Your nonprofit’s donors are essential for propelling your mission forward. What if you could double their donations and raise even more revenue from their support?

Thanks to corporate matching gift programs, you can do exactly that! As a part of their corporate philanthropy initiatives, many companies match the donations their employees make to nonprofit organizations. The key to success lies in ensuring that your staff and donors understand the matching gift opportunities available. 

In this guide, we’ll discuss some matching gift basics and walk through the top 25 matching gift companies you should know. Here’s what we’ll cover:

• Top Matching Gift Companies: FAQs
• 25 Best Matching Gift Companies
• How to Earn More Matching Gift Revenue

According to 360MatchPro, “an estimated $2-$3 billion is donated through matching gift programs annually.” Is your nonprofit ready to tap into more of these valuable opportunities? Let’s get started!

Top Matching Gift Companies: FAQs

First, let’s take a look at a few frequently asked questions about matching gift companies so you can better understand how to leverage the opportunities they offer.

Why do companies have matching gift programs?

There are many reasons why businesses launch corporate philanthropy initiatives such as matching gift programs. The following statistics illustrate the importance of corporate social responsibility (CSR) among today’s companies:

• 75% of Americans indicate that companies should not just make money, but positively impact society as well.
• Around 50% of employees in the U.K. and the U.S. would resign from their roles if the company’s values did not align with their own.
• Employees prefer matching gift programs over any other corporate giving program.
• 90% of companies believe that partnering with reputable nonprofits enhances their brand.
• Employees who participate in corporate giving programs have a 75% longer tenure with their company.

From boosting their reputation to increasing employee engagement, companies receive a wide range of benefits from creating matching gift programs. This leads to more support for nonprofits like yours, allowing you to make an even greater difference in the community.

How do matching gift programs work?

Matching gift programs differ from company to company. Typically, the matching gift process looks something like this:

• A donor makes a gift to your nonprofit.
• The donor checks their eligibility using a matching gift database.
• Upon confirming eligibility, the donor submits a matching gift request.
• The employer reviews and verifies the request.
• The company matches the donation.

With the right tools and understanding of this process, you’ll be able to better inform donors of this opportunity and encourage more of them to submit matching gift requests.

What are the key characteristics of a top matching gift company?

More and more businesses are launching matching gift programs, with 51% of Russell 1000 companies publicly disclosing that they offer these opportunities to their employees. To single out the top matching gift companies from the crowd, however, it’s necessary to take a closer look at these differentiating elements:

• Low minimum match amount. Often, companies will only match an employee’s gift if it is higher than a pre-specified amount. This amount can range from $1 to over $100. The best matching gift companies have a low minimum match amount that makes it easier for employees to participate no matter their budget for charitable giving.
• High maximum match amount. Many businesses specify a maximum annual match amount as well, typically between $1,000 and $15,000. This means that they’ll contribute no more than the maximum amount stipulated, regardless of how much an employee donates in a given year. Many of the top matching gift companies have a matching gift cap on the upper end of that range, allowing participants to create a larger impact on nonprofits they care about.
• High match ratio. Match ratios determine how much a company contributes to a nonprofit based on the donor’s gift amount. While many choose to match donations dollar for dollar (1:1), match ratios can range anywhere from .5:1 to 4:1. The higher the ratio, the more revenue your nonprofit can receive from a single donation.
• Employee eligibility. While some companies limit their matching gift program participation to full-time employees, others allow part-time and retired employees to take part as well. This allows them to provide more support to the causes that their employees care about.

Keep these matching gift company characteristics in mind as you begin researching and promoting opportunities to your organization’s supporters. This way, you’ll get a better idea of how much you can expect to benefit from each program. Furthermore, many of the top matching gift companies also have volunteer grant programs that encourage their employees to dedicate their time and provide even more funding opportunities to nonprofits.

To set your nonprofit up for success, download Double the Donation’s free matching gifts checklist and share it with your team. This detailed resource will walk you through all the steps to making the most of matching gift opportunities.

25 Best Matching Gift Companies

Now that we’ve covered the essentials, let’s explore the 25 top matching gift companies your nonprofit should keep an eye on:

1. Soros Fund Management

Soros Fund Management stands out as a notable matching gift company due to its generous maximum match amount. The details of its program include:

• Match ratio: Up to 2:1
• Minimum match amount: $25
• Maximum match amount: $100,000 per year
• Eligible employees: Full-time

 

In addition to matching employee donations to most nonprofits, including educational institutions, Soros Fund Management offers a volunteer grant program. When an employee volunteers 20 hours or more with an organization, this company offers the organization a grant of $1,000 to $4,000, depending on the number of hours volunteered.

