#GivingTuesday might not be until December, but because planning and preparation are key to any successful campaign, the best time to start thinking about how to take advantage of this fundraising opportunity is now. That’s why Double the Donation’s team has compiled standout Giving Tuesday advice from over 30 experts on how nonprofit organizations can make this #GivingTuesday a hit.
Let’s jump in with our first set of recommendations.
Start Planning Now!
Far and away, the most common piece of advice was to start planning as soon as possible. Getting a head start on promotions, social media trends, and marketing materials and engaging with donors (individuals, foundations, corporations, etc.) is going to be the key to a successful campaign!
Lynne D. Filderman, Vice President & Chief Marketing Officer at America’s Charities, says: “#GivingTuesday is a movement to inspire generosity, not just another website where you list your charity profile or an event that replaces your existing year-end campaign. The hype from #GivingTuesday should be used to draw attention to your organization’s story and impact. It’s an opportunity to reach new donors and find new ways to excite existing supporters. Whether you choose to integrate #GivingTuesday into your year-end fundraising campaign or as a stand-alone awareness day event, your success will be determined by how focused your message is, how clear your call to action is, how active you are in promoting your initiative, and how well you plan – starting now.”
Gretchen Barry, Director of Marketing and Communications at NonprofitEasy, says: Don’t have a #GivingTuesday plan? Don’t stress. Many organizations dread #GivingTuesday, mostly because they haven’t created a plan or set any objectives. Here are three tips to jump-start your strategy.
Tip #1: There are many ways to tap into the #GivingTuesday machine, so if you don’t already have a plan, no worries! Break out a flip chart, grab a few of your most creative thinkers, determine your #GivingTuesday objective (it’s okay to start small), and spend 30 minutes on a quick brainstorming session.
Tip #2: Communication is the key to success. Once your plan is in place, pull a short list of your most active volunteers, board members and donors and start making personal calls asking them for help in spreading the word. Then, send them a follow-up email thanking them for their help – very important!
Tip #3: Make the call to action clear and ensure that it’s easy for people to connect with your organization on #GivingTuesday. For example, hold an open house and encourage the community to drop by and learn more about your mission. If you don’t have the budget for an open house, hold a virtual open house through social media and invite community leaders and your volunteers to share stories about your mission and ways that people can help. Make a list of volunteer opportunities and post one through social media every hour or two throughout the day.
Bonus Tip: Don’t forget to review your results. Document what worked and what didn’t work, and then pat yourself on the back because you’re already on your way to a plan for next year’s #GivingTuesday.
Howard Lake, Publisher at UK Fundraising, says:
- “Create some images showing your nonprofit’s involvement with #GivingTuesday and invite your supporters to share them – with a link to your site. Don’t forget a call to action on the image.”
- “Plan ahead – invite your corporate supporters to match donations made on #GivingTuesday, either in total or, more likely, up to a certain amount.”
- “Invite a medium or major donor (or business donor?) to give out one hundred $10 or £10 notes to supporters who promise to use them to raise at least triple the amount in time for #GivingTuesday.”
- “Stuck for ideas for #GivingTuesday? Ask your supporters now, and choose the best.”
- “Change the thank you page on your online donation platform, if you can, so that it shows a #GivingTuesday message, which donors are invited to share. For example, ‘I gave to [nonprofit] to help [children, animals, the environment] on #GivingTuesday. You can, too: [link].'”
Dan Fonseca of FrontStream says: “#GivingTuesday is a growing charitable movement that takes place during the holiday season. For one day (the Tuesday after Black Friday), we’re reminded that giving back and aiding important causes is just as (if not more) important as super savings deals. Back in 2012, FirstGiving’s #GivingTuesday donation grand total was $159,102.96. In 2013, we announced that $438,018.50 was raised in a single day. In that year alone, #GivingTuesday’s momentum grew almost fourfold. And in the years following, it grew even more substantially. Of course, this is all thanks to our partnering nonprofits. We’re just here to help facilitate what these nonprofits do best. We’re excited to see what this new year brings!
If we had any word of advice, it’d be to start planning for your #GivingTuesday campaign early, we’re talking months of planning in advance. Take advantage of the buzz and momentum of this fantastic charitable movement. Learn what successful organizations did in the past and think about how you can take what you’ve learned and apply it to your organization. Think about donation incentives and how to motivate your supporters. Do you know what motivates them?”
Blue Hovatter, Founder of Community Funded, says: “The best thing you can do to make your #GivingTuesday a success is put together a solid plan of attack and pre-promote the event. Make sure you have a plan for how you are going to reach out to your network, and make sure the event has plenty of pre-promotion. Get everyone on your team ready to go and make sure your community is aware and ready to take action.”
Dan Quirk, Marketing Specialist at SalsaLabs, says: “Test and analyze several different donation landing page designs and layouts in advance so that you are using your highest performing (converting) page on #GivingTuesday.”
Julia Campbell, Founder of JC Social Marketing, says: “The key to success in a #GivingTuesday campaign is planning ahead. Plan for the day as you would a big in-person fundraising event, with tasks, deadlines, and responsibilities. Do not leave the promotion of your campaign up to one person – get a group involved and form a #GivingTuesday committee! Encourage donors, volunteers, board members, staff, and community members to spread the word about your campaign online via the social media channel they like best. Create an example Social Media Kit with graphics and sample tweets and posts to make it super easy for people to share the info. Don’t forget to thank people afterward and follow up with everyone who participates to let them know the results and create momentum for next year!”
Amy DeVita, Founder of Top Nonprofits, says: “#GivingTuesday is an ingenious way for any-sized organization to gain greater awareness by leveraging a national campaign that appeals to the growing number of people who are fundamentally turned off by “Black Friday” and “Cyber Monday” – basically a counter to consumerism for the sake of consumerism. Prepare and strategize…in advance!
Look at Giving Tuesday as the harvest date and plant seeds and pathways for your donors to connect with you for the months leading up to it. But first, have a plan. Will you find a matching donor? Will you solicit time donations in addition to monetary donations? Think about where you want to end up—and make a map that will get you there; don’t just spin around aimlessly.
Start now, maybe with regular posts on Facebook that give a look at the difference your group is making, and include the hashtag #GivingTuesday. Use the hashtag in your Tweets—start making your organization discoverable to those searching for #GivingTuesday—now or months from now.”
Craig Van Korlaar, Founder of Top Nonprofits, says: “As Benjamin Franklin said, ‘By failing to prepare, you are preparing to fail.’
I think that it’s important to remember that any successful #GivingTuesday campaign is, first and foremost, a campaign. All great campaigns require advanced planning and strategy. Stating objectives, determining an audience, and identifying campaign success KPIs are all important. While a nonprofit organization that works with an agency can certainly call on its team to create a campaign, to the hundreds of thousands of nonprofits relying on their own in-house staff, creating a campaign may seem daunting.
Fortunately, there are free tools that one can utilize to produce a robust and documented strategy, including robust campaign planning documents and editorial calendars.”
Hesha Patel, Director of Marketing for JK Group, says: “The key to a successful giving campaign is proper planning and communications. Non-profits should work with their corporate partners in devising a multi-touch communication plan that not only talks about the logistics of the campaign but also what the cause aims to achieve. That will drive employee participation.”
Don’t Treat #GivingTuesday as a One-Day Event
Several experts agree that while #GivingTuesday IS a one-day event, you shouldn’t treat it as such. This is a great opportunity to work on donor cultivation for the long-term.
Ken Berger, President and CEO of Charity Navigator, says: “We are a strong supporter of #GivingTuesday and its ability to inspire new acts of generosity. But December 2nd should just be the stepping stone on the path of cultivating new donors. Charities that have excelled at leveraging #GivingTuesday are the ones that feed their donors’ demand for data on their impact. These charities engage in ongoing communications with their new #GivingTuesday supporters to inform them about the results of their charitable programs and services. We believe and have seen that the more transparent charities are about their performance, the more donors will respect, value, and support their efforts.”
Sarah Ford, Associate Marketing Manager for America’s Charities, says: “While #GivingTuesday culminates in a single, 24-hour period, it is by no means a one-day event. It is a movement to encourage giving and celebrate philanthropy. Whether it’s through workplace giving, volunteering, cause marketing, matching gifts, charity fairs, donating items to charity, or simply telling the world about your company’s cause work and impact, there are several ways to leverage your company’s social responsibility initiatives with #GivingTuesday. Be creative, and don’t be afraid to reach out to industry experts for advice.”
Megan Keane, Membership Director at NTEN, says: “Remember, #GivingTuesday goes beyond a single day of giving – a successful campaign is part of a larger donor cultivation and fundraising strategy. At NTEN, our #GivingTuesday participation was one piece of our annual giving campaign that followed our month-long Member Appreciation Month. We encouraged supporters to extend the spirit of thanks by giving back to the NTEN community, and #GivingTuesday was a way of showcasing our community through being a part of a larger movement.”
Partner Up with Corporations and Foundations
An important part of nonprofit success is the partnerships an organization can forge with both local and national businesses. These experts advise building relationships around #GivingTuesday can make for a successful campaign, and even beyond!
Donna Callejon, Chief Business Officer of Global Giving, says: “Nonprofits should be in touch with their corporate and foundation funders to see if there is a campaign or program they can join as part of #GivingTuesday.”
Mark Feinberg, Co-Founder and CEO of Uruut, says: “#GivingTuesday provides an incredible opportunity for businesses and foundations of all sizes, individuals of all age groups and backgrounds to come together to support causes they care deeply about. I hope we can use the energy and success of #GivingTuesday and move us even closer to a “Giving Everyday” framework. We continue to make great progress in this regard, but there is even more we can do.”
Lori Forte Harnick, General Manager of Microsoft Citizenship and Public Affairs, says: “Nonprofits can maximize fundraising during #GivingTuesday by working with corporations with similar philanthropy goals. Through the Microsoft YouthSpark initiative, we’re partnering with a full range of youth-serving nonprofits to empower young people with technology tools and education and help them fulfill their dreams.”
Adam Weinger, President of Double the Donation, says: “It’s important for nonprofits to leverage matching gifts or general corporate support into positive PR for both you and the corporation to ensure future collaboration and, therefore, a stronger nonprofit-corporate relationship. If you receive a donation from a corporation, think about how your organization can publicly acknowledge the support through your website, social media, or press releases.”
Engage and Thank Your Donors: Before, During, and After #GivingTuesday
Keeping your donors and constituents engaged and acknowledging their support before #GivingTuesday will make it easier to make a direct ask for the event. Your donors should know how grateful you are for their past support before you make an ask, while you’re making the ask, and especially after you make the ask.
