How to Market Matching Gifts Internally Tips for Companies

How to Market Matching Gifts Internally: Tips for Companies

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In today’s corporate world, employee engagement and corporate social responsibility are more critical than ever. As a result, many companies offer matching gift programs to amplify their employees’ charitable contributions. But launching a matching gift program is only part of the process. Companies must also effectively market it internally to ensure employees are aware of it and motivated to participate.

In this blog post, we’ll explore actionable tips and strategies for businesses looking to market matching gifts internally, helping to drive participation and reinforce their commitment to giving back. We’ll cover:

Matching gift programs are a powerful tool for enhancing employee involvement and showcasing a company’s commitment to social good. However, many businesses fail to realize that launching a matching gift program is just the beginning. To truly benefit from these programs, businesses must know how to market matching gifts internally to drive awareness, excitement, and participation.

Whether you are introducing a matching gift program or looking to boost engagement with an existing one, an effective internal marketing strategy can make all the difference. Let’s dive in!

Why Marketing Matching Gifts Internally is Crucial

While many companies offer matching gift programs, the success of these initiatives often hinges on employee engagement. A common challenge for businesses is that employees may not be aware of the program, or they may not fully understand how to participate. As a result, corporations fail to realize the full potential of these programs, thereby missing the opportunity to foster a culture of philanthropy and deepen employee satisfaction.

In other words, effective internal marketing of matching gifts is essential for several reasons. These include:

  • Increased Participation: Simply offering a matching gift program isn’t enough. Clear communication and consistent promotion are required to encourage employees to take advantage of the program.
  • Enhanced Employer Brand: A well-communicated matching gift program signals to both current employees and potential hires that your company is committed to giving back to the community. This can improve employee retention and attract top talent to join your cause.
  • Strengthened Company Culture: Promoting charitable contributions fosters employee pride and reinforces a culture of purpose and shared values. This leads to a strengthened workplace culture across the board.

When done right, marketing matching gifts internally can transform your company’s philanthropic efforts into a cornerstone of employee engagement. But if your internal marketing is lacking, you risk an underutilized program that doesn’t deliver the impact you expect.

Understanding Your Employees’ Motivations

Before diving into the logistics of marketing matching gifts well, it’s essential to understand what motivates your employees to participate in these programs. While a passion for charity may drive some employees, others may be influenced by their desire to align with a company that shares their values. Understanding these motivations will help you tailor your internal marketing strategy to resonate with your workforce.

You can start by conducting employee surveys or focus groups to gather insights into the causes they care about most. Some employees may want to support education, others healthcare, while others may have a particular interest in environmental causes. This information allows you to personalize your communication and show employees that your matching gift program is aligned with their passions, whatever they are.

At the same time, highlighting the personal benefits of participating in the matching gift program is essential. Emphasize how employees can make a bigger impact through their donations, and show them how easy it is to get involved.

Developing a Clear Communication Strategy

A key component of marketing matching gifts internally is developing a clear, consistent communication strategy that keeps your employee base up to date. This involves ensuring that eligible team members are aware of the program, understand how it works, and are motivated to participate.

Here are a few elements that should be included in your communication strategy:

  1. Program Overview: Clearly explain what the matching gift program is and how it works. Include details such as the eligibility requirements, the types of donations that qualify, and the company’s matching ratio.
  2. Benefits to Employees: Highlight the personal and professional benefits of participating in the program. For example, employees might feel a sense of fulfillment knowing they are making a bigger impact through matching gifts. Additionally, aligning the program with CSR initiatives can help employees feel proud of their employer’s charitable efforts.
  3. Impact Stories: Share real-life examples of how employees’ contributions have made a tangible impact. These stories can help humanize the program and encourage others to get involved.
  4. Regular Reminders: Employees often need to hear about programs multiple times before taking action. Use a variety of communication methods to send regular reminders about the matching gift program, especially around key charitable giving periods such as the holidays or Giving Tuesday.

Developing a clear communication strategy for your company’s matching gift program is essential to ensuring that employees are well-informed, sufficiently motivated, and actively engaged. When employees feel connected to causes they care about through your matching initiative, they are more likely to take action and contribute, which not only benefits the charitable organizations they care about but also enhances employee satisfaction and strengthens your company’s culture of giving.

Leveraging Internal Communication Channels

Once you’ve developed a comprehensive communication strategy, it’s time to leverage your internal communication channels to get the message out. Several platforms can be used to promote matching gifts effectively, and we recommend taking a combined approach.

Consider these internal communication channels as you build out your strategy:

  1. Email Newsletters: Send regular employee emails with reminders about the matching gift program, featuring tips for participation and colleague success stories.
  2. Intranet or Employee Portal: Create a dedicated page or section on your company intranet where employees can easily access program information and submit donation requests.
  3. Company Meetings or Town Halls: Use company-wide meetings to discuss the importance of charitable giving and promote the matching gift program. This is also a good time to answer any questions employees may have.
  4. Internal Social Media or Slack Channels: If your company uses internal social media or messaging tools, leverage them to raise awareness and share program updates.

All in all, using multiple communication channels ensures that employees engage with the matching gift program information in various contexts and are more likely to act upon it when the time arises.

Making the Process Simple and Accessible (With Technology!)

One of the most effective ways to increase participation in your matching gift program is by simplifying the process for employees. If the process is too complex or time-consuming, employees may be discouraged from taking action, even if they’re aware of the opportunity. Luckily, partnering with a top CSR or matching gift management portal can greatly enhance participation and streamline the process.

Plus, by working with CLMA-certified providers, such as Selflessly, Millie, Uncommon Giving, and more, you can even offer employees an intuitive, automated system for submitting matching gift requests. These platforms are designed to make the process as seamless as possible, allowing for auto-submission of matching gifts directly from the donation page. This removes friction and ensures that employees don’t have to manually track or submit their donation requests, which can otherwise be a barrier to participation.

By utilizing these advanced tools, you can ensure that the matching gift process is as straightforward as possible, encouraging greater participation and engagement from your workforce. This level of convenience not only enhances the impact of your matching gift program but also reinforces your company’s commitment to supporting employees’ charitable giving.

Offering Incentives and Recognition

Offering incentives and recognition is a powerful strategy to boost participation in your matching gift program while fostering a sense of community and excitement around giving back. By making employees feel valued and appreciated for their contributions, you can significantly increase engagement and encourage others to participate.

Here are a few ideas for doing so:

  • Implement Recognition Programs: Publicly recognize employees who contribute to the matching gift program by highlighting their efforts in employee newsletters, company meetings, or on social platforms. Recognizing employees in front of their peers not only reinforces philanthropy’s value within your company but also motivates others to get involved. Acknowledgment can be as simple as a thank-you note or as formal as an employee-of-the-month-style award.
  • Offer Exclusive Incentives: Consider tangible rewards for employees who actively participate in matching gifts or meet specific donation milestones. For example, you might provide additional donation matches for employees who contribute a specific number of donations in a year, or who participate in company-sponsored fundraising events. Other incentives could include extra paid volunteer days, gift cards, or the opportunity to direct a donation to a charity of their choice.

These efforts, regardless of their specific form, make employees feel more connected to the company’s charitable initiatives and the causes they care about. Whether through public acknowledgment or personal rewards, both recognition and incentives go a long way in motivating employees to take action and contribute to meaningful causes. By making participation enjoyable and rewarding, you create a positive cycle of generosity that strengthens both employee morale and your company’s impact on the community.

Promoting Matching Gifts During Key Times

Certain times of the year present natural opportunities to promote charitable giving, making them ideal moments to boost participation in your matching gift program. By aligning your program with key dates or seasonal campaigns, you can capitalize on employees’ heightened generosity during these periods.

Here are a few ideas to help you get started:

  • Seasonal Campaigns: Tie your matching gift program to specific seasonal campaigns or awareness days, such as Earth Day, Breast Cancer Awareness Month, or National Volunteer Week. These events often resonate with employees and inspire them to give back to causes that align with their values.
  • High-Value Match Opportunities: Another effective strategy is to run limited-time matching campaigns where the company increases its match for a specific period. For instance, hosting a “double match” week around the holidays or in conjunction with Giving Tuesday creates a sense of urgency and excitement.
  • Employee Giving Days: Consider dedicating specific days to charitable giving, such as a company-wide “Volunteer Day” or “Giving Day,” where employees are encouraged to donate to causes important to them.
  • Year-End Campaigns: The end of the year is traditionally a time when many people reflect on their charitable giving. By promoting the matching gift program now, you can encourage employees to make their donations and take advantage of matching opportunities. This could be paired with a “final chance” promotion or tax-related reminders to urge employees to use the matching gift program before year-end.

By strategically aligning your program with key moments, you not only increase visibility but also tap into the natural goodwill and excitement that comes with giving during these times. This creates a buzz around the program. It also encourages more employees to take part, making your matching gift program a central part of your philanthropic efforts.

Using Employee Ambassadors to Spread the Word

One of the most effective ways to market matching gifts internally is to empower employees to become program ambassadors. Employees who are passionate about the program can share their experiences with colleagues and encourage others to participate.

You can identify potential ambassadors by looking for employees who have already donated (and gotten their gifts matched) or who are particularly enthusiastic about the company’s charitable efforts. Then, provide them with the tools they need to promote the program. These could include talking points or branded materials, and encourage them to share their success stories with others. Doing so can lead to a significant uptick in program participation as employees are led by social proof.

Wrapping Up & Next Steps

Marketing matching gifts internally is a powerful way to boost participation, foster a culture of philanthropy, and enhance employee satisfaction. By developing a clear communication strategy, simplifying the process, offering recognition, and leveraging key moments, you can create a matching gift program that resonates with employees and drives real impact.

With the right internal marketing tactics, your company can successfully engage employees and reinforce its commitment to social good. Good luck!

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