The title of the article next to an image of people implementing data hygiene best practices.

Top Data Hygiene Best Practices for Nonprofit Organizations

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Picture this: Your wildlife conservation foundation is gearing up for an email marketing campaign. Your marketing team composes an engaging series of emails, complete with stories about real beneficiaries you’ve helped, statistics that illustrate your impact, and testimonials from donors and volunteers. Once the materials are ready, you send out the first batch of emails to your supporters.

However, when you check the open and click-through rates of your email, they’re much lower than you anticipated, and your bounce rate is way too high. What could have gone wrong?

While it’s possible your email didn’t catch your audience’s attention, it’s perhaps more likely that many of your supporters didn’t receive your email in the first place due to typos in your saved email addresses, switches to new email addresses, or a multitude of other reasons.

This scenario demonstrates the importance of keeping your database organized and up-to-date through data hygiene best practices. In this guide, we’ll equip your team with the skills they need to clean up your constituent data by covering the following topics:

With these tips, you’ll be prepared to maintain a clean database filled with information that can help you get in touch with your audience and earn more support.

Explore our data append services to fuel your nonprofit's marketing and fundraising.

What Is Data Hygiene?

Data hygiene refers to the process of cleaning your database. In this context, “cleaning” refers to updating, verifying, and supplementing the supporter information you’ve stored so it’s accurate and actionable.

While clean data is error-free, up-to-date information, “dirty data” refers to outdated, incomplete, duplicated, or incorrect information. During the data hygiene process, your team will remove and correct as much dirty data as possible to ensure you’re basing decisions on accurate information and preserving resources for the right people with viable contact information.

In the case of our opening example, the organization’s email address data was “dirty” because it contained outdated and incorrect supporter email addresses, preventing their messages from reaching supporters and limiting their fundraising potential.

Data hygiene best practices provide a framework for fixing errors and filling in gaps so you have your database is a comprehensive, reliable source of truth for supporter information.

Benefits of Following Data Hygiene Best Practices

Most organizations know that data is a useful tool for making decisions and reaching supporters. Even so, this information is only helpful to your nonprofit’s team if it’s accurate and up-to-date, and data can quickly become outdated.

In fact, data decays at an average rate of 30% per year. This means that every year, nearly a third of the information you have stored about your supporters, finances, marketing efforts, fundraising campaigns, and any other area of your nonprofit is no longer viable.

That’s why it’s so important to keep your data clean. By updating outdated information and removing incorrect data, you can prevent data decay. The benefits of following data hygiene best practices include:

The benefits of following data hygiene best practices for nonprofits, as discussed in the text below.

  • Improved decision-making. When you regularly update your database, you can be confident you’re basing decisions on accurate information. Without following data hygiene best practices, you’re more likely to launch campaigns that don’t reach your audience, resonate with them, or generate a positive return on your investment.
  • Higher engagement. Not only does clean data help you personalize your campaigns to your current audience, but it also encourages your supporters to interact with your content as it’ll be more relevant and engaging to them. For instance, if the nonprofit in the opening example were to append email addresses to their database, segment supporters into groups based on shared characteristics, and send targeted communications, they could potentially increase their open rate by 82% and their click-through rate by 75%.
  • Enhanced stakeholder relationships. Data-driven campaigns can help you build stronger relationships with prospects, donors, volunteers, and sponsors. Targeted, personalized messages make people feel seen and heard as individuals, enticing them to continue supporting your organization long-term.
  • Increased fundraising efficiency. Just like a for-profit organization, you have to spend money to make money, expending resources on marketing materials and staff member time. With clean data, you’ll reach the right people the first time, allowing you to reserve time and resources for those most likely to convert.
  • Reduced costs. With more efficient fundraising operations, you’ll naturally save on costs associated with dirty data, such as sending materials to the same people multiple times and managing returned mail.
  • Compliance with data regulations. Following data hygiene best practices ensures compliance with data laws and regulations like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). You can highlight your compliance with these regulations on your website to build trust with donors and demonstrate your commitment to protecting their sensitive information.
  • More accurate reporting. Updated, organized information makes it easier to compile accurate reports about your programs’ impact and share them with stakeholders like donors and board members.
  • Streamlined internal collaboration. Keeping your database up-to-date improves internal communication and team member collaboration. For instance, if your fundraising team determines your organization’s major gift range based on recent fundraising data, your marketing team can develop branded outreach materials that are aligned with your major donors’ giving capacity.

Leveraging clean data creates a better experience for everyone involved in your nonprofit—from donors to staff members to sponsors to beneficiaries to volunteers.

Top Data Hygiene Best Practices for Your Nonprofit

Now that you understand the importance of proper data hygiene, it’s time to dive into some data hygiene best practices your nonprofit can implement.

The top data hygiene best practices for nonprofits, as discussed in the text below.

Audit your database or CRM.

You can’t start fixing data errors if you’re not sure what’s wrong. Start your data hygiene process strong with a database audit.

An audit provides an opportunity to survey your database or CRM and identify potential problem areas. It allows you to focus your data hygiene efforts and establish a clear plan of action.

During your audit, make sure to follow these steps:

  1. Clarify your goals. Your current fundraising campaign or marketing initiative’s goals should guide your data hygiene process. For example, if you’re running a direct mail campaign, focus on updating your supporters’ mailing addresses. This way, the process is more manageable, especially if you’re tackling data hygiene for the first time.
  2. Move all data to a central location. If you have any information stored in spreadsheets or physical forms, consolidate it in one platform for easier organization and analysis.
  3. Seek out inaccuracies. Lastly, identify any data inaccuracies, and form a plan for how you’ll resolve them.

Once your audit is complete, share the results with your team to get everyone on the same page about your data priorities and data hygiene plan.

Assign data responsibilities.

Once you have a clear data hygiene plan, it’s time to assign specific responsibilities to your team members. You may select a main data steward in charge of overseeing all data hygiene procedures and separate supporting roles amongst your staff.

For example, you may have team members responsible for verifying supporter mailing addresses, merging duplicate records, researching mailing address append services, and segmenting your supporters into relevant groups. As a result, you’ll streamline the data hygiene process and complete your objectives more efficiently.

Reevaluate your data collection strategy.

You likely collect data from your supporters through multiple methods, such as donation forms, surveys, and newsletter signups. Additionally, your organization generates data from its fundraising, marketing, and program activities.

While much of this information is helpful, more is not always better. Prioritize what information you need to collect and store to fuel your mission. This way, you’ll prevent unnecessary data buildup and make your database easy to navigate.

Common types of data you’ll likely gather include:

Nonprofit data types, as discussed in the text below.

  • Supporter information. When you know who your supporters are, you can personalize your messages to them. Supporter information you collect may include name, age, gender, employer data, and contact information.
  • Giving data. Basing donation requests on donors’ giving history can help you retain their support and encourage them to make larger contributions. Store information related to donors’ giving amounts and frequency so your communications match their level of commitment to your organization. Additionally, identify whether any of your donors are also involved in your nonprofit as volunteers, event attendees, or cause advocates so you can reference their nonmonetary contributions to your organization as well.
  • Campaign metrics. Keep track of the outcomes of your marketing and fundraising campaigns so you know which techniques resonate with your audience. This data may include event attendance rates, fundraising revenue, campaign conversions, and donor and volunteer retention rates.
  • Financial data. Planning a feasible budget depends on storing and analyzing accurate financial data. Pay attention to the revenue you generate from donations, membership fees, merchandise sales, sponsorships, and other revenue streams, as well as the expenses you incur for costs like staff compensation, marketing material production, and program expenses. Updated, accurate financial data is also important for filing your Form 990 correctly to maintain your 501(c)(3) tax-exempt status.
  • Marketing metrics. Assess your marketing strategy with data like email open rate, ad click-through rate, website engagement rate, and social media likes, comments, and shares. Storing this information helps you identify successes and establish appropriate benchmarks for future campaigns.

When discussing your data priorities with your team, review each data category and which metrics are essential to monitor. For example, if you’re running an email marketing campaign aimed at recurring donors, you’ll likely want to focus on tracking gift amounts and email open rates.

Develop data standards.

To avoid data errors and disorganization in the future, create data standards that determine how team members should input information. These rules will ensure everyone is on the same page and make it easy to find the data points you need within your CRM.

For example, you may develop standardization rules for inputting:

  • Mailing addresses. While some organizations may like to use the abbreviations “St,” “Rd,” and “Ln,” others may spell out “Street,” “Road,” and “Lane.” Neither option is wrong—it just depends on your team’s preferences!
  • Phone numbers. You may put parentheses around the area code or use dashes between each number sequence. Additionally, nonprofits with international constituents may opt to add the country code while local organizations may omit that detail.
  • Titles and abbreviations. Job titles or name titles like “Chief Financial Officer” or “Senior” can also be entered as their abbreviations “CFO” or “Sr.”

In addition to data input rules, you’ll also need to develop standards for how to fix problems as they arise. For example, would you like your staff to merge duplicate records or just delete extraneous entries? When everyone knows exactly how to respond to different data errors, they’ll work more efficiently and effectively.

Continuously update and validate your data.

Considering how often people move, change email addresses, and switch jobs, it’s essential to stay on top of your data and develop a plan for regularly updating it. This is the best way to ensure your database reflects your everchanging supporter base.

One of the most common ways to update your database is through data appends. A data append involves supplementing your current database with supporter information from third-party sources. Organizations use data appends to keep their supporter data up to date and fill in gaps in their CRM.

While the types of data you can append with depend on your provider, most data append companies will offer:

  • Address appends. With an address append filling in missing or outdated postal addresses in your database, you can be confident that your direct mail will reach your supporters, whether you’re sending newsletters, thank-you notes, fundraising appeals, or event invitations.
  • Employer appends. Appending employer data to your CRM can help you identify corporate giving opportunities and encourage your supporters to help you earn more for your cause.
  • Email appends. As we mentioned before, email addresses can quickly become outdated, between supporters switching email addresses, changing jobs or schools, or even inputting their addresses wrong. An email append ensures you can reach your supporters via this channel.
  • Phone number appends. Soliciting donations via text-to-give, running phone-a-thons, and thanking major donors through phone calls all require updated supporter phone numbers. Through a phone number append, you can fuel these outreach efforts.
  • Date of birth appends. When you know how old your supporters are through date of birth appends, you can segment them by age and send them relevant communications through their preferred channels. Additionally, you can send them birthday messages and well wishes to build strong relationships with them.

When investing in data appending, seek out a provider that works with nonprofits. That way, you can be confident they’ll understand your organization’s needs and work diligently to help you reach your goals.

How Does Nonprofit Data Hygiene Relate to Matching Gifts?

At Double the Donation, our specialty is helping nonprofits like yours earn more in matching gift revenue. If you’re not familiar, matching gifts are contributions that employers make when their employees donate to a charitable cause. They’re called “matching” gifts because companies typically match their employees’ contributions at a 1:1 ratio, but they may have a higher or lower match ratio depending on their matching gift policies.

You may be wondering, “How exactly does nonprofit data hygiene relate to matching gifts?” When you adhere to data hygiene best practices, you’ll see the following benefits for your matching gift process:

How nonprofit data hygiene relates to matching gifts, as discussed in the text below.

  • Easier identification of matching gift opportunities. Storing accurate, updated employer information in your database simplifies the process of assessing your supporters’ eligibility. Using a combination of precise employer data and Double the Donation’s matching gift software, 360MatchPro, you can help donors recognize matching gift opportunities and how they can act on them.
  • Timely follow-up. When you already have up-to-date donor contact information, you can quickly follow up with them about matching gift opportunities and encourage them to send matching gift requests to their employers. Additionally, 360MatchPro automates these communications so you can focus on your mission.
  • Maximized matching gift revenue. With more donors checking their matching gift eligibility and receiving communications about matching gifts, you’ll increase your matching gift revenue. As a result, you’ll unlock valuable funding for your organization at no additional cost to your supporters, helping you strengthen your mission and donor relationships.

Overall, clean data streamlines the matching gift process from beginning to end and ensures you get the most out of this giving channel.

Download the matching gift guide to learn how you can improve donor relationships even further with matching gifts.

Wrapping Up and Additional Data Hygiene Resources

While you might have once thought data was the key to a successful marketing or fundraising strategy, it should now be clear that clean data is the true driving force behind powerful nonprofit communications. Remember that nonprofit data hygiene is an ongoing process. Continue following data hygiene best practices, and update your procedures as needed.

If you’re looking to learn more about nonprofit data management, check out these additional resources:

Dive into our data append services to keep your database clean in accordance with data hygiene best practices.

The title of the article: A Complete Guide to Creating A Donation Page (with Examples).

A Complete Guide to Creating a Donation Page (with Examples)

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Picture this: You’ve just led a successful marketing campaign that earned high engagement rates on social media and through email. You see traffic coming to your website, but for some reason, supporters seem to stop at the final hurdle: your donation page.

With all the work that goes into fundraising, ensure your donation page makes the giving experience better rather than being one more obstacle to get past. To help your nonprofit design a better donation page, this guide will explore:

If you’re ready to elevate your giving process with a new and improved donation page, let’s get started.

Double your donors' giving at no extra cost with matching gifts! Download our free matching gifts guide.

How to Set Up Your Donation Page

Donation pages consist of two parts: the donation page and the donation form. The donation page hosts your donation form, and the donation form is the part of the page where donors input their payment information and other relevant details.

To start setting up this page, follow these steps:

  1. Choose a donation platform. There are hundreds of fundraising and donation management tools available to nonprofits. Choose a donation platform that is secure, compatible with the rest of your technology, and has the donation acceptance capabilities you need. For example, while most nonprofits just need donation processors that can accept recurring donations or let supporters make donations in someone’s name, others may look into platforms that can accept cryptocurrency and stock donations.
  2. Design your donation page. Customize your donation page to align with your nonprofit’s brand, such as by uploading your logo and adjusting the colors. Doing so will create a consistent experience for supporters and reassure them that they’re giving to your nonprofit when they click on your donation page.
  3. Set up payment processing. Most donation platforms will come with a payment processor, but you may be able to choose your own processor and potentially go through several steps to set up your payment system. For example, you will likely need to create or link your nonprofit’s merchant account to receive payments.
  4. Launch your page. Once your donation page is configured correctly, it’s time to launch it. Consider testing your donation form a few times or even on a recurring basis. You can do this by making small gifts to ensure donations are being processed correctly.

How much you can customize your donation page depends on your software and technical expertise. For small organizations, there are many out-of-the-box donation forms you can embed into your website with only minimal customization necessary. In contrast, larger nonprofits may choose fully customizable solutions and work with developers to fine-tune every aspect of their donation process.

Donation Page Best Practices

The purpose of the page that hosts your donation form is to make the giving process as easy as possible. Essentially, when designing your donation page, consider how each element can help supporters get past this final hurdle to complete their donation journeys.

With that in mind, a few best practices include:

  • Clear structure and calls to action. There should be no question about how to use your donation page. Include clear donate buttons, and potentially divide your donation page into giving levels. These levels explain to donors how their gifts will make a difference.

Examples of donation levels.

  • Consistent branding. When navigating to your donation page, supporters should feel confident that they’re still on your website and giving to your nonprofit, which consistent branding can do. Plus, if your donation page gets shared around separately, such as through a social media campaign, it can still build brand awareness for your nonprofit.
  • Social sharing options. Giving donors the ability to share that they’ve given to your cause on social media accomplishes several things at once. Donors are able to earn public recognition for their good deeds and promote your nonprofit to potential donors. 32% of donors are most inspired to give via social media, and giving your supporters easy ways to tap into social media sharing is always in your best interest.
  • Mission summary. Providing a quick summary of your mission and how donors impact your cause can help reinforce their decision to give. This summary should be just one or two sentences that focus on the impact and urgency of giving.