Bill Tedesco, CEO of DonorSearch, says: “After #GivingTuesday, evaluate your list of new donors to determine if any of them could be prospects for a larger gift in the future. Performing prospect research on new donors is a great way to identify donors who have given large donations to other nonprofits. Once you identify these donors, have a member of your team reach out to personally thank them for their donation.”
Karrie Hungerford, Co-Founder & CEO of GivingTrax, says: “A great way to increase overall contributions is to engage local businesses to offer public match challenges or increased employee matching gifts. You can provide value back to businesses by using social media to create awareness of their contribution and support of your organization.
Tweet the matching gift offer and post it to social media channels multiple times before and during #GivingTuesday. Be sure to tag the business sponsors’ handle and include applicable hashtags for your area. An example of this would be the following tweet: ‘Kudos to @donor for giving @your-organization’s-handle on #GivingTuesday a #matchinggift of $5,000. Give at: [link to giving page]’. Be sure to use short codes to a donation landing page for the event or include a way to donate within the post.”
Randy Hawthorne, Executive Director/Publisher of Nonprofit Hub, says: “Thank all of your donors in early November as part of a Thanksgiving campaign so that you’ve had contact before you make an ask at the end of the month.”
Alexandra Saavedra, Marketing Programs Manager of Greater Giving, says: “Share your results on social media after the fact and let people know how you did (perhaps a ‘thank you’ video on YouTube).”
Claire Axelrad, Principal at Clairification, says: “If you’re a nonprofit that’s already swamped with fundraising initiatives at this busy time of year, perhaps there’s another alternative that won’t interfere with your current schedule or risk confusing your donors by multiple, overlapping asks for donations. Personally, I like using the day for gratitude. Why does the giving have to be on the donor’s end? Why not consider it a day to give back to your donors?
There are all sorts of things you could do. Think of it as one big giant opportunity to honor your donors! Here are a few ideas for starters:
- How about a thank-a-thon? It’s a great way to involve volunteers because, inevitably, it’s a feel-good experience for everyone involved. It’s more fun to do it as a group – with refreshments, of course! But it’s okay to dole out the names and have folks do it from their home or office. Leaving messages on voicemail is fine. If you get someone on the phone, most supporters are pleasantly surprised to be receiving a call that’s purely a thank you, and this pleasant feeling is passed along to the caller. For volunteers who’ve been afraid to pick up the phone to call donors requesting support, this is a terrific way to get their feet wet. Just make sure to arm them with a script in advance.
- How about a greeting card or e-greeting? Time it to land in your donor’s mailbox on Giving Tuesday. I can imagine a message like: It’s Giving Tuesday; And Just So Rare; It’s Our “Won’t Lose Day”; Because You Care! Then add a little personal note letting your donor know how much their support means to you. Maybe put it on a card with a photo that visually shows what their giving accomplishes. And don’t be afraid to be corny or schmaltzy.
- How about a token gift? Could you get a local retailer to offer a coupon for a cup of coffee? An ice cream? A pizza slice? A hamburger?
You may have something you can give your donors that costs you next to nothing. It could be free parking or VIP seating at an upcoming event. A discount at your on-site café. This year Jewish Family and Children’s Services of San Francisco did a combination of “give and get” for #GivingTuesday, offering those who give on December 1st a free glass of champagne if they’ll be attending their upcoming Gala.
So, if you’re one of those nonprofits who’ve rejected the notion of #GivingTuesday out of fear it might cannibalize your other fundraising efforts or burn out your staff and/or volunteers, I urge you to consider some giving alternatives. We don’t thank our supporters nearly enough, so why not have a day dedicated to donor love?”
Use #GivingTuesday as a Platform to Share Success Stories and Positive Outcomes
These experts agree that #GivingTuesday is a great opportunity to show your donors and supporters what you do with the donations you receive throughout the year. Telling great stories and using high-impacting numbers and figures is the best way to keep your constituents in the know and excited about continuing to give to your cause.
Rafi Norberg, President of Nexus Marketing, says: “#GivingTuesday is more than just an online donation drive, it’s an opportunity to improve your organization’s online authority. After #GivingTuesday is over, write a blog entry thanking your supporters and letting them know how their donations will be used. After you publish the post, share it via social media, the #GivingTuesday website, and your newsletter.”
Lindsay J.K. Nichols, Senior Director of Marketing & Communications at GuideStar, says: “Nonprofits can use #GivingTuesday to signal to people that give wisely (as in they give with their heads as well as their hearts – the only way to go!) that your organization “gets it.” Create a quick tip sheet of the ways people can give to your nonprofit – with their money, their time, their online/social media support, etc. – and use the #GivingTuesday hashtag to help spread the word among the ready and waiting (huge) audience that supports the campaign. Make sure you talk about your outcomes, not just your outputs, when asking for donations – remember, no stories without data and no data without stories!”
Use #GivingTuesday to Encourage Millennial Giving
Millennials are the driving force behind today’s nonprofit success. Individuals between the ages of 18 and 35 are shaping the way organizations are run, whether through engagement, employment, or simply donations (be it money or time). Get them involved and motivated to support your cause!
Megan Reile, Sales & Marketing Director at 360Alumni, says: “#GivingTuesday is a fantastic opportunity for individuals and corporations to raise non-profit support. Following Cyber Monday, which is a consumption-driven whirlwind, #GivingTuesday is a chance to give back to non-profits worldwide and remember the true spirit of the holidays. #GivingTuesday is especially impactful in engaging Millennials, those born after 1979. According to Achieve’s Millennial Impact report, 87% of millennials donated to a nonprofit in the last year, and 55% of millennials were influenced to take the job they currently have after discussing cause work with their interviewer. Millennials want to give back, so why not utilize the cause to encourage them? And using corporate matching programs gives these individuals the emotional satisfaction of knowing that their dollar went even further, often doubled. What better motivation for action?”
Listen to What Others are Doing to Make #GivingTuesday Successful
It’s always beneficial to see how others perceive a successful campaign. Take advantage of the abundance of resources out there, including webinars and radio segments, to hear ideas you may not otherwise have thought of.
Tony Martignetti, Host of Tony Martignetti Nonprofit Radio, says: “Leverage all of the webinars and radio segments on #GivingTuesday. The #GivingTuesday team maintains a large library at http://www.givingtuesday.org/watch/, and there are also radio segments such as this one of Giving Tuesday early adopters sharing their best ideas: http://tony.ma/1bWl976.”
Think Outside the “Giving” Box
#GivingTuesday doesn’t only have to be about monetary donations. Thinking outside the box can help people think creatively in terms of how they give to your organization.
Shari Ilsen, Director of Engagement at VolunteerMatch, says: “Why limit the ways in which your community can support you for #GivingTuesday? Instead, think outside the “giving” box and encourage people to get creative by giving time to volunteer by activating their social networks to run social media campaigns and sending in their own stories of how your organization has helped and inspired them. In addition to increased awareness, you’ll get even more committed folks who will connect with your nonprofit emotionally and be even more likely to donate in the future!”
Asha Curran, Director of 92Y Center for Innovation & Social Impact (and creator of #GivingTuesday), says: “At 92Y – which will celebrate its 140th anniversary next year – #GivingTuesday grew out of looking at our core beliefs in community and philanthropy and imagining how social media might catapult them well beyond our walls. The result has been a global movement around giving that exceeded all of our expectations. This kind of experimentation is critical for the nonprofit sector; it makes for better, more effective campaigns, and it can also help transform an organization’s thinking. Think of #GivingTuesday as an opportunity to try new things or collaborate with new partners.”
Be Transparent and Direct with Pitches
Your supporters want to know where the money they’re donating is going. Being direct and transparent will increase the likelihood of donations and ongoing support from individuals who fully support your mission.
Jen Boynton, Editor in Chief, and Mary Mazzoni, Senior Editor of Triple Pundit, say: “Create urgency with your pitch and make a specific ask – let funders know where their money will go.”
Peter Lowy, Founder of MassNonprofit.org, says: “Tangible projects work best rather than raising money for ‘general operating expenses.’ Choose a project based on need and what is most likely to excite your donors and get new donors on board. Determine a fundraising goal and have a big announcement explaining your participation in #GivingTuesday.”
On the Contrary…
Not everyone thinks a successful #GivingTuesday campaign is the best way to increase support for your nonprofit organization.
Joe Garecht, President of Garecht Fundraising Associates, says: “If you want to raise more money for your non-profit on a consistent basis, avoid gimmicks like #GivingTuesday, and focus on building long-term relationships with your donors. You’ll find more donors who will give more on a more consistent basis. Avoid the #GivingTuesday rat race!”
Keep Employees Engaged (Advice for Companies)
Corporate giving programs wouldn’t be successful without employees with a big heart and the passion to make a difference. #GivingTuesday isn’t any different!
Ryan Scott, CEO of Causecast, says: “The number one thing people forget? A great employee giving and volunteering campaign comes down to being able to tap into both employee passion and expertise. Everything you do has to be authentic, meaningful, and relevant, or your impact will be next to zero. No one will want to play with you next year if you don’t engage their hearts and minds. So ask your employees what they love, what they care about, and then build a campaign that captures and delivers upon that spirit.”
Chris Jarvis, Senior Partner, and Corey Diamond, Partner, from RealizedWorth, say: “The paradigm is shifting – clearly, companies that facilitate giving without engaging their staff are missing a large part of the equation. Matching gift programs, Dollar for Doer initiatives, and working with employees to choose the causes to support are revolutionizing how a company gives to not-for-profits. Companies now want to see how many hands touch the dollar bill before it goes out the door.”
Dustin Joost, Lead Sales and Digital Marketing Manager at YourCause, says: “Like many CSR programs, #GivingTuesday is an event that can help build a sense of community within a company. Have your executive leaders kick it off by recording short video snippets of why #GivingTuesday is important to them and how they plan on making an impact. Release these videos are few days before the big day and encourage others to submit video snippets of what they did for #GivingTuesday. It’s a great way to encourage engagement, and the videos can be used next year to tell a story and further drive participation.”
We hope these bits of expert advice can help your nonprofit make this year’s #GivingTuesday the best one yet!
Suggested Next Steps:
- Join the official #GivingTuesday Community
- Check out our immersive webinar on creating compelling Giving Tuesday campaigns (register to receive an on-demand recording below!)
- Request a demo of Double the Donation to see our tools in action and get set up prior to Giving Tuesday
Matching Gift Text Marketing | Spreading the Word Via SMS
/in Donor communications, About Double the Donation, Marketing Strategies, Learning Center /by Adam WeingerIn today’s digital age, text messaging has emerged as one of the most powerful and effective ways to connect with supporters—especially when it comes to matching gifts. However, many donors remain unaware of these opportunities, resulting in missed revenue for nonprofits. Lucky for you, that’s where matching gift text marketing comes into play!
