title slide (replace) double down: growing matching gifts through events and digital marketing...

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Double Down: Growing Matching Gifts Through Events and Digital Marketing

November 13, 2013

Dennis Chyba

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Agenda

What is a Matching Gift?

Key statistics

Best Practices

Client Example

Recommended Implementation Process

Q&A

Leveraging past donations

Finding Matching Gift eligible donors

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Who is Adcieo?

Adcieo –Online fundraising and engagement experts

Services designed to: Improve Fundraising Results Increase Online Acquisition Enhance Monthly Giving Engage Lifetime Donors Mine Employer Matching Gifts Build a Bequest Backlog Streamline Web/Admin Processes

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Who is HEPData?

15+ Years Experience Serving Non Profits Leading Provider of Matching Gifts Research Staff 7,000 clients U.S.,UK & Canadian Provides E-Match Donor Link Provides Employer Find

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A gift made by a donor’s place of employment to match a employee donation to a qualifying nonprofit.A way to easily increase donationsEmployer agrees to match Employee donationMatch Ratio is usually 1 to 1 - but some more i.e. Exxon matches at 3 to 1 and Fidelity matches 2 to 1Usually a maximum per year ($1K-$20K)DeadlinesSpouses & retirees can also be match eligible

What is a Matching Gift?

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Matching Gifts are “free money”

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How many companies in the

United States offer some form

of a matching gift program?

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How many companies in the

United States offer some a matching gift

program?*Statistics from HEP

Development Services 2013

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Key Statistics on Matching Gifts

1 in 10 gifts are eligible At least one new company added daily 50% of the Fortune 500 $1.3 Billion in Matching Gifts paid out in 2011 LSU receives $1 Million in Matching Gifts from Exxon-Mobil

annually

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Key Statistics on Matching Gifts

American Cancer Society Quadrupled Matching Gifts over three years to $12+ Million as did Komen Maryland

Works with small to large non-profits Average Matching Gift = $700

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Key Statistics on Matching Gifts

13% of companies match 2 to 1 or higher 4,000+ companies match volunteer time Telethon Survey (90+) by Ruffalo Cody – 7.1% matching gift

eligible and contributed 10% of revenues

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Why do Companies Offer Matching Gifts?

Recruiting new employees Helps nonprofits Improves Employee retention Good ‘corporate citizen’ Tax and financial considerations

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Make the process proactive: Make it easy for donors to find their company Make it easy to find the matching forms

Incorporate into online donation form Integrate your website Newsletter articles Gift Acknowledgments

Best Practices

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Client Example – Komen Maryland

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Komen Maryland

Simple to Use Integrated Employer

Search Link to forms

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Putting the Pieces together

Simplicity – E-Match Donor LInk ease.

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Employer Search

Donors need to be able to not only access important Matching Gift information and forms, but they need

to be able to do so with ease.

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E-Match Donor Link

Connecting donors directly to necessary forms increases the return rate on completion and submission.

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Integration

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Sample Results

3,857 constituents clicked on the matching gift badge 78% of these searched for their company 22% were able to find their company Base Year

63 matching gifts from 11 companies Year 1

410 total matching gifts from a total of 53 companies

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What Can You Do?

Know before you chat with a potential donor Measure matching gifts Have someone in charge Major Gifts can be matched Create a culture of Matching Gifts

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Matching Gift Suggestions

Look Back Over Last Year’s Gifts Find Employer Information Fill Out Form Volunteers can help Most donors are not aware of employer’s matching gift

program Every Program is Different Spouses and Retirees can be matched

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Recommended Implementation Process

1. Develop and integrate a matching gift button on the donation form. 2. Capture donors who flag their employer and write the employer and link

to matching gift submission form to hidden fields on the form3. Design and create 3 matching gift buttons that can be inserted into

online donation forms and confirmation emails.4. Define a communication strategy and craft email creative and copy to be

used.

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Recommended Acceleration Process – Employer Find

1. Screen database to find employers. Fill in the gaps.2. Target communication to donors once you find their

employer matches.3. Integrate a batch process for offline gifts.

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Q & A

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For further information on Adcieo contact:Debbie Snyder972.342.8429

Debbie.Snyder@adcieo.com

For further information on HEPdata Products and Services contact:John Wright

703.669.5602info@hepdata.com

Contact Information