Giving Tuesday – held on the Tuesday after US Thanksgiving – is designed to promote charitable giving during the end of the year holiday season. One of the ways to make the most of goodwill and giving during this time is through matching donations, which can double the impact of gifts for nonprofits.
A lot of SaaS platforms and social media networks run matching campaigns for Giving Tuesday already. The challenge for many nonprofits is gaining access to those funds. Funds can run out quickly because they will only match to a certain dollar amount or funds may take a while to get to you due to processing times.
Your best option is to run a Giving Tuesday donation match campaign through your own website. Show donors how to get matches from their companies to create more impact and get immediate access to funds and connect immediately with your donor base.
Here are a few ways to do it.
Facebook Giving Tuesday Match Myth
One of the most well-known mechanisms for this fundraising holiday is Facebook Giving Tuesday matching funds. Meta, the parent company of Facebook, matched up to $8 million in donations in 2021, and only $2 million of that total included 100% matches.
The problem for nonprofits is that so much fundraising is happening on this day that the cap is met quickly. This causes funds to run out, meaning not all organizations get a donation match.
By putting your matching donations in control of a third party, there’s a potential missed opportunity. A better option is to set up and run matching donation campaigns through your fundraising website.
How to Set Up Your Own Matching Donations Giving Tuesday Campaign
With GiveWP, you can control every aspect of a user’s donation journey, including allowing for different types of Giving Tuesday matching donations.
Two ways to accomplish this are with the Double the Donation add-on and to find a matching or corporate partner to amplify your Giving Tuesday impact.
Double the Donation
The easiest way to get matching donations is to implement Double the Donation on your donation forms. This integration with GiveWP allows donors to have their company or employer match their donations. Employer gifts are a major perk at many companies and this tool makes it easy for employees to use it when they donate to your organization.
Here’s how you do it:
- First, you need a subscription to 360 Match Pro by Double the Donation. This tool integrates a database of corporate matching gifts and grant programs with your GiveWP account and forms.
- Then, download the free Double the Donation add-on and install it and log in to your account.
- Create an API key to connect the tools so that everything will work with your GiveWP account.
- Once you’re connected via API, navigate to the edit page of a GiveWP form. You’ll see a section on the left called “Company Matching.” Click that, and then enable “Employer Search.” You can also change the “Default Label” text that will display above the company search field. Update the page to save your changes and then view the form.
- That’s it. The ability to add a corporate match is included on the form. Note that you will have to follow Step 4 for any forms where you want to add Double the Donation and while the database is large, not all donors may be able to find their companies.
Find a Matching Partner
With a little co-marketing, nonprofits can partner with a corporate sponsor to match donation during a certain time period, including Giving Tuesday. This sponsorship is the local version of an event, such as the Facebook campaign where all donors will have their gifts matched by a partner.
Use a landing page to highlight this matching partner and even provide a link back to their website. Connect the campaign with a GiveWP form to make donating easy.
Anything that helps increase a donor gift – such as a matching donation for Giving Tuesday – can increase participation in fundraising.
Double Your Donations this Giving Tuesday
Giving Tuesday matching gifts can occur in a variety of ways. Remember to set up fundraising campaigns with every tool possible to match donations.
- Allow for social giving on platforms such as Facebook
- Set up Double the Donation
- Recruit a corporate matching partner
If you need tools to get started, you can download GiveWP for free. The Double the Donation add-on is also free.
Now is the Time to Prepare for Giving Tuesday 2022
Giving Tuesday is Nov. 29, 2022.
Now is the time to prepare your campaigns and put a plan in action for Giving Tuesday matching donations. This is a fundraising holiday that’s growing in popularity and serves as a kickoff for end of year giving.
Put your plan in action now, so that you can make the most of Giving Tuesday 2022 for your nonprofit organization.
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