This guide will cover best practices and strategies for nonprofit digital fundraising campaigns.

Nonprofit Digital Fundraising Campaigns: 7 Best Strategies

Click to upgrade your digital fundraising campaign with free Google Ads.

When it comes to modern nonprofit fundraising, digital campaigns are one of the most effective ways to spread awareness of your messaging and meet supporters where they are. That is partly due to the sheer number of active internet users, which is 4.9 billion—over 60% of the world’s total population.

Because of the large number of people online, it’s likely that your current supporters and prospective givers spend time online too. If you want to reach your fundraising goals and engage your audience in meaningful ways, you need to meet them where they are. That’s why hosting a digital fundraising campaign is your best bet.

However, with new nonprofit software and donor engagement strategies popping up each year, there are countless digital fundraising campaign trends that you can explore. To help you narrow your focus and streamline your marketing efforts, this guide to digital fundraising campaigns will walk you through the basics and cover the following topics:

To host a successful digital fundraising campaign, it’s important that you understand all of the moving parts. Organizing a campaign is far more than just accepting online gifts—it requires thoughtful planning and strategy. It’s normal to feel overwhelmed when you’re just starting, which is why resources from digital marketing agencies such as ours can be extremely helpful.

Without further ado, let’s dive into a simple overview of digital fundraising campaigns.

What Is a Nonprofit Digital Fundraising Campaign?

This image defines what a digital fundraising campaign is, also covered in the text below.

A nonprofit digital fundraising campaign is a well-thought-out fundraising initiative that happens over an extended period of time, aims for a specific goal, and uses the resources of online software and channels.

You likely won’t get sufficient funding for your nonprofit by just creating an online donation page and linking to it in your email communications. Digital fundraising campaigns need careful consideration and deliberation in their planning and execution. In fact, some of the most effective digital campaigns can span an entire year or recur annually if they’re successful.

With a well-planned and conducted digital fundraising campaign, nonprofits can:

  • Raise awareness of their mission. Digital fundraising campaigns allow your content and stories to take over multiple channels and reach supporters from far corners of the world. As long as they have access to the internet, your donors will be able to see your content.
  • Collect support for programs and initiatives. Nonprofits often raise funds for a specific need that they have. Launching a digital campaign can be the perfect conduit for raising the funds that your organization needs to help your beneficiaries.
  • Build your nonprofit’s reputation. Digital fundraising campaigns do wonders for your mission and for your nonprofit’s larger public image. Some of the best campaigns even get news attention. This can build your nonprofit’s reputation as an impactful and influential organization.

While the main goal of a digital fundraising campaign is usually to generate revenue, that doesn’t mean you can’t also raise awareness of your mission and build your reputation along the way. A well-planned campaign can help you hit all of those goals.

What Are the Benefits of a Digital Fundraising Campaign?

This image lists some benefits of digital fundraising campaigns, covered in more detail in the text below.

Digital fundraising campaigns bring a variety of benefits that in-person fundraising campaigns lack due to their virtual nature. Some of the benefits you can leverage with a digital campaign include:

  • Greater reach. Fundraising online gives you access to individuals you likely would not be able to reach in person. The virtual world spans the entire globe, allowing you to form relationships with a diverse group of new supporters.
  • Cost-effective. Often, digital fundraising campaigns will have lower overhead costs than in-person campaigns. In-person fundraising often involves renting an event venue, purchasing print materials, and other costs that aren’t necessary for digital fundraising.
  • Increased donor engagement. Nonprofit digital fundraising campaigns often occur over a long period of time and involve many activities which encourage long-term involvement from your supporters. This is a great way to get them further invested in your cause.
  • Increased supporter engagement. The internet allows content to be shared much more easily than on in-person channels. With a digital fundraising campaign, your supporters have the opportunity to play a huge role in your success and marketing potential. Ask them to repost your messages and share your online donation page with their friends and family to multiply your reach.
  • Data collection. An important part of fundraising is seeking opportunities and information to improve your nonprofit’s future campaigns. With digital fundraising, you can easily collect and analyze data to assess what you can do better for your next campaign. Over time, you’ll find that your digital fundraising campaigns will be more effective and generate the impact you want.

Ultimately, the core reason why nonprofit digital campaigns are so successful and valuable is that they are targeting your audience where they already are: the internet. The online world is woven into our everyday lives, whether that’s checking email, seeing what’s in the news, or staying connected with friends or family.

Digital campaigns take advantage of this online activity by incorporating your nonprofit messaging seamlessly into your audience’s regular tasks. But to successfully carry out these campaigns, you will need to do some careful planning and use the right tools.

Click to access more resources for digital fundraising campaigns.

What Are the Elements of a Successful Digital Fundraising Campaign?

This image lists several elements of a successful digital fundraising campaign for nonprofits, detailed in the text below.

When planning your nonprofit’s digital fundraising campaign, the exact steps you’ll take and the components you’ll need will depend on your unique mission and audience. However, there are some essential elements that you cannot forgo:

  • SMART goal. Set concrete goals that are specific, measurable, attainable, relevant, and time-based to lay the foundation of what your campaign will look like. Be realistic about what you can achieve, but set a goal that will push your team. If you have multiple priorities, create different goals and list them by priority. That way, you’ll have a great framework for planning the rest of your digital fundraising campaign.
  • Target audience. Establish your target audience to determine who exactly your campaign is reaching out to. This audience can be different or identical to your nonprofit’s overall audience. Keep your targets in mind as you craft your marketing messaging and choose the digital channels through which you’ll relay it. You can further narrow down your audience with donor segmentation and donor personas.
  • KPIs and data tracking. After you determine your campaign goals, consider the key performance indicators (KPIs) you’ll use to determine if you reached your goals. For instance, one of your goals might be to increase the matching gifts you receive. You would measure your digital fundraising campaign’s success based on the number of donors that work at organizations with corporate giving programs and whether you receive a match from their employer. With KPIs, you’ll have a sense of whether your campaign is working and what you could do to improve your results.
  • Nonprofit marketing plan. Even a strong digital fundraising campaign will fail if it is not promoted effectively. When it comes to your nonprofit’s digital marketing plan, it’s best to be as comprehensive and clear as possible so that your team members know exactly what to do. This includes outlining donor segments, coming up with the right messaging, and designing your marketing materials. For help organizing your campaign outreach, check out these nonprofit marketing templates.
  • Digital marketing channels. Thanks to the internet and new online platforms emerging constantly, there are a wide variety of marketing channels your digital fundraising campaign can leverage. Each of them has its strengths and challenges, so you must do careful research to tailor your content to each platform you choose to use. For instance, Instagram is great for posting images and videos, while LinkedIn is best for text-based, professional posts.
  • Digital tools and software. Your campaign will only be as successful as the tools you use and the software you invest in. Some common tools and software solutions that nonprofits use for digital fundraising campaigns include online donation tools, email marketing tools, social media planners, peer-to-peer solutions, online auction software, matching gift software, and more.

Your digital fundraising campaign can bring a great deal of value to your nonprofit’s mission when you maximize your chances of success by carefully outlining all of its essential elements. However, there are many different types of fundraising programs you can host on digital platforms. Before you begin planning your campaign, let’s take a look at some of the different campaign initiatives you might consider launching.

7 Digital Fundraising Campaign Strategies for Nonprofits

This image lists seven digital fundraising campaign strategies for nonprofits, detailed in the text below.

Depending on the resources and tools at your disposal, as well as the audience you’re trying to reach, there are likely tons of digital fundraising campaign trends you can choose from. For the ambitious nonprofit professional, you may even try to combine several of these strategies into one campaign!

That’s why we’ve compiled some of the most effective and versatile campaign strategies for you to explore. Among these top picks, there’s definitely something that fits your unique needs.

1. Google Ad Grants

Leveraging online ads is an important part of any digital fundraising strategy, as digital ads can increase brand awareness by 80%. And one of the best places you can position those ads is Google—for a majority of web users, if they have a query they want answered, they’ll turn to Google’s search function.

Google Ads allows organizations to display advertisements, service offerings, products, and other marketing content strategically in search engine results as well as non-search websites, mobile apps, and videos. That’s why whenever you Google a word like “burger”, there will be a couple of results on top featuring ads from burger companies or restaurants. And since Google owns over 90% of the global search market share, having access to Google Ads can make a world of difference for your nonprofit.

To help nonprofits with their digital fundraising campaigns, Google allows them to apply for the Google Ad Grant. This is a program that offers nonprofit professionals $10,000 in Google Ad credits to spend each month. Plus, any eligible nonprofit can make use of this grant! It’s not just allocated for a few lucky winners like other grants are, and it’s comparatively easy to apply to.

A Google Ad Grants digital fundraising campaign is one of the best ways to get your online content to the forefront and reach your target audience quickly without pushing your marketing budget. To maximize your impact with this program, consider the following tips:

  • Understand your target audience. Much like with any other marketing or promotional effort, you need to understand your target audience and what they want to entice them to click on your ads. Ask yourself why your audience is searching for a specific keyword, and tailor your ad copy to address their needs.
  • Pick the right landing pages. After you understand your target audience and what the intention is behind their searches, use your ads to strategically direct them to landing pages that will fulfill that intent. For example, if someone searches for nonprofit volunteer opportunities near them, direct them to your volunteer landing page.
  • Develop great web content. Getting your audience to your website is half the battle for your digital fundraising campaign. The other half is enticing them to stay on your site and make a gift to your nonprofit. To do so, develop professional-looking web content that positions your organization as credible—that way, viewers will trust your nonprofit and be more likely to donate.
  • Track ad campaign performance. Evaluate how well your ads are performing by tracking relevant data through Google Analytics, such as the number of website visitors and average session duration. Assess these values and consider what you can do to improve them, whether that’s improving your web content or site accessibility.
  • Experiment with ads. Once you create your ads, they aren’t set in stone. Feel free to experiment with their titles and copy, making tweaks to improve them and drive the conversions you hope for. For example, if you’re not getting the number of web visitors that you want, consider how you can make your ads more appealing to generate more clicks.

To fully maximize the potential of the Google Ad Grant for your digital fundraising campaign, your nonprofit will need to have an in-depth understanding of search engine optimization (SEO) and marketing principles. This can be difficult if your team members have no experience with SEO. Fortunately, there are marketing organizations out there that are happy to help.

If you have the budget to spare and want to ensure the solidity of your Google Ad Grant strategy, partner with a Google Ad Grant agency like Getting Attention. These agencies perform a variety of services, from setting up your Google Ad Grant account to managing your ad campaigns to ensuring your website’s content is valuable and promotable. They’ll bring their experience and expertise to your nonprofit, ensuring that you use your grant funds to their fullest potential.

Click to book a consultation with Getting Attention for your digital fundraising campaign.

2. Matching Gift Campaign

Matching gifts are a corporate philanthropy initiative in which employers will financially match donations that their employees make to eligible nonprofit organizations. In a nutshell, here’s how they work:

  1. An employee makes a donation to your nonprofit.
  2. The employee submits a matching gift request to their employer.
  3. The company also makes a donation to your nonprofit based on a fixed match rate. Companies will usually match gifts at a 1:1 ratio, but some match at a 2:1 or 3:1 ratio.

The only catch? Not enough eligible donors even know about this opportunity! In fact, according to Double the Donation, around $6 to $10 billion in matching gift funds go unclaimed each year, mostly because of this lack of awareness.

When conducting a digital fundraising campaign focused on matching gifts, your main goal should be to raise awareness of this program. Inform supporters that they can increase their support without having to reach into their own pockets. Here’s what you’ll need to consider when conducting your matching gift campaign:

  • Market on all possible channels. By doing so, you’ll ensure as many people as possible are aware of the matching gifts opportunity. Leverage platforms that allow for greater outreach, such as social media and email.
  • Create a dedicated matching gift page. Include all the information needed to answer the frequently asked questions your donors have. Be sure to link to your donation page to make it convenient for supporters to make a gift and have it matched.
  • Bring together a matching gifts team. This team will be dedicated to ensuring that matched gifts are followed through. You might even invest in a matching gift software solution to help your team track eligible donors and follow up with them.
  • Incorporate matching gifts in the giving process. You can do this by embedding a searchable matching gift database into your donation page so that donors can quickly look up if their employer will match their gift.

When it comes to digital fundraising campaigns, don’t overlook the power of matching gift programs. Roughly two to three billion dollars are donated through matching gifts annually, and there’s been an increase in companies offering matching gifts to their employees over the last three years as well, from 12% to 51%.

As you incorporate matching gifts in your digital fundraising campaign, keep track of relevant data and analytics. This way, you can also notice any trends of where your matched donors are working and even make way for additional corporate partnership opportunities.

3. Email Marketing Campaign

Email marketing is probably one of the most common ways that fundraisers will leverage digital tools. An email series for a digital fundraising campaign will likely span weeks or even months, slowly introducing its readers to an upcoming event or new announcement. At the end of the series will be a direct call to action to show support, like a request for gifts and a link to your donation page.

However, email’s popularity can also be a detriment—the average person can get up to 121 business-related emails every day. How can you ensure that your own email marketing efforts stand out from the crowd and are actually read?

Here are some tips we recommend when it comes to email marketing:

  • Personalize your messages. Did you know that emails that include the first name of the recipient in the subject line have a higher click-through rate than those that don’t? Use your fundraising system to personalize your emails by including your audience’s preferred names in your messages. Saying “Hello David” is much more appealing and genuine than using “Dear Donor,” and tells readers that this message is meant specifically for them.
  • Segment your audience. Your donors are made up of individuals with their own unique interests. Make your appeals more meaningful by segmenting your email recipients based on common traits instead of addressing your entire audience as one group. Segment donors based on demographics such as age and location, previous experiences with your nonprofit, and giving history. These donor segments have different needs and will respond to messaging in different ways, so creating targeted strategies for each is your best bet to ensure that they open your emails.
  • Include important calls to action. The success of your digital fundraising campaign depends on the actions that you inspire your supporters to take. Remember to always include a call to action in your email messaging. Otherwise, readers will simply absorb information and not know what to do with it after! For example, you can ask readers to support you by following your social media accounts and include a direct link to your profile pages.

Although most individuals who receive your email newsletters are supporters that are invested in your nonprofit’s work, sometimes individuals who aren’t as passionate will end up on your email list. Or, maybe circumstances change and they are no longer interested. If an individual expresses that they’d like to opt out of your email series, make sure that you let them. Use this as an opportunity to ask them what they liked or didn’t like about your emails, and adjust your strategies accordingly to increase email subscriber retention in the future.

Digital fundraising campaigns that occur through email marketing can be complicated to organize and run. You’ll need to draft all your emails well in advance for each of your supporter segments to ensure maximum engagement. To help ensure your success, consider investing in a comprehensive email marketing tool and an integrated CRM system. Not only will these solutions help you manage your emails, but they’ll also help automate the personalization process, making your operations more efficient and effective.

4. Virtual Fundraising Event

Virtual fundraising events have been rising in popularity, especially in the past year. They are the perfect accompaniment to digital fundraising campaigns, allowing you to leverage many of the same benefits.

