In this post, we’ll cover some do’s and don’ts of planning legendary charity events.

The Do’s and Don’ts of Planning a Legendary Charity Event

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Whether your nonprofit is preparing to host its annual gala or a one-off virtual game night, you likely have specific goals you want to reach, such as raising a certain amount of money, securing a particular number of new sponsors, or increasing your average attendance rate.

These goals are important, especially when you consider the investment of time, energy, and money that your nonprofit has to make for big events to happen. But what about leaving a lasting impression on your attendees, and providing them with a memorable experience that they’ll be talking about for years to come? In other words, how can you take your charity events to the next level, and make them legendary?

The answer lies in careful event planning. With the right approach to planning your nonprofit’s next event, you can ensure that you’ll meet all of your goals, and put together an occasion that your supporters won’t soon forget. To fine-tune your event planning strategy to this end, follow these do’s and don’ts:

As you review these do’s and don’ts and consider how you can take your events to new heights, remember that you don’t have to figure it all out on your own. An experienced charity event planning and production company can help you manage the many moving parts of your event, and give you the time and headspace needed to focus on making your attendee experience a legendary one.

Do pick an event idea that will wow your audience.

One great way to freshen up your event planning strategy is to pick a unique event idea you’ve never done before. As you consider the many different types of events there are to choose from, consider what you know about your nonprofit’s audience and select an idea that will resonate with them.

Here are some of the top fundraising ideas from Best Fundraising Ideas for you to consider:

  • Paint and Sip: This is a relaxing fundraiser that involves getting your supporters together to enjoy drinks and an evening of painting. Consider asking a local artist or art teacher to lead a painting class, and to offer tips and techniques to participants.
  • Car Show: Invite classic car owners to assemble for a car show. Your supporters can browse the collection of cars, enter giveaways, and purchase food from food trucks. For certain demographics, this idea can prove to be incredibly successful.
  • Talent Show: Tap into your community’s talents by hosting a talent show. Set up your show in an interesting venue, and recruit some of your board members or notable community members to act as judges. Make sure to offer an exciting prize for the winning act, like a trophy or gift basket.
  • Night at the Museum: If your organization runs a museum or can partner with one, try hosting an all-night event where attendees can explore the museum exhibits after hours. Allow attendees to hear from museum experts, admire the works around them,  and enjoy good food with great company.

Of course, sometimes you’ll need to stick with event ideas you’ve been using for years. For example, you may have an annual winter ball or gala that is an established tradition in your community. To generate more interest, and to ensure your team is approaching the planning stage in a different way, you can always put a fresh twist on an already-established event.

For example, don’t overlook opportunities to transform your event into a virtual occasion. According to CharityBids’ guide to virtual charity events, these events allow for a flexible experience, help your organization save money, empower you to try new methods of raising money, and can even give you the chance to tap into exclusive experiences like celebrity appearances.

Don’t put off assembling an event planning committee.

To effectively plan and execute your event, you’ll need to create a planning committee made up of individuals who are committed to their responsibilities and to making your event the best it can be.

Here are the roles you’ll need to fill, along with their responsibilities:

  • Committee Chair: The chair will be in charge of communicating with your nonprofit’s leadership about the event, and ensuring the team is adhering to the budget. They’ll also ensure that all other individuals on the committee feel supported in completing their duties ahead of the event.
  • Event Designer: The event designer or planner, will handle all of the event details, including the venue, catering, decor, and entertainment. They’ll also be responsible for securing any necessary liquor or games of chance licenses for the big day.
  • Sponsorships Coordinator: A sponsorships coordinator is tasked with creating and maintaining relationships with event sponsors like local businesses or restaurants. One of the most important things they’ll do is ensure that your sponsors receive the benefits your organization promises them in return for sponsoring your event.
  • Communications Manager: This individual will lead the charge of marketing your event. They’ll guide the rest of your team in how to get the word out to the public and will inform the media about it if necessary.
  • Volunteer Coordinator: The volunteer coordinator will be responsible for recruiting volunteers for the event, training them in their roles, and managing the volunteer team  during the event.

If your event will involve an auction, you may also need to recruit an auction item procurement specialist. They’ll be responsible for identifying auction items, managing relationships with the donors of the items, and gathering the items ahead of the big event. This is a big job, so in some instances, you may need a whole team of procurement specialists.

Do recruit volunteers.

Most often, nonprofits are most concerned about engaging donors during their events, but volunteers are a critical part of the event equation, too. Not only can your event run more smoothly with more hands to help, but your organization can also strengthen relationships with its volunteers by offering them fulfilling opportunities to get involved with the event.

As you recruit volunteers for your event, take what you know about your existing volunteers into consideration, and try to match them with roles that will resonate with their interests and skill sets. For example, if you know one volunteer has great graphic design skills, you might ask them to help you create virtual event invitations.

For volunteers who are signing up to work for your organization for the first time, take the time before and during the event to get to know them, chat about your mission, and ensure they’re comfortable performing their duties. Their experience volunteering during the event will play a big role in whether they return for another volunteer opportunity in the future!

Don’t neglect your follow-up activities.

Once your event is over, it can be tempting to move on to planning your next campaign or project. But if you really want to make a great impression on your event attendees, you’ll ensure that you perform follow-up tasks before you do.

As you plan your event, consider how you’ll reach out to your event attendees, volunteers, and sponsors to thank them for their time and contributions after the event is over. Doing so will help you have a plan in place to get started right after your event ends! Here are some popular options:

  • Traditional thank-you letters
  • Social media shout-outs and/or messages
  • Thank-you videos
  • Small gifts (like your nonprofit’s branded merchandise)

You should also let the larger community know how your event went. For example, you might post about your event on your blog, share pictures from the event on social media, or give an event recap in the next edition of your newsletter. This will show your community how your events are tied to your larger cause, and can encourage more people to attend your next event!

When it comes to nonprofit events, there’s no need to settle for good or great. You can make your next event legendary by approaching the planning process with care. Use these do’s and don’ts to make sure your next event will be one for the books!

Nonprofit compliance is essential to effective operations and can support marketing.

How to Grow Your Nonprofit’s Credibility Through Compliance

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Nonprofits are subject to numerous state and federal regulations. These requirements are necessary for the initial creation of a nonprofit organization, as well as its ongoing compliance, especially as the organization grows. But by adhering to legal regulations, a nonprofit can also communicate its integrity to its supporters.

When a nonprofit follows the rules set forth by the government, it not only stays rooted in its core cause, but also communicates to its supporters that they can trust the organization to steward contributions correctly and use those contributions to better beneficiaries’ lives.

In order to help you grow your organization’s credibility, we’ll walk through three compliance tasks that your nonprofit should prioritize:

  1. Securing tax-exempt status
  2. Defining bylaws
  3. Registering for charitable solicitations

To garner the support of donors, volunteers, and advocates, your nonprofit will first have to show why they should give their support. Consider how following these three compliance requirements can prove your nonprofit’s credibility and encourage more support from your community.

1. Securing tax-exempt status

When you first create your nonprofit, your organization will have to prove to the IRS that it has charitable intentions through Form 1023. This is one of the determining factors in being classified as a 501(c)(3) nonprofit and your organization’s first opportunity to demonstrate its credibility.

Before you can apply for tax-exempt status, you’ll need to prepare by taking these steps:

  • Establish a nonprofit corporation. File Articles of Incorporation to establish your organization as an entity separate from its founders.
  • Obtain a federal tax ID number (FEIN). Apply for an FEIN online through the IRS website. You can only do this after your organization has been legally formed.

After taking these preliminary steps, your organization will be ready to file Form 1023 to apply for tax-exempt status. This form, which is 28 pages long before any attachments and materials required for filing, is like a thorough examination of your organization.

Think of this process as an audit of your organization’s previous or planned activities. The IRS uses this application to ensure your organization aims to fulfill 501(c)(3) services. In doing so, it accounts for the validity of your organization’s work.

2. Defining bylaws

Another requirement of Form 1023 is the inclusion of your nonprofit’s bylaws. This is a set of rules that define how your organization will be governed by its board of directors.

These bylaws will protect your organization against risks and eliminate the guesswork when it comes to carrying out your nonprofit’s mission. These rules will be especially helpful in solving unique situations. For example, if you think of a clever organization name five years from now, you’ll want to have made the provision to allow for changing your nonprofit’s name.

You should include the following in your organization’s bylaws:

  • Organizational purpose: Explain what your organization aims to do and how it will accomplish that mission.
  • Board member details: Determine the term lengths for board members and the process for board member succession/removal.
  • Meetings: Establish the frequency and nature of meetings, as well as any relevant requirements or rules.
  • Conflict resolution: How will the organization handle any internal conflicts?
  • Changes: Don’t forget to include the provision that bylaws can be amended in the future.

According to Foundation Group, “good governance establishes a foundation for good work.” Clear governing rules allow your organization to be held accountable for its actions, which will ultimately make it more trustworthy.

After you’ve drafted and approved your organization’s bylaws, you may consider making them public. You might publish them on your website or refer to them in blog posts. A good website design will combine stylish branding elements with your most important organizational information so that anyone can access and understand the inner workings of your nonprofit.

Although publishing your bylaws is optional, it’s a valuable step toward transparency. When supporters can see and agree with your organization’s bylaws, they may better appreciate how serious your organization is about following them.

3. Registering for charitable solicitations

According to Double the Donation’s guide to nonprofit fundraising, “individual giving makes up nearly three-fourths of all charitable contributions.” When it comes to donations, your nonprofit will likely consider several methods of raising money that appeal to its supporters. From email outreach to silent auction events, your organization’s fundraising campaigns are essential to supporting your mission.

It’s important to prioritize compliance when requesting donations to show supporters that your request follows all the right protocols.

Before your nonprofit starts marketing its mission and asking for contributions, find out if you need to register for charitable solicitations. Most states require charitable solicitations registration, but there are nine that don’t:

  1. Delaware
  2. Idaho
  3. Indiana
  4. Iowa
  5. Montana
  6. Nebraska
  7. South Dakota
  8. Vermont
  9. Wyoming

If your state does require this registration, it’s important to prioritize it and renew the registration when it’s due, usually annually. You’ll also have to register in multiple states if you plan on soliciting donations throughout the country. Completing your charitable solicitations registration shows supporters that you do things the right way and aren’t just in it for the money.

With the state’s approval of your registration, supporters can see that your organization’s structure and finances were examined before it was granted permission to ask for donations. Then, when they contribute, they’ll have confidence that their donations are going to exactly what your organization promotes.

Just as you’d prioritize supporters’ preferences when it comes to marketing channels or event features, think about how they view your nonprofit’s internal operations. Your donors should be able to trust that their time, money, and advocacy are supporting a good organization with an important mission and the right intentions.

Author: Greg McRay

Greg is the founder and CEO of Foundation Group, one of the nation’s top providers of tax and compliance services to nonprofits. Greg and his team have worked with tens of thousands of nonprofits for over 25 years, assisting them with formation of new charities, plus tax, bookkeeping, and compliance services. He is credentialed as an Enrolled Agent, the highest designation of tax specialist recognized by the Internal Revenue Service. Based in Nashville, Tennessee, Greg and company work with charities and nonprofits all across the country and worldwide.

Learn more about the benefits of digital marketing for your nonprofit

5 Ways Digital Marketing Can Help Your Nonprofit Thrive

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Your nonprofit champions a noble cause that needs attention from the public to get donations.

The best way to get more eyes on your organization is to craft a brand identity and leverage digital channels to market yourself.

That being said, the days of needing to buy a billboard or a full-page newspaper ad to get noticed are over. Digital marketing is the new standard for raising brand awareness, and your nonprofit should leverage the many digital channels at your disposal. All you need to get started is your computer and a nonprofit marketing plan. Let’s explore what digital marketing can do for your nonprofit and which channels are available for nonprofits to use.

The advantages of digital marketing for nonprofits

Before we discuss different digital marketing channels, let’s review what digital marketing can do for your nonprofit. With digital outreach strategies, your organization can:

1. Raise awareness for your mission

The first step in convincing prospective donors that your cause is worth their support is educating them about your mission. With digital marketing, your nonprofit can spread critical information about your initiatives so that your community understands your nonprofit’s purpose. Your digital marketing materials should:

  • Stress the urgency of your cause
  • Feature beneficiaries and their stories
  • Explain what your nonprofit is doing to help

The Internet is the world’s foremost information hub, so it should be your go-to channel to educate people. It can take time for your online content to get substantial viewership, but with access to the nearly 5 billion people logged on every day, you’re bound to reach readers curious about your cause.

