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Improving Your Donor Development Approach: 15 Expert Tactics

Every nonprofit professional’s dream is to cultivate a donor community full of lifelong supporters. However, achieving this goal requires lots of long-term strategic moves and outreach from your team. 

These activities represent donor development, a critical process for nonprofits looking to establish a foothold in their community. Prioritizing donor development can significantly improve your acquisition rate, retention rate, and growth potential. 

In this guide, we’ll review the key components of donor development so you can launch your own strategies, including:

Let’s explore the importance of donor development and how you can improve your current approach. 

Boost your donor development with the most convenient giving option, matching gifts. Click here to jumpstart your efforts with Double the Donation’s matching gift platform.

Donor Development: Key Terms to Know

Before we get into the details, let’s define some essential terms you need to know relating to donor development:

  • Prospect research is the process of identifying potential donors and gathering information on them that can inform your ask.
  • The donor lifecycle refers to the various phases that a donor goes through while supporting your organization. We’ll go into the stages in greater detail later, but generally, the donor lifecycle starts when your nonprofit first makes contact with a potential donor. 
  • Donor cultivation involves building and cultivating connections with potential donors to persuade them to contribute to your nonprofit. 
  • Donor stewardship involves maintaining and strengthening existing supporter relationships to secure future gifts.
  • Donor development is the overarching approach your nonprofit takes to attract, retain, and upgrade donors. It encompasses donor cultivation and donor stewardship activities. 
  • Donor retention rate is the percentage of donors that give again after their initial gift instead of churning. 
  • Legacy commitments refer to planned gifts that donors have pledged for the future through their will or estate plan. These contributions can include bequests, trusts, property, gifts of stock, and more.

Now that you know these important terms, let’s answer some of the questions you might have about donor development.

Donor Development FAQ

Why does donor development matter?

These statistics illustrate the importance of donor development in your nonprofit’s overall financial health and stability:

Statistics related to donor development (as explained below).

As you can see, retention is a more cost-effective way than acquisition to secure revenue from your donor community. And with total giving decreasing, it’s more important than ever to optimize your donor development approach and secure consistent fundraising revenue. 

Want to start a donor retention program? Click here to read our ultimate guide.

What are the phases of the donor lifecycle?

Understanding the donor lifecycle can help structure your donor development efforts. You can break the donor lifecycle into the following actions and stages:

The stages of donor development (as explained below).

  • The donor makes their initial donation to your nonprofit. The donor learns about your nonprofit and mission via marketing materials or their network. Once they donate, your nonprofit has officially acquired them as a supporter.
  • The donor renews their support. Once the donor has been in your community for some time and has decided to donate again, they move into the retention phase. 
    • If the donor does not give again, they’re considered lapsed, which entails a different re-engagement strategy.
  • The donor deepens engagement with your nonprofit. For example, they might join your volunteer program, spearhead a peer-to-peer fundraising campaign on your behalf, or become a public advocate for your cause. These engagements signify that the donor feels a strong connection to your organization, making them a good candidate for a gift upgrade.
  • The donor becomes a lifelong advocate for your cause. Once a donor has expanded their involvement with your mission, your team likely knows how to keep them emotionally connected with your nonprofit in the long term. 

The goal is to grow your donor’s commitment to your organization over time. That being said, the donor lifecycle looks different for every nonprofit based on your goals, budget, and fundraising capacity. Adjust this general donor lifecycle layout based on your objectives. Throughout the process, track donor engagement in your CRM and tailor your strategy to their preferences.

What’s the difference between donor cultivation, stewardship, and development?

While similar, all of these terms represent a different area of donor relationship management. This Venn diagram can help you understand what these terms commonly encompass and what sets them apart:

A venn diagram comparing donor cultivation, donor development, and donor stewardship (as explained below).

Donor Cultivation Donor Development Donor Stewardship Shared Elements of Donor Cultivation and Donor Development Shared Elements of Donor Development and Donor Stewardship Shared Elements of Donor Cultivation, Development, and Stewardship
  • Awareness Building
  • Initial Engagement
  • Interest Generation
  • Outreach Initiatives
  • Relationship Building
  • Ongoing Engagement
  • Progression in Giving Levels
  • Personalized Communication
  • Recognition
  • Appreciation
  • Relationship Maintenance
  • Retention Strategies
  • Conversion of Prospects to Donors
  • Increasing Engagement Levels
  • Building Trust and Commitment
  • Nurturing and Sustaining Donor Relationships
  • Encouraging Repeat Contributions
  • Maintaining Engagement Momentum
  • Comprehensive Donor Engagement Continuum
  • Holistic Donor Journey
  • Interconnected Phases
  • Commitment to Donor Relationships

All of these terms are important to creating an overall donor development strategy. As we discuss how to plan your own, keep in mind your current activities for each of these processes and how you can improve them.

How can you gauge your current approach to donor development?

Establishing a baseline benchmark for your donor development program improvements is crucial for gauging performance. You can gauge the effectiveness of your current donor development strategies by:

  • Mapping your nonprofit’s average donor lifecycle. Consult your CRM to access data about how the average donor’s relationship with your nonprofit would evolve. Then, supplement your quantitative data with qualitative feedback from donors. Survey longtime and new donors to collect additional insight into their journey with your nonprofit. Once you have all relevant data points, create an updated donor lifecycle for your organization and work from there. 
  • Evaluating your donor segments. Your nonprofit likely segments your donors to conduct personalized outreach, a crucial aspect of donor development. However, as your nonprofit’s donor community changes over time, so should your segmentation approach to accommodate new preferences. For example, you might have received an influx of younger donors in recent years who prefer SMS communications from your nonprofit.  
  • Establishing key performance indicators (KPIs). Leveraging KPIs is a helpful strategy for standardizing what success means to your nonprofit based on your unique goals. Pertinent KPIs that your nonprofit might track for donor development include cost per dollar raised, retention rate, acquisition rate, and donor lifetime value (the total amount of revenue you can expect to receive from a donor over their entire relationship with your nonprofit).

You’ll need a comprehensive donor database to execute these activities effectively. If your CRM isn’t customizable, scalable, or otherwise doesn’t fit your reporting needs, you should research and implement alternative solutions. 

Your job doesn’t end with finding an effective CRM, through! Once you’ve started using a solution that supports your donor development efforts, ensure you implement and stick to data hygiene practices. NPOInfo’s guide to data hygiene for nonprofits recommends adding these activities to your regimen:

  • Standardize data formatting.
  • Regularly audit and back up your data.
  • Invest in data appends.

Improving your data hygiene practices helps you keep your donor development data reliable and useful. This consistency makes it easier to detect and react to data trends, not just during the initial benchmarking phase but continuously over time.

Donor Development: 15 Strategies

All of the donor development strategies (as explained below).

General Donor Development Strategies

Implement these tactics into any donor development strategy, no matter how much the donor gives or how long they’ve been with your nonprofit:

  • Personalize communication. As previously mentioned, adding a personal touch to your communications is critical for keeping donors engaged with your nonprofit. Besides addressing each message recipient by name, you can boost personalization by sending messages to relevant sections of your supporter base with segmentation. 
  • Provide impact reports. Your donors want to know that their investment in your mission is making a real difference. Convince them to continue contributing to your nonprofit by creating impact reports that illustrate what fundraising revenue has supported. A common format nonprofits use to convey impact is a public-facing annual report, but you can report impact to donors more frequently via email. 
  • Offer engagement opportunities. Your donors want to make an impact on your beneficiaries, so offer them the chance to expand their engagement with new opportunities. For example, you might ask an annual donor if they’d like to join your volunteer program to give back differently. Or, you might encourage donors to submit a matching gift request to their employer to multiply their impact.
  • Show appreciation. Every donation puts you closer to achieving your mission, no matter its size. Thank all of your donors for their support to show how much they mean to your organization and your beneficiaries. Every donor should receive a thank-you email expressing your team’s heartfelt gratitude and pledging to put their gift to good use.

Encourage feedback. Optimizing the donor development journey is easier with suggestions straight from the segment that you’re trying to optimize. Welcome feedback from donors so you can access new insights that you can use to adjust your strategies. You can collect feedback formally using a survey, or informally by letting donors know that you’re always available if they have ad-hoc suggestions.

Mid-Tier Donor Development Strategies

Mid-tier donors are those who have the potential to upgrade and become lifetime donors. These strategies help you funnel them through more advanced stages of the donor lifecycle:

  • Create specific impact reports. Unlike general annual reports, you should break down mid-tier donors’ impact in greater detail. You might make specific impact reports for a donor when they hit a certain milestone, such as an anniversary of supporting your organization or a certain dollar amount crossed.
  • Host donor stewardship events. Donor stewardship applies to mid-tier donors because they already have a history of supporting your nonprofit. Host events where you can talk casually with mid-tier donors, such as a luncheon or mixer. This allows you to collect information that can inform your stewardship approach, such as personal milestones and other preferences. 
  • Conduct one-on-one outreach. Besides inviting them to larger donor stewardship events, engage your mid-tier donors with occasional one-on-one outreach. For instance, you might call them on a special day in their life, such as their birthday or first day of retirement. Casual one-on-one outreach demonstrates that you care about your donors as people, not just a source of money for your cause. 
  • Offer representative positions. Mid-tier donors have likely been loyal members of your nonprofit’s community for a while. You can foster their investment in your cause by offering them positions as nonprofit representatives. For example, you might start an Ambassador program where mid-tier donors can act as advocates for your nonprofit to their networks and have special responsibilities. This shows them that you view them as a positive contributor to your community and could yield upgraded gifts. 
  • Host meet-and-greets with beneficiaries. Once your donors reach the mid-tier stage, you should try and deepen their emotional connection with not only your cause but also your beneficiaries themselves. Invite select mid-tier donors to a meet-and-greet event with beneficiaries where they can build unique relationships with them and solidify their commitment to your cause.

Major Donor Development Strategies

Once your donors have entered this stage, they’ve firmly established their loyalty to your nonprofit and have demonstrated a large capacity to give. These tactics can help you secure a significant lifelong commitment from them:

  • Hold regular meetings. Major donors should have a greater say in your nonprofit’s activities since they pledge a significant amount to your programs. Organize regular chats with major donors where you can ask for their thoughts about causes that they support. As long as you clarify that your team has the final say, this can be a beneficial opportunity for both you and your major donors to shape your daily operations. 
  • Offer matching gift opportunities. If your major donors are looking for ways to expand their impact on your fundraising efforts, pitch a matching gift drive to them. In a matching gift drive, the major donor will pledge a matched contribution of whatever individual donors contribute up to a certain amount. For instance, a major donor could pledge to match all gifts up to the $10,000 benchmark. This not only gives the major donor a creative way to give back but also encourages other people to contribute.
  • Provide exclusive access. Make your fundraising events and programs even more interesting for major donors by offering exclusive perks. For example, you might offer them a VIP table at your charity auction or invite them to shadow your programming in progress. Just remember to secure permission from your beneficiaries first if you want to show major donors a beneficiary-facing activity.
  • Offer advisory roles. Whether it’s a position on your Board of Directors or a turn as the head of your Ambassador program, your major donors will likely appreciate new ways to get involved. If you have many major donors who are interested or if the role makes significant decisions for the nonprofit, host interviews to make sure they’re suited for the job. Also, remember to communicate the time commitment for the role before they start so they can adjust their schedule accordingly.
  • Promote legacy giving. This truly unique giving opportunity allows donors to continue supporting your nonprofit even after they’ve passed away. With a planned giving program, your major donors can pledge money from their estate to your organization. Planned giving can be highly personal and sensitive, which is why it’s best to pitch to major donors who are already comfortable with your team and who are extremely passionate about your mission.

Wrapping Up + Additional Resources

While implementing these suggestions provides a foundation for your donor development, you should customize your tactics based on your community and strategic plan. As long as you take the approaches that best suit your donors’ needs and provide creative ways to give back, you can boost your donors’ lifetime value and cultivate an ideal donor lifecycle for your nonprofit.

84% of donors are more likely to donate if their employer offers a match. Help them find their match effortlessly with Double the Donation’s matching gift platform. Click here for a demo.

The Ultimate Guide to Employer Appends for Fundraisers

The Ultimate Guide to Employer Appends for Fundraisers

You likely gather many details about your donors⁠—those who support your cause with their funds, time, or resources. Perhaps you collect names, contact information, engagement history, interests, and hobbies. The more comprehensive an understanding you have of each supporter, the better you can tailor your fundraising strategy to effectively reach your target audience.

However, one critical piece of the puzzle that’s often overlooked is employment data. Knowing where your donors work can play a significant role in how you relate to them in terms of fundraising, corporate giving opportunities, and more. And if you don’t already have this data point on file? That’s where employer appends come in.

In this guide, we’ll provide a walkthrough of all things employer appends⁠—including:

Understanding your donors’ employment status can elevate your fundraising efforts in huge ways. You won’t want to discard the wealth of information gathered through employer appends, nor the amplified impact it brings.

Let’s get started!

Leverage well-built donor profiles with Double the Donation.

The Basics of Data Appends

The Basics of Data Appends

Data appends are a particular type of data enhancement strategy that allows nonprofits and other fundraising groups to learn more about the individuals in their networks. These efforts aim to provide organizations with more comprehensive and up-to-date information, often concerning their donors and other supporters. This empowers fundraisers to adjust their messaging and overall engagement strategies by better discerning who a donor is and what makes them tick.

Organizations typically provide the information they do have to a company dedicated to data enhancement services. The company then compares donor information against a mega-database of individual data, filling in the details the organization lacks as they go.

Types of data appends
Employer appends, in particular, empower organizations to collect new and optimized data regarding the companies their supporters work for. Beyond employer information, other common types of data appends include mailing addresses, email addresses, birth dates, and phone numbers.

As you’ll notice, these types of appends primarily fill in missing or outdated contact information. That makes connecting with supporters easy for email outreach, phonathon fundraisers, direct mail solicitations, and other campaigns.

What Are Employer Appends?

What Are Employer Appends?

Employer appends are one of the most common types of data appends for nonprofits, schools, and other fundraising organizations. In this case, the unknown information an organization seeks is that of a donor’s employer.

