One of many largest world giving pushes on the earth, Giving Tuesday, can be right here this yr earlier than we all know it. So now’s the time to organize for Giving Tuesday matching presents success.
Falling annually on the primary Tuesday instantly after Thanksgiving, this worldwide day of generosity can have an incredible impression on nonprofit fundraisers. Final yr boasted a record-breaking giving day, with 37 million taking part adults contributing over $3.1 billion within the U.S. alone. And company matching presents empower nonprofits to double their fundraising success.
Nevertheless, many organizations didn’t notice their fullest potential when it got here to matching presents. In spite of everything, greater than $4 to $7 billion in obtainable match funds goes unclaimed on an annual foundation. That is largely attributable to a lack of know-how by eligible donors who don’t in the end request the related match funding from their employers. Taking steps to safe this income to your group as you head into the end-of-year giving season can go a great distance.
On this information, we’ll stroll you thru the unequalled worth of company gift-matching—and professional practices your group can implement to make every donation rely extra.
Understanding Your Giving Tuesday Matching Reward Potential
Matching presents can dramatically enhance fundraising outcomes. On Giving Tuesday, organizations count on to see elevated donor engagement, surges in incoming funds, and extra. And the group behind Giving Tuesday studies that campaigns leveraging donation-matching sometimes elevate 3-5x extra than these that don’t.
However why is that this—and the way does it impression your fundraising group?
Matching presents are probably the most extensively utilized forms of company philanthropy by corporations of all shapes, sizes, and sectors. When donors give to their favourite nonprofits, their employers pledge to match these presents with their very own funds. It’s basically the “Purchase One, Get One Free” sale of fundraising.
Not solely do matching presents present an accessible type of company giving income, however they have a tendency to drive particular person involvement in fundraising as effectively. Actually, our analysis signifies that 84% of surveyed donors usually tend to contribute to a fundraising marketing campaign if a match is offered. On the similar time, 1 in 3 supporters acknowledged that they’d enhance the scale of their donation in the event that they knew it might be matched.
This ends in fundraising appeals that incorporate matching presents producing a 71% enhance in response fee and a 51% enhance in common donation quantity.
Beforehand, Giving Tuesday boasted over 31 million donors’ presents being matched by their employers. These accomplished matches introduced in a further $29.7 million in fundraising income. This yr, we’re hoping to beat these numbers—and the Double the Donation group is right here that will help you accomplish that.
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14 Tricks to Incorporate Matching Items in Your Giving Tuesday Plan
We now have quite a lot of expertise working with fundraising organizations to optimize their matching reward methods. Thus, we all know the best strategies for driving matching reward success this Giving Tuesday and past.
Take a look at these tried-and-true practices as your group begins crafting its giving day fundraising plan. Then, decide how one can implement the following tips in your individual technique.
1. Introduce matching presents in inside Giving Tuesday preparations.
Greater than probably, your group plans to host some form of devoted Giving Tuesday coaching main as much as the large day. This will contain establishing a fundraising timeline, crafting donor-facing messaging, and setting particular targets to make sure your entire group is on the identical web page.
One of many first issues you are able to do to set your nonprofit up for Giving Tuesday success is to include matching presents all through these preparations.
Getting your fundraising employees on board with the chance means that you can empower them as a few of your biggest matching reward advocates.
And how will you accomplish that? All of it begins with advertising matching presents to your inside group.
Particularly, you’ll wish to cowl:
- The fundamentals of company matching reward applications (i.e., what they’re, frequent stipulations, and so on.)
- The impression that company gift-matching can have in your fundraising efforts (donation response charges and reward sizes, company partnerships, supporter engagement)
- An outline of the matching reward cycle (from identification to submission and funding disbursement) and the best way to help donors by the method
- How group members can take advantage of any matching reward know-how in your fundraising software program toolkit
- How you can be taught extra in regards to the alternative (attend a webinar, enroll in Double the Donation’s Matching Reward Academy)
Contemplate using numerous communication channels to interact your inside viewers (equivalent to fundraising employees, entrepreneurs, board members, key volunteers, and extra). This will embrace in-person or digital shows, emails, and different sources to unfold consciousness.
Finally, it’s important that you simply get your group excited to take advantage of matching presents come Giving Tuesday and past.
2. Set up an identical reward fundraising aim beforehand.
Identical to you most likely have (or can have) a aim that represents your supporters’ complete giving on Giving Tuesday, it’s a good suggestion to determine a separate aim unique to matching presents for the marketing campaign. No matter whether or not you choose to measure complete income by company presents or the variety of donations efficiently matched, monitoring targets is the important thing to figuring out success and provoking engagement.
To set a lofty but practical matching reward fundraising aim this Giving Tuesday, you’ll first wish to analyze your previous fundraising and matching reward efficiency. For instance, let’s say your group collected $1,000 price of matching presents related to Giving Tuesday donations final yr—with little to no promotional exercise round company matching. This yr, you’ll be able to count on to see a major enhance by taking a proactive method to informing donors, encouraging participation, and even automating the matching reward expertise.
From there, remember to talk this aim (and your progress towards it) main as much as, throughout, and after your Giving Tuesday marketing campaign. Aiming for a particular goal will mean you can set up a way of urgency and encourage eligible supporters to take their subsequent steps. Strive utilizing a fundraising thermometer in your marketing campaign web page, social media, or donor messaging as an instance your motion towards the matching reward aim in a visible means.
Be aware: As you set your aim, nonetheless, understand that the disbursement of matching reward funds is usually delayed. That stated, monitoring your matching reward participation by the whole quantity or worth of matches recognized—or the variety of matching presents requested—will be a superb substitute. That is particularly helpful for a time-bound marketing campaign in the course of the giving season!
3. Contemplate partaking taglines, graphics, and blurbs.
Many nonprofits commit vital time, vitality, and creativity to planning and executing their Giving Tuesday fundraising efforts. And sometimes, the campaigns with essentially the most distinctive and fascinating parts are those that stand out and see the best stage of success.
The Giving Tuesday organizers even encourage nonprofits to customise the official marketing campaign emblem to greatest join with their very own audiences for that reason.
So, what does that imply to your matching reward efforts on at the present time?
We, just like the Giving Tuesday group, encourage you to get inventive together with your promotions. Which may imply developing with creative taglines, crafting novel hashtags, designing eye-catching graphics, or writing witty blurbs. Whereas the aim is to drive participation in your matching reward marketing campaign, the trail to get there includes distinctive content material and actionable messaging.
Listed here are just a few examples to contemplate. Be happy to regulate these concepts to replicate your group’s mission, voice, and magnificence!
Double the #GivingTuesday Love
Promote company matching presents as a method to amplify the impression of donations on Giving Tuesday. This sort of effort pairs effectively with match-related imagery to represent the doubling of donations. For example—pairs of animals, twins posing in an identical outfits, matching (or mismatched) socks, and extra. If it’s one thing related to your mission, that’s even higher.
By emphasizing that donors’ contributions could also be matched, you’ll be able to reiterate the best way that every reward can multiply in worth to your trigger.
After #GivingTuesday comes #MatchingWednesday
One other concept includes partaking your donors in matching presents the day after Giving Tuesday. By introducing a #MatchingWednesday follow-up marketing campaign, you’ll be able to retain your group on the forefront of supporters’ minds for longer. Plus, enable them to stretch their presents with out re-opening their wallets.
To not point out, a lot of the Giving Tuesday buzz can have settled down. This implies you’ll have much less competitors to your viewers’s consideration and certain a extra outstanding spot of their inboxes. Nevertheless, it nonetheless means that you can capitalize on the momentum of Giving Tuesday to drive continued giving and impression.
4. Get impressed by different nonprofits’ matching reward efforts.
Generally one of the best ways to encourage your individual group’s fundraising initiatives is to check out different nonprofits which have seen nice success of their efforts. In terms of matching presents on Giving Tuesday, exploring organizations which have achieved so successfully in earlier years might help inform your group’s technique.
We’ve positioned just a few standout examples of Giving Tuesday matching presents campaigns that engaged their audiences, knowledgeable supporters of matching reward alternatives, and in the end drove extra matches to completion.
First, these matching reward banners have been integrated into one of many largest healthcare and analysis organizations’ Giving Tuesday pages:
This group repeatedly highlights the matching reward alternative all through its marketing campaign touchdown web page. It additionally makes use of a personalized Giving Tuesday emblem to draw the viewers’s consideration and enlists donor-centric language to name the supporter to speedy motion.
To not point out, this nonprofit additionally equips its supporters with an identical reward automation platform. This makes it faster and simpler than ever earlier than for donors to double their impression with a match from their employer!
Right here’s one other instance from an animal welfare and repair canine coaching group selling matching presents in its Giving Tuesday marketing campaign:
This visually targeted marketing campaign makes use of the “cuteness issue” to catch supporters’ eyes and elicit an emotional response to the fundraising attraction. With matching canine images to signify the matching donation alternative, the group goals to drive donations and matches with a mission-relevant customized graphic.
And once more, this group leverages matching reward software program to simplify the worker matching reward expertise for its donors! The less complicated it’s for supporters to finish the match request course of, the extra income a group can count on from the funding supply.
Subsequent, a Utah-based meals financial institution incorporates an identical reward attraction on its Giving Tuesday web page, as seen beneath:
This effort focuses closely on the group’s impression. Not solely does the marketing campaign graphic fairly actually put a face to the fundraising want, however it additionally shares a related statistic that emphasizes the significance of donor giving for the nonprofit’s viewers. And it permits the supporter to see how their potential reward could make twice the distinction!
Plus, with an identical reward software program on this meals financial institution’s Giving Tuesday tech stack, supporters can obtain details about and take part of their employers’ matching reward applications with just some straightforward (and guided) steps.
Lastly, take a look at this instance from an environmental nonprofit primarily based in Los Angeles, California:
This Giving Tuesday matching presents promotion incorporates a devoted weblog put up on the group’s web site. The content material shares a number of straightforward ways in which supporters can strengthen their donations when taking part within the giving day marketing campaign and is designed to help the fundraiser in maximizing particular person assist.
The methods highlighted embrace making a recurring donation, contributing presents of inventory, amplifying the group’s efforts with word-of-mouth advertising, and, in fact, taking part in worker matching presents.
5. Learn up on corporations with Giving Tuesday matching applications.
Greater than 24,000 corporations have identified matching reward applications worldwide. A number of the most notable examples embrace Normal Electrical, Microsoft, Google, Walt Disney Firm, Coca-Cola, and Residence Depot. As these are usually organized as a year-long initiative, workers who work for these corporations will probably qualify to have their Giving Tuesday donations matched.
Nevertheless, it’s additionally price noting that some companies choose to go above and past with their matching reward applications—particularly for Giving Tuesday! Familiarizing your employees with prime matching reward applications beforehand will mean you can put together to greatest share the data with donors who work for these corporations. To not point out, selling Giving Tuesday-specific matches is a good way to incentivize giving and matching by eligible workers.
For example, the businesses beneath have elevated their matching reward ratios to multiply worker presents made on Giving Tuesday at a higher fee.
The Estée Lauder Firms
Usually matching donations at a 1:1 fee (i.e., a $50 reward produces a $50 match), Estée Lauder provides its workers a “double-matching presents” program on Giving Tuesday. When a qualifying employees member makes a donation on Giving Tuesday, the corporate in the end triples the reward for the group.
Fiserv, Inc.
Fiserv usually matches worker presents at a typical 1:1 match fee. Nevertheless, presents made on Giving Tuesday have been multiplied at a better stage—providing a limited-time 2:1 matching reward ratio.
Caterpillar
Caterpillar Inc., matching presents by the Caterpillar Basis, incentivizes participation in Giving Tuesday by its workers by providing a higher 2:1 match. This limited-time motivator is usually hosted for the 2 weeks main as much as Giving Tuesday whereas the corporate establishes an annual match restrict of $1.5 million.
BlackRock
BlackRock encourages worker giving on giving days by providing a 2:1 match ratio for presents made in the course of the span of Giving Tuesday. For many different donations all year long, nonetheless, the corporate matches at a typical 1:1 fee.
Elevance Well being
Although this firm sometimes matches presents at a dollar-for-dollar fee, group member presents contributed on Giving Tuesday have been matched at a 3:1 ratio. Meaning if an worker offers $100, Elevance Well being matches with $300—basically quadrupling the worth of the preliminary reward.
6. Suggest Giving Tuesday customized match applications with company companions.
Sadly, some corporations nonetheless don’t have extensively accessible matching reward applications—however that doesn’t imply it’s best to hand over on match alternatives for these donors. It simply means you must regulate your technique! And one tactic that we suggest goes significantly effectively with Giving Days, end-of-year fundraising, and different time-based initiatives: customized (or one-off) matching reward applications.
Right here’s the way it works: As you put together for Giving Tuesday, find an organization that employs an honest section of your donor base however doesn’t at the moment match group members’ donations. Attain out to that firm’s management (or encourage your donors to achieve out themselves to forge a connection) and suggest a devoted matching reward partnership for Giving Tuesday.
As soon as agreed upon, your group will add the customized program to your matching reward search software. (Trace: Nonprofits utilizing Double the Donation’s platform can add one-off initiatives to their database utilizing the distinctive program administration characteristic.) This manner, it’s going to populate in qualifying donors’ employer queries when the marketing campaign is reside.
In this kind of program, the corporate would commit solely to matching presents to your group, probably inside a set marketing campaign window on or round this yr’s annual Giving Day. And it’s a good way for unfamiliar employers to change into acquainted with worker donation-matching, too!
*As a observe, this characteristic is designed particularly for fundraisers seeking to handle customized matching reward initiatives—360MatchPro does not work straight with firms. When you’re an organization excited by creating an identical reward program, contact us, and we’ll share details about our company vendor companions.
7. Share about Giving Tuesday and matching presents on social media.
Your group’s social media profiles are probably a few of your biggest advertising and communications property—particularly relating to your fundraising efforts. As Giving Tuesday is a largely digital marketing campaign, leveraging your on-line presence is a should. And selling matching reward alternatives by these channels will be significantly impactful.
Previous to the large day, teaser posts can create anticipation by highlighting not solely the upcoming Giving Tuesday marketing campaign but additionally the chance to amplify donation impression with worker matching presents.
Take a look at the pattern put up beneath—and remember to hyperlink to your matching presents web page within the caption to supply further data.
In the beginning of Giving Tuesday, contemplate posting one thing like this (trace: it may also be added to your giving day marketing campaign web page!). Once more, make sure it sends viewers to your match web page or donation type, empowering supporters to be taught extra and get entangled.
Then, all through the day, real-time updates (equivalent to progress towards your basic fundraising and matching reward targets) can showcase engagement and encourage giving by social proof.
Quickly after Giving Tuesday concludes, share one thing like this to acknowledge and admire donor giving and encourage them to take the following steps:
Bear in mind: constant messaging throughout these phases enhances engagement, prompts urgency, and extends your marketing campaign’s affect. To not point out, you additionally present digital content material that’s simply shareable for donors who wish to enhance their impression even additional by spreading the phrase in regards to the alternative to their very own networks!
8. Don’t neglect about volunteer grants.
Giving Tuesday isn’t nearly giving financially, both. Many nonprofit supporters worldwide select to interact with this world day of giving by donating their time and abilities. Thus, be certain your group isn’t overlooking one other sort of office giving program: volunteer grants!
Sadly, like conventional matching presents, many eligible workers stay fully unaware of the chance obtainable to them. By informing the volunteers who assist your nonprofit’s efforts in regards to the probability to amplify their impression with volunteer grants, your group can additional improve engagement on—and lengthy after—Giving Tuesday.
Encourage current volunteers to analysis their employers’ giving applications to find out eligibility. (Trace: In case you have entry to an identical reward database, see if it comprises volunteer grant data, too. Double the Donation’s does!) Then, ask that your volunteers apply for these grants to assist your group.
9. Spotlight matching presents in your marketing campaign touchdown web page and giving type.
You probably count on quite a lot of net visitors heading to your Giving Tuesday marketing campaign touchdown web page. Don’t let this useful resource go to waste! As a substitute, incorporate details about company matching reward applications to make sure every customer is uncovered to the chance.
Not solely will this enhance the probability that qualifying donors in the end full their matches, however it may well additionally encourage extra supporters to offer within the first place.
From there, donors will click on to entry your donation type and supply the data required to course of the reward. Along with the fundamentals—equivalent to their title, supposed donation quantity, and fee particulars—we additionally suggest amassing employment data.
When supporters present the title of the corporate they work for, it is going to be simpler to uncover eligible presents and observe up with focused directions for finishing the match.
Trace: In case your group has bought an identical reward database software program, it’s a good suggestion to embed your search software on each the Giving Tuesday touchdown web page and your on-line giving type. This widget can accumulate firm information within the donation course of and supply program tips and hyperlinks to submission kinds out of your affirmation web page—making it as straightforward as attainable to your donors!
10. Craft an inspiring matching reward ask.
Your matching reward attraction is likely one of the most important parts of your Giving Tuesday matching presents plan. Crafting an ask that incites your supposed motion—donors finishing company matching presents in your behalf—requires a strategic mix of urgency, emotion, and data. As you start workshopping your match attraction, contemplate borrowing ideas and methods out of your broader donation requests.
For instance, the official Giving Tuesday toolkit supplies a framework for establishing impactful fundraising asks. This features a…
- Perception assertion — a declaration of the group’s core values and convictions (ex: “We consider that no pupil ought to have to decide on between meals and studying.”)
- You assertion — a proof of the donor’s function within the marketing campaign and the way their assist might help (ex: “You’ll be able to assist us inventory the pantry in order that no pupil goes hungry.”)
- Alternative assertion — a name to motion inspiring donors to get entangled (ex: “Are you with us?”)
Working off these three parts, right here’s a pattern matching reward attraction the identical establishment may use to advertise corporate-matching alternatives on Giving Tuesday:
- Perception assertion — “Matching presents have the potential to multiply our college’s fundraising impression, in the end offering much-needed assist for college students in our neighborhood.”
- You assertion — “By finishing a short on-line submission type to your employer, you’ll be able to double the worth of your preliminary donation to our meals pantry fundraiser, permitting extra college students to learn from important meals and sources.”
- Alternative assertion — “Will you click on right here to finish your matching reward request?”
As all the time, simply keep in mind to regulate this pattern messaging to replicate your group’s personal mission, imaginative and prescient, and fundraising want.
11. Construct out your fundraising and matching reward tech stack.
Powering your Giving Tuesday marketing campaign with the best software program is crucial for optimum fundraising outcomes.
The Giving Tuesday group recommends testing your know-how by strolling by the whole giving course of from the donor’s perspective. This lets you gauge the person expertise, determine any roadblocks, and guarantee seamless giving come Giving Tuesday. We advise going a step additional and in addition testing out your matching reward expertise!
As you make your check donation, ask your self the next questions:
- Does the giving web page request my employment data?
- Does the affirmation web page encourage me to pursue a company matching reward, if relevant?
- If I offered my employment data, does the affirmation web page populate with company-specific program particulars?
- If I offered my employment data, am I supplied with a hyperlink to my firm’s on-line match request type?
- Do I obtain a follow-up e mail that comprises detailed data on the matching reward course of and urges me to finish my match?
When you discover areas with room for enchancment in your technique—or determine vital gaps in your tech stack—start tackling any points that come up instantly. You wish to make sure you present your supporters with the very best expertise attainable, and an built-in fundraising platform and matching reward software can do so much!
12. Ship post-transaction matching reward outreach.
After donors contribute to your Giving Tuesday marketing campaign, make sure they’re knowledgeable (or reminded) about matching reward alternatives to maintain them engaged. Sending post-transaction match-related outreach is a good way to make the most of your already excessive ranges of donor engagement.
It’s necessary to supply clear directions on how supporters can provoke the matching course of with their employers. And for the very best outcomes, timing issues! Double the Donation research point out that matching reward emails despatched inside 24 hours of a donation being made see a 53% open fee. That’s 2-3x the typical nonprofit e mail open fee.
Plus, with an identical reward software program, you’ll be able to automate tailor-made messaging in order that your fundraising group doesn’t must carry a finger.
Free useful resource: Take a look at our pattern matching reward letters to get a head begin in your group’s matching reward communications. Customise our free templates to greatest have interaction your viewers!
13. Enlist supporters to advocate for matching presents in your behalf.
One other key element of Giving Tuesday participation is advocacy. Thus, utilizing this opportunity to empower your nonprofit supporters to advocate for matching presents on behalf of your group and its mission ought to be a no brainer.
For instance, not all your donors will work for employers which have current matching reward applications. But when an worker have been to ask the corporate to rethink its office giving choices by matching presents, it might make an enormous distinction. Thus, enlisting supporters as advocates for matching presents on (or main as much as) Giving Tuesday might help your group amplify its long-term impression and engagement—even when it doesn’t outcome instantly in a match.
Contemplate sharing a customizable e mail template, like this one, together with your supporters:
Topic line: Request for a company matching reward program at [company name]
Hello [company leader],
I’m writing to request the addition of a company matching reward program at [company name].
1000’s of corporations supply worker matching reward applications as a method to assist their employees and provides again to their communities.
These applications additionally have a tendency to learn corporations when it comes to worker engagement and retention, alternatives to draw aggressive candidates, improved model picture, elevated gross sales, and extra.
Thanks to your consideration,
[Your name]
[Job position]
To not point out, donors can even advocate for matching presents to their mates, households, colleagues, and extra. We beforehand talked about that tons of match-eligible people stay unaware of the chance, and your supporters might help bridge the data hole by spreading the phrase!
14. Thank donors for all their involvement in your Giving Tuesday efforts.
On the conclusion of Giving Tuesday, it’s time to shift your efforts from an ongoing marketing campaign to post-fundraising stewardship and retention. And for matching reward donors, doing so is extra necessary than ever!
Thanking supporters for his or her involvement in your marketing campaign is significant for constructing and strengthening lasting relationships. Within the days following Giving Tuesday, automate personalised thank-you emails, make telephone calls, or ship handwritten letters that specific gratitude for donors’ assist.
Then, as matching presents are accomplished, don’t neglect to ship match-related acknowledgments, as effectively! We suggest thanking donors at two key factors: as soon as they verify that they’ve submitted their match request and after your group receives their employer’s match.
Plus, should you had supporters get entangled by volunteerism, advocacy, or different worker giving applications, remember to thank them for his or her engagement, too.
Subsequent Steps
With Giving Tuesday shortly approaching, there’s no higher time to revamp your group’s matching reward efforts. You definitely don’t wish to overlook this key income or the person and company engagement alternatives it brings. To optimize your technique, it’s necessary to take a proactive method to matching presents.
However keep in mind: equipping your fundraising group with the best instruments to take action is a should. Automation means that you can take advantage of matching presents with out investing a lot of your (maybe already stretched-thin) time and sources.
And it’s not simply useful on the large day, both. An identical reward platform can improve matching presents all through the remainder of your giving season, into the brand new yr, and past.
Begin prepping for Giving Tuesday! Get your matching presents technique prepared by exploring these further guides:
