With 30% of annual giving occurring in December, it’s not surprising that the holiday season is also the ultimate nonprofit fundraising season. People feel inclined to give back to their favorite causes during the holidays, and nonprofits should lean into that giving spirit to maximize their fundraising results.
However, there are so many nonprofits for donors to choose from. How do you make yours stand out and capture the attention of potential donors?
When you implement Christmas-specific fundraising ideas, you make holiday giving fun. There’s no better way to entice people to give during the holiday season than to give your fundraising efforts a little Christmas spin. Let’s walk through 20 Christmas fundraising ideas so your nonprofit can engage donors and earn more this holiday season.
1. Christmas eCards
Christmas cards are a classic way to spread holiday cheer with family and friends. What if you could make Christmas cards more convenient and use them to encourage holiday giving?
Enter Christmas eCards. With eCards, people can connect with their loved ones—no matter where they are—with the click of a button. Your nonprofit can use dedicated holiday eCard software to create Christmas eCards and sell them on your website to raise money for your cause. Then, donors can add personalized messages and share their eCards. 
Another way to fundraise with Christmas eCards is to offer them as tribute gifts. Donors can contribute to your nonprofit in honor of a loved one and send them an eCard detailing the donation and your cause. In that case, eCards act as Christmas cards and presents, spreading double the holiday cheer.
If you’re curious about what a Christmas eCard fundraising campaign looks like in action, eCardWidget provides a few examples from organizations like UnitingWorld and Habitat for Humanity South Africa.
2. Christmas Auction
Another Christmas fundraising idea is hosting a Christmas auction. This type of fundraiser is very versatile because you can pair it with other fundraising methods. For example, if you’re hosting a Christmas party or other holiday-themed event, you can include an auction as part of the festivities.
Plus, auctions are a great way to not only earn money for your cause but also offer donors something in return for their contributions. Include an array of holiday-themed items, such as wreaths, ornaments, sweaters, gift baskets, gift cards, and holiday event tickets.
To offset the costs of procuring items, reach out to local businesses to obtain corporate sponsorships. Then, companies can donate items to be auctioned off to your supporters. In exchange, you can promote these businesses on all marketing materials, including your website, newsletter, and social media pages.
3. Holiday Matching Gift Campaign
What could be better than a fundraising idea that comes at no additional cost to donors but has the potential to double—or even triple—your fundraising revenue? When you promote matching gifts, you make it more likely that donors will submit matching gift requests to their employers in an effort to double the impact of their donations for your cause.
While you may already advertise matching gift opportunities to your donors, doing so during the holiday season when giving is at an all-time high can be an effective way to raise even more. Since the matching gift process almost exclusively occurs online, leverage a digital fundraising campaign to promote matching gifts, using methods such as social media, Google Ads, and email.
To facilitate the matching gift process, consider using matching gift software. Double the Donation’s guide to matching gift software vendors explains that since many donors don’t know if they’re eligible for matching gifts, they don’t fill out matching gift requests, leaving extra money on the table that nonprofits could benefit from.
When you implement matching gift software, donors can check their matching gift eligibility and send matching gift requests right from your donation page, guaranteeing you’ll receive the associated company matches.
4. Christmas Cookie Exchange
Nothing screams Christmas joy like Christmas cookies. Host a Christmas cookie exchange to get your supporters’ creative juices flowing and bring your community together this holiday season.
Charge participants a small fee for entry. Then, all you’ll have to provide is a space for people to exchange cookies! This type of fundraiser is an easy and fun way to engage donors and their families during the holiday season.
You can raise even more with your Christmas cookie exchange by:
- Selling cookie dough. For supporters who want to participate but aren’t the best bakers out there, make it easy by selling pre-portioned packages or tubs of cookie dough. That way, you can earn even more for your cause and increase engagement rates.
- Turning it into a cookie-a-thon. If you want to bring out your supporters’ competitive sides, transform your Christmas cookie exchange into a cookie-a-thon. During a cookie-a-thon, participants can obtain pledges for the number of cookies they bake during the event. Then, those funds will go back to your organization. After the cookie-a-thon, participants can opt-in to share their cookies during your Christmas cookie exchange.
- Hosting a cookie-eating contest. Don’t know what to do with all those cookies after your Christmas cookie exchange? Host a cookie-eating contest! You can charge participants a small fee to enter and provide a prize to whoever can eat a certain amount of cookies the fastest.
No matter whether you host a traditional Christmas cookie exchange or combine it with other Christmas fundraising ideas, you’re sure to entice your supporters with the prospect of enjoying a treat and contributing to your cause at the same time.
5. Tree Decorating Contest
When you think of Christmas, the traditional Christmas tree likely comes to mind. There are so many different ways you can incorporate a tree decorating contest into your holiday season fundraising strategy.
One option is to have supporters team up to decorate and pay an entry fee to participate. If your nonprofit has the means, you can provide each team with a tree or work with a local Christmas tree farm to offer trees to your supporters.
If you want to host your tree decorating contest virtually, you can have supporters pay a small fee and submit pictures of their decorated trees from home. This way, you can reach a wider audience and encourage anyone who’s confident in their home’s tree decorations to join in on the fun.
In order to judge the entries, have members of your staff evaluate trees based on their creativity, festivity, and overall quality. To earn even more from this fundraiser, you can have supporters pay a small fee to vote on their favorite entry and determine the winner that way.
6. Holiday 5K
Get your supporters active this holiday season with a festive 5K. Have runners pay an entry fee so you can raise money for your cause.
It’s easy to host a 5K—all you have to do is secure space for the course. Then, you can focus on making the run fun and filled with holiday cheer!
For example, you can encourage participants to dress up in holiday attire. From Santa suits to ugly sweaters, there are a variety of ways participants can dress according to the theme.
As a final touch, sell Christmas-themed branded merchandise. Consider offering t-shirts to commemorate the event and other smaller items such as mugs and stickers. That way, you can raise even more for your cause.
7. Online Shopping Fundraiser
What’s better than a fundraiser that doesn’t require supporters to contribute any additional money to your nonprofit? Online shopping fundraisers allow your supporters to give back to your cause while they purchase holiday gifts for their loved ones.
Check out how an online shopping fundraiser works:
- Supporters download an online shopping fundraiser app or browser extension.
- Then, supporters shop online using the app or browser extension.
- Supporters choose their nonprofit of choice, and a percentage of their purchases goes toward a worthy cause!
To facilitate this fundraiser, your nonprofit can partner with a provider like ShopRaise so your organization can be included in online shopping fundraiser apps. As a result, you’ll also have access to metrics about which supporters have used the app and how much they’ve contributed through their holiday shopping.
8. Polar Plunge
Challenge your supporters to a frigid polar plunge! For this fundraiser, supporters jump into a cold body of water to raise money for your nonprofit. They collect pledges from family and friends ahead of time, encouraging them to brave the cold for your cause.
When it comes to a polar plunge, safety is key. Here are some steps you can take to ensure all participants stay safe at your event:
- Have participants sign waivers when registering for the event.
- Hire EMTs and lifeguards to attend the event in case of emergency.
- Provide towels and blankets for participants after they take the plunge.
With safety precautions in place, you’re equipped to host a polar plunge event that brings out the daredevil in your participants and raises funds for your nonprofit.
9. Gingerbread House Contest
Inspire a little healthy competition among your supporters with a gingerbread house contest. Participants can pay a small fee for entry. Then, it’s time to get creative!
Work with a local bakery to provide participants with gingerbread and a variety of decorating supplies. Supporters of all ages can create their ideal gingerbread house and enter it into the running.
Then, have your staff and supporters vote on their gingerbread house of choice. You can even open up the contest to your social media followers to include a wider audience.
10. Breakfast with Santa
Family holiday fun awaits with a breakfast with Santa event. Invite your supporters to a festive holiday breakfast featuring special guest, Santa. Charge supporters an entry fee to attend.
Make the breakfast element easy by offering pancakes and waffles. That way, all you’ll have to do is buy pancake mix and ask your supporters to lend their griddles of waffle makers. If you want to provide a wider variety of food options, consider partnering with a local restaurant or catering company.
Don’t forget about the guest of honor! Have a member of your staff dress up as Santa and engage with families at the event. Then, you can feature pictures of Santa and your supporters on your social media to ring in the holiday season.
11. Christmas Text-to-Give
Take advantage of the giving season with a text-to-give campaign. You can make it easy for people to lend their support by offering the option to contribute right from their phones.
Choose a holiday-related keyword for supporters to text to a designated number. Then, they’ll be directed to your donation page where they can make a contribution.
