Running a nonprofit often feels like balancing on a tightrope—limited budgets, tight deadlines, and the constant need to fundraise. Add marketing to the mix, and it’s easy to feel overwhelmed. Especially if you run a small organization without a dedicated marketing team, promotional activities can feel like a secondary priority.
Your nonprofit’s mission deserves to shine, though. So, how do you expand your reach and grow your donor base when resources are tight? Enter nonprofit marketing software—tailored tools designed to help organizations like yours thrive.
From automating email campaigns to connecting with new audiences, these platforms empower even the busiest teams to market causes more effectively and make a bigger impact. The market is inundated with options, so we’ve narrowed it down to just a few that meet various common nonprofit needs, broken into these categories:
As you explore different solutions, check out user reviews to get a sense of how each one actually impacts the nonprofits that use them. First, let’s answer a few fundamental questions you might have about nonprofit marketing software.
Nonprofit Marketing Software FAQ
If you’re new to the marketing game, you might need some guidance before researching specific solutions. Let’s build your foundational knowledge of this type of software by answering common questions.
What is nonprofit marketing software?
Nonprofit marketing software refers to specialized tools and platforms designed to help nonprofit organizations effectively manage and execute marketing efforts. These tools address the unique needs of nonprofits, such as engaging donors, raising funds, promoting events, and spreading awareness.
Nonprofits can invest in all-in-one platforms or individual tools that specialize in one aspect of a marketing strategy, such as:
Advertising: Used to run paid advertisements on platforms like Google, Facebook, and Instagram.
Email Marketing: Used to create, send, and automate email campaigns for donor communication, newsletters, event promotion, and other appeals.
SMS Outreach: Engages supporters through text messaging, which is ideal for event reminders, fundraising campaigns, and urgent updates.
Social Media Management: Streamlines scheduling, posting, and monitoring campaigns across social media platforms to increase awareness and engagement.
Website Creation: Enables nonprofits to build and maintain websites for their cause, often with integrated donation forms and event pages.
By combining tools from these categories, your nonprofit can create a powerful marketing strategy to enhance its outreach, grow its community of supporters, and achieve its mission.
How does marketing software help nonprofits?
Marketing software empowers you to streamline outreach, expand the number of channels you use, and connect with your audience more effectively. It helps you increase visibility by enhancing your online presence through social media, email, and web marketing tools. You can also use audience segmentation to better target your supporters with personalized outreach.
With automation features, you can streamline processes like email campaigns, social media scheduling, and workflows, saving time and reducing manual effort. Built-in content creation tools and templates make it easy to create professional-quality materials while maintaining consistent branding across all your platforms. Plus, analytics and reporting capabilities allow you to track campaign performance and gain the insights you need to optimize your strategy.
By integrating multiple channels like email, social media, and your website, marketing software helps unify your outreach efforts, ensuring a cohesive and efficient strategy. Whether you’re running local campaigns or large-scale initiatives, its scalability makes it easy to adapt. The cost efficiency of all-in-one platforms also means you can achieve more without juggling multiple tools, while tailored engagement features strengthen your connections with supporters.
With all these benefits, marketing software can help you bring attention to your work and expand your impact.
What should we look for when buying nonprofit marketing software?
Every nonprofit has different goals and needs, so there’s no one-size-fits-all solution. Evaluate your marketing needs and ensure any software aligns with your mission and budget. Generally, keep an eye out for these components:
Goal Alignment: Are you trying to reach new supporters or beneficiaries? Focus on software designed for external outreach, such as advertising platforms or social media management tools. Do you want to increase revenue through email marketing? Explore email marketing software with strong fundraising and donor engagement features.
Automation Features: Look for software that automates repetitive tasks like email campaigns, social media scheduling, and data collection, saving time and allowing you to focus on strategic initiatives.
Customization Options: Opt for software with flexibility to customize content, whether you’re creating emails, landing pages, or workflows. This ensures alignment with your branding and messaging for a cohesive and professional presentation.
Audience Segmentation: Choose a platform that allows you to segment your audience based on demographics, donation history, volunteer activity, or engagement level. Targeted campaigns are more impactful and help strengthen relationships with your supporters.
Data Security: Ensure your nonprofit marketing software complies with data protection regulations like GDPR, CCPA, or HIPAA, if applicable. Features like secure data storage and encryption protect your organization and stakeholders from breaches.
Analytics and Reporting: Look for platforms with robust analytics that provide insights into marketing performance, audience engagement, and ROI. Real-time tracking and customizable reports help refine strategies.
Trial Period or Demo Availability: Test software with a free trial or demo to evaluate its features and compatibility with your workflows before making a commitment.
Positive User Reviews: Check trusted sources like G2 or Capterra for unbiased reviews. These reviews provide real-world insights into the software’s effectiveness and user satisfaction beyond vendor claims.
Integration with Other Tools: Ensure compatibility with tools you already use, such as donor management systems, event management platforms, or payment gateways. Seamless integration reduces data silos.
By carefully evaluating these factors, you can select nonprofit marketing software that aligns with your needs and goals. The right platform will empower you to engage your audience more effectively, streamline processes, and amplify impact.
Google Ads: The Best Advertising Platform for Nonprofits
Google is the most popular search engine, claiming around 90% of all searches. For nonprofits, it’s especially powerful thanks to the Google for Nonprofits program. If approved, your organization gains free access to Google Workspace, specialized Google Maps features, the YouTube Nonprofit Program, and more.
The best perk is access to the Google Ad Grants application, which gives all eligible recipients $10,000 worth of monthly Google Ad credits. Your nonprofit can spend these credits on creating powerful ads that instantly appear at the top of Google Search results for relevant keywords. Here’s an example of an ad from the World Wildlife Fund:
Ads like these enable nonprofits to connect with new supporters, drive traffic to their websites, and promote initiatives. The platform’s powerful targeting options let organizations tailor campaigns to specific demographics, locations, and interests. That means you can reach the right audience, whether you’re amplifying services to beneficiaries or promoting an event.
Additionally, Google Ads provides detailed performance analytics, allowing nonprofits to refine their campaigns for maximum impact. Its ability to connect you with millions of users while offering cost-effective solutions makes it a top choice for nonprofit advertising.
Check out this video that gives a concise overview of the program’s benefits:
Getting Started With This Digital Marketing Tool
To receive the Google Ad Grant, you need to register for Google for Nonprofits. Then, fill out the Google Ad Grants application. Google’s verification partner, Goodstack (formerly Percent), will confirm your nonprofit’s legitimacy, and the Ad Grants team will reach out to let you know whether you’re approved.
From here, create ads that promote your cause. Follow these steps:
Decide what you want to achieve with your ads, like increasing website traffic, recruiting volunteers, raising awareness, or driving donations.
Research keywords with tools like Google’s Keyword Planner to find search terms related to your cause. Focus on keywords related to your mission that receive traffic.
Create compelling ad copy with clear headlines, strong descriptions that highlight your nonprofit’s impact, and a strong call to action such as “Donate Today.”
Optimize your landing pages so they’re user-friendly, mobile-responsive, and relevant to your ads. Include testimonials, impact statistics, or compelling visuals to encourage engagement.
From here, monitor ad performance with Google Analytics alongside built-in tools in Google Ads Manager. These platforms work together to provide detailed insights into how ads are performing and how users interact with your website.
There’s a learning curve that comes with the program. To maintain your eligibility, you’ll also need to meet ongoing requirements, such as using high-quality keywords. That’s why many nonprofits partner with Google Ad Grant specialists like ours.
We’ll walk you through your application, define your goals for the grant, find valuable keywords, craft compelling ads, and ensure you comply with the program’s rules. That way, you can make the most of this nonprofit marketing software.
Not convinced this is the right move? Check out our Google Grant Impact Report to learn more about the benefits.
Nonprofit Email Marketing Platforms
Email keeps your nonprofit connected with supporters, amplifying the latest updates on your programs and events. Dedicated email marketing software streamlines your outreach, ensuring communications reach those who are most likely to engage.
Here are several of the best nonprofit marketing software with notable open rates:
Brevo
Brevo boasts an average open rate of 46.49% for nonprofit emails. It’s a versatile email marketing and CRM platform designed for small to medium-sized organizations. It offers an array of tools for email marketing, automation, and audience segmentation, making it an excellent choice for nonprofits.
Key Features:
Drag-and-drop email editor and ready-made templates
AI-generated subject lines and predictive timing for individual recipients
Email automation workflows for nurturing leads
SMS marketing integration for multi-channel campaigns
Real-time reports to track interactions
Constant Contact
This nonprofit email marketing platform experiences open rates of 39.58% for nonprofit services and 41.83% for nonprofit membership organizations. Constant Contact is a user-friendly platform designed for small businesses and nonprofits to enhance their email campaigns. It focuses on simplicity and includes tools for event promotion, list management, and basic automation.
Key Features:
Hundreds of customizable email templates
Drag-and-drop email editor for easy design
Event management tools, including RSVP tracking
Integrations with apps like Canva, Vimeo, Shopify, and Stripe
Real-time analytics and reporting dashboards
GetResponse
GetResponse is an all-in-one marketing platform with strong email marketing, automation, and webinar hosting capabilities. It’s a good fit for nonprofits and businesses looking for integrated tools to support their campaigns. It also boasts an incredible 54.54% average email open rate for nonprofits.
Key Features:
Signup forms, popups, and landing pages
Newsletter and autoresponder
Advanced segmentation to target different supporter groups
Integrated webinar hosting for virtual events
An autofunnel feature to create sales and donation funnels
Mailchimp
Mailchimp is one of the most popular email marketing platforms, known for its ease of use, robust integrations, and scalability. It’s particularly suitable for small and medium-sized organizations seeking a simple yet powerful tool. Plus, Mailchimp’s average nonprofit email open rate is 40.04%.
Key Features:
Intuitive email builder with drag-and-drop functionality
Pre-built marketing automation templates
AI-powered audience insights and recommendations
300+ integrations with third-party apps and other nonprofit marketing software like Shopify and WordPress
MailerLite
MailerLite is an affordable, minimalist email marketing platform that provides essential tools for campaigns without unnecessary complexity. This nonprofit marketing software is ideal for nonprofits with tight budgets or basic marketing needs. In fact, it performs exceptionally well for nonprofits with a 53.21% average open rate.
Key Features:
Drag-and-drop email editor with modern templates
Custom HTML editor for advanced customizations
A free image library
Integration with eCommerce platforms like Shopify, WooCommerce, and Stripe
Easy-to-use interface, perfect for beginners
Competitive pricing, with a free plan for up to 1,000 subscribers
Omnisend
Omnisend is a powerful marketing platform tailored for e-commerce but equally effective for nonprofits looking to manage multi-channel campaigns. It excels in integrating email, SMS, and social media marketing. While OmniSend has a lower average open rate of 25.1% across all industries, many nonprofits still find its features useful.
Key Features:
Multi-channel campaigns integrating email, SMS, and push notifications
Pre-built workflows for abandoned cart recovery and post-purchase follow-ups, which can be adapted for nonprofits
Split testing to determine which emails work the best
Campaign Booster, which automatically resends your email campaigns that haven’t been opened or clicked
Top Nonprofit Website Builders
Your website is the foundation of your digital marketing strategy. You’ll drive traffic to it across all communications—Google Ads, emails, social media, and even offline channels. It’s one of supporters’ key resources to learn about your mission, so create a strong website with a reliable, secure, and user-friendly website builder like one of the following.
Squarespace
Squarespace is a versatile website builder with elegant templates, making it popular for nonprofits seeking a professional online presence. It offers intuitive drag-and-drop features that make website creation accessible even for those without coding skills. Squarespace provides integrated tools for blogging, email campaigns, and fundraising, enabling nonprofits to communicate their missions.
Key Features:
Beautiful, customizable, and mobile-responsive templates
Built-in donation buttons and fundraising tools
Versatile forms for everything from volunteer signups to beneficiary intakes
Branding tools like a logo maker
Integrated email marketing capabilities
A blogging platform for sharing updates and stories
WildApricot
WildApricot is a membership-focused website builder ideal for nonprofits that fundraise, have member directories, and host events. It’s an all-in-one platform that combines website building with CRM capabilities, allowing organizations to centralize operations.
Key Features:
Drag-and-drop website editor with nonprofit-focused templates
Optional advanced customizations using HTML and CSS
Widgets to embed membership applications, event calendars, and more directly into your site
Blogging tools and members-only pages for targeted communication
Online donations and payment processing
Wix
Trusted by 250+ million users, Wix is a user-friendly website builder that caters to nonprofits seeking an affordable way to create a professional online presence. Its drag-and-drop interface allows users to customize their websites without coding. With built-in features like donation forms and event management, Wix is ideal for small to medium-sized nonprofits focused on quickly creating engaging, modern websites.
Key Features:
Intuitive drag-and-drop website editor
900+ customizable templates with mobile optimization
AI tools for generating text, visuals, and fully designed sections on your site
Built-in donation and fundraising tools
Online stores, blogs, and other tools to build out your site
WordPress
WordPress is a highly customizable, open-source platform that powers over 40% of websites worldwide. It’s an excellent choice for nonprofits looking for flexibility, with thousands of themes and plugins available to tailor the site to their needs. While it requires more technical know-how than other platforms, it offers unparalleled functionality and control for organizations of all sizes.
Key Features:
Extensive library of themes and plugins, including nonprofit-specific options
Full control over website design and functionality
Built-in blogging and content management system
Ability to integrate donation forms, payment gateways, and CRM tools
SEO-friendly framework to increase online visibility
Other Nonprofit Digital Marketing Tools
A well-rounded nonprofit marketing plan encompasses multiple channels. Let’s explore a variety of other nonprofit marketing software that you might not have considered.
Double the Donation Matching
Workplace giving generates an incredible $5 billion for charities every year. Matching gifts make up a big part of this, but a lot of revenue goes unclaimed for nonprofits since donors are often unaware of the opportunity. Double the Donation Matching can automatically identify and contact your match-eligible donors. You can also embed a convenient search tool where donors can manually check their eligibility for matching gifts from their employers.
Key Features:
Automated reminders to donors for matching gift submissions
Matching gift search tool for donors to identify eligibility
Integration with donation forms and CRM platforms
Real-time tracking of matching gift progress
Auto-submission, which allows the software to submit a match request on behalf of donors
eCardWidget
eCardWidget enables nonprofits to create and send digital greeting cards as part of their donor engagement and fundraising strategies. Using this nonprofit marketing software, design branded eCards for various occasions, providing supporters with a unique way to contribute while sharing your message. eCardWidget is an innovative way to combine creativity with donor outreach. Create thank-you cards, birthday cards, event invitations, or cause awareness eCards to boost peer referrals. You can even sell eCards to raise funds.
Key Features:
Customizable eCard templates for branding and personalization
Integration with donation forms to encourage contributions
Scheduling tools for timed eCard delivery
An embeddable widget that you can add to your site
Analytics to track engagement with eCards
Tatango
Tatango is a text message marketing platform designed to help nonprofits engage supporters through SMS campaigns. It’s built for large-scale campaigns and offers advanced features like segmentation and automation to deliver personalized messages. Tatango is especially valuable for fundraising, event promotion, and driving immediate action.
Key Features:
SMS and MMS campaign creation with personalized messaging
Advanced audience segmentation
Automation tools for recurring messages and campaigns
Compliance with regulations like SOC-2 for safe messaging
Integrations with popular nonprofit software like Salesforce and Classy
Start marketing your nonprofit.
The right nonprofit marketing software will empower your team to amplify your message and connect with supporters. If you’re unsure where to start, stick with foundational platforms like email and powerful opportunities like Google Ads.
Remember, Google Ads is a powerful platform for targeting your audience, and the Ad Grant allows you to tap into it for free. If you need help creating your campaigns, reach out to our Google Ad Grant experts to confirm your eligibility and craft compelling ads for your cause.
To continue refining your nonprofit marketing plan, check out these free resources:
YouTube for Nonprofits: How To Get Started & Tell Your Story. YouTube is a powerful video marketing platform, and you can tap into extra features through YouTube for Nonprofits. Learn how to leverage the program to tell your nonprofit’s story and connect with supporters.
https://gettingattention.org/wp-content/uploads/2025/01/Nonprofit-Marketing-Software_Feature.png3771000Jessica Kinghttps://gettingattention.org/wp-content/uploads/2021/08/getting-attention-logo.svgJessica King2025-01-23 20:23:382025-04-30 16:21:22Nonprofit Marketing Software: The Fundamentals & Top Tools
Does your organization need to get the word out about an urgent funding need? Are you looking to boost public understanding about an issue in your community? A nonprofit awareness campaign can quickly put your cause in the spotlight!
These marketing campaigns primarily focus on educating people about your work, and they can be facilitated through traditional media channels or run entirely online.
To help you get started with your own nonprofit awareness campaign, this guide will cover everything you need to know to be successful:
If you’re ready to spread the word about a cause that’s close to your heart, an awareness campaign is likely the best move. Let’s dive in!
Nonprofit Awareness Campaigns FAQ
Before we cover the process of hosting your own nonprofit awareness campaigns, here are some basics you should know.
What are nonprofit awareness campaigns?
Nonprofit awareness campaigns, also known as social awareness campaigns or public awareness campaigns, are marketing initiatives that aim to increase public knowledge of or interest in a cause.
These causes are directly related to your nonprofit’s mission, but they typically concern a specific issue rather than your organization’s entire purpose. Consider these examples:
A legal aid organization wants its constituents to be aware of a new immigration law and its potential implications. It spreads the word in email newsletters and blog posts.
An animal shelter wants to raise awareness about the importance of adopting rather than purchasing from backyard breeders. It sells a collection of branded merchandise that features the main message of the campaign: “Save a Life! Adopt! Don’t Shop.” This way, the organization’s supporters can help raise awareness just by using the products they buy.
A disaster relief organization runs a rapid-response awareness campaign in preparation for the upcoming hurricane season. Using radio and social media ads, it informs the community about emergency preparedness best practices and available resources.
When are the best times to launch nonprofit awareness campaigns?
This depends on your nonprofit. Many organizations find that the best time to host their campaign is in conjunction with an established day of nonprofit fundraising or awareness month, such as GivingTuesday or AAPI Heritage Month. During these months, your audience may be extra interested in your cause, and an awareness campaign can help your nonprofit stand out.
Ultimately, the best time to launch a nonprofit awareness campaign is the time that makes the most sense for your organization and your target audience.
Where do you promote nonprofit awareness campaigns?
Just like any other nonprofit marketing campaign, you should choose communication channels that align with your audience’s preferences. Social awareness campaigns see a lot of success online, but plenty of campaigns combine both digital and in-person elements.
Common places to promote nonprofit awareness campaigns include:
Social media
Your website
Email
Google Ads
In-person events
Virtual events
Look at the communication preference information in your donor database along with past results of marketing campaigns to determine the right channels for your nonprofit.
What tools and resources help nonprofits spread their awareness campaigns?
Since many nonprofits host awareness campaigns, there’s plenty of available support for organizations that want extra help. Consider using:
Marketing platforms: Since you’ll likely use multiple marketing channels during your awareness campaign, you may find it tricky to give each channel the time and attention it needs to be an asset to your campaign. Using a marketing platform such as an email marketing tool or a social media management solution can help organize your outreach efforts and even automate menial tasks for you, such as creating HTML code for your email newsletters.
Fundraising platforms: If your awareness campaign includes a fundraising component, consider leveraging a fundraising platform to facilitate giving. For example, you may set up a crowdfunding page, launch a peer-to-peer fundraiser, or sell products to help raise money for your cause. Ensure any platform you use can securely process donors’ payments.
Metric tracking tools: To track progress toward your awareness-raising goals, you’ll need data. Leverage new or existing tools to get the data you need. For example, you might choose Google Analytics to track trends in visitor behavior on your website to evaluate how well it’s helping with your campaign.
One of the best resources available for awareness campaigns is the Google Ad Grant. As part of their corporate social responsibility program, Google offers grants of $10,000 in free monthly ad credits to nonprofits.
This is an invaluable resource for getting your awareness campaign in front of the right audience, as you’ll gain access to users searching for terms relevant to your campaign—meaning they already have an interest in your cause. Plus, they’re proven to be effective. According to Double the Donation’s fundraising statistics, search ads like Google Ads have the highest return on investment of any nonprofit advertising method.
On top of that, reach out to expert consultants who can help you make the most of your Google Ad Grant. They’ll work with you to discuss your campaign goals and messaging strategy. Then, they’ll help create ads that grab your audience’s attention.
Do nonprofit awareness campaigns work?
When run strategically, nonprofit awareness campaigns can result in increased brand awareness, better fundraising performance, and more online visibility for your cause. Just take a look at the data:
One case study found that an awareness campaign increased online conversations about the nonprofit’s cause by 908%.
The most well-known awareness campaign, the ALS Ice Bucket Challenge, raised enough funds to increase ALS research funding by 187%.
Overall, 55% of those who engage with nonprofits on social media take action. This means that running your awareness campaign on social media can generate plenty of conversions toward your cause. Clearly, social awareness campaigns can be highly successful for nonprofits. But like any campaign, that success can vary depending on the strategies you use.
Clearly, social awareness campaigns can be highly successful for nonprofits. But like any campaign, that success can vary depending on the strategies you use.
Tips for a Successful Awareness Campaign Strategy
To craft the most compelling ads and develop an effective awareness campaign strategy, follow these expert tips:
Use storytelling techniques to evoke emotion
Since awareness campaigns are all about generating public interest in a cause or issue, it’s crucial that your messages make an emotional connection with your audience. The best way to do that is by using stories.
Focus on a central character or group of characters.
With their permission, share real stories of your beneficiaries’ experiences.
Focus on the stories of beneficiaries and donors rather than your nonprofit’s story.
Include concrete details like names, numbers, and statistics.
As you tell these stories, avoid evoking negative emotions like fear or guilt in your awareness ads. Uplifting stories are much more likely to prompt genuine empathy and action from audience members than scare tactics.
Provide clear calls to action
Most nonprofit awareness campaigns aren’t only about spreading awareness of an issue. Rather, they encourage supporters to take action immediately to support that cause. Even if the only action you want supporters to take is to share information, you need to let them know that!
Do this by including clear, compelling calls to action (CTAs) in your messages. Tell readers exactly what they need to do to help and how to do it. Make it as easy as possible to share a post, donate, or join your mailing list by providing directions and links.
Take a look at the CTA in this Instagram post from Color of Change:
In large, bold font, Color of Change calls on its supporters to start a petition to improve Black lives in their own communities. They don’t stop at “Start a Petition,” either. By telling supporters to “Start a Petition & Amplify Your Cause,” this post assures supporters that their action will have a clear and powerful impact on Color of Change’s mission.
Don’t be afraid to branch out
Social awareness campaigns are often the perfect time to get creative with your strategy. Don’t feel boxed in by your typical communication channels or your traditional marketing approaches. Some of the best nonprofit awareness campaigns are the ones that take their audience by surprise.
Consider branching out with your strategy by incorporating:
Social media challenges
Non-traditional communication channels like TikTok
That being said, keep your audience in mind when choosing how to get creative. If you know that your target audience doesn’t use TikTok, for example, move in a different direction.
Launching a Nonprofit Social Awareness Campaign: 7 Steps
Now that you know the fundamentals, let’s explore the process of hosting your own nonprofit awareness campaigns.
1. Define your audience & set goals
Determining your audience and setting goals go hand in hand. Think about the purpose of your awareness campaign. Do you want to bring a new issue to the forefront of your supporters’ minds? Or do you aim to generate widespread awareness for a specific cause your nonprofit currently prioritizes, acquiring new donors in the process?
Once you’ve broadly determined your main goal and who your target audience is, take stock of their interests and communication habits. Then, use this information to guide your campaign’s messaging, communication channels, and event strategy.
Don’t forget to set key performance indicators (KPIs) so you can measure your progress. If your goal is to raise a certain amount of money using a unique fundraising idea, for example, your KPIs might be the total dollar amount raised and the cost per dollar raised (CPDR). Monitor these metrics throughout your campaign to see how successful your organization was and find opportunities for improvement.
2. Create a basic timeline
Like we mentioned earlier, many nonprofits choose to align their social awareness campaigns with established national awareness months or days. This helps drive support for your campaign because the public will already be thinking about your cause. However, there are also plenty of successful nonprofit awareness campaigns that run on their own timeline!
Once you’ve considered your options, make the following decisions about the timeline of your campaign:
If your campaign will be aligned with a national observance
If the campaign will lead up to a single day, like GivingTuesday
How long the campaign will last
How much planning time your team will need
With these decisions made, you’ll be able to create a basic timeline for your campaign and schedule major dates. As you go through the next steps, you can refer back to this timeline and fill it in with more detail to turn it into a thorough marketing plan.
3. Develop your campaign messaging
To develop a strong and cohesive campaign message, reflect on your mission and the themes of any national months or awareness days you’re participating in:
If you decide to align your campaign with a national month, such as Black History Month or Breast Cancer Awareness Month, ground your messaging in the themes, subjects, images, and colors associated with the month. This will cause the public to connect your marketing materials with causes and ideas they’re already familiar with, increasing comprehension
If your campaign doesn’t align with a specific observance day or month, try to focus on a specific cause your nonprofit supports rather than your entire mission. Consider issues that are especially urgent or relevant right now. Then, determine how you’ll talk about them in your campaign.
Choose one overarching message for your campaign that supports your goals, resonates with your audience, and aligns with any existing public associations or opinions. Use this message as the foundation for every advertisement or piece of campaign merchandise you create to maintain consistency.
In the ad example below, you can see how Wear Orange aligned its nonprofit awareness campaign with National Gun Violence Awareness Month and focused its messaging on how many Americans are affected by gun violence. Keeping their target audience in mind, Wear Orange created graphics in both English and Spanish:
4. Choose your marketing channels
The communication channels you use to advertise your social awareness campaign will be vital for its success. Use your donor data and additional research to determine which channels your audience is most active on, then choose a combination of digital and traditional channels to focus on. These might include:
Your website
Google Ads
Email
Direct mail
Facebook
Instagram
TikTok
You can also think outside the box when it comes to your marketing channels. For instance, say you create and sell t-shirts with your organization’s name or slogan on them as part of your campaign. You can encourage everyone who purchases a shirt to wear on a certain date to engage in a unique form of outreach!
5. Design your campaign ads
Once you have your communication channels set in stone, you can begin designing your campaign ads. Refer back to your overall campaign message, then use these tips to design your most important marketing materials:
Campaign page: Create a balance of visuals, information, and calls to action on your campaign page. Provide all the resources supporters need to take part in the awareness campaign, such as instructions for peer-to-peer fundraising, but don’t forget to tell your story with compelling visuals, too.
Social media posts: Design a set of social media graphics and videos that match the strengths of your chosen platforms. Powerful posts often include surprising statistics or quick breakdowns of actions supporters can take.
Google Ads: With the Google Ad Grant, your nonprofit can reach brand new audiences who are already searching for terms related to your awareness campaign. Design these ads with new audiences in mind, and don’t be afraid to seek the help of Google Ad Grant professionals.
Remember to maintain consistency throughout all of your advertisements in terms of colors, logos, and tone. Aligning all posts with your branding will ensure that your audience can immediately tell that these messages belong to your organization and to the same campaign.
6. Plan any campaign events
Not all nonprofit awareness campaigns include events, but many organizations choose to host them as a way to build community with donors or celebrate the progress of the campaign.
If you do decide to host a campaign event, determine if it should be a kickoff or conclusion event and if your audience would prefer the event to be in person, hybrid, or virtual. Then, start planning logistics. Don’t forget to budget for things like software costs and tech support if you’re hosting an online event or venue rentals for in-person events.
7. Launch your nonprofit awareness campaign
With your planning done, it’s time to launch the campaign! Follow your timeline for sending out messages on whatever channels you’ve selected for the campaign. Proactively connect with the people who engage with your campaign. For instance, promptly respond to social media comments and messages or questions that come in via phone or email.
Throughout the campaign, continue tracking the metrics that show your progress toward campaign goals. This will allow you to course-correct as needed if you’re not headed toward the results you want to see.
Once the campaign is over, don’t forget to thank everyone involved—every donor, volunteer, and influencer who helped drive awareness for your nonprofit’s cause. Here are some best practices for doing so:
Thank supporters quickly. The sooner you demonstrate appreciation, the sooner a supporter will feel seen and valued by your organization. For donors, you can easily set up an automated thank-you email that triggers after a donation is given.
Personalize your thank-you messages. Awareness campaigns can and should help you strengthen relationships with people who care about your cause. Personalize thank-you messages by including donors’ names and specifying what action they completed that helped your campaign succeed.
Ensure your thank you fits the recipient’s level of involvement. A gift basket full of treats from local businesses and branded merchandise from your organization might be appropriate for a major donor or heavily involved volunteer, while a thank-you email suffices for those who give smaller donations.
Invite further involvement. Educate your supporters about how they can support your mission during the campaign and after it ends. For donors, avoid overwhelming them by immediately issuing another donation request. Instead, highlight volunteer opportunities or upcoming events they can attend.
Don’t forget to have fun with your appreciation strategies! Consider unique methods like sending an eCard, highlighting supporters’ impact on your website, creating a donor appreciation video, or throwing a volunteer appreciation event. Doing something out of the ordinary will make your campaign memorable for everyone involved.
