Member engagement is a driving force in growing your association. Fonteva’s guide to member engagement defines this term as “the ongoing outreach and interactions between associations and their members to keep constituents informed, educated, and motivated to continue their memberships.” With an engaged membership base, your organization will see increased retention, a stronger community, and even increased non-dues revenue.
When planning for your association’s future, it’s crucial to consider how you will keep current members engaged while attracting new ones. Improving member engagement will require you to explore your association’s strengths and weaknesses as well as your members’ needs and preferences. To get started, you’ll need to employ the following strategies:
In this guide, we’ll break down each of these tactics and how they will put you on the path toward deeper virtual engagement. Let’s get started!
1. Set goals and choose engagement metrics.
Outlining the goals you’d like to achieve must be the first step you take toward increased engagement. The goals your organization chooses will dictate which initiatives you focus on, how resources are allocated, and which metrics you’ll need to track in order to measure success.
To get started, look at your association’s past performance. You might reference member surveys to understand what areas could use improvement, developing goals meant to target those weaknesses. The goals you create should be structured as “SMART” goals, or goals that are specific, measurable, achievable, relevant, and time-bound.
Let’s say you want to boost your association’s social media presence. One of your goals could be to increase your LinkedIn follower count from 500 to 1,000 within the next year. Because this goal uses a specific number and timeframe, is realistic, and is relevant to your objective, it qualifies as a SMART goal.
Once you’ve settled on a few engagement goals for your association, it’s important to start tracking metrics related to those goals so you can accurately measure your progress. Here are some common key performance indicators (KPIs) that can help you track improvements in virtual member engagement:
Social media metrics: Social media provides a treasure trove of useful data about users and how they interact with your page. You can track your follower count, likes, comments, shares, click-through rates, and more (depending on your goals). To narrow down which metrics you’ll track, remind yourself of your goals and develop KPIs that directly apply to those goals.
Virtual event KPIs: If your association holds virtual or hybrid events, make sure to measure the engagement of virtual attendees (just like you would for in-person attendees). You can measure factors like registrations, actual attendance, returning and new attendees, and participation time.
Email marketing engagement: Emails likely play a big role in how your association attracts new members and connects with existing ones to keep them in the loop. You can track how engaged members are in your announcements, newsletters, fundraising prompts, or other campaigns by measuring metrics like open rates, click-throughs, conversions, and unsubscribes.
Many of these metrics can be tracked using an association management tool to create custom reports to visualize your organization’s performance. These reports provide a much more accurate, easy-to-understand way to analyze association data.
2. Understand and appeal to members.
After deciding on your association’s core engagement goals and identifying how you’ll measure progress, you’ll need to start implementing strategies that improve engagement opportunities for members.
If your organization is seeing low engagement rates across the board, your current offerings may not align with what members are looking for. To make the switch to discussing topics and holding events your members will be excited about, you’ll need to learn more about their interests.
Here are some of the strategies you can use to understand your members and adjust association activities to meet their needs:
Send out surveys. Surveys are a great way to see inside your members’ minds and hear directly from them what they expect from your organization. There are many kinds of surveys you can send, depending on what you want to learn from members. You might send more general surveys asking about their interests, or narrow the subject by asking how your virtual engagement strategies could be better. Another popular way to get member feedback is by sending post-event surveys (ideally, there should be separate surveys for in-person and virtual attendees).
Segment members. Create groups of members based on shared characteristics like their interests, tendencies, or preferences. For example, you might create a subset of members who take advantage of almost all of your continued learning opportunities and further segment these members by their communication preferences. Then, you can direct communications about the opportunities and subjects they are interested in to those segments as appropriate.
Set up a variety of engagement opportunities. Because your members each have different preferences and goals, make sure to offer various engagement opportunities to address their unique needs. Options for virtual engagement can include virtual events, meetings, learning opportunities, and discussion forums, all providing a different way to connect and build a community. For instance, members who want to expand their network and form relationships outside of association events and meetings may use your membership directory most often.
Taking an approach that focuses primarily on meeting individuals’ needs rather than creating a blanket solution will make all members feel included and catered to. Over time, this careful consideration will help build more positive member experiences.
3. Prioritize community building.
Additional engagement opportunities like fun events or fundraisers can help add value to the membership. These activities strengthen the bonds between members in your community, leading to increased renewals and member retention rates. While you may think of these events as being limited to in-person annual dinners, there are virtual and hybrid options you can extend to remote members as well (like a quarterly virtual happy hour).
Fundraisers are a great way to unite your members for a common cause, whether you are fundraising for your association or on behalf of a charitable organization. To get members more engaged in the fundraising process, you can put together a member-led fundraising committee. Give this committee specific responsibilities like developing fundraising ideas, planning fundraisers, and executing fundraising events.
After your event or fundraiser wraps up, always remember to thank those who attended or donated. These thank yous will keep members coming back to your events or donating in the future. Keep in mind that the time period following a successful event or fundraiser can be a good opportunity to send renewal reminders, if applicable.
Virtual member engagement goes beyond encouraging connections between individual members and your association. It also motivates members to connect with one another, building a web of professional relationships that they can leverage to advance their careers, further their education, and secure exciting new opportunities. To achieve this level of engagement and give members the experiences they are looking for, be sure to select a membership management platform that will make implementing new strategies and measuring your progress simple.
https://nxunite.com/wp-content/uploads/2023/05/Fonteva_NXUnite_Virtual-Member-Engagement-The-Definitive-Guide_feature.jpg365690HannahThttps://nxunite.com/wp-content/uploads/2023/09/NXUnite-by-nexus-marketing-White-3.svgHannahT2023-05-08 17:12:062023-05-08 17:12:09Boosting Virtual Member Engagement: The Definitive Guide
The Google Ad Grant gives nonprofits access to Google Ads, allowing them to enhance their digital marketing plan. Nonprofits who receive this grant will receive $10,000 every month to spend on Google Ads, which appear at the top of Google’s search results pages.
However, there are parts of the Google Ad Grant that are complex and may require knowledge that your nonprofit staff lack. In that case, you may want to work with a professional in the field, such as a Google Ad Grant agency.
This article will give you the rundown on Google Ad Grant agencies and what your nonprofit should know about working with one. Here’s what we’ll cover:
A Google Ad Grants agency can lend your nonprofit the experience and knowledge necessary to apply for and use the Google Ad Grant strategically. This allows your nonprofit to efficiently grow its online presence and reach a larger audience, resulting in more supporters, volunteers, and donors. These individuals help your nonprofit drive the impact that you desire, allowing you to work more efficiently towards your goals. So let’s dive into what a Google Ad Grant agency is!
What is a Google Ad Grant Agency?
A Google Ad Grant agency is a professional organization that can help your nonprofit optimize your Google Ad Grant strategy. While some of these agencies focus wholly on Google Ad Grants, other agencies offer Google Ad Grant services as one of many other digital marketing services.
These agencies are designed to take the pressure off your nonprofit’s staff to create and manage your Google Ad Grant account. With their professional touch, they’ll be able to launch campaigns that help you achieve your desired results.
How Can a Google Ad Grant Agency Help Your Nonprofit?
Much like other types of marketing consultants for nonprofits, Google Ad Grant agencies can help your nonprofit in multiple ways. Some common features that these agencies offer as part of their Google Ad Grant services include:
Google Ad Grant application: Unlike other grant applications, the Google Ad Grant application requires more of a back-and-forth with Google. A professional agency will handle the account creation and application tasks for you.
Account management: A Google Ad Grant agency will monitor your account, ensure that it complies with the Google Ad Grant’s complicated guidelines, and reactivate it if necessary.
Keyword research: A successful Google Ad strategy relies on the thoughtful use of keywords. An agency will have the experience and tools necessary to choose keywords that will help you reach your desired audience.
Landing page optimization: Your Google Ad will direct traffic to landing pages. To encourage further engagement with your nonprofit’s website, a Google Ad Grant agency will help optimize your landing pages.
Create and optimize onsite content: Having an appealing landing page isn’t enough to engage potential supporters, you’ll also need helpful and interesting onsite content. Not only will Google Ad Grant agencies optimize already existing content, but some will also create new content for you.
Campaign management: In order to make the most of your Google Ad Grant, you’ll want multiple ad campaigns running for different keywords. Tracking these campaigns can get complicated, which is why Google Ad Grant agencies will help you by managing your campaigns for you.
Essentially, Google Ad Grant agencies can take over all the work associated with your Google Ad Grant account. This can be immensely helpful for nonprofits that don’t have the capacity to maintain their account consistently, yet need the traffic the ads drive to help them recruit new supporters.
What Are the Benefits of Working with a Google Ad Grant Agency?
One of the major benefits of working with a Google Ad Grant agency is the comprehensive list of services they provide. However, there are other benefits that nonprofits can reap from a partnership, such as:
Time saved: Nonprofit employees are often spread thin, so outsourcing the work of managing your Google Ad Grants will result in more time for your staff to allocate to other tasks and reduced stress.
Professional experience: Even if your nonprofit’s staff members have the capacity to work on your Google Ad Grant account, the program can be a learning curve for those just getting started. A Google Ad Grant agency will have the professional knowledge and experience to efficiently and strategically handle all tasks that arise from your Google Ad Grant account.
Consistent upkeep and maintenance: To keep up with Google search trends, your Google Ad Grant agency will consistently check on your account, evaluate how well your campaigns are performing, and make any necessary adjustments to your strategy. Your nonprofit will benefit from the regularity of these improvements.
Clear reporting: Google Ad Grant agencies will be able to clearly demonstrate the impact of your Google Ads by generating easy-to-understand reports that you can use in meetings with your nonprofit leaders and board members.
If you have the budget for outsourcing the work associated with Google Ad Grants to an agency, these benefits will outweigh the costs simply through the visibility you will gain with professional help. However, part of a successful partnership is choosing the right Google Ad Grant agency to work with.
7 Tips for Choosing a Google Ad Grant Agency
Now that you know how a Google Ad Grant agency can help you with your nonprofit’s digital marketing strategy and what benefits such a partnership brings, let’s dive into what your nonprofit should consider when choosing a Google Ad Grant agency. While researching your different options, take into account the following:
What you want: Ask yourself, what do you want out of a partnership with a Google Ad Grant agency? Reflect on what conversions are most important to you—if you’re looking to recruit donors and make donation requests of interested individuals, your strategy will look different than if you’re just trying to raise awareness of your cause.
Price: Different Google Ad Grant agencies will have different prices and service packages available. You’ll want to select an agency that fits your needs and your budget.
Approach to Google Ad Grants: Since some digital marketing agencies provide Google Ad Grants services as well as other offerings, you’ll want to consider whether you’d be happy with these types of agencies or if you’d prefer to work with an agency that deals specifically with Google Ad Grants.
Certified by Google: While not completely necessary, a Google certification means that Google has vetted the agency’s work and recognized that they have in-depth knowledge of Google Ad Grants.
