Incorporating matching presents into your nonprofit’s advertising and marketing technique can unlock vital fundraising potential year-round. Nonetheless, timing is the whole lot in the case of 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 appropriate moments. And fortunate for you, an identical reward content material calendar can assist you keep organized, intentional, and proactive in selling these precious alternatives.
That’s why, on this weblog put up, we offer a year-round information to crafting a strategic matching reward advertising and marketing calendar. This contains key promotional alternatives, similar to:
From New 12 months’s resolutions to year-end giving, we’ll discover the best way to combine matching presents into your outreach efforts, guaranteeing your nonprofit maximizes donor participation and doubles impression all year long.
Let’s get began—originally!
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 could not have submitted their matching reward requests but, and company deadlines for these submissions typically fall early within the 12 months.
(Enjoyable reality: Corporations 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 at 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 profit from this chance, nonprofits ought to ship customized 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 impression their match may create—similar to doubling the variety of meals supplied or bushes planted—may 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 packages. This devoted month offers organizations a possibility to focus their messaging on educating donors and constructing momentum round matching reward alternatives.
Many donors stay unaware of their employers’ packages, making this a great time to bridge that data hole.
Right here’s an instance electronic mail header you should use to get began:
To leverage Matching Present Month successfully, nonprofits can host instructional initiatives like webinars or Q&A periods to demystify the matching reward course of. Sharing success tales and testimonials from previous matches may encourage donors by displaying the tangible outcomes of their contributions. In the meantime, artistic campaigns utilizing themed hashtags, similar 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 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 includes setting a fundraising purpose 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 reward reminders
When: April-Might
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 12 months, and also you’ll possible have obtained a great quantity of new-year presents, too. This makes spring a great 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 vivid, cheerful reminders to donors, encouraging them to “spring into motion” and double their impression.
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 have interaction donors and employers within the matching reward course of, too!
Summer season matching reward reminders
When: June-August
Summer season could also be a slower season for fundraising, however it provides a possibility to keep up donor engagement when they might have extra downtime.
Reminders despatched in the course of the summer time months can hold matching presents 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 season campaigns can stand out by incorporating enjoyable, vacation-themed messaging, similar to “Make a splash this summer time by doubling your reward!”
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 often throughout this era.
Fall matching reward reminders
When: September-October
Because the 12 months transitions into fall, donors start making ready for year-end giving. This makes it a great time to coach them about matching presents 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 presents. These occasions, whether or not digital or in-person, present a platform to coach donors whereas thanking them for his or her help.
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 recent of their minds.
Because the 12 months involves an in depth, time-sensitive reminders ought to emphasize submission deadlines and the potential for doubled impression of their reward.
(Enjoyable reality: Corporations 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 electronic mail header you should use to get began:
Nonprofits may 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 world day of generosity—and probably the most necessary days for nonprofit fundraising. Pairing matching presents with Giving Tuesday outreach is a strong solution 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 prior to this’s presents matched whereas momentum is excessive.
Right here’s an instance electronic mail header you should use to get began:
Nonprofits can promote matching presents via 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, similar to Earth Day or Satisfaction 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 selected 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 targeted on environmental causes may spotlight how matching presents double the variety of bushes planted or acres of land restored.
In the meantime, partnering with company sponsors that share the identical values may improve visibility and participation in matching reward packages.
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 profit from each alternative to advertise company matching packages. Begin planning your matching reward content material technique immediately, and watch as your nonprofit’s impression grows month by month.
Bear 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.
Desirous about studying extra about matching reward methods? Try these advisable assets to proceed rising your data:
- The Final Information to Advertising Matching Items. Take a deep dive into the whole lot that you must learn about advertising and marketing matching presents. This complete information covers methods for selling matching reward alternatives via electronic mail, social media, unsolicited mail, and extra.
- Get Matching Items Trending at Your Group. Seeking to enhance matching reward consciousness inside your nonprofit? Be taught to have interaction employees, educate donors, and leverage expertise to create a tradition of matching presents that drive long-term outcomes. Get the information to find out how!
- Prime 20+ Matching Present Corporations: Leaders in Company Giving. Uncover the businesses setting the usual in company philanthropy. This useful resource highlights over 20 prime employers with beneficiant matching reward packages, together with program particulars, eligibility necessities, and key insights.