Top Nonprofit Awareness Campaign Examples
Plenty of nonprofits have been in your shoes and found success. Get inspired by these popular nonprofit awareness campaigns:
ALS Ice Bucket Challenge
When you think of social awareness campaigns, the Ice Bucket Challenge is likely the first one that comes to mind. This 2014 online challenge rapidly became an international phenomenon, getting celebrities, families, and people everywhere to dump buckets of ice water on their heads in support of a cure for ALS. It’s known as a form of hashtag activism because of how it spread awareness and inspired action.
By advertising the unique challenge on Facebook, Twitter, and their website, the ALS Association was able to raise $115 million from 2.5 million donors. Years later, the funds raised as a result of this awareness campaign have led to dramatic progress in ALS research.
What made this nonprofit awareness campaign successful:
By using the format of a social media challenge, word of the ALS Association’s cause quickly spread from one supporter to their entire social network.
The Ice Bucket Challenge relied on celebrity influencers who provided the ALS Association with access to a much wider audience.
The directions for participating in the campaign were straightforward and simple, making it easy for anyone to join.
988 Suicide & Crisis Lifeline is a national network of local crisis centers that provides free and confidential emotional support to people in suicidal crisis or emotional stress on a 24/7 basis.
In 2022, the organization launched a t-shirt fundraiser through Bonfire to raise awareness about the new Lifeline phone number available to the public, 988. Proceeds from the fundraiser went toward all activities associated with running Lifeline.
What made this nonprofit awareness campaign successful:
The “I’m So Glad You’re Alive” Call 988 Campaign took place ahead of the launch of the new Lifeline phone number, helping educate the public about a new mental health resource.
By using a fundraising platform like Bonfire, the organization made it simple and easy for supporters to give to their cause and get something (a high-quality t-shirt) in return.
Selling t-shirts not only provided a way for supporters of the 988 Suicide & Crisis Lifeline to make an impact on the organization but also to raise awareness in their personal networks about suicide prevention. Every time a t-shirt buyer wears their shirt, they’re advertising the new Lifeline.
Wear Orange for Gun Violence Awareness
Every year since 2013, Wear Orange has hosted a national awareness campaign for victims of gun violence. The campaign asks supporters to draw attention to the issue of gun violence with one simple action: wearing orange.
During the first weekend in June, Wear Orange hosts in-person events across the country in collaboration with local nonprofits. They also promote the campaign on social media, providing supporters with multilingual graphics and information to share on their own pages.
What made this nonprofit awareness campaign successful:
Wear Orange hosts its annual awareness campaign in June, which is National Gun Violence Awareness Month.
The campaign website features a “ways to participate” page, which gives clear, straightforward directions on how to take action.
In 2018, Wear Orange centered its campaign messaging around a single story: the shooting of Hadiya Pendleton and how her friends commemorated her by wearing orange.
Neuroclastic, Inc. is a nonprofit publication headquartered in Lynchburg, Virginia. It features resources, articles, and creative expressions from Autistic people about the autism spectrum.
Neuroclastic, Inc. has its own profile and merch store on the t-shirt fundraising platform Bonfire that features their custom t-shirt designs and allows supporters to sell t-shirts on behalf of the organization’s cause.
What made this nonprofit awareness campaign successful:
The opportunity to start a peer-to-peer fundraiser for Neuroclastic, Inc. is an ongoing one. This means supporters can easily jump into action when the time is right for them.
The variety of designs offered on Neuroclastic, Inc.’s online t-shirt store provides several fun options for supporters to choose from when they want to contribute to the organization’s mission.
The organization practices what it preaches—its All Autistic Communication Is Valid design was created by an Autistic illustrator. This demonstrates that the nonprofit truly empowers Autistic people.
Wrapping Up
When done well, nonprofit awareness campaigns can quickly bring your community together to learn about and support your organization’s cause. They can lead to plenty of new donors and turn your existing supporters into true advocates for your nonprofit.
Planning a nonprofit awareness campaign takes work, but you don’t have to do it alone. Consultants like the experts at Getting Attention are here to help you design compelling ads and run an impactful awareness campaign. To learn more, check out these additional resources:
Google is the world’s most popular search engine, fielding at least 8.5 billion searches per day. That’s 8.5 billion reasons nonprofits should take advantage of the Google Ad Grant program, which gives $10,000 worth of ad credits to eligible organizations every month to create ads on Google.
Ad campaigns require consistent upkeep, performance tracking, and compliance with Google’s official account requirements. That’s why we recommend working with a certified Google Grant agency.
Professional Google Ad Grant agencies devote their time to researching the program’s compliance requirements, mastering the application process, proactively researching the best keywords, and making the most of each nonprofit’s grant money. Plus, agencies that are Google Partners have a seal of approval you know you can trust.
To ensure you partner with the right agency, this guide will walk through:
Here at Getting Attention, we work alongside nonprofits to get their accounts approved and maximize their campaigns’ performance. As a Google Grant agency, we believe in the power that effective Google Grant management holds for nonprofits. Let’s get started so you can partner with the right Google Ad Grant manager.
What Is A Google Grant Agency?
A Google Grant agency is a business composed of experts that help nonprofits manage their Google Ads accounts. A professional agency will handle many aspects of Google Grant management, including:
Eligibility confirmation: An agency’s experts know everything about the eligibility requirements your nonprofit must meet and can ensure you qualify for the program.
Program applications: A Google Ad Grants professional can complete the application on behalf of your organization.
Keyword research: Unlike general marketing agencies, Google Ad Grant professionals are experts in keyword research, helping you get your ads in front of the right audience with targeted keywords.
Ad creation: When it comes to actual ad construction, Google Grant agencies can create well-written ads using keyword research and features like ad assets to effectively drive conversions.
Compliance with the program’s rules: A grant manager will ensure your nonprofit meets the program’s extremely specific requirements and guidelines.
Account reactivation if needed: Failing to comply with the program’s rules can result in account suspension. Should this happen, a Grant agency will work to reactivate your account as quickly as possible.
Some Google Ad Grant agencies are officially recognized by Google and have earned the title of Google Partner. While some start-up agencies that have yet to earn this designation may be worth exploring, Google-certified organizations have already proven their ability to maintain high-quality ad campaigns. When considering agencies, check to see if they’re a Google Partner.
What is Google Grant Management?
Before speaking with or even researching specific agencies, you must understand the actual services that Google Grant management entails. That way, you can determine the areas in which you need help and confidently enter your conversations with agencies.
Google Grant Application
If you don’t already have your account set up, a Google Grant agency can help you get started by checking your eligibility and guiding you through the application process. These are the application requirements they can help with:
Creating a Google for Nonprofits account: Creating a Google for Nonprofits account: They’ll check whether you meet the requirements for an account, so you’ll be approved by Google’s verification partner, Goodstack. This account is necessary for Google Grants and also provides access to services like Google Workspace for Nonprofits and the YouTube Nonprofit Program.
Installing Google Analytics on your website:Google Analytics is essential for ad performance tracking. Plus, it’s a requirement that all websites need to meet when participating in the program.
Picking valuable content to promote: A Google Grant agency can help pick key actions that will advance your mission. Then, they’ll help select pages on your site to meet those goals. For example, if you want to boost volunteer registrations, they might suggest promoting your volunteer information and registration page.
Verifying your current and valid charity status: If your organization is based in the United States, you’ll need a current 501(c)(3) status to receive the Google Grant. The right Google Ad Grant agency can make sure that your documents and registrations are up to date, making the application process smoother.
Checking that you have a valid SSL certificate: You’ll need a Secure Sockets Layer (SSL) certificate to authenticate your website’s identity and enable an encrypted connection. A Google Grant agency can verify whether you have one, and if you don’t, they might provide guidance on how to get one.
Agreeing to Google Nonprofit Terms: To apply for a Google Grant, nonprofits need to agree and comply with Google’s Nonprofit Terms of Service. Google Grants agencies can walk through the terms and ensure that their clients know exactly what they’re signing up for.
If your nonprofit organization holds valid charity status and your website is well-developed, then you’ll most likely get the Google Grant. Work with a Google Grant agency to ensure that nothing slips through the cracks and that the application process goes smoothly.
Google Grant Account Management
Compared to other marketing channels, search ads have the highest return on investment (ROI) for nonprofits using paid advertising, meaning the impact of the Google Ad Grant goes far beyond simply being approved for the program. To help you make the most of your allotted $10,000 each month and strengthen your marketing, a Google Grant agency will offer the following account management services:
Create, maintain, and optimize ad campaigns: Ideally, a healthy Google Grant account has 3-5 active campaigns to drive results. An expert will track these campaigns, report their performance, and refine your online content to improve your ads continuously. They can even provide reports with data from Google Analytics and Google Tag Manager so that you can get a sense of your goal progress in real time.
Maintain account hygiene: A Google Grant agency will carry out data hygiene best practices, eliminating outdated and unnecessary data hindering your work.
Optimize online website content: As your Google Grants account matures, you’ll need to create or update content to serve your audience’s needs. A Google Grant agency will research keywords that are relevant to your mission and may make suggestions to improve your landing pages to drive online traffic and conversions.
Consistently check up on your account: Maintaining your account is an ongoing process. A Google Ad Grant agency will consistently check in with your performance to ensure your campaigns are doing all they can to promote your cause and increase target actions.
Get your account reactivated and compliant:Managing a Google Ad Grants account can be confusing, and account suspensions do happen. If your account is suspended, partnering with a professional who knows the ins and outs of Google Grant compliance is your smartest option.
Managing your campaigns can be difficult, especially when you have other projects to juggle and events to plan for your organization. Your Google Ad Grant manager knows how to use it to drive conversions and see measurable results for your organization.
Google Grant Compliance
One of the most important roles of a Google Grant agency is to keep nonprofits’ accounts in compliance with the program’s guidelines. Google revisits and updates its policies from time to time, so the official compliance page will be your best bet if you want to check up on the rules.
Here are some of the most important requirements that a Google Ad Grant manager will handle for you:
Keyword rules: To comply with Google’s Ad Grant guidelines, an agency will help your nonprofit avoid single-word and overly generic keywords that ignore the searcher’s intent. They’ll research and choose keywords with quality scores higher than two in accordance with Google’s requirements.
Data regulations: A Google Grant manager will keep an eye on your click-through rate (CTR), which must be at least 5%, according to Google’s program rules. They’ll also set up conversion tracking, monitor your performance, and make adjustments to ensure you’re meeting the minimum of one conversion per month.
Account structure guidelines: An agency will make sure your account follows the right structure, such as running multiple ads per group and using sitelink assets. They’ll also remind you to respond to the annual program survey.
Bottom line: A Google Grant agency will keep your Ad Grant account in check and fully compliant, even as Google updates its rules. Make sure the Google Ad Grant manager you partner with is able to support your needs as your account grows and evolves.
Any marketing agency can offer Google Ad Grant assistance. However, while there are some promising startup organizations that can provide high-quality service, nonprofits can ensure their Ad Grant account is in good hands by working with a certified Google Partner.
Google Partners are agencies that manage Google Ad Grants that Google has recognized as producing legitimate, quality work. These organizations are not run by Google, but the program does provide them with additional support to ensure their clients continue receiving unparalleled service.
Most Google Ad agencies will make it clear on their website that they are a Google Partner. However, if you want to only look at Google Partners, explore Google’s Partner Directory. Apply filters to find agencies that are near you and have the right level of certification, or enter the name of an organization you’re already considering to check if they’re a partner.
On our list of recommended Google Grant agencies, we have a mix of certified partners, like our own organization Getting Attention, as well as consultants that provide worthwhile services but have yet to enter the partner program.
The Benefits of Hiring a Professional for Google Grant Management
Partnering with a professional will drastically enhance your Google Ad capabilities. Especially when you hire an agency that’s Google-certified, you can rely on them to pick the best keywords for your cause and generate high-converting ads. Ultimately, they’ll empower you to make the most of your grant money and put your ads in front of likely prospects.
Here are some of the core benefits you should expect:
Ongoing optimization. A Google Grant agency will have keen insight into campaign creation and maintenance best practices. After your ads have been up and running for a while, these professionals will review the data, pinpoint potential improvements, and then implement those optimizations.
Clear reporting. Even if you work with data daily, understanding your ad campaigns’ performance results can be tricky. A Google Ad Grant manager will interpret this data for you, making sure you understand what’s going well and what can be improved.
These professionals have in-depth knowledge of the program’s requirements, features, and tools, so you can spend your time focusing on other areas of your nonprofit. All in all, partnering with a Google Ad Grant agency can be incredibly beneficial, as long as you spend time choosing the right one for your team!
How to Hire a Google Ad Grant Agency
To unlock the benefits of a grant manager, hiring a knowledgeable Google Grant agency is essential. Start your search by following the three stages of the hiring process:
Criteria search: Find an agency that meets your nonprofit’s preferred criteria, such as Google Ad Grant specialization, a fair pricing model, and Google Partner status. Explore different agencies’ websites to find out more about their services, case studies, and reviews.
Consultation: Meet with prospective agencies to learn more about their services. Prepare a list of important questions ahead of time, such as inquiries about the agency’s communications, certifications, and willingness to help beyond their traditional offerings.
Hiring: Narrow down your search to the top selection of potential agencies. Once you’ve made your choice, hire the agency that best fits your nonprofit’s needs!
Above all else, prioritize a Google Grant agency’s Ad Grant program knowledge, services, and professionalism. In turn, you’ll wind up with a professional who acts as an extension of your team.
10+ Best Google Ad Grant Agencies
Whenever you outsource work to an agency, it’s important that you explore your options before signing a contract. That way, you’ll wind up with one that’s the best possible fit for your organization and needs. While you can certainly do the digging on your own, here are 10 Google Grant agencies that we’d recommend to kickstart your search.
1. Getting Attention | Best All-Around Google Grants Agency
Here at Getting Attention, we specialize in Google Ad Grants and are a proud Google Partner. Our team is made up of professionals who know what it takes to develop campaigns that drive real results for your cause, no matter if you’re just getting started or already have active campaigns.
We don’t just quickly review your account and offer some tips. Our team partners closely with yours to fully understand your mission, who your nonprofit serves, and how you can drive meaningful conversions.
Here’s how we can help you make the most of your grant money:
Google Grant application. Don’t worry about forgetting something in your application. Our experts will walk you through your application so that you’re accepted!
Google Grant reactivation. We know that getting your Google Grant account suspended isn’t ideal. If your account was deactivated, we can help bring it up to code and make sure it stays that way.
Strategy creation. We’ll help you pick conversion actions to push you toward your goals, whether you want to increase donations, volunteer signups, event registrations, or something else. Then, we’ll select the best landing pages to get the job done!
Ad creation. We’ll write strong ads that target the right keywords and inspire likely supporters to take action.
Account optimization. We’ll track ad performance and adjust your bid strategies and ad copy to improve results. We’ll also make sure your account complies with Google’s rules.
Monthly data reporting. Our Google Grant agency will keep you in the loop with transparent reports that communicate KPIs like conversions, CTR, and ad spend.
Google Grant reactivation. We know that getting your Google Grant account suspended isn’t ideal. If your account was deactivated, we can help you get it up to code and make sure it stays that way.
Getting Started with Getting Attention
Our experts are fully committed to helping you develop inspiring ad campaigns. Plus, we aim to be fully transparent in our pricing, which is why we don’t charge any upfront fees and will help you manage your Google Ad Grants account for only $600 per month.
Get a free consultation, so we can chat about how we can help your nonprofit grow through powerful Google Ad Grant management. Don’t see a Google Grants service on our website that you need? We’re open to chatting about our experience in other areas to help you make the most of your campaigns!
2. Nonprofit Source | Best Google Grants Agency for Information
If you’re starting at square one with the Google Ad Grant, the most important thing you need is information. Nonprofits Source provides marketing assistance to charitable organizations looking to grow their online impact, but where it really shines is its host of free educational information.
While they offer general digital marketing services and don’t manage Ad Grant accounts, you can learn a lot about the Ad Grant program from them. Scroll through the Nonprofits Source blog to find detailed information about nearly every aspect of the Google Ad Grant, including:
Program overview. Need a basic rundown of how the Google Ad Grant works? Nonprofits Source has information on what the Ad Grant is, applying, choosing keywords, and maintaining a successful and compliant account long-term.
How to hire a Google Grant Agency. If you want a second opinion on how to hire a Google Ad Grant manager, Nonprofits Source has got you covered. They have articles look in-depth at what grant managers do, why you need one, and how to assess their qualifications.
Check out Nonprofits Source’s blog to learn more about the Google Ad Grant and partner with them to expand your online presence.
3. DNL OmniMedia | Best Google Grants Agency for Nonprofit Technology
DNL OmniMedia is a well-known nonprofit technology consultant. While it’s not their sole purpose, their offerings also include Google Grant services. They’ll help you with the following:
Keyword strategy development. They’ll help you target terms that are central to your mission and connect with likely prospects.
Analytic management. They’ll create custom reports that make sense for your campaigns’ priorities.
Website development. Powered by skilled developers, DNL OmniMedia can help you communicate your cause and drive conversions through your website.
Start by researching DNL OmniMedia’s other offerings to see how they can optimize other areas of your nonprofit’s technology strategy!
4. RKD Digital | Best Google Ad Grant Agency for Digital Marketing
As the first full-service direct-response company to be added to the Google Grant Certified Professional Community, RKD Digital works with nonprofits to produce effective marketing strategies. They’ll help you reimagine what marketing looks like with Google Grants services, such as:
Account activation. They’ll handle every part of the application process, from securing validation tokens to filling out relevant applications.
Campaign and ad creation. RKD Digital will build high-level campaigns that follow Google’s required account structure. They’ll even write the ad copy for you!
Holistic strategy development. They’ll help you determine how Google Ad Grants fit into your multichannel marketing strategy, so you can intertwine your efforts and achieve your conversion goals.
If this agency sounds like a good fit, check out their website to learn more about their approach to Google Ad Grant management. You can also dive into some of their other digital marketing services before contacting their team!
5. Allegiance Group | Best Google Grants Agency for Fundraising
Allegiance Group is a full-service firm that combines fundraising, marketing, and technology, so their nonprofit clients can inspire action and make an impact. They’ll help you harness the power of the Google Ad Grant with the following services:
Ad creation. Allegiance Group will craft the copy for your Google Ad campaigns, monitor your ads, and make adjustments based on the metrics it generates.
Form optimization. They’ll optimize your landing pages by developing custom forms and surveys that you can promote with Google Ads.
Custom reporting. They’ll develop custom implementations of Google Analytics for your team, delivering insightful reports and granting you access to real-time dashboards. You’ll get critical metrics, data interpretations, and recommendations for your next campaign.
Explore Allegiance Group’s website to learn more about how they’ll enable you to intertwine your digital fundraising and marketing efforts through the Google Ad Grant.
While their primary focus is on businesses, WebFX empowers NGOs to take advantage of Google Ad Grants and is even part of the Certified Partner Directory. As a leader in SEO, PPC, social, and web design services, they provide offerings like:
Industry analysis. They’ll analyze the current SEO landscape of your industry to determine what content your prospects are searching for online.
Ad copy and performance testing. They’ll handle the copywriting and monitor your campaigns’ performance to determine what drives users to engage with those ads.
Google Analytics tracking. They’ll make sure you set up goal tracking in compliance with the program’s guidelines.
WebFX is backed by a team of experts to help you make the most of your SEO strategy. Take a look at their website to learn more about their digital marketing services to make sure they align with your nonprofit’s needs.
7. Digital Ninjas | Best Google Grants Agency for Advocacy Organizations
Digital Ninjas is a professional consulting firm that helps nonprofits drive greater fundraising and advocacy results through digital campaigns. Their services dedicated to Google Ad Grant management and organic search include:
Google Analytics. These experts will measure the metrics that matter most to your organization within Google Analytics.
Account development. Once they’ve pinpointed the right keywords and gotten the ad copy approved, they’ll build out your account and make sure everything’s ready to go.
Check out their website to learn how Digital Ninjas can make your search engine marketing (SEM) endeavors a breeze.
8. Uprise Up | Best Google Grants Agencies for UK-Based Organizations
Located in the United Kingdom, Uprise Up is a data-driven digital media agency. As part of their relentless endeavor to further social good, they offer Google Ad Grant management services to nonprofits, including:
Account testing. Uprise Up will run your account through its Ad Grant policy checker to make sure you’re always adhering to the rules. They’ll also continually test your campaigns’ results to make sure they’re driving qualified prospects to your site.
Future-proofing. As a certified partner, Uprise Up is on top of the program’s requirements and will respond to any new algorithm changes as soon as they hear about them.
Compliance. This agency uses automated scripts to continually check that your account adheres to the policies. If anything is flagged, they’ll make the necessary adjustments to your account.
As one of the few UK-based Google Grant agencies, Uprise Up is a great choice for UK organizations. Before reaching out, take a look at their website to learn more about their work.
9. Koios | Best Google Grants Agency for Libraries
With a sole focus on libraries, Koios empowers its clients to make their library’s resources more discoverable online. The agency helps libraries take advantage of the Google Ad Grant program through management services like:
Google Grant application. Their team will set up your Google for Nonprofits and Google Ads accounts. If Google turns down your application, they’ll follow the instructions provided to reapply.
Ad optimization. Koios will monitor your campaigns and make sure you’re driving meaningful conversions. They even boast an average 12.8% CTR, which is well above the industry average of 3%.
Catalog awareness. They’ll help expose catalog records through your ads that would otherwise be invisible to Google.
Koios offers a 60-day free trial, so you can see what it’s like working with their experts. Before reaching out, explore their website to learn more about what they can do for you.
10. INTK | Best Google Grants Agency for Cultural Organizations
INTK works exclusively with cultural organizations, such as museums and performing arts centers, to generate awareness through targeted ads on relevant search results pages. Here are some of the core services they offer:
Google Grant application. INTK has a 99% success rate with Google Grant applications. On the off chance that your account isn’t approved, they’ll take the appropriate steps to ensure it is.
Campaign creation and maintenance. They’ll help you get your campaigns up and running. Then, they’ll perform monthly maintenance to ensure everything’s in line.
Website design. While separate from their Google Ad Grant management services, INTK also offers web design and development. They’ll create a website unique to your industry so you can develop valuable content to promote through your Google Ads.
INTK is certified by Google and has direct access to the Google Ad Grants team, which means they’re in the loop with the latest changes in the program’s compliance requirements. Take a look at their website to learn more about their approach.
11. Platypus Digital | Best Google Grants Agency for Multichannel Strategies
Platypus Digital is a leading digital marketing agency for charities. With expert Google Ad Grant management, they’ll help you increase brand awareness and connect with motivated supporters through services like:
Compliance audits. They’ll analyze your account and walk you through the exact changes you need to make to be in line with Google’s requirements.
Up-to-date reporting. They’ll report your performance through Google Data Studio dashboards. They’ll also send you regular emails and scheduled reporting calls where they walk you through the results.
Multichannel strategy development. They’ll also manage paid Google Ads and GrantsPro accounts. Plus, they’ll run search, display, YouTube, and shopping ads.
If you think Platypus Digital would be a good fit for your organization, explore their website to learn more about their Google Grant services.
When it comes to starting your nonprofit’s online marketing on the right foot, the Google Ad Grant is your answer. However, applying for and maintaining your account is no walk in the park. Turning to a professional Google Grant agency, like Getting Attention, is your best bet.
While we shared several recommendations, Getting Attention is the only Google-certified full-service agency that focuses solely on Google Ad Grants. We’ll handle every aspect of your account, starting with eligibility confirmation through ongoing maintenance. In no time, you’ll start driving more conversions, connecting with more prospects, and generating great results for your cause!
Are you interested in learning more about Google Ad Grants or marketing your mission effectively? Explore these great additional resources:
Google Ad Grants: The Complete Guide + How to Get Started. Curious about all the good that Google Ad Grants can do for your organization? Check out our complete guide where we cover everything from eligibility requirements to insider tips.
https://gettingattention.org/wp-content/uploads/2024/01/Google-Grant-Agency_Feature.png320835Jessica Kinghttps://gettingattention.org/wp-content/uploads/2021/08/getting-attention-logo.svgJessica King2025-01-20 12:00:272025-04-30 16:22:46Hiring A Google Grant Agency: Tips and 10+ Best Partners
When you hear matching gifts, what do you think of?
Maybe it’s a major donor who matches contributions made during a big campaign. As a nonprofit professional, you might’ve even participated in one of those. But did you know that there’s another type of matching gifts that can actually provide more value and are often easier for organizations like yours to benefit from? Introducing: corporate matching gifts.
Many donors, including those who give to your organization, are eligible for matching gifts through their employers. However, nonprofits often underutilize this fundraising strategy.
As a Google Ad Grants agency, we understand the power of harnessing every tool at your disposal that can help your nonprofit fulfill its mission. That’s why we’ve answered some important questions about matching gifts so you can leverage this major fundraising power. These include the following:
Ready to familiarize your team with the basics of matching gifts? Let’s jump right in!
1. What are corporate matching gifts?
Corporate matching gifts are a form of corporate philanthropy in which companies match donations their employees make to nonprofits and schools. Most matching gift programs are open choice, meaning any and all fundraising organizations can benefit without needing to have a formal, pre-existing relationship with the corporation.
That’s the simple version.
Matching gifts are essentially free money. They let donors maximize the impact of their gifts without reaching back into their own pockets. As a result, nonprofits can double or even triple their donation revenue.
2. How do matching gifts differ from matching grants?
Matching gifts are a type of corporate philanthropy where companies match donations made by their employees to eligible nonprofits. This means that when a donor gives, their employer contributes an equal (or sometimes greater) amount, effectively doubling the impact. Many companies match donations at a 1:1 ratio, but some offer 2:1 or even 3:1 matches, making it an easy way to multiply fundraising dollars without additional asks.
Matching grants, on the other hand, are generous funds put up by major donors, foundations, or corporations that will multiply the giving by any donors, often within a limited time frame. Unlike matching gifts, which are donor-driven, matching grants require nonprofits to secure contributions first to unlock the matching funds.
3. How does the matching gift process work?
Matching gift programs vary by company, but here’s an overview of the process in a nutshell:
An individual donates to a nonprofit. A supporter donates to your nonprofit, either online, by check, or through another giving method.
The individual checks to see if their employer will match their donation. Many companies have specific guidelines for matching gifts, such as minimum and maximum donation amounts, eligible nonprofits, and deadlines for submitting requests.
The individual submits a request for a match through their employer. If the donor’s company offers a match, the individual must submit a request for funds, either through their company’s matching gift portal or paper form.
The employer verifies the donation with the nonprofit. Once the donor submits the request, the employer verifies the donation and ensures it meets their program criteria.
The employer matches the individual’s donation. After approval, the company issues a matching donation—either by check, electronic funds transfer, or through a matching gift platform. This process can take anywhere from a few weeks to a few months, depending on the company.
Understanding the matching gift process is key to unlocking this hidden source of revenue. By streamlining the experience and making it easy for donors to participate, your nonprofit can unlock thousands (or even millions) in extra funding—all without asking donors to give more!
4. What are corporate matching gift program criteria?
Many companies establish a policy around matching gifts, complete with outlined match ratios, minimum and maximum amounts, and employee/nonprofit eligibility. Let’s dive deeper into each of those categories to see which kinds of guidelines you should be aware of.
Match Ratios
Most companies match at a 1:1 ratio, which means a dollar-for-a-dollar match. However, match ratios can span anywhere from 0.5:1 to 4:1. For example, a 1:1 match on a $50 donation means $100 total, while a 2:1 match on the same $50 gets you $150 total.
Minimum and Maximum Amounts
Companies also have minimum and maximum donation amounts that they’ll match. The most common minimum amount is $25, but these amounts can vary from $1 to $100.
Meanwhile, program maximums have an even wider range, often between $1,000 and $15,000. However, amounts will still vary below and above these figures.
In order to maximize your matching gift potential, it’s a good idea to keep an eye out for programs with low minimums and high maximums. Those are going to offer the best opportunities for revenue!
Eligibility
Many companies have restrictions on the types of nonprofits and employees that are eligible to receive or request a matched donation.
For nonprofits, most 501(c)(3) organizations are eligible for matching gift programs, including educational institutions, arts and cultural organizations, environmental organizations, health and human services, and more. The most common restrictions are usually against religious or political organizations, but it’s still up to the company. Today, most programs are open-choice, meaning the employee can give (and get their gifts matched) to whichever organizations they’d like.
For employees, their eligibility also depends on the company’s guidelines. This can include full-time, part-time, and retired employees. Some companies will even match gifts made by employees’ spouses or significant others, allowing for even greater matching gift potential for organizations!
5. What should the donor side of matching gifts look like?
As you collect donations from your supporters, their experience throughout the process can determine whether you retain their support. That’s why it’s important to streamline your entire donation process, including your matching gift efforts.
Here’s how you can do so!
Evaluate Your Current Donation Process
As donors give to your organization, do they see helpful resources about matching gifts? If not, the time of the donation is a prime opportunity to educate them. This is where that embeddable matching gift search tool comes in handy! Allow donors to use the search tool during the donation stage so they can immediately take action.
