According to recent payroll giving statistics, 59% of survey respondents have no familiarity with payroll giving initiatives. Fortunately, however, marketing payroll giving opportunities to your nonprofit supporters can significantly boost participation in the programs—and enhance your overall fundraising efforts.
After all, payroll giving programs allow donors to contribute a portion of their salary to your organization automatically, providing a steady stream of income with minimal effort. However, many potential donors remain unaware of this giving method or how easy it is to participate.
In this post, we’ll explore seven practical strategies to help you market payroll giving and make it a core component of your fundraising plan.
- Create a Payroll Giving page on your nonprofit website.
- Incorporate payroll giving in your email marketing.
- Promote payroll giving initiatives on social media.
- Collect and leverage employment information in your outreach.
- Consider donors already eligible for other workplace giving programs.
- Collaborate with corporate partners to highlight the opportunity.
- Offer exclusive incentives for payroll giving donors.
By implementing the right marketing strategies, you can educate your supporters, promote the convenience of payroll giving, and inspire long-term donor engagement.
Let’s begin!
1. Create a Payroll Giving page on your nonprofit website.
Starting off, you’re going to want to market payroll giving programs prominently throughout your nonprofit or school’s website. A dedicated payroll giving page on your nonprofit’s website is a powerful tool for educating potential donors about this giving option, serving as a centralized hub where supporters can easily learn about the benefits, process, and impact of payroll giving.
Start by explaining what payroll giving is, highlighting how it allows employees to contribute to your cause directly from their paycheck on a recurring basis. Ensure the page features clear instructions on how to enroll in payroll giving, too, such as through their employer’s CSR platform or by contacting their HR department.
You’ll also want to emphasize the convenience of payroll giving. Once donors sign up, they don’t have to worry about making regular donations manually. It’s a simple, consistent, and tax-efficient way to support the cause they care about.
2. Incorporate payroll giving in your email marketing.
Email marketing is one of the most effective ways to reach your nonprofit’s supporters, and incorporating payroll giving into your email campaigns can significantly boost participation.
Start by crafting a compelling email that educates your audience on the advantages of payroll giving, emphasizing its ease, convenience, and long-term impact. Highlight the benefit of steady, recurring donations for your organization, personalizing the message to show supporters how their payroll donations can drive meaningful change in the community or cause they care about.
Include clear calls-to-action in the email, encouraging recipients to enroll in payroll giving through their employer. You can link directly to your nonprofit’s payroll giving webpage or provide detailed steps for contacting their HR department to inquire about the program. It’s also helpful to include examples of companies that offer payroll giving or suggestions for how donors can advocate for the program if their employer doesn’t currently provide it.
For the best results, we recommend regularly mentioning payroll giving in different types of email communications—such as newsletters, thank-you emails, or special campaign updates. This keeps the option top of mind for donors while reinforcing the importance of their continued support.
3. Promote payroll giving initiatives on social media.
Social media is a powerful channel for engaging with your nonprofit’s audience, and it can be a highly effective tool for promoting payroll giving programs, too.
Use platforms like Facebook, Twitter, LinkedIn, and Instagram to share posts that explain what payroll giving is and how supporters can participate. Share success stories, testimonials, or case studies from current payroll donors to demonstrate the program’s real-world impact. Not to mention, visual content like infographics or short videos can be particularly effective in grabbing attention and communicating key messages.
Regularly include payroll giving in your content rotation, using relevant hashtags to increase visibility when appropriate. Remember: the goal is to ensure supporters are consistently reminded about this giving option and can easily find the information they need to get started.
4. Collect and leverage employment information in your outreach.
The more you know about your donors, the better you can engage them in workplace giving programs like payroll deductions and more. Specifically, having access to accurate and up-to-date employment data can go a long way.
But how can you collect this information? Start by incorporating questions about employment during the registration or donation process. Ask supporters to share the name of their employer, as well as whether they are aware of any workplace giving programs like payroll giving, matching gifts, or volunteer grants.
Once you’ve collected employment data, segment your donor list by company and customize your communications based on the giving opportunities available at those businesses. For example, if you know that a particular company offers payroll giving, you can send targeted emails to employees at that company, providing detailed instructions on how they can enroll in the program. If their company doesn’t currently offer payroll giving, encourage those donors to advocate for it within their workplace.