Reviews: Read reviews of the Google Ad Grant agency and see what other nonprofits have to say about their services. Pay particular attention to if they’ve previously worked with nonprofits similar to yours or working in a similar vertical.
Case studies: To get a more in-depth look at how your potential Google Ad Grant operates, check to see if they have created any case studies of successful partnerships. You can use these to evaluate the agency’s effectiveness.
Free consultations: After you’ve narrowed down your choices to a couple of options, consider requesting a free consultation from these agencies. Having the opportunity to see how different agencies would handle your nonprofit’s specific Google Ad Grant strategy will allow you to better assess if you would be happy partnering with them.
While your Google Ad Grant is just a part of your nonprofit’s overall digital marketing strategy, it can still create significant results for your organization, such as greatly increasing awareness of your cause and helping you to recruit passionate new supporters. Work with a Google Ad Grant agency that understands your nonprofit’s unique needs and that is able to assist you as you need.
5 Top Google Ad Grant Agencies
To help jumpstart your research for a great Google Ad Grant agency to work with, here are five agencies to consider.
1. Getting Attention
Getting Attention is an agency dedicated specifically to Google Ad Grants. It boasts a diverse, global team of seasoned experts with years of experience that will help you set up and maintain your Google Ad Grant account. They will take the time to get to know your mission and your beneficiaries, then apply that information toward creating personalized Google Ad campaigns that help your nonprofit stand out on the search engine results page.
Their services include:
Google Ad Grant applications: If your nonprofit doesn’t already have a Google Ad Grant account, Getting Attention will guide you through the application process and help you get started with the program.
Account hygiene: It’s important to have up-to-date data on how your ad campaigns are doing in order to improve them. Getting Attention’s team is dedicated to removing outdated and unnecessary data to make sure your nonprofit doesn’t get bogged down.
Keyword research: This Google Ad Grant agency is committed to constantly improving your nonprofit’s messaging through thorough keyword research, which will help drive traffic to your website.
Getting Attention offers free consultations to interested nonprofits and has an affordable plan with a monthly fee for their services.
2. Platypus Digital
A digital marketing agency that specifically focuses on nonprofits, Platypus Digital is determined to connect charities to the people they need, such as donors and fundraisers. Based in the UK, they have a focus on cultivating a strong relationship and mutual understanding with their clients and have helped over 180 charities with their digital marketing services.
Some of the services they offer include:
Google Ad Grants management: As one of Google Ad Grant’s Certified Professional Agencies, Platypus Digital has extensive knowledge and experience to apply to your nonprofit’s Google Ad Grant strategy.
Google Analytics: Aside from Google Ad Grants, Platypus Digital also performs audits and health checks on your Google Analytics and Google Tag Manager to help you reach your desired results.
Meta Ads: Social media is a great digital marketing opportunity for nonprofits. Platypus Digital can help you make the most of this opportunity through Meta Ads, increasing visibility through Instagram and Facebook.
To help you gain greater insight into Platypus Digital’s work, the agency provides case studies of its specific offerings. These include their SEO, data review, and conversion rate optimization services.
3. Digital Ninjas
This agency works with organizations large and small to achieve their digital marketing goals. They pride themselves on being flexible partners, offering expert and impartial advice with data-led planning and execution. Some of the features they offer include:
A/B testing and optimization: By comparing the results of similar keywords, Digital Ninjas will be able to optimize your ad campaigns.
Web experience improvements: To keep website visitors interested and engaged, this digital marketing agency will help you revamp your existing website or even build you a new one.
Personalized QR codes: Digital Ninjas uses QR codes to seamlessly connect the offline and digital world, taking direct mail to the next level. With personalized QR codes, you’ll be able to redirect supporters to your donation portal with all available details pre-populated.
Digital Ninjas has previously helped organizations such as Habitat for Humanity and Pink Elephants. They offer flexible pricing and packages and employ dedicated Customer Happiness Ninjas to ensure that you’re getting the most out of your partnership.
4. Luminate Marketing
An agency that specializes in working with mission-driven organizations, particularly in the religious vertical, Luminate Marketing adjusts its services to meet your budget and help bring your mission to light. Their offerings include:
Vision workshops: If your nonprofit isn’t sure about where to start with digital marketing, these vision workshops are designed to help you hone in on your messages and create a marketing plan that works for you.
Branding and design: Luminate Marketing can help you develop logos and brand guides and can help you create digital and print designs for your promotional purposes.
Strategy and messaging: If you need an expert’s opinion, by partnering with Luminate Marketing you’ll have ongoing access to their team of professionals who can work with you to refine your approach and content.
Luminate Marketing’s offerings come at a range of different price points. Aside from their paid services, they also provide a list of free resources for organizations that don’t have the capacity to partner with them at the moment.
5. TrueSense Marketing
TrueSense Marketing is a full-service, strategic, direct-response fundraising agency. With over 50 years of history and over 400 team members, they are dedicated to listening to your donors and helping your nonprofit grow. Their services emphasize:
Recruiting new donors.
Retaining existing donors.
Reactivating lapsed donors.
Increasing your donors’ gifts.
Engaging your donors meaningfully.
Their previous clients include food banks, animal care, veterans services, and many other types of nonprofits seeking to get the word out about their cause.
Working with a Google Ad Grant Agency: Next Steps
With this guide, you can make an informed decision about whether working with a Google Ad Grant agency is the best step for your nonprofit, and if it is, which agencies would be best suited for you. Consider how Google Ads will fit into your nonprofit’s overall marketing plan, and partner with an agency that will help you create the impact you desire.
If you’re interested in learning more about Google Ad Grants, take a look at these resources:
https://nxunite.com/wp-content/uploads/2023/05/Google-Ad-Grant-Agency_Feature.png6001400Connie Zhanghttps://nxunite.com/wp-content/uploads/2023/09/NXUnite-by-nexus-marketing-White-3.svgConnie Zhang2023-05-01 12:16:352023-05-01 15:06:48The Complete Guide to Google Ad Grant Agencies: 5 Options
Put yourself in a donor’s shoes. After perusing a nonprofit’s website, you take the plunge and make a sizeable donation of $100. You receive an email with your tax receipt but don’t hear another word.
You were so inspired by their mission, but you didn’t receive so much as a thank-you email in return for your financial support. In turn, you feel slightly unappreciated and decide to look into other organizations pursuing similar causes. That’s why donor recognition is vital!
If that organization had reached out with a personalized thank-you letter, you’d be much more likely to give again. And while this example might sound a bit dramatic, it happens all the time. Nonprofits don’t always recognize those who give to their causes, and that can reflect poorly, especially when major contributions aren’t acknowledged.
If your nonprofit’s donor recognition strategies are lacking, you’ve come to the right place! To help, we’ll highlight the importance of thanking your donors and explore creative ways you can show your appreciation. Here’s what you can expect:
At NXUnite, we’ve worked with several of the industry’s leading professionals. These thought leaders regularly share their expertise on how nonprofits can thrive in an ever-changing landscape. One of the timeless strategies we’ve noticed is that acknowledging donors is a must for establishing a reliable base of support.
With a few creative donor recognition ideas in your back pocket, your donors will know just how much their contributions are valued. In no time, you’ll inspire them to stick around for the long haul.
What Is Donor Recognition?
Donor recognition is the process of thanking supporters for their contributions to your organization. While the term is typically associated with individual contributions, nonprofits can express appreciation for anyone that’s donated money, goods, or services to their cause. That includes businesses and other organizations.
Acknowledgment can occur either privately—such as by personal letter or phone call—or publicly—like with a donor wall or other display. Depending on your supporters’ preferences, acknowledging their contributions can take many forms, from a simple thank-you letter to more elaborate awards, plaques, or public displays of appreciation.
Organizations often separate donor recognition into tiers based on the type of gift and the total amount given. The higher the amount, the greater the level of recognition. For example, a major donor might receive a lasting thank-you on a donor wall, while a donor who gave $30 might receive a personalized eCard.
Reasons Why You Should Recognize Your Donors
Recognizing your donors is the number one way to nurture positive relationships with them. You want them to feel valued and speak positively about your organization. By taking the time to express your gratitude, you can positively impact your work in several ways. For example, you’ll be able to:
Increase your donor retention rate. When donors feel appreciated, they’ll stick around for the long haul. Even small, recurring donations can add up. So, no matter the size of their gift, expressing gratitude can go a long way.
Motivate existing donors to give more. Donors continue supporting charities when they feel like they’re making a difference. By recognizing their contributions and giving insight into their impact, you can make them feel like their support is essential to your success. In turn, they may donate more in the future.
Acquire new donors. When you thank those who support your cause, others will take notice. Whether you do so publicly or privately, the word will get around to new prospects. Existing donors will brag about your team. When others see that your nonprofit clearly appreciates its donors, they’ll want to give too.
Properly thanking supporters for their committed support can transform your nonprofit’s abilities. After all, your donors are the lifeblood of your organization, so you want to take steps to attract and retain them every chance you get.
14 Donor Recognition Ideas
Creative recognition ideas will empower you to connect with donors and retain their support. While a simple “thank you” can go a long way, you’ll want to get creative to make a lasting impression on donors.
If your current strategies aren’t making the cut, we’ve curated a list of our top donor recognition ideas we think you’ll love.
Personalized eCards
What is the best gift for donor recognition? A personalized thank-you eCard, of course!
Take the traditional thank-you email up a notch and offer a visually-engaging token of appreciation.eCardWidget’s guide to charity eCards explains that eCards work for several reasons. For example, they offer benefits like:
Convenience and affordability. Forgo mail processing time and postage costs. Within seconds, you can submit a personalized thank-you card, and it’ll appear in your donor’s inbox. By skipping snail mail, you’ll provide instant gratification.
Interactiveness. You can include interactive elements that simulate the feeling of opening a physical greeting card. For example, recipients can click an image of an envelope to reveal the card.
Customization. Digital cards are extremely customizable, making it easy to match them to your nonprofit’s mission. You can even include videos and other animations, unlike traditional greeting cards.
Create personalized thank-you eCards that reflect your nonprofit’s unique voice and brand. Then, send them to your generous donors. They’re an incredibly cost-effective and personalized way to express appreciation. Your donors will love receiving online greeting cards that communicate your appreciation for them, like this example from Youth For Understanding:
Send charity eCards post-donation or during key times of the year, like on recipients’ birthdays or during the holiday season. This is a great way to let donors know you’re thinking about them. By sending a personalized eCard, you’ll create a lasting memory for givers.
Thank You Letters
Personalized notes that show gratitude for a donor’s support are a classic way to express appreciation. A well-crafted email or a handwritten letter that expresses genuine appreciation for the donor’s support is a simple and effective way to say “thank you.”
Your letter doesn’t have to be long. It can be as simple as crafting a couple of paragraphs, customized to speak to their specific relationship with your organization.
