Incorporating matching items into your nonprofit’s advertising and marketing technique can unlock important fundraising potential year-round. Nonetheless, timing is all the pieces in relation to 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 may also help you keep organized, intentional, and proactive in selling these helpful alternatives.
That’s why, on this weblog submit, we offer a year-round information to crafting a strategic matching present advertising and marketing calendar. This contains key promotional alternatives, corresponding to:
From New 12 months’s resolutions to year-end giving, we’ll discover the right way to combine matching items into your outreach efforts, making certain 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 in the course of the busy vacation giving season. Many donors might not have submitted their matching present requests but, and company deadlines for these submissions typically fall early within the 12 months.
(Enjoyable reality: Firms like Greatest 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 the beginning 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 submit you should use to get began:
To take advantage of this chance, nonprofits ought to ship personalised emails to donors who gave within the final 12 months. For the most effective 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 might create—corresponding to doubling the variety of meals supplied or timber planted—can even encourage motion.
Matching Present Month
When: February
February is acknowledged as Matching Present Month, which presents an ideal platform to amplify consciousness of company matching applications. This devoted month provides organizations a possibility 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 great time to bridge that information hole.
Right here’s an instance electronic mail header you should use to get began:
To leverage Matching Present Month successfully, nonprofits can host academic initiatives like webinars or Q&A periods to demystify the matching present course of. Sharing success tales and testimonials from previous matches can even encourage donors by displaying the tangible outcomes of their contributions. In the meantime, artistic campaigns utilizing themed hashtags, corresponding to #MatchingGiftMonth, can increase attain on social media and encourage sharing amongst supporters.
Match Insanity
When: March
March is synonymous with the thrill of school 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 submit you should use to get began:
An efficient Match Insanity marketing campaign includes setting a fundraising aim 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 be eligible to submit matching present requests for contributions made within the earlier 12 months, and also you’ll possible have obtained quantity of new-year items, too. This makes spring a great interval to encourage matching present follow-through.
Right here’s an instance social submit you should use to get began:
To capitalize on this season, nonprofits ought to ship vibrant, cheerful reminders to donors, encouraging them to “spring into motion” and double their influence.
Plus, newsletters and occasion follow-ups might be nice locations to include matching present messaging. Collaborating with corporations to host spring office giving or volunteer occasions can additional have interaction donors and employers within the matching present course of, too!
Summer season matching present reminders
When: June-August
Summer season could also be a slower season for fundraising, nevertheless it presents a possibility to take care of donor engagement when they might have extra downtime.
Reminders despatched in the course of the summer season months can hold matching items on the high of thoughts and guarantee nonprofits stay a part of their supporters’ giving priorities.
Right here’s an instance social submit you should use to get began:
Summer season campaigns can stand out by incorporating enjoyable, vacation-themed messaging, corresponding to “Make a splash this summer season by doubling your present!”
Multi-channel outreach, together with social media posts, postcards, and emails, can successfully have interaction donors who is probably not 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 great time to teach them about matching items and the way they’ll become involved.
Right here’s an instance social submit you should use to get began:
Nonprofits can maximize this chance by internet hosting donor appreciation occasions that embody discussions about matching items. These occasions, whether or not digital or in-person, present a platform to teach donors whereas thanking them for his or her assist.
Finish-of-year matching present follow-ups
When: November-December
The end-of-year giving season is a crucial 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 contemporary of their minds.
Because the 12 months involves a detailed, time-sensitive reminders ought to emphasize submission deadlines and the potential for doubled influence of their present.
(Enjoyable reality: 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 electronic mail header you should use to get began:
Nonprofits can even spotlight the tax advantages of year-end giving and matching items, offering donors with an additional incentive to take motion.
Giving Tuesday matching present outreach
When: Giving Tuesday and Matching Wednesday
Giving Tuesday is a worldwide day of generosity—and one of the vital essential days for nonprofit fundraising. Pairing matching items with Giving Tuesday outreach is a robust option to encourage donors to maximise their influence. To not point out, the day following Giving Tuesday has been dubbed Matching Wednesday, a robust alternative to get the day before today’s items matched whereas momentum is excessive.
Right here’s an instance electronic mail header you should use to get began:
Nonprofits can promote matching items via 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 this present day can additional amplify outcomes, inspiring supporters to present 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, corresponding to 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 take advantage of 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 might spotlight how matching items double the variety of timber planted or acres of land restored.
In the meantime, partnering with company sponsors that share the identical values can even improve visibility and participation in matching present applications.
Wrapping up & extra sources
A well-executed matching present content material calendar empowers your nonprofit to remain forward of the curve. This permits organizations to take advantage of each alternative to advertise company matching applications. Begin planning your matching present content material technique as we speak, and watch as your nonprofit’s influence grows month by month.
Bear in mind, every reminder, marketing campaign, or social media submit is an opportunity to attach donors with the facility of doubling their contributions—and fueling your mission extra.
Excited about studying extra about matching present methods? Try these advisable sources to proceed rising your information:
- The Final Information to Advertising and marketing Matching Items. Take a deep dive into all the pieces you’ll want to learn about advertising and marketing matching items. This complete information covers methods for selling matching present alternatives via electronic mail, social media, junk mail, and extra.
- How you can Get Matching Items Trending at Your Group. Seeking to enhance matching present consciousness inside your nonprofit? Study to interact workers, educate donors, and leverage know-how to create a tradition of matching items that drive long-term outcomes. Get the information to learn the way!
- Prime 20+ Matching Present Firms: Leaders in Company Giving. Uncover the businesses setting the usual in company philanthropy. This useful resource highlights over 20 high employers with beneficiant matching present applications, together with program particulars, eligibility necessities, and key insights.
