Volunteer Grant Marketing-Unlocking Hidden Revenue

Volunteer Grant Marketing: Unlocking Hidden Revenue

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Imagine if every hour a volunteer spent with your nonprofit came with a $25 check attached to it. For many of your supporters, this isn’t a fantasy—it’s a reality waiting to be claimed.

Volunteer grants, often called “Dollars for Doers,” are corporate giving programs where companies donate money to nonprofits based on the hours their employees volunteer. It is essentially free money for your mission. Yet, billions of dollars in corporate philanthropy go unclaimed every year simply because volunteers don’t know these programs exist.

The gap isn’t a lack of generosity; it’s a lack of awareness. That is where volunteer grant marketing comes in.

To bridge this gap, you don’t need a massive advertising budget. You need a smart, targeted strategy that educates your supporters and makes it effortless for them to submit their hours. In this guide, we will move beyond the basics and dive into actionable marketing tactics that turn your volunteer base into a revenue engine.

We will cover:

Let’s dive in and start turning those volunteer hours into essential funding.

Part 1: The Hidden Value of Volunteer Grants

Before you can market volunteer grants effectively, you need to understand the scale of the opportunity. These aren’t just small change; they are a significant, underutilized revenue stream.

What Are Volunteer Grants?

Volunteer grants are corporate giving programs where a company provides a monetary donation to an eligible nonprofit as a reward for an employee’s volunteer service.

  • Thresholds: Companies typically require a minimum number of hours (e.g., 10, 20, or 40 hours) to be served in a calendar year.
  • Payouts: Once the threshold is met, the company issues a check. This can be a set amount (e.g., $500 for 20 hours) or an hourly rate (e.g., $25 per hour).

Did You Know? 40% of Fortune 500 companies offer volunteer grant programs. Furthermore, 80% of companies with these programs offer between $8 and $15 per hour volunteered. With the estimated value of a volunteer hour hitting $34.79 in 2024, securing a grant effectively doubles the value of every hour served.

Why Marketing Matters

The statistics are stark: while millions of individuals work for companies with these programs, the average employee participation rate is only 3%. Why? Because no one told them. Your marketing strategy is the catalyst that transforms a passive volunteer into an active fundraiser.

Part 2: Building Your Volunteer Grant Marketing Strategy

You don’t need to reinvent the wheel. The most effective volunteer grant marketing integrates seamlessly into the communications you are already sending. Here is a channel-by-channel playbook.

1. Website Placement: The “Passive” Ask

Your website is your 24/7 development officer. Make sure volunteer grants are visible where supporters are already looking.

  • The “Ways to Give” Page: Add a section explicitly titled “Corporate Volunteering” or “Employer Grants.” Explain that their time can double as a financial gift.
  • The Volunteer Landing Page: This is critical. Before someone even signs up for a shift, they should see a message: “Do you work for a matching gift company? Your hours could be worth money to us!”
  • Search Tool: Embed a corporate giving database tool (like Double the Donation) directly on these pages. This allows visitors to type in their employer’s name and instantly see if they are eligible for a grant.

2. Email Marketing: The “Active” Ask

Email is your most direct line to supporters. Use it to educate and remind.

  • The Welcome Series: When a new volunteer registers, your automated welcome email should include a “Did you know?” section about volunteer grants.
  • The “Milestone” Email: Trigger an automated email when a volunteer hits a specific hour threshold (e.g., 10 or 20 hours).
    Subject Line: “You’re a star! (And you might be eligible for a grant)”
    Body: “Congrats on reaching 20 hours! Did you know many companies, like [Company A] and [Company B], will donate $500 for this milestone? Click here to check your eligibility.”
  • Seasonal Campaigns: During National Volunteer Month (April) or the end-of-year giving season, send a dedicated blast reminding volunteers to log their hours and submit grant requests before corporate deadlines expire.

3. Social Media: The “Public” Ask

Social media is perfect for quick, engaging reminders that normalize corporate giving.

  • Success Stories: Share a photo of a volunteer (let’s call him Mark). “Thanks to Mark for walking dogs every Saturday! And a huge thank you to [Mark’s Employer] for their $500 volunteer grant that paid for dog food this month!”
    Why it works: It publicly recognizes the volunteer (retention!) and the company (stewardship!), while subtly teaching other followers that this is something they can do too.
  • Tagging Companies: When you host a corporate group, tag the company on LinkedIn and Facebook. “Thank you to the team from @Salesforce for volunteering! We love our corporate partners.”

4. On-Site Marketing: The “In-Person” Ask

Capture volunteers while they are engaged in the work.

  • Signage: Place a QR code at your volunteer check-in kiosk or front desk. “Check if your employer will pay us for your time today!”
  • Training Materials: Include a one-pager about volunteer grants in your volunteer handbook or orientation packet.
  • Verbal Reminders: Train your volunteer coordinators to mention grants during the pre-shift briefing or post-shift thank you. “Thanks for coming today! Please remember to log your hours—many of your employers will match them with a donation!”.

Part 3: Identifying Eligible Volunteers

You can’t market to those you don’t know. The biggest hurdle for many nonprofits is a lack of employment data. Here is how to fix that.

1. Update Your Intake Forms

The best time to ask is at the beginning. Add an optional “Employer” field to your volunteer registration form.
Pro Tip: Use a search tool/drop-down menu rather than a free-text field to ensure standardized data (e.g., “Microsoft” instead of “MSFT” or “Microsoft Inc.”).

2. The “Update Your Profile” Campaign

Send an annual survey to your existing volunteer base. Frame it as a way to “help us serve you better” or “update our records.” Ask about their current employer and if they have access to a corporate portal like Benevity or CyberGrants.

3. Data Appends

If you have a large database with email addresses but no employer data, consider using a data append service. These tools can scan your list against public records and LinkedIn data to identify where your supporters work, allowing you to segment your marketing lists for high-value employers like Verizon or Disney.

Quick Tip: Retirees are eligible too! Companies like Intel and Chevron extend volunteer grant eligibility to retirees. Don’t exclude your older volunteers from your marketing; create a specific segment just for them.

Part 4: Tools to Automate Volunteer Grant Marketing

Manual tracking is sustainable for 10 volunteers, but not for 1,000. Technology is the key to scaling your volunteer grant marketing without burning out your staff.

1. Double the Donation

This is the industry standard for automating corporate giving.
The Magic: It integrates with your donation forms and volunteer registration pages. When a user enters their employer, the system automatically checks eligibility and triggers a personalized email with the exact forms and next steps they need.
The Benefit: You don’t have to be a “grant expert.” The system handles the guidelines for thousands of companies so you don’t have to.

2. Volunteer Management Systems (VMS)

A Volunteer Management System (also known as a VMS) is designed to log hours accurately.
Integration: Many of these platforms integrate directly with matching gift tools, creating a seamless flow from “Hour Logged” to “Grant Requested.”
Reporting: Use your VMS to generate reports on “Volunteers approaching grant thresholds” so you can send targeted nudges.

Part 5: Overcoming Common Barriers to Entry

Even with a compelling marketing campaign, friction is the enemy of conversion. If a volunteer hits a snag while trying to submit a grant request—whether it’s a confusing form or a lapse in memory—you lose that revenue. To secure these “dollars for doers,” your nonprofit marketing strategy must actively dismantle the logistical and psychological roadblocks standing in their way.

Barrier 1: “I Don’t Know If I’m Eligible”

The Obstacle: Most volunteers assume that only massive corporations like Google or Microsoft offer grants. They don’t realize that thousands of mid-sized companies, regional banks, and insurance firms also participate.

The Solution: The Instant Search
Don’t make them dig through their employee handbook. Provide immediate answers directly on your site.

  • Embed a Search Tool: Place a corporate giving search tool (like Double the Donation) on your volunteer landing page. This allows supporters to type in their company name and instantly see guidelines, minimum hour thresholds, and links to forms.
  • List Top Local Employers: Create a “Top Partners” section on your website listing local employers known for corporate philanthropy. Seeing their company’s logo validates their eligibility instantly.

Barrier 2: “It’s Too Much Paperwork”

The Obstacle: The term “grant” implies hours of writing proposals and filling out complex forms. Volunteers fear getting bogged down in bureaucracy.

The Solution: The “5-Minute” Promise
Reframe the process by highlighting the efficiency of modern CSR platforms.

  • Digital Portals: Educate volunteers that most companies use streamlined portals like Benevity, CyberGrants, or YourCause. These platforms often allow employees to log hours and request a grant in under five minutes.
  • Direct Links: In your email communications, provide direct URLs to these portals whenever possible. Removing the step of “searching for the login page” significantly increases conversion rates.

Barrier 3: “I Forgot (The Amnesia Factor)”

The Obstacle: Volunteers are busy. They might leave a shift intending to log their hours “later,” but “later” never comes.

The Solution: Automated Triggers
Integrate your volunteer management software with your communications strategy to catch them while the memory is fresh.

  • Post-Shift Automation: Set up an automatic email to trigger 1 hour after a shift ends. “Thanks for volunteering today! Don’t forget to log your hours here [Link] to unlock your corporate grant.”
  • Milestone Nudges: When a volunteer hits a common threshold (e.g., 20 hours), send a celebratory email that doubles as a reminder: “You just hit 20 hours! That is the magic number for a $500 grant from many employers. Check your status now.”

Barrier 4: “My Company Doesn’t Offer a Program”

The Obstacle: A volunteer checks their eligibility and finds nothing. They feel they have hit a dead end.

The Solution: Advocacy Tools
Turn that “no” into a “not yet.” Empower these volunteers to become internal champions for your cause.

  • Advocacy Templates: Provide a pre-written email they can send to their HR or CSR department asking to start a volunteer grant program. (See Template 3 in this guide).
  • Alternative Giving: If grants aren’t an option, suggest other ways their company might support you, such as matching gifts for cash donations or organizing a team service day.

Wrapping Up & Next Steps

Volunteer grant marketing is about working smarter, not harder. By educating the supporters who are already in your building, you can unlock a sustainable stream of unrestricted revenue that grows with your volunteer program.

Don’t let these corporate dollars disappear. Start small, automate where you can, and celebrate every win.

Ready to launch your strategy?

  • Audit your website: Is there a clear “Corporate Volunteering” section?
  • Check your forms: Are you collecting employer data from new volunteers?
  • Send one email: Pick your top 50 most active volunteers and send them a personal note asking if their company offers grants.

With the right message at the right time, you can turn every hour of service into a financial investment in your mission. And Double the Donation Volunteering can help! Get a personalized demo to see their platform in action and see how the automation tools make volunteer grant marketing easier than ever before.