As one of the most popular forms of corporate philanthropy, matching gifts are on the rise. This CSR tactic provides an easy way for organizations like yours to double incoming donations. However, many organizations are not taking full advantage of matching gifts—largely due to a lack of understanding (among donors and staff alike) about the prevalence of the offering and the simplicity of the matching gift process.
Though it can vary based on specific companies and organizations, the basic matching gift process follows these key steps:
Note: In this guide, we’ll dive deep into the traditional matching gift fundraising process. Keep in mind, though, that if a company was not prepared to launch a broadly accessible matching gift program or an organization sought a more personalized partnership with a business in its network, there’s another opportunity: custom matching gifts.
In the case of a custom matching gift program (also referred to as “one-off” or “unique” matching gift initiatives), a corporation commits to matching employee gifts to a single nonprofit cause. However, it’s important to note that the processes involved in establishing, marketing, and disbursing funding through these alternative programs tend to differ. If you’re looking to pursue a custom matching gift partnership, we recommend checking out our complete guide to custom matching gift programs here.
*While Double the Donation offers custom matching gift management functionality, this feature is designed specifically for fundraisers looking to manage custom matching gift initiatives—Double the Donation does not work directly with corporations. If you’re a company interested in creating a matching gift program, contact us, and we’ll share information about our corporate vendor partners.
Now, without further ado, let’s start at the beginning of the standard matching gift process.
Step 1: An individual donates to a nonprofit.
The first step in the matching gift process occurs when an individual makes a personal donation to an organization. This is a prerequisite for the gift-matching initiative, and it’s essentially what kicks off the rest of the procedure. After all, you can’t match a gift without a gift to match!
Luckily, there are tons of ways for individual donors to support their favorite causes. Depending on the companies the donors work for, different giving types may be eligible for matching gift program participation.
For example, an individual may give via a cash donation, online giving page, peer-to-peer campaign, direct mail, event contribution, and more. Meanwhile, some companies enable employees to give matchable donations through their CSR platform. And others will even match gifts of securities, such as stocks and mutual funds!
Here’s how the matching gift process can begin using an online donation form.
According to matching gift research on the topic, “The more options an employee has to give and to get their gift matched, the more likely they are to utilize available company matching opportunities.”
Step 2: Their matching gift eligibility is determined.
Unfortunately, not every donation made to a charitable organization is going to be match-eligible. Not only do donors need to work for participating companies to qualify for corporate gift matches, but the donations themselves must also meet certain criteria in order to be approved. Thus, after a donor submits their personal donation, it’s time to determine whether that gift will be matchable.
In order to do so, you’ll need to compare the recently contributed gift against the donor’s employer’s matching gift guidelines. These should include:
- Types of qualifying employees
- Types of qualifying nonprofit causes
- Minimum and maximum match amounts
- Match submission deadlines
- Matching gift ratios
Though some donors may go into the process fully aware of their matching gift eligibility status (for example, if their employer had previously promoted the opportunity to its staff), many will not know whether their company even offers such a program. That’s why more and more organizations are choosing to incorporate matching gift promotions immediately following the giving experience—including on the donation confirmation page, follow-up emails, and more.
Luckily, top matching gift tools (that include access to a comprehensive matching gift database) should provide your donors with access to employers’ matching gift guidelines as well as links to company-specific match request forms. This will enable users to determine matching gift eligibility in just a few clicks.
A quick search using a matching gift database tool can provide detailed eligibility data.
Step 3: The individual submits a matching gift request.
Each matching gift an organization receives is the direct result of a matching gift request from a donor to their employer. And though the online submission process can vary by company, the traditional request process typically involves the following steps:
1. An employee logs into the company’s matching gift submission website.
While some employers develop their own matching gift submission process internally, most contract behind-the-scenes facilitation of the program to a matching gift program provider designed specifically for the purpose. Those companies are typically provided with an online portal through which they manage their employer matching gifts programming.
For donors looking to submit their matching gift requests, the first step is to log into their employers’ online portal with their unique username and password. (Hint: Those with difficulty logging in may have access to support assistance through the management provider!)
2. The employee searches for the nonprofit they donated to.
Once logged into their employers’ giving portal, the employer/donor should be prompted to locate the organization to which they gave from within an online database. For example, an individual may be asked to provide the nonprofit’s:
- City
- State
- Country
- Zip code
- Name (or keywords)
- Tax ID number (EIN)
While a donor may not have all of the above information, entering as much of the data as possible will increase the likelihood that they’re able to select the correct organization in the following step.
Top tip! For this reason, we recommend providing your donors with easy access to your organization’s contact information and other essential details, so they have everything they need to submit their matching gift requests.
3. The employee selects the correct nonprofit from the search results.
After an employee provides the requested information about the organization they donated to, the matching gift management platform compares data against thousands of nonprofits in the system. Typically, a number of organizations meeting the search criteria are then compiled, and the employee is encouraged to select the correct listing with which to complete their request.
If the organization is not found, the individual is typically able to add a new organization by manually entering the nonprofit’s information—such as their mailing address and tax ID number—to submit their match request.
4. The employee registers their donation.
After selecting the correct organization from the provided list, the employee donor is then able to provide details about their most recent donation to the nonprofit. Information requested will typically include:
- Payment type
- Donation amount
- Donation currency
- Date of payment
- Match amount requested (as calculated using the company’s predetermined matching ratio and maximum match amount)
- Optional anonymity or memorial status
- Optional donation program designation
Ultimately, this data will be reviewed by the donor’s employer (or matching gift management provider) to ensure the donation meets the company’s matching gift eligibility criteria.
5. The employee submits their matching gift request.
This final step is the simplest of them all!
After providing detailed information about their nonprofit donation, the donor is asked to review the information for accuracy and submit their gift request to the company for processing and review.
However, Double the Donation has recently rolled out an all-new streamlined way for donors to submit their matching gift requests with matching gift auto-submission.
NEW! Matching Gift Auto-Submission with Double the Donation
With newly out-of-beta auto-submission functionality, Double the Donation enables donors to bypass steps 1-5 highlighted above and complete their matching gift request more quickly than ever before. And it can all be done directly from an organization’s gift confirmation page!
