The Ultimate Guide to Marketing Volunteer Grants [For Nonprofits]

In the dynamic landscape of nonprofit operations, organizations constantly face the challenges of recruiting and retaining dedicated volunteers, sourcing sufficient funds, and maintaining high levels of engagement. Various strategies have been devised to overcome these challenges, but one opportunity stands out as a potent yet often underutilized resource: corporate volunteer grants.

What are Volunteer Grants?

Volunteer grants, which are also known as “Dollars for Doers” or employer-sponsored volunteer programs, are corporate giving initiatives in which companies provide monetary donations to nonprofits where their employees volunteer. These grants can significantly enhance a nonprofit’s funding while also fostering a culture of collaboration between corporations, nonprofits, and their shared teams.

As a result, the approach you take to marketing volunteer grants to supporters is crucial. In order to drive the best results, the marketing process generally includes the following steps:

• Segmenting your volunteer grant marketing approach
• Creating and sharing useful volunteer grant marketing content
• Marketing volunteer grants with multi-channel promotions
• Marketing volunteer grants with one-off corporate partnerships
• Sourcing inspiration from real-world examples of marketing volunteer grants

In this guide, we’ll walk you through each item so you can ensure your team is marketing volunteer grants effectively. Plus, create the greatest positive impact for your cause.

Let’s begin!

Segmenting your volunteer grant marketing approach

In the realm of nonprofit fundraising, a one-size-fits-all approach to marketing rarely yields optimal results. Marketing volunteer grants is no different.

Therefore, understanding your nonprofit’s audience is crucial for effectively promoting the opportunities to your supporter base. By tailoring your communications with a data-driven strategy, you can increase engagement, awareness, and participation in the revenue-generating programs.

For example, existing volunteers could receive one piece of content asking them to see if their employer will match their time. Meanwhile, volunteer prospects might receive another message informing them about the opportunity and encouraging them to sign up for a volunteer shift to get started.

If you know the supporter’s company, you can also segment your marketing based on a recipient’s likely eligibility for a grant. And, if there’s a history of eligibility for⁠—or participation in⁠—other forms of workplace giving programs (such as matching gifts or volunteer time off), this can also be helpful information to note.

Creating and sharing useful volunteer grant marketing content

Creating and sharing volunteer grant-related content through your marketing efforts is pivotal for nonprofits aiming to promote the opportunity to their supporters. By providing clear, informative, and engaging materials, you can educate volunteers about the programs, demystify the process, and invite supporters to get involved.

When done well, your content should strengthen the connection with volunteers by highlighting the dual value of their time alongside financial support from their employers. This targeted approach not only raises awareness but also empowers volunteers to take action, leading to increased participation in the programs.

Check out the following content topics and ideas for marketing volunteer grants to your audience:

• Highlight examples of top companies with volunteer grant programs, including Microsoft, Disney, Allstate, Dell, Aetna, and more. Then, encourage supporters to look into their employers’ participation.
• Offer an interactive volunteer grant database like 360MatchPro on your nonprofit website, and direct your audience to engage with the tool to locate their volunteer grant eligibility. This allows supporters to access company-specific program criteria to get started!
• Share testimonials that demonstrate the positive impact volunteer grants have had on your cause in the past. Invite real volunteers to share their experiences with the programs, too!
• Supplement text with multimedia ⁠content such as photos, videos, infographics, and more to attract and retain your audience’s attention.

💡 Top tip: Looking to up your workplace giving marketing? Double the Donation supplies its users with pre-made, customizable graphic templates within 360MatchPro.

Just log into the platform → navigate to the Resources tab → select Marketing Assets → browse our library of free materials for clients to utilize → personalize your selected template to match your organization’s unique branding style, objectives, and more.

Here’s an example of an email header graphic we edited to promote volunteer grants:

Not yet a 360MatchPro client? Get started with a demo of our complete volunteer grant and matching gift automation tool here.

Marketing volunteer grants with multi-channel promotions

There’s no one perfect platform through which your organization can market volunteer grants to reach 100% of your audience. That’s why we recommend taking a multichannel approach, ensuring your message has a broader reach, and you expose a greater percentage of your audience to the opportunity.

