In this article, explore strategies for boosting your nonprofit's year-end fundraising success and help you achieve your goals.

5 Strategies for Achieving Year-End Fundraising Success

Navigating the complexities of year-end fundraising can be a daunting task. With approximately a quarter of your revenue for the entire year at stake, it’s crucial to have a well-defined plan in place to maximize your organization’s fundraising potential.

In this guide, we’ll explore five best practices for achieving year-end fundraising success. Whether you’re looking to establish new fundraising strategies or revamp your existing ones, these insights will help you secure the funding you need to further your mission.

1. Analyze your data from last year.

Analyze past fundraising data stored in your organization’s database. Use this information to determine what your organization does well and where you have opportunities for improvement.

For example, if a significant portion of your supporters RSVP’d for your virtual event and gave a donation on top of their registration fee, you should continue this activity as part of your year-end campaign. However, you may also find that your email open rate is lower than expected, meaning there’s an opportunity to optimize your email marketing strategies.

Keep these discoveries in mind as you construct your year-end plan.

2.  Make a plan to start early.

Year-end fundraising isn’t just about November and December. In fact, many nonprofits start their planning in late summer, as this allows them to prepare far in advance of the busiest months of the year.

As approaches, create a plan that accounts for:

  • Your Giving Tuesday campaign. Giving Tuesday is the first Tuesday after Thanksgiving and will likely be one of your most successful donation days of the year. Make sure you’re prepared for the day by rolling out a marketing plan several weeks ahead of time on your social media accounts, your website, and your email newsletter.
  • Holiday considerations for your supporters. Lean into the holiday cheer by emphasizing the idea of the “season of giving” and focus your messaging and communication materials on this idea. Offer supporters the ability to donate on behalf of their friends and family or send seasonal greeting cards in exchange for a donation.
  • The last few days of the year when fundraising is most lucrative. Plan your biggest communications push for the last few days of the year when donors have their last chance to make a tax-deductible gift. Work closely with your matching gift officers to arrange phone calls and in-person meetings with major donors to secure their support, as these are the donors most receptive to tax deduction incentives.

If your nonprofit finds itself starting the planning process later than ideal, immediately prioritize key tasks to maximize its success. Firstly, it should conduct a thorough assessment of its current resources, including staff, volunteers, and existing donor relationships. This will help identify any gaps that need to be filled and provide a clear understanding of the organization’s strengths and limitations

3. Prepare your communications.

Effective communication is key to engaging donors and inspiring them to support your cause. To prepare your communications for a successful year-end fundraising season, you should:

  • Segment your audience. Segmenting your audience based on their giving history, interests, and engagement level can help you tailor your communications to their specific needs and preferences. Send targeted messages to each supporter segment to increase the relevance and effectiveness of your communications.
  • Craft compelling stories. Use storytelling techniques to spark emotional connections with your donors. Share impactful stories that highlight the impact of your organization’s work, demonstrate the importance of donors’ support, and create a sense of urgency to encourage them to act quickly. Engaging narratives can inspire donors to give and help them understand the value of their contributions.
  • Create a multi-channel approach. Utilize multiple communication channels, such as email, social media, direct mail, and phone calls, to reach donors through their preferred platforms. Be consistent in your messaging to reinforce your campaign’s key messaging across channels.

In the months ahead of the year-end season, consider revamping your brand guidelines to differentiate yourself from other organizations and highlight your unique value proposition. Gather feedback from donors, staff, and other stakeholders to gain insights into how the brand is perceived and what changes may be necessary, such as refining your messaging or updating certain graphic design elements.

4. Look for new revenue sources.

For the new year, consider diversifying your revenue sources to increase your nonprofit’s sustainability. For instance, in addition to your current year-end fundraising plans, you might try:

  • Incorporating matching gifts and volunteer grants. Corporate matching gifts are opportunities for companies to match contributions that their employees make to nonprofit organizations. Volunteer grants work in a similar way—companies reward a nonprofit with a donation once an employee volunteers a specified number of hours with that nonprofit. Encourage your supporters to investigate if their companies already have these programs or are interested in starting them.
  • Launching a peer-to-peer fundraising campaign. In a peer-to-peer fundraising campaign, individuals raise money on behalf of your nonprofit by reaching out to their personal networks and encouraging them to donate. Creating a rolling peer-to-peer campaign, which supporters can join at their own discretion, provides an additional source of revenue your staff can be more hands-off with than you would other fundraisers.
  • Seeking grants for specific projects. Take this opportunity to revamp your grant-writing strategy by identifying certain projects that would benefit from grant funding. Follow effective grant-writing best practices, such as creating a unique proposal for each application, explaining how your project aligns with the funder’s mission statement, and emphasizing your project’s impact, effectiveness, and sustainability.

Expanding your funding sources can help you discover areas of untapped fundraising potential. Additionally, if one fundraising source ever falls short, you have multiple other revenue streams that can pick up the slack.

5. Prepare your technology stack.

A well-prepared technology stack can significantly streamline and improve your fundraising efforts. With the right tools, you can send personalized messages, track engagement, and leverage automation to nurture donor relationships, helping you raise more funds.

Depending on your goals, you can benefit from investing in new technology or upgrading your existing tools ahead of the year-end season. These new platforms may include:

  • Customer Relationship Management (CRM) system: Partner with a CRM provider known for platforms with robust reporting capabilities, like Blackbaud or Salesforce. These systems will enable you to better track the success of your year-end fundraising campaign. Analyze your year-over-year fundraising performance as a whole, as well as granular data, such as if mid-level donors sustained or increased their annual donations.
  • Online fundraising platform: Invest in a user-friendly online fundraising platform that facilitates easy and secure donation processing. Look for features like customizable donation forms and recurring giving options that will streamline the donation process for supporters and help you track contributions effectively. Ensure your fundraising platforms integrate with your CRM to capture donor data effectively.
  • Text-to-give solutions: Text-to-give platforms accommodate donors who prefer to give via their mobile devices. The platform should be straightforward for donors to use, supporting quick and simple mobile giving.
  • Email marketing software: Enhance your email marketing efforts with dedicated email marketing software. Select a solution that includes email automation, segmentation, A/B testing, analytics, and an integration with your CRM. Personalized and targeted email campaigns can be especially effective during the year-end fundraising season.

If you need assistance throughout this process, consider working with a nonprofit technology consultant. An expert can decide whether or not you need an entirely new system or an upgrade and provide guidance on how to leverage your technology to meet your goals.


By following these recommendations, you can get a jump start on your year-end fundraising plans. Although the end of the year might seem far off, it’s never too early to create a game plan for your year-end strategy and make sure you’re maximizing the fundraising opportunities available to you.

In this blog post, you’ll learn some tips for how to improve internal communication at your nonprofit.

5 Tips to Improve Internal Communication At Your Nonprofit

In any kind of workplace, how you communicate internally affects your outputs. This is true whether you’re an advertising agency preparing a pitch for a prospective client, a restaurant getting ready for dinner service, or even a rock band rehearsing for a concert. 

The same principle applies to nonprofits. To succeed in serving your community, your team members must know how to effectively communicate with one another. Effective communication has a trickle-down effect, enhancing how you fundraise, run your programming, and make progress on large-scale projects. It’s also critical for running a workplace where people enjoy their jobs and want to stay for the long term

To help you improve internal communication at your nonprofit, we’ve put together this quick guide consisting of five practical tips. If you’re ready to level up how your team works together, this post is for you! Let’s get started. 

 

1. Equip your employees with the right communication tools.

Great communication starts with the right tools, especially in an age of flexible work arrangements, where some employees may be working from an office and others may work from home. 

To connect all the dots and keep information flowing through your organization, consider using these tools: 

  • Specific email guidelines. Your nonprofit probably already relies heavily on email as an internal communication channel, but you could likely make emailing more efficient and effective. Create guidelines that outline email expectations, like when it’s appropriate to cc or bcc a coworker or when employees should avoid selecting “reply all” to team-wide emails. 
  • An intranet or internal website. A secure, internal intranet or website creates a place to store all documents, policies, and information that your employees need to succeed in their roles. 
  • Instant messaging or chatting apps. Tools like Slack or Google Hangouts Chat can instantly put one team member in touch with another. For instance, say one of your employees is getting ready to submit your Google Ad Grant application, but has one last question for your team. Instead of typing out a full email or calling on the phone, they quickly send out their question and get a response within minutes or even seconds. 
  • A video conferencing tool. Depending on what the format of your workplace looks like, you may need to take meetings with your team members remotely. A tool like Zoom or Microsoft Teams makes it easy to host meetings, chat with fellow participants, and record it all to refer to later. 
  • Document sharing and other collaboration tools. Sometimes your team will work on projects where more than one person will need to be completing tasks in a document or slide deck at the same time. That’s where a collaborative workspace tool like Google Workspace or Microsoft Teams comes in handy. 
  • An integrated CRM system. Any new digital or web-based communication tools your organization uses should ideally integrate with your central database or CRM. A steady flow of data about both your internal operations and donors will give your team a broader and more useful view of the organization as a whole. 
  • Project management software. If your nonprofit is looking for a better way to manage deliverables and communicate where a deliverable is in the process of being created, you’ll benefit from using project management software like Trello, Monday, or Asana. 
  • Surveys. Wondering how your employees feel about a new policy or project? Go ahead and simply ask! A survey tool like Google Forms or SurveyMonkey can empower you to quickly send out open-ended questions and get thoughtful responses. 

