December 2025 - NXUnite by Nexus Marketing

6 Tips to Create an Ambassador Program for Your Nonprofit

According to Bloomerang’s Mission Retainable Report, 30% of the fundraisers surveyed identified donor fatigue as a challenge they face, and 87% of donors who stop or reduce their support do so due to financial strain. What if there were a way to continuously engage donors and have them contribute meaningfully to your cause without requiring them to make additional monetary donations?

Look no further than an ambassador program. Ambassadors can take the reins during fundraising or marketing campaigns, promoting your organization to their personal networks and expanding your reach.

This form of peer-to-peer marketing is highly compelling because people are more likely to support a cause that’s recommended by someone they know and trust. Additionally, donors and other supporters can unlock another opportunity to help your cause without reaching back into their wallets.

To ensure your ambassador program gets up and running quickly and yields a high return on investment, we’ll explore top tips for developing an effective program.

1. Identify the right recruits.

Supporters often want more than just to help promote your nonprofit’s cause—they want to feel like members of your community. An ambassador program gives them an outlet to express their passion for your mission and share their enthusiasm with others.

Search for individuals who have a strong existing relationship with your organization and are particularly vocal about their love for your cause. Potential ambassadors could be:

Long-time or highly regular donors, such as monthly donors
Dedicated volunteers
Peer-to-peer fundraisers
Program beneficiaries
Social media followers

Use your nonprofit CRM to identify long-time, highly engaged supporters. Filter your database by length of involvement or number of interactions to find your top supporters. You may also look for supporters with strong community connections—such as local business owners or microinfluencers—who have built-in audiences with whom they could share your cause.

Then, personally reach out to these individuals with an invitation to join your ambassador program. Reference their past involvement to explain why you’re reaching out. For example, you might say something like:

Eliza, we are so excited to invite you to join our new ambassador program. Your passionate volunteer involvement and past peer-to-peer fundraising experience make you a perfect fit for our new program.

2. Brand your ambassador program.

People will be more likely to sign up for your ambassador program if it looks professional and matches your organization’s current branding. They’ll be confident the program belongs to your nonprofit and feel encouraged to sign up.

While you may use the same colors, visual style, and messaging as your overarching nonprofit brand, develop the following unique brand elements for your program:

Name
Logo
Tagline

Then, incorporate these brand elements into your promotional materials, such as your social media posts and personal emails to potential participants, ensuring everything matches.

For example, here’s a flyer for a fictional environmental nonprofit ambassador program with a cohesive brand:

Example ambassador program flyer for a fictional organizer called “Wildlife Warriors”

This flyer features the organization’s brand name, logo, and a QR code that potential participants can scan for more information.

You can also boost the sense of community by creating branded merchandise for your program, such as hats, T-shirts, or name tags. Offering new ambassadors matching items will help them feel like members of an exclusive team.

3. Create clear roles and expectations.

Ultimately, your ambassador program shouldn’t just provide new engagement opportunities for supporters. It should also tangibly support your marketing and fundraising efforts.

Take the following steps to ensure your ambassador program bolsters your existing strategies:

Set internal goals for your ambassadors. Determine the metrics you will track to assess your ambassador program’s effectiveness. For instance, you may track key performance indicators (KPIs) like peer-to-peer fundraising participation rates, donations that can be attributed to ambassadors’ influence, or social media engagement rates.
Define responsibilities. For example, will ambassadors promote your peer-to-peer fundraisers? Will they share social media content? Will they speak on your behalf at events or even step in to help handle some event challenges? Create clear role descriptions so potential participants understand what you’ll expect of them.
Establish guidelines for program membership. Once ambassadors enter your program, develop standards they should follow when acting on behalf of your cause. For example, establish rules regarding the type of content ambassadors can share on behalf of your organization, such as pre-approved images or messages.

When potential ambassadors understand what your program entails, you can narrow down your recruit list to just individuals who feel comfortable with the role expectations. And with clear metrics to guide your program, you can determine whether it’s a worthwhile use of your time and resources.

4. Provide proper training and resources.

Invite your ambassadors to a training session to help them get up and running in their new roles. Depending on where your ambassadors are located, you might host a virtual or in-person meeting. Reiterate the role expectations and let ambassadors get to know one another through some icebreaker activities.

Additionally, craft a training manual for ambassadors to follow while promoting your organization. Your manual should include your brand guidelines, ambassador program regulations, and marketing materials that ambassadors can use in their promotional efforts, such as:

Customized donation page links. Let ambassadors create and personalize their own donation pages with information about their connection to your cause and photos of themselves participating in your events or volunteer opportunities. Bloomerang’s donation page guide emphasizes “incorporating evergreen design trends that make your page timeless,” such as white space, strong color contrast, and large buttons, so consider passing these tips along to your ambassadors.
Custom graphics. Create branded graphics that ambassadors can use in their promotional materials, such as fundraising thermometers or infographics. Accompany these graphics with appropriate alternative text that ambassadors can embed to make their content accessible.
Messaging guidelines. Provide ambassadors with tone and brand voice guidelines. For example, suggest that they strike a friendly, approachable tone in their social media posts. Additionally, you may create message templates for social media posts or emails that they can fill in to make them their own while still adhering to your standards.

Let ambassadors know that they can come to you at any time with questions or concerns. You may even set up a mentorship or buddy program within your ambassador group to ensure each participant has at least one peer they can turn to for support.

5. Build community among ambassadors.

Fostering a strong community among your ambassadors can encourage program retention. Plus, when ambassadors have fun supporting your mission and feel engaged in your cause, their promotional efforts will be much more genuine.

Spark connections within your ambassador program by:

Offering ambassadors-only communication avenues, such as a Facebook group or group chat
Hosting ambassador meet-ups and events, such as happy hours or picnics
Enabling peer-to-peer recognition mechanisms like eCards that let ambassadors acknowledge each other’s achievements

In addition to letting ambassadors recognize each other, implement appreciation strategies like publicly shouting out ambassadors on social media and within blog posts, sending thank-you gifts, and sharing personalized messages to demonstrate your gratitude for their contributions.

6. Evaluate and adapt your program as needed.

As your ambassador program gets underway, you might find that certain strategies aren’t working out as expected. Remain flexible and adjust your program when necessary to continue offering a high-quality experience to participants and ensure that your program effectively supports your nonprofit.

Continuously evaluate your program by taking the following steps:

Survey ambassadors to ask for their feedback on your program. Ask questions about their level of satisfaction with the program, any suggestions they have for improving it, and areas where they may need additional support. Highlight any trends in their responses and incorporate their feedback as applicable.
Track metrics to assess progress made toward your goals. Monitor the key performance indicators you identified during the planning process. Note any drastic increases or decreases in your metrics, investigate potential causes, and adjust your approach accordingly.

Supporting your ambassadors every step of the way is one of the most effective ways to ensure a high ROI for your program. Take ambassadors’ feedback seriously to ensure you’re continuing to meet their needs and providing a positive experience.

An ambassador program presents a win-win situation. While your ambassadors can help you connect with new potential donors, spread awareness of your mission more effectively, and help sustain your current fundraising and marketing efforts, they also receive a fulfilling experience that allows them to meet new people and drive greater impact. Promote your ambassador program across channels, and as your program grows, collect ambassador testimonials you can use as social proof to recruit even more program participants.

Payroll Giving Essentials FAQ: How Nonprofits Can Unlock Recurring Revenue

Is your organization fully utilizing the most reliable form of recurring revenue available? For many nonprofits and universities, the search for sustainable funding is a daily priority. Payroll giving offers a distinct solution by allowing your supporters to automate donations directly from their corporate paychecks, providing your nonprofit with a steady stream of unrestricted funds.

The potential here is massive, yet largely untapped. According to statistics gathered by Double the Donation, employees contribute over $173 million annually through payroll giving programs worldwide. However, a significant barrier remains: 59% of people have never heard of payroll giving. This lack of awareness presents both a challenge and an opportunity. While the revenue potential is high, supporters cannot sign up for programs they do not know exist.

In this guide, we will address the most common questions regarding workplace giving and how it functions alongside other corporate giving programs, like matching gifts. We will also examine how fundraising software can help you identify eligible donors, streamline the giving process, and ultimately increase the revenue necessary to support your mission.

1. What is payroll giving, and how does it benefit nonprofits?

Payroll giving allows employees to donate directly from their paycheck using automatic deductions set through their employer. Often, these programs are open choice programs, meaning that employees have the option to support any nonprofit or school of their choice through their payroll giving program. As a result, these programs provide sustainable funding opportunities for a large number of nonprofits.

