO resource on your site. There, it should provide an overview of the opportunity in detail and instruct supporters on how to determine their eligibility for the programs.

Sample #2: Informational Infographic

Sample graphic for marketing volunteer time off

Here’s what this example does well:

An infographic can be an excellent way to share tons of important information in an engaging and visually appealing manner. This sample content highlights a few key insights from our Volunteer Time Off statistics page, offering a helpful snapshot of the opportunities available to nonprofits and their supporters.

Sample #3: Defining Volunteer Time Off

Sample graphic for marketing volunteer time off

Here’s what this example does well:

Your audience needs to have a solid understanding of VTO programs before they can effectively participate. Therefore, starting at the beginning with an easy-to-understand definition allows you to ensure all stakeholders are on the same page.

Sample #4: VTO Company Spotlight

VTO company spotlight example

Here’s what this example does well:

One of the best ways to ensure supporters understand the VTO opportunity is to highlight real examples of the programs. This sample marketing material excels by sharing specific guidelines and insights regarding the highlighted company’s programming. Additionally, it encourages the organization’s audience to self-identify as eligible for the specific program.

Wrapping Up & Next Steps: Start Growing VTO

Volunteer Time Off programs can drive significant social impact for nonprofits, their supporters, and the companies interested in giving back. As a result, the opportunity should not be overstated.

Start by encouraging your audience to tap into VTO and other workplace giving initiatives. From there, your team can harness the power of employee volunteerism to advance its mission more effectively than ever before.

Interested in supercharging your organization’s corporate engagement strategy? Check out these recommended resources for further reading:

Marketing volunteer time off is an excellent way to leverage corporate philanthropy.

The Power of Email Domain Screening For Matching Gifts blog post feature

The Power of Email Domain Screening For Matching Gifts

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Find out how email domain screening can bring your organization’s matching gift fundraising to new heights.

Matching gifts supply a powerful revenue source that allows nonprofits to amplify individual generosity by leveraging corporate philanthropy. These programs, through which corporations match employees’ donations to charitable causes, hold immense potential for bolstering fundraising and driving growth.

However, despite the widespread availability of matching gift programs, nonprofits often struggle to fully capitalize on this funding channel. Many supporters remain unaware of the opportunity, and identifying eligible donors on your own can be a time-consuming process.

Fortunately, there are a few ways organizations can uncover match-eligible gifts in their donor base with varying levels of ease. In this guide, we’re going to focus on one in particular: email domain screening.

Table of Contents

By reading this guide, you’re already on your way to identifying and collecting more matching gifts. Now, let’s dive in to explore the role that email domain screening can play in this endeavor.

What is Email Domain Screening?

As donors give online, they’re generally asked to provide an email address within an organization’s donation form. While some choose to share a personal email (think: addresses ending in gmail.com, yahoo.com, outlook.com, etc.), others opt to use their business emails (e.g., name@company.com) to make their gifts.

This can be a great way to uncover match-eligible gifts using an email domain screening process.

Sample donation form with email domain screening implemented

So, how does it work? When it comes to uncovering matching gifts, email domain screening involves an organization (or a dedicated software solution it enlists) checking for donations made using corporate email addresses. 

Domain screening streamlines the identification of eligible donors using information your supporters are already sharing. In the end, it simplifies the matching gift process for donors and maximizes the funds your organization collects through the programs.

The Email Domain Screening Process

The better your team understands the email domain screening process, the more equipped you’ll be to boost your organization’s matching gift revenue. Take a look at the following walkthrough to learn more about each stage involved.

  • Step #1: Data Collection

    As donors give online, the software collects their personal information, including email addresses and other contact information. The system also captures employment-related data, such as the donor’s employer name, if provided, and the associated email domain.

  • Step #2: Domain Extraction

    The software extracts the domain part of each donor’s email address. For example, if a donor makes a gift using the email john.doe@homedepot.com, the extracted domain would be homedepot.com. From there, the organization can establish that the individual (likely) works for the Home Depot, and update its records accordingly.

  • Step #3: Database Matching

    From there, transaction records for individuals who do provide corporate emails are scanned against known matching gift suppliers. This is generally done using a matching gift database (complete with guidelines and documentation for thousands of participating companies) or a list of top companies to uncover vital employment and eligibility insights.

    Then, donors whose email domains match with participating companies are identified as potentially eligible for matching gifts!

  • Step #4: Retrieval of Company Info

    For each eligible donor, the organization or software retrieves employer-specific matching gift information. These insights generally include minimum and maximum donation amounts, match ratios, submission deadlines, and direct links to online request forms based on the company extracted from the individual’s corporate email address.

  • Step #5: Personalized Donor Outreach

    Once matching gift information is retrieved, the organization or software solution generates targeted communications for eligible donors. (Hint: if you’re looking to save staff time, an automation tool is a must-have!)

    These communications should inform donors about their eligibility for matching gifts and provide guidance on how the recipient can initiate the matching gift process. Whenever possible, this should include instructions on how to submit a match, any relevant forms or links, and additional documentation required by the employer.

Email domain screening process

Supercharge matching gifts with email domain screening from Double the Donation.

How Email Domain Screening Uncovers More Matching Gifts

Email domain screening can significantly benefit an organization’s matching gift strategy. In fact, vetting donations made using a corporate email address can result in tons of new donors being flagged as matching gift eligible. All in all, that leads to more than a 1% increase in total revenue for nonprofits each year.

Let’s see what this means by the numbers for a few types of organizations:

  • Small nonprofits ⁠raising $100,000–$250,000 a year ⁠tend to see a return of $1,000 to $2,500 from email domain screening.
  • Medium nonprofits ⁠raising between $250,000 and $1 million a year ⁠⁠tend to see a return of $2,500 to $10,000 from email domain screening.
  • Large nonprofits ⁠raising over $1 million a year ⁠tend to see a return of $10,000 or more from email domain screening.

But the benefits don’t end there, either! In addition to direct financial returns, email domain screening also empowers fundraisers to…

  • Learn more about the supporters in their networks while building out increasingly well-rounded donor profiles
  • Encourage individual donors to take advantage of available corporate matching gift opportunities
  • Implement tailored communications using employment insights gathered from corporate email addresses
  • Maximize fundraising performance by streamlining the matching gift identification process
  • Allocate resources more efficiently, freeing up staff time to focus on other valuable fundraising and mission-relevant activities
  • Identify some of their most valuable corporate partners with which they share key audiences

Email domain screening helps identify matching gifts

The best part is that, with the right matching gift software, conducting an email domain screening requires little to no added effort from a nonprofit’s fundraising team. By enlisting this strategy to uncover more match-eligible gifts, organizations like yours can amplify their impact and achieve their goals more effectively than ever before.

Other Ways to Identify Matching Gift Opportunities

So far, we’ve talked a lot about email domain screening in this guide⁠. And while it’s a sound strategy for organizations looking to give their matching gift efforts a boost, it’s certainly not the only way to determine donors’ eligibility.

On average, nonprofits report that between 5% and 7% of donors use corporate email domains when completing their initial gifts. So, what can you do to supplement domain screening and engage with the remaining portion of your supporter base?

Let’s quickly walk through some other leading ways nonprofits can uncover matching gifts from within their networks. Keep in mind that the more screening mechanisms you enlist, the greater the likelihood that you’ll capture every opportunity without letting matches fall astray.

Enlisting multiple identification methods allows fundraisers to identify up to 30% more match-eligible donors.

Source: https://doublethedonation.com/matching-gift-statistics/

The benefits of using email domain screening along with other identification methods

1. Embed a company search tool on your donation form.

Make it as easy as possible for donors to provide employment information directly as they give⁠—even if they opt not to use a corporate email address. When an individual makes a contribution through your online donation form, ensure they encounter a field where they can input the name of the company they work for. Even better would be an auto-completing search tool, such as the one powered by Double the Donation!

In addition to email domain screening, a company search tool can help identify matching gifts

(P.S. Our company database search tool integrates with nearly all leading donation platforms and CRMs, making it a seamless opportunity to connect the solutions.)

DIVE INTO THE MOST COMPREHENSIVE MATCHING GIFT DATABASE

2. Add a matching gift widget to your confirmation screen.

After donors complete their gifts, they’ll generally be directed to a confirmation page on your site. Here, they should be thanked for their gift and provided with recommended next steps. And when you incorporate a matching gift tool on your confirmation screen, donors will have yet another chance to supply employment data.

Such a widget allows each donor to quickly search for their employer’s matching gift program by typing in the business name. If a program from their employing company is found, the individual can be marked as match-eligible in real time and encouraged to complete a matching gift request on your behalf.

Besides email domain screening, your confirmation page is another great place to identify matching gifts

FIND OUT HOW YOU CAN IMPLEMENT MATCHING GIFTS IN THE DONATION PROCESS

3. Enlist email follow-up outreach.

Following a donor’s contribution, send a personalized follow-up email thanking them for their support and inviting them to provide their employment information if they haven’t already.

This email should also supply instructions on how donors can uncover their own eligibility⁠—such as by reaching out to their company’s HR department or CSR team.

After email domain screening, follow up with a tailored matching gift reminder

EXPLORE TIPS AND TRICKS FOR MARKETING MATCHING GIFTS IN EMAIL COMMUNICATIONS

4. Consider an employer append service.

Regardless of the methods you use to collect employment information and identify match-eligible gifts, you’re going to have some gaps in your donor records. And that’s where a data enhancement service⁠—specifically an employer append⁠—can come in handy.

All you need to do is partner with a data appends provider and supply the company with the information you have in your existing records. From there, the appending company conducts a variety of enrichment processes to augment each profile with fresh insights gleaned from a wide array of data sources⁠—including employment information and matching gift eligibility.

Besides email domain screening, a data append is another great way to identify matching gifts

SEE HOW YOU CAN APPEND EMPLOYER DATA TO YOUR DONOR RECORDS

5. Conduct a bulk matching gift screening.

If you already have accurate and up-to-date employment information for your donors, there’s another type of data enhancement service you can consider. That’s a bulk matching gift screening, where you provide an appends provider with your donors’ names, the companies they work for, and other data insights. Then, the appending company screens your donor profiles against its database of matching gift information and indicates each individual’s likely matching gift eligibility.

Besides email domain screening, a bulk match screening is another great way to identify matching gifts

LEARN MORE ABOUT OUR BULK MATCHING GIFT SCREENING SERVICES

Wrapping Up

Email domain screening offers nonprofits an invaluable opportunity to uncover more matching gifts and transform their fundraising endeavors. By utilizing this technology, organizations like yours can tap into the vast pool of matching gift opportunities provided by corporate employers.

In doing so, you’ll reap benefits like streamlined identification practices (driving operational efficiency), heightened donor engagement, and increased revenue for your mission.

Interested in learning more about matching gifts and other fundraising strategies? Check out these recommended resources:

Take email domain screening and other match efforts to new heights with Double the Donation.

Two nonprofit employees working with data next to the title of the article, Nonprofit Data Collection: How to Gather The Right Insights

Nonprofit Data Collection: How to Gather The Right Insights

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From local communities to global movements, effective nonprofit data collection is a silent hero. Collecting nonprofit data involves systematically gathering, analyzing, and using information to track performance, enhance decision-making, and amplify impact. It’s not just about numbers; it’s about understanding your organization’s needs, measuring progress, and strategizing to meet local and global challenges.

Collecting the right data helps organizations like yours understand what works so you can do more good in the world. That way, you can use your resources more efficiently to reach the right supporters and beneficiaries.

In this ultimate guide, we’ll share how nonprofits can collect data effectively and explain how that data can serve as the fuel for transformative action. Here’s what we’ll cover:

With the right insights, your nonprofit can make a greater impact on the world, whether you’re focused on improving your corporate partnerships, marketing segmentation, finance management, or programs. Let’s dive in!

How Do Nonprofits Collect Data?

Nonprofits can collect data through various methods, depending on their goals, resources, and the nature of the data they need. Here are some common methods and types of data collection software for nonprofits:

Common ways nonprofits collect data, including types of software

  • Forms: Your nonprofit can use donation forms, volunteer applications, event registrations, and intake forms to gather supporter and beneficiary information. Each form is designed to collect data about different types of recipients. For example, donation forms collect donor data like contact information, donation amount, payment information, employer information for matching purposes, and gift designations.
  • Surveys and Questionnaires: Nonprofits can use surveys to gather feedback from beneficiaries, donors, and the general public. These questionnaires can be distributed online, via email, social media, or in person.
  • Marketing Platforms: Nonprofits can view metrics within their digital marketing platforms to understand audience behaviors and tailor messaging. For example, Google Analytics provides information about website visitors, including how much time they spend on specific pages, what content they engage with, and what channels drive them to the site. Meanwhile, email marketing tools provide insights on open rates, click-through rates, and conversions which explain which content and calls to action resonate.
  • Financial Management Software: Specialized software helps manage and report on financial data like revenue and expenses, ensuring compliance with accounting standards and regulatory requirements.
  • CRM Systems: Customer Relationship Management (CRM) systems like Salesforce for Nonprofits, Bloomerang, and Blackbaud store all interactions with supporters and corporate partners, including communications, contact information, contributions, and feedback.

How you collect data depends on which metrics you want to focus on to ensure long-term sustainability and increase impact. Decide on which data will best support your organization and put systems in place to gather it.