Follow Up About Matching Gifts
Once donors have submitted their donation, follow up and let them know that their gift can go twice as far—and give them instructions on how they can do so. If they haven’t submitted a match request to their employer, now is a perfect time to send a follow-up email to get the ball rolling.
Again, if you choose to use a tool like Double the Donation Matching, you can automate this process. This matching gift platform will automatically email donors on your behalf with the information they need to figure out their eligibility.
You can even go beyond email outreach by calling donors. Consider making phone calls to a narrowed-down list of high-value matching gift donors who are more likely to submit a match request. Phone calls take more of your staff’s time, but being selective about who you call can add a meaningful human touch to your matching gift outreach.
Streamline Your Verification Process
While some organizations are unfamiliar with the verification process for matching gifts, the good news is that it’s simple enough for teams to manage well. Verifying the original donation with a matching gift company means familiarizing your team with the corporate giving platforms that companies are using.
Some of these top corporate giving platforms include Benevity, YourCause, and CyberGrants. Understanding the guidelines for each of these major vendors will help you respond to verification requests quickly and avoid missing out on any matching dollars. Be sure to educate your staff so they understand how the verification process works.
Thank Your Donors
Thanking your donors should go without saying, but it’s still something we have to emphasize. Use your automation tools to thank your donors not only following their donation but also after you’ve received the match from their employer. This will help you cultivate the relationships you need to continue growing and serving your mission as a nonprofit.
For high-value donors, think about even more personalized approaches to give your thanks. Handwritten letters, eCards, and phone calls from senior leadership staff are just a sampling of the channels you can use.
Reviewing how your nonprofit handles the matching gift lifecycle can help you streamline the matching gift process for donors. Make it as easy as possible for donors to submit their matching gift requests, and then follow up to make sure they understand what the next steps are.
6. Is there a deadline to submit a matching gift request?
The deadline to submit a matching gift request will vary based on your donor’s employer. Still, there are three main types of deadlines a specific program might implement. This includes requirements for donors to complete their submissions…
Within a set number of months post-donation. A company will match a gift up to a certain number of months after the donation is made. As an example, this could be three, six, or nine months after the date of the donation.
By the end of the calendar year. A company will match a gift within the calendar year of when the donation is made.
By the end of the calendar year, plus a grace period. A company will match donations made through the end of the calendar year and then add additional months for employees to submit a request. These grace periods usually go through the end of January, February, or March.
However, the more time that passes after a supporter makes a donation, the less likely they will be to submit a match request. That’s why you have to promote matching gift opportunities to them as soon as possible.
Just knowing that their donation will go twice as far encourages donors to give a larger gift at the outset. Similarly, 84% of donors say they’re more likely to donate if a match is offered at all. If you have a potential donor who’s on the fence about giving to your organization, promoting corporate matching gifts can give them the extra push they need to make their decision.
Here are some other eye-opening matching gift statistics to help put things in perspective:
As you can see, there are plenty of benefits that come with matching gifts. They encourage donors to give to your organization while also boosting the initial gift amounts.
8. Why aren’t more nonprofits using matching gifts?
It turns out, much of the time, both nonprofits and donors don’t know about matching gifts. And that leads to significant amounts of available revenue being left on the table.
For nonprofits, reasons include a lack of staff, resources, and time needed to zero in on matching gift revenue. Many times, organizations don’t know who a donor’s employer is or what their matching gift policy is, so they’re not of much assistance throughout the donor experience. Not to mention, manual follow-ups would require an investment of resources that many organizations simply lack.
For donors, meanwhile, most don’t even know that their company offers a matching gift program. Additionally, the process of getting their donation matched may seem way too complicated or unclear to get started with, especially without proper guidance.
The result? Approximately $4-$7 billion in matching gift funds goes unclaimed every year. That’s money that could be reinvested into nonprofits to help support their operations and spread their missions. But fortunately, solving for these issues is simple with a dedicated strategy and the tools to back it up.
9. Which companies offer matching gifts?
Good news: There are more companies that match donations than you may think.
Some of the top matching gift companies include Microsoft, Apple, Google, Home Depot, and Disney. In fact, 65% of the Fortune 500 have reported offering matching gift programs for their employers. Many of these companies offer high maximum match limits and match donations to most types of nonprofits.
For example:
Microsoft matches up to $15,000 in donations to most nonprofits at a 1:1 ratio for full- and part-time employees.
Disney matches up to $25,000 in donations to most nonprofits at a 1:1 ratio for full- and part-time employees.
Apple matches up to $10,000 in donations to most nonprofits at a 1:1 ratio for full- and part-time employees.
Still, this is only a snapshot of the many matching gift companies out there. And it’s not just large corporations handing out money, either. These companies range in size and guidelines, which is why it’s essential that you understand where your donors work (and whether they qualify for the programs) to get in on this funding source.
10. How do I get leadership support for matching gifts?
Often, the first step in rallying your team around matching gifts is focusing attention on getting leadership support. Without backing from leadership, it may be more challenging to get the rest of your staff on board in the first place.
First and foremost, you need to help leadership see the value in matching gifts. This momentum will then trickle down to the rest of your staff. Double the Donation outlines effective ways to get your leadership on board with matching gifts. These include:
Using internal data. Rather than talking about the value of matching gifts, show the impact they can have on your organization through data. Highlight information about your number of match-eligible donations versus actual submitted matches, total revenue raised from matching gifts, and the number of donors who work for matching gift companies.
Spending time developing a strategy. Take a few hours a month to develop your matching gift strategy, and then encourage your leadership to do the same. This way, you’ll make your strategies even more effective.
Holding short meetings with leadership. Schedule short, 15-minute meetings that respect your leadership team’s time but still allow you to demonstrate the value of matching gifts. Explain the basics of matching gifts, their impact, and their benefits. Then, schedule future meetings to report back on your progress and growth.
When your leadership is on board with your matching gift plan, your entire team will be more willing to work toward your matching gift goals. Get them excited about the prospect of a considerable revenue increase, and be sure to showcase how leveraging matching gifts effectively can get you there.
11. How can I educate my team about matching gifts?
Next, it’s time to get the rest of your team on board. Unfortunately, many nonprofits don’t spend time educating their staff about matching gift programs. This is especially true for organizations that don’t realize the impact matching gifts can have on their revenue.
That’s why we’ve rounded up some effective steps that you can take to get your team up to speed:
Target the right staff members. This includes staff members who are in charge of campaigns and events, finances, marketing, and more. For example, campaign and event organizers can advertise matching gifts in their communications with attendees, while finance staff can track and report on matching gift revenue. Your marketing team can then promote matching gifts across all communications.
Provide educational resources. Offer educational resources (Double the Donation offers a number of great ones for free or low cost) to educate your team about matching gifts so they’re more receptive to the information. This way, they’ll know what there is to know about matching gifts and can answer questions from donors as they arise.
Make matching gifts part of onboarding. Train new team members on the matching gift process so they know about them from the outset. You can also give out one-pagers, set up calls or meetings, and attend webinars to help educate all current staff. Double the Donation’s Matching Gift Academy can be a great asset for this, too!
Educating your new staff members and giving those refreshers to your entire team will help make matching gifts more effective across your organization. Be sure to offer helpful resources that they can access and provide training so they’re ready to handle anything matching gift-related that comes across their desk.
12. How can my organization promote matching gifts?
We’ve made it clear that a lack of awareness is a big issue when it comes to matching gifts. So, how can your organization market matching gifts to your donors?
We’ll cover some of the top marketing methods below!
Google Ad Grants
Did you know Google offers eligible nonprofits $10,000 in monthly ad credits to promote their websites? The Google Ad Grant is a great marketing tool for promoting matching gifts.
Since the Google Ad Grant program requires you to set up ad campaigns with specific goals, you can create a campaign for promoting matching gifts. Then, you can create ads directing users to your matching gift page to encourage them to participate.
At Getting Attention, we’re committed to helping nonprofits navigate Google Ad Grants, from determining program eligibility to managing ad campaigns. We’d be happy to consult with you to determine how we can best serve your Google Ad Grant needs.
Email Outreach
Email outreach can take a few different forms: confirmation emails, newsletters, thank-you letters, and more. When you send out these types of messages, it’s important to mention matching gifts for the best results.
Here’s some text you can include in your thank-you email after a donor has contributed to your cause:
Thank you for supporting our organization! Did you know that many companies match their employees’ donations to our nonprofit? Check your eligibility and access the appropriate forms and instructions to submit a match today.
You can even include a link to learn more about matching gifts within your email!
Social Media
If your nonprofit has a strong social media presence or is in the process of building one, take advantage of post-scheduling tools to post about matching gifts throughout the year.
Social media impacts donors—in fact, 32% of donors who give online say that social media is the channel that most inspires them to give. Whether you’re using Facebook, Twitter, Instagram, TikTok, or other platforms, be sure to include links that direct supporters to the information they’ll need to submit a match request to their employer.
When supporters are already on your donation page, that means they’re serious about donating to your cause. Since donors are most engaged at this step, this is the perfect time to promote matching gifts.
All you need to do is prompt each donor to provide their employer’s name directly within your donation form as they give—either with an optional freeform text field or using a dedicated matching gift search tool. From there, you can use your matching gift database to screen donor information for matchable transactions!
Dedicated Matching Gift Page
By creating a dedicated matching gift page, you can provide donors with general educational information about matching gifts, as well as company-specific matching gift forms, guidelines, and instructions.
Having a specific page that houses all of the information donors need will make it easier for supporters to submit a match request. You can send donors there through social media posts, emails, and other types of communication.
Matching Gift Search Tool
By investing in matching gift software that offers access to a matching gift database, you’ll hand-deliver donors updated and comprehensive information about their employer’s matching gift guidelines and forms. For the best results, this tool can be embedded in your donation forms, confirmation pages, Ways to Give pages, and more!
13. What is a matching gift database?
Speaking of embedding a matching gift search tool, making the investment in matching gift software can provide just the boost you need to drive those match-eligible donations to completion. More specifically, a matching gift database can give you access to information about thousands of company matching gift programs.
How does a matching gift database work?
A matching gift database is easily accessible via a search tool plugin. This plugin can go anywhere on your website, including donation forms and dedicated matching gift pages, and allows donors to search for their eligibility in seconds.
Here’s how it works:
The donor accesses the search tool on your website.
The donor types their employer’s name into the search tool.
The search tool then populates with information about their employer’s matching gift program.
Sounds great, right? If you’re looking for effective matching gift software, we recommend checking out Double the Donation, the leading provider of matching gift tools. After all, Double the Donation offers a powerful matching gift automation tool that empowers donors to access Double the Donation’s comprehensive matching gift database. This resource houses information on more than 24,000 companies and subsidiaries and their matching gift programs, making it easier than ever to locate the right data when you (or your donors) need it.
Double the Donation Matching also scans information donors provide during the donation process, determines their matching gift eligibility, and triggers automated emails that outline the next steps specific to the donor. Plus, Double the Donation Matching integrates with more than 100 of the leading nonprofit CRMs, peer-to-peer fundraising software, and donation software, so it’s an excellent choice if you’re already using one or more of those tools.
14. How should I manage matching gifts with multiple chapters or affiliates?
For many organizations, encouraging matching gifts means keeping track of your donors’ employers and having a set process in place for outreach. However, larger organizations that have multiple chapters or affiliates may run into issues when managing matching gifts.
For the best results, these types of organizations should consolidate their matching gift process. According to Double the Donation’s complete guide for chapters and affiliates, consolidation means that each unit will follow a central process to secure matching gifts.
Here are some top tips on how you can do this:
Choose how you’ll consolidate. Whether this is on a national level, a regional level, or independent by chapters, you’ll want to base this decision on how consistent you want your donor experience to be and how you want reporting to take place.
Develop an action plan. Your action plan should include understanding your current process, putting together a matching gift team, optimizing the verification process, and determining your revenue goals.
Standardize the follow-up process. Set clear guidelines to ensure individual chapters are identifying and following up with match-eligible donors. This way, you can continue the conversation around matching gifts and create a more consistent donor experience.
These strategies can make a massive difference if your organization runs in multiple locations. A consistent process will help your teams avoid missing out on matching gift opportunities and create specific guidelines each unit should follow, all while providing a more seamless donor experience.
15. Are matching gifts the only type of corporate giving?
In addition to matching gifts, there are many other types of corporate philanthropy. From monetary grants for volunteer hours to event sponsorships and more, here are some of the top corporate giving programs:
Volunteer Grants
Also known as “Dollars for Doers” programs, volunteer grants are a type of corporate philanthropy in which companies provide monetary grants to organizations where their employees regularly volunteer.
Here’s how volunteer grants work:
An individual volunteers with a nonprofit.
The individual tracks their hours and submits a request for a volunteer grant with their company.
The company verifies the hours with the nonprofit.
The company provides a check to the nonprofit.
If you already have a dedicated group of volunteers, encourage them to check their eligibility for a volunteer grant. You might be able to get some extra corporate dollars this way.
Volunteer Time Off
Volunteer Time Off (or VTO) is a type of corporate giving program in which companies provide employees with paid time off to volunteer with nonprofit organizations. Unlike traditional PTO used for vacations or personal days, VTO allows employees to give back to their communities without sacrificing their salary or work hours.
When properly utilized, VTO can become a win-win for both businesses and nonprofits. Employees get to make a difference without financial barriers, companies build stronger community connections, and nonprofits gain valuable volunteer support to further their mission.
Fundraising Matches
Fundraising matches are similar to matching gifts in that donations are matched by a company.
The difference?
Fundraising matches apply to fundraising events, like walk-a-thons or 5Ks. The participant’s employer will then match the money the participant raises (rather than gives directly) through sponsorships or other donations.
Automatic Payroll Deductions
One of the simplest forms of corporate giving is automatic payroll deductions. Through this corporate giving program, employees have a portion of their paychecks donated to a nonprofit on a regular basis.
Specific companies may have guidelines on which organizations they’ll donate to. Typically, the organization has to share similar values with the company, like environmental causes or other issues. Once your organization has been approved, this is a great source of recurring donations.
In-Kind Donations
Many companies donate more than just money to nonprofits. Some also provide in-kind donations, which means goods or services. To give you an example, a company might donate computers, consulting services, or even food to organizations.
In-kind donations not only benefit nonprofits but also give companies a sense of pride in helping a worthy cause.
Sponsorships
One of the most impactful forms of corporate giving is sponsorships, where businesses provide financial or other support to nonprofits in exchange for recognition, branding opportunities, or community goodwill.
Sponsorships generally form mutually beneficial partnerships—companies gain visibility and enhance their corporate social responsibility efforts, while nonprofits receive essential funding or resources to further their missions.
16. Where can I learn more about matching gifts?
Now that we’ve answered the most common matching gift questions, you should have a deeper understanding of what matching gifts are. You can now start encouraging participation from your supporters and watch as your donation revenue increases exponentially.
If you need some additional information about matching gifts before you get started, we’ve compiled some helpful resources below:
One-off matching gift programs are a powerful yet often underutilized fundraising tool for nonprofits. Unlike traditional matching gift programs, which are generally tied to ongoing corporate giving initiatives, one-off matching gifts are unique opportunities that can create a significant impact for a single organization.
In this blog post, we’ll explore the key strategies to ensure your organization drives support through these impactful programs. This includes:
All in all, establishing and leveraging these programs effectively can drive donor engagement, amplify contributions, and build strong relationships with corporate partners. However, understanding how to promote and execute one-off matching gift campaigns is crucial to maximizing their potential.
Let’s get started with an overview of the basics!
Defining One-Off Matching Gift Programs
One-off matching gift programs are specific and generally time-bound partnerships between a company and a single nonprofit organization.
While traditional matching gift programs are typically ongoing and open to a wide range of nonprofits, one-off matching gifts are targeted initiatives in which a company commits to matching employee donations exclusively to one chosen nonprofit for a defined period or campaign.
These programs often align with a company’s corporate social responsibility (CSR) goals, focusing on causes or events that resonate with their values or employee interests. For nonprofits, this provides a unique opportunity to secure amplified support for their mission while building a closer relationship with the partnering company.
For example, a company might announce a one-off match during a nonprofit’s annual gala or Giving Tuesday campaign. If an employee donates $50 to the organization, the company matches that amount, turning a $50 contribution into $100 or more.
Understanding the Benefits of One-Off Matching Gifts
One-off matching gift programs offer numerous advantages for nonprofits, donors, and the companies initiating the match. By understanding these benefits, organizations can more effectively leverage these unique opportunities to maximize their impact.
1. Amplified Fundraising Impact
The most immediate benefit of one-off matching gifts is the ability to amplify the funds raised during a campaign significantly. When donors know their contributions will be matched, they are often more motivated to give—and to give more—knowing their impact will be doubled or even tripled. This leads to higher overall donation totals and a stronger ability to meet fundraising goals.
2. Increased Donor Engagement
One-off matching gifts create a sense of urgency and excitement that can energize donors. The limited nature of these programs encourages immediate action, helping nonprofits reach new supporters and re-engage lapsed donors. Additionally, donors feel a greater sense of accomplishment, knowing their contributions are being maximized through corporate matching.
3. Enhanced Corporate Partnerships
One-off matching gift programs offer a strategic way to align with charitable-minded businesses and demonstrate their commitment to social good. These initiatives can strengthen relationships with corporate partners, enhance the organization’s reputation, and foster goodwill among supporters and employees alike.
By capitalizing on the benefits of one-off matching gift programs, nonprofits can not only boost their immediate fundraising outcomes but also build stronger relationships with donors and corporate sponsors, setting the stage for long-term success.
Identifying Partners for One-Off Matching Gift Programs
Securing the right corporate partner is a critical step in launching a successful one-off matching gift program. Remember: the ideal partner will not only have the resources to support your fundraising efforts but will also align with your mission, values, and community impact goals.
There are a few ways you can do so:
Look into companies in your network that aren’t currently matching gifts. Take a look at the companies your donors work for. Then, narrow your search for those not currently offering matching gift programs. These can be some of your best opportunities—and you can even use existing employee interest as a way to get your foot in the door.
Consider special campaigns with existing matching gift companies. Just because a company already matches gifts doesn’t mean they won’t be up for a special campaign in partnership with your organization. For example, see if you can pitch a program where the partnering company matches gifts to your cause at a 2:1 rate rather than the standard dollar-for-dollar ratio.
Research other mission-aligned companies. Look for companies whose mission, values, or products align with your cause. For example, an environmental nonprofit could approach businesses in the renewable energy sector, while a nonprofit focused on education might target local schools, tech companies, or bookstores. Shared values can make the partnership more compelling for the company and its employees alike.
Engage local businesses. Local businesses are often eager to support nonprofits that directly impact their community. These companies may not have large-scale matching gift programs but could be open to supporting a one-time initiative that highlights their commitment to local causes.
By carefully identifying and approaching the right partners, your nonprofit can secure meaningful one-off matching gift opportunities that amplify your fundraising efforts and create lasting relationships with corporate sponsors.
Marketing One-Off Matching Gift Programs to Supporters
Effectively promoting a one-off matching gift program is essential to maximizing its impact. With a clear and compelling marketing strategy, nonprofits can create excitement among supporters and encourage higher participation.
Here’s how you can market your one-off matching gift program effectively:
1. Establish a Sense of Urgency
One-off matching gift programs are often time-sensitive, making urgency a key driver of donor action. Use countdowns, deadlines, and phrases like “limited-time opportunity” or “get your gift matched by your employer today” in your messaging.
After all, highlighting the temporary nature of the match tends to motivate donors to act quickly and without hesitation.
2. Utilize Social Media
Social media platforms are ideal for generating buzz around your one-off matching gift program. Post eye-catching graphics, testimonials, and updates about the campaign’s progress.
For the best results, we recommend using hashtags, tagging your corporate partner, and encouraging supporters to share the campaign with their networks to expand your reach.
3. Send Targeted Campaign Asks
For a one-off matching gift program, you generally don’t need to send a donation request to everyone in your database. Rather, it’s a good idea to focus on those who qualify for the match—employees of your corporate partner.
And since this is likely a limited list, you can do a lot to ensure your messaging is well-tailored to the intended recipient!
4. Showcase the Corporate Partner’s Role
Be sure to highlight the corporate partner’s generosity and involvement in your marketing materials. Recognizing their contribution builds goodwill and strengthens the partnership. It also encourages the company’s employees to participate in the campaign before it’s too late.
5. Leverage Peer-to-Peer Advocacy
Encourage your current supporters (especially those employed by your matching gift partner) to spread the word. After all, peer-to-peer advocacy can significantly amplify your campaign’s reach.
Provide your donors and volunteers with shareable content, like social media posts and email templates, to make it easy for them to promote the match.
6. Involve Your Corporate Partner in Promotions
Don’t forget to collaborate with your corporate partner to promote the match! In order to spread the word, the company can share the opportunity through its internal communication channels, like company newsletters or intranet, as well as public platforms, such as its social media accounts.
7. Utilize Visual Storytelling
Use photos, videos, or graphics to visually demonstrate the impact of the matching gift program. A short video showcasing beneficiaries or a graphic illustrating the doubled donations for your cause can resonate emotionally with supporters and inspire them to give.
8. Follow Up with Impact Reporting
After the campaign ends, share the results with your supporters—and your corporate partner. Send thank-you emails and share social media posts showing the total amount raised and how the funds will be used. Highlighting the tangible outcomes of their contributions reinforces donor loyalty and sets the stage for future giving opportunities.
By implementing these marketing strategies, your nonprofit can raise awareness, generate excitement, and drive greater participation in your one-off matching gift program, ensuring its success.
Automating One-Off Matching Gift Programs
One-off matching gift programs can go a long way—but they can also be difficult to facilitate and manage on your own. Luckily, that’s where matching gift automation comes in, making things easier for everyone involved.
How?
Automation can play a crucial role in the success of one-off matching gifts, streamlining processes and reducing the administrative burden for nonprofits, their donors, and their corporate partners alike. By leveraging the right tools and strategies, organizations can enhance donor engagement, improve tracking, and maximize the impact of these limited-opportunity initiatives.
Employer Search Functionality
This feature allows nonprofits to incorporate a searchable database of companies with matching gift programs, including those offering one-off matching opportunities. This way, donors can quickly identify whether their employer is participating in the program, access matching gift details, and follow any specific submission guidelines—all from the donation page.
This increases program knowledge with straightforward and accessible information, improves the donor experience with real-time access to relevant company information, and reduces barriers to participation. Plus, with Double the Donation, it’s even customizable for one-off matches, allowing nonprofits to highlight specific companies involved in the current campaign and ensuring donors are aware of the opportunity as they give.
Matching Gift Request Auto-Submission
Auto-submission technology, offered by Double the Donation, enables donors to authorize the platform to automatically submit their matching gift request directly to their employer, eliminating the need for a separate process after their donation.
This streamlines the submission process and increases the likelihood that donors complete their requests, reduces donor effort to provide a frictionless experience, and boosts campaign results overall, ensuring nonprofits capture the full potential of available matches.
Automated Follow-Up Communications
This feature triggers personalized, timely reminders to donors who qualify for matching gift programs but have not yet completed the process. These messages can include company-specific instructions, deadlines, and direct links to take action.
This increases submission rates by ensuring donors don’t forget to complete their matching gift requests, saves time for nonprofits by eliminating the need for manual reminders, and improves donor engagement with relevant, helpful follow-ups.
Contribution Tracking
Automated systems allow nonprofits to track donations, matching gift submissions, and overall progress for one-off matching gift campaigns in real time. These tools consolidate data, making it easy to monitor key metrics and generate reports.
Overall, this ensures transparency by providing accurate updates to partners and donors, simplifies reporting (building trust and credibility), and informs future strategies with insights gained from tracking metrics.
All in all, automation simplifies and enhances the effectiveness of one-off matching gift programs by reducing administrative tasks, increasing donor engagement, and ensuring accuracy in tracking and reporting.
By automating one-off matching gift programs, nonprofits can focus on engaging donors and maximizing the program’s impact. These tools not only save time but also enhance the donor experience, paving the way for more successful campaigns in the future.
Final Thoughts & Further Reading
One-off matching gift programs provide a unique opportunity to boost fundraising efforts, attract new donors, and deepen connections with existing supporters. By timing your campaigns strategically, promoting the match effectively, and emphasizing the impact of the multiplied contributions, your nonprofit can fully harness the potential of these limited-edition programs.
The next time a corporate partner offers a one-off match, view it as more than a generous donation—see it as a chance to galvanize your donor base and achieve new fundraising milestones. With careful planning and execution, one-off matching gift programs can become a game-changing component of your nonprofit’s fundraising strategy.
Ready to learn more about matching gifts and beyond? Browse our list of recommended resources to continue growing your knowledge below:
25 Top Matching Gift Companies to Have On Your Radar. Interested in which generous companies already offer matching gift programs? Check out this list of leading employers to keep an eye out for in your donor base.
Payroll giving is an increasingly popular effort that allows employees to contribute directly to charitable causes through automatic deductions from their paychecks. For nonprofits, this presents a unique opportunity to tap into the philanthropic spirit of companies’ employees.
Interested in discovering how your own nonprofit can do so? We’ll cover everything you need to know about payroll giving here.
By leveraging employee support through payroll giving, organizations can drive meaningful change while simultaneously enriching the workplace culture. Read on to find out how.
What is Payroll Giving?
Payroll giving is a charitable contribution method that allows employees of participating companies to donate a portion of their salary directly to nonprofit organizations through automatic deductions from their paychecks on a regular basis.
This system simplifies the donation process, making it easy for employees to support causes they care about without needing to manage separate transactions or giving efforts. Meanwhile, organizations receive additional support and resources through the programs, allowing them to make a larger impact in their respective missions.
Typically, companies’ employees can choose how much they want to contribute and select the intended recipient from a list of approved charities or organizations. The donations are then collected by the employer and forwarded to the chosen nonprofits, often according to a monthly or quarterly structure.
What Are the Benefits of Payroll Giving for Nonprofits?
According to payroll giving statistics from Double the Donation, nearly 6 million U.S. employees donate through payroll giving programs. That’s more than $173 million each year, which is a big chunk of funding that can make a significant impact on nonprofits like yours.
Here’s how:
1. Payroll Giving Creates a Reliable Source of Income
Payroll giving provides nonprofits with consistent, recurring donations, enabling them to plan more effectively and allocate resources efficiently. This predictable income stream helps organizations sustain ongoing programs, fund new initiatives, and manage operational costs with greater stability.
With regular contributions arriving throughout the year, nonprofits can worry less about fluctuating funding and focus more on achieving their mission.
Payroll giving fosters a culture of sustained giving, as donors commit to contributing a portion of their salary on a regular basis. This long-term commitment builds deeper connections between donors and the causes they support, resulting in higher donor retention rates.
3. Payroll Giving Reduces Administrative Overhead
Since payroll donations are automatically deducted from an employee’s paycheck, nonprofits often face lower administrative burdens compared to processing individual one-time gifts. These automated systems reduce the need for extensive follow-up, data entry, or payment tracking, allowing nonprofits to allocate more resources to their programs and outreach efforts.
4. Payroll Giving Amplifies Donations Through Matching Programs
Many employers offer matching gift programs alongside payroll giving, doubling or even tripling the impact of employees’ contributions. For nonprofits, this means that every dollar donated through payroll giving has the potential to go even further, maximizing the overall impact of the program.
Promoting these matching opportunities encourages more employees to participate, creating a win-win for donors, companies, and nonprofits alike.
Payroll giving programs often serve as a bridge between nonprofits and corporate partners, enhancing collaboration and fostering goodwill. By supporting these initiatives, companies demonstrate their commitment to Corporate Social Responsibility (or CSR), while nonprofits gain valuable allies in spreading awareness and increasing their donor base.
These partnerships can lead to additional support, such as sponsorships, volunteer programs, or in-kind donations, too.
6. Payroll Giving Expands Donor Reach
Workplace giving programs introduce nonprofits to new audiences they might not otherwise reach. Employees who participate in payroll giving may not have previously donated but are motivated by the convenience and encouragement of their employer’s program. Over time, these individuals can even become passionate supporters and advocates for the nonprofit’s mission.
7. Payroll Giving Provides a Competitive Edge
For nonprofits seeking to stand out in the crowded fundraising landscape, payroll giving offers a unique advantage. The streamlined, hassle-free nature of these programs makes them appealing to donors and gives nonprofits an edge in retaining long-term support. Additionally, offering payroll giving as an option signals that the organization is innovative and aligned with modern fundraising and corporate partnership practices.
How Does Payroll Giving Benefit Companies + Employees?
Payroll giving programs also benefit both companies and employees in several meaningful ways, enhancing workplace culture, employee satisfaction, and community impact.
Here’s a breakdown of the benefits:
Benefits for Companies
Enhanced Corporate Social Responsibility (CSR) Profile Payroll giving demonstrates a company’s commitment to supporting communities and aligns with CSR initiatives, improving the company’s reputation and appeal to socially conscious stakeholders.
Improved Employee Engagement and Retention Employees value opportunities to contribute to causes they care about, and payroll giving programs make it easy. This boosts morale, engagement, and loyalty, reducing turnover rates.
Strengthened Community Ties By enabling employees to support local or global causes, companies foster stronger relationships with the community, creating goodwill and unleashing the potential for new partnerships.