2. The Coca-Cola Company

The Coca-Cola Company matches gifts to nonprofits focusing on education, the environment, and arts and culture. The details of its program include:

• Match ratio: 2:1
• Minimum match amount: $25
• Maximum match amount: $20,000 per year
• Eligible employees: Full-time and retired

 

To ensure that their donations are matched, employees must submit their matching gift requests by February 28th of the year following when the gift was made.

3. Johnson & Johnson

Johnson & Johnson is another notable matching gift company, with program details such as:

• Match ratio: Up to 2:1
• Minimum match amount: $25
• Maximum match amount: $20,000 per year
• Eligible employees: Full-time, part-time, and retired

 

While retired employees are eligible for this company’s impactful program, Johnson & Johnson matches their donations at a 1:1 ratio, with a maximum contribution of $10,000 per year.

4. ExxonMobil

ExxonMobil dedicates itself to significant corporate philanthropy initiatives, including its matching gifts program. The details include:

• Match ratio: Up to 2:1
• Minimum match amount: $50
• Maximum match amount: $7,500 per year
• Eligible employees: Full-time, part-time, and retired

 

Similar to Johnson & Johnson, this company allows retired employees to participate in its matching gifts program, but matches their contributions at a 1:1 ratio. Furthermore, ExxonMobil offers two volunteer grant programs for its employees, one for individuals and one for teams, that empower them to further their impact on causes they care about.

5. Merck & Co.

Through its Partnership for Giving (P4G) program, Merck matches employee donations to organizations that support those in need, promote education, focus on environmental conservation, and more.

• Match ratio: 1:1
• Minimum match amount: $25
• Maximum match amount: $30,000 per year
• Eligible employees: Full-time and part-time

In addition to its matching gifts program, Merck provides a $500 cash contribution to nonprofits that their employees spend at least 40 hours volunteering with each year.

6. The Walt Disney Corporation

Over the past decade, Disney has matched over $104 million through its employee giving programs. Its matching gift program details include:

• Match ratio: 1:1
• Minimum match amount: $25
• Maximum match amount: $25,000 per year
• Eligible employees: Full-time and part-time

 

Additionally, Disney has a “VoluntEARS” grant program that allows employees to direct up to $2,000 in funds toward organizations with which they’ve spent time volunteering.

7. Amgen

The Amgen Matching Gift program allows employees based in the United States and Puerto Rico to amplify the impact of their donations by matching them dollar for dollar. The details of this program include:

• Match ratio: 1:1
• Minimum match amount: $50
• Maximum match amount: $20,000 per year
• Eligible employees: Full-time and part-time

Like many other top matching gift companies, Amgen also encourages its employees to get involved in the community through its volunteer grant program. Once an employee volunteers for at least 15 hours with an organization, they can request a $500 grant. Depending on hours volunteered, a full-time employee can request up to $2,000 in volunteer grants per year, while part-time employees can request up to $1,000 per year.

8. Microsoft

Microsoft matches employee donations to most nonprofits, including educational institutions, health and human services, arts and cultural organizations, and more. Its matching gift program details include:

• Match ratio: 1:1
• Minimum match amount: $1
• Maximum match amount: $15,000 per year
• Eligible employees: Full-time and part-time

Through the company’s volunteer grant program, employees can also request a $25 grant for every hour they volunteer with an organization. In just 2022, Microsoft employees donated $255 million, including company matches, and volunteered over 720,000 hours with nonprofits.

9. Gap Inc.

Gap Inc. offers numerous environmental, social, and governance (ESG) programs to engage its employees and generate a lasting impact on the community. Its matching gift program details include:

• Match ratio: 1:1
• Minimum match amount: $10
• Maximum match amount: $15,000 per year
• Eligible employees: Full-time, part-time, and retired

Beyond matching gifts, Gap Inc. has programs such as Money for Time, which involves donating $150 to a nonprofit for every 15 hours an employee volunteers with the organization. The company also encourages employees to spend five “on-the-clock” hours volunteering for causes close to their hearts.

