Organizing your work and connecting you with your fellow employees are tasks any business software should accomplish. And like businesses, nonprofits can benefit from investing in software that streamlines their operations.
Google Workspace for Nonprofits, also known as Google G Suite for Nonprofits, provides that solution for nonprofits of all types and sizes. The wide variety of apps it offers suits any need a nonprofit could have and facilitates communication and daily tasks. All you have to do is understand Workspace’s features and configure them to match your organization’s needs.
To help you out, we’ve put together this guide on everything you need to know about Google Workspace for nonprofits. Read more
https://gettingattention.org/wp-content/uploads/2023/08/Google-Workspace-for-Nonprofits_Feature.jpg7001450Jessica Kinghttps://gettingattention.org/wp-content/uploads/2021/08/getting-attention-logo.svgJessica King2023-08-21 14:14:112024-11-15 14:45:59Google Workspace for Nonprofits: Everything You Need to Know
One of the most valuable marketing tools out there for nonprofits is video. Videos display your nonprofit’s mission in a visual, easily digestible way. However, if you don’t effectively promote your videos, they won’t reach potential supporters.
That’s where the Google Ad Grant program comes in. An equally impactful nonprofit marketing tool, the Google Ad Grant is a free and easy way to promote your video content.
In this guide, we’ll cover the basics of the program, explain how it will benefit your video marketing strategy, and provide best practices for leveraging the grant funding. Whether you’re looking for a new way to promote your nonprofit videos, or you’re a Google Ad Grant participant looking to take your marketing strategy to the next level, read on to learn how you can use both the Google Ad Grant and nonprofit videos to your advantage.
https://gettingattention.org/wp-content/uploads/2023/08/Tectonic-Video-Getting-Attention-Using-Google-Ad-Grants-to-Drive-Traffic-to-Nonprofit-Videos-Feature.png7001450Jessica Kinghttps://gettingattention.org/wp-content/uploads/2021/08/getting-attention-logo.svgJessica King2023-08-16 20:15:502024-11-15 14:46:35Using Google Ad Grants to Drive Traffic to Nonprofit Videos
Your nonprofit’s donors are essential for propelling your mission forward. What if you could double their donations and raise even more revenue from their support?
Thanks to corporate matching gift programs, you can do exactly that! As a part of their corporate philanthropy initiatives, many companies match the donations their employees make to nonprofit organizations. The key to success lies in ensuring that your staff and donors understand the matching gift opportunities available.
In this guide, we’ll discuss some matching gift basics and walk through the top 25 matching gift companies you should know. Here’s what we’ll cover:
According to 360MatchPro, “an estimated $2-$3 billion is donated through matching gift programs annually.” Is your nonprofit ready to tap into more of these valuable opportunities? Let’s get started!
Top Matching Gift Companies: FAQs
First, let’s take a look at a few frequently asked questions about matching gift companies so you can better understand how to leverage the opportunities they offer.
Why do companies have matching gift programs?
There are many reasons why businesses launch corporate philanthropy initiatives, such as matching gift programs. The following statistics illustrate the importance of corporate social responsibility among today’s companies, as well as explain why so many employers are dedicated to exemplifying CSR:
75% of Americans indicate that companies should not just make money, but positively impact society as well.
Around 50% of employees in the U.K. and the U.S. would resign from their roles if the company’s values did not align with their own.
90% of companies believe that partnering with reputable nonprofits enhances their brand.
Employees who participate in corporate giving programs have a 75% longer tenure with their company.
From boosting their reputation to increasing employee engagement, companies receive a wide range of benefits from creating matching gift programs. This leads to more support for nonprofits like yours, allowing you to make an even greater difference in the community.
How do matching gift programs work?
Matching gift programs differ from company to company. Typically, the matching gift process looks something like this:
A donor gives to your nonprofit.
The donor checks their eligibility using a matching gift database.
With the right tools and understanding of this process, you can better inform donors of this opportunity and encourage them to submit matching gift requests.
We recommend investing in matching gift software that offers auto-submission via integrations with popular workplace giving platforms. With this technology, your donors can automatically have their matching gift requests submitted to their employers. There’s no need for them to fill out a form manually, and this tool ensures all necessary information is provided to the employer.
What are the key characteristics of a top matching gift company?
More and more businesses are launching matching gift programs, with 51% of Russell 1000 companies publicly disclosing that they offer these opportunities to their employees. To single out the top matching gift companies from the crowd, however, it’s necessary to take a closer look at these differentiating elements:
Low minimum match amount. Often, companies will only match an employee’s gift if it is higher than a pre-specified amount. This amount can range from $1 to over $100. The best matching gift companies have a low minimum match amount that makes it easier for employees to participate no matter their budget for charitable giving.
High maximum match amount. Many businesses specify a maximum annual match amount as well, typically between $1,000 and $15,000. This means that they’ll contribute no more than the maximum amount stipulated, regardless of how much an employee donates in a given year. Many of the top matching gift companies have a matching gift cap on the upper end of that range, allowing participants to create a larger impact on nonprofits they care about.
High match ratio. Match ratios determine how much a company contributes to a nonprofit based on the donor’s gift amount. While many choose to match donations dollar for dollar (1:1), match ratios can range anywhere from .5:1 to 4:1. The higher the ratio, the more revenue your nonprofit can receive from a single donation.
Employee eligibility. While some companies limit their matching gift program participation to full-time employees, others allow part-time and retired employees to take part as well. This allows them to provide more support to the causes that their employees care about.
Keep these matching gift company characteristics in mind as you begin researching and promoting opportunities to your organization’s supporters. This way, you’ll get a better idea of how much you can expect to benefit from each program. Furthermore, many of the top matching gift companies also have volunteer grant programs that encourage their employees to dedicate their time and provide even more funding opportunities to nonprofits.
To set your nonprofit up for success, download Double the Donation’s free matching gifts checklist and share it with your team. This detailed resource will walk you through all the steps to making the most of matching gift opportunities.
25 Best Matching Gift Companies
Now that we’ve covered the essentials, let’s explore the 25 top matching gift companies your nonprofit should keep an eye on:
1. Soros Fund Management
Soros Fund Management stands out as a notable matching gift company due to its generous maximum match amount. The details of its program include:
Match ratio: Up to 2:1
Minimum match amount: $25
Maximum match amount: $100,000 per year
Eligible employees: Full-time
In addition to matching employee donations to most nonprofits, including educational institutions, Soros Fund Management offers a volunteer grant program. When an employee volunteers 20 hours or more with an organization, this company offers the organization a grant of $1,000 to $4,000, depending on the number of hours volunteered.
2. The Coca-Cola Company
The Coca-Cola Company matches gifts to nonprofits focusing on education, the environment, and arts and culture. The details of its program include:
Match ratio: 2:1
Minimum match amount: $25
Maximum match amount: $20,000 per year
Eligible employees: Full-time and retired
To ensure that their donations are matched, employees must submit their matching gift requests by February 28th of the year following when the gift was made.
3. Johnson & Johnson
Johnson & Johnson is another notable matching gift company, with program details such as:
Match ratio: Up to 2:1
Minimum match amount: $25
Maximum match amount: $20,000 per year
Eligible employees: Full-time, part-time, and retired
While retired employees are eligible for this company’s impactful program, Johnson & Johnson matches their donations at a 1:1 ratio, with a maximum contribution of $10,000 per year.
4. ExxonMobil
ExxonMobil dedicates itself to significant corporate philanthropy initiatives, including its matching gifts program. The details include:
Match ratio: Up to 2:1
Minimum match amount: $50
Maximum match amount: $7,500 per year
Eligible employees: Full-time, part-time, and retired
Similar to Johnson & Johnson, this company allows retired employees to participate in its matching gifts program, but matches their contributions at a 1:1 ratio. Furthermore, ExxonMobil offers two volunteer grant programs for its employees, one for individuals and one for teams, that empower them to further their impact on causes they care about.
5. Merck & Co.
Through its Partnership for Giving (P4G) program, Merck matches employee donations to organizations that support those in need, promote education, focus on environmental conservation, and more.
Match ratio: 1:1
Minimum match amount: $25
Maximum match amount: $30,000 per year
Eligible employees: Full-time and part-time
In addition to its matching gifts program, Merck provides a $500 cash contribution to nonprofits that their employees spend at least 40 hours volunteering with each year.
6. The Walt Disney Corporation
Over the past decade, Disney has matched over $104 million through its employee giving programs. Its matching gift program details include:
Match ratio: 1:1
Minimum match amount: $25
Maximum match amount: $25,000 per year
Eligible employees: Full-time and part-time
Additionally, Disney has a “VoluntEARS” grant program that allows employees to direct up to $2,000 in funds toward organizations with which they’ve spent time volunteering.
7. Amgen
The Amgen Matching Gift program allows employees based in the United States and Puerto Rico to amplify the impact of their donations by matching them dollar for dollar. The details of this program include:
Match ratio: 1:1
Minimum match amount: $50
Maximum match amount: $20,000 per year
Eligible employees: Full-time and part-time
Like many other top matching gift companies, Amgen also encourages its employees to get involved in the community through its volunteer grant program. Once an employee volunteers for at least 15 hours with an organization, they can request a $500 grant. Depending on hours volunteered, a full-time employee can request up to $2,000 in volunteer grants per year, while part-time employees can request up to $1,000 per year.
8. Microsoft
Microsoft matches employee donations to most nonprofits, including educational institutions, health and human services, arts and cultural organizations, and more. Its matching gift program details include:
Match ratio: 1:1
Minimum match amount: $1
Maximum match amount: $15,000 per year
Eligible employees: Full-time and part-time
Through the company’s volunteer grant program, employees can also request a $25 grant for every hour they volunteer with an organization. In just 2022, Microsoft employees donated $255 million, including company matches, and volunteered over 720,000 hours with nonprofits.
9. Gap Inc.
Gap Inc. offers numerous environmental, social, and governance (ESG) programs to engage its employees and generate a lasting impact on the community. Its matching gift program details include:
Match ratio: 1:1
Minimum match amount: $10
Maximum match amount: $15,000 per year
Eligible employees: Full-time, part-time, and retired
Beyond matching gifts, Gap Inc. has programs such as Money for Time, which involves donating $150 to a nonprofit for every 15 hours an employee volunteers with the organization. The company also encourages employees to spend five “on-the-clock” hours volunteering for causes close to their hearts.
10. Apple
Through its matching gifts program, Apple matches employee donations to most nonprofits dollar for dollar. The program’s specific details include:
Match ratio: 1:1
Minimum match amount: None
Maximum match amount: $10,000 per year
Eligible employees: Full-time and part-time
Apple employees can log in to access the company’s giving portal and view all of the complete matching gift guidelines for free. The company also offers a volunteer grant program, donating $25 for every hour an Apple employee volunteers with an organization.
11. Google
Google matches both personal employee donations made to nonprofits and donations made toward disaster relief or international relief. The specific details of its matching gifts program include:
Match ratio: 1:1
Minimum match amount: None
Maximum match amount: $10,000 per year
Eligible employees: Full-time and part-time
Like many of the best matching gift companies, Google offers a volunteer program and contributes $10 for every hour an employee volunteers with a nonprofit. Furthermore, the company matches funds raised by employees who participate in fundraising events such as marathons or bike rides.
12. Dell
Dell matches employee donations to most nonprofit organizations, including civic and community organizations, educational institutions, environmental causes, and more.
Match ratio: 1:1
Minimum match amount: $10
Maximum match amount: $10,000 per year
Eligible employees: Full-time and part-time
The company matches both individual donations from employees around the world and a portion of funds raised by employees during charitable events, such as walks and bike rides. Additionally, each quarter, Dell awards $150 donations to employees who volunteered more than 10 hours with a nonprofit. Since the inception of its volunteer program, Dell’s employees have spent more than 7.8 million hours volunteering with their nonprofit of choice.
13. Chevron
Chevron’s matching gift program, Chevron Humankind, matches employee contributions of both money and time to nonprofits. The program’s details include:
Match ratio: 1:1
Minimum match amount: $20
Maximum match amount: $10,000 per year
Eligible employees: Full-time and retired
Most nonprofits are eligible to receive matching gifts from this company, including educational institutions and arts and cultural organizations. While current full-time employees can request matched donations for up to $10,000 per year, retired employees can request up to $3,000 each year.
14. Boeing
Boeing’s matching gift program includes all current employees, in addition to retirees, spouses, and domestic partners. Additional details of this program include:
Match ratio: 1:1
Minimum match amount: $20
Maximum match amount: $10,000 per year
Eligible employees: Full-time and retired
Active employees receive a 1:1 match, while retirees, spouses, and domestic partners receive a .5:1 match. Additionally, Boeing offers a volunteer grant program, providing $100 grants for every 10 hours of volunteering, once an employee has contributed at least 25 hours to a nonprofit. The company also offers team volunteer grants, which increase depending on the number of employees who participate in a group volunteer opportunity.
15. State Street Corporation
State Street Foundation is the charitable arm of State Street Corporation that aims to engage employees and make a difference in the community. Its matching gift program details include:
Match ratio: 1:1
Minimum match amount: $25
Maximum match amount: $10,000 per year
Eligible employees: Full-time and part-time
In the past year, State Street Foundation has contributed $20.2 million to nonprofits, including matching gifts and grants. In addition to donating to organizations, employees can request a $500 grant from the company after volunteering 16 hours with a nonprofit.
16. American Express
American Express has both a generous cap on matching donations and increases its matching gift ratio for certain employees. The details of its matching gifts program include:
Match ratio: Up to 2:1
Minimum match amount: $25
Maximum match amount: $8,000 per year
Eligible employees: Full-time and part-time
While the standard match ratio is 1:1, employees who either serve on a nonprofit’s board or volunteer more than 50 hours a year can receive a 2:1 match for the first $1,000 donated to that organization.
17. Verizon
Verizon, through the Verizon Matching Incentive Program, matches employee donations on a dollar-for-dollar basis. The details of its matching gifts program include:
Match ratio: 1:1
Minimum match amount: $25
Maximum match amount: $6,000 per year
Eligible employees: Full-time, part-time, and retired
The company matches financial contributions to most nonprofits, as long as they have 501(c)(3) status or an international equivalent. Specifically, Verizon matches individual donations of up to $5,000 to higher education organizations and up to $1,000 to other nonprofits.
18. General Electric
In 1954, General Electric created the first-ever matching gift program. The details of this program include:
Match ratio: 1:1
Minimum match amount: $25
Maximum match amount: $5,000 per year
Eligible employees: Full-time and part-time
To date, this company’s matching gift program has raised over $1.5 billion in nonprofit donations. Additionally, General Electric offers a generous deadline for employees to submit their matching gift request (April 15th of the year following the donation).
While retired employees cannot participate in the matching gift program, they can request a $500 volunteer grant for every 50 hours volunteered with a nonprofit, for up to $1,000 per year. Current employees can take advantage of this impactful opportunity as well.
20. CarMax
The CarMax Foundation matches individual employee donations dollar for dollar. The specifics of its matching gift program include:
Match ratio: 1:1
Minimum match amount: $25
Maximum match amount: $5,000 per year
Eligible employees: Full-time, part-time, and retired
The maximum match amount factors in volunteer grants as well. For every hour a CarMax employee or an eligible family member volunteers, the company awards $15 to the nonprofit.
21. Pfizer, Inc.
Pfizer is another matching gift company that matches employee donations to recognized 501(c)(3) nonprofits. Its matching gift program details include:
Match ratio: 1:1
Minimum match amount: $25
Maximum match amount: $5,000 per year
Eligible employees: Full-time and part-time
In addition to matching gifts, the company has a volunteer grant program that can award up to $1,000 each year depending on the number of hours an employee volunteers. The Pfizer Foundation also offers disaster matches when humanitarian disasters occur, identifying organizations for which it will provide a dollar-for-dollar match for all contributions.
22. Salesforce
Salesforce encourages its employees to give back to the community through its matching gifts program. The specifics of this program are:
Match ratio: 1:1
Minimum match amount: $50
Maximum match amount: $5,000 per year
Eligible employees: Full-time and part-time
Furthermore, Salesforce employees receive seven paid days off each year to spend volunteering in their communities.
23. State Farm
State Farm is a matching gift company that matches employee donations to specific nonprofits that focus on education, safety, and community development. The details of its matching gifts program include:
Match ratio: 1:1
Minimum match amount: $25
Maximum match amount: $4,500 per year
Eligible employees: Full-time
Additionally, the company’s Good Neighbor Grant awards eligible nonprofits with a $500 grant whenever current or retired employees volunteer a minimum of 40 hours with that organization in a year.
