In at this time’s quickly evolving philanthropic panorama, understanding the motivations and behaviors of donors (particularly these giving via their workplaces) is extra vital than ever. That’s why the office donor developments shared at a latest session in the course of the Office Fundraising Summit, hosted by Double the Donation in partnership with International Impression and different nonprofit specialists, are so well timed and beneficial for fundraising organizations.
Drawing from a complete survey of over 2,500 employed People, this session explored how donors are partaking with office giving campaigns, what influences their selections, and what nonprofits can do to deepen these connections.
What’s International Impression?
International Impression is a nonprofit group that helps strategic philanthropy by offering infrastructure and advisory companies throughout the nonprofit, non-public, and public sectors. Since its founding in 1956, it has helped increase almost $2.5 billion for world causes.
In 2023, it launched International Impression Ventures, a bunch of mission-driven organizations. Certainly one of its core focus areas is supporting a community of 80 U.S.-based worldwide charity companions with fundraising, advertising, visibility, and office marketing campaign assist.
The analysis: an summary
International Impression partnered with Embold Analysis to conduct a complete examine on particular person and office giving developments. Embold used dynamic on-line sampling and textual content message outreach to conduct an in depth survey, making certain a consultant pattern throughout key demographics similar to age, gender, race, ethnicity, training, area, and presidential vote.
The objective was to realize correct, present insights into donor conduct, with a give attention to office giving—an typically underutilized however beneficial supply of funding for nonprofits. These insights are meant to assist organizations refine donor engagement methods, diversify income, and construct stronger company partnerships.
Key takeaways from the presentation
Our office giving knowledgeable had a whole lot of beneficial insights to share relating to office donor developments and past. We’ve pared their findings into the next key takeaways that each staff ought to know.
Concerned with viewing the total presentation? Entry the replay right here to get began!
1. Construct Donor Belief By way of Visibility and Storytelling
Belief is without doubt one of the largest limitations—and alternatives—in office giving. Based on the analysis offered on the Office Fundraising Summit, 43% of donors hesitate to present after they aren’t positive how their contributions are making a distinction, and almost half say that seeing proof of affect and trusting what a company does are the primary causes they select to present.
To beat this barrier, nonprofits should prioritize visibility in office campaigns and lead with compelling, genuine storytelling. Taking part in worker engagement occasions—like charity festivals, kickoffs, and lunch-and-learns—will increase publicity and helps donors join along with your mission in tangible methods.
2. Promote Matching Items as a Prime Giving Incentive
Matching presents are essentially the most highly effective incentive to drive office giving, and but billions of matching {dollars} go unclaimed every year. Based on International Impression’s analysis, 57% of staff say they’re extra prone to donate when their employer provides an identical present, making it the highest motivator throughout each demographic examined.
The message for nonprofits is obvious: All the time lead with matching present messaging when speaking with office donors. When staff know their contribution can be doubled and even tripled, the worth of their present—and their emotional connection to the trigger—will increase considerably.
3. Increase Consciousness of Office Giving Choices
A significant barrier to office giving is easy: staff don’t understand it exists. In reality, 32% of staff are not sure if their employer even provides a office giving program—a missed alternative for nonprofits and donors alike.
By proactively educating supporters about tips on how to give via their office, nonprofits can unlock a strong stream of untapped funding. When donors perceive how straightforward, impactful, and cost-effective office giving may be, they’re much more prone to take part.
How will you accomplish that? We suggest making a devoted office giving web page in your web site. Embody an summary of the forms of applications you settle for (payroll deductions, volunteer grants, matching presents), tips on how to take part, and the advantages for donors. You possibly can even use instruments like Double the Donation to offer clear directions and assist donors test their employer’s coverage in actual time.
From there, you’ll additionally wish to talk persistently throughout electronic mail campaigns, newsletters, social media, and donor follow-ups. If doable, personalize outreach based mostly on employer. If the place your donors work, ship customized messages that specify that firm’s giving program, deadlines, and matching alternatives.
4. Broaden Company Conversations to Embody Worker Giving
Worker giving isn’t only a fundraising instrument—it’s a strategic bridge to deeper company partnerships. As at this time’s staff search alignment between their private values and office tradition, nonprofits have a strong alternative to place themselves as preferrred companions for each people and corporations.
Based on the analysis, 60% of staff say {that a} nonprofit’s alignment with their private values is a big issue of their determination to present. This underscores the significance of creating that connection seen and significant in all worker and company outreach.
Among the best methods to take action is by leveraging worker engagement as a foot within the door. If an organization’s staff are already giving to you, use that information to exhibit present alignment. Spotlight this natural assist to start out a dialog with the corporate about deepening the connection. You possibly can even determine loyal office donors and invite them to function advocates: internet hosting lunch and learns, introducing you to office giving managers, or sharing your work with colleagues.
5. Use Disaster Messaging With Office Giving Donors When Attainable
Disaster messaging is without doubt one of the handiest instruments nonprofits can use to encourage rapid motion, and office donors needs to be a part of that technique. Based on the analysis, 88% of donors mentioned disaster messaging gave them compelling causes to present, proving that urgency drives generosity when paired with clear, emotionally resonant appeals.
Office donors are already invested in your mission, however throughout emergencies, they’re typically missed in favor of particular person or main company companions. That’s a missed alternative. Together with office donors in your disaster outreach deepens their connection, reinforces their worth, and may even increase their degree of assist.
So, what do you have to do? Tailor emergency appeals to office donors—remind them of their affect, invite one-time disaster presents, or ask them to resume or enhance their recurring assist. You possibly can even spotlight matching present alternatives to double the affect and drive additional urgency.
Wrapping up & further office giving sources
As office giving continues to evolve, nonprofits have a possibility to faucet into a strong and sometimes underutilized channel for donor engagement. The analysis shared throughout this presentation makes it clear: when nonprofits prioritize belief, communicate to donors’ values, and streamline the giving expertise, they’ll unlock extra sustainable, unrestricted income and construct stronger, longer-lasting relationships.
By making use of these insights to your fundraising and advertising methods, you’ll be higher positioned to fulfill donors the place they’re and switch office giving right into a dependable and impactful a part of your total growth strategy.
Able to study extra about office giving developments and techniques? Try these further beneficial sources:
