The nonprofit sector is highly dynamic, and whether it’s philanthropy or marketing, everyone wants to know what’s the next big thing. While no nonprofit can predict the future, and sudden world events, economic shifts, and technological advancements can suddenly rock the boat, nonprofits that do see what’s coming are better prepared to navigate challenges and act on opportunities.

In this guide, we’ll explore upcoming changes we believe 2024 will bring, evidence for our predictions, and what we believe is here to stay. Let’s get started!

Change: AI Technology Takeover

The buzzword of 2024 is AI. In 2023, ChatGPT saw faster growth than TikTok, and this success prompted technological giants like Microsoft, Google, and Apple to invest heavily into their own AI tools, kicking off the AI arms race we see today.

While there have been some hiccups in recent launches of AI tools, there is little question that AI is set to impact nearly every sector, including nonprofits.

Why We Think It’ll Happen

Along with the investments from major players in technology, there is a clear sign that AI has potential staying power in the nonprofit world: convenience. Nonprofits are regularly stuck trying to figure out how to do more with less, and AI may be the speedy, cost-effective solution many organizations have been looking for.

Plus, AI has multiple functions, some of which have been part of popular nonprofit technology solutions, like prospect screening software, for some time now. Specifically, there are two types of AI to be aware of: generative and predictive.

• Generative. Tools like ChatGPT that are trained on databases and use that information to generate content are generative AI. These AI write emails, create illustrations, and compose music. Some nonprofit technology vendors have rolled out new generative AI solutions to help with tasks like donor communications.
• Predictive. AI that analyzes datasets for trends and patterns to predict future outcomes is predictive AI. These have long existed in the nonprofit space and have helped countless nonprofits predict donor behavior, identify major giving prospects, and improve fundraising.

Along with AI, automation in general is on the rise in nonprofit technology. For example, you might assume the matching gift process as it currently stands is already as optimized as possible, but recent advances in matching gift software, such as auto-submission, have streamlined it to the point where all donors need to do to submit a matching gift request is click a button.

To learn more about matching gifts, check out this video from our team at Double the Donation:

Staying the Same: Hybrid Work

AI hasn’t completely replaced humans, and nonprofits still need to retain and invest in their teams to find success. The question of how to create work environments employees want has also already been answered since 2020 with 9 in 10 employees preferring hybrid work.

When implemented well, hybrid work is a win for employees who appreciate the flexibility and a win for employers who can appreciate the cost savings in renting office space. However, it’s also possible for hybrid teams to become disconnected, suffer from delays in communication, and experience work-life balance breakdowns.

A few ways you can continue maintaining a positive hybrid work experience include:

• Showing appreciation. Employees who feel appreciated are more likely to stick around, whether they’re in the office or at home. Because you can’t see your team’s efforts in person, consider implementing a peer-to-peer recognition strategy. Rather than only managers recognizing their teams, employees can recognize each other in this system. This means more of your team is on the lookout for those going above and beyond, so more team members are recognized for their hard work. For example, you might send out eCards applauding employees who demonstrate your organization’s values.

• Hosting cultural events. The hybrid environment can sacrifice a sense of workplace culture and camaraderie. Solve this issue by hosting accessible cultural events, such as virtual events and in-person activities on days when you know several team members are coming into the office. Consider promoting events in advance to encourage team members to work from the office on the same day and connect with one another.

• Sharing work-life balance tips. For those just entering the workforce or experiencing hybrid work for the first time, it can be easy to feel like you’re at work all the time. Help these team members by creating a cheat sheet for how to work well at home, such as setting up a designated work space, limiting distractions, and establishing clear on-the-clock hours.

When it comes to implementing hybrid work, consider what tasks at your nonprofit can be successfully done remotely, what tasks benefit from an in-office environment, and how you can provide flexibility. For example, you might require all employees to come into the office at least two days a week but let them choose which days.

Change: Increased Focus on Donor Acquisition

The total number of donors is down. In 2000, approximately 66% of U.S. households gave to charity, and in 2024, it has dipped to just below 50%.

This has been linked to several factors, such as decreases in church attendance logically leading to decreases in giving to religious organizations, as well as economic uncertainty causing donors of all economic levels to tighten their belts.

In reaction to this news, nonprofits everywhere are sounding the alarm. The coming years are also expected to mark a changeover in which generations are primary donors—switching from Boomers and Gen X to Millenials and Gen Z—and many nonprofits are scrambling to find ways to engage these donors.

Why We Think It’ll Happen

Ultimately, this development means nonprofits everywhere are brainstorming ways to improve donor acquisition and engagement.

Primarily, these efforts are likely to focus on mid-level donors, who are the main group nonprofits feel this change is impacting. Mid-level donors are the everyday supporters whose donations aren’t breaking records, but together, their contributions add up to make a significant difference for nonprofits, especially those with few major donors.

With the talk around donor acquisition, a few ideas that have emerged include:

• Local community building. Ultimately, your local community is your biggest fan. Establish a strong base of supporters by building connections with potential donors who see your nonprofit in action. Invite them to office and project tours, host local events, and tailor your marketing strategy to local donors.
• Highly personalized content. Gen Z grew up with a heavily algorithm-based internet, and many of these new donors feel put off by generic messaging strategies. Pay attention to your donors’ interests to share personalized content these donors are likely to engage with.
• Low-cost support options. With a decrease in giving due to economic concerns, nonprofits want mid and low-level donors to help out without worrying about their own finances. For example, many matching gift programs will match gifts as low as $25, meaning supporters can double their modest donations at no additional cost.

If your nonprofit is likely to acquire new donors, consider your current audience. What platforms do they use? Do those platforms still exist? Would your donors be willing to network on your behalf? Why or why not? Consider whether you should look for more supporters like the ones you currently have or if you need to pivot your strategy to reach new audiences entirely.

Staying the Same: Focus on Major Donors

Reports from fundraising initiatives like GivingTuesday indicate that the total number of donors is decreasing but the total amount donated is staying relatively the same. This means that fewer donors are giving overall, but those who donate are doing so in higher amounts.

As such, major donors, who have always been incredibly important to nonprofits, are now even more important than before. If you have yet to start a major donor program, a few steps you can take include:

• Investing in prospect research tools. Major giving programs need to know which donors have the potential to become major donors and of those prospects, which ones are the most likely to actually do so. Wealth screening and prospect research tools can help you evaluate your donor base and make strategic decisions about how to allocate your resources.

• Assessing your network. Does your nonprofit already know any prospective major donors? Or do you know someone who may know a potential major donor? One of the first places you should look when searching your network for major donors is your board. Ask them to reach out to friends and family to fundraise on your behalf and facilitate introductions.

• Training major gift officers. Major gifts are such an essential part of nonprofit funding that many organizations have entire teams dedicated exclusively to stewarding major donors. Talk with your fundraising team to see if any members are interested in training or adapting their skill sets to focus on major donor outreach and cultivation.

Remember that focusing on major donors and acquiring new donors should not be an either/or situation. With limited resources, you may be able to only focus on one of these initiatives at a time. However, think of each as an investment in your nonprofit’s future fundraising capabilities and plan to expand in both directions when time and resources allow.

Change: Politicization of Nonprofits

Part of being a 501(c)(3) organization and soliciting donations requires having a nonpartisan cause. While nonprofits can participate in advocacy campaigns, they are barred from endorsing specific political candidates or parties.

That being said, politicization of nonprofit causes appears to be happening whether nonprofits like it or not. From backlashes to environmental efforts and DEI initiatives, nonprofits now need to walk a careful line of remaining nonpartisan in an increasingly partisan world.

Why We Think It’ll Happen

Like with AI, the writing is on the wall when it comes to increasing political divisions. Some nonprofits, like charity: water, have taken a tongue-in-cheek approach to this phenomenon and attempted to find common ground by insisting that everyone, regardless of political opinions, can agree with their cause of expanding clean water access.

Of course, many nonprofit professionals are nervous about alienating their supporter base, and even charity: water’s poll on hard-hitting questions like whether pineapple belongs on pizza is cited as brave by some philanthropic experts.

However, events are already in motion with a new lawsuit challenging the prohibition on nonprofits endorsing political candidates and a 2017 executive order protecting political speech. While as of today, nonprofits can and should still remain nonpartisan, charitable organizations also need to be realistic that the causes they champion—whether it’s education, artistic liberty, environmental protection, or healthcare—likely aren’t.

Staying the Same: Community-Based Support

As discussed, your local community is your nonprofit’s main base of support, and organic community-driven movements are also where real change starts. If you’re concerned about public support for your cause, shore up donors, volunteers, and partners in your hometown before panicking.

A few ways you can firmly establish your nonprofit in your community and earn local support include:

• Completing a needs assessments survey. To serve your community, you first should know what your community needs. Conduct a needs assessment survey to understand issues your community faces, why those issues exist, and what solutions are practical given your resources.
• Working with other local organizations. The more friends your nonprofit has in local businesses and other nonprofits, the more help you’ll have if you ever want to launch a major project, run into trouble, or want to expand. Try hosting corporate volunteer groups, launching join-projects with other nonprofits, and arranging mutually beneficial sponsorship opportunities.
• Participating in local advocacy. While fears about politicization are valid, your nonprofit can still influence local legislation. For example, you might raise awareness about new bills related to your cause or issues facing your community and ask supporters to call their local representatives.

Ultimately, politicization is an issue of today, but it’s also an issue of the future as nonprofits are still barred from participating in politics. Currently, your main focus should be on tailoring your marketing strategy to appeal to your donors’ values, rather than asking them to take a hard stance on anything other than supporting your cause.

Change: Working With Influencers

With the internet, individuals have diffused into niche communities. This has pros and cons for marketers. While it’s easier than ever to get your message out there, it’s also hard to advertise in spaces that have a large audience.

One solution nonprofits have found is influencer marketing. These micro-celebrities have audiences that revolve around them and their content. Nonprofits that partner with these online influencers can have their cause promoted directly to potential supporters from a source that their audience is highly likely to trust.

Why We Think It’ll Happen

With the explosion of TikTok, nonprofits overwhelmingly turned to influencer marketing in 2023 with approximately half of nonprofits working with influencers. Additionally, only 17% of these were paid partnerships, meaning the majority of this promotion was entirely free.

While the fate of TikTok is currently in question, influencer marketing has exploded on other platforms, particularly Instagram. Additionally, the size of these influencer audiences also varies widely as many nonprofits work with smaller influencers (some even with less than 10,000 followers). However, when it comes to influencer marketing, less is not necessarily worse, as these smaller audiences tend to be more targeted, and thus might have higher quality leads than in an audience twice as big.

Staying the Same: Peer-to-Peer Networking

Maybe your nonprofit lacks influencer connections, but you can still get passionate supporters to fundraise on your behalf with peer-to-peer networking.

While individual supporters may not have audiences as large as popular influencers, the principles behind influencer marketing also apply to peer-to-peer fundraisers. Namely, the majority of people trust word-of-mouth marketing above all other forms of marketing. This means that if someone you know and trust recommends a product or service, you’re far more likely to look into it than you would if only shown ads from that company.

This also applies to nonprofits. Rather than an organization they haven’t heard of before asking for a donation, new supporters are far more likely to respond positively to donation requests that come from friends and family.

A few ways you can launch an effective peer-to-peer campaign include:

• Investing in peer-to-peer software. Peer-to-peer software gives your peer-to-peer fundraisers the tools they need to collect donations and share their stories with friends and family. While various peer-to-peer software solutions have different tools, in general these platforms provide supporters with the ability to create custom donation pages. Supporters can add their personal stories to these donation pages, so their friends and family know they are donating specifically to them.
• Hosting a referral program. Create a program that encourages supporters to promote your cause to others. For example, Peace Wind America launched an eCard campaign on Father’s Day that encouraged supporters to send the father figures in their lives fun eCards that celebrate the holiday and draw attention to World Refugee Day.

• Recruiting peer-to-peer ambassadors. Many peer-to-peer campaigns allow anyone to sign up in order to get as many people fundraising for your nonprofit as possible. However, to give your campaign its best chance for success, you might also ask a few passionate, influential supporters in your community to consider becoming peer-to-peer ambassadors.

With donor numbers decreasing, influencer and peer-to-peer marketing are key ways to grab new donors’ attention. By leveraging these connections, you can get your foot in the door with their audiences and ramp up donor engagement efforts to retain some of these new supporters.

More Nonprofit Trends

While not every trend will hit your nonprofit, it’s worth taking precautions and making plans to act in the event that change does arrive on your doorstep. Keep an eye on developments in the nonprofit sector by reading nonprofit news sources and staying in touch with other nonprofit professionals.

To continue your research into developments in the nonprofit world, check out these resources:

• 8 Trends in Corporate Philanthropy for 2024: How to Tap In. Staying up to date on changes in philanthropic behavior can help your nonprofit better negotiate partnerships with businesses. Discover where corporate giving programs are headed in 2024.
• Must-Have Types of Nonprofit Software for Your Org in 2024. Software is advancing at a rapid pace. Learn what tools your nonprofit needs to keep up with the crowd.
• Matching Gift Databases: What Nonprofits Should Know in 2024. Exciting things are happening in the world of matching gifts. Explore how databases can power your nonprofit.

Corporate giving is a big deal for nonprofits. Giving USA’s latest report estimates that companies gave an incredible $29.48 billion to charities in the U.S. in just one year,  showing how generous businesses can be. Matching gifts are a special part of this, and these programs provide the easiest way to tap into that funding.

You can multiply your donors’ contributions just by having them fill out a simple form for their employers. However, a jaw-dropping $4-$7 billion in matching gift funds goes unclaimed every year. Charities have a huge chance to get more support, and we’re excited to shed some light on the basics of matching gifts.

What Are Matching Gifts?

Matching gifts are a type of philanthropy program where companies match donations their employees make to eligible nonprofits, effectively doubling the contribution to the charity. For example, if a Home Depot employee donates $50 to an eligible charity, the company will also donate $50, doubling the total contribution.

This workplace giving program not only amplifies the impact of the original donation but also encourages a culture of giving within the company, aligning corporate resources with employees’ charitable interests. It’s a win-win-win for companies, their employees, and nonprofits!

How Do Matching Donations Work?

When an employee donates to a nonprofit, they can submit a request with details about their gift to their employer, typically through an online portal. Then, the company reviews the donation against their program criteria. If the donation qualifies, the company makes an equivalent donation to the same organization. After receiving the matching donation, the nonprofit should acknowledge the individual donor and their employer.

Note that donation and eligibility requirements will vary depending on the company. When launching a matching gift program, a company will define specifics such as:

• Maximum Donation Amount: There’s usually an upper limit on the amount a company will match per employee annually. The average maximum match amount is currently $3,728.
• Minimum Donation Amount: This is the lowest donation amount a company will match. Some companies lower barriers to participation by setting very low donation amounts, such as $1 or $5. According to that same resource we just referenced, the average minimum match amount is $34.
• Match Ratio: The match ratio defines how much the company will contribute in relation to the employee’s donation. It’s commonly 1:1. Although it can vary, with some being as generous as 3:1 (AKA a $3 company match for every dollar) or more conservative like .5:1.
• Employee Eligibility: Companies often restrict employee eligibility to full-time employees, with some programs also extending to part-time staff, retirees, spouses, and board members.
• Nonprofit Eligibility: Companies specify which types of nonprofits qualify for matching gifts. Often, they state that 501(c)(3) charities are eligible, but they sometimes exclude certain categories, such as political or religious groups.

A matching gift database can help you quickly find these guidelines. You can easily search for specific companies where your donors work and pull up these criteria.

Benefits of Corporate Matching Gifts For Nonprofits

At its core, matching gifts amplify nonprofits’ fundraising revenue without requiring additional donations from supporters. Here are just some of the ways pursuing matching gifts can impact your nonprofit:

• Broadened Donor Base: Participation in matching gift programs can increase your nonprofit’s visibility among corporate employees, leading to more awareness and support. In fact, 84% of surveyed donors will donate if they’re match-eligible, making matching gifts a great donor acquisition strategy.
• Higher Donations: Knowing their gift will be matched, donors will feel encouraged to make larger donations than they might otherwise. 1 in 3 donors will give a larger donation than originally planned if a matching gift is offered.
• Stronger Corporate Ties: By engaging in matching gift programs, nonprofits can build and strengthen partnerships with companies, leading to further support and collaboration. Even if a company can’t offer a built-out program, they may be willing to set up a one-off matching gift program and only match donations to your organization.
• Improved Donor Retention: Donors who participate in matching gift programs are more likely to feel their contributions are valuable and may be more inclined to donate again in the future.

Best of all, companies are being more generous with matching gifts. Our research on corporate philanthropy trends found that more companies are matching donations at higher rates, lowering minimum donation amounts, and increasing maximum donation amount requirements. That means higher employee participation and more dollars for your nonprofit!

Benefits of Matching Gift Programs For Companies

Corporate giving is intended to be mutually beneficial. By understanding how these programs also impact companies, you can advocate for them when approaching your corporate partners. Here are some of the enticing reasons companies launch these programs:

• Better Corporate Image: Companies can improve their trust with consumers and employees by demonstrating a commitment to social responsibility.
• More Satisfied Employees: Workplace giving programs like corporate matching gifts show that a company cares about its employees’ values. Employees will be more likely to donate and contribute to a culture of giving within the company.
• Talent Acquisition: 77% of employees reported that “a sense of purpose” was part of the reason they selected their current employer. What’s more, 2 out of every 3 young employees won’t take a job at a company with poor CSR practices, so programs like matching gifts can help attract talent.
• Tax Benefits: Contributions made through matching gift programs are often tax-deductible, providing financial incentives for the company.

From improved brand reputation to happier employees, matching gift programs have many positive implications for companies. Nonprofits Source’s corporate giving trends article shares that many companies are developing year-round strategies as a way to experience these benefits and make an enduring difference!

How Nonprofits Can Identify Matching Gift Opportunities

It all starts with spreading the word. Educate your donors about matching gifts by urging them to check their eligibility in all fundraising appeals, sending informative matching gift letters, featuring matching gifts on your ‘Ways to Give’ page, and posting about matching gifts on social media. You can even have your corporate partners promote matching gifts to their employees!

As we mentioned, a matching gift database is your best bet for identifying match-eligible donors. For example, the Double the Donation database puts the most up-to-date forms, guidelines, and instructions at your fingertips. It covers 99.68% of matching gift-eligible donors, which is more than 26.8 million individuals.

Easily embed our search tool into your donation form, a dedicated matching gift page, your Ways to Give page, and post-donation emails. That way, donors can search for their employers and determine their eligibility during key parts of their journey.

Our matching gift software automates the process of finding matching gift donors, so you can monitor match status and follow up automatically on all opportunities. 

Create custom emails that follow up with donors based on their eligibility for corporate matching gifts. For instance, match-eligible donors will be prompted to submit their matching gift requests to their employer. Meanwhile, donors with unknown match status may be prompted to research their eligibility.

Examples of Matching Gift Programs

Here are several examples of matching gift programs that’ll give you a sense of how different these programs can be across different companies:

• Google offers multiple matching gift programs to employees and board members. It will match up to $10,000 in general personal donations annually per employee and an additional $10,000 annually toward disaster relief at a 1:1 ratio. Google also offers fundraising matches, in which it will match the funds employees raise for charitable events. Requests must be submitted by January 31st of the year following the date of the donation.
• Checkr will match contributions from full-time and part-time employees starting at $1. The maximum amount depends on the campaign, and most 501(c)(3) organizations are eligible.
• General Electric matches employees’ donations from $25 to $5,000 dollar-for-dollar annually. Most nonprofits are eligible, and matching gifts must be registered by April 15th of the year following the donation date.
• Soros Fund Management will only match full-time employees’ charitable contributions between $25 and $100,000 annually. The match ratio varies and goes up to 2:1. The donor must request the matching gift within one year of the donation.
• GAP offers matches from $10 to a notable $15,000 per year at a 1:1 ratio. Full-time, part-time, and retired employees from the GAP and its subsidiaries are eligible, but maximum matching gift amounts vary by position.
• CarMax matches gifts between $25 to $5,000 at a 1:1 ratio. Full-time, part-time, and retired employees are all eligible. CarMax also matches gifts from dependents up to age 26.
• Choice Hotels matches employee donations between $25 to $1,500 at a 1:1 ratio. Both full-time and part-time corporate employees are eligible.
• Capital Group matches donations between $25 to $5,000 at a generous 2:1 rate. Full- and part-time employees are eligible, and retirees are eligible for their first two years after retiring!
• The Coca-Cola Company provides a generous 2:1 match ratio for donations between $25 and $10,000. That equates to a maximum $20,000 Coke contribution. Only full-time and retired employees are eligible, and match requests must be completed by February 28th of the calendar year after the gift is made.

Every company’s matching gift program is different, which shows why nonprofits should use matching gift software to locate companies’ guidelines.

Other Resources to Explore

Nonprofit Basics – Learn more nonprofit management essentials by exploring other expert resources.

The Expert’s Guide to Corporate Matching Gift Programs – From common nonprofit eligibility requirements to the submission process, discover everything you need to know about matching gift programs.

How to Win At Corporate Philanthropy: A Nonprofit Guide – Matching gifts are just one piece of the corporate philanthropy puzzle. Explore other top programs and learn how to tap into corporate giving.