Proven Ways to Increase Payroll Donations at Your Nonprofit

5 Proven Ways to Increase Payroll Donations at Your Nonprofit

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For organizations seeking consistent and reliable funding, payroll donations represent a powerful yet often underutilized resource. These employee-led giving programs enable donors to contribute small amounts from each paycheck—amounts that accumulate to provide significant support over time.

However, many nonprofits struggle to fully tap into this opportunity. Whether it’s due to a lack of awareness, poor promotion, or an overly complex process, potential contributions often go unrealized.

Looking to change that? In this post, we’ll explore five proven strategies to increase payroll giving at your nonprofit:

  1. Registering your organization with payroll giving platforms.
  2. Creating a dedicated payroll giving page on your website.
  3. Driving awareness with social media.
  4. Combining payroll donations with matching gifts.
  5. Recognizing and thanking your payroll giving donors.

From building a solid foundation to making giving as easy and engaging as possible, these tips will help you unlock a sustainable stream of donor support, all while deepening relationships with your existing community. Let’s dive in!

1. Register your organization with payroll giving platforms.

Before you can encourage supporters to donate through payroll giving, your nonprofit must be accessible through the platforms that facilitate these contributions. Many companies rely on workplace giving platforms—like Benevity, YourCause, Bright Funds, or America’s Charities—to manage and distribute employee donations. If your organization isn’t registered, you’re essentially invisible to potential donors using these tools.

The solution? Start by identifying and registering with the most commonly used platforms in your region or among your donors’ employers. Be prepared to submit essential information, including your Employer Identification Number (EIN), a description of your mission, and bank details for direct deposit.

Increase payroll donations by registering for CSR platforms like this

Once your nonprofit is listed, take the time to optimize your profile. Include compelling descriptions, up-to-date branding, and high-quality images if the platform allows. The more professional and engaging your presence, the more likely employees are to choose your organization when setting up their payroll donations.

Key Tip: Keep a record of where you’re registered, and revisit these platforms regularly to update information or respond to donor inquiries. A complete and current profile can make a significant difference in securing recurring support.

2. Create a dedicated payroll giving page on your website.

Once your nonprofit is set up on payroll giving platforms, the next step is making it easy for your supporters to take action⁠—and that starts with your website. A dedicated payroll giving page serves as a central hub where visitors can learn about payroll giving, its importance, and how to get started.

Think of this page as both an educational and conversion tool. Use simple, accessible language, and highlight the convenience of giving straight from their paycheck—no invoices, no reminders, just automated generosity.

Here’s what to include on your payroll giving page:

  • What payroll giving is and how it works
  • The benefits to donors (e.g., tax-deductible, low effort, long-term impact)
  • Step-by-step instructions on how to enroll in a program
  • A list of companies that offer payroll giving, if you know where your donors work
  • A contact form or email for questions
  • Real stories or testimonials from current payroll donors, if available

Check out this example page from WaterAid to see these practices in action:

Increase payroll donations with a dedicated landing page

Bonus Tip: Optimize the page for search engines with keywords like “payroll giving,” “workplace donations,” or “employee giving programs.” Also, link to it from your main donation page and include it in your email footers and donor communications to increase visibility.

By creating a clear and informative payroll giving page, you’re reducing friction for your donors and helping them say “yes” to ongoing support with confidence.

3. Drive awareness with social media.

Even if your nonprofit is registered with payroll giving platforms and has a great web page explaining the process, none of that matters if your supporters don’t know payroll giving exists. That’s where social media comes in.

Social media is one of the most effective tools for building awareness and driving engagement around payroll giving. With the right content, you can reach donors where they already spend time and inspire them to take action—especially if you make the message relatable, clear, and easy to share.

Here’s how to make the most of your social platforms to increase payroll donations:

  • Educate your audience by explaining what payroll giving is and how it helps. Use short, digestible posts with branded graphics or quick videos.
  • Highlight real impact. Share stories, statistics, or milestones that show how payroll donations are making a difference.
  • Create reminders. Time your posts around key giving moments—like year-end, Giving Tuesday, or open enrollment periods at major employers.
  • Use clear calls to action. Every post should direct users to your dedicated payroll giving page or inform them of the steps to get started through their employer.

For the best results, don’t forget to utilize platform-specific features, such as Instagram Stories, LinkedIn posts (especially useful for workplace-related topics), and Facebook Events or Live Q&As, to answer questions and engage your community in real time.

This example from the MND Association demonstrates how one organization can do so:

Increase payroll donations with social media posts like this

Pro Tip: Tag companies with payroll giving programs and encourage your supporters to share how they give through work. Peer advocacy can be one of the most persuasive motivators for new donors to join in.

By consistently discussing payroll giving on social media, you’re keeping the opportunity visible, relevant, and easy to act on—three essentials for cultivating long-term support.

4. Combine payroll donations with matching gifts.

One of the most effective ways to maximize the impact of payroll donations is by pairing them with matching gift opportunities. After all, many employers who offer payroll giving programs also provide donation matching—doubling (or even tripling) the contributions their employees make. Yet, these matching gifts often go unclaimed simply because donors don’t realize they exist or don’t know how to apply.

By actively promoting the combination of payroll giving and employer matching, your nonprofit can unlock significantly more funding with minimal additional effort from donors.

Here’s how to make this strategy work:

  • Educate your supporters about matching gifts and how they can maximize the impact of their payroll donations. Emphasize that it’s a simple way to increase their impact without giving more.
  • Provide clear instructions on how to check if their employer offers matching. Link to matching gift search tools directly from your payroll giving page.
  • Coordinate your messaging. When promoting payroll giving—on your website, in emails, or on social media—mention matching gifts as a bonus benefit.
  • Track and follow up. Flag payroll donors who work for companies with known matching programs. Then, follow up with a reminder or guide to help them submit their match request.

See how the GBS/CIDP Foundation aligns the two opportunities on their website here:

Increase payroll donations with matching gifts like this

Pro Tip: Partner with a matching gift platform (like Double the Donation) to automate the match process where possible. Streamlining this experience reduces friction and increases the likelihood that donors will complete the additional step.

When payroll donations and matching gifts work together, the result is a steady, scalable stream of funding that can grow exponentially. It’s a win-win for your donors and your mission.

Increase payroll donations with Double the Donation.

5. Recognize and thank your payroll giving donors.

Payroll giving donors are some of your most loyal and consistent supporters. They’ve committed to helping your organization month after month, often quietly and without much fanfare. That’s exactly why it’s so important to recognize their generosity and make them feel appreciated.

Consistent gratitude builds stronger relationships and encourages long-term giving. When payroll giving donors feel seen and valued, they’re more likely to continue—and even increase—their support. A thoughtful thank-you also reinforces the impact of their gift and connects them more deeply to your mission.

Here are some effective ways to appreciate payroll donors:

  • Send personalized thank-you messages. Whether it’s a handwritten note, email, or quick video message, a personal touch goes a long way.
  • Create a special donor segment. Acknowledge payroll donors in your annual report, on your website, or through exclusive updates or newsletters.
  • Celebrate milestones. Recognize donor anniversaries (e.g., one year of giving via payroll) or share when their cumulative impact hits a certain level.
  • Offer small tokens of appreciation. This could be branded swag, behind-the-scenes updates, or invitations to exclusive events.
  • Highlight stories. With their permission, feature payroll donors in social posts or email spotlights. This not only honors them but inspires others to join in.

Check out how the Cancer Research Foundation recognizes existing payroll giving donors on social media, as seen in this testimonial video they shared. In it, the donor states, “I’ve been doing this for a few years now, and I don’t really need to think about it once it was all set up.”

Increase payroll donations with recognition like this

Pro Tip: Because payroll giving is often managed through third-party platforms, it’s important to keep your donor data organized. Make sure you’re capturing key information so you can reach out and thank these donors directly and appropriately.

Recognition isn’t just about saying thanks—it’s about building a lasting connection. When payroll donors feel acknowledged, they’re more likely to stay engaged, advocate for your cause, and continue supporting you for years to come.

Wrapping Up & Additional Resources

Payroll donations are more than just convenient—they’re a gateway to long-term donor engagement and financial stability. By implementing these proven strategies, your nonprofit can streamline the giving process, cultivate a culture of generosity, and maintain a steady stream of funding that supports your mission year-round.

Remember: the key to increasing payroll donations lies in education, accessibility, and ongoing communication. Start small, track your results, and keep optimizing for improvements. Your donors (and your bottom line) will thank you.

Interested in learning more about payroll giving? Check out these recommended resources to continue growing your knowledge: 

Increase payroll donations with Double the Donation.