#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
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:
Year-End Fundraising and Matching Gifts: It’s Not Too Late!
/in Learning Center /by Adam WeingerThe holiday giving season is upon us. Luckily, it’s not too late to get started with matching gifts and year-end fundraising strategies before the clock strikes midnight and the ball drops on New Year’s Day.
As you likely know, the end-of-year fundraising season is a critical time for nonprofits of all shapes and sizes. What better way to maximize such an impactful opportunity than with matching gifts?
To recap, matching gifts are a form of corporate giving where companies agree to match their employees’ charitable donations. For nonprofits, these programs produce additional fundraising revenue, increased individual and corporate engagement, and more.
However, our studies show that an estimated $4 to $7 billion in available matching gift funding goes unclaimed each year, essentially leaving tons of corporate donations on the table. And the #1 reason for this significant gap is a lack of knowledge concerning such programs!
This holiday fundraising season, set your organization up to make the most of matching gifts by increasing donor awareness—and Double the Donation is here to help! In this guide, we’ll cover the following key points:
Ready to dive deeper into fundraising research and learn more about strategic donor appeals, retroactive outreach, automated email streams, and the software that can power it all? Let’s get started!
The Correlation Between Matching Gifts and Year-End Giving Success
End-of-year fundraising and matching gifts are each vital components of a successful nonprofit funding strategy. And the two complement each other to produce a seamless and impactful engagement plan.
After all, more donations flowing during the holiday season means more potential for matching gifts.
Meanwhile, promoting matching gift opportunities leads to more—and larger—donations in the first place!
Not to mention, donation-matching opportunities also provide a great way to differentiate your appeals and retain your organization at the forefront of donors’ minds.
Let’s take a closer look at some statistics that illustrate the power of year-end fundraising and matching gifts.
Sources: Double the Donation and Nonprofit Hub
Sources: Double the Donation.
Since we know the majority of giving takes place at the end of the year, your team has a significant opportunity to drive more matching gifts when you integrate the two strategies. Talk about a win-win!
Top Strategies to Implement for Impactful EOY Gift-Matching
Now that you understand the importance of matching gifts and their relevance during the holiday fundraising season, you might wonder what actionable next steps you can take to get started.
These expert tips should help!
1. Set up matching gift software ASAP.
You might worry that it’s too late to get started with any new software this year—but that’s simply not true. In fact, the end of the year is typically the time you rely on fundraising software the most. You already have a lot on your to-do list, and equipping your fundraising team with the best tools also provides you with the biggest impact for the lowest effort.
And matching gift software can go a long way in driving matching gift results with minimal operational lift, thus allowing your team to raise more while retaining time and resources for other critical year-end efforts. Specifically, this type of solution empowers organizations by automating the processes involved with identifying match-eligible donors, triggering tailored matching gift follow-up messaging, and tracking matches to completion.
Luckily, implementing matching gift software can be quick, easy, and massively effective, which means that doing so as the end-of-year season approaches is a must.
Check out this case study from a nonprofit that onboarded its matching gift software in mere hours:
The moral of the story? Tight turnaround times for software implementation are entirely possible when you need to get up and running quickly—like when the end of the year is quickly approaching. However, it is a priority that you’ll want to dive into matching gifts as soon as possible to make the most of your tools as year-end giving ramps up.
Keep in mind that you also want to make the right decision when purchasing matching gift software for your team. We recommend prioritizing easy setup (including ready-built integrations with your existing solutions), a positive user experience, and innovative functionality (like matching gift auto-submission).
Our top tip: Schedule a demo with the leading matching gift software provider to get started. Double the Donation is consistently rated as #1 in the industry—see for yourself with the 2-minute overview below!
2. Train your internal fundraising team on the matching gift opportunity.
We mentioned a lack of donor awareness regarding matching gifts as a leading reason for the underutilization of the programs. But often, the knowledge gap extends to an organization’s internal fundraising team, too. And unfortunately, this can lead to matching gift opportunities slipping through the cracks—and available corporate funds ultimately going unclaimed. Thus, getting your staff on board with matching gifts leading up to the year-end fundraising season can go a long way.
The better equipped your team members are to share information about matching gifts, the more effective they’ll be in advocating for and inspiring program participation.
Double the Donation provides a ton of educational resources designed to assist organizations in internal matching gift training—including blog posts, webinars, downloadable resources, and more. But our top recommendation is our online Matching Gift Academy (which is even free for current clients).
And now is the perfect time to get started as holiday giving draws near!
3. Highlight the potential for matching gifts in end-of-year appeals.
You might have already drafted your year-end fundraising appeals, or you might be working on them right about now. Either way, consider incorporating a blurb about matching gifts!
As the statistics above illustrate, donors are more likely to give (and to give in larger amounts) when they know there’s a match available. Thus, matching gifts can be exactly what you need to coax on-the-fence supporters into becoming end-of-year donors for your cause. And it often starts directly within the donation request itself!
Picture this:
The best part? The way you market matching gift opportunities to supporters can be simple. Incorporate a reminder about matching gifts in your social media, email, text, and other appeals across your nonprofit website and more. Consider saying something like this: “Make your year-end donation go further this year with company gift-matching. See if you’re eligible here.”
Fun fact: Double the Donation offers pre-made and customizable social media graphics and messaging templates, allowing our clients to get a head start on effective promotions!
4. Reach out to match-eligible donors retroactively.
When you incorporate matching gift outreach into your end-of-year strategy, it doesn’t have to be solely focused on new donations, either. In fact, many gifts made throughout the year can still qualify for a match!
Each business that matches gifts establishes its own criteria and submission guidelines. While it varies from company to company, many employers (such as Freeport-McMoRan, William Blair & Company, Victory Capital, and more) grant employee matches through the end of the calendar year. So, for a good deal of your match-eligible donors, their request window will be closing quickly.
That makes the end of the year a perfect opportunity to reach back out to these individuals, remind them about matching gifts, and encourage them to complete the request process with their employer. And it’s a fantastic way to boost year-end revenue from existing donors without requiring them to reach back into their own wallets.