24. The Home Depot
The Home Depot matches individual donations and funds raised by employees for charitable purposes, such as a 5K run. The details of its matching gifts program include:
Match ratio: 1:1
Minimum match amount: $25
Maximum match amount: $3,000 per year
Eligible employees: Full-time and part-time
Employees must register their gifts by January 31st of the year following their donation. Once they’ve registered their gift, they can easily and conveniently track their matching gift status online.
25. Starbucks
Starbucks matches donations made by current U.S. and Canada-based employees to nearly all nonprofit organizations. The specifics of this matching gifts program include:
Match ratio: 1:1
Minimum match amount: $25
Maximum match amount: $1,000 per year
Eligible employees: Full-time and part-time
Starbucks employees are also eligible for volunteer grants up to $1,000, depending on the number of hours they serve with a nonprofit.
How to Earn More Matching Gift Revenue
Since each matching gift company has differing guidelines, it’s important to have a way to effectively keep track of all of this information. Fortunately, there are tools made exclusively for nonprofits that will empower your team to identify these matching gift programs and boost your overall matching gift revenue.
Let’s explore some essential matching gift best practices for your nonprofit.
Use a Matching Gift Database
A matching gift database contains all the information your nonprofit and donors need to know about corporate matching gift programs. After considerable research and comparisons, our top recommended matching gift database to optimize your results is 360MatchPro by Double the Donation.
Double the Donation’s database houses up-to-date information on over 20,000 matching gift companies. This service allows you to embed a company search tool anywhere on your website, such as your donation page. When a donor makes a gift, the widget will automatically populate with their company’s matching gift forms and guidelines.
360MatchPro scans the information donors provide during the giving process, such as their employer information, and triggers branded follow-up emails depending on their matching gift eligibility. If it’s determined that your donor works for a company with a matching gift program, 360MatchPro will automatically send out matching gift request instructions on your behalf. This ensures that you can identify more eligible donors and boost your fundraising revenue.
Historically, donors manually fill out a matching gift request to ask their employer to match their donations. These forms require a bunch of information the supporter already provided in their initial donation or likely needs to look up, such as the nonprofit’s tax ID number, donation amount, date of the gift, and more. Luckily, nonprofits can now eliminate this step.
Make submitting matching gift requests on your nonprofit’s behalf even more convenient with auto-submission. With this functionality, all they need to do is use their corporate email address when donating. Then, the tool will complete and send the form on their behalf.
To take advantage of auto-submission, the donor must work for a company that utilizes a corporate social responsibility (CSR) management platform that integrates with Double the Donation, like Millie or Selflessly. Furthermore, the benefiting nonprofit must use Double the Donation’s matching gift tools.
So far, auto-submission functionality is projected to yield an 80% increase in matching gift revenue for nonprofits. As availability becomes increasingly widespread, more nonprofits and companies will experience the convenience of auto-submission.
Promote Matching Gifts to Supporters
Finally, ensure that all of your organization’s current and prospective donors are aware of matching gift opportunities by spreading the word about these programs online. In addition to using 360MatchPro to send automated emails to supporters, you can promote more matching gifts by:
Creating informative social media posts.
Writing blog posts on matching gifts.
Advertising your matching gift page.
Your nonprofit doesn’t need an extensive marketing budget to boost awareness of matching gifts. By making the most of opportunities such as the Google Ad Grant program, your organization can claim $10,000 a month to direct users to your matching gift page. As with any grant opportunity, be sure to conduct your research ahead of time to determine your eligibility and maximize your chances of success.
Wrapping Up
Over 26 million people around the world work for companies with matching gift programs. While these 25 matching gift companies may be some of the most notable among nonprofits, there’s an abundance of opportunities for your organization to earn more revenue for its mission.
If you’re looking for more information on promoting and optimizing matching gifts for your nonprofit, check out these helpful resources:
https://gettingattention.org/wp-content/uploads/2023/08/Top-Matching-Gift-Companies_Feature-Compressed.jpg8102330Jessica Kinghttps://gettingattention.org/wp-content/uploads/2021/08/getting-attention-logo.svgJessica King2023-08-16 16:06:222024-11-15 14:46:4225 Top Matching Gift Companies to Have On Your Radar
Peer-to-peer fundraising is a powerful form of nonprofit fundraising in which organizations empower their supporters to raise money on their behalf. This fundraising strategy, also referred to as social fundraising or P2P giving, enables nonprofits to reach larger audiences, engage new donors, and raise a ton of funding for their causes.
For this fundraising method to be effective, your dedicated supporters require the right tools—or peer-to-peer platforms—to manage their fundraising from start to finish. And there are a lot of software choices to explore. That’s why we’ve crafted this guide to help you decide on the provider that’s best for you.
By the end of this guide, you’ll be comfortable with the types of features and functionalities peer-to-peer fundraising software can offer, and you’ll walk away with a few great options to consider. Set your team up for success by carefully deciding which solution will work best for you!
Peer-to-Peer Fundraising Software: The Basics
Keeping your peer-to-peer fundraising process organized can be difficult. Your team may have suddenly become a lot bigger with the inclusion of your peer fundraisers, and you have to manage both them and your staff members for your campaign to succeed. Plus, you have to track the funds everyone has raised and keep morale and excitement high.
Peer-to-peer fundraising software can help you keep your processes organized and streamlined. Such a solution comes with the following functionalities:
Communication tools. To have a successful campaign, you need to communicate effectively with staff members and volunteers. Peer-to-peer fundraising software enables you to message all involved individuals and even create communication templates to help your volunteers reach out to their networks.
Individual fundraising pages. With the right software solution, your volunteers will be able to create, customize, and personalize individual fundraising pages. They can use these pages to help you acquire donations and share their story, goals, and progress. Since they’ll be tapping into their network for fundraising, this personalization will help create an emotional connection for potential donors.
Donation processing. Allow donors to make gifts through individual fundraising pages. That way, they won’t have to navigate to your nonprofit’s website to make a gift, making the process more convenient. Peer-to-peer fundraising software will give you secure and easy-to-use donation processing forms to ensure a smooth giving experience.
Mobile optimization. As 57% of nonprofit website traffic comes from mobile devices, ensure that your peer-to-peer fundraising software can create fundraising pages that are optimized for mobile usage.
Social sharing integrations. Since your volunteers will be promoting their fundraising page to their network, social sharing integrations are crucial to success. With these integrations, they’ll be able to easily share their pages through social media, email, and text messaging, maximizing their advertising opportunities and ability to reach their network.
Gamification elements. Friendly competition motivates your peer fundraisers to increase their efforts in helping your nonprofit. Peer-to-peer fundraising software allows you to create a competitive spirit by incorporating gamification elements, such as leaderboards and milestone rewards.
Data and analytics. Keep track of your volunteers’ fundraising in real-time and get insight into the overall amount of revenue generated. Then, use this information to make informed adjustments to the strategy for your peer-to-peer fundraising campaign. You can also evaluate the data to help improve future campaigns.
Peer-to-peer fundraising software is specifically designed to help your nonprofit’s peer-to-peer campaign shine. Harness these functionalities to provide support for your volunteers and ensure your next campaign is a success.
11 Top Peer-to-Peer Fundraising Software Solutions
When choosing a peer-to-peer fundraising software solution to invest in, take a look at their case studies and testimonials. In particular, assess how the provider has helped organizations similar to yours in size and type, as that will give you insight into how the solution will work for you. Also, don’t be afraid to look at third-party reviews!
Keep these considerations in mind as you read through the following list of top peer-to-peer fundraising software solutions. If you see a solution you’re interested in, assess whether it will meet your needs, align with your budget, and be easy to use.
1. CharityEngine
CharityEngine is an all-in-one nonprofit donor management and fundraising platform designed to aid nonprofits of all sizes in a wide range of fundraising efforts. In addition to their greater constituent relationship management (CRM) solution, they offer peer-to-peer fundraising software that provides groups and individual fundraisers with the capabilities they need to succeed.
Some of CharityEngine’s peer-to-peer features include:
Personalized campaign microsites
Customizable team and personal fundraising pages
Strategic fundraising goal-tracking tools
Plus, CharityEngine’s peer-to-peer fundraising software integrates seamlessly with donor management solutions, event management tools, and other fundraising software. That way, you can smoothly transition from your existing software to this CRM solution.
Classy is a comprehensive online fundraising solution complete with peer-to-peer functionality and a mission to empower nonprofit organizations to unlock the generosity of their supporters. Since its foundation, Classy has helped thousands of nonprofits advance their missions, raising more than $5 billion in donation revenue.
This peer-to-peer fundraising software’s features include:
Campaign templates
Embedded videos and livestreams
Built-in progress thermometer
Mobile-optimized pages and donation forms
Flexible payment processing
Employer donation match options
With Classy, you’ll be able to mobilize your supporters with easy-to-use tools so they feel empowered to advocate for your cause. Plus, you’ll have built-in tips and expert fundraising guidance, including automated email workflows to coach, motivate, and thank volunteer fundraisers.
A powerful online fundraising platform, Click & Pledge is dedicated to helping nonprofits and their supporters set up and manage effective fundraising campaigns. They’ve handled more than $1 billion in charitable contributions for more than 20,000 causes. Their platform is built for a variety of organizations, including nonprofits, associations, educational institutions, faith-based groups, and more.
They offer a variety of solutions that can support your peer-to-peer needs, including:
Donation Forms
Text-to-Give
Peer-to-Peer Fundraising Sites
Video Fundraising
Donor Outreach
In-Person Fundraising
Account Management
Click & Pledge’s peer-to-peer fundraising software solution provides added customizability by offering over 20 unique widgets for volunteers to add to their pages. It also makes tracking and managing your volunteers easier through a team portal, where you can evaluate success at-a-glance and conveniently message team members.
Donately is an online solution dedicated to creating innovative and effective online donation forms and fundraising pages. Working with all sorts of nonprofits, churches, businesses, and agencies, this peer-to-peer fundraising software aims to simplify the donation process on both the donors’ end and the organization’s.
A unique feature that Donately offers is its top-of-the-line peer-to-peer fundraising pages. These pages are customized to fit your organization’s branding, but still allow your volunteers to personalize them with their own stories. The result is a cohesive and harmonious page that drives more donations.
Plus, you’ll get access to fundraiser progress tracking bars and social sharing tools to further spread the word about your campaign. With this peer-to-peer fundraising software, you’ll be able to effortlessly expand your donor network.
This peer-to-peer fundraising software solution works with nonprofits, healthcare organizations, and higher education institutions to simplify online giving and assist in raising more for their causes. DonorDrive amplifies the voices of your biggest advocates, who can share their personal stories to expand your donor base and connections.
With a mobile fundraising app, virtual campaign functionality, online donation campaigns, peer-to-peer giving, and more, DonorDrive users have the tools they need to power their missions effectively.
Peer-to-peer donors have access to simplified donation processes to make giving more convenient. They can make recurring gifts and see if their employers will match their gifts, resulting in more donations for your nonprofit. Plus, DonorDrive offers other unique features such as personalized coaching, social media integrations, flexible event configuration, automated communication, and real-time data insights.
Promoting your peer-to-peer fundraising efforts is key to your campaign’s success. By adequately marketing your campaign, you’ll be able to maximize the number of individuals you reach out to and form connections with. Digital marketing will help you enhance the visibility of your campaign, increasing the number of donations you receive.
Getting Attention is a peer-to-peer fundraising solution focused on bringing more attention to your campaign. It does so by helping your nonprofit gain access to and optimize your usage of the Google Ad Grant. Essentially, this program gives your nonprofit $10,000 of free credit to spend on Google Ads, greatly increasing your outreach.
Promote ongoing campaigns and events—including peer-to-peer fundraisers!
However, using the Google Ad Grants program can be difficult for nonprofits without experience in the realm of search engine optimization. That’s where Google Ad Grant agencies like Getting Attention come into play.
Professionals from these agencies bring their experience and expertise to help you generate the impact you want. They offer a variety of services related to Google Ad Grants, including:
By working with a Google Ad Grants professional, you’ll be able to perform targeted outreach that increases awareness and participation in your peer-to-peer campaign. This results in enhanced site engagement and increased recognition, making it an extremely effective peer-to-peer fundraising software for marketing.
7. GiveWP
For nonprofits with blogs run through WordPress, GiveWP is the peer-to-peer fundraising software for you. This solution is a WordPress donation plugin option, making donating more convenient for website visitors. It’s an open-source suite of tools that makes fundraising quick and easy.
GiveWP offers a peer-to-peer add-on that allows volunteers to leverage its features to encourage their networks to make gifts to your nonprofits. A unique offering of theirs is the ability to give donors choices through:
Choosing where their contributions go through the Funds and Designations feature
Using tribute eCards to make gifts in memory of a loved one
Allowing them to opt-in to peer-to-peer marketing newsletters
Other top features of GiveWP’s peer-to-peer platform include fundraising goal progress bars for individuals and teams, social sharing abilities with built-in calls-to-action, and integrated sponsorship information.
iDonate is a modern digital giving solution designed for today’s nonprofits and other charitable organizations to grow their online giving and better reach dedicated supporters. This powerful suite of fundraising software encompasses peer-to-peer fundraising, web and mobile giving, and event management tools to drive results.
This software solution has a focus on optimizing your organization’s growth through the following features:
A/B Split Testing
Recurring Gift Prompt
Personalization
Goal Meters
Their peer-to-peer fundraising platform incorporates top features such as a comprehensive command center and anchor page, campaign management with real-time data metrics, and easy campaign building and editing tools for individual fundraisers.
OneCause is an online fundraising and event solution that has grown from a mobile bidding tool to a comprehensive giving platform with capabilities for online donations, peer-to-peer fundraising, auction and event management, and more. Since its launch, OneCause has raised more than $5 billion in charitable donations from 2.5 million supporters and over 40,000 fundraisers.
This software maximizes peer-to-peer fundraising by making it more social, mobile, and fun. It allows you to design your campaign materials based on the type of peer-to-peer campaign you’re hosting, whether that’s a walk-a-thon, memorial, or virtual campaign.
The OneCause peer-to-peer fundraising platform offers key features such as social media integration, motivation and rewards, flexible branding, and accessible technology to help your nonprofit reach its goals.
Neon Fundraise is a product of Neon One, a nonprofit software company with innovative solutions for donor management, online fundraising, program management, events, web development, and more. With this peer-to-peer fundraising software, it’s easy to take your mission to new heights by creating winning experiences for donors, fundraisers, and staff.
Some of the top features this software solution offers include:
One-click donations
Badges and achievements
Donor accounts
Multi-language and multi-currency capabilities
Compliant receipting
These features all work together to create a smooth donation experience for your volunteers’ friends and family, helping to create a more successful peer-to-peer campaign for your organization. Not only that, but it will also help automate your workflow, making issuing receipts and collecting registrations more efficient.
Qgiv is a powerful fundraising platform designed to assist nonprofit organizations with the tools they need to collect charitable donations online, in person, and over text. The peer-to-peer side of their software includes features such as:
Event management for pledge-based experiences
Intuitive online stores for sponsorships and merchandise
This software solution also allows you to build customizable and virtual events to fit the needs of your peer-to-peer campaign. It also offers branded team and individual fundraising pages, flexible registrations, and progress thermometers to ensure that event attendees and volunteers are engaged and have a great experience fundraising for your community.
Peer-to-peer fundraising can take your nonprofit strategy to the next level. Not only does it allow you to acquire more donations, but it allows you to form connections with a greater number of potential supporters. To ensure your efforts are successful, equip your volunteers with the most effective and intuitive peer-to-peer fundraising software solutions. That way, you’ll maximize the impact of your campaign.
If you’d like to learn more about nonprofit marketing and fundraising, check out these resources:
Google Grants Eligibility: Is Your Nonprofit Eligible? — Interested in applying for the Google Ad Grant to advertise your peer-to-peer fundraiser more effectively? Learn if your nonprofit is eligible in this article.
https://gettingattention.org/wp-content/uploads/2023/08/Peer-to_Peer-Fundraising-Software_Feature.png7001450Jessica Kinghttps://gettingattention.org/wp-content/uploads/2021/08/getting-attention-logo.svgJessica King2023-08-15 19:09:372024-11-15 14:46:57Peer-to-Peer Fundraising Software: 11 Top Solutions
Most, if not all, nonprofits struggle to retain talent, especially in today’s challenging job market and remote work environment.
Improving employee retention requires an intentional and multifaceted approach. To be successful, your plan must encompass multiple employee touchpoints and a focus on employee engagement strategies.
Employees who feel valued, appreciated, and recognized by their organizations and direct managers are happier with their current situations and more likely to envision a future with their organizations.
The following tips can help boost employee engagement and increase retention:
Improving employee retention is essential for the long-term health and success of your organization. After all, according to Gallup, the cost of replacing an employee can be one-half to two times that employee’s annual salary. Attract top talent and keep them invested in their roles with these key tips.