By spreading the word about matching gifts via SMS, your organization can quickly inform supporters about the potential to multiply their contributions, boost engagement, and drive more funds toward your cause.
In this post, we’ll explore the key benefits of using text messages to promote matching gifts, share best practices for crafting compelling messages, and provide examples to help you get started. Specifically, we’ll cover:
Whether you’re new to SMS marketing for matching gifts or you’re looking to optimize your existing strategies, we’ll guide you through making the most of this channel to maximize your matching gift revenue.
Let’s dive into how matching gift text marketing can help spread the word, drive action, and unlock more fundraising potential for your nonprofit.
The Importance of Marketing Matching Gifts
Corporate matching gifts offer significant fundraising potential for nonprofits and schools. Many companies offer matching gift initiatives where they match employees’ donations to eligible nonprofits, essentially doubling or even tripling the original contributions. Not to mention, donors are more likely to give—and to give in larger amounts—when they know a match is available.
However, a lack of awareness regarding the programs has ultimately led to billions of dollars in matches going unclaimed each year. So, what does this mean for your cause?
It all boils down to this: taking a proactive approach to marketing matching gifts is essential.
Promoting matching gifts effectively helps bridge the awareness gap and motivates donors to take advantage of these corporate giving programs. By educating your audience on how matching gifts work, establishing social proof, and providing easy access to information and forms, you can create a streamlined process that encourages participation.
Why Market Matching Gifts Via Text Message?
Once you’ve established the general importance of marketing matching gifts, the question to answer is this: What is the best channel, or combination of channels, to get the job done?
With high open rates and immediate reach, SMS has the potential to significantly enhance your nonprofit’s fundraising efforts—especially when it comes to promoting matching gifts.
As a result, marketing matching gifts via text message is an incredibly effective way for nonprofits to reach their supporters wherever they are, at any time. In today’s fast-paced world, people are always on the go, with their phones close at hand. Text messaging allows organizations to offer a direct and personal touch that other communication channels can’t quite match.
With just a few taps on their phone, donors can learn about matching gift opportunities and take action immediately, making the giving process simple and convenient.
The effectiveness of text marketing for matching gifts is further underscored by its exceptionally high open rates. On average, text messages boast open rates of around 98%, far surpassing those of emails or even social media viewership. This means that when a nonprofit sends a text message about matching gifts, it’s almost guaranteed to be seen by the recipient.
By leveraging text marketing, organizations can ensure that their message isn’t just delivered but actually read—significantly boosting the chances of donors following through with a matching gift request.
Additionally, text messages create a sense of urgency and immediacy, prompting donors to act without delay. This makes it a perfect tool for time-sensitive fundraising efforts, such as year-end campaigns or giving days, where matching gifts can significantly amplify the impact of donations. With mobile-friendly links and information at their fingertips, supporters can easily access resources to complete the matching gift process, leading to more submitted requests and increased funding.
Best Practices for Innovative Matching Gift Text Marketing
In the rapidly evolving landscape of nonprofit fundraising, text marketing has emerged as a powerful tool for engaging donors and maximizing the impact of matching gifts. As organizations look for innovative ways to connect with supporters, leveraging SMS to spread the word about matching gift opportunities can significantly enhance outreach efforts.
This section will cover best practices for implementing effective text marketing strategies specifically tailored to matching gifts.
Personalize your engagement.
Personalization is key in any marketing strategy, and text messaging is no exception. When communicating with supporters about matching gifts, it’s important to add a personal flair. This can mean addressing them by their name, referencing their past contributions, or providing employer-specific matching gift information.
By personalizing your messages, you show each donor that they are a valued individual rather than just part of a larger audience, increasing the likelihood that they will engage with your content and take the intended action.
Keep your messages short and sweet.
Text messages have a character limit—and are often read on the go—so brevity is crucial. Aim to convey your message in as few words as possible while still providing the essential information.
A well-structured, concise message will ensure that your audience can quickly grasp the purpose and act accordingly. A straightforward approach respects your supporters’ time and enhances the chances of them responding positively, as they won’t feel overwhelmed by lengthy texts.
Send a link to your dedicated matching gifts page.
When it comes to matching gift text marketing, establishing a clear and specific CTA (or call to action) is a must. For the best results, we recommend sending text traffic to a dedicated matching gifts page on your nonprofit’s website.
Including a direct link to a centralized resource hub simplifies the process for donors, providing clear information on how matching gifts work, program benefits and criteria, and instructions for involvement. Not to mention, your match page should have an embedded matching gift search tool, making it easier than ever for donors to uncover their matching gift eligibility and kick off the request process.
Incorporate visuals and emojis.
While SMS is primarily a text-based medium, incorporating visuals and emojis can grab your audience’s attention while enhancing your message’s appeal and clarity. A well-placed emoji can add personality and emotion to your message, making it feel more engaging and friendly. 💝 Meanwhile, branded graphics or images can be incorporated into multimedia messages (or MMS) to illustrate your matching gift campaign in a visual manner.
These small touches can make a significant impact, helping your messages stand out in an often overcrowded inbox.
💡 Top tip: Use Double the Donation’s free matching gift marketing templates (available for clients to use within the Double the Donation platform) to create and distribute beautifully branded, professional-level graphics.
Track and analyze performance metrics.
Performance metrics are essential to any marketing campaign, allowing your team to measure its success with tangible goals and insights. When it comes to tracking and analyzing your matching gift text marketing, monitoring data such as open and click rates, matching gift conversion rates, and more is crucial.
By analyzing these matching gift marketing indicators, you can gain insights into what resonates with your audience, allowing you to evaluate, refine, and adjust your strategies over time.
Bonus: Utilize Double the Donation’s enterprise text functionality.
In addition to hosting a dedicated matching gift awareness campaign, another way to use text marketing involves following up with donors after they give to your cause. This allows you to target individual givers with personalized messaging at the height of their engagement with your cause, increasing the likelihood that they’ll take the next step for a matching gift.
It doesn’t have to be a huge undertaking, either. In fact, eligible Double the Donation users can enable SMS follow-ups in a few clicks, ensuring donors receive applicable messaging throughout their journey. While this feature is currently available only for Enterprise accounts, it provides a powerful opportunity for an organization to bring its automated outreach to the next level.
Interested in upgrading your account? Learn more here.
25 Sample Text Messages to Market Matching Gifts Well
With the convenience of mobile communication, text messages provide a direct line to your supporters. However, crafting the perfect outreach can be a challenge.
To help your nonprofit effectively promote matching gifts and make the most of this communication channel, we’ve compiled a number of sample text messages below.
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By leveraging text marketing as a direct communication channel, your team can quickly and effectively remind donors about matching gift opportunities, keep them engaged, and inspire them to take action.
Just remember: the key is to tailor your messaging to resonate with your supporters, encourage participation, and ultimately help your organization maximize its matching gift potential.
Case Study: How One Organization Implemented Matching Gift Text Marketing
Save the Children, a large-scale, global humanitarian organization, decided to enhance its matching gift efforts by employing a text message marketing campaign. The goal was to raise awareness about matching gifts among their supporters while sending traffic to their newly renovated workplace giving page.
The text message marketing effort spanned several weeks and included targeted deployments to different segments of Save the Children’s subscriber base. The two key text messages in the campaign were sent on November 17 and December 2, the latter being just after Giving Tuesday.
Let’s take a look:
The first message was sent to approximately 57,000 subscribers who had engaged with Save the Children over the past year. With no specific donation request included, the message aimed to raise awareness about matching gifts, encouraging recipients to learn more about the opportunity. Despite not featuring a direct fundraising ask, the campaign achieved an impressive click-through rate (CTR) of 2.7%, translating to about 1,500 unique clicks. As a result, the text message helped raise $2,700 in donations, demonstrating that even subtle reminders can drive meaningful engagement.
The second text message was targeted at a much smaller segment: around 3,200 subscribers who had made a donation within the four days surrounding Giving Tuesday. This message saw a strong CTR of 2.6%, well above the average of 1.6% for similar mass-market text campaigns. The success highlighted the effectiveness of targeting recent donors, especially during high giving periods such as Giving Tuesday.
Save the Children’s text message marketing efforts proved to be an effective way to increase awareness of matching gifts, achieving above-average click rates and directly raising funds through minimal outreach. This illustrates the potential of using text message campaigns for nonprofits like yours, showcasing that personalized and well-timed texts can boost engagement and revenue alike.
Looking to learn more? Access the on-demand webinar recording here to hear directly from Save the Children.
Wrapping Up & Additional Matching Gift Marketing Resources
Incorporating matching gift text marketing into your nonprofit’s outreach strategy is a game-changer for maximizing fundraising results. Given the immediacy and high open rates of text messages, this channel can help your organization capitalize on matching gift opportunities that might otherwise go unnoticed—all in a timely and convenient manner.
Ultimately, matching gift text marketing can help bridge the gap between supporters and the corporate philanthropy opportunities available to them, ensuring that your nonprofit captures as much matching gift revenue as possible. Start implementing SMS into your matching gift promotion strategy today, and watch as it helps unlock more funds, increase donor engagement, and elevate your organization’s mission.
Ready to learn more about strategic matching gift marketing efforts? Check out the recommended resources below:
Companies in Chicago, Illinois with Matching Gifts
/in Matching Gift Companies, Lists and Rankings /by Adam WeingerWe at Double the Donation aid nonprofit organizations in their fundraising efforts using corporate matching gift programs. These programs occur when an employee makes a donation to an eligible organization, and their company “matches” the gift.
As a nonprofit, the best place to start increasing matching gifts is knowing who the largest companies in your area are offering these programs. In this post, we highlight some of the great local companies in the city of Chicago that currently offer matching gift programs. We’ll examine the following companies:
Follow along for a look at Chicago’s corporate philanthropy and how your nonprofit can discover these opportunities for itself.
Chicago, IL Matching Gifts
Chicago, Illinois, hosts 37 Fortune 500 companies and is the third-largest city in the US by population size. The city is a major finance center involved with the transportation, telecom, and commerce industries and is home to one of the world’s busiest airports. Additionally, the GDP (gross domestic product) of Chicago is ranked #4 in the US and #13 out of all cities in the world.
Needless to say, there is a huge opportunity for corporate philanthropy in the city.
Nonprofits across Chicago and Illinois can benefit from the generous matching gift programs offered by their donors’ employers once they can figure out how to capitalize on them. Before diving into the matching gift opportunities available in Chicago, let’s look at how nonprofits can secure these gifts.
Our Favorite Way to Discover Matching Gift Opportunities
The most difficult part of securing a matching gift from a local company is simply finding the opportunities that exist. Many donors are unaware of these opportunities to increase their donations and, therefore, don’t seek them out.
