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Matched giving is for everyone

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Matched giving is a super trend sweeping Australian charities. We’ve just seen hundreds of charities ran matched giving appeals in June.

At GiveEasy, we see matched giving as an excellent formula for success, no matter the size of your organisation.

Specifically, in this presentation we will cover:
1. Who to approach for a matching gift
2. How to make the best out of your channels through matched giving
3. What are the key ingredients you need for success
4. Examples of successful matched giving appeals

We will also walk through why 24 hour giving days are popular and specifically highlight the key ingredients for success.

This webinar is suitable for all organisations, from those that are at the start to those that have successfully run a matched giving appeal.

For the webinar recording go to: https://youtu.be/Mas77vJJsnQ

Published in: Government & Nonprofit
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Matched giving is for everyone

  1. 1. Charity Giving Day Multiply giving for your next charity annual day Matched giving is for everyone! U LT I M AT E G U I D E T O M AT C H E D G I V I N G
  2. 2. Give your donors a seamless experience with the right fit to convert visitors into donors instantly. Digital giving made easy
  3. 3. Ultimate digital giving suite for charities • Drag and drop design • Your own look and feel • Use your own images, colour and video • Mobile responsive design • Track donation source • Create unlimited pages • Setup for regular giving Beautiful donation pages • Automatically fills donation forms with name, email and unique amount for each donor • Reduces donor drop-off • One click giving for return donors • Quicker, easier and a better experience • Full control in sending your emails thanks to platform integration with Mailchimp, Campaign Monitor, Vision 6 and more Crowdfunding & Peer to peer Personalised donations • Set-up crowdfunding pages in minutes • Tailor your page with video, images and story • Receive real-time donations from supporters and integrate with SMS • Track progress of goals with tally • Share video content • Help drive engagement and create hype • Consolidate your crowdfunding to one page SMS Donations Giving Days • Inbound SMS – text a keyword to donate • Outbound SMS - send an SMS to supporters to donate • Communicate easily with fundraisers with good luck messages and updates • Setup a live event thermometer bar • Countdown timer to create urgency • Live donation tracker • Custom multiplier for matched givings • Comments from supporters One-stop digital giving solution for charities
  4. 4. We work with charities across Australia GiveEasy offers tech solutions for charities of any size
  5. 5. Charity Giving Day Multiply giving for your next charity annual day Why is matched giving so popular? U LT I M AT E G U I D E T O M AT C H E D G I V I N G WHY
  6. 6. Matched giving is the new super trend We like to call it the hour of power. Where corporate dollars match public donations for a limited time. WHY
  7. 7. Matched giving has been around for a few years. WHY
  8. 8. What is matched giving? WHATFind suitable matchers to support your campaign, and match public donations Choose the right time to run your matched campaign, like a celebration day for your charity Gifts are publicly shown to tally up and be matched (x2/x3/x4) Great opportunity to engage new donors, supporters and corporates
  9. 9. Multiply donations to your charity Choose your own adventure HOW
  10. 10. HOW FULL APPEAL SHORT WINDOW 24 HOURS Run across entire appeal • Multi-channel approach • Suitable for direct mail heavy organisations • Gamify giving • New angle for direct mail Boost the end of your campaign • Great way to test the waters • Perfect if you have a small matched amount • Encourages donors to give at the last minute Whole charity celebration • Bring your entire network together for a day • Celebrate your charity’s special day Different styles of matched campaigns
  11. 11. Direct mail (The Shepherd Centre) FULL APPEAL Run across entire appeal • Multi-channel approach • Suitable for direct mail heavy organisations • Gamify giving • New angle for direct mail
  12. 12. FULL APPEAL Online donations (Full appeal) Run across entire appeal • Multi-channel approach • Suitable for direct mail heavy organisations • Gamify giving • New angle for direct mail
  13. 13. Amanda, from The Shepherd Centre. Last chance! Your donation will be doubled till midnight. Help Xmas wishes come true for deaf children & their families like Olive's, so they will be fully prepared to thrive at school. Donate now: [URL] un STOP 0437454405 Amanda, from The Shepherd Centre. Last chance! Your donation will be doubled till midnight. Help Xmas wishes come true for deaf children & their families like Olive's, so they will be fully prepared to thrive at school. Donate now: [URL] un STOP 0437454405 Outbound SMS Doubled till midnight From: ShepherdCtr [Firstname], from The Shepherd Centre. Last chance! Your donation will be doubled till midnight. Help Xmas wishes come true for deaf children & their families like Olive's, so they will be fully prepared to thrive at school. Donate now: [URL] un STOP 0437454405 F U L L AP P EAL
  14. 14. SHORT WINDOW Different styles of matching for a short window DOUBLE YOUR IMPACT Email: Double your gift by donating before June 30Boost the end of your campaign • Great way to test the waters • Perfect if you have a small matched amount • Encourages donors to give at the last minute
  15. 15. 24 HOURS Make is all happen in just 24 hours! Whole charity celebration • Bring your entire network together for a day • Celebrate your charity’s special day
  16. 16. FULL APPEAL SHORT WINDOW 24 HOURS Different styles of matched campaigns HOW Run across matching entire appeal • Multi-channel approach • Suitable for direct mail heavy organisations • Gamify giving • New angle for direct mail Boost the end of your campaign • Great way to test the waters • Perfect if you have a small matched amount • Encourages donors to give at the last minute Whole charity celebration • Bring your entire network together for a day • Celebrate your charity’s special day
  17. 17. #3: GAMIFY: Show matching in real time #5: MAKE IT FUN! Everyone loves matching! #1: MATCHERS: Work out your best mix of matchers #2: CHANNELS: Add the multiplier to the right channels #4: ALL ABOUT TIMING: Be flexible with all elements Factors to multiply your matching campaign
  18. 18. Find your matchers for the campaign Search for generous donors to support public donations #1: MATCHERS: Work out your best mix of matchers Finding the right mix of matchers
  19. 19. Matched giving x2 x3 or more.. Donor Corporate For Charity + = Donor Sponsors + = Donor Generous community + =
  20. 20. How to find sponsors for your campaign Sponsors can be: Corporate partners Generous individuals High value donors Best scenario • Potential corporate partners (or) Donors • Those donors that you know or are certain would give you gifts Next best scenario • Ask someone to potentially bring forward a gift What not to do • Use a gift already given to the organisation
  21. 21. Ideas on how to get more matchers Q. Would you like to know how your donation can be used in matched giving promotions to have an additional impact by encouraging others to donate?
  22. 22. Making the most of every channel #2: CHANNELS: Add the multiplier to the right channels Be sure to show your matched amount across: • Direct mail • Emails • SMS • Social
  23. 23. Direct Mail (Children’s Hospital Foundation)
  24. 24. Email (Leukaemia Foundation) Donate $5 = $10 Donate $10 = $20 Donate $100 = $200
  25. 25. Email (Leukaemia Foundation) MULTIPLIER: Matches gifts in real time All GiveEasyforms are prefilled: Donor’s name, last name, email and amount Matched x2 = $20 Matched x3 = $30 Matched x4 = $40
  26. 26. Facebook Instagram
  27. 27. Linkedin Twitter
  28. 28. From: OXFAM Gabriella, mums in Malawi need your urgent help. Your gift will be doubled for 48 hours! Donate $[Amount] now: [URL] un STOP 0477333444 From: OXFAM Gabriella, mums in Malawi need your urgent help. Your gift will be doubled for 48 hours! Donate $[Amount] now: [URL] un STOP 0477333444 Outbound SMS Doubled for 48 hours!
  29. 29. Hayley, it's World Refugee Day and our Telethon is live. Let's stand together for a welcoming Australia. FOMO Festival are doubling donations up to $20,000 until 10am. Pitch in $43 to fund critical medication here: [URL] un STOP 0428424979 1 hour to go! Hayley, it's World Refugee Day and our Telethon is live. Let's stand together for a welcoming Australia. FOMO Festival are doubling donations up to $20,000 until 10am. Pitch in $43 to fund critical medication here: [URL] un STOP 0428424979
  30. 30. Make giving interactive #3: GAMIFY: Show matching in real time New features added to your beautiful donation pages
  31. 31. Count down Set a time that your campaign will end Add live donation tracker Donors can easily see their gift towards the total Add emotive video With GiveEasy across all pages: Features of matched giving campaigns Match multiplier Match public and corporate giving Mobile friendly All pages are responsive design New features added to your beautiful donation pages Comments Build momentum from community
  32. 32. Matched multipliers Match multiplier Match public and corporate giving Brief overview of how they work in your campaign
  33. 33. Different styles of matched campaigns
  34. 34. Donations dynamically multiplied
  35. 35. Saying thank you Be sure to include a social media share button for even more ways to celebrate Thanks Sam! You just gave $45 to The Reach Foundation, and for that we are eternally grateful!
  36. 36. Matched giving is all about timing. Be sure you plan your communications ahead of time. Bring marketing and fundraising together! #4: ALL ABOUT TIMING: Be flexible with all elements
  37. 37. Bring all your comms, marketing and fundraisingtogether MAP OUT YOUR CONTENT ACROSS ALL CHANNELS WEBSITE Setup 1 main donation page SMS Send 1 SMS as close to to deadline as possible EMAIL Plan for 1 to 3 email waves SOCIAL Plan for 1 to 3 social posts Prepare your content on all channels PHONE CALLS Call all your supporters to let them know donations are being matched DIRECT MAIL Plan for 1 to 2 direct mail
  38. 38. Map out your content across every channel PLAN YOUR CONTENT AHEAD OF TIME MILESTONES LEADUP LAST FEW HOURS SAVE THE DATE: We are hosting a matched giving campaign ANNOUNCE YOUR SPONSORS: Ask them to share with their networks, staff, team and supporters. COUNTDOWN. 2 DAYS TO GO! Start preparing your donors for the campaign JOIN THE FUN > DOUBLE YOUR IMPACT Explain the campaign REASONS TO GIVE Explain the campaign, and how their impact will be multiplied WE HAVE REACHED OUR TARGET Thankyou to everyone for your support, help us reach our next target! LIVE
  39. 39. Work to a deadline | It gives people a sense of urgency FULL APPEAL SHORT WINDOW 24 HOURS Double your donations until Christmas • Space out communications to your usual calendar • Have a clear deadline in all your communications Few days to go • Create urgency across all your channels • Usually online only • Send out messages to remind your supporters when the deadline closes Countdown to the end of the day • Timing becomes even more crucial to success • Build up your messaging • Celebrate milestones along the way • Use the last few hours with targeted SMS
  40. 40. Children’s Hospital Foundation FULL CAMPAIGN Counting down to your deadline • Deadline to give was published across all channels • Direct mail, emails, social media • Have a clear deadline in all your communications.
  41. 41. Matched giving is here SHORT WINDOW
  42. 42. Send email at key milestones FULL GIVING DAY
  43. 43. Celebrate gifts with donors ONE HOUR – WITHIN A GIVING DAY
  44. 44. Everyone loves matching! #5: MAKE IT FUN! Everyone loves matching!
  45. 45. Ways to make giving fun Get creative with your matchers Who you approach to sponsor Playful imagery Copy can be fun
  46. 46. Make it fun Ways to make giving fun Make it clear and simple to give
  47. 47. Be social Ways to make giving fun Add videos Play with your social media audiences
  48. 48. #3: GAMIFY: Show matching in real time #5: MAKE IT FUN! Everyone loves matching! #1: MATCHERS: Work out your best mix of matchers #2: CHANNELS: Add the multiplier to the right channels #4: ALL ABOUT TIMING: Be flexible with all elements Factors to multiply your matching campaign
  49. 49. #2: DON’T FORGET: Make the most of every channel | Tell your donors you are matching #4: DON’T BE SCARED! Matched giving is an art! #1: MATCHERS: Map out your matchers | What happens if you run out? #3: DON’T LEAVE IT TO THE LAST MINUTE: Plan out your comms early Lessons learned
  50. 50. | 50 Questions? To find out how we can help you increase your digital giving this Christmas: www.giveeasy.org/

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