While a technology-driven event might seem not as genuine as an in-person one, virtual fundraising events allow for more creativity because of their flexibility. In fact, the following fundraising events can be even more successful when hosted virtually:

Some ideas for virtual events for your digital fundraising campaign include:

  • Galas. Virtual galas are proof that online events can be just as glamorous as in-person events. Livestream entertainment and speakers, and host fundraising activities to generate the revenue you need for your digital fundraising campaign. You’ll sell even more tickets than you would for an in-person event since people can attend from any location.
  • Auctions. Auctions are well-suited to the virtual sphere. Procure high-value items to auction off and invest in a remote auction tool that allows attendees to conveniently bid on items they’re interested in. The highest bidder will win the item, and the proceeds will go toward your fundraising campaign.
  • Webinars or panels. Invite nonprofit leaders and experts to discuss topics related to your digital fundraising campaign. Engage your audience in a unique way by allowing them to ask questions directly through a live chat. Some guests will be more inclined to participate this way, since speaking to a crowd virtually may be less intimidating than asking a question in front of a large in-person audience.

Unlike in-person events, virtual events are more accessible to a wider audience. Supporters will be free to attend from the convenience of their homes, cutting down on commute times and travel costs. Additionally, you can record your virtual events, so that even if some of your supporters can’t attend due to other commitments, they can watch your event and donate after the fact. This will help your digital fundraising campaign by allowing you to reach a greater number of interested individuals.

5. Social Media Campaign

When organizing a digital fundraising campaign, be sure to include social media as part of your strategy. Social media platforms are a great vehicle for outreach, as they allow you to interact with a wider audience that you may not otherwise have come into contact with.

Nonprofits that post on social media platforms see great success with inspiring supporters to give. In fact, 32% of donors are most likely inspired to give via social media. These platforms have become one of the most engaging and meaningful ways for nonprofits to engage with their supporters and release exciting news.

However, with the variety of social media platforms out there, it can be difficult to decide where to funnel your content. Carefully consider the following platforms and how they can support your digital fundraising campaign:

  • Facebook. A social media platform that boasts almost 3 billion monthly active users, Facebook allows you to gather your supporters in one place. Post updates and announcements on your page about your digital fundraising campaign. You can also take advantage of Facebook’s fundraising tools to add a donate button to your page and empower supporters to create fundraisers on your behalf.
  • LinkedIn. LinkedIn is an online professional network and is a perfect place to post updates about your organization and operations, as well as connect with viable volunteers or employees. It’s also a great place to find potential corporate sponsors for your digital fundraising campaigns.
  • Instagram. This social media platform is entirely based on images and short videos, both of which offer great opportunities to connect emotionally with your supporters. Create professional and creative visual content to draw their attention and encourage further engagement with your digital fundraising campaign. Your followers can easily comment on your posts and interact with your stories, creating an engaging environment for supporters.
  • TikTok. While a majority of Facebook and Instagram users are 18 to 34 and LinkedIn’s users are even older, TikTok’s users are much younger. This social media platform is perfect for connecting with Gen Z through short-form video content. There are tons of “viral trends” to try out, so consider relating your nonprofit messaging to these fun formats.

Rather than trying to master every one of these channels, we recommend that you focus on the platforms you already have the most engagement and content on. Thoughtfully create your content to bring attention to your ongoing digital fundraising campaign and encourage your audience to make donations and show their support for your nonprofit.

Click to access more resources for digital fundraising campaigns.

6. Peer-to-Peer Fundraising

Peer-to-peer fundraising is a fan-favorite fundraising idea because it leverages the passion and energy of your supporters. Plus, it’s one of the most valuable ways to promote your nonprofit’s mission and reach new prospects you might have never had before.

Here’s how this type of digital fundraising campaign works:

  1. Recruit passionate volunteers from your supporters to fundraise on your nonprofit’s behalf.
  2. Set each volunteer up with their own personalizable fundraising page, so they can share what your organization means to them.
  3. Encourage them to share this page and reach out to friends, family, and other peers on social media.
  4. Individuals will donate to your nonprofit’s digital fundraising campaign by clicking on their loved one’s peer-to-peer page and making a gift there.
  5. Track how much each fundraiser raises to make a fun and healthy competition out of it!
  6. Show your genuine appreciation and thank your volunteers when the campaign is over.

Peer-to-peer fundraising is one of the best ways to reach new audiences without having to do most of the legwork yourself. It’s important that you properly train your volunteers and provide them with all of the necessary resources to succeed. Ensure that your staff members are available to answer questions and otherwise assist your volunteers so that they have a positive experience as they help you fundraise.

7. Text Fundraising Campaign

Text fundraising is a form of digital fundraising that connects with your supporters through their most frequently used devices — their mobile devices. With a text fundraising tool, you can:

  • Send marketing messages directly to mobile phones.
  • Accept gifts through text messages.
  • Thank donors who have given.

This is a valuable way to increase engagement with your supporters and establish consistent communication with them. Just make sure you have their permission to accept outbound texts. You can get each donor’s preferred cell number and their confirmation to opt into texts within something as simple as your donation form!

Examples of Nonprofit Digital Fundraising Campaigns

Now that you know of the variety of strategies your nonprofit can utilize for digital fundraising campaigns, let’s take a look at some successful campaigns:

  • ALS Ice Bucket Challenge. The ALS Ice Bucket Challenge was held in 2014, and it went viral in July and August of the year. It challenged participants to pour a bucket of ice water over their heads to promote awareness of amyotrophic lateral sclerosis (ALS) and encourage donations to research associations. The ALS Ice Bucket Challenge allowed the ALS Association to increase its annual funding for research around the world by 187%.
  • The Red Cross’s Haiti Earthquake Relief Effort. This digital fundraising campaign was held by the Red Cross in 2010 to help Haitians affected by the earthquake by providing food, water, shelter, medical care, and other essentials. This campaign implemented a text fundraising strategy by asking supporters to “Text HAITI to 90999” to donate $10. The Red Cross raised tens of millions of dollars to help more than 4.5 million Haitians, making this digital fundraising campaign a huge success.
  • Children’s Miracle Network Hospitals’ Extra Life Campaign. The Extra Life campaign is an annual digital fundraising event held by the Children’s Miracle Network Hospitals. Participants sign up to play games from home or online and ask friends and family to donate to your fundraising. There are Game Days every year, and the funds raised go towards helping children get the medical care they need.

Digital fundraising campaigns can take a variety of shapes and forms, making them a great choice for nonprofits that are willing to get creative. As you create your own campaigns, explore other great marketing and advertising examples for inspiration, and don’t be afraid to take your fundraising to the next level by augmenting it with technology.

Who knows? You might see success just like the three organizations above did!

Additional Resources

If you want to increase your fundraising efforts, engage supporters in meaningful ways, and meet new prospects, embarking on a digital fundraising campaign is your best plan of attack. Go past simply sharing your online donation page and use our tips above to take your campaign to the next level.

To continue your research and become an even better fundraiser than before, explore our additional resources:

Click to subscribe to Getting Attention’s newsletter to learn expert strategies for your digital fundraising campaign.

Learn all about how to apply for Google Grants in this guide.

How to Apply for Google Grants: Get Approved in 4 Easy Steps

Are you looking to drive traffic to your nonprofit’s landing pages without breaking the bank? The Google Ad Grant program will help you do exactly that! After completing the Google Grant application process, you’ll receive $10,000 every month to spend on Google Ads.

Whether you’re an advocacy organization looking to boost petition signatures or an animal shelter aiming to increase volunteer signups, Google Grants can empower your nonprofit to broaden its reach, enhance its search visibility, and drive conversions at exponential rates. As long as you meet all of the Google Grant requirements and follow the proper steps, you’ll get your application approved in no time.

In this guide, we’ll dive into the basics and steps of how to apply for Google Grants! Here’s what we’ll cover:

At Getting Attention, we’re a Google-certified Google Ad Grant Agency devoted to helping nonprofits make the most of the Google Ad Grants program. We know exactly how to apply for Google Grants and get approved on the first try. Let’s start our journey by answering some of the most common questions that nonprofits have about the program.

If you’re not sure how to apply for Google Grants or need some support during the process, reach out to Getting Attention for help.

Google Grant Application FAQs

Before diving into the required steps for applying for Google Grants, let’s run through a few of the most common questions that nonprofit professionals have when they first start looking into the program.

What is the Google Grant?

The Google Ad Grants program enables nonprofits to acquire valuable search engine ad space at no cost. The grant supplies eligible organizations with $10,000 in Google Ad credits every month to put toward driving traffic to their websites’ most important content.

Since Google generates more than 80% of desktop search traffic in the United States alone, this program has the potential to boost your nonprofit’s visibility and generate more support for your cause. All you have to do is follow the required Google Grant application process and get approved.

Google Grants can benefit nonprofits in a variety of ways, including:

These are the benefits you can expect from successfully applying for Google Grants.

  • Increasing conversion rates
  • Attracting new donors, volunteers, and other prospects
  • Engaging and strengthening relationships with existing donors
  • Marketing multiple ad campaigns simultaneously
  • Analyzing and tracking campaign performance
  • Learning the needs of online supporters and how they prefer to engage

Action Against Hunger is one of many nonprofits that have benefited from the program, driving 158,000 visitors to its website and raising over $66,000 in just 12 months thanks to Ad Grants. However, the Google Grant has several specific guidelines that determine an organization’s eligibility to participate in the program.

How do I get a Google Grant?

There is a pretty lengthy Google Grant application process that your nonprofit must follow, from verifying eligibility to creating relevant accounts to producing your first ad campaign.

The goal is to confirm that you’re a trustworthy nonprofit that will benefit from the program and promote content users will find valuable. To save time and ensure that your application gets approved the first time around, consider outsourcing the work to Google-certified Google Grant experts like Getting Attention.

If you’re not sure how to apply for Google Grants or need some support during the process, reach out to Getting Attention for help.

How long will it take to apply for Google Grants?

The actual Google Grants application itself doesn’t take long to fill out or get approved. However, you’ll need to complete some pre-qualifying steps that may take some time.

For instance, if you’re already registered with Google for Nonprofits, the Google Grant application process will likely take anywhere from 2 to 14 days. Otherwise, you’ll need to apply and await for approval for a Google for Nonprofits account first.

4 Steps to Apply for Google Grants

To set you up for success, let’s explore each step in the Google Grants application process in more detail:

These five steps walk through how to apply for Google Grants and get approved for the program, discussed in detail below.

1. Check your Google Grants eligibility status.

To qualify for a Google Ad Grant, your organization must meet several criteria. Check your eligibility upfront to ensure that the time and effort you invest in the application process pay off.

Before you start learning about how to apply for Google Grants, take a look at these criteria to determine your eligibility.

Given that the program is available in over 50 countries, be sure to locate the specific guidelines of your current location. In the United States, the following is required to be eligible:

  • A current and valid charitable status, which in the United States means registering as a 501(c)(3) organization with the IRS.
  • functional website containing valuable content that is relevant to the nonprofit’s mission.
  • Adherence to Google Grant program policies, including registration with Google for Nonprofits.
  • An SSL (Secure Sockets Layer) certificate, indicating that your online domain is secure.

Outside of these eligibility requirements, there are specific types of nonprofits that are ineligible, regardless if they meet the above requirements. These include:

  • Government entities and organizations
  • Hospital and healthcare organizations, though nonprofits working in the healthcare space (such as breast cancer research or Alzheimer’s awareness organizations) are still eligible
  • Schools, academic institutions, and universities, though philanthropic arms of educational institutions still qualify

If your organization falls within one of these ineligible categories, consider conducting further research into similar initiatives that do apply to your nonprofit. For example, Google for Education offers separate benefits for educational institutions.

However, if your organization does not fall into one of the above categories, you’re free to apply for the Google Ad Grant! For example, if your church is looking to reach out to the community for more congregation members, consider applying for this program.

Additional Google Grant application requirements

Once you’ve evaluated your initial eligibility, you’re almost ready to start moving through the Google Grant application process. However, there are a few more requirements you should meet before you officially get started.

Some of the most important Google Ad Grant requirements include:

  • Having a fully-functional website to which the ads placed on the Google results page will link.
  • Ensuring your site does not already contain revenue-generating ads, such as Google AdSense.
  • Having the ability to manage Google Ads campaigns, meaning you’re able to evaluate keywords for relevancy, accuracy, and timeliness on a regular basis.

Doing as much preparation as you can upfront will help you move through the actual application much quicker.

2. Create a Google for Nonprofits account.

The next step is to register for a Google for Nonprofits account. Beyond Ad Grants, Google for Nonprofits offers an array of advantages for growing awareness for your mission. Some of the most useful perks you’ll receive include:

  • The YouTube Nonprofit Program, which empowers nonprofits to spread the word about their organization through visual storytelling. Using videos as a method for telling your nonprofit’s story will inspire empathy for your cause, form connections within your community, educate mass audiences, and much more.
  • Google Earth and Maps, which helps share compelling data visualizations and highlight your organization’s impact.
  • Google Workspace, which offers complimentary access to Google’s most useful apps, such as Gmail, Docs, Drive, Calendar, and Meet.

As you begin applying for Google Grants, these are the apps you'll have access to through Google for Nonprofits.

If this seems like an offer you can’t refuse, follow these steps to successfully apply for a Google for Nonprofits account:

  1. Visit the Google for Nonprofits registration page.
  2. Agree to Google’s non-discrimination statements.
  3. Fill out the subsequent forms, including contact and organization information.
  4. Submit your request and await a response!

Additionally, as part of getting started with Google for Nonprofits, you’ll be prompted to register with Google’s primary nonprofit verification partner, Percent. The process for registering with Percent can be completed through the Google for Nonprofits’s portal, and Google will submit your form to Percent after your complete it.

Make sure you’re signed in with an email address that you check frequently when you create your Google for Nonprofits account. Whatever address you use is where Google will send updates about your account, which also include any outreach about your Google Ad Grants account once you get it up and running.

3. Prepare your website for your Google Grant application.

When you apply for Google Grants, they’ll require you to submit your website, then they’ll evaluate it to ensure you have useful content that users will find trustworthy.

Google will run through a checklist of conditions regarding the quality of your website before approving your application. Beyond getting your Google Grant application approved, improving your nonprofit’s website will help you develop much more valuable ads that users will actually interact with.

Let’s explore a few website optimization tips that will maximize your application chances.

Include your EIN and mission statement

Google requires you to have a clear description of your organization, its mission, and its activities on your site. Doing so is not only crucial for getting your Google Grant application approved, but it also improves your credibility with website visitors and helps them determine whether their values align with your work.

While Google doesn’t require you to display your EIN (in the case of U.S.-based nonprofits), doing so doesn’t pose any security threats. It simply shows that you’re a registered 501(c)(3) organization to anyone who might be considering donating, volunteering, registering for an event, or sharing any sensitive information with your team.

You can display your EIN by including it in your website’s footer, so it will automatically show up on every page of your site without interfering with your website’s design.

Implement the proper security measures for your website

To meet the Google Grant requirements, your nonprofit’s website needs to be secure and trustworthy. The main way to do this is by securing an SSL (Secure Socket Layer) certificate. This encrypts any data that’s transferred on your site, so if someone’s donating, their payment details, name, address, and any other sensitive information they share will automatically be encrypted.

You can check whether a website is encrypted by looking at the URL. If the web address begins with https instead of http, that indicates that it’s SSL-certified. Google Chrome will even mark sites that don’t have an SSL certificate as ‘Not Secure’ in the address bar. Not having an SSL certificate is a quick way to turn visitors away from your website, since they’ll automatically consider your site to be untrustworthy.

As you learn how to apply for Google Grants, note that you'll need to obtain an SSL certificate for your nonprofit's website.