To personalize your letter, include information such as:
Overall, a heartfelt note of gratitude can make a donor feel appreciated and valued for their contributions. In turn, this can help cultivate a lasting relationship, and recipients will recognize the effort that went into crafting a personalized letter.
Donor Recognition Walls
Creating a wall or display with the names of your donors is a visual way to acknowledge contributions. It allows you to take donor appreciation public by recognizing donors for their generous contributions in a place where all the world can see.
Donor walls can come in many forms, such as physical plaques or virtual displays. While traditionally built in the physical world, nonprofits with limited budgets can create virtual donor walls on their websites. Not only is this more budget-friendly, but you can update the wall in real time.
Either way, donor walls can feature donor names, photos, or messages of appreciation. You can also add special touches such as a donor of the month or yearly donor awards.
Whatever you decide, a donor wall is a great way to show your donors that their support is valued and appreciated. It’s also a great way to inspire others to give.
Donor Appreciation Events
If you want to go all out, host a donor appreciation event. Hosting an event specifically for your donors can make them feel special and can help your team show your gratitude for their support.
Plan exclusive events for your major donors. These events could be a private dinner, a VIP tour of your facility, or a special performance.
Virtual gatherings work well too, especially when supporters are scattered in different locations. Try hosting a casual virtual get-together or happy hour where everyone can come together on Zoom.
Social Media Recognition
While great for promoting your work, social media is also a great place for donor recognition. From Facebook to Instagram, recognize your donors on social media by:
Tagging them in posts and stories about events they attend.
Sharing personal impact stories from donors.
Posting photos about projects their donations have made possible.
Sharing videos and written testimonials from your beneficiaries.
Social media enables you to reach a wide audience, allowing you to showcase how much you love your donors. When you craft meaningful messages, your donors will feel compelled to share them with their networks. In turn, you can connect with new prospects, too.
Public donor recognition can be powerful. As our volunteer appreciation guide suggests, just make sure your supporters are fine with you publishing their pictures and names online first.
Donor Recognition Phone Calls
A personal phone call from a staff member or volunteer can make a donor feel valued and appreciated. You can have a personal conversation with your donor, showing them that you’re genuinely grateful for their support.
When speaking to your donors, use the opportunity to provide updates on your organization’s progress. Depending on time constraints, you might also use this as an opportunity to solicit feedback or other ideas for improving your work.
While an excellent way to express appreciation, this donor recognition idea can be time-consuming. Try to limit phone calls to individuals who give a certain amount and prefer this form of recognition.
Thank-You Videos
A personalized video message from your nonprofit’s staff is a creative and heartfelt way to show donor appreciation.
For major donations or big projects, interview a beneficiary to show just how much your donors’ gifts impact your mission. Sharing stories about how donor contributions have made a difference in the lives of those you serve is a powerful way to show gratitude and inspire continued support.
In turn, you’ll appeal to your donors’ emotions and leave a lasting impact on them.
When published online, well-produced videos can increase visibility for your cause, too! Others can see just how impactful donations are, prompting them to donate as well.
Branded Merchandise
Sending donors some merchandise connected to your mission can be an excellent token of appreciation.
Not to mention, it’s a fantastic way to tap into social proof. For example, let’s say you send some apparel to a committed donor. They might sport a trendy hat or t-shirt around town. This can prompt meaningful conversations about your mission. Even if people don’t ask them about it, others will see your organization’s name on it, prompting them to search for it online.
When it comes to merchandise, consider creating and sending the following as a way to recognize donors:
Every time they put on their t-shirt or see your keychain when they unlock their front door, they’ll think of your nonprofit. Plus, they can wear or use these items proudly and spread the word about your nonprofit like we mentioned.
Exclusive Content
Providing exclusive content to your donors can make them feel like insiders. For example, if they designated their donation to a certain program, be sure to give them exclusive updates on the program’s progress.
As you brainstorm ideas for what content you’ll offer, consider these common donor recognition rewards:
Digital content such as eBooks, videos, podcasts, and webinars
Behind-the-scenes updates or sneak peeks
Special reports
Access to exclusive merchandise
Not only does offering exclusive content serve as a form of donor recognition, but it also provides an incentive for donors to continue giving. When you spend time creating valuable rewards, they’ll want to continue accessing the exclusive content.
Discounts at Local Businesses
Partner with local businesses like restaurants and stores to offer discounts to donors. Not only is this a great way to express appreciation, but it also allows you to tap into corporate social responsibility and promote local businesses.
Once you have discounts lined up, mail or email the coupon to your donors along with a note of your appreciation. You can say something simple like:
“Please enjoy 15% off your next purchase at [store] as a token of our appreciation for your continued support.”
Discounts For Your Events
Your nonprofit likely hosts events regularly. From family-friendly 5Ks to lavish galas, events are a powerful way to bring people together in support of your cause. Chances are, entry into these events isn’t free.
As a way to recognize your donors, offer discounts to your nonprofit’s events and conferences. To limit the number of people who receive discounted access, only promise these discounts to those who donate to specific campaigns or above certain amounts.
Handmade Donor Recognition Gifts
Creating handmade gifts, such as paintings, pottery, or crafts, is a creative way to show gratitude and acknowledge the donor’s support. The recipient will know you took the time to create something special just for them.
It can be as simple as a thank you card or as elaborate as a hand-painted portrait. The goal is to show them that their support is valued in a unique and personal way.
Maybe your organization aspires to provide vital resources to at-risk youth. You might have them craft something for mid-tier and major donors, making this donor recognition idea much more meaningful.
Donor Newsletter
Chances are, your nonprofit already sends a regular newsletter to its entire email subscription list. You use it as a way to communicate big updates, highlight upcoming events, and share volunteer opportunities. Intertwine this communication technique with your donor recognition strategy by sending an exclusive donor newsletter.
Send a personalized newsletter to your donors with updates on your nonprofit’s work, impact, and future plans. Include photos and stories to make it engaging and meaningful.
Alternatively, create a section in your regular newsletter that spotlights a different major donor each time. This is an excellent way to publicly recognize major gifts throughout the year.
Annual Gratitude Report
Your annual report provides a look back on your nonprofit’s year. It’s one of the most important documents you create all year. One easy way to thank your donors is by listing them in this highly-distributed document.
You have a couple of options with this donor recognition idea:
List donors alphabetically
Group donors based on donation ranges
If you want to kick things up a notch, consider creating a separate “gratitude report” exclusively for showcasing donors’ impact. While annual reports generally focus on hard stats from the past year, a gratitude report looks specifically at the wins for the year, communicates appreciation, and lays the groundwork for the upcoming year.
A few different organizations leverage this donor recognition strategy as a way to highlight those who make their work possible. Take the Pride Foundation’s Gratitude Report for example.
As a way to express donor appreciation, they crafted a virtual report that speaks directly to donors. In it, you’ll find highlights of the grants and scholarships the foundation was able to award alongside testimonials from those influenced by donations. This approach is a fantastic way to communicate your donors’ impact.
Donor Appreciation Best Practices
Beyond picking the right ideas, there’s an art to expressing your appreciation for donors. No matter your cause, make sure you craft a donor recognition strategy that adheres to these tried-and-true best practices:
Do get creative with your donor recognition ideas. Anyone can send a generic thank-you email. Get creative with your ideas to stand out. Being creative can be as simple as creating custom eCards connected to your cause.
Don’t wait to say thank you. The quicker you express appreciation, the better! If you wait too long, donors may think you’ve forgotten about them.
Do develop a donor recognition plan. Developing a plan will help you define levels of donor recognition, the types of recognition your team will give, and who should be recognized.
Don’t ignore donors’ recognition preferences. Saying “thank you” should be as personalized as possible. That means adhering to individuals’ preferences. If they prefer a private phone call, ring them up. If they want a public shoutout, draft a social media post!
Do use donor-centric messaging. Focus on the donor and how their contribution will make a difference. Making your donor the center of the call allows you to emphasize gratitude and show that the organization values their contributions.
Don’t overlook small donations. Acknowledge every donation you receive, no matter how big or small. Each contribution matters, so make sure you recognize each and every one of your donors.
Sticking to these tips will enable you to recognize donors in meaningful ways that inspire them to stick around. Pay attention to how your donors respond and adjust accordingly.
Final Thoughts on Donor Recognition
If your nonprofit wants to build a reliable base of support, donor recognition isn’t an option! Thoughtful donor recognition helps build loyalty and encourages repeat giving from the same individuals. Public recognition can be especially impactful since others will see how much you value your supporters.
Ultimately, donor recognition is a powerful tool for any organization that wants to ensure the success of its fundraising efforts.
The donor recognition ideas we shared should give you everything you need to get started, but don’t stop there! To continue learning, check out some of these additional resources:
How to Start a Fundraiser: The Nonprofit’s Ultimate Guide. Donor recognition is an important step for any fundraiser. But what about the steps that come before that? Explore everything you need to know about launching a fundraising campaign.
https://nxunite.com/wp-content/uploads/2023/04/Donor-Recognition_Feature.jpg370700Erin Tolandhttps://nxunite.com/wp-content/uploads/2023/09/NXUnite-by-nexus-marketing-White-3.svgErin Toland2023-04-14 12:05:342023-05-30 09:14:06Donor Recognition: A Strategic Guide To Showing Appreciation
Your nonprofit website’s About page (or menu) gives visitors more information about your mission, how you work toward it, and other crucial details about your nonprofit’s background. That may sound straightforward, but it doesn’t mean this page should be an afterthought in the web design process.
On the contrary, your website’s About page is an opportunity to tell your story in an engaging way, promote accountability and transparency, and ultimately recruit more supporters to your cause. It’s one of the first resources many potential new supporters will review to get a sense of what you’re all about, making it a critical part of the donor journey.
As we work through each tip, we’ll also highlight examples of effective nonprofit About pages from Kanopi’s roundup of the best nonprofit websites. Check out that resource for even more examples and consider how you can adapt each best practice to meet your organization’s unique needs. Let’s get started!
1. Offer a clear mission and vision statement.
The first thing you should explain on your About page or within your About menu is why your organization exists. Give visitors a clear understanding of what your organization does and why by highlighting your mission and vision statements.
Your mission statement should describe your organization’s foundational purpose and how you work toward that goal in one or two sentences. For example, if your organization works to end child hunger in the United States, your mission statement might be something like “We work to end child hunger nationwide by partnering with local communities to develop free food banks for families in need.”
A vision statement illustrates what the world would be like if your organization was able to achieve its mission. So, using the same example, your vision statement could say “We fight for the day when food insecurity has been eliminated in the United States.”
Our mission: Seeking to put God’s love into action, Habitat for Humanity brings people together to build homes, communities, and hope.
Our vision: A world where everyone has a decent place to live.
If you already have a mission and vision statement for your nonprofit, feature them in a prominent spot on your About page. If you don’t (or if you’re looking to update those statements), this is the perfect opportunity to meet with your team and brainstorm new ideas that better summarize your organization’s work.
2. Describe your strategic plan.
After drawing in visitors with your compelling mission and vision statements, they’ll be curious about exactly how your organization brings those ambitions to life. Make sure your About page includes details about your organization’s strategic plan, including your primary projects and programs.
Each section also includes a call to action (CTA) button letting visitors learn more about each initiative.
3. Introduce your leaders.
One of the most essential functions of your nonprofit’s About page is to foster trust between website visitors and your organization. When audience members see who is in charge of your nonprofit and their impressive credentials, you’ll show them that your organization is in good hands.
Here are some of the individuals you might highlight on your leadership page:
Board of directors
Senior managers
Regional managers/directors
Subject matter experts
It’s also helpful to include a short bio for each individual to give visitors a sense of their background and experience. For instance, the CARE leadership page lets visitors click on each name and review short profiles for each board member or global management team member.
4. Recap your organization’s history.
Show prospective supporters the positive impact your organization has made over time by recapping your history on your About page.
Highlight key dates and significant milestones such as:
Your organization’s founding date
The tenures of notable leaders
Significant or very successful projects
Major policy changes your organization influenced
To make your story more engaging, create an interactive or visual timeline with key dates of your journey. Take a look at the World Wildlife Fund’s History page as an example. This page includes a timeline grouped by decade with pictures to illustrate each step of the story.
This is also a great opportunity to link to your digital donor wall, highlighting the individuals that made your organization’s progress possible!
If your organization uses a top content management system like Drupal or WordPress, you can search for a design widget or module to build your timeline. It might also be helpful to work with a web designer who specializes in nonprofit projects to bring your vision to life and ensure your timeline is as engaging and visually appealing as possible.
5. Provide financial details.
Another essential aspect of building trust with website visitors is promoting accountability through financial transparency. Be clear about how you use your funding and where your organization stands financially. This will go a long way toward convincing potential donors that your nonprofit is worthy of their gifts.
Include the following details on your About page:
Annual reports
Details about how you use funding
Charity ratings
Values and fundraising code of ethics
For example, Doctors Without Borders’ robust financial accountability page highlights the organization’s financial, annual, and activity reports, fundraising ethics, and more. The website even includes a fixed footer that breaks down exactly how donors’ gifts are used, reassuring supporters that their donations are being handled responsibly.
6. Spotlight recent news updates or research.
Show website visitors that your nonprofit is actively involved in a number of initiatives by highlighting news updates and research on your About page. Be sure to spotlight the following:
News articles about recent projects. Your nonprofit might be in the news from time to time for different projects or events. Make the most of this publicity by sharing recent news articles or clips on your website.
Press releases about internal updates from your nonprofit. You might publish press releases to announce changes at your organization, such as when you hire a new CEO or reach a milestone goal.
Recent research and reports you’ve published. One of your organization’s public services might be conducting research in your cause area. Make this information easily accessible for interested website visitors. For example, the research page on the Girls Who Code website highlights recent reports about women and girls in tech.
Keeping relevant news and research updates front and center offers another opportunity for supporters to get a sense of what your mission looks like in action. Visitors will be able to see what your current priorities are and even identify new ways they can get personally involved.
Once you’ve perfected your About page using these tips, you’re ready to unveil it to the world! Promote it across your digital marketing channels by sharing a link on social media or including the link in your paid search ads.
Remember, if you’re looking for expert advice and tips on how to craft top-quality About pages, don’t hesitate to reach out to a nonprofit web designer. These professionals can leverage their expertise to help you design content that speaks to your unique audience.
https://nxunite.com/wp-content/uploads/2023/04/Kanopi_NXUnite_Perfecting-Your-Nonprofit-Websites-‘About-Page_-6-Tips_Feature.jpg7401400jenny.russhttps://nxunite.com/wp-content/uploads/2023/09/NXUnite-by-nexus-marketing-White-3.svgjenny.russ2023-04-12 12:10:322023-04-12 12:15:10Perfecting Your Nonprofit Website’s ‘About’ Page: 6 Tips
Pulling off a successful event involves a lot of moving parts. You have to plan logistics, assess your staff’s capabilities, and get the word out to your supporters. Whether you’re hosting an annual auction or trying out a brand new bike-a-thon fundraiser, there are plenty of ways you can improve your event and generate more funds for your nonprofit.
In this article, we’ll walk you through four methods using the example of a hybrid silent auction. As we get into more detail, keep your specific needs and goals in mind, and tailor these tips to your own event.
1. Create a plan centered on your audience.
When you create a fundraising plan for your event, make sure you make decisions based on your specific audience. Put yourself in your supporters’ shoes, and plan your event around their interests. You might choose a new location based on previous donor feedback or schedule the event later in the year to capitalize on your donors’ end-of-year giving habits.
Be sure to include all of these essentials in your fundraising plan:
Timeline. Plan out deadlines around sponsorships, auction item procurement, and when invitations need to go out. Consider how much time you’ll need for marketing the event to your supporters, as well.
Division of staff responsibilities. Build teams and committees around your areas of need. For our auction example, you should have an item procurement committee to request items and arrange for pickup or delivery.
Key performance indicators (KPIs) to measure your success. Will you measure your success by the amount of money raised? By attendance? By overall auction performance? Set specific metrics so you know how well you are doing.
Make sure everyone on your team understands their responsibilities for the fundraiser to ensure it runs smoothly and generates as much revenue as possible.
Gather information from past events to discover what worked and what didn’t. If you don’t have data or feedback from past events, don’t hesitate to survey your donors now to gauge their interests.
2. Add an online component.
Adding an online option to any event will create a more engaging, accessible experience for your attendees. When your guests are fully engaged, they’re more likely to donate! Depending on the type of event you’re hosting, you may need to research the ways you can successfully incorporate these elements. Let’s go back to our example of a silent auction to see what an online component could look like in action.
In an auction, you will reach more supporters if you make your auction accessible to remote users with quality auction software. Imagine if you are hosting an auction to benefit your school. Offering the option to participate remotely will encourage support from family members of students who live near and far.
Tools like mobile bidding also simplify and speed up the bidding process for in-person guests–leading to more excitement and more funds!
3. Market your event using multiple channels.
Marketing can feel scary, but it doesn’t have to be. If you know your supporters well, as we talked about earlier, you will know where they are hanging out online. Take stock of all your marketing channels, then expand your efforts based on where your communication will be the most effective. If your supporters are mostly on LinkedIn, for example, promoting on Snapchat might not be the most efficient use of your time and resources.
Promote your event on the social media channels you know your supporters spend the most time on. Target your audience in every communication.
Connect your marketing channels to drive more traffic. If you post event flyers at a local restaurant, add a QR code that leads to a social media post or even your event website with more information.
Consider automating some of your donor outreach using your CRM to free up more staff time for other event planning needs.
The wider you can spread the word about your event, the more you’ll boost attendance and revenue.
4. Maximize fundraising opportunities.
Build elements from other fundraising campaigns into your event to add variety to how your guests and supporters can give.
In our example of a silent auction, this could look like promoting an ongoing text-to-give campaign on your auction website. When you send announcements out to guests about mobile bidding during the auction, provide your text-to-give information in case attendees want to make additional donations along with their bids.
Almost any fundraising campaign can be added to your event to maximize revenue, such as:
Promoting matching gift opportunities. This strategy has worked for nonprofits for decades. Donors become much more engaged when they know their money will go farther, and matching gifts are a great way to do this.
Selling branded merchandise. Everyone loves to take home SWAG! Have t-shirts, mugs, or reusable bags printed up with your nonprofit’s logo, and sell them at your event.
Announcing an upcoming peer-to-peer fundraiser. Recruit your supporters to become involved at a personal level, using the power of their spheres of influence to raise money.
Placing a donation box at the event. Some events will ask guests to bring canned goods, jackets, or shoes to the event, providing an opportunity to have tangible, fast results that advance your mission.
Think about your fundraising strategy for the year and look for opportunities to support another fundraiser at your event. Your decor could even include information about future events!
Whether you decide to use a hybrid silent auction as your primary fundraising model or modify these tips so that they are more cohesive with another method, nonprofits everywhere can benefit from this combination of strategies.
When the event ends and your fundraiser has come to a close, review your metrics. Use this information to make any necessary adjustments for future events, and in turn, you’ll experience more successful events that drive more funds and move the needle for your organization.
https://nxunite.com/wp-content/uploads/2023/03/Handbid_NXUnite_4-Simple-Ways-to-Boost-Your-Nonprofits-Event-Revenue.png360690HannahThttps://nxunite.com/wp-content/uploads/2023/09/NXUnite-by-nexus-marketing-White-3.svgHannahT2023-03-30 12:49:382023-03-30 12:49:394 Simple Ways to Boost Your Nonprofit’s Event Revenue
The considerations that must take place when starting a fundraiser can be overwhelming, but the first step is always determining what type of fundraiser you want to run. There are thousands of choices with pros and cons to each, but product fundraisers can be particularly successful in raising money for your cause. We’ll look at five benefits to running a product fundraiser.
1. Easy to organize
In contrast to fundraising events, which usually require months of planning and extra expenses like venue or catering costs, starting a product fundraiser is simple. To get started, you’ll just need to follow these steps:
Establish your goal and deadline
Choose a product fundraising partner
Choose a product to sell
Set up your physical or digital order form
Not only is the set-up easy, but selling is simple, too. No volunteer training or workshop is needed to teach someone how to sell. This is helpful for a fundraiser with a strict timeline since it requires very little planning and can be started or stopped at any time.
Running a fundraiser where your volunteers already know their roles is helpful, but they might not be needed at all in a product fundraiser. Depending on your organization, there are plenty of alternatives when it comes to selling your product. For example, you can leave a stack of order forms on the receptionist’s desk or accept orders completely online. If you’re selling products to fundraise for a school, you can give the product to the students and have them sell it.
2. Easy to market
Marketing is important for all aspects of a nonprofit, but product fundraisers are particularly easy to promote. Since they’re a tangible fundraiser, products make for great photo opportunities. Taking pictures of the items you’re selling can make nice social media posts promoting your products and fundraising goals.
Visuals are particularly influential when it comes to getting people interested in your cause. Feathr advises using compelling images to capture people’s attention as they’re scrolling through their social media feed. For example, if you’re selling food, detailed pictures of tasty snacks you’re selling can be really enticing.
Your product could also represent your organization in some way. Sell merchandise with your organization’s logo on it and supporters might be inclined to buy because they’d like to publicly show their support for your nonprofit. As an added bonus, selling something that displays your logo will make your supporters brand ambassadors. By wearing your logo, they’ll provide greater visibility for your brand.
3. Donors get something in return
Product fundraisers make it easier to raise money because people who wouldn’t normally donate to your cause might be interested in buying a product. These buyers might be incentivized by the fact that they could get something in return for giving, seeing your fundraiser as a purchase rather than a donation..
On the flip side, if your buyers are supporters of your organization, they might feel more connected to your nonprofit when they get something in return for donating. They’ll also be encouraged to give knowing that the money from their purchase is funding a good cause. No matter who the buyer is, this is an effective way to raise money because they’ll get a high return on their investment.
4. Reach a wider audience
Product fundraisers also make it easy to reach more of your supporters and wider community by selling both in person and online. Here are some ways you can advertise your nonprofit and its fundraiser outside of your organization’s immediate community of supporters:
Social media
Your website
Word-of-mouth
Flyers
Partnering with local businesses
There are opportunities for sales in more places than you can imagine. For example, if students are selling cookie dough to raise money for their school, they might take order forms to a parent’s office after school. Their parent’s coworkers might be interested in buying cookie dough and placing an order to support your school.
5. Flexibility in product choice
The best part about product fundraisers is that they’re fully customizable! There’s a wide variety of things you can sell and the sales timeline is completely up to you. If you have a target audience in mind as you’re organizing the fundraiser, choose a product you know they’d like.
Also, consider when you’ll be running the fundraiser. Products can be seasonal, and this can work to your advantage.
For example, ABC Fundraising suggests selling Christmas ornaments as a fundraiser for a church during the Christmas season. Members of the congregation will be interested in buying ornaments regardless of your fundraiser, but will be especially motivated by their affinity for their church. You could even get the children in the church to make ornaments as a fun Sunday morning craft and sell those ornaments for the fundraiser.
The sky’s the limit when it comes to ideas for effective product fundraisers. Choose an idea that appeals to your audience the most and customize your fundraiser to work well for your organization. No matter what idea you choose, the benefits of product fundraisers can make a huge impact on your nonprofit.
https://nxunite.com/wp-content/uploads/2023/02/ABC-Fundraising_NXUnite_The-Top-5-Reasons-to-Leverage-a-Product-Fundraiser.jpg360690Adam Weingerhttps://nxunite.com/wp-content/uploads/2023/09/NXUnite-by-nexus-marketing-White-3.svgAdam Weinger2023-02-27 22:41:312023-02-27 22:41:32The Top 5 Reasons to Leverage a Product Fundraiser
Matching gifts play a vital role in any modern organization’s fundraising. However, not all donors know that these programs even exist, resulting in lost revenue for causes like yours. That’s why you need a plan to promote matching gifts if you want to use corporate giving as a viable fundraising avenue.
With an estimated 4.3 billion users worldwide, the Google Ads platform empowers nonprofits to connect with a world of prospects. That means you can fill in these knowledge gaps and let more prospects than ever know about matching gifts. Best of all, eligible organizations can receive free ad credits to spend on promoting web content through the Google Ad Grants program.
So long as you follow the program’s rules, the Google Ad Grant gives you the flexibility you need to get creative with your matching gift promotion.
To get your creative juices flowing, we’re here to help you combine the power of corporate giving and Google Ads. If you’re ready to supercharge your fundraising efforts, here’s what this guide will cover:
Creating Google Ads and meeting the Ad Grant program’s requirements can be tricky for newcomers. That’s why we recommend working with the experts at Getting Attention.
Their Google Ad Grant managers know what it takes to create compelling ads that expand your digital marketing capabilities. With an expert on your side, you can create persuasive ads that promote matching gifts to qualified users. While waiting to chat with their team, explore the tips below to get some ideas for your Google Ads strategy.
What To Know Before Promoting Matching Gifts With Google Ads
Diving headfirst into creating Google Ads for matching gifts can be tempting. But it’s important to go into it with some background knowledge and a solid strategy.
Knowing the basics will give you the necessary foundation for creating Google Ads that meet the program’s requirements and inspire users to complete the matching gift process.
What are matching gifts?
Matching gifts are a type of corporate giving program in which companies promise to match their employees’ donations to eligible nonprofits. Employers usually create a series of guidelines, such as the maximum donation amount they’ll match, which employees are eligible, and which nonprofits are eligible.
An individual donates to your nonprofit and researches their eligibility for their employer’s matching gift program.
If eligible, they’ll submit a request to their company to match the donation.
Finally, the company will confirm the initial donation with your team and make its own donation.
Pretty simple, right? The only downfall is that many donors don’t know about this opportunity. In some cases, they’re actually confused by the framework and might not follow through on submitting requests to their employers. That’s why marketing is crucial.
What is the Google Ad Grant program?
The Google Ad Grants program provides free advertising credits to eligible nonprofits. Participating organizations receive a monthly allocation of $10,000 to spend on Google Ads. They bid on mission-related keywords and design ads that inspire people to visit their website.
In our guide to the basics of Google Ad Grants, we explain that “through this program, Google’s goal is to empower nonprofits to supercharge their search engine marketing (SEM) efforts and deliver worthwhile public service messages to a global audience.”
Nonprofits most often promote content related to fundraising, volunteering, and their services. That makes this the perfect place to promote matching gifts!
Generally speaking, there’s a lot of confusion surrounding matching gifts — including everything from what they are to how to submit an employer request. Your nonprofit needs to step up its marketing game to increase matching gift awareness and drive more matches to completion.
So, what makes Google Ads an effective avenue to promote matching gifts?
Think about it: whenever you want to learn something new, you likely Google it. Your donors are the same way! When they want to support a cause near to their hearts, they often use Google to research organizations pursuing relevant missions.
Google Ads can make sure your content shows up first for those all-important keywords related to your mission, making it ideal for promoting matching gifts.
In 2021, return on ad spend (ROAS) was the highest for search ads compared to other digital advertising methods.
Organizations only spend around $0.06 for every dollar raised online.
View-through revenue (revenue from donors who saw but didn’t click on an ad) accounts for 35% of all giving sourced from digital ads.
98% of searchers click a result on page 1 of Google Search results.
Nonprofits see these incredible results because of Google’s large user base and the Google Ad Grant’s customization features. For example, you can use geotargeting to narrow down your audience to specific regions.
You can also leverage features like Responsive Search Ads (RSAs) to improve ad performance. Getting Attention’s ultimate Google Ad Grant guide explains that you’ll submit a variety of ad headlines and descriptions for an RSA. Then, Google will automatically cycle through different versions of your ads to find the ones that drive the most clicks.
How To Promote Matching Gifts With Google Ads
We fully believe that Google Ads can play a critical role in promoting matching gifts to your donors. While it takes a bit of work to create your ads and manage your account, you have the potential to spread more matching gift awareness than ever before!
Let’s walk through some basic steps for getting started.
1. Create Matching Gift Content on Your Website.
Google has a pretty strict website policy for nonprofits using Google Ads. Any content you promote through the Google Ad Grant program must be hosted on your domain. So, if you want to promote matching gifts, you’ll need matching gift content on your site.
While essential for your Google Ads, creating this content is also a great way to spread matching gift awareness among any visitor — no matter how they end up on your website.
Here are some common ways you might incorporate matching gifts into your website:
Your donation form. Every organization has a donation form! This is one of the most popular pages that nonprofits promote using the Google Ad Grant. Anyone who visits this page will already be considering donating, making it an optimal time to promote matching gifts. Include an employer search tool where donors can research their eligibility for their employers’ programs. After all, who wouldn’t want to multiply their donation without spending another penny?
A dedicated matching gift page. This should be your ultimate resource for matching gifts. Include details about what matching gifts are and how donors can submit requests to their employers. Don’t forget to embed an employer search tool, so users can research their companies’ programs.
A ‘Ways to Give’ page. This covers all the ways someone can give to your cause, whether through corporate giving, volunteering, or attending an event. Include a section on matching gifts. You might give an overview of what they are and direct users to your dedicated matching gift page to learn more. (Hint: This page is great to append to any ad you create and will help you spread the word to a wider audience.)
Once your content is published, you can add these as the landing pages for your matching gift Google Ads. Your “landing page” is where users will arrive on your site after clicking your ad. Choosing landing pages that correlate with your keywords means you can meet users’ goals and deliver the exact content they want.
Your keywords are an important part of your ads. These are what users will type into Google to find your cause, so it’s important to select the right ones.
Through the Google Ad Grants program, you’ll receive free access to a variety of tools to track your ad performance. One of these is Google Keyword Planner.
You can use this platform to conduct keyword research, get keyword suggestions, and determine what your prospects are searching for on Google. It’ll also give you an idea of how much to bid on keywords. Then, you can develop ads that target these search queries and promote matching gifts.
When creating a keyword list for your matching gift ads on Google, here’s what we recommend:
Think about what your donors would search to find your cause. How might a prospective donor find your nonprofit on Google? For example, if your nonprofit supports Breast Cancer patients and funds research, a donor might search “donate to breast cancer research.” Think about how any mission-related keywords like this correlate with matching gifts.
Don’t be too specific with your keywords. Remember, a lot of people don’t know about matching gifts, so using general keywords can be beneficial. A keyword like “matching gifts to breast cancer research” is too specific and will limit your audience. However, don’t be too generic, as your ads might not be shown to people who want to support your work.
Don’t spend your budget all in one place. When starting out, you’ll want to avoid high-competition keywords. Many organizations might bid on the same keywords, driving up the bid costs. Stick with some less competitive, more specific keywords as you get started. Keyword Planner will give you an idea of how much you’ll need to bid on different terms.
Navigating keyword research platforms and choosing search terms can be tricky and somewhat daunting for newcomers. That’s why we recommend working with a Google Grants agency. Professionals know how to find the keywords your donors are searching, reducing the learning curve for your team. That means you can publish your ads and start promoting matching gifts sooner!
An Example of Choosing Matching Gift Keywords
Let’s walk through an example, so you can see how this might look in practice. Let’s stick to our Breast Cancer foundation example. Using Google Keyword Planner, you can enter terms like ‘donate to breast cancer research’ and ‘support breast cancer patients.’ The tool will provide you with recommendations for building out your keyword list with related terms.
These terms are just specific enough to target potential donors without being overly specific to where you limit your audience. People searching these terms are likely thinking about donating or supporting your cause in other ways.
From here, think about what landing pages you can drive users to that relate to these terms. For example, you can drive users to your donation form that features matching gifts. You can also append additional links to your ‘Ways to Give’ page or matching gifts page using Google Ads’ sitelink extension feature.
3. Write Your Google Ads for Matching Gifts.
At this point, you’ve picked your keywords and landing pages. Now is when your creativity comes into play! You’ll need to write your ad and think carefully about how to promote matching gifts with it.
Your ad is the first impression that users will have of your cause. This is where you’ll share your case for support and encourage users to support your cause. Because of this, make sure it’s well-written and persuasive.
When crafting your ad, keep the following in mind:
Incorporate your keywords. This indicates to users that your ad relates to what they searched. Throw your keywords and some variations into the headline and description of your ad.
Create cohesion between your landing pages, keywords, and ad text. The content you promote should align with the user intent for the keyword. For example, if someone searches “donate to animal rescue,” it makes more sense to link users to a donation form rather than a blog post about matching gifts. Then, use your ad text to explain how your ad relates to the search query.
Use ad extensions to provide additional ways to engage. Google Ads provides customization features to build out your ads and optimize your account. With the sitelink ad extensions feature, you can include mini-ads, linking users to additional pages on your site. Sticking to the example above, you could make your donation form your main landing page. Then, add your ‘Ways to Give’ page and matching gifts page as sitelinks.
Include a call to action in your ad. It’s always smart to tell readers exactly what you’d like them to do after seeing your ad. Phrases like “donate now” or “learn about matching gifts” can persuade people to click your ad.
Crafting the perfect Google Ad to promote matching gifts can take some time. After publishing your ads, make sure to log into your account regularly to monitor ad performance and make adjustments.
Working With a Google Ads Manager To Promote Matching Gifts
If you’re still confused about how to promote matching gifts, you don’t have to attempt it alone! And even if you’re experienced with Google Ads, managing a Google Ad Grant account can be time-consuming. That’s why we recommend working with an experienced Google Ad Grant manager.
As our recommended agency, Getting Attention knows how to craft compelling Google Ads. Whether you want to promote matching gifts or amplify other areas of your work, they’ll work with you to accomplish your marketing goals.
To empower their nonprofit partners to achieve new heights, they offer these services:
Google Ad Grant eligibility check and application
Full account setup or existing account audit
Ad creation
Keyword research report and recommendations
Ongoing account maintenance and reporting
Landing page relaunch, including design work
Suspended or lapsed account reactivation
If you want to learn more about promoting your cause with Google Ads, line up a free consultation! From here, you can discuss your Google Ad Grant goals. They’ll help you understand how Google Ads fold into your matching gift promotion and your marketing strategy as a whole.
Matching gifts can make up a sizeable part of your organization’s revenue. However, you need a thorough marketing strategy to make sure your donors know about corporate giving opportunities like this.
As you now know, Google Ads are the perfect marketing avenue to throw into your toolbox! The Google Ad Grant can take your matching gift promotion to new heights when you get creative.
As the world’s most popular search engine, Google puts nonprofits like yours in touch with more prospects than ever. But it’s up to you to craft ads that inspire them to get involved with your cause and learn more about matching gifts.
As you start building out your marketing strategies, make sure you’re fully prepared by exploring these resources:
https://nxunite.com/wp-content/uploads/2023/02/How-to-promote-matching-gifts_feature.png370700Erin Tolandhttps://nxunite.com/wp-content/uploads/2023/09/NXUnite-by-nexus-marketing-White-3.svgErin Toland2023-02-10 17:48:292023-02-22 14:48:06How to Promote Matching Gifts: Reimagining Your Google Ads
Businesses that give back to their communities receive a number of benefits in return. From improved reputations to higher employee retention, corporate philanthropy is only increasing in importance in the for-profit sector and for good reason.
Corporate giving takes many forms, and one method in particular allows businesses to make an impact and engage employees at the same time: employee giving programs. Workplace-based giving initiatives provide employees with the opportunity to make a difference with their own two hands.
In this post, we will discuss the benefits of employee giving programs and provide examples of companies that have successfully implemented such programs. Specifically, we’ll explore:
Whether you want to update your current employee giving strategy or launch an entirely new program, this guide will provide answers to what makes employee giving so effective.
What are the benefits of employee giving programs?
Employee giving programs provide numerous benefits for both employees and the companies that implement them. Some of the key advantages of these programs include:
Improved Employee Engagement and Morale
Employees who can support causes they care about through their workplace are more likely to be engaged and motivated in their jobs. After all, they know their hard work is helping to support a good cause.
Studies have shown that employees who are engaged in their work are more productive, have higher job satisfaction, and are less likely to leave their jobs. In addition, employees who can give back to their communities through their workplace are more likely to have a positive attitude and feel a sense of purpose in their work. Let’s look at some specific statistics:
Companies with employee giving programs are also more likely to attract and retain top talent. Many job seekers today are looking for companies that align with their values and support charitable causes, and having an employee giving program can be a key differentiator in the job market.
Boosted Reputation
Companies that practice corporate social responsibility (CSR) are generally looked upon favorably by consumers and employees alike. As discussed, employees want to work for employers they know are making a positive impact in the world, and consumers also want their hard-earned dollars to support businesses making a positive impact.
All types of corporate philanthropy can lead to a positive reputation boost. For example, sponsorships, match grants, and in-kind donations can all help worthy causes. However, employee giving programs specifically give employees more control over which organizations receive funding, increasing their stake in the business’s CSR practices.
In addition to making financial contributions, employee giving programs can also provide opportunities for employees to volunteer their time and skills to support charitable organizations. This is why some law firms require lawyers to work a certain amount of pro-bono hours each year.
Although, take care in whether employees are invited to participate in employee giving or are forced to. While optional programs are likely to see less participation, required ones can lead to resentment from employees, especially if they have limited say in which causes they can give to.
For an example of how to offer freedom of choice in an employee giving program, many companies offer matching donations or volunteer grants. Within these programs, the company matches its employees’ gifts or donates based on the hours its employees spend volunteering. The employees decide which organizations they want to support, and their employer follows suit by giving to the causes they’ve signaled they care about.
Tax benefits
CSR programs allow businesses to do good in the world. Of course, businesses are also fundamentally for-profit organizations, and saving a bit of extra money due to their philanthropic actions is often a major motivator behind giving programs.
Here’s a rundown of how employee giving programs provide tax benefits for both companies and their employees:
For companies, workplace giving programs can be a tax-deductible expense, reducing tax liability. In addition, many companies offer matching donations or volunteer grants as part of their employee giving programs, and these contributions can also be tax-deductible.
For employees, individuals who make charitable contributions through payroll deductions or donate as part of a matching gift program can claim these deductions on their tax returns. In-kind donations employees make by volunteering their professional services can also sometimes be claimed as a deduction. Work with employees to help them estimate the value of their in-kind donations and make accurate statements on their taxes.
As part of your business’s corporate giving strategy, keep careful records of your donations. Request donation receipts from your nonprofit partners if they are not already providing them, and ensure the details of sponsorships and other partnership arrangements are written down and confirmed by both your business and the nonprofits you work with.
Types of Corporate Giving Programs
Corporate giving takes many forms, some of which include employee involvement. Most businesses that are serious about CSR will have a mix of philanthropic programs to meet their communities’ needs and be responsible corporate citizens.
Let’s take a look first at corporate giving programs that have an element of employee giving:
Matching gift programs allow employees to give more to the causes they care about. In a matching gift program, an employee donates to a nonprofit of their choice. Then, they submit a matching gift request to their employer reporting the donation. If the application is approved, the employer makes an equal contribution to the nonprofit. At a few exceptional companies, they’ll even donate double or triple the employee’s initial gift.
Volunteer grant programs allow employees to lend their time to the causes they care about and contribute financially through their employer. Essentially, employees volunteer and then report their hours and any other necessary details, like the nonprofit’s tax ID, to their employer. The business then makes a donation either on a per-hour basis or after a certain hours threshold has been reached.
Payroll deductions are the most convenient type of employee giving. Employees agree to be part of an automatic deduction program and have a portion of all future paychecks donated to a nonprofit unless they later ask to opt out of the program.
Grant stipends differ from matching gifts and payroll deductions by providing employees with the money to donate instead of asking them to reach into their wallets. Businesses provide funds specifically to be donated, and employees then give them to a cause of their choice.
These programs engage employees and let them have an active say in what causes are supported. Of course, there are many other worthwhile corporate giving opportunities unrelated to employees that a company might pursue. These include:
Corporate foundations are charitable organizations that are established, managed, and funded by companies. Essentially, these foundations are nonprofit organizations with corporate backing. Some provide grants to nonprofits, while others plan and launch their own mission-based initiatives. As an example, The Ben & Jerry’s Foundation is managed by Ben & Jerry’s and awards grants to advocacy groups.
Charity brand lines are a form of sponsorship wherein a company works with a nonprofit to develop a specific product or service and pledges to donate a portion of sales proceeds to the nonprofit. Shop-for-a-cause programs like this focus simultaneously on helping nonprofits and driving sales since socially conscious consumers are more likely to buy a product if they know it supports a good cause.
Sponsorships involve companies providing support to nonprofit events, programs, or initiatives. This support can be financial gifts, in-kind donations, or marketing assistance. Sponsorships can also be one-time deals or ongoing partnerships based on the agreement between the nonprofit and the corporation.
Impact investments are a process wherein companies invest in nonprofits or socially responsible for-profit organizations. The investment funds provide support for the organizations to get their programs off the ground, and the company generates a financial return.
Last, there’s one type of corporate giving program that fits in the middle of this venn diagram:
In-kind donations can involve employees or be entirely managed by the company. For example, mission-driven businesses that provide software nonprofits use often have free or discounted subscription options for nonprofits. This form of corporate philanthropy does not involve employee giving at all. However, in-kind donations also include professional services, like consulting, accounting, photography, graphic design, and coding all rely on volunteers, which will be the business’s employees.
Which type of corporate giving is right for your company? The answer depends on numerous factors, such as employee interest, which nonprofits are interested in working with your business, and what resources you have available to spend on philanthropy.
However, if we had to pick a favorite, we would single out matching gifts as the best type of employee giving program.
An In-Depth Look at Employee Matching Gifts
With over 26 million individuals working for companies that offer matching gift programs, employee matching gifts have the capacity to make a major impact. For your program, determine what causes you want to support through matching gifts, which of your employees are eligible, and how much you intend to give.
For instance, one company might make only full-time employees eligible for matching gifts, but they may pledge to match all gifts at a 1:1 ratio with an annual cap of $10,000. In contrast, another company might open up its matching gift program to part-time and retired employees but enforce a narrower range of gifts between $50 to $2,500 and exempt donations to educational and religious institutions.
However you decide to organize your matching gift program, you can access benefits like:
Flexibility. Depending on their employer’s restrictions, matching gift programs allow employees to decide which causes they want to give to, when they make their donations, and how much they give. While placing limits on your program can channel employees to support specific causes, keep in mind that as restrictions go up, participation goes down.
Potential for automation. Matching gift technology is advancing fast, and businesses using CSR software with matching gift auto-submission technology can enable their employees to complete their matching gift requests in seconds. All they need to do is turn on the feature, and employees will get the option to have their request automated when they give to nonprofits with matching gift software.
Easy management. Once you kick off your matching gift program, it essentially runs itself. Businesses just need to regularly take two actions. They need to approve matching gift requests and routinely promote the program to remind employees to participate.
Interested in what matching gift programs look like in action? Here’s how matching gift programs have played out at a few companies whose names you might recognize:
Microsoft. Microsoft’s employee giving program, known as the Microsoft Employee Giving Program, encourages participation by having a donation minimum of just $1. Both full and part-time employees can participate, and almost every type of nonprofit organization is eligible for a matching gift.
Coca-Cola. Most employers have a 1:1 matching gift rate, but Coca-Cola wants to make its employees’ donations go even further with a 2:1 rate, effectively tripling donations.
Johnson & Johnson. Both current and former employees at Johnson & Johnson can increase their donations. Current full and part-time employees receive a 2:1 matching rate, while retirees still get a standard 1:1 ratio.
Overall, employee matching gift programs can provide numerous benefits for companies and their employees. By offering such a program as part of their employee giving programs, companies can increase the impact of their employees’ charitable giving and enhance their reputation as socially responsible organizations.
How to Implement an Employee Giving Program
The first step in implementing any CSR program is deciding that now is the right time. You have the resources, a philanthropic mission, and you’re pretty sure that your employees will be happy to participate. Now you just need to plan your implementation.
While details vary depending on your program of choice, here are the five steps most companies will take to launch their new employee giving program:
Identify the causes that are most important to your employees. As the name implies, your employees drive your employee giving program, so make sure it’s focused on causes they want to support. Conduct a survey or hold focus groups to find out what causes are most important to your employees. If opinions are divided, consider a program like matching gifts allowing each employee to make their own giving decisions.
Offer a range of giving options. There’s no need to limit yourself to just one type of employee giving. For instance, many companies that offer matching gift programs also support volunteer grants. Refer to the causes and types of activities employees indicated interest in from your initial survey.
Invest in the right CSR software. Choose a CSR platform with the tools you need to run your program. Most CSR software comes equipped with features to record employee volunteer hours, manage matching gifts, and provide employees with information about donating through your company. However, different vendors focus on different aspects of CSR, so be sure to research platforms and request demos before making any final purchasing decisions.
Provide clear and concise information. To ensure that your employees understand your employee giving program and how to participate, provide clear and concise information about your new program. This includes providing guidelines on eligible charities, making donations, and claiming tax deductions. Make these resources easily accessible, such as adding them to your employee handbook.
Promote the program to your employees. Some employee giving programs, like payroll deductions, require minimal active participation from employees. Others, like matching gifts, are entirely at employees’ discretion. Make sure employees know about your giving program by providing regular reminders and updates whenever you make a major difference for a nonprofit.
By following these steps, you can design and implement an employee giving program that engages your employees and supports the causes that they care about. This can help your company positively impact your community and enhance your reputation as a socially responsible organization.
Additional Employee Giving Resources
Employee giving programs provide numerous benefits for both employees and the companies that implement them. These programs can increase employee engagement and morale, help companies meet their CSR goals, enhance their reputations, and provide tax savings for both the company and its employees.
Of course, the CSR world is vast, and this overview is just one perspective. To learn more about employee giving before launching your own program, read a few of our favorite resources:
How to Promote Matching Gifts: Reimagining Your Google Ads. Take your matching gifts program to the next level with Google Ad Grants. Discover how to use Google Ads and what they can do for your matching gift program and other CSR efforts.
Did you know that it takes just 50 milliseconds for online users to form an opinion about your website, which ultimately determines whether or not they like it and if they’ll stick around? In half the time it takes most websites to even load, your online visitors have already made snap judgments about the value of your website and – by extension – your association or member organization.
Every one of those curious scrollers who winces and clicks away is a potential new member, you’ve just lost to something as easily-solvable as simple web design changes.
So, how do you start tackling poor association website design and determining which design elements will turn casual visitors into happy new members? If you’re at a loss for where to start, never fear—we’ve prepared these tried-and-true association website best practices to boost your online member acquisition:
With digital engagement on the rise, it’s more important than ever to use your website as an attractive, interactive hub to enhance the member experience and entice visitors to hit the registration button.
Optimize accessibility for any user, on any device.
First things first: your top priority is making sure that your website actually works when users click through it.
This sounds easy enough—if every site visitor were a digital native with a fiber optic internet connection and a desktop computer. Unfortunately, the reality is a lot messier, and many potential and current members aren’t going to fit that mold.
To ensure that every site visitor has the same smooth, seamless online experience no matter when, where, or how in the world they’re navigating your site, take a look at these UX best practices:
Optimize your website for all devices, especially for mobile users.
Cut down on load speeds by compressing images, minimizing redirects, and removing unused code.
Use high-contrast colors for text and graphics, allowing visually-impaired site visitors to see your content.
Include alt-text with all images, which describes visual content for users who might have a poor internet connection or use screen readers.
There are many small but important steps you can take to open up your website to a vast new audience of online users. However, there’s a limit to how much you’ll be able to tweak your website without some serious technical experience.
For best results, consider investing in a dedicated association website builder. A user-friendly CMS allows even the most technically-challenged association professionals to make effective changes to your website. Use drag-and-drop features, customizable templates, and member-specific design toolkits to make an association website that will blow users away—and encourage them to head straight to your membership registration page.
Use visual storytelling to capture the member experience.
Once users have successfully loaded your site, you’ll want to make the most of that precious half of a second where they’ll be judging whether to explore further or run away screaming.
This is where visual storytelling becomes your best friend. To immediately capture visitors’ attention and draw them into the narrative of your association, incorporate vibrant, professional images across your major web pages.
From Pulitzer-worthy candids of your event guest speakers in action to Instagramable snapshots of members, these snackable images instantly convey what your association stands for (and what you can offer users if they join).
Of course, pictures aren’t the only visual element to pay attention to. Don’t forget to build your membership website with:
The tactical use of white space
Concise, action-oriented text
Complimentary color palettes
Clean, striking typography
When you bring all of these pleasing elements together, you’ll have created an irresistible feast for the eyes that not only wows new site users but also engages current members.
Tease users with sample content, previews, and perks.
Now that you’ve survived that roller coaster of the first minute visitors spend on your website, you have to continue feeding their interest to successfully attract new members.
Remember that actions speak louder than words. So, rather than writing some long-winded appeal for users to give your association a chance, give them a taste of what they’re missing out on!
Take a page from the MemberClicks guide to building a membership website and strategically organize your association website for the public (including prospective members) so that they can access and sample enticing content. In particular, you’ll want to allow anyone to view your:
Event calendars and promotional materials
Key webpages, such as landing, about, and event pages
Surface-level versions of your member directory
Engaging resources that are useful to your members, such as informative podcasts
You could even offer tastes of event content, downloadable resources, educational materials and other small samples of everything your association has to offer. If users want more, all they need to do is sign up.
Leverage the promotional power of your member directory.
At first glance, your directory may just seem like a glorified list. But in reality, it can be a critical tool for member networking, digital engagement and (you guessed it!) public promotion.
Think of it as an online pamphlet that prospective members can flip through to see just how many passionate members have taken the dive to join your association. And for a small price, they, too, can access the full high-powered network of fellow professionals.
Be sure to invest in an association management system that can integrate seamlessly with your website. This will allow you to upload your directory directly into your CMS and automatically update member information as new members join and existing members tweak their profiles.
There’s no such thing as a perfect association website, and there will always be room for you to improve, adjust, and revamp elements of your site to maximize engagement and push individuals toward your registration page.
Use regular A/B testing to see how different versions and elements of your website perform and what steps you can take to constantly improve the online user experience.
This is especially important as web technologies continue to evolve and user expectations get higher and higher for what they want to see from your association web platform.
There are many moving parts to consider to build out a truly awe-inspiring, member-acquiring association website. To guarantee that you end up with a beautiful, functional web platform rather than Frankenstein’s monster, use these key tips and tools to guide you through the creative and technical process.
From investing in the right website builder and AMS solution to mindfully organizing your site’s visual elements, these insights should give you the confidence and power to create a membership website for the ages.
https://nxunite.com/wp-content/uploads/2022/11/MemberClicks_NXUnite_5-Association-Web-Design-Tips-to-Boost-Member-Acquisition_Feature.png360690wpenginehttps://nxunite.com/wp-content/uploads/2023/09/NXUnite-by-nexus-marketing-White-3.svgwpengine2022-11-09 14:09:472022-11-09 14:11:295 Association Web Design Tips to Boost Member Acquisition
If you’ve been in the fundraising world for a while, you might be familiar with the Google Ad Grant program. Google provides eligible nonprofits with $10,000 per month in ad spending to help boost their organizations’ reach online.
However, you may not know much about Microsoft’s new program, Ads for Social Impact, which functions similarly to the Google Ad Grant program. As of June 2022, Microsoft offers nonprofits $3,000 per month in ad spending for platforms such as Bing, Yahoo, AOL, Outlook, MSN, and Microsoft Edge.
Although the grant amounts differ between the two programs, both can help you spread awareness of your organization’s mission and raise money for your cause.
Our mission at NXUnite is to provide nonprofits with tools and resources that will set them up for success. We believe that the Microsoft Ad Grant is one such tool that will help organizations spread their missions and reach their fundraising goals. We’re happy to offer this guide so nonprofits can learn more about the program and how to enroll. Here are the topics we’ll cover:
Microsoft’s Ads for Social Impact program serves to help eligible nonprofits drive traffic to their websites and reach their fundraising and marketing goals at no cost to these organizations. The Microsoft Ad Grant covers $3,000 per month in ad spending for ads on multiple Microsoft-owned websites.
Since Microsoft Ad Grants cover so many different platforms, it can be difficult to picture what an ad created by a participating organization would look like. We’ll walk you through an example on Yahoo so you can visualize how a Microsoft Ad for your particular organization might look.
Let’s say that someone in your community is passionate about protecting wildlife. While checking their Yahoo email, this person might do a quick search for “save the turtles.” Yahoo will return a results page with the phrase “Ads related to: save the turtles” at the top. Underneath, there will be links to websites dedicated to protecting wildlife. These organizations are using Microsoft Ads to boost their reach and spread their mission online.
Nonprofits enrolled in the Microsoft Ad Grant program receive unique benefits that distinguish Microsoft’s program from Google’s. Your organization might already leverage paid search opportunities with Google or Microsoft. For nonprofits that use Google Ads, they must create a separate account for the Google Ad Grant program. In contrast, organizations that already use Microsoft Ads can apply their Microsoft Ad Grant directly to their existing account, allowing them to keep all of their campaigns in the same place.
Another difference between the two programs is the required account restrictions. Since Google Ad Grant accounts are separate from typical Google Ad accounts, there are more restrictions put on Google Ad Grant accounts, including minimum click-through rates, minimum quality scores, and maximum cost-per-click. In Microsoft’s program, all of your Microsoft Ads are under one account with none of these restrictions. That way, you can use the grant just as you would use funds for a regular paid search campaign.
Now that we’ve covered the basics, it’s time to move on to the benefits of enrolling in Microsoft’s Ads for Social Impact program.
Benefits of Microsoft Ad Grants
Besides expanding visibility for your website, there are many benefits of leveraging Microsoft Ad Grants. Take a look at some of the main advantages of participating in the program:
More site engagement.
While creating engaging content is a great way to improve your organization’s website, your content won’t fulfill its purpose if people can’t find your website in the first place.
By producing Microsoft Ads that highlight different pages on your site, you’ll encourage people to check out the resources they’re interested in. Someone looking to volunteer for a nonprofit will search differently than someone looking to donate, and by using your Microsoft Ad Grant appropriately, you can make sure both individuals find the information they need on your website.
More conversions.
Once you get more people to engage with your site, you’re likely to see more conversions. Just as businesses and other for-profit organizations track conversions to sales, nonprofits can track different types of conversions to measure the impact of their campaigns. Some online conversions your organization might track include:
Donations
Email list signups
Event registrations
Petition signatures
Ticket sales
Volunteer signups
By using the Microsoft Ad Grant to show prospective supporters the pages they’re interested in, you can increase the likelihood that people will perform the intended actions associated with those pages rather than aimlessly skimming your website.
Additional communication with your supporters.
As a nonprofit, you likely already use a mix of communication tools such as email, direct mail, phone calls, text messages, and social media. Microsoft Ad Grants provide an additional opportunity to reach out to your supporters in a more understated way.
While it’s important to engage with your supporters in a variety of different ways, it’s also important not to overwhelm them with too much information and too frequent communication. With Microsoft Ad Grants, you allow current and prospective supporters to learn about your organization on their own time and at their own discretion.
Better understanding of your supporters.
When a supporter interacts with your website, their actions provide several types of data for your organization. By keeping track of this data, you can figure out how to improve your campaigns and get the most out of your Microsoft Ad Grant.
To help you analyze your website activity, Microsoft provides tools such as event tracking, campaign analytics, and traffic insights. That way, you can leverage this information and use it to your organization’s advantage to make sure your website and content are serving your supporters as they should.
Set amount of funds each month.
Once you’re enrolled in the Microsoft Ad Grant program, you can be sure that you’ll receive $3,000 in your Microsoft Ad account each month. While this may seem like a given, many traditional grant programs allocate limited grant funds to qualifying organizations based on their needs.
Knowing exactly how much money in ad spending you’ll receive from Microsoft each month, you can better plan how your organization will use the grant without wasting time wondering how much money you’ll be allotted.
Ways to Use Microsoft Ad Grants
Just as it’s important to outline your goals for a fundraiser or social media campaign, it’s good practice to determine what you want to achieve by using your Microsoft Ad Grant. Setting goals for your campaigns will ensure that you’re using your grant money efficiently.
If you’re not sure what goals you’d like to accomplish during your time in the Microsoft Ad Grant program, take a look at some of our suggestions:
Encouraging donations
Expanding your donor or subscriber base
Advocating about issues important to your organization
With your goals in mind, you’ll create campaigns with better focus and get the most out of your Microsoft Ad Grant.
Eligibility Requirements
If you’re interested in applying for the Ads for Social Impact program, you’ll need to make sure you’re eligible for the program. Microsoft has three main eligibility requirements. The first is status as a legally recognized nonprofit or non-governmental organization in your country. For United States-based organizations, that includes registering with the IRS as a tax-exempt 501(c)(3) organization.
The next requirement is operating on a not-for-profit basis and serving a specific mission. Microsoft gives mission examples such as helping the poor, preserving the environment, and protecting human rights.
Microsoft’s final requirement is that all participating organizations are inclusive of others. They prohibit any organizations with discriminatory policies or missions from joining the program.
In addition the Microsoft’s three eligibility requirements, they also list ineligible organization types, such as:
Professional and semi-professional sports organizations
Political, labor, and fraternal organizations
For a full list of eligibility requirements, check out Microsoft’s program eligibility page here.
Microsoft Ad Grant Application
After determining your organization is eligible for the program, the next step is to fill out an application. There are two main parts of the application.
First, you’ll apply to Microsoft for Nonprofits, Microsoft’s overarching program dedicated to nonprofit tools and resources. This part of the application has four steps.
Welcome & Policies. When you begin the application, you’ll be asked to fill out information for your organization’s point of contact. You’ll also confirm that you understand the Microsoft for Nonprofits program policies.
Organization Info. In this section, you’ll fill out information about your nonprofit including your organization’s name, address, website, phone number, size, budget, mission statement, and IRS EIN.
Verify Phone. Next, you’ll verify your organization’s phone number so Microsoft can communicate with you.
Create Account. Finally, you’ll be able to set up your login for your Microsoft for Nonprofits account. You should hear back about the status of your application within 24 hours.
The second part of the application process is applying for the Microsoft Ad Grant itself. You’ll provide additional information about your nonprofit and point of contact, and Microsoft will get back to you within 10 business days.
Microsoft Ad Grant Best Practices
Once Microsoft accepts your Microsoft Ad Grant application, you’ll likely want to jump right in and start setting up campaigns. To enure your campaigns are effective, we recommend following a few best practices that other nonprofits have found helpful in the past. Here are some guidelines for running your Microsoft Ad Grant account effectively:
Structure your account appropriately.
Organization is key when it comes to Microsoft Ad Grant campaigns because it allows you to ensure that each campaign has its own specific purpose. The goal of each campaign should be the conversion you’re looking to boost.
For example, let’s say your overall goals for your participation in the program are expanding your email subscriber base, recruiting more volunteers, and informing your supporters about matching gifts. Establish your campaigns’ priorities right away by setting up three separate campaigns, one for each goal. That way, you can track the metrics for each goal separately. Additionally, you can create straightforward campaigns that each focus on one aspect of your mission, making it clear to supporters what you’re asking them to do.
Write clear ad copy.
When it comes to Microsoft Ad copy, the simpler, the better. People will only spend a few seconds looking at your ad, so you want to make sure your message is very clear. Short sentences are usually best. It’s also good practice to avoid uncommon acronyms or abbreviations that may confuse people.
Choose keywords carefully.
To make sure you’re choosing effective keywords, you’ll want to think backward. What are your supporters likely searching for? Those are the words and phrases you’ll want to choose as your keywords.
It’s best to choose specific keywords. People searching for “animals” aren’t necessarily looking for an animal shelter, but those searching for “volunteering with animals” or “adopting a pet” might be.
Keep track of your campaign metrics.
Luckily, Microsoft has built-in analytics options that allow you to easily track the success of your campaigns. Analyzing this data and implementing the insights you glean from it will allow you to shape your campaigns and content to your supporters’ needs.
For example, if you see that people are going straight from your volunteer registration page to your contact information page, it might be useful to add a section with contact information on the volunteer registration page itself for easy access.
Use automatic bidding.
In order to show up in searches for certain keywords, you’ll bid for them along with other organizations. You can submit bids manually, but Microsoft has automatic bidding options that will save your team time and energy.
These bidding strategies include ones for enhancing your cost-per-click, maximizing your clicks, maximizing your conversions, and achieving your target cost per acquisition and return on ad spend.
Following these best practices will ensure that you’re managing your campaigns efficiently and effectively.
Using Microsoft Ad Grants with Other Fundraising Tools
At NXUnite, we’re passionate about connecting nonprofits with the tools and resources that will launch them toward success. While Microsoft Ad Grants are one such tool, leveraging a variety of tools and strategies will help your organization spread awareness and raise money for its cause. Take a look at how your organization can use Microsoft Ad Grants in conjunction with other valuable fundraising tools:
Google Ad Grants. While we’ve compared the Microsoft Ads for Social Impact program and the Google Ad Grant program, your organization can take advantage of both for maximum impact. You can create similar campaigns on both platforms so that people can find your organization on both Microsoft and Google search engines.
Venmo. Many people use personal Venmo accounts, but you can also set up an account for your organization. That way, people can easily donate to your nonprofit. To promote your organization’s Venmo account, create a Microsoft Ad Grant campaign linking to your donation page. Then, include Venmo as a donation option on the page.
Panels. Attending panels is a great way to learn more about nonprofit resources from experts and professionals. This wisdom you acquire from these discussions may spark inspiration for a new campaign or approach to your Microsoft Ad Grant account.
Email templates. No matter your campaign goals, you’re likely encouraging your supporters to take some sort of action on your website. To show your appreciation, it’s always a good idea to send a thank-you letter. Using a specific nonprofit email template can ensure that you thank your supporters appropriately.
Matching gifts. If you’re really looking to maximize your fundraising, you can use your Microsoft Ad Grant campaign to inform your supporters about matching gifts. Matching gifts are corporate philanthropy initiatives where employers double or even triple donations made by their employees. All your supporters have to do is notify their employers of their donation. There are plenty of tools that make that process extremely simple.
Knowing which nonprofit tools are available for you to use is important, but knowing how to use them in conjunction with each other is even more powerful.
Working with a Microsoft Ad Grant Agency
While we hope this guide will help you manage your Microsoft Ad Grant effectively, we also understand that many nonprofits have constrained time and energy to devote to new projects. That’s where digital marketing agencies come in.
There are organizations out there that are specifically dedicated to helping nonprofits manage ad grants. They know the ins and outs of different ad grant programs and how to optimize your account. These types of agencies can help with any stage of the grant management process, such as:
Determining your Microsoft Ad Grants eligibility
Applying for the program
Managing your campaigns
Optimizing your content
Reaching out to a digital marketing agency can take the burden of managing your ad grant off your team. You can feel at ease knowing that experts are taking care of your account.
More Fundraising Tools
By now, you should understand what the Microsoft Ad Grant is and how powerful of a fundraising tool it truly is. By enrolling in the Microsoft Ad Grant program, you’ll be able to work toward your organization’s fundraising goals and raise awareness for your cause.
As we mentioned, there are many other great fundraising tools out there. These articles will allow you to learn more about some of the ones we recommend:
How Google Ad Grants Can Help Your Fundraising. In this article, you’ll learn more about the Google Ad Grant program, allowing you to compare it to Microsoft’s program. Better yet, you can take advantage of both programs and the benefits they have to offer.
How Venmo for Nonprofits Can Help Organizations Raise More. Venmo is not only a personal mobile payment service, but nonprofits can also leverage the platform to collect donations. This article walks through how nonprofits can use this tool to boost their fundraising efforts.
Donor Thank-You Letters. Most likely, one of your campaign goals is to increase donations. Thank your donors for contributing to your organization using one of these templates.
https://nxunite.com/wp-content/uploads/2022/10/Microsoft-Ad-Grant_Feature.jpg370700developerhttps://nxunite.com/wp-content/uploads/2023/09/NXUnite-by-nexus-marketing-White-3.svgdeveloper2022-11-01 13:26:002022-11-10 18:57:57The Microsoft Ad Grant: An Essential Nonprofit Tool