Benefits for Employees
Convenience in Giving Payroll giving allows employees to donate directly from their paycheck, making the process seamless and eliminating the need for separate transactions.
Increased Giving Power Many companies offer matching gift programs that amplify employee donations, maximizing the impact of their contributions without additional cost to the employee.
Tax Efficiency Payroll donations are often pre-tax, reducing the taxable income for employees while ensuring their chosen charity receives the full donation amount.
Empowerment and Purpose Employees feel more connected to their company and their chosen causes, fostering a sense of pride and purpose in their work.
All in all, payroll giving creates a win-win scenario for companies and employees, building a positive workplace environment while driving significant social impact. It enhances personal fulfillment for employees and strengthens the company’s role as a community leader.
What Does the Payroll Giving Process Look Like?
The payroll giving process is designed to make charitable contributions simple, seamless, and impactful for both employees and employers.
Here’s a step-by-step breakdown of how it typically works:
1. Program Setup by Employer
If a company is interested in developing a payroll giving program, the first step is generally to select a payroll giving provider to facilitate and streamline the process. From there, it’s time to define policies and establish specific guidelines for the program. This should include employee and nonprofit eligibility, frequency of deductions, and whether they’ll offer matching gifts or other incentives.
Then, the company begins promoting the program and educating its workforce about the giving opportunity through onboarding, internal communications, and various promotional campaigns to maximize participation.
2. Employee Enrollment
Interested employees can then decide to enroll in the payroll giving program by selecting a charity they wish to support, generally from a list of registered organizations. Employees decide how much they want to contribute per paycheck, often with the option to set a fixed amount or a percentage of their salary.
This part of the process is typically done by completing a simple enrollment form or online process, authorizing the employer to automatically deduct the approved amount directly from the individual’s paychecks going forward.
3. Payroll Deductions
Once enrolled, the specified donation amount is automatically deducted from the employee’s paycheck, often pre-tax (though this can depend on local guidelines and regulations).
Deductions are generally reflected on employees’ pay stubs, providing a clear record for transparency and tax purposes.
4. Funds Distribution
Finally, donors’ employing companies—or their giving platforms—consolidate all employee donations. From there, funds are distributed to the selected nonprofits on a regular schedule (e.g., monthly or quarterly), ensuring timely delivery.
8 Companies Offering Payroll Giving Programs
For the best results, nonprofits should be familiar with companies offering payroll giving programs. After all, these initiatives will allow organizations to significantly enhance their fundraising strategies, as they provide a reliable source of funding through recurring, employer-sponsored donations.
While we can’t list them all, we have selected a few examples of well-known companies with payroll giving opportunities to spotlight below. These include:
Looking for even more examples of companies with payroll giving programs—along with other giving opportunities? Consider investing in a workplace giving database like Double the Donation!
Tips for Increasing Support Through Payroll Giving
Increasing support through payroll giving requires strategic planning and effective communication with your audience. Here are some best practices to enhance participation and engagement:
Pre-register for companies’ giving portals.
To maximize the potential of payroll giving, nonprofits should ensure their organization is listed and up-to-date in companies’ workplace giving portals. After all, many corporations use platforms like Benevity or CyberGrants to manage employee giving programs. By pre-registering, nonprofits make it easier for employees to select their organization and start donating.
Best Practices for Pre-registration:
Verify eligibility and complete all required certifications.
Provide detailed, compelling descriptions of your mission and programs.
Regularly update contact and payment details to avoid disruptions.
Pre-registration reduces barriers for donors and ensures that employees can easily find and support your organization. It also demonstrates professionalism and preparedness, enhancing your credibility with both companies and their employees.
Focus on the benefits and impact of payroll giving.
Communicating the benefits and real-world impact of payroll giving is crucial for engaging potential donors. Therefore, it’s a good idea to highlight how payroll giving simplifies contributions and amplifies their impact, especially when paired with other programs, like matching gifts.
Share tangible examples of how payroll giving has transformed your programs, supported your beneficiaries, or helped achieve specific goals. Use metrics, photos, or videos to make the impact relatable and real. And don’t overlook the power of a donor story or testimonial, either.
Provide exclusive incentives for payroll giving donors.
Encouraging donors to commit to payroll giving can be easier when exclusive perks are offered. These types of incentives make donors feel valued and appreciated while fostering a sense of community among supporters.
Here are a few ideas you might consider:
Early access to event tickets or special donor-only events.
Personalized thank-you messages or recognition in newsletters and annual reports.
Branded merchandise, such as tote bags, T-shirts, or mugs, for payroll donors.
Exclusive updates or behind-the-scenes content about your programs.
Positive incentives create a positive feedback loop, where donors feel rewarded for their generosity, increasing their likelihood of staying committed to your organization long-term. Plus, it can be just what on-the-fence supporters need to make the first jump and enroll in the program!
See it in Action: Nonprofits Promoting Payroll Giving Well
Many nonprofits have established effective strategies for promoting payroll giving opportunities, showcasing innovative ways to engage employees and businesses alike. Here are a few examples of organizations that tend to excel in this area:
Water Aid
WaterAid is a global organization working to provide clean water, decent toilets, and good hygiene in developing countries. The nonprofit highlights payroll deduction gifts as a leading way for donors to make a difference, and it does so specifically with the Payroll Giving landing page below.
The organization’s FAQ section also calls out another form of workplace giving that often goes hand-in-hand with payroll giving: matching gifts. It even links to the nonprofit’s workplace giving database tool for donors to easily discover their eligibility for a match.
WWF
WWF, also known as the World Wildlife Fund, is an international conservation organization focused on preserving the world’s most vulnerable species and ecosystems. In order to drive support through payroll giving donations, WWF has established the following page dedicated to the programs:
The page also links to a video that further explains the payroll giving opportunity, empowering donors and companies alike to learn more and get involved with the programs. And they really focus on the tax benefits, too—driving the idea that a $5 monthly donation will cost no more than $4!
Save the Children
Save the Children is a global nonprofit organization dedicated to improving the lives of children through education, healthcare, emergency response, and advocacy. The organization is dedicated to making the most of workplace giving programs for its cause, which include payroll giving, matching gifts, and more.
One way that it does so is with the following landing page on its website:
Kawartha Lakes Food Source
Kawartha Lakes Food Source (or KLFS) is a not-for-profit distribution center supplying food and personal care items to member organizations in the City of Kawartha Lakes. As the organization aims to raise more through payroll giving programs, the team shared the following social media post to raise awareness:
This outlines the payroll giving opportunity and encourages donors to get in contact with their payroll departments to get set up.
Wrapping Up & Additional Resources
Payroll giving stands out as a powerful and efficient way for nonprofits to harness employee contributions and create a lasting impact on their causes. By facilitating effortless donations directly from supporters’ paychecks, organizations can build a reliable funding stream that supports their missions and programs.
Ultimately, payroll giving represents a win-win scenario. It enables employees to make meaningful contributions while empowering nonprofits to do more than ever before. By embracing this collaborative approach, both parties can work together to create positive change.
Interested in learning more about workplace giving opportunities and beyond? Check out these recommended resources to keep reading:
Nearly 90% of organizations use video for marketing, and 95% of video marketers see it as a vital part of their overall strategy. Of the marketing professionals who don’t use video marketing, 37% simply aren’t sure how to get started. If your nonprofit is part of that 37%, then a good place to start is understanding the most ubiquitous video hosting platform on the internet: YouTube.
Founded in 2005, YouTube is one of the most visited sites on the internet, second only to Google, YouTube’s parent company. While there are other options for publishing videos, most nonprofits rely on YouTube thanks to its large audience, intuitive interface, and nonprofit program. Previously called YouTube for Nonprofits, the YouTube Nonprofit program offers verified organizations exclusive tools and resources to empower impactful video creation.
To help you get started with the program, this guide will explore the basics of this marketing opportunity and how to make successful videos:
As you explore the YouTube Nonprofit Program, collaborate with your marketing team, particularly those experienced with video production and YouTube. Together, brainstorm video ideas and assess what level of production is feasible given your nonprofit’s resources. Once your nonprofit is approved and ready to start posting on YouTube, your marketing team can get straight to work supporting your digital awareness and fundraising campaigns with videos.
What is YouTube for Nonprofits?
The YouTube Nonprofit Program is Google’s program for nonprofits looking to fundraise and tell their stories on YouTube. Previously called YouTube for Nonprofits, the program allows organizations to tap into visual storytelling on the world’s most popular video-sharing site. The platform has 2.49 billion monthly users, empowering nonprofits to reach a global audience of donors, volunteers, and advocates with video storytelling.
While almost anyone can use YouTube to generate revenue after earning a certain number of subscribers, YouTube for Nonprofits gives 501(c)(3) organizations a head start with the following features:
Link Anywhere cards allow nonprofits to link directly to their sites in videos. Add a small pop-up at the top of your video that links to external pages like your nonprofit’s website and donation page.
YouTube Giving tools allow you to create fundraisers on the platform and add donate buttons to your videos.
The Creator Academy offers free resources and training to help all creators, including nonprofits, succeed on the platform.
Dedicated technical support is provided to YouTube Nonprofit Program partners, helping to resolve issues when setting up or maintaining your channel.
Essentially, YouTube for Nonprofits allows organizations to create more effective videos and fundraise through the YouTube platform. To access the program, your organization must first sign up for a Google for Nonprofits account.
Benefits of Participating In The YouTube Nonprofit Program
When your messages are formatted as videos, viewers will retain 95% of your message, compared to just 10% when read in plain text. Videos make your stories, work, and impact much more memorable.
With YouTube, nonprofits have the perfect platform to leverage the power of video and connect with audiences on a deeper level. Let’s dive into the specific benefits of participating in the YouTube Nonprofit Program.
Educate Your Audience.
YouTube provides a powerful platform for your nonprofit to educate its target audience about your mission, goals, and the issues you aim to address. Through engaging videos, your organization can break down complex topics into digestible content, making it easier for viewers to understand and connect with your cause. Your educational videos might include explainer animations, expert interviews, or real-world stories, helping to raise awareness and foster empathy.
Promote Campaigns and Events.
YouTube is an ideal space to promote fundraising campaigns, advocacy initiatives, and upcoming events. Videos can be used to build excitement, showcase key details, and share testimonials or behind-the-scenes moments that encourage participation. Live streams empower your nonprofit to engage with its audience in real-time, creating a sense of community and immediacy around campaigns or events.
With tools like Link Anywhere Cards and Donate Buttons, your nonprofit can easily guide viewers to take meaningful actions, such as registering for events or donating.
Show Appreciation, Communicate Impact, and Build Your Community.
YouTube is an effective platform for building your online community and showing appreciation for their support. Encourage supporters to check out your nonprofit’s YouTube channel to better understand the impact of their contributions. Your channel might feature personalized thank-you messages, highlight success stories, or provide updates on how funds are used to further your mission.
Sharing these moments fosters trust and deepens the relationship between your nonprofit and its donors or volunteers. By showing tangible results, you’ll reinforce the value of support and encourage ongoing engagement with your cause.
As new supporters find your content, respond to their comments, engage them with polls using the community tab feature, and like positive and thoughtful comments to encourage engagement.
How to Set Up Your YouTube for Nonprofits Account
Joining YouTube for Nonprofits is relatively easy, especially if your nonprofit already has a Google for Nonprofits account and a YouTube channel. If you don’t, just follow these steps:
1. Request a Google for Nonprofits account.
Google for Nonprofits is a program that provides eligible charitable organizations with access to premium Google products and services, including Workspace, Ad Grants, Google Maps and Earth, and YouTube for Nonprofits. Here is a complete list of all products and features organizations using Google for Nonprofits can access:
If you have an account, simply sign in with your organization’s administrative account. If not, you’ll need to register for the program. To join Google for Nonprofits, first check if you meet the following eligibility requirements:
Be registered as a nonprofit in a country where Google for Nonprofits is available.
Agree to Google for Nonprofit’s terms of service.
Not be a government organization, hospital, healthcare organization, or school
From there, request a Google for Nonprofits account. Just click “Get started,” and the system will walk you through the necessary steps. After that, their validation partner, Goodstack, may reach out to you if they have any questions or need additional documentation. Then, in 2-14 business days, you should receive verification.
Another Powerful Google Platform: Google Ad Grants
In addition to the YouTube Nonprofit Program, you’ll gain access to the Google Ad Grant application by applying to Google for Nonprofits. The Google Ad Grant provides $10,000 in the form of monthly credits that nonprofits can use to create Google Search Ads. These ads appear at the top of the search results page for relevant keywords, improving the chances that page visitors will see and click on the link.
Nonprofits can use Google Ad Grants to promote almost any goals they have, including:
Attracting donors
Recruiting volunteers
Advertising services to constituents
Spreading awareness of their cause
Promoting an ongoing campaign
Applying for the Google Ad Grant requires an additional step of ensuring that your website is considered high-quality, secure, and filled with valuable content. However, Google is the world’s most popular search engine, and ads can skyrocket your nonprofit’s website to the top search results. You can tap into a global network of supporters, so make sure to claim your free advertising dollars!
Know that Google Ads have a learning curve, but Google Ad Grant experts like those at Getting Attention can step in to make the most of this advertising opportunity. We’ll make sure you target the right keywords and have well-written ads that inspire your target audience to take action.
2. Create a YouTube channel.
To activate your account, you’ll need your YouTube channel ID. Here’s how to find your channel ID or create a channel for your nonprofit if it doesn’t already have one:
To find your channel ID, sign into your nonprofit’s YouTube account, and click on your profile picture. Select “Settings,” then “Advanced Settings.” Your channel ID will be displayed there.
To create a channel, log in to your nonprofit’s Google Account, and determine if your nonprofit uses a personal or Brand Account. For a personal channel, sign in to YouTube, click your profile picture, and choose the option to create a channel. For a Brand Account, go to your Google Account settings, select “Manage Your Google Account,” and navigate to “Account Settings” to create a YouTube channel for the Brand Account. Fill out the necessary details and click “Create.”
To change the channel associated with your YouTube Nonprofit Program account, log into Google for Nonprofits. Under YouTube Nonprofit Program, click Change channel ID. All features will be transferred to the new channel. This cannot be undone.
3. Sign in to Google for Nonprofits and click “Get Started.”
In your Google for Nonprofits account, click Get Started under YouTube Nonprofit Program. You’ll need to provide some information. Then, Google will review your request in 2-14 business days, so keep an eye on your inbox for an email confirming your account has been activated. You can then start using all of YouTube for Nonprofit’s features and creating powerful videos for your cause.
Creating Your Nonprofit’s YouTube Videos
Nonprofits interested in creating video content have two options: create videos internally or hire an external video production company. Some video production companies have specific services for nonprofits that may be more moderately priced. However, video production is still expensive, and many nonprofits may prefer to at least make shorter and less formal videos internally as part of their marketing efforts.
Whether your team makes videos or wants to be informed when working with a production company, here are a few tips about developing nonprofit videos:
Use the right equipment.
Like any type of digital marketing content, videos need the right software and equipment for effective results. Professional video production companies will likely use tools that are far more advanced than the average nonprofit’s needs. If you just want to make casual YouTube Shorts style content, a basic camera and free editing software may even satisfy your needs.
However, if you want to create slightly more complex videos, you’ll need to research video production equipment and weigh the costs against your marketing budget. At the very least, you’ll need:
Camera
Tripod
Audio equipment
Lighting equipment
Editing software
For more specific information about different types of cameras, microphones, and other equipment, YouTube itself is full of videos that offer tutorials on everything from how to set up your lighting to the effect different types of camera lenses will have on your videos.
Aim to evoke emotion.
With its ability to showcase sounds and visuals together, video is an especially effective medium for conveying emotion. For example, nonprofit video production company Tectonic Video created this emotional video for Mutual Rescue, a nonprofit dedicated to helping animals find their forever homes:
This video uses a combination of interviews, home movies, animated footage, and carefully framed close-ups to help viewers connect with their cause. The music also starts as upbeat to create a positive atmosphere as viewers get to know the family. Then, it transitions to a more melancholy track to reinforce the more challenging emotions they experienced.
Videos that get viewers to empathize with their cause are more likely to be shared and earn support. Your goal should be to create videos that supporters want to share with friends and family. Aim to create video content that’s relatable, relates to trending topics, or asks compelling questions.
In your nonprofit’s YouTube videos, consider how you can tell stories that encourage your audience to root for the subject of your story. Then, use music cues and footage to evoke emotions that will make supporters want to take action.
Define your visual identity.
Building a following on YouTube requires building a brand. Do you want viewers to think of your organization as inspirational? Relatable and familiar? Cutting-edge and professional? Think about your current brand identity and how you can translate it into video.
For example, one nonprofit might choose to feature only footage of their beneficiaries, rather than their staff and volunteers, to highlight their commitment to elevating and empowering those they serve. In contrast, another organization might use an animated style to simplify complex concepts—such as water cycles—or to make less appealing subjects—like insects—more engaging.
Additionally, be sure to include your organization’s name and logo in your video so that, if it’s shared on another site, viewers can easily trace it back to your nonprofit.
Consistently post to your nonprofit’s YouTube channel.
One of YouTube’s biggest strengths is its ability to help video creators build sustainable communities. To cultivate a support base, establish a consistent posting schedule, and ensure your nonprofit’s videos always have a cohesive brand identity and cover topics your supporters are interested in. How often you post is up to you, but aim for at least once a week when getting started.
Consistently creating video content can lead to burnout, though. Ensure you set a sustainable pace for your team and help them come up with new ideas to make sure you always have fresh content.
Then, make your YouTube videos discoverable by sharing them on your nonprofit’s Facebook and Instagram pages. By maintaining a steady posting schedule and sharing your videos across social platforms, you can keep your audience engaged while steadily growing your nonprofit’s presence on YouTube.
Create clear calls-to-action for each YouTube video.
After watching your video, what action do you want your supporters to take? On YouTube, it’s become a cliche for videos to begin by asking viewers to “Like, comment, and subscribe,” and nonprofits have even more actions they might request for supporters, such as sharing, donating, or volunteering.
However, asking viewers to take multiple actions, especially if they’re listed quickly in a row, can easily become white noise. For viewers who watch a lot of online content, ignoring multiple calls to action can become a habit. Ensure your calls to action stand out by asking supporters to take just one specific action in your YouTube videos.
When creating your videos, consider how they fit into your overall marketing strategy. For example, for a video that tells an emotional story, you might ask supporters to donate. Or, you might create educational videos for an awareness campaign and ask viewers to like and share them, which boosts engagement and increases the likelihood that they will be recommended to others.
Launch Your Nonprofit’s YouTube Channel
Whether you just need a platform to host video content or are looking to build an entirely new following, a nonprofit YouTube channel is a powerful addition to your marketing strategy. Start sharing inspiring content and connecting with supporters through video.
Of course, video is just one part of your marketing strategy. Other strategies, such as email and paid advertising, are instrumental in amplifying your videos to your target audience. As you get started with the YouTube Nonprofit Program, explore these free resources about digital marketing:
https://gettingattention.org/wp-content/uploads/2023/07/YouTube-for-Nonprofits_Feature.png7162060Jessica Kinghttps://gettingattention.org/wp-content/uploads/2021/08/getting-attention-logo.svgJessica King2025-01-08 12:00:492025-03-14 17:55:40YouTube for Nonprofits: How To Get Started & Tell Your Story
Corporate giving comes in a variety of forms, from sponsorships and direct monetary donations to scholarships and grant programs. One unique corporate giving program is the Google Ad Grant, which provides nonprofits with the resources to market their cause online. Few corporate giving programs are similar to the Google Ad Grant.
Nonprofits interested in tapping into the resources provided through corporate giving initiatives may be curious about how the Google Ad Grant fits into their strategy. To help kick off your nonprofit’s research, this guide will answer a few essential questions about corporate giving and that Google Ad Grant, including:
Navigating the Google Ad Grant and corporate giving relationships in general can be a challenge. If your nonprofit needs additional guidance or assistance choosing which corporate philanthropy programs to pursue, consider working with a consultant.
What is corporate giving?
Corporate giving is a form of corporate philanthropy wherein for-profit organizations give resources to nonprofits. These resources are usually monetary donations, but they can take other forms, such as:
Volunteer grants. When employees volunteer with nonprofits regularly, companies that offer volunteer grants will contribute to those organizations based on the number of hours their employees volunteer. For example, a company may vow to donate $15 per volunteer hour. Alternatively, businesses may opt to contribute a flat fee for volunteer time, such as a $250 grant for 15 volunteer hours and above.
In-kind donations. Some companies offer goods and services to nonprofits in need. These in-kind donations help nonprofits obtain the supplies and equipment they need to help their beneficiaries. A company that has partnered with a soup kitchen may collect non-perishable food items to contribute.
Pro bono work. Businesses can also offer their specific expertise to nonprofits at a free or discounted rate. From legal consulting to event planning, charitable organizations can benefit from access to professional services that they might not otherwise have room in the budget to invest in.
Scholarships. To help students in need, companies can offer scholarships. Typically, these scholarships are open to college and university students to cover costs such as tuition, living expenses, and educational materials. Education-related nonprofits can promote these opportunities to their beneficiaries and encourage them to apply.
Event sponsorships. Sponsorship agreements are a win-win situation for nonprofits and businesses. Nonprofits receive the funding they need to cover costs like venue fees, security personnel, and refreshments. The businesses, on the other hand, obtain positive publicity and marketing.
To get a sense of how widespread corporate giving is, check out these statistics:
92% of companies believe their customers want them to be good corporate citizens.
84% of customers feel they should be able to participate in corporate giving.
Essentially, these numbers show that consumers and corporations agree: the more corporations participate in corporate giving, the better.
How does the Google Ad Grant relate to corporate giving?
The Google Ad Grant provides marketing resources to nonprofits. While these resources may not directly benefit nonprofits’ programming, they take pressure off of nonprofits’ budgets, allowing them to allocate more resources to their initiatives.
Plus, by giving nonprofits the resources they need to reach more supporters, Google can help them increase donations and spread awareness to a wider audience. Strategic nonprofits can use the $10,000 in ad credits Google provides and receive tens of thousands in donations from supporters they connected with through the grant program.
Why does Google partake in corporate giving?
Many corporations use corporate giving as an opportunity to promote their products and services. However, Google is a globally known company that controls over 85% of the search engine market. That means it likely won’t benefit from a few nonprofits telling their supporters to use Google. Regardless, Google still hosts multiple corporate giving programs. While few companies’ leadership will outright state why they give to charitable causes, there are several common reasons most companies, including Google, participate in corporate giving. These include:
Improved reputation. Most consumers want to make ethical purchasing choices, even when it comes to free services like Google Search. Businesses can stand out in consumers’ minds by publicizing their corporate philanthropy efforts. Ultimately, this helps them associate their brand with charitableness, sustainability, and ethics.
Tax deductions. Corporations that make major charitable contributions receive tax deductions in return. These deductions help offset the amount spent on corporate giving, making corporate philanthropy a strategic business decision just as much as an act of good.
Employee satisfaction. Consumers want to buy from ethical corporations, and employees want to work at ethical corporations. In fact, 71% of employees state that it’s very important to work at an organization that participates in philanthropy. Providing employees with matching gift programs, corporate volunteer days, and charitable funds can increase employee satisfaction and retention.
Outside of these general reasons, most businesses attempt to be more specific with why they give and what causes they support. Many businesses have stated philanthropic values that focus on a specific issue related to their products or services, such as supporting the arts, helping low-income schools, or fighting food insecurity.
As a worldwide company, Google supports an array of nonprofits through the Google Ad Grant, exempting only government organizations and establishing a separate ad grant program for educational institutions. Outside of the Google Ad Grant, Google focuses its philanthropic efforts on causes related to technology, skill development, and education, which makes logical sense from a technology-based company.
What corporate giving programs from Google can my nonprofit benefit from?
Google offers multiple corporate giving programs with which different types of nonprofits can engage. Determine your nonprofit’s needs, whether they are related to marketing, finances, or finding skilled volunteers. When you know what your nonprofit hopes to gain from corporate giving programs, finding organizations that provide the services you need will be much easier. Nonprofits looking to Google for assistance can take advantage of the following corporate philanthropy programs:
Google Ad Grant
What is the Google Ad Grant?
The Google Ad Grant is an advertising grant Google provides nonprofits, allowing them to market their websites on Google Search for free. Essentially, Google provides nonprofits with monthly ad credits they can use to bid on keywords related to their cause. When the nonprofit wins a bid, its ad will be shown to users searching their target keywords. Nonprofits can use the Google Ad Grant to promote a variety of projects, including:
Donation drives
Volunteer recruitment
Awareness campaigns
Current programs and resources for constituents
Upcoming events and fundraisers
The Google Ad Grant also allows nonprofits to market multiple projects in an organized manner. For each project, nonprofits create an ad campaign. For example, a nonprofit might create an ad campaign to recruit volunteers in their area. In the ad campaign “volunteer recruitment,” there are multiple ad groups that focus on different keywords related to the main topic. In this example, these might be “volunteer opportunities near me,” “X [nonprofit type] volunteer opportunities,” and “group volunteer opportunities.”
For each of these groups, the nonprofit then creates multiple ads. In the “volunteer opportunities near me” group, the nonprofit might create one ad about how its volunteer positions can make a difference in their community and a second ad focusing on how the opportunity benefits the volunteer to attract as wide an audience as possible.
Create a Google for Nonprofits account. Check your nonprofit’s eligibility first. Qualifications include being a registered nonprofit and not being a government, healthcare, or educational organization. Educational institutions can instead apply for Google for Education. From here, apply for a Google for Nonprofits account. In addition to being able to apply for the Google Ad Grant, Google for Nonprofits accounts have access to services like Google Workspace and YouTube for Nonprofits.
Complete the Ad Grant application. Once you’re approved, log into your Google for Nonprofits account. Here, you can click “Get Started” under the Google Ad Grant label in the “Products” section. Complete the eligibility form and hit the “Activate” button to submit your application.
Accept the invitation. Wait for the Google Ad Grants team to reach out. Once approved, they’ll email you to let you know. Accept the invitation and start creating ads that propel your nonprofit’s mission to the top of Google search results!
If you need assistance at any step of the application process or help later on managing your Google Ad Grant account, consider partnering with a Google Ad Grant agency. Google Ad Grant agencies have up-to-date knowledge of Google’s latest policies as well as experience with the types of ad campaign strategies that tend to find success.
Matching Gifts
What are matching gifts?
Matching gifts are a corporate giving program wherein corporations make donations to the same nonprofit organizations their employees support. Essentially, if an employee gives $50 to a nonprofit, they can fill out a matching gift application form with their employer, and then the employer will also donate $50. Thousands of companies offer matching gift programs, including a select number officially designated as Certified Leaders in Matching Automation (CLMA-certified). That means more and more programs are offering matching gift auto-submission, making it increasingly easy for donors to get involved.
Most organizations with matching gift programs, like Google, match donations at a 1:1 ratio, but some at a 2:1 or even 3:1 rate.
How can my nonprofit access the Google matching gifts?
Your donors who work at Google can fill out matching gift requests to double the donations they make to your nonprofit. In addition to their matching rate, Google has a few other restrictions employees should consider as well, such as:
The minimum and maximum donation match amounts. Google has no minimum requirement and will match all gift amounts up to $10,000 annually per employee.
Whether full-time, part-time, and retired employees’ gifts are matched. Full-time and part-time Google employees are eligible for matching gifts, but retired employees’ gifts will not be matched.
The types of nonprofit organizations are eligible for matching. Google matches gifts to educational institutions (including K-12 schools), health and human services, arts and cultural organizations, civic and community organizations, and environmental organizations.
When matching gift applications must be submitted by. Matching gift applications must be submitted by January 31st of the year after the donation was made to be considered.
Each organization has its own rules and regulations for matching gifts. You can help your supporters learn more about their employers’ specific matching requirements by using a matching gift database. Matching gift databases allow users to search their employers’ name and be paired with their matching gift application form.
Google.org
What is Google.org?
Google.org is Google’s grant program for nonprofits. In contrast to the Google Ad Grant, Google.org operates similarly to other grant foundations. Google.org provides nonprofits with funds to advance projects related to their core areas, which include:
Economic empowerment
Technology and innovation
Learning
Additionally, while Google funds causes around the globe, they focus on U.S.-based initiatives, given their operations as a company located in the United States.
How can my nonprofit get involved with Google.org?
Google.org has the following four-phase process for nonprofits and other groups interested in applying for the grant:
Applications open. Google announces when applications are open, and potential grant recipients have a set timeframe to submit their proposals.
Ideas are selected. Google assembles a team of experts on the subject matter they receive proposals for to assess their merits, feasibility, and potential impact.
Announcements and celebrations. Google selects their grant recipients and announces them.
Ongoing support. Selected grantees receive their awarded funds for up to three years, allowing them to turn their proposals into a reality.
Essentially, the key to winning the Google.org grant is the same as for any other grant: writing an effective grant proposal that differentiates your organization, aligns with the funders’ philanthropic goals, and demonstrates the potential to significantly impact social good.
Are there corporate giving programs similar to the Google Ad Grant?
The Google Ad Grant is fairly unique in that few other organizations own major search engines they can provide nonprofits advertising space on. The only other organization to offer a similar corporate giving program is Microsoft with the Microsoft Ad Grant.
While the Microsoft Ad Grant is currently paused following the launch of its pilot program, it functions similarly to the Google Ad Grant, and interested nonprofits will follow roughly the same application process. The details of this process are subject to change when the program is relaunched, however, so be sure to follow updates closely.
Outside of grants provided directly by Google and Microsoft, nonprofits can also look to marketing grant opportunities. Few grant programs offer funding specifically for marketing, but nonprofits can look for grants that provide unrestricted grant awards.
While most grant awards must be spent on specific proposed projects, unrestricted grants provide funding that can be spent on operating expenses like marketing. Regularly check top grant databases like GuideStar and Grants.gov for new grant opportunities that might align with your nonprofit’s cause and goals.
Additional Resources
Corporate giving is an underutilized resource for nonprofits, and the Google Ad Grant is an effective and unique way nonprofits can take advantage of corporate philanthropy programs. Of course, before jumping into the Google Ad Grant application process, nonprofits still need to familiarize themselves with a few essentials. Get started with these resources before taping into this corporate giving opportunity:
Google Ad Grants Rules: 9 Compliance Policies to Know. The Google Ad Grant has a variety of stipulations nonprofits need to follow. Make sure your nonprofit will be able to keep its ad funding by getting acquainted with these policies.
Google Workspace for Nonprofits: Everything You Need to Know. As part of the Google Ad Grant application process, your nonprofit will also gain access to Google Workspace through Google for Nonprofits. Discover how to leverage these tools to stay organized and push your mission forward.
https://gettingattention.org/wp-content/uploads/2023/09/corporate-giving_feature.png8502420Jessica Kinghttps://gettingattention.org/wp-content/uploads/2021/08/getting-attention-logo.svgJessica King2025-01-01 13:10:382025-03-31 15:56:34What to Know About Corporate Giving and the Google Ad Grant
Between managing fundraising campaigns, donor relationships, volunteers, and employee recruitment, life as a nonprofit professional can feel like an overwhelming juggling act. You need every asset at your disposal to pull off your act without dropping anything—which is why data, as a straightforward and actionable resource, is so important.
Leveraging data-driven insights is especially crucial when recruiting—after all, new team members can make or break your nonprofit’s long-term success. In this guide, we’ll explore how to collect recruitment data effectively and use it to take your organization to new heights.
1. Identify and Track Important Data Points
It can be easy to get bogged down by excessive data from many sources. However, you can cut through the confusion by establishing focus metrics at the beginning of the data collection and review process. Lever’s guide to talent acquisition metrics suggests looking at the following data points:
Metric
What it measures
Time to fill
The time it takes from a job position opening to when a candidate is hired and onboarded
Time to hire
The time between when a candidate applies for a job and when they accept an offer
Source of hire
How popular each source is for attracting candidates
Candidate diversity
How diverse your candidate hiring pool is
Attrition rate
How many employees leave your organization over a certain period of time
Quality of hire
The overall performance of a candidate over the course of their first year
Applicants per role
How many candidates applied for certain roles
Cost per hire
How much it costs to hire for a role (including team time and recruitment resources)
Offer acceptance rate
The percentage of candidates who accept an offer out of how many received one
Number of open positions
How many roles need to be filled at a certain point in time
Sourcing channel effectiveness
Which channels (such as job boards, social media sites, and career communities) deliver the highest ROI for your recruiting efforts
When choosing your focus recruitment metrics, ensure you understand how best to collect the data. For instance, you can calculate a position’s offer acceptance rate immediately by using quantitative data. However, quality of hire requires qualitative feedback from managers and takes longer to collect.
2. Use Recruitment-Focused Technology
Using purpose-built recruitment solutions is ideal for making your operations more efficient. Still, it isn’t often feasible for nonprofits with strict budgets, especially as many solutions in the space are built for larger organizations. However, JazzHR suggests that nonprofits of all sizes leverage solutions tailor-made for small organizations.
At the highest level, you can use an applicant tracking system (ATS) made for small businesses and nonprofits. An ATS allows you to manage every aspect of your recruitment process, from sourcing candidates to scheduling interviews to securing offers. It’s a great investment for nonprofits that want to gain an edge over businesses and other organizations using similar talent pools.
If you aren’t ready for an end-to-end recruiting solution, take it a step lower and use a standalone recruiting tool. These solutions are more general than an ATS and manage smaller parts of the hiring process, such as interview scheduling, marketing, or candidate communications.
3. Ensure Recruitment Data Accuracy
For your recruitment data to be useful, it must be completely accurate. However, effectively maintaining your database is easier said than done. Follow these easy data hygiene tips to keep the information you need clean and useful:
Standardize data entry forms. Start from the source to improve the quality of your recruitment data. Make all information fields identical on applications and other relevant forms, and communicate exactly what the formatting should look like (for example, formatting an address as 123 Main Street versus 123 Main St.).
Ensure the software can flag discrepancies. Human error can significantly impact the quality of your database’s records. Optimal recruitment databases save you time by immediately identifying and rectifying issues, such as duplicate records or formatting errors.
Schedule regular audits. Ideally, your software should flag and fix errors immediately. But depending on your database’s capabilities, you might need to set aside time to audit data, especially if you have a large incoming batch of records. Schedule comprehensive audits at consistent intervals (such as every month or quarter).
4. Maintain Privacy Compliance
Just like the data in your CRM, recruitment data inherently contains personal information that your nonprofit must protect. A whopping 92% of Americans are concerned about their online privacy, and protecting private data helps you maintain a stellar employer brand and candidate trust. Plus, some regulations hold more serious penalties, so you’ll avoid any negative outcomes by adhering to them. Keep these tips in mind to help manage data correctly:
Adhere to data management best practices. For instance, the EU’s GDPR regulations state that you should only collect data that is absolutely necessary and that you cannot store personal information longer than necessary for specific purposes.
Create a Privacy Policy. This statement explains how you’ll use and collect data, how it’ll be stored, and who has access to it. You should also highlight your commitment to respecting candidate privacy to fortify trust and transparency.
Obtain consent. Before collecting, storing, and using candidate data, you must get the user’s permission by informing them exactly what it’ll be used for and why. You can do so by referencing your Privacy Policy and including a consent checkbox candidates must click to submit any forms.
Even if you aren’t actively hiring, you should always collect recruitment data and maintain its quality. After all, roles can open up unexpectedly, so you must be prepared for any situation. During slow hiring periods, brush up on current nonprofit recruitment trends and revisit your strategy. Then, when the time comes, you’ll be able to attract the best talent to help you effectively manage your juggling act.
https://gettingattention.org/wp-content/uploads/2024/12/Lever-Getting-Attention-4-Best-Practices-for-Collecting-Key-Recruitment-Data-feature.jpg3601030Jessica Kinghttps://gettingattention.org/wp-content/uploads/2021/08/getting-attention-logo.svgJessica King2024-12-19 13:30:282024-12-19 13:31:094 Best Practices for Collecting Key Recruitment Data
Every visit to your nonprofit’s website is an opportunity to drive donations, volunteerism, or advocacy. But are you making the most of these interactions?
Google Analytics offers nonprofits a powerful way to track website performance. With Google Analytics, you can analyze visitor behavior, track fundraising efforts, and identify improvement opportunities.
Whether you’re looking to boost volunteer registrations or monitor donation trends, this guide will walk through everything you need to know about Google Analytics for nonprofits:
When it comes to optimizing your online presence, guesswork doesn’t cut it. Your nonprofit needs data to make informed decisions. Let’s explore how to use Google Analytics to get the data needed to fuel your mission.
Overview of Google Analytics for Nonprofits
What is Google Analytics?
Google Analytics is a web analytics tool that provides data about website performance, user behavior, and the effectiveness of online campaigns. This information enables nonprofits to understand how supporters engage with their websites, outreach, and fundraising efforts.
By leveraging Google Analytics, nonprofits can make data-driven decisions to optimize their online presence and ensure campaigns engage donors, volunteers, and other stakeholders. The key benefits of leveraging Google Analytics for nonprofits include:
Track campaigns and conversions. Nonprofits can set goals within Google Analytics to measure success over time. For example, they might track donations, volunteer sign-ups, or event registrations. They can also evaluate their content’s effectiveness by tracking engagement metrics like session duration.
Understand user behavior and improve engagement. Nonprofits can identify popular pages and enhance user experience for underperforming content to reduce visitor drop-offs. With access to demographic data, nonprofits can also personalize outreach to connect with specific groups of supporters.
Maximize Ad Grant and SEO impact. Nonprofits can track search engine performance to maximize their advertising budgets and SEO efforts. With Google Analytics, monitor clicks, impressions, keyword performance, and landing page metrics like bounce rates, session duration, and conversions.
With Google Analytics, nonprofits can ensure every effort aligns with their mission and drives greater impact. Plus, it’s free to use!
Universal Analytics vs. Google Analytics 4
Google Analytics 4 (GA4) is the latest version of Google Analytics, replacing Universal Analytics (UA). While UA was optimized for tracking website sessions and pageviews, GA4 is a more flexible, event-based model designed for modern cross-platform measurement.
Data Model: UA focuses on session-based tracking that groups interactions into sessions (e.g., a single visit to a website). Meanwhile, GA4 uses an event-based model where every individual interaction—a page view, click, purchase, etc.—is treated as an event, providing granular insights.
Cross-Platform Tracking: While UA primarily tracks website traffic, GA4 offers cross-platform tracking, allowing your nonprofit to track user journeys across websites, apps, and other devices.
Privacy and Data Control: GA4 leverages built-in tools to handle cookie restrictions and comply with data privacy laws, unlike UA’s cookie-reliant approach.
Reporting and Machine Learning: GA4 offers flexible, customizable reporting and uses machine learning for predictive insights, while UA has predefined reports with limited automation.
Essentially, when compared to UA, GA4 provides better cross-platform tracking, more flexibility in event tracking, and privacy compliance tools. This enables your nonprofit to better understand user behavior and optimize its web presence.
As Google sunsetted Universal Analytics in 2023, all organizations must migrate to GA4 to continue tracking performance.
Key Terms and Metrics to Know
As you start using Google Analytics, make sure your nonprofit’s marketing team understands these key terms:
Conversions and Goals
Conversion Rate: The percentage of users who complete a desired action, like donating or registering, showing the effectiveness of campaigns or pages
Goal: Goal: A predefined conversion action that aligns with organizational objectives, such as registering for an event or donating online
Macro Conversions: Primary goals like donations or event registrations, representing major achievements
Micro Conversions: Small actions, such as visiting a contact page or signing up for a
Sessions and Interactions
Interaction: Any action a user takes on the site, such as clicking a link, watching a video, or submitting a form
Session: A group of interactions that a user performs on a website within a specific time frame. It begins when the user opens the site and ends after 30 minutes of inactivity or when the user leaves.
Engaged Session: A session that lasts longer than 10 seconds, includes a key event, or has two or more page or screen views
Session Duration: The total time a user spends on the site during a session, offering insight into engagement and content relevance
Traffic and Attribution
Property: A specific website, app, or platform tracked in Google Analytics. Each property collects data independently and is configured during the setup process to generate tracking IDs and reporting views.
Source: The origin of website traffic, such as Google Search, Facebook, or an email campaign
Medium: The channel from which a user arrives on the website property, such as organic search, referral, or paid search
Event-Based Tracking
Event: A specific action tracked independently of page views, such as clicking a button, watching a video, or downloading a file
Parameter: Additional data attached to an event for context (e.g., a “donation” event might include parameters like the donation amount or campaign name)
Funnel: A visual representation of the steps users take to complete a specific goal, helping nonprofits track where users drop off in the process
Getting Started With Google Analytics for Nonprofits
To create a Google Analytics account for your nonprofit, go to the Google Analytics website, sign in with your Google account, and follow the prompts. The GA4 Setup Assistant will walk you through the configuration process, including creating your first property, selecting the appropriate settings, and generating a tracking ID to integrate with your website or platform.
Integrating Google Analytics With Your Site and Donation Platform
To track website activity, create a new Property in your nonprofit’s Google Analytics account. Follow the Google Analytics Setup Guide for additional help. Once complete, add the tracking ID or code snippet it gives you to your website builder, CMS, specific web pages, or Google Tag Manager.
Luckily, many nonprofit website builders and donation platforms have native integrations with Google Analytics, including HubSpot, Squarespace, WordPress, Wix, Bloomerang, Classy, Donately, Donorbox, and more! If you use these platforms, you can add the tracking ID without modifying the code directly.
If your CMS or donation platform doesn’t have an integration, work with your web developer to add the code to key pages, such as donation forms and thank-you pages.
Linking Your Google Ad Grants Account to Google Analytics
If your nonprofit uses the Google Ad Grant, you can link your Google Analytics account to it. When creating your Google Analytics account, use a Google Account with administrative access to your Google Ad Grants account.
You can also link your accounts later by logging into Analytics and clicking Admin -> Google Ads link (under Product links) -> Link -> Choose Google Ads accounts (indicate the Google Ads accounts you want to link) -> Confirm -> Next. From this menu, ensure Enable Personalized Advertising is on and expand Enable Auto-Tagging (optional). Then, hit Next -> Submit.
Linking your accounts will help you track the full customer lifecycle. You’ll understand how people interact with your ad campaigns and what drives them to take meaningful actions like donating or registering for events. Using Google Analytics and Google Ads together provides insights into which ads and mission-related keywords drive engagement so your nonprofit can optimize its ads and allocate its budget effectively.
Tracking User Behavior and Setting Goals for Success
Understanding where users come from and how they interact with your site allows your nonprofit to map user journeys and make informed decisions to boost engagement.
Remember, Goals are specific actions or interactions you want to track. They align with your nonprofit’s objectives, whether that’s driving donations, increasing volunteer engagement, or spreading awareness.
In Google Analytics, every goal corresponds to a conversion event, but traditional goal types fall into these four categories:
Destination Goals: Track when users reach a specific page (e.g., the “Thank You” page after a donation).
Duration Goals: Monitor how long users stay on the site (e.g., sessions lasting longer than 5 minutes)
Pages/Screens per Session Goals: Track users who view a specific number of pages or screens (e.g., three or more pages)
Event Goals: Measure specific interactions (e.g., clicking a donate button or watching a video)
You can use these goal types to track meaningful actions aligned with your nonprofit’s mission. Here are some examples:
Donations: Set a Destination Goal to trigger when users land on the donation confirmation page.
Volunteer Sign-Ups: Create an Event Goal that tracks the completion of volunteer registration forms.
Awareness Campaigns: Use Pages per Session Goals to measure engagement with multiple webpages, such as blog posts and event announcements.
If your nonprofit uses Google Ads, note that ad-specific conversion goals differ slightly. These can include purchases or donations, sign-ups (like for newsletters or memberships), leads (like information downloads or clicks to call), or key page views (like time spent on the site or multiple pages viewed). You can find more details in our Google Grant rules guide.
Example: Creating a Funnel to Measure Volunteer Registration
Creating a Funnel in GA4 helps you visualize steps users take to complete a specific action, like registering to volunteer. A Funnel for this process might include these stages:
Visit the Volunteer Page.
Click the “Register” Button.
Submit the Registration Form.
Reach the Confirmation Page.
By analyzing where users drop off, you can adjust the process to reduce friction and boost sign-ups. For example, if many users fail to submit the registration form, consider simplifying the form or offering guidance throughout the process.
Navigating Your Nonprofit’s Google Analytics Dashboard
The Google Analytics dashboard provides nonprofits with a clear picture of how users interact with their websites in real-time and over time. Understanding these metrics enables you to track site performance, monitor user behavior, and identify areas to improve supporter engagement.
Here are two tabs within your dashboard to pay attention to:
Audience Overview
This section helps nonprofits understand where users are coming from (geographic locations, traffic sources) and their behavior on the site. It provides insight into new vs. returning users, demographics, and devices used. Custom reports can be created to track audience behavior over time, helping nonprofits tailor their campaigns and optimize user engagement.
Realtime Overview
The Realtime tab offers insights into active users on your site at any given moment and highlights which pages and campaigns are performing well.
Traffic Sources: Monitor real-time referrals from social media, email campaigns, and other sources, helping you respond to traffic spikes or campaign engagement.
Content: Track which pages users are actively viewing, such as newly published blog posts or event pages, to see if recent content is driving engagement.
Locations: View geographic activity down to the city level to understand where supporters are. This insight helps you use Google Ads’ geotargeting to promote region-specific opportunities like local events or volunteer activities, tailor donation appeals to where donors are active, and promote services in areas you serve.
By leveraging the right information from your Google Analytics dashboard, your nonprofit can gain valuable insights for your outreach efforts and website performance.
Tracking Emails and Donations With Google Analytics
Google Analytics makes it easy to track multiple campaigns’ performances, including your emails and eCommerce.
Tips for Tracking Email Campaigns
Nonprofit emails generate around 28% of all online fundraising revenue. To keep your email revenue high, integrate Google Analytics with your nonprofit’s email campaigns.
Using tagged links, such as UTM parameters, allows you to monitor the source, campaign, and type of engagement generated by each email. Let’s say you want to use the link yournonprofit.org/volunteer. Your tagged link might look like this:
Additionally, integrating your email campaigns with Google Analytics allows you to connect data from your email marketing platform—such as open rate, bounce rate, unsubscribe rate, and click-through rate—with website engagement metrics, giving a complete view of campaign performance.
Tips for Tracking eCommerce
eCommerce reports in Google Analytics provide valuable insights into donation trends and supporter behavior.
Drive revenue by monitoring transaction information, average donation value, and time to donate. Within this report, you might notice that people consistently donate larger amounts at a specific time or day of the week. That way, you can schedule appeals for peak response times.
Other Google Products to Boost Nonprofit Efforts
Beyond Google Analytics, Google offers plenty of tools to amplify your cause. They even have a program called Google for Nonprofits. The program gives nonprofits free access to Workspace, special YouTube tools, Earth and Maps, and the Google Ad Grant application.
Use these Google Products to enhance your online presence:
The Google Ad Grants program gives each eligible nonprofit up to $10,000 in Google Ad credits every month. Your nonprofit can use these credits to bid on mission-related keywords and amplify key pages that inspire conversions. Here’s a rundown of the program’s benefits:
Google Workspace includes free access to Google apps like Gmail, Drive, Calendar, and Meet to enhance team collaboration.
The YouTube Nonprofit Program enables nonprofits to create videos with integrated fundraising features like donation buttons.
Google Earth and Maps helps nearby users locate your community programs, services, and events.
Google Trends tracks trending topics and search patterns, helping your nonprofit align its website and campaigns with public interests.
Google Tag Manager simplifies tracking code management across websites and integrates with Google Analytics and Ads.
Google Business, formerly called Google My Business, lets you create a profile that displays information about your nonprofit (like hours, location, and services) in Google Search and Maps.
Beyond these tools, explore any other Google Analytics integrations available for your nonprofit’s existing tools. Look at your donation, marketing, volunteer, and event tools to find integration opportunities.
Resources To Enhance Your Online Presence
Google Analytics gives nonprofits the necessary insights to understand supporter behavior, optimize campaigns, and measure real-world impact. When used strategically, it becomes a powerful tool for nonprofits to uncover hidden opportunities, refine messaging, and make data-driven decisions.
As you improve your online presence, check out these resources:
A Great Google Grant Agency: 10 Best Partners. The Google Ad Grant is one of Google’s most powerful offerings for nonprofits. Discover how working with an agency can amplify your results.
Nonprofit Marketing Software: The Fundamentals & Top Tools
/in Nonprofit Marketing, Nonprofit Tools /by Jessica KingRunning a nonprofit often feels like balancing on a tightrope—limited budgets, tight deadlines, and the constant need to fundraise. Add marketing to the mix, and it’s easy to feel overwhelmed. Especially if you run a small organization without a dedicated marketing team, promotional activities can feel like a secondary priority.
Your nonprofit’s mission deserves to shine, though. So, how do you expand your reach and grow your donor base when resources are tight? Enter nonprofit marketing software—tailored tools designed to help organizations like yours thrive.
From automating email campaigns to connecting with new audiences, these platforms empower even the busiest teams to market causes more effectively and make a bigger impact. The market is inundated with options, so we’ve narrowed it down to just a few that meet various common nonprofit needs, broken into these categories:
As you explore different solutions, check out user reviews to get a sense of how each one actually impacts the nonprofits that use them. First, let’s answer a few fundamental questions you might have about nonprofit marketing software.
Nonprofit Marketing Software FAQ
If you’re new to the marketing game, you might need some guidance before researching specific solutions. Let’s build your foundational knowledge of this type of software by answering common questions.
What is nonprofit marketing software?
Nonprofit marketing software refers to specialized tools and platforms designed to help nonprofit organizations effectively manage and execute marketing efforts. These tools address the unique needs of nonprofits, such as engaging donors, raising funds, promoting events, and spreading awareness.
Nonprofits can invest in all-in-one platforms or individual tools that specialize in one aspect of a marketing strategy, such as:
By combining tools from these categories, your nonprofit can create a powerful marketing strategy to enhance its outreach, grow its community of supporters, and achieve its mission.
How does marketing software help nonprofits?
Marketing software empowers you to streamline outreach, expand the number of channels you use, and connect with your audience more effectively. It helps you increase visibility by enhancing your online presence through social media, email, and web marketing tools. You can also use audience segmentation to better target your supporters with personalized outreach.
With automation features, you can streamline processes like email campaigns, social media scheduling, and workflows, saving time and reducing manual effort. Built-in content creation tools and templates make it easy to create professional-quality materials while maintaining consistent branding across all your platforms. Plus, analytics and reporting capabilities allow you to track campaign performance and gain the insights you need to optimize your strategy.
By integrating multiple channels like email, social media, and your website, marketing software helps unify your outreach efforts, ensuring a cohesive and efficient strategy. Whether you’re running local campaigns or large-scale initiatives, its scalability makes it easy to adapt. The cost efficiency of all-in-one platforms also means you can achieve more without juggling multiple tools, while tailored engagement features strengthen your connections with supporters.
With all these benefits, marketing software can help you bring attention to your work and expand your impact.
What should we look for when buying nonprofit marketing software?
Every nonprofit has different goals and needs, so there’s no one-size-fits-all solution. Evaluate your marketing needs and ensure any software aligns with your mission and budget. Generally, keep an eye out for these components:
By carefully evaluating these factors, you can select nonprofit marketing software that aligns with your needs and goals. The right platform will empower you to engage your audience more effectively, streamline processes, and amplify impact.
Google Ads: The Best Advertising Platform for Nonprofits
Google is the most popular search engine, claiming around 90% of all searches. For nonprofits, it’s especially powerful thanks to the Google for Nonprofits program. If approved, your organization gains free access to Google Workspace, specialized Google Maps features, the YouTube Nonprofit Program, and more.
The best perk is access to the Google Ad Grants application, which gives all eligible recipients $10,000 worth of monthly Google Ad credits. Your nonprofit can spend these credits on creating powerful ads that instantly appear at the top of Google Search results for relevant keywords. Here’s an example of an ad from the World Wildlife Fund:
Ads like these enable nonprofits to connect with new supporters, drive traffic to their websites, and promote initiatives. The platform’s powerful targeting options let organizations tailor campaigns to specific demographics, locations, and interests. That means you can reach the right audience, whether you’re amplifying services to beneficiaries or promoting an event.
Additionally, Google Ads provides detailed performance analytics, allowing nonprofits to refine their campaigns for maximum impact. Its ability to connect you with millions of users while offering cost-effective solutions makes it a top choice for nonprofit advertising.
Check out this video that gives a concise overview of the program’s benefits:
Getting Started With This Digital Marketing Tool
To receive the Google Ad Grant, you need to register for Google for Nonprofits. Then, fill out the Google Ad Grants application. Google’s verification partner, Goodstack (formerly Percent), will confirm your nonprofit’s legitimacy, and the Ad Grants team will reach out to let you know whether you’re approved.
From here, create ads that promote your cause. Follow these steps:
From here, monitor ad performance with Google Analytics alongside built-in tools in Google Ads Manager. These platforms work together to provide detailed insights into how ads are performing and how users interact with your website.
There’s a learning curve that comes with the program. To maintain your eligibility, you’ll also need to meet ongoing requirements, such as using high-quality keywords. That’s why many nonprofits partner with Google Ad Grant specialists like ours.
We’ll walk you through your application, define your goals for the grant, find valuable keywords, craft compelling ads, and ensure you comply with the program’s rules. That way, you can make the most of this nonprofit marketing software.
Not convinced this is the right move? Check out our Google Grant Impact Report to learn more about the benefits.
Nonprofit Email Marketing Platforms
Email keeps your nonprofit connected with supporters, amplifying the latest updates on your programs and events. Dedicated email marketing software streamlines your outreach, ensuring communications reach those who are most likely to engage.
Here are several of the best nonprofit marketing software with notable open rates:
Brevo
Brevo boasts an average open rate of 46.49% for nonprofit emails. It’s a versatile email marketing and CRM platform designed for small to medium-sized organizations. It offers an array of tools for email marketing, automation, and audience segmentation, making it an excellent choice for nonprofits.
Key Features:
Constant Contact
This nonprofit email marketing platform experiences open rates of 39.58% for nonprofit services and 41.83% for nonprofit membership organizations. Constant Contact is a user-friendly platform designed for small businesses and nonprofits to enhance their email campaigns. It focuses on simplicity and includes tools for event promotion, list management, and basic automation.
Key Features:
GetResponse
GetResponse is an all-in-one marketing platform with strong email marketing, automation, and webinar hosting capabilities. It’s a good fit for nonprofits and businesses looking for integrated tools to support their campaigns. It also boasts an incredible 54.54% average email open rate for nonprofits.
Key Features:
Mailchimp
Mailchimp is one of the most popular email marketing platforms, known for its ease of use, robust integrations, and scalability. It’s particularly suitable for small and medium-sized organizations seeking a simple yet powerful tool. Plus, Mailchimp’s average nonprofit email open rate is 40.04%.
Key Features:
MailerLite
MailerLite is an affordable, minimalist email marketing platform that provides essential tools for campaigns without unnecessary complexity. This nonprofit marketing software is ideal for nonprofits with tight budgets or basic marketing needs. In fact, it performs exceptionally well for nonprofits with a 53.21% average open rate.
Key Features:
Omnisend
Omnisend is a powerful marketing platform tailored for e-commerce but equally effective for nonprofits looking to manage multi-channel campaigns. It excels in integrating email, SMS, and social media marketing. While OmniSend has a lower average open rate of 25.1% across all industries, many nonprofits still find its features useful.
Key Features:
Top Nonprofit Website Builders
Your website is the foundation of your digital marketing strategy. You’ll drive traffic to it across all communications—Google Ads, emails, social media, and even offline channels. It’s one of supporters’ key resources to learn about your mission, so create a strong website with a reliable, secure, and user-friendly website builder like one of the following.
Squarespace
Squarespace is a versatile website builder with elegant templates, making it popular for nonprofits seeking a professional online presence. It offers intuitive drag-and-drop features that make website creation accessible even for those without coding skills. Squarespace provides integrated tools for blogging, email campaigns, and fundraising, enabling nonprofits to communicate their missions.
Key Features:
WildApricot
WildApricot is a membership-focused website builder ideal for nonprofits that fundraise, have member directories, and host events. It’s an all-in-one platform that combines website building with CRM capabilities, allowing organizations to centralize operations.
Key Features:
Wix
Trusted by 250+ million users, Wix is a user-friendly website builder that caters to nonprofits seeking an affordable way to create a professional online presence. Its drag-and-drop interface allows users to customize their websites without coding. With built-in features like donation forms and event management, Wix is ideal for small to medium-sized nonprofits focused on quickly creating engaging, modern websites.
Key Features:
WordPress
WordPress is a highly customizable, open-source platform that powers over 40% of websites worldwide. It’s an excellent choice for nonprofits looking for flexibility, with thousands of themes and plugins available to tailor the site to their needs. While it requires more technical know-how than other platforms, it offers unparalleled functionality and control for organizations of all sizes.
Key Features:
Other Nonprofit Digital Marketing Tools
A well-rounded nonprofit marketing plan encompasses multiple channels. Let’s explore a variety of other nonprofit marketing software that you might not have considered.
Double the Donation Matching
Workplace giving generates an incredible $5 billion for charities every year. Matching gifts make up a big part of this, but a lot of revenue goes unclaimed for nonprofits since donors are often unaware of the opportunity. Double the Donation Matching can automatically identify and contact your match-eligible donors. You can also embed a convenient search tool where donors can manually check their eligibility for matching gifts from their employers.
Key Features:
eCardWidget
eCardWidget enables nonprofits to create and send digital greeting cards as part of their donor engagement and fundraising strategies. Using this nonprofit marketing software, design branded eCards for various occasions, providing supporters with a unique way to contribute while sharing your message. eCardWidget is an innovative way to combine creativity with donor outreach. Create thank-you cards, birthday cards, event invitations, or cause awareness eCards to boost peer referrals. You can even sell eCards to raise funds.
Key Features:
Tatango
Tatango is a text message marketing platform designed to help nonprofits engage supporters through SMS campaigns. It’s built for large-scale campaigns and offers advanced features like segmentation and automation to deliver personalized messages. Tatango is especially valuable for fundraising, event promotion, and driving immediate action.
Key Features:
Start marketing your nonprofit.