By providing other data points⁠—such as the person’s name, location, phone number, education experience, etc.—the intended result is to locate the company that the individual works for (and sometimes even their job title!). In the end, the organization receives invaluable insights that can help uncover matching gift and other workplace giving opportunities, estimate wealth data, and more.

How Employer Appends Work for Fundraisers

The employer appends process is simple. After locating a data appending service (we’ll cover what to look for below), you’ll want to collect as much data about your donors as possible. This should include:

  • Name
  • Unique ID number
  • Mailing address (home, business, or both)
  • Region (state, city, and country)
  • Email address(es)
  • Phone number(s)
  • College or university (along with class year and major/degree, if available)
  • Last gift amount
  • Date of last donation
  • Date the entry was last updated

You will likely not have every data point available for each donor. And that’s okay! However, starting with as much information as possible increases the likelihood that the appending service provider can locate and match supporter records to the right employer information.

The employer appends process

From there, the appending service will conduct its own research, typically scanning a number of public and privately held databases, which may include government records, SEC filings, social media profiles, business registrations, and more.

When the service provider is able to match a donor record with an employing company, they make a note of the identified information, check the newly collected data for accuracy, and share their findings with the organization. Ultimately, the organization is able to utilize the information to its best advantage in terms of optimal fundraising and donor relations.

Enhance nonprofit fundraising with an employer append from Double the Donation.

Benefits of Employer Appends

Benefits of Employer Appends for Nonprofits and Universities

Employer appends can bring big results to nonprofit fundraising. Knowing where your donors and other key supporters work plays a significant role in overall engagement strategies, not to mention enabling targeted efforts regarding available workplace giving opportunities.

Benefits of employer appends
Specifically, employer appending can help your team:

Determine matching gift eligibility ⁠—

Thousands of companies offer matching gift programs where they agree to match employee donations to charitable organizations.

However, you likely won’t know which donors are eligible for (and, as a result, which to follow up with about) matching opportunities if you don’t know where they work. In fact, this knowledge gap even results in over $4 to $7 billion in matching gift funding going unclaimed each year!

Once you have the information you need, however, you’ll be able to prompt qualifying donors to complete the match process and secure additional funding on your organization’s behalf⁠. This is true not only in the form of corporate match revenue but in elevated individual giving (and donor engagement), as well.

Keep in mind that matching gift services⁠—like Double the Donation—can help nonprofits target and follow up with matching gift opportunities as well. However, employer appends are often able to provide additional data points with which to guide an organization’s strategy, allowing fundraisers to capture supporter information even if the individual is not currently in the donation pipeline.

Here’s an example: “Jody, did you know that your employer, the Home Depot, matches full- and part-time employee donations up to $3,000 per person each year? Click here to request your matching gift!”

Uncover volunteer grant opportunities ⁠—

Similarly, if your organization has a supporter base of dedicated volunteers, corporate volunteer grants can help stretch their donated time even further. These are additional giving programs offered by philanthropic-minded businesses, the difference being that employers contribute monetary funds to the organizations with which their employees volunteer their time. Volunteer grants, which are also referred to as “dollars for doers,” can be an excellent way to multiply the impact of volunteer time for your organization, and supporters love being able to get involved in that way as well.

But again, you’ll need to know which companies your volunteers work for, which is where your employer appends come in. That way, you can be sure to inform them about the opportunities, encourage participation, and direct them to their employers’ request processes to get involved.

Here’s an example: “Thanks for all of your help at the shelter this weekend and over the past several months, Sam! As a Verizon employee, your volunteer hours likely qualify you to request a corporate volunteer grant on our behalf. Click here to learn more about how to request your grant!”

Identify potential corporate sponsorships ⁠—

Corporate sponsors can bring your nonprofit’s next fundraising event to the next level, and knowing which companies your supporters work for can aid in determining top prospective sponsors and help get your foot in the door! Once you know where your donors work, leverage the information as an in with a potential sponsor or encourage donors to advocate for a partnership on your behalf.

Here’s an example: “Ashley, it’s great to connect with the Microsoft team. More than 100 of our nonprofit’s donors work for Microsoft, and we’ve received thousands of dollars in matching gifts from your company in the past. As it’s clear that we already have a lot in common, would you be interested in sponsoring our upcoming event?”

Estimate wealth data ⁠—

Your donors’ wealth levels can play a significant role in their ability to give charitably, and understanding their limits can help organizations determine ideal fundraising asks. Knowing which companies your donors work for, their roles in the businesses, and more can help shed light on their estimated incomes and, by extension, giving abilities.

Here’s an example: “Sarah, we thank you for your continued support of our nonprofit cause. Will you consider making a $10,000 donation to help us reach our year-end giving goal?”

Tailor donor communications ⁠—

You want your donor outreach to be as personal and targeted as possible. Including direct references to donor-specific information helps develop relationships and shows that you’re not sending the same copied-and-pasted message to each person in your contacts. And, as you likely know, targeted messaging can be one of the best ways to develop strengthened, beyond-surface-level donor relationships, build connections with the cause, and ultimately drive more nonprofit involvement among supporters.

Highlighting an individual’s employing company can be a great way to do so, especially regarding getting involved with workplace giving programs. And if you don’t already have your donors’ employment information, that’s where employer appends can help.

Here’s an example: “Jeffrey, the Walt Disney Corporation offers a range of corporate giving opportunities that can benefit our organization in big ways. As a member of the Disney team, you have the chance to participate in matching gifts, volunteer grants, and more.”

Learn more about your supporters ⁠—

The more you know about your supporters⁠—donors, volunteers, and prospects alike⁠—the better you can connect with the individuals who make your mission possible. Since most people’s careers are a key component of their lives and what makes them who they are, understanding where they work and what they do can be a key piece of the “getting to know your donors” puzzle. Plus, it can even help shine a light on their own interests and hobbies.

Here’s an example: “As a Petco employee, you likely care about the wellbeing of the little, furry friends in our community. That’s exactly what our organization, the Atlanta Animal Shelter, is dedicated to, as well. Learn more about how you can get involved with the cause here!”

A sample donor dashboard with profiles completed using a data append

Overall, employer records are an extremely beneficial tool for designing targeted and effective outreach⁠. However, you likely don’t have that information on file for all of your supporters. By leveraging employer appends, you can collect the information you need to guide your organization’s engagement efforts toward success.

Leverage well-built donor profiles with Double the Donation.

Employer Appends Services

Employer Appends Services | What to Look For

It’s possible to conduct donor research on your own; however, your organization is significantly more likely to uncover accurate and up-to-date information about more donors more quickly when you outsource the efforts to a third-party provider. And employer appends services are dedicated to doing just that in the most effective and efficient ways possible.

So how can you select the right employer (or other donor data) appends provider for your needs? Be sure to do your research beforehand.

For example, here’s how it works with Double the Donation:

  • Organizations typically see successful appends rates between 20% and 50% of the records they provide to the appending service (which is significantly higher than the industry average).
  • Employer appends are typically completed and provided within a few days of the organization submitting their inputs.
  • Appends records are assigned an accuracy rating. This takes into account the uniqueness of a donor’s name and the level of detailed inputs initially provided, as well as the comprehensiveness and recency of the data source used.
  • As an added bonus, previously unknown corporate executives are often identified and flagged as potential major donors.
  • Multiple appending options are available, including real-time employer appends for Double the Donation users, as well as one-time bulk appends services for any organization.
  • Employer appends can be uploaded into Double the Donation to trigger matching gift emails and other automated donor outreach.

Employer appends - inputs and outputs

Questions About Employer Appends

Other Frequently Asked Questions

Our propriety screening method combines data from both publicly and privately available sources. These sources include public government records, SEC filings, social media profiles, business registrations, and a variety of other sources.

We typically see append rates which range from 20%-50%. This is based on a variety of factors such as:

  • Donor demographics (higher append rates among organizations which have a greater percentage of donors still in the workforce)
  • Average donation amount (higher append rates for wealthier donors)
  • Type of nonprofit (higher append rates for higher education)

Our accuracy score is based on a number of factors including:

Uniqueness of donor names:
With only a name it can be tough to determine whether we’ve identified the correct individual. The number of individuals with the same name plays a role in our accuracy score. A search for a common name such as “Steve Smith” will have a much lower accuracy score than a more unique / one of a kind name.

Level of detail provided on a record:
The more information that you provide on each record, the greater the accuracy score. Even though there may be 1,000 individuals named “Steve Smith” if we’re able to match additional fields such as a phone number or mailing address it increases the accuracy score for that record.

Our data source / date the data source was updated:
We recognize that not all of our data sources are created equal. The data source, as well as the update frequency, plays a role in each individual record’s accuracy score.

Our ability to append employer data is dependent upon the input file an organization provides to us. Organizations which keep their databases up-to-date see the best results.

For instance:

  • Do you have an up-to-date email address?
  • Do you have an up-to-date mailing address?
  • For higher education institutions, can you provide us with the years your donor / alumni graduated?

It depends. Very rarely does an organization have comprehensive data on all of its donors, especially when you consider an organization which raises funds from multiple channels (mail, online, phone, in-person, etc.)

We do request that you provide us with as much data as you can as it helps us locate and match your records to the appropriate individual.

Our matching gift database is comprised of the following two tables:

  1. A table mapping subsidiaries to parent companies
  2. A table mapping all company details to a single parent company

These tables are then joined using a unique ID that ties all the data together.

Yes — though this feature is currently exclusive to Double the Donation Enterprise.

Here’s how it works:

  1. An organization navigates to the “import wizard” to upload its employer appends CSV file.
  2. The organization previews record uploads to ensure the data has been mapped properly.
  3. The organization leverages employer append workflows to match Unknown Eligibility donors with the correct employers.

You can learn more about leveraging bulk employer appends files alongside Double the Donation with our Knowledge Base article on the topic here.

Concluding Thoughts

The more you know about your donors, the more effectively you can target and attract them to your cause. Not to mention, having employment data on file empowers organizations to seek workplace giving opportunities as well.

You may have a solid base of information pertaining to donors’ employing companies already. However, employer appends can go a long way toward filling in the blanks and connecting the dots⁠. This is especially true in terms of matching gift programs, volunteer grants, and more.

Interested in further developing your organization’s donor data strategy? Dive into these other forms of data appends services⁠—and how they can benefit your team⁠—below:

Enhance nonprofit fundraising with an employer append from Double the Donation.

The title of the article beside an illustrated team of individuals in charge of alumni fundraising.

Alumni Fundraising: A Complete Guide to Winning More Support

For many students, attending an institution of higher education is a transformative experience. This is all thanks to the professors you hire, the programs you offer, the facilities you maintain, and the scholarships you grant. To continue presenting your students with the resources they need to fulfill all their academic and personal goals, however, you need funding.

Most schools immediately turn to alumni fundraising to acquire these funds—and it’s not hard to see why. Even though they’ve left your campus, your alumni will always have a special connection to your institution. In this comprehensive guide, we’ll walk through all you need to know to maximize alumni giving:

The more engaged your alumni are, the stronger your school’s community will be. Set your current and upcoming students for success by improving your alumni fundraising strategy.
Download our free guide to learn how your school can double its alumni fundraising revenue with matching gifts.

Why is alumni fundraising important?

Colleges and universities undertake a variety of projects, initiatives, and improvements to create fulfilling experiences for their students. By securing alumni gifts, your school can:

  • Fund more scholarships. According to Hanover Research’s U.S. alumni survey, 74% of alumni indicate that their top inspiration for giving to their alma mater would be to either make education more affordable for other students or because they want to give back. Alumni donations are a stellar way for them to “pay it forward” and make your institution more accessible to aspiring scholars.
  • Create enriching programs and events. Alumni fundraising allows you to increase the value that students receive during their years of study. For instance, you might hire nutritionists to host informational healthy eating sessions, open up more study abroad opportunities, or expand your music program with new course offerings.
  • Improve campus facilities. Whether you’re seeking to construct a new dormitory building or renovate old classrooms, alumni gifts can provide you with the necessary funds to embark on such projects and improve the student experience on campus.
  • Upgrade technology. While new technology can be a considerable upfront investment, state-of-the-art tools like laser projectors, 360-degree lecture recording cameras, and interactive whiteboards can significantly boost student engagement.
  • Provide more student services. More students than ever are struggling with their mental health, with 44% reporting symptoms of depression and 37% indicating that they have experienced anxiety. Alumni gifts can go toward essential student support services such as mental health counseling, career planning, and tutoring.

It’s clear that alumni fundraising can have a significant impact on students and your institution as a whole, so much so that there are even higher education conferences dedicated to it. Understanding and communicating why gifts are so important can go a long way toward raising more from your graduates.

6 Strategies to Encourage Alumni Giving

Your school equips its students with the skills, knowledge, and connections they need to thrive in the professional world. After they’ve received their diplomas and launched their careers, invite them to give back and set the next generation up for success. Follow these six strategies for requesting donations from alumni:

Six strategies for requesting donations from alumni, explained in more detail below.

1. Conduct prospect research.

Your alumni are just as diverse as your student base. This means that, especially if you’re trying to secure a major or annual gift, some alumni will be more promising than others. Prospect research refers to the process of using philanthropic and wealth indicators to identify individuals who have both an affinity for your institution and the capacity to give.

Typically, you’ll search your alumni database for information such as:

  • Past engagement history with your institution, such as volunteering.
  • Personal interests related to your funding goals, such as an affinity for the arts.
  • Previous gifts made to your institution.
  • Real estate ownership.
  • Business connections.
  • Stock ownership.

By conducting prospect research, your school will determine which alumni to prioritize for your mid-size or major gift outreach. If this process seems too intensive for your team, there are plenty of prospect research services that can sift through your data and build a list of prospective donors for you to solicit.

2. Segment your alumni.

Before you begin crafting your fundraising messages and reaching out to alumni, take the time to segment your audience. This step involves separating your alumni into various groups based on shared characteristics so you can tailor your communications to resonate with each individual’s giving capacity, interests, and preferences.

