Matching in charity: what it is, why and how it works
What are matching campaigns?
It is one of the tools of fundraising, especially popular in corporate philanthropy in the West, especially in the United States and Canada. Matching programs, ie co-financing programs, exist in more than 20 large companies around the world. Among the largest participants - General Electric , BP , Microsoft , Soros Foundation, S oca - Cola and others. During these promotions, the company increases donations made by employees or any participants in the action in favor of NGOs.
When did the first co-financing projects appear?
In the United States in the early twentieth century there were already examples when foundations or big businessmen on equal terms with partners supported educational or social projects. In 1954, the General Electric Foundation established the Corporate Alumni Program Alumni Club to increase all donations from their employees to universities and colleges. The fund generously participates in the program: the company adds $ 25,000 to each donation of its employee. In addition, in the United States, co-financing programs have historically been popular to support political parties and their leaders. Why are branding campaigns so important for NGOs?
The answer at first glance is obvious - it is a convenient source of funds, money comes without much effort from NGOs. But there are many other positive aspects of branding campaigns. Donors feel that their donations are becoming more important. After all, usually the amount of the donation is doubled or even tripled at the expense of the company. It’s nice to know that you’re involved in something big, and usually such donors are more willing to participate in other charity campaigns.
In addition, according to statistics, people who participate in betting campaigns donate twice as much - to increase the total amount of the fee.
How does it work?
The co-financing mechanism is very simple. The most important thing here is to find a business partner who is ready to support NGOs and invite employees to participate. But as in any co-financing partnership, two parties are involved, so NGOs usually actively support branding campaigns - issuing separate press releases or infographics, mailing and supporting social media campaigns.
What are examples of branding campaigns?
One of the first online donation platforms in the world, GlobalGiving runs many betting campaigns. The platform was launched in February 2002, and now the organization has several thousand corporate partners, including Facebook , Microsoftother. In 2017 alone, the platform’s partners (large global companies) added about $ 15 million to NGO projects.
Many betting campaigns are organized on specific dates. This day was #GenerousTuesday, many partner events are held around the world on this day. In 2018, a large co-financing campaign for #GenerousTuesday was with PayPal and Facebook , the two giants teamed up to invest an additional $ 7 million to support more than 500 proven nonprofits. One of the biggest participants in the betting campaigns is the Bill and Melinda Gates Foundation, which has been supporting GlobalGiving on #GenerousTuesday
for several years in a row . So, in 2017, the Bill and Melinda Gates Foundation together with Facebookadded $ 2 million to the NGO meeting.
Who conducts matching campaigns in Ukraine?
In Ukraine, such a tool as co-financing is used by some large funds and online donation platforms, such as: Ukrainian Charitable Exchange, Tabletochky Foundation, Ukrainian Relief Fund (Ufund), Zaporuka Foundation, Shared Cost Platform ( Biggggidea ), HOM "and others. In all actions different conditions, for example, in some of them to co-finance one-time donations to concrete funds, in some, the partner doubles each new donation in favor of this or that fund.
Also, the example of the first in Ukraine #GenerousTuesday in 2018 shows that co-financing is a really effective tool.
It is one of the tools of fundraising, especially popular in corporate philanthropy in the West, especially in the United States and Canada. Matching programs, ie co-financing programs, exist in more than 20 large companies around the world. Among the largest participants - General Electric , BP , Microsoft , Soros Foundation, S oca - Cola and others. During these promotions, the company increases donations made by employees or any participants in the action in favor of NGOs.
When did the first co-financing projects appear?
In the United States in the early twentieth century there were already examples when foundations or big businessmen on equal terms with partners supported educational or social projects. In 1954, the General Electric Foundation established the Corporate Alumni Program Alumni Club to increase all donations from their employees to universities and colleges. The fund generously participates in the program: the company adds $ 25,000 to each donation of its employee. In addition, in the United States, co-financing programs have historically been popular to support political parties and their leaders. Why are branding campaigns so important for NGOs?
The answer at first glance is obvious - it is a convenient source of funds, money comes without much effort from NGOs. But there are many other positive aspects of branding campaigns. Donors feel that their donations are becoming more important. After all, usually the amount of the donation is doubled or even tripled at the expense of the company. It’s nice to know that you’re involved in something big, and usually such donors are more willing to participate in other charity campaigns.
In addition, according to statistics, people who participate in betting campaigns donate twice as much - to increase the total amount of the fee.
How does it work?
The co-financing mechanism is very simple. The most important thing here is to find a business partner who is ready to support NGOs and invite employees to participate. But as in any co-financing partnership, two parties are involved, so NGOs usually actively support branding campaigns - issuing separate press releases or infographics, mailing and supporting social media campaigns.
What are examples of branding campaigns?
One of the first online donation platforms in the world, GlobalGiving runs many betting campaigns. The platform was launched in February 2002, and now the organization has several thousand corporate partners, including Facebook , Microsoftother. In 2017 alone, the platform’s partners (large global companies) added about $ 15 million to NGO projects.
Many betting campaigns are organized on specific dates. This day was #GenerousTuesday, many partner events are held around the world on this day. In 2018, a large co-financing campaign for #GenerousTuesday was with PayPal and Facebook , the two giants teamed up to invest an additional $ 7 million to support more than 500 proven nonprofits. One of the biggest participants in the betting campaigns is the Bill and Melinda Gates Foundation, which has been supporting GlobalGiving on #GenerousTuesday
for several years in a row . So, in 2017, the Bill and Melinda Gates Foundation together with Facebookadded $ 2 million to the NGO meeting.
Who conducts matching campaigns in Ukraine?
In Ukraine, such a tool as co-financing is used by some large funds and online donation platforms, such as: Ukrainian Charitable Exchange, Tabletochky Foundation, Ukrainian Relief Fund (Ufund), Zaporuka Foundation, Shared Cost Platform ( Biggggidea ), HOM "and others. In all actions different conditions, for example, in some of them to co-finance one-time donations to concrete funds, in some, the partner doubles each new donation in favor of this or that fund.
Also, the example of the first in Ukraine #GenerousTuesday in 2018 shows that co-financing is a really effective tool.