1. Redirect your compensation efforts
Offering competitive salaries is a challenge for most nonprofits. Frequently, overhead costs must be kept to a minimum, and salary budgets are limited by funding. While replacing employees is costly, many nonprofits simply do not have the resources available to provide increases to pay or pay ranges. Exploring other avenues to address compensation gaps is important.
One approach is to view compensation from a total rewards perspective. Focus on the indirect components of compensation, emphasizing the overall value of the package provided to employees. Indirect compensation includes perks, recognition programs, mental and physical wellness benefits, culture, management styles, and much more.
It is also important to address any inequities in your compensation structure as part of greater diversity, equity, and inclusion initiatives.
2. Focus on career advancement
Another common reason employees leave an organization is a lack of advancement. Often, individuals seek positions elsewhere without fully understanding the developmental paths available with their current employer.
Employees need to feel that they have the ability to move and progress within a company. Meet with your employees to understand their goals and interests. It’s imperative for leadership to communicate about the organization’s plans, how individuals may fit into that plan, and future opportunities that will be provided.
Formalized policies and practices regarding pathways to advancement and promotions are important to retention. A policy of filling open positions from within and laying out a clear process is evidence of commitment to employee growth and development.
3. Provide opportunities for skill development
Furthermore, it’s important to consider various ways of providing opportunities for development. Not all movement needs to be vertical. Lateral moves within an organization can be equally valuable. They allow employees to:
Gain greater insight into the organization
Develop new areas of expertise
Open new doors
Formal training programs are always an option, but they can be expensive and require a significant commitment of time. Leveraging internal expertise to develop new skills and competencies can be an effective and economical way to provide opportunities to develop new skills.
Some common initiatives include lunch and learns, peer mentoring, and preceptorships. This cross-pollination connects people across your organization, building rapport, trust, and camaraderie that deepens their connection to the organization.
4. Understand the pressures on employees
Employees experience stress both in and outside of work. Regardless of the source, the resulting mental fatigue impacts work performance. Society is becoming more in tune and comfortable with discussing and addressing mental illness and stress. Top employers show similar understanding by instituting benefits that help employees better cope.
Examples of employer-provided support include:
Flexible work arrangements
Generous paid time off
Access to mental health services
Educational programs that address common life stressors
Providing resources to support personal and family challenges shows your employees that you value them as people. These benefits and programs evidence an organizational commitment to stand by employees through both significant, life-altering events as well as everyday obligations that may cause chronic stress.
5. Commit to transparency and clear communication
Employees need to know how and why decisions are made. Do not allow the rumor mill or employee imaginations to tell your story. Frequent, honest communication undermines the spread of inaccurate information, allows for understanding, and builds trust between leadership and staff.
Communication should be two-way, not just from leadership down. Build a culture where employees not only expect managers to ask for their input but feel comfortable offering their opinions. Find out what your employees think about important topics, including what they like and dislike about working at your organization.
Common mechanisms for gathering employee perceptions and ideas include:
Town halls
Climate surveys
Team meetings
One-on-one sessions
Stay interviews
Exit interviews
Welcome feedback in a positive fashion, as negative responses will only stifle future participation.
Once you have this information, do not sit on it. If you are going to ask for feedback, it is crucial that you take action. If action is not possible, circle back to employees to explain the decision-making process.
6. Emphasize your calling
Typically, the employees that a nonprofit attracts are passionate about the organization’s mission and have a strong desire to serve. Capitalize on this connection to keep your employees excited about being part of your team.
Integrate your values and mission into everything you do – your culture, policies, and initiatives. When your mission is central to serving your constituents it is also critical to how you treat your employees. A consistent reminder of the good that comes from their efforts will inspire and have an impact on employees’ long-term commitment to your organization.
7. Celebrate employee successes
Besides incorporating a total rewards approach to your organization, you should also focus on ways to acknowledge and celebrate your employees’ successes. This should be done on a standard basis to ensure that anyone on your team can give kudos. Some simple ways you can start showing employee appreciation include:
Encouraging positive ad hoc feedback during one-on-ones. For direct reports, one-on-one meetings with managers can encourage them to feel more comfortable with communicating and receiving feedback. Facilitate this relationship-building by encouraging middle managers to give kudos to directs. Of course, middle managers should only deliver positive feedback when their directs have earned it, but even recognition for little things can go a long way in making employees feel valued.
Promoting peer-to-peer recognition. Create a culture of recognition at your company by making it easy for employees to acknowledge each other for their performance. According to eCardWidget, one effective way to do this is by designing employee recognition eCards that they can personalize. In addition to expressing appreciation, these cards can come in handy for birthdays and personal accomplishments as well.
Formalizing recognition with awards. If you see remarkable improvement or performance from an employee, consider formally congratulating them with a superlative award. For instance, you might give a “Biggest Innovator” award to a team member who transformed your team’s workflow for the better, or a “Stewardship Superstar” award to an employee who has built great donor relationships.
Instituting rewards for hitting goals. Motivating your team members to achieve goals is a lot easier with a prize for them to cross the finish line. Consider offering goal-based rewards on a monthly or quarterly basis to incentivize high performance and engagement with company-wide initiatives. For example, if your nonprofit reaches its fundraising goal by a specified date, you might reward employees with tickets to a concert.
Each nonprofit is different, so your recognition mechanisms will likely vary depending on your budget, goals, and size. However, these methods are tried-and-true and can do wonders for your staff retention efforts.
8. Invest in employee engagement software
While your personal relationship with employees is a crucial part of boosting their engagement, you shouldn’t take on new initiatives empty-handed. There are many software solutions on the market that can help you take your employee engagement strategies to the next level. Consider investing in the following types of software:
Human Resource Management Systems. This software can help you manage employee onboarding, benefits, performance reviews, and feedback systems so you can actively monitor your employees’ well-being.
Learning Management Systems (LMS). Offering professional development opportunities shows your investment in your team’s growth, which incentivizes them to stay with your nonprofit in the long term. LMSs provide online training, class management, and progress tracking to facilitate your team’s development.
Employee appreciation software. There are many types of software that fall under this category. For instance, eCard software can facilitate ad-hoc recognition, especially between peers. Also, rewards software allows you to assign points to staff members for achieving certain goals and track their progress.
Remote work software. Remote work has boomed in popularity because it provides flexibility for your employees and reduces burnout. Plus, most remote work software, such as video conferencing solutions, collaborative document editing platforms, and workflow managers, are user-friendly and cost-effective.
While these solutions are great starting points for your engagement software rollout, they’re far from the only ones available. To pick the best fit for your nonprofit, gauge your current employee engagement tactics and determine whether they could be optimized with software. Then, research the options available and book free demos to see which best fits your needs and budget. Finally, once you’ve picked your ideal product, ensure your team receives robust training so you can hit the ground running with your new platform!
9. Create a corporate giving program
Did you know that 65% of people want to work for companies that prioritize social good? When you create a corporate giving program, you not only help worthy causes but also prove to your employees that your company takes active measures to live up to its values.
Matching gifts. Matching gifts are one of the most popular forms of corporate giving. Companies that offer matching gifts will double—or sometimes even triple—the donations their employees make to their favorite causes. With the help of a matching gift database, your employees can determine their matching gift eligibility and submit matching gift requests to your company. To manage these requests, implement corporate social responsibility (CSR) software. Solutions with matching gift auto-submission capabilities make the process even easier for your employees, so we recommend looking for a CLMA-certified platform (meaning it has this functionality) to manage your programs.
Volunteer grants. Instead of matching donations, companies leveraging volunteer grants contribute to organizations based on the number of hours their employees volunteer with them. For even greater impact, ask your employees which nonprofits they typically volunteer with, and organize a team volunteer outing to support that organization.
Fundraising matches. Fundraising matches are similar to matching gifts, but they match the amount of money employees raise through their individual fundraising efforts. For example, an employee may participate in a walkathon for a breast cancer awareness organization and collect pledges for every mile they walk. Then, that employee can report to their company how much money they’ve raised, and the company will contribute that same amount to the nonprofit.
Automatic payroll deductions. It doesn’t get much easier to engage employees through corporate giving than with automatic payroll deductions. Employees can simply indicate which nonprofit they’d like to donate to and how much they’d like to contribute each month. Then, your payroll system can automatically set aside those funds and distribute them to your employees’ favorite causes.
Annual grant stipends. The concept of annual grant stipends is simple. Companies give their employees a set amount of funds each year for them to contribute to their nonprofits of choice. This type of corporate giving is less common, but it’s an easy way to engage employees in your company’s philanthropic efforts.
When employees feel that they’re not only working for their employer but working with their employer to make the world a better place, they’re more likely to be engaged in their work and stick around.
Wrapping Up
In closing, putting together a retention strategy that addresses your organization’s unique needs can be challenging. It can be helpful to seek guidance from professional HR consultants to identify best practices and help implement change. Whether you decide to seek external assistance or develop your plan in-house, the above tips will point you in the right direction for developing a winning retention plan for your organization.
From capital support to marketing assistance, grants provide many opportunities for boosting the success of your nonprofit. After all, your organization needs steady funding to continue furthering its mission and finding better ways to make a difference in the lives of those you serve.
With the right approach, you can build lasting relationships with grantmakers and secure significant revenue to propel your projects forward. In this guide, we’ll walk through how to find grants for nonprofits in detail, so you have everything you need to begin pursuing these impactful opportunities. Here’s what we’ll cover:
For 11 consecutive years, giving from foundations has grown, reaching a total of $90.88 billion in 2021. This means that it’s an ideal time to start searching for grants that will accelerate your organization’s impact. Let’s get started with all you need to know about finding nonprofit grants.
Grants for Nonprofits: FAQs
Your nonprofit’s long-term success depends on diversifying its funding sources. If you’ve decided that it’s time to add grants to the mix, it’s important to first understand the ins and outs of this type of funding to learn how it will best fit into your current strategy.
What are grants for nonprofits?
Nonprofit grants are financial gifts that grantmaking organizations provide to nonprofits, typically for a specific purpose or initiative.
In order to receive this funding, however, your organization will need to fulfill the grantmaker’s specific requirements and submit an application. It’s ultimately up to the grantmaking organization to decide whether or not they’d like to support your nonprofit.
What types of nonprofit grants are there?
There are several types of nonprofit grants. By understanding how they differ from one another, you’ll be able to focus on the specific grants that best serve the needs of your organization. The five main types of grants include:
Program grants. Program development grants provide funding for specified projects or programs, such as upgrading your nonprofit’s technology. Because of this, they usually have spending restrictions. Recipients of these grants may only use the funds for the exact purpose outlined in their grant proposal.
General operations support. These grants are far less restrictive than program development grants and cover almost any expense for your organization. However, general operations support grants are much rarer in the nonprofit sphere.
Capital grants. These grants are most commonly awarded for specific capital campaigns that involve activities such as building construction, property acquisition, or other large-scale projects.
Research grants. For academia and research-oriented nonprofits, research grants support their scientific research and are often attached to a specific team member in the organization.
In-kind grants. In-kind grants provide non-monetary assistance, such as equipment, supplies, or free counseling and personnel. The Google Ad Grants program, for instance, is a popular in-kind grant opportunity that offers nonprofits a monthly allowance of $10,000 in Google Ads credit.
Since each type of grant contributes to the success of your organization in a different way, be sure to keep these distinctions in mind when finding nonprofit grants. This ensures that you only apply for the opportunities that will benefit your nonprofit the most.
Where do grants for nonprofits come from?
When looking for grants to apply for, you need to learn to distinguish between the various sources of grant funding to set your organization up for success. The most common sources of nonprofit grants are:
The Government
There are various levels in the government grant funnel that offer valuable funding opportunities. For instance, nonprofits across the country can receive federal grants. However, nonprofits can only apply for state grants in the particular state to which they belong. Local grants are further limited to a specific community or district within a state.
There are no restrictions on how many government grants a nonprofit can research and pursue. As long as you’ve determined that your organization meets the eligibility criteria, you can apply for as many of these opportunities as you see fit.
Foundations
These organizations play a significant role in supporting nonprofits, accounting for 19% of all charitable giving in 2021. The two main categories of foundations are private foundations and public charities, though organizations in both categories supply grant funds to nonprofits.
While a private foundation typically acquires its funds from a single individual or a family, public charities receive financial support from a variety of sources, including government agencies and program service fees. Some of the most notable foundations that provide funding opportunities to nonprofit organizations include the Ford Foundation and the Bill & Melinda Gates Foundation.
Corporations
Many corporations allocate portions of their profits toward their corporate giving initiatives. The Google Ad Grants program is a clear example of a large corporation offering resources and assistance to nonprofits, with Google donating valuable ad space that most businesses pay thousands of dollars to obtain.
Some businesses also offer corporate volunteer grants, which provide funding to nonprofits after an employee volunteers a certain number of hours with the organization. 50% of Fortune 500 companies offer these volunteer grant programs, including Microsoft and Disney.
Federated Funds
Local businesses and company employees raise these funds to distribute to nonprofits. This type of “community chest” model can be a significant source of revenue. While it’s often easy for donors to give to federated funds, it’s crucial for organizations to apply for this funding early to increase their chances of securing some of these resources.
What are the advantages and disadvantages of grants?
As with any fundraising initiative, it’s necessary to weigh the pros and cons before you start pursuing nonprofit grant opportunities. Some important considerations include:
Advantages:
Essentially, grants provide “free money” to nonprofits.
Grants can power significant structural projects, enabling organizations to achieve large-scale social impact and further their overall missions.
Securing one grant makes it more likely to secure more in the future, since it builds your organization’s credibility.
Grants can boost your nonprofit’s visibility and reach, allowing you to win the trust of current and prospective donors.
Disadvantages:
The process of finding nonprofit grants and applying for them can be time-consuming, since writing effective grant proposals requires skills and thought.
It can be challenging to manage various expectations associated with receiving and managing a grant, such as reporting requirements.
Many grants, such as program development grants, come with conditions and funding restrictions.
Fortunately, your nonprofit can cut down on many of these disadvantages by addressing them upfront. For instance, adopting grant management software can make it easier to keep track of all of your grant-related efforts, saving you time and energy in the process.
Should I apply for a nonprofit grant?
Once you’ve considered nonprofit grant types, their common sources, and their associated advantages and disadvantages, it’s time to determine whether your organization should apply for these funding opportunities. Use these questions to guide you:
Are you able to invest the necessary time and effort into writing a winning grant application?
Are the activities you’re planning to undertake with grant funding consistent with your nonprofit’s mission and overall strategy?
Can you continue these activities after grant funding has ended?
How would a grant be vital to the success of your nonprofit or initiative?
Do you have enough qualified staff in place to implement your initiative?
How will grants fit into your overall fundraising strategy?
Do you have proven positive outcomes related to past work that you can show grantmakers?
Keep your nonprofit’s short- and long-term goals in mind when searching for and deciding to apply for grants. Make the most of your efforts by focusing only on opportunities that match your specific needs. For instance, if you’re hoping to leverage grant money to enhance your marketing, you might consider applying for the Google Ad Grant, which will supply you with funds to spend on digital ads.
How to Find Grants for Nonprofits: 5 Steps
The process of finding grants that are the right fit for your organization does not have to be complicated or confusing. By following these steps, you’ll be well on your way to securing funds that will amplify your nonprofit’s impact.
1. Know Your Goals and Mission
Take the time to clearly define your nonprofit’s goals. There may be numerous grant opportunities available, but only some of them will actually empower your organization to achieve those goals.
Additionally, keep your mission centered in your search. By finding grantmakers that align with your mission and values, you’ll increase your chances of securing the funds and avoid spending unnecessary time pursuing opportunities that don’t match your priorities.
2. Do Your Research
You’ll need to conduct some extensive research to narrow down grant opportunities that are suitable for your nonprofit. Get started by exploring some of these resources:
Existing connections your staff or board members may have
Local grants that only support nonprofits in your area
Previous grantmakers that have supplied funding to your nonprofit
Organizations that have provided grants to nonprofits similar to yours
Grant directories and databases
When sifting through these sources, identify whether each grant meets your nonprofit’s needs and aligns with your mission. Additionally, it’s essential to have a specific budget outlined for the project or initiative you’re hoping to accomplish with grant funding. This will help you sift through opportunities more precisely and facilitate your application process down the line.
3. Develop a Clear Grant Proposal
As a grant applicant, it’s crucial to develop a proposal that demonstrates why your nonprofit is most deserving of the funds. Remember to:
Be specific. State your organization’s goals and mission clearly. Be explicit as to how grant funding will help you to accomplish those goals by listing the specific projects or initiatives the funding will support.
Be concise. Get right to the point in your application, so reviewers don’t feel the need to skim and potentially miss out on important details.
Refer to data. Leverage your nonprofit’s data to highlight the impact you’ve already created in your beneficiaries’ lives, so grantmakers can understand the potential your organization has to make an even greater difference with more funding.
