7 Strategies for Marketing Payroll Giving to Your Supporters

7 Strategies for Marketing Payroll Giving to Your Supporters

According to recent payroll giving statistics, 59% of survey respondents have no familiarity with payroll giving initiatives. Fortunately, however, marketing payroll giving opportunities to your nonprofit supporters can significantly boost participation in the programs⁠—and enhance your overall fundraising efforts.

After all, payroll giving programs allow donors to contribute a portion of their salary to your organization automatically, providing a steady stream of income with minimal effort. However, many potential donors remain unaware of this giving method or how easy it is to participate.

In this post, we’ll explore seven practical strategies to help you market payroll giving and make it a core component of your fundraising plan.

  1. Create a Payroll Giving page on your nonprofit website.
  2. Incorporate payroll giving in your email marketing.
  3. Promote payroll giving initiatives on social media.
  4. Collect and leverage employment information in your outreach.
  5. Consider donors already eligible for other workplace giving programs.
  6. Collaborate with corporate partners to highlight the opportunity.
  7. Offer exclusive incentives for payroll giving donors.

By implementing the right marketing strategies, you can educate your supporters, promote the convenience of payroll giving, and inspire long-term donor engagement. Not to mention, increase revenue through the programs.

Let’s begin!

1. Create a Payroll Giving page on your nonprofit website.

Starting off, you’re going to want to market payroll giving programs prominently throughout your nonprofit or school’s website. A dedicated payroll giving page on your nonprofit’s website is a powerful tool for educating potential donors about this giving option, serving as a centralized hub where supporters can easily learn about the benefits, process, and impact of payroll giving.

Marketing payroll giving via your website

Start by explaining what payroll giving is, highlighting how it allows employees to contribute to your cause directly from their paycheck on a recurring basis. Ensure the page features clear instructions on how to enroll in payroll giving, too, such as through their employer’s CSR platform or by contacting their HR department.

You’ll also want to emphasize the convenience of payroll giving. Once donors sign up, they don’t have to worry about making regular donations manually. It’s a simple, consistent, and tax-efficient way to support the cause they care about.

2. Incorporate payroll giving in your email marketing.

Email marketing is one of the most effective ways to reach your nonprofit’s supporters, and incorporating payroll giving into your email campaigns can significantly boost participation.

Start by crafting a compelling email that educates your audience on the advantages of payroll giving, emphasizing its ease, convenience, and long-term impact. Highlight the benefit of steady, recurring donations for your organization, personalizing the message to show supporters how their payroll donations can drive meaningful change in the community or cause they care about.

Marketing payroll giving via email

Include clear calls-to-action in the email, encouraging recipients to enroll in payroll giving through their employer. You can link directly to your nonprofit’s payroll giving webpage or provide detailed steps for contacting their HR department to inquire about the program. It’s also helpful to include examples of companies that offer payroll giving or suggestions for how donors can advocate for the program if their employer doesn’t currently provide it.

For the best results, we recommend regularly mentioning payroll giving in different types of email communications⁠—such as newsletters, thank-you emails, or special campaign updates. This keeps the option top of mind for donors while reinforcing the importance of their continued support.

3. Promote payroll giving initiatives on social media.

Social media is a powerful channel for engaging with your nonprofit’s audience, and it can be a highly effective tool for promoting payroll giving programs, too.

Marketing payroll giving via social media

Use platforms like Facebook, Twitter, LinkedIn, and Instagram to share posts that explain what payroll giving is and how supporters can participate. Share success stories, testimonials, or case studies from current payroll donors to demonstrate the program’s real-world impact. Not to mention, visual content like infographics or short videos can be particularly effective in grabbing attention and communicating key messages.

Regularly include payroll giving in your content rotation, using relevant hashtags to increase visibility when appropriate. Remember: the goal is to ensure supporters are consistently reminded about this giving option and can easily find the information they need to get started.

4. Collect and leverage employment information in your outreach.

The more you know about your donors, the better you can engage them in workplace giving programs like payroll deductions and more. Specifically, having access to accurate and up-to-date employment data can go a long way.

But how can you collect this information? Start by incorporating questions about employment during the registration or donation process. Ask supporters to share the name of their employer, as well as whether they are aware of any workplace giving programs like payroll giving, matching gifts, or volunteer grants.

Marketing payroll giving with employment information

Once you’ve collected employment data, segment your donor list by company and customize your communications based on the giving opportunities available at those businesses. For example, if you know that a particular company offers payroll giving, you can send targeted emails to employees at that company, providing detailed instructions on how they can enroll in the program. If their company doesn’t currently offer payroll giving, encourage those donors to advocate for it within their workplace.

Top tip: If you lack quality employment information about your donors, consider utilizing a data enhancement service. This will allow you to fill in some gaps and provide the information you need to identify the best workplace giving programs in your network!

5. Consider donors already eligible for other workplace giving programs.

When it comes to workplace giving, most participating companies offer more than one way for employees to get involved. For example, statistics indicate that nearly two-thirds of companies report matching employee payroll contributions, and many of the top matching gift companies offer volunteer grants, too.

But what does that mean for your team?

Supporters who already participate in other workplace giving programs, such as matching gifts or volunteer grants, may be ideal candidates for payroll giving initiatives. To target this segment, begin by identifying donors who have previously submitted matching gift requests or applied for volunteer grants. These individuals already have a relationship with their company’s corporate social responsibility initiatives, which makes them a strong target audience for payroll giving.

Marketing payroll giving with text message

In your outreach, emphasize the complementary nature of payroll giving to other workplace programs. You’ll want to acknowledge their previous participation in workplace giving programs and thank them for their ongoing support. Then, introduce payroll giving as a way to streamline their contributions and make an even greater difference. You can even highlight how their regular contributions through payroll giving can be further amplified through matching gift programs, doubling, or even tripling their impact.

6. Collaborate with corporate partners to highlight the opportunity.

Nowadays, more and more organizations are beginning to take an increasingly proactive approach to marketing payroll giving programs to their supporters. Still, many companies choose to promote the opportunity to their employees, too. And for that reason, collaborating with the businesses offering the programs can go a long way in heightening visibility and participation.

Marketing payroll giving via company partnerships

Start by reaching out to companies that already support your nonprofit through donations, sponsorships, or volunteer programs. Ask if they have a payroll giving program in place and discuss ways to promote the initiative to their employees. This could even involve co-branded marketing materials, such as email templates, flyers, or social media posts that both the company and your nonprofit can share with their audiences.

7. Offer exclusive incentives for payroll giving donors.

To encourage supporters to participate in payroll giving, consider offering exclusive incentives that reward their commitment to ongoing contributions. This can make the process more appealing and demonstrate your nonprofit’s appreciation for their support.

While it will likely vary based on the wants and needs of your particular audience, potential incentives may include…

  • Public recognition, such as listing names on a dedicated “payroll giving wall” on your website or donor newsletters. (Top tip: Public recognition can foster a sense of pride and community among payroll donors, motivating others to join, too!)
  • Access to exclusive events, such as virtual meet-and-greets with your organization’s leadership or tours of your facilities.
  • Branded merchandise, like T-shirts, tote bags, or water bottles, as a thank-you for committing to payroll giving.

Marketing payroll giving with unique incentives

Consider tying incentives to donation milestones, such as offering a special gift to donors who have contributed for a certain number of months or reached a specific donation amount. This not only encourages initial sign-ups but also helps retain donors over the long term.


Wrapping Up & Additional Resources

Effectively marketing payroll giving can transform the opportunity into a powerful, recurring revenue stream for your organization. By leveraging digital and other marketing tactics to educate supporters and partner with companies in your network, you can unlock the full potential of workplace giving and build stronger, more consistent donor relationships.

As you implement the seven strategies above, you’ll not only raise awareness of payroll giving but also encourage long-term contributions that help sustain your nonprofit’s mission. Don’t let the opportunity go to waste!

For more information about effectively marketing payroll and other employee giving opportunities, check out the following resources:

  • The Ultimate Guide to Marketing Matching Gifts. Discover the most effective strategies for promoting corporate matching gift programs to your nonprofit’s supporters. This comprehensive guide walks you through the key tactics to increase donor engagement, raise awareness of matching opportunities, and maximize the impact of employer-matched donations.
  • Tracking Payroll Giving: A Nonprofit’s Step-by-Step Guide. Payroll giving can be a valuable and consistent source of funding, but tracking those donations is essential for success. This guide outlines the process nonprofits should follow to track payroll giving contributions efficiently, from registering with payroll platforms to monitoring and reporting on giving patterns.
  • Free Download: The Ultimate Guide to Payroll Giving. Interested in taking a deep dive into all things payroll giving? Get our free downloadable resource to explore how your organization can earn more through payroll donation revenue. Discover how to get started with the programs, best practices for optimizing your strategy, and recommended ways to incentivize participation in the programs.

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Tracking Payroll Giving- A Nonprofit’s Step-by-Step Guide

Tracking Payroll Giving: A Nonprofit’s Step-by-Step Guide

Payroll giving is a powerful tool for fundraising organizations, providing a steady and reliable stream of income through regular donations directly from supporters’ paychecks. As more companies implement payroll giving programs to support charitable causes, nonprofits like yours must understand how effectively managing and tracking payroll giving can make an impact.

Why? Properly monitoring payroll donations ensures accurate financial reporting, strengthens donor relationships, and maximizes the overall impact of this funding source.

In this blog post, we’ll walk you through a step-by-step guide on how to track payroll giving for your cause. This includes:

  1. Registering for companies’ payroll giving platforms.
  2. Determining specific payroll giving metrics and objectives.
  3. Establishing a system for recording payroll donations
  4. .Monitoring regular contributions.
  5. Reconciling payroll donations with financial records.
  6. Reporting on KPIs and other giving patterns.

From setting up the necessary infrastructure to reconciling your financial records and beyond, we’ll cover everything you need to know to stay on top of your payroll giving program and enhance its long-term success. Let’s dive in!

1. Register for companies’ payroll giving platforms.

The first step in effectively tracking payroll giving is for your nonprofit to register with the companies or platforms that offer payroll giving programs. Many corporations partner with specific third-party platforms, such as CSR software, to manage their payroll giving initiatives. By registering on these platforms, your organization becomes eligible to receive donations directly from employees’ paychecks, making it easier to capture funds and track giving trends.

Tracking payroll giving with CyberGrants

The registration process itself typically involves providing key organizational information, including your nonprofit’s EIN (Employer Identification Number), mission statement, and financial documentation. You may also be asked to complete a verification process to confirm your nonprofit’s status as a registered 501(c)(3) organization.

Then, once approved, your organization can be listed on the company’s payroll giving platform, enabling employees to select your nonprofit as a beneficiary of their payroll contributions. Just keep in mind that the better you maintain your profile, the more accessible your organization will be to potential donors within participating companies.

Top tip: While there’s a ton of CSR software out there, we recommend prioritizing CLMA-designated solutions first. These platforms demonstrate an ongoing commitment to streamlining the employee giving process, and even offer a seamless matching gift experience for donors who qualify for donation-matching!

2. Determine specific payroll giving metrics and objectives.

Before tracking payroll giving, your nonprofit must first establish clear metrics and objectives that you wish to capture. By determining what success looks like, you can collect and analyze the right data to optimize your approach. These metrics will help guide your analysis, identify trends, and allow you to make necessary improvements to maximize your payroll giving revenue.

To start, we recommend identifying key performance indicators (KPIs) that align with your organization’s goals. Some important payroll giving metrics you might consider include:

  • Number of payroll donors: How many employees are participating in payroll giving?
  • Average donation size: How much are donors contributing through payroll deductions?
  • Total amount raised: What is the overall financial impact of your payroll giving program?
  • Donor retention rates: How many payroll donors continue their contributions over time?
  • Donor growth rate: Are you attracting new donors through payroll giving programs?
  • Employer match rates: How often are donations being matched by the participating companies?

In addition to financial metrics, consider tracking engagement and awareness-building efforts. For instance, you may want to monitor how many companies your organization has registered with, how frequently your nonprofit is being promoted on payroll platforms, and the extent to which employees are aware of your participation.

Defining these objectives will not only help you track progress but also assist in creating a strategy to optimize payroll giving. Clear metrics allow you to compare your results over time, analyze what’s working, and adjust your approach accordingly. Ultimately, having well-established goals will help your nonprofit make data-driven decisions and achieve sustained growth in your payroll giving efforts.

Get a demo of our matching gift software to multiply the impact of payroll giving.

3. Establish a system for recording payroll donations.

Once your organization is listed on payroll giving platforms and you’ve determined the KPIs you wish to track, the next step is to establish a reliable system for recording payroll donations. Remember: effective tracking requires organized and accurate documentation of each gift, making it crucial to develop a robust method for capturing payroll donation data.

Start by integrating your nonprofit’s CRM (or Constituent Relationship Management) system with payroll platforms or donation management tools. Many CRM systems even offer specialized features for recording recurring donations like payroll contributions. Ensure that your CRM is set up to automatically track the donation details, including the donor’s name, donation amount, frequency, and employer.

Additionally, your system should be capable of categorizing payroll donations separately from other types of contributions, such as individual one-time gifts or grants. This allows your team to monitor and report on payroll giving specifically, ensuring better accuracy in your overall financial reporting.

Create standardized procedures for entering payroll donation data, especially if the process requires manual entry. This should include guidelines for inputting donor information, donation amounts, and transaction dates, as well as how to handle any errors or discrepancies in reporting.

Maintaining organized and updated records will help you avoid common pitfalls like double-counting donations, losing track of donors, or failing to reconcile your financial reports properly. A well-structured system ensures that your organization can track, analyze, and optimize payroll giving effectively, resulting in better decision-making and streamlined reporting.

4. Monitor regular contributions.

Once you have an efficient system in place to record payroll donations, the next step is to monitor these contributions regularly. Since payroll donations are often recurring, tracking and reviewing them on an ongoing basis is essential for managing your nonprofit’s cash flow and donation trends.

It’s important to set a schedule for checking donation activity, whether that’s weekly, biweekly, or monthly. Regular monitoring allows your nonprofit to quickly identify fluctuations in giving patterns, such as increases during key fundraising periods or decreases during off-seasons. It also helps ensure that donations are consistently received from payroll platforms and that there are no delays in disbursement.

During these reviews, verify that the correct donation amounts are being recorded and ensure that no payments have been missed. Monitoring should also include keeping an eye on matching gift contributions if companies offer them alongside payroll giving. These matching donations can significantly boost the overall funds received, making it crucial to track and follow up on any outstanding matches.

In addition, consider setting up automated alerts or reports to notify your team of key changes in payroll donations, such as when a new donor begins contributing or an existing donor alters their contribution amount. Having this information readily available will allow you to respond proactively, whether by thanking new donors, reaching out to those who adjusted their contributions, or following up on any discrepancies in donation amounts.

5. Reconcile payroll donations with financial records.

To maintain transparency and accuracy in your nonprofit’s finances, it’s crucial to regularly reconcile payroll donations with your broader financial records. Reconciliation involves comparing your internal records of payroll donations with the financial data provided by payroll platforms or corporate partners to ensure everything matches and there are no discrepancies to consider.

This process typically starts by reviewing your financial reports, which should list all donations received during a specific period. From there, compare these records with the reports generated by payroll giving platforms or the companies facilitating the donations. Look for any discrepancies between the two sets of data, such as missed donations, incorrect amounts, or unmatched transactions.

Be sure to track donation timing as well. Payroll donations are often disbursed on a different schedule from one-time gifts, meaning you may need to account for delays in receiving funds or differences between when donations are pledged and when they appear in your account.

Once you’ve identified any inconsistencies, work with your finance team and the payroll platform to address and correct any issues. This might involve contacting the donor’s employer or the payroll platform to verify missing contributions or to reconcile donation amounts.

All in all, accurate reconciliation is key to ensuring that your nonprofit’s financial health remains intact. Not to mention, donors can trust that their contributions are being properly recorded and used as intended.

6. Report on KPIs and other giving patterns.

The final step in tracking payroll giving is to report on the key performance indicators (KPIs) and analyze the giving patterns. Once you’ve gathered sufficient data, use it to create reports that offer insights into how well your payroll giving program is performing. This not only helps your internal team assess progress but also demonstrates accountability to your board, stakeholders, and donors.

When preparing your reports, consider including metrics such as:

  • Total payroll donations received over a specific period
  • Number of active payroll donors
  • Average contribution size
  • Growth in payroll giving participation
  • Comparison of payroll donations versus other giving channels
  • Employer match contributions and their impact

These reports can highlight trends in donor behavior and reveal patterns in employee giving, such as increased donations during specific months or after targeted marketing campaigns. Additionally, breaking down contributions by employer can help identify which companies are driving the most payroll giving and where more efforts might be needed to engage new partners.

Beyond financial reports, it’s valuable to analyze donor retention and engagement rates. Are employees continuing their payroll contributions year over year, or do they tend to drop off after a few months? Understanding this will help you tailor your outreach and stewardship efforts.

Regular reporting allows your nonprofit to fine-tune its approach to payroll giving, identify opportunities for growth, and ensure your program’s long-term success.


Final thoughts & additional resources

Tracking payroll giving donations is essential for ensuring your nonprofit fully benefits from this invaluable funding source. Follow the steps outlined in this guide to equip your team to manage payroll donations efficiently, maintain accurate records, and nurture strong relationships with your supporters.

As payroll giving continues to grow in popularity, nonprofits that implement effective tracking strategies better position themselves to capitalize on this consistent source of revenue and ultimately drive greater impact for their missions. Good luck!

For more information on payroll and other workplace giving strategies, check out the following recommended resources:

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