5. Familiarize your team with year-end-specific workplace giving programs.
Most businesses with matching gift programs agree to double the donations their employees make year-round. But sometimes, a company establishes a limited-time initiative that is live only at certain times of the year. And the most common timeframe includes year-end-specific matching gift (or other workplace giving) programs.
For example, the International Monetary Fund (IMF) offers a unique giving season match available to its thousands of employees worldwide. Running from mid-October through December each year, the company’s Annual Giving Campaign provides an excellent incentive for year-end charitable giving.
Meanwhile, Warner Bros offers its employees a generous donation stipend they can contribute to their favorite nonprofits on Giving Tuesday as a way to kick off the holiday season. That’s in addition to the $1,000 year-long match and end-of-year giving programs!
If you identify donors in your orbit who work for companies with these types of short-term philanthropy efforts, be sure to address available opportunities with targeted, personalized communications this giving season.
6. Consider custom matching gift partnerships.
Unfortunately, some companies have yet to establish any matching gift programs for their employees. But they might be willing to when presented with the opportunity. In that case, we recommend reaching out to employers to propose custom (or “one-off”) matching gift initiatives.
Custom matches provide an easy way for businesses unfamiliar with matching gifts to get acquainted with the effort in a limited capacity.
If a company agrees to offer such a program, it’ll essentially encourage philanthropy by matching employee gifts made exclusively to your organization. And as custom matches typically occur in a defined time frame (e.g., a month), the giving season is a popular time for one to be organized.
Fun fact: Double the Donation now offers innovative functionality for nonprofits looking to facilitate these programs in their company database tool!
*As a note: This feature is designed specifically for fundraisers to manage matching gifts. If you’re a corporation that’s interested in creating a matching gift program, let us know, and we’ll share information about our corporate vendor partners.
7. Leverage automated end-of-year email streams.
Another significant matching gift roadblock lies with nonprofit fundraising staff who lack the time to manage and promote the efforts. In fact, Nonprofits Source reports that 80% of nonprofits struggle to establish workplace giving strategies with limited staff and resources.
Luckily, that’s where matching gift automation comes in!
Automated email streams enable nonprofits to configure and trigger customizable messages when an individual gives to your organization. This might include one dedicated to match-eligible donors, one for likely ineligible donors, and one for donors with unknown eligibility.
Doing so ensures that every donor receives matching gift outreach in a timely manner. And that no donation falls through the cracks, even when your team is juggling 100 different end-of-year tasks. Meanwhile, the time you would have spent issuing matching gift reminders can be reallocated to other fundraising and mission-related tasks.
Here’s an example of an email you might send:
Year-end email streams can either take place directly following a giving season donation (typically within 24 hours of the initial gift) or retroactively, as detailed above. Both are excellent ways to encourage matching gift participation among donors and drive additional revenue for your cause.
Regardless, you’ll want to provide the donor with as much employer-specific information as is available. This should include donation minimums and maximums, match ratios, submission deadlines, and direct links to their company’s online request forms. And your automation system can gather all of that data so that you don’t have to!
Webinar Replay: How Automation Frees Up Fundraising Time in December
We know that the end of the year is a crucial time for nonprofit fundraisers, and matching gifts are just another thing on your already full plate. But they don’t have to be! By automating the matching gift process from start to finish, your team can raise more without lifting a finger—allowing you to free up invaluable fundraising time within the giving season.
Interested in learning how you can do so? Check out this free, on-demand webinar replay to see how Double the Donation can help you…
In a hurry? Watch the five-minute overview here:
Next Steps for Smart Year-End Fundraising and Increasing Matching Gifts
It’s not too late to launch matching gift strategies this year-end fundraising season. But it is time to get started now. After all, the longer you wait, the more potential matches you’re missing out on.
Prepare your team by incorporating these practices and investing in powerful and innovative matching gift tools. This allows you to maximize corporate donation-matching in the remainder of the year and into the new year, too.
Good luck, and happy holidays!
Looking for additional resources to continue growing your knowledge of all things matching gifts this year-end fundraising season? Check out these free guides to learn more:
7 Strategies for Marketing Payroll Giving to Your Supporters
/in Donor communications, Learning Center, Fundraising Ideas, Marketing Strategies, Learning Center /by Adam WeingerAccording to recent payroll giving statistics, 59% of survey respondents have no familiarity with payroll giving initiatives. Fortunately, however, marketing payroll giving opportunities to your nonprofit supporters can significantly boost participation in the programs—and enhance your overall fundraising efforts.
After all, payroll giving programs allow donors to contribute a portion of their salary to your organization automatically, providing a steady stream of income with minimal effort. However, many potential donors remain unaware of this giving method or how easy it is to participate.
In this post, we’ll explore seven practical strategies to help you market payroll giving and make it a core component of your fundraising plan.
By implementing the right marketing strategies, you can educate your supporters, promote the convenience of payroll giving, and inspire long-term donor engagement.
Let’s begin!
1. Create a Payroll Giving page on your nonprofit website.
Starting off, you’re going to want to market payroll giving programs prominently throughout your nonprofit or school’s website. A dedicated payroll giving page on your nonprofit’s website is a powerful tool for educating potential donors about this giving option, serving as a centralized hub where supporters can easily learn about the benefits, process, and impact of payroll giving.
Start by explaining what payroll giving is, highlighting how it allows employees to contribute to your cause directly from their paycheck on a recurring basis. Ensure the page features clear instructions on how to enroll in payroll giving, too, such as through their employer’s CSR platform or by contacting their HR department.
You’ll also want to emphasize the convenience of payroll giving. Once donors sign up, they don’t have to worry about making regular donations manually. It’s a simple, consistent, and tax-efficient way to support the cause they care about.
2. Incorporate payroll giving in your email marketing.
Email marketing is one of the most effective ways to reach your nonprofit’s supporters, and incorporating payroll giving into your email campaigns can significantly boost participation.