2. Engage potential supporters

Once you’ve educated community members about your mission, your job is to convince potential supporters to get involved with your initiatives. Digital marketing allows you to share donation appeals far past your local community and supporter base. For instance, you could acquire a new donor in a different state simply by posting a donation appeal on your social media feed.

Another advantage digital marketing has over traditional tactics, such as print ads or telemarketing, is that it’s easy to integrate content across different channels and streamline the donor journey. Instead of sending a flurry of direct-mail flyers and mail-in gift envelopes, simply link to your website’s donation page in your social media bio. This solution is more user-friendly and convenient for both you and your potential donors, no matter which channel they encounter you on first.

3. Reach beneficiaries

Besides using digital marketing to collect donations, your nonprofit can also advance its mission by connecting with new beneficiaries. By sharing about your organization’s programs and their tangible impact online, people in need of your services can find your nonprofit more easily. Additionally, digital channels help interested parties bypass engagement barriers, such as physical distance or schedule conflicts, by linking directly to your virtual contact information.

4. Connect with other nonprofits and businesses

Your organization thrives off of connections within your community, and that includes like-minded businesses and nonprofits. Many socially responsible businesses partner with nonprofits to make a difference, and digital marketing materials can get you in contact with each other. Likewise, if there’s a nonprofit in your area that has similar goals and target audiences, you could throw a joint fundraiser to engage each others’ supporter bases.

5. Assert thought leadership

People want to support a reputable nonprofit, so establishing your credibility and knowledge is crucial. Informing people about your achievements, sharing the stories of happy beneficiaries and donors, and associating with other nonprofit thought leaders will convince your audience that you know what you’re talking about! Displaying this information is easier online, where you can post links to collaborations, interviews, and milestones.

Types of digital marketing for nonprofits

Now that you understand the main benefits of digital marketing, it’s time to create a marketing plan. To strategize efficiently, it helps to leverage a combination of the digital marketing tools at your disposal, which may include:

  • Your website: As the online hub for your nonprofit, a well-designed website should house all of the facts that turn casual web surfers into donors. For instance, a potential donor can browse through your site to assess your credibility, understand your mission, and ultimately make a donation, all from looking at your website’s content.
  • Social media: Sites like Facebook, Instagram, and Twitter were designed to help you connect with like-minded people. Even if you don’t go viral, you can still leverage these sites to access your supporters’ networks, post educational content like infographics, and advertise your fundraisers.
  • Google Ad Grants: You can imagine that the most popular website in the world is one of the best places to advertise your nonprofit. And, with Google Ad Grants, you can claim $10,000 of search engine advertising space for free every month. Microsoft offers a similar program for its network of search engines.
  • Email: Even if you’re a beginner to digital marketing, you’ve likely had experience with email already. It’s one of the best ways to instantly deliver newsletters and fundraising appeals to your supporters.
  • Search engine optimized (SEO) content: Your nonprofit can leverage the search engine results page’s visibility, even without a Google Ad Grant. By using tactics to boost your website’s SEO value, your site can climb the ranks on the search engine results page and get more attention.

The key to running a successful digital marketing campaign through any of these channels is to make data-driven decisions. In fact, NPOInfo lists marketing data as some of the most important metrics a nonprofit should monitor. Before you launch your digital marketing content, ensure your nonprofit CMS and CRM platforms are equipped with reporting tools that can gauge the success of your outreach efforts. Then, use your findings to address your campaign’s weaknesses and make necessary improvements.

Wrapping Up

Hopefully, you’re excited about the potential benefits that go along with digital marketing. If you need guidance on your strategy, consider working with a nonprofit digital marketing agency. According to Fifty & Fifty, these agencies offer services such as graphic design, online ad campaign management, social media content creation, and more. Whether you hire outside help or venture into digital marketing on your own, create materials with your mission in mind, and you’ll go far!

Check out these 13 matching gift operational stats from Top Nonprofits.

13 Matching Gift Operational Stats: Top Nonprofits’ Insights

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There are millions of established nonprofit organizations, and the matching gift tactics they employ range from fully built-out strategies to lacking entirely. A recent research report by the Top Nonprofits team shares insights from the leading peer-to-peer focused fundraising groups⁠—specifically focusing on the P2P Top 30.

Here at Getting Attention, we found these findings to be particularly helpful in shedding light on the comprehensive matching gift strategies from some of the most successful organizations overall. That said, we decided to pull a few key matching gift operational stats produced by the study that we’d like to share with you.

Let’s dive in!

Request a demo of 360MatchPro to start earning more matching gift revenue.

General Matching Gift Stats

Before we get started with the Top Nonprofits report, let’s review some general matching gift stats:Check out these statistics that illustrate the impact of matching gifts.

  • It’s estimated that $4-$7 billion in matching gift funds goes unclaimed per year. This alarming number is likely due to the fact that many donors and organizations alike don’t know enough about matching gifts and how to determine matching gift eligibility. Therefore, nonprofits miss out on tons of potential funding.
  • 65% of Fortune 500 companies offer matching gift programs. More and more employers are starting to realize the extensive benefits that matching gifts provide for all parties involved. Companies and donors get to feel good about the impact they’re making. Meanwhile, nonprofits get more donation revenue that they can put toward serving their mission.
  • Over 26 million individuals work for companies with matching gift programs. So many current and potential donors are eligible to have their donations matched. However, matching gift opportunities are not always advertised to donors, leaving nonprofits with a fraction of the donations they could raise.
  • An estimated $2-$3 billion is donated through matching gift programs annually. This money can be a game-changer for nonprofits who are strapped for cash or are looking to expand their services. More donation revenue means nonprofits can help more beneficiaries.
  • 84% of donors say they’re more likely to donate if a match is offered. Not only are matching gifts a way to increase donation revenue, but they are also effective at getting people to donate in the first place.
  • 1 in 3 donors indicate they’d give a larger gift if matching is applied to their donation. Think about the exponential potential for giving that this stat points to. If matching gift-eligible donors contribute more to your organization, then so do their employers. That’s why promoting matching gift opportunities is crucial to increasing donation revenue.

These statistics illustrate how underutilized matching gifts are but also just how vital they can be to nonprofits’ success. Promoting matching gifts to your supporters can help double or even triple the donation revenue your cause receives.

 

Matching Gift Operational Stats from Top Nonprofits

Now that you understand some of the basic statistics regarding matching gifts, let’s dive into the matching gift operational stats compiled by Top Nonprofits.

1. 100% of the P2P Top 30 organizations employ some sort of matching gift promotion.

The first statistic that we want to note is that of the 30 organizations whose practices were analyzed in the matching gift study, every one of them had some sort of matching gift strategy built into their overall fundraising efforts.

Again, the extent to which matching gifts were incorporated certainly varied from one nonprofit to the next, but all 30 fundraisers mentioned matching gifts in at least one component of their efforts.

2. There is a positive correlation between matching gift strategies and overall fundraising revenue.

This graph from the study lays out the data, showing that nonprofits’ matching gift scores and their overall revenue tended to increase alongside one another.

Check out the positive correlation between matching gift strategies and overall revenue.

All in all, it can be inferred that organizations with well-thought-out matching gift promotions are more likely to see elevated nonprofit funding. Additionally, those organizations with high levels of fundraising success are more likely to invest in a comprehensive matching gift strategy.

3. The mean matching gift strategy score for the P2P Top 30 falls at 7/14.

For their recent study, the Top Nonprofits team designed a dedicated scorecard to analyze various elements of participating organizations’ matching gift strategies.

Each statement accurately reflecting the organization’s matching gift strategy earns the nonprofit an additional point. The study references the following criteria:

  1. Hosts a dedicated matching gift page on its website.
  2. Mentions matching gifts within the donation form.
  3. Uses an auto-completing company search field.
  4. Includes matching gift information within the confirmation screen.
  5. Has an embedded company information widget on the confirmation screen.
  6. Populates company information widget with employer program details automatically.
  7. Shares direct links to program guidelines + next steps on the confirmation screen.
  8. Sends matching gift emails post-transaction.
  9. Mentions matching gift opportunities in the confirmation email.
  10. Leverages separate, dedicated matching gift email(s).
  11. Triggers matching gift emails using the organization’s own domain and branding.
  12. Links to program guidelines + next steps in follow-up emails.
  13. Sends matching gift emails within 24 hours of the initial donation being made.
  14. Uses matching gift software.

Overall, the average matching gift score for the fundraisers included in the project was calculated to be 7/14⁠. This translates to a ‘B’ on the overall grading scale.

Broken down by software provider, the study also notes that the mean score for organizations utilizing Double the Donation software falls at 8.1/14. Meanwhile, Affinaquest’s HEPdata users earned an average of 4.6 points, and organizations using no software (or a still-unknown provider) averaged 3.3/14.

4. Only 6.7% of organizations analyzed with the Top Nonprofits scale earned a perfect score.

(And they all used the same software provider: Double the Donation)

Of the nonprofits analyzed in the study (30 total), only 6.7% (or two organizations) earned a perfect score, having met all fourteen designated criteria on the grading scale.

This means that the vast majority of fundraisers have significant opportunities for improving their matching gift efforts⁠—and can easily do so by pursuing the elements missing in their current strategies.

We did note, however, that both organizations earning full marks employed the same matching gift software⁠—Double the Donation Matching tool.

5. There are 4 primary locations wherein top nonprofits typically promote matching gifts.

Though there were fourteen criteria laid out in the matching gift study, most matching gift promotional efforts can boil down to four overarching opportunities.

This includes an organization’s dedicated matching gift web page, donation forms, confirmation/thank-you screens, and follow-up email communications.

6. 93.3% of top nonprofits have a matching gift page on their website.

Nearly all nonprofits analyzed in the matching gift study currently provide a dedicated matching gift web page on their website. Even those scoring on the lower end of the scale had online matching gift hubs available on their sites.

In fact, this essential asset is one of the key foundations of a healthy overall matching gift strategy. It provides ample information for donors to learn about the opportunity and how they can get involved. Plus, most organizations link to the resource on their confirmation screen, in follow-up emails, and more.

Many of the P2P-based organizations analyzed also host separate event sites for their most prominent fundraising events. Of these groups, some chose to host their matching gift pages on the event-specific website, while others chose to present theirs on the parent organization site, and others still opted for separate match pages on each.

7. 53.3% mention matching gifts within their donation forms.

Mentioning matching gifts within an organization’s donation forms is an excellent opportunity to collect donor employment data. When the form provides context into the why behind employment data inquiries (i.e., to uncover matching gift opportunities), donors are typically happy to oblige.

And according to the matching gift promotions analysis, more than half of the organizations in the study integrated this tip into their practices.

Like just about every other aspect of nonprofit matching gift marketing, the ways in which they did so differed. This ranged from short and sweet labels marking the optional data fields for employer matching information to summaries of matching gifts and the benefits that come with program participation.

8. 83.3% highlight matching gifts on their confirmation screens.

Following the donation form itself is typically a gift confirmation screen. And according to the study, the majority of leading nonprofits use this chance to promote matching gifts. However, the extent of the confirmation page promotional efforts varies widely.

For example, some organizations offered single-sentence mentions that encouraged donors to pursue the opportunity on their own. The fundraiser may prompt individual donors to contact their company’s HR department to find out if their employer participates.

However, other nonprofits took a more advanced approach. These teams provided company-specific program guidelines and eligibility criteria and even direct links to online submission forms. This allows the donor to kick off the matching gift process from the initial thank-you screen with just one click!

While the former is better than lacking matching gift mentions altogether, the latter technique really works to simplify matching gifts for donors and ultimately aims to drive more matches to completion.

9. 16.7% do not include matching gifts on their donation forms or their confirmation screens.

Not including this information ultimately means that the fundraisers do not have an easy way to collect employment information during the giving process, nor do they offer instant next steps after an individual submits their gift.

This could cause an organization to miss out on available matching gifts. Because remember: more than 26 million individuals work for companies that offer matching gift initiatives. Yet 78% of the match-eligible segment has no idea that they qualify for such a program.

This graph illustrates an opportunity for nonprofits to further promote matching gifts during the donation process.

For nonprofits that fall into this group, incorporating matching gifts within the giving experience⁠—either directly within, immediately afterward or, in the best of both worlds, both locations⁠—is a quick and impactful way to ramp up matching gift marketing.

10. 86.6% enlist follow-up emails to remind donors about matching gift opportunities.

Once the donation process itself is complete, most organizations took the time (or, more likely, triggered automation) to follow up with donors regarding matching gifts. These typically fell into one of two categories:

  • Mentions of matching gifts within a more general confirmation or acknowledgment email
  • Dedicated, separate email focused on matching gift opportunities and how to get involved.

According to the study, however, not all follow-ups necessarily hold the same value. In fact, the report outlines tips and tricks for creating optimized matching gift messages, which include using the organization’s own email domain and branding, personalizing the contents with employer-specific information, and more. And the most strategic nonprofits utilize emails that provide direct links to the recipients’ online submission portals, empowering donors to launch the matching gift process right from the email.

11. 10% highlight matching gifts in confirmation emails and separate follow-up messages.

Though 86.6% of organizations follow up with donors about matching gift opportunities post-transaction (using some combination of confirmation emails that highlight matching gifts and separate matching gift messaging), only 10% of participating nonprofits incorporated matching gifts in both types of email communications.

Why does this matter? Well, the more opportunities a donor has to be informed and reminded about matching gifts, the higher the chances are that they complete their end of the matching process. Another common roadblock among fundraisers that enlist only confirmation emails to mention matching gifts is that donors are more likely to skim and discard the message without the reader even getting to the part about matching gifts. That’s a missed opportunity for donors and nonprofits alike!

12. Of those that send matching gift emails post-transaction, 52% do so within 24 hours of donors first contributing.

Another finding we saw in the study is that when it comes to following up on match-eligible donations, timeliness matters. In fact, one of the key criteria included in the matching gift scorecard asks whether the organization sends matching gift emails in the first 24 hours after the initial donor contributes.

And of the organizations that have enlisted matching gift emails, more than half do, in fact, meet this standard. The report even highlights that many organizations’ triggered their first matching emails within minutes of the donor clicking “submit” on their gift!

Not to mention, a separate compilation of matching gift operational stats from Double the Donation indicates that match reminder emails sent within 24 hours of an initial donation result in a 53% open rate. That’s more than 2-3 times higher than the average nonprofit email open rate⁠—inferring that donors are more likely to engage with the content when sent in a timely manner.

13. 73.3% of the Top 30 organizations use Double the Donation’s tools.

Organizations analyzed within the Top Nonprofits study of the P2P Top 30 can be divided into four categories based on software usage.

At the time of the report, 73.3% employ Double the Donation’s matching gift automation solution, Double the Donation Matching. Meanwhile, 16.7% use HEPdata tools, and 3.3% use Amply software. The remaining 6.7% of organizations did not seem to use any dedicated matching gift tools.

The following chart from the report helps visualize the findings:

This graph shows matching gift software usage by vendor.

So what does this finding imply? More top-earning nonprofit fundraisers are trusting Double the Donation to empower their matching gift efforts than any other provider.

Not to mention, Double the Donation users scored more highly on the matching gift score chart overall compared to users of alternative software solutions.

Check out the full matching gift research report.

Download the full matching gift report here.

Wrapping Up

By analyzing the matching gift operational stats of top nonprofits, we can gain insights into best practices to follow and make a note of emerging trends in matching gift fundraising. From there, organizations like yours can learn from others’ successes and identify growth opportunities—then pursue those areas more effectively.

Interested in learning more about top matching gift strategies and best practices? Check out these additional resources to dive deeper:

  • The Matching Gift Research Report [From Top Nonprofits]. Check out the full study here! We referenced some of our favorite matching gift operational stats in this guide. However, the complete research report shares in-depth analysis of thirty leading nonprofit fundraisers that you won’t want to miss.
  • 14 Important Matching Gifts Questions You Need to Ask. Got questions? We have answers⁠. Explore the basics of corporate matching gifts and how to leverage the opportunity for your team in this guide. The more you know, the better you can optimize your nonprofit’s efforts to drive results.
  • 19 Matching Gift Companies with Impactful Programs. Get familiar with some of the most prominent matching gift programs and see if your donors work for these companies. View guidelines and initiatives for employers like General Electric, Coca-Cola, Home Depot, and more.

 Get a demo of 360MatchPro to make the matching gift process easier for donors.

Follow along as we break down digital marketing for nonprofits and teach you all there is to know.

Digital Marketing for Nonprofits Made Easy: A Helpful Guide

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Pretty much everything takes place on the internet these days: shopping, socializing, and even (you guessed it!) supporting charities. That’s why digital marketing for nonprofits is non-negotiable nowadays.

At Getting Attention, we work with nonprofits to amplify their missions through the Google Ad Grant, which is a form of nonprofit marketing. We have a pretty solid grasp of what effective digital marketing for nonprofits can do for causes like yours, which is why we’re here to help!

To help you establish your digital presence, we’ll walk through everything you need to know. Whether you’re a seasoned marketer or brand new to the game, there’s something for everyone. Here’s what we’ll cover:

Taking a smart approach to nonprofit digital marketing will empower you to expand your online presence and drive more support for your cause. Let’s start things off with the essentials.

Contact us to help harness the digital marketing potential of Google Ad Grants.

What is digital marketing for nonprofits?

Nonprofit digital marketing refers to all the online outreach strategies organizations use to promote their causes to current and prospective supporters. It involves any processes and tools used to attract donors, engage volunteers, and drive mission awareness online.

Common digital marketing channels nonprofits use include websites, social media, texting, and email. Nonprofits typically employ multiple outlets to promote their causes to as many individuals as possible, which is a strategy known as multichannel marketing.

To properly allocate their budgets to the most effective channels, a nonprofit’s marketing team will typically create a document known as a marketing plan. Within this document, they’ll outline the organization’s goals, branding standards, key performance indicators, core messaging, and tone.This is a general nonprofit marketing plan template.

Download Template Here

Why is digital marketing important for nonprofits?

As nonprofit marketers, we all know that establishing an online presence is vital to our success, but why exactly is that so important? How does promoting your cause online help push your mission forward?

Let’s explore the common benefits you can expect from a strong digital marketing strategy for your nonprofit.

Increase brand awareness.

Your current and prospective donors are already online every day, scrolling through social media, reading emails, and browsing Google. Establishing your online presence allows you to connect with these individuals and meet them where they are.

Nonprofit digital marketing is one of the easiest ways to fit into supporters’ everyday lives. Imagine this: someone’s scrolling through Facebook. Among the posts from family and friends, they see where one of their friends shared your nonprofit’s post about a new project you launched. They’re curious, click a link in the post, and explore your organization’s website to learn more. After reading about the program, they feel inspired to help make your project a success, and they sign up to volunteer.

That’s the power of nonprofit digital marketing! Plus, beyond spreading awareness of your nonprofit’s work, you can raise awareness of specific causes that deserve more attention from the public. Online awareness campaigns inform your audience of key issues you’re trying to solve and invite them to join in the fight by taking action. You can expand your audience almost effortlessly, especially thanks to the power of social sharing.

Break down geographical barriers.

One major benefit of digital marketing for nonprofits is that it allows you to connect with supporters across the globe. 

People are more accessible than ever before! You can easily post on social media, and it’ll instantly populate on supporters’ feeds. No need to wait for direct mail to reach them.

In comparison, traditional marketing is restricted by geography, and it’s costly and labor-intensive to launch a global marketing campaign. Digital platforms empower you to avoid those restrictions altogether!

Raise fundraising revenue.

Online donations are the most popular donation type. In fact, 63% of donors prefer to contribute to their favorite causes online. When you proactively promote your work online, you can raise even more to support your mission.

For starters, your website allows you to accept online donations in the first place. You can drive users here across all of your digital outreach.

Then, channels like email allow you to promote your website’s fundraising opportunities to engage existing donors. By using segmentation, you can deliver opportunities that specific groups are likely to be interested in based on their past giving history.

Social media allows you to cast a wide net and connect with new donor prospects. This is especially true when current donors share your posts and encourage their like-minded friends to donate!

And with platforms like Google Ads, you can tap into the billions using Google every day and choose keywords that target donors who are ready to give.

Recruit more volunteers.

Volunteers are some of your most loyal supporters. They’re the ones working on the ground to make your mission possible, and online marketing for nonprofits can play a vital role in boosting volunteer recruitment. Promote volunteer opportunities in your email newsletters, on social media, and via text.

Not to mention, the digital space opens up more volunteer opportunities than ever before. You can get creative and even have them do something as simple as partake in a peer-to-peer fundraiser.

Promote your services.

Connecting with beneficiaries is an important part of your success. Effective digital marketing for nonprofits allows you to connect with your beneficiaries and make sure they’re aware of your services. It also allows you to explain the work you’re doing to supporters.

Start by creating a page on your website that explains your services. Then, you can use different channels to promote this page and get your services in front of the right audiences.

For example, let’s say you want to boost adoptions for your animal shelter or promote your vaccination services. Google Ads are a great opportunity for amplifying this. You can choose relevant keywords like “adopt a cat” or “animal vaccination services.” Then, use geotargeting to promote your services to users in your area.

Make the most of your marketing budget.

If your organization is like most, you’re likely operating on a limited budget. It’s no secret that nonprofits are usually challenged to do more with less. The great part of leaning into digital marketing is that it has fairly low overhead costs, especially when you tap into grants for nonprofits like the Google Ad Grant.

Not to mention, some nonprofit digital marketing outlets have an incredible return on investment (ROI).

Our guide to Google Ad Grant impact shows that nonprofits see an average ROI of $4.78 for every dollar they spend on paid search ads. View-through revenue (AKA revenue from donors who saw but didn’t click on an ad) accounts for 35% of all giving sourced from digital ads.

With incredible numbers like that, it’s not hard to see why so many nonprofits invest in digital marketing!

Click to learn even more about how Google Ad Grants can boost your digital marketing efforts.

Common Types of Digital Marketing for Nonprofits

Now that you understand why digital outreach is vital to any modern organization’s success, you’re ready to dive into common channels.

We recommend taking a multichannel approach to nonprofit digital marketing, meaning that you should choose multiple outlets to promote your cause. While it’s tempting to choose all available outlets, it’s best to experiment and figure out what works best. That way, you won’t spread your efforts too thin.

Crafting meaningful outreach for each platform’s audience will allow you to grow your online presence more effectively. As you read about the different channels you can use, think carefully about which outlets will help you achieve your mission’s goals!

These are the most important nonprofit digital marketing strategies.

Search Ads

Of all the digital marketing methods, search advertising is certainly one of the most effective ones! Using Google Ads, you can amplify your website’s content for mission-centric keywords.

With this form of paid advertising, you choose the keywords you want to rank for and develop ads that promote specific content on your website. Then, Google will place your ads in strategic locations on the search results pages for the terms you bid on. Note that Google rotates through ads from different organizations, especially for competitive terms.

You have complete control over your ads, including everything from your ad copy to what landing pages you’ll promote. With a thoughtful Google Ads management strategy, you can:

  • Target people who are actively searching for your cause. Target keywords directly related to your mission, like “donate to ocean conservation” or “save the ocean.” That way, anyone who’s searching for your mission online will come across your website.
  • Share any content that will push your mission forward. You can educate people about your cause, share your volunteer registration form, boost donation opportunities, or amplify anything that’s important to your cause.
  • Connect with prospects in your service area. Use geotargeting to ensure your ads only appear for users in certain locations. That way, your content is only served to users who will find it useful.

Here are examples of ads found on the Google search results page for the search term “save the ocean”:

Here's an example of search advertising, which is a specific nonprofit digital marketing strategy.

Best of all, you can leverage this nonprofit digital marketing method for free with the Google Ad Grant. When you apply for Google Grants and are approved, you’ll receive $10,000 in free funding every month to spend on paid ads. Most types of nonprofits, such as churches, for example, can apply for the Google Ad Grant. However, there are some nonprofits that are not eligible, such as schools and hospitals.

Although, there’s a considerable learning curve that comes with the program. An agency (like Getting Attention) can step in to help out. Our experts will work with you to understand your nonprofit’s digital marketing goals. Then, we’ll craft a strategy that launches your nonprofit toward those objectives. From applying to the program to crafting your ads, we’ve got you covered!

Contact us to learn how you can incorporate the Google Ad Grant into your digital marketing strategy.

Online Greeting Cards

If you’re looking for a creative way to market your cause, online greeting cards might be just what you need. They provide an engaging way to spread the message about your mission and all the good work you’re doing. Plus, they get supporters in on the action.

You have a couple of options for leveraging digital cards as an online marketing tool. For one, you can offer them for free and encourage supporters to send as many as they want to their loved ones. Alternatively, you can sell them to supporters, which can incentivize them to give. Both are great options to inspire supporters to start a conversation about your cause.

Digital greeting cards are great nonprofit digital marketing tools.

Either way, you’ll need to brand them to your cause. Here are a few easy ways to do that:

  • Add your logo to the design. No matter what the occasion is, add the logo to the corner of each greeting card to connect it to your organization.
  • Use images related to your mission. For example, an animal shelter might create Valentine’s Day cards that feature pets up for adoption. If you work for a homeless prevention organization, you might design holiday fundraising cards that explain the card’s proceeds will provide housing during the cold holiday season.
  • Customize the message that will be sent with each eCard. Each card will have a message attached to it, providing the perfect chance to explain your mission and call readers to action. Encourage recipients to visit your site, donate, or take some other action.

With fun and eye-catching designs, eCards are more likely to be shared and talked about than traditional marketing materials. Plus, you can offer designs for every occasion. To spark some inspiration, you can offer birthday, holiday, thank-you, and tribute eCards.

Donors can share their favorite designs and express their passion for your cause to their loved ones. If your eCard fundraising platform enables multiple sending options, your supporters can send the cards via email, social media, or text, making it the perfect addition to your nonprofit’s digital marketing strategy.

Email Marketing for Nonprofits

When you first think about digital marketing for nonprofits, your mind might immediately go to email. Email is the bread and butter of most nonprofits’ online marketing strategies, because you can send customized outreach and send outreach directly to supporters’ inboxes.

Just like search ads, email accounts for an incredible amount of online revenue, clocking in at 15% of all nonprofit revenue.

As you add email to your nonprofit’s digital marketing repertoire, keep these tips in mind:

  • Create a compelling subject line. When someone’s scrolling through their inbox, your subject line will be what either reels them in or prompts them to delete the email without even opening it. Take time to craft a subject line that piques recipients’ interest and explains the content of your email.
  • Think through your design. Whenever someone opens your email, make sure it’s clearly associated with your cause and is organized effectively. Start by branding each email to your organization with elements like your logo, official fonts, and brand colors. Then, organize the email’s content using visual hierarchy techniques to draw readers’ eyes to important content.
  • Feature compelling content. Kwala’s guide to email newsletters explains that “the beauty of a nonprofit newsletter is that you can customize it to fit your organization.” Test out different types of content, like beneficiary stories, announcements about upcoming events, relevant news articles, and milestone updates.

However you approach your strategy, email is a must when it comes to digital marketing for nonprofits. These suggestions are only just a glimpse into email best practices.

Nonprofit Website Marketing

Digital marketing for nonprofits revolves around one core asset: your website.

A well-designed website will be a primary resource for anyone engaging with your cause online. It’s where supporters will get directly involved in your work by donating, signing up to volunteer, registering for an event, and reading educational materials about your cause.

With all that rides on an effective website, you’ll want to take plenty of time optimizing it to provide a valuable user experience. Whether you’re designing yours from scratch or overhauling your existing design, keep these tips in mind to craft a persuasive site:

  • Secure your website with HTTPS. Securing your site is a must for any website that collects private information. It’s also one of the Google Ad Grant website requirements. You want your donors and other supporters to trust you with their sensitive information, like payment details. Acquiring an HTTPS certificate will allow your site to encrypt any data transferred on your site. Explore our linked website requirements guide above to learn the exact steps for acquiring an HTTPS certificate.
  • Optimize your design for mobile users. Use a mobile-responsive content management system (CMS) for nonprofits. That way, your content will automatically resize for mobile users. You’ll also want to quicken your site speed by compressing images and removing extraneous HTML. A slow site speed is annoying for any user, especially those on mobile devices.
  • Design for accessibility. You want every prospect to be able to interact with your website, so make sure your site adheres to the latest Web Content Accessibility Guidelines (WCAG). You’ll need to take steps like adding alternative text to all your images and ensuring your site’s colors have a sufficient contrast ratio.

Once you’ve perfected your design, you can start to drive more traffic to your website by promoting it via search ads, email, social media, and any other nonprofit digital marketing outlet.

Social Media Marketing for Nonprofits

Social media is prominent for so many reasons. For one, it unlocks two-way communication, allowing you to interact directly with supporters in ways you can’t with other outlets. For example, you can like supporters’ posts about your cause and respond to comments on your page.

It’s also an incredible way to leverage social sharing and visual storytelling, thanks to its multimedia features. For example, a visual-centric social media platform is a great place to share a flyer with information about an upcoming fundraiser because it will capture the attention of social media users as they scroll. You can even tap into nonprofit digital marketing strategies like influencer marketing (which isn’t solely for for-profit businesses or social-media-obsessed teenagers).

A Breakdown of Different Social Media Channels

Facebook pioneered the way for nonprofits, acting as the first real social media outlet organizations could leverage. Now, nonprofits are using Instagram, Twitter, and TikTok to connect with their audiences. Any of those can be a valuable addition to your nonprofit’s digital marketing strategy.

As you get started, keep these pros and cons in mind for each platform:

  • Facebook has more than 2.96 billion monthly active users, making it the most popular platform. It’s great for long-form content, storytelling, and impactful multimedia like videos and photos. Content on this platform tends to be longer-lasting than other platforms, and Facebook offers some unique digital fundraising features, like Birthday Fundraisers as well as Facebook Ads. However, organic reach has dropped substantially compared to what it used to be.
  • Instagram has more than 1.3 billion monthly active users. Much like Facebook, it offers fundraising features like donate stickers for Stories and “support” buttons on profiles. You can post interactive Stories and lean into visual storytelling. Be aware that there are a lot of features users can leverage like Stories, Reels, and paid ads, which can be overwhelming if you’re not particularly tech-savvy.
  • Twitter is great for short-form content and shareability thanks to its retweet functionality. Plus, hashtags and trends make it easy for users to find trending topics. The downside is that tweets age out quickly. Thousands of tweets are published each minute, flooding people’s timelines with content.
  • TikTok is perfect for reaching younger audiences and inciting large-scale movements. It’s great for visual storytelling, trends, and shareability. However, this platform often requires a unique approach for nonprofits that want to incite change and maintain a professional image.

This chart breaks down the audiences, pros, and types of content for each social media channel used in digital marketing for nonprofits.

Choosing the right social media platforms will help launch your nonprofit’s digital marketing strategy forward. For the best results, consider the types of messages you share across each, and adapt your outreach to fit each platform’s audience.

Video Marketing for Nonprofits

As humans, we’re naturally drawn to captivating visuals. In fact, we process images much quicker than text. Not to mention, 91% of individuals prefer visual content to written content.

From TikTok’s meteoric launch in popularity to video publication tools on traditional social media, video storytelling has quickly become commonplace in digital marketing for nonprofits. As you test out this strategy, keep these tips in mind:

  • Share inspiring stories. Video allows you to put a face to your cause. By sharing testimonials from beneficiaries or volunteers, you can give supporters a peek into how your organization impacts lives.
  • Make the most of the first few seconds. Your videos need to capture viewers’ attention right off the bat. Billions of videos are published every day, so there’s a lot of competition for your supporters’ time. Create some sort of hook, question, or teaser to reel people in from the start.
  • Have a clear call-to-action (CTA). As with any nonprofit digital marketing strategy, you’ll need to provide clear next steps for supporters. Remember, your videos might be entertaining pieces of content that showcase your cause, but they must ultimately serve a bigger purpose. Display your CTA toward the end of the video, prompting your audience to donate, volunteer, or support your cause somehow.

The best part is that video marketing doesn’t have to break the bank. It can be as simple as picking up your smartphone and recording. Then, you can use video tools like Promo, Biteable, or Canva to craft beautiful videos for your nonprofit digital marketing.

Content Marketing for Nonprofits

Content creation and blogging are valuable nonprofit digital marketing assets for any organization. Well-written content empowers you to educate your audience about your mission, leverage SEO to bring in new leads, and tap into free PR when people share your content online.

Creating digital content for your cause can help you drive more value through your marketing. Here are some tips to get started:

  • Source ideas from volunteers, donors, and staff members. These individuals are closest to your cause and might have great ideas for what your audience would be interested in reading.
  • Vary your content types. For instance, your team might create detailed blog posts, informative ebooks, eye-catching infographics, or case studies showcasing success stories.
  • Consider your content’s design. How you present the content is almost as important as the content itself! Be conservative with fonts and colors to make content readable. You’ll also want to make your work scannable when possible by using headings, bulleted lists, and visual hierarchy techniques.

Informative and inspiring content can be a smart addition to your outreach. However, content creation can be time-consuming. Think carefully about how it plays into your nonprofit’s digital marketing strategy, so you don’t overexert your team!

Crafting A Nonprofit Digital Marketing Strategy

Take the time to craft your nonprofit digital marketing strategy carefully. From defining your exact goals to choosing the platforms you’ll use, there’s a lot you’ll need to do.

Remember, digital marketing for nonprofits is all about learning to do more with less. Being smart with your approach will allow you to connect with your audience on a deeper level.

Let’s walk through a few tips and tricks to keep in mind as you get started.

1. Set your digital marketing goals.

As with any endeavor, your nonprofit needs clear goals before investing time and money into its digital marketing strategy. What do you want to accomplish, and what will success look like after you’ve implemented your strategy?

Instead of choosing an arbitrary goal, choose one with concrete metrics attached. A good rule of thumb is to avoid non-definite adjectives like “more.” Consider these examples:

Goal #1: Increase social media engagement to acquire more volunteers.

Goal #2: Grow your nonprofit’s Instagram following by 500 people, and use that following to acquire 75 new volunteers by the end of the year.

Notice how there are clear metrics attached to the second goal, making it much clearer what success will look like.

To create goals that push your mission forward, we recommend using the SMART method, which stands for:

This graphic breaks down a SMART goal example for nonprofit digital marketing.

  • Specific: Be specific about the channels and methods you’ll use. While the first goal is arbitrary, the second goal is more specific in that it explicitly says your team will grow its Instagram following and use that following to source new volunteers.
  • Measurable: Ensure there are clear metrics attached to your goal for measuring success. In our example, metrics for success would include 300 new Instagram followers and 75 new volunteers.
  • Attainable: Don’t be too ambitious with your goal. Otherwise, you risk demotivating your team if they don’t reach it. Look at past performance as a starting point for your goal, and go from there!
  • Relevant: How will your goal support your mission and create additional value for your work? In the examples above, you’ll grow your volunteer list, increasing the power behind your programs.
  • Time-Based: Set an end date for your goal, whether that’s by the end of the year or by the end of a specific campaign. This will create a sense of urgency for your team.

By following this framework, you’ll create effective goals that lay a solid foundation for your nonprofit’s digital marketing strategy. Then, you’ll have a much clearer picture of the types of messages you’ll need to use to achieve these goals.

2. Craft the messages you want to share.

What key information do you want your audiences to know, remember, and share about your organization? Defining your key messages before pushing campaigns live is important for a few reasons:

  • Key messages keep your entire organization aligned. No matter who’s creating marketing collateral, they’ll be on the same page about what they need to say and how to say it.
  • Key messages help target different audiences. Your nonprofit interacts with different groups of people. You likely communicate with donors, volunteers, beneficiaries, and your general community. You can craft key messages for each audience to make sure you’re targeting the right audiences effectively.

When it comes to digital marketing for nonprofits, everyone on your team needs to know how to convey your organization consistently. Crafting key messages is how you’ll accomplish that.

An Example of A Key Message

So that you can see how this step looks in action, let’s walk through a quick example. Let’s say you’re leading the charge on digital marketing for a youth homeless shelter.

Key message: We protect the welfare of youth in our community through housing, hot meals, warm showers, mentoring, mental healthcare, and college admissions support.

  • For volunteers: You can work on the ground floor to hand out hot meals and collect resources from the community.
  • For donors: You can help us protect the welfare of our community’s youth by donating to housing, hot meals, water costs, mental health services, or college admissions support.
  • For youth mentors: You can provide mentoring to at-risk youth, giving them a familiar face as they overcome life’s obstacles.

Each of these key messages has the same purpose and underlying tone. They’re simply tailored to motivate each group.

3. Choose the right nonprofit digital marketing outlets.

With your key messages and marketing ideas ready to go, it’s time to choose the outlets that will best support your mission.

Remember, a multichannel approach is the smartest way to maximize your reach. Choose the outlets that make the most sense for your message and goals. Here are some tips to keep in mind as you do that:

  • Think through the audience for each platform. For example, TikTok is great for inspiring younger audiences, while email will help you capture the attention of slightly older audience members.
  • Tailor your message to each platform. It’s not enough to toss up the same message on every platform and call it a day either. This general approach won’t get you very far. Maybe you’ll use Facebook to share video content, a blog post to share a testimonial, email to send regular updates, and text messages to solicit donations.

Overall, think through which nonprofit digital marketing platforms you’ll use to reach the primary audience for your key messages. If you’re investing in paid advertising, give your team plenty of time to get set up. Then, strategize how you’ll adjust your key messages to suit each channel, whether paid or organic.

4. Start promoting your cause.

It’s time to push your messages live! Regardless of which channels and strategies you choose, spend plenty of time planning before moving forward. Here are some questions to ask as you prepare:

  • When will you send your nonprofit’s digital marketing messages?
  • Who will be responsible for carrying out these activities?
  • How much do we plan to spend on digital marketing for our nonprofit?
  • How does this support our organization’s overarching goals?

Pushing your messages live is a major turning point for your strategy. It’s when all your hard work comes to fruition.

As you start publishing your messages, remember to engage with supporters. After all, the ability to interact is the beauty of online marketing for nonprofits!

5. Track results by measuring KPIs.

As you gain momentum, it’s time to start analyzing results. Note that it might take time to gain traction, especially if you’re brand new to digital marketing for nonprofits.

Routine reporting will help you track performance and make adjustments to reach your goals. While there’s an abundance of metrics you can track, here are some common ones to kickstart your brainstorming:

  • Engagement KPIs: likes, time on page, open rate, bounce rate, comments, and video views
  • Brand Awareness KPIs: website traffic, keyword rankings, social shares, tags and mentions, referral traffic, and impressions
  • Conversion KPIs: online donations, online volunteer sign-ups, digital event registrations, cost of acquisition, number of quality leads, and number of new social media followers

When it comes to online marketing for nonprofits, you'll want to track the performance metrics in this chart.

We recommend establishing key performance indicators (KPIs) from the very start, so you can make sure you have proper tracking in place. Think back to the very first step as you choose your KPIs, ensuring the metrics you choose correlate with your goals.

Note that you’ll need to implement tracking tools to monitor most metrics. For example, social media comes with built-in tools, email requires the use of email marketing tools, and Google Ads requires you to use Google Analytics. Some analytics resources are free (like Google Analytics with a Google for Nonprofits account) while you’ll need to pay for others.

Ultimately, monitoring your metrics will allow you to make the necessary adjustments and ensure your nonprofit’s digital marketing is as impactful as possible. If your email open rates are dwindling, tweak your subject lines. If your Google Ads have a low CTR, experiment with better ad copy.

Wrapping Up

Thanks to digital marketing for nonprofits, you have the power to connect with more prospects than ever before. There’s no need to wait for direct mail to reach them anymore when you can send digital communications that instantly arrive in their inboxes or on their social media feeds.

By curating a strong nonprofit digital marketing strategy, you can inspire more supporters than ever before – no matter if they’re in your community or across the globe!

From video marketing to search ads, there are so many ways you can connect with today’s supporters. And if you want to add Google Ads to your marketing arsenal, we’re here to help. Getting Attention’s experts will work with you to understand your nonprofit’s online marketing goals and create a Google Grants management strategy that makes sense for you. Reach out to get started.

While you wait for your free consultation, continue exploring the world of digital marketing for nonprofits with these resources:

Get a consultation to talk about how Google Ads can strengthen digital marketing for your nonprofit.

In this post, you’ll learn how to compile donor prospect profiles.

A Quick Guide to Compiling Donor Prospect Profiles

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When it comes to finding new donors for your nonprofit, identifying prospects is just the first step. In order to transform a prospect into a dedicated, engaged donor, you have to cultivate them, getting to know them as an individual and laying the foundation for a lasting relationship.

Cultivation can be challenging, especially when you’re working with multiple prospects at different stages in the relationship-building process. How do you make every interaction as productive and personalized as possible? How do you remember everything you learn about individual prospects?

Here’s your answer: donor prospect profiles. According to DonorSearch, prospect profiles “contain all of the relevant data gathered during the prospect screening process…as well as any other details that a prospect researcher deems important for gift officers to know during the cultivation process.” Essentially, donor prospect profiles serve as your organization’s ultimate source of truth for every prospective donor you’re working with.

In this quick guide, we’ll take a closer look at the process of compiling donor prospect profiles to use for a successful cultivation process. Let’s jump in!

Why You Should Compile Donor Prospect Profiles

Donors don’t want to be viewed simply as ATMs for your nonprofit, especially if they’re just hearing about your organization and its cause for the first time. In order to make a strong connection with a prospect, you have to demonstrate that you’ve done your homework to get to know them as individuals.

On top of helping you build genuine relationships, donor prospect profiles make your cultivation work easier. For example, relying on profiles for contact information and communication preferences can help you build outreach processes that your prospects will respond well to. Likewise, using what you’ve discovered about a prospect’s philanthropic giving history, you can make more informed donation and engagement requests.

Plus, as you get in the habit of actively recording and organizing information about prospects, you’ll develop a greater understanding of your nonprofit’s community. Having a better grasp on your community’s needs, motivations, and preferences will empower you to tailor your marketing efforts and other operations to your knowledge about the people who make furthering your mission possible.

What to Include in Prospect Profiles

During the prospecting phase, you’ll gather lots of information about prospective donors. Let’s walk through what information you should include in your prospect profiles and how to organize it.

There are seven focus areas you should organize your information under:

1. Introductory Details

This section of a profile should serve as a quick view of the current status of a prospect. Think of it as the section you should look at if you don’t have time to look at anything else. It should include the prospect’s:

  • Name
  • Date of Most Recent Interaction
  • Giving Status
  • Summary of Past Interactions
  • Next Moves

This section, primarily the “Summary of Past Interactions,” “Giving Status,” and “Next Moves” categories, should be updated often to reflect your most recent work with the individual.

2. Basic Details

This part of a prospect profile focuses on contact information, like:

  • Full Name
  • Preferred Name or Nickname
  • Phone Number
  • Address
  • Email
  • Birthdate

Since this section contains information that will likely change over time, make sure to practice good data hygiene by keeping everything accurate and up-to-date. You may even consider having your data appended to ensure you have the most useful contact information available.

3. Personal History

The personal history section will include capacity and affinity details gathered from the prospect research process and can guide you in your relationship-building activities with prospects. Here’s what it should include:

  • Alma Mater(s)
  • Degree(s)
  • Connections to Foundations
  • Real Estate Holdings
  • Public Stock Holdings
  • Social Club Memberships
  • Community Involvement
  • Hobbies and Other Interests

This information can also be helpful as you look for additional ways to involve prospects in your work beyond just donating. For example, if you learn that one of your prospect’s hobbies is graphic design, you might ask them to help you fine-tune your nonprofit’s visual brand. Or, if you learn that they attended a school that you partner with, you might invite them to volunteer with your organization at that school.

4. Familial Information

Depending on your organization’s mission and focus, it may be useful to include a familial information section in your prospect profiles that lays out:

  • Name of Spouse
  • Spouse’s Philanthropic Ties
  • Spouse’s Professional Affiliations
  • Key Details on Children
  • Key Details on Other Relevant Relatives

Philanthropic work is often something that prospects enjoy engaging in with their loved ones. Knowing a thing or two about their families can help you spot relevant opportunities to involve them in your work, further strengthening your relationship with your prospect.

5. Professional Affiliations

This section will help you discover more about a prospect’s giving capacity and uncover valuable connections. In it, include these details:

  • Employer
  • Employer Address
  • Position
  • Work Email
  • Work Phone Number
  • Estimated Salary
  • Years with Employer
  • Relevant Employment History
  • Relevant Business Contacts

As you assemble this information, be sure to look into whether the prospect is eligible for corporate philanthropy opportunities, like matching gifts.

Re:Charity’s matching gifts guide explains that matching gifts are a form of corporate philanthropy in which employers financially match donations their employees make to nonprofits. Educate your prospect and donors about matching gift opportunities and help them use a matching gifts database to check their eligibility.

6. Organizational Connections

The organizational connections section should focus on your prospect’s history with your nonprofit. It will include the following information:

  • Date of Last Gift
  • Amount of Last Gift
  • Total Number of Donations
  • Average Gift Size
  • Current or Past Board Membership
  • Hours Volunteered
  • Relationships with Others Involved in Your Organization

If a prospect is brand new to your nonprofit, this section may be blank, and that’s okay! Be sure to fill it out as they get more involved with your work.

7. Philanthropic Ties

This final section will lay out the prospect’s involvement with other charitable organizations. Pay attention to whether the prospect has been involved with causes similar to yours—this can be a great indicator that they’ll be excited to support your organization!

Here’s what you should include in this section:

  • Charitable Giving Elsewhere
  • Volunteering Elsewhere
  • Board Membership Elsewhere

Remember, many donors are willing to support multiple nonprofits at the same time, especially if they’re passionate about a specific cause. So, don’t be afraid to reach out to donors who are currently involved with other organizations—they will likely be interested in getting involved with yours, too!

When to Compile Prospect Profiles

Clearly, prospect profiles provide a wealth of information about potential donors that you can use in a variety of ways—whether you’re meeting with them for the first time, designing a donation appeal, or figuring out how to thank them for a contribution in a meaningful way.

But what situations call for the creation of donor prospect profiles? You should create profiles when:

Compiling donor prospect profiles before launching a big project or when you want to strengthen an existing program will help you approach the process with more information to support every step you take.

Also, think of donor prospect profiles as living documents that you should update and return to often. Ensuring that all of the information you have on individual prospects is accurate and actionable will make it easier for you and your team to rely on profiles as a resource that will help you make progress with cultivating new donors.

Your priority when you discover a new potential donor should be getting to know as much about them as you can and building out a full prospect profile for them. This profile can serve as a key reference and guide every interaction you have with a prospect along the way to their first major donation. Use these tips to get started with creating donor prospect profiles today!

Learn all about the Google Ad Grants website policy in this guide.

Demystifying the Google Ad Grants Website Policy: A Guide

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In a word, the Google Ad Grant is transformational. The program has completely altered the way nonprofits market their causes. By breaking down geographical barriers, any organization that meets the Google Ad Grant requirements can reach more donors than ever before without blowing its marketing budget.

In fact, search ads (like Google Ads) have the highest ROI for nonprofits using paid advertising, according to Nonprofits Source. That’s primarily due to the program coordinators giving away over $10 billion in free ad credits to nonprofits since 2003.

Pretty incredible, right? However, if you’ve taken a look at the Google Ad Grants website policy, you’ve likely grown a little confused. You may ask, “What does a ‘high-quality website’ look like?” Or you might wonder, “What can I do to make Google approve my nonprofit’s website for the program?”

We’re here to answer all your questions! We’ll dig into the Google Ad Grants website policy, so you can bring your website up to code and get your application approved the first time. We’ll even provide a convenient checklist for your team to use! Here’s what we’ll cover:

Before we begin, know that Google doesn’t aspire to limit participation. The Google Ad Grants team wants nonprofits to succeed with their digital marketing. That’s why they offer the program! They simply want participants to deliver high-quality content that inspires users to take action, rather than letting advertisers market any and all content on their websites.

If you want an extra pair of eyes to review your website’s quality, our Google Ad Grant experts are here to help! The team at Getting Attention works one-on-one with nonprofits to apply for and make the most of the program. That includes checking your eligibility and strengthening your landing pages.

Get a free consultation with Getting Attention to align your website with the Google Ad Grants website policy.

Why Does Google Require High-Quality Websites?

You’ll use the Google Ad Grant to drive traffic to content on your website. Because of this, Google requires you to meet a series of website-specific requirements to be deemed eligible for the program.

Applying for the Google Ad Grant is really a two-part process. The first part involves having your website checked. That way, you don’t waste time setting up your Ad Grants account when your website actually needs a lot of work to be considered high-quality.

With the Google Ad Grants website requirements, Google strives to deliver a positive experience to its users. Poorly-written content and outdated designs might reflect poorly on Google if they allow advertisers to promote low-quality content. Plus, if your website seems outdated and unprofessional, visitors will feel less inclined to donate, volunteer, or take any other action.

Let’s not strictly talk about how poor websites can negatively impact the program and your ad performance. Instead, let’s take a look at the brighter side of following the Google Ad Grants website policy!

A high-quality website will help you:

  • Drive more traffic to your content
  • Develop meaningful relationships with prospects
  • Generate real results for your cause

Users who come across your site from a Google Ad will respond more positively to a fresh, inviting website that features helpful content. Ultimately, adhering to the website policy will empower you to make the most of your $10,000 each month. Plus, following the Google Ad Grant rules will also help bring you up to code with 501(c)(3) website requirements.

Breaking Down the Google Ad Grants Website Policy

Enough simply talking about why you need to follow the website requirements! Let’s get into the nitty-gritty of the Google Ad Grants website policy. That way, you can see if your site measures up and make the necessary adjustments if it doesn’t.

If you need help confirming your eligibility after exploring the sections below, reach out to our Google Ad Grant experts! We’re more than happy to confirm whether your website is high-quality and work with Google to get you approved for the program.

Requirement 1) Domain Ownership

Owning your nonprofit’s website domain is the most basic website requirement that Google requires nonprofits to meet.

A domain name is a series of letters and numbers that someone will type into the search address bar to find your website. What it means to “own your domain” is that you need to purchase the domain on which your website is hosted and that you will drive traffic to via Google Ads. Your URL should look something along the lines of nonprofitname.org rather than nonprofitname.wix.org or nonprofitname.squarespace.com.

The Google Ad Grant requirements state that you must own your nonprofit website's domain.

To register a domain for your nonprofit, you’ll need to find a domain name registrar like GoDaddy or Google Domains, determine that your desired domain name is available, and then purchase that domain name from your provider.

Requirement 2) Website Security

As another basic Google Ad Grant website requirement, Google requires applicants to have secure sockets layers (SSL) certification.

What this does is encrypt any data that’s transferred on your site. So, let’s say someone’s donating. When filling out your donation form, their name, address, payment details, and any other sensitive information will automatically be encrypted.

Installing an SSL certificate is usually free or low-cost, and it’s a great way to build trust with visitors. As explained in our Google Ad Grants application guide, you can quickly verify whether a site has an SSL certificate by looking at the URL. “If the web address begins with https instead of http, that indicates that it’s SSL-certified. Google Chrome will even mark sites that don’t have an SSL certificate in the address bar as ‘Not Secure.’”

One of the Google Ad Grant requirements for websites is to have an SSL certificate.

To obtain an SSL certificate, you’ll need to follow a few steps:

  1. Choose a Certificate Authority, which is an entity that issues SSL certificates. Popular examples include GoDaddy and Symantec.
  2. Generate a Certificate Signing Request (CSR). You’ll need to generate this file on your web server before requesting an SSL certificate from a certificate authority. The information in this file will provide the certificate authority with what they need to issue your SSL certificate.
  3. Submit the CSR to Your Certificate Authority. Go to your certificate authority’s website and proceed to purchase your SSL certificate. During checkout, you’ll have to submit the CSR file you generated.
  4. Await validation and install the certificate on your website. When ready, the certificate authority will send you an email allowing you to access your SSL certificate. Know that installing your SSL certificate depends on the operating system on which your site is hosted. You might need to contact your website host for more details or see if there are any instructions published online.

Beyond building trust with users, Google also uses SSL certification as a ranking factor. The search engine amplifies websites with SSL certificates, so having one means you can boost your organic traffic.

After installing your SSL certificate, take security up a notch by limiting your plugins, links, and embedded objects to only what is secure and trustworthy.

Requirement 3) Unique, Substantial, and Promotable Content

The Google Ad Grants website policy explains that your nonprofit website must have “substantial content.” It also states, “Your site’s content must be unique to your organization.” In other words, you need to create your own content and a lot of it!

To start, single-page websites (AKA websites with just a homepage) aren’t acceptable. You’ll need to create plenty of pages related to your work, and these pages should be considered “promotable.”

What this means is that your pages or posts should each cover a single, well-defined topic related to your organization’s work. Some examples include ‘About’ pages that explain your work, donation forms, volunteer registration pages, and educational articles connected to your mission. This will give you content to promote with your Google Ads.

Whether you’re creating new content or enhancing existing content, here are some steps to get started to help you adhere to the Google Ad Grants website policy:

  • Identify the goal of your content. What problem are you trying to solve for the user? For instance, maybe someone wants to learn about fighting climate change, so you’ll provide them with an article that provides plenty of options, like recycling and donating to your nonprofit.
  • Choose your keywords. Each ad will have associated keywords. No one really knows how Google determines the quality of a page, but SEM experts (like those at Getting Attention) have some insight into what they’re looking for. Start with broad search queries and narrow them down to be more specific. Then, incorporate your keywords into the copy and headings on your page.
  • Write your content, providing plenty of information. Creating your content is where you can let your expertise and creativity flow! Essentially, provide enough information to cover the page’s topic. For blog posts and news stories, we recommend aiming for at least 1,000 words to cover your topic sufficiently. Core pages related to your work can be shorter but should still provide plenty of information for readers.
  • Incorporate multimedia. This will create engaging content that keeps users on the page. Get creative here by incorporating photographs, graphics, videos, charts, diagrams, and anything else that gets your point across. You want readers to be engaged the second they click your ad and visit your site.

Not only will these tips help you adhere to the Google Ad Grants website policy, but they can help boost your organic rankings too! Creating plenty of content that meets users’ needs will transform your nonprofit’s website into an SEO-friendly site.

Requirement 4) Mission-Related Content

The Google Ad Grants website policy requires nonprofits to have “a robust and clear description of [its] organization, mission, and activities.”

That means you’ll need to feature content about your mission and the work you’re doing to achieve that mission. It’s a smart idea to include some of your credentials as well. This will ultimately position your website as trustworthy and build trust with users.

Here’s some mission-related content we suggest you publish on your website:

  • A statement of your nonprofit status and your organization’s EIN: This information is public record — anyone can look it up on the IRS website or on GuideStar. In other words, there’s no privacy issue with publicly displaying your EIN. Place this information in your site’s footer, so it’s available on every page like the World Wildlife Fund did:
    To meet the Google Ad Grant requirements, put your EIN in the footer of your website like this example from WWF.
  • A page with staff members or board members: Potential supporters love to see the people behind the steering wheel of the causes they support. Create a page that features nonprofit leadership and their credentials.
  • Links to annual reports, your File 990, and financial audits: Prospects like to see that the nonprofits they support are responsible stewards of money before giving. Plus, United States federal law requires tax-exempt organizations to make 990s accessible. Include links to documents like your File 990 and annual report on your website.
  • An events page with an updated list of events: The Google Ad Grants website policy explicitly mentions that participating nonprofits must feature their upcoming events. We recommend that you create an events page with a calendar of upcoming events along with registration links to meet this requirement.
  • An ‘About’ Page featured in your navigation bar: Create an ‘About’ page that features a robust and clear description of your organization, mission, and activities. Make sure you answer key questions like where your nonprofit is located, who it serves, and how it serves those individuals like Kiwanis International did:

Create an About page to make sure you meet the Google Ad Grant requirements for websites.

Featuring sufficient mission-specific details will help you adhere to the Google Ad Grants website policy and prove to visitors that your organization is reliable. The suggestions above are a great start!

Requirement 5) Positive User Experience

The Google Ad Grants website policy lists a few different rules that directly impact the user experience (UX) of your site.

A positive user experience is what will ultimately lead to conversions when marketing your cause, whether you’re trying to boost donations, volunteer registrations, or something else. Here’s a breakdown of the Google Ad Grant website requirements that specifically impact UX:

  • No broken links: A broken link leads to a page that no longer exists on your website. This can be frustrating for users. Anytime you take down a page, implement a redirect to a current page. For example, let’s say you have a page that highlights your current capital campaign. Once the deadline passes, you might take the page down and redirect it to your donation form or your calendar of events page.
  • Clear navigation: Approach your site as if you’re a first-time visitor. What content would you look for to learn more about the organization? Use your answer to create a clear navigation menu that features your most important pages. This might include your ‘About’ page, donation form, calendar of events, and so on.
  • Clear calls to action (CTAs): When a reader feels inspired by your content, they need to know what their exact next step is. That’s where clear CTAs come into play. You’ll want to consider placement and wording. Most nonprofits include donation buttons in their navigation menus. You can also include them in prominent locations, like on any page you’ll promote using the Google Ad Grant. In your CTAs, use simple, impactful phrases like ‘Donate now’ or ‘Volunteer today.’

In the example below, notice how The Humane League features a concise navigation bar with its most important pages. There are also clear donation CTAs in the navigation bar and in prominent locations across the site, like their homepage.

This nonprofit website has clear navigation, helping it follow the Google Ad Grants website policy.

Prioritizing your site’s UX means that when people click on your Google Ads, they’re more likely to have a positive time exploring your site. In turn, they’re more likely to follow through and take the next step to support your work.

Requirement 6) Quick Site Speed

To qualify for the Google Ad Grant, you’ll need to quicken your site’s speed so that it loads quickly. And while quick load times also enhance the user experience, we thought it was best to cover this Google Ad Grant requirement in a bit more depth.

So what exactly is a quick site speed? Well, Google doesn’t define the exact number of seconds in which your site needs to load. However, you can use statistics to estimate whether your site is considered “quick.”

For example, Portent’s site speed study estimates that the first five seconds of page-load time have the highest impact on conversion rates. Plus, a site that loads in 1 second has a conversion rate that’s 3x higher than a site that loads in 5 seconds.

To test your site speed, use free tools like PageSpeed Insights. It’ll check your website, then displays a list of recommendations on what to fix (but not necessarily how to fix it).

If your website speed seems a bit high, we recommend you avoid overloading your pages with massive images and auto-playing videos. These can slow down your pages. You’ll also want to compress your images, reducing their file sizes. At any point, your Google Grants manager can step in to provide advice for tackling load-speed issues.

Requirement 7) Limited Ads and Commercial Activity

Long story short, you need to make your mission the primary purpose of your site. The Google Ad Grants program is very clear about not permitting commercial activity unless it directly supports your work.

Here are a few key points to make sure your site follows the Google Ad Grants website policy:

  • Serve the public. Your nonprofit’s website should make it clear that your nonprofit serves the public and not only those who pay for services or products. If your primary goal is to sell products, sell services, offer consultations, or generate leads, you likely won’t be eligible for the grant unless you’re transparent about how these commercial activities support your ability to serve the community.
  • Remove irrelevant ads. To be accepted into the program, you need to limit ads. It’s best to avoid advertising altogether. If you display any ads, they must be relevant to your cause and unobtrusive to users, though. If you have ads that distract users, you might violate the Google Ad Grants website policy.
  • Don’t make money from ads. While participating in the Google Ad Grants program, you also can’t use Google AdSense or affiliate advertising links on your website.

If you’re disapproved based on the commercial policy, reassess how you promote your services. If your organization comes across as a for-profit entity, you have some work to do on your site. It should be clear that you offer real services and support to your community.

Requirement 8) Google Analytics

While not listed under the Google Ad Grants website policy, installing Google Analytics on your website is one of the program’s requirements.

Google Analytics is a free program that tracks users’ interactions with your website. Google requires participants to install Google Analytics as a way to track ad and website performance. It provides helpful insights like:

  • Goal reporting. Within the Google Ad Grant compliance requirements, Google states that you must report at least one meaningful conversion per month. Google Analytics allows you to track and report on goals. Set goals like donations, email signups, volunteer registrations, event signups, and more. Then, see which pages on your website help you achieve these goals.
  • Web traffic. See how people find your website, such as through Google Ads or social media. You can view which devices your visitors are using. Also, you can compare past and present web traffic to see whether your site’s performance meets your expectations.
  • User engagement. See the average time that your visitors spend on your website, what pages they view, and other vital information. This will help you determine which pages drive results and which aspects of your site need work.

Installing Google Analytics takes a few steps to set up. If you need help, talk to our Google Ad Grant experts here at Getting Attention about getting started.

Get a free consultation!

A Checklist of the Google Ad Grants Website Policy Requirements

That’s a lot of information to take in! But now that you understand the Google Ad Grants website policy, you can walk through your organization’s site and see if it meets those standards.

We’ve condensed the requirements down into a convenient checklist that your team can use as you prepare your site for your application. Click below to download your free copy and make sure your site is on par with the program’s website requirements!

Download our checklist to make sure your website meets the Google Ad Grant requirements.

If you’re not sure whether your website measures up to these requirements, don’t hesitate to reach out to our team! We can walk through your website, provide recommendations, and work with Google to get your organization approved for the Ad Grants program.

In the meantime, download the complete checklist and start improving your website, so you can get approved for the program!

Download the checklist for free!

Website Not Up to Code? Reach Out!

We make it our mission to help nonprofits get the most out of the Google Ad Grant. That starts with applying for the program and acquiring the grant!

If you’re unsure whether you’re eligible after exploring our checklist, reach out for a free consultation. We’ll work with you to confirm your nonprofit’s eligibility and bring your website up to code with the Google Ad Grants website policy. After all, your nonprofit’s website is one of the most crucial parts of your Google Ad Grants strategy (and digital marketing strategy altogether)!

While waiting to meet with our team, explore these resources to dive further into the wonderful world of Google Ad Grants:

Get a consultation to make sure your website is up to par with the Google Ad Grants website policy.

Elevate your small business marketing strategy with these tips.

4 Marketing Tips to Help Your Small Business Stand Out

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It can be difficult for small businesses with limited resources and reach to stand out from the competition. That’s why developing a robust marketing plan is essential to building your brand, growing your business, and ensuring that your services are made available to as many customers as possible.

Whether you own a pet store, dance studio, or flower shop, these four tips will help you market your mission and raise meaningful support for your small business.

1. Invest in marketing software

Chances are you already use software to complete transactions, manage payroll, and store customer data. By adding marketing software to your tech stack, you can optimize campaigns, tap into your target markets, and convert more leads into sales.

To ensure a positive return on investment, Gingr recommends a marketing solution that allows you to:

  • Track customer engagement. Invest in a solution that provides built-in tools for tracking and analyzing how customers interact with your deliverables. These insights will help you improve future outreach.
  • Segment customers into unique groups. By categorizing customers into groups based on shared characteristics, such as demographics, level of loyalty, or geographic location, you can be sure you’re sending relevant information to the right people.
  • Use custom templates to streamline outreach. Custom marketing templates allow you to send important updates directly to customers without having to write the copy from scratch.

With software dedicated to supporting your marketing strategy, you can spend less time worrying about outreach and more time building meaningful relationships with your customers.

2.  Get to know your audience

Identifying a target audience helps your small business focus its marketing efforts and dollars on the people who are most likely to invest in your products or services. Employ these strategies to ensure that your marketing materials appeal to the unique needs and interests of your ideal customers:

  • Analyze competitors. Research similar businesses in the area, and evaluate who their customers are. Depending on if these businesses are more established in the area than yours, you may want to consider tailoring your offerings and marketing to a different customer base than your competitors. While there may be some overlap, this exercise will help you stand out. For example, if you’re running a massage business, you can set yourself apart by focusing on aromatherapy if nearby practices don’t offer this service.
  • Perform prospect research. Prospecting is the process of using your customer relationship management system (CRM) to identify potential customers who have the financial ability and interest to support your business. If your database is updated and organized, you should be able to quickly scan through it to find important information about your target audience.
  • Create customer personas. Once you better understand who your target audience is, create customer personas to represent the different types of clients who walk through your door. For instance, if you’re a dog trainer, you might create customer personas for your experienced dog owner audience and your new dog owner audience. Then, you can tailor your communications according to their preferences and interests.

Now that you have a target audience in mind, you can make informed decisions about which marketing channels, messaging, and branding to use to solicit their support. Carefully consider the kind of advertisements that would most appeal to this niche, and create marketing materials that reflect your customers’ interests.

3. Leverage multichannel marketing

If you want to effectively promote your small business, consider adopting a multichannel approach to marketing. Multichannel marketing uses several different touchpoints to reach your target audience on their preferred platforms and attract the attention of as many supporters as possible.

Your organization’s website should be central to your outreach efforts. Create web pages dedicated to the various aspects of your business, such as an “About Us” page that summarizes your vision and an e-commerce store that offers integrated payment processing. Then, link back to these resources across your other communication channels, which may include:

  • Email: Consider sending out a monthly email newsletter with important updates, information, and reviews on your products and services. Encourage recipients to open your message with a short, eye-catching subject line like “A quick update from our company: What’s new?”
  • Direct mail: Sending event invitations, informational flyers, and customer appreciation letters through the mail can result in high response rates when given a personalized touch. Address supporters by name and include relevant information about their connection to your small business. Then, include a QR code that recipients can scan to access your website, sign up for your email newsletter, or follow your social media accounts.
  • Social media: If you want to expand your social media presence across Instagram, Twitter, Facebook, and TikTok, NXUnite suggests reaching out to industry leaders who already have a large following and asking if they’d be willing to share your content with their own networks.

One channel isn’t enough to market your small business. By maximizing your reach, you’ll remain at the top of your current and potential customers’ minds.

4. Launch a referral program

A referral program encourages current customers to refer their friends, family members, and peers to your business in exchange for a reward. These programs are relatively low-cost and effective, as 64% of marketers agree that word of mouth is the most effective form of marketing. After all, people trust the opinions of family and friends when buying a new product or considering a new service more than they would trust paid advertising.

When designing a referral program, you should:

  • Establish clear rules. Create criteria for entering the referral program, and plan for potential contingencies to ensure your referral program is mutually beneficial for your business and customers. For example, you may set a maximum number of referrals per year to conserve the time, money, and resources you spend on rewards.
  • Offer enticing rewards. Your rewards should excite customers and motivate them to promote your brand. Consider providing branded merchandise, discounts, free services, or package add-ons. Aside from incentivizing your customers to participate in the program, these gifts are also a great way to show your appreciation for their referrals.
  • Market your referral program. Create a memorable slogan or tagline to describe your referral program and encapsulate your brand, such as “Refer a friend to our pet grooming business and earn 10% off your pet’s next haircut.” Then, share it with your customers, and encourage them to spread the word to their peers.

If managed properly, a referral program should engage existing customers while broadening your supporter base. Be sure to promote your referral program on your business’s website and checkout page so your customers can easily learn about this opportunity.

Work with your entire team to ensure that these marketing strategies align with your larger goals, budget, and vision. Whether you’re looking to market an upcoming event or raise brand awareness in the community, investing in a robust marketing plan will help your small business succeed in an increasingly competitive landscape.

Author: Casey Dorman

Hi, I’m Casey! I’m the Sales Manager at Gingr software.  Originally from Indianapolis, I now live in Colorado with my wife and dog, Dexter.  Our hobbies include hiking, skiing, and visiting local breweries.

The title of the article: Digital Fundraising for Nonprofits: 10+ Key Strategies

Digital Fundraising for Nonprofits: 6 Key Strategies

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Nonprofits need strong digital fundraising and marketing strategies to create healthy revenue streams that keep their organizations going. But, with so many nonprofits competing for visibility online, standing out can be a challenge.

To help launch your fundraising strategy, this guide will explore:

Getting started, let’s first look at exactly why your nonprofit should go digital. 

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

Digital Fundraising Benefits

Almost every nonprofit has some online presence, but not every organization has a dedicated digital fundraising strategy planned out. After all, any nonprofit can decide to occasionally send a few emails or make a couple of social media posts.

However, with a cohesive strategy, your nonprofit can better reap the benefits of digital fundraising, which include:

  • Larger audience. Posts online travel far further than flyers hung up in your town square. While you shouldn’t neglect your local outreach efforts, a digital fundraising strategy lets you connect with both near and far-flung supporters, all at the same time.
  • Streamlined giving process. Giving online should be as easy as visiting your nonprofit’s donation page, filling out a few entry fields, and pressing submit. Digital fundraising lets donors give in seconds and allows your nonprofit to receive funding almost immediately.
  • More giving opportunities. Digital fundraising comes in many different forms, meaning your supporters have options when it comes to giving. They might tap into matching gifts, set up a recurring gift, or pledge to a friend fundraising on your nonprofit’s behalf.

Traditional fundraising still has its place, especially when it comes to direct mail and in-person events. When you combine these methods with your digital fundraising strategy, you can grow your nonprofit’s donor base, build relationships with your current supporters, and earn more donations both at home and from donors abroad.

Digital Fundraising Ideas

1. The Google Ad Grants Program

Your nonprofit can guarantee a desirable spot on search engine results pages (SERP) by applying for the Google Ad Grants program. This program awards nonprofits up to $10,000 in free ad credits that they can spend to secure prime advertising space on the SERP every month. To get started, all you need to do is:

  • Sign up for a Google for Nonprofits account. Google for Nonprofits is a free philanthropic program offered by Google for almost all types of nonprofits. Organizations accepted into the program get access to a variety of Google’s products for free.

Gain access to these products and the Google Ad Grants application through Google for Nonprofits.

  • Prepare your website. Google wants to recommend high-quality websites to its users. As such, it has a few standards for organizations in the Google Ad Grants program. These include owning your website domain, having SSL certification, and hosting original content related to your mission.
  • Apply for the Google Ad Grants program. Once you feel your website is ready for review, submit your Google Ad Grant application. This application asks basic questions, like what your website URL is and what your organization plans to do if accepted into the Google Ad Grants program.

If you need help applying for the Google Ad Grants program or managing your account once approved, we recommend working with a Google-certified Google Ad consultant, like us!

For more insight into what it’s like to work with a Google Ad Grant agency, check out this video from our team at Getting Attention:

Add $120,000 to your nonprofit's annual marketing budget with the Google Ad Grant. Learn how our agency can help!

2. Search Engine Optimization

Boost your fundraising website’s visibility by updating it according to search engine optimization (SEO) best practices. SEO is the process of improving your website’s content to align with Google’s search algorithm’s ranking factors. Doing so improves the chances that your content will rank highly on search engine results pages (SERP).

In other words, SEO ensures that your digital fundraiser’s website ranks highly on Google, earning your campaigns more exposure.

If you aren’t tech-savvy and don’t have much room in your marketing budget, don’t worry. Updating your website to align with SEO best practices is free, and there are many resources to help you get started. According to Google, these elements determine your SERP ranking:

  • Website security
  • Mobile friendliness
  • Load speed
  • Quality of on-site content
  • On-page organization of content
  • Accessibility to visitors of all abilities

SEO shouldn’t be your go-to strategy for one-off campaigns. Instead, it’s a long-term investment in improving the overall quantity and quality of traffic to your website. In particular, nonprofits that sell products or services (like curriculum or certifications) tend to do well with SEO as they are selling their products for the foreseeable future, and making a sale doesn’t require the relationship-building that fundraising does.

3. Peer-to-Peer Campaigns

Rather than doing all of your fundraising yourself, get your supporters to help out with a peer-to-peer fundraiser. In a peer-to-peer campaign, supporters fundraise on your behalf to their friends and family, often leveraging social media, email, and other digital platforms to promote your cause.

To get started, you’ll need peer-to-peer software. Peer-to-peer fundraising software provides participants with their own landing pages that they can customize however they want to promote your nonprofit. This might involve sharing their stories, posting photographs, or sharing research from your nonprofit.

Supporters who donate through these pages are both giving to their specific friend or family member and donating to your nonprofit at the same time. You can also allow participants to join a fundraising team and assign roles with special privileges, such as team captain.

4. Virtual Events

Hosting remote or hybrid fundraising events is easier than ever due to the affordability and user-friendliness of digital event management solutions. Consider expanding your audience and fundraising potential by adding a remote component to these traditionally in-person fundraising ideas:

  • Silent auction
  • 5K walk/run
  • Gala
  • Dinner party
  • Movie watch party
  • Meet-and-greet with beneficiaries
  • Networking event
  • Webinars and panels with nonprofit experts
  • Q&A sessions with the executive director or board president

A simple way to add a remote element to your event is to gather attendees on a video call. Video conferencing software is widely available, so all your attendees can easily make accounts and participate. Also, some platforms even have nonprofit discounts, helping save your nonprofit valuable operating costs.

5. Texting Campaign

Text messaging is fast and convenient for both your nonprofit and your supporters. With a texting campaign, you can:

  • Launch a text-to-give fundraiser. Text-to-give is one of the most convenient ways to donate. Text-to-give services provide your nonprofit with a phone number supporters can text a specific word or phrase to along with a donation amount. That amount will go to your nonprofit right then and there, and the supporter will pay for it later in their monthly phone bill. Just make sure to choose a text-to-give keyword that’s easy to remember and type!
  • Send text messages to drive action. When compared to other digital marketing channels, like email, text messages have very high open rates. This makes them useful for sending short calls to action to your supporters, such as urging them to donate or register for your upcoming fundraising event.
  • Provide quick updates. For other digital fundraisers, it’s helpful to have texting communication in your back pocket as a strategy for getting in touch fast. For example, you might let supporters know when there are just a few hours left in your matching gift challenge campaign or when you’re about to run out of limited merchandise.

If you want to get started with a texting campaign but are missing supporters’ phone numbers, consider conducting a phone number append. Appending services look at your donor data to identify missing and outdated data and use their extensive databases to replace it with up-to-date information.

6. Crowdfunding Campaign

Every donation counts, but if you have a major project that needs a significant amount of start-up funding, try sourcing donations from an entire crowd of supporters at once through a crowdfunding campaign.

If you’re familiar with Kickstarter projects or GoFundMe, you already know what crowdfunding is. Essentially, your nonprofit has a target fundraising goal and a set amount of time to reach it through individual donations.

Successful crowdfunding campaigns offer donors a variety of perks. For example, you might create giving tiers and provide unique bonuses to supporters who give at each level. Check out the Sarasota Orchestra’s donor recognition levels for an example of donation levels based on giving amounts:

A list of donor tiers from the Sarasota Orchestra with unique names and perks for each donation level.

7. eCard Fundraisers

Take advantage of upcoming holidays by selling eCards. eCards are digital greeting cards your supporters can buy and send to their friends and family. By doing so, they can share a fun card with someone they care about, support a cause that’s close to their heart, and even show off their generosity a little.

For an example of eCard fundraising, check out these eCards from the nonprofit One Tail at a Time:

eCards from the nonprofit One Tail at a Time depicting animals dressed up in holiday outfits.

Along with the cute designs, each eCard is connected to a specific aspect of One Tail at a Time’s mission. This means supporters who buy an eCard have additional control over how their gift is used.

You can sell eCards all year round for birthdays, get-well wishes, and friendly check-ins. However, holidays, such as the packed end-of-the-year season, are likely when you’ll see the most sales.

8. Matching Gift Campaign

Matching gifts are a type of corporate giving wherein businesses donate when their employees give to nonprofit organizations. This means if a match-eligible donor gives $100 to your nonprofit, they can complete a matching gift request form for their employer, who will then match their gift for a total of $200, netting your nonprofit an extra $100 for free!

However, many donors are unaware of matching gifts, let alone if they’re eligible. You can earn more matching gift revenue by launching a digital fundraiser that:

  • Educates supporters about matching gifts. Explaining what matching gifts are and why they matter should be at the forefront of your matching gift marketing strategy. This might involve adding a section on matching gifts on your “Ways to Give” page, making posts on social media about matching gifts, or featuring a section in your newsletter calling attention to matching gifts.
  • Provides steps for checking match eligibility. Matching gift databases make it easy for donors to check their match eligibility. These tools provide nonprofits with an embeddable matching gift search tool they can add to any page on their website, including right in their donation form! This encourages supporters to jumpstart the matching gift process whenever they give online.

An example of a matching gift database that provides direct access to relevant matching gift forms when a company is selected.

  • Reminds supporters to complete their matching gift applications. Matching gifts are a multi-step process, and you might need to encourage supporters over each hurdle. After supporters donate, send an automatic message prompting them to check their matching gift eligibility (note: this should be separate from your regular thank you message!), a message requesting them to submit their matching gift request form, and finally a message thanking them for completing the process.

This might seem like a lot of steps, but fortunately, matching gift software is constantly improving to make the process as easy as possible for donors. Try looking for matching gift software that has auto-submission capabilities. This new technology allows some donors to submit their matching gift requests with just the click of a button—no repetitive forms needed!

9. GivingTuesday Campaign

GivingTuesday is one of the biggest fundraising days of the year and is the perfect event to plan a digital fundraising campaign around. You can maximize your fundraising potential this GivingTuesday by:

  • Creating a sense of urgency. GivingTuesday lasts just 24 hours once every year, meaning donors who want to participate have to act fast. Communicate with your donors in the days before and throughout GivingTuesday to create a sense of urgency and encourage them to get their gifts in before the midnight deadline.
  • Arranging a match challenge. We’ve already discussed matching gifts, and match challenges are similar. However, instead of individual donors reaching out to their employers to get their gifts matched, in a match challenge, your nonprofit secures a sponsor who agrees to match all donations made in a specific time frame. Doing this on GivingTuesday doubles the value of each gift, giving donors just one more reason to participate!
  • Trying something new. While GivingTuesday is one of the most important fundraising days of the year, it’s also a chance to experiment as 82% of nonprofits tried a new marketing or fundraising strategy in 2022. Analyze marketing trends and your audience to get creative with a strategy that will set you apart from other organizations fundraising on GivingTuesday.

GivingTuesday is only a single day, but it requires a lot of planning. Start prepping for GivingTuesday at least several months in advance so your communications are ready to go and your donors are primed to participate.

10. Email Marketing

Email is a tried and true nonprofit marketing tool. Through email, you can bolster your digital fundraising efforts by getting in touch with supporters about all kinds of topics. For example, a few types of emails you might send supporters include:

You can improve your email fundraising strategy by implementing several best practices, including:

  • Creating intriguing subject lines. Attention-grabbing subject lines can determine whether a supporter clicks on your email or keeps scrolling. Try mixing up your subject lines by asking questions, sharing facts, and hinting at emotional stories.
  • Limiting subject line characters. Many of us check our email on our phones, meaning long subject lines get cut off. Try to keep your subject lines to about 60 characters to avoid this.
  • Featuring just one call to action. While we just listed a number of different types of emails you can send, each email should have a specific purpose and only one call to action. This keeps supporters focused and decreases confusion.

Just like with phone numbers, if you’re missing email addresses or getting too many bounced emails, try conducting an email append. The only difference between an email append and a phone number append is that you’ll get email addresses rather than phone numbers!

11. Influencer Marketing

The bigger your online presence, the more successful your digital fundraising will be. So why not connect with someone who already has a big platform like a social media influencer?

Influencers range in audience sizes, audience receptiveness to nonprofit causes, and the likelihood of working with a nonprofit. Let’s take a quick look at the different types of influencers:

A pyramid showing the various levels of influencers, written out below.

  • Nano. Nano influencers have between 1K-10K followers. This means you might actually already know a few nano influencers! You can likely get in touch with these influencers directly and get them involved in promoting a fundraiser or even fundraising on your behalf by recruiting them into a peer-to-peer campaign.
  • Micro. Depending on what chart you’re using, micro-influencers can have anywhere between 10K and 100K followers. This means the online presence of micro-influencers varies widely from individual to individual, as does your ability to get in touch with them.
  • Mid. Individuals with 100k-500k followers are considered mid-tier influencers. For influencers of this size and beyond, you may be more successful at earning softer commitments, such as asking them to help spread awareness or educate their audiences on your core issue rather than directly promoting your fundraiser.
  • Macro. With 500k to 1 million followers, macro influencers likely have assistants answering their messages for them.
  • Mega. Mega influencers have over 1 million followers on their platform of choice. These influencers command huge audiences and almost always have assistants, managers, or entire businesses that arrange partnerships for them. That means your nonprofit may have difficulty getting in touch with these individuals.

While you may not be able to connect with the influencers scoring cameos in big-budget films, you likely don’t need to. Rather than just looking at audience size, examine their content and audience. Connecting with an influencer whose audience is likely to support your cause is far more valuable than one with an uninterested large audience.

Digital Fundraising Best Practices

Use online fundraising software

It’s only fitting to manage your digital fundraising campaigns online. Digital fundraising software can help your nonprofit:

  • Record and store donor-specific information
  • Launch online donation forms
  • Send automated gift acknowledgments
  • Manage online event registrations
  • Report your fundraising metrics
  • Create and send email blasts

No matter your nonprofit’s size or focus, a well-rounded fundraising software solution can streamline your operations. Your nonprofit should choose fundraising software that automatically syncs any donor-specific information with your CRM so your information is always up-to-date.

Getting started with a fundraising software solution is simple. First, research and demo the different options on the market, and choose which is best for your organization. Then, work with your onboarding specialist to learn how to use the software and tailor it to your specific fundraising needs. Once you’re comfortable with the system, remember to consistently flag any additional problems you run into so you can best leverage the software.

Keep your data organized.

Any strong digital fundraising strategy is data-driven. But, to properly leverage your data, you need to keep it organized so you can access it when needed. You can clean your CRM by:

  • Identifying and removing duplicate data points
  • Sending a survey to supporters to update contact information and preferences
  • Standardizing data maintenance processes

With accurate and organized data, your nonprofit can pinpoint which areas of your digital fundraising strategy need further attention and which efforts were successful.

Segment your audience.

When it comes to digital fundraising, you might assume you only have one audience: donors. However, donors rarely think of themselves strictly as donors, and instead, they consist of a wide group of people with differing motivations for giving.

You can better connect with your audience by dividing them into segments based on relevant characteristics. For example, you might divide your audience into general categories of:

An example of audience segmentation with donors, volunteers, and customers divided into separate groups.

  • Donors can be divided further into new donors, recurring donors, lapsed donors, mid-level donors, and prospective major donors.
  • Volunteers can be divided into new volunteers, long-term volunteers, volunteers with specific skill sets, and remote volunteers.
  • Customers can be divided into new customers, sales leads, up-sell opportunities, and referral prospects.

Additionally, you can divide these groups by age, interests, location, or any other trait you think will help with your digital marketing. Then, for each segment, craft unique marketing messages that address their specific motivations, needs, and questions.

Digital Fundraising Trends

Marketing trends change over time, which means fundraising trends, change too! While your nonprofit should focus on finding a strategy that works for your specific organization, keeping an eye on trends can help you identify opportunities and spot challenges before they come up.

A few trends we’re currently seeing in the fundraising world include:

  • Increased security. This year, there has been an average of 525 data breaches each month, and that’s just accounting for attacks that have been reported to the public. These attacks target organizations of all sizes, with the IT and health sectors in particular getting hit hard. Reassure your donors that their information is safe by investing in appropriate security measures, such as PCI-compliant payment processors.
  • Influencer marketing. In 2023, about half of all nonprofits reported working with social media influencers in some capacity. Influencers can help your nonprofit by spreading awareness, educating their audiences about your target issue, or even promoting your fundraisers.
  • Rise of video. In the for-profit world, 96% of businesses state that video is an important part of their marketing strategy. Often, the marketing strategies that work for businesses work for nonprofits, too! Consider how you can incorporate video into your fundraising strategy, whether by creating videos for specific platforms like YouTube or embedding them directly into your website to increase engagement.

Stay up to date with what’s happening in fundraising by connecting with other nonprofit professionals, monitoring your data, and reading nonprofit news sources like the Chronicle of Philanthropy.

More Digital Fundraising Resources

Ultimately, your online fundraising success depends on how you leverage digital platforms, such as fundraising management tools and peer-to-peer software. To launch your new digital fundraising tactics, establish attainable, data-driven, and specific goals with your team. Then, pick the software solutions and strategies that allow you to achieve these objectives. Throughout the process, ensure you’re maintaining constant digital communication with your prospects to cultivate deep relationships with them, even through a screen.

For more digital fundraising resources, explore these guides:

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