Here’s how it works: During the giving process, donors are prompted to enter their employers’ names as usual. If an individual works for a company that has auto-submission enabled through their corporate giving platform, they are flagged as auto-submission-eligible.
Once they are redirected to their thank-you screen, the individual is prompted to enter their corporate email address (or potentially another piece of information to verify their identity) and authorize Double the Donation to submit the match request on their behalf.
From there, Double the Donation processes the matching gift request behind the scenes, passing data pertaining to the initial gift along to the CSR platform used by the individual’s employer to review the submission.
Step 4: The employer reviews and verifies the match request.
At this point, the donor will have completed their portion of the matching gift process—and the rest will fall on the nonprofit receiving funds and the company contributing funds, respectively.
Now, the employer will typically review the employee’s matching gift request and ultimately determine whether to approve the matching donation. One of the key stages in this process involves the matching company ensuring that the initial donation was actually made. Otherwise, they won’t want to match a nonexistent donation!
While some companies manually verify each donation, many utilize gift receipts as proof of an individual’s personal contribution. In this scenario, the company will simply analyze the provided donation receipt and matching gift request to ensure the donation meets the company’s matching gift standards. If so, the donation match will be approved.
A gift receipt, like this, may function as proof of an individual’s personal contribution.
In other cases, however, the organization’s team will be responsible for verifying that the original donation was made as reported to the donor’s employer. When this occurs, the nonprofit will be required to attest to the validity of the original donation in order for the company to issue its matching gift.
(Tip: if you do get a request for donation verification, see to it as quickly as possible to avoid unnecessary delays in the matching gift disbursement process!)
Step 5: The employer matches the donation.
Once the original donation is verified and approved, the actual disbursement process is triggered. As a result, the company offering the matching gift will issue its corporate donation in the amount offered by its matching program (typically at a dollar-for-dollar rate of the employee’s initial gift, but depending on the preset matching gift ratio).
Here are a few things for organizations to consider when it comes to this step in the matching gift process:
Disbursement schedules
Different companies have different disbursement schedules, so it may take a while for companies to process the verification and issue the check. Many businesses opt for a monthly distribution, but more information about a specific company’s timeline can often be found online or by using a matching gift program database.
Grouped donation matches
If a company receives multiple matching gift requests from multiple employees to the same nonprofit, they may decide to combine the matches together in a single donation.
For example, let’s say Ashley requested a donation match for $100 and John requested a match for $500, both to the Cat Rescue Club. Ashley and John’s employer, the Home Depot, may provide the Cat Rescue Club with one check worth $600 rather than two separate donations.
Here’s what a corporate matching gift may look like, once disbursed.
Bonus Step: The nonprofit thanks its donors!
Though this final step is not technically required for organizations looking to increase corporate revenue with donation-matching, recognizing donors for their participation is a critical component of an optimized matching gift process.
Consider this sample recognition message, which reads:
“Dear Jenny,
Thank you for your generous support of Cat Rescue Club.
We are pleased to inform you that we have just received a corporate matching gift as a result of your recent contribution. We appreciate the time you took to initiate the matching gift process.
Cat Rescue Club greatly appreciates your continuous support.
Sincerely,
Matching Gifts Manager
Cat Rescue Club”
Here’s an example of an effective matching gift recognition.
Following up after receiving a match enables your team to close the loop that may otherwise be left open. If a donor is never made aware that their match request was successful, they’re not likely to participate in a matching program again in the future. When you confirm the completion of the match, however, you leave a positive impression of both your organization and the matching gift process for donors to hold onto.
Not to mention, sending out a thank-you message after collecting a matching donation allows you to communicate your appreciation of the donor and their support. Once again, feel free to remind the individual of the increased impact that their matching gift has brought to your cause.
Matching gifts can seem like an immense task for nonprofits and donors who are unfamiliar with the programs and all they entail. When you take a closer look at what’s really involved, however, getting your donations matched is entirely doable—some might even say easy!
Just remember, equipping your team with the right tools for the job is essential, especially for those looking to further streamline and simplify the matching gift process from start to finish.
Interested in learning more about the matching gift process and other strategic corporate fundraising opportunities? Check out our other educational resources:
Nonprofit Basics: Read-a-thon Fundraisers
/in Nonprofit Basics /by Adam WeingerSchools require a variety of educational resources and tools to perform their daily operations. Because of this, many schools host fundraisers to ensure that all costs are covered and that students have the best materials possible for their education. Schools need to be creative to find the best fundraisers that are both effective and fun for their students.
What is a read-a-thon?
In the search for a fundraiser that’s both helpful to students and engaging, many schools decide that read-a-thons are the perfect answer. A read-a-thon is an educational fundraiser where schools raise money by encouraging students to read.
With minimal effort and setup needed from the school itself, read-a-thons simply require that sponsors donate money to your school for every increment (every 30 minutes, for example) that a student reads.
These fundraisers not only encourage literacy but also are a great way for donors to encourage learning. Their donations will inspire students to read while also allowing schools to purchase supplies or start projects to better students’ overall education.
While read-a-thon fundraisers are especially popular for elementary schools, they can be adapted for other ages as well. For example, read-a-thons work well for middle schools, where students can receive donations for doing their homework or in-class activities—which often require some form of independent reading, anyway. Plus, read-a-thons can inspire older students to foster a sense of independence, as they might take on the responsibility of logging hours on their own.
How does a read-a-thon fundraiser work?
Once you’ve decided that a read-a-thon is a perfect option for your school’s next fundraiser, you’ll want to get set up as efficiently as possible. Use an online fundraising platform to easily accept donations and keep track of students’ progress. Then, once students begin reading, follow these steps:
1. Students log their reading hours
Students can read any time—during class, at home, throughout the year—and count these hours toward the read-a-thon. Whenever and wherever students read, they’ll track their hours in your online platform.
2. Friends and family donate to sponsor their reading
Each student will create their own fundraising page they can share with friends and family, who can agree to sponsor student participation. Then, these donors give money based on how much time that student spent reading, and the funds go to your school.