As with email, any tool you decide to use for internal communications should be introduced along with guidelines for its appropriate use. This will help ensure your tools help rather than hinder internal communication and encourage a healthy workflow at your organization.

2. Be transparent about compensation. 

Let’s now get into how to communicate about a big topic that is intimidating for many employers: compensation. Compensation, how your organization pays and rewards employees for their work, plays a major role in determining the overall tone of your internal culture. However, this doesn’t simply mean employees are only happier and more engaged when they’re paid higher salaries. 

As you’re well aware, the topic of nonprofit salaries is particularly complex and sometimes controversial. Generally speaking, nonprofits experience much tighter or more inflexible budgets than for-profit businesses of similar sizes, which is why Astron Solutions recommends you take a total rewards approach to compensation. This means taking into account both direct and indirect forms of compensation.

Direct Compensation

Organizations of all types tend to avoid talking very openly about direct compensation. Employees are rarely aware of exactly why they or their coworkers are paid what they’re paid. This can lead to a lot of easily avoidable confusion, secrecy, and feelings of dissatisfaction. 

However, new pay transparency laws are becoming more ubiquitous throughout the U.S., requiring employers to be more forthright with their employees and job candidates about compensation. 

Whether or not your state or local government has yet to pass a pay transparency law, it’s a general best practice to take an open approach to communicating about compensation with your employees. On a one-on-one basis, each employee should clearly understand why they’re paid their particular salary. 

Especially for nonprofits that can’t afford to offer extremely competitive salaries for all staff members, you can foster a more engaged, satisfying work culture by taking an open, realistic approach to direct compensation and paying close attention to the quality of your indirect compensation.

Indirect Compensation

While direct compensation refers to salaries, indirect compensation includes elements like:

  • Benefits, like healthcare, PTO, and retirement savings
  • Your performance management styles
  • How you recognize achievements
  • The work-life balance you promote
  • The quality of your internal culture 

By including culture (which is greatly determined by an organization’s approach to internal communication) as an element of indirect compensation, nonprofits can more accurately examine their compensation strategies and then take a more flexible approach to adjust them. 

This is particularly important when you consider that it’s elements of indirect compensation that tend to be the most important factors in your employee retention rate. Indirect compensation is an integral part of why employees stay engaged with their work. Understanding that will help you better develop strategies for improving it (like streamlining internal communication) and help you recognize when you’re falling short.

3. Prioritize transparency and engagement in general.

Most managers of teams understand the value of transparency, but it can be easy to let this priority fall by the wayside under the stresses of day-to-day operations. 

Just as you develop stewardship plans to grow your donors’ investment in your cause, you can easily take steps to do the same for your employees. More transparent communication and big-picture views of your operations are great ways to start. 

As a nonprofit grows and new processes and policies are built out, not every member of your team will have as much insight into their coworker’s tasks or the priorities of other departments as they once did. In your internal communications and announcements, think carefully about whether you have a good reason not to share particular updates or information. 

Many managers worry that sharing too much information about ongoing activities across the organization will be distracting for team members and derail focus. However, increasing transparency around new strategies and updates can significantly increase employee engagement

This is because team members will be more understanding of changes and feel more invested in new developments when they can contextualize why your organization is making certain decisions or prioritizing certain projects. 

Another strategy you might consider is expanding your training or onboarding process to include overview presentations or shadowing in different departments. Siloing staff members into very specific roles without giving them the chance to see how their work contributes to the bigger picture can contribute to burnout or low engagement. 

4. Share internal knowledge and documentation freely.

Organizational history and process documentation can be invaluable resources for your staff as they make day-to-day decisions and contribute to your nonprofit’s growth. 

However, internal knowledge and documentation might be intentionally kept secret. This is typically more common in for-profit businesses than in nonprofits, but you should still avoid this practice in general. (Of course, legal and privacy concerns should always be taken into account.) 

If you have no pressing reason to limit the visibility of certain information or documents, though, you should make sure employees can easily access and benefit from resources like: 

  • Your employee handbook
  • The employee’s job description, contract (as applicable), performance evaluations, and benefits information
  • Organizational policies and bylaws 
  • Training and educational materials
  • Board meeting materials
  • Financial reports and grant and funding details
  • Your strategic plan
  • Program descriptions
  • Project plans and timelines 
  • Meetings minutes and agendas 
  • Brand and style guide 
  • Updated employee directory 

Remember, as mentioned above, an intranet or internal website can be an excellent place to store these resources securely. 

Opening up your store of internal knowledge for employees whenever possible is a best practice for any organization. Not only does it communicate trust, but it also increases employee engagement by letting your team know that they’re a valuable part of your organization’s ongoing story.

5. Connect internal goals to your mission and communicate them.

As a nonprofit, you have the benefit of being fully guided by your mission, not necessarily by market forces or competing organizations. Chances are your team members have all pursued work in the nonprofit space because they feel personally compelled to contribute to the social good. They’ve all been drawn to your mission in one way or another. 

Fostering that sense of mission buy-in is critical for your organization. 

Your internal communication style can support mission buy-in by simply being more direct. Whenever you’re sharing updates about a new goal or development, think about how it ties into your mission, and then explain how they’re related. When fully tied into your driving mission, even unexciting internal projects become more engaging for your employees. 

This practice is especially important for high-stakes or critical projects, as mission buy-in will likely be a major factor that pushes your team over the finish line. 

When it comes to setting internal goals and building structures to motivate your team, working with a nonprofit HR expert early on in the development of your organization can have positive, long-lasting impacts. Growth can cause teams to lose focus, and developing a concrete roadmap around your central mission is a smart safeguard. 


An organization’s approach to internal communication plays a major role in determining the quality of its workplace and its ability to connect with beneficiaries and supporters

By implementing one or more of these tips into how you handle your internal communication, you can encourage healthy shifts and growth in your organization’s culture. Take a flexible approach, and find what works for your unique mission and team. You can do it!

 


Author: Jennifer C. Loftus, MBA, SPHR, PHRca, GPHR, SHRM-SCP, CCP, CBP, GRP

Jennifer C. Loftus is a Founding Partner of and National Director for Astron Solutions, a compensation consulting firm.  Jennifer has 23 years of experience garnered at organizations including the Hay Group, Parsons Brinckerhoff, Eagle Electric Manufacturing Company, and Harcourt General.  

Jennifer has held volunteer leadership roles with SHRM, New York City SHRM, and WorldatWork. She serves as a subject matter expert to the SHRM Learning System and as a SHRM instructor.  Jennifer is a sought-after speaker for local & national conferences and media outlets.

Jennifer has an MBA in Human Resource Management with highest honors from Pace University and a BS in Accounting summa cum laude from Rutgers University.  

Jennifer holds Adjunct Professor roles with Pace University, Long Island University, and LIM College.

Jennifer received the 2014 Gotham Comedy Foundation’s Lifetime Ambassador of Laughter Award.

Matching Gift Software Accessibility in the Higher Ed Sector [Feature Image with Title Text]

Matching Gift Software Accessibility in the Higher Ed Sector

In this post, we’ll walk you through how your nonprofit can get started with the Google Ad Grant program.

How Your Nonprofit Can Get Started With the Google Ad Grant

Whether supporters find out about your nonprofit and its cause through social media, your website, or flyers, it’s all thanks to the power of marketing. With a strong marketing strategy, you can communicate to the general public what issue your nonprofit is working to resolve and how people can get involved.

Of course, having a sophisticated marketing strategy is often easier said than done. The term “marketing” itself probably makes you picture late nights spent planning out social media content, busy days writing blog posts, and hundreds of dollars poured into printing posters, flyers, and mailers.

But what if we told you that there was a digital marketing tool your nonprofit could tap into for free? One that has driven over 14 billion clicks worldwide to over 65,000 nonprofits’ websites?