For optimal success, make sure your donation page is mobile-friendly. Adjusting text size and image formatting can make your page more accessible, allowing more people to lend their support.
12. Holiday Gala
A holiday gala is a great way to gather your community together during the holiday season. Sell tickets for the event on your website and entice people to attend by offering sneak peeks on your social media.
Reach out to restaurants and catering companies to see if they’d be willing to cater the event. That way, you can provide a delicious dinner to your supporters at little to no cost to your organization.
Holiday galas also present an opportunity to look back at your successes from the past year. Create a slideshow that highlights your accomplishments and thanks attendees for their continued support.
13. In-Kind Donation Drive
Chances are that your beneficiaries could benefit from certain items in addition to typical donations. Encourage your donors to show their support in a different way with an in-kind donation drive.
Make a list of items your supporters can contribute. For example, an animal shelter may accept pet food, leashes, and bowls whereas a homeless shelter may look for holiday gifts, personal care items, and clothing for their residents.
Ensure it’s clear where supporters can drop off their contributions. You may create a festive donation box with wrapping paper and put it in a visible location outside your organization’s headquarters or in the building.
14. Holiday Movie Night
One of the easiest ways to fundraise during the holiday season is with a movie night. All your organization has to do is sell tickets and provide a space to show the movie!
To engage your supporters, have them vote on which holiday movie they’d like to see. You can even turn the event into a holiday movie marathon by showing multiple festive movies back to back.
Earn even more from your holiday movie night by selling snacks and drinks to enjoy. Ask your supporters if any of them have a popcorn machine they’d be willing to lend for the event. Then, you’ll really create an authentic movie theater atmosphere!
15. Ice Skating Event
Skate the night away at an ice skating fundraiser! Get in touch with your local ice rink to see if they’re willing to host a proceeds night. That way, a percentage of your supporters’ ice skating entry fees can go toward your cause.
To give this wintry event a holiday touch, consider selling hot chocolate or Christmas cookies for skaters to enjoy when they get off the rink. Just make sure to check that the rink allows outside organizations to sell items at their venue.
16. Christmas Bingo
Add a Christmas spin to the classic bingo fundraiser. Make this family-friendly activity suitable for the holidays by using Christmas-themed bingo boards, playing Christmas music, and giving away Christmas-themed prizes to the winners.
To make the event profitable, sell tickets for entry or depending on how many rounds people play. You can raise additional funds by adding a raffle or silent auction to your event.
17. Holiday Candy Grams
Allow your supporters to sweeten up their loved ones’ holiday seasons by selling holiday candy grams. Provide candy and paper for personalized notes, and you’re good to go!
From candy canes to peppermint bark, there is a variety of fun holiday-themed candy you can use for your candy gram fundraiser. Spread awareness of the event by promoting it on social media and allowing non-local supporters to purchase candy grams on your website. You can even have people send their candy grams with a festive eCard in lieu of a physical note.
18. Holiday Lights Festival
Want to provide a magical experience for your supporters? Transform your nonprofit’s facility into a winter wonderland! Depending on the size and nature of your building, you can create an indoor or drive-by lights display that gets your supporters into the holiday spirit.
Collect donations before supporters view the display. You can earn more from the event by selling holiday treats, such as hot chocolate and candy canes, for people to enjoy as they experience the display.
19. Christmas Scavenger Hunt
A Christmas scavenger hunt can get supporters of all ages excited about the holiday season. Hide Christmas-related items around your facility. Charge participants for entry, and whoever finds all the items first wins a prize!
You can also open up the scavenger hunt to people outside of your local area. Create an online version of the scavenger hunt by allowing supporters to send in pictures of the items on your list. Then, you can post the winning entry on social media.
20. Gratefulness Challenge
The true essence of the holiday season is being grateful for everything you have. Inspire supporters to share what they’re grateful for with a social media challenge. In December, you can encourage supporters to post a photo of something they’re grateful for, such as loved ones or pets.
Raise funds with a gratefulness challenge by having participants share a link to your donation page. They can contextualize their post for supporters by explaining the challenge in the caption and how their support can help your nonprofit propel its mission forward.
Your supporters can amplify their impact by tagging friends and family members and encouraging them to participate in the challenge as well.
Wrapping Up & Additional Resources
The holiday season is all about three things: friends, family, and fun. Let your Christmas fundraising campaign reflect what this time of year truly stands for.
Provide opportunities for donors to participate in fundraising with their loved ones and support your organization in a way that also gets them excited about the holiday season. That way, everyone can enjoy the fundraising process and ultimately help your organization meet its year-end fundraising goals.
Looking for more fundraising resources? Check out these articles:
How to Use Matching Gift Forms 101: A Nonprofit Guide
/in Nonprofit Communications, Nonprofit Fundraising, Nonprofit Tools /by Jessica KingMost nonprofits are familiar with matching gifts. But how many organizations actually pursue them with a dedicated strategy? According to Double the Donation, $4-$7 billion in corporate matching gift funds goes unclaimed every year. When 78% of donors have no idea if their employer matches gifts, the group is not completing the matching gift forms their companies require to secure corporate revenue.
In order to bridge the gap, nonprofits are taking increasingly proactive approaches to educate donors and provide them with the matching gift forms they need. We’re here to show you how to do just that. Supply donors with the right forms, streamline the request process, and drive more matches to completion.
In this guide, we’ll cover all the essentials of matching gift forms, including:
In the end, you’ll know how to raise more revenue for your nonprofit by strategically promoting matching gifts. Let’s get started!
What Are Matching Gifts?
Matching gifts are a unique and impact-driven fundraising initiative in which one donation is matched by another, ultimately producing double the value. These contributions take place when a company or other entity agrees to match individual donations—either to a specific organization (such as with a one-off matching gift program) or a range of charitable missions.
While various types of programs include personal matching gifts (e.g., a generous supporter matches donations up to a certain amount for an organization during a campaign) and larger matching gift campaigns (e.g., a business, foundation, group of supporters, or another benefactor matches gifts up to a certain amount), the most common by far is corporate matching gifts. In these programs, employers match the donations their employees make to eligible nonprofits, thereby incentivizing philanthropy among their staffs.
Most companies have a set match ratio (usually 1:1, though it can be higher or lower), but lots of employees don’t know their companies even offer these programs. That’s why it’s important to promote matching gifts in your marketing strategy. Many supporters won’t know to check with their employers until you suggest it!
Generally, the corporate matching gift process looks like this:
But as you get into the nitty-gritty details of matching gift policies, there are a few other things you need to keep in mind.
Eligibility
Both your donors and your organization have to be eligible for a matching gift. First, donors should confirm that their employment status (full-time, part-time, or retired) allows them to submit a match request. From there, you’ll want to verify that your organization falls into one of the specific nonprofit categories the company donates to. (Hint: most registered 501(c)(3) organizations will qualify!)
Minimum and maximum gift amounts
Most matching gift companies establish a limit on the amount of money they’ll match, typically stating the maximum each employee can request each year. Businesses also determine a minimum amount, though this is generally set at around $25 or less.
For an employee’s matching gift request to be approved, their recent gift should fall within the threshold their company has defined.
Match ratios
Though it ranges from one company to the next, most employers offer a dollar-for-dollar (or 1:1) match, with most ratios ranging from .5:1 to 4:1.
Before a donation can be matched, all of those considerations must be addressed. That’s where matching gift forms come into play!
What Are Matching Gift Forms?
Matching gift forms are a specific type of document completed by an individual donor and used by a matching gift company to review the individual’s eligibility. This form generally captures specific information regarding the donor, their recent gift, and the recipient organization to ensure the requested match adheres to the company’s program guidelines.
As donors initiate their requests, there are a few kinds types of matching gift forms they might expect to use: paper, electronic, and automated. Let’s take a look at each format below.
Paper Matching Gift Forms
While paper matching gift forms aren’t very common these days, it’s still important to offer access to a paper version if it’s available. This is especially crucial for older supporters who prefer paper materials or for certain (though few) companies that require them.
Regardless, the paper form includes the following key components:
Here’s how it works: The donor will typically need to provide official documentation of their gift (such as a donation receipt, which your nonprofit will need to create), as well as information about the type of organization (cultural, educational, etc.) and the donation date.
Once the paper form has been filled out, the donor can submit it via the employer’s preferred method (mail, fax, etc.), and the company will review the request.
Electronic Matching Gift Forms
Electronic matching gift forms make it easier for employees to submit their matching gift requests, which is great for your organization! The entire process is more streamlined, which results in more donors filling them out.
Plus, electronic forms can be used in conjunction with matching gift software (more on that below), which nonprofits use to encourage matching gift request submissions and automate the entire process.