3. Students earn prizes
Your school is not the only one who can receive benefits from a read-a-thon fundraiser— students earn a percentage of dollars raised, which can be redeemed for prizes. Prizes serve as another incentive for students to read and participate, and the more engaging the prizes are, the more participation your school will see. Read-A-Thon’s school fundraiser prizes range from cost-effective prizes, such as fidget toys and books, to high-value prizes, such as a classroom pizza party or gift cards.
If you’re looking for a more unique prize, here are some ideas you can try:
Other Resources to Explore
Nonprofit Basics – Learn more nonprofit management essentials by exploring other expert resources.
10 Best Library Fundraisers to Raise More – Looking for fundraisers that specifically benefit your school’s library? Read on to learn about other fundraisers to improve literacy and engagement at your school.
110+ Incredible School Fundraising Ideas – Check out this guide for other fun and effective fundraising ideas to take advantage of at your school.
Nonprofit Basics: Candy Bar Fundraiser
/in Nonprofit Basics /by Adam WeingerProduct fundraisers are a common way for schools and smaller organizations to raise the money they need to run smoothly. This type of fundraiser allows schools and organizations to raise money and provide their supporters with a tangible item, such as a candy bar or popcorn, in exchange for the donation they make.
Selling candy bars, in particular, is an effective school fundraising idea, because students love chocolate. Students can sell candy bars at any time—at sports games, after-school programs, in between classes, or even during lunch!
What is a candy bar fundraiser?
A candy bar fundraiser is a fundraising campaign where a school or organization sells candy bars to the community to raise money. It is a popular choice for sports teams, schools, and even churches due to its convenience.
Candy bars can be bought in bulk at a low price from a product fundraising partner, then sold by students or volunteers. These fundraisers are a great way to keep your investment costs low and your profit high.
How do you start a candy bar fundraiser?
Product fundraisers are perfect fundraisers for schools because they are fairly easy to organize and promote student involvement. Whether you start it online, in person, or using a hybrid format, the main objective is to sell a product in return for a donation.
Follow these steps to launch your next candy bar fundraiser:
Students or volunteers can sell door-to-door, at events, or online by sharing your fundraising page. Run the campaign for a few weeks, then collect the money you’ve raised and thank your volunteers.
Candy bar fundraiser tips
When it comes to having a successful fundraiser, planning is not the only element involved. You also want to think about additional factors that can help strengthen the potential of your current efforts.
Consider the following options to maximize the effectiveness of your next candy bar fundraiser:
Tailor your product fundraiser to your organization’s unique needs and goals using these tips, and you’ll be set up for success!
Other Resources to Explore
Nonprofit Basics – Learn more nonprofit management essentials by exploring other expert resources.
110+ Incredible School Fundraising Ideas – Choose your next school fundraiser from a variety of ideas.
Unique (And Easy!) Fundraising Ideas – Look over hundreds of fundraising ideas to choose what your next fundraiser will be.
Nonprofit Basics: Text donations
/in Nonprofit Basics /by Adam WeingerText donations offer supporters a convenient, simple way to donate, fueling your nonprofit’s fundraising growth and taking your mission to the next level. Explore how you can supplement your existing fundraising efforts by tapping into the power of text-to-give.
What are text donations?
Text donations are monetary contributions that donors give to your organization through text-to-give. In a text-to-give fundraising campaign, nonprofits send supporters donation appeals with a link to their mobile-friendly donation page, allowing donors to easily give from their phones.
There are many benefits to text-to-donate:
Text donations offer another revenue stream for your nonprofit, allowing you to more effectively use your fundraising budget and focus on long-term goals. However, your text fundraising campaign won’t be successful if you don’t put time and energy into creating a text messaging strategy tailored to your nonprofit. Read on to see how you can kickstart your campaign.
How does a text donation campaign work?
Let’s break down how a text-to-give campaign works:
Do your research to find a text messaging provider that will support you throughout the entire process. In addition to giving your organization a comprehensive toolkit, your provider should help you stay compliant with the Telephone Communication Protection Act (TCPA) so you can avoid paying any unnecessary fees.
How can my nonprofit increase text donations?
To help your organization exceed your fundraising goals, use these best practices.
Create compelling text message appeals.
Your donation appeals should explain why you’re raising money and how donors can be the hero in your cause. Use a strong call to action in each text message that outlines the specific next action donors should take and challenges them to take it.
Emotional imagery can also strengthen supporters’ connection to your cause, so consider sharing visuals of your nonprofit’s beneficiaries or volunteers hard at work completing a project made possible because of donor support.
Personalize your text messages.
Leverage segmentation tools to send supporters highly relevant messages. For example, segment your contact list based on donation frequency, recency, and amount so your donation appeals are pertinent to recipients’ past involvement in your organization.
Additionally, use automation to text supporters with their first names, as this can create a more authentic messaging experience. Messages that are specific and relevant to the recipients increase the likelihood that they’ll complete your request.
Diversify your texts beyond donation appeals.
Refrain from only sending your supporters donation appeals, as this can lead to burnout and frustration. Connect with donors throughout the year by updating supporters on your fundraising progress, recent projects, and other news related to your mission. You’ll also want to thank donors after they give and explain the impact of their contribution.
Determine the frequency of your text messages
Pay attention to unsubscribe rate, open rate, click-through rate, and donor conversion rate to understand donor behavior. These data points can inform the frequency with which you text donors, helping you optimize your text donation campaign strategy.
Avoid sending messages too often, as this can quickly overwhelm donors and cause them to abandon your text messaging campaign altogether. On the other hand, sending messages too infrequently can cause supporters to become disengaged. Experiment with different schedules and use your text messaging platform to generate real-time data reports for each message so you can modify your campaign as needed to promote more engagement.
Text donations are an easy way for your nonprofit to skyrocket its fundraising potential. To optimize your campaign, make sure you work with a leading text-to-donate provider so you can send off text messages with ease and encourage donors to give.
Other Resources to Explore
Nonprofit Basics – Learn more nonprofit management essentials by exploring other expert resources.
Higher Education Texting: 8 Tips to Boost Alumni Fundraising – Explore these examples of alumni text donation appeals.