We’re talking about the Google Ad Grant, a program that can empower you to capture new supporters’ attention online without paying a dime. Let’s dive into how your nonprofit can get started with this marketing tool!

A Quick Overview of the Google Ad Grant

So, what exactly is the Google Ad Grant?

The Google Ad Grant allows your nonprofit to tap into the power of Google Ads for free. You’ve likely seen a Google Ad before—search something like “dog sitter” and you’ll see a number of Google results pop up at the top of the search engine results page that are labeled “Sponsored.”

These are Google Ads, which companies pay for to get more visibility for their products and services. The Google Ad Grant lets you do the same—for free.

Here’s how it works. According to Getting Attention’s complete guide to the Google Ad Grant, select charitable organizations can apply for the grant, which gives organizations $10,000 in monthly Google Ad credits. And this isn’t a one-time grant—as long as the organizations comply with the program rules, the grant automatically renews every month.

So, if you want your nonprofit’s website to be visible for search terms related to your cause, like “beach clean up” or “animal shelter volunteering,” the Google Ad Grant can help you stand out.

On top of helping you reach more people, using the Google Ad Grant also comes with other benefits, like:

  • Increased donations and support. While the Google Ad Grant is primarily a marketing tool, you can use it to promote things like your donation page, volunteer opportunities, and upcoming events. Thus, the Ad Grant can help you get more people clicking on these important action pages and doing something to move your mission forward.
  • No competition for the funding. While your nonprofit will have to meet certain requirements to be eligible for the Google Ad Grant, there are no limits to how many organizations can take advantage of the opportunity. This means once you ensure you’re eligible and apply, the grant is yours!
  • Data into supporters’ online behavior. To get the most out of the Google Ad Grant program, you’ll be using a tool like Google Analytics to monitor your website visitors’ behavior. As a result, you’ll understand what does and does not encourage them to take action on behalf of your cause. This means you can improve your Ad strategy and also gather a wealth of insights to work with to optimize your website and other aspects of your online presence!

To take full advantage of all the Google Ad Grant program has to offer, your nonprofit needs to get a strong start to its Ads strategy. Let’s look at the three major steps you need to get up and running with the Ad Grant.

1. Meet the eligibility requirements.

To be eligible for the Google Ad Grant, your nonprofit must meet several requirements:

  • Have a current and valid charity status. In the United States, this means having a current 501(c)(3) status. Also, note that the Google Ad Grant is not for governmental entities, healthcare organizations, or academic institutions (although the fundraising arm of an academic institution is eligible).
  • Agree to the terms and conditions of the program. You’ll need to agree to comply with how Google expects your nonprofit to receive and use any donations received as a result of the grant. You’ll also need to agree to the terms of service for Google for Nonprofits and Google Ads.
  • Have a functioning website with high-quality content. To ensure your website is Ad Grant-ready, you should have your own domain, plenty of high-quality, user-friendly content, and a description of your organization’s specific mission and work.
  • Have a Secure Sockets Layer (SSL) certificate on your website. The SSL certificate ensures there is security between a web server and a browser. If your website’s address starts with https, you already have an SSL certificate. If it doesn’t, you’ll need to get one. Check out this helpful resource from Google to get started.

As you assess your organization’s Google Ad Grant eligibility, you may find that your website could use some fine-tuning before you apply for the program. Apply these best practices to ensure that your website is the best that it can be:

  • Get inspired by roundups of high-quality nonprofit websites, like Morweb’s full guide to the best nonprofit websites
  • Streamline your site’s navigation by creating a simple menu that links to your most important pages, generating calls-to-action (CTAs) that point to action pages, and adding internal links to guide users to your top resources
  • Optimize your “About Us” page so that it clearly communicates your organization’s mission, values, and vision for a better future
  • Focus on your action pages, like your donation form or event registration form, ensuring they’re primed to convert visitors that land on them
  • Ensure the site is optimized for mobile devices, meaning the site should resize to fit any screen size
  • Make the site accessible to people of all abilities by adding alt text to images, ensuring your text and background colors have a high color contrast, and embedding an accessibility widget

Of course, you’ll continue to improve your website even as you start running Google Ads. But putting in a little extra effort now will help you start seeing results faster once you begin!

2. Apply for the program.

Once you know that your nonprofit is meeting all of the eligibility requirements, it’s time to apply for the Google Ad Grant program. Here’s how the process will work:

  • You register your nonprofit with TechSoup. TechSoup partners with Google to provide technology and other resources to nonprofit organizations. Join TechSoup by signing up for an account on their website. After your organization is verified by TechSoup, you’ll receive a validation token to provide to Google.
  • You enroll in Google for Nonprofits. To enroll, provide your tax ID number, contact information, and the validation token received from TechSoup. Once you’re enrolled, you’ll also be able to tap into other Google tools besides the Ad Grant, like Google Workspace and the YouTube Nonprofit Program.
  • You submit your application. Once your Google for Nonprofits account is approved, you’re ready to apply for the Ad Grant. To submit the application, go to Google for Nonprofits, click on “Products,” and then “Get Started.” You’ll fill out the eligibility form and then select “Activate” to submit the application.
  • Google approves your account and sends further instructions. After a few business days, you’ll get an email from Google. Accept the invitation and the billing profile in the email. From there, your Google Ad journey can begin!

To begin leveraging the Ad Grant, set up an ad campaign.

First, conduct thorough keyword research for your campaigns that have decent traffic and are relevant to your mission. Next, follow the required account structure: For each campaign, you should have at least two ad groups. (An ad group contains one or more ads with similar targets.) Within those ad groups, you should have at least two active ads. Finally, enable sitelink extensions so you can link to specific parts of your website below your ads.

3. Manage and maintain your account.

Remember, the Google Ad Grant isn’t a one-off grant—it will renew every month if you properly manage and maintain your account! Ensure you maintain your eligibility (as discussed above) and follow these requirements so you can keep running your Ads:

  • Follow the keyword rules. Don’t use single-world keywords or keywords that are too generic. You must also ensure your keywords have a Quality Score higher than one or two.
  • Comply with the Ad rules. You should have at least one responsive search ad per group and have at least two sitelink ad extensions.
  • Ensure you’re getting clicks on your ads. Specifically, Google requires that you maintain at least a 5% click-through rate (CTR) each month. Google also asks that you track these conversions through Google Analytics and Google Tag Manager.
  • Respond to Google’s annual survey. Google will send your organization a survey each year to get feedback on the Ad Grant program. Make sure you fill it out—not only is it required to continue receiving Ad credits, but it will also ensure that Google can make useful updates to the program.

On top of proactively staying in line with these requirements, check the Ad Grants Compliance Guide often. This is the most up-to-date resource that you can reference to manage and maintain your account.

Bonus: Work with a Google Ad Grants agency.

Managing your Google Ad Grant (in a way that gets you real results) is essentially a full-time job. As a result, it’s often put on the back burner or farmed out to team members who already have plenty of responsibilities on their plates.

This is why many nonprofits opt to work with a Google Ad Grants agency. Google Ad Grants experts can take over the heavy lifting for your team and offer services like:

  • Helping you apply for the Google Ad Grant and providing recommendations if your organization is rejected
  • Conducting thorough keyword and competitor research
  • Creating an ad strategy to grow awareness of your mission and bring in new support
  • Setting up campaigns and keeping them organized
  • Creating ad assets (text, headlines, ad extensions, and images)
  • Managing your $10,000 Ads credit budget

Of course, working with a Google Ad Grants agency is an investment. However, the money you spend on working with Ad Grants professionals will feel like nothing once you’re seeing results for your mission!

There are many different ways to help your nonprofit stand out in its marketing and fundraising efforts, but the Google Ad Grant program is by far one of the most effective. Now that you know about this key resource, you’re already on your way to getting free advertising credits for your mission.

Use this mini guide to continue on your journey, and consider working with a Google Ad Grant agency to streamline your strategy and get the most out of the program. You’ve got this!

In this guide, we'll review the basics of corporate giving and how the Google Ad Grant fits into corporate giving programs.

What to Know About Corporate Giving and the Google Ad Grant

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.

Start earning free money through corporate giving. Explore Google's top corporate giving program: The Google Ad Grant. Get a free consultation.

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:

The graphic details three corporate giving statistics, written out below.

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:This image shows the benefits of corporate giving for businesses, as outlined in the text below. 

  • 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:

The graphic outlines the three types of corporate giving offered by Google, detailed below.

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.

How can my nonprofit access the Google Ad Grant?

Nonprofits can apply for the Google Ad Grant by following these five steps:

The graphic details the five steps for submitting a Google Grant application, written out below.