Here are the key components of electronic matching gift forms:
Once the electronic form has been submitted, the employer reviews it and determines whether the donation is eligible for a match. Then, your organization will need to verify the donation for the matching gift company by confirming receipt of the original gift and verifying your 501(c)(3) status.
Automated Matching Gift Forms (From Double the Donation)
The final category of matching gift forms are those exclusive to Double the Donation, the industry’s leading provider of matching gift software. They’ve recently rolled out a few new types of matching gift forms that can make a significant difference in overall program participation rates.
These include Double the Donation’s standard matching gift form (for one-off matching gift programs*) and complete auto-submission functionality (for companies using CSR platforms that integrate with 360MatchPro).
From a donor’s perspective, the key difference between this type of automated submission is that the request process takes place entirely behind the scenes. In fact, the donor is not required to provide additional information about their donation to complete their match submission. Instead, Double the Donation leverages data from the transaction record itself, along with details provided directly by nonprofit organizations, to complete the form behind the scenes.
All the donor typically needs to do is enter their corporate email address to verify their identity and authorize Double the Donation to submit a match request on their behalf. From there, the standard match form is automatically completed and emailed to the donor’s employing company to review, approve, and disperse funding as usual.
*One-off matching gift programs are a unique form of corporate matching gifts in which a company partners with a single organization to encourage employee giving to the cause. It’s a great way to engage companies that don’t currently offer standard matching gift programs but are interested in growing their philanthropy. Check out Double the Donation’s complete guide on the topic here!
How Can Matching Gift Software Help?
You might have heard the term matching gift software floating around in the fundraising landscape. But has your team ever invested in or really considered these options?
Most leading matching gift software solutions (including our top recommendation, Double the Donation) encompass a few key components.
Donation page widget or search tool
A matching gift database houses information on thousands of companies that offer matching gift programs. This means the database includes details about the company, their match ratio, minimum and maximum amounts, and, most importantly, a link to their matching gift form.
Through an embeddable search tool that can go anywhere on your website, donors type in the name of their employer. The tool then pulls up all of the info they need about submitting a match request.
Automated email follow-ups
Some matching gift software automates the entire process. When a donor makes a gift to your organization using a form equipped with this type of tool, the platform automatically scans the information they provide to determine if they qualify for a match.
Then, depending on their eligibility, the platform triggers outreach outlining the next steps the donor should take. For match-eligible individuals, emails generally contain the recipient’s company-specific program guidelines, links to the appropriate matching gift forms, and encouragement to complete the process.
When choosing matching gift software, you’ll want to look at a few different factors:
Once you’ve settled on a solution, you’re ready to get started!
If you need a little extra advice, our suggestion is Double the Donation’s complete automation system, 360MatchPro. (Take our word for it! Get a demo of Double the Donation here.)
Double the Donation is the leading provider of matching gift solutions. Its matching gift database has collected data on more than 24,000 companies and subsidiaries, along with each one’s matching gift program information. These businesses employ nearly over 26 million individuals, who make up an estimated 99.68% of all match-eligible donors.
How to Incorporate Matching Gifts into Your Donation Form
When people come to your donation page, they’re seriously considering donating to your organization They’re engaged with your mission and therefore receptive at this time to learning about matching gift opportunities.
Take the following scenario to help this point:
This is one of several ways you can incorporate matching gifts into your donation process. Alternatively, you can embed your matching gift search tool into your…
From there, an automation platform will automatically follow up with match-eligible donors and encourage them to submit a matching gift request. Using tools like these, such as Double the Donation’s 360MatchPro, you can:
Incorporating matching gifts into your donation form and giving process will raise even more awareness around matching gifts. And that’s exactly what needs to happen if you want donors to submit their match requests!
How to Market Matching Gifts Effectively
So you’ve invested in matching gift software and paved the way to start accepting matched gifts. But, besides promotional tactics on your donation page, how do your donors know to get on board?
Like any other opportunity to give, your nonprofit must do its part to inform supporters and request their donations by spreading the word about your fundraising efforts. The good news is that the message about matching gifts can be incorporated into all of your classic marketing channels. Here’s how!
Social media:
Especially since matching gift forms and the right software make the process so easy, a quick explainer post about matching gifts on your social media channels can encourage followers to check their eligibility and submit a request!
Email marketing:
Whether you’re sending a post-donation acknowledgment or scheduling a mass digital newsletter, your organization’s email communications provide an excellent opportunity to promote matching gifts to your audience. It’s impactful, cost-effective, and can be automated with your matching gift platform.
Your website:
Create a page dedicated solely to matching gifts. Include everything your site visitors need to know, like a definition of matching gifts, the most frequently asked questions, your organization’s contact information and tax identification number, and your embedded matching gift database.
The Google Ad Grant:
If you’re already leveraging Google’s Ad Grant program for nonprofits to draw more traffic to your website, it’s a great place to increase visibility and awareness of matching gifts. If you haven’t already taken steps to secure $10,000 worth of free advertising space for your organization, now’s a good time to look into it. Then, use your credits to promote your matching gifts page or donation form!
Flyers and promotional materials:
Pique supporters’ interest by adding a small section or reminder about matching gifts in any of your promotional materials. Include a link on your fundraising flyers or promotional posters to more information about matching gifts so supporters are reminded to check into it.
Inspiring Matching Gift Form Examples
Interested in exploring the process donors will take to request matching gifts on your organization’s behalf? We’ve pulled a sample entry for you.
From there, your nonprofit will be on its way to securing more matching gift revenue!
Final Thoughts & Additional Resources
Understanding how to use matching gift forms is essential for your nonprofit. For the best results, your team should be able to guide donors to their correct forms, provide additional support when requested, and raise more revenue for your cause as a result.
When you use matching gift software to streamline this entire process, you’ll make it easier on donors and yourself.
To learn more about matching gifts, top companies that offer the programs, or corporate giving in general, check out the resources below!
The Fundamentals of Fundraising Campaign Planning: A Guide
/in Nonprofit Communications, Nonprofit Fundraising, Nonprofit Marketing /by Jessica KingPicture this: your nonprofit is getting ready for the end-of-year giving season. To capitalize on your donors’ charitable spirits, you’ve optimized your donation page, gotten your social media in tip-top shape, but something is still missing. You quickly realize that you need to design an engaging year-end fundraising campaign that draws donors into your mission, but you’re not quite sure how.
Brainstorming and planning a compelling fundraising campaign at any time of the year can feel overwhelming, especially if you’re working with a limited budget and small team. However, with the right strategies and tech stack, your nonprofit can pull off a donor-centric campaign that will meet (and even exceed!) your fundraising goals.
Follow these expert steps to put together a winning fundraising campaign:
A successful fundraising campaign can help your nonprofit establish a reliable donation pipeline, reach new audiences, and foster stronger relationships with donors. Before you can tap into these key benefits, you’ll need to develop a comprehensive fundraising plan. Let’s begin.
1. Set clear goals
To give your nonprofit direction as you plan your fundraising campaign and foster accountability across your team, you need to set SMART (specific, measurable, attainable, relevant, and time-bound) goals. Using this goal setting framework will help you create a clear picture of what you want to achieve from your fundraiser and how you will achieve it.
For example, let’s say one of your nonprofit’s primary goals is to expand your reach and attract new donors. Here’s what this goal could look like as a SMART goal:
Make sure to lay out the timeline for your campaign and identify the point-people who will be in charge of leading your different projects—from generating your marketing materials to executing your donor recognition strategy. This will help to rally your team around your goals and ensure everyone has a clear understanding of their roles.
Your goals will also help you pinpoint the right type of fundraising campaign for your nonprofit. For example, if your goal is to expand your network of donors, a peer-to-peer fundraising campaign can be the perfect way to attract new supporters and strengthen relationships with existing ones.
Or, maybe your nonprofit is looking for a way to increase visibility around the problem you’re tackling, making an awareness campaign a great option. Aligning your goals with the right type of fundraising campaign will make it more likely that you’ll see them through.
2. Craft your messaging
Once you’ve mapped out what kind of fundraising campaign you’ll host and you’ve determined your SMART goals, it’s time to craft your campaign messaging. Your marketing and communication strategy will play a huge role in the success of your fundraising campaign, so it’s critical that you develop compelling messaging that will inspire supporters to give.
Use these tips to create the right messaging for your campaign:
As you craft your messaging, remember to consider your target audience’s interests and values so you can frame your communications to them. This way, your calls to action will be more likely to resonate with donors and prompt giving.