We always recommend using a matching gift tool if your organization is looking to increase your donations through matching gifts. From there, you just need to figure out which tool is right for your nonprofit’s specific needs.
For example, Double the Donation Matching is a robust software option that automates much of the matching gift solicitation process. With it, your organization can automatically find and contact donors who are match-eligible, saving valuable time and energy for your fundraising team. This tool offers an industry-leading matching gifts database that you can embed directly on your website and/or online donation form. With it, donors can discover whether they’re match-eligible and, if they are, how to begin the match request paperwork.
With that, continue on to learn about the matching gift opportunities available in Chicago, Il.
List of Chicago Corporate Donation Matching Programs
In order to help nonprofits get started increasing their fundraising, we at Double the Donation have created a short listing of some of the companies that currently offer matching gift programs in the Chicago area.
ADM
Headquartered in Chicago, Illinois, ADM, or The Archer-Daniels-Midland Company, is a generous provider of matching gifts. Currently, the company matches full-time employee donations of between $100 and $5,000 per person on an annual basis. At a 1:1 ratio, most nonprofit organizations qualify for funding from ADM.
Read more about ADM’s matching gift program.
Allstate
The Allstate Corporation offers a Matching Hands matching gift program for donations to higher education at a 1:1 ratio. They also offer a 15 percent company match on donations to other nonprofits.
Read more about Allstate’s matching gift program.
Baxter International
Baxter is an American healthcare company headquartered in Illinois. Employees donating at least $25 to eligible organizations can apply to have their donations matched.
Read more about Baxter’s matching gift program.
Exelon
Exelon Energy Corporation, headquartered in the Chase Building in downtown Chicago, takes part in corporate giving by matching employee donations up to $2,000.
Read more about Exelon’s matching gift program.
Harris Bank
Harris Bank or BMO Financial Group will donate up to $1,000 annually per employee match. Full, part-time, and retirees are all eligible.
Read more about Harris Bank’s matching gift program.
McDonald’s
McDonald’s will match employee donations up to $5,000 per year per employee (and $10,000 per employee at or above the level of the Vice President) to qualified education, civic, cultural, health, and youth nonprofits at a 1:1 ratio.
Read more about McDonalds’ matching gift program.
Motorola Solutions
Motorola Solutions matches donations made by both current full-time and part-time employees to nearly all nonprofits. Gifts made between $50 and $7,500 qualify for employer matching at a dollar-for-dollar ratio.
Not to mention, the company also offers a volunteer grants program for employees who donate more than 10 hours of their time to a nonprofit organization.
Read more about Motorola Solutions’ matching gift program.
Matching gift programs are a powerful force in helping nonprofits reach their fundraising goals, and Chicago is a great place to start when looking for these opportunities! Start with the above list and branch out from there— the possibilities are endless when it comes to corporate philanthropy around the U.S.
Companies with Matching Gift Programs in Seattle, Washington
/in Lists and Rankings, Matching Gift Companies, Learning Center /by Adam WeingerCorporate giving programs, specifically matching gifts, play a major role in nonprofit fundraising. Many nonprofits overlook these opportunities, lowering their potential revenue.
Double the Donation works with nonprofits across the country to enhance their fundraising strategies. This is done by pinpointing matching gift programs and corporate volunteer grant opportunities.
With a population of around 4.5 million including its metropolitan area, Seattle is home to some of the nation’s most philanthropic Fortune 500 companies. In fact, the city has become a leader in sustainable, green living. In response, many companies in the area took notice and instantly became champions of corporate social responsibility as well. Brush up on these employers in the Seattle area:
Donors who work for companies offering these programs can double, even triple their contributions to eligible nonprofits! All it takes is a little extra work on your end to encourage donors to complete the process.
If you’re ready to boost your nonprofit’s revenue, let’s take a look at some of the top companies in Seattle, Washington that offer matching gift programs.
Starbucks
Starbucks opened its first shop over 40 years ago in Seattle, Washington. Since then, Starbucks not only has become one of the world’s most recognizable brands, but it also offers a well-designed giving program.
Starbucks offers a matching gift program where the company matches donations anywhere from $20 to $1,500 per employee each year. Full-time, part-time, and retired employees are eligible.
For employees who prefer to donate their time rather than money, Starbucks offers a volunteer grant program, where they’ll write a check up to $1,000 depending on the number of hours volunteered.
Read more about Starbucks’ matching gift program.
Microsoft
As one of the most generous corporate philanthropists in not only Seattle but in the world, Microsoft offers a variety of employee giving programs.
Through its employee match program, the company doubles employee donations to almost all nonprofits. Microsoft has increased its matching gift maximum from an already impressive $12,000 to a tremendous $15,000.
To make things even better, Microsoft also has a volunteer grant program where the company donates $25 to organizations for every hour its employees volunteer—no minimum number of hours required! Additionally, the company provides each new employee with a small grant to allocate to a nonprofit of his or her choosing.
Read more about Microsoft’s matching gift program.
Wells Fargo
As a top Fortune 500 company, Wells Fargo & Company has a strong presence in Seattle and many other major US cities.
While Wells Fargo only matches donations to educational institutions, its $2,000 limit for each employee can still increase donors’ impact on causes that they care about. The minimum matched by Wells Fargo is $25, and they’ll match donations at a 1:1 ratio. In other words, eligible donations can be doubled!
Plus, Wells Fargo also offers a volunteer grant program, with no minimum number of hours required! Each year, Wells Fargo awards more than $500,000 in volunteer grants, making a major difference for eligible nonprofits.
Read more about the Wells Fargo matching gift program.
QuoteWizard
The company matches donations anywhere from $25 to $10,000 to most nonprofits. Since its inception, the company has donated over $400,000 to nonprofit organizations and is an avid supporter of the Seattle community.
Read more about QuoteWizard’s matching gift program.
Boeing
Boeing, a well-known company in Seattle, offers a matching gift program for employees who give to charitable organizations. Even after moving its headquarters to Chicago, Boeing remains the largest private employer in the city.
The company will match gifts between $25 and $10,000. While charitable donations made by current employees can be matched at a 1:1 ratio, donations made by retired employees can be matched at a .5:1 ratio.
Boeing also provides grants to nonprofits where employees donate their time. The company provides a $10 grant for every 10 hours of volunteering, with a max of $10,000. To qualify, employees must volunteer at least 25 hours. Boeing also offers team volunteer grants, awarded to groups of employees who volunteer for nonprofits. The gift is scaled by the number of employees in the group.
Read more about Boeing’s matching gift program.
Intermec Foundation
With a 5:1 match on donations from employees and directors, the Intermec Foundation offers one of the most generous matching gift programs in the corporate world, let alone Seattle.
The Intermec Foundation will provide up to $75,000 in matching funds per employee per year and up to $150,000 in matching funds per director per year.
For example, let’s say an Intermec Foundation employee donates $2,000 to an eligible nonprofit. Assuming the individual submits a match request, the Intermec Foundation will provide a matching gift of an additional $10,000, totaling $12,000. A program like this has the power to completely change a nonprofit’s growth trajectory!
Read more about the Intermec Foundation’s matching gift program.
Liberty Mutual Group
The Liberty Mutual Group provides matching funds to select types of organizations during Give with Liberty, the company’s annual giving campaign.
Through online pledging and payroll deduction, Liberty Mutual matches 50 cents on every dollar (i.e. a .5:1 ratio) that employees donate to a wide variety of social service nonprofits. Their payroll giving campaign is only a portion of the company’s matching gift program.
Plus, Liberty Mutual also offers volunteer grants for 3 employees annually. Each of these 3 selected employees receives $10,000 to donate to a nonprofit of their choosing. Nonprofit volunteers must register for this award, known as the Chairman’s Community Service Award.
Read more about the Liberty Mutual Group’s matching gift program.
Alaska Airlines
They will match gifts with a minimum of $50 and a maximum of $4,000 at a 1:1 ratio. Like many organizations, their match request process is done electronically, which speeds up the process.
Alaska Air also gives organizations volunteer grants of $10 per hour for up to $1,000, after an employee volunteers at that organization for a minimum of 5 hours.
Learn more about Alaska Air’s matching gift program.
Matching Gift Database: How Double the Donation Can Help
As the most comprehensive source for all things corporate giving, Double the Donation’s database allows corporate employees to quickly check their match eligibility, submit matching gift requests, and submit volunteer grant requests to their employers.
With more than 24,000 companies that represent over 15 million match-eligible individuals, it’s the world’s leading matching gift database. A database like this can pinpoint major revenue opportunities for nonprofits!
Plus, Double the Donation’s matching gift software goes above and beyond providing the necessary forms and guidelines. It recognizes match-eligible donors through email domain screening and will automatically follow up with these individuals until they complete the match process.
Think your organization may benefit from Double the Donation’s tools?
Corporate philanthropy is a driving force in the nonprofit world. If your organization isn’t taking advantage of it, you may be missing out on major revenue opportunities.
A substantial amount of Seattle businesses offer these programs, so make sure to familiarize yourself with your donors’ employers. That way, you can boost your revenue and double (maybe even triple!) your donors’ impact. Don’t let these important opportunities slip through the cracks. Start researching your donors’ employers now!
Companies in Philadelphia That Offer Matching Gifts
/in Matching Gift Companies, Learning Center /by Adam WeingerHere at Double the Donation, we specialize in helping nonprofits increase their donations through corporate match programs such as matching gifts and volunteer grants. Both of these programs involve a corporation matching a contribution made by an employee to an eligible nonprofit, and these initiatives can be a great source of funding for local nonprofits in any city.
Today, we’re looking at Philadelphia, PA. We’re going to examine the matching gift programs of the following Philadelphia-based companies:
First, we’ll examine the city’s financial standing overall before diving into some of its biggest corporate philanthropy providers and how your organization can best capitalize on the opportunities at hand.
Corporate Matching in Philadelphia, Pennsylvania
Philadelphia is the largest city in the state of Pennsylvania and the 6th most populated in the US. The city boasts several Fortune 500 companies with a strong history of corporate giving, as well as the Philadelphia Stock Exchange. The city of brotherly love is the economic and cultural center of the state. Home to over 1.5 million people, Philadelphia has the 9th largest GDP in the United States.
In addition to headquartering some major corporations, the city is home to many nonprofit organizations that could benefit from more information about matching gift programs.
Discovering Matching Gift Opportunities
To truly capitalize on the opportunities offered by corporate philanthropy programs in Philadelphia, nonprofits should consider adding a matching gift tool to their resources.
For example, Double the Donation is a software that fully automates the matching gifts process. By streamlining the discovery of and outreach to match-eligible donors, the program handles much of the solicitation process for you. Any nonprofit looking to expand on its already-established matching gifts processes would benefit from this type of software.
Not to mention, Double the Donation Matching empowers organizations with the tools to embed an industry-leading matching gift database directly on their website and donation forms so donors can search for their eligibility with ease. Further, eligible donors will be provided with detailed and company-specific information on the gift confirmation screen and automated follow-up emails regarding how to begin the process.
With that in mind, explore the following list, complete with some of Philadelphia’s most prominent corporate philanthropy opportunities.
List of Matching Gift Companies in Philadelphia
Check out the following Philadelphia-based companies that offer standout corporate philanthropy programs in the area.
Comcast Corporation
Headquartered in Philadelphia, Comcast Corporation is one of the largest US-based telecommunications companies today. And they provide generous employee matching gift initiatives for their staff of nearly 200,000 team members. Currently, full- and part-time individuals qualify for matching donations to most of their favorite nonprofits—including health and human services, arts and cultural organizations, civic and community groups, environmental nonprofits, and more.
Donations between $5 and $1,000 will be matched at a 1:1 rate, effectively empowering individual employees to double their donations to charitable causes.
Read more about Comcast Corporation’s matching gift program.
Aramark
Aramark is a food service and hospitality company based in Philadelphia, PA. With over 245,000 employees, this Fortune 500 company aims to engage its workforce and its overall community with two generous matching gift programs.
Each year, full-time employees have the opportunity to partake in Aramark’s Matching Gifts to Education Program (up to $2,000 per fiscal year) and Aramark’s Matching Gifts Program to Other Nonprofit Organizations (up to $250 per fiscal year).
Read more about Aramark’s matching gift program.
Lincoln Financial is a Fortune 200 holding company based in Philadelphia. Donations between $50 and $10,000 will be matched at a 1:1 ratio, and almost all 501(c)(3) organizations are eligible for Lincoln Financial’s program. Not to mention, Lincoln Financial Group encourages full-time, part-time, and retired employees to get involved through charitable giving!
Read more about Lincoln Financial Group’s matching gift program.
AmerisourceBergen
Currently headquartered in Conshohocken, PA (just outside of Philadelphia), AmerisourceBergen is a global healthcare and American drug wholesale company. The corporation, the product of a merger between Bergen Brunswig and AmeriSource, ranks #8 on the Fortune 500 list.
AmerisourceBergen matches full-time and part-time team members’ donations to most 501(c)(3) nonprofits, with a generous matching threshold of up to $10,000 per employee per year. The company typically matches at a 1:1 ratio, though periodically increases its match rate to 150% around Giving Tuesday and other special promotions.
Read more about AmerisourceBergen’s matching gift program.
And that’s just a portion of the charitable-minded companies with corporate philanthropy initiatives like these. To dive into even more businesses that offer matching gifts or volunteer grants across the globe, click here.
Matching Gift Upsells | A Guide for Boosting Donations
/in Learning Center /by Adam WeingerIf you’re looking to drive additional fundraising revenue through corporate gift-matching programs, making the most of matching gift upsells is the way to go.
Picture the following scenario:
A donor is in the process of making a gift to your organization. As they fill out your online donation form, they select the second suggested gift size at $20. Upon submitting their donation, however, they realize that the gift would have been eligible for a corporate match from their employer should it have been just $5 more.
Since the company they work for has a $25 minimum donation for matching gifts, the donor’s initial $20 gift doesn’t quite make the cut. Suppose they had known that before completing their donation, they would have sacrificed an additional latte that week to boost the contribution into the eligible gift-matching threshold. As a result, your nonprofit would have received not only the extra $5 from the donor but a $25 match as well—bringing the total donation value to more than $50.
The above scenario perfectly illustrates the importance of matching gift upsells and the impact they can have on nonprofit fundraising strategies.
In this guide, we’ll walk through the following topics to provide more information about matching gifts and how you can drive corporate support with donation upsells effectively. Specifically, we’ll cover:
Ready to learn more about matching gift upsells and the opportunities they can present fundraising organizations like yours? Let’s get started with the basics.
What Are Matching Gifts?
Before diving into the value of matching gift upsells and how you can use this strategy to increase your fundraising revenue, you’ll first need to understand a few key concepts surrounding matching gifts. We’ll answer those questions here!
Essentially, matching gifts are donations made through a particular type of corporate giving program in which companies match charitable donations made by their employees to eligible nonprofit causes.
The process typically looks like this:
The exact parameters surrounding an employer’s matching gift program varies by company, though the vast majority of participating businesses match eligible donations at a dollar-for-dollar rate. Others, however, choose to match at a lower (e.g., 50 cents per initial donor dollar) or higher rate (e.g., $2 or even $3 per donor dollar).
What Are Matching Gift Upsells?
Driving matching gift revenue effectively is all about using the right verbiage in your fundraising asks. One thing that nonprofits are beginning to see more of is called matching gift upsells.
Every company puts different eligibility criteria and guidelines in place for their matching gift program. One of these criteria is minimum and maximum donation amounts that the business is willing to match. A matching gift upsell occurs when organizations encourage donors to make larger gifts in order for their contributions to be eligible for a corporate match.
In other words, when a donor is about to make a donation that falls below their employer’s donation threshold, a matching gift upsell convinces them to increase their gift size to fall between the minimum and maximum match amounts.
The Value of Matching Gift Upsells
Matching gift upsells offer significant value to nonprofits looking to improve their corporate fundraising strategies while raising more for their causes and building strengthened relationships with supporters. As you lean into this powerful tactic, here are three key benefits to consider:
Just as matching gifts offer value to each party involved, matching gift upsells do as well. Without specific strategies in place to leverage this impactful concept, you’re likely to miss out on a ton of potential fundraising revenue.
Best Practices for Leveraging Matching Gift Upsells
Now that you understand the importance of matching gift upsells, how can you adjust your efforts to emphasize this type of fundraising strategy? Let’s discuss three of our favorite tried-and-true ideas for maximizing your matching gift upsell.
1. Collect employment data from donors as they give.
One of the most effective—yet often overlooked—strategies for increasing matching gift revenue is simply asking donors where they work at the time of donation. By collecting employment data during the giving process, nonprofits can unlock a powerful stream of potential funding while setting the stage for matching gift upsell opportunities.
Here’s what we recommend:
Collecting employment data at the point of donation isn’t just a smart tactic—it’s a strategic move that sets the stage for unlocking free money. It allows you to identify the right donors at the right moment, enabling your team to raise more while deepening engagement with supporters.
2. Provide access to matching gift program data.
One of the best ways to encourage matching gift upsells is by sharing company-specific matching gift details with donors. You can’t expect donors to increase their donations to meet match-eligibility requirements if they’re unsure of their employer’s program guidelines!
Luckily, the right software can be a huge help here, as both a time-saver and a donation booster. For example, consider embedding a matching gift database tool in your online donation page. This way, donors completing an online gift can simply do a quick and easy search of their employer name to determine both if their company offers matching gifts and if the gift they’re about to make would be eligible.
If they see that their gift falls below their employer’s minimum, they can choose to adjust their donation size accordingly.
3. Incorporate suggested donation sizes.
Many organizations utilize suggested donation sizes to coax donors into giving larger amounts than they initially may have. When you choose your suggestions carefully, you can encourage more donors to make match-eligible donations and ultimately secure corporate gifts for your cause.
How? Matching gift statistics report that 93% of participating companies have a minimum donation threshold of less than or equal to $50. Further, the average minimum amount falls at only $34. As you determine which donation sizes to set for your online giving form, keep these figures in mind.
For example, consider setting your lowest donation tiers at $35 to $50, with more significant gift options increasing from there. Just remember, it’s crucial to retain a “choose-your-own-donation” field that allows supporters to go lower, higher, or in between levels if they so choose.
4. Look for software that automates the upsell process.
Having the right software in place is a critical prerequisite for optimizing your matching gift efforts. When it comes to leveraging matching gift upsells, we suggest exploring donation tools that offer that specific feature.
For example, Double the Donation offers a native integration with Fundraise Up, a popular online donation platform that incorporates matching gift upsell functionality directly into the giving process.
If a user is about to make a gift that falls below the minimum threshold for their employer, they’re automatically notified of the donation size gap and asked if they’d like to up their contribution to meet program requirements.
This collaborative tool allows donors to adjust their giving before clicking submit, often leading to increases both in donation sizes and matching gift eligibility. Talk about a win-win!
5. Encourage repeat gifts.
When it comes to maximizing matching gift revenue, encouraging donors to give more than once throughout the year isn’t just good for overall fundraising—it’s also a smart strategy for helping them qualify for their employer’s matching gift program.
Because many companies that offer matching gift programs set a minimum donation threshold before a match is triggered, if a donor gives below that amount, they might fall short of eligibility. But if they make multiple donations over time that cumulatively meet or exceed that threshold, they may still qualify for a match.
Here’s what we recommend:
Repeat giving doesn’t just boost donor retention—it also increases the chances of unlocking matching funds that might otherwise go untapped. By keeping donors informed and engaged throughout the year, you make it easier for them to qualify, and easier for your organization to benefit.
Wrapping Up & Additional Resources
Matching gift upsells are one of the best ways to bring an already lucrative fundraising strategy to the next level. You’ll receive additional funding for your cause while allowing more donors to make a larger impact on your nonprofit mission—which is a win-win for everyone involved.
To make the most of this strategy, it’s vital that you equip your team and your donors with the matching gift fundraising technology required to make this idea a reality for your organization.
Learn more about matching gifts and other impactful fundraising strategies with these additional resources:
Portland, Oregon Companies with Employee Matching Gift Programs
/in Learning Center, Matching Gift Companies, Lists and Rankings /by Adam WeingerIf your donors work for a company with a matching gift program their donations can be matched be their companies. Double the Donation can help you optimize your fundraising from sources like matching gifts and double your donations overnight. Start your journey here at Double the Donation. There are many resources across the site to help nonprofits increase their fundraising.
List of Companies with Matching Gift Programs in Portland
Portland is known for it’s forward-thinking, progressive culture. Many companies have adopted these attitudes and now offer a wide variety of corporate philanthropy initiatives. Portland is one of the most populous cities in Oregon. While only a few Fortune 500 companies are headquartered in the city, many others have a strong presence. Check with your donors to see if their companies match charitable donations.
In the meantime, consider these companies currently offering matching gift benefits to their employees. Be sure to take advantage of this vital fundraising source!
Nike
Nike will match up to $2,500 per employee to most charitable organizations. They will also match $1,000 a year for part-time employees.
Read more about Nike’s matching gift program.
Siemens
Siemens AG will match donations on a 1:1 ratio to educational institutions. Each employee is eligible to have up to $2,000 matched by the company.
Read more about the Siemens matching gift program and volunteer grants.
U.S. Bank
U.S. Bank matches $3,000 donations to many types of nonprofit organizations. Does your nonprofit qualify?
Read more about Bancorp/ U.S. Bank’s matching gift program.
Wells Fargo
Wells Fargo will match up to $6,500 a year to educational institutions. The company also has a dynamic volunteer grant program.
Read more about the Wells Fargo matching gift program.
Want to learn more about how Double the Donation can help your organization? Read about some of our nonprofit clients here.
Double the Donation and OneCause Enhance Integration to Streamline Matching Gift Experience
/in Press Releases, Company Updates, About Double the Donation /by Adam WeingerDouble the Donation and OneCause are excited to debut new integration enhancements that will allow organizations to further streamline the matching gift fundraising process. This expanded functionality reflects the partnership’s continued commitment to facilitating matching gift revenue acquisition.
The new integration enhancement allows users to access company-specific matching gift next steps directly from the confirmation page screen. With this enhanced functionality, organizations can identify and secure more matching gifts during the giving process.
The enhancement simplifies employment data capture and automates segmented outreach. When a donor completes their OneCause Peer-to-Peer donation form, Double the Donation determines the donor’s specific matching gift eligibility and provides a link to the associated matching gift employer.
Double the Donation integrates seamlessly with OneCause Peer-to-Peer donation tools to automate the matching gift process for donors. Accessing this integration will enable fundraising organizations to initiate and continue matching gift conversations with donors while they are in the giving process. As a result, these organizations will be able to acquire more matching gift revenue while strengthening donor relationships.
Drive More Matching Gifts to Completion with Double the Donation!
Double the Donation ensures your matching gift opportunities don’t fall through the cracks.
Take advantage of this solution to:
Looking to learn more? Check out our in-depth integration guide to get started!
About OneCause: OneCause is a powerful fundraising solution that delivers innovative, easy-to-use software for auctions, peer-to-peer, text2give, events, payments, and more. Learn more at www.onecause.com.
About Double the Donation: Automate your matching gift fundraising with the industry-leading solution from Double the Donation. The Double the Donation platform provides nonprofits with tools to identify match-eligible donors, drive matches to completion, and gain actionable insights. Double the Donation integrates directly into donation forms, CRMs, social fundraising software, and other nonprofit technology solutions to capture employment information and follow up appropriately with donors about matching gifts. To learn more about Double the Donation, visit https://doublethedonation.com and request a demo at https://doublethedonation.com/get-a-demo/.
Matching Gift Integration | A Complete, Step-by-Step Guide
/in About Double the Donation, Learning Center /by Adam WeingerMatching gifts offer an incredible opportunity for fundraising groups to double or triple donations by tapping into the generosity of their supporters’ employers. However, many organizations fail to realize their full matching gift potential, largely due to a lack of program awareness and insufficient resources for promoting the opportunity. Fortunately, a matching gift integration can eliminate barriers to entry, increasing familiarity and making it easier for donors to get involved.
In this complete, step-by-step guide, we’ll walk you through everything you need to know about matching gift integrations—from setting up the tools to optimizing the donor experience—so your nonprofit can maximize its matching gift success.
Specifically, we’ll cover the most popular methods of matching gift integration below:
When it comes to making the most of matching gifts, equipping your team with the right tools is a must. However, integrating the tools with one another will bring your success to new heights. And we’re here to show you how!
Method #1: Implementing our search tool on your donation pages.
The first method for integrating matching gifts involves implementing matching gifts directly within your donation pages. There are generally two opportunities through which this can be done, but it’s highly essential that you incorporate both in your strategy to maximize your success:
Donation Form Search Tool
One of the easiest ways to integrate matching gifts into your fundraising strategy is by adding a matching gift search widget directly to your giving forms. This donor-facing tool allows supporters to quickly search for their employer’s matching gift program while completing their donation.
By placing this feature directly within your donation forms, you streamline the process for donors, making it easier for them to take advantage of their employer’s matching gift programs while actively giving to your cause. This helps increase the likelihood of receiving matching gifts by targeting the opportunities as donors are at the height of their engagement.
Confirmation Page Widget
Once a donor submits their gift, they’re generally re-routed to a confirmation screen. For the best results, we recommend placing Double the Donation’s matching gift tool on this page to target donors while at the height of their engagement with your cause.
After a donor completes their gift, the widget provides company-specific program guidelines and forms (if an employer was selected during the previous step) or offers an additional opportunity to search for a company (if one was not previously selected). In other words, this post-donation touchpoint reinforces the opportunity to double their contribution, even if they didn’t explore matching gift options during the donation process itself.
Then, for qualifying donors, the confirmation screen widget also offers an opportunity to complete the auto-submission process. When a company enables this option—through a partnership between its CSR platform and Double the Donation—its employees can submit their matches in a single click. (Hint: to uncover companies with auto-submission enabled, look for CLMA-designated employers in the database search tool!)
Method #2: Integrating Double the Donation with your CRM or donor management system.
The next kind of tool you can integrate with matching gifts is your CRM or donor management system. Whereas a donation page integration involves the addition of a donor-facing widget in your giving forms, a CRM-based matching gift integration takes more of a behind-the-scenes approach. This provides more complete coverage of your donor base, enabling your team to identify matching gift eligibility and pursue those gifts for all donors.
After a donor makes a gift (regardless of whether it’s completed online or offline, as part of an event, etc.), a record is created in your donor database. That record is then passed into Double the Donation using a seamless and highly secure connection, and Double the Donation triggers a series of follow-up communications designed to drive eligible matches to completion.
These communications segment donors by their likely eligibility for matching gifts, with dedicated streams for eligible, likely ineligible, and unknown recipients, ensuring each supporter receives the most relevant information possible.
Method #3: Embedding our database widget on your Matching Gifts Page.
Our final strategy involves creating a dedicated Matching Gifts page on your nonprofit’s website—then, adding a matching gift database widget to the online hub. This allows visitors to easily uncover information regarding matching gifts, including how the programs work, how to identify eligibility criteria, how to submit the appropriate forms, and more.
By having a centralized location that educates donors about matching gifts, you can drive awareness, ultimately leading to more matching gift submissions. Plus, it gives your team a place to send supporters who might have missed the opportunity during their initial donation process. When donors access your Match Page from an automated email, for example, you can identify their eligibility and track their employment data in the backend of the platform.
Bonus: Matching Gift Integration FAQ
Matching gift integration can be a game-changer for nonprofits looking to maximize their fundraising efforts. However, understanding the process and making it work seamlessly can raise a lot of questions.
Whether you’re new to matching gifts or looking to optimize your current setup, this Q-and-A section covers the most common inquiries nonprofits and schools have about integrating matching gift tools in their fundraising.
Can I receive matching gifts without a matching gift integration?
The short answer is yes, though there’s likely to be a significant disparity in terms of matching gifts you qualify for versus matching gifts you actually receive. While your organization may still receive matching gifts without a formal matching gift integration, the process is significantly more cumbersome for donors and nonprofits alike.
Without an integration, it often requires supporters to independently research whether their employer offers a matching gift program, navigate submission portals, and complete the necessary paperwork. In contrast, integrating matching gift tools streamlines the process by automatically identifying eligible donations and guiding donors through the submission process. This helps reduce friction in the process, which leads to missed opportunities, and ultimately increases the likelihood of securing matching funds. As a result, organizations that implement matching gift automation can expect to see revenue growth of between 20% and 50%!
Can my team implement multiple matching gift integration methods?
Yes, your team can implement multiple matching gift integration methods. In fact, it’s actually encouraged to ensure the fullest coverage of all matching gift donors in your network.
By integrating matching gift tools into both your main donation form and your CRM (along with any peer-to-peer software you have!), you create a comprehensive system that captures eligible matches at various stages of the donor journey.
A donation form integration allows donors to instantly see if their employer offers matching gifts during the giving process, while a CRM integration helps your team track and follow up with donors who may have given offline and, therefore, may not have been identified as such otherwise. Combining these methods ensures you maximize matching gift opportunities and reduce the likelihood of available matches slipping through the cracks.
We also offer duplicate record detection functionality, which ensures your team is not repeating any efforts!
How complicated is the matching gift integration process?
The process of setting up your matching gift integration can seem a bit intimidating at first. Fortunately for you, Double the Donation and its extensive network of integration partners have already taken care of the hard part—so getting started is actually quick and simple.
With the technology work completed, it’s never been easier to connect a matching gift tool using ready-built integrations. This eliminates the need for complex coding or technical expertise, making our tools accessible to teams of all sizes and abilities.
Once set up, the integration works seamlessly in the background, making it easy for donors to submit matching gift requests while ensuring your nonprofit can track and manage those gifts without lifting a finger.
Which fundraising platforms support matching gift integration?
Double the Donation integrates with over 100 leading fundraising platforms, including the majority of popular donation form providers, CRMs, peer-to-peer fundraising tools, and more.
This wide range of integrations allows nonprofits to easily connect matching gift tools to their existing systems, streamlining the process for both donors and staff. To learn about specific integration options or see if your platform is supported, we encourage you to visit our integrations page to search the partner directory for more detailed information.
What if Double the Donation doesn’t integrate with my fundraising tools?
If Double the Donation doesn’t currently integrate with your fundraising tools, don’t worry! Our team is constantly building out additional integrations with new fundraising platforms, CRMs, and more.
You can also contact our team to advocate for a new integration, as we’re always eager to expand our network of partnerships. Our goal is to ensure organizations like yours have access to the best tools for maximizing matching gift opportunities!
[For Fundraising Platforms] How can my platform build a matching gift integration?
If you’re a fundraising software provider looking to build a matching gift integration, we encourage you to contact the Double the Donation team to get started.
Our team is experienced in developing seamless integrations and will guide you through the process of connecting your platform to our matching gift solution. By partnering with Double the Donation, you can offer your users enhanced functionality that makes it easier for nonprofits to maximize their matching gift revenue.
Sample Matching Gift Integration: See it in Action
Now that you understand the basics of integrating matching gifts into your overall fundraising strategy, we wanted to walk you through an example of an organization doing this well.
Check out the following matching gift flow from the Leukemia & Lymphoma Society:
Step #1: Matching gifts on the organization’s peer-to-peer donation form
Donors are encouraged to provide their employment information using an intuitive, seamlessly embedded matching gift search tool within the donation form. All they need to do is begin typing the name of their company and select the appropriate listing from the drop-down menu!
Step #2: Matching gifts on the organization’s confirmation screen
Immediately after giving, donors are thanked for their support and encouraged to make their contributions go further with a match. If employment information is provided on the form, donors are presented with company-specific program insights and direct form links to complete their requests in real time.
Step #3: Matching gifts in a follow-up email
Within minutes of submitting their gifts, donors receive a personalized matching gift reminder via email as well, complete with company program guidelines and request forms to get started.