A Complete Guide to Nonprofit Text Messaging Campaigns – Compare nonprofit text messaging platforms and learn more about the benefits of text donations.
Nonprofit Basics: Nonprofit Marketing Plan
/in Nonprofit Basics /by Adam WeingerWhile marketing is typically associated with for-profit companies, nonprofits have just as much to gain from having a strong marketing strategy. After all, spreading the word about your cause is essentially marketing your nonprofit as a thought leader and service provider in your community. Marketing also attracts prospective donors and opens the door to developing a relationship with them.
That being said, optimizing your marketing campaign is essential to expand your organization’s reach, and you need a solid plan to do so. Using a nonprofit marketing plan provides a source of truth for your staff and eliminates the guesswork when it comes to executing campaigns. If you’re new to marketing and aren’t sure where to begin, we’ll walk you through the basics of crafting a winning nonprofit marketing plan.
What is a nonprofit marketing plan?
According to Fifty & Fifty, a nonprofit marketing plan is a document that denotes your nonprofit’s marketing and outreach strategies. Your nonprofit marketing plan can encompass a specific campaign or general initiatives to promote your organization and its programs. Whenever you have an idea for a marketing campaign in mind, you should thoroughly plan it out with a nonprofit marketing plan.
What makes nonprofit marketing different from for-profit marketing?
Essentially, marketing for all organizations has a common purpose: attracting attention to your products or services. The main difference for nonprofit marketing is that your marketing should be purely mission-oriented and focus on your charitable activities. A good way to integrate your purpose is by featuring your beneficiaries in your marketing materials and highlighting how the campaign will improve their quality of life.
What are the components of a nonprofit marketing plan?
There are numerous sections that you should include in your nonprofit marketing plan, such as:
Goals
Answer the following questions that help guide your thinking for setting goals:
Based on your answers to these questions, you can decide which key performance indicators (KPIs) you’ll use to gauge your performance. For instance, your KPIs might be to boost donations or signups for your fundraising event. Ensure you have the infrastructure to track this data so you can determine how successful you were.
Audience research debrief
Effective marketers must have a clear understanding of their target audience’s psyche. In order to analyze your audience’s motivation, priorities, and attitudes, consider conducting audience research. This involves gathering a focus group of people that has similar demographics or interests as your target audience and gauging their responses to your marketing materials. You might use a focus group to decide which branding is more appealing or which communication channel they prefer to use.
If you conduct audience research, include your findings in your nonprofit marketing plan and how the data will impact your strategy.
SWOT analysis
A SWOT, or strengths, weaknesses, opportunities, and threats analysis, is a method of identifying growth opportunities and potential challenges for your nonprofit. Tailor your strategy to complement your strengths and improve upon your weaknesses. Furthermore, identify any marketing opportunities to pursue and threats to prepare for. Outline your findings in your nonprofit marketing plan and how they shape your strategy.
Marketing channels
One of the most important parts of your nonprofit marketing plan is where you delineate which channels you will use to spread your message. You can market your campaign via:
Use your focus group to determine which marketing channels have the most potential for your audience. Then, leverage these channels to engage your supporters and gain more visibility.
Projected timeline
Next, ensure that your nonprofit marketing plan has a calendar for your campaign rollout. Include which channels you’ll use at what time and the frequency of messaging. For example, you might choose to send email appeals out before posting your marketing content on social media. Include your intended dates and be as specific as possible (exact dates are preferable).
Campaign reflection
Once the campaign has finished, your work isn’t done yet! Take time to reflect on your nonprofit marketing efforts and examine if you’ve achieved your goals. Make note of any successful tactics that you’d like to use in the future and which strategies missed the mark. Also, examine if you satisfied your goals by analyzing your KPI data. This will help you set new objectives for the future.
Other Resources to Explore
Nonprofit Basics – Learn more about nonprofit management essentials by exploring other expert resources.
A Guide to Nonprofit Marketing – Learn more about the ins and outs of nonprofit marketing in this ultimate guide.
Nonprofit Marketing Agency: Share Your “Why” – Looking for help launching your marketing efforts? Check out this guide to nonprofit marketing agencies.
Nonprofit Basics: Fundraising Strategy
/in Nonprofit Basics /by Adam WeingerYour nonprofit needs a strong fundraising strategy to drive revenue and deepen your impact. By clearly outlining your goals and creating a coherent map for the future, you can tailor your fundraising approach to your nonprofit’s unique needs, goals, and audience.
What is a Fundraising Strategy?
According to Aly Sterling Philanthropy, a fundraising strategy is a blueprint made specifically to guide your fundraising approach. To effectively raise money and cultivate donor relationships, it’s essential that you create a comprehensive fundraising strategy.
A concrete fundraising strategy can help your nonprofit in the following key ways:
A fundraising strategy involves multiple moving parts, so it’s important that you tap several nonprofit volunteers and staff to work together and develop a plan tailored to the unique state of your nonprofit.
How to Build a Fundraising Strategy
Let’s take a closer look at how your organization can revamp its existing fundraising strategy or develop a brand new roadmap for fundraising success.
1. Reflect on your existing fundraising strategy.
Look at previous fundraising efforts and their outcomes, focusing on metrics like donor retention rate and total amount raised. What did your organization do well? Where do you have room for improvement?
If your nonprofit has grown since you last revisited your fundraising strategy, evaluate how your strategy should change to work for a larger organization. Working with a fundraising consultant is a great way to determine your organization’s needs and establish a plan.
2. Create concrete fundraising goals and a gift range chart.
A fundraising goal defines the amount of money your nonprofit seeks to raise during a specific initiative or throughout the year. Analyze previous fundraising data or conduct a feasibility study if you’re proposing a capital campaign to create your goals.
Use a gift range chart to assess the viability of your goals. A gift range chart outlines gift amount, number of gifts, number of prospects, and cumulative gift totals.
3. Identify donor prospects.
Conduct prospect research to determine which prospective donors have the most giving potential and are most likely to give to your organization. After determining which donors you’d like to focus on stewarding, you can begin allocating your resources towards different donor segments accordingly.
