Peer-to-peer fundraising is a great way to extend your fundraising reach and collect additional revenue to fuel your mission. So is a well-thought-out matching gift marketing plan. When you combine the power of peer-to-peer fundraising and matching gifts, you’ll have something particularly impactful in store for your organization.
But how can you marry the two strategies to produce a fundraising effort that brings giving and engagement to new heights for your cause? Walk through the key steps and recommendations here to find out.
In this informative guide, we’ll cover the following:
Your supporters love giving to your mission in a way they know is making a difference. Peer-to-peer fundraising and matching gifts each allow them to expand their impact beyond what would have been possible on their own.
Now, let’s jump in!
Peer-to-Peer Fundraising Basics
Before we dive into our specific tips for layering peer-to-peer fundraising and matching gifts, it’s important to establish a solid understanding of the peer giving opportunity. Here’s a quick refresher:
What is peer-to-peer fundraising?
Also known as P2P, social, or team fundraising campaigns, peer-to-peer fundraising is a key revenue-generation strategy for nonprofits, schools, and more. This method is characterized by individual fundraisers leveraging their personal networks to solicit donations on behalf of the causes they support.
In other words, with a peer-to-peer fundraising approach, an organization empowers its donors, volunteers, and other supporters to request funds from friends, family, colleagues, and anyone else in their social orbits.
Today, these gifts are largely contributed online, often facilitated through dedicated peer fundraising tools that provide each volunteer with a personalized fundraising page. From there, fundraisers are encouraged to customize their campaign pages to share information regarding their background, stories, and connections to the organization’s cause.
Major benefits of peer fundraising
Peer-to-peer fundraising is a unique way to garner support from existing supporters through their personal connections. This model expands fundraising reach organically—and exponentially—effectively tapping into diverse segments and demographics an organization may have been unable to reach on its own.
Check out this example:
Let’s say your nonprofit pet shelter has a generous and devoted donor named John Doe. John Doe gives regularly to support the organization from which he adopted his beloved furry friend a few years back. You’re familiar with John, who is a key contributor to your cause. However, you don’t know the individuals in John’s network—his family, friends, colleagues, and more. You’d love to expand your reach to encompass more people like him, so you initiate a peer-to-peer fundraising campaign to which John signs on as an ambassador.
Throughout the course of the fundraiser, John encourages his loved ones to support his efforts on behalf of your organization. He personalizes his fundraising page with photos and stories of his cherished pet in the time since it was rescued.
When he shares the link to his campaign, those in John’s circle are eager to pledge their support for his upcoming fundraising walk. After all, they know how much John’s pet means to him, and they have your organization to thank for it!
Peer-to-peer fundraising thrives on the authenticity of personal narratives, making campaign asks increasingly compelling for those who get involved. Or, at the very least, it gets your organization’s name and cause out in front of a greater audience, driving increased awareness for your mission.
The viral nature of the campaigns also amplifies visibility, attracting new supporters and establishing social proof. That’s the belief that when individuals see their peers supporting a cause, they’re more likely to do so—ultimately leading to more giving overall.
Check out this brief benefit breakdown to see more advantages of peer fundraising:
- Engaging with new audiences — When your supporters reach out to their own networks with a fundraising ask on your behalf, you’re able to reach groups who may have been previously inaccessible to your team on their own. Once these new supporters have gotten involved, you can begin the process of stewarding them into long-term donors themselves!
- Providing new ways for supporters to get involved — Many of your supporters would love to give more than their financial limitations will allow. Peer-to-peer fundraising can be a great way for this group to extend their support in a new and exciting way—especially when you add in matching gifts!
- Increasing fundraising ROI — The decentralized structure and volunteer-driven nature of peer-to-peer giving campaigns reduce initial fundraising costs. This allows your team to reinvest those resources elsewhere, including funneling more into tangible impact on your mission.
And it’s a popular way for individuals to show their support for their favorite organizations! In fact, fundraising research estimates that over 10% of all U.S. and Canadian donors participate in peer-to-peer fundraising efforts benefitting nonprofit organizations.
Here’s why:
- Driving cause-related impact — Your donors care about your mission, and they want to see your organization make an impact in that realm. Supporters are typically happy to become advocates for your cause when they know it will make a positive difference.
- Strengthening mission ties — The more connected a supporter feels to your organization, the more likely they are to stay engaged with your efforts over time. Becoming a peer fundraiser for your cause places an individual squarely on your team, reinforcing an existing bond that keeps them coming back time and time again.
- Growing sense of achievement — Empowering individuals to champion causes within their networks fosters a sense of ownership and community engagement. And when they bring in any amount of funding for the organization for which they’re fundraising, they’re able to feel a significant sense of accomplishment in the role that they’ve played.
And don’t forget the benefits reaped by your organization’s beneficiaries, either. With additional funds flowing into your nonprofit and more dedicated donors to sustain your efforts in the long run, your mission’s audience can experience new and improved programs and services, too!
Popular types of peer-to-peer fundraisers
Peer-to-peer giving is not a one-size-fits-all effort. In fact, there are countless campaign types and fundraising ideas your institution may choose to implement. And they can all provide substantial results in terms of engagement, funding, and more.
Here are a few of the most familiar examples of peer-to-peer fundraising to consider:
Run/walk/rides — Including 5K races, marathons, cycling events, and more, participants seek sponsors who donate or pledge their support for the effort.- Other “thon-style” events — Supporters partake in any continuous activity (dancing, reading, gaming, standing, etc.), while loved ones pledge funds to fulfill after the event based on their sponsee’s performance.
- Birthday or holiday fundraisers — Foregoing traditional gifts, supporters request donations to a chosen organization. This empowers personal celebrations like birthdays and holidays to make a difference for their favorite causes. (Think: Facebook Fundraisers!)
- Personal challenges — Participants take on individual challenges, such as giving up a habit, learning a new skill, or setting a personal goal. Then, for every day/practice/success/etc., pledgers contribute their support accordingly.
- Memorial or tribute campaigns — Campaigns held in honor of a loved one. Typically supporting a cause that held significance to the recently departed. (e.g., “In lieu of flowers, please consider making a donation to [designated charity] using the giving page linked here.”)
- Giving days or months — Campaigns hosted within designated short-term fundraising periods. Often based around affinity months or mission-related celebrations (e.g., LGBTQ+ pride month, breast cancer awareness day, Giving Tuesday, etc.)
The consensus? Many of these efforts incorporate impact-driving elements such as urgency, gamification, digital engagement, and healthy competition. The diverse campaign options not only raise support effectively but also cultivate a sense of shared purpose and community.
The Impact | Multiplying P2P Success With Matching Gifts
Did you know combining the power of peer-to-peer fundraising and matching gifts can assist organizations in reaching and surpassing their fundraising goals?
When a company offers matching gifts, it agrees to double (or triple) the donations its employees make to qualifying nonprofits. As a result, matching gifts can offer a powerful multiplier effect to nearly any fundraiser, bringing about astounding success.
One of the best examples is with peer-to-peer fundraising campaigns. Combining peer-to-peer fundraising and matching gifts will effectively scale up your efforts by directing additional revenue toward your cause. And it’s not just the corporate funding, either. Individual donors are more likely to give—and to give generously—when they know a match is available.
Why? Peer-driven campaigns naturally foster a sense of community and shared purpose. When coupled with the heightened impact produced by matching gifts, they become even more compelling.
In fact, corporate giving research indicates that mentioning matching gifts leads to a 71% increase in fundraising response rates. And organizations see 51% growth in their average donation size compared to gift appeals that don’t incorporate matching gifts.
Incorporating matching gifts into your overall peer fundraising strategy also allows donors to make a greater impact on your mission. Matching gift donors are more inclined to have a positive giving experience and, thus, stay involved with your organization in the long run.
4 Ways to Secure Matching Gifts From Peer-to-Peer Fundraising Campaigns
There’s a wide range of companies that offer matching gift programs, and the programs themselves can vary from one employer to the next. All in all, we’ve identified four key ways organizations can secure matching gifts from peer-to-peer fundraising campaigns.
These include the following:
Matching event registration fees
When supporters sign up for your organization’s upcoming peer-to-peer fundraiser, they may be asked to pay a registration or participation fee. Did you know that these types of transactions can qualify for a match from the individual’s employer?
Different companies set different rules to guide their matching programs and establish which types of gifts they will match. However, the most common stipulation is that the contribution to the organization should be a tax-deductible one. While registration fees (as a whole) typically do not fall into this category, a crucial portion of the fee likely does qualify for a tax deduction. Thus, the individual needs to know how much of their total transaction falls under this umbrella and, therefore, is matchable.
For example, let’s say a $50 fee buys an event t-shirt and meal for each registrant. In that case, you’d need to calculate and deduct the Fair Market Value (or FMV) of those items—as well as any other provisions—from the total transaction amount. What’s left likely qualifies for a corporate match from the registrant’s employer.
Our recommendation: As you implement a peer-to-peer event registration process, be sure to embed a matching gift search tool to collect employment data within your online registration form. Once equipped with this information, you and your donors will be empowered to locate available matching gift opportunities and take the appropriate next steps in the process!
Matching individual P2P donations
In addition to volunteer fundraisers soliciting donations on your organization’s behalf, another key player in the peer-to-peer fundraising game is the one (or many) who support the cause through a loved one’s P2P page. And this group can qualify for matching gifts, too!
Thus, ensure that any matching gift promotions incorporated in your traditional giving process are also reflected in your peer-to-peer efforts. (For example, collecting employment data with a company search tool on your donation form, incorporating a program database widget on your confirmation screen, browsing for corporate email addresses, instituting automated email cadences, and more.)
In this scenario, the match experience is the most similar to a gift contributed through your organization’s standard donation form equipped with Double the Donation functionality. An individual fills out an online giving form, provides their company name using a search tool, and submits the contribution. The biggest difference is that the gift is facilitated through a peer-to-peer fundraising platform rather than your basic donation tool.
Our recommendation: If you’ve invested in a matching gift automation tool like Double the Donation, be sure to enable integrations with all of your giving tools! This should include your standard giving forms, CRM or donor database, and peer-to-peer fundraising platform.
Luckily, Double the Donation seamlessly partners with 100+ of the sector’s largest donation and peer giving tools. Adding the functionality to your P2P forms should be simple! Just remember: you don’t want matches to go unclaimed just because this fundraiser is being hosted on a new platform.
Matching fundraisers’ total collected gifts
Most companies’ matching gift policies require that matchable gifts are contributed directly by the employee requesting a match. But some employers offer fundraising matches, too—either as a subcategory of matching gifts or a separate program altogether.
What’s the difference?
In a fundraising match program, a company matches the sum of all gifts contributed to an employee’s peer-to-peer fundraising campaign. Despite the funds not coming directly from the individual’s wallet, the employer supports their fundraising efforts by doubling all donations. (E.g., John Doe collects $1,572 from 18 donors in his network. John’s employer, State Street Corporation, provides a fundraising match for an additional $1,572, bringing his total to $3,144.)
While these programs are less commonly offered than traditional matching gifts, the impact, when available, can be significant. So, it’s not something you want to overlook, especially when looking to revamp your peer-to-peer fundraising and matching gifts efforts.
Our recommendation: Use the employment data collected within the peer-to-peer registration process to screen for any existing fundraising match programs your participants’ employers may offer. If available, pass the information along to your supporters and encourage them to take the next steps outlined in their companies’ program guidelines.
Remember: implementing an automation tool like Double the Donation allows you to effectively leverage your donors’ workplace giving information and uncover the best opportunities for support through your donor base!
Establishing custom matching gift partnerships
Sometimes, companies are interested in giving back to their communities and in getting their employees on board to do so. However, they don’t yet offer existing matching gift initiatives. In this case, they may decide to form a custom matching gift partnership with a specific nonprofit organization. And this final type of matching gift program pairs particularly well with peer-to-peer fundraising.
All a company has to do is let its employees know they’re sponsoring an upcoming fundraising event—such as a run/walk/ride—by matching team members’ associated gifts. The match offer will incentivize employee participation in the campaign and ultimately drive more revenue and engagement for your organization.
Our recommendation: Scour your database for dedicated supporters employed by companies without matching gift programs already. Then, see if these individuals would be interested in taking on a unique advocacy role for your organization. If so, encourage supporters to pitch custom matching gifts to their employers in tandem with an upcoming peer-to-peer fundraising event. We even provide a helpful template for doing so in this guide!
Alternatively, you may decide to reach out to such companies on your own. Still, pursuing partnership opportunities with your supporters’ employers can be an excellent way to get your foot in the door. Plus, it allows your team to demonstrate shared interests and audiences with a prospective partner.