Qualitative vs. Quantitative Nonprofit Data

There are two categories of nonprofit data you can collect:

  • Quantitative data refers to information that can be quantified, meaning it can be measured and expressed numerically. Examples include the number of volunteers who participated in an event, the amount of money raised from a fundraiser, the number of website visits, and the number of acquired donors in a certain time frame.
  • Qualitative data is descriptive data that cannot be assigned a numerical value. This includes information like donor names, anecdotal survey responses, and preferred contact methods.

By leveraging both types of data, nonprofits can gain a more comprehensive understanding of their impact, tailor their services more effectively, and better communicate their successes and challenges to stakeholders.

The Importance of Efficient Nonprofit Data Collection

Nonprofits are expected to compete for time, attention, and money with companies and peer organizations. In fact, the average person sees roughly 5,000 ads per day. Standing out requires speaking to the right people at the right time with the right message. Nonprofit data makes that possible!

Here’s a rundown of the most important benefits of nonprofit data:

  • Measure impact and see which programs are working
  • Better understand how to effectively allocate resources (e.g., time, money, and personnel)
  • Make informed decisions, such as planning new programs based on community needs assessments
  • Demonstrate accountability by sharing how funds are being used
  • Deliver timely appeals based on past engagement data to inspire action, raise funds, and cultivate relationships
  • Send powerful messages at the optimal time by segmenting communications based on interests and preferred communication channels
  • Communicate program impact and challenges to stakeholders

For an example of nonprofit data in action, imagine an organization dedicated to providing clean water across continents. By collecting data on water quality, community health, and usage patterns, the nonprofit can tailor its initiatives to each region’s specific needs, ensuring that resources are used efficiently and that the solutions are sustainable.

By processing and analyzing data, nonprofits can create targeted interventions, monitor outcomes, and adapt strategies—activities that are crucial in a world where resources are limited and stakes are high.

Key Types of Nonprofit Data to Collect

There are endless types of nonprofit data you can collect, but some are much more helpful than others. For example, you don’t need to know which elements a user hovered over but didn’t click on your website. Unless this metric directly tied to improving user experience, collecting this nonprofit data will only bog down your software.

Let’s explore six types of nonprofit data you should collect.

Key types of nonprofit data to collect, explained below

Supporter Data

Data can tell you a lot about your donors, volunteers, and corporate sponsors. The more you know about your supporters, the better you can tailor your appeals to resonate with them.

Some of the most helpful supporter data to collect includes the following:

  • Full name, including preferred name and title
  • Geographic location to send relevant appeals, such as nearby events
  • Date of birth so you can segment communications based on age and reach out on supporters’ birthdays
  • Contact information, including email addresses, phone numbers, and postal mailing addresses
  • Employment details to locate corporate giving opportunities and estimate giving potential
  • Education, including areas of study to reveal causes they’re likely to support
  • Giving history such as donation amounts, frequency, gift designations, attended events, and volunteer involvement
  • Hobbies and interests to understand what opportunities inspire donors
  • Charitable involvement with other organizations, such as board service or donations

Here’s a sample donor profile to give you an idea of what this data might look like:

A sample donor profile with nonprofit data like the individual's full name, education, employment details, and charitable involvement

Sufficient nonprofit data collection practices will enable you to easily segment your supporters into groups to improve your outreach. The good news is that if some of this information is missing or outdated, data appending services can fill it in. We’ll explore this type of nonprofit data collection service later.

Enhance the donor journey with matching gifts by leveraging nonprofit data. Download our guide.

Marketing Data

You know who your supporters are, but do you know how to communicate with them? Collecting marketing data will help you understand what messages resonate and encourage your audience to get involved.

Key marketing data to collect includes:

  • Website traffic: Pay attention to how many people visit your site, how they get there, what pages they visit, and how long they stay. This information will help you optimize the user experience and set your website up to convert.
  • Social media engagement: Impressions, likes, shares, and comments tell you whether your social media posts are reaching your audience and encouraging engagement.
  • Email open and click rates: Are your subscribers opening your emails and clicking through to your site? These metrics let you know how effective your email marketing is. If your open rates are low, experiment with your subject lines and send emails under a real person’s name, like your fundraising director.
  • Advertising data: If your nonprofit advertises, look at keyword volume and competition. Getting Attention recommends choosing keywords with high search volume and low competition. For your ads themselves, nonprofit data like impressions, ad conversions, click-through rate (CTR), and cost per click (CPC) tell you how well your ads are performing and how much they’re costing you.

To collect this nonprofit data, audit your past marketing efforts and review what information your marketing software automatically collects. In turn, you can learn which platforms and messages drive supporter engagement to set future outreach up for success.

Campaign Data

Collecting campaign data will help evaluate your nonprofit’s effectiveness and better plan campaigns in the future. Important nonprofit campaign data to collect includes:

  • Donor and volunteer retention rates: Track how many donors or volunteers continue engaging with your organization over time. A donor or volunteer is considered “lapsed” if they haven’t given or volunteered within the past 12 months, but the length of time is up to your organization. High retention rates often indicate strong relationships and effective engagement strategies. Compare your nonprofit data with industry data to gauge success. For instance, Fundraising Report Card’s donor research indicates that the average donor retention rate is approximately 35%.
  • Event attendance: Measuring attendance at events helps your nonprofit gauge interest and engagement levels and assess the effectiveness of promotion strategies.
  • Campaign conversions: Monitor data on how many people took the desired action as a result of a campaign, such as donating, signing up to volunteer, or registering for an event. Also, pay attention to how many people your campaign converts into first-time supporters vs. recurring supporters.
  • Fundraising totals: Track the total funds raised per campaign to assess financial success and allocate your budget to future campaigns.

By systematically collecting campaign data, you can continuously improve your campaigns and invest in the most successful campaigns.

Financial Data

Nonprofits often operate on tight budgets, so keep a close eye on your finances by tracking:

  • Expenses: Monitor costs associated with delivering programs and running fundraising campaigns. Also, use your financial data collection software to monitor operational and capital costs like salaries, rent, utilities, major equipment, and buildings.
  • Revenue: Track your income via donations, grants, event fees, product sales, membership sales, and other revenue sources.
  • Cash-on-hand: This is the total amount of accessible money at any given time from checking accounts or on-premise cash reserves that aren’t reserved or invested. This data indicates how long your nonprofit can survive without donations or funding.

Tracking this information will ensure your nonprofit’s financial health, help meet regulatory requirements, make informed management decisions, and maintain the trust of donors, volunteers, and other key stakeholders.

Corporate Partnership Data

Strong corporate partnerships help expand your nonprofit’s initiatives. Considering these relationships need to be mutually beneficial, you should track data related to your partnerships, such as:

  • Key contacts: Track the names, positions, and contact details of the primary contacts at the company.
  • Agreement terms and duration: Monitor the specific terms of the partnership agreements like the objectives and responsibilities of each party so you can fulfill all obligations. Also, know the start and end dates of the agreement.
  • Renewal conditions: Ensure you know the criteria your nonprofit must meet to have the partnership renewed at the end of the contract’s term.
  • Financial contributions: Track donation amounts, dates, and in-kind contributions such as goods, services, or expertise provided by the partner.
  • Employee engagement: Monitor corporate employees’ involvement in your nonprofit’s activities, including volunteer hours, participation in events, or matching donations.
  • Impact metrics: Collect and share quantitative and qualitative data demonstrating the impact of the partnership on your nonprofit’s goals.

By collecting the right nonprofit data for your partnerships, you can maximize companies’ impact and demonstrate the value of these partnerships to your corporate sponsors. This data-driven approach not only helps maintain current partnerships but also attracts new corporate sponsors by showcasing the tangible benefits of collaborating.

Data From External Studies

Your nonprofit can better understand the market and improve its programs by leveraging data from external studies. Consider collecting data from the following sources:

  • Public records: Collect demographic, economic, health, and educational statistics from public records to tailor services and understand the needs of your community. For example, a childhood education organization might collect demographic data from the U.S. Census Bureau to identify low-income areas with limited educational resources.
  • Privately funded surveys: Incorporate data from market surveys, impact assessments, and stakeholder surveys to inform marketing strategies, evaluate program effectiveness, and gather feedback from key constituents.
  • Research publications: Use academic research, industry reports, and policy analysis to gain evidence-based insights, understand industry trends, and navigate the regulatory landscape effectively. For instance, a health-focused nonprofit can use academic research from a university study that identifies effective strategies for reducing diabetes.
  • Sector benchmarks: Use benchmarks to evaluate your organization’s performance related to peers. For instance, an animal welfare nonprofit might review annual benchmarking reports from a national animal protection agency to compare their animal adoption rates, recovery rates from medical treatment, and rehoming success with similar organizations.

Collecting data from external sources can cut down on the amount you spend conducting research. Just make sure you entrust reliable sources.

Tips to Improve Your Nonprofit Data Collection

Building an efficient nonprofit data collection strategy can be a large undertaking, but it will ultimately drive greater success for your organization. Here are some industry best practices to collect data ethically and efficiently.

Use Software That Integrates.

Chances are, your nonprofit uses software to run fundraisers, collect donations, manage volunteers, hold events, and oversee every aspect of your organization. In terms of nonprofit data collection, choosing systems that integrate can reduce the time and effort required to manage data across different platforms.

Integrated software ensures that nonprofit data is consistent and accurate, which minimizes errors that occur when manually transferring information between systems. Plus, it enables real-time data updates, giving all team members access to the latest information to make decisions.

For example, our matching gift software integrates with 100+ leading nonprofit software platforms, including fundraising tools, workplace giving platforms, CRMs, and more. That helps minimize nonprofit data inconsistencies from manual data entry, guaranteeing that donor information and matching gift opportunities are current and accurate across all systems.

Use Ethical Nonprofit Data Collection Practices.

When it comes to nonprofit data collection, you should always respect the rights and privacy of your supporters. Here’s how you can accomplish that:

  • Obtain explicit consent from individuals before collecting their data. This involves explaining why their data is being collected and how it will be used.
  • Leverage secure databases and software that enable encryption.
  • Collect only necessary data and avoid gathering irrelevant sensitive information.
  • Give participants the right to access their own data, request corrections to inaccurate data, and opt out of your nonprofit data collection processes.
  • Follow nonprofit regulations regarding data protection and privacy.
  • Require employees to enable two-factor authentication, use a secure password management system, and routinely update passwords for your nonprofit’s software.
  • Only give certain employees access to sensitive data.

Collecting data ethically will not only help you comply with legal standards, but it will also build trust among your supporters. Pay attention to standards and best practices specific to your industry. For example, nonprofits that handle protected health information (PHI) in the United States must adhere to the Health Insurance Portability and Accountability Act (HIPAA).

Routinely Clean Your Data.

As part of managing your nonprofit data, you’ll want to keep it clean. “Clean” data refers to data that’s not excessive, erroneous, inaccurate, outdated, mislabeled, or duplicated. The cleansing process helps maintain data hygiene and should be performed regularly, such as annually or bi-annually.

Some data collection software for nonprofits offers features like deduplication to make this process a breeze. Plus, data enhancement is always an option for updating or filling in missing information.

Imagine a nonprofit that continues to use community demographic data from ten years ago to design its youth education programs. Because the demographic profile (such as age distribution, income levels, and educational attainment) of the community can significantly change over the decade, relying on this outdated information could lead the nonprofit to offer programs that are no longer relevant or effective for the community’s current needs.

Next Steps for Your Nonprofit Data Collection

Ultimately, your nonprofit’s strength lies in its ability to make informed decisions that drive its mission forward. Effective data collection is the foundation of this strength, providing the insights needed to optimize resources, engage stakeholders, and measure the true impact of your work. As the sector continues to evolve, the organizations that prioritize data-driven decision-making will be the ones leading the charge toward a brighter future.

While you refine your nonprofit data collection processes, explore these resources to learn more:

 

Key Volunteer Time Off Statistics to Grow Your Volunteerism

Key Volunteer Time Off Statistics to Grow Your Volunteerism

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Volunteer time off statistics indicate that, as corporate social responsibility continues to gain traction in the business landscape, companies are increasingly offering paid release time for employees to participate in volunteer activities.

For nonprofits and schools, that means extended volunteer pools and enhanced engagement opportunities. Thus, understanding the availability and impact of paid volunteer time on your mission is crucial for leveraging the resources effectively. To do so, we’ve compiled the following insights:

Ready to dive in? Browse the VTO statistics below to begin growing your knowledge on the topic. ↴

Getting Started: Essential Volunteer Time Off Statistics

Volunteer time off statistics - general

  • 65% of companies offer some sort of paid-release-time volunteer programs for their employees.
  • Companies with paid volunteer time off programs offer an average of 20 VTO hours per team member annually (equalling about 2.5 days each year).
  • VTO is the most desired philanthropic offering a company can offer for its employees.
  • 49% of individuals state work commitments are their biggest obstacle to volunteering.
  • Conversely, only 30% of volunteers cite one of their reasons for volunteering as having had the time to do so.
  • Nonwage benefits, including workplace giving opportunities like VTO, constitute 31.1% of private sector workers’ total compensation value.
  • Employees feel their corporate volunteer activities are most fulfilling when their input about the causes they support is taken into account.
  • As of 2024, the value of a single volunteer hour (according to the benefit it produces for an organization) is estimated to be $29.95.
  • An estimated 63 million Americans volunteer 7.7 billion hours each year, which is valued at ~$175 billion annually.