Additionally, having an SSL certificate is an effective way to improve your organic traffic. According to Google’s Transparency Report, Google Chrome users on Windows, Android, and Mac all spend over 90% of their browsing time on HTTPs sites. Google, among other search engines, uses SSL certification as a ranking factor. Not having an SSL certificate can actually hurt your rankings!

To obtain an SSL certificate, Hubspot recommends that you verify your website’s information through ICANN Lookup, generate the Certificate Signing Request (CSR), validate your domain by submitting your CSR to the Certificate Authority, and install the certificate on your website.

Optimize your site

Overall, your website should be visually attractive, easy to navigate, and filled with valuable content. To optimize your website and maximize your Google Ads conversions, focus on these primary areas:

  • Landing pages. Your landing pages are the most common pages you’ll promote via Google Ads. This might include your donation form, volunteer signup page, or event registration page. Since you’re driving traffic to these pages, you want to optimize them to inspire users to actually fill them out.
  • Load times. 40% of users will abandon your site if it takes more than three seconds to load. You can quicken your load time by compressing your images, reducing the use of third-party plugins, and minimizing the amount of unnecessary code on your site.
  • Navigation. Keep visitors on your site by only putting your most important pages in your navigation menu and consider including a search feature for all other content.
  • Branding. If a user clicks a link and thinks they’ve somehow ended up on another site, that can come across as untrustworthy. Make sure every page on your site aligns with your nonprofit’s brand by including your official colors, logo, and voice.

Is your nonprofit’s website ready for your Google Grants application? Download our Google Grants website checklist to find out.

Professional help is the most reliable resource for making the most of your site through Google Ad Grants. A Google Grants agency like Getting Attention that’s a recognized Google Partner will ensure that your website is up to par and optimized for the user experience.

4. Submit your Google Grant application.

Once your Google for Nonprofits account is approved, you’ll receive an email from Google, and you can finally apply for Google Grants! You can find the most up-to-date activation steps in your Google for Nonprofits account. Here’s what the process currently looks like:

Here's how to apply for Google Grants once you've created your Google for Nonprofits account.

  1. Log into your Google for Nonprofits account. Within your account, click ‘Products’ and then ‘Get Started’ under Google Ad Grants.
  2. Click the eligibility form link. This will prompt you to fill out an assessment with basic information such as your nonprofit’s official name, website URL, and details regarding your goals with the program. This should only take around 20 minutes.
  3. Return to the Google for Nonprofits homepage. Click the checkbox to verify you’ve completed the form. Then, hit ‘Activate’ to submit your organization for review by the Google Ad Grants team. Normally, they’ll review your application within a few business days.
  4. Accept the invitation. Once you’ve been approved, accept the email invitation from the Google Ad Grants team. You’ll also need to accept the billing profile, which you’ll receive in a separate email. From here, you can start running your Google Ad campaigns and will automatically receive $329 in ad credits per day so long as you maintain compliance with the program’s rules.

At this point, you’re all ready to start creating your campaigns, spreading your message, and connecting with new prospects online.

Advice for completing your Google Grant application

If you’re eligible and follow the provided steps, you’ll more than likely get approved. Even if your application is denied the first time around, Google’s team will provide you with a reason why so you’ll have clear next steps on how to get approved.

Some best practices for maximizing your chances of success include:

  • Not entering any credit card information, even if prompted to do so. If you receive any emails or any pop-ups requesting payment details, don’t provide any. There will likely be a red bar at the top of your Google Grant Application, but you should ignore it. Sharing billing information means you’ll be setting up a paid standard account, not a Google Grants account.
  • Noting your customer ID number within your Google Ad Grant account. You can find this in the top right corner of the page, written in this format: XXX-XXX-XXXX.
  • Putting thought behind the eligibility form questions. Some questions have a straightforward answer (such as your nonprofit’s website URL). However, the form also asks questions that will impact your Google Grant experience, such as how you’d like to learn more about the program. Think through what will be most useful for your organization so the Google Grants team can tailor the program to your preferences.

If you’re still confused about the process or you simply don’t have enough time in your day to apply, we fully recommend reaching out to a professional Google Grants agency. Our team is happy to chat about your needs and handle the entire Google Grant application process for you!

What to Do When Your Google Grant Application Gets Approved

Learning how to apply for Google Grants was the easy part! Now you have to create highly targeted campaigns and ensure you’re meeting the program’s compliance requirements.

While your best bet for success is to outsource account management to a Google-certified grants agency, here are the immediate next steps your team should take after getting approved:

Configure your Google Ads account

To start leveraging your grant money, you must set up your first few campaigns. Within Google Ads, you’ll find the Campaigns tab on the navigation bar to the left.

Keep these tips in mind to configure a well-organized account:

  • Follow the required account structure. Within each of your campaigns, you should have at least two ad groups. Within each ad group, you should have at least two active ads.
  • Do plenty of keyword research. To choose ideal keywords for your campaigns, pinpoint search queries that receive a decent bit of monthly traffic and relate to your mission. Google even has a keyword quality score tool that will check the expected CTR, ad relevance, and landing page experience for your different campaigns.
  • Enable Sitelink Extensions. These will allow you to link to specific parts of your website below your ads. This gives users additional options to click and interact with your cause. Typically, these include other pages relevant to the ad, like donation or volunteer signup pages. To enable this, click the Ads & Extensions tab in your Google Ads page menu on the left.

After you’ve learned how to apply for Google Grants and gotten approved, enable sitelink extensions to fulfill the program requirements.

If you’re interested in learning more about setting up high-performing campaigns, check out our ultimate guide to optimizing your Google Grant account. In it, we dive into account management tips and requirements that will help you connect with your audience.

Meet Google Grants compliance requirements

To ensure your account remains in good standing with the program’s rules, keep an eye on these essential components:

  • Account activity. Log into your account at least once a month and update it every 90 days to prove to Google that you’re still using the grant funding.
  • Ad relevance and geotargeting. Be sure that your ads have specific relevance to their audience. You can do this by including geotargeting, so Google knows their users are receiving ads relevant to them.
  • Monthly keyword evaluation. Google requires a Keyword Performance Report once a month to ensure that you are optimizing your keywords for the best results.
  • A minimum of 5% click-through rate (CTR). You must have at least a 5% CTR, starting at 90 days post-approval. This ensures that your ads are actually useful to users and relevant to their search intent. Accounts that fail to meet this requirement will be notified, and if they fail to meet a 5% CTR for two consecutive months, those accounts will be suspended.

Google implements these requirements to ensure that you’re actually generating value from the program. Failing to meet these compliance requirements will result in account deactivation, so keep an eye on your account and continue optimizing your ads over time!

How an Expert Can Help You Apply for Google Grants

To see meaningful results from this marketing grant, you need consistent upkeep, performance tracking, and compliance with Google’s official account requirements. With the weight of running a nonprofit already on your shoulders, this may seem like a lot to handle. Have no fear—that’s why Google Grant agencies exist.

From application to account management, Google Grant agencies like Getting Attention that are official Google partners will ensure your success every step of the way. Some valuable areas of assistance include Getting Attention offers include:

A professional agency will make sure you understand how to apply for Google Grants and assist you throughout the process.

  • Applying for Google Grants. Our agency will check your eligibility, help you get registered with Google for Nonprofits, and fill out your Google Grant application. There’s no need for you to even understand how to apply for Google Grants beforehand since we’ll walk you through the entire process!
  • Creating, maintaining, and optimizing ad campaigns. Since you need three to five ongoing campaigns to generate real results, our professionals will continuously track their performance and refine strategies to improve your results over time.
  • Optimizing website content. Google Grant agencies like ours can help keep your website in the best shape via continual keyword research.
  • Maintaining account upkeep. To avoid grant suspension due to poor account maintenance, we can help make sure your organization is in constant compliance with Google Grant guidelines. This way, you’ll never have to worry about going through the account reactivation process.

If you’re curious about the role that an agency will play in Google Grants management, our team is happy to chat! Reach out to our team to discuss how we can support all your Google Grants needs, from applying to the program to researching the best keywords for your cause.

Final Thoughts on Applying for Google Grants

The Google Grants program is a wonderful opportunity for any nonprofit looking to amplify its digital marketing strategies. All you need to do is learn how to apply for Google Grants and then configure your Google Ads account according to your goals.

All of this information may feel a bit overwhelming, but the opportunity to utilize $10,000 a month of free Google Ads spending is worth weathering the confusion. Contact us today for a free consultation with our agency to help plan the best Google Ad Grants strategy for your nonprofit.

In the meantime, learn more about the program and maximize the success of your ad campaigns with these great resources:

Get a free consultation with Getting Attention to learn how to apply for Google Grants and explore how we can help you get approved.

With tips and examples, this article will discuss ways you can improve your nonprofit branding strategy.

Your Nonprofit Branding Strategy Can Probably Be Better

A well-defined and recognizable brand can do wonders for any organization or business.  Recent studies have shown that 26% of nonprofits have rebranded in the past two years — and of these, around half (47%) have already seen an increase in revenue. This means that if you think your branding could be improved, you’re probably right. 

Click here to see how the Google Ad Grant can get more people to see your nonprofit branding strategy.

To help you learn how to take your nonprofit branding strategy to the next level this guide will cover:

At Getting Attention, nonprofit marketing is our specialty. By harnessing the power of the Google Ad Grant, we connect nonprofits with the right audiences to drive impact and build support.

Why Does Nonprofit Branding Matter?

It takes anywhere from 17 to 50 milliseconds for people to form a first impression about your brand. Use a bulletproof nonprofit branding strategy to make the most of these precious few seconds.

Effective branding makes your nonprofit more easily recognized. This directly affects whether people see your messaging and feel compelled to take action. 

This is why it’s so important to create branded content and messaging. With the right strategy, supporters can build a relationship with your brand and instantly recognize and trust it. Think about the American Red Cross—as soon as you see it, you know exactly who this organization is and what they do. To summarize, nonprofit branding is important because it:

This image explains the four reasons why nonprofit branding is important.

  • Differentiates your organization: Your nonprofit should be recognized for your own incredible work, which means it’s important to stand out from other similar organizations. Therefore, your brand will need to be representative of your organization’s unique values and mission.
  • Cultivates trust: Effective and consistent branding ensures individuals that your organization is legitimate and well-known. The more they see your logo or hear your name, the better.
  • Increases social awareness: The more people see your branding, the more people will know about your mission and need.
  • Builds a solid reputation: When your nonprofit brand touches your entire community, supporters will much more easily regard you as trustworthy and highly reputable.

Thoughtful branding execution is an ongoing process. Your nonprofit branding strategy is made of several moving parts that must be managed to create a memorable These moving parts are consolidated into your nonprofit brand guide.

Essential Nonprofit Brand Guide Components to Improve

Who is your organization? A descriptive answer to this question should be captured in your nonprofit brand guide.

This document contains your brand “rules” and ensures that your marketing team is on the same page concerning all components. Without these rules, your branding will be inconsistent and unrepresentative. Your brand guide should be detailed and include use cases for both digital marketing and print materials.

Here is what to include for both messaging and visual elements:

This image shows what components to include in your nonprofit branding strategy within your brand guide.

Your Name

It’s common to have different names depending on which region your headquarters occupy. Additionally, some organizations decide to go by acronyms. Take  M.A.D.D. or Mothers Against Drunk Driving for example. In this case, the acronym carries an emotional meaning that underlies the group’s cause. Most likely, you’ve already landed on your nonprofit name. To test its effectiveness, ask these questions:

This image includes questions that address the effectiveness of your nonprofit branding strategy.

Hopefully, you have answered “yes” to the above questions. If not, it’s time to re-evaluate your nonprofit name to be sure it accurately reflects your organization’s values.

Mission statement

Your mission statement is the core purpose of your nonprofit organization. When crafting your own nonprofit mission statement, make sure to include WHY your nonprofit exists, WHO your nonprofit is helping, and HOW your nonprofit serves them. Your WHY of your mission statement explains your vision, or how your organization would like positive change the world.

For example, The Nature Conservancy captures its mission and vision statement in a memorable and concrete way:

Mission: “To conserve the lands and waters on which all life depends.”

Vision: “A world where the diversity of life thrives, and people act to conserve nature for its own sake and its ability to fulfill our needs and enrich our lives.”

The above points answer WHAT the organization is helping (lands and waters) and WHY (to increase the diversity of life). The Nature Conservancy’s “See Our Priorities” link captures the HOW of their nonprofit mission and breaks it down into goals to meet by 2030.


Your tone describes how you communicate as an organization. Are you urgent or excited? Welcoming or focused? Your chosen tone is an aspect of your overall nonprofit personality and should be representative of how you approach your cause.

A practical application of tone is your tagline. It should be short, catchy, and representative of your mission. For instance, the Montana Historical Society uses the tagline “Big sky, Big land. Big history” to encompass its promise to uphold Montana tradition.


The colors you choose for your nonprofit branding can greatly influence how your audience feels when they see your organization out and about online or in person. When determining the best colors to represent your brand, try to think of the emotions that colors evoke.

For instance, green is often associated with nature while red is associated with passion or urgency. To get a full view of brand color associations, refer to this guide:

This image pictures color associations you can refer to when finalizing your nonprofit branding strategy.

  • Red: Represents energy, urgency, and passion. Many health-related organizations use this color.
  • Purple: Evokes royalty and creativity. It can also evoke stability as many religious organizations use this color.
  • Blue: Exhibits trustworthiness, openness, and faith. Human rights organizations use blue to back their missions of providing humanitarian aid.
  • Gray: Indicates simplicity and neutrality. Organizations that use this color offer a calmer aesthetic.
  • Green: Pictures growth and stability. Many conservation-based or environmental organizations tie in their values with green.
  • Yellow: Elicits a playful or urgent emotional response. Yellow is also used to demand attention and spread awareness.
  • Orange: Encompasses a friendly and warm tone. Wildlife rescue groups commonly use this color.
  • Pink: Represents creativity and innovation. Many movements in the 2SLGBTQ+ utilize this color.
  • Black: Indicates boldness and seriousness. Several justice groups use this color to mobilize their mission.

As you finalize your color palette, be mindful of existing color associations. For example, pink is also tied to the breast cancer awareness movement. Other considerations include political party and international color meanings.

It’s best to choose one primary color and 2-3 secondary colors to complement it. This way, your branding will remain simple and impactful.


Your logo is the center of your brand. It’s the image that people remember most and will recognize the easiest. Using your logo consistently helps create an association to your brand and builds the relationship supporters have with your nonprofit’s content. There are three types of logos to consider:

  1. Wordmark logos include your nonprofit name and can be more useful if your organization is not well-known
  2. Symbol logos include only the symbol of a nonprofit such as the YMCA’s “Y” symbol.
  3. Combination marks capture your mission by showing your name and a symbol. These are the most common logo type.

Whichever you choose, ensure your logo evokes the right emotion and is communicative of your mission.


Your font choices should align with your colors and logo. Sans serif fonts are a popular choice due to their readability and straightforwardness.

Consider selecting two fonts from the same family with different weights to add hierarchy to your visual brand. Use the heavier font weight for headlines and the lighter font for descriptions.