The right nonprofit marketing software will empower your team to amplify your message and connect with supporters. If you’re unsure where to start, stick with foundational platforms like email and powerful opportunities like Google Ads.
Remember, Google Ads is a powerful platform for targeting your audience, and the Ad Grant allows you to tap into it for free. If you need help creating your campaigns, reach out to our Google Ad Grant experts to confirm your eligibility and craft compelling ads for your cause.
To continue refining your nonprofit marketing plan, check out these free resources:
Nonprofit Awareness Campaigns Guide: Steps, Tips, & Examples
/in Google Ad Grants, Nonprofit Communications, Nonprofit Marketing /by Jessica KingDoes your organization need to get the word out about an urgent funding need? Are you looking to boost public understanding about an issue in your community? A nonprofit awareness campaign can quickly put your cause in the spotlight!
These marketing campaigns primarily focus on educating people about your work, and they can be facilitated through traditional media channels or run entirely online.
To help you get started with your own nonprofit awareness campaign, this guide will cover everything you need to know to be successful:
If you’re ready to spread the word about a cause that’s close to your heart, an awareness campaign is likely the best move. Let’s dive in!
Nonprofit Awareness Campaigns FAQ
Before we cover the process of hosting your own nonprofit awareness campaigns, here are some basics you should know.
What are nonprofit awareness campaigns?
Nonprofit awareness campaigns, also known as social awareness campaigns or public awareness campaigns, are marketing initiatives that aim to increase public knowledge of or interest in a cause.
These causes are directly related to your nonprofit’s mission, but they typically concern a specific issue rather than your organization’s entire purpose. Consider these examples:
When are the best times to launch nonprofit awareness campaigns?
This depends on your nonprofit. Many organizations find that the best time to host their campaign is in conjunction with an established day of nonprofit fundraising or awareness month, such as GivingTuesday or AAPI Heritage Month. During these months, your audience may be extra interested in your cause, and an awareness campaign can help your nonprofit stand out.
Ultimately, the best time to launch a nonprofit awareness campaign is the time that makes the most sense for your organization and your target audience.
Where do you promote nonprofit awareness campaigns?
Just like any other nonprofit marketing campaign, you should choose communication channels that align with your audience’s preferences. Social awareness campaigns see a lot of success online, but plenty of campaigns combine both digital and in-person elements.
Common places to promote nonprofit awareness campaigns include:
Look at the communication preference information in your donor database along with past results of marketing campaigns to determine the right channels for your nonprofit.
What tools and resources help nonprofits spread their awareness campaigns?
Since many nonprofits host awareness campaigns, there’s plenty of available support for organizations that want extra help. Consider using:
One of the best resources available for awareness campaigns is the Google Ad Grant. As part of their corporate social responsibility program, Google offers grants of $10,000 in free monthly ad credits to nonprofits.
This is an invaluable resource for getting your awareness campaign in front of the right audience, as you’ll gain access to users searching for terms relevant to your campaign—meaning they already have an interest in your cause. Plus, they’re proven to be effective. According to Double the Donation’s fundraising statistics, search ads like Google Ads have the highest return on investment of any nonprofit advertising method.
On top of that, reach out to expert consultants who can help you make the most of your Google Ad Grant. They’ll work with you to discuss your campaign goals and messaging strategy. Then, they’ll help create ads that grab your audience’s attention.
Do nonprofit awareness campaigns work?
When run strategically, nonprofit awareness campaigns can result in increased brand awareness, better fundraising performance, and more online visibility for your cause. Just take a look at the data:
Clearly, social awareness campaigns can be highly successful for nonprofits. But like any campaign, that success can vary depending on the strategies you use.
Tips for a Successful Awareness Campaign Strategy
To craft the most compelling ads and develop an effective awareness campaign strategy, follow these expert tips:
Use storytelling techniques to evoke emotion
Since awareness campaigns are all about generating public interest in a cause or issue, it’s crucial that your messages make an emotional connection with your audience. The best way to do that is by using stories.
Use these nonprofit storytelling techniques as a foundation for your campaign ads:
As you tell these stories, avoid evoking negative emotions like fear or guilt in your awareness ads. Uplifting stories are much more likely to prompt genuine empathy and action from audience members than scare tactics.
Provide clear calls to action
Most nonprofit awareness campaigns aren’t only about spreading awareness of an issue. Rather, they encourage supporters to take action immediately to support that cause. Even if the only action you want supporters to take is to share information, you need to let them know that!
Do this by including clear, compelling calls to action (CTAs) in your messages. Tell readers exactly what they need to do to help and how to do it. Make it as easy as possible to share a post, donate, or join your mailing list by providing directions and links.
Take a look at the CTA in this Instagram post from Color of Change:
In large, bold font, Color of Change calls on its supporters to start a petition to improve Black lives in their own communities. They don’t stop at “Start a Petition,” either. By telling supporters to “Start a Petition & Amplify Your Cause,” this post assures supporters that their action will have a clear and powerful impact on Color of Change’s mission.
Don’t be afraid to branch out
Social awareness campaigns are often the perfect time to get creative with your strategy. Don’t feel boxed in by your typical communication channels or your traditional marketing approaches. Some of the best nonprofit awareness campaigns are the ones that take their audience by surprise.
Consider branching out with your strategy by incorporating:
That being said, keep your audience in mind when choosing how to get creative. If you know that your target audience doesn’t use TikTok, for example, move in a different direction.
Launching a Nonprofit Social Awareness Campaign: 7 Steps
Now that you know the fundamentals, let’s explore the process of hosting your own nonprofit awareness campaigns.
1. Define your audience & set goals
Determining your audience and setting goals go hand in hand. Think about the purpose of your awareness campaign. Do you want to bring a new issue to the forefront of your supporters’ minds? Or do you aim to generate widespread awareness for a specific cause your nonprofit currently prioritizes, acquiring new donors in the process?
Once you’ve broadly determined your main goal and who your target audience is, take stock of their interests and communication habits. Then, use this information to guide your campaign’s messaging, communication channels, and event strategy.
Don’t forget to set key performance indicators (KPIs) so you can measure your progress. If your goal is to raise a certain amount of money using a unique fundraising idea, for example, your KPIs might be the total dollar amount raised and the cost per dollar raised (CPDR). Monitor these metrics throughout your campaign to see how successful your organization was and find opportunities for improvement.
2. Create a basic timeline
Like we mentioned earlier, many nonprofits choose to align their social awareness campaigns with established national awareness months or days. This helps drive support for your campaign because the public will already be thinking about your cause. However, there are also plenty of successful nonprofit awareness campaigns that run on their own timeline!
Once you’ve considered your options, make the following decisions about the timeline of your campaign:
With these decisions made, you’ll be able to create a basic timeline for your campaign and schedule major dates. As you go through the next steps, you can refer back to this timeline and fill it in with more detail to turn it into a thorough marketing plan.
3. Develop your campaign messaging
To develop a strong and cohesive campaign message, reflect on your mission and the themes of any national months or awareness days you’re participating in:
Choose one overarching message for your campaign that supports your goals, resonates with your audience, and aligns with any existing public associations or opinions. Use this message as the foundation for every advertisement or piece of campaign merchandise you create to maintain consistency.
In the ad example below, you can see how Wear Orange aligned its nonprofit awareness campaign with National Gun Violence Awareness Month and focused its messaging on how many Americans are affected by gun violence. Keeping their target audience in mind, Wear Orange created graphics in both English and Spanish:
4. Choose your marketing channels
The communication channels you use to advertise your social awareness campaign will be vital for its success. Use your donor data and additional research to determine which channels your audience is most active on, then choose a combination of digital and traditional channels to focus on. These might include:
You can also think outside the box when it comes to your marketing channels. For instance, say you create and sell t-shirts with your organization’s name or slogan on them as part of your campaign. You can encourage everyone who purchases a shirt to wear on a certain date to engage in a unique form of outreach!
5. Design your campaign ads
Once you have your communication channels set in stone, you can begin designing your campaign ads. Refer back to your overall campaign message, then use these tips to design your most important marketing materials:
Remember to maintain consistency throughout all of your advertisements in terms of colors, logos, and tone. Aligning all posts with your branding will ensure that your audience can immediately tell that these messages belong to your organization and to the same campaign.
6. Plan any campaign events
Not all nonprofit awareness campaigns include events, but many organizations choose to host them as a way to build community with donors or celebrate the progress of the campaign.
If you do decide to host a campaign event, determine if it should be a kickoff or conclusion event and if your audience would prefer the event to be in person, hybrid, or virtual. Then, start planning logistics. Don’t forget to budget for things like software costs and tech support if you’re hosting an online event or venue rentals for in-person events.
7. Launch your nonprofit awareness campaign
With your planning done, it’s time to launch the campaign! Follow your timeline for sending out messages on whatever channels you’ve selected for the campaign. Proactively connect with the people who engage with your campaign. For instance, promptly respond to social media comments and messages or questions that come in via phone or email.
Throughout the campaign, continue tracking the metrics that show your progress toward campaign goals. This will allow you to course-correct as needed if you’re not headed toward the results you want to see.
Once the campaign is over, don’t forget to thank everyone involved—every donor, volunteer, and influencer who helped drive awareness for your nonprofit’s cause. Here are some best practices for doing so:
Don’t forget to have fun with your appreciation strategies! Consider unique methods like sending an eCard, highlighting supporters’ impact on your website, creating a donor appreciation video, or throwing a volunteer appreciation event. Doing something out of the ordinary will make your campaign memorable for everyone involved.
Top Nonprofit Awareness Campaign Examples
Plenty of nonprofits have been in your shoes and found success. Get inspired by these popular nonprofit awareness campaigns:
ALS Ice Bucket Challenge
When you think of social awareness campaigns, the Ice Bucket Challenge is likely the first one that comes to mind. This 2014 online challenge rapidly became an international phenomenon, getting celebrities, families, and people everywhere to dump buckets of ice water on their heads in support of a cure for ALS. It’s known as a form of hashtag activism because of how it spread awareness and inspired action.
By advertising the unique challenge on Facebook, Twitter, and their website, the ALS Association was able to raise $115 million from 2.5 million donors. Years later, the funds raised as a result of this awareness campaign have led to dramatic progress in ALS research.
What made this nonprofit awareness campaign successful:
988 Suicide & Crisis Lifeline’s “I’m So Glad You’re Alive” Call 988 T-Shirt Fundraiser
988 Suicide & Crisis Lifeline is a national network of local crisis centers that provides free and confidential emotional support to people in suicidal crisis or emotional stress on a 24/7 basis.
In 2022, the organization launched a t-shirt fundraiser through Bonfire to raise awareness about the new Lifeline phone number available to the public, 988. Proceeds from the fundraiser went toward all activities associated with running Lifeline.
What made this nonprofit awareness campaign successful:
Wear Orange for Gun Violence Awareness
Every year since 2013, Wear Orange has hosted a national awareness campaign for victims of gun violence. The campaign asks supporters to draw attention to the issue of gun violence with one simple action: wearing orange.
During the first weekend in June, Wear Orange hosts in-person events across the country in collaboration with local nonprofits. They also promote the campaign on social media, providing supporters with multilingual graphics and information to share on their own pages.
What made this nonprofit awareness campaign successful:
Neuroclastic, Inc.’s Bonfire Peer-to-Peer Fundraising Page
Neuroclastic, Inc. is a nonprofit publication headquartered in Lynchburg, Virginia. It features resources, articles, and creative expressions from Autistic people about the autism spectrum.
Neuroclastic, Inc. has its own profile and merch store on the t-shirt fundraising platform Bonfire that features their custom t-shirt designs and allows supporters to sell t-shirts on behalf of the organization’s cause.
What made this nonprofit awareness campaign successful:
Wrapping Up
When done well, nonprofit awareness campaigns can quickly bring your community together to learn about and support your organization’s cause. They can lead to plenty of new donors and turn your existing supporters into true advocates for your nonprofit.
Planning a nonprofit awareness campaign takes work, but you don’t have to do it alone. Consultants like the experts at Getting Attention are here to help you design compelling ads and run an impactful awareness campaign. To learn more, check out these additional resources:
Hiring A Google Grant Agency: Tips and 10+ Best Partners
/in Google Ad Grants, Nonprofit Communications /by Jessica KingGoogle is the world’s most popular search engine, fielding at least 8.5 billion searches per day. That’s 8.5 billion reasons nonprofits should take advantage of the Google Ad Grant program, which gives $10,000 worth of ad credits to eligible organizations every month to create ads on Google.
Ad campaigns require consistent upkeep, performance tracking, and compliance with Google’s official account requirements. That’s why we recommend working with a certified Google Grant agency.
Professional Google Ad Grant agencies devote their time to researching the program’s compliance requirements, mastering the application process, proactively researching the best keywords, and making the most of each nonprofit’s grant money. Plus, agencies that are Google Partners have a seal of approval you know you can trust.
To ensure you partner with the right agency, this guide will walk through:
Here at Getting Attention, we work alongside nonprofits to get their accounts approved and maximize their campaigns’ performance. As a Google Grant agency, we believe in the power that effective Google Grant management holds for nonprofits. Let’s get started so you can partner with the right Google Ad Grant manager.
What Is A Google Grant Agency?
A Google Grant agency is a business composed of experts that help nonprofits manage their Google Ads accounts. A professional agency will handle many aspects of Google Grant management, including:
Overall, the professional’s goal is to help each nonprofit build awareness for its cause and create high-converting campaigns that are meaningful to the organization’s work.
Some Google Ad Grant agencies are officially recognized by Google and have earned the title of Google Partner. While some start-up agencies that have yet to earn this designation may be worth exploring, Google-certified organizations have already proven their ability to maintain high-quality ad campaigns. When considering agencies, check to see if they’re a Google Partner.
What is Google Grant Management?
Before speaking with or even researching specific agencies, you must understand the actual services that Google Grant management entails. That way, you can determine the areas in which you need help and confidently enter your conversations with agencies.
Google Grant Application
If you don’t already have your account set up, a Google Grant agency can help you get started by checking your eligibility and guiding you through the application process. These are the application requirements they can help with:
If your nonprofit organization holds valid charity status and your website is well-developed, then you’ll most likely get the Google Grant. Work with a Google Grant agency to ensure that nothing slips through the cracks and that the application process goes smoothly.
Google Grant Account Management
Compared to other marketing channels, search ads have the highest return on investment (ROI) for nonprofits using paid advertising, meaning the impact of the Google Ad Grant goes far beyond simply being approved for the program. To help you make the most of your allotted $10,000 each month and strengthen your marketing, a Google Grant agency will offer the following account management services:
Managing your campaigns can be difficult, especially when you have other projects to juggle and events to plan for your organization. Your Google Ad Grant manager knows how to use it to drive conversions and see measurable results for your organization.
Google Grant Compliance
One of the most important roles of a Google Grant agency is to keep nonprofits’ accounts in compliance with the program’s guidelines. Google revisits and updates its policies from time to time, so the official compliance page will be your best bet if you want to check up on the rules.
Here are some of the most important requirements that a Google Ad Grant manager will handle for you:
Bottom line: A Google Grant agency will keep your Ad Grant account in check and fully compliant, even as Google updates its rules. Make sure the Google Ad Grant manager you partner with is able to support your needs as your account grows and evolves.
What is a Google Partner?
Any marketing agency can offer Google Ad Grant assistance. However, while there are some promising startup organizations that can provide high-quality service, nonprofits can ensure their Ad Grant account is in good hands by working with a certified Google Partner.
Google Partners are agencies that manage Google Ad Grants that Google has recognized as producing legitimate, quality work. These organizations are not run by Google, but the program does provide them with additional support to ensure their clients continue receiving unparalleled service.
Most Google Ad agencies will make it clear on their website that they are a Google Partner. However, if you want to only look at Google Partners, explore Google’s Partner Directory. Apply filters to find agencies that are near you and have the right level of certification, or enter the name of an organization you’re already considering to check if they’re a partner.
On our list of recommended Google Grant agencies, we have a mix of certified partners, like our own organization Getting Attention, as well as consultants that provide worthwhile services but have yet to enter the partner program.
The Benefits of Hiring a Professional for Google Grant Management
Partnering with a professional will drastically enhance your Google Ad capabilities. Especially when you hire an agency that’s Google-certified, you can rely on them to pick the best keywords for your cause and generate high-converting ads. Ultimately, they’ll empower you to make the most of your grant money and put your ads in front of likely prospects.
Here are some of the core benefits you should expect:
These professionals have in-depth knowledge of the program’s requirements, features, and tools, so you can spend your time focusing on other areas of your nonprofit. All in all, partnering with a Google Ad Grant agency can be incredibly beneficial, as long as you spend time choosing the right one for your team!
How to Hire a Google Ad Grant Agency
To unlock the benefits of a grant manager, hiring a knowledgeable Google Grant agency is essential. Start your search by following the three stages of the hiring process:
Above all else, prioritize a Google Grant agency’s Ad Grant program knowledge, services, and professionalism. In turn, you’ll wind up with a professional who acts as an extension of your team.
10+ Best Google Ad Grant Agencies
Whenever you outsource work to an agency, it’s important that you explore your options before signing a contract. That way, you’ll wind up with one that’s the best possible fit for your organization and needs. While you can certainly do the digging on your own, here are 10 Google Grant agencies that we’d recommend to kickstart your search.
1. Getting Attention | Best All-Around Google Grants Agency
Here at Getting Attention, we specialize in Google Ad Grants and are a proud Google Partner. Our team is made up of professionals who know what it takes to develop campaigns that drive real results for your cause, no matter if you’re just getting started or already have active campaigns.
We don’t just quickly review your account and offer some tips. Our team partners closely with yours to fully understand your mission, who your nonprofit serves, and how you can drive meaningful conversions.
Here’s how we can help you make the most of your grant money:
Getting Started with Getting Attention
Our experts are fully committed to helping you develop inspiring ad campaigns. Plus, we aim to be fully transparent in our pricing, which is why we don’t charge any upfront fees and will help you manage your Google Ad Grants account for only $600 per month.
Get a free consultation, so we can chat about how we can help your nonprofit grow through powerful Google Ad Grant management. Don’t see a Google Grants service on our website that you need? We’re open to chatting about our experience in other areas to help you make the most of your campaigns!
2. Nonprofit Source | Best Google Grants Agency for Information
If you’re starting at square one with the Google Ad Grant, the most important thing you need is information. Nonprofits Source provides marketing assistance to charitable organizations looking to grow their online impact, but where it really shines is its host of free educational information.
While they offer general digital marketing services and don’t manage Ad Grant accounts, you can learn a lot about the Ad Grant program from them. Scroll through the Nonprofits Source blog to find detailed information about nearly every aspect of the Google Ad Grant, including:
Check out Nonprofits Source’s blog to learn more about the Google Ad Grant and partner with them to expand your online presence.
3. DNL OmniMedia | Best Google Grants Agency for Nonprofit Technology
DNL OmniMedia is a well-known nonprofit technology consultant. While it’s not their sole purpose, their offerings also include Google Grant services. They’ll help you with the following:
Start by researching DNL OmniMedia’s other offerings to see how they can optimize other areas of your nonprofit’s technology strategy!
4. RKD Digital | Best Google Ad Grant Agency for Digital Marketing
As the first full-service direct-response company to be added to the Google Grant Certified Professional Community, RKD Digital works with nonprofits to produce effective marketing strategies. They’ll help you reimagine what marketing looks like with Google Grants services, such as:
If this agency sounds like a good fit, check out their website to learn more about their approach to Google Ad Grant management. You can also dive into some of their other digital marketing services before contacting their team!
5. Allegiance Group | Best Google Grants Agency for Fundraising
Allegiance Group is a full-service firm that combines fundraising, marketing, and technology, so their nonprofit clients can inspire action and make an impact. They’ll help you harness the power of the Google Ad Grant with the following services:
Explore Allegiance Group’s website to learn more about how they’ll enable you to intertwine your digital fundraising and marketing efforts through the Google Ad Grant.
6. WebFX | Best Google Grants Agency for NGOs
While their primary focus is on businesses, WebFX empowers NGOs to take advantage of Google Ad Grants and is even part of the Certified Partner Directory. As a leader in SEO, PPC, social, and web design services, they provide offerings like:
WebFX is backed by a team of experts to help you make the most of your SEO strategy. Take a look at their website to learn more about their digital marketing services to make sure they align with your nonprofit’s needs.
7. Digital Ninjas | Best Google Grants Agency for Advocacy Organizations
Digital Ninjas is a professional consulting firm that helps nonprofits drive greater fundraising and advocacy results through digital campaigns. Their services dedicated to Google Ad Grant management and organic search include:
Check out their website to learn how Digital Ninjas can make your search engine marketing (SEM) endeavors a breeze.
8. Uprise Up | Best Google Grants Agencies for UK-Based Organizations
Located in the United Kingdom, Uprise Up is a data-driven digital media agency. As part of their relentless endeavor to further social good, they offer Google Ad Grant management services to nonprofits, including:
As one of the few UK-based Google Grant agencies, Uprise Up is a great choice for UK organizations. Before reaching out, take a look at their website to learn more about their work.
9. Koios | Best Google Grants Agency for Libraries
With a sole focus on libraries, Koios empowers its clients to make their library’s resources more discoverable online. The agency helps libraries take advantage of the Google Ad Grant program through management services like:
Koios offers a 60-day free trial, so you can see what it’s like working with their experts. Before reaching out, explore their website to learn more about what they can do for you.
10. INTK | Best Google Grants Agency for Cultural Organizations
INTK works exclusively with cultural organizations, such as museums and performing arts centers, to generate awareness through targeted ads on relevant search results pages. Here are some of the core services they offer:
INTK is certified by Google and has direct access to the Google Ad Grants team, which means they’re in the loop with the latest changes in the program’s compliance requirements. Take a look at their website to learn more about their approach.
11. Platypus Digital | Best Google Grants Agency for Multichannel Strategies
Platypus Digital is a leading digital marketing agency for charities. With expert Google Ad Grant management, they’ll help you increase brand awareness and connect with motivated supporters through services like:
If you think Platypus Digital would be a good fit for your organization, explore their website to learn more about their Google Grant services.
Next Steps for Your Google Grant Strategy
When it comes to starting your nonprofit’s online marketing on the right foot, the Google Ad Grant is your answer. However, applying for and maintaining your account is no walk in the park. Turning to a professional Google Grant agency, like Getting Attention, is your best bet.
While we shared several recommendations, Getting Attention is the only Google-certified full-service agency that focuses solely on Google Ad Grants. We’ll handle every aspect of your account, starting with eligibility confirmation through ongoing maintenance. In no time, you’ll start driving more conversions, connecting with more prospects, and generating great results for your cause!
Are you interested in learning more about Google Ad Grants or marketing your mission effectively? Explore these great additional resources:
Matching Gifts: The Ultimate Q&A Guide for Fundraisers
/in Corporate Giving, Nonprofit Communications, Nonprofit Fundraising /by Jessica KingWhen you hear matching gifts, what do you think of?
Maybe it’s a major donor who matches contributions made during a big campaign. As a nonprofit professional, you might’ve even participated in one of those. But did you know that there’s another type of matching gifts that can actually provide more value and are often easier for organizations like yours to benefit from? Introducing: corporate matching gifts.
Many donors, including those who give to your organization, are eligible for matching gifts through their employers. However, nonprofits often underutilize this fundraising strategy.
As a Google Ad Grants agency, we understand the power of harnessing every tool at your disposal that can help your nonprofit fulfill its mission. That’s why we’ve answered some important questions about matching gifts so you can leverage this major fundraising power. These include the following:
Ready to familiarize your team with the basics of matching gifts? Let’s jump right in!
1. What are corporate matching gifts?
Corporate matching gifts are a form of corporate philanthropy in which companies match donations their employees make to nonprofits and schools. Most matching gift programs are open choice, meaning any and all fundraising organizations can benefit without needing to have a formal, pre-existing relationship with the corporation.
That’s the simple version.
Matching gifts are essentially free money. They let donors maximize the impact of their gifts without reaching back into their own pockets. As a result, nonprofits can double or even triple their donation revenue.
2. How do matching gifts differ from matching grants?
Matching gifts are a type of corporate philanthropy where companies match donations made by their employees to eligible nonprofits. This means that when a donor gives, their employer contributes an equal (or sometimes greater) amount, effectively doubling the impact. Many companies match donations at a 1:1 ratio, but some offer 2:1 or even 3:1 matches, making it an easy way to multiply fundraising dollars without additional asks.
Matching grants, on the other hand, are generous funds put up by major donors, foundations, or corporations that will multiply the giving by any donors, often within a limited time frame. Unlike matching gifts, which are donor-driven, matching grants require nonprofits to secure contributions first to unlock the matching funds.
3. How does the matching gift process work?
Matching gift programs vary by company, but here’s an overview of the process in a nutshell:
Understanding the matching gift process is key to unlocking this hidden source of revenue. By streamlining the experience and making it easy for donors to participate, your nonprofit can unlock thousands (or even millions) in extra funding—all without asking donors to give more!
4. What are corporate matching gift program criteria?
Many companies establish a policy around matching gifts, complete with outlined match ratios, minimum and maximum amounts, and employee/nonprofit eligibility. Let’s dive deeper into each of those categories to see which kinds of guidelines you should be aware of.
Match Ratios
Most companies match at a 1:1 ratio, which means a dollar-for-a-dollar match. However, match ratios can span anywhere from 0.5:1 to 4:1. For example, a 1:1 match on a $50 donation means $100 total, while a 2:1 match on the same $50 gets you $150 total.
Minimum and Maximum Amounts
Companies also have minimum and maximum donation amounts that they’ll match. The most common minimum amount is $25, but these amounts can vary from $1 to $100.
Meanwhile, program maximums have an even wider range, often between $1,000 and $15,000. However, amounts will still vary below and above these figures.
In order to maximize your matching gift potential, it’s a good idea to keep an eye out for programs with low minimums and high maximums. Those are going to offer the best opportunities for revenue!
Eligibility
Many companies have restrictions on the types of nonprofits and employees that are eligible to receive or request a matched donation.
For nonprofits, most 501(c)(3) organizations are eligible for matching gift programs, including educational institutions, arts and cultural organizations, environmental organizations, health and human services, and more. The most common restrictions are usually against religious or political organizations, but it’s still up to the company. Today, most programs are open-choice, meaning the employee can give (and get their gifts matched) to whichever organizations they’d like.
For employees, their eligibility also depends on the company’s guidelines. This can include full-time, part-time, and retired employees. Some companies will even match gifts made by employees’ spouses or significant others, allowing for even greater matching gift potential for organizations!
5. What should the donor side of matching gifts look like?
As you collect donations from your supporters, their experience throughout the process can determine whether you retain their support. That’s why it’s important to streamline your entire donation process, including your matching gift efforts.
Here’s how you can do so!
Evaluate Your Current Donation Process
As donors give to your organization, do they see helpful resources about matching gifts? If not, the time of the donation is a prime opportunity to educate them. This is where that embeddable matching gift search tool comes in handy! Allow donors to use the search tool during the donation stage so they can immediately take action.
Follow Up About Matching Gifts
Once donors have submitted their donation, follow up and let them know that their gift can go twice as far—and give them instructions on how they can do so. If they haven’t submitted a match request to their employer, now is a perfect time to send a follow-up email to get the ball rolling.
Again, if you choose to use a tool like Double the Donation Matching, you can automate this process. This matching gift platform will automatically email donors on your behalf with the information they need to figure out their eligibility.
You can even go beyond email outreach by calling donors. Consider making phone calls to a narrowed-down list of high-value matching gift donors who are more likely to submit a match request. Phone calls take more of your staff’s time, but being selective about who you call can add a meaningful human touch to your matching gift outreach.
Streamline Your Verification Process
While some organizations are unfamiliar with the verification process for matching gifts, the good news is that it’s simple enough for teams to manage well. Verifying the original donation with a matching gift company means familiarizing your team with the corporate giving platforms that companies are using.
Some of these top corporate giving platforms include Benevity, YourCause, and CyberGrants. Understanding the guidelines for each of these major vendors will help you respond to verification requests quickly and avoid missing out on any matching dollars. Be sure to educate your staff so they understand how the verification process works.
Thank Your Donors
Thanking your donors should go without saying, but it’s still something we have to emphasize. Use your automation tools to thank your donors not only following their donation but also after you’ve received the match from their employer. This will help you cultivate the relationships you need to continue growing and serving your mission as a nonprofit.
For high-value donors, think about even more personalized approaches to give your thanks. Handwritten letters, eCards, and phone calls from senior leadership staff are just a sampling of the channels you can use.
Reviewing how your nonprofit handles the matching gift lifecycle can help you streamline the matching gift process for donors. Make it as easy as possible for donors to submit their matching gift requests, and then follow up to make sure they understand what the next steps are.
6. Is there a deadline to submit a matching gift request?
The deadline to submit a matching gift request will vary based on your donor’s employer. Still, there are three main types of deadlines a specific program might implement. This includes requirements for donors to complete their submissions…
However, the more time that passes after a supporter makes a donation, the less likely they will be to submit a match request. That’s why you have to promote matching gift opportunities to them as soon as possible.
7. Why are matching gifts important?
Beyond boosting your fundraising revenue, matching gifts can also help improve donor retention and engagement. Did you know that 1 in 3 donors say they would give a larger gift if a match was applied to their donation?
Just knowing that their donation will go twice as far encourages donors to give a larger gift at the outset. Similarly, 84% of donors say they’re more likely to donate if a match is offered at all. If you have a potential donor who’s on the fence about giving to your organization, promoting corporate matching gifts can give them the extra push they need to make their decision.
Here are some other eye-opening matching gift statistics to help put things in perspective:
As you can see, there are plenty of benefits that come with matching gifts. They encourage donors to give to your organization while also boosting the initial gift amounts.
8. Why aren’t more nonprofits using matching gifts?
It turns out, much of the time, both nonprofits and donors don’t know about matching gifts. And that leads to significant amounts of available revenue being left on the table.
For nonprofits, reasons include a lack of staff, resources, and time needed to zero in on matching gift revenue. Many times, organizations don’t know who a donor’s employer is or what their matching gift policy is, so they’re not of much assistance throughout the donor experience. Not to mention, manual follow-ups would require an investment of resources that many organizations simply lack.
For donors, meanwhile, most don’t even know that their company offers a matching gift program. Additionally, the process of getting their donation matched may seem way too complicated or unclear to get started with, especially without proper guidance.
The result? Approximately $4-$7 billion in matching gift funds goes unclaimed every year. That’s money that could be reinvested into nonprofits to help support their operations and spread their missions. But fortunately, solving for these issues is simple with a dedicated strategy and the tools to back it up.
9. Which companies offer matching gifts?
Good news: There are more companies that match donations than you may think.
Some of the top matching gift companies include Microsoft, Apple, Google, Home Depot, and Disney. In fact, 65% of the Fortune 500 have reported offering matching gift programs for their employers. Many of these companies offer high maximum match limits and match donations to most types of nonprofits.
For example:
Still, this is only a snapshot of the many matching gift companies out there. And it’s not just large corporations handing out money, either. These companies range in size and guidelines, which is why it’s essential that you understand where your donors work (and whether they qualify for the programs) to get in on this funding source.
10. How do I get leadership support for matching gifts?
Often, the first step in rallying your team around matching gifts is focusing attention on getting leadership support. Without backing from leadership, it may be more challenging to get the rest of your staff on board in the first place.
First and foremost, you need to help leadership see the value in matching gifts. This momentum will then trickle down to the rest of your staff. Double the Donation outlines effective ways to get your leadership on board with matching gifts. These include:
When your leadership is on board with your matching gift plan, your entire team will be more willing to work toward your matching gift goals. Get them excited about the prospect of a considerable revenue increase, and be sure to showcase how leveraging matching gifts effectively can get you there.
11. How can I educate my team about matching gifts?
Next, it’s time to get the rest of your team on board. Unfortunately, many nonprofits don’t spend time educating their staff about matching gift programs. This is especially true for organizations that don’t realize the impact matching gifts can have on their revenue.
That’s why we’ve rounded up some effective steps that you can take to get your team up to speed:
Educating your new staff members and giving those refreshers to your entire team will help make matching gifts more effective across your organization. Be sure to offer helpful resources that they can access and provide training so they’re ready to handle anything matching gift-related that comes across their desk.
12. How can my organization promote matching gifts?
We’ve made it clear that a lack of awareness is a big issue when it comes to matching gifts. So, how can your organization market matching gifts to your donors?
We’ll cover some of the top marketing methods below!
Google Ad Grants
Did you know Google offers eligible nonprofits $10,000 in monthly ad credits to promote their websites? The Google Ad Grant is a great marketing tool for promoting matching gifts.
Since the Google Ad Grant program requires you to set up ad campaigns with specific goals, you can create a campaign for promoting matching gifts. Then, you can create ads directing users to your matching gift page to encourage them to participate.
At Getting Attention, we’re committed to helping nonprofits navigate Google Ad Grants, from determining program eligibility to managing ad campaigns. We’d be happy to consult with you to determine how we can best serve your Google Ad Grant needs.
Email Outreach
Email outreach can take a few different forms: confirmation emails, newsletters, thank-you letters, and more. When you send out these types of messages, it’s important to mention matching gifts for the best results.
Here’s some text you can include in your thank-you email after a donor has contributed to your cause:
You can even include a link to learn more about matching gifts within your email!
Social Media
If your nonprofit has a strong social media presence or is in the process of building one, take advantage of post-scheduling tools to post about matching gifts throughout the year.
Social media impacts donors—in fact, 32% of donors who give online say that social media is the channel that most inspires them to give. Whether you’re using Facebook, Twitter, Instagram, TikTok, or other platforms, be sure to include links that direct supporters to the information they’ll need to submit a match request to their employer.
Double the Donation even provides its users with free, customizable social media marketing templates within the platform to help you get started!
Donation Page
When supporters are already on your donation page, that means they’re serious about donating to your cause. Since donors are most engaged at this step, this is the perfect time to promote matching gifts.
All you need to do is prompt each donor to provide their employer’s name directly within your donation form as they give—either with an optional freeform text field or using a dedicated matching gift search tool. From there, you can use your matching gift database to screen donor information for matchable transactions!
Dedicated Matching Gift Page
By creating a dedicated matching gift page, you can provide donors with general educational information about matching gifts, as well as company-specific matching gift forms, guidelines, and instructions.
Having a specific page that houses all of the information donors need will make it easier for supporters to submit a match request. You can send donors there through social media posts, emails, and other types of communication.
Matching Gift Search Tool
By investing in matching gift software that offers access to a matching gift database, you’ll hand-deliver donors updated and comprehensive information about their employer’s matching gift guidelines and forms. For the best results, this tool can be embedded in your donation forms, confirmation pages, Ways to Give pages, and more!
13. What is a matching gift database?
Speaking of embedding a matching gift search tool, making the investment in matching gift software can provide just the boost you need to drive those match-eligible donations to completion. More specifically, a matching gift database can give you access to information about thousands of company matching gift programs.
How does a matching gift database work?
A matching gift database is easily accessible via a search tool plugin. This plugin can go anywhere on your website, including donation forms and dedicated matching gift pages, and allows donors to search for their eligibility in seconds.
Here’s how it works:
Sounds great, right? If you’re looking for effective matching gift software, we recommend checking out Double the Donation, the leading provider of matching gift tools. After all, Double the Donation offers a powerful matching gift automation tool that empowers donors to access Double the Donation’s comprehensive matching gift database. This resource houses information on more than 24,000 companies and subsidiaries and their matching gift programs, making it easier than ever to locate the right data when you (or your donors) need it.
Double the Donation Matching also scans information donors provide during the donation process, determines their matching gift eligibility, and triggers automated emails that outline the next steps specific to the donor. Plus, Double the Donation Matching integrates with more than 100 of the leading nonprofit CRMs, peer-to-peer fundraising software, and donation software, so it’s an excellent choice if you’re already using one or more of those tools.
14. How should I manage matching gifts with multiple chapters or affiliates?
For many organizations, encouraging matching gifts means keeping track of your donors’ employers and having a set process in place for outreach. However, larger organizations that have multiple chapters or affiliates may run into issues when managing matching gifts.
For the best results, these types of organizations should consolidate their matching gift process. According to Double the Donation’s complete guide for chapters and affiliates, consolidation means that each unit will follow a central process to secure matching gifts.
Here are some top tips on how you can do this:
These strategies can make a massive difference if your organization runs in multiple locations. A consistent process will help your teams avoid missing out on matching gift opportunities and create specific guidelines each unit should follow, all while providing a more seamless donor experience.
15. Are matching gifts the only type of corporate giving?
In addition to matching gifts, there are many other types of corporate philanthropy. From monetary grants for volunteer hours to event sponsorships and more, here are some of the top corporate giving programs:
Volunteer Grants
Also known as “Dollars for Doers” programs, volunteer grants are a type of corporate philanthropy in which companies provide monetary grants to organizations where their employees regularly volunteer.
Here’s how volunteer grants work:
If you already have a dedicated group of volunteers, encourage them to check their eligibility for a volunteer grant. You might be able to get some extra corporate dollars this way.
Volunteer Time Off
Volunteer Time Off (or VTO) is a type of corporate giving program in which companies provide employees with paid time off to volunteer with nonprofit organizations. Unlike traditional PTO used for vacations or personal days, VTO allows employees to give back to their communities without sacrificing their salary or work hours.
When properly utilized, VTO can become a win-win for both businesses and nonprofits. Employees get to make a difference without financial barriers, companies build stronger community connections, and nonprofits gain valuable volunteer support to further their mission.
Fundraising Matches
Fundraising matches are similar to matching gifts in that donations are matched by a company.
The difference?
Fundraising matches apply to fundraising events, like walk-a-thons or 5Ks. The participant’s employer will then match the money the participant raises (rather than gives directly) through sponsorships or other donations.
Automatic Payroll Deductions
One of the simplest forms of corporate giving is automatic payroll deductions. Through this corporate giving program, employees have a portion of their paychecks donated to a nonprofit on a regular basis.
Specific companies may have guidelines on which organizations they’ll donate to. Typically, the organization has to share similar values with the company, like environmental causes or other issues. Once your organization has been approved, this is a great source of recurring donations.
In-Kind Donations
Many companies donate more than just money to nonprofits. Some also provide in-kind donations, which means goods or services. To give you an example, a company might donate computers, consulting services, or even food to organizations.
In-kind donations not only benefit nonprofits but also give companies a sense of pride in helping a worthy cause.
Sponsorships
One of the most impactful forms of corporate giving is sponsorships, where businesses provide financial or other support to nonprofits in exchange for recognition, branding opportunities, or community goodwill.
Sponsorships generally form mutually beneficial partnerships—companies gain visibility and enhance their corporate social responsibility efforts, while nonprofits receive essential funding or resources to further their missions.
16. Where can I learn more about matching gifts?
Now that we’ve answered the most common matching gift questions, you should have a deeper understanding of what matching gifts are. You can now start encouraging participation from your supporters and watch as your donation revenue increases exponentially.
If you need some additional information about matching gifts before you get started, we’ve compiled some helpful resources below:
Driving Support with One-Off Matching Gifts Programs
/in Corporate Giving /by Getting AttentionOne-off matching gift programs are a powerful yet often underutilized fundraising tool for nonprofits. Unlike traditional matching gift programs, which are generally tied to ongoing corporate giving initiatives, one-off matching gifts are unique opportunities that can create a significant impact for a single organization.
In this blog post, we’ll explore the key strategies to ensure your organization drives support through these impactful programs. This includes:
All in all, establishing and leveraging these programs effectively can drive donor engagement, amplify contributions, and build strong relationships with corporate partners. However, understanding how to promote and execute one-off matching gift campaigns is crucial to maximizing their potential.
Let’s get started with an overview of the basics!
Defining One-Off Matching Gift Programs
One-off matching gift programs are specific and generally time-bound partnerships between a company and a single nonprofit organization.
While traditional matching gift programs are typically ongoing and open to a wide range of nonprofits, one-off matching gifts are targeted initiatives in which a company commits to matching employee donations exclusively to one chosen nonprofit for a defined period or campaign.
These programs often align with a company’s corporate social responsibility (CSR) goals, focusing on causes or events that resonate with their values or employee interests. For nonprofits, this provides a unique opportunity to secure amplified support for their mission while building a closer relationship with the partnering company.
For example, a company might announce a one-off match during a nonprofit’s annual gala or Giving Tuesday campaign. If an employee donates $50 to the organization, the company matches that amount, turning a $50 contribution into $100 or more.
Understanding the Benefits of One-Off Matching Gifts
One-off matching gift programs offer numerous advantages for nonprofits, donors, and the companies initiating the match. By understanding these benefits, organizations can more effectively leverage these unique opportunities to maximize their impact.
1. Amplified Fundraising Impact
The most immediate benefit of one-off matching gifts is the ability to amplify the funds raised during a campaign significantly. When donors know their contributions will be matched, they are often more motivated to give—and to give more—knowing their impact will be doubled or even tripled. This leads to higher overall donation totals and a stronger ability to meet fundraising goals.
2. Increased Donor Engagement
One-off matching gifts create a sense of urgency and excitement that can energize donors. The limited nature of these programs encourages immediate action, helping nonprofits reach new supporters and re-engage lapsed donors. Additionally, donors feel a greater sense of accomplishment, knowing their contributions are being maximized through corporate matching.
3. Enhanced Corporate Partnerships
One-off matching gift programs offer a strategic way to align with charitable-minded businesses and demonstrate their commitment to social good. These initiatives can strengthen relationships with corporate partners, enhance the organization’s reputation, and foster goodwill among supporters and employees alike.
By capitalizing on the benefits of one-off matching gift programs, nonprofits can not only boost their immediate fundraising outcomes but also build stronger relationships with donors and corporate sponsors, setting the stage for long-term success.
Identifying Partners for One-Off Matching Gift Programs
Securing the right corporate partner is a critical step in launching a successful one-off matching gift program. Remember: the ideal partner will not only have the resources to support your fundraising efforts but will also align with your mission, values, and community impact goals.
There are a few ways you can do so:
By carefully identifying and approaching the right partners, your nonprofit can secure meaningful one-off matching gift opportunities that amplify your fundraising efforts and create lasting relationships with corporate sponsors.
Marketing One-Off Matching Gift Programs to Supporters
Effectively promoting a one-off matching gift program is essential to maximizing its impact. With a clear and compelling marketing strategy, nonprofits can create excitement among supporters and encourage higher participation.
Here’s how you can market your one-off matching gift program effectively:
1. Establish a Sense of Urgency
One-off matching gift programs are often time-sensitive, making urgency a key driver of donor action. Use countdowns, deadlines, and phrases like “limited-time opportunity” or “get your gift matched by your employer today” in your messaging.
After all, highlighting the temporary nature of the match tends to motivate donors to act quickly and without hesitation.
2. Utilize Social Media
Social media platforms are ideal for generating buzz around your one-off matching gift program. Post eye-catching graphics, testimonials, and updates about the campaign’s progress.
For the best results, we recommend using hashtags, tagging your corporate partner, and encouraging supporters to share the campaign with their networks to expand your reach.
3. Send Targeted Campaign Asks
For a one-off matching gift program, you generally don’t need to send a donation request to everyone in your database. Rather, it’s a good idea to focus on those who qualify for the match—employees of your corporate partner.
And since this is likely a limited list, you can do a lot to ensure your messaging is well-tailored to the intended recipient!
4. Showcase the Corporate Partner’s Role
Be sure to highlight the corporate partner’s generosity and involvement in your marketing materials. Recognizing their contribution builds goodwill and strengthens the partnership. It also encourages the company’s employees to participate in the campaign before it’s too late.
5. Leverage Peer-to-Peer Advocacy
Encourage your current supporters (especially those employed by your matching gift partner) to spread the word. After all, peer-to-peer advocacy can significantly amplify your campaign’s reach.
Provide your donors and volunteers with shareable content, like social media posts and email templates, to make it easy for them to promote the match.
6. Involve Your Corporate Partner in Promotions
Don’t forget to collaborate with your corporate partner to promote the match! In order to spread the word, the company can share the opportunity through its internal communication channels, like company newsletters or intranet, as well as public platforms, such as its social media accounts.
7. Utilize Visual Storytelling
Use photos, videos, or graphics to visually demonstrate the impact of the matching gift program. A short video showcasing beneficiaries or a graphic illustrating the doubled donations for your cause can resonate emotionally with supporters and inspire them to give.
8. Follow Up with Impact Reporting
After the campaign ends, share the results with your supporters—and your corporate partner. Send thank-you emails and share social media posts showing the total amount raised and how the funds will be used. Highlighting the tangible outcomes of their contributions reinforces donor loyalty and sets the stage for future giving opportunities.
By implementing these marketing strategies, your nonprofit can raise awareness, generate excitement, and drive greater participation in your one-off matching gift program, ensuring its success.
Automating One-Off Matching Gift Programs
One-off matching gift programs can go a long way—but they can also be difficult to facilitate and manage on your own. Luckily, that’s where matching gift automation comes in, making things easier for everyone involved.
How?
Automation can play a crucial role in the success of one-off matching gifts, streamlining processes and reducing the administrative burden for nonprofits, their donors, and their corporate partners alike. By leveraging the right tools and strategies, organizations can enhance donor engagement, improve tracking, and maximize the impact of these limited-opportunity initiatives.
Employer Search Functionality
This feature allows nonprofits to incorporate a searchable database of companies with matching gift programs, including those offering one-off matching opportunities. This way, donors can quickly identify whether their employer is participating in the program, access matching gift details, and follow any specific submission guidelines—all from the donation page.
This increases program knowledge with straightforward and accessible information, improves the donor experience with real-time access to relevant company information, and reduces barriers to participation. Plus, with Double the Donation, it’s even customizable for one-off matches, allowing nonprofits to highlight specific companies involved in the current campaign and ensuring donors are aware of the opportunity as they give.
Matching Gift Request Auto-Submission
Auto-submission technology, offered by Double the Donation, enables donors to authorize the platform to automatically submit their matching gift request directly to their employer, eliminating the need for a separate process after their donation.
This streamlines the submission process and increases the likelihood that donors complete their requests, reduces donor effort to provide a frictionless experience, and boosts campaign results overall, ensuring nonprofits capture the full potential of available matches.
Automated Follow-Up Communications
This feature triggers personalized, timely reminders to donors who qualify for matching gift programs but have not yet completed the process. These messages can include company-specific instructions, deadlines, and direct links to take action.
This increases submission rates by ensuring donors don’t forget to complete their matching gift requests, saves time for nonprofits by eliminating the need for manual reminders, and improves donor engagement with relevant, helpful follow-ups.
Contribution Tracking
Automated systems allow nonprofits to track donations, matching gift submissions, and overall progress for one-off matching gift campaigns in real time. These tools consolidate data, making it easy to monitor key metrics and generate reports.
Overall, this ensures transparency by providing accurate updates to partners and donors, simplifies reporting (building trust and credibility), and informs future strategies with insights gained from tracking metrics.
All in all, automation simplifies and enhances the effectiveness of one-off matching gift programs by reducing administrative tasks, increasing donor engagement, and ensuring accuracy in tracking and reporting.
By automating one-off matching gift programs, nonprofits can focus on engaging donors and maximizing the program’s impact. These tools not only save time but also enhance the donor experience, paving the way for more successful campaigns in the future.
Final Thoughts & Further Reading
One-off matching gift programs provide a unique opportunity to boost fundraising efforts, attract new donors, and deepen connections with existing supporters. By timing your campaigns strategically, promoting the match effectively, and emphasizing the impact of the multiplied contributions, your nonprofit can fully harness the potential of these limited-edition programs.
The next time a corporate partner offers a one-off match, view it as more than a generous donation—see it as a chance to galvanize your donor base and achieve new fundraising milestones. With careful planning and execution, one-off matching gift programs can become a game-changing component of your nonprofit’s fundraising strategy.
Ready to learn more about matching gifts and beyond? Browse our list of recommended resources to continue growing your knowledge below:
Payroll Giving for Nonprofits: Leveraging Employee Support
/in Corporate Giving, Nonprofit Fundraising /by Getting AttentionPayroll giving is an increasingly popular effort that allows employees to contribute directly to charitable causes through automatic deductions from their paychecks. For nonprofits, this presents a unique opportunity to tap into the philanthropic spirit of companies’ employees.
Interested in discovering how your own nonprofit can do so? We’ll cover everything you need to know about payroll giving here.
This includes:
By leveraging employee support through payroll giving, organizations can drive meaningful change while simultaneously enriching the workplace culture. Read on to find out how.
What is Payroll Giving?
Payroll giving is a charitable contribution method that allows employees of participating companies to donate a portion of their salary directly to nonprofit organizations through automatic deductions from their paychecks on a regular basis.
This system simplifies the donation process, making it easy for employees to support causes they care about without needing to manage separate transactions or giving efforts. Meanwhile, organizations receive additional support and resources through the programs, allowing them to make a larger impact in their respective missions.
Typically, companies’ employees can choose how much they want to contribute and select the intended recipient from a list of approved charities or organizations. The donations are then collected by the employer and forwarded to the chosen nonprofits, often according to a monthly or quarterly structure.
What Are the Benefits of Payroll Giving for Nonprofits?
According to payroll giving statistics from Double the Donation, nearly 6 million U.S. employees donate through payroll giving programs. That’s more than $173 million each year, which is a big chunk of funding that can make a significant impact on nonprofits like yours.
Here’s how:
1. Payroll Giving Creates a Reliable Source of Income
Payroll giving provides nonprofits with consistent, recurring donations, enabling them to plan more effectively and allocate resources efficiently. This predictable income stream helps organizations sustain ongoing programs, fund new initiatives, and manage operational costs with greater stability.
With regular contributions arriving throughout the year, nonprofits can worry less about fluctuating funding and focus more on achieving their mission.
2. Payroll Giving Encourages Long-Term Donor Relationships
Payroll giving fosters a culture of sustained giving, as donors commit to contributing a portion of their salary on a regular basis. This long-term commitment builds deeper connections between donors and the causes they support, resulting in higher donor retention rates.
3. Payroll Giving Reduces Administrative Overhead
Since payroll donations are automatically deducted from an employee’s paycheck, nonprofits often face lower administrative burdens compared to processing individual one-time gifts. These automated systems reduce the need for extensive follow-up, data entry, or payment tracking, allowing nonprofits to allocate more resources to their programs and outreach efforts.
4. Payroll Giving Amplifies Donations Through Matching Programs
Many employers offer matching gift programs alongside payroll giving, doubling or even tripling the impact of employees’ contributions. For nonprofits, this means that every dollar donated through payroll giving has the potential to go even further, maximizing the overall impact of the program.
Promoting these matching opportunities encourages more employees to participate, creating a win-win for donors, companies, and nonprofits alike.
5. Payroll Giving Strengthens Corporate Partnerships
Payroll giving programs often serve as a bridge between nonprofits and corporate partners, enhancing collaboration and fostering goodwill. By supporting these initiatives, companies demonstrate their commitment to Corporate Social Responsibility (or CSR), while nonprofits gain valuable allies in spreading awareness and increasing their donor base.
These partnerships can lead to additional support, such as sponsorships, volunteer programs, or in-kind donations, too.
6. Payroll Giving Expands Donor Reach
Workplace giving programs introduce nonprofits to new audiences they might not otherwise reach. Employees who participate in payroll giving may not have previously donated but are motivated by the convenience and encouragement of their employer’s program. Over time, these individuals can even become passionate supporters and advocates for the nonprofit’s mission.
7. Payroll Giving Provides a Competitive Edge
For nonprofits seeking to stand out in the crowded fundraising landscape, payroll giving offers a unique advantage. The streamlined, hassle-free nature of these programs makes them appealing to donors and gives nonprofits an edge in retaining long-term support. Additionally, offering payroll giving as an option signals that the organization is innovative and aligned with modern fundraising and corporate partnership practices.
How Does Payroll Giving Benefit Companies + Employees?
Payroll giving programs also benefit both companies and employees in several meaningful ways, enhancing workplace culture, employee satisfaction, and community impact.
Here’s a breakdown of the benefits:
Benefits for Companies
Payroll giving demonstrates a company’s commitment to supporting communities and aligns with CSR initiatives, improving the company’s reputation and appeal to socially conscious stakeholders.
Employees value opportunities to contribute to causes they care about, and payroll giving programs make it easy. This boosts morale, engagement, and loyalty, reducing turnover rates.
By enabling employees to support local or global causes, companies foster stronger relationships with the community, creating goodwill and unleashing the potential for new partnerships.
Benefits for Employees
Payroll giving allows employees to donate directly from their paycheck, making the process seamless and eliminating the need for separate transactions.
Many companies offer matching gift programs that amplify employee donations, maximizing the impact of their contributions without additional cost to the employee.
Payroll donations are often pre-tax, reducing the taxable income for employees while ensuring their chosen charity receives the full donation amount.
Employees feel more connected to their company and their chosen causes, fostering a sense of pride and purpose in their work.
All in all, payroll giving creates a win-win scenario for companies and employees, building a positive workplace environment while driving significant social impact. It enhances personal fulfillment for employees and strengthens the company’s role as a community leader.
What Does the Payroll Giving Process Look Like?
The payroll giving process is designed to make charitable contributions simple, seamless, and impactful for both employees and employers.
Here’s a step-by-step breakdown of how it typically works:
1. Program Setup by Employer
If a company is interested in developing a payroll giving program, the first step is generally to select a payroll giving provider to facilitate and streamline the process. From there, it’s time to define policies and establish specific guidelines for the program. This should include employee and nonprofit eligibility, frequency of deductions, and whether they’ll offer matching gifts or other incentives.
Then, the company begins promoting the program and educating its workforce about the giving opportunity through onboarding, internal communications, and various promotional campaigns to maximize participation.
2. Employee Enrollment
Interested employees can then decide to enroll in the payroll giving program by selecting a charity they wish to support, generally from a list of registered organizations. Employees decide how much they want to contribute per paycheck, often with the option to set a fixed amount or a percentage of their salary.
This part of the process is typically done by completing a simple enrollment form or online process, authorizing the employer to automatically deduct the approved amount directly from the individual’s paychecks going forward.
3. Payroll Deductions
Once enrolled, the specified donation amount is automatically deducted from the employee’s paycheck, often pre-tax (though this can depend on local guidelines and regulations).
Deductions are generally reflected on employees’ pay stubs, providing a clear record for transparency and tax purposes.
4. Funds Distribution
Finally, donors’ employing companies—or their giving platforms—consolidate all employee donations. From there, funds are distributed to the selected nonprofits on a regular schedule (e.g., monthly or quarterly), ensuring timely delivery.
8 Companies Offering Payroll Giving Programs
For the best results, nonprofits should be familiar with companies offering payroll giving programs. After all, these initiatives will allow organizations to significantly enhance their fundraising strategies, as they provide a reliable source of funding through recurring, employer-sponsored donations.
While we can’t list them all, we have selected a few examples of well-known companies with payroll giving opportunities to spotlight below. These include:
Learn more about the company’s workplace giving programs here.
Learn more about the company’s workplace giving programs here.
Learn more about the company’s workplace giving programs here.
Learn more about the company’s workplace giving programs here.
Learn more about the company’s workplace giving programs here.
Learn more about the company’s workplace giving programs here.
Learn more about the company’s workplace giving programs here.
Learn more about the company’s workplace giving programs here.
Tips for Increasing Support Through Payroll Giving
Increasing support through payroll giving requires strategic planning and effective communication with your audience. Here are some best practices to enhance participation and engagement:
Pre-register for companies’ giving portals.
To maximize the potential of payroll giving, nonprofits should ensure their organization is listed and up-to-date in companies’ workplace giving portals. After all, many corporations use platforms like Benevity or CyberGrants to manage employee giving programs. By pre-registering, nonprofits make it easier for employees to select their organization and start donating.
Pre-registration reduces barriers for donors and ensures that employees can easily find and support your organization. It also demonstrates professionalism and preparedness, enhancing your credibility with both companies and their employees.
Focus on the benefits and impact of payroll giving.
Communicating the benefits and real-world impact of payroll giving is crucial for engaging potential donors. Therefore, it’s a good idea to highlight how payroll giving simplifies contributions and amplifies their impact, especially when paired with other programs, like matching gifts.
Share tangible examples of how payroll giving has transformed your programs, supported your beneficiaries, or helped achieve specific goals. Use metrics, photos, or videos to make the impact relatable and real. And don’t overlook the power of a donor story or testimonial, either.
Provide exclusive incentives for payroll giving donors.
Encouraging donors to commit to payroll giving can be easier when exclusive perks are offered. These types of incentives make donors feel valued and appreciated while fostering a sense of community among supporters.
Here are a few ideas you might consider:
Positive incentives create a positive feedback loop, where donors feel rewarded for their generosity, increasing their likelihood of staying committed to your organization long-term. Plus, it can be just what on-the-fence supporters need to make the first jump and enroll in the program!
See it in Action: Nonprofits Promoting Payroll Giving Well
Many nonprofits have established effective strategies for promoting payroll giving opportunities, showcasing innovative ways to engage employees and businesses alike. Here are a few examples of organizations that tend to excel in this area:
Water Aid
WaterAid is a global organization working to provide clean water, decent toilets, and good hygiene in developing countries. The nonprofit highlights payroll deduction gifts as a leading way for donors to make a difference, and it does so specifically with the Payroll Giving landing page below.
The organization’s FAQ section also calls out another form of workplace giving that often goes hand-in-hand with payroll giving: matching gifts. It even links to the nonprofit’s workplace giving database tool for donors to easily discover their eligibility for a match.
WWF
WWF, also known as the World Wildlife Fund, is an international conservation organization focused on preserving the world’s most vulnerable species and ecosystems. In order to drive support through payroll giving donations, WWF has established the following page dedicated to the programs:
The page also links to a video that further explains the payroll giving opportunity, empowering donors and companies alike to learn more and get involved with the programs. And they really focus on the tax benefits, too—driving the idea that a $5 monthly donation will cost no more than $4!
Save the Children
Save the Children is a global nonprofit organization dedicated to improving the lives of children through education, healthcare, emergency response, and advocacy. The organization is dedicated to making the most of workplace giving programs for its cause, which include payroll giving, matching gifts, and more.