Top tip: If you lack quality employment information about your donors, consider utilizing a data enhancement service. This will allow you to fill in some gaps and provide the information you need to identify the best workplace giving programs in your network!
5. Consider donors already eligible for other workplace giving programs.
When it comes to workplace giving, most participating companies offer more than one way for employees to get involved. For example, statistics indicate that nearly two-thirds of companies report matching employee payroll contributions, and many of the top matching gift companies offer volunteer grants, too.
But what does that mean for your team?
Supporters who already participate in other workplace giving programs, such as matching gifts or volunteer grants, may be ideal candidates for payroll giving initiatives. To target this segment, begin by identifying donors who have previously submitted matching gift requests or applied for volunteer grants. These individuals already have a relationship with their company’s corporate social responsibility initiatives, which makes them a strong target audience for payroll giving.
In your outreach, emphasize the complementary nature of payroll giving to other workplace programs. You’ll want to acknowledge their previous participation in workplace giving programs and thank them for their ongoing support. Then, introduce payroll giving as a way to streamline their contributions and make an even greater difference. You can even highlight how their regular contributions through payroll giving can be further amplified through matching gift programs, doubling, or even tripling their impact.
6. Collaborate with corporate partners to highlight the opportunity.
Nowadays, more and more organizations are beginning to take an increasingly proactive approach to marketing payroll giving programs to their supporters. Still, many companies choose to promote the opportunity to their employees, too. And for that reason, collaborating with the businesses offering the programs can go a long way in heightening visibility and participation.
Start by reaching out to companies that already support your nonprofit through donations, sponsorships, or volunteer programs. Ask if they have a payroll giving program in place and discuss ways to promote the initiative to their employees. This could even involve co-branded marketing materials, such as email templates, flyers, or social media posts that both the company and your nonprofit can share with their audiences.
7. Offer exclusive incentives for payroll giving donors.
To encourage supporters to participate in payroll giving, consider offering exclusive incentives that reward their commitment to ongoing contributions. This can make the process more appealing and demonstrate your nonprofit’s appreciation for their support.
While it will likely vary based on the wants and needs of your particular audience, potential incentives may include…
- Public recognition, such as listing names on a dedicated “payroll giving wall” on your website or donor newsletters. (Top tip: Public recognition can foster a sense of pride and community among payroll donors, motivating others to join, too!)
- Access to exclusive events, such as virtual meet-and-greets with your organization’s leadership or tours of your facilities.
- Branded merchandise, like T-shirts, tote bags, or water bottles, as a thank-you for committing to payroll giving.
Consider tying incentives to donation milestones, such as offering a special gift to donors who have contributed for a certain number of months or reached a specific donation amount. This not only encourages initial sign-ups but also helps retain donors over the long term.
Wrapping Up & Additional Resources
Effectively marketing payroll giving can transform the opportunity into a powerful, recurring revenue stream for your organization. By leveraging digital and other marketing tactics to educate supporters and partner with companies in your network, you can unlock the full potential of workplace giving and build stronger, more consistent donor relationships.
As you implement the seven strategies above, you’ll not only raise awareness of payroll giving but also encourage long-term contributions that help sustain your nonprofit’s mission. Don’t let the opportunity go to waste!
For more information about effectively marketing payroll and other employee giving opportunities, check out the following resources:
- The Ultimate Guide to Marketing Matching Gifts. Discover the most effective strategies for promoting corporate matching gift programs to your nonprofit’s supporters. This comprehensive guide walks you through the key tactics to increase donor engagement, raise awareness of matching opportunities, and maximize the impact of employer-matched donations.
- Marketing Corporate Volunteerism | A How-To Resource For Orgs. Corporate volunteerism is a powerful resource for nonprofits, but how do you encourage businesses and their employees to get involved with your organization? This guide provides actionable steps for creating compelling volunteer opportunities that align with employee interests and CSR goals.
- Tracking Payroll Giving: A Nonprofit’s Step-by-Step Guide. Payroll giving can be a valuable and consistent source of funding, but tracking those donations is essential for success. This guide outlines the process nonprofits should follow to track payroll giving contributions efficiently, from registering with payroll platforms to monitoring and reporting on giving patterns.