5 Nonprofit Branding Strategy Best Practices

Now that you’ve nailed your nonprofit brand guide, it’s time to explore how to use it to turn more heads and inspire greater support. Consider these best practices to catapult your nonprofit branding forward, connect with your audience, and deliver your messaging in ways that inspire support:

  1. Make your branding stand out: There are more than 1.5 million nonprofit organizations registered in the U.S. alone. Find ways to make your nonprofit stand out from the crowd to garner the necessary support. This is especially important for nonprofits with similar missions.
  2. Craft a compelling story: As you now know, nonprofit branding is more than just what your website and social media posts look like. It involves how you connect and communicate your stories. To take your branding to the next level, consider employing nonprofit storytelling methods. This is one of the most powerful ways to build your brand, cultivate trust with your audience, and promote your mission.
  3. Use branding on multiple channels: Branding should represent your organization consistently regardless of its platform. The marketing channels you use are incredibly important especially if you want to build relationships with donors and reach new prospects. Make your branding consistent on every channel so that supporters can recognize you immediately and continue their relationship with your brand.
  4. Update branding as needed: As with any marketing effort, it’s important to collect data and track its success to learn if there’s anything that needs to be improved or optimized. To ensure your branding stays on track and helps you meet goals, we recommend compiling regular reports and following metrics like social media interactions and email open rates.
  5. Apply for the Google Grant — One of the best ways to build your branding strategy and connect with supporters is to apply for the Google Ad Grant! With this grant, nonprofit organizations receive $10,000 in Google ad credits each month. Plus, all eligible nonprofits who apply can receive this grant, not just a select few like with most other grants. Use your Google ads to build your brand and reach more people, faster.

Work with our team to learn how Google Ad Grants fit into your nonprofit marketing plan.

Your nonprofit branding strategy impacts many aspects of your marketing efforts and donor relationships. Leverage these best practices to ensure that your branding not only represents your organization and mission effectively but that you’re able to incorporate it into key messaging and connect with supporters in valuable ways.

5 Smart Nonprofit Branding Examples

Sometimes the best way to visualize your nonprofit brand is by being inspired by other successful brands in your space. Analyzing what makes their branding so memorable and effective will help you learn the ropes or enhance your existing branding.

To help you get started, we’ve compiled a list of the top five nonprofit brands to watch. We’ve included a snapshot of each’s colors, logos, and messaging, so you can see how each organization weaves its messaging into its brand.

Nonprofit Branding Example 1: Oxfam

Oxfam is a humanitarian organization dedicated to ending inequality. They call on supporters to fight injustice and poverty as one united community. Here’s what their branding looks like:

This image captures Oxfam’s visual identity as expressed through its nonprofit branding strategy.

  • Mission statement: “Equal treatment free from discrimination. Equal rights under the law. Equal opportunities to build a life and thrive. For everyone.”
  • Colors: Warm green and white
  • Logo: Green simplistic ox
  • Tagline: “The future is equal”

Oxfam’s branding reflects its values. The warm green exudes a friendly and welcoming personality that invites everyone to join in their movement. The soft logo does not include divisions or harsh lines as a reminder that everyone deserves a chance to thrive, not just survive. Additionally, Oxfam focuses on the word “equal” in its messaging to echo its mission statement.

Nonprofit Branding Example 2: Feeding America

Feeding America is the largest hunger relief organization in the United States and represents a nationwide network of food banks and pantries. Their vision is to create a hunger-free nation. Here’s a glimpse of their branding:

This image picture Feeding America’s use brand guidelines to propels its nonprofit branding strategy.

  • Mission statement: Our mission is to advance change in America by ensuring equitable access to nutritious food for all in partnership with food banks, policymakers, supporters, and the communities we serve.
  • Logo: Wordmark with wheat symbol
  • Tagline: “Our vision is an America where no one is hungry”
  • Colors: Orange, dark green

Feeding America’s mission statement is perfectly captured in its branding materials. Its inclusion of wheat and use of warm, inviting colors signal its promise to end hunger. The use of orange is also commonly used in relation to commercial food logos, mimicking Feeding America’s vision to provide meals for those in need.

Nonprofit Branding Example 3: charity: water

Charity: water is an organization dedicated to increasing clean drinking water access. Founded in 2006, it has been working to help end the water crisis through local partners and supporters. Here is how they use their story to capture their branding:

This image describes Charity: Water’s nonprofit branding strategy as seen in their guidelines.

  • Mission statement: “To bring clean and safe drinking water to every person on the planet”
  • Logo: Jerry can
  • Tagline: “Together, we end the water crisis”
  • Colors: Yellow and black

Charity: water’s jerry can has become famous in the nonprofit logo world because it represents the work this nonprofit does in a succinct and memorable way. Millions of developing communities rely on jerry cans for clean drinking water transport. Therefore, the inclusion of this symbol speaks to charity: water’s promise to bring safe drinking water to its beneficiaries.

Nonprofit Branding Example 4: The Backpack Project

The Backpack Project (TBP) is a student-run organization dedicated to easing the burden of homelessness by delivering backpacks containing food, toiletries, and other necessities to those experiencing homelessness. Here’s how their brand echoes this sentiment:

This image shows how The BackPack Project’s nonprofit branding strategy relates to the organization’s overall mission.

  • Mission statement: “to contribute to the collective effort that characterizes homelessness “rare and brief.
  • Logo: Backpack zipper
  • Tagline: Easing the Burden of Homelessness
  • Colors: Light green and gray

TBP’s branding’s star feature is its simplicity. Rather than featuring a stuffed bag to visualize the nonprofit’s mission, TBP features only a zipper to get its message across. The zipper is a nod to the backpack, but also a hope that more people experiencing homelessness will be able to “unzip” a better future where they can characterize their experience as “rare and brief.”

Nonprofit Branding Example 5: Pencils of Promise

Pencils of Promise is committed to providing quality education to children in need. They provide teacher support, WASH (water, sanitation, and hygiene) programs, and quality infrastructure to enhance learning environments. Here is how their brand captures their values:

This image pictures Pencils of Promise’s nonprofit branding strategy.

  • Mission statement: “Every child should have access to quality education. We create schools, programs, and global communities around the common goal of education for all.”
  • Logo: Yellow pencil combination mark
  • Tagline: “We are the Impossible Ones”
  • Colors: black and yellow

Pencils of Promise’s simple logo goes for the obvious without becoming intrusive. The pencil shape tells people immediately that this organization is education-centered. Pencils of Promise’s language is also bold and hopeful as reflected in its choice of bright yellow and stark black (which are also the colors of a classic No. 2 pencil!).

Additional Resources

There’s a common misconception that nonprofit branding only refers to your organization’s aesthetics. However, it extends beyond color palettes and fonts, as your brand messaging can directly impact your nonprofit’s marketing and fundraising success. If you want to reach your supporters where they are and spread awareness of your mission, having an effective branding strategy is essential.

To continue your research in learning how to push your nonprofit forward, we encourage you to explore our additional resources for nonprofit branding and marketing:

Click here to get a free consultation with getting attention

This article provides 13 top fundraising crms to consider.

13 Top Fundraising CRMs for Nonprofit Organizations (Updated for 2023)


Fundraising CRMs, or constituent relationship management systems for nonprofits, are vital for effective revenue generation and donor management efforts⁠. This is especially true as organizations continue to grow.

If your nonprofit is seeking a CRM solution (whether for the first time or to upgrade an existing system), you’ve come to the right place! This list of top nonprofit CRMs has been crafted with organizations like yours in mind, and we’ll highlight key features, benefits, and more for each provider.

At Getting Attention, our favorite fundraising CRMs (in alphabetical order) are:

  1. CharityEngine
  2. Classy
  3. Click & Pledge
  4. DonorPerfect
  5. Engaging Networks
  6. GiveSmart
  7. Kindful
  8. Neon CRM
  9. NonProfitEasy
  10. Raiser’s Edge NXT
  11. Salesforce
  12. SalsaLabs
  13. Virtuous CRM

One key function to consider as you browse this list of suggested fundraising CRMs is matching gift abilities. Research shows that between $4 and $7 billion in available matching gift funding is left on the table each year⁠—largely because nonprofits lack the tools to secure those corporate dollars effectively.

Luckily, more and more nonprofit CRMs are beginning to incorporate matching gift functionality into their toolkit through seamless integrations with matching gift software (the most common by far being 360MatchPro by Double the Donation).

Ready to dive in and discover the perfect donor management system for your organization? Let’s get started.

Click here to learn more about 360MatchPro

CharityEngine is one of our favorite nonprofit fundraising CRMs.

1. CharityEngine

CharityEngine offers a number of fundraising solutions, including an online donation platform and fundraising CRM. Their CRM system enables teams to quickly and easily automate fundraising, marketing, and data collection to provide nonprofits with more time to spend on mission-related projects.

Top CharityEngine features:

  • Built-out donor profiles
  • Donation pages
  • Payment processing
  • Reporting and analytics
  • Automated workflows.

Not to mention, CharityEngine donation forms drive matching gift revenue by simplifying the matching process for both donors (through personalized reminders and company-specific instructions) and nonprofits (by automating communications, collecting data, and tracking revenue growth). Since the #1 hindrance for matching gifts is a lack of awareness among supporters, CharityEngine leverage matching git software from Double the Donation to ensure each donor is exposed to matching gift information at multiple touchpoints.

Why We Love This CRM

CharityEngine’s major gifts and planned giving software capabilities allow organizations to maximize their impact and streamline their management. As major gifts make up to 80% of an organization’s total revenue, this feature offers a huge advantage.

With CharityEngine, your organization can track applications and opportunities and manage projects with just a few clicks. Its robust analytics features also provide telling insights to measure your major gift progress.

Classy is one of our favorite fundraising CRMs for nonprofits.

2. Classy

Classy is an all-in-one fundraising platform with solutions for donor management, online donations, and peer-to-peer campaigns. This fundraising CRM is designed to provide users with a central hub for campaign and supporter management called Classy Manager. With these tools, nonprofit fundraisers are able to launch and manage campaigns, track performance and donor interactions, and gain a better understanding of their fundraising overall.

Top Classy features:

  • Online donation processing
  • Event management
  • Robust reporting and analytics

And Classy doesn’t want you to forget about matching gift opportunities, either! This platform integrates with Double the Donation’s comprehensive matching gift tool to enable a searchable matching gift database, automated donor follow-ups and match reminders, and more. They even offer a two-way data sync that allows matching gift information collected in 360MatchPro to flow into Classy’s platform! When donors are encouraged to participate in their employers’ matching gift programs on multiple occasions, they’ll be more likely to request a match and secure more dollars for your cause.

Why We Love This CRM

Classy provides a 360-degree supporter interaction view, so you can observe and manage your donor interactions from every angle. You can look into individual donor histories to enhance your engagement efforts. This is especially helpful to re-engage donors and increase your donor retention rate.

For reference, the average donor retention rate across nonprofits is between 40 and 45% which can feel like you’re constantly fighting an uphill battle. However, donor management tools like the 360 supporter interaction view can help your nonprofit make every interaction count.

Explore Click and Pledge's fundraising CRM.

3. Click & Pledge

Click & Pledge offers powerful donor management tools built on the Salesforce platform. This innovative fundraising CRM can even help users sort and rank donors based on an algorithm that considers personal donations, amounts fundraised, and gifts within an individual’s network in order to identify their highest-value supporters.

Top Click & Pledge features:

  • Automated communications
  • Data analytics
  • Manual donation processing
  • Seamless Salesforce integration

Plus, Click & Pledge integrates with the top matching gift solution, 360MatchPro, to promote matching gift opportunities to supporters, drive more company match requests with automated communications, and boost fundraising revenue overall.

Why We Love This CRM

Click & Pledge offers effective video fundraising options to capture your donor’s hearts. You can simply embed donation forms directly into your videos for viewers to donate without having to exit the video experience.

This solution doesn’t allow viewers to get distracted, so they can give to your cause at the best time—right after viewing your mission. And, recent studies have shown that 57% of people who watch nonprofit videos go on to make a donation. With Click & Pledge, you can make this process as easy as possible.

DonorPerfect is a favorite nonprofit fundraising CRM.

4. DonorPerfect

DonorPerfect is a comprehensive fundraising solution that specializes in strategic donor management through targeted communications, multichannel outreach, easy donation processing, and customizable reports. Plus, it can save fundraisers tons of time and resources when they employ DonorPerfect’s extensive automated workflows!

Top DonorPerfect features:

  • Payment processing
  • Fundraising event management
  • Online donation forms
  • Insightful data analytics

This platform also incorporates matching gift tools and strategies with a Double the Donation integration. This way, organizations can easily communicate the importance of matching gifts to donors and provide targeted next steps depending on the individual’s employer. The easier it is for donors to participate in matching gift programs, the more likely they are to follow through with their request, and the more dollars that go toward your mission!

Why We Love This CRM

DonorPerfect has a wide variety of integrations, enabling your team to choose the ones that will best complement your goals. From volunteer management to website and event management, DonorPerfect will have your team covered.

Engaging Networks is a favorite fundraising CRM.

5. Engaging Networks

Engaging Networks is a multi-faceted fundraising platform with tools for online donations, nonprofit marketing, peer-to-peer campaigns, donor and data management, and more. This eCRM is dedicated to providing users with cutting-edge technology with constantly developing upgrades, newly released features, and a web of seamless integrations.

Top Engaging Networks features:

  • Advanced visual reporting
  • Target audience query builders
  • Fundraising performance analysis
  • Donor profiling and geotargeting

One of their most impactful integrations is with Double the Donation’s matching gift software, 360MatchPro. Thanks to the Engaging Networks and Double the Donation integration, organizations can quickly boost matching gift revenue by promoting these program opportunities at multiple donor touchpoints. This includes, but is not limited to, during the donation process itself and within a number of automated and customizable email follow-ups.

Why We Love This CRM

Engaging Networks is currently the only platform that offers artificial intelligence fundraising capabilities. This future-forward option leverages machine learning to help organizations reach fundraising goals and transform one-time donors into recurring supporters. As your data changes, artificial intelligence fundraising can continue to predict patterns and give an in-depth glimpse into supporter behavior. 

GiveSmart is a top fundraising CRM to consider for your nonprofit management.

6. GiveSmart

Formerly SimplyFundraisingCRM, GiveSmart is a fantastic solution that equips nonprofits with innovative donor management tools. The top benefits of GiveSmart include saving time through strategic automation, raising more with effective fundraising solutions, and receiving guided assistance from a panel of expert fundraising advisors.

Top GiveSmart features:

  • Automated donor acknowledgments
  • One-click donor reports
  • Artificial intelligence
  • Data analysis

Not to mention, the platform integrates with Double the Donation’s most comprehensive matching gift solution to help drive additional revenue from company matches! Through donor screening practices and automated communications, organizations can easily promote matching gifts and encourage supporters to participate.

Why We Love This CRM

GiveSmart’s ticketing and guest management features work great for any type of event—in-person, online, or hybrid that can keep up with changing preferences. In addition, GiveSmart has scheduled text messaging that engages supporters at the most opportune time.

Kindful is one of our favorite nonprofit fundraising CRMs.

7. Kindful

Kindful CRM is a product of Bloomerang that is designed to build seamless connections between various nonprofit processes to streamline backend efforts and provide improved donor experiences. This platform emphasizes the power of technical integrations with a number of other fundraising platforms to provide an interconnected network of fundraising software that drives success.

Top Kindful features:

  • Tracking and reporting
  • Donor lifecycle dashboards
  • Detailed donor and contact records
  • Donation tracking
  • Wealth insights

And for many Kindful clients, this network incorporates matching gift software and practices as well. Their matching gift integration with Double the Donation’s comprehensive automation tool allows organizations to promote company matches through personalized outreach and match reminders. Plus, users can configure automated follow-ups to include matching gift instructions, next steps, and guidelines for each individual’s employer, which ultimately results in increased matches and revenue.

Why We Love This CRM

Kindful’s library of integration features is vast, but there is one specifically worth highlighting—Kindful’s email capabilities. Kindful enables your organization to send timely, personalized donation receipts and campaign emails to establish a personalized cadence with donors. According to TruConversion Reports, an email marketing campaign can deliver a return of $40 for every $1 spent. This places email in the highest marketing ROI category.

Neon CRM is a fantastic fundraising CRM for nonprofits.

8. Neon CRM

Neon CRM is a donor management solution created by the fundraising platform Neon One and designed to scale up alongside organizations of any size. This versatile solution is able to help manage nonprofit fundraising, memberships, events, websites, and more.

Top Neon CRM features:

  • Online web forms
  • Grant management
  • Constituent login portals
  • Automated receipting
  • Accounts and relationship tracking
  • Donation processing

Plus, their matching gift integration with 360MatchPro by Double the Donation enables organizations to significantly increase matching gift awareness through strategic follow-ups and personalized guidelines⁠—and boost matching gift revenue as a result.

Why We Love This CRM

Neon One includes website design solutions that can help you build and manage web pages with confidence. With its web design tools, you can generate responsive, SEO-optimized web pages with no coding needed. This way, you can promote your mission through an engaging online presence.

Click here to sign up for Getting Attention's newsletter.

NonProfitEasy is a great choice of nonprofit CRM for fundraising and donor management.

9. NonProfitEasy

NonProfitEasy is a product of the Lumaverse technology company that was built to provide organizations with simple, scalable solutions. Previously known as Fundly CRM, NonProfitEasy makes its goal to “turn one-time donors into lifetime supporters.”

Top NonProfitEasy features:

  •  Donor communication
  • Event management
  • Pledge and grant tracking
  • Customizable and predefined data reports
  • Membership management

And with a seamless integration with the industry-leading matching gift tool, 360MatchPro, NonProfitEasy users are able to double supporter donations while saving time and effort through automation. This includes donor information screening to identify match-eligible transactions, customized outreach triggered to remind eligible individuals of matching gifts, and powerful tracking and reporting capabilities with forecasting tools.

Why We Love This CRM

TheNonprofitEasy includes enhanced member engagement features, so you can create member levels and pricing that reflect your nonprofit’s needs. Additionally, its embeddable member forms make it easy for you to create compelling member marketing campaigns. Member-specific email blasts also let you personalize your communications.

Raiser's Edge NXT is one of our favorite nonprofit CRMs for fundraising.

10. Raiser’s Edge NXT

Raiser’s Edge NXT is a nonprofit fundraising CRM built by Blackbaud that provides organizations of all sizes with donor management tools. The Raiser’s Edge NXT is their newest version of the product, which is a cloud-based software that aims to provide the social good community with an easy and effective fundraising solution.

Top Raiser’s Edge NXT features:

  • Growth opportunity identification
  • Dynamic email campaigns
  • Integrated multichannel techniques
  • Automated workflows
  • Accessibility from any device
  • Donor data analytics

To incorporate matching gift fundraising efforts as well, Raiser’s Edge NXT integrates seamlessly with Double the Donation’s matching gift software. This enables nonprofits to leverage the most effective matching gift strategies with little to no time and effort required of their fundraising teams. With automated donor follow-ups and match reminders, organizations see significant increases in match revenue!

Why We Love This CRM

Raiser’s Edge NXT has extensive donor data tools that offer automated checkups to ensure your data is up to date. With clean and correct data, you’ll be able to foster more meaningful interactions and track your entire constituent community.

Salesforce is a fantastic fundraising CRM for nonprofit organizations.

11. Salesforce

Salesforce is a popular CRM solution for businesses and nonprofits alike⁠. caters to the for-profit side of the sector, while targets nonprofits, schools, and other mission-driven organizations.

Top Salesforce features:

  • Donor-centric relationship-planning
  • Digital-first fundraising experiences
  • Program management, reporting, and grantmaking

This comprehensive platform also allows Salesforce clients to extend their CRM functionality through a number of technical integrations with partners listed in the Salesforce AppExchange⁠ marketplace—one of which is Double the Donation. When users leverage Double the Donation’s matching gift automation tools, nonprofits can collect two gifts for every one donation solicited by driving matching gift participation.

Why We Love This CRM

Salesforce’s digital marketing tools can help you make the initial ask and retain them long-term. With Salesforce, you can launch a series of emails or a full-blown, multi-channel campaign. The best part? Salesforce’s personalizing email features let you catch each individual supporter’s attention.

Take a look at SalsaLabs for a great fundraising CRM.

12. SalsaLabs

SalsaCRM from SalsaLabs is a powerful and effective donor management system. This software works well alongside Salsa’s other fundraising products in addition to a range of other top fundraising solutions⁠—including Double the Donation’s matching gift tools!

Top Salsa features:

  • Rich donor profiles
  • Extensive relationship-tracking
  • Automated suggested gift calculations
  • Unified online and offline gift management

The Double the Donation integration allows Salsa clients to utilize Double the Donation’s matching gift software, 360MatchPro, alongside their fundraising CRMs and donation forms to automate matching gift communications with donors. This boosts awareness of these programs and their availability while encouraging eligible donors to request matching donations from their employers. Ultimately, these tools result in increased corporate donations and better donor relations.

Why We Love This CRM

SalsaLab’s donor profiles are overflowing with usable information for you to access unlimited custom fields and activity timelines. The platform’s automated “next suggested gift” calculations determine the optimal amounts for you to ask each donor. This way, you’ll engage with donors on a personal level and make an ask that aligns with their donation history.

Virtuous is a favorite nonprofit CRM for fundraising.

13. Virtuous CRM

Virtuous offers a nonprofit CRM that is designed to help fundraisers streamline donor management efforts, improve supporter relationships, and leverage data-rich insights for improved practices.

Top Virtuous features:

  • Omnichannel marketing strategies
  • Donor analysis with highlighted opportunities
  • Personalized cultivation and retention plans
  • Reporting dashboards

With Virtuous, nonprofit clients can configure their fundraising CRMs to incorporate Double the Donation’s matching gift functionality. This integration allows organizations to increase matching gifts and improve their strategies through automated email follow-ups that contain employer-specific program information and instructions. When more donors request company matches from their employers, the nonprofit receives additional gifts for free!

Why We Love This CRM

Virtuous CRM’s social insights can give your organization the opportunity to make informed donor decisions. Using these insights, you can track givers based on their interests, persona, affiliations, and social media profiles. From there, you can suggest a relevant next action based on individual donor preferences and passions.

Tips for Selecting a Fundraising CRM

There are several CRMs out there and it can be easy to get overwhelmed with so many options. To assess your CRM needs, ask these questions:

  • What are my organization’s goals? Refer to your mission statement and accompanying objectives to decipher your goals based on your organization’s purpose and size.
  • How big is my organization? Take a look at your contact list, how many emails you send, and your revenue baseline metrics. Then, consider your revenue goals for the coming years to get an idea of how much growth you’re likely to achieve.
  • How much data needs to be migrated? Migration determines CRM cost. If you have to collect data from multiple disparate sources, you will have a higher end cost.

Asking these questions ahead of time can help you narrow your search and decide on a scalable solution that best suits your specific needs. You might also decide to request a demo for multiple platforms to compare their capabilities.

Did any of these fundraising CRMs catch your eye? The providers listed above are some of our favorite solutions for nonprofit data management, donor relationships, automated communications, and more.

The more efficient your software, the more efficient your organization’s practices will be and the more you can do for your mission as a result. Good luck!

Check out these other educational resources to learn more about effective nonprofit fundraising and engagement strategies:

Click here to see how 360matchpro can help you reach your matching gift goals.

This guide walks through the basics of technology grants for nonprofits and suggests 12 top options to consider.

Technology Grants for Nonprofits Guide + 12 Options for 2023

Just as doctors need their surgical instruments and mechanics need their tools, your nonprofit organization needs to be equipped with the right technology to continue fulfilling its mission.

According to Nonprofit Tech for Good, many nonprofits are leveraging technology to enhance their processes—79% use automation technology in online fundraising, and 15% even have artificial intelligence software in place to predict donor behavior. Not every organization, however, has the funds to stay at the cutting edge of technology.

That’s where nonprofit technology grants come in. These grants supply the necessary funds for forward-thinking nonprofits to gain access to software solutions and resources that will magnify their impact. In this guide, we’ll cover:

In order to achieve bigger and better results, nonprofits must continually adopt and adapt to advances in technology that streamline essential processes such as fundraising, marketing, and donor engagement. By doing so, your organization can free up more capacity for what matters most—bettering the lives of those you serve.Click through to discover how Getting Attention can help you make the most of grant opportunities beyond nonprofit technology grants.

What is a technology grant for nonprofits?

Nonprofit technology grants assist organizations with acquiring or implementing tools and software that will further their impact. Like most grants, technology grants for nonprofits come from three primary sources:

Government agencies, foundations, and corporations all offer nonprofit technology grants.

Whether you’re an environmental nonprofit or a nonprofit hospital, gaining expanded access to the latest technology ensures that you can serve your beneficiaries with greater efficiency and results.

How can technology grants support nonprofits?

Depending on your specific goals, a technology grant can empower your nonprofit to:

Nonprofit technology grants can provide support in many ways, including the five ways detailed below.

  • Boost cybersecurity. NTEN’s State of Nonprofit Cybersecurity Report reveals that only around 20% of surveyed nonprofits indicated that they had documented policies and procedures in place should a cyberattack occur. A technology grant can provide your organization with the resources for cybersecurity training and the right tools to keep your information secure.
  • Leverage automation. With a technology grant, your organization can reduce the time and resources it expends on its daily operations by embracing automation technology.
  • Streamline fundraising. A technology grant can enable your organization to adopt top-of-the-line CRM software that makes it easy to manage supporter relationships and reach out to them for gifts.
  • Improve data management. Your organization’s data is not only key to personalizing your communications and engaging donors, but it also serves as a rich well of insights for improving your strategies over time. With a technology grant, you can make data management a top focus among staff and volunteers.
  • Develop a high-quality website. A nonprofit technology grant can supply you with the necessary funds to elevate your website or create an entirely new one that inspires more support.

Once you’ve pinpointed your organization’s specific needs for technology funding, it’s time to find a funder that best aligns with your mission and values. The more well-matched you are to the grantmaking organization, the more likely you’ll succeed in winning the grant.

How do I find the right technology grant for my nonprofit?

With the right approach, you’ll be well on your way to securing grant funding for your upcoming technology project.

1. Refer to your goals and mission.

Before you begin your search for grant opportunities, it’s important to root yourself in your organization’s goals and mission. This ensures that you only identify and apply for technology grants that are most suited to your nonprofit.

Remember that each grantmaking organization has its own mission and interests. As a result, they’ll be much more prone to funding nonprofits that align with their own priorities and generate the kind of impact that they’re looking to see.

2. Conduct research.

Among possible technology grant sources in the United States, there are around 127,595 foundations alone. Because of this, it’s necessary to be strategic with your research to narrow down the right options. Follow these best practices to get started:

When researching technology grants, keep the following best practices in mind to maximize your results.

  • Study similar nonprofits and locate grantmakers who’ve funded them in the past.
  • Identify existing connections that your board or staff members may have with funders.
  • Look through grant directories and databases, such as and Foundation Directory.

Review each nonprofit technology grant’s application criteria to ensure that you’re eligible to apply. For instance, some grantmakers may require your organization to be located in a specific region or area.

3. Prepare your technology grant application.

Once you’ve found a nonprofit technology grant that you’re interested in applying for, be sure to personalize your application according to the research you’ve conducted on the funder. An effective grant application clearly defines your nonprofit’s needs, leverages storytelling to convey your impact, and specifies realistic goals for the funding you’re requesting.

4. Consider seeking expert help.

If your nonprofit is looking for some additional guidance to make your technology grant applications stand out, consider partnering with a nonprofit grant consultant. Top nonprofit grant consultants, such as Getting Attention, will devote themselves single-mindedly to ensuring that your organization’s grant efforts succeed.

When you work with a technology grant consultant, you should expect them to:

  1. Learn the ins and outs of your nonprofit, such as your mission, your impact, and your donor base.
  2. Develop a dedicated strategy and conduct research to identify grant opportunities that align with all that they’ve learned about your organization.
  3. Handle your nonprofit grant applications to maximize your chances of winning the grant.
  4. Assist your organization with building relationships with funders to secure more support down the line.

A nonprofit grant consultant can be instrumental in helping your organization secure nonprofit technology grant funding, especially if you have limited time and resources to carry out the entire process effectively.

Click through to discover how Getting Attention can help you make the most of grant opportunities beyond nonprofit technology grants.

12 Top Technology Grants for Nonprofits

Use these nonprofit technology grants as a jumping-off point to your pursuit of technology funding:

The Google Ad Grants program is one of the most popular technology grants for nonprofits.

1. Google Ad Grants

Since its creation, the Google Ad Grants program has provided over $10 billion in free advertising to nonprofits. All eligible organizations can receive $10,000 monthly to bid on keywords for ads that will appear on Google’s search results pages. With these ads, you can promote key pages on your nonprofit’s website, such as your donation page or event registration page, to generate more support for your cause.

By leveraging nonprofit technology grants like the Google Ad Grant, you can create an ad similar to the ASPCA’s ad in search results.

To meet the program’s eligibility criteria, your organization must:

  • Be a registered 501(c)(3) nonprofit.
  • Not be a government, healthcare, or educational institution.
  • Have a high-quality website.
  • Register with TechSoup.
  • Create a Google for Nonprofits account.

Ready to start leveraging $10,000 a month for free advertising? Sign up for our Google Ad Grants newsletter to learn insider tips and maximize your results.

This nonprofit technology grant can equip your organization with a powerful tool for spreading the word about your mission and attracting more supporters to your cause. To ensure that you secure your grant and make the most of it, consider turning to a Google Ad Grants agency like Getting Attention that can take care of the entire process for you.

Salesforce’s Power of Us Program is a promising nonprofit technology grant opportunity for many organizations.

2. Salesforce’s Power of Us Program

The Power of Us Program has provided discounted CRM technology access to over 56,000 nonprofits and educational institutions. To join these ranks, your organization must:

Additionally, Salesforce Foundation provides grants to organizations focusing on education, workforce development, and climate change through invitation only.

Twilio’s Impact Fund is a technology grant for nonprofits to upgrade their technology and enhance their operations.

3. Twilio

Through their Impact Fund, Twilio has awarded over $35 million in grants and investments to provide nonprofits with the technology they need to heighten their impact. Organizations that are eligible for this nonprofit technology grant funding must:

  • Be a recognized 501(c)(3) nonprofit.
  • Not be a government entity or political organization.

To receive an invitation to apply for the Impact Fund, nonprofits should sign up for the Impact Access Program, which offers additional benefits such as discounts on Twilio products.

Okta for Good focuses on providing nonprofit technology grant funding to improve areas such as cybersecurity for organizations.

4. Okta for Good

Okta for Good’s Nonprofit Technology Initiative aims to meet the technology needs of nonprofits by supplying $10 million in philanthropic funding. To be selected for these technology funds, nonprofits must:

  • Be a recognized nonprofit organization in their country of operation.
  • Have strong leadership teams and mission alignment with Okta.

Whether your nonprofit is seeking to improve its data security or move to the cloud, Okta’s focus on digital transformation is worth looking into for all organizations interested in technology improvements.