  1. Check eligibility. Ensure your nonprofit is eligible for the Google Ad Grant or take steps to become eligible otherwise. The qualifications include being a registered nonprofit in your country and having a secure website with valuable content related to your mission. Additionally, the nonprofits must not be a government, healthcare, or educational organization. Educational institutions can instead apply for Google for Education
  2. Register with TechSoup. Google requires nonprofits to validate their nonprofit status with TechSoup. TechSoup provides nonprofits with a variety of technology-related services, and after filling out a short registration form, nonprofits can receive free or discounted technical services from a variety of companies, including Zoom, Microsoft, and Adobe. 
  3. Create a Google for Nonprofits account. Once nonprofits are verified by TechSoup, they can complete the short Google for Nonprofits registration process. In addition to being able to apply for the Google Ad Grant, nonprofits that register for Google for Nonprofits will also have access to services like Google Workspace and YouTube for Nonprofits, both of which provide additional free organizational and marketing tools. 
  4. Prepare their website. Nonprofits must have websites Google feels are valuable to searches before they will promote them. High-quality websites have a clear mission statement, landing pages with relevant information about the nonprofit’s programs, short load times, consistent branding, intuitive navigation, and an SSL certificate. 
  5. Submit their application. Once your nonprofit has completed the above steps, you can apply for the Google Ad Grant. Simply log into your Google for Nonprofits account, click “Get Started” under the Google Ad Grant label in the “Products” section, complete the eligibility form, and return to Google for Nonprofits to finally hit the “Activate” button to submit your application. From there, you will receive an email inviting you to join the Google Ad Grant program in a few days if accepted. 

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.

Need help applying for the Google Ad Grant? Get in touch with Google Ad Grant experts. Get a free consultation.

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. 

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:

  1. Applications open. Google announces when applications are open, and potential grant recipients have a set timeframe to submit their proposals. 
  2. 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. 
  3. Announcements and celebrations. Google selects their grant recipients and announces them. 
  4. 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:

Want to get more resources for your nonprofit? Discover how to access thousands of dollars through the Google Ad Grant. Get a free consultation today.

This guide explores five ways that you can promote your nonprofit’s branding at your next auction fundraiser.

5 Ways to Promote Your Nonprofit’s Branding At Your Auction

As a nonprofit leader, you’re focused on one goal: fulfilling your mission. To do this, you work to raise funds and awareness for your cause. Auctions are highly successful fundraisers for nonprofit initiatives, but how can you use them to draw attention to your nonprofit’s mission?

Your nonprofit’s brand elements represent everything your organization stands for, so advertising them is essential to gain recognition and support in the communities you serve. You can easily incorporate this branding into your upcoming auction to remind attendees of the event’s purpose. Let’s explore five ways your organization can pair the power of auctions and nonprofit branding to increase support for its mission.

1. Event landing page

Brand exposure should start at the earliest possible stage in your event planning process: auction promotion. You can spread the word about your upcoming event by leveraging the visibility of your nonprofit’s website—and promote your brand while you’re at it.

To streamline the process, invest in auction software that facilitates event landing page creation. Then, use the page to connect your brand to the event by including:

  • Your logo: This is arguably the most recognizable element of your nonprofit’s brand. Make your logo visible in at least one location on the page (not including your website’s navigation bar) to directly connect the auction with your nonprofit.
  • Your mission statement: Emphasize your organization’s mission to explain the purpose of the event. In a couple of sentences, share how the event will support your mission, giving specific details about the projects or activities the event will fund.
  • Relevant statistics: Numbers are a concrete way to prove the pressing need for your nonprofit’s work. Share relevant statistics about your beneficiaries, past fundraisers, and other information to encourage site visitors to get involved.

Once you’ve completed the page, leverage the Google Ad Grant to ensure your page shows up first on Google for relevant keywords. For example, an animal shelter might target the keyword “support stray kittens” with its Google Ads so that an internet user finds the auction page and is encouraged to register for the event.

2. QR Codes

The most important bridge to build at your nonprofit’s auction is between the one-time event and the everlasting need for donor support. You’ll need to shift attendees’ focus from event participation to long-term nonprofit involvement by directing them to your nonprofit’s other resources.

QR codes can initiate this shift by encouraging bidders to explore your nonprofit. First, you’ll need to incorporate them into your event. ClickBid’s guide to silent auction planning recommends preparing QR codes for each auction item. To learn more about an item, bidders will use their phones to scan the code, which directs them to your auction item catalog.

By encouraging auction attendees to explore item information on their phones, you’ll create an opportunity for them to also explore more information about your organization. They can navigate to your nonprofit’s website, details about the event, or any other branded channels that encourage their long-term involvement.

3. Programs and brochures

If you’ve exhausted all your digital marketing options, consider using old-school techniques by printing event programs and brochures with information about your nonprofit. These materials can be passed out at the entrance to the event, placed on seats in the venue, or offered in any other convenient location where most people are likely to pick one up.

Use these reading materials to briefly share your:

  • Vision: Describe the long-term change you hope to see as a result of your nonprofit’s work. What is your vision for the communities you serve? How can donors help you get there? List your official, one-sentence vision statement and expand upon it.
  • Programs: What actionable steps is your nonprofit taking to turn its vision into reality? List your various projects and programs, highlighting specific areas where supporters can get involved.
  • Impact: Emphasize what your nonprofit has accomplished so far with statistics, compelling visuals, and quotes from beneficiaries.

Aside from directly addressing your nonprofit’s work, these programs and brochures can display your brand elements like your logo, color palette, typography, and tone. According to Kwala’s guide to nonprofit branding, brand elements such as these are important for unifying your promotional materials. Consistency between your auction pamphlet and other communications will help establish brand credibility and make your nonprofit more recognizable.

4. Branded items

During the event planning process, you’ll need to prepare numerous materials to be used at the auction. The good news is that these materials can display your nonprofit’s branding, drawing extra attention to your organization despite the excitement of enticing auction items and competitive bidding.

Some ideas for branded items that can be used at your auction include:

  • Pens: Whether attendees are signing in to the event, writing their bid on a bid sheet, or just taking a quick note, pens are a simple way to remind them of your nonprofit. After the event, pens easily find themselves in purses and pockets by accident, giving your nonprofit’s logo a chance to be seen every time the pen is used in the future!
  • Auction paddles: At a live auction, paddles will be used by participants to place bids on their favorite items. This means an auction paddle will be raised in the air above the crowd every time someone wants to place a bid! Use these paddles as miniature billboards to display your nonprofit’s brand colors and logo.
  • T-shirts: Whether they’re worn by your auction volunteers or sold at a concessions stand, t-shirts are an easy way to promote your brand. Plus, when you sell t-shirts with your nonprofit’s name and logo to supporters, you’ll generate revenue and recruit brand ambassadors to spread the word about your organization.

Depending on the items you choose, you’ll be able to include different elements of your brand. For example, your tagline might look visually appealing on a t-shirt but would be too small to read on a pen. Instead of simply printing your nonprofit’s logo on every material for the event, think strategically about how to make the merchandise visually appealing.

5. Mission-centric presentations

Especially if you decide to leverage mobile bidding software for your auction, you might need to secure entertainment since event attendees won’t be physically placing bids or listening to a live auctioneer. Recruit a presenter to share information about your organization. Consider asking:

  • Board members
  • Officers
  • Staff members
  • Volunteers
  • Beneficiaries

After hearing a moving story from a beneficiary or the inspiring vision of a nonprofit board member, your audience will be more than just engaged. These impactful messages are at the heart of your nonprofit’s brand and have the power to turn auction attendees into loyal donors who continue giving beyond your auction.

To truly maximize the impact of your nonprofit’s branding, create a centralized brand kit that lists all of your brand elements and explains how they should be used. Consistent visual elements will make your nonprofit’s communications look more professional and credible. Plus, they’ll catch the attention of anyone who appreciates a great visual look!

Establish a digital presence for your unique business with these tips.

5 Tips for Building Your Niche Business’s Online Presence

As the owner of a niche business, you possess a unique offering that sets you apart from the competition. Whether you specialize in artisanal crafts, eco-friendly cleaning products, or doggie daycare services, your distinctiveness is your greatest asset. However, the only way potential customers will discover the incredible value your business has to offer is through a well-crafted online presence.

In this guide, we’ll provide five tips for solidifying your digital footprint. From defining your niche to networking online, these insights will help your small business stand out.