4. Clean your database.
Clean donor data is essential to stewarding strong relationships. Ensure that your donor database is updated with accurate contact information for your donors and remove duplicate entries. Good data hygiene allows you to customize donor outreach and marketing efforts.
5. Develop a strong case for support.
A case for support outlines your fundraising goals, how you’ll achieve them, and what you plan to do with the money you raise. Articulating what you’ll do once you achieve your fundraising goal is crucial to communicating the value of supporting your organization to potential donors.
Incorporate your case for support into your donor outreach strategy. When writing donation request letters, explain the specific ways a donation will support your nonprofit’s work.
6. Build an action plan.
Based on the information you gathered previously, create an actionable list of steps. Your team can follow these steps to achieve your fundraising goals. These might include donor cultivation efforts, fundraising campaigns, or corporate partnership initiatives.
Your plan should be detailed, including who is responsible for each activity, the estimated cost, and how you’ll measure success.
7. Strengthen your internal operations.
Everyone at your organization should understand how their work relates to your fundraising strategy. Leadership should delegate tasks, establish priorities, and support staff in adhering to goal timelines. Open channels of communication within your organization support strong internal operations.
8. Optimize your marketing strategy.
Reach supporters with an impactful nonprofit marketing strategy. Consider a multichannel approach, incorporating social media, direct mail, and other platforms in order to reach more potential supporters. Customize your messaging on each platform to target specific audiences, but make sure your branding is consistent across channels.
9. Engage and build relationships with donors.
Retaining existing donors is a cost-effective way to fundraise. Continue building relationships with your current donors by updating them on your fundraising progress and thanking them for their contributions. For instance, consider sending heartfelt letters and acknowledging supporters on a donor recognition wall.
10. Determine how you’ll measure success.
Tracking key performance indicators allows your organization to quantify the success of different initiatives and organizational growth over time. Choose metrics closely related to your goals.
You might measure event attendance, donor retention percentage, or donor acquisition rate. Over time, these data points allow you to see what works well for your nonprofit and where you should change your strategy.
An effective fundraising strategy helps your organization lead successful fundraising campaigns and develop a sustainable stream of revenue. By clearly outlining your goals and how you’ll achieve them, your nonprofit will be well-prepared to maximize donor support, even in the most turbulent of fundraising landscapes.
Other Resources to Explore
Nonprofit Basics – Learn more nonprofit management essentials by exploring other expert resources.
How to Start a Fundraiser – Discover effective strategies for planning your next fundraiser and driving amazing fundraising results.
The Complete Guide to Nonprofit Strategic Planning – With a strong strategic plan, your nonprofit will have a strong sense of what it needs to accomplish to advance its mission. Explore the basics of crafting a powerful nonprofit strategic plan for the future.
Matching Gift Eligibility: Which Nonprofits Qualify?
/in Learning Center, Learning Center /by Adam WeingerAs a nonprofit professional, you likely know that matching gifts can increase the impact of donations to your organization. However, not all nonprofits are eligible to participate in matching gifts programs.
To maximize your nonprofit’s matching gift revenue, you need to know where your organization stands in terms of eligibility. To gain a better understanding of common nonprofit eligibility standards, let’s take a look at the following:
Ready to learn about typical nonprofit eligibility standards to boost your matching gift potential? Let’s get started!
Matching Gift Eligibility: A Consideration
When it comes to matching gift eligibility, what matters most is taking a close look at the programs and campaigns offered by your donors’ employers. Since matching gift standards vary from company to company, there aren’t universal guidelines. In other words, you cannot know your eligibility for all matching gift programs (unless you enlist the help of a matching gift database).
Although there’s no way to know for certain if your organization is match-eligible for all of your donors’ employee matching gifts programs, you can get a good grasp of your situation by understanding common criteria.
Types of Nonprofits Eligible for Matching Gifts
Corporate giving programs match the donations employees make to various types of nonprofits. For U.S.-based companies, the nonprofits are usually required to be 501(c)(3) organizations. Not only does this designation mean that an organization is exempt from federal income tax, but it also means that donors who make gifts can deduct those gifts from their taxes.
When reviewing a company’s matching gift guidelines, you may come across a list that outright states what types of nonprofits an employer will match donations to. Organizations that are most commonly eligible for matching gifts include:
Most companies with matching gift programs will match employee donations to an organization that fits into one of the above categories, while others are more selective. Generally, companies choose specific causes to support because they align with their corporate social responsibility (CSR) initiatives or the causes that best reflect the company’s interests.
For example, ExxonMobil focuses its matching gift efforts on two types of nonprofits: the “Educational Matching Gift Program” and the “Cultural Matching Gift Program.” While the maximum match amount for cultural organizations is $2,000, the maximum match amount for educational institutions is $22,500. This shows where this company’s main philanthropy interest lies: in education.
In other cases, employers may be unspecific about the types of nonprofits they match gifts to and handle it on a case-by-case basis. Regardless of the situation, it falls on nonprofits to determine their eligibility status with various local employers.
Types of Nonprofits Not Eligible for Matching Gifts
While most 501(c)(3) organizations and educational nonprofits are eligible for matching gifts from a vast array of companies, companies do place restrictions on the organizations they will match for. Usually, these restrictions help them direct their giving budget to organizations that align with both their views and their employees’ views. However, note that corporations do make religious and political donations—they simply exempt them from matching gift programs to promote equity among employee beliefs.
Common organizations that are not eligible for matching gifts include:
Although restrictions for these groups are common, there are some exceptions. For example, service-oriented community outreach programs offered by religious or political organizations, such as food banks and homeless shelters, are sometimes eligible for matching gifts.
Matching Gift Eligibility for Employees
Aside from considering whether your organization is eligible for most types of matching gift programs, you should also take into account eligibility requirements for employees to guide your matching gifts marketing strategy.
Employees Eligible for Matching
Some companies place restrictions on which employees are eligible for matching gifts. These limitations usually depend on one of the following:
Target your promotional efforts toward individuals who are the most likely to be eligible for matching gifts. You’ll not only increase your conversion rates but also avoid frustrating supporters who aren’t eligible for matching gifts.