Box Impact Fund is a nonprofit technology grant opportunity for organizations focused on child welfare, crisis response, or the environment.

5. Box Impact Fund

Box Impact Fund supports nonprofits with aligned missions on their path to adopting technology that will enhance their daily operations and work. To meet Box Impact Fund’s eligibility requirements, organizations must:

  • Be a recognized 501(c)(3) nonprofit.
  • Focus on child welfare, crisis response, or the environment.
  • Propose a digital transformation project.

Box lists four specific criteria for evaluating grant applications: alignment, impact, inclusion, and scale. Ensure that your organization matches this funder’s priorities to set your application up for success.

The Cisco Product Grant Program is another technology grant for nonprofits to receive the necessary technology they need to further their mission.

6. Cisco Product Grant Program

The Cisco Product Grant Program supplies networking and communications technology to nonprofits focused on crisis response, education, economic empowerment, and climate change. To be eligible for the program, organizations must:

  • Be recognized as a 501(c)(3) nonprofit.
  • Have more than one year of successful operations.
  • Not be a school, hospital, library, or food bank.
  • Not exceed an overhead of 25%.

Cisco accepts grant proposals year-round and reviews them quarterly. To ensure your nonprofit meets all the criteria to apply, you can take this eligibility quiz that Cisco provides on its website.

When evaluating nonprofit technology grants, a popular resource to consider is Microsoft Tech for Social Impact and its nonprofit programs.

7. Microsoft Tech for Social Impact

Microsoft launched Microsoft Tech for Social Impact to provide discounted and donated Microsoft tools to nonprofits. To be eligible for Microsoft’s nonprofit programs, your organization must:

  • Be a recognized 501(c)(3) nonprofit, public library, or public museum.
  • Comply with Microsoft’s anti-discrimination policy.
  • Only assign licenses to eligible staff members.

On its website, Microsoft provides a step-by-step registration process that you, another staff member, or a volunteer can complete to start accessing the technology tools this company has to offer.

Tech Forward provides technology grants for nonprofits through its Technology Innovation Awards.

8.  Technology Innovation Awards

Tech Forward will provide $10,000 through its Technology Innovation Awards to support nonprofits seeking funding for a technology-related project. To be eligible for this grant, your organization must:

  • Be a 501(c)(3) or 501(c)(4) charitable organization.
  • Not be a church, private educational institution, nonprofit hospital, or governmental unit.
  • Have an annual operating budget of at least $500,000.

As part of the nonprofit technology grant application, you’ll need to present information such as your mission, services, and key constituents, along with a full description of your proposed technology project.

TechBridge offers technology grants for nonprofits that focus on hunger relief, homeless support, social justice, or workforce development.

9. TechBridge

TechBridge’s Dream Big Grants provide an opportunity for nonprofits to acquire technology solutions that will enhance their operations and boost their impact. To be eligible for one of these grants, your organization must:

  • Be a recognized 501(c)(3) nonprofit.
  • Focus on one of its four pillars: hunger relief, homeless support, social justice, or workforce development.
  • Have annual operating expenses over $2,000,000.
  • Have at least five full-time paid employees who are paid minimum wage or more.

The application process for one of these technology grants for nonprofits includes an eligibility check, an application essay, and a video submission.

Take a look at Verizon’s funding opportunities when evaluating nonprofit technology grants for your organization.

10. Verizon Foundation

Verizon offers invitation-only grants to support nonprofits in three main areas: digital inclusion, climate protection, and human prosperity. Nonprofits must contact their local community relations manager about receiving an invitation. If you’re approved to apply, you’ll still have to meet these eligibility requirements:

  • Be a recognized 501(c)(3) nonprofit or not-for-profit school.
  • Observe the highest standards of conduct in relationships with the public.
  • Not duplicate or significantly overlap the work of public agencies.

Furthermore, if you’re requesting funds for IT infrastructure improvements that total more than 20% of the grant’s total direct costs, you must provide specific details on how your organization is planning to use those IT assets in your grant application.

HP Technology for Community provides another nonprofit technology grant opportunity to consider.

11. HP Technology for Community

HP is a technology company that’s driven to supply funds to nonprofits so that they can purchase technology to better serve their purposes. To be eligible for HP Technology for Community, organizations must:

  • Be a 501(c)(3) nonprofit.
  • Not be a member agency or a school.
  • Not be located outside of the United States.

While qualified nonprofits can apply from across the country, HP will give preference to those operating in or near the site communities listed in its requirements.

The Change Happens Foundation offers several grants, including nonprofit technology grants, to nonprofits.

12. The Change Happens Foundation

The Change Happens Foundation is a private nonprofit foundation dedicated to supporting nonprofits focused on creating social change around science, the environment, and education. The foundation offers several grants—to be eligible, organizations must:

  • Be a recognized 501(c)(3) nonprofit.
  • Not be faith-based or located outside of the United States.
  • Have a three-year history of 990 forms.

Once you’ve determined your nonprofit’s eligibility, you must submit a Letter of Inquiry as a first-time applicant to determine if the foundation’s interests align with your request. Organizations accepted for further consideration can then submit their grant proposals.

Wrapping Up

New technologies are constantly emerging, and along with them come better ways for nonprofits to serve their communities and make a lasting difference. Figuring out how to incorporate these tools into your fundraising, marketing, and communications strategies is essential to setting your organization up for success in the future.

Government agencies, foundations, and corporations recognize this priority as well. Because of this, there are numerous technology grants for nonprofits available to fund your initiatives—you just need to know where to look and how to pinpoint the right opportunities to pursue.

For more information on grants and how to deepen your nonprofit’s impact, consider these resources:

Click through to learn how to maximize your efforts in securing nonprofit technology grants with Getting Attention’s expertise.



This article discusses the ins and outs of Google Ad Grant remarketing.

Google Ad Grant Remarketing: Your Questions Answered

As a nonprofit professional, you likely already know the importance of tailoring your communications to your audience. After all, your organization is connected to many unique individuals—donors, volunteers, new supporters, nonprofit staff, and beneficiaries—you wouldn’t communicate with them all the same way.

The same principle applies to digital marketing. Your online presence should cater to specific audiences. But how do you make sure the right audiences see the right ads? By remarketing with the Google Ad Grant!


In this article, we’ll answer your most pressing remarketing questions and explore how it can transform your digital strategy. Read more

Google Ad Grants Training: Top Resources and Courses

Google Ad Grants Training: Top Resources and Courses

Through the Google Ad Grant, Google provides nonprofits with thousands of dollars in grant money to spend on marketing. However, from ensuring they’re eligible and applying for a grant to actually running an ad campaign, nonprofits need to do their research before they can get started with a Google Ad Grant.

Fortunately, resources dedicated to Google Ad Grant training are plentiful. Informational blog posts, webinars, and training courses are all available to help nonprofits maximize their ad grants’ potential.

Whether you need marketing advice or are looking for tips on how to apply for the grant, these four resources can help with all of your nonprofit’s Google Ad Grant training needs.

Getting Attention's free blog is one of the top Google Ad Grant training resources.

Getting Attention

Getting Attention is a Google Ad Grants agency that helps nonprofits apply for the Google Ad Grant, run their ad campaigns, and maintain grant compliance. Along with these paid services, Getting Attention also hosts a regularly updated blog with free educational content that nonprofits can access at any time.

The content hosted on Getting Attention is sourced from a variety of experts in the nonprofit field, ensuring the tips and best practices shared reflect the views of a number of professionals. Content also varies widely in length, from quick tips to some of the most comprehensive deep dives on nonprofit best practices around.

Explore how Getting Attention can help with your Google Ad Grant training.

What you can learn

Getting Attention’s blog covers a variety of topics, including:

  • Google Ad Grant basics. Getting Attention’s guides on the Google Ad Grant cover everything from eligibility requirements and how to apply to choosing your campaign’s target keywords and creating the most effective ad possible.
  • Nonprofit marketing strategies. Learn how to develop Google ad campaigns that will result in more clicks with articles. Along with advice for running an ad campaign, Getting Attention also provides resources on social media marketing, developing a brand identity, and how to optimize your overall nonprofit communication strategy.
  • Agency and consulting assistance. Nonprofits interested in working with a Google Ad Grant agency or a nonprofit marketing consulting firm can find advice on how to research consultants, assess them, submit requests for proposals, and form long-lasting partnerships.
  • Awareness and advocacy campaign tips. Wondering how you can use the Google Ad Grant to promote an advocacy campaign? Getting Attention’s blog features articles on planning an advocacy campaign, keeping supporters engaged, and marketing a campaign online.
  • And much more. Nonprofits looking for advice on managing volunteers, accepting stock donations, hosting hybrid events, creating an effective donation page, and a variety of other nonprofit-centric topics can likely find a helpful article on Getting Attention’s blog.


All blog content on Getting Attention’s website is free.

If you’re interested in Getting Attention’s Google Ad Grants services, get in touch to schedule a free consultation.

Discover how Getting Attention can get your team up to speed with Google Ad Grants. Get a consultation!

Look for Google Ad Grant training resources straight from Google with Google for Education.

Google for Education

Google for Education is a collection of video courses created by Google for a variety of audiences, including teachers, librarians, students, parents, job seekers, and business owners. Of these courses, nonprofits can learn from the program’s free lesson on the Google Ad Grant. These short training videos are a strong introduction for nonprofits that want to hear about Google Ad Grants directly from Google.

Explore Google for Education's free ad grant training resources.

What you can learn

Google for Education’s Google Ad Grants training course teaches nonprofits the following:

  • Marketing campaign planning. Learn how to develop a marketing campaign that will actively be helped by the Google Ad Grant. Google for Education explores how nonprofits can use their mission statement to derive marketing goals that are relevant to Google Ads.
  • Conversion tracking. Figure out what metrics to track and how to track them, such as adding HTML tags or linking your Smart Campaign to Google Analytics. The course walks through how to add Google Analytics to your campaign for less tech-savvy nonprofits.
  • Quality scores. Learn how to use Google’s quality score metric to better understand your campaigns’ overall value and relevance to your audience.


Google for Education’s resources are free. Just sign up with a Google account to access all of their content and track your progress through each course.

TechSoup Courses offers Google Ad Grant training materials.

TechSoup Courses

One of the first steps to applying for the Google Ad Grant involves registering your nonprofit with TechSoup, a technical support organization focused on helping nonprofits. Given their role in the Google Ad Grant application process, the TechSoup team is highly familiar with Google Ad Grant training and offers a variety of courses, including one dedicated to the Google Ad Grant.

TechSoup provides a wide variety of courses for purchase.

What you can learn

Nonprofits interested in using TechSoup as a training resource can discover:

  • How to apply for the Google Ad Grant. Get an in-depth view of what the Google Ad Grant is and how the application process works, including an overview of current policies for the grant.
  • Google Analytics best practices. Learn to set up and view data from Google Analytics to create a dashboard that’s effective for your nonprofit. With Google Analytics, you can more accurately understand your website’s traffic, providing data that can help you improve your Google Ad Grant campaigns.
  • A variety of other subjects. TechSoup provides courses on many nonprofit-specific topics, including how to apply for grants, use Adobe tools, host virtual events, analyze data, and more. Plus, TechSoup also offers seminars in Spanish and French for learners who primarily speak those languages.


Each of TechSoup’s courses has its own pricing, and their recorded seminar series on the Google Ad Grant costs $75 to access.

Udemy provides a variety of courses, including one for Google Ad Grant training.


Udemy hosts courses on a wide range of subjects, including how nonprofits can use the Google Ad Grant. These courses are usually multi-part video series and often include extra materials, such as knowledge quizzes, educational articles, and downloadable resources. Their course on the Google Ad Grant also comes with a certificate of completion after finishing the 1.5-hour video series.

Explore Udemy's course offerings.

What you can learn

Udemy’s Google Ad Grants training course provides information on:

  • Campaign best practices. Learn how to write strong copy for your ads that will lead to clicks, as well as how to expand the space your Google ads take up with Sitelink Extensions.
  • Keyword research. Get advice on how to conduct keyword research, strategically add keywords to your copy, create Adword groups around keyword themes, and leverage negative keywords.
  • Campaign maintenance. Download a checklist of tasks to perform every two or three weeks to ensure your Google Ad campaigns maintain compliance and how to fix campaigns that are not meeting expectations.


Udemy’s prices vary from course to course. Additionally, Udemy regularly offers discounts and promotions. For example, while the Google Ad Grant training course is normally $109.99, it has been on sale for as low as $30.00. Plus, there is a 30-day money-back guarantee if the course does not meet your nonprofit’s needs.

Use these training resources to improve your Google Ad Grant campaigns.

Host impactful Google Ad Grants campaigns with the right training

The Google Ad Grant is an effective marketing tool that can get your nonprofit’s name in front of a large audience of potential supporters. To make the most of the opportunity the grant presents, ensure your team has the training they need to choose effective keywords, create outstanding ad copy, and ensure your ad campaigns are directed to the content you most want to promote.

If you’re looking for more training resources, start your search with these standout articles from Getting Attention’s free blog:

Teach your team to make the most of your Google Ad Grant. Work with our professional consultants to broaden your team's understanding of Google Ad Grant campaigns. Get a consultation!

Follow along as we answer 14 common questions about matching gifts.

14 Important Matching Gifts Questions You Need to Ask

When you hear matching gifts, what do you think of?

Maybe it’s a major donor who matches contributions made during a big campaign. As a nonprofit professional, you might’ve even participated in one of those. But have corporate matching gifts ever occurred to you?

Many donors, including those who give to your organization, are eligible for matching gifts through their employers. However, nonprofits often underutilize this fundraising strategy.

As a Google Ad Grants agency, we understand the power of harnessing every tool at your disposal that can help your nonprofit fulfill its mission. That’s why we’ve answered some important questions about matching gifts so you can leverage this major fundraising power. Let’s jump right in!Request a demo of 360MatchPro to simplify the matching gift process for your organization.

1. What are corporate matching gifts?

Corporate matching gifts are a form of corporate philanthropy in which companies match donations their employees make to nonprofits.

That’s the simple version.Check out how matching gifts can multiply donors' impact.

Matching gifts are essentially free money. They let donors maximize the impact of their gifts without reaching back into their own pockets. As a result, nonprofits can double or even triple their donation revenue.

2. How do matching gifts work?

Matching gift programs vary by company, but here is the process in a nutshell:

Check out the steps involved in the matching gifts process.
  1. An individual donates to a nonprofit.
  2. The individual checks to see if their employer will match their donation.
  3. The individual submits a request for a match through their employer.
  4. The employer verifies the donation with the nonprofit.
  5. The employer matches the individual’s donation.

Many companies also have a policy around match ratios, minimum and maximum amounts, and employee/nonprofit eligibility. Let’s dive deeper into each of those categories.

Match Ratios

Most companies match at a 1:1 ratio, which means a dollar-for-a-dollar match. However, match ratios can span anywhere from 0.5:1 to 4:1. For example, a 1:1 match on a $50 donation means $100 total, while a 2:1 match on the same $50 gets you $150 total.

Minimum and Maximum Amounts

Companies also have minimum and maximum donation amounts that they’ll match. The most common minimum amount is $25, but these amounts range from $1 to $100. The maximum amounts have an even wider range. These amounts are often between $1,000 and $15,000, though amounts will still vary below and above that range.


Many companies have restrictions on the types of nonprofits and employees that are eligible to receive or request a matched donation.