An effective way to pinpoint the most promising groups for your segmented alumni outreach is to create a donor persona. According to Fifty and Fifty, a persona is useful for fleshing out your understanding of your target audience and pinpointing common overlapping traits. Here’s an example of a donor persona that could be useful for alumni fundraising:

Name: Melanie Martin

Age: 35-45

Gender: Female

Family Status: Married with young children

Location: Suburban

Education Level: Bachelor’s and Master’s Degrees

Occupation: Middle management in a marketing firm

Values: Community involvement, paying support they received in previous years forward

Interests: Connecting with fellow alumni, attending family-friendly events

Challenges/Pain Points: Limited time due to professional and family life, feels disconnected from the school since she graduated over ten years prior

From this persona, you could reasonably infer that Melanie’s main motivation for giving back is to support the programs that got her where she is today. Also, she would rather attend annual, family-friendly, reunion-style events. This allows her to reconnect with her alma mater while juggling the other important aspects of her life. Additionally, you could recommend that she signs up to donate smaller recurring gifts since they are much more convenient and manageable.

You can make personas like this for all your most influential donor segments. Just ensure you regularly revisit and update them with necessary information as your donor base evolves.

3. Promote matching gifts.

Your alumni give because they want to make an impact on your school and the students attending it. With matching gifts, they can double or even triple their donation amount at no additional cost. Many companies have a matching gift program as part of their corporate social responsibility initiatives, in which they’ll match employee gifts made to your institution at typically a 1:1 ratio.

However, an estimated $6-$10 billion in matching gift funds goes unclaimed every year, simply because donors aren’t aware of these opportunities. Ensure your alumni don’t miss out by promoting matching gifts across your various platforms. For example, consider:

  • Including basic information about these programs in a section of your email newsletter.
  • Sending follow-up emails after a match-eligible graduate makes a gift.
  • Producing eye-catching social media posts to spread awareness of matching gifts.
  • Creating a dedicated matching gifts page on your school website with detailed instructions about the process.

For alumni who are worried that they won’t be able to give enough to make a meaningful difference, learning about matching gifts could provide them with the motivation they need to follow through.

Check out our short video on matching gift best practices to unlock additional insights for improving your alumni fundraising strategy:

As the video suggests, your school can even turn to a matching gift expert for specialized assistance in using matching gifts to boost your fundraising efforts.

Explore real-life case studies to learn how higher education institutions leverage matching gift software to boost their alumni fundraising results.

4. Invest in tools that facilitate alumni giving.

Modern technology has opened up many possibilities for your school to raise funds. The more options you provide your alumni, the more likely they are to donate. Some game-changing fundraising tools that are worth investing in are:

Several tools that can support a higher education institution’s alumni fundraising efforts, detailed below.

  • Matching gift software.matching gift platform like Double the Donation makes it easy for your institution to identify match-eligible donors and send automated follow-up emails with all the information they need to request a match. Plus, with the latest auto-submission feature, alumni who work for a company with CSR software that integrates with Double the Donation can simply input their corporate email address when they donate and let the technology complete the entire request process for them.
  • Text-to-give platform. 85% of all Americans own a smartphone. Embrace the popularity of these devices by using a text-to-give platform that allows your alumni to donate directly from their phones. All they have to do is text your chosen keyword to your text-to-give number and receive a link that takes them to your mobile-responsive donation page.
  • Peer-to-peer fundraising software. Empower your most passionate graduates to fundraise on your behalf with peer-to-peer fundraising software. With this software, alumni can create individual branded donation pages to which they can direct their friends and family.
  • Event software. Hosting alumni events is an effective way to both keep them engaged and raise revenue for your school. By leveraging event planning and management tools, you can set up registration fees, plan in-person, virtual, and hybrid events, and create a memorable experience for all your attendees.
  • Online donation pages. Create a dedicated online donation page to house your alumni fundraising efforts. Include a matching gift FAQ, eligible funding programs, and an easy-to-use donation form. The philanthropic sectors of universities are also eligible for the Google Ad Grant, which you can use to enhance your donation page’s online visibility and appear on the top of Google’s search results page for keywords related to your institution.

Review your goals and budget before researching specific software solutions to implement for your institution. Take the time to read online reviews and request demos to determine which options will work best for your needs.

5. Provide a variety of opportunities to contribute.

Not every one of your graduates will be a major donor. However, that doesn’t mean many of them aren’t willing and eager to contribute in other ways. Keep these alumni involved by sharing a variety of opportunities for them to support your school, such as:

  • Planned giving. Alumni can set up planned, or legacy, gifts that your institution will receive after they pass. There are multiple types of planned giving, including bequests and charitable gift annuities. These gifts allow alumni donors to leave a legacy without having to worry about factoring donations into their day-to-day financial obligations.
  • Volunteering. While your recent graduates may not have the capacity to make large gifts, they can demonstrate their commitment to your school by contributing their time and skills instead. In fact, the average number of alumni who engage in volunteering is higher among those zero to five years out from graduating than any other cohort. Plus, if their employers offer volunteer grants, you can earn a certain amount of revenue based on the number of volunteer hours your alumni serve.
  • Fundraising. Encourage your alumni to participate in a peer-to-peer fundraising campaign or start a birthday fundraiser on your school’s behalf. This way, they can support your fundraising efforts by reaching out to their friends and family members for donations.
  • Attending events. Alumni can register for your events or participate as speakers. For example, they could lend a hand by serving as a mentor for a current student or using their professional expertise to hold workshops on important topics such as financial literacy.

To open up more opportunities that appeal to your alumni, consider sending out a survey to find out what they’re most interested in. You could ask them about the types of events they prefer or what skills they would like to apply as volunteers.

6. Focus on building strong alumni relationships.

At the heart of it, alumni fundraising is anything but transactional. The key to success lies in building strong, meaningful relationships with your alumni. Start by collecting information on and abiding by their communication preferences. Hanover Research found that 7 in 10 alumni donors want to hear from their institution at least quarterly.

Stay connected beyond fundraising appeals by sharing relevant news, updating donors on the impact of their gifts, and interacting with graduates on social media. Remember to practice frequent, thoughtful recognition to demonstrate just how much alumni mean to your school. Rather than sending generic thank-you emails, consider these popular ideas to appreciate your alumni:

An example of an eCard that schools can use to express their gratitude for alumni giving.

  • Send an eCard. Level up your thank-you’s by producing branded eCards that your team can effortlessly personalize with each recipient’s name and details related to their specific contribution. Dedicated eCard platforms like eCardWidget provide all the tools you’ll need to create your designs, add engaging animations, schedule your eCards, and more.
  • Gift branded merchandise. Whether you send them a t-shirt or a set of stickers, your alumni will be glad to have the chance to display their connection to your school. This type of appreciation has the added benefit of providing extra marketing for your institution as well.
  • Add spotlights to your website. Set up a dedicated page on your school’s website to publicly recognize some of your top alumni donors. Ask for permission to feature individual names, photos, and quotes to turn these spotlights into an inspiring resource for other alumni who are considering making a gift.

Whatever thank-you methods you choose, remember to emphasize how your alumni have made an impact on your institution and the lives of its current students to keep them continually invested in your success.

Alumni Fundraising Letter Template

When it comes time to reach out to your alumni, what do you say? Use this template as a jumping-off point for your alumni fundraising letter:

A template that colleges and universities can use to craft compelling alumni fundraising letters, included in the text below.

[School Letterhead/Logo]

Dear [Recipient’s Name],

We hope this letter finds you well. As a cherished alumn(us/a) of our [Institution Name] family, you know that we’re on a constant journey to provide our current and incoming students with the highest quality of education. In our pursuit of excellence, we’ve accomplished quite a lot in the past few years, including [one or two recent accomplishments].

This year, we’re taking on a new initiative to [fundraising goal]. By raising $[fundraising goal amount], we’ll be able to [impact on the institution and students].

Today, we kindly ask you to take a moment and reflect on your time at [Institution Name]. Will you join in our efforts to create more valuable experiences for our students, so that they can go on to pursue their career aspirations and lifelong dreams?

Any gift, no matter the size, will leave a lasting impact on our students, faculty, and institution as a whole. To make a contribution, [specific instructions on how to donate, such as visit your online donation page]. If you’d like to learn about other ways to support our initiative, please visit our website to explore volunteering opportunities, upcoming events, and more.

Thank you for being an integral part of our institution’s history and helping us shape a brighter future for [Institution Name] and our students.

Sincerely,

[Signature]

[Name]

[Title]
Download our free guide to learn how your school can double its alumni fundraising revenue with matching gifts.

Popular Alumni Fundraising Ideas

Once you’ve developed a foundation of strong alumni relationships for your institution, get creative to maximize participation. Some popular alumni fundraising ideas to consider include:

  • Silent auction. Go beyond simply requesting donations from alumni by hosting a virtual or hybrid silent auction. No matter where they’re located, your attendees can bid on desirable items such as concert tickets, artwork, travel packages, and more—all while supporting your school. Procure items that you know will appeal to your alumni to encourage higher bidding and participation.
  • Cookbook. Your alumni may move away from campus, but that doesn’t mean they can’t feel close to your school’s community anymore. Ask your graduates to submit their best-loved recipes and compile them into a cookbook that you can sell to alumni, parents, and other supporters of your institution.
  • Sports watch party. Sports are a tried-and-true way to rally your alumni together and rekindle their love for your school. Organize watch parties for your next major sporting event and ask attendees to pay a small registration fee for the experience. These can be wonderful opportunities for alumni to bond and make connections with others in their area.
  • Brick fundraiser. Is your school planning to construct a new building or renovate an area on campus? Start a brick fundraiser that allows your alumni to purchase a personalized brick or tile with their name on it. You’ll be able to raise funds and your alumni will be able to leave a lasting, physical mark on your institution.
  • Alumni reunion. An alumni reunion gives your graduates a chance to reminisce about their time at your school and revisit old memories on campus. Beyond charging registration fees, you can earn additional revenue by selling branded merchandise and holding raffles during the event.

After each fundraiser, review key metrics such as your attendance rate and average gift amount to determine which ideas resonate most with your alumni. Use these insights to tailor your alumni fundraising strategy to increase participation moving forward.

Wrapping Up: Maximizing the Potential of Alumni Fundraising

The success of your alumni fundraising efforts depends upon building relationships that harken back to the value you provided graduates during their studies and call attention to the impact they can have on the students who come after them. Make all your alumni feel included by sharing a variety of ways they can contribute to your goals. Then, as they continue to grow and flourish in their lives, they’ll be able to respond to more opportunities to give.

To learn more tips and best practices for connecting with your alumni and raising funds for your school, check out these additional resources:

Get a free demo of 360MatchPro to learn how this matching gift software can help your school earn more through alumni giving.

The title of the article beside an illustrated nonprofit professional preparing nonprofit financial statements.

How to Master the Art of Nonprofit Financial Statements

Well-managed finances are the backbone of successful nonprofits. To continue fulfilling your essential role in the community, you must meet IRS reporting requirements, build donor trust, and make informed decisions that contribute to your overall financial sustainability.

While assembling your nonprofit financial statements can seem like a mundane checkbox to mark off every year, they can be highly useful resources for refining your budget, enhancing your fundraising results, and more.

We’ll cover all the essentials about nonprofit financial statements in the following sections:

Many nonprofits include these statements in their annual reports to demonstrate accountability. By providing donors, volunteers, corporate sponsors, and other stakeholders with a clear window into your financial activities, you’ll enhance your credibility and increase your chances of securing even more support down the road.

Download our free matching gifts guide to raise more funds and improve the results you report in your nonprofit financial statements.

The Importance of Nonprofit Financial Statements

According to a recent Independent Sector study, while most Americans trust nonprofits, 83% indicate that “Nonprofits must earn my trust before I support them” and 80% agree that “I need to see proof of an organization’s impact to continue my support for it.”

With so many pressing causes worth their attention, donors want to feel confident that your nonprofit will put their funds to good use. By sharing your financial statements, you can let them see for themselves just how effectively you’re working to accomplish your mission.

Beyond attracting and retaining donors, nonprofit financial reporting allows you to:

  • Improve financial decision-making. With a better understanding of your nonprofit’s financial situation and activities, you can make strategic adjustments to your budget and resource allocation. For example, you might decide to cut down on your event costs next year by investing in registration and planning tools that will allow you to host more virtual fundraising events.
  • Secure more major gifts. Major donors can provide substantial funding to power your programs, capital campaigns, or general operations. However, to cultivate these key individuals, you need to convince them that their gifts will make a meaningful difference in the lives of those you serve. Presenting them with your nonprofit financial reports is an effective way to demonstrate your track record and impact.
  • Build stronger corporate partnerships. Modern customer and employee expectations have led to a rise in corporate philanthropy initiatives such as matching gifts and event sponsorships. Your financial statements can convince companies that your nonprofit is a worthwhile investment. Plus, you can nurture long-term relationships by publicly recognizing your corporate partners in your annual report.
  • Win more grants. When applying for a grant, you’ll frequently have to include detailed financial information alongside your proposal. These statements prove that your organization possesses the fiscal stability necessary to make effective use of grant funding and carry out your proposed project.
  • Facilitate board financial oversight. Your board members have a fiduciary responsibility to monitor your nonprofit’s budget and financial health. This doesn’t mean they have to oversee every expenditure, nor do they need to be finance experts. Reviewing your financial statements allows them to ensure that your organization is managing its budget properly and complying with Generally Accepted Accounting Principles (GAAP), which include consistent reporting for every period and honesty from all involved parties.
  • Evaluate your nonprofit’s performance. Since nonprofits are legally required to make their financial statements available to the public, you can use these resources to compare your performance with other organizations in your area of focus. In doing so, you’ll be able to identify ways to improve your strategies going forward.

Furthermore, charity watchdogs such as GuideStar and Charity Navigator often consider nonprofit financial reports when rating profiles on their website. Having clear and accurate statements can go a long way toward establishing trust in potential donors looking for new organizations to support.