3. Invest in the right software
Rather than haphazardly piecemealing multiple fundraising tools together, work with an all-in-one fundraising solution to manage your campaign. A comprehensive fundraising platform will provide your nonprofit with everything it needs to plan and execute fundraisers of all types and formats.
Invest in a platform with the following key features:
Investing in a sound fundraising platform might sound costly, but the right solution will provide value to your organization year over year, earning you a high ROI. Do your research to find a comprehensive platform suited to your nonprofit’s needs.
Running a well-designed fundraising campaign doesn’t have to be difficult. These tips will provide your organization with the necessary foundation to bring your campaign to life, but make sure to regularly assess your fundraising progress and make changes to your strategy as needed to maximize your funding. Once your campaign concludes, remember to thank your donors so you can retain their support for your next fundraiser.
How to Win With Matching Gifts And Higher Education: A Guide
/in Nonprofit Communications, Nonprofit Fundraising /by Jessica KingIf you work for a higher education institution, you know that marketing your mission is essential to bring in generous donations that fund your school. But did you know you could maximize existing donations through corporate matching gifts?
To pair matching gifts and higher education, you need an actionable plan. That’s where this guide comes in. Here’s what we’ll cover:
Double (and even triple!) your donors’ generous contributions to maximize funding for your institution. Let’s dive in to learn how!
How to Get Started With Matching Gifts for Higher Education
When it comes to minimum or maximum gift amounts, gift ratios, and all other matching gift logistics, you might think everything is determined by the donor and their employer. Think again! Your school can pave the way to accepting matching gifts by following these five steps:
1. Get your team on board with matching gifts.
Before you can effectively promote matching gifts to your institution’s donors, it’s important to build a solid internal foundation, starting with your fundraising and development team members! Prepare your team for matching gifts by:
When you set apart time for team-wide training on matching gifts, you’ll help everyone see the enormous potential of the initiative.
2. Set Your Goals
HubSpot’s goal-setting guide highlights a study that shows that 76% of people who write down their goals and make a list of goal-driven actions achieve what they set out to do. Craft a plan that details your matching gift revenue goals for the year, how you’re going to meet those goals and stay on track, and any deadlines you’ll want to meet in the process.
Consider the SMART goal framework to craft well-thought-out and detailed objectives to follow:
For example, “Our matching gifts goal is to collect $10,000 in completed company matches by the end of 2022.” With tangible objectives in place, your team is in a better position to actively work toward those goals.
3. Collect Donor Information
When it comes to matching gifts for higher education and otherwise, donor information is critical. Let’s say you’re performing prospect research to find major donors for your university. As you do this research, include a matching gift specification to target alumni working for companies with matching gift programs. You might look for:
Thorough donor research enables your team to locate high-value matching gift opportunities and leverage an informed perspective of your donor’s capacity to give.
To take your donor research to the next level, request employer appends. For higher ed universities especially, employer appends can be helpful to determine graduation year, email address, or any other missing data that would inform you of your donor’s matching gift eligibility and donation history.
4. Promote the Opportunity
Next, tell people about the opportunity to give! After collecting information about your donors, use a donor database to track all the details you’ve collected. Then, you can segment your communications to ensure different groups of people receive relevant communications.
Whether you’re reaching out to new alumni, older alumni, small- or large-dollar amount donors, or donors who work for top matching gift companies, every message should be different. Consider incorporating the following details into your communications to make personalize your messaging:
Sending your donors highly personalized outreach is an effective way to encourage them to participate in their employer’s matching gift program. After all, when you customize your communications to individual donors and create targeted campaigns, you’re more likely to find higher engagement and response rates from your donor pool.
5. Follow Up
After promoting your matching gift initiative, donations should start rolling in. Following up with donors is important for supporter engagement and capturing as many donations as possible, so you should consider it another step in the matching gift process!
Your donors want to know your institution appreciates their gift and that you value them as a supporter, alumni, or whatever their relationship may be. Here are a few keys ways you can do this:
On the other hand, some people will look into matching gifts and fail to follow through with a donation. Your school can seamlessly reach out to these potential donors and follow up through a matching gifts automation platform.
360MatchPro by Double the Donation’s automated platform tracks matching gift submissions from start to finish. When donors give a gift on your donation form, the platform determines their eligibility for a matching gift using the information they provided. If it finds a link between a donor and a matching gift program, it will trigger a follow-up email to the donor explaining how they can submit a match request.
You’ll be able to choose how often follow-up emails go out and easily track any incomplete matches. That way, your team will be able to spend more time on high-value matching gift opportunities and see more requests through to completion.
How to Promote Matching Gifts and Higher Education
According to Double the Donation’s matching gift statistics, 84% of donors say they’re more likely to donate if a match is offered—but 78% of donors don’t know if their company offers a matching gift program! That’s why promoting matching gifts and program basics is extremely important.
Your key audience: alumni donors. If you’re keeping tabs on the employment statuses of your students after graduation, you already have a robust database of potential donors. Plus, those with a connection to your school and its mission will be more motivated to give.
How can you promote matching gifts to alumni donors? Here are a few ideas:
As an added bonus, you can use other marketing techniques to promote information about your matching gift initiative. For example, promote your landing page on Google to help alumni stumble upon it, even if they’re searching for something else! If search engine marketing (SEM) is the route you want to go, check out Google’s grant program for educational institutions.
Be sure to demonstrate the impact donations and matching gifts will have on your school. This means specifically noting what certain dollar amounts will go toward.
For example, will $200 go toward new books for the school library? Will $500 go toward establishing a new student scholarship fund? Associating dollar amounts with a tangible item will encourage more donations, which could then be amplified by a company match!
Matching Gift Tools For Your School
Setting goals, promoting matching gifts, and every other step of starting a matching gift initiative can actually become easier if you invest in matching gift software for your school. The right tools will streamline the entire matching gift process from start to finish.
How? Matching gift software gives you direct access to a matching gift database, which offers information on thousands of companies with matching gift programs. Here’s how it works:
The software’s company name search tool can be embedded anywhere on your website. It allows donors to quickly look up their company’s matching gift program without needing to ask their HR departments or look it up on their own (or even more importantly, without leaving your website).
After making their search, the tool will immediately populate with essential info about the company’s program, such as:
It will also typically include a link to the company’s matching gift forms so your donors can fill out the match request right then and there. Immediacy is important—donors are most engaged with your school as they’re donating, so offering them a direct link to the necessary forms at that moment will result in more completed match requests.
5 Higher Education Institutions That Mastered Matching Gift Initiatives
Everyone prefers different learning styles, from auditory resources to hands-on learning experiences. If you’re a visual learner, we’ve compiled a list of matching gift initiative examples—that way, you can look at universities that did it well and understand how they succeeded!
These five universities exemplify effective fundraising through matching gifts by utilizing:
These five institutions mastered their website’s matching gifts pages and even leveraged other digital marketing channels to draw attention to their matching gift initiatives. Let’s take a look at each one in closer detail!
1. University of Georgia
The University of Georgia made our list because its dedicated matching gifts page offers both educational and actionable information to encourage donors to submit a match request. Here are the top things to note about their page:
However, UGA’s matching gift efforts aren’t just limited to this page. They’ve also embedded the same matching gift search tool into their donation form, and the tool is branded to match the rest of their page.
UGA sends out automated emails once a match-eligible donor has submitted their donation. This email identifies the donor’s employer and offers direct links to start the matching gift submission process and indicate their status. Additional information about their employer’s matching gift program is listed in the email, as well.
2. Carnegie Mellon University
Carnegie Mellon offers actionable verbiage and options to encourage donors to match their gifts through their employers. Their matching gifts page is easily accessible from their “Give” page (Ways to Make Your Gift → Matching Gifts). It offers:
But again, the matching gift information isn’t limited to this page. On CMU’s donation form, there’s a checkbox where donors can indicate “My company will match my gift.” If selected, an option to search for the donor’s employer pops up along with the company name search tool.
Carnegie Mellon does an exemplary job of educating their donors and web visitors about matching gifts and guiding them through the process.
3. Utah Valley University
Another great example of a higher ed institution that puts matching gifts front and center during their cultivation and donation process is Utah Valley University. Here’s what their matching gifts page does well:
For supporters who are ready to make a donation, UVU offers the same search tool on their donation page. The tool matches the rest of the form and helps donors find their company guidelines on a subsequent page:
UVU also sends out automated emails to donors who have been identified as match eligible. This email identifies:
UVU offers numerous ways for donors to learn about matching gifts through multiple channels, as well as provides actionable tools donors can use to submit their match requests.