For example, if many of your donors work at Acuity Brands, you may be tempted to send them emails appealing for matching gifts. However, once you know that this business only matches donations from directors and executives, it’s clear this is not the best strategy. Instead, engage relevant employees in other ways, such as with volunteer grants or event invitations.
Common Matching Gift Program Rules
Aside from employee eligibility, your nonprofit should also pay attention to the following common matching gift guidelines:
As you research matching gift guidelines, take a good look at the employers many of your donors share. By doing so, you’ll gain a better understanding of their programs and provide more specific advice to match eligible donors.
How Matching Gift Software Can Help
When properly handled, matching gifts can bring in substantial revenue without placing additional financial obligations on donors. However, determining your nonprofit’s eligibility and staying up-to-date on your employers’ guidelines is a long, arduous process. That’s where a matching gift database comes in handy, regardless of your nonprofit’s size or mission!
If you’re looking to invest in a matching gift database, check out Double the Donation’s industry-leading solution. With data on more than 20,000 companies, it’s the most comprehensive source of matching gift forms and instructions. Here’s how it works:
If you’re interested in learning more about Double the Donation and their matching gift automation software, check out this quick summary video:
Additional Resources
By learning about typical requirements and restrictions on matching gift programs, you’ll be more prepared to leverage these workplace giving initiatives to boost your nonprofit’s fundraising. Keep in mind that there’s no hard and fast rule when it comes to matching gifts eligibility, and there are bound to be exceptions to general guidelines.
If you’re interested in learning more about matching gifts, check out the following resources:
Matching Gift Process | A Complete Step-by-Step Guide
/in Fundraising Ideas, Learning Center /by Adam WeingerAs one of the most popular forms of corporate philanthropy, matching gifts are on the rise. This CSR tactic provides an easy way for organizations like yours to double incoming donations. However, many organizations are not taking full advantage of matching gifts—largely due to a lack of understanding (among donors and staff alike) about the prevalence of the offering and the simplicity of the matching gift process.
Though it can vary based on specific companies and organizations, the basic matching gift process follows these key steps:
Now, without further ado, let’s start at the beginning of the standard matching gift process.
Step 1: An individual donates to a nonprofit.
The first step in the matching gift process occurs when an individual makes a personal donation to an organization. This is a prerequisite for the gift-matching initiative, and it’s essentially what kicks off the rest of the procedure. After all, you can’t match a gift without a gift to match!
Luckily, there are tons of ways for individual donors to support their favorite causes. Depending on the companies the donors work for, different giving types may be eligible for matching gift program participation.
For example, an individual may give via a cash donation, online giving page, peer-to-peer campaign, direct mail, event contribution, and more. Meanwhile, some companies enable employees to give matchable donations through their CSR platform. And others will even match gifts of securities, such as stocks and mutual funds!
Here’s how the matching gift process can begin using an online donation form.
According to matching gift research on the topic, “The more options an employee has to give and to get their gift matched, the more likely they are to utilize available company matching opportunities.”
Step 2: Their matching gift eligibility is determined.
Unfortunately, not every donation made to a charitable organization is going to be match-eligible. Not only do donors need to work for participating companies to qualify for corporate gift matches, but the donations themselves must also meet certain criteria in order to be approved. Thus, after a donor submits their personal donation, it’s time to determine whether that gift will be matchable.
In order to do so, you’ll need to compare the recently contributed gift against the donor’s employer’s matching gift guidelines. These should include:
Though some donors may go into the process fully aware of their matching gift eligibility status (for example, if their employer had previously promoted the opportunity to its staff), many will not know whether their company even offers such a program. That’s why more and more organizations are choosing to incorporate matching gift promotions immediately following the giving experience—including on the donation confirmation page, follow-up emails, and more.
Luckily, top matching gift tools (that include access to a comprehensive matching gift database) should provide your donors with access to employers’ matching gift guidelines as well as links to company-specific match request forms. This will enable users to determine matching gift eligibility in just a few clicks.
A quick search using a matching gift database tool can provide detailed eligibility data.
Step 3: The individual submits a matching gift request.
Each matching gift an organization receives is the direct result of a matching gift request from a donor to their employer. And though the online submission process can vary by company, the traditional request process typically involves the following steps:
1. An employee logs into the company’s matching gift submission website.
While some employers develop their own matching gift submission process internally, most contract behind-the-scenes facilitation of the program to a matching gift program provider designed specifically for the purpose. Those companies are typically provided with an online portal through which they manage their employer matching gifts programming.
For donors looking to submit their matching gift requests, the first step is to log into their employers’ online portal with their unique username and password. (Hint: Those with difficulty logging in may have access to support assistance through the management provider!)
2. The employee searches for the nonprofit they donated to.
Once logged into their employers’ giving portal, the employer/donor should be prompted to locate the organization to which they gave from within an online database. For example, an individual may be asked to provide the nonprofit’s:
While a donor may not have all of the above information, entering as much of the data as possible will increase the likelihood that they’re able to select the correct organization in the following step.
Top tip! For this reason, we recommend providing your donors with easy access to your organization’s contact information and other essential details, so they have everything they need to submit their matching gift requests.
3. The employee selects the correct nonprofit from the search results.
After an employee provides the requested information about the organization they donated to, the matching gift management platform compares data against thousands of nonprofits in the system. Typically, a number of organizations meeting the search criteria are then compiled, and the employee is encouraged to select the correct listing with which to complete their request.
If the organization is not found, the individual is typically able to add a new organization by manually entering the nonprofit’s information—such as their mailing address and tax ID number—to submit their match request.
4. The employee registers their donation.
After selecting the correct organization from the provided list, the employee donor is then able to provide details about their most recent donation to the nonprofit. Information requested will typically include:
Ultimately, this data will be reviewed by the donor’s employer (or matching gift management provider) to ensure the donation meets the company’s matching gift eligibility criteria.
5. The employee submits their matching gift request.
This final step is the simplest of them all!
After providing detailed information about their nonprofit donation, the donor is asked to review the information for accuracy and submit their gift request to the company for processing and review.
However, Double the Donation has recently rolled out an all-new streamlined way for donors to submit their matching gift requests with matching gift auto-submission.
NEW! Matching Gift Auto-Submission with Double the Donation
With newly out-of-beta auto-submission functionality, Double the Donation enables donors to bypass steps 1-5 highlighted above and complete their matching gift request more quickly than ever before. And it can all be done directly from an organization’s gift confirmation page!
Here’s how it works: During the giving process, donors are prompted to enter their employers’ names as usual. If an individual works for a company that has auto-submission enabled through their corporate giving platform, they are flagged as auto-submission-eligible.
Once they are redirected to their thank-you screen, the individual is prompted to enter their corporate email address (or potentially another piece of information to verify their identity) and authorize Double the Donation to submit the match request on their behalf.
From there, Double the Donation processes the matching gift request behind the scenes, passing data pertaining to the initial gift along to the CSR platform used by the individual’s employer to review the submission.
Step 4: The employer reviews and verifies the match request.
At this point, the donor will have completed their portion of the matching gift process—and the rest will fall on the nonprofit receiving funds and the company contributing funds, respectively.
Now, the employer will typically review the employee’s matching gift request and ultimately determine whether to approve the matching donation. One of the key stages in this process involves the matching company ensuring that the initial donation was actually made. Otherwise, they won’t want to match a nonexistent donation!
While some companies manually verify each donation, many utilize gift receipts as proof of an individual’s personal contribution. In this scenario, the company will simply analyze the provided donation receipt and matching gift request to ensure the donation meets the company’s matching gift standards. If so, the donation match will be approved.
A gift receipt, like this, may function as proof of an individual’s personal contribution.
In other cases, however, the organization’s team will be responsible for verifying that the original donation was made as reported to the donor’s employer. When this occurs, the nonprofit will be required to attest to the validity of the original donation in order for the company to issue its matching gift.
(Tip: if you do get a request for donation verification, see to it as quickly as possible to avoid unnecessary delays in the matching gift disbursement process!)
Step 5: The employer matches the donation.
Once the original donation is verified and approved, the actual disbursement process is triggered. As a result, the company offering the matching gift will issue its corporate donation in the amount offered by its matching program (typically at a dollar-for-dollar rate of the employee’s initial gift, but depending on the preset matching gift ratio).
Here are a few things for organizations to consider when it comes to this step in the matching gift process:
Disbursement schedules
Different companies have different disbursement schedules, so it may take a while for companies to process the verification and issue the check. Many businesses opt for a monthly distribution, but more information about a specific company’s timeline can often be found online or by using a matching gift program database.
Grouped donation matches
If a company receives multiple matching gift requests from multiple employees to the same nonprofit, they may decide to combine the matches together in a single donation.
For example, let’s say Ashley requested a donation match for $100 and John requested a match for $500, both to the Cat Rescue Club. Ashley and John’s employer, the Home Depot, may provide the Cat Rescue Club with one check worth $600 rather than two separate donations.
Here’s what a corporate matching gift may look like, once disbursed.
Bonus Step: The nonprofit thanks its donors!
Though this final step is not technically required for organizations looking to increase corporate revenue with donation-matching, recognizing donors for their participation is a critical component of an optimized matching gift process.
Consider this sample recognition message, which reads:
Following up after receiving a match enables your team to close the loop that may otherwise be left open. If a donor is never made aware that their match request was successful, they’re not likely to participate in a matching program again in the future. When you confirm the completion of the match, however, you leave a positive impression of both your organization and the matching gift process for donors to hold onto.
Not to mention, sending out a thank-you message after collecting a matching donation allows you to communicate your appreciation of the donor and their support. Once again, feel free to remind the individual of the increased impact that their matching gift has brought to your cause.
Matching gifts can seem like an immense task for nonprofits and donors who are unfamiliar with the programs and all they entail. When you take a closer look at what’s really involved, however, getting your donations matched is entirely doable—some might even say easy!
Just remember, equipping your team with the right tools for the job is essential, especially for those looking to further streamline and simplify the matching gift process from start to finish.
Interested in learning more about the matching gift process and other strategic corporate fundraising opportunities? Check out our other educational resources:
Nonprofit Basics: The Donor Pyramid
/in Nonprofit Basics /by Adam WeingerTo strengthen your foundation for fundraising, it’s important to balance donor acquisition with donor stewardship strategies. Acquiring new donors should always be a goal for your nonprofit, but you also need to prioritize creating lasting relationships with donors in order to retain them over time.
One tool to help you steward existing donors is the donor pyramid. Using this model to visualize your donor base can help you understand how different types of donors are supporting your organization’s goals.
What is the donor pyramid?
The donor pyramid, or gift pyramid, is a graphic that nonprofits create to visualize their donor base that involves arranging donors by giving level. Each level of the pyramid represents a different group of donors, going from prospective donors at the bottom all the way to major donors at the top.
Within the pyramid, donors are usually ranked by giving and engagement levels. However, the arrangement of donors may differ based on your organization’s goals. Depending on your objectives, you might also organize donors by giving frequency or donor acquisition date.
Why are gift pyramids useful?
The goal of a gift pyramid is to see where donors are currently and create strategies to move them further up the pyramid over time. Understanding who makes up your donor base is essential to creating a fundraising plan that effectively reaches your supporters and encourages them to give more frequently.
Donor pyramids are helpful for improving both your fundraising and donor engagement strategies. Look at your donor pyramid to determine what major groups comprise your donor base, and consider engagement strategies that target these groups specifically.
Use giving pyramids in combination with other tools, like a stewardship matrix, to intentionally cultivate relationships with your donors. As you use the donor pyramid to visualize donor segments, a stewardship matrix tracks how you engage each segment.
How to create a donor pyramid for your nonprofit
Creating a donor pyramid is a powerful way to visualize your nonprofit’s base of supporters. To create your gift pyramid, follow these steps:
You can vary the structure of the pyramid to fit your organization’s needs. Add levels, change the order of different segments, and change the model as needed to meet your nonprofit’s goals.
Other Resources to Explore
Nonprofit Basics – Learn more nonprofit management essentials by exploring other expert resources.
Nonprofit Marketing: Ultimate Guide and Best Practices – Discover impactful ways to promote your campaigns and market your organization.