Focus on the grant’s impact. Lay out the direct impact that you anticipate grant funds will empower your nonprofit to make in your community. This can also help you determine how you’ll measure these outcomes to comply with any reporting requirements.
The research you conduct will provide essential context that will guide your approach to each proposal. To further hone your proposal writing skills, consider searching for past successful applications online and making note of their strengths.
4. Review Your Grant Application
Before submitting your grant application, read through it from a reviewer’s perspective. This ensures that you don’t miss any important details that someone outside of your organization may need to understand your proposal.
Keep in mind that grantmakers will reference sources beyond your grant application to inform their decision. Therefore, be sure to demonstrate your nonprofit’s impact on your website, social media channels, and any other platforms reviewers may look at.
Furthermore, don’t hesitate to engage with grantmakers before submitting your applications. Whether you reach out through social media, email, phone calls, or in-person meetings, cultivating relationships with grantmakers can be crucial to securing funds both now and in the future.
5. Prioritize Proper Grant Management
After your nonprofit has received a grant, there are several best practices to follow to make the most of this opportunity. To optimize your outcomes:
Ensure all of your team members understand the project or initiative’s goals, steps, and strategy.
Submit reports in a timely manner.
Be straightforward about successes and challenges throughout the project’s duration.
Effective grant management allows your nonprofit to build a positive reputation among grantmakers and maintain strong, productive relationships with organizations that have chosen to support you.
Now that you understand how to find grants for nonprofits, explore these four best practices to maximize your success. The more preparation you invest in the process, the better your outcomes will be.
1. Use the 3-Way Fit Test
The 3-way Fit Test is a useful tool for eliminating leads that are poor matches. The three ways are:
Philanthropic fit. Make sure the grantmakers are offering the type of funding you are looking for, such as programs, projects, general operating support, or capital. This way, you’ll ensure that you receive the type of help you need.
Geographic fit. Grantmakers typically choose to support nonprofits located in specific geographic areas. Focus on grantmaking organizations that fund the area you serve to increase your odds of winning the grant.
Programmatic fit. Consider the funder’s mission, goals, and areas of interest, and ensure that they align with your own. For instance, if you’re planning to launch a new program to support people who are homeless, appeal to grantmakers with similar missions, rather than, say, an environmental organization.
By only concentrating on the grantmakers that fit all three of these criteria, your nonprofit will be able to spend its time and resources wisely to get the most out of your efforts.
2. Learn About the Funder
Beyond researching each specific grant’s requirements, it’s critical to learn more about the grantmaking organization. This will allow you to gauge its likelihood of funding your nonprofit and help you tailor your grant proposal to appeal to its specific interests. Review materials such as their IRS Form 990 and eligibility guidelines. For instance, Google lays out very detailed eligibility requirements for the Ad Grants program.
For grantmakers who don’t have all of their information in one centralized location online, use these questions to guide your research:
What are their mission and current funding priorities?
How much grant money or resources do they have available?
What are their funding patterns?
Do they encourage grant applicants to contact them beforehand?
These are just a few potential questions to consider, so feel free to expand on this list to uncover more details pertinent to your grant application process.
3. Build Meaningful Connections
While conducting your research, consider reaching out to the funder to ask any clarifying questions. Some baseline questions include:
What is your selection process?
Have your submission instructions undergone any recent changes not shown on your website?
What is an appropriate amount to request in a proposal for someone who has never been funded by your organization?
Directly contacting the grantmaker will kickstart a meaningful relationship with the organization. This could give you an advantage when it comes time for the funder to review grant proposals, as you will be kept top of mind.
4. Recruit Expert Help
If your organization has limited time and resources to devote to finding nonprofit grants, consider recruiting a consultant to assist with your efforts. There are plenty of professional agencies dedicated to helping your nonprofit maximize the funding it receives to further its purpose. Getting Attention, for instance, is a Google Grants agency that can effectively get your organization up and running with the program.
If you’re interested in applying for the Google Ad Grants program and partnering with experts to handle the process, look out for key services such as:
Google Ad Grant application assistance
Google Grant account management
Data tracking and ensuring compliance
Oftentimes, a nonprofit grant consultant will do all of the research and apply on your organization’s behalf, so you don’t have to worry about how to find grants that fit your specific needs. Just be sure to maintain open communication with your consultant so that everyone is on the same page.
Finding Grants for Nonprofits: 13 Resources
Ready to hit the ground running with finding nonprofit grants? Here are multiple resources to get you started:
Google Ad Grants
Google should be one of your nonprofit’s first stops when it comes to researching impactful grants to support your initiatives. The Google Ad Grants program provides eligible organizations with $329 in daily ad spending, or $10,000 a month, to bid on keywords that will promote essential pages on your website to current and potential supporters online.
Like any other grant, the Google Ad Grant comes with detailed eligibility criteria and a specific application process. To maximize your nonprofit’s chances of success, it’s best to prepare ahead of time and develop a thorough understanding of the program. Luckily, there are quite a few expert resources online for training you and your staff on Google Ad Grants.
Grants.gov contains over 1000 grant programs offered by all federal grantmaking agencies and allows you to search its database by selecting criteria such as eligibility requirements and category. Additionally, the website contains numerous guides such as FAQs and training videos for grant applicants.
Candid’s Foundation Directory
Candid’s Foundation Directory allows nonprofits to discover funders that may not be easily found on search engines. While you’ll need a subscription to access this resource, Candid offers its subscribers useful tools that assess whether a funder is a good match, track communications with funders, and more.
Philanthropy News Digest
Your nonprofit can search for published grant announcements on Philanthropy News Digest by signing up for a free weekly email that lists newly posted requests for proposals (RFPs). However, be sure to check other resources for more grant opportunities, since less than 1% of foundations publish RFPs.
Regional Giving Dashboards
Candid’s Regional Giving Dashboards provide at-a-glance information on top grantmakers and their funding priorities for 20 different states. You can click on each individual state to explore and even download this data for future reference.
Foundation Landscapes
By partnering with funders and philanthropy networks, Candid developed free custom web portals that display grants available to nonprofits focusing on select issues. These issues include human rights, disaster philanthropy, and early childhood care and education. Since these portals are constantly being updated, they can show you, in real time, the funders and recipients working in your nonprofit’s specific area of work.
Guidestar
The Guidestar directory includes a database of Form 990s. Additionally, you can find the names of nonprofits that a grantmaking organization funded during the filing period, the dollar amount given, and sometimes a brief description of the grant’s purpose. This can help you determine if the organization is likely to fund a nonprofit like yours, which can speed up the application process.
GrantStation
GrantStation is a funder database that produces two useful newsletters: a weekly one that lists recent U.S. grant opportunities and a monthly one that lists international grant opportunities. You can access these for free through other subscriptions/memberships, such as the Grant Professionals Association.
GrantsforUS
On the GrantsforUS website, you can find information about recently released U.S. grant opportunities that you can filter by different categories. Furthermore, you can sign up for free Grant Alerts to effortlessly stay up to date on grants that your nonprofit may be interested in.
Grant Gopher
Grant Gopher is a funding opportunity database that offers U.S. organizations free basic searches and access to the details of their first five search results. Additionally, you can access a newsletter covering a selection of open grant opportunities.
GrantWatch
GrantWatch is a directory of grants that are currently accepting grant applications. You can filter your searches by category, location, type of funding source, and recipient, though the website does charge a small subscription fee for you to access the specific details of each grant.
SAM.gov
This government grant directory provides a full listing of federal programs across all government agencies that provide grants, loans, or other types of assistance to organizations. You can search for relevant opportunities in the search bar and save or download any of your searches to refer back to later.
The Federal Register (FR)
The Federal Register announces newly authorized and/or funded programs, annual application deadlines, and award amounts for continuing programs daily.
Additional Resources
There is an abundance of grant opportunities for your nonprofit to tap into—what matters most is finding the best matches for your organization. While the process requires you to be thorough and precise, once you’ve mastered how to find nonprofit grants, you’ll be able to secure significant funds to power your growth and mission.
Remember that you don’t have to go through finding and applying for grants alone. Reach out to grant professionals, like Getting Attention, for first-rate guidance in maximizing your grant-seeking efforts.
To learn more about securing online support for your nonprofit, explore these additional resources:
Demystifying the Google Ad Grants Website Policy: A Guide. A high-quality website is not only essential for attracting and retaining supporters, but it can make all the difference in securing the Google Ad Grant for your nonprofit. Discover more in this guide.
https://gettingattention.org/wp-content/uploads/2023/07/How-to-Find-Grants_Feature-Compressed.png10002060Jessica Kinghttps://gettingattention.org/wp-content/uploads/2021/08/getting-attention-logo.svgJessica King2023-07-28 23:54:392024-11-15 14:47:22How to Find Grants for Nonprofits: A Guide to Free Funding
The Google Ad Grants program provides eligible nonprofits with $10,000 per month to spend on Google Ads. Since its inception, the program has driven over 14 billion clicks to nonprofit websites, boosting donor acquisition, volunteer recruitment, and more. While many organizations recognize the program’s value, some may hesitate to apply simply because they find Google Ad Grants confusing.
To simplify the Google Ad Grants program for your nonprofit, we’ll cover these topics:
At Getting Attention, we provide professional Google Ad Grant support to help nonprofits make the most of this valuable opportunity. We’ll eliminate any confusion surrounding the program so you can start connecting with more committed supporters. Let’s get started!
Why Are Google Ad Grants Confusing?
Many nonprofit professionals have limited experience regarding their Google Ad Grants accounts, which can lead to missed opportunities over time. Some of the most common roadblocks you may face include:
Unfamiliarity with account compliance requirements
All of that said, managing nonprofit marketing grants like the Google Ad Grant doesn’t have to be confusing. Learning more about the program can prevent potential obstacles down the line.
FAQs to Clear Up Google Ad Grants Confusion
Let’s clear up anything that might be making Google Ad Grants confusing for your team with these frequently asked questions.
How much are Google Ad Grants worth?
Google Ad Grants are worth $10,000 per month, which averages out to $329 per day. So far, the program has awarded over $9 billion in free advertising to more than 115,000 nonprofits around the world. You won’t receive the grant in cash, but in the form of Google Ad credits.
Plus, if your nonprofit uses Google Ad Grants to promote your fundraising initiatives, that will make the Google Ad Grant worth even more as more donations start to roll in.
How long does it take to get approved for Google Ad Grants?
Depending on where you are in the process of applying, it may take several weeks to get approved for Google Ad Grants. The application process requires you to:
Fill out an eligibility form to apply for Google Ad Grants.
We recommend that you start the application process as early as possible. If applying for Google Ad Grants still seems confusing to you, our team of experts is here to help you succeed!
Can I have an Ad Grants account and a paid Google Ads account at the same time?
Yes, Google actually encourages nonprofits to create a paid Google Ads account if the program is positively benefiting the organization! Standard, paid accounts are a proven way to expand your impact and gain access to features that are not included with your Google Ad Grants account, such as:
Remarketing. This feature allows you to customize your display ads campaign for people who have previously visited your site.
Image Ads. This enables you to feature ads with static and animated images on webpages in Google’s Display Network.
Video Ads. With this feature, you can create video ads to display on YouTube and across video partner sites.
Your accounts won’t compete with one another since Ad Grants ads already appear below paid ads on search results pages. Your Google Grant ad will be eligible to show if there’s available space, regardless of whether a paid ad is already showing.
Do I have to spend the $10,000 every month to keep my Google Ad Grant?
There are no Google Ad Grant rules regarding how much you have to spend each month to maintain your eligibility. In fact, most nonprofits don’t spend the full $10,000 every month.
The ultimate goal is to drive meaningful outcomes for your mission, not spend as much money as possible. A specialized agency can help you strike the balance between maximizing your monthly ad credits and generating optimal results.
Why does Google have a policy regarding click-through rate (CTR)?
Google requires grantees to maintain a 5% CTR every month. They use this as an indicator of ad quality since it lets them know whether users find the ads relevant to their search query.
While Google Analytics will automatically calculate your CTR for you, you can do so yourself by dividing the number of people who click through to your landing page by the number of impressions (i.e., how many people see your ad). So, if 100 people see your ad and five people click the link to your website, your CTR will be 5%.
Google recognizes that it takes time to get your account up to speed and understand what compels users to click an ad. That’s why new accounts have a grace period of 90 days to comply with the policy.
How do I use Google Ad Grants effectively?
While there’s room for a lot of flexibility with the Google Ad Grant program, there is a proper account management protocol you should follow to make the most of this technology grant. Effective Google Ad Grant management consists of:
Choosing the right keywords that will connect you with qualified users searching for causes like yours.
Developing effective ad copy and writing three to five compelling ads that are relevant to the keywords for each ad group.
Tracking your analytics to determine how well your ad campaigns are performing and what you can improve.
Using ad extensions to promote additional pages on your site under your ads.
Conducting A/B tests to determine the specific elements that drive users to click through.
Choosing appropriate landing pages to promote and optimizing them to compel users to take the desired action.
To ensure success and free up your staff resources, consider reaching out to a dedicated Google Ad Grant agency to have them effectively manage your account for you.
5 Confusing Google Ad Grants Marketing Challenges
Alongside their unique benefits, Google Ad Grants can bring about some unique marketing challenges. Let’s walk through five confusing challenges that nonprofits often face with the program.
1. Failing to meet Google Ad Grants guidelines
Some nonprofits may not understand how to meet all of the Google Ad Grants guidelines. Failing to follow these requirements can result in a temporary suspension of your account or loss of the Google Ad Grant.
Here’s a quick breakdown of Google’s guidelines:
Avoid single-word keywords. Don’t use single keywords that are not included on this list of approved exceptions. Avoid generic or broad keywords as they will be more difficult to rank for—only go for the ones that specifically relate to your nonprofit so you can create ads that are relevant to users.
Choose keywords with a minimum keyword quality score of three.Google grades keywords for quality on a 10-point scale. Each score is based on the expected clickthrough rate, how closely your ad matches the user’s search intent, and the landing page experience. Ensure that your keywords maintain a score of at least three.
Maintain a minimum click-through rate of 5% for your account. Your account must receive a click-through rate of at least 5% for all ads, so at least 5% of those who view your ads should click through to your website.
Use at least two ad groups per campaign. For each active ad campaign on your account, you must have at least two ad groups with at least two ads within each.
Use at least 2 sitelink ad extensions. Sitelink ad extensions allow you to link specific pages related to your ad below your main landing page. You should include at least two of these.
While these rules are extremely important for remaining compliant and retaining access to the grant, they also double as tips for improving your ad campaigns.
2. Neglecting your website’s landing pages
To give your ads the best chance of success, fortify your nonprofit’s web presence before applying for Google Ad Grants. Each ad you run will direct users to a landing page on your website, through which they’ll be able to complete a desired action, such as registering for an event or making an online donation.
If your web pages are outdated or have unclear calls to action, your supporters won’t know what to do once they follow an ad and land on the page.
3. Targeting broad and generic keywords
Broad keywords like “donation” or “fundraising event” often have many bidders, and Google’s algorithm is not particularly conducive to smaller organizations winning these highly competitive terms. Therefore, it’s unlikely that your nonprofit will be able to edge out large organizations that are bidding on the same words, lowering the chances for supporters to see your ads.
Plus, with generic keywords, it’s more difficult to create relevant, targeted ads that will actually motivate many users to click through to your nonprofit’s website and engage with your content.
If you’re struggling to pick the right keywords for your cause, consider seeking professional help from Google Grants experts, like Getting Attention. We’ll take care of anything that makes Google Ad Grants confusing for your team, including keyword research!
4. Only running a single ad per group
Each Google Ads account is broken down into campaigns that contain different ad groups assigned to specific keywords. Then, each ad group is made up of multiple ads that feature your ad copy, link to a relevant landing page, and target those keywords.
Running only one ad violates Google’s policies and could put your account at risk. Additionally, with one ad, your nonprofit can’t track or evaluate performance. With no way to note how and why ads perform differently, it can be hard to improve your Google Ad Grants strategy over time.
5. Creating unclear calls to action
Calls to action are essential to the success of your nonprofit marketing strategy. When you create a call to action, be clear, consistent, and specific.
For example, an ad that encourages people to “donate here!” but directs them to a page about your upcoming events creates a bad user experience and leaves potential supporters feeling confused and frustrated.
5 Ways to Improve Your Google Ad Grant Management
By practicing account management best practices, your nonprofit can anticipate and minimize the challenges associated with Google Ad Grants. Use these top five tips to transform your advertising efforts:
1. Create valuable and promotable web pages
There are a few steps you can take to optimize each of your landing pages before you implement ads that promote them:
Center your pages around topics that receive high search volume
Limit to a single focus for each page
Include rich content
Highlight a clear call to action
Make your site accessible to all visitors
A high-quality landing page is a must-have to prevent confusion and ensure high conversion rates from your ads.
Is your nonprofit’s website ready for Google Ad Grants? Download our free checklist to find out.
2. Familiarize yourself with Google Ad Grant policies
Becoming eligible for Google Ad Grants is the easiest part of the process. Staying eligible is a little more difficult. Because of this, it’s best to continually check Google’s policies to stay current on all the requirements.
If you still find the rules for Google Ad Grants confusing or hard to keep up with, consider reaching out for professional help. Hiring a Google Grants agency means you can maintain compliance without ever fully understanding the guidelines.
3. Use Google Analytics to track your CTR and conversions
Not only is it required, but tracking your nonprofit’s data is also a helpful way to understand how effective your ads are. To get started, ensure that you’re meeting the minimum monthly threshold by tracking your conversions and CTR within Google Analytics. From there, you can set goals for the individual actions you want people to take, like making a donation.
A low conversion rate or CTR might mean:
You’re targeting the wrong keywords and putting content in front of unqualified prospects.
You’re pointing users to content that doesn’t match what they’re searching for.
Your landing pages aren’t optimized to maximize the user experience.
When setting goals and tracking conversions, make sure you’re looking at actions that are valuable to your work. For instance, your organization’s goals might relate to donations, petition signatures, event signups, volunteer registrations, or something else.
4. Make the most of your Google Ad Grant allowance
Now that you have an advertising allowance, what is the best way to make the most of it? Here are some tips for managing your funds:
Run multiple ad campaigns. Create three to five ad campaigns, each with tightly-focused ad groups.
Use at least three ads in each group. Among these ads, you should have at least one Responsive Search Ad (RSA). RSAs allow you to input several different headlines and descriptions that will change based on Google’s algorithm. Ads will then be more tailored to individual viewers.
Make use of the full character limit. Taking advantage of the entire character limit for headlines and ad descriptions will make your ad appear larger to viewers.
Using $10,000 in ad credits per month can be a challenge, especially when you want to make the most of it. These tips are a great place to start when you are budgeting your Google Ad Grant.
5. Use geotargeting to hone your outreach
If you’re a community-based organization or simply want to reach a local audience, leverage the geotargeting feature when creating your ads.
Geotargeting allows you to show ads only in geographic locations where users will find the information you share and the services you offer useful.
Some effective times to enable geotargeting include:
You have an upcoming event that doesn’t have a virtual participation option and want to promote it to nearby supporters.
You provide services to a local audience and want to make sure your beneficiaries encounter your ads. Examples include food banks and homeless shelters.
You’re located in the U.S., but most of your donors are located in France. In this case, you’d promote fundraising ads in France.
Your organization has different chapters located across the country or globe. You’d want to separate campaigns into different geographic areas to ensure users in different locations receive ads for the services closest to them.
Features like geotargeting can make Google Ad Grants confusing to nonprofits, but with a little practice or expert assistance, you’ll be able to use them to your advantage.
For additional tips and tricks for getting the most out of your $10,000 a month, sign up for Getting Attention’s free Google Ad Grants newsletter!
Overcoming Confusion With Google Ad Grant Professionals
Working with an agency can make applying for, managing, and maintaining your Google Ad Grants account a more straightforward, manageable process. Even if you don’t find Google Ad Grants confusing, you might not be able to invest as much time as you need to properly manage your account and its campaigns.
Getting Attention is a Google Grants agency that’s ready to assist with all of your Google Ad Grant needs, big or small. No matter where you are in the process, you can benefit from Getting Attention’s full range of services, including:
Google Grant Application
Google Ad Grant Management
Google Grant Hygiene
No matter what’s making Google Ad Grants confusing for you, we’re here to streamline every step of the process. We’ll work with you to make sure we fully understand your organization’s brand and goals to make the most of the program.
Think you might benefit from our expert Google Ad Grant help? Get a free consultation, and we can chat about all of your Google Grants needs!
Bonus Resources: Eliminate Google Ad Grant Confusion
The Google Ad Grant is a stellar marketing tool for many nonprofits. While it can be a game-changer for your nonprofit, joining the program can be confusing and difficult to navigate. Don’t let this stop you from benefiting from this valuable program!
While our top recommendation is to reach out to an experienced agency, like Getting Attention, we also have plenty of helpful resources to boost your knowledge of Google Ad Grants:
https://gettingattention.org/wp-content/uploads/2021/04/Google-Ad-Grants-Confusing_Feature-Resized-and-Compressed.jpg4391165Jessica Kinghttps://gettingattention.org/wp-content/uploads/2021/08/getting-attention-logo.svgJessica King2023-07-28 20:37:382024-11-15 14:47:39Are Google Ad Grants Confusing You? Become an Expert Now!
As a nonprofit professional, you know how important it is to have a steady flow of revenue coming into your organization. Rather than counting on just one or two sources of funding (and potentially leaving money on the table), you need to diversify your revenue streams.
Think of revenue streams like eggs in a basket. As the old saying goes, you can’t bet on just fundraising event success or your annual peer-to-peer fundraising campaign to power your day-to-day operations. By incorporating multiple revenue streams into your fundraising strategy (or putting your eggs into multiple baskets!) you can increase your financial sustainability and expand your budget to pursue larger, high-impact projects. In this blog post, we will explore three revenue streams that can enhance your nonprofit’s fundraising strategy and help you generate more funds while expanding your donor base:
Multiple revenue streams can help your organization better serve its community and carry out its mission. Let’s begin.
Text-to-Give
To break through the noise online and engage donors directly, your nonprofit needs a strong fundraising channel that feels familiar to donors and makes the donation process simple. One innovative platform to do so is text-to-give.
Text-to-give is a powerful fundraising tool that allows nonprofits to connect with supporters and motivate them to give. Because text-to-give is used via a donor’s cellphone, nonprofits can reach supporters immediately. In fact, text messages have a 99% open rate and a 90% read rate in just 3 minutes.
According to Tatango’s guide to text-to-give, text messaging your supporters can be used to accomplish several key initiatives:
To encourage supporters to donate towards campaigns
To provide transparency about the impact of your fundraisers and show donors how their contributions make a difference
To encourage donations leading up to big events
By leveraging text-to-give, organizations can engage donors in real-time and streamline the entire donation experience. Here’s a breakdown of how this process works:
Your nonprofit invests in a nonprofit text messaging platform that comes with features like fast messaging speeds, security for your data and campaigns, and subscriber segmentation. You’ll be given a short- or long-code, and then you can brainstorm a creative and relevant keyword.
Donors opt-in to receive your text messages by texting your keyword to the short- or long-code.
Your nonprofit sends donation appeals with a mobile-friendly link to your donation page.
Donors click the donation page link and submit their donation in just a few moments right from their phones.
The intuitive user-friendliness of text-to-give makes it easy for donors to contribute directly from their mobile devices, increasing the likelihood of immediate and spontaneous giving. Because text-to-donate can also be used to nurture donor relations long-term, you can turn donors into recurring contributors to your mission. Text messaging campaigns can also be utilized to promote events, volunteer opportunities, and other initiatives. By incorporating text-to-give into your fundraising strategy, you can tap into the widespread use of mobile devices and reach supporters wherever they are.
Online Donation Page
Your nonprofit’s online donation page serves as a central hub for accepting contributions. Optimizing your donation page design is crucial to ensuring a seamless and compelling donation experience for your supporters.
To maximize its effectiveness, consider the following three easy-to-implement strategies:
Add high-impact visuals: Incorporate photos and videos that speak to your mission, align with your brand guidelines, and highlight the impact of donations. Visual content captures supporters’ attention and creates an emotional connection with potential donors.
Utilize storytelling: Craft compelling narratives that highlight beneficiaries. Position donors as the heroes in your story and demonstrate how their contributions can make a difference. This approach allows supporters to feel connected to your cause and motivates them to take action.
Simplify the donation process: Streamline your donation form to minimize the number of required fields and steps. A shorter and more comprehensive form increases the likelihood of supporters completing the donation process. Additionally, prominently display your text-to-give keyword and code on the donation page to offer an alternative giving option.
Make sure to market your online donation page widely so donors know how to give. The Double the Donation guide to digital marketing for nonprofits recommends leveraging a multi-channel marketing strategy to increase touchpoints with potential donors and boost visibility. For example, you can share your donation page link in your social media bio and your email newsletter.
Recurring Giving
Nonprofit fundraisers constantly strive for steady revenue streams and lasting donor relationships—both of which can be achieved through the power of recurring giving. Recurring giving is when donors give to your organization on a regular basis, such as monthly, to support your ongoing annual fundraising efforts.
With a well-structured recurring giving program and the right payment processor, the recurring giving amount will automatically be taken out from donors’ bank accounts each month and transferred to your nonprofit. It’s that simple! You just need to get donors on board with recurring giving by explaining its convenience and how ongoing donations make an impact on the community you serve.
The following strategies can elevate your recurring giving program:
Send personalized donation requests to sign up for monthly giving. You can do this over email, direct mail, or text by leveraging your text messaging software. Make sure you use a text messaging platform that has extensive segmentation capabilities so you can tailor your donation requests to the individual.
Communicate the impact of your mission. Share stories and testimonials that highlight the tangible outcomes of recurring giving. Show donors how their ongoing support contributes to the long-term success of your organization and the beneficiaries you serve. For instance, you might generate social media content that shows the latest program you were able to host in the community because of recurring donors’ support.
Create a dedicated landing page that goes into the details of your recurring giving program so donors know what it’s all about when they visit your website.
Once donors sign up for recurring giving, you can incentivize them to stay involved by creating an exclusive recurring donor club, offering nonprofit merchandise, and publicly thanking them for their support.
Wrapping Up
Diversifying revenue streams is essential for the financial health and sustainability of all kinds of organizations, from higher education institutions to nonprofits. By incorporating text-to-give, optimizing your online donation page, and promoting recurring giving, you can strengthen your fundraising strategy and create a more stable foundation for your organization. Track the performance of each revenue stream to assess your progress and make necessary adjustments.
https://gettingattention.org/wp-content/uploads/2023/07/Copy-of-Tatango-Getting-Attention-3-Revenue-Streams-to-Strengthen-Your-Fundraising-Strategy-Feature.jpg4081163Jessica Kinghttps://gettingattention.org/wp-content/uploads/2021/08/getting-attention-logo.svgJessica King2023-07-28 16:56:442024-11-15 14:47:463 Revenue Streams to Strengthen Your Fundraising Strategy
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?
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?
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.
What Are the Elements of a Successful Digital Fundraising Campaign?
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
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.
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:
An employee makes a donation to your nonprofit.
The employee submits a matching gift request to their employer.
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. You can also use tools like hashtags, Stories, and more to drive engagement.
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.
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:
Recruit passionate volunteers from your supporters to fundraise on your nonprofit’s behalf.
Set each volunteer up with their own personalizable fundraising page, so they can share what your organization means to them.
Encourage them to share this page and reach out to friends, family, and other peers on social media.
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.
Track how much each fundraiser raises to make a fun and healthy competition out of it!
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:
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.
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:
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.
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:
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.
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.
A 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:
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.
If this seems like an offer you can’t refuse, follow these steps to successfully apply for a Google for Nonprofits account:
Fill out the subsequent forms, including contact and organization information.
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.
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.
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:
Log into your Google for Nonprofits account. Within your account, click ‘Products’ and then ‘Get Started’ under Google Ad Grants.
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.
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.
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.
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:
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:
Nonprofit Marketing Plan: 8 Key Steps (+ Free Templates!)If you’re feeling lost on how to develop an effective marketing plan for your nonprofit, have no fear! This article will outline everything you need to develop a full-proof plan and provide free templates to support your process.
https://gettingattention.org/wp-content/uploads/2023/07/How-to-Apply-for-Google-Grants_Feature-Resized-and-Compressed.jpg5501165Jessica Kinghttps://gettingattention.org/wp-content/uploads/2021/08/getting-attention-logo.svgJessica King2023-07-25 12:00:382024-11-15 14:48:06How to Apply for Google Grants: Get Approved in 4 Easy Steps
Google Workspace for Nonprofits: Everything You Need to Know
/in Nonprofit Tools /by Jessica KingOrganizing your work and connecting you with your fellow employees are tasks any business software should accomplish. And like businesses, nonprofits can benefit from investing in software that streamlines their operations.
Google Workspace for Nonprofits, also known as Google G Suite for Nonprofits, provides that solution for nonprofits of all types and sizes. The wide variety of apps it offers suits any need a nonprofit could have and facilitates communication and daily tasks. All you have to do is understand Workspace’s features and configure them to match your organization’s needs.
To help you out, we’ve put together this guide on everything you need to know about Google Workspace for nonprofits. Read more
Using Google Ad Grants to Drive Traffic to Nonprofit Videos
/in Google Ad Grants, Nonprofit Communications, Nonprofit Marketing /by Jessica KingOne of the most valuable marketing tools out there for nonprofits is video. Videos display your nonprofit’s mission in a visual, easily digestible way. However, if you don’t effectively promote your videos, they won’t reach potential supporters.
That’s where the Google Ad Grant program comes in. An equally impactful nonprofit marketing tool, the Google Ad Grant is a free and easy way to promote your video content.
In this guide, we’ll cover the basics of the program, explain how it will benefit your video marketing strategy, and provide best practices for leveraging the grant funding. Whether you’re looking for a new way to promote your nonprofit videos, or you’re a Google Ad Grant participant looking to take your marketing strategy to the next level, read on to learn how you can use both the Google Ad Grant and nonprofit videos to your advantage.
Read more
25 Top Matching Gift Companies to Have On Your Radar
/in Nonprofit Communications, Nonprofit Fundraising /by Jessica KingYour nonprofit’s donors are essential for propelling your mission forward. What if you could double their donations and raise even more revenue from their support?
Thanks to corporate matching gift programs, you can do exactly that! As a part of their corporate philanthropy initiatives, many companies match the donations their employees make to nonprofit organizations. The key to success lies in ensuring that your staff and donors understand the matching gift opportunities available.
In this guide, we’ll discuss some matching gift basics and walk through the top 25 matching gift companies you should know. Here’s what we’ll cover:
According to 360MatchPro, “an estimated $2-$3 billion is donated through matching gift programs annually.” Is your nonprofit ready to tap into more of these valuable opportunities? Let’s get started!
Top Matching Gift Companies: FAQs
First, let’s take a look at a few frequently asked questions about matching gift companies so you can better understand how to leverage the opportunities they offer.
Why do companies have matching gift programs?
There are many reasons why businesses launch corporate philanthropy initiatives, such as matching gift programs. The following statistics illustrate the importance of corporate social responsibility among today’s companies, as well as explain why so many employers are dedicated to exemplifying CSR:
From boosting their reputation to increasing employee engagement, companies receive a wide range of benefits from creating matching gift programs. This leads to more support for nonprofits like yours, allowing you to make an even greater difference in the community.
How do matching gift programs work?
Matching gift programs differ from company to company. Typically, the matching gift process looks something like this:
With the right tools and understanding of this process, you can better inform donors of this opportunity and encourage them to submit matching gift requests.
We recommend investing in matching gift software that offers auto-submission via integrations with popular workplace giving platforms. With this technology, your donors can automatically have their matching gift requests submitted to their employers. There’s no need for them to fill out a form manually, and this tool ensures all necessary information is provided to the employer.
What are the key characteristics of a top matching gift company?
More and more businesses are launching matching gift programs, with 51% of Russell 1000 companies publicly disclosing that they offer these opportunities to their employees. To single out the top matching gift companies from the crowd, however, it’s necessary to take a closer look at these differentiating elements:
Keep these matching gift company characteristics in mind as you begin researching and promoting opportunities to your organization’s supporters. This way, you’ll get a better idea of how much you can expect to benefit from each program. Furthermore, many of the top matching gift companies also have volunteer grant programs that encourage their employees to dedicate their time and provide even more funding opportunities to nonprofits.
25 Best Matching Gift Companies
Now that we’ve covered the essentials, let’s explore the 25 top matching gift companies your nonprofit should keep an eye on:
1. Soros Fund Management
Soros Fund Management stands out as a notable matching gift company due to its generous maximum match amount. The details of its program include:
In addition to matching employee donations to most nonprofits, including educational institutions, Soros Fund Management offers a volunteer grant program. When an employee volunteers 20 hours or more with an organization, this company offers the organization a grant of $1,000 to $4,000, depending on the number of hours volunteered.
2. The Coca-Cola Company
The Coca-Cola Company matches gifts to nonprofits focusing on education, the environment, and arts and culture. The details of its program include:
To ensure that their donations are matched, employees must submit their matching gift requests by February 28th of the year following when the gift was made.
3. Johnson & Johnson
Johnson & Johnson is another notable matching gift company, with program details such as:
While retired employees are eligible for this company’s impactful program, Johnson & Johnson matches their donations at a 1:1 ratio, with a maximum contribution of $10,000 per year.
4. ExxonMobil
ExxonMobil dedicates itself to significant corporate philanthropy initiatives, including its matching gifts program. The details include:
Similar to Johnson & Johnson, this company allows retired employees to participate in its matching gifts program, but matches their contributions at a 1:1 ratio. Furthermore, ExxonMobil offers two volunteer grant programs for its employees, one for individuals and one for teams, that empower them to further their impact on causes they care about.
5. Merck & Co.
In addition to its matching gifts program, Merck provides a $500 cash contribution to nonprofits that their employees spend at least 40 hours volunteering with each year.
6. The Walt Disney Corporation
Over the past decade, Disney has matched over $104 million through its employee giving programs. Its matching gift program details include:
Additionally, Disney has a “VoluntEARS” grant program that allows employees to direct up to $2,000 in funds toward organizations with which they’ve spent time volunteering.
7. Amgen
Like many other top matching gift companies, Amgen also encourages its employees to get involved in the community through its volunteer grant program. Once an employee volunteers for at least 15 hours with an organization, they can request a $500 grant. Depending on hours volunteered, a full-time employee can request up to $2,000 in volunteer grants per year, while part-time employees can request up to $1,000 per year.
8. Microsoft
Microsoft matches employee donations to most nonprofits, including educational institutions, health and human services, arts and cultural organizations, and more. Its matching gift program details include:
Through the company’s volunteer grant program, employees can also request a $25 grant for every hour they volunteer with an organization. In just 2022, Microsoft employees donated $255 million, including company matches, and volunteered over 720,000 hours with nonprofits.
9. Gap Inc.
Gap Inc. offers numerous environmental, social, and governance (ESG) programs to engage its employees and generate a lasting impact on the community. Its matching gift program details include:
Beyond matching gifts, Gap Inc. has programs such as Money for Time, which involves donating $150 to a nonprofit for every 15 hours an employee volunteers with the organization. The company also encourages employees to spend five “on-the-clock” hours volunteering for causes close to their hearts.
10. Apple
Apple employees can log in to access the company’s giving portal and view all of the complete matching gift guidelines for free. The company also offers a volunteer grant program, donating $25 for every hour an Apple employee volunteers with an organization.
11. Google
Google matches both personal employee donations made to nonprofits and donations made toward disaster relief or international relief. The specific details of its matching gifts program include:
Like many of the best matching gift companies, Google offers a volunteer program and contributes $10 for every hour an employee volunteers with a nonprofit. Furthermore, the company matches funds raised by employees who participate in fundraising events such as marathons or bike rides.
12. Dell
Dell matches employee donations to most nonprofit organizations, including civic and community organizations, educational institutions, environmental causes, and more.
The company matches both individual donations from employees around the world and a portion of funds raised by employees during charitable events, such as walks and bike rides. Additionally, each quarter, Dell awards $150 donations to employees who volunteered more than 10 hours with a nonprofit. Since the inception of its volunteer program, Dell’s employees have spent more than 7.8 million hours volunteering with their nonprofit of choice.
13. Chevron
Most nonprofits are eligible to receive matching gifts from this company, including educational institutions and arts and cultural organizations. While current full-time employees can request matched donations for up to $10,000 per year, retired employees can request up to $3,000 each year.
14. Boeing
Active employees receive a 1:1 match, while retirees, spouses, and domestic partners receive a .5:1 match. Additionally, Boeing offers a volunteer grant program, providing $100 grants for every 10 hours of volunteering, once an employee has contributed at least 25 hours to a nonprofit. The company also offers team volunteer grants, which increase depending on the number of employees who participate in a group volunteer opportunity.
15. State Street Corporation
In the past year, State Street Foundation has contributed $20.2 million to nonprofits, including matching gifts and grants. In addition to donating to organizations, employees can request a $500 grant from the company after volunteering 16 hours with a nonprofit.
16. American Express
While the standard match ratio is 1:1, employees who either serve on a nonprofit’s board or volunteer more than 50 hours a year can receive a 2:1 match for the first $1,000 donated to that organization.
17. Verizon
The company matches financial contributions to most nonprofits, as long as they have 501(c)(3) status or an international equivalent. Specifically, Verizon matches individual donations of up to $5,000 to higher education organizations and up to $1,000 to other nonprofits.
18. General Electric
To date, this company’s matching gift program has raised over $1.5 billion in nonprofit donations. Additionally, General Electric offers a generous deadline for employees to submit their matching gift request (April 15th of the year following the donation).
19. Bank of America
While retired employees cannot participate in the matching gift program, they can request a $500 volunteer grant for every 50 hours volunteered with a nonprofit, for up to $1,000 per year. Current employees can take advantage of this impactful opportunity as well.
20. CarMax
The maximum match amount factors in volunteer grants as well. For every hour a CarMax employee or an eligible family member volunteers, the company awards $15 to the nonprofit.
21. Pfizer, Inc.
In addition to matching gifts, the company has a volunteer grant program that can award up to $1,000 each year depending on the number of hours an employee volunteers. The Pfizer Foundation also offers disaster matches when humanitarian disasters occur, identifying organizations for which it will provide a dollar-for-dollar match for all contributions.
22. Salesforce
Furthermore, Salesforce employees receive seven paid days off each year to spend volunteering in their communities.
23. State Farm
Additionally, the company’s Good Neighbor Grant awards eligible nonprofits with a $500 grant whenever current or retired employees volunteer a minimum of 40 hours with that organization in a year.
24. The Home Depot
Employees must register their gifts by January 31st of the year following their donation. Once they’ve registered their gift, they can easily and conveniently track their matching gift status online.
25. Starbucks
Starbucks employees are also eligible for volunteer grants up to $1,000, depending on the number of hours they serve with a nonprofit.
How to Earn More Matching Gift Revenue
Since each matching gift company has differing guidelines, it’s important to have a way to effectively keep track of all of this information. Fortunately, there are tools made exclusively for nonprofits that will empower your team to identify these matching gift programs and boost your overall matching gift revenue.
Let’s explore some essential matching gift best practices for your nonprofit.
Use a Matching Gift Database
A matching gift database contains all the information your nonprofit and donors need to know about corporate matching gift programs. After considerable research and comparisons, our top recommended matching gift database to optimize your results is 360MatchPro by Double the Donation.
Double the Donation’s database houses up-to-date information on over 20,000 matching gift companies. This service allows you to embed a company search tool anywhere on your website, such as your donation page. When a donor makes a gift, the widget will automatically populate with their company’s matching gift forms and guidelines.
360MatchPro scans the information donors provide during the giving process, such as their employer information, and triggers branded follow-up emails depending on their matching gift eligibility. If it’s determined that your donor works for a company with a matching gift program, 360MatchPro will automatically send out matching gift request instructions on your behalf. This ensures that you can identify more eligible donors and boost your fundraising revenue.
Leverage Auto-Submission
Historically, donors manually fill out a matching gift request to ask their employer to match their donations. These forms require a bunch of information the supporter already provided in their initial donation or likely needs to look up, such as the nonprofit’s tax ID number, donation amount, date of the gift, and more. Luckily, nonprofits can now eliminate this step.
Make submitting matching gift requests on your nonprofit’s behalf even more convenient with auto-submission. With this functionality, all they need to do is use their corporate email address when donating. Then, the tool will complete and send the form on their behalf.
To take advantage of auto-submission, the donor must work for a company that utilizes a corporate social responsibility (CSR) management platform that integrates with Double the Donation, like Millie or Selflessly. Furthermore, the benefiting nonprofit must use Double the Donation’s matching gift tools.
So far, auto-submission functionality is projected to yield an 80% increase in matching gift revenue for nonprofits. As availability becomes increasingly widespread, more nonprofits and companies will experience the convenience of auto-submission.
Promote Matching Gifts to Supporters
Finally, ensure that all of your organization’s current and prospective donors are aware of matching gift opportunities by spreading the word about these programs online. In addition to using 360MatchPro to send automated emails to supporters, you can promote more matching gifts by:
Your nonprofit doesn’t need an extensive marketing budget to boost awareness of matching gifts. By making the most of opportunities such as the Google Ad Grant program, your organization can claim $10,000 a month to direct users to your matching gift page. As with any grant opportunity, be sure to conduct your research ahead of time to determine your eligibility and maximize your chances of success.
Wrapping Up
Over 26 million people around the world work for companies with matching gift programs. While these 25 matching gift companies may be some of the most notable among nonprofits, there’s an abundance of opportunities for your organization to earn more revenue for its mission.
If you’re looking for more information on promoting and optimizing matching gifts for your nonprofit, check out these helpful resources:
Peer-to-Peer Fundraising Software: 11 Top Solutions
/in Nonprofit Fundraising, Nonprofit Marketing, Nonprofit Tools /by Jessica KingPeer-to-peer fundraising is a powerful form of nonprofit fundraising in which organizations empower their supporters to raise money on their behalf. This fundraising strategy, also referred to as social fundraising or P2P giving, enables nonprofits to reach larger audiences, engage new donors, and raise a ton of funding for their causes.
For this fundraising method to be effective, your dedicated supporters require the right tools—or peer-to-peer platforms—to manage their fundraising from start to finish. And there are a lot of software choices to explore. That’s why we’ve crafted this guide to help you decide on the provider that’s best for you.
In this article, we’ll cover the following:
By the end of this guide, you’ll be comfortable with the types of features and functionalities peer-to-peer fundraising software can offer, and you’ll walk away with a few great options to consider. Set your team up for success by carefully deciding which solution will work best for you!
Peer-to-Peer Fundraising Software: The Basics
Keeping your peer-to-peer fundraising process organized can be difficult. Your team may have suddenly become a lot bigger with the inclusion of your peer fundraisers, and you have to manage both them and your staff members for your campaign to succeed. Plus, you have to track the funds everyone has raised and keep morale and excitement high.
Peer-to-peer fundraising software can help you keep your processes organized and streamlined. Such a solution comes with the following functionalities:
Peer-to-peer fundraising software is specifically designed to help your nonprofit’s peer-to-peer campaign shine. Harness these functionalities to provide support for your volunteers and ensure your next campaign is a success.
11 Top Peer-to-Peer Fundraising Software Solutions
When choosing a peer-to-peer fundraising software solution to invest in, take a look at their case studies and testimonials. In particular, assess how the provider has helped organizations similar to yours in size and type, as that will give you insight into how the solution will work for you. Also, don’t be afraid to look at third-party reviews!
Keep these considerations in mind as you read through the following list of top peer-to-peer fundraising software solutions. If you see a solution you’re interested in, assess whether it will meet your needs, align with your budget, and be easy to use.
1. CharityEngine
CharityEngine is an all-in-one nonprofit donor management and fundraising platform designed to aid nonprofits of all sizes in a wide range of fundraising efforts. In addition to their greater constituent relationship management (CRM) solution, they offer peer-to-peer fundraising software that provides groups and individual fundraisers with the capabilities they need to succeed.
Some of CharityEngine’s peer-to-peer features include:
Plus, CharityEngine’s peer-to-peer fundraising software integrates seamlessly with donor management solutions, event management tools, and other fundraising software. That way, you can smoothly transition from your existing software to this CRM solution.
2. Classy
Classy is a comprehensive online fundraising solution complete with peer-to-peer functionality and a mission to empower nonprofit organizations to unlock the generosity of their supporters. Since its foundation, Classy has helped thousands of nonprofits advance their missions, raising more than $5 billion in donation revenue.
This peer-to-peer fundraising software’s features include:
With Classy, you’ll be able to mobilize your supporters with easy-to-use tools so they feel empowered to advocate for your cause. Plus, you’ll have built-in tips and expert fundraising guidance, including automated email workflows to coach, motivate, and thank volunteer fundraisers.
3. Click & Pledge
A powerful online fundraising platform, Click & Pledge is dedicated to helping nonprofits and their supporters set up and manage effective fundraising campaigns. They’ve handled more than $1 billion in charitable contributions for more than 20,000 causes. Their platform is built for a variety of organizations, including nonprofits, associations, educational institutions, faith-based groups, and more.
They offer a variety of solutions that can support your peer-to-peer needs, including:
Click & Pledge’s peer-to-peer fundraising software solution provides added customizability by offering over 20 unique widgets for volunteers to add to their pages. It also makes tracking and managing your volunteers easier through a team portal, where you can evaluate success at-a-glance and conveniently message team members.
4. Donately
Donately is an online solution dedicated to creating innovative and effective online donation forms and fundraising pages. Working with all sorts of nonprofits, churches, businesses, and agencies, this peer-to-peer fundraising software aims to simplify the donation process on both the donors’ end and the organization’s.
A unique feature that Donately offers is its top-of-the-line peer-to-peer fundraising pages. These pages are customized to fit your organization’s branding, but still allow your volunteers to personalize them with their own stories. The result is a cohesive and harmonious page that drives more donations.
Plus, you’ll get access to fundraiser progress tracking bars and social sharing tools to further spread the word about your campaign. With this peer-to-peer fundraising software, you’ll be able to effortlessly expand your donor network.
5. DonorDrive
This peer-to-peer fundraising software solution works with nonprofits, healthcare organizations, and higher education institutions to simplify online giving and assist in raising more for their causes. DonorDrive amplifies the voices of your biggest advocates, who can share their personal stories to expand your donor base and connections.
With a mobile fundraising app, virtual campaign functionality, online donation campaigns, peer-to-peer giving, and more, DonorDrive users have the tools they need to power their missions effectively.
Peer-to-peer donors have access to simplified donation processes to make giving more convenient. They can make recurring gifts and see if their employers will match their gifts, resulting in more donations for your nonprofit. Plus, DonorDrive offers other unique features such as personalized coaching, social media integrations, flexible event configuration, automated communication, and real-time data insights.
6. Getting Attention
Promoting your peer-to-peer fundraising efforts is key to your campaign’s success. By adequately marketing your campaign, you’ll be able to maximize the number of individuals you reach out to and form connections with. Digital marketing will help you enhance the visibility of your campaign, increasing the number of donations you receive.
Getting Attention is a peer-to-peer fundraising solution focused on bringing more attention to your campaign. It does so by helping your nonprofit gain access to and optimize your usage of the Google Ad Grant. Essentially, this program gives your nonprofit $10,000 of free credit to spend on Google Ads, greatly increasing your outreach.
You can use the Google Ad Grant to:
However, using the Google Ad Grants program can be difficult for nonprofits without experience in the realm of search engine optimization. That’s where Google Ad Grant agencies like Getting Attention come into play.
Professionals from these agencies bring their experience and expertise to help you generate the impact you want. They offer a variety of services related to Google Ad Grants, including:
By working with a Google Ad Grants professional, you’ll be able to perform targeted outreach that increases awareness and participation in your peer-to-peer campaign. This results in enhanced site engagement and increased recognition, making it an extremely effective peer-to-peer fundraising software for marketing.
7. GiveWP
For nonprofits with blogs run through WordPress, GiveWP is the peer-to-peer fundraising software for you. This solution is a WordPress donation plugin option, making donating more convenient for website visitors. It’s an open-source suite of tools that makes fundraising quick and easy.
GiveWP offers a peer-to-peer add-on that allows volunteers to leverage its features to encourage their networks to make gifts to your nonprofits. A unique offering of theirs is the ability to give donors choices through:
Other top features of GiveWP’s peer-to-peer platform include fundraising goal progress bars for individuals and teams, social sharing abilities with built-in calls-to-action, and integrated sponsorship information.
8. iDonate
iDonate is a modern digital giving solution designed for today’s nonprofits and other charitable organizations to grow their online giving and better reach dedicated supporters. This powerful suite of fundraising software encompasses peer-to-peer fundraising, web and mobile giving, and event management tools to drive results.
This software solution has a focus on optimizing your organization’s growth through the following features:
Their peer-to-peer fundraising platform incorporates top features such as a comprehensive command center and anchor page, campaign management with real-time data metrics, and easy campaign building and editing tools for individual fundraisers.
9. OneCause
OneCause is an online fundraising and event solution that has grown from a mobile bidding tool to a comprehensive giving platform with capabilities for online donations, peer-to-peer fundraising, auction and event management, and more. Since its launch, OneCause has raised more than $5 billion in charitable donations from 2.5 million supporters and over 40,000 fundraisers.
This software maximizes peer-to-peer fundraising by making it more social, mobile, and fun. It allows you to design your campaign materials based on the type of peer-to-peer campaign you’re hosting, whether that’s a walk-a-thon, memorial, or virtual campaign.
The OneCause peer-to-peer fundraising platform offers key features such as social media integration, motivation and rewards, flexible branding, and accessible technology to help your nonprofit reach its goals.
10. Neon Fundraise
Neon Fundraise is a product of Neon One, a nonprofit software company with innovative solutions for donor management, online fundraising, program management, events, web development, and more. With this peer-to-peer fundraising software, it’s easy to take your mission to new heights by creating winning experiences for donors, fundraisers, and staff.
Some of the top features this software solution offers include:
These features all work together to create a smooth donation experience for your volunteers’ friends and family, helping to create a more successful peer-to-peer campaign for your organization. Not only that, but it will also help automate your workflow, making issuing receipts and collecting registrations more efficient.
11. Qgiv
Qgiv is a powerful fundraising platform designed to assist nonprofit organizations with the tools they need to collect charitable donations online, in person, and over text. The peer-to-peer side of their software includes features such as:
This software solution also allows you to build customizable and virtual events to fit the needs of your peer-to-peer campaign. It also offers branded team and individual fundraising pages, flexible registrations, and progress thermometers to ensure that event attendees and volunteers are engaged and have a great experience fundraising for your community.
Additional Fundraising Resources
Peer-to-peer fundraising can take your nonprofit strategy to the next level. Not only does it allow you to acquire more donations, but it allows you to form connections with a greater number of potential supporters. To ensure your efforts are successful, equip your volunteers with the most effective and intuitive peer-to-peer fundraising software solutions. That way, you’ll maximize the impact of your campaign.
If you’d like to learn more about nonprofit marketing and fundraising, check out these resources:
Staff Retention: 9 Winning Ways to Improve Employee Loyalty
/in Nonprofit Tools /by Jessica KingMost, if not all, nonprofits struggle to retain talent, especially in today’s challenging job market and remote work environment.
Improving employee retention requires an intentional and multifaceted approach. To be successful, your plan must encompass multiple employee touchpoints and a focus on employee engagement strategies.
Employees who feel valued, appreciated, and recognized by their organizations and direct managers are happier with their current situations and more likely to envision a future with their organizations.
The following tips can help boost employee engagement and increase retention:
Improving employee retention is essential for the long-term health and success of your organization. After all, according to Gallup, the cost of replacing an employee can be one-half to two times that employee’s annual salary. Attract top talent and keep them invested in their roles with these key tips.
1. Redirect your compensation efforts
Offering competitive salaries is a challenge for most nonprofits. Frequently, overhead costs must be kept to a minimum, and salary budgets are limited by funding. While replacing employees is costly, many nonprofits simply do not have the resources available to provide increases to pay or pay ranges. Exploring other avenues to address compensation gaps is important.
One approach is to view compensation from a total rewards perspective. Focus on the indirect components of compensation, emphasizing the overall value of the package provided to employees. Indirect compensation includes perks, recognition programs, mental and physical wellness benefits, culture, management styles, and much more.
It is also important to address any inequities in your compensation structure as part of greater diversity, equity, and inclusion initiatives.
2. Focus on career advancement
Another common reason employees leave an organization is a lack of advancement. Often, individuals seek positions elsewhere without fully understanding the developmental paths available with their current employer.
Employees need to feel that they have the ability to move and progress within a company. Meet with your employees to understand their goals and interests. It’s imperative for leadership to communicate about the organization’s plans, how individuals may fit into that plan, and future opportunities that will be provided.
Formalized policies and practices regarding pathways to advancement and promotions are important to retention. A policy of filling open positions from within and laying out a clear process is evidence of commitment to employee growth and development.
3. Provide opportunities for skill development
Furthermore, it’s important to consider various ways of providing opportunities for development. Not all movement needs to be vertical. Lateral moves within an organization can be equally valuable. They allow employees to:
Formal training programs are always an option, but they can be expensive and require a significant commitment of time. Leveraging internal expertise to develop new skills and competencies can be an effective and economical way to provide opportunities to develop new skills.
Some common initiatives include lunch and learns, peer mentoring, and preceptorships. This cross-pollination connects people across your organization, building rapport, trust, and camaraderie that deepens their connection to the organization.
4. Understand the pressures on employees
Employees experience stress both in and outside of work. Regardless of the source, the resulting mental fatigue impacts work performance. Society is becoming more in tune and comfortable with discussing and addressing mental illness and stress. Top employers show similar understanding by instituting benefits that help employees better cope.
Examples of employer-provided support include:
Providing resources to support personal and family challenges shows your employees that you value them as people. These benefits and programs evidence an organizational commitment to stand by employees through both significant, life-altering events as well as everyday obligations that may cause chronic stress.
5. Commit to transparency and clear communication
Employees need to know how and why decisions are made. Do not allow the rumor mill or employee imaginations to tell your story. Frequent, honest communication undermines the spread of inaccurate information, allows for understanding, and builds trust between leadership and staff.
Communication should be two-way, not just from leadership down. Build a culture where employees not only expect managers to ask for their input but feel comfortable offering their opinions. Find out what your employees think about important topics, including what they like and dislike about working at your organization.
Common mechanisms for gathering employee perceptions and ideas include:
Welcome feedback in a positive fashion, as negative responses will only stifle future participation.
Once you have this information, do not sit on it. If you are going to ask for feedback, it is crucial that you take action. If action is not possible, circle back to employees to explain the decision-making process.
6. Emphasize your calling
Typically, the employees that a nonprofit attracts are passionate about the organization’s mission and have a strong desire to serve. Capitalize on this connection to keep your employees excited about being part of your team.
Integrate your values and mission into everything you do – your culture, policies, and initiatives. When your mission is central to serving your constituents it is also critical to how you treat your employees. A consistent reminder of the good that comes from their efforts will inspire and have an impact on employees’ long-term commitment to your organization.
7. Celebrate employee successes
Besides incorporating a total rewards approach to your organization, you should also focus on ways to acknowledge and celebrate your employees’ successes. This should be done on a standard basis to ensure that anyone on your team can give kudos. Some simple ways you can start showing employee appreciation include:
Each nonprofit is different, so your recognition mechanisms will likely vary depending on your budget, goals, and size. However, these methods are tried-and-true and can do wonders for your staff retention efforts.
8. Invest in employee engagement software
While your personal relationship with employees is a crucial part of boosting their engagement, you shouldn’t take on new initiatives empty-handed. There are many software solutions on the market that can help you take your employee engagement strategies to the next level. Consider investing in the following types of software:
While these solutions are great starting points for your engagement software rollout, they’re far from the only ones available. To pick the best fit for your nonprofit, gauge your current employee engagement tactics and determine whether they could be optimized with software. Then, research the options available and book free demos to see which best fits your needs and budget. Finally, once you’ve picked your ideal product, ensure your team receives robust training so you can hit the ground running with your new platform!
9. Create a corporate giving program
Did you know that 65% of people want to work for companies that prioritize social good? When you create a corporate giving program, you not only help worthy causes but also prove to your employees that your company takes active measures to live up to its values.
There are so many ways to engage your employees through corporate giving, including:
When employees feel that they’re not only working for their employer but working with their employer to make the world a better place, they’re more likely to be engaged in their work and stick around.
Wrapping Up
In closing, putting together a retention strategy that addresses your organization’s unique needs can be challenging. It can be helpful to seek guidance from professional HR consultants to identify best practices and help implement change. Whether you decide to seek external assistance or develop your plan in-house, the above tips will point you in the right direction for developing a winning retention plan for your organization.
How to Find Grants for Nonprofits: A Guide to Free Funding
/in Nonprofit Communications, Nonprofit Fundraising /by Jessica KingFrom capital support to marketing assistance, grants provide many opportunities for boosting the success of your nonprofit. After all, your organization needs steady funding to continue furthering its mission and finding better ways to make a difference in the lives of those you serve.
With the right approach, you can build lasting relationships with grantmakers and secure significant revenue to propel your projects forward. In this guide, we’ll walk through how to find grants for nonprofits in detail, so you have everything you need to begin pursuing these impactful opportunities. Here’s what we’ll cover:
For 11 consecutive years, giving from foundations has grown, reaching a total of $90.88 billion in 2021. This means that it’s an ideal time to start searching for grants that will accelerate your organization’s impact. Let’s get started with all you need to know about finding nonprofit grants.
Grants for Nonprofits: FAQs
Your nonprofit’s long-term success depends on diversifying its funding sources. If you’ve decided that it’s time to add grants to the mix, it’s important to first understand the ins and outs of this type of funding to learn how it will best fit into your current strategy.
What are grants for nonprofits?
Nonprofit grants are financial gifts that grantmaking organizations provide to nonprofits, typically for a specific purpose or initiative.
In order to receive this funding, however, your organization will need to fulfill the grantmaker’s specific requirements and submit an application. It’s ultimately up to the grantmaking organization to decide whether or not they’d like to support your nonprofit.
What types of nonprofit grants are there?
There are several types of nonprofit grants. By understanding how they differ from one another, you’ll be able to focus on the specific grants that best serve the needs of your organization. The five main types of grants include:
Since each type of grant contributes to the success of your organization in a different way, be sure to keep these distinctions in mind when finding nonprofit grants. This ensures that you only apply for the opportunities that will benefit your nonprofit the most.
Where do grants for nonprofits come from?
When looking for grants to apply for, you need to learn to distinguish between the various sources of grant funding to set your organization up for success. The most common sources of nonprofit grants are:
The Government
There are various levels in the government grant funnel that offer valuable funding opportunities. For instance, nonprofits across the country can receive federal grants. However, nonprofits can only apply for state grants in the particular state to which they belong. Local grants are further limited to a specific community or district within a state.
There are no restrictions on how many government grants a nonprofit can research and pursue. As long as you’ve determined that your organization meets the eligibility criteria, you can apply for as many of these opportunities as you see fit.
Foundations
These organizations play a significant role in supporting nonprofits, accounting for 19% of all charitable giving in 2021. The two main categories of foundations are private foundations and public charities, though organizations in both categories supply grant funds to nonprofits.
While a private foundation typically acquires its funds from a single individual or a family, public charities receive financial support from a variety of sources, including government agencies and program service fees. Some of the most notable foundations that provide funding opportunities to nonprofit organizations include the Ford Foundation and the Bill & Melinda Gates Foundation.
Corporations
Many corporations allocate portions of their profits toward their corporate giving initiatives. The Google Ad Grants program is a clear example of a large corporation offering resources and assistance to nonprofits, with Google donating valuable ad space that most businesses pay thousands of dollars to obtain.
Some businesses also offer corporate volunteer grants, which provide funding to nonprofits after an employee volunteers a certain number of hours with the organization. 50% of Fortune 500 companies offer these volunteer grant programs, including Microsoft and Disney.
Federated Funds
Local businesses and company employees raise these funds to distribute to nonprofits. This type of “community chest” model can be a significant source of revenue. While it’s often easy for donors to give to federated funds, it’s crucial for organizations to apply for this funding early to increase their chances of securing some of these resources.
What are the advantages and disadvantages of grants?
As with any fundraising initiative, it’s necessary to weigh the pros and cons before you start pursuing nonprofit grant opportunities. Some important considerations include:
Advantages:
Disadvantages:
Fortunately, your nonprofit can cut down on many of these disadvantages by addressing them upfront. For instance, adopting grant management software can make it easier to keep track of all of your grant-related efforts, saving you time and energy in the process.
Should I apply for a nonprofit grant?
Once you’ve considered nonprofit grant types, their common sources, and their associated advantages and disadvantages, it’s time to determine whether your organization should apply for these funding opportunities. Use these questions to guide you:
Keep your nonprofit’s short- and long-term goals in mind when searching for and deciding to apply for grants. Make the most of your efforts by focusing only on opportunities that match your specific needs. For instance, if you’re hoping to leverage grant money to enhance your marketing, you might consider applying for the Google Ad Grant, which will supply you with funds to spend on digital ads.
How to Find Grants for Nonprofits: 5 Steps
The process of finding grants that are the right fit for your organization does not have to be complicated or confusing. By following these steps, you’ll be well on your way to securing funds that will amplify your nonprofit’s impact.
1. Know Your Goals and Mission
Take the time to clearly define your nonprofit’s goals. There may be numerous grant opportunities available, but only some of them will actually empower your organization to achieve those goals.
Additionally, keep your mission centered in your search. By finding grantmakers that align with your mission and values, you’ll increase your chances of securing the funds and avoid spending unnecessary time pursuing opportunities that don’t match your priorities.
2. Do Your Research
You’ll need to conduct some extensive research to narrow down grant opportunities that are suitable for your nonprofit. Get started by exploring some of these resources:
When sifting through these sources, identify whether each grant meets your nonprofit’s needs and aligns with your mission. Additionally, it’s essential to have a specific budget outlined for the project or initiative you’re hoping to accomplish with grant funding. This will help you sift through opportunities more precisely and facilitate your application process down the line.
3. Develop a Clear Grant Proposal
As a grant applicant, it’s crucial to develop a proposal that demonstrates why your nonprofit is most deserving of the funds. Remember to:
The research you conduct will provide essential context that will guide your approach to each proposal. To further hone your proposal writing skills, consider searching for past successful applications online and making note of their strengths.
4. Review Your Grant Application
Before submitting your grant application, read through it from a reviewer’s perspective. This ensures that you don’t miss any important details that someone outside of your organization may need to understand your proposal.
Keep in mind that grantmakers will reference sources beyond your grant application to inform their decision. Therefore, be sure to demonstrate your nonprofit’s impact on your website, social media channels, and any other platforms reviewers may look at.
Furthermore, don’t hesitate to engage with grantmakers before submitting your applications. Whether you reach out through social media, email, phone calls, or in-person meetings, cultivating relationships with grantmakers can be crucial to securing funds both now and in the future.
5. Prioritize Proper Grant Management
After your nonprofit has received a grant, there are several best practices to follow to make the most of this opportunity. To optimize your outcomes:
Effective grant management allows your nonprofit to build a positive reputation among grantmakers and maintain strong, productive relationships with organizations that have chosen to support you.
4 Best Practices for Finding Nonprofit Grants
Now that you understand how to find grants for nonprofits, explore these four best practices to maximize your success. The more preparation you invest in the process, the better your outcomes will be.
1. Use the 3-Way Fit Test
The 3-way Fit Test is a useful tool for eliminating leads that are poor matches. The three ways are:
By only concentrating on the grantmakers that fit all three of these criteria, your nonprofit will be able to spend its time and resources wisely to get the most out of your efforts.
2. Learn About the Funder
Beyond researching each specific grant’s requirements, it’s critical to learn more about the grantmaking organization. This will allow you to gauge its likelihood of funding your nonprofit and help you tailor your grant proposal to appeal to its specific interests. Review materials such as their IRS Form 990 and eligibility guidelines. For instance, Google lays out very detailed eligibility requirements for the Ad Grants program.
For grantmakers who don’t have all of their information in one centralized location online, use these questions to guide your research:
These are just a few potential questions to consider, so feel free to expand on this list to uncover more details pertinent to your grant application process.
3. Build Meaningful Connections
While conducting your research, consider reaching out to the funder to ask any clarifying questions. Some baseline questions include:
Directly contacting the grantmaker will kickstart a meaningful relationship with the organization. This could give you an advantage when it comes time for the funder to review grant proposals, as you will be kept top of mind.
4. Recruit Expert Help
If your organization has limited time and resources to devote to finding nonprofit grants, consider recruiting a consultant to assist with your efforts. There are plenty of professional agencies dedicated to helping your nonprofit maximize the funding it receives to further its purpose. Getting Attention, for instance, is a Google Grants agency that can effectively get your organization up and running with the program.
If you’re interested in applying for the Google Ad Grants program and partnering with experts to handle the process, look out for key services such as:
Oftentimes, a nonprofit grant consultant will do all of the research and apply on your organization’s behalf, so you don’t have to worry about how to find grants that fit your specific needs. Just be sure to maintain open communication with your consultant so that everyone is on the same page.
Finding Grants for Nonprofits: 13 Resources
Ready to hit the ground running with finding nonprofit grants? Here are multiple resources to get you started:
Google Ad Grants
Google should be one of your nonprofit’s first stops when it comes to researching impactful grants to support your initiatives. The Google Ad Grants program provides eligible organizations with $329 in daily ad spending, or $10,000 a month, to bid on keywords that will promote essential pages on your website to current and potential supporters online.
Like any other grant, the Google Ad Grant comes with detailed eligibility criteria and a specific application process. To maximize your nonprofit’s chances of success, it’s best to prepare ahead of time and develop a thorough understanding of the program. Luckily, there are quite a few expert resources online for training you and your staff on Google Ad Grants.
Grants.gov
Grants.gov contains over 1000 grant programs offered by all federal grantmaking agencies and allows you to search its database by selecting criteria such as eligibility requirements and category. Additionally, the website contains numerous guides such as FAQs and training videos for grant applicants.