For nonprofits, most 501(c)(3) organizations are eligible for matching gift programs, including educational institutions, arts and cultural organizations, environmental organizations, health and human services, and more. The most common restriction is usually religious organizations, but it’s still up to the company.

For employees, their eligibility also depends on the company’s guidelines. This can include full-time, part-time, and retired employees.

Request a demo of 360MatchPro to stay updated on employee matching gift guidelines.

3. Is there a deadline to submit my matching gift request?

The deadline to submit a matching gift request will vary based on your donor’s employer, but here are three main types of deadlines:

  • Within a set number of months. A company will match a gift up to a certain number of months after the donation is made. As an example, this could be three months after the date of the donation.
  • By the end of the calendar year. A company will match a gift within the calendar year of when the donation is made.
  • By the end of the calendar year, plus a grace period. A company will match donations made through the end of the calendar year, and then add on additional months for employees to submit a request. These grace periods usually go through the end of January, February, or March.

The more time that passes after a supporter makes a donation, the less likely they will be to submit a match request. That’s why you have to promote matching gift opportunities to them as soon as possible.

4. Why aren’t more nonprofits using matching gifts?

It turns out, much of the time, both nonprofits and donors don’t know about matching gifts.

For nonprofits, reasons include a lack of staff, resources, and time needed to zero in on matching gift revenue. Many times, organizations don’t know who a donor’s employer is or what their matching gift policy is.

For donors, most don’t even know that their company offers a matching gift program. Additionally, the process of getting their donation matched may seem way too complicated or unclear to get started with.

This means that approximately $4-$7 billion in matching gift funds goes unclaimed every year. That’s money that could be reinvested into nonprofits to help support their operations and spread their missions.

5. Why are matching gifts important?

Beyond boosting your fundraising revenue, matching gifts can also help improve donor retention and engagement.

Did you know that 1 in 3 donors say they would give a larger gift if a match was applied to their donation?

Just knowing that their donation will go twice as far encourages donors to give a larger gift at the outset. Similarly, 84% of donors say they’re more likely to donate if a match is offered at all. If you have a potential donor who’s on the fence about giving to your organization, promoting corporate matching gifts can give them the extra push they need to make their decision.

Here are some other eye-opening matching gift statistics to help put things in perspective:

Check out these statistics that illustrate the impact of matching gifts.

As you can see, there are plenty of benefits that come with matching gifts. They encourage donors to give to your organization, while also boosting the initial gift amounts.

6. Which companies offer matching gifts?

Good news: There are more companies that match donations than you may think.

Some of the top matching gift companies include Microsoft, Apple, Google, The Home Depot, and Disney. Many of these companies offer high maximum match limits and match donations to most types of nonprofits. For example:

  • Microsoft matches up to $15,000 in donations to most nonprofits at a 1:1 ratio for full- and part-time employees. 
  • Disney matches up to $25,000 in donations to most nonprofits at a 1:1 ratio for full- and part-time employees.
  • Apple matches up to $10,000 in donations to most nonprofits at a 1:1 ratio for full- and part-time employees.

This is only a snapshot of the many matching gift companies out there, and it’s not just large corporations handing out money. These companies range in size and guidelines, which is why it’s essential that you understand where your donors work to get in on this funding source.

Get Double the Donation's 10-Step Matching Gift Checklist

7. How can my organization promote matching gifts?

We’ve made it clear that a lack of awareness is a big issue when it comes to matching gifts. So how can your organization market matching gifts to your donors?

We’ll cover some of the top marketing methods below!Check out the top six ways to promote matching gifts.

Google Ad Grants

Did you know Google offers eligible nonprofits $10,000 in monthly ad credits to promote their websites? The Google Ad Grant is a great marketing tool for promoting matching gifts.

Since the Google Ad Grant program requires you to set up ad campaigns with specific goals, you can create a campaign for promoting matching gifts. Then, you can create ads directing users to your matching gift page to encourage them to participate.

At Getting Attention, we’re committed to helping nonprofits navigate Google Ad Grants, from determining program eligibility to managing ad campaigns. We’d be happy to consult with you to determine how we can best serve your Google Ad Grant needs.

Email Outreach

Email outreach takes a few different forms: confirmation emails, newsletters, thank-you letters, and more. When you send out these types of messages, it’s important to mention matching gifts.

Here’s some text you can include in your thank-you email after a donor has contributed to your cause:

Thank you for supporting our organization! Did you know that many companies match their employees’ donations to our nonprofit? Check your eligibility and access the appropriate forms and instructions to submit a match today!

You can even include a link to learn more about matching gifts within your email. 

Social Media

Social media impacts donors—in fact, 32% of donors who give online say that social media is the channel that most inspires them to give.

Whether you’re using Facebook, Twitter, Instagram, TikTok, or other platforms, be sure to include links that direct supporters to the information they’ll need to submit a match request to their employer.

Donation Page

When supporters are already on your donation page, that means they’re serious about donating to your cause. Since donors are most engaged at this step, this is the perfect time to promote matching gifts.

Prompt your donors to figure out their eligibility for a matching donation through their employer. This can be done by including a brief piece of information about matching gifts or even by embedding a matching gift search tool on your form.

At Getting Attention, we’re committed to helping nonprofits navigate the Google Ad Grant program, from determining program eligibility to managing ad campaigns. We’d be happy to consult with you in order to best serve your Google Ad Grant needs.

Dedicated Matching Gift Page

By creating a dedicated matching gift page, you can provide donors with general educational information about matching gifts, as well as company-specific matching gift forms, guidelines, and instructions.

Having a specific page that houses all of the information donors need will make it easier for supporters to submit a match request. You can send donors there through social media posts, emails, and other types of communication.

Matching Gift Search Tool

By investing in matching gift software that offers access to a matching gift database, you’ll hand-deliver donors updated and comprehensive information about their employer’s matching gift guidelines and forms.

This is a matching gift search tool, which allows your donors to search for their company's program.

Interested in learning more about matching gift databases? Jump to that section now!

8. How can I educate my team about matching gifts?

Many nonprofits don’t spend time educating their staff about matching gift programs. This is especially true for organizations that don’t realize the impact matching gifts can have on their revenue.

That’s why we’ve rounded up some effective steps that you can take to get your team up to speed:

  1. Target the right staff members. This includes staff members who are in charge of campaigns and events, finances, and marketing. For example, campaign and event organizers can advertise matching gifts in their communications with attendees while finance staff can track and report on matching gift revenue. Your marketing team can then promote matching gifts across all communications.
  2. Provide educational resources. Offer resources to educate your team about matching gifts so they’re more receptive to the information. This way, they’ll know what there is to know about matching gifts and can answer questions from donors.
  3. Make matching gifts part of onboarding. Train new team members on the matching gift process so they know about them from the outset. You can also give out one-pagers, set up calls or meetings, and attend webinars to help educate all current staff.

Educating your new staff members and giving those refreshers to your entire team will help make matching gifts more effective across your organization. Be sure to offer helpful resources that they can access and provide training so they’re ready to handle anything matching gift-related that comes across their desk. For example, Double the Donation has a case studies resource that you can download below to help educate your team about the power of matching gifts.

9. How do I get leadership support for matching gifts?

In addition to rallying your team around matching gifts, you’ll also need to focus attention on getting leadership support. Without backing from leadership, it may be more challenging to get your staff on board in the first place.

First and foremost, you need to help leadership see the value in matching gifts. This momentum will then trickle down to the rest of your staff. 

Double the Donation outlines effective ways to get your leadership on board with matching gifts:

  • Using internal data. Rather than talking about the value of matching gifts, show the impact they can have on your organization through data. Highlight information about your number of match-eligible donations versus actual submitted matches, total revenue raised from matching gifts, and the number of donors who work for matching gift companies.
  • Spending time developing a strategy. Take a few hours a month to develop your matching gift strategy, and then encourage your leadership to do the same. This way, you’ll make your strategies even more effective.
  • Holding short meetings with leadership. Schedule short, 15-minute meetings that respect your leadership team’s time but that still allow you to demonstrate the value of matching gifts. Explain the basics of matching gifts, their impact, and their benefits. Then, schedule future meetings to report back on your progress and growth.

When your leadership is on board with your matching gift plan, your entire team will be more willing to work toward your matching gift goals. Get them excited about the prospect of a huge donation revenue increase.

10. What is a matching gift database?

Even after you’ve gotten support for matching gifts across your organization, there’s still more that can be done to build up your matching gift revenue. 

Making the investment in matching gift software can provide just the boost you need to drive those match-eligible donations to completion. More specifically, a matching gift database can give you access to information about thousands of company matching gift programs.

How does a matching gift database work?

A matching gift database is easily accessible via a search pool plugin. This plugin can go anywhere on your website, including donation forms and dedicated matching gift pages, and allows donors to search for their eligibility in seconds.

Here’s how it works:

See exactly how a matching gifts database works.

  1. The donor accesses the search tool on your website.
  2. The donor types their employer’s name into the search tool.
  3. The search tool then populates with information about their employer’s matching gift program.

If you’re looking for effective matching gift software, check out Double the Donation, the leading provider of matching gift tools.

Double the Donation offers a powerful matching gift automation tool called 360MatchPro. Organizations can embed the matching gift search tool anywhere on their website. From there, donors can access Double the Donation’s comprehensive matching gift database, which houses information on more than 20,000 companies and subsidiaries and their matching gift programs.

360MatchPro by Double the Donation also scans information donors provide during the donation process, determines their matching gift eligibility, and triggers automated emails that outline the next steps specific to the donor.

Plus, 360MatchPro integrates with more than 60 of the leading nonprofit CRMs, peer-to-peer fundraising software, and donation software, so it’s an excellent choice if you’re already using one or more of those tools.

360MatchPro by Double the Donation can significantly boost your matching gift revenue.

According to a matching gifts report by Top Nonprofits, only 6.7% of organizations they surveyed got a perfect score on their matching gift scoring criteria.

However, the two organizations out of 30 total that received a perfect score use 360MatchPro to help them identify and follow up on matching gift opportunities. Using this tool from Double the Donation can help you zero in on more match-eligible donations, see those matches through to completion, and boost your overall revenue.

11. What is the donor side of matching gifts like?

As you collect donations from your supporters, their experience throughout the process can determine whether you retain their support. That’s why it’s important to streamline your entire donation process, including your matching gift efforts.

First, you should make sure you understand the matching gift lifecycle:

  1. A donor makes a gift to a nonprofit.
  2. The nonprofit follows up with the donor about matching gifts, and the donor submits a request to their company.
  3. The nonprofit verifies the donation with the matching gift company.
  4. The nonprofit follows up and cultivates a relationship with the donor.

After you’ve successfully identified each stage of the matching gift lifecycle, you can then focus on improving each of these steps to make sure the process goes as smoothly as possible for your donors.

Evaluating Your Current Donation Process

As donors give to your organization, do they see helpful resources about matching gifts? If not, the time of the donation is a prime opportunity to educate them.

This is where that embeddable matching gift search tool comes in handy. Allow donors to use the search tool during the donation stage so they can immediately take action.

Following Up About Matching Gifts

Once donors have submitted their donation, follow up and let them know that their gift can go twice as far! If they haven’t submitted a match request to their employer, now is a perfect time to send a follow-up email to get the ball rolling.

Again, if you choose to use a tool like 360MatchPro by Double the Donation, you can automate this process. This matching gift platform will automatically email donors on your behalf with the information they need to figure out their eligibility.

You can even go beyond email outreach by calling donors. Consider making phone calls to a narrowed-down list of high-value matching gift donors who are more likely to submit a match request. Phone calls take more of your staff’s time, but being selective about who you call can add a meaningful human touch to your matching gift outreach.

Streamlining Your Verification Process

While the verification process might seem straightforward enough, many organizations might run into issues with understanding the process. Verifying the original donation with a matching gift company means familiarizing your team with the corporate giving platforms that companies are using. 

Some of these top corporate giving platforms include Benevity, YourCause, and CyberGrants. Understanding the guidelines for each of these major vendors will help you respond to verification requests quickly and avoid missing out on any matching dollars. Be sure to educate your staff so they understand how the verification process works.

Thanking Your Donors

Thanking your donors should go without saying, but it’s still something we have to emphasize. Use your automation tools to thank your donors not only following their donation but also after you’ve received the match from their employer. This will help you cultivate the relationships you need to continue growing and serving your mission as a nonprofit.

For high-value donors, think about even more personalized approaches to give your thanks. Handwritten letters, eCards, and phone calls from senior leadership staff are just a sampling of the channels you can use.

Reviewing how your nonprofit handles the matching gift lifecycle can help you streamline the matching gift process for donors. Make it as easy as possible for donors to submit their matching gift requests, and then follow up to make sure they understand what the next steps are.

12. My organization has multiple chapters or affiliates. How should I go about the matching gift process?

For many organizations, encouraging matching gifts means keeping track of your donors’ employers and having a set process in place for outreach.

However, larger organizations that have multiple chapters or affiliates may run into issues when setting up their matching gift process.

These types of organizations can consolidate their matching gift process. According to Double the Donation, consolidation means that each chapter or affiliate will follow a central process to secure matching gifts. Here are some top tips on how you can do this:

  • Choose how you’ll consolidate. Whether this is on a national level, a regional level, or independent by chapters, you’ll want to base this decision on how consistent you want your donor experience to be and how you want reporting to take place.
  • Develop an action plan. Your action plan should include understanding your current process, putting together a matching gift team, optimizing the verification process, and determining your revenue goals.
  • Standardize the follow-up process. Set clear guidelines to ensure individual chapters are identifying and following up with match-eligible donors. This way, you can continue the conversation around matching gifts and create a more consistent donor experience.
  • Standardize the overall process. Beyond following up, select someone who can keep your organization on track to help standardize the process across chapters or affiliates. And don’t forget to make it positive! Help each section of your organization see the benefits of consistency.

These strategies can make a huge difference if your organization runs in multiple locations. A consistent process will help your teams avoid missing out on matching gift opportunities and create specific guidelines each unit should follow.

13. Are matching gifts the only type of corporate giving?

In addition to matching gifts, there are many other types of corporate philanthropy. From monetary grants for volunteer hours to programs that take place on the corporate side, here are some of the top corporate giving programs:There are several different types of corporate giving in addition to matching gifts.

Volunteer Grants

Also known as “Dollars for Doers” programs, volunteer grants are a type of corporate philanthropy in which companies provide monetary grants to organizations where their employees regularly volunteer.

Here’s how volunteer grants work:

  1. An individual volunteers with a nonprofit.
  2. The individual tracks their hours and submits a request for a volunteer grant with their company.
  3. The company verifies the hours with the nonprofit.
  4. The company provides a check to the nonprofit.

If you already have a dedicated group of volunteers, encourage them to check their eligibility for a volunteer grant. You might be able to get some extra corporate dollars this way.

Request a demo of 360MatchPro to learn about volunteer grants.

Fundraising Matches

Fundraising matches are similar to matching gifts in that donations are matched by a company.

The difference?

Fundraising matches apply to fundraising events, like walk-a-thons or 5Ks. The event participant’s employer will then match the money the participant raises through sponsorships or other donations.

Automatic Payroll Deductions

One of the simplest forms of corporate giving is automatic payroll deductions. Through this corporate giving program, employees have a portion of their paychecks donated to a nonprofit on a regular basis.

Specific companies may have guidelines on which organizations they’ll donate to. Typically, the organization has to share similar values with the company, like environmental causes or other issues. Once your organization has been approved, this is a great source of recurring donations.

In-Kind Donations

Many companies donate more than just money to nonprofits. Some also provide in-kind donations, which means goods or services. To give you an example, a company might donate computers, consulting services, or even food to organizations.

In-kind donations not only benefit nonprofits, but they also give companies a sense of pride in helping a worthy cause.

14. Where can I learn more about matching gifts?

Now that we’ve answered the most common matching gift questions, you should have a deeper understanding of what matching gifts are. You can now start encouraging matching gifts from your supporters and watch your donation revenue increase exponentially.

If you need some additional information about matching gifts before you get started with them, we’ve compiled some helpful resources below:

Request a demo to learn more about 360MatchPro, the ultimate matching gift software.

Check out these four nonprofit storytelling best practices to win over your donors’ hearts.

4 Ways to Win Donors’ Hearts with Nonprofit Storytelling

When it comes to marketing your nonprofit’s mission and connecting with donors on a deeper level, nothing is better than an engaging story.

Your nonprofit storytelling needs to capture your audience’s attention, clearly explain the problem you’re facing, and empower supporters to be a part of the solution. Ultimately, it should inspire donations and other forms of support. In this guide, we’ll walk through:

Because nonprofit storytelling is a critical component of your overall marketing strategy, it’s essential to hone your skills. Let’s get started!

Click here to learn more about how to get more eyes on your nonprofit storytelling with the Google Ad Grants program.

Why Is Nonprofit Storytelling Important?

It’s hard to forget a good story. While we might not remember the specific facts or details, storytelling is still one of the best ways to connect with other humans and share an experience.

Additionally, studies show that roughly 70% of companies invest in content marketing to convey stories to their audiences. With so many organizations investing in this method, there are clearly real benefits to using storytelling in marketing strategies.

Storytelling Benefits To Your Nonprofit

Here are the top benefits a dedicated nonprofit storytelling strategy can bring you:

  • Increased fundraising revenue. Your nonprofit’s storytelling efforts can be the exact conduit you need to inspire donors to give. The key to motivating them to give is to land your story in front of the right audiences.
  • Improved click-through rate and online conversions. Because stories tend to be more engaging, you’ll likely see an increase in the number of people who click on your website, social media posts, or Google Ads.
  • Larger membership base. Does your nonprofit organization have a membership program dedicated to your most passionate supporters? Nonprofit storytelling is one of the best ways to attract membership candidates who connect deeply to your cause.
  • Better donor appreciation. Donor appreciation is a critical component of building lasting relationships and increasing retention. Instead of just sending a bland thank you email, incorporate storytelling to share a thought-provoking, real story about how their support made a difference.

Another key benefit of nonprofit storytelling is that your supporters will be more informed about your cause and your organization’s needs. Seeing the impact of your work through testimonials from beneficiaries will remind them of the good that their contributions enable.

What Are The Elements Of Nonprofit Storytelling?

Compelling Characters

Every good story needs a hero. For your nonprofit story, you’ll need a compelling character to act as the main lead and inspire support.

This “character” should be a real person who has been impacted by your nonprofit in some way. For example, you might choose to center one of these supporters in your story:

  • dedicated volunteer
  • A long-term, major donor
  • A beneficiary who is willing to share their personal story
  • A staff member

To translate details about these supporters or beneficiaries to your audience, you’ll need to use more traditional storytelling methods. Here are some ways to capture their personalities and emotions on screen or paper:

  • Establish a face and name. Put a face to this individual by attaching a photo and name to the story. This instantly makes the story feel more personal to viewers.
  • Give them a distinct voice. Make your character feel three-dimensional to your audience by highlighting personal details. Show off their unique way of speaking about their experiences or their background that led them to engage with your nonprofit.
  • Show how they were impacted by your organization. The resolution for this story should be shaped by your nonprofit’s involvement in the character’s life. Clearly show how your organization led them to this key moment.

For example, Feeding America includes these stories from Native American women working towards food security on their website. The nonprofit includes their names, a photo of them, and an explanation of how they are supporting the cause:

This example from Feeding America shows how prominent organizations use “characters” in their nonprofit storytelling.

When you involve real people in your stories, remember to consider the ethics of the story you’re telling. As the nonprofit, you are in a position of power—especially if the subject is a beneficiary. Lead with their best interests first, and never indicate that your services are contingent upon their participation in the storytelling campaign. Everything presented in the campaign must be honest and transparent.

Dramatic Arc

The dramatic arc is what hooks your audience, gets them invested in your narrative, and empowers them to play their own role in the story.

Here are the five main elements of a dramatic arc:

This graphic depicts the five main parts of the nonprofit storytelling dramatic arc.

  1. Exposition. Introduce your character and establish goals related to your mission. If your mission is to provide clean water, for example, one of your character’s goals could be ensuring that his family stays healthy after getting sick from dirty water.
  2. Conflict. Here, you’ll present the challenge that your character is facing. The conflict should be related to the problem your nonprofit is trying to solve. In our water example, this could be that the family’s water source was polluted with chemicals. Consider all the obstacles your character might face, like a lack of resources or policy knowledge.
  3. Rising action. Next, lay out the stakes and explain why the problem is a problem. You might also highlight previous attempts to solve the issue. For instance, you might say that the local town has needed clean water for a while, but an increase in spills from nearby factories has made it difficult to keep the infrastructure in place.
  4. Climax. This is where you’ll explain how the problem got fixed and the exact role that your nonprofit plays. What did your nonprofit do? What was the specific action that made the difference? For example, with help from your annual fundraising campaign, your nonprofit was able to build a clean water infrastructure system that is easy to fix and regulated yearly.
  5. Resolution. Show the newly improved life of the character in your story. Urge the audience to play a part by calling them to donate, share a message, or volunteer.

As you’re crafting your story, remember to be as clear as possible about the goals of the character, the challenges they face, and how exactly your nonprofit and audience can help. These are the most important aspects of the story, and they need to shine through for your nonprofit to make an impact.


The solution to your story provides proof that your organization truly makes a difference. When explaining your solution, you should:

  • Empower the donors to be a part of the story by making the next action they should take clear.
  • Use language that creates a sense of urgency by mentioning a specific deadline and explaining what would happen if your nonprofit is unable to act.
  • Make it convenient for the audience to take action by including a donation button, link to signup forms, or social sharing buttons with your request.

For example, Step Up For Students created a blog post highlighting the story of a scholarship recipient attending Notre Dame who achieved salutatorian status in his class (note the prominent donation button in the sidebar!):

This is a nonprofit storytelling example of an organization demonstrating how they were a solution to a beneficiary’s problem.

4 Best Practices To Take Your Nonprofit’s Storytelling To The Next Level

These four best practices will elevate your nonprofit storytelling to help you achieve ambitious goals.

1. Support a Specific Goal

Make sure you have a specific goal or action at the center of your narrative. The goal you pick will depend on your unique needs and audience, but here are some examples to get the ball rolling:

  • Raise $10,000 in revenue as a direct result of the storytelling campaign.
  • Grow your membership program by 100 members.
  • Send personalized thank-you messages to each donor within one week of their gift.
  • Boost donor engagement on your social media accounts by 25%.

To improve your fundraising strategy beyond this single campaign, look at your database and make note of engagements or key performance indicators (KPIs) that are falling short. Then, craft a story to support that area, and make sure to note it as a priority for future marketing efforts.


Want marketing tips and tricks to help you reach your goals? Sign up for our newsletter!


2. Activate Supporters’ Empathy

Making supporters feel something is the main conduit to whether or not they will feel passionate about your mission and decide to give.

This example from the ASPCA’s homepage makes an emotional appeal by using images of the animals that they work to aid, asking supporters to help them:

This example from the ASPCA depicts two sad puppies that are looking to the viewer for help.

Before you can activate your own supporters’ empathy, it’s key to understand your audience so you know why donors choose to support your cause. Analyze data about your supporters like their past philanthropic involvement, political contributions, and demographic information to get a feel for their personal values. Then, pinpoint those values in your story.

To make an emotional appeal, make sure to closely follow and highlight your character’s emotions. Aim to center their perspective so your audience feels like they are walking in the supporter or beneficiary’s shoes. To immerse them in the story, remember to describe sensory details like sounds, smells, and feelings.

3. Use Visuals

Visuals help evoke emotion from your audience, leave a lasting impression in your supporters’ minds, and build your organization’s brand.

The best part is that visuals can take so many forms nowadays and can supplement your storytelling in different ways:

  • Photos. Images bring a real face to the story you’re telling, helping supporters understand that their help is impacting real people. At your next fundraising event or volunteer opportunity, make sure to take photos (and get permission to use them).
  • Infographics. These graphics convey a wide breadth of information in an easily digestible format. Ideas include using charts, maps, reports, and other fun graphics to help your audience visualize data and understand your impact.

Look through your own arsenal of marketing materials and determine if any of your visuals are viable for use in your nonprofit story.

4. Leverage Video Content

In a 2023 study, 91% of people surveyed said that they want to see more online videos from organizations—satisfy this demand with your storytelling strategies.

To create an effective video, follow these best practices:

  • Keep on-screen text to a minimum. Narrate the video as much as you can so participants don’t have to read long paragraphs. If you need to use on-screen text, stick to about 60 words per minute of the video and allow for one second of read time for every two to three words.
  • Make the video cohesive. Make sure the music and supporting media (like images or copy) match the overall theme of the story. These added elements can go the extra mile in making your supporters feel a certain way.
  • Consider accessibility. Be sure to add closed captions to the video for any spoken dialogue or other sounds (hint: platforms like YouTube can do this automatically!). Not only does this make the video content accessible to more of your supporters, but people can view the video without audio and still understand your message.

For inspiration, check out this video from the World Wildlife Fund. It shows the importance of each tiny piece of an ecosystem and encourages people to “love it” by supporting WWF (or risk losing it):

Apply for the Google Grant with Getting Attention

Spreading awareness of your nonprofit and reaching new people with your carefully crafted stories will be the final, often most difficult, step in nonprofit storytelling. Traditional marketing channels like television can be costly, and you might feel overwhelmed by the vastness of digital marketing.

To receive professional help and get $10,000 in Google Ads for free, consider working with a Google Ad Grants agency.

If you aren’t familiar, the Google Grant is a program hosted by Google that gives $10,000 in Google Ad credits to nonprofit organizations each month. The purpose of this grant is to help nonprofits promote valuable digital content (like your stories!) to their supporters.

To gain access to the program, your nonprofit will need to apply, maintain compliance, target relevant keywords, and manage multiple ad campaigns. Getting Attention is a Google Ad Grant agency that’s ready to help you apply and manage your Google Ad campaigns.

Additional Resources

People are inspired by, learn from, and remember stories. Your nonprofit already has a compelling story: a built-in goal (mission) and antagonist (issue) to drive the narrative forward and captivate your audience members. Take advantage of this story waiting to be told in your next campaign.

To learn more about how you can level up your nonprofit marketing, explore these additional resources:

Book a consultation with Getting Attention and start dominating Google’s search results page.

Make your cause stand out to donors with the help of the following five tips.

Making Your Case to Donors: Top 5 Tips to Increase Donations

If you’re a nonprofit professional, you know just how important donations are to your organization. You may receive funds in other ways, such as grants or sponsorships, but consistent donations will launch you toward your fundraising goals.

Making your case to donors through presentations and one-on-one meetings is extremely effective because it allows you to start an in-person dialogue with donors and gather audience feedback. While other outreach methods such as emails and phone calls permit you to reach donors where they are, presentations and meetings allow for a more personalized, hands-on approach to increasing donations.

When you’re making your case to donors in a presentation or meeting, you want to make your cause stand out and prove why it’s important for them to contribute. We’ve compiled a list of tips to help encourage donations, including:

  1. Get to know your donors.
  2. Incorporate storytelling.
  3. Create a sense of urgency.
  4. Make it clear where donations are going.
  5. Add credibility to your case.

With these five tips in mind, you can strengthen your relationships with donors and motivate them to give back to your cause.

1. Get to know your donors.

When you understand your donors on a deeper level, you can offer more personalized messages and calls to action. Communicate with donors frequently through a variety of methods to learn more about them and gather feedback. These outreach methods may include email check-ins, annual surveys, phone calls, and social media direct messages.

The more you know about your donors, the better you can reach them. Ask them what interests them most about your nonprofit. Your organization may offer many different services, but matching each donor to the service they’re most passionate about will allow you to personalize your communications when it’s time to ask for donations.

You can store this information along with any other relevant demographic data in a donor data platform. NPOInfo explains that when you store all donor information in one place, it streamlines your communication with donors. You can reference this information to pick up donor communications where they left off and make sure each outreach point builds on previous conversations.

2. Incorporate storytelling.

When you speak to donors, you want to make your message as engaging as possible. That’s where storytelling comes in.

As Be Brilliant explains it, using storytelling in a presentation gives some individuality to your case. For example, you might not be the only animal shelter out there, but what makes yours unique? Perhaps your pet adoption program is so successful because of your organization’s unique pet-matching program that matches people with pets using a personality quiz. You might tell a story about an individual who came in looking for a pet with specific traits and found the perfect new furry family member for their needs.

Instead of drawing on generalities about your organization, use a story to show off exactly what your organization does. Plus, stories are better at eliciting emotions, which can motivate your donors to take action.

3. Create a sense of urgency.

Your supporters may feel connected to your organization, but if they don’t feel inclined to donate immediately, they’ll likely put it off and eventually forget to show their support. The two most popular times to donate tend to be the end of the year giving season and during major crises. However, this tendency can leave your nonprofit feeling strapped for cash in between popular donation times.

To solve this problem, create a sense of urgency surrounding donations. You do important work all year long, and you need regular donations in order to support it. Setting deadlines for donations pushes people to take action quickly.

Another way to create urgency is to connect your case to a relevant campaign or seasonal event. When donors see the larger initiative attached to your request, they may be more inclined to donate. For example, designated giving days like GivingTuesday that have hard deadlines can inspire quick responses.

Lastly, be extremely specific about what action you want your donors to take. When you write a clear and easy call to action, you’re more likely to inspire a quick response. Include all details potential donors will need to contribute to your cause, including a donation link.

4. Make it clear where donations are going.

When people give to an organization, they want to know exactly what their donation is going toward. That way, they can see the impact they’ve made and feel proud of their contribution.

The more specific you can get about the impact someone’s donation will have, the better. For example, instead of stating that donations will help animals in the shelter live a better life, share that the funds raised in the next month will go toward building a new outdoor space where dogs can get a break from the cramped conditions inside.

If you’re planning a live presentation for donors, this should be the bulk of your presentation. Make your current initiatives more tangible for donors with thorough explanations, infographics, pictures, and videos.

5. Add credibility to your case.

One of the biggest challenges of marketing your cause is establishing trustworthiness. It can be difficult for donors to trust an organization they may have never heard of or contributed to before.

However, there are ways to show that your organization is credible. For example, one of the best ways to gain trust when promoting your cause is to display donor testimonials. Ask some of your top supporters to share their experiences with your organization. Adding quotes from real people associated with your nonprofit will help verify your organization’s credibility.

Other strategies to demonstrate credibility include mentioning any seals of approval your organization has received and creating graphics that show exactly where your money comes from and where it goes.

Since nonprofits heavily depend on donations, it’s important to show donors your cause is worthy of their unwavering support. Consider implementing these tips to bolster your case to donors in presentations and meetings and encourage more donations.