Incorporating matching presents into your nonprofit’s advertising and marketing technique can unlock important fundraising potential year-round. Nonetheless, timing is every little thing on the subject of making an identical present influence. By aligning your campaigns with key dates, seasons, and donor behaviors, you’ll be able to guarantee your message resonates at simply the best moments. And fortunate for you, an identical present content material calendar can assist you keep organized, intentional, and proactive in selling these priceless alternatives.
That’s why, on this weblog put up, we offer a year-round information to crafting a strategic matching present advertising and marketing calendar. This contains key promotional alternatives, reminiscent of:
From New 12 months’s resolutions to year-end giving, we’ll discover the right way to combine matching presents into your outreach efforts, guaranteeing your nonprofit maximizes donor participation and doubles influence all year long.
Let’s get began—firstly!
Begin-of-year follow-ups
When: January
The start of the 12 months is a golden alternative to comply with up with donors from the earlier 12 months, particularly those that contributed throughout the busy vacation giving season. Many donors could not have submitted their matching present requests but, and company deadlines for these submissions typically fall early within the 12 months.
(Enjoyable truth: Firms like Finest Purchase, A&E Tv Networks, H&R Block, Residence Depot, and Fifth Third Financial institution have established matching present deadlines the next 12 months after a present is made, permitting for a few-month grace interval.)
By encouraging donors to behave promptly at first of the brand new 12 months, nonprofits can faucet into unclaimed matching present income whereas it’s nonetheless accessible.
Right here’s an instance social media put up you should utilize to get began:
To benefit from this chance, nonprofits ought to ship personalised emails to donors who gave within the final 12 months. For the very best outcomes, these messages ought to embody clear directions for submitting matching present requests and supply hyperlinks to instruments that simplify the method. Highlighting the extra influence their match may create—reminiscent of doubling the variety of meals offered or timber planted—may also encourage motion.
Matching Reward Month
When: February
February is acknowledged as Matching Reward Month, which presents an ideal platform to amplify consciousness of company matching applications. This devoted month offers organizations a chance to focus their messaging on educating donors and constructing momentum round matching present alternatives.
Many donors stay unaware of their employers’ applications, making this a really perfect time to bridge that information hole.
Right here’s an instance e mail header you should utilize to get began:
To leverage Matching Reward Month successfully, nonprofits can host instructional initiatives like webinars or Q&A classes to demystify the matching present course of. Sharing success tales and testimonials from previous matches may also encourage donors by displaying the tangible outcomes of their contributions. In the meantime, inventive campaigns utilizing themed hashtags, reminiscent of #MatchingGiftMonth, can develop attain on social media and encourage sharing amongst supporters.
Match Insanity
When: March
March is synonymous with the thrill of faculty basketball’s March Insanity, and nonprofits can use this power to create their very own “Match Insanity” campaigns. These themed initiatives add a way of urgency and enjoyable to matching present outreach, interesting to donors’ aggressive spirits and inspiring them to take motion.
Right here’s an instance social put up you should utilize to get began:
An efficient Match Insanity marketing campaign entails setting a fundraising objective and monitoring progress in actual time, making a dynamic and fascinating expertise for supporters.
To not point out, borrowing sports-inspired messaging and graphics could make the marketing campaign visually interesting and memorable.
Spring matching present reminders
When: April-Could
Spring is a season of renewal—and a very good time to remind donors about matching present alternatives. Donors should still be eligible to submit matching present requests for contributions made within the earlier 12 months, and also you’ll possible have acquired a very good quantity of new-year presents, too. This makes spring a really perfect interval to encourage matching present follow-through.
Right here’s an instance social put up you should utilize to get began:
To capitalize on this season, nonprofits ought to ship vivid, cheerful reminders to donors, encouraging them to “spring into motion” and double their influence.
Plus, newsletters and occasion follow-ups will be nice locations to include matching present messaging. Collaborating with firms to host spring office giving or volunteer occasions can additional interact donors and employers within the matching present course of, too!
Summer time matching present reminders
When: June-August
Summer time could also be a slower season for fundraising, however it presents a chance to take care of donor engagement when they could have extra downtime.
Reminders despatched throughout the summer time months can preserve matching presents on the prime of thoughts and guarantee nonprofits stay a part of their supporters’ giving priorities.
Right here’s an instance social put up you should utilize to get began:
Summer time campaigns can stand out by incorporating enjoyable, vacation-themed messaging, reminiscent of “Make a splash this summer time by doubling your present!”
Multi-channel outreach, together with social media posts, postcards, and emails, can successfully interact donors who might not be checking conventional communication channels as steadily throughout this era.
Fall matching present reminders
When: September-October
Because the 12 months transitions into fall, donors start getting ready for year-end giving. This makes it a really perfect time to coach them about matching presents and the way they will become involved.
Right here’s an instance social put up you should utilize to get began:
Nonprofits can maximize this chance by internet hosting donor appreciation occasions that embody discussions about matching presents. These occasions, whether or not digital or in-person, present a platform to coach donors whereas thanking them for his or her help.
Finish-of-year matching present follow-ups
When: November-December
The end-of-year giving season is a essential time for nonprofits, and matching present follow-ups can considerably enhance income throughout this era. Many donors give generously in December, making it important to remind them to submit matching present requests whereas the contributions are nonetheless recent of their minds.
Because the 12 months involves an in depth, time-sensitive reminders ought to emphasize submission deadlines and the potential for doubled influence of their present.
(Enjoyable truth: Firms like UnitedHealth Group, CVS Well being, 3M, AAA, and Subway all have enacted end-of-year matching present deadlines, including a layer of urgency to year-end submission reminders.)
Right here’s an instance e mail header you should utilize to get began:
Nonprofits may also spotlight the tax advantages of year-end giving and matching presents, offering donors with an additional incentive to take motion.
Giving Tuesday matching present outreach
When: Giving Tuesday and Matching Wednesday
Giving Tuesday is a world day of generosity—and probably the most essential days for nonprofit fundraising. Pairing matching presents with Giving Tuesday outreach is a strong strategy to encourage donors to maximise their influence. To not point out, the day following Giving Tuesday has been dubbed Matching Wednesday, a strong alternative to get the day prior to this’s presents matched whereas momentum is excessive.
Right here’s an instance e mail header you should utilize to get began:
Nonprofits can promote matching presents by Giving Tuesday (and Matching Wednesday) emails, social media posts, and marketing campaign touchdown pages. In the meantime, real-time influence updates and countdowns can set up a way of urgency and pleasure, driving donors to behave.
Partnering with company sponsors to supply particular (or one-off) matches on today can additional amplify outcomes, inspiring supporters to provide and share the marketing campaign with their networks.
Bonus: Affinity day/week/month messaging
When: Your group’s affinity day, week, or month
Affinity days, weeks, or months, reminiscent of Earth Day or Delight Month, present nonprofits with a singular alternative to align matching present messaging with causes that resonate deeply with their donors. These particular events create a pure connection between company giving and a particular mission, inspiring supporters to take part.
To benefit from these alternatives, nonprofits ought to tailor their messaging to the themes of the occasion. For instance, throughout Earth Day, a nonprofit centered on environmental causes may spotlight how matching presents double the variety of timber planted or acres of land restored.
In the meantime, partnering with company sponsors that share the identical values may also improve visibility and participation in matching present applications.
Wrapping up & further sources
A well-executed matching present content material calendar empowers your nonprofit to remain forward of the curve. This enables organizations to benefit from each alternative to advertise company matching applications. Begin planning your matching present content material technique right now, and watch as your nonprofit’s influence grows month by month.
Keep in mind, every reminder, marketing campaign, or social media put up is an opportunity to attach donors with the ability of doubling their contributions—and fueling your mission extra.
All for studying extra about matching present methods? Try these really helpful sources to proceed rising your information:
- The Final Information to Advertising and marketing Matching Presents. Take a deep dive into every little thing you should learn about advertising and marketing matching presents. This complete information covers methods for selling matching present alternatives by e mail, social media, junk mail, and extra.
- How one can Get Matching Presents Trending at Your Group. Trying to enhance matching present consciousness inside your nonprofit? Study to interact employees, educate donors, and leverage know-how to create a tradition of matching presents that drive long-term outcomes. Get the information to find out how!
- Prime 20+ Matching Reward Firms: Leaders in Company Giving. Uncover the businesses setting the usual in company philanthropy. This useful resource highlights over 20 prime employers with beneficiant matching present applications, together with program particulars, eligibility necessities, and key insights.