Start by crafting a compelling email that educates your audience on the advantages of payroll giving, emphasizing its ease, convenience, and long-term impact. Highlight the benefit of steady, recurring donations for your organization, personalizing the message to show supporters how their payroll donations can drive meaningful change in the community or cause they care about.
Include clear calls-to-action in the email, encouraging recipients to enroll in payroll giving through their employer. You can link directly to your nonprofit’s payroll giving webpage or provide detailed steps for contacting their HR department to inquire about the program. It’s also helpful to include examples of companies that offer payroll giving or suggestions for how donors can advocate for the program if their employer doesn’t currently provide it.
For the best results, we recommend regularly mentioning payroll giving in different types of email communications—such as newsletters, thank-you emails, or special campaign updates. This keeps the option top of mind for donors while reinforcing the importance of their continued support.
3. Promote payroll giving initiatives on social media.
Social media is a powerful channel for engaging with your nonprofit’s audience, and it can be a highly effective tool for promoting payroll giving programs, too.
Use platforms like Facebook, Twitter, LinkedIn, and Instagram to share posts that explain what payroll giving is and how supporters can participate. Share success stories, testimonials, or case studies from current payroll donors to demonstrate the program’s real-world impact. Not to mention, visual content like infographics or short videos can be particularly effective in grabbing attention and communicating key messages.
Regularly include payroll giving in your content rotation, using relevant hashtags to increase visibility when appropriate. Remember: the goal is to ensure supporters are consistently reminded about this giving option and can easily find the information they need to get started.
4. Collect and leverage employment information in your outreach.
The more you know about your donors, the better you can engage them in workplace giving programs like payroll deductions and more. Specifically, having access to accurate and up-to-date employment data can go a long way.
But how can you collect this information? Start by incorporating questions about employment during the registration or donation process. Ask supporters to share the name of their employer, as well as whether they are aware of any workplace giving programs like payroll giving, matching gifts, or volunteer grants.
Once you’ve collected employment data, segment your donor list by company and customize your communications based on the giving opportunities available at those businesses. For example, if you know that a particular company offers payroll giving, you can send targeted emails to employees at that company, providing detailed instructions on how they can enroll in the program. If their company doesn’t currently offer payroll giving, encourage those donors to advocate for it within their workplace.
Top tip: If you lack quality employment information about your donors, consider utilizing a data enhancement service. This will allow you to fill in some gaps and provide the information you need to identify the best workplace giving programs in your network!
5. Consider donors already eligible for other workplace giving programs.
When it comes to workplace giving, most participating companies offer more than one way for employees to get involved. For example, statistics indicate that nearly two-thirds of companies report matching employee payroll contributions, and many of the top matching gift companies offer volunteer grants, too.
But what does that mean for your team?
Supporters who already participate in other workplace giving programs, such as matching gifts or volunteer grants, may be ideal candidates for payroll giving initiatives. To target this segment, begin by identifying donors who have previously submitted matching gift requests or applied for volunteer grants. These individuals already have a relationship with their company’s corporate social responsibility initiatives, which makes them a strong target audience for payroll giving.
In your outreach, emphasize the complementary nature of payroll giving to other workplace programs. You’ll want to acknowledge their previous participation in workplace giving programs and thank them for their ongoing support. Then, introduce payroll giving as a way to streamline their contributions and make an even greater difference. You can even highlight how their regular contributions through payroll giving can be further amplified through matching gift programs, doubling, or even tripling their impact.
6. Collaborate with corporate partners to highlight the opportunity.
Nowadays, more and more organizations are beginning to take an increasingly proactive approach to marketing payroll giving programs to their supporters. Still, many companies choose to promote the opportunity to their employees, too. And for that reason, collaborating with the businesses offering the programs can go a long way in heightening visibility and participation.
Start by reaching out to companies that already support your nonprofit through donations, sponsorships, or volunteer programs. Ask if they have a payroll giving program in place and discuss ways to promote the initiative to their employees. This could even involve co-branded marketing materials, such as email templates, flyers, or social media posts that both the company and your nonprofit can share with their audiences.
7. Offer exclusive incentives for payroll giving donors.
To encourage supporters to participate in payroll giving, consider offering exclusive incentives that reward their commitment to ongoing contributions. This can make the process more appealing and demonstrate your nonprofit’s appreciation for their support.
While it will likely vary based on the wants and needs of your particular audience, potential incentives may include…
Consider tying incentives to donation milestones, such as offering a special gift to donors who have contributed for a certain number of months or reached a specific donation amount. This not only encourages initial sign-ups but also helps retain donors over the long term.
Wrapping Up & Additional Resources
Effectively marketing payroll giving can transform the opportunity into a powerful, recurring revenue stream for your organization. By leveraging digital and other marketing tactics to educate supporters and partner with companies in your network, you can unlock the full potential of workplace giving and build stronger, more consistent donor relationships.
As you implement the seven strategies above, you’ll not only raise awareness of payroll giving but also encourage long-term contributions that help sustain your nonprofit’s mission. Don’t let the opportunity go to waste!
For more information about effectively marketing payroll and other employee giving opportunities, check out the following resources:
Major Atlanta Companies with Matching Gift Programs
/in Lists and Rankings, Matching Gift Companies /by Adam WeingerWhile Double the Donation works with nonprofits across the country, the fact that we’re headquartered in Atlanta means we have a special place in our hearts for Atlanta nonprofits.
Through corporate giving programs, nonprofit supporters can double (maybe even triple!) their contributions to eligible organizations, allowing their employers to showcase their social responsibility. These programs boost nonprofits toward their goals by contributing much-deserved revenue. Your organization does not want to overlook these opportunities.
If your nonprofit is based in Atlanta, brush up on these important areas of corporate giving:
Ready to boost your nonprofit’s revenue by learning about corporate giving opportunities in your area? Let’s get started!
Statistics on Atlanta Matching Gift Companies
From a nonprofit’s standpoint, being located in a major city like Atlanta is ideal for raising money with corporate giving programs. The city is home to many of the largest employers in the world, some of which offer extensive employee matching gift and volunteer grant programs. Here are a few statistics on Atlanta-based companies and their employee giving programs which may interest you:
Curious about employee matching gift programs and volunteer grant programs? Click here to explore more corporate philanthropy statistics.
Otherwise, let’s dive into some major companies that offer matching gifts in the Atlanta area!
Companies in Atlanta, GA with Matching Gift Programs
With over 75% of Fortune 1000 companies having a presence in Atlanta, there are definitely opportunities for your nonprofit to increase fundraising from employee giving programs. A great place to start is by looking at the largest companies based in Atlanta.
Let’s take a look at a few of the employee giving programs at some of Atlanta’s leading employers.
Coca-Cola
Coca-Cola offers a very generous employee giving program. The company offers a 2:1 match, which means eligible employee donations are tripled! They’ll match donations anywhere from $25 to $20,000, as long as they’re made to eligible nonprofits.
Coke is willing to match donations to nearly all nonprofits but does have a few restrictions on their matching gift program. For instance, part-time employees are ineligible to participate.
Another aspect of Coca-Cola’s program worth mentioning is that the company does a great job promoting the programs to Coke employees! Read more about this in our previous article that covers employee matching gift participation rates at various companies across the nation.
Click here for additional info on Coke’s matching gift program.
Home Depot
As one of the major companies based in Atlanta, Home Depot is also a generous supporter of nonprofits in the city. They match donations anywhere from $25 to $3,000 at a 1:1 ratio.
Similar to Coca-Cola, the company has few restrictions in place. For instance, both full-time and part-time employees are eligible, but unlike some other major companies, retired employees are ineligible.
The company has an easy-to-use electronic matching gift submission process, which means your donors can submit matching gift requests in a matter of minutes.
If you’re interested in learning more about the typical process a donor goes through to submit a matching gift request electronically, learn more about Home Depot’s electronic submission process.
Click here for additional info on Home Depot’s matching gift program.
IBM
IBM matches donations made by both current employees and retirees.
The matching gift ratio varies depending upon whether it’s an employee or retiree making the donation. For instance, IBM will match eligible contributions of up to $5,000 per institution per current employee at a 1:1 ratio. For retired employees, they’ll match at a .5:1 ratio.
Plus, they provide volunteer grants for employees and retirees who prefer to donate their time rather than money. They offer both individual and team volunteer grants. Depending on the amount of volunteered hours, employees can request from $500 to $5,000, starting at 40 hours.
Charitable employees who volunteer for eligible organizations can request either a monetary grant or an equipment grant. Specifically, team volunteer grant requests for eligible schools and nonprofits can be up to $7,500 in equipment. For individuals volunteer grant requests, IBM employees and retirees can request up to $3,500 in technology grants or $1,000 in cash awards each year.
Click here for additional info on IBM’s matching gift program.
Delta Air Lines
Delta matches up to $5,000 annually per eligible individual at a dollar-for-dollar rate. This is up from a 50% match on up to $2,000 annually just a few years ago.
The program is offered to full-time employees, part-time employees, and retirees.
Click here for additional info on Delta Air Lines’ matching gift program.
AT&T
While AT&T doesn’t offer a matching gift program, the company supports organizations that full-time employees are passionate about through its Cause Cards program.
Cause Cards are grants from AT&T given to eligible charities recommended by employees. All employees that participate in the annual Employee Giving Campaign are eligible to receive a Cause Card.
The grant amount depends on each individual employee’s total giving amount. These Cause Cards are expected to range from $25 to $250, and once they’re approved, employees are notified of the amount offered by AT&T and the deadline to select an eligible charity.
Click here for additional info on AT&T’s matching gift program.
United Parcel Service (UPS)
UPS does not offer an employee matching gift program. Upon hearing this news, our team reached out to the UPS Foundation for confirmation and received the following response:
While they don’t match employee donations, they are avid supporters of their local communities. For instance, in recent years, they’ve invested over 1.8 million volunteer hours and over $100 million to charitable organizations.
Equifax
Both full-time and part-time employees are eligible to participate in the program. Donations of $50 to $5,000 may be matched at a 1:1 ratio. In other words, donations to eligible nonprofits can potentially be doubled!
As with many corporate giving programs, Equifax aims to enable employees to use a part of the company’s budget to support their own philanthropic interests.
Click here for additional info on Equifax’s matching gift program.
Additional Atlanta Matching Gift Companies
Hundreds of other major employers in the Atlanta area also match employee donations. Check out some other Fortune 1,000 companies in Atlanta that offer matching gift programs:
By familiarizing yourself with employers who offer corporate giving programs, you set yourself up for a successful fundraising strategy. Otherwise, you may miss out on important revenue opportunities.
Exploring Opportunities with a Matching Gift Database
By adding a matching gift database (like Double the Donation) to your nonprofit’s tech toolbox, you’ll substantially increase your revenue potential.
Double the Donation’s database has data on more than 24,000 companies that represent 26+ million match-eligible individuals, making it the world’s leading matching gift database. Here’s how it works:
Plus, there’s more to Double the Donation. The system recognizes match-eligible donors through email domain screening and enables email automation to drive matches to completion.
Want to find out how these tools can help your Atlanta nonprofit increase its fundraising potential?
Atlanta is home to many of the nation’s leading companies that match employee donations. Make sure everyone in your organization is familiar with major employers that offer giving programs in your area.
You should also consider taking it a step further by providing donors and volunteers with detailed information on their company / their spouse’s employer. By raising awareness and simplifying the match process for supporters, you should increase your fundraising revenue.
Take a tour of Double the Donation’s matching gift service to see if we can help your organization raise more money from these programs.
Ecopixel Integrates with Double the Donation to Provide Advanced Matching Gift Solution for Nonprofits
/in Press Releases, Company Updates /by Adam WeingerDouble the Donation and Ecopixel are proud to announce a new partnership that makes requesting corporate matching gifts more intuitive to the donor experience. With the new integration between Double the Donation by Double the Donation and Ecopixel’s giving forms, guiding eligible donors to completing their match is easier than ever.