After submitting a donation form, supporters should be greeted with a confirmation page that thanks them for their gift. You can get creative with your confirmation page by adding photographs and illustrations or playing with your typography. However, the financial information should be clear, so there is no confusion over whether a donor’s gift went through.

An example donor confirmation page.

Additionally, follow up with supporters with a donation receipt. The IRS requires all gifts of $250 to receive written confirmation, but it’s good practice to create receipts for all gifts.

Donation Form Best Practices

Your donation form is an essential part of your nonprofit’s donation page and can play a pivotal role in a supporter’s decision to donate.

This includes collecting:

  • Donor details. Basic information such as a donor’s name, contact information, and payment details are expected parts of the donation process. Avoid the temptation to gather more information as 65% of website visitors refuse to fill out a form if it asks for too much personal information.
  • Use a PCI-compliant payment processor. The Payment Card Industry set standards for payment processors to prevent breaches, protect consumers’ financial data, and fight fraud. When researching donation processors, check their security measures to ensure they are PCI-compliant.
  • Add suggested giving amounts. Also called donation levels, suggested giving amounts are pre-selected donation amounts supporters can choose from. Adding these to your donation page makes the donation process easier and can encourage supporters to give in higher amounts.
  • Make recurring giving easy. Recurring donations provide consistent support, and opting into them should be as easy as possible. Add a checkbox or button to make recurring giving possible in just a few clicks.
  • Encourage matching gifts. Many companies offer employees matching gift programs. Through these corporate giving initiatives, the company will match donations eligible employees make to nonprofits. Use matching gift software to add a matching gift search tool to your donation page. That way, donors become aware of matching gifts and can jump-start the matching gift request process right when they’re contributing.

Additionally, your entire website should follow website accessibility guidelines, but there are a few additional elements to consider when it comes to forms. For example, for each entry field, add a text indicator, such as an asterisk, for required fields rather than relying on color alone. Try navigating your donation form entirely by keyboard, running your page through colorblind filters, and making sure all text can be read by screen readers.

Now that you know what a donation form and page should look like, let’s explore a few examples of these best practices in action.

10 Donation Page Examples

1. Humane Society of Forsyth County

Limit distractions on your donation page. The Humane Society of Forsyth County shows you how to create a page that does just that.

A screenshot of the Humane Society of Forsyth County's donation page.

This minimalist design uses limited graphical elements and conditional logic to move donors smoothly through the giving process. If donors check a box that needs extra information, one clearly appears and disappears if the check is removed. This avoids clutter and ensures donors only engage with the elements they need to make their gift.

Plus, this donation page is also a showcase for creating suggested giving amounts. The boldest and most colorful part of the page in this stripped-down design is the donation levels. This prompts supporters to engage with them and the recurring giving options below. Plus, supporters also have the option to adjust their total gift amount even after selecting a suggested giving amount, reassuring supporters that how much they give is ultimately up to them.

2. St. Jude Children’s Research Hospital

St. Jude Children’s Research Hospital provides maximum flexibility to donors in terms of how they give.

A screenshot of St. Jude's donation page.

When choosing a payment method, supporters can click several large buttons (which are easily accessible for mobile users) to give via credit card, PayPal, or even check. Pressing each option alters the rest of the donation form to reflect only that payment method, so supporters don’t have to scroll past entry fields for payment types they’re not using.

When it comes to payment methods your nonprofit will accept, consider at least offering a third-party processor like PayPal in addition to credit and debit cards. These processors provide donors more control over their gifts, helping them feel rest assured that their financial information and donations are protected.

3. World Wildlife Fund

One-time gifts are helpful, but recurring donations are reliable and allow your nonprofit to connect with donors long-term. To drive as many recurring gifts as possible, the World Wildlife Fund (WWF) has a donation page that defaults to monthly giving.

A screenshot of the WWF's donation page.

The entire donation page is set up to encourage supporters to upgrade their one-time gifts to recurring ones. Clicking on the option to “Give Once” causes a message box with an arrow pointing to the monthly giving option to appear, emphasizing how much more of a difference recurring gifts make by calling these donors “heroes for nature 365 days a year.”

Additionally, the suggested giving amounts for one-time and monthly giving options also persuade supporters to become recurring donors. Toggling back and forth between the two options only requires a button click, and supporters can compare the relatively low monthly donation costs to the equivalent one-time options.

The value of monthly gifts for both the WWF and donors is only further emphasized in the brief donation page description. This section shares how donors can become Partners in Conservation with a gift of $84+/month or $1,000+. While monthly donors will give a little more than $1,000 a year at $84 per month, many supporters will see the stark contrast between these numbers and feel the monthly option is the better deal.

4. Feeding America

Feeding America has a strong donation page, but where it really shines is in its search engine marketing.

A screenshot of Feeding America's Google Ad.

Anyone searching for “Feeding America” will be shown a Google Ad for Feeding America. This ad strategically takes up the entire above-the-fold section of the search results page with sitelinks, which extend the Google Ad with additional landing pages. These links let nonprofits list important pages (like your donation page) and allow users to jump straight to them.

Plus, with Feeding America’s strong search engine optimization strategy (SEO), you can find high-ranking Google search results for their site for nearly all terms related to U.S.-based food banks and feeding children in America.

To achieve similar results for your nonprofit, consider working with an SEO marketing agency or investing in the Google Ad Grant. For reference, the Google Ad Grant provides $10,000 in free ad credits nonprofits can use to create Google Ads.

Our recommended Google Partner can create persuasive Google Ads for your mission. Discuss your advertising plan with Getting Attention.

5. American Heart Association

84% of donors state they’re more likely to donate if a match is offered. The American Heart Association leverages this giving behavior by prominently emphasizing matching opportunities right on its homepage

A screenshot of the American Heart Association's homeapge.

On the donation form itself, a brief description explains the importance of the American Heart Association’s target issue. After this call to action, there is another brief reminder about an ongoing matching campaign. This helps instill urgency as it explains that donors need to give “now” and that this match applies to “gifts today,” indicating supporters may not get this opportunity if they put off donating.

Additionally, the American Heart Association’s donation page is designed to prevent cart abandonment, which occurs when an individual begins a checkout process but stops before finalizing their payment. When a donor exits the donation form, a pop-up appears prompting them to share their email address to be reminded to give later.

6. United Way

Public recognition applauds the donor who just gave and encourages fellow supporters to follow suit. United Way adds public recognition to its donation page with a donor leaderboard.

A screenshot of United Way's donation page.

Recent donations are listed on the donation page, reflecting gifts as they’re processed in real time. This means donors can give and check back in on the donation page to see their own gifts reflected.

Plus, a donor leaderboard that constantly updates in real-time shows that United Way is a healthy nonprofit with a lively supporter base. This reassures potential donors that their gifts will be put to good use by a reputable nonprofit.

7. International Rescue Committee

While donation page designs should be free of clutter, adding your mission statement or an example of impact can go a long way toward getting donations across the finish line. The International Rescue Committee’s donation page shows a strong example of how to demonstrate urgency and impact.

A screenshot of International Rescue's donation page.

The photograph on this page shows potential beneficiaries, helping donors picture just who their gifts will help. The text over the picture, “DOUBLE your impact for refugees,” provides additional context in case a visitor needs clarification about the photograph.

The mission statement below the photo states the International Rescue Committee’s belief that everyone deserves safety and provides a few examples of locations where they are focusing their efforts.

8. University of Georgia

Nonprofits should keep their donation pages short and to the point. However, as the University of Georgia (UGA) shows, you can add a few extra entry fields that provide extensive value.

A screenshot of UGA's donation page.

Near the end of this donation page, supporters are prompted to add their employers’ information to discover if they are eligible for matching gifts. This user-friendly search tool auto-completes as supporters type, letting them find their employers in seconds.

UGA also uses its donation page as an opportunity to gather information for its appreciation and donor retention strategy. Supporters have the option to add their social media handles for Instagram and X (formerly Twitter) in an entry field that explains how UGA’s social media accounts regularly post about donors.

Both this and the matching gift entry field are not required, letting interested supporters opt in, while those who just want to make a donation can be on their way.

9. Humane Society of Broward County

Giving in honor or memory of someone else is a powerful way for donors to give their support to others and remember loved ones impacted by your cause. The Humane Society of Broward County demonstrates how nonprofits can make memorial donations an effective part of your donation form.

A screenshot of the Humane Society of Broward's donation page.

As a humane society, this nonprofit recognizes that many of its supporters are likely animal lovers and have pets in their lives currently or who have passed that they may want to recognize. Supporters can easily choose to make their donation in memory or honor of a pet or a person.

While pets may not be able to read the personal messages supporters write, the donation page description explains that gifts of $25+ made in honor or memoriam of an animal will be printed in the Humane Society of Broward County’s newsletter. This provides public recognition, creates a keepsake for the donors, builds donor relationships, and prompts supporters to give a bit more.

10. Canadian Radiological Foundation

Let’s take a step back from donation pages and take a look at another page you can create to accompany your donation page: a donor recognition page. The Canadian Radiological Foundation encourages support from new and existing donors by creating a virtual donor wall of their names.

A screenshot of the Canadian Radiological Foundation's donor appreciation page.

Of the names listed, several are highlighted in blue to signal that they are part of an exclusive donor group known as the 500 Club. The 500 Club is a fundraising initiative launched by the Candian Radiological Foundation that donors can join by giving $500. This strategy encourages donors to upgrade their giving level to become part of an exclusive club and earn a limited edition pin and recognition in external communication, such as the donor acknowledgment page.

If your nonprofit wants to do something similar, you can create a virtual donor wall. List the names of donors who gave above a certain amount, gave to a specific campaign, or fulfilled any other requirement you feel deserves extra recognition.

More Donation Resources

Donors are the lifeblood of your nonprofit, and your donation page is the key tool your organization has for collecting support online. When maintaining your website, planning a new marketing strategy, or launching a rebrand, your donation page should always be at the top of your priority list.

To improve your donation earning potential, explore these additional resources on how to earn and make the most of each donor relationship:

$4-$7 billion in matching gift funds go unclaimed each year. Matching gift software ensures you don't lose out on extra revenue. Explore our solution.

2024 Nonprofit Trends: What’s Changing and What’s Staying

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The nonprofit sector is highly dynamic, and whether it’s philanthropy or marketing, everyone wants to know what’s the next big thing. While no nonprofit can predict the future, and sudden world events, economic shifts, and technological advancements can suddenly rock the boat, nonprofits that do see what’s coming are better prepared to navigate challenges and act on opportunities.

In this guide, we’ll explore upcoming changes we believe 2024 will bring, evidence for our predictions, and what we believe is here to stay. Let’s get started!

Matching gifts are on the rise in 2024. Learn how to tap into this free revenue source. Download our guide.

Change: AI Technology Takeover

The buzzword of 2024 is AI. In 2023, ChatGPT saw faster growth than TikTok, and this success prompted technological giants like Microsoft, Google, and Apple to invest heavily into their own AI tools, kicking off the AI arms race we see today.

While there have been some hiccups in recent launches of AI tools, there is little question that AI is set to impact nearly every sector, including nonprofits.

Why We Think It’ll Happen

Along with the investments from major players in technology, there is a clear sign that AI has potential staying power in the nonprofit world: convenience. Nonprofits are regularly stuck trying to figure out how to do more with less, and AI may be the speedy, cost-effective solution many organizations have been looking for.

Plus, AI has multiple functions, some of which have been part of popular nonprofit technology solutions, like prospect screening software, for some time now. Specifically, there are two types of AI to be aware of: generative and predictive.

A chart breaking down the differences between generative and predictive AI, written out below.

  • Generative. Tools like ChatGPT that are trained on databases and use that information to generate content are generative AI. These AI write emails, create illustrations, and compose music. Some nonprofit technology vendors have rolled out new generative AI solutions to help with tasks like donor communications.
  • Predictive. AI that analyzes datasets for trends and patterns to predict future outcomes is predictive AI. These have long existed in the nonprofit space and have helped countless nonprofits predict donor behavior, identify major giving prospects, and improve fundraising.

Along with AI, automation in general is on the rise in nonprofit technology. For example, you might assume the matching gift process as it currently stands is already as optimized as possible, but recent advances in matching gift software, such as auto-submission, have streamlined it to the point where all donors need to do to submit a matching gift request is click a button.

To learn more about matching gifts, check out this video from our team at Double the Donation:

Staying the Same: Hybrid Work

AI hasn’t completely replaced humans, and nonprofits still need to retain and invest in their teams to find success. The question of how to create work environments employees want has also already been answered since 2020 with 9 in 10 employees preferring hybrid work.

When implemented well, hybrid work is a win for employees who appreciate the flexibility and a win for employers who can appreciate the cost savings in renting office space. However, it’s also possible for hybrid teams to become disconnected, suffer from delays in communication, and experience work-life balance breakdowns.

A few ways you can continue maintaining a positive hybrid work experience include:

  • Showing appreciation. Employees who feel appreciated are more likely to stick around, whether they’re in the office or at home. Because you can’t see your team’s efforts in person, consider implementing a peer-to-peer recognition strategy. Rather than only managers recognizing their teams, employees can recognize each other in this system. This means more of your team is on the lookout for those going above and beyond, so more team members are recognized for their hard work. For example, you might send out eCards applauding employees who demonstrate your organization’s values.

An employee appreciation eCard recognizing strong teamwork.

  • Hosting cultural events. The hybrid environment can sacrifice a sense of workplace culture and camaraderie. Solve this issue by hosting accessible cultural events, such as virtual events and in-person activities on days when you know several team members are coming into the office. Consider promoting events in advance to encourage team members to work from the office on the same day and connect with one another.
  • Sharing work-life balance tips. For those just entering the workforce or experiencing hybrid work for the first time, it can be easy to feel like you’re at work all the time. Help these team members by creating a cheat sheet for how to work well at home, such as setting up a designated work space, limiting distractions, and establishing clear on-the-clock hours.

When it comes to implementing hybrid work, consider what tasks at your nonprofit can be successfully done remotely, what tasks benefit from an in-office environment, and how you can provide flexibility. For example, you might require all employees to come into the office at least two days a week but let them choose which days.

Change: Increased Focus on Donor Acquisition

The total number of donors is down. In 2000, approximately 66% of U.S. households gave to charity, and in 2024, it has dipped to just below 50%.

This has been linked to several factors, such as decreases in church attendance logically leading to decreases in giving to religious organizations, as well as economic uncertainty causing donors of all economic levels to tighten their belts.

In reaction to this news, nonprofits everywhere are sounding the alarm. The coming years are also expected to mark a changeover in which generations are primary donors—switching from Boomers and Gen X to Millenials and Gen Z—and many nonprofits are scrambling to find ways to engage these donors.

Why We Think It’ll Happen

Ultimately, this development means nonprofits everywhere are brainstorming ways to improve donor acquisition and engagement.

Primarily, these efforts are likely to focus on mid-level donors, who are the main group nonprofits feel this change is impacting. Mid-level donors are the everyday supporters whose donations aren’t breaking records, but together, their contributions add up to make a significant difference for nonprofits, especially those with few major donors.

With the talk around donor acquisition, a few ideas that have emerged include:

  • Local community building. Ultimately, your local community is your biggest fan. Establish a strong base of supporters by building connections with potential donors who see your nonprofit in action. Invite them to office and project tours, host local events, and tailor your marketing strategy to local donors.
  • Highly personalized content. Gen Z grew up with a heavily algorithm-based internet, and many of these new donors feel put off by generic messaging strategies. Pay attention to your donors’ interests to share personalized content these donors are likely to engage with.
  • Low-cost support options. With a decrease in giving due to economic concerns, nonprofits want mid and low-level donors to help out without worrying about their own finances. For example, many matching gift programs will match gifts as low as $25, meaning supporters can double their modest donations at no additional cost.

If your nonprofit is likely to acquire new donors, consider your current audience. What platforms do they use? Do those platforms still exist? Would your donors be willing to network on your behalf? Why or why not? Consider whether you should look for more supporters like the ones you currently have or if you need to pivot your strategy to reach new audiences entirely.

Want to learn more about the latest technology in matching gifts? Download our matching gifts guide.

Staying the Same: Focus on Major Donors

Reports from fundraising initiatives like GivingTuesday indicate that the total number of donors is decreasing but the total amount donated is staying relatively the same. This means that fewer donors are giving overall, but those who donate are doing so in higher amounts.

As such, major donors, who have always been incredibly important to nonprofits, are now even more important than before. If you have yet to start a major donor program, a few steps you can take include:

  • Investing in prospect research tools. Major giving programs need to know which donors have the potential to become major donors and of those prospects, which ones are the most likely to actually do so. Wealth screening and prospect research tools can help you evaluate your donor base and make strategic decisions about how to allocate your resources.
  • Assessing your network. Does your nonprofit already know any prospective major donors? Or do you know someone who may know a potential major donor? One of the first places you should look when searching your network for major donors is your board. Ask them to reach out to friends and family to fundraise on your behalf and facilitate introductions.
  • Training major gift officers. Major gifts are such an essential part of nonprofit funding that many organizations have entire teams dedicated exclusively to stewarding major donors. Talk with your fundraising team to see if any members are interested in training or adapting their skill sets to focus on major donor outreach and cultivation.

Remember that focusing on major donors and acquiring new donors should not be an either/or situation. With limited resources, you may be able to only focus on one of these initiatives at a time. However, think of each as an investment in your nonprofit’s future fundraising capabilities and plan to expand in both directions when time and resources allow.

Change: Politicization of Nonprofits

Part of being a 501(c)(3) organization and soliciting donations requires having a nonpartisan cause. While nonprofits can participate in advocacy campaigns, they are barred from endorsing specific political candidates or parties.

That being said, politicization of nonprofit causes appears to be happening whether nonprofits like it or not. From backlashes to environmental efforts and DEI initiatives, nonprofits now need to walk a careful line of remaining nonpartisan in an increasingly partisan world.

Why We Think It’ll Happen

Like with AI, the writing is on the wall when it comes to increasing political divisions. Some nonprofits, like charity: water, have taken a tongue-in-cheek approach to this phenomenon and attempted to find common ground by insisting that everyone, regardless of political opinions, can agree with their cause of expanding clean water access.

A screenshot of charity: water's "Pick a Side" campaign.

Of course, many nonprofit professionals are nervous about alienating their supporter base, and even charity: water’s poll on hard-hitting questions like whether pineapple belongs on pizza is cited as brave by some philanthropic experts.

However, events are already in motion with a new lawsuit challenging the prohibition on nonprofits endorsing political candidates and a 2017 executive order protecting political speech. While as of today, nonprofits can and should still remain nonpartisan, charitable organizations also need to be realistic that the causes they champion—whether it’s education, artistic liberty, environmental protection, or healthcare—likely aren’t.

Staying the Same: Community-Based Support

As discussed, your local community is your nonprofit’s main base of support, and organic community-driven movements are also where real change starts. If you’re concerned about public support for your cause, shore up donors, volunteers, and partners in your hometown before panicking.

A few ways you can firmly establish your nonprofit in your community and earn local support include:

  • Completing a needs assessments survey. To serve your community, you first should know what your community needs. Conduct a needs assessment survey to understand issues your community faces, why those issues exist, and what solutions are practical given your resources.
  • Working with other local organizations. The more friends your nonprofit has in local businesses and other nonprofits, the more help you’ll have if you ever want to launch a major project, run into trouble, or want to expand. Try hosting corporate volunteer groups, launching join-projects with other nonprofits, and arranging mutually beneficial sponsorship opportunities.
  • Participating in local advocacy. While fears about politicization are valid, your nonprofit can still influence local legislation. For example, you might raise awareness about new bills related to your cause or issues facing your community and ask supporters to call their local representatives.

Ultimately, politicization is an issue of today, but it’s also an issue of the future as nonprofits are still barred from participating in politics. Currently, your main focus should be on tailoring your marketing strategy to appeal to your donors’ values, rather than asking them to take a hard stance on anything other than supporting your cause.

Change: Working With Influencers

With the internet, individuals have diffused into niche communities. This has pros and cons for marketers. While it’s easier than ever to get your message out there, it’s also hard to advertise in spaces that have a large audience.

One solution nonprofits have found is influencer marketing. These micro-celebrities have audiences that revolve around them and their content. Nonprofits that partner with these online influencers can have their cause promoted directly to potential supporters from a source that their audience is highly likely to trust.

Why We Think It’ll Happen

With the explosion of TikTok, nonprofits overwhelmingly turned to influencer marketing in 2023 with approximately half of nonprofits working with influencers. Additionally, only 17% of these were paid partnerships, meaning the majority of this promotion was entirely free.

While the fate of TikTok is currently in question, influencer marketing has exploded on other platforms, particularly Instagram. Additionally, the size of these influencer audiences also varies widely as many nonprofits work with smaller influencers (some even with less than 10,000 followers). However, when it comes to influencer marketing, less is not necessarily worse, as these smaller audiences tend to be more targeted, and thus might have higher quality leads than in an audience twice as big.

Staying the Same: Peer-to-Peer Networking

Maybe your nonprofit lacks influencer connections, but you can still get passionate supporters to fundraise on your behalf with peer-to-peer networking.

While individual supporters may not have audiences as large as popular influencers, the principles behind influencer marketing also apply to peer-to-peer fundraisers. Namely, the majority of people trust word-of-mouth marketing above all other forms of marketing. This means that if someone you know and trust recommends a product or service, you’re far more likely to look into it than you would if only shown ads from that company.

This also applies to nonprofits. Rather than an organization they haven’t heard of before asking for a donation, new supporters are far more likely to respond positively to donation requests that come from friends and family.

A few ways you can launch an effective peer-to-peer campaign include:

  • Investing in peer-to-peer software. Peer-to-peer software gives your peer-to-peer fundraisers the tools they need to collect donations and share their stories with friends and family. While various peer-to-peer software solutions have different tools, in general these platforms provide supporters with the ability to create custom donation pages. Supporters can add their personal stories to these donation pages, so their friends and family know they are donating specifically to them.
  • Hosting a referral program. Create a program that encourages supporters to promote your cause to others. For example, Peace Wind America launched an eCard campaign on Father’s Day that encouraged supporters to send the father figures in their lives fun eCards that celebrate the holiday and draw attention to World Refugee Day.

An eCard celebrating Father's Day and World Refugee Day with an illustration of birds.

  • Recruiting peer-to-peer ambassadors. Many peer-to-peer campaigns allow anyone to sign up in order to get as many people fundraising for your nonprofit as possible. However, to give your campaign its best chance for success, you might also ask a few passionate, influential supporters in your community to consider becoming peer-to-peer ambassadors.

With donor numbers decreasing, influencer and peer-to-peer marketing are key ways to grab new donors’ attention. By leveraging these connections, you can get your foot in the door with their audiences and ramp up donor engagement efforts to retain some of these new supporters.

More Nonprofit Trends

While not every trend will hit your nonprofit, it’s worth taking precautions and making plans to act in the event that change does arrive on your doorstep. Keep an eye on developments in the nonprofit sector by reading nonprofit news sources and staying in touch with other nonprofit professionals.

To continue your research into developments in the nonprofit world, check out these resources:

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The title of the article: Designing a Successful Fundraising Calendar + Free Template

Designing a Successful Fundraising Calendar + Free Template

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The end of the year is always a busy time for fundraising, and your nonprofit tries to start planning months in advance. But the planning phase may take longer than anticipated, leaving you scrambling in October and November to figure everything out in time.

If your nonprofit relates to this situation, then you need an annual fundraising calendar stat. With a fundraising calendar, your entire fundraising strategy for the year can be laid out in as much detail as you need. With this preparation tool, your team can approach your fundraising goals confidently and follow clear plans to achieve them.

To help you get started with this essential nonprofit planning tool, this guide will explore:

First, let’s answer a few questions about fundraising calendars and how they fit into any nonprofit’s organizational strategy.

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Annual Fundraising Calendar FAQ

What is an annual fundraising calendar?

An annual fundraising calendar is a planning tool used by nonprofits to outline and schedule their fundraising activities and campaigns throughout the year. Fundraising calendars may include details about:

  • Donor engagement activities
  • Fundraisers communication plans
  • Key dates and deadlines
  • Fundraising goals
  • Program costs
  • Staff and volunteer hours

Fundraising calendars are highly customizable, and your nonprofit’s calendar should include the information and level of detail that helps your team. For example, your nonprofit might already have a separate content management calendar for marketing initiatives. In this case, you might just add key marketing activities to your fundraising calendar, such as campaign kick-offs, but leave off granular details, such as when social media posts go live.

What are the benefits of an annual fundraising calendar?

Ultimately, your fundraising calendar’s effectiveness depends on how your team uses it. A well-planned and executed fundraising calendar allows you to reap the following benefits:

  • Organized strategic planning
  • Better decision-making
  • Clear sense of purpose
  • Enhanced time management
  • Improved staff and board management
  • Greater ability to engage donors

Your fundraising calendar is your nonprofit’s roadmap for the year, and if you follow that map, you’ll ideally reach your fundraising goals’ destination.

If something does come up and you need to deviate from your plan, do not throw out your calendar. Instead, treat it like a living document and make necessary edits. This will allow you to consider future outcomes and successfully shift plans for how to achieve your fundraising goals.

When should nonprofits create a fundraising calendar?

Ideally, your nonprofit should have its annual fundraising calendar ready well in advance of the upcoming fiscal or calendar year, depending on how you manage your operations. For some nonprofits, this means having a calendar that outlines activities from July 30th to June 1st. For others, this means January 1st through December 31st.

Whichever way you set it up, plan to create your calendar at least a month in advance of when you will actually start using it. This way, you can avoid playing catch-up and start preparing for long-term projects right away.

How to Create an Annual Fundraising Calendar

Set Clear Goals and Objectives

We’ve discussed the types of general activities that your annual fundraising calendar can document, but the content on your calendar should be dictated by your goals for the year. Think of your calendar as not just a checklist of activities for the year but a plan for achieving specific goals.

As such, your first step in designing your fundraising calendar is to define your nonprofit’s fundraising goals for the year. These goals should:

  • Align with your overall mission and financial needs. Talk with your team, especially your executive director and program managers, to identify what your nonprofit needs to accomplish this year. For some nonprofits, this might mean planning a growth strategy, while others might seek to raise enough funding to maintain current operations.
  • Be practical based on past years’ performance. Evaluate your organization’s past fundraising activities and campaigns to identify what worked well, what needs improvement, and what should not be repeated. This ranges from social media strategies and events to sponsorships and grant applications.
  • Consider expected trends and events. Is there anything your nonprofit can predict will happen in the coming year that will impact your fundraising efforts? This might include trends in corporate funding, major political events, and seasonal activities. For example, every nonprofit should consider the heightened philanthropic activity around the end of the year.

Use these goals as guidelines for your entire fundraising calendar. When adding activities, consider how each proposed initiative helps your overall goals. If something doesn’t clearly align, consider if it’s still necessary or even if it takes resources away from other activities.

Identify Key Fundraising Activities

Next, use your goals to determine the types of fundraising activities and campaigns you plan to undertake during the year. A few campaigns you might add to your fundraising calendar include:

Matching Gift Campaigns

Fundraising calendars help nonprofits plan specific fundraising activities that need to take place at specific times, but they can also help track and coordinate ongoing fundraisers. For example, your nonprofit might add reminders to continually promote matching gifts.

Matching gifts are a passive fundraiser in that once a nonprofit has matching gift software enabled on its donation page, the fundraiser essentially runs itself. However, you can earn more from matching gifts by remembering to regularly promote it to donors, so they in turn remember to fill out and submit matching gift requests to their employers.

To learn more about matching gifts and why you should add a matching gift campaign to your annual fundraising calendar, check out this video from the Double the Donation team:

There are also events and specific time frames related to matching gifts that you may want to add to your fundraising calendar. For example, if you organize a matching gift challenge with a sponsor, you should add notes to your fundraising calendar about when this period begins and ends, as well as plans to market it to donors.

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Major Gift Cultivation

It’s common knowledge in the nonprofit sector that approximately 80% of the average nonprofit’s funding comes from just 20% of donors. Recent reports show this trend has only been exacerbated with 90% of donation revenue coming from 10% of donors.

This means if your nonprofit does not already have a formal process for courting major donors, now is the time to start planning one. 

On your annual fundraising calendar, add directions for your major gift officers. As they develop relationships with major donors, the donation cultivation process will become highly individualized, and major gift officers will need to create their own schedules for each prospect. However, your fundraising calendar should document steps for your major giving program as a whole.

For example, you might add core activities such as:

The major gift fundraising cycle, detailed below.

  • Conduct prospect research
  • Reach out to new prospects
  • Cultivate relationships by inviting major donors to special events
  • Make asks for a major upcoming project to donors likely to convert

Putting these activities on your calendar will help you continually refresh your database of prospects, grow your major giving program, and ensure major gifts come through at key times of the year.

Events

From booking a venue to organizing a marketing campaign, events require significant planning but can also bring in significant revenue. For major events, consider breaking their planning into multiple steps, such as:

  • Initial planning. Early planning stages for events depend on the event type, such as an auction requiring an extensive item procurement period. However, for most events, major activities to add to a fundraising calendar include organizing sponsorships, booking venues, planning activities, and making necessary software and resource purchases.
  • Marketing. Event marketing should start at least several weeks before a major event and requires planning beforehand. Consider scheduling time for market research and marketing asset creation, as well as creating an outreach schedule for when promotions go live. For example, you might plan time to hire a graphic designer to create invitation eCards, then use eCard software to schedule their delivery.

An example eCard invitation, inviting supporters to an ice cream party event.

  • Marketing. Event marketing should start at least several weeks before a major event and requires planning beforehand. Consider scheduling time for market research and marketing asset creation, as well as creating an outreach schedule for when promotions go live. For example, you might plan time to hire a graphic designer to create invitation eCards, then use eCard software to schedule their delivery.
  • Hosting. Unless an unexpected emergency comes up, you should schedule a specific date to host the event early on. This enables bookings in advance for venues, entertainment, and catering.

For events, pay special attention to staff time and what types of staff you will need. Some events may be able to rely heavily on volunteers, whereas others might require a significant amount of work from staff and even external vendors.

Peer-to-Peer Fundraising Campaigns

In many ways, peer-to-peer campaigns run themselves, but they need coordination to get off the ground and make an impact. For your peer-to-peer campaign, add the following items to your fundraising calendar:

  • Software purchases. If your nonprofit does not already have peer-to-peer software, plan to begin the purchasing process in advance of your campaign. Be aware that some software purchases, such as platforms that are major investments or require significant customization, may require months-long implementation processes.
  • Volunteer recruitment. Determine how and when you will recruit participants. You may start making open calls early on and then plan to ramp up recruitment as your campaign’s start date nears.
  • Onboarding. Schedule time to create a formal onboarding process for volunteers in advance. You should have a style guide for how to present your nonprofit online and a walkthrough for how to use your peer-to-peer software.

Be aware that if you are hosting a rolling peer-to-peer campaign, you will have no set dates, and your timeline will be looser. Whether your campaign is scheduled or rolling, add reminders to regularly check in with your peer-to-peer fundraisers to provide encouragement, answer questions, and thank them for their participation.

Giving Tuesday Campaign

Giving Tuesday is one of the most important fundraising days of the year with almost $3.1 billion raised in 2022. If your nonprofit wants to participate in Giving Tuesday, start planning your campaign early.

Many nonprofits use Giving Tuesday as an opportunity to try new fundraising strategies to reach new audiences and stand out from the crowd. Whether your nonprofit is using an old strategy or trying something new, remember to pencil in research time for your campaign plan. Use the period several months in advance of Giving Tuesday to determine what fundraising strategies donors are responding to, if nonprofits in your field are using them, and if they are feasible for your organization.

Then, schedule time to assemble a team, establish your strategy, purchase and implement any needed software, and create necessary marketing materials. If you don’t have a separate content management calendar, consider adding notes about when to post announcements and send out promotional materials to your annual fundraising calendar.

Determine Timing and Scheduling

You now know what activities you want to put on your fundraising calendar, but when should those activities happen?

For every activity, assign a specific date or time frame based on:

  • Seasonality. Certain times of the year lend themselves to certain fundraisers. For example, the end-of-year holiday season is likely to be packed with marketing campaigns and events, whereas the fall may primarily be dedicated to planning those upcoming activities.
  • Donor behavior. Consider how donors are likely to respond to future activities based on previously scheduled ones. For instance, at the end of the year, you may make a major push to acquire new donors. In the following months, you would then shift gears to prioritize retention efforts to maintain as many of those donors as possible. This factor is especially important when it comes to establishing major giving practices.
  • Relevant external factors. Are there any upcoming challenges or opportunities you are currently aware of that might impact your schedule? For instance, if your marketing head is going on maternity leave, you may need to schedule a training period for the replacement to get up to speed.

Additionally, consider how much time should be dedicated to each activity. For example, while an event might only last for a few hours on a single day, you might need well over 100 hours of staff time to prepare for that event. This will help you balance schedules and avoid overwhelming any one team or person at your nonprofit.

Allocate Resources

In addition to the time activities will take, consider what other resources are needed. This may include budgeted funds, as well as which personnel is assigned to what activities to avoid double-booking or overextending resources.

Alternatively, consider what resources each activity is likely to bring in. For example, a volunteer recruitment drive will increase available volunteer time while an expected renewed grant will provide more funds for various programs.

How to Maintain an Annual Fundraising Calendar

Meet regularly with your team

Your annual fundraising calendar’s effectiveness is contingent on your team following it and adapting it as needed. Meet with your team about this year’s fundraising calendar regularly to:

  • Create your calendar. Unless your nonprofit is a one-man team, you need input from the rest of your team to determine which activities to prioritize, what resources you need for those activities, and who should be responsible for them. For instance, you might initially assume your IT team can handle your website redesign single-handedly, but after input from the rest of your nonprofit realize they need to work in tandem with your marketing team.
  • Ensure ownership. Every task on your fundraising calendar should be assigned to a specific person or group of people. Meet with various teams so they are aware of their responsibilities each month.
  • Make necessary adjustments. The people carrying out your various fundraising activities will be the first to sound the alarm if adjustments need to be made. Keep lines of communication open so team members can report delays, needed additional resources, and shortfalls. On a more positive note, team members might also report that certain activities earned more or were wrapped up in less time than expected.

By talking to various members of your staff, you will gain a broader perspective of your nonprofit’s current operations and capacity. This will improve your understanding of what your team can reasonably accomplish in a given year and help you stay on track to hit your fundraising goals.

Track Progress

As mentioned, your annual fundraising calendar is a roadmap for achieving your goals for the year, and that roadmap may need to add a few detours here and there. These hiccups should not derail your entire calendar. Instead, be ready to be flexible and make adjustments as needed.

Track fundraising activities in relation to your annual goals. For example, if you have a target amount you want to raise this year, you might focus on how much your fundraisers, events, and major donors bring in throughout the year. If a fundraising event has lower attendance than expected due to weather, consider how you can adjust other activities planned in future months to make up for that revenue shortfall.

Consistently engage donors

While your calendar likely only lists major activities, don’t forget the small everyday activities that keep your donors engaged. For instance, you can’t predict when every new donor will decide to give, so you need a flexible strategy that allows you to show appreciation and recognize donors at a moment’s notice.

Annual Fundraising Calendar Template

If you search the web for fundraising calendars, you’ll likely find results that look like a regular calendar you might hang up in your kitchen. These are not annual fundraising calendars and have limited use for nonprofits.

Rather, your fundraising calendar should take the form of a spreadsheet to be more useful to your team. Here’s an example and breakdown of the core elements of an annual fundraising calendar:

An annual fundraising calendar template.

  • Month. Annual fundraising calendars are usually broken down by month to avoid making them too unwieldy. If there are specific activities that need to happen on specific dates, such as hitting a grant submission deadline, add a note to your calendar.
  • Activities. What activities are taking place this month? Usually, these are overall activities for the month, such as “plan Giving Tuesday campaign” or “start contacting potential annual gala sponsors.”
  • Costs. To the best of your ability, estimate how much each activity is expected to cost. This includes software purchases, vendor costs, and staff time. If you haven’t already prepared it, consider crafting your nonprofit’s annual budget in tandem with your fundraising calendar. This helps you keep track of where your money is going and ensure you have enough funds allocated for the entire year.
  • Staff. Determine who at your nonprofit will be responsible for what activities. This can be names of specific individuals or groups, such as your marketing team, major gift officers, or volunteers. Additionally, estimate approximately how much time you expect staff to spend on any one activity.
  • Expected income. Ultimately, your fundraising calendar is about earning money for your nonprofit. As such, for applicable activities, do your best to estimate how much they are expected to earn. This is especially necessary if your nonprofit’s annual goal is related to hitting a specific fundraising target.
  • Notes. If there are any extra reminders you want on record about a planned activity, add them to your notes section. This might include a reminder about the staff member going on maternity leave or a note emphasizing a strict deadline for a certain task.

To keep your nonprofit on track for the entire year, consider adding an optional “Goals” section to the top of your fundraising calendar. This should be a statement of what you hope to accomplish during the year that you can always refer back to at a glance each time you look at your calendar.

Annual Fundraising Calendars: Wrap Up

With a well-thought-out plan, any nonprofit can start its fundraising year off right. Annual fundraising calendars can help your organization do just that by creating timelines, allocating resources, and helping to focus your goals. To get started with your annual fundraising calendar, use our template or create your own. Then, meet with your team and start planning.

For more fundraising and organizational resources, explore these guides:

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Key Volunteer Time Off Statistics to Grow Your Volunteerism

Key Volunteer Time Off Statistics to Grow Your Volunteerism

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Volunteer time off statistics indicate that, as corporate social responsibility continues to gain traction in the business landscape, companies are increasingly offering paid release time for employees to participate in volunteer activities.

For nonprofits and schools, that means extended volunteer pools and enhanced engagement opportunities. Thus, understanding the availability and impact of paid volunteer time on your mission is crucial for leveraging the resources effectively. To do so, we’ve compiled the following insights:

Ready to dive in? Browse the VTO statistics below to begin growing your knowledge on the topic. ↴

Getting Started: Essential Volunteer Time Off Statistics

Volunteer time off statistics - general

  • 65% of companies offer some sort of paid-release-time volunteer programs for their employees.
  • Companies with paid volunteer time off programs offer an average of 20 VTO hours per team member annually (equalling about 2.5 days each year).
  • VTO is the most desired philanthropic offering a company can offer for its employees.
  • 49% of individuals state work commitments are their biggest obstacle to volunteering.
  • Conversely, only 30% of volunteers cite one of their reasons for volunteering as having had the time to do so.
  • Nonwage benefits, including workplace giving opportunities like VTO, constitute 31.1% of private sector workers’ total compensation value.
  • Employees feel their corporate volunteer activities are most fulfilling when their input about the causes they support is taken into account.
  • As of 2024, the value of a single volunteer hour (according to the benefit it produces for an organization) is estimated to be $29.95.
  • An estimated 63 million Americans volunteer 7.7 billion hours each year, which is valued at ~$175 billion annually.

Key Takeaway

The popularity and growing prevalence of paid volunteer time off can go a long way for organizations looking to re-engage with dedicated supporters. The programs alleviate primary obstacles such as work commitments for potential volunteers, thereby extending the pool of interested individuals and tapping into a meaningful source of no-cost labor.

Bring supporter engagement and funding to new heights with volunteer grants - get the guide.

The Widespread Benefits of Volunteer Time Off Programs

Volunteer time off statistics - program benefits

  • Offering VTO increases a company’s employee engagement and productivity levels by 7.5% and 13%, respectively.
  • 67% of survey respondents say that having paid time off work to participate in volunteer activities would make for a positive employee volunteer experience.
  • Meanwhile, 62% of individuals report that the ability to volunteer during business hours would be the top factor for a positive experience.
  • 70% of individuals who participate in corporate volunteer programs believe that doing so boosts workplace morale more than company mixers or other bonding events.
  • Employees who participate in their companies’ volunteerism programs are 52% less likely to turnover, thus reducing costs for recruitment and training.
  • Employees who engage in corporate giving programs tend to have 75% longer tenure within their companies.
  • 93% of respondents felt better and less stressed after 12 months of volunteering, which means less burnout, fewer instances of absenteeism, and far greater productivity for participating companies.
  • 83% of executives believe VTO can help employees be purpose-driven.
  • 76% of people say they developed core work skills through volunteering opportunities.
  • Employees see 5x higher engagement rates at companies with employee volunteer programs.
  • 89% of Americans believe companies that sponsor volunteer activities offer a better overall workplace environment than those that don’t.
  • 77% of nonprofit professionals report that having qualified volunteers on staff might improve their organization’s practices.

Key Takeaway

Volunteer time off, or VTO, can have a transformative impact on charitable organizations. And that’s in addition to the value received by other program stakeholders like companies and their employees. Access to qualified volunteers through corporate engagement programs (particularly those with unique skills and expertise) presents a powerful opportunity for nonprofits like yours to improve operations and further their missions effectively.

 

Growing VTO Opportunities Over Time: Key Trends & Patterns

Volunteer time off statistics - trends and patterns

  • An additional 21% of companies plan to implement VTO programs by the end of 2024.
  • Formal volunteerism has declined since 2006, with leading causes including a lack of time and flexibility by supporters.
  • 61% of survey respondents reported that participation in employee volunteer activities increased in 2023.
  • Professional services, information technology, and financial services companies are the most likely to offer paid VTO programs.
  • The average corporate volunteer participation rate is 33%.
  • The participation rate at top-quartile corporate volunteer programs is 66%.
  • 25% of survey respondents experienced an increase in their employee engagement budgets in 2023.
  • 51% of workers expect their employers to allocate work time and resources for their employees to volunteer for social causes.
  • Leading volunteer activities include fundraising (36%), food collection or distribution (34.2%), making or distributing clothing, crafts, or other goods (26.5%), and mentoring youth (26.2%).

Key Takeaway

Staying abreast of trends in corporate volunteerism and other philanthropic initiatives is paramount for nonprofit staff. Why? Understanding the ongoing patterns and progression of the programs enables organizations to adapt their strategies and outreach efforts effectively. This ensures they can capitalize on emerging opportunities for collaboration and support with the greatest results!

Overall, keeping up to date empowers nonprofits to better navigate the dynamic landscape of social impact, fostering greater resilience, adaptability, and success in achieving organizational goals.

See if your supporters work for top VTO companies with an employer append.

Fun Facts on Other Corporate Giving & Volunteerism Programs

Volunteer time off and other corporate giving statistics

  • Companies donate an average of $21 billion to nonprofits, schools, and other fundraising organizations each year.
  • 40% of Fortune 500 companies offer volunteer grant programs.
  • 80% of companies with volunteer grant programs provide between $8 and $15 per hour to the organizations to which their employees devote their time.
  • 79% of people who volunteer with a nonprofit also contribute financially to the organization, with 84% being more likely to give if a donation match is available.
  • Over 26 million individuals work for companies with matching gift programs.
  • An estimated $2 to $3 billion is donated through employee matching gift programs each year, with an additional $4 – $7 billion going unclaimed.
  • Leveraging a matching gift automation tool increases matching gift revenue for nonprofits by an average of 20% to 60% each year. 
  • 360MatchPro’s Volunteer Hub database contains program information on thousands of companies with volunteer grant programs, paid volunteer time off, and more.

Key Takeaway

VTO programs aren’t the only way your organization can benefit from corporate and workplace giving! From matching employee gifts to generous community grants, these initiatives represent a vital source of funding for nonprofits and schools alike. Take some time to research the giving programs made available by your supporters’ companies and see how your organization can reap the rewards.

Powering Engagement With These Volunteer Time Off Statistics

Volunteer Time Off programs hold immense potential for nonprofits like yours. As evidenced by the VTO statistics presented above, these initiatives seek to deepen engagement and incentivize supporter involvement in your cause.

When volunteers know they won’t miss out on a day’s wages to support your organization, they’ll be more inclined to play a role. As a result, VTO not only enhances employee morale for your corporate partners but also fuels meaningful philanthropy. And your nonprofit can benefit!

By leveraging these insights, pursuing available opportunities, and addressing the challenges highlighted, organizations can empower volunteers to use their time off to create lasting change.

Interested in diving deeper into volunteer time off and other workplace giving incentives? Check out these additional resources to learn more:

Get inspired by VTO statistics and drive corporate giving with Double the Donation.

Sources

Guide to gift acceptance policies for nonprofits

Gift Acceptance Policies: Templates and FAQs for Nonprofits

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Gift acceptance policies are an essential but easily overlooked part of nonprofit management. You won’t miss them until you need them, and then you’ll wish you’d created them earlier!

To avoid touchy (and potentially damaging) donor relations and legal situations, it’s worth taking the time to study up on these policies and how to create them. This quick guide covers all the essentials, plus extra considerations you need to know:

Looking for more ways to improve your nonprofit’s governing structures and set your organization up for success? We recommend board self-assessments.

Learn more about matching gifts and how they grow your nonprofit's revenue.Understanding Nonprofit Gift Acceptance Policies

Let’s start with the fundamentals by reviewing a few frequently asked questions about nonprofit gift policies.

What is a gift acceptance policy?

The definition of gift acceptance policy, detailed in the text below.

A gift acceptance policy is a section of or addendum to a nonprofit’s bylaws that clearly defines the types of gifts it can and cannot accept. These policies most often come into play when donors offer to give unusual or exceedingly valuable in-kind or non-cash gifts.

In addition to defining acceptable types of gifts, thorough (and effective) acceptance policies also cover:

  • The circumstances under which certain types of gifts can be accepted
  • How certain types of in-kind and non-cash gifts will be liquidated and/or managed
  • Who at the nonprofit is responsible for reviewing donations that may conflict with the acceptance policy
  • Logistical details defining how certain gifts will recognized, tracked, and reported
  • Guidelines for your general gift substantiation process, which is how and when donors receive acknowledgment for tax-deductible gifts valued over $250

Why do nonprofits create gift acceptance policies?

A gift acceptance policy spells out what you can and cannot accept, giving your fundraisers and donors a concrete set of guidelines to reference when tricky conversations arise.

Why is this important? All kinds of tangible items, assets, and securities get donated to nonprofits, and many may come with added baggage, such as compliance requirements, reputational implications, complex restrictions, and additional costs. This means there are cases when it’s in your nonprofit’s best interest to turn down a gift, either because its value isn’t worth the added work/cost of accepting it or because it might open you up to new liabilities that aren’t worth the risk.

Acceptance policies can also establish operating guidelines for gift substantiation and reporting, which are essential for maintaining your nonprofit’s legal compliance.

Plus, you may be required to have a gift acceptance policy in place when reporting some gifts to the IRS in your nonprofit’s annual 990 filing process. When reporting non-cash gifts, your nonprofit may be required to complete Schedule M (Noncash Contributions) of Form 990 if it has received over $25,000 in non-cash gifts or received certain gifts of art or similar assets. Schedule M asks whether you have a gift acceptance policy in place, and “no” is not an acceptable answer to this question.

What are the benefits of having concrete gift policies?

Gift acceptance policies provide a few key benefits:

  • Policies give you concrete criteria for determining if you should or shouldn’t accept a gift with no guesswork needed.
  • Policies make it much easier for fundraisers to turn down a gift with a simple “Our acceptance policy prohibits this kind of gift,” rather than a protracted or confusing conversation that could damage your relationship with the donor.
  • Guidelines for gift reporting and substantiation included in your acceptance policy help to ensure that your organization fully complies with regulations by documenting them and assigning ownership in a central location.
  • As mentioned above, gift acceptance policies are required as part of the Form 990 process, essential for maintaining your organization’s tax-exempt status.

How to Create a Gift Acceptance Policy: 5 Steps

You’re ready to update (or write your first) gift acceptance policy for your organization. Great! Now, what next? We recommend these core steps:

How to develop a nonprofit gift acceptance policy, detailed in the text below.

  1. Secure buy-in and alignment. Get your organization’s leadership and board on the same page about the need for a new or updated gift acceptance policy. You need official sign-off and ratification for the policy addition to take effect, so get a head start by putting it on everyone’s radar. Recruit one or two individuals to join a small committee. If you have a board member with professional legal experience or connections, ask them specifically to join.
  2. Draft your gift acceptance policy. Work with your team to draft a policy for your organization. Take a look at the example policies and templates below to get started. But be sure to take your time and seek legal input if needed. Although nonprofits’ gift acceptance policies are often quite similar, they should not be one-size-fits-all. A policy customized to your nonprofit’s needs, past experiences, and anticipated challenges (even if they’re unlikely) always offers the best protection.
  3. Review and revise as a team. Gather feedback from your team and one or two other organizational leaders or legal counsel who haven’t been involved in the drafting process. They’ll evaluate the policy more objectively and identify any potential problems or gaps that should be addressed in the next draft.
  4. Vote and enact your policy addition. Once you have a final version, share it with leaders and the board ahead of your next board meeting, and add the policy to the meeting agenda. During the meeting, discuss it as a group, determine if any further changes are needed, and then follow your organization’s protocol to vote on and enact the policy addition.
  5. Communicate the change internally. Add the new policy to your nonprofit’s official bylaws, republish them, and notify your entire internal team. Send a quick email that links to the updated policy and explains these key points:
    • What an acceptance policy is
    • Why you’ve created or updated one
    • How it will help your nonprofit and specific teams
    • Who to contact with questions

See Them in Action: Example Gift Acceptance Policies

Check out these real examples of nonprofit gift acceptance policies:

If you’re drafting or updating your own policy, we recommend carefully reading thorough examples like these to see their full range of details and specifications. Here are some notable sections and inclusions from these examples:

  • Introductions and contextual sections that clearly define what your nonprofit considers a “gift”
  • Details about any gift review committees or internal staff positions in charge of reviewing specific types of gifts and what that process entails
  • Details, requirements, and expectations for any gift agreement processes that you may implement to ensure mutual understanding of the policies for large gifts above a certain value threshold
  • Exact acceptance criteria and processes for gifts of cash, publicly traded securities, private securities, cryptocurrency, various types of in-kind gifts, real estate, donor-advised fund grants, various types of planned gifts, and more
  • Liquidation timeframes for gifts of securities or cryptocurrency
  • Whether certain types of gifts will be restricted or unrestricted upon donation, plus the process for changing a donation’s restriction status if desired by the donor
  • Explanations of how employer-sponsored matching gifts will be recorded and substantiated
  • Details about standard gift counting and reporting processes

Gift Acceptance Policy Templates

Gift acceptance policies are extremely varied as the whole point is that they should protect and support your unique organization. However, they do usually share a few common elements and details that make your staff’s lives easier and protect your 501(c)(3) status.

Policies can be simple and short to cover your bases or extremely thorough to spell out exact protocols for specific situations. For reference, here are templates for a basic and more detailed gift acceptance policy:

Gift Acceptance Policy Template – Basic

  1. [Nonprofit] solicits and accepts gifts consistent with its mission and support its core programs and special projects.
  2. Donations and other donated forms of support are generally accepted from individuals, corporations, foundations, government agencies, and other partners, subject to the following acceptance limitations:
    1. [Descriptions of limitations, which may include:]
    2. [Specific types of gifts]
    3. [Delivery/pickup of donated items]
    4. [Condition of donated items]
    5. [Proof of ownership or provenance of donated items]
  3. Gifts of Real Property, Personal Property, Securities, and other Assets may only be accepted upon approval of [specific committee within the nonprofit].

This example clearly states that accepted gifts are determined to be consistent with the mission, adhere to specific limitations, and require approval in some cases. Its last point helps cover your bases and eliminates the need for granular detail, but do not neglect to follow through with the approval process.

If a policy is so loose or light that it’s forgotten the next time a donor wants to gift you a certain type of donation, you might as well not have the policy in place at all!

Gift Acceptance Policy Template – Moderately Thorough

[Nonprofit] solicits and accepts gifts for purposes that will help it further and fulfill its mission. [Nonprofit] encourages prospective donors to seek the assistance of personal legal and financial advisors in matters relating to their gifts, including the resulting tax and estate planning consequences. The following policies govern acceptance of gifts made to [Nonprofit].

Purpose of the Policy: The purpose of this policy is to govern the acceptance by [Nonprofit] of [all or specific types of gifts], and to provide guidance to prospective donors.

Gift Review Committee: Any gift or proposed gift that does not comply with this policy must be reviewed and approved by the [internal committee], which is composed of [internal roles that make up the committee]. As indicated below, certain proposed gifts may require the approval of the [Board or Executive leadership, if applicable].

Use of Legal Counsel: [Nonprofit] will seek the advice of legal counsel in matters relating to acceptance of gifts when appropriate. Review by counsel is recommended for [common stipulations below]:

  1. Gifts of securities that are subject to restrictions or buy-sell agreements
  2. Documents naming [Nonprofit] as trustee or requiring it to act in any fiduciary capacity
  3. Gifts requiring [Nonprofit] to assume financial or other obligations
  4. Transactions with potential conflicts of interest
  5. Gifts of property that may be subject to environmental or other regulatory restrictions

Restrictions on Gifts: [Nonprofit] will not accept gifts that:

  1. Would result in [Nonprofit] violating its corporate charter
  2. Would result in [Nonprofit] losing its status as an IRC § 501(c)(3) not-for-profit organization
  3. Are too difficult or too expensive to administer in relation to their value
  4. Would result in any unacceptable consequences for the organization
  5. Are for purposes outside [Nonprofit]’s mission.

Decisions on the restrictive nature of a gift, and its acceptance or refusal, shall be made by the Executive Committee, in consultation with the Executive Director.

Gifts Generally Accepted Without Review [common examples below]:

  • Cash. Cash gifts are acceptable in any form, including by check, money order, credit card, or online… [Provide additional requirements and restrictions for all gift types as needed.]
  • Marketable Securities. [Include details about the transfer process, liquidation timeframe, restrictions, approval processes, etc.]
  • Bequests and Beneficiary Designations under Revocable Trusts, Life Insurance Policies, Commercial Annuities, and Retirement Plans.

Gifts Accepted Subject to Prior Review:

Certain forms of gifts or donated properties will be subject to review by [committee, board, and/or executive leadership] prior to acceptance. Examples of gifts subject to prior review include, but are not limited to [common examples below]:

  • Tangible Personal Property. [Details about acceptance requirements, restrictions, approval processes and criteria, etc.]
  • Life Insurance.
  • Real Estate. 

This example is more thorough than the first and more clearly defines specific details about types of gifts and the processes and protocols that surround their acceptance.

But if you want, your policy can go even further! Consult with your nonprofit’s legal counsel to develop a gift acceptance policy tailored to your organization’s exact needs.

However, remember that while you don’t necessarily need to get your gift acceptance policy perfect the very first time, you do need to have one in place! You can always expand or refine it over time by working with your organization’s leaders and legal counsel.

Learn more about matching gifts and how they grow your nonprofit's revenue.Additional Considerations to Keep in Mind

As you draft or update your nonprofit’s acceptance policy, there are additional considerations that you should keep in mind. These will help to further protect your organization, maximize the policy’s utility and value, and ensure adoption.

  • Adjust your policy over time. As noted above, your gift acceptance policy is not set in stone. Drafting an exhaustive policy isn’t always necessary, and it can be quite time-intensive when done on your own. If you need to develop a basic one to cover your bases quickly, go for it. Then, take the time later to consult with a nonprofit legal expert, draft a more thorough version, and get it approved by your board.
  • Include gift-specific clauses as needed. It might be easy to define what your nonprofit considers “gifts” and slap a gift review committee process onto the policy (definitely better than nothing!), but it might not serve you well in the long run. It’s easy to forget or neglect loose policies, and policies that create additional steps for multiple team members are likely to be disliked and perhaps disregarded over time—not a good outcome. Consider the types of gifts you currently accept and want to accept. For example, if your nonprofit wants to intentionally expand its programs for securing planned gifts or corporate gifts of in-kind goods, a policy playbook will be extremely helpful for reaching these goals.
  • Consider additional types of clauses as needed. Most notably, decide if you want to include variance and morality clauses. The primary function of these clauses is to give your nonprofit options for dealing with the repercussions of a donor’s poor reputation or legal troubles, allowing your organization to separate itself from their name. An unfortunate outcome, but it does happen, so best to have options!
    • Variance clauses in gift agreements dictate what happens when the original terms of a gift can no longer be met. For example, if a building funded by a donor’s major gift is renovated or rebuilt, their name will be removed from the updated or new building. These clauses can also more generally ban perpetual public recognition and eliminate any expectations that your nonprofit must display the donor’s name on prominent funded buildings or installations in perpetuity.
    • Morality clauses explicitly give your nonprofit the ability to distance itself and remove naming if a donor (or the donor’s business practices) no longer align with your stated values and mission. These can be touchy to discuss with donors, which is why many nonprofits rely on a combination of variance and morality clauses to provide protection without offending new donors when gift terms are discussed.
  • Have a plan for using your gift acceptance policy. When your gift acceptance policy is triggered (or a gift officer simply encounters an unfamiliar situation), have a process and guidelines in place for how to discuss it with donors. First, ensure your policy is internally publicized and easily accessible to everyone in your bylaws. Next, actively train your fundraisers, gift officers, accounting team, and any other relevant staff on the policy’s contents and applicability. Outline specific steps they should follow to elevate unusual or new issues that aren’t covered in your policy.

Deepening Relationships Through Non-Cash and Corporate Gifts

One final recommendation is to use the occasion of drafting or updating your nonprofit’s gift acceptance policy as an opportunity to consider your current (and ideal) revenue streams.

These policies are most helpful in situations that involve either non-cash gifts or donations made through other organizations rather than individuals. As you work on your acceptance policy, use it as a springboard to think about what further growth might look like for your nonprofit. Consider these questions:

  • Are you heavily reliant on individual contributions?
  • Are you making the most of opportunities to secure non-cash gifts or gifts from businesses and foundations?
  • Do you actively talk about diverse or alternate giving options with donors?
  • Have you promoted matching gifts to your donors (the easiest way to build a corporate giving stream by far)?
  • Do you explore your major and mid-level donors’ corporate connections to uncover new potential partnerships?

Corporate giving platforms for nonprofits like 360MatchPro by Double the Donation and software built specifically for planned giving, stock giving, DAFs, and more can help you build more robust giving programs that match the robustness of your acceptance policies (and aspirations).

Explore your options and don’t be afraid to diversify. Overreliance on a single form of revenue is risky for nonprofits, and there are tons of easy ways to diversify your fundraising and give your donors better, more flexible experiences. To continue learning how to build a well governed and funded nonprofit, take a look at these additional resources:

Learn how 360MatchPro can help you diversify your revenue sources and secure more corporate dollars.

Explore the basics and examples of matching gifts for nonprofits.

Nonprofit Basics: Matching Gifts & How They Double Funds

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Corporate giving is a big deal for nonprofits. Giving USA’s latest report estimates that companies gave an incredible $29.48 billion to charities in the U.S. in just one year,  showing how generous businesses can be. Matching gifts are a special part of this, and these programs provide the easiest way to tap into that funding.

You can multiply your donors’ contributions just by having them fill out a simple form for their employers. However, a jaw-dropping $4-$7 billion in matching gift funds goes unclaimed every year. Charities have a huge chance to get more support, and we’re excited to shed some light on the basics of matching gifts.

Become a matching gift expert by downloading our free guide for nonprofits.

What Are Matching Gifts?

Matching gifts are a type of philanthropy program where companies match donations their employees make to eligible nonprofits, effectively doubling the contribution to the charity. For example, if a Home Depot employee donates $50 to an eligible charity, the company will also donate $50, doubling the total contribution.

Through matching gift programs, companies will double the contributions their employees make.

This workplace giving program not only amplifies the impact of the original donation but also encourages a culture of giving within the company, aligning corporate resources with employees’ charitable interests. It’s a win-win-win for companies, their employees, and nonprofits!

How Do Matching Donations Work?

When an employee donates to a nonprofit, they can submit a request with details about their gift to their employer, typically through an online portal. Then, the company reviews the donation against their program criteria. If the donation qualifies, the company makes an equivalent donation to the same organization. After receiving the matching donation, the nonprofit should acknowledge the individual donor and their employer.

Note that donation and eligibility requirements will vary depending on the company. When launching a matching gift program, a company will define specifics such as:

An illustration of Google's matching gift guidelines

  • Maximum Donation Amount: There’s usually an upper limit on the amount a company will match per employee annually. The average maximum match amount is currently $3,728.
  • Minimum Donation Amount: This is the lowest donation amount a company will match. Some companies lower barriers to participation by setting very low donation amounts, such as $1 or $5. According to that same resource we just referenced, the average minimum match amount is $34.
  • Match Ratio: The match ratio defines how much the company will contribute in relation to the employee’s donation. It’s commonly 1:1. Although it can vary, with some being as generous as 3:1 (AKA a $3 company match for every dollar) or more conservative like .5:1.
  • Employee Eligibility: Companies often restrict employee eligibility to full-time employees, with some programs also extending to part-time staff, retirees, spouses, and board members.
  • Nonprofit Eligibility: Companies specify which types of nonprofits qualify for matching gifts. Often, they state that 501(c)(3) charities are eligible, but they sometimes exclude certain categories, such as political or religious groups.

A matching gift database can help you quickly find these guidelines. You can easily search for specific companies where your donors work and pull up these criteria.

Benefits of Corporate Matching Gifts For Nonprofits

At its core, matching gifts amplify nonprofits’ fundraising revenue without requiring additional donations from supporters. Here are just some of the ways pursuing matching gifts can impact your nonprofit:

  • Broadened Donor Base: Participation in matching gift programs can increase your nonprofit’s visibility among corporate employees, leading to more awareness and support. In fact, 84% of surveyed donors will donate if they’re match-eligible, making matching gifts a great donor acquisition strategy.
  • Higher Donations: Knowing their gift will be matched, donors will feel encouraged to make larger donations than they might otherwise. 1 in 3 donors will give a larger donation than originally planned if a matching gift is offered.
  • Stronger Corporate Ties: By engaging in matching gift programs, nonprofits can build and strengthen partnerships with companies, leading to further support and collaboration. Even if a company can’t offer a built-out program, they may be willing to set up a one-off matching gift program and only match donations to your organization.
  • Improved Donor Retention: Donors who participate in matching gift programs are more likely to feel their contributions are valuable and may be more inclined to donate again in the future.

Best of all, companies are being more generous with matching gifts. Our research on corporate philanthropy trends found that more companies are matching donations at higher rates, lowering minimum donation amounts, and increasing maximum donation amount requirements. That means higher employee participation and more dollars for your nonprofit!

Benefits of Matching Gift Programs For Companies

Corporate giving is intended to be mutually beneficial. By understanding how these programs also impact companies, you can advocate for them when approaching your corporate partners. Here are some of the enticing reasons companies launch these programs:

  • Better Corporate Image: Companies can improve their trust with consumers and employees by demonstrating a commitment to social responsibility.
  • More Satisfied Employees: Workplace giving programs like corporate matching gifts show that a company cares about its employees’ values. Employees will be more likely to donate and contribute to a culture of giving within the company.
  • Talent Acquisition: 77% of employees reported that “a sense of purpose” was part of the reason they selected their current employer. What’s more, 2 out of every 3 young employees won’t take a job at a company with poor CSR practices, so programs like matching gifts can help attract talent.
  • Tax Benefits: Contributions made through matching gift programs are often tax-deductible, providing financial incentives for the company.

From improved brand reputation to happier employees, matching gift programs have many positive implications for companies. Nonprofits Source’s corporate giving trends article shares that many companies are developing year-round strategies as a way to experience these benefits and make an enduring difference!

How Nonprofits Can Identify Matching Gift Opportunities

It all starts with spreading the word. Educate your donors about matching gifts by urging them to check their eligibility in all fundraising appeals, sending informative matching gift letters, featuring matching gifts on your ‘Ways to Give’ page, and posting about matching gifts on social media. You can even have your corporate partners promote matching gifts to their employees!

An example of a Instagram post about matching gifts from Cat Rescue Club

As we mentioned, a matching gift database is your best bet for identifying match-eligible donors. For example, the Double the Donation database puts the most up-to-date forms, guidelines, and instructions at your fingertips. It covers 99.68% of matching gift-eligible donors, which is more than 26.8 million individuals.

Easily embed our search tool into your donation form, a dedicated matching gift page, your Ways to Give page, and post-donation emails. That way, donors can search for their employers and determine their eligibility during key parts of their journey.

Our matching gift software automates the process of finding matching gift donors, so you can monitor match status and follow up automatically on all opportunities. 

Nonprofits can use our matching gift software to monitor match statuses and drive matches to completion.

Create custom emails that follow up with donors based on their eligibility for corporate matching gifts. For instance, match-eligible donors will be prompted to submit their matching gift requests to their employer. Meanwhile, donors with unknown match status may be prompted to research their eligibility.

Explore how our matching gift software helps identify more match-eligible donors.

Examples of Matching Gift Programs

Here are several examples of matching gift programs that’ll give you a sense of how different these programs can be across different companies:

The logos of 10 leading matching gift companies

  • Google offers multiple matching gift programs to employees and board members. It will match up to $10,000 in general personal donations annually per employee and an additional $10,000 annually toward disaster relief at a 1:1 ratio. Google also offers fundraising matches, in which it will match the funds employees raise for charitable events. Requests must be submitted by January 31st of the year following the date of the donation.
  • Checkr will match contributions from full-time and part-time employees starting at $1. The maximum amount depends on the campaign, and most 501(c)(3) organizations are eligible.
  • General Electric matches employees’ donations from $25 to $5,000 dollar-for-dollar annually. Most nonprofits are eligible, and matching gifts must be registered by April 15th of the year following the donation date.
  • Soros Fund Management will only match full-time employees’ charitable contributions between $25 and $100,000 annually. The match ratio varies and goes up to 2:1. The donor must request the matching gift within one year of the donation.
  • GAP offers matches from $10 to a notable $15,000 per year at a 1:1 ratio. Full-time, part-time, and retired employees from the GAP and its subsidiaries are eligible, but maximum matching gift amounts vary by position.
  • CarMax matches gifts between $25 to $5,000 at a 1:1 ratio. Full-time, part-time, and retired employees are all eligible. CarMax also matches gifts from dependents up to age 26.
  • Choice Hotels matches employee donations between $25 to $1,500 at a 1:1 ratio. Both full-time and part-time corporate employees are eligible.
  • Capital Group matches donations between $25 to $5,000 at a generous 2:1 rate. Full- and part-time employees are eligible, and retirees are eligible for their first two years after retiring!
  • The Coca-Cola Company provides a generous 2:1 match ratio for donations between $25 and $10,000. That equates to a maximum $20,000 Coke contribution. Only full-time and retired employees are eligible, and match requests must be completed by February 28th of the calendar year after the gift is made.

Every company’s matching gift program is different, which shows why nonprofits should use matching gift software to locate companies’ guidelines.

Other Resources to Explore

Nonprofit Basics – Learn more nonprofit management essentials by exploring other expert resources.

The Expert’s Guide to Corporate Matching Gift Programs – From common nonprofit eligibility requirements to the submission process, discover everything you need to know about matching gift programs.

How to Win At Corporate Philanthropy: A Nonprofit Guide – Matching gifts are just one piece of the corporate philanthropy puzzle. Explore other top programs and learn how to tap into corporate giving.

Explore our matching gift software and start raising more money for your nonprofit.

A man viewing statistics with the title of this article overlaid, "A Closer Look at Key Alumni Donation Statistics for 2024"

A Closer Look at Key Alumni Donation Statistics for 2024

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Alumni giving is a powerful force that propels educational institutions forward, allowing them to provide exceptional experiences to current and future students. It also serves as a testament to the enduring bond between graduates and their alma mater, one that extends far beyond the years spent on campus.

Whether you want to enhance your fundraising strategies, forge savvy partnerships, or stay informed about the latest developments in the field, these insights will help you better understand alumni giving.

Learn more about our favorite alumni giving trend with this guide to matching gifts.

Why Are Alumni Donation Statistics Important?

Alumni donation statistics help institutions make informed decisions about:

  • Financial sustainability: Donations from alumni often constitute a significant portion of a university’s annual budget. These funds can be used for various purposes, including scholarships, faculty support, research initiatives, and campus improvements. Staying updated on giving statistics ensures that institutions can effectively plan their fundraising efforts and meet their financial needs.
  • Student support: Alumni giving statistics help institutions understand where they need to allocate resources to support current and prospective students. This helps attract and retain a diverse and talented student body by making education more accessible.
  • Benchmarking: Tracking alumni donation statistics allows institutions to benchmark their performance against peer institutions and industry standards.
  • Fundraising: By monitoring alumni giving trends, institutions can adapt their fundraising strategies to maximize donor engagement and contributions. This might involve using different communication channels or creating targeted campaigns based on giving patterns.

Alumni giving statistics are constantly changing due to shifting donor behaviors and institutional factors. Remain informed to maintain effective alumni engagement in response to evolving trends.

Want to learn more about alumni fundraising? Check out our guide.

 

Top Alumni Giving Trends to Keep an Eye on

To stay ahead of the higher ed fundraising curve, attend conferences, join professional associations, and review alumni donation statistics.

1. Matching gifts are on the rise.

Over 26 million individuals work for companies with matching gift programs. For these programs, employers commit to matching their employees’ charitable contributions to nonprofits and educational institutions, typically at a 1:1 ratio. That means if an alum donates $100 to their college and their employer participates in gift matching, the college would receive $200 total.

Matching gifts are beneficial to higher education institutions for several reasons, as they lead to:

  • Increased fundraising revenue: Matching gift appeals increase the average donation amounts an organization receives, as supporters typically give more when they know their gifts will be doubled. In fact, 1 in 3 donors indicate they’d give a larger gift if matching is applied.
  • Stronger alumni engagement: Alumni who take advantage of matching gift programs recognize that their contributions are effectively doubled, enhancing the impact that they have on their alma mater. As a result, they may feel inclined to further their engagement and participate in other activities, events, and volunteer opportunities.
  • Corporate partnerships: By promoting matching gifts, higher education institutions can foster partnerships with corporations willing to match their employees’ donations. These partnerships are mutually beneficial—corporations demonstrate their commitment to philanthropy, and the institution gains access to a new funding source and support for its initiatives.

To streamline the matching gift process, implement matching gift software like 360MatchPro by Double the Donation. The solution will automatically identify eligible donors, send reminders, and provide real-time tracking of matching gift submissions, making it easy for alumni to participate in the program and for fundraisers to monitor and optimize matching gift participation.

For more information on 360MatchPro and how it can support your alumni giving efforts, watch the video below:

Get Your Free Demo of 360MatchPro

 

2. Giving is closely tied to stock market fluctuations.

Studies have shown a strong correlation between stock market performance and alumni donations. When the stock market performs well, individuals with investments experience increased wealth and make larger charitable donations, including to their alma mater. During this time, higher ed fundraisers should consider launching more ambitious campaigns or approaching donors with larger gift requests.

Monitor market forecasts closely. If there is a prediction of an economic downturn, donors may be more cautious with their giving. Be sensitive to donors’ financial situations and tailor your appeals accordingly. This could involve focusing on smaller, more frequent gifts or emphasizing the importance of sustaining ongoing support, even if at reduced levels, to weather financial uncertainties.

Additionally, diversifying fundraising efforts to include planned giving, endowments, and major gifts can provide stability and resilience to an institution’s fundraising efforts, as these sources of revenue are often less susceptible to short-term market volatility.

3. Alumni giving will no longer be factored into college rankings.

Each year, the U.S. News & World Report compiles a list of the “best” colleges and universities based on a variety of factors, including graduation rates, full-time faculty, and student debt. High levels of alumni participation in giving were once considered a sign of alumni satisfaction and therefore factored into the list for many years. However, the publication recently announced that it will no longer take alumni giving into account, citing inconsistencies in how the metric was reported across institutions.

Some higher ed fundraisers are concerned that the change will impact how donors perceive the importance of giving to their alma mater. As a result, it might be necessary to shift focus from using rankings as a motivation for alumni giving.

Instead, they should emphasize the broader impact that alumni contributions have on:

  • Academic reputation: With increased funding, schools can attract renowned professors, researchers, and scholars who can enhance the academic environment and bring prestige to the institution.
  • Student outcomes: Donations often go towards creating scholarships and financial aid programs. This helps reduce the financial burden on students, making education more accessible and improving retention rates.
  • Peer assessment: Each year, presidents, provosts, and deans of admissions rate the academic quality of institutions with which they are familiar on a scale of 1 (marginal) to 5 (distinguished). Schools with higher rates of alumni giving can invest more in faculty, research, facilities, and student support services, which improves how they are perceived.

While rankings may no longer consider alumni giving, a robust alumni giving program can still significantly benefit an institution by strengthening its financial stability, reputation, and overall ability to provide a high-quality education.

4. Crowdfunding is a preferred form of giving among young alumni.

Nearly 8% of current students give to crowdfunding initiatives. This trend continues among young alumni and new donors, who are more likely to give smaller amounts.

To create compelling crowdfunding campaigns that appeal to young donors, higher ed fundraisers should use popular social media platforms, such as Instagram, X (formerly Twitter), and Facebook, to promote the campaign. Create interactive and shareable content that encourages young alumni to participate and spread the word. This can include challenges, contests, or virtual events that foster a sense of community and excitement.

Keep donors informed about the campaign’s progress and share updates on milestones, achievements, and the impact of contributions. Regular communication helps build trust and encourages continued support.

5. Alumni want mobile-friendly benefits.

Mobile-friendly perks that colleges can offer their alumni donors, detailed in the text below.

In a recent survey, 75% of alumni said they would engage more with their school if their benefits were mobile-friendly. Here are three types of mobile-friendly benefits that alumni organizations can provide to donors:

  • Alumni apps: Many institutions have developed dedicated mobile apps for alumni, creating a convenient way for graduates to access alumni directories, event calendars, news, and donation forms.
  • Exclusive content: Provide donors with exclusive mobile content, such as videos, podcasts, or alumni success stories, accessible through the mobile app or university website.
  • Virtual recognition wall: Create a virtual donor recognition wall where donors can see their names and contributions alongside other supporters.

By offering these mobile-friendly benefits, alumni organizations can cater to the preferences and lifestyles of their alumni, making it easier for donors to support their alma mater.

This statistic also reinforces the importance of providing intuitive, streamlined online experiences to your entire community, not just students. Unclear navigation, clunky portals that require logins, and jumbled web design should all be avoided on your donor-facing web assets.

6. Experiential recognition should be a top priority.

It is 10 to 20 times more expensive to acquire a new donor versus retaining an existing donor. Showing appreciation and providing regular updates on how donations are being used is essential to retaining donors. However, 72% of donors discard physical forms of recognition like letters and gifts.

90% of donors prefer experiential recognition instead. As such, your organization should consider providing unique experiences as rewards for certain donation levels. These could include virtual alumni reunions, behind-the-scenes campus tours, access to exclusive events, or alumni networking opportunities.

7. Donor-advised funds are growing.

Last year, grants from donor-advised funds (DAFs) increased 9% to $52.16 billion. DAFs are charitable giving vehicles that allow individuals, families, or organizations to make contributions to a fund, receive an immediate tax deduction, and then recommend grants from the fund to eligible nonprofit organizations, including educational institutions. Experts project that DAFs will become more common as they provide donors with flexibility and control over their funds.

To take advantage of this type of sustainable funding, encourage alumni to think about the long-term legacy they can create by establishing a DAF. Explain how their contributions can support future generations of students and contribute to the institution’s growth and success.

Share success stories of alumni who have set up DAFs and made meaningful contributions to the university. These testimonials can inspire others to follow suit, knowing that their philanthropic efforts can have a lasting impact on their alma mater.

To learn more, we recommend FreeWill’s complete guide to DAF fundraising.

A Final Note About Alumni Donation Statistics

Remember, alumni giving is not just about keeping up with the trends; it’s about forging a lasting and impactful connection between your institution and its alumni, one that benefits both parties for years to come.

With a deep understanding of both external benchmarks and your unique path to success, you can build a stronger, more vibrant community that supports your institution today and paves the way for a brighter future.

For more information on higher ed fundraising, review these additional resources:

Learn how 360MatchPro can help your education institution tap into one of the most powerful alumni fundraising trends, corporate philanthropy.

An illustration of two men shaking hands with the title of this article overlaid, Principal Gift Fundraising: Securing Transformational Gifts"

Principal Gift Fundraising: Securing Transformational Gifts

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Nonprofits thrive on the support of major donors. The most major of the major gifts a nonprofit might receive are called principal gifts.

Principal gifts bring transformational benefits and drive incredible impact, growing organizations’ capacities to run programs, serve constituents, and make a difference. They’re elusive but achievable when you have an intentional strategy to identify and secure them.

What’s a Principal Gift?

Simply put, a principal gift is a large donation made to a nonprofit by a major donor.

Nonprofits commonly consider principal gifts to be worth $1 million or more, but it’s important to remember that their exact value is relative to the size of an organization’s average gifts. You can define a rough range for major giving for your organization by identifying your top 25 or so gifts received within the past five years and determining the median of this range. This number can serve as a minimum for defining major gifts. Principal gifts would fall at the very top of (or far above) this range.

How to determine your nonprofit's ranges for major and principal gifts.

So how do you snag a principal gift? What background knowledge and strategies do you need to succeed and start transforming your organization?

In this crash course, we’ll take a closer look at principal gifts, how to pursue them, and other ways to maximize the value of your development efforts through tactics like corporate philanthropy.

Learn how matching gifts can support donor journeys, from the grassroots to principal levels.

 

Understanding Principal Gift Fundraising

Before you can begin laying out a principal gift fundraising strategy, you’ll need to understand some important context.

Principal gifts vs. major gifts: What’s the difference?

A principal gift is a major gift, but a major gift is not necessarily a principal gift.

As explained above, your organization’s definition of a major gift is highly relative to your donor base and average fundraising data. A principal gift is simply a large gift at the top of or above that range of major giving.

Nonprofits pursue major and principal gifts using similar tactics but note that principal gifts have an especially long lifecycle. The larger the gift, the more discussions, care, and due diligence that go into the process. This is also true because principal gifts can generate significant publicity when given by high-profile philanthropists. Options should be weighed carefully before nonprofits and principal donors make public “investments” in one another and link their images.

You may also encounter the term lead gift. These are also large major gifts, but they’re received specifically in the context of major fundraising campaigns. A capital campaign’s fundraising goal, for example, is traditionally topped by a large lead gift, followed by a couple of smaller (but still major) gifts, and then more and smaller gifts down the line in a pyramid structure. This approach is highly efficient, allowing nonprofits to focus first on the handful of highest-impact gifts that will push the campaign the furthest forward.

Who gives principal gifts?

Major donors give principal gifts to nonprofits.

Sometimes, but not always, these donors are high-profile, high-wealth philanthropists—think Mackenzie Scott making waves in the nonprofit world with a new mega-gift. This situation is often what nonprofits imagine when they hear the term “principal gift.”

But again, it’s important to remember that the value of major gifts is relative and that no two donors are alike. What they do have in common is the capacity and inclination to give major gifts, whatever that might mean for your organization.

If you’ve taken concrete steps to invest in prospect research and major gift fundraising, there’s a good chance you’re already in touch with (or in the orbit of) a potential principal gift donor for your organization’s major giving range.

How are principal gifts usually given?

Principal gifts are not usually given out of cash but rather from saved assets (or a mix of cash and assets).

These non-cash assets often include:

  • Real estate
  • Stocks and other tradable securities
  • In-kind gifts of valuables like jewelry or art
  • Grants from donor-advised funds (DAFs)
  • Planned gifts like trusts and annuities
  • Cryptocurrency

When you pursue large donations, it’s important to be flexible in the types of gifts you can accept. Wealthy donors often prefer to give from saved assets rather than from liquid cash, not only because this won’t affect their day-to-day finances but also for the unique tax benefits that different non-cash gifts can bring. We’ll explore this best practice in greater detail below.

How do nonprofits pursue these gifts?

Nonprofits pursue principal gifts as part of their development programs, typically overseen by a dedicated staff member.

Nonprofit development provides the core structure and processes for principal gift fundraising. Having a development approach in place is generally a prerequisite for success. (Keep in mind, though, that even small shops succeed with development with the right tools and prioritization tactics!)

The fundraising strategies used for principal gifts are similar to those for other major gifts but heightened in intensity. One-on-one engagement is even more important for principal gift fundraising, for example. Other best practices take increased emphasis, as well, like the importance of networking in the prospect identification process.

Learn how matching gifts can support donor journeys, from the grassroots to principal levels.

How to Build a Principal Gift Fundraising Program: 10 Key Steps

So you’re ready to get serious about pursuing and securing principal gifts for your nonprofit. How do you build a program to support that goal? We break it down into the following key steps:

The steps for building a principal gift fundraising program, detailed in the text below

1. Understand principal donor motivations.

First, take the time to understand why principal donors give such large gifts. As with other major donations, these gifts are motivated by a range of different personal reasons. These might include:

  • The simple desire to give back
  • Giving back to a personally meaningful cause or institution
  • Tapping into significant tax benefits
  • Simplifying estate and financial plans with bequests and in-kind donations of property
  • Public recognition for personal brand-building

Always keep in mind that philanthropists give strategically—of course, they choose to give to the specific causes and organizations that matter to them, but additional motivations usually come into play. Understand these and you can better align your own goals with those of your prospects.

2. Audit your existing development practices.

Principal gift fundraising occurs as part of your other development practices. Review your current processes for major gift fundraising, planned giving, and other high-impact or nontraditional forms of one-on-one fundraising. Consider the entire major donor lifecycle and the steps, tools, and best practices you use at each stage. These include:

  • Prospect research and wealth screening
  • Prospect qualification
  • Gift cultivation and your messaging during this process
  • Your solicitation strategies
  • Your stewardship strategies and cadences
  • Your nonprofit’s gift acceptance policy (create one if needed!)

Pay extra attention to the logistical processes that drive this lifecycle, especially moves management and your CRM practices. You’ll rely on these for principal gift fundraising just as you do for other giving programs.

Ideally, you’ll have data to refer to. Check out your historical performance with major gifts. Is your prospect pipeline consistently full or running low? Are there stages in the lifecycle where many prospects seem to drop off? Are your qualification criteria appropriate and up-to-date?

Identify potential improvements and make them (and/or consider how you’ll adjust them for principal gifts).

3. Screen your database and research connections.

Next, you’ll begin identifying your first principal gift prospects.

Look to your existing base of support. A pre-existing relationship with your nonprofit is one of the most reliable indicators of giving likelihood. Run a wealth screening to find those donors and contacts with the means to give a gift in the upper half or so of your nonprofit’s defined range for major gifts.

It’s normal in major and principal gift fundraising to branch outside of your direct contacts to find prospects, as well. However, this doesn’t mean cold-calling individuals in your community who you know to be wealthy. Existing, organic connections will yield the best results. Look to your current major donors and consider what you know or could find out about:

  • Their families, friends, and community ties
  • Their careers, colleagues, and employers
  • Past nonprofits they’ve given to or volunteered for

Local histories, publications, social media (especially LinkedIn), the annual reports of other nonprofits, and more are all viable research routes. And remember, if you have strong working relationships with any major donors, don’t be afraid to just ask. Set up a call or lunch to let them know your organization is seeking more high-impact support. Do they have any friends, family, or colleagues who’d also be interested in your mission?

4. Map out your relationships with major donors.

Review everything you’ve learned from researching top prospects and their connections. Then, map it out.

A relationship map that a nonprofit might use for finding connections between major donors.

This might mean using a notebook or simple design tool to literally draw connections between your contacts and individuals you’d like to meet—whatever works! You’ll likely be surprised to find that many high-impact donors move in similar social circles, especially in smaller communities.

Visually look for connections and correlate them to your research insights. This process can yield some valuable results. For example, you might find several connections from existing donors pointing to one individual in the community. This person might be a prime candidate for outreach because of the organic personal or professional connections that you already have with them.

5. Review your donor qualification criteria.

Before finalizing a list of prospects, you need to qualify and prioritize them. Principal gift fundraising is highly time-intensive and requires one-on-one communication over extended periods. You’ll need to have a plan to spend your time wisely, that is, by focusing first on those most likely to give.

Qualification is the process of defining the characteristics of a strong giving prospect and using them to update your prospect lists for more efficient and targeted outreach. Qualification criteria can include:

  • Certain giving capacities (shaped by your organization’s definition of major gifts)
  • Stock ownership
  • Property ownership
  • Active engagement with your nonprofit
  • Active engagement with other nonprofits
  • Demonstrated interest in or personal connection to your cause
  • Direct, second-degree, third-degree, etc. connection to your nonprofit
  • Personal vs. professional indirect connections

Note that some criteria can (and often should) be weighted more heavily than others. Existing direct connections with your nonprofit should be prioritized over indirect connections, or you may learn over time that personal indirect connections are better indicators than professional ones.

Not every prospect will check every box, but this approach does allow you to tackle the prioritization process in a standardized, easily repeatable way. Many fundraising experts recommend making qualification a recurring activity for your development team to ensure continued effectiveness—Graham-Pelton’s donor qualification guide lays out why and how to do this.

You should also keep your qualification criteria up-to-date over time, and create different variations of them for different giving programs. For example, while principal gift donors, major donors, and planned gift donors might share some common characteristics, these are not perfectly overlapping groups. Qualification makes it easy to build in a more targeted approach from the very start.

6. Build a preliminary list of principal giving prospects.

Next, use your qualification criteria to screen the list of donors and prospects you identified in Steps 3 and 4.

Rank them according to your criteria, and you’ll have a handy, easy-to-use shortlist of your very top prospects.

7. Develop outreach strategies.

Now you can begin thinking about how you’ll get in touch with your prospects. Consider these tips:

  • Review known communication preferences of existing contacts.
  • Look back at previous conversations with existing contacts to refresh yourself on their personal life developments, career changes, etc., and use these to begin new conversations.
  • Ask your existing contacts for introductions to new prospects based on the mapping exercise in Step 4.
  • Create or update your nonprofit’s general case for support.
  • Create more context-specific cases for support if needed. For example, if you’re seeking a lead or principal gift as part of a major fundraising campaign, you’ll need talking points tailored to the campaign’s objectives.
  • Prepare some preliminary shareable resources like your annual report, one-pagers, and brochures about your nonprofit and its impact. You likely won’t need these until you’re closer to actually soliciting a gift, but it doesn’t hurt to be prepared.

With these tips in mind, take a closer look at everything you’ve learned about each prospect and conduct more research if needed. Use this information to lay out personalized outreach strategies for each individual.

8. Start reaching out to build relationships.

Begin reaching out! Work your way down your shortlist of prospects, starting conversations, having calls and meetings, and introducing them to your organization, its work, and its needs.

During this stage, take your time and follow standard gift cultivation best practices that you follow for other major gifts.

Take an interest in your prospects’ personal and professional lives, and work to show them how a partnership would drive impact in the community. Remember that gifts of any size can be restricted or unrestricted—if a prospect shows interest in one particular program or service that your nonprofit runs, lean into it.

You should also seek to learn more about your prospects’ giving motivations so that you can best tailor your eventual solicitations. For example, a wealthy middle-aged prospect might be nearing retirement age and interested in financial planning. You could explain to him or her that various types of planned gifts can actually provide donors with regular income payments while reducing their tax bills, making these arrangements ideal vehicles for principal donations.

9. Double down on moves management and record-keeping.

Throughout the cultivation and solicitation processes, keep close track of your touchpoints with prospects. Organized moves management is essential.

Use your CRM to record each touchpoint, add notes, and tag it with the appropriate prospect. This will take all the guesswork out of preparing for your next conversation and determining the right time to make the ask.

Check out our introduction to moves management for a quick overview of this process.

And aside from tracking your interactions with prospects, be prepared to handle other logistics once you make a successful solicitation. Finalizing a principal gift will involve working closely with the donor and perhaps their (and your) lawyer to hash out the details, especially for non-cash gifts that require legal transfers of ownership or other arrangements. Keeping tidy records of your organization’s finances is always important, and you’ll need to have crystal-clear records of your principal gifts.

10. Prioritize engagement and stewardship.

As you build relationships with principal gift prospects, introduce your giving programs, and lay out compelling cases for support, you’ll hopefully soon successfully solicit your biggest donation yet. Thank your donor, work out the fine print, thank them again, and begin facilitating the donation.

What next?

Ongoing engagement and stewardship are already important for your major donors—doubly so for principal gift donors. They are extremely valuable partners for your mission. You should have a plan to:

  • Stay in touch and aware of developments in their lives
  • Keep them up-to-date on the progress of your work and any specific campaigns or programs they funded
  • Offer ongoing opportunities to get involved with event invites, personal meetings, tours, and more
  • Offer new giving options over time that you think they may be interested in

By maintaining and growing your relationships with key supporters over time, you’ll retain their support, secure additional gifts in the future, and build a stellar reputation for your nonprofit. Who wouldn’t want to be known as an organization that inspires transformational gifts and fosters a thriving community?

 

Learn more about the essentials of donor stewardship

 

How to Make the Most of Your Development Strategies

You’ve built effective development strategies and are well on your way to securing a principal gift that will take your work to the next level. Your prospect pipeline is humming along, and everyone’s excited to drive your nonprofit’s goals forward. What next?

Stay on the lookout for ways to maximize the impact of your development work. There are all kinds of ways you can generate more value through your giving programs. For example:

1. Promote matching gifts and volunteer grants. These employer-offered CSR perks are effortless ways to boost the value of your donations. Ask your donors (at all giving levels) to check their eligibility, or research it for them. Nonprofits’ board members are also often significant donors—don’t forget that their board service might qualify for volunteer grants through their employers, as well!

360MatchPro by Double the Donation streamlines the entire process for you and creates easy value-adds up and down your donor pyramid. Learn more or request a demo to see our platform in action. For more information on how the platform works, check out this video:

2. Provide flexible giving options. As mentioned above, major and principal donors often like to give from assets rather than cash for numerous reasons. Be prepared to offer and discuss these giving options. Making it easy to give in a preferred way almost guarantees that you’ll raise more in the long run. Look for tools that simplify the process of accepting stock donations, gifts crypto, donor-advised fund grants, and more as needed.

3. Monitor federal and state tax changes. Tax incentives are powerful motivators for donors when large gifts are involved. Stay aware of developments at the federal and state levels so that you can have productive conversations with prospects. Help them understand the potential benefits of donating (but don’t give explicit financial advice—leave that to the financial and legal professionals).

4. Suggest gift-matching challenges to your top donors. Planning a new major fundraising campaign or giving day? Try asking a longtime major donor to offer a unique gift-matching challenge! This involves your major donor matching all gifts made to your organization within a specific timeframe, and it can be an easy way to supercharge your fundraising results in a short time. Plus, it’s an easy way to engage your major donor with a serious opportunity to drive impact.

5. Research further funding connections and opportunities. Keep researching your donors’ and prospects’ connections over time. Major supporters who are philanthropically active might have connections with foundations that you can tap into to get your foot in the door for new grant funding. Wealthy individuals might even eventually form their own private or family foundations—make sure your nonprofit is a preferred partner right from the start.

Learn how matching gifts can support donor journeys, from the grassroots to principal levels.

Additional Considerations of Principal Gift Fundraising

Principal gift fundraising can completely transform your nonprofit’s ability to pursue its mission. But it also comes with unique challenges and considerations to keep in mind:

  • By forging such a big partnership with an individual, you link your organization’s image with theirs. Consider their reputation, the publicity that an announced gift will generate, and whether you can (or want to) honor any restrictions that a donor places on their gift. You can turn down a gift in the best long-term interest of your mission. Think carefully about these factors long before soliciting a gift. Reference your gift acceptance policies, and create them now if you haven’t yet.
  • Prepare for the logistics of accepting non-cash gifts. You may need to liquidate stock, work with attorneys and accountants to make arrangements for complex planned gifts, or even handle accepting gifts of real estate. Consider these processes in advance and be prepared to invest in new tools, hire external professionals, and expand your bookkeeping practices as needed.

It’s also recommended to look for ways over time to build more business connections as your organization grows. By integrating corporate philanthropy into your development strategies, you can build extremely fruitful and resilient revenue sources for your nonprofit. Ask your major and principal donors about their careers. Learn more about their employers. Use your existing relationships to springboard new corporate partnerships or sponsorships—the sky’s the limit!

New to corporate philanthropy? Here’s the complete playbook.

Despite its nuances and unique considerations, principal gift fundraising is easily the highest-impact form of fundraising that a nonprofit can conduct.

Understand its distinctions and why major donors choose to give. Build and improve upon your existing development strategies, and focus heavily on research and preparation. With the right plan in place and plenty of time to build relationships, you’ll be on your way to securing a transformational gift.

Want to learn more? Take a deeper dive with these related resources:

Matching gift automation can improve all your donor journeys, from the grassroots to the major donor levels.

This comprehensive guide covers everything nonprofits should know about conducting feasibility studies.

How to Conduct Feasibility Studies: Your Nonprofit’s Roadmap

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Imagine pouring your heart, soul, and crucial resources into a project, only to watch it falter due to a lack of proper planning. This is a nightmare scenario for any nonprofit.

However, what if there was a strategic tool that could significantly reduce this risk, ensuring your efforts are well-directed and more likely to succeed? This is where a well-conducted feasibility study comes into play.

To lead a successful fundraising campaign, your nonprofit has to put a lot of time and effort into planning it. From conducting prospect research to investing in the right fundraising tools, there are several moving parts to manage. These tasks become especially critical (and complex) when planning large-scale campaigns, like capital campaigns, and a thorough feasibility study can help substantially.

These studies can be complex, so we’re here to help you get up to speed on the basics. We’ll explore the following:

These studies can guide you through the complex maze of project planning, helping you avoid common pitfalls and align your resources with your most achievable and impactful goals. Now, let’s learn what makes this step in the fundraising process so pivotal and how it can transform the trajectory of your nonprofit’s endeavors.

Download our matching gifts guide, so you can secure sufficient funding before conducting a feasibility study.

What Is A Feasibility Study?

A feasibility study is a comprehensive assessment that evaluates the viability and potential success of a proposed project or large-scale initiative, like a capital campaign.

The study tests your preliminary plans and goals by gathering input from the stakeholders who will later help make the campaign a reality, including board members, major donors, and other funders and partners in the community. Nonprofits typically conduct feasibility studies before:

  • Undertaking a capital campaign. These are time- and resource-intensive projects designed to raise a specific amount of money in a set period of time. Their end goal is typically to raise funds to construct a new building, renovate an existing building, or purchase equipment.
  • Launching a new program or service. Before introducing a new program or service, you should determine where it aligns with your mission and whether stakeholders will be supportive of the initiative.
  • Expanding an existing program or service. Before adapting existing initiatives, make sure there’s enough demand for the change and that you have the necessary resources to see the project through.
  • Seeking major funding. If your nonprofit is considering growing an endowment or capitalizing on a significant anniversary to raise major gifts, both scenarios necessitate strong donor relationships, which you can cultivate through a feasibility study.

Because of the size of these projects, they can take multiple years to complete, which is why it’s so critical to know whether your nonprofit is ready to launch a campaign at the desired scale long before you invest in planning it.

Who Conducts Feasibility Studies?

Various individuals or groups can conduct feasibility studies, depending on the nature and complexity of the project, as well as the resources and expertise available to the nonprofit organization. Those commonly involved in conducting feasibility studies include:

  • Internal Staff: In particular, this means those with expertise in project management, research, and analysis. This could include program managers, financial officers, or strategic planning staff.
  • Consultants: External professionals who specialize in feasibility studies and strategic planning for nonprofits bring an objective perspective and specialized skills that may not be available internally.
  • Board Members or Advisory Committees: Experienced individuals from your board of directors or specially formed advisory committees can provide oversight and strategic input. They can contribute insights based on their understanding of the nonprofit’s mission and goals.

Overall, it’s crucial that the team or individual leading the study has the necessary skills, objectivity, and understanding of the nonprofit’s goals and the community it serves.

How Far In Advance Should We Conduct A Feasibility Study?

For a nonprofit organization, the ideal time to conduct a feasibility study is well before committing significant resources or detailed planning to a proposed project, especially for large-scale initiatives like capital campaigns or major program expansions.

Typically, this means conducting the study at least a month or longer in advance, depending on the project’s complexity and scope. This lead time allows for thorough research, stakeholder consultation, and strategic assessment, enabling the organization to make informed decisions and adjust strategies based on the study’s insights. What’s more, it provides a window for addressing any identified challenges or aligning the project more closely with the organization’s capabilities.

Benefits of Conducting Thorough Feasibility Studies

Essentially, a feasibility study helps nonprofits make informed decisions by providing a thorough analysis of the practicality and potential impact of a proposed project. It’s critical for ensuring effective resource use and alignment with the organization’s mission and goals. Graham-Pelton’s guide to capital campaign feasibility studies explains that these studies identify how you can move forward with the campaign, rather than only if you can.

Here’s a rundown of the benefits of conducting a feasibility study when considering substantial projects or new initiatives:

This image summarizes the most important benefits of feasibility studies for nonprofits.

  • Informed Decision-Making: A feasibility study provides comprehensive data and analysis for evidence-based decision-making while identifying and strategizing against potential risks to prevent costly errors.
  • Clear Planning and Execution: A thorough feasibility study lays out a roadmap for project implementation, including timelines, milestones, resource needs, and management structures.
  • Strategic Alignment: Conducting a feasibility study ensures that the proposed project aligns with the organization’s mission, goals, and strategic plan. This alignment is crucial for maintaining focus and ensuring long-term success.
  • Stakeholder Trust: Demonstrating a commitment to due diligence through a feasibility study can build confidence among donors, board members, corporate partners, and community members. It shows that the organization is prudent and committed to maximizing its impact, helping to increase supporter retention.
  • Performance Benchmarks and Evaluation: During the study, you’ll establish clear benchmarks and indicators for measuring the project’s success, facilitating ongoing evaluation.

Overall, a well-conducted feasibility study is a valuable tool for guiding your nonprofit through complex decisions, ensuring the effective use of resources, and maximizing the chances of project success. That way, you can be an effective steward of donations by not wasting resources on an unsuccessful initiative.

Suggested Elements to Include In Your Feasibility Studies

Any time a nonprofit conducts a feasibility study, they’re looking for specific elements, so they can make informed decisions about their upcoming initiative. The specifics of what the study focuses on depends on the nature of the project. Here are common elements organizations include in their feasibility studies:

This graphic breaks down the common components of a feasibility study.

  • The executive summary includes an overview of the project and the main findings of the feasibility study.
  • The project description gives a detailed explanation of the project, including objectives, scope, and intended outcomes.
  • A market analysis assesses the demand for the project’s offerings by identifying target demographics, community needs, and existing competition or similar services from other organizations.
  • The organizational capability evaluates the nonprofit’s ability to execute the project, considering factors like management skills, staff capacity, operational resources, and organizational structure.
  • A financial analysis provides detailed financial projections, including costs, potential revenue streams, funding sources, and overall financial sustainability. This may also include an analysis of fundraising potential for the project.
  • Risk analysis identifies potential risks associated with the project, along with strategies for risk mitigation.
  • Legal and regulatory considerations review any legal, regulatory, or compliance issues relevant to the project.
  • A stakeholder analysis provides insights into the perspectives and potential reactions of key stakeholders, including donors, corporate sponsors, community members, and beneficiaries.
  • The sustainability assessment evaluates the project’s long-term sustainability, including ongoing operational, financial, and environmental considerations.
  • An implementation plan outlines how the project will be executed, including timelines, milestones, staffing needs, and management structures.
  • Outcome and impact metrics define success key performance indicators (KPIs) and how the project’s outcomes will be measured.

Collectively, these elements provide a holistic picture of the proposed project’s feasibility, helping the organization make informed decisions about whether and how to proceed.

5 Steps to Conducting a Fundraising Feasibility Study

To get a complete picture of your organization’s current ability to conduct your large-scale campaign, you’ll need to conduct a thorough feasibility study. Let’s walk through the five major steps you’ll need to take to conduct your study:

This image lists all the steps of conducting a feasibility study, which are explored in the text below.

1. Conduct a preliminary assessment.

The preliminary analysis in a feasibility study is a crucial early step that helps determine whether a more detailed study is warranted. It involves these key components:

  • The initial idea assessment involves a basic evaluation of the project idea to determine its viability. It includes understanding the project’s purpose, the goals it aims to achieve, and the problem it intends to solve.
  • Market research helps you understand the market size, current trends, and competition. It’s intended to assess the current demand for your service or project.
  • A technical analysis determines the availability of required technology, necessary technical skills, and achievability within the desired timeframe.
  • A financial analysis assesses the project’s viability by estimating the costs and projected revenue.
  • A risk assessment identifies potential risks early on, such as technical limitations, budget constraints, or market volatility.
  • A preliminary conclusion is drawn about whether the project appears feasible and whether it makes sense to proceed with a more detailed feasibility study based on the above findings.

The preliminary analysis doesn’t require a deep dive into data, but instead, it provides a high-level view to determine if your project warrants further investigation. It helps to filter out unfeasible projects at an early stage, so you don’t waste time and resources. Once you’ve concluded your preliminary analysis, you can determine if a larger feasibility study is needed.

2. Identify key supporters and stakeholders.

Without a substantial number of supporters to back your campaign, you’ll struggle to meet your goal. That’s why one of the first steps in conducting a fundraising feasibility study is identifying your key supporters and stakeholders.

Involving key stakeholders such as donors, community leaders, beneficiaries, and partners can be crucial. While they may not lead the study, their input and feedback can provide valuable perspectives and data.

Of course, you likely already have some supporters that come to mind, like your board members, long-time major donors, community stakeholders, and local business owners. Learn more about them by conducting prospect research.

Prospect research is the process of identifying new potential donors (or, at this stage, getting to know existing supporters) who have both the capacity (wealth) to give large gifts and an affinity (warmth) for your cause. Prospecting will involve leveraging your current donor database, prospect generator tools, government records, and more to learn about your supporters.

Once you’ve identified a prospect likely to support your project, it’s time to get to know them. During this stage, take your time identifying your key supporters. After all, building a genuine relationship with a prospect is far more valuable than scurrying to secure a one-time donation.

3. Create a case for support.

The next step in a feasibility study is to draft up a case for support (also known as a case statement). This document explains the purpose of your campaign and gives compelling reasons why your supporters should help you with your campaign.

When conducting a feasibility study, create a case for support that includes why people should support your project.

According to our guide to fundraising feasibility studies, your case for support should include:

  • An overview of your organization’s mission, story, and larger goals
  • An explanation of why the project is needed
  • Specific challenges and solutions that may occur during the campaign
  • Projected costs and a timeline
  • Reasons your supporters should help fund the project

Once you’ve created a compelling case for support, you can use it in the interview phase of the feasibility study to gather feedback on your campaign from your key supporters.

4. Interview your key supporters and analyze your data.

During this step of the study, you’ll find out how your supporters feel about your campaign and how viable your project is given your organization’s current capacity.

For the interview portion of the study, you should prepare thoughtful questions that help you better understand why your key supporters back your organization and what they think about your project. Here are some questions to add to your list:

  • Do you believe there is a need for this project in our community or target area?
  • How relevant do you think this project is to our mission and the community we serve?
  • Would you be willing to support this project? If so, in what ways (e.g., financial, volunteer, advocacy)?
  • Are there any aspects of the project that you think could be improved or revised?
  • Do you believe that the resources required for this project could be better used in other ways?

Many nonprofits hire a fundraising consultant to conduct these interviews, so they can obtain objective information from key supporters. For the data analysis process, you’ll take a critical look at the results of your interviews, your donor data, and the information you’ve gathered from prospecting.

5. Evaluate the results of your study.

Once you have all of the information from your feasibility study compiled, it’s time to evaluate the results. Typically, your results will point to four options:

  1. Move forward with the campaign.
  2. Adjust your working fundraising goal up or down depending on the results.
  3. Adjust the timeframe of the campaign to allow for a longer donor cultivation process.
  4. Hold off on conducting the campaign.

If your organization is ready to move forward, it’s time to make any necessary adjustments to your campaign plan and present it to your organization’s leaders.

However, learning that your nonprofit isn’t quite ready for a large-scale campaign can be a tough pill to swallow, especially after investing time and effort into a thorough feasibility study. If this is the case, you can use the feedback and data you’ve gathered to begin refining your organization’s strategies and planning for a bright future.

If your fundraising feasibility study shows you need more funding, learn about boosting revenue quickly with matching gifts in this guide.

An Example of A Feasibility Study

Now, let’s look at those steps in action with an example. Reviewing examples of feasibility studies offers valuable insights into practical methodologies, demonstrates real-world applications and outcomes, and helps identify common challenges and effective solutions.

Examples serve as a learning tool, providing a reference for best practices and potential pitfalls. That way, you’ll feel empowered to conduct more effective feasibility studies for your own projects.

Let’s explore an example we created to help you better understand feasibility studies. While fictional, this example emulates real nonprofit projects and how a thorough analysis can help determine plausibility.

Feasibility Study Example: Urban Gardens

Project Name: Green City Gardens

Background: Green City Gardens is a project proposed by a nonprofit focused on community development. The project aims to create community gardens in urban areas, bringing life to spots that lack green spaces. These gardens would be muli-purposed: provide fresh produce to local residents, foster community engagement through gardening, create natural habitats for wildlife, and offer educational opportunities for students.

Need for A Feasibility Study: Given the multifaceted nature of this project, the nonprofit recognized a comprehensive feasibility study was necessary to assess viability. Key considerations included:

  • Community interest, including willingness to volunteer and maintain the gardens.
  • Land availability and suitability to identify potential garden sites, considering soil quality, sunlight exposure, water availability, and urban zoning regulations.
  • Funding and resource acquisition which involved estimating the cost of creating and maintaining the gardens. This also included exploring potential funding sources like grants, donations, and partnerships.
  • Environmental impact to pinpoint the environmental benefits of the gardens, such as increased biodiversity and improved air quality, and any potential negative impacts.
  • Partnerships with schools, businesses, and local governments to support the project’s implementation and sustainability.
  • Legal and regulatory compliance to ensure the project complies with all relevant laws and regulations, including land use policies and environmental guidelines.
  • Long-term sustainability, which involved creating a plan for ongoing maintenance, funding, and community involvement.
  • Impact measurement to establish metrics and methods that quantify the project’s impact on community well-being, environmental health, and educational outcomes.

The feasibility study involved conducting surveys and interviews with community members, consulting with urban planning and environmental experts, and researching potential funding sources. The outcome of this study would determine whether the nonprofit should proceed with the Green City Gardens project, modify it, or explore alternative initiatives.

Working With a Fundraising Consultant to Conduct A Feasibility Study

Many nonprofit organizations find it helpful to call in the help of a third-party expert—a nonprofit fundraising consultant—when conducting a feasibility study. While these professionals will get to know your organization’s unique goals, they can also help you take an objective approach to the feasibility study and set you up with the fresh strategies you need to succeed with your campaign.

Specifically, they can help with the following:

  • Conducting thorough prospect research
  • Facilitating objective interviews with key supporters
  • Assisting your organization with data analysis and interpreting the results of your study
  • Helping your nonprofit determine the next steps after a feasibility study

Feasibility studies are an important part of preparing your organization to dive into a large-scale campaign. Make sure to allow yourself plenty of time to collect all the information you need to evaluate your organization’s capacity and to lean on the help of outside experts as you conduct your own study!

Other Resources to Explore

Feasibility studies stand as a cornerstone in any nonprofit’s strategic planning. They provide clarity, direction, and a sense of realism, ensuring that passion and purpose match practicality and potential for impact. They are critical in guiding organizations like yours through informed decision-making, optimizing resource allocation, and ultimately fulfilling worthwhile missions more effectively.

To continue learning about effective nonprofit management, explore these educational resources we think you’ll love:

If your feasibility study found that you need more funding for your project, download our matching gifts guide, so you can learn how to boost revenue quickly.