4 Essential Types of Nonprofit Financial Statements

Nonprofits typically prepare four types of financial statements to visualize their financial health and communicate it to stakeholders:

1. Statement of Financial Position

Your nonprofit’s statement of financial position, or balance sheet, provides a summary of your organization’s financial health at a specific point in time. This document consists of three main elements: assets – liabilities = net assets. Let’s take a closer look at each element:

  • Assets. Assets refer to everything your organization owns, including cash, accounts receivable, investments, property, and office equipment. You’ll list these out in order of liquidity, or how quickly you would be able to convert them into cash. Cash requires no conversion, so you would record it first. Since you’d have to take the time to sell your property and office equipment to convert them to cash, these assets would be last.
  • Liabilities. Liabilities refer to everything your nonprofit owes to its employees, vendors, contractors, and other organizations. For example, you would catalog your accounts payable, loans payable, and other long-term obligations in this section. You’ll organize your liabilities by their due date, starting with the ones you must pay back first.
  • Net assets. To calculate your net assets, subtract your total liabilities from your total assets. While you don’t have to note down every item, you’ll split this section into net assets without donor restrictions and those with restrictions. For instance, a grantmaker might stipulate that you can only use grant funding for a specific project or purpose.

Many nonprofits often include a column for the current year and another for the previous year as a way to compare their financial performance. Feel free to use this template to start constructing your own nonprofit statement of financial position:

A statement of financial position template that nonprofits can use to jumpstart their nonprofit financial reporting.

The details in your statement of financial position will come in handy when it’s time to file your Form 990. Additionally, you can use this report to learn more about your nonprofit’s liquidity. For instance, by dividing your total current assets by your total liabilities, you can calculate your current liquidity ratio. The higher the ratio, the better equipped you are to pay back all your liabilities.

2. Statement of Activities

Your nonprofit’s statement of activities, or income statement, details all your revenue and expenses throughout the fiscal year. Like your statement of financial position, this document contains three main elements:

  • Revenues. In this section, you’ll itemize all of your various revenue sources, such as cash donations, in-kind gifts, grants, membership dues, program fees, and investment returns. Your report will commonly include two categories to account for your restricted and unrestricted revenue.
  • Expenses. In this section, you’ll specify all the costs associated with running your nonprofit and carrying out your mission. For example, record staff salaries, facility rent, insurance, consulting services, supplies, and program-related expenses.
  • Net assets. Subtract your total expenses from your total revenue to calculate your net assets. You’ll typically indicate your net assets at the beginning of the year, your net assets at the end of the year, and your total change in net assets. A positive change in net assets means that your nonprofit is effectively managing its finances throughout the year.

Use our statement of activities template to hit the ground running with your nonprofit financial reporting:

A template for a statement of activities, one of the most common types of nonprofit financial statements.

By compiling a statement of activities, your nonprofit can evaluate the sustainability of its programs and determine whether you need to raise more funds to cover your projected expenses in the coming year. For instance, you might decide to focus on marketing matching gifts to generate the revenue you need to expand one of your core programs.

Explore our matching gift case studies to learn how other nonprofits have achieved financial success with this corporate philanthropy opportunity.

3. Statement of Cash Flows

A statement of cash flows provides your nonprofit with a more minute overview of the cash moving in and out of your organization. Your report will have three main sections:

  • Operating activities. These activities refer to the revenue and expenses associated with operating your nonprofit. You’ll log staff salaries, program fees, and donations in this section.
  • Investing activities. In your statement of cash flows, you’ll list information such as long-term investment purchases and sales, including property and equipment. Additionally, you’ll note down revenue such as interest earned on your investments.
  • Financing activities. Your financing activities refer to any revenue you generate from your savings and financial expenses, like credit card or loan payments.

Like your statement of financial position, it can be helpful to include a column for the current year and a column for the previous year in this report. This way, your leadership team, board members, and other stakeholders can have a better understanding of how your nonprofit generates and spends its cash from year to year.

Start assembling your nonprofit’s statement of cash flows using this template:

A statement of cash flows template that can be a helpful resource for nonprofit financial reporting.

By consistently monitoring your cash inflows and outflows, you’ll be able to notice important trends and use them to adjust your financial strategy in the future.

4. Statement of Functional Expenses

A statement of functional expenses recounts all of your spending, categorizing each expenditure by the purpose it served for your nonprofit. You’ll break up this financial statement into three columns:

  • Program services. In this column, you’ll enumerate all the funds your nonprofit spent to provide its services and carry out its mission. For example, a hunger relief organization may note travel costs for food delivery while a wildlife rehabilitation nonprofit may include animal care supplies as part of its program expenses.
  • Management. Your nonprofit’s management expenses refer to all the costs related to running and managing your organization. Some common management expenses would be employee salaries, office equipment, and rent.
  • Fundraising. In this column, you’ll identify all the expenses associated with raising funds for your nonprofit, including the costs of fundraising event planning, new software solutions, and marketing.

Form 990 includes a “statement of functional expenses” page for 501(c)(3) organizations to fill in. While each nonprofit will have different rows of specific expenditures depending on its activities and area of focus, you can use this basic template as a jumping-off point for your nonprofit functional expenses reporting:

A statement of functional expenses template that nonprofits can use to put together this essential nonprofit financial statement.

You can use the insights from this nonprofit financial statement to guide your annual budget planning. Plus, this publicly available information can provide current and prospective donors with the context they need to decide whether they’d like to support your nonprofit based on how it employs its funds.

How to Prepare Your Nonprofit Financial Reports

Plan to compile these nonprofit financial statements well before the end of your fiscal year to ensure that you have all the time you need to fulfill your accounting requirements. Follow these general steps to start preparing your reports:

  • Assemble your financial data. Since your nonprofit financial statements offer a comprehensive rundown of various aspects of your operations and mission, you’ll need to reference receipts, bank statements, and records of other financial transactions to complete them.
  • Use dedicated nonprofit accounting software. Many nonprofit accounting solutions make it easy for your organization to manage its financial data, track real-time performance, and even automatically generate its financial statements.
  • Review and audit your nonprofit financial statements. Auditing your financial reports can go a long way toward increasing accountability and transparency in the eyes of your nonprofit’s stakeholders. Furthermore, an audit ensures that all your financial data is error-free, so you can confidently share it in your annual report and use it to inform your future strategies.
  • Consider partnering with a nonprofit accountant. With so much that needs to be done to fulfill your nonprofit’s mission, tax season and all its requirements might seem like an overwhelming addition to your to-do list. Fortunately, there are accounting experts with years of experience in helping nonprofits prepare their financial reports. Consider reaching out to these professionals to lighten your workload.

Ultimately, your nonprofit financial statements are snapshots of your financial health and activities that you can use to improve your decision-making and secure more support down the line. A nonprofit consultant can work with your team to interpret your financial data and harness it for future growth.

Download our free matching gifts guide to raise more funds and improve the results you report in your nonprofit financial statements.

Strong Examples of Nonprofit Financial Reporting

Assembling your nonprofit financial reports may seem like an intensive process, but it’s perfectly feasible. Let’s take a look at some excellent examples that other nonprofits have produced and shared:

1. Feeding America

A screenshot of Feeding America’s annual report, a top example of sharing nonprofit financial statements with stakeholders.

Feeding America includes a “Financials” section in its annual report and states upfront that “98% of contributions go directly to programs that serve people facing hunger.” The nonprofit’s statement of financial position and statement of activities provide the necessary details to back up this claim, which can increase trust among donors, volunteers, and other supporters in the community.

Plus, at the bottom of the page, Feeding America adds a link to view its audited financials for anyone interested in delving deeper into its financial situation and activities.

2. The World Wildlife Fund

A screenshot from the World Wildlife Fund’s annual report, another excellent example of nonprofit financial reporting.

The World Wildlife Fund (WWF) features graphs alongside its statement of activities to present its annual report readers with a more visual perspective of its revenue and expenses. With just a glance, it’s easy to see that 85% of total expenses were program-related and that the majority (29%) of operating revenue came from individual contributors.

Furthermore, WWF adds graphs that illustrate the nonprofit’s operating revenue and program spending growth over the past decade.

3. The Leukemia & Lymphoma Society

A screenshot of the audited nonprofit financial reports that the Leukemia & Lymphoma Society included on its website.

The Leukemia & Lymphoma Society (LLS) shares its audited financial statements for the past five years on its website. Each report comes with a note from the independent auditor stating that they conducted the audit according to the Generally Accepted Auditing Standards (GAAS) to ensure that each document is free from any misstatement.

4. Heifer International

A screenshot of one of Heifer International’s nonprofit financial statements.

Similar to LLS, Heifer International has an entire page on its website devoted to sharing its financial information with stakeholders, including a graph that maps out its expenses over the fiscal year. The nonprofit even compares its results with the Better Business Bureau standard for charities, stating that it has gone above and beyond by allocating 75% of funds to program expenses and 21% to fundraising activities.

Wrapping Up: Understanding Your Nonprofit’s Financial Health

While preparing your nonprofit financial statements can feel like wrangling a bunch of numbers together, remember that your ultimate goal is to turn these data points into a story that donors, board members, corporate partners, and other stakeholders can understand.

Whether you add graphs to visualize your most important financial details or simply include your audited reports on your website, consider how you can cater to your audience’s interests and preferences. Engaging stakeholders in your financial reporting and providing transparency can turn reporting requirements into increased impact for those you serve.

For more information on how to improve your nonprofit’s financial situation and share better results year after year, check out these additional resources:

Get a free demo of our matching gift software to learn how you can start sharing better results in your nonprofit financial reports.

The title of the article next to an illustration of three people with their hands together, representing the idea of donor stewardship.

Donor Stewardship: How to Retain Support Effectively

According to OneCause’s Fundraising Outlook Report, the percentage of organizations that identify donor retention as a critical priority has decreased from 57% to 51%. While it’s concerning that fewer nonprofits are trying to reduce costs and form lasting relationships by focusing on donor retention, this insight reveals an opportunity to get ahead and stand out from other organizations vying for attention in your sector.

While the average donor retention rate hovers around 40%, there are strategies your organization can implement to increase this number and secure more long-term support. The top way to keep donors coming back is to create a donor stewardship plan.

We’ll help you dive into donor stewardship by reviewing the following topics:

With a better understanding of donor stewardship and a dedicated plan, you can make stewardship an ongoing, iterative process at your organization and consistently build enduring donor relationships.Download our free matching gifts guide to learn more about this donor stewardship strategy.

What is donor stewardship?

Donor stewardship is the process of extending a relationship beyond the donor’s gift. The ultimate goal of donor stewardship is to encourage them to give again by building a deeper connection with them. Developing that sense of loyalty will make your fundraising efforts more seamless in the future because you’ll have a strong supporter base to tap into.

For stewardship to be effective, nonprofits must form mutually beneficial relationships with their donors. While nonprofits receive financial support, donors get to feel good about the impact they’ve made and join a community of people passionate about your cause. To create these relationships, nonprofits implement stewardship strategies that keep donors updated on the impact of their gifts and provide them with additional engagement opportunities.

What is the relationship between donor stewardship and retention?

Donor retention is a measure of how many donors come back to contribute to your organization after their initial gift. You can calculate your donor retention rate by dividing the number of donors who gave again this year by the number of donors who contributed last year, then multiplying that number by 100.

In recent years, donor retention has been on the decline, with an overall donor retention rate of 42.6% in 2022, which was 3.5% less than the previous year. There are costs associated with acquiring new donors, and when your donor retention rate is low, your organization has to continuously maximize the time, effort, and resources it pours into donor acquisition.

Donor stewardship helps your organization conserve resources and build a more reliable donor pool. You need regular communication to remind donors of your cause and how vital their support is, and with a dedicated donor stewardship plan, you can keep in contact with donors and ultimately retain them.

Additionally, retained donors are more valuable to your organization because they give more, more often, and are more likely to engage with your nonprofit in other ways. Considering 94% of recurring donors prefer to give to their causes of choice monthly, stewarding these donors enables you to build a consistent community of supporters rather than a sporadic, constantly shifting list of one-time donors.

Lastly, you already have data stored for previous donors in your database or constituent relationship management platform (CRM). You can use this information to reengage and steward these relationships because you know more about their interests and preferences. With a data-driven stewardship approach, you can meet donors where they are and personalize your communications to retain their support.

What is the donor pyramid?

The donor pyramid is a visual representation of different donor giving levels. Since first-time donors are likely your largest donor group, they occupy the bottom of the pyramid whereas the few major donors you have reside at the top. When you understand which category of the pyramid each donor fits into, you can better steward them up the pyramid and increase their support.

The main categories of the donor pyramid include:The donor pyramid, a useful tool for donor stewardship, outlined in the text below.

  • Prospective donors. Some organizations include prospective donors at the bottom of the pyramid to represent all potential giving opportunities. You may omit this group or narrow it down to those who have shown interest in your cause but haven’t yet contributed monetarily, such as volunteers, social media followers, or newsletter subscribers.
  • First-time donors. Most nonprofits place first-time donors at the bottom of the pyramid. While these supporters have demonstrated interest in your mission, it’s crucial to follow up with them immediately after their initial gift to show your appreciation and share the impact of their contribution.
  • Recurring donors. Recurring donors may give on a monthly, quarterly, annual, or varying basis. You may create different segments for each of these groups and develop stewardship strategies depending on giving frequency.
  • Planned donors. Planned donors pledge gifts to be contributed to nonprofits once they pass away. These bequests are typically sizable donations, so it’s important to show your appreciation for planned donors’ contributions.
  • Major donors. The top of the pyramid is comprised of major donors who give the largest gifts to your organization. Depending on your nonprofit’s size and typical donation amounts, you may define your major gift threshold differently than other organizations do.

To form your nonprofit’s own donor pyramid, draw supporter insights from your donor database. This information will help you determine which categories to include, roughly how many donors are in each tier, and how to best steward each group to higher levels of the pyramid or larger commitments at their current tier.

How does donor stewardship fit into donor cultivation?

Donor cultivation is the process of acquiring new donors and strengthening relationships with them. While donor stewardship is the last step in the cultivation cycle, it’s important to understand each step in the process and how it informs your stewardship efforts:The donor stewardship cycle, as outlined in the text below.

1. Identification

The first step in the donor cultivation cycle is to identify potential donors. This step may involve reviewing your CRM for supporters who may be interested in donating, identifying previous or lapsed donors, or conducting outreach to those who are completely new to your organization and mission.

Some strategies for identifying prospective donors include:

  • Prospect research. When you’re looking for potential major donors, conducting prospect research can help you determine supporters’ giving capacity and willingness to contribute. That way, you can focus your outreach on those who are most likely to make a major contribution.
  • Existing connections. Current supporters and stakeholders in your organization can help you identify people in their networks who may be interested in contributing to your cause. Ask your board members, major donors, and staff if they have any connections they can leverage.
  • Surveys. Sometimes the best way to identify if someone would be interested in giving is to simply ask them. Send surveys to your supporter base asking them if they’re open to making a monetary contribution and what type of gift they would like to make.

In this stage, it’s important to emphasize your nonprofit’s mission and let potential donors know the impact their contributions could make.

2. Qualification

Now that you’ve identified potential donors, it’s time to narrow down that list further to prioritize those with the highest giving likelihood. Some factors you may assess to determine the most qualified potential donors are:

  • Previous engagement. Potential donors may have interacted with your organization in ways other than donating, such as attending an event, volunteering, following your social media accounts, or signing up for your newsletter. These interactions demonstrate potential donors’ interest in your nonprofit and may indicate their likelihood to donate.
  • Wealth markers. Identifying potential donors’ capacity to give is especially useful for determining who may become a major donor. These wealth indicators may include real estate ownership, stock holdings, and business affiliations.
  • Affinity markers. Just because someone has the capacity to give doesn’t mean they’re interested in contributing. Affinity markers such as political involvement and previous support for other charitable causes allow you to assess the alignment between a potential donor’s values and your organization’s mission.

While some of this information may be stored in your CRM or found in public records, it can be helpful to work with a fundraising consultant or data provider who can acquire this data for you.

3. Cultivation

The cultivation step involves laying the foundation for a long-term relationship with prospects. Before soliciting a donation, introduce potential donors to your organization and invite them to get involved with:

  • Educational materials. Allow prospects to learn more about your mission and work by providing them with educational materials. Send them introductory pamphlets, videos of your beneficiaries, and summaries of your services so they can become more familiar with your organization.
  • Volunteer opportunities. When prospects volunteer with your nonprofit, they’ll receive hands-on experience with your cause. As a result, they may develop a connection to your mission and be more open to donating.
  • Events. An event is a perfect opportunity for prospects to meet current donors and find out why they support your cause. Consider inviting prospects to your next fundraising or advocacy event so they can become immersed in your community and determine if they’d like to become more involved.

Personalizing your communications with prospects is also a powerful strategy for developing relationships with them. Use data from your CRM to learn more about your prospects and tailor your communications accordingly. For example, if a prospect recently volunteered with your nonprofit, thank them for their support and follow up with additional volunteer opportunities they may be interested in.

4. Solicitation

After getting to know potential donors and informing them about your organization, you can begin soliciting donations. When making your initial asks, keep these tips in mind:

  • Be specific. Using the data you’ve gathered about your prospects, suggest a specific donation amount that aligns with their giving capacity. You should also be clear about what that amount of money will allow your nonprofit to accomplish. For example, an animal shelter might specify that a $100 donation allows it to restock its pet food supply for one week.
  • Appeal to prospects’ emotions. Don’t be afraid to use emotionally charged language to show prospects why they should care about your cause and how they have the power to make an impact. Including a testimonial from a beneficiary or current donor can help make a prospect’s potential impact more tangible.
  • Mention matching gift opportunities. Did you know that 84% of people say they’re more likely to donate if a match is offered, and 1 in 3 donors claim they’d give a larger gift if matching is applied to their donation? Informing prospects about matching gift opportunities in your ask can motivate them to donate and allow you to gain even more for your cause. Matching gifts occur when a company matches their employees’ donations to a nonprofit, usually at a 1:1 ratio. As a result, your nonprofit can double its donation revenue. Learn best practices for promoting matching gifts in the video below:

 

As the video states, raising awareness for matching gifts is key. Once potential donors know about the power of matching gifts, you can make the process easier by researching their eligibility for them or providing them with a matching gift database where they can easily find their employer’s matching gift policies.

If a prospect says “no” to your first ask, that doesn’t mean you’ve failed to garner their support. Continue cultivating a relationship with this individual until it’s appropriate to make another donation request. Even if they don’t end up contributing monetarily, they can still become an active member of your community by volunteering, attending events, and engaging with your content online.

5. Stewardship

You should begin the donor stewardship process immediately after a prospect becomes a donor. Follow these steps to kick off your stewardship efforts:

  • Thank donors for their support. Show donors your appreciation for their contributions. To quickly and efficiently thank donors, automate a thank-you eCard to be sent to each donor right after they submit their donation. For larger gifts, you may send a handwritten thank-you note or call major donors to demonstrate your appreciation.
  • Recognize your donors. Larger gifts may also warrant public recognition of your donors through plaques, donor appreciation events, or invitations to your nonprofit’s giving society. You can also recognize mid-level donors by creating social media or newsletter spotlights.
  • Report on their impact. No matter the size of their donation, donors want to know that your organization is using their funds responsibly. Update donors on the specific initiatives you’ve allocated their donations toward, whether that’s a new program, supplies, a fundraising event, or something else entirely.

While these steps are a great start to donor stewardship, you’ll need a dedicated stewardship plan to effectively sustain your relationships with donors.

Creating a Donor Stewardship Plan: 5 Steps

A systematic approach to donor stewardship ensures no donor gets left behind and that your team knows exactly how to uphold donor relationships. To create a donor stewardship plan, follow these essential steps:Steps for creating a donor stewardship plan, as outlined in the text below.

1. Determine your donor stewardship goals.

The beginning of any plan should start with goal creation, and donor stewardship is no different. Goals developed using the SMART (Specific, Measurable, Achievable, Relevant, and Time-Bound) goal framework allow you to measure the success of your stewardship plan more easily.

For example, your nonprofit may want to grow its recurring giving program. Here’s how your team could incorporate each element of the SMART goal framework into your objectives:The SMART goals framework, which can be useful for creating a donor stewardship plan, outlined in the text below.

  • Specific. Our fundraising team will reach out to first-time donors to introduce them to the recurring donor program and demonstrate how recurring gifts will maximize their impact.
  • Measurable. Our goal is to convert 20% of first-time donors into recurring donors.
  • Achievable. Considering 57% of donors are enrolled in a recurring giving program, and we had 10% of last year’s first-time donors become recurring donors, this is a challenging yet realistic goal.
  • Relevant. Growing our recurring donor program will allow us to develop a more consistent revenue stream for our nonprofit, empowering us to better serve our beneficiaries and fulfill our mission.
  • Time-Bound. Our goal is to convert these donors to recurring donors by the end of the year. We will start communicating with first-time donors next week and track monthly progress.

Other common goals may include increasing your donor retention rate, bolstering your major gift fundraising, or improving your post-event outreach. No matter what your goals are, setting clear objectives allows your team to stay on track and create progress benchmarks so you can make adjustments as needed.

2. Segment your donors.

While reaching out to each donor individually would be ideal for stewardship, it’s often unfeasible. When you segment your donors into relevant groups, you can personalize the donor stewardship process more efficiently.

Common ways to segment donors include grouping by:

  • Donation amount
  • Donation frequency
  • Donation recency
  • Engagement level
  • Communication preferences
  • Demographics

Then, you can reach out to each group with communications and engagement opportunities that they’ll resonate with. For example, you may create a special newsletter for monthly donors that lets them know about upcoming events and volunteer outings happening each month.

3. Develop an outreach cadence.

Using your segments, create an automated outreach cadence that keeps donors’ shared characteristics in mind. New donors should receive more in-depth information about your organization and mission that they may not have received in the initial cultivation process. Then, you can automate more specific communications to your segments to streamline your donor stewardship.

By integrating your email marketing software and your donor database, you can create personalized campaigns depending on donors’ interests and current stages in the stewardship process. For instance, during the cultivation stage, you may send prospects within a ten-mile radius of your organization’s headquarters information about in-person events and engagement opportunities in their community.

4. Offer additional engagement opportunities.

To maintain relationships with donors, you’ll need to offer engagement opportunities other than simply donating. While you may already have general fundraising events and volunteer opportunities planned, take the time to develop additional opportunities for donors to engage with your cause, such as:

  • Cause-related workshops and speaker sessions
  • Meetings with beneficiaries
  • Tours of your facility
  • Exclusive major donor events
  • Fundraising event planning committees

When you share activities with your donors that are unaccompanied by a donation ask, you prove to donors that you’re committed to providing them with a positive experience with your nonprofit. Through a variety of engagement opportunities, you can build a strong community of supporters and advocates for your cause.

5. Collect feedback.

You can (and should) measure progress using the key performance indicators (KPIs) and goals you identified early on in the stewardship process. However, qualitative data in the form of donor feedback can give you insight into what your donors enjoy about your stewardship efforts and what your team could improve.

Send regular surveys to your donors to gather feedback about your donor stewardship plan. The questions you may ask include:

  • How often would you like our nonprofit to communicate with you?
  • Is our current communication frequency too little, too much, or the right amount?
  • What engagement opportunities have you most enjoyed?
  • What additional engagement opportunities would you like to see offered?
  • Is there anything else our nonprofit can do to improve your experience with us?

Analyze donors’ responses with your team to glean any insights you can apply to your donor stewardship plan. For donors with multiple ideas or many points of feedback, consider calling them to hear more about their experience and gain an even more in-depth understanding of your stewardship efforts’ efficacy.

Wrapping Up

With a comprehensive donor stewardship plan, your nonprofit can build strong donor relationships, increase donor retention, and earn more for your cause. Whether you’re trying to grow your recurring donor program, acquire more major donors, or follow up with event attendees more effectively, a dedicated plan will assist you in reaching your goals and stewarding donors to higher levels of the donor pyramid.

To learn more about elements of the donor stewardship process, check out these resources:

Earn more for your cause and steward donors by promoting matching gifts.

The title of the post overlaid with images of volunteers.

Mandatory Volunteering: Unique Tips for Boosting Impact

Whether it’s a sorority, a food bank, or a socially responsible business, some organizations require their members to volunteer to build their skill sets and give back to their communities. Many nonprofits benefit from the temporary extra hands that mandatory volunteering provides, but there are many ways that you can convert these short-term volunteers into committed supporters, even after they’ve hit their hourly quota. 

In this guide, we’ll go over the basics of mandatory volunteering programs and how your nonprofit can leverage them. Specifically, we’ll cover:

Let’s explore how your nonprofit can help your mandatory volunteering program reach its full potential.

Click here to learn how Double the Donation can help you transform volunteer hours into dollars with volunteer grants.

Mandatory Volunteering FAQ

What is mandatory volunteering?

Mandatory volunteering is when an organization requires individuals to volunteer for a certain amount of time to receive benefits. Some examples of mandatory volunteering in practice include:

  • Educational institutions require students to volunteer as a graduation requirement.
  • Membership-based organizations require individuals to volunteer as a membership requirement.
  • Social service organizations require individuals to volunteer to receive social services, such as food banks where beneficiaries contribute volunteer hours for meals.
  • Judicial systems require individuals to volunteer in the form of community service as rehabilitation or restitution for minor offenses.
  • Businesses require their employees to volunteer as a team-building exercise.

Chances are, your nonprofit has an organization in your area that mandates volunteering. Volunteers for these organizations can make great additions to your program—we’ll explore the benefits in-depth in a later section.

How does mandatory volunteering work?

Before you add mandatory volunteering outreach into your nonprofit’s recruitment strategy, you should understand how it works. While each organization is different, most mandatory volunteering programs function like this:

  1. The organization providing volunteers defines the objectives, rules, and structure of its mandatory volunteering program to complement its overall goals. Program guidelines might include the number of required volunteer hours or the type of volunteering the participant must complete.
  2. Often, the organization providing volunteers reaches out to a nonprofit and establishes a partnership. While a partnership isn’t required, it ensures that the nonprofit has a steady stream of volunteers while guaranteeing placements for those who are required to volunteer.
  3. The nonprofit provides custom onboarding and training for mandated volunteers based on their skill set, experience, and motivation for volunteering.
  4. Once the volunteers have hit their required hours, the nonprofit thanks them for their work and gives them an exit survey to see how it can improve their program.

As you can see, mandatory volunteer programs benefit from open communication and mutual understanding between nonprofits and the organizations that mandate volunteering.

What are the benefits and drawbacks of mandatory volunteering for nonprofits?

Recruiting mandated volunteers isn’t the best solution for every nonprofit. Before deciding to add it to your outreach strategy, take these pros and cons into account:

The pros and cons of mandatory volunteering for nonprofits as mentioned below.

Pros:

  • Expanded volunteer base. Mandated volunteers can improve your recruitment efforts and fill out your work schedule.
  • Consistent availability. Mandated volunteers will make a greater effort to schedule and attend volunteer shifts so they can hit their hourly quota.
  • Enhanced donation potential. Showing the importance of your mission through mandatory volunteering can inspire them to donate to your cause.
  • Improved community engagement. Forming partnerships with volunteer providers can help you make connections with other organizations in your community.
  • Potential for a long-term commitment. By being exposed to your nonprofit and mission, mandated volunteers might genuinely appreciate your staff, beneficiaries, and other aspects of your nonprofit and become long-term supporters even after they’ve hit their hours. 

Cons:

  • Lack of connection to your cause. Since mandated volunteers come to your nonprofit to fulfill a requirement, they might not have a strong affiliation with your cause, which can lead to burnout.
  • Capacity challenges. Depending on the size of your mandated volunteer base, you might have to turn people away to avoid overwhelming your team or depleting your resources. 
  • Mismatch of skills and needs. Since your mandated volunteers might have specific hour requirements and limited choices in their placements, it’s possible that their skills won’t be a good match for your nonprofit’s needs.
  • Various reasons for participating. Some of your volunteers might feel more or less enthusiastic about volunteering with you depending on their reasons for being there, which can impact their productivity and your overall performance.
  • High turnover rate. Since many mandated volunteers are motivated by their hourly benchmark, they’re more likely to move on after they’re done working with your organization.