1. Define Your Niche

In a crowded online marketplace, a well-defined niche can help you achieve long-term success. If you haven’t already, work with your team to:

  • Identify your expertise. Consider what you’re passionate about and where your expertise lies. For instance, a baker who excels at making gluten-free treats might focus on doing just that. As a result, they can position themselves as an expert in that particular area and avoid direct competition with larger, more established companies that cater to a broader audience.
  • Research market opportunities. Conduct thorough market research to identify potential niches for your business. Look for gaps in the market or underserved segments that align with your expertise. Analyze competitors and assess whether there’s room for your business to offer something unique or of higher quality within the niche.
  • Define your ideal customer. Create detailed buyer personas to understand your ideal customers within your chosen niche. Consider their demographics, psychographics, pain points, and preferences. The better you understand your target audience, the more effectively you can tailor your products, services, and digital marketing efforts to meet their needs.

Keep in mind that your niche may change over time. Stay on top of industry trends and adjust your positioning accordingly to ensure that your small business remains relevant online.

2. Leverage Social Media

Social media is a powerful platform for reaching a wide and diverse audience. Plus, it fosters direct and real-time engagement, creating opportunities for meaningful interactions, feedback, and relationship-building.

The specific social media channels that you choose to use will depend on your target audience. However, here are some common platforms that niche small businesses leverage:

  • Instagram: Instagram is ideal for showcasing visual representations of your products and services. Maintain a consistent feed and boost discoverability by using relevant hashtags that resonate with your target customers and align with your chosen niche.
  • Pinterest: Pinterest is a platform known for its focus on visual discovery. It’s particularly useful for businesses in niches such as home decor, DIY, crafts, wedding planning, and fashion. By creating visually appealing pins, businesses can drive traffic to their websites and increase brand visibility.
  • LinkedIn: Connect with other industry professionals and share informative articles, case studies, and professional insights related to your niche. and engage in meaningful conversations in relevant groups. NXUnite also recommends posting any job openings your business may have and recruiting employees through the platform.
  • TikTok: TikTok is a rapidly growing platform that allows businesses to create short, engaging videos. It’s most popular among younger audiences, and its algorithm-driven content discovery can provide you with the exposure you need.

Consider using a content calendar to take a consistent and strategic approach to posting on several social media channels. By scheduling posts in advance, you can maintain audience engagement and ultimately improve your brand visibility.

3. Optimize Your Website for SEO

Your website is likely the first place that potential customers go to learn about your products and services, read testimonials, make inquiries, and get to know your business. When your website is optimized for search engines (SEO), it’s more likely to rank higher in Google search results, making it easier for potential customers to find you.

To optimize your small business website, follow these steps:

  • Conduct keyword research: Begin by conducting keyword research to identify the terms and phrases that potential visitors are using to search for products or information related to your business. For instance, a dog groomer might target general keywords like “pet grooming services” in addition to keywords that align with their niche like “mat removal for dogs,” “dog nail trimming,” and “canine teeth cleaning.”
  • Perform on-site optimization: Implement on-site SEO techniques to make your website more search engine-friendly. This includes optimizing the title tags, meta descriptions, and header tags (H1, H2, H3, etc.) on relevant pages to include your target keywords. Ensure that your content is well-structured, easy to read, and provides clear answers to users’ questions or solutions to their problems.
  • Make technical SEO adjustments: Improve your website’s technical elements to enhance its search engine performance. This includes optimizing page load times, ensuring mobile responsiveness, and fixing broken links.

common challenge associated with SEO marketing is the ever-changing nature of search engine algorithms. Search engines like Google frequently update their algorithms to improve search results and provide a better user experience. Since these updates can sometimes impact a website’s search rankings, it’s important for your team to stay informed on the latest SEO techniques.

4. Create High-Quality Content

Develop valuable, relevant, and engaging content that resonates with your niche audience. This could include:

  • Blog posts: Write valuable and well-researched blog posts that address your audience’s interests, pain points, and questions. Use a conversational and engaging tone to connect with readers on a more personal level.
  • Videos: Videos allow your audience to see and hear from you, which in turn helps to humanize your brand. Consider filming product tutorials, customer testimonials, and behind-the-scenes looks at your operations.
  • Infographics: Condense complex information about your business into easy-to-understand visuals. This will position your brand as a trusted source of knowledge.
  • Webinars: Host informative and interactive webinars on topics relevant to your industry. For example, a dog boarding business might invite other pet business professionals to join a webinar on how Gingr’s software is revolutionizing their field.

Focus on producing high-quality content rather than churning out a large quantity. Well-researched and well-produced content tends to perform better and attract a more engaged audience.

5. Build Online Communities

Online communities, forums, and groups are an opportunity to connect with potential customers both inside and outside of your niche.

For example, a sustainable fashion brand might join a nonprofit podcast focused on environmental conservation to discuss topics related to sustainable fashion, ethical manufacturing, and the importance of conscious consumerism. By sharing their expertise and insights, the brand can contribute valuable content to the podcast and appeal to potential customers from the nonprofit’s audience, who likely share an interest in their business model.

Ensure the community remains a positive and constructive space by moderating discussions, addressing any conflicts or issues, and enforcing community guidelines.


Remember that building an online presence takes effort and consistency. Focus on providing value to your niche audience, and over time, you’ll thrive in the digital marketing space.

In this guide, we'll explore the top educational resources for nonprofits.

Beyond the Basics: 14 Educational Resources for Nonprofits

As a nonprofit professional, you understand the importance of continuous learning. You know that to truly make an impact, you need to go beyond the basics and explore innovative strategies.

In this guide, we’ve compiled a curated list of 14 nonprofit resources that address the unique needs and challenges of the mission-driven sector. For easy browsing, we organized the resources into the following categories:

Whether you’re looking to enhance your fundraising strategies, improve your management skills, or gain a deeper understanding of marketing, putting these resources to use will take your nonprofit to new heights.

Want to receive access to nonprofit marketing resources? Click on this link to subscribe to Getting Attention's newsletter.

Fundraising Resources for Nonprofits

Nonprofits rely on fundraising to support their programs and fuel their mission. These nonprofit resources will teach you how to diversify your fundraising efforts and effectively plan, implement, and manage campaigns.

Association of Fundraising Professionals (AFP)

The Association of Fundraising Professionals (AFP) is a professional membership organization that represents individuals and organizations involved in the fundraising and philanthropic sector. It’s one of the world’s largest communities of fundraising professionals, with members from more than 240 chapters across the globe.

Visit AFP’s website for access to:

  • Professional development certifications: Enroll in AFP’s professional development courses to receive a Certified Fundraising Executive (CFRE) certification and demonstrate your commitment to fundraising best practices.
  • Fundraising best practices: AFP regularly publishes content on various fundraising topics, including donor engagement, major gifts, and grant writing, to help its members make informed decisions and enhance their own fundraising efforts.

Double the Donation

Far too often, nonprofits miss out on valuable donations because donors are unaware that their employers offer corporate matching gifts. Double the Donation provides a solution to this issue with 360MatchPro, a platform that automates and streamlines the matching gift process.

To learn more about matching gifts, you can explore Double the Donation’s:

  • Matching Gift Academy: Explore strategies for solving matching gift roadblocks, marketing matching gifts to donors, and encouraging donors to request matches with the Matching Gift Academy.
  • Webinars and matching gift videos: Check out Double the Donation’s webinar sessions to learn how corporate giving can impact your organization.

The Fundraising Authority

The Fundraising Authority is an online resource hub that gives fundraising professionals practical financial guidance, tools, and advice. It was founded by Joe Garecht, a fundraising consultant, with the goal of helping nonprofits improve their fundraising efforts.

Some standout offerings include:

  • Fundraising guides: The Fundraising Authority offers downloadable fundraising guides and e-books that delve deeper into specific fundraising techniques and best practices. These resources serve as valuable references for nonprofit professionals seeking to improve their fundraising skills.
  • Online courses: The platform provides online courses on fundraising and nonprofit development. These educational sessions are designed to equip fundraising professionals with the knowledge and tools they need to excel in their roles.

The Fundraising Coach

Marc Pitman, also known as “The Fundraising Coach,” is a well-known figure in the nonprofit sector, and his website offers a range of resources that help nonprofits enhance their fundraising efforts, including:

  • Educational content: Explore a series of blog posts specifically tailored to help nonprofits develop and implement effective fundraising campaigns.
  • Coaching services: Marc will provide tailored strategies, expert advice, and actionable insights to help you optimize your approach to fundraising and achieve your long-term goals.

Marketing and Communication Resources for Nonprofits

Nonprofits thrive when they have strong marketing and communication skills. Learn how to engage your community, raise brand awareness, and drive support to your cause with these nonprofit resources.

Getting Attention

Getting Attention is a nonprofit marketing agency specializing in Google Ad Grant management. We help mission-driven organizations secure $10,000 in free ad spend per month. Additionally, we have an extensive library of free nonprofit resources that explore everything you need to know about Google Ad Grants, including:

    • Google Grant applications: Learn how to apply for the Google Grant, from meeting eligibility criteria, submitting the required documentation, and following best practices that increase your chances of getting accepted.
    • Account hygiene: Maintain a clean and well-organized Google Grant account with guidance on optimizing keywords, ad groups, and campaigns, as well as strategies for monitoring account performance.
    • Google Grant management: Delve into effective management strategies for maximizing the impact of a Google Grant, including campaign optimization, ad performance tracking, budget management, and leveraging analytics to measure and improve the effectiveness of grant-funded campaigns. Watch the video below for more information on Google Grant management!

Secure your Google Ad Grant with the help of Getting Attention. Click on this link to get started.

Marketing With Purpose Podcast

The Marketing With Purpose Podcast is hosted by Monica Pitts, founder of MayeCreate, a web design company. Pitts and her team guide nonprofits through the complex landscape of digital marketing in a light-hearted, entertaining platform.

In addition to listening to the podcast for marketing advice, you can:

  • Join the Facebook group. The Marketing With Purpose Podcast has a Facebook group that your nonprofit can join to receive marketing updates, engage in real-time conversations, and get your questions answered.
  • Download resources. Sign up to receive downloadable resources and a weekly newsletter with marketing, web design, and communication tips.

HubSpot Academy

HubSpot Academy offers a range of marketing courses that, while not specific to nonprofits, cover marketing strategies, content creation tips, and communication tactics that can be applied to your own outreach efforts. Plus, the academy’s blogs offer a wealth of smart, valuable tips that any organization can apply to its marketing strategy. Explore HubSpot Academy’s:

  • Training sessions: As a HubSpot partner or customer, you are eligible to take advantage of free, instructor-led online training sessions focused on improving your marketing, or entrepreneurship skills.
  • Certifications: Receive industry-recognized certifications for completing certain courses and passing associated exams. The most popular certification is the HubSpot Inbound Marketing Certification, which covers inbound marketing methodologies.

Resources for Nonprofit Statistics and Trends

Industry statistics and trends provide valuable insights into the current landscape and future direction of the nonprofit sector. By staying informed, nonprofits can identify emerging opportunities, anticipate challenges, and adjust their strategic plans accordingly.

Top Nonprofits

Top Nonprofits’ mission is to support the growth and development of nonprofits by sharing best practices and providing subject matter expertise. The website includes articles, guides, and webinars about a range of topics, including but not limited to:

  • Nonprofit marketing: The platform provides resources on nonprofit marketing strategies, social media best practices, and tips for effectively communicating your nonprofit’s mission and impact.
  • Nonprofit technology: Top Nonprofits covers technology-related topics for nonprofits, including the use of software, databases, and other tools to optimize operations and improve efficiency.

Candid

Candid is the result of a merger between Foundation Center and GuideStar, two organizations dedicated to creating resources that support philanthropy and social good. Through their website, Candid produces research reports, studies, and publications related to philanthropy and the social sector. In addition, Candid offers:

  • Nonprofit profiles: Candid maintains a comprehensive database of nonprofit organizations that includes information about their missions, programs, financials, leadership, and more. This helps donors, funders, and researchers find your nonprofit and lend their support.
  • Foundation Directory Online (FDO): FDO is a searchable database of grants and grantmakers, offering information on foundations, corporate giving programs, and other funding sources. Nonprofits can use FDO to identify potential funding opportunities and research grantmakers’ priorities and giving history.

Nexus Research Library

The Nexus Research Library is a collection of articles and statistics that can assist mission-driven organizations in staying informed about the latest trends. Whether you run a nonprofit, association, museum, or school, there is information to guide your decision-making. In the Research Libary, you can:

  • Review trends in other sectors. Learning how other sectors address complex social issues can inspire your own efforts.
  • Submit your own information. If your organization has original research that you would like to have hosted in the Research Library, you can submit it via their survey.

M+R Benchmarks

Each year, M+R Benchmarks publishes a report on trends relevant to the nonprofit sector. In addition to browsing the latest fundraising and marketing data, you can explore the:

  • Benchmark calculator: Enter your fundraising statistics into their calculator to learn how your nonprofit performs compared to the average.
  • Glossary: M+R Benchmarks has a glossary dedicated to mission-driven terms, allowing you to expand your expertise and reference any topics that may be unclear.

Networking Resources for Nonprofits

Building relationships and partnerships within the industry allows nonprofits to leverage each other’s strengths, share resources, and work together to achieve common goals. Explore these top networking resources to connect with like-minded organizations.

NXUnite

NXUnite partners with experts and influencers in the nonprofit sector to bring educational content to its users, covering topics such as grant writing, nonprofit branding, and community engagement strategies. To take part in their networking opportunities, you can:

  • Join a webinar or panel. Expand your circle of contacts, build relationships with other nonprofit professionals, and learn from experts in the field with NXUnite webinars and panels.
  • Explore the directory. If you’re searching for a solution, partner, or service partner, search through the vetted profiles in their directory.

LinkedIn for Nonprofits

LinkedIn for Nonprofits offers a variety of groups specifically tailored to nonprofit professionals. These groups provide a space for discussions, sharing best practices, and networking with peers and industry experts. Plus, your nonprofit will receive access to:

  • Products: LinkedIn has specific products to help your nonprofit hire, train, and retain top talent.
  • Educational Resources: In the Resource Hub, you can explore a collection of guides, best practices, and expert advice.

NTEN Nonprofit Technology Conference

The NTEN Nonprofit Technology Conference is an annual conference that brings together nonprofit professionals, technology experts, and thought leaders in the sector. It covers a variety of topics related to technology for nonprofits, including online fundraising, social media marketing, cybersecurity, and cloud computing.

At the conference, your nonprofit can:

  • Host a session. Are you an expert on a particular topic? Submit your best ideas to be chosen as the host of a session.
  • Sponsor NTEN. Become an NTEN sponsor and connect with technology decision-makers and thought leaders from around the nonprofit sector.

Wrapping Up: Additional Resources for Nonprofits

Remember, the journey of learning and growth is ongoing. Stay curious, open-minded, and eager to explore new information. Doing so will help your nonprofit stay ahead of the curve and make a lasting impact in your community.

For access to more nonprofit resources, explore these free guides from Getting Attention:

The Google Ad Grant is a valuable resource for nonprofits. Click on this link to connect with Getting Attention.

This article will cover tips and examples for how to perfect your nonprofit tagline.

Getting Your Nonprofit Tagline Right: Top Tips and Examples

Taglines are the quickest and most efficient way in your marketing strategy to tell people about your nonprofit’s mission. In one short phrase, you can tell your audience who your organization is and why they should care.

Think about Nike’s “Just Do It” or Little Caesar’s “Hot ‘n’ Ready” – these taglines give the brands more energy and character. A great tagline can work the same magic for your nonprofit.

Even though they are an incredibly useful tool, taglines are overlooked in the nonprofit world. In this guide, you’ll learn about taglines and how to write one for your mission-driven organization. Here’s what we’ll cover:

Read on and you’ll be ready to create a clear, concise, and catchy tagline for your nonprofit in no time.

Getting Attention is a service to help you with nonprofit marketing, including taglines.

What is a nonprofit tagline?

A tagline is a short, memorable phrase that succinctly captures a brand’s message. Once it becomes well known, a tagline also acts as a way to easily identify the brand it represents. Specifically for a nonprofit organization, a tagline should communicate its mission and purpose.

This image defines the meaning of a nonprofit tagline which is described in detail below.

5 Types of Taglines

There are five types of taglines that are commonly seen in the nonprofit marketing sphere:

This image shows five nonprofit tagline types that are discussed in the text below.

  • Imperative: Imperative taglines command the audience to do something. They usually begin with a verb and involve an action relevant to the brand’s message. Coca Cola’s “Open Happiness” is an example of an imperative tagline. Subtly assertive, this type of tagline can give your brand a quality of urgency.
  • Descriptive: This is the most straightforward type of tagline. Descriptive taglines concisely describe the brand’s promise or function. Think about Walmart, which is known for low prices. Its tagline is “Save Money. Live Better.” This phrase clearly yet simply explains Walmart’s primary function.
  • Provocative: Despite what the term suggests, provocative taglines don’t have to be shocking, per se. Rather, these taglines ask a question or offer a statement that provokes thought. Dove’s tagline “You are more beautiful than you think” is a prime example of a provocative tagline.
  • Superlative: Named for the highest degree of comparison, superlative taglines position a brand as the best in its industry. Budweiser is known as “The King of Beers,” BMW is known as “The Ultimate Driving Machine,” and Gillette is known as “The Best a Man Can Get.” Each of these brands is establishing itself as the superior product within its product category.
  • Interrogative: Interrogative taglines ask the audience a question. One of the most famous taglines ever is an interrogative tagline — the California Milk Processor Board’s “Got Milk?”

A quick note: Taglines are not the same as slogans. A tagline is one phrase for the overarching idea of an organization. Slogans, on the other hand, accompany specific marketing campaigns. An organization could have multiple slogans for many different campaigns, but it will only ever have one tagline at a time.

Do nonprofits have taglines?

The short answer to the question of if nonprofits have taglines is yes, they do have taglines. However, seven out of 10 nonprofits rated their tagline as poor or didn’t have one at all. That means they’re not nearly as abundant as they should be.

If you fall within that seven out of 10 designations, it’s worthwhile to reevaluate your nonprofit’s tagline strategy. Here are three benefits to having an effective tagline for your mission-driven organization:

  • Differentiation: Consumers see between 4,000 and 10,000 advertisements daily. Having a standout tagline can help your nonprofit break through the noise and make a connection with a new potential supporter.
  • Branding: Brands typically consist of a name, logo, colors, fonts, and—you guessed it—a tagline. A strong nonprofit tagline will give your organization extra support in terms of brand recognition.
  • Consistency: Since taglines capture the heart of your nonprofit’s mission, they can serve as a guiding element for your future campaigns. You can always revisit your tagline when making marketing plans to be sure you’re in line with your nonprofit’s core mission and brand identity.

With the combined advantages of differentiation, high-quality branding, and consistency, your nonprofit marketing will become much more recognizable. Not only will this make you stand out from the crowd, but it can also give you a leg up in the digital marketing space.

For example, you can maximize programs like the Google Ad Grant with an impressive nonprofit tagline. If your nonprofit’s tagline conveys a particular sentiment or mission, the Google Ads funded by the Ad Grants can reflect the same message. This consistency then reinforces your organization’s brand and mission to potential donors, volunteers, and beneficiaries.

Interested in learning more about the Google Ad Grant program? Check out this video:

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Now that you know the benefits of a stellar nonprofit tagline, let’s break down the criteria necessary to achieve one.

What makes a good tagline?

Coming up with a phrase that represents the entirety of your nonprofit in eight short words (or less!) is no easy task. Luckily, we’ve compiled a list of characteristics that will make your tagline stand out from the rest. We’ve also got the steps you can take when you start the process of drafting your own.

6 Attributes of a Strong Tagline

Let’s start with the attributes of a strong tagline:

This image shows the six attributes of a strong nonprofit tagline which are explained in the text below.

  • Clear: A tagline should make sense and be easy to understand. Think about using a navigation app for directions—you want your tagline to simply and surely show people what your nonprofit is about the same way that GPS tells you how to get somewhere.
  • Concise: The shorter a tagline is, the better. Something that is quick and simple is much more memorable than a novel of a phrase. Aim for no more than eight words.
  • Relevant: Make sure your tagline portrays your nonprofit’s mission. It might make sense to you, someone who is close to the nonprofit, but think about it from your audience’s perspective. Will someone who has never heard of your brand get the gist of your nonprofit’s purpose from reading its tagline? If not, you should head back to the drawing board.
  • Branded: You probably already have a name and logo for your nonprofit. Make sure your tagline feels at home in the style of your current branding. Also, going back to the idea of differentiation, your tagline should be identifiable as yours specifically.
  • Consistent: Your tagline shouldn’t change on a regular basis. A big component of a tagline’s success is that it builds recognizability over time. Put your tagline on all your brand materials and make sure it looks the same every time, including in its punctuation and capitalization.
  • Catchy: Finally, a strong tagline should be catchy. More people will be interested in your nonprofit if you have a tagline that catches their eye and sticks in their head. 

Get creative, and write something memorable while also accurately representing your mission.

5 Steps to Coming Up With Your Very Own Tagline

Your nonprofit needs to know what it’s aiming for before diving in, but be open to where the brainstorming process takes you. Here are our five steps for writing a tagline:

  • Begin with the end in mind. Before diving into actual tagline writing, ask yourself some key questions about your nonprofit, such as: What is our core mission and purpose that we want to communicate? And Where do we want our nonprofit to be in five years? 
  • Consider emotions. Different words conjure up different feelings, moods, and connotations. The words you choose for your tagline are no exception. Choose words that align with the emotions and ideas you want your organization to project.
  • Come up with many, many options. In the brainstorming phase, no idea is a bad idea! Even if some of the taglines you come up with would never make the final cut, it’s a great exercise to figure out what you like and don’t like, then move forward.
  • Don’t overthink your final decision. A tagline can be bad, and a tagline can be good—but you’d be hard-pressed to find a tagline that is faultless. It’s a subjective process, so work hard and once you arrive at a phrase you’re happy with, stick with it!
  • Research examples. This isn’t to say model your tagline completely after someone else’s, but rather that you should use examples as inspiration. Even for-profit resources like Adobe’s list of 30 famous taglines can help you gain creative traction.

Keep in mind that a tagline is one part of your nonprofit’s overall marketing plan. For your tagline to be relevant it needs to make sense within the context of your organization and its overarching audience and goals.

Top Nonprofit Taglines

So far, we’ve given you some examples of memorable taglines in the for-profit space. Now we’ll provide you with some nonprofit taglines—ones that are more similar to your organization.

Here is a list of 12 strong nonprofit taglines organized by the size or vertical of the nonprofit:

Global Nonprofits

These examples come from organizations whose mission extends to the entire world. Check out their taglines for clear illustrations of how to condense such a large concept into eight words or less.

This tagline is simple, meaningful, and memorable. The repetition sticks in people’s heads, and the welcoming nature of the writing reflects what this organization is about. According to its website, the mission of the United Methodist Church is “to make disciples of Jesus Christ for the transformation of the world.” With its tagline, the church is communicating that it is open to all people joining its mission.

  • “For every child.” – UNICEF

An even better example of simplicity, UNICEF’s tagline clocks in at three words and expresses what UNICEF is about at its core: working toward the “survival, protection, and development” of children all across the world, according to its website.

Nonprofits of this size need worldwide recognition, and they utilize taglines to help achieve it.

U.S. Nonprofits

Although these examples come from nonprofits slightly smaller than those of the former examples, their taglines feel equally as strong. Read on to see how national nonprofits tackle taglines:

The United Negro College Fund “envisions a nation where all Americans have equal access to a college education that prepares them for rich intellectual lives” and works to increase the total number of Black college graduates in the U.S., according to its website. This tagline provokes thought relevant to the organization’s mission, calling on their audience to ponder how valuable people’s minds are—and subsequently, consider what they can do to encourage educational growth.

Every word in this tagline holds enormous weight in the message it’s conveying. Common Cause is a nonprofit that exists to ensure the United States’ democracy fairly serves all its constituents, and it does so by fighting for pro-democracy legislation like the recent Freedom to Vote Act. Their tagline succinctly expresses that sentiment— and it has a serious tone that matches the organization itself, too.

The United Negro College Fund and Common Cause are excellent models for provocative and descriptive taglines, respectively. Think about which type would best fit your nonprofit.

Local Nonprofits

Now we’ll look at nonprofits that while small in size, have taglines that feel larger than life.

Just because this nonprofit operates in a smaller area doesn’t mean its tagline is any less impactful. The Montana Historical Society describes itself as a “guardian of Montana’s history,” a history that this tagline appealingly illustrates as an expansive one full of sky and land.

Second Helpings Atlanta is a locally based nonprofit that fights both food insecurity and food waste in the metro Atlanta area by delivering leftover food from restaurants and grocery stores to food banks and individuals in need. This tagline is on the longer side, yet it remains memorable and clearly depicts what SHA volunteers do: drive leftover food from somewhere that doesn’t need it to someone who does.

Healthcare Nonprofits

Because health-related missions can be sensitive and require swift support, these organizations must use their tagline to build trust and form an emotional connection. Let’s review how these top healthcare nonprofits use their tagline’s language to inspire compassion and credibility:

St. Jude is “leading the way the world understands, treats, and defends childhood cancer and other life-threatening diseases” through advancing cures and prevention. The organization has been around since 1962 and dreams that no child should pass before the dawn of life. 

St. Jude’s descriptive tagline gets right to the heart of its purpose. The simple phrase discusses how the organization uses its funding and why people should care.

