This guide explores the basics of sponsorship levels.

Nonprofit Basics: Sponsorship Levels

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For nonprofit organizations, your relationships with corporations and businesses are indispensable for your financial success and growth. As you prepare for upcoming fundraising events, consider creating sponsorship levels to maximize corporate support.

Presenting sponsor packages to corporations can alleviate time constraints and financial burdens on your fundraising team, as well as encourage a wider range of businesses to engage in corporate philanthropy toward your nonprofit’s initiatives.

What are sponsorship levels?

Sponsorship levels are tiered options for businesses to contribute funds and resources for a nonprofit event. To cultivate productive nonprofit-corporation relationships, both parties must work in sync toward collective and individual goals. For instance, when businesses choose to sponsor your charity walk or gala dinner, your marketing team can offer them increased exposure and brand recognition associated with that event.

By implementing premade sponsor packages, you can strategically optimize these relationships with corporate sponsors and attract even more engagement from businesses.

With sponsorship levels, corporations can choose how deeply they’d like to get involved with your nonprofit. Depending on their financial capabilities and dedication to your cause, they can conveniently select from predetermined options. For instance, you could have three simple levels for low-range giving, mid-range giving, and high-range giving.

What are the benefits of sponsorship levels?

Establishing sponsorship levels for your next nonprofit event can be an effective way to boost fundraising revenue. These attractive packages can broadcast enticing benefits to corporations as well, compelling more businesses to contribute to your efforts.

Here are some main advantages associated with creating sponsorship levels:

  • Maximized fundraising revenue. Sponsor gifts can go a long way toward achieving your event’s fundraising goals. In fact, they can be much easier to solicit and secure than individual donations from event attendees. By strategically tailoring your interactions with corporate sponsors, you can maximize their contributions.
  • Increased flexibility. Make it easy for businesses to engage with your nonprofit by providing them with the flexibility to involve themselves as much or as little as they desire. Laying out the options in a clear and informative format will ensure that they can easily choose a suitable package according to their priorities and capabilities. For example, they could choose between a challenge gift or helping you fund an event.
  • Conserved time and resources. Having predetermined packages for corporations will simplify the workload for your fundraising team. Rather than having to figure out customized packages for each business that chooses to contribute to your event, you can point them toward your predetermined comprehensive sponsor packages.
  • Expanded nonprofit-business relationships. There are various ways for corporations to make a positive impact toward your nonprofit’s mission. For instance, smaller businesses can help with marketing efforts or help your organization build closer relationships with your local community. By opening up options for all types of businesses to promote your cause, you’ll discover numerous benefits beyond just financial gifts.

How do I create sponsorship levels?

To get started with incorporating sponsorship levels into an effective fundraising program, first examine your current resources. Make sure you have the proper digital fundraising tools and relevant donor profile data to make informed decisions about your tiered packages.

To create an effective fundraising program with sponsorship levels, you’ll first need to evaluate your organization’s goals and resources to determine what will work best in your case.

Follow these comprehensive steps to set up sponsorship levels for your nonprofit:

This image lists the five steps for creating sponsorship levels described in the content below.

  1. Examine your fundraising goal. This step is fundamental to any fundraising event or activity. Determine how much of your overall financial goal should be raised from sponsorships and some of the most effective ways to allocate those corporate funds. This information will guide you through setting your sponsorship level amounts.
  2. Determine your sponsorship level amounts. Refer back to your event budget and fundraising goal to make informed decisions on your sponsorship level amounts. These should be realistic figures that you can expect to reach from your corporate sponsors.
  3. Incorporate benefits. For each sponsorship level, think of benefits to include for businesses who participate. These additions will incentivize those who’re still considering whether to contribute and demonstrate appreciation to those who’ve chosen a sponsor package. Primarily, you can offer marketing or event benefits such as tickets or reserved tables to your sponsors, along with tax returns for charitable activity.
  4. Name your sponsor packages. Ensure that businesses have an easy way to identify each sponsorship level and its associated benefits by naming them. These could be as basic as bronze, silver, and gold. Another appealing option is to brainstorm names that reflect your nonprofit’s cause or the event’s theme.
  5. Strategize your outreach. Use your newly created packages to tailor your communications and sponsorship requests. Be mindful of each business’s size and resources as you reach out about suitable sponsorship levels.

Take the time to align your team on your fundraising goals and donor expectations to create sponsorship levels that are optimized for your organization.

What are examples of benefits to include in a sponsor package?

The benefits you offer for each sponsorship level should increase with each tier. A common benefit involves featuring the business on your social media platforms and website for positive marketing. You could provide sponsors with the opportunity to name events or programs as well.

As you’re coming up with ideas, get creative! Think of ways to incentivize corporations with varying goals and values to contribute to your fundraising efforts for years to come.

Other Resources to Explore

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

Matching Gifts: The Ultimate Guide for Nonprofits in 2023 – Matching gifts are another popular way for corporations to contribute to charitable causes. This guide discusses the basics of optimizing matching gift donations for your nonprofit.

Corporate Social Responsibility: The CSR Guide for 2022  – Corporations strive to contribute to society through philanthropic efforts and programs. Learn more about corporate social responsibility and its relationship to nonprofits here.

This guide covers the steps to nonprofit donation requests.

Nonprofit Basics: Donation Request

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Nonprofits require consistent funding to work toward their missions, making effective fundraising campaigns crucial for success. Just having robust fundraising software isn’t enough—you need a compelling reason for people to donate. A well-timed, well-written donation request provides this reason—it can connect passionate supporters to giving opportunities.

What is a donation request?

When a nonprofit organization asks its supporters to make a donation, that’s a donation request. The request can be made in different ways, such as in person or by phone call, and the type of donation can also vary. Having compelling and thoughtful donation requests is crucial for nonprofit organizations to get the funds they need.

5 steps of the donation request process

Let’s review the steps to making a donation request.

There are five steps to the donation request process.

1. Research who to ask

Here are the different groups you can ask for donations:

  • Current donors. These are individuals who have previously made gifts to your nonprofit. Consider pitching a recurring donation plan to previous donors—recurring donors give 42% more per year than one-time donors.
  • Prospective donors. Prospective donors are interested in your organization and your cause, but haven’t donated yet. Implement an emotional appeal in your donation request to these individuals to convince them to make a gift.
  • Businesses. Businesses sometimes offer corporate philanthropy programs, encouraging their employees to give to nonprofits. According to fundraising statistics gathered by 360MatchPro, 65% of Fortune 500 companies offer matching gift programs and 40% offer volunteer grant programs. Reach out to a company that already offers a corporate giving program for a better chance at securing donations.
  • Foundations. Large charitable foundations are often able to donate large sums of money to nonprofits. However, the process is more complicated than picking up the phone and asking an individual for a donation. Foundations often require applications to be submitted before they will even consider donating.

Interacting with so many donor groups can be confusing, especially when you consider that there are smaller subgroups with different interests. Consider donor segmentation to keep track of your different donor groups. This will allow you to easily tailor your content to each donor group, making the content more likely to resonate with them.

2. Decide how to make the donation request

After deciding who your donation request is targeted towards, you should choose how you will make your request. You can make your ask through a variety of means, including:

  • Phone. Phone call donation requests are best made to current or prospective individual donors. These requests are a good opportunity to strengthen your connection with your donors and share your passion for your nonprofit’s mission.
  • Email. While you can automate these emails to send them to a large number of people, make sure to personalize them by addressing the donor by their first and last name. This will help you bond with your potential donors and show that you care about them.
  • Text. People nowadays spend large amounts of time on their mobile devices. Sending a text is a quick and inoffensive way to get someone’s attention. Before making your donation request via text, confirm that your online donation pages are mobile-optimized for your donors’ convenience.
  • Social media. Asking for donations on social media allows you to reach a wider audience. Consider using fun graphics or even videos to appeal to followers.
  • In person. In-person donation requests often occur when interfacing with major donors, businesses, or foundations. Because these groups can often make large gifts, practice your pitch. Confidence will encourage them to make donations.

Depending on which donor group you’ve decided to ask, these request methods will have varying levels of efficacy. Consider which method would work best for the donor group you’re targeting, and then make your ask.

3. Make your ask

When it comes to making your ask, feel free to get creative. There are many different types of gifts you can ask for, from financial to in-kind to challenge gifts.

Here are a few best practices for when you sit down to create your donation request. Each request should be:

  • Inspiring. 90% of millennial donors are motivated to give when they connect with a nonprofit’s mission. Inspire your donors by telling the story of your mission and giving them compelling reasons for why your cause is important. You can include inspiring content like direct quotes from people your organization has supported or images of volunteers during a volunteer workday.
  • Specific. Most likely, you’re fundraising for a particular event or goal. Be specific about what your goal is to help donors understand why you’re looking for gifts. You can also include donation amount suggestions, such as $10 or $25.
  • Direct. Don’t beat around the bush—make it clear what you’re asking for. If your potential donors are confused by your request, the chance that they will follow through is very low.
  • Personalized. You can personalize your donation request by addressing the donor by their first and last name. If they have donated to your nonprofit before, you might consider mentioning the amount they previously donated.
  • Urgent. You can add urgency by including imperatives in your calls to action (CTAs). For example, your CTA might be “donate now” or “help puppies find a home today!” You can also increase urgency by informing donors that they have a limited amount of time to donate to help you reach a time-based fundraising goal.
  • Creative. Having a creative request will make potential donors more likely to interact with it. For example, you might choose a creative subject line for an email request. Or, if marketing on social media, you could post pictures of volunteers or even videos to draw the eyes of potential donors.

Additionally, your donation software should make it easy for donors to make gifts to your nonprofit. Effective donation software will make donating streamlined and convenient, and will offer integrations that simplify your team’s workflow. For example, if your donations software integrates with your donor management system, you can automatically personalize donation requests with donors’ names and past gift amounts.

4. Accept rejection gracefully or say thank you

Keep in mind that what you’re asking for is a big deal: you’re requesting that your potential donors part with some of their hard-earned money. Although many people will be happy to donate, many people will not want to. That’s okay! Accept the rejection gratefully and thank them for their time. Remember that just because an individual doesn’t want to make a gift now doesn’t mean they won’t be open to it in the future.

On the other hand, if you do secure a donation, make sure that you say thank you! Your gratitude should be appropriate for the size of the gift made. Consider sending a letter or an email showing your gratitude and letting donors know what exactly their money is going towards. For major donors, you could host a thank-you party or gala.

5. Stay in touch

You should be communicating with interested individuals even outside of making donation requests. If a potential donor perceives your organization as only reaching out for funds, they might feel as though they are being taken advantage of. It’s important to offer your donors a sense of community and to show that you’re grateful for their support outside of donations.

Remember that people will interact with your organization if they connect with your mission and are interested in what you’re doing. Those people may not be donors now, but they can still be donors in the future. It’s important to cultivate your relationships by fostering ongoing donor engagement.

The donation request process may seem daunting, but at the end of the day, your supporters want to help you out. As long as you show that you appreciate them, they will be willing to make gifts to your organization. If you’re still feeling unsure, take a look at the donation request email template below for some inspiration!

Donation request email template

Dear [donor’s name],

My name is [name here], and I’m the [role] at [nonprofit’s name]. We at [nonprofit’s name] are dedicated to [nonprofit’s mission]. Through [actions nonprofit has taken], we are taking steps toward a better future.

[Write an emotional anecdote here about your nonprofit, perhaps giving one specific example of someone/something you helped. For example, if you run an animal shelter, you could add an image of a dog you helped find a home, and write a brief description of the process.]

While we’re making progress towards positive change, [nonprofit’s name] still has a lot to do. We need your support to [new goal, project, or event you’re asking donations for].

Would you consider donating [monetary amount, items, volunteer time, services, etc.] to help us with our goal? Your donation will be used to [state a specific action/goal that the donation will be used for and what the impact of the donation will be]. We would greatly appreciate it!

If you wish to help, please fill out the attached form or call us at [phone number]. If you have any questions, I would be happy to answer them and give you more information about [nonprofit’s name].

Please join us! With your donation, we’ll be one step closer to [mission here]!

Sincerely,
[name]

[role]

[nonprofit website]

[email]

If you’re interested in other related resources, you can explore the ones below!

Other Resources to Explore

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

Corporate Giving Programs: The Ultimate Fundraising Guide – Interested in how businesses can help out nonprofits? Take a look at this guide to corporate giving programs.

215+ Amazing Fundraising Ideas for Your Organization – If you’re looking for inspiration for your next fundraising event, check out this article.

Live auctions are an effective tool for fundraising, engaging nonprofit supporters in your event.

Live Auction – Nonprofit Catalog

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A live auction has the potential to raise significant funds for your organization. When your auction is held live, you give donors the chance to be recognized publicly for their giving, increasing the desire to give big. Additionally, a talented auctioneer can use the time-limited nature of a live auction to your organization’s advantage to yield the highest return on investment possible. By planning your live auction strategically, you can use it to build the momentum of your event and maximize giving.

What is a Live Auction?

A live auction is the sale of items or experiences that guests at your in-person fundraising event can bid on. An auctioneer or fundraising host will sell the items to your guests live, who will bid until the highest bid is made and the auction item is won.

You can plan a live auction for hybrid or in-person audiences. There will just be a couple of key differences in how you plan your event. For virtual audiences, we recommend having an online auction.

Making Your Live Auction Strategic

Before your event, you’ll secure your live auction items by making strategic asks. Contrary to popular belief, having more items or experiences to sell doesn’t mean you’ll make more money. Focus instead on the value of the package. People’s attention is limited, so we suggest having no more than 12 packages. Many organizations have successful live auctions with only 5-6 packages. The more desirable the package, the higher price it’ll sell for.

Pro tip: Each live auction package will take about 5 minutes to sell. Be sure you have a strategy behind how long your live auction will be so that your guests stay engaged and donors keep giving.

Auction packages like alcohol collections, travel experiences, dining, and entertainment often sell well.

What to Solicit for Your Live Auction

Auction packages that sell well for one audience won’t necessarily do so for another. Know your audience and know who’ll show up live and in the room for your fundraising event. Who are they, what are their interests, and what do they value?

Generally, top-selling packages include:

  • Alcohol or wine collections
  • Staycations and travel packages
  • Unique experiences
  • Dining and entertainment

Avoid items that are subjective like:

Remember, focus on making your live auction packages desirable for donors and empower yourself to get creative! You might even consider combining related experiences into one package to create incentive. For example, you could pair tickets to a local show with an upscale dining experience to give donors the feeling that they’re getting something extra special.

Choosing an Auctioneer for Your Live Auction

Not all auctioneers are a fit for nonprofit fundraising events. You’ll want to hire a professional auctioneer with a Benefit Auction Specialist (BAS) certification. Auctioneers with BAS training will understand how to sell your live auction packages using your mission language rather than relying solely on the items to sell themselves. Additionally, while some auctioneers have the skills to emcee your event, we strongly suggest you hire a separate professional for each.

A Benefit Auction Specialist will help you advance your fundraising in the following ways:

  • By using pre-commits and sequencing to get the highest return on investment
  • By creating momentum from donors in the room to dictate their pace rather than relying on a clocked approach
  • By speaking to your mission in fun and creative ways

Live Auction Description Formats

While your Benefit Auctioneer will help you sell your live auction packages to your audience, you still have to write auction descriptions for the whole experience to be effective.

You’ll need to write separate descriptions for the following:

  • Print program: Your print program should include a full description of each auction item with the most complete information and fine print.
  • Script: This description should include fewer details to be more appropriate for spoken word.
  • PowerPoint: This description should include photographs and just a few of the most compelling details formatted in bullet points.

Writing Your Live Auction Package Descriptions

The more details you know about each of your live auction packages, the more equipped you’ll be to write engaging and informative descriptions that stand out in your promotional materials.

Follow these best practices when writing your live auction descriptions:

  • Give the auction package a clear and detailed title, such as “5 Night Getaway in Maui for 2”, instead of “A Trip to Hawaii.” The title sets donors up to know what they’re bidding on.
  • Be clear about the number of people who can participate, both in your title and in your description, especially if the auction package includes travel.
  • Use numerals throughout the package description for easy scanning (i.e. say “2,” not “two”).
  • Specify unique details that make the package feel luxe (i.e. “Enjoy your stay at the 5-star, award-winning hotel that was recently voted as having ‘Best Views’ by Travel Oregon”).
  • Include expiration dates and restrictions so donors are fully understand what they’re buying.

You’re now ready for your live auction! With some strategic planning and coaching and the help of a Benefit Auctioneer, you can have a successful live auction that helps carry your mission forward.

Additional Resources

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

Top 7 Ways to Keep Your Audience Engaged During the Live Auction – Get creative ideas for how to make your live auction a compelling experience for your guests.

Live Auctions: How To Raise More With Consignment Packages – Learn all about consignment packages and how they can benefit you in your live auction.

This guide covers the basics of the fundraising thermometer.

Nonprofit Basics: Fundraising Thermometer

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Fundraising campaigns are a nonprofit’s bread and butter when it comes to getting donations. Since these campaigns can last for days or weeks, donors and participants need to be able to track the progress made. Nonprofits use a variety of marketing tactics to promote their progress, including social media posts, email reminders, and other forms of outreach. A fundraising thermometer can be another effective tool to show your campaign’s progress and get supporters excited about helping to reach your goal.

What is a fundraising thermometer?

A fundraising thermometer is a graphic that represents the progress a nonprofit organization has made throughout a fundraising campaign. A fundraising thermometer can be a tangible visual, such as a poster or drawing on a whiteboard, that is updated as the fundraising campaign progresses. It can also be a virtual representation that is automatically updated as new donations come in.

This is an example of a fundraising thermometer.

Fundraising Thermometer FAQs

When can you use a fundraising thermometer?

Fundraising thermometers can be useful additions to your marketing strategy for almost any event. However, they can be particularly effective for events like:

  • Auctions/galas. These events attract wealthy donors willing to make large donations to help your cause. Make the most of this and maximize auction fundraising by including a fundraising thermometer, incentivizing donors to make larger gifts. Or, incorporate a matching gift challenge to increase revenue for your nonprofit.
  • Crowdfunding campaigns. In crowdfunding campaigns, nonprofit organizations create pages on crowdfunding platforms, and then share these pages on their website and through social media for greater visibility and outreach. Having a thermometer on your fundraising page will let potential donors see how close they are to reaching the next goal, which may prompt them to make a donation.
  • Giving Tuesday campaigns. Giving Tuesday is an annual global giving movement that takes place the Tuesday after Thanksgiving in the U.S. Donations can be monetary or in-kind. Since these campaigns incentivize giving on one day, including a fundraising thermometer will allow people to see the impact they are making and encourage them to give more to fill up the thermometer.
  • Matching gift drives. Corporate gift matching is a type of corporate philanthropy initiative where an employer matches the amount that their employee donates to a nonprofit organization. With a fundraising thermometer, employees can more easily understand your goals, and it will be easier for them to help you reach those goals when their employers are matching their donations.
  • Peer-to-peer fundraising campaigns. To support your nonprofit, individual supporters can create personal campaign pages to collect donations from family members and peers. Because this type of fundraising relies on individuals, it can be difficult for them to know how much money everyone has raised for the campaign as a whole. With a fundraising thermometer, all supporters will be able to easily find the total amount raised.

Fundraising thermometers can be used as an engaging visual for nearly any event to encourage greater giving. Regardless of whether the event is in-person or online, you can always find a place for your thermometer that will provide maximum impact.

Where can you display a fundraising thermometer?

Depending on the type of fundraising campaign you’re hosting, you might choose to display your fundraising thermometer in person or online. Here are a few options for where to showcase a fundraising thermometer:

  • Your website. You might show the thermometer on your homepage or event landing page. Potential donors will easily see that you currently have a campaign running, and participants will have no trouble figuring out how much money has been raised.
  • Your social media pages. Depending on the duration of your event, you might consider posting to your social media pages daily or weekly with an updated version of your thermometer. Participants will be able to accurately tell how much money they raised the week prior, and how much more they need to raise to hit your next goal.
  • Your email newsletter. When holding a fundraising campaign, it’s a good idea to send an email newsletter informing constituents how the campaign is going. You can include the thermometer near the top of the email as an engaging visual, with a link back to your campaign page so interested parties can easily learn more. As the event progresses, you can send updated versions of the thermometer in your following newsletters.
  • Your event space (for in-person fundraising events). Place the thermometer in an easily visible location and update it frequently throughout your event. You can consider doing small shoutouts when goals are met, perhaps even to the donor who made it possible.
  • Your organization’s headquarters. Having the thermometer in your organization’s headquarters will inspire your employees to continue their hard work towards meeting your goal. Make sure that it’s easily visible and regularly updated.

Aside from encouraging greater giving, fundraising thermometers are a great way for viewers to quickly grasp how close you are to your next goal. You can make your thermometer as simple or as complicated as you want, depending on the tools you use to create it.

How can you create a fundraising thermometer?

Fundraising thermometers can be in person or digital. You have a few options for creating your thermometer:

  1. You can use a free tool like Bloomerang’s fundraising thermometer template. You can use this type of graphic in your email newsletters to earn more clicks to your campaign page.
  2. You can use a graphic design tool like Adobe Illustrator or Canva to create a thermometer graphic and update it as needed. Consider making an animated version that donors will be able to see filling up after they make their donation.
  3. You can print out the thermometer on a large poster board or sheet of paper and use markers or smaller pieces of paper to fill it in. This type of fundraising thermometer is less formal than the options above and would be a great fit for your organization’s headquarters.

Making a fundraising thermometer doesn’t have to be difficult, and including one in your fundraising activities helps you garner more engagement and donations. It’s worth taking the time and effort to make one!

Other Resources to Explore

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

8+ Quick Fundraising Ideas that Work [Updated 2022] – Looking for a fundraising idea that might offer a good opportunity to make a fundraising thermometer? Check out this list.

4 DIY Fundraising Ideas to Boost Participation & Donations – Read more about DIY campaigns, one of the fastest-growing types of peer-to-peer fundraising.

This guide explores the basics of strategic philanthropy.

Nonprofit Basics: Strategic Philanthropy

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A significant amount of time, resources, and effort goes into powering social change.

Many of the problems we strive to address today require well-researched and detailed strategies from a variety of actors in the nonprofit sector. To make sense of this process, funders have turned to the model of strategic philanthropy.

With principles that are simple and straightforward to follow, this model guides charitable organizations toward crafting a strategy for contributing the right funds to the right places in order to further their particular missions.

What is strategic philanthropy?

Strategic philanthropy is a philanthropic model that involves allocating funding to charitable work according to a concrete, overarching strategy in pursuit of a definable mission. For individual donors, charitable foundations, corporations, and governments, this model can serve as an effective basis for determining where to direct their financial support.

Some basic elements of strategic philanthropy include:

This image illustrates the four elements of strategic philanthropy described in the following content.

  • Goals. Strategic philanthropy emphasizes the importance of defining clear, achievable goals that can be referenced when determining budgets for grants or other funds.
  • Data-Driven Plans. Research plays a crucial role in this strategy-building process. Philanthropic organizations should have well-established data collection procedures in place to record and measure the outcomes of grants and programs.
  • Accountability and Roles. With guidance from in-depth research and data, funders should be able to develop a clear hypothesis for approaching the problem associated with their mission. Roles and financial resources can then be assigned accordingly.
  • Impact Evaluations. Outcomes are another significant aspect of the strategic philanthropy model. The strategy cultivated by this model is intended to predict and lead to reaching the organization’s established goals. Collecting and communicating data on the impact of these strategized efforts is essential for informing subsequent funding decisions.

In order to foster a healthy funder-funded relationship, remember to prioritize reporting and communication. Whether you’re interfacing with partners and stakeholders during the funding cycle or conducting a social impact assessment for outcome measurement, sharing metrics will allow you to demonstrate the tangible results of financial contributions.

While strategic philanthropy lays out a reliable framework for social-good organizations to determine how best to allocate their funds, applications of this model have led to several notable critiques. Because of this, many funders are adjusting their approach. Strategic philanthropy is evolving, and for the better.

What are other philanthropic models?

In recent years, several other approaches to philanthropy have come to prominence. The limits and perceived inflexibility of strategic philanthropy have become increasingly visible in many contexts, especially for more dynamic challenges that require changes across an entire system. So what are philanthropic organizations turning to instead?

The spotlight has fallen onto collaboration and communication, ensuring that foundations, nonprofits, and their constituents are well-aligned in their missions, financial strategies, and goals. This includes keeping all stakeholders updated on collected data or potential issues. One particular model that has begun to rise in popularity is emergent philanthropy.

What is emergent philanthropy?

Emergent philanthropy is an approach that emphasizes collaborating with multiple organizations and partners to co-create a strategy that will be refined as it’s applied in order to maximize on-the-ground impact. In response to strategic philanthropy’s fixed predictive model, this model is all about flexibility.

Complex problems in the world of social change require strategies that have the ability to adapt to the many moving parts of a given plan or initiative. Emergent philanthropy acknowledges that generating social progress can be messy and, therefore, leans into the need to regularly modify and communicate changes to strategy based on current needs and past results.

Participatory grantmaking is an inclusive process that has sprouted from the ideas of emergent philanthropy. This practice addresses the problematic disconnect that can often develop between philanthropic organizations and nonprofits while pursuing their predefined objectives. By prioritizing real-time communication of funding impact and potential strategy issues, you’ll be able to stay on the same page with your stakeholders and partners to drive the most effective impact.

What are the critiques of strategic philanthropy?

The model of strategic philanthropy has many merits, especially when it comes to tackling simple and even complicated problems in society. However, when organizations attempt to deal with complex problems, with interventions aimed at systemic change, this logic model becomes limiting.

The basis of strategic philanthropy rests upon a single overarching plan, backed by research, that determines how the stakeholders of a charitable mission make decisions and carry out activities to reach their objectives. Adhering strictly to a predetermined plan becomes increasingly difficult as a multitude of unpredictable factors begins to impact stakeholders at all levels.

Whether you’re working with grantmaking organizations such as a corporation’s philanthropic branch or just interacting with others within your nonprofit, the emergent model’s principles of collaboration and communication attempt to address the challenges that emerge from the complexity of social change.

How is strategic philanthropy evolving?

With the help of updated approaches such as participatory grantmaking, real-time communication, and updated technology, the traditional strategic philanthropy model is evolving into a more adaptive, modernized form.

Many philanthropic organizations and nonprofits have come to realize the need for more flexible approaches to their goals. SureImpact walks through the new philanthropic model of the Siemer Institute, a foundation that effectively adapted its approach to philanthropy through improved communication, data reporting, and software training.

As these innovative practices continue to rise to the forefront of philanthropy, organizations and nonprofits alike will be much better equipped to maximize their social impact.

Other Resources to Explore

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

Nonprofit Basics: Nonprofit Accounting – Collecting and sharing data is crucial for your nonprofit’s financial strategy and relationships with donors. Read more about fund accounting essentials in this guide.

Nonprofit Basics: The Donor Pyramid – Discover how to optimize your donor communications and engagement by creating a donor pyramid for your nonprofit.

This article explores the basics of nonprofit jobs.

Nonprofit Basics: Nonprofit Jobs

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The nonprofit world is full of talented individuals working to further charitable missions. From executive directors to grant coordinators to volunteers, there are a variety of roles that need to be filled for a nonprofit organization to run smoothly.

What are examples of nonprofit jobs?

This is a mind map depicting different nonprofit jobs.

There are many different types of nonprofit jobs, such as the following:

  • Executive director. Similar to a CEO, executive directors lead nonprofit organizations. They deal with overall strategies, fundraising and programming policy, and driving growth.
  • Finance director. Similar to a CFO, the finance director tracks all funds and financial reports. They keep general ledgers and oversee the financial health of the nonprofit.
  • Development director. Development directors oversee all fundraising activity. They maintain relationships with major donors, build current constituent relationships, and identify new fundraising prospects.
  • Major gifts officer. These staff members deal with a nonprofit’s most significant donations and strategize how to raise large amounts of funds from wealthy donors.
  • Grant coordinator. A research-heavy role, grant coordinators find available grants from federal departments or private foundations. They write grant proposals and make sure that grant funds are used in the way they outlined in the proposal.
  • Volunteer manager. This job involves coordinating volunteer shifts, assigning volunteer roles, and managing every aspect of the volunteer stewardship process.
  • Planned giving director. According to Freewill, planned gifts are charitable contributions that are typically given to nonprofits when the donor passes away. A planned giving director researches, identifies, engages, and solicits donors to secure these planned gifts.
  • Event planner. Event planners organize nonprofit events and make sure that they go smoothly. In the nonprofit industry, events can include major undertakings like auctions and galas, or more casual occasions like walk-a-thons or bake sales.
  • Marketing/communications director. Marketing for nonprofit organizations can be different from marketing for for-profit organizations. The marketing and communications director plans and oversees communication strategies, encouraging constituents to donate and otherwise engage with their nonprofit.

There are plenty of jobs available underneath these umbrellas as well. For example, a marketing department for a large nonprofit might include a marketing director, a social media manager, and a public relations specialist.

How to prepare for a nonprofit job

Jobs in the nonprofit industry are not significantly different from jobs in other industries. However, if you’re specifically interested in nonprofit jobs, here are some ways you can prepare for them:

  • Become a regular volunteer at a nonprofit. The first step to understanding nonprofit work is to try it out. Volunteering will give you a grounded understanding of what the nonprofit is trying to accomplish and the good that they are trying to bring to the world. You can seek local volunteer opportunities, and if there aren’t any near you, consider online volunteering.
  • Seek out a fundraising degree or complete fundraising courses. An advanced degree in nonprofit management isn’t required for nonprofit work. But you might be interested in seeking out a relevant degree if you know that you’d like to work for a nonprofit full-time. You can also consider taking fundraising training courses to get more experience.
  • Pursue ongoing education opportunities. This might include earning certifications or attending conferences. This will give you a better understanding of the nonprofit industry and help you learn the skills necessary for you to succeed.

You don’t necessarily have to specialize in nonprofit topics to be employed in the nonprofit sector. There are many skills from a variety of jobs that are applicable in nonprofits as well. However, it may be worth it to do more research and get some experience in the industry if you know you want to work in it.

How to find nonprofit job opportunities

After learning more about nonprofit job responsibilities, perhaps you’ve decided that you are very interested in working in the industry. But you’re not sure where you should look for nonprofit jobs. Here are a few places that you can search:

  • LinkedIn. This large online social media platform can help you find jobs of all kinds, including nonprofit ones.
  • Online job boards like Work for Good or Idealist. These job boards are focused in the mission-driven space, helping nonprofit organizations find employees. You can also find internships, volunteer opportunities, and graduate programs.
  • Volunteer positions. If you regularly volunteer with a nonprofit, you may be one of the first to know when a new paid position becomes available.

Having a nonprofit career can be very rewarding, as you will be working with like-minded individuals dedicated to improving society. Just with making any other career move, make sure you take the time to research and learn more about the industry and the specific organizations you’re interested in.

Other Resources to Explore

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

Nonprofit Fundraising Training: FAQs and 8 Top Resources – Curious about fundraising training? You can find answers to commonly asked questions here.

Nonprofit Conferences That You Won’t Want to Miss in 2022 & 2023 – Nonprofit conferences are an opportunity to meet and discuss the state of the nonprofit world. Check out this list of top conferences in 2022 and 2023.

This guide explores the basics of cause marketing.

Nonprofit Basics: Cause Marketing

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Increasingly, corporate philanthropy is viewed as necessary for businesses that are looking to grow their client base and attract top employees.

Today’s consumers seek out brands that prioritize leaving a positive impact on society. According to the 2022 Edelman Trust Barometer, 58% of consumers would buy or advocate for brands based on their beliefs and values.

Plus, prospective employees seek out companies that offer corporate giving and volunteering opportunities. In fact, 71% of employees surveyed by America’s Charities say it is “imperative” or “very important” to work where the culture is supportive of giving and volunteering.

Cause marketing is a great way for companies to engage in corporate philanthropy by promoting and supporting charitable organizations and causes.

What is cause marketing?

Cause marketing or cause-related marketing is marketing that is carried out by a for-profit business to advance a charitable cause or better society.

Cause marketing campaigns are conducted similarly to how a nonprofit organization would market its mission.

Cause marketing FAQs

You’ve probably heard of corporate philanthropy before, but may not be as familiar with the idea of cause marketing. Let’s review a few common cause marketing questions:

Why do businesses participate in cause marketing?

It may seem counterintuitive for businesses to invest their resources in marketing for a charitable cause. However, cause marketing offers benefits like:

This image shows the benefits of cause marketing for businesses.

  • Improved reputation and increased sales for participating businesses. An Ivalua study gathered input from decision-makers and leaders in industries like finance, technology, and manufacturing. 69% of survey respondents reported that their organizations saw increased sales when they provided corporate social responsibility initiatives.
  • Greater awareness of nonprofits and nonprofit causes. Cause marketing brings greater awareness to nonprofit causes, strengthening the local organizations in your community. As a result, this can make your community a more welcoming environment, which an reflect positively on your business.
  • Better employee engagement. Aside from being an important factor in recruiting prospective employees, cause marketing also encourages current employees to give back to society and donate to nonprofits they care about. As a result, employees can feel more engaged and fulfilled at work, contributing to higher job satisfaction rates.

Cause marketing and corporate accountability go hand in hand. These campaigns are something extra that corporations can do to bring positive social value and take part in philanthropic causes. And a well-thought-out, engaging cause marketing campaign can be a powerful way to set your business apart from its competitors.

What are some effective examples of cause marketing?

Cause marketing campaigns can take many different forms. Some are focused on marketing a charitable cause while others involve offering corporate giving and volunteering opportunities for employees. Here are a few examples of effective cause marketing campaigns and initiatives:

  • Red Nose Day. This annual event is a collaboration between Walgreens, NBC, and the Bill and Melinda Gates Foundation to end the cycle of child poverty. The proceeds from red nose purchases at Walgreens are used to support the cause, and NBC hosts a special TV program and urges viewers to donate.
  • Patagonia’s Worn Wear program. This program is intended to encourage reusing and reducing clothing consumption by motivating customers to trade in their used and worn clothing to receive purchasing credits.
  • American Eagle’s #AerieReal Foundation. Aerie is American Eagle’s line of intimate wear. The company has taken the opportunity to highlight body positivity, inclusivity in fashion, and authenticity in modeling with its #AerieReal Foundation. The #AerieReal blog covers topics like self-esteem, sustainability in fashion, and social justice.
  • Microsoft’s corporate philanthropy program. Offering corporate philanthropy programs like matching gifts or volunteer grant programs can be effective ways to promote cause marketing at a business. Microsoft does just that with its corporate social responsibility program. The program is intended to support economic growth, close the digital divide, and protect human rights.

Looking for more examples? Check out TopNonprofits’ roundup of cause marketing examples for other effective cause marketing ideas.

How to start a cause marketing campaign

Cause marketing campaigns emulate nonprofit marketing campaigns in many ways. Both types of campaigns are meant to further a social cause or bring attention to a charitable mission. Here are the steps to starting a cause marketing campaign:

  1. Choose a charitable cause to support. Make sure to pick a cause that aligns with your business’s values and purpose. For example, if your business is a doggy daycare, you might choose to support a local animal shelter.
  2. Develop your message. Keep in mind what the goal of your campaign is and why it’s important. You can also come up with a unique slogan or hashtag for your campaign to help promote it on social media.
  3. Create branded marketing materials. Your marketing materials should be polished and eye-catching. They should also be branded consistently, from fonts to colors to logos.
  4. Track campaign engagement metrics. This includes metrics like social media engagement, email open rates, and click-through rates. Keeping an eye on these data points will help you understand if your campaign resonates with your audience.

Since cause marketing campaigns and nonprofit marketing campaigns are similar, feel free to browse Getting Attention’s ideas for nonprofit marketing to get inspired for your campaign.

Other Resources to Explore

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

A 2021 Guide to Nonprofit Marketing  – Follow these steps to improve your nonprofit’s marketing strategy to meet your goals and deepen relationships with donors.

Corporate Social Responsibility: The Definitive Guide  – Still not completely sold on corporate giving? This article dives even deeper into CSR and the benefits it can bring to your business.

Nonprofit Basics: Nonprofit Annual Report

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Your nonprofit completes various activities throughout the year, such as hosting fundraising events, launching community outreach initiatives, and taking on new projects to make an impact in the area you serve. With so much notable work to remember each year, it’s important to track and share what your nonprofit has accomplished. 

Most nonprofits create an annual report to highlight successes, thank supporters, and increase transparency with stakeholders. The best reports not only review the high points of the past year but also encourage continued support in the next year.

What is a nonprofit annual report?

A nonprofit annual report is a document compiling all of an organization’s activities, projects, and initiatives for a year. These documents are made publicly available for transparency reasons, allowing all stakeholders and supporters to understand what your organization has done throughout the year. 

 

 Feature your nonprofit’s highlights of the year in your nonprofit annual report.

 

While the completion of an annual report is not legally required to maintain your nonprofit’s 501(c)(3) status, most organizations write one to be transparent with their communities. More than that, annual reports serve as an essential element of many nonprofits’ annual fundraising appeals. By highlighting the work that your organization has done and thanking supporters, donors feel appreciated and see the direct impact of their donations, inspiring them to make another donation to further your nonprofit’s work in the next calendar year. 

Tips for an Effective Nonprofit Annual Report

There is no singular formula for a perfect nonprofit annual report—you know your nonprofit and its activities best. But there are some best practices that can ensure that your annual report will see the best results possible. These tips include:

 

Tips for an effective nonprofit annual report include branding your report, incorporating storytelling, using data, and making the report downloadable.

 

  • Brand your report:  Your supporters appreciate your nonprofit for what you do and who you are. Incorporate your organization’s branding within your annual report to increase credibility and visibility. This includes your nonprofit’s name, logo, slogan, color scheme, and any other recognizable features of your nonprofit’s brand.
  • Incorporate storytelling: In both textual elements and visuals, ensure that your annual report is telling the story of your nonprofit and the work you’ve done throughout the year. Include pictures from events and initiatives, and make sure that you’re highlighting your work through specific stories of how you impacted your community.
  • Use data: Don’t forget to back up the claims you make in your storytelling with concrete data. Donors want to hear not only about the people your nonprofit served but also the quantifiable impact you made through metrics such as event attendance, total annual revenue, volunteer hours, and program expenses.
  • Make it a downloadable resource: For full transparency, ensure that your annual report is available for download on your nonprofit website. That way, your report is accessible to all supporters and can serve as a resource to both current and potential donors. 

Your nonprofit annual report should be a resource to your nonprofit itself as well as your supporters. Take the opportunity each year to highlight all of your nonprofit’s successes, taking pride in the great work that you’ve done and sharing with your supporters how you’ve continued to further your mission.

Other Resources to Explore

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

Nonprofit Branding: Our Complete Guide and Best Examples – Explore the connection between branding and credibility, especially as it relates to your nonprofit annual report.

Top Nonprofit Website Builders to Promote Your Mission – Make it easy to upload and share your annual report with a well-built website.

Learn the fundamentals of corporate giving with this guide.

Nonprofit Basics: Corporate Giving

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Companies are becoming more aware of their duty to create a positive impact within their communities. By engaging in corporate giving, they support the charitable organizations that matter to their employees and customers. In turn, they can fulfill their obligations to do more good and create a better society.

This quick guide to corporate giving will outline the basics of these programs. Whether you work at a company that wants to start a matching gift program or a nonprofit that wants to raise more through corporate giving initiatives, you’ll learn everything you need to know to get started.

What Is Corporate Giving?

Corporate giving refers to the actions a company takes and the investments it makes to support nonprofits. Also known as “corporate philanthropy,” corporate giving includes all of the ways in which companies create positive social impact through generous financial donations, employee time, or their products and services. Common types of corporate giving programs include matching gifts, volunteerism, and in-kind donations.

Why Does Corporate Giving Exist?

Corporate giving provides nonprofits with the monetary and moral support they need to thrive. Whether they need financial support, in-kind services, or extra volunteers, companies can swoop in to fill the gaps.

Nonprofits aren’t the only ones who can benefit, though. Companies can position their organizations as desirable places to work by creating a culture where employees feel supported. Employees and customers alike are always on the lookout for philanthropic companies. Nonprofits Source’s online giving statistics page shows that:

  • 71% of employees indicate that it’s very important to work at a company that partakes in philanthropy.
  • 87% of human resource executives believe their employees expect their companies to support causes and issues that matter to those employees.
  • 88% of millennials find their job more fulfilling when they have opportunities to make a positive impact on society and the environment.
  • Approximately two-thirds of young employees won’t take a job at a company with poor corporate social responsibility (CSR) practices.

These statistics show the impact that corporate giving has on modern companies.

In other words, corporate giving contributes significantly to employees, companies, and the nonprofits they support.

Types of Corporate Giving Programs

The best part of corporate philanthropy is that it’s such an expansive space. There’s really no limit to how companies can support the causes in their communities.

Our guide to corporate giving dives into the different types of CSR programs, and we’ll give you a rundown of the most important ones you need to know.

There are several types of corporate giving programs, including these common ones.

Matching Gifts

As the most popular type of corporate giving, matching gifts have the power to multiply donations at no extra cost to donors. A business that offers this type of corporate giving will match the donations their employees make to charity, most often at a dollar-for-dollar rate.

So, if someone donates $100 to a nonprofit, their company might match that donation and send an additional $100, totaling $200.

Here’s how the process works:

  1. An individual donates to a nonprofit.
  2. The donor researches their eligibility for their employer’s program using a corporate giving database.
  3. If eligible, they visit their company’s giving portal or use the form the matching gift database provides them.
  4. After receiving the request, the employer confirms the initial donation with the nonprofit.
  5. If everything’s in order, the company will send a check to the nonprofit.

Auto-submission technology takes a few steps out of this process. Instead of having to navigate to an external portal and fill out a request form, donors can automatically submit their requests using 360MatchPro by Double the Donation. After donating, they’ll be prompted to answer a few additional questions to determine their eligibility for auto-submission. If eligible, our platform will submit the request to their employer for them!

While still somewhat new, auto-submission functionality is projected to yield an incredible 80% increase in matching gift revenue, according to our matching gift research. After all, who would pass up the opportunity to level up their gifts when it won’t cost them any more money or effort?

Volunteer Support

Corporate volunteering simplifies volunteer recruitment for nonprofits. It gives nonprofits the hands-on support they need while allowing employees to gain new skills like problem-solving and customer service outside of the workplace. Corporate volunteerism comes in a few different forms, such as:

  • Dollars for Doers. Also called “volunteer grants,” Dollars for Doers programs require companies to donate to nonprofits where their employees regularly volunteer. When someone puts in a certain number of hours at a nonprofit, the company will typically donate a set amount. For instance, a company might donate $500 once someone spends 25 volunteer hours at a nonprofit within a year.
  • Team volunteer grants. These are similar to Dollars for Doers programs. The difference is that these require multiple employees to volunteer at a nonprofit together. For example, Walmart offers this type of corporate giving program. When a group of five or more employees accumulates 25 hours at a nonprofit, Walmart will donate $500. The company offers different tiers, all the way up to 50 associates accumulating 250 hours for a grant of $5,000.
  • Volunteer days. A company might choose a nearby nonprofit and set aside a day for employees to volunteer there together. These are great team-building opportunities!

There are a few other types of corporate giving through volunteering, but these are the most common examples. Some companies even provide volunteer paid time off (VTO), so employees can volunteer at their favorite organizations during the workday without giving up their paychecks.

Fundraising Matches

Similar to matching gifts, fundraising matches require companies to match donations to nonprofits. The difference is that these are the donations that employees raise on behalf of an organization.

So, if someone raises $2,000 for their favorite charity during a peer-to-peer fundraiser, their employer might match that amount and donate an additional $2,000. Like matching gifts, companies may offer fundraising matches at different ratios and have eligibility guidelines.

Automatic Payroll Deductions

Automatic payroll deductions use a similar process as contributing to a retirement account. Employees can opt into this corporate giving program to allocate part of each paycheck to their favorite charity.

Note that gifts are typically deducted post-tax, so donors should be able to write these donations off on their taxes. By marketing this type of corporate giving to donors, nonprofits can build a reliable pipeline of recurring donations.

In-Kind Donations

Corporate giving isn’t always about monetary donations. Companies might donate goods and services, which are also referred to as “in-kind donations.”

Jitasa’s guide to in-kind donations explains that when a nonprofit receives monetary gifts, it proceeds to invest that funding into its operations and programming. For instance, an organization might plan to spend $10,000 on event space and catering for an upcoming charity auction. When a company donates that space and catering in-kind, the nonprofit skips the extra step of paying for it themselves. Then, that frees up the $10,000 to be reallocated to other aspects of the organization’s mission.

In-kind donations can take several other forms, such as accounting services, graphic design services, and auction items. It all depends on what a nonprofit needs to keep its doors open.

Start Your Own Corporate Giving Program

Now that you know what corporate giving is and how it can impact your business, you can create your own program. Here are three tips to help you get started:

  • Clearly define your goals and objectives. Before launching your workplace giving program, it’s essential to have a clear understanding of what you hope to achieve. Define specific goals, such as the amount of money you want to raise, the causes you want to support, or the level of employee participation you’re aiming for. Having well-defined objectives will help you stay focused and measure your program’s success.
  • Engage employees and seek their input. Employee involvement is key to the success of any workplace giving program. Encourage employees to share their ideas and preferences for the causes or charities they care about. When employees feel a sense of ownership and connection to the program, they are more likely to participate.
  • Provide recognition. Incentives like awards, personalized thank-you messages, and public acknowledgment can motivate employees to get involved in your workplace giving program.

As your corporate giving program expands, keep employees informed about the impact of their contributions, share success stories, and be open to suggestions for improvement. Regularly evaluate the program’s effectiveness and make adjustments as needed to ensure you continue to meet your goals.

Other Resources to Explore

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

Double the Donation’s Matching Gift Academy – Take a deep dive into corporate matching gifts with our new online learning experience.

Best Corporate Giving Software for Companies (& Trends We’re Seeing) – On the lookout for corporate giving tools to streamline your company’s philanthropic giving? Look no further! This guide walks through some of the best options on the market.

Corporate Sponsorships: The Ultimate Nonprofit Guide – Lining up sponsorships is a great way to build a reliable revenue stream for your nonprofit. Check out our complete guide to this type of corporate giving.

Learn about donation matching with this quick guide.

Nonprofit Basics: Donation Matching

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Corporate philanthropy is a powerful concept. Through employer giving initiatives, companies and their employees can make major differences in the causes that mean something to them. Donation matching is one of the most popular ways companies give back to their communities.

Through this type of workplace giving program, nonprofits can multiply the donations they’re already receiving. We’ll explore the basics of donation matching, providing you with tips for getting started at your organization.

What Is Donation Matching?

Donation matching is a corporate giving initiative in which companies match their employees’ charitable donations. When an employee donates to a nonprofit, they’ll submit a request to their employer. Then, the company will then make its own donation to the same organization.

Most often, companies match gifts at a 1:1 ratio, or a dollar-for-dollar rate, which doubles the initial donation. So, if an employee donates $50, the company will donate $50 to the nonprofit.

What Are The Benefits of Gift Matching?

At its core, donation matching provides nonprofits with free money! Nonprofits can multiply an organization’s revenue by making donations go further and ensuring donors feel like they’re making a difference. When you notice many of your donors work for the same company, that can also indicate a potential corporate partnership opportunity.

An astounding $2-$3 billion is donated through gift matching each year. However, there’s an additional $4-$7 billion that goes unclaimed, according to Crowd101’s corporate giving statistics page.

So, while donation matching can transform fundraising revenue, not enough organizations are leveraging these programs!

From the corporate perspective, companies can increase employee satisfaction and position their organization as a desirable place to work. In fact, 88% of companies believe effective employee engagement programs like matching gifts help attract and retain employees. Not to mention, for-profits can give back to their communities and attach their names to worthwhile causes.

These statistics communicate the importance of gift matching.

How to Get Started with Donation Matching

Pursuing gift matching is a smart move! Now, you’re probably wondering where to start. Here are some easy ways you can fold donation matching into your current fundraising activities.

Know how these programs are constructed.

Before scouring your CRM for donation matching opportunities, take the time to understand how these programs are set up. Dedicated matching gift training can go a long way in empowering your team to successfully guide donors through the process.

Companies create guidelines to ensure the donations they’re giving will make a difference in causes that align with their objectives. Our guide to corporate matching gifts breaks these guidelines down into a few pieces, including:

  • Match ratio. This is the rate at which a company will match each donation. For example, most companies will match at a 1:1 ratio (i.e., a dollar-for-dollar rate). Other companies may go lower or higher, typically anywhere from .5:1 to 3:1.
  • Minimum and maximum match. Companies apply minimums and maximums to their gift matching programs. The most common minimum is $25, although some go as low as $1. Maximums typically range from $1,000 to $5,000 but sometimes go even higher than that.
  • Employment status. An individual may not be eligible for gift matching depending on their employment status. For instance, a company may limit participation to just full-time and retired employees, excluding part-time workers.
  • Nonprofit eligibility. Typically, companies allow most 501(c)(3) organizations to be eligible. The most common restriction is for religious organizations. Employers typically won’t match donations made directly to houses of worship.
  • Submission deadlines. Deadlines ensure match requests are submitted in a reasonable amount of time. Companies usually require requests to be submitted by the end of the year or within a set number of months after the donation is made.

Every company’s guidelines are different. That’s why investing in a matching gift tool is critical. As we’ll explore later, an employer search tool will instantly pull employers’ guidelines, so you can keep track of donors’ eligibility.

Market donation matching to donors.

Bloomerang’s guide to donor engagement explains that matching gift eligibility can signal potential long-term donor relationships. Push these relationships in the right direction by promoting matching donations to your donors!

Here are a few key moments to promote donation matching:

  • During the donation process. Include a snippet about gift matching on your donation form. This is a prime opportunity to feature your employer search tool. Your donors may even increase their initial donations after finding out they’re eligible.
  • Throughout your website. Feature information across your website, encouraging donors to check their eligibility. You can even create a page devoted to explaining donation matching and its impact on your cause.
  • Across communications. From your newsletter to social media posts, you can include donation matching in any of your communications.

Start marketing matching gifts to your donors through these avenues, so you can obtain your portion of the billions of dollars that go unclaimed each year! Automating your outreach using your dedicated tools will simplify your nonprofit’s marketing even further.

Leverage gift matching tools.

Dedicated employer giving tools will help you drive more matches to completion.

To start, embed an employer search tool into your donation page, confirmation page, and anywhere else on your site. This will empower donors to research their employers’ programs and find the necessary forms at any point.

As the world’s most comprehensive, accurate matching gift database, Double the Donation has records on over 24,000 companies, representing almost 27 million match-eligible individuals.

Other Resources to Explore

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

Corporate Philanthropy – Nonprofit Catalog – Donation matching is just one piece of the corporate giving puzzle. Learn about other types of corporate philanthropy with this guide.

Nonprofit Basics: Matching Gifts & How They Double Funds – Explore more fundamentals of corporate matching gifts, including benefits for all parties. You’ll also learn about companies with generous programs, helping you shape your nonprofit’s fundraising strategy.