4. Syracuse University
As soon as donors land on Syracuse University’s matching gifts page, they’re greeted with helpful information about corporate matching gifts and a company name search tool. The page’s top benefits include:
Syracuse also sends out automated emails to match-eligible individuals who have completed a donation. The emails include specific information about the employer’s matching gift guidelines, including their:
Syracuse does an excellent job maintaining a consistent brand, communicating with donors, and guiding them through the matching gift process.
5. University of Michigan
The University of Michigan’s matching gift page can be accessed from the navigation bar of the university’s philanthropy website (Giving → Make an Impact → Matching Gifts). From there, the page offers information about different ways to submit a matching gift request:
The University of Michigan offers substantial information to its supporters to ensure they understand what matching gifts are, how to determine their eligibility, and what steps they can take to submit a match request.
Additional Matching Gifts and Higher Education Resources
The learning process is never over! If you’re part of a higher education institution and you’re looking for ways to boost your fundraising efforts (with matching gifts or other strategies), check out the following resources:
20 Christmas Fundraising Ideas to Ring in the Holiday Season
/in Nonprofit Fundraising /by Jessica KingWith 30% of annual giving occurring in December, it’s not surprising that the holiday season is also the ultimate nonprofit fundraising season. People feel inclined to give back to their favorite causes during the holidays, and nonprofits should lean into that giving spirit to maximize their fundraising results.
However, there are so many nonprofits for donors to choose from. How do you make yours stand out and capture the attention of potential donors?
When you implement Christmas-specific fundraising ideas, you make holiday giving fun. There’s no better way to entice people to give during the holiday season than to give your fundraising efforts a little Christmas spin. Let’s walk through 20 Christmas fundraising ideas so your nonprofit can engage donors and earn more this holiday season.
1. Christmas eCards
Christmas cards are a classic way to spread holiday cheer with family and friends. What if you could make Christmas cards more convenient and use them to encourage holiday giving?
Enter Christmas eCards. With eCards, people can connect with their loved ones—no matter where they are—with the click of a button. Your nonprofit can use dedicated holiday eCard software to create Christmas eCards and sell them on your website to raise money for your cause. Then, donors can add personalized messages and share their eCards.
Another way to fundraise with Christmas eCards is to offer them as tribute gifts. Donors can contribute to your nonprofit in honor of a loved one and send them an eCard detailing the donation and your cause. In that case, eCards act as Christmas cards and presents, spreading double the holiday cheer.
If you’re curious about what a Christmas eCard fundraising campaign looks like in action, eCardWidget provides a few examples from organizations like UnitingWorld and Habitat for Humanity South Africa.
2. Christmas Auction
Another Christmas fundraising idea is hosting a Christmas auction. This type of fundraiser is very versatile because you can pair it with other fundraising methods. For example, if you’re hosting a Christmas party or other holiday-themed event, you can include an auction as part of the festivities.
Plus, auctions are a great way to not only earn money for your cause but also offer donors something in return for their contributions. Include an array of holiday-themed items, such as wreaths, ornaments, sweaters, gift baskets, gift cards, and holiday event tickets.
To offset the costs of procuring items, reach out to local businesses to obtain corporate sponsorships. Then, companies can donate items to be auctioned off to your supporters. In exchange, you can promote these businesses on all marketing materials, including your website, newsletter, and social media pages.
3. Holiday Matching Gift Campaign
What could be better than a fundraising idea that comes at no additional cost to donors but has the potential to double—or even triple—your fundraising revenue? When you promote matching gifts, you make it more likely that donors will submit matching gift requests to their employers in an effort to double the impact of their donations for your cause.
While you may already advertise matching gift opportunities to your donors, doing so during the holiday season when giving is at an all-time high can be an effective way to raise even more. Since the matching gift process almost exclusively occurs online, leverage a digital fundraising campaign to promote matching gifts, using methods such as social media, Google Ads, and email.
To facilitate the matching gift process, consider using matching gift software. Double the Donation’s guide to matching gift software vendors explains that since many donors don’t know if they’re eligible for matching gifts, they don’t fill out matching gift requests, leaving extra money on the table that nonprofits could benefit from.
When you implement matching gift software, donors can check their matching gift eligibility and send matching gift requests right from your donation page, guaranteeing you’ll receive the associated company matches.
4. Christmas Cookie Exchange
Nothing screams Christmas joy like Christmas cookies. Host a Christmas cookie exchange to get your supporters’ creative juices flowing and bring your community together this holiday season.
Charge participants a small fee for entry. Then, all you’ll have to provide is a space for people to exchange cookies! This type of fundraiser is an easy and fun way to engage donors and their families during the holiday season.
You can raise even more with your Christmas cookie exchange by:
No matter whether you host a traditional Christmas cookie exchange or combine it with other Christmas fundraising ideas, you’re sure to entice your supporters with the prospect of enjoying a treat and contributing to your cause at the same time.
5. Tree Decorating Contest
When you think of Christmas, the traditional Christmas tree likely comes to mind. There are so many different ways you can incorporate a tree decorating contest into your holiday season fundraising strategy.
One option is to have supporters team up to decorate and pay an entry fee to participate. If your nonprofit has the means, you can provide each team with a tree or work with a local Christmas tree farm to offer trees to your supporters.
If you want to host your tree decorating contest virtually, you can have supporters pay a small fee and submit pictures of their decorated trees from home. This way, you can reach a wider audience and encourage anyone who’s confident in their home’s tree decorations to join in on the fun.
In order to judge the entries, have members of your staff evaluate trees based on their creativity, festivity, and overall quality. To earn even more from this fundraiser, you can have supporters pay a small fee to vote on their favorite entry and determine the winner that way.
6. Holiday 5K
Get your supporters active this holiday season with a festive 5K. Have runners pay an entry fee so you can raise money for your cause.
It’s easy to host a 5K—all you have to do is secure space for the course. Then, you can focus on making the run fun and filled with holiday cheer!
For example, you can encourage participants to dress up in holiday attire. From Santa suits to ugly sweaters, there are a variety of ways participants can dress according to the theme.
As a final touch, sell Christmas-themed branded merchandise. Consider offering t-shirts to commemorate the event and other smaller items such as mugs and stickers. That way, you can raise even more for your cause.
7. Online Shopping Fundraiser
What’s better than a fundraiser that doesn’t require supporters to contribute any additional money to your nonprofit? Online shopping fundraisers allow your supporters to give back to your cause while they purchase holiday gifts for their loved ones.
Check out how an online shopping fundraiser works:
To facilitate this fundraiser, your nonprofit can partner with a provider like ShopRaise so your organization can be included in online shopping fundraiser apps. As a result, you’ll also have access to metrics about which supporters have used the app and how much they’ve contributed through their holiday shopping.
8. Polar Plunge
Challenge your supporters to a frigid polar plunge! For this fundraiser, supporters jump into a cold body of water to raise money for your nonprofit. They collect pledges from family and friends ahead of time, encouraging them to brave the cold for your cause.
When it comes to a polar plunge, safety is key. Here are some steps you can take to ensure all participants stay safe at your event:
With safety precautions in place, you’re equipped to host a polar plunge event that brings out the daredevil in your participants and raises funds for your nonprofit.
9. Gingerbread House Contest
Inspire a little healthy competition among your supporters with a gingerbread house contest. Participants can pay a small fee for entry. Then, it’s time to get creative!
Work with a local bakery to provide participants with gingerbread and a variety of decorating supplies. Supporters of all ages can create their ideal gingerbread house and enter it into the running.
Then, have your staff and supporters vote on their gingerbread house of choice. You can even open up the contest to your social media followers to include a wider audience.
10. Breakfast with Santa
Family holiday fun awaits with a breakfast with Santa event. Invite your supporters to a festive holiday breakfast featuring special guest, Santa. Charge supporters an entry fee to attend.
Make the breakfast element easy by offering pancakes and waffles. That way, all you’ll have to do is buy pancake mix and ask your supporters to lend their griddles of waffle makers. If you want to provide a wider variety of food options, consider partnering with a local restaurant or catering company.
Don’t forget about the guest of honor! Have a member of your staff dress up as Santa and engage with families at the event. Then, you can feature pictures of Santa and your supporters on your social media to ring in the holiday season.
11. Christmas Text-to-Give
Take advantage of the giving season with a text-to-give campaign. You can make it easy for people to lend their support by offering the option to contribute right from their phones.
Choose a holiday-related keyword for supporters to text to a designated number. Then, they’ll be directed to your donation page where they can make a contribution.
For optimal success, make sure your donation page is mobile-friendly. Adjusting text size and image formatting can make your page more accessible, allowing more people to lend their support.