How can you gauge if recruiting mandated volunteers is right for your nonprofit?

Adding mandatory volunteering to your recruitment strategy can be a big decision. Use this decision tree to evaluate whether your nonprofit would benefit from recruiting mandated volunteers. Any “no” answers mean it might not be right for your nonprofit currently and any “yes” answers mean you should proceed to the next decision.

A decision tree to help nonprofits decide if recruiting mandated volunteers is right for them (nodes described below).

  • Do you have a consistent need for volunteers?
  • Can you accept the costs of training mandatory volunteers knowing that they may not stay engaged long-term?
  • Can you provide meaningful and varied volunteer opportunities?
  • Do you have the capacity to manage and train a large number of volunteers?
  • Are there businesses, educational institutions, or social services organizations nearby to partner with?
  • Can you ensure a positive experience for volunteers?
  • Can your nonprofit accept the increased liability of working with mandated volunteers, including those fulfilling volunteer hours as part of court-ordered community service?

Please note that this is only a baseline decision tree. Each nonprofit is unique, so you should incorporate your own needs, goals, and preferences into account and adjust accordingly. Also, work with your legal team to review any potential legal issues or risks.

How to Turn Mandatory Volunteers into Lifelong [or Long-Term] Supporters

Accepting mandated volunteers into your program provides new opportunities to convert casual audience members into passionate donors and volunteers. You can convert them, boost fundraising, and secure your long-term success with these tips.

1. Spread awareness of volunteer grants and other CSR programs.

Many companies that mandate or highly encourage volunteering also offer other corporate social responsibility (CSR) programs, like volunteer grants and matching gifts.  Mandated volunteers can amplify their positive impact by contributing volunteer grants to your nonprofit

Volunteer grants are a CSR program in which corporations promise monetary donations if an employee volunteers for a certain amount of hours with a nonprofit. Here’s how your nonprofit can promote and collect volunteer grants from mandated volunteers:

The steps for promoting and collecting volunteer grants, as explained below.

  1. An individual volunteers extensively at your nonprofit
  2. Your team identifies volunteer-grant-eligible participants with a CSR database like Double the Donation 
  3. Your nonprofit reaches out to them, promoting volunteer grants and providing instructions for researching their policy
  4. The volunteer researches their company policy
  5. If the volunteer has met the policy requirements, they submit volunteer grant forms
  6. The company reviews the volunteer grant application
  7. If the application is approved, the company donates funds to the nonprofit

Besides volunteer grants, you can also promote other CSR programs to boost support for your mission. For instance, you can spread awareness of matching gifts, a CSR program in which employees can get their charitable contributions matched by their employer if they meet the program’s criteria. Research the types of CSR programs that your mandatory volunteers might respond well to and spread the word at an upcoming shift.

2. Focus on making lasting connections.

While their reasons for supporting your nonprofit may differ, mandated volunteers should be treated the same as other volunteers, which means you should strive to forge a personal relationship with them. Furthermore, mandated volunteers who feel welcomed and valued are more likely to continue working with your nonprofit. Here are some ways you can make mandated volunteers feel like part of the team:

  • Get to know them personally. Simply learning all of your new volunteers’ names when they show up for their first shift demonstrates that you put effort into getting to know them as people. You can take it a step further by asking about your volunteers’ hobbies, experiences, and other personal information on their intake form.
  • Offer social activities. Facilitate a welcoming community by allowing your volunteers to get to know each other outside of their shifts. For instance, you could organize a dinner at the end of a shift so mandated volunteers can make connections while bonding over great food.
  • Invite them to fundraisers and other events. Introduce volunteers to new aspects of your organization by inviting them to fundraisers and other events. This can help them feel more connected to their work and gives you the chance to strike up a conversation with them.
  • Provide progress updates. Show your volunteers the real impact of their work by updating them on your nonprofit’s progress. For example, you could let food bank volunteers know that a week’s worth of work yields an additional three hundred meals.

Genuinely showing that you care about your mandated volunteers as people is the most important component of motivating them to stick around after they’ve hit their quota. Take every opportunity to talk to them, compliment them on a job well done, and integrate them into your volunteer community.

3. Show your appreciation.

Your nonprofit relies on the help of your volunteers to execute your programs and give back to your beneficiaries at a high caliber. Showing your appreciation for their efforts isn’t just a nice thing to do—it also improves volunteer satisfaction and retention. Try these strategies for showing your gratitude to mandated volunteers:

  • Create custom awards. Whether they’re performance-based or superlative, invite your volunteers to an awards ceremony where you recognize them for their accomplishments. Just make sure you get permission from each attendee to be recognized publicly.
  • Take extra steps to improve your program. Go above and beyond to make your program stellar so mandated volunteers will want to stay. Ask them for feedback once they’ve completed a few shifts with your nonprofit and keep them updated on which items you plan to implement. For instance, you might start offering snacks for shifts that occur around a meal or adjusting your shift times so more people can attend.
  • Offer volunteer development days. Skill development is a valuable perk that you can provide to show your thanks for their hard work and help them advance to a higher role within your program. For example, a food bank might offer training in floor management and more hours to high-performing individuals, giving them skills that they can add to their resumes.
  • Send personalized thank-you messages. No matter how long they work with your nonprofit, you should thank each volunteer for their time. A handwritten note adds a unique personal touch that can feel more authentic than an email, so try to send those when you can. If you can only send emails, make sure each one is addressed to the recipient by name and mentions the specific project they worked on.
  • Involve beneficiaries. Getting a thank-you message from a beneficiary can be an unexpected, yet welcome surprise for your mandated volunteers. Ask beneficiaries if they’d like to be part of a thank-you email or video. Your volunteers will feel more emotionally connected to your nonprofit when you match a face to the cause.

Thanking volunteers is a simple gesture that makes their work feel valued by your team and beneficiaries. Also, remember that not everything has to be a planned gesture—simply thanking volunteers verbally at the end of a shift can go a long way.

Wrapping Up + Additional Resources

Now that you know the details of mandatory volunteering, it’s time for your nonprofit to decide if adding it to your volunteer offerings is worthwhile. Once you’ve reviewed the pros and cons and conducted a needs assessment, evaluate your current community connections to gauge if you could easily forge any partnerships.

If you decide to integrate mandatory volunteers into your nonprofit’s ecosystem, personalize your stewardship approach and focus on providing a rewarding experience.

Looking for more information about how to incorporate corporate volunteerism into your nonprofit’s volunteer strategy? Start with these additional resources:

Launch your volunteer program’s value with matching gifts and volunteer grants. Watch your contributions skyrocket with Double the Donation. Click here to get a demo today.

This article explores real world examples of companies' CSR programs.

Companies Committing Social Good: Real-World CSR Examples

Trends in corporate philanthropy show that corporate social responsibility (CSR) programs are on the rise among companies of all sizes. While large corporations have more resources to set aside for CSR, small and medium-sized businesses can also make meaningful impacts in their communities.

The first step for creating a winning CSR strategy is to know what’s possible for your business. That’s why business leaders who are serious about CSR should examine what other companies have accomplished through their social good programs.

To help your research, we’ll look at top companies with thriving CSR programs and provide insight into how you can incorporate their strategies into your initiatives. While many of these are large companies, even small businesses can adapt their practices to fit their resources and capabilities.

But first, let’s explore why companies offer CSR programs and the sheer variety of ways you can approach CSR at your business.

Explore the technology you need to start a CSR program. Discover matching gift auto-submission.

Why do companies participate in corporate social responsibility?

CSR benefits society. Through these programs, nonprofits receive donations, the environment gets cleaned up, and employees have safe and healthy working conditions. These are all obvious reasons why CSR is a positive force, but what do the companies paying for these initiatives get in return?

It turns out businesses committed to CSR can more than make up their investment. They can expect benefits like:

Four ways CSR impacts businesses are listed, written out below.

  • New marketing opportunities. Some CSR programs involve partnering with third-party organizations, usually nonprofits. To say thanks, these charitable organizations promote their business partners to their supporters, opening up new marketing channels and providing a foot in the door with new customers.
  • Easier recruitment. Along with holding on to the employees you have, CSR also helps businesses find and recruit top talent. For instance, if your company is committed to worker safety, health, and well-being, word-of-mouth about your positive work environment will likely spread, resulting in more qualified applicants.
  • Boosted reputation. Just as employees want to work for employers committed to social good, customers want to shop at ethical businesses. For example, let’s say you have the choice of buying two products of equal quality. One brand has a spotty history with CSR, while the other pledges to donate a portion of proceeds to good causes. In this situation, most buyers would select the business with a positive reputation.
  • Improved employee engagement. Employees tend to work harder, care more about the quality of their work, and stick with their employer longer when they feel like they are working for a good cause. By doing good in your community and implementing socially responsible internal practices, you’ll help employees feel more engaged, increasing productivity and loyalty.

The benefits your business gains depend on the types of CSR programs you offer. For example, will you focus on internal practices to engage employees, explore external philanthropy to connect with your community, or try a mix of both approaches?

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What are the types of corporate social responsibility?

CSR is ultimately an umbrella term that consists of all the activities a company does to further social good. This includes both philanthropic donations and internal company conduct.

An umbrella labeled "Corporate Social Responsibility" has both internal actions, activities businesses conduct internally to be better corporate citizens, and corporate philanthropy, donations to external organizations, under it.

To give you a sense of the sheer variety of CSR programs, here’s a brief list of some of the most common types of CSR:

  • Employee giving. Workplace giving programs involve facilitating donations to nonprofits by encouraging your employees to donate. To encourage employee donations that align with their missions, many businesses provide recommendations for nonprofits to support. Corporations can also boost employee donations by offering to match their gifts, usually at a dollar-per-dollar rate. Although, some businesses match at a 2:1 or even 3:1 ratio.
  • Sustainability. Sustainable companies are positive for the environment and signal to investors that their businesses plan to operate for decades to come. CSR programs focused on sustainability usually involve reducing their carbon footprint, eliminating waste in the production process, taking accountability for any environmental clean-up needs, and using renewable energy sources.
  • Volunteerism. Rather than asking employees to donate their paychecks, businesses can enable them to donate their time. Volunteerism programs include team volunteer days wherein the business organizes a volunteer activity in partnership with a nonprofit, volunteer time off where employees can take paid time off to volunteer, and volunteer grants, where businesses donate to nonprofits based on how many hours their employees volunteer.
  • Adherence to workers’ rights. Treat workers with respect by providing fair wages, creating an equitable and diverse workplace, promoting employee health and wellbeing, and using supply chains that follow ethical labor practices.
  • Sponsorships. As mentioned, philanthropic donations fall under the umbrella of CSR. Sponsorship agreements typically involve monetary donations but may also include gifts of supplies or specialized services and promoting nonprofit causes.
  • Grantmaking. Some businesses, usually large corporations, establish grantmaking foundations as part of their CSR efforts. These organizations have a specific focus area for which they provide grants, such as advocacy, environmentalism, or economic equality.

Whether you plan to launch several or just one CSR initiative, software can help you organize and monitor your program. While CSR software providers have various focus areas, most solutions allow businesses to track employee donations, manage grants, facilitate nonprofit relationships, and oversee matching gift requests.

Examples of Corporate Social Responsibility

1. TOMs

Shoe retailer TOMs has made CSR a part of its brand to the point of becoming a Certified B Corporation, meaning the company meets high standards for social impact, environmental protection, and accountability. Not only has TOMs achieved this honor, but the organization has boosted its initial score of 96.3 in 2018 to 121.5 in 2021, all while the median score for businesses hovers at just 50.9.

TOMs takes a multi-pronged approach to CSR, dividing its efforts into three categories:

  • Purpose. TOMs aims to create a more equitable world by supporting grassroots nonprofits. As such, TOMs donates a third of its profits to nonprofit organizations dedicated to boosting mental health, increasing access to opportunities, and ending gun violence.
  • Planet. TOMs seeks to improve its environmental friendliness in multiple ways, specifically by using sustainable and recycled materials. Currently, 80% of TOMs’ packaging is made from recycled materials, and the company aims to use 100% sustainably grown cotton by 2025.
  • People. In addition to giving to nonprofits, TOMs aims to improve internally by positioning their organization as anti-racist, launching volunteer initiatives on GivingTuesday, and working with suppliers that share its values.

TOMs is proud of the impact it has made so far and only aims to improve its CSR programs in the future.

CSR Takeaway

There’s no need to choose just one type of CSR program for your business. Taking a multifaceted approach to CSR like TOMs allows your business to engage employees, build a positive reputation with customers, and connect with like-minded organizations.

Conduct an internal assessment and determine what improvements you can make immediately and what may take a few years for your company to accomplish. For instance, you may be able to set up a long-term partnership with a nonprofit organization within a few months but need several years to reduce your carbon footprint.

2. Checkr

Checkr, a leader in the background screening industry, exemplifies corporate social responsibility through its commitment to creating fairer employment opportunities and enhancing impact with generous giving. Recognized for its innovative approach and dedication to social good, Checkr has integrated CSR into its core values, earning accolades and driving significant positive change.

This company’s CSR initiatives are designed to promote social justice, environmental sustainability, and community engagement. Its matching gift program in particular stands out for the simplicity with which its staff can get involved through an auto-submission partnership with Double the Donation!

CSR Takeaway

Checkr is a CLMA-designated matching gift company, which means the company is a Certified Leader in Matching Automation. In other words, Checkr prioritizes accessibility and a streamlined submission process in its programming, making it easy for employees to engage.

Checkr’s comprehensive CSR strategy demonstrates that a business can drive meaningful change by addressing social, environmental, and community needs in a way that rallies the whole company.

3. PayPal

PayPal’s payment processing services need little introduction, but many may be less familiar with how they use this technology to help charities earn more donations through the PayPal Giving Fund.