40+ Marketing Ideas for Nonprofits to Spread Your Mission – Get inspired by these marketing ideas and find creative ways to share your nonprofit’s mission.
Nonprofit Basics: Microsoft Ad Grants for Social Impact
/in Nonprofit Basics /by Adam WeingerThrough the Microsoft Ad Grant program, nonprofits can transform their advertising techniques and venture into the world of search engine marketing (SEM) for free. All you have to do is meet the eligibility requirements, apply, and start creating compelling ads. But before diving straight in and applying, take some time to learn the basics of the program.
What Is The Microsoft Ad Grant?
Also known as Ads for Social Impact, the Microsoft Ad Grants program awards eligible nonprofits $3,000 each month to spend on promoting web content across Microsoft’s digital search and native advertising network. Ads are shown across Bing, Yahoo, AOL, outlook.com, MSN, and Microsoft Edge.
Currently available only to U.S.-based nonprofits, Microsoft Ad Grants expand your marketing budget and empower organizations like yours to accomplish goals such as:
Plus, access to additional tools through Microsoft for Nonprofits will help you garner a deeper understanding of how users interact with your cause online. That way, you can make sure you’re targeting the right keywords and driving greater mission outcomes through the program.
Note that Microsoft is not taking any more applications at this time while they work on refining the program to support more nonprofits.
Microsoft Ad Grant Eligibility Requirements
If you’re familiar with Google Ad Grants, you know the program’s coordinators have eligibility criteria to limit access to the program. Microsoft takes a similar approach with its nonprofit eligibility guidelines.
Once Microsoft starts accepting applications again, make sure you meet the core requirements that Microsoft breaks down into three categories:
Note that certain types of organizations are automatically ineligible for the program. Some of these include governmental organizations, academic institutions, healthcare organizations, and political organizations.
As long as your organization meets the program’s requirements, you’ll be accepted into the program! If you’re unsure if you meet the requirements, a dedicated Microsoft Ad Grants manager may be able to step in to confirm your eligibility.
How to Get Started with Microsoft Ad Grants
So you’ve determined that you’re eligible for the program — fantastic! Now you’re ready to apply. Remember that Microsoft has temporarily paused the program for new applicants, but it’s important to know what to expect.
Let’s walk through the steps you need to take to get started with this marketing opportunity once the program coordinators begin accepting new applications.
Step 1) Bring your website up to code.
While not listed in their official application steps, you should take time to optimize your website before applying. After all, this is where you’ll drive users across your Microsoft Ad Grant campaigns.
Walk through your site, paying special attention to the landing pages you’ll promote through your ads. Here are some elements to consider:
In no time, you’ll develop a trustworthy website that users will want to explore once they click on your Microsoft Ads!
Step 2) Apply for Microsoft for Nonprofits
Microsoft for Nonprofits is the broader program you’ll need to join before you can apply for Microsoft Ad Grants. This program provides additional grants and discounts for various Microsoft products, like Office 365 and Dynamics 365.
To register, you’ll need to do the following:
Registration review can take up to 7 days. Bear in mind that Microsoft partners with TechSoup to validate applicants’ information. As you wait, TechSoup may contact you for additional details.
Once approved, you’ll receive an email from Microsoft and can access Microsoft’s Nonprofit Hub to take advantage of the different tools.
Step 3) Complete the Microsoft Ad Grants application.
Access the Nonprofit Hub within Microsoft for Nonprofits, which houses the Microsoft Ad Grants application. As you fill out the application, you’ll provide additional information, such as:
Expect to hear back via email within 10 business days. The timeline for approval may alter if Microsoft requests additional information or documentation from you.
Once accepted, you can start building your campaigns, writing compelling ads, and taking full advantage of this nonprofit marketing opportunity.
In no time, you’ll be a Microsoft Ad Grant wiz! And if at any time you need help, you can always reach out to an SEM grant management specialist to answer your questions.
Other Resources to Explore
Nonprofit Basics – Learn more nonprofit management essentials by exploring other expert resources.
Microsoft Ad Grants: A Q&A Guide for Nonprofit Marketers – Dive further into the Ads for Social Impact program with our ultimate guide!
The Microsoft Ad Grant Program: All Your Questions Answered – Keep learning about the benefits of Microsoft Ad Grants along with some grant management best practices in this guide.
Nonprofit Basics: Fun Run Fundraiser
/in Nonprofit Basics /by Adam WeingerFun run fundraisers are a great way to get supporters involved and excited about a particular cause. Fun runs are versatile and can work for all ages. This makes it a successful fundraiser and a popular choice for schools, sports teams, and community groups.
Fun runs can be especially effective if your school or nonprofit’s community of supporters includes a lot of runners. And while it’s certainly an option, your fun run doesn’t have to be a 5K or a marathon. You can adapt it to any age or interest level, making it accessible to anyone that is eager to participate.
What is a fun run fundraiser?
A fun run fundraiser is a type of peer-to-peer fundraiser in which participants sign up to run, collect pledges, and earn donations for each mile (or other specified unit of distance) they run.
Fun runs are very adaptable and cost effective. You can choose a theme, such as a color run or glow run. These fundraisers also build community, making them a popular way to bring people together around the holiday season.
How does a fun run fundraiser work?
Fun run fundraisers are relatively simple to plan as long as you have the right resources. You’ll need a space to hold the event, volunteers to ensure the event runs smoothly, and an intuitive online platform that provides a smooth donation experience.
Follow these simple steps to start your next fun run:
As you plan out your fun run, don’t forget the importance of marketing your event. You can promote the event by posting flyers throughout your community and online through email, social media, and your website.
Lastly, if you’re looking for additional fundraising opportunities, try combining your fun run with another fundraiser. For example, you could sell branded merchandise like t-shirts or water bottles on the day of the event.
Other Resources to Explore
How to Organize a Fun Run Fundraiser in 7 Steps – Find out how to organize your next fun run fundraiser with these simple steps.
Nonprofit Basics – Learn more nonprofit management essentials by exploring other expert resources.
Best Fundraising Ideas – Explore these ideas to get creative with your next fundraiser.