Key Takeaway

The popularity and growing prevalence of paid volunteer time off can go a long way for organizations looking to re-engage with dedicated supporters. The programs alleviate primary obstacles such as work commitments for potential volunteers, thereby extending the pool of interested individuals and tapping into a meaningful source of no-cost labor.

Bring supporter engagement and funding to new heights with volunteer grants - get the guide.

The Widespread Benefits of Volunteer Time Off Programs

Volunteer time off statistics - program benefits

  • Offering VTO increases a company’s employee engagement and productivity levels by 7.5% and 13%, respectively.
  • 67% of survey respondents say that having paid time off work to participate in volunteer activities would make for a positive employee volunteer experience.
  • Meanwhile, 62% of individuals report that the ability to volunteer during business hours would be the top factor for a positive experience.
  • 70% of individuals who participate in corporate volunteer programs believe that doing so boosts workplace morale more than company mixers or other bonding events.
  • Employees who participate in their companies’ volunteerism programs are 52% less likely to turnover, thus reducing costs for recruitment and training.
  • Employees who engage in corporate giving programs tend to have 75% longer tenure within their companies.
  • 93% of respondents felt better and less stressed after 12 months of volunteering, which means less burnout, fewer instances of absenteeism, and far greater productivity for participating companies.
  • 83% of executives believe VTO can help employees be purpose-driven.
  • 76% of people say they developed core work skills through volunteering opportunities.
  • Employees see 5x higher engagement rates at companies with employee volunteer programs.
  • 89% of Americans believe companies that sponsor volunteer activities offer a better overall workplace environment than those that don’t.
  • 77% of nonprofit professionals report that having qualified volunteers on staff might improve their organization’s practices.

Key Takeaway

Volunteer time off, or VTO, can have a transformative impact on charitable organizations. And that’s in addition to the value received by other program stakeholders like companies and their employees. Access to qualified volunteers through corporate engagement programs (particularly those with unique skills and expertise) presents a powerful opportunity for nonprofits like yours to improve operations and further their missions effectively.

 

Growing VTO Opportunities Over Time: Key Trends & Patterns

Volunteer time off statistics - trends and patterns

  • An additional 21% of companies plan to implement VTO programs by the end of 2024.
  • Formal volunteerism has declined since 2006, with leading causes including a lack of time and flexibility by supporters.
  • 61% of survey respondents reported that participation in employee volunteer activities increased in 2023.
  • Professional services, information technology, and financial services companies are the most likely to offer paid VTO programs.
  • The average corporate volunteer participation rate is 33%.
  • The participation rate at top-quartile corporate volunteer programs is 66%.
  • 25% of survey respondents experienced an increase in their employee engagement budgets in 2023.
  • 51% of workers expect their employers to allocate work time and resources for their employees to volunteer for social causes.
  • Leading volunteer activities include fundraising (36%), food collection or distribution (34.2%), making or distributing clothing, crafts, or other goods (26.5%), and mentoring youth (26.2%).

Key Takeaway

Staying abreast of trends in corporate volunteerism and other philanthropic initiatives is paramount for nonprofit staff. Why? Understanding the ongoing patterns and progression of the programs enables organizations to adapt their strategies and outreach efforts effectively. This ensures they can capitalize on emerging opportunities for collaboration and support with the greatest results!

Overall, keeping up to date empowers nonprofits to better navigate the dynamic landscape of social impact, fostering greater resilience, adaptability, and success in achieving organizational goals.

See if your supporters work for top VTO companies with an employer append.

Fun Facts on Other Corporate Giving & Volunteerism Programs

Volunteer time off and other corporate giving statistics

  • Companies donate an average of $21 billion to nonprofits, schools, and other fundraising organizations each year.
  • 40% of Fortune 500 companies offer volunteer grant programs.
  • 80% of companies with volunteer grant programs provide between $8 and $15 per hour to the organizations to which their employees devote their time.
  • 79% of people who volunteer with a nonprofit also contribute financially to the organization, with 84% being more likely to give if a donation match is available.
  • Over 26 million individuals work for companies with matching gift programs.
  • An estimated $2 to $3 billion is donated through employee matching gift programs each year, with an additional $4 – $7 billion going unclaimed.
  • Leveraging a matching gift automation tool increases matching gift revenue for nonprofits by an average of 20% to 60% each year.
  • Double the Donation Volunteering database contains program information on thousands of companies with volunteer grant programs, paid volunteer time off, and more.

Key Takeaway

VTO programs aren’t the only way your organization can benefit from corporate and workplace giving! From matching employee gifts to generous community grants, these initiatives represent a vital source of funding for nonprofits and schools alike. Take some time to research the giving programs made available by your supporters’ companies and see how your organization can reap the rewards.

Powering Engagement With These Volunteer Time Off Statistics

Volunteer Time Off programs hold immense potential for nonprofits like yours. As evidenced by the VTO statistics presented above, these initiatives seek to deepen engagement and incentivize supporter involvement in your cause.

When volunteers know they won’t miss out on a day’s wages to support your organization, they’ll be more inclined to play a role. As a result, VTO not only enhances employee morale for your corporate partners but also fuels meaningful philanthropy. And your nonprofit can benefit!

By leveraging these insights, pursuing available opportunities, and addressing the challenges highlighted, organizations can empower volunteers to use their time off to create lasting change. Even better, Double the Donation Volunteering can help!

Interested in diving deeper into volunteer time off and other workplace giving incentives? Check out these additional resources to learn more:

Get inspired by VTO statistics and drive corporate giving with Double the Donation.

Sources

Matching Gift Requests - Deadlines, Forms & Auto-Submission

Matching Gift Requests | Deadlines, Forms & Auto-Submission

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You likely have a number of matchable donations in your CRM at any given time. If you’re looking to revamp your strategy, you might wonder if gifts made last week, month, or quarter remain eligible for the giving programs. Fear not—many contributions from the past year (give or take) should still qualify for company matching. Now, you’re just waiting for your donors to complete their matching gift requests!

The problem is that many donors remain unaware of the matching gift opportunity entirely. When an individual has no idea their employer matches, they won’t take the necessary steps to request associated funding and secure additional revenue for your nonprofit.

That’s why educating your team and your donors about the importance of matching gift requests is essential. And we’ve provided this expert guide to help you do so!

In this blog post, we’ll cover the following key topics:

Let’s get started!

DTD_Matching Gifts CTA

What Are Matching Gift Requests?

A matching gift request is a submission made by a donor to their employer as part of the company’s matching gift program. The request aims to secure a corporate match for the individual’s donation to a nonprofit cause⁠, making it an essential part of the matching gift process.

The Matching Gift Fundraising Process

  1. A donor contributes to a nonprofit.
  2. The donor determines if their gift qualifies for an employer match.
  3. The donor completes a matching gift request from their employer.
  4. The employer reviews the matching gift request and verifies the initial donation with the organization.
  5. The employer approves the matching gift request and disburses match funding to the organization.

Though the request itself can vary from one company to the next, these forms generally source information on the employee, the recipient organization, and transaction details.

How Do Donors Complete Matching Gift Requests?

The actual task of submitting a matching gift request is going to fall on each individual donor. However, it helps to ensure your fundraising team is familiar with the process and prepared to assist donors in completing it.

Here’s how it generally works:

Step 1: A donor receives a link to their matching gift form.

After a donor contributes to a nonprofit, the organization should take proactive steps to encourage the individual to complete the matching gift request process. This might mean promoting matching gifts from the confirmation screen or in a separate email follow-up (as pictured below).

For the best results, the reminder should include an acknowledgment of the donor’s initial donation along with a direct link to their company forms.

How donors complete their matching gift requests
How donors complete their matching gift requests

Step 2: The donor logs into their company’s giving portal.

After the donor receives a link to their employer’s matching gift form, they should navigate to the company’s giving portal or corporate philanthropy platform. This site will generally house a range of corporate giving information, including the forms required for employees to complete their matching gift requests.

Once on the page, they’ll log in using credentials provided by their employer. Most online portals have contact information for the company’s program administrator, should a donor have difficulty accessing the platform on their own.

How donors complete their matching gift requests

Step 3: The donor initiates a matching gift request.

Within the company’s giving portal (or externally, for companies that don’t use them), a donor should locate the option to initiate a matching gift request.

This may be presented as a specific form or an online application within the portal.

How donors complete their matching gift requests

Step 4: The donor provides donation details on the online form.

The donor should now follow the instructions provided by the portal to complete their matching gift request form properly. They should expect to supply information about…

  • Themselves (i.e., employee ID number, corporate email address)
  • The organization they supported (there will typically be some kind of search field or dropdown menu from which to choose)
  • Their recent transaction details (gift format, amount, date, etc.)
How donors complete their matching gift requests

Once approved, the company makes its own donation to the nonprofit, effectively doubling (or, in some cases, tripling) the impact of the original gift.

What to Know About Matching Gift Request Deadlines ⌛

Matching gift requests are not generally required to be submitted immediately following the initial giving transaction. However, nearly all companies establish some sort of deadline by which employee matching gift requests must be completed.

The dates themselves vary, generally coinciding with the calendar year (e.g., December of the year in which the donation was made; the end of the calendar year plus a grace period into the following one) or a set amount of time post-donation. 

Top tip: Encouraging timely submissions from donors is integral to an optimized strategy. The more time passes after an individual’s donation, the less likely they are to complete the match. Not to mention, the sooner your nonprofit receives the extra funds, the sooner it can put those funds to good use.


See How Matching Gift Automation Can Help

Get a sneak peek of the industry-leading matching gift automation solution from Double the Donation.



Benefits of matching gift automation software


request a free personalized demo

Familiarize yourself with the following types of program deadlines. Plus, review leading matching gift company guidelines to see when their employees’ matching gift requests are due!

Deadline #1: A Set Number of Days or Months Post-Donation

The first type of deadline is based on the amount of time elapsed since the individual completed their initial donation. While most companies offer flexible submission windows for matching gift requests, deadlines can range from 30 days to an entire year post-transaction.

Deadline for Fannie Mae matching gift requests

Fannie Mae

Fannie Mae currently matches part-time and full-time employee donations up to $5,000. Unfortunately, some donors miss out on this funding opportunity, largely due to a lack of program awareness, which results in missed matching gift requests.

Match request deadline: Fannie Mae donors must submit their matching gift requests within 30 days of their donation date or by December 31st of each year (whichever is sooner).

Click here for additional details on Fannie Mae’s matching gift program.

Deadline for Altria matching gift requests

Altria

Altria offers a generous matching gift program (up to $30,000 per employee per year) along with sizable volunteer grants (up to $500 after 25 hours of volunteering).

Match request deadline: Altria’s program administrator must receive all matching gift requests within 90 days of the donations being made.

Click here for additional details on Altria’s matching gift program.

Deadline for Apple matching gift requests

Apple

Apple offers a generous matching gift program for full-time and part-time employees. Each year, team members are encouraged to request between $1 and $10,000 in matches from qualifying gifts!

Match request deadline: Employees should be sure to submit their matching gift requests swiftly, as Apple requires gifts to be registered within one month of the transaction date.

Click here for additional details on Apple’s matching gift program.

Deadline for Microsoft matching gift requests

Microsoft

Microsoft matches between $1 and $15,000 per team member per year. Plus, employees can earn grants for their favorite organizations worth $25 for each hour they spend volunteering.

Match request deadline: Employees are welcome to request matching gifts for any qualifying donations made in the past 12 months!

Click here for additional details on Microsoft’s matching gift program.

Deadline for YUM Brands matching gift requests

YUM Brands

Fast food corporation YUM Brands, including employees at Pizza Hut, KFC, and Taco Bell restaurants, matches gifts at a dollar-for-dollar rate up to $1,000 per associate per year.

Match request deadline: All YUM Brands employees should complete their matching gift requests within six months of their initial donations.

Click here for additional details on YUM Brands’ matching gift program.

Deadline #2: End of Calendar Year

The other main type of matching gift request deadline is one that aligns with the calendar year (running from January 1st to December 31st). That means tons of companies set their deadlines at December 31st.

Here are a few examples:

Deadline for Avon matching gift requests

AVON

AVON matches employee donations up to $15,000 per year. And the first $500 donated is matched at a 2:1 rate, thus tripling the initial donation value.

Match request deadline: AVON employees should mark their calendars! While the deadline indeed falls in December of each year, team members are required to complete their requests prior to December 11th rather than the standard 31st.

Click here for additional details on AVON’s matching gift program.

Deadline for Freeport matching gift requests

Freeport-McMoRan

Freeport-McMoRan matches donations of up to $40,000 to a wide range of nonprofits. While the first $1,000 donated is matched at a 2:1 rate (thus tripling each initial dollar’s value), donations above $1,000 are matched dollar-for-dollar.

Match request deadline: While Freeport-McMoRan encourages employees to submit matching donation requests at the time of the initial donation, employees can submit matches until Dec. 31st of the year following the date of the donation.

Click here for additional details on Freeport’s matching gift program.

Deadline for SAP matching gift requests

SAP America

SAP America gives charitably through the SAP Together Program. Within this initiative, SAP employees are incentivized to donate to nonprofits to unlock matching gifts for their favorite organizations.

Match request deadline: Matching gifts must be requested of the company by December 31st of the year in which the initial donation is made. However, donors should be encouraged to submit their matches as soon as possible due to a company-wide annual limit.

Click here for additional details on Sap’s matching gift program.

Deadline #3: End of Calendar Year + Grace Period

The last group of companies establishes their matching gift deadlines according to the calendar year as well. But they also tack on an additional month or so.

Deadline for Boeing matching gift requests

Boeing

Boeing offers a monetary match, a volunteer grant match, and a fundraising match. And while full-time and part-time employees qualify to have their gifts matched dollar-for-dollar, retirees of the company are eligible to request a 0.5:1 match.

Match request deadline: Boeing employees (or retirees) participating in any matching gift program must submit their matching gift requests by January 31st of the year following the one in which the initial contribution/volunteerism/event took place.

Click here for additional details on Boeing’s matching gift program.

Deadline for Verizon matching gift requests

Verizon

Each year, Verizon matches employee donations of up to $5,000 to the educational institutions of their choice. Meanwhile, all other nonprofits qualify for up to $1,000 in match funding, along with $750 grants for organizations with which employees volunteer.

Match request deadline: Matching gift requests must be entered into the electronic matching gift system before January 31st of the year following the date of the donation.

Click here for additional details on Verizon’s matching gift program.

Deadline for Adobe matching gift requests

Adobe

Adobe matches donations of up to $10,000 per employee per year. Additionally, employees can submit volunteer or “dollars for doers” grant requests worth $250 for every 10 hours they volunteer.

Match request deadline: All matching gift requests must be submitted by January 31st of the year following the one in which the gift was made, regardless of the donation date.

Click here for additional details on Adobe’s matching gift program.

Deadline for Coca-Cola matching gift requests

Coca-Cola

Coca-Cola generously matches employee gifts at a 2:1 ratio. That means for every $1 an employee contributes, Coke gives $2 up to a maximum corporate contribution of $20,000.

Match request deadline: All employee matching gift requests should be completed and returned to The Coca-Cola Company by February 28th of the following year.

Click here for additional details on Coke’s matching gift program.

Deadline for Bank of America matching gift requests

Bank of America

Bank of America (including the investment management and wealth management division, Merrill Lynch) matches employee donations to nearly all nonprofit causes. Each year, team members can request between $24 and $5,000 worth of matches for personal donations of equal amounts.

Match request deadline: Employees must complete an application and have the recipient organization verify the gift. This information must be received by January 31st of the year following the date of the donation.

Click here for additional details on Bank of America’s matching gift program.

Deadline for General Electric matching gift requests

General Electric

Fun fact: General Electric was the first company to implement an employee matching gift program in 1954. Today, it matches millions of dollars worth of gifts to approved charities around the world. Each team full or part-time team member is encouraged to request between $25 and $5,000 per year!

Match request deadline: General Electric offers one of the most extended matching gift program deadlines, with employees being able to request matches until April 15th (tax day!) of the year after their gifts were made.

Click here for additional details on GE’s matching gift program.

Driving Matching Gift Requests to Completion

Unfortunately, matching gift deadlines mean little if your organization isn’t informing donors about matching gifts first. After all, the vast majority of match-eligible employees (approximately 78%) have no idea their company even matches gifts.

How will a donor know to submit a request on time if they don’t know to submit one in the first place?

Luckily, marketing matching gifts to your donors is easier than ever (check out our free downloadable resource for more tips and tricks!). Proper software can help screen for match-eligible transactions, inform donors of their eligibility, and supply individuals with actionable information to initiate the process, too.

If you’re looking to automate your matching gift processes, consider innovative tools like Double the Donation’s complete automation.

As the fundraising sector’s top matching gift tool, Double the Donation identifies matching gift opportunities and triggers personalized marketing emails. It also integrates with nearly all of the leading fundraising solutions, allowing it to supercharge the donation process and make implementation and management quick and easy.

Watch the following 60-second overview video to learn more:

Streamlining Matching Gift Requests With Auto-Submission

Traditionally, an employee wanting to file a matching gift request had to determine their eligibility for a match before identifying and completing the correct forms for their employer. Then, as outlined above, the matching gift request process typically requires an individual to log into a separate portal. There, they supply donation data and submit their matching gift form.

But today, the matching gift request process is being transformed. And it’s beginning with a shift toward Double the Donation’s groundbreaking auto-submission functionality! Now, companies that enable this option through their CSR platforms empower employees with a one-click request opportunity directly from their favorite organizations’ giving pages.

Boost matching gift request rates with autosubmission

When requesting a match is as simple as selecting a checkbox on a confirmation screen, more donors will be inclined to do it⁠—which is why auto-submission is such an invaluable tool.

Streamline matching gift requests with 360MatchPro's auto-submission

Wrapping Up

Effectively navigating the world of matching gift requests can seem like a daunting task. But armed with the right knowledge and resources, donors can maximize the impact of their contributions to nonprofits like yours.

Keep in mind that as the fundraising organization, it’s your responsibility to ensure your audience is informed and encouraged to participate. And that means recognizing the potential for matching gifts and taking proactive steps to supply donors with company forms and guidelines.

Interested in learning more about effective matching gift fundraising practices? Check out these additional recommended resources:

This guide covers everything you need to know about buying fundraising software, including key types, features, and examples.

How to Buy Fundraising Software That’s Right For Your Nonprofit

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Digital fundraising is crucial in today’s nonprofit landscape. In the current software-driven fundraising era, nonprofits, schools, and other charitable institutions must reassess their fundraising arsenals.

If this description sounds like your situation, you may be considering enhancing your existing toolkit or buying new fundraising software. To assist you in this journey, we’ve crafted a comprehensive guide for navigating this process. We’ll cover:

Improve your understanding of how fundraising software impacts organizations like yours and learn what to consider when searching for new tools. From matching gift tools to peer-to-peer platforms, we’ll cover everything you need to elevate your fundraising efforts.

Click here to download our matching gift guide and learn how your fundraising software can help secure more corporate giving donations.

Types of Fundraising Software to Know

A nonprofit fundraising toolkit includes multiple platforms that together perform all the functions you need to reach out to supporters and secure donations. Some solutions are “all-in-one” platforms, while others focus on a few specific features and can integrate with external add-ons to expand their functionality.

What platforms to include in your fundraising toolkit depends on your nonprofit’s needs and goals. However, a few types of fundraising software solutions can be considered essential.

There are several types of fundraising tools out there like online donation forms, peer-to-peer tools, and donor management systems.

Online Donation Forms

One of the core components of your fundraising toolkit is your organization’s online donation forms. These resources allow nonprofits to collect donations online.

The best donation pages empower users to:

  • Offer suggested (or custom) donation amounts
  • Accept gifts from desktop computers and mobile devices
  • Match their donation form branding to their organization
  • Facilitate one-time and recurring gifts
  • Collect additional donor information through custom form fields
  • Integrate with a variety of other nonprofit solutions, like Double the Donation’s matching gift software

Donation forms have one of the most straightforward purposes of all fundraising software, but there are still many providers to choose from. You may even choose one with more features than the ones we just listed.

Peer-to-Peer Fundraising Pages

Peer-to-peer fundraising campaigns elevate existing donors’ engagement while simultaneously expanding your reach to new prospects. Several peer-to-peer fundraising software options are available that enable organizations to:

  • Equip volunteer fundraisers with customizable campaign pages
  • Add images and other fundraising updates
  • Spread the word with social sharing tools
  • Track fundraising progress toward goals
  • Prioritize an accessible and easy-to-use giving process
  • Integrate with other nonprofit solutions

Remember, for peer-to-peer fundraising, your system should be easy for both your team and your donors to use.

Matching Gift Software

Tons of workplace giving revenue gets left on the table each year⁠—including $4 to $7 billion in unclaimed matching gifts alone. Luckily, nonprofits can leverage a matching gift platform to ensure their donors are tapping into these overlooked resources.

This type of fundraising software enables nonprofits to:

  • Market matching gift opportunities to donors and supporters
  • Locate detailed information about matching gift programs
  • Access insights on volunteer grants, volunteer time off, and other corporate incentives for volunteering
  • Leverage an autocompleting search tool to identify employment information
  • Trigger automated outreach to provide valuable matching gift program insights
  • Ensure no matching gift opportunity falls through the cracks with timely follow-up cadences
  • Integrate with other nonprofit solutions

This is a sample matching gift fundraising software dashboard.

When it comes to matching gift software, we have to recommend our state-of-the-art solution, Double the Donation Matching. What puts our matching gift database over the top is our partnerships with corporate giving software, enabling automatic submission of matching gift requests.

Click here to learn everything you need to know about leveraging matching gift fundraising software.

Payment Processors

To accept donations and other payments online, you’ll need payment processing software that facilitates transactions behind the scenes. This tool essentially mediates between the organization, the donor, and their financial institution.

An effective payment processor empowers nonprofit organizations to:

  • Process contributions for multiple payment methods
  • Offer a simple user interface
  • Produce ready-built and custom reports
  • Maintain high levels of payment security standards
  • Integrate with other nonprofit solutions

This fundraising tool is essential for facilitating donations, so choose a secure one that strengthens your donation process. Note that a donation form differentiates in that it collects other donor information and may use various payment processors to complete transactions.

Donor Management Systems

When it comes to managing donors, there’s a lot for your team to keep track of. Ensure your fundraisers have the tools to improve operations through a robust donor data management system.

Also known as a CRM (or constituent relationship management tool), your donor database should allow your team to:

  • Maintain detailed supporter records with engagement histories
  • Add helpful notes within donor profiles
  • Segment your supporter base for targeted communications
  • Automate administrative tasks and donor outreach
  • Easily generate robust reports
  • Integrate with other nonprofit solutions

The best nonprofit CRMs simplify communication and strengthen relationships. By understanding your supporters better, you’ll be able to foster deeper connections with them.

Nonprofit Event Tools

Hosting a fundraising event is an effective way to bring in new supporters, boost donor engagement, and increase fundraising revenue. Nonprofit event software can streamline the entire experience including planning, hosting, and following up post-event.

Specifically, the best event fundraising tools make it easy to:

  • Craft online event pages and/or microsites to promote upcoming opportunities
  • Offer free or paid ticketing options
  • Organize engaging in-person, virtual, and hybrid experiences
  • Facilitate digital bidding at auction events
  • Collect additional donations beyond ticket sales
  • Integrate with other nonprofit solutions

Events are a fundamental part of donor engagement, so make sure you can bring your community together to support your cause with the right event software.

Donor Acknowledgment Software

Appreciating your donors is a critical component of nonprofit fundraising⁠, especially if you’re looking to steward long-term relationships with them. Be sure you have some kind of donor recognition software in your fundraising toolkit.

While a regular email or thank-you letter can make do in a pinch, elevate your gratitude with unique and engaging acknowledgments⁠—like eCards!

When you buy fundraising software for donor acknowledgements, you can express genuine gratitude for supporters.

Your donor recognition software should empower your team to:

  • Brand messages to your nonprofit, including fonts, images, and colors
    Send acknowledgments in seconds
    Leverage multiple digital communication channels, including email and SMS
    Customize communications to cultivate personal donor connections
  • Track digital thank-you notes to determine when supporters interact with your outreach

Acknowledging generosity is crucial for retaining support, so think of appreciation software as a tool for investing in earning future donations.

Factors to Consider When Buying Fundraising Software

As you explore various software options, we recommend making detailed notes on the following components of each platform:

When buying fundraising software, assess each tool's functionality, ease-of-use, scalability, and more.

Functionality

Fundraising software is a broad term that encompasses many different types of platforms and features. That said, make sure you’re buying software that has the functionalities your organization needs.

At the same time, consider what you can live without. For example, if your organization has awesome event fundraising ideas but isn’t so big on advocacy, forgo tools with advocacy features in favor of ones that have excellent event planning capabilities. Or perhaps you’re looking for a new nonprofit CRM, and you already have a donation platform you love. In that case, look for exclusively database solutions that don’t offer a built-in online giving tool.

Donor Experience

Your donors will typically be the end user of your fundraising software. For example, they’re the ones who fill out your nonprofit’s online donation forms, participate in peer-to-peer campaigns, and interact with your matching gift database search tool.

Prioritize fundraising software that makes the donor experience quick, easy, and painless. If a process is too long or complicated, even your most dedicated supporters may abandon their gifts. Alternatively, a seamless giving experience will keep donors coming back to support your cause time and time again.

Backend Ease of Use

Organizations should choose tech solutions with a level of complexity that is manageable and suitable for their team. For example, if your nonprofit employs developers, a custom-coded solution might make sense. On the other hand, if no one on your team is particularly technical, you’ll likely want to prioritize an off-the-shelf fundraising platform for ease of use.

A solution that’s too technical⁠—and ultimately inaccessible⁠—will complicate operations and discourage staff members from using it altogether. Remember, it’s not just the software but what you do with it that matters.

Scalability

As your internal fundraising team grows, will your software enable enough authorized users? Ensure all staff members who need to use your fundraising platform can. Not only that but when it comes to CRMs in particular, confirm that your potential platform can hold all your donor data with room to spare.

If you anticipate major growth in the near future, prioritize buying a platform that has room for expansion. This will allow your new tools to scale alongside your organization without requiring a software platform switch too quickly.
When choosing fundraising software, consider that low-cost solutions may quickly become inadequate, leading to the need for future upgrades and data migration. That’s why it’s wise to make a forward-thinking decision from the start.

Integrations

Even the most comprehensive software solutions might not have all the features your organization needs. You may have to integrate additional programs or systems to assist your operations.

Here are a few common scenarios when you might need integrations:

  • An organization might have niche needs, where they may prefer to add their own software solutions (e.g., a particular payment processor or email application) to complement their existing tools.
  • The software company you’re buying from doesn’t offer tools to facilitate all of your operations (e.g., corporate matching gifts), requiring you to integrate specialized fundraising software.

If you find that you require software integration, communicate your needs to your potential new vendor. That way, they can help determine the compatibility between different systems. Perhaps there’s a native, ready-built integration⁠, in which case, great! On the other hand, if it’s difficult to integrate two solutions, reconsider your priorities or consider working with a nonprofit technology consultant who can develop a custom integration.

Cost

It’s important to go into any major purchase with a budget in mind, and fundraising software is no exception. Before evaluating specific platforms, decide how much your organization can spend. Consider base price, startup costs, and any additional ongoing fees.

The base price is the vendor’s list price on the platform you want to buy and will be what most of your investment goes toward. It encompasses the core functions of the platform but usually excludes expansions or optional add-ons.

Be sure to ask exactly what is included in the base price to make sure you receive all the capabilities you need. If the base price doesn’t include any of your organization’s necessary features, consider how much the excluded features cost to add on.

From there, you might run into additional hidden costs such as:

  • Staff training
  • Maintenance fees
  • Online donation processing fees
  • Future updates or add-ons

Going into the buying process with a clear budget will naturally limit your options, making the selection process easier. It also, of course, ensures that you won’t be spending more than you can afford.

Customizability

When buying fundraising software, you’re likely looking for a solution that can complement your organization’s operations with its out-of-the-box features. Even so, many platforms are customizable and can be further tailored to fit your cause.

Customizability is a sliding scale, and what level of customizability your nonprofit needs likely depends on your size, resources, and goals. For instance, enterprise-size nonprofits often require fully customizable solutions that are essentially built from the ground up, while small nonprofits may see required customization as an unnecessary strain on their time and budget.

In your search, you may find that software customization can apply to many different features, including:

  • Supporter profiles
  • Donation and sign-up forms
  • Email marketing templates
  • Reporting and tracking tools

With customizable features, you can mold your software to fit your organization’s unique needs better. Your fundraising software will feel custom-made, more effectively driving impact toward your overall goals.

Training and Ongoing Support

When you first get started with a new fundraising platform, your team will need to go through training or an onboarding process to become proficient with the new tools. The level of instruction can vary drastically from vendor to vendor, making it an important consideration in your search.

Here are a few general questions for your fundraising software company in regard to team-wide training:

  • How long is the training process?
  • How is training administered (e.g., virtual, on-site, etc.)?
  • What proficiency level does your training cater to?
  • What are the associated costs?

From there, consider ongoing support availability as well. After all, if your nonprofit hires new team members after your initial onboarding session, they’ll need to be trained, too.

Compare software support options by making the following inquiries before you purchase:

  • Do you offer IT support?
  • How do I get in contact with support if there’s a problem?
  • What’s your typical response time?

Remember, the better you and your team understand your software, the more functional it will be, so choose a provider that offers the support you need. With the right support level at your fingertips, your software will perform well for years.

Security

Chances are, your organization will use its fundraising software to collect, store, and manage supporters’ sensitive data. Thus, it’s critical to choose a secure platform that can protect this information.

When chatting with vendors, ask about the software’s flexibility in controlling user permissions, so you can select which users can access sensitive information.

When it comes to donor payment information, consider industry security standards in your search, such as the following protections:

  • PCI compliance: The Payment Card Industry Data Security Standard (PCI DSS) is a set of requirements designed to ensure that credit card information is processed, stored, and transmitted securely. For fundraising software, it’s essential for protecting donor payment information.
  • Encryption and Tokenization: Encryption converts data into a coded format to prevent unauthorized access. Tokenization replaces sensitive data with unique identification symbols that retain all the essential information without compromising its security. Both are used to protect sensitive data like credit card numbers.
  • Password Security: Strong password security measures ensure access to fundraising software is guarded against unauthorized users. This includes requirements for complex passwords, regular password changes, and secure storage of passwords.
  • Multi-Factor Authentication (MFA): MFA adds an extra layer of security by requiring two or more verification factors to access a resource, such as a database or online account. For instance, your fundraising system might require users to enter an emailed code after entering their login details. This significantly reduces the risk of unauthorized access.

Confirm that donors’ data will be kept safe and sound within your fundraising platform, a ensure that supporters feel comfortable entering their payment information in the first place!

Questions to Ask Before Buying Fundraising Software

To ensure you find software that perfectly aligns with your needs, here are some recommended questions for your selection process!

How difficult are the initial setup and data transfer?

Because you buying fundraising software, account for the initial software setup and data transfer from your previous solution. Your nonprofit data is the key to strengthening donor relationships and optimizing fundraising efforts, so it’s essential that it translates to your new platform without issue.

First, determine that it’s possible to transfer your data to the new system in its proper format. Then, consider how you’ll prepare your data for this process. If it turns out that transferring your data from one system to another requires a lot of time and labor on your part, consider whether the software offers other benefits that make it worth the effort.

Does it have the integrations my organization needs?

Integrations are essential for an effective fundraising software ecosystem. Unintegrated software can result in time-consuming manual data migration and data silos. With integrations, however, your technology can function as a cohesive unit, rather than a collection of disparate tools.

Therefore, one of the most important questions when buying fundraising software is “Does it offer the integrations my team⁠—and technology ecosystem⁠—needs?”

For example, Double the Donation integrates with 70+ of the industry’s largest nonprofit technology providers, including donation platforms, peer-to-peer software, CRMs, corporate giving solutions, and more. If you use (or plan to use) Double the Donation’s matching gift software, we strongly recommend exploring the giving tools with which we partner.

How do I maintain effective use of my software over time?

The buying process doesn’t just end the minute your software is set up and your staff knows how to use it. For your software to keep running at its highest capacity, consider how you’ll maintain it over time.

Before deciding, ask if the software has any built-in features to keep your data clean and up-to-date. This is one instance where automation can make a big difference. Automated features like deduplication can help maintain a clean and accurate database, ensuring your records never become messy and out of hand.

Second, ensure that your maintenance support includes installing updates⁠, or if it doesn’t, that these updates are fairly easy to install yourself. By keeping your software up-to-date, you’ll get much more life out of it and ensure it stays secure.

Key Steps for Buying Fundraising Software

As you navigate the fundraising software buying process, keep these key steps in mind.

When buying fundraising software, follow these steps to make the best choice for your nonprofit.

1. Determine your fundraising goals, must-have features, and budget.

Start by determining what you want to achieve with a new platform. Perhaps you want to:

  • Boost matching gift revenue with software that identifies eligible donors, markets match opportunities, and streamlines the matching gift request process.
  • Increase donation page conversions by leveraging fundraising software with a user-friendly interface, customizable calls-to-action, and a seamless donation process.
  • Improve data flow from your donation form to your CRM by automating data entry and minimizing duplicate entries via deduplication.

Notice how each goal has correlating features that allow you to accomplish those objectives. Allocate your funds based on these goals, must-have features, and anticipated number of users.

The best advice we can give is not to overcomplicate the fundraising process when buying fundraising software. Your new software should make your organization’s current operations better. If your new solution overcomplicates things for your team and donors with unnecessary features, it’s probably not the one.

2. Create a list of potential vendors.

With so many fundraising software solutions available, it can be difficult to narrow down your options. To kickstart your research with trusted providers, we recommend heading over to Double the Donation’s partnerships hub to check out the range of innovative, best-in-class solutions that we work with.

Still too many choices? Use our software search tool to filter for different platform types, verticals served, and key functionality. In doing so, you can find the right tools and equip your team with Double the Donation’s matching gift solution to drive corporate giving revenue.

3. Check out the reviews.

You don’t have to go through the buying process alone. In fact, organizations that have previously used a particular fundraising software can be a huge help when it comes to deciding whether or not to buy. Because they’ve had experience with the product, they can attest firsthand to how it functions.

Consult online reviews other organizations have provided about the software you’re evaluating. If you see certain patterns regarding the platform’s strengths or weaknesses, it’s fairly safe to expect a similar experience.

Additionally, try reaching out to your connections in the nonprofit sector. Fundraising professionals at organizations similar to yours may have insight into the software they considered, which solutions worked, and which sent up red flags for them.

4. Book demos.

Before making your final decision, see the tools in action. Most software vendors offer informational demos, allowing prospective clients to get a better idea of their product before buying.

Check the vendor’s website to see if they feature any pre-recorded demo videos. Some providers may require basic information about your nonprofit and how you intend to use the software first, then send an on-demand demo (or perhaps even a free trial) over email or through their site.

For those further along in the buying process, many vendors also offer live online demos upon request. These experiences are more personalized and can provide a closer look at how the software will work for your organization. From here, you can make your final decision and buy the fundraising software that’s the best fit for your organization!

5. Purchase your fundraising software.

Based on your demos, make your final decision and buy the fundraising software that’s the best fit for your organization! Work with your vendor to get the technology up and running. You can also work with a fundraising technology consultant to integrate the new tools into your processes.

Our Top Fundraising Tool Pick to Drive Engagement + Revenue

Following the tips on selecting the best fundraising software, you might be wondering what our top fundraising software recommendations are. To maximize donor contributions and fundraising efficiency, we suggest choosing Double the Donation —our complete matching gift and workplace fundraising automation platform. It empowers you to identify corporate match opportunities, pinpoint your highest-value opportunities, and drive those opportunities to completion.

Double the Donation automated flow

 

Double the Donation Overview

Double the Donation’s matching gift module enhances the matching gift process for nonprofits and their donors, increasing matching gift revenue. Our platform integrates seamlessly with a wide range of fundraising tools, such as donation forms, peer-to-peer software, and donor management systems.

Upon receiving a donation, donors who used their work email addresses for their gift are automatically evaluated by Double the Donation to determine if they are eligible for a matching gift from their employer. If they are, the platform then sends tailored, company-specific instructions for submitting a matching gift request. If eligibility is uncertain, the software prompts donors to use an embedded company search tool to confirm their status and access real-time instructions.

Plus, Double the Donation assists fundraisers in tracking incoming matches, providing valuable insights for forecasting match revenue, pushing stalled matches forward, and offering comprehensive reporting and analytics to assess success and identify areas for improvement in your matching gift strategy. Not to mention, our auto-submission feature is the latest advancement in matching gift technology and simplifies the donation process immensely. Watch this video for a rundown of how it works:

Studies indicate that employing a matching gift automation tool (like Double the Donation’s) increases matching gift revenue for nonprofits by 61%! It even drives individual giving. 84% of survey participants indicated they’re more likely to donate if a match is offered, and 1 in 3 donors indicated they’d give a larger gift if matching is applied.

Leveraging our fundraising software will help you boost matching gift revenue.

With our matching gift software, the process is entirely automated, saving your organization significant time and resources. Plus, we offer additional workplace fundraising tools for nonprofits to help you grow revenue from other high-value programs, like volunteer grants, payroll giving, and more. Matching gifts have never been easier⁠!

Get a demo to see our matching gift tools in action before buying our fundraising software.

Examples of Fundraising Software In Action

When considering fundraising software, it can be useful to envision exactly what it can do for your nonprofit. Rather than relying on hypotheticals, try looking for case studies and examples of organizations that use the tools you’re considering.

To show off how the right software can elevate a nonprofit’s fundraising strategy, we’ve put together a few examples of top fundraising platforms in action:

Marietta College

*Uses GiveCampus and Double the Donation

Marietta College is a private liberal arts school consistently ranked among the top colleges in Ohio. Let’s look at the essential elements of Marietta College’s fundraising strategy and how its technology supports its goals.

Donation Page

Here's a sample donation page that Marietta College created with its fundraising software.

Marietta College’s donation page is quick and easy to complete, prompting users to input basic gift details and contact information. There are also optional fields, including employer for matching gift programs, affiliation to the school, and class year, to provide additional insights for the institution.

Once the form is completed, the school’s fundraising software lets donors check out using Venmo, PayPal, Google Pay, debit/credit card, or bank transfer. Providing multiple payment methods enables organizations to meet donors where they are and drive more gifts to completion!

Confirmation Screen

Marietta College used its online fundraising software to create this confirmation page.

After submitting their contribution, the donor is automatically rerouted to a gift confirmation screen. This web page thanks supporters for their generous contributions and provides detailed information about their employers’ matching gift programs⁠, including eligibility criteria and how to complete their matches.

By telling donors how to pursue available matching gift opportunities, more matches are driven to completion, and more revenue is generated for the institution.

Follow-Up Email

Within its fundraising platform, Marietta College created follow-up emails to send to donors.

A few minutes after finalizing their donations, Marietta College supporters receive customized email follow-ups in their inboxes. These messages include appreciation emails in addition to reminders about matching gift program availability, links to online submission portals, and actionable encouragement to complete their matching gift requests.

This keeps the college and its fundraising needs at the forefront of donors’ minds for longer and ultimately results in increased corporate matching revenue to help the school reach its goals.

African Impact Foundation

*Uses Fundraise Up and Double the Donation

The African Impact Foundation was established in 2008 to equip children in Southern and Eastern Africa with the education and skills to uncover pathways out of poverty. Here’s how the foundation collects donations using powerful fundraising tools.

Multi-Step Donation Page

Using its donation software, the African Impact Foundation created this multi-page donation form.

The African Impact Foundation leverages a multi-step donation form with which donors can submit their gifts to the organization. On the first page, individuals can select their intended donation from suggested gift sizes or enter their own amount. Additionally, they can choose to give on a recurring basis, dedicate or designate their gift, or add optional comments. The fundraising software offers multiple opportunities throughout the giving process for donors to upgrade their donations.

On the next page, donors are encouraged to double their gift impact with a matching donation. They are provided access to a matching gift company search tool to name their employer to view guidelines and available forms. In the final step, donors can choose to cover their transaction costs and check out using a credit card, PayPal, or Google Pay.

Follow-Up Email

After donating, supporters receive a follow-up email triggered by the African Impact Foundation's fundraising software.

Using the employment information provided during the initial donation process, the African Impact Foundation’s fundraising software triggers automated matching gift follow-up emails⁠, providing donors with company-specific program information and detailed next steps for submitting requests. They also use the follow-up email to thank donors and encourage them to get their gifts matched by their employing companies.

What’s Next?

With the right tools and resources in your team’s tech stack, you’ll be able to bring in more fundraising revenue without a hitch.

Interested in learning more about strategic nonprofit fundraising and the solutions available to your team? Check out these additional fundraising resources:

Get a free demo of our fundraising software and learn how you can secure more matching gifts.

GivenGain and Double the Donation Build New Integration for Matching Gifts Automation

GivenGain and Double the Donation Build New Double the Donation Integration for Matching Gifts Automation

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Double the Donation and GivenGain are excited to announce a new partnership in the form of integration between GivenGain forms and Double the Donation, the leading matching gift automation software from Double the Donation. 

“GivenGain’s mission has always been to massively boost nonprofit fundraising potential by giving them the tools to empower their supporters,” said Bryan Lively, VP Global Sales & Service at GivenGain. “With a new matching gifts integration powered by Double the Donation, we can now also help empower those supporters to increase their impact with the help of their employer.”

The integration educates donors about their match eligibility as they give, guiding them to their next steps and closing the gap of $4-7 billion in funds left on the table each year. 

“We’re excited to team up with GivenGain to boost campaigns with advanced matching gifts automation,” said Adam Weinger, President at Double the Donation. “Now, nonprofits have the power to get more value from every donor interaction.”

The GivenGain and Double the Donation integration is now available to users with GivenGain and Double the Donation accounts. Follow our integration guide and get connected in minutes. 

Are you a GivenGain user ready to start your matching gifts automation journey? Request a demo of Double the Donation and let us know you use GivenGain for event fundraising!

Want additional resources to help you take your matching gifts strategy to the next level? Enroll today in our Matching Gift Academy for in-depth content about growing your matching gift revenue. 

About GivenGain: GivenGain was founded in 2001 on one simple belief, and one global mission: that humans are amazing, and to put the fundraising in the hands of the supporters.  Since then, we’ve been the online home of global generosity and we’re just getting started.  GivenGain is unlike any other fundraising platform, we’re different.  As a nonprofit ourselves, we’re driven by purpose, not profit, and have been shaping the world of giving for over two decades.

About Double the Donation: Automate your matching gift fundraising with the industry-leading solution from Double the Donation. The Double the Donation platform provides nonprofits and educational institutions with tools to identify match-eligible donors, drive matches to completion, and gain actionable insights. Double the Donation integrates directly into donation forms, CRMs, social fundraising software, and other nonprofit technology solutions, and even partners with select CSR platforms to further streamline matching gifts for donors. Through Double the Donation by Double the Donation, the matching gift process has never been simpler.

Graphic of a woman playing golf next to the title of the article.

Creative Marketing Ideas for Charity Golf Tournaments

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As a nonprofit professional, you likely already understand the importance of marketing in collecting funds and making your cause known. From attracting donors and pursuing matching gift opportunities to promoting your services to your target audience, marketing is a key strategy for successful nonprofits.

Your nonprofit’s fundraising events are no different. Successfully marketing your fundraiser is crucial to the event’s success, not to mention positive fundraising outcomes, and gets your community excited about participating.

When it comes to your charity golf tournament, it’s important to cast a wide net to attract new supporters to your cause. Golf events have a unique appeal. The sport is more popular than ever, so getting the word out about your golf fundraiser lets folks know that they can play the game they love while supporting a great cause.

Ready? Start spreading the word about your golf fundraiser today with these five creative marketing tips:

Without further ado, let’s dive in with our first recommendation.

1. Use an Event Website

An event website for your charity golf tournament serves as the homepage for the event and where folks can go to find more information and get involved. Customize the site with pertinent information about your nonprofit, its mission, and what the tournament is raising funds for. It’s also a good idea to include the tournament’s schedule, recognize sponsors, and give visitors the chance to donate.

And if you’re going to incorporate matching gifts in your event strategy (which you should!), you’ll want to ensure your site is equipped with matching gift information, too.

Sample matching gifts page on a nonprofit website

Interested in learning more about how corporate donation-matching can play a role in your event strategy? Jump to the bonus section now!

The best thing about an event website is that it makes promotion as simple as sharing a link in all your online channels—social media, email campaigns, your nonprofit’s website, or even online ads. You’ll also end up saving a ton of time by collecting registrations and selling sponsorships right on the website.

2. Choose a Memorable Event Name

A catchy tournament name is a great way to brand the event and your marketing campaign. A tournament logo is another option you can leverage in a variety of ways to help connect folks to the event and what it’s raising money for. For example, use the tournament logo and its branding on t-shirts for organizers and volunteers, hole signage, banners, email campaigns, promotional graphics, giveaways, and more. Of course, it should be front and center on the event website.

Get your planning team, staff, or board together for a brainstorming session to settle on a tournament name that makes a lasting impression. Some ideas to get your creative juices flowing might include:

  • Swing Fore the Kids
  • Putts Fore Pets
  • Fairway to Heaven
  • Putting for Miracles
  • Teeing Up Hope
  • Holes Fore Heroes
  • Scramble for a Cure

If you’d rather stick to a traditional tournament name, such as a “Charity Golf Classic” or “Memorial Golf Tournament” that’s perfectly fine—but consider a specific tournament logo that makes your event stand out.

3. Incorporate Gamification Elements

Competition is a natural part of a charity golf tournament. You can leverage friendly competition in your marketing to help engage supporters about your event. In fact, integrating gamification into your golf tournament gets supporters and participants invested before they even tee off. Try these gamification ideas to get started!

Use a fundraising thermometer or donation tracker on your event website and in social media materials. Post updates and graphics in the days and weeks leading up to the tournament so people can see how their donation can help move the needle towards your goal.

Launch a contest to encourage people to recruit additional teams to play in the tournament. Not only does this help spread awareness about your tournament and cause, but you can stoke a little friendly competition by offering prizes to those who bring in the most number of teams. You might offer mulligans, raffle tickets, and drink tickets as prizes.

Implement user-generated content challenges. Leveraging user-generated content in your marketing provides a great opportunity to broaden your campaign’s reach. For example, you could have golfers share posts with a photo of their teams in the lead-up to the event and have social media followers vote on their favorite team names or costumes by liking, commenting, or sharing posts.

Add an auction to your tournament and promote it in your pre-tournament marketing. Silent and live auctions can certainly be competitive—in the best way possible—because they drive more dollars for your nonprofit. High-end prizes like a donated stay-and-play opportunity at a destination golf club get donors excited and engaged before, during, and after the golf tournament.

4. Collaborate With Local Celebrities & Influencers

Influencer marketing is another tool in your nonprofit toolkit to spread awareness about your nonprofit and your golf event to new audiences who otherwise might not have known about it. Plus, online channels have made it easier than ever to connect with celebrities and influences who can help amplify your event. Consider these options:

  • Local celebrities. You don’t have to have A-list celebrities involved to make an impact. Local celebrities, like the mayor, local news anchor or meteorologist, radio personality or host, community sports team, or well-known business owner, are more accessible and can add a draw to your fundraiser. It’s a win-win—you’ll get great exposure and they’ll be publicly associated with a great cause.
  • Social media influencers. Whether you’re connecting with influencers in the nonprofit sector, the golf world, or in your local area, you can improve your event’s visibility with social media partnerships. NXUnite’s list of nonprofit influencers is a great resource for learning more about the nonprofit influencer space.

Once you’ve made contact with them, work together to outline a mutually beneficial partnership. Perhaps in exchange for promoting your tournament on their socials and appearing at the event, they receive a complimentary team registration or two. Consider devoting a specific part of the event to the VIP, such as a hole-in-one contest hosted by them or a signed raffle prize or auction item donated by them. Highlight their presence in your marketing materials to get the most out of the partnership.

5. Leverage Cause Marketing With Corporate Sponsors

You might think of sponsorships primarily in the context of monetary donations. But in fact, you can leverage your corporate partnerships for marketing purposes, too. Cause marketing is marketing carried out by a for-profit business to advance a charitable cause or better society—in this case, your charity golf tournament.

Reach out to your nonprofit’s current corporate partners with a mutually beneficial proposal, providing positive exposure and outcomes for both parties. Your matching gift software can help here, too, when you use donor employment insights to identify top prospects for marketing partnerships.

Identify corporate partnerships with Double the Donation's top companies feature

Then, much like with influencer marketing, think of ways to sweeten the deal in exchange for their partnership, like offering a complimentary team registration for promoting the tournament to their employees or clients.

If leveraging corporate sponsorships isn’t an option for your nonprofit, you might consider offering sponsorship packages for your golf tournament that include cause marketing components. For example, a local business might underwrite paid social media campaigns or television or radio spots in exchange for exposure to your tournament’s field. GolfStatus recommends targeting businesses that are interested in getting in front of the golfer demographic. In either case, you should work closely with the sponsor or partner to determine how you can meet each other’s needs.

Bonus: Double Event Donations with Matching Gifts

As a nonprofit fundraiser, you’re surely looking to get the biggest bang for your buck with your upcoming golf event. Fortunately, integrating employee matching gifts into your overall fundraising strategy can go a long way. And there are a few key ways to do so. These include:

  • Matching event donations — Any gifts contributed above and beyond an event ticket cost or registration fee can typically be matched by individuals’ employers as usual. Just let your donors know that they should complete the matching gift request process for their company. You can even use a matching gift database like Double the Donation to supply supporters with employer-specific submission forms, guidelines, and more.
  • Matching the tax-deductible portion of event tickets — The cost of an event ticket or registration fee might be match-eligible, too! However, this process may be a bit more nuanced depending on the individual’s employing company. While the donation portion of the transaction (which is also the tax-deductible amount) will likely qualify for a match, the event’s fair market value will typically need to be deducted from the payment total.

Matching gifts for charity golf tournaments

Corporate matching gifts not only supply nonprofits and their events with an additional source of fundraising revenue, but they also incentivize greater individual generosity. In fact, Double the Donation studies indicate that 84% of donors are more likely to give if a match is offered (resulting in a 71% increase in response rate). At the same time, 1 in 3 donors would give a larger gift if a match were available, leading to a 51% increase in average gift size.

In other words, incorporating matching gifts is one of the best ways to supercharge your efforts and bring your fundraising event success to new heights.

Wrapping Up

Once you have a date and location locked in for your charity golf tournament, you’ll want to start planning your marketing efforts so you can start gaining traction as soon as possible. Your planning team should play a crucial role in marketing your golf tournament. You might even appoint someone to take charge of marketing efforts to ensure campaigns are moving forward. A robust marketing campaign is critical to the success of your golf tournament.

Uncover how to double donations for your nonprofit in our guide to matching gifts. Download now!

An illustration of two men shaking hands with the title of this article overlaid, Principal Gift Fundraising: Securing Transformational Gifts"

Principal Gift Fundraising: Securing Transformational Gifts

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Nonprofits thrive on the support of major donors. The most major of the major gifts a nonprofit might receive are called principal gifts.

Principal gifts bring transformational benefits and drive incredible impact, growing organizations’ capacities to run programs, serve constituents, and make a difference. They’re elusive but achievable when you have an intentional strategy to identify and secure them.

What’s a Principal Gift?

Simply put, a principal gift is a large donation made to a nonprofit by a major donor.

Nonprofits commonly consider principal gifts to be worth $1 million or more, but it’s important to remember that their exact value is relative to the size of an organization’s average gifts. You can define a rough range for major giving for your organization by identifying your top 25 or so gifts received within the past five years and determining the median of this range. This number can serve as a minimum for defining major gifts. Principal gifts would fall at the very top of (or far above) this range.

How to determine your nonprofit's ranges for major and principal gifts.

So how do you snag a principal gift? What background knowledge and strategies do you need to succeed and start transforming your organization?

In this crash course, we’ll take a closer look at principal gifts, how to pursue them, and other ways to maximize the value of your development efforts through tactics like corporate philanthropy.

Learn how matching gifts can support donor journeys, from the grassroots to principal levels.

 

Understanding Principal Gift Fundraising

Before you can begin laying out a principal gift fundraising strategy, you’ll need to understand some important context.

Principal gifts vs. major gifts: What’s the difference?

A principal gift is a major gift, but a major gift is not necessarily a principal gift.

