Another workplace fundraising year is gearing up! At Global Impact, we’re not just observers of this annual period — we’re the architects behind its success. Our team of experts has guided countless organizations through the intricacies of workplace giving campaigns, and we’ve decided it’s time to pull back the curtain.
I’ve asked our seasoned professionals to share their most valuable insights — the kind of advice that can transform a good workplace strategy into a great one. From the nuances of donor communication to the power of a well-timed ask, these are the insider tips that could revolutionize your approach to workplace giving.
So, without further ado, team: What’s one thing you wish all charities knew about workplace giving?
"I’ve really embraced this over the years: the number one reason people donate is because they were asked. I think that’s an important reminder for our Charity Alliance. Review the individuals who gave through their workplace last year, thank them for their previous giving, and ask them to give again. You won’t be able to grow your workplace giving without making that ask!"
"It can be so beneficial to have a dedicated workplace giving landing page on your website. That way, when donors look for ways to give, they can see “give at work” as an option. That page can connect them with information about their specific workplace. Plus, it is a fantastic click-through link for any ads you have targeting this audience."
"Don’t assume workplace donors know the details of — or are even aware of — their campaigns! Take the time to educate them on workplace giving. Avoid using jargon or acronyms and try to share details on how they can give and what their campaign dates are, if you have that information. (P.S. Global Impact can help you do this!)"
"Ask your Relationship Manager for 2024 campaign details, like information on the campaign and your organization’s unique code in that campaign. It really helps to confirm those little details before you start presenting at events or sending emails."
"Workplace giving is an often untapped area of fundraising and donor acquisition. Companies are building communities of givers who are ready to make a gift! (Oftentimes these are the same companies with matching gift dollars going underutilized.) Nonprofits can accelerate growth with donor cultivation and targeted marketing to reach this audience."
"Create a marketing plan to target your workplace donors this year, and don’t be afraid to get creative with it. I remind my charities all the time that it’s not just about emails. Think about adding workplace messaging to your website, your newsletters, and across your social media channels."
"Too often, workplace donors go unacknowledged because they don’t come through the traditional channels. But it is worth the extra step to continue communication with them! I always say, “it is easier to retain existing donors than it is to acquire new ones.” For charities that are really strapped for capacity, our Strategic Workplace Advertising and Email (SWAE) program can help."
"Charities can cultivate strong relationships with workplace donors through events. Events, regardless of whether they’re in-person or virtual, are a chance to proactively convey the positive impact their organization is making and build that meaningful connection with the audience."
"Ok, this is a very cheesy note to end on, but I wish our charities knew how passionate and knowledgeable our team is about workplace giving. We’re truly here to help. It is tough balancing all of the demands organizations place on a fundraiser, and sometimes we (in a very well-meaning way!) throw a lot at you all too, with ideas and suggestions. We want to help you prioritize tasks, accomplish them, and build your workplace giving program without breaking your to-do list."
Hopefully we’ve gotten your wheels turning about workplace giving. Reach out to your Relationship Manager to get started! Not a member of our Charity Alliance? Email us to learn more.