Candid’s Foundation Directory
Candid’s Foundation Directory allows nonprofits to discover funders that may not be easily found on search engines. While you’ll need a subscription to access this resource, Candid offers its subscribers useful tools that assess whether a funder is a good match, track communications with funders, and more.
Philanthropy News Digest
Your nonprofit can search for published grant announcements on Philanthropy News Digest by signing up for a free weekly email that lists newly posted requests for proposals (RFPs). However, be sure to check other resources for more grant opportunities, since less than 1% of foundations publish RFPs.
Regional Giving Dashboards
Candid’s Regional Giving Dashboards provide at-a-glance information on top grantmakers and their funding priorities for 20 different states. You can click on each individual state to explore and even download this data for future reference.
Foundation Landscapes
By partnering with funders and philanthropy networks, Candid developed free custom web portals that display grants available to nonprofits focusing on select issues. These issues include human rights, disaster philanthropy, and early childhood care and education. Since these portals are constantly being updated, they can show you, in real time, the funders and recipients working in your nonprofit’s specific area of work.
Guidestar
The Guidestar directory includes a database of Form 990s. Additionally, you can find the names of nonprofits that a grantmaking organization funded during the filing period, the dollar amount given, and sometimes a brief description of the grant’s purpose. This can help you determine if the organization is likely to fund a nonprofit like yours, which can speed up the application process.
GrantStation
GrantStation is a funder database that produces two useful newsletters: a weekly one that lists recent U.S. grant opportunities and a monthly one that lists international grant opportunities. You can access these for free through other subscriptions/memberships, such as the Grant Professionals Association.
GrantsforUS
On the GrantsforUS website, you can find information about recently released U.S. grant opportunities that you can filter by different categories. Furthermore, you can sign up for free Grant Alerts to effortlessly stay up to date on grants that your nonprofit may be interested in.
Grant Gopher
Grant Gopher is a funding opportunity database that offers U.S. organizations free basic searches and access to the details of their first five search results. Additionally, you can access a newsletter covering a selection of open grant opportunities.
GrantWatch
GrantWatch is a directory of grants that are currently accepting grant applications. You can filter your searches by category, location, type of funding source, and recipient, though the website does charge a small subscription fee for you to access the specific details of each grant.
SAM.gov
This government grant directory provides a full listing of federal programs across all government agencies that provide grants, loans, or other types of assistance to organizations. You can search for relevant opportunities in the search bar and save or download any of your searches to refer back to later.
The Federal Register (FR)
The Federal Register announces newly authorized and/or funded programs, annual application deadlines, and award amounts for continuing programs daily.
Additional Resources
There is an abundance of grant opportunities for your nonprofit to tap into—what matters most is finding the best matches for your organization. While the process requires you to be thorough and precise, once you’ve mastered how to find nonprofit grants, you’ll be able to secure significant funds to power your growth and mission.
Remember that you don’t have to go through finding and applying for grants alone. Reach out to grant professionals, like Getting Attention, for first-rate guidance in maximizing your grant-seeking efforts.
To learn more about securing online support for your nonprofit, explore these additional resources:
Are Google Ad Grants Confusing You? Become an Expert Now!
/in Google Ad Grants, Nonprofit Communications /by Jessica KingThe Google Ad Grants program provides eligible nonprofits with $10,000 per month to spend on Google Ads. Since its inception, the program has driven over 14 billion clicks to nonprofit websites, boosting donor acquisition, volunteer recruitment, and more. While many organizations recognize the program’s value, some may hesitate to apply simply because they find Google Ad Grants confusing.
To simplify the Google Ad Grants program for your nonprofit, we’ll cover these topics:
At Getting Attention, we provide professional Google Ad Grant support to help nonprofits make the most of this valuable opportunity. We’ll eliminate any confusion surrounding the program so you can start connecting with more committed supporters. Let’s get started!
Why Are Google Ad Grants Confusing?
Many nonprofit professionals have limited experience regarding their Google Ad Grants accounts, which can lead to missed opportunities over time. Some of the most common roadblocks you may face include:
All of that said, managing nonprofit marketing grants like the Google Ad Grant doesn’t have to be confusing. Learning more about the program can prevent potential obstacles down the line.
FAQs to Clear Up Google Ad Grants Confusion
Let’s clear up anything that might be making Google Ad Grants confusing for your team with these frequently asked questions.
How much are Google Ad Grants worth?
Google Ad Grants are worth $10,000 per month, which averages out to $329 per day. So far, the program has awarded over $9 billion in free advertising to more than 115,000 nonprofits around the world. You won’t receive the grant in cash, but in the form of Google Ad credits.
Plus, if your nonprofit uses Google Ad Grants to promote your fundraising initiatives, that will make the Google Ad Grant worth even more as more donations start to roll in.
How long does it take to get approved for Google Ad Grants?
Depending on where you are in the process of applying, it may take several weeks to get approved for Google Ad Grants. The application process requires you to:
We recommend that you start the application process as early as possible. If applying for Google Ad Grants still seems confusing to you, our team of experts is here to help you succeed!
Can I have an Ad Grants account and a paid Google Ads account at the same time?
Yes, Google actually encourages nonprofits to create a paid Google Ads account if the program is positively benefiting the organization! Standard, paid accounts are a proven way to expand your impact and gain access to features that are not included with your Google Ad Grants account, such as:
Your accounts won’t compete with one another since Ad Grants ads already appear below paid ads on search results pages. Your Google Grant ad will be eligible to show if there’s available space, regardless of whether a paid ad is already showing.
Do I have to spend the $10,000 every month to keep my Google Ad Grant?
There are no Google Ad Grant rules regarding how much you have to spend each month to maintain your eligibility. In fact, most nonprofits don’t spend the full $10,000 every month.
The ultimate goal is to drive meaningful outcomes for your mission, not spend as much money as possible. A specialized agency can help you strike the balance between maximizing your monthly ad credits and generating optimal results.
Why does Google have a policy regarding click-through rate (CTR)?
Google requires grantees to maintain a 5% CTR every month. They use this as an indicator of ad quality since it lets them know whether users find the ads relevant to their search query.
While Google Analytics will automatically calculate your CTR for you, you can do so yourself by dividing the number of people who click through to your landing page by the number of impressions (i.e., how many people see your ad). So, if 100 people see your ad and five people click the link to your website, your CTR will be 5%.
Google recognizes that it takes time to get your account up to speed and understand what compels users to click an ad. That’s why new accounts have a grace period of 90 days to comply with the policy.
How do I use Google Ad Grants effectively?
While there’s room for a lot of flexibility with the Google Ad Grant program, there is a proper account management protocol you should follow to make the most of this technology grant. Effective Google Ad Grant management consists of:
To ensure success and free up your staff resources, consider reaching out to a dedicated Google Ad Grant agency to have them effectively manage your account for you.
5 Confusing Google Ad Grants Marketing Challenges
Alongside their unique benefits, Google Ad Grants can bring about some unique marketing challenges. Let’s walk through five confusing challenges that nonprofits often face with the program.
1. Failing to meet Google Ad Grants guidelines
Some nonprofits may not understand how to meet all of the Google Ad Grants guidelines. Failing to follow these requirements can result in a temporary suspension of your account or loss of the Google Ad Grant.
Here’s a quick breakdown of Google’s guidelines:
While these rules are extremely important for remaining compliant and retaining access to the grant, they also double as tips for improving your ad campaigns.
2. Neglecting your website’s landing pages
To give your ads the best chance of success, fortify your nonprofit’s web presence before applying for Google Ad Grants. Each ad you run will direct users to a landing page on your website, through which they’ll be able to complete a desired action, such as registering for an event or making an online donation.
If your web pages are outdated or have unclear calls to action, your supporters won’t know what to do once they follow an ad and land on the page.
3. Targeting broad and generic keywords
Broad keywords like “donation” or “fundraising event” often have many bidders, and Google’s algorithm is not particularly conducive to smaller organizations winning these highly competitive terms. Therefore, it’s unlikely that your nonprofit will be able to edge out large organizations that are bidding on the same words, lowering the chances for supporters to see your ads.
Plus, with generic keywords, it’s more difficult to create relevant, targeted ads that will actually motivate many users to click through to your nonprofit’s website and engage with your content.
If you’re struggling to pick the right keywords for your cause, consider seeking professional help from Google Grants experts, like Getting Attention. We’ll take care of anything that makes Google Ad Grants confusing for your team, including keyword research!
4. Only running a single ad per group
Each Google Ads account is broken down into campaigns that contain different ad groups assigned to specific keywords. Then, each ad group is made up of multiple ads that feature your ad copy, link to a relevant landing page, and target those keywords.
Running only one ad violates Google’s policies and could put your account at risk. Additionally, with one ad, your nonprofit can’t track or evaluate performance. With no way to note how and why ads perform differently, it can be hard to improve your Google Ad Grants strategy over time.
5. Creating unclear calls to action
Calls to action are essential to the success of your nonprofit marketing strategy. When you create a call to action, be clear, consistent, and specific.
For example, an ad that encourages people to “donate here!” but directs them to a page about your upcoming events creates a bad user experience and leaves potential supporters feeling confused and frustrated.
5 Ways to Improve Your Google Ad Grant Management
By practicing account management best practices, your nonprofit can anticipate and minimize the challenges associated with Google Ad Grants. Use these top five tips to transform your advertising efforts:
1. Create valuable and promotable web pages
There are a few steps you can take to optimize each of your landing pages before you implement ads that promote them:
A high-quality landing page is a must-have to prevent confusion and ensure high conversion rates from your ads.
2. Familiarize yourself with Google Ad Grant policies
Becoming eligible for Google Ad Grants is the easiest part of the process. Staying eligible is a little more difficult. Because of this, it’s best to continually check Google’s policies to stay current on all the requirements.
If you still find the rules for Google Ad Grants confusing or hard to keep up with, consider reaching out for professional help. Hiring a Google Grants agency means you can maintain compliance without ever fully understanding the guidelines.
3. Use Google Analytics to track your CTR and conversions
Not only is it required, but tracking your nonprofit’s data is also a helpful way to understand how effective your ads are. To get started, ensure that you’re meeting the minimum monthly threshold by tracking your conversions and CTR within Google Analytics. From there, you can set goals for the individual actions you want people to take, like making a donation.
A low conversion rate or CTR might mean:
When setting goals and tracking conversions, make sure you’re looking at actions that are valuable to your work. For instance, your organization’s goals might relate to donations, petition signatures, event signups, volunteer registrations, or something else.
4. Make the most of your Google Ad Grant allowance
Now that you have an advertising allowance, what is the best way to make the most of it? Here are some tips for managing your funds:
Using $10,000 in ad credits per month can be a challenge, especially when you want to make the most of it. These tips are a great place to start when you are budgeting your Google Ad Grant.
5. Use geotargeting to hone your outreach
If you’re a community-based organization or simply want to reach a local audience, leverage the geotargeting feature when creating your ads.
Geotargeting allows you to show ads only in geographic locations where users will find the information you share and the services you offer useful.
Some effective times to enable geotargeting include:
Features like geotargeting can make Google Ad Grants confusing to nonprofits, but with a little practice or expert assistance, you’ll be able to use them to your advantage.
Overcoming Confusion With Google Ad Grant Professionals
Working with an agency can make applying for, managing, and maintaining your Google Ad Grants account a more straightforward, manageable process. Even if you don’t find Google Ad Grants confusing, you might not be able to invest as much time as you need to properly manage your account and its campaigns.
Getting Attention is a Google Grants agency that’s ready to assist with all of your Google Ad Grant needs, big or small. No matter where you are in the process, you can benefit from Getting Attention’s full range of services, including:
No matter what’s making Google Ad Grants confusing for you, we’re here to streamline every step of the process. We’ll work with you to make sure we fully understand your organization’s brand and goals to make the most of the program.
Think you might benefit from our expert Google Ad Grant help? Get a free consultation, and we can chat about all of your Google Grants needs!
Bonus Resources: Eliminate Google Ad Grant Confusion
The Google Ad Grant is a stellar marketing tool for many nonprofits. While it can be a game-changer for your nonprofit, joining the program can be confusing and difficult to navigate. Don’t let this stop you from benefiting from this valuable program!
While our top recommendation is to reach out to an experienced agency, like Getting Attention, we also have plenty of helpful resources to boost your knowledge of Google Ad Grants:
3 Revenue Streams to Strengthen Your Fundraising Strategy
/in Nonprofit Communications /by Jessica KingAs a nonprofit professional, you know how important it is to have a steady flow of revenue coming into your organization. Rather than counting on just one or two sources of funding (and potentially leaving money on the table), you need to diversify your revenue streams.
Think of revenue streams like eggs in a basket. As the old saying goes, you can’t bet on just fundraising event success or your annual peer-to-peer fundraising campaign to power your day-to-day operations. By incorporating multiple revenue streams into your fundraising strategy (or putting your eggs into multiple baskets!) you can increase your financial sustainability and expand your budget to pursue larger, high-impact projects. In this blog post, we will explore three revenue streams that can enhance your nonprofit’s fundraising strategy and help you generate more funds while expanding your donor base:
Multiple revenue streams can help your organization better serve its community and carry out its mission. Let’s begin.
Text-to-Give
To break through the noise online and engage donors directly, your nonprofit needs a strong fundraising channel that feels familiar to donors and makes the donation process simple. One innovative platform to do so is text-to-give.
Text-to-give is a powerful fundraising tool that allows nonprofits to connect with supporters and motivate them to give. Because text-to-give is used via a donor’s cellphone, nonprofits can reach supporters immediately. In fact, text messages have a 99% open rate and a 90% read rate in just 3 minutes.
According to Tatango’s guide to text-to-give, text messaging your supporters can be used to accomplish several key initiatives:
By leveraging text-to-give, organizations can engage donors in real-time and streamline the entire donation experience. Here’s a breakdown of how this process works:
The intuitive user-friendliness of text-to-give makes it easy for donors to contribute directly from their mobile devices, increasing the likelihood of immediate and spontaneous giving. Because text-to-donate can also be used to nurture donor relations long-term, you can turn donors into recurring contributors to your mission. Text messaging campaigns can also be utilized to promote events, volunteer opportunities, and other initiatives. By incorporating text-to-give into your fundraising strategy, you can tap into the widespread use of mobile devices and reach supporters wherever they are.
Online Donation Page
Your nonprofit’s online donation page serves as a central hub for accepting contributions. Optimizing your donation page design is crucial to ensuring a seamless and compelling donation experience for your supporters.
To maximize its effectiveness, consider the following three easy-to-implement strategies:
Make sure to market your online donation page widely so donors know how to give. The Double the Donation guide to digital marketing for nonprofits recommends leveraging a multi-channel marketing strategy to increase touchpoints with potential donors and boost visibility. For example, you can share your donation page link in your social media bio and your email newsletter.
Recurring Giving
Nonprofit fundraisers constantly strive for steady revenue streams and lasting donor relationships—both of which can be achieved through the power of recurring giving. Recurring giving is when donors give to your organization on a regular basis, such as monthly, to support your ongoing annual fundraising efforts.
With a well-structured recurring giving program and the right payment processor, the recurring giving amount will automatically be taken out from donors’ bank accounts each month and transferred to your nonprofit. It’s that simple! You just need to get donors on board with recurring giving by explaining its convenience and how ongoing donations make an impact on the community you serve.
The following strategies can elevate your recurring giving program:
Once donors sign up for recurring giving, you can incentivize them to stay involved by creating an exclusive recurring donor club, offering nonprofit merchandise, and publicly thanking them for their support.
Wrapping Up
Diversifying revenue streams is essential for the financial health and sustainability of all kinds of organizations, from higher education institutions to nonprofits. By incorporating text-to-give, optimizing your online donation page, and promoting recurring giving, you can strengthen your fundraising strategy and create a more stable foundation for your organization. Track the performance of each revenue stream to assess your progress and make necessary adjustments.
Nonprofit Digital Fundraising Campaigns: 7 Best Strategies
/in Nonprofit Communications, Nonprofit Fundraising /by Jessica KingWhen 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?
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:
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?
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:
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.
What Are the Elements of a Successful Digital Fundraising Campaign?
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:
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
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
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:
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.
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:
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:
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:
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:
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. You can also use tools like hashtags, Stories, and more to drive engagement.
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:
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.
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:
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:
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:
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:
How to Apply for Google Grants: Get Approved in 4 Easy Steps
/in Google Ad Grants /by Jessica KingAre 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.
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:
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.
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:
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.
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:
Outside of these eligibility requirements, there are specific types of nonprofits that are ineligible, regardless if they meet the above requirements. These include:
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:
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:
If this seems like an offer you can’t refuse, follow these steps to successfully apply for a Google for Nonprofits account:
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.
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:
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:
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:
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:
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:
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:
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: