Five Ways to Market Matching Donation Programs

Adam Weinger

We don’t normally talk much about corporate or employee donations here. So when Adam Weinger of Double the Donation volunteered to share a few thoughts on how to market a matching donation program, we said “Go for it!” ~ Kivi

Guest Post by Adam Weinger of Double the Donation

Raising money for your nonprofit can be a difficult task. Raising money and encouraging donors to do extra paperwork can be even more difficult. Many corporations are making a difference by matching their employees’ donations to nonprofits. Gift matching programs can quickly double your revenue if promoted well.

Marketing is a numbers game, and raising awareness about matching donation programs is no exception. So why not utilize every resource at your disposal? Here are five ways to maximize awareness of matching donation programs.

1. Use Social Media
The beauty of social media marketing is the ability to connect with users in a highly personal way. Facebook spokesperson Maloria Lucich explains that “people share, read, and engage more with any type of content when it’s surfaced through friend and people they know and trust.” This is not specific to just Facebook but also applies to any social media outlet like Twitter, Tumblr, or Pinterest.

Good social media marketing needs to be shareable. While a post about a corporate matching program may not be as exciting -or shareable- as a video from someone’s favorite band, not all hope is lost. Get creative, and make posts interactive. Sometimes getting users to share your content is as easy as asking.

2. Use Your Newsletter
More and more newsletters are making the transition from paper to electronic. This means that as users transition away from paper content raising awareness about donation matching becomes virtually costless.

Despite the proliferation of RSS feeds, social media, and blog, many individuals still consume the majority of internet content through newsletters. A simple e-blast about donation programs could raise awareness of donation matching to people already interested in your organization. Be sure to make the headline compelling and provocative to assure that users open your email rather than sending it to the trash folder.

3. Leave a Strong Impression
The best customer is a habitual one. Let your donors know that their contribution is valued by adding some personal flare.

Try a “thank you” prompt after their donation or a sincere email to express your organization’s gratitude. Within this “thank you,” make sure to promote corporate matching gift programs. Sending donors pictures of projects they help fund will help build a lasting personal connection with them.

Building lasting impressions will make sure that donors remember your organization next time they’re looking to make a contribution to a charitable cause and do their best to stretch their dollars.

4. Modify Your Donation Pages
Most individuals who donate to organizations don’t immediately think to check their company HR manuals to see if donations can be matched. More often than not, employees of companies that match donations are simply skipping the whole process.

Modify your existing donation and ways to give pages to encourage employees to see if their employers offer donation matching programs. If your organization operates only locally, research local organizations that offer matching donations. Then add a prompt on your donation page for users to identify if they work for a list of selected companies.

5. Promote Internally
Earlier we mentioned lack of donor awareness could be costing you vital revenue. Don’t let your own employees make the same mistake!

Make sure every department is aware of how donation matching works. Does your staff know the six different kinds of corporate giving? Whether it’s fundraising, marketing, or the operations department, every part of your operation can help disseminate and utilize information about corporate matching programs.

Try to get your departments to coordinate new and effective ways to promote corporate matching. After all, you could be doubling your donations!

Adam is the President of Double the Donation. Double the Donation works with nonprofit organizations to help them increase fundraising from employee matching gift and volunteer grant programs. Visit them at http://www.doublethedonation.com.