As explained above, your organization’s definition of a major gift is highly relative to your donor base and average fundraising data. A principal gift is simply a large gift at the top of or above that range of major giving.

Nonprofits pursue major and principal gifts using similar tactics but note that principal gifts have an especially long lifecycle. The larger the gift, the more discussions, care, and due diligence that go into the process. This is also true because principal gifts can generate significant publicity when given by high-profile philanthropists. Options should be weighed carefully before nonprofits and principal donors make public “investments” in one another and link their images.

You may also encounter the term lead gift. These are also large major gifts, but they’re received specifically in the context of major fundraising campaigns. A capital campaign’s fundraising goal, for example, is traditionally topped by a large lead gift, followed by a couple of smaller (but still major) gifts, and then more and smaller gifts down the line in a pyramid structure. This approach is highly efficient, allowing nonprofits to focus first on the handful of highest-impact gifts that will push the campaign the furthest forward.

Who gives principal gifts?

Major donors give principal gifts to nonprofits.

Sometimes, but not always, these donors are high-profile, high-wealth philanthropists—think Mackenzie Scott making waves in the nonprofit world with a new mega-gift. This situation is often what nonprofits imagine when they hear the term “principal gift.”

But again, it’s important to remember that the value of major gifts is relative and that no two donors are alike. What they do have in common is the capacity and inclination to give major gifts, whatever that might mean for your organization.

If you’ve taken concrete steps to invest in prospect research and major gift fundraising, there’s a good chance you’re already in touch with (or in the orbit of) a potential principal gift donor for your organization’s major giving range.

How are principal gifts usually given?

Principal gifts are not usually given out of cash but rather from saved assets (or a mix of cash and assets).

These non-cash assets often include:

  • Real estate
  • Stocks and other tradable securities
  • In-kind gifts of valuables like jewelry or art
  • Grants from donor-advised funds (DAFs)
  • Planned gifts like trusts and annuities
  • Cryptocurrency

When you pursue large donations, it’s important to be flexible in the types of gifts you can accept. Wealthy donors often prefer to give from saved assets rather than from liquid cash, not only because this won’t affect their day-to-day finances but also for the unique tax benefits that different non-cash gifts can bring. We’ll explore this best practice in greater detail below.

How do nonprofits pursue these gifts?

Nonprofits pursue principal gifts as part of their development programs, typically overseen by a dedicated staff member.

Nonprofit development provides the core structure and processes for principal gift fundraising. Having a development approach in place is generally a prerequisite for success. (Keep in mind, though, that even small shops succeed with development with the right tools and prioritization tactics!)

The fundraising strategies used for principal gifts are similar to those for other major gifts but heightened in intensity. One-on-one engagement is even more important for principal gift fundraising, for example. Other best practices take increased emphasis, as well, like the importance of networking in the prospect identification process.

Learn how matching gifts can support donor journeys, from the grassroots to principal levels.

How to Build a Principal Gift Fundraising Program: 10 Key Steps

So you’re ready to get serious about pursuing and securing principal gifts for your nonprofit. How do you build a program to support that goal? We break it down into the following key steps:

The steps for building a principal gift fundraising program, detailed in the text below

1. Understand principal donor motivations.

First, take the time to understand why principal donors give such large gifts. As with other major donations, these gifts are motivated by a range of different personal reasons. These might include:

  • The simple desire to give back
  • Giving back to a personally meaningful cause or institution
  • Tapping into significant tax benefits
  • Simplifying estate and financial plans with bequests and in-kind donations of property
  • Public recognition for personal brand-building

Always keep in mind that philanthropists give strategically—of course, they choose to give to the specific causes and organizations that matter to them, but additional motivations usually come into play. Understand these and you can better align your own goals with those of your prospects.

2. Audit your existing development practices.

Principal gift fundraising occurs as part of your other development practices. Review your current processes for major gift fundraising, planned giving, and other high-impact or nontraditional forms of one-on-one fundraising. Consider the entire major donor lifecycle and the steps, tools, and best practices you use at each stage. These include:

  • Prospect research and wealth screening
  • Prospect qualification
  • Gift cultivation and your messaging during this process
  • Your solicitation strategies
  • Your stewardship strategies and cadences
  • Your nonprofit’s gift acceptance policy (create one if needed!)

Pay extra attention to the logistical processes that drive this lifecycle, especially moves management and your CRM practices. You’ll rely on these for principal gift fundraising just as you do for other giving programs.

Ideally, you’ll have data to refer to. Check out your historical performance with major gifts. Is your prospect pipeline consistently full or running low? Are there stages in the lifecycle where many prospects seem to drop off? Are your qualification criteria appropriate and up-to-date?

Identify potential improvements and make them (and/or consider how you’ll adjust them for principal gifts).

3. Screen your database and research connections.

Next, you’ll begin identifying your first principal gift prospects.

Look to your existing base of support. A pre-existing relationship with your nonprofit is one of the most reliable indicators of giving likelihood. Run a wealth screening to find those donors and contacts with the means to give a gift in the upper half or so of your nonprofit’s defined range for major gifts.

It’s normal in major and principal gift fundraising to branch outside of your direct contacts to find prospects, as well. However, this doesn’t mean cold-calling individuals in your community who you know to be wealthy. Existing, organic connections will yield the best results. Look to your current major donors and consider what you know or could find out about:

  • Their families, friends, and community ties
  • Their careers, colleagues, and employers
  • Past nonprofits they’ve given to or volunteered for

Local histories, publications, social media (especially LinkedIn), the annual reports of other nonprofits, and more are all viable research routes. And remember, if you have strong working relationships with any major donors, don’t be afraid to just ask. Set up a call or lunch to let them know your organization is seeking more high-impact support. Do they have any friends, family, or colleagues who’d also be interested in your mission?

4. Map out your relationships with major donors.

Review everything you’ve learned from researching top prospects and their connections. Then, map it out.

A relationship map that a nonprofit might use for finding connections between major donors.

This might mean using a notebook or simple design tool to literally draw connections between your contacts and individuals you’d like to meet—whatever works! You’ll likely be surprised to find that many high-impact donors move in similar social circles, especially in smaller communities.

Visually look for connections and correlate them to your research insights. This process can yield some valuable results. For example, you might find several connections from existing donors pointing to one individual in the community. This person might be a prime candidate for outreach because of the organic personal or professional connections that you already have with them.

5. Review your donor qualification criteria.

Before finalizing a list of prospects, you need to qualify and prioritize them. Principal gift fundraising is highly time-intensive and requires one-on-one communication over extended periods. You’ll need to have a plan to spend your time wisely, that is, by focusing first on those most likely to give.

Qualification is the process of defining the characteristics of a strong giving prospect and using them to update your prospect lists for more efficient and targeted outreach. Qualification criteria can include:

  • Certain giving capacities (shaped by your organization’s definition of major gifts)
  • Stock ownership
  • Property ownership
  • Active engagement with your nonprofit
  • Active engagement with other nonprofits
  • Demonstrated interest in or personal connection to your cause
  • Direct, second-degree, third-degree, etc. connection to your nonprofit
  • Personal vs. professional indirect connections

Note that some criteria can (and often should) be weighted more heavily than others. Existing direct connections with your nonprofit should be prioritized over indirect connections, or you may learn over time that personal indirect connections are better indicators than professional ones.

Not every prospect will check every box, but this approach does allow you to tackle the prioritization process in a standardized, easily repeatable way. Many fundraising experts recommend making qualification a recurring activity for your development team to ensure continued effectiveness—Graham-Pelton’s donor qualification guide lays out why and how to do this.

You should also keep your qualification criteria up-to-date over time, and create different variations of them for different giving programs. For example, while principal gift donors, major donors, and planned gift donors might share some common characteristics, these are not perfectly overlapping groups. Qualification makes it easy to build in a more targeted approach from the very start.

6. Build a preliminary list of principal giving prospects.

Next, use your qualification criteria to screen the list of donors and prospects you identified in Steps 3 and 4.

Rank them according to your criteria, and you’ll have a handy, easy-to-use shortlist of your very top prospects.

7. Develop outreach strategies.

Now you can begin thinking about how you’ll get in touch with your prospects. Consider these tips:

  • Review known communication preferences of existing contacts.
  • Look back at previous conversations with existing contacts to refresh yourself on their personal life developments, career changes, etc., and use these to begin new conversations.
  • Ask your existing contacts for introductions to new prospects based on the mapping exercise in Step 4.
  • Create or update your nonprofit’s general case for support.
  • Create more context-specific cases for support if needed. For example, if you’re seeking a lead or principal gift as part of a major fundraising campaign, you’ll need talking points tailored to the campaign’s objectives.
  • Prepare some preliminary shareable resources like your annual report, one-pagers, and brochures about your nonprofit and its impact. You likely won’t need these until you’re closer to actually soliciting a gift, but it doesn’t hurt to be prepared.

With these tips in mind, take a closer look at everything you’ve learned about each prospect and conduct more research if needed. Use this information to lay out personalized outreach strategies for each individual.

8. Start reaching out to build relationships.

Begin reaching out! Work your way down your shortlist of prospects, starting conversations, having calls and meetings, and introducing them to your organization, its work, and its needs.

During this stage, take your time and follow standard gift cultivation best practices that you follow for other major gifts.

Take an interest in your prospects’ personal and professional lives, and work to show them how a partnership would drive impact in the community. Remember that gifts of any size can be restricted or unrestricted—if a prospect shows interest in one particular program or service that your nonprofit runs, lean into it.

You should also seek to learn more about your prospects’ giving motivations so that you can best tailor your eventual solicitations. For example, a wealthy middle-aged prospect might be nearing retirement age and interested in financial planning. You could explain to him or her that various types of planned gifts can actually provide donors with regular income payments while reducing their tax bills, making these arrangements ideal vehicles for principal donations.

9. Double down on moves management and record-keeping.

Throughout the cultivation and solicitation processes, keep close track of your touchpoints with prospects. Organized moves management is essential.

Use your CRM to record each touchpoint, add notes, and tag it with the appropriate prospect. This will take all the guesswork out of preparing for your next conversation and determining the right time to make the ask.

Check out our introduction to moves management for a quick overview of this process.

And aside from tracking your interactions with prospects, be prepared to handle other logistics once you make a successful solicitation. Finalizing a principal gift will involve working closely with the donor and perhaps their (and your) lawyer to hash out the details, especially for non-cash gifts that require legal transfers of ownership or other arrangements. Keeping tidy records of your organization’s finances is always important, and you’ll need to have crystal-clear records of your principal gifts.

10. Prioritize engagement and stewardship.

As you build relationships with principal gift prospects, introduce your giving programs, and lay out compelling cases for support, you’ll hopefully soon successfully solicit your biggest donation yet. Thank your donor, work out the fine print, thank them again, and begin facilitating the donation.

What next?

Ongoing engagement and stewardship are already important for your major donors—doubly so for principal gift donors. They are extremely valuable partners for your mission. You should have a plan to:

  • Stay in touch and aware of developments in their lives
  • Keep them up-to-date on the progress of your work and any specific campaigns or programs they funded
  • Offer ongoing opportunities to get involved with event invites, personal meetings, tours, and more
  • Offer new giving options over time that you think they may be interested in

By maintaining and growing your relationships with key supporters over time, you’ll retain their support, secure additional gifts in the future, and build a stellar reputation for your nonprofit. Who wouldn’t want to be known as an organization that inspires transformational gifts and fosters a thriving community?

 

Learn more about the essentials of donor stewardship

 

How to Make the Most of Your Development Strategies

You’ve built effective development strategies and are well on your way to securing a principal gift that will take your work to the next level. Your prospect pipeline is humming along, and everyone’s excited to drive your nonprofit’s goals forward. What next?

Stay on the lookout for ways to maximize the impact of your development work. There are all kinds of ways you can generate more value through your giving programs. For example:

1. Promote matching gifts, volunteer grants, and payroll giving. These employer-offered CSR perks are effortless ways to boost the value of your donations. Ask your donors (at all giving levels) to check their eligibility, or research it for them. Nonprofits’ board members are also often significant donors—don’t forget that their board service might qualify for volunteer grants through their employers, as well!

Double the Donation streamlines the entire process for you and creates easy value-adds up and down your donor pyramid. Learn more or request a demo to see our platform in action. For more information on how the platform works, check out this video:

2. Provide flexible giving options. As mentioned above, major and principal donors often like to give from assets rather than cash for numerous reasons. Be prepared to offer and discuss these giving options. Making it easy to give in a preferred way almost guarantees that you’ll raise more in the long run. Look for tools that simplify the process of accepting stock donations, gifts crypto, donor-advised fund grants, and more as needed.

3. Monitor federal and state tax changes. Tax incentives are powerful motivators for donors when large gifts are involved. Stay aware of developments at the federal and state levels so that you can have productive conversations with prospects. Help them understand the potential benefits of donating (but don’t give explicit financial advice—leave that to the financial and legal professionals).

4. Suggest gift-matching challenges to your top donors. Planning a new major fundraising campaign or giving day? Try asking a longtime major donor to offer a unique gift-matching challenge! This involves your major donor matching all gifts made to your organization within a specific timeframe, and it can be an easy way to supercharge your fundraising results in a short time. Plus, it’s an easy way to engage your major donor with a serious opportunity to drive impact.

5. Research further funding connections and opportunities. Keep researching your donors’ and prospects’ connections over time. Major supporters who are philanthropically active might have connections with foundations that you can tap into to get your foot in the door for new grant funding. Wealthy individuals might even eventually form their own private or family foundations—make sure your nonprofit is a preferred partner right from the start.

Learn how matching gifts can support donor journeys, from the grassroots to principal levels.

Additional Considerations of Principal Gift Fundraising

Principal gift fundraising can completely transform your nonprofit’s ability to pursue its mission. But it also comes with unique challenges and considerations to keep in mind:

  • By forging such a big partnership with an individual, you link your organization’s image with theirs. Consider their reputation, the publicity that an announced gift will generate, and whether you can (or want to) honor any restrictions that a donor places on their gift. You can turn down a gift in the best long-term interest of your mission. Think carefully about these factors long before soliciting a gift. Reference your gift acceptance policies, and create them now if you haven’t yet.
  • Prepare for the logistics of accepting non-cash gifts. You may need to liquidate stock, work with attorneys and accountants to make arrangements for complex planned gifts, or even handle accepting gifts of real estate. Consider these processes in advance and be prepared to invest in new tools, hire external professionals, and expand your bookkeeping practices as needed.

It’s also recommended to look for ways over time to build more business connections as your organization grows. By integrating corporate philanthropy into your development strategies, you can build extremely fruitful and resilient revenue sources for your nonprofit. Ask your major and principal donors about their careers. Learn more about their employers. Use your existing relationships to springboard new corporate partnerships or sponsorships—the sky’s the limit!

New to corporate philanthropy? Here’s the complete playbook.

Despite its nuances and unique considerations, principal gift fundraising is easily the highest-impact form of fundraising that a nonprofit can conduct.

Understand its distinctions and why major donors choose to give. Build and improve upon your existing development strategies, and focus heavily on research and preparation. With the right plan in place and plenty of time to build relationships, you’ll be on your way to securing a transformational gift.

Want to learn more? Take a deeper dive with these related resources:

Matching gift automation can improve all your donor journeys, from the grassroots to the major donor levels.

Learn how your business can leverage the pyramid of corporate social responsibility in this guide.

Pyramid of Corporate Social Responsibility: Go Beyond Profit

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As a leader at your company, you’ve likely heard about the widespread movement toward more socially responsible business practices. With 65% of Fortune 500 companies offering matching gift programs, corporate social responsibility (CSR) is becoming increasingly common. In fact, 93% of employees believe that companies should lead with purpose through these programs.

However, starting a CSR program at your business can be challenging. For example, how do you know how to balance priorities like your profits with social good initiatives like corporate volunteer programs? Frameworks like the pyramid of corporate social responsibility can help you navigate these decisions.

We’ll break down what the CSR pyramid is and explore the ways your business can use it in practice. Let’s get started!

Explore how matching gifts can make running your CSR program a breeze.

What is the pyramid of corporate social responsibility?

Corporate social responsibility (CSR) is a company’s commitment to social good through philanthropy and employing sustainable and ethical business practices. Socially responsible businesses aim to have a net positive impact on the world.

CSR strategies like implementing workplace giving programs and building partnerships with nonprofit organizations can also benefit your business by enhancing your reputation, attracting top talent, and boosting customer and employee loyalty.

The pyramid of corporate social responsibility is a framework depicting the importance of four key CSR dimensions: economic, legal, ethical, and philanthropic. This model was created by Professor Archie Carroll in 1991 as a way to visualize his four-part definition of CSR. The pyramid reveals the building blocks that businesses can use to become responsible in all four areas, rather than prioritizing profits alone.

The 4 Levels of the CSR Pyramid

These are the four components of the pyramid of corporate social responsibility (explored in text below).

The CSR pyramid has four tiers of social responsibilities, including:

  • Economic responsibilities: This is the lowest level of the pyramid. In order to achieve success in the other three areas, your business must be profitable and financially stable. However, profitability should not come at the expense of other responsibilities, such as ethics.
  • Legal responsibilities: While economic responsibilities are key for providing a strong foundation for these other efforts, legal responsibilities could be considered the most important. This involved complying with all relevant laws and regulations to ensure the business is conducting its operations fairly.
  • Ethical responsibilities: This refers to doing the right thing and following ethical norms to fill in any gaps or ambiguities in the law. Similar to the legal layer, the purpose of being an ethical business is to operate fairly and avoid causing harm.
  • Philanthropic responsibilities: The final level of the pyramid includes the voluntary responsibilities that businesses take part in to go above and beyond, such as donating to a nonprofit. While businesses are not legally obligated to participate in these activities, employees are coming to expect it. For example, 60% of employees say that it’s imperative their employer offers matching gifts.

Carroll used a pyramid for this framework to highlight the importance of each facet of CSR and the order in which companies should implement changes. For example, because your business’s profitability is the foundation of the pyramid, you’ll need to make sure this area is sound before moving on to your legal responsibilities.

How can businesses use the pyramid of corporate social responsibility?

While the pyramid does a good job of transforming an abstract concept into a clear visual, it doesn’t provide instruction on the practical ways to implement these ideas at your business.

To fill in the gaps, we’ll break down  some of the ways you can use the pyramid to improve your operations and explore  examples from real companies:

Level 1: Economic Responsibilities

This is the definition and examples of a company’s economic responsibilities according to the CSR pyramid.

If your business cannot sustain a profit, then it will eventually have to shut down. Clearly, this would prevent you from taking part in philanthropic activities and being an ethical employer. Your company also wouldn’t be able to offer jobs to its community or provide valuable goods and services to customers.

However, it’s important to be ethical in your pursuit of profit. While working with the cheapest manufacturer to fabricate your product might increase your profits, for example, that manufacturer may be exploiting its workers in the process.

Ensure you’re meeting your economic responsibilities in ethical ways by:

  • Providing a positive, safe, and engaging work environment for your employees.
  • Offering fair, living wages and benefits to employees.
  • Creating high-quality products and services.
  • Prioritizing customers’ safety and satisfaction.
  • Remaining transparent about your business practices, finances, and motives.

Economically Responsible Company: Patagonia

Patagonia is a California-based clothing retailer that specializes in outdoor recreation apparel. Patagonia aims to make changes by implementing environmental and animal welfare responsibility programs that guide how the brand produces its products. Additionally, the company maintains transparency about where its facilities are located and strives to produce products under safe and humane working conditions.

These measures help Patagonia make a profit and remain economically responsible. The company is valued at about $3 billion and brings in about $100 million in revenue each year. Sales have steadily increased over the last decade, proving that sustainable businesses can be successful.

Level 2: Legal Responsibilities

This is the definition and examples of a company’s legal responsibilities according to the CSR pyramid.

Following all of the laws and regulations that apply to your business helps ensure that your company is operating fairly and not causing any harm. This can protect your business from legal implications like fines, and it is an indicator to employees and customers that you are a trustworthy organization with integrity.

While it’s best to get lawyers, accountants, and other professionals involved when it comes to legal issues, a good starting point is to make sure your company is complying with:

  • Employment laws
  • Health and safety regulations (e.g., OSHA)
  • Tax regulations
  • Environmental laws

Legally Responsible Company: Moleskine

Moleskine is an Italian company that manufactures paper goods, such as planners, notebooks, writing tools, and bags. Because its products are made from trees, Moleskine is subject to additional environmental regulations.

Moleskine meets these regulations and goes above and beyond to protect the planet. Not only does the company donate and recycle unsellable products, but they have been Forest Stewardship Council (FSC) Certified since 2008. This indicates that the business follows relevant environmental regulations for forests and commits to nurturing, restoring, and protecting forests.  

Level 3: Ethical Responsibilities

This is the definition and examples of a company’s ethical responsibilities according to the CSR pyramid.

Being ethically responsible means doing the right thing even if you aren’t legally obligated to. For example, your business might implement hybrid schedules that increase sustainability by limiting how often employees need to drive to the office. Plus, initiatives like this one can boost employee engagement and retention by enhancing work-life balance.

Additionally, your business can pursue certifications to guide your decisions and signal that you are an ethical organization, including:

These are logos from popular ethical business certifications.

  • B Corps Certification: This designation is extended to businesses that demonstrate high social and environmental performance, make a legal commitment to prioritize ethics (e.g., adjusting the corporate governance structure to be accountable to all stakeholders), and exhibit exceptional transparency. B Corps you may have heard of include Patagonia, Ben & Jerry’s, and TOMS.
  • Fair trade certifications: These apply to items like food, drink, housewares, and apparel. Companies are held to fair labor standards such as providing a sustainable income and practicing environmental stewardship. Popular certifications include Fair Trade USA Certified and Fairtrade International.
  • Animal welfare certifications: These certifications are concerned with the treatment of animals in the manufacturing process. Some certify that the products did not test on animals while others confirm that products are free of any animal products (e.g., vegan leather or almond milk). Widely used certifications include Leaping Bunny, PETA, and Vegan.org.

Ethically Responsible Company: Ben & Jerry’s

Ben & Jerry’s is a Vermont-based ice cream company. The business has been dedicated to supporting progressive causes and operating sustainably and fairly for decades, following core values such as human rights and dignity, social and economic justice, and environmental protection. In their own words, they strive to be “a social justice company that makes ice cream.”

In addition to being a Certified B Corporation, Ben & Jerry’s shows its commitment to ethics in almost every aspect of its operations. The company supports supplier diversity, helps farmers thrive through organizations like Fairtrade International, and believes in animal welfare. Ben & Jerry’s also works to protect the environment by reducing its carbon footprint, running energy-efficient freezers, and using FSC-certified paper packaging.

Level 4: Philanthropic Responsibilities

This is the definition and examples of a company’s philanthropic responsibilities according to the CSR pyramid.

Finally, your business should focus on driving change through philanthropy. There are many ways to contribute to charitable causes and issues that your business and employees are passionate about. Choose initiatives based on the time and resources you have available along with your CSR goals. For instance, if you aim to increase employee engagement with your CSR programs, opt for philanthropy initiatives that put employees in the driver’s seat.

Some popular CSR programs include:

  • Matching gifts: Through these programs, employers offer to match the donations their employees make to charitable organizations. For example, if one of your employees donates $100 to a local nonprofit, your company would match that donation with an additional $100. This way, employees can double their impact without needing to give more. Many of the most successful companies in the world have matching gift programs, including Microsoft, Coca-Cola, and Disney.
  • Corporate volunteerism: With a corporate volunteer program, your company will coordinate with a nonprofit to have your employees volunteer with the organization. For example, you might have optional volunteer hours for employees over the weekends. Or, you can set up company-wide volunteer days where employees can choose to spend the whole day volunteering.
  • Volunteer grants: Volunteer grants, sometimes called Dollars for Doers programs, allow employees to turn the time they spend volunteering into more money for the nonprofits they support. Some companies give donations based on an hourly rate (e.g., $20 per hour volunteered) while others give a flat amount once employees pass a certain hours threshold (e.g., $500 once the employee reaches 20 volunteer hours).
  • Corporate grants and sponsorships: Corporate grants supply nonprofits with the funding they need for a specific project or initiative. When awarding grants, you have more control over what the funding will be used for. Additionally, you may offer corporate sponsorships. These tend to be more informal than a grant and might fund things like fundraising events.

Philanthropically Responsible Company: TOMS

TOMS is a California-based company that designs and manufactures shoes, eyewear, and other apparel. The company gained acclaim for its pledge to donate one pair of shoes to someone in need for every pair sold. While TOMS has since phased out this initiative, it continues to focus strongly on philanthropic activities.

Like Ben & Jerry’s, TOMS is a Certified B Corporation that meets high standards of social and environmental performance, transparency, and accountability. The business focuses its efforts on causes like mental health and increasing access to opportunity. Notably, TOMS invests one-third of its profits for grassroots good to drive sustainable change for community organizations. 

Learn more about matching gifts to see how your business can boost the impact of its CSR initiatives.

What are some challenges of implementing the CSR pyramid framework?

As with any academic theory, there are some criticisms of Carroll’s CSR pyramid. Some critics point out that the pyramid doesn’t show businesses how to approach conflicting obligations (e.g., choosing an unethical supplier for the sake of profits). Others argue that the pyramid should place more weight on ethics in general, particularly for global companies that employ workers across regions with varying levels of labor and environmental regulation.

However, it’s worth noting that many companies face negative backlash from neglecting ethics—this backlash ultimately impacts their bottom line. When Rhianna’s Savage x Fenty clothing brand received an abysmal ethics rating of 4 out of 125, fans of the star and her brands were shocked. The company’s reputation was harmed, and many loyal customers expressed hesitation over shopping from the business again.

Additionally, keep in mind that the CSR pyramid is just one framework that businesses can use to structure their CSR efforts. For example, some companies choose to follow the 3 Ps model instead. This idea falls under the Triple Bottom Line (TBL) theory and posits that companies should work on the following bottom lines simultaneously: profit, people, and planet. Ultimately, you’ll need to select a framework that aligns with your business’s current situation and resources.

Wrapping Up

The pyramid of corporate social responsibility reveals your organization’s core responsibilities to its community and how CSR fits into your operations. With this understanding, you can better allocate resources toward more sustainable, ethical practices. Additionally, you’ll make strides toward a more streamlined and effective CSR program, allowing you to make a bigger impact on your community.

To continue optimizing your CSR initiatives and getting employees involved, check out these additional resources:

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