10. Apple

Through its matching gifts program, Apple matches employee donations to most nonprofits dollar for dollar. The program’s specific details include:

• Match ratio: 1:1
• Minimum match amount: None
• Maximum match amount: $10,000 per year
• Eligible employees: Full-time and part-time

 

Apple employees can log in to access the company’s giving portal and view all of the complete matching gift guidelines for free. The company also offers a volunteer grant program, donating $25 for every hour an Apple employee volunteers with an organization.

11. Google

Google matches both personal employee donations made to nonprofits and donations made toward disaster relief or international relief. The specific details of its matching gifts program include:

• Match ratio: 1:1
• Minimum match amount: None
• Maximum match amount: $10,000 per year
• Eligible employees: Full-time and part-time

Like many of the best matching gift companies, Google offers a volunteer program and contributes $10 for every hour an employee volunteers with a nonprofit. Furthermore, the company matches funds raised by employees who participate in fundraising events such as marathons or bike rides.

12. Dell

Dell matches employee donations to most nonprofit organizations, including civic and community organizations, educational institutions, environmental causes, and more.

• Match ratio: 1:1
• Minimum match amount: $10
• Maximum match amount: $10,000 per year
• Eligible employees: Full-time and part-time

The company matches both individual donations from employees around the world and a portion of funds raised by employees during charitable events, such as walks and bike rides. Additionally, each quarter, Dell awards $150 donations to employees who volunteered more than 10 hours with a nonprofit. Since the inception of its volunteer program, Dell’s employees have spent more than 7.8 million hours volunteering with their nonprofit of choice.

13. Chevron

Chevron’s matching gift program, Chevron Humankind, matches employee contributions of both money and time to nonprofits. The program’s details include:

• Match ratio: 1:1
• Minimum match amount: $20
• Maximum match amount: $10,000 per year
• Eligible employees: Full-time and retired

 

Most nonprofits are eligible to receive matching gifts from this company, including educational institutions and arts and cultural organizations. While current full-time employees can request matched donations for up to $10,000 per year, retired employees can request up to $3,000 each year.

14. Boeing

Boeing’s matching gift program includes all current employees, in addition to retirees, spouses, and domestic partners. Additional details of this program include:

• Match ratio: 1:1
• Minimum match amount: $20
• Maximum match amount: $10,000 per year
• Eligible employees: Full-time and retired

 

Active employees receive a 1:1 match, while retirees, spouses, and domestic partners receive a .5:1 match. Additionally, Boeing offers a volunteer grant program, providing $100 grants for every 10 hours of volunteering, once an employee has contributed at least 25 hours to a nonprofit. The company also offers team volunteer grants, which increase depending on the number of employees who participate in a group volunteer opportunity.

15. State Street Corporation

State Street Foundation is the charitable arm of State Street Corporation that aims to engage employees and make a difference in the community. Its matching gift program details include:

• Match ratio: 1:1
• Minimum match amount: $25
• Maximum match amount: $10,000 per year
• Eligible employees: Full-time and part-time

In the past year, State Street Foundation has contributed $20.2 million to nonprofits, including matching gifts and grants. In addition to donating to organizations, employees can request a $500 grant from the company after volunteering 16 hours with a nonprofit.

16. American Express

American Express has both a generous cap on matching donations and increases its matching gift ratio for certain employees. The details of its matching gifts program include:

• Match ratio: Up to 2:1
• Minimum match amount: $25
• Maximum match amount: $8,000 per year
• Eligible employees: Full-time and part-time

While the standard match ratio is 1:1, employees who either serve on a nonprofit’s board or volunteer more than 50 hours a year can receive a 2:1 match for the first $1,000 donated to that organization.

17. Verizon

Verizon, through the Verizon Matching Incentive Program, matches employee donations on a dollar-for-dollar basis. The details of its matching gifts program include:

• Match ratio: 1:1
• Minimum match amount: $25
• Maximum match amount: $6,000 per year
• Eligible employees: Full-time, part-time, and retired

 

The company matches financial contributions to most nonprofits, as long as they have 501(c)(3) status or an international equivalent. Specifically, Verizon matches individual donations of up to $5,000 to higher education organizations and up to $1,000 to other nonprofits.

18. General Electric

In 1954, General Electric created the first-ever matching gift program. The details of this program include:

• Match ratio: 1:1
• Minimum match amount: $25
• Maximum match amount: $5,000 per year
• Eligible employees: Full-time and part-time

 

To date, this company’s matching gift program has raised over $1.5 billion in nonprofit donations. Additionally, General Electric offers a generous deadline for employees to submit their matching gift request (April 15th of the year following the donation).