12. Holiday Gala
A holiday gala is a great way to gather your community together during the holiday season. Sell tickets for the event on your website and entice people to attend by offering sneak peeks on your social media.
Reach out to restaurants and catering companies to see if they’d be willing to cater the event. That way, you can provide a delicious dinner to your supporters at little to no cost to your organization.
Holiday galas also present an opportunity to look back at your successes from the past year. Create a slideshow that highlights your accomplishments and thanks attendees for their continued support.
13. In-Kind Donation Drive
Chances are that your beneficiaries could benefit from certain items in addition to typical donations. Encourage your donors to show their support in a different way with an in-kind donation drive.
Make a list of items your supporters can contribute. For example, an animal shelter may accept pet food, leashes, and bowls whereas a homeless shelter may look for holiday gifts, personal care items, and clothing for their residents.
Ensure it’s clear where supporters can drop off their contributions. You may create a festive donation box with wrapping paper and put it in a visible location outside your organization’s headquarters or in the building.
14. Holiday Movie Night
One of the easiest ways to fundraise during the holiday season is with a movie night. All your organization has to do is sell tickets and provide a space to show the movie!
To engage your supporters, have them vote on which holiday movie they’d like to see. You can even turn the event into a holiday movie marathon by showing multiple festive movies back to back.
Earn even more from your holiday movie night by selling snacks and drinks to enjoy. Ask your supporters if any of them have a popcorn machine they’d be willing to lend for the event. Then, you’ll really create an authentic movie theater atmosphere!
15. Ice Skating Event
Skate the night away at an ice skating fundraiser! Get in touch with your local ice rink to see if they’re willing to host a proceeds night. That way, a percentage of your supporters’ ice skating entry fees can go toward your cause.
To give this wintry event a holiday touch, consider selling hot chocolate or Christmas cookies for skaters to enjoy when they get off the rink. Just make sure to check that the rink allows outside organizations to sell items at their venue.
16. Christmas Bingo
Add a Christmas spin to the classic bingo fundraiser. Make this family-friendly activity suitable for the holidays by using Christmas-themed bingo boards, playing Christmas music, and giving away Christmas-themed prizes to the winners.
To make the event profitable, sell tickets for entry or depending on how many rounds people play. You can raise additional funds by adding a raffle or silent auction to your event.
17. Holiday Candy Grams
Allow your supporters to sweeten up their loved ones’ holiday seasons by selling holiday candy grams. Provide candy and paper for personalized notes, and you’re good to go!
From candy canes to peppermint bark, there is a variety of fun holiday-themed candy you can use for your candy gram fundraiser. Spread awareness of the event by promoting it on social media and allowing non-local supporters to purchase candy grams on your website. You can even have people send their candy grams with a festive eCard in lieu of a physical note.
18. Holiday Lights Festival
Want to provide a magical experience for your supporters? Transform your nonprofit’s facility into a winter wonderland! Depending on the size and nature of your building, you can create an indoor or drive-by lights display that gets your supporters into the holiday spirit.
Collect donations before supporters view the display. You can earn more from the event by selling holiday treats, such as hot chocolate and candy canes, for people to enjoy as they experience the display.
19. Christmas Scavenger Hunt
A Christmas scavenger hunt can get supporters of all ages excited about the holiday season. Hide Christmas-related items around your facility. Charge participants for entry, and whoever finds all the items first wins a prize!
You can also open up the scavenger hunt to people outside of your local area. Create an online version of the scavenger hunt by allowing supporters to send in pictures of the items on your list. Then, you can post the winning entry on social media.
20. Gratefulness Challenge
The true essence of the holiday season is being grateful for everything you have. Inspire supporters to share what they’re grateful for with a social media challenge. In December, you can encourage supporters to post a photo of something they’re grateful for, such as loved ones or pets.
Raise funds with a gratefulness challenge by having participants share a link to your donation page. They can contextualize their post for supporters by explaining the challenge in the caption and how their support can help your nonprofit propel its mission forward.
Your supporters can amplify their impact by tagging friends and family members and encouraging them to participate in the challenge as well.
Wrapping Up & Additional Resources
The holiday season is all about three things: friends, family, and fun. Let your Christmas fundraising campaign reflect what this time of year truly stands for.
Provide opportunities for donors to participate in fundraising with their loved ones and support your organization in a way that also gets them excited about the holiday season. That way, everyone can enjoy the fundraising process and ultimately help your organization meet its year-end fundraising goals.
Looking for more fundraising resources? Check out these articles:
5 Strategies for Achieving Year-End Fundraising Success
/in Nonprofit Communications /by Jessica KingNavigating the complexities of year-end fundraising can be a daunting task. With approximately a quarter of your revenue for the entire year at stake, it’s crucial to have a well-defined plan in place to maximize your organization’s fundraising potential.
In this guide, we’ll explore five best practices for achieving year-end fundraising success. Whether you’re looking to establish new fundraising strategies or revamp your existing ones, these insights will help you secure the funding you need to further your mission.
1. Analyze your data from last year.
Analyze past fundraising data stored in your organization’s database. Use this information to determine what your organization does well and where you have opportunities for improvement.
For example, if a significant portion of your supporters RSVP’d for your virtual event and gave a donation on top of their registration fee, you should continue this activity as part of your year-end campaign. However, you may also find that your nonprofit’s email open rate is lower than expected, meaning there’s an opportunity to optimize your email marketing strategies.
Keep these discoveries in mind as you construct your year-end plan.
2. Make a plan to start early.
Year-end fundraising isn’t just about November and December. In fact, many nonprofits start their planning in late summer, as this allows them to prepare far in advance of the busiest months of the year.
As approaches, create a plan that accounts for:
If your nonprofit finds itself starting the planning process later than ideal, immediately prioritize key tasks to maximize its success. Firstly, it should conduct a thorough assessment of its current resources, including staff, volunteers, and existing donor relationships. This will help identify any gaps that need to be filled and provide a clear understanding of the organization’s strengths and limitations
3. Prepare your communications.
Effective communication is key to engaging donors and inspiring them to support your cause. To prepare your communications for a successful year-end fundraising season, you should:
In the months ahead of the year-end season, consider revamping your brand guidelines to differentiate yourself from other organizations and highlight your unique value proposition. Gather feedback from donors, staff, and other stakeholders to gain insights into how the brand is perceived and what changes may be necessary, such as refining your messaging or updating certain graphic design elements.
4. Look for new revenue sources.
For the new year, consider diversifying your revenue sources to increase your nonprofit’s sustainability. For instance, in addition to your current year-end fundraising plans, you might try:
Expanding your funding sources can help you discover areas of untapped fundraising potential. Additionally, if one fundraising source ever falls short, you have multiple other revenue streams that can pick up the slack.
5. Prepare your technology stack.
A well-prepared technology stack can significantly streamline and improve your fundraising efforts. With the right tools, you can send personalized messages, track engagement, and leverage automation to nurture donor relationships, helping you raise more funds.
Depending on your goals, you can benefit from investing in new technology or upgrading your existing tools ahead of the year-end season. These new platforms may include:
If you need assistance throughout this process, consider working with a nonprofit technology consultant. An expert can decide whether or not you need an entirely new system or an upgrade and provide guidance on how to leverage your technology to meet your goals.
By following these recommendations, you can get a jump start on your year-end fundraising plans. Although the end of the year might seem far off, it’s never too early to create a game plan for your year-end strategy and make sure you’re maximizing the fundraising opportunities available to you.
5 Tips to Improve Internal Communication At Your Nonprofit
/in Nonprofit Communications /by Jessica KingIn any kind of workplace, how you communicate internally affects your outputs. This is true whether you’re an advertising agency preparing a pitch for a prospective client, a restaurant getting ready for dinner service, or even a rock band rehearsing for a concert.
The same principle applies to nonprofits. To succeed in serving your community, your team members must know how to effectively communicate with one another. Effective communication has a trickle-down effect, enhancing how you fundraise, run your programming, and make progress on large-scale projects. It’s also critical for running a workplace where people enjoy their jobs and want to stay for the long term.
To help you improve internal communication at your nonprofit, we’ve put together this quick guide consisting of five practical tips. If you’re ready to level up how your team works together, this post is for you! Let’s get started.
1. Equip your employees with the right communication tools.
Great communication starts with the right tools, especially in an age of flexible work arrangements, where some employees may be working from an office and others may work from home.
To connect all the dots and keep information flowing through your organization, consider using these tools:
As with email, any tool you decide to use for internal communications should be introduced along with guidelines for its appropriate use. This will help ensure your tools help rather than hinder internal communication and encourage a healthy workflow at your organization.
2. Be transparent about compensation.
Let’s now get into how to communicate about a big topic that is intimidating for many employers: compensation. Compensation, how your organization pays and rewards employees for their work, plays a major role in determining the overall tone of your internal culture. However, this doesn’t simply mean employees are only happier and more engaged when they’re paid higher salaries.
As you’re well aware, the topic of nonprofit salaries is particularly complex and sometimes controversial. Generally speaking, nonprofits experience much tighter or more inflexible budgets than for-profit businesses of similar sizes, which is why Astron Solutions recommends you take a total rewards approach to compensation. This means taking into account both direct and indirect forms of compensation.
Direct Compensation
Organizations of all types tend to avoid talking very openly about direct compensation. Employees are rarely aware of exactly why they or their coworkers are paid what they’re paid. This can lead to a lot of easily avoidable confusion, secrecy, and feelings of dissatisfaction.
However, new pay transparency laws are becoming more ubiquitous throughout the U.S., requiring employers to be more forthright with their employees and job candidates about compensation.
Whether or not your state or local government has yet to pass a pay transparency law, it’s a general best practice to take an open approach to communicating about compensation with your employees. On a one-on-one basis, each employee should clearly understand why they’re paid their particular salary.
Especially for nonprofits that can’t afford to offer extremely competitive salaries for all staff members, you can foster a more engaged, satisfying work culture by taking an open, realistic approach to direct compensation and paying close attention to the quality of your indirect compensation.
Indirect Compensation
While direct compensation refers to salaries, indirect compensation includes elements like:
By including culture (which is greatly determined by an organization’s approach to internal communication) as an element of indirect compensation, nonprofits can more accurately examine their compensation strategies and then take a more flexible approach to adjust them.
This is particularly important when you consider that it’s elements of indirect compensation that tend to be the most important factors in your employee retention rate. Indirect compensation is an integral part of why employees stay engaged with their work. Understanding that will help you better develop strategies for improving it (like streamlining internal communication) and help you recognize when you’re falling short.
3. Prioritize transparency and engagement in general.
Most managers of teams understand the value of transparency, but it can be easy to let this priority fall by the wayside under the stresses of day-to-day operations.
Just as you develop stewardship plans to grow your donors’ investment in your cause, you can easily take steps to do the same for your employees. More transparent communication and big-picture views of your operations are great ways to start.
As a nonprofit grows and new processes and policies are built out, not every member of your team will have as much insight into their coworker’s tasks or the priorities of other departments as they once did. In your internal communications and announcements, think carefully about whether you have a good reason not to share particular updates or information.
Many managers worry that sharing too much information about ongoing activities across the organization will be distracting for team members and derail focus. However, increasing transparency around new strategies and updates can significantly increase employee engagement.
This is because team members will be more understanding of changes and feel more invested in new developments when they can contextualize why your organization is making certain decisions or prioritizing certain projects.
Another strategy you might consider is expanding your training or onboarding process to include overview presentations or shadowing in different departments. Siloing staff members into very specific roles without giving them the chance to see how their work contributes to the bigger picture can contribute to burnout or low engagement.
4. Share internal knowledge and documentation freely.
Organizational history and process documentation can be invaluable resources for your staff as they make day-to-day decisions and contribute to your nonprofit’s growth.
However, internal knowledge and documentation might be intentionally kept secret. This is typically more common in for-profit businesses than in nonprofits, but you should still avoid this practice in general. (Of course, legal and privacy concerns should always be taken into account.)
If you have no pressing reason to limit the visibility of certain information or documents, though, you should make sure employees can easily access and benefit from resources like:
Remember, as mentioned above, an intranet or internal website can be an excellent place to store these resources securely.
Opening up your store of internal knowledge for employees whenever possible is a best practice for any organization. Not only does it communicate trust, but it also increases employee engagement by letting your team know that they’re a valuable part of your organization’s ongoing story.
5. Connect internal goals to your mission and communicate them.
As a nonprofit, you have the benefit of being fully guided by your mission, not necessarily by market forces or competing organizations. Chances are your team members have all pursued work in the nonprofit space because they feel personally compelled to contribute to the social good. They’ve all been drawn to your mission in one way or another.
Fostering that sense of mission buy-in is critical for your organization.
Your internal communication style can support mission buy-in by simply being more direct. Whenever you’re sharing updates about a new goal or development, think about how it ties into your mission, and then explain how they’re related. When fully tied into your driving mission, even unexciting internal projects become more engaging for your employees.
This practice is especially important for high-stakes or critical projects, as mission buy-in will likely be a major factor that pushes your team over the finish line.
When it comes to setting internal goals and building structures to motivate your team, working with a nonprofit HR expert early on in the development of your organization can have positive, long-lasting impacts. Growth can cause teams to lose focus, and developing a concrete roadmap around your central mission is a smart safeguard.
An organization’s approach to internal communication plays a major role in determining the quality of its workplace and its ability to connect with beneficiaries and supporters.
By implementing one or more of these tips into how you handle your internal communication, you can encourage healthy shifts and growth in your organization’s culture. Take a flexible approach, and find what works for your unique mission and team. You can do it!
Author: Jennifer C. Loftus, MBA, SPHR, PHRca, GPHR, SHRM-SCP, CCP, CBP, GRP
Jennifer C. Loftus is a Founding Partner of and National Director for Astron Solutions, a compensation consulting firm. Jennifer has 23 years of experience garnered at organizations including the Hay Group, Parsons Brinckerhoff, Eagle Electric Manufacturing Company, and Harcourt General.
Jennifer has held volunteer leadership roles with SHRM, New York City SHRM, and WorldatWork. She serves as a subject matter expert to the SHRM Learning System and as a SHRM instructor. Jennifer is a sought-after speaker for local & national conferences and media outlets.
Jennifer has an MBA in Human Resource Management with highest honors from Pace University and a BS in Accounting summa cum laude from Rutgers University.
Jennifer holds Adjunct Professor roles with Pace University, Long Island University, and LIM College.
Jennifer received the 2014 Gotham Comedy Foundation’s Lifetime Ambassador of Laughter Award.
Matching Gift Software Accessibility in the Higher Ed Sector
/in Nonprofit Fundraising, Nonprofit Tools /by Jessica KingHow Your Nonprofit Can Get Started With the Google Ad Grant
/in Google Ad Grants, Nonprofit Marketing /by Jessica KingWhether supporters find out about your nonprofit and its cause through social media, your website, or flyers, it’s all thanks to the power of marketing. With a strong marketing strategy, you can communicate to the general public what issue your nonprofit is working to resolve and how people can get involved.
Of course, having a sophisticated marketing strategy is often easier said than done. The term “marketing” itself probably makes you picture late nights spent planning out social media content, busy days writing blog posts, and hundreds of dollars poured into printing posters, flyers, and mailers.
But what if we told you that there was a digital marketing tool your nonprofit could tap into for free? One that has driven over 14 billion clicks worldwide to over 65,000 nonprofits’ websites?
We’re talking about the Google Ad Grant, a program that can empower you to capture new supporters’ attention online without paying a dime. Let’s dive into how your nonprofit can get started with this marketing tool!
A Quick Overview of the Google Ad Grant
So, what exactly is the Google Ad Grant?
The Google Ad Grant allows your nonprofit to tap into the power of Google Ads for free. You’ve likely seen a Google Ad before—search something like “dog sitter” and you’ll see a number of Google results pop up at the top of the search engine results page that are labeled “Sponsored.”
These are Google Ads, which companies pay for to get more visibility for their products and services. The Google Ad Grant lets you do the same—for free.
Here’s how it works. According to Getting Attention’s complete guide to the Google Ad Grant, select charitable organizations can apply for the grant, which gives organizations $10,000 in monthly Google Ad credits. And this isn’t a one-time grant—as long as the organizations comply with the program rules, the grant automatically renews every month.
So, if you want your nonprofit’s website to be visible for search terms related to your cause, like “beach clean up” or “animal shelter volunteering,” the Google Ad Grant can help you stand out.
On top of helping you reach more people, using the Google Ad Grant also comes with other benefits, like:
To take full advantage of all the Google Ad Grant program has to offer, your nonprofit needs to get a strong start to its Ads strategy. Let’s look at the three major steps you need to get up and running with the Ad Grant.
1. Meet the eligibility requirements.
To be eligible for the Google Ad Grant, your nonprofit must meet several requirements:
As you assess your organization’s Google Ad Grant eligibility, you may find that your website could use some fine-tuning before you apply for the program. Apply these best practices to ensure that your website is the best that it can be:
Of course, you’ll continue to improve your website even as you start running Google Ads. But putting in a little extra effort now will help you start seeing results faster once you begin!
2. Apply for the program.
Once you know that your nonprofit is meeting all of the eligibility requirements, it’s time to apply for the Google Ad Grant program. Here’s how the process will work:
To begin leveraging the Ad Grant, set up an ad campaign.
First, conduct thorough keyword research for your campaigns that have decent traffic and are relevant to your mission. Next, follow the required account structure: For each campaign, you should have at least two ad groups. (An ad group contains one or more ads with similar targets.) Within those ad groups, you should have at least two active ads. Finally, enable sitelink extensions so you can link to specific parts of your website below your ads.
3. Manage and maintain your account.
Remember, the Google Ad Grant isn’t a one-off grant—it will renew every month if you properly manage and maintain your account! Ensure you maintain your eligibility (as discussed above) and follow these requirements so you can keep running your Ads:
On top of proactively staying in line with these requirements, check the Ad Grants Compliance Guide often. This is the most up-to-date resource that you can reference to manage and maintain your account.
Bonus: Work with a Google Ad Grants agency.
Managing your Google Ad Grant (in a way that gets you real results) is essentially a full-time job. As a result, it’s often put on the back burner or farmed out to team members who already have plenty of responsibilities on their plates.
This is why many nonprofits opt to work with a Google Ad Grants agency. Google Ad Grants experts can take over the heavy lifting for your team and offer services like:
Of course, working with a Google Ad Grants agency is an investment. However, the money you spend on working with Ad Grants professionals will feel like nothing once you’re seeing results for your mission!
There are many different ways to help your nonprofit stand out in its marketing and fundraising efforts, but the Google Ad Grant program is by far one of the most effective. Now that you know about this key resource, you’re already on your way to getting free advertising credits for your mission.
Use this mini guide to continue on your journey, and consider working with a Google Ad Grant agency to streamline your strategy and get the most out of the program. You’ve got this!
5 Ways to Promote Your Nonprofit’s Branding At Your Auction
/in Nonprofit Fundraising, Nonprofit Marketing /by Jessica KingAs a nonprofit leader, you’re focused on one goal: fulfilling your mission. To do this, you work to raise funds and awareness for your cause. Auctions are highly successful fundraisers for nonprofit initiatives, but how can you use them to draw attention to your nonprofit’s mission?
Your nonprofit’s brand elements represent everything your organization stands for, so advertising them is essential to gain recognition and support in the communities you serve. You can easily incorporate this branding into your upcoming auction to remind attendees of the event’s purpose. Let’s explore five ways your organization can pair the power of auctions and nonprofit branding to increase support for its mission.
1. Event landing page
Brand exposure should start at the earliest possible stage in your event planning process: auction promotion. You can spread the word about your upcoming event by leveraging the visibility of your nonprofit’s website—and promote your brand while you’re at it.
To streamline the process, invest in auction software that facilitates event landing page creation. Then, use the page to connect your brand to the event by including:
Once you’ve completed the page, leverage the Google Ad Grant to ensure your page shows up first on Google for relevant keywords. For example, an animal shelter might target the keyword “support stray kittens” with its Google Ads so that an internet user finds the auction page and is encouraged to register for the event.
2. QR Codes
The most important bridge to build at your nonprofit’s auction is between the one-time event and the everlasting need for donor support. You’ll need to shift attendees’ focus from event participation to long-term nonprofit involvement by directing them to your nonprofit’s other resources.
QR codes can initiate this shift by encouraging bidders to explore your nonprofit. First, you’ll need to incorporate them into your event. ClickBid’s guide to silent auction planning recommends preparing QR codes for each auction item. To learn more about an item, bidders will use their phones to scan the code, which directs them to your auction item catalog.
By encouraging auction attendees to explore item information on their phones, you’ll create an opportunity for them to also explore more information about your organization. They can navigate to your nonprofit’s website, details about the event, or any other branded channels that encourage their long-term involvement.
3. Programs and brochures
If you’ve exhausted all your digital marketing options, consider using old-school techniques by printing event programs and brochures with information about your nonprofit. These materials can be passed out at the entrance to the event, placed on seats in the venue, or offered in any other convenient location where most people are likely to pick one up.
Use these reading materials to briefly share your:
Aside from directly addressing your nonprofit’s work, these programs and brochures can display your brand elements like your logo, color palette, typography, and tone. According to Kwala’s guide to nonprofit branding, brand elements such as these are important for unifying your promotional materials. Consistency between your auction pamphlet and other communications will help establish brand credibility and make your nonprofit more recognizable.
4. Branded items
During the event planning process, you’ll need to prepare numerous materials to be used at the auction. The good news is that these materials can display your nonprofit’s branding, drawing extra attention to your organization despite the excitement of enticing auction items and competitive bidding.
Some ideas for branded items that can be used at your auction include:
Depending on the items you choose, you’ll be able to include different elements of your brand. For example, your tagline might look visually appealing on a t-shirt but would be too small to read on a pen. Instead of simply printing your nonprofit’s logo on every material for the event, think strategically about how to make the merchandise visually appealing.
5. Mission-centric presentations
Especially if you decide to leverage mobile bidding software for your auction, you might need to secure entertainment since event attendees won’t be physically placing bids or listening to a live auctioneer. Recruit a presenter to share information about your organization. Consider asking:
After hearing a moving story from a beneficiary or the inspiring vision of a nonprofit board member, your audience will be more than just engaged. These impactful messages are at the heart of your nonprofit’s brand and have the power to turn auction attendees into loyal donors who continue giving beyond your auction.
To truly maximize the impact of your nonprofit’s branding, create a centralized brand kit that lists all of your brand elements and explains how they should be used. Consistent visual elements will make your nonprofit’s communications look more professional and credible. Plus, they’ll catch the attention of anyone who appreciates a great visual look!
5 Tips for Building Your Niche Business’s Online Presence
/in Nonprofit Marketing /by Jessica KingAs the owner of a niche business, you possess a unique offering that sets you apart from the competition. Whether you specialize in artisanal crafts, eco-friendly cleaning products, or doggie daycare services, your distinctiveness is your greatest asset. However, the only way potential customers will discover the incredible value your business has to offer is through a well-crafted online presence.
In this guide, we’ll provide five tips for solidifying your digital footprint. From defining your niche to networking online, these insights will help your small business stand out.
1. Define Your Niche
In a crowded online marketplace, a well-defined niche can help you achieve long-term success. If you haven’t already, work with your team to:
Keep in mind that your niche may change over time. Stay on top of industry trends and adjust your positioning accordingly to ensure that your small business remains relevant online.
2. Leverage Social Media
Social media is a powerful platform for reaching a wide and diverse audience. Plus, it fosters direct and real-time engagement, creating opportunities for meaningful interactions, feedback, and relationship-building.
The specific social media channels that you choose to use will depend on your target audience. However, here are some common platforms that niche small businesses leverage:
Consider using a content calendar to take a consistent and strategic approach to posting on several social media channels. By scheduling posts in advance, you can maintain audience engagement and ultimately improve your brand visibility.
3. Optimize Your Website for SEO
Your website is likely the first place that potential customers go to learn about your products and services, read testimonials, make inquiries, and get to know your business. When your website is optimized for search engines (SEO), it’s more likely to rank higher in Google search results, making it easier for potential customers to find you.
To optimize your small business website, follow these steps:
A common challenge associated with SEO marketing is the ever-changing nature of search engine algorithms. Search engines like Google frequently update their algorithms to improve search results and provide a better user experience. Since these updates can sometimes impact a website’s search rankings, it’s important for your team to stay informed on the latest SEO techniques.
4. Create High-Quality Content
Develop valuable, relevant, and engaging content that resonates with your niche audience. This could include:
Focus on producing high-quality content rather than churning out a large quantity. Well-researched and well-produced content tends to perform better and attract a more engaged audience.
5. Build Online Communities
Online communities, forums, and groups are an opportunity to connect with potential customers both inside and outside of your niche.
For example, a sustainable fashion brand might join a nonprofit podcast focused on environmental conservation to discuss topics related to sustainable fashion, ethical manufacturing, and the importance of conscious consumerism. By sharing their expertise and insights, the brand can contribute valuable content to the podcast and appeal to potential customers from the nonprofit’s audience, who likely share an interest in their business model.
Ensure the community remains a positive and constructive space by moderating discussions, addressing any conflicts or issues, and enforcing community guidelines.
Remember that building an online presence takes effort and consistency. Focus on providing value to your niche audience, and over time, you’ll thrive in the digital marketing space.