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Powerful Nonprofit Advertising Examples To Inspire Your Ads

Have you ever encountered an advertisement so compelling that it convinced you to purchase something right then and there? Nonprofits can harness this same persuasive force. Instead of driving sales, nonprofit ads inspire us to support causes that make the world a better place.

To inspire your ads, this post will explore a variety of innovative nonprofit advertising examples:

When it comes to nonprofit marketing, the challenge isn’t just to capture attention but to ignite passion and inspire action. Let’s take a look at ads that do just that, so your nonprofit marketing team can imagine its own.

Get a free consultation, so you can start using the best nonprofit advertising resource: Google Ad Grants.

Environmental and Animal Protection Nonprofit Advertising Examples

Glacier National Park Conservancy

Type of Nonprofit Ad: Google Ad

An example of a nonprofit ad from Glacier National Park Conservancy to drive purchases from its online store

The Glacier National Park Conservancy (GNPC) supports the Glacier National Park by fundraising for preservation, education, and research initiatives that protect the park’s natural and cultural resources. To drive purchases through its online store, GNPC partnered with Getting Attention.

We created Google Ads that target GNPC’s mission-centric keywords like “Glacier National Park Campgrounds” and “Glacier National Park Backpacking.” That way, anyone searching for things to do at Glacier National Park would come across the organization’s offerings like campground reservations and tours. The ads drove 2,570 clicks and 8 purchases in just one month, and they even appear above the National Park Service’s website.

What Nonprofits Can Learn: The Google Ad Grant program has limitations regarding commercial activity. While you must limit commercial activity on your site, you can still offer products and services that have fees. You just have to say how those funds will benefit your mission. If you run an online store that directly funds your work, you can promote it with Google Ads!


International Bird Rescue + “Migration” Team-Up

Type of Nonprofit Ad: Cause Marketing


The International Bird Rescue (IBR) partnered with Illumination to advertise its mission in connection with The “Migration” movie. The animated children’s movie follows a family of ducks as they convince their overprotective father to leave their safe pond and embark on an adventurous trip to Jamaica. IBR wanted to communicate that their nonprofit helps care for birds who are sick, injured, and oiled.

Today Show host Al Roker served as the face of the campaign and made a televised PSA to highlight the organization’s commitment to “helping our winged friends preserve their way of life.” He then directed people to visit birdrescue.org/migration to learn more.

What Nonprofits Can Learn: Nonprofits can benefit from partnerships with celebrities and companies that resonate with their cause. For instance, having a well-known media personality as the face of your campaign can add credibility and draw attention to the cause. Search for opportunities where corporate sponsors can integrate their products or services into your nonprofit’s mission.


World Wildlife Fund’s Google Ad Campaign

Type of Nonprofit Ad: Google Ad

A Google Ad example from the World Wildlife Fund that promotes its Adopt A Penguin kit

As part of its efforts to create a safer world for wildlife, the World Wildlife Fund sells symbolic adoption kits, which feature merchandise of the animal the kit’s proceeds help protect. In the WWF’s Google ad above, you can see their Adopt A Penguin kit, which includes a plushie, gift bag, adoption certificate, and photo of a penguin.

Below the WWF’s ad, you’ll notice The Penguin Foundation taking a similar approach by advertising its Adopt A Penguin offering.

Even if your nonprofit can’t purchase nonprofit ads, you might be eligible for the Google Ad Grant, which provides up to $10,000 in monthly ad credits to nonprofits! This means your nonprofit, regardless of size, can compete with giants in the space like the WWF.

What Nonprofits Can Learn: Products that relate to your mission bolster brand awareness and give supporters a tangible reminder of your cause. Try advertising fun products like WWF did!


Community Development Nonprofit Advertising Examples

Literacy Empowerment Foundation

Type of Nonprofit Ad: Google Ad

An example of a nonprofit advertisement that promotes Read Across America Day

The Literacy Empowerment Foundation promotes literacy by providing books and educational resources to children, parents, and teachers. Read Across America Day is an important holiday for nonprofits in the childhood literacy space, so our team of Google Ad Grant experts designed Google Ads that target key terms like “free books for Read Across America” and “free books for kids.”

These ads boast impressive engagement metrics, such as:

  • 1,320 clicks during March, which is when Read Across America Day occurs
  • 45 conversions during that month, including 16 visits to the foundation’s online books and 26 requests for donation options

What Nonprofits Can Learn: If there’s an awareness day associated with your cause, create search ads that target those terms. People who want to learn more about those awareness days will Google related terms and find your organization.


Lean In’s #38PercentCounts Campaign

Type of Nonprofit Ad: Advocacy and Corporate Partnership

A picture from an Instagram post about Lean In's #38PercentCounts campaign, a great nonprofit advertising example

Lean In focuses on women’s empowerment and gender equality in the workplace. The nonprofit launched its #38PercentCounts campaign to highlight that black women are paid an average of 38% less than their white male counterparts. At that time, the disparity meant that black women effectively earned 62 cents for every dollar paid to white men.

The campaign was timed to coincide with Black Women’s Equal Pay Day, which was August 7. This day marks the extra time black women must work into the new year to make what white men earned in the previous year. Lean In partnered with various businesses to raise awareness.

This nonprofit advertising example created a visceral reaction to pay gap injustices and encouraged serious discussions. Today, the pay gap sits at 36%, and Lean In aims to continue drawing attention to this slowly closing gap until it’s gone.

What Nonprofits Can Learn: Anchoring an advocacy campaign around a significant, easily understood statistic has incredible power to highlight a pressing issue.


Best Nonprofit Advertising Campaigns From Health Organizations

Erika’s Lighthouse Foundation

Type of Nonprofit Ad: Google Ad

An example of a nonprofit Google Ad from Erika's Lighthouse to promote education around adolescent mental health

Erika’s Lighthouse Foundation promotes awareness about adolescent depression and mental health to break down the stigma around mental illness. To promote its mission, the foundation teamed up with Google Ad Grant experts.

Our team created Google Ads that promote awareness of Erika’s Lighthouse Foundation’s mission by targeting keywords like “mental health nonprofit.” That way, anyone searching for services can find them. In just one month, our ads drove 300 clicks. The campaigns had an incredible 15.8% CTR, which is higher than the average search ad CTR of 3.17%.

What Nonprofits Can Learn: Drive interest by choosing specific keywords for your Google Ads. Conduct thorough research to determine what keywords will connect you with your beneficiaries or supporters.

Download our free website optimization guide to convert the users who visit your site after reading your nonprofit advertisements.


Doctors Without Borders’ Giving Tuesday Campaign

Type of Nonprofit Ad: Facebook Ad

An example of a Facebook Ad campaign that Doctors Without Borders launched for GivingTuesday

Doctors Without Borders, also known as Médecins Sans Frontières (MSF), is an international humanitarian medical organization that provides emergency aid in areas affected by conflict, epidemics, disasters, or a lack of health care.

The nonprofit created a Facebook Fundraiser and designed Facebook Ads to amplify its Giving Tuesday efforts. It also leveraged matching gifts to drive even greater engagement. For context, GivingTuesday is a global generosity movement and has generated more than $13 billion for nonprofits. Considering that companies donate $2.86 billion via matching gift programs each year, combining the two opportunities was a smart move that paid off for Doctors Without Borders!

Within the two weeks the nonprofit ran its ads, the campaign generated these metrics:

  • Ad spend: $26,000
  • Donation value from ads: $72,000
  • 2.8x return on ad spend
  • 60% new donors and 40% recurring donors
  • 2x the revenue as its previous year’s Giving Tuesday campaign

What Nonprofits Can Learn: Use your ads to promote attention-grabbing fundraising opportunities. By combining the power of digital ads with corporate giving opportunities during key philanthropic events, you can create powerful ads that drive donations!


The National Kidney Foundation: Are You The 33%?

Type of Nonprofit Ad: Influencer Ad

Nonprofit ads created by the National Kidney Foundation led to this kidney health quiz.

The National Kidney Foundation launched an influencer ad campaign to bring awareness to the fact that 33% of U.S. adults are at risk for kidney disease. The nonprofit partnered with Social Native creators to spread awareness and invite users to take a quick “kidney quiz” to assess their risk level.

This campaign was supported by a partnership between the National Kidney Foundation, the U.S. Department of Health and Human Services, and the American Society of Nephrology. Together, these organizations raised awareness and mobilized people affected by kidney disease.

With the help of 45 influencers, the campaign reached 1 million+ Instagram users and produced over 675 comments, 20,000 in-feed engagements, and 15,000 likes!

What Nonprofits Can Learn: Influencer marketing can help you tap into new audiences. Plus, it tends to be a cost-effective form of nonprofit advertising. Influencers spend time cultivating a loyal following, so partner with those ones who have communities that are likely to be passionate about your cause.


The Truth Initiative’s Ads Throughout The Years

Type of Nonprofit Ad: TV and Video Ads

The Truth Initiative’s mission is to encourage young people to reject smoking, vaping, and nicotine. This nonprofit is renowned for its effective public education ad campaigns that spread awareness and prevent tobacco use among young adults.

The Truth Initiative has launched several impactful TV ads, such as:

  • Finish It” Campaign: This campaign launched at the 2017 MTV Video Music Awards and encouraged U.S. youth to be the generation that ends smoking. The campaign featured ads like “Finishers,” which was shot in the style of a video manifesto, promoting youth empowerment and social change​.
  • “Unpaid Tobacco Spokesperson”: This series of ads highlighted how celebrity smokers inadvertently act as free marketing for tobacco companies. The campaign encouraged young people to think before posting smoking selfies​​.
  • “CATmageddon”: This ad tied smoking to the well-being of pets, warning that smoking is bad for animals and could lead to a world without cats and consequently, no cat videos. It was designed to resonate with teens’ passions for internet memes and animal welfare.

Recently, the nonprofit launched a new short-form ad series in which it shows the connection between nicotine dependence and “toxic therapy.” The Toxic Therapist character encourages teens to believe their friends are excluding them and also shows that vaping nicotine is associated with sleep problems.

What Nonprofits Can Learn: Consider how your team can tap into current trends and use shock factor to create clever nonprofit ads.


Claire’s Place Foundation

Type of Nonprofit Ad: Google Ad

A Google Ad from Claire's Place Foundation that promotes different involvement opportunities

Claire’s Place Foundation organizes assistance for individuals and families affected by Cystic Fibrosis, a chronic disease that affects the lungs and digestive system. The foundation partnered with our Google Ad Grant experts to connect with supporters and promote involvement opportunities, like starting fundraisers. Their ad campaign targets broad, high-volume terms like “charity events” and “fundraising for nonprofits.”

Their ads use ad assets like sitelinks (the links at the bottom of the ad as pictured above) to direct users to specific pages on their website beyond the main landing page, such as the donation page and an informational page about Cystic Fibrosis. The ads successfully sparked interest and have a CTR of 10.3%.

What Nonprofits Can Learn: Google Ads can be great for inspiring involvement opportunities like donations! If you’re eligible for the Google Ad Grant, try using them to encourage supporters to launch fundraisers, volunteer, or take other actions to support your cause. Don’t forget to build out your ads to take up more real estate with sitelinks.


Fundraising Advertising Examples For Humanitarian Efforts

charity: Water’s UnTasty Dishes

Type of Nonprofit Ad: Cause Marketing


This nonprofit advertising example reimagined BuzzFeed’s viral Tasty Dishes videos. The original series provided quick, easy recipes and generated millions of views. Then, charity: Water’s version, called UnTasty Dishes, added a substituted ingredient: dirty water.

This campaign helped charity: Water tap into BuzzFeed’s, at the time, 63 million followers. The video featured above generated 893K views, not to mention the others in the series, like a typhoid bacteria-infested smoothie jar and an algae cornbread. In its first two weeks, this nonprofit ad campaign generated 5 million views across Facebook and Snapchat.

What Nonprofits Can Learn: This nonprofit advertising example demonstrates the power of tapping into viral trends to reach large audiences quickly.


Champions Against Bullying’s NiceBot

Type of Nonprofit Ad: Social Marketing Ad

The NiceBot is a great nonprofit advertising example for organizations that want to leverage innovative technology.

Champions Against Bullying is an international nonprofit that helps families and schools address bullying. With reports showing that something mean was posted on X (formerly Twitter) every 60 seconds at the time of this campaign, Champions Against Bullying programed the NiceBot, a Twitter bot, to send kind messages to random users every 30 seconds.

The NiceBot won a Shorty Award, making it the “first-ever use of spam for good.” The campaign reached over 7.5 million people in 76 countries. It had over 436,000 engagements and over 250,000 mentions and was featured in major advertising publications as well as TechCrunch, Upworthy, the Huffington Post, and the Today Show. Champions for Bulling extended its campaign’s impact by 3D-printing physical NiceBots and sending them to supportive influencers and celebrities.

What Nonprofits Can Learn: Leveraging technology creatively can transform how nonprofits address social issues. Plus, connecting with social media influencers can elevate your reach substantially.


ACT International

Type of Nonprofit Ad: Google Ad

A Google Ad from ACT International that promotes the organization's programs

ACT International is a nonprofit organization that equips artistic missionaries and ministers with essential support, helping churches utilize the arts for spiritual transformation and redemption worldwide. To increase interest in ACT International’s programs, our Google Ad Grant agency launched an ad campaign. By targeting specific keywords such as “how to start a church ministry,” ACT International reaches its ideal audience, those interested in starting church ministries.

The ads summarize the organization’s mission, highlight its coaching courses, and use sitelinks to promote other important website pages, such as its Prayer Guide. In one month, these ads drove 942 clicks and 12 inquiries.

What Nonprofits Can Learn: In your nonprofit’s ads, communicate key information in a way that’s easy for potential supporters or clients to understand. This clarity will help attract users directly interested in your services..

Many of these fundraising advertising examples show how powerful the Google Ad Grant is. Learn more with this guide.


Common Questions About Nonprofit Advertising

How do nonprofit organizations advertise?

Nonprofits can use a wide variety of advertising methods to raise awareness, engage with beneficiaries, and solicit donations. Double the Donation’s nonprofit advertising guide shares statistics regarding how nonprofits distribute their advertising budgets:

  • 22% on display ads
  • 35% on search ads
  • 36% on social media
  • 8% on video ads and other forms of advertising

Among those, Google Ads are highly effective because they allow for precise targeting based on keywords, demographics, location, and user behavior, ensuring that advertisements are shown to qualified leads. Additionally, the platform’s pay-per-click model enables organizations to maximize their budget, paying only when users actually engage with their ads.

How do you advertise a nonprofit event?

You can create social media ads, collaborate with community influencers, engage local media for coverage, and distribute flyers and posters in community spaces.

But when it comes to online advertising, Google Ads is one of the best platforms for marketing your events. Create an event page that explains what your event is, what funds collected during it will support, and how supporters can participate. Then, create Google Ads that target relevant keywords potential attendees are likely to use when searching for events like yours.

Additionally, use targeted ad settings to set the geographical location and demographic characteristics of your ideal audience, enhancing the likelihood that ads reach people who are interested and able to attend the event.

Is nonprofit advertising worth the cost?

Yes, nonprofit advertising generates incredible results for nonprofits that create effective ads. Our nonprofit advertising guide shares these insightful statistics:

A series of statistics regarding nonprofit advertising, specifically for search ads and social media ads

  • Search ads have an incredible ROI of $4.78 for every dollar spent by nonprofits.
  • 53% of nonprofits pay for social media ads, indicating these platforms’ importance in nonprofit outreach.
  • Nonprofits can receive up to $120,000 each year with Google Ad Grants for free.
  • 56% of donors say Facebook is the social media channel that influences them most to donate, making it a smart place to advertise.

To see positive results, we recommend working with a nonprofit marketing professional like those here at Getting Attention! Our Google Ad Grant experts create winning ads that target the right keywords and make the most of your advertising dollars.

Do nonprofits get free advertising?

It depends on the platform! If they are approved for the Google Ad Grant program, nonprofits can receive up to $10,000 in Google Ad credits each month. The Federal Communications Commission also has a rule that allows nonprofits to leverage free radio ads formatted as public service announcements.

Final Thoughts on These Nonprofit Advertising Examples

These nonprofit advertising examples demonstrate the power of strategic communication in advancing social causes. From leveraging pop culture to harnessing the influence of Google Ads, these examples provide valuable lessons in how nonprofits can creatively reach their audiences.

Whether through emotionally driven campaigns or the smart use of technology, the strategies we’ve covered offer actionable insights for nonprofits looking to amplify their voices and accelerate their missions in the digital age.

Now that you have examples to model your ads after, refine your campaigns! If you need more guidance, check out these free resources:

Get a free consultation to learn how our Google Ad Grants experts can help you leverage the most powerful nonprofit advertising tool.

Explore this guide to learn more about how to get started with Facebook ads for nonprofits.

How to Optimize Your Facebook Ads for Nonprofits: 7 Tips

Facebook boasts an average of over 3 billion monthly visitors, and the platform generated $135 billion in ad revenue in 2023. Consider how many of your nonprofit’s current and future supporters currently contribute to these staggering figures.

Your nonprofit may already have a Facebook account it uses to connect with supporters and spread awareness of your cause. Using Facebook ads can supercharge these efforts by reaching and engaging a larger audience. In this guide, we’ll cover everything you need to consider when using Facebook ads to promote your mission:

Before diving into the best Facebook ad strategies, you need to understand how these ads work and get your account up and running. Let’s get started!

Learn more about Google Ads, one of the most cost-effective ways to leverage digital marketing as a nonprofit.

Understanding the Basics: Facebook Ad FAQs

What are Facebook ads?

Facebook ads are ads hosted through Facebook’s advertising platform. The ads can appear on mobile and desktop feeds, in the Messenger app, and even on other apps. They can be single images, image carousels, and videos (but formatting options are always changing).

The anatomy of a typical Facebook ad is as follows:

These are the main components of a Facebook ad (explored in text below).

  • Primary text: This is the body text of the ad. Usually, it is located above the ad’s image or video. Convey your campaign’s message, explain why you need donors’ support, and motivate them to take action.
  • Headline: The headline entices users to engage further. This should be a quick sentence or phrase (more on headlines later).
  • Description: This text appears below the headline. While it may be a disclaimer like in the example above, you can also use it to further explain the headline or nudge users to learn more. For example, Save the Children could swap this description for “Your support brings clean water to children.”
  • Donate button: This is your Facebook ad’s call to action (CTA), or the part of the message that prompts users to take action. This next step is usually donating, but it could also be to volunteer, sign up for your newsletter, or anything else your nonprofit needs.

Keep in mind that your nonprofit can link its Facebook and Instagram accounts and have ads appear on both platforms. This creates a seamless experience for your supporters and helps you establish more touchpoints with donors.

Does Facebook offer free ads for nonprofits?

Facebook does not offer free ads or discounted options to nonprofit organizations. However, we’ll explore strategies your organization can use to make your Facebook ads effective and see a return on investment (ROI).

Keep in mind that there are other cost-effective methods of advertising available to nonprofits, such as the Google Ad Grant. Later in the guide, we’ll discuss a Facebook ad alternative you can use in place of or alongside Facebook ads to make the most of your marketing budget.

How do nonprofits get started with Facebook ads?

Because Facebook does not have special offers for nonprofits, you’ll set up your account the same way a business would. The steps for getting started are:

The four steps for getting started with Facebook ads for nonprofits (detailed in text).

  1. Create a Facebook Business Page. A Business Page is different from a personal Facebook page. These accounts are designed for businesses, organizations, and other groups to engage their customers and supporters. Because each Business Pay comes with an Ads Manager account, you won’t need to worry about setting it up manually.
  2. Confirm account information. Visit the Ads Manager account settings to confirm that the information you entered in step one is accurate.
  3. Set up your payment method. Because Facebook ads cost money, you’ll need to have a payment method on file to purchase ad space.
  4. Start your first campaign! You’re ready to start buying ads, writing copy, and connecting with your audiences.

Now, it’s up to you to learn how to make your Facebook ad campaigns as effective as possible. Let’s explore a few strategies for creating stand-out ads that will lead to support.

Maximize Your Success with Facebook Ads for Nonprofits

Facebook determines ad pricing based on two factors:

  • Cost per click (CPC): A click occurs when a user clicks on your ad (e.g., clicking a donate button and navigating to your website). In this case, Facebook would price the ads based on how many clicks your ads receive. In other words, the more clicks on your ad, the more expensive it is to run.
  • Cost per mille (CPM): Also referred to as cost per thousand, this metric refers to the cost of 1,000 impressions. An impression occurs when a user sees your ad. Like with CPC, the more impressions, the higher the cost.

The cost of Facebook ads varies widely depending on how many ads your campaign has, how many people your ads are shown to, how many people engage with the campaign, seasonality, competition, and more. On average, however, Facebook ad pricing is about 69 cents per click and $9.88 per 1,000 impressions.

While these prices may seem low at first glance, costs can quickly add up. Additionally, you’ll need to consider other marketing expenses, like paying a designer to create attractive graphics and staff time spent managing your ads.

To help you stick to your budget and see great results, use the following strategies to maximize your success:

Seven strategies for maximizing your nonprofit Facebook ad success (detailed in text below).

Target specific audiences.

Facebook has billions of users. However, most of these users are not qualified leads. You need to attract and engage the small subgroup of Facebook users who have the means and desire to support your cause.

Before drafting your first ad, it’s critical to identify and understand your audience. To do so, start with your data.

Here are some tips for getting to know your audience:

A sample nonprofit audience persona (explained in the text below).

  • Develop audience personas. You likely have multiple distinct audiences within your existing donor base, each with varying preferences and affinities. To properly target each of these audiences, consider creating audience personas. Personas are fictional representations of a supporter in each audience segment, and allow you to pinpoint the most important traits, motivations, and obstacles and influence supporter behavior. With this information condensed into a profile for one hypothetical supporter, personas help you better understand how to tailor your campaigns to that segment.
  • Consider a wide range of audience characteristics. Go beyond simple demographic data and giving behaviors. While these factors are important, they don’t always give you a holistic picture of your audience or why they give. Analyze factors like engagement level such as how often a donor interacts with your nonprofit and the weight of those interactions (e.g., attending every event versus donating occasionally). Additionally, pay attention to psychographic traits like their beliefs, hobbies, and interests and non-financial contributions such as volunteering to avoid missing key insights that might not be as obvious.
  • Segment your existing audience. Next, divide your audience into segments based on shared characteristics. For example, you might create a segment of donors who almost always donate to a specific project and target them with calls to support a similar, new initiative.
  • Don’t forget about new donors. Consider which new audiences you want to reach, and perform preliminary research about those prospective supporters. To learn more about untapped audiences, you may have to make some inferences or use third-party data to fill in the gaps.

Armed with these insights about who your donors are, why they are passionate about your cause, and what drives them to give, you can start crafting headlines that grab their attention.

Write short, snappy primary text and headlines.

Like marketing email subject lines, Facebook ad primary text and headlines should be short, compelling, and clear. According to Facebook, headlines should be no more than 40 characters to avoid being truncated while primary text can be around 125 characters. 

Supporters will likely read the primary text in your ad before anything else. To grab users’ attention, many organizations inspire a sense of urgency in this part of the ad with copy like “Every night, 1 in 5 American children go to bed hungry. You have the power to help.” Balance these creative and persuasive appeals with additional context as most users need to know what they are donating to and why before taking action.

Headlines are meant to be descriptive first and clever second. For example, the organization from the previous example might use a description like “Just $5 provides 20 meals.”

Use images and videos.

Including images, slideshows, or videos is strongly recommended. Data indicates that using images or video in your Facebook ads can boost ad clicks by 26.47% and 67.65% respectively.

For ads with images and video, aim to:

  • Make it authentic. Avoid using generic stock photos or videos just for the sake of adding them to your ad. Instead, use meaningful visuals your nonprofit has captured of its beneficiaries and facilities to add a personal, authentic touch. Remember to check that you’ve obtained a photo release from individuals featured in the photos and videos before launching the ad.
  • Keep branding consistent. Does the media align with your branding and overall voice? Did you add your logo and brand colors to images, videos, and graphics in your ads? Being able to say “yes” to these questions ensures that your supporters will easily recognize your branding when they come across the ad in their feed.
  • Optimize for mobile. Most of your supporters will view your ads on their phones. After all, more than 80% of Facebook users only browse the platform via their mobile device. Optimize any media you use for smaller screens by using square or vertical formats and ensuring text is large and legible.

Make sure media elements complement the ad copy rather than detracting from it. Images and videos should neatly align with the ad’s primary text and headline so users understand your message and feel compelled to take action.

Make different kinds of appeals.

To appeal to different audiences, you’ll need different methods to convince each segment to donate. You may be familiar with the three types of appeals used in persuasive contexts: logos, pathos, and ethos. Here’s how to use each one in your Facebook ads:

  • Logos, or logical appeal: This appeal relies on logic and hard evidence to motivate your audience to give. Present factual information like impact metrics and statistics about the issue you combat to make a logical case for support. For example, the ASPCA might highlight that 6.3 homeless animals enter shelters each year.
  • Pathos, or emotional appeal: This argument appeals to supporters’ feelings and deeply held values to elicit an emotional response, such as anger, fear, or compassion. You can make emotional appeals through storytelling, testimonials from beneficiaries, and real-world images and videos. The ASPCA’s iconic commercial featuring Sarah McLachlan’s “Angel” is an example of emotional storytelling.
  • Ethos, or ethical appeal: Ethos appeals to the audience’s perception of the speaker’s credibility. Build credibility with users by establishing your nonprofit’s expertise about your cause by highlighting past successes. The ASPCA could reference its annual report with a message like, “In the wake of Hurricane Ian, the APSCA assisted more than 2,800 animals—join us to support more animals impacted by natural disasters.”

You can combine these appeals within the same ad or even use them to move prospective supporters through the conversion funnel. For example, you may use an emotional appeal to catch a donor’s attention in your initial ad and link to a page that contains facts and statistics to make a logical argument to secure the donation. Your supporters are complex, multi-faceted people who rely on logic, emotion, and ethics to make decisions. The right blend of appeals will help you inspire them to take action.

Tell powerful stories.

Many organizations make emotional appeals through vivid storytelling. After all, research shows that stories tend to be memorable, increasing the chance that your ad will stick with users long enough to motivate them to take action.

Because you won’t be able to include a very long story in an ad, it’s imperative to start with a strong hook. Additionally,  use visual elements that can communicate the story more succinctly than words alone, such as a narrative video. Always use real people, experiences, and challenges in the stories to present your nonprofit as authentic, credible, and trustworthy.

Leverage Ad Scheduling.

Facebook offers a scheduling tool to accounts that use a lifetime budget rather than a daily budget. By setting a lifetime budget, you tell the platform how much you plan to spend throughout the entire campaign. A daily budget, on the other hand, is the average amount you aim to spend on a specific set of ads each day.

Facebook’s instructions for scheduling an ad set are:

  1. Create or edit an ad set.
  2. Navigate to the Budget & Schedule section and ensure you’ve selected “Lifetime Budget.”
  3. Select “Show More Options,” hover over the “Ad Scheduling” option, and click “Edit.”
  4. Then, click “Run ads on a schedule” and customize the times for when each ad will run!

Scheduling your ads will help you reduce wasted ad spend. You can time ads to appear when your supporters are most likely to respond. Additionally, you can limit how much you spend on ads that appear during times with more competition or high costs to maximize your budget.

Add donate buttons.

Always make sure your ads have an obvious CTA. These are usually in the form of a donate button that users can click to reach your donation page.

This button should contain no more than one to two words. If your desired next action is for users to give to your cause, “Donate Now” is likely the best option. For campaigns with different objectives, adjust your CTAs accordingly. For example, a campaign centered around spreading awareness might link to a blog post and use a “Learn More” button. A volunteer recruitment campaign would link to the volunteer application and state “Sign Up.”

Top Alternative to Facebook Ads for Nonprofits

While Facebook ads can be highly effective, they may also require funding that your nonprofit just can’t spare at this time. In this case, you may need to opt for more nonprofit-friendly advertising methods. When it comes to reach and cost-effectiveness, the Google Ad Grant is a great alternative.

Google Ad Grants

Google Ads are used to promote products, services, content, and more to search engine users. Typically, organizations using these ads will bid on keywords related to their product or offering, hoping to appear in the search results for that term. Here’s what a Google Ad looks like on the search engine results page (SERP):

A screenshot of a Google ad on the search results page.

The Google Ad Grant is a program that awards $10,000 in free Google Ads credits to qualifying charitable organizations each month. The eligibility requirements for joining the program stipulate that your nonprofit must:

  • Hold valid charity status within your country. If your organization is based in the U.S., you’ll need to be a 501(c)(3) organization.
  • Register with Google for Nonprofits.
  • Agree to certain terms regarding nondiscrimination and donation receipt and use on the application.
  • Have a functional website with valuable content.

To learn more about eligibility for the grant, check out this video:

 

Once you secure the grant, your nonprofit will need to put together a plan for using the grant to its full potential.

To make the most of your ad credits, consider working with an agency that specializes in the Google Ad Grant. These professionals can help you confirm your eligibility, apply for the program, perform keyword research, and craft compelling ads. They’ll also ensure that you remain compliant with program guidelines and can even reactivate your account if it gets suspended. To learn more about these services and get in touch with a Google-certified Google Ad Grant agency, reach out to our team at Getting Attention for a free consultation.

Book a free consultation with Getting Attention to find a team of experts who can help you manage the Google Ad Grant effectively.

Additional Resources

Chances are, many of your supporters already scroll Facebook every day. Why not try to land messages about supporting your cause on their feed? Facebook ads can help you deepen your connections with existing supporters, reach new audiences, and garner more funding from online fundraising.

To learn more about nonprofit marketing and the Google Ad Grant, check out these resources:

Social media ads are expensive for non-experts. Google Ads are free for nonprofits, and we can help you get the most out of the program.

The title of the article: Why and How to Work with a Nonprofit Marketing Agency

Why and How to Work with a Nonprofit Marketing Agency

From raising funds and spreading awareness to informing beneficiaries about your services, marketing is essential to helping your nonprofit fulfill its mission. However, knowing how to market your cause, what platforms to use, and if your marketing strategy is effective requires expertise your nonprofit’s team might not have.

Fortunately, nonprofit marketing agencies are in large supply. These professionals bring their years of expertise working with nonprofits to supercharge their clients’ current marketing efforts, brainstorm new strategies, and provide long-term support.

To help your nonprofit understand if now is the right time to partner with a nonprofit marketing agency, this guide will answer basic questions about these professionals and review core types of marketing agencies.

Looking for a consultant to help manage your Google Ad Grant account? Partner with Getting Attention, a Google-certified marketing agency. Schedule a free consultation.

What is a nonprofit marketing agency?

A nonprofit marketing agency is a publicity and fundraising consulting firm that works with charitable organizations. These organizations work specifically with nonprofits and provide a variety of services, such as:

The range of services provided by nonprofit marketing agencies, listed below.

  • Donor acquisition
  • Fundraising and gift acquisition training
  • Website and online presence development
  • Strategic planning
  • Event planning
  • Brand development
  • Campaign strategy
  • And more

Essentially, if you need help reaching out to your donors, a marketing consultant can likely help. Keep in mind that some nonprofit marketing agencies are full-service agencies whereas others specialize in a few specific areas.

Whether your organization should partner with a full-service or specific nonprofit marketing firm depends on both your immediate and long-term needs. For example, many full-service agencies intend to be long-term partners that continually provide your nonprofit with general marketing assistance for years.

However, full-service agencies often lack specialized expertise, such as knowledge of how to run an effective Google Ad Grants account. As such, if your nonprofit needs help writing ads or getting your Ad Grants account reactivated, you’re better off working with a specialized nonprofit marketing agency.

Should my nonprofit work with a marketing agency?

Nonprofit budgets are often tight, especially when it comes to non-mission-related expenses like marketing. While nonprofit marketing agencies offer prices that accommodate charitable organizations, they are still an expense you’ll need to weigh the pros and cons of paying.

For some nonprofits, the results of working with a marketing agency will more than pay for itself while others may be better holding off for now. A few situations where you can benefit from a marketing agency include when your nonprofit:

  • Tries a new marketing strategy. If your nonprofit is new to marketing or looking to try a new marketing strategy, it can be worthwhile to partner with an external agency that has experience with that strategy. For example, if you want to add a direct mail element to your multi-channel marketing strategy, you may want to reach out to an agency with expertise in traditional mail fundraising.
  • Needs help improving marketing results. If your nonprofit already has a marketing team and strategy but isn’t seeing the results you would like, insight from an objective third party can be useful. However, when approaching a marketing agency, your nonprofit should present a specific problem or project you need assistance with rather than asking for general help. This will give the agency guidance and ensure there is a clear, measurable goal for the collaboration.
  • Has the budget for a consultant. Nonprofit marketing agencies are mindful of their clients’ budgets, but they don’t work for free. Just like nonprofits come in all sizes, so too do nonprofit marketing agencies. When assessing agencies, look at their prices and client profiles. Some agencies cater to enterprise-sized nonprofits and charge corresponding prices in the thousands, whereas others have small and medium-sized clients and only charge a few hundred dollars per month.

Additionally, before approaching a marketing agency for nonprofits, you should have an idea about what kind of support you’re looking for. Do you need a short-term partner for a specific fundraiser or are you looking for third-party services that will act as a permanent extension of your team?

The answer to this question will depend on several factors, such as the type of agency you need.

Types of Nonprofit Marketing Agencies

Nonprofit marketing is a complex, multi-faceted topic, and there are agencies that specialize in different fields, strategies, and nonprofit types. To provide a general overview of nonprofit agencies, we’ll explore five core kinds of agencies and provide our top recommendation for each one.

Google Ad Grant

The Google Ad Grant is a corporate social responsibility program run by Google that allows nonprofits to buy ad space on Google search results pages for free. With this resource, nonprofits can expand their reach without needing to dip into funds allocated for other projects.

Google Ad Grant agencies help nonprofits manage every aspect of this unique marketing opportunity, including:

  • Applying for the Google Ad Grant
  • Creating and managing their ad accounts
  • Maintaining compliance and reinstating suspended accounts

Consultants bring specialized expertise related to keyword research, search engine optimization, and Google policies. As Google Ad Grant management and Google Ads are fairly unique even compared to other digital marketing channels, nonprofits that need assistance should seek out consultants that are specifically Google Ad Grant agencies.

Our Favorite Google Ad Grant Agency: Getting Attention

We, of course, have to recommend our own nonprofit marketing firm: Getting Attention.

As a Google-certified partner, our team has extensive knowledge of the Google Ad Grant regulations and stays up to date on the latest developments from Google’s team. This means our experts can make sure your account is always in line with the latest trends, compliant with Google policies, and set to make the most of your allotted monthly funds.

When it comes to marketing, our services include:

These are five of the key features and services that Getting Attention’s nonprofit marketing professionals can offer your nonprofit.

  • Keyword research
  • Google Grant management
  • Google Grant application
  • Data hygiene upkeep
  • Account reactivation

Interested in Getting Attention is the right nonprofit marketing agency for you? Request a free consultation with our team!

Did you know Google Ad Grants have the highest ROI of any digital marketing platform? Learn more about Google Ad Grants’ impact here.

Branding

Your nonprofit’s brand is essentially how your organization communicates with your audience. A strong brand identity will make supporters see your nonprofit as a coherent, professional, and trustworthy organization worth supporting.

Branding consists of multiple elements nonprofits may need a consultant’s help with, including:

  • Brand strategizing and planning
  • Logo and other graphic assets creation
  • Website creation

If your nonprofit already has a brand identity, a consultant can help refine your approach and create new assets to expand and solidify your brand. These nonprofits should primarily look at agencies that focus on graphic design and website development.

Nonprofits that lack a clear brand or are looking to rebrand can partner with marketing agencies that will help brainstorm and build a new brand identity from the ground up. These agencies are also graphic designers but provide additional services related to strategic marketing planning, focus group testing, and brand rollout.

Our Favorite Branding Agency: Loop

No matter where your nonprofit currently stands with its brand identity, Loop is our go-to recommendation. Loop aims to provide its clients with strategic guidance for every part of their brand identity.

When working with Loop, nonprofits will have a nonprofit marketing agency that’s ready to walk them through a four-step process for creating and rolling out a successful brand identity:

  1. Discovery. Instead of blindly creating new brand materials, Loop will engage your community and staff in authentic conversations about your organization, its services, and its values. 
  2. Conception. Loop uses the information collected in the discovery phase to create concepts for logos, color palettes, typography, and other graphic design elements.
  3. Guide creation. With assets chosen, Loop will compose a brand guide that your nonprofit can use to establish how it will use various elements of its brand.
  4. Implementation. To roll out your new brand, Loop will create a strategic communication plan for announcing your brand and updating external communication to reflect it.

Loop is ready to be a long-term partner for its nonprofit clients. Their general timeline for brand-related partnerships consists of a three-month period for initial brand activities, followed by ongoing support for brand rollout which can last as long as the nonprofit needs.

Digital Fundraising

Modern nonprofit marketing strategies focus heavily on digital fundraising. As a result, digital marketing varies widely and consists of a number of services an agency might offer, such as:

These are the most important nonprofit digital marketing strategies.

  • Search ads
  • Email marketing
  • Website user experience optimization
  • Social media marketing
  • Video marketing 
  • Content marketing
  • Online greeting cards

Most nonprofit marketing agencies have at least some focus on digital marketing channels as a result. However, some agencies have more expertise and specialty services than others. When assessing digital fundraising consultants, explore their portfolios and case studies of past clients to see what kinds of work and projects they specialize in.

Our Favorite Digital Fundraising Agency: Fifty & Fifty

Fifty & Fifty is a full-service digital marketing agency for nonprofits that can help your team with nearly any component of digital fundraising, making it our top pick.

When it comes to marketing, Fifty & Fifty helps nonprofits with the following:

  • Campaigns
  • Social media
  • Email
  • Search engine optimization
  • User experience optimization
  • Analytics and reporting

But Fifty & Fifty’s services don’t end there. For more advanced digital fundraising campaigns, Fifty & Fifty offers:

  • Website development
  • Landing page optimization
  • Microsite creation
  • Web application development

With this wide range of options, Fifty & Fifty is ideal for nonprofits interested in working with an agency for almost any aspect of digital fundraising.

Technology

Technology is a core part of many nonprofit’s marketing efforts. After all, basic nonprofit marketing tools like your CRM and email platform are complex software platforms that need to be cleaned, optimized, and updated to maximize their functionality.

Some marketing strategies also revolve around technical solutions. For example, nonprofits interested in running complex virtual events, creating interactive websites, or collecting granular donor data can all benefit from working with a nonprofit technology consultant.

Our Favorite Technology Agency: DNL OmniMedia

For nonprofits that use CRMs and other tools created by top vendors Blackbaud and Salesforce, we have to recommend DNL OmniMedia as our number one nonprofit technology agency.

DNL OmniMedia not only advises nonprofits on technology-driven marketing strategies but can implement software solutions. Their services include:

  • CRM implementation, including software integration and data migration
  • Website development and ongoing maintenance
  • Custom mobile app development

DNL OmniMedia is ready to be a long-term partner to its clients. Along with offering ongoing maintenance and support, Team DNL can host multiple training sessions for nonprofits each year to get new team members up to speed with your technology.

Capital Campaigns

Capital campaigns are unique fundraising campaigns that require specialized marketing and consulting services. These campaigns are meant to accumulate a large amount of capital for a major project, such as constructing a new building or launching a brand new initiative.

While a regular fundraising campaign falling short of its goal is disappointing, a failed capital campaign can be a serious blow to your nonprofit’s reputation and ability to run future fundraisers. As such, seeking third-party assistance from professional agencies is a standard part of running a capital campaign.

Our Favorite Captial Campaigns Agency: Donorly

Donorly is the go-to agency for nonprofits running their first capital campaign. If your nonprofit’s team lacks experience with capital campaigns, Donorly is here to guide you every step of the way with the following services:

  • Leadership and fundraising training
  • Three-month intensive training and strategic planning
  • Campaign kick-off assistance

Additionally, if your nonprofit lacks the resources to run your capital campaign, Donorly’s team can act as an extension of your team. Think of the Donorly team as temporary members of your staff rather than an external service!

How to Hire a Nonprofit Marketing Agency: 5 Steps

With knowledge of what types of agencies are out there, your nonprofit is ready to assess whether you should partner with a marketing agency and how to go about starting that partnership.

In most cases, this a simple five-step process:

1. Understand your needs.

Before beginning the hiring process, determine whether your nonprofit needs to partner with a marketing agency at this moment and how that agency would help you. Even if you are fairly certain working with an external nonprofit marketing firm is the right move, this process will still provide useful direction for when you do hire a consultant.

To assess your nonprofit’s marketing needs, follow these steps:

  • Assess metrics. How are your nonprofit’s current marketing efforts performing? Use your CRM, website analytics, email platform, and social media profiles to analyze core metrics related to outreach and donor engagement. Specifically, look at metrics such as donor acquisition, recurring giving rates, donor lapse, and donor engagement.
  • Speak with various team members. The more perspectives you have on your nonprofit’s current marketing strategy, the more accurate your internal assessment will be. While your marketing team will likely provide the most insight, also speak to team members in other related departments, such as technology and donor cultivation. This will allow you to get a broader view of your current strategies and how your organization as a whole helps or struggles with them.
  • Consider future goals. You should approach nonprofit marketing agencies with specific goals in mind. These might include increasing your donor acquisition rate by a certain percentage or implementing an entirely new marketing strategy.

Along with helping to decide whether you need to work with an agency and what kind, this step also involves compiling information about your nonprofit an agency will likely need. By having information about your current strategies, technology, and marketing concerns ready, you can save your consultant the time they would have otherwise needed to spend collecting it.

2. Research agencies.

Once you know what services you need in a marketing agency for nonprofits, you can begin researching consulting firms. Basic Google searches should bring up recommended provider pages and reviews, but a few research sources we recommend include the following:

  • Ask for recommendations. If your nonprofit has connections to other organizations and leaders in the space, reach out to them for recommendations. They can offer firsthand accounts of their experiences working with various agencies or point your nonprofit toward agencies they’ve heard positive things about.
  • Explore past clients. When assessing a potential agency, check if they have a portfolio of past work available on their website. Many consultants will provide case studies of successful clients. These can give insight into the types of projects the agency typically works on, and your nonprofit can assess if similar solutions to the ones described in the portfolio would work for your organization.
  • Look at credentials. Several organizations provide awards and certifications for nonprofit consulting agencies. For example, many agencies offer Google Ad Grant services, but not all are Google-certified.

During this process, assemble a list of potential agencies to reach out. Research reviews and past projects to narrow down this list to a handful that you are serious about potentially working with.

3. Introduce your nonprofit.

Hiring an agency is not like making a simple purchase, and your nonprofit should never jump straight to making a hiring decision before reaching out to and speaking with an agency’s team.

To introduce your nonprofit and get acquainted with your top potential marketing agencies, fill out their contact form, send them an email, or give them a call based on what communication channels they have available for new and potential clients.

Your introduction should explain your nonprofit’s mission, share why you are looking for a marketing agency, and invite the agency to tell you more about its services. This is also an opportunity to further your research. Ask agencies about:

  • Past clients and if you can even contact some of them to ask them about their experiences with the agency.
  • Questions you have about their service model.
  • What types of nonprofits the agency typically works with.

You may also start to establish a rapport with agencies during this step, which will help you assess if they are a good fit for your nonprofit’s work culture and style.

4. Submit a request for proposal.

Once you have a shortlist of agencies you’re interested in working with, you can send out your requests for proposals (RFP). This document outlines your nonprofit’s current problems and goals and invites agencies to respond with a proposed solution that they would implement if you hire them.

Some consultants may have specific RFP forms for you to fill out, but for others, you will need to write your RFP from scratch. The general outline of an RFP involves these five elements:

An outline of the elements of an RFP, detailed below.

  1. An overview of your organization. There’s no need to provide a complete retelling of your nonprofit’s history, but focus on important background information for your current project and the potential obstacles it’s facing. At the very least, this should include your mission statement and a general overview of your organization’s size and structure.
  2. Description of your project. Explain what your nonprofit wants the agency to accomplish. Be as specific as possible when explaining your goals and why you want to achieve them. This will provide context that agencies will find useful when crafting their responses.
  3. Project scope. Share your timeline, budget, relevant resources, and any other factors and limitations consultants should be aware of. For example, if your project involves technology in any capacity, you should explain what your current software setup is.
  4. Selection criteria. Explain how you will assess responses to your RFP. This might include adherence to the specified scope of your project, how well the agency’s proposal aligns with your goals, and the agency’s overall experience working with nonprofits like yours. If you plan to assess proposals based on multiple factors, explain which are your top priorities and what are nice-to-haves.
  5. Submission directions. Let agencies know how they should respond to your RFP. This includes how they should format their response, how they should send it to you, and when they must send it.

For reference, submitting an RFP is standard procedure for hiring most types of nonprofit consultants outside of just marketing. For example, if you need to hire an HR and compensation consultant, you would also write and submit an RFP.

5. Review responses.

Assemble a team to review agencies’ responses after your submission deadline. This team should consist of leadership members, the head of your marketing team, and any other stakeholders who need to sign off on a hiring decision. 

Assess the responses to your RFP according to your stated criteria. Additionally, consider whether each nonprofit marketing firm’s work model would mesh well with your team and lead to a successful long-term partnership. 

Rank the responses, and contact the top agency to officially hire them for your project. To ensure agencies aren’t left wondering about your decision, add a note in your RFP about when your team expects to contact the winning consultant.

Nonprofit Marketing Agencies: More Resources

Consultants come in all shapes and sizes, and nonprofit marketing agencies play the vital role of helping nonprofits boost awareness, increase outreach, and experiment with new strategies. To find the agencies that work best for you, assess your marketing needs and how a consultant can help you achieve them.

Marketing is a broad and complex topic. To improve your understanding before working with an agency, explore these resources:

Get clicks and get support with a Google Grant agency. Discover what Getting Attention can do for your nonprofit's online presence. Get a free consultation!

This guide explores what marketing grants are, how to apply, and some of the best nonprofit marketing grants available.

9 Worthwhile Marketing Grants for Nonprofits & How to Apply

An effective marketing strategy is paramount for accomplishing your nonprofit’s mission and making a genuine impact. Securing funds to power your nonprofit marketing plan isn’t always easy, though.

Marketing efforts should account for 5-15% of your operating budget. Sometimes, that’s still not enough to effectively spread the word. If your budget is tight or you simply want to expand your outreach efforts, consider exploring marketing grants for nonprofits.

There are several nonprofit marketing grants available. While some are specific to a certain cause or sector, others are geared toward only smaller or larger organizations. If you’re curious about which grant you should apply for, this guide will explore the following:

Nonprofit marketing grants can help your organization build a solid outreach strategy. But this can only be done after finding the right grant for your needs and following the necessary steps to apply. Let’s dive into the basics!
Click here to get a consultation with our team and learn about the most powerful nonprofit marketing grant: The Google Ad Grant.

What are marketing grants for nonprofits?

A nonprofit grant is a fund awarded to an eligible organization that does not need to be repaid. Marketing grants are often rewarded based on nonprofit values or industry criteria. These grants come from various sources:
A chart defining the different types of marketing grants for nonprofits

 

  • Government grants are funded by the government or with taxpayer money. Government grants are given on the federal, state, and local levels.
  • Foundation grants are funded by organizations dedicated to funding the nonprofit sector. They are often started by individuals.
  • Corporate grants are funded by corporate companies, like Google or Walmart, that want to use some of their money to support philanthropic causes. These typically make up part of a company’s larger corporate giving strategy.

Nonprofit grants can be further divided by their funding project, such as:

  • Unrestricted funds cover day-to-day operating costs and support the general work of an organization.
  • Capital support supports specific capital campaigns like construction or renovation projects.
  • Restricted funds support a particular purpose, project, or program. This is the most common type of grant funding.

Nonprofit marketing grants can assist with carrying out charitable initiatives, supporting donor outreach, and spreading awareness.

Any marketing or promotion you do for your online giving page, exciting fundraising events, and other initiatives can be taken to the next level with the right marketing grant. Plus, all donor communication and retention efforts can be elevated with enhanced marketing communications. For example, you can use a grant to send out targeted email newsletters to new members.

The value of grants to nonprofits is immeasurable, especially once you consider the impact that your organization can have on your mission if your marketing plan and fundraising efforts exceed goals.

Where to find marketing grants for nonprofits

The process for finding and applying for marketing grants will differ depending on your mission, your funding project, and the grant you choose. That’s why before you start your search for the best marketing grant for your nonprofit, make sure you define your mission and conduct the necessary research.

You already know what your mission is, but it’s important that you’re able to effectively communicate it to anyone, especially if you’re trying to get a grant from them. They need to resonate with your mission as much as you do, as well as entirely understand what your goals are and how a grant will help you reach them.

Next, we recommend you start off the search process with grant databases. There is a wide array of grant research resources that you could check, but we recommend these:

  • GrantStation— A database to search, review, and apply for nonprofit grants.
  • GrantWatch — Another database to find and apply for nonprofit grants.
  • Grants.gov — A website under the Office of Management and Budget to help nonprofits find federal grant-making agencies.
  • GuideStar — An online database that connects nonprofits with grant opportunities (and vice versa). Create a profile for your nonprofit to start applying for grants, while also helping grant-makers discover your cause.
  • GrantsforUS.io — A website that advertises upcoming grant opportunities per U.S. state.
  • Grantmakers.io — A website that makes the machine-readable IRS 990 dataset available for nonprofit professionals.

Along with dedicated grant databases, you can also conduct a simple online search. To narrow down results and find relevant grants, research popular keywords related to your mission.

For example, let’s say you run a nonprofit organization that provides clean water. If you search keywords like “sustainability” or “environment,” you might find grants like Georgia Power’s Waters for Georgia Grant that align with your eligibility.

How to apply for nonprofit marketing grants

As previously mentioned, each grant application process will differ according to the grant. To give you a general overview of the application process, most grants require you to perform these steps:

The steps needed to apply for marketing grants for nonprofits

  1. Review grant guidelines. Pay special attention to due dates, eligibility requirements, and proposal instructions. Ensure that you meet all eligibility criteria.
  2. Gather necessary documentation. Have all necessary documents including your tax-exempt status, financial statements, 501(c)(3) determination letter, and all other supporting materials on hand.
  3. Write a project proposal. Through a formal request to a funder, communicate your cause and why it’s worth funding. Be specific and refer to data to persuade funders of your ability to amplify your impact. Consider including recent projects that speak to your organization’s efficiency and credibility.
  4. Review and submit the application. Once you have filled out all necessary fields, review your application to ensure that it’s accurate and compelling. If you’re applying to more than one grant at a time, keep track of all your applications and follow up if necessary.

Keep in mind that some grants, including the Google Ad Grant, require you to optimize your existing website for the best marketing results. That might mean you need to scope additional time to audit your materials and make improvements based on grant requirements.

9 top nonprofit marketing grants

There are many grants to explore, so sifting through databases might seem daunting. Refer to this list of nonprofit marketing grants to start your search.

Google Ad Grants

Check out Google Ad Grant, a marketing grant for nonprofits that amplifies organizations on Google search.The Google Ad Grant program awards $10,000 in ad credits to eligible nonprofits each month. This grant allows nonprofits to promote their digital content. If your organization complies with the program’s rules and guidelines, it can continue to receive this grant each month for as long as it needs!

With the Google Ad Grant program for nonprofits, organizations can:

  • Increase online conversions, including donations, volunteer sign-ups, event registrations, and more
  • Reach out to new donors and volunteers through audience targeting
  • Market multiple ad campaigns to promote different initiatives or programs
  • Analyze and track performance to create more effective ads that drive action

The Google Grant isn’t your traditional nonprofit marketing grant where the funding organization has only a limited amount of money to allocate. Any nonprofit that meets Google’s eligibility requirements and complies with the ongoing guidelines can apply for this grant! Check out this video for eligibility tips:

Because Google offers such a large sum to nonprofits, the program has stiff application and eligibility requirements. These include keeping your website up-to-date, maintaining account hygiene, and optimizing your campaign pages.

These activities all fall under the umbrella of Google Ad Grant management. Many nonprofits outsource their grant management to a dedicated Google Ad Grant agency. Depending on your budget and goals, your organization can choose to manage grants in-house or partner with an expert agency.

Learn more about partnering with an expert Google Ad Grant agency to apply for and manage this nonprofit marketing grant.

The Carnegie Corporation

Check out The Carnegie Corporation, a marketing grant awarder for nonprofits focused on all sorts of causes.The Carnegie Corporation is a grant-awarding institution that invests in nonprofits that want to make meaningful change in the world. Considering that the foundation’s mission is “to promote the advancement and diffusion of knowledge,” this is a great nonprofit marketing grant opportunity. Available grants range from education grants to peacebuilding grants to equality grants.

The Carnegie Corporation usually contacts the organizations it awards grants to. However, their Grant Inquiries page states that you’re welcome to contact their team or explore their other potential funding sources. To read about past grantees, explore The Carnegie Corporation’s grant database.

The Coca-Cola Foundation

The Coca-Cola Foundation has issued nonprofit marketing grants to support more than 350 initiatives.Since 1984, the Coca-Cola Foundation has awarded more than $1.5 billion in grants to support community initiatives around the world.​ In fact, Coca-Cola is committed to giving back 1% of its prior year’s operating income annually.

The company supports over 350 separate programs and projects related to safe water access, economic empowerment, climate resilience, disaster preparedness and response, and more. Note that they don’t accept unsolicited proposals for grants out of respect for all stakeholders’ time.

Walmart Foundation

The Walmart Foundation awards marketing grants for nonprofits whose missions align with their CSR priorities.Walmart and the Walmart Foundation provide more than $1.7 billion in cash and in-kind donations to support nonprofit organizations whose missions align with their philanthropic priorities. Their grantees are usually split between the priority areas of opportunity creation, sustainability, community building, and racial equity.

Over the past decade, Walmart has financially supported FoodCorps, a nonprofit that provides food and food education to American elementary schoolers. In the past four years, Walmart has awarded FoodCorps over $4 million in grants.

Ford Foundation

The Ford Foundation awards marketing grants to nonprofits dedicated to civic engagement, fighting inequality, and promoting environmental sustainability.The Ford Foundation was founded 85 years ago and is one of the largest private foundations in the U.S. With an endowment of $16 billion, the foundation awards grants to nonprofits that are dedicated to civic engagement, fighting inequality, and promoting environmental sustainability. They have a limited number of programs and projects, so explore all of their grant opportunities.

To see their past grants, explore their database of over 8,000 grantees. They support all sorts of organizations, like Columbia University, Carnegie Hall, and Borealis Philanthropy which addresses racial inequity in journalism.

Amazon Web Services

Amazon Web Services offers the IMAGINE Grant, which is separated into three different nonprofit marketing grant programs.Amazon Web Services IMAGINE Grant is dedicated to empowering nonprofit organizations to leverage technology to advance their goals. Nonprofits can apply to three IMAGINE Grant programs. Two aim to help fundraisers move their research and marketing to the cloud so that they can innovate quickly and at a lower cost, while one focuses on nonprofits using generative AI to accelerate impact.

Award packages can range from $20,000 in AWS Promotional Credit to $200,000 in unrestricted financial support. Recent grantees include Charity Navigator, Bat Conservation Trust, and One Simple Wish.

Bank of America

Bank of America advances progress in low and moderate-income communities by awarding marketing grants for nonprofits.Bank of America is a longstanding grantor for nonprofits. The company aims to advance economic mobility and social progress in low- and moderate-income communities nationwide. Their grants are focused on helping missions that serve basic needs like food and housing, workforce development and education, and community development. If you work in one of these industries, you’re a good candidate for these nonprofit marketing grants.

They have strong nonprofit alliances, including sponsorships and grants to local organizations that help improve financial lives. They even involve employees in the action through workplace giving. For instance, Bank of America proudly offers volunteer grants and matching gifts through its foundation. These funds are awarded to nonprofits where employees volunteer or donate.

Bill & Melinda Gates Foundation

The Bill & Melinda Gates Foundation offers nonprofit marketing grants to help promote global health, education, and poverty alleviation.The Bill & Melinda Gates Foundation is a private foundation that aims to help people lead healthy, productive lives. In the United States, it seeks to ensure everyone has access to opportunities to succeed in school and in life. In developing countries, it helps lift people out of hunger and extreme poverty.

While the foundation focuses on global health, education, and poverty alleviation, it also recognizes that effective outreach is fundamental for driving impact, making this a powerful nonprofit marketing grant opportunity.

Note that the foundation primarily directly invites proposals but occasionally awards grants through published RFPs. You can explore the grantmaking process and available opportunities on its website.

NBCUniversal Local Impact Grants

NBCUniversal Local Impact Grants offers nonprofit marketing grants in categories like storytelling and community engagement.As a leading commercial broadcast television and radio network, NBC understands the importance of effective communication. They’re also committed to giving back to charity. This year, NBCUniversal Local Impact Grants will award nonprofit organizations $2.5 million.

To be eligible, organizations must work in at least one of three specific areas:

  1. Youth Education and Empowerment, including in-school and out-of-school programs that equip youth with tools for success, like STEM education and youth entrepreneurship.
  2. Next-Generation Storytellers, including programs that develop pathways for young voices from underrepresented communities to explore careers in news, arts, sports, and entertainment.
  3. Community Engagement, including programs that enable people to engage and volunteer locally.

If your nonprofit engages in one of these areas, this may be the nonprofit marketing grant for you. The grants are general operating grants and will be awarded between $100,000 and $1 million.

PayPal

The PayPal Giving Fund uses PayPal's payment processing platform to award nonprofits grants that can be used for marketing purposes.You’ve probably heard of or even used PayPal’s payment processing services. However, did you know they also have a Giving Fund?

With it, they inspire philanthropy from individual consumers who use the PayPal platform. This drives more people to use their services and increases charitable giving.

Here’s how the PayPal Giving Fund works:

  1. Nonprofits create a registered PayPal account. They’ll receive lower processing fees and access to donation opportunities across PayPal and its partner organizations like GoFundMe.
  2. Supporters donate through PayPal or one of its partners. Your nonprofit will need to register for the fund to automatically be listed in the PayPal app and on PayPal’s fundraising site as grant-eligible for donors. Many PayPal partners will even cover processing fees for your nonprofit.
  3. PayPal provides the donor with a receipt and sends the money to the nonprofit. The funds are added to your nonprofit’s account, and PayPal even provides participating charities with a monthly donation report.

As one of our favorite CSR examples, PayPal repurposes its technology to help nonprofits. It also makes charitable giving a part of donors’ everyday lives.

Additional Resources

Marketing grants for nonprofits are invaluable resources that can catapult your mission and fundraising efforts farther than you’ve ever thought possible. This journey can all start by finding the right grant for your nonprofit needs. Hopefully, you found some viable options in the list above or through the grant databases that we recommended.

If you want to continue your research on the best nonprofit grant and how you can expand your marketing potential, explore the following resources:

Get a free consultation with Getting Attention to talk about one of the best nonprofit marketing grants: The Google Ad Grant.

This guide explores how nonprofits can use matching gift forms to fund their missions.

How to Use Matching Gift Forms 101: A Nonprofit Guide

Most nonprofits are familiar with matching gifts. But how many organizations actually pursue them with a dedicated strategy? According to Double the Donation, $4-$7 billion in corporate matching gift funds goes unclaimed every year. When 78% of donors have no idea if their employer matches gifts, the group is not completing the matching gift forms their companies require to secure corporate revenue.

In order to bridge the gap, nonprofits are taking increasingly proactive approaches to educate donors and provide them with the matching gift forms they need. We’re here to show you how to do just that. Supply donors with the right forms, streamline the request process, and drive more matches to completion.

In this guide, we’ll cover all the essentials of matching gift forms, including:

In the end, you’ll know how to raise more revenue for your nonprofit by strategically promoting matching gifts. Let’s get started!

Bypass matching gift forms with 360MatchPro's auto-submission

What Are Matching Gifts?

Matching gifts are a unique and impact-driven fundraising initiative in which one donation is matched by another, ultimately producing double the value. These contributions take place when a company or other entity agrees to match individual donations—either to a specific organization (such as with a one-off matching gift program) or a range of charitable missions.

While various types of programs include personal matching gifts (e.g., a generous supporter matches donations up to a certain amount for an organization during a campaign) and larger matching gift campaigns (e.g., a business, foundation, group of supporters, or another benefactor matches gifts up to a certain amount), the most common by far is corporate matching gifts. In these programs, employers match the donations their employees make to eligible nonprofits, thereby incentivizing philanthropy among their staffs.

This graphic explains how matching gifts can double someone's donation to a nonprofit.

Most companies have a set match ratio (usually 1:1, though it can be higher or lower), but lots of employees don’t know their companies even offer these programs. That’s why it’s important to promote matching gifts in your marketing strategy. Many supporters won’t know to check with their employers until you suggest it!

Generally, the corporate matching gift process looks like this:

  1. An individual donates to a nonprofit.
  2. The individual looks up their eligibility for a matching gift and accesses the forms needed to submit their request (this is a big part of it, and the purpose of this article!).
  3. The individual submits the match request to their employer.
  4. Their employer reviews the request and verifies the donation with the nonprofit.
  5. The employer matches the donation.

But as you get into the nitty-gritty details of matching gift policies, there are a few other things you need to keep in mind.

Eligibility

Both your donors and your organization have to be eligible for a matching gift. First, donors should confirm that their employment status (full-time, part-time, or retired) allows them to submit a match request. From there, you’ll want to verify that your organization falls into one of the specific nonprofit categories the company donates to. (Hint: most registered 501(c)(3) organizations will qualify!)

Minimum and maximum gift amounts

Most matching gift companies establish a limit on the amount of money they’ll match, typically stating the maximum each employee can request each year. Businesses also determine a minimum amount, though this is generally set at around $25 or less.

For an employee’s matching gift request to be approved, their recent gift should fall within the threshold their company has defined.

Match ratios

Though it ranges from one company to the next, most employers offer a dollar-for-dollar (or 1:1) match, with most ratios ranging from .5:1 to 4:1.

Before a donation can be matched, all of those considerations must be addressed. That’s where matching gift forms come into play!

What Are Matching Gift Forms?

Matching gift forms are a specific type of document completed by an individual donor and used by a matching gift company to review the individual’s eligibility. This form generally captures specific information regarding the donor, their recent gift, and the recipient organization to ensure the requested match adheres to the company’s program guidelines.

As donors initiate their requests, there are a few kinds types of matching gift forms they might expect to use: paper, electronic, and automated. Let’s take a look at each format below.

Paper Matching Gift Forms

While paper matching gift forms aren’t very common these days, it’s still important to offer access to a paper version if it’s available. This is especially crucial for older supporters who prefer paper materials or for certain (though few) companies that require them.

Regardless, the paper form includes the following key components:

This graphic shows the typical format of a paper matching gifts form.

  • Donor Name
  • Employee Identification Number
  • Mailing Address
  • Phone Number
  • Donation Amount
  • Recipient Organization
  • Donation Date

Here’s how it works: The donor will typically need to provide official documentation of their gift (such as a donation receipt, which your nonprofit will need to create), as well as information about the type of organization (cultural, educational, etc.) and the donation date.

Once the paper form has been filled out, the donor can submit it via the employer’s preferred method (mail, fax, etc.), and the company will review the request.

Electronic Matching Gift Forms

Electronic matching gift forms make it easier for employees to submit their matching gift requests, which is great for your organization! The entire process is more streamlined, which results in more donors filling them out.

Plus, electronic forms can be used in conjunction with matching gift software (more on that below), which nonprofits use to encourage matching gift request submissions and automate the entire process.

Here are the key components of electronic matching gift forms:

This graphic shows the typical format of an electronic matching gifts form.

  • Employee sign-in page: In order to access their employer’s electronic matching gift forms, employees typically need to sign into the company website using their employee username and password. Retirees might have to register and log in using a third-party company, but from there, it’s pretty simple to navigate.
  • Submission form: Similar to paper forms, employees will be asked to provide information about their donation. This might include the recipient organization’s name and info along with the donation amount and date.

Once the electronic form has been submitted, the employer reviews it and determines whether the donation is eligible for a match. Then, your organization will need to verify the donation for the matching gift company by confirming receipt of the original gift and verifying your 501(c)(3) status.

Automated Matching Gift Forms (From Double the Donation)

The final category of matching gift forms are those exclusive to Double the Donation, the industry’s leading provider of matching gift software. They’ve recently rolled out a few new types of matching gift forms that can make a significant difference in overall program participation rates.

These include Double the Donation’s standard matching gift form (for one-off matching gift programs*) and complete auto-submission functionality (for companies using CSR platforms that integrate with 360MatchPro).

Double the Donation's standard matching gift form

From a donor’s perspective, the key difference between this type of automated submission is that the request process takes place entirely behind the scenes. In fact, the donor is not required to provide additional information about their donation to complete their match submission. Instead, Double the Donation leverages data from the transaction record itself, along with details provided directly by nonprofit organizations, to complete the form behind the scenes.

All the donor typically needs to do is enter their corporate email address to verify their identity and authorize Double the Donation to submit a match request on their behalf. From there, the standard match form is automatically completed and emailed to the donor’s employing company to review, approve, and disperse funding as usual.

*One-off matching gift programs are a unique form of corporate matching gifts in which a company partners with a single organization to encourage employee giving to the cause. It’s a great way to engage companies that don’t currently offer standard matching gift programs but are interested in growing their philanthropy. Check out Double the Donation’s complete guide on the topic here!

Bypass matching gift forms with 360MatchPro's auto-submission

How Can Matching Gift Software Help?

You might have heard the term matching gift software floating around in the fundraising landscape. But has your team ever invested in or really considered these options?

Most leading matching gift software solutions (including our top recommendation, Double the Donation) encompass a few key components.

Donation page widget or search tool

A matching gift database houses information on thousands of companies that offer matching gift programs. This means the database includes details about the company, their match ratio, minimum and maximum amounts, and, most importantly, a link to their matching gift form.

Accessing matching gift forms with a databae search tool

Through an embeddable search tool that can go anywhere on your website, donors type in the name of their employer. The tool then pulls up all of the info they need about submitting a match request.

Automated email follow-ups

Some matching gift software automates the entire process. When a donor makes a gift to your organization using a form equipped with this type of tool, the platform automatically scans the information they provide to determine if they qualify for a match.

Then, depending on their eligibility, the platform triggers outreach outlining the next steps the donor should take. For match-eligible individuals, emails generally contain the recipient’s company-specific program guidelines, links to the appropriate matching gift forms, and encouragement to complete the process.

Accessing matching gift forms with an email

When choosing matching gift software, you’ll want to look at a few different factors:

  • Level of database comprehensiveness, to ensure maximal donor coverage
  • Number of matching gift forms, to simplify the submission process and drive more matches to completion
  • Data accuracy and recency, to enhance the quality of the information provided to donors and produce more completed matches
  • Search tool ease of use, to provide a positive user experience for your donors interacting with the widget
  • Integrations with current fundraising software, to streamline the onboarding and data management processes

Once you’ve settled on a solution, you’re ready to get started!

If you need a little extra advice, our suggestion is Double the Donation’s complete automation system, 360MatchPro. (Take our word for it! Get a demo of Double the Donation here.)

Double the Donation is the leading provider of matching gift solutions. Its matching gift database has collected data on more than 24,000 companies and subsidiaries, along with each one’s matching gift program information. These businesses employ nearly over 26 million individuals, who make up an estimated 99.68% of all match-eligible donors.

TLDR: You’re likely already aware that the right tools can boost your nonprofit’s ability to raise support and donations for its cause. When you employ matching gift tools alongside your donation form, you can further heighten your chances of receiving matching gifts!

How to Incorporate Matching Gifts into Your Donation Form

When people come to your donation page, they’re seriously considering donating to your organization They’re engaged with your mission and therefore receptive at this time to learning about matching gift opportunities.

Take the following scenario to help this point:

Joe, a prospective donor, visits your donation page, ready to make a gift to your organization.

While on the page, Joe notices a search tool on the donation form that says, “See if your employer will match your donation!”

Joe types in the name of his employer (Microsoft), and Microsoft’s matching gift guidelines and a link to the form come up on his screen.

Joe completes his donation and fills out the electronic form to submit a match request.

This is one of several ways you can incorporate matching gifts into your donation process. Alternatively, you can embed your matching gift search tool into your…

  • Donation page
  • Confirmation page
  • Dedicated matching gift page
  • Ways to give page
  • And more!

From there, an automation platform will automatically follow up with match-eligible donors and encourage them to submit a matching gift request. Using tools like these, such as Double the Donation’s 360MatchPro, you can:

  • Make it easier for donors to access the matching gift forms they need.
  • Boost the number of matching gift forms ultimately submitted.
  • Grow your organization’s matching gift revenue.
  • Increase engagement and individual generosity among donors.

Incorporating matching gifts into your donation form and giving process will raise even more awareness around matching gifts. And that’s exactly what needs to happen if you want donors to submit their match requests!

Drive matching gift form conversions with 360MatchPro. Get a free download here.

How to Market Matching Gifts Effectively

So you’ve invested in matching gift software and paved the way to start accepting matched gifts. But, besides promotional tactics on your donation page, how do your donors know to get on board?

Like any other opportunity to give, your nonprofit must do its part to inform supporters and request their donations by spreading the word about your fundraising efforts. The good news is that the message about matching gifts can be incorporated into all of your classic marketing channels. Here’s how!

Social media:

Especially since matching gift forms and the right software make the process so easy, a quick explainer post about matching gifts on your social media channels can encourage followers to check their eligibility and submit a request!

Email marketing:

Whether you’re sending a post-donation acknowledgment or scheduling a mass digital newsletter, your organization’s email communications provide an excellent opportunity to promote matching gifts to your audience. It’s impactful, cost-effective, and can be automated with your matching gift platform.

Your website:

Create a page dedicated solely to matching gifts. Include everything your site visitors need to know, like a definition of matching gifts, the most frequently asked questions, your organization’s contact information and tax identification number, and your embedded matching gift database.

The Google Ad Grant:

If you’re already leveraging Google’s Ad Grant program for nonprofits to draw more traffic to your website, it’s a great place to increase visibility and awareness of matching gifts. If you haven’t already taken steps to secure $10,000 worth of free advertising space for your organization, now’s a good time to look into it. Then, use your credits to promote your matching gifts page or donation form!

Flyers and promotional materials:

Pique supporters’ interest by adding a small section or reminder about matching gifts in any of your promotional materials. Include a link on your fundraising flyers or promotional posters to more information about matching gifts so supporters are reminded to check into it.

Inspiring Matching Gift Form Examples

Interested in exploring the process donors will take to request matching gifts on your organization’s behalf? We’ve pulled a sample entry for you.

This graphic shows an example of the steps a matching gifts form might take a donor through.

  • Step #1: A donor locates the matching gift search tool plugin on a nonprofit’s website or donation form.
  • Step #2: The individual types the name of their employer into the search tool and selects the appropriate company.
  • Step #3: Their employer’s matching gift program information populates, offering a direct link to the electronic matching gift form (or an option to auto-submit the request from the giving page).
  • Step #4: The donor logs into their company giving portal to access the matching gift form and submit all of the necessary information.

From there, your nonprofit will be on its way to securing more matching gift revenue!


Final Thoughts & Additional Resources

Understanding how to use matching gift forms is essential for your nonprofit. For the best results, your team should be able to guide donors to their correct forms, provide additional support when requested, and raise more revenue for your cause as a result.

When you use matching gift software to streamline this entire process, you’ll make it easier on donors and yourself.

To learn more about matching gifts, top companies that offer the programs, or corporate giving in general, check out the resources below!

Supply donors with the right matching gift forms with 360MatchPro. Get a demo today!

Google Ad Grants for Nonprofits: How to Get Started

The Google Ad Grant combines marketing and fundraising opportunities so nonprofits like yours can amplify their missions and reach larger pools of donors, volunteers, and advocates. By equipping eligible organizations with $10,000 in ad credits per month, the program enables them to increase website activity and digital conversions.

Read more

This article explores what makes a great Google Grant Agency and provides recommendations for top consultants.

A Great Google Grant Agency in 2024: 10 Best Partners

Google is the world’s most popular search engine, fielding at least 8.5 billion searches per day. That’s 8.5 billion reasons nonprofits should take advantage of the Google Ad Grant program, which gives $10,000 worth of ad credits to eligible organizations every month to create ads on Google.

Ad campaigns require consistent upkeep, performance tracking, and compliance with Google’s official account requirements. That’s why we recommend working with a certified Google Grant agency. 

Professional Google Ad Grant agencies devote their time to researching the program’s compliance requirements, mastering the application process, proactively researching the best keywords, and making the most of each nonprofit’s grant money. Plus, agencies that are Google Partners have a seal of approval you know you can trust.

To ensure you partner with the right agency, this guide will walk through:

  1. What Is A Google Grant Agency?
  2. What is Google Grant Management?
  3. What is a Google Partner?
  4. The Benefits of Hiring a Professional For Google Grant Management
  5. How to Hire a Google Ad Grant Agency
  6. 10 Best Google Ad Grant Agencies
  7. Next Steps for Your Google Grant Strategy

Here at Getting Attention, we work alongside nonprofits to get their accounts approved and maximize their campaigns’ performance. As a Google Grant agency, we believe in the power that effective Google Grant management holds for nonprofits. Let’s get started so you can partner with the right Google Ad Grant manager.

Discover how you can put your $10,000 in Google ad credits to good use. Sign up for our newsletter!

What Is A Google Grant Agency?

A Google Grant agency is a business composed of experts that help nonprofits manage their Google Ads accounts. A professional agency will handle many aspects of Google Grant management, including:

  • Eligibility confirmation: An agency’s experts know everything about the eligibility requirements your nonprofit must meet and can ensure you qualify for the program.
  • Program applications: A Google Ad Grants professional can complete the application on behalf of your organization.
  • Keyword research: Unlike general marketing agencies, Google Ad Grant professionals are experts in keyword research, helping you get your ads in front of the right audience with targeted keywords.
  • Ad creation: When it comes to actual ad construction, Google Grant agencies can create well-written ads using keyword research and features like ad extensions to effectively drive conversions.
  • Compliance with the program’s rules: A grant manager will ensure your nonprofit meets the program’s extremely specific requirements and guidelines.
  • Account reactivation if needed: Failing to comply with the program’s rules can result in account suspension. Should this happen, a Grant agency will work to reactivate your account as quickly as possible.

Overall, the professional’s goal is to help each nonprofit build awareness for its cause and create high-converting campaigns that are meaningful to the organization’s work.

Some Google Ad Grant agencies are officially recognized by Google and have earned the title of Google Partner. While some start-up agencies that have yet to earn this designation may be worth exploring, Google-certified organizations have already proven their ability to maintain high-quality ad campaigns. When considering agencies, check to see if they’re a Google Partner.

 

What is Google Grant Management?

Before speaking with or even researching specific agencies, you must understand the actual services that Google Grant management entails. That way, you can determine the areas in which you need help and confidently enter your conversations with agencies.

Partner with a Google Grants agency for help with grant compliance, application, and account management.

Google Grant Application

If you don’t already have your account set up, a Google Grant agency can help you get started by checking your eligibility and guiding you through the application process. These are the application requirements they can help with:

This graphic shows the Google Grant requirements an agency can manage for your nonprofit.

  • Creating a Google for Nonprofits account: This account is necessary for Google Grants and also provides access to services like Google Workspace for Nonprofits and the YouTube Nonprofit Program.
  • Registering with Percent: As part of signing up for Google for Nonprofits, you’ll have the ability to register your nonprofit with Google’s technology partner, Percent. Follow the steps on Google for Nonprofits, and Google will submit your application for you.
  • Installing Google Analytics on your website: Google Analytics is essential for not only your own data tracking purposes, but it’s also a requirement that all websites need prior to applying.
  • Ensuring your website has valuable and promotable content: A Google Grant agency can assist in optimizing your web presence and online content. That way, your website will be ready to submit for review and remain eligible for the program.
  • Holding current and valid charity status: If your organization is based in the United States, you’ll need a current 501(c)(3) status to receive the Google Grant. The right Google Ad Grant agency can make sure that your documents and registrations are all up to date.
  • Obtaining a valid SSL certificate: You’ll need a Secure Sockets Layer (SSL) certificate to authenticate your website’s identity and enable an encrypted connection.
  • Agreeing to Google Nonprofit Terms: To apply for a Google Grant, nonprofits need to agree and comply with Google’s Nonprofit Terms of Service. Google Grants agencies can walk through the terms and ensure that their clients know exactly what they’re signing up for.

If your nonprofit organization holds valid charity status and your website is well-developed, then you’ll most likely get the Google Grant. Work with a Google Grant agency to ensure that nothing slips through the cracks and that the application process goes smoothly.

Google Grant Account Management

Compared to other marketing channels, search ads have the highest return on investment (ROI) for nonprofits using paid advertising, meaning the impact of the Google Ad Grant goes far beyond simply being approved for the program. To help you make the most of your allotted $10,000 each month and strengthen your marketing, a Google Grant agency will offer the following account management services:

This graphic shows the five account management services offered by a Google Grant agency.

  • Create, maintain, and optimize ad campaigns: Ideally, a healthy Google Grant account has 3-5 active campaigns to drive results. An expert will track these campaigns, report their performance, and refine your online content to improve your ads continuously. They can even provide reports with data from Google Analytics and Google Tag Manager so that you can get a sense of your goal progress in real time.
  • Maintain account hygiene: A Google Grant agency will carry out data hygiene best practices, eliminating outdated and unnecessary data hindering your work.
  • Optimize online website content: As your Google Grants account matures, you’ll need to create or update content to serve your audience’s needs. A Google Grant agency will research keywords that are relevant to your mission and may make suggestions to improve your landing pages to drive online traffic and conversions.
  • Consistently check up on your account: Maintaining your account is an ongoing process. A Google Ad Grant agency will consistently check in with your performance to ensure your campaigns are doing all they can to promote your cause and increase target actions.
  • Get your account reactivated and compliant: Managing a Google Ad Grants account can be confusing, and account suspensions do happen. If your account is suspended, partnering with a professional who knows the ins and outs of Google Grant compliance is your smartest option.

Managing your campaigns can be difficult, especially when you have other projects to juggle and events to plan for your organization. Your Google Ad Grant manager knows how to use it to drive conversions and see measurable results for your organization.

Google Grant Compliance

One of the most important roles of a Google Grant agency is to keep nonprofits’ accounts in compliance with the program’s guidelines. Google revisits and updates its policies from time to time, so the official compliance page will be your best bet if you want to check up on the rules.

Here are some of the most important requirements that a Google Ad Grant manager will handle for you:

This graphic shows the important requirements that a Google Grant Agency handles for nonprofits.

  • Keyword rules: To comply with Google’s Ad Grant guidelines, an agency will help your nonprofit avoid single-word and overly generic keywords that ignore the searcher’s intent. They’ll research and choose keywords with quality scores higher than two in accordance with Google’s requirements.
  • Data regulations: A Google Grant manager will keep an eye on your click-through rate (CTR), which must be at least 5%, according to Google’s program rules. They’ll also set up conversion tracking, monitor your performance, and make adjustments to ensure you’re meeting the minimum of one conversion per month.
  • Account structure guidelines: An agency will make sure your account follows the right structure, which requires two ads per ad group and at least two ad groups per campaign. They’ll also ensure you have at least two sitelink ad extensions and respond to the annual program survey.

Bottom line: A Google Grant agency will keep your Ad Grant account in check and fully compliant, even as Google updates its rules. Make sure the Google Ad Grant manager you partner with is able to support your needs as your account grows and evolves.

What is a Google Partner?

Any marketing agency can offer Google Ad Grant assistance. However, while there are some promising startup organizations that can provide high-quality service, nonprofits can ensure their Ad Grant account is in good hands by working with a certified Google Partner. 

Google Partners are agencies that manage Google Ad Grants that Google has recognized as producing legitimate, quality work. These organizations are not run by Google, but the program does provide them with additional support to ensure their clients continue receiving unparalleled service. 

Most Google Ad agencies will make it clear on their website that they are a Google Partner. However, if you want to only look at Google Partners, explore Google’s Partner Directory. Apply filters to find agencies that are near you and have the right level of certification, or enter the name of an organization you’re already considering to check if they’re a partner.

On our list of recommended Google Grant agencies, we have a mix of certified partners, like our own organization Getting Attention, as well as consultants that provide worthwhile services but have yet to enter the partner program.

The Benefits of Hiring a Professional for Google Grant Management

Partnering with a professional will drastically enhance your Google Ad capabilities. Especially when you hire an agency that’s Google-certified, you can rely on them to pick the best keywords for your cause and generate high-converting ads. Ultimately, they’ll empower you to make the most of your grant money and put your ads in front of likely prospects.

Here are some of the core benefits you should expect:

This graphic shows the core benefits a nonprofit can expect from working with a Google Grant agency.

  • Fast setup. An agency will not only handle the entire application process for the Ad Grant program but also will get your ads up and running as soon as your account is approved.
  • Ongoing optimization. A Google Grant agency will have keen insight into campaign creation and maintenance best practices. After your ads have been up and running for a while, these professionals will review the data, pinpoint potential improvements, and then implement those optimizations.
  • Clear reporting. Even if you work with data daily, understanding your ad campaigns’ performance results can be tricky. A Google Ad Grant manager will interpret this data for you, making sure you understand what’s going well and what can be improved.

These professionals have in-depth knowledge of the program’s requirements, features, and tools, so you can spend your time focusing on other areas of your nonprofit. All in all, partnering with a Google Ad Grant agency can be incredibly beneficial, as long as you spend time choosing the right one for your team!

How to Hire a Google Ad Grant Agency

To unlock the benefits of a grant manager, hiring a knowledgeable Google Grant agency is essential. Start your search by following the three stages of the hiring process:

This graphic shows the three stages of the Google Grant agency hiring process.

  1. Criteria search: Find an agency that meets your nonprofit’s preferred criteria, such as Google Ad Grant specialization, a fair pricing model, and Google Partner status. Explore different agencies’ websites to find out more about their services, case studies, and reviews.
  2. Consultation: Meet with prospective agencies to learn more about their services. Prepare a list of important questions ahead of time, such as inquiries about the agency’s communications, certifications, and willingness to help beyond their traditional offerings.
  3. Hiring: Narrow down your search to the top selection of potential agencies. Once you’ve made your choice, hire the agency that best fits your nonprofit’s needs!

Above all else, prioritize a Google Grant agency’s Ad Grant program knowledge, services, and professionalism. In turn, you’ll wind up with a professional who acts as an extension of your team.

10+ Best Google Ad Grant Agencies

Whenever you outsource work to an agency, it’s important that you explore your options before signing a contract. That way, you’ll wind up with one that’s the best possible fit for your organization and needs. While you can certainly do the digging on your own, here are 10 Google Grant agencies that we’d recommend to kickstart your search.

Getting Attention is a Google Grants agency that solely focuses on the Google Ad Grants program.

1. Getting Attention | Best All-Around Google Grants Agency

Here at Getting Attention, we specialize in Google Ad Grants and are a proud Google Partner. Our team is made up of professionals who know what it takes to develop campaigns that drive real results for your cause, no matter if you’re just getting started or already have active campaigns.

We don’t just quickly review your account and offer some tips. Our team partners closely with yours to fully understand your mission, who your nonprofit serves, and how you can drive meaningful conversions.

Here’s how we can help you make the most of your grant money:

  • Google Grant application. Don’t worry about forgetting something in your application. Our experts are here to manage every step to ensure that your account is reviewed and accepted!
  • Google Grant hygiene. When it comes to your Google Grant account, data is everything. With our Google Grant agency’s help, you’ll never have to deal with duplicate or outdated data bogging down your processes.
  • Keyword research. A big part of a healthy Google Ads account is determining what your users are searching for online. That’s why keyword research is one of our main skills. We’ll make sure your website content effectively serves your audience’s needs and inspires them to take action.
  • Reporting and goal tracking. Tracking conversions and campaign performance is an ongoing process for Google Grant account holders. Not only will we stay on top of reporting, but we can also pinpoint the most useful opportunities and goals for your nonprofit.
  • Google Grant reactivation. We know that getting your Google Grant account suspended isn’t ideal. If your account was deactivated, we can help you get it up to code and make sure it stays that way.

Getting Started with Getting Attention

Our experts are fully committed to helping you develop inspiring ad campaigns. Plus, we aim to be fully transparent in our pricing, which is why we don’t charge any upfront fees and will help you manage your Google Ad Grants account for only $500 per month.

Get a free consultation, so we can chat about how we can help your nonprofit grow through powerful Google Ad Grant management. Don’t see a Google Grants service on our website that you need? We’re open to chatting about our experience in other areas to help you make the most of your campaigns!

Skip the hard work and let our team manage your Ad Grant for you. Get a free consultation.

Nonprofits Source header.

2. Nonprofit Source | Best Google Grants Agency for Information

When it comes to the Google Ad Grant, if you’re starting at square one, the most important thing you need is information. Nonprofits Source provides marketing assistance to charitable organizations looking to grow their online impact, but where it really shines is its host of free educational information. 

While they offer general digital marketing services and don’t manage Ad Grant accounts, you can learn a lot about the Ad Grant program from them. Scroll through the Nonprofits Source blog to find detailed information about nearly every aspect of the Google Ad Grant, including:

  • Program overview. Need a basic rundown of how the Google Ad Grant works? Nonprofits Source has information on what the Ad Grant is, applying, choosing keywords, and maintaining a successful and compliant account long-term. 
  • How to hire a Google Grant Agency. If you want a second opinion on how to hire a Google Ad Grant manager, Nonprofits Source has got you covered. They have articles look in-depth at what grant managers do, why you need one, and how to assess their qualifications. 
  • Microsoft Ad Grant. If you’re interested in expanding into the Microsoft Ad Grant once the program starts up again, Nonprofits Source has the information you need to learn about the program and hit the ground running. 

Check out Nonprofits Source’s blog to learn more about the Google Ad Grant and partner with them to expand your online presence.

DNL OmniMedia is a professional nonprofit technology and Google Grants manager.

3. DNL OmniMedia | Best Google Grants Agency for Nonprofit Technology

DNL OmniMedia is a well-known nonprofit technology consultant. While it’s not their sole purpose, their offerings also include Google Grant services. They’ll help you with the following:

  • Keyword strategy development. They’ll help you target terms that are central to your mission and connect with likely prospects.
  • Analytic management. They’ll create custom reports that make sense for your campaigns’ priorities.
  • Website development. Powered by skilled developers, DNL OmniMedia can help you communicate your cause and drive conversions through your website.

Start by researching DNL OmniMedia’s other offerings to see how they can optimize other areas of your nonprofit’s technology strategy!

RKD Digital is a Google Grants agency that will help you develop a holistic marketing strategy.

4. RKD Digital | Best Google Ad Grant Agency for Digital Marketing

As the first full-service direct-response company to be added to the Google Grant Certified Professional Community, RKD Digital works with nonprofits to produce effective marketing strategies. They’ll help you reimagine what marketing looks like with Google Grants services, such as:

  • Account activation. They’ll handle every part of the application process, from securing validation tokens to filling out relevant applications.
  • Campaign and ad creation. RKD Digital will build high-level campaigns that follow Google’s required account structure. They’ll even write the ad copy for you!
  • Holistic strategy development. They’ll help you determine how Google Ad Grants fit into your multichannel marketing strategy, so you can intertwine your efforts and achieve your conversion goals.

If this agency sounds like a good fit, check out their website to learn more about their approach to Google Ad Grant management. You can also dive into some of their other digital marketing services before contacting their team!

Check out Allegiance Group, an experience Google Ad Grants agency for nonprofits and associations.

5. Allegiance Group | Best Google Grants Agency for Fundraising

Allegiance Group is a full-service firm that combines fundraising, marketing, and technology, so their nonprofit clients can inspire action and make an impact. They’ll help you harness the power of the Google Ad Grant with the following services:

  • Ad creation. Allegiance Group will craft the copy for your Google Ad campaigns, monitor your ads, and make adjustments based on the metrics it generates.
  • Form optimization. They’ll optimize your landing pages by developing custom forms and surveys that you can promote with Google Ads.
  • Custom reporting. They’ll develop custom implementations of Google Analytics for your team, delivering insightful reports and granting you access to real-time dashboards. You’ll get critical metrics, data interpretations, and recommendations for your next campaign.

Explore Allegiance Group’s website to learn more about how they’ll enable you to intertwine your digital fundraising and marketing efforts through the Google Ad Grant.

WebFX is another great Google Grants agency, even though they primarily serve businesses.

6. WebFX | Best Google Grants Agency for NGOs

While their primary focus is on businesses, WebFX empowers NGOs to take advantage of Google Ad Grants and is even part of the Certified Partner Directory. As a leader in SEO, PPC, social, and web design services, they provide offerings like:

  • Industry analysis. They’ll analyze the current SEO landscape of your industry to determine what content your prospects are searching for online.
  • Ad copy and performance testing. They’ll handle the copywriting and monitor your campaigns’ performance to determine what drives users to engage with those ads.
  • Google Analytics tracking. They’ll make sure you set up goal tracking in compliance with the program’s guidelines.

WebFX is backed by a team of experts to help you make the most of your SEO strategy. Take a look at their website to learn more about their digital marketing services to make sure they align with your nonprofit’s needs.

Digital Ninjas is an Australian-based Google Ad Grants agency.

7. Digital Ninjas | Best Google Grants Agency for Advocacy Organizations

Digital Ninjas is a professional consulting firm that helps nonprofits drive greater fundraising and advocacy results through digital campaigns. Their services dedicated to Google Ad Grant management and organic search include:

  • Google Analytics. These experts will measure the metrics that matter most to your organization within Google Analytics.
  • Ad copy development. They’ll develop high-quality ads using your organization’s brand voice and goals.
  • Account development. Once they’ve pinpointed the right keywords and gotten the ad copy approved, they’ll build out your account and make sure everything’s ready to go.

Check out their website to learn how Digital Ninjas can make your search engine marketing (SEM) endeavors a breeze.

Uprise Up is a Google Grants agency located in the U.K.

8. Uprise Up | Best Google Grants Agencies for UK-Based Organizations

Located in the United Kingdom, Uprise Up is a data-driven digital media agency. As part of their relentless endeavor to further social good, they offer Google Ad Grant management services to nonprofits, including:

  • Account testing. Uprise Up will run your account through its Ad Grant policy checker to make sure you’re always adhering to the rules. They’ll also continually test your campaigns’ results to make sure they’re driving qualified prospects to your site.
  • Future-proofing. As a certified partner, Uprise Up is on top of the program’s requirements and will respond to any new algorithm changes as soon as they hear about them.
  • Compliance. This agency uses automated scripts to continually check that your account adheres to the policies. If anything is flagged, they’ll make the necessary adjustments to your account.

As one of the few UK-based Google Grant agencies, Uprise Up is a great choice for UK organizations. Before reaching out, take a look at their website to learn more about their work.

Koios is a Google Grants agency that works with libraries.

9. Koios | Best Google Grants Agency for Libraries

With a sole focus on libraries, Koios empowers its clients to make their library’s resources more discoverable online. The agency helps libraries take advantage of the Google Ad Grant program through management services like:

  • Google Grant application. Their team will set up your Google for Nonprofits and Google Ads accounts. If Google turns down your application, they’ll follow the instructions provided to reapply.
  • Ad optimization. Koios will monitor your campaigns and make sure you’re driving meaningful conversions. They even boast an average 12.8% CTR, which is well above the industry average of 3%.
  • Catalog awareness. They’ll help expose catalog records through your ads that would otherwise be invisible to Google.

Koios offers a 60-day free trial, so you can see what it’s like working with their experts. Before reaching out, explore their website to learn more about what they can do for you.

INTK is a Google Grants agency that works specifically with cultural organizations.

10. INTK | Best Google Grants Agency for Cultural Organizations

INTK works exclusively with cultural organizations, such as museums and performing arts centers, to generate awareness through targeted ads on relevant search results pages. Here are some of the core services they offer:

  • Google Grant application. INTK has a 99% success rate with Google Grant applications. On the off chance that your account isn’t approved, they’ll take the appropriate steps to ensure it is.
  • Campaign creation and maintenance. They’ll help you get your campaigns up and running. Then, they’ll perform monthly maintenance to ensure everything’s in line.
  • Website design. While separate from their Google Ad Grant management services, INTK also offers web design and development. They’ll create a website unique to your industry so you can develop valuable content to promote through your Google Ads.

INTK is certified by Google and has direct access to the Google Ad Grants team, which means they’re in the loop with the latest changes in the program’s compliance requirements. Take a look at their website to learn more about their approach.

Platypus Digital's Google Grants agency is a reliable choice for any nonprofit.

11. Platypus Digital | Best Google Grants Agency for Multichannel Strategies

Platypus Digital is a leading digital marketing agency for charities. With expert Google Ad Grant management, they’ll help you increase brand awareness and connect with motivated supporters through services like:

  • Compliance audits. They’ll analyze your account and walk you through the exact changes you need to make to be in line with Google’s requirements.
  • Up-to-date reporting. They’ll report your performance through Google Data Studio dashboards. They’ll also send you regular emails and scheduled reporting calls where they walk you through the results.
  • Multichannel strategy development. They’ll also manage paid Google Ads and GrantsPro accounts. Plus, they’ll run search, display, YouTube, and shopping ads.

If you think Platypus Digital would be a good fit for your organization, explore their website to learn more about their Google Grant services.

Next Steps for Your Google Grant Strategy

When it comes to starting your nonprofit’s online marketing on the right foot, the Google Ad Grant is your answer. However, applying for and maintaining your account is no walk in the park. Turning to a professional Google Grant agency, like Getting Attention, is your best bet.

While we shared several recommendations, Getting Attention is the only Google-certified full-service agency that focuses solely on Google Ad Grants. We’ll handle every aspect of your account, starting with eligibility confirmation through ongoing maintenance. In no time, you’ll start driving more conversions, connecting with more prospects, and generating great results for your cause!

Are you interested in learning more about Google Ad Grants or marketing your mission effectively? Explore these great additional resources:

Get clicks and get support with a Google Grant agency. Discover what Getting Attention can do for your nonprofit's online presence. Get a free consultation!

This guide will cover the fundamentals of fundraising campaigns.

The Fundamentals of Fundraising Campaign Planning: A Guide

Picture this: your nonprofit is getting ready for the end-of-year giving season. To capitalize on your donors’ charitable spirits, you’ve optimized your donation page, gotten your social media in tip-top shape, but something is still missing. You quickly realize that you need to design an engaging year-end fundraising campaign that draws donors into your mission, but you’re not quite sure how.

Brainstorming and planning a compelling fundraising campaign at any time of the year can feel overwhelming, especially if you’re working with a limited budget and small team. However, with the right strategies and tech stack, your nonprofit can pull off a donor-centric campaign that will meet (and even exceed!) your fundraising goals.

Follow these expert steps to put together a winning fundraising campaign:

  1. Set clear goals
  2. Craft your messaging
  3. Invest in the right software

A successful fundraising campaign can help your nonprofit establish a reliable donation pipeline, reach new audiences, and foster stronger relationships with donors. Before you can tap into these key benefits, you’ll need to develop a comprehensive fundraising plan. Let’s begin.

1. Set clear goals

To give your nonprofit direction as you plan your fundraising campaign and foster accountability across your team, you need to set SMART (specific, measurable, attainable, relevant, and time-bound) goals. Using this goal setting framework will help you create a clear picture of what you want to achieve from your fundraiser and how you will achieve it.

For example, let’s say one of your nonprofit’s primary goals is to expand your reach and attract new donors. Here’s what this goal could look like as a SMART goal:

  • Specific: Our nonprofit will lead a robust nonprofit marketing strategy to get the word out about our fundraising campaign to new audiences. Specifically, we’ll post on social media three times a week to promote our fundraising campaign or event, share deadlines, and communicate our goal. Plus, we’ll host exciting social media contests and pair our social media posts with relevant hashtags to reach new audiences.
  • Measurable: Our goal is to increase our donor acquisition rate by 10%.
  • Attainable: When we started to produce more engaging social media content on a once-a-week basis, we were able to increase our donor acquisition rate by 5%. A 10% boost in our donor acquisition rate therefore seems within our grasp, especially since we’ll be regularly creating social media content tailored to our target audience.
  • Relevant: Increasing our donor acquisition rate helps to expand our donor base and moves us closer to reaching our fundraising goal. With a strong stewardship plan, we can push these donors up the giving pyramid towards more frequent and higher-impact gifts.
  • Time-bound: We will begin generating social media content about our upcoming campaign two weeks before it starts and aim to achieve a 10% increase in donor acquisition by the campaign’s conclusion. We’ll hold a check-in meeting to assess our progress at the halfway point of our campaign.

Make sure to lay out the timeline for your campaign and identify the point-people who will be in charge of leading your different projects—from generating your marketing materials to executing your donor recognition strategy. This will help to rally your team around your goals and ensure everyone has a clear understanding of their roles.

Your goals will also help you pinpoint the right type of fundraising campaign for your nonprofit. For example, if your goal is to expand your network of donors, a peer-to-peer fundraising campaign can be the perfect way to attract new supporters and strengthen relationships with existing ones.

Or, maybe your nonprofit is looking for a way to increase visibility around the problem you’re tackling, making an awareness campaign a great option. Aligning your goals with the right type of fundraising campaign will make it more likely that you’ll see them through.

2. Craft your messaging

Once you’ve mapped out what kind of fundraising campaign you’ll host and you’ve determined your SMART goals, it’s time to craft your campaign messaging. Your marketing and communication strategy will play a huge role in the success of your fundraising campaign, so it’s critical that you develop compelling messaging that will inspire supporters to give.

Use these tips to create the right messaging for your campaign:

  • Infuse your branding: Your branding communicates who you are to new supporters and what your organization stands for. Plus, attaching your branding to your campaign helps to boost trust and show that this campaign is being hosted by your organization. The OneCause guide to nonprofit marketing plans explains that your nonprofit needs to use both your verbal and visual branding elements when promoting your upcoming campaigns. Your verbal branding refers to the way you describe your mission and your tone, while your visual branding (such as your color scheme and logo) makes your messaging more lively to engage with. Refer to your branding guidelines so your campaign messaging is consistent with the rest of your nonprofit’s communications.
  • Leverage storytelling: Storytelling can help you emotionally connect with supporters and demonstrate how donations will drive tangible change in your community. For example, an animal welfare organization might tell the story of a dog from a hoarding incident that they successfully rehabilitated and rehomed. End your story by explaining how the donations from your fundraising campaign will enable your organization to help even more people (or animals) in your community.
  • Create a clear call to action: Supporters will wonder how they can get involved in your campaign, whether by creating their own personal fundraising page, donating, or signing a petition. Clearly define the next step supporters should take and provide relevant links so they can act on your requests with ease. You should also create a sense of urgency by using time-bound language, such as saying “Donate by midnight to have your gift matched!” This will increase the likelihood that supporters will act on your requests as soon as they read them.
  • Align your messaging across different platforms: A multichannel marketing strategy helps you create multiple touchpoints with supporters, keeping your campaign top of mind. Ensure your fundraising communications across different platforms maintain your core messaging and branding so supporters have a clear understanding of your campaign’s purpose and how to help.

As you craft your messaging, remember to consider your target audience’s interests and values so you can frame your communications to them. This way, your calls to action will be more likely to resonate with donors and prompt giving.

3. Invest in the right software

Rather than haphazardly piecemealing multiple fundraising tools together, work with an all-in-one fundraising solution to manage your campaign. A comprehensive fundraising platform will provide your nonprofit with everything it needs to plan and execute fundraisers of all types and formats.

Invest in a platform with the following key features:

  • Online fundraising: Your software should empower your nonprofit to create and customize online donation forms, develop a branded fundraising microsite in just moments, and drive giving with built-in gamification tools. Backed by these features, you can create a seamless online giving experience that will allow donors to give to your campaign anywhere and anytime.
  • Event management: To maximize your fundraising campaign’s engagement, you might pair it with an exciting in-person, online, or hybrid event. Look for a fundraising solution that helps your nonprofit host live-streams with ease, manage RSVPs, and facilitate simple event check-in and out with mobile tools.
  • Peer-to-peer fundraising: Thinking of handing the fundraising reins over to your loyal supporters? Re:Charity’s guide to fundraising software recommends investing in a solution that empowers supporters to easily create their own personal fundraising pages (customized to their preferences) and share them widely online using social media integrations.
  • Text-to-give: With people on their phones more than ever before, you need a way to break through the noise online and reach your supporters directly with your fundraising requests and updates. Leverage a fundraising solution with text-to-give capabilities so you can capture donations year-round and keep donors tapped into your organization.
  • Auction management tools: Ending your fundraising campaign with an auction is a great way to create an unforgettable donor experience and bring in significant funds. Your software should come with auction features like mobile bidding, leadership scoreboards, real-time analytics, and more to take your auctions up a notch.

Investing in a sound fundraising platform might sound costly, but the right solution will provide value to your organization year over year, earning you a high ROI. Do your research to find a comprehensive platform suited to your nonprofit’s needs.


Running a well-designed fundraising campaign doesn’t have to be difficult. These tips will provide your organization with the necessary foundation to bring your campaign to life, but make sure to regularly assess your fundraising progress and make changes to your strategy as needed to maximize your funding. Once your campaign concludes, remember to thank your donors so you can retain their support for your next fundraiser.

This guide explores how schools can create winning strategies to combine matching gifts and higher education and examples of successful initiatives.

How to Win With Matching Gifts And Higher Education: A Guide

If you work for a higher education institution, you know that marketing your mission is essential to bring in generous donations that fund your school. But did you know you could maximize existing donations through corporate matching gifts?

To pair matching gifts and higher education, you need an actionable plan. That’s where this guide comes in. Here’s what we’ll cover:

Double (and even triple!) your donors’ generous contributions to maximize funding for your institution. Let’s dive in to learn how!

Click this graphic to learn more about how nonprofit marketing can help pair matching gifts and higher education.

How to Get Started With Matching Gifts for Higher Education

When it comes to minimum or maximum gift amounts, gift ratios, and all other matching gift logistics, you might think everything is determined by the donor and their employer. Think again! Your school can pave the way to accepting matching gifts by following these five steps:

This image shows the five steps to launching a matching gift program at a higher education institution.

1. Get your team on board with matching gifts.

Before you can effectively promote matching gifts to your institution’s donors, it’s important to build a solid internal foundation, starting with your fundraising and development team members! Prepare your team for matching gifts by:

  • Presenting all the details: Host a meeting about matching gift fundraising. Explain what it is, the most effective way to implement matching gift fundraising, and how it will help your school achieve its goals.
  • Providing team-wide training: Teach the team how to raise matching gifts and how the new initiative will be incorporated into their roles.
  • Incorporating matching gifts into onboarding: Once your existing team is up-to-date, implement matching gifts training into the onboarding process for new team members as a part of your updated processes.

When you set apart time for team-wide training on matching gifts, you’ll help everyone see the enormous potential of the initiative.

2. Set Your Goals

HubSpot’s goal-setting guide highlights a study that shows that 76% of people who write down their goals and make a list of goal-driven actions achieve what they set out to do. Craft a plan that details your matching gift revenue goals for the year, how you’re going to meet those goals and stay on track, and any deadlines you’ll want to meet in the process.

Consider the SMART goal framework to craft well-thought-out and detailed objectives to follow:

  • Specific: What exactly are you looking to achieve?
  • Measurable: What number would designate success?
  • Attainable: How realistic is your goal?
  • Relevant: How is your goal related to the initiative?
  • Time-bound: What is the deadline for reaching your goal?

For example, “Our matching gifts goal is to collect $10,000 in completed company matches by the end of 2022.” With tangible objectives in place, your team is in a better position to actively work toward those goals.

3. Collect Donor Information

When it comes to matching gifts for higher education and otherwise, donor information is critical. Let’s say you’re performing prospect research to find major donors for your university. As you do this research, include a matching gift specification to target alumni working for companies with matching gift programs. You might look for:

This graphic shows what institutions of higher education should look for when conducting prospect research to identify matching gift opportunities.

  • Employer information: What companies do your prospective donors work for? Do these companies offer matching gift programs?
  • Giving history: Consider your engagement with the alumni who work at companies with matching gift programs. Have these alumni donated to your institution before? If so, how much and how often do they give?
  • Campus involvement: Categorize alumni by their activities during their time as a student. Were they involved in any clubs or activities that might point to an affinity for your school’s mission?

Thorough donor research enables your team to locate high-value matching gift opportunities and leverage an informed perspective of your donor’s capacity to give.

To take your donor research to the next level, request employer appends. For higher ed universities especially, employer appends can be helpful to determine graduation year, email address, or any other missing data that would inform you of your donor’s matching gift eligibility and donation history.

4. Promote the Opportunity

Next, tell people about the opportunity to give! After collecting information about your donors, use a donor database to track all the details you’ve collected. Then, you can segment your communications to ensure different groups of people receive relevant communications.

Whether you’re reaching out to new alumni, older alumni, small- or large-dollar amount donors, or donors who work for top matching gift companies, every message should be different. Consider incorporating the following details into your communications to make personalize your messaging:

  • The donor’s name (or preferred nickname)
  • Their previous engagement or most recent donations
  • Information about their employer’s specific matching gift program guidelines

Sending your donors highly personalized outreach is an effective way to encourage them to participate in their employer’s matching gift program. After all, when you customize your communications to individual donors and create targeted campaigns, you’re more likely to find higher engagement and response rates from your donor pool.

5. Follow Up

After promoting your matching gift initiative, donations should start rolling in. Following up with donors is important for supporter engagement and capturing as many donations as possible, so you should consider it another step in the matching gift process!

Your donors want to know your institution appreciates their gift and that you value them as a supporter, alumni, or whatever their relationship may be. Here are a few keys ways you can do this:

  • Thank your donors for the initial donation. This might seem obvious, but it’s worth mentioning. Thank your donors immediately for their donations. Email is the quickest and most efficient way to do this, but you can also send a printed letter in addition to the initial email confirmation, depending on their donation level and your institution’s budget.
  • Thank your donors for submitting a match request. If you’ve been tracking which donors submit a match request to their employer (which you should be!), make sure you thank them for getting the matching process started. This is a huge step they’ve taken to make their donation go twice as far, so showing your appreciation is crucial.
  • Thank your donors after the company match has been received. Once the company’s matching donation has come through, you owe it to your donors to update them and thank them once again. Let them know their donation has gone twice as far and how much of a difference this has made for your school. This also serves as a point of reference for them so they understand how long the process actually takes.

On the other hand, some people will look into matching gifts and fail to follow through with a donation. Your school can seamlessly reach out to these potential donors and follow up through a matching gifts automation platform.

360MatchPro by Double the Donation’s automated platform tracks matching gift submissions from start to finish. When donors give a gift on your donation form, the platform determines their eligibility for a matching gift using the information they provided. If it finds a link between a donor and a matching gift program, it will trigger a follow-up email to the donor explaining how they can submit a match request.

You’ll be able to choose how often follow-up emails go out and easily track any incomplete matches. That way, your team will be able to spend more time on high-value matching gift opportunities and see more requests through to completion.

How to Promote Matching Gifts and Higher Education

According to Double the Donation’s matching gift statistics, 84% of donors say they’re more likely to donate if a match is offered—but 78% of donors don’t know if their company offers a matching gift program! That’s why promoting matching gifts and program basics is extremely important.

Your key audience: alumni donors. If you’re keeping tabs on the employment statuses of your students after graduation, you already have a robust database of potential donors. Plus, those with a connection to your school and its mission will be more motivated to give.

How can you promote matching gifts to alumni donors? Here are a few ideas:

This graphic shows the four channels higher education institutions can use to promote matching gifts.

  • Email communications. Whether you’re sending out an email to thank a donor for their specific gift or sending out an alumni newsletter, it’s important to include information about matching gifts to raise awareness about this giving opportunity.
  • Text messages. For a more personal outreach method (and to guarantee your message will be seen), send a direct text message. This is a great channel to use when bringing up matching gifts since everyone checks their text messages! Plus, matching gifts are so easy to explain, you can grab people’s attention with just one, short text.
  • Direct mail. You likely already send direct mail to students and alumni, so it should be easy to incorporate matching gifts into this communication channel! Include a flyer within your other mailings or send out a postcard that specifically highlights matching gift opportunities.
  • Website. Your website is the hub for all information about your school and various fundraising initiatives. For matching gifts specifically, it might also host your donation form or auto-submission tool. Set up a dedicated matching gifts page to prominently feature matching gifts on your institution’s website.

As an added bonus, you can use other marketing techniques to promote information about your matching gift initiative. For example, promote your landing page on Google to help alumni stumble upon it, even if they’re searching for something else! If search engine marketing (SEM) is the route you want to go, check out Google’s grant program for educational institutions.

Click this graphic to learn how to promote matching gifts and higher education through search engine marketing.

Be sure to demonstrate the impact donations and matching gifts will have on your school. This means specifically noting what certain dollar amounts will go toward.

For example, will $200 go toward new books for the school library? Will $500 go toward establishing a new student scholarship fund? Associating dollar amounts with a tangible item will encourage more donations, which could then be amplified by a company match!

Matching Gift Tools For Your School

Setting goals, promoting matching gifts, and every other step of starting a matching gift initiative can actually become easier if you invest in matching gift software for your school. The right tools will streamline the entire matching gift process from start to finish.

How? Matching gift software gives you direct access to a matching gift database, which offers information on thousands of companies with matching gift programs. Here’s how it works:

This graphic shows what a matching gift database looks like on the website of a higher education institution.

The software’s company name search tool can be embedded anywhere on your website. It allows donors to quickly look up their company’s matching gift program without needing to ask their HR departments or look it up on their own (or even more importantly, without leaving your website).

After making their search, the tool will immediately populate with essential info about the company’s program, such as:

  • Employee eligibility
  • Nonprofit eligibility
  • Minimum and maximum match amounts
  • Match ratios

It will also typically include a link to the company’s matching gift forms so your donors can fill out the match request right then and there. Immediacy is important—donors are most engaged with your school as they’re donating, so offering them a direct link to the necessary forms at that moment will result in more completed match requests.

5 Higher Education Institutions That Mastered Matching Gift Initiatives

Everyone prefers different learning styles, from auditory resources to hands-on learning experiences. If you’re a visual learner, we’ve compiled a list of matching gift initiative examples—that way, you can look at universities that did it well and understand how they succeeded!

These five universities exemplify effective fundraising through matching gifts by utilizing:

This image shows the shared elements of the matching gift initiatives of the five higher education institutions discussed in the text below.

  • University branding
  • Easily accessible navigation
  • Matching gift information
  • Matching gift submission options
  • Company search tool
  • Extra contact information

These five institutions mastered their website’s matching gifts pages and even leveraged other digital marketing channels to draw attention to their matching gift initiatives. Let’s take a look at each one in closer detail!

1. University of Georgia

The University of Georgia made our list because its dedicated matching gifts page offers both educational and actionable information to encourage donors to submit a match request. Here are the top things to note about their page:

  • It’s easily accessible: Users can find UGA’s matching gifts page from the navigation bar (How to Give → Matching Gifts), even if they weren’t looking for it.
  • It’s visually appealing: The page immediately captures attention with a graphic that illustrates how matching gifts can maximize impact.
  • It leverages a company name search tool: UGA has embedded a company name search tool from Double the Donation, which makes it easy for donors to find the information they need about their employer’s matching gift program.
  • It’s informative: UGA’s matching gift page outlines simple instructions for submitting a matching gift, as well as a contact form for any additional questions. They also list some top providers who match donations and matching gift contact information for anyone with questions.

However, UGA’s matching gift efforts aren’t just limited to this page. They’ve also embedded the same matching gift search tool into their donation form, and the tool is branded to match the rest of their page.

UGA sends out automated emails once a match-eligible donor has submitted their donation. This email identifies the donor’s employer and offers direct links to start the matching gift submission process and indicate their status. Additional information about their employer’s matching gift program is listed in the email, as well.

2. Carnegie Mellon University

Carnegie Mellon offers actionable verbiage and options to encourage donors to match their gifts through their employers. Their matching gifts page is easily accessible from their “Give” page (Ways to Make Your Gift → Matching Gifts). It offers:

  • Brief but useful information about matching gifts, along with instructions on how to submit a matching gift directly to the university or process it online.
  • An embedded search tool (also from Double the Donation), automatically pulls up company names and information once the donor starts typing in it.
  • Contact information, including a phone number, email address, and mailing address, for those who have questions and want to reach out to CMU’s Gift Administration office

But again, the matching gift information isn’t limited to this page. On CMU’s donation form, there’s a checkbox where donors can indicate “My company will match my gift.” If selected, an option to search for the donor’s employer pops up along with the company name search tool.

Carnegie Mellon does an exemplary job of educating their donors and web visitors about matching gifts and guiding them through the process.

3. Utah Valley University

Another great example of a higher ed institution that puts matching gifts front and center during their cultivation and donation process is Utah Valley University. Here’s what their matching gifts page does well:

  • It’s easily accessible from the menu of their main Institutional Advancement page (Ways to Give → Matching Gifts).
  • It provides matching gift basics, including a brief but precise description of what matching gifts are and how donors can search for their company to determine their own eligibility.
  • It includes a company name search tool donors can use to look up their employer’s program.
  • It makes additional help easy to find by displaying the name and contact information of the Director of Annual Giving.

For supporters who are ready to make a donation, UVU offers the same search tool on their donation page. The tool matches the rest of the form and helps donors find their company guidelines on a subsequent page:

UVU also sends out automated emails to donors who have been identified as match eligible. This email identifies:

  • The donor’s employer
  • The steps they can follow to submit a match request
  • Additional contact information
  • Extra information about the specific company’s guidelines

UVU offers numerous ways for donors to learn about matching gifts through multiple channels, as well as provides actionable tools donors can use to submit their match requests.

4. Syracuse University

As soon as donors land on Syracuse University’s matching gifts page, they’re greeted with helpful information about corporate matching gifts and a company name search tool. The page’s top benefits include:

  • Straightforward instructions: Donors can follow the brief and easy instructions on the page to search for their company and click on the appropriate button to submit a match, if they’re eligible.
  • Notable branding: Every element is branded to match the university’s colors, creating a consistent experience for donors and a visually appealing page and form.
  • Prominent call-to-action: To get visitors started on the donation process, the page urges donors to “Give now!” with a prominent button that leads them straight to the donation form.

Syracuse also sends out automated emails to match-eligible individuals who have completed a donation. The emails include specific information about the employer’s matching gift guidelines, including their:

  • Match ratio
  • Minimum and maximum match amounts
  • Employee eligibility
  • Deadlines

Syracuse does an excellent job maintaining a consistent brand, communicating with donors, and guiding them through the matching gift process.

5. University of Michigan

The University of Michigan’s matching gift page can be accessed from the navigation bar of the university’s philanthropy website (Giving → Make an Impact → Matching Gifts). From there, the page offers information about different ways to submit a matching gift request:

  • Use their embedded company name search tool. Donors can read the step-by-step instructions on the page before using the search tool and beginning the gift process.
  • Reach out to the employer directly. The page notes that donors can contact their employer’s human resources department to learn about the company’s matching gift program and the procedures for making a gift.
  • Contact the university. Donors can direct their matching gift questions to the university via email, phone number, or direct mail.

The University of Michigan offers substantial information to its supporters to ensure they understand what matching gifts are, how to determine their eligibility, and what steps they can take to submit a match request.

Additional Matching Gifts and Higher Education Resources

The learning process is never over! If you’re part of a higher education institution and you’re looking for ways to boost your fundraising efforts (with matching gifts or other strategies), check out the following resources:

Click this graphic to learn more about online marketing to promote matching gifts and higher education.

In this article, you’ll learn about 20 festive Christmas fundraising ideas to earn more for your cause this holiday season.

20 Christmas Fundraising Ideas to Ring in the Holiday Season

With 30% of annual giving occurring in December, it’s not surprising that the holiday season is also the ultimate nonprofit fundraising season. People feel inclined to give back to their favorite causes during the holidays, and nonprofits should lean into that giving spirit to maximize their fundraising results.

However, there are so many nonprofits for donors to choose from. How do you make yours stand out and capture the attention of potential donors?

When you implement Christmas-specific fundraising ideas, you make holiday giving fun. There’s no better way to entice people to give during the holiday season than to give your fundraising efforts a little Christmas spin. Let’s walk through 20 Christmas fundraising ideas so your nonprofit can engage donors and earn more this holiday season.Click through to check out our recommended holiday eCard software provider and jumpstart your Christmas fundraising.

1. Christmas eCards

Christmas cards are a classic way to spread holiday cheer with family and friends. What if you could make Christmas cards more convenient and use them to encourage holiday giving?

Enter Christmas eCards. With eCards, people can connect with their loved ones—no matter where they are—with the click of a button. Your nonprofit can use dedicated holiday eCard software to create Christmas eCards and sell them on your website to raise money for your cause. Then, donors can add personalized messages and share their eCards. This image shows an example of a Christmas eCard used for a fundraiser.

Another way to fundraise with Christmas eCards is to offer them as tribute gifts. Donors can contribute to your nonprofit in honor of a loved one and send them an eCard detailing the donation and your cause. In that case, eCards act as Christmas cards and presents, spreading double the holiday cheer.

If you’re curious about what a Christmas eCard fundraising campaign looks like in action, eCardWidget provides a few examples from organizations like UnitingWorld and Habitat for Humanity South Africa.

2. Christmas Auction

Another Christmas fundraising idea is hosting a Christmas auction. This type of fundraiser is very versatile because you can pair it with other fundraising methods. For example, if you’re hosting a Christmas party or other holiday-themed event, you can include an auction as part of the festivities.

Plus, auctions are a great way to not only earn money for your cause but also offer donors something in return for their contributions. Include an array of holiday-themed items, such as wreaths, ornaments, sweaters, gift baskets, gift cards, and holiday event tickets.

To offset the costs of procuring items, reach out to local businesses to obtain corporate sponsorships. Then, companies can donate items to be auctioned off to your supporters. In exchange, you can promote these businesses on all marketing materials, including your website, newsletter, and social media pages.

3. Holiday Matching Gift Campaign

What could be better than a fundraising idea that comes at no additional cost to donors but has the potential to double—or even triple—your fundraising revenue? When you promote matching gifts, you make it more likely that donors will submit matching gift requests to their employers in an effort to double the impact of their donations for your cause.

While you may already advertise matching gift opportunities to your donors, doing so during the holiday season when giving is at an all-time high can be an effective way to raise even more. Since the matching gift process almost exclusively occurs online, leverage a digital fundraising campaign to promote matching gifts, using methods such as social media, Google Ads, and email.

To facilitate the matching gift process, consider using matching gift software. Double the Donation’s guide to matching gift software vendors explains that since many donors don’t know if they’re eligible for matching gifts, they don’t fill out matching gift requests, leaving extra money on the table that nonprofits could benefit from.

When you implement matching gift software, donors can check their matching gift eligibility and send matching gift requests right from your donation page, guaranteeing you’ll receive the associated company matches.

4. Christmas Cookie Exchange

Nothing screams Christmas joy like Christmas cookies. Host a Christmas cookie exchange to get your supporters’ creative juices flowing and bring your community together this holiday season.

Charge participants a small fee for entry. Then, all you’ll have to provide is a space for people to exchange cookies! This type of fundraiser is an easy and fun way to engage donors and their families during the holiday season.

You can raise even more with your Christmas cookie exchange by:

  • Selling cookie dough. For supporters who want to participate but aren’t the best bakers out there, make it easy by selling pre-portioned packages or tubs of cookie dough. That way, you can earn even more for your cause and increase engagement rates.
  • Turning it into a cookie-a-thon. If you want to bring out your supporters’ competitive sides, transform your Christmas cookie exchange into a cookie-a-thon. During a cookie-a-thon, participants can obtain pledges for the number of cookies they bake during the event. Then, those funds will go back to your organization. After the cookie-a-thon, participants can opt-in to share their cookies during your Christmas cookie exchange.
  • Hosting a cookie-eating contest. Don’t know what to do with all those cookies after your Christmas cookie exchange? Host a cookie-eating contest! You can charge participants a small fee to enter and provide a prize to whoever can eat a certain amount of cookies the fastest.

No matter whether you host a traditional Christmas cookie exchange or combine it with other Christmas fundraising ideas, you’re sure to entice your supporters with the prospect of enjoying a treat and contributing to your cause at the same time.

5. Tree Decorating Contest

When you think of Christmas, the traditional Christmas tree likely comes to mind. There are so many different ways you can incorporate a tree decorating contest into your holiday season fundraising strategy.

One option is to have supporters team up to decorate and pay an entry fee to participate. If your nonprofit has the means, you can provide each team with a tree or work with a local Christmas tree farm to offer trees to your supporters.This image shows kids decorating a Christmas tree.

If you want to host your tree decorating contest virtually, you can have supporters pay a small fee and submit pictures of their decorated trees from home. This way, you can reach a wider audience and encourage anyone who’s confident in their home’s tree decorations to join in on the fun.

In order to judge the entries, have members of your staff evaluate trees based on their creativity, festivity, and overall quality. To earn even more from this fundraiser, you can have supporters pay a small fee to vote on their favorite entry and determine the winner that way.

6. Holiday 5K

Get your supporters active this holiday season with a festive 5K. Have runners pay an entry fee so you can raise money for your cause.

It’s easy to host a 5K—all you have to do is secure space for the course. Then, you can focus on making the run fun and filled with holiday cheer!

For example, you can encourage participants to dress up in holiday attire. From Santa suits to ugly sweaters, there are a variety of ways participants can dress according to the theme.

As a final touch, sell Christmas-themed branded merchandise. Consider offering t-shirts to commemorate the event and other smaller items such as mugs and stickers. That way, you can raise even more for your cause.

7. Online Shopping Fundraiser

What’s better than a fundraiser that doesn’t require supporters to contribute any additional money to your nonprofit? Online shopping fundraisers allow your supporters to give back to your cause while they purchase holiday gifts for their loved ones.

Check out how an online shopping fundraiser works:

  1. Supporters download an online shopping fundraiser app or browser extension.
  2. Then, supporters shop online using the app or browser extension.
  3. Supporters choose their nonprofit of choice, and a percentage of their purchases goes toward a worthy cause!

To facilitate this fundraiser, your nonprofit can partner with a provider like ShopRaise so your organization can be included in online shopping fundraiser apps. As a result, you’ll also have access to metrics about which supporters have used the app and how much they’ve contributed through their holiday shopping.

8. Polar Plunge

Challenge your supporters to a frigid polar plunge! For this fundraiser, supporters jump into a cold body of water to raise money for your nonprofit. They collect pledges from family and friends ahead of time, encouraging them to brave the cold for your cause.

When it comes to a polar plunge, safety is key. Here are some steps you can take to ensure all participants stay safe at your event:

  1. Have participants sign waivers when registering for the event.
  2. Hire EMTs and lifeguards to attend the event in case of emergency.
  3. Provide towels and blankets for participants after they take the plunge.

With safety precautions in place, you’re equipped to host a polar plunge event that brings out the daredevil in your participants and raises funds for your nonprofit.

9. Gingerbread House Contest

Inspire a little healthy competition among your supporters with a gingerbread house contest. Participants can pay a small fee for entry. Then, it’s time to get creative!

Work with a local bakery to provide participants with gingerbread and a variety of decorating supplies. Supporters of all ages can create their ideal gingerbread house and enter it into the running.

Then, have your staff and supporters vote on their gingerbread house of choice. You can even open up the contest to your social media followers to include a wider audience.

10. Breakfast with Santa

Family holiday fun awaits with a breakfast with Santa event. Invite your supporters to a festive holiday breakfast featuring special guest, Santa. Charge supporters an entry fee to attend.

Make the breakfast element easy by offering pancakes and waffles. That way, all you’ll have to do is buy pancake mix and ask your supporters to lend their griddles of waffle makers. If you want to provide a wider variety of food options, consider partnering with a local restaurant or catering company.This image shows a stack of pancakes decorated to look like Santa.Don’t forget about the guest of honor! Have a member of your staff dress up as Santa and engage with families at the event. Then, you can feature pictures of Santa and your supporters on your social media to ring in the holiday season.

11. Christmas Text-to-Give

Take advantage of the giving season with a text-to-give campaign. You can make it easy for people to lend their support by offering the option to contribute right from their phones.

Choose a holiday-related keyword for supporters to text to a designated number. Then, they’ll be directed to your donation page where they can make a contribution.

For optimal success, make sure your donation page is mobile-friendly. Adjusting text size and image formatting can make your page more accessible, allowing more people to lend their support.

12. Holiday Gala

A holiday gala is a great way to gather your community together during the holiday season. Sell tickets for the event on your website and entice people to attend by offering sneak peeks on your social media.

Reach out to restaurants and catering companies to see if they’d be willing to cater the event. That way, you can provide a delicious dinner to your supporters at little to no cost to your organization.

Holiday galas also present an opportunity to look back at your successes from the past year. Create a slideshow that highlights your accomplishments and thanks attendees for their continued support.

13. In-Kind Donation Drive

Chances are that your beneficiaries could benefit from certain items in addition to typical donations. Encourage your donors to show their support in a different way with an in-kind donation drive.

Make a list of items your supporters can contribute. For example, an animal shelter may accept pet food, leashes, and bowls whereas a homeless shelter may look for holiday gifts, personal care items, and clothing for their residents.

Ensure it’s clear where supporters can drop off their contributions. You may create a festive donation box with wrapping paper and put it in a visible location outside your organization’s headquarters or in the building.

14. Holiday Movie Night

One of the easiest ways to fundraise during the holiday season is with a movie night. All your organization has to do is sell tickets and provide a space to show the movie!

To engage your supporters, have them vote on which holiday movie they’d like to see. You can even turn the event into a holiday movie marathon by showing multiple festive movies back to back.This image shows a family watching a Christmas movie.Earn even more from your holiday movie night by selling snacks and drinks to enjoy. Ask your supporters if any of them have a popcorn machine they’d be willing to lend for the event. Then, you’ll really create an authentic movie theater atmosphere!

15. Ice Skating Event

Skate the night away at an ice skating fundraiser! Get in touch with your local ice rink to see if they’re willing to host a proceeds night. That way, a percentage of your supporters’ ice skating entry fees can go toward your cause.

To give this wintry event a holiday touch, consider selling hot chocolate or Christmas cookies for skaters to enjoy when they get off the rink. Just make sure to check that the rink allows outside organizations to sell items at their venue.

16. Christmas Bingo

Add a Christmas spin to the classic bingo fundraiser. Make this family-friendly activity suitable for the holidays by using Christmas-themed bingo boards, playing Christmas music, and giving away Christmas-themed prizes to the winners.

To make the event profitable, sell tickets for entry or depending on how many rounds people play. You can raise additional funds by adding a raffle or silent auction to your event.

17. Holiday Candy Grams

Allow your supporters to sweeten up their loved ones’ holiday seasons by selling holiday candy grams. Provide candy and paper for personalized notes, and you’re good to go!

From candy canes to peppermint bark, there is a variety of fun holiday-themed candy you can use for your candy gram fundraiser. Spread awareness of the event by promoting it on social media and allowing non-local supporters to purchase candy grams on your website. You can even have people send their candy grams with a festive eCard in lieu of a physical note.

18. Holiday Lights Festival

Want to provide a magical experience for your supporters? Transform your nonprofit’s facility into a winter wonderland! Depending on the size and nature of your building, you can create an indoor or drive-by lights display that gets your supporters into the holiday spirit.This image shows a house decorated with Christmas lights.

Collect donations before supporters view the display. You can earn more from the event by selling holiday treats, such as hot chocolate and candy canes, for people to enjoy as they experience the display.

19. Christmas Scavenger Hunt

A Christmas scavenger hunt can get supporters of all ages excited about the holiday season. Hide Christmas-related items around your facility. Charge participants for entry, and whoever finds all the items first wins a prize!

You can also open up the scavenger hunt to people outside of your local area. Create an online version of the scavenger hunt by allowing supporters to send in pictures of the items on your list. Then, you can post the winning entry on social media.

20. Gratefulness Challenge

The true essence of the holiday season is being grateful for everything you have. Inspire supporters to share what they’re grateful for with a social media challenge. In December, you can encourage supporters to post a photo of something they’re grateful for, such as loved ones or pets.

Raise funds with a gratefulness challenge by having participants share a link to your donation page. They can contextualize their post for supporters by explaining the challenge in the caption and how their support can help your nonprofit propel its mission forward.

Your supporters can amplify their impact by tagging friends and family members and encouraging them to participate in the challenge as well.

Wrapping Up & Additional Resources

The holiday season is all about three things: friends, family, and fun. Let your Christmas fundraising campaign reflect what this time of year truly stands for.

Provide opportunities for donors to participate in fundraising with their loved ones and support your organization in a way that also gets them excited about the holiday season. That way, everyone can enjoy the fundraising process and ultimately help your organization meet its year-end fundraising goals.

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