As a nonprofit leader, you’re focused on one goal: fulfilling your mission. To do this, you work to raise funds and awareness for your cause. Auctions are highly successful fundraisers for nonprofit initiatives, but how can you use them to draw attention to your nonprofit’s mission?
Your nonprofit’s brand elements represent everything your organization stands for, so advertising them is essential to gain recognition and support in the communities you serve. You can easily incorporate this branding into your upcoming auction to remind attendees of the event’s purpose. Let’s explore five ways your organization can pair the power of auctions and nonprofit branding to increase support for its mission.
1. Event landing page
Brand exposure should start at the earliest possible stage in your event planning process: auction promotion. You can spread the word about your upcoming event by leveraging the visibility of your nonprofit’s website—and promote your brand while you’re at it.
To streamline the process, invest in auction software that facilitates event landing page creation. Then, use the page to connect your brand to the event by including:
Your logo: This is arguably the most recognizable element of your nonprofit’s brand. Make your logo visible in at least one location on the page (not including your website’s navigation bar) to directly connect the auction with your nonprofit.
Your mission statement: Emphasize your organization’s mission to explain the purpose of the event. In a couple of sentences, share how the event will support your mission, giving specific details about the projects or activities the event will fund.
Relevant statistics: Numbers are a concrete way to prove the pressing need for your nonprofit’s work. Share relevant statistics about your beneficiaries, past fundraisers, and other information to encourage site visitors to get involved.
Once you’ve completed the page, leverage the Google Ad Grant to ensure your page shows up first on Google for relevant keywords. For example, an animal shelter might target the keyword “support stray kittens” with its Google Ads so that an internet user finds the auction page and is encouraged to register for the event.
2. QR Codes
The most important bridge to build at your nonprofit’s auction is between the one-time event and the everlasting need for donor support. You’ll need to shift attendees’ focus from event participation to long-term nonprofit involvement by directing them to your nonprofit’s other resources.
QR codes can initiate this shift by encouraging bidders to explore your nonprofit. First, you’ll need to incorporate them into your event. ClickBid’s guide to silent auction planning recommends preparing QR codes for each auction item. To learn more about an item, bidders will use their phones to scan the code, which directs them to your auction item catalog.
By encouraging auction attendees to explore item information on their phones, you’ll create an opportunity for them to also explore more information about your organization. They can navigate to your nonprofit’s website, details about the event, or any other branded channels that encourage their long-term involvement.
3. Programs and brochures
If you’ve exhausted all your digital marketing options, consider using old-school techniques by printing event programs and brochures with information about your nonprofit. These materials can be passed out at the entrance to the event, placed on seats in the venue, or offered in any other convenient location where most people are likely to pick one up.
Use these reading materials to briefly share your:
Vision: Describe the long-term change you hope to see as a result of your nonprofit’s work. What is your vision for the communities you serve? How can donors help you get there? List your official, one-sentence vision statement and expand upon it.
Programs: What actionable steps is your nonprofit taking to turn its vision into reality? List your various projects and programs, highlighting specific areas where supporters can get involved.
Impact: Emphasize what your nonprofit has accomplished so far with statistics, compelling visuals, and quotes from beneficiaries.
Aside from directly addressing your nonprofit’s work, these programs and brochures can display your brand elements like your logo, color palette, typography, and tone. According to Kwala’s guide to nonprofit branding, brand elements such as these are important for unifying your promotional materials. Consistency between your auction pamphlet and other communications will help establish brand credibility and make your nonprofit more recognizable.
4. Branded items
During the event planning process, you’ll need to prepare numerous materials to be used at the auction. The good news is that these materials can display your nonprofit’s branding, drawing extra attention to your organization despite the excitement of enticing auction items and competitive bidding.
Some ideas for branded items that can be used at your auction include:
Pens: Whether attendees are signing in to the event, writing their bid on a bid sheet, or just taking a quick note, pens are a simple way to remind them of your nonprofit. After the event, pens easily find themselves in purses and pockets by accident, giving your nonprofit’s logo a chance to be seen every time the pen is used in the future!
Auction paddles: At a live auction, paddles will be used by participants to place bids on their favorite items. This means an auction paddle will be raised in the air above the crowd every time someone wants to place a bid! Use these paddles as miniature billboards to display your nonprofit’s brand colors and logo.
T-shirts: Whether they’re worn by your auction volunteers or sold at a concessions stand, t-shirts are an easy way to promote your brand. Plus, when you sell t-shirts with your nonprofit’s name and logo to supporters, you’ll generate revenue and recruit brand ambassadors to spread the word about your organization.
Depending on the items you choose, you’ll be able to include different elements of your brand. For example, your tagline might look visually appealing on a t-shirt but would be too small to read on a pen. Instead of simply printing your nonprofit’s logo on every material for the event, think strategically about how to make the merchandise visually appealing.
5. Mission-centric presentations
Especially if you decide to leverage mobile bidding software for your auction, you might need to secure entertainment since event attendees won’t be physically placing bids or listening to a live auctioneer. Recruit a presenter to share information about your organization. Consider asking:
Board members
Officers
Staff members
Volunteers
Beneficiaries
After hearing a moving story from a beneficiary or the inspiring vision of a nonprofit board member, your audience will be more than just engaged. These impactful messages are at the heart of your nonprofit’s brand and have the power to turn auction attendees into loyal donors who continue giving beyond your auction.
To truly maximize the impact of your nonprofit’s branding, create a centralized brand kit that lists all of your brand elements and explains how they should be used. Consistent visual elements will make your nonprofit’s communications look more professional and credible. Plus, they’ll catch the attention of anyone who appreciates a great visual look!
https://gettingattention.org/wp-content/uploads/2023/09/ClickBid_Getting-Attention_5-Ways-to-Promote-Your-Nonprofits-Branding-At-Your-Auction_Feature.jpg404839Jessica Kinghttps://gettingattention.org/wp-content/uploads/2021/08/getting-attention-logo.svgJessica King2023-09-28 15:39:172024-11-15 14:37:205 Ways to Promote Your Nonprofit’s Branding At Your Auction
As the owner of a niche business, you possess a unique offering that sets you apart from the competition. Whether you specialize in artisanal crafts, eco-friendly cleaning products, or doggie daycare services, your distinctiveness is your greatest asset. However, the only way potential customers will discover the incredible value your business has to offer is through a well-crafted online presence.
In this guide, we’ll provide five tips for solidifying your digital footprint. From defining your niche to networking online, these insights will help your small business stand out.
1. Define Your Niche
In a crowded online marketplace, a well-defined niche can help you achieve long-term success. If you haven’t already, work with your team to:
Identify your expertise. Consider what you’re passionate about and where your expertise lies. For instance, a baker who excels at making gluten-free treats might focus on doing just that. As a result, they can position themselves as an expert in that particular area and avoid direct competition with larger, more established companies that cater to a broader audience.
Research market opportunities. Conduct thorough market research to identify potential niches for your business. Look for gaps in the market or underserved segments that align with your expertise. Analyze competitors and assess whether there’s room for your business to offer something unique or of higher quality within the niche.
Define your ideal customer. Create detailed buyer personas to understand your ideal customers within your chosen niche. Consider their demographics, psychographics, pain points, and preferences. The better you understand your target audience, the more effectively you can tailor your products, services, and digital marketing efforts to meet their needs.
Keep in mind that your niche may change over time. Stay on top of industry trends and adjust your positioning accordingly to ensure that your small business remains relevant online.
2. Leverage Social Media
Social media is a powerful platform for reaching a wide and diverse audience. Plus, it fosters direct and real-time engagement, creating opportunities for meaningful interactions, feedback, and relationship-building.
The specific social media channels that you choose to use will depend on your target audience. However, here are some common platforms that niche small businesses leverage:
Instagram: Instagram is ideal for showcasing visual representations of your products and services. Maintain a consistent feed and boost discoverability by using relevant hashtags that resonate with your target customers and align with your chosen niche.
Pinterest: Pinterest is a platform known for its focus on visual discovery. It’s particularly useful for businesses in niches such as home decor, DIY, crafts, wedding planning, and fashion. By creating visually appealing pins, businesses can drive traffic to their websites and increase brand visibility.
LinkedIn: Connect with other industry professionals and share informative articles, case studies, and professional insights related to your niche. and engage in meaningful conversations in relevant groups. NXUnite also recommends posting any job openings your business may have and recruiting employees through the platform.
TikTok: TikTok is a rapidly growing platform that allows businesses to create short, engaging videos. It’s most popular among younger audiences, and its algorithm-driven content discovery can provide you with the exposure you need.
Consider using a content calendar to take a consistent and strategic approach to posting on several social media channels. By scheduling posts in advance, you can maintain audience engagement and ultimately improve your brand visibility.
3. Optimize Your Website for SEO
Your website is likely the first place that potential customers go to learn about your products and services, read testimonials, make inquiries, and get to know your business. When your website is optimized for search engines (SEO), it’s more likely to rank higher in Google search results, making it easier for potential customers to find you.
To optimize your small business website, follow these steps:
Conduct keyword research: Begin by conducting keyword research to identify the terms and phrases that potential visitors are using to search for products or information related to your business. For instance, a dog groomer might target general keywords like “pet grooming services” in addition to keywords that align with their niche like “mat removal for dogs,” “dog nail trimming,” and “canine teeth cleaning.”
Perform on-site optimization: Implement on-site SEO techniques to make your website more search engine-friendly. This includes optimizing the title tags, meta descriptions, and header tags (H1, H2, H3, etc.) on relevant pages to include your target keywords. Ensure that your content is well-structured, easy to read, and provides clear answers to users’ questions or solutions to their problems.
Make technical SEO adjustments: Improve your website’s technical elements to enhance its search engine performance. This includes optimizing page load times, ensuring mobile responsiveness, and fixing broken links.
A common challenge associated with SEO marketing is the ever-changing nature of search engine algorithms. Search engines like Google frequently update their algorithms to improve search results and provide a better user experience. Since these updates can sometimes impact a website’s search rankings, it’s important for your team to stay informed on the latest SEO techniques.
4. Create High-Quality Content
Develop valuable, relevant, and engaging content that resonates with your niche audience. This could include:
Blog posts: Write valuable and well-researched blog posts that address your audience’s interests, pain points, and questions. Use a conversational and engaging tone to connect with readers on a more personal level.
Videos: Videos allow your audience to see and hear from you, which in turn helps to humanize your brand. Consider filming product tutorials, customer testimonials, and behind-the-scenes looks at your operations.
Infographics: Condense complex information about your business into easy-to-understand visuals. This will position your brand as a trusted source of knowledge.
Webinars: Host informative and interactive webinars on topics relevant to your industry. For example, a dog boarding business might invite other pet business professionals to join a webinar on how Gingr’s software is revolutionizing their field.
Focus on producing high-quality content rather than churning out a large quantity. Well-researched and well-produced content tends to perform better and attract a more engaged audience.
5. Build Online Communities
Online communities, forums, and groups are an opportunity to connect with potential customers both inside and outside of your niche.
For example, a sustainable fashion brand might join a nonprofit podcast focused on environmental conservation to discuss topics related to sustainable fashion, ethical manufacturing, and the importance of conscious consumerism. By sharing their expertise and insights, the brand can contribute valuable content to the podcast and appeal to potential customers from the nonprofit’s audience, who likely share an interest in their business model.
Ensure the community remains a positive and constructive space by moderating discussions, addressing any conflicts or issues, and enforcing community guidelines.
Remember that building an online presence takes effort and consistency. Focus on providing value to your niche audience, and over time, you’ll thrive in the digital marketing space.
https://gettingattention.org/wp-content/uploads/2023/09/Gingr_Getting-Attention_5-Tips-for-Building-Your-Niche-Businesss-Online-Presence_Feature.jpg4081163Jessica Kinghttps://gettingattention.org/wp-content/uploads/2021/08/getting-attention-logo.svgJessica King2023-09-27 20:45:312024-11-15 14:37:315 Tips for Building Your Niche Business’s Online Presence
As a nonprofit professional, you understand the importance of continuous learning. You know that to truly make an impact, you need to go beyond the basics and explore innovative strategies.
In this guide, we’ve compiled a curated list of 14 nonprofit resources that address the unique needs and challenges of the mission-driven sector. For easy browsing, we organized the resources into the following categories:
Whether you’re looking to enhance your fundraising strategies, improve your management skills, or gain a deeper understanding of marketing, putting these resources to use will take your nonprofit to new heights.
Fundraising Resources for Nonprofits
Nonprofits rely on fundraising to support their programs and fuel their mission. These nonprofit resources will teach you how to diversify your fundraising efforts and effectively plan, implement, and manage campaigns.
Association of Fundraising Professionals (AFP)
The Association of Fundraising Professionals (AFP) is a professional membership organization that represents individuals and organizations involved in the fundraising and philanthropic sector. It’s one of the world’s largest communities of fundraising professionals, with members from more than 240 chapters across the globe.
Visit AFP’s website for access to:
Professional development certifications: Enroll in AFP’s professional development courses to receive a Certified Fundraising Executive (CFRE) certification and demonstrate your commitment to fundraising best practices.
Fundraising best practices: AFP regularly publishes content on various fundraising topics, including donor engagement, major gifts, and grant writing, to help its members make informed decisions and enhance their own fundraising efforts.
Double the Donation
Far too often, nonprofits miss out on valuable donations because donors are unaware that their employers offer corporate matching gifts. Double the Donation provides a solution to this issue with 360MatchPro, a platform that automates and streamlines the matching gift process.
To learn more about matching gifts, you can explore Double the Donation’s:
Matching Gift Academy: Explore strategies for solving matching gift roadblocks, marketing matching gifts to donors, and encouraging donors to request matches with the Matching Gift Academy.
Webinars and matching gift videos: Check out Double the Donation’s webinar sessions to learn how corporate giving can impact your organization.
The Fundraising Authority
The Fundraising Authority is an online resource hub that gives fundraising professionals practical financial guidance, tools, and advice. It was founded by Joe Garecht, a fundraising consultant, with the goal of helping nonprofits improve their fundraising efforts.
Some standout offerings include:
Fundraising guides: The Fundraising Authority offers downloadable fundraising guides and e-books that delve deeper into specific fundraising techniques and best practices. These resources serve as valuable references for nonprofit professionals seeking to improve their fundraising skills.
Online courses: The platform provides online courses on fundraising and nonprofit development. These educational sessions are designed to equip fundraising professionals with the knowledge and tools they need to excel in their roles.
The Fundraising Coach
Marc Pitman, also known as “The Fundraising Coach,” is a well-known figure in the nonprofit sector, and his website offers a range of resources that help nonprofits enhance their fundraising efforts, including:
Educational content: Explore a series of blog posts specifically tailored to help nonprofits develop and implement effective fundraising campaigns.
Coaching services: Marc will provide tailored strategies, expert advice, and actionable insights to help you optimize your approach to fundraising and achieve your long-term goals.
Marketing and Communication Resources for Nonprofits
Nonprofits thrive when they have strong marketing and communication skills. Learn how to engage your community, raise brand awareness, and drive support to your cause with these nonprofit resources.
Getting Attention
Getting Attention is a nonprofit marketing agency specializing in Google Ad Grant management. We help mission-driven organizations secure $10,000 in free ad spend per month. Additionally, we have an extensive library of free nonprofit resources that explore everything you need to know about Google Ad Grants, including:
Google Grant applications: Learn how to apply for the Google Grant, from meeting eligibility criteria, submitting the required documentation, and following best practices that increase your chances of getting accepted.
Account hygiene: Maintain a clean and well-organized Google Grant account with guidance on optimizing keywords, ad groups, and campaigns, as well as strategies for monitoring account performance.
Google Grant management: Delve into effective management strategies for maximizing the impact of a Google Grant, including campaign optimization, ad performance tracking, budget management, and leveraging analytics to measure and improve the effectiveness of grant-funded campaigns. Watch the video below for more information on Google Grant management!
Marketing With Purpose Podcast
The Marketing With Purpose Podcast is hosted by Monica Pitts, founder of MayeCreate, a web design company. Pitts and her team guide nonprofits through the complex landscape of digital marketing in a light-hearted, entertaining platform.
In addition to listening to the podcast for marketing advice, you can:
Join the Facebook group. The Marketing With Purpose Podcast has a Facebook group that your nonprofit can join to receive marketing updates, engage in real-time conversations, and get your questions answered.
Download resources. Sign up to receive downloadable resources and a weekly newsletter with marketing, web design, and communication tips.
HubSpot Academy
HubSpot Academy offers a range of marketing courses that, while not specific to nonprofits, cover marketing strategies, content creation tips, and communication tactics that can be applied to your own outreach efforts. Plus, the academy’s blogs offer a wealth of smart, valuable tips that any organization can apply to its marketing strategy. Explore HubSpot Academy’s:
Training sessions: As a HubSpot partner or customer, you are eligible to take advantage of free, instructor-led online training sessions focused on improving your marketing, or entrepreneurship skills.
Certifications: Receive industry-recognized certifications for completing certain courses and passing associated exams. The most popular certification is the HubSpot Inbound Marketing Certification, which covers inbound marketing methodologies.
Resources for Nonprofit Statistics and Trends
Industry statistics and trends provide valuable insights into the current landscape and future direction of the nonprofit sector. By staying informed, nonprofits can identify emerging opportunities, anticipate challenges, and adjust their strategic plans accordingly.
Top Nonprofits
Top Nonprofits’ mission is to support the growth and development of nonprofits by sharing best practices and providing subject matter expertise. The website includes articles, guides, and webinars about a range of topics, including but not limited to:
Nonprofit marketing: The platform provides resources on nonprofit marketing strategies, social media best practices, and tips for effectively communicating your nonprofit’s mission and impact.
Nonprofit technology: Top Nonprofits covers technology-related topics for nonprofits, including the use of software, databases, and other tools to optimize operations and improve efficiency.
Candid
Candid is the result of a merger between Foundation Center and GuideStar, two organizations dedicated to creating resources that support philanthropy and social good. Through their website, Candid produces research reports, studies, and publications related to philanthropy and the social sector. In addition, Candid offers:
Nonprofit profiles: Candid maintains a comprehensive database of nonprofit organizations that includes information about their missions, programs, financials, leadership, and more. This helps donors, funders, and researchers find your nonprofit and lend their support.
Foundation Directory Online (FDO): FDO is a searchable database of grants and grantmakers, offering information on foundations, corporate giving programs, and other funding sources. Nonprofits can use FDO to identify potential funding opportunities and research grantmakers’ priorities and giving history.
Nexus Research Library
The Nexus Research Library is a collection of articles and statistics that can assist mission-driven organizations in staying informed about the latest trends. Whether you run a nonprofit, association, museum, or school, there is information to guide your decision-making. In the Research Libary, you can:
Review trends in other sectors. Learning how other sectors address complex social issues can inspire your own efforts.
Submit your own information. If your organization has original research that you would like to have hosted in the Research Library, you can submit it via their survey.
M+R Benchmarks
Each year, M+R Benchmarks publishes a report on trends relevant to the nonprofit sector. In addition to browsing the latest fundraising and marketing data, you can explore the:
Benchmark calculator: Enter your fundraising statistics into their calculator to learn how your nonprofit performs compared to the average.
Glossary: M+R Benchmarks has a glossary dedicated to mission-driven terms, allowing you to expand your expertise and reference any topics that may be unclear.
Networking Resources for Nonprofits
Building relationships and partnerships within the industry allows nonprofits to leverage each other’s strengths, share resources, and work together to achieve common goals. Explore these top networking resources to connect with like-minded organizations.
NXUnite
NXUnite partners with experts and influencers in the nonprofit sector to bring educational content to its users, covering topics such as grant writing, nonprofit branding, and community engagement strategies. To take part in their networking opportunities, you can:
Join a webinar or panel. Expand your circle of contacts, build relationships with other nonprofit professionals, and learn from experts in the field with NXUnite webinars and panels.
Explore the directory. If you’re searching for a solution, partner, or service partner, search through the vetted profiles in their directory.
LinkedIn for Nonprofits
LinkedIn for Nonprofits offers a variety of groups specifically tailored to nonprofit professionals. These groups provide a space for discussions, sharing best practices, and networking with peers and industry experts. Plus, your nonprofit will receive access to:
Products: LinkedIn has specific products to help your nonprofit hire, train, and retain top talent.
Educational Resources: In the Resource Hub, you can explore a collection of guides, best practices, and expert advice.
NTEN Nonprofit Technology Conference
The NTEN Nonprofit Technology Conference is an annual conference that brings together nonprofit professionals, technology experts, and thought leaders in the sector. It covers a variety of topics related to technology for nonprofits, including online fundraising, social media marketing, cybersecurity, and cloud computing.
At the conference, your nonprofit can:
Host a session. Are you an expert on a particular topic? Submit your best ideas to be chosen as the host of a session.
Sponsor NTEN. Become an NTEN sponsor and connect with technology decision-makers and thought leaders from around the nonprofit sector.
Wrapping Up: Additional Resources for Nonprofits
Remember, the journey of learning and growth is ongoing. Stay curious, open-minded, and eager to explore new information. Doing so will help your nonprofit stay ahead of the curve and make a lasting impact in your community.
For access to more nonprofit resources, explore these free guides from Getting Attention:
Taglines are the quickest and most efficient way in your marketing strategy to tell people about your nonprofit’s mission. In one short phrase, you can tell your audience who your organization is and why they should care.
Think about Nike’s “Just Do It” or Little Caesar’s “Hot ‘n’ Ready” – these taglines give the brands more energy and character. A great tagline can work the same magic for your nonprofit.
Even though they are an incredibly useful tool, taglines are overlooked in the nonprofit world. In this guide, you’ll learn about taglines and how to write one for your mission-driven organization. Here’s what we’ll cover:
Read on and you’ll be ready to create a clear, concise, and catchy tagline for your nonprofit in no time.
What is a nonprofit tagline?
A tagline is a short, memorable phrase that succinctly captures a brand’s message. Once it becomes well known, a tagline also acts as a way to easily identify the brand it represents. Specifically for a nonprofit organization, a tagline should communicate its mission and purpose.
5 Types of Taglines
There are five types of taglines that are commonly seen in the nonprofit marketing sphere:
Imperative: Imperative taglines command the audience to do something. They usually begin with a verb and involve an action relevant to the brand’s message. Coca Cola’s “Open Happiness” is an example of an imperative tagline. Subtly assertive, this type of tagline can give your brand a quality of urgency.
Descriptive: This is the most straightforward type of tagline. Descriptive taglines concisely describe the brand’s promise or function. Think about Walmart, which is known for low prices. Its tagline is “Save Money. Live Better.” This phrase clearly yet simply explains Walmart’s primary function.
Provocative: Despite what the term suggests, provocative taglines don’t have to be shocking, per se. Rather, these taglines ask a question or offer a statement that provokes thought. Dove’s tagline “You are more beautiful than you think” is a prime example of a provocative tagline.
Superlative: Named for the highest degree of comparison, superlative taglines position a brand as the best in its industry. Budweiser is known as “The King of Beers,” BMW is known as “The Ultimate Driving Machine,” and Gillette is known as “The Best a Man Can Get.” Each of these brands is establishing itself as the superior product within its product category.
Interrogative: Interrogative taglines ask the audience a question. One of the most famous taglines ever is an interrogative tagline — the California Milk Processor Board’s “Got Milk?”
A quick note: Taglines are not the same as slogans. A tagline is one phrase for the overarching idea of an organization. Slogans, on the other hand, accompany specific marketing campaigns. An organization could have multiple slogans for many different campaigns, but it will only ever have one tagline at a time.
Do nonprofits have taglines?
The short answer to the question of if nonprofits have taglines is yes, they do have taglines. However, seven out of 10 nonprofits rated their tagline as poor or didn’t have one at all. That means they’re not nearly as abundant as they should be.
If you fall within that seven out of 10 designations, it’s worthwhile to reevaluate your nonprofit’s tagline strategy. Here are three benefits to having an effective tagline for your mission-driven organization:
Differentiation: Consumers see between 4,000 and 10,000 advertisements daily. Having a standout tagline can help your nonprofit break through the noise and make a connection with a new potential supporter.
Branding: Brands typically consist of a name, logo, colors, fonts, and—you guessed it—a tagline. A strong nonprofit tagline will give your organization extra support in terms of brand recognition.
Consistency: Since taglines capture the heart of your nonprofit’s mission, they can serve as a guiding element for your future campaigns. You can always revisit your tagline when making marketing plans to be sure you’re in line with your nonprofit’s core mission and brand identity.
With the combined advantages of differentiation, high-quality branding, and consistency, your nonprofit marketing will become much more recognizable. Not only will this make you stand out from the crowd, but it can also give you a leg up in the digital marketing space.
For example, you can maximize programs like the Google Ad Grant with an impressive nonprofit tagline. If your nonprofit’s tagline conveys a particular sentiment or mission, the Google Ads funded by the Ad Grants can reflect the same message. This consistency then reinforces your organization’s brand and mission to potential donors, volunteers, and beneficiaries.
Interested in learning more about the Google Ad Grant program? Check out this video:
Now that you know the benefits of a stellar nonprofit tagline, let’s break down the criteria necessary to achieve one.
What makes a good tagline?
Coming up with a phrase that represents the entirety of your nonprofit in eight short words (or less!) is no easy task. Luckily, we’ve compiled a list of characteristics that will make your tagline stand out from the rest. We’ve also got the steps you can take when you start the process of drafting your own.
6 Attributes of a Strong Tagline
Let’s start with the attributes of a strong tagline:
Clear: A tagline should make sense and be easy to understand. Think about using a navigation app for directions—you want your tagline to simply and surely show people what your nonprofit is about the same way that GPS tells you how to get somewhere.
Concise: The shorter a tagline is, the better. Something that is quick and simple is much more memorable than a novel of a phrase. Aim for no more than eight words.
Relevant: Make sure your tagline portrays your nonprofit’s mission. It might make sense to you, someone who is close to the nonprofit, but think about it from your audience’s perspective. Will someone who has never heard of your brand get the gist of your nonprofit’s purpose from reading its tagline? If not, you should head back to the drawing board.
Branded: You probably already have a name and logo for your nonprofit. Make sure your tagline feels at home in the style of your current branding. Also, going back to the idea of differentiation, your tagline should be identifiable as yours specifically.
Consistent: Your tagline shouldn’t change on a regular basis. A big component of a tagline’s success is that it builds recognizability over time. Put your tagline on all your brand materials and make sure it looks the same every time, including in its punctuation and capitalization.
Catchy: Finally, a strong tagline should be catchy. More people will be interested in your nonprofit if you have a tagline that catches their eye and sticks in their head.
Get creative, and write something memorable while also accurately representing your mission.
5 Steps to Coming Up With Your Very Own Tagline
Your nonprofit needs to know what it’s aiming for before diving in, but be open to where the brainstorming process takes you. Here are our five steps for writing a tagline:
Begin with the end in mind. Before diving into actual tagline writing, ask yourself some key questions about your nonprofit, such as: What is our core mission and purpose that we want to communicate? And Where do we want our nonprofit to be in five years?
Consider emotions. Different words conjure up different feelings, moods, and connotations. The words you choose for your tagline are no exception. Choose words that align with the emotions and ideas you want your organization to project.
Come up with many, many options. In the brainstorming phase, no idea is a bad idea! Even if some of the taglines you come up with would never make the final cut, it’s a great exercise to figure out what you like and don’t like, then move forward.
Don’t overthink your final decision. A tagline can be bad, and a tagline can be good—but you’d be hard-pressed to find a tagline that is faultless. It’s a subjective process, so work hard and once you arrive at a phrase you’re happy with, stick with it!
Research examples. This isn’t to say model your tagline completely after someone else’s, but rather that you should use examples as inspiration. Even for-profit resources like Adobe’s list of 30 famous taglines can help you gain creative traction.
Keep in mind that a tagline is one part of your nonprofit’s overall marketing plan. For your tagline to be relevant it needs to make sense within the context of your organization and its overarching audience and goals.
Top Nonprofit Taglines
So far, we’ve given you some examples of memorable taglines in the for-profit space. Now we’ll provide you with some nonprofit taglines—ones that are more similar to your organization.
Here is a list of 12 strong nonprofit taglines organized by the size or vertical of the nonprofit:
Global Nonprofits
These examples come from organizations whose mission extends to the entire world. Check out their taglines for clear illustrations of how to condense such a large concept into eight words or less.
This tagline is simple, meaningful, and memorable. The repetition sticks in people’s heads, and the welcoming nature of the writing reflects what this organization is about. According to its website, the mission of the United Methodist Church is “to make disciples of Jesus Christ for the transformation of the world.” With its tagline, the church is communicating that it is open to all people joining its mission.
An even better example of simplicity, UNICEF’s tagline clocks in at three words and expresses what UNICEF is about at its core: working toward the “survival, protection, and development” of children all across the world, according to its website.
Nonprofits of this size need worldwide recognition, and they utilize taglines to help achieve it.
U.S. Nonprofits
Although these examples come from nonprofits slightly smaller than those of the former examples, their taglines feel equally as strong. Read on to see how national nonprofits tackle taglines:
The United Negro College Fund “envisions a nation where all Americans have equal access to a college education that prepares them for rich intellectual lives” and works to increase the total number of Black college graduates in the U.S., according to its website. This tagline provokes thought relevant to the organization’s mission, calling on their audience to ponder how valuable people’s minds are—and subsequently, consider what they can do to encourage educational growth.
Every word in this tagline holds enormous weight in the message it’s conveying. Common Cause is a nonprofit that exists to ensure the United States’ democracy fairly serves all its constituents, and it does so by fighting for pro-democracy legislation like the recent Freedom to Vote Act. Their tagline succinctly expresses that sentiment— and it has a serious tone that matches the organization itself, too.
The United Negro College Fund and Common Cause are excellent models for provocative and descriptive taglines, respectively. Think about which type would best fit your nonprofit.
Local Nonprofits
Now we’ll look at nonprofits that while small in size, have taglines that feel larger than life.
Just because this nonprofit operates in a smaller area doesn’t mean its tagline is any less impactful. The Montana Historical Society describes itself as a “guardian of Montana’s history,” a history that this tagline appealingly illustrates as an expansive one full of sky and land.
Second Helpings Atlanta is a locally based nonprofit that fights both food insecurity and food waste in the metro Atlanta area by delivering leftover food from restaurants and grocery stores to food banks and individuals in need. This tagline is on the longer side, yet it remains memorable and clearly depicts what SHA volunteers do: drive leftover food from somewhere that doesn’t need it to someone who does.
Healthcare Nonprofits
Because health-related missions can be sensitive and require swift support, these organizations must use their tagline to build trust and form an emotional connection. Let’s review how these top healthcare nonprofits use their tagline’s language to inspire compassion and credibility:
St. Jude is “leading the way the world understands, treats, and defends childhood cancer and other life-threatening diseases” through advancing cures and prevention. The organization has been around since 1962 and dreams that no child should pass before the dawn of life.
St. Jude’s descriptive tagline gets right to the heart of its purpose. The simple phrase discusses how the organization uses its funding and why people should care.
The American Cancer Society is a leading cancer-fighting organization dedicated to ending cancer for everyone. They seek to improve the lives of people with cancer and their families through research, advocacy, and patient support.
This tagline provokes a sense of hope that aligns with the American Cancer Society’s positive tone. Previous campaigns such as “the official sponsor of birthdays” have contributed to the organization’s upbeat determination to beat the disease for good.
Environmental Nonprofits
Nonprofits dedicated to protecting the environment need taglines that will inspire hope and drive others to join in protecting that hope. Additionally, many environmental nonprofits cover several different initiatives, so their tagline can’t box them in. Let’s review how the World Wildlife Fund and Sierra Club structured their taglines:
For 60 years, WWF has helped both people and animals thrive in nearly 100 different countries. The organization collaborates with communities to develop and deliver lasting solutions to wildlife problems. WWF’s work extends into climate, food, freshwater, forest, ocean, and other wildlife-related initiatives to achieve a thriving planet.
WWF’s tagline captures these ambitious goals by staying descriptive yet being all-encompassing. Because the WWF has several goals, using “planet” rather than “community” or “wildlife” shows that each solution is interconnected and will ultimately benefit the whole planet.
“Explore, enjoy, and protect the planet” – Sierra Club
The Sierra Club is a grassroots organization located in the United States that exists to defend everyone’s right to a healthy world. Their work promotes the responsible use of the earth’s ecosystems and resources in addition to educating others about protecting the environment.
The organization’s descriptive tagline goes beyond just suggesting that we should protect the planet just for protection’s sake. Rather, it suggests that the planet is worth protecting because it’s where we explore and enjoy life.
Human Rights Nonprofits
By nature, human rights Nonprofits carry heavy emotional undertones. To strike the right chord with their taglines, they must inspire action without digging too deeply into negative emotions. Both Amnesty International and CARE do a stellar job at this:
Amnesty International is a global movement that campaigns against human rights abuse. The organization’s initiatives include topics such as child rights, climate change, police brutality, international justice, and many more campaigns created to achieve justice.
This provocative tagline implies that Amnesty International wants to turn sympathetic feelings into action. The organization’s robust research advocacy, lobbying, and campaigns were created and funded to make change happen.
CARE works globally to save lives, defeat poverty, and achieve social justice. Specifically, the organization focuses on aiding women and girls in need and advocating for equal rights opportunities. Their work spans climate, food and water, health, education and work, and equality-related goals to offer a better life of dignity and security.
CARE’s inclusion of dignity within its tagline speaks to its hope of restoring the integrity of others. Its transformative programs act as a pathway to an enriching life.
Wrapping up
A strong, well-written tagline can elevate your nonprofit’s brand and marketing efforts. We hope this article has been helpful to you in learning what a tagline is, why they’re important, how to create a great one, and what examples are out there.
Getting Attention can also help take your marketing strategy to the next level, especially in getting your brand new tagline to the top of Google’s search results. Get a free consultation today!
Here are three extra educational resources to help boost your nonprofit marketing strategy:
The Ultimate Guide to Marketing Grants for Nonprofits: Marketing expenses can take up to 15% of a nonprofit’s budget – you can alleviate some, if not all, of that financial burden with free money in the form of grants. This article will give you the scoop on all the best grants out there, and how to get them.
https://gettingattention.org/wp-content/uploads/2023/09/Nonprofit-Tagline_Feature-resized.jpg400700Jessica Kinghttps://gettingattention.org/wp-content/uploads/2021/08/getting-attention-logo.svgJessica King2023-09-21 17:07:272023-10-16 14:10:32Getting Your Nonprofit Tagline Right: Top Tips and Examples
Your nonprofit’s brand should be a visual and verbal representation of your mission, values, and personality. And when you first developed it, it likely fulfilled that purpose. But what happens when your organizational identity no longer aligns with your brand identity?
If your nonprofit finds itself in this situation, it may be time for a rebrand! A successful rebranding effort starts with taking a step back to examine who you are as an organization and how your brand strategy can better reflect that. After this initial brainstorming, it’s time to creatively re-envision your messaging and visuals, which you’ll eventually roll out in your nonprofit’s communications.
The rebranding process takes time and effort, and it can quickly become complicated. To help clear up confusion and get your nonprofit on the way to a successful rebrand, we’ll answer the following four frequently asked questions:
If you launch into your organization’s rebrand and find that you need help, consider reaching out to a creative design agency. These professionals can answer any additional questions you may have and work with you to take your branding strategy to the next level. But before you ask for help, the answers and tips in this guide will help you get the rebranding process started.
1. When should our nonprofit consider rebranding?
Generally speaking, your organization might choose to rebrand when internal and external factors suggest the change could be beneficial. For example, you might consider rebranding when:
You’re trying to boost supporter engagement. If you want to attract a new supporter segment or notice that your current brand doesn’t resonate as strongly with your current donor base as it used to, a fresh image can catch supporters’ attention.
You want to keep up with current design trends. Maybe your marketing content appears outdated because graphic design practices have moved forward in noticeable ways while your branding has remained the same.
Your nonprofit’s values and personality have shifted. For instance, your old pastel color scheme and decorative typography may have represented your organization’s past desire to come across as friendly and inviting. But now, you may want to convey your trustworthiness and professionalism with more streamlined fonts and bolder colors.
Your organization has gone through a period of internal transition. Sometimes when a nonprofit’s leadership changes, the new team chooses to rebrand to reflect the new era the organization is entering.
While any of these situations could make you consider rebranding your nonprofit, avoid changing your brand too often. The main purpose of branding is to make your organization recognizable and memorable for your audience, and making significant updates more often than every five or ten years can create confusion. Additionally, before embarking on a rebrand, ensure you have the time and resources available for brainstorming, commissioning, and implementing new brand elements.
2. What elements of our brand should we update?
Even if you wait several years between rebranding efforts, keep in mind that the scope of your updates will likely differ every time. Some rebrands require a full overhaul, while in other cases, you might just need to make a few small changes.
No matter the scope of your rebrand, you’ll likely consider updating one or more of the following elements:
Color palette. Colors are naturally associated with specific feelings and ideas, so make sure the brand colors you choose align with your organization’s values. For example, having yellow as a primary brand color shows that your nonprofit emphasizes optimism. However, if you’d prefer to convey passion and strength with your brand, you might start using red as your main color instead.
Typography. Make sure your fonts are easy to read and show your nonprofit’s personality. To add visual variety to your content, use two brand typefaces that complement each other. But avoid using more than three fonts to prevent your content from appearing cluttered.
Logo. In addition to updating your logo to reflect your new color and font choices, consider whether it would be beneficial to update the style or imagery to reflect your organization’s identity.
Messaging. The way you write content is just as important to your brand as the visuals you choose. Review your guidelines for tone, word choice, and style so that your written materials accurately communicate your organization’s values.
Loop’s guide to nonprofit branding recommends compiling all of these elements into a single document so that anyone who works on your organization’s communications has a reference for your brand, helping you develop more consistent content. As you rebrand, make sure to update this document with your new brand elements.
3. Who should we involve in the rebranding process?
Because your brand is a representation of your nonprofit’s identity, it’s important to take multiple perspectives into account as you rebrand. Consider consulting the following stakeholders during the rebranding process:
Board members. As your organization’s main representatives in the community, your board can provide both an internal and external perspective on your nonprofit’s mission and values. Plus, they’ll often need to sign off on the rebrand before you roll it out.
Staff members. Depending on the nonprofit jobs they hold, each staff member will experience your organization’s day-to-day work differently and therefore will have unique ideas to contribute to the rebrand.
Supporters. According to NXUnite, asking for supporter feedback is one of the most effective community outreach strategies. And, because supporters’ recognizing your brand is essential for its success, it’s helpful to get their input on what visuals and messaging would make your organization stand out and stick in their minds.
Getting these stakeholders involved early in your rebranding process not only provides new insights into what will make your rebrand succeed, but it also makes everyone aware that you’re rebranding so they aren’t blindsided when you roll out your updates.
4. How should we roll out our new brand?
There are two main things to keep in mind when you’re ready for your rebranding rollout. First, awareness is essential to ensure your brand remains recognizable. Set a date for your big reveal, and communicate regularly with all stakeholders in the weeks leading up to that day.
Second, make sure your rebrand is rolled out consistently across every marketing channel your nonprofit uses. This includes print communications such as fundraising flyers and direct mail, as well as digital channels like email, social media, and your nonprofit’s website. The more your supporters are exposed to your updated brand, the faster they’ll remember it.
The rebranding process will look slightly different for every organization depending on your goals and current brand. However, you should always go in with a clear strategy for why and how you want your rebrand to take place. Use the tips above to get started, and don’t hesitate to reach out to experts with any additional questions.
Google Ads are an incredibly useful tool for expanding your organization’s reach and driving conversions. Plus, eligible nonprofits can take advantage of this resource at no cost through the Google Ad Grants program, which provides applicants with $10,000 in advertising credits each month. This way, you can spread the word about your mission and encourage new audiences to get involved.
To make the most of this nonprofit advertising opportunity, you shouldn’t take a set-it-and-forget-it approach. Instead, revisit your strategy often and look for ways to optimize your Google Ads for maximum effectiveness.
In this guide, you’ll learn the basics of Google Ads optimization, as well as 13 top tips to help you get started. Here’s what we’ll cover:
At Getting Attention, we understand the importance of a strong Google Ads strategy for nonprofits like yours to promote their missions. Our team specializes in Google Ad Grants management, helping nonprofits worldwide optimize their search ads. As you implement the strategies in this guide, don’t hesitate to reach out for expert help at any stage of the optimization process. Let’s dive in!
What Is Google Ads Optimization?
Google Ads optimization is the ongoing process of refining and improving your organization’s Google Ads to improve results and achieve your goals.
As the world’s largest and most widely used online advertising platform, Google Ads have helped countless organizations further their missions. Continuing to re-evaluate the ways you leverage this tool over time comes with a variety of benefits, including:
Increased online conversions such as event sign ups, donations, and volunteer registrations.
Expanded organizational reach to supportersnew and old, inspiring them to take action.
Simultaneous campaigning, including the ability to market multiple ad campaigns with different purposes.
Greater audience understanding to better meet the needs of current and potential donors, volunteers, and advocates.
For nonprofits participating in the Google Ad Grant program, an additional benefit of Google Ads optimization is Google Ad Grants policy compliance. Your Google Ads must follow certain rules for your organization to maintain eligibility for the grant, and regularly optimizing your account allows you to check for and fix any aspects of your campaigns that may be out of line with Google’s guidelines. This way, you can ensure that your Google Ads continue to be a valuable part of your nonprofit’s marketing strategy.
Now that you know why Google Ads optimization is important, let’s dive into our top 13 tips for getting started:
We’ve broken these tips into categories to make them easier for your organization to implement, and the first category we’ll cover is optimizing your overarching Google Ads strategy.
Google Ads Optimization Strategy Tips
Although you likely developed a strategy for leveraging the platform when you first created your account, ensuring this strategy aligns with your nonprofit’s goals will help you maximize your Google Ad Grant over time.
1. Evaluate Your Current Ads
The first step to optimizing your Google Ads campaigns is to evaluate your current ad performance to see what is working and where you have room to improve. To do this, pay attention to four key metrics:
Impressions. An impression occurs every time your ad is displayed or seen by someone searching on Google. First, determine which of your campaigns are getting the most impressions. Then, consider why those ads might be more visible than others—oftentimes, the deciding factor is either ad quality or relevance to the searcher.
Click-Through Rate (CTR). This metric refers to the percentage of users who click on your ad after seeing it. It can be calculated by dividing the number of clicks by the number of impressions and multiplying the result by 100. A high CTR means a large audience is seeing the ad and finding it relevant.
Conversions. A conversion occurs when a user takes a desired action after clicking on your ad, such as donating, registering for an event, or signing up to volunteer. Keeping track of the amount of impressions and clicks that lead to conversions will help you identify which ads in each of your campaigns are performing the best.
Cost per click (CPC). This metric can help you budget your nonprofit’s $10,000 per month from the Google Ad Grant effectively. CPC is affected by the amount you bid for each keyword in your strategy, the keyword’s quality score, and the ad’s placement on the search engine results page (SERP). Examining your ad spend can help you scale your ads appropriately to get them in front of the right audience.
You can access reports on all of these metrics in your nonprofit’s Google Analytics account. The program will even break down the report by time of day, providing even more insight into when your ads perform best.
2. Find and Fill Opportunity Gaps
Using the metrics above to evaluate your current ads can also help you identify opportunities that you haven’t yet taken advantage of or gaps in your strategy that need to be filled. In particular, this process can help you notice lost impressions, which are missed impression opportunities between you and your audience. Analyzing your lost impressions report can help you prioritize the ads that have the most potential to convert.
Additionally, you should regularly compare your Google Ad Grants strategy to your organization’s overarching goals. For instance, if your nonprofit has set a goal to boost online donations by 20% this coming year, you might put more effort into improving and expanding the reach of your Google Ads that link back to the donation form on your website.
Google Ads Optimization Keyword Tips
Keywords are the words or phrases that Google users type into the search bar. When you create a Google Ads campaign, you’ll attach keywords to your ads to trigger their appearance on the SERP when users search those keywords.
Here are three tips to help you optimize your Google Ads keywords for maximum reach.
3. Choose Specific, Relevant Keywords
Your keywords should be closely related to your mission and the desired action attached to each of your Google Ads. This way, you can get your ads in front of the users who are most likely to convert.
Following the Google Ad Grant policies for keywords not only ensures your account is in compliance with the rules, but it’s also helpful in optimizing your strategy. Google’s requirements include:
No single-word keywords unless they’re on the approved list of exceptions. Most single-word keywords are too broad to get your ad in front of an audience who would want to engage with it. For example, if an animal shelter used “cat” as one of their keywords, that would bring up a wide range of search results, many of which have nothing to do with aiding in the shelter’s mission to rescue cats in need. Choosing phrases like “adopt a cat” or “volunteer with cats” could reach the organization’s target audience more effectively.
No overly generic keywords. Remember that the goal of your keyword strategy is to drive conversions from users who are interested in your mission. Generic keywords like “free videos” or “eBook downloads” don’t tend to be helpful in reaching that goal. So, Google doesn’t permit nonprofits to use generic keywords to ensure they use their grant wisely.
No keywords with a quality score of 1 or 2. Quality score is a diagnostic measure that Google uses to determine keyword relevance. It’s calculated using factors like historical impressions for that keyword and expected CTR. Keywords with a quality score of 3 or higher on a scale of 1 to 10 are more likely to convert users and make the grant money your nonprofit spends worth it.
By choosing high-quality, relevant keywords, your ads can effectively engage users who are actively searching for information related to your mission and work. Leverage Google Keyword Planner and other keyword research tools to help you create the most effective strategy for your nonprofit.
4. Consider Keywords’ Search Intent
In addition to keyword quality and relevance, thinking about search intent is essential for getting your Google Ads in front of users who would be interested in them. While there are a variety of reasons why someone would search for different keywords on Google, some of the most common search intents that your nonprofit might target with ads include:
Educational: Users want to learn more about a cause or issue by searching terms like “effects of childhood poverty” or “dog adoption statistics.”
Navigational: Users are looking to access a specific organization’s website by searching a term that includes the nonprofit’s name.
Commercial: Users aren’t necessarily ready to take a desired action yet, but they’re weighing their options through searches such as “volunteer opportunities near me” or “top-rated animal shelters.”
Transactional: Users who search keywords like “sponsor a child” or “adopt a shelter dog” are typically at the point of conversion.
Depending on the keyword’s intent, you can direct audiences who click on your ad to different landing pages. Educational keywords often lend themselves to promoting blog articles, downloadable resources, or case studies. Searchers of navigational keywords usually want to be directed to your homepage, and ads targeting commercial or transactional keywords should link to landing pages where users can fill out a form or take another action.
5. Identify Negative Keywords
Once you’ve determined which keywords you want to target with your ads, you should also identify keywords that don’t relate to your organization’s offerings—also known as negative keywords. Despite the name, negative keywords aren’t inherently bad. They’re just phrases your organization may not want its ads associated with.
Because you spend your Google Ad Grant funds every time someone clicks on one of your ads, it’s vital to exclude irrelevant or wasteful search terms from your campaigns. That way, you can maximize your monthly budget by focusing on ads that are likely to convert users.
Google Ads Optimization Tips for Audience Targeting
Although keywords are essential for your Google Ads to reach the correct audience, there are other targeting strategies you can use to boost clicks and conversions. We’ll discuss three of these in more detail below.
6. Define Your Target Audience
As with any strategy for supporter engagement, it’s important to understand the individuals you want to reach with your various Google Ads. Some segmentation criteria you can use to define your target audience include:
Demographic characteristics such as age, location, education, family status, and wealth.
Giving and involvement history with your organization, including past donation amounts and frequency, volunteer hours, event attendance, and participation in advocacy activities.
Relevant interests and motivations for supporting your nonprofit’s mission.
Once you understand your target audience, you can write ad copy that they’ll be receptive to and add keywords that they’re likely to search for to your strategy. Also, keep in mind that each of your ads might have a slightly different target audience.
7. Leverage Geotargeting
Geotargeting allows your nonprofit to narrow down the audience for a Google Ads campaign to users in a specific geographic area. This is especially useful for marketing in-person events, volunteer opportunities, and services to ensure that the people who see your ad live close enough to benefit from it.
Google Ads provides three overarching location criteria that you can use to get started with geotargeting:
“Target” locations are places where users are physically located in which your ad will be shown.
“Exclude” locations are places where you don’t want a specific ad to appear.
“Location of Interest” places allow ads to be shown to users searching for information about a particular location even if they aren’t physically there when they conduct the search.
From there, you can further refine your geotargeting by inputting custom locations on a map or reaching out to specific demographics within your target locations. You can also adjust your location-specific keyword bids based on where you’re most likely to receive clicks.
8. Create a Remarketing Strategy
In the context of Google Ads, remarketing or retargeting involves showing search ads to audience members who have previously visited your nonprofit’s website but didn’t convert. When these users search for relevant terms, your ads will display higher on the SERP. Retargeted ads may also appear as banners on other websites within the Google Display Network.
Remarketing allows you to re-engage potential supporters who have shown interest in your organization in the past, reminding them about your mission and encouraging them to come back to your site to take a desired action. Your organization can nurture supporter relationships that might otherwise have been lost and increase a variety of conversions, from donations to event attendance to signups for your email newsletter.
Google Ads Optimization Tips for Ad Structure
While the optimization tips we’ve covered so far focus mostly on factors that affect your entire account, the next four will dive deeper into how your individual Google Ads fit into the bigger picture. Your campaigns determine where your website will show up and who will see those ads, and your ad groups, headlines, copy, and landing pages are the deciding factors that affect your CTR and conversion rates.
9. Understand Correct Campaign Flow
We’ve mentioned the terms “campaign,” “ad group,” and “ad” several times throughout this guide. While each refers to a specific element of your Google Ads strategy, they fit together in a specific way, as shown in the diagram below:
Campaigns. These are the largest building blocks of your strategy. You can run up to five campaigns at a time, and each one should be centered around a broad goal such as “volunteering” or “fundraising.”
Ad groups. These are collections of ads that target related sets of keywords. Each campaign should have at least two ad groups to improve keyword alignment and landing page relevance.
Ads. Each individual ad consists of a headline and description that shows up on the SERPs for relevant keywords. For the best user experience, you should have at least two ads per ad group.
The guidelines of having no more than five campaigns, at least two ad groups per campaign, and at least two ads per ad group are also important for your nonprofit to maintain compliance with the Google Ad Grant policies.
10. Improve Headlines and Copy Through A/B Testing
One of the reasons your nonprofit is required to have at least two ads in each ad group is so that you can conduct A/B testing. This process involves comparing two versions of an ad against one another to properly determine which is the optimal performer.
A/B testing can help you improve several aspects of your Google Ad design, including:
Headlines. Your headline is the top, bold line of text in your ad. It’s the first thing users notice when your ad appears on a SERP and the place they click to visit your landing page. Testing multiple variations of the same headline can help you determine which one grabs users’ attention and boosts your CTR the most.
Descriptions. A Google Ad description is usually two lines of text that appear below the headline and let users know why they should click on an ad. As you test different descriptions, optimize them for clicks by incorporating second-person pronouns (you/your/yours), using active verbs, and focusing on benefits to the user.
Landing page choice. With some keywords, the exact user intent may not be clear at first glance. It can be helpful to run two variations of an ad that link to similar landing pages to determine which one users actually want to click. For instance, you could link to your volunteer sign-up form in one version of an ad and a page describing volunteer opportunities at your nonprofit in another to determine whether users who search for your target keyword are ready to convert or need more information before signing up.
The Google Ad Grant policies require your nonprofit to maintain at least a 5% CTR and be able to show a minimum of one meaningful conversion per month to stay eligible for funding. Testing different variations of your ads against each other to see which one leads to the most clicks and conversions can help you comply with this rule.
11. Optimize Your Landing Pages
In order for your nonprofit to receive Ad Grant funding, Google requires that your website have substantial mission-related content and provide a positive user experience. This is also an area where you shouldn’t take a set-it-and-forget-it approach, though. Once you’ve secured your Google Ad Grant, continue to evaluate your landing pages by asking yourself the following questions:
Is the content relevant to users’ needs and the target keyword’s search intent?
Are the visuals and multimedia elements used on the page engaging and accessible?
Does the page have a clear value proposition and call to action?
Additionally, make sure your site loads quickly and is mobile responsive to ensure your audience stays on the landing page long enough to convert.
12. Incorporate Ad Extensions
To make your ads more user-friendly, Google offers a variety of additional features known as ad extensions.There are many different types of extensions, but here are some of the most popular ones for nonprofits to use, as shown in this example from WWF:
Sitelink extensions append links to additional pages on your website, offering more options for audiences to learn more about your cause and get involved.
Call extensions allow users to call your nonprofit simply by clicking on the phone number attached to your ad.
Lead form extensions provide a place for users to submit their contact information directly from the ad so that they can easily ask questions or express interest in receiving communications from your organization.
Callouts are text snippets that highlight key selling points, statistics, or other information about your nonprofit to promote it more effectively.
According to the Google Ad Grants rules, nonprofits have to add at least two sitelink extensions to each ad to maintain compliance. However, you should also experiment with the other types of ad extensions to see which ones boost conversions the most.
Google Ads Optimization Tip for Effective Management
Our final tip for Google Ads optimization is a simple one: In order to continue managing your campaigns over time, work with experts who specialize in all things Google Ad Grants.
13. Work With a Google Grants Management Professional
Google Ad Grants management is a full-time job. Oftentimes, nonprofits will turn to professional consulting agencies to manage their Google Ad Grants accounts. If you do this, make sure to invest in an agency that devotes its time solely to Google Ad Grants.
Getting Attention is one such agency. We’re prepared to help you every step of the way, from submitting your application to setting up your account to optimizing your ads over time.
Some of our core services include:
Completing Google Ad Grant applications and eligibility checks.
Maintaining proper account hygiene.
Conducting keyword research and advising you on which ones to target.
Optimizing, redesigning, and relaunching potential landing pages on your website.
Helping you get your account reactivated if it’s ever suspended for any reason.
If you need additional services outside of these five main solutions, we’re open to discussing our experience and ability to meet your needs. Contact us to learn more about how Getting Attention’s services can help your nonprofit optimize its Google Ads strategy!
Google Ads Optimization: The Bottom Line
Effectively marketing your nonprofit’s mission involves not only taking advantage of the $10,000 in free promotion that the Google Ad Grant provides, but also ensuring your ads continue to perform well over time. Although the optimization process may seem daunting at first, know that you don’t have to go it alone—the experts at Getting Attention are here to help!
To learn more about Google Ads and their purposes, check out these additional resources:
https://gettingattention.org/wp-content/uploads/2021/12/Google-Ads-Optimization_Feature.png14002900Jessica Kinghttps://gettingattention.org/wp-content/uploads/2021/08/getting-attention-logo.svgJessica King2023-08-30 09:05:122024-11-26 16:38:4113+ Simple and Effective Tips for Google Ads Optimization
If you’re familiar with the Google Ad Grants program, you may know that its coordinators enforce a series of Google Ad Grants rules nonprofits must follow to stay eligible. While it’s easy to view the compliance guidelines as limitations, these rules can actually be helpful for optimizing your account.
This complete Ad Grants policy compliance guide will share everything you need to know to keep your account in good standing.
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
5 Ways to Promote Your Nonprofit’s Branding At Your Auction
/in Nonprofit Fundraising, Nonprofit Marketing /by Jessica KingAs a nonprofit leader, you’re focused on one goal: fulfilling your mission. To do this, you work to raise funds and awareness for your cause. Auctions are highly successful fundraisers for nonprofit initiatives, but how can you use them to draw attention to your nonprofit’s mission?
Your nonprofit’s brand elements represent everything your organization stands for, so advertising them is essential to gain recognition and support in the communities you serve. You can easily incorporate this branding into your upcoming auction to remind attendees of the event’s purpose. Let’s explore five ways your organization can pair the power of auctions and nonprofit branding to increase support for its mission.
1. Event landing page
Brand exposure should start at the earliest possible stage in your event planning process: auction promotion. You can spread the word about your upcoming event by leveraging the visibility of your nonprofit’s website—and promote your brand while you’re at it.
To streamline the process, invest in auction software that facilitates event landing page creation. Then, use the page to connect your brand to the event by including:
Once you’ve completed the page, leverage the Google Ad Grant to ensure your page shows up first on Google for relevant keywords. For example, an animal shelter might target the keyword “support stray kittens” with its Google Ads so that an internet user finds the auction page and is encouraged to register for the event.
2. QR Codes
The most important bridge to build at your nonprofit’s auction is between the one-time event and the everlasting need for donor support. You’ll need to shift attendees’ focus from event participation to long-term nonprofit involvement by directing them to your nonprofit’s other resources.
QR codes can initiate this shift by encouraging bidders to explore your nonprofit. First, you’ll need to incorporate them into your event. ClickBid’s guide to silent auction planning recommends preparing QR codes for each auction item. To learn more about an item, bidders will use their phones to scan the code, which directs them to your auction item catalog.
By encouraging auction attendees to explore item information on their phones, you’ll create an opportunity for them to also explore more information about your organization. They can navigate to your nonprofit’s website, details about the event, or any other branded channels that encourage their long-term involvement.
3. Programs and brochures
If you’ve exhausted all your digital marketing options, consider using old-school techniques by printing event programs and brochures with information about your nonprofit. These materials can be passed out at the entrance to the event, placed on seats in the venue, or offered in any other convenient location where most people are likely to pick one up.
Use these reading materials to briefly share your:
Aside from directly addressing your nonprofit’s work, these programs and brochures can display your brand elements like your logo, color palette, typography, and tone. According to Kwala’s guide to nonprofit branding, brand elements such as these are important for unifying your promotional materials. Consistency between your auction pamphlet and other communications will help establish brand credibility and make your nonprofit more recognizable.
4. Branded items
During the event planning process, you’ll need to prepare numerous materials to be used at the auction. The good news is that these materials can display your nonprofit’s branding, drawing extra attention to your organization despite the excitement of enticing auction items and competitive bidding.
Some ideas for branded items that can be used at your auction include:
Depending on the items you choose, you’ll be able to include different elements of your brand. For example, your tagline might look visually appealing on a t-shirt but would be too small to read on a pen. Instead of simply printing your nonprofit’s logo on every material for the event, think strategically about how to make the merchandise visually appealing.
5. Mission-centric presentations
Especially if you decide to leverage mobile bidding software for your auction, you might need to secure entertainment since event attendees won’t be physically placing bids or listening to a live auctioneer. Recruit a presenter to share information about your organization. Consider asking:
After hearing a moving story from a beneficiary or the inspiring vision of a nonprofit board member, your audience will be more than just engaged. These impactful messages are at the heart of your nonprofit’s brand and have the power to turn auction attendees into loyal donors who continue giving beyond your auction.
To truly maximize the impact of your nonprofit’s branding, create a centralized brand kit that lists all of your brand elements and explains how they should be used. Consistent visual elements will make your nonprofit’s communications look more professional and credible. Plus, they’ll catch the attention of anyone who appreciates a great visual look!
5 Tips for Building Your Niche Business’s Online Presence
/in Nonprofit Marketing /by Jessica KingAs the owner of a niche business, you possess a unique offering that sets you apart from the competition. Whether you specialize in artisanal crafts, eco-friendly cleaning products, or doggie daycare services, your distinctiveness is your greatest asset. However, the only way potential customers will discover the incredible value your business has to offer is through a well-crafted online presence.
In this guide, we’ll provide five tips for solidifying your digital footprint. From defining your niche to networking online, these insights will help your small business stand out.
1. Define Your Niche
In a crowded online marketplace, a well-defined niche can help you achieve long-term success. If you haven’t already, work with your team to:
Keep in mind that your niche may change over time. Stay on top of industry trends and adjust your positioning accordingly to ensure that your small business remains relevant online.
2. Leverage Social Media
Social media is a powerful platform for reaching a wide and diverse audience. Plus, it fosters direct and real-time engagement, creating opportunities for meaningful interactions, feedback, and relationship-building.
The specific social media channels that you choose to use will depend on your target audience. However, here are some common platforms that niche small businesses leverage:
Consider using a content calendar to take a consistent and strategic approach to posting on several social media channels. By scheduling posts in advance, you can maintain audience engagement and ultimately improve your brand visibility.
3. Optimize Your Website for SEO
Your website is likely the first place that potential customers go to learn about your products and services, read testimonials, make inquiries, and get to know your business. When your website is optimized for search engines (SEO), it’s more likely to rank higher in Google search results, making it easier for potential customers to find you.
To optimize your small business website, follow these steps:
A common challenge associated with SEO marketing is the ever-changing nature of search engine algorithms. Search engines like Google frequently update their algorithms to improve search results and provide a better user experience. Since these updates can sometimes impact a website’s search rankings, it’s important for your team to stay informed on the latest SEO techniques.
4. Create High-Quality Content
Develop valuable, relevant, and engaging content that resonates with your niche audience. This could include:
Focus on producing high-quality content rather than churning out a large quantity. Well-researched and well-produced content tends to perform better and attract a more engaged audience.
5. Build Online Communities
Online communities, forums, and groups are an opportunity to connect with potential customers both inside and outside of your niche.
For example, a sustainable fashion brand might join a nonprofit podcast focused on environmental conservation to discuss topics related to sustainable fashion, ethical manufacturing, and the importance of conscious consumerism. By sharing their expertise and insights, the brand can contribute valuable content to the podcast and appeal to potential customers from the nonprofit’s audience, who likely share an interest in their business model.
Ensure the community remains a positive and constructive space by moderating discussions, addressing any conflicts or issues, and enforcing community guidelines.
Remember that building an online presence takes effort and consistency. Focus on providing value to your niche audience, and over time, you’ll thrive in the digital marketing space.
Beyond the Basics: 14 Educational Resources for Nonprofits
/in Nonprofit Communications, Nonprofit Fundraising, Nonprofit Tools /by Jessica KingAs a nonprofit professional, you understand the importance of continuous learning. You know that to truly make an impact, you need to go beyond the basics and explore innovative strategies.
In this guide, we’ve compiled a curated list of 14 nonprofit resources that address the unique needs and challenges of the mission-driven sector. For easy browsing, we organized the resources into the following categories:
Whether you’re looking to enhance your fundraising strategies, improve your management skills, or gain a deeper understanding of marketing, putting these resources to use will take your nonprofit to new heights.
Fundraising Resources for Nonprofits
Nonprofits rely on fundraising to support their programs and fuel their mission. These nonprofit resources will teach you how to diversify your fundraising efforts and effectively plan, implement, and manage campaigns.
Association of Fundraising Professionals (AFP)
The Association of Fundraising Professionals (AFP) is a professional membership organization that represents individuals and organizations involved in the fundraising and philanthropic sector. It’s one of the world’s largest communities of fundraising professionals, with members from more than 240 chapters across the globe.
Visit AFP’s website for access to:
Double the Donation
Far too often, nonprofits miss out on valuable donations because donors are unaware that their employers offer corporate matching gifts. Double the Donation provides a solution to this issue with 360MatchPro, a platform that automates and streamlines the matching gift process.
To learn more about matching gifts, you can explore Double the Donation’s:
The Fundraising Authority
The Fundraising Authority is an online resource hub that gives fundraising professionals practical financial guidance, tools, and advice. It was founded by Joe Garecht, a fundraising consultant, with the goal of helping nonprofits improve their fundraising efforts.
Some standout offerings include:
The Fundraising Coach
Marc Pitman, also known as “The Fundraising Coach,” is a well-known figure in the nonprofit sector, and his website offers a range of resources that help nonprofits enhance their fundraising efforts, including:
Marketing and Communication Resources for Nonprofits
Nonprofits thrive when they have strong marketing and communication skills. Learn how to engage your community, raise brand awareness, and drive support to your cause with these nonprofit resources.
Getting Attention
Getting Attention is a nonprofit marketing agency specializing in Google Ad Grant management. We help mission-driven organizations secure $10,000 in free ad spend per month. Additionally, we have an extensive library of free nonprofit resources that explore everything you need to know about Google Ad Grants, including:
Marketing With Purpose Podcast
The Marketing With Purpose Podcast is hosted by Monica Pitts, founder of MayeCreate, a web design company. Pitts and her team guide nonprofits through the complex landscape of digital marketing in a light-hearted, entertaining platform.
In addition to listening to the podcast for marketing advice, you can:
HubSpot Academy
HubSpot Academy offers a range of marketing courses that, while not specific to nonprofits, cover marketing strategies, content creation tips, and communication tactics that can be applied to your own outreach efforts. Plus, the academy’s blogs offer a wealth of smart, valuable tips that any organization can apply to its marketing strategy. Explore HubSpot Academy’s:
Resources for Nonprofit Statistics and Trends
Industry statistics and trends provide valuable insights into the current landscape and future direction of the nonprofit sector. By staying informed, nonprofits can identify emerging opportunities, anticipate challenges, and adjust their strategic plans accordingly.
Top Nonprofits
Top Nonprofits’ mission is to support the growth and development of nonprofits by sharing best practices and providing subject matter expertise. The website includes articles, guides, and webinars about a range of topics, including but not limited to:
Candid
Candid is the result of a merger between Foundation Center and GuideStar, two organizations dedicated to creating resources that support philanthropy and social good. Through their website, Candid produces research reports, studies, and publications related to philanthropy and the social sector. In addition, Candid offers:
Nexus Research Library
The Nexus Research Library is a collection of articles and statistics that can assist mission-driven organizations in staying informed about the latest trends. Whether you run a nonprofit, association, museum, or school, there is information to guide your decision-making. In the Research Libary, you can:
M+R Benchmarks
Each year, M+R Benchmarks publishes a report on trends relevant to the nonprofit sector. In addition to browsing the latest fundraising and marketing data, you can explore the:
Networking Resources for Nonprofits
Building relationships and partnerships within the industry allows nonprofits to leverage each other’s strengths, share resources, and work together to achieve common goals. Explore these top networking resources to connect with like-minded organizations.
NXUnite
NXUnite partners with experts and influencers in the nonprofit sector to bring educational content to its users, covering topics such as grant writing, nonprofit branding, and community engagement strategies. To take part in their networking opportunities, you can:
LinkedIn for Nonprofits
LinkedIn for Nonprofits offers a variety of groups specifically tailored to nonprofit professionals. These groups provide a space for discussions, sharing best practices, and networking with peers and industry experts. Plus, your nonprofit will receive access to:
NTEN Nonprofit Technology Conference
The NTEN Nonprofit Technology Conference is an annual conference that brings together nonprofit professionals, technology experts, and thought leaders in the sector. It covers a variety of topics related to technology for nonprofits, including online fundraising, social media marketing, cybersecurity, and cloud computing.
At the conference, your nonprofit can:
Wrapping Up: Additional Resources for Nonprofits
Remember, the journey of learning and growth is ongoing. Stay curious, open-minded, and eager to explore new information. Doing so will help your nonprofit stay ahead of the curve and make a lasting impact in your community.
For access to more nonprofit resources, explore these free guides from Getting Attention:
Getting Your Nonprofit Tagline Right: Top Tips and Examples
/in Nonprofit Communications /by Jessica KingTaglines are the quickest and most efficient way in your marketing strategy to tell people about your nonprofit’s mission. In one short phrase, you can tell your audience who your organization is and why they should care.
Think about Nike’s “Just Do It” or Little Caesar’s “Hot ‘n’ Ready” – these taglines give the brands more energy and character. A great tagline can work the same magic for your nonprofit.
Even though they are an incredibly useful tool, taglines are overlooked in the nonprofit world. In this guide, you’ll learn about taglines and how to write one for your mission-driven organization. Here’s what we’ll cover:
Read on and you’ll be ready to create a clear, concise, and catchy tagline for your nonprofit in no time.
What is a nonprofit tagline?
A tagline is a short, memorable phrase that succinctly captures a brand’s message. Once it becomes well known, a tagline also acts as a way to easily identify the brand it represents. Specifically for a nonprofit organization, a tagline should communicate its mission and purpose.
5 Types of Taglines
There are five types of taglines that are commonly seen in the nonprofit marketing sphere:
A quick note: Taglines are not the same as slogans. A tagline is one phrase for the overarching idea of an organization. Slogans, on the other hand, accompany specific marketing campaigns. An organization could have multiple slogans for many different campaigns, but it will only ever have one tagline at a time.
Do nonprofits have taglines?
The short answer to the question of if nonprofits have taglines is yes, they do have taglines. However, seven out of 10 nonprofits rated their tagline as poor or didn’t have one at all. That means they’re not nearly as abundant as they should be.
If you fall within that seven out of 10 designations, it’s worthwhile to reevaluate your nonprofit’s tagline strategy. Here are three benefits to having an effective tagline for your mission-driven organization:
With the combined advantages of differentiation, high-quality branding, and consistency, your nonprofit marketing will become much more recognizable. Not only will this make you stand out from the crowd, but it can also give you a leg up in the digital marketing space.
For example, you can maximize programs like the Google Ad Grant with an impressive nonprofit tagline. If your nonprofit’s tagline conveys a particular sentiment or mission, the Google Ads funded by the Ad Grants can reflect the same message. This consistency then reinforces your organization’s brand and mission to potential donors, volunteers, and beneficiaries.
Interested in learning more about the Google Ad Grant program? Check out this video:
Now that you know the benefits of a stellar nonprofit tagline, let’s break down the criteria necessary to achieve one.
What makes a good tagline?
Coming up with a phrase that represents the entirety of your nonprofit in eight short words (or less!) is no easy task. Luckily, we’ve compiled a list of characteristics that will make your tagline stand out from the rest. We’ve also got the steps you can take when you start the process of drafting your own.
6 Attributes of a Strong Tagline
Let’s start with the attributes of a strong tagline:
Get creative, and write something memorable while also accurately representing your mission.
5 Steps to Coming Up With Your Very Own Tagline
Your nonprofit needs to know what it’s aiming for before diving in, but be open to where the brainstorming process takes you. Here are our five steps for writing a tagline:
Keep in mind that a tagline is one part of your nonprofit’s overall marketing plan. For your tagline to be relevant it needs to make sense within the context of your organization and its overarching audience and goals.
Top Nonprofit Taglines
So far, we’ve given you some examples of memorable taglines in the for-profit space. Now we’ll provide you with some nonprofit taglines—ones that are more similar to your organization.
Here is a list of 12 strong nonprofit taglines organized by the size or vertical of the nonprofit:
Global Nonprofits
These examples come from organizations whose mission extends to the entire world. Check out their taglines for clear illustrations of how to condense such a large concept into eight words or less.
This tagline is simple, meaningful, and memorable. The repetition sticks in people’s heads, and the welcoming nature of the writing reflects what this organization is about. According to its website, the mission of the United Methodist Church is “to make disciples of Jesus Christ for the transformation of the world.” With its tagline, the church is communicating that it is open to all people joining its mission.
An even better example of simplicity, UNICEF’s tagline clocks in at three words and expresses what UNICEF is about at its core: working toward the “survival, protection, and development” of children all across the world, according to its website.
Nonprofits of this size need worldwide recognition, and they utilize taglines to help achieve it.
U.S. Nonprofits
Although these examples come from nonprofits slightly smaller than those of the former examples, their taglines feel equally as strong. Read on to see how national nonprofits tackle taglines:
The United Negro College Fund “envisions a nation where all Americans have equal access to a college education that prepares them for rich intellectual lives” and works to increase the total number of Black college graduates in the U.S., according to its website. This tagline provokes thought relevant to the organization’s mission, calling on their audience to ponder how valuable people’s minds are—and subsequently, consider what they can do to encourage educational growth.
Every word in this tagline holds enormous weight in the message it’s conveying. Common Cause is a nonprofit that exists to ensure the United States’ democracy fairly serves all its constituents, and it does so by fighting for pro-democracy legislation like the recent Freedom to Vote Act. Their tagline succinctly expresses that sentiment— and it has a serious tone that matches the organization itself, too.
The United Negro College Fund and Common Cause are excellent models for provocative and descriptive taglines, respectively. Think about which type would best fit your nonprofit.
Local Nonprofits
Now we’ll look at nonprofits that while small in size, have taglines that feel larger than life.
Just because this nonprofit operates in a smaller area doesn’t mean its tagline is any less impactful. The Montana Historical Society describes itself as a “guardian of Montana’s history,” a history that this tagline appealingly illustrates as an expansive one full of sky and land.
Second Helpings Atlanta is a locally based nonprofit that fights both food insecurity and food waste in the metro Atlanta area by delivering leftover food from restaurants and grocery stores to food banks and individuals in need. This tagline is on the longer side, yet it remains memorable and clearly depicts what SHA volunteers do: drive leftover food from somewhere that doesn’t need it to someone who does.
Healthcare Nonprofits
Because health-related missions can be sensitive and require swift support, these organizations must use their tagline to build trust and form an emotional connection. Let’s review how these top healthcare nonprofits use their tagline’s language to inspire compassion and credibility:
St. Jude is “leading the way the world understands, treats, and defends childhood cancer and other life-threatening diseases” through advancing cures and prevention. The organization has been around since 1962 and dreams that no child should pass before the dawn of life.
St. Jude’s descriptive tagline gets right to the heart of its purpose. The simple phrase discusses how the organization uses its funding and why people should care.
The American Cancer Society is a leading cancer-fighting organization dedicated to ending cancer for everyone. They seek to improve the lives of people with cancer and their families through research, advocacy, and patient support.
This tagline provokes a sense of hope that aligns with the American Cancer Society’s positive tone. Previous campaigns such as “the official sponsor of birthdays” have contributed to the organization’s upbeat determination to beat the disease for good.
Environmental Nonprofits
Nonprofits dedicated to protecting the environment need taglines that will inspire hope and drive others to join in protecting that hope. Additionally, many environmental nonprofits cover several different initiatives, so their tagline can’t box them in. Let’s review how the World Wildlife Fund and Sierra Club structured their taglines:
For 60 years, WWF has helped both people and animals thrive in nearly 100 different countries. The organization collaborates with communities to develop and deliver lasting solutions to wildlife problems. WWF’s work extends into climate, food, freshwater, forest, ocean, and other wildlife-related initiatives to achieve a thriving planet.
WWF’s tagline captures these ambitious goals by staying descriptive yet being all-encompassing. Because the WWF has several goals, using “planet” rather than “community” or “wildlife” shows that each solution is interconnected and will ultimately benefit the whole planet.
The Sierra Club is a grassroots organization located in the United States that exists to defend everyone’s right to a healthy world. Their work promotes the responsible use of the earth’s ecosystems and resources in addition to educating others about protecting the environment.
The organization’s descriptive tagline goes beyond just suggesting that we should protect the planet just for protection’s sake. Rather, it suggests that the planet is worth protecting because it’s where we explore and enjoy life.
Human Rights Nonprofits
By nature, human rights Nonprofits carry heavy emotional undertones. To strike the right chord with their taglines, they must inspire action without digging too deeply into negative emotions. Both Amnesty International and CARE do a stellar job at this:
Amnesty International is a global movement that campaigns against human rights abuse. The organization’s initiatives include topics such as child rights, climate change, police brutality, international justice, and many more campaigns created to achieve justice.
This provocative tagline implies that Amnesty International wants to turn sympathetic feelings into action. The organization’s robust research advocacy, lobbying, and campaigns were created and funded to make change happen.
CARE works globally to save lives, defeat poverty, and achieve social justice. Specifically, the organization focuses on aiding women and girls in need and advocating for equal rights opportunities. Their work spans climate, food and water, health, education and work, and equality-related goals to offer a better life of dignity and security.
CARE’s inclusion of dignity within its tagline speaks to its hope of restoring the integrity of others. Its transformative programs act as a pathway to an enriching life.
Wrapping up
A strong, well-written tagline can elevate your nonprofit’s brand and marketing efforts. We hope this article has been helpful to you in learning what a tagline is, why they’re important, how to create a great one, and what examples are out there.
Getting Attention can also help take your marketing strategy to the next level, especially in getting your brand new tagline to the top of Google’s search results. Get a free consultation today!
Here are three extra educational resources to help boost your nonprofit marketing strategy:
Rebranding Your Nonprofit: 4 Frequently Asked Questions
/in Nonprofit Marketing /by Jessica KingYour nonprofit’s brand should be a visual and verbal representation of your mission, values, and personality. And when you first developed it, it likely fulfilled that purpose. But what happens when your organizational identity no longer aligns with your brand identity?
If your nonprofit finds itself in this situation, it may be time for a rebrand! A successful rebranding effort starts with taking a step back to examine who you are as an organization and how your brand strategy can better reflect that. After this initial brainstorming, it’s time to creatively re-envision your messaging and visuals, which you’ll eventually roll out in your nonprofit’s communications.
The rebranding process takes time and effort, and it can quickly become complicated. To help clear up confusion and get your nonprofit on the way to a successful rebrand, we’ll answer the following four frequently asked questions:
If you launch into your organization’s rebrand and find that you need help, consider reaching out to a creative design agency. These professionals can answer any additional questions you may have and work with you to take your branding strategy to the next level. But before you ask for help, the answers and tips in this guide will help you get the rebranding process started.
1. When should our nonprofit consider rebranding?
Generally speaking, your organization might choose to rebrand when internal and external factors suggest the change could be beneficial. For example, you might consider rebranding when:
While any of these situations could make you consider rebranding your nonprofit, avoid changing your brand too often. The main purpose of branding is to make your organization recognizable and memorable for your audience, and making significant updates more often than every five or ten years can create confusion. Additionally, before embarking on a rebrand, ensure you have the time and resources available for brainstorming, commissioning, and implementing new brand elements.
2. What elements of our brand should we update?
Even if you wait several years between rebranding efforts, keep in mind that the scope of your updates will likely differ every time. Some rebrands require a full overhaul, while in other cases, you might just need to make a few small changes.
No matter the scope of your rebrand, you’ll likely consider updating one or more of the following elements:
Loop’s guide to nonprofit branding recommends compiling all of these elements into a single document so that anyone who works on your organization’s communications has a reference for your brand, helping you develop more consistent content. As you rebrand, make sure to update this document with your new brand elements.
3. Who should we involve in the rebranding process?
Because your brand is a representation of your nonprofit’s identity, it’s important to take multiple perspectives into account as you rebrand. Consider consulting the following stakeholders during the rebranding process:
Getting these stakeholders involved early in your rebranding process not only provides new insights into what will make your rebrand succeed, but it also makes everyone aware that you’re rebranding so they aren’t blindsided when you roll out your updates.
4. How should we roll out our new brand?
There are two main things to keep in mind when you’re ready for your rebranding rollout. First, awareness is essential to ensure your brand remains recognizable. Set a date for your big reveal, and communicate regularly with all stakeholders in the weeks leading up to that day.
Second, make sure your rebrand is rolled out consistently across every marketing channel your nonprofit uses. This includes print communications such as fundraising flyers and direct mail, as well as digital channels like email, social media, and your nonprofit’s website. The more your supporters are exposed to your updated brand, the faster they’ll remember it.
The rebranding process will look slightly different for every organization depending on your goals and current brand. However, you should always go in with a clear strategy for why and how you want your rebrand to take place. Use the tips above to get started, and don’t hesitate to reach out to experts with any additional questions.
13+ Simple and Effective Tips for Google Ads Optimization
/in Google Ad Grants, Nonprofit Communications /by Jessica KingGoogle Ads are an incredibly useful tool for expanding your organization’s reach and driving conversions. Plus, eligible nonprofits can take advantage of this resource at no cost through the Google Ad Grants program, which provides applicants with $10,000 in advertising credits each month. This way, you can spread the word about your mission and encourage new audiences to get involved.
To make the most of this nonprofit advertising opportunity, you shouldn’t take a set-it-and-forget-it approach. Instead, revisit your strategy often and look for ways to optimize your Google Ads for maximum effectiveness.
In this guide, you’ll learn the basics of Google Ads optimization, as well as 13 top tips to help you get started. Here’s what we’ll cover:
At Getting Attention, we understand the importance of a strong Google Ads strategy for nonprofits like yours to promote their missions. Our team specializes in Google Ad Grants management, helping nonprofits worldwide optimize their search ads. As you implement the strategies in this guide, don’t hesitate to reach out for expert help at any stage of the optimization process. Let’s dive in!
What Is Google Ads Optimization?
Google Ads optimization is the ongoing process of refining and improving your organization’s Google Ads to improve results and achieve your goals.
As the world’s largest and most widely used online advertising platform, Google Ads have helped countless organizations further their missions. Continuing to re-evaluate the ways you leverage this tool over time comes with a variety of benefits, including:
For nonprofits participating in the Google Ad Grant program, an additional benefit of Google Ads optimization is Google Ad Grants policy compliance. Your Google Ads must follow certain rules for your organization to maintain eligibility for the grant, and regularly optimizing your account allows you to check for and fix any aspects of your campaigns that may be out of line with Google’s guidelines. This way, you can ensure that your Google Ads continue to be a valuable part of your nonprofit’s marketing strategy.
Google Ads Optimization Tips Overview
Now that you know why Google Ads optimization is important, let’s dive into our top 13 tips for getting started:
We’ve broken these tips into categories to make them easier for your organization to implement, and the first category we’ll cover is optimizing your overarching Google Ads strategy.
Google Ads Optimization Strategy Tips
Although you likely developed a strategy for leveraging the platform when you first created your account, ensuring this strategy aligns with your nonprofit’s goals will help you maximize your Google Ad Grant over time.
1. Evaluate Your Current Ads
The first step to optimizing your Google Ads campaigns is to evaluate your current ad performance to see what is working and where you have room to improve. To do this, pay attention to four key metrics:
You can access reports on all of these metrics in your nonprofit’s Google Analytics account. The program will even break down the report by time of day, providing even more insight into when your ads perform best.
2. Find and Fill Opportunity Gaps
Using the metrics above to evaluate your current ads can also help you identify opportunities that you haven’t yet taken advantage of or gaps in your strategy that need to be filled. In particular, this process can help you notice lost impressions, which are missed impression opportunities between you and your audience. Analyzing your lost impressions report can help you prioritize the ads that have the most potential to convert.
Additionally, you should regularly compare your Google Ad Grants strategy to your organization’s overarching goals. For instance, if your nonprofit has set a goal to boost online donations by 20% this coming year, you might put more effort into improving and expanding the reach of your Google Ads that link back to the donation form on your website.
Google Ads Optimization Keyword Tips
Keywords are the words or phrases that Google users type into the search bar. When you create a Google Ads campaign, you’ll attach keywords to your ads to trigger their appearance on the SERP when users search those keywords.
Here are three tips to help you optimize your Google Ads keywords for maximum reach.
3. Choose Specific, Relevant Keywords
Your keywords should be closely related to your mission and the desired action attached to each of your Google Ads. This way, you can get your ads in front of the users who are most likely to convert.
Following the Google Ad Grant policies for keywords not only ensures your account is in compliance with the rules, but it’s also helpful in optimizing your strategy. Google’s requirements include:
By choosing high-quality, relevant keywords, your ads can effectively engage users who are actively searching for information related to your mission and work. Leverage Google Keyword Planner and other keyword research tools to help you create the most effective strategy for your nonprofit.
4. Consider Keywords’ Search Intent
In addition to keyword quality and relevance, thinking about search intent is essential for getting your Google Ads in front of users who would be interested in them. While there are a variety of reasons why someone would search for different keywords on Google, some of the most common search intents that your nonprofit might target with ads include:
Depending on the keyword’s intent, you can direct audiences who click on your ad to different landing pages. Educational keywords often lend themselves to promoting blog articles, downloadable resources, or case studies. Searchers of navigational keywords usually want to be directed to your homepage, and ads targeting commercial or transactional keywords should link to landing pages where users can fill out a form or take another action.
5. Identify Negative Keywords
Once you’ve determined which keywords you want to target with your ads, you should also identify keywords that don’t relate to your organization’s offerings—also known as negative keywords. Despite the name, negative keywords aren’t inherently bad. They’re just phrases your organization may not want its ads associated with.
Because you spend your Google Ad Grant funds every time someone clicks on one of your ads, it’s vital to exclude irrelevant or wasteful search terms from your campaigns. That way, you can maximize your monthly budget by focusing on ads that are likely to convert users.
Google Ads Optimization Tips for Audience Targeting
Although keywords are essential for your Google Ads to reach the correct audience, there are other targeting strategies you can use to boost clicks and conversions. We’ll discuss three of these in more detail below.
6. Define Your Target Audience
As with any strategy for supporter engagement, it’s important to understand the individuals you want to reach with your various Google Ads. Some segmentation criteria you can use to define your target audience include:
Once you understand your target audience, you can write ad copy that they’ll be receptive to and add keywords that they’re likely to search for to your strategy. Also, keep in mind that each of your ads might have a slightly different target audience.
7. Leverage Geotargeting
Geotargeting allows your nonprofit to narrow down the audience for a Google Ads campaign to users in a specific geographic area. This is especially useful for marketing in-person events, volunteer opportunities, and services to ensure that the people who see your ad live close enough to benefit from it.
Google Ads provides three overarching location criteria that you can use to get started with geotargeting:
From there, you can further refine your geotargeting by inputting custom locations on a map or reaching out to specific demographics within your target locations. You can also adjust your location-specific keyword bids based on where you’re most likely to receive clicks.
8. Create a Remarketing Strategy
In the context of Google Ads, remarketing or retargeting involves showing search ads to audience members who have previously visited your nonprofit’s website but didn’t convert. When these users search for relevant terms, your ads will display higher on the SERP. Retargeted ads may also appear as banners on other websites within the Google Display Network.
Remarketing allows you to re-engage potential supporters who have shown interest in your organization in the past, reminding them about your mission and encouraging them to come back to your site to take a desired action. Your organization can nurture supporter relationships that might otherwise have been lost and increase a variety of conversions, from donations to event attendance to signups for your email newsletter.
Google Ads Optimization Tips for Ad Structure
While the optimization tips we’ve covered so far focus mostly on factors that affect your entire account, the next four will dive deeper into how your individual Google Ads fit into the bigger picture. Your campaigns determine where your website will show up and who will see those ads, and your ad groups, headlines, copy, and landing pages are the deciding factors that affect your CTR and conversion rates.
9. Understand Correct Campaign Flow
We’ve mentioned the terms “campaign,” “ad group,” and “ad” several times throughout this guide. While each refers to a specific element of your Google Ads strategy, they fit together in a specific way, as shown in the diagram below:
The guidelines of having no more than five campaigns, at least two ad groups per campaign, and at least two ads per ad group are also important for your nonprofit to maintain compliance with the Google Ad Grant policies.
10. Improve Headlines and Copy Through A/B Testing
One of the reasons your nonprofit is required to have at least two ads in each ad group is so that you can conduct A/B testing. This process involves comparing two versions of an ad against one another to properly determine which is the optimal performer.
A/B testing can help you improve several aspects of your Google Ad design, including:
The Google Ad Grant policies require your nonprofit to maintain at least a 5% CTR and be able to show a minimum of one meaningful conversion per month to stay eligible for funding. Testing different variations of your ads against each other to see which one leads to the most clicks and conversions can help you comply with this rule.
11. Optimize Your Landing Pages
In order for your nonprofit to receive Ad Grant funding, Google requires that your website have substantial mission-related content and provide a positive user experience. This is also an area where you shouldn’t take a set-it-and-forget-it approach, though. Once you’ve secured your Google Ad Grant, continue to evaluate your landing pages by asking yourself the following questions:
Additionally, make sure your site loads quickly and is mobile responsive to ensure your audience stays on the landing page long enough to convert.
12. Incorporate Ad Extensions
To make your ads more user-friendly, Google offers a variety of additional features known as ad extensions. There are many different types of extensions, but here are some of the most popular ones for nonprofits to use, as shown in this example from WWF:
According to the Google Ad Grants rules, nonprofits have to add at least two sitelink extensions to each ad to maintain compliance. However, you should also experiment with the other types of ad extensions to see which ones boost conversions the most.
Google Ads Optimization Tip for Effective Management
Our final tip for Google Ads optimization is a simple one: In order to continue managing your campaigns over time, work with experts who specialize in all things Google Ad Grants.
13. Work With a Google Grants Management Professional
Google Ad Grants management is a full-time job. Oftentimes, nonprofits will turn to professional consulting agencies to manage their Google Ad Grants accounts. If you do this, make sure to invest in an agency that devotes its time solely to Google Ad Grants.
Getting Attention is one such agency. We’re prepared to help you every step of the way, from submitting your application to setting up your account to optimizing your ads over time.
Some of our core services include:
If you need additional services outside of these five main solutions, we’re open to discussing our experience and ability to meet your needs. Contact us to learn more about how Getting Attention’s services can help your nonprofit optimize its Google Ads strategy!
Google Ads Optimization: The Bottom Line
Effectively marketing your nonprofit’s mission involves not only taking advantage of the $10,000 in free promotion that the Google Ad Grant provides, but also ensuring your ads continue to perform well over time. Although the optimization process may seem daunting at first, know that you don’t have to go it alone—the experts at Getting Attention are here to help!
To learn more about Google Ads and their purposes, check out these additional resources:
Google Ad Grants Rules: 9 Compliance Policies to Know
/in Google Ad Grants /by Jessica KingIf you’re familiar with the Google Ad Grants program, you may know that its coordinators enforce a series of Google Ad Grants rules nonprofits must follow to stay eligible. While it’s easy to view the compliance guidelines as limitations, these rules can actually be helpful for optimizing your account.
This complete Ad Grants policy compliance guide will share everything you need to know to keep your account in good standing.
Read more
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: