Incorporating matching gifts into your nonprofit’s advertising technique can unlock important fundraising potential year-round. Nevertheless, timing is the whole lot in relation to making an identical reward influence. By aligning your campaigns with key dates, seasons, and donor behaviors, you may guarantee your message resonates at simply the proper moments. And fortunate for you, an identical reward content material calendar might help you keep organized, intentional, and proactive in promoting these valuable opportunities.
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, reminiscent of:
From New 12 months’s resolutions to year-end giving, we’ll discover find out how to combine matching items into your outreach efforts, guaranteeing your nonprofit maximizes donor participation and doubles influence all year long.
Let’s get began—initially!
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 might not have submitted their matching reward requests but, and company deadlines for these submissions usually fall early within the 12 months.
(Enjoyable reality: Firms like Finest Purchase, A&E Tv Networks, H&R Block, Residence Depot, and Fifth Third Financial institution have established matching reward deadlines the next 12 months after a present is made, permitting for a few-month grace interval.)
By encouraging donors to behave promptly in the beginning of the brand new 12 months, nonprofits can faucet into unclaimed matching reward income whereas it’s nonetheless accessible.
Right here’s an instance social media put up 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 embrace clear directions for submitting matching reward requests and supply hyperlinks to instruments that simplify the method. Highlighting the extra influence their match might create—reminiscent of doubling the variety of meals supplied or timber planted—also can encourage motion.
Matching Reward Month
When: February
February is acknowledged as Matching Gift 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 reward alternatives.
Many donors stay unaware of their employers’ applications, making this a super time to bridge that data hole.
Right here’s an instance e mail header you should use to get began:
To leverage Matching Reward 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 displaying the tangible outcomes of their contributions. In the meantime, artistic campaigns utilizing themed hashtags, reminiscent of #MatchingGiftMonth, can broaden attain on social media and encourage sharing amongst supporters.
Match Insanity
When: March
March is synonymous with the joy 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 reward outreach, interesting to donors’ aggressive spirits and inspiring them to take motion.
Right here’s an instance social put up you should use to get began:
An efficient Match Insanity marketing campaign entails setting a fundraising objective 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 be eligible to submit matching reward requests for contributions made within the earlier 12 months, and also you’ll doubtless have obtained a superb quantity of new-year items, too. This makes spring a super interval to encourage matching reward follow-through.
Right here’s an instance social put up 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 reward messaging. Collaborating with corporations 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, but it surely presents a possibility to keep up donor engagement when they might have extra downtime.
Reminders despatched throughout the summer time months can hold matching items 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 use 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 reward!”
Multi-channel outreach, together with social media posts, postcards, and emails, can successfully interact donors who is probably not checking conventional communication channels as regularly throughout this era.
Fall matching reward reminders
When: September-October
Because the 12 months transitions into fall, donors start getting ready for year-end giving. This makes it a super time to coach them about matching items and the way they’ll get entangled.
Right here’s an instance social put up you should use to get began:
Nonprofits can maximize this chance by internet hosting donor appreciation occasions that embrace discussions about matching items. 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 enhance 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 contemporary 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 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 use to get began:
Nonprofits also can spotlight the tax advantages of year-end giving and matching items, 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 some of the necessary days for nonprofit fundraising. Pairing matching items with Giving Tuesday outreach is a robust strategy 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 yesterday’s items matched whereas momentum is excessive.
Right here’s an instance e 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 special (or one-off) matches on at the present time 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, reminiscent of 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 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 corporate 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 enables organizations to take advantage of each alternative to advertise company matching applications. Begin planning your matching reward content material technique immediately, and watch as your nonprofit’s influence grows month by month.
Bear 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.
Concerned about studying extra about matching reward methods? Try these really helpful assets to proceed rising your data:
- The Ultimate Guide to Marketing Matching Gifts. Take a deep dive into the whole lot it’s essential to learn about advertising matching items. This complete information covers methods for selling matching reward alternatives via e mail, social media, junk mail, and extra.
- How to Get Matching Gifts Trending at Your Organization. Trying to enhance matching reward consciousness inside your nonprofit? Study to have interaction workers, educate donors, and leverage expertise to create a tradition of matching items that drive long-term outcomes. Get the information to learn the way!
- Top 20+ Matching Gift Companies: Leaders in Corporate Giving. Uncover the businesses setting the usual in company philanthropy. This useful resource highlights over 20 prime employers with beneficiant matching reward applications, together with program particulars, eligibility necessities, and key insights.