The American Cancer Society is a leading cancer-fighting organization dedicated to ending cancer for everyone. They seek to improve the lives of people with cancer and their families through research, advocacy, and patient support.

This tagline provokes a sense of hope that aligns with the American Cancer Society’s positive tone. Previous campaigns such as “the official sponsor of birthdays” have contributed to the organization’s upbeat determination to beat the disease for good. 

Environmental Nonprofits

Nonprofits dedicated to protecting the environment need taglines that will inspire hope and drive others to join in protecting that hope. Additionally, many environmental nonprofits cover several different initiatives, so their tagline can’t box them in. Let’s review how the World Wildlife Fund and Sierra Club structured their taglines: 

For 60 years, WWF has helped both people and animals thrive in nearly 100 different countries. The organization collaborates with communities to develop and deliver lasting solutions to wildlife problems. WWF’s work extends into climate, food, freshwater, forest, ocean, and other wildlife-related initiatives to achieve a thriving planet.

WWF’s tagline captures these ambitious goals by staying descriptive yet being all-encompassing. Because the WWF has several goals, using “planet” rather than “community” or “wildlife” shows that each solution is interconnected and will ultimately benefit the whole planet. 

  • “Explore, enjoy, and protect the planet”Sierra Club

The Sierra Club is a grassroots organization located in the United States that exists to defend everyone’s right to a healthy world. Their work promotes the responsible use of the earth’s ecosystems and resources in addition to educating others about protecting the environment.

The organization’s descriptive tagline goes beyond just suggesting that we should protect the planet just for protection’s sake. Rather, it suggests that the planet is worth protecting because it’s where we explore and enjoy life. 

Human Rights Nonprofits 

By nature, human rights Nonprofits carry heavy emotional undertones. To strike the right chord with their taglines, they must inspire action without digging too deeply into negative emotions. Both Amnesty International and CARE do a stellar job at this: 

Amnesty International is a global movement that campaigns against human rights abuse. The organization’s initiatives include topics such as child rights, climate change, police brutality, international justice, and many more campaigns created to achieve justice.

This provocative tagline implies that Amnesty International wants to turn sympathetic feelings into action. The organization’s robust research advocacy, lobbying, and campaigns were created and funded to make change happen. 

  • “Defending dignity. Fighting poverty.” CARE

CARE works globally to save lives, defeat poverty, and achieve social justice. Specifically, the organization focuses on aiding women and girls in need and advocating for equal rights opportunities. Their work spans climate, food and water, health, education and work, and equality-related goals to offer a better life of dignity and security. 

CARE’s inclusion of dignity within its tagline speaks to its hope of restoring the integrity of others. Its transformative programs act as a pathway to an enriching life. 

Wrapping up

A strong, well-written tagline can elevate your nonprofit’s brand and marketing efforts. We hope this article has been helpful to you in learning what a tagline is, why they’re important, how to create a great one, and what examples are out there.

Getting Attention can also help take your marketing strategy to the next level, especially in getting your brand new tagline to the top of Google’s search results. Get a free consultation today!

Here are three extra educational resources to help boost  your nonprofit marketing strategy:

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Rebranding Your Nonprofit: 4 Frequently Asked Questions

Rebranding Your Nonprofit: 4 Frequently Asked Questions

Your nonprofit’s brand should be a visual and verbal representation of your mission, values, and personality. And when you first developed it, it likely fulfilled that purpose. But what happens when your organizational identity no longer aligns with your brand identity?

If your nonprofit finds itself in this situation, it may be time for a rebrand! A successful rebranding effort starts with taking a step back to examine who you are as an organization and how your brand strategy can better reflect that. After this initial brainstorming, it’s time to creatively re-envision your messaging and visuals, which you’ll eventually roll out in your nonprofit’s communications.

The rebranding process takes time and effort, and it can quickly become complicated. To help clear up confusion and get your nonprofit on the way to a successful rebrand, we’ll answer the following four frequently asked questions:

  1. When should our nonprofit consider rebranding?
  2. What elements of our brand should we update?
  3. Who should we involve in the rebranding process?
  4. How should we roll out our new brand?

If you launch into your organization’s rebrand and find that you need help, consider reaching out to a creative design agency. These professionals can answer any additional questions you may have and work with you to take your branding strategy to the next level. But before you ask for help, the answers and tips in this guide will help you get the rebranding process started.

1. When should our nonprofit consider rebranding?

Generally speaking, your organization might choose to rebrand when internal and external factors suggest the change could be beneficial. For example, you might consider rebranding when:

  • You’re trying to boost supporter engagement. If you want to attract a new supporter segment or notice that your current brand doesn’t resonate as strongly with your current donor base as it used to, a fresh image can catch supporters’ attention.
  • You want to keep up with current design trends. Maybe your marketing content appears outdated because graphic design practices have moved forward in noticeable ways while your branding has remained the same.
  • Your nonprofit’s values and personality have shifted. For instance, your old pastel color scheme and decorative typography may have represented your organization’s past desire to come across as friendly and inviting. But now, you may want to convey your trustworthiness and professionalism with more streamlined fonts and bolder colors.
  • Your organization has gone through a period of internal transition. Sometimes when a nonprofit’s leadership changes, the new team chooses to rebrand to reflect the new era the organization is entering.

While any of these situations could make you consider rebranding your nonprofit, avoid changing your brand too often. The main purpose of branding is to make your organization recognizable and memorable for your audience, and making significant updates more often than every five or ten years can create confusion. Additionally, before embarking on a rebrand, ensure you have the time and resources available for brainstorming, commissioning, and implementing new brand elements.

2. What elements of our brand should we update?

Even if you wait several years between rebranding efforts, keep in mind that the scope of your updates will likely differ every time. Some rebrands require a full overhaul, while in other cases, you might just need to make a few small changes.

No matter the scope of your rebrand, you’ll likely consider updating one or more of the following elements:

  • Color palette. Colors are naturally associated with specific feelings and ideas, so make sure the brand colors you choose align with your organization’s values. For example, having yellow as a primary brand color shows that your nonprofit emphasizes optimism. However, if you’d prefer to convey passion and strength with your brand, you might start using red as your main color instead.
  • Typography. Make sure your fonts are easy to read and show your nonprofit’s personality. To add visual variety to your content, use two brand typefaces that complement each other. But avoid using more than three fonts to prevent your content from appearing cluttered.
  • Logo. In addition to updating your logo to reflect your new color and font choices, consider whether it would be beneficial to update the style or imagery to reflect your organization’s identity.
  • Messaging. The way you write content is just as important to your brand as the visuals you choose. Review your guidelines for tone, word choice, and style so that your written materials accurately communicate your organization’s values.

Loop’s guide to nonprofit branding recommends compiling all of these elements into a single document so that anyone who works on your organization’s communications has a reference for your brand, helping you develop more consistent content. As you rebrand, make sure to update this document with your new brand elements.

3. Who should we involve in the rebranding process?

Because your brand is a representation of your nonprofit’s identity, it’s important to take multiple perspectives into account as you rebrand. Consider consulting the following stakeholders during the rebranding process:

  • Board members. As your organization’s main representatives in the community, your board can provide both an internal and external perspective on your nonprofit’s mission and values. Plus, they’ll often need to sign off on the rebrand before you roll it out.
  • Staff members. Depending on the nonprofit jobs they hold, each staff member will experience your organization’s day-to-day work differently and therefore will have unique ideas to contribute to the rebrand.
  • Supporters. According to NXUnite, asking for supporter feedback is one of the most effective community outreach strategies. And, because supporters’ recognizing your brand is essential for its success, it’s helpful to get their input on what visuals and messaging would make your organization stand out and stick in their minds.

Getting these stakeholders involved early in your rebranding process not only provides new insights into what will make your rebrand succeed, but it also makes everyone aware that you’re rebranding so they aren’t blindsided when you roll out your updates.

4. How should we roll out our new brand?

There are two main things to keep in mind when you’re ready for your rebranding rollout. First, awareness is essential to ensure your brand remains recognizable. Set a date for your big reveal, and communicate regularly with all stakeholders in the weeks leading up to that day.

Second, make sure your rebrand is rolled out consistently across every marketing channel your nonprofit uses. This includes print communications such as fundraising flyers and direct mail, as well as digital channels like email, social media, and your nonprofit’s website. The more your supporters are exposed to your updated brand, the faster they’ll remember it.


The rebranding process will look slightly different for every organization depending on your goals and current brand. However, you should always go in with a clear strategy for why and how you want your rebrand to take place. Use the tips above to get started, and don’t hesitate to reach out to experts with any additional questions.