One way that it does so is with the following landing page on its website:
Kawartha Lakes Food Source
Kawartha Lakes Food Source (or KLFS) is a not-for-profit distribution center supplying food and personal care items to member organizations in the City of Kawartha Lakes. As the organization aims to raise more through payroll giving programs, the team shared the following social media post to raise awareness:
This outlines the payroll giving opportunity and encourages donors to get in contact with their payroll departments to get set up.
Wrapping Up & Additional Resources
Payroll giving stands out as a powerful and efficient way for nonprofits to harness employee contributions and create a lasting impact on their causes. By facilitating effortless donations directly from supporters’ paychecks, organizations can build a reliable funding stream that supports their missions and programs.
Ultimately, payroll giving represents a win-win scenario. It enables employees to make meaningful contributions while empowering nonprofits to do more than ever before. By embracing this collaborative approach, both parties can work together to create positive change.
Interested in learning more about workplace giving opportunities and beyond? Check out these recommended resources to keep reading:
YouTube for Nonprofits: How To Get Started & Tell Your Story
/in Nonprofit Communications, Nonprofit Marketing, Nonprofit Tools /by Jessica KingNearly 90% of organizations use video for marketing, and 95% of video marketers see it as a vital part of their overall strategy. Of the marketing professionals who don’t use video marketing, 37% simply aren’t sure how to get started. If your nonprofit is part of that 37%, then a good place to start is understanding the most ubiquitous video hosting platform on the internet: YouTube.
Founded in 2005, YouTube is one of the most visited sites on the internet, second only to Google, YouTube’s parent company. While there are other options for publishing videos, most nonprofits rely on YouTube thanks to its large audience, intuitive interface, and nonprofit program. Previously called YouTube for Nonprofits, the YouTube Nonprofit program offers verified organizations exclusive tools and resources to empower impactful video creation.
To help you get started with the program, this guide will explore the basics of this marketing opportunity and how to make successful videos:
As you explore the YouTube Nonprofit Program, collaborate with your marketing team, particularly those experienced with video production and YouTube. Together, brainstorm video ideas and assess what level of production is feasible given your nonprofit’s resources. Once your nonprofit is approved and ready to start posting on YouTube, your marketing team can get straight to work supporting your digital awareness and fundraising campaigns with videos.
What is YouTube for Nonprofits?
The YouTube Nonprofit Program is Google’s program for nonprofits looking to fundraise and tell their stories on YouTube. Previously called YouTube for Nonprofits, the program allows organizations to tap into visual storytelling on the world’s most popular video-sharing site. The platform has 2.49 billion monthly users, empowering nonprofits to reach a global audience of donors, volunteers, and advocates with video storytelling.
While almost anyone can use YouTube to generate revenue after earning a certain number of subscribers, YouTube for Nonprofits gives 501(c)(3) organizations a head start with the following features:
Essentially, YouTube for Nonprofits allows organizations to create more effective videos and fundraise through the YouTube platform. To access the program, your organization must first sign up for a Google for Nonprofits account.
Benefits of Participating In The YouTube Nonprofit Program
When your messages are formatted as videos, viewers will retain 95% of your message, compared to just 10% when read in plain text. Videos make your stories, work, and impact much more memorable.
With YouTube, nonprofits have the perfect platform to leverage the power of video and connect with audiences on a deeper level. Let’s dive into the specific benefits of participating in the YouTube Nonprofit Program.
Educate Your Audience.
YouTube provides a powerful platform for your nonprofit to educate its target audience about your mission, goals, and the issues you aim to address. Through engaging videos, your organization can break down complex topics into digestible content, making it easier for viewers to understand and connect with your cause. Your educational videos might include explainer animations, expert interviews, or real-world stories, helping to raise awareness and foster empathy.
Promote Campaigns and Events.
YouTube is an ideal space to promote fundraising campaigns, advocacy initiatives, and upcoming events. Videos can be used to build excitement, showcase key details, and share testimonials or behind-the-scenes moments that encourage participation. Live streams empower your nonprofit to engage with its audience in real-time, creating a sense of community and immediacy around campaigns or events.
With tools like Link Anywhere Cards and Donate Buttons, your nonprofit can easily guide viewers to take meaningful actions, such as registering for events or donating.
Show Appreciation, Communicate Impact, and Build Your Community.
YouTube is an effective platform for building your online community and showing appreciation for their support. Encourage supporters to check out your nonprofit’s YouTube channel to better understand the impact of their contributions. Your channel might feature personalized thank-you messages, highlight success stories, or provide updates on how funds are used to further your mission.
Sharing these moments fosters trust and deepens the relationship between your nonprofit and its donors or volunteers. By showing tangible results, you’ll reinforce the value of support and encourage ongoing engagement with your cause.
As new supporters find your content, respond to their comments, engage them with polls using the community tab feature, and like positive and thoughtful comments to encourage engagement.
How to Set Up Your YouTube for Nonprofits Account
Joining YouTube for Nonprofits is relatively easy, especially if your nonprofit already has a Google for Nonprofits account and a YouTube channel. If you don’t, just follow these steps:
1. Request a Google for Nonprofits account.
Google for Nonprofits is a program that provides eligible charitable organizations with access to premium Google products and services, including Workspace, Ad Grants, Google Maps and Earth, and YouTube for Nonprofits. Here is a complete list of all products and features organizations using Google for Nonprofits can access:
If you have an account, simply sign in with your organization’s administrative account. If not, you’ll need to register for the program. To join Google for Nonprofits, first check if you meet the following eligibility requirements:
From there, request a Google for Nonprofits account. Just click “Get started,” and the system will walk you through the necessary steps. After that, their validation partner, Goodstack, may reach out to you if they have any questions or need additional documentation. Then, in 2-14 business days, you should receive verification.
Another Powerful Google Platform: Google Ad Grants
In addition to the YouTube Nonprofit Program, you’ll gain access to the Google Ad Grant application by applying to Google for Nonprofits. The Google Ad Grant provides $10,000 in the form of monthly credits that nonprofits can use to create Google Search Ads. These ads appear at the top of the search results page for relevant keywords, improving the chances that page visitors will see and click on the link.
Nonprofits can use Google Ad Grants to promote almost any goals they have, including:
Applying for the Google Ad Grant requires an additional step of ensuring that your website is considered high-quality, secure, and filled with valuable content. However, Google is the world’s most popular search engine, and ads can skyrocket your nonprofit’s website to the top search results. You can tap into a global network of supporters, so make sure to claim your free advertising dollars!
Know that Google Ads have a learning curve, but Google Ad Grant experts like those at Getting Attention can step in to make the most of this advertising opportunity. We’ll make sure you target the right keywords and have well-written ads that inspire your target audience to take action.
2. Create a YouTube channel.
To activate your account, you’ll need your YouTube channel ID. Here’s how to find your channel ID or create a channel for your nonprofit if it doesn’t already have one:
To change the channel associated with your YouTube Nonprofit Program account, log into Google for Nonprofits. Under YouTube Nonprofit Program, click Change channel ID. All features will be transferred to the new channel. This cannot be undone.
3. Sign in to Google for Nonprofits and click “Get Started.”
In your Google for Nonprofits account, click Get Started under YouTube Nonprofit Program. You’ll need to provide some information. Then, Google will review your request in 2-14 business days, so keep an eye on your inbox for an email confirming your account has been activated. You can then start using all of YouTube for Nonprofit’s features and creating powerful videos for your cause.
Creating Your Nonprofit’s YouTube Videos
Nonprofits interested in creating video content have two options: create videos internally or hire an external video production company. Some video production companies have specific services for nonprofits that may be more moderately priced. However, video production is still expensive, and many nonprofits may prefer to at least make shorter and less formal videos internally as part of their marketing efforts.
Whether your team makes videos or wants to be informed when working with a production company, here are a few tips about developing nonprofit videos:
Use the right equipment.
Like any type of digital marketing content, videos need the right software and equipment for effective results. Professional video production companies will likely use tools that are far more advanced than the average nonprofit’s needs. If you just want to make casual YouTube Shorts style content, a basic camera and free editing software may even satisfy your needs.
However, if you want to create slightly more complex videos, you’ll need to research video production equipment and weigh the costs against your marketing budget. At the very least, you’ll need:
For more specific information about different types of cameras, microphones, and other equipment, YouTube itself is full of videos that offer tutorials on everything from how to set up your lighting to the effect different types of camera lenses will have on your videos.
Aim to evoke emotion.
With its ability to showcase sounds and visuals together, video is an especially effective medium for conveying emotion. For example, nonprofit video production company Tectonic Video created this emotional video for Mutual Rescue, a nonprofit dedicated to helping animals find their forever homes:
Videos that get viewers to empathize with their cause are more likely to be shared and earn support. Your goal should be to create videos that supporters want to share with friends and family. Aim to create video content that’s relatable, relates to trending topics, or asks compelling questions.
In your nonprofit’s YouTube videos, consider how you can tell stories that encourage your audience to root for the subject of your story. Then, use music cues and footage to evoke emotions that will make supporters want to take action.
Define your visual identity.
Building a following on YouTube requires building a brand. Do you want viewers to think of your organization as inspirational? Relatable and familiar? Cutting-edge and professional? Think about your current brand identity and how you can translate it into video.
For example, one nonprofit might choose to feature only footage of their beneficiaries, rather than their staff and volunteers, to highlight their commitment to elevating and empowering those they serve. In contrast, another organization might use an animated style to simplify complex concepts—such as water cycles—or to make less appealing subjects—like insects—more engaging.
Additionally, be sure to include your organization’s name and logo in your video so that, if it’s shared on another site, viewers can easily trace it back to your nonprofit.
Consistently post to your nonprofit’s YouTube channel.
One of YouTube’s biggest strengths is its ability to help video creators build sustainable communities. To cultivate a support base, establish a consistent posting schedule, and ensure your nonprofit’s videos always have a cohesive brand identity and cover topics your supporters are interested in. How often you post is up to you, but aim for at least once a week when getting started.
Consistently creating video content can lead to burnout, though. Ensure you set a sustainable pace for your team and help them come up with new ideas to make sure you always have fresh content.
Then, make your YouTube videos discoverable by sharing them on your nonprofit’s Facebook and Instagram pages. By maintaining a steady posting schedule and sharing your videos across social platforms, you can keep your audience engaged while steadily growing your nonprofit’s presence on YouTube.
Create clear calls-to-action for each YouTube video.
After watching your video, what action do you want your supporters to take? On YouTube, it’s become a cliche for videos to begin by asking viewers to “Like, comment, and subscribe,” and nonprofits have even more actions they might request for supporters, such as sharing, donating, or volunteering.
However, asking viewers to take multiple actions, especially if they’re listed quickly in a row, can easily become white noise. For viewers who watch a lot of online content, ignoring multiple calls to action can become a habit. Ensure your calls to action stand out by asking supporters to take just one specific action in your YouTube videos.
When creating your videos, consider how they fit into your overall marketing strategy. For example, for a video that tells an emotional story, you might ask supporters to donate. Or, you might create educational videos for an awareness campaign and ask viewers to like and share them, which boosts engagement and increases the likelihood that they will be recommended to others.
Launch Your Nonprofit’s YouTube Channel
Whether you just need a platform to host video content or are looking to build an entirely new following, a nonprofit YouTube channel is a powerful addition to your marketing strategy. Start sharing inspiring content and connecting with supporters through video.
Of course, video is just one part of your marketing strategy. Other strategies, such as email and paid advertising, are instrumental in amplifying your videos to your target audience. As you get started with the YouTube Nonprofit Program, explore these free resources about digital marketing:
What to Know About Corporate Giving and the Google Ad Grant
/in Nonprofit Communications /by Jessica KingCorporate giving comes in a variety of forms, from sponsorships and direct monetary donations to scholarships and grant programs. One unique corporate giving program is the Google Ad Grant, which provides nonprofits with the resources to market their cause online. Few corporate giving programs are similar to the Google Ad Grant.
Nonprofits interested in tapping into the resources provided through corporate giving initiatives may be curious about how the Google Ad Grant fits into their strategy. To help kick off your nonprofit’s research, this guide will answer a few essential questions about corporate giving and that Google Ad Grant, including:
Navigating the Google Ad Grant and corporate giving relationships in general can be a challenge. If your nonprofit needs additional guidance or assistance choosing which corporate philanthropy programs to pursue, consider working with a consultant.
What is corporate giving?
Corporate giving is a form of corporate philanthropy wherein for-profit organizations give resources to nonprofits. These resources are usually monetary donations, but they can take other forms, such as:
To get a sense of how widespread corporate giving is, check out these statistics:
Essentially, these numbers show that consumers and corporations agree: the more corporations participate in corporate giving, the better.
How does the Google Ad Grant relate to corporate giving?
The Google Ad Grant provides marketing resources to nonprofits. While these resources may not directly benefit nonprofits’ programming, they take pressure off of nonprofits’ budgets, allowing them to allocate more resources to their initiatives.
Plus, by giving nonprofits the resources they need to reach more supporters, Google can help them increase donations and spread awareness to a wider audience. Strategic nonprofits can use the $10,000 in ad credits Google provides and receive tens of thousands in donations from supporters they connected with through the grant program.
Why does Google partake in corporate giving?
Many corporations use corporate giving as an opportunity to promote their products and services. However, Google is a globally known company that controls over 85% of the search engine market. That means it likely won’t benefit from a few nonprofits telling their supporters to use Google. Regardless, Google still hosts multiple corporate giving programs. While few companies’ leadership will outright state why they give to charitable causes, there are several common reasons most companies, including Google, participate in corporate giving. These include:
Outside of these general reasons, most businesses attempt to be more specific with why they give and what causes they support. Many businesses have stated philanthropic values that focus on a specific issue related to their products or services, such as supporting the arts, helping low-income schools, or fighting food insecurity.
As a worldwide company, Google supports an array of nonprofits through the Google Ad Grant, exempting only government organizations and establishing a separate ad grant program for educational institutions. Outside of the Google Ad Grant, Google focuses its philanthropic efforts on causes related to technology, skill development, and education, which makes logical sense from a technology-based company.
What corporate giving programs from Google can my nonprofit benefit from?
Google offers multiple corporate giving programs with which different types of nonprofits can engage. Determine your nonprofit’s needs, whether they are related to marketing, finances, or finding skilled volunteers. When you know what your nonprofit hopes to gain from corporate giving programs, finding organizations that provide the services you need will be much easier. Nonprofits looking to Google for assistance can take advantage of the following corporate philanthropy programs:
Google Ad Grant
What is the Google Ad Grant?
The Google Ad Grant is an advertising grant Google provides nonprofits, allowing them to market their websites on Google Search for free. Essentially, Google provides nonprofits with monthly ad credits they can use to bid on keywords related to their cause. When the nonprofit wins a bid, its ad will be shown to users searching their target keywords. Nonprofits can use the Google Ad Grant to promote a variety of projects, including:
The Google Ad Grant also allows nonprofits to market multiple projects in an organized manner. For each project, nonprofits create an ad campaign. For example, a nonprofit might create an ad campaign to recruit volunteers in their area. In the ad campaign “volunteer recruitment,” there are multiple ad groups that focus on different keywords related to the main topic. In this example, these might be “volunteer opportunities near me,” “X [nonprofit type] volunteer opportunities,” and “group volunteer opportunities.”
For each of these groups, the nonprofit then creates multiple ads. In the “volunteer opportunities near me” group, the nonprofit might create one ad about how its volunteer positions can make a difference in their community and a second ad focusing on how the opportunity benefits the volunteer to attract as wide an audience as possible.
How can my nonprofit access the Google Ad Grant?
Nonprofits can apply for the Google Ad Grant by following these five steps:
If you need assistance at any step of the application process or help later on managing your Google Ad Grant account, consider partnering with a Google Ad Grant agency. Google Ad Grant agencies have up-to-date knowledge of Google’s latest policies as well as experience with the types of ad campaign strategies that tend to find success.
Matching Gifts
What are matching gifts?
Matching gifts are a corporate giving program wherein corporations make donations to the same nonprofit organizations their employees support. Essentially, if an employee gives $50 to a nonprofit, they can fill out a matching gift application form with their employer, and then the employer will also donate $50. Thousands of companies offer matching gift programs, including a select number officially designated as Certified Leaders in Matching Automation (CLMA-certified). That means more and more programs are offering matching gift auto-submission, making it increasingly easy for donors to get involved.
Most organizations with matching gift programs, like Google, match donations at a 1:1 ratio, but some at a 2:1 or even 3:1 rate.
How can my nonprofit access the Google matching gifts?
Your donors who work at Google can fill out matching gift requests to double the donations they make to your nonprofit. In addition to their matching rate, Google has a few other restrictions employees should consider as well, such as:
Each organization has its own rules and regulations for matching gifts. You can help your supporters learn more about their employers’ specific matching requirements by using a matching gift database. Matching gift databases allow users to search their employers’ name and be paired with their matching gift application form.
Google.org
What is Google.org?
Google.org is Google’s grant program for nonprofits. In contrast to the Google Ad Grant, Google.org operates similarly to other grant foundations. Google.org provides nonprofits with funds to advance projects related to their core areas, which include:
Additionally, while Google funds causes around the globe, they focus on U.S.-based initiatives, given their operations as a company located in the United States.
How can my nonprofit get involved with Google.org?
Google.org has the following four-phase process for nonprofits and other groups interested in applying for the grant:
Essentially, the key to winning the Google.org grant is the same as for any other grant: writing an effective grant proposal that differentiates your organization, aligns with the funders’ philanthropic goals, and demonstrates the potential to significantly impact social good.
Are there corporate giving programs similar to the Google Ad Grant?
The Google Ad Grant is fairly unique in that few other organizations own major search engines they can provide nonprofits advertising space on. The only other organization to offer a similar corporate giving program is Microsoft with the Microsoft Ad Grant.
While the Microsoft Ad Grant is currently paused following the launch of its pilot program, it functions similarly to the Google Ad Grant, and interested nonprofits will follow roughly the same application process. The details of this process are subject to change when the program is relaunched, however, so be sure to follow updates closely.
Outside of grants provided directly by Google and Microsoft, nonprofits can also look to marketing grant opportunities. Few grant programs offer funding specifically for marketing, but nonprofits can look for grants that provide unrestricted grant awards.
While most grant awards must be spent on specific proposed projects, unrestricted grants provide funding that can be spent on operating expenses like marketing. Regularly check top grant databases like GuideStar and Grants.gov for new grant opportunities that might align with your nonprofit’s cause and goals.
Additional Resources
Corporate giving is an underutilized resource for nonprofits, and the Google Ad Grant is an effective and unique way nonprofits can take advantage of corporate philanthropy programs. Of course, before jumping into the Google Ad Grant application process, nonprofits still need to familiarize themselves with a few essentials. Get started with these resources before taping into this corporate giving opportunity:
4 Best Practices for Collecting Key Recruitment Data
/in Nonprofit Communications /by Jessica KingBetween managing fundraising campaigns, donor relationships, volunteers, and employee recruitment, life as a nonprofit professional can feel like an overwhelming juggling act. You need every asset at your disposal to pull off your act without dropping anything—which is why data, as a straightforward and actionable resource, is so important.
Leveraging data-driven insights is especially crucial when recruiting—after all, new team members can make or break your nonprofit’s long-term success. In this guide, we’ll explore how to collect recruitment data effectively and use it to take your organization to new heights.
1. Identify and Track Important Data Points
It can be easy to get bogged down by excessive data from many sources. However, you can cut through the confusion by establishing focus metrics at the beginning of the data collection and review process. Lever’s guide to talent acquisition metrics suggests looking at the following data points:
When choosing your focus recruitment metrics, ensure you understand how best to collect the data. For instance, you can calculate a position’s offer acceptance rate immediately by using quantitative data. However, quality of hire requires qualitative feedback from managers and takes longer to collect.
2. Use Recruitment-Focused Technology
Using purpose-built recruitment solutions is ideal for making your operations more efficient. Still, it isn’t often feasible for nonprofits with strict budgets, especially as many solutions in the space are built for larger organizations. However, JazzHR suggests that nonprofits of all sizes leverage solutions tailor-made for small organizations.
At the highest level, you can use an applicant tracking system (ATS) made for small businesses and nonprofits. An ATS allows you to manage every aspect of your recruitment process, from sourcing candidates to scheduling interviews to securing offers. It’s a great investment for nonprofits that want to gain an edge over businesses and other organizations using similar talent pools.
If you aren’t ready for an end-to-end recruiting solution, take it a step lower and use a standalone recruiting tool. These solutions are more general than an ATS and manage smaller parts of the hiring process, such as interview scheduling, marketing, or candidate communications.
3. Ensure Recruitment Data Accuracy
For your recruitment data to be useful, it must be completely accurate. However, effectively maintaining your database is easier said than done. Follow these easy data hygiene tips to keep the information you need clean and useful:
4. Maintain Privacy Compliance
Just like the data in your CRM, recruitment data inherently contains personal information that your nonprofit must protect. A whopping 92% of Americans are concerned about their online privacy, and protecting private data helps you maintain a stellar employer brand and candidate trust. Plus, some regulations hold more serious penalties, so you’ll avoid any negative outcomes by adhering to them. Keep these tips in mind to help manage data correctly:
Even if you aren’t actively hiring, you should always collect recruitment data and maintain its quality. After all, roles can open up unexpectedly, so you must be prepared for any situation. During slow hiring periods, brush up on current nonprofit recruitment trends and revisit your strategy. Then, when the time comes, you’ll be able to attract the best talent to help you effectively manage your juggling act.
Google Analytics for Nonprofits: Tracking Web Performance
/in Nonprofit Marketing, Nonprofit Tools /by Jessica KingEvery visit to your nonprofit’s website is an opportunity to drive donations, volunteerism, or advocacy. But are you making the most of these interactions?
Google Analytics offers nonprofits a powerful way to track website performance. With Google Analytics, you can analyze visitor behavior, track fundraising efforts, and identify improvement opportunities.
Whether you’re looking to boost volunteer registrations or monitor donation trends, this guide will walk through everything you need to know about Google Analytics for nonprofits:
When it comes to optimizing your online presence, guesswork doesn’t cut it. Your nonprofit needs data to make informed decisions. Let’s explore how to use Google Analytics to get the data needed to fuel your mission.
Overview of Google Analytics for Nonprofits
What is Google Analytics?
Google Analytics is a web analytics tool that provides data about website performance, user behavior, and the effectiveness of online campaigns. This information enables nonprofits to understand how supporters engage with their websites, outreach, and fundraising efforts.
By leveraging Google Analytics, nonprofits can make data-driven decisions to optimize their online presence and ensure campaigns engage donors, volunteers, and other stakeholders. The key benefits of leveraging Google Analytics for nonprofits include:
With Google Analytics, nonprofits can ensure every effort aligns with their mission and drives greater impact. Plus, it’s free to use!
Universal Analytics vs. Google Analytics 4
Google Analytics 4 (GA4) is the latest version of Google Analytics, replacing Universal Analytics (UA). While UA was optimized for tracking website sessions and pageviews, GA4 is a more flexible, event-based model designed for modern cross-platform measurement.
Here are the key differences between UA and GA4:
Essentially, when compared to UA, GA4 provides better cross-platform tracking, more flexibility in event tracking, and privacy compliance tools. This enables your nonprofit to better understand user behavior and optimize its web presence.
As Google sunsetted Universal Analytics in 2023, all organizations must migrate to GA4 to continue tracking performance.
Key Terms and Metrics to Know
As you start using Google Analytics, make sure your nonprofit’s marketing team understands these key terms:
Conversions and Goals
Sessions and Interactions
Traffic and Attribution
Event-Based Tracking
Getting Started With Google Analytics for Nonprofits
To create a Google Analytics account for your nonprofit, go to the Google Analytics website, sign in with your Google account, and follow the prompts. The GA4 Setup Assistant will walk you through the configuration process, including creating your first property, selecting the appropriate settings, and generating a tracking ID to integrate with your website or platform.
Integrating Google Analytics With Your Site and Donation Platform
To track website activity, create a new Property in your nonprofit’s Google Analytics account. Follow the Google Analytics Setup Guide for additional help. Once complete, add the tracking ID or code snippet it gives you to your website builder, CMS, specific web pages, or Google Tag Manager.
Luckily, many nonprofit website builders and donation platforms have native integrations with Google Analytics, including HubSpot, Squarespace, WordPress, Wix, Bloomerang, Classy, Donately, Donorbox, and more! If you use these platforms, you can add the tracking ID without modifying the code directly.
If your CMS or donation platform doesn’t have an integration, work with your web developer to add the code to key pages, such as donation forms and thank-you pages.
Linking Your Google Ad Grants Account to Google Analytics
If your nonprofit uses the Google Ad Grant, you can link your Google Analytics account to it. When creating your Google Analytics account, use a Google Account with administrative access to your Google Ad Grants account.
You can also link your accounts later by logging into Analytics and clicking Admin -> Google Ads link (under Product links) -> Link -> Choose Google Ads accounts (indicate the Google Ads accounts you want to link) -> Confirm -> Next. From this menu, ensure Enable Personalized Advertising is on and expand Enable Auto-Tagging (optional). Then, hit Next -> Submit.
If you haven’t completed the Ad Grant application process, do that before linking the account to Google Analytics.
Linking your accounts will help you track the full customer lifecycle. You’ll understand how people interact with your ad campaigns and what drives them to take meaningful actions like donating or registering for events. Using Google Analytics and Google Ads together provides insights into which ads and mission-related keywords drive engagement so your nonprofit can optimize its ads and allocate its budget effectively.
Tracking User Behavior and Setting Goals for Success
Understanding where users come from and how they interact with your site allows your nonprofit to map user journeys and make informed decisions to boost engagement.
Remember, Goals are specific actions or interactions you want to track. They align with your nonprofit’s objectives, whether that’s driving donations, increasing volunteer engagement, or spreading awareness.
In Google Analytics, every goal corresponds to a conversion event, but traditional goal types fall into these four categories:
You can use these goal types to track meaningful actions aligned with your nonprofit’s mission. Here are some examples:
If your nonprofit uses Google Ads, note that ad-specific conversion goals differ slightly. These can include purchases or donations, sign-ups (like for newsletters or memberships), leads (like information downloads or clicks to call), or key page views (like time spent on the site or multiple pages viewed). You can find more details in our Google Grant rules guide.
Example: Creating a Funnel to Measure Volunteer Registration
Creating a Funnel in GA4 helps you visualize steps users take to complete a specific action, like registering to volunteer. A Funnel for this process might include these stages:
By analyzing where users drop off, you can adjust the process to reduce friction and boost sign-ups. For example, if many users fail to submit the registration form, consider simplifying the form or offering guidance throughout the process.
Navigating Your Nonprofit’s Google Analytics Dashboard
The Google Analytics dashboard provides nonprofits with a clear picture of how users interact with their websites in real-time and over time. Understanding these metrics enables you to track site performance, monitor user behavior, and identify areas to improve supporter engagement.
Here are two tabs within your dashboard to pay attention to:
Audience Overview
This section helps nonprofits understand where users are coming from (geographic locations, traffic sources) and their behavior on the site. It provides insight into new vs. returning users, demographics, and devices used. Custom reports can be created to track audience behavior over time, helping nonprofits tailor their campaigns and optimize user engagement.
Realtime Overview
The Realtime tab offers insights into active users on your site at any given moment and highlights which pages and campaigns are performing well.
By leveraging the right information from your Google Analytics dashboard, your nonprofit can gain valuable insights for your outreach efforts and website performance.
Tracking Emails and Donations With Google Analytics
Google Analytics makes it easy to track multiple campaigns’ performances, including your emails and eCommerce.
Tips for Tracking Email Campaigns
Nonprofit emails generate around 28% of all online fundraising revenue. To keep your email revenue high, integrate Google Analytics with your nonprofit’s email campaigns.
Using tagged links, such as UTM parameters, allows you to monitor the source, campaign, and type of engagement generated by each email. Let’s say you want to use the link yournonprofit.org/volunteer. Your tagged link might look like this:
Additionally, integrating your email campaigns with Google Analytics allows you to connect data from your email marketing platform—such as open rate, bounce rate, unsubscribe rate, and click-through rate—with website engagement metrics, giving a complete view of campaign performance.
Tips for Tracking eCommerce
eCommerce reports in Google Analytics provide valuable insights into donation trends and supporter behavior.
Drive revenue by monitoring transaction information, average donation value, and time to donate. Within this report, you might notice that people consistently donate larger amounts at a specific time or day of the week. That way, you can schedule appeals for peak response times.
Other Google Products to Boost Nonprofit Efforts
Beyond Google Analytics, Google offers plenty of tools to amplify your cause. They even have a program called Google for Nonprofits. The program gives nonprofits free access to Workspace, special YouTube tools, Earth and Maps, and the Google Ad Grant application.
Use these Google Products to enhance your online presence:
Beyond these tools, explore any other Google Analytics integrations available for your nonprofit’s existing tools. Look at your donation, marketing, volunteer, and event tools to find integration opportunities.
Resources To Enhance Your Online Presence
Google Analytics gives nonprofits the necessary insights to understand supporter behavior, optimize campaigns, and measure real-world impact. When used strategically, it becomes a powerful tool for nonprofits to uncover hidden opportunities, refine messaging, and make data-driven decisions.
As you improve your online presence, check out these resources: