Marketing Workplace Giving: 9 Smart Ways to Spread the Word
Workplace giving programs present a powerful opportunity for nonprofits to tap into invaluable funding and support. Yet, despite their potential, many employees remain unaware of these opportunities or how they can support their favorite causes through the programs.
The solution? To maximize their impact, nonprofits and other fundraising organizations need to focus on strategically marketing workplace giving to ensure that more individuals know about these opportunities.
In this guide, we’ll explore nine innovative ways nonprofits can spread the word about workplace giving and inspire more participation. These include:
- Your website
- Dedicated emails
- Newsletter features
- Donation pages
- Registration forms
- Social media
- Text messages
- Direct mail
- Paid advertising
Ready to dive in with our recommended workplace giving marketing tips and strategies? Let’s begin with the basics.
Why Is Marketing Workplace Giving Essential?
Corporate philanthropy can play a significant role in nonprofit fundraising, with companies providing $20 to $26 billion to nonprofit causes each year. Workplace giving programs, or those powered by individual team member engagement, however, often go underutilized.
This lack of realized potential is largely based on insufficient awareness regarding the programs. For example, while 26 million individuals work for companies that match gifts, an estimated 78% have never been made aware of the opportunity. Meanwhile, 59% of survey respondents haven’t heard of payroll giving programs, either.
And the sad truth is that donors aren’t going to get involved in their employers’ programming if they don’t know about the programs to begin with. That’s why eligible gifts are slipping through the cracks—to the tune of $4 to $7 billion in matching gifts alone each year—and it’s why smart marketing efforts can come in handy!
The more familiar your donors are with workplace giving programs, the more likely they are to get involved when the time is right.
Read on to learn how your team can market workplace giving opportunities like matching gifts, volunteer grants, volunteer time off (VTO), payroll giving, and more.
Marketing method #1: Your website
Your nonprofit’s website serves as the central hub for all information about your organization and its mission, making it a prime platform to market workplace giving opportunities.
By prominently incorporating workplace giving throughout your website, you can raise awareness among visitors and encourage involvement in the programs when applicable. For the best results, we recommend displaying workplace giving information in places like these:
- Home page
- Fundraising campaign pages
- General or corporate volunteer pages
- Corporate partnerships pages
- Matching gifts page
- Workplace giving page
- Blog posts or other educational resources
- Navigation menu
- And more!
A well-optimized website can serve as a constant reminder for donors and supporters to leverage their workplace benefits to amplify their impact. Throughout your content, be sure to include clear calls to action (or CTAs) that guide users to learn more or sign up for the programs. Consider incorporating case studies or success stories of how workplace giving has benefited your nonprofit, which can inspire action with social proof.
Marketing method #2: Dedicated emails
Sending targeted, dedicated emails is an effective way to communicate directly with your supporters about workplace giving programs. For the best results, use personalized messaging to engage recipients and explain how their participation in payroll giving, matching gifts, or volunteer grants can make a difference. Include specific instructions on how to check if their employer offers such programs and provide links to relevant forms or webpages where they can take action.
These emails can also highlight upcoming matching gift deadlines or volunteer opportunities tied to corporate giving programs, creating a sense of urgency to get involved. Additionally, by segmenting your email list based on donor behavior or corporate affiliations, you can tailor your messaging to specific audiences, increasing the likelihood of participation. And don’t forget to start with a compelling, impact-focused subject line!
Marketing method #3: Newsletter features
Does your nonprofit or school already send a regular newsletter to its supporters? Regardless of whether it’s physical or virtual, a newsletter can be an excellent opportunity to promote workplace giving and consistently remind supporters about these programs.
After all, newsletters are often filled with updates and stories that showcase your organization’s impact, providing a natural context to encourage workplace giving. You can dedicate a section to highlight matching gift programs, volunteer grants, VTO hours, or payroll deduction options, explaining how they work and how supporters can participate.
Remember: a consistent presence in your organization’s newsletters keeps workplace giving top of mind. This is especially true when sent at key times of the year, such as during matching gift drives or year-end fundraising campaigns.
Marketing method #4: Donation pages
Your organization’s donation pages are a key touchpoint for supporters who are already inclined to give, making them an ideal location to promote workplace giving. By adding clear information about matching gifts or payroll giving options directly on your donation forms, you can encourage donors to check if their company offers these programs—and to get involved if they do.
A simple search tool that allows donors to look up their employer’s workplace giving programs while giving can increase participation. After all, optimizing your donation pages to include this information helps donors maximize their contributions without requiring extra effort.
Marketing method #5: Registration forms
Your event registration forms offer another valuable opportunity to market workplace giving. When individuals sign up for events like fundraising walks, volunteer activities, or peer-to-peer campaigns, you can include a section that prompts them to check if their employer offers workplace giving programs like volunteer grants or VTO. This can be particularly effective for participants who may not have considered that their volunteer hours could qualify for workplace giving benefits.
Providing links or resources on how to verify and submit volunteer grant forms can streamline the process for participants. When individuals provide employment information on your registration forms, you can use the information to uncover that company’s workplace giving programs, fostering a deeper connection between participants, employers, and your cause.
Marketing method #6: Social media
Social media platforms provide a dynamic and accessible way to market workplace giving. Nonprofits and schools can use a combination of platforms like Facebook, Instagram, LinkedIn, and X (Twitter) to share posts about the benefits of workplace giving, showcase success stories, and remind followers to check if their employer offers such programs.
As you do so, keep in mind that visual content, such as infographics, short videos, or employee testimonials, can be especially effective in grabbing your audience’s attention and conveying key messages. Social media also allows for real-time interaction, so nonprofits can engage with followers, answer questions, and guide them to take action. All in all, social media’s broad reach and interactive nature make it a valuable tool for engaging current and potential donors alike.
Marketing method #7: Text messages
Text messaging is a direct and highly engaging channel for marketing workplace giving opportunities. With high open rates and quick response times, SMS campaigns can effectively remind supporters to check if their employers offer workplace giving benefits.
For the best results, we recommend sending concise, clear messages with links to relevant resources or forms where recipients can easily take action. For instance, a text might prompt donors to verify their eligibility for matching gifts right after they’ve made a donation.
Because text messages are short, sweet, and to the point, they offer a focused way to communicate, making it easier for nonprofits to get their message across and make an impact.
Marketing method #8: Direct mail
Though digital channels dominate much of today’s marketing landscape, direct mail still holds value for reaching certain demographics and adding a personal touch. Sending physical mailers, postcards, or letters with information about workplace giving can capture the attention of donors who prefer traditional forms of communication.
Personalized letters or thank-you cards that include a reminder about matching gifts or volunteer grants can encourage recipients to check their workplace giving benefits. Meanwhile, including a QR code that links directly to your nonprofit’s workplace giving resources can bridge the gap between offline and online engagement, making it easy for recipients to act on the information provided.
Not to mention, direct mail campaigns can be particularly effective when timed with larger initiatives, such as Giving Tuesday or an annual fundraising drive, providing a tangible reminder of how donors can maximize their impact.
Marketing method #9: Paid advertising
Paid advertising is a leading way for nonprofits and other organizations to target their audiences, expand their reach, and effectively promote workplace giving programs. While this can encompass any form of paid media (including search engines, social networking platforms, and display networks), we recommend focusing on search advertising.
And don’t let the “paid” in “paid advertising” hold you back from pursuing the marketing channel—even if you’re on a budget! Generous grant programs like Google’s Ad Grants or Microsoft’s Ad Grants provide qualifying nonprofits with thousands of dollars worth of ad spend each month at no cost.
By using paid ads to highlight the benefits of workplace giving, nonprofits can attract new supporters and remind current ones of the opportunity to multiply their contributions.
Final thoughts & additional workplace giving resources
By effectively marketing workplace giving opportunities, nonprofits can unlock a steady stream of contributions and deepen relationships with individual supporters and corporate partners alike.
Lucky for you, there are numerous ways to raise awareness and engage potential donors. By implementing these strategies, your organization can make workplace giving a seamless and impactful part of employee philanthropy, benefiting both your mission and the companies that support it.
Learn more about workplace giving! Check out these additional resources to continue growing your knowledge:
- 10 Types of Workplace Giving Programs Nonprofits Should Know. There are a ton of different ways to benefit from workplace giving. Explore leading programs and see how your team can get involved here.
- What Nonprofits Need to Know About Corporate Volunteerism. Corporate volunteerism and workplace giving go hand in hand. Learn everything there is to know about corporate volunteer programs in this resource.
- Free Download: The Ultimate Guide to Marketing Matching Gifts. Employee matching gifts are one of the most integral forms of workplace giving. Get our free download to dive into the complete marketing guide.