Step #4: Matching gifts on a dedicated web page
Throughout their matching gift communications, donors are continuously encouraged to learn more about the matching gift opportunity with a direct link to the organization’s Match Page. This online hub contains a step-by-step walkthrough of matching gifts along with a powerful company search tool to make uncovering matching gift programs as easy as possible.
As you can see, LLS uses every opportunity to engage its audience with matching gifts—from the initial contribution to a number of follow-up reminders. And it’s all thanks to its seamless matching gift integration setup, connecting its matching gift tool (Double the Donation) with its donation forms, peer-to-peer software, and more.
Getting Started — Next Steps for Matching Gift Integration
Integrating matching gift tools into your fundraising and donor management processes unlocks the potential to significantly boost your nonprofit’s revenue. With a seamless setup and strategic donor education, your organization can make the most of this often-overlooked revenue stream.
Take action now to leverage the full power of matching gifts. Then, watch your fundraising efforts soar while engaging both donors and their employers in meaningful ways.
Ready to learn more about matching gifts and other workplace giving opportunities? Check out the following recommended resources:
Magical Matching Gift Companies in Orlando, Florida
/in Matching Gift Companies, Learning Center /by Adam WeingerDouble the Donation partners with nonprofits to help them increase their fundraising revenue from employee matching gifts and volunteer grant awards. We’ve created a short list of some of the top nonprofits in major metropolitan areas to further help nonprofits identify these unique fundraising sources.
Orlando is a city with plenty of large corporations offering matching gifts. Don’t leave money on the table by not reaching out to your donors about these programs. Familiarize yourself with this list of companies and remind your donors to check and see if their company will match their donations.
HCA
The Hospital Corporation of America will match donations between $25 and $2,500. They also have a generous volunteer grant program.
Read more about the HCA matching gift and volunteer grant program.
JPMorgan Chase
JP Morgan Chase will match donations made by employees between $25 and $1,000. JPMorgan will match donations with most nonprofit organizations.
Read more about the JPMorgan Chase matching gift and volunteer grant program.
McDonald’s
McDonald’s matches employee gifts between $50 and $5,000. Both full and part-time employees can take advantage of this program.
Read more about the McDonald’s matching gift program.
The Walt Disney Company
Walt Disney is one of the most visible companies in Orlando. The Disney company will match up to $15,000 per employee each year. The company also offers a generous employee volunteer program.
Read more about the Walt Disney Company’s matching gift program.
Awesome #GivingTuesday Advice From 30+ Nonprofit Experts
/in Learning Center, Lists and Rankings /by Adam Weinger#GivingTuesday might not be until December, but because planning and preparation are key to any successful campaign, the best time to start thinking about how to take advantage of this fundraising opportunity is now. That’s why Double the Donation’s team has compiled standout Giving Tuesday advice from over 30 experts on how nonprofit organizations can make this #GivingTuesday a hit.
Let’s jump in with our first set of recommendations.
Start Planning Now!
Far and away, the most common piece of advice was to start planning as soon as possible. Getting a head start on promotions, social media trends, and marketing materials and engaging with donors (individuals, foundations, corporations, etc.) is going to be the key to a successful campaign!
Lynne D. Filderman, Vice President & Chief Marketing Officer at America’s Charities, says: “#GivingTuesday is a movement to inspire generosity, not just another website where you list your charity profile or an event that replaces your existing year-end campaign. The hype from #GivingTuesday should be used to draw attention to your organization’s story and impact. It’s an opportunity to reach new donors and find new ways to excite existing supporters. Whether you choose to integrate #GivingTuesday into your year-end fundraising campaign or as a stand-alone awareness day event, your success will be determined by how focused your message is, how clear your call to action is, how active you are in promoting your initiative, and how well you plan – starting now.”
Gretchen Barry, Director of Marketing and Communications at NonprofitEasy, says: Don’t have a #GivingTuesday plan? Don’t stress. Many organizations dread #GivingTuesday, mostly because they haven’t created a plan or set any objectives. Here are three tips to jump-start your strategy.
Tip #1: There are many ways to tap into the #GivingTuesday machine, so if you don’t already have a plan, no worries! Break out a flip chart, grab a few of your most creative thinkers, determine your #GivingTuesday objective (it’s okay to start small), and spend 30 minutes on a quick brainstorming session.
Tip #2: Communication is the key to success. Once your plan is in place, pull a short list of your most active volunteers, board members and donors and start making personal calls asking them for help in spreading the word. Then, send them a follow-up email thanking them for their help – very important!
Tip #3: Make the call to action clear and ensure that it’s easy for people to connect with your organization on #GivingTuesday. For example, hold an open house and encourage the community to drop by and learn more about your mission. If you don’t have the budget for an open house, hold a virtual open house through social media and invite community leaders and your volunteers to share stories about your mission and ways that people can help. Make a list of volunteer opportunities and post one through social media every hour or two throughout the day.
Bonus Tip: Don’t forget to review your results. Document what worked and what didn’t work, and then pat yourself on the back because you’re already on your way to a plan for next year’s #GivingTuesday.
Howard Lake, Publisher at UK Fundraising, says:
Dan Fonseca of FrontStream says: “#GivingTuesday is a growing charitable movement that takes place during the holiday season. For one day (the Tuesday after Black Friday), we’re reminded that giving back and aiding important causes is just as (if not more) important as super savings deals. Back in 2012, FirstGiving’s #GivingTuesday donation grand total was $159,102.96. In 2013, we announced that $438,018.50 was raised in a single day. In that year alone, #GivingTuesday’s momentum grew almost fourfold. And in the years following, it grew even more substantially. Of course, this is all thanks to our partnering nonprofits. We’re just here to help facilitate what these nonprofits do best. We’re excited to see what this new year brings!
If we had any word of advice, it’d be to start planning for your #GivingTuesday campaign early, we’re talking months of planning in advance. Take advantage of the buzz and momentum of this fantastic charitable movement. Learn what successful organizations did in the past and think about how you can take what you’ve learned and apply it to your organization. Think about donation incentives and how to motivate your supporters. Do you know what motivates them?”
Blue Hovatter, Founder of Community Funded, says: “The best thing you can do to make your #GivingTuesday a success is put together a solid plan of attack and pre-promote the event. Make sure you have a plan for how you are going to reach out to your network, and make sure the event has plenty of pre-promotion. Get everyone on your team ready to go and make sure your community is aware and ready to take action.”
Dan Quirk, Marketing Specialist at SalsaLabs, says: “Test and analyze several different donation landing page designs and layouts in advance so that you are using your highest performing (converting) page on #GivingTuesday.”
Julia Campbell, Founder of JC Social Marketing, says: “The key to success in a #GivingTuesday campaign is planning ahead. Plan for the day as you would a big in-person fundraising event, with tasks, deadlines, and responsibilities. Do not leave the promotion of your campaign up to one person – get a group involved and form a #GivingTuesday committee! Encourage donors, volunteers, board members, staff, and community members to spread the word about your campaign online via the social media channel they like best. Create an example Social Media Kit with graphics and sample tweets and posts to make it super easy for people to share the info. Don’t forget to thank people afterward and follow up with everyone who participates to let them know the results and create momentum for next year!”
Amy DeVita, Founder of Top Nonprofits, says: “#GivingTuesday is an ingenious way for any-sized organization to gain greater awareness by leveraging a national campaign that appeals to the growing number of people who are fundamentally turned off by “Black Friday” and “Cyber Monday” – basically a counter to consumerism for the sake of consumerism. Prepare and strategize…in advance!
Look at Giving Tuesday as the harvest date and plant seeds and pathways for your donors to connect with you for the months leading up to it. But first, have a plan. Will you find a matching donor? Will you solicit time donations in addition to monetary donations? Think about where you want to end up—and make a map that will get you there; don’t just spin around aimlessly.
Start now, maybe with regular posts on Facebook that give a look at the difference your group is making, and include the hashtag #GivingTuesday. Use the hashtag in your Tweets—start making your organization discoverable to those searching for #GivingTuesday—now or months from now.”
Craig Van Korlaar, Founder of Top Nonprofits, says: “As Benjamin Franklin said, ‘By failing to prepare, you are preparing to fail.’
I think that it’s important to remember that any successful #GivingTuesday campaign is, first and foremost, a campaign. All great campaigns require advanced planning and strategy. Stating objectives, determining an audience, and identifying campaign success KPIs are all important. While a nonprofit organization that works with an agency can certainly call on its team to create a campaign, to the hundreds of thousands of nonprofits relying on their own in-house staff, creating a campaign may seem daunting.
Fortunately, there are free tools that one can utilize to produce a robust and documented strategy, including robust campaign planning documents and editorial calendars.”
Hesha Patel, Director of Marketing for JK Group, says: “The key to a successful giving campaign is proper planning and communications. Non-profits should work with their corporate partners in devising a multi-touch communication plan that not only talks about the logistics of the campaign but also what the cause aims to achieve. That will drive employee participation.”
Don’t Treat #GivingTuesday as a One-Day Event
Several experts agree that while #GivingTuesday IS a one-day event, you shouldn’t treat it as such. This is a great opportunity to work on donor cultivation for the long-term.
Ken Berger, President and CEO of Charity Navigator, says: “We are a strong supporter of #GivingTuesday and its ability to inspire new acts of generosity. But December 2nd should just be the stepping stone on the path of cultivating new donors. Charities that have excelled at leveraging #GivingTuesday are the ones that feed their donors’ demand for data on their impact. These charities engage in ongoing communications with their new #GivingTuesday supporters to inform them about the results of their charitable programs and services. We believe and have seen that the more transparent charities are about their performance, the more donors will respect, value, and support their efforts.”
Sarah Ford, Associate Marketing Manager for America’s Charities, says: “While #GivingTuesday culminates in a single, 24-hour period, it is by no means a one-day event. It is a movement to encourage giving and celebrate philanthropy. Whether it’s through workplace giving, volunteering, cause marketing, matching gifts, charity fairs, donating items to charity, or simply telling the world about your company’s cause work and impact, there are several ways to leverage your company’s social responsibility initiatives with #GivingTuesday. Be creative, and don’t be afraid to reach out to industry experts for advice.”
Megan Keane, Membership Director at NTEN, says: “Remember, #GivingTuesday goes beyond a single day of giving – a successful campaign is part of a larger donor cultivation and fundraising strategy. At NTEN, our #GivingTuesday participation was one piece of our annual giving campaign that followed our month-long Member Appreciation Month. We encouraged supporters to extend the spirit of thanks by giving back to the NTEN community, and #GivingTuesday was a way of showcasing our community through being a part of a larger movement.”
Partner Up with Corporations and Foundations
An important part of nonprofit success is the partnerships an organization can forge with both local and national businesses. These experts advise building relationships around #GivingTuesday can make for a successful campaign, and even beyond!
Donna Callejon, Chief Business Officer of Global Giving, says: “Nonprofits should be in touch with their corporate and foundation funders to see if there is a campaign or program they can join as part of #GivingTuesday.”
Mark Feinberg, Co-Founder and CEO of Uruut, says: “#GivingTuesday provides an incredible opportunity for businesses and foundations of all sizes, individuals of all age groups and backgrounds to come together to support causes they care deeply about. I hope we can use the energy and success of #GivingTuesday and move us even closer to a “Giving Everyday” framework. We continue to make great progress in this regard, but there is even more we can do.”
Lori Forte Harnick, General Manager of Microsoft Citizenship and Public Affairs, says: “Nonprofits can maximize fundraising during #GivingTuesday by working with corporations with similar philanthropy goals. Through the Microsoft YouthSpark initiative, we’re partnering with a full range of youth-serving nonprofits to empower young people with technology tools and education and help them fulfill their dreams.”
Adam Weinger, President of Double the Donation, says: “It’s important for nonprofits to leverage matching gifts or general corporate support into positive PR for both you and the corporation to ensure future collaboration and, therefore, a stronger nonprofit-corporate relationship. If you receive a donation from a corporation, think about how your organization can publicly acknowledge the support through your website, social media, or press releases.”
Engage and Thank Your Donors: Before, During, and After #GivingTuesday
Keeping your donors and constituents engaged and acknowledging their support before #GivingTuesday will make it easier to make a direct ask for the event. Your donors should know how grateful you are for their past support before you make an ask, while you’re making the ask, and especially after you make the ask.
Bill Tedesco, CEO of DonorSearch, says: “After #GivingTuesday, evaluate your list of new donors to determine if any of them could be prospects for a larger gift in the future. Performing prospect research on new donors is a great way to identify donors who have given large donations to other nonprofits. Once you identify these donors, have a member of your team reach out to personally thank them for their donation.”
Karrie Hungerford, Co-Founder & CEO of GivingTrax, says: “A great way to increase overall contributions is to engage local businesses to offer public match challenges or increased employee matching gifts. You can provide value back to businesses by using social media to create awareness of their contribution and support of your organization.
Tweet the matching gift offer and post it to social media channels multiple times before and during #GivingTuesday. Be sure to tag the business sponsors’ handle and include applicable hashtags for your area. An example of this would be the following tweet: ‘Kudos to @donor for giving @your-organization’s-handle on #GivingTuesday a #matchinggift of $5,000. Give at: [link to giving page]’. Be sure to use short codes to a donation landing page for the event or include a way to donate within the post.”
Randy Hawthorne, Executive Director/Publisher of Nonprofit Hub, says: “Thank all of your donors in early November as part of a Thanksgiving campaign so that you’ve had contact before you make an ask at the end of the month.”
Alexandra Saavedra, Marketing Programs Manager of Greater Giving, says: “Share your results on social media after the fact and let people know how you did (perhaps a ‘thank you’ video on YouTube).”
Claire Axelrad, Principal at Clairification, says: “If you’re a nonprofit that’s already swamped with fundraising initiatives at this busy time of year, perhaps there’s another alternative that won’t interfere with your current schedule or risk confusing your donors by multiple, overlapping asks for donations. Personally, I like using the day for gratitude. Why does the giving have to be on the donor’s end? Why not consider it a day to give back to your donors?
There are all sorts of things you could do. Think of it as one big giant opportunity to honor your donors! Here are a few ideas for starters:
You may have something you can give your donors that costs you next to nothing. It could be free parking or VIP seating at an upcoming event. A discount at your on-site café. This year Jewish Family and Children’s Services of San Francisco did a combination of “give and get” for #GivingTuesday, offering those who give on December 1st a free glass of champagne if they’ll be attending their upcoming Gala.
So, if you’re one of those nonprofits who’ve rejected the notion of #GivingTuesday out of fear it might cannibalize your other fundraising efforts or burn out your staff and/or volunteers, I urge you to consider some giving alternatives. We don’t thank our supporters nearly enough, so why not have a day dedicated to donor love?”
Use #GivingTuesday as a Platform to Share Success Stories and Positive Outcomes
These experts agree that #GivingTuesday is a great opportunity to show your donors and supporters what you do with the donations you receive throughout the year. Telling great stories and using high-impacting numbers and figures is the best way to keep your constituents in the know and excited about continuing to give to your cause.
Rafi Norberg, President of Nexus Marketing, says: “#GivingTuesday is more than just an online donation drive, it’s an opportunity to improve your organization’s online authority. After #GivingTuesday is over, write a blog entry thanking your supporters and letting them know how their donations will be used. After you publish the post, share it via social media, the #GivingTuesday website, and your newsletter.”
Lindsay J.K. Nichols, Senior Director of Marketing & Communications at GuideStar, says: “Nonprofits can use #GivingTuesday to signal to people that give wisely (as in they give with their heads as well as their hearts – the only way to go!) that your organization “gets it.” Create a quick tip sheet of the ways people can give to your nonprofit – with their money, their time, their online/social media support, etc. – and use the #GivingTuesday hashtag to help spread the word among the ready and waiting (huge) audience that supports the campaign. Make sure you talk about your outcomes, not just your outputs, when asking for donations – remember, no stories without data and no data without stories!”
Use #GivingTuesday to Encourage Millennial Giving
Millennials are the driving force behind today’s nonprofit success. Individuals between the ages of 18 and 35 are shaping the way organizations are run, whether through engagement, employment, or simply donations (be it money or time). Get them involved and motivated to support your cause!
Megan Reile, Sales & Marketing Director at 360Alumni, says: “#GivingTuesday is a fantastic opportunity for individuals and corporations to raise non-profit support. Following Cyber Monday, which is a consumption-driven whirlwind, #GivingTuesday is a chance to give back to non-profits worldwide and remember the true spirit of the holidays. #GivingTuesday is especially impactful in engaging Millennials, those born after 1979. According to Achieve’s Millennial Impact report, 87% of millennials donated to a nonprofit in the last year, and 55% of millennials were influenced to take the job they currently have after discussing cause work with their interviewer. Millennials want to give back, so why not utilize the cause to encourage them? And using corporate matching programs gives these individuals the emotional satisfaction of knowing that their dollar went even further, often doubled. What better motivation for action?”
Listen to What Others are Doing to Make #GivingTuesday Successful
It’s always beneficial to see how others perceive a successful campaign. Take advantage of the abundance of resources out there, including webinars and radio segments, to hear ideas you may not otherwise have thought of.
Tony Martignetti, Host of Tony Martignetti Nonprofit Radio, says: “Leverage all of the webinars and radio segments on #GivingTuesday. The #GivingTuesday team maintains a large library at http://www.givingtuesday.org/watch/, and there are also radio segments such as this one of Giving Tuesday early adopters sharing their best ideas: http://tony.ma/1bWl976.”
Think Outside the “Giving” Box
#GivingTuesday doesn’t only have to be about monetary donations. Thinking outside the box can help people think creatively in terms of how they give to your organization.
Shari Ilsen, Director of Engagement at VolunteerMatch, says: “Why limit the ways in which your community can support you for #GivingTuesday? Instead, think outside the “giving” box and encourage people to get creative by giving time to volunteer by activating their social networks to run social media campaigns and sending in their own stories of how your organization has helped and inspired them. In addition to increased awareness, you’ll get even more committed folks who will connect with your nonprofit emotionally and be even more likely to donate in the future!”
Asha Curran, Director of 92Y Center for Innovation & Social Impact (and creator of #GivingTuesday), says: “At 92Y – which will celebrate its 140th anniversary next year – #GivingTuesday grew out of looking at our core beliefs in community and philanthropy and imagining how social media might catapult them well beyond our walls. The result has been a global movement around giving that exceeded all of our expectations. This kind of experimentation is critical for the nonprofit sector; it makes for better, more effective campaigns, and it can also help transform an organization’s thinking. Think of #GivingTuesday as an opportunity to try new things or collaborate with new partners.”
Be Transparent and Direct with Pitches
Your supporters want to know where the money they’re donating is going. Being direct and transparent will increase the likelihood of donations and ongoing support from individuals who fully support your mission.
Jen Boynton, Editor in Chief, and Mary Mazzoni, Senior Editor of Triple Pundit, say: “Create urgency with your pitch and make a specific ask – let funders know where their money will go.”
Peter Lowy, Founder of MassNonprofit.org, says: “Tangible projects work best rather than raising money for ‘general operating expenses.’ Choose a project based on need and what is most likely to excite your donors and get new donors on board. Determine a fundraising goal and have a big announcement explaining your participation in #GivingTuesday.”
On the Contrary…
Not everyone thinks a successful #GivingTuesday campaign is the best way to increase support for your nonprofit organization.
Joe Garecht, President of Garecht Fundraising Associates, says: “If you want to raise more money for your non-profit on a consistent basis, avoid gimmicks like #GivingTuesday, and focus on building long-term relationships with your donors. You’ll find more donors who will give more on a more consistent basis. Avoid the #GivingTuesday rat race!”
Keep Employees Engaged (Advice for Companies)
Corporate giving programs wouldn’t be successful without employees with a big heart and the passion to make a difference. #GivingTuesday isn’t any different!
Ryan Scott, CEO of Causecast, says: “The number one thing people forget? A great employee giving and volunteering campaign comes down to being able to tap into both employee passion and expertise. Everything you do has to be authentic, meaningful, and relevant, or your impact will be next to zero. No one will want to play with you next year if you don’t engage their hearts and minds. So ask your employees what they love, what they care about, and then build a campaign that captures and delivers upon that spirit.”
Chris Jarvis, Senior Partner, and Corey Diamond, Partner, from RealizedWorth, say: “The paradigm is shifting – clearly, companies that facilitate giving without engaging their staff are missing a large part of the equation. Matching gift programs, Dollar for Doer initiatives, and working with employees to choose the causes to support are revolutionizing how a company gives to not-for-profits. Companies now want to see how many hands touch the dollar bill before it goes out the door.”
Dustin Joost, Lead Sales and Digital Marketing Manager at YourCause, says: “Like many CSR programs, #GivingTuesday is an event that can help build a sense of community within a company. Have your executive leaders kick it off by recording short video snippets of why #GivingTuesday is important to them and how they plan on making an impact. Release these videos are few days before the big day and encourage others to submit video snippets of what they did for #GivingTuesday. It’s a great way to encourage engagement, and the videos can be used next year to tell a story and further drive participation.”
We hope these bits of expert advice can help your nonprofit make this year’s #GivingTuesday the best one yet!
Suggested Next Steps: