Read up on top peer-to-peer platforms that help double donations and improve fundraising.

Peer-to-Peer Platforms | 14 Picks That Double Your Donations

Peer-to-peer fundraising is a powerful form of nonprofit fundraising in which organizations equip their supporters to raise money on their behalf. In order to do so effectively, these dedicated individuals require the right tools⁠—or peer-to-peer platforms⁠—to manage their fundraising from start to finish.

This fundraising strategy (also referred to as social fundraising or P2P giving) enables nonprofits to reach larger audiences, engage with new supporters, and raise a ton of funding for their causes.

The first step? Determining the best solution for your team⁠and there are a lot of software choices to explore. That’s why, here at Getting Attention, we’ve crafted this useful guide with reviews of powerful providers. We’ll cover the following:

  1. CharityEngine
  2. Classy
  3. Click & Pledge
  4. Donately
  5. DonorDrive
  6. Fundly
  7. GiveWP
  8. iDonate
  9. OneCause
  10. Neon Fundraise
  11. nSpire
  12. Qgiv
  13. Salsa Labs
  14. Soapbox Engage

These peer-to-peer platforms will equip any nonprofit with the tools they need to raise more through social fundraising strategies. And when you prioritize solutions that offer corporate matching gift functionality as well, you can set your teams up for even greater success.

Are you ready to explore our alphabetized catalog of top suggestions? Let’s dive in!

CharityEngine is one of our favorite peer-to-peer platforms.

1. CharityEngine

CharityEngine is an all-in-one nonprofit donor management and fundraising platform designed to aid organizations in a wide range of fundraising efforts. Within their greater online fundraising solution is an innovative peer-to-peer platform that is ready to provide groups and individual fundraisers with the powerful software they need to succeed.

Key peer-to-peer features of the CharityEngine platform include personalized campaign microsites, event management integrations, customizable team and personal fundraising pages, and strategic fundraising goal-tracking tools.

Plus, CharityEngine encourages matching gifts within peer-to-peer campaigns, made possible through a seamless integration with Double the Donation’s matching gift automation tool. With 360MatchPro by Double the Donation integrated with your campaign pages, donors will be prompted to enter their employment information upon submitting their gifts. This will encourage more individuals to request matches and lead to increased match revenue overall.

Classy is one of our favorite peer-to-peer platforms.

2. Classy

Classy is a comprehensive online fundraising solution complete with peer-to-peer functionality and a mission to accelerate social impact. Since its foundation, the Classy platform has partnered with over 6,000 nonprofit organizations to collect and process more than $3 billion in donation revenue.

Classy’s top peer-to-peer features include mobile-responsive and easily editable fundraising pages for individuals and teams, built-in tips and expert fundraising guidance, automated email workflows to coach, motivate, and thank volunteer fundraisers, and built-in social and text sharing.

To increase matching gift funding in the peer-to-peer giving process, Classy integrates with industry-leading matching gift software provider, Double the Donation. When donors give, they’re presented with matching gift information within the online donation form and confirmation page, along with follow-up outreach after making their donation. The more donors are aware of matching gift opportunities, the more matches you can secure for your cause!

Click & Pledge is one of our favorite peer-to-peer platforms.

3. Click & Pledge

Click & Pledge is a powerful online fundraising platform available to help nonprofits and their dedicated supporters set up and manage effective fundraising campaigns. With a wide range of solutions, including peer-to-peer, in-person, video, event, text fundraising, and more, Click & Pledge has assisted more than 20,000 nonprofit causes to raise over $1 billion overall.

Among other fundraising solutions, Click & Pledge’s peer-to-peer platform incorporates top features such as SEO-optimized fundraising pages, goal and progress tracking through campaign meters, and custom reports and real-time dashboards.

Click & Pledge integrates with Double the Donation as well to provide users with best-in-class matching gift fundraising software. As donors complete their online peer-to-peer giving forms, users are encouraged to enter their employer’s name in an optional search field. If completed, automated follow-ups are triggered via email to encourage donors to take the next steps and request their company match. The easier it is for donors to complete the matching gift submission process, the more matches you’ll likely receive.

Donately is one of our favorite peer-to-peer platforms.

4. Donately

Donately is an online solution dedicated to creating innovative and effective online donation forms and fundraising pages. Working with all sorts of nonprofits, churches, businesses, and agencies, this fundraising solution aims to simplify the donation process on both the donors’ end and the organization’s.

Donately’s intuitive tools include a powerful peer-to-peer platform with features such as cohesive fundraising pages that are branded to the organization with personalized aspects from each individual, fundraiser progress tracking bars, and social sharing tools to further spread the word about your campaign.

Since matching gifts are such an easy way to increase campaign revenue without having to reach even more individual donors, Donately integrates with Double the Donation to offer innovative matching gift functionality in their donation process. As supporters complete their donations, they’re encouraged to enter their employer name to be provided with company-specific matching gift information following the transaction. This significantly increases awareness surrounding matching gift programs, leading to boosted engagement and additional corporate matches.

DonorDrive is one of our favorite peer-to-peer platforms.

5. DonorDrive

DonorDrive is an online fundraising platform that works with nonprofits, healthcare organizations, and higher education institutions to simplify online giving and assist in raising more for their causes. With a charity fundraising app, virtual campaign functionality, online donation campaigns, peer-to-peer giving, and more, DonorDrive users have the tools they need to power their missions effectively.

Within the peer-to-peer giving realm, DonorDrive offers top features such as personalized coaching, social media integrations, flexible event configuration, automated communication, and real-time data insights.

Not to mention, DonorDrive partners with Double the Donation⁠—the leading provider of matching gift software⁠—to incorporate matching gift fundraising into their online donations and peer-to-peer processes. Within the online giving form, donors are asked to enter their employer’s name. If they do so, they’ll receive company-specific matching gift guidelines and links to their employer’s submission forms upon completing their donation transaction. Eligible donors are encouraged to pursue a company match for your organization, which drives additional revenue to your mission.

Fundly is one of our favorite peer-to-peer platforms.

6. Fundly

Fundly is an easy-to-use crowdfunding and peer-to-peer platform for nonprofits and individual fundraisers alike. Fundraisers on Fundly can easily get started raising money for just about any cause they’d like, as well as effortlessly enlist dedicated supporters to join the campaign.

Fundly’s peer-to-peer platform features include a built-in event module, donor density geographic heat maps, individual cause pages, giving levels and incentives, embeddable campaign cards and buttons, and seamless Facebook integrations.

In order to provide best-in-class matching gift functionality in their peer-to-peer campaigns as well, Fundly integrates seamlessly with Double the Donation’s matching gift software. Donors are encouraged to enter their employer’s name during the donation process and are then met with targeted matching gift details on the confirmation page and in email follow-ups. By identifying more match-eligible donations, the integration aids in driving additional matches and boosting total revenue.

GiveWP is one of our favorite peer-to-peer platforms.

7. GiveWP

GiveWP is a fantastic WordPress donation plugin option that enables all sorts of groups and organizations to raise money for their mission needs. This open-source suite of tools makes fundraising quick and easy with the goal of “democratizing generosity.” Plus, they offer powerful add-ons to the basic solution with peer-to-peer giving, recurring donations, marketing tools, and more.

Top features of GiveWP’s peer-to-peer platform include fundraising goal progress bars for individuals, teams, and total raised, social sharing abilities with built-in calls-to-action, donation flexibility with funds and designations, integrated sponsorship information, and tribute giving functionality in memory of loved ones.

Additionally, GiveWP integrates with the top matching gift software provider, Double the Donation, to provide users with best-in-class matching gift software alongside their peer-to-peer fundraising tools. During the donation process, supporters are encouraged to enter their employer’s name in an embedded search widget. For those who do, they’re met with targeted match guidelines and forms on the confirmation page, driving next steps and motivating donors to complete the match process for your organization. Thus, resulting in free matching gift revenue and increased donor engagement.

iDonate is one of our favorite peer-to-peer platforms.

8. iDonate

iDonate is a modern digital giving solution designed for today’s nonprofits and other charitable organizations to grow their online giving and better reach dedicated supporters. This powerful suite of fundraising software encompasses peer-to-peer fundraising, web and mobile giving, and event management tools for big results.

Their peer-to-peer platform incorporates top features such as a comprehensive fundraiser command center, campaign management with real-time data metrics, and easy campaign building and editing tools for individual fundraisers.

Plus, iDonate offers matching gift fundraising tools through a powerful integration with Double the Donation, enabling organizations to raise more through corporate gift-matching without the added hassle. Organizations that utilize this functionality can choose to embed an interactive matching gift search tool in their donation form or confirmation page. When donors enter their employer’s name in the search widget, they’ll receive company-specific matching gift information via email follow-ups. Donors will be more likely to follow through with the match request process thanks to automated communications, and you’ll receive more completed company matches for your cause.

OneCause is one of our favorite peer-to-peer platforms.

9. OneCause

OneCause is an online fundraising and event solution that has grown from a mobile bidding tool to a comprehensive giving platform with abilities for online donations, peer-to-peer fundraising, auction and event management, and more. Since its launch, OneCause has facilitated more than $3 billion in charitable donations from 2.5 million supporters and 20,000 fundraisers.

The OneCause peer-to-peer fundraising platform leverages key features such as dedicated ambassador fundraising, run/walk/ride management, social listening and engagement feeds, gamification through motivation and rewards, and more.

OneCause also incorporates matching gift fundraising in their peer-to-peer software through a native integration with Double the Donation’s 360MatchPro. This partnership aids in collecting donors’ employment information, screening for match-eligible supporters, and providing detailed next steps and links to online forms to encourage donors to submit their matches. By leveraging these tools, organizations identify more matches and secure additional revenue in terms of both company matches and increased individual gifts.

NeonFundraise is one of our favorite peer-to-peer platforms.

10. Neon Fundraise

Neon Fundraise is a product of Neon One, a nonprofit software company with innovative software for donor management, online fundraising, program management, events, web development, and more. Within Neon Fundraise are powerful solutions to manage peer-to-peer and DIY fundraising, virtual events, online donation pages, and ticketing.

Their peer-to-peer platform, in particular, offers top features such as experience-based fundraising, a frictionless, secure donation process for supporters, and automated workflows for receipting, registrations, and other repetitive communications.

To boost revenue and save additional time and resources, Neon Fundraise also integrates with 360MatchPro by Double the Donation to enable innovative, effective, and automated matching gift practices. By securing donor employment information and driving supporters to request more matches, these tools often lead to increased funding and better donor relations overall.

Check out nSPIRE's peer-to-peer fundraising platform.

11. nSpire

Omniweb nSpire is an online donations tool and donor portal from TQI Solutions, a digital agency dedicated to technology, quality, and innovation. This online fundraising platform provides nonprofits with easy-to-use software that prioritizes the donor experience and emphasizes the story behind the fundraising organization.

nSpire’s peer-to-peer fundraising functionality incorporates key features such as easy campaign setup and editing for fundraisers, detailed progress reports toward fundraising goals, dollar amount presets with impact descriptions, and informative fundraising pages with frequently asked questions and top sustainers.

Not to mention, nSpire’s platform integrates with matching gift software from Double the Donation to increase awareness of matching gift opportunities among donors and drive additional match revenue. Donor information is scanned for employment markers that signify match-eligible gifts, which are then followed up on to encourage individuals to request company matches from their participating employers. More matches = more money toward your cause!

Check out Qgiv's peer-to-peer fundraising platform.

12. Qgiv

Qgiv is a powerful fundraising platform designed to assist nonprofit organizations with the tools they need to collect charitable donations online, in-person, and over text.

Qgiv’s peer-to-peer portion of the platform includes top features such as event management for runs, walks, rides, and other pledge-based experiences, intuitive online stores to sell event sponsorships and nonprofit merchandise, email and social media tools to increase reach and awareness of current campaigns, and branded, customizable team and individual fundraising pages.

Additionally, Qgiv’s peer-to-peer platform offers top-notch matching gift features through a native integration with 360MatchPro by Double the Donation. Together, these tools work to identify corporate match-eligible gifts, encourage donors to secure company matches, and increase matching gift (and overall fundraising) revenue significantly.

Check out Salsa's peer-to-peer fundraising platform.

13. Salsa Labs

Salsa Labs is an all-in-one online fundraising solution built on modern, cutting-edge technology to provide nonprofit users with donor management, fundraising, advocacy, event coordination, and marketing automation.

Salsa’s fundraising and engagement system, Salsa Engage, includes comprehensive peer-to-peer functionality that enables organizations to enlist dedicated supporters to fundraise on their behalf. Salsa’s peer-to-peer features include customizable team and individual fundraising pages, targeted donor communications, coaching and fundraiser support, and complete virtual and in-person event management.

To increase matching gift revenue and drive additional donor engagement, Salsa Labs partners with Double the Donation to offer innovative matching gift fundraising tools that work alongside their peer-to-peer software. 360MatchPro by Double the Donation leverages data collected through online donation forms to identify match-eligible gifts and drive these matches to completion. This allows organizations to collect more in matching gift funds and enables donors to make significantly larger impacts on charitable missions that they care about.

Check out Soapbox Engage's peer-to-peer fundraising platform.

14. Soapbox Engage

Soapbox Engage is a nonprofit technology company with a wide range of solutions for fundraising, events, class registrations, directories, advocacy, and more. This powerful platform is built to integrate seamlessly with Salesforce’s Nonprofit Success Pack and Microsoft Dynamics’ Fundraising and Engagement tools.

Soapbox offers intuitive peer-to-peer functionality as well, with key features such as unlimited peer-to-peer campaigns, personal and universal fundraising goal tracking, customizable appeals that maintain an organization’s overarching mission, and seamless donor data collection and reporting.

In terms of matching gift functionality, Soapbox Engage partners with Double the Donation to provide nonprofit users with top-of-the-line matching gift solutions that integrate seamlessly into their peer-to-peer tools as well. Thanks to this partnership, nonprofits identify more match-eligible gifts, and donors secure more corporate match revenue for the causes they care about.


Social fundraising can bring your nonprofit strategy to the next level, but equipping your supporters with the most effective and most intuitive peer-to-peer platforms is a must. Once you have the fundraisers and the tools you need, you’ll be all set to launch and manage a lucrative campaign. Good luck!

Looking to learn more? Browse these additional fundraising and marketing resources for nonprofits:

Explore our favorite online donation tools that can help match nonprofit donations.

Online Donation Tools | 18 Choices That Help Match Gifts

Nonprofits of all shapes and sizes utilize online donation tools to collect and process financial contributions from supporters. At Getting Attention, we’ve compiled this list of top solutions, complete with summaries, reviews, and features of eighteen fantastic software providers.

Our favorite online donation tools include:

  1. Blackbaud
  2. CharityEngine
  3. Classy
  4. Click & Pledge
  5. Donately
  6. DonorDrive
  7. DonorPerfect
  8. Engaging Networks
  9. Fundly
  10. Fundraise Up
  11. Funraise
  12. iDonate
  13. Givebutter
  14. Qgiv
  15. RaiseDonors
  16. Salsa Labs
  17. Soapbox Engage
  18. Virtuous

Whether your organization is looking to get started with a digital fundraising platform for the first time or simply aiming to upgrade an existing system to unleash increased functionality, our list of top providers is here to help. And remember⁠—you’ll want to keep an eye out for fundraising software that will assist your team in boosting matching gift revenue as well.

Ready to drive digital fundraising revenue with top online donation solutions? Let’s jump in with the first review of our suggested solutions.

Blackbaud is one of our favorite online donation tools.

1. Blackbaud

Blackbaud is a vast nonprofit technology company that provides organizations with powerful online donation tools, innovative donor management systems, effective marketing solutions, and more since 1981. Among their fundraising solutions are Blackbaud Online Express, Blackbaud Luminate Online, and Blackbaud TeamRaiser⁠—each of which enables nonprofits to collect online donations for their causes.

Although functionality varies between their various products, key features across Blackbaud’s online donation tools include easy-to-build, flexible online giving forms, pre-designed and mobile-friendly form templates, consistent branding, and data analytics.

Many of Blackbaud’s online fundraising products (including Online Express, Luminate Online, and Raiser’s Edge NXT) also integrate with Double the Donation’s matching gift fundraising software to boost awareness and encourage donors to submit match requests. When donors are motivated to secure company matches for their favorite causes, they’ll stretch their impact farther and deliver more dollars to charitable organizations like yours.

Learn more about the product or get a demo today!

CharityEngine is one of our favorite online donation tools.

2. CharityEngine

Initially providing technology to businesses and nonprofits since 1999, CharityEngine has exclusively focused on nonprofit solutions since 2013. This online fundraising platform offers both donor management and online donations in addition to marketing, event management, workflow automation, and more.

Top features of CharityEngine’s online donation tools include one-time and monthly giving functionality, integrated and secure processing for credit card, ACH, and PayPal payments, and custom form builders.

And if you’re wondering, CharityEngine integrates with Double the Donation’s matching gift software as well, providing users with best-in-class 360MatchPro functionality. This comprehensive tool allows organizations to screen for match-eligible donations, automatically follow-up with donors, and drive more matches⁠—and more match revenue⁠—for charitable causes.

Learn more about the product or get a demo today!


Classy is one of our favorite online donation tools.

3. Classy

Classy was founded in 2006 as a nonprofit event-hosting platform which has since expanded to become an all-in-one fundraising solution and provide organizations with online donation tools, peer-to-peer fundraising, and donor data management.

Among Classy’s key features include mobile-optimized design, modern and cohesive branding, campaign progress bars, social fundraising activity walls, custom questions and donation amounts, and more.

Plus, Classy emphasizes matching gift opportunities by working seamlessly with Double the Donation’s matching gift automation tool, 360MatchPro. With this software, Classy clients are able to embed a matching gift search tool directly within their online donation forms, providing each donor with the opportunity to determine their matching gift eligibility. The more donors are aware of matching gifts and how they work, the more likely they are to secure this additional revenue source for your organization.

Learn more about the product or get a demo today!


Click & Pledge is one of our favorite online donation tools.

4. Click & Pledge

Click & Pledge was founded in 2000 as a way to provide their local United Way with easy online donation tools to increase fundraising efforts. In the decades since, this platform has grown to collect over $1 billion in donor funding across more than 20,000 causes.

Top Click & Pledge features include customizable online donation pages with click-and-drop editing functionality, options to embed forms as an iFrame, overlay, or secure standalone link, and recurring gift abilities with flexible options and frequencies.

Click & Pledge also offers matching gift solutions through a technical partnership with Double the Donation’s matching gift automation tool, 360MatchPro. With these integrated solutions, organizations using Click & Pledge can easily embed Double the Donation’s matching gift search tool in their online giving forms, which collects employment data and triggers automated follow-ups. As a result, more donors will be aware of matching gifts (and their employers’ programs in particular) which leads to increased match revenue overall.

Learn more about the product or get a demo today!

Donately is one of our favorite online donation tools.

5. Donately

Founded in 2013, Donately began as a partnership with creative agency Fifty & Fifty to provide nonprofit organizations with easy online donation tools and close the gap in the online fundraising software market. Designed with simplicity and user-friendliness in mind, Donately now serves over 1,000 charitable organizations.

These powerful features include custom donation forms, text messaging and mobile giving, beautifully designed landing pages and campaign hubs, and secure payment processing through credit card, ACH, or PayPal.

In addition, Donately offers matching gift fundraising functionality thanks to an integrated solution with Double the Donation. This way, nonprofit users can easily incorporate matching gifts throughout the donation process, providing donor touchpoints within the online donation form, confirmation page, email follow-ups, and more. By doing so, organizations increase awareness of matching gifts and drive a significantly higher number of matches to completion.

Learn more about the product or get a demo today!


DonorDrive is one of our favorite online donation tools.

6. DonorDrive

With roots stretching back to 1997, DonorDrive (formerly known as Global Cloud) is a nonprofit fundraising platform that aims to make giving as easy as possible. Through custom charity fundraising apps, donation campaigns, virtual fundraising, and peer-to-peer efforts, DonorDrive enables organizations to receive support in a wide variety of ways.

Top features of DonorDrive’s online donation tools include same-day payment transfers, mobile-friendly, visually appealing, and coding-free donation pages, flexible giving methods, real-time campaign insights, and more.

To raise even more, DonorDrive offers a native integration with Double the Donation’s best-in-class matching gift automation solution. The partnership with 360MatchPro by Double the Donation allows users to incorporate matching gift reminders within the donation process, on the confirmation page after submitting their gift, and through automated email outreach. This enables DonorDrive clients to identify match-eligible donations within the platform and collect more dollars for their missions.

Learn more about the product or get a demo today!

DonorPerfect is one of our favorite online donation tools.

7. DonorPerfect

After initially being founded in 1985 as a way for a small number of nonprofits to computerize their fundraising records, DonorPerfect was bought by SofterWare in 1989. Since then, they’ve grown to one of the largest fundraising platforms available to organizations of all shapes and sizes.

DonorPerfect’s online donation tools encompass several key features, including embeddable, branded donation forms, intuitive customization abilities with an easy-to-use drag-and-drop builder, suggested giving levels, and recurring gift functionality.

In order to provide matching gift fundraising abilities, DonorPerfect has partnered with Double the Donation to help market matching gifts throughout the online donation process using automated email outreach and more. This enables organizations to raise more in matching gift funding and build better relationships with individual and corporate donors.

Learn more about the product or get a demo today!

Engaging Networks is one of our favorite online donation tools.

8. Engaging Networks

First created in the UK in the year 2000, Engaging Networks has since expanded to power organizations and reached over 10 million users in more than 190 countries across the globe. In the decades since, they’ve continued to pride themselves on their ongoing innovation, with new features and upgrades being released on a regular basis.

Among these top features include online donation tools that support any language or currency, single or multi-step donation forms with native A/B testing, simple recurring gift management for both fundraisers and donors, and one-click giving for returning supporters.

Thanks to a partnership with Double the Donation’s automated matching gift tool, 360MatchPro, Engaging Networks provides integrated matching gift fundraising functionality alongside their online donation tools. This allows nonprofits to encourage matching gifts among donors, leading to improved matching gift conversion rates and increased match revenue overall.

Learn more about the product or get a demo today!

Fundly is one of our favorite online donation tools.

9. Fundly

Founded in 2009, Fundly is a powerful fundraising solution with crowdfunding and peer-to-peer campaign functionality for nonprofit organizations, individual fundraisers, and anyone in between.

Fundly’s online donation tools offer top features such as customizable, mobile-friendly donation pages that work on any browser or device, social fundraising abilities with social media sharing buttons and updating campaign walls, and a free Fundly iOS mobile app for easy campaign management.

To provide its clients with matching gift functionality as well, Fundly offers a native integration with the top matching gift software provider, Double the Donation. When Fundly users enable Double the Donation’s search tool on their online donation forms, they can boost awareness of this underutilized giving opportunity to donors and raise more for their missions in company match revenue.

Learn more about the product or get a demo today!

Fundraise Up is one of our favorite online donation tools.

10. Fundraise Up

Fundraise Up, created in 2018 in response to poor donation form experiences from a donor’s standpoint which uncovered a clear technology gap, is a modern solution with easy-to-use online donation tools and more.

Top Fundraise Up features include animated and sticky donation buttons that can be easily placed on any page of your website, pop-up donation reminders and message bars, customizable and embeddable donation forms, and gamification tools like goal meters, stat counters, and impact sliders.

Fundraise Up offers an innovative and seamless integration with Double the Donation’s 360MatchPro to equip nonprofit users with matching gift abilities. This partnership allows organizations to embed a matching gift search widget in their online donation forms. Plus, it even incorporates unique matching gift upsell features that assist in both boosting initial donations and driving more matches.

Learn more about the product or get a demo today!


Funraise is one of our favorite online giving tools.

11. Funraise

Founded in 2015 by nonprofit staff members looking for an improved way to raise money online, Funraise is a powerful online donation tool aiming to do just that. This all-in-one fundraising platform encompasses online donation forms and pages, peer-to-peer and social fundraising, donor management and reporting, and more.

Funraise’s online donation tools offer innovative features such as customizable and embeddable giving forms, mobile-friendly fundraising solutions to reach donors where they are, visually appealing fundraising website templates, and recurring gift functionality.

Not to mention, Funraise enables clients to make the most of matching gift fundraising through a seamless integration with industry-leading matching gift software provider, Double the Donation. Equipped with Double the Donation’s embeddable matching gift database, organizations can increase awareness about company gift-matching among donors and drive additional corporate revenue for their causes.

Learn more about the product or get a demo today!

iDonate is one of our favorite online donation tools.

12. iDonate

Since 2011, iDonate aims to make digital fundraising easy and accessible for all kinds of nonprofit organizations and supporters. As a result, iDonate is a powerful fundraising platform that offers traditional online donation tools, text-to-give functionality, peer-to-peer giving, event fundraising, and more.

This innovative solution incorporates top fundraising features, including embeddable and customizable online giving forms, mobile-first fundraising design, seamless designated fund abilities, multiple gift types, and recurring donation management.

iDonate also incorporates corporate matching gift fundraising into their online donation system through a native integration with Double the Donation. By partnering with Double the Donation’s matching automation software, 360MatchPro, iDonate clients can embed a searchable matching gift database widget on their online donation forms or confirmation pages. When donors interact with the widget, automated matching gift follow-ups are triggered through email, encouraging individuals to secure company matches and do more for your cause.

Learn more about the product or get a demo today!

Givebutter is one of our favorite online donation tools.

13. Givebutter

Givebutter began in 2016 as an idea by a group of students to create an improved crowdfunding platform for students and student groups to raise money for their various needs. In the years since, it has continued to expand to become one of the top providers of low-cost online donation tools in the space.

Among Givebutter’s most noteworthy features include real-time and dynamic social feeds to leverage social proof, personalized links and pages, multi-team fundraising, and goal bars and countdowns for increased gamification.

And thanks to a native integration with leading matching gift provider, Double the Donation, Givebutter clients can easily leverage matching gift promotion within the online donation process. If donors select their employer when prompted on a Givebutter donation form, they’ll be provided with a direct link to that company’s matching gift request form on the confirmation page. This increases awareness surrounding matching gifts and results in more corporate dollars flowing to nonprofit organizations.

Learn more about the product or get a demo today!

Qgiv is one of our favorite online donation tools.

14. Qgiv

Founded in 2007, Qgiv was built as a way for nonprofits, faith-based organizations, and political groups to accept donations and other payments online. Since then, Qgiv has grown to be a leading online fundraising software company with innovative solutions for donations, events, data management, and more.

Top features of Qgiv’s online donation tools include fully branded donation forms with single-step or multi-step layouts, customizable fields relying on conditional logic to collect the right donor data for your needs, and automated, personalized email receipts and donor communications.

Qgiv encourages organizations to promote matching gift opportunities as well, and the process is streamlined from start to finish, thanks to an integration with Double the Donation. When organizations enable matching gift functionality through 360MatchPro by Double the Donation, they can easily promote match opportunities throughout the giving process, trigger automated follow-ups, and drive total revenue and engagement.

Learn more about the product or get a demo today!

RaiseDonors is one of our favorite online giving tools.

15. RaiseDonors

RaiseDonors was created more than six years ago to equip donor-centric nonprofit organizations with powerful online donation tools to raise more. Plus, their software integrates with various CRMs, payment processors, email marketing tools, and data analytics systems to provide a seamless technological experience.

Popular RaiseDonors features include a fast, flexible donation page builder, automated and personalized thank-you pages and follow-up emails, prepopulated forms with donor data, flexible payment methods and currencies, and incentive offers to encourage larger donations.

And thanks to the RaiseDonors and Double the Donation integration, organizations can quickly and easily enable matching gift automation within the online donation process. Donors will be met with matching gift information on the online donation form and confirmation page and again through automated email outreach. These additional touchpoints drive matching gift revenue, equipping nonprofits to close the knowledge gap and make the most of this underutilized source of funding.

Learn more about the product or get a demo today!

Salsa is one of our favorite online giving tools.

16. Salsa Labs

Founded in 2003, Salsa Labs is a technology company that is dedicated to providing charitable organizations with innovative fundraising, advocacy, and engagement solutions. In 2015, Salsa merged with DonorPro to enable premier donor management functionality as well.

Salsa’s online donation tool, Salsa Engage, incorporates key features such as beautifully designed, customizable giving forms, an easy-to-use visual form designer, machine learning and formula-driven fundraising asks, text campaigns, and more.

Salsa also integrates with 360MatchPro by Double the Donation to provide users with comprehensive matching gift functionality. This partnership allows nonprofits to automatically screen donor data for match-eligible supporters and drive matches through personalized outreach, resulting in increased revenue with little to no time and effort required.

Learn more about the product or get a demo today!

Soapbox is one of our favorite online giving tools.

17. Soapbox Engage

Soapbox Engage was created in 1999 in response to a widening technology gap noticed by nonprofit organizations across the globe. As a part of the PICnet information technology ecosystem, Soapbox works to deliver easy-to-use fundraising apps and solutions to nonprofits of all shapes and sizes.

A few of Soapbox Engage’s most integral features include real-time donation form integrations with Salesforce and Microsoft Dynamics, flexible payment options from Authorize.net, Braintree, CyberSource, iATS, PayPal, Stripe, and TouchNet, and peer-to-peer campaign management.

Plus, Soapbox Engage offers a matching gift integration as well, partnering with industry-leading matching gift software provider, Double the Donation. 360MatchPro by Double the Donation works seamlessly alongside the Soapbox donation app to remind donors of matching gifts at multiple touchpoints, provide company-specific instructions and next steps, and more. The easier it is for donors to request matches from their employers, the more you’ll likely receive for your cause.

Learn more about the product or get a demo today!


Virtuous is one of our favorite online giving tools.

18. Virtuous

The Virtuous fundraising platform was built in 2014 with an aim to grow generosity worldwide through simplified online giving experiences. This comprehensive solution incorporates a powerful nonprofit CRM, numerous automated workflows, marketing and event management, and giving solutions.

Online donation tools from Virtuous offer key features such as smart gift suggestions, intuitive online donor portals, personalized and frictionless giving experiences, and custom donation form and page builders.

Virtuous also offers innovative matching gift functionality through an integration partnership with Double the Donation. Thanks to this solution, Virtuous clients can easily incorporate Double the Donation’s search plugin in their online donation pages, prompting donors to select their employer with an optional donation form field. If a donor finds their company, automated emails are triggered to inform the donor about their match-eligible donation. This increases the total number of matches secured overall while providing new and impactful engagement opportunities as well.

Learn more about the product or get a demo today!


As digital fundraising becomes increasingly prevalent across the nonprofit sector, the need for effective online donation tools is more important than ever before.

We’ve run through several of our favorite fundraising solutions above⁠. Now, it’s time to choose the software that’s right for your organization and get set up with powerful virtual fundraising practices for your team. Good luck!

Learn even more about nonprofit fundraising and donor engagement with our other educational resources:

What is a Google Ad Grant? Learn more in this guide.

What Is A Google Ad Grant? The Ultimate Guide for Nonprofits

For nearly two decades, Google Ad Grants have helped nonprofit organizations thrive in highly competitive marketing environments. It is a valuable tool that fuels many nonprofits’ missions and supports the growth of organizations. However, if you’ve clicked on this guide, you likely fall within the large population of nonprofits that are unfamiliar with this game-changing opportunity.

Don’t fret! You can still learn all you need to know about Google Ad Grants and begin your application today.

Getting Attention is a trusted expert in bringing new supporters to your website through Google Ad Grant management. In this guide, you’ll find everything you need to know about the Google Ad Grant Program, including the application process and eligibility requirements. We’re here to clarify your questions and help your nonprofit make the most of its grant.

In this guide, we’ll cover the following foundational information about Google Ad Grants:

Then, at the end of the guide, we’ll provide a few tips to bring your Google Ad Grants strategy to the next level. Let’s get started!

Learn what a Google Ad Grant is and how to optimize your strategy with Getting Attention.

What is a Google Ad Grant?

What is a Google Ad Grant? 

What is a Google Ad Grant? This graphic defines it.

If your nonprofit has a website, the Google Ad Grant is one of the most cost-effective and powerful marketing resources available. The Google Ad Grants Program awards select 501(c)(3) nonprofits with monthly ad credits to create and host advertising campaigns on Google. These free ads allow organizations to amplify their presence on search engine results pages (SERPs) and get their website content in front of the right eyes. 

How much is the Google Grant? 

Since 2003, Google has awarded over $10 billion in free advertising to over 115,000 nonprofits across 51 countries. The Google Ad Grant gives $10,000 in ad spend to eligible nonprofits per month. While regular Google Ad accounts actually have to pay per ad click, Google Grant participants can display their advertisements for free. 

As long as your organization meets and maintains compliance with the eligibility requirements, the allotment renews monthly without a time constraint. But don’t worry if you don’t know how to spend the full $10,000. Google Grant managers from an agency like Getting Attention will ensure you get the most out of your grant by focusing on online conversions and driving measurable results for your organization. 

How do Google Ad Grants work?

Google Ad Grants give nonprofits monthly funds to spend on paid search ads in Google. These ads enable your nonprofit to appear on Google when it matters— when someone searches for topics related to your mission. It’s a great way to educate the public about your cause and grow your audience. 

The ideal Google Ad Grant candidate has a website that effectively serves their audience and promotes their mission. Whether your organization wants to increase event sign-ups or inspire new donors to take action, Google Ad Grants can help you achieve your goals. With the Google Ad Grant program for nonprofits, organizations can:

  • Increase online conversions.
  • Reach out to new donors.
  • Recruit volunteers. 
  • Market multiple ad campaigns.
  • Analyze and track performance.

Paid search ads are shown at the top of the SERP, meaning your nonprofit will have a greater advantage at increasing visibility and connecting with more people. Your nonprofit will choose keywords (abiding by certain guidelines outlined by Google), run campaigns, then track the success of those campaigns using Google Analytics. For more information, read our dedicated article to learn more about how marketing grants work.

What is a Google Ad Grant and who qualifies for them?

Who qualifies for Google Ad Grants?

Before requesting a Google for Nonprofits account, find out if your organization qualifies, what you’ll need for verification, and what to expect throughout the process. If you apply and you’re eligible, you will automatically be approved. 

Every 501(c)(3) nonprofit— other than hospitals, schools, and government organizations— is eligible for the Google Ad Grant. There is no limit on the number of nonprofits who can be approved for the program, unlike traditional grants which often have a limited amount of funds to be dispersed. 

If your nonprofit organization has an established web presence, it doesn’t take much to be eligible for the Google Ad Grant. To meet the eligibility requirements for Google Ad Grants, your organization must: 

Once you understand what a Google Ad Grant is, you can discover whether your nonprofit is eligible.

  • Hold a current and valid nonprofit status (501(c)(3)) 
  • Not be a government entity, healthcare organization, or educational institution
  • Have a functioning and detailed website with few existing ads
  • Install a Secure Sockets Layer (SSL) 
  • Agree to the terms of service 

Once you’ve applied for and been awarded the grant, Google has multiple rules for maintaining eligibility. Your organization must remain compliant with the following to continue reaping the benefits of free ads: 

  • No single-word keywords: Google determined that keywords must have at least two or more words to increase relevance. Swap keywords like “conserve” or “water” for complete phrases like “conserve water” or “donate to conserve water.” 
  • No low-quality score keywords: Avoid keywords that have a quality score of 1 or 2 to ensure the results are relevant to searchers. 
  • Maintain 5% minimum click-through rate (CTR): Google requires that Ad Grants accounts maintain a CTR of at least 5% to stay in the program. If the click-through rate is low, this means that the ads aren’t meeting the searcher’s intent for the target keyword. . 
  • Geo-targeting: Only show ads in geographic locations where your organization operates to ensure you’re targeting actual supporters of your nonprofit, rather than a wide, but uninterested audience.
  • Conversion tracking through Google Analytics: Install Google Analytics on your website to set up and track conversions and understand your Google Ads performance.
  • Annual survey: Complete a survey each year to share your experience with the program. 
  • Account structure (minimum of two ad groups): Google requests that you have a minimum of two ad groups (a collection of keywords and ads) for each campaign. 
  • Account maintenance: Google needs to see that your organization is staying active with the account. If you don’t spend any money on the account for a certain period of time, your account may be deactivated. 

If your organization is eligible and looking to take control of a digital marketing strategy, then it is fully recommended to apply. We’ll break down the application process in the next section.

How to Apply for Google Adwords for Nonprofits

The amount of time spent on the application process will depend on your organization’s readiness. If you are already registered with  TechSoup and have a website that meets Google’s requirements, the process should only take 2 to 14 days. If not, your organization will have to jump through a few more hoops to finalize the application. 

Check off these steps before submitting your application for the Google Ad Grant:  

Once you understand what a Google Ad Grant is, you can apply using this application checklist.

  • Register with TechSoup 
  • Sign up for a Google for Nonprofits account 
  • Apply for the Google Ads Grant 
    • Create a Google AdWords Account 
    • Submit a pre-qualification survey and grant training. 
    • Submit required materials for pre-qualification review. 
    • Once approved for pre-qualification, set up your first Google Ads campaign. 
    • Submit your AdWords account for final review. 
    • Once approved, the nonprofit can begin running a Google Ad campaign!

If you’re unsure of where to start, consider working with skilled Google Ad Grant consultants,  like our team at Getting Attention. We can help you save time and avoid potential mistakes that could slow down the process or risk your eligibility.

What is a Google Ad Grant and how can you set your account up for success?

How can you set your Google Ad Grants campaign up for success?

A healthy Google Ad Grant account requires proactive organization and optimization. Take full advantage of your grant by following these best practices for Google Ad Grant management. 

Optimize your website before directing ads to it. 

Rather than focusing on targeting ads, consider what happens once searchers land on your website. A common mistake is to send those users to your homepage, leaving it up to them to find the desired information. Take the time to study your audience— what are their personas, their drivers, and the keywords that resonate with them? What do you want them to do when they arrive at your website?

Create a targeted landing page that corresponds to the next action that you want ad viewers to take. On this landing page, keep the following best practices in mind:

  • Have a compelling headline 
  • Include strong visuals 
  • Share impact stories
  • Add a call-to-action button
  • Adapt to different screen sizes

Targeted landing pages can increase engagement and drive conversions, so it’s important to develop an optimized website with landing pages for each campaign.

Aim to run at least 3 to 5 campaigns. 

With the Google Ad Grant Program, your nonprofit can market multiple ad campaigns at the same time. Take full advantage of this feature by running at least three campaigns. Then you can compare the metrics of each to determine the successes and shortcomings of your marketing strategy. To create easy-to-manage campaigns, make sure to: 

  • Set clear goals
  • Always keep the target audience in mind
  • Use mobile-preferred ads
  • Implement conversion tracking
  • Modify campaigns when needed

These quick, simple tricks will help your campaigns reach the right audiences and drive meaningful action. 

Base each campaign on tightly focused ad groups. 

An ad group contains one or more ads that share similar targets. Each campaign should have multiple ad groups that organize keywords under a common theme, such as the different sections or categories that appear on your website. Ad groups should include at least three ads, with one responsive search ad, an ad that adapts to show more text and relevant messaging to your customers. 

Ad groups should be narrowly focused. For example, if your organization runs a clothing drive campaign, your ad groups should contain a few closely-related keywords and drive a wide variety of related phrases. Examples could include: 

  • “Donate shirts” 
  • “Donate pants” 
  • “Donate shoes” 
  • “Why clothing drives matter”
  • “Clothing drives near me”

Organizing your campaigns in this way simplifies the process of monitoring your account. 

Make the most of the ad space and characters allotted. 

Maximize your ad space by using the full allotment of headlines and descriptions. This will make your ads appear larger, increasing the click-through rate and the number of visitors arriving to your website. As a general rule of thumb, be as descriptive as possible in headlines and ensure your ad descriptions convey exactly what users can expect when they click on them. Follow these tips to write the most effective headlines and ad descriptions: 

  • Include the main keyword in your headline
  • Add numbers and statistics
  • Be clear about what you’re offering
  • Keep your most important messaging in the main headline
  • Check spelling and grammar 
  • Use remaining characters to say something new, not restate information 

Learning to write strong ad copy is essential in growing your campaigns, so make sure you tackle this task! 

Prioritize conversion tracking.

The Google Ad Grants program prioritizes high-quality traffic, rather than just driving a high quantity of users to your website. High-quality conversions happen when searchers take an action like signing up to your organization’s newsletter, donating to your cause, or signing a petition. Google strives to help your team rethink your digital advertising strategy and discover which calls-to-action are most effective at driving a visitor down your funnel of engagement.

Set up and optimize Google Ads conversion tracking to follow which ads drive the most users to take action towards your mission and what type of messaging drives the most engagement. Then, use that information to optimize your future ad campaigns.

What is a Google Ad Grant agency?

Working with a Google Grants Agency

Whether you manage a Google Ad Grant in-house or outsource it to a Google Ad Grant certified professional like Getting Attention, your return on investment will be positive if you prepare a strong digital marketing strategy. 

Getting Attention is a fully certified agency here to guide your organization through the Google Ad Grant process. Our services include:

  • Google Grant Application: Our team of experts can walk you through every step of the way to ensure that your nonprofit is accepted.
  • Google Grant Hygiene: Maintaining your data and keeping it clean can be a pain point for many nonprofits. We’re here to ensure you never have to worry about outdated or unnecessary data bogging down your processes. 
  • Google Grant Reactivation: Has your account been lagging or even suspended? We can help get your account reactivated.
  • Keyword Research: High quality and valuable website content is one of the most important qualities of a successful Google Ad Grants campaign. Make sure that you’re targeting the most relevant and useful keywords with our research team. 
  • Google Grant Management: To determine if your marketing strategies are working, you need to be tracking conversions. We’ll ensure that not only are you on top of your conversions but that you also are tracking the most useful opportunities. 

Getting Attention’s team of experts offers free consultations and resources to help your organization plan a successful campaign strategy.  Reach out to our team today to learn more!

Want to continue your research on Google Ad Grants or learn how to market your mission effectively? Explore these additional resources:

Work with Getting Attention to optimize your Google Ad Grant strategy.

Explore this guide for a comprehensive look at Google Grant eligibility.

Google Grants Eligibility: Is Your Nonprofit Eligible?

If you’re involved in the nonprofit world, you need to know about Google Grants. Google Grants are a digital marketing resource designed to get your nonprofit the attention it needs and deserves in a financially practical way. Through receiving a monthly paid advertisement stipend, your nonprofit will absolutely see a spike in website traffic from Google Search.

While Google Grants is a valuable nonprofit resource, not all nonprofits are eligible to receive the funds. The process to determine eligibility can appear daunting, as can the next steps once you’ve figured out your organization is indeed eligible. That’s what this guide is here for, to clear up any confusion or misconceptions surrounding the Google Grants process. 

At Getting Attention, we specialize in helping nonprofits just like yours secure and strategize for Google Grants. In this guide, we’re going to cover the following points to help your nonprofit determine your eligibility for Google Ad Grants:

  1. What is a Google Grant? 
  2. Google Grants for Nonprofits: Who is eligible for Google Ad Grants? 
  3. How do I get a Google Grant? 

Would Google Grants benefit your nonprofit? Continue reading and we’ll give more program details, as well as help you determine your nonprofit’s eligibility. 

Contact Getting Attention today to elevate your Google Grant strategy.

Before we discuss Google Grant eligibility, what is a Google Grant?

What is a Google Grant? 

Google Grants (also known as Ad Grants or AdWords Grants) are awarded through a  Google-sponsored marketing grant program that gives eligible nonprofits $10,000 monthly in AdWord credits. These credits provide your nonprofit with a free way to advertise at the top of Google search results. 

Unlike most nonprofit grant programs, the Google Grants for Nonprofits program is not constrained by available funds. In other words, all nonprofits with Google Grants eligibility can receive the $10,000 per month— there is no limit to the number of nonprofits who can participate.

What does free advertising on the world’s largest and most popular search engine mean for your nonprofit? You’ll have: 

  • Increased digital visibility and reach 
  • More interactions with your website 
  • Free and amplified promotion to potential donors and volunteers
  • Complimentary analytics on your campaign
  • The ability to market multiple digital campaigns at once

Each of these five benefits come together to drive more awareness for your nonprofit, and in turn, garner more donations. Next, we’ll cover eligibility requirements for the program. 

When it comes to Google Grants eligibility, who is eligible for a grant?

Who is eligible for Google Grants? 

To be eligible for Google Grants, your nonprofit must be in good standing, meaning you are fully registered with your respective country, be located in a country in which Google Grants operates, and meet the full eligibility requirements of your respective country. 

Beyond that criteria, there are three main categories Google looks at when determining a nonprofits Google Grants eligibility: 

This graphic breaks down the three main criteria of Google Grant eligibility.

1. Type of nonprofit organization 

Not every nonprofit can receive Google Grants. In the U.S., for instance, only 501(c)(3) nonprofits are eligible. 501(c)(3) means the Internal Revenue Service recognizes the nonprofit as an official charitable organization and thus exempts it from any federal tax obligations.  

A nonprofit’s specific industry matters, too. The following three sectors are ineligible for Google Grants:  

  • Government: All government-affiliated organizations and entities
  • Healthcare: All hospitals, offices, and other healthcare organizations
  • Education: All schools, academic institutions, and universities

It’s important to note that these eligibility requirements are specific to Google Ad Grants. There are other programs offered by Google, such as Google for Education which offers support to educational institutions, designed for different purposes and thus have different specifications. 

2. Quality of website 

Google also looks at the attributes and quality of a nonprofit’s website to determine the organization’s Google Grants eligibility. This is because the advertisements purchased via Google Grants will send search engine users to the nonprofit’s website, and Google doesn’t want to direct users to ineffective web presences.

When evaluating a website, Google looks for:

  • An owned website: Your organization must own the domain that a Google ad would direct users to when they click on it.
  • A clear and detailed description of the organization, its mission, and its activities: There should be no mystery as to what your nonprofit does and stands for. 
  • Unique website content: Materials on your site should be exclusive to your nonprofit and not found elsewhere on the internet.
  • No broken links or slow loading time, and HTTPS-secured: 
    • Broken links are links that no longer direct to their previously intended destination. Avoid these by constantly checking your linked materials and updating as needed.
    • There are many factors that contribute to slow loading time, and therefore many ways it can be avoided. For instance, opt for smaller images as opposed to larger ones to keep your site running quickly. 
    • HTTPS-secured refers to a website that is encrypted and therefore offers users greater protection and privacy during their browsing. Make sure your website is secured for best results with Google’s quality evaluations. 
  • Noncommercial in nature: Your website must serve the general public, not just those who provide financial contributions. The main purpose of your website cannot be anything commercial. This includes the sale of products and/or services, consultation offers, lead generations, and referral provisions. If anything commercial appears on your website, you must clearly describe how it supports your mission; and in certain cases, you must provide an annual report detailing how your organization used the commercially-obtained funds. 
  • Limited advertisements: All ads must be relevant to your mission and not obtrusive to site users.

In short, make sure your nonprofit owns its website, the site clearly describes your mission and purpose, the site hosts unique content, the site has no broken links or slow loading time and is HTTPS-secured, and is noncommercial. Next, let’s discuss program policies. 

3. Compliance with program policies 

In order to be eligible and remain so for Google Grants, your nonprofit must comply with various program policies set by Google. 

This includes following the Google Ad Grants terms and conditions, standard Google Ads policies, Google’s general terms and conditions, and account management policies.

After determining your Google Grant eligibility, how do you secure a grant?

How do I get a Google Grant? 

So, you’ve determined your organization’s Google Grants eligibility. What’s next? Here are the steps to getting the Google Grant process started:

  1. Register with TechSoup. If you haven’t already, you need to authenticate your nonprofit through TechSoup. It could take a few days, so be sure to factor this step into your timeline. 
  2. Sign up for a Google for Nonprofits account. In order to access Google Ad Grants, your nonprofit needs a Google for Nonprofits account. It’s a straightforward process that involves providing your tax identification number, non-discrimination policies, and general contact and organization information. Plus, this account offers many other nonprofit resources  that your organization can take advantage of. While straightforward, this process could take many months. It’s best to get started as soon as possible. 
  3. Apply for the Google Ads Grant. This is a six-step process that includes the following steps: 
    1. Create a Google AdWords account.
    2. Submit a pre-qualification survey and complete ad grant training.
    3. Submit required materials for pre-qualification review.
    4. Set up your first Google ads campaign once approved for pre-qualification..
    5. Submit your first AdWords campaign for review.
    6. Begin running Google Ad campaigns once approved.

If this process seems a bit overwhelming, relax. Getting Attention specializes in helping nonprofits apply for Google Ad Grants, so reach out today for a free consultation

Can you lose Google Grants eligibility? 

In short, yes.

If your nonprofit doesn’t maintain compliance with the program’s policies, you can absolutely have your eligibility revoked. To avoid that outcome, abide by the following best practices: 

  • Maintain an active account. Google wants to see that you’re making good use of the grant, so log in at least once a month and update your account at least every 90 days. 
  • Target ads in a relevant way to a specific region. Make a recognizable effort to target your desired audience by both topic and region. You want your ads to accurately reflect your nonprofit’s mission as well as reach who your mission is relevant to. 
  • Evaluate keywords monthly. Check your keywords often to see what’s working and what’s not. Based on your evaluation, restrategize as necessary. Additionally, there are a few keyword rules to keep in mind. For example, no single keywords, overly generic keywords, or keywords with a quality score of 1 or 2 are permitted. 
  • Maintain a 5% click-through rate (CTR). Failing to meet 5% CTR for two consecutive months can result in account deactivation. 

Google provides a number of resources to help you meet these account requirements. For example, to improve CTR, you can pause generic and high impression, low CTR keywords. You can also ensure geotargeting is set for each campaign. Don’t worry about having to figure it all out on your own; Google is here to help. 

Have you lost your eligibility? Don’t stress about it too much yet. Google has a clear process for requesting account reactivation. You can partner with a Google Grants consultant to work through the reactivation process.

Partner with a Google Grants agency to understand your nonprofit's Google Grant eligibility.

Wrapping Up 

We know this is a lot of information to take in. Don’t worry, though— you don’t have to navigate Google Grants alone. There are professionals out there who can help you use your Google Grant funding to its fullest potential. 

Oftentimes, nonprofits will look to traditional marketing agencies for their Google Grants needs. However, the Google Grants program is not the same as standard Google Ads. It’s best to look for an agency that specializes specifically in Google Grants.

For example, Getting Attention is qualified to help you every step of the way. Here are just a few of the many services we can offer your nonprofit throughout your Google Grants journey: 

This graphic illustrates the ways Getting Attention can help your nonprofit after you've determined your Google Grant eligibility.

  • Google Grant Application: Our experts can complete the application for you efficiently and effectively, pledging a high success rate for your nonprofit’s acceptance. 
  • Google Grant Hygiene: While you focus on your nonprofit’s mission, we will take care of maintaining your campaign and keyword data. 
  • Google Grant Reactivation: If your account is ever suspended, we can help get your account back up and running. 
  • Keyword Research: The key to a successful Google Grants campaign is choosing the perfect terms to target. Our research team can do the heavy lifting to make sure you’re using the most relevant and effective keywords for your nonprofit. 
  • Grant Management: Accurate conversion tracking is a crucial component of your Google Ad Grants campaigns. In fact, Google requires your nonprofit to report at least one conversion per month. We’ll meet and beat this expectation by tracking conversions as well as taking note of potential valuable opportunities based on our findings. 

Interested? Sign up for your free consultation today and we’ll get to work on shaping up your Google Ad Grants strategy.  

We’ve covered the ins and outs of Google Grants and your nonprofit’s potential eligibility, but that’s not all we have to offer. Review the following resources on the Getting Attention blog to help you take your nonprofit to the next level and meet your mission goals:

Contact Getting Attention today to elevate your Google Grant strategy.

 

Nonprofit Management Software: 3 Benefits

The new year is off and running, which for many of us means it’s time to take stock of what’s working and what’s not in our personal and professional lives. It’s a time to reflect, evaluate, and make changes to start 2021 off on the right foot.

That means it’s the perfect time to reevaluate your nonprofit’s operations and donor management strategies. Are they running as smoothly as possible? Are you doing everything you can to maximize virtual fundraising, boost engagement, and further your cause? 

If you’re still sending out email blasts manually, using clunky spreadsheets for donor information, and handing out hard copy volunteer sign-up forms, the answer is definitely no. There’s a better way, one that lets you focus more on your mission, not administrative tasks by using a nonprofit database or constituent relationship management (CRM) system.

Here at Lumaverse, we empower nonprofits to maximize their impact by streamlining formerly tedious and time-consuming administrative duties. The Lumaverse comprehensive CRM for nonprofits—and others like it—allow you to get the most out of your donor data, manage your volunteers like a pro, and launch virtual fundraising campaigns with the push of a button—so you can spend more time doing what really matters. 

So what’s holding you back? Leave messy, incompatible management methods in 2020 and consider making the leap to a single, integrated software system to manage your nonprofit’s relationships. In this article, we’ll go through 3 of the top benefits of making this change: 

  1. Smarter fundraising 
  2. Streamlined volunteer management 
  3. Improved communication with supporters 

Since we’ve all made the shift to virtual-only engagement in the past year, the need for and the benefits of professional-grade software for your nonprofit have only increased. Keep reading to find out what it could do for your organization. 

1. Smarter fundraising

Nonprofit management software gives you access to valuable data analysis tools so you can raise more money. How does it work? Integrations between your platforms allows data to flow from your donation forms, sign-ups, and subscriptions right to your donor database. While manual imports from other platforms are possible, integrations ensure the data is automatically reported, accurate, and up-to-date. 

As the data continuously imports, you’ll be able to analyze information on your current and past donors, which enables you to: 

  • Develop donor profiles to store engagement and data information
  • Segment your donor base by particular characteristics or engagement markers
  • Tailor your fundraising efforts to those specific segments

Let’s break those down. 

As your supporters engage with your organization in various ways—for example, subscribing to your newsletter, donating to your crowdfunding campaign, or volunteering at an event—this information is added to the supporter’s profile. And—and this is key—supporter information is stored and managed in one holistic CRM, not separate databases for members, volunteers, and donors. That gives you a better understanding of how the same person might be interacting with your organization as a member, donor, and/or volunteer. And ultimately, this gives you better insight into what motivates people to donate to your cause.

Donor profiles make it easy to track and analyze your relationships with individual donors. As you keep adding more data to your CRM over time, you’ll be able to generate insights about who your donors are, what motivates them to give, and how you can best grow your relationships with them. 

Segmentation of your donor base saves your organization time by isolating certain commonalities among donors and grouping them based on these characteristics. For example, you could segment your donor base by:

  • Preferred communication method 
  • Event attendance 
  • Volunteer history 
  • Recurring donations 
  • Age brackets
  • Giving capacity 

Segmenting your donors by specific engagement markers like these then allows you to tailor your fundraising efforts to a particular audience. Your nonprofit will avoid spending time and money broadcasting messages to extremely wide audiences, not all of which will be responsive to them. You’ll have better success rates on the personalized campaigns you do launch.  

For instance, if you’re promoting your next campaign or event via direct mail, your CRM should make it easy to segment your donors by their historical responsiveness to this outreach tactic. Focusing your direct mail efforts on this segment saves you time and money, and it boosts the chances that more of your recipients will actually engage with your letter. Then, you can explore other donor segments and communication outlets to ensure thorough but more targeted coverage.

2. Streamlined volunteer management 

Volunteers are a vital part of any nonprofit’s base of supporters. Think of all the tasks, big and small, that might get left on the back burner for weeks—even months!—without the generous help of your supporters who donate their time to your cause. They’re an essential part of what keeps your nonprofit up and running, and as such, it should be a priority to keep them happy and engaged. 

After all, if your volunteers have positive experiences with your organization, they’re likely to engage further and even spread the word about your mission to their friends. Keeping volunteers happy is an investment for the future of your organization—as volunteers become more loyal over time,  they’re more likely to devote more of their resources to you as they mature. 

For example, a young volunteer might volunteer an hour a day, but as she gets older, makes more money, and has more time, maybe she chooses to donate to your organization because she has a history with you. Or maybe she stops volunteering at other organizations and focuses more on yours because you actually thank her, remind her of her upcoming activities, and make it easy to work with you. 

 But if the volunteer sign-up process is confusing, or a volunteer shows up early to box food for your food drive only to be told their shift was accidentally double-booked…that likely won’t be happening. 

Using dedicated volunteer management tools and sign-up software to help track and facilitate your interactions with volunteers will help you avoid these kinds of issues. With volunteer signup tools like SignUpGenius, volunteers sign up for a shift online, data automatically syncs with your calendar, and the software handles volunteer communications like confirmation and reminder emails. 

It’s a win-win: your volunteers’ experience is easy, intuitive, and clear, and you’ll always know if you have enough support at any given event. 

Plus, when your volunteer management and registration tools integrate with your CRM, all that engagement data will seamlessly report to your donor database. That makes it easy to keep track of engagement for future campaigns and reference it when you’re planning a volunteer appreciation activity or event. 

3. Improved communication with supporters 

One of the most important aspects of donor acquisition and retention is communication. If you’re not talking to your donors, odds are they’re not thinking about your organization. That means less engagement and fewer donations. Plus, if you’re not regularly  thanking them for their engagement, they’re likely to feel unappreciated. 

With dedicated donor management software, you can stay on top of virtual fundraising campaigns and send fundraising emails to a specific segment of your donor base. That way, you don’t have to spend hours sifting through contact information and typing in email addresses. You can draft a single email to send to a certain segment of your audience, check a box, and send it off to just that segment, allowing for maximum personalization. 

Messages that feel personal—that recognize something more unique about that specific person, like that they’ve donated before, or they attended your last event—are more likely to connect with the recipient and result in engagement. One of the most fundamental ways to do this is to greet each donor by name in your emails, rather than using a generic greeting. Email tools that integrate with your CRM should be able to easily pull and automatically populate names into your messages.

The time you save from automating the bulk of your thank-you messages could be spent by further personalizing thank-you messages to your top donors, like signing their letters by hand or even calling them to express your gratitude. 

Software also drastically simplifies thanking your supporters and following up over time. It’s easy to set up automated confirmation emails in response to any donation, as well as thank-you emails customized for the type of donation, whether it was a win at a virtual auction, a donation to your virtual fundraiser, or a recurring contribution. 

Thanking your donors and volunteers promptly and genuinely will help you secure long-term support for your cause. Don’t let it fall through the cracks because of poor organization and system incompatibility. 


So what’s the end goal of nonprofit management software? The most immediate benefit is getting the administrative or repetitive manual tasks out of the way so you and your staff can focus on the important work to further your cause. Manual data entry is not the best way to be spending anyone’s time. Instead of pushing information around on spreadsheets, you could be designing your next fundraiser or brainstorming volunteer appreciation ideas to increase engagement

That may sound obvious, but there are reasons organizations hold onto old, inefficient systems: they’ve been in place forever; they’re familiar; it’s perceived as a stress to change systems. While upgrading to professional-grade software is an important investment, working with a unified software system saves you time, boosts results, and helps you more easily identify shortcomings.

Ultimately, you’ll free up time for what really matters: your mission, the people you help, and the community that depends on you. Good luck! 

4 Strategies for Smarter Virtual Fundraising in 2021

This year, the term “virtual fundraising” became a hot topic for nonprofit professionals everywhere. While online giving was on the rise even before 2020, it wasn’t until this year that virtual fundraising became the rule rather than the exception.

Since stay-at-home orders were first put in place, your team has likely learned a lot about how to pursue your mission in a remote landscape. Your team has launched virtual events, engaged with donors online, and continued to raise needed funds.

But in some cases, it’s possible that you’re relying on band aid fixes or a disconnected network of tools that you’re already starting to outgrow. As we approach a new year, it’s a good opportunity to revisit your virtual fundraising strategy and make improvements.  

To reach your online fundraising goals in 2021, your nonprofit must leverage powerful tools and engagement data throughout every aspect of your strategy. 

At SalsaLabs, we empower nonprofit professionals with software solutions for smarter fundraising, data management, and donor engagement. Based on some of the strategies we’ve seen work well throughout the challenges of COVID-19, we’ve compiled a list of recommendations to elevate your upcoming fundraising efforts:

  1. Use data to better inform your campaigns.
  2. Send targeted communications to supporters.
  3. Utilize marketing automation tools.
  4. Choose unified CRM and fundraising software.

Just because 2020 is almost over doesn’t mean the need for virtual fundraising is going anywhere. Even once in-person interactions are safe again, nonprofits will likely continue to employ virtual engagement tactics because they are so cost-effective, efficient, and widely accessible to supporters. 

With all of these potential benefits, it’s clear why your virtual fundraising strategy needs to be in tip-top shape. Now, let’s dive into how you can make those improvements.

1. Use data to better inform your campaigns.

At the heart of any successful fundraising campaign should be a strong understanding of two main things: your supporters and your past campaigns. 

When you capture, record, and use this relevant and highly informative data, you’ll be better able to plan and execute any fundraiser.

This way, you can make plans based on real knowledge of what will resonate with your supporters rather than on assumptions. It’s all too easy to fall into the trap of stereotypes like “older supporters don’t understand social media” and “Millennials can’t stand phone calls,” but these cliches don’t reflect the uniqueness of your supporter base. 

Analyze your existing supporter data and past campaign information to consider questions such as:

  • What types of marketing tend to lead to more first-time engagements? For instance, are you more likely to get more new donors via Google ads or social media?
  • What leads to the highest engagement among your existing supporters?
  • In which ways do your donors prefer to give?
  • When is the best time to send emails or post on social media?

To know the answers to these questions, you need to be recording various metrics-based goals like click-through rate, dollars donated, number of new supporters, and more. When possible, try to track these metrics for different groups of supporters, such as by age group. This will help you determine how, when, and where to tell your story in a way that will resonate most effectively with your target audience.

According to AccuData’s guide to data marketing, data-driven campaigns have up to 5 times the ROI, so this practice is sure to pay off with more revenue for your mission. 

2. Send targeted communications to supporters.

The ability to quickly send a generic email to a mass amount of subscribers is both the beauty and downfall of email.

We’ve likely all received the standard “Dear friend” end-of-year email from a nonprofit. With a line like, “Whether you volunteered with us, donated, or attended an event, we’re grateful for your support,” it’s clear that the organization has no clue who is on the receiving end of the message! This kind of mass email is better than no thank-you at all, but it misses a valuable opportunity to connect more deeply with recipients.

Instead, with segmentation and personalization technology, you’ll be able to send emails that are more relevant and impactful to groups and individuals.

First, creating segments of supporters allows you to address groups based on a particular characteristic. You might choose to create segments based on the following criteria:

  • Engagement type (donor, volunteer, event attendee, peer-to-peer fundraiser)
  • Donation type (major donor, recurring, first-time, year-end)
  • Demographic characteristics (age ranges, location-based, income levels)
  • Interests (loves animals, interest in politics)

These are just a few examples to get you started. You can also create a custom segment based on criteria relevant to your nonprofit. For example, if you work at an animal shelter, you may consider creating segments for whether your supporters are cat people or dog people. Then, when you send your appeal emails, you’ll be able to tug at their heartstrings with the right kind of ask. 

In addition to sending emails that are tailored to different groups, you can also customize the content of the email to each individual. Some email marketing platforms allow you to use data fields to automatically pull data from your CRM and incorporate it into your outgoing emails. 

You could incorporate personalization into your email communications through the following strategies:

  • Tailoring the donation request. Use past data like a recent gift and wealth information to inform your next suggested gift amount. Artificial intelligence and machine learning are becoming more prevalent in donation software and can also automate the task of creating smart ask amounts for your appeals.
  • Using personalized data. Incorporating the supporter’s name, previous gifts or actions, or other details for a personal touch.

Studies have shown that segmentation and personalization can lead to a 760% increase in revenue for email marketers. To take advantage of this, be sure to find an email marketing platform that integrates seamlessly with your donor database.

3. Utilize marketing automation tools.

Once you have an informed, segmented marketing strategy in place, you can rely on automation tools to efficiently drive your efforts forward.

While automation won’t independently drive your marketing strategy to success, it can help to streamline your approach and save time for your team. Automation allows you to reach the right supporter, at the right time, with the right message—without anyone needing to hover over the send button.

Marketing automation is particularly helpful for moving a supporter through a dedicated email pipeline towards a target action (often called a drip email campaign). To give you a better understanding of how this might work at your nonprofit, let’s consider the following two example scenarios.

  1. Sarah signs up for your nonprofit’s newsletter. Over the coming weeks, she receives a “Welcome” series of emails at a pre-specified cadence that include information about your work and mission. The emails stop when Sarah completes the target action of making a donation.
  2. Jackson makes a first-time donation through your online giving page. Your matching gift software finds Jackson’s employer on a list of companies. Jackson receives a series of emails explaining how and why to submit a matching gift request, which stop when the match is secured.

While these target actions are both revenue-based, you can use marketing automation to promote any kind of engagement. For instance, you may want to encourage volunteer sign-ups or advertise registration for your upcoming virtual event.

For nonprofits, automation helps decrease staff time spent on marketing tasks and increases your team’s overall efficiency. Using your limited resources wisely can make a big difference in the success of your campaigns.

4. Choose unified CRM and fundraising software.

While all of the above strategies are helpful, they may be challenging or even impossible without the right technology on your side.

For the most successful virtual fundraising, you’ll want to implement software solutions that integrate with your CRM. You can also opt for a fundraising and CRM suite like Salsa’s donor management software and engagement platform that are built to function together. 

Without a connected system, you may have to rely on manual data entry or spreadsheet imports. Not only does this eat up a lot of valuable time, but it also opens the door for costly errors or omissions. 

Instead, a unified system allows you to trust that all of your supporter interactions and other data are in one place. The ability to see a big-picture overview will help your nonprofit learn more about its supporters, increase engagement, and raise more from your community.

A comprehensive tech stack will transform your virtual fundraising efforts across the board, but to demonstrate just one area of impact, we’ll explore the potential benefits for a peer-to-peer fundraiser. A comprehensive suite of nonprofit tech can:

  • Identify highly-engaged supporters, long-time donors and ambassadors, and invite them to participate with personalized outreach.
  • Send automated coaching emails to targeted groups of participants based on real-time fundraising progress.
  • Sync participant data with existing supporter records in your CRM. 
  • Follow up with new donors to share your gratitude and introduce them to your cause.

As this guide to peer-to-peer fundraising explains, it’s especially helpful to have easy access to performance data while the campaign is occurring. This way, you’ll be able to discover insights on the fly and make changes as needed, rather than having to wait for your next fundraiser. 

While some of these benefits are unique to peer-to-peer fundraising, the advantages of a unified CRM system are applicable to any of your virtual fundraising efforts.


As we move into 2021, nonprofits will continue to rely on virtual fundraising to pursue their missions safely and efficiently. As you prepare next year’s campaigns, make sure you’re relying on data, sending effective and tailored communications, and using a comprehensive and well-integrated database. By following these recommendations, you’ll be prepared to launch your best virtual campaign yet. Good luck!


This guest post was contributed by Hayley Roll, Marketing Analyst at Salsa Labs.

Marketing a Nonprofit Event Tips

Marketing a Virtual Nonprofit Event: 3 Essential Tips

2020 proved what we’ve known for a long time – nonprofits are resilient. Virtual events have been an effective option for nonprofits of all sizes for a year that looked very different from others. As we hit the ground running in 2021, virtual events can and should play central roles in your engagement strategies.

Unlike the lesson from “Field of Dreams,” just because a virtual event is built, doesn’t mean that contributors will come or that donations will flood in. To get the word out in today’s virtual world, you have to invest as much into your marketing efforts as you do to your fundraising!

To get the most from your fundraising, your virtual event needs to be marketed effectively before, during, and even after. 

There are a few reasons why this is true. Marketing provides you with an excellent chance to engage with the larger community and your supporters. Also, marketing informs people about what you do, your mission story, and over time, it helps to build your brand awareness. Let’s get started on 3 amazing marketing tips essential to planning and promoting your next virtual event:

  • Recruit ambassadors to help spread the word.
  • Centralize the virtual event experience.
  • Target your messages to particular donor segments.
Recruit ambassadors to help promote your virtual fundraising event.

1. Recruit ambassadors to help spread the word.

If you’re looking for a creative way to generate excitement for your event and reach new donors, we’ve got the perfect strategy for your nonprofit: Ambassador Fundraising.

This new trend harnesses ambassadors, or your most loyal supporters, to spread the word about your virtual event and fundraise before, during, and sometimes after.

Think of it as creating a fundraising army, whose built-in social and professional networks allow you to engage and funnel new volunteers, donors, and activists to your cause. But for it to be successful, you need to choose the right ambassadors for your cause.

Good places to look for ambassadors include:

  •  Board members: Board members are natural ambassadors. They are already committed and dedicated to the success of your nonprofit. They often have large professional networks, making them perfect social fundraisers. Engage them at a new level and watch their contacts turn into participants for your event.
  • Event committee: The people working on the event itself are passionate about the outcome! Tap the most dedicated committee members to become your ambassadors.
  • Volunteers: Volunteers are another reliable source for ambassadors, since they are deeply involved with your cause. They are used to giving their time and talent to your efforts. Target your most active and generous volunteers and ask them to join your ambassador campaign.
  • Micro-Influencers on social media: This is a great place to look if you’re just starting your ambassador program. Look for local personalities with a large network and an active social media presence.
  • Sponsor connections: Ask your sponsors and long-times community partners if they know of potential ambassadors. Call in those favors you have stored up to get great ambassadors working for your team.
  • Honorees at your signature event: Honorees are well-respected members of the community, which makes them the perfect supporters to raise donations before the gala.

Once you find the right ambassadors, the next step is to set them up for success! Outline clear goals, provide the right marketing assets, and let your ambassadors loose. Watch as their new network brings new attendees and donations to your virtual event.

Centralize the virtual event experience to simplify the process of promoting it.

2. Centralize the virtual event experience.

The world of fundraising has changed. Virtual events mean trading ballrooms for family rooms, stages for screens, and in-person entertainment for a new level of online engagement.

Successfully marketing your virtual event depends on your ability to reach and engage donors through a seamless donor experience. That’s why it’s essential to centralize the virtual event experience for your attendees – a one stop shop for them to support your mission virtually.

Tapping into the power of a tool like the OneCause Virtual Event Center takes the virtual experience to the next level. For your nonprofit, it means a centralized destination to point supporters towards with your marketing efforts. For your supporters, it means the ability to:

  • Engage with the event using a single device (mobile, tablet or desktop)
  • Register to effortlessly gain access to the virtual event
  • Consume content before, during, and after the virtual event
  • Explore why supporting the mission of the Nonprofit matters
  • Donate through traditional means (e.g. fund-a-need, live appeal)
  • Bid effortlessly in silent and live auctions without leaving the broadcast (i.e. live stream)
  • Purchase raffle tickets and other fixed price options

Centralizing your attendee’s virtual event experience means a more intuitive user experience during the event, resulting in boosted engagement and revenue.

Creating that sense of a giving community before, during, and after the virtual event – and delivering a delightful, online experience anytime, anywhere – is critical to fundraising success in this new virtual world. By centralizing these efforts, marketing your event is as easy as ever.

Target your promotional messages to specific segments of your donor  base.

3. Target your messages to particular donor segments.

Data is the key to unlocking your virtual event marketing potential! It allows you to engage better with donors and grow at scale (while still being personalized). By targeting your marketing messages to specific donor segments, you can boost engagement and registrations for your virtual event.

How you decide to segment your donors depends on the needs of your organization. Let’s take a look at a few ways that you can segment your donors to help make sure you are connecting with donors where they are.

  • How your donors were acquired
  • Size of gift
  • First time versus returning donor
  • One-time gift versus recurring donations
  • Age/demographics
  • Donor interest

You can even target the way your donors have engaged with your events. For example:

  • New donors who haven’t attended an event before
  • Loyal donors who used to attend events but haven’t virtually yet
  • Lapsed donors who haven’t donated in a while but need to be re-engaged

Figure out what will help you scale your virtual event fundraising while also keeping a personal touch to your efforts and roll with it!

After figuring out how you’re going to segment your donors, the next step is to create marketing messages tailored to their particular motivators. For example, donors who haven’t yet attended virtual events should be clearly shown how your virtual event will work and that your past virtual events have been enjoyable experiences for attendees and impactful for your cause.

Think about taking a multi-channel marketing approach to reaching these segments. Multi-channel marketing refers to using a variety of mediums to spread the word about your event in advance. Reaching a wide audience can be a difficult task. The best way to do so is to diversify your communications!

Use marketing channels such as:

  • Email newsletters
  • Social media networks
  • Text messages
  • Video marketing
  • Direct mail
  • Print handouts
  • Bulletin boards

A tactful multi-channel strategy is key to attaining maximum engagement with your event. But don’t try to do it all at once! Choose 2-3 tactics that work best for your team and your mission and focus your attention there.

Conclusion

In order to cultivate better relationships with your supporters, your organization should be consistent in its outreach, communications, and engagement. A strong marketing strategy for your virtual event will give you what you need to grab and maintain donors’ attention from a distance.

Promoting Your Virtual Volunteer Opportunities: 4 Pro Tips

With people and organizations moving to the virtual landscape in the COVID era, there are new ways to empower and engage your supporters. Whether you’re looking to increase virtual event attendance or expand your volunteer base, developing a volunteer management strategy tailored to attracting online engagement is crucial.

In the digital age, effectively promoting your virtual fundraising opportunities is essential for mobilizing people to support your organization’s mission. 

Effectively managing your volunteers has a beneficial payoff for your organization. With a well-planned strategy comes increased engagement, meaningful relationships with your volunteers and community, and boosts to revenue over time. Plus, developing a strong plan will save your team time and expand your events’ turnout. 

Surprisingly, many growing organizations neglect developing a concrete promotional strategy for their volunteer programming. This component is often overlooked due to other priorities taking precedence. Some consider it to take too much time to address, or sometimes volunteer management is an issue not yet on their radar. However, remember that your organization can get ahead and grow your impact by making effective volunteer engagement and management a point of focus. 

Because virtual volunteering is at the forefront of an organization’s recruitment strategies and has staying power, it is a worthwhile endeavor. Digital platforms reach a broad audience regardless of location and can exponentially grow your organization’s reach. However, effectively promoting these opportunities is the challenge, as virtual volunteer involvement is still new for many supporters. 

Here’s what to consider when forming your strategy for promoting volunteer opportunities:

  • Using dedicated volunteer management software.
  • Tapping into the power of peer-to-peer recruiting.
  • Taking a targeted approach to marketing.
  • Promoting new ways for volunteers to grow their impact. 

This year, aim to seek out new ways for your organization to stand out online. Promote your organization’s opportunities strategically while forming meaningful connections with those who support you. Here’s how to promote your nonprofit’s virtual volunteering opportunities to your online audience of supporters. 

Use dedicated volunteer management software.

Anchoring your recruitment efforts with dedicated volunteer management software is a crucial aspect of your growth in the digital age. This software simplifies the management of those who volunteer with and support your mission. It will also provide invaluable data by tracking volunteer engagement. 

With this information, it’ll be easier to refine your marketing strategies over time by showing you what does and doesn’t work to attract and engage new volunteers. The long-term value of investing in management software is beneficial as it helps your organization increase volunteer engagement and retention to better support your cause.

For example, tracking engagement data can help you discover:

  • Which marketing outlets most effectively attract volunteers
  • Trends in volunteer feedback
  • Common characteristics of your most engaged volunteers

With these crucial metrics at your fingertips, your organization has untapped growth potential. Reading into trends and understanding behaviors will help you place your promotional efforts in the right place at the right time.

For instance, if you find that social media is your most effective source for volunteers for a particular type of virtual volunteer opportunity, you can anchor your future outreach strategies with social media. Or, if you find that volunteer sign-ups dropped for a recent event or campaign, you can look back to your marketing strategies to see exactly where your promotional efforts underperformed.

Tap into the power of peer-to-peer recruiting.

Your current volunteers are some of your most valuable assets when it comes to recruiting new volunteers. Provide them with the right tools to recruit volunteers to support your cause! Whether it’s on-the-ground or virtual support, every member is a crucial part of your organization and can act as a powerful ambassador when equipped for the job.

An effective way to gain traction with potential volunteers is through digital communication. This can take many forms on a variety of platforms. Encourage your volunteers to actively share their experiences on their social media platforms and by digital word of mouth; texting.

You want to ensure that your volunteers provide valid links to connect potential supporters with your online pages. Volunteer opportunity networks (like Mobilize) also help with this task too. It provides your volunteers with easy social share buttons and copy-and-paste codes to share via text or email. 

Be sure to include your organization’s social media handles as a point of contact, as well. Here, you might offer a range of engaging content:

  • Testimonials and stories from past volunteers
  • Impact reports and photos or videos of previous volunteer events
  • Volunteer shout-outs
  • The general buzz and conversation around your mission and work

Through social media, potential volunteers can get an accurate and immersive look into what it would be like to volunteer for your organization. Be sure to work these into your broader social media strategies to see the best results over time.

Finally, thank your volunteers for spreading the word. People respond well to appreciation and will be compelled to keep recruiting on your behalf. This directory of thank-you templates from Good United is a handy resource to get started. 

Take a targeted approach to marketing.

In the last year, marketing communication has shifted largely online, especially with people working from home. This sudden change forces nonprofits to rethink communication strategies, especially their approaches to marketing their events and efforts to their volunteers. 

Just as your organization has altered its strategy for communicating with employees internally, make sure your external communication to volunteers is also following today’s best practices. To stand out in a crowded online space, targeting your message specifically to them will be your best bet.

Start by refining your email strategies. With email being a cornerstone of digital communication, messages that seem irrelevant or spammy are much more likely to get ignored by your volunteers. Combat this by keeping your end-user in mind. Write your subject lines and openers to acknowledge that they’re people behind the screens, too. Rather than blasting general announcements about new opportunities to all of your supporters, take a more targeted approach when possible. 

There are helpful resources to refer to for tactful audience-centric messaging. This will help make your messages more effective and prevent them from feeling like generic or irrelevant appeals for support. 

These emails can be personalized by direct your users to the most relevant opportunities based on what you already know about them. An example of this could be tracking which types of opportunities a volunteer has engaged with in the past to promote specific future opportunities to them. This will further enhance their relationship with that supporter and encourage them to continue to support your cause.

This messaging practice can further be used to encourage non-volunteers to get involved. When someone donates to a particular campaign, consider how that campaign’s specific messaging and goals motivated them to give. What action words and attention grabbers did they use to reach the end goal of the user donating? Use those insights to determine which types of volunteer opportunities and messaging tactics will be most appealing to them.

Promote new ways for volunteers to grow their impact.

Giving current volunteers ways to grow their impact on your mission is another vital part of effective long-term volunteer management. When you’ve built strategies to retain volunteers over the long haul, also use them to attract new supporters. Beyond expanding your volunteer base, find creative ways to expand their opportunities with your organization. An investment in their engagement is a powerful motivator.

When you expand opportunities for your volunteers, it can look like a variety of methods. For example, you can provide current and potential volunteers with opportunities like:

  • Volunteer grants that can help them boost their impact on your mission through matched donations from their employers.
  • Training programs and additional development opportunities to learn new skills related to your work.
  • Special membership perks for stand-out members, such as long-term volunteers, and those who are proactive in recruiting new volunteers.

By offering ways for volunteers to grow their impact over time, you essentially give them a reason to stick around. In addition to simply offering a range of different volunteering opportunities, Tactics like these are key to engage and retain supporters over the long run, which is itself one of the best ways to market your programming to potential volunteers.

With new and effective methods to promote your organization’s virtual volunteer opportunities, you can grow your reach and impact. Digital platforms have taken precedent with volunteers and organizations alike to recruit, retain, and motivate volunteers. 


It’s crucial to remain at the forefront of effective volunteer management strategies. If strategic volunteer management is a new undertaking for your organization, brush up with Mobilize’s complete guide, which walks through even more marketing and recruiting tips.

Regardless of the exact tactics you roll out, the main idea is to come up with the best ways to effectively inform others of your opportunities, as you want to expand your reach as much as possible. Your organization’s online presence has the potential to reach a broad audience regardless of location. Your impact can grow in exponential ways as you deepen relationships with your supporters. 

Creating your strategy is as simple as using the right volunteer management software to expand your organization’s mission’s reach and impact. Be sure to supplement it with peer-to-peer recruiting and targeted messages. 

With the new year, there is ample opportunity for creative and practical ideas to bolster your digital presence. With this, your organization’s volunteer base will expand and further the impact you have in your community.

This ONE Thing Will Transform Your Marketing & Fundraising

The opportunity you have right now is SO big, that it’s a bit overwhelming. …
You have a blank canvas of a year in front of you, and the marketing and fundraising actions you take right now will have a huge impact on your results.

So, what are you going to change? And what should stay the same? How will you create a masterpiece with this year of time and opportunity?

You know that marketing and fundraising have to be more on target than ever, with messages based on right-now data and stories from across your channels, campaigns, and programs. That’s the path to Priority 2014—the relevant, memorable and unified supporter or participant experience you must provide, an experience that builds on each supporter’s or participant’s till-now engagement with your organization and is most likely to motivate her next action.

Practically speaking, there’s just ONE path to that kind of unified experience: Right-Things, Right-Now Marketing.  Get there with this Right-Things, Right-Now Nonprofit Marketing Plan Template

Here’s how to produce a relevant, memorable and unified supporter experience:

1) Center supporters and participants at the heart of your organization, now and forever.

This isn’t bright-and-shiny new, but it’s more important than ever. Let me put it this way: If you don’t shape program and services, marketing and fundraising around your supporters’ and participants’ actions, wants, habits, and values, you’ll alienate folks who are close now and fail miserably in making new friends.

Volunteers, donors, activists, program participants, and other supporters are vital to achieving your mission. You can’t do it without them, so keep your eye on the prize.

To Do

  • Focus on no more than three groups of individuals—those most likely to take the actions you need or who represent the greatest risk to achieving your mission if not engaged this year.
  • Break these groups into segments by special interest, wants, previous actions, location, or any other combination of selections
  • Get to know them (see #3 below).

2) Listen to and learn from your people in a way that’s radically different from what you’re doing right now.

To Do

  • Set your end goal as treating (and communicating with) your supporters and participants as individuals, rather than one-size-fits-all, as much as possible. That means, each person’s experience (or segment of folks with like experiences) defines your marketing and fundraising approaches.
  • To get there, learn everything you can about your people every way you can, on an ongoing basis:
    • Develop personas or profiles that typify a member of each audience or segment and surround yourself and your colleagues with persona head shots—it’s hokey, but it keeps the people who count at the top of everyone’s mind
    • Create an ad hoc marketing advisory group to call on for super-short input when you are uncertain about a certain message, channel, or approach. What you think counts far less!
    • Listen to what’s being said about your organization and team online, and engage with the speakers human-to-human
    • Survey via brief online questionnaires, motivating participation via e-mail and social media channels, and concrete incentives
    • Collect information on interests and more via every single active transaction (giving, volunteer sign up, event registration) pages, e-mail, social and, conversations.

3) Set up systems, roles, and responsibilities to harvest, share, and analyze data, feedback, anecdotes plus  other insights

To Do

  • Assess where supporter information to date—preferences, habits, relationships and interactions— lives across all departments and databases in your organization
  • Implement a robust database tool that enables you to connect all data on a single supporter or participant (now fragmented in multiple departments and records) in a single, in-depth profile. That the key to the rich insights (a true 360-degree perspective) necessary for truly integrated marketing that reflects your supporters’ interactions with your organization over time, and is delivered consistently—across marketing channels and strategies—for a more relevant, resonant experience.
  • Log, share, and analyze what you learn about your people across your organization—instead of limiting analysis to actions within a single program, campaign or channel—in a way that’s easy to access for all.

The more coordinated and robust your insight is into each person you’re hoping to engage, the greater the probability you’ll motivate him or her to take the next action (or realize that he/she’s not a likely prospect).

4) Shape rewarding and connected relationships with your people OVER TIME—a cumulative supporter or participant experience.

Your prospects and supporters are just like you—Individuals want, and in many cases, expect, content and programs to be customized to their preferences, habits, and history of action.

The Altimeter Research Group has deemed this the “me-cosystem: The ecosystem that revolves around “me,” an organization’s data and technologies to deliver more relevant, useful, and engaging experiences. Supporters will benefit from contextualized experiences (digitally and otherwise), in exchange for giving up personal data.”

To Do

  • Apply your learnings and analysis, and those of your colleagues, to shape marketing and fundraising outreach, and hone programs and services on the fly; and
  • Ensure that one experience links to the next for each one of them (within reason, of course).

The “days of the one-off marketing project or fundraising campaign are over. Now it’s about data and profiles and [a series] of connected experiences,” says Dianne Wilkins, CEO, Critical Mass.

5) Get agile to satisfy supporter expectations that your nonprofit is constantly adapting to fit their schedules and lives

And that has to include how they interact (or not) with your marketing and fundraising outreach, and your programs and services.

Beware! There’s still way too much talking about data and stories among nonprofits, and way too little acting on these insights. Priority 2014 means changing that. In fact, “[supporters and participants] are insisting that [nonprofits] sew together all of the micro-interactions (between organizations and individuals) in an intelligent way. And when [organizations] disappoint, their people often let them have it, and very publicly,” says Wilkins.

To Do

  • Replace traditional campaigns—based on pre-determined start and stop dates and series of messages—with real-time marketing, based on supporters and participants’ actions and schedules
  • Kill the e-mail blasts—sending the same e-mail to everyone at the same time—(they’re the loudest “who cares” I know; who wants to be blasted?)
  • Segment your lists as precisely as time, expertise and tools allow, grouping prospects by shared wants, values, or engagement history to produce more relevant content
  • Start to tear down the age-old barrier between program and marketing/fundraising efforts (and views of your participants and supporters).

6) Shift toward “all for one and one for all” teamwork

Priority? Throw down the gauntlet and tear down your marketing and fundraising ivory tower to excite and empower your colleagues!

In fact, that’s the only way you’ll build the all-organization relationships, sense of adventure, and satisfaction necessary to drive a speeded-up marketing, delivery, and revision cycle on both program/service and marketing/fundraising fronts.

To Do

  • Join your colleagues across your organization in shaping ambitious but realistic roles and responsibilities for data and story gathering, sharing, analysis, and action.
  • Dedicate yourself, no matter your role, to making your donor experience as relevant and resonant as possible.

I urge you to forget whether you staff a program, run the teen volunteer program, do back-end accounting, or have the word “marketing” in your title. Instead, focus on joining forces to produce a satisfying, memorable, and unified supporter experience. It’s the ONE thing that will move your mission forward.

Bonus: Reduces your workload, increases your confidence that you’re doing the right thing, and sends your professional happiness sky high.

Kick start your ONE thing now, with the Right-Things, Right-Now Nonprofit Marketing Plan Template

Toward a Relevant, Unified Supporter Experience–What are You Doing Now?
What are you doing to deliver right-things, right-now marketing? What’s working, and what’s getting in your way? Please share your experience here.

P.S. Thanks to Gary Keller for inspiring me to focus on the ONE thing, as “Success demands singleness of purpose.”  I strongly recommend you read Keller’s The ONE Thing: The Surprisingly Simple Truth Behind Extraordinary Results