While the specific means you use will vary according to your existing promotional plans and resources, we recommend marketing volunteer grants across the following channels:

1) Your website

Your website can serve as a central hub for providing detailed information about volunteer grants to your supporters. We recommend establishing a dedicated page to explain what these are, how supporters can apply for them, and the impact they have on your mission⁠. You’ll also want to embed a volunteer grant database in the page to ensure users have easy access to program guidelines and next steps.

Plus, add a section about the opportunity on your website’s Ways to Give hub. However, you may decide to combine your Match Page and Volunteer Grants Page, creating a complete workplace giving resource instead.

2) Social media

Social media platforms are excellent for raising awareness and driving traffic to your website. Regular posts, stories, and updates about grant opportunities, testimonials, and submission tips can reach a wide audience and encourage eligible volunteers to get involved. Meanwhile, interactive content like polls and Q&A sessions can also boost engagement and get supporters excited about the opportunity. Then, link back to your dedicated volunteer grants page so you can supply hyper-personalized information even from your broader marketing efforts.

3) Email

Email campaigns can deliver personalized and targeted information directly to your supporters’ inboxes. Digital newsletters can feature detailed step-by-step walkthroughs, reminders about submission deadlines, and success stories to encourage participation.

At the same time, more segmented emails can ensure each volunteer receives targeted content relevant to them, their engagement history, and their employing company.

4) Text messages

Text marketing offers a powerful opportunity for sharing short, sweet, and to-the-point messages with your audience. When it comes to marketing volunteer grants, it’s a direct, quick, and easy way to remind supporters about volunteer grant opportunities.

For the best results, we recommend prioritizing brief, concise messages linking out to additional information to prompt quick and tangible next steps from supporters.

5) Volunteer sign-up forms

Integrating information about volunteer grants into your organization’s volunteer sign-up forms ensures that new and existing volunteers are exposed to the programs.

Even better, volunteers expect to share a good amount of information about themselves when they sign up to donate their time to your cause. As each volunteer completes an online sign-up form, your team has a unique opportunity to promote volunteer grant opportunities and source employment data that can help uncover funding in your network.

💡 Top tip: Embed a company database tool in your sign-up forms by integrating your volunteer registration platform with 360MatchPro! Make it easy for supporters to learn about the opportunity and provide invaluable employment insights.

6) Paid advertising

Our final recommendation is what is often referred to as paid advertising. However, don’t let the “paid” part hold you back. Sites like Google and Microsoft each offer registered nonprofits free access to their platforms, meaning you’ll benefit from sponsored search listings at no cost.

In doing so, you can effectively target specific demographics likely to be interested in volunteer grants. Plus, drive new qualified traffic to your website, raise awareness among a broader audience, and attract new supporters to your cause.

💡 Top tip: Request a free consultation with our recommended paid advertising consultant, Getting Attention, to initiate the Google Grant application process today.

Marketing volunteer grants with one-off corporate partnerships

More than likely, a lot of your supporters already work for companies with volunteer grant programs. For those who don’t, however, custom or “one-off” partnerships can offer an excellent way to begin facilitating relationships with employers in your network.

This targeted approach allows nonprofits to build a strong, mutually beneficial relationship with a specific company, fostering a sense of exclusivity and dedicated support. It can even lead to increased volunteer engagement from the company’s employees, who may feel more connected and committed to the cause due to their employer’s direct involvement.

Check out this example of marketing a custom volunteer grant partnership in action:

The Central Texas Food Bank is the Largest hunger relief agency in the region, serving nearly 46,000 individuals across 21 counties each week. In order to meet the immense needs of its communities, tech giant Oracle has supported the organization for nearly three decades, encouraging its employees to support the cause since 2007.

Recently, the company awarded the Food Bank a $35,000 grant in response to nearly 3,000 volunteer hours its employees contributed toward the inspection, packing, and distribution of food items. An article regarding the partnership even describes the company’s team as a common and welcome sight at the organization, further demonstrating the deep and ongoing impact it has on the cause.

The Central Texas Food Bank is also known for its matching gift success, using Double the Donation’s 360MatchPro to power its standout efforts. Check out the full case study here to learn more!