Essentially, the PayPal Giving Fund supports charitable organizations through this four-step process:

  1. Charities create a registered account with PayPal. Registered charities will receive PayPal’s low processing fee rates and access to donation opportunities on PayPal and its partner organizations, including GoFundMe, eBay, and Humble Bumble.
  2. Supporters donate through PayPal, eBay, or another PayPal partner. Many PayPal partners will even cover processing fees for charities, making donations to nonprofits go even further.
  3. PayPal receives the donation and provides the donor with a receipt. PayPal will use this information to provide participating charities with monthly donation reports.
  4. The funds are added to the charity’s PayPal account. In addition to individual donors’ gifts, charities can receive grants and major gifts through PayPal.

Along with ensuring donations are securely processed, PayPal’s extensive partner network helps nonprofits receive funds from various sources.

CSR Takeaway

This CSR program takes advantage of the technology PayPal already has to help nonprofit organizations. Assess your business’s products and services and whether they would benefit charitable organizations in your community. If so, you can provide your offerings at a reduced cost or even for free to nonprofits for a philanthropic CSR program.

4. FP Markets

FP Markets is a financial trading service that allows customers to trade Forex, CFDs, Indices, Shares, Commodities, Metals, and Bonds. FP Markets is also committed to CSR, stating that its mission is to: “Actively contribute to the well-being of communities and the environment. Through sustainable practices, philanthropic initiatives, and ethical decision-making, we aim to make a positive impact on society, fostering a better future for all. Our projects across multiple sectors reflect this goal, promoting change and fostering a healthier, more equitable world.”

Currently, FP Markets has two unique CSR programs worth highlighting:

  • Men’s Health. FP Markets focuses on promoting advocacy for overlooked health issues that affect men, including prostate cancer, testicular cancer, and mental health conditions.
  • Cricket Brazil Youth Development Programme. In this example of philanthropic CSR, FP Markets partnered with a Brazilian youth cricket organization to support young athletes and create a positive difference in their communities.

As these two causes show, FP Markets is interested in making a difference globally and partnering with a variety of charitable causes, no matter where they’re located.

CSR Takeaway

Your business doesn’t need to build an entirely new program to serve your community. Rather, try partnering with nonprofits in your area and support them through sponsorships and marketing assistance. These organizations already have the research, resources, and infrastructure to fulfill their charitable missions that align with your CSR goals.

5. Toast

Toast.org is the foundation founded by Toast, a point-of-sale software vendor for restaurants. Just as its products revolve around the food industry, Toast’s CSR program also revolves around food. Through its foundation, Toast aims to address hunger and provide access to healthy food.

Toast also encourages its employees and customers to participate in this mission. To motivate employees, Toast offers a matching gift program, which saw a 48% participation rate in 2022. Additionally, through its software, Toast provides restaurants with features to track and reduce food waste.

CSR Takeaway

When selecting your CSR mission, consider what focus areas make sense for your business. Determine what you have the resources to accomplish, what challenges your business and community face, and how your mission impacts your brand.

Many companies have CSR missions unrelated to their businesses. However, a mission that aligns with your products or services can make your brand memorable and allow you to better connect with new audiences that discover your business through your CSR program.

6. Amalgamated Bank

Amalgamated Bank brands itself as “America’s most socially responsible bank,” meaning CSR is a core part of its strategies. It focuses on a wide range of issues, including:

  • Climate Justice
  • Immigrant Rights
  • LGBTQ+ Rights
  • Anti-Violence & Gun Safety
  • Criminal Justice
  • Workers’ Rights
  • Reproductive Rights
  • Voting Rights
  • Racial Justice
  • Economic Justice

For each of these issues, Amalgamated Bank takes a proactive stance. Its CSR efforts range from offering pro-bono services to nonprofit organizations to not doing business with parties they feel are harmful, such as fossil fuel companies.

CSR Takeaway

Your business can conduct CSR in many ways. If there’s a focus area you care about but don’t have the resources to launch an entire program for, consider how else you can support it. For instance, if you’ve already used up your philanthropic budget by donating to economic equality groups, you might organize a corporate volunteer day with an environmental organization to plant trees.

Additionally, CSR benefits companies by associating their businesses’ names with good causes. There’s no need to be modest about your organization’s work to assist nonprofits, create a positive work environment for employees, and be a better corporate citizen. When you promote your CSR efforts, you’ll attract customers and employees who share your values, creating a positive and productive environment.

7. Ben & Jerry’s

Since its founding, Ben & Jerry’s has had two goals: provide quality ice cream and make the world a better place through activism. 

Over the years, Ben & Jerry’s has expanded its activism into several focus areas, including ones both related and unrelated to its products. Currently, Ben & Jerry’s CSR programs center on these issues:

  • Racial justice 
  • Fairtrade
  • Rights and dignity of refugees 
  • Campaign finance reform
  • LGBTQ+ rights
  • Climate change

For examples of Ben & Jerry’s programs in action, it became the first ice cream maker to use Fairtrade Certified ingredients in 2005, and since 2014, all ingredients in Ben & Jerry’s products are Fairtrade Certified. 

Or, in regards to climate impact, Ben & Jerry’s set climate goals approved by the Science Based Targets Initiative to reduce its greenhouse gas emissions. These include using 100% renewable energy and 40% greenhouse gas intensity reduction both by 2025.

CSR Takeaway

Ben and Jerry’s has evolved its CSR programs over time based on new urgent issues and its ability to meet goals. For instance, after the company achieved its Fairtrade-related goals, it continued the program and expanded its efforts to support Fairtrade Certified suppliers.

For your business, use this as inspiration to continue adjusting and expanding your goals. If you hit a target, consider how to push your company to do more.

8. Bombas

Specializing in socks, Bombas is a clothing company that gets its customers involved in its CSR initiatives. Workplace giving programs are popular because they allow employees to take an active role in making a difference, and the same principle applies to shop for a cause programs like the one Bombas offers.

Essentially, whenever a customer buys a t-shirt, pair of socks, or underwear—the three most requested items at homeless shelters—Bombas will donate the same item to one of their nonprofit partners, who then distribute the clothing to those in need.

CSR Takeaway

Determine how much you want your customers and employees to get involved in your CSR program. Some initiatives, like establishing a charitable foundation, are usually influenced very little by customers or employees, allowing the companies that operate them to act more independently.

However, programs that engage stakeholders are far more public and help businesses make CSR a part of their brand identities. Plus, initiatives like shop for a cause programs can lead to positive business outcomes. After all, if a buyer knows each item they purchase results in a donation, they’re likely to buy more than they normally would.

9. Chipotle Mexican Grill

Chipotle, renowned for its commitment to fresh, responsibly sourced ingredients, exemplifies corporate social responsibility through its dedication to sustainability, ethical sourcing, and community support. Recognized for its forward-thinking approach and substantial impact, Chipotle has seamlessly woven CSR into its brand identity, garnering praise and driving considerable positive change.

Chipotle’s CSR efforts focus on promoting environmental sustainability, ethical farming practices, and community involvement. Notable among its initiatives is the Chipotle Cultivate Foundation, which supports sustainable agriculture, family farming, and education programs. Additionally, the company’s Harvest Program, which donates unused food to local communities, stands out as a testament to its commitment to reducing waste and supporting those in need.

CSR Takeaway

Chipotle’s comprehensive CSR strategy showcases the power of integrating employee-led philanthropy into a business model, and this is only reiterated by its status as a CLMA-designated (or Certified Leader in Matching Automation) employer. By prioritizing its matching gift program and enabling auto-submission for employees, Chipotle not only enhances its brand reputation but also sets a high standard for corporate responsibility and employee engagement in the food industry.

10. Land O’ Lakes

Founded in 1921, Land O’ Lakes is a farmer co-op that produces a wide range of agricultural goods, from dairy products to animal feed. As part of their co-op model, Land O’ Lakes is deeply committed to community and empowering farmers, stating: “We believe success shouldn’t only be measured in financials and figures, but also in stories told and lives changed. That’s why we’re using our voice to elevate the ongoing work our farmers, members and employees are doing in their communities and beyond.”

Along with an investment in sustainability, Land O’ Lakes is most notable for its recent work with the inventory management platform Spoiler Alert to increase timely food donations. Food companies that produce products with limited shelf lives, like Land O’ Lakes’ dairy products, often want to donate excess products but have challenges doing so in a timely manner.

By partnering with Spoiler Alert, Land O’ Lakes alleviated this problem, and in 2023, the company donated 3.6 million pounds of food, far surpassing its initial goal of donating 3 million pounds cumulative by 2030. With this new technology, Land O’ Lakes has updated its donation goal to 15 million pounds of donated food by 2030.

CSR Takeaway

Technology can dramatically improve your company’s ability to enact its CSR programs. From efficiency leading to increased productivity to organizational capabilities improving tracking, the right software can streamline your efforts.

11. PNC

PNC provides retail banking, asset management, and corporate banking services to customers across the United States. With over 1 million customers, PNC serves a wide range of communities and has CSR programs dedicated to meeting the unique needs of every location.

Specifically, PNC offers two major CSR programs dedicated to improving local communities:

  • The PNC Community Benefits Plan is a pledge to provide $88 in financial support over a five-year period to moderate and low-income communities. PNC has provided loans to small businesses, mortgage financing, community investments, and charitable donations.
  • PNC hosts multiple employee volunteerism programs, including skills-based and pro bono work programs that allow PNC legal professionals to lend their services to nonprofits in their local communities.

CSR Takeaway

If your business has multiple locations, consider CSR programs that allow you to address local needs. For example, employee volunteer programs enable employees to give back to their unique communities. This type of initiative allows you to adapt to a variety of situations and needs rather than creating one program with blanket policies.

Corporate Social Responsibility Examples: More Resources

There are as many ways to approach CSR as there are businesses operating. The examples in this guide are a strong place to start to inspire your own CSR efforts to positively impact your community, all while boosting relationships with customers and employees.

Of course, to create the transformative programs listed here, these companies started with a strong foundational knowledge of CSR best practices. Continue to expand your business’s expertise with resources like these:

Ready to boost employee donations with auto-submission? Discover if your CSR software has auto-submission functionality! Get in touch.

Registering Your Org with CSR Platforms + Key Steps For Each

Registering Your Org with CSR Platforms + Key Steps For Each

CSR (or corporate social responsibility) platforms are the software companies use to manage their end of the matching gift process. When an employee wants to request a match from their employer, they are often directed to an online portal from a corporate giving platform, where they are encouraged to provide information about their charitable gift and request a corporate match.

The giving platform screens employee donations to ensure gifts meet the company’s specified matching criteria then approves the donation match and disburses the funds to the receiving organization.

Some of the largest CSR software providers include Benevity, YourCause, and CyberGrants, and these three manage a portion of the top matching gift companies. However, many other effective platforms exist as well, often working with small and medium-sized businesses⁠—and you don’t want to neglect those providers, either. For this, consider names such as Millie, POINT, Selflessly, Givinga, America’s Charities, and Bright Funds.

Well-Known and CLMA-Certified CSR Vendors

In order to maximize matching gift revenue, each nonprofit should register its organization with as many CSR software platforms as possible.

And we’re here to help! In this resource, we’ll cover:

Ready to learn more about setting your organization up for continued corporate giving success? Let’s dive in with the key reasons why this is a priority.

3 Reasons to Register Your Nonprofit with CSR Platforms

There is a multitude of benefits as to why this is a corporate fundraising best practice, and our team dives into three of the most significant reasons in this guide. These include:

1. Increased Visibility as a Verified Cause

Picture this: a company just announced its new corporate giving initiatives, including matching gift and volunteer grant programs. One employee within the company is so excited to participate and make a positive difference on a worthwhile cause but doesn’t have a specific charity in mind.

The employee decides to leverage the provided CSR portal their company is partnering with to locate an organization to support. They conduct a quick search of the associated nonprofits, filtering by a favorite type of mission or location. For example, let’s say they search for the terms “animal shelter” and “Atlanta.” And your pet rescue shows up! The employee is drawn to your organization, decides to make a matchable donation to the rescue, and even reaches out to explore available volunteer roles.

If you hadn’t previously registered with the platform the employee’s company utilizes, your cause likely would not have shown up during the prospective donor’s search. And you might have missed out on powerful opportunities to reach new donors and volunteers!

But because you had previously taken a few minutes to register your organization with the corporate giving management company, you were able to increase visibility for your cause. And since you had already gone through the verification process, individuals being exposed to your nonprofit can trust in the legitimacy of your organization.

2. Higher Likelihood of Matching Gift Eligibility

When your donors participate in their employers’ matching gift programs, they’ll need to follow instructions provided by the employing company on how to submit their matching gift request. This often means completing and processing the request through a dedicated matching gift software portal. And while each company chooses its own criteria regarding matching gift-eligible nonprofits, some dictate that in order to be eligible for a match, the organization must be registered with their CSR management platform of choice.

In other words, when your nonprofit is registered with a CSR software platform, you’ll be eligible to receive matches from more companies. As a result, a higher percentage of your donors’ generous contributions will qualify to receive a matching donation on your behalf.

More companies equal more eligible donors equal more matching gift revenue overall.

And when your organization registers with as many giving management platforms as possible, your likely match-eligibility will only continue to grow!

3. Simplified Donor Request Processes

According to matching gift research, only 1.31% of donations are matched at an average nonprofit organization⁠—despite more than 26 million individuals working for companies with matching gift programs. Two of the biggest obstacles to participation include a lack of awareness of these programs, along with the assumption of a complicated match request process.

Donors love participating in matching gift programs, but not even the most dedicated supporters are likely to jump through a thousand hoops to secure a match on your behalf. The more steps involved and the longer it takes to complete the process, the higher the chance is that donors will abandon their potential match altogether.

For this reason and more, it’s always a good idea to simplify and streamline the matching gift process for your donors whenever possible. And preregistering your organization with the CSR platforms used to manage their employers’ giving programs is one of the best ways to do so.

This way, donors can simply search your organization in the platform’s nonprofit database and provide information about the donation they made. On the other hand, if they don’t find your cause in the organization lookup tool, the submission process can be significantly delayed, and some donors might not come back to complete their request.