The new integration makes it easy for donors to discover their match eligibility and go straight to their matching gift request form with the click of a button while they’re still in the giving process.
“This integration allows us to offer nonprofits and donors alike the most accurate, comprehensive, and up-to-date information about corporate matching gift programs from our database of over 24,000 companies,” said Adam Weinger, President at Double the Donation. “That way, organizations can spend their time working on the causes that matter most to them instead of worrying about chasing every eligible donation individually.”
Once set up, organizations can start identifying more match-eligible donors immediately through Ecopixel’s built-in donation forms.
The Ecopixel team will activate your integration for you – from there, all you’ll have to do is place the Double the Donation tools on your desired forms. You’ll be up and running in no time!
Donors have it easy too with the autocomplete search tool and confirmation page widget now at their disposal. When they begin searching for their company name, the search tool will autocomplete their entry by suggesting companies from Double the Donation’s database. After completing their donation, donors are directly led to their company-specific matching gift request form based on their search tool input.
Even if donors don’t have the time to fill out their matching gift request directly after they give, they’ll be reminded via Double the Donation’s automated email streams. This is true for both match-eligible donors and donors who did not fill out their company name. Eligible donors will receive follow-up communication reminding them to complete their request. Donors with an unknown employer will receive a nudge to check their eligibility. This way, all match-eligible donors are given multiple touchpoints to get their gift matched!Looking to learn more? Check out our in-depth integration guide to get started!
About Ecopixel: Ecopixel creates and sustains effective and compelling websites for nonprofits. With flexible content editing and robust integrations, Ecopixel delivers an accessible, mobile-friendly, and multilingual front for fundraising, outreach, and events. For more information, visit the Ecopixel website.
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 and educational institutions 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, and even partners with select CSR platforms to further streamline matching gifts for donors. Through Double the Donation, the matching gift process has never been simpler.
Companies with Matching Gift Programs in Tampa, Florida
/in Matching Gift Companies, Learning Center /by Adam WeingerMatching gifts are becoming a favorite way of giving among America’s top companies. Matching gifts are an easy way to double your current donations. Familiarize your organization’s staff with this list of companies.
Unfortunately, many donors are unaware that their companies have these programs. Often, the responsibility falls on nonprofits to inform their donors.
Tampa has a dynamic economy that relies on industry, national defense, tourism, and shipping. The city is home to several multinational corporations and Fortune 1000 companies, many of which operate employee giving programs.
Learn about the top companies in Tampa, FL, with matching gift programs. Use this list to help your organization optimize its fundraising efforts.
Humana
Humana will match up to $1,000 for each of its employees who donate to eligible causes. The company also offers an interesting incentive for volunteers.
Read more about Humana’s employee giving programs.
Publix
Publix will match donations made between $25 and $5,000 per employee. Part-time workers and retirees are eligible.
Read more about the Publix matching gift program.
USAA
USAA will match gifts made between $25 and $500. They match on a 1:1 ratio. See if your organization is eligible.
Read more about the USAA matching gift program.
Interested in learning how Double the Donation increases nonprofit fundraising with employee matching gifts?
Tracking Payroll Giving: A Nonprofit’s Step-by-Step Guide
/in Learning Center /by Adam WeingerPayroll giving is a powerful tool for fundraising organizations, providing a steady and reliable stream of income through regular donations directly from supporters’ paychecks. As more companies implement payroll giving programs to support charitable causes, nonprofits like yours must understand how effectively managing and tracking payroll giving can make an impact.
Why? Properly monitoring payroll donations ensures accurate financial reporting, strengthens donor relationships, and maximizes the overall impact of this funding source.
In this blog post, we’ll walk you through a step-by-step guide on how to track payroll giving for your cause. This includes:
From setting up the necessary infrastructure to reconciling your financial records and beyond, we’ll cover everything you need to know to stay on top of your payroll giving program and enhance its long-term success. Let’s dive in!
1. Register for companies’ payroll giving platforms.
The first step in effectively tracking payroll giving is for your nonprofit to register with the companies or platforms that offer payroll giving programs. Many corporations partner with specific third-party platforms, such as CSR software, to manage their payroll giving initiatives. By registering on these platforms, your organization becomes eligible to receive donations directly from employees’ paychecks, making it easier to capture funds and track giving trends.
The registration process itself typically involves providing key organizational information, including your nonprofit’s EIN (Employer Identification Number), mission statement, and financial documentation. You may also be asked to complete a verification process to confirm your nonprofit’s status as a registered 501(c)(3) organization.
Then, once approved, your organization can be listed on the company’s payroll giving platform, enabling employees to select your nonprofit as a beneficiary of their payroll contributions. Just keep in mind that the better you maintain your profile, the more accessible your organization will be to potential donors within participating companies.
Top tip: While there’s a ton of CSR software out there, we recommend prioritizing CLMA-designated solutions first. These platforms demonstrate an ongoing commitment to streamlining the employee giving process, and even offer a seamless matching gift experience for donors who qualify for donation-matching!
2. Determine specific payroll giving metrics and objectives.
Before tracking payroll giving, your nonprofit must first establish clear metrics and objectives that you wish to capture. By determining what success looks like, you can collect and analyze the right data to optimize your approach. These metrics will help guide your analysis, identify trends, and allow you to make necessary improvements to maximize your payroll giving revenue.
To start, we recommend identifying key performance indicators (KPIs) that align with your organization’s goals. Some important payroll giving metrics you might consider include:
In addition to financial metrics, consider tracking engagement and awareness-building efforts. For instance, you may want to monitor how many companies your organization has registered with, how frequently your nonprofit is being promoted on payroll platforms, and the extent to which employees are aware of your participation.
Defining these objectives will not only help you track progress but also assist in creating a strategy to optimize payroll giving. Clear metrics allow you to compare your results over time, analyze what’s working, and adjust your approach accordingly. Ultimately, having well-established goals will help your nonprofit make data-driven decisions and achieve sustained growth in your payroll giving efforts.
