Incorporating matching presents into your nonprofit’s advertising technique can unlock important fundraising potential year-round. Nonetheless, timing is every part with regards to making an identical reward impression. By aligning your campaigns with key dates, seasons, and donor behaviors, you may guarantee your message resonates at simply the best moments. And fortunate for you, an identical reward content material calendar may help you keep organized, intentional, and proactive in selling these worthwhile alternatives.
That’s why, on this weblog put up, we offer a year-round information to crafting a strategic matching reward advertising calendar. This contains key promotional alternatives, equivalent to:
From New 12 months’s resolutions to year-end giving, we’ll discover learn how to combine matching presents into your outreach efforts, guaranteeing your nonprofit maximizes donor participation and doubles impression all year long.
Let’s get began—at first!
Begin-of-year follow-ups
When: January
The start of the yr is a golden alternative to comply with up with donors from the earlier yr, particularly those that contributed throughout the busy vacation giving season. Many donors could not have submitted their matching reward requests but, and company deadlines for these submissions usually fall early within the yr.
(Enjoyable reality: Firms like Greatest Purchase, A&E Tv Networks, H&R Block, Residence Depot, and Fifth Third Financial institution have established matching reward deadlines the next yr after a present is made, permitting for a few-month grace interval.)
By encouraging donors to behave promptly firstly of the brand new yr, nonprofits can faucet into unclaimed matching reward income whereas it’s nonetheless accessible.
Right here’s an instance social media put up you should utilize to get began:
To profit from this chance, nonprofits ought to ship customized emails to donors who gave within the final yr. For the most effective outcomes, these messages ought to embrace clear directions for submitting matching reward requests and supply hyperlinks to instruments that simplify the method. Highlighting the extra impression their match might create—equivalent to doubling the variety of meals supplied or timber planted—also can encourage motion.
Matching Present Month
When: February
February is acknowledged as Matching Present Month, which provides 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 reward alternatives.
Many donors stay unaware of their employers’ applications, making this an excellent time to bridge that information hole.
Right here’s an instance e mail header you should utilize to get began:
To leverage Matching Present Month successfully, nonprofits can host instructional initiatives like webinars or Q&A classes to demystify the matching reward course of. Sharing success tales and testimonials from previous matches also can encourage donors by exhibiting the tangible outcomes of their contributions. In the meantime, inventive campaigns utilizing themed hashtags, equivalent to #MatchingGiftMonth, can increase 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 vitality to create their very own “Match Insanity” campaigns. These themed initiatives add a way of urgency and enjoyable to matching reward 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 includes setting a fundraising purpose and monitoring progress in actual time, making a dynamic and interesting expertise for supporters.
To not point out, borrowing sports-inspired messaging and graphics could make the marketing campaign visually interesting and memorable.
Spring matching reward reminders
When: April-Could
Spring is a season of renewal—and a very good time to remind donors about matching reward alternatives. Donors should still be eligible to submit matching reward requests for contributions made within the earlier yr, and also you’ll possible have obtained an excellent quantity of new-year presents, too. This makes spring an excellent interval to encourage matching reward 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 impression.
Plus, newsletters and occasion follow-ups could be nice locations to include matching reward messaging. Collaborating with firms to host spring office giving or volunteer occasions can additional interact donors and employers within the matching reward course of, too!
Summer time matching reward reminders
When: June-August
Summer time could also be a slower season for fundraising, nevertheless it provides a possibility to take care of donor engagement when they might have extra downtime.
Reminders despatched throughout the summer season months can maintain matching presents on the high 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, equivalent to “Make a splash this summer season by doubling your reward!”
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 reward reminders
When: September-October
Because the yr transitions into fall, donors start getting ready for year-end giving. This makes it an excellent time to coach them about matching presents and the way they’ll 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 embrace 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 assist.
Finish-of-year matching reward follow-ups
When: November-December
The end-of-year giving season is a essential time for nonprofits, and matching reward follow-ups can considerably increase income throughout this era. Many donors give generously in December, making it important to remind them to submit matching reward requests whereas the contributions are nonetheless recent of their minds.
Because the yr involves a detailed, time-sensitive reminders ought to emphasize submission deadlines and the potential for doubled impression of their reward.
(Enjoyable reality: Firms like UnitedHealth Group, CVS Well being, 3M, AAA, and Subway all have enacted end-of-year matching reward 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 also can spotlight the tax advantages of year-end giving and matching presents, offering donors with an additional incentive to take motion.
Giving Tuesday matching reward outreach
When: Giving Tuesday and Matching Wednesday
Giving Tuesday is a worldwide day of generosity—and one of the crucial necessary days for nonprofit fundraising. Pairing matching presents with Giving Tuesday outreach is a strong technique to encourage donors to maximise their impression. To not point out, the day following Giving Tuesday has been dubbed Matching Wednesday, a strong alternative to get the day past’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 way of Giving Tuesday (and Matching Wednesday) emails, social media posts, and marketing campaign touchdown pages. In the meantime, real-time impression 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 offer 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, equivalent to Earth Day or Pleasure Month, present nonprofits with a singular alternative to align matching reward 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 profit 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 might 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 also can enhance visibility and participation in matching reward applications.
Wrapping up & extra assets
A well-executed matching reward content material calendar empowers your nonprofit to remain forward of the curve. This permits organizations to profit from each alternative to advertise company matching applications. Begin planning your matching reward content material technique at the moment, and watch as your nonprofit’s impression grows month by month.
Keep in mind, every reminder, marketing campaign, or social media put up is an opportunity to attach donors with the facility of doubling their contributions—and fueling your mission extra.
Enthusiastic about studying extra about matching reward methods? Take a look at these really helpful assets to proceed rising your information:
- The Final Information to Advertising Matching Items. Take a deep dive into every part it is advisable to find out about advertising matching presents. This complete information covers methods for selling matching reward alternatives by way of e mail, social media, junk mail, and extra.
- Methods to Get Matching Items Trending at Your Group. Trying to increase matching reward consciousness inside your nonprofit? Be taught to have interaction employees, educate donors, and leverage know-how to create a tradition of matching presents that drive long-term outcomes. Get the information to learn the way!
- High 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 reward applications, together with program particulars, eligibility necessities, and key insights.