While many companies promote payroll giving through their employee portal (commonly a workplace giving platform), many employees are unaware of the option, meaning that nonprofits miss out on potential revenue opportunities. To increase participation and benefit from these funds, nonprofits should educate supporters about payroll giving and encourage supporters to check their eligibility.

2. Why is payroll giving important for my nonprofit?

Payroll gifts often produce consistent revenue at scale because many donors prefer simple, recurring deductions, and if their employer offers one of these programs, this is an easy way for them to get involved. If you have a medium to large nonprofit, you will likely see strong results because of your larger supporter base. You can also benefit from higher brand awareness which encourages employees to enroll.

Payroll giving programs typically attract long-term donors who value easy automated contributions. Your nonprofit can support these donors by providing workplace giving information on your website and using fundraising tools to help donors confirm eligibility quickly.

3. What types of companies typically offer payroll giving programs?

Payroll giving has evolved into a benefit offered by businesses of all sizes, industries, and regions. Today, companies ranging from local mid-sized firms to global leaders in technology, finance, healthcare, and retail (such as Microsoft and The Home Depot) provide these programs to boost employee engagement. Some employers combine payroll giving with matching gift programs which doubles donor impact.

Because the opportunities are so widespread, the barrier to entry is not finding a company that offers it, but ensuring you are visible within their system.

Most of these companies use corporate social responsibility (CSR) platforms to process the deductions and distribute the funds. Therefore, a critical operational step for your team is to ensure your nonprofit is registered and capable of receiving electronic transfers (EFT) on these major platforms. If you are not in the system, a willing donor often cannot select you as a beneficiary.

Once you are registered, you can use a corporate giving database like Double the Donation to help your supporters identify their eligibility and guide them to the correct portal to set up their deduction.

4. How much revenue can payroll giving generate for my nonprofit?

Revenue varies widely depending on organization size and the number of your supporters that are eligible. However, many nonprofits see consistent monthly contributions that accumulate significantly across large donor bases.

Payroll gifts often remain active for years because deductions feel manageable for donors. This creates long-term revenue streams that support ongoing programs.

Your nonprofit can increase revenue by simplifying supporter discovery through payroll giving tools. Most nonprofits see meaningful results when payroll giving is promoted consistently.

5. How does payroll giving differ from traditional recurring donations?

To put simply, payroll giving happens through employer systems while recurring donations are set up directly through the nonprofit.

However, the most significant difference for the donor is the tax advantage. For payroll giving, donations are often deducted from an employee’s salary before tax is applied (pre-tax). This provides immediate tax relief for the donor, meaning it costs them less to give more. Because the funds are deducted before they ever hit the employee’s bank account, it simplifies financial planning and budgeting. Meanwhile, recurring gifts are typically paid from post-tax income, requiring the donor to claim tax deductions manually at the end of the year.

For the organization, the difference lies in retention. Traditional recurring gifts often churn due to expired credit cards or changed bank details. Payroll gifts, however, remain active as long as the employee stays with the company, providing a much more stable and long-term revenue stream. Additionally, because these gifts are routed through corporate systems, they are frequently bundled with matching gift opportunities, doubling the value of the donation automatically.

6. Are payroll giving donations tax deductible for employees?

Most payroll gifts are tax deductible because they are treated as charitable donations. Employees receive documentation through employer payroll systems, and this simplifies tax preparation for many donors.

While you do not need to issue separate receipts for payroll gifts, your nonprofit should still acknowledge gifts to support donor stewardship and engagement.

7. What challenges do nonprofits face when managing payroll giving?

The primary challenge is data inconsistency. Unlike recurring giving where you instantly receive the donor’s name, email, and amount, payroll giving funds are often disbursed through third-party corporate social responsibility (CSR) platforms that handle data very differently.

Nonprofits often face the “lump sum” reality, where they receive a single aggregate check for a certain amount that represents contributions from different employees, with little to no individual identifying information. This happens for two reasons: platform variance and privacy settings.

Every CSR platform has different reporting standards. Some provide detailed breakdowns, while others provide minimal aggregate data. Additionally, employees often have the option to give anonymously through their workplace portal, meaning the funds arrive without a name attached.

This lack of visibility makes donor stewardship incredibly difficult. If you cannot identify the individual behind the donation, you cannot thank them, which risks future retention.

To solve this, your nonprofit can use fundraising software to capture employment data. By using tools to identify where your supporters work (via search tools on your website or employer appends), you create a separate data stream. This allows you to identify potential payroll donors and steward them proactively.

8. How can my nonprofit know if a supporter is eligible for payroll giving?

Eligibility depends on employer benefit policies which vary widely across industries. Donors often do not know whether payroll giving exists at their company.

Your nonprofit can guide supporters by directing them to a payroll giving search tool. With a dedicated payroll giving plugin, you can help supporters confirm available programs quickly and give them a direct link to their next steps for payroll giving enrollment, while reducing staff workload and increasing overall participation.

9. How does my nonprofit get payroll giving funds?

Funds are usually distributed through workplace giving platforms on a scheduled basis, and payments may be bundled with other workplace donations.

With payroll giving, nonprofits receive aggregate transfers rather than individual donor payments. These transfers include basic remittance details which vary by platform. We recommend monitoring recurring reports to improve tracking and support accurate donor stewardship.

10. What misconceptions do nonprofits have about payroll giving?

Misconceptions often prevent nonprofits from pursuing payroll giving, causing them to leave significant revenue on the table. Here are the two most common myths and the data that debunks them:

Myth #1: Payroll giving programs are uncommon and don’t generate much revenue. The Reality: Payroll giving is a significant source of funds across the globe. According to statistics gathered by Double the Donation, employees contribute over $173 million annually through payroll giving programs. This demonstrates the worldwide potential of payroll giving programs as a reliable revenue stream for nonprofits like yours. Far from being “niche,” thousands of employers, from the Fortune 500 to local businesses, also offer these programs as a standard benefit.

Myth #2: Payroll giving requires a complex setup. The Reality: The technical setup is generally straightforward because the heavy lifting is done by the corporate CSR platforms. The real challenge is simply getting donors to notice it. This proves that the challenge and the opportunity is the lack of marketing and visibility of payroll giving programs.

It is also common for nonprofits to overlook payroll giving as a pipeline for matching gifts. By using a fundraising tool like Double the Donation, you can help supporters discover both opportunities easily. A clear promotion and marketing plan will help your nonprofit overcome these misconceptions.

Payroll Giving At A Glance

Implementing a strategy to capture payroll giving can help you secure immediate funds and build a foundation of financial stability for your organization. By understanding the mechanics of payroll match programs and utilizing the right fundraising software, you can transform sporadic donors into long-term partners in your mission.

We encourage you to audit your current donation forms to see if you are adequately capturing employment data. Small adjustments to your donor journey can reveal significant opportunities for workplace giving growth.

To learn more about payroll giving and other forms of workplace giving, explore more resources from Double the Donation and implement best practices, streamline processes, and capture more payroll gifts today.

The title of the article: “Tips for Turning New Donors into Lifelong Supporters”

5 Tips for Turning New Donors into Lifelong Supporters

The golden rule of fundraising is that supporters who give a second time are far more likely to give long-term. Subsequently, many nonprofit fundraising strategies focus on encouraging new supporters to commit to future gifts.

While a certain percentage of new donors are only interested in making one-time gifts, nonprofits that employ the right strategies can turn many of them into recurring supporters. To help your nonprofit create lasting supporter relationships, this guide will explore five strategies for connecting with new donors.

1. Deliver prompt, personal acknowledgements.

After a supporter donates, send them a thank-you message within 48 hours. Many nonprofits leverage automated thank-you messages to ensure donors are recognized promptly, but generic emails only go so far in making donors feel appreciated.

Start your relationship with new donors off on the right foot by sending them gift acknowledgment messages that:

Feel personal. Create message templates that can be filled in with personal details for each supporter. For example, you might reference their donation amount or the projects the donation will support. Additionally, have a notable member of your team—like a board member or executive director—sign letters, cards, and other materials you send supporters to give these messages a human touch.
Show impact. Reinforce donors’ decision to give by sharing the potential impact their gift will make. For example, you might provide impact statistics or a story of an individual who will receive help, such as how your animal shelter provided life-saving care for a kitten that needed emergency surgery.
Invite further engagement. While a thank-you message is not the place to ask for another gift, you can use them to promote other involvement opportunities. For example, you might invite new supporters to subscribe to your newsletter, follow you on social media, read program updates, or check out your upcoming events.

All donors should receive a thank-you message, but you may go the extra mile for major giving prospects. For these supporters, you might send a handwritten note, a gift like a bouquet of flowers, or even give them a call to start building a personal connection.

2. Create a welcome series.

New donors have made an investment in your organization, and want to continue supporting you in other ways. Create a welcome series to steward these donors and guide them on how to get further involved in your nonprofit’s cause.

A welcome series usually refers to a series of emails delivered over the course of a few weeks. However, some nonprofits experiment with other types of welcome materials, such as short videos or digital tours. Others will even mail welcome packages to promising major giving prospects that include gifts like branded merchandise.

3. Maintain consistent communication.

The donation lifecycle relies on maintaining regular contact with supporters. After new supporters make their first gift, your messages should help move them through the donor journey until they are ready to contribute again.

Build relationships with your new donors by communicating with them consistently. Start by:

Maintaining a newsletter. Send a routine newsletter that provides updates about your nonprofit’s programs, highlights upcoming events, spotlights supporters, and reports any other interesting developments at your organization. Nonprofit newsletter schedules vary, but are usually delivered on a weekly, monthly, or quarterly basis. Choose whatever delivery cadence your nonprofit can reliably maintain.
Creating donor segments. Regular messages will only have an impact if they cater to donors’ interests. Create support segments based on relevant characteristics and preferences. For example, you might have a segment for donors who made their first gift within the last six months. The donors on this emailing list would receive communications introducing them to your nonprofit and helping them discover ways to get involved, rather than thanking them for their long-time support.
Encouraging feedback. Ensure you meet donor communication preferences by checking in with them about your outreach efforts. Ask them what channels they would like to be contacted on, what types of content they want to receive from you, and whether your messaging frequency helps them stay informed without getting overwhelmed.

Your other marketing efforts aimed at acquiring new donors will also help you maintain your current supporters. New and existing donors will see your social media posts, paid ads, and other external content, building brand awareness and reminding them to check in on your nonprofit.

4. Demonstrate donors’ impact.

If donors feel like their contributions are not making a difference, they may stop giving. Prevent this by ensuring donors understand how their gifts are being used and the impact they have on your cause.

Facts and statistics provide the hard numbers donors need to quantifiably know their gifts matter. However, stories, testimonials, and anecdotes are often more useful at helping donors visualize their impact. These emotional appeals can also encourage donors to take a personal investment in your cause, increasing the chances they will support you long-term.

Interview your staff, volunteers, beneficiaries, and other program participants to gather stories you can share with your donors. When possible, take pictures and videos to add a visual element. Pairing images of your nonprofit in action with emotional stories lets donors see exactly what kind of work your organization does and envision how their specific gifts might contribute.

5. Offer multiple engagement opportunities.

Lifelong supporters need engagement opportunities outside of donating. While these supporters will still donate, if monetary transactions are their only interactions with your nonprofit, they will likely feel less invested in your organization.

Here are a few engagement opportunities you might offer:

Events. Events are an opportunity to raise awareness and revenue for your cause and bring your supporters together in one place to make face-to-face connections. Host a range of events every year, from galas aimed at building relationships with major donors to community picnics that help your supporters connect with one another.
Volunteering. Volunteers often make the best, most loyal donors. Promote volunteer opportunities that align with your donors’ interests—such as opportunities to help the programs they contributed to—and reach out to your volunteers with donation appeals.
Alternative ways to give. While your primary focus might be turning new one-time supporters into recurring donors, do not overlook other giving opportunities that might inspire support. For example, keep a running list of in-kind donation items your nonprofit needs or make it possible for supporters to donate stock and cryptocurrency.

Ensure that getting involved with your nonprofit outside of donating is easy. Your website should provide information about various opportunities and instructions on how to participate, and your communications should regularly promote these programs.

Lifelong supporters are essential for providing sustainable revenue, and the key to turning first-time donors into these valued supporters is consistent communication, personal connection, and an engaging donor experience. Start improving your new donor retention and lifetime value by creating a prompt, consistent supporter communication strategy.