3. Establish a system for recording payroll donations.
Once your organization is listed on payroll giving platforms and you’ve determined the KPIs you wish to track, the next step is to establish a reliable system for recording payroll donations. Remember: effective tracking requires organized and accurate documentation of each gift, making it crucial to develop a robust method for capturing payroll donation data.
Start by integrating your nonprofit’s CRM (or Constituent Relationship Management) system with payroll platforms or donation management tools. Many CRM systems even offer specialized features for recording recurring donations like payroll contributions. Ensure that your CRM is set up to automatically track the donation details, including the donor’s name, donation amount, frequency, and employer.
Additionally, your system should be capable of categorizing payroll donations separately from other types of contributions, such as individual one-time gifts or grants. This allows your team to monitor and report on payroll giving specifically, ensuring better accuracy in your overall financial reporting.
Create standardized procedures for entering payroll donation data, especially if the process requires manual entry. This should include guidelines for inputting donor information, donation amounts, and transaction dates, as well as how to handle any errors or discrepancies in reporting.
Maintaining organized and updated records will help you avoid common pitfalls like double-counting donations, losing track of donors, or failing to reconcile your financial reports properly. A well-structured system ensures that your organization can track, analyze, and optimize payroll giving effectively, resulting in better decision-making and streamlined reporting.
4. Monitor regular contributions.
Once you have an efficient system in place to record payroll donations, the next step is to monitor these contributions regularly. Since payroll donations are often recurring, tracking and reviewing them on an ongoing basis is essential for managing your nonprofit’s cash flow and donation trends.
It’s important to set a schedule for checking donation activity, whether that’s weekly, biweekly, or monthly. Regular monitoring allows your nonprofit to quickly identify fluctuations in giving patterns, such as increases during key fundraising periods or decreases during off-seasons. It also helps ensure that donations are consistently received from payroll platforms and that there are no delays in disbursement.
During these reviews, verify that the correct donation amounts are being recorded and ensure that no payments have been missed. Monitoring should also include keeping an eye on matching gift contributions if companies offer them alongside payroll giving. These matching donations can significantly boost the overall funds received, making it crucial to track and follow up on any outstanding matches.
In addition, consider setting up automated alerts or reports to notify your team of key changes in payroll donations, such as when a new donor begins contributing or an existing donor alters their contribution amount. Having this information readily available will allow you to respond proactively, whether by thanking new donors, reaching out to those who adjusted their contributions, or following up on any discrepancies in donation amounts.
5. Reconcile payroll donations with financial records.
To maintain transparency and accuracy in your nonprofit’s finances, it’s crucial to regularly reconcile payroll donations with your broader financial records. Reconciliation involves comparing your internal records of payroll donations with the financial data provided by payroll platforms or corporate partners to ensure everything matches and there are no discrepancies to consider.
This process typically starts by reviewing your financial reports, which should list all donations received during a specific period. From there, compare these records with the reports generated by payroll giving platforms or the companies facilitating the donations. Look for any discrepancies between the two sets of data, such as missed donations, incorrect amounts, or unmatched transactions.
Be sure to track donation timing as well. Payroll donations are often disbursed on a different schedule from one-time gifts, meaning you may need to account for delays in receiving funds or differences between when donations are pledged and when they appear in your account.
Once you’ve identified any inconsistencies, work with your finance team and the payroll platform to address and correct any issues. This might involve contacting the donor’s employer or the payroll platform to verify missing contributions or to reconcile donation amounts.
All in all, accurate reconciliation is key to ensuring that your nonprofit’s financial health remains intact. Not to mention, donors can trust that their contributions are being properly recorded and used as intended.
6. Report on KPIs and other giving patterns.
The final step in tracking payroll giving is to report on the key performance indicators (KPIs) and analyze the giving patterns. Once you’ve gathered sufficient data, use it to create reports that offer insights into how well your payroll giving program is performing. This not only helps your internal team assess progress but also demonstrates accountability to your board, stakeholders, and donors.
When preparing your reports, consider including metrics such as:
These reports can highlight trends in donor behavior and reveal patterns in employee giving, such as increased donations during specific months or after targeted marketing campaigns. Additionally, breaking down contributions by employer can help identify which companies are driving the most payroll giving and where more efforts might be needed to engage new partners.
Beyond financial reports, it’s valuable to analyze donor retention and engagement rates. Are employees continuing their payroll contributions year over year, or do they tend to drop off after a few months? Understanding this will help you tailor your outreach and stewardship efforts.
Regular reporting allows your nonprofit to fine-tune its approach to payroll giving, identify opportunities for growth, and ensure your program’s long-term success.
Final thoughts & additional resources
Tracking payroll giving donations is essential for ensuring your nonprofit fully benefits from this invaluable funding source. Follow the steps outlined in this guide to equip your team to manage payroll donations efficiently, maintain accurate records, and nurture strong relationships with your supporters.
As payroll giving continues to grow in popularity, nonprofits that implement effective tracking strategies better position themselves to capitalize on this consistent source of revenue and ultimately drive greater impact for their missions. Good luck!
For more information on payroll and other workplace giving strategies, check out the following recommended resources:
Payroll Giving Statistics | 13 Fun Facts for Fundraisers
/in Learning Center, Fundraising Ideas, Corporate Consulting, About Double the Donation /by Adam WeingerHow to Hire A Google Grants Agency + 8 Best Firms for 2024
/in Marketing Strategies, Learning Center, Lists and Rankings /by Adam WeingerThe Google Ad Grants program empowers nonprofits to connect with prospects searching for causes like theirs around the globe. However, maximize the program’s potential requires a strategic approach.
Google Grants agencies specialize in helping nonprofits fully leverage the program. They handle everything from applying for the program to picking the best keywords, removing the learning curve so you can focus on your mission and engage new constituents.
Whether you’re new to Google Ad Grants or looking to refresh your account management strategies, a Google Ad Grants manager can elevate your ad campaigns and keep your account compliant with Google’s rules. In this guide, we’ll cover the program basics and recommend top Google Grants agencies to help you make the most of your $10,000 monthly grant. Here’s what we’ll cover:
At Double the Donation, we’ve witnessed organizations achieve remarkable results with corporate giving programs like Google’s. While we focus on employee giving programs like matching gifts, we believe Google Ad Grants can also significantly enhance your organization’s impact. Let’s explore how specialized agencies can streamline this process.
An Overview of Google Ad Grants Management
Before researching specific Google Grants agencies, make sure you know what Google is offering eligible nonprofits through the program. This will help you understand whether outsourcing the work to a professional is the right move. If you’re already well-versed in Google Ad Grants, feel free to jump ahead to learn how an agency fits into your strategies.
What is the Google Ad Grant?
The Google Ad Grants program is a corporate giving initiative that gives 501(c)(3) organizations $10,000 every month to spend on amplifying their pages in Google search results. That adds up to $120,000 every year that qualifying nonprofits can invest into marketing their missions.
Nonprofits pick the landing pages they’d like to promote, then build ad campaigns that target different keywords related to their mission. The goal of the program is to help nonprofits scale their impact by getting in touch with more donors, volunteers, and advocates online.
So long as your nonprofit complies with the program’s guidelines, the grant will automatically renew each month. The program has pretty strict guidelines for eligibility and ongoing compliance. That’s why organizations typically outsource account management to Google Ad Grant marketing agencies who will oversee their campaigns and keep their accounts compliant.
Are Google Ad Grants worth it?
Since 2001, Google has awarded over $10 billion in free advertising to 115,000+ nonprofits in 51 countries, according to recent nonprofit marketing statistics. Your nonprofit can easily become part of this amazing program!
While it can be challenging to create winning ad campaigns, any organization can (and should) apply for the program. It’s $10,000 of free funding every month that can amplify your cause if you allocate it strategically. With proper Google Ad Grants management, the program empowers your nonprofit to:
To make the most of the program, have someone at your organization spend a few hours each week learning about Google Ad Grants management. If you face limited staff bandwidth and can’t invest enough time into your campaigns, outsource the work to a dedicated Google Ad Grants manager.
Either way, $10,000 a month is a good chunk of change that will pale in comparison to the amount of staff time you spend or the money you pay an expert to manage your campaigns.
Why should I invest in Google Ad Grants management?
This Google Ad Grants impact report shows that nonprofits can see incredible returns with proper Google Ad Grants management. In fact, search ads offer the highest ROI among paid advertising platforms for nonprofits.
Google processes 3.5 billion search queries daily and accounts for over 90% of the search engine market, making it the world’s most popular search engine. Advertising your cause on Google connects you with a vast audience, and effective grant management ensures you deliver the right content to the right individuals.
However, getting started comes with a steep learning curve, from conducting keyword research to maintaining compliance with Google’s standards. With your team’s busy schedule, dedicating enough time to manage your Google Ad Grant may be challenging.
Investing in professional Google Ad Grants management offers several benefits:
Especially when working with a Google-certified agency, you’ll gain access to the best advice and a direct line to Google for any account issues.
How A Google Grants Agency Can Help Your Nonprofit
From determining your eligibility to finding the right keywords, a lot goes into effective Google Ad Grants management. That’s where a dedicated Google Grants agency comes into play.
Agencies will take the guesswork out of account management and develop winning campaigns that supercharge your marketing efforts. They spend their time understanding the program’s requirements and learning how to leverage relevant tools that will maximize their clients’ results. Specifically, they help nonprofits with the following:
A Google Grants agency knows what it takes to create winning campaigns that inspire users to click through to your website. And like we mentioned, the money you spend on hiring a professional will be well worth it compared to the $10,000 in marketing money you’ll receive every month.
If you’re curious about any of these services, Getting Attention’s Google Grant agency guide explores how agencies help nonprofits in-depth. That way, you can understand if investing in an agency is the right move.
What Is A Google Partner?
Any marketing agency can offer Google Grants management services. While some promising startup agencies can provide sufficient services, nonprofits can ensure they’re hiring a reliable agency by choosing a certified Google Partner.
A Google Partner is an organization that has earned a certification from Google for demonstrating expertise in managing Google Ads accounts. To become a Google Partner, a company must meet specific requirements set by Google, including:
Being a Google Partner provides a company with access to special benefits, including training and support from Google, early access to new features, and the ability to display the Google Partner badge on their website and marketing materials.
This designation is a mark of trust and expertise, indicating that the company is recognized by Google as capable of effectively managing Google Ads campaigns and maximizing the return on investment for their clients.
How To Choose A Google Ad Grants Manager
At this point, you’re almost ready to explore different agencies. As you explore your options, you should take certain steps to make sure you find a Google Grants agency that you can fully depend on to make the most of this CSR opportunity.
For instance, you’ll want to:
By walking through these steps, you’ll narrow down your options in no time. Remember, the right Google Ad Grant marketing agency will act as an extension of your team and do everything it can to champion your cause. We recommend choosing a Google Partner since these agencies demonstrate a clear understanding of the program.
Whoever you choose, spending time finding a good fit will pay off in the long run as you’ll be able to fully rely on them to make the most of your grant money.
8 Recommended Google Grants Agencies
To simplify the extensive vetting process, we’ve compiled a list of recommendations, so you can find ones that might be a good fit for your team. Each of these partners works with nonprofits to enhance their Google Ad Grants management and displays knowledge of the program’s requirements and opportunities. Use this list to narrow down your options and request their support when you’re ready.
Getting Attention | Best All-Around Agency
Getting Attention specializes solely in Google Ad Grants management. They’re committed to maximizing your grant money, keeping your account compliant, and connecting you with lifelong prospects through powerful marketing campaigns. Backed by a team of seasoned professionals, they’ll act as an extension of your team and work with you to drive results. By managing every aspect of your Google Ad campaigns, they’ll help get your cause in front of qualified prospects who want to make an impact on your cause.