Even once the donor submitted the match request, not being registered with the CSR platform can cause additional delays in the match disbursement process⁠, meaning it will be even longer before you receive your funding.

The simple solution? Register your organization with these CSR software platforms now!

P.S. If you’re looking to register your organization with the most intuitive and innovative platforms, specifically those that prioritize a seamless user experience, we recommend getting started with CLMA-certified tools. Select CSR vendors like Givinga, Millie, POINT, and Selflessly have been awarded for their devotion to seamless giving and matching, ensuring organizations’ corporate engagement efforts are effective and impactful.

CSR Platform Registration: Our Checklist of Key Steps To Get Started

By now, you should understand the critical importance of registering your organization with the top CSR platforms. But the next big question concerns how you do so⁠—and how you can ensure you make the most of each platform you use.

We recommend following each of these essential steps to create and optimize your registration with top CSR portals:

1. Locate the application for each CSR platform.

Most CSR software providers aim to make this step as simple as possible for the nonprofits looking to verify their causes. For example, a quick online search for “registering a nonprofit with [CSR vendor name⁠—e.g., Benevity, YourCause, CyberGrants, etc.]” should pull up relevant web pages pertaining to the platform in question.

Here's an example of a Google search for nonprofit CSR platform registration.

You can also locate the links to common nonprofit portal registrations below:

Depending on the company, this will likely include an online application, step-by-step instructions, or a combination of both. If you have a hard time locating the process for a particular platform, click around their website or consider reaching out to the team to find out more.

2. Provide requested information about your nonprofit.

To register for any platform, you’ll need to provide details about your organization and its status as a 501(c)(3) nonprofit⁠. This may include your address, EIN, and/or copy of your Tax-Exempt Status Letter from the IRS.

Next, the CSR software company will review the included information to verify its accuracy. Upon approval, the company will provide your team with access to an online portal from which you will manage your nonprofit account.

3. Have a strategy for username and password management.

More than likely, you’ll have multiple team members managing accounts on multiple CSR platforms. Make sure you have a plan in place to grant easy access to anyone who should be utilizing the platforms on your behalf without compromising the security of your account.

For many organizations, this involves leveraging a secure password management and sharing system with intuitive access controls. Or, you may provision individual login access to individuals within the CSR platform itself. In this case, your organization will have a single account with multiple users (although not all providers have this functionality).

Alternatively, you might choose to establish a universal set of login credentials that you use across each portal you register for. Going this route can help avoid too many “forgot my username” and “reset my password” attempts. However, the practice also introduces a number of security risks that you might rather avoid, such as former employees retaining access to your nonprofit’s portal.

4. Establish a dedicated point of contact for matching gifts + volunteer grant management.

Matching gifts and volunteer grants are two nonprofit funding sources that are most likely to slip through the cracks. At smaller nonprofits, it can seem as if no one has the time or resources to devote to workplace giving opportunities, and at larger organizations, it often falls into a game of “I thought so-and-so was going to do that,” when so-and-so thought it was someone else’s responsibility altogether.

In order to avoid the resulting pitfalls, we recommend selecting a dedicated POC to be in charge of all things matching gifts and volunteer grants⁠—including manually verifying donations and volunteer hours, managing the organization’s corporate giving portals (and understanding the nuances between platforms, as seen below), and more. And if your nonprofit is particularly large, you may even benefit from having a separate person responsible for volunteer grants than your same matching gift contact.

It’s critically important that your matching gift coordinator or team is thoroughly trained in all things matching gifts. But it’s a good idea to provide an overview of the basics for all team members, including paid staff and volunteers alike.

Portal-Specific Tips and Checklist Items for Top CSR Platforms

Each CSR platform is designed differently, which means each solution offers its own unique set of pain points for nonprofits looking to utilize the portal to manage their corporate fundraising.

Here, we’ve compiled a list of tips and best practices for nonprofit team members looking to get set up with each of the top three corporate giving vendors and overcome common roadblocks.

CyberGrants Portal Management TipsHere's an overview of CyberGrants' nonprofit CSR platform registration process.

  • Register your organization with CyberGrants’ Project Front Door (PFD).
  • Designate a universal notification email for ALL correspondences (this should be something like matchinggifts@xyz.org rather than a personal email address).
  • Utilize Gift IDs and Access Codes when trying to locate an account.
  • Leverage the “Donation” tab in Project Front Door for a streamlined verification process.
  • Be prepared to manually verify donations with CyberGrants for matching gift requests in order for match funding to be approved.
  • Use the “Need Support?” link at the bottom of every company page for a more timely response.

Interested in even more CyberGrants management tips? Check out our more in-depth guide to the topic here.

YourCause Portal Management TipsHere's an overview of the YourCause nonprofit CSR platform registration process.

  • Register your organization with YourCause’s NPOconnect.
  • When checking for notifications, ensure you are under the Head Quarters account rather than a chapter or affiliate account.
  • Utilize the “MY WORKSPACE” tab, as all match requests and notifications will populate here.
  • Employ the “GIVING” and “ALL TRANSACTIONS” tabs to locate any gifts, grants, or donations.

Benevity Portal Management TipsHere's an overview of the Benevity nonprofit CSR platform registration process.

  • Register your organization with the Benevity Causes Portal.
  • Utilize monthly reports to track your donations and matches effectively.
  • Download the monthly report as a Google Sheet or Excel file for increased accessibility.
  • Designate a single staff member to log in and add or edit your organization’s available volunteer opportunities.
  • Create an email template that the staff member can use to request the required information about the volunteer opportunity.

Millie Portal Management TipsLearn more about registering your organization with Millie's CSR platform.

  • Claim your organization with Millie using their online nonprofit application.
  • Using the live profile builder, personalize your nonprofit’s page with images, videos, and testimonials.
  • Navigate to your “Dashboard” from the drop-down menu to see a breakdown of your donors.
  • Visit the Millie Knowledge Base for support needs.

POINT Portal Management TipsLearn more about registering your organization with POINT's CSR platform.

  • Create your free account for POINT’s online nonprofit portal.
  • Create your own “admin” account first, then add your organization account.
  • Don’t forget your EIN (or tax-exempt number. Hint: You can find this on the IRS website here).
  • Choose a few causes your organization supports and add a few sentences about your mission.
  • Use automatically generated reports on POINT to tell a story about your organization to potential donors and supporters.

Registering with CSR platforms is one of the best ways to ensure your organization receives as many matching gifts as possible while simultaneously streamlining the processes involved for your donors and your fundraising team. And this shouldn’t be an overly complicated task, either⁠—so we suggest getting on it as soon as possible.

Interested in learning more about how to maximize your nonprofit’s matching gifts and corporate giving? Check out these other educational resources:

Nonprofit CSR platform registration can help drive matching gifts, as can Double the Donation.

The title of the article: Membership Applications: 5 Strategies to Boost Enrollment

Membership Applications: 5 Strategies to Boost Enrollment

Your association needs new members to grow, meaning your membership application form is a critical tool to promote this expansion. To ensure your association brings in as many members as possible, you need a membership application form that gets your community excited about joining.

Not sure where to start? We’ve got you covered with some top changes you can make to your application form to boost membership enrollment.

Ready to revamp your form? Pull up your association’s member application as you follow along to improve it in real time.

Looking for a new platform to manage your association's members? Explore Tradewing.

1. Ensure your membership application is easy to access.

The first hurdle your potential members have to cross is locating your application form. Ensure new members can do this quickly and independently by making your form as accessible as possible.

Ensure prospective members can locate your application form on your website by:

  • Featuring it in your navigation: Your navigation is one of the first places new visitors to your website will look to explore your association’s offerings. Add a call-to-action button linking to your membership application form so it’s clearly visible in this location.
  • Using bold colors: Strategically use your brand colors to make your membership sign-up button stand out. For example, if your organization uses dark blue, purple, and white as brand colors, you might have white text on a dark blue or purple button. This contrast will draw users’ eyes to your membership button, driving traffic to your application form.
  • Providing clear directions: On your membership program page, provide clear directions about how to actually apply. This page should also include a link to your membership application so interested individuals can start the signup process right away.

Nonprofits with membership programs can follow these same strategies. While you may have other pressing actions to promote to supporters, like donating, consider how you can also make calls to action for your membership program. For example, you might include both a membership and donate option in your website’s navigation menu.

Make your membership application easy to find on your website.

If your association sells products and services to non-members, your online checkout is another prime place to promote your membership. For example, if a non-member purchases access to a credentials course, you might offer a promotion for joining your membership program or a pop-up that reminds them that members get a discount on the products and services they’re purchasing.

Additionally, ensure your forms follow Web Content Accessibility Guidelines (WCAG) standards, such as:

  • Making your form navigable by keyboard
  • Ensuring sufficient color contrast between text and backgrounds
  • Using text indicators rather than solely color to mark required fields
  • Ensuring font size can be increased

Test if your forms are WCAG-compliant by using accessibility tools to view your form in grayscale and practice navigating it with just your keyboard. Remember, while for-profit organizations should create accessible websites to expand their user base, organizations that receive federal funding (like many nonprofits) are required to by law.

Takeaway: Make sure your supporters can find your membership application without having to search for it.

2. Implement intuitive formatting on your membership form.

Once users land on your form, your next challenge is keeping them there.

The easier you make your form to complete, the fewer potential members will abandon it, and the more users you’ll convert.

Keep your application form short and to the point to encourage users to complete all questions. There will be opportunities to ask members to provide more information later, such as when they fill out their community profile for networking purposes.

Some basics to ask for include:

Make your membership application as easy as possible to fill out and process later.

  • Contact information, like the applicant’s name, email, phone number, and mailing address
  • Membership level to designate which membership tier they are applying for
  • Payment method, such as credit or debit card, ApplePay, PayPal, ACH transfer, or any other method your association management software accepts

Some trade and professional associations may also ask for employer information at this time to ensure interested individuals are members of their industry and weed out spam bots. However, others may find that it is not necessary to request this information at this time.

Additionally, make your online forms easy to fill out by leveraging application form-building tools like:

  • Conditional logic. Skip pages or populate information based on answers to previous questions.
  • Auto-population. Fill in information automatically from another profile or the supporter’s browser.
  • Long time-out. If your supporters leave the form without completing it, make sure they can pick back up later where they left off.

The trick is to collect the information you need without asking too much of your members.

Takeaway: Your membership application should be fast and easy to fill out.

3. Optimize your membership application form’s design.

Now that you know which fields you need to include on your membership form, it’s time to get into the design.

When creating the form itself, be sure to:

  • Brand your application. Include your association’s logo at the top of your membership application. Then, use your brand colors and imagery throughout your form to guide applicants through the submission process.
  • Emphasize membership benefits. Entice members to cross the finish line and complete their application forms by reminding them what benefits they’ll receive if they do. For example, in the section of your application that lists membership tiers, write out what each tier has access to.
  • Keep your form short. As part of limiting unnecessary information fields, your application form should be no more than one page in length on a desktop.
  • List contact information. Some prospective members may have questions about your application, like if certain information fields are required or if they can submit payment through an unlisted method. Ensure your association’s help email address is visible on the form so members can forward their questions to your staff.

Also, optimize your form for mobile so users can complete your form no matter what device they use.

Use AMS software with mobile-responsive forms that increase the size of fonts, buttons, and input fields to make them easier to read and press with a finger. You should also use multiple-choice drop-down menus in place of open fields when possible.

Splitting your application into multiple short pages instead of one long page, like in the example below, helps keep mobile users moving through the application process:

Design your membership application to optimize it for online and mobile applicants.

If you need help with this type of coding, reach out to a nonprofit IT consultant. It’s worth taking more time now to boost your membership program later!

Takeaway: Design your application with online and, especially, mobile views in mind.

4. Include strategic upsell opportunities.

Your membership application is a great opportunity to promote your association’s offerings. Ensure it emphasizes the benefits of higher membership tiers and encourages prospective members to apply for a high tier.

A few ways you can do this include:

  • List benefits. For each membership level, provide a brief overview of what benefits it provides.
  • Offer limited discounts. If your association offers any discounts or promotions to encourage higher membership tiers, be sure to include them on your application form. For example, new members might get the first month of higher membership tiers for free or at a discounted rate.
  • Add a check-out screen pop-up. When new members submit their applications, they’ve committed to joining your association. With this commitment fresh in their minds, give them one last opportunity to upgrade to a higher membership tier with a pop-up message on your confirmation screen sharing how easy it is to upgrade their membership.

Don't overload your membership application form with an intimidating number of fields.

Additionally, consider offering a free membership tier to bring in individuals who are on the fence about making a financial investment in becoming a member. Typically, free tiers offer limited benefits. For example, free members might have access to your online community platform and be able to post content and interact with members. However, they may lack the ability to send direct messages to members, attend events, or access your educational resources.

This partial access helps your association get your foot in the door with prospective members and push them to make the upgrade to a paid membership.

Takeaway: Your membership application is a marketing tool and can be leveraged to grow your association.

5. Follow up with applicants.

Your relationship with your members begins with your membership form, but it doesn’t stop there! Show your members you appreciate their commitment and that your association offers engaging content that’s well worth your membership fee.

An integrated membership application form sets your association up for success from the moment new members hit “submit” by:

  • Sending automatic welcome emails. The right software can pull contact information from the application form and populate the email with your new member’s name and membership level.
  • Populating a member profile. Especially if you provide a member directory and public milestone badges to your members, your platform should automatically set up a member profile for your new member and send them a link to begin personalizing it.
  • Streamlining payment processing. Link your application form to your chosen payment processing solution to begin the process automatically and avoid having to navigate outstanding fees.

The most effective (and popular!) of these strategies is a welcome email, like the one below:

Follow up by sending a welcome email to individuals who complete your membership application form.

While membership application forms often can’t send emails or process payments, you can integrate your application form with other features by leveraging the right software solution.

Takeaway: Make sure to follow up with your new members right away.


With these membership application form strategies under your belt, you’re ready to overhaul your application and boost participation in your program!

For more on membership, check out these additional resources on the topic:

When it comes to member engagement and retention, Tradewing is our #1 pick. Explore Tradewing's out-of-the-box community engagement platform. Discover Tradewing.