19. Bank of America

The Bank of America Charitable Foundation Matching Gifts program matches employee donations to most verified nonprofits. The details of this program include:

• Match ratio: 1:1
• Minimum match amount: $24
• Maximum match amount: $5,000 per year
• Eligible employees: Full-time and part-time

 

While retired employees cannot participate in the matching gift program, they can request a $500 volunteer grant for every 50 hours volunteered with a nonprofit, for up to $1,000 per year. Current employees can take advantage of this impactful opportunity as well.

20. CarMax

The CarMax Foundation matches individual employee donations dollar for dollar. The specifics of its matching gift program include:

• Match ratio: 1:1
• Minimum match amount: $25
• Maximum match amount: $5,000 per year
• Eligible employees: Full-time, part-time, and retired

 

The maximum match amount factors in volunteer grants as well. For every hour a CarMax employee or an eligible family member volunteers, the company awards $15 to the nonprofit.

21. Pfizer, Inc.

Pfizer is another matching gift company that matches employee donations to recognized 501(c)(3) nonprofits. Its matching gift program details include:

• Match ratio: 1:1
• Minimum match amount: $25
• Maximum match amount: $5,000 per year
• Eligible employees: Full-time and part-time

 

In addition to matching gifts, the company has a volunteer grant program that can award up to $1,000 each year depending on the number of hours an employee volunteers. The Pfizer Foundation also offers disaster matches when humanitarian disasters occur, identifying organizations for which it will provide a dollar-for-dollar match for all contributions.

22. Salesforce

Salesforce encourages its employees to give back to the community through its matching gifts program. The specifics of this program are:

• Match ratio: 1:1
• Minimum match amount: $50
• Maximum match amount: $5,000 per year
• Eligible employees: Full-time and part-time

 

Furthermore, Salesforce employees receive seven paid days off each year to spend volunteering in their communities.

23. State Farm

State Farm is a matching gift company that matches employee donations to specific nonprofits that focus on education, safety, and community development. The details of its matching gifts program include:

• Match ratio: 1:1
• Minimum match amount: $25
• Maximum match amount: $4,500 per year
• Eligible employees: Full-time

Additionally, the company’s Good Neighbor Grant awards eligible nonprofits with a $500 grant whenever current or retired employees volunteer a minimum of 40 hours with that organization in a year.

24. The Home Depot

The Home Depot matches individual donations and funds raised by employees for charitable purposes, such as a 5K run. The details of its matching gifts program include:

• Match ratio: 1:1
• Minimum match amount: $25
• Maximum match amount: $3,000 per year
• Eligible employees: Full-time and part-time

 

Employees must register their gifts by January 31st of the year following their donation. Once they’ve registered their gift, they can easily and conveniently track their matching gift status online.

25. Starbucks

Starbucks matches donations made by current U.S. and Canada-based employees to nearly all nonprofit organizations. The specifics of this matching gifts program include:

• Match ratio: 1:1
• Minimum match amount: $25
• Maximum match amount: $1,000 per year
• Eligible employees: Full-time and part-time

Starbucks employees are also eligible for volunteer grants up to $1,000, depending on the number of hours they serve with a nonprofit.

How to Earn More Matching Gift Revenue

Since each matching gift company has differing guidelines, it’s important to have a way to effectively keep track of all of this information. Fortunately, there are tools made exclusively for nonprofits that will empower your team to identify these matching gift programs and boost your overall matching gift revenue.

Let’s explore some essential matching gift best practices for your nonprofit.

Use a Matching Gift Database

A matching gift database contains all the information your nonprofit and donors need to know about corporate matching gift programs. After considerable research and comparisons, our top recommended matching gift database to optimize your results is 360MatchPro by Double the Donation.

Double the Donation’s database houses up-to-date information on over 20,000 matching gift companies. This service allows you to embed a company search tool anywhere on your website, such as your donation page. When a donor makes a gift, the widget will automatically populate with their company’s matching gift forms and guidelines.

360MatchPro scans the information donors provide during the giving process, such as their employer information, and triggers branded follow-up emails depending on their matching gift eligibility. If it’s determined that your donor works for a company with a matching gift program, 360MatchPro will automatically send out matching gift request instructions on your behalf. This ensures that you can identify more eligible donors and boost your fundraising revenue.

Leverage Auto-Submission

Make it even more convenient for donors to submit matching gift requests on your nonprofit’s behalf with auto-submission. With this functionality, all they need to do is fill out their corporate email address, and the tool takes care of completing and sending the form.

To take advantage of auto-submission, the donor must work for a company that utilizes a corporate social responsibility (CSR) management platform that integrates with Double the Donation, like Millie or Selflessly. Furthermore, the receiving nonprofit must use Double the Donation’s matching gift tools.

Promote Matching Gifts to Supporters

Finally, ensure that all of your organization’s current and prospective donors are aware of matching gift opportunities by spreading the word about these programs online. In addition to using 360MatchPro to send automated emails to supporters, you can promote more matching gifts by:

• Creating informative social media posts.
• Writing blog posts on matching gifts.
• Advertising your matching gift page.

Your nonprofit doesn’t need an extensive marketing budget to boost awareness of matching gifts. By making the most of opportunities such as the Google Ad Grant program, your organization can claim $10,000 a month to direct users to your matching gift page. As with any grant opportunity, be sure to conduct your research ahead of time to determine your eligibility and maximize your chances of success.

Wrapping Up

Over 26 million people around the world work for companies with matching gift programs. While these 25 matching gift companies may be some of the most notable among nonprofits, there’s an abundance of opportunities for your organization to earn more revenue for its mission.

If you’re looking for more information on promoting and optimizing matching gifts for your nonprofit, check out these helpful resources:

• Matching Gift Best Practices: Raise More for Your Nonprofit. Discover more tips and tricks for raising matching gifts revenue for your nonprofit in this guide.
• Matching Gift Videos | Examples and Best Practices. Take your matching gift marketing to the next level by learning how to create a compelling matching gift video for your nonprofit.
• How to Apply for Google Grants: Get Approved in 5 Easy Steps. Ready to apply for Google Ad Grants and start advertising your matching gifts page? Follow these five easy steps.

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

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

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

• What Is a Nonprofit Digital Fundraising Campaign?
• What Are the Benefits of a Digital Fundraising Campaign?
• What Are the Elements of a Successful Digital Fundraising Campaign?
• 7 Digital Fundraising Campaign Strategies for Nonprofits

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

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

What Is a Nonprofit Digital Fundraising Campaign?

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

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

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

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

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

What Are the Benefits of a Digital Fundraising Campaign?

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

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

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

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

What Are the Elements of a Successful Digital Fundraising Campaign?

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

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

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

7 Digital Fundraising Campaign Strategies for Nonprofits

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

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

1. Google Ad Grants

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

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

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

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

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

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

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

2. Matching Gift Campaign

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

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

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

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

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

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

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

3. Email Marketing Campaign

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

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

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

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

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

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

4. Virtual Fundraising Event

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

While a technology-driven event might seem not as genuine or successful as an in-person one, virtual fundraising events give you an opportunity to get creative. If you’re worried about straying too far, you can choose to adapt a previous in-person event to be virtual.

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

• Virtual gala. Virtual galas are proof that online events can be just as glamorous as in-person events. Livestream entertainment and speakers and host fundraising activities to generate the revenue you need for your digital fundraising campaign.
• Virtual auction. Auctions are well-suited to the virtual sphere. Procure high-value items to auction off and invest in a remote auction tool that allows attendees to conveniently bid on items they’re interested in. The highest bidder will win the item and the proceeds will go towards your fundraising campaign.
• Webinar or panel. Invite nonprofit leaders and experts to discuss topics related to your digital fundraising campaign. Engage your audience in a unique way by allowing them to ask questions directly through a live chat.

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

5. Social Media Campaign

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

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

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

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

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

6. Peer-to-Peer Fundraising

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

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

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

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

7. Text Fundraising Campaign

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

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

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

Examples of Nonprofit Digital Fundraising Campaigns

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

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

Digital fundraising campaigns can take a variety of shapes and forms, making them a great choice for nonprofits that are willing to get creative. Don’t be afraid to take your fundraising to the next level by augmenting it with technology. Who knows, you might see success just like the three organizations above did!

Additional Resources

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

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

• Nonprofit Advertising: The Essential Guide (With Examples!) — Read this guide for more inspiration on advertising and promoting your nonprofit’s mission.
• Google Ad Grant Impact: Capturing Results and Measuring ROI — Interested in Google Ad Grants? Learn more about the impact that this program can make on your nonprofit.
• Facebook Challenges: Social Media Fundraising for Nonprofits — Lean into the power of social media and read about how Facebook Challenges can empower your nonprofit’s digital fundraising efforts.