Best Practices for Smart Peer-to-Peer Fundraising and Matching Gifts
Setting your organization up for maximal matching gift success is easy when you know what to do. Check out these expert-approved best practices to promote awareness and participation in matching gifts and peer-to-peer fundraising efforts alike.
1. Prepare P2P fundraisers with matching gift knowledge and resources.
One critical challenge facing nonprofits in their peer-to-peer fundraising and matching gifts efforts is a lack of knowledge altogether. If donors have no idea their employers will double their contributions to your cause, they won’t take the steps required to request their company matches. Thus, to address the awareness issue in a peer-to-peer fundraising campaign, we recommend empowering volunteer fundraisers with the knowledge and resources to advocate for the opportunity to their peers.
This way, if a potential donor were to seek information regarding a donation match, the fundraiser would know how to handle the inquiry. You should also provide a range of easily accessible resources, such as pre-made graphics, email, text, and social media templates, and other educational materials they can use to inform their own audiences about the chance to amplify their support.
For example, a supporter fundraising for a pet rescue might share a graphic like this one on their social media pages. In the caption of their post, they’d link to the organization’s dedicated matching gifts page where interested donors can learn more about the opportunity.
2. Provide supporters with FMV/tax deduction info regarding their gifts.
Since most companies will only match the tax-deductible portion of any nonprofit transaction, simplify the process for all parties by making this information readily available.
We suggest identifying the figure beforehand and providing it for each event participant. Consider building it into the registration page itself, the payment confirmation screen, and a follow-up email that includes the complete gift receipt.
In order to calculate the tax-deductible total, you’ll need to determine the Fair Market Value—or what your event ticket is tangibly worth. According to the IRS, an item’s FMV is the price it would sell for on the open market. Or the price that would likely be agreed on between an informed and willing buyer and an informed and willing seller.
Subtract that figure from your total transaction cost, and you’ll have your tax-deductible donation amount!
3. Automate the process with an integrated peer-to-peer and matching gift solution.
Nowadays, successful peer-to-peer campaigns rely on powerful and user-friendly giving platforms designed specifically for social fundraising success. In order to incorporate matching effectively, it’s important to equip your team with a seamlessly integrated matching gifts solution.
Doing so allows you to scale up your matching gifts identification, education, follow-up, and reporting with no additional effort required of your fundraising team. For example, Double the Donation provides:
- Screening and identification tools to uncover match-eligible donors in your database
- A user-friendly search widget for donors to research their eligibility and take guided steps to complete their submissions
- Automation capabilities to streamline tailored outreach to these donors
- Security features to protect private donor and organization data
- A full reporting dashboard that aids in measuring and analyzing your organization’s matching gift efforts
- Ready-built integrations with each of the leading peer-to-peer fundraising platforms
The platform can even streamline the donor experience by providing supporters easy access to the information they need. And it ultimately increases the likelihood of successful matching gift submissions—meaning more funding for your organization.
Interested? Check out this two-minute overview to learn more:
Bonus! How Top P2P Organizations Incorporate Matching Gifts In Their Efforts
See the above practices in action. Explore the ways these well-known organizations encapsulate smart matching gifts and peer-to-peer fundraising initiatives. As you get inspired, make a note of the strategies from which you think your team can benefit.
P.S., the following organizations are part of the Peer-to-Peer Top 30—an annual breakdown of the highest-grossing social fundraising events each year. These three were also featured in this Top Nonprofits analysis of leading organizations’ matching gift digital efforts!
Leukemia & Lymphoma Society’s Light the Night
Hosted by the Leukemia & Lymphoma Society, Light the Night is one of the largest peer-to-peer fundraising walks each year. And the LLS team behind the event does an excellent job integrating matching gifts into their efforts.
How? The Leukemia & Lymphoma Society strategically mentions matching gifts in the Light the Night donation form to ensure all donors are exposed to the opportunity. Plus, it also uses the form to collect employment information, which is then used to screen for match-eligible gifts.
Here’s what the peer-to-peer fundraising form looks like:
Then, after giving, supporters receive thoughtful follow-ups reminding them about potential matching opportunities and encouraging them to get involved.
Dana–Farber Cancer Institute’s Pan-Mass Challenge
The Pan-Mass Challenge, which benefits Dana-Farber Cancer Institute, goes above and beyond to incorporate matching gifts into its peer-to-peer fundraising efforts.
How? The cycling event hosts a detailed matching gifts page on its website, complete with an embedded matching gift company search tool and other valuable information. When a donor searches their employer’s name, they’re provided with an in-depth breakdown of an associated matching gifts program. This includes eligibility criteria, match information, and even direct links to their online submission forms.
Take a look at the matching gift page here:
By providing easily accessible information, the Pan-Mass Challenge team ensures donors are equipped with the tools needed to take advantage of matching gift opportunities should they choose to do so.
Alzheimer’s Association’s Walk to End Alzheimer’s
The Alzheimer’s Association’s Walk to End Alzheimer’s takes a proactive approach to matching gifts within its peer-to-peer fundraising campaigns. After gathering employment data within the giving process, the organization segments donors by match eligibility and triggers targeted follow-ups accordingly.
For match-eligible donors, these follow-up emails include direct links to their companies’ guidelines, policies, and online submission links. It ultimately simplifies the process for donors to initiate matching gift submissions on their own.
Check out a sample matching gift follow-up email below:
This type of strategic post-donation communication ensures that matching gift opportunities—and the organization itself—remain at the forefront of donors’ minds. And it gives each recipient an easy way to maximize the impact of their contributions in support of the cause.
Final Thoughts on Peer-to-Peer Fundraising and Matching Gifts
Matching gifts can take your peer-to-peer fundraising events to the next level. You might be surprised at how quickly your investments in the strategies can multiply! Just ensure you use the right tools and approaches to get the most out of the efforts for your organization.
Educate your staff and supporters on the opportunities at play. Communicate the tangible impact of matching gifts to inspire participation. And automate the process from start to finish to scale up your fundraising efficiency.
Keep learning! Check out these additional resources to continue growing your peer-to-peer fundraising and matching gifts knowledge:
Skills-Based Volunteering: What It Is & How It’s Rewarding
/in Learning Center /by Adam WeingerEngaging Multigenerational Donors [With Workplace Giving]
/in Learning Center, Donor communications, Marketing Strategies, Learning Center /by Adam WeingerTons of companies offer workplace giving programs as a way to incentivize employees to give back to their communities. To make the most of these philanthropic initiatives, qualifying nonprofits are taking increasingly proactive steps to drive supporter participation. But with a need for engaging multigenerational donors in the workforce, promoting the opportunities is not a one-size-fits-all task.
Instead, we recommend exploring effective strategies as you tailor your approach to each age group. And you’ve come to the right place to do so! In this guide, we’ll explore everything you need to know about engaging varying generations of supporters, including:
Remember: the more you adjust your fundraising approach to your intended audience, the more likely the segment is to actively engage with your efforts.
Ready to create impactful and inclusive workplace giving programs that resonate with every generation in your supporter base? Let’s dive in.
The Unmatched Value of Multigenerational Donor Engagement
Your organization is likely backed by a wide range of donors of all ages, races, genders, backgrounds, and more. But do you take a universal approach to engagement? How exactly does a person’s stage in life factor into their relationship with your organization? Where do employee giving opportunities come into play for any age group?
These are the questions you should be asking yourself if you’re looking to develop a multigenerational engagement strategy.
And doing so is essential. After all, facilitating long-lasting connections with supporters of all age ranges empowers your organization to build a sustainable donor network.
As of findings from 2022 annual giving, the estimated generational giving breakdown is as follows:
Meanwhile, the makeup of the current workforce looks like this:
All in all, workplace giving programs continue to go significantly underutilized, with an estimated $4 to $7 billion in corporate funds going unclaimed from matching gifts each year—with volunteer grants and other employee giving initiatives falling short as well.
Ultimately, a strategy that focuses too narrowly on the older generations is likely to miss out on the immense opportunities made available by the up-and-coming (and, in many cases, already here) younger donors in your network. Conversely, centering too much on younger donors can cause missed potential from older generations who remain and still possess invaluable experience, deep connections, and a strong commitment to philanthropic support.
The answer? A well-balanced, multigenerational fundraising and workplace giving strategy that prioritizes the strengths of each group to maximize overall success.
Top Fundraising + Workplace Giving Strategies by Generation
With different characteristics defining each segment, effective workplace giving efforts can vary accordingly. Here, we’ll provide an overview of the five generations currently in the workforce—and partaking in philanthropy—and our recommended practices for engaging with the group.
Source: Giving USA’s Special Report – Giving by Generation
The Matures
Born prior to 1946, the Matures (also known as the Traditionalists or the Silent Generation) exhibit strong values of loyalty, discipline, and respect for authority. They have a powerful sense of duty and often prioritize stability and tradition. Though the causes they support are widespread, the Matures tend to be drawn to established institutions with long-standing, positive reputations.
Though the vast majority of the Mature generation is now retired, the group continues to give generously to the organizations they care about. In fact, retirees contribute an estimated 42% of all charitable dollars in the U.S. each year.
Luckily, a lot of companies include retired employees in their workplace giving programs—such as the Coca-Cola Company, Johnson and Johnson, Chevron, Gap (and its subsidiaries), and many more.
However, there’s a good chance that eligible retirees (or even those still working for the companies) remain unaware of these programs. Thus, it’s a good idea for your organization to research available programs and communicate the opportunity to your audience.
Baby Boomers
Born between 1946 and 1964, Baby Boomers are a generation known for their strong work ethic and dedication to social causes. This group believes in making a tangible impact on specific communities or individuals through their charitable contributions. Plus, they often seek opportunities to actively engage with causes they care about.
When engaging Baby Boomers in workplace giving, it is crucial to emphasize the outcomes and measurable results of their doubled donations. Recognizing their long-standing commitment to making a difference and providing volunteer opportunities can also resonate well with this generation.
As this group approaches or enters retirement age, Boomers often take the time to reflect on their life’s accomplishments—and the impact they want to have made. By emphasizing how their contributions, combined with corporate funding, can create a meaningful and enduring impact on the causes they care about, nonprofits can tap into their desire to leave a positive mark on the world.
Be sure to provide tangible examples and motivational stories that demonstrate how matching gifts and volunteer grants have made a difference for your organization!
Generation X
Born between 1965 and 1980, Generation X is known for their independent, resourceful, and self-reliant nature. Gen Xers often seek causes that align with their personal beliefs, and they appreciate efficiency in communications. Plus, this group values flexibility and giving experiences that provide a sense of meaning.
When engaging Generation X donors in workplace giving, it’s a great idea to offer options that cater to their individual wants and needs. Providing customizable and streamlined ways to get involved with matching gifts, volunteer grants, and more, highlighting tangible outcomes, and offering opportunities for skills-based volunteering that align with their professional expertise can be effective ways to engage with this generation.
Generation Xers, who are often at the peak of their earning potential, appreciate maximizing the value of their giving. Highlight the fact that their donations can be matched by their employers, effectively doubling the impact they make on the causes they care about. And it’s all without reaching back into their own wallets at all!
Millennials
Born between 1981 and 1996, Millennials are a generation characterized by their tech-savviness, passion for social justice, and desire for meaningful experiences. They grew up in the age of technological advancements and are often highly connected through social media and other digital platforms.
Overall, this group values transparency and tangible impact and is typically more motivated to give to causes rather than specific institutions. Millennials saw a 40% increase in average annual household giving from 2016 to 2022—the only generation with a positive change in the period. Providing opportunities for hands-on involvement, peer-to-peer fundraising, and highlighting the collective impact of their contributions can further engage this segment.
Plus, the group is already highly involved in workplace giving, with more than 86% of Millennial employees donating to nonprofit causes. Not to mention, a 2020 study reported that 58% of young professionals had given through an employee giving program, compared to only 37% overall.
Millennials also volunteer at a higher rate than any other generation, which means that volunteer grants are an excellent opportunity to pursue.
A recent study indicated that while 64% of donors say that the presence of a matching gift is likely to motivate them to give, Millennials are more likely to be impacted by a match (over 78%) than any other generation.
Not to mention, younger generations of donors are increasingly likely to work for socially conscious companies that offer matching gift and volunteer grant programs, thus elevating their chances of eligibility.
Gen Z
Gen Z represents the youngest group entering the workforce and, subsequently, becoming potential donors. Born between 1996 and 2012, Gen Z is often overlooked for its relatively limited capacity to give. However, this group currently has the “fastest growing economic power across all generational cohorts.”
With an estimated $360 billion in disposable income in 2021, Gen Z is expected to grow its aggregate income to over $33 trillion by 2030. As their disposable income grows, organizations can expect donation amounts to follow. And securing them as supporters now can go a long way in the end!
Also worth noting is that Generation Z is the most likely to opt for monthly giving (62%), which is often attributed to their familiarity with paying for subscription-based services. They favor regular communications as well, typically preferring monthly updates from the organizations they support.
A common misunderstanding surrounding matching gift programs is that recurring donations do not qualify for employer matching. But in most cases, that’s generally not true! Make an effort to research your monthly donors’ corporate giving guidelines and communicate relevant information to your supporters.
By participating in their employers’ philanthropic initiatives, recurring donors can make an even greater impact on the causes they care about. You just need to break down the myths that are holding your match potential back and take a proactive approach to marketing workplace giving opportunities to your youngest donors.
Collecting Donor Data to Segment Your Engagement Strategy
As with any effective segmentation strategy, you’ll need the right information to inform your organization’s efforts. As you aim to elevate your workplace giving initiatives with generational data, you’ll need two key types of details.
Demographic Information
What is it? Defined as “quantifiable attributes of a population, group, or individual,” demographic information includes details such as age, gender, income, education level, marital status, location, and more. Regarding multigenerational engagement, the most essential metric you’ll need is your donors’ (as well as volunteers’ and other supporters’) age groups.
Why does it matter? Having this information will allow you to target your workplace giving strategies accordingly! For example, you might determine that a top matching gift opportunity falls into the “Mature Generation” category. In that case, you may decide to send a direct mailing that highlights the opportunity and shares the information they need to participate rather than rely solely on digital outreach.
How can I get it? The easiest way is just to ask. But you don’t have to come right out and ask for their exact age. Instead, add an optional donation form field that prompts donors to enter their date of birth (hint: you can also send a birthday card!).
Or, ask supporters to check a box for the age range they fall into (ex: 18-24, 25-34, 35-44, 45-54, 55-64, 65+).
Employment Data
What is it? The other key information you’ll need to market workplace giving strategies effectively has to do with your supporters’ employment data. Though the companies your audience works (or worked) for is the most essential piece, it can also help to know their working status—such as full-time, part-time, or retired.
Why does it matter? This information will help your team (or your software) identify available opportunities for workplace giving programs. When you see that your donors work for companies that match gifts or your volunteers work for companies that provide volunteer grants, you’ll want to follow up with information about how they can get involved.
How can I get it?Add another field to your donation form that prompts supporters to enter the name of their company, or embed our employer search tool directly into your giving page or confirmation screen. With Double the Donation, you can even enlist follow-up messaging to provide another opportunity for donors to share the information with ease. Jump to the next section to learn more about how automation helps drive results!
Top tip: When you provide context for the ask (e.g., “See if your company will match your gift! Select your employer here.”), donors typically respond particularly well. On the other hand, a data appending service can help fill in the blanks for those who don’t provide it themselves.
Our #1 Recommendation for Engaging All Generations: Automating Workplace Giving
When it comes to engaging multigenerational donors in workplace giving, there is one strategy that stands out above the rest… And that is automating the process.
Workplace giving automation not only streamlines the process for your team behind the scenes but also enhances convenience, accessibility, and engagement for donors across all age groups.
Here’s how automation elevates matching gifts and volunteer grants:
Increases awareness of the opportunity for all supporters.
There’s a significant knowledge gap regarding workplace giving programs among every generation. In fact, an estimated 78% of eligible donors have no idea that their employer matches. Luckily, workplace giving technology automates marketing and promotions around the opportunity, ensuring that every donor receives information regarding the programs. When supporters are aware of their chance to stretch their impact further with matching gifts and volunteer grants, they’re often eager to participate!
Facilitates easy personalization.
Individuals of all generations appreciate personalized outreach. From seeing their name in an email subject line to being provided with insights for their employer’s giving program, tailored messaging strengthens relationships—and produces results. With a matching gift tool, the software fills in the blanks in customizable templates, providing highly specific communications with no added effort.
Appeals to all levels of tech savviness.
In today’s digital age, younger generations, such as Millennials and Gen Z often prefer digital engagement. After all, they tend to have ample experience with online transactions. And while older generations may not be as familiar with the technology, an automated tool can go a long way in helping guide them through the process with detailed assistance and step-by-step instructions. Now, they won’t need to go searching in their company’s intranet for a matching gift form to complete—because they were provided with a direct link to the submission portal in their email.
Tracks and drives more matches to completion.
Ultimately amplifying giving with more matches making it across the finish line, automation allows for seamless matching gift tracking and follow-ups. The end result is fewer matches left unclaimed and more corporate funds available to your organization. And when supporters of all ages see the impact of their contributions being multiplied, they’ll become increasingly engaged with your cause.
Final Thoughts
Engaging multigenerational donors is a dynamic and multifaceted process that requires careful consideration of your audience. After all, each segment plays a key role in your overall fundraising and workplace giving success. Thus, you’ll want to account for the diverse needs and preferences of every generation.
The better you understand the primary characteristics, values, and motivations that describe each group, the more effectively your organization can tailor its giving programs. Plus, there are a few key strategies that can lend themselves to powerful workplace giving results across all generations—such as investing in dedicated matching gift and volunteer grant technology—that you certainly don’t want to miss.
In the end, your nonprofit will be better funded, your donors feel strengthened connections to your cause, and the communities you serve experience greater programming made available through workplace giving revenue.
Best of luck!
Sources:
How to Harness Peer-to-Peer Fundraising and Matching Gifts
/in About Double the Donation /by Adam WeingerPeer-to-peer fundraising is a great way to extend your fundraising reach and collect additional revenue to fuel your mission. So is a well-thought-out matching gift marketing plan. When you combine the power of peer-to-peer fundraising and matching gifts, you’ll have something particularly impactful in store for your organization.
But how can you marry the two strategies to produce a fundraising effort that brings giving and engagement to new heights for your cause? Walk through the key steps and recommendations here to find out.
In this informative guide, we’ll cover the following:
Your supporters love giving to your mission in a way they know is making a difference. Peer-to-peer fundraising and matching gifts each allow them to expand their impact beyond what would have been possible on their own.
Now, let’s jump in!
Peer-to-Peer Fundraising Basics
Before we dive into our specific tips for layering peer-to-peer fundraising and matching gifts, it’s important to establish a solid understanding of the peer giving opportunity. Here’s a quick refresher:
What is peer-to-peer fundraising?
Also known as P2P, social, or team fundraising campaigns, peer-to-peer fundraising is a key revenue-generation strategy for nonprofits, schools, and more. This method is characterized by individual fundraisers leveraging their personal networks to solicit donations on behalf of the causes they support.
In other words, with a peer-to-peer fundraising approach, an organization empowers its donors, volunteers, and other supporters to request funds from friends, family, colleagues, and anyone else in their social orbits.
Today, these gifts are largely contributed online, often facilitated through dedicated peer fundraising tools that provide each volunteer with a personalized fundraising page. From there, fundraisers are encouraged to customize their campaign pages to share information regarding their background, stories, and connections to the organization’s cause.
Major benefits of peer fundraising
Peer-to-peer fundraising is a unique way to garner support from existing supporters through their personal connections. This model expands fundraising reach organically—and exponentially—effectively tapping into diverse segments and demographics an organization may have been unable to reach on its own.
Check out this example:
Peer-to-peer fundraising thrives on the authenticity of personal narratives, making campaign asks increasingly compelling for those who get involved. Or, at the very least, it gets your organization’s name and cause out in front of a greater audience, driving increased awareness for your mission.
The viral nature of the campaigns also amplifies visibility, attracting new supporters and establishing social proof. That’s the belief that when individuals see their peers supporting a cause, they’re more likely to do so—ultimately leading to more giving overall.
Check out this brief benefit breakdown to see more advantages of peer fundraising:
And it’s a popular way for individuals to show their support for their favorite organizations! In fact, fundraising research estimates that over 10% of all U.S. and Canadian donors participate in peer-to-peer fundraising efforts benefitting nonprofit organizations.
Here’s why:
And don’t forget the benefits reaped by your organization’s beneficiaries, either. With additional funds flowing into your nonprofit and more dedicated donors to sustain your efforts in the long run, your mission’s audience can experience new and improved programs and services, too!
Popular types of peer-to-peer fundraisers
Peer-to-peer giving is not a one-size-fits-all effort. In fact, there are countless campaign types and fundraising ideas your institution may choose to implement. And they can all provide substantial results in terms of engagement, funding, and more.
Here are a few of the most familiar examples of peer-to-peer fundraising to consider:
The consensus? Many of these efforts incorporate impact-driving elements such as urgency, gamification, digital engagement, and healthy competition. The diverse campaign options not only raise support effectively but also cultivate a sense of shared purpose and community.
The Impact | Multiplying P2P Success With Matching Gifts
Did you know combining the power of peer-to-peer fundraising and matching gifts can assist organizations in reaching and surpassing their fundraising goals?
When a company offers matching gifts, it agrees to double (or triple) the donations its employees make to qualifying nonprofits. As a result, matching gifts can offer a powerful multiplier effect to nearly any fundraiser, bringing about astounding success.
One of the best examples is with peer-to-peer fundraising campaigns. Combining peer-to-peer fundraising and matching gifts will effectively scale up your efforts by directing additional revenue toward your cause. And it’s not just the corporate funding, either. Individual donors are more likely to give—and to give generously—when they know a match is available.
Why? Peer-driven campaigns naturally foster a sense of community and shared purpose. When coupled with the heightened impact produced by matching gifts, they become even more compelling.
In fact, corporate giving research indicates that mentioning matching gifts leads to a 71% increase in fundraising response rates. And organizations see 51% growth in their average donation size compared to gift appeals that don’t incorporate matching gifts.
Incorporating matching gifts into your overall peer fundraising strategy also allows donors to make a greater impact on your mission. Matching gift donors are more inclined to have a positive giving experience and, thus, stay involved with your organization in the long run.
4 Ways to Secure Matching Gifts From Peer-to-Peer Fundraising Campaigns
There’s a wide range of companies that offer matching gift programs, and the programs themselves can vary from one employer to the next. All in all, we’ve identified four key ways organizations can secure matching gifts from peer-to-peer fundraising campaigns.
These include the following:
Matching event registration fees
When supporters sign up for your organization’s upcoming peer-to-peer fundraiser, they may be asked to pay a registration or participation fee. Did you know that these types of transactions can qualify for a match from the individual’s employer?
Different companies set different rules to guide their matching programs and establish which types of gifts they will match. However, the most common stipulation is that the contribution to the organization should be a tax-deductible one. While registration fees (as a whole) typically do not fall into this category, a crucial portion of the fee likely does qualify for a tax deduction. Thus, the individual needs to know how much of their total transaction falls under this umbrella and, therefore, is matchable.
For example, let’s say a $50 fee buys an event t-shirt and meal for each registrant. In that case, you’d need to calculate and deduct the Fair Market Value (or FMV) of those items—as well as any other provisions—from the total transaction amount. What’s left likely qualifies for a corporate match from the registrant’s employer.
Our recommendation: As you implement a peer-to-peer event registration process, be sure to embed a matching gift search tool to collect employment data within your online registration form. Once equipped with this information, you and your donors will be empowered to locate available matching gift opportunities and take the appropriate next steps in the process!
Matching individual P2P donations
In addition to volunteer fundraisers soliciting donations on your organization’s behalf, another key player in the peer-to-peer fundraising game is the one (or many) who support the cause through a loved one’s P2P page. And this group can qualify for matching gifts, too!
Thus, ensure that any matching gift promotions incorporated in your traditional giving process are also reflected in your peer-to-peer efforts. (For example, collecting employment data with a company search tool on your donation form, incorporating a program database widget on your confirmation screen, browsing for corporate email addresses, instituting automated email cadences, and more.)
In this scenario, the match experience is the most similar to a gift contributed through your organization’s standard donation form equipped with Double the Donation functionality. An individual fills out an online giving form, provides their company name using a search tool, and submits the contribution. The biggest difference is that the gift is facilitated through a peer-to-peer fundraising platform rather than your basic donation tool.
Our recommendation: If you’ve invested in a matching gift automation tool like Double the Donation, be sure to enable integrations with all of your giving tools! This should include your standard giving forms, CRM or donor database, and peer-to-peer fundraising platform.
Luckily, Double the Donation seamlessly partners with 100+ of the sector’s largest donation and peer giving tools. Adding the functionality to your P2P forms should be simple! Just remember: you don’t want matches to go unclaimed just because this fundraiser is being hosted on a new platform.
Matching fundraisers’ total collected gifts
Most companies’ matching gift policies require that matchable gifts are contributed directly by the employee requesting a match. But some employers offer fundraising matches, too—either as a subcategory of matching gifts or a separate program altogether.
What’s the difference?
In a fundraising match program, a company matches the sum of all gifts contributed to an employee’s peer-to-peer fundraising campaign. Despite the funds not coming directly from the individual’s wallet, the employer supports their fundraising efforts by doubling all donations. (E.g., John Doe collects $1,572 from 18 donors in his network. John’s employer, State Street Corporation, provides a fundraising match for an additional $1,572, bringing his total to $3,144.)
While these programs are less commonly offered than traditional matching gifts, the impact, when available, can be significant. So, it’s not something you want to overlook, especially when looking to revamp your peer-to-peer fundraising and matching gifts efforts.
Our recommendation: Use the employment data collected within the peer-to-peer registration process to screen for any existing fundraising match programs your participants’ employers may offer. If available, pass the information along to your supporters and encourage them to take the next steps outlined in their companies’ program guidelines.
Remember: implementing an automation tool like Double the Donation allows you to effectively leverage your donors’ workplace giving information and uncover the best opportunities for support through your donor base!
Establishing custom matching gift partnerships
Sometimes, companies are interested in giving back to their communities and in getting their employees on board to do so. However, they don’t yet offer existing matching gift initiatives. In this case, they may decide to form a custom matching gift partnership with a specific nonprofit organization. And this final type of matching gift program pairs particularly well with peer-to-peer fundraising.
All a company has to do is let its employees know they’re sponsoring an upcoming fundraising event—such as a run/walk/ride—by matching team members’ associated gifts. The match offer will incentivize employee participation in the campaign and ultimately drive more revenue and engagement for your organization.
Our recommendation: Scour your database for dedicated supporters employed by companies without matching gift programs already. Then, see if these individuals would be interested in taking on a unique advocacy role for your organization. If so, encourage supporters to pitch custom matching gifts to their employers in tandem with an upcoming peer-to-peer fundraising event. We even provide a helpful template for doing so in this guide!
Alternatively, you may decide to reach out to such companies on your own. Still, pursuing partnership opportunities with your supporters’ employers can be an excellent way to get your foot in the door. Plus, it allows your team to demonstrate shared interests and audiences with a prospective partner.
Best Practices for Smart Peer-to-Peer Fundraising and Matching Gifts
Setting your organization up for maximal matching gift success is easy when you know what to do. Check out these expert-approved best practices to promote awareness and participation in matching gifts and peer-to-peer fundraising efforts alike.
1. Prepare P2P fundraisers with matching gift knowledge and resources.
One critical challenge facing nonprofits in their peer-to-peer fundraising and matching gifts efforts is a lack of knowledge altogether. If donors have no idea their employers will double their contributions to your cause, they won’t take the steps required to request their company matches. Thus, to address the awareness issue in a peer-to-peer fundraising campaign, we recommend empowering volunteer fundraisers with the knowledge and resources to advocate for the opportunity to their peers.
This way, if a potential donor were to seek information regarding a donation match, the fundraiser would know how to handle the inquiry. You should also provide a range of easily accessible resources, such as pre-made graphics, email, text, and social media templates, and other educational materials they can use to inform their own audiences about the chance to amplify their support.
For example, a supporter fundraising for a pet rescue might share a graphic like this one on their social media pages. In the caption of their post, they’d link to the organization’s dedicated matching gifts page where interested donors can learn more about the opportunity.
2. Provide supporters with FMV/tax deduction info regarding their gifts.
Since most companies will only match the tax-deductible portion of any nonprofit transaction, simplify the process for all parties by making this information readily available.
We suggest identifying the figure beforehand and providing it for each event participant. Consider building it into the registration page itself, the payment confirmation screen, and a follow-up email that includes the complete gift receipt.
In order to calculate the tax-deductible total, you’ll need to determine the Fair Market Value—or what your event ticket is tangibly worth. According to the IRS, an item’s FMV is the price it would sell for on the open market. Or the price that would likely be agreed on between an informed and willing buyer and an informed and willing seller.
Subtract that figure from your total transaction cost, and you’ll have your tax-deductible donation amount!
3. Automate the process with an integrated peer-to-peer and matching gift solution.
Nowadays, successful peer-to-peer campaigns rely on powerful and user-friendly giving platforms designed specifically for social fundraising success. In order to incorporate matching effectively, it’s important to equip your team with a seamlessly integrated matching gifts solution.
Doing so allows you to scale up your matching gifts identification, education, follow-up, and reporting with no additional effort required of your fundraising team. For example, Double the Donation provides:
The platform can even streamline the donor experience by providing supporters easy access to the information they need. And it ultimately increases the likelihood of successful matching gift submissions—meaning more funding for your organization.
Interested? Check out this two-minute overview to learn more:
Bonus! How Top P2P Organizations Incorporate Matching Gifts In Their Efforts
See the above practices in action. Explore the ways these well-known organizations encapsulate smart matching gifts and peer-to-peer fundraising initiatives. As you get inspired, make a note of the strategies from which you think your team can benefit.
P.S., the following organizations are part of the Peer-to-Peer Top 30—an annual breakdown of the highest-grossing social fundraising events each year. These three were also featured in this Top Nonprofits analysis of leading organizations’ matching gift digital efforts!
Leukemia & Lymphoma Society’s Light the Night
Hosted by the Leukemia & Lymphoma Society, Light the Night is one of the largest peer-to-peer fundraising walks each year. And the LLS team behind the event does an excellent job integrating matching gifts into their efforts.
How? The Leukemia & Lymphoma Society strategically mentions matching gifts in the Light the Night donation form to ensure all donors are exposed to the opportunity. Plus, it also uses the form to collect employment information, which is then used to screen for match-eligible gifts.
Here’s what the peer-to-peer fundraising form looks like:
Then, after giving, supporters receive thoughtful follow-ups reminding them about potential matching opportunities and encouraging them to get involved.
Dana–Farber Cancer Institute’s Pan-Mass Challenge
The Pan-Mass Challenge, which benefits Dana-Farber Cancer Institute, goes above and beyond to incorporate matching gifts into its peer-to-peer fundraising efforts.
How? The cycling event hosts a detailed matching gifts page on its website, complete with an embedded matching gift company search tool and other valuable information. When a donor searches their employer’s name, they’re provided with an in-depth breakdown of an associated matching gifts program. This includes eligibility criteria, match information, and even direct links to their online submission forms.
Take a look at the matching gift page here:
By providing easily accessible information, the Pan-Mass Challenge team ensures donors are equipped with the tools needed to take advantage of matching gift opportunities should they choose to do so.
Alzheimer’s Association’s Walk to End Alzheimer’s
The Alzheimer’s Association’s Walk to End Alzheimer’s takes a proactive approach to matching gifts within its peer-to-peer fundraising campaigns. After gathering employment data within the giving process, the organization segments donors by match eligibility and triggers targeted follow-ups accordingly.
For match-eligible donors, these follow-up emails include direct links to their companies’ guidelines, policies, and online submission links. It ultimately simplifies the process for donors to initiate matching gift submissions on their own.
Check out a sample matching gift follow-up email below:
This type of strategic post-donation communication ensures that matching gift opportunities—and the organization itself—remain at the forefront of donors’ minds. And it gives each recipient an easy way to maximize the impact of their contributions in support of the cause.
Final Thoughts on Peer-to-Peer Fundraising and Matching Gifts
Matching gifts can take your peer-to-peer fundraising events to the next level. You might be surprised at how quickly your investments in the strategies can multiply! Just ensure you use the right tools and approaches to get the most out of the efforts for your organization.
Educate your staff and supporters on the opportunities at play. Communicate the tangible impact of matching gifts to inspire participation. And automate the process from start to finish to scale up your fundraising efficiency.
Keep learning! Check out these additional resources to continue growing your peer-to-peer fundraising and matching gifts knowledge:
CSR Reporting Software: An Introductory Guide for Businesses
/in Learning Center /by Adam WeingerAs companies like yours strive to meet their sustainability goals, track their environmental impact, and demonstrate their commitment to corporate social responsibility (CSR), the need for efficient and effective reporting software has never been more crucial. That’s where CSR reporting software comes in.
In this guide, we’ll cover everything you need to know about CSR reporting software, including:
Whether you’re a small business looking to get started with CSR reporting or a multinational corporation seeking to enhance transparency and accountability for your existing programs, these insights will help you maximize the value of your chosen software.
Understanding CSR Reporting Software: 3 FAQs
Before we dive into the specifics of CSR reporting software, explore these frequently asked questions to ensure you have all the foundational knowledge you need:
What is CSR reporting software, and why do companies use it?
CSR reporting software refers to a set of specialized tools designed to help organizations track, manage, and report on their philanthropic initiatives.
Companies of all sizes use CSR software and reporting features to streamline the process of collecting and analyzing data related to these efforts. It enables them to generate comprehensive reports that showcase their commitment to responsible business practices, transparency, and accountability.
Is CSR reporting mandatory?
In most countries, companies are not legally obligated to produce reports related to their philanthropic, ethical, and environmental initiatives. However, many organizations still choose to engage in CSR reporting to demonstrate their commitment to becoming a more socially conscious organization.
Keep in mind that regulatory landscapes can change over time, so it’s important for companies to stay informed on CSR standards in their jurisdictions and industries.
How can CSR reporting software benefit my organization?
CSR reporting software offers several benefits, including:
While implementing new software requires an investment of time and resources on your company’s part, the benefits far outweigh the costs.
4 Features to Look for in CSR Reporting Software
Prioritize these four features in your search for the best CSR reporting software:
1. Customization
Every organization’s CSR initiatives, objectives, and data requirements are unique. Customizability allows your company to tailor the software to align with your specific sustainability goals, industry standards, and regulatory compliance needs.
Work with developers to ensure that the software can accommodate your operational nuances. For example, if your organization decides to focus on environmental sustainability, you might require custom fields to track greenhouse gas emissions, energy consumption, and water usage to assess and reduce your environmental impact.
2. Integration
Integration allows for a seamless exchange of data between CSR reporting software and other systems. Combining financial, operational, and sustainability data can provide a more complete picture of your CSR performance and facilitate improved decision-making.
Prioritize integrations that are relevant to your CSR-related goals. For instance, businesses that have robust matching gift programs should ensure that their CSR software integrates with a nonprofit-facing matching gift platform with auto-submission capabilities, such as Double the Donation Matching. Auto-submission streamlines the process of requesting, submitting, and reporting on matching gifts. As a result, you can increase your company’s philanthropic impact in less time.
For more information on matching gift auto-submission, watch this video:
3. Automation
Prioritize automation in your search for CSR reporting software, as it can significantly streamline the reporting process, enhance data accuracy, and save valuable time and resources. This makes it easier to meet reporting deadlines and focus on strategic sustainability initiatives.
Consider investing in software that has AI-driven analytics and reporting tools that can identify trends and insights automatically, reducing the need for manual data analysis. It’s also important to seek references or testimonials from current users who can attest to the software’s automation capabilities and its effectiveness in simplifying their CSR reporting processes.
4. Scalability
As your business evolves and expands, your CSR reporting needs may increase. Scalable software can handle large data volumes, accommodate additional users, and adapt to changing reporting requirements without compromising performance or data integrity.
Start by clearly defining your current and future reporting needs. Consider factors like the number of data sources, the volume of data, the complexity of reporting, and any potential growth projections.
Then, review the software’s architecture. Scalable software should be designed to handle increased loads by distributing resources efficiently. Prioritize cloud-based solutions as they can often handle large amounts of data without significant performance degradation.
How to Make the Most of CSR Reporting Software
If CSR reporting software seems like it would be a positive investment for your organization, follow these tips to ensure that its implemented correctly.
Define Clear Objectives and Metrics
Before using CSR reporting software, define clear objectives for your reporting efforts. Determine what you want to achieve through CSR reporting, whether it’s improved transparency, compliance with reporting standards, or better stakeholder engagement.
Then, identify key performance indicators (KPIs) and metrics that are relevant to your organization’s CSR goals. These may include:
When measuring the impact of CSR initiatives, a combination of quantitative and qualitative metrics can provide a comprehensive understanding of your programs’ outcomes.
Leverage Data Visualization Tools
Most CSR reporting solutions come with data visualization tools that allow you to create visually appealing charts, graphs, and dashboards. These visuals can help stakeholders understand your performance at a glance.
Keep these tips in mind as you visualize data:
Remember that your choice of visualization techniques should align with the specific data and objectives of your CSR reporting.
Provide Comprehensive Training
Take these steps to ensure that your company’s staff members are equipped with the necessary skills and knowledge to effectively use your CSR reporting software:
Effective training is a continuous process. Regularly assess staff needs, gather feedback, and refine training materials and sessions accordingly.
A Final Note About CSR Reporting Software
As you embark on your journey toward effective CSR reporting, remember that the right software is not just a tool—it’s a strategic asset that can drive positive change and elevate your organization’s reputation in an increasingly socially conscious world. Use this foundational knowledge to guide your search and invest in the right solution for your organization.
For more information on CSR, check out these additional resources:
Creating a CSR Strategy: How to Forge a Lasting Impact
/in Learning Center, Corporate Consulting /by Adam WeingerThere are many markers of a successful business—from pulling in huge profits to maintaining highly engaged employees. To truly stand out in today’s society, however, companies must have a strong corporate social responsibility (CSR) strategy. They must demonstrate to employees, customers, and other stakeholders that they are not merely service or product providers, but upstanding corporate citizens with a duty to make the world a better place.
Ready to become a leading company in CSR? We’ll cover everything you need to know about creating an impactful CSR strategy in the following sections:
Your company’s reputation depends on not only how much you make but also how much you give. Philanthropy has become an increasing priority, with corporations donating over $21 billion to nonprofits just in the last year—a 13.4% increase from the previous year. To ensure your long-term success and sustainability, it’s time to solidify what CSR means for your company.
What is a CSR Strategy?
For starters, corporate social responsibility (CSR) refers to a company’s responsibility to operate in a way that enhances the welfare of society rather than harms it. To do so, many companies take conscious steps in areas such as accountability and environmentalism.
A company’s CSR strategy, in turn, outlines the various initiatives and programs it will undertake to improve its social impact. What do these initiatives and programs typically entail? Let’s take a look at four main categories of CSR:
Environmental Responsibility
Environmental responsibility refers to your company’s impact on the health of the environment, from its energy use to waste production. Several common activities that businesses can adopt to increase their environmental responsibility include:
Patagonia is an outstanding company in the realm of environmental responsibility, with an entire page on its website dedicated to its programs and goals. By 2025, the company aims to use only preferred materials, such as organic cotton, that are better for the environment and produce 100% eco-friendly packaging. By 2040, Patagonia aspires to reach net-zero greenhouse gas emissions across its entire value chain.
Ethical Responsibility
Ethical responsibility refers to your company’s treatment of its employees, customers, and other stakeholders. To embrace ethical responsibility, businesses can commit to the following endeavors:
Starbucks makes its dedication to ethical responsibility known on its website by including numerous documents on its policies and impact, from its Global Anti-Bribery Standard to data on its workforce diversity. Making all of this information available to stakeholders allows the company to enhance its reputation and build more trust within its communities.
Philanthropic Responsibility
Philanthropic responsibility refers to how your company contributes to making the world a better place. To boost their philanthropic responsibility, many businesses launch the following initiatives:
TOMS is a noteworthy company that excels in corporate philanthropy, investing one-third of its profits to promote grassroots good. The company partners with nonprofits to support mental health, increase access to opportunity, and end gun violence through cash grants, volunteering, and more. In the last year, TOMS has contributed $1.7 million to its focus areas and impacted 147,510 lives.
Economic Responsibility
Economic responsibility refers to how your company grounds its financial decisions in advancing social good. A few basic ways businesses can enhance their economic responsibility include:
For example, LEGO places significant emphasis on researching ways to increase its sustainability. Over the past few years, the company has collaborated with suppliers and research institutions to create LEGO bricks from more sustainable sources—testing over 300 recycled materials and even creating a prototype brick from PET plastic bottles.
Why is Developing a CSR Strategy Important?
Creating a CSR strategy for your company is not as simple as checking off a box on your to-do list. Considering all the planning and effort involved, is such an endeavor really worth it? The simple answer is yes. By designing a thoughtful CSR strategy, your company can:
Beyond these immediate benefits, a CSR strategy ultimately empowers your company to boost its impact on the world. Your efforts will provide nonprofits with critical funding to fulfill their missions, employees with a healthy and fulfilling work environment, and communities with the support they need to thrive.
How to Create Your CSR Plan
While there are many facets of a CSR strategy, building one doesn’t have to be a complicated task. Follow these eight steps to hit the ground running with your company’s strategy:
1. Set relevant CSR goals.
When building a CSR strategy, it’s important to set clear, relevant goals to maximize your results and avoid overwhelming your team. Think about any existing CSR initiatives you may have within your company. Then, review them alongside your mission and values. Do your activities align with your values? How do they relate to your company’s overarching purpose?
After reflecting on these points, consider setting goals in areas such as:
Before you can launch your strategy, you’ll need to secure support from members of your board and leadership. Be sure to emphasize the benefits of creating a CSR strategy, including how it will contribute to your business goals as a whole. Reference examples of other successful companies to serve as models for your proposed undertaking.
2. Conduct research and collect feedback.
As you develop your strategy, research relevant topics and issues that your company can have a meaningful impact on. Several frameworks exist to inform your decision-making, such as the UN’s 17 Sustainable Development Goals (SDGs), which include:
Furthermore, the International Organization for Standardization (ISO) has created a standard to guide companies in developing social responsibility programs. Combine these resources with stakeholder feedback to produce a CSR strategy tailored to your company’s goals and priorities.
To collect this information, send out surveys to your employees, customers, and other community members to learn more about how they view your current CSR standing and what causes are important to them. After all, 84% of consumers and 85% of employees agree that the more a business engages them in charitable giving decisions, the more trust they have in that business.
3. Involve employees with a workplace giving program.
A successful CSR strategy depends on the combined efforts of everyone at your company. Present your employees with direct ways to contribute by creating a workplace giving program. Some basic opportunities you can provide are:
Pave the way for additional team-building by planning volunteer days for your company to take part in. In doing so, you’ll be able to encourage more employees to join in your philanthropic initiatives and cultivate stronger relationships with their peers.
4. Partner with nonprofit organizations.
Enhance your CSR strategy by seeking out partnerships with nonprofits. With the right approach, these partnerships can turn into long-lasting, mutually beneficial relationships. Beyond organizing regular volunteer opportunities with them, you can sponsor their events in exchange for a mention in their marketing materials. Reach out to nonprofits with missions and values that align with yours to ensure that both parties get the most out of the partnership.
For instance, General Mills has been a partner of Feeding America for over 40 years. The company has supported the nonprofit through a variety of initiatives, such as charitable giving, product donations, volunteerism, and more. Since their partnership first began, General Mills has contributed a total of $37 million to advance Feeding America’s hunger relief goals.
Whirlpool, a kitchen and laundry appliance company, focuses its social responsibility on affordable housing. For 23 years, the company has collaborated with Habitat for Humanity by contributing funds, donating products, and creating support programs in 45 different countries.
Both partnerships illustrate the power of collaborating with nonprofits that share similar values and goals with your company.
5. Adopt CSR software.
Since there are many moving parts to an effective CSR strategy, you’ll need to invest in a toolkit to streamline your processes. A comprehensive CSR software solution should equip your company with features that streamline:
If you’re looking for a new CSR solution to invest in, be sure to conduct thorough research, request demos, and consider integrations that will enable your company to use its technology to the fullest. For instance, CSR providers that offer an auto-submission integration make it easier than ever before for employees to participate in your matching gifts program.
Check out this quick video to learn more about this cutting-edge feature:
As the video explains, auto-submission is an innovative tool that allows employees to automatically submit matching gift requests after they make a donation to a nonprofit. All they need to do is input their company email address, and the technology takes care of the rest—leading to more employee engagement in your workplace giving efforts and a larger impact on your community.
6. Communicate your CSR strategy with stakeholders.
Once you’ve laid a foundation for your CSR initiatives by setting goals, researching nonprofit partnerships, and equipping the tools you need to succeed, it’s time to formalize the details and share them with your stakeholders. Draft a CSR policy that explains your company’s approach to CSR, including:
Think back to your goals and stakeholder feedback to produce a policy that speaks to their most important interests, priorities, and concerns. Then, share this documentation on multiple platforms for easy access, including your website, employee portal, and social media pages.
7. Prioritize transparent reporting.
Demonstrate to employees, customers, and other community members that your CSR strategy is more than just performative by implementing thoughtful reporting procedures. By leveraging CSR reporting tools, your company can track and report on its:
Make your reports accessible to all stakeholders by producing different versions for different audiences. For instance, rather than forcing your customers to read dozens of pages regarding your CSR impact, design a summary sheet with infographics illustrating the key points of your report. In additional documents, include all the details for those who need or want to know more about your initiatives.
8. Recognize employees for their participation.
Keep your company’s employees invested in your CSR strategy by consistently recognizing them for their participation. Doing so reinforces the value of their contributions and ensures that they continue engaging with your initiatives year after year.
Several effective ways you can cultivate a culture of recognition at your workplace include:
Expressing appreciation to employees is an essential practice that benefits your company as a whole. Open up opportunities for peer-to-peer recognition and reach out on important holidays to establish a close-knit community of loyal employees.
4 Top CSR Strategy Examples
As your company embarks on its CSR journey, know that you don’t have to travel it alone. Many other businesses have taken their own endeavors to improve their impact on society and have succeeded with flying colors.
Let’s examine four exceptional examples of CSR strategies to inspire your efforts:
REI
As a consumer’s co-operative, REI’s CSR initiatives focus on improving the working conditions of its employees, the experiences of its members, the well-being of society, and the success of the company. REI’s most recent efforts include:
In the last year, REI Co-op has contributed $6.9 million to 503 nonprofit partners. Additionally, the company has engaged over 78,000 members of its community in its grassroots advocacy program, sending more than 250,000 messages to state and federal decision-makers. Stakeholders can find key data related to REI’s impact summarized in a straightforward scorecard online.
Microsoft
Microsoft is a top CSR company that focuses its strategy on four commitments:
The company allows employees to take part in its philanthropic efforts by offering matching gifts and volunteer grants in its workplace giving program. These opportunities have led to $255 million in contributions to over 32,000 nonprofits in just the past year.
HP
As another company dedicated to CSR, HP produces three separate reports based on its main pillars of focus:
These reports reveal the extent of the company’s tree-planting efforts, investment in minority- and women-owned businesses, and educational programs to promote digital literacy around the world.
Google
Google is a dominant technology company that has set ambitious goals for its CSR, including:
Furthermore, the company gives $200 million to charitable organizations every year and offers a pro bono program that empowers employees to support nonprofit technical projects full-time for up to six months.
Wrapping Up: Emerging as a Top CSR Strategy Leader
As you work on your company’s CSR strategy and continue researching other examples to learn from, remember that the path to excellent corporate citizenship takes time. Take your resources into account and start small with setting goals and launching workplace giving opportunities. Be open to collecting feedback from stakeholders, and identify ways to refine your strategy year after year.
For more information on where CSR fits into your company’s priorities and success, check out these additional resources:
9 Exciting Employee Giving Campaign Ideas & Real Examples
/in Learning Center, Fundraising Ideas, Learning Center /by Adam WeingerThanks to the growing movement toward increased corporate citizenship, combined with innovative new technology, many companies are stepping up their employee-giving game like never before.
Businesses interested in creating or improving their workplace giving programs—as well as nonprofits eager to engage donors and corporate partners in new ways—will find inspiration in these versatile employee giving campaign ideas.
This guide will cover:
Before we dive into ideas your business can use for employee giving, let’s explore the basics.
The Importance of Employee Giving
The framework of corporate social responsibility (CSR) is becoming increasingly popular across many sectors. It’s even inspiring employers to provide a variety of ways for their company to give back to the community in the form of philanthropic donations, volunteerism, and proactive policies that put people and the environment first.
Take a look at these statistics to understand the power of CSR:
A welcome shift from the “greed is good” mindset of past generations, corporate citizenship promotes commitment to sustainability both inside and outside corporate office walls.
Employee giving (also called workplace giving) is one of the most popular CSR strategies. It creates opportunities for everyone in a corporate environment to support charitable organizations and causes in a collective effort, making a much greater impact than what most individuals can do alone. From annual fundraisers and donation drives to giving days and volunteer programs, employee giving campaigns will (and should!) look different in every workplace, depending on your unique company culture and values.
However, there is one aspect of employee giving every workplace campaign should include: matching donations.
When individual employees give from their own pockets to eligible nonprofits, their companies should match those donations. Through matching gift programs, companies can double their employees’ impact on the causes they care about. This kind of support and commitment builds buy-in, signals to employees that their company is just as committed to this work as they are, and affirms that their participation is seen and celebrated.
The Benefits of Workplace Giving Campaigns
Employee giving initiatives backed by matching donations can do a whole lot of good—and not just for your nonprofit beneficiaries and the communities they serve.
A company’s public image, for example, can undoubtedly improve with well-documented charitable contributions. Plus, the tax incentives for large philanthropic gifts are nothing to shrug at. Still, it’s the impact that workplace giving campaigns have on employee morale that cannot be understated.
Generosity, science tells us, is tied to human happiness. Creating meaningful opportunities for employees to build relationships and contribute to good causes alongside their peers leads to a greater sense of belonging, stronger engagement in future activities and projects, and higher staff retention. It’s a win-win-win!
With the help of automated systems, giving can become an integral part of the culture of your workplace. Imagine an environment where giving is as much a part of your work week as logging into your email in the morning—not just once a year, but throughout! That’s achievable by implementing matching gift programs and hosting regular employee giving campaigns.
9 Employee Giving Campaign Ideas to Try Throughout the Year
We’ve gathered some of our favorite workplace giving campaign ideas you can implement year-round at your office. Plus, each idea features an example from a real nonprofit that nailed it.
Every workplace is different, so think creatively about how you can customize and adjust these ideas based on your company’s size, time constraints, interests, and areas of specialty. The possibilities are endless—just like your potential for making a positive impact in your community.
1. Prepare for winter with in-kind donations.
Winter is a particularly difficult time of year for many nonprofit beneficiaries, especially if they’re individuals experiencing homelessness or poverty. Encourage your employees to make in-kind donations, which are any non-monetary gift, to organizations that need them. This is an especially great idea for employees with tighter budgets who may not be able to justify a monetary donation.
To make the donation process easier for your employees, partner up with one or a few specific nonprofits. Ask them what donations would be most helpful to them, and then provide your employees with that list of items. Organizations might be searching for items that directly help their beneficiaries, such as canned food or winter clothing, or they might be searching for items to empower them to more effectively help their beneficiaries, such as computers, printers, or fundraising event decorations.
Real-world example: Second Helpings Atlanta is a nonprofit food rescue organization whose mission is to reduce hunger and food waste in the Metro Atlanta area. It rescues healthy, nutritious, surplus food and distributes it to those in need.
They’ve created a network with over 75 food donor organizations across Atlanta, including businesses such as Chick-Fil-A, Mercedes Benz, Pizza Hut, and Publix. These businesses work with Second Helpings Atlanta as part of their CSR and employee giving initiatives to use food for good in the local community.
2. Lean into the competitive spirit for Giving Tuesday.
Year-end is a popular time of year for nonprofit fundraising, and it all begins with Giving Tuesday. This global day of generosity happens the first Tuesday after Thanksgiving and is meant to channel the shopping madness of Black Friday and Cyber Monday toward a worthy cause instead.
A virtual peer-to-peer or team fundraising Giving Tuesday campaign is an easy and fun way to foster friendly competition as individuals or staff teams try to out-raise one another for their cause.
The secret to a successful peer-to-peer fundraiser? Keep spirits high and be a cheerleader for your fundraisers! Celebrate everyone’s hard work by shouting out teams at various times throughout the campaign and offering prizes for the teams with the most donations, the highest amount raised, or even the most team spirit.
Real-world example: For the Together Housed campaign, participants created personal or team fundraising pages to raise money over three weeks for women in Los Angeles experiencing homelessness.
This virtual effort raised over $155K for the Downtown Women’s Center and culminated in a live-streamed celebration to thank individual fundraisers and corporate sponsors.
3. Turn your holiday party into an opportunity to give back.
The holidays bring out the giving spirit in even the Grinchiest among us—especially if the food and drinks are free. If you’ve already budgeted for a staff gathering or outing for the holidays, think about adding on a party-worthy fundraising element like a silent auction to benefit a local nonprofit. This is also an excellent time to celebrate your Giving Tuesday teams or winners with silly prizes or awards!
Depending on the size of your staff, a team can volunteer to source auction items or request that everyone (CEO included) contribute an item, experience, or basket to auction off during the party.
Sourcing items can be work-intensive, so make the rest of the process easy on your team by using an online silent auction platform that partygoers can use to bid right from their smartphones. Mobile bidding also makes it easy to create a hybrid or virtual auction experience if your remote employees want to start a bidding war for a good cause.
Real-world example: The Ultimutt Auction fundraiser for the Bow Wow Buddies Foundation offered bidders a range of fun experiences and items from local businesses. To reach a wider audience and build momentum to raise more funds, the organizers had the online auction open for a week, enabling them to raise over $21K!
4. Kick off the new year with a monthly giving program.
With everyone energized by your Giving Tuesday and holiday party success (and hopefully some time off), build on this momentum to get employees excited about giving back regularly.
A great place to start is by hosting a casual “Lunch and Learn” once a month, where a guest speaker or representative from a local nonprofit gives an informal presentation about their impact and need.
The actual giving part can happen in a few different ways:
Build buy-in by providing incentives like a catered lunch for those who attend and asking staff to nominate organizations or community groups that are meaningful to them. National celebrations like Black History Month (February), Women’s History Month (March), Asian American and Pacific Islander Heritage Month (May), etc., can be a great guidepost for causes to highlight if you’re not sure where to start.
Be sure that your company’s matching gift program is set up before you begin your new monthly giving program. That way, you’ll be able to engage your employees through philanthropy and increase the impact of gifts to your local nonprofits.
Real-world example: Clothing retailer rue21’s annual giving campaign organizes staff fundraising teams by department (Marketing, Merchandising, Human Resources, and so on). Each year, they have raised more funds for their nonprofit partner organization, Foster Love Project, which serves youth in foster care.
5. Spring into volunteering.
Financial contributions aren’t the only way to make a difference in your place of work. Harness the power of your team’s talents to give back through volunteer hours or pro bono projects in partnership with a local nonprofit, school, or other community organization.
Volunteering can be skill-based work (graphic design, tutoring, or even accounting!) or just helping with whatever is needed (envelope stuffing, serving meals, or checking people in). It’s all about meeting the needs of your particular community partner.
The key to success here is to incentivize volunteering, which can happen in many ways.
Some companies, including 40% of the Fortune 500 list, give volunteer grants to employees who put in a certain number of hours, and others offer perks like additional vacation time. You can even liven things up by making it a competition to see who can give the highest number of hours by a specific date.
Real-world example: Chicago-based software company Sprout Social organized Philanthropy Week, which combined volunteering and team-based fundraising for local nonprofits.
Teams of employees chose an organization in their community, created fundraising pages, and volunteered on-site to foster deeper connections with their partners.
6. Create your own workplace giving day in May.
Aside from being a great help to nonprofits, volunteering is also one of the most effective team-building activities. Hosting a workplace giving day can empower your company to build connection and belonging amongst your staff—and contribute to a good cause at the same time.
As the weather warms up, partner with a local nonprofit that needs a lot of hands for a park cleanup, meal prep, material assembly, mural painting, or other beautification projects. Make sure everyone on your staff is able and incentivized to attend, get t-shirts made for the occasion, and cap it all off with a celebration and big group photo.
If all goes well, try to make it an annual event that employees look forward to, your nonprofit partners can plan around, and the entire community can feel proud of.
Real-world example: When pandemic restrictions made in-person activities impossible, Presence Marketing organized a virtual 5k and complementary fundraiser in partnership with a charitable foundation to help build a Kindergarten in the West African nation of Togo.
The event was so successful that they organized a second annual day of giving the following year to benefit another charity project!
7. Celebrate summer with sponsorship.
June is the start of summer and Pride Month, a great time to support organizations that serve the LGBTQ+ community. Give your coworkers a special night out together and raise some serious money by sponsoring a fun fundraising event, like a standup comedy, drag show, or a combination of the two!
Planning events is a lot of work, so if that’s not something you can take on, seek out a nonprofit partner already planning a benefit event that you can sponsor. Or enlist the help of a local venue that can help match you with a good cause. If a virtual or hybrid event can help you reach your community better, livestream it!
Real-world example: Platinum Top 50, an industry organization for real estate professionals in Texas, organized a comedy show fundraiser featuring standup and improv from some talented local realtors. In addition to ticket sales, extra donations from individuals and corporate sponsorships helped them to raise over 200% of their original goal for their hunger-fighting nonprofit partner.
8. Go virtual with a back-to-school drive.
Drives for essential items like jackets, toys, and perishable goods are popular for workplace giving campaigns for many reasons. For one, those who are making donations can immediately see the real-life impact of their gifts, which is sometimes harder to communicate with solely monetary asks.
With a virtual drive, donors can still understand exactly where their money is going and, at the same time, give the nonprofit beneficiary more oversight and flexibility to order the items they need and get them directly to the people who need them.
This campaign idea is also great for remote office teams, as virtual drives open up donations to a broader pool of people and save the time and energy it can take a team of employees to collect, organize, and transport items.
Real-world example: With several businesses participating, Teachers’ Treasures organized the Gr8 Paper Push Virtual School Supply Drive and enabled donors to select specific classroom items or just make a flat donation to the campaign.
This campaign also had an added team fundraising element. Local businesses competed with one another to raise the most, which created a lively, fun atmosphere.
9. Make a No Shave November everyone can join in on.
Movember and No Shave November, popular social challenges to see who can grow the most facial hair, were created to raise awareness and funds for men’s health and cancer prevention. Anyone can play on this idea for a good cause of their choosing—just make sure to take lots of photos!
Real-world example: For their annual Let It Grow! campaign, Vermont-based victims’ services agency Windham County Safe Place engaged teams from the police departments, hospitals, and legal groups that they work with for a light-hearted competition. Each team was encouraged to grow facial hair or rock colorful hair extensions and bright nails for the month. Inclusivity for the win!
Every participant received a special pin for joining the campaign. They created their own individual or team fundraising page, donated $25 or more, and encouraged their friends and family to help them reach their goal. The top three earners even won a special prize at the end of the competition! The novelty of this campaign drew attention to their cause from local media and helped them to raise thousands of dollars.
Additional Resources
From selling tickets and making donations to administering payroll deductions and matching contributions, automating as much of your workplace giving campaigns as possible will save you a lot of time and energy. CSR platforms can free you up to focus on what really matters—engaging your workplace community and creating meaningful ways to give back together.
Looking for more inspiration? Dive deeper into these additional resources:
Corporate Volunteerism: A Guide for Purpose-Driven Companies
/in Corporate Consulting, Learning Center /by Adam WeingerCause Marketing Examples | 14+ Effective Campaigns
/in Learning Center, Marketing Strategies /by Adam WeingerCause marketing is a great way for nonprofits and corporations to join together for a similar mission. As a result, it’s becoming a key way for corporations to express their philanthropic side while also benefiting their own bottom line.
And if you’re a business or fundraising organization looking for some of the best cause marketing examples to get inspired by, you’ve come to the right place!
In this guide, we’ll walk through several standout campaigns and the ideas that brought each one success. But first, we have to cover the basics.
What is cause marketing?
Falling under the umbrella of corporate philanthropy, cause marketing (or cause-related marketing) looks something like this:
In other words, it’s a win-win situation!
What is corporate philanthropy?
Corporate philanthropy encompasses any actions a business takes to benefit the world around them. Along with (and sometimes in tandem with) cause marketing, corporate donations through matching gift programs are another popular arm of this generosity.
When a company offers a matching gift program, it essentially pledges to match the donations their employees contribute to qualifying nonprofit organizations. Effectively functioning as a “buy one, get one free” sale on nonprofit fundraising, matching gifts allow organizations and their donors to double (and sometimes even triple!) the impact of the original donation.
How to implement smart corporate giving strategies
For nonprofits
The easiest way for nonprofits to capitalize on corporate giving programs is by investing in workplace giving automation. When you leverage an automation platform like Double the Donation, you can scale up your revenue while minimizing the operational lift required of your team.
This allows you to screen your supporter information to uncover available opportunities, trigger personalized outreach that drives participation in such programs, and track and report on corporate giving impact from start to finish.
Plus, you can even use the data collected through matching gift efforts to inform your broader corporate partnerships, such as identifying ideal prospects for which to pitch cause marketing initiatives and more.
For companies
There is also a range of corporate giving management software designed to aid companies in organizing and facilitating their end of a philanthropic partnership. These tools, also known as CSR or social impact platforms, can streamline management of initiatives like matching gifts, corporate volunteerism, annual giving campaigns, nonprofit sponsorships, cause marketing campaigns, and more.
Plus, it’s important to seek the right mission-driven partners and build strong relationships with the organizations a business chooses to support. While Double the Donation is not a corporate-facing vendor, feel free to contact us and we’d love to get you in touch with one of our CSR partners!
With that, let’s dive into some of the most inspirational examples cause marketing that we’ve seen in recent years. Take notes from these successful partnerships, and see which strategies might benefit your team.
1. Light the Night
Who are the partners?
Light the Night is an annual fundraising campaign hosted by the Leukemia & Lymphoma Society and sponsored by Danaher Corporation.
Campaign Overview
Danaher Corporation hosted a custom matching gift program in partnership with LLS as a way to give back to its community while engaging with its employees. As a part of the company’s Giving Tuesday Now campaign, the company encouraged team members to support the Leukemia & Lymphoma Society’s Light the Night fundraising walk. And in return, Danaher matched employees’ contributions dollar-for-dollar to double team members’ giving impact and grow support for the organization.
Why Their Campaign Made the List
Danaher’s support of LLS started out as a custom matching gift partnership. But since the success of their original initiative, the company decided to establish a standard matching gift program that’s open to nearly all nonprofit causes!
This inspiring cause marketing example illustrates the way that a one-off campaign can develop into a long-term, widely impactful opportunity for both the company and the organizations it supports.
The Leukemia & Lymphoma Society also boasts a complete matching gift strategy in partnership with Double the Donation’s automation platform. This empowers the team to raise even more for their cause through all sorts of corporate giving opportunities available to them.
Interested in learning more? Check out our LLS case study to see how matching gift automation brought the organization’s corporate fundraising strategy to new heights.
2. Red Kettle Campaign
Who are the partners?
The Salvation Army Southern Territory partnered with DipJar and local retailers to improve the traditional Red Kettle cause marketing campaign.
Campaign Overview
You’re probably familiar with The Salvation Army’s Red Kettle campaign, which usually takes place during the holidays. Typically, these red kettles or buckets are placed outside department stores and other shops to receive donations.
While this tried-and-true cause marketing strategy has been successful for many years, The Salvation Army realized they were missing out on a large pool of potential donors that don’t carry cash.
To improve their Red Kettle campaign, they partnered with the giving kiosk company DipJar so that they could start accepting donations via credit cards.
The branded DipJars were placed beside registers at local coffee shops and other retail partners. With these, The Salvation Army was able to gather donations from all interested donors, cash-carrying or not.
Why Their Campaign Made the List
This campaign makes our top spot because The Salvation Army saw a gap in their fundraising potential amidst a significant digital shift, and effectively provided donors with a quick and easy solution. And the companies that partnered with The Salvation Army were happy to implement the new and forward-thinking ideas!
Not to mention, online donations pair well with corporate matching gifts, and The Salvation Army Southern Territory employs Double the Donation to effectively pursue donation-match opportunities without lifting a finger!
3. Red Nose Day
Who are the partners?
This campaign was a collaboration between Red Nose Day and Walgreens.
Campaign Overview
This iconic cause marketing campaign originated in the United Kingdom and is now taking the United States by storm.
Last year, the campaign raised a record-breaking $49 million through the sale of over 12 million “red noses” at 9,000+ Walgreens stores nationwide.
The six-week campaign starts with Walgreens customers purchasing red noses and wearing them to pose for and share pictures as well as to other Red Nose Day fundraising events to spread awareness.
The proceeds from the red nose sales, and additional fundraising events orchestrated by companies and individuals during the campaign, go toward helping lift children out of poverty in the United States.
The campaign is held yearly and experiences great success.
Why Their Campaign Made the List
The Red Nose Day cause marketing campaign stands out because of its fun and playful nature. Plus, it’s so shareable. Donors want to buy a red nose (and many look forward to the campaign each year!) so that they can take pictures and share them with the hashtag #rednoseday.
4. 100% for the Planet
Who are the partners?
Patagonia organized this cause marketing campaign with various grassroots environmental organizations.
Campaign Overview
For Black Friday, Patagonia announced that they would give 100% of the day’s sales to support grassroots organizations working to protect our air, water, and soil.
To help support the planet, customers just needed to make a purchase at one of Patagonia’s many stores on Black Friday. With the help of many loyal customers as well as first-time shoppers, the company was able to raise more than $10 million in sales.
The funds were then contributed to numerous underfunded and off-the-radar nonprofits, ultimately going a long way to make a positive difference for our planet.
Why Their Campaign Made the List
Donating to the cause took no additional effort—donors just had to shop at Patagonia on Black Friday to show their support. Since all the money spent was going toward a good cause, it’s likely that many people purchased more than normal just to support the environmental organizations.
Not to mention, Patagonia demonstrates its devotion to social and environmental good all year round, too. Although the 100% For The Planet campaign was a single-day event, the company commits to contributing 1% of all sales to environmental causes. Plus, Patagonia offers up to $10,000 in matching gifts for all current employees year-round, empowering their own workforce to give back in impactful ways!
5. Promotions That Give Back
Who are the partners?
Promotions That Give Back is an ongoing partnership between the American Diabetes Association and a number of corporations that support their efforts. Contributors include WeightWatchers, Hilton HHonors, and Survey Monkey!
Campaign Overview
As a multi-faceted campaign, the ADA’s Promotions That Give Back involves several key partnerships with companies’ whose mission statements align with the organizations’ own values. Each partnership is structured in a slightly different way, though they generally all follow a ‘portion of sales’ model of cause marketing.
Why Their Campaign Made the List
This campaign stood out because of the successful collaboration between the American Diabetes Association and their range of corporate partners. Because their missions and visions align so well, each team is able to benefit greatly from the overlapping audiences reached through their ongoing cause marketing efforts.
Plus, the ADA takes a proactive approach to employee matching gift opportunities, too, using Double the Donation’s automation system to identify, tailor outreach for, follow up with, and track available corporate gifts.
6. Buy a Pair, Give a Pair
Who are the parnters?
Warby Parker partners with various healthcare and medical-related organizations, including VisionSpring.
Campaign Overview
Warby Parker uses the buy-one-give-one model to promote the company’s philanthropic side and give back to communities in need.
The premise is very simple: for every pair of glasses that Warby Parker sells, the company donates to cover the cost associated with sourcing a pair for someone who would otherwise be unable to obtain them.
In addition to the donation, their nonprofit partners train individuals in developing countries on how to give basic eye exams and sell glasses at affordable prices, thus making vision care more readily available in the long run.
Why Their Campaign Made the List
The Buy a Pair, Give a Pair campaign is so successful because of its marketing strategy and the ability to capture donors’ attention and raise awareness. And Warby Parker has pulled off one of the most well-known instances of this particular cause marketing strategy!
To market the effort, the company shares information about the program, along with beneficiary stories, on its website and other promotional materials.
7. PurposeFULL
Who are the partners?
The PurposeFULL cause marketing campaign is a collaboration between Arby’s and Share Our Strength.
Campaign Overview
Since the establishment of the program, Arby’s restaurants across the nation have raised more than $27 million for the organization Share Our Strength. Centered around four key pillars of corporate giving, the PurposeFULL program is designed to support YouthFULL, SkillFULL, ResourceFULL, and FlavorFULL efforts for social and environmental good.
PurposeFULL is a point of sale campaign, meaning that Arby’s asks for donations during the sale of an item usually through a screen prompt, sign, or a direct ask from the cashier.
The money raised through its PurposeFULL campaign each year goes to provide meals to youth in need throughout America. And it has an overall vision of eradicating childhood hunger and food insecurity!
Why Their Campaign Made the List
Because the PurposeFULL campaign lets donors know how much just $1 can contribute (up to 10 meals!), supporters are able to visualize and understand the tangible impact of their monetary donations.
Plus, Arby’s—under the Inspire Brands umbrella—gives back all year long with its generous matching gift program.
8. Soar With Reading
Who are the partners?
The Soar With Reading campaign is a partnership between JetBlue and the nonprofit organization FirstBook.
Campaign Overview
The Soar With Reading program was designed to inspire and encourage children’s imaginations.
JetBlue donates money to FirstBook to help provide books to children in low-income neighborhoods, including through free book vending machines.
Additionally, the Soar With Reading program helps provide schools and educators with diverse reading materials to promote and encourage learning among students.
Why Their Campaign Made the List
The Soar With Reading campaign is successful because the whole company is involved in supporting JetBlue’s partner organization. JetBlue employees are encouraged to volunteer with the Soar With Reading program and make a difference in children’s lives, or even donate toward the cause themselves.
And the company also offers a unique volunteer grant program in which team members are eligible to request free flight vouchers on behalf of the organizations (FirstBook and others) with which they volunteer! So not only are JetBlue employees empowered to get involved with their cause marketing partner in a hands-on way, but they’re also able to provide additional resources at no cost.
9. Arctic Home
Who are the partners?
The Arctic Home Cause Marketing Campaign was created by Coca-Cola and World Wildlife Fund.
Campaign Overview
Coca-Cola has used polar bears as their unofficial mascot for years, so it makes sense that they would partner with World Wildlife Fund to support the conservation of the polar bear and its habitat.
Thus, the Arctic Home campaign was all about building awareness and raising funds through merchandise and online fundraising.
Coca-Cola introduced Arctic Home Coke cans to raise funds and awareness for the organization. With a package code leading to an online donation form, consumers could quickly and easily make a gift to the organization. And Coca-Cola stretched these gifts even further by matching every donation its buyers made!
Why Their Campaign Made the List
By matching the $1 donations of customers who purchased an Arctic Home can, Coco-Cola financially supported and motivated its own audience to give to the World Wildlife Fund. Those small-dollar donations added up quickly, especially since they were being doubled.
Coca-Cola also matches gifts made by its employees of up to $10,000 per team member per year at a 2:1 ratio—effectively tripling its workforce’s donation impact year-round!
10. Vodka for Dog People
Who are the partners?
Tito’s Handmade Vodka and Emancipet partnered together to create the Vodka for Dog People cause marketing campaign.
Campaign Overview
Tito’s Handmade Vodka started their partnership with Emancipet to help care for dogs. And out of that relationship, with a goal to raise both money and awareness for the organization, Tito’s cause-related website, Vodka for Dog People, was born.
On the site, supporters can purchase Tito’s-branded items such as leashes, toys, and t-shirts, making it the perfect pairing of product fundraising and cause marketing.
For the Tito’s product fundraising campaign, all the proceeds from the website go to Emancipet. Meanwhile, the added benefit of fundraising through the sale of branded items means that after someone makes their purchase, they’re promoting the branded nonprofit any time they use the product.
Why Their Campaign Made the List
The Vodka for Dogs campaign uses both online and local fundraising efforts to raise money and awareness for pet care. In addition to the website, Tito’s works with bars and liquor stores to host yappy hour fundraisers for its nonprofit partner. And the company matches donations its employees make to qualifying organizations—including Emancipet and beyond!
11. Miracle Balloon
Who are the partners?
The Miracle Balloon campaign is a collaboration between Walmart and Children’s Miracle Network Hospitals.
Campaign Overview
The Miracle Balloon campaign has been an ongoing partnership between Walmart (and Sam’s Club) and Children’s Miracle Network Hospitals for years.
For six weeks of every year, Walmart employees ask for donations from customers at checkout. If donors contribute a dollar or more, they can place their names on a paper Miracle Balloon and place it on the honor wall.
Why Their Campaign Made the List
This cause marketing campaign is effective because it leverages the idea of social proof particularly well. When customers see how many donors have already supported the cause, they’ll be increasingly motivated to participate themselves.
Additionally, while most Walmart and Sam’s Club locations participate, the campaign focuses on locations near a Children’s Miracle Hospital. That way, the organization can encourage grateful patients or those with a loved one who received care at one of the hospitals to donate.
12. Dawn Saves Wildlife
Who are the partners?
The Dawn Saves Wildlife campaign is organized by Dawn Dish Soap in support of its environmental advocacy partners, International Bird Rescue and the Marine Mammal Center.
Campaign Overview
Since the inception of the campaign in 2006, Dawn Dish Soap has helped save 150,000 marine animals (and counting!) through its generous and ongoing support of the International Bird Rescue and Marine Mammal Centers. And the support the company offers takes place in a few key ways: including donating more than 50,000 bottles of its product and over $4.5 million in cash gifts.
Dawn’s donated dish soap is then used by its environmental partners in direct rescue and rehabilitation efforts of aquatic birds and mammals in need. This includes the organizations’ responses to oil spills and other wildlife emergencies!
Why Their Campaign Made the List
Over the years, Dawn’s cause marketing efforts, specifically in the realm of environmental conservation and wildlife care, has become so completely engrained into its brand. In fact, many of the company’s products now feature the wildlife it’s devoted to—including seals, ducklings, and more. This goes on to further demonstrate Dawn’s commitment to making a difference in the long-term.
13. Empower Mint
Who are the partners?
Empower Mint is a key element of Ben & Jerry’s cause marketing campaign designed to benefit the NAACP.
Campaign Overview
Ben & Jerry’s launched a limited-time ice cream flavor that was marketed as a “flavor to benefit democracy.” The campaign that went along with the treat was developed as a way to fight against a voter suppression law and aid in the restoration of the Voting Rights Act.
During the time that the flavor was offered, a portion of proceeds from each sale was donated to the NAACP.
Why Their Campaign Made the List
In addition to its punny naming conventions, Ben & Jerry’s is well-known for being a particularly opinionated brand. And the company has been willing to stand up to its beliefs by supporting a variety of nonprofit causes in order to do so. This is just one example!
14. Create-A-Pepper
Who are the partners?
The Create-A-Pepper campaign is a popular example of cause marketing organized by Chili’s Bar and Grill as a way to benefit St. Jude Children’s Research Hospital.
Campaign Overview
Held during National Childhood Cancer Awareness Month each year since 2002, Create-A-Pepper is an interactive fundraising campaign taking place at the Tex-Mex dining chain nationwide. Over the last few decades, the initiative has raised more than $100 million for St. Jude, enabling the research hospital to make great strides in its research, treatment, and support of those affected by life-threatening childhood illnesses.
Why Their Campaign Made the List
Kids and adults of all ages love the opportunity to complete a coloring sheet while waiting for their meals at a restaurant. This cause marketing campaign turns a fun and simple activity into a profitable fundraising initiative that goes to support the patients and families at St. Jude hospital.
St. Jude Hospital also makes it easy for individual donors and corporate partners to get involved in supporting their efforts. This includes a dedicated matching gifts page to promote workplace giving on an individual basis and a corporate sponsorship interest page that promotes mutually beneficial partnerships like cause marketing efforts, one-off match programs, and more!
Wrapping Up
As you can see from these examples, cause marketing is an effective way to raise both funding and awareness for a nonprofit cause. Plus, the nonprofit and the for-profit business involved receive significant benefits from the relationship.
If you’re ready to begin seeking such corporate giving initiatives for your organization, we recommend pulling ideas and inspiration from the above successes. And existing donor data—such as your supporters’ employer information and matching gift eligibility—can help you uncover and pursue the best opportunities for your team.
To learn about more nonprofit funding strategies, check out these bonus resources:
Company Spotlight: Maximizing Matching Gift Innovation with Innovative Discovery
/in Learning Center, Corporate Consulting, Company Spotlights, Matching Gift Companies, Learning Center /by Adam WeingerThe list of matching gift companies is endless—and not exclusive to one region, business size, or corporate sector. Instead, employers all over the world opt to match their employees’ charitable donations. Doing so results in elevated corporate philanthropy, team-wide engagement, and even positive brand image.
So what makes one company’s program stand out over another? There are a lot of factors that go into a top matching gift company, including donation (low) minimums and (high) maximums, open eligibility, seamless donor experiences, and more.
One that stands out in all areas is legal services company Innovative Discovery. And we’ll tell you why!
Read on to learn more about:
Ready to get started? Dive in and see what makes Innovative Discovery’s matching gift program top-tier.
What to Know About Innovative Discovery
Founded in 2005 in Arlington, Virginia, Innovative Discovery is a strategic consulting firm and legal services provider to a wide range of corporations and groups. The company partners with government agencies, construction and manufacturing businesses, energy and utility companies, financial services, healthcare and life sciences providers, and more.
Innovative Discovery employees—a combination of technologists, lawyers, and cybersecurity experts—work as strategic consultants to provide authoritative guidance throughout the litigation processes and information lifecycles. Specifically, the consulting group aims to offer unique insights into cybersecurity, data breaches, digital forensics, and high-stakes litigations to set their clients up for maximal success.
This corporation also places a significant emphasis on giving back to the communities in which they operate, including offering community service, nonprofit sponsorships, and more. Plus, they support nonprofit organizations of all shapes and sizes through their generous matching program.
Current Matching Gift Program Guidelines
Innovative Discovery employees have the opportunity to double their charitable giving impact by participating in the company’s matching initiative. Personal gifts made by Innovative Discovery team members of between $25 and $2,500 are eligible to be matched at a 1:1 rate.
Even better, nearly all nonprofits qualify for the program. This includes K-12 and higher education institutions, arts and cultural institutions, environmental nonprofits, and other registered 501(c)(3) organizations.
And the company makes it as easy as possible for employees to take part, driving participation and overall program usage with auto-submission, a new solution from Double the Donation.
Here’s a quick overview of the Innovative Discovery corporate matching gift program eligibility requirements:
Learn more about Innovative Discovery’s matching gift program guidelines here.
Standing Out With Matching Gift Auto-Submission Through Selflessly and Double the Donation
The #1 thing that makes Innovative Discovery’s matching gift program so innovative is its participation in newly developed matching gift auto-submission. By partnering with Double the Donation and corporate giving platform Selflessly, ID is streamlining the process for employees getting involved.
Enabling the solution, which recently came out of beta, significantly reduces the time and effort involved in completing a matching gift request. And it can all be done directly from a nonprofit’s website—driving more ID employees to participate. With increased program participation, more funding goes to the nonprofit causes their employees care about. Not to mention, the company itself receives elevated benefits from its corporate giving offerings. It’s a win-win-win—and it’s easier than ever before!
Here’s how the matching process works for Innovative Discovery team members using auto-submission:
Learn more about matching gift auto-submission with Double the Donation here.
Innovative Discovery’s CSR Software Partner, Selflessly
Innovative Discovery facilitates its matching gifts and other corporate giving initiatives by leveraging a CSR management software company, Selflessly. Selflessly is framed as an “all-in-one giving platform for CSR,” offering both corporate giving and volunteerism features.
Through this software solution, companies like Innovative Discovery are able to:
Recently, Selflessly was also one of the first providers to participate in the beta program for auto-submission functionality with Double the Donation, making corporate matching gifts easier than ever before.
Other Innovative Giving Initiatives
Innovative Discovery’s website shares that “the primary focus of ID’s corporate philanthropic efforts are nonprofit organizations valued by our employees.” This idea is reflected in the company’s matching gift program as well as additional team-wide efforts for various charitable causes.
This includes:
Innovative Discovery leadership has made it a point time and time again to invest in giving back to their communities. We’re excited to see what they roll out next!
Wrapping Up
Companies like Innovative Discovery are paving the way for more businesses—and the nonprofits, donors, and communities they support—to benefit from groundbreaking matching gift programs with ease. As more and more corporations roll out innovative auto-submission functionality by leveraging partnerships between corporate giving and matching gift-specific technology, the results will continue growing to new heights.
Ready to learn more about standout matching gift companies and practices? Explore other Double the Donation resources here:
What are Challenge Gifts? A Guide to High-Speed Fundraising
/in Learning Center, Fundraising Ideas, Learning Center /by Adam WeingerA thoughtful and robust fundraising strategy is key to any nonprofit’s success. As a nonprofit professional, you’re probably always on the lookout for new ideas and strategies to spice up your organization’s fundraising efforts. That’s where challenge gifts come in—when done correctly, this fundraising idea can supercharge your mission with increased gifts.
In this guide, we’ll go over the basics of challenge gifts and empower you to leverage them by covering the following topics:
Challenge gifts offer a dynamic way to elevate your nonprofit’s fundraising strategy. By leveraging the power of these incentivized donations, you can boost donor engagement, drive higher contributions, and create a sense of urgency that propels your mission forward.
Whether you’re new to this strategy or looking to refine your approach, this guide will equip you with the tools to maximize your fundraising efforts and achieve greater success.
What is a challenge gift?
A challenge gift is a donation that is contingent on another goal, usually another donation. Typically, the donor will commit to contributing a certain amount to a nonprofit if the organization or its other donors fulfill a certain goal or take an action within a certain amount of time. Only then is the donation made.
Common challenge gift goals include:
Challenge gifts are a great way for a major donor to inspire and encourage other donors to give, resulting in greater fundraising success for the nonprofit. When handled properly, these challenges can be used to secure future support and improve the sustainability of your organization.
What are the benefits of challenge gifts?
At this point, you may be thinking: Aren’t challenge gifts just donations with strings attached? Why would I want those instead of straightforward donations?
Although you might feel that way, challenge gifts bring your nonprofit a variety of game-changing benefits. Some of these include:
When it comes to boosting your fundraising and securing support, challenge gifts are a valuable opportunity for nonprofits to reliably meet their goals. While the donor dictates the terms of the challenge, the concept itself has a lot of flexibility, as it accommodates multiple types of challenges.
What are the drawbacks of challenge gifts?
We’ve already touched on the main drawback of challenge gifts—the inability to fulfill the challenge, and therefore the loss of the challenge gift funds. The most common restrictions on a challenge gift include:
Another challenge nonprofits face with these types of gifts surrounds identifying the right donor to fulfill the pledge. After all, it can be difficult to find the right individuals or companies that are willing and able to offer a meaningful challenge gift. However, with careful planning and the right tools, this process becomes much easier. By leveraging donor data, analyzing past giving history, and using tools to identify potential high-value donors, you can quickly locate the ideal candidates for challenge gift campaigns. Additionally, clear communication and compelling reasons for their involvement can motivate the right donors to step forward.
Although challenge gifts have their drawbacks, with proper planning and consideration, you can mitigate their disadvantages. While they might put your nonprofit’s fundraising and donor acquisition strategies to the test, the result will be well worth it—a large amount of funds that you can leverage to support your beneficiaries.
Acquiring Support for Challenge Gifts: 5 Tips
To help you make the most of any challenge gifts your nonprofit receives, we’ll go over five tips for acquiring support to fulfill your challenges. Let’s dive in!
1. Create a challenge gift proposal.
While some donors may make a challenge gift unprompted, it’s more likely that your nonprofit will need to specifically seek out challenge donors, much like you seek out sponsorships. To do so, you’ll want to draft a challenge gift proposal to pitch to potential donors.
As you create your proposal, be sure to:
Keep in mind that your challenge gift proposal should look different depending on which potential donor you’re trying to connect with. Just as you would segment your regular donors based on their interests and preferences, make sure to tailor your proposal based on the donor’s gift capacity and previous engagement with your nonprofit.
2. Strategically connect with challenge gift donors.
There are different types of potential donors that you can connect with to pitch challenge gifts to. When first starting, we recommend reaching out to similar types of potential donors to get a better feel of interacting with them and minimize the number of proposals you need to customize.
In general, most challenge gift donors fall into one of the following groups:
To help you narrow down the potential donors you should connect with, focus on those who have already indicated a philanthropic interest in some way. For example, businesses with existing corporate citizenship or CSR initiatives that align with your cause will be more open to aiding your nonprofit.
3. Thoroughly promote your challenge gifts.
Ensure that your challenge gifts drive the impact you desire by thoughtfully promoting them to all of your nonprofit’s supporters. Use the following marketing channels to do so:
Send communications before and during the challenge to drum up excitement and secure support. Provide all relevant details to supporters so they know how they can help. For example, if your goal is to acquire 100 first-time donors, ask your supporters to reach out to their friends and family to appeal for first-time donations. Provide templates for social media posts and emails that they can use to make their appeals easier.
Additionally, be sure to focus your messaging on urgency and speed. Emphasize the approaching deadline and don’t be afraid to send multiple messages during the challenge as reminders. To make this process more efficient, consider using a marketing tool to streamline your promotional efforts.
4. Maximize your gift impact with employee matching.
When properly planned and marketed, one of the great benefits of challenge gifts is a boost in the number of donations made during the challenge. Maximize the impact of gifts by diving into employee matching gifts.
If you’re new to matching gifts, they are a form of corporate philanthropy where employers match their employees’ donations to nonprofits. Although most match at a 1:1 ratio, particularly generous companies may match at a higher ratio, such as 2:1 or even 3:1.
This is how it works:
As around $4-7 billion of matching gift funds is estimated to go unclaimed every year, it’s clear that one of the biggest obstacles to obtaining matching gift funds is awareness.
During a donation challenge period, you’ll be sending out many communications to supporters to urge them to donate. Maximize the impact of those donations by also reminding supporters to look into their employers’ matching gift programs. With a small amount of effort from them, they’ll be able to greatly increase the funds that you raise. Plus, it won’t require them to gift more of their money!
5. Celebrate achievements and goals.
When the period set by your challenge gift has ended, be sure to celebrate all achievements and goals met with your supporters. Recognize all the donors that have given during this time and thank them for participating in the challenge. Even if you didn’t meet your goals, saying a simple thank you goes a long way toward facilitating long-lasting and fruitful relationships.
If you did meet your goals, then consider hosting a celebration! This can take the form of a donor appreciation event, where you invite all those who gave to come and have fun. Or, if your donors are spread all over the country or the globe, send gifts to them instead. These don’t have to break your budget, as they can be small trinkets or merchandise branded to your nonprofit.
Just don’t forget to celebrate the challenge gift donor, too! After all, this individual or group played a pivotal role in your success, so make sure they feel valued in your efforts. Recognize their contribution publicly and privately, whether through a personal thank-you letter, a shout-out on social media, or a special mention at your appreciation event. Highlighting their generosity not only expresses gratitude but also strengthens the relationship, making them more likely to support future campaigns.
The most important thing is to let your individual and challenge gift donors know that your success would not have been possible without them. Show your genuine gratitude so that donors are incentivized to continue supporting your mission.
Wrapping Up & Additional Resources
Challenge gifts are an incredible opportunity for your nonprofit to buckle down and meet its goals. They also incentivize increased giving from your supporters through gamification, making them a worthwhile gift to receive.
If you’re interested in learning more about nonprofit fundraising opportunities, check out the following resources: