One of the largest global giving pushes in the world, Giving Tuesday, will be here this year before we know it. So now is the time to prepare for Giving Tuesday matching gifts success.
Falling each year on the first Tuesday immediately after Thanksgiving, this worldwide day of generosity can have a tremendous impact on nonprofit fundraisers. Last year boasted a record-breaking giving day, with 37 million participating adults contributing over $3.1 billion in the U.S. alone. And corporate matching gifts empower nonprofits to double their fundraising success.
However, many organizations did not realize their fullest potential when it came to matching gifts. After all, more than $4 to $7 billion in available match funds goes unclaimed on an annual basis. This is largely due to a lack of awareness by eligible donors who do not ultimately request the associated match funding from their employers. Taking steps to secure this revenue for your organization as you head into the end-of-year giving season can go a long way.
In this guide, we’ll walk you through the unmatched value of corporate gift-matching—and expert practices your team can implement to make each donation count more.
Understanding Your Giving Tuesday Matching Gift Potential
Matching gifts can dramatically improve fundraising outcomes. On Giving Tuesday, organizations expect to see elevated donor engagement, surges in incoming funds, and more. And, Giving Tuesday campaigns leveraging donation-matching typically raise 3-5x more than those that do not.
But why is this—and how does it impact your fundraising group?
Matching gifts are one of the most widely utilized types of corporate philanthropy by companies of all shapes, sizes, and sectors. When donors give to their favorite nonprofits, their employers pledge to match those gifts with their own funds. It’s essentially the “Buy One, Get One Free” sale of fundraising.
Not only do matching gifts provide an accessible form of corporate giving revenue, but they tend to drive individual involvement in fundraising as well. In fact, our research indicates that 84% of surveyed donors are more likely to contribute to a fundraising campaign if a match is available. At the same time, 1 in 3 supporters stated that they’d increase the size of their donation if they knew it would be matched.
This results in fundraising appeals that incorporate matching gifts producing a 71% increase in response rate and a 51% increase in average donation amount.
Each year, Giving Tuesday sees millions of donor gifts matched by employers, generating significant additional revenue for nonprofits and schools to support their missions. This year, we’re aiming to surpass those numbers—and the Double the Donation team is here to help you achieve that goal.
Dive deeper with our FREE downloadable resource:
14 Tips to Incorporate Matching Gifts in Your Giving Tuesday Plan
We have a lot of experience working with fundraising organizations to optimize their matching gift strategies. Thus, we know the most effective methods for driving matching gift success this Giving Tuesday and beyond.
Check out these tried-and-true practices as your team begins crafting its giving day fundraising plan. Then, determine how you can implement these tips in your own strategy.
1. Introduce matching gifts in internal Giving Tuesday preparations.
More than likely, your organization plans to host some sort of dedicated Giving Tuesday training leading up to the big day. This may involve establishing a fundraising timeline, crafting donor-facing messaging, and setting specific goals to ensure your whole team is on the same page.
One of the first things you can do to set your nonprofit up for Giving Tuesday success is to incorporate matching gifts throughout these preparations.
Getting your fundraising staff on board with the opportunity allows you to empower them as some of your greatest matching gift advocates.
And how can you do so? It all starts with marketing matching gifts to your internal team.
Specifically, you’ll want to cover:
- The basics of corporate matching gift programs (i.e., what they are, common stipulations, etc.)
- The impact that corporate gift-matching can have on your fundraising efforts (donation response rates and gift sizes, corporate partnerships, supporter engagement)
- An overview of the matching gift cycle (from identification to submission and funding disbursement) and how to assist donors through the process
- How team members can make the most of any matching gift technology in your fundraising software toolkit
- How to learn more about the opportunity (attend a webinar, enroll in Double the Donation’s Matching Gift Academy)
Consider utilizing a number of communication channels to engage your internal audience (such as fundraising staff, marketers, board members, key volunteers, and more). This may include in-person or virtual presentations, emails, and other resources to spread awareness.
Ultimately, it’s critical that you get your team excited to make the most of matching gifts come Giving Tuesday and beyond.
2. Establish a matching gift fundraising goal beforehand.
Just like you probably have (or will have) a goal that represents your supporters’ total giving on Giving Tuesday, it’s a good idea to establish a separate goal exclusive to matching gifts for the campaign. Regardless of whether you opt to measure total revenue through corporate gifts or the number of donations successfully matched, tracking goals is the key to determining success and inspiring engagement.
To set a lofty yet realistic matching gift fundraising goal this Giving Tuesday, you’ll first want to analyze your past fundraising and matching gift performance. For example, let’s say your team collected $1,000 worth of matching gifts associated with Giving Tuesday donations last year—with little to no promotional activity around corporate matching. This year, you can expect to see a significant increase by taking a proactive approach to informing donors, encouraging participation, and even automating the matching gift experience.
From there, be sure to communicate this goal (and your progress toward it) leading up to, during, and after your Giving Tuesday campaign. Aiming for a specific target will allow you to establish a sense of urgency and motivate eligible supporters to take their next steps. Try using a fundraising thermometer on your campaign page, social media, or donor messaging to illustrate your movement toward the matching gift goal in a visual way.
Note: As you set your goal, however, keep in mind that the disbursement of matching gift funds is often delayed. That said, tracking your matching gift participation by the total number or value of matches identified—or the number of matching gifts requested—can be an excellent substitute. This is especially beneficial for a time-bound campaign during the giving season!
3. Consider engaging taglines, graphics, and blurbs.
Many nonprofits devote significant time, energy, and creativity to planning and executing their Giving Tuesday fundraising efforts. And often, the campaigns with the most unique and engaging elements are the ones that stand out and see the greatest level of success.
The Giving Tuesday organizers even encourage nonprofits to customize the official campaign logo to best connect with their own audiences for this reason.
So, what does that mean for your matching gift efforts on this day?
We, like the Giving Tuesday team, encourage you to get creative with your promotions. That might mean coming up with inventive taglines, crafting novel hashtags, designing eye-catching graphics, or writing witty blurbs. While the goal is to drive participation in your matching gift campaign, the path to get there involves unique content and actionable messaging.
Here are a few examples to consider. Feel free to adjust these ideas to reflect your organization’s mission, voice, and style!
Double the #GivingTuesday Love
Promote corporate matching gifts as a way to amplify the impact of donations on Giving Tuesday. This type of effort pairs well with match-related imagery to symbolize the doubling of donations. For instance—pairs of animals, twins posing in identical outfits, matching (or mismatched) socks, and more. If it’s something relevant to your mission, that’s even better.
By emphasizing that donors’ contributions may be matched, you can reiterate the way that each gift can multiply in value for your cause.
After #GivingTuesday comes #MatchingWednesday
Another idea involves engaging your donors in matching gifts the day after Giving Tuesday. By introducing a #MatchingWednesday follow-up campaign, you can retain your organization at the forefront of supporters’ minds for longer. Plus, allow them to stretch their gifts without re-opening their wallets.
Not to mention, much of the Giving Tuesday buzz will have settled down. This means you’ll have less competition for your audience’s attention and likely a more prominent spot in their inboxes. However, it still allows you to capitalize on the momentum of Giving Tuesday to drive continued giving and impact.
4. Get inspired by other nonprofits’ matching gift efforts.
Sometimes the best way to inspire your own organization’s fundraising initiatives is to take a look at other nonprofits that have seen great success in their efforts. When it comes to matching gifts on Giving Tuesday, exploring organizations that have done so effectively in previous years can help inform your team’s strategy.
We’ve located a few standout examples of Giving Tuesday matching gifts campaigns that engaged their audiences, informed supporters of matching gift opportunities, and ultimately drove more matches to completion.
First, these matching gift banners were incorporated into one of the largest healthcare and research organizations’ Giving Tuesday pages:
This organization repeatedly highlights the matching gift opportunity throughout its campaign landing page. It also uses a customized Giving Tuesday logo to attract the audience’s attention and enlists donor-centric language to call the supporter to immediate action.
Not to mention, this nonprofit also equips its supporters with a matching gift automation platform. This makes it quicker and easier than ever before for donors to double their impact with a match from their employer!
Here’s another example from an animal welfare and service dog training organization promoting matching gifts in its Giving Tuesday campaign:
This visually focused campaign utilizes the “cuteness factor” to catch supporters’ eyes and elicit an emotional response to the fundraising appeal. With matching dog photos to represent the matching donation opportunity, the organization aims to drive donations and matches with a mission-relevant custom graphic.
And again, this organization leverages matching gift software to simplify the employee matching gift experience for its donors! The simpler it is for supporters to complete the match request process, the more revenue a team can expect from the funding source.
Next, a Utah-based food bank incorporates a matching gift appeal on its Giving Tuesday page, as seen below:
This effort focuses heavily on the organization’s impact. Not only does the campaign graphic quite literally put a face to the fundraising need, but it also shares a relevant statistic that emphasizes the importance of donor giving for the nonprofit’s audience. And it allows the supporter to see how their potential gift can make twice the difference!
Plus, with a matching gift software in this food bank’s Giving Tuesday tech stack, supporters can receive information about and participate in their employers’ matching gift programs with just a few easy (and guided) steps.
Finally, check out this example from an environmental nonprofit based in Los Angeles, California:
This Giving Tuesday matching gifts promotion incorporates a dedicated blog post on the organization’s website. The content shares several easy ways that supporters can strengthen their donations when participating in the giving day campaign and is designed to aid the fundraiser in maximizing individual support.
The ways highlighted include making a recurring donation, contributing gifts of stock, amplifying the organization’s efforts with word-of-mouth marketing, and, of course, participating in employee matching gifts.
5. Read up on companies with Giving Tuesday matching programs.
More than 24,000 companies have known matching gift programs worldwide. Some of the most notable examples include General Electric, Microsoft, Google, Walt Disney Company, Coca-Cola, and Home Depot. As these are generally organized as a year-long initiative, employees who work for these companies will likely qualify to have their Giving Tuesday donations matched.
However, it’s also worth noting that some businesses opt to go above and beyond with their matching gift programs—specifically for Giving Tuesday! Familiarizing your staff with top matching gift programs beforehand will allow you to prepare to best share the information with donors who work for these companies. Not to mention, promoting Giving Tuesday-specific matches is a great way to incentivize giving and matching by eligible employees.
For instance, the companies below have increased their matching gift ratios to multiply employee gifts made on Giving Tuesday at a greater rate.
Typically matching donations at a 1:1 rate (i.e., a $50 gift produces a $50 match), Estée Lauder offers its employees a “double-matching gifts” program on Giving Tuesday. When a qualifying staff member makes a donation on Giving Tuesday, the company ultimately triples the gift for the organization.
Fiserv generally matches employee gifts at a standard 1:1 match rate. However, gifts made on Giving Tuesday were multiplied at a higher level—offering a limited-time 2:1 matching gift ratio.
Caterpillar Inc., matching gifts through the Caterpillar Foundation, incentivizes participation in Giving Tuesday by its employees by offering a greater 2:1 match. This limited-time motivator is typically hosted for the two weeks leading up to Giving Tuesday while the company establishes an annual match limit of $1.5 million.
BlackRock encourages employee giving on giving days by offering a 2:1 match ratio for gifts made during the span of Giving Tuesday. For most other donations throughout the year, however, the company matches at a standard 1:1 rate.
Though this company typically matches gifts at a dollar-for-dollar rate, team member gifts contributed on Giving Tuesday were matched at a 3:1 ratio. That means if an employee gives $100, Elevance Health matches with $300—essentially quadrupling the value of the initial gift.
6. Propose Giving Tuesday custom match programs with corporate partners.
Unfortunately, some companies still don’t have widely accessible matching gift programs—but that doesn’t mean you should give up on match opportunities for those donors. It just means you need to adjust your strategy! And one tactic that we recommend goes particularly well with Giving Days, end-of-year fundraising, and other time-based initiatives: custom (or one-off) matching gift programs.