This agency is also a certified Google Partner, meaning the Google Ads team has personally reviewed their team’s abilities to manage Google Ad accounts properly. Their core services include:
Getting Started With This Google Grants Agency
Getting Attention strives to be fully transparent with its clients, which is why they don’t charge any upfront fees and instead only charge a monthly fee of $600. Compared to the $10,000 in grant money they’ll secure for you, that’s a small price to pay for expert Google Ad Grants management, especially from a certified Google Partner!
If you require additional services beyond what’s included in their pricing package, they’re open to discussing their experience with you to find a plan that will work. Reach out to discuss your needs with their team today.
Nonprofits Source | Best Agency for Educational Resources
If you’re new to the Google Ad Grant program, the most vital thing you need in this stage is information, and that’s where Nonprofits Source steps in. This digital marketing agency empowers nonprofits to grow their digital footprints, and where it really stands out is its expansive educational library.
Know that they only offer general digital marketing services to nonprofits, though. These services include search engine optimization and web design, which are both essential for improving your Google Search presence. While they don’t manage Ad Grant accounts, they offer plenty of free resources about the program, such as:
Exploring This Agency’s Resources
Check out Nonprofits Source’s blog for the latest tips in the nonprofit digital marketing world. In no time, you’ll be an expert! You can also partner with them for your SEO and website design needs.
DNL OmniMedia | Best Consultant for Nonprofit Technology
DNL OmniMedia is a nonprofit technology consultant. Their mission is to help your nonprofit leverage technology in ways that amplify your cause and focus on goals rather than getting bogged down with code and data. While they don’t specialize solely in Google Grants, they do offer services that will help enhance your Google Ad Grants management.
Their pay-per-click (PPC) marketing services include:
Getting Started With This Google Grants Agency
DNL OmniMedia makes it easy to learn about their services and contact their team by filling out a form on their website. Whether you’re looking to improve your Google Ad landing pages or better understand campaign data, this Google Grants agency is a reliable choice!
Allegiance Group | Best Agency for General Digital Marketing
Allegiance Group works with nonprofits and associations to transform their digital strategies and grow their impact. Whether you’re focused on fundraising, advocacy, stewardship, or content marketing, they’ll tailor your digital marketing plan to do more good for your cause. One of their digital marketing offerings is Google Ad Grants management.
Their advertising-related services include:
Getting Started With This Google Ad Grants Manager
Allegiance Group empowers you to create a more holistic approach to your nonprofit’s digital marketing. Explore their site to get a sense of whether their offerings align with your Google Ad Grant needs.
RKD Group | Best Agency for Donor Cultivation
RKD Group is a certified Google Grants agency that understand that nonprofits often have trouble making the most of their free advertising money without professional help and aim to eliminate those obstacles for them. They were the first full-service direct-response company to be added to the Ad Grants Certified Professional Community, so you know you’re in good hands if you choose them. From animal welfare groups to veteran organizations, they strive to help all causes succeed by connecting with donors.
Their team of experts will work closely to manage all aspects of your Ad Grants account through services such as:
Getting Started With This Google Grants Agency
RKD Group makes it easy to amplify your work and take advantage of the opportunities available to your nonprofit. Before lining up a consultation with their team, check out their services to make sure they offer what you need.
TrueSense Marketing | Best Agency for Search Engine Marketing
As a certified professional Google Ad Grant marketing agency, TrueSense Marketing is a smart addition to your marketing efforts. They’re comprised of professionals with extensive search engine marketing (SEM) experience that can take your Google Ad Grants management to the next level. They’ll handle everything from application to ongoing maintenance, so you can focus on other aspects of your mission.
Some of their services include:
Getting Started With This Google Ad Grants Manager
TrueSense Marketing is devoted to helping you make the most of your $10,000 each month. You can explore their full list of services on their website and determine if they’d be a good fit for your nonprofit.
Koios | Best Google Grants Agency for Libraries
Koios is a nonprofit organization specializing in digital marketing for public libraries, library advocacy groups, and other public information advocates. Their main service involves using the Google Ad Grants program to enhance the visibility of libraries online. Koios assists libraries in applying for the program, creating effective advertising strategies, and managing their Google Ads accounts.
They help increase web traffic to library websites and resources, particularly by making library catalogs more discoverable in Google searches. Here’s an overview of this agency’s services:
Getting Started With This Google Grants Agency
Koios works with libraries of varying sizes and tailors its pricing accordingly, offering a 60-day free trial period for new subscribers.
Reef Digital Agency | Best Google Grants Manager for Australian Nonprofits
Located in Australia, Reef Digital specializes in managing Google Ad Grants among other digital marketing services. They were the first agency in Australia to receive the Google Ad Grants Certified Professional designation, which is a testament to their expertise.
After serving 50+ nonprofits, they know how to unlock the power of the Google Ad Grant. Their featured case studies show that they helped the Australian Cancer Research Foundation reach record-breaking EOFY campaign results via the Google Ad Grant. They also helped Care Careers, which is a job board attract people to work in the disability, community, and aged care sector in Australia. They achieved
Here’s a rundown of Reef’s services:
Getting Started With This Google Ad Grants Manager
Reef charges based on the complexity of your Google Grants needs. They offer a free Google Ad Grants audit to potential clients.
Additional Google Ad Grant Resources
The Google Ad Grant program offers an immensely valuable marketing opportunity for your team. You can amplify your work and expedite your mission, but only if you choose the right keywords and deliver optimized landing pages to prospects.
A professional Google Grants agency eliminates the guesswork and makes it incredibly easy to get your content in front of the right audiences.
Plus, agencies that are fully devoted to Google Ad Grants management spend their time learning the ins and outs of the program. They fully understand everything from compliance requirements to keyword research best practices. That way, you can rest assured that you’re creating winning campaigns and that your account will stay compliant. In turn, you can keep receiving your free $10,000 grant every month.
As the only agency fully dedicated to Google Ad Grants on our list, we highly recommend you check out Getting Attention. They offer everything you need to get your account activated and create optimized campaigns. Plus, they’re a certified Google Partner, so you know you’re receiving professional guidance.
Looking to learn more about the program? As you start researching different agencies, check out these educational resources: