How Lehigh College Mastered Its Matching Present Month Push

Within the aggressive world of upper schooling fundraising, standing out in a donor’s inbox is a continuing problem. Universities are repeatedly vying for supporters’ consideration, looking for the funding wanted to help pupil scholarships, facility upgrades, and educational packages. Whereas main items and annual fund drives are customary apply, many establishments are sitting on a goldmine of untapped potential: company matching items.

Lehigh College not too long ago demonstrated {that a} strategic, targeted method to this income stream can yield unbelievable outcomes. By implementing a devoted matching reward month push, using compelling storytelling methods, and leveraging superior fundraising software program to do it, this faculty noticed important development in each donor engagement and precise income.

On this deep-dive case examine, we are going to discover the highly effective techniques the establishment used. Particularly, we’ll cowl:

Lehigh College’s matching reward success wasn’t unintentional; it was the results of a fastidiously crafted plan that mixed emotional reference to technical precision. Let’s dive in to study extra and see how your staff can implement a few of these main suggestions.

Entry the on-demand webinar replay to listen to straight from the Lehigh College improvement staff about their technique success!

The Strategic Pivot to a “Matching Present Month” Marketing campaign

Many nonprofits and universities deal with matching items as a passive income stream. They could embody a refined hyperlink on their donation kind or a line in a affirmation e mail, hoping donors will take the initiative to analysis their employer’s program. Lehigh College, nevertheless, determined to take a proactive stance. As a substitute of ready for matches to trickle in, they leveraged a serious business alternative: “Matching Present Month.”

For a number of years now, February has been widely known within the nonprofit sector as Matching Present Month. Whereas many establishments let this observance move with out fanfare, the Lehigh staff made the calculated resolution to completely capitalize on it. Sitting between the high-volume end-of-year giving season and the spring fundraising push, the prevailing designation of February as a time to deal with company giving supplied the proper anchor for his or her technique. By aligning their inside objectives with this participating occasion, Lehigh College reworked a quiet time of 12 months right into a vibrant marketing campaign centered on maximizing impression.

Leveraging the prevailing “Match Month” idea does two issues psychologically for the donor:

• First, it educates them; highlighting a particular month devoted to the apply alerts that this can be a customary, essential a part of philanthropy, not an obscure administrative course of.
• Second, it creates a “bandwagon impact.” When donors see a coordinated push throughout social media, e mail, and unsolicited mail tied to a broader motion, they really feel a better sense of urgency to take part.

Lehigh’s technique concerned extra than simply asking for cash. It concerned a complete audit of their previous efficiency and a willingness to broaden their attain. In earlier years, their common e mail viewers for such campaigns was round 2,200 recipients. For this push, they considerably expanded their scope, concentrating on over 9,000 recipients. This boldness in increasing the funnel was step one towards their record-breaking outcomes.

The Unbelievable Affect of Human-Centric Storytelling

Knowledge and {dollars} are essential, however they hardly ever open wallets on their very own. Reasonably, individuals give to individuals. Some of the efficient techniques Lehigh College employed was shifting from generic solicitations to emotionally resonant storytelling. For his or her February matching reward month push, they didn’t simply clarify how matching items work; they confirmed matching items in motion by the lives of their alumni.

The centerpiece of this content material technique was a function story titled “A Excellent Match — in Extra Methods than One.” This narrative method reworked a largely transactional course of right into a powerfully relational one.

Meet Danielle and Brian

The story featured Danielle Spar ’10 and Brian Cunningham ’10, a pair whose lives have been inextricably linked by their time at Lehigh College. They met on the faculty, which set in movement a collection of “good matches:” the proper faculty, a life-changing honors program, rewarding careers, and finally, marriage and household.

The narrative was good in the best way that it highlighted the “why” earlier than the “how.” It detailed their gratitude for the Martindale Scholar Associates Honors Program and the professors who toasted to the donors who got here earlier than them. This established a legacy of giving; Danielle and Brian wished to honor that legacy.

Crucially, the story defined that as a result of they work for firms with beneficiant matching reward packages (particularly Goldman Sachs and Financial institution of America), the beneficiant donors may simply triple their impression for his or her alma mater. Brian famous, “It’s a really highly effective factor to do, particularly if it’s achieved 12 months after 12 months.”

By centering the marketing campaign round a relatable, human story, Lehigh made the idea of matching items tangible. As a substitute of simply asking for cash, they confirmed alumni how their friends have been maximizing their impression with out digging deeper into their very own pockets.

Learn the total story right here.

Profitable Storytelling Metrics

The outcomes of this content-first technique have been plain. On the earth of digital advertising and marketing, engagement is the precursor to conversion. The net site visitors stats for February paint a transparent image of what donors favor:

• Generic Web page Efficiency: The overall college matching reward data web page obtained 76 views.
• Story Web page Efficiency: The “Excellent Match” story web page obtained 428 views (a 463% improve!).

This huge disparity proves that donors are way more prone to interact with content material that connects a technical fundraising mechanism (like matching items) to a private narrative (like Brian and Danielle’s). The story served because the “hook,” and the matching reward data was the “sinker.”

Implementing a Profitable Multi-Channel Advertising Technique

An awesome story is ineffective if nobody reads it, and Lehigh College understood that trendy donors are distracted and fragmented throughout varied media platforms. To chop by the noise, they executed a strong, multi-channel advertising and marketing technique. They didn’t depend on a single e mail blast. Reasonably, they created an ecosystem of communication that reached donors the place they have been.

Electronic mail Advertising Mastery

Electronic mail stays the workhorse of nonprofit fundraising, however “batch and blast” strategies have gotten much less and fewer efficient. Fortunately, Lehigh used good segmentation and constant branding to drive outcomes.

First, they ensured consistency. For your complete month of February, the event workplace included a particular matching reward snippet on the backside of each e mail despatched out, whatever the major subject (see the instance beneath). This system, often known as “piggybacking,” ensures that even when a donor opens an e mail about an alumni occasion or a extra normal publication, they’re nonetheless reminded of the matching reward alternative. It builds unconscious consciousness over time.

Second, their particular “Matching Present Month” e mail marketing campaign was significantly aggressive in its attain. As talked about, they focused 9,100 recipients, a big leap from earlier averages. This viewers included current-year donors in addition to those that had given final 12 months (LYBUNTs). The efficiency metrics have been excellent:

• Open Price: The first e mail achieved a 56% open charge. To place this in perspective, the business common for nonprofit emails typically hovers round 25-30%. Lehigh greater than doubled the usual.
• Click on-Throughs: Greater than 86 people clicked by to the web site, the best recorded quantity for an identical reward e mail on the college (boasting a 330% improve in comparison with the earlier peak of 20 clicks).

Bridging the Hole with Direct Mail

In an more and more digital world, bodily mail has a novel energy, particularly for older demographics or high-net-worth people who is probably not glued to their smartphones. For that reason, Lehigh didn’t abandon conventional mail; they optimized it.

The varsity’s improvement staff designed a month-to-month solicitation letter particularly for donors who have been recognized to work for matching reward firms and who had made a present the prior month. This can be a extremely certified section: they’ve already proven intent to offer, and they’re match-eligible. The letter wasn’t a generic “pricey buddy” notice; it was a focused software to drive engagement.

To bridge the offline-to-online hole, Lehigh included an simply scannable QR code within the letter (pictured above). This software enabled recipients to scan the paper with their telephone and be taken on to the matching reward webpage. Over 4 months, this QR code generated a complete of 26 scans. Whereas this quantity is decrease than e mail clicks, these are high-value interactions. A donor who takes the time to scan a bodily letter is commonly extremely motivated.

Social Media Engagement

To additional spherical out the technique, Lehigh College’s advertising and marketing staff designed a collection of vibrant, eye-catching banners and social graphics. These weren’t static; they have been rotated weekly to maintain the content material recent. The channels included:

• Instagram Tales
• Fb Tales
• Fb Feed
• LinkedIn Feed

Curiously sufficient, however maybe unsurprisingly for an expert giving subject, LinkedIn proved to be probably the most highly effective driver. Since matching items are tied to employment, selling them on an expert networking web site is a pure match. The LinkedIn posts generated the vast majority of social site visitors to the college’s matching reward content material on-line. Take a look at the instance submit beneath!

The Position of Fundraising Software program in Lehigh’s Matching Present Month Push

Strategic advertising and marketing drives site visitors, however the appropriate infrastructure captures income. Thankfully, Lehigh’s potential to determine match-eligible donors and course of these requests was powered by a big funding in fundraising know-how. On October 1, previous to the February push, Lehigh carried out Double the Donation’s fundraising software program.

Earlier than this implementation, the method of uncovering matching items was seemingly guide and reactive. Employees must depend on donors self-reporting their eligibility or checking employer lists on their very own. This creates friction and “drop-off” during which a donor intends to match however in the end will get misplaced within the paperwork.

Right here’s how a built-out software program toolkit helps.

Lowering Donor Friction

The brand new software program built-in straight into Lehigh’s current fundraising ecosystem, the important thing function being the streamlined search software. When a donor is on the giving web page or the devoted matching reward web page (pictured beneath), they’ll merely kind their employer’s title into an embedded search bar.

The database immediately acknowledges the corporate and gives the precise varieties, pointers, and subsequent steps required by that employer in actual time. In lots of circumstances, it gives a direct hyperlink to the corporate’s worker portal, in the end eradicating the guesswork. A donor like Brian or Danielle doesn’t must name their HR. As a substitute, the data is introduced to them straight in the meanwhile of giving.

Lehigh redesigned its matching reward webpage within the spring of 2024 to heart this search software. This web page turned the “hub” for all of the advertising and marketing spokes. A mixture of QR codes, e mail hyperlinks, and social media posts all directed site visitors to this central, automated hub.

Analyzing the Fundraising Marketing campaign’s Matching Present Outcomes

Did the funding in a devoted month, skilled storytelling, and matching reward database software program repay? The numbers communicate for themselves.

Lehigh College ran the numbers after its fiscal 12 months close-out, however even the preliminary information from the February push confirmed huge ROI. When evaluating the interval from October 1 (the software program implementation date) by February in opposition to the very same timeframe the earlier 12 months, the expansion was substantial.

Monetary Affect

The college reported a greater than $37,000 improve in matching reward income year-over-year for that interval. For a mid-sized improvement program, an additional $37,000 in unrestricted or designated funds is a serious win. That is income that requires no extra stewardship occasions, galas, or main reward officer journey. It’s effectivity at its best. Simply consider all the additional college students that may be supported with that funding!

Quantity Affect

Past the greenback quantity, the quantity of participation elevated. Lehigh noticed nearly 100 extra matching reward donations in comparison with the earlier 12 months. This metric is maybe much more essential than the income determine as a result of it signifies a behavioral shift within the donor base.

As soon as a donor submits an identical reward request, they’re extremely prone to do it once more in future years. Lehigh hasn’t simply captured $37k in one-time money. They’ve cultivated 100 donors who now perceive the method and are conditioned to double their impression on an annual foundation.

FAQ: Lehigh College’s Matching Present Month Wins

Lehigh College’s record-breaking matching reward month push was the results of cautious planning, cross-departmental collaboration, and strategic execution. That can assist you higher perceive the finer particulars of their method and how one can apply these classes to your personal group, we’ve compiled solutions to among the most continuously requested questions on their marketing campaign.

Q: What’s the greatest time to host a “Matching Present Month” push?

A: “Matching Present Month” is historically noticed in February of every 12 months. Nonetheless, your group can select to advertise matching items each time it matches greatest into your fundraising calendar. The best time for a devoted matching reward month push is just each time you may commit the assets to a sustained, 30-day push with out competing with different main asks.

Q: Past Match Month, what are another alternatives to advertise matching items?

A: Whereas Lehigh College’s success proves the facility of a concentrated matching reward marketing campaign in February, a strong matching reward advertising and marketing technique shouldn’t be restricted to a single month. Listed below are some key alternatives to maintain the momentum going:

• Begin-of-12 months Observe-Ups (January): The start of the 12 months is a “golden window” for retroactive matching. Many donors who gave through the busy vacation season might not have submitted their match requests but. Crucially, many main companies (reminiscent of House Depot and Greatest Purchase) supply a grace interval, permitting staff to submit matches for donations made within the earlier calendar 12 months by January thirty first or later.
• Match Insanity (March): Piggybacking on the joy of school basketball, “Match Insanity” campaigns are a wonderful approach to gamify matching reward fundraising. That is significantly efficient for universities like Lehigh, however it will probably work properly for nearly any nonprofit.
• Seasonal Reminders (Spring & Summer time): Don’t let the center of the 12 months develop into a lifeless zone. Spring is a time for “cleansing up” free ends. Subsequently, remind donors to examine their eligibility. Summer time, sometimes a slower fundraising season, is a superb time to interact donors with lighter, enjoyable messaging, reminiscent of “Make a splash this summer season by doubling your reward.”
• Finish-of-12 months & Giving Tuesday (Nov-Dec): The top-of-year giving season is probably the most crucial time for nonprofits. As donors rush to make tax-deductible contributions, you will need to guarantee matching items are a part of the dialog. Firms like CVS Well being and 3M have strict end-of-year deadlines, including a layer of pure urgency.
• Affinity Dates: Lastly, align matching reward messaging with dates that matter to your particular mission. If you’re an environmental group, push for company matches on Earth Day. If you’re an LGBTQ+ advocacy group, deal with Pleasure Month. This creates a pure connection between the donor’s values, the company companion’s objectives, and your total mission.

For much more actionable and well timed marketing campaign concepts, try our Matching Present Content material Calendar information!

Q: How do we discover donor tales like Danielle and Brian’s?

A: Have a look at your fundraising information! Run a report of donors who’ve efficiently matched their items previously few years. Then, attain out to them and ask, “Why did you select to match your reward?” Most donors are flattered to be requested and longing for an opportunity to share their tales to encourage others.

Q: Do we want particular software program to duplicate this success?

A: When you can run a advertising and marketing marketing campaign with out devoted software program, processing the inflow of requests can develop into troublesome by yourself. For that reason, instruments that automate identification and submission (like Double the Donation) are important for scaling. With out software program to streamline your efforts, your staff might drown in paperwork, or donors might quit attributable to complicated employer necessities or an absence of steering by the method.

Wrapping Up & Subsequent Steps

Lehigh College’s success gives a tangible blueprint for increased schooling and nonprofit fundraising. By humanizing the impression of matching items by storytelling, using a multi-channel promotion technique, and investing in the appropriate instruments, the college reworked its matching reward efficiency from passive to proactive.

Trying forward, the Lehigh staff plans to broaden its technique even additional. They’re at present attending conferences to learn to incorporate volunteer grants into their fundraising efforts. Moreover, they plan to combine “Matching Wednesday” into their platform subsequent November, persevering with to search for new angles to interact their alumni base.

The work isn’t completed, however with a strong basis of information and know-how, the longer term appears to be like brilliant.

Prepared to spice up your matching reward income? Request a demo of Double the Donation to see how our instruments can assist you determine extra match-eligible donors and drive income development similar to Lehigh College.