Here’s how it works: As you prepare for Giving Tuesday, locate a company that employs a decent segment of your donor base but doesn’t currently match team members’ donations. Reach out to that company’s leadership (or encourage your donors to reach out themselves to forge a connection) and propose a dedicated matching gift partnership for Giving Tuesday.
Once agreed upon, your team will add the custom program to your matching gift search tool. (Hint: Nonprofits using Double the Donation’s platform can add one-off initiatives to their database using the unique program management feature.) This way, it will populate in qualifying donors’ employer queries when the campaign is live.
In this type of program, the company would commit only to matching gifts to your organization, likely within a set campaign window on or around this year’s annual Giving Day. And it’s a great way for unfamiliar employers to become acquainted with employee donation-matching, too!
*As a note, this feature is designed specifically for fundraisers looking to manage custom matching gift initiatives—Double the Donation does not work directly with corporations. If you’re a company interested in creating a matching gift program, contact us, and we’ll share information about our corporate vendor partners.
7. Share about Giving Tuesday and matching gifts on social media.
Your organization’s social media profiles are likely some of your greatest marketing and communications assets—especially regarding your fundraising efforts. As Giving Tuesday is a largely digital campaign, leveraging your online presence is a must. And promoting matching gift opportunities through these channels can be particularly impactful.
Prior to the big day, teaser posts can create anticipation by highlighting not only the upcoming Giving Tuesday campaign but also the opportunity to amplify donation impact with employee matching gifts.
Check out the sample post below—and be sure to link to your matching gifts page in the caption to provide additional information.
At the start of Giving Tuesday, consider posting something like this (hint: it can also be added to your giving day campaign page!). Again, be sure it sends viewers to your match page or donation form, empowering supporters to learn more and get involved.
Then, throughout the day, real-time updates (such as progress toward your general fundraising and matching gift goals) can showcase engagement and inspire giving through social proof.
Soon after Giving Tuesday concludes, share something like this to acknowledge and appreciate donor giving and encourage them to take the next steps:
Remember: consistent messaging across these phases enhances engagement, prompts urgency, and extends your campaign’s influence. Not to mention, you also provide digital content that is easily shareable for donors who want to increase their impact even further by spreading the word about the opportunity to their own networks!
8. Don’t forget about volunteer grants.
Giving Tuesday isn’t just about giving financially, either. Many nonprofit supporters worldwide choose to engage with this global day of giving by donating their time and skills. Thus, make sure your team isn’t overlooking another type of workplace giving program: volunteer grants!
Unfortunately, like traditional matching gifts, many eligible employees remain completely unaware of the opportunity available to them. By informing the volunteers who support your nonprofit’s efforts about the chance to amplify their impact with volunteer grants, your team can further enhance engagement on—and long after—Giving Tuesday.
Encourage existing volunteers to research their employers’ giving programs to determine eligibility. (Hint: If you have access to a matching gift database, see if it contains volunteer grant information, too. Double the Donation’s does!) Then, ask that your volunteers apply for these grants to support your organization.
9. Highlight matching gifts on your campaign landing page and giving form.
You likely expect a lot of web traffic heading to your Giving Tuesday campaign landing page. Don’t let this resource go to waste! Instead, incorporate information about corporate matching gift programs to ensure each visitor is exposed to the opportunity.
Not only will this increase the likelihood that qualifying donors ultimately complete their matches, but it can also inspire more supporters to give in the first place.
From there, donors will click to access your donation form and provide the information required to process the gift. In addition to the basics—such as their name, intended donation amount, and payment details—we also recommend collecting employment information.
When supporters provide the name of the company they work for, it will be easier to uncover eligible gifts and follow up with targeted instructions for completing the match.
Hint: If your team has purchased a matching gift database software, it’s a good idea to embed your search tool on both the Giving Tuesday landing page and your online giving form. This widget can collect company data in the donation process and provide program guidelines and links to submission forms from your confirmation page—making it as easy as possible for your donors!
10. Craft an inspiring matching gift ask.
Your matching gift appeal is one of the most essential components of your Giving Tuesday matching gifts plan. Crafting an ask that incites your intended action—donors completing corporate matching gifts on your behalf—requires a strategic blend of urgency, emotion, and information. As you begin workshopping your match appeal, consider borrowing tips and tricks from your broader donation requests.
For example, the official Giving Tuesday toolkit provides a framework for establishing impactful fundraising asks. This includes a…
- Belief statement — a declaration of the organization’s core values and convictions (ex: “We believe that no student should have to choose between food and learning.”)
- You statement — an explanation of the donor’s role in the campaign and how their support can help (ex: “You can help us stock the pantry so that no student goes hungry.”)
- Opportunity statement — a call to action inspiring donors to get involved (ex: “Are you with us?”)
Working off these three elements, here’s a sample matching gift appeal the same institution might use to promote corporate-matching opportunities on Giving Tuesday:
- Belief statement — “Matching gifts have the potential to multiply our school’s fundraising impact, ultimately providing much-needed support for students in our community.”
- You statement — “By completing a brief online submission form for your employer, you can double the value of your initial donation to our food pantry fundraiser, allowing more students to benefit from essential food and resources.”
- Opportunity statement — “Will you click here to complete your matching gift request?”
As always, just remember to adjust this sample messaging to reflect your organization’s own mission, vision, and fundraising need.
11. Build out your fundraising and matching gift tech stack.
Powering your Giving Tuesday campaign with the right software is essential for optimal fundraising results.
The Giving Tuesday team recommends testing your technology by walking through the entire giving process from the donor’s perspective. This allows you to gauge the user experience, identify any roadblocks, and ensure seamless giving come Giving Tuesday. We suggest going a step further and also testing out your matching gift experience!
As you make your test donation, ask yourself the following questions:
- Does the giving page request my employment information?
- Does the confirmation page encourage me to pursue a corporate matching gift, if applicable?
- If I provided my employment information, does the confirmation page populate with company-specific program details?
- If I provided my employment information, am I provided with a link to my company’s online match request form?
- Do I receive a follow-up email that contains detailed information on the matching gift process and urges me to complete my match?
If you notice areas with room for improvement in your strategy—or identify significant gaps in your tech stack—begin tackling any issues that arise immediately. You want to be sure you provide your supporters with the best experience possible, and an integrated fundraising platform and matching gift tool can do a lot!
12. Send post-transaction matching gift outreach.
After donors contribute to your Giving Tuesday campaign, be sure they’re informed (or reminded) about matching gift opportunities to keep them engaged. Sending post-transaction match-related outreach is a great way to utilize your already high levels of donor engagement.
It’s important to provide clear instructions on how supporters can initiate the matching process with their employers. And for the best results, timing matters! Double the Donation studies indicate that matching gift emails sent within 24 hours of a donation being made see a 53% open rate. That’s 2-3x the average nonprofit email open rate.
Plus, with a matching gift software, you can automate tailored messaging so that your fundraising team doesn’t have to lift a finger.
Free resource: Check out our sample matching gift letters to get a head start on your organization’s matching gift communications. Customize our free templates to best engage your audience!
13. Enlist supporters to advocate for matching gifts on your behalf.
Another key component of Giving Tuesday participation is advocacy. Thus, using this chance to empower your nonprofit supporters to advocate for matching gifts on behalf of your organization and its mission should be a no-brainer.
For example, not all of your donors will work for employers that have existing matching gift programs. But if an employee were to ask the company to reconsider its workplace giving offerings by matching gifts, it could make a big difference. Thus, enlisting supporters as advocates for matching gifts on (or leading up to) Giving Tuesday can help your team amplify its long-term impact and engagement—even if it doesn’t result immediately in a match.
Consider sharing a customizable email template, like this one, with your supporters:
Subject line: Request for a corporate matching gift program at [company name]
Hi [company leader],
I am writing to request the addition of a corporate matching gift program at [company name].
Thousands of companies offer employee matching gift programs as a way to support their staff and give back to their communities.
These programs also tend to benefit companies in terms of employee engagement and retention, opportunities to attract competitive candidates, improved brand image, increased sales, and more.
Thank you for your consideration,
[Your name]
[Job position]
Not to mention, donors can also advocate for matching gifts to their friends, families, colleagues, and more. We previously mentioned that tons of match-eligible individuals remain unaware of the opportunity, and your supporters can help bridge the knowledge gap by spreading the word!
14. Thank donors for all their involvement in your Giving Tuesday efforts.
At the conclusion of Giving Tuesday, it’s time to shift your efforts from an ongoing campaign to post-fundraising stewardship and retention. And for matching gift donors, doing so is more important than ever!
Thanking supporters for their involvement in your campaign is vital for building and strengthening lasting relationships. In the days following Giving Tuesday, automate personalized thank-you emails, make phone calls, or send handwritten letters that express gratitude for donors’ support.
Then, as matching gifts are completed, don’t forget to send match-related acknowledgments, as well! We recommend thanking donors at two key points: once they confirm that they’ve submitted their match request and after your organization receives their employer’s match.
Plus, if you had supporters get involved through volunteerism, advocacy, or other employee giving programs, be sure to thank them for their engagement, too.
Next Steps
With Giving Tuesday quickly approaching, there’s no better time to revamp your organization’s matching gift efforts. You certainly don’t want to overlook this key source of revenue or the individual and corporate engagement opportunities it brings. To optimize your strategy, it’s important to take a proactive approach to matching gifts.
But remember: equipping your fundraising team with the right tools to do so is a must. Automation allows you to make the most of matching gifts without investing much of your (perhaps already stretched-thin) time and resources.
And it’s not just helpful on the big day, either. A matching gift platform can enhance matching gifts throughout the rest of your giving season, into the new year, and beyond.
Start prepping for Giving Tuesday! Get your matching gifts strategy ready by exploring these additional guides:
How to Hire A Google Grants Agency + 8 Best Firms for 2024
/in Marketing Strategies, Learning Center, Lists and Rankings /by Adam WeingerThe Google Ad Grants program empowers nonprofits to connect with prospects searching for causes like theirs around the globe. However, maximize the program’s potential requires a strategic approach.
Google Grants agencies specialize in helping nonprofits fully leverage the program. They handle everything from applying for the program to picking the best keywords, removing the learning curve so you can focus on your mission and engage new constituents.
Whether you’re new to Google Ad Grants or looking to refresh your account management strategies, a Google Ad Grants manager can elevate your ad campaigns and keep your account compliant with Google’s rules. In this guide, we’ll cover the program basics and recommend top Google Grants agencies to help you make the most of your $10,000 monthly grant. Here’s what we’ll cover:
At Double the Donation, we’ve witnessed organizations achieve remarkable results with corporate giving programs like Google’s. While we focus on employee giving programs like matching gifts, we believe Google Ad Grants can also significantly enhance your organization’s impact. Let’s explore how specialized agencies can streamline this process.
An Overview of Google Ad Grants Management
Before researching specific Google Grants agencies, make sure you know what Google is offering eligible nonprofits through the program. This will help you understand whether outsourcing the work to a professional is the right move. If you’re already well-versed in Google Ad Grants, feel free to jump ahead to learn how an agency fits into your strategies.
What is the Google Ad Grant?
The Google Ad Grants program is a corporate giving initiative that gives 501(c)(3) organizations $10,000 every month to spend on amplifying their pages in Google search results. That adds up to $120,000 every year that qualifying nonprofits can invest into marketing their missions.
Nonprofits pick the landing pages they’d like to promote, then build ad campaigns that target different keywords related to their mission. The goal of the program is to help nonprofits scale their impact by getting in touch with more donors, volunteers, and advocates online.
So long as your nonprofit complies with the program’s guidelines, the grant will automatically renew each month. The program has pretty strict guidelines for eligibility and ongoing compliance. That’s why organizations typically outsource account management to Google Ad Grant marketing agencies who will oversee their campaigns and keep their accounts compliant.
Are Google Ad Grants worth it?
Since 2001, Google has awarded over $10 billion in free advertising to 115,000+ nonprofits in 51 countries, according to recent nonprofit marketing statistics. Your nonprofit can easily become part of this amazing program!
While it can be challenging to create winning ad campaigns, any organization can (and should) apply for the program. It’s $10,000 of free funding every month that can amplify your cause if you allocate it strategically. With proper Google Ad Grants management, the program empowers your nonprofit to:
To make the most of the program, have someone at your organization spend a few hours each week learning about Google Ad Grants management. If you face limited staff bandwidth and can’t invest enough time into your campaigns, outsource the work to a dedicated Google Ad Grants manager.
Either way, $10,000 a month is a good chunk of change that will pale in comparison to the amount of staff time you spend or the money you pay an expert to manage your campaigns.
Why should I invest in Google Ad Grants management?
This Google Ad Grants impact report shows that nonprofits can see incredible returns with proper Google Ad Grants management. In fact, search ads offer the highest ROI among paid advertising platforms for nonprofits.
Google processes 3.5 billion search queries daily and accounts for over 90% of the search engine market, making it the world’s most popular search engine. Advertising your cause on Google connects you with a vast audience, and effective grant management ensures you deliver the right content to the right individuals.
However, getting started comes with a steep learning curve, from conducting keyword research to maintaining compliance with Google’s standards. With your team’s busy schedule, dedicating enough time to manage your Google Ad Grant may be challenging.
Investing in professional Google Ad Grants management offers several benefits:
Especially when working with a Google-certified agency, you’ll gain access to the best advice and a direct line to Google for any account issues.
How A Google Grants Agency Can Help Your Nonprofit
From determining your eligibility to finding the right keywords, a lot goes into effective Google Ad Grants management. That’s where a dedicated Google Grants agency comes into play.
Agencies will take the guesswork out of account management and develop winning campaigns that supercharge your marketing efforts. They spend their time understanding the program’s requirements and learning how to leverage relevant tools that will maximize their clients’ results. Specifically, they help nonprofits with the following:
A Google Grants agency knows what it takes to create winning campaigns that inspire users to click through to your website. And like we mentioned, the money you spend on hiring a professional will be well worth it compared to the $10,000 in marketing money you’ll receive every month.
If you’re curious about any of these services, Getting Attention’s Google Grant agency guide explores how agencies help nonprofits in-depth. That way, you can understand if investing in an agency is the right move.
What Is A Google Partner?
Any marketing agency can offer Google Grants management services. While some promising startup agencies can provide sufficient services, nonprofits can ensure they’re hiring a reliable agency by choosing a certified Google Partner.
A Google Partner is an organization that has earned a certification from Google for demonstrating expertise in managing Google Ads accounts. To become a Google Partner, a company must meet specific requirements set by Google, including:
Being a Google Partner provides a company with access to special benefits, including training and support from Google, early access to new features, and the ability to display the Google Partner badge on their website and marketing materials.
This designation is a mark of trust and expertise, indicating that the company is recognized by Google as capable of effectively managing Google Ads campaigns and maximizing the return on investment for their clients.
How To Choose A Google Ad Grants Manager
At this point, you’re almost ready to explore different agencies. As you explore your options, you should take certain steps to make sure you find a Google Grants agency that you can fully depend on to make the most of this CSR opportunity.
For instance, you’ll want to:
By walking through these steps, you’ll narrow down your options in no time. Remember, the right Google Ad Grant marketing agency will act as an extension of your team and do everything it can to champion your cause. We recommend choosing a Google Partner since these agencies demonstrate a clear understanding of the program.
Whoever you choose, spending time finding a good fit will pay off in the long run as you’ll be able to fully rely on them to make the most of your grant money.
8 Recommended Google Grants Agencies
To simplify the extensive vetting process, we’ve compiled a list of recommendations, so you can find ones that might be a good fit for your team. Each of these partners works with nonprofits to enhance their Google Ad Grants management and displays knowledge of the program’s requirements and opportunities. Use this list to narrow down your options and request their support when you’re ready.
Getting Attention | Best All-Around Agency
Getting Attention specializes solely in Google Ad Grants management. They’re committed to maximizing your grant money, keeping your account compliant, and connecting you with lifelong prospects through powerful marketing campaigns. Backed by a team of seasoned professionals, they’ll act as an extension of your team and work with you to drive results. By managing every aspect of your Google Ad campaigns, they’ll help get your cause in front of qualified prospects who want to make an impact on your cause.
This agency is also a certified Google Partner, meaning the Google Ads team has personally reviewed their team’s abilities to manage Google Ad accounts properly. Their core services include:
Getting Started With This Google Grants Agency
Getting Attention strives to be fully transparent with its clients, which is why they don’t charge any upfront fees and instead only charge a monthly fee of $600. Compared to the $10,000 in grant money they’ll secure for you, that’s a small price to pay for expert Google Ad Grants management, especially from a certified Google Partner!
If you require additional services beyond what’s included in their pricing package, they’re open to discussing their experience with you to find a plan that will work. Reach out to discuss your needs with their team today.
Nonprofits Source | Best Agency for Educational Resources
If you’re new to the Google Ad Grant program, the most vital thing you need in this stage is information, and that’s where Nonprofits Source steps in. This digital marketing agency empowers nonprofits to grow their digital footprints, and where it really stands out is its expansive educational library.
Know that they only offer general digital marketing services to nonprofits, though. These services include search engine optimization and web design, which are both essential for improving your Google Search presence. While they don’t manage Ad Grant accounts, they offer plenty of free resources about the program, such as:
Exploring This Agency’s Resources
Check out Nonprofits Source’s blog for the latest tips in the nonprofit digital marketing world. In no time, you’ll be an expert! You can also partner with them for your SEO and website design needs.
DNL OmniMedia | Best Consultant for Nonprofit Technology
DNL OmniMedia is a nonprofit technology consultant. Their mission is to help your nonprofit leverage technology in ways that amplify your cause and focus on goals rather than getting bogged down with code and data. While they don’t specialize solely in Google Grants, they do offer services that will help enhance your Google Ad Grants management.
Their pay-per-click (PPC) marketing services include:
Getting Started With This Google Grants Agency
DNL OmniMedia makes it easy to learn about their services and contact their team by filling out a form on their website. Whether you’re looking to improve your Google Ad landing pages or better understand campaign data, this Google Grants agency is a reliable choice!
Allegiance Group | Best Agency for General Digital Marketing
Allegiance Group works with nonprofits and associations to transform their digital strategies and grow their impact. Whether you’re focused on fundraising, advocacy, stewardship, or content marketing, they’ll tailor your digital marketing plan to do more good for your cause. One of their digital marketing offerings is Google Ad Grants management.
Their advertising-related services include:
Getting Started With This Google Ad Grants Manager
Allegiance Group empowers you to create a more holistic approach to your nonprofit’s digital marketing. Explore their site to get a sense of whether their offerings align with your Google Ad Grant needs.
RKD Group | Best Agency for Donor Cultivation
RKD Group is a certified Google Grants agency that understand that nonprofits often have trouble making the most of their free advertising money without professional help and aim to eliminate those obstacles for them. They were the first full-service direct-response company to be added to the Ad Grants Certified Professional Community, so you know you’re in good hands if you choose them. From animal welfare groups to veteran organizations, they strive to help all causes succeed by connecting with donors.
Their team of experts will work closely to manage all aspects of your Ad Grants account through services such as:
Getting Started With This Google Grants Agency
RKD Group makes it easy to amplify your work and take advantage of the opportunities available to your nonprofit. Before lining up a consultation with their team, check out their services to make sure they offer what you need.
TrueSense Marketing | Best Agency for Search Engine Marketing
As a certified professional Google Ad Grant marketing agency, TrueSense Marketing is a smart addition to your marketing efforts. They’re comprised of professionals with extensive search engine marketing (SEM) experience that can take your Google Ad Grants management to the next level. They’ll handle everything from application to ongoing maintenance, so you can focus on other aspects of your mission.
Some of their services include:
Getting Started With This Google Ad Grants Manager
TrueSense Marketing is devoted to helping you make the most of your $10,000 each month. You can explore their full list of services on their website and determine if they’d be a good fit for your nonprofit.
Koios | Best Google Grants Agency for Libraries
Koios is a nonprofit organization specializing in digital marketing for public libraries, library advocacy groups, and other public information advocates. Their main service involves using the Google Ad Grants program to enhance the visibility of libraries online. Koios assists libraries in applying for the program, creating effective advertising strategies, and managing their Google Ads accounts.
They help increase web traffic to library websites and resources, particularly by making library catalogs more discoverable in Google searches. Here’s an overview of this agency’s services:
Getting Started With This Google Grants Agency
Koios works with libraries of varying sizes and tailors its pricing accordingly, offering a 60-day free trial period for new subscribers.
Reef Digital Agency | Best Google Grants Manager for Australian Nonprofits
Located in Australia, Reef Digital specializes in managing Google Ad Grants among other digital marketing services. They were the first agency in Australia to receive the Google Ad Grants Certified Professional designation, which is a testament to their expertise.
After serving 50+ nonprofits, they know how to unlock the power of the Google Ad Grant. Their featured case studies show that they helped the Australian Cancer Research Foundation reach record-breaking EOFY campaign results via the Google Ad Grant. They also helped Care Careers, which is a job board attract people to work in the disability, community, and aged care sector in Australia. They achieved
Here’s a rundown of Reef’s services:
Getting Started With This Google Ad Grants Manager
Reef charges based on the complexity of your Google Grants needs. They offer a free Google Ad Grants audit to potential clients.
Additional Google Ad Grant Resources
The Google Ad Grant program offers an immensely valuable marketing opportunity for your team. You can amplify your work and expedite your mission, but only if you choose the right keywords and deliver optimized landing pages to prospects.
A professional Google Grants agency eliminates the guesswork and makes it incredibly easy to get your content in front of the right audiences.
Plus, agencies that are fully devoted to Google Ad Grants management spend their time learning the ins and outs of the program. They fully understand everything from compliance requirements to keyword research best practices. That way, you can rest assured that you’re creating winning campaigns and that your account will stay compliant. In turn, you can keep receiving your free $10,000 grant every month.
As the only agency fully dedicated to Google Ad Grants on our list, we highly recommend you check out Getting Attention. They offer everything you need to get your account activated and create optimized campaigns. Plus, they’re a certified Google Partner, so you know you’re receiving professional guidance.
Looking to learn more about the program? As you start researching different agencies, check out these educational resources:
Double Your Giving Tuesday Impact with Matching Gifts
/in About Double the Donation, Learning Center /by Adam WeingerOne of the largest global giving pushes in the world, Giving Tuesday, will be here this year before we know it. So now is the time to prepare for Giving Tuesday matching gifts success.
Falling each year on the first Tuesday immediately after Thanksgiving, this worldwide day of generosity can have a tremendous impact on nonprofit fundraisers. Last year boasted a record-breaking giving day, with 37 million participating adults contributing over $3.1 billion in the U.S. alone. And corporate matching gifts empower nonprofits to double their fundraising success.
However, many organizations did not realize their fullest potential when it came to matching gifts. After all, more than $4 to $7 billion in available match funds goes unclaimed on an annual basis. This is largely due to a lack of awareness by eligible donors who do not ultimately request the associated match funding from their employers. Taking steps to secure this revenue for your organization as you head into the end-of-year giving season can go a long way.
In this guide, we’ll walk you through the unmatched value of corporate gift-matching—and expert practices your team can implement to make each donation count more.
Understanding Your Giving Tuesday Matching Gift Potential
Matching gifts can dramatically improve fundraising outcomes. On Giving Tuesday, organizations expect to see elevated donor engagement, surges in incoming funds, and more. And, Giving Tuesday campaigns leveraging donation-matching typically raise 3-5x more than those that do not.
But why is this—and how does it impact your fundraising group?
Not only do matching gifts provide an accessible form of corporate giving revenue, but they tend to drive individual involvement in fundraising as well. In fact, our research indicates that 84% of surveyed donors are more likely to contribute to a fundraising campaign if a match is available. At the same time, 1 in 3 supporters stated that they’d increase the size of their donation if they knew it would be matched.
This results in fundraising appeals that incorporate matching gifts producing a 71% increase in response rate and a 51% increase in average donation amount.
Each year, Giving Tuesday sees millions of donor gifts matched by employers, generating significant additional revenue for nonprofits and schools to support their missions. This year, we’re aiming to surpass those numbers—and the Double the Donation team is here to help you achieve that goal.
Dive deeper with our FREE downloadable resource:
14 Tips to Incorporate Matching Gifts in Your Giving Tuesday Plan
We have a lot of experience working with fundraising organizations to optimize their matching gift strategies. Thus, we know the most effective methods for driving matching gift success this Giving Tuesday and beyond.
Check out these tried-and-true practices as your team begins crafting its giving day fundraising plan. Then, determine how you can implement these tips in your own strategy.
1. Introduce matching gifts in internal Giving Tuesday preparations.
More than likely, your organization plans to host some sort of dedicated Giving Tuesday training leading up to the big day. This may involve establishing a fundraising timeline, crafting donor-facing messaging, and setting specific goals to ensure your whole team is on the same page.
One of the first things you can do to set your nonprofit up for Giving Tuesday success is to incorporate matching gifts throughout these preparations.
Getting your fundraising staff on board with the opportunity allows you to empower them as some of your greatest matching gift advocates.
And how can you do so? It all starts with marketing matching gifts to your internal team.
Specifically, you’ll want to cover:
Consider utilizing a number of communication channels to engage your internal audience (such as fundraising staff, marketers, board members, key volunteers, and more). This may include in-person or virtual presentations, emails, and other resources to spread awareness.
Ultimately, it’s critical that you get your team excited to make the most of matching gifts come Giving Tuesday and beyond.
2. Establish a matching gift fundraising goal beforehand.
Just like you probably have (or will have) a goal that represents your supporters’ total giving on Giving Tuesday, it’s a good idea to establish a separate goal exclusive to matching gifts for the campaign. Regardless of whether you opt to measure total revenue through corporate gifts or the number of donations successfully matched, tracking goals is the key to determining success and inspiring engagement.
To set a lofty yet realistic matching gift fundraising goal this Giving Tuesday, you’ll first want to analyze your past fundraising and matching gift performance. For example, let’s say your team collected $1,000 worth of matching gifts associated with Giving Tuesday donations last year—with little to no promotional activity around corporate matching. This year, you can expect to see a significant increase by taking a proactive approach to informing donors, encouraging participation, and even automating the matching gift experience.
From there, be sure to communicate this goal (and your progress toward it) leading up to, during, and after your Giving Tuesday campaign. Aiming for a specific target will allow you to establish a sense of urgency and motivate eligible supporters to take their next steps. Try using a fundraising thermometer on your campaign page, social media, or donor messaging to illustrate your movement toward the matching gift goal in a visual way.
Note: As you set your goal, however, keep in mind that the disbursement of matching gift funds is often delayed. That said, tracking your matching gift participation by the total number or value of matches identified—or the number of matching gifts requested—can be an excellent substitute. This is especially beneficial for a time-bound campaign during the giving season!
3. Consider engaging taglines, graphics, and blurbs.
Many nonprofits devote significant time, energy, and creativity to planning and executing their Giving Tuesday fundraising efforts. And often, the campaigns with the most unique and engaging elements are the ones that stand out and see the greatest level of success.
The Giving Tuesday organizers even encourage nonprofits to customize the official campaign logo to best connect with their own audiences for this reason.
So, what does that mean for your matching gift efforts on this day?
We, like the Giving Tuesday team, encourage you to get creative with your promotions. That might mean coming up with inventive taglines, crafting novel hashtags, designing eye-catching graphics, or writing witty blurbs. While the goal is to drive participation in your matching gift campaign, the path to get there involves unique content and actionable messaging.
Here are a few examples to consider. Feel free to adjust these ideas to reflect your organization’s mission, voice, and style!
Double the #GivingTuesday Love
Promote corporate matching gifts as a way to amplify the impact of donations on Giving Tuesday. This type of effort pairs well with match-related imagery to symbolize the doubling of donations. For instance—pairs of animals, twins posing in identical outfits, matching (or mismatched) socks, and more. If it’s something relevant to your mission, that’s even better.
By emphasizing that donors’ contributions may be matched, you can reiterate the way that each gift can multiply in value for your cause.
After #GivingTuesday comes #MatchingWednesday
Another idea involves engaging your donors in matching gifts the day after Giving Tuesday. By introducing a #MatchingWednesday follow-up campaign, you can retain your organization at the forefront of supporters’ minds for longer. Plus, allow them to stretch their gifts without re-opening their wallets.
Not to mention, much of the Giving Tuesday buzz will have settled down. This means you’ll have less competition for your audience’s attention and likely a more prominent spot in their inboxes. However, it still allows you to capitalize on the momentum of Giving Tuesday to drive continued giving and impact.
4. Get inspired by other nonprofits’ matching gift efforts.
Sometimes the best way to inspire your own organization’s fundraising initiatives is to take a look at other nonprofits that have seen great success in their efforts. When it comes to matching gifts on Giving Tuesday, exploring organizations that have done so effectively in previous years can help inform your team’s strategy.
We’ve located a few standout examples of Giving Tuesday matching gifts campaigns that engaged their audiences, informed supporters of matching gift opportunities, and ultimately drove more matches to completion.
First, these matching gift banners were incorporated into one of the largest healthcare and research organizations’ Giving Tuesday pages:
This organization repeatedly highlights the matching gift opportunity throughout its campaign landing page. It also uses a customized Giving Tuesday logo to attract the audience’s attention and enlists donor-centric language to call the supporter to immediate action.
Not to mention, this nonprofit also equips its supporters with a matching gift automation platform. This makes it quicker and easier than ever before for donors to double their impact with a match from their employer!
Here’s another example from an animal welfare and service dog training organization promoting matching gifts in its Giving Tuesday campaign:
This visually focused campaign utilizes the “cuteness factor” to catch supporters’ eyes and elicit an emotional response to the fundraising appeal. With matching dog photos to represent the matching donation opportunity, the organization aims to drive donations and matches with a mission-relevant custom graphic.
And again, this organization leverages matching gift software to simplify the employee matching gift experience for its donors! The simpler it is for supporters to complete the match request process, the more revenue a team can expect from the funding source.
Next, a Utah-based food bank incorporates a matching gift appeal on its Giving Tuesday page, as seen below:
This effort focuses heavily on the organization’s impact. Not only does the campaign graphic quite literally put a face to the fundraising need, but it also shares a relevant statistic that emphasizes the importance of donor giving for the nonprofit’s audience. And it allows the supporter to see how their potential gift can make twice the difference!
Plus, with a matching gift software in this food bank’s Giving Tuesday tech stack, supporters can receive information about and participate in their employers’ matching gift programs with just a few easy (and guided) steps.
Finally, check out this example from an environmental nonprofit based in Los Angeles, California:
This Giving Tuesday matching gifts promotion incorporates a dedicated blog post on the organization’s website. The content shares several easy ways that supporters can strengthen their donations when participating in the giving day campaign and is designed to aid the fundraiser in maximizing individual support.
The ways highlighted include making a recurring donation, contributing gifts of stock, amplifying the organization’s efforts with word-of-mouth marketing, and, of course, participating in employee matching gifts.
5. Read up on companies with Giving Tuesday matching programs.
More than 24,000 companies have known matching gift programs worldwide. Some of the most notable examples include General Electric, Microsoft, Google, Walt Disney Company, Coca-Cola, and Home Depot. As these are generally organized as a year-long initiative, employees who work for these companies will likely qualify to have their Giving Tuesday donations matched.
However, it’s also worth noting that some businesses opt to go above and beyond with their matching gift programs—specifically for Giving Tuesday! Familiarizing your staff with top matching gift programs beforehand will allow you to prepare to best share the information with donors who work for these companies. Not to mention, promoting Giving Tuesday-specific matches is a great way to incentivize giving and matching by eligible employees.
For instance, the companies below have increased their matching gift ratios to multiply employee gifts made on Giving Tuesday at a greater rate.
The Estée Lauder Companies
Typically matching donations at a 1:1 rate (i.e., a $50 gift produces a $50 match), Estée Lauder offers its employees a “double-matching gifts” program on Giving Tuesday. When a qualifying staff member makes a donation on Giving Tuesday, the company ultimately triples the gift for the organization.
Fiserv, Inc.
Fiserv generally matches employee gifts at a standard 1:1 match rate. However, gifts made on Giving Tuesday were multiplied at a higher level—offering a limited-time 2:1 matching gift ratio.
Caterpillar
Caterpillar Inc., matching gifts through the Caterpillar Foundation, incentivizes participation in Giving Tuesday by its employees by offering a greater 2:1 match. This limited-time motivator is typically hosted for the two weeks leading up to Giving Tuesday while the company establishes an annual match limit of $1.5 million.
BlackRock
BlackRock encourages employee giving on giving days by offering a 2:1 match ratio for gifts made during the span of Giving Tuesday. For most other donations throughout the year, however, the company matches at a standard 1:1 rate.
Elevance Health
Though this company typically matches gifts at a dollar-for-dollar rate, team member gifts contributed on Giving Tuesday were matched at a 3:1 ratio. That means if an employee gives $100, Elevance Health matches with $300—essentially quadrupling the value of the initial gift.
6. Propose Giving Tuesday custom match programs with corporate partners.
Unfortunately, some companies still don’t have widely accessible matching gift programs—but that doesn’t mean you should give up on match opportunities for those donors. It just means you need to adjust your strategy! And one tactic that we recommend goes particularly well with Giving Days, end-of-year fundraising, and other time-based initiatives: custom (or one-off) matching gift programs.
Here’s how it works: As you prepare for Giving Tuesday, locate a company that employs a decent segment of your donor base but doesn’t currently match team members’ donations. Reach out to that company’s leadership (or encourage your donors to reach out themselves to forge a connection) and propose a dedicated matching gift partnership for Giving Tuesday.
Once agreed upon, your team will add the custom program to your matching gift search tool. (Hint: Nonprofits using Double the Donation’s platform can add one-off initiatives to their database using the unique program management feature.) This way, it will populate in qualifying donors’ employer queries when the campaign is live.
In this type of program, the company would commit only to matching gifts to your organization, likely within a set campaign window on or around this year’s annual Giving Day. And it’s a great way for unfamiliar employers to become acquainted with employee donation-matching, too!
*As a note, this feature is designed specifically for fundraisers looking to manage custom matching gift initiatives—Double the Donation does not work directly with corporations. If you’re a company interested in creating a matching gift program, contact us, and we’ll share information about our corporate vendor partners.
7. Share about Giving Tuesday and matching gifts on social media.
Your organization’s social media profiles are likely some of your greatest marketing and communications assets—especially regarding your fundraising efforts. As Giving Tuesday is a largely digital campaign, leveraging your online presence is a must. And promoting matching gift opportunities through these channels can be particularly impactful.
Prior to the big day, teaser posts can create anticipation by highlighting not only the upcoming Giving Tuesday campaign but also the opportunity to amplify donation impact with employee matching gifts.
Check out the sample post below—and be sure to link to your matching gifts page in the caption to provide additional information.
At the start of Giving Tuesday, consider posting something like this (hint: it can also be added to your giving day campaign page!). Again, be sure it sends viewers to your match page or donation form, empowering supporters to learn more and get involved.
Then, throughout the day, real-time updates (such as progress toward your general fundraising and matching gift goals) can showcase engagement and inspire giving through social proof.
Soon after Giving Tuesday concludes, share something like this to acknowledge and appreciate donor giving and encourage them to take the next steps:
Remember: consistent messaging across these phases enhances engagement, prompts urgency, and extends your campaign’s influence. Not to mention, you also provide digital content that is easily shareable for donors who want to increase their impact even further by spreading the word about the opportunity to their own networks!
8. Don’t forget about volunteer grants.
Giving Tuesday isn’t just about giving financially, either. Many nonprofit supporters worldwide choose to engage with this global day of giving by donating their time and skills. Thus, make sure your team isn’t overlooking another type of workplace giving program: volunteer grants!
Unfortunately, like traditional matching gifts, many eligible employees remain completely unaware of the opportunity available to them. By informing the volunteers who support your nonprofit’s efforts about the chance to amplify their impact with volunteer grants, your team can further enhance engagement on—and long after—Giving Tuesday.
Encourage existing volunteers to research their employers’ giving programs to determine eligibility. (Hint: If you have access to a matching gift database, see if it contains volunteer grant information, too. Double the Donation’s does!) Then, ask that your volunteers apply for these grants to support your organization.
9. Highlight matching gifts on your campaign landing page and giving form.
You likely expect a lot of web traffic heading to your Giving Tuesday campaign landing page. Don’t let this resource go to waste! Instead, incorporate information about corporate matching gift programs to ensure each visitor is exposed to the opportunity.
Not only will this increase the likelihood that qualifying donors ultimately complete their matches, but it can also inspire more supporters to give in the first place.
From there, donors will click to access your donation form and provide the information required to process the gift. In addition to the basics—such as their name, intended donation amount, and payment details—we also recommend collecting employment information.
When supporters provide the name of the company they work for, it will be easier to uncover eligible gifts and follow up with targeted instructions for completing the match.
Hint: If your team has purchased a matching gift database software, it’s a good idea to embed your search tool on both the Giving Tuesday landing page and your online giving form. This widget can collect company data in the donation process and provide program guidelines and links to submission forms from your confirmation page—making it as easy as possible for your donors!
10. Craft an inspiring matching gift ask.
Your matching gift appeal is one of the most essential components of your Giving Tuesday matching gifts plan. Crafting an ask that incites your intended action—donors completing corporate matching gifts on your behalf—requires a strategic blend of urgency, emotion, and information. As you begin workshopping your match appeal, consider borrowing tips and tricks from your broader donation requests.
For example, the official Giving Tuesday toolkit provides a framework for establishing impactful fundraising asks. This includes a…
Working off these three elements, here’s a sample matching gift appeal the same institution might use to promote corporate-matching opportunities on Giving Tuesday:
As always, just remember to adjust this sample messaging to reflect your organization’s own mission, vision, and fundraising need.
11. Build out your fundraising and matching gift tech stack.
Powering your Giving Tuesday campaign with the right software is essential for optimal fundraising results.
The Giving Tuesday team recommends testing your technology by walking through the entire giving process from the donor’s perspective. This allows you to gauge the user experience, identify any roadblocks, and ensure seamless giving come Giving Tuesday. We suggest going a step further and also testing out your matching gift experience!
As you make your test donation, ask yourself the following questions:
If you notice areas with room for improvement in your strategy—or identify significant gaps in your tech stack—begin tackling any issues that arise immediately. You want to be sure you provide your supporters with the best experience possible, and an integrated fundraising platform and matching gift tool can do a lot!
12. Send post-transaction matching gift outreach.
After donors contribute to your Giving Tuesday campaign, be sure they’re informed (or reminded) about matching gift opportunities to keep them engaged. Sending post-transaction match-related outreach is a great way to utilize your already high levels of donor engagement.
It’s important to provide clear instructions on how supporters can initiate the matching process with their employers. And for the best results, timing matters! Double the Donation studies indicate that matching gift emails sent within 24 hours of a donation being made see a 53% open rate. That’s 2-3x the average nonprofit email open rate.
Plus, with a matching gift software, you can automate tailored messaging so that your fundraising team doesn’t have to lift a finger.
Free resource: Check out our sample matching gift letters to get a head start on your organization’s matching gift communications. Customize our free templates to best engage your audience!
13. Enlist supporters to advocate for matching gifts on your behalf.
Another key component of Giving Tuesday participation is advocacy. Thus, using this chance to empower your nonprofit supporters to advocate for matching gifts on behalf of your organization and its mission should be a no-brainer.
For example, not all of your donors will work for employers that have existing matching gift programs. But if an employee were to ask the company to reconsider its workplace giving offerings by matching gifts, it could make a big difference. Thus, enlisting supporters as advocates for matching gifts on (or leading up to) Giving Tuesday can help your team amplify its long-term impact and engagement—even if it doesn’t result immediately in a match.
Consider sharing a customizable email template, like this one, with your supporters:
Not to mention, donors can also advocate for matching gifts to their friends, families, colleagues, and more. We previously mentioned that tons of match-eligible individuals remain unaware of the opportunity, and your supporters can help bridge the knowledge gap by spreading the word!
14. Thank donors for all their involvement in your Giving Tuesday efforts.
At the conclusion of Giving Tuesday, it’s time to shift your efforts from an ongoing campaign to post-fundraising stewardship and retention. And for matching gift donors, doing so is more important than ever!
Thanking supporters for their involvement in your campaign is vital for building and strengthening lasting relationships. In the days following Giving Tuesday, automate personalized thank-you emails, make phone calls, or send handwritten letters that express gratitude for donors’ support.
Then, as matching gifts are completed, don’t forget to send match-related acknowledgments, as well! We recommend thanking donors at two key points: once they confirm that they’ve submitted their match request and after your organization receives their employer’s match.
Plus, if you had supporters get involved through volunteerism, advocacy, or other employee giving programs, be sure to thank them for their engagement, too.
Next Steps
With Giving Tuesday quickly approaching, there’s no better time to revamp your organization’s matching gift efforts. You certainly don’t want to overlook this key source of revenue or the individual and corporate engagement opportunities it brings. To optimize your strategy, it’s important to take a proactive approach to matching gifts.
But remember: equipping your fundraising team with the right tools to do so is a must. Automation allows you to make the most of matching gifts without investing much of your (perhaps already stretched-thin) time and resources.
And it’s not just helpful on the big day, either. A matching gift platform can enhance matching gifts throughout the rest of your giving season, into the new year, and beyond.
Start prepping for Giving Tuesday! Get your matching gifts strategy ready by exploring these additional guides:
Leveraging Volunteer Incentive Programs [Nonprofit FAQ]
/in Learning Center, Fundraising Ideas, Company Spotlights, About Double the Donation, Marketing Strategies /by Adam WeingerHow Corporate Volunteer Grants Increase Employee Engagement
/in Learning Center, Corporate Consulting /by Adam WeingerEmployee engagement is generally defined as the emotional and functional commitment an employee has to achieving the mission of the organization. But it’s important to remember that it’s more than just a buzzword—it’s a crucial factor in a company’s success.
Still, many businesses struggle to create a workplace culture that fosters genuine engagement. If you’re looking for new ways to do this, you’ve come to the right place.
One powerful yet often overlooked strategy centers on corporate volunteerism. More specifically, volunteer grants increase employee engagement as programs where companies financially support nonprofit organizations based on their employees’ volunteer hours.
In this article, we’ll outline the basics of employee engagement and volunteer grants—and where they come together. Specifically, our guide will cover:
By offering volunteer grants, businesses not only encourage employees to give back to their communities but also create a deeper sense of purpose and connection within the workplace. When employees feel that their company shares their values and actively supports causes they care about, their engagement naturally increases.
Let’s get started!
Basic Facts About Employee Engagement
Employee engagement goes a long way in terms of a healthy and thriving workplace, yet many organizations struggle to keep their workforce motivated and committed. In order to demonstrate this importance, research by Dale Carnegie Training and other industry leaders highlights the impact of engagement on performance, retention, and overall workplace satisfaction.
These findings emphasize a crucial point: When employees feel a strong connection to their organization’s values and mission, they are more engaged, productive, and loyal. Conversely, disengaged employees often see their jobs as nothing more than a paycheck, leading to lower morale and higher turnover.
Four Key Traits of Engaged Employees
Engaged employees generally exhibit distinct characteristics that contribute to a positive workplace:
By fostering these traits, companies can create a culture where employees feel valued, motivated, and deeply connected to their work.
But how can organizations actively boost engagement? One effective strategy is with corporate volunteer grants, which not only support meaningful causes but also reinforce employees’ sense of purpose and belonging within the company.
Our Top Employee Engagement Idea: Volunteer Grants
Corporate volunteer grants are a type of corporate giving program that encourages employees to volunteer in the communities in which they live and work. When they do, their employers provide monetary grants to eligible nonprofits whenever an employee takes time to volunteer.
These grants are generally paid out in one of two ways:
Of course, it’s important to remember that these payment structures and grant opportunities vary from company to company. However, when employees understand their company’s guidelines and are actively encouraged to participate in their volunteer grant programs, it can become a significant revenue stream for the nonprofits they support.
How Volunteer Grants Increase Employee Engagement
Corporate volunteer grants play a significant role in enhancing employee engagement by fostering a sense of purpose, connection, and fulfillment in the workplace. When companies support their employees’ volunteer efforts through financial contributions to nonprofit organizations, they create a culture that values giving back. This, in turn, leads to higher levels of motivation, job satisfaction, and company loyalty.
Here’s how volunteer grants contribute to employee engagement:
1. Strengthening Employees’ Sense of Purpose
Employees who feel that their work aligns with their personal values are more likely to be engaged. Volunteer grants encourage employees to dedicate time to causes they care about, reinforcing their sense of purpose.
When employees see that their company supports these efforts, they feel a stronger connection to the organization and its mission.
2. Enhancing Workplace Morale and Job Satisfaction
Giving back to the community fosters a sense of accomplishment and fulfillment. Studies show that employees who participate in corporate volunteer programs report higher job satisfaction and overall well-being. Knowing that their efforts are making a tangible difference, supported by their employer, helps employees feel more positive about their workplace.
3. Driving Teamwork and Collaboration
Volunteer grant programs often include opportunities for employees to work together on community projects, strengthening relationships and teamwork. Employees who engage in volunteer activities as a team build trust, improve communication, and develop stronger connections with their colleagues, leading to a more collaborative and engaged workforce.
4. Boosting Employee Loyalty and Retention
When employees feel valued and supported by their employer, they are more likely to stay with the company. Volunteer grant programs demonstrate that the organization is invested in its employees’ passions beyond the workplace. Research has shown that companies that prioritize employee engagement through initiatives like volunteer grants experience lower turnover rates and higher retention levels.
5. Attracting Purpose-Driven Talent
Today’s workforce, particularly millennials and Gen Z, seeks employers that align with their values. Many job seekers consider a company’s social responsibility initiatives when evaluating potential employers. By offering volunteer grants, companies position themselves as organizations that care about their employees and the broader community, making them more attractive to top talent.
By implementing and promoting volunteer grant programs, companies can create a workplace culture that fosters engagement, strengthens team dynamics, and enhances employee satisfaction.
When employees feel empowered to contribute to meaningful causes with the support of their employer, their connection to their work deepens—ultimately benefiting both the individual and the organization.
Other Giving Programs That Grow Employee Engagement
While corporate volunteer grants are a powerful way to boost employee engagement, they are just one of many corporate giving programs that can foster a deeper connection between employees and their workplace. Companies that invest in a variety of giving initiatives create a culture of generosity, social responsibility, and shared purpose—key drivers of employee satisfaction and retention.
Here are some additional giving programs that help grow employee engagement:
Group Volunteer Activities
Another suitable method of increasing employee engagement involves encouraging group volunteerism. After all, group volunteer opportunities increase camaraderie amongst employees who may not usually interact with each other. It also increases employee engagement by producing a shared sense of purpose among coworkers.
Some companies take it a step further by providing team volunteer grants when groups of employees volunteer together. It’s a great way for companies to support the organizations that employees are passionate about.
Volunteer Time Off
Next, VTO (or volunteer time off) programs are an excellent way to inspire engagement among employees. Providing team members with paid time off to volunteer for causes they care about shows that the company prioritizes community involvement. Meanwhile, VTO hours allow employees to participate in volunteer activities without sacrificing their earnings, making it easier for them to give back.
This initiative leads to increased job satisfaction, stronger employee-employer relationships, and a more engaged workforce overall.
Employee Matching Gifts
Finally, matching gift programs allows companies to match their employees’ charitable donations to nonprofit organizations, effectively doubling (or sometimes tripling) the impact of their contributions. When employees see their employer actively supporting their charitable giving, they feel more valued and motivated, strengthening their sense of belonging and commitment to the organization.
By incorporating these additional giving programs into their corporate social responsibility strategies, companies can cultivate a culture of generosity and engagement. As a result, employees who feel supported in their philanthropic efforts are more likely to develop a strong emotional connection to their workplace, leading to higher morale, increased productivity, and long-term retention.
How Employee Engagement Software Can Help
While corporate volunteerism means finding opportunities for your team to give back, it can be challenging to track all of the volunteer hours and grant requests that come through as a result. If you’re looking for a way to streamline your company’s volunteer opportunities, consider investing in employee engagement software.
This type of software helps bring your team together and promotes an engaged company culture. For example, employee engagement software can help manage a volunteer program by:
All in all, when you streamline your process for tracking volunteer opportunities and grant requests, you’ll make it easier for your employees to participate in these activities. Additionally, you can easily track your progress and have a better picture of the impact you’re making. It’s a win-win!
Even better, we’ve reviewed several of the top platforms here, so you can get a better understanding of your options.
Additional Volunteering & Employee Engagement Resources
Corporate volunteer grants are more than just a corporate social responsibility initiative—they are a strategic tool for enhancing employee engagement. When employees have the opportunity to contribute to meaningful causes with the support of their company, they develop a stronger sense of pride, motivation, and loyalty. This not only leads to a more positive work environment but also helps businesses attract and retain top talent.
If your company is looking for a way to boost engagement while making a meaningful impact, investing in corporate volunteer grants is a step in the right direction.
Interested in learning more about corporate giving and volunteerism? Check out these additional resources to get started:
Data Management for Nonprofits: Overcoming Common Challenges
/in Nonprofit Basics, About Double the Donation, Learning Center /by Adam WeingerIn today’s data-driven world, effective data management is essential for nonprofits seeking to maximize their impact. However, many organizations face significant challenges when it comes to handling the vast amounts of data they collect—from donor information and volunteer records to corporate partnerships and financial reporting.
In this post, we’ll explore some of the most common data management challenges nonprofits encounter and offer practical solutions to help organizations overcome these obstacles. But first, we’ll start with the basics:
Without a solid data management strategy, nonprofits and other fundraising groups face a lot of risks: including fragmented data, factual inaccuracies, and missed opportunities for growth and engagement.
With the right operational practices and a powerful set of tools, however, organizations can transform these challenges into opportunities, turning their data into a strategic asset that drives informed decision-making, enhances donor relationships, and ultimately amplifies their impact.
Let’s find out more about how your team can do so.
What is data management for nonprofits?
Data management is the process of collecting, storing, organizing, maintaining, and utilizing data in a way that ensures it is accurate, accessible, and secure. It involves a range of activities aimed at optimizing how data is handled, ensuring that it can be effectively used for decision-making, operational efficiency, and strategic planning in a way that supports the organization’s overall mission.
For nonprofits and other fundraising organizations, this data can include a wide range of information, such as:
Regardless of the specific points, smart data management encompasses multiple processes, which include:
In summary, data management is all about making sure information is handled efficiently and effectively throughout its lifecycle, enabling organizations to leverage it as a valuable asset for achieving their goals.
Why does effective data management matter for fundraisers?
Donor data is an invaluable tool when it comes to nonprofit fundraising. After all, an effective data management strategy directly impacts an organization’s ability to sustain its overarching mission.
The benefits are widespread and include:
1. Targeted Campaigns: With well-managed data, fundraisers can segment their donor base and tailor campaigns to specific groups. This personalization increases the likelihood of engagement and improves fundraising success.
2. Donor Retention: Accurate and organized data allows fundraisers to track donor engagement, enabling them to build stronger relationships and increase retention. Knowing when to follow up, how to communicate, and what donors care about can significantly enhance loyalty!
3. Improved Decision-Making: Effective data management provides fundraisers with insights into past campaigns, donor behavior, and financial trends. This information is invaluable for making informed decisions about where to allocate resources, which strategies to pursue, and how to optimize future campaigns.
4. Enhanced Reporting and Transparency: Fundraisers often need to report outcomes to stakeholders, including donors, board members, and grantors. Reliable data management ensures that these reports are accurate, comprehensive, and transparent, which is essential for maintaining trust and securing ongoing support.
5. Maximized Revenue Opportunities: By effectively managing data, fundraisers can identify opportunities for matching gifts, volunteer incentives, major givers, and other revenue-enhancing strategies.
6. Compliance and Risk Management: Fundraisers must comply with data privacy regulations and ethical standards. Effective data management ensures that donor information is handled securely and responsibly, reducing the risk of data breaches and legal issues.
7. Measuring Impact: Fundraisers can use data to demonstrate the impact of donations and campaigns. This not only satisfies current donors but also attracts new ones by showing the tangible outcomes of their contributions.
What common challenges impact data management—and how can your team overcome them?
Data management is critical to the success of any organization, but it comes with a range of challenges that can hinder efficiency, accuracy, and strategic decision-making. Here are some common challenges that impact data management and strategies your team can use to overcome them.
Information gaps
Challenge:
Information gaps occur when critical data is missing or incomplete, which can hinder a nonprofit’s ability to make informed decisions, engage with stakeholders effectively, or measure impact accurately. Gaps in data can result from inadequate data collection methods or inconsistent data entry practices.
Solution:
Implement standardized data collection procedures and use comprehensive data management tools to ensure that all relevant information is captured. Determine which information you need (contact details, personal history, employment information, etc.), and regularly audit and review data to identify and fill gaps. You might even consider using a data append service to enrich existing data and fill in missing details!
Data silos
Challenge:
Data silos happen when information is stored in separate, isolated systems or departments, making it difficult to get a unified view of the organization’s data. This fragmentation can lead to inefficiencies, duplicated efforts, and incomplete insights.
Solution:
Integrate data from various sources using data integration tools and centralized databases. Promote cross-departmental collaboration and ensure that all systems are connected to a central data repository where possible. This allows for a more cohesive and comprehensive view of organizational data, as well as providing a better look at each individual supporter and their engagement with your cause.
For example, Double the Donation Matching and Double the Donation Volunteering connect with one another to provide essential data insights across the system!
Outdated information
Challenge:
Outdated information can occur when data is not regularly updated, leading to inaccuracies and inefficiencies. This can affect everything from donor engagement to compliance with regulations and more.
Solution:
Establish regular data maintenance routines, including scheduled updates and data cleansing processes. Use automated tools to track and refresh information where possible. Plus, be sure to collect and update new details from donors each time they engage with your organization! After all, decades-old employment information isn’t going to be much help in determining matching gift eligibility if the individual has left their previous place of work.
Disorganized databases
Challenge:
Disorganized databases can result from inconsistent data entry practices, lack of standardization, or inadequate database design. This disorganization makes it difficult to retrieve, analyze, and use data effectively.
Solution:
Develop and enforce data entry standards and use structured database management systems to organize data consistently. Implement data governance practices to ensure that data is categorized, tagged, and indexed appropriately. Plus, regularly review and reorganize databases to improve usability and efficiency.
Security and privacy concerns
Challenge:
Security and privacy concerns involve protecting sensitive data from unauthorized access, breaches, and misuse. Nonprofits often handle personal information from donors, beneficiaries, and volunteers, making data security a critical issue.
Solution:
Implement robust data security measures, including encryption, access controls, and regular security audits. Ensure compliance with relevant data protection regulations (e.g., GDPR, CCPA) and provide training for staff on data security best practices.
Not to mention, investing only in highly secure platforms and technologies is a must to protect data integrity and confidentiality. (Hint: For this reason, Double the Donation has achieved SOC 2 Type II Compliance!)
Lack of reporting
Challenge:
A lack of reporting can occur when organizations do not have the tools or processes in place to generate accurate and comprehensive reports. This limits the ability to track performance, measure impact, and communicate results to stakeholders.
Solution:
Invest in data analytics and reporting tools that allow for customizable and automated reporting. Define key performance indicators (KPIs) early on and create standard templates to streamline the reporting process. Then, ensure that reporting tools are integrated with other data management systems to provide accurate and up-to-date information.
What tools can power organizations’ data management strategies?
Organizations often leverage a variety of software to enhance their data management strategies, each designed to address specific aspects of data collection, storage, analysis, and security. Here are some of the most effective kinds of tools that can power your data management strategy!
Donation Tools
Donation tools are designed to streamline the donation process, making it easier for donors to contribute online or through other channels. These tools automatically collect and store donor information, including donation amounts, dates, and payment methods.
This data is crucial for tracking fundraising progress, generating reports, and understanding donor behavior. By integrating donation tools with a nonprofit’s broader data management system, organizations can ensure that all donation-related data is accurately captured, easily accessible, and ready for analysis. This enhances the nonprofit’s ability to engage donors, track fundraising performance, and optimize future campaigns.
Explore our integration partners to uncover leading donation tools.
CRM
CRMs, or constituent relationship management systems, are central to managing relationships with donors, volunteers, and other stakeholders. These tools consolidate data from various touchpoints, providing a comprehensive view of interactions, preferences, and engagement history. By centralizing this information, CRMs help nonprofits manage communications more effectively, personalize outreach, and identify opportunities for deeper engagement.
Additionally, CRMs support data-driven decision-making by offering insights into donor retention, campaign effectiveness, and overall fundraising health.
Check out our nonprofit CRM buyer’s guide to learn more.
Volunteer Management Software
Volunteer management software (or VMS) helps nonprofits efficiently manage volunteer recruitment, scheduling, tracking, and communication. It collects data on volunteer hours, skills, preferences, and participation in events or programs, which is essential for reporting on volunteer contributions, recognizing volunteer efforts, and planning future activities.
When integrated with other data management systems, volunteer management software ensures that volunteer data is aligned with overall organizational goals and can be analyzed alongside donor data to identify patterns or opportunities for cross-engagement.
Learn more with our top VMS recommendations.
Workplace Giving Software
Workplace giving software (like Double the Donation) plays a key role in identifying and pursuing invaluable corporate philanthropy opportunities, such as matching gifts, corporate volunteer incentives, and other employee-led giving initiatives. And it works by connecting with your other data management tools (i.e., donation software, CRMs, volunteer management platforms, and more).
By using donor information, Double the Donation uncovers individuals who work for companies with existing giving programs, triggers tailored outreach, and reports on possibilities for growth and expansion.
Request a demo of Double the Donation to get started.
Data Appends
More of an outsourced service than a tool in your own toolbox, a data append can be an excellent way to fill in missing points in your organization’s existing data. All you need to do is partner with a data enhancement service provider, supply them with the information you have about your donors, and they’ll fill in as many of the gaps as possible.
This can include employment information, demographics, contact details, and more, helping your team maintain accurate and complete donor records.
Wrapping up & next steps for powerful data management
Data management is a critical component of a nonprofit’s ability to fulfill its mission and drive meaningful change. By addressing common challenges, nonprofits can harness the power of their supporter information to enhance decision-making, improve donor relations, and measure their impact more effectively.
Implementing these best practices and investing in the right tools and training can transform data from a burden into a valuable asset, empowering organizations like yours to operate more efficiently and achieve greater success in their endeavors.
Keep learning! Check out these additional resources we recommend to further your data management and fundraising knowledge:
[Free Download] Improving the Donor Journey with Matching Gifts
/in Learning Center /by Adam WeingerWhat is “Improving the Donor Journey with Matching Gifts?”
Double the Donation’s Improving the Donor Journey with Matching Gifts is designed to be your go-to resource for understanding, leveraging, and maximizing corporate matching gifts throughout the supporter experience. Matching gifts, often overlooked, supply an incredible source of funding for nonprofits—offered by companies to financially reward the causes their employees care about. However, many teams aren’t fully aware of how these programs work or how to tap into them effectively.
In this guide, you’ll find everything you need to know about matching gifts, from the basics and eligibility requirements to actionable tips on how to increase participation as individuals engage with your cause.
Whether you’re new to the concept of matching gifts or looking to refine your existing approach, this resource offers detailed insights to help you unlock additional funding and deepen your engagement with both individual and corporate supporters.
Why download Improving the Donor Journey with Matching Gifts?
Maximize your fundraising potential.
Access actionable strategies to significantly boost donation revenue by leveraging corporate matching gift programs. By understanding how to tap into this often underutilized resource, nonprofits can unlock additional funding.
Streamline matching gift processes.
Uncover clear steps for optimizing the management of matching gifts, from identifying eligible donors to simplifying the follow-up process. This helps organizations save time and effort while ensuring they don’t miss out on match-eligible contributions.
Enhance the donor engagement experience.
Donors are more likely to give if they know about matching gifts. Unleash best practices for educating and motivating donors to participate in matching gift programs, strengthening donor relationships and increasing engagement with your cause.
Additional Recommended Resources
What to Know About Volunteer Grants
10 Quick Steps to Matching Gift Success
Developing a Workplace Giving Plan
Boost Your Association’s Membership Engagement in 7 Steps
/in Learning Center /by Adam WeingerIf you want to grow and maintain your membership program, you’ll likely spend a large chunk of your time planning and executing some sort of membership engagement plan.
Unfortunately, because “membership engagement” is such a broad concept, it’s tough to get your strategy right on the first try (or even after many tries!).
Lucky for you, we’ve made tackling the membership engagement issue a little less tricky. Here, we’ll provide you with 7 simple steps for increasing your organization’s membership engagement.
Here’s a preview of the subjects we’ll cover:
Pretty soon, you’ll be a master of membership engagement (and you’ll have the member retention rates to show for it)!
Still in the planning phase of your new membership organization? Read our guide to starting a nonprofit membership program first!
1. Define membership engagement.
Before you can begin engaging your members in an effective way, you’ll need to figure out exactly what you hope to accomplish.
Membership engagement can take many forms, and if your team isn’t all on the same page with your expectations, you’ll find it much harder to accomplish anything.
So, take a few minutes to review your current engagement level and determine a few tangible goals for the future. Perhaps you want to:
Your engagement marker might be totally different than another organization’s, and that’s okay! Be sure that your goals reflect the needs and interests of your members and your organization, and you’ll be able to reach new heights sooner than you think.
Start your member stewardship strategy on the right foot with membership software that offers robust member profiles. The more your organization or association knows about its members, the more targeted your stewardship strategies can be!
2. Understand your members.
How can you cater to your members’ personalities if you’re not well acquainted with them? The short answer: you can’t.
That’s why it’s extremely important for you to get to know your members on a personal level. If you don’t, your engagement strategies run the risk of being generic and unappealing to your constituents.
It might seem like a daunting task to get to know each one of your many members on a one-on-one basis, but fortunately, your organization likely already has a tool on hand to make it much easier.
That tool? Your membership management software, of course!
With powerful membership management software (also known as association management software or AMS, for short), you’ll be able to manage member data more effectively and leverage it to its full potential.
Not only will software help you stay organized, but it’s the only way you can get a full picture of your members’ participation and giving history in one centralized location.
With a knowledge of members’ interests, preferences, past involvement, and giving habits, you’ll be able to plan engagement opportunities that actually make sense for them—without any of the hassle of manual data management!
Bonus: Still searching for the right association management software for your organization? Check out our list of the best tools before you start shopping around!
3. Communicate consistently.
Your members joined your organization or association because they’re personally invested in your efforts.
As your most devoted supporters, they deserve to be kept in the loop on your organization’s projects and your community’s trends and hot topics.
To that end, you should be regularly communicating with your members in any (or all!) of the following ways:
By staying active in your members’ lives through regular communication efforts, you’ll remind them of their interest in your organization and encourage them to participate themselves.
As important as it is for your organization to get the word out about important updates, it’s equally important that your members have a place to communicate, too!
Make sure your members know that your team is always accessible should they want to voice concerns, ask questions, or provide feedback. You can also send out surveys asking for targeted feedback on a regular basis, or host events dedicated to member-leadership interaction.
4. Establish online engagement spaces.
There’s a good chance that several of your members joined your association to connect with one another. From building professional connections to collaborating with others in their field to simply forming friendships, a professional or trade association membership can create a sense of community.
However, many associations need help encouraging members to make connections, offering only a handful of annual events for them to meet up. By establishing online spaces where members can interact, your trade or association can build an active community and increase retention.
When building an online engagement space, your first instinct might be to craft a social media strategy. While social media is a useful marketing tool, ultimately sending members away from your website to engage with one another on a third-party platform decreases focus on your association.
Instead, create an online engagement space directly on your website using a community engagement platform. For example, let’s take a look at how our recommended community engagement platform for trade and professional associations, Tradewing, facilitates member engagement:
With Tradewing, members can log into their membership accounts on your association’s website to view their membership activity feed. Similar to social media platforms like Facebook and Twitter/X, Tradewing allows members to make posts and interact with each other’s content. However, unlike public social media sites, all posts on your Tradewing platform are relevant to your association, keeping members focused on your content and making connections.
Additionally, platforms like Tradewing also include:
Platforms like Tradewing encourage member-generated content, community building, and increased online engagement.
Leverage your community engagement software to create online spaces where your members can not just connect between in-person events but actively engage with each other all year round.
5. Prioritize community-building.
Membership programs are unique in that they can create a thriving community based around shared goals, interests, and values.
Think about it: when an individual chooses to donate to or volunteer for a nonprofit, they might meet like-minded individuals at community service events or fundraisers, but more often than not, their involvement is a solo activity.
But when they sign up for the nonprofit’s membership program, they’re immediately met with a collective of others with similar passions!
Make sure your members are aware of the vibrant community within your membership program, and do your part to foster community-building whenever you can.
Design online and in-person opportunities that facilitate member-to-member engagement, from starting a discussion in an online forum to hosting a member mixer filled with interactive activities for your guests. Get creative with it!
Choosing the right association management software can go a long way to help build a culture of community-wide engagement for your association or organization. Top features like online message boards, member-managed groups and committees, member directories, and self-service profiles make a big difference in letting members feel empowered to engage with your work in the ways that work best for them.
When your members are engaged with one another, they’ll be more connected to your organization overall (and they’ll be much more likely to participate in member activities when they know they have friendly faces to join them!).
6. Streamline the renewal experience.
So far, we’ve been discussing how to keep your members engaged throughout their membership. However, there is another aspect of membership engagement that we can’t ignore: the member renewal process!
No matter how involved your members are, if they don’t sign up for another year, you’ve got some membership engagement problems to address.
To make sure your members are excited to come back to your organization year after year, you should ensure that the renewal process is as simple and straightforward as possible. Consider implementing one (or more) of the following strategies:
Bonus: Need some guidance before you send your next round of member renewal letters? Take a look at Fundly’s handy guide!
7. Track your membership engagement efforts.
As you implement different member engagement strategies within your organization, some efforts will inevitably see better results than others.
To make sure you’re moving forward (and that mistakes don’t repeat themselves), you’ll need to be able to track and analyze your engagement in a meaningful way.
Thankfully, membership management software can make such a task much more doable. In fact, depending on your platform, you may be able to:
When you use powerful membership management software to handle all your reporting needs, you’ll be able to easily gain insight into your engagement success and use that knowledge to prepare for the future.
Needless to say, developing a successful membership engagement strategy is a major undertaking for any organization. But with these tips in mind, you’ll be able to confidently navigate all of your future membership engagement endeavors!
For more ways to engage supporters through your membership program, take a look at these additional resources:
Google Grants Eligibility: How To Check If You Qualify
/in Marketing Strategies, Learning Center /by Adam WeingerDid you know Google awards nonprofits with free ad credits to boost their digital presence? It’s true, and it’s all thanks to a program called Google Ad Grants.
Through this program, any organization that meets the Google Grants eligibility requirements receives a monthly grant of $10,000 to spend on Google Ads. When used effectively, this funding can go a long way to boost traffic to your nonprofit website, spread awareness, and increase donations.
If your nonprofit wants to get started with Google Grants, the first step is to apply. In this post, we’ll walk you through questions you need to ask before applying to ensure your nonprofit obtains (and keeps!) your Google Ad Grant:
Applying for a Google Ad Grant doesn’t have to be complicated. Just follow our guide, and you’ll be on your way to your new Google Ad Grants account!
What are Google Ad Grants?
Google Grants (formally known as Google Ad Grants) is a program where Google provides eligible nonprofits with an in-kind donation of $10,000 in monthly ad funding.
But let’s back up even further—what exactly are Google Ads in the first place?
Google Ads are the paid search results that appear at the top of your search results screen based on the keywords included in your query. Here’s an example of what an ad might look like:
In order to see your ads appear here, your nonprofit must bid on relevant search keywords using your Google Grant money.
There are certain compliance requirements for Google Grant recipients, including a $2 cap on your maximum bidding amount and a requirement that all keywords must be relevant to your cause. These restrictions mean that you won’t be able to spend your money on exceptionally high-traffic terms (think “animal rights organization” or “wildlife sanctuary”) or terms that are too general (think “free eBook” or “donate to nonprofits”), but it also means that you’re likely to see greater results from the ads you do run.
If your nonprofit meets the Google Ad Grants eligibility requirements, you can use the grant to promote your donation page, volunteer opportunities, educational content, and other mission-driven initiatives. Plus, you’ll continue to receive the Ad Grant for as long as you meet the program’s criteria.
How do search ads differ from organic results?
Nexus Marketing’s guide to SEO for nonprofits explains that when users search keywords or phrases, Google delivers content based on what it assumes the user is attempting to accomplish. Below ads, Google provides organic results, which are pages that have demonstrated their authority and expertise to Google.
Paid and organic methods can both enhance your online presence, and each has its own benefits and challenges. Here are the key differences between Google Ads and organic search results:
These strategies can complement each other, because Google Ads provide immediate traffic while organic SEO builds sustainable visibility. Know that anyone, including those who aren’t eligible for Google Ad Grants, can implement SEO strategies. For the best results, leverage both methods to market your content and maximize your search engine presence.
Why should nonprofits check their Google Grants eligibility?
Beyond expanding your marketing budget, Google Grants offer advantages for organizations that know how to optimize their funding. A key benefit is that 98% of searchers click on a result on Google’s first page, making Google Ads a powerful tool for driving traffic.
Especially when you put time into Google Ad Grants management, you might experience:
Depending on your exact Google Ad Grants management strategy, you can use your ads to achieve nearly any goal you have in mind. With a bit of creativity and research, the options are endless!
Are all nonprofits eligible for Google Ad Grants?
The program can be an exceptional resource for many nonprofits, but it’s important to know that not all organizations are eligible for Google Grants.
Specifically, the following types of nonprofits are automatically ineligible for Google Grants:
If you don’t meet these initial Google Ad Grants eligibility requirements, you may still be in luck. For instance, Google has similar philanthropic resources for educational institutions, known as Google for Education.
Basic Google Ad Grants eligibility requirements
After confirming that your organization isn’t automatically ineligible, you’ll still need to meet additional Google Ad Grant requirements the program’s coordinators use to ensure that all grant recipients are legitimate charitable organizations. Getting Attention’s guide to Google Grants eligibility breaks the requirements down into a few key pieces. Here’s a checklist based on those recommendations:
To qualify for a grant, your organization must:
Here’s a video from the Google Partners at Getting Attention that highlights these requirements:
Should my nonprofit use the Google Ad Grant?
Even if you are eligible for the Google Ad Grant, whether or not you should apply depends on your organization’s goals. While the grant can provide significant benefits, some objectives may be better suited to other marketing strategies.
Here are a few goals that benefit more from other strategies than the Google Ad Grant:
The Google Ad Grant offers tremendous opportunities for many nonprofits. However, even if you meet the Google Ad Grants requirements, you should determine whether it’s the best approach based on your organization’s goals.
What can my nonprofit do to become eligible for Google Ad Grants?
If your nonprofit meets the baseline Google Ad Grants requirements but isn’t quite ready to enroll, there are a few measures you can take to get your application approved on the first try.
If you’d like to apply for a Google Ad Grant, there are several approaches your organization could take: you could DIY it, could hire someone onto your team to manage it, or work with a Google Ad Grant management consultant who can walk you through the application process.
Confirming your Google Grants application and completing your application yourself will be the least expensive option; however, it will require the biggest investment of your time.
Google Ad Grant consultants (who often offer other digital marketing or fundraising strategy services) have experience identifying issues that might keep you from receiving a grant and can make sure you don’t get denied on a technicality or mistake.
Once you’ve been approved for your grant, the consultant can help you put together a strategy for maintaining your Google Ad Grants eligibility and using your full $10,000 as effectively as possible!
Basic tips to qualify
Regardless of whether your team works with a consultant, take these steps to prepare for your Google Ad Grants application:
From there, you should be on your way to receiving your account and funding. Keep in mind that the Google Ad Grants requirements may change according to Google’s current standards. To limit confusion and frustration, we recommend working with a consultant who can streamline the process. After all, it’s their full-time job to understand Google Ad Grants management, not yours!
What should I do after confirming my nonprofit’s Google Grants eligibility?
Once you’re confident in your Google Ad Grants eligibility, it’s time to start the application process! Luckily, when it comes to managing your account, the application is the easy part. Follow these guidelines to start your enrollment:
Completing the application is the easy part; the real work begins when you set up your first campaign. As we’ll discuss below, there are a number of compliance standards you have to follow to keep your Google Ad Grants funding.
Creating Your First Campaign
Once you’ve defined your goals and strategy for managing your Google Grant account, follow these steps to launch your first campaign:
That’s it! Your nonprofit should now have everything you need to start managing your account and driving results with your new ads.
Can my nonprofit lose its Google Grants eligibility?
Managing your account and maintaining your Google Ad Grants eligibility is an ongoing process. If you aren’t maintaining your Ads account to Google’s standards, your grant funding may be suspended temporarily or indefinitely.
To keep your account in good standing, pay attention to all Google Ad Grants requirements, such as:
Though these are some of the most important eligibility and management requirements, they aren’t the only ones. It’s important that your team stays active in your campaigns and is consistently optimizing your nonprofit advertising strategy in order to maintain your account.
Management options to maintain your Google Grants eligibility
You have a few options for maintaining your account, avoid suspension, and maximize your Google Grant results:
For many organizations, hiring an external consultant is the best choice. A Google Ad Grants manager is generally less expensive than a full-time employee and has the benefit of working with lots of different organizations to achieve various goals. Chances are, they know what strategies work for organizations like yours.
We recommend working with Getting Attention. They’re a certified Google partner, so you’ll know you’re receiving expert insights and leveraging your grant fully. Plus, you’ll have a direct link to the Google Ad Grants team and can get your account working again if you fall out of compliance.
How do I get started with Google Grants?
Now that you know more about Google Grants eligibility requirements and the application process, you’re ready to get started!
Improve your chances of getting approved, maintaining your grant, and seeing great results from your Ad campaigns by working with a Google Grant consultant. Getting Attention offers free consultations to assess your nonprofit’s needs. Plus, they’re certified by Google, so you know you’ll receive Ad Grants account support from trusted professionals.
Their experts will handle every step of the process for you, even beyond the initial application. Here are their core services:
Once you’ve assembled your team and are ready to begin your application, head to Google’s Get Started page and click “apply,” and you’re on your way!
How can I make the most of Google Ad Grants?
Acquiring the Google Ad Grant is one thing, but making the most of your funding is another challenge entirely. Properly managing your account is a learning process that involves closely monitoring your campaigns and making adjustments based on what’s working.
From optimizing your website’s content to crafting compelling ad copy, generate more value from the grant with our favorite Google Ad Grant management tips.
1. Optimize your landing pages.
Your landing pages are the web pages you’ll promote via Google Ads. When readers click on your ad, they’ll be directed to whichever page you choose on your site. It’s up to you to pick the ones that are most relevant to their needs.
For example, someone who searches “animal shelter volunteering” is clearly looking to volunteer, in which case, you’d direct them to a volunteer signup page. Someone searching “donate to refugees” is looking to give, which means you’ll want to direct them to a donation form.
Beyond choosing the right landing pages, design your pages in a way that drives users to take action. To optimize each landing page, you’ll want to:
Your landing pages will seal the deal for your Google Ads. Make sure each one prioritizes the user experience and makes it incredibly clear that supporting your nonprofit is the right choice for each visitor.
2. Track meaningful conversions.
The primary purpose of the Google Ad Grant is to spread awareness of worthy causes and generate value for participating nonprofits. That’s done by achieving meaningful conversions.
A “meaningful conversion” is any action someone can take that your nonprofit finds valuable to achieving your mission. For example, Google breaks conversions down into a few primary categories:
You can work toward any conversion goal so long as it supports your work. Think carefully about what types of actions are actually meaningful to your nonprofit, especially considering that the Google Ad Grants team will require you to report at least 1 conversion per month.
3. Carefully choose keywords to display your ads to the right audience.
Your keywords are an essential part of your Google Ads. Think about the terms your prospects are likely searching online to kickstart your brainstorming session.
You can use the negative keyword feature to refine your ads further. NXUnite’s guide to Google Ad Grants explains that “negative keywords are used to prevent your content from showing up in searches that contain certain words.” Adding negative keywords allows you to eliminate searches from people who aren’t looking for content related to your services.
For example, let’s say you’re running ads that target keywords related to saving endangered bears. In this case, you might notice that your ads show up for search queries like “Chicago bears,” “teddy bears,” and “the Berenstain Bears.” To prevent this, use negative keywords that eliminate irrelevant search queries, such as:
In turn, you’ll ensure your ads only show to qualified prospects, reducing wasted ad spend.
4. Keep SEO in mind.
To maximize your presence within search results and encourage engagement with your cause, integrate your SEO and Google Ad strategies. The right combination of outbound (paid) and inbound (organic) strategies can help you reach and convert more visitors into supporters. Here’s how to make these strategies work together:
By aligning your SEO and Google Ad Grant strategies, you can create a cohesive and powerful digital marketing approach that maximizes your nonprofit’s online presence and drives both immediate and long-term results.
Additional Resources
Google Ad Grants are one of the most valuable marketing tools your nonprofit can access. Now that you know how to apply for these grants, you’re halfway to Google Ads success!
Remember, working with a professional can simplify your Google Ad Grant management and help you skip the learning curve that comes with the program. We suggest the certified professionals at Getting Attention for their attention to detail and dedication to helping nonprofits make the most of their $10,000 each month.
Check out these resources for more insight into online marketing and fundraising:
Demographic Appends: Does Your Nonprofit Need One?
/in Donor communications /by Adam WeingerCollecting data is essential for being able to contact your supporters. From giving habits to communication preferences, every piece of data you gather about your donors can be leveraged to secure gifts, earn long-term support, and expand your donor base.
One piece of basic but vital information is demographic data. From how old your supporters are to their family status to their average income, demographics help you better understand your audience. However, you may not have any natural opportunities to outright ask supporters details about their lives without coming off as invasive.
Fortunately, you can fill in missing data and correct outdated information with data appending. In this guide, we’ll take a deep dive into demographic appends and how your nonprofit can leverage them to cultivate stronger supporter relationships.
What is a data append?
“Append” means to supplement or amend something, so a “data append” is the process of supplementing and amending your nonprofit’s data. Along with demographic information, nonprofits can purchase appending services for all kinds of donor data, including:
These are just a few types of data nonprofits are likely to request to complete their donor profiles. For instance, for-profit companies often invest in customer appends related to internet search history and past purchases.
For nonprofits interested in data appending, look for services that specialize in working with nonprofit and charitable organizations. These service providers understand the unique types of supporter data that will actually be beneficial to nonprofits, so they can avoid cluttering your donor database. We’ll go over the characteristics of a reliable data append provider later.
What data is included in demographic appends?
Demographics are a catchall term for a wide variety of data, including:
This information is gathered from multiple databases the append service has access to. If you give your donors’ names and email addresses to your append service provider, they would compare that information against the data in their various databases to find corresponding demographic information.
While some demographic details might seem sensitive, remember that data appending is a normal and widespread practice. For example, when you register to vote, you likely receive many political messages from your preferred party despite never providing any political groups with your phone number or email.
Why do nonprofits need demographic appends?
Demographic appends provide a wide range of data about your donors, but you might not be sure exactly how knowing your supporters’ ages or family sizes will help your nonprofit.
Demographic appends benefit nonprofits in a few ways, including:
The more you know about your donors, the better you’ll be able to communicate with them. Demographic data empowers you to create content your current supporters and prospective donors will find interesting, leading to increased engagement.
The Data Appending Process
When a nonprofit purchases a data append, almost every step of the process will be taken care of by the service they hire. However, understanding how this process works can help you choose a trustworthy data appending company and make better use of the data you receive.
We’ve touched on the appending process briefly, but let’s break it down in full here:
Ultimately, your nonprofit will have little involvement in the actual appending process, but if you have any questions about how the process will be conducted or what your nonprofit should expect, be sure to ask your specific append provider.
What to Look for in a Data Append Provider
Data append providers help supplement your data, but they can vary in speed, accuracy, and range of services. When you’re ready to hire a data append provider, assess top candidates on the following qualities:
When it comes to recommendations for where to start, we recommend our team for employer appends. With our comprehensive corporate giving database, nonprofits can easily find their donors’ employers and discover their eligibility for a range of corporate giving programs, including volunteer grants and matching gifts.
More Appending Resources
Demographic data lets you know who your supporters are. With this information, you can better market to your current audience, identify potential supporters, and improve your donor relationships. Demographic appends empower you to gather this information easily and stay updated on your supporters, no matter how your audience grows or changes.
For more resources related to appending, nonprofit data, and supporter relationships, check out these guides:
Double the Donation and PlanHero Release Powerful Volunteer Integration
/in Press Releases, Company Updates, About Double the Donation /by Adam WeingerDouble the Donation is thrilled to unveil its latest partnership with PlanHero, expanding the accessibility of integrated matching gift technology to corporate volunteerism and beyond. Through the integration of Double the Donation Volunteering with PlanHero’s volunteer management software, organizations can now seamlessly enhance their corporate volunteer strategies to recruit, engage, and retain support more effectively than ever before.
This new integration enables individuals to supply employment information as they register for volunteer events and identify available incentives, such as volunteer grants and volunteer time off programs, through their companies. With actionable steps provided post-registration, volunteers can quickly submit their corporate volunteer requests, ensuring nonprofits maximize their potential with ease.
“As corporate social responsibility continues to grow, it’s vital for nonprofits to leverage these opportunities,” said Adam Weinger, President of Double the Donation. “This includes corporate volunteer programs, which is why we’re excited to bring Double the Donation’s automation functionality to PlanHero’s platform, helping organizations boost their volunteer engagement and corporate funding alike.”
The PlanHero and Double the Donation integration is now available for mutual clients. Follow our integration guide to get connected.
Ready to enhance volunteer engagement with corporate incentives? Request a personalized demo with the Double the Donation team today. Be sure to mention you use PlanHero!
About PlanHero:
PlanHero offers a comprehensive volunteer management platform designed to streamline the organization and communication of volunteer activities. Specializing in tools for nonprofit organizations, schools, and community groups, PlanHero provides an intuitive, user-friendly solution that simplifies volunteer scheduling and engagement. For more information, visit PlanHero’s website .
About Double the Donation:
Automate your matching gift fundraising and corporate volunteering with the industry-leading solution from Double the Donation. The Double the Donation platform provides nonprofits with tools to identify individuals who qualify for corporate philanthropy initiatives, drive increased participation, and gain actionable insights from the programs.Double the Donation integrates directly into donation forms, CRMs, volunteer management platforms, and other nonprofit technology solutions to capture employment information and follow up with donors accordingly. To learn more, visit Double the Donation .